On September 19th, Women In Technology will welcome Erica Glotfelty, Director of Teacher Marketing and Socialization for Teach for America and Janet Waring, Vice President of Model B, for a discussion on Data Science and Social Media. In advance of the September 19th event, we asked Erica and Janet to share some of their thoughts on the topic with the following Q&A:
How has the integration of data science and social media changed the way we’ve approached marketing in the past 5 years?
Janet: Integrating data science into your marketing is a game changer. Data science is responsible for those ads that pop up on Facebook showing you what you were just browsing for on Amazon and then recommends related products. And those articles that appear on your news source that seem to know what you were interested in – that is data science at work. Data science is the reason you get that creepy feeling that Google knows too much about you.
The data has allowed marketer to tailor the ads and information to a very targeted audience. Remember, marketing can often appear as educational pieces, but they are trying to sway your opinion on something. By targeting the audiences, you get leads that convert to customers.
For example, if I am selling swimming pool covers, I want to send my ads to not only consumers that own a swimming pool – but to those I know have been researching swimming pool covers online. And I want to have educational pieces online that consumers find when researching – so I have done my keyword research and know what terms they are using. That shopping audience is my main target for conversion and will give me the best ROI on my ad dollars. All possible with data.
What do you predict will happen in the next 5 to 10 years?
Erica: In the next 5-10 years, I predict organizations will understand more about the value of allocating time and budget to social media marketing. Online communities are becoming oversaturated with products and services being promoted. A digital ad budget will soon not an option, but a must to stay in the game and be seen. I also believe more web-based content management systems will integrate in new ways to streamline data with social channels, in addition to producing new data sets marketers can use to reach their audience. Each generation proves to display different habits and behaviors online, so it will be interesting to see how data can be used to reach segmented audiences based on historical data and how social media changes in relation. Be ready for new interfaces, new channels, and the end of the era for some channels we value today.
What is the biggest challenge in the digital marketing field now?
Janet: Privacy. 2018 was a big year for social media as people began to question the value of social networks vs their privacy. Great questions were asked, legislation is changing but at the end of the day, people are still using social media. But marketers need to adapt to the new consumer attitude. Consumers are demanding more value in exchange for giving up their email address or other personal information. The challenge for marketers is how to bring that value and build trust.
Erica: Everyone wants to be digital, but very few understand what digital marketing means, entails, and achieves. The biggest challenge in digital marketing is remaining user-first when planning. For example, if any business is asking themselves if they should have a digital marketing strategy, the answer will always be yes. Should everyone be using social media? No. A lot of digital marketers are dealing with colleagues and clients who are making decisions based on general trends that are not specific to their goals. To have an effective digital strategy, decisions should be made based on the audience and execution should be segmented to reach goals. A user-first mindset requires research, strategy, data analysis, and an ever-changing approach to what success looks like uniquely for a brand.
What are common misconceptions people have regarding data science, social media, and digital marketing at large?
Erica: Two statements I hear often, and I am quick to react to are: “I don’t need digital marketing, we’re doing just fine” and “I don’t have the budget to compete in the digital space.”
Even if an organization doesn’t feel they need to use digital marketing for new business, there’s many other reasons to make sure their online presence is thoughtful and maintained. Credibility alone is enough to push a brand to consider what and where their brand should be online. Whether that be a website, a profile on social, or even a Google Business listing, consumers will use Google and they will question the trust of any organization with little to no “paper trail” online.
Regarding budgeting, that’s not an excuse to overlook a digital strategy. There are hundreds of FREE, effective, and user-friendly tools online that can support a brand’s design and content needs. In today’s world, smartphones serve as a one-stop-shop for capturing content, posting online, and managing channels to communicate to consumers – even providing a quick way to respond. In saying that, I will also stress the importance of quality and strategy needed for any digital execution.
What is the most interesting trend for 2019 and 2020?
Janet: Messaging Apps. Top messaging apps—WhatsApp, Facebook Messenger, WeChat, QQ, and Skype—now collectively count nearly five billion monthly active users, according to We Are Social and Hootsuite’s 018 Q3 Global Digital Statshot. This should be on every marketer’s radar. You must develop a playbook for using messaging apps.
Erica: I love seeing the new and innovative challenges that are popping up all over the internet via social media. Users want engagement, entertainment, and feeling a sense of community. Knowing this, brands are creating challenges tied to unique hashtags that prompt users with questions and contests to win prizes and gain visibility.
What made you decide to tackle this subject? How did you get into this field, and why do you stay?
Janet: I’m a Gen X’er who grew up with a father who was a computer engineer with the DoD. So even though I am not a computer native like the millennial generation, I have always been comfortable with technology. I kind of stumbled into this field when trying to help other Gen X’ers and Baby Boomer friends understand social media – knowing they needed to embrace it for their businesses. I held a workshop at a local realtor’s office on how to use social media in business – at that time we focused on LinkedIn and Facebook. The workshop took off and so did my marketing business. I stay in the field of digital marketing because I’m a total geek who loves the latest tech – and this field changes so often you must stay up on the latest technology or you will become inefficient.
Erica: I love problem solving! If you are in the digital marketing field, you will never run out of problems to solve. People and technology will always change and provide sudden challenges we need to account for – that’s where the data and creativity come into play. This field provides a play place for my mind where data and creativity collide. I find both elements of this work intriguing and fun.
What are some of the ways people from your field are making a difference in the world?
Janet: Marketing is influencing. It is so amazing to launch campaigns and see the influence they can have on the public’s opinions and buying choices. It is important to me to work for brands that I respect and causes that operate with integrity. Model B does a lot of advocacy work. I have seen the public act and influence lawmakers by the ads we run. It makes a difference in the world.
Erica: Digital spaces provide quick reaction times, instant visibility, and virtual communities. There are countless organizations using these resources to spread awareness about their initiatives whose work is changing the world (Pencils of Promise, Doctors Without Borders, Human Rights Campaign). There’s also a need for people to connect and have access to resources and communities where they feel a sense of belonging support. Virtual spaces are sometimes the only means individuals must find community. Past social media, I will also note while working in out of home advertising I saw the meaningful impact of the use of digital billboards sharing amber alerts and other important information within minutes of receiving notifications. These digital messages have changed and saved lives around the world.
What has helped you get to where you are? What advice would you have for others who want to set off in a similar direction?
Janet: I have clients who have been with me for over 15 years. They trust me, they refer me, and I do not take that lightly. I value people and relationships. A success for my clients is a success for me. Advice? Be genuine and authentic. Do not pretend to know something you don’t. Be willing to say, I do not know that tech, but I know someone who does and will get back to you. There is too much tech to be a subject matter expert in all of it.
To learn more about Data Science and Social Media please join us on Thursday September 19, 2019 from 6:00 PM – 8:30 PM EDT at Valo Park (formerly the Gannett Building), 7950 Jones Branch Drive, McLean VA 22102. Register here.
