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Digital Marketing Presentation – Digital & Social Media Research (MKTG-7546, Module 5)

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Digital & Social Media Research (Module 5) presentation for the MKTG-7546 Digital Marketing MBA class at the University of Memphis. To learn more about the course and higher-level insights into …

Digital & Social Media Research (Module 5) presentation for the MKTG-7546 Digital Marketing MBA 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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  • Interesting picture from life or online, in general
  • Closing thought integration & After the Class
  • Discussion of whitepaper
  • Terminology and definition slides – social & internet
  • Social media & internet measurement tools
  • Tweets and topics of interest
  • General Marketing
  • General Marketing
  • Internet Marketing
  • Social Media & Internet Statistics
  • Social Commerce
  • These are key thoughts that was included from the Groundswell book
  • These are key thoughts that was included from the Groundswell book
  • Equations and metrics (social & internet)
  • Case study application (Big South Spice Company)
  • Next week materials that are due
  • When your awake tonight, think about… are what Google & Facebook considered ethical
  • Transcript

    • 1. MKTG – 7546 Marketing in a Digital Environment | University of MemphisProfessorBrey.com
    • 2. Mid-Term Angst MKTG – 7546 Marketing in a Digital Environment | University of Memphis2 ProfessorBrey.com
    • 3. The Social Profile • ExactTarget Research • Are you Business First or Enthusiast • News Junkie to Social Butterfly MKTG – 7546 Marketing in a Digital Environment | University of Memphis3 ProfessorBrey.com
    • 4. • Astroturfing – synthetic grassroots effort, false campaigning to generate buzz, visibility and WOM• Tastemaker – influencer or trendsetter within their sphere or social graph• Social graph – your network of friends Social Terminology Today MKTG – 7546 Marketing in a Digital Environment | University of Memphis 4 ProfessorBrey.com
    • 5. Tools & Measurement • Know Your Followers • How Sociable • Twiangulate MKTG – 7546 Marketing in a Digital Environment | University of Memphis5 ProfessorBrey.com
    • 6. • Addict-o-Matic• Who is Kony• I made the Like Button MKTG – 7546 Marketing in a Digital Environment | University of Memphis6 ProfessorBrey.com
    • 7. /user/TheProfessorBrey /in/professorbrey /Professorbrey @professorbrey MKTG-7546 Marketing in a Digital Environment MODULE 5 – FLIP THE FUNNEL RESEARCH MKTG – 7546 Marketing in a Digital Environment | University of Memphis7 ProfessorBrey.com
    • 8. Value of Research• Ability/willingness to act on data• Information accuracy• Level of indecisiveness that would exist without• Amount of potential variation• Level of risk aversion• Reaction of competitors to any decision improved by information• Cost of information (time x money) MKTG – 7546 Marketing in a Digital Environment | University of Memphis8 ProfessorBrey.com
    • 9. Data CollectionQualitative Quantitative• Focus groups • Telephone interviews• In-depth interviews • Mail surveys• Paired, in-depth interviews • Online sources (e-mail)• Advisory panels • Electronic surveys• Commentary • Real time data collection – User groups MKTG – 7546 Marketing in a Digital Environment | University of Memphis9 ProfessorBrey.com
    • 10. Types of Market/ing Research• Ad Tracking – Performance for brand awareness, preference, or usage• Advertisement Concepts – Checking reaction to advertisement materials• Adverting Research – Effectiveness for any medium, focus on Attention Tracking MKTG – 7546 Marketing in a Digital Environment | University of Memphis10 ProfessorBrey.com
    • 11. Types of Market/ing Research• Brand Equity – How favorably do consumer view the brand• Brand Association – What do consumers associate with the brand• Brand Attribute Research – What are the key traits that describe the brand promise MKTG – 7546 Marketing in a Digital Environment | University of Memphis11 ProfessorBrey.com
