Notes: Marketing Essentials Part 2

Whilst setting up to start studying Hootsuite academy, I found in my notebook some further comments that I’d written on Marketing Essentials (my first set of notes are written up here.) Recently I’ve been trying to go back over old blog posts and refresh what I’ve learned, so I thought I’d better get these notes down before I forget about them!

Marketing Strategies

Few organisations can take advantage of and address every marketing opportunity that comes along and they simply won’t have the time, staff and resources to do so. Therefore organisations have to use market research to know how to focus their marketing programme, and the specialist skills that they will need their staff to have. Staff and their skill sets are particularly important in this area.

The marketing strategy is different to the corporate strategy – this defines the overarching agenda for the whole organisation, whereas the marketing strategy lays out the best way for an organisation to use it’s resources to achieve it’s goals.

This is broken down into specific areas which Marketing Strategies refers to as Strategic Business Units or SBUs. The exact definition of an SBU is according to this book is:

A division, product line or other profit centre within a parent company

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So, having gone over that I’ll need to jump back into the rest of that book chapter and make enough notes for a part three post, but firstly it’s back to the Hootsuite course. Much of the course seems to be videos-based, which much like my Google for Business posts during last year’s Blaugust should mean that I’ll also be able to do a few reflective blogposts soon enough.

 

Quick Blog: Learning Updates

I haven’t done any Future Learn courses for a while, but I’ve decided to try and kick start some learning in other areas.

I’ve continued to work on my French via Duolingo, and it’s a slow process but I’m able to make it part of my morning commute. The XP system in Duolingo is a great example of Gamification, as I’ve got a daily goal to hit and I’m mostly managing it.

After originally not getting into Highbrow, I’ve decided to give it another try, and I’ve realised that the problem last time was probably the course content. I’ve started something very different – a email course that sends you and explains a short new business case study every day. The case studies come from University courses, and while they’re too short for it to feel worthwhile writing a blog on it right now, I definitely feel that I’m picking up ideas from them. Once I’ve done the whole course, I might write a post reflecting on it.

So the next thing I’m looking at is Hootsuite Academy. These seem like much more involved courses, but they’ll probably be much more valuable to me career-wise in the long run. It seems like there are online quizzes/exams at the end of each course, but unlike FutureLearn, they can be started and finished at any time, so while I’ll be making sure to put sure time aside for it on the regular basis, I can also take my time to really get in depth with the course materials. I’m printing out the first pdf. of questions as I write, and I’ll see how this goes.

A Few Things I do – Social Media Management

So I’ve been managing various social media accounts for over two years, and I wanted to make a few notes on things that I’ve learned. (A lot of this is probably super-obvious, but I just thought it would be good to write it all out, even just as reference for myself later.)

Use more than one platform for Twitter

Twitter is the medium that the organisation I work for is most active on, unsurprisingly since the lifecycle of a tweet is that much shorter than that of Facebook. I can’t now find the article to quote from (my life :S) but I definitely read something that the average lifecycle of a tweet is less than a few minutes, whereas a Facebook post gets about an hour and a half.

However, the native Twitter web platform seems to have regular bugs. particularly sometimes not showing replies which is a huge problem if you’re a public-facing service! But personally, I’ve found that Hootsuite can be slow to update and show retweets and likes (you are less spammed with notifications of course, but if it’s a quiet period it’s sometimes good to see those in real time, especially if you’re trying to see when engagement is happening). Therefore I tend to keep both open, that way I can ensure that I don’t miss anything.

Have a list to curate from

In my current position we’ve not sharing a lot of other people’s content except through pre-arrangement or when it’s directly relevant to us, but in previous roles it was important for engagement to show lots of other third-party content that followers would find interesting. To keep from having to spend a long time looking up content, you need an easily accessible list of places to look. It needs to be relevant, but from big enough range of sources that your content doesn’t get stale.

There’s some tool that Hootchat has recommended me (#Hootchat is a twitter convo from Hootsuite that’s really good to follow if you work in this field) that I’m planning to try them but even just keeping a list of bookmarks is a good idea. There’s also plenty of sites and apps that can helps with this such as Diigo or Bitly.

