The three eye-openers I learned from the MOOC Digital and Social Marketing

This journey into Digital and Social Media Marketing all started with reading books about Google (What Would Google Do?Planet Google: One Company’s Audacious Plan To Organize Everything We Know) , The long tail

the long tail The Longtail by Chris Anderson, editor-in-chief of Wired Magazine

and the digital revolution which would democratize the world. After an industrial revolution and increasing bandwidth the power is shifting to the people like you and me.

But how do you go around with this new established opportunities? There are so many tools and how and when should you use them? WHERE DO YOU START?

I have tried blogging before but I stopped after a view blogs. So I was looking for a road map and found it at Iversity’s Digital and Social media Marketing.

The purpose of applying for the MOOC could be measured by S.M.A.R.T.:


I wanted to increase my knowledge of Digital and Social Media marking in an a structured way. The course should be a relative short time, as I have experience with a Post graduate program lasting two years. I was not able to complete the course because of lack of time. The six week time frame (achievable + realistic) appealed a lot. One of my goals was writing a blog (specific + measurable). This MOOC delivers the structure and the incentive (stick behind the door). I work at a bank and blocked time (timely) for the course as I will be better employable. I also wanted a Certificate (measurable) and for EUR 49 is was a steal. I added the course on my CV on LinkedIn.

My results:

The first Eye-opener was how the the customer journey has changed. Although I am familiar with customer reviews and word of mouth in the physical world. The fact that you have to reinvent your way of interacting with potential client and the research behind it was amazing (ZMOT).

The subject of ‘Buyer persona’ shed a new light on who are your potential customers and how do you find and define them I used Hubspot’s template. The separate tools we used in the course makes the future implementation of a target audience list a lot easier.  The additional; material gives you deeper insight and increases your knowledge. All the hard work (searching and labeling the right resources has been done for you).  I will use the theory and practical knowledge of the ‘buyer persona’ in a new to establish company of my wife. So in the near future, coming six months I can refer back to this course and start applying the techniques and methodologies.

The peer-review process of each other blog gives a plethora of new insight to the matter and the interaction makes new connections possible. I connected with people on, but also on LinkedIn. As we all share the same passion and have followed the same course. I would use the network for idea bench marking. What would the other person think of the idea.

The second eye-opener was the use of a Gantt chart. The Gannt chart enables you to plan a project with a sequential order if necessary and gives you an overview of what needs to be happen. You define the task in chronically order. It enables you to allocate resources and their interdependence. It is written and documented so every one can see the track that is going to be followed. All nose are pointing therefore in the same direction.

gannt chart simpleIt is therefore easy to see where there are maybe bottlenecks. I will use this chart for our upcoming marketing campaign within the next six months. I will refer back to the resources and combine it with the knowledge of the different social media channels. Where and when to apply it in the different countries. It give you a step by step measurable overview of what is needed.

The third eye-opener was the Risk Assessment table. It puts all the risk you as a company take or run into a graph. The table stipulated the largest risk for a company. What is the definition of risk, what is the impact (guessed) and how high is the probability.

 Risk Assesment The assessment colon tells you which to give priority (red color is most important).  The solution to circumvent damage you put in the last colon. This chart makes you aware of the things that can go wrong and to have a back-up plan or to put focus on some activities that have a great impact on your company. I will use this technique the coming months in our marketing campaign. I will discuss this with our personal coach.  All eye-openers mentioned above will give you more insight and a structured approach to reaching out to your target audience through the separate Social Media platforms. The Digital and Social Media MOOC from Iversity gave me a road-map to start finding the right audience and how to reach and engage them .

So we started of with S.M.A.R.T. and we kept S.M.A.R.T all the way.

So have fun in Social media and in marketing and be S.M.A.R.T.!

Let me know what you think of the blog.

A penny for your thoughts!

The #1 way to setup a campaign for an Online Open Course

The purpose of the blog is to design a campaign to and promote and advertise  Digital and Social Media Marketing MOOC – the sequel.  I will give my opinion and vision. I noticed a lot of the students at the current course have seen an ad on FaceBook or noticed Twitter messages.  I am missing  LinkedIn in this campaign.

The constraints are as follows:

  • In November and December 2015 the campaign should take place
  • Budget: EUR 1000
  • Advertising campaign for the second edition of the Digital and Social Media Marketing MOOC

What would a advertising campaign entail?

advertising campaign.

Starting from the top left. Mobile marketing is increasing every day as the preferred platform for engaging  “buyer persona”. Worldwide the mobile is being looked at  1 billion times per dag! Facebook has 3 Billion video views a day. Video’s are mostly watched on the mobile. So Video should stay as an important part of the campaign. I would recommend developing a special video for the new year, which is being broadcast the last week of December. New Year’s resolution is the title of the video, do you want to get social media literate? Do you know what is happening in the digital world and how to stay connected? The implementation and planning I would recommend putting it in a Gantt chart.  The blog I would chart as a teaser and give people the option to opt-in or even show them the prev-view. Get your audience involved in making the video.

