Social Media

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using Maslow's Hierarchy of Needs, justify social media

Social Media is in the middle of Maslow's Hierarchy of Needs because it goes along with social (sense of belonging, love)

What does SMM mean?

Social Media Marketing. It is the process of gaining website traffic or attention through social media sites.

digital brand name

handles that describe something about them in shorthand as they try to build a following

Weak ties

hardly know the person

good social media requires 4 things.

heart sincerity constant engagement long term commitment

What makes blogs different (6 things)?

1. Publishable 2. Findable 3. Social 4. Viral 5. Syndicatable 6. Linkable

What are the 5 best practices for building a brand with Twitter?

1. Self-Promote Cautiously 2. Choose Optimal Tweet Times 3. Respond to Questions 4. Gather Feedback 5. Provide Unique Value

What are 5 benefits of using photo sharing for marketing?

1. Showcase the product 2. Reinforce brand image 3. Drive web traffic 4. Create awareness and encourage sharing 5. Leverage opportunities to market with low costs.

What types of SMM tools are there? (4)

1. Single Purpose Tools 2. Single Platform Tools 3. Multi Platform Tools 4. Purchased Services

8 decisions to build brand's social media persona

1. core values 2. pillars or social objects that illustrate values 3. promise to customer 4. aspirational attributes 5. associated traits 6. opportunities 7. alignment with overall company culture 8. stories to bring personality to life

Ryerson University segments

1. creating 2. socializing 3. information seeking

experience strategy steps

1. discovery 2. briefing 3. ideation 4. concepting

personal audit values

1. vision: learn something 2. validation: accepted by a group 3. vindication: informing others of correctness 4. vulnerability: approachable 5. vanity: narcissism

6 Degrees of Separation

1/6 people some how connected

What is the AEIOU rule for video content?

A: Authentic E: Engaging I: Intimate O: Offbeat U: Unusual

Cloud Computing

Any process that delivers hosted services online

Objective-And-Task Method

Considers the objectives set out for the campaign and determines the cost estimates for accomplishing each objective

Earned Media

Conversations, Shared Content, Influence Impressions, Likes, and fans

Social Technographics

Creators Conversationalists Critics Collectors Joiners Spectators Inactives

What is NOT considered one of the rules of engagement

Entertaining your audience

TRUE OR FALSE : All SMM platforms are appropriate to reach any consumer.

FALSE

Steering the conversation and message is one example of a company being participatory in social media

False

OpenSocial code

Google's set of common API's that enable developers to write software for applications that will run on multiple social websites

Micromarket

Group of consumers once considered too small and inaccessible for marketers to pursue

citizen journalists

amateurs who post about newsworthy events

What's the difference between a passive strategy and an active strategy?

Passive Strategy: Sit back and listen, observe, and respond. Active Strategy: Create content to put out and build an audience through this.

Should the marketer take an active approach, followed by a passive approach in SMM?

Passive: Search, listen, respond Active: create & engage -Figure out who your audience is -What do they want? -Have them interact with your brand in a positive way -No, the marketer should take a passive and then an active approach. Because passive is searching listening, and responding. Active is creation and engaging.

cloud computing

any process that delivers hosted services onine

dandelion model

a multi-layerered hub and spoke model

microshare/microblog

a sentence, sentence fragment, embedded video, link to outside content limited blog

identity portability

a single profile would provide access across social networking sites with a single login and shared information OpenID, Facebook Connect

positioning statement

a single written statement that encapsulates the position the brand wishes to hold in the minds of its target audience

impression

a view or exposure to an advertising message

consumer fortified media

augmented content, embellish others' content

coercive power

ability to punish others

facebook edgerank

algorithm that determines what items populate your newsfeed.

objective-and-task method

considers the objectives set out for the campaign and determines the cost estimates for accomplishing each objective

click-through

consumers click an ad to reach target landing page, uses response device

creative brief

document that helps creatives channel their energy toward a sound solution for the brand in question

identifying objectives and setting budgets

elaborate on what is expected of the social media campaign and what financial and human resources are available to meet those objectives

boundary spanners

employees who interact directly with customers

external environment

opportunities and threats, the uncontrollable elements outside a firm that the organization responds to in planning

fifth P of marketing mix

participation

center of excellence model

pulls people with different kinds of expertise from across the organization to participate in social media marketing

demographic segmentation

segmenting markets by age, gender income, ethnic background, educational attainment, family life cycle, and occupation

Geographic Segment

segmenting markets by location

online gated communities

selectively allow access to only some people and may offer a high degree of social capital to the lucky few who pass the test

SNS work because there are degrees of ______ in networks.

separation

zone 1 of social media

social community, the relationship zone

meetups

social connections online result in face to face connections offline

psychic income

social currency, perceived value that is not expressed in monetary form, such as information, relevance, or entertainment

SWOT analysis

strengths, weaknesses, opportunities, and threats

biggest predictor or whether someone will become active in a social network

the presence of a critical mass of friends

public relations

the promotional mix component tasked with generating positive publicity and goodwill

brand experience

the sensations, feelings, thoughts, and behaviors evoked by brand-related stimuli when consumers interact with brands, whether during exposure to brand messaging, shopping and service interactions, or product consumption -124

social commerce

the use of social media to assist in the online buying and selling of products and services influences stages of the consumer decision making process

reputation economy

the value that people exchange is measured in esteem as well as in dollars, euros, or pounds

digital identity

the way we represent ourselves via text, images, sound, and video to others who access the web the way marketers view you

social network theory

theory that explains how networks work all social communities are social networks

Social Media

tool/service uses internet that bring about communication

share applications

tools that let users share what they are reading or doing on their status feeds

disclosure requirements

transparency using hashtags to proclaim the relationship such as employee, paid, free sample

maintained social capital

value we get from maintaining relationships with latent ties

weight

what type of action was taken on the content?

context

when conditions are right

Footprint

where you are and where you have been

III. Gather Info on Target Market

who you are trying to target

apps

widgets, downloadable or embeddable social software

What is a blog?

"A collection of the blogger's personal thoughts and ideas around a particular topic and, as stated previously, are a less formal method of publication."

What are the key elements of a SMM plan?

(coming back to this one)

Describe a brief history of microblogging.

*Started with "Tumbleblogs", or stream of consciousness blogging. *Twitter changed the game by instituting a character limit (140 Characters).

SMM approach to marketing

- message/ participation -two way communication -discussion approach

social media marketing (SMM)

-Based on WOM & participation -Using social media -to positively influence customers towards a brand -exchange offerings that have value for an organizations stakeholders -"... To create, communicate, deliver, and exchange offerings that have value for an organization's stakeholders" as marketing tools.

traditional approach to marketing

-Marketer controls -One way communication -Domineering approach

benefits of SNS

-allow brand to be closer to their fans -real time communication -consumption (fans twice as likely) -purchase (10x likely)

Democracy

-characteristic of online community -"rules by the people", people control the content

Presence

-characteristic of online community -effect people experience when they interact online

Levels of Participation

-characteristic of online community -in order to thrive and keep the community going, members must participate

Standards of Behavior

-characteristic of online community -norms/rules for online behavior, some written some unwritten

Conversation

-characteristic of online community -not talking/writing, hybrid

What are the seven myths of SMM? Are they true?

1)Social media is a fad. 2)Social media is just for the young 3)No return on SMM 4)SMM is new 5)SMM is too time consuming 6)SMM is free 7)SMM isn't right for my business

What are the 5 biggest reasons people choose to follow brands online?

1. Authentic 2. Transparent 3. Show care and empathy 4. Respect consumers' time and opinions 5. Have a human presence online

What are the 5 best practices for Social Media Marketing?

1. Begin with a strategy backed by a SMM Plan. 2. Be honest and transparent in all your social media efforts. 3. Identify your target market, and understand its media behavior before you begin. 4. Welcome participation and feedback from your audience. 5. Remember that what you know today won't be valid tomorrow.

List and describe the common goals of SMM.

1. Build a brand -brand awareness, brand attitude, positioning, brand loyalty 2. Generate leads/sales 3. Customer service 4. Increase SEO 5. Getting new product ideas 6. IMC 7. Crisis/reputation mgt

What are the 4 levels of the "objective cascade"?

1. Business 2. Marketing 3. Social Media Marketing 4. Campaign and Platform Specific

What is the process for creating a Social Media strategy? (8 Cs)

1. Categorize SM platforms by relevancy. 2. Comprehend rules of engagement by listening. 3. Converse by acknowledging and responding to other users on the platform. 4. Collaborate with platform members. 5. Contribute content to build a reputation. 6. Connect with influencers to enlist the community. 7. Community participation can elicit valuable customer suggestions. 8. Convert relationships to the behaviors suggested by the objectives.

What are the 8 Cs of Strategy Development?

1. Categorize social media platforms by target market relevancy 2. Comprehend the rules of the road on the platform by listening and learning how to behave, successfully spark conversation, and engage the participants. 3. Converse by acknowledging and responding to other users of the platform, always remembering to be a contributor, not a promoter. 4. Collaborate with platform members as a means of establishing a mutually beneficial relationship with the platform participants. 5. Contribute content to build reputation and become a valued member, helping to improve the community 6. Connect with the influencers so that you can enlist them to help shape opinions about your product or service. 7. Community participation (and creation) can elicit valuable consumer suggestions for improving products and services. 8. Convert relationships built in social media to the behaviors specified in the objectives.

Steps in SMM Planning

1. Conduct a situational analysis 2. State objectives 3. Gather target audience insight 4. Select social zones and vehicles 5. Create an experience strategy 6. Establish an activation plan 7. Execute and measure a campaign

How does SMM differ from traditional marketing?

1. Control Vs Contributions 2. Trust building; be earnest and down to earth. 3. Trust is slow to earn, easy to lose. 4. Combo of creativity and technology.

What are 5 steps to develop a personal branding plan using microblogging?

1. Create a complete profile 2. Follow those in your area 3. Create lists around your interests. 4. Create a follow strategy 5. Post at least 3 times a day.

What is the 5 stage process for marketing on Photo Sharing Sites?

