Guy: Hello everyone, thank you for joining us for the first webinar of applied digital marketing strategy and short course presented by it masters, on behalf of charles sturt university. Guy: My name is Guy coward and i’ll be your MC for this weather and for the duration, because your mental is Andrew Mashman. Guy: Before we begin, just some housekeeping all were asked for this course, will be held at 7:30pm Australian Eastern daylight savings time with recordings made for those of you who cannot attend want to give an occasion.
Guy: Despite the recordings if you can make it, I really strongly encourage you surely strongly encourage it and we hope you’ll attend live webinars and and contribute to a collaborative learning environment. Guy: We quite clearly use zoom for webinars and encourage questions and the use of chat during the course. Guy: We ask that you direct all questions relevant to course content, the Q amp a section and you send all administration, I guess, superfluous chat augmenting chat. Guy: To the chat box itself, and you can talk about tight dates and times and resource availability and all that, as well as I guess flesh out what Andrew was talking about.
Guy: You can choose to chat with a particular panelists only or to your fellow students and you can chat to everyone, at the same time, and we after you do that just by. Guy: sitting in the chat to all panelists and attendees once you open up the chat box it’s usually really experienced attendees it’s gonna be really interesting to see where everyone comes from.
Guy: And, most people can quite helpful helpful with any queries you have if if you sort of new to the subject and often insights will automate the content that we. Guy: will have q&a sessions at the end of each of the webinars and your question is particularly relevant i’ll just interrupt Andrew and we’ll have a chat about it there. Guy: And then For those of you who have never taken part in a short course for this first of all welcome it masters is a training organization that exists as a partner to Chester university exclusively we work with them to create and deliver a number of their Masters Courses. Guy: We also market these courses on their behalf, such as right now and hope for the best way to do that is to give something away free if we do a good enough job then hopefully we’ll be encouraged to involved in for masters or a graduate certificate if it takes you.
Guy: With That said, we hope this course, will be useful and rewarding exercise in time right you want you to learn some political stuff and. Guy: Hopefully, make some connections with the thousand other students enrolled in the short course and sort of get something out of it. Guy: And areas around in unusual moderation offer it masters looking after the chat making sure everything’s working. Guy: and responsible, also for the course page at learn it masters at uw, which is where you’ll find all of the materials needed for this course, but for the webinar links you’ll find links to readings and discussion forum to chris’s in the exam at the end of the course. Guy: If you have any questions tonight or later on, please feel free to contact us using the details, you can find on the course page. Guy: start talking to Andrew a long time subject coordinator and a friend of the short courses program it’s been what three years we were saying Andrew since the short course but you’ve been busy with a the masses subjects are you doing what what nothing’s happened in three years.
Andrew Mashman: And I just can’t remember it’s been going on actually there’s been an interruption of that covert thing, I think. Andrew Mashman: that’s been going on as well, but. Andrew Mashman: Hopefully the world and something australia’s moving on quickly from that and it’s great to be back talking about digital again and. Andrew Mashman: it’s great to be working with a. Andrew Mashman: Guy who have worked several sessions, with the. Andrew Mashman: voice and we’ve got Hannah they’re helping steps in order as well, so thank you very much tenders dot loop of behind the scenes work to make sure my works up to up to par and. Andrew Mashman: In the right place at the right time, so. Andrew Mashman: it’s absolutely absolutely enjoyed and we’ve got a cool group tonight from literally all over the world again guy.
Guy: yeah Lucy just simple Hello everyone. Andrew Mashman: yeah exactly so it’s really good and i’ve just been through the attendees list of there’s a few familiar names down there we try run into in parts of my other. Andrew Mashman: Education life in different times so it’s really good to see those people getting involved in in stuff and. Andrew Mashman: One of the cool things we have this course is that the digital space is moving and shaking so so much and moving so quickly is that having anyone who can be the.
Andrew Mashman: You know I guess the the ultimate expert on it and so there’s lots of people in this group, you can chat with on the forum, etc, who will have. Andrew Mashman: awesome absolutely awesome capabilities around particular areas in things and I suppose. Andrew Mashman: The thing that I hopefully bring to the party I guess we’ll see over the four weeks or so is to be able to bring the kind of strategic overview and give you. Andrew Mashman: A skeleton, which is what my template which we’ll talk about a little bit lighter is going to look like that will help you throw together a better view of what you’re currently doing now, because many of you will be up to you next in digital marketing. Andrew Mashman: Solving digital problems for organizations digital transformation, because we got a lot of it stuff going on here as well, and it is really fundamental to that transformation of organizations thing also and. Andrew Mashman: Just for interviews build there as well, and so there’s there’s experts out there, doing all sorts of different things, and on me to be able to pull a lot of that information together so that we can all.
Andrew Mashman: grow from the experience and that’s what i’m definitely here for so i’m a cool guy will start to chip through the deck a bit and have a few chats about different things along the way. Guy: yeah let’s do it sounds exciting. perfect. Guy: Let me just. Andrew Mashman: stream that one perfect, thank you very much for that so one this particular course and we did a digital session back in 2015.
Andrew Mashman: which was the first time i’d ever run a large calls like this, which was great fun and covered lots of ground, I think. Andrew Mashman: I think Hannah modern science is about 12,000 people have done that course now so it’s been pretty big, but the digital world is moving a lot and there’s some things that exist now, which did not exist, full time in. Andrew Mashman: 2015 and we’ve also done a social media one in 2018 so, but those those courses there this one particularly, though, is for me all about having a little real look at things in a postcode world because. Andrew Mashman: So much stuff has changed so quickly for people and marketers particularly anybody who wants to communicate to another human being, needs to be aware of that, because. Andrew Mashman: we’ve we’ve been in different places we’ve been using different technologies we’ve been living on different clocks we’ve been. Andrew Mashman: interacting maybe without children wall through homeschooling and a whole bunch of things so there’s a lot of stuff we just changing the world in the last 18 months for us.
Andrew Mashman: and much of that has occurred on digital platforms, so people have adopted mobile phones, increasing levels of adopted the Internet increasing levels. Andrew Mashman: they’ve adopted social media platforms and increasing levels and things have jumped forward that you know, would not have moved this quickly without the particular sort of. Andrew Mashman: Macro impacts that we’ve had through covert and some of the stuff going on around it. Andrew Mashman: So what we’re going to do over the next four weeks or so is put together a basic kind of plan i’ve got a framework for you we’re going to talk about a little bit later just to help you go back and review. Andrew Mashman: The stuff that you’re doing at the moment have another good, solid look at who your customers are and what’s changed in their world, and then we can. Andrew Mashman: Trade that together, and hopefully there’s a few people doing some startups in here as well, and certainly in the digital age startups. Andrew Mashman: Five I think more possible than ever before, from a fundraising to getting your idea out there to finding.
Andrew Mashman: Like minded supporters of your idea your brand your product your service they’re out there, and so this platform is also really good for you guys, who are thinking about or everybody who’s thinking about. Andrew Mashman: some kind of startup in terms of moving forward as well, so we’re gonna win a look at that. Andrew Mashman: I guess the big thing about this course, which is the kind of quite selling the business is that it’s based heavily on. Andrew Mashman: Some material that you can go to university to study and I have to say my personal stories, I went to an apprentice, I was an apprentice mechanic by trade it sort of 17 and.
Andrew Mashman: That was the start of my life, but I went to university and did a marketing degree in my sort of early mid 20s including a year, where I got to study abroad because I was at university, which was. Andrew Mashman: Mind blowing at the time, for me, and then I went back and did a master’s degree, also in my kind of 30s late 30s or so and the master’s degree, particularly, which is what we’re talking about tonight you know really changed my life, it. Andrew Mashman: opened up opportunities that from where i’m from and my background I probably would not have seen it would have been probably a far more mediocre existence, then it has been and so. Andrew Mashman: The wacky thing about studying master’s degrees yeah there’s some really cool topics and things there, but the actual process you go through to learn about. Andrew Mashman: You know researching and decision making and critiquing and all of those things is what shape you as a human and I I. Andrew Mashman: Honestly, from my heart think that everybody should have the opportunity, and however you get to that point to get that opportunity to do a.
Andrew Mashman: masters type study, then you should take advantage of it at some point in your life doesn’t really matter when. Andrew Mashman: So for this course particularly cuz we’re talking about digital it’s based on two different courses once called the master of applied digital marketing. Andrew Mashman: which we bought into existence couple years ago and there’s also a graduate certificate and apply digital marketing. Andrew Mashman: And both of them are what they call postgraduate subjects and hardly anyone knows what postgraduate is unless you’ve actually studied something like that, before, but it means it comes kind of after your other degree. Andrew Mashman: But the cool thing about things today is that nearly anybody can get into a graduate certificate based on your work experience your work history, maybe other parallel courses you’ve done.
Andrew Mashman: Maybe literally on free courses you’ve done through it masters, etc, and so the key thing here is to get yourself into the first subject that you can get started in your masters kind of Korea. Andrew Mashman: And then grow your your knowledge and education through that space, so this course he. Andrew Mashman: We see on the left of the screen here we’ve got for a Blocker for subject so in katy five to five in GI 533 and then we’ve got a group a elective and the elective. Andrew Mashman: Charles to probably you know really bad itself in as somebody who’s got a lot of practical industry based knowledge and our graduates all. Andrew Mashman: do very well at job seeking and do very, very well on the wage front as well, through that job seeking, so we have a lot of integration of industry and. Andrew Mashman: academic and applied kind of concepts within our courses so in a graduate certificate which is masters level study you just do four units to get to that point.
