Mktg338 001 current-eventchp9

Mktg338 001 current-eventchp9

• 1.
  Jamie Dej ter Ashton Maseth Col leen Vanhorn SOCIAL MEDIA FOR CONSUMER INSIGHTS
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  SOCIAL MEDIA RESEARCH Qualitative  Social Media Listening- essentially just listen to what users say in cyberspace.  i.e. – compile a list of comments on a Facebook page or company blog Quantitative  Social Media Monitoring- systematically searches key words it finds in social spaces. https://www.youtube.com/watch?v=aUeSt -o4Nhg
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  DO WE MONITORTOO MUCH? Cookies – been around for a long time, obsolete? Users have picked up on how to block trackers. New alternative – “canvas fingerprinting”  Doesn’t require a tracker to be placed within a user’s browser.  Is this ethical?
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  COULD TWITTER REPLACECOOKIES?  With consumers moving from their desktop, to tablets, to smar tphones (and now smar twatches) several times a day, the industry can no longer rely on browser tracking to serve relevant ads.  Users that maintain a login on Twi t ter’ s mo b i le a p p ra re l y l o g out and users are usually signed- in on multiple devices at once.  It is actual ly made purposely hard for Twitter users to find the “ s i g n o u t ” b a r o n t h e mo b i l e Twitter app.
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  Behavior Tracking With people signed on multiple devices, Twitter is able to track your behavior and knows if you are interacting with brands on its platform in many dif ferent places.  This web of activity allows the social media platform to put together a profile of your consumer preferences and behavior.  A map is built around your browsing activity & it helps them be extremely targeted in their ad delivery.
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  TWITTER AND TELEVISION  One way that Twitter targets consumers is their unique relationship with television as a result of the hashtag.  If you’re tweeting about a show or a spor ting event on television, Twitter has a strong indication that you were shown par ticular ads and then can target you again with that content on the platform itself.
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  BUY NOW Recent ly, Twi t ter int roduced i ts Buy Now but ton, a feature that al lows user s to make purchases di rect ly on Twi t ter.com and through i ts mobi le app.  Twi t ter is moving ver y careful ly wi th the product , which i t says wi l l only operate in the U.S. and be s e e n b y a “ sma l l p e r c e n t a g e ” o f user s.  26 non-prof i ts and musical ar t ists were chosen to deploy the feature, including count r y star Brad Paisley, the rapper s Eminem and Wi z Khal i fa, and the death metal band Megadeth  Twi t ter ensured that al l payment and shipping informat ion is ful ly encr ypted and wi l l not be shared wi th the sel ler wi thout consumer permission.
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  NETNOGRAPHY  Rapidlygrowing research methodology.  Studies the communities that emerge through computer-mediated communications.  Analyzes the behavior of individuals on the internet.  Provides marketers with useful insight about consumers.  Likely to be credible information.  Uses information from onl ine forums l ike chat rooms, message boards, and social networking groups.
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  FACEBOOK  Termsof Services  Use of Cookies and Pixel Code  Benefits to Facebook  New Atlas platform  Gaining access to mobi le devices
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  FACEBOOK MESSENGER Third par ty app (free) that Facebook requires for messaging  Skipping over Terms of Services  I f you did read the Terms, you wi l l see Facebook has access to . . .  Calling numbers w/o permission (even w/ extra charges)  Sending SMS messages  Taking picture/videos at any time  Recording audio at any time  Changing network connectivity  Call logs, contacts, personal data  List of other accounts like Twitter, Instagram  http://www.youtube.com/watch?v=htyVcDLZPpU
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  WORKS CITED “ T h e C o o k i e s Yo u C a n’ t C r umbl e. ” Business Week. August 25- 31, 2014.  http://www.zdnet.com/facebook-to-unveil -new-ad-platform-to-track- users-across-multiple-devices-7000033954/  http://www.youtube.com/watch?v=htyVcDLZPpU  https://www.youtube.com/watch?v=aUeSt-o4Nhg  Albergotti, Re e d . “ Fa c eb o o k’ s F i ne P ri nt I nc l u des Pe rmis si o n to Tr a c k . ” Wall Street Journal . 23 September 2014. Web.  Osbourne, C h a rlie. “ Fa ceb o o k to U nve il New Ad P l a t fo rm to Tr a c k U s e r s Ac ro s s Mu l t iple Dev i c es . ” ZDNet. 23 September 2014. Web.  P h i l lips , J o d i . “ I s Fa c e bo o k’ s New Me s s e n g e r A p p a n I nva s i o n o f P r i va cy ?” CBS Local . 23 September 2014. Web.