e-COMMA Community Manager€¦ · Sourcesandfurtherreading: KarjaluotoHeikkiandLeppäniemiMatti(2005).“Factorsinfluencingconsumers’willingnesstoacceptmobile advertising:aconceptualmodel”,Int

e-COMMA

Community ManagerTM 01: Digital Marketing Tools:

Trends and Usage

e-COMMA | Community Manager | TM 01: Digital Marketing Tools

Training Contents1. Digital Marketing Tools1.1 Definitions1.2 Overview of online marketing tools and online communication applications

2. Communication Channels2.1 Digital Marketing2.2 Social Marketing

3. Evaluation

Community Manager | TM 01: Digital marketing Tools: Trends and Usage


Sources and further reading:Karjaluoto Heikki and Leppäniemi Matti (2005). “Factors influencing consumers’ willingness to accept mobileadvertising: a conceptual model”, Int. J Mobile Communications, Vol. 3, No. 3, p. 198

Rob Peters (2012). “The Social Media Marketing Handbook - Everything you need to know about Social MediaMarketing”, Emereo Publishing, Oct 24

Damian Ryan (2016). “Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation”,Kogan Page Publishers

“The Community Management Handbook”

M. Weintraub, L.Litwinka, “The Complete Social Media Community Manager’s Guide”

https://contently.com/strategist/2016/08/02/the-top-10-free-content-analytics-tools/

https://www.inc.com/guides/12/2010/11-best-web-analytics-tools.html

http://content.infotrustllc.com/6-free-analytics-tools-to-help-you-understand-your-competitor-s-web-traffic/



Sources and further reading:http://www.businessdictionary.com/definition/digital-marketing.html

http://www.businessdictionary.com/definition/marketing-tools.html

https://www.google.pl/search?sa=G&hl=pl&q=types+of+social+media+marketing

https://www.thebalance.com/email-marketing-2948346

https://www.thebalance.com/what-is-opt-in-2917377

https://www.tisindia.com/digital-marketing-case-study-tis-tmi.pdf

https://t3n.de/news/wp-content/uploads/2017/03/social-media-image-sizes-2017.jpg.jpg

https://www.business2community.com/social-media/2017-social-media-image-sizes-cheatsheet-infographic-01805828#aWk2vVA8lAZhWhfP.97

https://www.forbes.com/sites/theyec/2012/10/13/5-steps-to-evaluate-your-companys-digital-marketing-strategy/#179cf86a4259



e-COMMA

1. Digital Marketing Tools


• digital marketing encompasses any formof marketing you do online – from writingin a blog to posting on Facebook, it’s alldigital marketing;• the different types of digital marketingtools:http://popcontent.co.uk/different-types-of-digital-marketing/

1.Digital Marketing Tools1.1. Definitions


Digital/Online/Website MarketingThe promotion of products or brands via one or more forms of electronic media.For example, advertising mediums that might be used as part of the digitalmarketing strategy of a business could include promotional efforts made via:• the Internet;• social media;• mobile phones and electronic billboards;• digital television;• and radio channels.Read more: http://www.businessdictionary.com/definition/digital-marketing.html



Online ReputationRefers to the digital appearance of a person or a business.How do others perceive you online?

Online Reputation Management (ORM) contains a set ofstrategies to influence your online reputation in a positiveway.



Marketing ToolsThe techniques and materials used by those who are involved in thepromotion of goods and services. Most businesses that need to selltheir goods or services to the public will make extensive use of variousmarketing tools, such as market research and advertising to helpfurther their success.

Read more: http://www.businessdictionary.com/definition/marketing-tools.html



Public Relations• PR isn’t only a type of digital marketing, but it’s growing to be an ever moreimportant component of any good digital marketing strategy;• the main goal of PR is usually to achieve exposure for website and business. Itcould be anything from featuring in a news article online to featuring in a podcastor at an event. The great thing about PR is not only the exposure it can bring, butthe reputation that can come with it if you do it well. Reputation can be incrediblyimportant to a lot of marketing strategies, especially online.

