Demonstration Session 4

Thursday, August 3, 2017

2:00pm –2:45pm

Alexandra Dickinson, Beekeeper Group

Learn the art of ‘Strategic Content Mapping,’ a unique process to more effectively identify your audience, devise a truly focused message, and deploy tactics where they are needed most. You will be amazed how much can be accomplished in just 45 minutes.

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Session Resources

  • – Design Thinking is being able to make a decision going off what the clients want instead of the history data or risky instincts instead of evidence and facts. This way of thinking brings together a point of view that is technologically feasible economically viable. There are four phases of design thinking, and they are gathering inspiration, generating ideas, making ideas tangible, and sharing your story.
  • – There are three components of design thinking methodology, which are discovery, ideate, and prototype. Starting with a broad goal, or like a scientific method to provide the client a hypothesis or what they are looking for. Once the goal has been determined, approaching it head on is the best way to go about it. You want to gather information all around the subject through interviews, expert opinions, and observations. Now comes the discovery phase, where you gather meaningful information and to brainstorm session for the answers to your challenge. It is very important to not to be one sided or judge and let the creativity run its course. Once the details have been hashed out, you can create a prototype to test your theory with the targeted audience. It is critical to get the idea out there quickly and see how it does. This process will happen a couple of times until the team is satisfied.
  • – Design thinking is a complex way of problem-solving. Business thinking and design thinking are the same because they provide different perspectives and multiple ways of problem-solving. Traditional business thinking methods lead to overthinking, over emphasizing, and make it difficult for companies to react quickly. We listen and observe people to identify real opportunities to discover the root of ideas, or problem-solving. “Design thinking is helping organizations change their cultures to become more customer-centric and collaborative.”
  • – Design thinking explores the theory and practices or disciplines and sciences in a technological and strategic way. In the 60’s many people tried to develop a science from the field of design, hence why this time is called the “design science decade”. In the 70’s a lot of prototyping and testing the theories through observation came about. In the 80’s was the problem-solving era. Thinkers explored the cognitive processes and were able to come up with original ideas thinking out of the box.
  • – It all started from Participatory Design, which gained momentum through research.Grass roots democracy was at one time the heart of Participatory design that has been used for centuries. Then they brought science into the mix and started testing, prototyping, mock-ups, and even role playing.
  • – Human centered design starts with design and finishes with solutions that are constructed to suit the needs of the clients. It consists of three different phases. First is the inspiration phase where you find out what exactly what the people you are designing for wants. Ideation phase is you make sense of what you gathered and learned, identifying opportunities as they come. Last but not least implementation phase is where you can bring your solution to life, and market them.
  • – Human Centered Design emphasis on a person’s needs and behavior. Deep consideration and study of human needs develop into a design process. There are five fundamental psychological concepts, they are affordances, signifiers, constraints, mapping, feedback and conceptual model.
  • – The human centered design comes from the term “user centered design” which comes from the 80’s from Donald Norman and his research. The questions who, what, when, how, and why are applied to the thought process. This process also breaks it down into three categories that will eventually all collaborate and work as one. Some different tools and or methods that people use are a persona, scenario, use cases, and consumer journey mapping.
  • – HCD is a movement that came from the technology industry that was the first approach to machine centric design. To my understanding, the goal is to come up with novel problems and solving them.
  • – HCD is an approach to building new projects. It’s about putting people in the heart of the product and design process. HCD emphasizes the importance of behavioral, emotional and environmental contexts.
  • – Content Mapping is a mixture between your persona and the best way to target your audience to see your opportunities. Having multiple personas is always good to have a well-rounded view of your audience.
  • – Content Mapping is about aligning ng digital marketing more closely with the customer’s wants. And coming up with different strategies that will win them over. “Content Mapping provides a clear, organized structure in which you can plan, create and measure the effectiveness of your content.”
  • – Another way of thinking about content mapping is calling it mind mapping. A diagram that is used to organize information, and to come up with as many ideas as possible.
  • – Some of the things that need to be thought about when creating a content map are, understanding the business goals, an understanding of the site’s users, and understanding of content requirements (knowing the technical, legal, style, of the content you are asked to create). If you are asked to do a redesign of a website, it would be a great idea to conduct a content audit.
  • – A company can approach content by analyzing age and income to create specific profiles for the customer would like. The process includes identifying the customer personas and answering their questions they may have for each of the stages of the process.
  • – An editorial calendar is one if not the most important to do in the marketing field. Three basic components to the calendar understand what an editorial calendar is and what it is not. It is a place where you can map out content productivity for who you are selling too. Organizing the calendar with headlines, the type of content, due dates, notes, metric, and so much more.
  • – Magazines and newspapers used them to plan upcoming events and articles. Now the calendars are used by many people for many things but have always stayed the same to keep people organized. There is no real right or wrong way to make and keep an editorial calendar.
  • – When creating an editorial calendar thinking of who you are creating the content for will keep you on track with the topics at hand. Asking yourself, what skills and resources you have at your disposal will impact what you publish and how well the content is prioritized.
  • – Here they give you two different types of calendars, one for a year and the other for a month. Both showing what details to use and what would be useful for each. They also show a great way to start an editorial calendar for those that have a hard time planning things out.
  • – Brainstorming and using goals and analytics will help the client see what progress you are making. Planning on a goal to complete within a year will help stay on track instead of rushing through what goals you would like to set. Identifying the metrics for each goal will increase the brand awareness on social media accounts. Paying close attention to the fan counts, links to click, are all successful things to take into consideration.
  • – Keeping the ideas small and being specific when you write them down will make it easier and clearly see what you need to accomplish. Being able to measure your goal that was set. Attainable is putting it into perspective to see if this idea is going to be reached. Always being aware of how one can keep in mind the potential impact this could have on the business. Finally, giving your goal a timeline.
  • – Understanding who you are trying o reach is a huge help planning out media goals. This means segmenting the audience to establish the different strategies to take. Defining the targeted audience and identifying the strategies, determining what resources to use, how to measure the social media activity, are all the basics needed to create social media goals.
  • Knowing how social media performs is important to set goals. Understanding the growth and frequency will help with tracking how often people are posting, tweeting, and letting you know at what time would be a good time for you to post things. Engaging, keeping track of how many times people view, reply, mentions, retweet/post content will help with getting your business out there and making the client happy all at once.
  • – This website lists different keys used for social media marketing metrics. They mention Traffics, leads, reach, buzz, and customer happiness or support. Making sure you set a realistic goal that can be reached are important and tracking your progress. They provide a list for each section I listed with how to track the progress that is being made.
  • Understanding where you want to go, and asking yourself what is the purpose of the efforts you as about to embark on will be. Using the SMART strategy I mentioned previously will help you stay focused on the goals you have made. Making sure that once the goals are set to make sure they are being managed.
  • – A social strategy determines how the company will use the media to achieve the goals that were set. Knowing the conversations and keeping abreast to what the discussions are kept you in tune to what is being said around you, therefore it makes it easier for you plan and strategies
  • – This website maps out step – by – step actions to take with media strategy and mapping out. They explain the reasoning why pictures matched with words get more reaction than without. They discuss h ow important timing is, and when to post certain things.
  • – This website gives you 26 key points on strong social media content strategy, for generating traffic, what to concentrate on, and what an when to use the many media channels for the specific clients. They also discuss engaging in real interactions which should happen every day.
  • This website gives you 8 steps of creating a social media strategy. From building your ark as step 1 to explaining successful metrics and analyzing who your audiences are, to channeling a plan. They emphasise on the fact that a lot of marketing companies strategies on how to do social media instead of how to be the social media.