Chapter 3 Review sheet

sentiment analysis

Using a technique known as __________, marketers can analyze the content found on sites like facebook, twitter, and online blogs and reviews to assess the favorableness or unfavorableness of the sentiments.

Excite, Educate, Experience, Engage

What is included in the 4E framework for social media?

Salesforce.com

What is one example of a company that specializes in monitoring social media, offering sentiment analysis to then helps its clients engage with customers.

true

(true or false) Sentiment analysis allows marketers to analyze data from sources such as facebook, twitter and online blogs. To collect consumer consumer comments about companies and their products. The data is then analyzed to distill customer attitudes and preferences, including reactions to specific products and campaigns.

Extended network

An example of ______ is how many friends do your followers have that can potentially see what they share or like on your content?

social reach

An example of ________ is how many followers you have on your social media pages. How many people are staying in tune with your social media and brand.

Influence

An example of __________ is how many of your followers are actually engaging in your content and are influenced by its offerings/ your posts? (whos liking your posts, and commenting on them)

Excite

to _______ customers, an offer must be relevant to its targeted customer. To achieve this things such mobile applications and games to get customers excited about an idea, product or brand, or company are usually used.

engagement

(the fourth E) With ___________ comes action, the potential for a relationship, and possibly even loyalty and commitment. The first 3 E's of the social media framework help to set this up. Through social media tools such as blogging and microblogging, customers actively engage with firms and their own social networks.

Listening

From a market research point of view, companies can learn a lot about their customers by __________ to (and monitoring) what they say on their social networks, blogs, review sites, and so on.

1. Listen 2. Analyze 3. Do

How do firms engage their customers?

ROI (return on investment)

In keyword analysis once the company as refined their site they can assess _____________ made by improving the site. This would be done by calculation of the incremental profit increase divided by the investment on the site improvement.

Traffic

One of the three main categories of analyzing. It revolves around determining the amount of people using a company's site, visiting their blogs, or tweeting about them. Measures used determine ________ include.... 1. hits - total requests for a page. (visits to a particular site, unique visitors to the site.) 2. page views - number of times any page gets viewed by visitors.

Educate

Several social media tools are used in helping marketers _______ their potential customers, such as blogs and blogging tools, hubspot, youtube, and google+

Do

The ______ stage is the stage where steps not so different from Integrated marketing communications are used to implement all the information the company as learned from the listening and analyzing stages. 1. identify a strategy and goal. 2. identify target audience. 3. Develop the campaign 4. Develop the budget 5. Monitor and change.

educate

The second E of the 4E framework constitutes as a method to develop a sustainable competitive advantage.

Negative

________ engagement has the potential to be even more damaging than positive engagement is beneficial.

Positively

___________ engaged customers tend to be more profitable consumers, purchasing 20 to 40 percent more than less engaged customers.

Relevancy

____________ Can be achieved when trying to excite customers by providing personalized offers, which are determined through insights and information obtained from customer relationship management and/or loyalty programs.

Customer Tracking

The second category of analyzing. Involves learning who the visitors are, what they are doing, and what engages and excites them. To analyze these factors, social media marketers use metrics such as the following. 1. Bounce rate - percentage of times a visitor leaves the site almost immediately, such as after viewing only one page. 2. click paths - shows how users proceed through information. 3. conversion rates - measure that indicates what percentage of visitors or potential customers act as the marketer hopes, whether by clicking, buying, or donating.

experience

The third E of the 4E framework is __________ this is achieved through fact that social media offers _________ based information that was not previously available unless consumers bought and tried the product or service. -video tutorials online on how to use a product - Ex. home depot has user manuals online on their website to help you install things you bought at the store.

Keyword analysis

The third step of analyzing. It helps to determine what keywords people use to search on the internet for their products and services. With this information they can refine their websites by choosing keywords to use on their site that their customers use.

analyze

There are 3 main categories involved in the second step of how firms engage their customers using social media. This step is known as ___________, it involves the following. 1. Traffic 2. Customer tracking 3. Keyword analysis

Social reach, Influence, Extended Network

What metrics have marketers developed to assess individual brand equity on social media?

excite, educate, experience, engage

- __________ customers with relevant offers. - ____________ them about the offering. - Help them ____________ products, whether directly or indirectly. - Give them an opportunity to ___________ engage with their social network.