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New Developments and Research in Marketing
The document provides information on digital trends and platforms like Facebook and Twitter. It analyzes Facebook user statistics like photo uploads and app installations. It also summarizes Twitter usage data and highlights case studies. The document then discusses using mobile phones for location-based arts experiences and global image recognition with Google Goggles. Finally, it outlines a strategy sketch exercise and prompts for campaign planning focused on audience segmentation, platforms, and creating a SMART action plan.
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New Developments and Research in Marketing
- 2. Today’s Plan • Technology Trends • Focus on Social Media • Focus on Mobile Marketing • Digital Audiences
- 3. Facebook • 31% check in once a day • Avg of 20 min per day • 2.7 billion likes per day • 100 billion connections • 20 million apps installed daily • 250 million photos daily • 425 million access via mobile
- 4. Facebook • App Buffets • Sprout • Facebook Exchange • Custom Audiences • Datalogix
- 5. Facebook Transmedia Storytelling Case Study: Galleryof Lost Art Tate Media Channel 4 • Facebook • Twitter • Youtube • Blogs • Participative • World of mouth • Amplification
- 6. Twitter • 500 Millionaccounts • 40+ Billion tweets • 175 Million tweets a day • 70% of companies ignore complaints on twitter • 909 employees • 11 new accounts created every second, over 1 million new per day.
- 7. twitter Case Studies: • Automagical • #creative convergence Research: • Triple screening • ?! • 1-5 words B2C • 12-2pm peak
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- 9. Smart with Phones •Dickens London Trails • Social Interpretation at Imperial War Museum • LSO Pulse
- 10. Global Eyes: GoogleGoggles 10
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- 16. Strategy Sketch 10 minutesto sketch 10 minutes to discuss • Where are you now? • Where do you want to go? • How will you get there?
- 17. ROT is thenew ROI
- 18. 73% There were 19.2million households with an Internet connection in 2010, representing 73 per cent of households. The region with the highest level of access was London, with 83 per cent, the lowest was the North East, with 59 per cent. Source: ONS Opinions Survey
- 19. • 53% ofonline users are engaging with arts and culture online • There are 5 types of online interaction requiring different levels of engagement • People see the in real life (IRL) experience as superior to online • Music is the leading arts genre online • Social media has become a major tool for discovery • Brand is key, particularly with email • Online engagers are offline engagers • It is possible to segment online users by attitude and behaviour and target online activities to them 19
- 20. 53% of onlineusers are engaging with arts and culture online 20
- 21. Music is theleading arts genre online 21
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- 23. 5 ways of interacting online 1. Access 2. Learn 3. Experience 4. Share 5. Create 23
- 24. Online segmentation It is possibleto segment online users by attitude and behaviour and target activity towards them. Three segments are of interest to the service sector: Confident core (29%) Late adopters (21%) Leading edge (11%) 24
- 25. Confident Core (29%) •Mainstream • Demography • Comfortable with — 16-44 yrs — Purchasing — Male skew — Social — High education — Rich media — High social grade — Traditional Culture • Active interest in Vulture arts — Dinner and a – Regular Show attendance — Mature Explorer – Museums — Family & – Galleries Community – Theatre Focused 25
- 26. Encouraging online engagement among Confident Core • Key user needs • Key strategies — Discovery — SEO — Filtering — Be in the audience’s — Learning chosen online — Some spaces experiencing — Consider going — Some sharing mobile — Whet appetites — Be informative • Must do and credible – Online booking — Encourage and buying sociable experiences 26
- 27. Late Adopters (21%) •Low confidence • Demography online — 45+ yrs • Use — ¼ Retired email, Google, truste — Most married d sites — Mature explorers — Dinner and a • May book online Show • No social media — Mid-life hobbyists — Traditional Culture Vultures • Occasional — Retired Arts and attendance Crafts — Libraries — Shows 27
