1. SOCIAL MEDIA CONTINUED AND
MARKETING DATA
Jn2702

2. Plan for today
 Complete some of the social
media overview we began last
week
 Look at editorial and
marketing data
 Consider the impact of data
 Consider the opportunities to
market with data
 How to collect data (data
sources)

3. Housekeeping
 Web 2.0-style notes: update
 Assignment One due MARCH 28TH
 BASIC:You’ll need to engage with
some of the reading list, and material
from beyond the reading list
 Lecture/workshop on 27th will be
changed to a drop in session

4. Recap: last week
 Profile relevance in the digital age
 Audience understanding
 Innovation as a marketing device
 Paid ads and Google ad networks
 Catering to a digital demographic
 The potential uses of social media
(Twitter and Instagram)
 Spanning multiple devices

5. Tasks for next this week
 Find a media organisations online, multi-
platform presence
 Produce a 10 minute presentation:
 What is useful about the multimedia output?
 Does the content serve as a marketing tool?
 What, in your opinion, doesn’t work so well?
 How the media organisation is producing the
content?

6. Social Media: Things
sometimes go wrong
 Twitter hashtags
 The deletedTweet, and standard apology
 Bad twitter etiquette – rentokil
 Mis-managing community
 Bad ad PR
 Instagram’s mis-judged ad terms and
conditions, audience response, and then
apology

7. So, are we comfortable?

8. Data
Two reasons for the importance of
data are:
An increase inWeb usage which
strengthens the internet’s role in
providing recommendations and
preparing consumers to make
purchases and recommendations
Developments in targeted advertising
formats and techniques which help
shape more communicative and
relevant online campaigns”
Measuring the Effectiveness of
Advertising - PwC

9. Key principles
 What data offers to marketers
 What kinds of data can you
access, and where from
 Strategising with data
 Realtime data marketing
 Big Data and associated
challenges

10. Analytics:
social and web
 Last week we looked at
howTwitter offers
commercialised services
 Part of this wasTwitter
Analytics
 Analytics are a central
part of online existence
 Real time reports

11. Touring Google Analytics
 Search on traffic stats, dwell times
and bounce-rates
 Establish popular pages
 View real time data
 Know the location of your users
 What devices your users are using to
access your site
 Establish which websites and social
networks are referring traffic to you
 Set a range of social, commercial
and traffic goals and monitor their
success
 Monitor the success of adwords
campaigns and other commercial
activity

12. Touring Facebook
 Facebook pages offer useful
interaction data, which includes:
 Reach
 Clicks
 Likes, comments and shares
 Related pages
 Popular elements of a Facebook page
 Popular posts
 Geographic reach
 And managing paid ad campaigns

13. Next week:
The Long Tail and Content Marketing
Beyond:
Journalists as brands
Content marketing
Marketing plans
Mobile

14. Next week’s reading
 The LongTail – Chris Anderson
 Anything byTapscott (see reading list)

15. Flickr
 r2hox - data.path Ryoji.ikeda – 4

 Bev Goodwin – Milk Today

 Ezu – the perfect software architect

 flickkerphotos – Blue whale size

 Kirsty S – Housekeeping DVDs

 Todd Huffman – Data?

 CarlosPacheco – Google Maps House in the Google Village 2012
 kudumomo – Facebook flipflop

 Anne Ruthmann – our 3am airport-café-chair-crash-slump

 mompl – Commander Data auf Außenmission