Andrew Mashman: And you can actually do those four units and then transfer into the master’s degree, if you wish to continue people tend to study one unit per session and there’s three sessions per year, so a graduate certificate could. Andrew Mashman: be done within. Andrew Mashman: Four sessions so year and a little bit when I did my master’s degree of probably. Andrew Mashman: Quite focused on it, and I did two subjects per session and finished a whole master’s degree within a two year window. Andrew Mashman: To make that happen so that’s how that works there’s a couple of links right at the end of this deck which will touch on later.
Andrew Mashman: To see you can go and check these things out, but just across the page there there’s some interesting subjects so marketing management your your marketing management. Andrew Mashman: But there’s a lot of material there which every organization and you know put your hand up if you’ve been in an organization that said something about oh we’re going to get more customer focused. Andrew Mashman: That is marketing management marketing is all about knowing about customers and making that one happened to so. Andrew Mashman: it’s an awesome space to be working in in this current environment where things get things moving forward marketing strategy strategy marketing data marketing and analytics. Andrew Mashman: search digital social selling. Andrew Mashman: Digital analytics professional communications some project management stuff, which is very important for you as well, social marketing marketing and. Andrew Mashman: A whole bunch of subjects in here which can give you a really good overview of dealing directly with customers, working with customers and taking organizations on the journey to get close to the customers.
Andrew Mashman: Now just going to quickly also talk to you about the subject which is going to be on running in parallel from about a week and a half time now this subject will start as part of the master’s degree in. Andrew Mashman: And it’s just one subject within that master’s degree and. Andrew Mashman: it’s still available to be enrolled in if anybody super keen to get into that space, you can do that, but. Andrew Mashman: it’s all about social media platforms and I guess part of the evolution of the subject, which has only existed for a bit over two and a half years now. Andrew Mashman: is well it’s only been run twice before this session is that we’ve gone from you know, not even having. Andrew Mashman: To tick tock sorry I talked about in the deck to it being now a billion users and very worthwhile in fact of talking about in terms of our Social Platform marketing. Andrew Mashman: We also didn’t have last year, because it was just a brainchild at the point in time, but covert has made a thing called club house.
Andrew Mashman: Large or desirable for some groups of people and so we’ll be talking about this, this year, so we have. Andrew Mashman: A subject evolved quite quickly and we try to keep them as current as possible to make that work out for people. Andrew Mashman: Every subject you study in the university space also has what I call subject learning objectives, and this is just an example of those for this particular subject. Andrew Mashman: So across the subject you get expect to become either confirmed in your mind if you’re already potentially expert in this space. Andrew Mashman: Or, if you have no idea in this space you’re going to learn about these different things, so how to value different social platforms from marketing. Andrew Mashman: How to align organizational communication communication goals to platforms, for example, how to create a Social Platform strategy.
Andrew Mashman: How to implement a plan to do those and then out of what we would call the learning objectives we design our assignment work. Andrew Mashman: And this particular subject which we’re running surely is got three assignments, the first one called me my social world and the future is a short blog about hey what’s going on in my social world what platforms tickle my fancy and make me interested. Andrew Mashman: How do I interact with those platforms and so thinking about yourself as a customer and then hey what’s the future look like, and so we start to look about that, and how you can align it with maybe organizational needs or your startup needs, etc. Andrew Mashman: The second assignment, with a little bit more in terms of percentage points is about social platforms and organization, so this is that alignment of. Andrew Mashman: customers of organizations and organizational goals together through social platforms and then the final assignment in this subject is.
Andrew Mashman: The final sermon in this subject is about you, developing a Social Platform plan for your actual organization and I know there’s a couple of people on here tonight, who have done this subject. Andrew Mashman: and have done that exact thing, and I would hope that it really gets traction within their own organizations or within their own small businesses. Andrew Mashman: or they’re not for profits or the places that they’ve been working to make that happen so that’s a quick look at how a master’s subject kind of works.
Andrew Mashman: I implore you to investigate them to have a look at it i’m not getting commissions of kickbacks for doing this, but at a personal level masters type study can be extremely valuable to every individual, I think so. Andrew Mashman: that’s why I would suggest you have a look at it now, this is a little shortcut or cheats or heck even that you might be interested in.
Andrew Mashman: Is that if you complete three of the free courses, like the one we’re doing tonight over the four weeks and complete the exam gets ticket for it. Andrew Mashman: Then, if you do through those you can get a subject credit in the graduate certificate in the master’s degree. Andrew Mashman: there’s a few little conditions associated with that, but that’s the the ballpark how it works just mess around there and. Andrew Mashman: Again there’s some some pretty cool short core subjects which require about maybe six hours of you watching some video time.
Andrew Mashman: checking on a few readings doing a few activities and submitting an exam at the end, so it can be quite a quick way to level up your skills and. Andrew Mashman: make that happen and then also I get a credit into a subject which is the end of the day, it’s kind of financial available for you as well, so apply digital marketing strategy social media marketing. Andrew Mashman: Effective workplace communications in the digital era, what a cool cause. Andrew Mashman: Digital marketing analytics alicia booth does that cause us a legend in that space works in a daily and we’ll teach it at night for people as well.
Andrew Mashman: Short course and digital marketing that’s early 2015 calls as well, and then agile project management and i’m also in amongst the other things I do a big project management Fein so things to think about there in your way forward into this course there. Andrew Mashman: I started said fred’s asked a question about what I said about clubhouse clubhouses a audio only platform which is launched. Andrew Mashman: Late last year it was by invite only that you could get involved with it and it’s they’ve had kind of like town hall meetings with. Andrew Mashman: With Famous people Elon musk is probably the guy who gave it the biggest leg up to get things going and people could go along. Andrew Mashman: Literally listen to him live potentially chat and talk to him as well, and so.
Andrew Mashman: it’s a it’s an interesting platform i’ve had some criticisms on it, because it’s anonymous recordings are not kept. Andrew Mashman: it’s got some maybe some privacy issues or some GPS behavior issues there too, but it’s evolving it’s a brand new startup someone’s doing well with it, congratulations to them and for the rest of us we’re really interested to know is. Andrew Mashman: Our target audience or market using clubhouse for some part of the media live any So how can we get into this space as a place to influence their decision making around our products and services, services as well. Andrew Mashman: So onto the the kind of decking what’s going on here so across the next four weeks we’re going to expose you to range of digital marketing issues. Andrew Mashman: And each week we’re going to be able to develop some pieces you’ll have enough information to complete three or four slides of the digital marketing communications. Andrew Mashman: plan template which is available for download on the it master site people should have probably seen that I think there’s been an email it to that so likely people will have that already as well, and then along the way we gotta kind of workshop that and.
Andrew Mashman: You know grow the plane together and if there’s 1100 smart minds in this group tonight, then we’re going to end up with some really clever ideas incorporated into your plan so. Andrew Mashman: Lots of discussion on the forum lots of questions in these live sessions and it’s going to be an you know great great session for sure down the bottom of the page here we’ve got two hashtags now. Andrew Mashman: myself and a number of other people have been using both these hashtags across a number of different platforms for me particularly it’s. Andrew Mashman: Facebook Twitter and linkedin, we will not using too much on instagram for this for a number of reasons or other places.
Andrew Mashman: But you can do some searches on these from Google, you can also do searches within Facebook Twitter and. Andrew Mashman: linkedin and it’ll bring up a range of things that have been curated around digital marketing particularly customer behavior trends in this space it’s a great place to find resources so. Andrew Mashman: These are tools that you can start using as of tonight and if you’re multitasking at the moment, you might literally be able to pop in and get some stuff going on in that space as well. Andrew Mashman: Also, a page here of useful digital marketing sources i’ll leave that for you to have a bit of a look through to do that. Andrew Mashman: Part of the hash tagging spaces, that you can follow me on Twitter and also on linkedin where I do if I come across stuff which I think is interesting in the digital space. Andrew Mashman: I will definitely publish it there and that’s just you know it’s the tip of the iceberg of what’s interesting in the space, but it’s a great place to shortcut yourself to different sources and.
Andrew Mashman: Get the heads up on some stuff which has just been released and i’ll show you a few things on that tonight, just to set the scene for the coming weeks, in the course as well. Andrew Mashman: Here we go in there guy one happy thing. Guy: I think, so I was just gonna say that subject that you were talking about that you. Guy: For a couple of times we also did a short course on it so i’m just going to check that link. Guy: In the chat section or have a look at that one if you keen on. Guy: getting an overview and also yeah he. Guy: doesn’t couple weeks. Andrew Mashman: Perfect exactly right, so I have to be on the game for that one too so of. Guy: course again uses those those hashtags so that was a fun. Andrew Mashman: it’s a great way to just to get get up to speed with that space to kind of leap frog yourself ahead and then all of these social platforms now so specialized that I cannot keep up with them.
Andrew Mashman: So, once you know the kind of areas that are going to be of interest to you, then you got to do a deep dive into how to make first Facebook working you’re not for profit business based in. Andrew Mashman: Pacific arms, for example, you know you’re going to get right into the detail of that to make that work so. Andrew Mashman: we’re taking a much more high level strategic view of the world, and you know spreading the bits and pieces, so you kind of know where to look for clues etc. Andrew Mashman: So there you go on the screen there now that’s my Twitter handle at a measurement have a look at that one, I guess, I consider myself as a bit of an information and definitely a people connector and. Andrew Mashman: i’ve had a kind of a blessed life on that front, you know starting off from maybe a workshop floor.
