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MKT360 - Coggle Diagram

- - - - Whistleblower
      - Poor CS, PR, governance
      - Management/biz failure e.g. processes
    - - Natural disaster
      - Socio-political changes e.g. government
      - Economic threats e.g. pandemic, CVOID
      - Competitors
      - Public sentiment changes
  - - - Readiness- before crisis emerges
        
        Establish team (marketing, comms, legal, upper management)- mobilised during crisis, also develops protocols
        
        Establish protocols
        
        Corporate digital media policy- social media usage guideline e.g. what can they post about?; contact list if need clarification
        
        Crisis plan- procedural framework to identify crisis threat, assess severity, determine appropriate actions; possible scenario planning
      - Radar (active convo monitoring; detection system)
        
        Listening posts- roles (PIC of which SM), process (buzz level, surrounding topics), reports filtering social data into crisis-response actionable insight
        
        Conversation criteria worksheet (updates what are you specifically listening for?)- list evolving keywords, hashtags
      - Response
        
        Preparation
        
        Activate crisis team
        
        Analyse info, prepare content
        
        Ensure communication platforms ready
        
        Response- engaging rather than alienating custs; ensure response coordination
        
        Evaluate- monitor info gap/flow, listen to response feedback
        
        Calibrate (response)- activate other digital means to extend reach e.g. paid search advertising to broadcast crisis comm
      - Recover (after crisis resolves; no new negative sentiments)
        
        Rebuilds damaged reputation
        
        Crisis > opportunity
        
        Ongoing crisis-related content marketing that slowly transitions back to normal content marketing
        
        Evaluation report (to update process)- response efficacy, gaps, obstacles
- - - - Product- digital brand, touchpoints; all brand interactions
      - Place- offline, online, mobile
      - Price- overall value creation e.g. related tips
      - Promotion- IDM, user generated content
      - Participation- sustainable r/s
      - Principles- core values benefitting community, sustainability
    - - Segmentation- consumer networks (vs. individual consumer)
      - Branding- social brand i.e. co-created (vs. strategic brand)
      - Product feature- cust exp (vs. product exp)
      - Sales process- long-term; value-adding (vs. short-term/sales)
      - Cust's decision process- influence marketing (vs. consumer behaviour)
  - - - Includes post-commitment focus
      - Iterative- not a funnel (one way, downward direction), but a cycle i.e. cust can go back and forth btw stages
      - Custs can enter at any stage (not necessarily from awareness)- to engage/target them at multiple points (every cycle stage)
      - Philosophy- long term value of sustainable r/s (inform, entertain, value-add, build loyalty) instead of short term payout (selling)
      - Goals- value-driven vs. engagement-driven
    - - Pre-decision
        
        Interest
        
        Involvement
        
        Awareness
      - Commitment
      - Post-decision
        
        Advocacy
        
        Champion
        
        Loyalty
    - - Track (their behaviours)- to understand their motivations e.g. they like promotions, discounts, sharing brand exp
      - Reward e.g. exclusive content access, "inner brand circle"
      - Enable- create interesting content (e.g. stories, videos, games) for sharing/inspiration
      - Connect- keep them informed like 1st line and extension of marketing effort e.g. upcoming events, promos
      - Measure e.g. how effective are their shares (click-thru rate)?
- - - - Define (brand/campaign msg)
        
        What (to say)?
        
        Core values- beliefs, philosophy
        
        Goals- objectives
        
        Functional (bottom-line)
        
        Increase revenue
        
        Produce new product ideas
        
        Generate leads
        
        Marketing (brand position)
        
        Brand-building
        
        Better brand awareness/perception/loyalty
        
        Brand positioning
        
        Increase cust satisfaction
        
        Driving word-of-mouth recommendations
        
        Handling crisis reputation management
        
        SEO
        
        Sustainable e.g. 100% organic food
        
        Tools
        
        Strategic analysis (internal, external) e.g. SWOT, reputational/competitive analysis
        
        How (to say)?
        
        Target- detailed buyer persona for all relevant segments (see PG 128)
        
        Demographics- age, gender, education/income lvl, marital status
        
        Psychographics
        
        Buyer behaviour
        
        Info sources- friends, online, forums, keyword searched?
        
        Objections- purchase-prevention barriers
        
        Pain points- challenges, problems faced
        
        Anticipated experience- features, benefits, purchase exp
        
        Understand brand assets/properties- use content audit (reflects current brand portrayal)
        
        Promise- brand guarantees e.g. good sound
        
        Essence- few keywords of fundamental qualities//characteristics (e.g. nurturing, holistic); foundation of all external touchpoints, internal actions
        
        Voice (shows personality)- vernacular (e.g. folksy vs refined), words, etcs
        
        Value proposition/positioning- why your brand?
        
