MKT 419 Final Exam
Why would a company use PowerReviews?
- More content, more reach - Better insights - Easy-To-Use, Easy to work with
What factors does Google exclude when showing you an ad?
- PII data linked to DoubleClick cookies without your consent - Associate your DoubleClick cookies with sensitive topics (e.g., race, religion, sexual orientation, health, etc.)
Which is a more effective brand tactic in messaging - mass or personalization? Why? What marketing model does this also follow from earlier in the year?
- Personalized messages have a higher degree of relevancy and hence, eventual engagement. - Follows Gilbreath's "marketing with meaning". - Data is essential.
What are some key mechanics to consider in gamification?
- Points - Challenges - Leaderboards - Levels - Virtual Goods - Gifts / Charity
How is Ad Rank calculated?
Ad Rank = CPC Bid * Quality Score
Which governmental body is responsible for protecting consumers against false reviews?
The Federal Trade Commission (FTC) = The Federal Trade Commission works for consumers to prevent fraudulent, deceptive, and unfair business practices and to provide information to help spot, stop, and avoid them.
What is the "filter bubble"?
"An internet user is surrounded only by people they like and content that they agree with."
How does Influencer Marketing differ from Advocacy / WOM Marketing?
- Influencer = mainly celebrities - Advocacy / WOM = average society
Explain what it means by going "vertical" or "horizontal".
- Vertical: establishing oneself as the place to do everything in a particular industry (one stop place for hardware) - Horizontal: offer a service that applies to every category's transaction (ie: credit card company)
Who was PowerReviews acquired by?
Bazaarvoice: - Since the acquisition, PowerReviews has taken over 300 customers from Bazaarvoice-brands you know and use - lta, Estee Lauder, Bissell, The Hartford, The North Face, Glossier, Bobbi Brown, S.C. Johnson, Conagra
According to Chamath, what will be the blue-collar job of the 21st century and more important than college?
Coding
After Google decided to pull out of China, who is partnering with Baidu on search?
Microsoft
Describe some key components of a social listening plan
- Brand name (e.g., CocaCola, Nike Women's) - Acronyms (e.g., Coke, Nike) - Misspells of your name (e.g., Coke, Nike) - Specific brand product/service names (e.g., Nike Dri-FIT) - Names and acronyms of your competitors (e.g., Under Armor, UA) - Events - Hashtags/conversation hashtags used by target audiences - Others
Be able to identify 2 viral WOM / Advocacy agencies reviewed in class.
- BzzAgent - Houseparty - Influenster - Mr.Youth
What 3 things affect (influence) Quality score?
- Click Through Rate (CTR): How many times people click on your ads once shown - Relevancy: What you are advertising as it is measured against the users query - Landing page: Quality of your landing page, load time and relevance to key words
Which type of paid boosting is most effective?
- Content a user views that is relevant to them - Prominent placement
What are the 2 cost components Google uses in determining the cost of AdWords?
- Cost Per Click (CPC) - Auction
How many properties (e.g., websites, videos, apps, etc.) partner with the Google Display Network to show ads?
- Covers both (1) Search and (2) Display - 2m+ digital properties covered (e.g., website, YouTube, etc.) - Device sensitive - Connects to Gmail
What are some elements that you can vary your CPC bids on?
- Enhanced campaigns allow a marketer to bid higher values based on the device in which the search is being conducted. - Enhanced Campaigns also give us the ability to change bids for specific locations without duplicate campaigns.
The best social media for brands just happens. It is not planned per se. True or false? Why?
- False, it is planned. - A brand that doesn't proactively plan out and schedule social activity will have less time for real-time interaction. - Social should be treated like any other media outlet. It has to have a plan. - Social is an integral channel and should be part of any marketing calendar. - A brand has to determine the right cadence, social channels, resources, and content to distribute - like any other channel.
How does personalized search enhance the user experience of search?
- Finding results that are relevant to what they are actually searching for - Use past results and history to recommend items that the the user will be interested in (Example: Netflix recommendations) - Make search tailored to the user, results will be easier and quicker to find
What are the main social media channels for Influencer and WOM / Advocacy marketing?
- Instagram - 28% - Pinterest - 26%
What are the 5 major types of content? Which one is most common?
- Knowledge (general to specific) - Interviews and Expert Roundups - Data and Case Studies - User Generated Content (UGC) - Curated Content
What are the 3 ingredients to make gamification work?
