Three stones of knowledge: LIVErtising exam information (September 21 update)

May 23, 2015

You are wondering what to expect for the #LIVErtising exam, right? Here is the information to put you at ease with this.

The exam contents correspond to the information shared during the lectures, on the basis of the slides: I mean, the oral contents shared during the lectures, not just the slides.will be based on three concepts from the course. You’ll draw at random three cards from a triple list inluding: (1) core concepts (2) supporting concepts (3) illustrating concepts. To explain this, here is are some examples of concepts we have covered this year:

  • three-stones-and-sandCore concepts:

advertising model evolving, amplification, API, Bottom-up vs Top-down, build – interact – amplify, changing consumer, conversion, death of traditional media, digital as a life changer, digital communication, Plan-Execute-Measure, Social Media Marketing, presence vs stragegy, Tinder, trust, user value

  • Supporting concepts

#McDStories, ad blocking software, ad spend vs time spent, analytics, Belgians’ digital media consumption, big data, bounce rate, brand bashing, Bring the Love Back, Chris Anderson, Clay Shirky, connected cars, connected products, consumer reviews, CPM, Crash the Superbowl, creative vs data-driven digital, CTR, Dashboard, destination website, digital Customer Decision Journey, Doritos,  Edelman Trust Barometer, hashtag hijacking, Here Comes Everybody, Hootsuite, hub website, Hubspot Marketing Grader

  • Illustrative concepts

adressable ads, ATD AVG Privacy Fix, Bartinder, Digimedia, Feedly, Fred Cavazza, Google Trends, Hubspot, Meerkat, microblogging, Periscope, Primus, Secret, showrooming, Slideshare, The Shave Test, Whisper, YikYak

I’ll update and complete this list after the last lecture.

 

digital_cartoonYour aim will be to show you have clearly understood these concepts and how they relate to the evolution of marketing communication as we have analysed it in the course. In a nutshell, this evolution has taken us from (1) interruptive/ top-down/ one-way/ outbound advertising to (2) permission/ bottom-up/ two-way/ inbound advertising to (3) networked/ collaborative/ social/ participatory/ connected communication – three stages I have distinguished several times and detailed in other posts on this blog.

Each concept should be a door that opens up the context it belongs to.

You’ll use four sources of information to provide your answers:

  1. the contents shared during each lecture and formalised in the corresponding keynotes; your notes must complete these slides
  2. the background information provided in the reading file
  3. the contents communicated on the blog since February, and possibly in the previous years – use the SEARCH window
  4. your own research based on the course – this is especially so for the numerous sites I have invited you to visit

Additionally, your own book for the abstract, the information exchanged during the bookdating sessions can prove interesting knowledge too. For those with a taste for more, there is the information shared on Twitter with the #LIVErtising hashtag.

In a nutshell, your task will be to:

  1. define those concepts
  2. put them in their adequate context and develop that context 
  3. show how the connect with associated concepts
  4. detail how they help us understand the evolution that the course focuses on
  5. make sure no language problem blurs your message – here the language support should help, or your own language work if you feel your knowledge is shaky.

This exam format is far more open than getting three question. So, it’s easier and also more difficult. It gives you more possibilities: no danger of feeling stuck in a question you do not understand or remember – no set or expected answer, as long as it is relevant, information-rich, coherent and shows that you have understood the context. But is also gives you more responsibility: the need to build your own answer with all the bits and pieces of the course in order to provide a relevant answer that makes sense.

You can still get hold of the student’s notes on our Onedrive below:

 

I have singled out slides of particular importance to understand the structure of the contents and the spirit of the course. Here they are:

I understand you may want to ask me questions about some of the above concepts. I invite you to submit all your questions as a comment at the bottom of this post. This will enable me to answer publicly and help you all. In earlier posts about the exam you’ll find my answers to such questions.

LIVExam timetable

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33 Comments. Leave new

Amandine De Veyt
May 22, 2015 14:06

Sorry for the mail, here it is 🙂

Good day Mister Ranschaert,

I am sorry to bother you with that but I have a real difficulty to understand the different strategies of the black hat on Google, we went very quick in class about this, my notes aren’t clear and those of Béné Bro neither… I am trying to find some more information about it on the internet, but it doesn’t make it any clearer.

Could you maybe explain what is cloaking, scraping, spinning content, link farming?

Thank you very much,

have a nice day!

Reply

Béné Bro seems to be the rising star in digital communication 😉 This is just a matter of definitions Amandine. Do you know the”define” function in Google? Try typing “define: content scraping” in the search window. There you go. The glossary I mentioned in an earlier answer can also help, e.g. http://www.digitalmarketing-glossary.com/What-is-Keyword-stuffing-definition . Does this help, Amandine?

Reply
Amandine De Veyt
May 22, 2015 17:07

Yes thank you Sir, it’s just that even with de web definition, it’s kind of hard to understand! But I think this will help,

thank you and have a nice day!

