Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
UW TMMBA - ENTRE528 - Session 3 - 2013_0422
1. Spring 2013 | Entre 528
Entre 528
Social Media for Managers
Session 3
April 22, 2013
2. Spring 2013 | Entre 528
Today’s Schedule
• Housekeeping / In the News
• ~15 min: In the News
• ~30-45 min: Social Media Analytics
• ~30-45 min: Discussion – Assignments
Break
• ~15-30 min: Lecture: Mobile
• ~30 min: Lecture – Tools for Deeper Engagement
• ~30-45 min Discussion – Projects in Motion
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3. Spring 2013 | Entre 528
Today’s Schedule
Due Today
• Review one social media tool or technology, test it out, and
review it for the Entre 528 blog.
Community Management
• Ways to improve engagement as we go into the least 2
weeks.
Social Media Analytics and Research
• Overview: Frameworks and examples of Social Media
Listening and Monitoring programs. Overview of social
media analytics philosophies.
• In class work: Set up of basic analytics dashboards, discussion
of tools you worked with and wrote about, discussion and
review of group work to date
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15. Spring 2013 | Entre 528
- 200+ million users in 200 countries – techcrunch
- Incredible amount of personal information
- 10 million mo. unique visitors faster than any
independent site in history – Sirona Consulting
- 28.1% annual household income of $100K - ultralinx
- 1+ billion monthly active users - facebook
- 17 billion geo-tagged pictures & check-ins - gizmodo
- 230+ million monthly active users - globalewebindex
- 175 million tweets/day in 2012 – infographics labs
- Google + button used 5 billion times/day - alltwitter
- 625,000 new users on Google+ every day - alltwitter
16. Spring 2013 | Entre 528
Intelligence Cycle
• No matter what methodology you use…
intelligence analysis is an iterative process.
Collect
Store
Analyze
Distribute
17. Spring 2013 | Entre 528
Analytic Framework
• Data Capture
• Data Reporting
• Data Analysis
– What to measure
– What the data is saying
– What should be done based on the data
Source: Avinash Kaushik, Occam’s Razor Blog http://www.kaushik.net/avinash/web-analytics-consulting-
framework-smarter-decisions/
Capture
ReportAnalyze
29. Spring 2013 | Entre 528
Why there’s no “right” social media analytics tool
• Social media platforms change VERY fast
• New social media platforms pop-up frequently
• The boss is picky
• Different industries have wildly different
needs
• Technical infrastructure is almost always
underdeveloped
• Data is useless without interpretation
30. Spring 2013 | Entre 528 http://www.slideshare.net/lmilic/smm-tools-excerpt-final2012-9-13667019
41. Spring 2013 | Entre 528
• First, understand how your customer uses mobile
technologies.
• Think bigger than the marketing department –your
customers desire a full experience. Seek input
from marketing, sales, support, and loyalty
programs
• Use data types in combination for deadly
advantage: social profiles, with location data with
historical preference
Summary
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43. Spring 2013 | Entre 528
Facebook buys Instagram for $ 1 Billion
“Facebook was scared xxxxless and knew that for
first time in its life it arguably had a competitor that
could not only eat its lunch, but also destroy its
future prospects. Why? Because Facebook is
essentially about photos, and Instagram had found
and attacked Facebook’s achilles heel — mobile
photo sharing.” – Giga Om
http://gigaom.com/2012/04/09/here-is-why-did-facebook-bought-instagram/
44. Spring 2013 | Entre 528
• According to eMarketer’s updated analysis,
United States mobile ad spend is expected to
reach $2.61 billion in 2012 – adjusted from a
previous estimate of $1.8 billion.
• The newly adjusted projection for ad spend in
2012 in the U.S. is an 80 percent increase over
last year’s actual ad spend.
http://pagewoo.com/mobile-stats/the-time-for-mobile-is-now-heres-why
45. Spring 2013 | Entre 528
Photos on phone
• The NPD Group released a study that found
smartphones took 27 percent of photos in 2011, up
from 17 percent from 2010.
• Traditional cameras took just 44 percent, down from
52 percent.
• This move from traditional cameras to smartphones
for capturing images has occurred, not coincidentally,
as the cameras in our phones have become far more
sophisticated, and as photo-based social networks
have gained popularity.
48. Spring 2013 | Entre 528
Travel Apps
• Travel apps rank 10th in the most downloaded application
category.
• They are making 3.56% of the total downloads, far
behind Games, Entertainment and Tools that represent
half of all downloaded apps.
