Lecture 6   marketing social   data final
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Lecture 6 marketing social data final Presentation Transcript

  • 1. ONLINE ADVERTISINGCONTINUED jn2702
  • 2. Today is all about  Online advertising: paid for and organic ads  Marketing innovation  Social media for media organisations  Understanding your audience  Engaging with your audience
  • 3. Recap from last week  How to use advertising to ‘re-position’ your product  Paper and magazines as product: the affordances of paper  Marketing competition and humour  What values are there to a paper platform?  Beyond print advertising  Online advertising figures increasing  Advertising how it appears on the web: the anatomy of a web-page  How to monetize this anatomy: Click through rates  Readers and display ads: troubles and issues  Alternative platforms that take paper’s ad revenue
  • 4. From last week  We’re thinking about audience?  Have you produced a reader profile?  If yes, let’s share them with the group
  • 5. Plot their media consumption  Highlight when they consume media and when  How can media organisations reach them  What devices  What kind of content  Would your profile consume media, produce media or engage with media [Ref: Tapscott’s idea of the ‘prosumer’ is useful to understand here]
  • 6. Catch-up: What we missed last week Advertising Economics: some online operators are emerging as successful  Daily Mail model and more info here  Curating a niche product can be successful  Trinity Mirror reader expansion  But, TM still struggling for revenue  Overall, the balance of success is still precarious
  • 7. Marketing media innovation The shock of the new…  Remember the Guardian’s Open Journalism/three little pigs video  Firestorm: the guardian experimenting with long-form journalism  App3d  UsVsTh3m and how it came together  Snowfall: the New York Times experimenting with long-form journalism  BuzzFeed: and this link  Ultimately: alternative methods of storytelling, gains traction within the marketplace
  • 8. Google: paid and organic ads  41 bn web pages - maybe  But the internet is infinite  Key marketing question: How can you get your ads and content to stand out and be found?
  • 9. Paid ads, online and social media  Media organisations have a choice around how they present themselves and their brand  Paid ads allow them to take some control over the advertising they have  Organic campaigns are more responsive, with more audience interaction. This interaction offers more risk, but some reward
  • 10. Ads on Google
  • 11. Heat maps – where search meets humanity in the shape of an F
  • 12. Targeting: Market research and keywords: Google display planner
  • 13. Online ad vocab                Google organic results Google paid results Google adwords Google analytics Google keywords Banner ad Skyscrapper ad PPC: Pay Per Click CPM: Cost per Mill CPA: Cost per action Conversion rate Value per visitor Sponsorship Page Impressions Content marketing and advertorials
  • 14. JN2702 PART 2: SOCIAL MEDIA
  • 15. Key considerations for media organisations on social media  Reach: move beyond the homepage/site  Engagement: form an interactive relationship with your readers/viewers/listeners  It’s about community  Conversation: chat to people.  Presence: Be part of the converation  Tone: Do media brands need to communicate in different ways when engaging with the web and social media?  Conversation: how do you interface with online conversation, debate and interaction. What impact could that have on your brand?  Email: The dark web. How can marketers capitalise on the dark social media that is electronic mail?
  • 16. Media on Facebook  What opportunities can media organisations gain from having a Facebook page?  The power of the like  Capturing the audience where they are  Communicating with the audience in a way that they would expect, and find useful  Creating dedicated Facebook pages
  • 17. Media on Twitter  Free  Twitter feeds  Twitter #hashtags – media and media/ad collaborations  Twitter conversations
  • 18. Media on twitter: paid  Twitter’s promoted account targeting:    Interest areas Geography Gender  Promoted trends  Promoted tweets  Data and analytics
  • 19. Media on Instagram  Instagram is still figuring out its revenue structure, although it was recently bought for  Media organisations are using it for a range of purposes. Some similar to Facebook/Twitter, but some alternatives  BBC Sport: Behind the scenes  Neil Mann/fieldproducer: Journalist in NYC (more on journalists as brands in later weeks)  BBC Instafax  Wall Street Journal Assignment question: What ‘USP’ could publishers create through using services such as Instagram?
  • 20. As consumers, what value do you extract from social media?
  • 21. What other social media platforms could publishers use? And what would their value be?
  • 22. Devices
  • 23. Devices: what a multi-device world means means for news providers The newspaper/magazine/TV /Radio used to be the only platforms publishes had to worry about. Now there’s a plethora of online services , and consumption devices. What does this mean for media organisations and publishers?
  • 24. Don’t forget about the physicality, and the design What affordances do digital devices offer publishers?
  • 25. Reading next week  To be confirmed: watch your inboxes
  • 26. Topics over coming weeks  Brands  Journalists as brands  The Long Tail  More marketing strategy  SEO and content marketing  Mobile
  • 27. Tasks for next 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?
  • 28. Final workshop exercise