COM 325 - Quiz 4

Audience Reception

Audience reception research understands the active role that audiences play.

Gofundme

DIY

What 3 areas of media reception does Audience Reception take into account?

Individual qualities and life experience of audience members. / The meaning that audiences make at the moment of consumption. / Subsequent decision-making processes.

Donor Pyramid

Major Donors (top) / Mid-Level Donors / Small Donors

Return on Investment

Measures the amount of return relative to investment's cost. Formula: ROI = (Gain from investment - Cost of investment) / Cost of investment

What are some strong listening tools?

Monitor competitors, Sprout Social, Google Alerts, Mention, Feedly, Icerocket (blogs), Search Facebook, Search Twitter

Listening vs. Monitoring:

Monitoring: takes a scrape and dump approach, which can be helpful for collecting any and every mention. Listening: takes a reflect-and-analyze approach, helping to notice patterns and insights, things like sentiments (how do people feel when they talk about me?) and channels (where are the conversations happening?).

Organic Reach

Refers to how many people you can reach for free on Facebook by posting to your Page.

Kickstarter

project

Quantitative Research Methods

structured data / statistical analysis / objective conclusions / surveys, experiments / Big data/Secondary data analysis / Content analysis/Technology enabled data analysis.

Experience Gap

the difference between what the customer expects and what they experience across industries and commercial channels. The truth is many industries in the B2C and B2C marketplaces are significantly behind the level of service, speed and overall shopping experience expected by modern consumers.

Total Reach

the total number of people on Facebook that saw your content through either organic and/or paid reach. Organic Reach + Paid Reach = Total Reach.

Paid Reach

the total number of people who saw your Facebook post as a result of you running a paid ad or "boosting" your post.

Contributory Consumption

A percentage of every transaction between brands and consumers is reserved as a donation to a cause.

Diffusion

"How can get our message out and find our audience?

Mobilization

"Let's motivate individual users to share their real-life experiences with our product."

Community

"Who is our target audience, and how can we curate content that encourages dialogue?"

Media Ethnography

Explores everyday media practices and lived experiences, and is able to understand culturally specific ways of how individuals live in the world around them. Marketers should examine how users engage across different (social) media platforms, as more and more technologies are designed to easily interact with each other. / Do not just examine how users are accessing your content on cross-platform sites.

Focus Groups

Focus group is a controlled group interview of a target audience, usually consisting of 5-12 participants, that is led by a facilitator through a series of guided questions and topics. / One of the most trusted and widely used research methods in the field of marketing. / Capture audience opinions quickly, understand nuances between members, and gain a sense of sentiments towards a new product.

Location Based SM

Geo-specific social media monitoring tools are different from the conventional keyword-based monitoring tools in many respects. For one thing, these tools offer a clear picture of what's happening at a particular location, which helps you reach out to local audiences. Plus, they allow you to connect better with your community by engaging with local social media influencers and leveraging local hashtags.

Benefits of Social Media Analytics

Helps marketers understand how many audience members their message is reaching. / Can break audience down into segments according to age, race, gender, and geographical location. / Provide aggregate quantitative data of audience behavior on social media; Highly statistical in nature.

Why Contributory Consumption Works

Helps to emotionally brand an organization (fights cognitive dissonance) / Individuals wish to be identified positively / Social Network Influence / Little cost to organization.

Viral Marketing Example

Hotmail, one of the first free web-based email services. The strategy is simple. --> Give away free email addresses and services. / Attach a simple tag at the bottom of every free message sent out: "Get your private, free email at http://www.hotmail.com." / Then stand back while people email to their own network of friends and associates. / Those friends and associates see the message. / They sign up for their own free email service. / Thus, they propel the message still wider to their ever-increasing circles of friends and associates.

Listening

Increasingly interested in the manner in how consumers interact with media messages, rather than only finding value in counting the number of followers or fans. Eval should mirror the assumption of "pull and stay" marketing. Use SMM to listen to your consumers and tell them that you care about them.

Why is Organic Reach declining?

More and more content is being created and shared every day. / There is now far more content being made than there is time to absorb it. On average, there are 1,500 stories that could appear in a person's News Feed each time they log onto Facebook. For people with lots of friends and Page likes, as many as 15,000 potential stories could appear any time they log on. / As a result, competition in News Feed the place on Facebook where people view content from their family and friends, as well as businesses is increasing, and it's becoming harder for any story to gain exposure in News Feed. In addition to the growth in content, people are also liking more Pages.

Mobile Marketing

Multi-channel, digital marketing strategy aimed at reaching a target audience on their smartphones, tablets, and/or other mobile devices, via websites, email, SMS and MMS, social media, and apps. Mobile is disrupting the way people engage with brands.

Social Media Analytics

Primarily interested in the number and type of click-through links posted to social media sites.

Authenticity

Staying true to who you are, How you are different from your closest competitor.

Social Listening

The "process of tracking conversations around specific phrases, words or brands, and then leveraging them to discover opportunities or create content for those audiences"

Qualitative Research Methods

Unstructured data / Summary / Subjective conclusions / Interviews, focus groups, observations, textual analysis

Viral Marketing

a business strategy that uses existing social networks to promote a product. Its name refers to how consumers spread information about a product with other people in their social networks, much in the same way that a virus spreads from one person to another.

Trolls

creating discord on the Internet by starting quarrels or upsetting people by posting inflammatory or off-topic messages in an online community. Basically, a social media troll is someone who purposely says something controversial in order to get a rise out of other users.

How to Improve Experience Gap

focus on improving the following three areas of your business, Employee Engagement, Digital Capabilities, Cross-Functional Collaborations

Crowdfunder

investment