MKT 342 Exam #2

the objectives of social media are the...

"why" the reasons/purpose for social media marketing

engagement can be...

.positive or negative

social networking sites typically vary in terms of what 3 important dimensions?

1. audience + degree of specialization 2.. social objectives that mediate the relationships among members 3. degree of openness

5 characteristics of social fans

1. emotional engagement 2. self-identification 3. cultural competence 4. auxiliary consumption 5. production

3 elements of the experience design

1. type of tactic 2. content type 3. content strategy

4 steps of social media workflow

1. understand vision 2. assign responsiblities 3. complete projects requiring different skills 4. prioritize resources

industry best practices suggest that the content mix should follow what?

80-20 80% of content is audience-focused, 20% is brand-focused

the type of tactic chosen must....

align with relevant zones of social media

a social media strategy should be based on...

an experience

social media is best used if it is based on _____ that captures the target audience attention, passion, and needs

an experience

______ repurposes content

atomization

content can be partitioned and/or repackaged in several ways while still remaining strategically aligned

atomization

characteristic of social fan referring to the fan collecting and consuming related objects

auxiliary consumption

examples of themes

back to nature adventure relaxation

social entertainment zone is tactically used to...

be entertaining + engaging

content themes may be based on...

brand values, industry issues, target audience interests, IMC campaigns, seasonal events

brand's style =

brand's persona

social community zone is tactically used to...

build relationships

how do brands act as a node in the network's social graph

by creating a brand profile within selected SN communities

identifies the vehicles the brand will use to reach + communicate with the target audience and summarizes the tactics that are recommended for each

channel plan

tools for what of tactical planning

characteristics of effective tactics content marketing matrix quiz for content strategy development content strategy framework

in social media, _____ is king and _____ is queen

content conversation

captures which content is scheduled and prioritized for an organization

content calendar

how can a campaign tie value of filtering to the social media experience?

content includes microsite, branded video content, and interataive app (Brita)

plots content type according to whether the info being delivered in the content type is emotional or rational and whether the target audience is in active or passive stage of purchase process

content marketing matrix

themes are part of...

content strategy (designing the experience / the 'what')

brief written document of the decisions for publishing standards + style

content strategy document

information asset whose attributes distinguish it from all other kinds of content

content type

if objective is to differentiate brand from competition, what are tactics?

create content for blog that highlights points of differentiation host reviews/ratings on-site, optimize for mobile search use email marketing to request reviews 10 days after purchase

if objective is to build brand image + reputation, what are tactics?

create/produce/distribute/post content following content calendar include interactive elements retain influencers to seed priority content

document the required characteristics and elements of each content unit

creative brief

characteristic of a social fan referring to the fan having an understanding of the object

cultural competence

fundamental fields of a content calendar

date it will be published topic/headline author owner (who is in charge of ensuring the content goes from ideation to publication) current status of the content

______ answers the what of tactical planning

designing the experience

if objective is to create brand awareness, what are tactics?

develop brand profiles in selected SNS post daily in each network respond to comments/questions use influencer list to target conversations around campaigns

a good experience should be.. (5 characteristics)

discoverable authentic conversational scalable sustainable

messages that are distributed at no cost to the company and by methods beyond the brand's control

earned media

as knowledge of a brand increases, so does...

emotional attachment

characteristic of a social fan referring to the object being meaningful in the life of a fan

emotional engagement

inspiring content type = ____ + _____ in the content marketing matrix

emotional, active

entertaining content type = _____ + _____ in the content marketing matrix

emotional, passive

_____ is a key word of social media because of its culture of participation and sharing

engage

encourages participation among consumers

experience strategy

engagement can be impacted with ______ + ______

experience strategy careful PR

open to people who are not affiliated with the site's sponsor

external social network

2 most popular B2B channels used

facebook (37%) and linkedin (40%)

2 most popular B2C channels used

facebook (66%) and twitter (11%)

top 2 paid social media?

