Campaign: Master all your marketing channels

First edition is a success!

The creators of the Digital and Social media marketing MOOC probably have had lot’s of credit for the course still ongoing and encouraged by the positive response they are now planning to do a second edition starting in the beginning of next year. With a very restricted budget of 1000 euro it is important to really pick the smartest way to reach new students.

Targets and audience

One target could be to increase the number of students choosing the certificate track. The certificate can be added to a CV. Another target can be to reach more persons being full time employees. For an employee the course gives a good opportunity to update and refresh the marketing skills with all the recent knowledge in digital and social media marketing. So the target group can be defined as persons already working in communication and marketing departments of all kind of businesses but also other people influencing the marketing process like product managers and sales managers. All those who have been working with traditional print ads, newsletters and are happy that they have an updated mobile friendly website. For the digital and social media part they only see a jungle out there. And when the young lads and girls from ad agency, web agency are talking about PPC, SEO, SEM etc they feel off.

Reaching companies and already employeed persons could lead to more sales of the certificate track. As the course fee is very low it is an easy way to get personnel further educated.

THE campaign

Time is short so this campaign has to be efficiently executed. I would advice to use LinkedIn as primary social media channel chosen. LinkedIn have over 200 million users worldwide. LinkedIn have a high share of academicians and persons with other higher studies behind them. They are used to study but maybe they have never experienced to do studies online?

The campaign is named Master all your marketing channels. The campaign is divided into two parts: Part one is using the current students as marketers and ambassadors for the course. Special ads are made where a short testimonial can be added before the student share it on Linkedin, the ad can of course be shared on other social media like Facebook but are primary designed for Linkedin. Also the hashtag #passion4digital is included. A competition is made where one or more students sharing this ad will be picked every week, price is a voucher for one free certificate track MOOC on Iversity. It can also be possible to let a friend win this voucher.

Part two is using PPC ads on LinkedIn in special groups discussing social media and marketing.

The budget will mainly go to production of ads, vouchers and PPC, 1/3 each. Campaign time is from second week of November until end of December. Each week the campaign will be analyzed and a winner chosen.

Gantt-Chart Master all your marketing channels


As I belong to target group and do my studies on my spare time I have no more time to go deeper into details for this blog post. But if my idea get executed my testimonial in that ad would be like this:

Already after two weeks I managed to understand so much of the code language, I no longer felt excluded.

So what testimonial would you like to write in your ad?





Is digital presence necessary for a monopoly?

In Sweden all alcoholic beverages more than 3,5 % are sold in stores of Systembolaget. Systembolaget is owned by the state and has the monopoly on selling alcohol. There are about 431 stores and about 500 agents in smaller communities. You are allowed to buy in these stores if you are over 20 years old. Everybody in Sweden knows this.

Systembolaget are not allowed to market their products because selling volume or getting good profit is not their target. With their own words:

‘Systembolaget exists for one reason: To minimize alcohol-related problems by selling alcohol in a responsible way, without profit motive.’

Digital marketing to minimize sales?

What a dilemma for a marketer. Is it necessary for Systembolaget to have any digital presence? Isn’t it better just to be as little visible as possible? Well, out there in Sweden there is a need, maybe around 6 million Swedes do at least at some time drink some alcohol. It is illegal to produce alcohol of your own. Therefore, there are customers and a market. Systembolaget want to serve their customers but have to be very restrictive in marketing alcohol:

‘Our staff are experts in food and drink and provide high standards of services for their customers. The work in the stores is brand-neutral. This means promotion of individual products or producers is avoided, which allows the advice to be provided entirely on the customer’s terms. Systembolaget’s product range is actually one of the most comprehensive in the world. It is being developed continuously to match changes in trends and in the consumers’ tastes.’

Can I find Systembolaget on digital channels?

Actually Systembolaget have an excellent webpage, where you can find a lot of good information. Especially if you are planning a dinner and wish to know what beverages you are going to serve along with your dishes. This is a good service because personally I need help to get the best combination of food and drink.

I can also find a lot of information about each product f.x. characteristics, region, price and availability. It is possible to order online but you have to go to your local store and pick it up.
I can also easily find where they have their stores and the opening hours, day by day.
The section of how to make a successful party is quite amusing because here they are focusing on a keeping the alcohol consumption on a responsible level. Tips like don’t let your guests serve themselves and also serve water. There are tips on what to do with the remaining drops in the bottle after the party – if there happens to be any left.

Systembolaget on Twitter has earlier been used for advise but is now only for telling media about novelties.

Systembolaget on Facebook – 65081 followers. This channel is mainly used for telling about responsible use of alcohol, and about Systembolagets mission. For each store there is a check in function for Facebook.

Systembolaget on LinkedIn – 4366 followers, used for career search and to lift business cases like their responsibility report.

It’s all in swedish. 

For all of you who want to have good advice on what wine to serve to the moose steak on Sunday – you first need a course in Swedish. Maybe learning swedish is your next MOOC in iversity?

Digitalis goes passion4digital

Why passion4digital?

I know a lot about flowers like Digitalis but not that much about digital marketing and therefore I want to go passion4digital! Digitalis is the latin name for foxglove plants. They are beautiful medical plants and thay are real. I don’t know if there are any digital flowers and how you name them, maybe I know better after 6 weeks studying?

I am attending a MOOC course, Digital and social media marketing, at Iversity.  I have called my blog Digital flower because I am working in horticulture. I am far better in soil, fertilizers, flowers and their needs than in digital marketing. But maybe the combination can lead to excellent and flourishing results? A passion4digital together with my horticultural skills, hopefully I find many seeds in this course? And if I treat them well they will one day germinate and grow bigger and bigger.

I have now done my first chapter on this course with 8 videos introducing me to this new world of passion4digital. Here are my 5 most useful findings to get passion4digital.

  1. The SMART objectives can be done on a single project big or small, it is a tool which is a bit more down to earth than SWOT analyses. I have been working with SWOT analyses before and a SWOT is a good tool for larger projects and analyses for business areas. Small and fast projects should always be followed by the SMART objectives to keep the focus and timetable and also to make clear in a easy way for all participants or supervisors what is to be done.
  2. The digital maturity model is interesting because it also depends on the relevance in the sector your work in. Digital evolution goes fast in some areas and others not, but even if you are in a slow sector you have to be aware of the evolution. Its all about resource allocation and were you get most money, in some areas you have to focus on digital presence while in other areas it is no use to use all digital channels because your customers are not there yet.
  3. ZMOT is the zero moment of truth which is when a potential consumer starts looking for a solution of a need. I liked the google video which very clear showed how it works and yes, google is often a start for a search but I am also interested in how you can influence people to realize their needs because not all people are aware of their needs and go searching for products or services. In fashion they are good in creating needs but I am more  looking for smart solutions in my area, horticulture and gardening.
  4. SMOT is the second moment of truth when consumer make a purchase. Even if the search and stimulus has been on digital channels many people still want to touch and feel to be able to decide for a purchase. The combination of physical shops/ showrooms and digital presence still is a must in many business areas.  The consumer journey is interesting to follow.
  5. Those were only a few of all the new terms in this course I never heard of before. That is also why I go this course, to learn the code language of digital marketing! I have met some people working with analysing web campaignes and to be able to make right decision for you or yiur company you have to know and can’t rely on advisors. It’s a hard journey especially when you are not young anymore but so essential to be successful also in future.