Session 6 Create 1Digital and Social Media Marketing

Prof. Surya Mishra, SOM, KIIT University

This Media is different• You want Engagement• Create conversations – don’t give statements• You want users to talk amongst themselves• You want to use the language of the media

This Media is same• Human emotions and appeals remain same• Maintain Brand parameters• Say the same things – maybe differently• Be relevant to the consumer• Your offering doesn’t change with the media

Create• Know / Chose your audience• Know / Chose your media• Develop a high-impact headline – the big idea!

• Use relevant images • Write body copy to create desire

• Include a clear call-to-action

Create where?• Web Development• Blogging• Adwords• Banner ads• YouTube / Vimeo etc.• Picasa / Flickr / Facebook etc.• Mobile Development– App– Web– SMS

• Facebook / Twitter etc

Communication• Appeal– Engagement– Persuasion

• Brand Character• Body Copy – Persuasion, desire• Call-to-action– Call Now, Buy, “Do something”, “Go to your nearest dealer”, Log into the website, like the facebook page, write to the brand etc.

Advertising Appeals• Sex – It sells!• Affiliation – most often used ad appeal

• Nurture – cute animals / children

• Aggression – desire to get even

• Achievement – Celebs as projectors

• Power – desire to dominate• Fear – what could happen

Advertising Appeals• Attention – separate from Fame• Autonomy – Independence • Escape – Adventure• Safety – One of the basic human needs

• Beauty – Attractive• Curiosity – Human tendency• Prominence – Fame

Mascots Add to theBrand Character

Web DevelopmentSome core considerations• Accessibility

– barriers which might prevent users from accessing your website

• Usability– how usable your website is to your users

• Searchability– how your website can be found via search

• Discoverability– how your website capitalises on social media to make it more shareable and discoverable

Accessibility• Technical barriers– such as browser compatibility– Mobile view enabled– URL ease etc

• Users ability barriers– language – sight problems.

Usability• Standard conventions• Information architecture• Sitemap• Content

Do’s and Don’ts• Highlighting key phrases and words

• Using bulleted lists

• Using paragraphs• Using descriptive/distinct headings

• Never resize windows or launch the site in a pop-up.

• Don’t use splash pages

• Never build a site entirely in Flash

• Don’t distract users with “Christmas trees”

Searchability

• Labeling things correctly:–URLs

• www.clueless.com/index.html?action=prod&cat=4&prodid=28• www.smartpets.com/products/collars/jewelled-collar

–Alt Tags–Title Tags–Meta Data

Design Considerations• Visual identity– how users know it’s you

• Navigation– where they are and where they can go

• Layout• Headers– consistent top part of a web page

• Footers– consistent bottom part of the page

• Credibility

Managing Content• CMS– WordPress (www.wordpress.com)– Joomla (www.joomla.org)– Drupal (www.drupal.com)– Expression Engine (www.expressionengine.com)

CMS considerations• Meta and title tag customisation• HTML tag customisation• URLs

– static– rewritable– keyword rich

• Customisable navigation• 301 redirect functionality• Customisable image naming and alt tags• Robots.txt management

Interactive Content • Flash• Silverlight• Air• HTML 5 with CSS and Java

Terms

Terms

Terms

Terms

India Against Corruption

Political corruption

• 94 out of 176 Countries• >50% Indians pay bribes • 2005 RTI Act Scams –Commonwealth Games,–Indian Premier League, –Spectrum

• Lokpal bill

Anna Hazare

• Anna Hazare• Arvind Kejriwal• Meeting with Sibal• Fast and Protests• India Against Corruption

IAC on Social Media• In the first 4 days IAC had 116,000 fans

• People created Facebook pages, • total online support was around 1.5 million people