MAR 4721 Exam 2

like Google Alerts; track KWs being tweeted

TweetAlarm

marks a keyword and turns it into a query if clicked

# hash tag

channel firms who take title or ownership to the goods being distributed via the channel

Wholesalers & Reatailers

an external ad service that works on Twitter An advertising platform that connects advertisers with tweeters Provides robust targeting and detailed analytics Advertiser "bids" to place ads on popular Twitter accounts such as @KimKardashian

Sponsored Tweets

Dont spam: "check out my producs/page" Follow style rules: No slang Give credit to original author for Retweets Stick to 140 characters Follow people who follow you

Tweet Etiquette

good for managing large contests on Twitter

TweetAways

like a Yahoo! for twitter; categorizes Twitter users

Twellow

adds a button at the bottom of page; if a user clicks this it will send a description of your page to their followers

Twit This

firms who do not have any offline branches Amazon

Virtual Merchant Model

4 types of Corporate brand tweets

-Company/Industry news -Customer Support -Feedback -Special Offers

multichannel merchants such as catalog merchants like LL Bean

Paper & Clicks Model

only limited by the imagination of the etailer and the culturally learned assumptions of the consumer. Three levels site design page design link design

information design

the specific information displayed to specific consumers at a specific time.

information mix

once a consumer learns a particular interface or a particular style of interaction where switching costs come into play, making retention easier

lock in

a benefit earned by one customer without having to pay for it Ex: presence of other customers

positive externality

the most popular topics discussed on Twitter

trending topics

The earliest ancestors of microblogs, referred to as ___________ were first described in 2005

tumblelogs

Why would Consumer shop online?

-Selection -Privacy(purchase without being seen) -Ease of search -Ease of comparison -Low switching costs -Collaboritive Filtering(reviews) -Package deliver industry(efficient and reliable) -Tax advantage(internet sales tax moratorium) -Time advantages -Available 24/7 -No sales pressure -Congestion and Traffic(dont have to drive) -Flexibility -Information ability

Benifits of engaging with consumers on twitter

-Source of feedback / information for your brand -For more in depth feedback: you can post a survey link -Monitor what consumers are saying to discover opportunities Use tweetalarm.com of tweetbeep.com (like Google Alerts) -Answer complaints: create good PR and minimize negative WOM -Oh yeah... connecting can lead to future sales, too

Why would Consumer not shop online?

-no computer -low screen resolution(catalog better clarity) -Deferred Consumption(buyer must wait shipping) -No trying on and no touch -Shipping Problems -Insufficient Trust -Privacy issues(identity/credit card theft) -Site complexity -Lack of skill(technological readiness) -Lack of human contact(crave face to face)

Consumers who follow a brand on FB are ____% likely to purchase

51%

Consumers who follow a brand on Twitter are ______% likely to purchase

67%

Tweet Type: this is what ive just done

Accomplished Tweets

refers to emotion and sometimes it is the goal of advertising to establish or change emotional responses such as attitude, image or liking

Affect

advertising to increase the probability of trial, repurchase, volume of repurchasing, to generate positive word of mouth, or to upsell/cross sell

Behavior

communications protocol that links phones, PDA's, computers, cash registers, printers, and other peripherals. Fast and only works when two devices are in proximity

Bluetooth

multichannel merchants such as Barnes and Noble and catalog merchants like LL Bean

Bricks & Clicks Model

an independent enity who facilitates transactions but does not take title

Broker

-Find experts who are talking about you or industry -Search Twitter for specific keywords or phrases -Reply to experts own tweets -Tweet expert, provide them with something unique -will help get experts and their followers to follow you

Building Brand through Quality(Twitter)

-just want to add as many people as possible -follow a lot of people some will follow back -buy followers -not a good strategy because you would have a large untargeted list

Building Brand through Quantity(Twitter)

plan is to effect attitude change based on the consumers purposeful evaluation, logic or elaboration. -we want the consumer to think about our message and accept its logic can produce long lasting and enduring attitudes that directly influence consumers intention to purchase -most effective when consumer is willing and able to elaborate or think about our arguments

Central Route to Persuasion

Tweet Type: -this is what i am doing or wanting -say what you think about what youre doing -adds personality to your otherwise boring posts -Spurs conversation/replies

Classic Tweets

uses its phones to stay in touch with millinneals. -May or may not be able to send recieve texts, and often need help from millinneals to make things work -have a lot of spending power -typically a key segment for most of economy -Reaching them will require simple to use and learn applications that have an immediate and obvious benefit

Concerned Parents

pertains to awareness, knowledge or mindshare and advertising can have as its goal to try to change in favor of the advertised brand Ex: Establish the brand in the top of the mind, or it might involve beliefs about the brands attributes

Congnition

private message sent to a user (not visible in timeline)

Direct message

Tweet Type: Im going to make you laugh

Entertainment Tweets

7 Ways to increase Twitter Followers

Look for people you already know Display your tweets on your web site or blog Pay your followers (with freebie giveaways) Respond to requests (i.e. join conversations and answer questions) Use your twitter account with your FB activity (and other social sites) Put your @username in your signatures, ads, biz cards, etc. Run a contest:

tend to sell directly, but make what they sell Dell

Manufacturer direct model

form of blogging, with the main difference being significant limits on the length of posts (i.e. very short) not frequently used in conversation; instead, people typically refer to the name of their favorite microblogging platform, such as Twitter

Microblogging

-younger tech savy consumers who are digital natives without a long tradition of loyalty to brick and mortar stores. -These stores may find it hard to win over an individual from this group without help from social media -

Millennials

Tweet Type: this is what im thinking

Opinion Tweets

rather than use logic and rely on consumer elaboration, instead rely oin the attractiveness of the spokesperson -may use large number of arguments or use a beautiful scene with beautiful people -when succesful usually happens quickly -depends on mood and state of consumer

Peripheral Route to Persuasion

Examples: Blackberry and Palm Pilot. typically use the cell phone network but are losing market share to iphone and android

Personal Digital Assistant

Tweet Type: look at what i am doing

Picture Tweets

Twitter's internal ad program Your ad appears in Twitter search results or in a follower's timeline

Promoted Tweets

firms who do not sell any offline products such as books, clothing, or computers but offer electronic goods and services

Pure Play Model

Tweet Type: can you help me with something?

Question Tweets

business people using phones for utilitarian purposes such as scheduling calendaring, email, and accessing company data while out in the field. -tech savy and easily identified by bluethooth earpieces

Road Warriors

Suggestions for long term twitter success

Self-promote cautiously Choose optimal tweet times Respond to questions Gather feedback Provide unique value

schedule future tweets & track tweeted KWs

SocialOoomph

any frim or individual that represents the buyer or seller in a channel negotiation

agent

channel members may accumulate or store products. Ex: chocolate factory produces chocolate eggs year round, but the demand for that product spikes towards Easter Holidy

discrepancy of time

a structure of independent organizations within which goods, ownership, communication, payment, and risk move from, and to, the customer

channel

might occur when a certain farmer produces corn, another farmer produces lima beans, but the consumer only wants to eat succotash.

discrepancy of assortment

occurs whenever production or supply quantities do not match consumption or demand quantities.

discrepancy of quanity