Chapter 13
wireframe
a visual guide that represents the skeletal framework of a website
according to your text, what has allowed small firms to compete head-to-head with large, established brands
advent of digital distribution and promotion mechanics
sentiment analysis
also known as opinion mining, is the analysis of the feelings (attitudes, emotions, and opinions) behind the words, using natural language processing tools.59 It is a way to measure the tone of the conversation—is the person happy, annoyed, or angry? // the analysis of feelings as a way to measure the tone of a conversation is the principle behind sentiment analysis
call to action (CTA)
an image or line of text that prompts visitors, leads, and customers to perform a desired action
blog
an online journal in which people or companies post their thoughts and other content. Blogs are usually related to narrowly defined topics. According one source, there are more than 31 million blogs in the U.S. today. Many bloggers use social networks such as Twitter and Facebook to promote their blog content.
research shows that ______ videos are particularly effective in helping to make content more memorable for consumers
animated
research shows that _______ videos are particularly effective in helping to make content more memorable for consumers
animated
reach metrics include
audience (impressions), audience growth rate, influence, volume, share of voice, sentiment
engagement metrics include
average engagement rate, conversion rate, amplification rate, applause rate, and virality
brands that seek to remove or restrict tasteless or rude material from the internet are often sanctioned in a very public and humiliating manner. this phenomenon is linked to which public figure
barbara streisand
what are the two main ways that social media can help to build a successful brand
by generating positive word-of-mouth communication
retention metrics include
churn rate, brand advocacy
streisand effect
coined by mike masnick, this term refers to attempts to remove content from the internet that actually cause it to instead spread more broadly
the cluetrain manifesto, which predicted the internet would upend the nature of consumer-brand interactions, stated that "markets are _______"
conversations
conversion metrics include
conversion rate, social media conversion rate, and cost per conversion
according to social media and customer service expert jay baer, the new marketing is ________
customer service
a marketer that wants to track performance over time and across a range of measures, but wants to do so in a visual manner would use a marketing
dashboard
the umbrella term that refers to the marketing of goods or services using digital mediums, such as e-mail, websites, search engines, and social media platforms is
digital marketing
if a marketer wants to know if customers share or retweet a company's posts or tweets, it would use the _______ metric
engagement
research shows that the social media platform of choice for those in B2C settings is
purposes of social media marketing as identified in your text
grow customer engagement, increase brand visibility, activate customer advocacy, provide context to social interactions
social media
internet-based applications that enable users to create their own content and share it with others who access these sites
video marketing
involves posting digital video content on brand websites or social media sites such as YouTube, Facebook, and others....videos 50 times more likely to receive an organic first-page ranking than traditional text pages
what have sociologists and organizational scientists concluded about the constant use of social media
it has made users less social in face-to-face settings
integrating social media into loyalty programs results in which of the following
it improves the loyalty-program customer experience, it increases brand advocacy, and it creates an easy way to identify social brand advocacy
advantages of live streaming
it is in real time, it allows viewers to be involved
e-mail marketing
lets marketers send highly targeted, personalized, relationship-building e-mail messages
foursquare and gowalla are two types of
location-based apps
what three things are necessary in order to create consistently relevant marketing messages
making the marketing message accessible where the consumer needs it most, understanding the customer and providing them with valuable content, and making content visible to consumers where they spend their time
social media marketing
marketing practice that uses combinations of digital tools such as websites, online videos, e-mail, blogs, social media, mobile ads, mobile apps, and other digital platforms. It seeks to engage consumers anywhere, anytime via their computers, smartphones, tablets, Internet-enabled TVs, and other digital devices
integrated marketing communications experts broadly categorize their media investments across three categories:
paid media, owned media, earned media
paid media
publicity gained through advertising, such as buying a 30-second Super Bowl commercial, taking out a billboard along a busy stretch of road, or sponsoring a local golf tournament.
earned media
publicity gained through editorial influence or by grassroots actions, such as product reviews on Consumer Reports, online reviews via an online social source such as Yelp, unsolicited brand conversations on Twitter, or a viral YouTube video featuring a company's product or service.
owned media
publicity gained via a brand-controlled source, such as a website, blog, or Facebook page.
paid listings
purchased links that typically appear either at the very top or upper right of a search-results page
the diffusion of social media has been
rapid
in today's media landscape, if marketers want to reach consumers, they must strive to create ads that are _______ to consumers
relevant
Conversion expert Chelsea Baldwin offers several ideas for improving CTA conversion rates:3
replace generic wording (use specific wording), add visual cues, write CTA headlines in first person
a marketing practice whose goal is to generate traffic from search engines through both paid and unpaid efforts is called
search marketing
because of the public nature of social media conversations, which social media metric is particularly helpful in assessing conversations regarding a competitor
share of voice
your text describes the relationship between mobile technologies and social media as
synergistic
if ross hornish was giving advice to new graduates, which of the following would he tell them?
take creative classes, take risks, get out of your comfort zone, travel
mobile computing
technology that allows transmission of data, voice, and video via any wireless-enabled computing device, without a fixed physical condition
what two items, introduced in the early 20th century, started a new age of communication
television and broadcast radio
digital marketing
the marketing of goods or services using digital media, such as e-mail, websites, search engines, and social media platforms
zero moment of truth (ZMOT)
the moment when a customer uses a digital device to begin learning about a potential purchase
when it comes to brand management, many experts today feel that brands are controlled by
the people who choose to buy them
search engine marketing (SEM)
the process of generating website traffic by purchasing advertisements on search engines
search engine optimization (SEO)
the process of getting more traffic based on higher rankings of free or "organic" search results on search engines.
