Week 8 -social media and marketing - 2013 .pptx
Transcript of Week 8 -social media and marketing - 2013 .pptx
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Week 8:
Marketing and Advertising in the Dig
Alon Rozen / ENPC MBA
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Like everything else in communicat
there is a before and after for markeBroadcasting vs. conversation…
Monologue vs. a dialogue…
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mar·ket·ing/ˈmärkitiNG/ (noun)
A conversation between
a brand and its market(s)
(hat tip to the Clue Train Manifesto)
Alon Rozen / ENPC MBA
Brand
Market
1
Market4
Market5
Market6
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Marketing was brand-driven until something happened…
Brands were excludedfrom the conversation …
So they had to go w
conversation was ha
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How does a brand get… “excluded”? 2012 McDonald’s used the hashtag #McDStories on Twpromote video content of their suppliers talking about M
ingredients.
The campaign was hijacked by consumers complainingcompany’s service and the quality of the food.
People are still using the bashtag to attack McDonald’s
Alon Rozen / ENPC MBA
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Social Media and Marketing
Social media is a new kind of conversation…
Marketing has had to adapt significantly with a new app
FROM TO
Brands now need to interact with the “communit
Alon Rozen / ENPC MBA
LISTENING OB
INTERACTING FAC
Brand
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What is Social Media for Marketing?
Peter Drucker (old-world management consultant): th
purpose of a business is to create a customer
Shiv Singh (Razorfish one of world’s largest interactiv
agencies): the purpose of social media is to cre
customer … who creates a customer.
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Historical marketing context: First Moment of Truth (F-MO
Brands have 2 moments of truth:
1. at the store shelf , when a consumer decides to buy a bra
2. at home, when she uses the brand — and is delighted, or
Alon Rozen / ENPC MBA
0. on the internet, when a consumer gathers informatio
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Google’s Zero Moment of Truth (Z-MOT)
Google: “ZMOT” = when you grab a device to learn about a product or servithinking about trying or buying.
Social media: a major shift in how people share & discover information and
Social media is ZMOT media…
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Marketing Before and After
Before:
Brands mostly strove to create buzz andawareness,”
Today:
They need to build compelling experienckeep consumers engaged
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Social media: stats for perspective
Alon Rozen / ENPC MBA http://blog.twmg.com.au/social-media-stats-of-2013-infographic/
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Social Media content strategy: the 3 R’s
Post a video toYouTube
Post to Blog withvideo embedded
Tweet about newpost with link to
Post video + 1st §of story to
Facebook withlink to blog
On blog invitecomments on
YouTube
ReduceRe-use
Recycle
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Red Bull on FaceBook – 41M likes, 420K interac
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PetPlan Pet Insurance on Pinterest (+10k follow
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YouTube – 25% of internet traffic and growing!
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YouTube is the #2 search engine on the web.(socialmediatoday.com)
YouTube reaches more adults than any cable
network. (socialmediatoday.com)
700 YouTube links are shared on Twitter everyminute (Relevancy Group)
500 years of YouTube videos are watched onFacebook every day (Relevancy Group)
The equivalent of 100 hours of video is uploaded toYouTube each minute (Kleiner Perkins Caufield & Byers)
99% of US online specialty retailers use YouTube,up from 93% in 2012 (L2)
Marketing caincreasingly lau
YouTube
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Social Media Strategies in action: Ford Fiesta
Ford’s Fiesta Movement
o Ford marketers gave 100 people a car for 6 months
o They shared their experiences on various social media
Results: 6.5M YouTube views, 50K RFIs and 10,000 Fiein…
Alon Rozen / ENPC MBA
the first 6 days!
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Social Media Strategies: Human Rights
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The Human Rights Campaign
launched a campaign on Facebook, to
accompany real life demonstrationsoutside the Supreme Court on the eve
of two historic marriage equality
hearings.
Millions of Facebook users adopted a
red version of the HRC's logo.
The logo received 10M impressions,190K shares, 96K likes and appeared
more than 18M times in News Feeds
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Social Media and Branding: Dove (Real Beauty)
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l d b d k
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Social media – beyond marketing
An R&D, marketing and finance strategy (ex. Kickstarte
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S i l di h IPO?
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Social media – the new IPO?
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T i f il i l di
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Top 5 reasons companies fail at social media (smartblog on
1.Jumping on multiple platforms at once: many companies sprthemselves too thin.
2.Failing to develop a personality: For someone to be a “fan”, thbe able to relate to you, your beliefs and opinions. Customers ato know what’s important to you – besides growing your busine
3.Selling, not conversing: It is called “social” media for a reasonconversations.
4.Not developing authenticity: Customers need to feel your sin
that what you’re telling them to do is something you’d actually5.Hiding from complaints and controversy: Mistakes are going
say you are sorry and what you’re doing to ensure they aren’t reCustomers know bad things happen, and they love companies learn from them.
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But how do you know y
digital marketing strategworking?
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METRICS
Alon Rozen / ENPC MBA
FIRST THE MYTH
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FIRST, THE MYTH:
The web offers irrefutable tracking datmore reliable than other audiencmeasurement data in other mediu
FALSE
THE REALITY
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THE REALITY
WEB METRICS: KEY TERMS
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WEB METRICS: KEY TERMSHITS
PAGE VIEWS
UNIQUESVISITS/SESSIONS
CONVERSIONS
BOUNCE RATE
REFERRER
ENTRY/EXIT PAGES
ORGANIC SEARCH
PAGE VIEWS
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PAGE VIEWS
Occurs when a users browser requests a web page. A singl
may create multiple hits to the server if the page contain
elements such as banners.
Since page views do not take into consideration users who
their browsers set to disable images, they are of little v
advertisers.
UNIQUES
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UNIQUES
A term used to describe the total number of visitors to a scertain time period.
Relying exclusively on IP addresses in a log file is not recomit would not take into consideration multiple users accessinthrough the same IP address such as would happen at com
schools. Cookies are also used sometimes, but since the
disabled or cached, they cannot be relied upon exclu
VISITS/SESSIONS
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VISITS/SESSIONS
A visit is an interaction a unique visitor has with a we
a specified period of time or activity.
In most cases, if a visitor has left a site or has not e
click within 30 minutes, the visit session will term
CONVERSIONS
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CONVERSIONS
An action that signifies a completion of a specified a
many sites, a user converts if they buy a product, si
newsletter, or download a file. The conversion rapercentage of visitors who do convert.
CONVERSION RATE
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CONVERSION RATE
The relationship between visitors to a wand actions considered to be a "conve
such as a sale or request to receive minformation. This metric is often express
percentage.
BOUNCE RATE
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BOUNCE RATE
The percentage of entrances on a web page that re
immediate exit from the web site.
High % = bad
Low % = good
REFERRER
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REFERRER
The location that visitors come from, part
the sites, search engines or director
ENTRY/EXIT PAGES
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ENTRY/EXIT PAGES
The first/last viewed page on a visitor's
through a site.
ORGANIC SEARCH
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ORGANIC SEARCH
A type of search in which web users find
having unpaid listings, as opposed to us
pay-per-click advertisement listings disamong the search results.
GOOGLE ANALYTICS
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GOOGLE ANALYTICS