MKTG – 7546 Marketing in a Digital Environment | University of MemphisProfessorBrey.com
360i: Social Commerce Playbook                                          1.        Social commerce = influence             ...
360i: Social Commerce PlaybookAttention                   Interest                       Search                Action     ...
• Microlistening     – Identifying nuances from social       commentary and text analytics to       drive decisions• Socia...
Tools & Measurement                                          • Spy                                          • Archivist   ...
• Project Dreamcatcher• Causes.com• Super Bowl Command  Center    MKTG – 7546 Marketing in a Digital Environment | Univers...
/user/TheProfessorBrey                                                                             /in/professorbrey      ...
Marketing Funnel                                                                              Awareness                   ...
Marketing Mix    MKTG – 7546 Marketing in a Digital Environment | University of Memphis9    ProfessorBrey.com
Product Decisions•    Functionality•    Appearance•    Quality•    Packaging•    Brand•    Service and support     MKTG – ...
Price Considerations•    Profit•    Sales•    Competition•    Allowances•    Financing     MKTG – 7546 Marketing in a Digi...
Promotion Considerations•    Advertising•    Public Relations•    Personal Sales•    Sales Promotion•    Message•    Media...
Place Considerations•    Channels•    Coverage•    Locations•    Logistics•    Service levels     MKTG – 7546 Marketing in...
Consumer Mix     MKTG – 7546 Marketing in a Digital Environment | University of Memphis14     ProfessorBrey.com
MKTG – 7546 Marketing in a Digital Environment | University of Memphis15     ProfessorBrey.com
Digital Marketing Funnel                                                                              Awareness           ...
Digital Marketing Funnel                                                                    • Awareness                   ...
Digital Marketing Funnel                                                                    • Satisfaction                ...
Internet Marketing• Display Advertising      – Banner ads, video ads, and overlays      – 31% go unseen, under 17 is 100%•...
Internet Marketing• Search engine optimization      – Keyword research, on-page optimization, link building      – 42% cli...
Internet Marketing• Referral marketing      – Purchase-process simplification, click-through rate        improvements     ...
MKTG – 7546 Marketing in a Digital Environment | University of Memphis22     ProfessorBrey.com
• Fan Page Flow                                                 – From people to activities                               ...
Propagate                                              Profiles                   Progress                                ...
MKTG – 7546 Marketing in a Digital Environment | University of Memphis25     ProfessorBrey.com
Publish Tools• Blogs      – Wordpress to Wetpaint• Microblog      – Twitter• Wikis      – Wikipedia• Social stream service...
Publish ToolsReasoning                                                                     Business Applications• Share kn...
Share Tools• Videos      – YouTube to Vimeo• Photos      – Flickr to Picasa• Links      – Delicious to Digg• Music      – ...
Share ToolsReasoning                                                                     Business Applications• People don...
Discuss Tools• Bulletin boards      – bbPress to Gravity• Comments      – CoComment to Backtype• Social Search      – Quor...
Discuss ToolsReasoning                                                                     Business Applications• Creating...
Commerce Tools• Customer Reviews      – TripIt to PowerReviews• Collaborative feedback      – Uservoice to GetSatisfaction...
Commerce ToolsReasoning                                                                     Business Applications• Create ...
Location Tools• Social location platforms      – Foursquare to Gowalla• Local social networks      – Loopt and Whrrl• Mobi...
Location ToolsReasoning                                                                     Business Applications• Humaniz...
Network Tools• Personal social network      – MyLIfe to Badoo• Professional social network      – LinkedIn and Plaxo• Soci...
Network ToolsReasoning                                                                     Business Applications• Connect,...
Gamer Tools• Casual gaming      – Pogo to Playfirst• Social gaming      – Zynga to Playfish• Mobile gaming      – OpenFein...
Games ToolsReasoning                                                                     Business Applications• Market-spe...
