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Social Media Marketing 社群網路行銷 1 1022SMM09 TLMXJ1A (MIS EMBA) Mon 12,13,14 (19:20-22:10) D504 行動 APP 行銷 (Mobile Apps Marketing) Min-Yuh Day 戴敏育 Assistant.

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Presentation on theme: "Social Media Marketing 社群網路行銷 1 1022SMM09 TLMXJ1A (MIS EMBA) Mon 12,13,14 (19:20-22:10) D504 行動 APP 行銷 (Mobile Apps Marketing) Min-Yuh Day 戴敏育 Assistant."— Presentation transcript:

1 Social Media Marketing 社群網路行銷 1 1022SMM09 TLMXJ1A (MIS EMBA) Mon 12,13,14 (19:20-22:10) D504 行動 APP 行銷 (Mobile Apps Marketing) Min-Yuh Day 戴敏育 Assistant Professor 專任助理教授 Dept. of Information Management, Tamkang University Dept. of Information ManagementTamkang University 淡江大學 淡江大學 資訊管理學系 資訊管理學系 http://mail. tku.edu.tw/myday/ 2014-05-05 Tamkang University

2 週次 (Week) 日期 (Date) 內容 (Subject/Topics) 1 103/02/17 社會網路行銷課程介紹 (Course Orientation of Social Media Marketing) 2 103/02/24 社群網路商業模式 (Business Models of Social Media) 3 103/03/03 顧客價值與品牌 (Customer Value and Branding) 4 103/03/10 社群網路消費者心理與行為 (Consumer Psychology and Behavior on Social Media) 5 103/03/17 社群網路行銷蜻蜓效應 (The Dragonfly Effect of Social Media Marketing) 6 103/03/24 社群網路行銷個案研究 I (Case Study on Social Media Marketing I) 7 103/03/31 教學行政觀摩日 (Off-campus study) 8 103/04/07 行銷傳播研究 (Marketing Communications Research) 9 103/04/14 社群網路策略 (Social Media Strategy) 課程大綱 ( Syllabus) 2

3 週次 (Week) 日期 (Date) 內容 (Subject/Topics) 10 103/04/21 期中報告 (Midterm Presentation) 11 103/04/28 社群網路行銷計劃 (Social Media Marketing Plan) 12 103/05/05 行動 APP 行銷 (Mobile Apps Marketing) 13 103/05/12 社群網路評量指標 (Social Media Metrics) 14 103/05/19 社群網路行銷個案研究 II (Case Study on Social Media Marketing II) 15 103/05/26 社群網路海量資料分析 (Big Data Analytics of Social Media) 16 103/06/02 端午節 放假一天 (Dragon Boat Festival)(Day off) 17 103/06/09 期末報告 I (Term Project Presentation I) 18 103/06/16 期末報告 II (Term Project Presentation II) 課程大綱 ( Syllabus) 3

4 4 Source: http://www.amazon.com/Mobile-Marketing-An-Hour-Day/dp/1118388445

5 Mobile App Solution 5 http://www.agency1111.com/pages/services/

6 6 Source: http://socialmediatoday.com/chris-horton/2201831/7-social-mobile-apps-marketers-should-know-about Mobile App Marketing

7 Mobile In-Store Research-to-Purchase Path 7 Source: Rachel Pasqua and Noah Elkin, Mobile Marketing: An Hour a Day, Sybex, 2012 Research Visit Store Purchase Visit Store Research Purchase OR

8 Mobile Strategy 8 Source: Rachel Pasqua and Noah Elkin, Mobile Marketing: An Hour a Day, Sybex, 2012 Environment Customers Brand + Customer Demographics + Customer Behaviors + Brand Goals + Brand Assets + Marketplace Dynamics + Competitive Situation + Inspirational Brands

9 Traditional purchase funnel with mobile overlay 9 Source: Rachel Pasqua and Noah Elkin, Mobile Marketing: An Hour a Day, Sybex, 2012

10 Sample Customer Journey Map 10 Source: Rachel Pasqua and Noah Elkin, Mobile Marketing: An Hour a Day, Sybex, 2012 Awareness Engagement Consideration Conversion Advocacy Word of Mouth In-store Mobile Redemption SMS opt-in Mobile SEO & Web Mobile SEM Post-purchase Mobile Share Offline Online Source: http://screenmediadaily.com/m obile-shopping-apps-are- helping-on-the-go-consumers- locate-deals-and-boost-retail- sales/

11 Online to Offline (O2O) 11 Source: http://o2ointeractive.com/understanding-the-purchase-funnel-from-online-to-offline-and-back-again/

12 Mobile Readiness Awareness Engagement Consideration Conversion Loyalty 12 Source: Rachel Pasqua and Noah Elkin, Mobile Marketing: An Hour a Day, Sybex, 2012