Andrew Mashman: Through to over the last 20 years of serving working from us often haven’t started yet, which is always a good sign. Andrew Mashman: But I have a lot of variety my life and I get a lot of stuff done and get lots of things going on i’ve had four kids left handed scorpio got a birthday coming up very shortly i’ll i’ll get you guys to the mark that for me and. Guy: i’ve.
Andrew Mashman: been a motorcycle riding going on but i’m proving less successful that these days and it’s getting a little bit painful so i’m. Andrew Mashman: i’m not sure how long that’s going to persist for but we’ll see that in Australia, he hitting someone might be a bit of water skiing.
Andrew Mashman: And i’m sure I can make that live on for a little bit longer as well, so they got two places to get in touch with me the Facebook getting smarter link there as well, and then the measurement on linkedin plus Twitter, as we mentioned. Andrew Mashman: Perfect so into tonight’s you know core content as well, the first topic area is the digital sphere and marketing. Andrew Mashman: there’s a five question quiz I believe quiet guy at the end of this, and so. Andrew Mashman: You need to get a number of questions correct to get through that so it’s good to keep tabs on that all the material looking for comes out of the deck tonight and out of the material, I talked about around the deck so. Andrew Mashman: just keep tabs on that and I guess you can rerun the recording if you missed anything particular on that front so couple of things going on in this space here is that.
Andrew Mashman: Strangely, though I think it’s a code base thing the most downloaded Apps of 2021 have turned out to be virtual private network Apps. Andrew Mashman: And I just go whoa what’s going on with that, why is that going on and virtual private networks give you an opportunity to be more private much more private then. Andrew Mashman: If you’re just using the Internet at large, if you’re using your Facebook log on across a whole range of platforms you’ve really got some privacy issues if you’re playing in that space. Andrew Mashman: But the growth of virtual private networks has got also difficulties for marketers because, as people become more. Andrew Mashman: I guess secretive and more privacy focused on the Internet it’s going to make it much more difficult for us to reach out into the spaces that they’re.
Andrew Mashman: There may be enjoying the Internet for us to reach them with you know content of any sort she generated advertising all sorts of things like that, so I was fascinated by that one as well. Andrew Mashman: mobile Internet now outstrips PC based Internet so how the anybody will have anyone sitting in a desk anymore in an office, certainly in this. Andrew Mashman: Australian part of the world, and many other parts of the world as well, so mobility is massive and not going to the Office now is massive as well.
Andrew Mashman: So when you’re in a different environment you’re gonna make different decisions you’re going to be prompted by different things. Andrew Mashman: Might because you have your pet sitting on your lap and your pits doing a bit of a niche so you’re going to Google, you know. Andrew Mashman: He pit and stuff like that So things are happening on as well that are changing the way consumers do things and we can see that, through the stats like mobile Internet uptake, for example. Andrew Mashman: covert has and pretty much nobody would not expect this increased rates of adoption of Internet of social media platforms of technology at different levels. Andrew Mashman: And also increase usage and I got some stats coming up on that one also so for digital marketers to other things jump out here is that digital is increasingly accessible for all of us.
Andrew Mashman: Which is awesome because if you’ve got a start up and you’ve got no money there is still. Andrew Mashman: great potential for you to reach out to different people and tell them your story to write your story to those people that’s. Andrew Mashman: it’s it’s possible it’s been you know it’s just been made accessible to lots and lots of people in ways that. Andrew Mashman: In a pre digital environment can be companies and individuals would have had to rely on lots of other more difficult slow moving tools to get so digital is also on that front i’m really excited about that potential for that.
Andrew Mashman: The other thing that is the flip side to that is digital is increasingly crowded combinations of numbers of people. Andrew Mashman: The growth of different platforms to do different quirky maybe very vertical focus things is huge and so you need to have a great deal of knowledge to know where. Andrew Mashman: Where people going, and one of the stats i’ll show you shortly, is that nearly every person who’s on the Internet and certainly is on mobile is using something like 6.7 to seven different social media platforms so. Andrew Mashman: it’s very fragmented people all over the place, doing all sorts of wacky things now one of the guys that I love to follow is Simon camp, he can see him up there that’s his Twitter based handle as well, and one of his tips for moving forward into 2022 is cross cultural.
Andrew Mashman: content and he’s calling a cultural fluidity and I guess that comes out of maybe maybe we’ve had a bit of withdrawal from our globalized world as. Andrew Mashman: As nation states and countries and states within those countries have locked down and and people have been you know only able to kind of travel virtually as it would be. Andrew Mashman: So things going on there, the netflix i’m going to get this wrong screen games, it was the screen one called guy which I haven’t watched it, I have to say, but a South Korean MMA stall series.
Andrew Mashman: is going gangbusters. Guy: is very exciting. Andrew Mashman: county when you go over that well you Hannah you must be all over that. Andrew Mashman: Someone else is going to punch it into the chat box one second. Guy: guys. Andrew Mashman: So they always run all over. Guy: Like you guys paying attention that’s terrific so that’s a particular niche stall thing and it. Andrew Mashman: comes from a very specific culture in a specific part of the world and it’s just one kind of I guess point or tip about maybe the variation of diversity in content and cultural.
Andrew Mashman: And you know, on a global scale might really impact the way marketers need to communicate to their audiences as well, so that’s what i’m thinking about in that space. Andrew Mashman: So I got a couple quick slides to pop through here which i’ve got some data, these are available by we are social or hootsuite. Andrew Mashman: The link was on the previous page I think it’s on the main page as well, but you can see it in the bottom so they’re not my slides. Andrew Mashman: awesomely for me, they were published in October 2021 about the 16th of October so i’m just going to bring you the latest freshest detail here on a global scale about what’s going on the digital world.
Andrew Mashman: So, interestingly enough, you know global population is still growing, but not at a massively rapid rate compared to some of the things we’re using. Andrew Mashman: That humans are using in the space, so the big area here unique mobile phone users 5.2 billion. Andrew Mashman: that’s a big number that’s a huge chunk of the planet, who has a small device they’re not all of them are what they call feature or smartphones so that’s why. Andrew Mashman: The the mobile phone number is bigger than the the Internet based number as well, but nevertheless they are, and we know that Elon musk ease and I heard a story today about he’s. Andrew Mashman: skynet thing offering wi fi to people is actually out and happening now, so people who would never ever. Andrew Mashman: going to be able to struggle to get Internet you know, and even in Australia, we talk about mobile based Internet it’s been a bit patchy for people. Andrew Mashman: So the skynet thing that mask is working on is likely to solve Internet access for hundreds of millions of people.
Andrew Mashman: If I can afford it to get that so we’re going to see growth in mobile connectivity and Internet connectivity coming up the world as well. Andrew Mashman: So just done, the 5 billion people using the Internet and numbers of people who are active social media users so. Andrew Mashman: Again 4.5 billion people who are making social media, a major part of their life and also some time on that in a second so a few things going on there. Andrew Mashman: None of these numbers are going backwards they’re all growing so digital, which you know 10 years ago was. Andrew Mashman: To get into a little bit risky to meet new don’t know what’s going on there it’s it’s a wife in it’s a tsunami even and it’s moving.
Andrew Mashman: And for organizations, not to be part of that wave then it’s going to be very difficult for them to probably maintain relationships with customers keep customers and. Andrew Mashman: Be even effective against their competition URL So there you go now, this is again a slide from simon’s deck and that’s the link actually to the dictator Australia underneath that slide but. Andrew Mashman: A couple things two thirds of the world’s population is now on mobile phones it’s pretty massive as well. Andrew Mashman: social media users increased by 400 million in the past four months, so 400 million that’s you know the size of a couple of countries.
Andrew Mashman: into that space so growing at 10% when global populations only been growing at about 1% or so So these are fast moving spaces so. Andrew Mashman: If you’re not moving into it you’re getting left behind just by the sheer nature of how these things are moving so a few more things you can have a look at their as you need to as well, social media use now social media use is. Andrew Mashman: Massive you can put your hand up we’ll put a question there in the in the chat box if you’re not using social media or any talk beach, to see if there is one amongst a couple hundred people who are online tonight, but probably not we’ll wait and see on that one but 4.5 billion people. Andrew Mashman: Half over half in fact 60% really of the global population, and you know hitting that way as well, plus 9% or 10% is that would be 400 million new users as well.
Andrew Mashman: So stelios good he’s holding off on Twitter there you go and people definitely have social media is that they don’t want to use and that they would like to be specific about but it’s interesting to see chat Apps. Andrew Mashman: are in some social media conversations and are out of some social media conversations. Andrew Mashman: Like whatsapp, for example, is definitely chat bias, but because it’s such a sheer number of users there people working at ways that they can make in influence across that network as well, and through their connections with Facebook, etc. Andrew Mashman: amount of time spent per day, using social media to 27 minutes, so they go if you haven’t done any social media today and we finished this around 830 which will be struggling to it’s still going to be close to. Andrew Mashman: 1130 will be 11 o’clock before we get to bed, by the time we catch up on all your social media and for many people this starts at the. Andrew Mashman: The alarm going off in the morning with i’ll be checking on the social media platforms. Andrew Mashman: Many people in Australia today would have found out across social media that they found the little girl that went missing nwa as things like Twitter, for example, are the fastest things to share information on across particular countries and nation states are both in the world.
