Category Archives: Video Seminar notes

Privacy Ethics ‘Bytes’ – What you can and can’t do from Lesley Tadgell-Foster

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Advertising Standards Authority 4 Principles

  1. Legal – lust adhere to the law
  2. Decency –how offensive is it, how many people complain
  3. Honesty
  4. True

‘Privacy is the right to be left alone’ – Warren and Brandeis

‘You share what you want to share with who you want to share it with’ – Lesley Tadgell-Foster

Privacy Watch Words, how personal data is protected

  • Confidentiality – I agree to give you this information between you and I, not to be sold or passed on.  There are varying degrees of confidentiality, absolute (i.e. doctors) to a provisional amount.
  • Access – You have the right to access any files, information that is held on you
  • Security – From little USB/laptop mistakes to huge data measures.
  • Accuracy – fundamental, you don’t want to be associated with other people’s details.

Case studies of privacy gone wrong

Check BBC Technology news – frequent stories of data loss.

The effect of these incidents see more and more people unsubscribing to updates, sharing their data and becoming more suspicious of brands. Brands are tackling this with privacy statements – there always has to be a balance.

The legal framework for a privacy policy

1984 act has been well established but is now redundant due to the 1998 act. (See 1998 act in full here)

1998 act is for living people only, dead people have no rights.

Privacy for brands is not a cut and paste job – it has to be unique and relevant to your brand.

Privacy principles:

–          Are you transparent with customers on how their data will be used? It needs to be transparent enough for customers to make a reasoned decision.

–          You need to make sure you have enough information to determine one person from another.

–          Is the data you’re asking of a person relevant to your product at that stage. Don’t ask more of a person to early on to avoid suspicion. Build up trust.

–          Some data needs to be updated more frequently than others. In marketing data, it’s up to you how long before updating data to make it completely accurate (up to 28 days).

–          Data can be kept, providing there’s still a use for it. But for marketing there is legislation that says 2-3 years is the longest lifeline of data. All a matter of housekeeping.

Privacy 1

Privacy 2

MAIN TAKEAWAYS

  • Privacy statement needs to be accessible – only one click away
  • Has to be up to date with all the most recent tech advancements
  • Must be clear, no legalese but in plain common English.
  • How can people access their information if they wanted to?

 

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Google Analytics Video Tutorial Notes

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1. Location Analytics Video

(Remember it’s over last month, you can change date or compare with last year etc)

World View -> Audience/Demographics/Locations

Region/City View -> Drill Down by clicking on country the click tabs to breakdown again by region

Metrics when considering location:  Traffic visits/ how many pages people look at on average per visit/duration of visit/bounce rate (average percentage of people who land on page from external site and only look at one page).

Conversions by location _> Click Goal Set 1 -> See conversions, different type of conversions set

Traffic source by location – Type source into secondary dimension on world/region/city view

2. Mobile Analytics Video

(Remember it’s over last month, you can change date or compare with last year etc)

  1. Audience/Demographics/Mobile
  2. Choose Devices or choose Overview

DEVICES-> click camera to see photo images of device. Metrics when considering mobile:  Traffic visits/ how many pages people look at on average per visit/duration of visit/bounce rate (average percentage of people who land on page from external site and only look at one page).

Note – Bounce rate and duration on page indicate how well the page is optimised for that device (how goof the experience is for the visitor)

Click Goal Set 1 – to see breakdown of conversions by device

Click tabs at top:

  1. Branding – to see breakdown of visits/bounce back/conversion etc by device brand (i.e. Apple/Samsung)
  2. Service Provider – to see breakdown of visits/bounce back/conversion etc by service provider brand (i.e. sky, O2, Vodafone)
  3. Input Selector (i.e. is the device touch screen, roller, keyboard)
  4. Operating System (i.e.iOS7/Android/Blackberry or whatever)
  5. Screen Resolution (i.e. what size screen was the web viewed on)

Note – Input selector and screen resolution key when dividing which devices to optimise your site for.

