How to skill up in Digital Marketing to give employers what they wantLuke MarshallThe University of MelbourneFriday 14th October 2016

Hi, I’m Luke.I’ve worked at Google, Facebook, with startups, and within agencies. If you’re enjoying this talk, pop a photo on Twitter @marshwah.The best tweet gets a follow-up coffee.

2006I started entertaining the thought of working in marketing in 2006.

Law (twice) InsuranceData entryCall Centre

It wasn’t my first option

My first job ad

?How would you answer the ad?

I applied.And I followed up.Today, I’m going to walk you through strategies on how you can stand out to employers and get internships, but this is probably the most important piece if information for you right now: follow-up.

It’s killer.

Times you use follow-up

…After first contact with someone …After a meeting …After a coffee date …After a group interview …After a job application

After every instance where you’ve had an interaction and you’d like to move things forward.

?So what happened at Starcom?

TodayI want to distil a decade of experience and show you what it takes to get through the front door and into digital marketing.

I’ve been there myself, I’ve worked with people that have come through, and I’ve interviewed and vetted people that have come

knocking on the door.

What you’re trying to do

‣Break through into a highly competitive industry (digital marketing)

‣Secure an interview with one of the gatekeepers (a hiring manager)

‣Convince them you’re worthy of working for them (they know more than you) …and get the job

‣Research skills to find out what jobs are about

‣Story bombs to drop in interviews

‣Hands-on experience to show you can do what they need you to do

What you’re

going to need

What agency do you want to work for? What clients do they have? Do you like their case studies? Are you familiar with trade publications and what’s going on?

Research Skills

You need ammunition for what you’re going to tell the hiring manager. You want as many real-life examples as you can. The goal is to weave these examples into the answers you give.Q. Ever been in a situation where you’ve had to deliver the right message?

Story Bombs

A.

Taken from my 2006 AFA Application

Someone who has worked in the industry or is familiar with the tools

Hands-on experience

> Someone who is really smart on paper but

brand new to the industry

?How do I get better at research, acquire story bombs, and get hands-on experience?

5 There are five behaviours that the best people in the industry have. You don’t necessarily need to emulate these qualities, but they will help you tremendously. Here they are…

Make stuffOne

!You need to make things!

It doesn’t really matter what

a magazine

a newsletter

a microbusiness

a craft

a program

!By creating you are learning about completing. You’re researching something, you’ve got something you can tell stories about, and

you’re getting hands-on experience at something you can relate to.

Zac works at Cummins & Partners as a Digital Planning Director

Mark runs his own consultancy in New York, and has worked for Leo Burnett and Big Spaceship

http://www.pigsdontfly.com/2011/07/move-fast-and-break-things.html http://www.markpollard.net/why-strategists-should-make-stuff/

Further reading on making stuff

Test and learnTwo

!Get used to testing things and failing.

Losing a small amount of test budget learning

something

Proof

> Not learning anything and spending the complete

budget

1. Take a small portion of media budget and spread it across 2 or more experiments

Example: Performance marketing

2. See how each each experiment works and note which performs best

3. Put the lion’s share of the media budget behind which experiment performed the best

The Pokémon story

Drink coffeeThree

The industry is fuelled by coffee

An information gathering tool

A simple hot drink enables you to find the answers to hard questions like:

1) Do you know what sort of business you want to work in? 2) Do you know what that business is like? 3) Before you commit - is there anyone in that business you could

ask what it’s like?

… what’s stopping you?

A great approach

‣ Makes the title relevant to me

‣ Short intro about them

‣ Explains how he found me

‣ Asks for coffee and keeps it short

!Not every approach will be answered, but make the most of the people who you do make contact with.

Virtually every opportunity I’ve got in my career has involved a hot drink at some stage.

Get onlineFour

?Where are you online?

Some rules of thumb for your online presence

Facebook Chances are you have one - stick with friends

Blog Definitely worth having one, try and stick to a niche

Portfolio Mandatory for creative roles - show off your work/thoughts

LinkedIn Maintain and update regularly - you’ll be checked here as your 2nd resume, and to see who you know

Twitter Great for following influencers - look for lists you can follow

Instagram Stick with friends/personal use, unless you’ve got a creative project

Snapchat You tell me! I don’t know how to use it ;)

LinkedIn etiquette

- I generally only connect with people I know or have met.- I’m open to opportunity.

- I’m courteous. - I personalise my connection request if it’s not obvious why I’m connecting.

!Don’t overdo it.It’s better to do one channel well than overextend yourself.

We’ve shown you some ways to skill up in digital marketing. Using a combination of techniques to increase your research capabilities, get hands-on experience, and prep yourself to drop story-bombs.

But what do you think is the number one way you can show an employer that you’re ready to work for them in the digital marketing space?

So far…

!Digital marketing:The marketing of products or services using digital channels to reach

consumers.

http://lexicon.ft.com/Term?term=digital-marketing

Make money online

Five $

Hear this

The best way to learn digital marketing is to employ it for your own business or benefit.

If you can show an employer how you’ve made money for yourself, the skills you’ve learned will add indefinite value throughout your career.

Be aware of trash on the Internet and

challenge yourself

Jason runs his own software and design agency in the US

called 37signals http://www.inc.com/magazine/20110301/making-money-small-business-advice-from-jason-fried.html

Reselling goods

Crowdfunding‣ Funded my own passion project around mental health and sexuality

‣ Learned about organic promotion, video production, and email marketing

‣ Raised nearly $4,000https://pozible.com/project/8165

Advertising

http://getbusylivingblog.com/how-ive-profited-100k-online-in-just-5-months-this-year/

‣ Try and make money by pushing customers to a website or product

‣ Or even use Google AdWords or Facebook ads to promote your blog

‣ By getting familiar with these tools you’ll learn more about what’s required once you start work

Benny Hsu runs a lifestyle blog

SummarySumming it all up.

Conclusion

Research skills Story bombsHands-on experience

1. Make stuff 2. Take a test and learn approach 3. Drink coffee 4. Have an online presence 5. Try and make money online

?Am I missing anything?

!Follow up!

Q&AQuestions and answers

Thanks!hello@lukemarshall.net @marshwah