Transcript Scott`s Slide Deck

BRIDGING THE GAP
IN DIGITAL MARKETING EDUCATION THROUGH
EXPERIENTIAL OWNERSHIP
@scottcowley
The crunchy golden era of digital marketing education
The escalation of skills vs. expectations
A hierarchy of experience
I understand what “it” is.
I can describe how it’s supposed to be done.
I have done it before.
I can do it well and identify weaknesses in hindsight.
I have a track record of success under a variety of conditions.
How are you going to get that zero off your
head?
My +1:
Helping students get their+1
Case opportunities by product cycle
stage
• New Product Development • Thought Leadership
• Product Launch
• Growth Campaign
• Promotional Outreach
(AKA Growth Hacking)
• Community Management • Turnaround
• Customer Education
• Customer Migration
• Real-time Marketing
How much of marketing can you integrate?
DOMAINS
PRINCIPLES
SKILLS
Marketing
Strategy
(DecisionMaking)
Consumer
Psychology
(Push/Pull)
Motivation
and Identity
Attention,
Media,
Personas,
Storytelling
TOOLS AND TACTICS
Persuasion
and Social
Influence
Trust Signaling,
Relationship
Management,
Outreach
Segmentation,
Targeting,
Differentiation,
Positioning
Market
Research,
Branding
Product,
Promotion,
Place, Pricing
Product-Market
Fit, Distribution,
Launch, Timing
External
Dynamics
Performance
Metrics,
Analytics,
Campaign
Management
The solution =
low cost, high upside ownership
Content
Websites
Communities
Blog posts
Banner ads
Landing pages
Infographics
Presentations
Video
Multimedia
Microsites
Blogs
eCommerce
Affiliate sites
Facebook page
Twitter account
Google+ community
Instagram
LinkedIn group
“BuzzFeed Valentine”
Mini digital product development lessons
Lesson 1: Consumer identity & hypertargeting
Lesson 2: Audience research
Lesson 3: Content creation and optimization
Lesson 4: Distribution channels
Lesson 5: Outreach and influence
Lesson 6: Campaign management
Everybody’s happy!
Skill Hoarders
• Social media marketing
• Blogging & web
publishing
• Analytics
• BuzzSumo.com
• Media rights
• Google Trends
• Marketing campaigns
• Content outreach
• Search engine
optimization
Strategists
• “+1”
• Job opportunities
• Company relationships
• Product life cycle experience
Professor Cowley
As a Dartmouth MBA group project…
Blog about (and involve) brands
Stellenbosch University students kept a class blog about
brand marketing. One team partnered with Jagermeister,
which provided a cooler for the students to give away.
Partner to create content for a corporate blog
Single-purpose microsites
(ShouldIWorkForFree.com – Flowchart Microsite)
Other ideas
• Launch a successful Fiverr service
• Promote a Kickstarter campaign
• Create and sell a Udemy video course
• Produce banner ads for a company campaign
6 P’s of experiential project grading
• Participation
• Principled planning
• Platform alignment
• Performance
• Pondering
• Peer review
You need to try these yourself
Content
Websites
Communities
Blog posts
Banner ads
Landing pages
Infographics
Presentations
Video
Multimedia
Microsites
Blogs
eCommerce
Affiliate sites
Facebook page
Twitter account
Google+ community
Instagram
LinkedIn group
TO LEARN MARKETING
TO LOVE MARKETING
THEY MUST
EXPERIENCE MARKETING
scottcowley.com
[email protected]
@scottcowley
linkedin.com/in/scottcowley
TOOLS MENTIONED IN THIS
PRESENTATION
Content platform with analytics:
http://www.buzzfeed.com/community
Content sharing analysis/stats:
http://www.buzzsumo.com
Directory of affiliate programs:
http://www.cj.com
Free multi-purpose design tool:
http://www.canva.com
Twitter influencer identification:
http://www.followerwonk.com
Free website/blog platform:
http://www.wordpress.org
Pre-launch e-mail collection platform:
http://www.launchrock.com
Corporate blog directory
http://www.alltop.com
Attribution-free stock photos:
http://www.pixabay.com
Free year of hosting for students:
http://www.westhost.com/edu
Domain names for 99 cents (1
yr):
http://www.1and1.com