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Social Media, IT Academy & Certifications
Tim BushMarketing Manager, Microsoft
Greg PearsonUK Lead, Microsoft Learning
Tim Bush Marketing Manager UK EducationMicrosoft
Social Media: Unlocking the Future of Marketing
@tbush
Overview
Traditional Marketing
New Marketing
Social Media Strategy
Conclusion
Questions
Traditional Marketing
• Reach and frequency• One to many
communication• Focussed on
interruption• Becoming unstuck!
Marketing is in Trouble…
Marketing is in trouble
• Messages reaching excessive levels! • Ad’s blocked• Monologue rather than dialogue is no
longer working• Ignore companies
Marketing is in trouble
• Product choices informed by friends, peers and trusted online sources
• Social media key driver!
• Traditional marketing can no longer dictate the path people take, nor lead the conversation
New Marketing
• Radical shift in mindset• Built around the concept of
engagement rather than interruption (add value)
• Social media sits at the heart of ‘New Marketing’
• Trust, authenticity and integrity is key!
Core Strategy: Share or Solve… Don’t Sell!
Strategy• Help core stakeholders become more
effective• Focus on engagement rather than
interruption• Identify, listen and engage with key
stakeholders online
InBound Marketing
Pull not Push
Social Media+ = InBound Marketing Model
Digital Activity
Content Permission Social Media SEO Measureme
nt
Content
• Create value add content
• Tailored to specific stages of the sales cycle
• Blog/Website is the hub
Permission• Value add content is
shared/promoted via advertising, DM/eshots and PPC
• Objective = obtain permission to receive more content
• Permission via RSS, Twitter, Facebook etc = develop reach
• With permission – each subsequent tweet or blog post provides frequency
• More effective and efficient than traditional techniques
• Its anticipated and wanted!
Social Media• Acts as a vehicle to
share content • Achieve reach and
frequency objectives• Most importantly –
offers ability to listen, engage, support and help community (New Marketing)
• Focus on helping community become more effective
• Social Technographics
Tools
Search Engine Optimisation• Large number of product searches
begin online – Bing, Google, YouTube, real time search (Twitter, Facebook)
• 1st Page SERP results for important keywords or phrases
• Create dynamic content tailored and optimised for these phrases
• On page and off page optimisation
Measurement
• Traffic• Influence (Klout)• Sentiment • Leads/goal conversion• Engagement –
comments, RT’s • Ongoing optimisation
Marketing Take Aways• Create useful/value-add content• Focus on engagement rather than
interruption• Listen, support and speak• Its not just marketing• Its not about the tools!• Its ongoing
Microsoft IT Academy & Certification
Greg PearsonUK Lead, Microsoft Learning@[email protected]
Global I.T. job prospects are good
30%
Employment is projected to grow by 30 percent from 2008-2018 as firms continue to invest heavily in software and other information technology.
55%
Computer specialists accounted for 55 percent of the jobs in this industry in 2008, reflecting an emphasis on technical skills.
Computer engineers must continually strive to
keep their skills up to date. One way to do this is through professional
or technical certification.
** Bureau of Labor Statistics, Career Guide to Industries, 2010-11 edition
What working in I.T. meansNot just code development. The IT industry is host to a whole raft of job
titles.
Project managerAlso known as: product planner, project leader, master scheduler.
Technical salesAlso known as: sales manager, account manager, sales executive.
Systems analystAlso known as: product specialist, systems engineer, solutions specialist, technical designer.
Business analystAlso known as: business architect, enterprise-wide information specialist.
Software engineerAlso known as: application programmer, software architect, system programmer/engineer
Technical consultantAKA: IT consultant, application specialist, enterprise-wide information specialist.
Why Microsoft Skills Matter
$1.7 Trillion
IT Spend will grow to $1.7 trillion in 2013.
41.4 Million
IT jobs will grow from 35.6 million jobs in 2009 to 41.4 million jobs by 2013
51% of IT employment will be software-related
IT departments running the Microsoft ecosystem in these countries employ 42% of the IT workforce.
42%
51%
Source: IDC Economic Impact Study, Global, 2009
UK Employment Opportunities
500,000
The Microsoft UK ecosystem employs over
These employees account for 39%of IT related employment (2011)
IT and business professionals working with Microsoft products or services
In total Microsofthas more than 30,000 partners in the UK
Source: 2011 IDC UK Data & Messaging
New IT Skills for the Cloud
‘They'll need to be big picture thinkers, like someone who anticipates how executives might make better use of a Smartphone, rather than someone who just knows how to get corporate email onto the device…’
‘They'll need to be better business problem solvers… who sit with marketing teams and cook up new ways to use that software …’
And they'll need to be first-rate program managers, people who can drive projects to the finish, not just take orders and knock out the technical piece of it.’ – Bentley Curran, CIO, Brady Corp. InformationWeek interview
Cloud Skills Require New Cloud Courses
Shift to the Cloud will Create 14M New Jobs
Mobile Dev App Dev• 1BN Windows PC’s
WW• Unified UI and
experience across multiple platforms
• New business models
IT ProfessionalsBuilding on existing skills and technologies for hybrid and cloud environments
Private Cloud
Public Cloud
Cloud Skills
• Proliferation of mobile devices
• Enterprise and SME mobile business apps
• Integration with current software
• Virtualisation• Architecture• Integration
• Cloud Services Manager
• SLA’s, Security
Source: IDC Economic Impact Study,
MTA & MCP Pathways
Master
Expert
Associate
Microsoft Certified Solutions Master
(MCSM)
Microsoft Certified Solutions
Expert (MCSE)
Microsoft Certified Solutions Associate
(MCSA)
70-563: SharePoint 2010, Application Development
Microsoft Certified Solutions Developer
(MCSD)
Microsoft Technology Associate
(MTA)
98-361: Software Development Fundamentals98-363: Web Development Fundamentals98-373: Mobile Development Fundamentals98-374: Gaming Fundamentals98-375: HTML 5
How Does IT Academy Support You?
Tutor Readiness and
Upskilling
Cost Saving Curriculum
Tool and Resources
Industry Recognised
Certifications
Supporting IT Teaching and Employability
- MCT Membership
- Free MTA Tutor Guides
- MTA (20) & MOS (10) Starter Kits
- MS Press E-Reference Library
- Elearning Portfolio (350 courses)
- Free MTA Student Study Guides
- Academic Discounts on classroom curriculum
- Free Lesson Plans
Dreamspark Membership- Visual
Studio- Windows
Phone- Kinect- Robotics
Studio
Kodu, .NET Gadgeteer
- Academic MCP Pricing (£48 vs £99)
- Academic Site Licenses for MOS 7 MTA
- Qualifications mapped on to QCF
ERP £756
$43,750Total
estimated value of an individual
school/campus ITA
membership if these
products bought
separately
Greg [email protected]