Have people to engage with

It’s a great idea to try and make connections via DM with other similar accounts, or if you’re at networking events, try to link up with their marketing/social media manager and see if there’s ways that you can help each other out and promote each other. Reciprocal marketing is something that I deal with a lot, even if it’s just ‘you tweet about this and I’ll tweet about that’ because it’s a great way to get your content/product/whatever out to a new audience.

twitter-analytics

Updates from France

So for the past week I’ve been in France, and wifi hotspots have been few and far between at times. Instead of keeping up on social media-related reading, I’ve mostly been catching up on the insane amount of political news that I’m scared to miss out on. (Also, dear society, what is wrong with you?!)
My only other internet-based activity is that I have been starting to relearn French, a language I have always known a few basic phrases of but haven’t studied properly since I was around fifteen or so. For this I’ve been using Duolingo, which I’m totally here to recommend even though I’ve only been using it for a few days. It relies on simple repetition in different ways, but every day, with little virtual rewards for each day that you reach your target xp (amount of practice). It’s the perfect example of gamification in action, and it definitely works on me. Plus, you get a shiny badge to put on LinkedIn, which can only help me in all sorts of ways. World events have made me want to commit to being a better global citizen (yes, I went there…) and improving my language skills is a good start.

Global Inequality in Tech

After my last blogpost, I started reading up more on technology and global inequality. How much of a divide is there in the world? Is it such a serious social issue?

It turns out that the answers are ‘A very big one’ and ‘yes.’

Many of the issues stem from lack of internet access for a large proportion of the world’s population, which denies them access to education and training needed to socially advance or improve their communities. This is an issue that is being worked on through many angles (including the wifi drones that I wrote about last year) although there are plenty of other problems than just the hardware – including fair access under corrupt administration, and cultural issues or actually using it.

But in high and middle-income countries, lack of access is less of a problem, but technology is actually making equality worse over time. This article from the World Economic Forum explains it best, basically as jobs have become more automated, the world starts to become divided into those who still have marketable skills and those who don’t. Those who do can afford more personal technology, more education to develop those skills (and their children’s skills) and so the divide grows. Even with programmes to bridge that divide and ensure that everyone has access to useful job skills, countries are reaching a point where productivity can be high but there simply aren’t enough jobs for everyone to have one. I remember being amazed at this video of robots moving stock around an Amazon warehouse (exciting futuristic stuff!) and then quickly realising that this is a job that used to be done by people… and it isn’t just factory jobs either. Recently a Japanese Insurance firm began using a computer system that calculates customer payouts for them, making 34 employees redundant.

The scary thing is that the WEF article above (which it should be noted was written a year ago) both calls for a quick response to the issue but is unable to provide clear answers, only ‘innovative thinking’ to solve the problem. Clearly, we didn’t start solving it in 2016, and I have to wonder how many more robots will enter the workforce before we do.

Is tech about to hit a slowdown point?

Is tech about to hit a slowdown point? And possibly the more important question, does technology need to have a slowdown point?

This is something I began thinking about after reading an article from TechCrunch: “Consider ethics when designing new technologies“. This article explained that as technology becomes an integral part of almost every aspect of our lives, ethical issues will result in lack of consumer confidence and therefore a lack of early adopters for new types of tech.

Technology has been progressing at an almost exponential rate in the past few decades. But if it hits a point where not enough people trust the tech to make it worthwhile to produce, will the curve of progress finally start to level off?

If it does, this might be a much needed change of pace for the world as a whole, if not for the tech industry itself. The gap in global equality is already huge, and not only do we have countries unable to compete economically, but there’s a massive social gap too. Technology has brought us together in global communities, but it risks dividing us again with a loss of level communication.

Set Reading for 2017

I started this post with the intention of making a fairly traditional list of resolutions for 2017, but as soon as I started working out what to write I was embarrassed to realise that a lot of them would be the same set of promises that I make myself every year: write more blogs, produce videos again, produce music again, be more creative, more productive etc. etc. While I do usually manage some of this, I also never progress as much in one year as I would like, and I think that might be down to promising myself that I will do these things without actually planning for how it’s going to happen.

I really want to push on with my blog in 2017, to prove my knowledge of digital content and social media and try to advance my career further. Last year I got a lot out of FutureLearn courses, not just from reading the course content but from exploring the content through my blog. So my first goal will be to read more relevant articles around social media, marketing, business etc. and then try to comment on what I’ve read and/or save important quotes to my blog. I’ll be scanning the below sites on a regular basis for interesting articles to read through and write about.

http://www.socialmediatoday.com/

http://www.digitaltrends.com/

http://www.marketingtechnews.net/

http://www.forbes.com/social-media/

I’ll also look around for other places to read up, and possibly do an update post to this with good sites that I’m using.