Park University Unit 4 CH7 Social Media Marketing A Strategic Approach Discussion

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A friend of yours is interested in starting a blog and asks for your advice. Use some of what you've learned from Chapter 7 to explain to him/her what you think makes a good blog.

Also, offer your friend (and provide for your classmates) a link to one of your favorite blogs. Explain the blog's content strategy.  

It may be helpful to look at sources other than your text to respond to this prompt.


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Richard LuceroYesterdayJun 29 at 2:34pmManage Discussion EntryFor a blog to be a good one, one should provide the readers with great content. A reader should look forward to the blogger's next blog and the blog should be able to throw some light and knowledge into reader's lives.Some of the basic things for a good blog are as follows1. ConsistencyA blogger should regularly update their readers by posting regularly.This will draw the admiration of readers to the blogs2. EloquenceChoosing the right words for your blogs will help create a good blog. Eloquent writing is is never outdated.3. UniquenessMaintaining a blog which update readers with new and fresh content and has a unique quality will always attract many readers.4. PassionateOur passion to write, to let the world know what we want to say should reflect in the blogs. When readers realize our passion, they will start admiring our blogs.5. Thought provokingOur blogs should speak about what's happening around and should have the power to change the course of a reader's thinking. It should have content which can provoke different thoughts into the reader's mind.6. Accepting Criticism WellA blogger should take the criticisms thrown at his blogs positively. She/he should be able to work on those criticisms and improve their content.I would share Meet [removed] blogs with my friendThe blogging strategy should be:Creating Budget for blogsDefining goalsTarget Market ResearchCreating Content CalenderBuilding Amazing ContentReferencesBarker, M. S., Barker, D., Bormann, N. F., Roberts, M. L., & Zahay, D. L. (2017). Social Media Marketing: A Strategic Approach. Cengage Learning.GaryVaynerChuck. (N.D.) https://www.garyvaynerchuk.com/blog/Edited by Richard Lucero on Jun 29 at 2:42pm ReplyReply to CommentCollapse SubdiscussionTania Ahl

Tania AhlYesterdayJun 29 at 10:42pmManage Discussion EntryTo be able to start a blog you need ideas. Many ideas, not only for your first post, but for your next posts too.Start by creating a file for your notes and ideas. It can be Evernote, Google Docs, or Trello. It can be difficult to decide what to write in your very first blog post.Struggling to find interesting blog post ideas? That’s why I recommend you start from this list. Think of something that may help other, or something that you enjoy so you can bring that hoy to others through this.Generate a year’s supply of proven blog post ideas. Create your first blog post on the topic you know better than anything else. Be sure to link to other websites/bloggers in your niche and notify them when you publish your post.Do some research in the area you feel a passion to.Share some statistics and figures: people love posts with data.Dispel some myths in a particular area and match them against facts.Create a list of inspiring quotes relevant to your niche.Describe the most common problem your target audience faces and suggest a way of solving it.

ORGANIZE A BRAINSTORM, THE MOST IMPORTANT RULE FOR YOUR FIRST BLOG POST IS TO HELP YOUR TARGET AUDIENCE. IN A QUIET PLACE, THINK ABOUT WHAT YOU ALREADY KNOW AND WHAT TOPICS PROVOKE PASSION IN YOU, AS WELL AS WHAT YOUR COLLEAGUES AND FRIENDS FREQUENTLY ASK YOU ABOUT.

Before You Start Something New on Your Blog, You Need to Make a List of Your Competitors. As soon as you define the topic of your blog, start searching for your competitors.Conduct a Google search of the questions and keywords that pop up in your mind and watch who appears in the search results. Make connection and get audience for the blog.Keywords Are the Basis of Your Future Search Engine Traffic. A lot of amateur bloggers make the most common mistake. SEO has largely overshadowed social media traffic.To put it plainly, make a free blog with some other the above free blog administrations and it'll resemble this:yourblog.wordpress.comyourblog.blogspot.comyourblog.tumblr.comFor favorite blogger I don’t have a favorite, but I follow John Lee Dumas. John started with making podcasts for inspiring new entrepreneurs and now sells his own products, mostly online courses and eBooks, he currently has podcast too. If you are into entrepreneurship, he is a great guy to follow.Another great blogger about food is Lindsay Ostrom, she has a blog called PinchofYum.com. This is a giant food blog that talks about recipes. She prepares delicious food, takes pictures of them, and writes recipes along with the pictures. If you are into cooking like me, she is another great person to follow.Overall Blogs are very interesting, but I think this is something that can be very complicated, some people definitely feel the passion for it and end up making a good profit from that. Even I don’t follow that many blogs, the few that I do really enjoy them. I can feel the passion that this people feel for what they do.References:“About Entrepreneurs On Fire.” Entrepreneurs on Fire with John Lee Dumas, 19 May 2021, www.eofire.com/about/.“About Me.” Pinch of Yum, 28 June 2021, pinchofyum.com/about.Barker, M. S., Barker, D., Bormann, N. F., Roberts, M. L., & Zahay, D. L. (2017). Social Media Marketing: A Strategic Approach. Cengage Learning.

