Jamie DejterAshton MasethColleen Vanhorn

SOCIAL MEDIA FOR CONSUMER INSIGHTS

Qualitative Social Media Listening- essentially just listen to

what users say in cyberspace. i.e. – compile a list of comments on a Facebook

page or company blog

Quantitative Social Media Monitoring- systematically searches

key words it finds in social spaces.

https://www.youtube.com/watch?v=aUeSt-o4Nhg

SOCIAL MEDIA RESEARCH

Cookies – been around for a long time, obsolete?Users have picked up on how to block trackers.

New alternative – “canvas fingerprinting”Doesn’t require a tracker to be placed within a user’s browser.

Is this ethical?

DO WE MONITOR TOO MUCH?

With consumers moving from their desktop, to tablets, to smartphones (and now smartwatches) several times a day, the industry can no longer rely on browser tracking to serve relevant ads.

Users that maintain a login on Twitter’s mobile app rarely log out and users are usually signed-in on multiple devices at once.

It is actually made purposely hard for Twitter users to fi nd the “sign out” bar on the mobile Twitter app.

COULD TWITTER REPLACE COOKIES?

With people signed on multiple devices, Twitter is able to track your behavior and knows if you are interacting with brands on its platform in many different places.

This web of activity allows the social media platform to put together a profi le of your consumer preferences and behavior.

A map is built around your browsing activity & it helps them be extremely targeted in their ad delivery.

Behavior Tracking

One way that Twitter targets consumers is their unique relationship with television as a result of the hashtag.

If you’re tweeting about a show or a sporting event on television, Twitter has a strong indication that you were shown particular ads and then can target you again with that content on the platform itself.

TWITTER AND TELEVISION

Recent ly , Twitter introduced i ts Buy Now button, a feature that a l lows users to make purchases direct ly on Twitter.com and through its mobi le app.

Twitter is moving very careful ly with the product , which i t says wi l l only operate in the U.S. and be seen by a “smal l percentage” of users.

26 non-profi ts and musical art ists were chosen to deploy the feature, including country star Brad Pais ley, the rappers Eminem and Wiz Khal i fa, and the death metal band Megadeth

Twitter ensured that a l l payment and shipping informat ion is ful ly encrypted and wi l l not be shared with the sel ler without consumer permission.

BUY NOW

Rapidly growing research methodology.Studies the communities that emerge through

computer-mediated communications.Analyzes the behavior of individuals on the internet.Provides marketers with useful insight about

consumers.Likely to be credible information.Uses information from online forums like chat rooms,

message boards, and social networking groups.

NETNOGRAPHY

Terms of ServicesUse of Cookies and Pixel CodeBenefits to FacebookNew Atlas platformGaining access to mobile devices

FACEBOOK

Third party app (free) that Facebook requires for messaging

Skipping over Terms of Services If you did read the Terms, you will see Facebook has

access to . . . Calling numbers w/o permission (even w/ extra charges) Sending SMS messages Taking picture/videos at any time Recording audio at any time Changing network connectivity Call logs, contacts, personal data List of other accounts like Twitter, Instagram

http://www.youtube.com/watch?v=htyVcDLZPpU

FACEBOOK MESSENGER

“The Cookies You Can’t Crumble.” Business Week. August 25-31, 2014.

http://www.zdnet.com/facebook-to-unveil-new-ad-platform-to-track-users-across-multiple-devices-7000033954/

http://www.youtube.com/watch?v=htyVcDLZPpU https://www.youtube.com/watch?v=aUeSt-o4Nhg Albergotti, Reed. “Facebook’s Fine Print Includes

Permission to Track.” Wall Street Journal. 23 September 2014. Web.

Osbourne, Charlie. “Facebook to Unveil New Ad Platform to Track Users Across Multiple Devices.” ZDNet. 23 September 2014. Web.

Phillips, Jodi. “Is Facebook’s New Messenger App an Invasion of Privacy?” CBS Local. 23 September 2014. Web.

WORKS CITED