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MKTG – 7546 Marketing in a Digital Environment | University of MemphisProfessorBrey.com
MKTG – 7546 Marketing in a Digital Environment | University of Memphis2    ProfessorBrey.com
Social Terminology                                          • Authenticity: Describe the ‘real’                           ...
/user/TheProfessorBrey                                                                             /in/professorbrey      ...
IBM Folly    MKTG – 7546 Marketing in a Digital Environment | University of Memphis5    ProfessorBrey.com
Internet Marketing is a set of activities thatenable the acquisition of targeted Web trafficand the conversion of Web visi...
Typology•   Display advertising•   Search engine marketing•   Search engine optimization•   Email marketing•   Referral ma...
MKTG – 7546 Marketing in a Digital Environment | University of Memphis8    ProfessorBrey.com
PPC, CPC, PSM, OPP, DHS, ATV, CP3                                                                 Report, Analyze, Optimiz...
Accessibility                                                            and Usability                            Tagging ...
Email Marketing                     •List – Email - Report                       •Strategy & Objectives                   ...
MKTG – 7546 Marketing in a Digital Environment | University of Memphis12     ProfessorBrey.com
-Virginia Ginsburg     MKTG – 7546 Marketing in a Digital Environment | University of Memphis13     ProfessorBrey.com
Affiliate                 Relationship                                  Website Links                                  Adv...
-Rylan Claynes     MKTG – 7546 Marketing in a Digital Environment | University of Memphis15     ProfessorBrey.com
MKTG – 7546 Marketing in a Digital Environment | University of Memphis16     ProfessorBrey.com
• Why social media?     MKTG – 7546 Marketing in a Digital Environment | University of Memphis17     ProfessorBrey.com
MKTG – 7546 Marketing in a Digital Environment | University of Memphis18     ProfessorBrey.com
MKTG – 7546 Marketing in a Digital Environment | University of Memphis19     ProfessorBrey.com
A Piece of SoMe Business Pi                                                  PR/Awareness                Marketing/Sales  ...
The Internet is Full     MKTG – 7546 Marketing in a Digital Environment | University of Memphis21     ProfessorBrey.com
Social Media are technologies that turncommunication into dialogue. A group ofapplications that build on the ideological a...
e-Commerce is considered the buying and sellingof products over the Internet and anytransaction completed primarily throug...
Social Commerce is the fusion of two digitalmarketing trends: social media and e-commerce.     MKTG – 7546 Marketing in a ...
Social Media in Plain English     MKTG – 7546 Marketing in a Digital Environment | University of Memphis25     ProfessorBr...
Social Media Marketing                                                          • Dominate                                ...
MKTG – 7546 Marketing in a Digital Environment | University of Memphis27     ProfessorBrey.com
MKTG – 7546 Marketing in a Digital Environment | University of Memphis28     ProfessorBrey.com
Social Media Marketing     MKTG – 7546 Marketing in a Digital Environment | University of Memphis29     ProfessorBrey.com
MKTG – 7546 Marketing in a Digital Environment | University of Memphis30     ProfessorBrey.com
MKTG – 7546 Marketing in a Digital Environment | University of Memphis31     ProfessorBrey.com
MKTG – 7546 Marketing in a Digital Environment | University of Memphis32     ProfessorBrey.com
• Again, why social media?     MKTG – 7546 Marketing in a Digital Environment | University of Memphis33     ProfessorBrey....
MKTG – 7546 Marketing in a Digital Environment | University of Memphis34     ProfessorBrey.com
MKTG – 7546 Marketing in a Digital Environment | University of Memphis35     ProfessorBrey.com
Social Commerce                                                                              -1000 Heads     MKTG – 7546 M...