Reply

If you’re really stuck, let me know for which technique!

Camille Goretti
May 22, 2015 07:45

Just to let you know, I have found what I was looking for! 🙂

Reply

I’ll have a Primus on you then, Camille!

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Camille Goretti
May 21, 2015 14:51

Dear Mr Ranschaert,

I have a question about this illustrative concept : Primus.
I really don’t know what it could be. I find nothing in my notes about it, could you give me a hint?

Thanks!

Best regards,

Camille

Reply
Anonymous
May 30, 2015 22:23

Bartinder i think 🙂

Reply
Philippine Bourdon
May 20, 2015 15:09

Dear M Ranschaert,

I can’t find the “Lead generation” concept in my notes, and I don’t remember having heard it during the lessons…
I tried searching it on Google, but it didn’t really help me and I still don’t understand what it refers to…

Could you please help me?

Thanks !

Philippine

Reply

Hello Philippine. Everything all right with you I hope, except for your lead gen, or lead generation, problem? I mentioned a couple of online glossaries that can always be your first aid kit, e.g. http://www.digitalmarketing-glossary.com/What-is-Lead-generation-definition (this is one I did not mention, actually). Put this lead gen concept in the framework of the CDJ, taking someone from the status of visitor of your website to actual buyer, going through stages such as R-A-C-E (reach-act-convert-engage). In this framework, the “number of visitors” metrics has not real value: what matters is not the number of visitors, but the conversion rate. Remember? Conversion is basically responding to a CTA. If the call is non transactional (i.e. if it not intended to make the visitor buy, but only subscribe to a newsletter, give some identity elements, sharing, …) the visitor becomes a lead (this corresponds to the “act” stage. If they click on a purchasing CTA, we have real conversion, a transactional conversion.
In a nutshell!
You’ll see that the notion of CTR is also connected, right?
Does this help?

Reply
Philippine Bourdon
May 22, 2015 17:44

Yes, thank you very much, lead generation has no more secrets for me !

Reply

Dear M Ranschaert,

I have another question about the core concepts. In fact, I don’t understand “Web = C-L-R”… I mean, I can’t find what I can relate to that.

Could you help me please? Or at least expend the acronym?

Thanks in advance,
Anouchka

Reply

Content – Links – Reputation : your website cannot be a distination, a end-point, it needs to be a hub at the center of the brand’s own online presence. This will provide valuable content to its audience, a real user value. If and when you provide this, you’ll start getting inbound links from your audience, who will start sharing this content. This in turn will help you build your reputation, your social capital.

You’ll realize that this runs completely parallel with the philosophy underlying SEO and what Google wants from you to optimize your site and reference it among the top results (“above the fold”). The acronym E-A-T comes to mind here: build expertise, authority and trust. It also conforms to some of the principles of social media: listen and share.

OK Anouchka?

Reply

Thanks ! 😀

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Julie Marinower
May 18, 2015 11:13

Hello Sir,

I had a question regarding one of the concepts. I’m struggling to understand clearly what you mean with local SEO. I mean, I get the global idea of “Local SEO” (but it’s still vague for me) but I just don’t understand the importance of it?

Have a nice day,

Julie Marinower

Reply

Hello Julie,
so: local SEO. Among the many reasons why your SEO efforts should include a local component, there are three that present a link with other elements of the course.

First, the rapid growth of mobile usage and the penetration of smartphones make it necessary for companies with a web presence (that should mean every company!) to be searchable and findable at a local level. Who still opens the Yellow Pages to find a store, a phone number, opening hours, … ? Remember: SO-LO-MO? Second: RO-PO: research online, purchase off-line: there is a trend towards a new importance of physical stores in the customer decision journey, especially the purchase phase, while the process is initiated online. With a positive impact of local optimisation on in-store purchases. Here again, local SEO is crucial. Third, Google itself is putting a bonus on mobile-friendliness in recent updates of its algorithm, Pigeon and “mobilegeddon” in particular. In this respect, local SEO can leverage your overall SEO.

At least three reasons to understand why taking care of the ‘local’ aspect of your SEO is mandatory. More generally speaking, local optimisation help search engines bring a more relevant search experience to customers, answering a wide range of questions they may have in their CDJ. This, as such, fits in Google’s struggle for and focus on UX.

As all these elements lead you back to other aspects of the course, this should help you out. Let me know!

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Julie Marinower
May 20, 2015 10:25

And then there was light! 🙂
Thank you Sir!

Reply

Dear Mr Ranschaert,

I have a minor question considering the following concept : Marketing Communication 3 steps .
Is it about Traditional Adv., Permission Adv. and Networked Adv. or ‘Building a presence, interact, amplify’?

