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Session 6 Create 1

Session 6 Create 1. Digital and Social Media Marketing Prof. Surya Mishra, SOM, KIIT University. This Media is different. You want Engagement Create conversations – don’t give statements You want users to talk amongst themselves You want to use the language of the media .

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Session 6 Create 1

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  1. Session 6 Create 1 Digital and Social Media Marketing Prof. Surya Mishra, SOM, KIIT University

  2. This Media is different • You want Engagement • Create conversations – don’t give statements • You want users to talk amongst themselves • You want to use the language of the media

  3. This Media is same • Human emotions and appeals remain same • Maintain Brand parameters • Say the same things – maybe differently • Be relevant to the consumer • Your offering doesn’t change with the media

  4. Create • Know / Chose your audience • Know / Chose your media • Develop a high-impact headline – the big idea! • Use relevant images • Write body copy to create desire • Include a clear call-to-action

  5. Create where? • Web Development • Blogging • Adwords • Banner ads • YouTube / Vimeo etc. • Picasa / Flickr / Facebook etc. • Mobile Development • App • Web • SMS • Facebook / Twitter etc

  6. Communication • Appeal • Engagement • Persuasion • Brand Character • Body Copy – Persuasion, desire • Call-to-action • Call Now, Buy, “Do something”, “Go to your nearest dealer”, Log into the website, like the facebook page, write to the brand etc.

  7. Advertising Appeals • Sex – It sells! • Affiliation – most often used ad appeal • Nurture – cute animals / children • Aggression – desire to get even • Achievement – Celebs as projectors • Power – desire to dominate • Fear – what could happen

  8. Advertising Appeals • Attention– separate from Fame • Autonomy – Independence • Escape – Adventure • Safety – One of the basic human needs • Beauty – Attractive • Curiosity – Human tendency • Prominence – Fame

  9. Mascots Add to theBrand Character

  10. Web Development Some core considerations • Accessibility • barriers which might prevent users from accessing your website • Usability • how usable your website is to your users • Searchability • how your website can be found via search • Discoverability • how your website capitalises on social media to make it more shareable and discoverable

  11. Accessibility • Technical barriers • such as browser compatibility • Mobile view enabled • URL ease etc • Users ability barriers • language • sight problems.

  12. Usability • Standard conventions • Information architecture • Sitemap • Content

  13. Do’s and Don’ts • Highlighting key phrases and words • Using bulleted lists • Using paragraphs • Using descriptive/distinct headings • Never resize windows or launch the site in a pop-up. • Don’t use splash pages • Never build a site entirely in Flash • Don’t distract users with “Christmas trees”

  14. Searchability • Labeling things correctly: • URLs • www.clueless.com/index.html?action=prod&cat=4&prodid=28 • www.smartpets.com/products/collars/jewelled-collar • Alt Tags • Title Tags • Meta Data

  15. Design Considerations • Visual identity • how users know it’s you • Navigation • where they are and where they can go • Layout • Headers • consistent top part of a web page • Footers • consistent bottom part of the page • Credibility

  16. Managing Content • CMS • WordPress (www.wordpress.com) • Joomla(www.joomla.org) • Drupal(www.drupal.com) • Expression Engine (www.expressionengine.com)

  17. CMS considerations • Meta and title tag customisation • HTML tag customisation • URLs • static • rewritable • keyword rich • Customisable navigation • 301 redirect functionality • Customisableimage naming and alt tags • Robots.txt management

  18. Interactive Content • Flash • Silverlight • Air • HTML 5 with CSS and Java

  19. Terms

  20. Terms

  21. Terms

  22. Terms

  23. India Against Corruption

  24. Political corruption • 94 out of 176 Countries • >50% Indians pay bribes • 2005 RTI Act Scams • Commonwealth Games, • Indian Premier League, • Spectrum • Lokpal bill

  25. Anna Hazare • Anna Hazare • Arvind Kejriwal • Meeting with Sibal • Fast and Protests • India Against Corruption

  26. IAC on Social Media • In the first 4 days IAC had 116,000 fans • People created Facebook pages, • total online support was around 1.5 million people

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