Social Media Class

4 blogging strategies

Identifying---the blog's purpose (Links to an external site.). Does the blog exist to create exposure for the organization, build a reputation for expertise in an area, create new sales possibilities, or another purpose? Developing---an approach that works for your organization. Blogging isn't a one-size-fits-all operation, so one suggestion is to ignore norms (Links to an external site.) and give it some personality if you can clearly articulate your purpose or approach. That purpose or approach still might fall into a common style (Links to an external site.). Having a plan---to promote your content (Links to an external site.). If you build it, the audience won't just come. Understanding---what your audience will do with your content. You should be able to fill in the blanks about what you provide (Links to an external site.) and how audiences will respond.

A tiny blog entry within social or on a blog that gets out a thought in a shorter read time (i.e. Twitter, Instagram, Pinterest, LinkedIn)

Microblogging

Effects of high-arousal content vs. low-arousal content

PUT IN PIC FROM BOOK

The four Ps of marketing were invented in the 60s and can still apply today, somewhat. Name the 4 P's.

Product Price Place Promotion

Kahneman's theory says that we don't always make rational decisions. We make comparative, not absolute, judgments. (i.e. buying a grill that went on sale from $465 to $365 instead of a grill that went on sale from $375 to $345)

Prospect theory

Daniel Kahneman is credited for coining this psychological theory, which won him a Nobel Prize. The theory says that judgment on some decisions are not always rational or economical, but how they perceive and process information has a bigger effect on purchasing and/or decision making. (hint: two words, starting with "p" and "t")

Prospect theory OR behavioral economics

In Ch.1, Berger talks about inner __________ being at the heart of Snapple's "under the cap" interesting facts campaign, and the reason people share certain things on social. It's something new, novel, or even exaggerated that causes people to get mad or sad. He says that any brand can create this for itself by finding something that makes it stand out above others.

Remarkability

Name the six STEPPS in order. Define them. PUT PIC FROM EPILOGUE

Social Currency Trigger Emotions Public Practical Values Story https://www.searchlaboratory.com/us/2014/07/contagious-content-stepps-and-the-science-of-shareability/

Name any two of the six "STEPPS" that Berger says "cause things to be talked about, shared, and imitated." (Think: what makes things contagious on social?)

Social Currency Triggers Emotion Public Practical Value Stories

STEPPS where "people share things that make them look good to others". When people find out their friends are doing something positive, they want to do it, too.

Social currency/ proof

One of our blogging takeaways from last week: Blogs drive _____ and develop new audiences.

Traffic

STEPPS that is "stimuli in the environment that bring things to top of mind."

Trigger

Blogs typically serve as a better online hub than social platforms.

True

When you advertise a brand with a wacky idea, something sad or funny, or just plain memorable, and weave the brand itself into the story, it makes for memorable social content. People want to share it. And you can't talk about it without the other. What is the term for when a brand or product is integral to the story itself?

Valuable virality

In Ch 2. Berger speaks about research that he conducted in regards to where people do a certain activity. Subjects reacted differently in relation to the location that they did this activity - whether in a church, school gym, community centers, even golf courses and apartment complexes - and affected outcomes in relation to their surroundings (a trigger). What was this activity?

Voting

In the intro of Contagious, the author (Berger) mentions this type of advertising tactic is 1.) more persuasive than others, and 2.) more targeted. Social media is the new form of this type of advertising tactic in the 21st century.

Word of Mouth

Facebook organic reach is expressed in terms of a percentage of fans or followers who see a person's or organization's published content. What is the word for a formula or a set of steps used for ranking content or deceasing what will be seen by a user on social media feeds?

algorithm

In Ch. 3, Berger talks about the reasons behind why people share on social. Positive things seemed to be shared more frequently in his research, but not always. Fear and anxiety push people to share scary things, too. What is this "activation" feeling (physically and emotionally) that leads people to share positive AND negative things?

arousal

Blogs establish ____________ and build ___________.

authority trust

In Ch. 3, Berger talks about an emotion that inspires people to share or like things, more than anything ("The Mysterious Cough, Caught on Film"). What is this emotion?

awe

A product or idea advertises itself when people consume it in public. But, when people aren't wearing the Livestrong wristbands or the brand name clothes or eating certain foods, some of that memory still exists and recognition still happens. In social media, this type of "making the private public" sticks with a brand, and consumers remember it long after they see you use to, review it or post about it. What is this term?

behavioral residue

Curating good _______ _____________ is a must when in the digital marketing world as an entry-level employee

blog content

______________ is one of the most powerful drivers of viral content

emotion

In social, ___________ is key

engagement (i.e. Getting prospects and customers to respond to social posts and blogs, click, share, etc. are all parts of engagement)

Three ways to generate social currency

find inner remarkability leverage game mechanics make people feel like insiders.