Best regards,
Audrey Dahmen

Reply

Both lines of thought provide a relevant framework – they actually refer to the same evolution and reflect the same realities. Also, if you consider the R-A-C-E model to define broad categories of communication objectives, you’ll realize there is a parallel there too: top-down/build/reach vs bottom-up/interact/act+convert vs networked/engage/engage. Are you with me Audrey?

Reply

Yes I think so !
So the three steps encompass the conclusion we saw at the last course, right?

Thank you very much for you answer !

Reply

Dear M. Ranscaert,

My precedent question about tactics and strategy occured in my notes related to PPT 6-social media. Howerever, as I continued my studies, I have realized that I have more notes about this subject, relating to the PPT 8-SEO+SEA=SEM. Therfore, I could find my answered there.

I am sorry to have bothered you for this.

Best regards,

Michael

Reply

Hello! Could you please tell me which Katina should be there? I only see Katina without our names, thank you

Reply

As I haven’t been clear enough, let’s agree you can choose 😉 OK?

Reply
Anonymous
May 20, 2015 09:21

Ok! Thanks!

Reply
Michael DUmont
May 15, 2015 17:01

Dear M. Ranschaert,

I contact you because I cannot understand anymore the difference between strategy and tactic. In class, when you have explained it, I clearly understood it but now, in my notes, I do not understand anything anymore.

To make my question short, I am actually struggling between two conceptions. In both conceptions, the strategy answers the questions “why?”, “in what context?” and “what?” while the tactic answers the question “how”. But the meaning of “what?” differs between the conceptions. In my first conception, “what?” answers the question “what are my goals?”. In that case, strategy’s only purpose is to set the objectives. In the second conception, “what?” answers the question “what to do?”, referring to the plan of actions.

So, my question is: wich one is true?

Best regards,

Michael Dumont

Reply

Dear M Ranschaert,

In the core concepts you talk about “online”, but I don’t understand what it could be… I mean it could be everything…
Could you help me ?

Thanks!

Anouchka

Reply

I’ll quote the latest blog post: “So, it’s easier and also more difficult. It gives you more possibilities: no danger of feeling stuck in a question you do not understand or remember – no set or expected answer, as long as it is relevant, information-rich, coherent and shows that you have understood the context. But is also gives you more responsibility: the need to build your own answer with all the bits and pieces of the course in order to provide a relevant answer that makes sense.”

I agree with you, a concept like “digital”, “conversation” OR “participation” are very broad. I have no set answer in mind, but want you to put all you can in your answer to bring a rich content and show how much you have understood from these realities and their evolution. Use other concepts to structure your answer, and if possible, include your other two question-concepts as well.

OK?

Reply

Dear M. Ranscaert,

I went through the reading material located in your OneDrive: Public > LIVErtising Student Notes > Reading File, but as I plan to prepare the texts for the examination, I wonder how you plan to interrogate us about those. Could you enlighten me (along with the other students) as to the type of questions we are to expect ?

Thanks in advance,
Best regards,

HENDRICKX Anouchka

Reply

Consider the reading file as an integral part of the course. Some concepts will come from there, e.g. “Cluetrain manifesto”, which means you may have to tease me for more explanations if you’re lost – not forgetting that Google is your friend! In most cases these documents provide more background information that help you consolidate your understanding and knowledge of concepts covered in the course. The more you integrate this in your answer, the better.

Do not lose sight of the fact that I grant a lot of importance to the relationship between concepts. Each one is connected to many others – e.g. “Cluetrain” is connected to “conversation”, “top-down vs bottom-up vs networked communication”, “changing consumer”, “be social”, “2.0”, “participation”, “prosumer”, “90-9-1”, “lurker”, “listening”, … – I’m only mentioning some examples in decreasing importance.

Does this answer your question?

Reply
Broquet Bénédicte
May 20, 2015 20:28

Hello Sir,

Thank you for all the answers that you gave.
I still can’t figure out what is the right definition for ‘conversation’. I know that you tried to explain me a few times, but I still can’t get it.

Could you please write me down a “definition” ?

Thanks,

Best regards,

Béné

Reply

This is a demanding question, Béné. I should go through loads of stuff, as many elements are connected to this. Let me nudge you just a little: go over the TRUST concept again, as we analyzed it on the basis of the Edelman yearly Trust Barometer. Conversation is the relationship brands should install if they take this into account. No longer interruptive communication, but two-way, participative conversation. This means listening first, and sharing. Now, if you do that online, your audience is likely to do more than just interact with you: it will also amplify your message.
This is crowded with meaningful concepts that should ring a bell to you and open the door to much more. Indeed?

Hi Sir,

Regarding Consumer Decision Journey (CDJ): will this be part of the core concepts? This is the main concept of the article “BRanding in the Digital Age”

Thank you!

Reply

Right indeed, CDJ is to belong the the first type, core concepts. It is core to many of the evolutions we have been analysing. OK?

Reply

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