facebook ads (87%) and Google ads (39%)

indicator of the brand's success in establishing a known presence within a community

fan base

only requirement for content theme =

fit with brand, target audience, and tactics being employed

truly buzz-worthy content

hero content

3 levels of content

hub hygiene hero

content published less frequently than hygiene content but is of greater value to the target audience and more likely to generate interest/engagement

hub content

content that is a constant foundation. serves as the brand's active presence in each social community, includes archived "evergreen" content. useful/reliable over time

hygiene content

increasing brand knowledge + emotion =

increased perceived value of the brand

top 3 reasons why people friend brands on social media

interested in their product/service interested in promotions entertaining

SNS can be ____ or ______

internal external

provides a method of communication and collaboration that is more dynamic and interactive

internal social network

if objective is to retain customers/build loyalty, what are tactics?

invite UGC tied to each campaign/SNS thank contributors publicly positive WOM triggers monitor brand mentions

if objective is to generate demand/acquire customers, what are tactics?

keyword monitoring to alert for follow-up from sales team influencer initiatives periodic flash sales announced on SNS

examples of publishing standards

keywords, tags ensuring SEO guidelines for title/headline work count preferred headline words types of preferred interactivity

_______ makes a big difference in terms of the buying decision

level of engagement

why of tactical planning answers...

objectives

paid advertising in social networking communities

paid media

character description that highlights key info about the target audience

persona

Isaiah-House theme must be....

positive and reassuring

how of tactical planning answers...

producing the content

how of tactical planning refers to _____ and _______

producing the content scheduling the content

creative briefs are used in..

producing the content / the 'how' of tactical planning

characteristic of social fan referring to the fan producing content related to the object

production

social publishing zone is tactically used to...

provide info or educational material

must ensure that all social media publications are optimized for effectiveness

publishing standards

convincing content type = _____ + ______ in the content marketing matrix

rational, active

educating content type = _____ + _____ in the content marketing matrix

rational, passive

5 components of diffusion of innovation

relative advantage observability trialability compatibility simplicity

the social media team needs to determine ______ and ______

roles workflow

characteristic of a social fan referring to the fan publicly and personally identifying with like-minded fans

self-identification

actions taken to execute the social media strategy

social media tactics

sequence of connected steps that enables the organization to act efficiently with minimal overlapping tasks + resources in order to implement the SM marketing plan effectively

social media workflow

set of socially relevant nodes connected by one or more relations

social network

creating a brand profile in social networking communities

social presence

repurposing talent and brand assets =

source content

mapping objectives links what 4 things?

strategic objective strategy tactical objective tactics used

parts of the content strategy

style publishing standards content strategy document

brings social media marketing strategy to life. includes determining the right channels, content to deliver the desired experience, rules of engagement, and schedule

tactical planning

examples of talent and brand assets

talent = web + graphic designers brand assets = video footage, commercials, print ads

________ was a key component of the strategic social media marketing planning process. why?

target audience research understand what experiences might inspire action

who of tactical planning answers...

target market/audience

for social media marketers, what equates to big stress at work?

the "always on" nature of social media

content strategy must know ________ in other communications media

the brand's style and personality

______ answers the who of tactical planning

the buyer persona template

______ answers the where of tactical planning

the channel plan

top reason why people unfriend brands

too many promotional messages

content type might include....

videos, photographs, infographics, gif, images, etc

the content calendar will reflect the intended ____ and _____ for each channel in your SM plan

volume frequency of activity

content strategy helps answer the ____ of tactical planning

what

where of tactical planning answers..

what channels to use, IMC

what of tactical planning answers...

what will the brand ask target market to do? *call to action*

questions on the personal template for social media tactics

who are they? benefits sought? what do they like to do on SM? what type of SM user are they? which SM channels are they actively using? what is their social technographic category? what are their favorite types of social content?

5 basic questions answered with tactical planning?

why who where what how