1.Digital Marketing Tools1.2 Overview: Public Relations

10e-COMMA | Community Manager | TM 01: Digital Marketing Tools

Search Engine Optimisation (SEO)• search engine optimisation is a type of digital marketing that’s main goal isto gain traffic to a website through search engines. Tactics have changedover the years, as have the way search engines work, but fundamentally SEOcompanies will be aiming to get their clients website to ‘rank well’ for searchterms that will provide their businesses valuable customers.

1.Digital Marketing Tools1.2 Overview: SEO


Search Engine Advertising (SEA) / Search Engine Marketing (SEM):• SEA relates to paid advertisements in search engines. These ads are connected to

specific frequently searched keywords that are to be in the website meta dataand that relate to the respective target market;• your website will appear not as a search result but rather as a “sponsored link”

placed closely to the top search results;• common settlement model: pay-per-click (PPC): advertisor is charged a fixed

amount per click.

1.Digital Marketing Tools1.2 Overview: SEA/SEM


Display/Banner advertising: paid online advertisements on third party websites• designed as static advertisements or audiovisual files, following the IAB standards

(Interactive Advertising Bureau, see standards and guidelines on:https://www.iab.com/);• used to direct traffic to a certain website;• common settlement model: Pay-per-click (PPC): advertisor is charged a fixed

amount per click.

1.Digital Marketing Tools1.2 Overview: Display/Banner Advertising


Social Media Marketing• social media marketing can do multiple things for business, depending ontactics and investment, but the main goals tend to be to increase awarenessof your business, attract new customers and increase the loyalty of yourcurrent customer base;• it can involve anything from chatting to people on Twitter to posting videoson Facebook and more. It also ties into a few other digital marketingstrategies well too.


1.Digital Marketing Tools1.2 Overview: Social Media Marketing

https://www.google.pl/search?sa=G&hl=pl&q=types+of+social+media+marketing


1.Digital Marketing Tools1.2 Overview: Social Media Marketing

Email marketing:• campaigns/special offers published by newsletters;• promotion of business messages (latest product news, special offers, business

events). These emails increase the online visibility;• transactional emails address recent customers and relate to customer actions.

The purpose is to bind customers and create customer loyalty.

1.Digital Marketing Tools1.2 Overview: Email Marketing


1.Digital Marketing Tools1.2 Overview: Affiliate Marketing

Affiliate Marketing:Businesses engage affiliates to promotethe products and services. Affiliatesusually host independent websites likeblogs or video channels. Affiliatesusually are paid for promoting thegoods on their respective channel.

Source: https://www.affiliatemarketertraining.com/how-affiliate-marketing-works/


Affiliate Marketing• affiliate marketing involves working with bloggers and influential people in yourindustry to attract more customers. It’s a clever way of getting more people tohelp promote your business, without direct, upfront costs;• instead of paying salespeople to bring you leads, you can offer influencers a cut

of any profits on sales that you make through them;• if you’d like to work on affiliate marketing, you’ll need to be very careful withhow you track your sales and ensure all your terms and conditions are properlylaid out to avoid being taken advantage of and to ensure you know what to payany affiliates.

1.Digital Marketing Tools1.2 Overview: Affiliate Marketing


Influencer Marketing• influencer marketing is similar to affiliate marketing, except instead of

cutting your profits later, you pay an influencer directly to review/use/wearyour product or service;• you can do it on a much smaller scale though and ask an influencer in yourindustry how much it might be for them to use your service and mentionit on their website.

1.Digital Marketing Tools1.2 Overview: Influencer Marketing


Viral Campaigns:• viral campaigns spread information about the business to a group of persons beyond the

target market, e.g. by videos;• social media are favourite channels as they allow to spread the information widely;• reaching beyond target group can be reached by changing the context of the offered goods

and prepare interesting material of high usability;• games and videos are favourite possibilities;• as not necessarily relevant information on products is promoted, viral campaigns mainly aim

at increasing the visibility of the business brand.

