Marketing Chapter 16
two concepts that are the foundations of today's social media
"Web 2.0" and "user generated content"
For the brand manager, which of the following are benefits of using YouTube?
-Launching a video is free, you just pay for production -users interested in your product can easily find your message there.
Performance measures for social media divide into
(1) those linked to inputs or costs (2) those tied to the outputs or revenues resulting from social media.
apps
(or mobile apps or applications) Small, downloadable software programs that can run on smartphones and tablet devices.
Which of the following is NOT a result of the convergence of real and digital worlds?
Gathering data about consumers from newspaper, magazine, and TV advertising.
Average Page views per visitor
Page views divided by visitors in a given time period.
Click-through rate (CTR)
Percentage of recipients who have clicked on a link on the Page to visit a specific site.
Social Media and the Strategic Marketing Process
-Traditional media like magazine or TV ads generally use one-way communication from sender to receiver, who the marketer hopes will buy the product advertised. A little word-of-mouth chatting may occur among the "passive receivers" but communications generally end with the receiver. -Social media deliberately seek to ensure that the message does not end with an individual receiver. Instead, the goal is to reach "active receivers," those who will become "influentials" and be "delighted" with the brand advertised. These will then become "evangelists," who will send messages to their online friends and then back to the advertiser about the joys of using the brand.
Performance Measure
-cost per thousand (CPM) -cost per click (CPC) -cost per action CPA)
Twitter is based upon the principle of
followers
The term Web 2.0 first appeared in 2004, but the same idea is more recently sometimes referred as
social media
Which of the following are True in social media in comparison with traditional media?
social media can be produced more cheaply using social media requires fewer skills and less training
Cost-per-click refers to
the way a website might charge its advertisers; that is, it charges a certain amount each time someone clicks on an ad on the page.
Which of the following are ways that LinkedIn can be used?
to find jobs, people, and business opportunities recommended by a connection, to review and profile a manager offering a job, to advertise to targeted people based on job titles, age, or location
Which of the following are reasons that companies like Hewlett-Packard and Frito-Lay routinely monitor blogs?
to glean suggestions for the future to gain insight into customer complaints
Which of the following are performance measures linked to outputs of revenues?
unique visitors, click-through rate, fans
cost per click (CPC)
-the way a website might charge its advertisers; that is, it charges a certain amount each time someone clicks on an ad on the page. -used by advertisers who want to pay for success, but may not be able to track sales from advertisement to purchase -provided by most websites, executed by a 3rd party like google/adwords -Advantages-only pay for a visitor who has expressed an extra in my ad -Disadvantages-ads may not display if they are a poor fit for the viewing audience
UGC satisfies three basic criteria
1. It is published either on a publicly accessible website or on a social networking site, so it is not simply an e-mail. 2. It shows a significant degree of creative effort, so it is more than simply posting a newspaper article on a personal blog without editing or comments. 3. It is consumer-generated by an individual outside of a professional organization, without a commercial market in mind.
YouTube
A video-sharing website in which users can upload, distribute view, and comment on videos. -uses streaming video technology to display user generated video content that includes movie and TV clips, music videos, and original videos developed by amateurs
What is a web page that serves as a publicly accessible personal journal and online forum for an individual or organization?
a blog
blog
a contraction of "web log"—is a web page that serves as a publicly accessible personal journal and online forum for an individual or organization. -is a diary that shows a sequential journey
a virtual pinboard and content-sharing social network, allows people to "pin" or share images of their favorite things such as clothing, craft ideas, home décor, and recipes -themed "pinboards" to categorize their images such as "Odds & Ends," "Food," and "Knitting" -As Pinterest recently surpassed LinkedIn to become the third largest social network, it has become a major sales driver for retailers and manufacturers.
What is Twitter?
a website that enables users to send and receive messages up to 140 characters long
What is a wiki?
a website whose content is created and edited by the ongoing collaboration of end users
Social Media
also referred to as "consumer-generated media." -are online media where users submit comments, photos, and videos—often accompanied by a feedback process to identify "popular" topics. -single social media site like Facebook or YouTube is referred to as a social network. -represent a unique blending of technology and social interaction to create personal value for users -online conversation among people about a subject of mutual interest -involve games and virtual worlds
The increased discretionary spending by college students with the information sources they use to make buying decisions, have resulted in
an increased emphasis on using social media to reach them
mobile marketing
any marketing activity conducted through several Internet networks to which consumers are continuously connected using a personal mobile device.
Social media
are online media where active users submit news, photos, and videos often accompanied by a feedback process to identify popular topics.
Which two of the following are examples of Web 2.0?
blogs and wikis
Brand managers assess the focus of social media website and its visitors primarily to
choose one more that will generate increased sales and profits.
