SMM Part 3 (FINAL)
original content
flagship content should be categorized as
all of the above
questions that facilitate channel selection
how many phases are there in social media marketing maturity?
there are three phases
genre
method of play
characteristics of brand experience
enable participation and sharing, inspire the audience to participate and share, attract attention, break through clutter, deliver the intended message, and aid comprehension and recall, while positively influencing the brands attitudes and purchase intent
social entertainment
encompasses events, performances, and activities, which are experienced and shared using social media, and designed to provide the audience with pleasure and enjoyment.
incentivized content
encourage by the chance to win something
why did the FTC introduce guidelines
ensure transparency and guard the public from flagship content
3-way linking
ensures that their pwn sites link to each other in sequence and then back to the original site
social media audit
ensures the team understands the brand's experience in social media
beehive
example of an internal social network
scandals fans
example of self-identification
5.Broadcast Networks
exist when many people repeat prominent news *hub, but the news is spread through re-tweets
role playing games
games in which the players play a character role with the goal of completing some mission, are closely tied to the milieu of fantasy.
social media tactics will
guide a brands activities in brands of social media marketing but must fit with objectives
standards for content
guidelines for title or headline word count, links and thumbnails, use of an image of a specific size, inclusion of campaign hashtags, and use of call to action
**MOTIVATED BY MOBILITY** Digital collaborators
have made the most gadgets of any group and use them to work, play, create and share by visiting social networks with their mobile devices
script placement
include verbal mentions of the brand's name and attributes in the plot
Elements of the social media marketing metrics matrix
1. Activity metrics: Organizations social media marketing efforts 2. Interaction metrics: Target market engagement with social media marketing 3. Return metrics: outcomes achieved from social media activities and engagement
Authenticity
Accept comments, even negative ones
Direct Response TV (DRTV)
Advertising on TV that seeks a direct response, including short commercials of less than two minutes, 30-minute or longer infomercials, and home shopping networks.
Direct Marketing
Any direct communication to a consumer or business recipient designed to generate a response in the form of an order, a request for further information, and/or a visit to a store or other place of business for purchase of a product.
Assess
Assess the costs of the program and the potential value of the results.
Social Commerce
CRM/service, retailing/sales, human resources
Reverse tracking
Conducted after an activity or campaign has concluded
Step 5 of a social media marketing plan
Create an experience strategy
Define
Define the results that the program is designed to promote.
Forward tracking
Developed prior to launching the activity or campaign
Participatory
Encourage customers to review
Sampling error
Error occurring when sample selection results in a sample that fails to accurately represent sampling frame; in social media, challenges due to school and participation effects
Step 7 of a social media marketing plan
Execute & measure outcomes
Reciprocity
Express gratitude for value of reviews
flagship content
also referred to as evergreen content
editorial message
an expression of option or interpretation along with the factual information
content type
an information asset whose attributes distinguish it from all other kinds of content
a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople
script placement
a character eats doritos, drinks mountain dew and sprays axe to reboots in a game
Catalog
a collection of products offered for sale in book form, usually consisting of product descriptions accompanied by photos of the items
call to action
a direct request in a marketing message for a specific behavior
Transactional Selling
a form of personal selling that focuses on making an immediate sale with little or no attempt to develop a relationship with the customer
gallery
a gallery represents shared content that others can view and pass on to their networks
Brand Community
a group of social network users who share an attachment to a product or brand, interact with each other and share information about the brand
social media
any tool or service that uses the internet to facilitate conversations
2.Tight crowds
are HIGHLY CONNECTED people such as hobbyist, fans or professional groups
dynamic links
are not paid for but are delivered based on the search engines model to deliver relevant search results
3.Brand clusters
are talking about BRANDS but the people are not talking with each other
social media policy
a organizational document that explains the rules and procedures for social media activity for the organization and its employees
social media workflow
a sequence of connected steps that enables the organization to act efficiently with minimal overlapping tasks and resources in order to implement the social media marketing plan effectively
identity portability
a single profile would provide access across social networking sites with a single login and shared information
objective
a specific statement about a planned social media activity in terms of what that activity intends to accomplish -118
content marketing
a strategic marketing approach that focuses on creating and distributing content that is valuable, relevant and consistent
vertical network
a type of networking site that has emphasis on hobbies
lets play video game format
a video coverage of a gamer in game play with commentary
youtube
a video-sharing website in which users can upload, view, and comment on videos
a website that enables users to send and receive "tweets," messages up to 140 characters long
a website where users may create a personal profile, add other users as friends, and exchange comments, photos, videos, and "likes" with them
3 decisions of social networking sites
audience and degree of specialization, degree of openness, the social objects that mediate relationships among members
social music promotions
audio ads, branded playlists, takeovers
instagram stories
achieve a greater reach than snapchat and hav higher resource efficiency
Follow Up
activities after the sale that provide important services to customers
creative message strategy
advertising campaign equivalent of experience strategy
example of audience centric post
burton shows the benefits of its new snowboard on social media it is both audience centric and sales oriented
strategy
considers the situational analysis, target audience, and objectives to guide the zones of social media the brand can best use to reach and engage the target audience
as we move down the ladder what are the segments responsible for?