1.Digital Marketing Tools1.2 Overview: Viral Marketing


http://www.conseilsmarketing.com


Content Marketing• content marketing is a combination of SEO, Social Media Marketing & PR; it mostoften involves attracting traffic to your website using a blog;• the main principles of content marketing are to produce content that first andforemost serves your audience (i.e. your target market) and works to attract targetcustomers to your website and business;• it’s incredibly powerful and is insanely good at attracting new customers – but itis also a long-term approach, so don’t expect to see results immediately.


1.Digital Marketing Tools1.2 Overview: Content Marketing


Online community management platforms and tools• https://www.eventbrite.com• https://www.meetup.com• https://www.typeform.com• https://www.surveymonkey.com/• https://slack.com/• https://www.zoho.eu/connect/

See: “The 9 Best Free Social Media Management Tools in 2018”https://www.wordstream.com/blog/ws/2018/01/17/best-free-social-media-management-tools


e-COMMA

2. Communication Channels


Digital marketers turn to technology to reach target consumers. Theycan use different tools and different communication channels. Thesecommunication channels are provided by different applications. Theycan be structured as follows:1. „Classic” Digital marketing.2. Social marketing and viral campaigns.

2. Communication Channels


Digital Marketing covers a wide range of marketing tools and tactics. It covers theorganisation’s website, display/banner advertisements, SEO and SEA, and emailmarketing. For all of these digital marketing tactics exists a set of tools you can use(please note that the services are listed as examples, please do further research foryour own purposes)

Web hosting services (selection):bluehost.com

1and1.com

godaddy.com

Namecheap.com

2. Communication Channels2.1 Digital Marketing


Display/ Banner Advertising Services (selection):bannerflow.comcybermark.combuysellads.com

SEO/SEA Services (selection):180fusion.comscreamingfrog.com



Email MarketingEmail marketing refers to newsletters and personalized communication withcustomers by email.It is cheap and reaches interested users effectively, it offers analytics capability, itfocuses on target audience.It must be on consent with the receiver. The users need to “opt-in” to get includedto E-mail-lists.Avoid spamming by providing high quality content and a decent Mailing frequency.

https://www.thebalance.com/email-marketing-2948346https://www.thebalance.com/what-is-opt-in-2917377



Get personalizedemails to see an average of a 19% increase in sales.



The retargeting - convert auser after entering the site.

The process is quite easy;the user comes to your site,a cookie is set to theirbrowsers.

Afterward, you can trackhim to show him ads on thewebsite he’s visiting.



2. Communication Channels2.2 Social Marketing and Viral Campaigns

Social Media MarketingSocial media marketing refers to marketing actions on various social mediachannels, like facebook, google+, LinkedIn, Instagram, Twitter, Youtube etc.Consider the appropriate content formats for the respective channel:

https://www.business2community.com/social-media/2017-social-media-image-sizes-cheatsheet-infographic-01805828#aWk2vVA8lAZhWhfP.97

https://t3n.de/news/wp-content/uploads/2017/03/social-media-image-sizes-2017.jpg.jpg



Viral CampaignsViral campaigns are a part of social media marketing. Social media campaigns canget “viral” if they reach a mass of users. This mass goes beyond your original targetmarket but makes the organisation known to a mass of potential customers.Another form of distribution by social media is the collaboration with “brandambassadors”.Social media are the vehicle for these viral campaigns; the most famous channelsare listed on the next slide.


Social Media Channel CharacteristicsFacebook Social media platform, private and business users, all file formats

LinkedIn Social media platform for businesses and professionals, less “fun-posts“ thatfacebook, reputable content, all file formats

Twitter Users subscribe to your channel, exclusive or public audience, visual media(texts, images, videos), texts up to 280 characters (limited length)

Youtube Video platform, create your own channel or post videos independently,consider keywords, video only, high quality recommended

Instagram Audiovisual platform, connected to facebook, images and videos only



Brand Ambassadors are users and customers who promote your products andservices independently as influencers or affiliates:• bloggers present your product and review it as experts;• customers rate your product in authentic reviews;• customers introduce their daily/common usage of your product, in video blogs,text blogs, expert forums etc.;• popular bloggers promote your products and services as affiliates, i.e. by earning

a provision for each click/transfer.