- 28. Encouraging online engagement among Late Adopters • Key differences to • Key things to bear in Confident Core mind — Nervous — No unsolicited — Distrust of online- email contact only brands — Very little social — Private networking — No user generated content • OPPORTUNITIES — Reassurances — Online learning needed re online — Email dialogue security — Low skills and low confidence 28
- 29. Leading Edge (11%) •Technophiles • Demography • Early Adopters — 16-34 yrs • Passionate about — Male skew arts and culture — Well educated • Very participative — Shared living — Fun, Fashion and Friends — Bedroom DJs — Urban Arts Eclectic — Family and Community Focused 29
- 30. Encouraging online engagement among the Leading Edge • Key differences to Confident Core • OPPORTUNITIES — Mobile internet — Providing — Immersive unique, money experiences can’t buy — Advocacy and social experiences media — Being ‘first’ — Interested in creativity — Partnerships with — Expectation of free mobile content content providers — Tech literate – easily — Apps disappointed — Passionate advocates — Vocal detractors 30
- 31. Generation Z • DigitalNatives • Internet and social • Demography media nothing special — 12-20 yrs just ‘there’ • Invisible economically • Tribes right now — Townies • Audience of the future — Goths — Nu-metallers — Emos — Pop princesses — Grungers 31
- 32. Encouraging online engagement among Generation Z • Key user needs — Discovery • OPPORTUNITIES — Filtering — Experiential — Learning content — Experiencing — Playing and — Sharing learning — Creating • Must Do — Mobile — Online experience — Facebook 32
- 33. Campaign Planning • Ingroups: • Read your brief • Identify your target audience • Decide on a strategy • Choose your platforms • Generate ideas • Create a SMART action plan 33
- 34. Prompt Sheet… • AudienceSegments • Platforms • SMART Action Plan — Confident Core — Website — Specific — What is the goal? — Late Adopter — Facebook What are the — Leading Edge steps? — Twitter — Generation Z — Measured — Smartphone — How will you know you have reached — Blog this goal? • Strategic Approaches — Youtube — Achievable — Transmedia — What is needed to — Pinterest achieve the goal? Storytelling — Multichannel — Instagram Skills, knowledge, r esources — Creative — Any others?? — Relevant Convergence — How does the goal relate to your — Automagical strategic plan? — Timetabled 34
Editor's Notes
- #4 Facebook Stats 850+ million members 31% check in once a dayAvg of 20 min per day 2.7 billion likes per day 100 billion connections 20 million apps installed daily 250 millionphotosdaily 425 million access via mobileDiscussion Questions: what are your professional objectives with facebook? What approach do you take? How has it worked out for you so far?
- #5 North Social – app buffet for timeline pages. Customisable apps for sweepstakes, competitions, deal sharing, coupons and integration of 3rd party apps like instagram.Sprout - Filter millions of conversations to find the ones most important to you.Publish content across multiple profiles instantly, or queue & schedule for later.Streamline team communication with cutting-edge team management & tasking.Get unlimited, presentation-ready reporting & analytics at no additional cost.“Facebook Exchange” lets advertisers target ads at customers who have visited their site. So if you looked at some scandalous lingerie on Sears.com, for example, you might start seeing ads for that lingerie the next time you’re on Facebook, should Sears wish.It used to be that advertisers tried to reach a particular audience, i.e., “25-year-old men that like sports cars and Little Ponies.” But now advertisers are finding ways to target specific people, i.e. the guy they know has the email address “[email protected].” Thanks to “Custom Audiences,” if a marketer knows your email address or phone number, they can tell Facebook to specifically target you with an ad. Facebook has partnered with a Colorado-based company named Datalogix which has a vast database of what we buy thanks to its access to information from stores’ loyalty card programs. Facebook can now tell advertisers that after seeing a specific ad, x% of users bought the product.
