DATA CONTINUED AND CONTENT MARKETING

JN2702

Plan for today

Complete the process of looking at data from last week

Introduce the concept of ‘big data’

Consider some of the ‘editorial products’ data may help create or accentuate

Look at Content Marketing, and how it works with organic search

How content marketing feeds into Search Engine Optimisation and Social Media Optimisation

Engage in an overview of Chris Anderson’s concept of ‘The Long Tail’

Recap: last week’s key points

When social media goes wrong

Data analytics and how to monitor success

Real time data and real time marketing

Google Analytics

Facebook Analytics

A request to look at Chris Anderson’s ‘The Long Tail’

Analytics: What do you remember from last week?

Touring Twitter

Covered last week as part of free and paid for campaigns

Paid campaigns offer enhanced analytic information

Twitter ‘cards’ offer alternative ways to monitor success of a dedicated Twitter activity (another link)

Financial Times: Reader DNA

Time and device data: remember the timelines?

FT: Building an advanced picture

More info - here

• 20% of subscription ascribed to data-led marketing

• Subscription can also enable publishers a range of additional detail about their users

• Demonstrate clear ‘return on investment’ as internal (see above) and external marketing (via advertising) can be more effectively targeted

• The range of the FT’s platforms can be seen here

•They also develop in HTML 5, rather than native apps to own as much data as possible

Real time reading: Chartbeat

Real time internet: Google trends

Real Time Data

As we’ve seen, real time data offers consumer activity as it happens

News and information are using it behind the scenes (as we’ve seen over the last few weeks) and at the front end of publication: BBC most popular and social media trends are just 2 examples

Allows marketers to respond with product design, pricing and PR activities

Analytics platforms building in real time monitoring

Specialist services creating usable consumer profiles, and marketing services

This link might be useful for more information

Example of marketing ‘products and techniques’

There are a range of editorial tactics and products that could be exploited on the back of data-led feedback

Topic-specific content feeds: social media, online, print products

Time-sensitive distribution on all feeds, across all platforms to capture the audience when they’re most engaged

In-platform personalisation based on usage (cookie) and other profile data (Amazon)

Algorithmic search results that offer organic user personalisation (Spotify [and Google])

Even more data

Sentiment analysis

A number of data providers are providing sentiment analysis Seeks to classify emotional

responses to social media outputs Text is analysed for emotional

signifiers and meaning

Brands can use this to Brand and product perception Reputational management

Publishers are using this to assess ‘signals’ and ‘trends’

This slideshow from the FT provides more information for you to look at

Here’s another Mashable source

Social media analytic data in friendly form

Klout Kred Tweriod: time-

based analysis

More information for free and commercial use

Data brainstorm

What types of data do you think would be most useful for marketers?

You can apply this to your own assignment 2 ‘client’ if you want to…

Work in groups or individually

Big Data, and its challenges Digital connectivity is generating more data than has ever

existed before. ‘Big Data’ presents both a huge opportunity and challenge to media marketers.

Understanding how to navigate the huge amounts of information available via the web: trillions of data points can be generated in just a short about of time

How to use that to profile consumers and better position products and related ads

Producing technologies that are capable of reading the data and extracting meaning from a huge swathe of information

A useful link

It’s that image again…

To aid understanding

Broad summarySocial media and data platforms can be exploited

in a number of ways

Commercial Produce smart ads and increase social media-based penetration and reach

using paid for options

Monitor and quantify the success of this activity using a range of metrics (Google Analytics, native analytics platforms or third-party services).

The ability to monitor this activity, and conversion rates, is a significant advantage over offline alternatives

Publishers can build increasingly c0mplex behavioural patterns using some/all of this data

Warning

Data in itself might not always provide ‘answers’ and users need to be able to understand what the data might, or might not, signify

Content marketing

Content marketing explained Content marketing sees targeted

editorial text, video be used to advance commercial or other interests online. It’s more than news, it’s text designed to capture audience and traffic.

content marketing spend expected to reach £5.8bn this year (Curata via the Guardian)

content marketing can increase brand awareness by 85% (Curata) and customer interest by 62% (Curata)

The news and information sector is increasingly incorporating content marketing into their operations, and offering it as a service. Guardian Labs is a good example of this

More info available from the Content Marketing Association

Specialist agencies exist outside the mainstream to deliver ‘branded content’

SEO and content marketing Ensures content is findable

Search engines detect web pages and list them

Text, video, audio and images are ‘optimised’ to make them more searchable and therefore findable

Constructing websites and content with search engines in mind

Remember this slide? This tme, we’re looking at organic ads

Heat maps – where search meets humanity in the shape of an F

Google Penguins and PageRank

V2.1

The Human Search Engine

What factors are search engines interested in…?

They like websites that have good-quality textual and video content that is relevant to users’ search terms

They recognise sites that attract visitors and are used by incoming traffic: it means that they’re good!

‘Metadata’– engines appreciate what is your site/pages are called

Engines like relevant URLs, rather than random numbers

They hate it when someone tries to trick them

Search engines like order – if you’re tagging your content into organised groupings, it’ll be appreciated by the engines

Pictures and video are searchable via tags, names and captions

Search engines like to see hyperlinks that direct users around your site, and the rest of the web

Search engines closely guard their algorithms, and many give different values to certain variables, but a few standard factors can be indentified…

Social Media Optimisation Similar to Search Engine

Optimisation, Social Media Optimisation and involves the coordinated use of social media platforms to convey brands and information

The emphasis is around a coordinated strategy and utilising specific tools to encourage users to network on your behalf

It also involves monitoring successful engagement working with demographic, platform, data and product information.

We’ve spoken about this lots in an abstract, but this is a more commercial incarnation of how to utilise social media for marketing purposes

The first person to coin the phrase social media optimisation was Rohit Bhargava in 2006. His original blog post can be found here

Bhargava’s updated (2010) rules of SMO

1) Create shareable content2) Make sharing easy3) Reward engagement4) Proactively share content5) Encourage the mash-up

Chunked content (again)

Next week will not exist

Well. It will. But you know what I mean.

No lecture/seminar.

Individual meetings are available…