Good triggers are _________ and ________

frequent strong

These type of "______ _________" in Ch. 1, Berger says, need to be leveraged in order to create "status" among people's social followers. He also mentioned his experience with Premier Status on United Airlines getting him to where he needed to be, so he could "show off" his performance in relation to others' "status."

game mechanics

Berger talks about Rue La La making customers feel like _________, using scarcity and exclusivity to make customers feel like they're getting a good deal or are part of a group exclusive to the rest of their friends or acquaintances.

insiders

Define Blogging strategies

long-term plan that defines goals and direction

When reading about Practical Value in Ch. 5 of Contagious, what was 86-year-old Ken doing when his daughter videoed him, and it later went viral? (Honestly, it is really helpful now that I know to do this.)

shucking corn after microwaving it

Behavioral residue provides ___________, or he idea that we do what others do

social proof

Define and provide examples of engagement

the measure of whether and how much users are interacting with your content. Users can interact in a limited number of ways: click (on user, image, or link), like, share/retweet, or comment/reply.

Define blogging tactics

the specific actions you take or posts you make in order to achieve your goals

Study the "Twitter" page in Week 6 module. Know the history

......

Why is authentic content so valuable now?

Authenticity is at its peak with the advent of social media. It's important to tell the truth and to be honestly helpful to your consumers. Brands have souls in this day and age.

In the 80s, Gordon Bruner coined the four Cs because of the change in breadth of marketing. Name the four Cs.

Communication Concept Channel Cost

I said you need you become experts in content ________. Meaning, grabbing information and sources from other blogs and creating a new blog for yourself or your company.

Curation

4 blogging tactics

Deciding who's in charge of producing content (Links to an external site.). Involving everyone in the organization spreads the burden and diversifies content, but the extra work may frustrate staff or volunteers and lead to inconsistent tone and voice. Outsourcing the work is cheap and convenient but may dilute branding and content quality. Taking each of the core categories that you choose and developing pillar articles (Links to an external site.) about each with many supporting, interlinked posts around it. Being sure to measure the results (Links to an external site.) of your work. This is SO important in the age where you can measure EVERYTHING on social. Down to the most minute detail. Have a strategy for sharing your blog entries (Links to an external site.). It's good organic fodder just to have a blog, but to share it and have others share it is the holy grail of blogging. You need influencers AND good content that people WANT to share.

4 aspects for creating posts for social content

IEEC (think EEEK!!!) Inform - Clueing in followers about your brand, something interesting and relevant, or an event. Engage - Asking questions or posting info to garner comments, likes/follows on social/digital channels. Entertain - Anything funny, off-topic sometimes, interesting, or unique, in your brand's voice. Convert - Posts to push audiences to your site to purchase or become fans/ambassadors of your product. (Target audience moves to actual consumers here.)

Examples of how certain brands use stories

"The Best a Man can Get"- Gillette "Dove Evolution"- Dove "Princess Machine"- GoldieBox "Like a Girl"- Always

8 things businesses need to know for Twitter

1. Twitter isn't as effective nowadays for most businesses. A lot of big brands put a heavy investment in Twitter. But, even if you are an SMB (small to medium business), Twitter is still important. Check to see if your audience is there before investing time and energy. Follow relevant folks like prospective customers and influencers. Keep trying to grow your following - don't stop. 2. Twitter ads are not as heavily used, and in my experience, not as effective as Facebook and Instagram. At least right now. Remember: social media changes every day. 3. Use relevant hashtags for more exposure, but no more than three to four. Try to work them into the copy, if possible. Don't ever tweet without using some type of brand-relevant hashtag. 4. Chime in when you see a trending hashtag IF, AND ONLY IF, it makes sense for the brand. 5. You can post more frequently on Twitter than any other platform just because of the fast-paced nature of it. More than one post a day on other media would be overkill, and seen as spam. Twitter can have multiple posts, if needed. 6. ENGAGE, ENGAGE, ENGAGE! Twitter is the easiest platform to engage with others. We at Social Factor frequently aim for five to 10 engagements a day for some clients. That includes original tweets, RTs (retweets), mentions, etc. Utilize Twitter lists (Links to an external site.) to keep track of different accounts like influencers, industry thought leaders, competitors (just make sure the list is private), and people you want to engage with/retweet for relevance and exposure. 7. Create a brand hashtag and use it in hopes that it'll catch on. Then, be sure to check it daily to see if there are any tweets to reply to or RT. If one already exists, then use it when talking about your brand. 8. Don't fight with the trolls. And, it's becoming harder to distinguish sometimes who will become a troll. Use common sense when responding. Put together a sensible response matrix that is basic, easy to understand, and easy to execute on.

Social media posts equation

20% Inform 30% Engage 20% Entertain 30% Convert

Percentage of time on social (80/20 rule)

20%= creating unique content 80%= interacting with users