Using emerging media data in developing marketing campaigns -slideshare - 101010
•Transferir como PPT, PDF•
1 gostou•514 visualizações
![Ron Jacobs [email_address] Using Emerging Media Data for Developing Marketing Campaigns A Presentation for](https://image.slidesharecdn.com/usingemergingmediadataindevelopingmarketingcampaigns-slideshare-101010-101012095405-phpapp01/85/Using-emerging-media-data-in-developing-marketing-campaigns-slideshare-101010-1-320.jpg)
![[object Object],[object Object],[object Object],[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
Recomendados
Recomendados
Mais conteúdo relacionado
Mais procurados
Mais procurados (20)
Semelhante a Using emerging media data in developing marketing campaigns -slideshare - 101010
Semelhante a Using emerging media data in developing marketing campaigns -slideshare - 101010 (20)
Último
Último (20)
Using emerging media data in developing marketing campaigns -slideshare - 101010
- 1. Ron Jacobs [email_address] Using Emerging Media Data for Developing Marketing Campaigns A Presentation for
- 4. Social Marketing Relevant KPI’s are being tracked, analyzed and used for program optimization & ROMI
- 5. Social commentary on Social Marketing… Future Man goes back to the 1960s AND “UPLOAD” PICTURES OF THEIR BREAKFASTS TO A “ FACEBOOK. ” AND OTHER PEOPLE WILL LOOK AT THE BREAKFASTS AND MAKE COMMENTS. SORRY TO BURST YOUR BUBBLE, DUDES ! BUT YOU ASKED. YES, THAT’S THE FUTURE. FUTURE MAN, I CAN’T BELIEVE PEOPLE WILL FIND THAT MORE INTERESTING THAN READING NEWSPAPERS OR WATCHING NETWORK TV!! SO YOU’RE SAYING PEOPLE WILL “ TWEET” WHAT THEY EAT” FOR BREAKFAST?
- 11. Facebook is creating and capturing large amounts of data Facebook has 500 million active users 50% of active users log on every day Average user creates 90 pieces of content monthly 550,000 Facebook applications 70% of users engage with apps
- 12. Google’s data mining benefits their advertisers 79 million US Gmail Accounts Google has 145 million unique US visitors 1 billion searches daily Google data mines all search and Gmail as a resource for advertisers 96% of Googles profit is the result of ad revenue
- 15. YOUR AD HERE YOUR AD HERE Marketers can target ads based on social data today Target: -Existing fans/followers -Friends of current fans/followers -Existing & prospective customers -Friends of prospects -Fans/followers of competitors -Custom created segments -Leverage metadata to facilitate sharing
- 16. A line of code is placed on your website. A user is tagged and added to your user population when they visit your site. When visiting an affiliated website, the user is served with a targeted ad. The user is brought back to your site for conversion. A. B. C. D. Remarketing increases conversions by targeting users that have already visited your website
- 17. Remarketing (AKA Retargeting) example
- 18. Remarketing (AKA Retargeting) example
- 19. Alterian’s Social Engagement Index 2010 Super Bowl TV Ads www.alterian-social-media.com/
- 20. Alterian’s Social Sentiment Engagement Index 2010 Super Bowl TV Ads www.alterian-social-media.com/
- 21. How much is a tweet, a fan or a follower worth? Cost Per Social Impression www.alterian-social-media.com/
- 22. Conversion & multichannel attribution
- 24. Last ad standard Atlas Solutions, Microsoft Advertising
- 25. Engagement Mapping across channels Atlas Solutions, Microsoft Advertising
- 26. Mobile The next frontier for multichannel marketing
- 27. Mobile video application usage Source: Allot Communications, using data from a mobile user base of over 190 million subscribers
- 31. Questions & Answers Questions?
Notas do Editor
- Learn Who the key influencers are Demographics, psychographics, specifics Create a dialogue with influencers to engage them Learn What is being talked about Including themes, tags, specific words Use these words in your own conversations, copy, keywords, etc. Learn consumers Mood . Are they positive or negative. What is the trend? Sentiment is an important behavioral and economic indicator
- According to Facebook terms and conditions, to use apps you agree to let Facebook download personal information… Of the user and their friends!
- Google data mines both in and out Gmail.
- -identify your existing and potential customers and leads on social -target email marketing to those specifically on Twitter, Facebook, etc. -when ppl change location
- To overcome that challenge, web publishers — a label which includes most digital marketers — are increasingly encouraged to tag their content with metadata, describing it with machine-friendly RDFa or microformat vocabularies. For instance, Facebook's Open Graph Protocol leverages such metadata to facilitate sharing among friends and like-interested communities. Google Rich Snippets and Yahoo SearchMonkey leverage such structured data to improve search results for locations, people, reviews, events, and more.
- Remarketing is a targeting solution for reaching users that advertisers have seen before on their site and are interested in re-capturing. This is done through the use of simple pixels and cookies to create a custom population of target users. Advertisers can then message these users at a later date.
- Social Engagement Index (SEI) - The SEI is a proxy for a brand social reach and is calculated by weighting the raw number of conversations by the reach of its participants. The raw score is then calibrated into an index. A score of 100 is the base brand score. Anything above this indicates a greater net reach of social conversations compared to the average brand. Social Sentiment Engagement Index (SSEI) - The SSEI is a composite that combines measures of both engagement and sentiment. We calculate engagement by measuring the raw number of social conversations factored upon the reach per conversation participant. We then apply a function that accounts for the sentiment of positive and negative comments. Finally we calibrate this into an index based upon 100 point brand score. Anything above this indicates a greater net amount of positive engagements, while a score less than indicates more negative. The further away from 100 a score falls the more intense the sentiment.
- Social Sentiment Engagement Index (SSEI) - The SSEI is a composite that combines measures of both engagement and sentiment. We calculate engagement by measuring the raw number of social conversations factored upon the reach per conversation participant. We then apply a function that accounts for the sentiment of positive and negative comments. Finally we calibrate this into an index based upon 100 point brand score. Anything above this indicates a greater net amount of positive engagements, while a score less than indicates more negative. The further away from 100 a score falls the more intense the sentiment.
- Cost Per Social Impression (CPSM) - How much would you be willing to pay for a Tweet? or a new fan or follower? Clearly social media is in its infancy as a cross-channel media measurement tool, but already it's clear the social space is an excellent medium for measurement as it reflects and resonates brands spend in other channels. In an effort to gauge how successful the brands were at converting their Super Bowl media spend to social engagement we've taken the potential reach of the conversation, using a popularity score as a multiplier, and divided it by the media spend. In looking at a brands CPSM, the closer to $0.00 the better.
- Video overall is more than a third of mobile usage , making up 35%–web browsing is second, at 29%, followed by HTTP download (16%), P2P (15%), and VoIP & IM (3%). So, that means the average person watches video one out of every three times they turn on their phone. That’s… staggering.