consumption rather that creation
tactics rely upon
content as the social object in which the audience can engage
filler content
content repurposed from other sources
organic content
content that a person feels intrinsically motivated to prepare and share
emotional or rational; passive or active
content type is plotted as either _____ or ______ and plots the audience as either being _____ or ______ stage of purchasing
evergreen content
content with a long expiration date
resource hook
content written with the intent to be helpful to the target audience
pillar content
continues to attract viewers over time
hub and spoke (coordinated) structure
coordinated model, people who are cross functionally trained are ready to address various social media needs, most popular
lifestream
diary you keep through social media activities
Virtual Goods
digital products consumers buy for use in online contexts
creative briefs
document required characteristics and elements of a post
creative brief
document that helps CREATIVES channel their energy toward a sound solution for the brand in question
convert
drive sales by adding new customer
creative assets
drive their paid and owned media -124
gray hat
duplicates content on multiple sites
PHASE 2: TRANSITION PHASE
during this phase, social media activities still occur somewhat randomly or haphazardly but a more systematic way of thinking starts to develop within the organization
Step 2: Identifying objectives and setting budgets
elaborate on what is expected of the social media campaign and what financial and human resources are available to meet those objectives
fandom characteristics
emotional engagement, self-identification, cultural competence, auxiliary consumption, production
immersive video
inexpensive form of virtual reality
size of social media budget
influences the volume and frequency of content
keyword stuffing
insertion of a superficially large number of keywords throughout a site's content and tags
larger and older
instagrams population is both ____ and _____ than snapchat
Alternative Seekers
largest greeting card segment, view social media as an ANSWER to staying in touch with family and friends on a daily basis and on special occasions
key elements in social games
leaderboards, badges, friend lists
hubs and spokes
link wheels targeted pages are considered the ____ and link pages are considered to be the ____
action genre
live action soccer game
filler
lowest step on the value ladder
prototypes
mock ups developed
**MOTIVATED BY MOBILITY** Mobile newbies
more focused on old media than new
organic brand impressions
more influential and credible than paid impressions
spreadsheet
most commonly used format for a content calendar
hero content
most likely to be used for live event activation or contest activation
dandelion structure
multilayered hub and spoke model, appropriate for companies with strategic business units that still represent a core brand
internet penetration vs. sharing
nearly all of the countries reporting oversharing are in areas with lower internet penetration. Countries that undershare are European, where internet penetration is high
The Internet of Things
network of physical things, vehicles, buildings, devices which have embedded sensors, electronics, and network connectivity that can collect data and communicate it to each other
Location Based Social Networks
networks that integrate sophisticated GPS technology that enables users to alert friends of their exact whereabouts via their mobile phones
derivative branded content
news feed stories of brand interactions. When organic social ads are combined w social engagement or context ads, effectiveness improves
social storefronts
not included in the social entertainment zone
social media in sales
not likely to effect immediate sales because only on screen for a few seconds - goal is to get customers to click on the website
humor hook
obese skunk cuts out bacon sandwiches
counterfeit conversations
occur when an organization plants content that masquerades as original material an actual consumer posted
external environment
opportunities and threats, the uncontrollable elements outside a firm that the organization responds to in planning
social media TOUCHPOINTS
opportunities to interact with social media, leaves IMPRESSIONS, makes up data that marketers use to paint social identity
integrated marketing communications (IMC) plans
or marcom plans, provide in-depth detail on the execution of the (traditional) promotional portion of a brand's marketing plan
average page views per visitor
page views divided by visitors in a given time period
sponsored conversation
paid consumer content
action games
player chooses an action that the player executes
example of production
posting clips of your favorite show or predicting the next part of the show
monitor
posts that reflect listening and responding to user engagement
hub content
published less than hygiene but is greater value to the target audience
center-of-excellence model
pulls people with different kinds of expertise from across the organization to participate in social media marketing
purpose to generate awareness
psychographic segmentation
segmenting markets based on PERSONALITY, motives, lifestyles, and attitudes and opinions *richest picture of consumer segment
demographic segmentation
segmenting markets by age, gender income, ETHNIC background, educational attainment, family life cycle, and occupation
geographic segmentation
segmenting markets by region, COUNTRY, market size, market density, or climate
behavioral segmentation