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Barker & Barker Social Media Marketing: A Strategic Approach, 2e © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use. Content Creation and Sharing: Blogging, Streaming Video, Podcasts and Webinars Chapter 7 © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use. Chapter Outline (1 of 2)          Creating a Content Strategy Blog History What Is a Blog? Creating and Promoting a Blog Everyone Is a Publisher Marketing Benefits of Blogging Linking a Blog to Marketing Objectives Monitoring the Blogosphere Video Streaming in the Social Media Mix © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use. Chapter Outline (1 of 2)       A Brief History of Podcasting Creating and Sharing Podcasts Marketing with Podcasting Hosting Webinars Marketing with Webinars and/or Podcasts Best Practices for Blogging, Podcasting, Video Sharing, and Webinars © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use. Creating a Content Strategy (1 of 6) ◦ Success requires a clear and meaningful content strategy, based on the overall firm objectives and brand positioning. ◦ Content marketing as a strategy has three major components:  1. The creation of the content based upon target audiences and personas  2. The dissemination of the content through appropriate channels to achieve marketing objectives  3. The measurement of the success of the content through the analysis of results © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use. Creating a Content Strategy (2 of 6)  The driving question is: ◦ “What subject areas will interest members of the audience?” More importantly (see Figure 7.1) how does the content reinforce your brand image or brand story?  As the channels become more complex, it is important to develop a powerful story that can be told across channels.  © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use. Figure 7.1 © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use. Creating a Content Strategy (3 of 6)  Overcome the fear of being too specific. ◦ The best strategy to building an audience is to be as niche and specific as possible. ◦ The future of publishing and content creation lies in serving niche markets on a large scale. ◦ Bloggers should consider specialized interests they might be able to market toward, and develop content that will appeal to such interests. ◦ A few years ago, the mechanics of content marketing were simple; now the challenge is to create good content across multiple channels. © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use. Figure 7.2 © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use. Creating a Content Strategy (4 of 6) ◦ 1. Strategy - strategy is key to any social media or content marketing effort. Strategy must be the key in developing strong content. ◦ 2. Format – a single piece of content can be deployed across many types. Email works well for entrepreneurs and small businesses, white papers for B2B, and so on. ◦ 3. Content type – Different types of content work well for different businesses. Quizzes work well for B2C and testimonials for B2B. © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use. Creating a Content Strategy (5 of 6) ◦ 4. Platform – Content distribution platforms can be overpaid, earned, or owned media, that is, over the company’s website, over a social network, or through an advertising platform. ◦ 5. Metrics – metrics help the marketer understand who is reading the content, when, the reach of the content, and other useful information. ◦ 6. Goals – Content should support the business and brand strategy. If you want more people to view your content, that objective is brand awareness. An engagement objective involves… © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use. Creating a Content Strategy (6 of 6) ◦ 6. Goals (cont.) – An engagement objective involves having people interact with content on the web and create their own content around a brand. ◦ 7. Sharing Triggers – What marketers do to encourage sharing; marketers use emotional and other triggers to create responses in the audience (although consumers do not like it if they believe they are obviously being manipulated). Funny and disgusting work as triggers for sharing videos. ◦ 8. Checklist – Before deploying, use a checklist ensuring that content is optimized for search, to support the firm’s goals, and other factors. © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use. Blog History  The history of blogs is relatively short. ◦ 1994- Justin Hall, student at Swarthmore College, began writing about video games and consoles. ◦ 1997- the word weblog (combination of “web” and “log”) was created, eventually shortened to blog.  On the old DOS operating system for the PC, the command .log would bring up a diary format, date and time stamped, for recording thoughts and filing them. ◦ 1999- LiveJournal and Blogger were launched ◦ 2015- Over 400 million people/month read blogs on WordPress alone; a huge audience © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use. What is a Blog? A collection of the blogger’s personal thoughts and ideas around a particular topic  Naked Conversations lists blogging’s 6 pillars & defines how blogs are different:  ◦ ◦ ◦ ◦ ◦ ◦ Publishable-cheap and easy to set up; free Findable-can be found with search engines Social- conversations about mutual interests Viral- can spread information faster than news Syndicatable- viewers can easily subscribe Linkable- blogs can link to each other © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use. Creating and Promoting Blog (1 of 5)  Setting Up a Blog ◦ A starter blog can be created on WordPress, Blogger or other free sites  These are hosted blogs run on another company’s website and server; a suffix at the end of the URL indicates which service is hosting the blog. ◦ A business can self-host a blog on its website ◦ The difficult parts of blogging are creating a compelling, relevant subject for the blog, writing effectively, and improving content over time.  