Mobile Marketing and Social Media MBA specialization at NU
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This document summarizes a workshop on mobile marketing and social media for international students at National University (NU). It discusses why specialized skills in these areas are needed for current business. The agenda covers topics like disruptive trends, ad blocking, mobile friendliness and examples of mobile marketing campaigns. It also provides insights from industry professionals and outlines NU's graduate program and courses and career opportunities for mobile and social media marketers.
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Mobile Marketing and Social Media MBA specialization at NU
- 1. Mobile Marketing/Social Media: International Students at NU WORKSHOP TO HELP YOU UNDERSTAND AND ENGAGE JAN 26, 2016 DR. MARY BETH MCCABE, LEAD FACULTY OF MARKETING
- 3. Why do we need this specialization? Business has changed so that the customer is in charge of the marketing messages which are seen now. 2/3 of current marketers do not have a solid comprehension of mobile marketing (July 2013 IBM study) Business needs to understand their customer’s experience from an online perspective, with a focus on mobile marketing. They all agreed that mobile technology is now critical to their business objectives. We at National University, can teach students to be prepared for these and future changes due to our model of education and learning.
- 4. Agenda Our Mobile World, marketers and consumers Disruptions and a few new perspectives Digital eras, ad blockers, fraud, mobile friendly, Charts and table to inform Examples and case studies You get to practice here today. Walk away with meaningful relevant insights to you.
- 5. Predictions were off by 99%
- 6. What did Google say? I asked a collegue about who they hire and if an MBA is important. From the head of advertising at DoubleClick, one of the many companies at Google (Alphabet) Dec 22, 2015 “Mary Beth, We do have a flat org and do in house education on mobile and social. I wouldn't say grad school isn't important, however, most of our employees start with us from grad school or they are hired with a specific skill set in undergrad and taught internally. Thanks for reaching out. Kim”
- 7. www.Guardian.co.uk Souce: The Netsize guide, from class materials
- 8. 4 Phases of Digital Eras
- 9. The Wheel of Disruption by Brian Solis
- 10. Do you know about AdBlockers?
- 11. Let’s talk about fraud.
- 12. Is your website “mobile friendly?
- 13. Are you ready for mobile payments?
- 14. Indonesia is the top Southeast Asian nation in users and penetration of social networks.
- 15. Why aren’t users turning on location services?
- 16. What industries are spending on mobile?
- 17. Case: Tic Tac Source: Tic Tac, Canada
- 18. Case: Samsung Song to go Source: mmaglobal.org
- 19. Case: Oral B Toothbrushing Source: P & G
- 20. SOBM Graduate Marketing Concentrations Marketing 620 Consumer Behavior 631 Global Marketing 634 Market Research 660 Strategic Marketing Simulation Mobile MKT/Social Media 651 Mobile Marketing 652 Advanced Mobile Marketing 653 Social Media 654 Advanced Social Media 655 Mobile Marketing Social Media Project
- 21. What does a Mobile Marketer do, anyway? Creates marketing plans to reach customers via mobile devices. Uses the current technology to change how business is conducted. Produces value to the enterprise by using resources and making ethical decisions.
- 22. 15,127 jobs for mobile marketing on Linkedin.com in US alone.
- 23. What is the role of Social Media? Creates content to share: photos, video, text, audio Sharing the content on the appropriate channels: ex. Linkedin.com is for Business to Business sharing. Includes social media addresses on traditional media, such as your business card, e-mail, news releases. 97% of businesses are using Social Media. 86% say it is important for their business.
- 24. From Social Media Hiring Executive What is important to me is: “Understanding the social landscape: i.e., understanding each social media channel, the intricacies of each, the main demographics on those channels…” “creating content, engaging in monitoring/customer care, how to get audiences to love and engage with your content, etc. (i.e. even the psychology behind social media). I think that is very important - because as a social media employer at IMI, I would only be able to hire someone who had experience actually working in the platforms and managing content & engagement across the channels, at very least. ” Legal rules and regs are important as social media has so many legal or FTC regulations and is very important to touch on that. source: Devon Gardner, IMI (Dec 2015)
- 25. In 2013…..7600 in US
- 26. In 2015, 2,000 within 100 miles
- 27. Who will do well in NU’s program? This graduate level AOS is suited well for the “typical” NU student in mid-career, non-traditional and accelerated learning savvy. Their undergraduate degree can be in the technical or non-technical field. This is a business program, but it is not heavily in the area of math or computer programming. Students with good writing and analysis skills will do well here. Students who are self motivated and organized will complete this work with success and are most likely to earn high grades.