segmenting markets into groups based on how they ACT with regard to a brand or product category
Impulse 3.contact comfort
sense of RELIEF we fell from knowing others in OUR NETWORK are accessible
organic social ad description
shared on a persons activity screen following a brand interaction
brand experience
should inspire the audience to participate and share and ideally captures a sweet spot where audiences passions and needs intersect with the identity of the brand and should be authentic, conversational, and discoverable
positioning statement
single written statement that encapsulates the position the brand wishes to hold in the minds of its target audience
onsite indicators
sites characteristics that search bots and search engine index
external social network sites
sites that are open to people who are not related to the sites sponsor
cookies
small pieces of data that are dropped onto consumer's hard drives
low reach, stickiness
social games have relatively _____ but overall games have a high degree of _______
centralized structure
social media department functions at senior level that reports to CMO or CEO and is responsible for all social media activations, all social media may not be adequately represented, customer care may suffer
integrated
social media management calendars are ____ rather than using spreadsheets
percentage of ad spend
social media marketing budget method, assigns a set portion of the overall advertising budget for the organization to social media activities
objective-and-task method
social media marketing budget method, considers the objectives set out for the campaign and determines the cost estimates for accomplishing each objective
Product Review Sites
social media sites that enable people to post stories about their experiences with goods and services
social media tactics
social media tactics are the actions taken to execute the social media strategy and tactics considers the objectives of the plan
bots
social media zombies, automated responses
components of an offsite social media optimization tactic
social news, microblog posts, social media press releases, social book marking
social publishing vs social entertainment
social publishing is used for orientation knowledge sharing and social entertainment is for entertainment sharing
objective
specific statement about a planned social media activity in terms of what that activity intends to accomplish
strategic planning
the process of identifying objectives to accomplish, deciding how to accomplish those objectives with specific strategies and tactics, implementing the actions that make the plan come to life, and measuring how well the plan met the objectives -106
Crisis Management
the process of managing a company's reputation when some negative event threatens the organization's image
brand experience
the sensations, feelings, thoughts, and behaviors evoked by brand-related stimuli when consumers interact with brands, whether during exposure to brand messaging, shopping and service interactions, or product consumption -124
Close
the stage of the selling process in which the salesperson actually asks the customer to buy the product
content
the unit of value in a social community
Telemarketing
the use of the telephone to sell directly to consumers and business customers
digital identity
the way we REPRESENT OURSELVES via text, images, sound, and video to others who access the web *this is the way marketers view you
secondary content
things that others create we feel are worth redistributing to our social networks, such as retweets, links to a celebrity blog, or even brands we "like" on our Facebook page.
**STATIONARY MEDIA PREFERRED ** Information encumbered
this group suffers from information overload. They prefer old media such as television to the Internet.
URLS
this info can be archived as an easy way to keep your online content audits up to date or to link older pieces of content in the new content you create
digital PRIMACY
this reflects a change in the culture of wired individuals who turn FIRST to DIGITAL channels for communication, information, and entertainment
strategy games
those that involve expert play to organize and value variables in the game system
real time marketing example
tide has a conversation with fans of scandal by posting a provocative image with a blood stain and saying they can get it out
terminable content
time sensitive -they have an expiration date after which the content isn't relevant
drive traffic
traditional media organizations use social publishing to _____ to their own media sites
hero content
truly buzz worthy content is
facebook ads
type of paid social media that is most commonly used by social media marketers
social media workflow benefits
understand the big vision behind daily tasks and projects know what each persons role and responsibilities are complete projects requiring different skills as a team prioritize time and resources
Publicity
unpaid communication about an organization that appears in the mass media
brand style guide
used to make sure we are consistent with the brands style and personality in posts
creators
users that actively produce content
social media marketing
utilization of social media or social networks to market a product, company, or brand
screen placement
visually incorporate the brand into the scenery are the most common form of product placement
brand persona
voice and tone of social media should be consistent with ____
**MOTIVATED BY MOBILITY** Roving nodes
want to be connected, but primarily for work. They use texting and email and rely upon their mobile devices for productivity.
