social media marketing exam 2

List and describe the three types of target market strategies discussed in class

- Mass/undifferentiated: Example - CVS pharmacy, ignore segment differences -Concentrated: Example - BabiesRus, 1 segment -Differentiated: Example - Gap Inc, 2 or more segments

Word of mouth also spreads through weak ties. Define: (1) weak ties, (2) strong ties. Which type of ties are: (1) more influential, (2) help spread information faster?

- Weak ties: • Not well known • Acquaintances, strangers • Spread into faster - Strong ties: • Very well known (true friends) • More influential

In considering the "what," define: (1) organic WOM, (2) common ground

-Organic WOM: Original talk about the product, not influenced by anything. Can be positive or negative. Organic WOM occurs naturally when people become advocates because they are happy with a product and have a natural desire to share their support and enthusiasm. -Common ground: Message interpreted in the same way as it is send, being on the "same page"

Average response time

Assesses response time to user comments on the company's social media properties. This is a measure of the time it takes for your brand to respond to discussions and other content posted on social media platforms.

What are:(2) online communities

Communities supported by internet access for virtual communication.

True or False? Posts made through Hootsuite are always scheduled instantly.

False, there is an option while posting a post which enables the user the select when the posts should be posted. Manually schedule messages to publish on a specific date and time, or let AutoSchedule schedule them for you.

What are: (1) communities

Group of people who come together for a specific purpose guided by communication policies.

Describe Hootsuite

Hootsuite is a platform was managing various social media platform at once. (Social media management tool) Using Hootsuite, businesses can save time managing all aspects of their social media presence while revolutionizing the way they reach their customers and prospects. Hootsuite is used to make life easier by spending less time managing each social media platform individually.It helps with monitoring the feedback and success of posts.You are able to create teams from your organization on Hootsuite.It gives you the ability to assign specific tasks for each person and be able to communicate effectively with all of them.

Reach

Indicates the number of Twitter followers, Facebook fans, LinkedIn group members, Instagram view count, and so on. This is a measure of how many people are on your brand's social media platforms

What is the name of the page on Hootsuite where all social media platforms are managed?

dashboard

List and describe the steps in the 3-step PDC.

o 1. Id persona roles: by customer types (business travelers, family travelers, and budget) o 2. List needs and situational triggers (BT - cost, comfort, efficient | budget - cost), situational triggers can be rewards program, wifi for BT, and deal and win free travel for budget travelers. 3. Create messaging objectives: (what do you want to communicate) such as, BT will be reassuring customers, informing them. Whereas for budget customers messaging objectives could be persuading them.

Describe the following measures of social media: (1) activity, (2) interaction, (3) performance.

o Activity: Inputs or actions (how many people) o Interactions: response or engagement (response to what marketer is posting) Performance: outcomes (financial or other)

Describe the four types of segmentation bases discussed in class

o Demographics: it includes consumer data such as: ▪ Objective ▪ Quantifiable ▪ Identifiable ▪ Measurable o Lifestyles ▪ How people live, and spend time/money o Geographic ▪ Where people live o Psychographic ▪ It is a combo of demographics, lifestyle, and geographic Eg: Prizm, Claritas, MyBestSegments

Data gathered from SMM analytics are called ______.

o KPI's - Key performance indicators o Your metrics are measures, and KPI's are also metric measures that tie back to goals.

What is the most challenging aspect of SMM?

o Measuring ROI o Tying social activities to business outcomes o Developing our social media strategy

What are: (1) metrics, (2) KPIs?

o Metrics: Metric are measures. ▪ Metric is a number • Metric can be either a count or ratio • Metric can also be either quantitative or qualitative o KPI's: are metric measures that tie back to goals ▪ Is a metric that helps you understand how you are doing against your objectives. Directly measures impact on achievement of a business objective.

NPS is an acronym for ______. What is NPS used for?

o NPS is Net Promoter Score. o NPS are calculated using the answers to a single question, using a 0-10 scale: How likely is it that you would recommend (brand) to a friend or colleague. ▪ Respondents are then grouped into three of the following: • Promoters: (score 9 to 10): they are loyal enthusiasts who will keep buying and refer others, fueling growth. • Passives: (scores 7-8): they are satisfied but unenthusiastic customers who are vulnerable to competitive offerings. • Detractors: (scores 0-6): are unhappy customers who can damage your brand and impede growth through negative word-of-mouth. o NPS = % of detractors - % of promoters. § Can range from -100 (if every customer is a detractor) to 100 (if every customer is a promoter)

List the four steps in SMM targeting

o Optimize media posts and schedule ▪ Demographics ▪ Lifestyle ▪ Media use • Internet use behaviors • Mobile use behaviors • Offline use behaviors o Create personas for each segments ▪ Persona roles ▪ Needs ▪ Behavioral triggers for each role ▪ Messaging objectives for each role o Develop media plan for each targeted segment ▪ Messaging objectives ▪ Media mix ▪ Media scheduling ▪ Evaluation and more o Optimize media schedule and posts ▪ Best days, times to post Optimize post for platform

Two measures to consider when assessing ROI of SMM are reach and frequency. Define these two terms.

o Reach: Number of people who are exposed to your message. (Target audience) o Frequency: Number of times the message is exposed. Higher frequency is preferred but not too heavy as the content gets more irritating and ineffective. It wears out.