- #6 The Gallery of Lost Art is an example of transmedia storytelling – creating a multi-platform narrative that audiences can participate in. In this case a starting point might be facebook.Link to the Gallery of Lost Art website and find a complex virtual gallery containing images, videos, essays and interactive blogs. A new case of lost art published each week for a year. Audience can contribute thoughts, theories and try to ‘solve’ crimes.To coincide with Skyfall’s release the film’s Modigliani painting features – interesting appropriation of popular culture.Transmedia: facebook calls to action + links, twitter hashtag #lostart, youtube news reports and documentaries, links to investigative journalism, blog collating all ‘developments’
- #7 Discussion: how do you feel about twitter? Have you been able to justify a return on your twitter investment? What are your aims? What concerns do you have?
- #8 Twitter messages receive 52% fewer clicks if they include a ? 15% less if includes a !Tonight, we’ve been fiddling around with TweetLouder, a sweet app that scans your iTunes, Pandora, Last.fm and/or SonicLiving accounts to find your favorite bands and automagically shows you the Twitter accounts of the musicians you like best.You can then decide which artists, if any, you’d like to follow. Cooler still, you can even see upcoming shows for some of the artists in your list, though some of those shows might not be geographically convenient, so to speak.After booking, rest easy with TripIt, an app that compiles itineraries and reservations using your confirmation emails. The goal, according to the site, is using an “automagical process” to “create a super-simple master itinerary.” The free app adds maps, recommendations and weather forecasts to the trip. (There is a pro version which gives users the ability to, among other things, book alternate flights when an original flight is delayed or cancelled). “Even if I’ve done nothing to organize for my trip, on the day of, my itinerary is already there,” said Alexandra Samuel, director of the Social and Interactive Media Centre at Emily Carr University, who swears by the app.
- #9 When the Walker Art Centre in Minneapolis launched its new website in January 2012 it was hailed as a ‘game changer’. Designed to be a node rather than an endpoint, it is a publisher of original content but also an aggregator of external content. Its magazine style, humour and community engagement features such as Open Field have seen its online audience grow by 40% in 6 months.
- #10 The number of smartphones used globally has smashed through the one billion mark for the first time.It has taken 16 years to hit this benchmark, with the Nokia Communicator, seen as the first modern smartphone, launched in 1996. The one billion mark was hit during the third quarter of 2012, according to research from Strategy Analytics.The firm said it was the 2007 launch of the Apple iPhone that revolutionised the smartphone market and kickstarted growth. Scott Bicheno, senior analyst, said: 'By the third quarter of 2011, we estimate there were 708 million smartphones in use worldwide. After a further year of soaring demand, the number of smartphones in use worldwide reached 1.038 billion units during the third quarter of 2012.'According to the latest figures from Kantar WorldpanelComTech, smartphone penetration in the UK is 57.6%, although other global markets are much further behind. Neil Mawston, executive director at Strategy Analytics, said: 'We estimate 1 in 7 of the world’s population owned a smartphone in the third quarter of 2012. Smartphone penetration is still relatively low. Most of the world does not yet own a smartphone and there remains huge scope for future growth, particularly in emerging markets such as China, India and Africa. The first billion smartphones in use worldwide took 16 years to reach, but we forecast the next billion to be achieved in less than three years, by 2015.'
- #11 23 Nov 2011 Google is developing a knack for augmenting reality: Goggles, technically, is actually visual search, taking a picture of objects and telling you what they are by comparing them to Google's vast web index - and it also solves Sudoku puzzles. But Sky Map uses your location and your camera to identify what stars are above you. The romance of a starry night is now tainted with knowledge. HAS ANYONE USED THIS? WHAT DID YOU THINK? CAN YOU SEE APPLICATIONS FOR USE IN YOUR VENUE? UTILISING THIS IS AS SIMPLE AS SIGNPOSTING VISITORS TO THE APP AND PLAYING WITH IT – YOU COULD ASK THEM TO TELL YOU WHAT THEY LEARNED BY USING IT – WHAT DID IT RECOGNISE? DID IT LEAD THEM TO ANY NEW INFORMATION OR INSIGHT?
