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Ahmeed Rahim Benjamin Moore Gauri Nagpal Max Goodley Will Rivera

Digital Marketing& Social Media Strategy Group Presentations Section: 11:30

Agenda

• Social Media Monitoring Volume and Sentiment Trends Content and Influencers Affinities

• Marketing, Social Media, and Financial Performance Marketing and Financial Performance Social Media and Financial Performance Marketing and Social Media Marketing, Social Media, and Financial Performance

• The MyProject App Features Promotion Target Users

Social Media Monitoring

Volume Sentiment

Constant Volume 1) Miley Cyrus joke 2) Controversial racist tweet3) Credit card info hacked

Neutral overall sentiment 1) Credit card breach 2) Retool Your School

Campaign3) Racist tweet

Content

2013-2015: posts about gift card giveaways and job postings

2013: posts about the Miley Cyrus joke

2014: posts about a credit card breach and plants with pesticides

2015: posts about gift card giveaways and job postings

Affinities

Home Depot (01/01/2013 - 10/22/2015) All of Twitter

Blogging

Coupons

MSNBC Affordable Care Act

Parenting

Chelsea Handler

Home Improvement

Celebrities

Real Estate

R&B

Being a Mom

Hip HopMTV

Marketing, Social Media, and Financial Performance

Marketing Expenditures and Financial Performance

• Data Used Marketing spend vs

Financial performance/ Stock Price

Shifted to data to see if marketing had a “lag” effect

Synergy with different variables (internet, tv, and dif marketing channels)

• Results Not significant Recommendation: To create

better tools or metrics to quantify marketing expenditures performance

Social Media and Financial Performance No significant relationship between volume of posts and

quarterly gross profit or volume of posts and stock price

No significant relationship between post sentiment (positive, neutral, negative) and quarterly gross profit, but there was a significant relationship between post sentiment (neutral and negative) and stock price

There was no significant relationship between positive post sentiment and stock price

Marketing Expenditures and Social Media

For every $1000 of marketing spend on...

This Month Next Month

Internet

Syndication

Magazine

SLN TV

-6

Total Posts Positive Posts Total Posts Positive Posts

-17

+11

+1

+1 +10 +1

+2

Bringing It All Together• Does interaction variable affect

quarterly gross profit?

Aggregate Marketing Expenditure x Volume of Positive Posts

• Fairly confident marketing does not have an effect on a quarterly level

p value = 0.11

• Ways to increase statistical significance

Acquire more detailed data Income per week Volume of posts directly

related to Home Depot

• Results driven by Majority social media content

caused by external events Minority of posts caused by a

Home Depot marketing campaign

The MyProject App by Home Depot

App Overview

Same Day and Long Term Scheduling and Tracking

Contact Your Home Depot Contractor

Do It Yourself

Blog

Donate to Causes

Project Scheduling

Short Term • “Uber-like” • Quick fixes/ maintenance • Find a contractor near you

who can come right now • Home Depot stamp of

approval• Customer reviews

Long Term • Find a specialist • Track your progress • Link to current Home Depot

product app

Do It Yourself

Collection of DIY articles from blog Curate articles to your interests and needs Share articles on social media

Calendar of DIY workshops in your area Attracts moms and kids who are likely to post about

the experience later

Earn Points And Donate To Causes • Reach milestones and earn

points 3rd project Money spent

• Get a discount online

• Home Depot will donate to its sponsored causes 1 point = 1 cent Users can decide how much

to donate Retool Your School Veterans Campaign

Promote Positive Sentiment

Promotion (How to Target)

College Game Day Tent Create awareness among

football fans #let’sdogameday

#MyProjectApp

Gift cards People who recommend their

friends to the app First time users

Magazines

Promotion (Who To Target)

Top Affinities Blogging Coupons Parenting Home Improvement

Target Users New home owners Remodelers Parents DIY customers

Summary Marketing spend had no effect on financial performance Social media activity had little effect on financial performance Marketing spend had some effect on social media activity

Spend on internet and syndication had negative effect Spend on magazines and SLN TV had positive effect

Marketing spend and social media activity together had had no effect on financial performance

MyProject App serves mobile users in a new way

Q &A

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Thank You!!