Ch. 13: Digital and Social Media Marketing

Content marketing categories can generally be broken into what 3 types?

1) Expert Content 2) User-generated content 3) Branded Content

According to A.G. Lafley (P&G CEO), the best brands consistently win what 2 moments of truth?

1) First moment of truth (FMOT): The incredibly short window (3-5 seconds) after a shopper first encounters a product on a store shelf; must appeal to shoppers' senses, values, and emotions to convert them into customers 2) Second moment of truth (SMOT): The actual experience a customer has with a product once s/he buys it and returns home

What are 6 ways that marketers use social media to achieve business-related goal?

1) Increase brand visibility 2) Grow customer engagement 3) Promote brand-customer and customer-customer conversation about your brand 4) Provide context to social interactions through location-based marketing techniques 5) Activate customer advocacy (loyalty programs) 6) Listen to the voice of the customer

According to usability expert Jakob Nielsen, usability is defined by what 5 attributes?

1) Learnability 2) Efficiency 3) Memorability 4) Errors 5) Satisfaction

Today, integrated marketing communications experts broadly categorize their media investments across what 3 categories?

1) Paid media (publicity gained through advertising) 2) Owned Media (publicity gained via a brand-controlled source like a website, blog, or Facebook page) 3) Earned Media (publicity gained through editorial influence or by grassroots actions (like product reviews, online reviews, viral videos)

What are 5 societal implications of an always-connected consumer?

1) Pervasiveness of social technologies today 2) Facebook has become much more than a social network 3) "Never leave home without it" 4) Social media impact on individuals and society 5) Fear of missing out (FOMO)

What are the 3 phases of establishing online brand presence (website design)?

1) Planning 2) Design 3) Development 4) Testing & Launch

What are the key social media marketing metrics?

1) Reach 2) Engagement 3) Acquisition 4) Conversion 5) Retention

What are 2 advantages of live streaming?

1) Real time (gives content urgency of watching or listening now) 2) Allows viewers to be involved

What are the 2 major functions of search engines?

1) To build an index of all web content 2) To provide search users with a ranked list of the websites they've determined are the most relevant

Using data from a large-scale national survey, researchers at the PR firm Ruder Finn categorized user online motivations into what 7 reasons? (most common to least common)

1) To learn 2) To have fun 3) To socialize 4) To express oneself 5) To advocate 6) To do business 7) To shop

Describe how to create consistently relevant marketing content (3).

1) Understand your customers and provide them with content that's valuable (useful, informative, engaging, entertaining) 2) Make content visible in places where customers spend their time 3) Make sure the message is delivered or accessible to the customer at the point when the consumer most needs it to make a purchase decision

Wireframe

A visual guide that represents the skeletal framework of a website

Call to Action (CTA)

An image or line of text that prompts visitors, leads, and customers to perform a desired action

Blog (web log)

An online journal in which people or companies post their thoughts and other content; usually related to narrowly defined topics; bloggers use social networks to promote blog content

Branded Content

Any content developed and owned by the brand (blog posts, white papers, research reports, infographics, etc)

Geo-Fencing

A location-based technology that uses small sensors to send messages to smartphone users who enter a nearby, defined geographic area

Describe the retention metric of "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

Reach

A measure of the total audience size for a given platform (conversion rate, amplification rate, applause rate)

What is the ultimate criteria?

A positive return on investment (ROI)

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

Search Engine

A software system designed to search for information on the World Wide Web

Describe the conversion metric of "Cost per Conversion."

Dollar amount of how much a brand pay sin order to obtain a single conversion

____________ is one of the most important areas to measure in social media.

Engagement

What term does the phrase "Brands belong to the people who choose to buy them" describe?

Brand Democratization

User-Generated Content

Content created by your brand's fans and followers; communicates a brand's value in users' words rather than the company's or those of a neutral party (like a journalist); can include reviews from users and other customer-contributed content (like social media posts)

Expert Content

Credible, third-party articles and reviews from unbiased journalists; the earned media that's often the result of PR efforts

Content Marketing

Focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined and profitable audience

Search Marketing

Marketing practice whose goal is to generate traffic from search engines through both paid and unpaid efforts

Describe the retention metric of "Brand Advocacy."

Number (or percentage) of visitors (or social media mentions) that reflect brand advocacy

Describe the engagement metric of "Applause Rate."

Number of approval actions (likes, thumbs-ups, favorites) per post

Describe the engagement metric of "Conversion Rate."

Number of conversations (comments, replies, etc) going on about the brand per social media post

Describe the engagement metric of "Amplification Rate."

