Category Archives: Demographics

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. 

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Social Media & Mobile Exercise

This Facebook exercise helps students understand the different types of segmentation using Facebook’s automated advertising system.

Segmentation, Targeting Exercise

 Your task: Go to Facebook.com and create and advertisement for a particular business. First choose a business or a brand to consider when you are doing the assignment. It is best to pick something big with which you are familiar. This will be important for the behavioral segmentation.

In this assignment you will create a Facebook advertisement that includes 4 types of segmentation methods: geographic, demographic, psychographic and behavioral (for your product category/business) (e.g. benefits sought/usage rate).  Evaluate whether this is a good target or not for your business.

When you go to FB you will have to sign up to use their ad services. On your FB page there is an option on the left side column for Ads. Click on that to bring you to the business section. The page looks like below – click on the bar at the top – mine says Randi Priluck consulting, but I can also get my personal account. Use your personal account.

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On the next page choose Brand Awareness campaign. Facebook allow you to chose different goals for your advertisement such as traffic, engagement, app installs etc.

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Finally, on the page below choose segments to make your advertisement. Specifically make sure you have at least one demographic, one geographic, one psychographic and one behavioral segment in your target market.

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Take a screen shot that shows all of your segmentations and write a brief note that explains the segments as follows:

Randi Priluck

Business: Men’s clothing store – discount

Geographic: US and Russia

Demographic: Men

Psychographic: Runners

Behavioral: Discount store shoppers

Evaluation: This is not a good target for my business. It is too broad and I should have more criteria for choosing perhaps based on narrower locations so I can really hone in on my target that is located near my stores.

A useful exercise for Chapter 2 in Social Media & Mobile Marketing Strategy – Oxford University Press 2017

 

 

Bloglette: Snapchat Users

Surprise, half of all teens use Snapchat “all the time.” This is interesting given new reports that show that Instagram Stories are even more popular.   There are clear economies of scale with Facebook products because so many people are already there.  It seems natural to use those to reach lots of friends and relatives.  Teens have no problem moving between sites and tend to use more different social networks than adults.

This New York Magazine report discusses the competition between Instagram and Snapchat:

Teens Say….Snapchat more Popular

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Live from the One Day Immersion in TV, Cable & Digital Entertainment

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Pace University hosts an annual event for students and faculty called the One Day Immersion. Focused on the entertainment industry the sessions cover topics such as Super Women in Tech, The Best Career Advice and Non Traditional Media Methods. The keynote interview was with Richard Plelper, Chairman and CEO of HBO.  Dean Neil Braun asked a set of compelling questions.

Introduction

Richard Plelper started out in public relations and worked in that field many years.

HBO has 130 million suscribers in  160 countries. Game of Thrones is the brand’s most successful series.  But, it took a leap of faith to sign the show.

Getting to CEO

Good fortune is a happy accident, but following your gut is important. Breathe what you do.

Got in my shitty Honda and went to work in Chris Dodd’s office because of a deep interest in politics. Then started RLP International and convinced Bibi Netanyahu to sign the country Israel as a client to create a documentary on the challenges of the time.

HBO Value Proposition

We are about great story tellers. Hitting lightning twice with Sex in the City and Sopranos was luck. And, we played to stay there by listening like insurgents and finding the next great thing.  So when Lena Dunham and David Benioff came in…we signed them.

HBO is in the brand business, not the CPM business.  Great shows do it and I want to build addicts. The key is to focus on what elevates our brand and builds addicts across shows across demographics with great programming.

Data analytics is used to market to the 15 million undecideds out there in the US.

We created a stand alone internet service to give viewers access whenever they want. You can get us how you want to get us.  Apple provides access on their distribution and partner with them.

You have our whole oevre available on HBO Go and watch previous shows.

HBO is International

HBO’s brand is known globally.  It’s a revenue opportunity with great growth. Latin America, Asia and Eastern Europe demand indigonous programming and those shows do better than HBO traditional shows.

HBO Culture

Our culture is key. You need honest conversations where people are able to criticize those at the top. You must demonstrate that is true. For example, the decision to invade Iraq. How about Blackberry. What happened to their share? Someone only believed rich people would use them. Check me – don’t rush to a decision. Why do people have to be right instead of doing it right? It takes time. People need an environment to think together.

New Book: Social Media & Mobile Marketing Strategy

Coming in August 2016: Social Media & Mobile Marketing Strategy from Oxford University Press by Dr. Randi Priluck

 

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The practice of marketing has changed drastically in the past ten years and represents both challenges and opportunities for those who study the field. We are now firmly in the digital marketing era in which firms conduct business online and communicate with customers through a variety of digital and traditional media.

The new book Social Media & Mobile Marketing Strategies takes our current knowledge of the field and applies the best ideas to the world of social media and mobile marketing. Effective marketing strategies begin by segmenting and targeting markets, researching the environment, and understanding consumer behavior, and that is why this book focuses heavily on planning the strategy prior to execution.

A social media and mobile communications strategy also requires that one establish a strong digital presence on the Web and through online marketing prior to executing any campaign. Therefore, this book emphasizes planning and executing communications strategies, while keeping a clear focus on measuring the outcomes using clearly established goals and metrics. Finally, because there are legal issues involved in many executions, the final chapter reviews the law as it relates to digital marketing.

Learn social media and mobile strategy for your business or teach the topic to students.