Andrew Mashman: As the largest NGO zone. Guy: practitioner. Andrew Mashman: gosh I hope that I don’t spend that much time though it is becoming increasingly difficult to put your phone out of your hand to not be checking on things. Andrew Mashman: That said, i’m also very selective about one on one I have a look at what I need to have a look at, but some things like families, for example, we’ve got kids play sport, you know the touch 40 drove was on Facebook, the other night had to find that. Andrew Mashman: You know there’s gigs on pubs is all that sort of thing so. Andrew Mashman: it’s quite. Andrew Mashman: immersive in nature and quite hard to break away from good news for marketers these though at two and a half hours a day, they can find people in this.
Andrew Mashman: Space there will be ED spaces to slide in next to them there’ll be content opportunities to slide across tick tock Facebook. Andrew Mashman: Twitter probably definitely instagram etc, and you know we know people are watching the screen for this amount of period in the day, so it’s pretty massive in fact in terms of going forward the last.on this slide here, which is massively important is the number of platforms that. Andrew Mashman: Each user is likely to have loaded on their devices. Andrew Mashman: Probably some people. Andrew Mashman: might have a little bit of variation between the PC notebook MAC book, etc, and the mobile device, because a few. Andrew Mashman: platforms only work on mobile or work best on mobile for sure, but we know people are switching between platforms, so you can’t just go.
Andrew Mashman: let’s do a campaign on Facebook it’ll be great is more than 2 billion monthly users there it’s got to work for us. Andrew Mashman: Well, if they’re only there to check out the touch football timetable for five minutes on a Sunday night before touch, for your Monday. Andrew Mashman: You know there’s a very small window of time, but if they spend hours scrolling through their instagram feed dreaming about travel. Andrew Mashman: Opportunities into exotic beachside locations around the world, then that is probably where you’ve got to find them or that’s where you’ve got to generate some content to be into their feed or into the stories they’re watching, etc.
Andrew Mashman: So it’s it’s great but it’s also tricky and I guess, one thing I want to get out tonight is that people have to make conscious decisions about where to spend your time. Andrew Mashman: Because to manage a Facebook feed for our brand and to keep in front of you know, a couple of different target markets with fresh content it’s a big big job. Andrew Mashman: You can’t just go, you know set up your schedule and let it roll at two or three things across different times of the day and. Andrew Mashman: be done with that there’s liking, to be on the Spring follows is unfolding there’s there’s moderation there’s new content is there’s user generated content to be re shared it’s a big big job and probably the single most. Andrew Mashman: difficult thing around social media for everybody is that we don’t have enough resources to do all the things that we’d like to and then, when you’re shorter resources.
Andrew Mashman: You probably don’t do the things you want to do well, so my messages to be really tight on what you want to do and how you want to run it and then get on with those and then as as capabilities grow or resources grow grow out your capability in social or digital spaces as well. Andrew Mashman: So this slide he probably young. Andrew Mashman: no surprises here for most people Facebook, is the is the the massive APP it’s still the biggest thing in the USA, but there’s some really gaping holes in facebook’s. Andrew Mashman: kind of target audience lineup these days, certainly with younger audiences particularly have quite good growth in older audiences but fewer and fewer people target older audiences for for a range of products and services.
Andrew Mashman: And if you want to reach younger audiences, then you probably going to be looking at different platforms for for sure. Andrew Mashman: The Facebook audience whatsapp and instagram and again there’s materials, you can do through Facebook for business to to share certainly across Facebook and instagram. Andrew Mashman: and lighten your load a little bit, but I see Facebook and instagram is quite different base in terms of the kind of content, so you need to be very careful about targeting you content to the audience’s on each of those platforms. Andrew Mashman: The one that i’m still very excited about there is YouTube is number two they’re more than 2 billion. Andrew Mashman: monthly unique visitors as well, and the big thing for me about YouTube is that it’s owned by Google and Google is still by a country mile the world’s biggest search engine.
Andrew Mashman: And so stuff you do on YouTube and stuff that you do on Google has a natural synergy to reach huge huge markets and Google stuff and Google search of all sorts. Andrew Mashman: You know, is kind of a gateway to audiences for everything and all doubt that there’s again anybody on this group tonight who hasn’t done a couple of Google searches today. Andrew Mashman: Probably hint popular in the chat box, if you have done no searches today or tell me if you have searched on being, for example, a beach know if there’s much search on being happening in this group. Andrew Mashman: Very good. Andrew Mashman: Avoiding the big bosses Okay, a couple of stars one, two and no so just judy’s only guy. Andrew Mashman: interesting. Andrew Mashman: have to use being for work and if you’re in Australia P, is very difficult to get good results on in Australia, so the guy and then yeah Glenn is it 10 searches last two l’s fishel So there you go and stop I haven’t heard of that one very good, very good indeed.
Andrew Mashman: So a bit of stuff going on there about how I use it for me. Andrew Mashman: Google connected to YouTube content on YouTube I put definitely YouTube as a Social Platform, because people interacting on different ways, today, so one that’s good to excellent good some great stuff in that list a guy. Guy: A literalist and why being but. Guy: What. Guy: Why do they do it.
Guy: it’s not successful kind of do something else now. Andrew Mashman: When they’re actually this, some people have to use it so like I think it was. Andrew Mashman: Was judy’s tissue that might have been using it only being a head to use it for work, etc. Andrew Mashman: And ago I know he works for a company is based in Hong Kong that does all of beings advertising sales into China. Andrew Mashman: They also do stuff on Facebook or sorry on Google and Facebook, for them, but they’ve got stuff going on being and for China being. Andrew Mashman: Maybe it’s a little bit more targeted than what are these for Australia, because in Australia you pull up lots of.com sites and they’re not very relevant to the local market, so they they’re selling advertising space they making you know millions of dollars of advertising. Andrew Mashman: each month and it’s going quite well for them so.
Andrew Mashman: There you go, I think. Andrew Mashman: I think windows expects being to kind of crack it or for Google to lose the plot on where they want to be, and the clear page and they focus on. Andrew Mashman: Good quality search, which I really don’t think it’s going to happen, but i’ll certainly be sending it to step in if that happens, so one. Andrew Mashman: And you know, maybe it only take a you know bad data breach or a you know some kind of scandal for people to change their behaviors around search a little bit as well, so one. Andrew Mashman: i’m sure that they’re optimistic about that and it’s part of a portfolio for Microsoft that they do an Okay, and to to not have that given google’s got their own operating systems.
Andrew Mashman: as well would probably leave a little bit vulnerable, I suppose. Guy: So you guys might. Guy: see something that you’d look at. Guy: With regard to tracy’s question in the Q amp, which is about regulation if someone was to regulate Google break up a big one sort of thing. Andrew Mashman: And I have to say, thanks the question Tracy that’s really good, I think, in the short term is a medium term even five years. Andrew Mashman: The only people who will regulate them will be governments governments will really struggle to do this we’ve seen a little bit of stuff with the media payment thing in Australia, we did see trump try to ban to talking to us but. Andrew Mashman: She has grown in the US, since the band so. Andrew Mashman: You know it’s very difficult to regulate these what are monster businesses with.
Andrew Mashman: A huge amount of financial clout and political clout as well, so I think we have to work with that and that’s where I think organizations and individuals have to strategize about. Andrew Mashman: How we’re going to be part of Google, how are we going to be part of being and you know being might be an awesome platform for you, if you know where. Andrew Mashman: You your target audiences city, and if you know that they go to work every day and I have to use the being platform, then.
Andrew Mashman: it’s a very narrowcast job to be able to reach them directly and in fact it’s far less noise around that so it could be an opportunity for some digital marketers for sure. Andrew Mashman: Just heading down this list of it tick tock didn’t feature on this list, two years ago, but they’ve cracked over a billion. Andrew Mashman: billion monthly users now so that’s pretty messy for them and they’ve gone way past the likes of Twitter and pinterest which were.
Andrew Mashman: You know, holding their own snapchats still out there but they would be disappointed the tech talks got to where it’s got to and snapchat is still growing their business so but by having the right that will take talks done over the last little wall. Andrew Mashman: So yeah a couple stats on tick tock for you. Andrew Mashman: The question, there is love it or hate it and I guess I get you to check it in there in the chat section as well with the level high tech talk for me. Andrew Mashman: For me, I do have an account and tick tock is. Andrew Mashman: like an awesome train wreck and falling and i’m i’m interested in all things. Andrew Mashman: hashtag Australia. Andrew Mashman: Have take motorbikes probably this whole bunch of things so and they just keep coming, and you can just burn up lots and lots of time on that as well, and then some other things, though, you see, on there a probably a little you know dubious and maybe not to holistic tik tok has made it.
Andrew Mashman: Far more easy to share material from tick tock now, which I think when we enhance the growth and and increase the vitality of some of the material that happens on there as well, so it’s each thing and. Andrew Mashman: The question is, it has a well the statement is it’s got a very big audience, but the question is. Andrew Mashman: Is your audience there, and as a marketer if your audience is dabbling to talk, or if they’re spending an hour and a half of the two and a half hour social media day on tick tock.