1. Determine target market 2. Select Photos 3. Use photos to demonstrate knowledge and involve users, not to sell. 4. Market the content 5. Secure permissions

What are the best practices for marketing with social media platforms? (5)

1. Develop clear objectives 2. Understand and monitor metrics. 3. Know the audience. 4. Communicate with your audience in the most appropriate way. 5. Keep search in mind.

What are the four areas you should address in structuring your LinkedIn summary?

1. Engaging and Original 2. Written in the First person 3. angled toward specific people 4. clear on what you want the reader to do next

What are the 5 parts of the Valid Metrics Framework?

1. Exposure: Opportunity to Attend to Content 2. Engagement: Interaction with Content 3. Influence: Ability to Change Opinion or Behavior 4. Impact: Effect on the Target Audience 5. Advocacy: Suggest Action to Another User

What are the benefits of marketing on social networks? (4)

1. Find Talent 2. Build Brand Awareness 3. Find new customers 4. Conduct Brand Intelligence and Marketing Research.

3 facts about social media from the Socialnomics/Social Media Revolution 2

1. From WOM to World of Mouth, word of mouth on a larger scale. 2. 78% of consumers trust peer recommendations; only 14% trust advertisements. 3. Listen first, sell second.

What are the common characteristics of a good Social Media Marketer?

1. Good communication skills. 2. Working knowledge of computers and the internet. 3. Knowledge of search marketing desirable 4. Proficiency on Twitter, FB, and LinkedIn

Strategic Planning Phases

1. Identify objectives 2. Decisions on how to accomplish objectives 3. Plan Implementation 4. Measuring

Consumer Purchase Process

1. Increase awareness 2. Influence desire 3. Encourage trial 4. Facilitate purchases 5. Cement brand loyalty

What are 4 marketing objectives that can be achieved with Twitter?

1. Increasing Brand Awareness 2. Connecting with Customers 3. Providing Support 4. Distributing Information

What are the three types of podcast content?

1. Instructional 2. Informative 3. Entertainment

How do you choose which SMM tool is right for your marketing activity? (5)

1. Investigate tools offered by the platform. 2. Think about what you need to accomplish 3. Be sure the tools service the platforms used. 4. Consider how many people need to use the tool and what their roles are 5. Consider whether a free tool will suffice, or whether a paid one is needed.

What are six tips for using SMM with a global audience?

1. Note cultural differences 2. Don't use colloquialisms. 3. Sarcasm and metaphor can be easily taken out of context. 4. Don't make pop culture references, puns, or other regionally dependent humor. 5. Adapt, don't dumb down, and "make messages polite, concise, and direct". 6. Use Google Translate when you can

List and describe the PARC principles of SMM

1. Participatory (Interact, answer, thank) 2. Authentic (honest, sincere, personable) 3. Resourceful (useful, relevant, helpful) 4. Credible (Knowledgeable, expert, trustworthy)

What are the three types of sharing?

1. Primary 2. Secondary 3. Tertiary

What are the types of social media platforms? (13 Listed)

1. Social Networking 2. Microblogging 3. Publishing Tools 4. Collaboration Tools 5. Rating/Review Sites 6. Photo Sharing Sites 7. Video Sharing Sites 8. Personal Broadcasting Tools 9. Virtual Worlds 10. Location Based Services 11. Widgets 12. Social Bookmarking/News Aggregation 13. Group Buying

What are the seven myths of Social Media?

1. Social media is a fad 2. Social media is new 3. Social media is for the young 4. Social media doesn't show returns. 5. Social media isn't right for this business. 6. Social media is too time-consuming 7. Social media is free.

What are 6 benefits of Video Marketing?

1. The content is engaging 2. Garners large audiences 3. Building brand awareness 4. Showcasing the Product 5. Generates business leads 6. Leading video platforms.

What are the three components of creating a content marketing strategy?

1. The creation of content based on target audiences and personas 2. The dissemination of the content through appropriate channels to achieve marketing objectives. 3. The measurement of the success of the content through analysis of results.

How do you make websites visible to Search Engines? There are 5 ways.

1. The website should have reliable hosting and be accessible. 2. Focusing on Text-Based Content. 3. Proper navigation allowing search engines to link to the website. 4. Sitemaps to help search engine spiders. 5. Linking the site to external directories and social media.

What are 4 ways to build your personal brand through photo sharing?

1. Tie your photo sharing to a professional goal 2. Keep the pictures linked to your professional brand, but have fun 3. Focus on engagement 4. Be sure not to overshare...

What are the contents of an SMM plan? (13 Parts)

1. Title Page 2. Table of Contents 3. Executive Summary 4. Overview 5. Social Media Presence 6. Competitive Analysis 7. Setting Goals 8. Determining Strategies 9. Identifying Target Market 10. Selecting Platforms 11. Implementing 12. Monitoring 13. Tuning

Social Media Evolution

1. Traditional (broadcast, radio, print) 2. Tradigital (banners, email) 3. Social Media (networks, blogs, communities)

Good Plan Characteristics

1. Understand's the marketplace 2. Establishes clear measurable objectives 3. Defines performance targets 4. Identifies a customers group 5. Explains what a customer wants 6. Develops startegies tied to objectives (4ps) 7. Includes measurement plan

What are the 9 rules for engaging properly on Social Media?

1. Use Social Media Channels As Intended 2. Don't Be A Dirty Spammer 3. Assume People Don't Care About the Product 4. Have a Personality 5. Provide Context When Seeking Connections 6. Be Transparent 7. Talk About the Topic 8. Social Media Profiles Are Not Billboards 9. Be Nice

There are 9 rules for engaging with customers on social media. These rules are like "etiquette" for SMM. List and describe each rule.

1. Use as intended -Know norms of communication -Dont direct message someone about blog/business/product - thats dumb. 2. Dont spam -let them opt in / opt out -unwanted 3. Assume they don't care - Why would they care? -dont use aggressive marketing 4. Have personality Be personal, but not too personal 5. Provide context when seeking connections -Send a brief note -briefly explain why you wanted to connect when you do follow/add someone 6. Be transparent be honest 7. Talk about the topic -its not always about you -participate, not self promote 8. SM profiles = not billboards send wanted messages with original content 9. Be nice manners matter say please and thankful

What are the 11 best practices for Content marketing?

1. Use catchy titles. 2. Update frequently 3. Keep content focused 4. Invite comments 5. Engage with others 6. Avoid negativity 7. Stand by the content 8. Cross promote 9. Archive the content. 10. Promote the content 11. Use metrics

What are the rules of engagement for SMM? (9 Rules)

1. Use social media channels as intended 2. Don't be a dirty spammer 3. Assume people don't care about the product. 4. Have a personality 5. Provide context when seeking connections. 6. Be transparent. 7. Talk about the topic. 8. Social media profiles are not billboards. 9. Be nice!

What comprises the "road map" to build before developing an SMM strategy?

1. Who your target audience is and the audience characteristics 2. How you plan to interact with the audience 3. How you will measure the success or failure of your activities 4. How you will adjust to stay on track to meet your objectives.

social media activity motives

1. affinity impulse 2. personal utility impulse 3. contact comfort and immediacy impulse 4. altruistic impulse 5. curiosity impulse 6. validation impulse

dimensions of differentiation of social networks

1. audience and degree of specialization 2. social objects that mediate the relationships among members 3. degree of decentralization or openness

social networks similarities

1. based on participation from a community of members 2. structure - nodes that interact with one another, flows between node members, graphs connected by node relationships

methods to encourage interaction

1. brands talk 2. real-time marketing 3. contests and requests for UGC

basic models for social media structure

1. centralized 2. organic 3. hub and spoke 4. dandelion 5. holistic

basic characteristics of online communities

1. conversations 2. presence 3. democracy 4. standards of behavior 5. level of particiapation

social technographics

1. creators 2. conversationalists 3. critics 4. collectors 5. joiners 6. spectators 7. inactives

Pew types stationary media preferred

1. desktop veterans 2. drifting surfers 3. information encumbered 4. tech indifferent 5. off the network

Pew types motivated by mobility

1. digital collaborators 2. ambivalent networkers 3. media movers 4. roving nodes 5. mobile newbies

characteristics of fans who define their identities in part by their membership in a fandom

1. emotional engagement - brand is meaningful, relatabiltiy 2. self-identification - personally and publicly identify with like minded fans, ex. beliebers 3. cultural competence - critical understanding of the object, its history, and its meaning beyond functionality 4. auxiliary consumption - collects and consumes related items and experiences beyond basic object 5. production - involved in production of content related to object

promotional mix objectives with social media

1. extend and leverage the brand's media coverage 2. influence the consumer throughout the decision making process

top 3 reasons people share content socially

1. find it interesting/entertaining 2. could be helpful to others 3. to get a laugh

reasons to talk about products

1. highly involved with type of product, simply enjoy talking about it 2. knowledgeable about product, conversations let others know it 3. genuine concern for someone else

social media applications for promotion

1. increase awareness 2. influence desire 3. encourage trial 4. facilitate purchase 5. cement brand loyalty

elements of a situation analysis

1. internal environment 2. external environment 3. SWOT

three factors to tip a trend

1. law of the few 2. stickiness 3. power of context

types of reputation management:

1. managing comments/ what is said about you online. 2. managing the % of positive comments about you on a SERP.

three types of media

1. paid 2. owned 3. earned

level of activity basis

1. people with whom you are connected 2. content/artifacts you produce 3. feedback you receive 4. distribution of the artifacts and feedback throughout the network

marketing plan outline

1. perform a situation analysis 2. set marketing objectives 3. develop marketing strategies 4. implement and control the marketing plan

bases of social power

1. reward power 2. coercive power 3. legitimate power 4. referent power 5. expert power 6. information power

reasons to engage with a brand

1. sales and deals 2. aspirational value of brand (ideal selves)

questions of brand readiness for social relationships

1. set up for engagement? some are safer with one way communication 2. where should the brand be? specific sites 3. reflect brand's personality? voice and interactions 4. leverage fan sites? 5. integrate social network presence into other campaigns? icons and links

strategic planning process of social media campaigns

1. situation analysis 2. identify social media marketing objectives and set budgets 3. profile the target audience of social consumers 4. select social media channels and vehicles 5. create an experience strategy 6. integrate with other promotional components and establish campaign timeline 7. execute and measure outcomes

list the four zones of SMM as identified by Tuten and Solomon

1. social community 2. social publishing 3. social commerce 4. social entertainment

zones of social media

1. social community 2. social publishing 3. social entertainment 4. social commerce

types of social ads

1. social engagement ad 2. social context ad 3. organic social ad combinations improve effectiveness

common social media mistakes

1. staffing - not always on 2. content - not new and fresh 3. time horizon - it can take months for a campaign to build awareness 4. focus of objectives - no focus on what social media should do for the brand 5. benefits to users - no value to social community 6. measurement - no metrics

social media marketing maturity

1. trial phase 2. transition phase 3. strategic phase

Pew Internet Technology Types basis

1. whether they hold a positive or negative view of digital mobility 2. their relationships with assets, actions, and attitudes

Who created the first Coca-Cola Facebook page?

