International Master in Marketing
COMMUNICATION II
Online communication
April-May 2014
by: David Chelly
@: davidchelly@energie-online.fr
Copyright © Postenergie Espagne SL
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AIMS OF THE COURSE
Knowing how to manage a brand in the web 2.0
 Engage conversation with consumers in social media
 Master the tools of Social Media Marketing
 Prepare for the future of marketing, with much more
technology and automation

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METHODOLOGY
The course is a workshop-oriented class, designed for
active participation.
 It focuses on the best practices and standard tools of
online communication
 The participants will apply the main techniques seen
in class in their own web page

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ASSESSMENT
Participation (40%): In class
activities and contributions to
the class.
 - Quiz during last class (20 %)
 - Final exam (40%)
 Note: to get a passing grade
for this course, participants
need to pass the written part
of the evaluation.

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OUTLINE OF THE COURSE
Session 1 – Societies
and consumers in the
digital age
 Session 2 – New trends
for marketing and
communication
 Session 3 – Web 2.0
marketing best
practices
 Session 4 – Online
communication tools
Contingency theory

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PREPARATORY WORK TO THE
CLASS: SETTING UP A PERSONAL
WEBPAGE
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WHAT IS A WEB PAGE


The file must bear an extension compatible with the
internet (ie. html, php, asp, etc.)
Exercise : conversion of your
CV or any other MS word
document into .html
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Websites are simple text and/or images files
stored on a hard drive which is permanently
connected to the internet
UPLOADING A PAGE TO THE WEB

To be displayed on the internet, a page must be
sent to a web server

… Unless you use a cloud services (Blogger, Tumblr,
Medium, Facebook…) that allow to create and edit
pages online
To upload a page online, one need:
A (free) software that sends the document
 A web address, which is called a domain name
 A physical location where the page will be located, which is
called a web hosting

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
SETTING UP ONE’S DOMAIN NAME

Once one has registered (or purchased) a domain
name, it is necessary to :
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Set the name servers (DNS) of the domain name according
to the info provided by the web hosting provider
 Set the ftp settings according to the info provided by the
web hosting provider

SETTING UP A WEBSITE FOR OUR
COMMUNICATION II COURSE

Name servers
 Dns 1: ns1.dreamhost.com
 Dns2 : ns2.dreamhost.com

ftp : communication-two.com
 User: eadamarketing
 Pass: antonylastname

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Note: You’ll have to upload the work realized during
the class in the http://www.communication-two.com
website
SOCIETIES AND CONSUMERS IN
THE DIGITAL AGE
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THE DIGITIZATION OF THE
ECONOMIES
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THE INFORMATION REVOLUTION

What is an industrial revolution?


Exponential productivity growth,
permitted by an innovation
The 3 industrial revolutions
1st industrial revolution: textiles,
iron and steam engine technologies
 2nd industrial revolution: steel,
railroads, electricity and chemicals
 3nd industrial revolution: data
processing

OTHER ASPECTS OF THE 3RD INDUSTRIAL
REVOLUTION


Manufacturing, as we know it today,
will be forever altered because of 3D
printing technology.
Renewable energy and Internet
communications can create an entirely
new blueprint for the world economy
A GLOBAL WORLD

With the internet, space and time are no longer an
issue for physical devices, people and products
Manage cultural and linguistic differences
 Building international brands online

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ENTERING THE ERA OF THE BIG DATA
Big data: velocity, volume, variety
 1 year in the internet equals 5 years in
other sectors

INTERNET GIVES POWER TO THE CROWD
THE INTERNET OF THINGS

Web²: objects can be connected and
send valuable data
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ALL ANALOG MEDIA
ARE BECOMING DIGITAL
Digital TV
 Outdoor display, shelves,
POS
 Print, radio…

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THE RISE OF CLOUD COMPUTING

Everything
as a service
NEW CONSUMERS
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QUANTIFIED SELF

A new trend for everydaylife: health, sport, leisure…
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CUSTOMER EMPOWERMENT

New consumers don’t trust brands


they search for information and are able to decrypt
promotional messages
Customers purchase goods on their own, print their
own documents, write comments and reviews…
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THE LONG TAIL

In the physical world, there isn't
enough shelf space to carry everything
for everyone


As a result, the industrial business era
has been mostly about a small number of
mass-produced-and-sold products
The digital era turns the tables on
traditional thinking about supply and
demand

We've moved into the long tail of the
curve. That is the world of infinite niches.
TOWARDS THE END OF INDIVIDUAL
OWNERSHIPS?

Access trumps
ownership
CORPORATE SOCIAL RESPONSIBILITY
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A REDUCED EFFECTIVENESS
OF
TRADITIONAL PROMOTIONAL METHODS
The fragmentation and saturation of conventional
media channels
 Brands need to create a relationship with their
customers

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EXERCISE IN TEAM: INBOUND
MARKETING
You are building a website about digital communication
at EADA in order to promote your Master.
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TOPICS TO BE DEVELOPED

Choose 2 strategies and 2 tactics out of the
following list:
2/3 lines presentation about what it is (copy and
paste … accepted!) or/and a picture or a diagram
 2/3 lines about the main techniques or tools to
implement it
 2/3 lines describing a success story

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TOPICS TO BE DEVELOPED
New strategies: Inbound marketing, Social
CRM, Marketing automation, real-time
marketing
 New tactics: curation, SoLoMo, earned
customers, brand advocacy, crowdsourcing,
customer insight management



Example of tools, services and websites:
HootSuite, Eloqua, Klout, Pearltrees,
SocialBakers, Hubspot, Talkwalker, Google
Alerts, Addthis, Disqus, SurveyMonkey
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NEW TRENDS FOR MARKETING
AND COMMUNICATION
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INBOUND MARKETING

From interruption to permission
CONTENT
MARKETING

Earning
customers with
content
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RELATIONSHIP
MARKETING

Create a relationship
between the customer
and the salesperson or
business.
 Opposed to
transactional
marketing, which
focuses on the
actual sales process
for an item
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EXPERIENTIAL MARKETING

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Cross-media promotional activity which encourages two way
interaction and direct physical immersion into a brand
GUERRILLA MARKETING

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Unconventional system of promotions that relies on time,
energy and imagination rather than a big marketing budget

Ie. : stealth or undercover marketing
SPONSORING
Target a specific group of
customers
 Looks good to potential
customers
 An efficient way of
communication for regulated
professions
 Cutbacks in marketing – new
form of marketing with a good
cost per number of people
reached

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WHY SPEND €90M (4 YEARS) TO
SPONSORIZE A FOOTBALL TEAM?
Acquiring fame throughout the world
 Leaving a mark in history

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WHY WOULD ONE PAY UP TO €500K FOR
FACILITIES IN ROLAND GARROS ?
Offering a unique experience for employees, partners
and clients
 Doing business in a relaxed and favorable
environment

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BEYOND SPONSORSHIP: NAMING
Name of a team
 Name of stadiums
 Name of events

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PATRONAGE
Financing of art
expos
 Well adapted for
luxury brands:
more discreet,
more anonymous
 Tax incentives

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CAUSE-RELATED MARKETING (CRM)

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Goodwill to the
community / “Give Back”
MOBILE MARKETING : REACH CUSTOMERS
WHEREVER THEY ARE

Apps vs. mobile website vs. responsive
design

Mobile marketing > webmarketing because
of geolocation and web camera that connect
the real world to the web
M-COMMERCE

Social shopping & connected shops
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MARKETING
AUTOMATION

Software and
tactics that nurture
prospects with
personalized and
useful content that
helps convert
prospects to
customers
Source :
Stargazerdigit
49 al.co.uk