        Target
        
        Product industry/competitive frame of reference
        
        Features
        
        Benefits- rational, emotional
      - Establish (online presence)
        
        Website
        
        Integrated- syncs all digital presence elements
        
        Optimised- across diff browsers/devices, etc.
        
        Mobile (see PG 136)
        
        App categories
        
        Native- dont need internet, need to download
        
        Mobile web- need internet, don't need to download (access through mobile web browser)
        
        Hybrid- need internet, need to download
        
        Social channels
        
        Functionalities
        
        Communication (interaction btw users)
        
        Richness (of media)
        
        Sensory cues feedback degree e.g. audio, visuals, dynamism, colour
        
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        Frequency (of post)
        
        Extent info is refreshed- 1 way; speed of posting new info
        
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        Synchronicity (of interactions)
        
        Info exchange speed- 2 way dialogue comm
        
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        Sharing (of info)
        
        Content distribution/exchange degree e.g. YT (share videos), IG (share pics)
        
        R/s (social identity, r/s btw users)
        
        Self-presentation
        
        Ability to present self-identity e.g. personal info disclosure
        
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        R/s structure
        
        High (formal, regulated) e.g. LinkedIn (helps user expand r/s); platform knows who you are closer to thru your behaviour e.g. commenting on same friend's post
        
        Low (informal, less regulated) e.g. Twitter, IG, YT
        
        Reputation, social groups
        
        Ability to form communities/groups with common interest; platform can send related trending content
        
        Express social standing, present reputation
        
        1 more item...
        
        Pros- better brand awareness/reputation/rs, web traffic
        
        Selection criteria- to match
        
        Social channel
        
        Primary- functionalities
        
        Secondary- demographics, content (e.g. text, graphics), way users communicate (e.g. short bursty msg to curated pictures)
        
        Biz
        
        Goal (of content strategy)
        
        Communication- Twitter, IG, YT, Pinterest
        
        R/s (e.g. build advocates, manage cust issues)- FB, WeChat, LinkedIn
        
        Positioning- target, promise
        
        Key- targeted, focused content, good reach, integrated (using content management system for consistency)
        
        Selection consideration
        
        Diff DIC touchpoints = diff platform
        
        Buyer's persona- their usual online hangouts
        
        Positioning- which platform functionalities best allows value communication? e.g. complex tech product = needs rich media
        
        Goals e.g. to boost sales = ecommerce platform, boost awareness = platform boosting SEO standing
    - - Convey (info/brand msg)
        
        How?
        
        Content marketing- strategy
        
        Key- PARC
        
        Participatory- get targets involved; interactive opportunities
        
        Authentic- more human-like (rather than corporate); builds trust
        
        Resourceful- valuable (resolves target's problems), relevant (personally meaningful) content
        
        Credible- build expertise reputation, trustworthiness (thru consistency)
        
        How? (see PG 148-154)
        
        Blogs- frequency, length, layout, vlog
        
        Premium content- in-depth info e.g. downloadable PDFS/template, webinars
        
        Newsjacking- leverage popular news as brand content (e.g. sharing related post); ensure quick, creative, relevant ethical action
        
        Multimedia content e.g. infographics, videos, podcasts
        
        Key- VCR
        
        Valuable- share-worthy
        
        Credible- convincing e.g. experts, ppl with experience
        
        Relevant- educational, captivating
        
        Pros- awareness, trust
        
        Social media marketing
        
        Categories
        
        Social networks- FB, linkedin
        
        File sharing- YT, IG
        
        Microblogging- twitter, tumblr
        
        Forums- HWZ, reddit
        
        Instant messaging- LINE, wechat
      - Promote (interest)
        
        How? Social networks
        
        Paid- traditional ad
        
        Pros- control, scalable, on demand
        
        Cons- poor credibility, declining response rate
        
        E.g.
        
        Paid social promotion (user's social contacts embedded, geo-location targeting, interest- rather than search-based
        
        Paid search- ads based on users' search terms e.g. Google Adwords
        
        Earned- organic/viral upload
        
        Pros- credible, transparent, sales-promoting
        
        Cons- control, unpredictable scalability, negative possibility, hard to measure
        
        Influencer marketing
        
        Pros
        
        Promotes word-of-mouth- affects cust's decisions
        
        Existing association with influencer's personality
        
        Ready group of followers- more reach, more convincing
        
        Similar to ads
        
        Cons
        
        Growing cynicism if payment involved (e.g. "paid to say good things")- to explicitly acknowledge this and prevent astroturfing perception; loses some credibility, authenticity
        
        Integrity, control issues- works with competitors (conflict of interest)
        
        Poor fit btw influencer and brand
        
        Building influencer base
        
        Strong cust service exp, loyalty programme
        
        Involving key custs with biz e.g. cust advisory board, contests, fan clubs, brand events
        
        Give them sample and get their feedback/share reviews
        
        Owned- corporate driven
        
        Pros- control, cost-efficient, longevity
        
        Cons- declining credibility, scalability, non-guaranteed results
        
        E.g.
        