- Meaning: Connect to users in a meaningful way. - Mastery: Get the user to achieve something. - Autonomy: A sense of freedom and being able to curiously able to explore the "game"
What are the 4 core players to affiliate marketing?
- Merchant: The one who owns the product - Affiliate (publisher): The one promotes it to their audience - Network: The platform where the merchant and affiliate co-exist, commissions are settled - Customer: The one who makes the purchase on the merchant's site due to the affiliate's effort
Why might a marketer need to do affiliate marketing?
- More often than not, you alone cannot drive all sources of traffic to your site (You have run out of campaign ideas / You have exhausted your current traffic sources) - Affiliates provide an ability to "outsource" new traffic and can be done in a very focused way
You start off your business career as a community manager for a brand. Should you allow "anonymous" to post and interact with your site? Why or why not?
- No. The less responsibility for what we say and do online, the more likely we are to behave in ways that reflect our worst natures. - Requiring that people register to make comments raises the level of conversation and civility
What is an escalation path and why is it important to have?
- Not all social messages are the same - Training and triage are required - Processes help maintain brand integrity and decrease the likelihood of "off-brand messages. - The escalation path should dictate who and under what conditions (e.g., time length, visibility) response is required.
Can positive reviews increase sales?
- One-star rating increase on Yelp translated to an increase of 5% to 9% in revenues for a restaurant - 90% of consumers claim online reviews influence their buying decisions - The majority of customers trust a business after reading 4-6 recent positive reviews - 80% of customers take action after reading positive reviews
What does POEM stand for with respect to digital marketing?
- Paid Media: Brand pays to leverage a channel (Role: Shift from foundation to a catalyst that feeds owned and creates earned media) - Owned Media: Channels a brands control (Role: Build for longer-term relationships with existing potential customers and earn media) - Earned Media: When customers become the channel (Role: Listen and respond / The result of well-executed and well-coordinated paid and owned media)
What are the two types of search results? Define them.
- Paid: companies pay to have their content appear in a prominent place on a search results page. - Organic: listings on search engine results pages that appear because of their relevance to search terms, there is no paid boosting or placement.
What factors does Google consider when showing you an ad?
- Types of websites visited and mobiles apps on your device - DoubleClick cookies and your Google Ad settings - Websites and Apps you have visited that belong to the - Google Display Network - Previous interactions with the Google Display Network - Your Google and/or YouTube profile
Why is it important for a company (brand) to have governance within social media?
- While the internet & social worlds may appear to be carefree, for a the brand you require a structure or you run the risk of brands looking disorganized and employees engaging in the inappropriate activity. - Smart brands have predefined goals and parameters of their social media presences.
Define the two types of SEO.
- White Hat SEO: Creating content for users, not for search engines & Conforms to Search Engine guidelines, no deception - Black Hat SEO: Attempts to improve rankings in ways that are disapproved of by the search engines, involving deception & Sites can be banned for using these practices
What are commands 4-6 that Rushkoff proposes for an individual living in a digital world?
- You are never completely right: our digital tools oversimplify nuanced problems. Digital media polarizes us incapable of recognizing shared values. Machines make us function quicker and more efficiently. Not as much effort or expertise is required to find the information that we are searching for. - One size does not fit all: digital demands scaling up in the face of demands. Those that do not scale are disadvantaged. By acknowledging this, we can preserve local activities despite the demand to scale. - Be yourself: our digital experiences are out of body. There is a bias toward depersonalized behavior. We need to identify online as our true selves, just as we do in real life in order to hold ourselves accountable for our actions
Provide an example of how retailers are embracing autonomous-vehicle space.
Amazon and other firms are using autonomous vehicle for delivery of goods. Other cool thoughts are public transportation using autonomous-vehicles and the infrastructure of cities being changed by the volume of autonomous vehicles for delivery and transportation.
Provide examples of how sensors interact with consumers (e.g., fitness, health).
An example used is an inhaler that has a sensor. The sensor can provide information about when a patient uses the inhaler. The information of time, date, pollen count, heat index etc. can be gathered and evaluated. The patient could then be alerted prior to the same set of information happening again. The sensor and other relevant information would be used in forecasting data such as weather predictions and pollen counts.
What is another name for false reviews (hint - think of a sports field)?
Astroturfing
What are some reasons why marketers have embraced content marketing?
Because traditional marketing is no longer as effective as it once was: - Attention spans < milliseconds - Typical human sees 5K+ ads a day - Traditional ads are disruptive - Everything is diluted Brands / businesses had to find an alternative to reach customers (B2C and B2B) without interruption while engaging them so they want to hear from you
What does Rushkoff imply is required for businesses to survive in a purely digital realm?
