Category Archives: Presentations

Digital marketing strategy for small businesses

What a great way to start the New Year! Thank you NZFuture Community Trust for inviting me as a guest speaker for the digital marketing strategy workshop for small businesses. A great audience, meaningful conversations, and interesting questions.

It was a pleasure to learn from future-forward and enthusiastic people about their challenges and help them draft some ideas for social media and content marketing.

  • digital marketing strategy workshop

Workshop topics

The workshop covered two of the most important aspects of digital marketing – social media and content marketing. All materials, including industry templates and tools introduced during the workshop, were also provided via Google Classroom. Such an approach greatly benefited learning as I kept my Google Classroom open even after the workshop finished, to give participants time to download the resources they found useful. For two days we talked and experimented with some approaches that proved to be effective:

Digital Marketing Workshop: Day 1

  1. Digital marketing strategy overview: goals/strategy/metrics
  2. Understanding customers: buyer persona creation/online-based research tools
  3. Social media audit: purpose/key steps/tools
  4. Social media marketing overview: key aspects/content creation/ scheduling/tools

Digital Marketing Workshop: Day 2

  1. Content marketing overview
  2. Content marketing best practices: types of content, content scheduling/effective writing attributes
  3. Content marketing analytics: what to measure and how. Tools and resources

What workshops would you be interested in attending in the future? Select your top 3 topics. Thank you!

Being in marketing education, I always look for new partnerships with NZ businesses to keep my teaching grounded in real business experiences, so the workshop was beneficial in many respects, not to mention the fresh perspectives I gained for my digital marketing course that is kicking off in March at the University of Auckland. So, I hope Russians are right in saying that the beginning of the new year sets the tone for the next 12 months. I hope it’s going to be a busy and productive year.

What do we know about brand communities on social media?

In Harvard Business Review, Henry Mintzberg advised, “If you want to understand the difference between a network and a community, ask your Facebook friends to help paint your house”. The idea of community has a long history in sociological and marketing research. Regardless of context, we apply this term where there is a specific type of bond between people, including consumption communities such as beloved Harley-Davidson and Star Trek.

Digital Marketing Convention at NZIE

But what do we know about brand communities on social media? This is a question I decided to discuss with NZIE digital marketing students during our termly convention. I’ve been researching social media since 2010, focusing on the nature of consumer-brand relationships. I was happy to share with students the results of my ongoing project – the model of brand values on social media that illustrates the importance of functional, emotional, self-oriented, social, and relational brand experiences.

Interestingly enough, I did not feel stressed when I presented my research at the First European Conference on Social Media in Brighton, but it seems to be a different story when you share your research with your students. I hope that some students who attended the convention will take full advantage of social media in building communities, others will get inspired to go beyond their study program and one day conduct a research on social media.

NZIE Digital Marketing Students

Images by Naida Rasch