Digital Marketing: Prof. Ezgi Akpinar

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Digital Marketing

Customer Engagement, Social Media, Planning, and Analytics

Prof. EZGI AKPINAR


ezgiakpinar@sabancinuniv.edu
Five-Step Digital Marketing Strategy
Connect Strategy:

Social Media, Communities, and the


Power of Conversation
The Connect Strategy

9
The Connect Strategy
The Connect Strategy

The Connect Strategy

Become a part of your


customers' conversations

11
Facebook

Social Twitter
Customer
Service What are
you doing?
Discussion
LinkedIn
Forums

Brand
Communities Contests
Social Media
Monitoring
Connect: Listen and Learn

“50 Tools for Social Media


Monitoring, Analytics & Mgmt”
http://ow.ly/pZPrE
Connect: Listen and Learn (What to Listen For)

● Conversations about: ● Conversations on:


– Your brand – Customer compliments

– Your products – Customer complaints or


• problems with your business
– Your businesses
– Comments that provide
– Your senior leadership
evidence of impact of
– Your competitors marketing campaigns
– Topics related to your
business category, esp. at
point of need
Connect: Listen and Learn

EXPECTED: DISCOVERED:

80 things to do 5 things in the


Social Media
to increase Analysis
first 20 minutes
likelihood make the most
guests would positive impact
recommend
Connect: Social Customer Service

32
33
Customer Resolution Rates Within Twitter

36% of queries

11% of queries

3% of queries
Connect: “Gamify” Your Conversations
Connect: Provide a Forum (Loyal Customers)

“Generatio 3 private
n Benz” Communities
Connect: Provide a Forum (What to Expect)

90-9-1 Rule:
90% Observers / 9% Semi-Active / 1% Active
Connect: Ask for Ideas

73
Connect: Add a Layer of Value
Key Issues for
Connect Strategy
Defining Your Terms

“Engagement rate” (e.g. per month) Compare vs.


competitors ?
= (likes) + (shares*2) +
(comments*4) fans

“Post engagement rate” (e.g. over a month) Compare


= (likes) + (shares*2) + your posts?
(comments*4)fans * posts

“Total engagement” (e.g. per month) Compare


yourself over
= (likes) + (shares*2) + time?
(comments*4)
“Engagement”
Engagement is not a metric
… it is a class of metrics
Likes
Followers
Shares
Retweets
Wall posts

Subscribers Downloads
Views Time on app
Top Videos Data gained
Which half
of my
digital is
working?
Agile Marketing Modeling for Digital

• Starting with the objectives

• Using four kinds of metrics


• Modeling based on strategy

• Focusing on KPIs

• Questioning your data


Starting With the Objectives

TECHNOLOGY
FIRST??
Brand building?

Customer service?

Sales / direct marketing?

“Influencer” relations?

Social responsibility?

Lead generation?
Once you know your objectives…

…the data are no longer overwhelming


Using Four Kinds of Metrics
1. Audience Metrics
1. Audience Metrics

• Frequency
• Reach
• Audience demographic profile
• Number of fans / followers
• Number of views
• Volume of traffic
2. Channel Engagement Metrics
Channel-specific metrics are more common in digital
3. Universal Engagement Metrics

Brand awareness
Brand sentiment
Purchase intent
Customer satisfaction
Net Promoter Score
(word-of-mouth)
4. Financial Metrics

Revenue
Market share
CLV, CRV
Customer acquisition
Customer retention
R.O.I.
Audience Channel Engagement

Financial Universal Engagement


Modeling Based on Your
Strategy
3.5m YouTube views

2.7m Twitter impressions

38% pre-launch awareness


in target audience

100k+ test drives


Channel Universal
Audience Financial
Engagement Engagement

Pre-
Social Social launch Sales

media media aware


views inter- ness
Savings
action Test on
drives mkg
(lead spend
gen)
78% of marketers say

their #1 objective in
social media
is... “engagement”
Do not use an audience metric or a channel
engagement metric as your priority KPI.
Customer segment: Cross-border travelers
(US to Mexico)

KPI: Increase share of


wallet vs. cash
Marketing Plan Based on KPI

Visa online
Hotel/site websites
media
plan

Airport ATMs (arrival) Onsite Visa


calls-to-
Tourist sites action
Questioning your Data: Correlation vs. Causation

“Our Facebook fans spent $300/yr, but


our average customer spent $200.

So, Facebook generated $100 per fan.”


Sales in store
Avg annual

All Faceboo
customers k fans
Getting people follow a brand on social media make them buy more

Which one is likely?

Customers who already have a positive feeling toward a brand


are more likely to follow and therefore spend more than non-
followers?
“Last Touch” Attribution

• “1,000 people used our Facebook coupons


and bought $1m in product.
• So, the coupons generated $1m in revenue.”

$1m
Experiment: Test Group vs. Control Group

“We selected a target, & randomly showed


50% of them our ads. We tracked both groups offline.
The 1st group bought more.

So, our ads caused the increase in sales.”


Offline
Sales

No ads Exposed
to ads
Unlocking the Power of
Likes Display 2 posts/week to
the group liked

Asked to like
Vitality
Control
Vs. condition

8% more points
earned compared to
control
Content Marketing:
Measuring Impact on Brand & Consideration
Brand Sentiment - Universal Engagement Metric

Nielsen Vizu study of impact:


(comparing “seed” exposed and “social” against the control)
Consideration - Funnel
Key Challenges for Connect
KEY CHALLENGES IN CONNECT STRATEGY

● Ability to act on insights gained


● Ability to respond to criticism
● Expectations are for rapid responsiveness
● How “social” do customers want to be in your
category? (vs. functional/informational)
● Social media overload (does the customer need
another forum or venue?)
● Conversation for its own sake vs. actual value
proposition

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