MKTG – 7546 Marketing in a Digital Environment | University of Memphis40     ProfessorBrey.com
MKTG – 7546 Marketing in a Digital Environment | University of Memphis41     ProfessorBrey.com
Critical Metrics• Visits and visitors      – Awareness• Time on page and site      – Time to ‘soak it all in’• Bounce rate...
Four Attributes• Uncomplex      – Not everyone understands• Relevant      – Does it make sense• Timely      – Quick turnar...
• Bottom line demystification• Click density analysis• Customer behavior  aggregates• SEO Analysis        Practical Measur...
•     Buzz by category/topic                          •     Shift in buzz over time                          •     Buzz by...
• Social Media Medium and  Consultant Selection                                             ©     Social Technologies Tool...
• Listening to Learning                        • Social Media Personality                        • External Forces        ...
• Your industry• Your company• Tools of the trade• Outlet selection           Select Your Social Media Outlets     MKTG – ...
Trends Assessment                                           • Where does everyone currently                               ...
NEXT WEEK• Kaushik, Chapter 5• Kauchik, Chapter 6• 30 Ideas for Your 2012 Social Media Plan                     White Pape...
@professorbrey                  /Professorbrey               /in/professorbrey   /user/TheProfessorBreyMKTG – 7546 Marketi...
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Digital Marketing Presentation – Channels and Online Landscape (MKTG-7546, Module 1)

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Channels and Online Landscape (Module 2) presentation for the MKTG-7546 Digital Marketing class at the University of Memphis. To learn more about the course and higher-level insights into social technology strategies for business, visit ProfessorBrey.com.

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  • Social Commerce
  • Social Commerce
  • Social Commerce
  • Social Commerce
  • Social Commerce
  • Digital Marketing Presentation – Channels and Online Landscape (MKTG-7546, Module 1)

    1. 1. MKTG – 7546 Marketing in a Digital Environment | University of MemphisProfessorBrey.com
    2. 2. 360i: Social Commerce Playbook 1. Social commerce = influence 2. 2015 = $30 billion 3. Social shopping isn’t shopping 4. Reviews are for reassurance purposes (57% more likely purchase with 25% higher value) MKTG – 7546 Marketing in a Digital Environment | University of Memphis2 ProfessorBrey.com
    3. 3. 360i: Social Commerce PlaybookAttention Interest Search Action Share Psychological Change Action (active) (passive) MKTG – 7546 Marketing in a Digital Environment | University of Memphis 3 ProfessorBrey.com
    4. 4. • Microlistening – Identifying nuances from social commentary and text analytics to drive decisions• Social Capital – Reputation and authority gained through participation, engagement, contributions, and paying it forward Today’s Terminology MKTG – 7546 Marketing in a Digital Environment | University of Memphis 4 ProfessorBrey.com
    5. 5. Tools & Measurement • Spy • Archivist • Facebook Insights MKTG – 7546 Marketing in a Digital Environment | University of Memphis5 ProfessorBrey.com
    6. 6. • Project Dreamcatcher• Causes.com• Super Bowl Command Center MKTG – 7546 Marketing in a Digital Environment | University of Memphis6 ProfessorBrey.com
    7. 7. /user/TheProfessorBrey /in/professorbrey /Professorbrey @professorbrey MKTG – 7546 Marketing in a Digital Environment CHANNEL APPROPRIATENESS & ONLINE LANDSCAPE MKTG – 7546 Marketing in a Digital Environment | University of Memphis7 ProfessorBrey.com
    8. 8. Marketing Funnel Awareness Consideration Conversion Loyalty Advocacy MKTG – 7546 Marketing in a Digital Environment | University of Memphis8 ProfessorBrey.com
    9. 9. Marketing Mix MKTG – 7546 Marketing in a Digital Environment | University of Memphis9 ProfessorBrey.com
