Digital Marketing Presentation – Channels and Online Landscape (MKTG-7546, Module 1)

MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com


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360i: Social Commerce Playbook

1. Social commerce = influence2. 2015 = $30 billion3. Social shopping isn’t shopping4. Reviews are for reassurance

purposes (57% more likely purchase with 25% higher value)

http://www.slideshare.net/360i/360is-social-commerce-playbook


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360i: Social Commerce Playbook

Attention Interest Search Action Share

Psychological Change (passive)

Action (active)

http://www.slideshare.net/360i/360is-social-commerce-playbook


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Today’s Terminology

• Microlistening– Identifying nuances from social

commentary and text analytics to drive decisions

• Social Capital– Reputation and authority gained

through participation, engagement, contributions, and paying it forward


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Tools & Measurement

• Spy

• Archivist

• Facebook Insights

http://spy.appspot.com/

http://archivist.visitmix.com/

https://www.facebook.com/ProfessorBrey?ref=digest_email&sk=page_insights


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• Project Dreamcatcher• Causes.com• Super Bowl Command

Center

http://www.causes.com/


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/Professorbrey

@professorbrey

CHANNEL APPROPRIATENESS & ONLINE LANDSCAPE

MKTG – 7546 Marketing in a Digital Environment


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Marketing Funnel

Awareness

Consideration

Conversion

Loyalty

Advocacy


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Product Price

Promotion Place

Marketing Mix


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Product Decisions

• Functionality• Appearance• Quality• Packaging• Brand• Service and support


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Price Considerations

• Profit• Sales• Competition• Allowances• Financing


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Promotion Considerations

• Advertising• Public Relations• Personal Sales• Sales Promotion• Message• Media• Budget


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Place Considerations

• Channels• Coverage• Locations• Logistics• Service levels


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Consumer Cost

Communications Convenience

Consumer Mix


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D I G I TA L M A R K E T I N G


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Digital Marketing Funnel

Satisfaction

Loyalty

Engagement

Life-Time Value

Advocacy

Awareness

Visitors

Interaction

Research

Sales

Customer


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Awareness

Visitors

Interaction

Research

Sales

Customer

• Awareness– Product viability

• Visitors– Site examination

• Interaction– At the product or company level

• Research– External site review

• Sales– Product or service exchanged

for compensation


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Customer

• Satisfaction– Needs are met, experience

requirements met• Loyalty (Behavioral/Attitudinal)

– Multiple purchases• Engagement

– Organization directive• Belonging

– A product/service subculture• Advocacy

– Selling done easy – the customer does it!

Satisfaction

Loyalty

Engagement

Belonging

Advocacy


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Internet Marketing

• Display Advertising – Banner ads, video ads, and overlays– 31% go unseen, under 17 is 100%

• Display advertising marketing– Google Adwords, Yahoo Search Marketing– 89% of traffic would not come from organic search– Used for high profit margins, replacement factor is

low and value of organic clicks are low (Google)


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Internet Marketing

• Search engine optimization– Keyword research, on-page optimization, link

building– 42% click first result, 62% click on first page, 77%

prefer organic results, 40% report 500% ROI (Intraspin.com)

• Email Marketing– Email newsletters, brand building emails, conversion-

focused emails– Ratio return of $44.52:1, 39.4% view most powerful,

63% increase their overall spend (mailermailer.com)


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Internet Marketing

• Referral marketing– Purchase-process simplification, click-through rate

improvements– 65% of business comes from referrals, 4x more

likely to purchase than other means (NYTimes & Nielsen)

• Affiliate marketing– Commission junction, in-house affiliation– 50% are new to the business, minimal profits


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S O C I A L E N G A G E M E N T


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Social Media Statistics

• Fan Page Flow– From people to activities

• iStrategy Labs– Sex, Drugs & Rock n’ Roll?


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Propagate

Produce

Profiles

Participate

Progress


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Publish Tools

• Blogs– Wordpress to Wetpaint

• Microblog– Twitter

• Wikis– Wikipedia

• Social stream services– Tumblr to FriendFeed


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Publish Tools

Reasoning• Share knowledge and

expertise• Regular communication• Informal means to connect• To educate and inform

stakeholders• Employee involvement and

customer touches

Business Applications• Gizmodo as a place for

gadgets or gizmos• Wiki entries to create your

online, collective position• Twitter to engage and

service customers


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Share Tools

• Videos– YouTube to Vimeo

• Photos– Flickr to Picasa

• Links– Delicious to Digg

• Music– Last to Spotify

• Documents– Slideshare to Scribb


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Share Tools

Reasoning• People don’t read when

they CyberSlack• Additional exposure and

tracking ability• The next form of

personalized entertainment• Share what you have, create

a viral anything (notice this presentation)