Social media offers consumers less privacy and anonymity than does traditional media. Why is this a concern to consumers?
consumers may fear that unethical outsiders will gain access to their information
Which of the following social media performance measures is most appropriate for an advertiser who is mainly trying to develop brand awareness?
cost per thousand
Which of the following are social media performance measures linked to inputs or costs.
cost per thousand cost per click cost per action
International users of social networks can help the development of these sites by
improving the language used there, such as to describe features.
self-disclosure increases
in moving from very impersonal messages to highly personal ones
media richness increases
in moving from words to photos, videos, and animation
Which two of the following are factors that explain the increasing emphasis on using social media to connect to U. S. college students?
increased discretionary spending by college students the information college students use to make buying decisions
Social networks have a unique ability to empower users by connecting with them individually. This shifting mindset will lead to connected users having more __________ in the marketplace.
influence
Media richness
involves the degree of acoustic, visual, and personal contact between two communication partners—face-to-face communications, say, being higher in media richness than telephone or e-mail communications. The higher the media richness and quality of presentation, the greater the social influence that communication partners have on each other's behavior.
smart system
is a computer-based network that triggers actions by sensing changes in the real or digital world.
wiki
is a website whose content is created and edited by the ongoing collaboration of end users, for example, to generate and improve new product ideas. -shows the end result as a single entry
Self-disclosure
is affected by the degree of self-disclosure about a person's thoughts, feelings, likes, and dislikes—where greater self-disclosure is likely to increase one's influence on those reached. -In any type of social interaction, individuals want to make a positive impression to achieve a favorable image with others.
The ideal performance measure for both conventional and social media
is one that ties actual sales revenues to the cost of the ad or other promotion.
social media
is sometimes used interchangeably with the terms "Web 2.0" and "user generated content" -can be classified based on two factors: (1) media richness, which involves the degree of acoustic, visual, and physical contact between the social network and the user, and (2) self-disclosure, which is the degree to which individuals can control the impressions they want to make to others.
banner advertising
is the placement of advertisements (called banners) onto various Web sites that link to the sponsor's Web page
Which of the following is true of Facebook?
it has a partnership with Microsoft to improve it search engine
Which of the following smartphone apps are becoming increasingly important to the marketing manager?
loyalty programs location based promotions price comparison searches
Which of the following is true regarding the audience demographics for Facebook visitors?
more than 75% have at least some college education
Performance Measures Linked to Outputs or Revenues
often tie to output results in terms of "fans," "friends," "followers," or "visitors" to a social network site, which can be a first step to estimating the sales revenue generated.
media
plural-defines social media, and provides a means of classifying the countless social media networks available to assist marketing managers in choosing among them.
User generated content (UGC)
refers to the various forms of online media content that are publicly available and created by end users -UGC satisfies three basic criteria
A website that enables users to send and receive "tweets," messages up to 140 characters long. -over 170 million registered users but only 140 million active users who send 340 million tweets a day. *Generate brand buzz by developing an official Twitter profile, recruiting followers, and showing photos of their products. *Follow the Twitter profiles that mention their product and monitor what is being said, responding to user criticisms to develop happier customers. *Tweet on topics that provide information of value to their consumers. Starbucks successfully used Twitter to supplement its "Free Pastry Day" on Facebook—a promotion that awarded a free pastry to those buying a Starbucks beverage.
A website where users may create a personal profile, add other users as friends, and exchange comments, photos, videos, and "likes" with them. -billion active users expected by late 2012 in more than 70 languages.
Which two of the following factors are used by Kaplain and Haenlein to classify social networks for marketrs?
self disclosure media richness
According to Kaplan and Haenlein's classification of social networks, LinkedIn is higher in ______ than in ____.
self-disclosure; media richness
medium
singular-defines social media, and provides a means of classifying the countless social media networks available to assist marketing managers in choosing among them.
What are apps (or "applications")?
small, downloadable software programs that can run on tablet devices or smartphones to provide special functions for these devices
radio frequency identification (RFID) tags
tags containing minuscule microchips that transmit information via radio waves and can be used to track the number and location of the objects into which the tags have been inserted.
cost per action CPA)
Advantages-only pay for what works -used by sophisticated advertisers who want to pay for success -usually executed through a 3rd party google adsense -Disadvantages-similar to CPC but harder to track and more expensive per action
cost per thousand (CPM)
Advantages-simple to use -used by advertisers who want to build awareness -provided by small websites -Disadvantages-impressions don't always lead to sales
The convergence of the real and digital worlds in social networking is made possible by means of a "smart system," which is a computer-based network that triggers actions by sensing changes in the real or digital world.
An example is how Japanese vending machines are able to recognize a customer's sex and age and respond with a new digital display on the vending machine.
In which of the following ways are social media and traditional media alike?
Both have the ability to reach either large or niche audiences
Ability to reach both large and niche audiences.
Both kinds of media can be designed to reach either a mass market or specialized segments; however, good execution is critical, and audience size is not guaranteed.
Which two of the following are the main reasons that users unlike Facebook pages?
