lightning talk 5-7 Flashcards
what are the Four steps to help you
develop your brand
tone of voice
1 Brand values : What does your brand stand for? E.G., QUALITY pizza, Excellent customer service, etc
- How you speak : What describes the personality of your brand/business?
e.g., charm, authenticity, family - Persona : How would you describe a core member of your audience?
Customer segments! – Describe people based on demographics, use persona to think about what they would possibly need from your website and online communication - Choose your words : Create some guidelines for the words you will and won’t use
e.g., Dine, eat, enjoy, ciao, hello, welcome, noodles, pasta (in case of Italian resto)
! Average human attention span is now 8.25 sec! assume reader will only read first half of your sentence
How to handle customer complaints on social media
- Avoid passive voice in writing
- How can you fix the problem for your clients?
- Being funny has a time and place
- Sign off with a name
what are the 2 main content categories ?
Hot content: related to high value-added news and with short-term potential. E.g., Marketing campaign related to a specific event. (trends, even-driven)
Build recognition, loyalty and enhances image
Cold content: Content not related to an event, not dated, can be posted at any time. E.g., content about your product.
Influences consideration, build loyalty, enhances image and manages reputation
what are the type of content you find on social media
- Video & live streaming - % of all online activity is spent on watching videos
- Interactive content - such as polls, quizzes, etc. to get your audience excited and engaged
- Webinars & online courses - to offer more value to your audience
- Brand ambassadors & micro-influencers - target smaller, but higher quality audiences that are more likely to become clients
What is an editorial line?
how do you create and follow an editorial line
Your editorial line is all the rules that allow you to guarantee harmony between the different content you publish. It defines your objectives, your tone, your distribution channels, and guides the selection of topics to be addressed according to the interests of your typical audience.
- Tone: defines relationship between you and audience
- Topics: relate to your community
- Coherence: content follows same tone and line thru publications even on different platforms.
- Differentiation: Don’t copy competitors, can take inspiration
what is a content calendar
- Determine which publications have resonated
- Decide on the posting frequency/ network
- Create or source content to share
- Feed your social media editorial calendar
Trello: collab tool, create and share calendar, manage tasks, progress management
Editorial calendar: Wordpress plugin, statistical tool and dashboards, manage tasks and publications
Google sheets/calendar: Collab tool, free-of-charge calendar template, spreadsheet integration, sharing and alerting
Define frequency of posts, choose the optimal publishing slot, apply correct script codes (e.g., Twitter 280 characters max)
what to avoid when making content?
overly promotional content, business account being confused with personal account,j getting angry/ insensitive when reacting/ ignoring reactions of others, posts with errors, content that isn’t relevant to your followers
what is the ecommerce cycle
- Visit
- Product view
- Add to chart
- Check out
- Purchase
- Fulfilment
what are the pro’s and con’s of reselling ?
pros
*Ready-made products
* Single-source fulfilment
* Larger margins + Flexibility (discounts, loyalty
programs,…)
* Low-cost experiments
* Flexible overhead
cons
Copycats (counter with expert staff, bigger
selection, extra services,…)
* Capital intensive
* Manage cashflow
what is manufacturing and give pro and cons
WHAT * Develop a product from scratch *
PROs
* You can create anything
* Hard to copy:
* Intellectual property
* Long process
CONs
* Hard to start
* Making the product (execution)
* Branding
* Capital intensive
what are handmade products and give pros and cons
Handcrafting products
pros
- Easy to launch
- Smaller customer base = easier to oversee
- Direct customer connection
- Pay for customizations
cons
- Time intensive
- Hard to scale
what are Digital products and give pros and cons
- Sell digital goods
- Educational, software licenses,
membership sites, digital templates &
tools, creative content,…
PROs - No marginal cost (near-zero cost)
- Intellectual property
- Instant fulfilment
CONs - Perceive value (is it really going to
satisfy my need? –> Lower price) - Be ready to be copied –> Branding to
counter
who are you selling to ,
Select segment in market, keep your niche small, ideal niche doesn’t have a lot of competition, don’t try to serve everyone
how do you choose a product
- Depending on your business model
- Select partners based on your goals
- Quality
- Speed of shipping
- Price
- Variation
- Control
- …
- Calculate product profitability
how do you manage your products
Inventory
* Tracking availability of your products
- Location
- Amount
- Pricing
- Mix
* Manually, CSV/XML, Automated