Andrew Mashman: you’ve got to work out how to be there you’ve got to work out what kind of content, you can generate what kind of. Andrew Mashman: Advertising you can slide in in a way of high cut through but doesn’t cause them to block food or get out of their feet as well, so there’s there’s challenges associated to that one as well, so I. Andrew Mashman: love it uses an educational tool, I just have to check what education you’re doing in that space because there’s certainly a lot of things to learn on tick tock I would have to agree with that.
Andrew Mashman: Whether you need to learn them all or not i’m not sure and yeah all good fun to talk and. Andrew Mashman: The bad news, if you’re Australian is that Australia doesn’t make up any way any anywhere in the top 20 of the addressable audiences for that platform so there’s many, many other places in the world that. Andrew Mashman: tick tock would be a very, very big important tool to reach a younger demographic in those those countries. Andrew Mashman: I believe, when they announced the US band, there was a bit of a you know, a dipping in tick tock for the USA, but at the same time, they picked up 200 million Indian subscribers to tick tock in that particular window so really interesting how that one goes as well. Andrew Mashman: There you go so keeping tabs on your kids that’s pretty good.
Andrew Mashman: Yes, well there’s a whole ownership question there which James has pulled up as well, and you know that’s just a whole dynamic play going on on a global scale about. Andrew Mashman: Where that data go who’s using it, and you know, interestingly enough Facebook is just caned facial recognition, because one of them I think they paid out 650 million us. Andrew Mashman: court case against some people that have been tagged that we’re not supposed to be tagged or had blocking tackling etc. Andrew Mashman: And some recognition happen in that space include that could have some pretty serious knock on effects and by the pulling out of that. Andrew Mashman: i’m sure other people are actively involved in facial recognition and using that to better understand or know about their customers so point of view and Yang on that one going on now, the last slide in the set here, which is. Andrew Mashman: means I need to get moving a bit too is just. Andrew Mashman: How users are across multiple platforms so we’ll get into this a little bit more next week and the week after that but.
Andrew Mashman: What we’re looking at here is users, that are on one particular platform, but they’re also on other platforms so. Andrew Mashman: of people who are on Facebook, for example than 75% of them use YouTube 76% 77% have instagram just 30% use reddit. Andrew Mashman: Interesting enough but 44% of using tick tock as well, so we have this. Andrew Mashman: kind of audience moving very fluidly you know at the swype have an APP on your phone moving from one APP to the next APP as well. Andrew Mashman: very, very fluidly between platforms and again, this is a challenge for marketers to work out where to invest my money. Andrew Mashman: To focus on one platform it’s probably exclusively dangerous to focus on too many equally dangerous So what is the right mix which are the platforms, that your target audiences sticky on things that you need to know about them as well.
Andrew Mashman: They go and one other thing in terms of advertising on many platforms is that the cost of digital advertising has jumped about. Andrew Mashman: there’s one quarter of dip but, overall I think it’s jumped about 70% in the last 12 months or so so. Andrew Mashman: there’s a bit of volatility in the cost of advertising, but it is definitely headed North over the last 12 months or so. Andrew Mashman: So things to think about and we’ll get some more detail about those, and these are things that you definitely need to think about as we head into doing our communications plan as well. Andrew Mashman: So this is the last slide deck here and where did your day go and where was our customer today, so this is time spent in all the different places. Andrew Mashman: Different media choices so seven hours nearly on the on the Internet it’s just huge it’s grown on the queue. Andrew Mashman: quarter on quarter growth, the on the bottom you that’s the numbers that are moving there as well, our time is. Andrew Mashman: Spent using social media has increased by just 2% not very much but it’s increasing as well podcasts are on the rise, so that suddenly brings podcasts up to this is maybe something you’ve got to work out how to sponsor or.
Andrew Mashman: develop your your content into podcast stall execution and delivery, because that is a growth space for official for us to do things So there you go if you had a busy day today, that is where some of your time has most definitely gone. Andrew Mashman: So we’ve got a template deck which you will have had access to today and. Andrew Mashman: So just get over there at linda’s question to go I, so how much growth in Apps social, many of us would you speculate given windows 11. Andrew Mashman: Good point and windows live in will apparently support android Apps so that’ll be interesting to see how that that actually goes. Andrew Mashman: i’ve got a thing flashing on my computer at the moment, actually, that I can download windows live in now so. Andrew Mashman: i’m not sure how that will impact, I think we knows live in the uptake will take a little wall in its own right, and then, I guess, we have to learn how to use it certainly it already syncs with my phone and can.
Andrew Mashman: Can can help me know which of my Apps are talking to me and what to follow on so it might. Andrew Mashman: it’ll definitely improve our ability to switch between Apps and stay up to date with breaking news as it might be or other things like that. Andrew Mashman: There you go that’s kind of my view on that one, but I will keep. Andrew Mashman: tabs on it that’s good so rods just saying it’s worked pretty seamlessly and hopefully that’s that’s a good thing, the early days of going to windows 10 so that’s good as well.
Andrew Mashman: just see the go go will keep on my lean marketing canvas and then keep moving forward on that one, so the lean marketing canvas is i’ve put it in this deck and in the template because it is just a way to capture. Andrew Mashman: a bunch of stuff about your business idea if you’re thinking about a startup that your existing business framework, and when I say businesses i’m talking about. Andrew Mashman: You know commercial for profit businesses i’m talking about government organizations i’m talking about non government organizations i’m talking about not for profits in the health sector or in the disability sector. Andrew Mashman: Any kind of organization can leverage these tools to better understand what’s going on and so i’m going to quickly just run through the headings on this one. Andrew Mashman: lane also talks to us and lanes never been more effective than in the digital world as well, because with digital we can reach out with you know very low kind of upfront costs, sometimes with.
Andrew Mashman: You know, we can try a number of things we can file quickly and fall forward is something we might put it as well, and we can move so lean lean works well. Andrew Mashman: lean is all about being the most effective with our resources and that’s why you know you talk about lean startup fee talk about growth hacking, these are all kind of lean. Andrew Mashman: organizational types or models that that people use to move forward very quickly and get things done so that’s why it’s in the deck here and it’s a way to to capture. Andrew Mashman: The overall plan which we can then use to build their digital stream off that so first part about this year’s objectives of goals we use that smart so specific, measurable achievable, realistic and timely.
Andrew Mashman: I am messy for timing on goals, goals that have no timing, a really problematic. Andrew Mashman: means nobody needs to choose them by any particular time so that’s difficult for us, so we were going to write some goals and usually one or two I don’t want to say 10 goals. Andrew Mashman: about an organization to add to communicate to all your stakeholders, the second thing i’m going to deal with on this canvas here is the target audience, which is on the far side so.
Andrew Mashman: First of all, we have some organizational goals and then we’ve got to have someone to executing with, and if we can’t work out who to execute their goals we know who. Andrew Mashman: Our goals are palatable with or who has the potential to buy or download X amount of Apps by new Honda iconic five. Andrew Mashman: All of those kind of things, then we can’t even start to marry those together and understand the other parts of the delay marketing canvas as well.
Andrew Mashman: So target audience really is is massive you need to understand your customers intimately I always suggest as much as kind of stereotyping, but to write persona stall things you know Andrew is. Andrew Mashman: not going to go to agent demographics and a whole bunch of things, but he’s a water skier and he’s a scorpio and he does this, and he answered cars and he.
Andrew Mashman: Does that, as my tell us a bit about Andrew and we use that to look for more like Andrews and to understand that. Andrew Mashman: They might all go to the car races, with the car races around or on a weekend they might all watch car races on TV so some TV spots might be really good. Andrew Mashman: or they are part of a car club which publishes stuff online, and so we can go to the online space around that car Club to promote that one as well, so um. Andrew Mashman: that’s how we want to learn about customers and is more on this coming I am six with customers and I want to know about them, so I make that one happen as well.
Andrew Mashman: drone just asked is the lead marketing canvas similar to the startup lean canvas and i’d say it’s identical might so same thing on that front. Andrew Mashman: Going back to the other side, then we’ve got some key metrics thing we want things we want to know how to measure so what’s valuable for us, it might be downloads heats watches. Andrew Mashman: Sales for sure, at the end of the day, somebody’s going to ring the tool for you’ve got to raise money for for venture capital you’ve got to. Andrew Mashman: sell your products and get some money back for them you’ve got to meet your budget if your disability Kara so we’re gonna have some metrics that are meaningful to the business and the stakeholders so that we can measure. Andrew Mashman: If somebody pops up and says Oh well, let’s um let’s let’s set a goal to increase brand awareness by 30% you know that’s a really.
Andrew Mashman: crappy goal unless you’ve got a massive market research budget because measuring brain awareness is nearly impossible. Andrew Mashman: To measure it’s not impossible to measure outcomes, either by you spend hundreds of thousands of dollars to measure that one thing. Andrew Mashman: Is there a better way to measure the things that you want to know so make sure you got some measures and you make that one happen. Andrew Mashman: The Where are we now think we’re gonna have a quick look at that, in a second it’s about the Swat and i’ll get more into details about that. Andrew Mashman: are usually summarize a SWAT into what I would call critical issues, so what comes out of the Swat either things we must do in this plan, otherwise we’re going to file some things we must solve to be moving ahead.
