MKT 350 Chapter 3
Corporate blog
A website created by a company and often used to educate customers
One important metric when analyzing social media effectiveness is ________, the percentage of visitors or potential customers who take the action the marketer wanted them to take.
Conversion rates
Showrooming
Customers visit a store to touch, feel, and even discuss a products features with a sales assoicate, and then purchase it online from another retailer at a lower price
Microblog
Differs from a traditional blog in size. Consists of short sentences, short videos, or individual images
Once consumers arrive at GE's social media sites, GE must _____ them about its value proposition and related benefits
Educate
The "Hate Thousand Miles" campaign invites consumers to sign up for the Spirit frequent flyer program and earn 8,000 miles in return for sharing what they hate about air travel. These activities are part of which stage of the 4E framework for social media?
Engagement
GE Healthymagination uses Facebook, which is a social-networking site. Social-networking sites are ideally suited for which of the four Es in the 4E framework?
Excitement
The "Hate Thousand Miles" campaign seeks consumers' attention through the unusual approach of acknowledging and embracing the hate some people feel for Spirit and other airlines. This unique tactic is an example of which stage of the 4E framework for social media?
Excitement
Analyze
Hits - total requests for a page. Page views - the number of times any pages gets viewed by any visitor. Bounce rate - the percentage of times a visitor leaves the site almost immediately. Click paths - how users proceed through the information. Conversion rates - what percentage of visitors act as the marketer hopes. Keyword analysis - what keywords people use to search on the Internet for their products and services.
Suppose that Spirit also invited passengers to share photos of air-travel nightmares on Instagram. What category of social media sites does Instagram fit into?
Media sharing
Spirit Airlines has a Twitter feed called Spirit Autopilot, managed by "robot" software to save money (compared to hiring someone to monitor the feed). Twitter is an example of a(n)
Microblog
Twitter is a popular site that allows individuals to share brief posts with others. Twitter is classified as a __________.
Microblog
One way GE could use technology to increase access to its services and build customer connections would be to use _____.
Mobile apps, Social networking sites, media sharing sites, thought sharing sites
Which of the following is GE using in the Healthymagination social media campaign?
Mobile apps, YouTube, Twitter, Facebook
What should GE do as the final step in its Healthymagination social media marketing campaign?
Monitor and change
Blogs
1. Corporate 2. Professional 3. Personal
4 E's of Marketing
1. Excite the customer 2. Educate the cusotmer 3. Experience the product or service 4. Engage the customer
Do
1. Identify strategy and goals 2. Identify target audience 3. Campaign: Experiment and engage 4. Develop budget 5. Monitor and change
How do firms engage their customers using social media?
1. Listen 2. Analyze 3. Revise
3 Types of Social Media
1. Social network sites 2. Thought sharing sites 3. Media sharing sites
Microblogs
Personal blog
Website written by a person who receives no products or remuneration for his or her efforts
Professional blog
Website written by a person who reviews and gives recommendations on products and services
Conversion rate
What percentage of visitors act as the marketer hopes.
GE listens to its customers through various social media platforms. To analyze this content in terms of its favorableness or unfavorableness, GE can use a technique known as _________.
Sentiment analysis
Marketers often scan social media to learn more about what customers think. __________ is a technique in which data from a variety of online sources is used to collect consumer comments about companies and their products.
Sentiment analysis
Spirit analyzes customers' posts in the "Hate Thousand Miles" campaign, categorizing posts according to the airline and issue being discussed. This is an example of
Sentiment analysis
Listen
Sentiment analysis allows marketers to analyze millions of bits of data from these sources to collect consumer comments about companies and their products.