        SEO/search marketing (right time, right content, right target)
        
        Corporate blog- tell effective news stories, human face (softer side), encourages content conversation
        
        Converged- integrated mixture :
    - - Connect (build r/s)- thru direct marketing
        
        Tools- SoLoMo; location-based apps (see PG 170-176)
        
        Social platforms
        
        Connection platform- to actively engage
        
        Tools
        
        Social data- gather from online social interactions
        
        Social ad- paid ads on social media
        
        Localised
        
        Proximity- nearby/easily accessible solutions to fulfil target's needs
        
        Tools
        
        Local SEO- long-tail marketing, geo-location ad
        
        Geo-location social networks- increases brand's social spread, lead nurturing/conversion e.g. social check-ins
        
        Geofencing- virtual perimeter around a physical space
        
        Mobile devices (medium)
        
        Pros- enables content personalisation, widespread prevalence
        
        Tools- text messaging, mobile apps, mobile ads, mobile-friendly creatives (e.g. QR codes)
        
        Basis- contextual relevance (optimum timing connection); proximal-based content
        
        Types
        
        Info, navigation
        
        Tracking
        
        AR
        
        Location-based
        
        Social media
        
        Gaming
        
        Categorisation
        
        Info pushed- supplied to user by biz
        
        Info pulled- requested by user thru server
      - Convert (leads > cust / cust > advocates)
        
        How?
        
        Lead nurturing- DIC stage consideration (see PG 154-160)
        
        Considerations
        
        DIC stage?
        
        Needs/solutions?
        
        Appropriate content, contact point?
        
        Execution
        
        Who?
        
        Tools
        
        Premium content e.g. sign-up before watching video
        
        Email campaign- retarget/follow up to downloaded content e.g. thank you for downloading, then other related value-adding content not covered in initial download
        
        CTA ("download"), attractive landing pages (e.g. include interesting quiz to capture visitor's info/needs)
        
        Lead conversion
        
        Key- more personalisation, assistance
        
        Tool- social cust r/s management (SCRM); consolidates cust info into 1 repository for better organisation, automation
      - Leverage online communities
        
        Pros
        
        Generates- crowd content (attention, engagement), consumer data, brand advocates
        
        Genuine r/s
        
        Highly specialised, topic-specific group- freely discuss deeper issues with biz reps; better match biz solutions to their needs
        
        Platform to get info helping their buying process
        
        Members can leverage other social media to increase community reach
        
        Life-cycle
        
        On board- needs founder's participation, ground rules; ppl seeking value
        
        Established- r/s formed, early experts take backseat; organic convo
        
        Mature- self-supporting community, established r/s
        
        Mitosis- dissolve into smaller networks
    - - Types
        
        Quantitative- volume
        
        Website
        
        Traffic (see PG 184-185)
        
        Unique/repeat visitor
        
        Direct (no referrals), organic (found via non-paid search)
        
        Inbound links
        
        Bounce rate
        
        Social platform (see PG 188-189)
        
        Rates- cust response, audience growth, avg engagement
        
        Channel reports
        
        Qualitative- brand perception
      - Digital marketing evaluation model
        
        Biz objectives- overarching goal e.g. brand awareness, lead generation, sales, loyalty/advocacy, etc.
        
        Desired outcomes (specific evaluation aspect)- how do you plan to achieve your objective? What means? Which route?
        
        KPIs (outcome-related metrics)
        
        Targets (for KPI)- against historical/competitive data
        
        Metrics (see PG 236-237)
        
        Counting- typically quantitative e.g. likes, fans, check-ins, mentions, website traffic, conversion rate
        
        Foundation- typically qualitative; used to develop other metrics e.g. interaction, engagement, influence, advocacy, impact
        
        Outcome- reflects DIC stages e.g. user growth rate, referrals
        
        Biz value- reflects directly on biz e.g. sales, marker share, cust retention, sustainability
        
        Segment
        
        Who? Target attribute
        
        How? Behaviour- traffic source, attraction/conversion tool
      - Marketing automation- constant initiation (respond), monitoring (listen) services e.g. Social Analytics (for social media platforms)
        
        Pros
        
        Coordination- across platforms, programmes, cust contact
        
        Enables real-time decision making e.g. related to social publishing
        
        Enables visibility of marketing processes e.g. KPI progress
        
        Better manage marketing, campaign budget cos real-time tracking