2 brand fans, co-creation

organic content:

2 ways content is posted to media sharing sites relating to businesss. company creates and publishes content. people outside the company create media about content.

80/20 Rule

20% of brand's customers purchase 80% of its products 20% buy 80%

heavy users

20% of brand's users buy 80% of the product 80/20 rule

What platform is the earlier ancestor of today's social media platforms? What do you know about the evolution of social media within the 2004-2014 period?

ARPANET. Myspace>Flickr>Facebook>Youtube and Bebo>Twitter>Tumblr>Instagram>Pinterest>Snapchat>G+

What are the 3 steps a social media marketer should take when taking responsibility for a mistake

Acknowledge the situation & take responsibility; apologize and identify a solution needed; act (implement) resolution or identify changes and let the affected individual what is being done

When you make a mistake on social media, what 3 steps should you take to amend the error?

Acknowledge: Find out what the problem is, and take responsibility for the situation. Apologize: If someone is angry, first attempt to calm them down. Apologize, and determine what would give the individual resolution. Act: Implement promised changes or make other restitution. Inform the complainants that the problem is being addressed.

Motives for Social Media Activities

Affinity Personal Utility Contact, Comfort, and Immediacy Altruism Curiosity Validation

What is a social network site?

An online service where members can establish relationships.

Percentage of Ad Spend

Assigns a set portion of the overall advertising budget for the organization to social media activities

What are the two major differences between SMM and traditional marketing?

Audience contributions and trust building

Define microblogging.

Broadcasting brief messages to some or all members of the sender's social network through a specific, Web-based, service.

What is NOT a part of an active engagement strategy

Broadcasting messages

IV. Select Social Media Zones

Community, Publishing, Commerce, Entertainment

What are listening centers?

Data centers that track and analyze social media content around a brand or company.

Crowdsourcing

Describes a process that harnesses the collective knowledge of a large group of people to solve problems and complete tasks

goal progression process

Exposure- opportunity to attend to content Engagement- interaction with content Influence- ability to change opinion or behavior Impact- effect on the target audience (ROI) Advocacy- suggest action to another user (WOM)

With a global audience what should be avoided in your content

Expressions; helpful proverbs; folksy, friendly sayings; and sarcasm

TRUE OR FALSE: You can get by with an incomplete profile.

FALSE

TRUE OR FALSE: You have total control over the brand in SMM

FALSE

lookalike audiences

Facebook creates fake consumers to match characteristics of known consumers

Facebook Connect

Facebook tool that allows users to log into other partnering sites using their Facebook identities

According to the text, traditional advertising has no value to consumers

False

Doing social media marketing is pointless unless it generates some value for non-customers.

False

How much people trust you is less important than the overall number of fans or followers you have

False

Large social networks are being threatened by niche social networks that cater to specific interests.

False

Most people use social media because they are looking for discounts and deals

False

The code of ethics for SMM is the same as for traditional marketing

False

What is the Valid Metrics Framework?

Framework for developing valid social media metrics. There are 5 elements. Exposure: Opportunity to Attend to Content Engagement: Interaction with Content Influence: Ability to Change Opinion or Behavior Impact: Effect on the Target Audience Advocacy: Suggest Action to Another User

Why is it important to understand the rules of engagement in social media?

It helps avoid potentially costly mistakes

What are the PARC Principles?

Participatory Authentic Resourceful Credible

Being honest is one way for a company to build credibility

True

Conducting a comprehensive social media audit is a critical prerequisite for formulating social media objectives.

True

Social networks blur the line between business and personal life.

True

When first engaging in social media, it is important to listen first before creating content.

True

participatory advertising

UGC campaign, brands invite content, set mandatory guidelines and specifications, and possibly provide participants with brand assets, restricted by vehicle rules, content shared in gallery interesting content at relatively low costs, engage different types of consumers, enhances PR personal story/photo is most frequently used

consumer generated media (CGM)

UGC, user content, organic when motivation is intrinsic intent, created when guided by brand or incentivized suggests highly engaged customers

Competitive Parity Method

Uses competitors spending as a benchmark

What place does video marketing play in the digital marketing mix?

Video is the quickest growing area of the mix; specifically mobile video.

What is NOT an example of permission marketing

Viewing an online ad on a mobile phone

Self Audit in Social Media

Vision Validation Vindication Vulnerability Vanity

word of mouth marketing association

WOMMA

Why is it important not just to self-promote on SMM?

While social media can be a platform for businesses to share their content, it can become even more valuable by building the number of people who are passionate about a business and requesting them to create content or to share it.

Should you use an Active or Passive SMM Strategy?

While some companies an active strategy is the best out the gate, it's better not to rush things; when you don't know what your audience will respond to it's ill advised to just throw something out there. Passive is preferential for new brands as well as brands without an established audience.

How is consumer television and video use changing?

While television use is going down on its own, video content is replacing it as the niche. Also, television is slowly growing in age as a domain, while video is younger.

How do you implement the social media plan?

You create content and assign roles for social media jobs.

How do you link Social Media goals to actions?

You must create a "call to action" or a series of steps to take the consumer through to get the desired result.

experience brief

a creative brief for social media marketing campaigns

creative brief

a document that helps creatives channel their energy toward a sound solution for the brand in question

Network effects

a good or service becomes more valuable when more people use it

micromarkets

a group of consumers once considered too small and inaccessible for marketers to pursue

Opinion Leader

a person who is able to influence others

flame:

a post designed to incite heated reactions

two step flow model of influence

a small group of influencers are responsible for dissemination of information because they can modify the opinions of a large number of other people

social utility

a social networking site that spans all four zones of social media - facebook

objective

a specific statement about a planned social media activity in terms of what that activity intends to accomplish

objective

a specific statement about a planned social media activity in terms of what that activity intends to accomplish -118

selective transparency.

ability to choose what you are sharing with your social network.

reward power

ability to provide others with what they desire

A call for action moves from SMM goals to ______ by customers.

actions -desired actions expected of customers -lead generation, brand building

service recovery

actions an organization takes to correct mishaps and win back dissatisfied customers

off page

actions taken around the web or off the website to effect position on serp

marketing

activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large

social engagement ad

ad creative with encouragement to engage, like, link

social context ad

ad creative, engagement device, and personalized referral content

display ad

ad that includes text, graphics, video, and/or sound on a website

creators

adds value to social web by creating user generated content (UGC)

creative message strategy

advertising campaign equivalent of experience strategy

indexing:

after a website has been crawled its content is stored and organized in a database of information that search engines manage

domain name authority:

age, mentions, brand influence.

deal aggregators

aggregates deals into personalized deal feeds

social contract

agreement that exists between the host or governing body and the members, sets expectations for members and host terms of use

social contract

agreement that exists between the host or governing body and the members.

social media manager's role

akin to brand manager, overseeing, managing, and championing the social media strategy internally

microblog user types

aligned by itnerest rather than relationships 1. polarized crowds - issues 2. tight crowds - interconnected 3. brand clusters* - about brands but not with each other 4. community clusters - group relevant news 5. broadcast networks - many people repeat prominent news 6. support networks* - complaints handled, hub and spoke

organic structure

all employees represent the brand and work social media into their roles, training for all, content can end up off message

holistic model

all employees use social media

archive and category pages:

allow reader to navigate blog by topic and time

twitter cards:

allow you to add rich media into tweets. drive people to site. installed by adding code to your website. can only be used with promoted tweets.

pros of social media marketing?

allows us to create and distribute our own content. cheaper allows small brands to make a name for themselves.

what is media sharing?

allows user to create and upload multimedia or "user generated content" (UGC) allows huge exposure for cheap.

what is social bookmarking?

allows users to collect and store interesting links. most popular links are displayed

influence impression

an exposure to a brand via another person

social media is.....

any form of electronic communication through which users create online communities to share information, ideas, personal messages, and other content.

on page

anything manipulated on the website to effect position on serp

social services

application service sites

brand butlers

apps that fit strategically with the brand and consumer needs, help consumers manage their lives

on page factors:

architecture, tagging, content

active activities

aspects of your identity over which you have a great deal of control, a selfie

passive activities

aspects of your identity over which you have less control

referent power

authority through the motivation to identify with or please a person

social media zombies

automated responses are useful for workflow management but users view automation as fake -113

standards of conduct

basic expectations for employee behavior in social communities

Standard of Conduct

basic expectations for employees in social communities ex. good manners, honesty

interactions

behavior based ties such as talking, attending an event, or working together

interactions

behavior-based ties such as talking with each other, attending an event together, or working together

what is microblogging?

blog that limits size of each post.

how is SMM related to digital marketing?

both use a digital form to advertise and communicate to the customer

brand profile

brand representation as a node in social networks 1. corporate entity 2. one or more people representing a brand 3. a mascot

friendvertising

brand's use of social networking to build earned media value and cultivate brand fans

lovemarks

brands that inspire passionate loyalty in their customers

what is a jab?

building a relationship with and engaging with your customers through incredible, heartfelt service and social media. light weight pieces of content that benefit your customer by making them laugh, snicker, ponder, play a game, feel appreciated, or escape.

brand persona

builds brand personality, differentiates brands from competitors, and sets stage for perceived relationship should be consistent with brand's style guide, includes personality traits

user accounts on youtube:

channels

social entertainment

channels and vehicles that offer opportunities for play and enjoyment

personal media

channels capable of two way communication on a small scale

social communities

channels of social media that focus upon relationships and the common activities people participate in with others who share the same interest or identification

owned media

channels the brand controls

taxonomies

classifications created by experts

closed loop:

clicking on a photo brings you back to instagram, not your product or service page.

