Category Archives: marketing

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 Strategy Prerequisites

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

I created this presentation in advance of teaching social media marketing strategy because I felt it important to emphasize to students that you don’t just jump into a social media strategy. There are a number of things you must consider first.  Specifically, marketers must set goals and objectives that they would like to achieve so that the strategy is focused and effective.  Second, brands need metrics that they will use to evaluate those goals.  Third, the strategy must be clear on the people who comprise the target market and that can only be discovered after segmenting markets.  Finally, it helps to determine what you want your target to do after you communicate with them.

Social Media Strategy Prerequisite Slides

These slides accompany Social Media & Mobile Marketing Strategy from Oxford University Press by Randi Priluck and are a social media teaching resource for faculty.

 

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.

Screen Shot 2017-06-15 at 12.19.01 PM

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.

Screen Shot 2017-06-15 at 12.20.03 PM

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.

Screen Shot 2017-06-15 at 12.21.08 PM

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

 

 

Social Media Marketing is Digital

Screen Shot 2017-04-24 at 6.50.27 PM

I read an article in the Times titled “A Google Gold Mine Below the Search Bar” that got me thinking about how I teach social media marketing to my graduate students.  The article discusses the importance and success of product listing ads on the Google search page that come up when people type certain words into the search engine.

A product listing ad is one that has pictures of products and information, often including pricing.  The pictures attract attention from viewers and the prices provide key information directly related to the purchase.  It seems that retailers really like these ads.

So, why bring this up in teaching social media marketing?  The paid search ads are now much more prominent than the organic search results on the page.  In mobile, paid results may be the only thing that a viewer sees in a search because of the small screen size.  Search can be super effective for a strategy because it leads directly to sales and it is very track-able.  Marketers need to evaluate the value of search marketing in the mix and its effect on sales relative to the social media marketing effort.  The analysis would include sales results and cost for a clear ROI for each.

Regardless of which is more effective students of social media marketing must learn general digital marketing in order to make effective decisions for brand communications.

Here is a link to the NYTimes article.

Screen Shot 2017-04-24 at 6.45.43 PM

Cobranding in Chile

  
Cobranding is a partnership between two brands that intends to increase the value of each as a result of the association. Both large and small brands have partnered to gain advantages relative to competitors. 

Cobranding can be complicated as when Jeep designs interiors with Burberry patterns. But, the connections can be really simple as in this example of a relationship between a brand of juice and Cartoon Network characters. The stickers make the product appealing to kids without altering the product or packaging. An easy solution for a small brand.

The Digital Marketing Era

screen-shot-2017-02-09-at-2-14-39-pm

Though faculty still teach the historical aspects of marketing, the standard marketing era instruction must be updated to reflect changes in the corporate world that are now much more fast paced and occur with increasing regularity. Digital marketing affects all of the components of the marketing mix and the integration of digital marketing programs and activities will continue to grow in importance, and contribute to the transformation of marketing practices.