SOCIAL MEDIA CONTINUED AND MARKETING DATA Jn270 2
Nov 19, 2014
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