digital marketing presentation – digital & social media research (mktg-7546, module 5)
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MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Mid-Term Angst
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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The Social Profile
• ExactTarget Research• Are you Business First or
Enthusiast• News Junkie to Social Butterfly
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Social Terminology Today
• Astroturfing – synthetic grassroots effort, false campaigning to generate buzz, visibility and WOM
• Tastemaker – influencer or trendsetter within their sphere or social graph
• Social graph – your network of friends
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Tools & Measurement
• Know Your Followers
• How Sociable
• Twiangulate
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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• Addict-o-Matic• Who is Kony• I made the Like Button
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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/user/TheProfessorBrey
/in/professorbrey
/Professorbrey
@professorbrey
MODULE 5 – FLIP THE FUNNEL RESEARCH
MKTG-7546 Marketing in a Digital Environment
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Value of Research
• Ability/willingness to act on data• Information accuracy• Level of indecisiveness that would exist without• Amount of potential variation• Level of risk aversion• Reaction of competitors to any decision
improved by information• Cost of information (time x money)
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Data Collection
Qualitative• Focus groups• In-depth interviews• Paired, in-depth interviews• Advisory panels• Commentary
Quantitative• Telephone interviews• Mail surveys• Online sources (e-mail)• Electronic surveys• Real time data collection
– User groups
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Types of Market/ing Research
• Ad Tracking– Performance for brand awareness, preference, or
usage• Advertisement Concepts– Checking reaction to advertisement materials
• Adverting Research– Effectiveness for any medium, focus on Attention
Tracking
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Types of Market/ing Research
• Brand Equity– How favorably do consumer view the brand
• Brand Association– What do consumers associate with the brand
• Brand Attribute Research– What are the key traits that describe the brand
promise
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Types of Market/ing Research
• Brand Name Testing– What do consumers feel about product names
• Brand Tracking– Measures changes in the market over time
• Concept Testing/Test Marketing– Test the acceptance of a concept by target
markets
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Types of Market/ing Research
• Competitive Analysis– Competitive intelligence and market perceptions
of competitors• Coolhunting– Make observations and predictions in changes
such as lifestyle and fashion• Buyer Decision Processes– Determine what motivates people to buy and
what process they use
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Types of Market/ing Research
• Copy Testing– Predicts in-market performance of an ad before by
measuring attention, brand linkage and motivation• Customer Satisfaction Research– Quant/Qual studies that yields understanding of
satisfaction• Demand Estimation– Determine the approximate level of demand for a product
• Distribution Channel Audits– Assess distributors/retailers attitude toward a product
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Types of Market/ing Research
• Marketing Effectiveness– Measuring results to determine effectiveness of
individual activities• Mystery Shopping– Anonymous shopping of a product or service
• Packaging and Design– Sensation transference of packaging to the
product
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Types of Market/ing Research
• Positioning– How does the consumer see the brand versus the
competitors• Price Elasticity– Determine how sensitive customers are to price
change• Sales Forecasting– Determine the expected level of sales given the
demand
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Types of Market/ing Research
• Product Feature– Assessing the value of specific features and the
corresponding trade-off of price• Segmentation Research– Determine the characteristics of consumers
• Online Panel– Group of individuals who said yes to online
research
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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D I G I TA L M A R K E T I N G
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Issues With Online Research
• Impacts by non-serious or malicious participants
• Internet samples are not representative• Internet samples do not represent those in
nonline environments• Ethical safeguards are removed in online
environments• Findings may provide doubtful findings to those
who utilize the information
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Database Data
• Internal Data– Accounting, customer service, sales, research and
MIS departments• Fulfillment Data– Transactional level data
• Marketing data– Recency – customers’ last promo, order, payment– Frequency – total number of promo, order, payment– Monetary – total dollar value of the above
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Database Data
• Contact Data– Name, number address etc.
• Enhancement Data– Compiled Data – demographic/psychographic
information about ‘other’ consumer attributes– Census Data – what do you want to know from
block groups or census tracts– Modeled Data – statistical data analysis to classify
on patterns (ex. PRIZM)
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Types of Internet Market/ing Research
• Commercial Eye Tracking– Examine advertisements, package designs by analyzing visual
behavior • Internet Strategic Intelligence
– Collecting free opinions of online information• Software Interface
– Assess the overall concept of the system (from old skool to new age)• Viral Marketing Research
– Estimate the probability of communication transmittal via social networks
• Website evaluation– Website evaluation features are considered very important
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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S O C I A L E N G A G E M E N T
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Statistics & Numbers
• The Real Cost of Social Media
• Killing it in Social Media
• Building a Social Media Empire
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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- Social Media Research Foundation
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Digital Anthropology (ist)
• The study of humankind, the comparative study of human societies and cultures and their development by examining physical and cultural development, technological characteristics, customers and beliefs as transferred to a digital environment.