For students, Google’s Blogger is easy, with analytics. © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use. Creating and Promoting Blog (2 of 5)  Promoting a Blog ◦ One way to increase readership is to request an email sign-up; create a list of readers who receive content on a regular basis (Ex: Huffington Post).  80,000 bloggers contribute content to the site (for free), which now has 126 million visitors each month.  Huffington Post has won several Webby Awards, and in 2012, its first Pulitzer Prize.  AOL purchased the Post in 2011 for $315 million  Huffington Post was sued for the work of unpaid bloggers, but the court ruled that the unpaid bloggers received their reward in terms of publication. © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use. Creating and Promoting Blog (3 of 5)  Creating a Reputation through Blogging ◦ Robert Scoble famously became the first influential corporate blogger. ◦ He told the truth (as he saw it) about his employer, Microsoft, and its products, criticizing often, and praised the firm’s competitors. ◦ His brutal honesty and invitation to open communication with consumers endowed Microsoft with a renewed credibility which it’s much-maligned business practices had eroded. © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use. Creating and Promoting Blog (4 of 5)  Creating a Reputation through Blogging (cont.) ◦ Scoble also built a network of resources, garnered support from the highest levels of the company, and built an invaluable blog-based focus group. ◦ He confronted product team leaders with suggestions and criticisms from his resources, elicited responses, then posted those on his blog. ◦ He also persuaded MS executives to blog within the company; these blogs became a resource for employees. © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use. Creating and Promoting Blog (5 of 5)  Creating a Reputation through Blogging (cont.) ◦ Other corporate blogs began.  The blog of Marriott International’s CEO was praised for its accessibility and down-to-earth tone  The CEO shares stories and information on the business and helped it to develop a likable public personality.  Marriott employees make up about 20% of the blog’s readership, and they comment often.  This gives a sense of camaraderie with the CEO that workers enjoy.  The blog has also generated more than $5 million worth of revenue from bookings originating from the blog. © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use. Everyone is a Publisher (1 of 2)  With the tools available on the web, anyone can become a publisher at minimal cost. ◦ Today, a website can be created in less than an hour with no expert coding knowledge using Weebly, Wix, WordPress, or other webdevelopment tools; editing websites is easier. ◦ Online space has changed from a read web where people go primarily to read, to a read-write web, where it is possible not only to read, but to create content. ◦ Users can interact with the content. © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use. Everyone is a Publisher (2 of 2)  Content Clutter ◦ There are millions of blogs, websites and podcasts. ◦ There is such a proliferation of content online that even the highest-quality material has difficulty standing out and building an audience. ◦ Some blogs have many readers, while many blogs have almost no readers. (See Figure 7.3.)  Most companies consider their blogs as part of their business strategy; consumers increasingly look to blogs to make business decisions. © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use. Figure 7.3 © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use. Marketing Benefits of Blogging  Blogging has several unique advantages: ◦ Communicating with (Potential) Customers  Blogs reward thoughtful posts and fully developed ideas.  This makes blogs valuable in a broad variety of industries; every business has expertise to share. ◦ Word-of-Mouth Marketing  WOM marketing may be more than twice as effective as traditional marketing  Blogging facilitates WOM marketing by:  Making messages portable and easy to share  Creating new topics, like mini-press releases, for discussion  Providing a center for conversation re comments & replies © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use. Linking a Blog to Marketing Objectives  A small fraction of blogs on the internet create tangible returns for the blog’s creators ◦ Many are personal and function like an online journal; their authors do not expect a return. ◦ There are many professional or corporate blogs that do not accomplish their objectives, or don’t know what those objectives should be. ◦ Over 50% of blogs are abandoned within 90 days. ◦ The single biggest risk in business blogging is setting the wrong strategy. © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use. Monitoring the Blogosphere ◦ A primary benefit from blogging is to learn about the “tone” of the online community with regard to certain topics. ◦ But relevant comments are likely to be dispersed through a huge number of blogs. ◦ Stay current on important blogs in the industry and view reader comments, but do more.  