THIS QUESTION IS POSED AT THIS POINT IN PUBLISHING AS THERE ARE NOW TECHNOLOGIES/ANALYTICS AVAILABLE THAT ALLOW PUBLISHERS/MARKETERS TO BEGIN, IF NOT ALREADY, TO BUILD MORE INTERESTING AND CREATIVE CONSUMER/CUSTOMER DATABASES. I SUGGEST THAT PUBLISHERS MAY WANT TO BEGING TO LOOK/ANALYZE NOT JUST THE “BOOK CUSTOMER” BUT THE “ENTERTAINMENT” CUSTOMER AND BEGIN TO MAP THOSE CONNECTIONS BETWEEN THE VARIOUS TYPES OF MEDIA BEING BOIUGHT AND CONSUMED. THESE MEDIA DO IN MANY WAYS “MAKE” A COMMUNITY/PUBLIC AND IT IS BECOMING MORE AND MORE CRUCIAL THAT PUBLISHERS BE ABLE TO IDENFITY/UNDERSTAND THE DNA IF POSSIBLE OF THAT COMMUNITY/PUBLIC AND HAVE THE APPROPORIATE TOOLS AVAILABLE TO ORGANIZE AND UNDERSTAND THAT COMMUNITY.
OVER 125 MILLION BLOGS Two-thirds (64%) of online Americans use social media Over 2.5 million emails every second.
More and more all ROADS lead through the WEB For most organizations web-sites/blogs/social communities will be strategically critical in understanding and nurturing customers-----the WEB has become the most crucial source of insight for your BUSINESS INTELLIGENCE. Companies will need to develop and leverage beyond just isolated Web site marketing and operations.
As companies go through the technological shift from physical to digital competing on analytics becomes even more relevant. The more a company knows and understands its customers those customers will stay with the company no matter how the content is delivered to them or on what screen.
1) Social networks/blogs/forums/TV/radio/CRM data etc…. provide an enormous sales and marketing medium for publishers, but they are also a very large research medium for publishers to explore and begin to capture information about their authors/brands and companies.
Managing customers' online conversations from varied channels is a challenging task without technology assistance. However, finding the right technology proves difficult as Buyers must navigate: 1) Many vendors to choose from 2) Start ups are appearing all the time. 3) Varied offerings and pricing Factors to consider in choosing a vendor: 1) quality of data sourcing 2) data processing/methodology 3) dashboard functionality 4) consulting and client servicing options 5) pricing Publishers need to carefully consider what their goals are for Social Media and what data sources and coverage matter the most to them Employees: does the publisher have the right employee “skill sets” internally-----is your team data –savvy and analytically charged OR challenged?
Firms can use social media data for many different business goals, both Strategic and Tactical: These various listening platforms add great value to the market research process, giving the publisher the ability to capture and analyze real-time customer conversations that in turn delivers valuable information about the customers intent, attitude, sentiment and preferences. Publishers will be able to build and construct social consumer segmentation models that will help develop rich profiles of their customer by age, gender, location…. Sentiment analysis will grant marketers the ability to understand reader’s perceptions and opinions about individual titles/author brands and categories.
In the 18 th century periodical literature underwent significant developments in terms of form, content and audience. One of the forces helping make this change was the Printing Press . Printing press technology was improving and the newer presses were simple enough to use that individuals could produce printed material themselves.
Jim King Presentation
Who is the Customer: What do Jane Austen, Lady Gaga, and Video Games Have in Common?
MANY VENDORS TO CHOOSE FROM Firms face challenges in managing social media data CONVERSEON RADIAN6 PEOPLEBROWSR CYMFONY COLLECTIVE INTELLECT COLLIGENT NM INCITE ACRONYM EVOLVE24 ALTERIAN VISIBLE TECHNOLOGIES SYSOMOS AUTONOMY CRIMSON HEXAGON SYNTHESIO
MANY DIFFERENT WAYS TO USE SM ANALYTICS CONSUMER SEGMENTATION BRAND ANALYSIS SALES/LEAD GENERATION MARKET RESEARCH PRODUCT RESEARCH COMPETATIVE ANALYSIS INFLUENCER MARKETING CAMPAIGN ANALYSIS SENTIMENT ANALYSIS