social media monitoring (social listening)
the process of identifying and assessing what is being said about a company, individual, product, or brand on the Internet.
location-based marketing (LBM)
to adapt content, messaging, or service delivery to a target's location, using GPS data transmitted from an individual's mobile device. Advances in technology have made this method accessible to organizations and marketers with budgets of all sizes. For instance, the owner of your favorite Indian buffet down the street may register for free with Google Maps, a GPS application used on smartphones. The restaurant then comes up on the Google Maps application when you look for directions or search for a restaurant in the area
acquisition metrics include
traffic ratios, click-through (CT) rate, bounce rate
experts refer to the top left part of the search results page as the "golden triangle"
true
the most effective way to see what works and what doesn't with a firm's website is through the use of usability testing
true
true of false: because of the sense of immediacy, mobile computing allows businesses to provide personalized services based on location and social context
true~
spam
unsolicited, unwanted commercial email messages
which social media metric is the most common metric and the easiest to measure
volume of mentions
a company that has many computers connected to the internet in order to help others make their websites accessible is referred to as a
web host
a survey of social media presence conducted by HubSpot found that consumers expect brands to be active on how many social channels
3 to 4
churn rate
A measure of the number of audience members who leave over a specific period of time divided by the average number of audience members over that same time span.
branded content
Any content developed and owned by the brand. This can include blog posts, white papers, research reports, infographics, or any other content that a brand produces for itself.
user-generated content
Content created by your brand's fans and followers. It communicates a brand's value in users' words rather than the company's or Page 451those of a neutral party (like a journalist). User-generated content can include reviews from users (like product reviews on Amazon.com) and other customer-contributed content (like posts on social media). Ideally, this type of content would come from satisfied customers.
expert content
Credible, third-party articles and reviews from unbiased journalists. This is the earned media that is often the result of PR efforts.
cost per conversion
Dollar amount of how much a brand pays in order to obtain a single conversion.
main purpose of social media marketing
Increase brand visibility through search-marketing techniques. Apply content marketing strategies to grow customer engagement. Utilize social media to promote brand-customer and customer-customer conversation about your brand. Incorporate location-based marketing techniques to provide context to social interactions. Activate customer advocacy by incorporating social media into loyalty programs. Employ social media monitoring to listen to the voice of the customer.
Influence
Influence scores (offered by providers like Klout) measure a person or brand's influence on a particular channel.
brand advocacy
Number (or percentage) of visitors (or social media mentions) that reflect brand advocacy.
applause rate
Number of approval actions (e.g., likes, thumbs-ups, favorites) per post.
conversion rate
Number of conversations (e.g., comments, replies) going on about the brand per social media post.
amplification rate
Number of shares, retweets, re-pins, etc. on average for each post.
volume
Overall number of online brand mentions per period.
Share of voice
Percentage of a brand's portion of the conversation on social media compared with others in its space.
conversion rate
Percentage of audience members or website visitors who take a desired action.
click-through (CT) rate
Percentage of audience members who click on a post.
average engagement rate
Percentage of audience that has engaged with a brand's content on a given social channel per reporting period.
Sentiment
Percentage of overall brand mentions that are positive, negative, or neutral in sentiment.
social media conversion rate
Percentage of total conversions attributable to social media, found by dividing social media conversions by total conversions.
traffic ratios
Percentage of visitors who reach your site based on various measures: directly typing a URL into their browser (direct visitors) a search query (search visitors) a link from another blog or site (referral visitors) through social media (social media visitors)
bounce rate
Percentage of visitors who went only to a single page of your site, bouncing back to the place they came from rather than clicking further into the site.
Audience growth rate
Rate at which a brand adds (or loses) audience members across its social media networks.
virality
Rate at which a piece of content spreads across the social web—for instance, by measuring total shares per piece of content per day.
website usability
The ease with which website visitors can achieve their objectives for visiting the site
Audience (or impressions)
Total number of people (e.g., fans, followers, etc.) within a brand's various networks.
white paper
a concise yet authoritative report or guide that seeks to inform readers about a complex issue and presents the issuing body's philosophy on the matter. It is meant to help readers understand an issue, solve a problem, or make a decision // meant to help readers understand an issue, solve a problem, or make a decision
fear of missing out (FOMO)
a feeling of isolation and concern about missing out on what is occurring in the world around one
geo-fencing
a location-based technology that uses small sensors to send messages to smartphone users who enter a nearby, defined geographic area
content marketing
a marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined and profitable audience
search marketing
a marketing practice whose goal is to generate traffic from search engines through both paid and unpaid efforts. it includes both search engine optimization and search engine marketing
location-based service
a social, entertainment, or information service that allows a company to reach and engage with its audience using tools and platforms that capture the geographic location of the audience. The delivery mechanisms used for location-based services include mobile applications, short message service (SMS) text messaging, and even in-store digital signage.
search engine
a software system designed to search for information on the World Wide Web