One crude metric for public sentiment is how many views that posts on different topics generate.  Monitoring software can be costly, but there are free tools in Blogger and Google Analytics.  Monitoring will help you fine-tune your blog. © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use. Video Streaming in the Social Media Mix (1 of 2) ◦ Streaming video is a live video broadcast shared over the Internet. ◦ Marketers are incorporating streaming into their social media plans as apps (Periscope, Meerkat) have allowed easy sharing of video streams.  Best suited to live, interactive content  Viewers can comment on the video and what is happening in the moment.  Streaming is best done when shared online and when other forms of social media are also used to interact.  Legal issues include possible video piracy, but the benefits for marketers are clear. © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use. Video Streaming in the Social Media Mix (2 of 2)  Marketing Through Podcasting ◦ Podcasts are media files distributed via subscription on the Internet.  “A podcast is a digital audio or video file that is episodic, downloadable, and program-driven, mainly with a host and/or theme; and convenient, usually via an automated feed with computer software.” Journal of Information Technology & Politics ◦ A podcast may contain only audio or audio and video (vodcasts); they can be consumed:  1. Played directly off the website on a computer  2. Downloaded to a computer and listened to offline  3. Downloaded to portable MP3 players for listening offline © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use. A Brief History of Podcasting ◦ 1999-2000-RSS (Really Simple Syndication) created and extended to handle audio files, creating the forerunner to podcasting, the audioblog, recorded on MP3 files ◦ 2004-5- Adam Curry (The Podfather) heavily involved in developing podcasting technology ◦ 2004- Hammersley termed the coin podcasting (combining iPod & broadcasting) for audioblogging ◦ When Apple put audio and video together in their iTunes’s podcast directory, the term became the standard for both formats. © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use. Creating and Sharing Podcasts (1 of 4)  Choose a Format ◦ Presentation: Record a live monologue or give a simple talk on a subject. ◦ Q&A: A question-and-answer session can be set up with one or more people to give the listener more information ◦ Co-hosted: When co-hosted a podcast becomes an on-demand talk radio show. Conversation should be kept organic and as unscripted as possible, but the speakers should choreograph their format and approach to avoid problems. © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use. Creating and Sharing Podcasts (2 of 4)  Podcast Content ◦ Three different possibilities:  Instructional  Informative  Entertainment ◦ Although these can be combined to some extent, best to stay with a common theme connecting the series of podcasts. ◦ Specificity is valuable. Do not attempt to create a one-size-fits all content; focus on the interests of your target audience. © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use. Creating and Sharing Podcasts (3 of 4)  Producing Podcasts ◦ Choose an articulate moderator  Find a moderator with minimal verbal static (um, ah, etc) ◦ Create talking points, not scripts  Presented in a relaxed, conversational manner ◦ Brevity  Determine content first, length second; don’t extend ◦ Avoid overediting  Too much editing can make the podcast sound choppy ◦ Include music © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use. Creating and Sharing Podcasts (4 of 4)  Delivering Podcasts to Consumers  Podcasts can be shared at no cost on iTunes, Zune, Sony and Phillips, as well as others.  Directories for listing podcasts, including Podcast Alley, and iPodder.org.  Separate search engines for finding podcasts (necessary because difficult to find) are Podscope, Digital Podcast, iTunes, Stitcher, CastRoller and LearnOutLoud  To assist search engines in finding podcasts, fill in the ID3 tag (title, author’s name, description and running time; the information must be entered manually.  A completed ID3 tag makes it more likely that an online viewer will see the podcast in search results. © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use. Marketing with Podcasting Podcasting requires a strong commitment to creating content tailored to marketing goals.  Podcasts can bring in independent revenue  ◦ Recruit paid sponsors to advertise the product ◦ Offer fee-based content (requires superior content) ◦ But don’t begin with monetizing; with so many free podcasts, may be difficult to get subscribers  For a successful podcast, see Mugglecast and its competitor PotterCast. © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use. Hosting Webinars (1 of 3)  Webinars resemble a conference or seminar. ◦ Conducted live over the Web; interactive ◦ To attend, the listener calls a phone number or listens live on a computer’s speakers by accessing the webinar through the Internet. ◦ Webinars are typically B2B marketing activities. ◦ Webinars sometimes contain a visual aspect: a slide show presentation or live-stream video; the material may also be streamed. ◦ Most last 1-2 hours. © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use. Hosting Webinars (2 of 3)  How to Set Up a Webinar ◦ Easy to set up and run; several free to low-cost webinar sites available; to choose which, consider:     The number of attendees The visual content The frequency with which the webinar is held If there will be visual content, need a website to host the webinar rather than using a conference call system  Depending on frequency of the webinar, better to pay monthly subscription fee or a one-time webinar fee?  