Nomadic Marketing is a 3-Day executive Education Course being held at the UCT Graduate School of Business from 16 to 18 April 2008. Learn how to engage a dynamic, global market online with a strategic look at new trends and technologies such as blogs, social-networks and mobile applications.

Email Junita Abrahams for more info.

Nomadic Marketing Gauteng

Nomadic Marketing Joburg One of the great things about UCT GSB is it’s location: historic buildings, walking distance to the Waterfront, and with epic mountain views. Hence it’s very rare for an open-enrollment course to be hosted away from the home turf. This year, however, we’ve decided to try bring the highly successful Nomadic Marketing programme to Gauteng.

It’s going to be happening a little sooner than I expected though, due to a very tight academic schedule this year: 17th - 19th February. Due to this, we’re expecting a smaller class than normal, which will make the learning context more personal.

Nomadic Marketing is targeted at Media and Marketing execs who need to know how to integrate social media into their current campaigns and strategies. We approach the subject from three perspectives:

1. Tools and Technologies: Learning the basic technical components of new-media marketing and social-media communication

2. Management and Optimization: Ensuring that the tools and technologies are used effectively, managing and optimizing their performance
3. Strategy and Integration: How to integrate the Nomadic Marketing approach into traditional campaigns.

The lecturing faculty have been chosen based not only on their knowledge and experience in Social Media, but their ability to communicate their insights. Among the confirmed faculty are: Khaya Dlanga (transmedia storytelling); Arthur Goldstuck (the stats on social media); Melissa Attree (Social Media PR); Walter Pike (integrating Social Media into a holistic brand strategy); Mike Stopforth (explaining social media); Nic Haralambous (Publishing and Filtering); Jon Cherry (Experiential Social-Media); Vincent Maher (Mobile Social Media); Gregor Rohrig (Avusa iLab case study); Ingrid Rubin (ORM) ; Scott Gray (BMW Case Study) and and Jarred Cinman (Measurement and Tracking).

The course notes are drawn from leading experts from around the world, and include reference articles that are gathered up to the week prior to the programme running to ensure freshness and relevance of the content and informaton. Additionally, delegates all receive a prescribed textbook that covers the basics of e-marketing.

There will also be a number of case-studies from entrepreneurs, big-media players and corporates who have used social media.

Please mention the course to anyone who you think may be interested in it, as we need to have a certain amount of people signed up to go ahead with it. Also, feel free to contact me directly, or click through to the course website for more info. I will, of course, keep you posted with updates.

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eMarketing Guide Published Under the Creative Commons

eMarketing TextbookCongratulations to the Quirk team who have just released the first edition of their eMarketing textbook. Just before it was published I was sent a digital copy to review, and I found it to be thorough, well written and full of good examples and explanations.

Furthermore, the book has been published under the Creative Commons. This means that if you download or buy the book, you can copy, remix and share it with as many other people as you like (as long as you don’t sell your copies).  I believe will go a long way in increasing the knowledge and expertise of eMarketing in South Africa.

All delegates on the upcoming Nomadic Marketing programme in October will get a copy of this book, and I think that it will help re-enforce all the fundamentals of eMarketing which are necessary in order to create truly extrodinary campaigns.

Checkout the book website, where you can download a free .pdf version of the textbook, or order your print version.

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Stairway to Brand Heaven or Hell

Logic + Emotion’s David Armano is brilliant at producing marketing and social-media concept visuals. This one clearly captures some of the most important steps to brand loyalty (Heaven), or disloyalty (Hell):

Stairway to Brand Heaven or Hell

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Nomadic Marketing Video

The Zoopy.com team popped in to Nomadic Marketing last week and made this fantastic video for us:

Zoopy is a leading South African social-media website where you can upload and share videos, photos, podcasts and blog posts.

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Standard Bank Responds to Muti Comments

Standard Bank on Muti

We recently moved our business banking to Standard Bank because we weren’t getting the level service we needed from our previous bank, FNB.

