SMM Test 2 review

(ch.5) an article submission generally runs-

400 to 500 words in length with a 2%-3% keyword density

(ch. 13) Strategy

the approach you take to achieve a goal -Acquire net new followers by developing followers into transacting customers, further developing existing transacting customers into repeat/loyal customers, and leveraging followers to increase reach through lateral engagement (word of mouth, retweets, and so on.)

(ch. 13) social media tracking

the process of finding and listening to content on the social web. -marketers must understand which metrics have a direct impact on their business results -one way to track is to identify the keywords that will retrieve relevant data

(ch.5) social Publishing

the production and issuance of content for distribution via social publishing sites

(ch. 5) Content is

unit of value in a social community akin to the dollar value in our economy -it provides a social object for community participation -social publishing sites aid in dissemination of content to an audience participation and sharing

(ch.5) a good white paper is

written for a business audience, •defines a problem and offers a solution, but it does not pitch a particular product or company

(ch. 13) choosing the appropriate metrics is based on-

your marketing objectives. determine where your objectives fit into the valid metrics framework

(ch. 13) ill defined search terms-

-waste resources -produce misleading results doing more harm than good -incorrect keywords miss the trends that are occurring

(ch. 13) Valid metrics framework arrow

1- exposure 2- engagement 3- influence 4- impact 5- advocacy

(ch. 5) podcasts can be consumed in one of three ways

1.played directly off the website on a computer 2.downloaded to a computer and listened to offline, and 3.downloaded to portable MP3 players for listening offline

(ch. 5) Typically, podcasts are one of three lengths

10 minutes 30 minutes 60 minutes

(ch. 5)the AEIOU rule

•Brevity is important •Online video audiences have shorter attention spans •Based on a research report by TubeMogul - •Within the first 10 seconds of a video , 10.39% of the viewers are gone •Within the first 30 seconds, 33.84% gone •By one-minute mark, 53.56% gone •By the two-minute mark, 76.29% gone

(ch. 5) to sound professional in your podcast

•Choose an articulate moderator •Create talking points, not scripts •Be brief, but determine the content first and the length second •Avoid overediting •Include music

(ch. 13) Why brands run hashtag campaigns on social media

•Create brand awareness •Increase the visibility of your content •Boost your followers and retweets •Get your audience involved •Promote events effectively •Help in running a contest or launching a product •Make it easier to track and quantify your content

(ch. 5)How to create appealing video content pt. 2

•Get to the point quickly, or otherwise convince the viewer to keep watching •Try to keep continuity of theme between videos •Do not focus solely on creating a viral video

(ch. 5) Monitoring the blogosphere

•One of the primary benefits from blogging is to learn about the "tone" of the online community with regard to certain subjects •One crude metric for public sentiment is a look at how many "views" that posts on different topics generate •BuzzMonitor is one example of free software with powerful monitoring applications

(ch. 5) three primary formats to choose from for podcasts

•Presentation: a live monologue or simple talk on a subject •Q&A: question-and-answer session (Gary Vaynerchuck podcast) •Co-hosted: an on-demand talk radio show

(ch. 5) marketing with podcasting

•Tailor podcast content to the business marketing objectives •Podcasts can bring in independent revenue through: - Paid sponsorships - Fee-based content •Speak persuasively to demonstrate confidence and expertise, distinguishing your company as a thought leader in the industry

(ch.5) risks associated with a webinar

•There is no way to gauge the audience's reaction •Webinars are live with no chance to rerecord if the speaker is stumped or misspeaks •Without proper planning for multiple speakers transitions or even the start of a webinar may be awkward •Background noises can be a distraction to the audience •It is difficult to anticipate the number of questions that will be asked

(ch. 5) types of content

- blog post and feature articles -press releases -white papers, case studies, and ebooks -newsletters -videos -webinars and presentations -podcasts -photos -infographics

(ch. 5) what makes a blog viral

- reaches a broad audience but has a pointed demographic -evokes emotion -is authentically yours and has a unique perspective, even it it is a well written about topic - formatted for online reading -doesnt require a moment of backstory from your readers BONUS -is it practical -is it surrounding a hot topic

(ch. 5) when selecting a host for the webinar, consider:

- the number of attendees -the visual content -the frequency with which the webinar is held

(ch. 13) example of KPIs

-Objective: Increase sales of red tires Target: 25,000 additional red tires sold in Canada in Q3 KPIs: Sales of red tires sold in Canada in Q3 Positive online mentions of red tires leading into Q3 Net new "Likes" of red tire content on Facebook page from Canadian accounts Net new click-throughs of links leading to red tire web content from Canadian accounts Redeemed coupons and discount codes for red tires in Canada in Q3 Secondary performance indicators: Sales of red tires outside of Canada in Q3 Net new "Likes" of red tire content on Facebook page (global) Net new click-throughs of links leading to red tire web content (Outside of Canada) Net change in global online sentiment for red tires in Q3

(ch. 5) distinguishing features of a blog

-Publishable -findable -social -viral -syndicatable -linkable

(ch. 5) social publishing channels include

-blogs -media sharing sites -social networks sites -social bookmarking -news sites

(ch. 5) benefits of marketing with online videos

-engaging viewers (video stimuli are more appealing than dry text or listening to a podcast, thus, video depends the communication experience -large audiences (more people like visual info) -Building brand awareness -Showcasing the product (as either an old-fashioned infomercial for promotion or as instructional videos benefiting those who have already bought the product)

(ch. 5)Three possibilities for a podcast's content focus

-instructional -informative -entertainment

(ch. 5) social publishers

-typical people -professionals -organizations -brands -media companies

(ch. 5)How to create appealing video content

AEIOU RULE •Authentic - Real people in actual locations •Entertaining - People enjoy fun content •Intimate - Stories or personal drama experienced by peers. •Offbeat - Videos that challenge a taboo or that seem otherwise strange and unlikely can be highly popular •Unusual - An unusual image or clip may be further edited by other content creators, an action that amounts to free advertising for the company

(ch. 13) are all metrics honest?