For the students of the current course I would sent them a Christmas Discount voucher, they can sent to friends as a referral.  I assume the course will be starting in January 2016. The continuation of the project can be improved by writing a scenario for future courses step-by-step. So if someone leaves the group or something  external happens, there will be a backup plan. This ask for continues monitoring at every step we maken


We can put all these task in a Gannt chart see below.

GANTT Digital and Social media MOOC II

(Click on the picture to go straight to the original spreadsheet)

Unfortunately I can not get the graph better than this with the time constraint in mind. Click on the following link and I will authorize the share of the table with Google Docs.


For risk assessment I have copied the matrix from JEMMS:

Risk assesment

The focus of the marketing via PPC should be on Facebook and Twitter. Darkpost on Facebook should be included, as this will be very effective for your target audience.

Linked I would use by targeting marketing professors and enticing to spread the word about this course. Especially so in European mainland countries and India, as the market is huge and there is not a lot of competition.

The SEO is in order targeting Social Media marketing.

I am curious to your comments and ideas how to improve the outlined campaign. Please leave a reply

Ikea: from virgin to adult

This is the third blog for Digital and Social Media Marketing. If you have not read the other ones please do click in the left column.

What makes IKEA Great? (to most people or buyer persona)

It is all about knowing your customer or “buyer persona“. Let’s start of with a situation that some young people have there first encounter with IKEA. Thereafter we take a sample of a returning customer so see what makes IKEA tick. The purpose of this blog is: to find out what does Ikea do to reach their customers buyer persona and why is it so important? Not only for IKEA but for every company.

(4:45 minute video)

The customers are youngsters and singles with a need for their house or apartment.  In the beginning of their journey the do no have a clue what is in front of them.  Where am I going to find the pasta stuff and so forth.  Halfway the shop they get tired and eat in in the Ikea restaurant. Finally they discover the road map of the store. They all seem to buy more stuff than they planned for. Finally they get to the warehouse, which creates a lot of confusion and frustration. So what is the end result from these three youngsters?

Even though there was a pain moment in their shopping experience, they probably would come back. The stayed more than four hours in the store. The customers love the deals and the food.

How has IKEA envisioned this?

On the X-axis it shows the experience rating of the customer during the buying process. Ikea analysed through face-to-face meetings at customers at home. What are customers looking for and how do the engage in their journey. So they developed a map of the store, the build a store app and every store has free WiFi access.  So customers can send pictures to home and back and forth. Just to make sure the products fits the room. Ikea went even further to discern, where are customer judging by their head or heart. In this way they can soften or turnaround a negative experience into an positive one.

They created a shopping experience, which results in customers coming back again and again. Great deals. Drop the kids of at daycare. Cheap food.  No sales representative pushing, you choose.

The result can become like this:

The above video shows they succeeded in special customer journey and experience. Starting just wanting to buy sheets, she ends up with much more. The loves the deals, settings and the food. It is like going out.

So how does IKEA or and company should do it digitally?

Create content that is specific for  a particular “buyer persona”. Publish the content on the platform the customer is on. So you need to know the background and the penetration of the different social media platforms per country. In some countries social media platforms are blocked or not present.

Ikea had a specific Twitter campaign for people who suffers from insomnia or sleeplessness. The campaign was called IKEA ‪#‎HelpMeSleepIKEA‬ . It was broadcast between midnight and 6 A.M.

The digital footprint of content marketing with the buyer persona in focus

Content Marketing Cycle

In both strategy and marketing the buyer persona should be central. Finding the right road map is not always easy or even possible, but necessary as most of the website do not have an offline presence. Content mapping or planning is therefore necessary. Only when you measure you know what is effective or not. You can use Google Analytics or Google Adwords. Content recycling is using content all over again. Not every post on Facebook for example will be seen by the people who follow you. Just because there are so many people writing on your timeline. Of course you can develop multiple “buyer persona’s”. It is important to start the “buyer persona” process in this competitive environment. Good Luck.

I leave you with a quiz about IKEA. Are you an IKEA Adult?

Please let me know  what you scored in the comment box.



Digital Channels Cool/Engaging?

In this second post,  I will be discussing how a company started in 1999 online and become a company reaching a turnover of more than € 400 million in sixteen years starting Online and using the proper Digital Channels.

Coolblue logo

In the Netherlands there are a several retail chains putting their consumer electronics online. The story of Coolblue however, is complete the opposite. They started online with just one website From 2003 onward the received multiple rewards for the best online shopping experience in their category.

Step by step they extended their reach  by listening to their customer through the different channels. Coolblue is seen as a front-runner in applying the newest digital social media marketing.

The following digital channels are used

Youtube is being used for product reviews and TV-commercials and even for job openings.  Their corporate culture is available online as well and the “Just Bewilder” you customer get a new meaning.

The video above is part of the brand they are building in this case both off- as online. It show who the employees are and make the brand more close to your self. You can relate to them and they elaborate that with commercials, you can watch on the internet as well. The product review video’s are optimized for google search.

The main slogan is “alles voor een glimlach” or “everything for a smile”.

