digital marketing presentation – digital & social media research (mktg-7546, module 5)

MKTG – 7546 Marketing in a Digital Environment | University of Memphis ProfessorBrey.com


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Mid-Term Angst


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The Social Profile

• ExactTarget Research• Are you Business First or

Enthusiast• News Junkie to Social Butterfly

http://www.exacttarget.com/subscribers-fans-followers/social-profile.aspx


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Social Terminology Today

• Astroturfing – synthetic grassroots effort, false campaigning to generate buzz, visibility and WOM

• Tastemaker – influencer or trendsetter within their sphere or social graph

• Social graph – your network of friends


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Tools & Measurement

• Know Your Followers

• How Sociable

• Twiangulate

http://www.knowyourfollowers.com/

http://www.howsociable.com/

http://twiangulate.com/search/


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• Addict-o-Matic• Who is Kony• I made the Like Button


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MODULE 5 – FLIP THE FUNNEL RESEARCH

MKTG-7546 Marketing in a Digital Environment


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Value of Research

• Ability/willingness to act on data• Information accuracy• Level of indecisiveness that would exist without• Amount of potential variation• Level of risk aversion• Reaction of competitors to any decision

improved by information• Cost of information (time x money)


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Data Collection

Qualitative• Focus groups• In-depth interviews• Paired, in-depth interviews• Advisory panels• Commentary

Quantitative• Telephone interviews• Mail surveys• Online sources (e-mail)• Electronic surveys• Real time data collection

– User groups


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Types of Market/ing Research

• Ad Tracking– Performance for brand awareness, preference, or

usage• Advertisement Concepts– Checking reaction to advertisement materials

• Adverting Research– Effectiveness for any medium, focus on Attention

Tracking


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• Brand Equity– How favorably do consumer view the brand

• Brand Association– What do consumers associate with the brand

• Brand Attribute Research– What are the key traits that describe the brand

promise


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• Brand Name Testing– What do consumers feel about product names

• Brand Tracking– Measures changes in the market over time

• Concept Testing/Test Marketing– Test the acceptance of a concept by target

markets


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• Competitive Analysis– Competitive intelligence and market perceptions

of competitors• Coolhunting– Make observations and predictions in changes

such as lifestyle and fashion• Buyer Decision Processes– Determine what motivates people to buy and

what process they use


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• Copy Testing– Predicts in-market performance of an ad before by

measuring attention, brand linkage and motivation• Customer Satisfaction Research– Quant/Qual studies that yields understanding of

satisfaction• Demand Estimation– Determine the approximate level of demand for a product

• Distribution Channel Audits– Assess distributors/retailers attitude toward a product


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• Marketing Effectiveness– Measuring results to determine effectiveness of

individual activities• Mystery Shopping– Anonymous shopping of a product or service

• Packaging and Design– Sensation transference of packaging to the

product


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• Positioning– How does the consumer see the brand versus the

competitors• Price Elasticity– Determine how sensitive customers are to price

change• Sales Forecasting– Determine the expected level of sales given the

demand


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• Product Feature– Assessing the value of specific features and the

corresponding trade-off of price• Segmentation Research– Determine the characteristics of consumers

• Online Panel– Group of individuals who said yes to online

research


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D I G I TA L M A R K E T I N G


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Issues With Online Research

• Impacts by non-serious or malicious participants

• Internet samples are not representative• Internet samples do not represent those in

nonline environments• Ethical safeguards are removed in online

environments• Findings may provide doubtful findings to those

who utilize the information


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Database Data

• Internal Data– Accounting, customer service, sales, research and

MIS departments• Fulfillment Data– Transactional level data

• Marketing data– Recency – customers’ last promo, order, payment– Frequency – total number of promo, order, payment– Monetary – total dollar value of the above


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Database Data

• Contact Data– Name, number address etc.

• Enhancement Data– Compiled Data – demographic/psychographic

information about ‘other’ consumer attributes– Census Data – what do you want to know from

block groups or census tracts– Modeled Data – statistical data analysis to classify

on patterns (ex. PRIZM)

http://2010.census.gov/2010census/popmap/


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Types of Internet Market/ing Research

• Commercial Eye Tracking– Examine advertisements, package designs by analyzing visual

behavior • Internet Strategic Intelligence

– Collecting free opinions of online information• Software Interface

– Assess the overall concept of the system (from old skool to new age)• Viral Marketing Research

– Estimate the probability of communication transmittal via social networks

• Website evaluation– Website evaluation features are considered very important


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S O C I A L E N G A G E M E N T


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Statistics & Numbers

• The Real Cost of Social Media

• Killing it in Social Media

• Building a Social Media Empire

http://www.prdaily.com/Main/Articles/Infographic_How_much_does_social_media_cost_8347.aspx

http://mashable.com/2012/02/12/social-media-salary-infographic/

http://www.mackcollier.com/cost-of-social-media-in-2012/


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- Social Media Research Foundation


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Digital Anthropology (ist)

• The study of humankind, the comparative study of human societies and cultures and their development by examining physical and cultural development, technological characteristics, customers and beliefs as transferred to a digital environment.


