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concept map (Lesson 5:Mobile marketing (Four keys to success (Three…

- - - - Step2. Define your Brand/Corporate Profile
        
        Nature of business
        
        Service/Product brand
        
        Business Size
        
        Brand Vision & Mission
        
        Brand architecture
        
        Price range
      - Step 3. Define your new Market Position
        
        Vision
        
        Mission
        
        Goal
      - Step 5. What is your Brand Personality
        
        Brand Message
        
        Brand Promise
      - Step 4. Define your Target audience
        
        age
        
        gender
        
        occupation
        
        income
        
        Education
        
        location
        
        lifestyle
        
        family status
        
        marital status
      - Step1. Define your Project nature
        
        Introduction
        
        Background Information
        
        Project aims & Objectives
        
        Topic
        
        Problem Defined
        
        Big Idea
      - Step 6. Design the Action Plans
        
        Awareness
        
        Consideration
        
        Informative
        
        Findable
        
        Ease of use/share
- - - - Trivago example
- - - - Actions Feelings Desired
      - Feelings
      - Desiredoutcomes
      - Pain points
- - - - Personal
      - Potency
      - Portability
  - - - prioritisation of content
      - Links and buttons
      - Screen size and graphics
      - Reduced hierarchy
      - Phone integration
  - - - Search engine
      - Pay-per-click
  - - - Immediate response
      - Planned timing
      - Triggered message
- - - - Electronic Meetings
      - Wikis
      - Conferencing/Teleconferencing
    - - Ranking Sites
      - Social Bookmarks
      - Social Content
        
        Types of contents
        
        Hub Content:
        
        Regularly updated destination with well balance between products & brands
        
        Hygiene Content:
        
        Most compelling answer to consumers’ questions
        
        Hero Content
        
        Entertain and inspire with emotional storytelling &amplify through ads
        
        Amplify the content
        
        Paid media
        
        Owned media
        
        Earned media
      - Media Sharing
        
        Kakaotalk
        
        Instagram
        
        WeChat
    - - Social Networks
        
        Facebook
      - Web RSS
      - Mash-ups
    - - Virtual Worlds
      - Blogs
        
        By Media Type
        
        By Genre
        
        By Device
        
        Question blogging
        
        Corporate blogs
        
        Personal blogs
      - Instant Messaging
        
        Line
        
        WeChat
      - Twitter
  - - - Page Name
      - Page Title
      - Focus Keywords
      - Hero Image
      - Hero Quote
      - Sidebar Imager
      - Sidebar Quote
      - Metadata
        
        Page Description
        
        Page Title
    - - Key Message
      - Competitors
      - Creative Benchmark
      - Design Consideration
        
        Usability and User Experience
        
        Look and Feel
        
        Fonts
      - A Series of Images
      - Content Consideration
        
        Type of Voice
        
        Style of Photos and Videos
    - - Testing And Cross-browser Compatibility
      - Mobile And Apps
      - Domains, Hosting, Emails
      - Ongoing Maintenance
      - Forms
      - Content Management System
      - Editing Capabilities
      - Content Types And Fields
      - Functionality and integrations
    - - layout of your website.
        
        black-and-white sketch drawings
  - - - earned media
        
        it carries far more credibility than Paid media
        
        leveraged the context of an independent the third party speaking on a brand's behalf.
      - Paid media
        
        act like a connective tissue between the brand and its constituents in social media
        
        deliver a message to a precise target
      - owned media
        
        business creative its own channel to interact with its audience
        
        provide real value to a target audience while controlling the message
    - - Amazon
      - TMALL.com
      - Taobao.com
    - - understand its online customers well
      - market share online
      - powerful value proposition online
  - - - enabled a level of interaction and dialogue
        
        consumers
        
        media
        
        marketers
      - used by companies
        
        entertain
        
        creating attention or causing behaviour that results in
        leads, sales or advocacy
        
