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Inbound Marketing and Online Reputation Management for Cyprus Small Enterprises


Date: 06 May 2014 - 07 May 2014
Location: Nicosia, Cyprus, 8:30 - 17:15
Website: Visit website

 

6-7 May, 2014 - Nicosia Hilton, CYPRUS

The Cyprus financial crisis has created severe reputational problems for Cypriot enterprises. In March-April 2013, international press were suggesting that ATMs would be blocked and that credit cards would not work, and that civil unrest would occur. The reputational damage has extended well into 2014, as tour operators have demanded extortionate discounts for hotel nights, and vulture funds negotiate to buy non-performing loans.

These negative impacts have affected companies that have had no direct role in the Cyprus financial crisis, which was brought about by two root causes: public sector expenditure and high risk loans in the banking sector.

This seminar will focus on brand and reputation management, and how this can be developed using inbound marketing. Inbound marketing is an online marketing process in which companies use relevant content to attract and retain customers. Contact us for more information.

Inbound Marketing

Inbound Marketing is a process by which companies develop compelling content such as news, articles, competitions, or other applications and market this online. This includes using social media networks to engage customers and the wider public.

On the commercial side, the process of inbound marketing uses a strategic process to:

  • Attract visitors via a network of social media sites, blogs, content marketing and SEO

  • Convert visitors into leads

  • Convert leads into customers

  • Assure customer retention by eCRM, special offers and engagement

  • Measure the results

The Inbound Marketing process is a systematic approach that leads to real, measurable results in terms of online sales and customer engagement.

Online Reputation Management

Online reputation management monitors personal, corporate and brand reputation on the web. This includes monitoring comments on social media sites or other forms of customer feedback, including discussion groups, blogs, and other forums. This monitoring provides feedback on company and brand performance as well as a form of early warning to emerging problems.

When negative comments are found, online methods are used to reduce the ranking of negative comments while improving the ranking of positive ones. At the same time, steps are taken to improve company or brand performance if there is a valid issue with it.

Learning Objectives

Participants in the course will master the following knowledge and skills:

  • Understand the reasons, vocabulary and dimensions of the Cyprus financial crisis and how this is perceived by different interest groups, including European institutions and European press

  • Analyse their corporate brand from multiple perspectives, including client perspectives; Re-position and differentiate their online corporate brand for clients, domestic competitors and international competitors

  • Develop online content to counter negative stereotypes and reinforce online strengths

  • Understand the principles of Inbound marketing, including the sales funnel, search options, calls to action and other key techniques

  • Develop content marketing via social media promotion and networking in favour of online brand and reputation management as well as online search

  • Develop and promoting online articles, press releases and corporate references to enhance inbound marketing and online brand management

  • Use free online tools, including Google Keywords Tool Finder, Google Analytics, MailChimp and others to manage reputation, branding and content online


PROGRAMME

Day 1 Online Branding and Public Relations

08:30 – 08:45 Registration

08:45 – 09:45 The Cyprus Financial Crisis

  • Origin of the Cyprus financial crisis: sovereign loans to Greece; non-performing loans; government deficits and debts

  • European architecture for crisis management: European Financial Stability Facility (EFSF), European Stabilisation Mechanism (ESM), European Central Bank and Eurogroup

  • What changed in the Eurogroup decision to bail-in Cypriot depositors

  • The role of Germany in portraying Cyprus as a mafia state – examples of online negative PR that were never answered by the Cypriot government

Case Study: How Cyprus Failed to Manage its Online Reputation

09:45 – 10:45 Principles of Online PR

  • Opportunities and threats in online reputation management and online PR

  • Developing your strategic matrix for online brand and reputation management

  • Minimum time and cost requirements for online PR and brand management

  • Minimum technical requirements for online PR and brand management

10:45 – 11:00 Morning Coffee Break

11:00 – 13:00 Managing Online Public Relations & Branding

  • Creating and Conveying Brand Identity Online

  • Why offline Cypriot and Greek brands do not translate online

  • How social media amplify PR and brand threats and opportunities

  • Tools for tracking and measuring online news, threats and opportunities

  • Crafting and disseminating your core brand and PR message

  • A 10-step strategy for online branding and PR in Cyprus

Workshop: Outlines of the 10-Step Strategy for Each Firm

13:00 – 14:00 Lunch Break

14:00 – 15:45 Inbound Marketing Principles and Strategy

  • Inbound Marketing Architecture

  • A strategic approach to digital marketing

  • Gaining customers and safeguarding your brand through inbound marketing

  • Paid advertising versus content marketing

  • Necessary pre-requisites in time, skills, knowledge

15:45 – 16:00  Afternoon Coffee Break

16:00 – 17:15 Workshop

Developing an inbound marketing plan:

  • Defining online and offline customer segments

  • Determining language and communications parameters

  • Defining web content

  • Writing articles and news posts

  • Defining direct marketing

  • Defining social media marketing

  • Linking online and offline marketing, branding and PR

  • Defining and measuring your results


Day 2: Advanced Inbound Marketing

08:45 – 10:45 Content Marketing and Online Brand Management

  • Determining your brand and reputation

  • Defining your core message

  • Developing high quality online content

  • Articles, whitepapers, blogs, photographs

Workshop 1: Drafting an Online Press Release or News Item

Workshop 2: Developing Customer References

10:45 – 11:00 Morning Coffee Break

11:00 – 13:00 Technical Copywriting

  • Optimising website pages and content for search

  • Using Google Analytics and Google Webmaster to understand current trends

  • Using Google Adwords Keyword Tool Finder to select keywords

  • Quantitative and frequency analysis of keywords in text

13:00 – 14:00 Lunch Break

14:00 – 15:45 Content Marketing, PR Management and Social Media

  • Using social media for reputation and brand management and inbound marketing

  • P2P Networks: Facebook, LinkedIn, Google+

  • Graphic and Image Networks: Pinterest, Instagram, Picasa

  • Presentation and Text Sharing: Slideshare, Scribd

  • Video Sharing: Youtube, Vimeo

  • Google Maps and other applications

Workshop: News Posts, Press Releases and Events on Social Media

15:45 – 16:00 Coffee Break

16:00 – 17:15 Direct Communications with Clients and the Public

  • Generating eMail Newsletters and eMail Marketing Tactics

  • Developing customer and contact databases

Workshop: Using MailChimp

17:15 – 17:30 Conclusions & Closing

The seminar will be held at the Nicosia Hilton on May 6-7, 2014. For further information, please contact Mr. Christos Tanteles at the Cyprus Chamber of Commerce & Industry, tel. 22-889-800.

This programme is approved by the Human Resources Development Authority of Cyprus. Participating companies which meet HRDA criteria may be supported by the HRDA.

Contact us for more information.


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