Core ties

close relationships

Demographic Segment

common characteristics to group people, age

passion-centric

communities joined by people who not only share an interest in the object in question; chances are they are passionate about the object.

A ______ strategy calls for participation with and creation of content for specific groups of customers.

community

email segmenting

companies can merge email addresses from customer databases and website visitor data to target social media users directly

social software applications

computer programs that enable users to interact, create, and share data online

ideation

concepting, brainstorming

social privacy

concerns about disclosing personal information to others antidote for curiosity impulse and creeping

anomie

condition of modern industrial life that alienated individuals from society and potentially results in suicide

anomie

condition of modern industrial life that alienates individuals from society and (potentially) results in suicide

The Rapha Festive 500 is an example of a ______ strategy, where marketers seek to identify influencers and brand advocates.

connect

roving nodes

connected for work female, late 30s, educated, high income

SNS is based on some _______ factor.

connecting factor -Examples: facebook, twitter, linkedin

Maven

connects people sharing knowledge, an expert

influence network

consists of people who communicate information vigorously to one another and also participate in a two-way dialogue with the opinion leader.

external environment

consists of those elements outside the organization, the organization's opportunities and threats, that affect its choices and capabilities

spectators

consume content like other print media

seed

content creating a reason to interact with the brand and others

blogs

content management system that makes it easy for anyone to publish short articles called posts.

no derivs

content may not be remixed and distributed

noncommercial:

content may not be used for commercial purposes.

benefits to users

content must add value to the social community so they see it as a benefit

By using a contribute strategy, marketers may be viewed as demonstrating thought ______.

content through leadership

businesses must consider 3 things when advertising with social media.

context timing nuances of different platforms

In the Converse strategy, the marketer should be a ______, not a ______.

contributor not a promoter

information power

control over the flow of and access to information

hub and spoke structure

coordinated model, people who are cross functionally trained are ready to address various social media needs, most popular

content marketing

core input for social publishing

social media mix

describes the combination of vehicles the strategy will include to attain the organization's objectives

democracy

descriptive term that refers to rule by the people; community appoints or elects leaders based on their demonstrated ability to add value to the group

In a Convert strategy, marketers use tools for ______.

desired outcomes -sales, brand attitudes

social influence

determines whether the flow changes behavior or attitudes power and attractiveness

content

develop interactivity, emphasize relevance, monitor the asset for needed maintenance, respond to visitor feedback, provide new content

open source model

developers post their programs on a public site and a community of volunteers is free to tinker with them, develop other applications using the code, then give their changes away for free started with Linux system

perpetual beta

developers to introduce new features in products even if testing and refinement are not yet complete - refinement is never complete

Perpetual beta

development and release of service being constantly updated

social graphs

diagrams of the interconnections of units in a network

lifestream

diary you keep through social media activities

DAO

digital asset optimization: process of taking stock of the digital content you have and using it to drive buzz. employing SEO for all aspects of digital media.

Handle-Squatting

digital brand name w/ no legit claim ex. "The Gap World"

Behavioral segmenting

divides consumers based on how they act with brand/product

off the network

do not use internet, do not have mobile phones low income seniors

The Social Media Policy

document that explains rules and procedures for employees

digitial asset optimization:

dominate the search engine results page! universal search

why advertise with social media?

drive customers to your site conversations with customers represent and mange your brand raise awareness for cause/promotion/event

creative assets

drive their paid and owned media -124

network effect

each additional user adds value to all users, web 2.0 enables croudsourcing but tends to consumer massive resources

collectors

efficient and organized, use RSS feeds, sorting and rating the content others post, curators

social customer relationship management

embraces software and processes that include the collective intelligence of a firm's customers to more finely tune the offer and build intimacy between an organization and its customers

bonding social capital

emotional support networks social currency

open access sites

enable anyone to participate without registration or identification valuable for sensitive topics and ease of use lowers barriers for misbehavior, anonymity

open access sites

enable anyone to participate without registration or identification. This can be valuable for participation on sensitive topics as well as for ease of use.

tag cloud

enables users to search and retrieve information using tags, provides information about popularity of tags

essence of social media

engagement

social media audit

ensures the team understands the brand's experience in social media

six degrees of separation

everyone is connected to everyone else by no more than six ties, drawn from small-world network model

rich media

ex. tv commercial v. text print ads v. text and graphics magazine ad

flows

exchanges of resources, information, or influence among members of the network actionable components of any social network system in terms of sharing information, delivery of promotional materials, and sources of social influence

VI. Establish Activation Plan

executing/factors to make plan work

In using social media for B2C, what platform is most popular?

facebook

off page optimization

factors that show the search engine that you are credible. ex: link popularity and page rank.

sock puppet

fake accounts with fake sparkling reviews, while slamming the competition.

strategic phase

final phase, utilizes a formal process to plan social media marketing activities with clear objectives and metrics, integration

landing page

first page that a person sees when clicks through an ad to target site, will influence whether visitors stay at site or move on

Should you write your LinkedIn summary in first or third person?

first person personal

trial phase

first phase of the adoption cycle, organizations test out social media platforms but do not really consider how social media can play a role in the overall marketing plan learning to use new form of communication and exploring potential

word of mouth communication (WOM)

flows from node to node more reliable and trustworthy than messages from formal marketing channels creates social pressure to conform, influences 2/3 of all consumer goods sales powerful when product in unfamiliar, new, technologically complex, etc.

word-of-mouth communication

flows from node to node (called influence impressions in social media) and publicity are important forms of earned media. Companies release content through press releases and paid channels, participate in community events and causes, create stunts designed to generate media attention and buzz, and offer exceptional service quality, all with the hope that a brand message will spread.

media multiplexity

flows of communication go in many directions at any point in time and often on multiple platforms

customer relationship management

focuses on what we do with a customer after the first sale

measurement

for organizations to succeed in social media marketing, the must measure it

marketing mix

four p's: product, price, place, promotion

connections

friends, followers, fans

reciprocity:

friendship on these sites based upon sharing and voting on another's stories.

tips for forums:

great for niches lurk and get to know community. be a part of community.

online comunities

group of people who come together for a specific purpose, guided by policies, supported by internet access that enables virtual communication

Online communities

group of people who come together for a specific purpose, who are guided by community policies and who are supported by internet access that enables virtual communication

Crowdsourcing

harnessing the collective power/knowledge of crowd

salesmen

have natural persuasive power

ad equivalency value

if the mention was through paid advertising, the estimate of the value of the advertising in the form of the fees they paid to place the ads

dashboards

illustrates ad effectiveness in terms of reach, engagement, and sentiment

facebook strategy:

include exclusive content. don't pitch products or services. be responsive. tell a story. drive engagement.

tips for rating and review sites:

include relevant keywords for search. respond to negative reviews in a calm manner. unlock your business page. post stickers and badges on your site to encourage reviews. filling out review sites generates inbound links.

marketing objective examples

increase brand awareness improve brand or product reputation increase website traffic amplify or augment public relations work improve search engine rankings improve perceived customer service quality generate sales leads reduce customer acquisition and support costs increase sales/sales revenue

fan base

indicator of the brand's success in establishing a known presence within a community difficult to tell extent of, because liking and sharing is so easy

opinion leaders

influencers or power users, people that others view as knowledgeable sources of information tend to be slightly high in status, education, and class 1. activists 2. connected 3. impact 4. active minds 5. trendsetters

Paradigm Shift

information flows through communication, causes change in beliefs and theories

information encumbered

information overloaded, old media preferred male, early 50s, average edcuation, lower-middle income

social media value chain

infrastructure, channels/hosts, supporting software and services, devices share, create, talk, work, buy/sell, learn

drifting surfers

infrequent internet users, would not mind giving up mobile internet female, early 40s, middle income

connectors

know many people and communicate with them

mavens

knowledgeable about many things

Alternative Seekers

largest greeting card segment, view social media as an answer to staying in touch with family and friends on a daily basis and on special occasions

social presence

level of activity in social media, indicates availability, mood, friend list, status

media sharing tips:

leverage existing media by sharing it. duhhhh. use tags effectively. shorter is better with videos. use open licensing and embedding features. inspire fans to create organic content about your brand.

tech indifferent

light internet users, willing to give up digital connectivity female, late 50s, lower income

how to build an audience for your blog

link and comment to other blogs. content has useful information. link to your blog from other social networks. SEO.

organic seo influencers

link building: on page factors: domain name authority: overall website traffic: social footprint: web hosting:

In using social media for B2B, what platform is most popular?

linked in

blogroll

list of your recommended blog reads in side bar.

top lists:

list the top businesses in vertical categories or geographical areas

monitoring:

listen. use multiple systems. develop schedule/strategy.

