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Marketing  Class #3 October 21, 2009 John W. Huppertz, Ph.D. Associate Professor of Management Christie M. Griner, MBA Adjunct Instructor
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object]
Quick Review ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing “best practices” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Presentations
Quiz.... ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Social Networking Defined ,[object Object],[object Object],[object Object]
Social Networking  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bulik, B., What Your Favorite Social Net Says About You.  Advertising Age. (Midwest Region Edition). Chicago: July 13, 2009. Vol. 80, Iss. 25, p. 6 (1 pp.)
Why should Marketers consider this? ,[object Object],[object Object],http://marketingwhitepapers.s3.amazonaws.com/smss09/SocialMediaMarketingIndustryReport.pdf
[object Object],http://www.techsoup.org/learningcenter/internet/archives/page9215.cfm
Interesting Facts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Current Popular Social Networking Modes http://marketingwhitepapers.s3.amazonaws.com/smss09/SocialMediaMarketingIndustryReport.pdf
Growth Trends ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Retention Rates ,[object Object],[object Object],[object Object],http://www.businessinsider.com/60-of-twitter-users-quit-after-a-month-2009-4
Statistics-Overlapping ,[object Object],http://www.readwriteweb.com/archives/who_uses_social_networks_and_what_are_they_like_part_1.php
Statistics ,[object Object],[object Object]
I. Twitter ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
I. Twitter: JetBlue ,[object Object],[object Object],[object Object],[object Object],[object Object]
I. Twitter: Zappos ,[object Object],[object Object],[object Object],[object Object],[object Object]
I. Twitter: Dell ,[object Object],[object Object],[object Object],[object Object],[object Object]
I. Twitter: Dell
I. Twitter: Dell
NYSERDA
Case Study: Skittles ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Case Study: Skittles
II. Facebook ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
II. FB Applications: Green Your PC
II. FB Application: Green Your PC ,[object Object],[object Object],[object Object],[object Object]
II. FB: Group Pages ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
II. FB Group: Empire State Wine Club
II. FB Group: Empire State Wine Club
II. FB: Fan Pages ,[object Object],[object Object],[object Object],[object Object],[object Object]
II. FB: Green Energy Watch Fan Page ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
II. FB: Green Energy Watch Fan Page
Google Ad-Words
Seven Deadly Sins ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Kugler, L. Make Social Networks Work For You. Advertising Age. (Midwest Region Edition).  Chicago: Sep 22, 2008. Vol. 79, Iss. 35, pg. C6, 2 pgs.
References ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
QUIZ ,[object Object]
 
Nielsen Overnights, Monday October 19 Time Net Show 18-49 Rating/Share Viewers (Millons) 8:00 FOX ALCS Overrun 4.8/13 14.00 CBS How I Met Your Mother 3.5/10 8.76 ABC Dancing With the Stars  3.3/9 15.98 NBC Heroes 2.5/7 5.67 CW One Tree Hill 1.1/3 2.29 8:30 FOX ALCS Overrun/House 4.2/11 11.24 CBS Accidentally on Purpose  3.4/9 8.62 9:00 CBS Two and a Half Men 4.7/12 13.83 FOX House 4.1/10 10.17 ABC Dancing With the Stars 3.8/9 17.04 NBC Trauma  1.8/4 5.52 CW Gossip Girl 1.0/2 1.93 9:30 CBS The Big Bang Theory 5.1/12 13.12 FOX House/Lie To Me 3.5/8 9.33 10:00 CBS CSI: Miami 3.8/10 12.65 FOX Lie To Me 2.6/7 7.45 ABC Castle 2.4/6 9.88 NBC The Jay Leno Show 1.4/4 4.74 10:30 FOX Lie To Me/Various 1.9/5 5.26
Where does this information come from? ,[object Object]
Advertising Concepts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Advertising Concepts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Time Net Show 18-49 Rating/Share Viewers (Millons) 8:00 FOX ALCS Overrun 4.8/13 14.00 CBS How I Met Your Mother 3.5/10 8.76 ABC Dancing With the Stars  3.3/9 15.98 NBC Heroes 2.5/7 5.67 CW One Tree Hill 1.1/3 2.29 8:30 FOX ALCS Overrun/House 4.2/11 11.24 CBS Accidentally on Purpose  3.4/9 8.62 9:00 CBS Two and a Half Men 4.7/12 13.83 FOX House 4.1/10 10.17 ABC Dancing With the Stars 3.8/9 17.04 NBC Trauma  1.8/4 5.52 CW Gossip Girl 1.0/2 1.93 9:30 CBS The Big Bang Theory 5.1/12 13.12 FOX House/Lie To Me 3.5/8 9.33 10:00 CBS CSI: Miami 3.8/10 12.65 FOX Lie To Me 2.6/7 7.45 ABC Castle 2.4/6 9.88 NBC The Jay Leno Show 1.4/4 4.74 10:30 FOX Lie To Me/Various 1.9/5 5.26
Advertising Concepts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Advertising Concepts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],"arthritis" = all rheumatic    diseases  Est. prevalence = 13.6%
Advertising Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Major types of media
Sales Promotion ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Sales Promotion - Events/Contests
Public Relations “ Free” media? “ We got 1,000 people at our event this weekend!” You spent $20,000 in out-of-pocket costs and staff time. What’s the CPM?
Marketing-Oriented Public Relations Build positive WOM Strengthen brand Generate interest Support marketing comm. Generate news coverage Get out of trouble Demonstrate concern Repair brand damage Reduce interest Turn off spotlight
Direct Marketing “ Occupant” Mailing Targeted & Personalized
Direct Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Direct Marketing Ability to track responses is essential.
Summary ,[object Object]
Next up: ,[object Object]