Create a webinar outline of the main points, schedule © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use. Hosting Webinars (3 of 3)  Preparing for and Executing the Webinar ◦ Risks and dangers of Webinar:  No way to gauge audience reaction; no feedback.  No chance to rerecord if speaker is stumped or misspeaks. ◦ Time spent preparing will be very well spent.  Decide in advance whether questions will be answered as they arise, or at the end.  Prevent interruptions; avoid background noise.  Start on time; answer questions concisely.  Avoid selling overtly during the webinar. © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use. Marketing with Webinars and/or Podcasts (1 of 2)  Advantages of Webinars: ◦ Webinars may gather a large audience (500+) without the need to travel  Ideal for training sessions or information sharing ◦ The audience can ask questions and get immediate answers. ◦ Email addresses provided by Webinar participants can later be used to send targeted messages. ◦ Prior to webinar registration, lead qualification messages can be asked. © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use. Marketing with Webinars and/or Podcasts (2 of 2)  Webinars or podcasts? ◦ May emphasize one medium more than the other ◦ The choice may reflect available technology and resources (podcasts are less expensive). ◦ Webinars valuable for learning or collaboration  But require planning and coordination beforehand ◦ Podcasts less interactive, but have continuing accessibility because downloaded.  A natural fit for opinion, information, entertainment ◦ Some firms use both, some one or the other © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use. Best Practices for Blogging, Podcasting, Video Sharing and Webinars (1 of 2) Rule #1: Use catchy titles.  Rule #2: Update frequently.  Rule #3: Keep content focused.  Rule #4: Invite comments.  Rule #5: Promote the Blog, Streaming Video, Podcast, or Webinar.  Rule #6. Engage with others.  Rule #7. Avoid negativity.  Rule #8. Stand by the content.  © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use. Best Practices for Blogging, Podcasting, Video Sharing and Webinars (2 of 2) Rule #9: Cross promote.  Rule #10. Archive the content.  Rule # 11. Use metrics.  © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use. Blogging to Build Your Personal Brand: Optimizing Your Online Brand by Blogging – for Students         Lesson #1. Find your niche. Lesson #2. Reserve your niche. Lesson #3. Create meaningful blog content for your audience. Lesson #4. Observe good formatting rules. Lesson #6. (sic) Blog regularly. Lesson # 7. Promote your blog. Lesson #8. Respond to your audience. Lesson # 9. Use metrics to refine the approach. © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use. EXAMPLE of a FEATURE SLIDE DESIGN • EXAMPLES: © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use. Figure 5.2 © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use. Benefits of Marketing with Social Networks  (1 of 4) A consequence of online social networks is the blurring of the line between business and personal life. ◦ Previously, only celebrities and politicians could expect public scrutiny of their actions. ◦ Now, much personal information (especially of young people) can be found on the Internet.  Online sharing of popular interest is highly valuable to a social media marketer. © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use. Table 5.3 (part 2) © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use. Table 5.4 © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use. Table 5.5 © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use. Table 5.6 © 2017 Cengage Learning® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website or school-approved learning management system for classroom use.
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UNIT 4 MARKETING DISCUSSION
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A Good Blog
A blog can be defined as an informational website that has been published on
the World Wide Web, and it encompasses discrete and mostly informal diary-style posts. These
posts are usually displayed in reverse chronological order because the most recent post appears at
the top of the web page (Barker et al., 2012). A good blog has the following features; it should
have an attention-grabbing headline. A good blog post should have an interesting, engaging, and
descriptive title that motivates the readers to continue reading the post.
You should also have a more captivating lead paragraph; for example, you
should start with an audacious statement, a question, or a quote that helps hook the reader with
an immediate effect. A good blog post should contain supporting points that are interesting to the
readers. The blogger should consider what he or she wants to say and how he will bac...


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