Businesses must scale and move up one level of abstraction (Reduce complexity increase efficiency) above everyone else
How does one personalize in a digital world? Describe at least 3 of many data ingredients to assist in this exercise
Common ways to segment / personalize in a digital world: - Geography - stated data, routers, IP addresses, etc. - Interests - cookies, eCommerce, digital behavioral, etc. - Demographics - provided to inferred - Devices - mobile, iPad, computer, etc.
What are some takeaways/implications for marketing?
Companies and marketers need to keep up with the pace of changing technology and the digital world to be successful. The digital world has allowed more conversation through media and new ways to promote things over a bigger span of distance.
What does CPC stand for?
Cost Per Click
What are the three categorizations of social content activity?
Create, Curate, Converse
Which media within POE, does Blackshaw / Wilson state is becoming increasingly important in the age of consumer expression and conversation?
Earned Media: - Author also refers to earned media as "consumer-generated media" - Consumers create this media via posts, reviews, etc. about a brand from how well that brand performed, measured against expectations, and/or serviced an unmet need - Different sources for different industries (Ex: employee interaction (hospitality/travel), call-center conversations and billing (wireless), safety (automotive))
Name the digital property in China to its USA equivalent?
Facebook / renren Twitter / weibo Google / Baidu Amazon / Alibaba
What other information does Product Reviews complement?
Fuels product innovation and improvement: - Important for future development - Reinforce the importance of a certain feature/functionality - Allows the company to gauge what the customers understand about a product
What is Tencent's (aka QQ + WeChat) main business proposition?
Fusion of social connection and social media
What is the purpose behind Quality score?
Google leverages Quality Score to calculate Ad Rank. Google wants to enhance a user's experience. Users want relevant Ads and Advertisers want target Ads.
What do you think of the book at a personal level?
I agree with a lot of the points he makes about the effects of social media and the evolution of technology. I think all of his commands are true and are supported to be easy to follow.
Given the "average" company, to what extent is the scope of their social investment (e.g., # employees, accounts, interactions)?
Internal Brand Engagement: - Social Accounts - Brand Users - Activities/Month - Activities/Week External Brand Engagement: - Total Network Size - Social Reach - Interactions/Month - Interactions/Week
How can executives minimize technological disruptions?
Manage, reward and development of human capital
Can anyone join Amazon's process?
No, you have to be invited
Which type of search is clicked on the most?
Organic Results (94% of the time)
What are the benefits/challenges within each type of POE media?
Paid: - Benefits: In demand / Immediacy / Scale / Control - Challenge / Clutter / Declining response rates / Poor credibility Owned: - Benefits: Control / Cost efficiency / Longevity / Versatility / Niche Audiences - Challenges: No Guarantees / Company communication not trusted / Takes time to scale Earned: - Benefits: Most credible / Key role in most scales / Transparent and lives on - Challenges: No control / Can be negative / Hard to measure
Provide examples within each type of POE media.
Paid: - Display ads - Paid search - Paid Social - Sponsorships Earned: - WOM - Mentions - Shares - Reposts - Reviews Owned: - Websites - Mobile sites - Social media channels
Name 1 of 2 companies which are deemed a "clearinghouse" or "syndicators" for online reviews?
Power Reviews and Bazaarvoice
How does PowerReviews do end-to-end consumer feedback solutions?
Rating & Reviews Question & Answers Social & Visual Content Data & Analytics Network Syndication
What does Rushkoff say "competes" with relevance?
Rushkoff says the more people value the digital now, the more content people receive as newness above anything else. What's recent and new competes with relevance.
What requirements are expected of the reviewers within this process?
Simply tell the truth
What are commands 1-3 that Rushkoff proposes for an individual living in a digital world?
The first three commands that Rushkoff proposes are Time, Place, and Choice: - Time: Do not be "always on" For living in a digital world streams of information is constantly changing and being updated. Don't always be paying attention to digital distractions. - Place: Live in Person. He mentions how it's amazing how technology allows virtual communities, but social interactions are lost. Miscommunication is easy through the use of digital interactions. Media also has a bias towards dislocation. - Choice: You may always choose none of the above. Computers break all our decisions into yes and no or 1's and 0's forcing us into certain categories. It's best to pick neither
What are some ranges for CPC?
Typically CPC ranges from $.010 to $10.00 -- and can go higher for more specialized targets
What does WOMMA stand for?