MKTG – 7546 Marketing in a Digital Environment | University of Memphis37     ProfessorBrey.com
MKTG – 7546 Marketing in a Digital Environment | University of Memphis38     ProfessorBrey.com
MKTG – 7546 Marketing in a Digital Environment | University of Memphis39     ProfessorBrey.com
MKTG – 7546 Marketing in a Digital Environment | University of Memphis40     ProfessorBrey.com
MKTG – 7546 Marketing in a Digital Environment | University of Memphis41     ProfessorBrey.com
MKTG – 7546 Marketing in a Digital Environment | University of Memphis42     ProfessorBrey.com
Facebook Visualizations                                           • Facebook Social Graph     MKTG – 7546 Marketing in a D...
MKTG – 7546 Marketing in a Digital Environment | University of Memphis44     ProfessorBrey.com
MKTG – 7546 Marketing in a Digital Environment | University of Memphis45     ProfessorBrey.com
10/90 Rule     MKTG – 7546 Marketing in a Digital Environment | University of Memphis46     ProfessorBrey.com
Critical Questions• Reporting or analysis      – Most say analysis but they actually want reporting to        make decisio...
• What are the 10 questions to                                             ask a potential vendor?     MKTG – 7546 Marketi...
Social Media MeasurementsIt’s no longer about the size or frequency, theyare gateway metrics, it’s about leadingindicators...
Persuasion                    Engagement                                                Conversion                        ...
-Nicole Kelly     MKTG – 7546 Marketing in a Digital Environment | University of Memphis51     ProfessorBrey.com
Blogging ROIBenefit                                                                   Appropriate MeasurementConsumer self...
• What, I have to answer this                                             stupid, Why Social                              ...
•    Refine, refine, refine•    Process what you hear•    Don’t ever stop listening•    Measure what matters•    Give your...
• Install social features, increase WOM                          funnel and marketing                                – Fri...
NEXT WEEK• Read: Kaushik, 2010 Chapters 3 & 4• Social Sites: Facebook, Twitter, Slideshare• Read: Social Commerce Playbook...
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Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

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Transcript of "Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1) "

  1. 1. MKTG – 7546 Marketing in a Digital Environment | University of MemphisProfessorBrey.com
  2. 2. MKTG – 7546 Marketing in a Digital Environment | University of Memphis2 ProfessorBrey.com
  3. 3. Social Terminology • Authenticity: Describe the ‘real’ feel behind social profiles • Influence: Measured by your Klout score • Tweeps: Twitter + People = Tweople MKTG – 7546 Marketing in a Digital Environment | University of Memphis3 ProfessorBrey.com
  4. 4. /user/TheProfessorBrey /in/professorbrey /Professorbrey @professorbrey Mktg-7546 Marketing in a Digital Environment ONLINE VALUE CHAIN DYNAMICS MKTG – 7546 Marketing in a Digital Environment | University of Memphis4 ProfessorBrey.com
  5. 5. IBM Folly MKTG – 7546 Marketing in a Digital Environment | University of Memphis5 ProfessorBrey.com
  6. 6. Internet Marketing is a set of activities thatenable the acquisition of targeted Web trafficand the conversion of Web visitors. MKTG – 7546 Marketing in a Digital Environment | University of Memphis6 ProfessorBrey.com
  7. 7. Typology• Display advertising• Search engine marketing• Search engine optimization• Email marketing• Referral marketing• Affiliate marketing• Content marketing MKTG – 7546 Marketing in a Digital Environment | University of Memphis7 ProfessorBrey.com
  8. 8. MKTG – 7546 Marketing in a Digital Environment | University of Memphis8 ProfessorBrey.com
  9. 9. PPC, CPC, PSM, OPP, DHS, ATV, CP3 Report, Analyze, Optimize Keyword Research & Conversion Rates Grouping Demographic/ PPC Budgeting Geographic Targeting Split Test Ads & Landing Create Pages Multiple Ads Keyword Bidding MKTG – 7546 Marketing in a Digital Environment | University of Memphis9 ProfessorBrey.com
