digital environment marketing presentation – online value chain dynamics (mktg-7546, module 1)
DESCRIPTION
Online Value Chain Dynamics (Module 2) presentation for the MKTG-7546 Digital Environment Marketing class at the University of Memphis. To learn more about the course and higher-level insights into social strategies for business, visit ProfessorBrey.com.TRANSCRIPT
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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SO
PA
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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Social Terminology
• Authenticity: Describe the ‘real’ feel behind social profiles
• Influence: Measured by your Klout score
• Tweeps: Twitter + People = Tweople
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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/user/TheProfessorBrey
/in/professorbrey
/Professorbrey
@professorbrey
ONLINE VALUE CHAIN DYNAMICSMktg-7546 Marketing in a Digital Environment
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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IBM Folly
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Internet Marketing is a set of activities that enable the acquisition of targeted Web traffic and the conversion of Web visitors.
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Typology
• Display advertising• Search engine marketing• Search engine optimization• Email marketing• Referral marketing• Affiliate marketing• Content marketing
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com
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PPC, CPC, PSM, OPP, DHS, ATV, CP3Keyword
Research & Grouping
Demographic/Geographic
Targeting
Create Multiple Ads
Keyword Bidding
Split Test Ads & Landing
Pages
PPC Budgeting
Report, Analyze, Optimize
Conversion Rates
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SEO
Accessibility and Usability
Keywords and Trends
Headlines
Linking
Textualization
Tagging and Metadata
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Email Marketing
•List – Email - Report•Strategy & Objectives•Construction & Design•Technological Integration•Segmentation & Distribution•Optimize, Test and Metrics
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-Virginia Ginsburg
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AffiliateRelationship
Website Links Advertisement
Targeted Interaction
Refer Visitors
Tracking System
Paid for purchases
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-Rylan Claynes
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MEMPHIS.XXX
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• Why social media?
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A Piece of SoMe Business Pi
Marketing/Sales
Customer Service
Business Intelligence
HR/Management
PR/Awareness
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The Internet is Full
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Social Media are technologies that turn communication into dialogue. A group of applications that build on the ideological and technological foundations that allow the creation and exchange of UGC.
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e-Commerce is considered the buying and selling of products over the Internet and any transaction completed primarily through electronic means
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Social Commerce is the fusion of two digital marketing trends: social media and e-commerce.
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Social Media in Plain English
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Social Media Marketing• Dominate• Shout out loud• Me, me, me• Push the product• Advertising• Control• Pursue leads
Traditional
• Create community within• Listen, then whisper• Us, us, us• Pull in people with your story• Word of mouth• Allow• Nurture relationships
Social Media
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Social Media Marketing
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• Again, why social media?
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Social Commerce
-1000 Heads
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Facebook Visualizations
• Facebook Social Graph
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10/90 Rule
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Critical Questions
• Reporting or analysis– Most say analysis but they actually want reporting
to make decisions– Decentralized decision making, history, risk, tribal
knowledge, brainpower• IT or business strength– IT vs. Marketing, analysis, and strategic decisions
• Am I solving for 1.0 or 2.0– Sheer numbers of qualt, quant and competitive
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• What are the 10 questions to ask a potential vendor?
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Social Media Measurements
It’s no longer about the size or frequency, they are gateway metrics, it’s about leading indicators and quality of engagement.
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Social Media MeasurementAwareness
Engagement
Persuasion
Conversion
Retention
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-Nicole Kelly
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Blogging ROIBenefit Appropriate Measurement
Consumer self-education Higher conversion rate for blog visitors
Greater visibility in search results Increased traffic from search to blog
Lower the cost of public relations Generate the same level of awareness as PR
Reach an enthusiast community Lower cost communication tool
Address criticisms on other blogs/news stories
Measure the slow down of bad news spreading
More responsive to consumer concerns Track customer satisfaction and retention
Improve employee innovation and productivity
Track employee satisfaction and retention
Improved stock price with greater visibility into the organization
Connect improved investor sentiment to blog readership
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• What, I have to answer this stupid, Why Social Media?, question again!
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Rules of Social Media – Radian 6
• Refine, refine, refine• Process what you hear• Don’t ever stop listening• Measure what matters• Give your numbers context• Invest into measuring• Not directly engaged• Policies and guidelines a must• Be kind, social and consistent
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Levi Strauss
• Install social features, increase WOM funnel and marketing– Friends are shopping with you (through
Facebook activity)– Registration is so passé (% of people are
annoyed with it)– Take part in recommendations,
opportunities for upsell– Biggest opportunities are still unseen
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Pay Attention: The best way for me to know that you are keeping up is to follow @professorbrey and facebook.com/professorbrey and follow Professor Brey on Slideshare.
• Read: Kaushik, 2010 Chapters 3 & 4 • Social Sites: Facebook, Twitter, Slideshare• Read: Social Commerce Playbook from 360i
NEXT WEEK
Remember: Use the #smce hashtag when Tweeting about course content. You never know, you may become an internet star!