Click here for a link to the site and to order your review copy.   Oxford University Press

 

How to Teach Social Media Marketing – Part One

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You may be wondering how to teach social media marketing given how quickly the landscape changes, people adopt new platforms and the platforms themselves change with the wind.  Recently Jay Baer talked about the difference between potential reach and actual reach of social media. The point is that just because you have followers, doesn’t  mean they see your posts – it only means they could potentially see them.  This is a big problem for marketers and for educators who try to stay on top of teaching this challenging topic. So, how do you impart the necessary knowledge to students given this situation?   Emphasize the following five basics:

  1. Teach Marketing Concepts
    1. The Four P’s
    2. Segmentation and Targeting
    3. Research for Decision Making
  2. Emphasize Objectives
  3. Build on Digital Marketing Prerequisites
  4. Focus on Process
  5. Preach Measurement
  6. Know the Law

Teach Marketing Concept

If you are a marketing professor you likely teach students the notion that it is important to meet consumer needs while reaching organizational objectives.  The basic marketing mix plays a role in every part of social media marketing.  Social media influences product design and development, pricing and distribution and promotion.  Including examples of each of these in a course will set the stage for teaching more social media concepts.

Product:

The company Quirky.com used social media to choose the best products to bring to market, and then leveraged the knowledge of the crowd to develop the marketing strategy.  Crowdsourcing can be used by other firms to select the best possible ideas.

Price:

Best Buy created its own shelf tags for consumers to use with mobile devices to help limit the need to search for lower prices on mobile phones.

Distribution:

Brands like JewelMint leverage social media to sell more products encouraging customers to share with their friends.

Promotion:

Chipotle and Chobani have each used social media not only to promote their offerings but also to create a personality for their company. Videos, blogs, sponsorships and events have been utilized to tell their corporate story and cultivate positive attitudes toward their brand.

A great idea is to flip the classroom and get the students to find their own examples of brands that use social media as part of their marketing strategies.

Another concept that comes into play in teaching social media marketing is segmentation.

Segmentation is the process of dividing consumers into homogeneous groups based on certain demographic, geographic, psychographic characteristics and usage behavior. Faculty members who teach segmentation can use elements of social media to highlight aspects of the topic.

Social networks collect vast amounts of data on consumers and can provide a rich discussion on the various methods to divide consumers into groups based on the various segmentation methods: geographic, demographic, psychographic and behavioral. By logging onto Facebook a faculty member can show how Facebook provides actual market sizes for the various groups of individuals associated with specific characteristics.

In order to reach and engage people in social media marketers must ensure that the target uses these platforms and wishes to engage with marketers.  Most of the time people are on social media to connect with friends and not products.  Moments that matter and can influence sales are key to receptive audiences.  To bring this to life I ask students to use demographics from Pew Internet Research to define target markets for the major social sites.  You can find great data using the following link:

Target Markets for Social Media Sites

Finally, research is an important component of a strong social media strategy. Stay tuned for more information on how to cover this topic and more.

 

 

 

Why Skittles Completely Missed the Advertising Mark on This Year’s Super Bowl

Read my post on Social Media Week:

skittles

This year’s Super Bowl cost advertisers about $5 million for a thirty second spot. These ads represent a large proportion of some brands’ total media budgets so marketers should carefully consider their value. A brand should determine the ultimate return on investment for this strategy relative to other media options that could potentially buy more frequency for the message across a longer time horizon.

How can a brand manager evaluate the value of a Super Bowl ad?

The first consideration is the target market and brands should determine whether their target is represented among those who watch and pay attention to the game. CNN reported that last year’s Super Bowl had the largest viewership in television history with 114.4 million estimated viewers and 49.7 million in the coveted 18-49 age group.

The National Retail Federation predicted that 83% of men and approximately 70% of women planned to watch the game when they were polled in January 2015. In addition 83% of 18-24 year olds indicated they would watch the game last year. In 2011, the last year of available data from Sports Business Daily, only 16% of the Super Bowl audience was comprised of kids 2-17.

The second important decision on running a Super Bowl ad is the type of creative to plan. The message in the ad should be related to the product and the imagery should resonate with the target audience.

One brand spent over $5 million on the ad space and much more to hire a celebrity endorser who was completely inappropriate for the brand advertised. Which brand executed this major flop? Skittles.

To continue reading click on this link:

Why Skittles Missed the Super Bowl Mark

Bloglette: Targeting in Mobile with Roomi

  
Promoting in Washington Square park this week was Roomi. This app had it right approaching young people in the park with Frisbees. Couldn’t help feeling a bit left out, but recognize a mom like me isn’t in the target. I’m really bad at Frisbee too.  

With $2 million in funding this company targets New Yorkers seeking compatible roommates. It launched as the first mobile-only service of its kind. There are over 3,000 rooms available and Roomi verifies users through Facebook.

Source: TechCrunch “Roomi Lands $2 Million To Pair You With The Perfect Roommate”

Posted Jun 9, 2015 by Jordan Crook (@jordanrcrook)
 

Back from Ghana

Social Media and Mobile Research was on vacation while I was traveling in Ghana.  It was a great trip with wonderful people, beautiful weather and relaxing times.  As usual I observed the connectedness of the people while I was there.  One day I sat in a van next to a young woman named Monica, while headed toward Takoradi.  After a while she asked me for my phone number.  Since I did not have a phone with me that could accept a call I told her I would give her my email address to keep in touch.  That was when she said she did not have an email address, but could contact me on What’s App or Facebook.  Imagine that, young educated women in Ghana are using mobile devices to communicate on Twitter, Facebook and What’s App, but not using email.

In general, Ghana seemed to have good cell phone access even in remote places.  There were towers everywhere we went including the jungle, the boarder with Ivory Coast and the far north of the country.

 

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Surprise Tablet Owners are Wealthy

The Pew Research Center, a highly reliable source for research data found huge growth in tablet ownership since April 2012.

Now, 34% of US adults own tablets and their demographics are attractive to marketers. The most likely owners are ages 35-44 with incomes over $75k.

Prior research on tablet owners suggests that these customers spend more money on purchases than people who don’t own tablets. Why not? Tablet owners appear to have more money to spend.