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Social Media Marketing: owned, earned and paid media . MARK 430 WEEK 6. Overview:. Measuring social media success Using social media tools for marketing (owned, earned, and paid media) Examples from 4 different social media sites

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Presentation Transcript
overview
Overview:
  • Measuring social media success
  • Using social media tools for marketing (owned, earned, and paid media)
  • Examples from 4 different social media sites
    • YouTube : demographics, vodcasts, video channels, subscribers, views, embeds
    • Twitter: demographics, promoted tweets, promoted accounts, profiles, metrics
    • Facebook : demographics, fan pages, advertising, metrics
    • Google+ : demographics, hangouts, company pages, circles, metrics
to set the scene
To set the scene
  • Tim Leberecht: 3 ways to (usefully) lose control of your brand (TED talk)
the video revolution
The video revolution
  • The ultimate “show and tell” tool
  • Video on the web used to be difficult
    • Now, thanks to YouTube, Vimeo, Ustream etc, it is ridiculously cheap and easy
  • The process is easy for your users to add their own content
  • Create a channel and let people add their own content
  • Video blogging / vodcasts – eg. Wine marketing reinvented by Gary Vaynerchuck– wine video blog
  • YouTube advertising
youtube how can we use it as paid media
YouTube – how can we use it as “paid” media?
  • Marketers can use YouTube for advertising
    • TrueView Video Ads
  • Research on the on-demand video consumer (May 2012)
    • Women 25-49
    • Men 18 - 34
  • Marketers can use YouTube for their own video ....we need analytics to measure success
youtube analytics
YouTube Analytics
  • YouTube Analytics: what we can measure about the use of video on YouTube
  • YouTube Trends Dashboard
twitter demographics
Twitter demographics
  • Still relatively low usage (around 15% of online adults in the US). Equal numbers of men and women. Now trending younger.
    • Pew Internet and American Life Project: Twitter Use 2013 (and other stats)
    • Pew Internet and American Life Project: Social Networking Site Users 2012
  • 55% of Twitter users are 35 or older. (Pingdom research – based on DoubleClickAdPlanner data)
twitter marketing products paid media
Twitter marketing products (paid media)
  • Marketing with twitter (from twitter)
  • Promoted accounts
    • Use for getting followers and influencers fast
  • Promoted tweets
    • Target search results or user’s timeline
    • Geographic targeting
  • Promoted trends
    • Get noticed
twitter usage examples
Twitter usage examples
  • Twitter case studies of the use of advertising
  • Twitter for customer care (examples)
    • Blizzard Entertainment Customer Support
    • Dell Customer Support
      • Supporting customers in Facebook and via @DellCares in Twitter
    • Train your team!! So they don’t do this.....(KitchenAid)
twitter analytics
Twitter analytics
  • Followers
  • Retweets
  • Click through from custom shortened URLs egBitly
  • Twitter advertising analytics
  • Hootsuite Custom Analytics
facebook demographics
Facebook demographics
  • 65% of Facebook users are 35 or older (and getting older each year. The average Facebook user is 40.5 years old (Pingdom research – based on DoubleClickAdPlanner data)
    • Pew Internet and American Life Project: Social Networking Site Users 2012
facebook marketing products
Facebook marketing products
  • Facebook for business
  • Build a page, not a personal account
  • Facebookadvertising products
    • Sponsored stories problem
  • Promoted posts
facebook metrics
Facebook metrics
  • Earned media
    • Fans
    • Likes offsite and onsite
    • Comments
  • Many third-party tools to measure FB activity – the big question is “what do the metrics actually mean?”
  • Facebook Insights (can be integrated into tools such as Hootsuite , Webtrends, Google Analytics)
google for marketing
Google+ for marketing
  • Google+ for business
  • Google is pretty tight-lipped re demographics
    • Trends towards male, 30s – 40s, tech-savvy, educated, “cool factor”
    • But AdAge thinks we can’t ignore it
  • Why people choose G+ over Facebook (via Jeremiah Owyang on G+
  • Niche market still, big advantage is integration with other Google products.
google metrics
Google+ metrics
  • Earned media metrics
    • Comments
    • G+
    • Followers / fans
  • Analytics
    • Ripples
g hangouts the killer app
G+ Hangouts: the killer app?
  • 5 examples of brands using Google+ Hangouts (and doing it well)