Online data

Collecting social data

Social media analytics
Search engine marketing
Search engine optimization
Web analytics technologies
Search and audience analytics
Week 3
Social Media analytics
1. The role of social media analytics in marketing research
2. Social media SWOT analysis for a brand
3. Distinguish among different types of social media metrics
4. Social media monitoring report
Social Media analytics
- Social media analytics is the practice of using software to organize and
analyze data that are collected from social media sites.
- Interpretations from such analysis helps firms make decisions.

THREE contributions of social media analytics for marketers.

1. Discovering new ideas, emotions, and vocabulary
2. Helping a company learn about its competitors
3. Monitoring the progress of a marketing campaign
Drawbacks of Social Media Analytics
- The data are different/incongruent/unequal
• Data coming from all over the world, from different nations, different
languages, different socioeconomic backgrounds, different emotions,
different cultures, different formats
• Difficult to group, analyze and interpret such data.
- Non-responsiveness is common
• People having no access to internet have little interest in social media
• Some countries have strict media control regulations
• Some people might be even too busy to be connected online
Drawbacks of Social Media Analytics
- Subjects may be highly biased
• Like minded people form platform to interact among themselves and
reinforce their biases
- Fake and manipulated accounts
• Lots of fake accounts or manipulated accounts
Social Media SWOT Analysis
- A social media SWOT analysis stands for strengths, weaknesses,
opportunities, and threats
- It relates to the internal and external attributes of a company
- It applies the same attributes of strengths, opportunities, weaknesses,
and threats specifically to a brand's social media presence
An example of Social Media SWOT analysis
for Tim Hortons (until August 2019)
Strengths
• Millions of followers on Facebook and thousands of followers on Instagram
and Twitter
• Dedicated Twitter accounts for French language speakers and US users
• Highly responsive to comments and complaints via Twitter
• High quality image and video contents
• High engagement
Weaknesses
• Infrequent posts on Instagram
• Low response to comments and complaints via Facebook
• Low posts from senior management
An example: Social Media SWOT analysis for
Tim Hortons
Opportunities
• Hire a dedicated social media manager for Facebook
• Pay more attention to trending topics
• Partner with non-profit organization for joint social campaign
Threats
• Decline in reputation may negatively affect social media engagement
• Biggest competitor Starbucks has high quality content, user engagement,
and highly responsive moderators
• Starbucks has strong advertising presence in Facebook, Twitter and
Instagram
Common Social Media Metrics
• # of followers
• # of shares, likes, unique comments
• Brand mentions, when, what day, what time etc.
• Sentiment: Feelings associated with a particular brand

• Share of Voice: The number of people who mentioned a particular brand compared to its
competitors' brands
• Referral Traffic: It measures how many people arrived at a brand's webpage directly from
a specific social media site
• Bounce rate: The number of times that a unique user visits a brand's webpage and leaves
without visiting another webpage
Steps in writing a social media monitoring report
• Summary
• Introduction and goals
• Analytics and Key findings
• Conclusions and recommendations
Search Engine Optimization (SEO)
• What is a Search Engine?
• Examples of popular Search Engines
• Search Engines statistics
• Why is Search Engine marketing important?
• What is a SEO Algorithm?
• Steps to developing a good SEO strategy
• Ranking factors
• Basic tips for optimization
 Offline / Online
Offline, bustling crowds pass by your Online, people search for information.
place of business. Some of the passerby Millions of people. Each searches alone.
traffic notices you and walks in.

"Location, Location, Location" "Information, information, information"

• 28% of Google searches are for a "product/service name", 9% are for a "brand
name" and 5% are searches for a "company name".
• 85%* of all Web site traffic and 70%* of all online purchases originate from a
search engine. (*Jupiter Research)
Examples popular Search Engines

https://www.seo.com/blog/search-engine-statistics/
How Do Search Engines Work?
• Spider “crawls” the web to find new documents (web pages, other
documents) typically by following hyperlinks from websites already in their
database
• Search engines indexes the content (text, code) in these documents by
adding it to their databases and then periodically updates this content
• Search engines search their own databases when a user enters in a search
to find related documents (not searching web pages in real-time)
• Search engines rank the resulting documents using an algorithm by
assigning various weights and ranking factors
Some stats
 80% of consumers find the website by 100+ Billion Searches / Month
first writing a query into a box on a
search engine (Google, Yahoo, Bing)
 90% choose a site listed on the first
page
 85% of all traffic on the internet is
referred to by search engines
 Top three organic positions receive
59% percent of user clicks https://alphametic.com/global-search-engine-market-share
Business Card SEO Effectiveness
What is Search Engine Optimization (SEO)?
• Refers to the process of “optimizing”
both the on-page and off-page
ranking factors to achieve high
search engine rankings for targeted
search terms

