Post on 09-May-2015
transcript
DATA CONTINUED AND CONTENT MARKETING
JN2702
Plan for today
Complete the process of looking at data from last week
Introduce the concept of ‘big data’
Consider some of the ‘editorial products’ data may help create or accentuate
Look at Content Marketing, and how it works with organic search
How content marketing feeds into Search Engine Optimisation and Social Media Optimisation
Engage in an overview of Chris Anderson’s concept of ‘The Long Tail’
Recap: last week’s key points
When social media goes wrong
Data analytics and how to monitor success
Real time data and real time marketing
Google Analytics
Facebook Analytics
A request to look at Chris Anderson’s ‘The Long Tail’
Analytics: What do you remember from last week?
Touring Twitter
Covered last week as part of free and paid for campaigns
Paid campaigns offer enhanced analytic information
Twitter ‘cards’ offer alternative ways to monitor success of a dedicated Twitter activity (another link)
Financial Times: Reader DNA
Time and device data: remember the timelines?
FT: Building an advanced picture
More info - here
• 20% of subscription ascribed to data-led marketing
• Subscription can also enable publishers a range of additional detail about their users
• Demonstrate clear ‘return on investment’ as internal (see above) and external marketing (via advertising) can be more effectively targeted
• The range of the FT’s platforms can be seen here
•They also develop in HTML 5, rather than native apps to own as much data as possible
Real time reading: Chartbeat
Real Time Data
As we’ve seen, real time data offers consumer activity as it happens
News and information are using it behind the scenes (as we’ve seen over the last few weeks) and at the front end of publication: BBC most popular and social media trends are just 2 examples
Allows marketers to respond with product design, pricing and PR activities
Analytics platforms building in real time monitoring
Specialist services creating usable consumer profiles, and marketing services
This link might be useful for more information
Example of marketing ‘products and techniques’
There are a range of editorial tactics and products that could be exploited on the back of data-led feedback
Topic-specific content feeds: social media, online, print products
Time-sensitive distribution on all feeds, across all platforms to capture the audience when they’re most engaged
In-platform personalisation based on usage (cookie) and other profile data (Amazon)
Algorithmic search results that offer organic user personalisation (Spotify [and Google])
Even more data
Sentiment analysis
A number of data providers are providing sentiment analysis Seeks to classify emotional
responses to social media outputs Text is analysed for emotional
signifiers and meaning
Brands can use this to Brand and product perception Reputational management
Publishers are using this to assess ‘signals’ and ‘trends’
This slideshow from the FT provides more information for you to look at
Here’s another Mashable source
Social media analytic data in friendly form
Klout Kred Tweriod: time-
based analysis
More information for free and commercial use
Data brainstorm
What types of data do you think would be most useful for marketers?
You can apply this to your own assignment 2 ‘client’ if you want to…
Work in groups or individually
Big Data, and its challenges Digital connectivity is generating more data than has ever
existed before. ‘Big Data’ presents both a huge opportunity and challenge to media marketers.
Understanding how to navigate the huge amounts of information available via the web: trillions of data points can be generated in just a short about of time
How to use that to profile consumers and better position products and related ads
Producing technologies that are capable of reading the data and extracting meaning from a huge swathe of information
A useful link
It’s that image again…
Broad summarySocial media and data platforms can be exploited
in a number of ways
Commercial Produce smart ads and increase social media-based penetration and reach
using paid for options
Monitor and quantify the success of this activity using a range of metrics (Google Analytics, native analytics platforms or third-party services).
The ability to monitor this activity, and conversion rates, is a significant advantage over offline alternatives
Publishers can build increasingly c0mplex behavioural patterns using some/all of this data
Warning
Data in itself might not always provide ‘answers’ and users need to be able to understand what the data might, or might not, signify
Content marketing
Content marketing explained Content marketing sees targeted
editorial text, video be used to advance commercial or other interests online. It’s more than news, it’s text designed to capture audience and traffic.
content marketing spend expected to reach £5.8bn this year (Curata via the Guardian)
content marketing can increase brand awareness by 85% (Curata) and customer interest by 62% (Curata)
The news and information sector is increasingly incorporating content marketing into their operations, and offering it as a service. Guardian Labs is a good example of this
More info available from the Content Marketing Association
Specialist agencies exist outside the mainstream to deliver ‘branded content’
SEO and content marketing Ensures content is findable
Search engines detect web pages and list them
Text, video, audio and images are ‘optimised’ to make them more searchable and therefore findable
Constructing websites and content with search engines in mind
Remember this slide? This tme, we’re looking at organic ads
Heat maps – where search meets humanity in the shape of an F
Google Penguins and PageRank
V2.1
The Human Search Engine
What factors are search engines interested in…?
They like websites that have good-quality textual and video content that is relevant to users’ search terms
They recognise sites that attract visitors and are used by incoming traffic: it means that they’re good!
‘Metadata’– engines appreciate what is your site/pages are called
Engines like relevant URLs, rather than random numbers
They hate it when someone tries to trick them
Search engines like order – if you’re tagging your content into organised groupings, it’ll be appreciated by the engines
Pictures and video are searchable via tags, names and captions
Search engines like to see hyperlinks that direct users around your site, and the rest of the web
Search engines closely guard their algorithms, and many give different values to certain variables, but a few standard factors can be indentified…
Social Media Optimisation Similar to Search Engine
Optimisation, Social Media Optimisation and involves the coordinated use of social media platforms to convey brands and information
The emphasis is around a coordinated strategy and utilising specific tools to encourage users to network on your behalf
It also involves monitoring successful engagement working with demographic, platform, data and product information.
We’ve spoken about this lots in an abstract, but this is a more commercial incarnation of how to utilise social media for marketing purposes
The first person to coin the phrase social media optimisation was Rohit Bhargava in 2006. His original blog post can be found here
Bhargava’s updated (2010) rules of SMO
1) Create shareable content2) Make sharing easy3) Reward engagement4) Proactively share content5) Encourage the mash-up
Chunked content (again)
Next week will not exist
Well. It will. But you know what I mean.
No lecture/seminar.
Individual meetings are available…