Digital and Social Media Marketing Book Launch - #passion4digital

#passion4digital mastersindigitalmarketing.org/book/
#passion4digital book launch and Pizza
8th December 2016

Professor David Spicer
Dean, Salford Business School

Why should organisations invest in digital marketing?
Your tweet should be tagged with #passion4digital. You are allowed multiple
entries. The winner will be announced on Thursday 8th December between 1:30
and 2:00 pm by Ashley B Jones. Ashley will pick the winner which will be decided
by the number of engagements it receives and the creativity of the tweet. You have
to be there to collect your prize on the day ;-)
The competition is open now until 1:30pm on Thursday 8th December!
#passion4digital Twitter competition

12:30 to 13:00 - Meet the Authors
Gordon Fletcher @gordonfletcher - Salford Business School - Buyer Persona Spring
Aleksej Heinze - @AleksejHeinze - Salford Business School - How SEO contributes to digital marketing mix
Martin Williams - @ukcopywriting - ukcopywriting.com - Doctor Strangewords
And How I Learned to Love the Blank Page
Alex Fenton - @AlexFenton - Salford Business School - Being social on social media
Tahir Rashid - @drtahirrashid - Salford Business School - Know your mobile marketing
Colin Telford - @telfordian - The Candidate Ltd - Why a career in digital is so hot right NOW!
Sophie Iredale - @SophieIredale - Salford Business School - Quality and exciting digital content

Dr Gordon Fletcher - @GordonFletcher
The Buyer Persona Spring

And much more

Importance of Search
Engine Optimisaton (SEO)
Aleksej Heinze - @AleksejHeinze

Keyword research

Content

On-page factors

Off page factors

Technical

4 Pillars of
SEO

Doctor Strangewords
And How I Learned to Love the Blank
Page
Martin Williams - @ukcopywriting - ukcopywriting.com

1. Good Writing is Good Reading
You are what you read. Read Eugene Schwartz, Copyblogger
and buy Andy Maslen’s Write to Sell. Subscribe to Seth Godin’s
blog. Check out Steven Pinker’s The Sense of Style. And while
you’re at it read Gabriel García Márquez. And Will Self. And
The Daily Mash. And Charles Dickens. Orwell. Bukowski. Laurie
Lee. Learn another language.

2. ‘The Written Word is the Strongest
Most Source of Power in the Entire
Universe’
Words are everywhere, all the time, it’s easy to
underestimate them. Words matter. They really
matter. They’re the difference.

3. Reality
Observation 3. Reality is what you want it to be - tease it,
explore it. Do it with the best of intentions. As Alberto Knox
writes, ‘Having a conscience is not the same as using it’. Lay
off the fibs… which leads us on to...

4. Propaganda
Think like a propagandist - read Gary Halbert’s
Boron Letters (if only to question how far you’d
like to push the limits).

5. Freedom
Your words are key. A key. The key. The key
that unlocks the door to freedom. Freedom is
key. A key. The key. The key that unlocks the
door to your words.

6. A Market of One
Why are some many businesses so addicted to
competition when by being you, you can
dominate a market of ONE?

7. Charm Don’t Troll
Just because you’ve a machine gun in the
garage doesn’t mean you have to use it.

8. Don’t Believe Everything You Read
Don’t believe everything you read. Save that for
everything you write.

9. Everything’s Connected
It’s great big world. Everything’s connected.
Possibly. And even if it isn’t, as a writer, it will
serve you well to acknowledge that possibility.

10. There’s Strength in Generosity
Abstract your world of abstract information. All that
connection. And present it as ideas that help us say
what we want to say as interestingly as we can. More
importantly, ideas that benefit those reading what we
write. Always do and always share your best.

Talking of James Altucher: 22 RULES
Tip #1: NOBODY IS AN ADVANCED WRITER.
Tip #2: READ OUT LOUD.
Tip #3: TAKE A STORY YOU LOVE AND
WRITE IT OUT.

Tip #4: STEAL.
Tip #5: I TOOK THIS TIP OUT
WHEN I REWROTE THIS.
Tip #6: READ.

Tip #7: THE 2 DAY RULE.
Tip #8: WAITER’S PAD.
Tip #9: SOMEONE DIES IN THE FIRST LINE.

Tip #10: THE F RULE.
Tip #11: HUMOR.
Tip #12: THE 30% RULE.

Tip #13: URGENT.
Tip #14: USEFUL.
Tip #15: THE BILLIONAIRE RULE.

Tip #16: THE LEARNING RULE.
Tip #17: GET PAID, GET LAID,
LOSE WEIGHT.
Tip #18: BLOOD TRANSFUSION.

Tip #19. COFFEE.
Tip #20: ABS.
Tip #21: BE VERY AFRAID.

Tip #22. BE A CRIMINAL.
Break all of the rules. Not the above rules. EVERY rule.

Before I go though...
Rhetoric /ˈrɛtərɪk/ “the art of discourse, an art
that aims to improve the capability of writers or
speakers to inform, persuade, or motivate
particular audiences in specific situations.”
Thanks again Wikithing.