OVERVIEW – see breakdown of desktop vs. table vs. mobile

3. Traffic Sources Analytics Video

(Remember it’s over last month, you can change date or compare with last year etc)

  1. Traffic source/Sources/All Traffic

There’s a visits over time graph and metric table data.

In the first column, Source refers to how the visitor got to the page (search/direct etc), Medium refers to whether it was organic /paid/referral

Metrics when considering location:  Traffic visits/ how many pages people look at on average per visit/duration of visit/bounce rate (average percentage of people who land on page from external site and only look at one page). Note – the higher the bounce rate the less relevant the content it.

Click tabs at top:

i.            Source: direct/search/other websites

ii.            Medium: organic, natural, referral, twitter comparisons

iii.            Keyword: what keywords are driving visits  – (many not provided)

iv.            Content?

v.            Technology : can see which browsers are being used, operating systems, sceen sizes and flash/java stats.

vi.            Landing page/location/language/ad content

Click secondary dimension:

i.e. choose landing page to see how different pages are performing

4. LANDING PAGE Analytics Video

(Remember it’s over last month, you can change date or compare with last year etc)

  1. Content/Site Content/Landing Pages

(Note consider Content Drill down and Exit Pages)

Metrics when considering location:  Traffic visits/ how many pages people look at on average per visit/duration of visit/bounce rate (average percentage of people who land on page from external site and only look at one page).

Goal Set 1 – see how different landing pages contribute to conversion

Secondary Dimension – i.e. Source – shows what the most popular page + way-to-get-there combos are (i.e. homepage direct 100 visits, course page direct 58 visits, homepage search 58 visits

5. ADWORD ANALYTICS REPORTS

(Remember it’s over last month, you can change date or compare with last year etc)

-> Traffic source/Advertising/Adwords

1.  Campaigns: The table metics are differening, they now include Goal Completionts. you can look at the Goal Set 1 data as usual but you can also click ‘Clicks’.

This creates new metrics to compare: Visits, Impressions, Clicks, Cost, CTR, CPC

2. Bid Adjustments

Can switch between Device Location and Schedule. This shows you how your bid adjustments are performing in adword enhanced campaigns.

3.  Keywords

Switch between Ad Content and Keywords – this allows you to analyse how affective your ad copy is (the 1st column has the 1st line of each ad’s copy)

4.  Match Search Queries

How the actual searches compares to the keyword you’re bidding on

Use Keyword as a secondary dimension to compare – USEFUL

5.    Day Parts

Allows you to see performance of your ads during different times of the day. Important for time optimisation and bidding

6.   Destinations URLS

Helps you understand how each URL is performing through paid search

7.     Placements

What channels your ads are appearing on (i.e. Google, YouTube, Bing, Yahoo) (click placement domain at top)

8.      Keyword Positions

Right hand white box – change from visits to bounce rate

At top switch to Goal Set 1 and right box to look at overall conversion rate

6. MULTI CHANNEL ANALYTICS REPORTS

(Remember it’s over last month, you can change date or compare with last year etc)

  1. Conversions/Multi-channel Funnel

These reports help you understand the different journeys and devices people use before using your site.

Overview -> Visualise how different traffics work to help a conversion

Path Lengths –> how many different devices are used before a conversion

Tag length –> how many days elapse before first visit and conversion

Top Conversion Paths -> shows you the different types of traffic paths that people go on before converting

–          can change the conversion type (course sign-up, info request etc.) at the top

–          Can also change the path length and switch between paid traffic and all traffic

Assisted Conversions (useful) -> An assisted conversion is when a medium wasn’t the last click but was used in the traffic path before a conversion. Look at the difference between last click conversion and assist conversions.

 

Questions for group/tutor

What are the Goal Set 1 – how are they different to each other?

Why is Twitter a Medium?

What is Content when looking at traffic??

What is Ad Content when looking at traffic?

Difference between visits and clicks in Adwords/Campaign/clicks report?

Path and Tag length – graphs show opposite to what gilly explains!?