Word of Mouth Marketing Association
Is ad placement important?
Yes extremely! The first ranking position in the search results receives 42.25% of all click through traffic; the second position receives 11.94%; the third position on the first page obtains 8.47%; the first ten results (typically page one) received 89.71% of all click through traffic.
Does Baidu alter their search returns based on China law?
Yes. Baidu alters and censors the informations being research
How does Rushkoff's 3rd command on "choice" support rationale for the "filter bubble" That was talked about in the DH paper? How can marketers combat this?
You cannot put all of your eggs in one basket. Do not put 100% of your marketing budget in digital. You need to test and prototype.
What is "above the fold"?
- "Portions of a webpage that are visible without scrolling." - Users typically spend 80.3% of their time on webpages 'above the fold'
Is it possible to pay less than the maximum CPC you bid to Google?
- A bid that you set to determine the highest amount that you're willing to pay for a click on your ad. - If someone clicks your ad, that click won't cost you more than the maximum cost-per-click bid (or "max. CPC") that you set.
Name at least 1 leading affiliate marketing network.
- Amazon Associates - Clickbank - Shareasale - Impact Radium - Commission Junction
Of the 6 cultural dimensions, we learned about in WOI, which ones about China - relative to the US - might aid us in better exploring as to what China consumers expect when going online? Hint - look for 4 of the 6 dimensions which are most different between the 2 countries.
- Power-distance: Power distance is the disparity between rich and poor or high and low statuses. China is higher on this list where the US is lower. High power distance countries have a focus on authority and hierarchical order. A website with endorsements and structured content is recommended. - Individualism vs. Collectivism: China is relatively more focused on collectivism than individualism. A collectivist culture values loyalty and an individuals preferences are influenced by friends and family. Referrals and group imagery are important. Asking for minimal personal information on a website lets customer stay in a wider group than individual identification. - Long-term Orientation: Long-term oriented cultures save for the future and find achievement in patience. Websites in China should focus on its relationships with customers and include long-term benefits. - Indulgence vs. Restraint: Restrictive cultures value frugality and regulated gratification rather than instant gratification. eCommerce sites in China are more likely to use discount codes to drive sales and a structured website.
What is PowerReviews about?
- PowerReviews, founded in 2005, provides technology and tools for retailers and e-commerce companies to host product reviews on their websites.It also works with brands and manufacturers to syndicate reviews from their sites to e-commerce sites where their products are being sold. - PowerReviews develops and markets consumer engagement technology for brands and retailers. The company has offices in Chicago, Longon, and San Fran - The firm provides technology and tools for retailers and E-commerce companies to host product reviews on their websites. It also works with brands and manufacturers to syndicate reviews from their sites to e-commerce sites where their products are being sold.
What are some key intents of content marketing?
- Provide value to the audience - Educate the audience to the point they begin to consider or actually do engage with you - Develop a sense of reciprocity - a powerful influencer (Reciprocity = reciprocal: give me something = I'll buy from you /Examples: blogs, white papers, etc. ) - Create trust - The hardest part - determining the quality of content that will engage audiences, and maintaining this relevancy through time
Can negative reviews increase sales?
- Purchase likelihood peaks when the average star rating of a product is between 4.2 and 4.5 stars. Once the average star rating surpasses this sweet spot, purchase likelihood drops - A shopper is more likely to purchase a product with an average of 4.2 stars than one with a 5-star rating - Consumers perceive 5-star ratings as "too good to be true" 82% of shoppers seek out negative reviews
What are the 3 "arcs" lacking in today's companies?
- Quantitative understanding - Technical Proficiency - Rewards and Recognitions
Do our engagements through and with the digital world reduce or increase the complexity of our real world? Cite the implications for business and marketing of tomorrow.
- Reduce the complexity: digital encourages us to make decisions in a hurry. Search reduces the complexity for finding information - We can retrieve any piece of data, but we risk it losing its context. We cannot equate our engagements with the digital world as real knowledge/experience - The more complex the technology, the less and less a person needs to know how to how to use it and make its decisions
What are the two major dimensions (x-axis and y-axis) to the "long tail" of key words? What is the shape of the "long tail"?
- Shape: Quarter of a circle, looks like a loose L. (1. Word Phrases 2. 2-3 Word Phrases 3. More Descriptive Phrases) - X-Axis: Low probability of conversion -> high probability of conversion - Y-Axis: Low cost and risk -> high cost and competition - Just like in social listening, be sure to bid on misspelled words (e.g., Nkie) and acronyms (e.g., UA)
What two things does WOMMA state need to be true when an "agent" of a WOM marketing platform posts a product/service review?