    10. 10. Product Decisions• Functionality• Appearance• Quality• Packaging• Brand• Service and support MKTG – 7546 Marketing in a Digital Environment | University of Memphis10 ProfessorBrey.com
    11. 11. Price Considerations• Profit• Sales• Competition• Allowances• Financing MKTG – 7546 Marketing in a Digital Environment | University of Memphis11 ProfessorBrey.com
    12. 12. Promotion Considerations• Advertising• Public Relations• Personal Sales• Sales Promotion• Message• Media• Budget MKTG – 7546 Marketing in a Digital Environment | University of Memphis12 ProfessorBrey.com
    13. 13. Place Considerations• Channels• Coverage• Locations• Logistics• Service levels MKTG – 7546 Marketing in a Digital Environment | University of Memphis13 ProfessorBrey.com
    14. 14. Consumer Mix MKTG – 7546 Marketing in a Digital Environment | University of Memphis14 ProfessorBrey.com
    15. 15. MKTG – 7546 Marketing in a Digital Environment | University of Memphis15 ProfessorBrey.com
    16. 16. Digital Marketing Funnel Awareness Visitors Interaction Research Sales Customer Satisfaction Loyalty Engagement Life-Time Value Advocacy MKTG – 7546 Marketing in a Digital Environment | University of Memphis16 ProfessorBrey.com
    17. 17. Digital Marketing Funnel • Awareness – Product viability Awareness • Visitors Visitors – Site examination Interaction • Interaction Research – At the product or company level Sales • Research Customer – External site review • Sales – Product or service exchanged for compensation MKTG – 7546 Marketing in a Digital Environment | University of Memphis17 ProfessorBrey.com
    18. 18. Digital Marketing Funnel • Satisfaction – Needs are met, experience requirements met Customer • Loyalty Satisfaction (Behavioral/Attitudinal) – Multiple purchases Loyalty • Engagement Engagement – Organization directive Belonging • Belonging Advocacy – A product/service subculture • Advocacy – Selling done easy – the customer does it! MKTG – 7546 Marketing in a Digital Environment | University of Memphis18 ProfessorBrey.com
    19. 19. Internet Marketing• Display Advertising – Banner ads, video ads, and overlays – 31% go unseen, under 17 is 100%• Display advertising marketing – Google Adwords, Yahoo Search Marketing – 89% of traffic would not come from organic search – Used for high profit margins, replacement factor is low and value of organic clicks are low (Google) MKTG – 7546 Marketing in a Digital Environment | University of Memphis19 ProfessorBrey.com
    20. 20. Internet Marketing• Search engine optimization – Keyword research, on-page optimization, link building – 42% click first result, 62% click on first page, 77% prefer organic results, 40% report 500% ROI (Intraspin.com)• Email Marketing – Email newsletters, brand building emails, conversion- focused emails – Ratio return of $44.52:1, 39.4% view most powerful, 63% increase their overall spend (mailermailer.com) MKTG – 7546 Marketing in a Digital Environment | University of Memphis20 ProfessorBrey.com
    21. 21. Internet Marketing• Referral marketing – Purchase-process simplification, click-through rate improvements – 65% of business comes from referrals, 4x more likely to purchase than other means (NYTimes & Nielsen)• Affiliate marketing – Commission junction, in-house affiliation – 50% are new to the business, minimal profits MKTG – 7546 Marketing in a Digital Environment | University of Memphis21 ProfessorBrey.com
    22. 22. MKTG – 7546 Marketing in a Digital Environment | University of Memphis22 ProfessorBrey.com
    23. 23. • Fan Page Flow – From people to activities • iStrategy Labs – Sex, Drugs & Rock n’ Roll? Social Media Statistics MKTG – 7546 Marketing in a Digital Environment | University of Memphis23 ProfessorBrey.com
    24. 24. Propagate Profiles Progress Produce Participate MKTG – 7546 Marketing in a Digital Environment | University of Memphis24 ProfessorBrey.com
    25. 25. MKTG – 7546 Marketing in a Digital Environment | University of Memphis25 ProfessorBrey.com