Number of shares, retweets, repins, etc. on average for each post

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)

The use of GPS data transmitted from a mobile device to adapt content, messaging, or service delivery to a target's location

Describe the reach metric of "Share of Voice."

Percentage of a brand's portion of the conversation on social media compared with others in its space

Describe the conversion metric of "Conversion Rate."

Percentage of audience members or website visitors who take a desired action

Describe the acquisition metric of "Click-through (CT) Rate."

Percentage of audience members who click on a post

Describe the engagement metric of "Average Engagement Rate."

Percentage of audience that has engaged with a brand's content on a given social channel per reporting period

Describe the reach metric of "Sentiment."

Percentage of overall brand mentions that are positive, negative, or neutral in sentiment

Describe the conversion metric of "Social Media Conversion Rate."

Percentage of total conversions attributable to social media, found by dividing social media conversions by total conversions

Describe the acquisition metric of "Traffic ratio(s)."

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 form another blog or site (referral visitors) -Through social media (social media visitors)

Describe the acquisition metric of "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

Video Marketing

Posting digital video content on brand websites or social media sights; animated videos are particularly effective in "hijacking" consumers' attention systems and help to make content more memorable

Social Media Marketing Dashboard

Provides data visualizations that illustrate performance over time across a range of measures

SEM uses paid listings, which are?

Purchased links that typically appear at the very top or upper right of a search-results page

Whatever the social media metrics an organization tracks, demonstrating a positive ____________ will always be the ultimate criteria.

ROI

Describe the reach metric of "Audience Growth Rate."

Rate at which a brand adds (or loses) audience members across its social media networks

Describe the engagement metric of "Virality."

Rate at which a piece of content spreads across the social web (like by measuring total shares per piece of content per day)

Sentiment Analysis (opinion mining)

The analysis of the feelings (attitudes, emotions, and opinions) behind the words, using natural language process tools

Describe the strategy of SEO.

Targets various kinds of search; influence organic page rankings by influencing the relevance and popularity of web content; online marketers must continuously update their sites with new, interesting, and relevant content

Mobile Computing

Technology that allows transmission of data, voice, and video via any wireless-enabled computing device, without a fixed physical connection

What is the essence of content marketing?

The belief that if businesses deliver valuable information to buyers, customers will reward them with their business and loyalty; focuses on delivering useful and relevant information that makes an interested buyer more intelligent, rather than wasting resources pitching goods/services to prospects with limited interest in the offering

Website Usability

The ease with which website visitors can achieve their objectives for visiting the site

Describe the reach metric of "Audience (or impressions)."

Total number of people (fans, follower, etc) within a brand's various networks

In the planning phase of website development, the planning team works with stakeholders to _________________.

develop a clear understanding of the site's target audience and its needs

Traditional media channels are _____________ in importance, so marketers must produce ___________ messages to each consumer.

diminishing; relevant

Digital technology is altering customer ___________ of businesses.

expectations

Digital communication has ______________ barriers to market entry.

lowered

More competitors + more channels = more _____________?

noise

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; 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

Streisand Effect

Brands that seek to remove or restrict tasteless or rude content are often sanctioned in a very public and humiliating manner (making a big fuss makes the content spread more rapidly and widely)

What is referred to as the currency of the social web?

Content

Mobile computing gives social media a sense of _____________.

Immediacy

Describe the reach metric of "Influence."

Influence scores (offered by providers like Klout) measure a person or brand's influence on a particular channel

Social Media

Internet-based applications that enable users to create their own content and share it with others who access these sites

E-mail Marketing

Lets marketers send highly targeted, personalized, relationship-building e-mail messages; avoid being spam by practicing permission-based e-mail marketing (send product info only to customers who "opt-in" and make it easy to "unsubscribe")

Describe the reach metric of "Volume."

Overall number of online brand mentions per period

SERPS

Search Engine Results Pages

Digital Marketing

The marketing of goods or services using digital media, such as e-mail, websites, search engines, and social media platforms

What does Jim Lecinski's (Google) term "zero moment of truth" (ZMOT) mean?

The moment when a customer uses a digital device to begin learning about a potential purchase

T/F: Because of its sense of immediacy, mobile computing allows businesses to provide personalized services based on location and social context.

True

Social Media Marketing

Uses combinations of digital tools (websites, online videos, e-mail, blogs, social media, mobile ads, mobile apps) to engage consumers anywhere, anytime

What is perhaps the most common and easiest to measure metric?

Volume of mentions

What are the automated software programs used to read and analyze content on web page links called?

Web crawlers; spiders