The first step in the SMM planning cycle is

listening -setting goals -defining strategies -identify target -audience -select tools -select platform/channel -implement -monitor -tuning

content themes that work well with social news/bookmarking:

lists breaking news games controversey videos and photos

What could happen if you make the wrong choice in setting up your brand's presence on Facebook?

lost access to your account

internet penetration and sharing

low internet penetration, high reporting of oversharing; high internet penetration, low reporting of oversharing

niche markets

marketplaces that offer a relatively small number of items to buyers who tend to be loyal to these outlets (for example, big-and-tall men's stores or bicycles built for two).

media

means of communication

mass media

means of communication that can reach a large number of individuals

VII. Manage and Measure

measuring performance of plan

reasons to keep membership record

member management, product development, promotion, licensing to external marketers

Nodes

members of a network

nodes

members of a network, aka network units people, organizations, articles, countries, etc.

meetups

members of online networks arrange to meet in a physical location

media democratization

members of social communities, not traditional media publishers, control the creation, delivery, and popularity of content majority rule applies

nodes

members of the network; members (also called network units) are connected by their relationships (ties) with each other

sticky

memorable impact, extent to which something captures interest

social footprint:

mentions, syndication:

earned media

messages that are distributed at no direct cost to the company and by methods beyond the control of the company

percentage of ad spend

method that assigns a set portion of the overall advertising budget for the organization to social media activities

ambivalent networker

mobile devices for social networks and texting, takes breaks from connectivity male, young, diverse

prototypes

mock ups developed

focus of objectives

most businesses focus on action steps rather than desired outcomes, but it should be the other way around

digital collaborators

most gadgets to work, play, create, and share male, late 30s, educated, high income

small world network model

most nodes in a social graph are not directly linked to one another but instead indirectly connected via neighboring nodes

dandelion structure

multilayered hub and spoke model, appropriate for companies with strategic business units that still represent a core brand

MySQL

my structured query language

most popular social networking sites:

myspace facebook linkedin google+

Handle

name in social community

6 rules for outstanding content.

native doesn't intterupt doesn't make demands often leverages pop culture micro consistent and self aware

negative word of mouth

negative talk between nodes, weighed more heavily than positive one unhappy customer tells 9 other people

internal social network

network sites built by a specific organization for its own use, limits to members of the organization, more dynamic and interactive

external social network

network sites open to people who are not affiliated with the site's sponsor

content strategies for blogs.

news. lists. how tos. controversy.

derivative branded content

newsfeed stories of brand interactions, seeds content using the network

how popular your content is depends upon:

number quality speed of votes

flows

occur between nodes; exchanges of resources, information or influence among members of the network

cascades

occur when a piece of information triggers a sequence of interactions (much like an avalanche).

negatives of traditional marketing?

one way, static broadcast techonlogies. no instant feed back.

information power

one's control over the flow of and access to information

stunts

one-off ploys designed to get attention and press coverage -111

social media

online --> communication, conveyance, collaboration, cultivation; networks of people interconnected and interdependent, enhanced by technological capabilities

word of mouse

online WOM, ease and speed

inactives

online but aren't social participants

Social Commerce

online buy/sell products assisted by social media ex. groupon, facebook ads

entertainment communities

online communities around music, movies, art, etc. myspace

cyberplace

online community where people connect online with kindred spirits, engage in supportive and sociable relationships with them, and imbue their activity online with meaning, belonging, and identity

social ads

online display ads that incorporate user data in the ad or in the targeting and enable some social interaction within ad unit or landing page customize ad content, data gathered from profiles, actions, apps, interactions more effective than nonsocial ads

fandom

online fan community

social networking sites

online hosts that enable site members to construct and maintain profiles, identify with other members with whom they are connected, and participate using various services the site offers focuses on individual communication and collaboration

social shopping markets

online malls featuring user-recommended products, reviews, and the ability to communicate with friends while shopping

social media

online means of communication, conveyance, collaboration, and cultivation among interconnected and interdependent networks of people, communities, and organizations enhanced by technological capabilities and mobilities

ORM

online reputation management

social storefronts

online retail stores that sometimes operate within a social site with social capabilities

mass connectors

opinion leaders deliver influence impressions, 6.2% of users are responsible for 80% of impressions

mass connectors

opinion leaders who are responsible for the majority of impressions on social media.

social media touchoints

opportunities to interact with social media, leaves impressions, makes up data that marketers use to paint social identity

legitimate power

organizational authority based on rights associated with a person's appointed position

legitimate power

organizational authority based on rights associated with a person's appointed position.

social media policy

organizational document that explains the rules and procedures for social media activity for the organization and its employees

social media policy

organizational document that explains the rules and procedures for social media activity for the organization and its employees protects company in legal sense, encourages employees to participate in consistent ways

transition phase

organizations enter this phase when they mature in their use of social media marketing

What is the difference between a Facebook page and profile?

page: for business (commercial) profile: individuals (non-commecial)

native advertising

paid advertising that is based on a form unique to the vehicle within which it is placed

social communities as public venues

particularly young people view social media profiles as forms of produced self, lower levels of privacy salience

core ties

people with whom we have very close relationships. These people may or may not be in a position to provide solutions to some problems we face (or we may not want them to know about these in some cases).

privacy paradox

people's willingness to disclose personal information in social media channels despite expressing high levels of concern for privacy protection

opinion leaders (also called influencers or power users)

person who is frequently able to influence others' attitudes or behaviors.

php

personal home page

phpbb

personal home page bulletin board

devices

pieces of equipment used to access internet and range of activities in which we participate online

propagation brief

plan not for the people you reach but for the people they will reach

experience design

plan to create more than a passive ad, experience that people will want to share

propagation brief

planning document for social media

Social Entertainment

play and enjoyment online ex. games, music

stunts

ploys designed to get attention and press coverage

positive outcomes of high engagement

positive WOM, enhanced perceptions of brand equity, sales, brand fans, loyalty

crowdsourcing

process that harnesses the collective knowledge of a large group of people to solve problems and complete tasks

niche products

products that appeal to small and specialized groups of people

Every brand has a face. Therefore, it is important for you to have a ______ picture on LinkedIn.

professional profile

most social networks include:

profiles connecting private messaging public messaging groups photos events status updates

why a brand profile is not owned media

profiles are developed within the confines of the social vehicle, must leverage features to develop meaningful social presence

application programming interface (API)

programming model that enables a piece of software to interact with other software

interruption-disruption model

programming that is interesting enough to attract people to watch or listen, then interrupt the program to bring you a commercial message relies upon attracting as many people as possible

marketing objectives social media achieves

promotion and branding customer relationship management and service recovery marketing research retailing and ecommerce

two-step model of influence

proposes that a small group of influencers are responsible for dissemination of information because they can modify the opinions of a large number of other people. When the authors run extensive computer simulations of this process, they find that the influence is driven less by influentials and more by the interaction among those who are easily influen

integrated marketing communications plan

provides in-depth detail on the execution of the promotional portion of a brand's marketing plan

how brands enhance participation

providing experiences for users that are worth participating in and telling others about

curiosity impulse

prurient impulse, to feed interest about others

center of excellence model

pulls people with different kinds of expertise from across the organization to participate -134

engagement and purchase intent

purchase intent is higher for brands with interactive profiles spending amount, loyalty, recommendations

internal environment

refers to the strengths and weaknesses of the organization, the controllable elements inside a firm that influence how well the firm operates

maintained social capital

refers to the value we get from maintaining relationships with latent ties

ad equivalency value

refers to what the value of the mention would be if it had come through a paid advertising placement rather than a volunteered comment.

ties

relationships between nodes, based on various affiliations such as kinship, friendship, shared experience, etc.

strong ties

relationships with at least three connection streams between you and your friend that extend over several years and multiple shared experiences

Social Community

relationships, common activities people do through two-way/multi way comm. ex fb

social community marketing objectives

relationships, promotion, branding, customer service, customer relationship management, marketing research

mobile newbies

relatively new to mobile connectivity, old media focus female, late 50s, lower education, lower income

interruption marketing

relies heavily on interruption marketing where companies purchase the right to interrupt people and demand their attention. EX: super bowl commercial

the _________ in the offline world applies to the online world.

same code of ethics

GPS technology

satellite system that provides real time location and time information

ranking

search engine display findings in order of relevancy

SEM

search engine marketing

SEO

search engine optimization -the process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results

SERP

search engine results page

search terms

search terms, words, or phrases, selected by the user when making a search in a search engine, including:

transition phase

second phase of the adoption cycle, social media activities still occur somewhat randomly or haphazardly but a more systematic way of thinking starts to develop

benefit segmentation

segmenting markets according to the benefits they seek fro the products available consumers want meaningful relationships with brands

psychographic segmentation

segmenting markets based on personality, motives, lifestyles, and attitudes and opinions richest picture of consumer segment

geographic segmentation

segmenting markets by region, country, market size, market density, or climate

behavioral segmentation

segmenting markets into groups based on how they act with regard to a brand or product category

online gated communities

selectively allow access to only some people may offer a high degree of social capital

immediacy impulse

sense of relief in that contact is without delay

contact comfort

sense of relief we feel from knowing others in our network are accessible

creative commons:

set of copyright licenses. has 4 conditions.

social network

set of socially relevant nodes connected by one or more relations

folksonomies

sets of labels, or tags, individuals choose in a way that makes sense to them

good content is....

share-able, relevant, and valuable.

organic social ad

shared on activity stream following a brand interaction, only when consumer has enhanced credibility

oversharing

sharing too much, behavior motivated by the validation impulse, affinity impulse, or contact comfort

positioning statement

single written statement that encapsulates the position the brand wishes to hold in the minds of its target audience

what is social networking?

site where people connect with friends.

vertical networks

sites designed around object sociality narrow, deep focus of SNSs that differentiate themselves members are more involved like niche markets

vertical networks

sites designed around object sociality, or the ability of an object to inspire social interaction.

vertical networks

sites designed around object sociality, the narrow deep focus of social networking sites that differentiate themselves because they emphasize some common hobby, interest, or characteristic that draws members to the site, members are more involved

social publishing

sites that aid in the dissemination of content to an audience blogs, microsharing, media sharing, social bookmarking, news

Social Publish

sites that help spread content to audience ex. youtube

meme

snippet of cultural information that spread person to person until eventually it enters the general consciousness

meme

snippet of cultural information that spreads person to person until eventually it enters the general consciousness

social capital

social currency, value lies in providing access to others

transition phase

social media activities still occur somewhat randomly or haphazardly but a more systematic way of thinking starts to develop within the organization -112

real time marketing

social media conversation on the fly, resonate with that moment, planned or spontaneous short lifespan but works because timeliness and relevance

centralized structure

social media department functions at senior level that reports to CMO or CEO and is responsible for all social media activations, all social media may not be adequately represented, customer care may suffer

percentage of ad spend

social media marketing budget method, assigns a set portion of the overall advertising budget for the organization to social media activities

objective and task method

social media marketing budget method, considers the objectives set out for the campaign and determines the cost estimates for accomplishing each objective

competitive parity method

social media marketing budget method, uses competitors' spending as a benchmark, based on belief that spending the same or more on social media marketing will result in a comparable change in share of attention for the brand

strategy, tactics, and practice.