  10. 10. Accessibility and Usability Tagging and Keywords and Metadata Trends SEO Textualization Headlines Linking MKTG – 7546 Marketing in a Digital Environment | University of Memphis10 ProfessorBrey.com
  11. 11. Email Marketing •List – Email - Report •Strategy & Objectives •Construction & Design •Technological Integration •Segmentation & Distribution •Optimize, Test and Metrics MKTG – 7546 Marketing in a Digital Environment | University of Memphis11 ProfessorBrey.com
  12. 12. MKTG – 7546 Marketing in a Digital Environment | University of Memphis12 ProfessorBrey.com
  13. 13. -Virginia Ginsburg MKTG – 7546 Marketing in a Digital Environment | University of Memphis13 ProfessorBrey.com
  14. 14. Affiliate Relationship Website Links Advertisement Targeted Interaction Refer Visitors Tracking System Paid for purchases MKTG – 7546 Marketing in a Digital Environment | University of Memphis14 ProfessorBrey.com
  15. 15. -Rylan Claynes MKTG – 7546 Marketing in a Digital Environment | University of Memphis15 ProfessorBrey.com
  16. 16. MKTG – 7546 Marketing in a Digital Environment | University of Memphis16 ProfessorBrey.com
  17. 17. • Why social media? 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. MKTG – 7546 Marketing in a Digital Environment | University of Memphis19 ProfessorBrey.com
  20. 20. A Piece of SoMe Business Pi PR/Awareness Marketing/Sales HR/Management Customer Service Business Intelligence MKTG – 7546 Marketing in a Digital Environment | University of Memphis20 ProfessorBrey.com
  21. 21. The Internet is Full MKTG – 7546 Marketing in a Digital Environment | University of Memphis21 ProfessorBrey.com
  22. 22. Social Media are technologies that turncommunication into dialogue. A group ofapplications that build on the ideological andtechnological foundations that allow thecreation and exchange of UGC. MKTG – 7546 Marketing in a Digital Environment | University of Memphis22 ProfessorBrey.com
  23. 23. e-Commerce is considered the buying and sellingof products over the Internet and anytransaction completed primarily throughelectronic means MKTG – 7546 Marketing in a Digital Environment | University of Memphis23 ProfessorBrey.com
  24. 24. Social Commerce is the fusion of two digitalmarketing trends: social media and e-commerce. MKTG – 7546 Marketing in a Digital Environment | University of Memphis24 ProfessorBrey.com
  25. 25. Social Media in Plain English MKTG – 7546 Marketing in a Digital Environment | University of Memphis25 ProfessorBrey.com
  26. 26. Social Media Marketing • Dominate • Shout out loud • Me, me, me Traditional • Push the product • Advertising • Control • Pursue leads • Create community within • Listen, then whisper Social • Us, us, us • Pull in people with your story Media • Word of mouth • Allow • Nurture relationships MKTG – 7546 Marketing in a Digital Environment | University of Memphis26 ProfessorBrey.com
  27. 27. MKTG – 7546 Marketing in a Digital Environment | University of Memphis27 ProfessorBrey.com
  28. 28. MKTG – 7546 Marketing in a Digital Environment | University of Memphis28 ProfessorBrey.com
  29. 29. Social Media Marketing MKTG – 7546 Marketing in a Digital Environment | University of Memphis29 ProfessorBrey.com
  30. 30. MKTG – 7546 Marketing in a Digital Environment | University of Memphis30 ProfessorBrey.com
  31. 31. MKTG – 7546 Marketing in a Digital Environment | University of Memphis31 ProfessorBrey.com
  32. 32. MKTG – 7546 Marketing in a Digital Environment | University of Memphis32 ProfessorBrey.com
  33. 33. • Again, why social media? MKTG – 7546 Marketing in a Digital Environment | University of Memphis33 ProfessorBrey.com
  34. 34. MKTG – 7546 Marketing in a Digital Environment | University of Memphis34 ProfessorBrey.com
  35. 35. MKTG – 7546 Marketing in a Digital Environment | University of Memphis35 ProfessorBrey.com
  36. 36. Social Commerce -1000 Heads MKTG – 7546 Marketing in a Digital Environment | University of Memphis36 ProfessorBrey.com
  37. 37. MKTG – 7546 Marketing in a Digital Environment | University of Memphis37 ProfessorBrey.com
