MKTG 340 - Midterm

internet; mobile devices

Fill in the blank: More than half of the world's population uses the _____ and ___ ____.

surpassed

Fill in the blank: Time spent on mobile apps ____ time spent watching TV for U.S. consumers.

social media (ex. 19 days on Pokemon Go)

What is the fastest way to reach 50 million users?

they lack well-defined social media marketing strategies

Why do many businesses struggle with social media today?

Carousel Pins

a Pin with multiple images which allows Pinners to showcase different features of a product, advertise multiple products at once, or tell a brand story in chapters

Instagram Reels

a TikTok look-alike feature that provides a way for users to create 15-second multi-clip videos with audio and augmented reality (AR) effects

Spotlight

a TikTok lookalike feature where users can share short-form videos, the more times a video is played the higher chances of it going viral which earns money, recently introduced, can see other users' profiles not just your friends, where you can find the most entertaining Snaps from the community and reach a large new audience, users can see what's trending and share original content, famous content creators are more motivated to post on Snapchat since they have had the app for a while (unlike TikTok) (ex. teenager won a million dollars after going viral)

Group Board

a board owned by one person who can add other collaborators who can contribute pins to that board

Instagram Professional Dashboard

a central destination for businesses to track performance, grow their business, and stay informed through educational resources; on Instagram

Board

a collection of Pins presented as a clustering of related ideas such as product categories, interests or topics

in case you missed it:

a feature that shows the tweets that you may be interested in that were posted some time ago

social media

a form of electronic communication (such as websites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content such as videos

social media marketing plan

a living document that outlines an organization's social media goals and guides the actions needed to achieve these goals

CPM (cost per thousand)

a marketing term used to denote the price of 1,000 advertisement impressions on one web page, measures how much it costs to reach 1,000 people, on LinkedIn

personal vision

a picture of your true self in the future; it is who you want to be, what you want to do, how you want to feel, and with whom you want to associate yourself; it includes all the important elements of your life and career

Instagram Shops

a place to sell and share brand stories where people can browse products and explore collections, a way for businesses to sell products through social e-commerce; on Instagram

LinkedIn Polls

a post feature to help individuals and companies engage with members by asking their opinions about various topics, brands can use these to gain a pulse from their network or engage in conversations about the findings; on LinkedIn

Pin

a post that includes an image or video, a description, and a link back to an online source; on Pinterest

customer persona

a representation of a customer's target market based on data collected from existing and target customers

Story Ads

a series of Snaps with a sponsored Discover tile that lives alongside popular content tailored to Snapchatters' preferences, allow for a series of 3-20 single image or video ads

call-to-action link

a single URL directing followers to a website, blog, product page, e-book, or another location online

360 video

a way for brands to showcase content in an immersive way, allowing followers to experience different places around the world; on Facebook and Twitter

Facebook (Meta) Business Suite

a way for businesses to manage their Facebook and Instagram pages and profiles in a single interface

commercials

ads that are non-skippable six seconds but can be up to three minutes long and appear within Snap's curated content section

social media advertising

advertisements served to users on social media platforms, can be highly effective when done right

owned media

all of the channels a company controls; these channels could be a company website, blog, YouTube channel, Facebook page, or any social media website created and managed by a company

Shop the Look Pins

allow Pinners to find and buy products inside fashion and home decor Pins

Snapchat Filters

allow brands to provide artistic overlays that appear when users take a Snap at a physical location, such as where their products can be purchased

Lead Gen Forms

allow companies to generate higher quality leads that are pre-filled with accurate LinkedIn profile data, letting members send companies their information with a few clicks

Job Ads

allow companies to promote job opportunities and drive applicants; on LinkedIn

Buyable Pins

allow for Pinners to purchase products without leaving the Pinterest app or website

