digital environment marketing presentation – online value chain dynamics (mktg-7546, module 1)

56
MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com

Upload: eric-t-brey-phd

Post on 08-May-2015

2.172 views

Category:

Documents


0 download

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

Page 1: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

Page 2: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

2

SO

PA

Page 3: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

3

Social Terminology

• Authenticity: Describe the ‘real’ feel behind social profiles

• Influence: Measured by your Klout score

• Tweeps: Twitter + People = Tweople

Page 4: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

4

/user/TheProfessorBrey

/in/professorbrey

/Professorbrey

@professorbrey

ONLINE VALUE CHAIN DYNAMICSMktg-7546 Marketing in a Digital Environment

Page 5: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

5

IBM Folly

Page 6: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

6

Internet Marketing is a set of activities that enable the acquisition of targeted Web traffic and the conversion of Web visitors.

Page 7: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

7

Typology

• Display advertising• Search engine marketing• Search engine optimization• Email marketing• Referral marketing• Affiliate marketing• Content marketing

Page 8: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

8

Page 9: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

9

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

Page 10: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

10

SEO

Accessibility and Usability

Keywords and Trends

Headlines

Linking

Textualization

Tagging and Metadata

Page 11: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

11

Email Marketing

•List – Email - Report•Strategy & Objectives•Construction & Design•Technological Integration•Segmentation & Distribution•Optimize, Test and Metrics

Page 12: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

12

Page 13: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

13

-Virginia Ginsburg

Page 14: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

14

AffiliateRelationship

Website Links Advertisement

Targeted Interaction

Refer Visitors

Tracking System

Paid for purchases

Page 15: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

15

-Rylan Claynes

Page 16: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

16

MEMPHIS.XXX

Page 17: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

17

• Why social media?

Page 18: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

18

Page 19: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

19

Page 20: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

20

A Piece of SoMe Business Pi

Marketing/Sales

Customer Service

Business Intelligence

HR/Management

PR/Awareness

Page 21: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

21

The Internet is Full

Page 22: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

22

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.

Page 23: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

23

e-Commerce is considered the buying and selling of products over the Internet and any transaction completed primarily through electronic means

Page 24: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

24

Social Commerce is the fusion of two digital marketing trends: social media and e-commerce.

Page 25: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

25

Social Media in Plain English

Page 26: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

26

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

Page 27: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

27

Page 28: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

28

Page 29: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

29

Social Media Marketing

Page 30: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

30

Page 31: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

31

Page 32: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

32

Page 33: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

33

• Again, why social media?

Page 34: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

34

Page 35: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

35

Page 36: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

36

Social Commerce

-1000 Heads

Page 37: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

37

Page 38: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

38

Page 39: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

39

Page 40: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

40

Page 41: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

41

Page 42: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

42

Page 43: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

43

Facebook Visualizations

• Facebook Social Graph

Page 44: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

44

Page 45: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

45

Page 46: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

46

10/90 Rule

Page 47: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

47

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

Page 48: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

48

• What are the 10 questions to ask a potential vendor?

Page 49: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

49

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.

Page 50: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

50

Social Media MeasurementAwareness

Engagement

Persuasion

Conversion

Retention

Page 51: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

51

-Nicole Kelly

Page 52: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

52

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

Page 53: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

53

• What, I have to answer this stupid, Why Social Media?, question again!

Page 54: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

54

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

Page 55: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

55

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

Page 56: Digital Environment Marketing Presentation – Online Value Chain Dynamics (MKTG-7546, Module 1)

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

56

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!