Being sociable on social media
A case study of Salford FC
Alex Fenton
www.alexfenton.co.uk
a.fenton@salford.ac.uk
@alexfenton

#passion4digital mastersindigitalmarketing.org/book/ 70
“Creating the world’s first
digital, ‘always on’ football
club, giving fans unrivalled
access to behind-the-scenes
activities and up-to-the-
minute information about
Salford City’s ongoing
development.”
(Mirror, 2014)
Case study – Salford City FC

#passion4digital mastersindigitalmarketing.org/book/ 71Salford FC have 102,000+ Twitter followers globally

#passion4digital mastersindigitalmarketing.org/book/ 72Creating Digital Media, TV and Social Media

“You can have as many followers as you like on social media, but if you are not
talking to them or vice versa, then the value of these numbers can be
questioned. We want to understand more about our audience, why are they
following us, where do they live, what do they want to see from us on social
media, how do we make sure that they keep following, keep coming back, keep
communicating. Once we understand the people following us, that's where
value can be realised for all.”
Salford FC

Anthropologist
Sociologist
Ethnography
Netnographer

Ethnography / Netnography
75
Kozinets (2015), Atkinson (2015), Van Maanen (2011)

Data Analysis Tools
76
• Node XL – Social Network Analysis
• Nvivo – Coding and organisation (Primary)
• Mendeley – Literature review & analysis (Secondary
data)

Blended Methods
77

Qualitative Data Collection
78
• Interviews with fans, people with a connection to Salford City FC,
football & digital
• Participant observation – Twitter, Facebook and other websites
• Social Network Analysis - using social media data to identify key
people,connections & boundary

Interviews
79
Participant ID Role
P1 Football Social Media Officer, non league
P2 Football Webmaster, non league
P3 Football club Project Manager, non league
P4 Director of Communication, Championship football club
P5 FA communications official
P6 Football fan
P7 Football Fan & social media volunteer, non league
P8 SCFC follower
P9 SCFC Follower from India
P10 Head of Communications football club, non league
P11 Football journalist and academic
P12 Football Fan / forum user
P13 Football Fan and photographer
P14 Football social media officer
P15 Social Media expert and football fan
P16 MD and Social Media expert
P17 CEO of Digital Sports Communications company
P18 Football social media officer
P19 SCFC Fan from Venice, Italy
P20 SCFC Follower from Florida, USA
P21 SCFC Follower from Russia
P22 SCFC Owner

Social Capital
80
“Despite a number of differing definitions, social capital is typically
seen as a positive effect stemming from the interaction between
individuals in a social network.” (Helliwell & Putnam, 2004).

Social Capital Types
81
• Bonding - “links among people who are similar in ethnicity, age,
social class, etc.” (Helliwell and Putnam, 2004, p.1437)
• Bridging - “links that cut across various lines of social cleavage”
(Helliwell and Putnam, 2004, p.1437) distant ties such as loose
friendships and workmates (Woolcock, 2001)
• Linking - “Reaching out to unlike people in dissimilar situations”
to “leverage a far wider range of resources than are available
within the community” (Woolcock, 2001)

Social Network Analysis – Node XL
82

Social Network Analysis - Mentionmapp
83http://mentionmapp.com

Types of buyer persona
84
Core Current
Followers

The 1% rule of Internet culture
85
Proportion of lurkers, contributors and creators under the 90–9–1 principle
By Life of Riley [CC BY-SA 3.0 Creative Commons]

Social capital type Internet user types Persona Type
Bonding Creators Core
Bridging Contributors Current
Linking Lurkers Follower

100,000 words to under 140
characters…
87

Some other outcomes…

Mobile Marketing
Dr Tahir Rashid
@DrTahirRashid

European digital advertising market was worth €36.2bn (£28.5bn)
Digital Advertising, a key driver for the European digital economy
IAB Europe Report 2015

The impact of mobile technology on consumers

Responsive Web Design
Mobile Friendly Websites

Blocked JavaScript, Unplayable content (such as Flash)
Faulty redirects, Slow mobile pages
Missing pages, dead links
Mobile SEO:
Common Problems
Key Words

Phone types, phone model, time of use,
duration, items purchased, spend,
social platform etc.

M-Commerce: ROPO and showrooming
Research
online
Purchase
offline
Research
offline
Purchase
online
ROPO
Showrooming

Networked sensors and beacons

for your attention !

Why a career in
digital is
so hot right now
Colin Telford @TheCandidateUK

What is digital to you?

Hot Reason Number 1 – It’s a hobby!

Academic & Hands On Mix

Be creative

Be analytical

Be yourself

Be commercial!

Be savvy!

Be sociable

Understand company strategy

Sector continues to grow!

High demand – skills shortage

Working environment

Hot Reason Number 2 – It’s Global!

Hot Reason Number 3 – It’s Still Innovating

Career Progression

Salaries

Hot Reason Number 4
– It’s actually COOL!

Quality Content Marketing
Sophie Iredale - @SophieIredale

A – For
Automation

Lessons from Tinder
for social media
marketers
Olga Andrienko -
@olgandrienko - Head of
Social Media at SEMrush -

Digital and Social Media Marketing Book Launch - #passion4digital

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