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Digital Psychology (ist)

• Study of the mind, occurring from the mind and behavior. To understand perception, cognition, attention, emotion, motivation, personality, and interpersonal relationships as related to the digital environment.


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Enterprise Infodemiology (ologist)

• The emerging science of distribution and determinants of information in an electronic medium with the ultimate goal to inform enterprises and organizations of their online identity and consumer sentiment.

-Adopted from Gunther Eysenbach


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Theories of Personality

• Personality + Social Networks = The Same Persona (Eric Brey)

• Personality + Social Networks = A Different Persona (SnuggleBunny69)

• Personality + Social Networks = A New Variation of Self (Professor Brey)


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Social Data

Evident

Demographic

Brand/Product

Conditional

Psychographic

Behavioral

Referrals

Sharing

Contextual

Location

Intention


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• Age• Gender• Race• Income• Education

• Broad generalizations• Not all complete• Base layer of

information

Demographic


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• Product conversations• Measures and

attributes• Conversation types

• Customer perspectives• Consumer feedback• Development launches

and content strategy

Brand/Product


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• Personality• Values• Attitude• Interests• Lifestyles

• Targeted outreach• Self-reporting information• Understand needs, wants

and expectations

Psychographic


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• Actions• Activities• Leading indicator for

intentions

• Targeted segmentation• Deeper, fundamental

relationships

Behavioral


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• Ratings• Reviews• Non-Verbal gestures• Rewards

• Brand promoters and detractors

• Insights into important products and services

Referrals


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• Reach• Shares• Generational sharing• Conversions• Clicks

• Brand advocates• Content travel• Generational sharing• WOM understanding

Sharing


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• Physical presence• Context to conversation• Localization of data• Opinions

• Trigger events• Identify intent• Offline experiences

through behavior patterns

Location


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• Desired state• Desired product• Planned activities• Planned events

• Wants• Desires• Needs• Least accurate data source

Intention


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Social Networking Data

Data Types

Service

Disclosed

Entrusted

Incidental

Behavioral

Derived


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Social Media Data

• Service Data– Data you give networking sites (i.e., name)

• Disclosed Data– Information that you post (i.e., messages)

• Entrusted Data– What you post on other people’s wall (i.e.,

uncontrolled messages)


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Social Media Data

• Incidental Data– What other’s post about you (i.e., what others

say)• Behavioral Data– Data that is collected about habits (i.e., Facebook

likes)• Derived Data– If your friends identify as such, you do to (i.e., all

my friends are Packer fans, so….


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Listening Tools

• 80legs• Beevolve• Collective Intellect• Context Voice• Cyber Alert• DataSift• Dow Jones• Boardreader• Gnip

• Kapow• Moreover• Omgili (sample)• Samepoint• SocialMention• Spinn3r• Superfeedr• Trendiction• Twingly

http://datasift.com/solutions/prebuiltstreams

http://omgili.com/options.rss

http://superfeedr.com/

http://www.trendiction.com/en


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The Data

A Tweet of Information

http://mehack.com/map-of-a-twitter-status-object


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Social Graph Impacts

• Like vs. click differences


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Business Intelligence Delivery

• Demographics– Significant demographic groups’ discussions

• Sentiment– Positive and negative opinions

• Crisis Management– Global monitoring of conversations

• Influencer Identification– Those who wield the power


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Business Intelligence Delivery

• Measurement– Impact of campaigns or current initiatives

• Comparison– Comparing across brands and within/against

demographics• Engagement– Impacts of social engagement on the bottom line


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Privacy Concerns

Legal Profiling

http://www.youtube.com/watch?v=vXctexLdcts&feature=g-user-u&context=G25bb6e0UCGXQYbcTJ33bOwDsIQvJde8k4J9nFXtG7UvzMfELqINA


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B U S I N E S S I N T E L L I G E N T


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Blogging Success

• Raw Author Contribution – Posts per month = # posts / # months posting– Content created = # of words posts / # of posts

• Holistic Audience Growth– RSS feeders (subscribers vs. reach)

• Conversation Rate– Conversation rate = # of visitor comments / # posts


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Blogging Success

• Citations and Ripple Index– Technorati Authority (index of links)– Tweet Citations (number of people tweeting)

• Cost of blogging– Technology– Time– Opportunity cost


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Twitter Success

• Engagement– Diversity of group and message participation

• Reach– How far has information spread

• Velocity– How likely and who retweets (new vs. old)

• Demand– How many people followed to build your network

• Network Strength– How influential is your following

• Activity– Are you effective at driving new followers, too often/minimally

http://stats.brandtweet.com/


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Back to Basic Measurement

• Job applications received• Employees reached• Attendance generated at in-person

events• Responses to socially posted events• Change in market share


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Web Marketing Model

• Media Mix Model– Understanding the numbers and the

data to create the right mix– Applying internet marketing data– Reality 2.0: Going beyond the social

media explosion


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Take a closer look at social commerce and what it means for the future of social media – what are your thoughts?

• Kaushik, Chapter 10• Commerce Trends Report 2011

NEXT WEEK

http://www.bazaarvoice.com/resources/research/uk-social-commerce-trends-report


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