Andrew Mashman: The box across call brand values, so this is about Al what does that brand what does it stand for what’s that differentiation, what is the value proposition, what does the customer experience by dealing with us. Andrew Mashman: And you know if we’ve got an awesome cutting edge tech piece of gadgetry like an iPhone 3031 13 then. Andrew Mashman: It might be fantastic, but if all the guys at the genius bar are really cranky or hung over from the party going to last night. Andrew Mashman: customer service might be down the tube and customer experience might be down the tube, even though the devices absolutely spectacular. Andrew Mashman: So we’re interested in that whole package of stuff that goes on around the customer journey and what is the customer getting out being part of the apple brain and ernie and iPhone 13, for example, and they go competition.
Andrew Mashman: Competition is a couple of things for me i’m on bear with this, because. Andrew Mashman: If I had to take a box out of this lean marketing canvas I take out the competition one because some people. Andrew Mashman: become an organization’s becomes obsessed about competition they cannot move forward, they cannot step out of the shadow of their competitors, but. Andrew Mashman: On the flip side to that you need to be able to understand what value our competitors are giving their customers and probably the case a minimum of benchmark of execution or benchmark of delivery so learn what customers expect but don’t become obsessed by them as well. Andrew Mashman: moving down to the yellow box on the right hand side there we’ve got channels, this is how do we get to our consumers, how we going to make that happen and so. Andrew Mashman: For the last two weeks i’ve been on the search for a particular motorcycle helmet I had one I broke it cracked it so that’s bad that’s my writing skills shining through there. Andrew Mashman: But I want one exactly the same and it’s a it’s a two year old model its orbit obsolete i’ve been to.
Andrew Mashman: Five bike shops I ordered one they said it was coming and turns out, they actually didn’t have it in stock and I couldn’t get it as well, so I had to get a refund had a bad customer experience with those guys about that refund. Andrew Mashman: And today, I was in a motorcycle shop trying on helmets to see which one fitted similar to that one no luck so unhappy didn’t spend any money the local bike shop, but I went back to Google search. Andrew Mashman: gabi that he by a border helmet save money is coming out I lied I should have it by next week awesome experience on that front so i’m gonna make that one happen so.
Andrew Mashman: Lots of stuff going on there in terms of how do you get to customers and if you don’t understand how your customers get to you it’s again very difficult to. Andrew Mashman: chart out that customer journey, and I can tell you on nearly every website i’ve been to today and, including on eBay advertising for another motorcycle shop, which I searched for. Andrew Mashman: motorcycle helmets on keeps popping up in all over my screens it’s horrible nilly, but that’s them remarketing based on searches on their site and check out which I. Andrew Mashman: trolley which I abandon on the way out the door, so I understand the path to your target audience customers. Andrew Mashman: If there’s other people in that path kind of nice but don’t make the past so big that you’re reaching out to people who’ve got no interest in your product or service. Andrew Mashman: So be it through physical distribution bricks and mortar or electronic being the right place for your customers with the right mechanisms to make that happen.
Andrew Mashman: Well, he back to the left we’re going to have some kind of timeline. Andrew Mashman: cuz we were dealing with it masters and I love projects as well we’re going to have some kind of Gantt chart project plan milestones a timeline literally and there’s a great plugin for PowerPoint called. Andrew Mashman: timeline for PowerPoint I think so, in your PowerPoint decks you can build your own timelines to pitch your. Andrew Mashman: Your communications plan to different stakeholders in your organization as well, so really valuable tools there, then all stakeholders will know when what’s happening what they’ve got to do to make that happen and there’s less chance of things going awry.
Andrew Mashman: Lastly, dressing here we’ve got to have two things marketing capability, so we have to have some talent and people to do stuff and often at some level, we have to have some level of money, even if it’s just to pay the people to do things. Andrew Mashman: As a model we use in marketing called paid earned and owned and it’s a really great tool in the digital space because. Andrew Mashman: there’s stuff that we can do, which we own so our own websites So for me liberated vision calm for it masters dub dub dub dub it masters.edu.au. Andrew Mashman: We own that we can do what we like with it, we can write rude things on the front page, or we can write really creative things, or we can put. Andrew Mashman: Educational information it’s ours, we do what we like with it hi control really good we have our tags handles on Twitter.
Andrew Mashman: tick tock we have our organizational brand names in as as well, we have a lot of control over those things so own stuff is good. Andrew Mashman: And we’re investing it through the the people that we’ve got and that talents paid for. Andrew Mashman: earned is where we usually get something that is customer created so we talk about user generated content customer created content. Andrew Mashman: Customer feedback is earned so when somebody shares or re shares or run retweets or likes your post, whatever it might be. Andrew Mashman: Then, these other things, and the organization goes wow somebody liked our products and services that’s really great. Andrew Mashman: i’m going to reshare that back into our food, so people see that our customers, like the work that we do so again no cost associated with that.
Andrew Mashman: But if there’s no good customer experiences you won’t be earning much in terms of value there, and if you don’t have any followers you won’t be any much either. Andrew Mashman: And the last one at the top, is just where money gets can be spent well and easily is the paid icon so one area where we be. Andrew Mashman: crazy not to spend money these days and search engine optimization used to be a kind of a free thing but it costs money to do these so that’s seo. Andrew Mashman: SEM search engine marketing where we doing stuff within our search engines and there’s quite a number of articles written about organizations that are doing well in search have both.
Andrew Mashman: seo strategy so though the top ranking organic search result, but they also have a paid component of that and when people see both a paid component and the top organic writing they go wow these guys might be really good at this space. Andrew Mashman: So if you um I think Google if you’re in Sydney, particularly if you Google fashion, clothing, I think the iconic will fall into that space, the iconic will be the top.
Andrew Mashman: Organic result was a few weeks ago anyhow and i’ll have some paid stuff going on around that as well, so very clever on their front. Andrew Mashman: So, for the purposes of this course, and part of your homework i’m going to go to another slide in a second. Andrew Mashman: we’ve got a blank one of these for you to fill in the unexpected completed in one crack just be able to write some stuff in you know you’re if you’re, if you like, printing stuff printed out if you’ve got a pain and you can draw on your screen then. Andrew Mashman: do that and and right over the surface there and. Andrew Mashman: give it some ideas it’s going to grow next week it’s going to grow, the week after and the week after that you’ll have something really valuable to share with other people about your business and organization and you’re playing. Andrew Mashman: Excellent so moving further into the template, this is the link to the template and Guy you might just remind me, is it up in the feed.
Andrew Mashman: Tonight, or is it. Andrew Mashman: Only accessible via the it matters site. Guy: So the. Guy: All the resources that we’ve got in they’ll be on the course page. Andrew Mashman: They got so they are on the course page and Hannah is just punched it into the chat feed, so thank you very much for doing that. Andrew Mashman: Which is perfect. Andrew Mashman: that’s a template you need it’ll be valuable for us down the track grab it that’s what you gonna do.
Andrew Mashman: Are the template as a guide for you to conceptualize your ideas that’s a really important point it’s not the be all and end all it is not a silver bullet. Andrew Mashman: It is not going to work for every organization so feel free to modify chop and change it been it if you don’t like it, but it’s a place to start and if you’ve got an R Us to start start with that it’ll be a great place to do that so it’s a great place to conceptualize your ideas. Andrew Mashman: So this is the crux of that template and.
Andrew Mashman: we’ll see the next slide there has got the the blank marketing canvas there so i’m just gonna go back to that one for a second so. Andrew Mashman: Coming from material off the canvas we’ve got material about our organization, so what is the organization about. Andrew Mashman: Within a conductor SWAT and i’m going to do these in separate slides in a few minutes, just so that we know what we’re doing for this week for next week.
Andrew Mashman: We definitely want to know about my customers who are they what’s going on with them what stuff do we know about them what channels, do they use in the digital space, particularly. Andrew Mashman: Because we know a lot of stuff better customers, but we didn’t know about the digital behavior you know it’s just there like that we really want these. Andrew Mashman: like that and that really makes Al Al spend or out if it very efficient to make that one happen.
Andrew Mashman: So that we then have some digital goals so goals for a digital strategy which reflect the organizational strategy goals. Andrew Mashman: That gets you sign off with your Executive suite with your your C suite with your board of directors, whoever those guiding people might be maybe your investors. Andrew Mashman: If they see that integration that these goals, the organization, a great well digital is going to deliver on this part of those goals that’s a really powerful things. Andrew Mashman: thing we then would write digital strategy and that’s next week, the week after. Andrew Mashman: And we choose a suite of tools which will develop will deliver on that strategy for us, which will deliver on those digital goals, which will make the customers happy, which will make your organization happy and that’s the kind of mode in the flow of this particular. Andrew Mashman: template that’s how it kind of works for us as well, but talking about budgets and not performance evaluation coming up so let’s slide into this yeah blank canvas which we just talked about so that’s the one print out or.
Andrew Mashman: Use your your pen to write on the screen if you happen to have that took them. Andrew Mashman: At Andrews. Andrew Mashman: make that happen. Andrew Mashman: And you can start to populate that that’s definitely homework for this week. Andrew Mashman: And as we go from week to week you’ll get more and more, better information in that, and you know if you want to share it on the it masters forum, we might be able to have some time to feedback on some of those as well. Guy: yeah that’d be really cool if feedback to each other as well. Andrew Mashman: Absolutely that’s another value is because. Andrew Mashman: Given the few people that I know we’re doing the calls tonight you know there’s a huge amount of talent out there and just. Andrew Mashman: One or two words might be awesome and just change the direction of someone’s playing and. Andrew Mashman: Their success in that space too so that’s really good value. Andrew Mashman: So the first thing, and this is, for your homework this week as well, is to understand who your organization is now that’s awesome if you work for an organization you’ll probably go to their website look under about Austin it’ll have some vision mission values goals material but.