• Refers to the “industry” that has

been created for using keyword
searching
• a mean of increasing relevant traffic to
a website
What is a SEO Algorithm?
Online Spending Growth
• The SEO algorithm is constantly
changed, tweaked & updated

• Websites and documents being

searched are also constantly
changing

• Varies by Search Engine – some

give more weight to on-page
factors, some to link popularity
https://publir.com/blog/2021/06/global-digital-ad-spending-2021/
A good SEO strategy
• Research desirable keywords and search phrases
(WordTracker, Overture, Google AdWords)
• Identify search phrases to target (should be relevant to business/market, obtainable
and profitable)
• “Clean” and optimize a website’s HTML code for appropriate keyword density, title tag
optimization, internal linking structure, headings and subheadings, etc.
• Study competitors (competing websites) and search engines
• Implement a quality link building campaign
• Add Quality content
• Constant monitoring of rankings for targeted search terms (facebook insights, Scopus)
Ranking factors
• On-Page Factors (Code & Content)
#3 - Title tags <title>
#5 - Header tags <h1>
#4 - ALT image tags
#1 - Content, Content, Content (Body text) <body>
#6 - Hyperlink text
#2 - Keyword frequency & density
• Off-Page Factors
#1 - Anchor text (For example, the text “7th world congress ebusiness“)
#2 - Link Popularity (“votes” for your site) – adds credibility
What a Search Engine Sees
• View > Source (HTML code)
Pay Per Click (PPC)

 PPC ads appear as “sponsored listings”

 Companies bid on price they are willing to pay
“per click”
 Ability to control ad text
 Can set budgets and spending limits
 Google AdWords and Overture are the two leaders
PPC vs. Organic SEO
Pay-Per-Click “Organic” SEO

• results in 1-2 days • results take 2 weeks to 4 months

• easier for a beginners or one little knowledge of SEO • requires ongoing learning and experience to achieve
• ability to turn on and off at any moment results
• generally, more costly per visitor and per conversion • very difficult to control flow of traffic
• fewer impressions and exposure • generally, more cost-effective, does not penalize for
• easier to compete in highly competitive market space more traffic
• Ability to generate exposure on related sites • very difficult to compete in highly competitive market
space
• ability to target “local” markets
• ability to generate exposure on related websites and
• better for short-term and high-margin campaigns directories
• more difficult to target local markets
• better for long-term and lower margin campaigns
Site Building Process
Tips and Optimization Techniques
• Research keywords related to your business
• Identify competitors, utilize benchmarking techniques and identify level of
competition
• Utilize descriptive title tags for each page
• Ensure that your text is HTML-text and not image text
• Use text links when ever possible
• Use appropriate keywords in your content and internal hyperlinks
• Obtain links from related websites
• Monitor your search engine rankings and more importantly your website traffic
statistics and sales/leads produced
Keywords / Phrases Suggestion

Choose your Keyword:

- Theme Related
- Popular
- Low Competition
Search engine marketing
What is search engine marketing (SEM)?

- SEM is the act of marketing a website via search engines by

purchasing paid listings

What are paid listings?

- Listings that search engines sell to advertisers, usually through paid
placement or paid inclusions programs
- In contrast, organic listings are not sold
Search engine marketing- Paid listings
1. Paid inclusions 2. Paid placements
- Advertising programs where pages - Advertising programs where listings are
are guaranteed to be included in a guaranteed to appear in organic listings
search engine's index in exchange - the higher the fee, the higher the ranking
for payment - e.g., sponsored links and Google’s Ad words
- no guaranteed ranking - can be purchased from a portal
- payment made on a CPC basis - search networks are often set up in an auction
environment where keywords and phrases are
associated with a cost-per-click (CPC) fee
Search engine marketing

Paid placements
SEM and the Buying Cycle
Campaign Goals and Objectives should line up with the profile of the searcher

While longer phrases tend to be further down the cycle, short ones
may be as well, brands, products, etc.
Conclusion on SEO and SEM
• If budget allows, undertake both SEO and SEM
• If budget is lower, go for SEO
• Recommendation for
- SEO for organic promotion
- SEM for campaigns and international market
Why is internet marketing important?
It gives companies the ability to:
• Drive high quality customers to their website
• Increase sales leads from customers looking for their products and
services
• Build brand online by communicating marketing messages to their target
audience
• Increase profile against the competitors
• Target a global and local audience via search engines
• Be accountable with return on investment (ROI) tracking
Other internet marketing strategies
• Effective copywriting, dynamic content through SE friendly web
portals, BLOGS
• Affiliate programs
• Email marketing and online newsletters
• Interactive customer relationships
• Web traffic analysis and web analytics
Conclusion
Want to win in Search Engine Marketing?
- Control risk through education, best practices, smart people, and
appropriate use of effective technology, not just for tracking but for
campaign optimization
Do you want to be a survivor and a winner in the game of search
engine marketing?
- Learn how the game is played