SOCIAL MEDIA CONTINUED AND MARKETING DATA

Jn2702

Plan for today Complete some of the

social media overview we began last week

Look at editorial and marketing data

Consider the impact of data

Consider the opportunities to market with data

How to collect data (data sources)

Housekeeping

Web 2.0-style notes: update

Assignment One due MARCH 28TH

BASIC: You’ll need to engage with some of the reading list, and material from beyond the reading list

Lecture/workshop on 27th will be changed to a drop in session

Recap: last week

Profile relevance in the digital age

Audience understanding

Innovation as a marketing device

Paid ads and Google ad networks

Catering to a digital demographic

The potential uses of social media (Twitter and Instagram)

Spanning multiple devices

Tasks for next this 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?

Social Media: Things sometimes go wrong

Twitter hashtags

The deleted Tweet, and standard apology

Bad twitter etiquette – rentokil

Mis-managing community

Bad ad PR

Instagram’s mis-judged ad terms and conditions, audience response, and then apology

So, are we comfortable?

Data

Two reasons for the importance of data are:

An increase in Web usage which strengthens the internet’s role in providing recommendations and preparing consumers to make purchases and recommendations

Developments in targeted advertising formats and techniques which help shape more communicative and relevant online campaigns”

Measuring the Effectiveness of Advertising - PwC

Key principles

What data offers to marketers

What kinds of data can you access, and where from

Strategising with data

Realtime data marketing

Big Data and associated challenges

Analytics: social and web

Last week we looked at how Twitter offers commercialised services

Part of this was Twitter Analytics

Analytics are a central part of online existence

Real time reports

Touring Google Analytics Search on traffic stats, dwell

times and bounce-rates

Establish popular pages

View real time data

Know the location of your users

What devices your users are using to access your site

Establish which websites and social networks are referring traffic to you

Set a range of social, commercial and traffic goals and monitor their success

Monitor the success of adwords campaigns and other commercial activity

Touring Facebook Facebook pages offer useful

interaction data, which includes: Reach

Clicks

Likes, comments and shares

Related pages

Popular elements of a Facebook page

Popular posts

Geographic reach

And managing paid ad campaigns

Next week:

The Long Tail and Content Marketing

Beyond:

Journalists as brandsContent marketingMarketing plansMobile

Next week’s reading

The Long Tail – Chris Anderson

Anything by Tapscott (see reading list)

Flickr

 r2hox - data.path Ryoji.ikeda – 4   Bev Goodwin – Milk Today    Ezu – the perfect software architect    flickkerphotos – Blue whale size    Kirsty S – Housekeeping DVDs    Todd Huffman – Data?   CarlosPacheco – Google Maps House in the Google Village 2012

kudumomo – Facebook flipflop

   Anne Ruthmann – our 3am airport-café-chair-crash-slump   mompl – Commander Data auf Außenmission