Andrew Mashman: If you’re a startup, then you have to kind of imagine this and capture it for yourself, so you can get going on this. Andrew Mashman: And if you’re a startup and you’ve got this cool entrepreneurial idea, for example, then you probably haven’t. Andrew Mashman: picked it up in terms of vision mission and values and stuff like that, but you’ve got man I got this awesome your product is going to work like this and it’s gonna do this and that and it’s good to go there and we sit around the world, and will be alive.
Andrew Mashman: and tourists love it it’s gonna be great now you have to pull back and decode that into. Andrew Mashman: What are we going to do here we’re going to make an awesome tourist experience for you 12 leavers we’re going to provide safe and secure yet fun. Andrew Mashman: You know APP driven tourist destinations for these post school kids etc so you’re gonna have to tear That apart, to make that one happen and. Andrew Mashman: Again, if you you’re doing this for organization that currently exists, then hopefully this this materials valuable if you have kind of an entrepreneurial leader.
Andrew Mashman: Even in a larger organization, then it might be more in their head, so you might have to kind of tap into that and just pull out the bits and pieces. Andrew Mashman: That will help you make sense of where your digital strategy is going to go, so you can get into that and make that happen so that’s the important part about that slide there so for next week my vision mission and values So how are you going to go about doing this particular business. Andrew Mashman: Next, one he is the SWOT analysis, most people doing this course will have heard of or seen SWOT analysis around i’ve been around for a while. Andrew Mashman: There are strategic management tool but there’s a couple of things about them, which makes them much more easy to use and i’m going to go into that one SEC.
Andrew Mashman: So the first one is. Andrew Mashman: strengths and we have the four boxes, you can blow them out make them as being polite and put them in there and. Andrew Mashman: One of the things about strengths, is its internal to the business or the organization it’s an internal thing it’s something you do well. Andrew Mashman: you’re not relying on someone outside of the organization to do it well for you to do well, so it’s got to be controllable why you. Andrew Mashman: And the cool thing about that is weaknesses which is kind of the opposite in your strengths here and what he says here.
Andrew Mashman: Then weaknesses are things that you don’t do so well at the moment, but they were in your control, so you can fix them and change them. Andrew Mashman: If your crappy branding you can learn about that, and you can fix that over time if you’re got chitty customer service. Andrew Mashman: You can fix that and change that and get a robot to do it for you or whatever else might be going on, and you can change it from a weakness to a strength.
Andrew Mashman: So these are things that are inside the organization that the Organization has control over and. Andrew Mashman: You know, is really responsible for the end of the day, so front end up to management and go we’re awesome at this we’re crap at this, we got to fix their responsibility, we can make that happen. Andrew Mashman: The bottom part of the group here is about opportunities and threats, and these are outside of the organization they come from outside. Andrew Mashman: And they are essentially uncontrollable some people call it influence them over time with you know different things, or um you know industry groups or you know. Andrew Mashman: You know cartels even can sort of influence stuff outside of an organization, but for most of us, we are just literally stuck with what’s going on in this space, so we have to learn to work with it.
Andrew Mashman: The big one here for me for opportunities is that customers are opportunities and rarely do you see a SWOT analysis done, which is. Andrew Mashman: highlighted customer opportunities changing customer needs So here we come off the back of covert off lockdowns all around the world across being a vaccine or being in any vaccine. Andrew Mashman: Across growth in Internet and cross growth in mobile phones, there has got to be, and there is new opportunities out there, so. Andrew Mashman: True enough and someone’s just punching the chat box, there was a threat and covert has been a threat to lots of things, but in the Australian. Andrew Mashman: Market some businesses have gone gangbusters in in the code period, how did that happen, so this is where the SWOT analysis should really point to that that. Andrew Mashman: code is going to make people stay home and one of the categories I known I think growing by 21% is furniture.
Andrew Mashman: So people are staying home they’re sitting on a crusty old lounge in front of their crusty old coffee table watching their crusty old 75 inch TV set. Andrew Mashman: And the going i’m going to be here for six weeks, this is not good enough and they get on to gambling Webster, they get on to. Andrew Mashman: online shopping places that deliver and they order, a new cash you coffee table and an 18 inch TV so that’s shopping is gone really well, so the throat of code. Andrew Mashman: has been an opportunity for a group of customers to go out and spend stuff so if you’re in the furniture business covert has been an opportunity for you and. Andrew Mashman: doing a SWOT analysis is all about getting on top of those as they happen and unfold so that’s that’s what we’re talking about things which often appear under run threats is stuff that competitors do. Andrew Mashman: areas where we don’t know enough about the market and outside that’s going on, and if you know your business just chipped away going oh yeah this kind of thing it’ll go away, why matter.
Andrew Mashman: you’ve probably missed some really serious opportunities around that so, hence the identification of stuff and the opportunity to understand it is super important in the space. Andrew Mashman: And the last so those three pieces for homework next week i’ll touch on them a second and the last thing I just wanted to brush on tonight because time slipping away a little bit. Andrew Mashman: Is what is in your digital portfolio, and this is not everything it’s not only you know wholesome Louis for sure there’s opportunity but it’s more about the graphic. Andrew Mashman: Digital stuff is anything in the digital fee it’s not just social media social media is digital but it’s not just that it’s not just your website which websites were massive from about 2000 onwards. Andrew Mashman: And they were central to platforms, but these days, you can do a start up and you can run a business without a website, and you can do ecommerce without a website because. Andrew Mashman: you’re using platforms like shopify you’re doing it through instagram all those sort of thing, so what is your portfolio and your portfolio should reflect where your target customers are.
Andrew Mashman: And what kind of mechanisms they using there’s no point in having a foot in every camp or every one of these cells. Andrew Mashman: on the screen here, because your customers are unlikely to be in all of those different places. Andrew Mashman: But if you know your customers Google a lot then seo and SEM is going to be important for you, your website is going to be important for them as well. Andrew Mashman: Targeting people and having E commerce called possible is on your website is likely to be important if you know those same people also spend an hour a day on a particular social media platform, then.
Andrew Mashman: social media is going to sub form some part of your digital portfolio for sure, and to avoid it is going to leave people out there, because if you think about your own media day today. Andrew Mashman: You did a bit of googling you’re on a couple of company websites you check your social media or a couple of times before lunch, a couple times after lunch couple times before, two o’clock and a few times, after two o’clock and. Andrew Mashman: You moved around the digital ecosystem for sure you need to work out how your customers are going in that same space and what their behaviors are around those particular different things so.
Andrew Mashman: it’s important couple points off the things on the side there the diesel fee is always changing and one of the reasons for that is everybody’s algorithms so algorithms are what controls what flows. Andrew Mashman: In your tick tock feed is what controls what comes up on your Google search, it can be influenced by location by language by. Andrew Mashman: Previous behaviors a whole bunch of things, but it’s dynamic it’s moving all the time, and we need to know what’s going on in that space for our consumers, so that we can.
Andrew Mashman: Best work with them to make them happen so more of this in coming weeks, as we, as we go along with different things as well. Andrew Mashman: So there you go just to wrap things up tonight, this is just a link back to those two courses we kicked off with. Andrew Mashman: A Hannah just let me know before we started tonight, and this is not on the decks you guys will have but applications for this coming session should you feel inclined to start, I still live until the eighth of November so. Andrew Mashman: If you feel like. Andrew Mashman: now’s a good time for you that’s good did you have something you want to add to that guy. Guy: Now you’re just you’re bang on you can you can start right after that day. Andrew Mashman: yeah yeah. Guy: Even a couple days after you know we can always figure something out.
Andrew Mashman: There you go and the session starts the week after that I believe so you’re writing amongst that you can do it for some people across the kind of this part of the year. Andrew Mashman: Summer if you’re in Australia or in the southern hemisphere winter holidays, etc, can be an awesome time to study for other people it’s really problematic, you have choice start now start later. Andrew Mashman: But on my personal recommendation is something you should look at as you as you move into your future. Andrew Mashman: So there you go guy that’s pretty much the only brings me to an end i’ll just talk about these couple things he so for homework next week. Andrew Mashman: you’ve got the template the the link was in the the chat there there’s a bit of access issue, but I think that’s sort of been solved by someone i’m saying.
Andrew Mashman: So it’s good, you need to have a look at slide, five, six and seven there’s those three things just get your pencil or you were trying to penny up have a bit of a scroll. Guy: Take some notes. Andrew Mashman: And it’ll be better next week and the week after that it’ll be better again and the week after that will be even better and. Andrew Mashman: The week after that you’ll have something you want to present to management, because you’ve got a really good grip on where you’re going and what you want to do. Andrew Mashman: We have a five question quiz for you to take there’ll be a link to that somewhere as well on the site and. Andrew Mashman: we’ll do some questions and answer stuff in a second, but you can also post them to the forum and put them into the chat feed for next week as well, and outside of that, from my end.