    • 12. Types of Market/ing Research• Brand Name Testing – What do consumers feel about product names• Brand Tracking – Measures changes in the market over time• Concept Testing/Test Marketing – Test the acceptance of a concept by target markets MKTG – 7546 Marketing in a Digital Environment | University of Memphis12 ProfessorBrey.com
    • 13. Types of Market/ing Research• Competitive Analysis – Competitive intelligence and market perceptions of competitors• Coolhunting – Make observations and predictions in changes such as lifestyle and fashion• Buyer Decision Processes – Determine what motivates people to buy and what process they use MKTG – 7546 Marketing in a Digital Environment | University of Memphis13 ProfessorBrey.com
    • 14. Types of Market/ing Research• Copy Testing – Predicts in-market performance of an ad before by measuring attention, brand linkage and motivation• Customer Satisfaction Research – Quant/Qual studies that yields understanding of satisfaction• Demand Estimation – Determine the approximate level of demand for a product• Distribution Channel Audits – Assess distributors/retailers attitude toward a product MKTG – 7546 Marketing in a Digital Environment | University of Memphis14 ProfessorBrey.com
    • 15. Types of Market/ing Research• Marketing Effectiveness – Measuring results to determine effectiveness of individual activities• Mystery Shopping – Anonymous shopping of a product or service• Packaging and Design – Sensation transference of packaging to the product MKTG – 7546 Marketing in a Digital Environment | University of Memphis15 ProfessorBrey.com
    • 16. Types of Market/ing Research• Positioning – How does the consumer see the brand versus the competitors• Price Elasticity – Determine how sensitive customers are to price change• Sales Forecasting – Determine the expected level of sales given the demand MKTG – 7546 Marketing in a Digital Environment | University of Memphis16 ProfessorBrey.com
    • 17. Types of Market/ing Research• Product Feature – Assessing the value of specific features and the corresponding trade-off of price• Segmentation Research – Determine the characteristics of consumers• Online Panel – Group of individuals who said yes to online research MKTG – 7546 Marketing in a Digital Environment | University of Memphis17 ProfessorBrey.com
    • 18. MKTG – 7546 Marketing in a Digital Environment | University of Memphis18 ProfessorBrey.com
    • 19. Issues With Online Research• Impacts by non-serious or malicious participants• Internet samples are not representative• Internet samples do not represent those in nonline environments• Ethical safeguards are removed in online environments• Findings may provide doubtful findings to those who utilize the information MKTG – 7546 Marketing in a Digital Environment | University of Memphis19 ProfessorBrey.com
    • 20. Database Data• Internal Data – Accounting, customer service, sales, research and MIS departments• Fulfillment Data – Transactional level data• Marketing data – Recency – customers’ last promo, order, payment – Frequency – total number of promo, order, payment – Monetary – total dollar value of the above MKTG – 7546 Marketing in a Digital Environment | University of Memphis20 ProfessorBrey.com
    • 21. Database Data• Contact Data – Name, number address etc.• Enhancement Data – Compiled Data – demographic/psychographic information about ‘other’ consumer attributes – Census Data – what do you want to know from block groups or census tracts – Modeled Data – statistical data analysis to classify on patterns (ex. PRIZM) MKTG – 7546 Marketing in a Digital Environment | University of Memphis21 ProfessorBrey.com
    • 22. Types of Internet Market/ing Research• Commercial Eye Tracking – Examine advertisements, package designs by analyzing visual behavior• Internet Strategic Intelligence – Collecting free opinions of online information• Software Interface – Assess the overall concept of the system (from old skool to new age)• Viral Marketing Research – Estimate the probability of communication transmittal via social networks• Website evaluation – Website evaluation features are considered very important MKTG – 7546 Marketing in a Digital Environment | University of Memphis22 ProfessorBrey.com
    • 23. MKTG – 7546 Marketing in a Digital Environment | University of Memphis23 ProfessorBrey.com