The service I’ve received since from Standard Bank Sea Point has been warm, personal, and efficient.

So when I saw all the commentary on Muti.co.za about the Standard Bank website redesign, I felt (as one of their customers) that I wanted to have my say to help them do a better job of it.

So I left a comment saying that I couldn’t see their header image properly on Firefox for Mac (it has been fixed now, but the Heavy Chefs had the same problem).

Muti Comment about Standard Bank redesign

So, I was really happy to see that not only did Standard Bank fix the problem quickly, but their Head of Online Banking and Communication Channels, Itai Maunga, is engaging with social media channels like Muti, and with bloggers, like me:) She sent me this email:

Hi Dave,

We picked up on your comment after Damien du Toit’s comments on Muti on the home page (www.standardbank.co.za) redesign, expressing his disappointment at the finished product. We value your opinion, aware that you are a thought leader in the online marketing sphere, and would like to establish if you are open to having a conversation with us about the site. We will get in touch with you next week if we do not hear from you before then.

I must admit that when Standard Bank released their new slogan “Inspired. Motivated. Involved.”, I thought that it was marketing fluff that a big old corporate would be unable to live up to. But Itai’s response is like a Cluetrain case study. I must say that this has reflected my whole experience with Standard Bank so far. I’m inspired!

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It’s a Big Ad

Pieter Van Der Lingen showed this video in his presentation:

Hilarious!

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Web 2.0 Prosumer - Experience is the New Reality

Mike mentioned this video in his talk in Nomadic Marketing.

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Web 2.0, Social Media, and Social Computing

Web 2.0

The term “Web 2.0″ is derived from a naming convention in software, where upgrades that are released in the market get numbered (like Verstion 1.0, 2.0, 3.0 etc). This seems to suggest that the software of the internet has been upgraded, which isn’t entirely correct. However, the term is still useful if you look at it as a massive shift in the way the web is being used. Essentially, “Web 2.0″, refers to the functionality built into websites that allows people to more easily put their own information on them, to share it with others, and collaborate with them. These websites, then, shift from being simply “websites”, to being tools or “applications”.

The next “version” of the web (likely to be dubbed “Web 3.0) will allow these websites to integrate with each other even more effectively and naturally - so, for example, you will be able to incorporate many of the sites you regularly visit into one website, which also synchronizes your information, friends and updates so you don’t have to repeat yourself all over the place!

Social Media

Social Media, simply put, is a form of media created by people who post information (be that pictures, articles, videos, comments or votes) using Web 2.0 applications (such as blogs etc.). It is primarily driven by Amateurs, although big media companies have started integrating social media into their traditional offering too. This is part of what makes social-media special: it can incorporate other forms of media, increase it’s reach into niche communities of interest that are inter-connected on social-media platforms, and enhance it’s impact and effect by allowing interaction. So in social-media, the audience can become collaborators.

For this reason, the flow and process of creating Social-Media is often likened to a Conversation, which happens even if no-one actually speaks directly to any person in particular! Social Media depends on interactions between people as the discussion and integration of words, images, and sounds around a multitude of subjects and feelings builds shared-meaning around topics and experiences. For example, if a number of people who attend the same event post their own pictures, blog posts, and videos of it online, then by looking at the array of media around this event anyone will have a better understanding of it than if they just read one newspaper report on it.

Social Computing

Social computing a broader term, which incorporates Social Media. It refers specifically to the “sense-making” effect of all the interactions that are carried out by groups of people online. This is an idea that has been popularized in James Surowiecki’s book, The Wisdom of Crowds. Examples of social computing in this sense include collaborative filtering(such as on Muti.co.za), online auctions, prediction markets, reputation systems, computational social choice, tagging, and verification games (A great example is Google’s Image Labeler game).

