Day 3 of the Click Asia Summit was all about the master classes on social and search.One could attend 2 workshops that day . One was before lunch and the other one was after lunch. My work essentially revolves around SEO campaigns and I usually opt for SEO focused sessions but this time I decided to attend Mr. Mahesh Murthy’s workshop on “Creating great multi-media campaigns in an integrated world” just to acquaint myself about how other marketing companies approach a given multi media campaign.
Participants were broken up into teams, and a digital marketing project was given to each team, at the end of the session each team had to present the digital marketing campaign worked out by each . These were graded and analyzed at the end.
Before the teams started working on the project, Mr. Murthy gave an overview and an idea about what an ideal digital marketing campaign should be approached.
He pointed out that for every digital marketing campaign one should list out the following:
· Priorities to achieve via the campaign
· Process to achieve the same
· Template to judge the campaign
He also pointed out with an example of 4 videos the importance of having a strategy and making it go viral and also highlighted the reason for a video or any content to get shared.
· The first and foremost the audience has a lot of choice today so content should be remark worthy
· People share content because they want to be popular among their friends
· If the info comes via a friend it has a high trust factor
Strategy + Virality = Success
What media you choose depends on what message you want to convey. People are not averse to marketing but they are averse to marketing that bores them.
“Digital is not niche anymore. It is mainstream” – Mahesh Murthy
The four videos taken as case study were as follows:
http://www.youtube.com/watch?v=bUD3E5-rfrc&feature=related > All strategy but no virality
http://www.youtube.com/watch?v=8jgGK4NJ8Hk&feature=related > No strategy but all virality
http://www.youtube.com/watch?v=YR12Z8f1Dh8&feature=fvsr > bad strategy but all virality
http://www.youtube.com/watch?v=owGykVbfgUE&feature=relmfu > all stategy and all virality
Mr. Murthy gave the project of designing a digital campaign for a water purifier . All the teams came up with different ideas and I am sure everyone left the place with their dimag ki batti being jaloed (minds Ignited) and I am sure Mr. Murthy too got some ideas for the next water purifier digital campaign his team may have to work on.
After this we dispersed for lunch and I got back to a session on Analytics, Glorious Analytics! By Gillian Muessig from SEOmoz
The session was divided into the following 4 categories :
Session I – Follow the Money… Backwards!
Choosing KPIs for your business
Session II – Tracking Social Media Metrics
Tracking things that matter in social media campaigns and understanding ROI
Session III – Tracking Conversion Rate Optimization Metrics
Layout, A/B and multivariate testing, and measuring results
Session IV – A Few Reliable Tools
An overview of: Google Analytics, Facebook Analytics and SEOmoz/OpenSiteExplorer.org
After the first 2 sessions , it became more of an open Q & A session where people started asking questions and Gillian answered patiently .
The questions were so varied and were SEO specific hence everyone got to learn something from what problems and issues they were facing on their sites.
The day ended with Gillian (or SEOmom as she is known as ) giving vouchers for a Spa to participants who had asked good questions and I personally got an SEOmoz souvenir which was a token of appreciation for all the help that I had offered. I am still wondering in what way I had helped out?? Infact it was the other way round for me and the pleasure was all mine.