    26. 26. Publish Tools• Blogs – Wordpress to Wetpaint• Microblog – Twitter• Wikis – Wikipedia• Social stream services – Tumblr to FriendFeed MKTG – 7546 Marketing in a Digital Environment | University of Memphis26 ProfessorBrey.com
    27. 27. Publish ToolsReasoning Business Applications• Share knowledge and • Gizmodo as a place for expertise gadgets or gizmos• Regular communication • Wiki entries to create your• Informal means to connect online, collective position• To educate and inform • Twitter to engage and stakeholders service customers• Employee involvement and customer touches MKTG – 7546 Marketing in a Digital Environment | University of Memphis27 ProfessorBrey.com
    28. 28. Share Tools• Videos – YouTube to Vimeo• Photos – Flickr to Picasa• Links – Delicious to Digg• Music – Last to Spotify• Documents – Slideshare to Scribb MKTG – 7546 Marketing in a Digital Environment | University of Memphis28 ProfessorBrey.com
    29. 29. Share ToolsReasoning Business Applications• People don’t read when • Advertising on the right they CyberSlack networks with right content• Additional exposure and on or in videos tracking ability • Build greater relationships• The next form of with the brands through personalized entertainment outlets• Share what you have, create • Create branded channels a viral anything (notice this with consumer content presentation) MKTG – 7546 Marketing in a Digital Environment | University of Memphis29 ProfessorBrey.com
    30. 30. Discuss Tools• Bulletin boards – bbPress to Gravity• Comments – CoComment to Backtype• Social Search – Quora to Aardvark MKTG – 7546 Marketing in a Digital Environment | University of Memphis30 ProfessorBrey.com
    31. 31. Discuss ToolsReasoning Business Applications• Creating a community • Bring real-life into virtual within a community life and vice versa• Saving on the costs of • Share information based customer service other similar users (not just• Identifying relevant the business) resources based upon • Utilize human capital to interests and relationships become a field expert • Track comments across all websites MKTG – 7546 Marketing in a Digital Environment | University of Memphis31 ProfessorBrey.com
    32. 32. Commerce Tools• Customer Reviews – TripIt to PowerReviews• Collaborative feedback – Uservoice to GetSatisfaction• Recommendation – Weardrobe (Google) to Polyvore• Localized Coupons – Groupon to Living Social• Purchase Sharing Tools – Blippy and Swipely – ShopTab and Boosket MKTG – 7546 Marketing in a Digital Environment | University of Memphis32 ProfessorBrey.com
    33. 33. Commerce ToolsReasoning Business Applications• Create trust within the • Greater propensity to buy social market and buy more• Allows consumers to have a • Provide additional ideas for role in the business process consumer purchases• Create and drive awareness • The almighty Groupon as• Friend recommendations awareness (not revenue) drive 5x greater propensity • What someone else is to buy wearing, buying or traveling to (influence) MKTG – 7546 Marketing in a Digital Environment | University of Memphis33 ProfessorBrey.com
    34. 34. Location Tools• Social location platforms – Foursquare to Gowalla• Local social networks – Loopt and Whrrl• Mobile search networks – Mocospace• Events Sharing – Upcoming to Zvents MKTG – 7546 Marketing in a Digital Environment | University of Memphis34 ProfessorBrey.com
    35. 35. Location ToolsReasoning Business Applications• Humanization and • Billboards and business localization of the www deals• Reaching the youth in urban • Creation of a “tour of” for areas product interaction• Integration with each other • Let others know what,• Provide an outlet for people where and when is to be heard happening • Synergistic activities with collaborative businesses MKTG – 7546 Marketing in a Digital Environment | University of Memphis35 ProfessorBrey.com
    36. 36. Network Tools• Personal social network – MyLIfe to Badoo• Professional social network – LinkedIn and Plaxo• Social networks – Facebook, Myspace• Social network creation – Ning and Kickapps MKTG – 7546 Marketing in a Digital Environment | University of Memphis36 ProfessorBrey.com