- 28. What are the pre-reqs? There are no pre-reqs, but students will need to complete the MBA requirements in order to complete their degrees. Classes are online and onsite in San Diego. As far as a certificate, once this academic program is launched, with 15 students enrolled we will start a certificate program.
- 29. Other schools with similar programs San Diego State University Extension University of San Francisco Extension UC Irvine Extension Rutgers University Extension (Mini-MBA in Mobile) Full Sail University Cornell University Extension UCLA Extension Southern New Hampshire University (MBA in Social Media)
- 30. Course Details Mobile Marketing: Strategy of developing advertising, applications, websites Consumer interaction with devices + laws, ethics for business Cases in Mobile Marketing QR codes, Location-based, privacy, spam Social Media: Practical business applications for engaging communities Listening to customers and customer service Global social media Integrating with offline marketing Practice using Social Media blogs, linkedin, Instagram, facebook, you tube, twitter, pinterest, snapchat Consider ROI
- 31. Join our NU AMA Member benefits are many, including job boards and exclusive access to listings that non-members don’t see.
- 32. Positions : All types of organizations seeking skilled marketers Social Media Integration Producer Social Media Marketing Manager Community Manager Social Media Consultant Mobile Marketing Manager Sales Customer Service CRM Specialist Analysts Entrepreneurs
- 33. Is your Linkedin profile up to date? Start today by keeping it fresh and connecting with your NU classmates.
- 34. Practical insights 1 Team up with a partner you don’t already know. Select a company and look up their profile using your mobile device. What is the customer experience? Did you find useful content? Was it an app you used or search? Be ready to share with the group in five minutes.
- 35. Practical insights 2 With that same partner, look up their profile. What do you see from their personal branding online? Tell them what you see as a potential employer, or as a candidate for working on a project with them?
- 36. Questions? Just ask…. Dr. Mary Beth McCabe mmccabe@nu.edu 858 488 2867 (mobile) Source: Powersiteblog.com
Notas del editor
- Welcome to our conversation on Mobile Marketing and Social Media at National University. We’re here to celebrate and learn. The International Students
- San Francisco, CA -- (SBWIRE) -- 07/05/2013 -- According to a recently conducted and released study on mobile marketing, two out of three marketers do not have a solid comprehension of mobile marketing from the user’s point of view. Sponsored by the IBM Corporation and conducted by Econsultancy, the study was published under the title “Reducing Customer Struggle 2013.” The detailed study was a look at today’s companies and the extent to which they understand their customer’s experience from an online perspective, with a focus on mobile marketing. The fifty-six page report is based on a survey of five hundred and eighty-two marketers and ecommerce executives. It details how well the sampled companies understand the mobile user experience, the types of mobile platforms they use and the issues their customers encounter when doing business by mobile device. While the popularity of smartphones and other mobile devices are relatively new, some of the companies anticipated this popularity and prepared for it. However, the majority of the companies surveyed are reacting to the observable fact. They all agreed that mobile technology is now critical to their business objectives.
- Journal of Marketing Research reports the following: “Worldwide over 3.6 billion people are deeply engaged with their smartphones. Almost 75% of Facebook’s and 70% of Twitter’s advertising revenues now come from mobile platforms. Mobile technologies have enabled consumers to discover, research, engage, and purchase products anytime, anywhere. By 2018, such seamless and hassle-free digital experience with just a tap of a finger will influence $2.2 trillion in brick-and-mortar sales. A case in point; in China alone Alibaba reaped $14.3 billion in sales during the Singles’ Day in November 11, 2015, and 69% of the one-day sales came from mobile devices. As customers are engaged with smartphones, marketing is embracing an unprecedented era of ubiquitous mobile targeting opportunities. Branding and advertising managers can leverage mobile technologies to more effectively improve business performance by better understanding the new, connected, nonlinear consumer journey and contextual environment (location, time, weather, competition) of the digital and physical combined consumer experience.”
- http://www.web-strategist.com/blog/2016/01/18/the-collaborative-economy-sets-the-stage-for-autonomous-innovation Jeremiah Owyang, 2016 “First, we had the Internet Era, when a few people could publish online and e-commerce is born. Then came the Social Media Age, when anyone could publish online using social tools, including brands. The digital communication floodgates were opened. Today, many companies are trying to get their arms around the Collaborative Economy, as customers use common technologies to create and share products using P2P commerce. People increasingly get what they need from each other. But, our digital evolution doesn’t stop with the Collaborative Economy. While we’re deepening our understanding of sharing behaviors, service marketplaces, and the Maker Movement, the next digital era is emerging: the “Autonomous World.” (See below image) In the Autonomous World, we see machines replace humans to deliver even greater convenience and efficiencies. The Collaborative Economy lays the necessary foundation for the Autonomous World to thrive.”