• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Sharing data
 

Sharing data

on

  • 496 views

 

Statistics

Views

Total Views
496
Views on SlideShare
496
Embed Views
0

Actions

Likes
0
Downloads
0
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Sharing data Sharing data Presentation Transcript

    • Hearst Men
      How to Best Utilize Social Media
      MKTG 668
      Martin Bell, Rajat Bhatia, Philip de Cortes
      April 23, 2011
    • Motivation for sd
      Self-expression, identification with the brand, or public endorsement of the brand
      The opportunity to connect with like-minded consumers
      The ability to learn about and interact with the company behind the products
      Desire to learn about products, stay updated on sales and promotions, and take advantage of exclusive offers
      http://www.exacttarget.com/resources/SFF8.pdf
    • Motivation for Engagement
      Email
      Twitter
      Facebook
      Short term engagement
      Long term engagement
      http://www.exacttarget.com/resources/SFF8.pdf
    • What Consumers Expect
      51% of consumers say they expect marketing messages
      40% say they don’t [like] marketing messages.
      Consumers 24 and younger are the least likely to expect marketing messages via Facebook (40%)
      35 and older are far more likely to expect marketing messages after becoming FANS (55%)
      Only 44% of men equate “liking” a brand with permission to send marketing messages
      55% of women make this connection
      http://www.exacttarget.com/resources/SFF8.pdf
    • Sharing Data
      http://faculty.insead.edu/marketing_seminars/Seminars%202009-10/Marketing%20Camp%202010/Jonah%20Berger/Berger_Virality_paper%201.pdf
    • EMOTION MATTERS
      EMOTION MATTERS
      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
      Helps cope with feelings of dissonance, helps strengthen social bonds, help people gain a better understanding of how they feel.
    • EMOTION MATTERS
      What Emotion?
      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)
      Awe – One st. dev. Increase increases odds by a factor of 1.4
    • POSITIVE MESSAGING
      Share things to self enhance
      Communicate identity
      Reflects positively on the self
      Help boost recipients mood
    • SHARING IS …….
      Predicated on value exchange and self-enhancement
      People share to: help others, generate reciprocity, or self-enhance.
      Individual sharer usually feels: “excited, helpful, happy or satisfied.”
      http://faculty.insead.edu/marketing_seminars/Seminars%202009-10/Marketing%20Camp%202010/Jonah%20Berger/Berger_Virality_paper%201.pdf
    • Motivations for Disengaging
      http://www.exacttarget.com/resources/SFF8.pdf
    • Motivations for Disengaging
      http://www.exacttarget.com/resources/SFF8.pdf
    • Engage Interests
      People want to engage not only with a brand, but with one another, based on interests
      Breakout different blogs on Esquire & Popular Mechanics to have their own Facebook Pages, Twitter Accounts, and Discussion Forums, etc.
      This makes content less repetitive/boring/invasive
    • Don’t make me think!
      VS.
    • Don’t make me think!
      I don’t feel alone when sharing
      Clear what button action is
      I then also know what second icons do
    • More Sharing
      Can’t like on your homepage!
      Have to search too much to find sharing icons
    • The Wall of Likes
    • The Wall of Likes
    • Best SMM Practices: Facebook wall posts
      Additional FB wall post tips to encourage engagement:
      • Post at consistent times (1-2 times per day)
      • Include certain words, particularly ones that are instructions such as “like”, “post”, “tag”, and “comment”
      • Ask questions specifically directed at your target audience that can promote a conversation
    • Our Primary Research
      Conducted a survey of the habits of regular social media and networking users
      Questions targeted at determining tendency to follow and “like” brands online through various types of social media
      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.
      Outgoing/Sharing – what media do users most prefer when sharing articles, content with friends
      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.
      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.
    • Our Primary Research
      8%
      39%
      52%
      48%
      61%
      Have you ever friended/liked brands on FB ?
      92%
      Whole Group
      Men
      Women
    • Our Primary Research
      How do you share ?
    • Our Primary Research
      What brands are you willing to follow??
    • Concluding Remarks
      Sharing is powerful, if done well
      Try strategies used by other publications – “wall of likes”
      Better and more consistent UI on sites, so people know how to share.
      Engagement
      Breakdown blogs into separate Facebook pages
      Engage users from different twitter accounts based on interest
      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)