    • 24. • The Real Cost of Social Media • Killing it in Social Media • Building a Social Media Empire Statistics & Numbers MKTG – 7546 Marketing in a Digital Environment | University of Memphis24 ProfessorBrey.com
    • 25. - Social Media Research Foundation MKTG – 7546 Marketing in a Digital Environment | University of Memphis25 ProfessorBrey.com
    • 26. Digital Anthropology (ist)• The study of humankind, the comparative study of human societies and cultures and their development by examining physical and cultural development, technological characteristics, customers and beliefs as transferred to a digital environment. MKTG – 7546 Marketing in a Digital Environment | University of Memphis26 ProfessorBrey.com
    • 27. Digital Psychology (ist)• Study of the mind, occurring from the mind and behavior. To understand perception, cognition, attention, emotion, mo tivation, personality, and interpersonal relationships as related to the digital environment. MKTG – 7546 Marketing in a Digital Environment | University of Memphis27 ProfessorBrey.com
    • 28. Enterprise Infodemiology (ologist)• The emerging science of distribution and determinants of information in an electronic medium with the ultimate goal to inform enterprises and organizations of their online identity and consumer sentiment. -Adopted from Gunther Eysenbach MKTG – 7546 Marketing in a Digital Environment | University of Memphis28 ProfessorBrey.com
    • 29. Theories of Personality• Personality + Social Networks = The Same Persona (Eric Brey)• Personality + Social Networks = A Different Persona (SnuggleBunny69)• Personality + Social Networks = A New Variation of Self (Professor Brey) MKTG – 7546 Marketing in a Digital Environment | University of Memphis29 ProfessorBrey.com
    • 30. Social Data Evident Conditional Contextual Psychographic Demographic Location Behavioral Referrals Brand/Product Intention Sharing MKTG – 7546 Marketing in a Digital Environment | University of Memphis30 ProfessorBrey.com
    • 31. • Age• Gender• Race• Income• Education Demographic • Broad generalizations • Not all complete • Base layer of information MKTG – 7546 Marketing in a Digital Environment | University of Memphis31 ProfessorBrey.com
    • 32. • Product conversations• Measures and attributes• Conversation types Brand/Product • Customer perspectives • Consumer feedback • Development launches and content strategy MKTG – 7546 Marketing in a Digital Environment | University of Memphis32 ProfessorBrey.com
    • 33. • Personality• Values• Attitude• Interests• Lifestyles Psychographic • Targeted outreach • Self-reporting information • Understand needs, wants and expectations MKTG – 7546 Marketing in a Digital Environment | University of Memphis33 ProfessorBrey.com
    • 34. • Actions• Activities• Leading indicator for intentions Behavioral • Targeted segmentation • Deeper, fundamental relationships MKTG – 7546 Marketing in a Digital Environment | University of Memphis34 ProfessorBrey.com
    • 35. • Ratings• Reviews• Non-Verbal gestures• Rewards Referrals • Brand promoters and detractors • Insights into important products and services MKTG – 7546 Marketing in a Digital Environment | University of Memphis35 ProfessorBrey.com
    • 36. • Reach• Shares• Generational sharing• Conversions• Clicks Sharing • Brand advocates • Content travel • Generational sharing • WOM understanding MKTG – 7546 Marketing in a Digital Environment | University of Memphis36 ProfessorBrey.com
    • 37. • Physical presence• Context to conversation• Localization of data• Opinions Location • Trigger events • Identify intent • Offline experiences through behavior patterns MKTG – 7546 Marketing in a Digital Environment | University of Memphis37 ProfessorBrey.com
    • 38. • Desired state• Desired product• Planned activities• Planned events Intention • Wants • Desires • Needs • Least accurate data source MKTG – 7546 Marketing in a Digital Environment | University of Memphis38 ProfessorBrey.com
    • 39. Service Derived Disclosed Data Types Behavioral Entrusted Incidental Social Networking Data MKTG – 7546 Marketing in a Digital Environment | University of Memphis39 ProfessorBrey.com
