How to Teach Social Media Marketing Efficiency

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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.

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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:

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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.

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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.

 

Cuba’s Internet and Castro

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I recently wrote a paper on internet diffusion and adoption in Cuba and thought it would be appropriate to share on the day of Castro’s death. The hope is that Cuba will have the opportunity to share in the world’s communication and add to the important discussions that need to take place as we enter a new time of uncertainty.

Here is the introduction and a link to the full text of the article:

Internet Diffusion and Adoption in Cuba

Cuba is one of the last countries in the world to provide online access for its citizens in spite of the economic advantages that connectivity brings to economies. As the country opens opportunities for citizens to engage in business and potential trade with the United States
grows the Internet could help boost economic output for the country.
The article argues that Cuba’s educated population who have a strong desire to interact with the rest of the world will take full advantage of opportunities that are given by the government.  The conclusion suggests that Cuba is ready.
The results of this analysis suggest that Cuba is poised for Internet growth as long as the government continues to open access for residents. The Internet in Cuba blog by Larry Press suggests that the government may legitimize the SNET, the network that runs from Cotorro to Bauta that the government has chosen to ignore for the past 8 years (Press 2016). There are also reports of proposals from US and non US companies to build an Internet cable between Miami and Havana (Press 2016). In either case, the Cuban government has made moves toward increasing access.

Social Media and Mobile Marketing Chapter 7 Exercise

Here is a simple exercise you can use in your class to give your students familiarity with some key terms for search engine optimization (SEO).  It uses Open Site Explorer and asks students to choose their own brand of interest.  The goal is to help you teach social media marketing while considering its role in the broader digital marketing sphere.  For more exercises on Social Media & Mobile Marketing Strategy, click here.  You can also get a digital version of Social Media & Mobile Marketing here.

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In-Class Exercise – Chapter Seven

  1. Go to www.opensiteexplorer.com
  2. Enter a URL for a company that has a web presence and one in which you are interested.
  3. Define the following terms:
  • Domain Authority
  • Page Authority
  •  Just Discovered
  •  Established Links
  •  Root Domain

4.  List five websites linking to the page.

5. Evaluate the quality of each of the links to the page using PA.  Is the page well positioned in terms of links?

6. Compare Page Metrics with one direct competitor of the brand. How does your company compare in terms of links?

Kellogg’s Story Telling Social Media Strategy

The Social Pro’s podcast hosted Rick Wion, the head of customer engagement at Kellogg’s and here are some of the points that he made.  The presentation was quite interesting suggesting that a) you don’t have to be everywhere all the time and b) the engagement should be regular, but not overwhelming.  Here is what we will discuss in the Media Storm Masters Social Media and Mobile Marketing Course:

screen-shot-2016-10-26-at-11-02-21-amHere is a link to the Social Pro’s Podcast.

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.

Social Media & Mobile Trends

Here are some of the trends I discuss in my Social Media & Mobile Marketing Strategy course in the Media Storm Master’s Program.

The videos are available on my YouTube channel Rpriluck.

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These trends and videos are also available on the Powerpoint slides that accompany my book from Oxford University Press “Social Media & Mobile Marketing Strategy.”

Herschel Case Update

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For Social Media & Mobile Marketing Strategy from Oxford University Press

Herschel Supply Company

  1. Read the case on page 26 of Social Media & Mobile Marketing Strategy.
  2. What would you recommend for Herschel’s social
  3. media strategy in the US at this point?
  4. Would it be possible to grow the business in China?
  5. What are the obstacles to growth in the US and China?

The company is expanding, and continues to rack up partnerships with valuable global brands. They now sell their bags and laptop sleeves through Apple’s highly curated stores and online, including Apple stores in China, which is the next chapter. So far, Herschel has only established a couple of small taste maker relationships, such as with Lane Crawford, which sells high-end brands (Jimmy Choo, Givenchy and so on) into Hong Kong, Beijing, Shanghai and Chengdu.

“Although we sell in all the surrounding countries around China, we’re really still strategically coming up with a plan for how we’re going to execute the business in China. You have one chance for a first impression, and when we enter the Chinese market, we’re going to make sure the first impression is on point,” Lyndon says. “We’re just scratching the surface.”

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Sources: Euromonitor Passport and http://www.theglobeandmail.com/report-on-business/rob-magazine/how-vancouvers-herschel-sells-millions-of-bags-worldwide/article26423150/

 

10 Ways the Chinese are more technogically advanced

And you thought you had all the technology you need in the palm of your hand. The Chinese use technology and have access in many more situations than you do. Here are 10 examples of advanced widely used technologies in China- with pictures.

1. Wired Subway. People have access on their mobile devices on modern train cars.
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2. Tv on trains and in stations. You can learn to cook a dish in the subway station or watch a show while riding on the subway car.

3. Use of Baidu Translate. You may not be able to speak Chinese and a Chinese teen may not speak English, but she can use her Baidu app to talk to you. She can help you use it, but you won’t be able to figure it out.


4. Touch screen Gps in cars. People enter destinations by finger swipe of chinese characters on a touch screen.

5. Mobile pay at KFC. Granted most places can’t take mobile payments, but Chinese customers can get original recipe using their phones.

 6. Train and bus tracking. Like the Flight Tracker on a plane, people in China can watch their transit progress on trains and busses using their phones.


7. QR codes everywhere. Granted few people actually use them, but the opportunity to get more information is everywhere in China.



8. Promotion via WeChat. Businesses connect with customers via WeChat, a popular texting app. More people are moving to these services and away from social media and marketers in China have beaten you to it.


9. Heavy use of portable personal Wifi units and batteries.  The Chinese have great internet access because they carry around devices that connect them anywhere and they don’t run out of power.

10. China has more Apple stores. Granted, many are copycats, but they look good and can help you with your Mac. You won’t need an appointment either.

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So, there you have it. In some ways China beats us in technology.

Mobile & Samples in Hong Kong

In the world of food retailing marketers like Costco have found that samples can boost sales. Some products have seen increases of 2000% according to an Atlantic report by Joe Pinsker in 2014. Sampling in stores is effective because the product is available immediately from the display and customers can make the decision to purchase right away. 

What happens when companies give out samples on the street? This is a popular strategy exhibited in my neighborhood in Manhattan where there is a lot of foot traffic.  Usually the company reps simply hand out the samples without any knowledge of the recipients or any follow up. Strong marketing is built on the notion of knowing your target and building relationships. Handing out samples to an anonymous group limits the ability of a company to track the result. These days analytics are a requirement for any strategy, so why should companies rely on blind faith for their expensive sampling efforts? 

One option that seems to work well in Hong Kong is to give samples only to those who provide follow up information. This is now very easy to do with mobile. In these photos reps of BioEssence are giving products to those who log their email addresses so that the company can reach them later. Not only that, but the added step means that only motivated interested customers will take the time to participate. 

Sha Tin
   

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