• It is expected that the number of consumers shifting
from online to mobile bookings will be larger and more
significant than offline-to-online shift in bookings that
happened in the last decade.
• This will be even more relevant in the emerging
economies of India and China, where more than 50% of
the users access the internet through their mobile
devices.
52. Spring 2013 | Entre 528
North Face utility app Snow Report (and
Trailhead) reach its target demographics
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Snow Report users view
weather and snow
updates, as well as tweets
from and about their
favorite resorts.
53. Spring 2013 | Entre 528
Find the right bulb with GE’s Moodometer
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54. Spring 2013 | Entre 528
Use QR codes to help prospects with their purchasing
decisions
http://www.slideshare.net/PSFK/psfk-presents-future-of-mobile-tagging-report
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Learn more about Meyer’s
natural beef processes.
Get a tour of Windermere
real estate properties.
55. Spring 2013 | Entre 528
Target shoppers create wedding and baby
shower registry lists – and share
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56. Spring 2013 | Entre 528
Over 3M have paid with Starbuck’s mobile app
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The mobile card
program was tested in
2009, and found to be
the fastest way for
customers to pay. It’s
available at 6800
stores. Customers
purchase credit via
PayPal or credit card.
57. Spring 2013 | Entre 528
USAA customers scan and deposit checks
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In 2009, USAA was the
first bank to launch a
mobile banking app with
check deposit by scan
functionality. Chase
followed in 2010.
58. Spring 2013 | Entre 528
Delta flyers board with e-boarding passes
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The app allows flyers to
check-in, use e-
boarding passes,
receive text alerts,
rebook and cancel
flights, and share flight
details with
family/friends.
59. Spring 2013 | Entre 528
Starbucks partners with Foursquare to offer
barista badges and drink discounts to Mayors
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60. Spring 2013 | Entre 528
Kraft’s top selling iFood app keeps cooks coming
back with recipes, coupons, and sharing features
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A top paid selling app,
users come back for new
recipes and Kraft
coupons. In addition,
Kraft gathers user data
to understand customer
behaviors and
preferences.
98. Spring 2013 | Entre 528
Next Class – Last one!
• Panel Discussion: I bring some of my social
peers to talk about what is exciting them in
the field today, and how to hire a team.
• Present your final campaign learnings to the
guests.
– What you learned
– What worked
– What you’d do differently next time
– Get feedback from guests
99. Spring 2013 | Entre 528
What’s Due
• I would like each individual to have tested one
social media analytics tool and review it for
the Entre 528 Blog.
• Final delivery of your Integrated Social Media
Campaign. One half of the final project grade
will be based on how well you achieved your
goal. One half of the final project grade will
be based on your overall strategy and
execution.
Editor's Notes
Introduction and Topic
No matter what methodology you use…intelligence analysis is an iterative processYou Collect the data, Store it, Analyze it, and Distribute the end results to your organization in some usable format.
So how do you avoid some of these pitfalls and get useful intelligence from social media? The answer to that question, or partial answer at least is the focus of the remainder of the presentation.The key ingredients for a framework include Data Capture, Data Reporting and Data Analysis components. All of which are important but the Data Analysis components are the most interesting. :>
http://business.transworld.net/26458/features/the-north-faces-nate-bosshard-on-measuring-iphone-app-success/We went deeper with the information on each resort, added 24/48/72 hour reporting, added a global “top 10″ tab for people to see what spots are popping-off outside of their favorite resorts.Another feature we’re all super excited about is the addition of the global avalanche report. On the weather side we’ve partnered with Weather Underground and onthesnow.com as our main weather services. We found they deliver the most comprehensive weather reporting. We also made sure that it delivers for our global partners by setting up a metric-system default for people who download the application outside of the US.The biggest innovation for this new version; and a first in the world of apps, is the integration of Twitter as an enhancement to the reporting. We pulled in Twitter’s search API so users can see all conversations happening within Twitter about their favorite resorts without leaving the app. We even took it one step further and separated the conversation between the public and official resort Twitter streams. Users are also able to update their Twitter status from within the app and see what others are saying about their favorite resorts in real time.