Business Applications• Advertising on the right

networks with right content on or in videos

• Build greater relationships with the brands through outlets

• Create branded channels with consumer content


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Discuss Tools

• Bulletin boards– bbPress to Gravity

• Comments– CoComment to Backtype

• Social Search– Quora to Aardvark


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Discuss Tools

Reasoning• Creating a community

within a community• Saving on the costs of

customer service• Identifying relevant

resources based upon interests and relationships

Business Applications• Bring real-life into virtual

life and vice versa• Share information based

other similar users (not just the business)

• Utilize human capital to become a field expert

• Track comments across all websites


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Commerce Tools

• Customer Reviews– TripIt to PowerReviews

• Collaborative feedback– Uservoice to GetSatisfaction

• Recommendation– Weardrobe (Google) to Polyvore

• Localized Coupons– Groupon to Living Social

• Purchase Sharing Tools– Blippy and Swipely– ShopTab and Boosket


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Commerce Tools

Reasoning• Create trust within the

social market • Allows consumers to have a

role in the business process• Create and drive awareness• Friend recommendations

drive 5x greater propensity to buy

Business Applications• Greater propensity to buy

and buy more• Provide additional ideas for

consumer purchases• The almighty Groupon as

awareness (not revenue)• What someone else is

wearing, buying or traveling to (influence)


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Location Tools

• Social location platforms– Foursquare to Gowalla

• Local social networks– Loopt and Whrrl

• Mobile search networks– Mocospace

• Events Sharing– Upcoming to Zvents


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Location Tools

Reasoning• Humanization and

localization of the www• Reaching the youth in urban

areas• Integration with each other• Provide an outlet for people

to be heard

Business Applications• Billboards and business

deals• Creation of a “tour of” for

product interaction• Let others know what,

where and when is happening

• Synergistic activities with collaborative businesses


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Network Tools

• Personal social network– MyLIfe to Badoo

• Professional social network– LinkedIn and Plaxo

• Social networks– Facebook, Myspace

• Social network creation– Ning and Kickapps


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Network Tools

Reasoning• Connect, connect and relate• Reach the masses on their

social networks• A social history, public and

scrutinizing (Timeline)• Demonstrate who you are

and validate why you are

Business Applications• Facebook fan pages• Expertise showcase through

LinkedIn (B-2-B)• Create an internal/external

social network for collaboration co-creation (crowdsourcing)

• Demonstrate openness to create a level of trust


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Gamer Tools

• Casual gaming– Pogo to Playfirst

• Social gaming– Zynga to Playfish

• Mobile gaming– OpenFeint and ngmoco

• Virtual Worlds– Second life to Poptropica


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Games Tools

Reasoning• Market-specific targeting• Social gaming is part of the

new workplace fabric• Creation of an additional

community• Targeted advertising to

captured audience• Selling of virtual goods

Business Applications• Testing in virtual life before

rolling out to real life• Field or industry specific

gaming feature and goods (brand relationships)

• Advertising or game-feature sponsors


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B U S I N E S S I N T E L L I G E N T


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Critical Metrics

• Visits and visitors– Awareness

• Time on page and site– Time to ‘soak it all in’

• Bounce rate– That is the wrong answer

• Exit rate– Where are we losing them

• Conversion Rate– How many are doing what we want


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Four Attributes

• Uncomplex– Not everyone understands

• Relevant– Does it make sense

• Timely– Quick turnaround

• Instantly useful– Fewer metrics but greater applicability


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Practical Measurement Solutions

• Bottom line demystification

• Click density analysis

• Customer behavior aggregates

• SEO Analysis


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Measuring Buzz

• Buzz by category/topic• Shift in buzz over time• Buzz by time of day• Seasonality of buzz• Competitive buzz• Amount of buzz from impressions• Buzz by social channel


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Social Technologies Tool Selection

• Social Media Medium and Consultant Selection©


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Garrett Popcorn

• Listening to Learning• Social Media Personality• External Forces• From Local Domination to Global

Force• A Village Perspective


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Select Your Social Media Outlets

• Your industry

• Your company

• Tools of the trade

• Outlet selection


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Trends Assessment

• Where does everyone currently stand in their identification of trends?


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White Paper: Come prepared to talk about your top idea and a potential application on Monday

• Kaushik, Chapter 5• Kauchik, Chapter 6• 30 Ideas for Your 2012 Social Media Plan

NEXT WEEK

http://www.slideshare.net/Radian6/30-ideas-for-your-2012-social-media-plan


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