Recipe Pins

allow for ingredients, cooking times and serving sizes to be included in the Pin

Visual Search

allows Snapchat users to simply point their camera at a product or barcode to find and purchase the product on Amazon, not only brings a new revenue stream for both Snapchat and Amazon but also for the brands whose products can easily be identified, searched for, and purchased, all with the click of a button

maximum bidding

allows advertisers to manually select how much a click or engagement is worth to their business on Twitter

goal-based bidding

allows brands to bid on total impressions, video views, swipe ups, shares or installs, etc.; on Snapchat

target bidding

allows brands to set a target for cost-per-link clicks, and Twitter will optimize the bids to achieve a daily average cost that meets or beats this target, you will pay the actual average cost for all link clicks in a day

Dynamic Ads

allows brands to target decision-makers and influencers with personalized and customizable creatives; on LinkedIn

Facebook Shops

allows businesses to set up a free online store on Facebook and Instagram

social media content calendar

allows for social media managers to plan, create and schedule content on a weekly or monthly basis, lists the content types, days, times, post topics, post text, post assets (image/video/gif etc.), and call to action links for each social media network

Twitter poll

allows users to create their own four-option polls and gather votes from their audience

Snap Games

allows users to instantly play games with friends within the app, no install required, users can see which friends they are playing with, chat via text or voice, and chat while playing; on Snapchat

Snapmap

allows users to view snaps from all around the world including sporting events, breaking news and more; businesses can take advantage of this by creating cool things (ex. something cool is going on at the store so customers will visit), particular feature that is not used by other platforms; on Snapchat

Tweet

an update posted on Twitter

Text Ads

appear on the right-hand section on LinkedIn desktop, brands can add a headline, description and a 50x50 image

Promoted Shopping Pins

converts product Pins into ads

values

core principles that give meaning to your life — a set of standards that determine your attitudes, choices, and actions

Twitter list

curated group of Twitter accounts that allows you to customize, organize and prioritize the Tweets you see in your timeline, can be either private (ex. existing customers, potential customers, competitors, industry specialists) or public

Message Ads

deliver personalized messages to the LinkedIn inbox of LinkedIn members, LinkedIn also offers seamless pre-filled lead generation forms to serve as the call to action

social media distribution strategy

determines the network and frequency of posts and types of content that will be published on each network

user-generated content (UGC)

digital content that is produced and shared by end users of an online service or website

Promoted Video Pins

displays eye-catching videos to help brands catch the attention of audiences, play in a user's feed and have a cover image; on Pinterest

Collection Pins

displays products in action with an ad format that mixes lifestyle imagery and video, pin with multiple images which allows Pinners to showcase different features of a product, advertise multiple products at once, or tell a brand story; on Pinterest

lens

dynamic overlays that can be used to enhance a Snapchat image, add animations to your face when taking a selfie video or photo using facial recognition

Product Pins

enable shopping with Pins that show real-time pricing and availability, plus a link to a site or store; on Pinterest

conversions

encourage people to purchase or use a product or service, want consumers to buy product who have already engaged with your brand before, defines your target market, what type of post you should make, etc., objectives include website conversions, catalog sales, and store traffic

automatic bidding

ensures that a bid will be optimized to get the best results at the lowest price within the budget (ex. Twitter), best for new businesses

Happening Now

events and topics Twitter thinks you might be interested in

single image or video ads

full-screen, 100 percent viewable, and have audio on by default; on Snapchat

awareness

generate interest in a product or service, objectives include reach, reach & frequency, brand awareness, or local awareness

consideration

get people to start thinking about the business and look for more information, have potential customers learn more about products or services, not necessarily buy product (ex. increasing website traffic, app downloads, video views, collect leads, or increase engagements on posts)

Article Pins

include a headline, author and story description, allowing Pinners to share and save stories

AR Lenses

interactive moments with augmented reality experiences, and are playful and a memorable way for companies to increase awareness, on a large scale (ex. custom landmarks), great for movie releases or for large brands with big marketing budgets (ex. Game of Thrones - last season - 26 million people used this which is a lot for 1 promotion); on Snapchat

geofilters

location-based overlays available to Snapchatters based on their location, great for events or for businesses with a physical location