http://itunes.apple.com/us/app/ge-moodcam/id369181839Change the mood of a photo with the GE MoodCam™! Take a picture of a room (or any scene!), then watch the mood change as you shift the lighting using the GE Moodometer™. Learn how to create the look at home, and even save a shopping list for a quick, easy way to find the right light bulbs in the lighting aisle
http://www.slideshare.net/PSFK/psfk-presents-future-of-mobile-tagging-reportMeyer: Meyer Natural Beef produces meat without additional hormones orantibiotics, selling to consumers who are highly interested in knowing howtheir food is sourced and about the farms that produce it. By scanning aMicrosoft Tag on the packaging, shoppers can capture in-depth informationabout these practices while they’re standing in the grocery aisle.Windermere is a real estate group that uses Microsoft Tags to provide moreinformation about properties for sale. When a prospective buyer scans amobile tag placed on a property’s ‘For Sale’ sign or a realtor’s print collateral,they are led to an inside tour of the particular home including additionalimagery, pricing and access to contact information.
http://www.rockymountainbride.com/ideasarticles/tabid/62/articleType/ArticleView/articleId/163/New-Target-iPhone-App-making-your-registry-even-easier.aspx“As our guests increasingly turn to their mobile phone as a virtual shopping assistant, we recognize the importance of creating innovative solutions that enable them to interact with Target anywhere and anytime.”Barcode Scanning: Guests can scan product barcodes with their iPhone camera to receive product information (pricing, ratings and reviews, and availability) while at home or shopping in a Target store. They can also add items to a TargetList or gift registry.
http://mashable.com/2011/03/23/starbucks-card-mobile-payments/http://mashable.com/2011/01/18/starbucks-mobile-payments/Starbucks Card Mobile [iTunes link] lets users add their Starbucks Cards, track rewards and reload cards as needed via PayPal or credit card. To pay with their phone, app users simply select “touch to pay” and hold up the barcode on their mobile device screen to the 2-D scanner at the register.Starbucks is using its own custom-built technology to enable the 2-D mobile barcode scans. The coffee retailer opted for barcode scanning over near field communication technology — which Google is exploring — because of its limited availability. The coffee retailer was reluctant to wait for a NFC ecosystem to develop when its customers have expressed interest in mobile payments now, according to Chuck Davidson, the category manager of innovation on the Starbucks Card team. “Once there are more users, we will adapt,” he says.In testing, Starbucks assessed the mobile payment option by measuring application speed, transaction speed and total customer wait time, says Brady Brewer, vice president of Starbucks Card and brand loyalty. In all instances, Starbucks Card Mobile was the fastest way for customers to pay.Starbucks is investing in mobile payments, an investment Davidson describes as modest in relation to expectations, because customers have requested the option and have shown a propensity to not only pay with Starbucks Cards — one in five transactions are made using a Starbucks Card — but frequently use their smartphones while waiting in line.
http://www.nytimes.com/2009/08/10/technology/10check.html?_r=1This example a little old (2009) but they were first:USAA, a privately held bank and insurance company, plans to update its iPhone application this week to introduce the check deposit feature, which requires a customer to photograph both sides of the check with the phone’s camera.“We’re essentially taking an image of the check, and once you hit the send button, that image is going into our deposit-taking system as any other check would,” said Wayne Peacock, a USAA executive vice president.Customers will not have to mail the check to the bank later; the deposit will be handled entirely electronically, and the bank suggests voiding the check and filing or discarding it. But to reduce the potential for fraud, only customers who are eligible for credit and have some type of insurance through USAA will be permitted to use the deposit feature. Mr. Peacock said that about 60 percent of the bank’s customers qualify.
http://adage.com/article/digital/kraft-hits-killer-app-iphone-marketing/133869/http://itunes.apple.com/us/app/ifood-assistant-by-kraft/id296246161?mt=8According to Ed Kaczmarek, director of innovation for new services as Kraft, as quoted by Ad Age, Kraft will use the data it gathers from the iFood Assistant to understand when and how consumers are shopping, what they’re making, and which ingredients they prefer. When iFood Assistant users log in to Kraft Foods before downloading recipes and shopping lists, information is sent directly to Kraft, allowing the company to determine which recipes are the most popular, and which ingredients are used most.Features:Ability to share your own and view other members’ recipes created on kraftrecipes.comCoupons – print, email or add to savings/loyalty card (in partnership with Coupons.com)Barcode scanning – easily add items to shopping list or search What’s on HandAbility to share recipes on FacebookNew homescreen design with access to more categories. Users can also customize the homescreen with “Dinner Tonight” or “Recipe of the Days”Print to HP wireless printer – recipes, shopping list, coupons (very cool, though more printers should be supported)Spotlight button with featured contentEnhanced Predictive search