A paper on Social Computing by market research company Forrester Research states:

Easy connections brought about by cheap devices, modular content, and shared computing resources are having a profound impact on our global economy and social structure. Individuals increasingly take cues from one another rather than from institutional sources like corporations, media outlets, religions, and political bodies. To thrive in an era of Social Computing, companies must abandon top-down management and communication tactics, weave communities into their products and services, use employees and partners as marketers, and become part of a living fabric of brand loyalists.

Although these applications are easy to engage with and use, they can be potentially destructive, and costly to organizations and individuals who don’t have a strategy and an understanding about what they hope to achieve by engaging with other people on the web in this way.

The term “Social Computing” is often used interchangeably with the term “Web 2.0“, although as the Forrester report points out:

Web 2.0 is about specific technologies (blogs, podcasts, wikis, etc) that are relatively easy to adopt and master. Social Computing is about the new relationships and power structures that will result. Think of it another way: Web 2.0 is the building of the Interstate Highway System in the 1950s; Social Computing is everything that resulted next (for better or worse): suburban sprawl, energy dependency, efficient commerce, Americans’ lust for cheap and easy travel.

The following short video, produced by Prof. Michael Wesch as part of the Digital Ethnography working group at Kansas University, demonstrates these concepts well:

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Online Community Best Practices

Here’s a very useful slideshow by Jeremiah Owyang, one of the leading analysts in Social Media and Web Marketing:

Charl Norman will be presenting a Pecha Kucha on this subject at Nomadic Marketing based on his experience with ZoopedUp, BlueWorld, GayPeers and other successful communities he has built up.

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What is Nomadic Marketing

Nomadic MarketingAs you may know, I direct a programme at UCT Graduate School of Business called Nomadic Marketing, which has come to be known as South Africa’s leading Social-Media primer for marketing executives.

The concept of Nomadic Markets was born out of a growing awareness that the statically defined “markets” we traditionally targetted were rapidly becoming more diverse and fragmented. Also, the idea that a person is a passive receptacle of marketing information is past it’s sell-by date. The markets of today are on the move.

So Nomadic Marketing, addresses these three core issues and presents a more dynamic approach to marketing, which necessitates engagement, conversation, and a more dynamic, responsive approach to marketing planning.

Specifically, we look at a world where the dynamism of markets of the future is most pronounced - the web. We bring in thought-leaders and innovators in the space. Not just people who can talk the talk, but people who have proven success in taking their concepts to market.

The technical component of the programme equips delegates with the resources, tools and know-how to execute comprehensive online campaigns incorporating email, blogs, wikis, social-networks, podcasts, widgets, tagging, Search Engines, Social Media Optimization, and Mobile applications. Tactically, we give people case-studies and information around the reach and effectiveness of these tools in the South African and international context; issues around Law and Licensing, and issues around corporate security. Strategically, we engage top thinkers in the space around innovative communication strategies for the future; provide case-studies for inspiration; and facilitate processes that allow delegates to tap into their own creativity to pull together brilliant campaigns in this space.

Lecturers on the programme give superb notes, and approach the content in an engaging way - as per UCT GSB’s “Alchemical Learning” model, which emphasises conversation over didactic teaching. They are also advised to look at the subject from a critical, rather than descriptive angle, which gives more depth to the content than would typically be found in a conference on the subject.

Past delegates have mentioned that the content on the programme was matched by the value of the networking and new contacts made through the it - not only with the faculty, but with the other delegates. Due to this, we are pioneering a new approach to executive education where not only do the delegates co-create the material in class, but we nurture an ongoing community of past-delegates who will meet once every two months on an ongoing basis to share reflections on their learnings and progress. There are also a host of web-based services that we make available only to lecturers, delegates and alumni.

If you’d like to know more, you can check out the course blog HERE, or get in contact with Junita ( Abrahams@gsb.uct.ac.za or 021 406 1323 ).

If you are a blogger, reporter, podcaster, or otherwise involved in the media, let me know if you would like more info or would like an interview with myself or any of the faculty - info@daveduarte.co.za

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