13 Mobile Marketing Tactic 13 Source: Rachel Pasqua and Noah Elkin, Mobile Marketing: An Hour a Day, Sybex, 2012 QR codes In-store Mobile App Opt-in SMS alerts Mobile Search engine marketing Mobile Search engine optimization Mobile website

14 Mobile Marketing Plan 14 Source: Rachel Pasqua and Noah Elkin, Mobile Marketing: An Hour a Day, Sybex, 2012 1 2 3 4 5 6 7 8 9 10 11 12 Mobile web site development & SEO Awareness integration into Twitter & Facebook Desktop website awareness elements SMS short code acquisition and provisioning SMS Test Campaigns iOS App planning based on mobile website learnings In-store QR pilot QA Mobile search engine marketing with hyperlocal, click to call and offers

15 Mobile App Content Strategy: Ongoing Engagement 15 Source: Rachel Pasqua and Noah Elkin, Mobile Marketing: An Hour a Day, Sybex, 2012 Content Strategy = Engagement Research Active Listening Testing Competitive analysis and industry insights Monitoring conversations in key social media about a brand/app. Testing app prototypes with groups of target users to validate content and functionality

16 Mobile App Media Strategy: awareness and downloads 16 Source: Rachel Pasqua and Noah Elkin, Mobile Marketing: An Hour a Day, Sybex, 2012 Media Strategy = Downloads Paid Media Owned Media Earned Media Targeted mobile advertising campaigns generate the high-volume downloads required to achieve rank Brand Web site and branded content and social media Blogs, directories, email, PR, and other earned channels promoted awareness and brand advocacy

17 The symbiotic relationship between paid, earned, and owned media in the mobile app ecosystem 17 Source: Rachel Pasqua and Noah Elkin, Mobile Marketing: An Hour a Day, Sybex, 2012 LAUNCH 1 2 3 4 5 6 7 8 9 10 11 12 Ongoing tracking, conversation monitoring and analysis Paid Earned & Owned Paid Earned & Owned

18 18 Source: https://www.youtube.com/watch?v=w9GtsR8FG8w Mobile Apps Marketing O2O Commerce (Online-to-Offline) (Offline-to-Online)

19 Mobile App Marketing 19 http://socialmediatoday.com/allenbrayan/639131/mobile-app-marketing-how-reach-million-users-no-time

20 Make your Mobile App Global. But Think Local. 20 http://socialmediatoday.com/allenbrayan/639131/mobile-app-marketing-how-reach-million-users-no-time

21 Mobile Apps Mobile apps have become the official channel to drive content and services to consumers. From entertainment content to productivity services, from quantified-self to home automation, there is an app for practically anything a connected consumer may want to achieve. This connection to consumer services means users are constantly funneling data through mobile apps. As users continue to adopt and interact with apps, it is their data — what they say, what they do, where they go — that is transforming the app interaction paradigm 21 Source: http://www.gartner.com/newsroom/id/2654115

22 22 Source: http://www.intellectsoft.co.uk/mobile-app-marketing.html Mobile App Marketing

23 Keywords research and implementation App description creation / optimization Creation of Press release featuring app and its functions overview Facebook and twitter account creation Press release submission to App Review websites: iPhone app (300+ websites) / Android app (80+ websites) Consulting and advise on launch strategy Report upon marketing campaign completion Timing: 4-5 business days 23 Source: http://www.intellectsoft.co.uk/mobile-app-marketing.html

24 24 Source: http://www.intellectsoft.co.uk/mobile-app-marketing.html

25 25 Mobile Apps Marketing SilverGoldPlatinum From $599From $999From $1399 Per Month Social Media Initial Facebook Account SetupYes Facebook Fan Page Setup for AppsYes Facebook Likes204080 Facebook FriendsYes Wall Posting (Per Month)152550 Twitter Account Setup for AppsYes Twitter Profile DesignYes Twitter Followers Mothly Basis50100150 Tweets per Month152550 Linkedin Profile Creation for AppsYes Weekly Linkedin Profile UpdatesYes Posting per Month102030 Google+ Account Set-Up for AppsYes Post regular updatesYes Google+ FollowersYes Source: http://www.infoicontechnologies.com/mobile-apps-marketing.php

26 26 Mobile Apps Marketing SilverGoldPlatinum From $599From $999From $1399 Per Month Ad Network Google AdwordsNo$300$500 Google Adwords Account SetupNoYes Keyword Research and SelectionNo1020 Creative Ads DevelopmentNoYes Ad Scheduling SetupNoYes Bid SetupNoYes Google Analytics SetupNoYes Bidding ManagementNoYes Landing Page Review & DevelopmentNoYes Facebook Ad$200 $300 Facebook Ad Setup and Optimization ServicesYes Facebook Paid AdvertisingYes Source: http://www.infoicontechnologies.com/mobile-apps-marketing.php

