Webinar session deepa shah Mcim chartered marketer tutor

1. DIGITAL STRATEGY Webinar sessiondeepa shah Mcim chartered marketertutor

2. THE ASSIGNMENT The assignment comprises Three separate tasks that are linked together to form parts of the process to identify and then respond strategically to changes in the organization's digital marketing environment.

3. OVERVIEW CONTD… You are the Marketing Manager of the organization and have been asked by Senior Management of your organization to consider how online communities could be utilised.

4. OVERVIEW- ONLINE COMMUNITIES • Definition of an online community? • An online community is a group of people who have a common interest and communicate through the internet. • They get together online through websites, discussion boards, instant message, email etc and pursue their interests over time. • An online community is a network of individuals who communicate with one another online. • Online communities are communities first and online second. By this, I meant that we all live in and around real world communities all the time- just forget the word online for now. • You live in a geographic community, you work within a professional community, you may go to church with a religious community and your friends represent a social community. Wherever people share common interests, there is a community.

5. 4 TYPES OF ONLINE COMMUNITIES Support Community- • Support communities enable participants to offer product tips to other customers. • This type of community helps companies spend less on customer support. More customers are getting answers to their queries through online communities while fewer are using customer support services. • Support communities provide a more structured way of gathering new ideas than social communities. This is because support communities allow brands to monitor service and product related chats Social Online Community – • This includes social networks like Instagram , Facebook, Twitter. • Brands commonly use social communities as part of their marketing strategy.

6. 4 TYPES OF ONLINE COMMUNITIES Advocate Online Community- • This where brands mobilize their most loyal and passionate customers • This community which we also call advocate marketing software, may reward members who write glowing testimonials • Advocate communities are useful for positive word of mouth promotion. Insight Online Community- • Community consists of consumers who maintain a long term relationship with the brand • It is a community for lifelong supporters of a brand • These communities allow companies to gather continuous high quality feedback from engaged stakeholders like customers, partners or employees.

7. ADVANTAGES & DISADVANTAGES OF ONLINE COMMUNITIES ADVANTAGES DISADVANTAGES • Provide insights to customer preferences and needs • Can increase customer retention and loyalty • Improve reputation and thought leadership • Decrease support costs • To improve the way an organization enhances its products and services • To develop better new products and services • Online communities can also talk negatively about a brand if experience has been negative.

8. Your organization • The type of organization you use is open to you and you should discuss any creative approach that you feel is required with the tutor. The approach taken should be outlined within the organization overview. • The assignment is such that it can be tailored to any organization of any size. • This assignment has been developed so that it can be applied to all organizations, sizes and sectors.

9. TASK 1 • It is important to clearly state the organizations name, key information such as size, industry, market data, range of products or services, and its main competitors. A better part of this section should focus on the customer base and the level of maturity in the use of online communities. It is important for students to understand the level of maturity in the use of online communities . So need to tell the examiner whether the organisation is at inception, establishment, maturity, mitosis, in using online communities) community lifestyle stages http://www.theglueproject.com/tag/lifestages ( 1 side of an A4 page) • Using 2 different market sectors e.g. hospitality and FMCG( this should be different from your organisation) , compare and contrast online communities that is similarities need to be drawn out through comparison and differences highlighted through the contrast. The 10c’s of Marketing for the Modern Economy (https://www.smartinsights.com/marketing-planning/marketing-models/10-cs-marketing-modern-economy/) framework can be applied .Choices of online communities should reflect where best practice is evident. • Assess the benefits and challenges of using online community for your chosen organization. Here candidates should assess the value of developing participating in or monitoring an online community for your chosen organization. ( total slides 12 for task 1 b & C)

10. Task 2Report Format • Develop with justification 2 digital marketing objective focused on developing or enhancing an online community. Using the Pr Smiths 5s framework one can develop 2 digital marketing objectives. The 5 s ; Sell ( grow); Speak ( getting closer to the customer through dialogue and participation);Serve ( Add value i.e. customer satisfaction);Save ( save costs); Sizzle ( extending your brand online). When developing and justifying objectives evidence should be drawn from the responses in task 1 b & C. ( 300 words) • You are required to develop and justify an appropriate digital marketing strategy. You can either use Acquisition , Conversion and Retention Model or RACE framework ( use only one model) and develop strategy. The Strategy will need to determine the audience( so show your persona), positioning and the type of content shared with online community. The strategy should clearly show how it will deliver the digital marketing objectives mentioned in task 2a and supporting evidence can be drawn from task . (900 words) • This task students need to recommend and justify digital marketing mix i.e use 7ps /8ps and show how it will promote the online community for your chosen organization. ( 550 words)

11. TASK 3Continue using the same format in task 2 • In this task students required to outline all relevant tools and resources needed to successfully implement the digital marketing activities mentioned in task 2c. The resources can include but not limited to ; material based resources such as software's such as social media insights, and financial ( can use the 3M, 5M or 9M framework )and human resources. Key is to provide a coherent description of the resources required and may relate to the evidence gathered in task 1b in order to ensure best practice is adopted. (500words) • See slide 12 that shows the integration of online and offline activities. Using the RACE framework candidates are expected to present a Gnatt chart that will show the integration of activities and show how the online community could be integrated e.g. content marketing on digital platforms vs direct mail how this can be implemented at the same time. (750words) • This task candidates need to approach using 2 factors : the key metrics and the tools/methods used to capture the metrics. Relevant metrics include: engagement, interaction, leads, sentiment, amplification, positive reviews. Methods of measuring include: surveys, reviewing data, sentiment analysis. Tools include social media insights, third party social listening tools, analytical tools (500 words)

12. TASK 3bintegration of online and offline activities.

13. THANK YOU