Week 8 -social media and marketing - 2013 .pptx

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Week 8:

Marketing and Advertising in the Dig

Alon Rozen / ENPC MBA



Like everything else in communicat

there is a before and after for markeBroadcasting vs. conversation…

Monologue vs. a dialogue…



mar·ket·ing/ˈmärkitiNG/ (noun)

A conversation between

a brand and its market(s)

(hat tip to the Clue Train Manifesto)


Brand

Market

1

Market4

Market5

Market6



Marketing was brand-driven until something happened…

Brands were excludedfrom the conversation …

So they had to go w

conversation was ha




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


https://twitter.com/search?q=





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


LISTENING OB

INTERACTING FAC

Brand



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.




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


0. on the internet, when a consumer gathers informatio



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…




Marketing Before and After

Before:

Brands mostly strove to create buzz andawareness,”

Today:

They need to build compelling experienckeep consumers engaged




Social media: stats for perspective

Alon Rozen / ENPC MBA http://blog.twmg.com.au/social-media-stats-of-2013-infographic/

http://blog.twmg.com.au/social-media-stats-of-2013-infographic/














Social Media content strategy: the 3 R’s

Post a video toYouTube

Post to Blog withvideo embedded

Tweet about newpost with link to

Facebook

Post video + 1st §of story to

Facebook withlink to blog

On blog invitecomments on

YouTube

ReduceRe-use

Recycle




Red Bull on FaceBook – 41M likes, 420K interac




PetPlan Pet Insurance on Pinterest (+10k follow




YouTube – 25% of internet traffic and growing!


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

http://socialmediatoday.com/


http://www.streamsend.com/pdf/The_ROI_of_Video_in_Email_Marketing-StreamSend-The%20RelevancyGroup.pdf


http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2013

http://www.l2thinktank.com/research/specialty-retail-2013

http://www.l2thinktank.com/research/specialty-retail-2013











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…


the first 6 days!



Social Media Strategies: Human Rights


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



Social Media and Branding: Dove (Real Beauty)


l d b d k



Social media – beyond marketing

An R&D, marketing and finance strategy (ex. Kickstarte


S i l di h IPO?



Social media – the new IPO?


T i f il i l di



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.




But how do you know y

digital marketing strategworking?




METRICS


FIRST THE MYTH



FIRST, THE MYTH:

The web offers irrefutable tracking datmore reliable than other audiencmeasurement data in other mediu

FALSE

THE REALITY



THE REALITY

WEB METRICS: KEY TERMS



WEB METRICS: KEY TERMSHITS

PAGE VIEWS

UNIQUESVISITS/SESSIONS

CONVERSIONS

BOUNCE RATE

REFERRER

ENTRY/EXIT PAGES

ORGANIC SEARCH

PAGE VIEWS



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



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



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



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



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



BOUNCE RATE

The percentage of entrances on a web page that re

immediate exit from the web site.

High % = bad

Low % = good

REFERRER



REFERRER

The location that visitors come from, part

the sites, search engines or director

ENTRY/EXIT PAGES



ENTRY/EXIT PAGES

The first/last viewed page on a visitor's

through a site.

ORGANIC SEARCH



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



GOOGLE ANALYTICS

https://www.google.com/analytics/reporting/?reset=1&id=38109180&pdr=20101025-20101124

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Week 8 -social media and marketing - 2013 .pptx