Controversial posts on topics like religion or politics too frequent posts on trivial topics
On Facebook, the placement of advertising on specific pages is determined by ___ based on the target market.
Make it familiar, but with a twist
Focus content strategy on imagery and messaging that is familiar to fans—punctuated with something unique. For example, Aflac uses its Aflac Duck—the well-known "spokes-duck"—to treat fans to Aflac Duck commercials and virtual Duck gifts. These, in turn, link to a point-of-purchase site for supplemental insurance.
How was Nestle's Kit Kat brand affected by social media?
Greenpeace initiated a campaign on YouTube and Facebook to protest Kit Kat's use of unsustainable palm oil, effecting a policy change.
Credibility and social authority
Individuals and organizations can establish themselves as an "expert" in their given field, thereby becoming an "influencer" in that field. For example, The New York Times has immense credibility among newspaper media. -But with social media, a sender often simply begins to participate in the "conversation," hoping that the quality of the message will establish credibility with the receivers, thereby enhancing the sender's influence.
In what way are traditional and social media different?
It is hard to discern the expertise and credibility of many creators of social media sites.
Professional networking and job searching are the main purpose of which social media network?
When seeking an introduction to someone for business purposes, a user might ____ to gain access to someone through a mutual, trusted connection.
What is the social media site that is primarily used for professional networking?
LinkedIn.
Expense and access
Messages and ads in traditional media like newspapers or television generally are expensive to produce and have restricted access by individuals. Traditional media are typically owned privately or by the government. -In contrast, messages on social media networks are generally accessible everywhere to those with smartphones, computers, and tablet devices and can be produced cheaply.
Put the following social media performance measure that are linked to inputs or costs in order. Put the measure with the least proven exposure or response from the viewer at the top.
Negotiated Cost per thousand cost per click cost per action
Training and number of people involved.
Producing traditional media typically requires specialized skills and training and often involves teams of people. -In contrast, sending messages on social media requires only limited skills, so practically anyone can post a message that includes words and images.
Price-comparison searches
Scan product bar codes and research 500,000 stores, synchronizing searches between your computer and smartphone.
quick response (QR)
Shortens the time from raw materials to design to production to finished product to consumer
Share of voice
The brand's share or percentage of all the online social media chatter related to, say, its product category or a topic.
Interaction rate
The number of people who interact with a Post ("like," make a comment, and so on) divided by the total number of people seeing the Post.
Page views
The number of times a Facebook Page is loaded in a given time period.
Unique visitors
The total number of unique visitors to a Facebook Page in a given time period; if someone visits three times in one day, he is counted only once.
Visitors
The total number of visitors to a Facebook Page in a given time period; if someone visits three times in one day, she is counted three times.
Which of the following reflects the convergence of real and digital worlds?
The use of a location-based app on GPS-enabled smartphones, which automatically sends an e-mail alert about a sale at your favorite store.
Time to delivery
Traditional media can involve days or even months of continuing effort to deliver the communication, and time lags can be extensive. -In contrast, individuals using social media can post virtually instantaneous content.
With ___, content is no longer seen as being created and published in final form by one author; the content may be continuously modified by others.
Web 2.0
Fan source
Where a social network following comes from—with fans coming from a friend being more valuable than those coming from an ad.
Loyalty programs
Win loyalty points for walking into stores like Target or Macy's and receive discounts from them.
Mirror world and smart systems are part of which trend in marketing's future use of social media?
the convergence of the real digital worlds
Which of the following should be assessed by a brand manager of social medial networks for marketing purposes?
the number of daily visitors the characteristics of the visitors to the website the focus of the website
Fans
the number of people who have opted in to a brand's messages through a social media platform at a given time.
According to researchers Kaplan and Haenlein, which two of the following are sometimes used interchangeable with the term social media?
user-generated content web 2.0
For a brand manager, which of the four social media networks discussed in the text is preferable for explaining the benefits of a complex product.
youtube
A business-oriented website that lets users post their professional profiles to connect to a network of businesspeople. -more than 160 million registered users in over 200 countries. *Focus your profile to make sure it is both complete and current and includes who you are professionally, who you can help, and how you can help them. *Brand yourself as an expert with "answers" by searching through relevant questions to let your answers showcase your abilities.
Keep it fresh
Redbox uses frequent posts to keep fans informed about its latest film releases.
Let users get engaged and guide content
Taco Bell polls users to see which menu item they'd like featured in the following week's menu profile photo.
Permanence
Traditional media, once created, cannot be altered. For example, once a magazine article is printed and distributed, it cannot be changed. -But social media can be altered almost instantaneously by comments or editing.
Which of the following are appropriate strategies for a brand manager regarding the use of Twitter?
Use keyword search monitoring, follow others who mention your product or brand, develop an official profile and recruit followers.
Location-based promotions
Use your GPS-enabled smartphone for location check-ins to receive discounts at stores such as JCPenney.