Instagram TV

long-form, vertical-only video content; on Instagram

paid media

marketing activity that is paid for, traditionally including TV advertising, radio spots and print advertising; today, marketers increasingly spend these dollars on digital advertising

clicks

measure of how many times a person clicked on your post

earned media

media the public shares digitally and verbally about a brand, consisting of all of the content and conversations around a brand that have been created and published by someone else; can include press coverage, social media mentions, product/company reviews or blog posts authored by someone outside of the company

total reach (impressions)

number of people who have seen any activity on your social media account, including your posts, posts to your page by other people, ads and more

URL click

number of times a person clicked on your call-to-action URL

engagements (reactions)

number of times a person interacted with your content; includes likes, comments, shares, and in some cases, clicks

mentions

number of times a person or business tags your business in a social media post

social media marketing strategy

outlines the strategies and tactics for how a company will incorporate social media into its business

engagement rate

percentage of your audience that has engaged with your content; to calculate, divide the number of engagements by the total reach

One-tap Pins

pins that take people straight to the source where the content originated from

Instagram Stories

posts featuring videos or images that disappear after 24 hours; on Instagram

LinkedIn Stories

posts featuring videos or images that disappear after 24 hours; on LinkedIn

Sponsored Content

promote company updates in the LinkedIn newsfeed to targeted audiences on desktop, mobile

call-to-action button

provides a way for customers to contact a business through Facebook Messenger, email, by phone or website, shop for products, start food orders, or book a service

retweet

shares someone else's tweet with the people who follow you on Twitter

GIFs

short, soundless video clips that loop and don't require a play button, feature products, behind-the-scenes footage, how-to, etc. on Facebook, stand out easily and automatically play in the newsfeed, they are easy to digest, they can evoke emotion and reactions, they are a great way to show your brands sense of humor or creativity, and they capture more attention over images on Twitter

App Pins

show an install button so Pinners can download an app without leaving Pinterest

collection ads

showcase a series of products and give Snapchatters quick opportunities to purchase with a tap

Promoted Standard Pins

showcases products or content with a standard vertical or square image; on Pinterest

Home Feed

shows the Pins saved by people you follow on Pinterest as well as topics and boards you follow

goals

specific objectives that you would like to achieve; they include projections of what you want to accomplish so you can create an action plan

filters

static overlays that can be used to enhance a Snapchat image

mention

tagging another account in a post on Twitter

tuning

the continuous process of adjusting and improving the social media marketing plan ●Determine if the goals and objectives set were met and what changes may be needed to meet goals ●Determine what topics and content performed best on each social media platform and create new content based on those top-performing assets ●Determine if the current content and distribution strategy is the right approach

call to action (CTA)

the part of a social media message that attempts to persuade a person to perform a desired action; an example is "Register Today!" with a link to a registration form

social media content strategy

the planning, development and management of social media content, includes actual written posts and the types of content that will be published on each platform (ex. videos, blogs)

social media listening

the process of monitoring the internet to determine what is being said about a particular brand, topic or industry

purpose

the role you will play in making your vision happen

social media marketing (SMM)

the use of social media by marketers to increase brand awareness, identify key audiences, generate leads, and build meaningful relationships with customers

personal brand attributes

the words you would use to define your personality or the value that you offer; examples can include collaborative, resilient, compassionate, responsible, communicator, ethical, or genuine

followers

total number of people who have followed, or liked, your social media account and will see your posts show up in their news feeds

hashtags (# sign)

turn keywords into into clickable links, help followers find posts, and make brands more searchable on Facebook, receive more engagement on Twitter

Cameos

users can be the stars of their own, short, looping videos and send them to friends using the chat feature, allows for a fun interactive way for friends or even businesses to interact with other Snapchatters; on Snapchat

Promoted Carousel Pins

uses up to five images for Pinners to swipe through

passions

what intrigue and motivate you in determining how you want to spend your time

advertising objective

what the brand wants people to do when they see the brand's ad, brands can create ads to encourage people to visit their website, fill out a lead generation form, or watch their video