2. Communication Channels2.2 Social Marketing: Brand Ambassadors


The Internet has given consumers a voice, a publishing platform and a forum wheretheir collective voices can be heard, shared and researched, creating a morepowerful and educated audience than ever before.Consumer-Generated Media (CGM) - (Online Consumer Word-of-Mouth or OnlineConsumer Buzz) Encompasses the millions of consumer-generated comments,opinions and personal experiences posted in publicly available online sources on awide range of issues, topics, products and brands.

2. Communication Channels2.2 Social Marketing: Consumer-generated Media


Consumer-Generated Media (CGM)1.Blogs2.Message boards and forums3.Social media4.Discussions and forums on large email portals5.Online opinion/review sites and services/ feedback/complaint sites

Case study:https://www.tisindia.com/digital-marketing-case-study-tis-tmi.pdf

2. Communication Channels2.2 Social Marketing: Consumer-generated Media


e-COMMA

3. Evaluation


5 Steps to evaluate your organisation’s digital marketing performanceStep 1: Evaluate your digital marketing goalsThe first step in any good digital marketing strategy evaluation is a thorough examinationof the specific goals you’ve set for yourself in the past.• digital marketing goals include items such as:- the number of social shares your blog posts receive;- the size of your fan base on social networking websites;- mentions of your brand name on social media sites;- the number of positive reviews left about your company on sites like Google Reviews

and Yelp;- inbound website visitors from social networks;- total number of conversions resulting from social traffic.

3. Evaluation


Step 2: Reexamine your target customer profiles.It’s important to remember that any good digital marketing plan is founded on a

series of well-constructed customer profiles that outline the specific types of people

you’d like to reach through your campaigns.

Step 3: Take a look at your digital presence.Step 4: Evaluate your messaging strategies.Step 5: Check your digital marketing ROI.

https://www.forbes.com/sites/theyec/2012/10/13/5-steps-to-evaluate-your-companys-digital-

marketing-strategy/#179cf86a4259

3. Evaluation


https://www.smartinsights.com/digital-marketing-strategy/10-marketing-trends/

3. Evaluation


5 key metrics every Community Manager should be tracking

• the basics as Likes/Favourites/Retweets/Shares. They are good indicator that your audience

enjoys the content you’re producing;

• your audience – is your community growing? who joins it?

• deeper engagement - replies, comments and mentions;• driving traffic;• tracking what your audience is clicking on from your tweets and Facebook posts but also (on a

less-than-daily-basis) understand where your audience goes once they have left the social

network, if possible;

• clock-watching - find out if your audience is most receptive to your content and understand what

type of content works at specific times of the day.

3. Evaluation


Böcker 2015, S. 167.

3. EvaluationEvaluation Tools Overview

Tool (examples) Description

Google analyticshttps://www.google.com/intl/en_uk/analytics/#?modal_active=none

website analytics, traffic flow, user information, reports and dashboardsmost common tool

Adobe Analytics www.adobe.com/data-analytics-cloud/analytics.html?promoid=GVTYY6CK&mv=other

website analytics, traffic flow, user information, reports and dashboards, segmentation, alternative to Google analytics

Sum Allhttps://sumall.com/

social media analysisuses also the integrated social media analytics tools like Facebook Insights, Twitter Analytics, Youtube Analytics etc.

Clickywww.clicky.com

common web analytics, offers reports and heatmaps

Kissmetricswww.kissmetrics.com

common web analytics and email campaign automation

SimilarWebhttps://www.similarweb.com/

website analysis including important Key Performance Indicators (KPI)



The given table displays a selection of useful tools, for alternatives see also:

https://contently.com/strategist/2016/08/02/the-top-10-free-content-analytics-tools/

https://www.inc.com/guides/12/2010/11-best-web-analytics-tools.html

http://content.infotrustllc.com/6-free-analytics-tools-to-help-you-understand-your-competitor-s-web-traffic/

3. EvaluationEvaluation Tools Overview

Documents

e-COMMA Community Manager€¦ · Sourcesandfurtherreading: KarjaluotoHeikkiandLeppäniemiMatti(2005).“Factorsinfluencingconsumers’willingnesstoacceptmobile advertising:aconceptualmodel”,Int