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Digital Psychology (ist)
• Study of the mind, occurring from the mind and behavior. To understand perception, cognition, attention, emotion, motivation, personality, and interpersonal relationships as related to the digital environment.
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Enterprise Infodemiology (ologist)
• The emerging science of distribution and determinants of information in an electronic medium with the ultimate goal to inform enterprises and organizations of their online identity and consumer sentiment.
-Adopted from Gunther Eysenbach
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Theories of Personality
• Personality + Social Networks = The Same Persona (Eric Brey)
• Personality + Social Networks = A Different Persona (SnuggleBunny69)
• Personality + Social Networks = A New Variation of Self (Professor Brey)
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Social Data
Evident
Demographic
Brand/Product
Conditional
Psychographic
Behavioral
Referrals
Sharing
Contextual
Location
Intention
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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• Age• Gender• Race• Income• Education
• Broad generalizations• Not all complete• Base layer of
information
Demographic
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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• Product conversations• Measures and
attributes• Conversation types
• Customer perspectives• Consumer feedback• Development launches
and content strategy
Brand/Product
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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• Personality• Values• Attitude• Interests• Lifestyles
• Targeted outreach• Self-reporting information• Understand needs, wants
and expectations
Psychographic
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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• Actions• Activities• Leading indicator for
intentions
• Targeted segmentation• Deeper, fundamental
relationships
Behavioral
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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• Ratings• Reviews• Non-Verbal gestures• Rewards
• Brand promoters and detractors
• Insights into important products and services
Referrals
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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• Reach• Shares• Generational sharing• Conversions• Clicks
• Brand advocates• Content travel• Generational sharing• WOM understanding
Sharing
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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• Physical presence• Context to conversation• Localization of data• Opinions
• Trigger events• Identify intent• Offline experiences
through behavior patterns
Location
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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• Desired state• Desired product• Planned activities• Planned events
• Wants• Desires• Needs• Least accurate data source
Intention
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Social Networking Data
Data Types
Service
Disclosed
Entrusted
Incidental
Behavioral
Derived
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Social Media Data
• Service Data– Data you give networking sites (i.e., name)
• Disclosed Data– Information that you post (i.e., messages)
• Entrusted Data– What you post on other people’s wall (i.e.,
uncontrolled messages)
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Social Media Data
• Incidental Data– What other’s post about you (i.e., what others
say)• Behavioral Data– Data that is collected about habits (i.e., Facebook
likes)• Derived Data– If your friends identify as such, you do to (i.e., all
my friends are Packer fans, so….
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Listening Tools
• 80legs• Beevolve• Collective Intellect• Context Voice• Cyber Alert• DataSift• Dow Jones• Boardreader• Gnip
• Kapow• Moreover• Omgili (sample)• Samepoint• SocialMention• Spinn3r• Superfeedr• Trendiction• Twingly
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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The Data
A Tweet of Information
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Social Graph Impacts
• Like vs. click differences
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Business Intelligence Delivery
• Demographics– Significant demographic groups’ discussions
• Sentiment– Positive and negative opinions
• Crisis Management– Global monitoring of conversations
• Influencer Identification– Those who wield the power
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Business Intelligence Delivery
• Measurement– Impact of campaigns or current initiatives
• Comparison– Comparing across brands and within/against
demographics• Engagement– Impacts of social engagement on the bottom line
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Privacy Concerns
Legal Profiling
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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B U S I N E S S I N T E L L I G E N T
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Blogging Success
• Raw Author Contribution – Posts per month = # posts / # months posting– Content created = # of words posts / # of posts
• Holistic Audience Growth– RSS feeders (subscribers vs. reach)
• Conversation Rate– Conversation rate = # of visitor comments / # posts
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Blogging Success
• Citations and Ripple Index– Technorati Authority (index of links)– Tweet Citations (number of people tweeting)
• Cost of blogging– Technology– Time– Opportunity cost
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Twitter Success
• Engagement– Diversity of group and message participation
• Reach– How far has information spread
• Velocity– How likely and who retweets (new vs. old)
• Demand– How many people followed to build your network
• Network Strength– How influential is your following
• Activity– Are you effective at driving new followers, too often/minimally
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Back to Basic Measurement
• Job applications received• Employees reached• Attendance generated at in-person
events• Responses to socially posted events• Change in market share
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Web Marketing Model
• Media Mix Model– Understanding the numbers and the
data to create the right mix– Applying internet marketing data– Reality 2.0: Going beyond the social
media explosion
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Take a closer look at social commerce and what it means for the future of social media – what are your thoughts?
• Kaushik, Chapter 10• Commerce Trends Report 2011
NEXT WEEK
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
/user/TheProfessorBrey/in/professorbrey/Professorbrey@professorbrey
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