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  • 1. Hearst Men<br />How to Best Utilize Social Media<br />MKTG 668<br />Martin Bell, Rajat Bhatia, Philip de Cortes<br />April 23, 2011<br />
  • 2. Motivation for sd<br />Self-expression, identification with the brand, or public endorsement of the brand<br />The opportunity to connect with like-minded consumers<br />The ability to learn about and interact with the company behind the products<br />Desire to learn about products, stay updated on sales and promotions, and take advantage of exclusive offers<br />http://www.exacttarget.com/resources/SFF8.pdf<br />
  • 3. Motivation for Engagement<br />Email<br />Twitter<br />Facebook<br />Short term engagement<br />Long term engagement<br />http://www.exacttarget.com/resources/SFF8.pdf<br />
  • 4. What Consumers Expect<br />51% of consumers say they expect marketing messages <br />40% say they don’t [like] marketing messages. <br />Consumers 24 and younger are the least likely to expect marketing messages via Facebook (40%)<br />35 and older are far more likely to expect marketing messages after becoming FANS (55%) <br />Only 44% of men equate “liking” a brand with permission to send marketing messages <br />55% of women make this connection<br />http://www.exacttarget.com/resources/SFF8.pdf<br />
  • 5. Sharing Data<br />http://faculty.insead.edu/marketing_seminars/Seminars%202009-10/Marketing%20Camp%202010/Jonah%20Berger/Berger_Virality_paper%201.pdf<br />
  • 6. EMOTION MATTERS<br />EMOTION MATTERS<br />An increase of 10% in the number of emotional words in an article increases the odds that it will make the most e-mailed list by a factor of 3.4<br />Helps cope with feelings of dissonance, helps strengthen social bonds, help people gain a better understanding of how they feel. <br />
  • 7. EMOTION MATTERS<br />What Emotion?<br />Anger – One st. dev. Increase in article’s anger rating increases the odds that an article make the most emailed list by a factor of 1.5 (or 2.9 add’l hours in most emailed list)<br />Awe – One st. dev. Increase increases odds by a factor of 1.4<br />
  • 8. POSITIVE MESSAGING<br />Share things to self enhance<br />Communicate identity<br />Reflects positively on the self<br />Help boost recipients mood<br />
  • 9. SHARING IS …….<br />Predicated on value exchange and self-enhancement<br />People share to: help others, generate reciprocity, or self-enhance.<br />Individual sharer usually feels: “excited, helpful, happy or satisfied.”<br />http://faculty.insead.edu/marketing_seminars/Seminars%202009-10/Marketing%20Camp%202010/Jonah%20Berger/Berger_Virality_paper%201.pdf<br />
  • 10. Motivations for Disengaging<br />http://www.exacttarget.com/resources/SFF8.pdf<br />
  • 11. Motivations for Disengaging<br />http://www.exacttarget.com/resources/SFF8.pdf<br />
  • 12. Engage Interests<br />People want to engage not only with a brand, but with one another, based on interests<br />Breakout different blogs on Esquire & Popular Mechanics to have their own Facebook Pages, Twitter Accounts, and Discussion Forums, etc.<br />This makes content less repetitive/boring/invasive<br />
  • 13.
  • 14.
  • 15. Don’t make me think!<br /> VS.<br />
  • 16. Don’t make me think!<br />I don’t feel alone when sharing<br />Clear what button action is<br />I then also know what second icons do<br />
  • 17. More Sharing<br />Can’t like on your homepage!<br />Have to search too much to find sharing icons<br />
  • 18. The Wall of Likes<br />
  • 19. The Wall of Likes<br />
  • 20. Best SMM Practices: Facebook wall posts<br />Additional FB wall post tips to encourage engagement:<br /><ul><li>Post at consistent times (1-2 times per day)
  • 21. Include certain words, particularly ones that are instructions such as “like”, “post”, “tag”, and “comment”
  • 22. Ask questions specifically directed at your target audience that can promote a conversation</li></li></ul><li>Our Primary Research <br />Conducted a survey of the habits of regular social media and networking users<br />Questions targeted at determining tendency to follow and “like” brands online through various types of social media<br />And, to determine which types of social media are most preferred/effective from user’s perspective both from an outgoing – “Sharing” perspective as well as an incoming “Referral” perspective.<br />Outgoing/Sharing – what media do users most prefer when sharing articles, content with friends<br />Incoming/Referrals – what percentage of articles that users read online are referred to them through various forms of social media vs. traditional web searches, and email.<br />These results on user behavior may help provide some insights into how Hearst can better leverage various social media platforms to direct qualified users to its various properties and help increase its monetization of those users.<br />
  • 23. Our Primary Research <br />8%<br />39%<br />52%<br />48%<br />61%<br /> Have you ever friended/liked brands on FB ?<br />92%<br />Whole Group<br />Men<br />Women<br />
  • 24. Our Primary Research <br />How do you share ?<br />
  • 25. Our Primary Research <br />What brands are you willing to follow??<br />
  • 26. Concluding Remarks<br />Sharing is powerful, if done well<br />Try strategies used by other publications – “wall of likes”<br />Better and more consistent UI on sites, so people know how to share.<br />Engagement<br />Breakdown blogs into separate Facebook pages <br />Engage users from different twitter accounts based on interest<br />Daily Engagement – stay top of mind, create content that is unique to web properties, that has psychological attributes aligned with sharing science. (Awe, Emotionality, Activity + Arousal)<br />

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