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Lecture 6 marketing social data final

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Lecture 6 marketing social data final

  1. 1. ONLINE ADVERTISINGCONTINUED jn2702
  2. 2. Today is all about  Online advertising: paid for and organic ads  Marketing innovation  Social media for media organisations  Understanding your audience  Engaging with your audience
  3. 3. Recap from last week  How to use advertising to ‘re-position’ your product  Paper and magazines as product: the affordances of paper  Marketing competition and humour  What values are there to a paper platform?  Beyond print advertising  Online advertising figures increasing  Advertising how it appears on the web: the anatomy of a web-page  How to monetize this anatomy: Click through rates  Readers and display ads: troubles and issues  Alternative platforms that take paper’s ad revenue
  4. 4. From last week  We’re thinking about audience?  Have you produced a reader profile?  If yes, let’s share them with the group
  5. 5. Plot their media consumption  Highlight when they consume media and when  How can media organisations reach them  What devices  What kind of content  Would your profile consume media, produce media or engage with media [Ref: Tapscott’s idea of the ‘prosumer’ is useful to understand here]
  6. 6. Catch-up: What we missed last week Advertising Economics: some online operators are emerging as successful  Daily Mail model and more info here  Curating a niche product can be successful  Trinity Mirror reader expansion  But, TM still struggling for revenue  Overall, the balance of success is still precarious
  7. 7. Marketing media innovation The shock of the new…  Remember the Guardian’s Open Journalism/three little pigs video  Firestorm: the guardian experimenting with long-form journalism  App3d  UsVsTh3m and how it came together  Snowfall: the New York Times experimenting with long-form journalism  BuzzFeed: and this link  Ultimately: alternative methods of storytelling, gains traction within the marketplace
  8. 8. Google: paid and organic ads  41 bn web pages - maybe  But the internet is infinite  Key marketing question: How can you get your ads and content to stand out and be found?
  9. 9. Paid ads, online and social media  Media organisations have a choice around how they present themselves and their brand  Paid ads allow them to take some control over the advertising they have  Organic campaigns are more responsive, with more audience interaction. This interaction offers more risk, but some reward
  10. 10. Ads on Google
  11. 11. Heat maps – where search meets humanity in the shape of an F
  12. 12. Targeting: Market research and keywords: Google display planner
  13. 13. Online ad vocab                Google organic results Google paid results Google adwords Google analytics Google keywords Banner ad Skyscrapper ad PPC: Pay Per Click CPM: Cost per Mill CPA: Cost per action Conversion rate Value per visitor Sponsorship Page Impressions Content marketing and advertorials
  14. 14. JN2702 PART 2: SOCIAL MEDIA
  15. 15. Key considerations for media organisations on social media  Reach: move beyond the homepage/site  Engagement: form an interactive relationship with your readers/viewers/listeners  It’s about community  Conversation: chat to people.  Presence: Be part of the converation  Tone: Do media brands need to communicate in different ways when engaging with the web and social media?  Conversation: how do you interface with online conversation, debate and interaction. What impact could that have on your brand?  Email: The dark web. How can marketers capitalise on the dark social media that is electronic mail?
  16. 16. Media on Facebook  What opportunities can media organisations gain from having a Facebook page?  The power of the like  Capturing the audience where they are  Communicating with the audience in a way that they would expect, and find useful  Creating dedicated Facebook pages
  17. 17. Media on Twitter  Free  Twitter feeds  Twitter #hashtags – media and media/ad collaborations  Twitter conversations
  18. 18. Media on twitter: paid  Twitter’s promoted account targeting:    Interest areas Geography Gender  Promoted trends  Promoted tweets  Data and analytics
  19. 19. Media on Instagram  Instagram is still figuring out its revenue structure, although it was recently bought for  Media organisations are using it for a range of purposes. Some similar to Facebook/Twitter, but some alternatives  BBC Sport: Behind the scenes  Neil Mann/fieldproducer: Journalist in NYC (more on journalists as brands in later weeks)  BBC Instafax  Wall Street Journal Assignment question: What ‘USP’ could publishers create through using services such as Instagram?
  20. 20. As consumers, what value do you extract from social media?
  21. 21. What other social media platforms could publishers use? And what would their value be?
  22. 22. Devices
  23. 23. Devices: what a multi-device world means means for news providers The newspaper/magazine/TV /Radio used to be the only platforms publishes had to worry about. Now there’s a plethora of online services , and consumption devices. What does this mean for media organisations and publishers?
  24. 24. Don’t forget about the physicality, and the design What affordances do digital devices offer publishers?
  25. 25. Reading next week  To be confirmed: watch your inboxes
  26. 26. Topics over coming weeks  Brands  Journalists as brands  The Long Tail  More marketing strategy  SEO and content marketing  Mobile
  27. 27. Tasks for next week  Find a media organisations online, multi- platform presence  Produce a 10 minute presentation:  What is useful about the multimedia output?  Does the content serve as a marketing tool?  What, in your opinion, doesn’t work so well?  How the media organisation is producing the content?
  28. 28. Final workshop exercise

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