 

 

Video Notes: Simon Rogers, Big Data Journalism

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Numbers and statistics need context to make them valuable and important to people.

What do Data Journalists Do:

  1. Investigates
  2. Research
  3. Write + Report
  4. Engage
  5. Reveal and Expose

The Guardian uses huge data from Whitehall and the Government and make it accessible to readers using quick Google tools (note – look more into Google Fusion Tables).

They have wide and varied data coming in about school stats, crime rates, the econonmy and translate it into easy to understand visualisations. (Note Simon not a fan of the long thin infographic, visualisations should be short, condensed and easy to get info from).

Make data personal

 – Make it real to people

–          Use quiz format so people can put their own info in and see where they fit into a scale. By personalising the date to them, people are more likely to share (i.e. Tweet your class button was actually v. popular)

–          Election data v. important

–          PDFs is where data goes to die – can edit have to go through manually

Must use stories to bring data alive

Notes of Nathan Guerra Video – YouTube Story Telling

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  • Hero Content – stunts, one-offs, huge campaign idea
  • Hygiene Content – what consumers expect from your brand, week in and week out.
  • Need both to deliver great YouTube experiences.

Subscribers are good! They watch 4 times as many videos and watch for twice as longer.

How partnerships work in Youtube

  1. If a vlogger is doing a video showcasing your content, ask them to remove pre-ad or buy that space to avoid bad contrasts.
  2. Create script for an advert that uses the artists niche style, integrates bradned content with humour, self-awareness to go viral. (Tobuscus hot pocket ad) 3 million views. – this content doesn’t die, will keep getting exposure, no time limit.
  3. Telegraph/VW sabotage of make-up advice video. Uses shock element to go viral, piggy backing on vloggers usual style that sabotaging with their shock/own spin. Requires vloggers cooperation. (Make up crash video)
  4. Target niche audience – i.e. sports/young/fit people with free-running ads, partnerships. Or gamers with high profile gamers taking on challenges on a video blog. Partner and brand content must work together, play off each other, feed off convos off Twitter and Facebook.
  5. Real Time Content: live content videos are great, but you have to tell people that they are happening. Have to be pushed. Re-use the content for youtube ads, optimise first five seconds.
  6. Responsive stories – ie. Bodyform, taking what’s happening on other social channels and using the YouTube channel to respond. A youtube response to a comment means the response is much more long-lasting, doesn’t get lost like a single comment response would. More of a lasting impact.
  7. Bespoke content: Turn people/consumer’s tweets/comments into a reality, personalised content to the consumer is more likely to go viral.
  8. Reactive ads – adding a Kia parallel parking tool before the viral ‘Can’t Parallel Park’ video.
  9. Interactive videos – clicking to buy (direct response) actual products in a video (i.e. fashion advertisement, can click through straight to buy products). Or choose a different ending to an advert/story by clicking on different icons at the end of the video. Choose a version of the ad. that’s specific to you (i.e. wine tasting, click on the meal which matches what you’re having for dinner) or part of a car that is of particular interest to the viewer (using annotations). Ask questions/quiz at the end of the ad, make viewer really engage and then click on to website at end (if competition quiz for example).
  10. Episodic content: use series content with ambassadors (like Jamesons and Kevin Spacey comp.) Fosters comedy characters, i.e. in TV with BT story.
  11. Make self-aware content, point out unique features of YouTube (press skip, look at the cats and dogs videos over there, Superdrug advert.) Easy to make off the back of the TV ad. filming, cheaper, making your content work harder.

 

Video Notes – Mary Burris

superpig

When I grow up, I want to be Mary Burris – this talk was so informative and awesome!

Nomophone – fear of being without your mobile phone

21% of people would give up their TV then give up their phone

  • 60% mobile searching for product info
  • 37% mobile searching for ‘local info’ restaurants/pubs/bars
  • 27% mobile searching travel plans

Mobile Site Experience:

67% more likely to purchase on a mobile friendly (i.e. easy to use and quick loading) site – will leave a purchase if a mobile page loads slowly on mobile or site isn’t optimised for mobile.

