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Lecture 8 data continued, Content marketing, SEO and SMO overview

  2. Plan for today  Complete the process of looking at data from last week  Introduce the concept of ‘big data’  Consider some of the ‘editorial products’ data may help create or accentuate  Look at Content Marketing, and how it works with organic search  How content marketing feeds into Search Engine Optimisation and Social Media Optimisation  Engage in an overview of Chris Anderson’s concept of ‘The LongTail’
  3. Recap: last week’s key points  When social media goes wrong  Data analytics and how to monitor success  Real time data and real time marketing  Google Analytics  Facebook Analytics  A request to look at Chris Anderson’s ‘The LongTail’
  4. Analytics: What do you remember from last week?
  5. Touring Twitter  Covered last week as part of free and paid for campaigns  Paid campaigns offer enhanced analytic information  Twitter ‘cards’ offer alternative ways to monitor success of a dedicated Twitter activity (another link)
  6. Financial Times: Reader DNA
  7. Time and device data: remember the timelines?
  8. FT: Building an advanced picture More info - here • 20% of subscription ascribed to data-led marketing • Subscription can also enable publishers a range of additional detail about their users • Demonstrate clear ‘return on investment’ as internal (see above) and external marketing (via advertising) can be more effectively targeted •The range of the FT’s platforms can be seen here •They also develop in HTML 5, rather than native apps to own as much data as possible
  9. Real time reading: Chartbeat
  10. Real time internet: Google trends
  11. Real Time Data  As we’ve seen, real time data offers consumer activity as it happens  News and information are using it behind the scenes (as we’ve seen over the last few weeks) and at the front end of publication: BBC most popular and social media trends are just 2 examples  Allows marketers to respond with product design, pricing and PR activities  Analytics platforms building in real time monitoring  Specialist services creating usable consumer profiles, and marketing services  This link might be useful for more information
  12. Example of marketing ‘products and techniques’ There are a range of editorial tactics and products that could be exploited on the back of data-led feedback  Topic-specific content feeds: social media, online, print products  Time-sensitive distribution on all feeds, across all platforms to capture the audience when they’re most engaged  In-platform personalisation based on usage (cookie) and other profile data (Amazon)  Algorithmic search results that offer organic user personalisation (Spotify [andGoogle])
  13. Even more data
  14. Sentiment analysis  A number of data providers are providing sentiment analysis  Seeks to classify emotional responses to social media outputs  Text is analysed for emotional signifiers and meaning  Brands can use this to  Brand and product perception  Reputational management  Publishers are using this to assess ‘signals’ and ‘trends’  This slideshow from the FT provides more information for you to look at  Here’s another Mashable source
  15. Social media analytic data in friendly form  Klout  Kred  Tweriod: time-based analysis  More information for free and commercial use
  16. Data brainstorm  What types of data do you think would be most useful for marketers?  You can apply this to your own assignment 2 ‘client’ if you want to…  Work in groups or individually
  17. Big Data, and its challenges  Digital connectivity is generating more data than has ever existed before. ‘Big Data’ presents both a huge opportunity and challenge to media marketers.  Understanding how to navigate the huge amounts of information available via the web: trillions of data points can be generated in just a short about of time  How to use that to profile consumers and better position products and related ads  Producing technologies that are capable of reading the data and extracting meaning from a huge swathe of information  A useful link
  18. It’s that image again…
  19. To aid understanding
  20. Broad summary Social media and data platforms can be exploited in a number of ways  Commercial  Produce smart ads and increase social media-based penetration and reach using paid for options  Monitor and quantify the success of this activity using a range of metrics (Google Analytics, native analytics platforms or third-party services).  The ability to monitor this activity, and conversion rates, is a significant advantage over offline alternatives  Publishers can build increasingly c0mplex behavioural patterns using some/all of this data  Warning  Data in itself might not always provide ‘answers’ and users need to be able to understand what the data might, or might not, signify
  21. Content marketing
  22. Content marketing explained Content marketing sees targeted editorial text, video be used to advance commercial or other interests online. It’s more than news, it’s text designed to capture audience and traffic.  content marketing spend expected to reach £5.8bn this year (Curata via the Guardian)  content marketing can increase brand awareness by 85% (Curata) and customer interest by 62% (Curata)  The news and information sector is increasingly incorporating content marketing into their operations, and offering it as a service. Guardian Labs is a good example of this  More info available from the Content MarketingAssociation
  23. SEO and content marketing  Ensures content is findable  Search engines detect web pages and list them  Text, video, audio and images are ‘optimised’ to make them more searchable and therefore findable  Constructing websites and content with search engines in mind
  24. Remember this slide? This tme, we’re looking at organic ads
  25. Heat maps – where search meets humanity in the shape of an F
  26. Google Penguins and PageRank V2.1
  27. The Human Search Engine
  28. What factors are search engines interested in…?  They like websites that have good-quality textual and video content that is relevant to users’ search terms  They recognise sites that attract visitors and are used by incoming traffic: it means that they’re good!  ‘Metadata’– engines appreciate what is your site/pages are called  Engines like relevant URLs, rather than random numbers  They hate it when someone tries to trick them  Search engines like order – if you’re tagging your content into organised groupings, it’ll be appreciated by the engines  Pictures and video are searchable via tags, names and captions  Search engines like to see hyperlinks that direct users around your site, and the rest of the web Search engines closely guard their algorithms, and many give different values to certain variables, but a few standard factors can be indentified…
  29. Social Media Optimisation  Similar to Search Engine Optimisation, Social Media Optimisation and involves the coordinated use of social media platforms to convey brands and information  The emphasis is around a coordinated strategy and utilising specific tools to encourage users to network on your behalf  It also involves monitoring successful engagement working with demographic, platform, data and product information.  We’ve spoken about this lots in an abstract, but this is a more commercial incarnation of how to utilise social media for marketing purposes  The first person to coin the phrase social media optimisation was RohitBhargava in 2006. His original blog post can be found here Bhargava’s updated (2010) rules of SMO 1) Create shareable content 2) Make sharing easy 3) Reward engagement 4) Proactively share content 5) Encourage the mash-up
  30. Chunked content (again)
  31. Next week will not exist  Well. It will. But you know what I mean. No lecture/seminar. Individual meetings are available…