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
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