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SOCIAL MEDIA CONTINUED AND
MARKETING DATA
Jn2702
Plan for today
 Complete some of the social
media overview we began last
week
 Look at editorial and
marketing data
 Co...
Housekeeping
 Web 2.0-style notes: update
 Assignment One due MARCH 28TH
 BASIC:You’ll need to engage with
some of the ...
Recap: last week
 Profile relevance in the digital age
 Audience understanding
 Innovation as a marketing device
 Paid...
Tasks for next this week
 Find a media organisations online, multi-
platform presence
 Produce a 10 minute presentation:...
Social Media: Things
sometimes go wrong
 Twitter hashtags
 The deletedTweet, and standard apology
 Bad twitter etiquett...
So, are we comfortable?
Data
Two reasons for the importance of
data are:
An increase inWeb usage which
strengthens the internet’s role in
providin...
Key principles
 What data offers to marketers
 What kinds of data can you
access, and where from
 Strategising with dat...
Analytics:
social and web
 Last week we looked at
howTwitter offers
commercialised services
 Part of this wasTwitter
Ana...
Touring Google Analytics
 Search on traffic stats, dwell times
and bounce-rates
 Establish popular pages
 View real tim...
Touring Facebook
 Facebook pages offer useful
interaction data, which includes:
 Reach
 Clicks
 Likes, comments and sh...
Next week:
The Long Tail and Content Marketing
Beyond:
Journalists as brands
Content marketing
Marketing plans
Mobile
Next week’s reading
 The LongTail – Chris Anderson
 Anything byTapscott (see reading list)
Flickr
 r2hox - data.path Ryoji.ikeda – 4

 Bev Goodwin – Milk Today

 Ezu – the perfect software architect

 flick...
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Lecture 7 marketing data - final

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Transcript of "Lecture 7 marketing data - final"

  1. 1. SOCIAL MEDIA CONTINUED AND MARKETING DATA Jn2702
  2. 2. Plan for today  Complete some of the social media overview we began last week  Look at editorial and marketing data  Consider the impact of data  Consider the opportunities to market with data  How to collect data (data sources)
  3. 3. Housekeeping  Web 2.0-style notes: update  Assignment One due MARCH 28TH  BASIC:You’ll need to engage with some of the reading list, and material from beyond the reading list  Lecture/workshop on 27th will be changed to a drop in session
  4. 4. Recap: last week  Profile relevance in the digital age  Audience understanding  Innovation as a marketing device  Paid ads and Google ad networks  Catering to a digital demographic  The potential uses of social media (Twitter and Instagram)  Spanning multiple devices
  5. 5. Tasks for next this 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?
  6. 6. Social Media: Things sometimes go wrong  Twitter hashtags  The deletedTweet, and standard apology  Bad twitter etiquette – rentokil  Mis-managing community  Bad ad PR  Instagram’s mis-judged ad terms and conditions, audience response, and then apology
  7. 7. So, are we comfortable?
  8. 8. Data Two reasons for the importance of data are: An increase inWeb usage which strengthens the internet’s role in providing recommendations and preparing consumers to make purchases and recommendations Developments in targeted advertising formats and techniques which help shape more communicative and relevant online campaigns” Measuring the Effectiveness of Advertising - PwC
  9. 9. Key principles  What data offers to marketers  What kinds of data can you access, and where from  Strategising with data  Realtime data marketing  Big Data and associated challenges
  10. 10. Analytics: social and web  Last week we looked at howTwitter offers commercialised services  Part of this wasTwitter Analytics  Analytics are a central part of online existence  Real time reports
  11. 11. Touring Google Analytics  Search on traffic stats, dwell times and bounce-rates  Establish popular pages  View real time data  Know the location of your users  What devices your users are using to access your site  Establish which websites and social networks are referring traffic to you  Set a range of social, commercial and traffic goals and monitor their success  Monitor the success of adwords campaigns and other commercial activity
  12. 12. Touring Facebook  Facebook pages offer useful interaction data, which includes:  Reach  Clicks  Likes, comments and shares  Related pages  Popular elements of a Facebook page  Popular posts  Geographic reach  And managing paid ad campaigns
  13. 13. Next week: The Long Tail and Content Marketing Beyond: Journalists as brands Content marketing Marketing plans Mobile
  14. 14. Next week’s reading  The LongTail – Chris Anderson  Anything byTapscott (see reading list)
  15. 15. Flickr  r2hox - data.path Ryoji.ikeda – 4   Bev Goodwin – Milk Today   Ezu – the perfect software architect   flickkerphotos – Blue whale size   Kirsty S – Housekeeping DVDs   Todd Huffman – Data?   CarlosPacheco – Google Maps House in the Google Village 2012  kudumomo – Facebook flipflop   Anne Ruthmann – our 3am airport-café-chair-crash-slump   mompl – Commander Data auf Außenmission
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