NO -there are many ways to manipulate the metrics -many dishonest people sell fake metrics like on facebook

(ch. 13) measurement of a firm's social media marketing activities is-

NO LONGER OPTIONAL

(ch. 13) goal

a broad primary outcome -example: increase sales of hot sauce

(ch. 5) a podcast is

a digital audio or video file that is episodic, downloadable, and program-driven, mainly with a host and/or theme; and convenient, usually via an automated feed with computer software.

(ch. 13) KPIs

a key performance indicator is a metric that directly measures the impact on achievement of a business objective

(ch. 13) tactics

a measurable step you take to achieve a strategy -Publish special offers on Twitter via other various accounts Answer questions from customers and prospective customers om Twitter. Be a resource to our customer community

(ch. 13) metric

a number, can be a count, ratio, can be quantitative or qualitative -examples: # of clicks to a link, # of visitors to a site, # of views on a video, change in data sets over time

(ch. 5) what is content marketing

a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly- defined audience and ultimately to drive profitable customer action

(ch. 5) what is a blog?

a website that has regular updates (or blog posts) where the most recent updates are displayed firsts -blogs often allow readers to leave comments and respond to the blog posts -a blogger is then a person who administrates, writes, and updates a blog

(ch. 5) webinar technology has evolved over the past few years, making the medium-

an effective low cost marketing solution

(ch. 13) target

fill this in with the financial or unit amount you want to drive toward example: 25,000 additional red tires sold in Canada Q3

(ch. 5)white papers are typically intended-

for the reader to review before making a purchase

(ch. 13) customers are rated 0-10 based on the answer to a single question-

how likely is it that you would recommend (BLANK) to a friend or colleague? 9-10=promoter 7-8= passives 0-6= detractors

(ch. 13) In the evaluation stage, the SMMer measures and demonstrates

how the SM activities have contributed to achievement of business objectives

(ch. 5) what is a webinar (or aka teleseminar)

is a seminar that is conducted live over the web and unlike a podcast is designed to be interactive

(ch.5) article directory

is a website where users submit original articles for approval and syndication (free distribution to other websites with proper attribution)

(ch. 5)how long should ur video be?

less than 1 min

(ch. 5) for brands, what moments truly matter?

ones when customers are looking to engage with brands

(ch. 13) ROI aka return on investment

problematic bc it is difficult to define the relevant terms in a marketing context.

(ch. 13) the net promoter score divides customers into three classes

promoters passives detractors

(ch. 13) marketers find it easier to track

relevant HASHTAGS. - care must be taken into data collection and interpretation -the most direct way to track is to set up a hashtag and promote it

(ch. 13) NPS (net promoter score) is calculated by

taking the percentage of promoters and subtracting the percentage of detractors then uses a + or - + means good rating +50 is EXCELLENT

(ch. 5) marketing with articles, e books, and white papers

•Ultimate goal: draw attention and develop a company's reputation for thought leadership and then use that expertise to generate sales •Do not include the product name in the description or title •Do not miss the larger opportunity to advance a brand's image and reputation by making the mistake of treating these publications as purely a marketing platform •e-books and white papers is that they have high-perceived value to the recipients

(ch. 5) Tips for successful blogging

•Use catchy titles •Update frequently •Keep posts focused •Content should be authentic •Invite comments •Promote the blog

(ch.5) marketing with webinars and podcasts

•Webinars are an ideal format for training sessions or information sharing •Webinar registration can be used to gather information about potential clients •Webinars are interactive and effective collaboration tools •Podcasts are less interactive and effective teaching tools with ongoing accessibility •Marketing strategies that leverage that deeper connection can be highly successful in using webinars and/or podcasts

(ch. 5) video marketers have to be ready for these micro moments

•Window to engage with customers is small •Most people check their phones 150 times a day •Spend ~ 177 minutes on their phone per day •On average each mobile session is 1 min 10 secs

(ch. 5)a white paper is expected to have-

•at least six pages of text and to provide useful information about a business or technical issue

(ch. 5) Creating and sharing podcasts

•can be as simple as leaving a voice mail

(ch.5) Articles vs. blogs

•the length of the piece and the depth of content •Readers expect more research, fact checking, and polish on an article •Most marketers favor article directories without the no-follow requirement •Creating an appealing title can make or break an article's distribution success •The article itself should deliver on the promise made by the title

(ch. 13) Best practices for internet metrics

◦1. Apply Avinash Kaushik's "so what" test. ◦2. Be sure that the metrics choices are acceptable to the brand managers who will use them. Ensure that they are in line with the business objectives of those users. ◦3. Identify the metrics that drive business results, and make them your KPIs.

(ch. 13) Best practices for analytics

◦1. Create dashboards that show real-time data for KPIs in ways managers find easy to grasp. ◦2. Send an analytics report by email each month to draw managers' attention to their dashboards. ◦3. Meet with managers on a regular basis to discuss the insights to be drawn from the analytics.

(ch. 13) measurement enables marketers to

◦Assess progress toward achieving marketing goals; ◦Determine how strategies are performing; ◦Make necessary adjustments to achieve goals. ◦Many similar models & frameworks, often masked by different terminology, has contributed to confusion.