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In a hyper-connected, socially-broadcasted world, how do you build an attentive audience, let alone engage a loyal customer base? When everyone seems to be running every possible social media page to promote their businesses, how do you keep up? Do you even need to? Perhaps you’ve decided to rely on word-of-mouth because your work is not the kind that should be selling itself through street-corner pamphleteers. But how do you ensure that the right words are being shared? It’s time to get smarter at telling your story. This presentation was designed to take marketing communications back to the drawing board. It touches on the history and philosophies underlying sustainable communications practices to expose the bad habits that traditional marketing communications has ingrained in many a marketer. Who would this be useful for? Anyone with a keen interest in understanding the drivers of the evolution of marketing communications, and using these insights to develop smarter brand-speak. Expect no copy+paste recipes for success here. About the author: Dinika Govender (@drivingmissd) is a business developer at New Media Labs - a Cape Town-based tech agency. She manages strategic marketing, PR, and recently launched #NewMediaMondays: a series of quarterly talks bringing designers and technologists together to foster multi-disciplinary innovation. She's always hungry for feedback, too.
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MARKETING COMMUNICATIONS
by @DrivingMissD!
Telling better stories in an A.D.D. world
THIS IS ME
DadEducationalist, JHB
Mom!Finance-y Person, JHB
Me!Connector/ Creator/ Collaborator, CPT
WHAT TO EXPECT 1. Marcom: learn some, unlearn a lot. 2. Why story-telling matters 3. How to tell good stories well. 4. Putting theory into practice 5. Measurement 6. A few golden rules
1. WHAT IS MARKETING COMMUNICATIONS, REALLY?
Advertising PR (incl. Sponsorships)
Direct marketing Co-marketing Promotions
Personal selling
IT’S ALL THE WAYS YOU’RE PUTTING YOURSELF OUT THERE.
IN ORDER TO MEET A SPECIFIC OBJECTIVE
Sales Recruitment
Respect
WHAT KIND OF BUSINESS OBJECTIVES?
Simplistically: tell and sell.
WHAT DID MARCOMS DICTATE WE DO?
Information & Technology
Finance Political society
BUT THEN THINGS STARTED CHANGING WITH THE DEMOCRATIZATION OF
Simplistically: tell more and sell more.
AND WHAT DID MARCOMS DICTATE WE DO?
2. SO THIS IS WHY STORY-TELLING MATTERS.
BECAUSE CONSUMERS’, SEGMENTS’ AND AUDIENCES’ CONSUMPTION BEHAVIOURS HAVE CHANGED.
(Thanks Facebook)
BUT CONSUMERS, SEGMENTS AND AUDIENCES ALL HAVE A LITTLE THING
IN COMMON.
(Humanity)
WHAT’S MORE?
So does your brand.
3. HOW TO TELL A GOOD STORY IN TODAY’S WORLD. HOW TO TELL IT GOOD.
Delivery is now in micro-moments.
Respect the context + nuances of the room.
Respect the psychology of the room.
Quality and honesty shouldn’t suffer. (Never ever!)
LESSON 1: CONTENT IS KING
(INSIGHTS FROM GARY VAYNERCHUK, FOUNDER OF VAYNERMEDIA)!
Information consumption is now social.
Great content delivered poorly will be ignored.
Don’t fight the convergence.
Be considerate. No one likes a brand-booty-call.
LESSON 2: DISTRIBUTION IS QUEEN
(INSIGHTS FROM JONATHAN PERELMAN, FOUNDER OF BUZZFEED)!
4. THE 99% SWEAT: DESIGNING AND EXECUTING YOUR COMMUNICATIONS STRATEGY.
Sense.
Respond.
Pre-empt.
Delight.
THE GRAND STRATEGY
Sense. Sense. Sense.
Question. Listen.
Respond.
Sense again. (Wtf factor)
Question again. Listen again.
Learn. Repeat.
Pre-empt.
Delight.
IN PRACTICE, IS MORE LIKE
5. MEASURING YOUR IMPACT AND EFFECTIVENESS.
Google yourself.
Use a free service (eg: klout).
Step back & be your own judge.
(Would you buy into your own content?)
Get comfy with Google analytics.
SIMPLE WAYS TO CHECK YO’SELF BEFORE YOU WRECK
YO’SELF
6. SOME GOLDEN RULES
DON’T HIDE BEHIND YOUR PRODUCTS.
RESPECT THE POWER OF ASSOCIATIONS.
GET OUT OF YOUR BUBBLE.
HAVE RESOURCES. WILL EXPERIMENT.
THANK YOU
For more classes in tech, design, media and business, see:
twentyfifty.co/classes!