Define SMM monitoring using the Barker et al. (2017) and Tuten and Solomon (2015) definitions provided in class

o SMM monitoring is the process of tracking, measuring, evaluating. (Barker et al) o SMM monitoring is the process of listening to and monitoring conversations. What was said, when, by whom, and how many times. (Tuten & Solomom 2015)

In the target marketing process, there are three steps: STP

o STP is an acronym for: ▪ segmenting ▪ targeting: define, identify the target market ▪ positioning

Describe the segmentation process

o Segmenting process is dividing the market ▪ Homogenous within heterogeneous ▪ Measurable (have certain number of customers) ▪ Substantial (substantial enough so that the group is worth) ▪ Reachable and responsive (you can actually reach, get the message out and getting response) Operational (act on it)

Define: (1) target audience, (2) personas

o Target audience: Group of people to reach with social media marketing messages o Personas: (segment of target market) ▪ Target audience with different: • Demographics • Constraints - technology, language, vision, etc. Needs and wants

Qualitative metrics in SMM measures

o the quality of influence, impact, and advocacy. ▪ Engagement: • Mentions • People talking about brand ▪ Influence: • Sentiment (positive, neutral, negative) • Net promoter score • Klout score ▪ Impact: • Satisfaction • Loyalty ▪ Advocacy: • Content of ratings/reviews • Organic posts by advocates • Employee ambassadors

Quantitative metrics in SMM measures

o the quantity of exposure, engagement, influence, impact, and advocacy. ▪ Exposure: • Page visits visitors • Unique visitors • Visits per channel ▪ Engagement: • Repeat visits • Time spend on site • Total interactions on post/page ▪ Influence: • Links associated with brand attributes • Purchase considerations • Likelihood to recommend ▪ Impact: • New subscribers • Number of referrals • Number of content downloads ▪ Advocacy: • Online ratings • Ratio mentions to recommendations Number of brand fans/advocates

What refers to

optimizing content, knowing what appeals them

When refers to

optimizing posting schedule for each platform.

Some analytics software have ______ (e.g., Hootsuite Pro) while others are ______ (e.g.,Google Analytics).

fee, free

SMM analytics is part of ______.

social media marketing monitoring

Where refers to

social media platforms, such as where do they live on social media

List and describe the 5 attributes of online community. Word of mouth spreads through culturally defined symbols and messages, e.g., in the form of memes

▪ Democracy: "Rule by the people". Opinion leaders due to reputation. Shape other people's behavior (opinion leaders) ▪ Presence: Experience through interaction in online environment (on any platform) ▪ Conversations: Communication AVAV (audio, visuals, audio visuals) ▪ Standards of behavior: Rules (norms - how to behave). No rules = chaos ▪ Level of participation: Requires participation for survival. 80/20 rule: 20% community makes 80% contribution to the community.

Before getting into social media monitoring, it is important to take a step back and start with ______.

goals & strategies

Company posts

Measure how often the company posts on each social media platform. This is a measure to how active your brand is in posting on social media platform.

In the US, social media users are more involved in social media activity as:

Spectators.

Describe the function of streams

Streams display the content from your social networks in your Hootsuite dashboard. The Streams section of the dashboard is where you can monitor your networks and engage in social conversations.Before you can add a stream to your dashboard, you need to connect the social profile you want to monitor. Add social networks to your dashboard first, and then add corresponding streams for each one.

What are the first three lessons you learned about target audience identification in SMM?

Know your audience Know your audience Know your audience

Describe the following measures of social media presence

Sentiment Analysis Reach Company Posts Feedback Average Response Time

Feedback

Shows the number of comment, likes, or replies to company-generated content. This is a measure of the volume of responses or communication to your brand from members on social media platforms.

Sentiment Analysis

Shows the number of positive, neutral, or negative mentions on each social media platform where the company has a sizeable presence.This is an assessment of what people are saying about your brand on social media platforms.

· Define culture, using the definition provided by Tuten and Solomon (2013).

is shared knowledge, myths, norms, and language.