        inform
        
        educate
      - Social media
        
        customers and prospects to communicate
        
        +communication can result in leads, sales
        
        -less structured and conversational
        
        The GOAL
        
        participation, then behavior
      - The GOAL
        
        consumption, then behavior
      - Used By Leading Brands
        
        educates customers instead of pitches them
        
        send us information all the time
        
        there are three key reasons and
        benefits for enterprises
        
        Cost savings
        
        Better customers who have more loyalty
        
        Increased sales
        
        Case Studies
        
        IBM
        
        adidas + The Boston Athletic Association
        
        Intel
        
        Apple
        
        Lenovo
        
        L'Oréal Paris
        
        Samsung
        
        Tourism Australia
        
        Art Gallery of New South Wales
        
        Google
        
        Nexcare/3M
        
        American Express
        
        Case Studies
        
        Priceline
        
        Marriott
        
        Lay’s
        
        Visit California
        
        Gatorade
        
        WestJet
        
        Purina Puppy Chow
        
        Tourism Queensland
      - Quality content
        
        PR
        
        PPC
        
        SEO
        
        Inbound marketing
        
        Social media marketing
        
        Content strategy
    - - Audience
        
        DELIVERING THE PROMISE OF VALUE TO THOSE WHOM YOU WANT TO TAKE ACTION
        
        The internal stakeholders
        
        Some people to help continually grow your business
      - Story
        
        PLOT IS WHAT HAPPENED, STORY IS WHY IT HAPPENED
        
        no fixed narrative rules you need to follow
        
        need to view your content through the lens of value creation, purpose, and (yes) heart.
        
        to monetise the subscribed
        audience that will gather around it.
        
        only way to establish the trust and rapport.
      - Purpose
        
        THE VALUE PROPOSITION OF THE CONTENT PRODUCT
        
        clear view of the business goals
        
        creation of an engaged audience,
        
        will create value to an audience,
        
        audiences will aggregate based on the continued
        
        sets the tone for your content marketing initiatives and defines your expected outcomes
      - Process
        
        CONTENT MARKETING IS AN ONGOING OPERATION, NOT A SHORT-TERM CAMPAIGN
        
        determine the process,create an operational plan
        
        A standard routing process, or workflow
        
        Required team skills and resources
        
        A content taxonomy
        
        Editorial style and contributor guidelines
        
        A channel plan, and codes of conduct
        
        Required tools and systems for optimal productivity and efficiency
      - Measurement
        
        MEASURING FOR MEANING, NOT MEDIOCRITY
        
        establish a system for monitoring and
        reporting the results of your activities
      - Goals
        
        TURNING MISSION-CRITICAL IDEALS INTO TANGIBLE RESULTS
        
        Cost-savings goals
        
        Business-growth goals
        
        Campaign goals
      - Creativity and Design Content
        
        easy reading
        
        recognised the distinctive shape of the word
        
        Readability Checklist
        
        Use uppercase type with care
        
        Avoid long lines of text
        
        Give text room to breathe
        
        Build contrast into each page
        
        Avoid text wraps
        
        Monitor the details
        
        Keep subheads short
- - - - Goals define your high-level aims and objectives
    - - For this you need to understand your core audience (personas, profiles,and identify the customer types that you want to attract
    - - Set-out where you are in your social journey and where the business needs
    - - Review
        
        strategy needs to be flexible
    - - A short, concise summary of what the strategy is aiming to achieve
  - - - choose a proper social network to satisfy the goals of your
        social strategy.
    - - Social media content schedule:
      - Measurement framework to be devised
      - Social Media Audit:
    - - ensuring each activity has a timeframe stamped
        on it
    - - key performance indicators (KPIs )
- - - - Create: Produce new or original work
      - Evaluate: justify a stand or decision
      - Analyse : Draw connections among idea
      - Apply: use information in new situation
      - Remember: recall fact and basic concepts
      - Understand: explain idea and concepts
- - - - Text
      - Image and photo
      - Audio
      - Video
      - Website
    - - Bookmarking site
      - Social news
      - Media sharing
      - Microblogging
      - Blog comment and forums