    37. 37. Network ToolsReasoning Business Applications• Connect, connect and relate • Facebook fan pages• Reach the masses on their • Expertise showcase through social networks LinkedIn (B-2-B)• A social history, public and • Create an internal/external scrutinizing (Timeline) social network for• Demonstrate who you are collaboration co-creation and validate why you are (crowdsourcing) • Demonstrate openness to create a level of trust MKTG – 7546 Marketing in a Digital Environment | University of Memphis37 ProfessorBrey.com
    38. 38. Gamer Tools• Casual gaming – Pogo to Playfirst• Social gaming – Zynga to Playfish• Mobile gaming – OpenFeint and ngmoco• Virtual Worlds – Second life to Poptropica MKTG – 7546 Marketing in a Digital Environment | University of Memphis38 ProfessorBrey.com
    39. 39. Games ToolsReasoning Business Applications• Market-specific targeting • Testing in virtual life before• Social gaming is part of the rolling out to real life new workplace fabric • Field or industry specific• Creation of an additional gaming feature and goods community (brand relationships)• Targeted advertising to • Advertising or game-feature captured audience sponsors• Selling of virtual goods MKTG – 7546 Marketing in a Digital Environment | University of Memphis39 ProfessorBrey.com
    40. 40. MKTG – 7546 Marketing in a Digital Environment | University of Memphis40 ProfessorBrey.com
    41. 41. MKTG – 7546 Marketing in a Digital Environment | University of Memphis41 ProfessorBrey.com
    42. 42. Critical Metrics• Visits and visitors – Awareness• Time on page and site – Time to ‘soak it all in’• Bounce rate – That is the wrong answer• Exit rate – Where are we losing them• Conversion Rate – How many are doing what we want MKTG – 7546 Marketing in a Digital Environment | University of Memphis42 ProfessorBrey.com
    43. 43. Four Attributes• Uncomplex – Not everyone understands• Relevant – Does it make sense• Timely – Quick turnaround• Instantly useful – Fewer metrics but greater applicability MKTG – 7546 Marketing in a Digital Environment | University of Memphis43 ProfessorBrey.com
    44. 44. • Bottom line demystification• Click density analysis• Customer behavior aggregates• SEO Analysis Practical Measurement Solutions MKTG – 7546 Marketing in a Digital Environment | University of Memphis44 ProfessorBrey.com
    45. 45. • Buzz by category/topic • Shift in buzz over time • Buzz by time of day • Seasonality of buzz • Competitive buzz • Amount of buzz from impressions • Buzz by social channel Measuring Buzz MKTG – 7546 Marketing in a Digital Environment | University of Memphis45 ProfessorBrey.com
    46. 46. • Social Media Medium and Consultant Selection © Social Technologies Tool Selection MKTG – 7546 Marketing in a Digital Environment | University of Memphis46 ProfessorBrey.com
    47. 47. • Listening to Learning • Social Media Personality • External Forces • From Local Domination to Global Force • A Village Perspective Garrett Popcorn MKTG – 7546 Marketing in a Digital Environment | University of Memphis47 ProfessorBrey.com
    48. 48. • Your industry• Your company• Tools of the trade• Outlet selection Select Your Social Media Outlets MKTG – 7546 Marketing in a Digital Environment | University of Memphis48 ProfessorBrey.com
    49. 49. Trends Assessment • Where does everyone currently stand in their identification of trends? MKTG – 7546 Marketing in a Digital Environment | University of Memphis49 ProfessorBrey.com
    50. 50. NEXT WEEK• Kaushik, Chapter 5• Kauchik, Chapter 6• 30 Ideas for Your 2012 Social Media Plan White Paper: Come prepared to talk about your top idea and a potential application on Monday MKTG – 7546 Marketing in a Digital Environment | University of Memphis50 ProfessorBrey.com
    51. 51. @professorbrey /Professorbrey /in/professorbrey /user/TheProfessorBreyMKTG – 7546 Marketing in a Digital Environment | University of MemphisProfessorBrey.com
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