Mobile drives sales – not just m-commerce direct sales but also by diverting traffic, brand familiarity. Be there for consumers when they’re killing time on their mobiles (i.e. commuting, at the doctors etc).

BE ACROSS ALL FOUR SCREENS: TV, Laptop, Tablet and SmartPhone

Desktop searches peak midday when people are at work

Tablet and mobile searches peak at morning commuting times and also in the evening – echoing TV ratings – i.e. when their watching TV people are searching on their mobiles and tablets.

EXAMPLES

  • Google love the Tesco at Gatwick airport example – where customers can order groceries before they go on holiday and have them delivered on their return. Making use of the ‘dead’ time people have waiting for flights. Via an app where you scan barcodes on a virtual fridge. Google love how Tesco have addressed consumer well-being.
  • Really cool cross-screen example with Chevy’s Superbowl commercials – http://www.instant.ly/blog/2013/02/mobile-marketing-at-chevrolet/
  • Volkswagon app ‘test drive’
  • Google and Coca Cola project – ‘sending a free coke around the world’.

Different types of conversion from mobile

  1. M-commerce – direct sales through ideally optimised site
  2. App download – creates familiarity with the brand – new consumer behaviours show loyalty from app users which influences sales. Or sales can be made directly through apps.
  3. In-store – in-store devices increased my mobile searches for a store to find it or searching for products in store
  4. Phone calls – being able to directly call a business
  5. Cross-device purchases – users starting by searching for products on mobile and finally purchasing via desktop, Google thinking about how that can be attributed with concrete value

Stat Attack!

App downloads – People who download app and buy in store have a  21% higher conversion rate

Cross-device behaviour – can’t track that but Google reckon 61% of users start shopping on mobile then continue on laptop. 39% research on mobile then finish purchase on laptop. (Why, maybe not optimised for mobile, want to make decision at home (Save for Later button).

In-store – 85% look for local information on their mobile and of those 35% have searched for a local business or store location on a map and from those people went in and purchased (no percentage given).

Calls – mobile’s original intention, 35% called a local business, 73% of local searches are looking for business number.

M-commerce 30% of smartphone users make direct purchases on their device. How many steps does it take? Takes seven for desktop – that’s too many, make it easy, integrate it with different type of money transfers (wallet useages) i.e. score cards, credit, pay as you go, etc.

Paid Mobile Search Ads

  • Youtube adverts – over 1 billion videos watch via mobile You Tube. Put your advert in front of someone interested in  aparticular subject
  • Mobile PPC ads have option to display telephone number with functionality to ring with one tap
  • Local business searches integrated with Google Maps ‘get directions’
  • Think about deep linking on mobile search sites as harder to navigate site on desktop
  • Seasonality – search for new apps around Christmas etc

Google Chrome linking and saving searches between desktop to tablet and mobile. In Chrome Browser you can go ‘other devices’ and shows past searches.

For adverts – mobile only shows two adds at top of page – desktop shows three. Think about your mobile strategy, what ads do you want to appear on mobile?

If you’re mobile first in the way you approach advertising, you’re going to be ahead of the curve.

Video Notes – Neil Perkins

Changes in Technology and Behaviour and the Impact of Change on Digital: Neil Perkins – seminar notes

  • Ideas from Anywhere
  • Platform
  • Agility
  • Participation

Disintermediation – how the internet changes relationships between markets, i.e. changing who the middle man is, totally removing the middle man.

GAFA and seven levels

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ASOS Marketplace – not shy of people not buying their products, but produced a useful ‘sticky’ piece of content which brings people, potential customers, back to the site. (And will have them ranking higher for retail searches for people who’ve visited the Marketplace).

Digital engagement works best when you’re catching the moment – real time online activity to coincide with offline.

Coca cola model 70% bread & butter marketing, 20% innovating what works, 10% high risk ideas

Coca cola model

 

It’s all about making something you do digitally turn into something real in the offline world.

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