social media should fit with your brand strategy. don't let traditional marketing limit you. lurk before you begin.

immediate altruistic responses (IAR)

social media users aid calls during crisis

bots

social media zombies, automated responses

SNS is an acronym for _____, which is definer as an online service for _________.

social networking site/service building and maintaining relationships

social community zone channels

social networking sites, message boards and forums, wikis

APIs

social networks include applications - built through application program interfaces. examples of facebook app providers: tabsite wildfire static html

social object theory

social networks will be more powerful communities if there is a way to activate relationships among people and objects

klout

social reputation indicator that measures relative influence across several social communities uses quality indicators and information flow higher score, greater influence

digital marketing

social, email, mobile, search --> any digital technology facilitate marketing process, customer interaction and engagement

SaaS

software as a service

object

something of common interst

creative assets

something to drive their paid and owned media (ie: GEICO's gecko)

activation tools

something to support other marketing efforts

significant ties

somewhat close connections, but less so than core ties

Significant ties

somewhat close relationships

revenue stream

source of income

objective

specific statement about a planned social media activity in terms of what that activity intends to accomplish

how search engines work

spiders - crawl sites index the sites store results user query search engine alogrithm

common problems in organic search:

spiders unable to navigate site. no site map. nonoptimized navigation structure. diluted link popularity of key pages. no index/no follow or robots.

crawling:

spiders/bots search the internet and read and review websites and attempt to understand what they are about and what their content means.

going viral

spreading through social networks rapidly

business model

strategy and format a business follows to earn money and provide value to its stakeholders

monetization strategy

strategy of how a business earns revenue

internal environment

strengths and weaknesses of the organization, the controllable elements inside a firm that influence how well the firm operates

social media networks

structure for social interactions, focus on acquiring and maintaining relationships, activities of conversation and collaboration

organic structure

structure where no on person owns social media

centralized structure

structure where the social media department functions at a senior level that reports to the CMO

trial phase

the first phase of the adoption cycle

tipping point

the point at which a series of small changes becomes significant enough to cause a larger change

strategic planning

the process of identifying objectives to accomplish, deciding how to accomplish those objectives with specific strategies and tactics, implementing the actions that make the plan come to life, and measuring how well the plan met the objectives -106

radical trust

the trust bestowed on others when organizations shift control to their consumers and users those participating are not vetted

social media marketing maturity

they plan systematically to ensure social media marketing activities are consistent with their marketing and marketing communications plans and are capable of meeting specific marketing objectives

secondary content

things that others create we feel are worth redistributing to out social networks

A key rule in using LinkedIn for B2B is to_______before you post.

think -use marketing tools wisely

brand fans

those who are enthusiastic about a brand, loyal and affectionate

law of the few

three types of people help to spread viral messages 1. mavens 2. connectors 3. salesmen

social netwroking fatigue

tiredness from need to manage multiple community accounts as well as the steady streams of content flowing from multiple networks

affinity impulse

to acknowledge a liking or relationship with individuals and reference groups

scalability

to be able to grow and expand capacity at needed without negatively, or minimally, affecting the contribution margin of the business

altruistic impulse

to express moral beliefs through social media value-expressive function

validation impulse

to feed one's own ego and eliminate perceived external threats and self-doubts ego-defensive function

Why is your LinkedIn headline important?

to get attention and introduce yourself

statuscast

to post updates to one's status from a game regarding accomplishments

personal utility impulse

to seek information, incentive, entertainment, or convenience what's in it for me?

cloud service

tool to organize competitive info and to monitor news and social activity

social sharing tools

tools, widgets, applications to reveal elements of digital identities

influence network

two way dialogue, influence can be driven by influencers and interactions among those who are easily influenced

community

unified body of individuals, unified by interests, location, occupation, common history, or political and economic concerns

community

unified body of individuals, unified by interests, location, occupation, common history, or political and economic concerns share membership, proximity, and interest

basic SEO strategies

url or domain name title tag content links

handle-squatting

use of a digital brand name by someone who really doesn't have a claim to the brand name

retargeting

use targeted ads to remarket to increase frequency of exposure of message

what is social news?

users submit and vote on content.

competitive parity method

using competitors' spending as a benchmark

social media marketing

utilization of social media technologies, channels, and software to create, communicate, deliver, and exchange offerings that have value for an organization's stakeholders

bridging social capital

value we get from others who provide access to places, people, or ideas we might not be able to get to on our own

bridging social capital

value we get from others who provide access to places, people, or ideas we might not get on our own weak ties have a hand in this

social identity

version of self that is online, represented by profiles

response device

viewers can click on ads to reach target landing page using this, a click through

social graphs

visual social network, a diagram of the interconnections of units in a network

link building:

volume, diversity, trust factor

e-commerce

websites that allow customers to examine different brands and to conduct transactions via credit card

medium/channel

what communication travels by/on

II. State Objectives

what you expect to accomplish, specific, measurable, realistic

cascades

when a piece of information triggers a sequence of interactions

flaming

when a post contains all capital letters to express anger

flaming

when a post contains all capital letters to express anger.

social lock-in

when a user is unable to transfer social contacts and content from one social network to another

permission marketing

when consumers consent to being marketed. This form of marketing may add value to consumers' lives, causing them to welcome and request certain marketing messages. EX: opt-in email

strategic phase

when organizations utilize a formal process to plan social media marketing activities with clear objectives and metrics

digital mobility

whether an individual welcomes mobility as a way to delve further into digital communications or keeps Internet communication technologies at a distance

SWOT analysis

will highlight relevant aspects of the firm's internal and external environment that could affect the organization's choices, capabilities, and resources

marketing plan

written, formalized plan that details the product, pricing, distribution, and promotional strategies that will enable the brand in question to accomplish specific marketing objectives

marketing plan

written, formalized plan that details the product, pricing, distribution, and promotional strategies that will enable the brand in question to accomplish specific marketing objectives -106

are you a brand?

yes, you want to be able to sell yourself. anywhere and to anyone.

social media mix

zones of social media make up the channel and vehicle choices available, combination of vehicles the strategy will include to attain the organization's objectives

Social Media Mix

zones of social media make up the channel and vehicle choices available, combination of vehicles the strategy will include to attain the organization's objectives -121

Social media marketing ethics don't involve

Employing information gathering software on social profiles

Social Media Marketing

Pros: cheap, interactive, measurable, Con: time consuming, go away easily

creative assets

characters or other recognizable features that drive paid or owned media

Validation Impulse

-why we log in -Focuses on the self. Feeding one's own ego.

Affinity Impulse

-why we log in -desire to ACKNOWLEDGE a liking and/or relationship with individuals and groups.

Altruistic Impulse

-why we log in -participates in social media want to do something good. ex. bat kid

Contact Comfort and Immediacy Impulse

-why we log in -people have a natural drive to feel a sense of psychological closeness to others

Prurient Impulse

-why we log in -people may feel CURIOUSITY about others and want to feed interest

Social Media Marketing Plan Outline:

...

ratings and reviews:

...

What is Content Marketing?

"The process for developing, executing and delivering the digital content and related assets that are needed to create, nurture and grow a company's customer base."

What was the main message Sean Parker conveyed about advertising on Facebook?

"You don't want to ruin it with ads cause ads aren't cool "

What are the parts of the Social Media Cycle?

(Finding a Strategy) 1. Listening 2. Developing Goals 3. Developing Strategies (Developing Tactics) 4. Identifying Target Market 5. Selecting Tools 6. Selecting Platforms and Channels (Execution) 7. Implementation 8. Monitoring 9. Tuning

How do you set Social Media goals?

(coming back to this one)

What are some different uses for microblogging? (6)

1. Classic Tweets 2. Opinion Tweets 3. Mission Accomplished Tweets 4. Entertainment Tweets 5. Question Tweets 6. Picture Tweets

What are the 4 ethical guidelines you should follow on Social Media?

1. Honesty 2. Privacy 3. Respect 4. Responsibility

lurkers

90% of any online community, can spread secondary content rapidly

web hosting

?

True

A demographic of people most likely to be interested in your product or service is your target audience.

False

A good habit to get into is to post 75 percent promotional content and 25 percent non-promotional content on social media.

See which platforms your competitors are on.

A good way to see which social media platform(s) a company should be on is to

What is a webinar?

A seminar type live stream where a speaker gives out information live and answers questions.

What is a podcast?

A serialized audio or video "broadcast" of information for people to download and listen to.

What is photo sharing?

A site that lets users upload photos and other images for public or private consumption, allowing others to comment, rate, and tag the pictures.

What is a Social Media Plan?

A systematic plan where a social media strategy is outlined and illustrated.

Social Media Marketing Jobs

Editor, Marketing Manager, Coordinator, Director, Specialist, Strategist, and Intern

In an effort to improve social media presence, companies such as Dr Pepper are now displaying specific CTAs in TV ads using:

Hashtags

List and describe the 4 principles of SMM ethics

Honesty - tell the truth, be transparent Privacy - seek consent Respect - treat them right Responsibility - own up (Acknowledge: what is the problem Apologize: calm, resolve Act: promise realistically, do)

I. Understand Background and Conduct a Situational Analysis

Identify internal and external environment, conduct SWOT analysis

Marketing Objectives and Social Media

Increase awareness, Influence desire, Encourage trial, Facilitate purchase, Cement brand loyalty, and Recover from service failures

Which answer best describes an indirect value-driving mechanism?

Invest in creating social media activities that would modify or reinforce the desired brand associations

What are the three types of Media?

Paid: Things such as advertising/banners where you pay to put out content on a platform. Owned: Corporate pages, social media where the content and platform is yours. Earned: When users on social media put out content ala word of mouth.

Which of Walmart's social media strategies was considered successful?

