Lecture 6 marketing social data final
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ONLINE ADVERTISING- CONTINUED jn2702
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Transcript of Lecture 6 marketing social data final
ONLINE ADVERTISING-CONTINUEDjn2702
Today is all about Online advertising: paid for
and organic ads
Marketing innovation
Social media for media organisations
Understanding your audience
Engaging with your audience
Recap from last week How to use advertising to ‘re-position’ your
product
Paper and magazines as product: the affordances of paper
Marketing competition and humour
What values are there to a paper platform?
Beyond print advertising
Online advertising figures increasing
Advertising how it appears on the web: the anatomy of a web-page
How to monetize this anatomy: Click through rates
Readers and display ads: troubles and issues
Alternative platforms that take paper’s ad revenue
From last week
We’re thinking about audience?
Have you produced a reader profile?
If yes, let’s share them with the group
Highlight when they consume media and when
How can media organisations reach them
What devices
What kind of content
Would your profile consume media, produce media or engage with media [Ref: Tapscott’s idea of the ‘prosumer’ is useful to understand here]
Plot their media consumption
Catch-up: What we missed last week Advertising Economics: some online operators are emerging as successful
Daily Mail model and more info here
Curating a niche product can be successful
Trinity Mirror reader expansion
But, TM still struggling for revenue
Overall, the balance of success is still precarious
Marketing media innovationThe shock of the new…
Remember the Guardian’s Open Journalism/three little pigs video
Firestorm: the guardian experimenting with long-form journalism
App3d
UsVsTh3m and how it came together
Snowfall: the New York Times experimenting with long-form journalism
BuzzFeed: and this link
Ultimately: alternative methods of storytelling, gains traction within the marketplace
Google: paid and organic ads 41 bn web pages - maybe
But the internet is infinite
Key marketing question: How can you get your ads and content to stand out and be found?
Paid ads, online and social media
Media organisations have a choice around how they present themselves and their brand
Paid ads allow them to take some control over the advertising they have
Organic campaigns are more responsive, with more audience interaction. This interaction offers more risk, but some reward
Heat maps – where search meets humanity in the shape of an F
Online ad vocab
Google organic results Google paid results Google adwords Google analytics Google keywords Banner ad Skyscrapper ad PPC: Pay Per Click CPM: Cost per Mill CPA: Cost per action Conversion rate Value per visitor Sponsorship Page Impressions Content marketing and
advertorials
PART 2: SOCIAL MEDIA JN2702
Key considerations for media organisations on social media
Reach: move beyond the homepage/site
Engagement: form an interactive relationship with your readers/viewers/listeners
It’s about community
Conversation: chat to people.
Presence: Be part of the converation
Tone: Do media brands need to communicate in different ways when engaging with the web and social media?
Conversation: how do you interface with online conversation, debate and interaction. What impact could that have on your brand?
Email: The dark web. How can marketers capitalise on the dark social media that is electronic mail?
Media on Facebook
What opportunities can media organisations gain from having a Facebook page?
The power of the like
Capturing the audience where they are
Communicating with the audience in a way that they would expect, and find useful
Creating dedicated Facebook pages
Media on Twitter
Free Twitter feeds
Twitter #hashtags – media and media/ad collaborations
Twitter conversations
Media on twitter: paid
Twitter’s promoted account targeting: Interest areas Geography Gender
Promoted trends
Promoted tweets
Data and analytics
Media on Instagram
Instagram is still figuring out its revenue structure, although it was recently bought for
Media organisations are using it for a range of purposes. Some similar to Facebook/Twitter, but some alternatives
BBC Sport: Behind the scenes
Neil Mann/fieldproducer: Journalist in NYC (more on journalists as brands in later weeks)
BBC Instafax
Wall Street Journal
Assignment question: What ‘USP’ could publishers create through using services such as Instagram?
As consumers, what value do you extract from social media?
What other social media platforms could publishers use?
And what would their value be?
Devices
Devices: what a multi-device world means means for news providersThe
newspaper/magazine/TV/Radio used to be the only platforms publishes had to worry about. Now there’s a plethora of online services , and consumption devices. What does this mean for media organisations and publishers?
Don’t forget about the physicality, and the design
What affordances do digital devices offer publishers?
Reading next week To be confirmed: watch your inboxes
Topics over coming weeks
Brands Journalists as brands The Long Tail More marketing strategy SEO and content marketing Mobile
Tasks for next week
Find a media organisations online, multi-platform presence
Produce a 10 minute presentation: What is useful about the multimedia
output? Does the content serve as a marketing
tool? What, in your opinion, doesn’t work so
well? How the media organisation is producing
the content?
Final workshop exercise
