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Mktg350 lecture 11042013
- 1. Online & New Media SNC-MKTG350 November 4, 2013
- 2. Tonight’s Agenda: Engagement • Quiz • Class News: the Plan page! • Engagement • Blog Post Reviews: – Goal setting is Success Setting for your online marketing efforts. 7 things to know about Google Analytics Goals. (Alden) – My social media account is private: privacy online is important. (Damon)
- 3. The Plan page lives!!
- 4. What is Engagement? • Getting someone to talk about your product • Getting someone to talk BACK to you – Surveys – Comment on Facebook, Twitter – Come to events • Multi-dimensional – Online, offline, direct one-to-one or one-to-many
- 5. Why do you want engagement? • • • • • • People feel good Interact with your product Tell others about your product Learn from each other Widen your sales force Sell more stuff
- 6. Isn’t it the same as sales? Sorta •Participants •Fans •Spectators
- 7. Dumb Ways to Die
- 9. Example: LEAF Owners Clubs
- 10. Tahoe Bike Challenge 2013 • To drive participation, they needed awareness. • To get awareness, they ran a photo contest on FB. • Started with 95 Likes on FB, went to 913 Likes in 6 weeks. • Generated 15% more riders on Bike Challenge Day.
- 11. Creating Engagement • What do you need? 1. 2. 3. 4. Company/product (reason to engage) Buyer/potential buyer (object of engagement) Communication channels (means to engage) Feeling (we have to care about this enough to get involved) 5. Cycle (reason to engage again)
- 12. Engagement Catalysts • Something is new so we talk about it • There is something in it for me – Promotions, discounts, prizes, etc. • You did something nice (charity or green event) • You did something amazing – won a prize so we are giving you loyal supporters a 10% discount • You made a video (let’s watch!) • You asked me how I like you
- 13. Are you engaging? • Where are the costs in creating engagement? • Is it enough to have a lot of Likes or Yelp reviews? • Do the metrics shift as we start talking about ‘engagement’ rather than ‘traffic’?
- 14. Value of Influence • Why do you want to work with influencers? – Efficient! – They have big mouths – They talk to people FOR you! • Some are more influential than you – You can borrow some of their credibility
- 15. Value of Feedback • How you manage your criticism impacts your ability to recognize it. – If you make it hard to get feedback to your company, people will complain less – If you argue with people, they will feel like you don’t value their opinions, invalidating the purpose of giving you feedback – Sometimes it’s even helpful!
- 16. This is Broken (missed engagement opportunities)
- 17. Engagement Models • Social media: frequent visits, varying involvement • Games: frequent and deep visits • Service: visit sites, FAQs as needed • Search: frequent visits but low duration • Special: one visit per lifetime • News: visit, stay, nothing involved
- 18. What undermines engagement? • • • • Time of users Negative reviews Apathetic response from company Peer pressure
- 19. Blog Topics: • Blog criteria: 300-500 words Has 1-4 images Has links to other articles Takes a position/opinion Tagged the post with relevant categories Used a systematic research process? What did you learn?
- 20. Next session: • Reading: – Persuasion, Chapter 4, Attitude Measurement • Discussion: – Engagement • Measuring engagement • Blog Posts: – Dealing with censorship as a business owner. 7 tips for checking digital self. (Jake)
Notas do Editor
- Let’s say I had some notes here.
- Lovely public safety campaign from Melbourne, ‘Dumb Ways to Die’ has racked up 60m YouTube views and won a sweep of awards. From the Reuters coverage: The three-minute short co-produced by Melbourne private rail service Metro Trains to teach people to be careful around trains, ‘Dumb Ways to Die’, has notched up more than 50 million views on YouTube since its release in November 2012, sparked hundreds of parodies and even become a smartphone game. The clip employs an insanely catchy tune and colorful blobs which die in a variety of ways, including “keeping a rattlesnake as a pet” and “selling both kidneys on the Internet,” before culminating in train-related deaths that are described as “the dumbest way to die”.
- Since 2003, StoryCorps has collected and archived more than 45,000 interviews with nearly 90,000 participants. Each conversation is recorded on a free CD to share, and is preserved at the American Folklife Center at the Library of Congress. StoryCorps is one of the largest oral history projects of its kind, and millions listen to our weekly broadcasts on NPR’s Morning Edition and on our Listen pages. Shares on YouTube: 108k YouTube channel subscribers, 500k views on most of the 23 videos.