It's Facebook page

LARA Framework

Listen to customer conversations Analyze conversations Relate information with enterprise systems Act on customer conversations

LARA framework

Listen to customer conversations Analyze those conversations Relate this information to existing information within your enterprise Act on those customer conversations

The passive engagement strategy focuses on

Listening

What does Optimization mean in SMM?

Make everything as visible as possible to people on the platform as well as search engines.

brand (AMA definition)

Name, term, design, symbol, or any other feature that identifies one sellers good or service as distinct from those of other sellers

Social Media Value Chain

Organizes the complex environment into its core components - Infrastructure, Channels/Hosts, Supporting Software and Services, and Devices (Share, Create, Talk, Work, Buy/Sell, and Learn)

What are the principles for success in Social Media Engagement?

PARC: 1. Participatory 2. Authentic 3. Resourceful 4. Engaging.

Which of the following statements is FALSE?

People on social networks seek out brand relationships.

What's the difference between permission marketing and interruption marketing?

Permission Marketing: I ask your permission to display and send you marketing content. Interruption Marketing: I pay the producer of content to interrupt their content with my own.

Should SMM be aligned more with permission marketing or interruption marketing?

Permission, because its more earned attention and that makes more sense with SMM -more interaction is important especially when the customer wants to interact

What is a Persona? How does a marketer go about creating one?

Personal roles and customer profiles; target different segments and create different personas based on that. Three step process: 1. Identify personal roles 2. List needs and situational triggers. 3. Create messaging objectives.

False

Post frequency was listed as a social media marketing goal in this chapter.

Traditional Marketing

Pro: tangible Con: costly, one-way, hard to measure

What are the pros and cons of viral videos?

Pros: Goes viral and attracts a wide audience. Cons: Really, really hard to predict what will go viral.

tools for monitoring:

RSS google alerts check at least once or twice a day

According to the text, marketers should consider two broad types of risks when thinking through the potential downsides and costs of their social media marketing ideas. Identify one of those risks:

Risk that nobody pays attention

What are Social Media Marketing Ethics?

Same ethics as regular marketing, but apply 4 principles: 1. Honesty 2. Privacy 3. Respect 4. Responsibility

How do you determine Return on Investment? (5)

Since it is hard to calculate a direct ROI due to the fuzzy nature of social media, there is often a proxy ROI designated. 5 common examples include: 1. Brand awareness 2. Customer satisfaction 3. Sentiment analysis 4. Share of voice 5. Net Promoter scores

Why is communicating with citizens from countries other than the US important for social media marketing

Social media is international, with adoption and usage on the rise in many countries

Why is Word of Mouth important on Social Media?

Social media isn't a platform for self-advocacy as much as building advocates. WOM is built on building brand advocates.

SMM platforms

Social media platforms used in marketing a product/brand

What are SMM tools?

Software designed to support or automize various social media activities.

Digital Infrastructure

Software, devices, and people that help carry about the Social Media Value Chain

SMART Objectives

Specific Measurable Action oriented Realistic Time-lined

Goals should be SMART, which is an acronym for

Specific Measurable Attainable Relevant Time bound

According to the social media rules for engagement, what is NOT recommend

Sticking to a marketing message regardless of the social channel

Authenticity can be described as

Telling the truth in a personable and genuine manner

What is a Call to Action and why is it important?

The behavior you would want the potential customer to exhibit at each stage of your marketing campaign. It's important because it allows you to increase the level of interaction and engagement through small, incremental steps.

was generated by users (fans/customers)

The best part about GoPro's social media content strategy is that most of the content

What is the SMM Targeting Process?

The name explains the thing. 4 Stages: 1. Define target audience and segments. 2. Develop media plan for each target segment. 3. Create Personas for each segment. 4. Optimize media schedule and posts.

What is Big Data?

The process of widespread collection and analysis of user data on social media.

Why are the best practices for rules of engagement important for social media marketers

They serve as a guide to help marketers avoid common mistakes that occur when first using social media

Social Media Marketing

The utilization of social media technologies, channels, and software to create, communicate, deliver, and exchange offerings that have value for an organization's stakeholders

Why are social networks so useful for businesses that sell to consumers?

They are a great way to find and reach potential customers.

Scalability

To be able to grow and expand capacity as needed without negatively (or at least minimally) affecting the contribution margin of the business

Web 2.0

Today's current version of what allows users to interact with senders.

How do you monitor progress?

Track your progress on platforms, measure using qualitative and quantitative metrics, then evaulate your progress against your goals.

A benefit of marketing with social networks is: companies can build brand awareness.

True

A benefit of marketing with social networks is: companies can conduct market research.

True

A benefit of marketing with social networks is: companies can find new customers.

True

A benefit of marketing with social networks is: companies can find talent and new employees.

True

A benefit of marketing with social networks is: companies can use them as a distribution channel for marketing messages.

True

SM platforms

Websites that facilitate social networking

Goals, Content, Targeting

What does the acronym GCT stand for?

According to the text in Section 4, when doing social media marketing, a company should consider who gets the value and:

When the value is generated

What is a Passive Social Media Marketing Strategy?

Where you spend the majority of your time listening to what people are saying about your brand, its competitors, and the category or industry. Focus on responses to posts rather than generating content.

Which statement below best represents a value-driving perspective?

Whether if an objective is achieved, it would contribute something positive and valuable to the brand

reputational capital

based on shared beliefs, relationships, and actions of those in the community such that norms, behaviors, and valued held are shared and support a community reputation

reputational capital

based on the shared beliefs, relationships, and actions of those in the community such that norms, behaviors, and values held and shared by individuals ultimately support a community reputation

tradigital marketing

characterized by improvements in interactivity and measurement, but it retains the primarily vertical flow of power in the channels of communication and distribution

perfect right hook always has 3 characteristics.

call to action is simple and easy to understand. perfectly crafted for mobile and digital devices. respect nuances of different social networks.

what is a right hook?

call to action that benefit your business. show ROI and results. converts traffic to sales.

benefits of a blog:

can be integrated with other social media. converse with customer base. offer your opinion. link to related blogs. alert customers on new and cool shit. share community involvement.

Scalability

capability to operate under an increased workload

vehicles

caries the message in a medium/channel

css

cascading style sheets

growing pains of social media sites

challenges in how to let people easily access multiple sites and to understand where they go and why

digital primacy

change in the culture of wired individuals who turn first to digital channels for communication, information, and entertainment

The video demonstrates the process of co-______in SMM, where consumers work with marketers in developing product ideas and spreading the word about the brand.

co-creation

entails consumers and marketers working together in SMM

co-creation

In a ______ strategy, co-creation of marketing efforts is required.

collaborate

wikis

collaborative online workspaces that enable community members to contribute to the creation of a useful and shared resource

social listening

collect insights on social media from customers as they discuss their lives, interests, needs, and wants

popular features of blogs.

comments blogrolls trackbacks subcriptions

staffing

committing staff time to posting, responding, and developing content

media movers

create content, share with mobile devices, high attachment to the internet, all about connectivity male, 30s, family oriented, middle income

what makes a great story?

creates an emotion. must be compelling and native. must understand users. stay true to brand.

message strategy

creative approach used throughout the campaign, flows from the brand's positioning statement

experience brief

creative brief but with a social media focus on interactive experiences, social sharing, and engagements

overall website traffic:

ctr, bounce rate

Web 2.0

current version of the internet, allows users to interact with senders

brand engagement

customers' behavioral manifestation toward a brand or firm, beyond purchase, resulting from motivational drivers a contiuum, acknowledgement at one end and meaningful interaciton/strong relationship at the other leads to becoming brand ambassadors 40% online consumers are friends or fans of a brand on a social networking site

homophily

degree to which a pair of individuals is similar in terms of education, social status, and beliefs can predict collaborative online relationships and connectivity

emotional contagion

experiment concluding that emotions are influenced by the emotions of others on Facebook news feeds could be manipulated to induce feelings of fear, guilt, and other emotions used as advertising appeals

privacy salience

extent to which worries about sharing too much information impact our online behavior

desktop veterans

high speed internet and desktop male, mid 40s, education, high income

holistic structure

honeycomb model, least used, all employees are empowered to use social media and to do so according to company strategy

media sharing sites

hosts content, typically video, audio, photos, presentations, documents

Affinity

how close is the relationship between the user and the content/source.

decay

how recent/current is the content?

social persona

how the brand will behave in the social Web, what voices will be used, and how deeply the brand will interact with customers

social persona

how the brand will behave in the social web, what voice will be used, how deeply the brand will interact in the social space with customers

html

hyper text mark up language

cloud service

ie. RivalMap, organizes competitive information and monitors news and social activity

cloud service

ie. RivalMap, organizes competitive information and monitors news and social activity -115

Digital Brand Name Availability

if username is available or not

IMC

integrated marketing communication -means integrating all the promotional tools, so that they work together in harmony.

currency of social networking sites

interaction

asynchronous interactions

interactions that do not require all participants to respond immediately

synchronous interactions

interactions that occur in real time

forums

interactive, online versions of community bulletin boards threaded discussions among members about an interest

value of shared positive opinions and branded content

invaluable because of influence attributed to individual, personalized brand endorsements

user generated contest campaign (UGC contest)

invites consumers to engage and interact while they develop shareable content

time horizon

it can take months for a social media campaign to build awareness

Digital Identity Issues

job seekers will have their info checked

blog strategy:

keep post to single topic. long posts include scannable items. set a goal (1 post per day) respond to comments.

bonding social capital

kind of emotional support that involves making connections with other people in similar situations. For example, people who struggle to lose weight or fight addictions often prevail because they are part of a group that helps them with these battles, such as Weight Watchers or Alcoholics Anonymous

joiners

maintains profiles one one or more social media and visit regularly

integrated marketing communications (IMC) plans

marcom plans, provide in-depth detail on the execution of the promotional portion of a brand's marketing plan

social footprint

mark a person makes when he or she occupies digital space, impression

Psychographic Segment

market based on personality, motives

Benefit Segment

market to people based on benefits of product

paid media

marketers are assessed monetary fees for this media, including for space and endorsements

social media stakeholders

marketing sales public relations client services executives product teams human resources

social embassies

marketing controlled by a social vehicle but that are not paid, earned, or owned

center of excellence model

marketing department that pulls people with different kinds of expertise from across the organization to participate

niche markets

marketplaces that offer a relatively small number of items to buyers who tend to be loyal to these outlets

search

matches ranking with keyword relevance and number of quality reviews.

