MARK 4450 TEST 2 Cuppari

content strategy; platform selection

" ___________ defines the ___________, NOT the other way around."

algorithm

A set of instructions or rules designed to resolve a problem or accomplish a goal.

influencer marketing

A type of social media marketing that uses opinion leaders and topic experts with a social following, using product placement and endorsements, to promote a brand to a larger market.

artificial intelligence software

Decides which posts the user sees every time they check their Facebook feed and the order for those posts to show up.

shared media

Includes partnerships or influencer engagement where content is shared under a sponsored agreement, and both parties receive value from the exposure.

paid media

Includes platforms that you pay for or pay to send your messages out to the masses like Search, Banners, and Sponsored Post.

long-term relationships

Offer for influencers that is the most valuable thing oyu can offer.

exposure

Offer for influencers to feature them on your branded channels.

free product

Offer for influencers to let them try it but you're going to have to pay too.

microsecond buyers

People who make unplanned decisions in the hear of the moment to purchase a product or service.

custom bid

Set a max CPC for someone to click on promoted Pin.

presence (website)

Step 1 of digital marketing evolution

publish (blog)

Step 2 of digital marketing evolution

promote (email marketing)

Step 3 of digital marketing evolution

engage (social media)

Step 4 of digital marketing evolution

integrate (marketing automation)

Step 5 of digital marketing evolution

CPC (TikTok Bidding)

The cost you are willing to pay per click

social proof

The idea that people copy the actions of others to emulate behavior in certain situations.

the user advocate

The one person who circles the conversation back to the unique needs of each user.

the cheerleader

The person who provides encouragement, even in the face of what seems like an insurmountable problem or even failure.

content strategy

The planning for the creation, delivery, and governance of useful, usable content.

oCPM (TikTok Bidding)

The price you are willing to create 1,000 impressions, targeting users that are likely to complete a conversion

CPM (TikTok Bidding)

The price you are willing to pay for 1,000 impressions

CPV (TikTok Bidding)

The price you are willing to pay per 1,000 6-second or 2-second video views

content curation

The process of collecting, organizing, and displaying information relevant to a particular topic of area of interest.

earned digital media

The publicity you get from the public or the press like word-of-mouth marketing, or when people are talking about you, or when something about your brand has gone viral.

content marketing

The strategic marketing approach of creating and distributing valuable, relevant, and consistent content to attract and acquire a clearly defined audience.

owned media

These are digital media channels and platforms that you control and can build them how you see fit. Share photos, interesting tidbits, coupons- you have the ultimate say in what happens on these platforms.

content producers

These are the designers who make the content beautiful.

content creators

These are the sources you mine for content as well as the writers who bring the stories to life.

the risk taker (she)

They believe more is more, and isn't always thinking about the consequences of major decisions. The value of this person is that they push the team forward. They let you see what is possible and is not afraid of making mistakes.

the analyzer

This person believes in data, statistics and demonstrated facts. They'll consistently bring you back to your strategy by looking at proof that you're doing the right thing.

chief listening officer

This person is the "air traffic control" for your social media and other content channels. They are there to listen to the groups of customers, prospects, influencers and competitors.

chief content office / VP of marketing

This person is the "chief storyteller" in your organization, with the vision.

managing editor

This person is the "day-to-day storyteller" who is responsible for managing the daily details and schedules. Oftentimes, he works with others to create the content.

the cynic (he)

This person is the one in the meeting who rolls their eyes, always asks questions, presses the point. They are incredibly useful, though, because you'd make mistakes without this person. You'd start living in the clouds, instead of tackling the weeds.

Facebook's algorithm goal

To keep people on the platform longer, so they can become more valuable for advertisers.

True

True or False: TikTok does not pay royalties to artists for the use of their music

ByteDance (Beijing company)

What company founded TikTok?

Even Spiegel, Bobby Murphy, and Reggie Brown (students at Stanford)

What founded Snapchat?

driving profitable customer action

What is the objective of content marketing?

3 (percent)

What percent of engagement is wanted for influencers and brand content?

brand advocacy

When people who already buy and love your brand will continue to support your company and promote your products/services to new customers organically.

priming effect

When respondents viewed branded influencer content prior to seeing a non-influencer ad for the same company. They were more positive towards the influencer content.

word of mouth marketing

When two people share a story face-to-face (71%) or online (29%).

Mark Zuckerburg

Who founded Facebook/Meta?

Kevin Systrom and Mike Krieger (Jack Dorsey also invested)

Who founded Instagram?

Reid Hoffman, Alan Blue, and Konstantin Guerike

Who founded LinkedIn?

Ben Silberman

Who founded Pinterest?

Jack Dorsey

Who founded Twitter?

Chad Hurley, Steve Chen, and Jawed Karim

Who founded YouTube?

Walmart and Oracle

Who is partnered with TikTok in the USA?

automatic bid

Gets advertisers the most clicks for the lowest possible CPC while spending the entire budget.