- Tell the truth: whether bad / good reviews - Acknowledge they were compensated (directly or indirectly) for their reviews
Unlike most other technology firms in China, what is different about Tencent (QQ + WeChat)with respect to its scope of customers?
- Tencent acknowledges "Copying others may get you started but it can't make you great. The key is how to localize a great idea and create domestic innovation." - WeChat is different than other Chinese tech in that it has not restricted its geographical scope to just China; it is a global platform
What are the 4 major delivery formats with content marketing? Which one delivers the greatest amount of information?
- Text - Images (visual) - Audio - Video (audio-visual)
What actions can this governmental body take?
- The commission will issue an Administrative Complaint when it has "reasons to believe" that the law has been violated. - Not a finding or a ruling that they violated the law→ just marks the beginning of a proceeding where the allegations will be tried in a formal hearing before an administrative law judge - A consent order is for settlement purposes only → when the commission issues a consent order on a final basis, it carries the force of law with respect to future actions each violation of such an order may result in a civil penalty up to $16,000
Does Rubbermaid value negative reviews?
- They can bring in positive results - See negative reviews as genuine interest to the brand along with a collective expression of brand loyalty to the brand
What are the 10 commands for an individual living in a digital world?
- Time - Place - Choice - Complexity - Scale - Identity - Social - Fact - Openness - Purpose
What are PowerReviews values?
- Transparency: Transparency in communications drives trust. Transparency is in the DNA of PowerReviews. It's at the center of everything we do, internally and externally. PowerReviews believes in the transformative power of authentic feedback to benefit consumers, businesses, and out employees. - Accountability: We hold each other accountable to execute and improve. Transparency drives accountability. By openly sharing goals, results, and respectful feedback we hold each other accountable: colleagues to colleague, Team to manager, manager to team. If you see something that needs to get done, raise your hand. Come prepared. Set clear objectives. Track your progress. Measure, iterate, improve. - Learning: Continuously learn new skills to find your super power - Collaborating: Collaborate with colleagues, customers, and partners to win - Celebrating: Celebrate the wins and share our success
Identify and explain the 7 signs.
1. Your audience isn't growing --- Influencers can use their audiences (who are usually bigger, more targeted and/or more engaged) to grow the brand's audience 2. Your sales are dipping --- Influencers can create engagement and conversation that can ultimately drive a sale and keep a product alive/on the shelves. 3. You haven't invested heavily in digital/social media --- With the increasing presence of mobile and digital, there needs to be a strategy in place. By using social, brands can see impacts immediately and can re-share it onto their channels as well. "Influencer marketing can be the glue in your cross-channel, multidiscipline campaigns that drives digital offer redemptions, amplifies national campaigns, impacts in-store traffic and more." 4. Most, if not all, of your engagement, is from paid content --- Cannot live off of paid engagement alone, brands need organic engagement. By using an influencer, it helps re-engage. 5. You're not driving enough sales during key selling periods --- Influencers can break through and engage audiences during key selling periods (like the holidays). Audiences turn to social first for reviews, ideas, etc. 6. Your redemption rates on digital offers aren't what they used to be ---Relevant content that inspires purchases is just one of the things that influencers do well and relevant content proves to drive redemptions. 7. You're struggling to build brand awareness and provide the education your shoppers desire --- The beauty of influencers is they speak the simple language of the consumer. They can story tell, educate and communicate the product in an effective way that connects with the consumers.
How many sensors does Chamath claim are on a smartphone?
19
In what year did Google begin personalizing search?
2005
What % WPPs business would Don Draper recognize today?
25%
Can a business use Google AdWords even if it does not have a website?
A business can use Google AdWords even if it does not have a website
What is the definition of affiliate marketing?
A commission-based revenue system where a 3rd Party (affiliate) brings leads / sales to a product owner's (company / brand) website
What example does Rushkoff give for when the real human went away?
A music shop owner closing his store and going completely online. He lost the competitive edge of having a human component
What is social governance?
A set of rules, guidelines, and procedures to establish and protect brand activity in social media
What are some reasons why marketers have embraced gamification?
Traditional marketing is no longer as effective as it once was: - Attention spans < milliseconds - Typical human sees 5K+ ads a day - Traditional ads are disruptive - Everything is diluted
