Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

transcript

MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com

Social Terminology

• Authenticity: Describe the ‘real’ feel behind social profiles

• Influence: Measured by your Klout score

• Tweeps: Twitter + People = Tweople

/user/TheProfessorBrey

/in/professorbrey

/Professorbrey

@professorbrey

ONLINE VALUE CHAIN DYNAMICSMktg-7546 Marketing in a Digital Environment

IBM Folly

Internet Marketing is a set of activities that enable the acquisition of targeted Web traffic and the conversion of Web visitors.

Typology

• Display advertising• Search engine marketing• Search engine optimization• Email marketing• Referral marketing• Affiliate marketing• Content marketing

PPC, CPC, PSM, OPP, DHS, ATV, CP3Keyword

Research & Grouping

Demographic/Geographic

Targeting

Create Multiple Ads

Keyword Bidding

Split Test Ads & Landing

PPC Budgeting

Report, Analyze, Optimize

Conversion Rates

Accessibility and Usability

Keywords and Trends

Headlines

Linking

Textualization

Tagging and Metadata

Email Marketing

•List – Email - Report•Strategy & Objectives•Construction & Design•Technological Integration•Segmentation & Distribution•Optimize, Test and Metrics

-Virginia Ginsburg

AffiliateRelationship

Website Links Advertisement

Targeted Interaction

Refer Visitors

Tracking System

Paid for purchases

-Rylan Claynes

MEMPHIS.XXX

• Why social media?

A Piece of SoMe Business Pi

Marketing/Sales

Customer Service

Business Intelligence

HR/Management

PR/Awareness

The Internet is Full

Social Media are technologies that turn communication into dialogue. A group of applications that build on the ideological and technological foundations that allow the creation and exchange of UGC.

e-Commerce is considered the buying and selling of products over the Internet and any transaction completed primarily through electronic means

Social Commerce is the fusion of two digital marketing trends: social media and e-commerce.

Social Media in Plain English

Social Media Marketing• Dominate• Shout out loud• Me, me, me• Push the product• Advertising• Control• Pursue leads

Traditional

• Create community within• Listen, then whisper• Us, us, us• Pull in people with your story• Word of mouth• Allow• Nurture relationships

Social Media

Social Media Marketing

• Again, why social media?

Social Commerce

-1000 Heads

Facebook Visualizations

• Facebook Social Graph

10/90 Rule

Critical Questions

• Reporting or analysis– Most say analysis but they actually want reporting

to make decisions– Decentralized decision making, history, risk, tribal

knowledge, brainpower• IT or business strength– IT vs. Marketing, analysis, and strategic decisions

• Am I solving for 1.0 or 2.0– Sheer numbers of qualt, quant and competitive

• What are the 10 questions to ask a potential vendor?

Social Media Measurements

It’s no longer about the size or frequency, they are gateway metrics, it’s about leading indicators and quality of engagement.

Social Media MeasurementAwareness

Engagement

Persuasion

Conversion

Retention

-Nicole Kelly

Blogging ROIBenefit Appropriate Measurement

Consumer self-education Higher conversion rate for blog visitors

Greater visibility in search results Increased traffic from search to blog

Lower the cost of public relations Generate the same level of awareness as PR

Reach an enthusiast community Lower cost communication tool

Address criticisms on other blogs/news stories

Measure the slow down of bad news spreading

More responsive to consumer concerns Track customer satisfaction and retention

Improve employee innovation and productivity

Track employee satisfaction and retention

Improved stock price with greater visibility into the organization

Connect improved investor sentiment to blog readership

• What, I have to answer this stupid, Why Social Media?, question again!

Rules of Social Media – Radian 6

• Refine, refine, refine• Process what you hear• Don’t ever stop listening• Measure what matters• Give your numbers context• Invest into measuring• Not directly engaged• Policies and guidelines a must• Be kind, social and consistent

Levi Strauss

• Install social features, increase WOM funnel and marketing– Friends are shopping with you (through

Facebook activity)– Registration is so passé (% of people are

annoyed with it)– Take part in recommendations,

opportunities for upsell– Biggest opportunities are still unseen

Pay Attention: The best way for me to know that you are keeping up is to follow @professorbrey and facebook.com/professorbrey and follow Professor Brey on Slideshare.

• Read: Kaushik, 2010 Chapters 3 & 4 • Social Sites: Facebook, Twitter, Slideshare• Read: Social Commerce Playbook from 360i

NEXT WEEK

Remember: Use the #smce hashtag when Tweeting about course content. You never know, you may become an internet star!

Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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