27 27 Mobile Apps Marketing SilverGoldPlatinum From $599From $999From $1399 Per Month Organic Marketing Apps Landing Page OptimizationYes Promotion of Google play store pageYes Unique Articles Creation223 Article Submission20 30 Approved Article Promotion203050 Following of relevant PinnersYes Social Bookmark of Approved Articles10 15 Press Release Creation223 Press Release Submissions20 30 Approved Press Release PromotionYes Social Bookmark of Approved Press Releases10 15 Classified Ad CreationNo12 Classified Ad PostingNo510 Source: http://www.infoicontechnologies.com/mobile-apps-marketing.php

28 28 http://blog.emobilez.com/2011/10/07/marketing-of-mobile-apps/

29 App Store Optimization (ASO) Search Engine Optimization (SEO) 29

30 30 Source: http://www.infoicontechnologies.com/mobile-apps-marketing.php

31 Mobile Apps Marketing App Optimization of the User Get the App Discovered Acquiring the App Users 31 Source: http://www.infoicontechnologies.com/mobile-apps-marketing.php

32 App Optimization of the User Improve the user’s name, keyword set and description Design an appealing app icon and to create compelling screenshots Produce a dynamically engaging video trailer Develop an effective app landing page Conduct market research 32 Source: http://www.infoicontechnologies.com/mobile-apps-marketing.php

33 Get the App Discovered Browse and archive the TOP App Store ranking Get benefited from the unbiased App Store reviews Get reviewed by the app-centric media Generate leads and traffics through different social media platforms Acquire large scale PR push 33 Source: http://www.infoicontechnologies.com/mobile-apps-marketing.php

34 Acquiring the App Users To drive application downloads in great volume To maintain your App Store ranking To analyze your users' behavior to bring the features accordingly To grow organic installs To establish an active social media presence 34 Source: http://www.infoicontechnologies.com/mobile-apps-marketing.php

35 App Marketing Understand your Market Make a Free or Paid App? Become a Keyword Ninja Mobile Ads Applovin Ads in Mobile App Playhaven Ads The App Review process Making money with In App Purchases (IAPS) 35 http://www.amazon.com/Marketing-Money-iPhone-Chocolate-Development-ebook/dp/B00E3VTR4W

36 Mobile Apps Marketing O2O Commerce (Online-to-Offline) 36 Source: https://www.youtube.com/watch?v=pEDsERv-rFA

37 Online to Offline (O2O) 37 http://finance-startups.jp/2012/08/o2o-chaosmap/

38 38 Online to Offline (O2O) (Japan) http://finance-startups.jp/2012/08/o2o-chaosmap/

39 Social Media Mobile Apps Marketing for Online to Offline (O2O) 39 Source: http://internetmarketingmag.net/internet-marketing-strategy/how-to-complement-your-online-strategy-with-offline-media/

40 Online to Offline (O2O) Commerce 40 http://coloradotravelmaster.com/summit-county-activities-network/ Online Marketing Offline Marketing -SEO -SEM -PPC -Website -App QR Codes -Brochures -Sales Letters -Advertisements

41 Online to Offline (O2O) 41 http://daycaresuccess.com/2013/09/05/creative-strategies-to-make-marketing-better/

42 Online-to-Offline (O2O) Commerce 42 http://www.conversationagent.com/2014/04/online-to-offline-commerce.html

43 Mobile Commerce 43 Source: http://letstalkpayments.com/light-end-tunnel-omni-channel-retail/

44 44 Source: http://www.thinkwithgoogle.com/research-studies/the-new-multi-screen-world-study.html

45 45 Source: http://www.thinkwithgoogle.com/research-studies/the-new-multi-screen-world-study.html

46 46 Source: http://www.thinkwithgoogle.com/research-studies/the-new-multi-screen-world-study.html

47 Inbound Marketing 47 Source: http://www.hubspot.com/inbound-marketing

48 Fiksu Comprehensive Mobile App Marketing Ecosystem 48 Source: http://www.fiksu.com/products-technology/comprehensive-mobile-app-marketing

49 49 Source: http://www.mobyaffiliates.com/blog/mobile-app-promotion-market-map-infographic-2/

50 Mobile App Design Process 50 Source: http://acrl.ala.org/techconnect/?p=2882

51 51 http://gigaom.com/2013/12/08/the-continuing-evolution-of-the-mobile-business-app-ecosystem/

52 Mobile Marketing Landscape 52 http://venturebeat.com/2013/12/06/a-great-appgame-is-required-but-not-sufficient-for-success-in-mobile-marketing/

53 53 http://www.lumapartners.com/lumascapes/mobile-lumascape/

54 Mobile Advertising Ecosystem 54 http://www.businessinsider.com/the-new-mobile-advertising-landscape-2013-11

55 References Philip Kotler & Kevin Lane Keller, Marketing Management, 14th ed., Pearson, 2012 Lon Safko, The Social Media Bible: Tactics, Tools, and Strategies for Business Success, 3rd ed., Wiley, 2012 Rachel Pasqua and Noah Elkin, Mobile Marketing: An Hour a Day, Sybex, 2012 55

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