(high) switching costs

once our social graph is firmly ingrained in a particular host community, the time and effort to shift may outweigh the benefit we think we will get if we move to a new community service

digital native

one born in an era in which digital technology has always existed

stunts

one off ploys designed to get attention and press coverage

push messaging

one way communication delivered to target audience

reward power

one's ability to provide others with what they desire.

Social Capital

people accumulate resources from access to others

weak ties

people where your relationship is based on superficial experiences or very few connections

mavens

people who are knowledgeable about many things

salesmen

people who influence others with their natural persuasive power

passion-centric

people who join communities probably not only share an interest in the object in question; they are passionate about the object

connectors

people who know many people and connect with them

lurkers

people who review site content but do not actually contribute

citizen advertisers

people who share their views about a product or service even though they are not affiliated with the company

influencers

people who will propagate your message

significant ties

people with whom we have somewhat close connections

core ties

people with whom we have very close relationships

latent ties

pre-existing connections that we have discarded

latent ties

pre-existing connections that we've discarded

traffic

presence on a social site -129

briefing

presentations to teams

4 P's

price, product, place, promotion

institutional privacy

privacy from the use of data by the institution providing the service and third parties

BP takeaways

proactively build a positive reputation online. claim your company's name in social media space. monitor use of your brand name online.

message internalization

process by which a consumer adopts a brand belief as his or her own, facilitated by likable and credible brand personas

tagging

process social media users undergo to categorize content according to their own folkonomy

critics

reactors, posts comments, ratings, reviews - most utilized source of information

expert power

recognition of one's knowledge, skills, and ability

weak ties

refer to contacts with whom your relationship is based on superficial experiences or very few connections

impression

refers to a view or an exposure to an advertising message.

referent power

refers to authority through the motivation to identify with or please a person

negative word-of-mouth

refers to negative comments, which are weighed more heavily by consumers than positive comments.

message strategy

refers to the creative approach we will use throughout the campaign

word-of-mouse

refers to the ease and speed with which people share brand experiences, recommendations, and product-related opinions with others, both negative and positive.

Reputation economy

reputation is shaped by the contributions of consumers

situation analysis

research and assess the environment - industry, competitors, product category, consumer market details the current problem or opportunity the organization faces

situation analysis

research done on the industry and competitors, the product category, and the consumer market that details the current problem or opportunity the organization faces

social exhaust

residues of interactions with and about brands

social capital or social currency

resources whose value flows to people as a result of their access to others

silo department

responsibility of social media to one department

social commerce channels

reviews and ratings, deal sites, deal aggregators, social shopping markets, social storefronts

RSS feed

rich site summary. allows you to view the site from inboxes.

social media manager

role of overseeing, managing, and championing the social media strategy internally

democracy

rule by the people community appoints or elects leaders based on their demonstrated ability to add value to the group

In a Comprehend strategy, what should be considered?

rules of engagement

norms

rules that govern behavior

norms

rules that govern behavior in order to operate many unspoken

sharealike:

subsequent versions of the content must be released under a compatible licensing scheme.

social object theory

suggests that social networks will be more powerful communities if there is a way to activate relationships among people and objects

activation tools

support other marketing efforts through startup

RSS feeds

syndicators of content that send content directly to subscribers

conversationalists

talking at lease weekly through social media youngest, female

In a Categorize strategy, SM platforms are grouped by ______ for ______.

target market for return on investment

social media profile

target market analysis, demographics, geodemographics, psychographics, product usage characteristics, social activities and styles, participation, channels, behavior

hub and spoke model

team of people who are cross-functionally trained and are ready to address various social media needs

how to engage?

tell your story through native content across all platforms. particularly at the moment when they are making a purchasing decision.

discovery

term used to describe the research stage of the plan

coercive power

the ability to punish others.

earned reach

the breadth and quality of contact with users

presence

the effect that people experience when they interact with a computer mediated or computer generated environment the better ones supply tangible characteristics that create the sensation of actually being in a place

presence

the effect that people experience when they interact with a computer-mediated or computer-generated environment

return on emotion

the extent to which a brand has delivered a value in exchange for the emotional attachment fans have awarded it

object sociality

the extent to which an object can be shared in social media.

object sociality

the extent to which users can share an object in social media

social identity

the information about an individual available in social media, including profile data and ongoing activity digital footprint + lifestream

media democratization

the members of social communities, not traditional media publishers such as magazines or newspaper companies, control the creation, delivery, and popularity of content.

V. Create Experience Strategy for Zones

the message we want to share, develop

social games

the most advanced channel in the social entertainment zone

advertising

the paid placement of promotional messages in channels capable of reaching a mass audience

tags:

word assigned to a piece of content. used to search content that is not textual. space seperated and comma seperated tags. BP: error on the side of too many tags.

SMM is based on WOM, which is an acronym for...

word of mouth

influence impressions

word of mouth communications in social media

popular blogging platforms:

wordpress blogger tumblr

what is a SMM plan?

written details of SMM goals, strategies, and actions

handle

your username in social communities

What is SEO? What are its two forms?

"A diverse set of activities to increase the number of visitors to a website." It has its onsite and offsite forms.

What are the 4 important aspects of SMM?

1)creating buzz on newsworthy events, videos, etc 2)enabling fans to promote or message themselves 3)Encourage participation 4)integrating social media int a larger media ecosystem of owned, paid, and earned media

What are the 5 things (stages) you are listening for when Listening and Observing?

1. Listen to conversation about a brand or company. 2. Listen to what people say about the competitors 3. Listening To What People Say About The Industry or Category 4. Listening For The Tone of the Community 5. Listening To Different Social Media Platforms and Channels

What are the 9 elements in the Social Media Marketing Planning Cycle?

1. Listening 2. Setting Goals 3. Defining Strategies 4. Identifying Target Market/Audience 5. Selecting Tools 6. Selecting Platforms and Channels 7. Implementation 8. Monitoring 9. Tuning

What is a SMM Plan?

A SMM Plan details an organization's social media goals and the actions necessary to achieve them. Key among these actions is the understanding of corporate and marketing strategies and the creation of promotional strategies.

What is Customer Profile Analysis?

A description of your ideal customer, creating a "profile" of what they'd be like.

Online Communities

A group of people brought together by the internet with a common interest or goal

What is an Active Social Media Marketing Strategy?

Create content and engage in conversations through different social media channels. Actively creating and building social media profiles. Starting conversations as well as participating.

Strategic social media marketing should be intended to completely replace company to consumers information flows with consumers to company and consumers to consumers.

False

What are the best types of keywords to use for SEO?

Long tail keywords

Social Media

Online means of communication, conveyance, collaboration, and cultivation among interconnected and interdependent networks of people, communities, and organizations enhanced by technological capabilities and mobility.

Digital Native

Originated in 2001 in an article by Marc Prensky titled "Digital Natives, Digital Immigrants," - people who were born in an era in which digital technology already existed

What are paid, owned, and earned media?

Paid: commercial, newspaper ad Owned: business's website earned: reviewers, good word of mouth

diffusion of innovations

Roger's theory that presents characteristics of innovative products that explain the rate at which people are likely to adopt these new options 1. relative advantage 2. ability to observe and try 3. compatibility with life 4. simplicity of use

Each strategic objective must be SMART, which stands for:

Significant, Measurable, Actionable, Realistic, Time-based

True

The key to success for any business on social media is how it connects with their audience on an authentic level.

235 Million

Under Armour is spending over _______ dollars on digital/social media marketing.

The NYPD Twitter campaign displayed what type of marketing?

Unstrategic social media marketing

What's the difference between interruption marketing and permission marketing?

While interruption marketing interrupts content and demands an audience's attention, permission marketing relies on attention being earned from the audience, as consumers consent to being marketed.

False

Your local floral shop has finally decided to implement a social media marketing strategy. You would be wise in telling them to start marketing on all of the social media platforms.

Social Network

a web of social relationships that link individuals or groups to one another

marketing plan

a written, formalized plan that details the product, pricing, distribution, and promotional strategies that will enable the brand in question to accomplish specific marketing objectives

twitter strategy

between 11 am and 6 pm ask for retweets sometimes. leave 20 characters to get retweeted. don't brag. spin your story. expand your universe. leverage trends. promote tweets. look for opportunities to engage.

Web 1.0

earlier version of the internet, one way communications

Flows

exchanges of resources, information, or influence among members

social network theory

explains how networks (either online or off) work; study of how people, organizations or groups interact with others inside their network.

with social media always...

have clear goals measure roi don't expect overnight results provide great experience for customers

horizontal revolution

information does not just flow top-down, we communicate with huge numbers of people by a click on the keypad, information flows across people

Lifestream

journal of digital life ex. FB 10 year vids

4 types of tags

meta description title tag alt tag h tag

what are forums?

modern version of community bulletin boards. focus on discussion.

Digital Identity

online identity and info, username, password, fb name

cyberplace

people connect online with kindred spirits, engage in supportive and social relationships with them, and imbue their activity online with meaning, belonging, and identity online community

strategic planning

process of 1. identifying objectives to accomplish 2. implementing the actions that make the plan come to life 3. measuring how well the plan met the objectives

market segmentation

process of dividing a market into distinct groups that have common needs and characteristics 1. geographic 2. demographic 3. psychographic 4. benefits sought 5. behavior

strategic planning

process of identifying objectives to accomplish, deciding how to accomplish those objectives with specific strategies and tactics, implementing the actions that make the plan come to life, and measuring how well the plan met the objectives three-tiered: corporate to business to functional areas, including marketing

User-defined content

production of content by the general public; trends on twitter

types of social media

social networks blogs/microblogs media sharing social news/bookmarking forums/wiki/gaming/couponing/music

activation tools

support other marketing efforts -111

popular software for forums:

vbulletin invasion power board phpbb drupal


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