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SOCIAL MEDIA MARKETING OF NEW TECHNOLOGIES
Virtual Reality Products
NNU: Social Media Management Workshop: TUE Mar. 8, 12:10pm - 1:30pm
Dr. Michael Sutton, CKOFUNIFICATION [email protected]
NNU Social Media Management Workshop 1
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New Challenges with Social Media Management (SMM) & New Technologies■ Social Media Management
– Campaign Tracking and Analysis– Audience and Channel Optimization
■ Social Media Strategy– Objectives– Marketing Goals– Audience Target
■ Social Media Design– Skins: Youtube Channel, Facebook,
Twitter pages– Creatives: Banner, Microsites, Landing
pages– Videos: Viral Videos, Video Editing
■ Social Media Advertising– Article/ Video Syndication– Social Display Ads– Social Video Distribution– Press Release and Distribution– Social Network Marketing– Pay Per Click: Facekbook/ LinkedIn– Email Marketing– MMS Mobile Text Message Marketing
NNU Social Media Management Workshop 2
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SMM Landscape (Inter-Galactic Level)
NNU Social Media Management Workshop 3
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SMM Landscape (Manageable Level)
NNU Social Media Management Workshop 4
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SMM Landscape (Manageable Level)
NNU Social Media Management Workshop 5
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Advanced Targeting Options [1]
■ Interest targeting: – Reach specific audiences by looking at their self-
reported interests, activities, skills, pages/users they have engaged with, etc.
– Often related to keyword targeting– Interests can be:
■ as general as an industry (e.g. automotive industry) ■ as specific as a product (e.g. convertibles).
– Offered by: Facebook, Twitter, LinkedIn (under “Skill”), Pinterest.
NNU Social Media Management Workshop 6
Ganguly, S. (March 17, 2015). Why Social Media Advertising Is Set To Explode In The Next 3 Years. Retrieved from: http://marketingland.com/social-media-advertising-set-explode-next-3-years-121691
http://www.ghcloset.com/wp-content/uploads/2016/01/virtual-reality-enters-new-dimension-gun-670.jpg
Advanced Targeting Options [2]
■ Behavioral/Connection targeting: – Reach people based on purchase behaviors or intents
and/or device usage.– Reach people who have a specific kind of connection to
your page, app, group, or event. – Both types of targeting take past behavior into account
to help you determine intent. – Offered by: Facebook, Twitter, LinkedIn.
NNU Social Media Management Workshop 7
Ganguly, S. (March 17, 2015). Why Social Media Advertising Is Set To Explode In The Next 3 Years. Retrieved from: http://marketingland.com/social-media-advertising-set-explode-next-3-years-121691
http://cdn.bgr.com/2015/11/impacto-virtual-reality.jpg
Advanced Targeting Options [3]
■ Custom targeting: – Reach audiences by uploading a list of email
addresses, phone numbers, users IDs, or usernames. – Facebook calls its custom targeting Custom Audiences– Twitter calls its own Tailored Audiences. – Based upon the same concept:
■ if you have a known group of people you’d like to target, you can simply upload them and target them directly
■ assuming the social network can match the data you’re uploading with real profiles.
– Offered by: Facebook, Twitter.
NNU Social Media Management Workshop 8
Ganguly, S. (March 17, 2015). Why Social Media Advertising Is Set To Explode In The Next 3 Years. Retrieved from: http://marketingland.com/social-media-advertising-set-explode-next-3-years-121691
http://forum.notebookreview.com/attachments/man-sticks-face-on-screen-jpg.109897/
Advanced Targeting Options [4]
■ Lookalike targeting: – Reach new people who are similar to an audience you
care about. – Helps businesses extend their custom audiences to
reach new, similar users. – For those businesses looking to acquire new
customers through social media advertising, lookalike targeting can be a fantastic acquisition tool.
– Offered by: Facebook, LinkedIn.
NNU Social Media Management Workshop 9
Ganguly, S. (March 17, 2015). Why Social Media Advertising Is Set To Explode In The Next 3 Years. Retrieved from: http://marketingland.com/social-media-advertising-set-explode-next-3-years-121691
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Today’s Workshop Scenario Product
NNU Social Media Management Workshop 10
■ VolvoReality XC90 Test Drive – https://youtu.be/Wuln2bJkp1k
■ Happy Goggles - A virtual reality headset made from a Happy Meal Box– https://youtu.be/bnYg752URcE
■ VR Postcards | Behind the Scenes (Marriott Hotels)– https://youtu.be/fT2p4EBXYSg
Today’s Workshop Scenario [1]
■ Setting:
■ Style:
■ Duration:
■ Goals:
■ Your next job interview
■ Experiential interview
– 20 min analysis and decision-making– 5-10 min. reporting out
– How well do you work with teams to achieve a goal?– What can you contribute to a team initiative in SMM?– What original contribution(s) can you deliver within a team
structure?
NNU Social Media Management Workshop 11
Your Task for This Workshop
Each team receives an Advanced Targeting Option:■ Lookalike targeting
■ Custom targeting
■ Behavioral/Connection targeting
■ Interest targeting
Develop a Targeting Plan for Marriot Hotels■ Who?■ What? ■ Why?■ Where?■ When? ■ How?■ How Much?
NNU Social Media Management Workshop 12
Report Out Verbally
NNU Social Media Management Workshop 13
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