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Nyserda Week 3 08 Oct2009

  • 1. Marketing Class #3 October 21, 2009 John W. Huppertz, Ph.D. Associate Professor of Management Christie M. Griner, MBA Adjunct Instructor
  • 2.
  • 3.
  • 4.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12. Current Popular Social Networking Modes http://marketingwhitepapers.s3.amazonaws.com/smss09/SocialMediaMarketingIndustryReport.pdf
  • 13.
  • 14.
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  • 17.
  • 18.
  • 19.
  • 20.
  • 24.
  • 26.
  • 27. II. FB Applications: Green Your PC
  • 28.
  • 29.
  • 30. II. FB Group: Empire State Wine Club
  • 31. II. FB Group: Empire State Wine Club
  • 32.
  • 33.
  • 34. II. FB: Green Energy Watch Fan Page
  • 36.
  • 37.
  • 38.
  • 39.  
  • 40. Nielsen Overnights, Monday October 19 Time Net Show 18-49 Rating/Share Viewers (Millons) 8:00 FOX ALCS Overrun 4.8/13 14.00 CBS How I Met Your Mother 3.5/10 8.76 ABC Dancing With the Stars 3.3/9 15.98 NBC Heroes 2.5/7 5.67 CW One Tree Hill 1.1/3 2.29 8:30 FOX ALCS Overrun/House 4.2/11 11.24 CBS Accidentally on Purpose 3.4/9 8.62 9:00 CBS Two and a Half Men 4.7/12 13.83 FOX House 4.1/10 10.17 ABC Dancing With the Stars 3.8/9 17.04 NBC Trauma 1.8/4 5.52 CW Gossip Girl 1.0/2 1.93 9:30 CBS The Big Bang Theory 5.1/12 13.12 FOX House/Lie To Me 3.5/8 9.33 10:00 CBS CSI: Miami 3.8/10 12.65 FOX Lie To Me 2.6/7 7.45 ABC Castle 2.4/6 9.88 NBC The Jay Leno Show 1.4/4 4.74 10:30 FOX Lie To Me/Various 1.9/5 5.26
  • 41.
  • 42.
  • 43.
  • 44.
  • 45.
  • 46.
  • 47. Major types of media
  • 48.
  • 49. Sales Promotion - Events/Contests
  • 50. Public Relations “ Free” media? “ We got 1,000 people at our event this weekend!” You spent $20,000 in out-of-pocket costs and staff time. What’s the CPM?
  • 51. Marketing-Oriented Public Relations Build positive WOM Strengthen brand Generate interest Support marketing comm. Generate news coverage Get out of trouble Demonstrate concern Repair brand damage Reduce interest Turn off spotlight
  • 52. Direct Marketing “ Occupant” Mailing Targeted & Personalized
  • 53.
  • 54. Direct Marketing Ability to track responses is essential.
  • 55.
  • 56.