- #12 Word LensGenuinely very useful, Word Lens can translate words and manipulate images - so that means that road signs, menus and everything else that confused you about that exotic foreign holiday need never be a chore again.
- #13 What is it? A good example of multichannel marketing using bloggers to achieve WOM.PR campaign aimed at regional bloggers with influence who tweet. Julia Lumley at Opera North targeted bloggers who tweet and invited them to attend performance of Ruddigore at Theatre Royal and used hashtag #ruddyblogON to communicate with them. Resulted in positive PR and several blog posts previews and reviews which wouldn’t have happened without it.http://magik-city.co.uk/ruddigore-opera-norths-production-of-gilbert-sullivans-classic-the-theatre-royal/ I can only see it is a positive thing that the event organizers from Opera North are looking at ways in which theatre can reach out to new audiences in this digital age that we now live and realize that Social Media is the new grapevine for a younger audience.For more information on Opera North check their website hereOther Tweeters and Bloggers who attended the event:https://twitter.com/Sandiebeach (@Sandiebeach)http://twitter.com/calevroyianni (@calevroyianni)http://twitter.com/Alexis_R_F (@Alexis_R_F)http://twitter.com/Opera_North (@Opera_North)http://twitter.com/whatsonnorth (@whatsonnorth)http://twitter.com/NorthEastTweets (@NorthEastTweets)https://twitter.com/lefthandgang (@Lefthandgang )http://twitter.com/TJAbif (@TJAbif)#ruddyblogON (Hash-tag for the event)Was a privilege to have been asked to attend Opera North’s event at the Theatre Royal in Newcastle – as a micro-blogger. The Ruddigore Operetta is one I could watch over and over again! Amazing set, great cast. Thanks to Julia Lumley of @Opera_North for the invitation extended to myself and other bloggers in the Newcastle Area. We’ll keep the hash-tag going: #ruddyblogON – ‘North East Tweets’SO WHAT?PR – great way to reach out to local influencers not through traditional media
- #14 YouTube Stats: 4 billion videos viewed, every day, 1 trillion is 2011 24 hours of video uploaded, every 24 seconds 2.9 billion hours a month on the site, 326,294 years 800 million users per month Auto speech recognition tech translates video and captions into 43 languages"That awkward moment when you realize an energy drink has a better space program than your nation"
- #15 Pinterest users spend an average of almost 16 minutes on the site per visit (12.1 for Facebook).50% of Pinterest users have children.Almost 70% of Pinterest users are female.97% of Pinterest’sFacebook fans are women.As of January 2012, Pinterest had received just under 12 million unique visits.Pinterest receives almost 1.5 million visitors each day.Pinterest provides more referral traffic to other sites than Google+, YouTube and LinkedIn combined.Pinterest Stats 10.4 Million users, faster growth than any site – ever. Retaining and engaging 3x better than twitter “was” 80% of users are women, 60% have attended college, 50% have kids Demographics: 18-24 years (17%) 25-34 years (30%) 35-44 years (25%)
- #16 Multichannel marketing is marketing using many different marketing channels to reach a customer.[1] In this sense, a channel might be a retail store, a web site, a mail order catalogue, or direct personal communications by letter, email or text message. The objective of the company doing the marketing is to make it easy for a consumer to buy from them in whatever way is most appropriate. To be effective multichannel marketing needs to be supported by good supply chain management systems, so that the details and prices of goods on offer are consistent across the different channelsWho here is putting effort into integrating your communication strategies? That is to say moving away from a campaign centric direct marketing model towards a multichannel customer engagement across online and offline channels? What are the issues?
- #18 How can we measure Return on Time?Listening postMashable for tips and hintsUse a bit.ly link to track clicks from twitterAggregators and mashups – twazzup, tweetdeck, seesmicREAL TIME DATA TESTINGGoogle Analytics – freeeMarketing packages – komodomailMatt Brittin: “In the digital era, marketing effectiveness is only limited by how your company makes use of data captured on consumer behaviour.”