Scale your database traffic with Read & Write split using MySQL Router
Sharing data
1. Hearst Men How to Best Utilize Social Media MKTG 668 Martin Bell, Rajat Bhatia, Philip de Cortes April 23, 2011
2. 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
3. Motivation for Engagement Email Twitter Facebook Short term engagement Long term engagement http://www.exacttarget.com/resources/SFF8.pdf
4. 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
6. 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.
7. 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
8. POSITIVE MESSAGING Share things to self enhance Communicate identity Reflects positively on the self Help boost recipients mood
9. 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
12. 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
26. 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)