Andrew Mashman: Have funds, they will and do a few searches on a digital in the IT masters hashtags across those social channels and see some more material that will be going on there as well, so excellent thanks i’m going to hand it back to you, and then you can call me in as you need me. Andrew Mashman: You very much everyone. Guy: Thanks so much we’ll go to those questions might as well get to them straight away appreciate your answer this during the webinar but Germans asking into the lane marketing canvas and more than the lean startup canvas. Guy: yep can you just quickly go over what they offer. Guy: really needed. Andrew Mashman: it’s really it comes out of the plan on a plate page kind of concept so. Andrew Mashman: The lean lean marketing and startups are very much in the same spice usually results poor. Andrew Mashman: Financially poor and so we’re looking at the you know the the minimalistic kind of structures and ideas and.
Andrew Mashman: And things we need to get our business floated off the ground first customers, whatever we need to so headsets way lean comes from and startups in the in the same space for that as well, so hopefully that helps you drive, thank you for the question. Guy: Thank you indeed. Guy: Mohammed asks do we use design thinking in digital marketing. Andrew Mashman: Absolutely. Andrew Mashman: Design thinking is a kind of a massive thing i’ve done a couple of projects with. Andrew Mashman: telstra actually in Australia and Price Waterhouse Coopers and they’re trying to get you 1011 and 12 high school kids. Andrew Mashman: working through and using design thinking to get things done so it’s very much a problem solving technique, I suppose, looking at lateral ways to solve problems, so if you’re. Andrew Mashman: an avid design thinking Mohammed, you should definitely be bringing in and sharing amongst your peers as well. Guy: it’s really cool is that sort of to do with choice architecture and sort of experimenting with different ways of tailoring pages, or is it something else. Andrew Mashman: Now it’s more of a holistic high level way to solve problems really I think so that’s my particular view on it.
Andrew Mashman: i’m sure there’s some variations on that and the one that you talked about what did you just mentioned in guy what was that does. Guy: It sort of I guess choice architecture, we sort of. Guy: Do a B tests on you know which color button results in the best results or whatever you’re trying to get people to do. Andrew Mashman: yeah, so I would think that’s probably part of it, but it’s a little bit more on the creative side and less parameters about how can we create a solution, he and workshopping ideas and looking for solutions and then testing and retesting and falling only. Andrew Mashman: Doing new ways to do it, etc yeah. Guy: I really go, it also get a couple of short courses on sort of side of things, if you can look at the marketing and communications short courses. Andrew Mashman: Excellent dude. Guy: Alex, how do you see the relationship between micro advertising and social media advertising.
Oh sorry, let me just get that one done. Andrew Mashman: So that was um. Andrew Mashman: mockery advertising social media advertising i’m not 100% sure on micro advertising what you might be incorporating into that. Andrew Mashman: Certainly, you know the spending social media spaces can be massively valuable the boosting posts, for example, is a very easy way. Andrew Mashman: At no other time in our history if we had such good information about who we can boost a post to, for example, all the platforms are very good at being able to to do that so i’m.
Andrew Mashman: interstitial media advertising it’s it’s a winner for me, I like it, I feel a bit Russell aircraft on that front is also. Andrew Mashman: Bringing on. Andrew Mashman: But so it’s a good thing, micro avatars Liam we think we’re talking about that in the social spaces are in that to all advertising is valuable. Andrew Mashman: But you need to know who’s going to, and is it working for you there to advertising is exceptionally easy to waste money on. Andrew Mashman: But if you if you’re not hitting the mark and advertising fits into that space of there’s a model we use a marketing to call attention interest desire action. Andrew Mashman: And if people do not know about your product or service then advertising is one way to reach them to create that attention, and then we can drive them across to our website into our special food, maybe into a. Andrew Mashman: chat room, possibly, so we can talk more about things so. Andrew Mashman: you’re if you’ve got more information there I you can tell me more about what you’re thinking about micro advertising, but that’s that’s my perspective on that.
Guy: Note thanks a lot we’ll cut questions of me I know thanks Andrew anything over going over time, like i’m really grateful for this extra free content folk a couple of questions here about different platforms, the ethics of using platforms and I guess social responsibility. Guy: You know, is sort of a Sunday you’re going to be talking about or want to engage much we’re in this course, was it sort of outside the scope Gemini sort of comments on it. Andrew Mashman: yeah i’ve got lots of opinions on it and. Andrew Mashman: We won’t be getting too much detail in this course to sue the sheer lack of time in the Social Platform marketing course we talked about it a little bit more. Andrew Mashman: I think, at the end of the day, this is again we come back to the slide we talked about where you work out what your organizational vision mission and particularly values are in the space, and if you believe, for example, that’s. Andrew Mashman: A social media platform might be harnessing your consumers data turning them on family. Andrew Mashman: You know, exploiting people through the data which goes into their feeds through algorithms etc then your organization is probably going to.
Andrew Mashman: avoid or even run some kind of protest against that Social Platform and work around other ways to reach your target audience to do it and I certainly would not suggest that anybody. Andrew Mashman: should work in a digital space that they are uncomfortable with or they don’t understand the implications of that, I think one thing familiarly the privacy aspect is. Andrew Mashman: Is you know that’s a that’s a bit of a shot Doc that particular problem because people are all my privacy has been corrupted by Facebook selling the data to whoever the English organization was. Andrew Mashman: You know data is moving around all over the Internet, and we need to be as secure as we individually can, but I think. Andrew Mashman: That is not as bigger issues was if we found a platform is exploiting people you know, using our customers details for. Andrew Mashman: For gbs purposes, then that would be a really big ethical issue for million, and as a marketing manager I would would exclude them from our digital mix for sure if that was the case so hopefully that’s just a touch in that space because.
Andrew Mashman: that’s a whole minefield in its own right in the current environment you thanks john’s put up Cambridge analytica that’s who it was and. Andrew Mashman: But use your organizational values to reflect on whether you should be into that space and that even comes down to the kind of language you use the tone of your posts and all that stuff that influences that. Andrew Mashman: And hence the digital strategy and digital marketing plan, if you don’t have that organizational oversight to it.
Andrew Mashman: You might make some mistakes in that space and you might choose incorrect platforms, not just because your customers out there, but because of their ethics, you might include us incorrect language topology graphics. Andrew Mashman: Links whole bunch of things so use that to help guide your decision making. Guy: This really interesting again free content short courses about. Guy: Setting up your organization to have this. Guy: Really deep look at what your values are what your mission is and and how you want to define yourself as a company through an agile management perspective that’s fine print and birch more we get about six months ago, so if you’re interested in that go and have a look at that yeah.
Andrew Mashman: Perfect Diego there’s another course that you could do to to get yourself here as well. Guy: Not it’s it’s another completely different masters and then you can go on. Guy: For hours and weeks and months and years finally we’ll go another one from Tracy thanks for sending questions in and can I adapt the for internal map, this is. Guy: Your templates for internal marketing for employee communications are prepared, so you can use anything you get from our free short courses, however, you like, but i’d be really interested in hearing how you think it would translate to other applications and.
Andrew Mashman: Absolutely, in this case he tracy’s talking about. Andrew Mashman: Her target market example, so it might be a change program for an organization they might be, maybe merging changing restructuring whatever and her target market in this case is. Andrew Mashman: Internal employees and even amongst that internal employees or internal stakeholders, we might call them. Andrew Mashman: there’ll be subgroups so there might be early adopters they might be laggards there might be other people that we might pull out as a particular. Andrew Mashman: target audience to communicate some factors of the change to there might be other groups, we have slightly different communication to because it’s a little later in the life cycle there’s a range of thing, so if long as you think about.
Andrew Mashman: Whoever your target market is and this case in tracy’s case it would be internal employees, which might be in a single location, they might be working from home there might be geographically dispersed. Andrew Mashman: And even I would suggest definitely segmenting them into different types, maybe by demographics, maybe by position, possibly, and then you have a really targeted approach and get high level of effectiveness in your communications to those groups so using the same platform same framework. Guy: You thanks so much Andrew. Guy: Thank you Tracy has any questions and Thank you everyone else. Andrew Mashman: yeah Thank you. Guy: Another interesting place, you can show about the ethics of the different.
Guy: The different platforms and what to do about that is have a good deed channel in the forums that’s where you can go to town just engage just flesh it out thresher out the issues and and go NUTS with it. Guy: Because we just will run out of time, otherwise Thank you so much, Andrew for spending a bit of extra time with the Q and a’s. Guy: Everyone that’s really nice of you Thank you everyone for hanging around, and thank you Hannah looking forward to the next week’s do you have in the slide deck I saw that there was some extra slides about the next week join a signpost dementia, we will be chatting about next week. Andrew Mashman: yep I could just fix that, because that is just literally sitting there if you’d like to do it. Andrew Mashman: So that was tonight so next week, the big topical areas to develop those digital tools. Andrew Mashman: discussion was about they’re getting some in depth detail about customers understanding customers internal external who the customers are so we can then do that kind of alignment thing between digital tools different customers.
Andrew Mashman: Quick chat about digital analog integration integration because. Andrew Mashman: Virtually everybody will have other stuff going on outside of the digital space with their customers and certainly. Andrew Mashman: In tracy’s example about employees, then there’s this digital and is offline stuff going on that as well. Andrew Mashman: We need to make sure that they work well together, and one thing doesn’t say this and the other things is that because that can be problematic and then we’ll have a look a bit of what’s going to move in shaky in the digital space so that’s for us next weekend guys in the 10th of November. Guy: Fantastic thanks so much everyone Angela to solve for the YouTube channel. Andrew Mashman: Perfect Thank you very much guys appreciate. Andrew Mashman: Sending to see here for module one and we’ll look forward to seeing you next week, thank you very much.
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