MKTG – 7546 Marketing in a Digital Environment | University of MemphisProfessorBrey.com
Mid-Term Angst    MKTG – 7546 Marketing in a Digital Environment | University of Memphis2    ProfessorBrey.com
The Social Profile                                          • ExactTarget Research                                        ...
• Astroturfing – synthetic grassroots  effort, false campaigning to  generate buzz, visibility and WOM• Tastemaker – influ...
Tools & Measurement                                          • Know Your Followers                                        ...
• Addict-o-Matic• Who is Kony• I made the Like Button    MKTG – 7546 Marketing in a Digital Environment | University of Me...
/user/TheProfessorBrey                                                                             /in/professorbrey      ...
Value of Research• Ability/willingness to act on data• Information accuracy• Level of indecisiveness that would exist with...
Data CollectionQualitative                                                                  Quantitative• Focus groups    ...
Types of Market/ing Research• Ad Tracking      – Performance for brand awareness, preference, or        usage• Advertiseme...
Types of Market/ing Research• Brand Equity      – How favorably do consumer view the brand• Brand Association      – What ...
Types of Market/ing Research• Brand Name Testing      – What do consumers feel about product names• Brand Tracking      – ...
Types of Market/ing Research• Competitive Analysis      – Competitive intelligence and market perceptions        of compet...
Types of Market/ing Research• Copy Testing      – Predicts in-market performance of an ad before by        measuring atten...
Types of Market/ing Research• Marketing Effectiveness      – Measuring results to determine effectiveness of        indivi...
Types of Market/ing Research• Positioning      – How does the consumer see the brand versus the        competitors• Price ...
Types of Market/ing Research• Product Feature      – Assessing the value of specific features and the        corresponding...
MKTG – 7546 Marketing in a Digital Environment | University of Memphis18     ProfessorBrey.com
Issues With Online Research• Impacts by non-serious or malicious  participants• Internet samples are not representative• I...
Database Data• Internal Data      – Accounting, customer service, sales, research and MIS        departments• Fulfillment ...
Database Data• Contact Data      – Name, number address etc.• Enhancement Data      – Compiled Data – demographic/psychogr...
Types of Internet Market/ing Research• Commercial Eye Tracking      – Examine advertisements, package designs by analyzing...
MKTG – 7546 Marketing in a Digital Environment | University of Memphis23     ProfessorBrey.com
• The Real Cost of Social Media                          • Killing it in Social Media                          • Building ...
- Social Media Research Foundation     MKTG – 7546 Marketing in a Digital Environment | University of Memphis25     Profes...
Digital Anthropology (ist)• The study of humankind, the comparative  study of human societies and cultures and  their deve...
Digital Psychology (ist)• Study of the mind, occurring from the mind  and behavior. To understand  perception, cognition, ...
Enterprise Infodemiology (ologist)• The emerging science of distribution and  determinants of information in an electronic...
Theories of             Personality• Personality + Social Networks = The Same  Persona (Eric Brey)• Personality + Social N...
Social Data      Evident                                      Conditional                Contextual                       ...
•    Age•    Gender•    Race•    Income•    Education                                     Demographic                     ...
• Product conversations• Measures and  attributes• Conversation types                                  Brand/Product      ...
•    Personality•    Values•    Attitude•    Interests•    Lifestyles                                   Psychographic     ...
• Actions• Activities• Leading indicator for  intentions                                          Behavioral              ...
•    Ratings•    Reviews•    Non-Verbal gestures•    Rewards                                             Referrals        ...
•    Reach•    Shares•    Generational sharing•    Conversions•    Clicks                                                S...
•    Physical presence•    Context to conversation•    Localization of data•    Opinions                                  ...
•    Desired state•    Desired product•    Planned activities•    Planned events                                          ...
Service                                        Derived                               Disclosed                            ...
Social Media Data• Service Data      – Data you give networking sites (i.e., name)• Disclosed Data      – Information that...
Social Media Data• Incidental Data      – What other’s post about you (i.e., what others        say)• Behavioral Data     ...
Listening Tools•    80legs                                                                   •   Kapow•    Beevolve       ...
The Data                                     A Tweet of Information     MKTG – 7546 Marketing in a Digital Environment | U...
Social Graph Impacts• Like vs. click differences     MKTG – 7546 Marketing in a Digital Environment | University of Memphi...
Business Intelligence Delivery• Demographics      – Significant demographic groups’ discussions• Sentiment      – Positive...
Business Intelligence Delivery• Measurement      – Impact of campaigns or current initiatives• Comparison      – Comparing...
Privacy Concerns                                                   Legal Profiling     MKTG – 7546 Marketing in a Digital ...
MKTG – 7546 Marketing in a Digital Environment | University of Memphis48     ProfessorBrey.com
Blogging Success• Raw Author Contribution      – Posts per month = # posts / # months posting      – Content created = # o...
Blogging Success• Citations and Ripple Index      – Technorati Authority (index of links)      – Tweet Citations (number o...
Twitter Success• Engagement      – Diversity of group and message participation• Reach      – How far has information spre...
• Job applications received                          • Employees reached                          • Attendance generated a...
• Media Mix Model                                – Understanding the numbers and the                                  data...
NEXT WEEK• Kaushik, Chapter 10• Commerce Trends Report 2011                     Take a closer look at social commerce and ...
@professorbrey                  /Professorbrey               /in/professorbrey   /user/TheProfessorBreyMKTG – 7546 Marketi...
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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 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
  • Digital Marketing Presentation – Digital & Social Media Research (MKTG-7546, Module 5)

    1. 1. MKTG – 7546 Marketing in a Digital Environment | University of MemphisProfessorBrey.com
    2. 2. Mid-Term Angst MKTG – 7546 Marketing in a Digital Environment | University of Memphis2 ProfessorBrey.com
    3. 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. 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. 5. Tools & Measurement • Know Your Followers • How Sociable • Twiangulate MKTG – 7546 Marketing in a Digital Environment | University of Memphis5 ProfessorBrey.com
    6. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 18. MKTG – 7546 Marketing in a Digital Environment | University of Memphis18 ProfessorBrey.com
    19. 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. 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. 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. 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. 23. MKTG – 7546 Marketing in a Digital Environment | University of Memphis23 ProfessorBrey.com
    24. 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. 25. - Social Media Research Foundation MKTG – 7546 Marketing in a Digital Environment | University of Memphis25 ProfessorBrey.com
    26. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 43. The Data A Tweet of Information MKTG – 7546 Marketing in a Digital Environment | University of Memphis43 ProfessorBrey.com
    44. 44. Social Graph Impacts• Like vs. click differences MKTG – 7546 Marketing in a Digital Environment | University of Memphis44 ProfessorBrey.com
    45. 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. 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. 47. Privacy Concerns Legal Profiling MKTG – 7546 Marketing in a Digital Environment | University of Memphis47 ProfessorBrey.com
    48. 48. MKTG – 7546 Marketing in a Digital Environment | University of Memphis48 ProfessorBrey.com
    49. 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. 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. 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. 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. 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. 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. 55. @professorbrey /Professorbrey /in/professorbrey /user/TheProfessorBreyMKTG – 7546 Marketing in a Digital Environment | University of MemphisProfessorBrey.com
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