Category Archives: cost per impression

How to Teach Social Media Marketing: Keyword Research Tools Exercise

 

Screen Shot 2017-04-24 at 6.50.27 PM

Showing students the available tools to teach them how to use data to make decisions about marketing strategy is a key to effective teaching in social media.  Since digital media are an essential part of a social media marketing strategy, students must understand search engine marketing and search engine optimization techniques. This social media marketing exercise introduces students to two tools: Spyfu and SEMRush.  Both take data from Googel Keyword Planner and display the information in a more user friendly manner.  It is also easier to log-into these sites.  The limitation is that they do not provide as much data per search.

This exercise goes well with either chapter three or seven in Social Media & Mobile Marketing Strategy from Oxford University Press.

Social Media Marketing Keyword Exercise

Your Task

Develop keyword strategies and then build keywords lists for the following business:

You are the marketing director for the Lower East Side Tenement Museum. The museum would like to attract visitors to New York City.  The target market is tourists who are looking for historical and interesting activities in the city.  Your job is to identify the optimal key words that tourists type into Google’s search engine so that you can determine the content you should include in your website and the terms you would use for paid search advertising.

Your Client

The Lower East Side Tenement Museum, located at 97 and 103 Orchard Street in the Lower East Side neighborhood of Manhattan, New York City, is a National Historic Site. The five-story brick tenement building at 97 Orchard was home to an estimated 7,000 people, from over 20 nations, between 1863 and 1935. The museum, which includes a visitors’ center down the block, promotes tolerance and historical perspective on the immigrant experience.

 

Steps to Take

  1. Brainstorm a set of key words that you think people might type into Google for this search.
  2. Begin typing these words into the search engine and identify 3 long-tail key words using the Google search box. The options will appear as you search.
  3. Use Spyfu and the URL tenement.org.
  4. Click on Keyword Groups to identify many key words and the value of each.
  5. Consider the cost, the search volume, the keyword difficulty and the logic of the word/phrase itself.
  6. Determine the best key word to emphasize in your strategy given that the museum wants to maximize reach at the lowest possible cost. Explain your result.
  7. How does the options given by Spyfu compare to the words you brainstormed? Explain.
  8. Type the best keyword from #2 that you determined into SEMrush. How does your keyword compare to those recommended by Spyfu?
  9. Which tool is better? Spyfu or SEMRush?

 

Advertisements

Social Media Teaching Resources

  
Teaching social media marketing can be challenging. There is so much material to organize. You may need a framework for presenting the relevant  information that blends the theories of marketing with the practical skills students need for successful careers. 

Here is some help. First, I wrote Social Media & Mobile Marketing Strategy to emphasize goal setting, research, targeting and the social media marketing process to students. Along with the text is a teaching manual that provides social media teaching resources including exercises, cases and Powerpoint slides. 

Another key social media teaching resource is a Youtube channel with interesting and relevant videos for each social media and mobile marketing topic.

Click on the resources link below for the videos. They are organized by chapter. You will also find videos for teaching Intro to Marketing (Mar 250) and Consumer Behavior. 

Social media teaching resources  

For a free review copy of Social Media & Mobile Marketing Strategy, go to Review copy.

The digital version is $39 for students from Red Shelf. 

How to Teach Social Media Marketing Efficiency

screen-shot-2016-11-20-at-9-41-25-am

Students of social media marketing must have a solid understanding of integrated marketing communications because a social media campaign is typically part of a larger effort to inform, persuade or remind.  Marketers must also provide evidence that a particular strategy in digital media is more efficient in terms of cost.  These days as digital media become more desirable as part of a communications strategy, they also become more expensive.  The new reality requires marketers to examine the bang for the buck they get from digital over other options.  It is possible that television, cable, radio or outdoor can deliver more impressions with stronger response than an organic social media campaign on Facebook that few people actually see.

That is why professors who teach social media should include traditional media measurement as part of the curriculum.  The definitions for traditional media terms such as reach, frequency and impressions are important for students.  Digital terms such as cost per click and conversion rate show how social media are purchased by companies seeking to reach targets.

screen-shot-2016-11-20-at-9-17-57-am

screen-shot-2016-11-20-at-9-18-21-am

One important method for equating media is cost per thousand (CPM). CPM (M represents 1,000) tells marketers the cost to obtain 1,000 impressions or views of a particular message.  It is calculated as:

screen-shot-2016-11-20-at-9-26-40-am

The formula is only part of the picture.  Students must also know how much it costs on a CPM basis to advertise in various forms of media.  For example, compare the traditional media costs to the digital media costs in the two slides below.  A smart marketer would consider traditional as part of a good media mix. As you can see the cable CPM is looking pretty good relative to the internet video CPM.

screen-shot-2016-11-20-at-9-35-40-am

screen-shot-2016-11-20-at-9-35-30-am

Students of social media marketing think that social is the answer to everything.  Though social media may be a good strategy, a smart marketer will evaluate all the potential tools in the box to maximize media efficiency.