    • 40. Social Media Data• Service Data – Data you give networking sites (i.e., name)• Disclosed Data – Information that you post (i.e., messages)• Entrusted Data – What you post on other people’s wall (i.e., uncontrolled messages) MKTG – 7546 Marketing in a Digital Environment | University of Memphis40 ProfessorBrey.com
    • 41. Social Media Data• Incidental Data – What other’s post about you (i.e., what others say)• Behavioral Data – Data that is collected about habits (i.e., Facebook likes)• Derived Data – If your friends identify as such, you do to (i.e., all my friends are Packer fans, so…. MKTG – 7546 Marketing in a Digital Environment | University of Memphis41 ProfessorBrey.com
    • 42. Listening Tools• 80legs • Kapow• Beevolve • Moreover• Collective Intellect • Omgili (sample)• Context Voice • Samepoint• Cyber Alert • SocialMention• DataSift • Spinn3r• Dow Jones • Superfeedr• Boardreader • Trendiction• Gnip • Twingly MKTG – 7546 Marketing in a Digital Environment | University of Memphis42 ProfessorBrey.com
    • 43. The Data A Tweet of Information MKTG – 7546 Marketing in a Digital Environment | University of Memphis43 ProfessorBrey.com
    • 44. Social Graph Impacts• Like vs. click differences MKTG – 7546 Marketing in a Digital Environment | University of Memphis44 ProfessorBrey.com
    • 45. Business Intelligence Delivery• Demographics – Significant demographic groups’ discussions• Sentiment – Positive and negative opinions• Crisis Management – Global monitoring of conversations• Influencer Identification – Those who wield the power MKTG – 7546 Marketing in a Digital Environment | University of Memphis45 ProfessorBrey.com
    • 46. Business Intelligence Delivery• Measurement – Impact of campaigns or current initiatives• Comparison – Comparing across brands and within/against demographics• Engagement – Impacts of social engagement on the bottom line MKTG – 7546 Marketing in a Digital Environment | University of Memphis46 ProfessorBrey.com
    • 47. Privacy Concerns Legal Profiling MKTG – 7546 Marketing in a Digital Environment | University of Memphis47 ProfessorBrey.com
    • 48. MKTG – 7546 Marketing in a Digital Environment | University of Memphis48 ProfessorBrey.com
    • 49. Blogging Success• Raw Author Contribution – Posts per month = # posts / # months posting – Content created = # of words posts / # of posts• Holistic Audience Growth – RSS feeders (subscribers vs. reach)• Conversation Rate – Conversation rate = # of visitor comments / # posts MKTG – 7546 Marketing in a Digital Environment | University of Memphis49 ProfessorBrey.com
    • 50. Blogging Success• Citations and Ripple Index – Technorati Authority (index of links) – Tweet Citations (number of people tweeting)• Cost of blogging – Technology – Time – Opportunity cost MKTG – 7546 Marketing in a Digital Environment | University of Memphis50 ProfessorBrey.com
    • 51. Twitter Success• Engagement – Diversity of group and message participation• Reach – How far has information spread• Velocity – How likely and who retweets (new vs. old)• Demand – How many people followed to build your network• Network Strength – How influential is your following• Activity – Are you effective at driving new followers, too often/minimally MKTG – 7546 Marketing in a Digital Environment | University of Memphis51 ProfessorBrey.com
    • 52. • Job applications received • Employees reached • Attendance generated at in-person events • Responses to socially posted events • Change in market shareBack to Basic Measurement MKTG – 7546 Marketing in a Digital Environment | University of Memphis52 ProfessorBrey.com
    • 53. • Media Mix Model – Understanding the numbers and the data to create the right mix – Applying internet marketing data – Reality 2.0: Going beyond the social media explosion Web Marketing Model MKTG – 7546 Marketing in a Digital Environment | University of Memphis53 ProfessorBrey.com
    • 54. NEXT WEEK• Kaushik, Chapter 10• Commerce Trends Report 2011 Take a closer look at social commerce and what it means for the future of social media – what are your thoughts? MKTG – 7546 Marketing in a Digital Environment | University of Memphis54 ProfessorBrey.com
    • 55. @professorbrey /Professorbrey /in/professorbrey /user/TheProfessorBreyMKTG – 7546 Marketing in a Digital Environment | University of MemphisProfessorBrey.com