digital marketing presentation – e-marketing management (mktg-7546, module 4)

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

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Leveraging Your Success

• So, where does everyone go from here with their trends?


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Defining and Measuring Influence

• What is online influence• Soft and hard metrics• Brand relevance, reach and

syndication• Channel vs. Influence

http://www.radian6.com/wp-content/uploads/2011/01/Radian6_JAN2011_Book.pdf


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Social Terminology Today

• BackType– Company to measure engagement

• #ff– Follow Friday of identifying

interesting users to follow• Lifecasting– Constant updating of a person’s life

& can involve wearable technology


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Tools & Measurement

• Hashtracking

• Crowdbooster

• TweetReach

http://www.hashtracking.com/

http://crowdbooster.com/

http://tweetreach.com/


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• No Social Marketing• Bigger Than Facebook• Proper Measurement


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MODULE 4 - PROCESS MANAGEMENT: TRADITIONAL - DIGITAL - SOCIAL

MKTG-7546 Marketing in a Digital Environment


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Marketing Process Management

Situation Changes Analysis

Consumer Understanding

Objectives and Strategies

Marketing Mix Tactics & Channels

Implement & Execute

Measure & Interpret

Modification


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Product Price

Promotion Place

Marketing Mix(Traditional)


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Marketing Mix Modeling

• Economic data• Industry data• Advertising data– Promotional, competitive

• Product/service data– Pricing, performance

• Market outcomes– Sales revenues and profits


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Marketing Mix Considerations

• Contribution by marketing activity• ROI by marketing activity• Effectiveness of marketing activity• Optimal distribution of spends• Execution effectiveness learning


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Channel Selection Criteria (Stern & Al-Ansary, 1992)

• Financial strength of channel

• Sales strengths• Product line (channel

variations)• Reputation• Market coverage• Sales performance• Management strength• Willingness to share data• Acept quota

• Advertising programs• Training programs• Sales compensation

programs• Equipment and facilities• Internal processes• Quality of program• Commitment of resources

to partnership• Cooperation in joint

program


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Criteria (Peter and Donnelly, 2004)

• Availability• Willingness to accept product/service line• Geographical market served• Marketing functions performed• Potential for conflict• Potential for long-term relationships• Competitive products sold• Financial condition


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Marketing Mix Decision Graph

Channel Selection Matrix

Channel Selection Tool


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


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Internet Marketing Considerations – e-Business Value Chain

• e-Business Structure• Customer Focus• Product Strategy• Supply Chain Management• Alliances and Outsourcing


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E-Business Structure

• Separate structure– Speed-to-market demands– Attracting and keeping e-skilled employees– Center of excellence, building on each other– Lacks e-business transformation

• Integrated structure– Conflicts over channels and resources– Integrating all related activity– Channel support attributes


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Customer Focus

• Broader range of customers– Quick expansion– Regulations of international selling– New pockets of customers

• Focus on a niche segment– Drilling down on e-segments

• Direct end-user selling– Distribution channels limit this (i.e., car dealerships)– Channel conflict can quickly emerge


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Product Strategy

• Expanding– Building upon current business (products – services)– Value added services (level monitoring)

• Bundling– Increased switching costs– More than just convenience, competitors

• Customization– Mass customization


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Supply Chain Management

• Online procurement– Vertical markets (all in one industry)– Horizontal markets (range of industries– Online exchanges and enterprise resource systems

• Intranets and B2B exchanges– Transformation of social media

• Marketing focus is the distribution channels


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Alliances & Outsourcing

• Technology access– Partnerships to provide more technology

• Customer reach– Aggregators and other customer websites

• Market-entry alliances– Digital alliances to expand entry potential

• Product bundling– Integrated package of services


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Inbound Marketing Process

http://blog.hubspot.com/blog/tabid/6307/bid/31271/How-Inbound-Marketing-Works-From-Start-to-Finish-INFOGRAPHIC.aspx


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A Step Back

• Marketing management to include the whole spectrum – what would you look at from a consumer attractiveness perspective?


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

M A N A G E M E N T C O N S I D E R AT I O N S


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Mind Blowing Statistics

• Facebook user = $118• Facebook paid $1.4b to developers• 97% believe social media

marketing benefits their company• The latest statistics (and I wouldn’t

lie to you)


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Sunflower Model


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Sunflower Model

• Social organizational leader• Organic structure– Around the leader– Ambassadors, CEO blog to fuel conversation,

bloggers, front line Facebookers• Audience– Select and deeply understood consumer group


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Social Media Consultants – Brand Monitoring

• What tool(s) do you use to monitor brand mentions?• Do you monitor sentiment and if so, how?• How will you report on brand mentions? Can you provide a sample report?• How often will we receive a report or will we have access to the reports?• How do you assess which brand mentions require an immediate response and

which do not?• How soon will we be notified of brand mentions that need a response and how

will we be notified?• What is your approach to responding to mentions, positive or negative?• If you respond, who do you leave a comment as and how do you determine

what to say?• If you don’t respond, will you provide us with a template for how to effectively

respond to brand mentions?• Do you just monitor existing mentions or will you help us to build new ones?

http://outspokenmedia.com/branding/find-conversations-by-tracking-brand-mentions/


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Social Media Consultants – Reputation Management

• What services do you provide as part of an online reputation management campaign?