They use Facebook and Twitter  in their social media campaigns because these two are the top two social media sites which are being used in the Netherlands. Coolblue is very active on those media. Engagement is being arranged by making funny video’s of them self’s and not being to seriously all the time. Now and then the organize a price contest through Facebook.  The have a web-care team which is very responsive to published post by customers or competitors. The actually are that good at it, that they can turn the post from a competitor toward to their website. This in an nice and creative manner. The reply to 60.000 messages a month with twelve people.

Email marketing  is still very important as channel as fast response to (potential) customer questions is crucial. The messages should be crystal clear and manage customer expectations. For example a journalist went all the way though the buying process, looking for a drilling bit. He sent an email with the questing if the bit would fit this specific model. Within 30 minutes he had an specific reply and the put the order in the shopping basket for him. Over delivering the customer.

Digital Channels rooted to Offline, real world
Digital Channels rooted to Offline, real world

All in all the purpose of all these channels is getting social engagement or commitment. The digital channels should be rooted throughout the whole company. This is the case at Coolblue. Narrowcasting screens are hanging all over the building showing customer feedback and questions to all the employees. The even have a an internal hotline to answer questions from a customer as fast as possible. All the digital channel mentioned before create great brand awareness but also engagement  at the ZMOT level.

Affiliate marketing is also part of the strategy. Coolblue’s affiliate marketing  is clearly defined, but I do not have any experience or research on that.

Mobile friendly marketing is hot in the Netherlands. 81% of the Dutch population (18-80) has a smartphone. One in three online shoppers buys through a mobile. Recently, direct bank payment is made possible through mobile shopping (Ideal).  Coolblue is one of the few sites with consumer electronics that is completely adapted to these new search trends.


Can digital channels be Cool and Engaging?

I think a definitely YES.

But do not take my word (blog post) for it. Judge for your self by viewing the video below:

comment: You want your son to start living in his own home


What do YOU think?

Can digital channels be engaging? Please leave a comment on this subject or my blog.




Hores Cocu

Digital and Social Media Marketing basics

At the end of the first week of training the top 5 learning moments for me were:

  • SWOT (Strength, Weakness, Opportunity and Threat)


To start of your strategic planning you have to be aware where you are at the moment. A beginning point so to speak. Cherish your strength and look close at your weaknesses. If you can not change or improve your weaknesses find an organisation or someone who can help you with that. SWOT questionnaire.

  • SMART (Specific, Measurable, Achievable, Realistic and Timely)

Smart simple
A specific goal has a much greater chance of being accomplished than a general goal. You should be asking the following questions: Who, What, Where, When, Which and Why. Your are travelling on a road and you want to get from A to B. Map, plan ahead

How do you know you reached the desired result? Measure it!

Make your goal attainable/ achievable. For example if you start running do not make your first short-term target running the marathon. Instead go for a 3 minute run and build it up. Make it realistic. Use a map from where you can start from.

If you do not put a deadline on the goal, it will never be achieved. In what time should it be realized?

Conclusion: Do it the ..


  • Path of Purchase

What has changed in the buying-cycle of consumers. I find this very fascinating. it used to be like this:


The consumer has a stimulus to look for something to buy. So they go the shop and ponder, what should I buy (First Moment of Truth). Then is the consumer uses the product at Home (Second Moment of Truth).

Nowadays with internet and smartphone in great use the picture is shaken up:

Social Media and reviews having an impact on ZMOT

The difference is that even before the are going to a shop, consumers do research on the topic and see what other people think of the product or service. Social Media plays a very important role at that. So you should be positioned well at this phase.

My lesson learned:

Great reviews are paramount to be highly successful in any business nowadays. Good product or service and outstanding after sales service makes  a difference. Like if you want to book a hotel room, you first check the reviews and then you decide. Word of mouth which was already important in the old-days is becoming more important in the new-world through reviews. So every time someone purchases something ask for  review or recommendations, because it will feed future sales. It can be a positive feedback loop!

  • Revolution in the Digital Maturity Model

There are several ways to position your self as an organization on the internet and to engage with consumers. See the picture on the left:

Maslows Hierarchy of needs
Maturity Pyramid of an organization
Maturity Pyramid of an organization, Hierarchy of needs of an organization






The base level is no presence on the internet (non-digital).

The first level companies have a website and start interaction with customers through Twitter, Facebook etc, but it is one-way.

The second level there is two-way communication between consumer and organisation. “E-engagement

In the third Integral level the social interaction is integrated through all levels of the organization. The organisation is digitized.

The highest level is the future, which consists of co-creation, co-making

My learning:

If you compare Maslows hierarchy of needs and the maturity pyramid of an organisation, there are a couple of similarities.

Before you can go to the next level you have to have fulfilled the first level. At the top creativity at the individual level and co-creation and the organisation level go hand in hand. My conclusion is that organisations and individuals both go through the same phases. You only can go one level higher if you (person or organisation) has lived this level through. As an organisation is a group of people with their own level of needs. So the future can bring empowerment to the individuals through organisations.

  • Online Branding is inevitable if look you at above topics.

People have to trust your brand. You need to be looking for differentiation compared to competitors. Brands are created by people. The following sums it up:

branding online process

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