  38. 38. MKTG – 7546 Marketing in a Digital Environment | University of Memphis38 ProfessorBrey.com
  39. 39. 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. MKTG – 7546 Marketing in a Digital Environment | University of Memphis42 ProfessorBrey.com
  43. 43. Facebook Visualizations • Facebook Social Graph MKTG – 7546 Marketing in a Digital Environment | University of Memphis43 ProfessorBrey.com
  44. 44. MKTG – 7546 Marketing in a Digital Environment | University of Memphis44 ProfessorBrey.com
  45. 45. MKTG – 7546 Marketing in a Digital Environment | University of Memphis45 ProfessorBrey.com
  46. 46. 10/90 Rule MKTG – 7546 Marketing in a Digital Environment | University of Memphis46 ProfessorBrey.com
  47. 47. Critical Questions• Reporting or analysis – Most say analysis but they actually want reporting to make decisions – Decentralized decision making, history, risk, tribal knowledge, brainpower• IT or business strength – IT vs. Marketing, analysis, and strategic decisions• Am I solving for 1.0 or 2.0 – Sheer numbers of qualt, quant and competitive MKTG – 7546 Marketing in a Digital Environment | University of Memphis47 ProfessorBrey.com
  48. 48. • What are the 10 questions to ask a potential vendor? MKTG – 7546 Marketing in a Digital Environment | University of Memphis48 ProfessorBrey.com
  49. 49. Social Media MeasurementsIt’s no longer about the size or frequency, theyare gateway metrics, it’s about leadingindicators and quality of engagement. MKTG – 7546 Marketing in a Digital Environment | University of Memphis49 ProfessorBrey.com
  50. 50. Persuasion Engagement Conversion Social Media Awareness Measurement Retention MKTG – 7546 Marketing in a Digital Environment | University of Memphis50 ProfessorBrey.com
  51. 51. -Nicole Kelly MKTG – 7546 Marketing in a Digital Environment | University of Memphis51 ProfessorBrey.com
  52. 52. Blogging ROIBenefit Appropriate MeasurementConsumer self-education Higher conversion rate for blog visitorsGreater visibility in search results Increased traffic from search to blogLower the cost of public relations Generate the same level of awareness as PRReach an enthusiast community Lower cost communication toolAddress criticisms on other blogs/news Measure the slow down of bad newsstories spreadingMore responsive to consumer concerns Track customer satisfaction and retentionImprove employee innovation and Track employee satisfaction and retentionproductivityImproved stock price with greater Connect improved investor sentiment tovisibility into the organization blog readership MKTG – 7546 Marketing in a Digital Environment | University of Memphis52 ProfessorBrey.com
  53. 53. • What, I have to answer this stupid, Why Social Media?, question again! MKTG – 7546 Marketing in a Digital Environment | University of Memphis53 ProfessorBrey.com
  54. 54. • Refine, refine, refine• Process what you hear• Don’t ever stop listening• Measure what matters• Give your numbers context• Invest into measuring• Not directly engaged• Policies and guidelines a must• Be kind, social and consistent Rules of Social Media – Radian 6 MKTG – 7546 Marketing in a Digital Environment | University of Memphis54 ProfessorBrey.com
  55. 55. • Install social features, increase WOM funnel and marketing – Friends are shopping with you (through Facebook activity) – Registration is so passé (% of people are annoyed with it) – Take part in recommendations, opportunities for upsell – Biggest opportunities are still unseen Levi Strauss MKTG – 7546 Marketing in a Digital Environment | University of Memphis55 ProfessorBrey.com
  56. 56. NEXT WEEK• Read: Kaushik, 2010 Chapters 3 & 4• Social Sites: Facebook, Twitter, Slideshare• Read: Social Commerce Playbook from 360i Pay Attention: The best way for me to know that you are keeping up is to follow @professorbrey and facebook.com/professorbrey and follow Professor Brey on Slideshare. Remember: Use the #smce hashtag when Tweeting about course content. You never know, you may become an internet star! MKTG – 7546 Marketing in a Digital Environment | University of Memphis56 ProfessorBrey.com
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