• What is your typical process for handling online reputation management issues?• Can you completely get rid of the negative result(s)?• What responsibilities will your team handle and what will you need us to

manage in-house?• Do you write content/press releases/guest posts for us or will we have to hire

someone else to do that?• What information/access will you need from us before you get started?• How much information do you need regarding the cause of the ORM issue?• How will you determine if reputation management is successful?• How much time could it take to displace negative search results?• Can you make a 3-month projection of how the search results will look for

target phrases?


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Social Media Consultants – Measurement

• What social media marketing channels do you have the most expertise in?• Will you work with us to create a social plan/strategy or do you just create the initial

presence?• What tools do you use to measure social media metrics? Do you have your own

tools or do you use existing ones?• Can you pull archived data with those tools to establish a baseline or are we starting

from present day?• How should we define success/conversions?• Can we use our analytics with your tools when reporting on conversions or will we

have to switch to something else?• How do you the measure the effectiveness of each social media channel?• How should we define ROI? Do you measure the cost per lead/ cost per acquisition?• What methods will you use to grow the accounts and measure success?• Do you have 3-month projection of what we can expect from this investment?• How long will it take to see results?

http://outspokenmedia.com/services/social-media/

http://outspokenmedia.com/social-media/monitoring-social-media-metrics/


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Social Media Consultants - Community

• Will you help us build satellite communities within social media or focus strictly on our Web site?• How will you help us determine our community influencers? If not, can we keep the list that you’ve

created?• Will you reach out to the influencers on our behalf or will we? If it’s on you, how transparent will you

be about our relationship with us? How do you keep it authentic?• Will you give us a strategy for how to connect with influencers in a way that doesn’t appear

spammy? Small talk makes us nervous, but we want people to know we’re real.• What methods will you use to grow our audience? Will they get us in trouble or turn people off?• How do you measure community ROI? We hear follower numbers are so 2008, but what else is

there?• What about the new FTC guidelines for sponsored advertising? How do we know when or what to

disclose?• How can integrate our online community with our offline community and into our traditional

marketing efforts?• Will you give us any guidelines for how to talk to people and how to be a good social media citizen so

we don’t look foolish?• Will you teach us how to sustain what you’ve started? We will be taught how to use the tools,

identify people, and essentially do what you did?

http://outspokenmedia.com/online-marketing/how-to-promote-good-content/

http://outspokenmedia.com/social-media/how-to-measure-community/


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Social Media Consultants – The Right Fit

• Do their core values match my own?• Are my customers on social media? Do I even need these services?• If I’m the one who will be tweeting, Facebooking, blogging, am I

social enough for this?• Am I being offer a social media presence or an outlined strategy?• Do they seem excited to work with me? Am I excited to work with them?• Do they understand our point of difference?• How customized does their strategy feel?• Do they take time to answer our questions and explain rationale or do they seem

fearful of going into specifics of what they’re doing?• What does this company’s reputation appear to be in the community? Are they

practicing what they preach and tracking/responding to their own mentions?• Do I trust the people behind this company? Do they seem to care about my brand?• How will the strategy they outline complement your larger objectives?

http://outspokenmedia.com/branding/building-brand-core-values/

http://outspokenmedia.com/social-media/avoid-social-media/


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Social Media Policy Examples & Resources

http://socialmediatoday.com/davefleet/151761/57-social-media-policy-examples-and-resources


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Social Media Policy

• The employee social media bill of rights• Internal usage guidelines• External usage guidelines• Employment disclosure guidelines• Anti-defamation guidelines


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Social Media Policy

• Social media confidentiality and nondisclosure guidelines

• The employee digital citizen contract• Training resources• Social media policies for agency partners,

contracts and external representatives


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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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Data to Work

• Goals and Strategy– Don’t lose site of top-line objectives– Align the right goals with the right stakeholders– Create an inclusive forum for priorities– Reprioritize often– Reward performance and hold people accountable


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Data to Work

• Expertise– Create a central hub to support users– Include diverse skill sets• Technical, analytical, interpersonal

– Consider outside help– Plan for outgoing support– Include an educational component


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Data to Work

• Tools– Keep it simple– Don’t pay for what you don’t need– Use the right tool for the right job– Validate your installations– Centralize administration


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Data to Work

• Unified Data– Monetize metrics– Use prebuilt integrations– Don’t fall into the accuracy trap– Do it manually before you automate– Start small


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Data to Work

• Process Integration– Launch early and often– Deliver the right metrics to the right people– Test and retest– Create a common language– Teach people to fish


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• Do or Die• Don’t get caught in the hype• Get over yourself• Start with a hypothesis• Market goals evaluation criteria• Test and measure for multiple outcomes• Source your tests


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Data Sources

• Fireclick

• Coremetrics (IBM Enterprise Marketing)

• Compete

http://index.fireclick.com/

http://www-142.ibm.com/software/products/us/en/category/SWX00

http://www.compete.com/us/


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Back to Basic Measurement

• % of buzz containing multimedia• Influence on customers reached• Demographics of target audience• Geography of participating

consumers• Sentiment by volume of posts• Time spent on content, sourced from

social media sites


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Managing the Intense

• Planning & Budget

• Dashboard report

• Simply Measured


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Managing the Information Process

• A new, measured culture

• Benchmarking data

• Reporting the right reports, the right information, at the right time


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Next week the information will be a ‘little less heavy’ as we only have one day of content before the mid-term happens!

• Kaushik, Chapter 9• The Social Profile

NEXT WEEK

http://www.exacttarget.com/subscribers-fans-followers/social-profile.aspx


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