game clutter
way to many games out there that compete for a players attention
value exchange offer example
when a player answers a survey between levels for points
transference effect
when players love a game, some of these positive feelings rub off on the brands they encounter within it
counterarguing
when spectators become actors, they are less likely to sit back and think of reasons why the advertising message on the screen doesn't apply to them
brand identity and style guide
when style of content is developed for social media what is used to ensure that brand standards are being followed?
self-identification
when you as a fan personally and publicly identify with other fans it is called
fandom
when you have a loyal following in an online community
emotional engagement
when you watch a movie and you relate to a character
which social media site is best for B2B marketers?
chris messina
who invented the hash tag?
owner of the content
who is in charge of making sure the content makes it from ideation to publication and promotion
specialized purposes
why are users utilizing social channels?
creative assets
characters or other recognizable features that drive paid or owned media
Inactives
*17%, none of the above online but aren't social participants
social
-accessible everywhere and not very expensive -not many people needed for training -delivers instantaneously -not permanent -participates in conversation
key characteristics of games
-brands benefit when they associate with a successful game
digital lifestyle groups are based on two characteristics:
1. a positive or negative view of digital mobility 2. their relationship with their assets (gadgets and services), actions (activities), and attitudes (how technology fits in their lives)
steps of the content value ladder
1. flagship 2. pillar 3. authority-building 4. basic 5. filler
What are the five variables involved in segmenting markets?
1. geographic 2. demographic 3. psychographic 4. benefits sought 5. behavioral
hygiene, hero, hub
3 levels of content recommended by google
editorial calendar
A plan for scheduling the creation of new or updated content for different audiences to support business goals for new visitors or increased conversion as part of content marketing
Sock Puppeting
A practice where a company executive or other biased source poses as someone else to plug a product in social media.
Transparency
Disclose invited/ incentivized opinions
Infomercials
Half-hour or hour-long commercials that resemble a talk show but actually are sales pitches.
**STATIONARY MEDIA PREFERRED ** Drifting surfers
INFREQUENT online users who wouldn't mind giving up the Internet and their mobile phone.
users/members
Individuals who have registered on a social networking site by completing the process involved, such as providing their name, user ID (usually an e-mail address), and password, as well as answering a few questions (date of birth, gender, etc.).
How many parts are there involved in a typical marketing plan?
It is four-part
How many parts are there involved in a typical social media marketing plan?
It is seven-part plan
Advocacy
Let people rate the value of reviews
social FOOTPRINT
MARK a person makes when he or she occupies digital space.
Infectiousness
Make it easy to share reviews
Buzz Marketing
Marketing activities designed to create conversation, excitement, and enthusiasm, that is, buzz, about a brand.
smartphones
Mobile phone with capabilities including Internet access and a camera. - constantly changing
Define the objectives: Step 1 in the DATA approach
Motivating some behavior from the target audience. Influencing brand knowledge and attitudes. Accomplishing the first two objectives with fewer resources than might be required with other methods.
Data sources for tracking in social media data ecosystem
Owned-site analytics (e.g., Google Analytics) SNS profile analytics (e.g., Facebook Insights) Social listening data analytics platforms (e.g., Brandwatch) Niche analytics solutions and API tools (e.g., Keyhole)
Consumer decision-making process
Problem recognition Information search Alternative evaluation Purchase Post-purchase evaluation
Step 3 of a social media marketing plan
Profile the target audience of social consumers
When we are talking about social media marketing what P is relevant?
Promotion; Advertising and Marketing Communications
Stage 4: Purchase
Shop within network options (e.g., Facebook Buy, InstaShop, Snapchat Deeplinks) Social shopping malls (e.g., Wanelo) Peer-to-peer marketplaces (e.g., Etsy) Group buys (e.g., LivingSocial, Groupon) Conversational commerce (chatbot services)
Partner Relationship Management (PRM)
Similar to a CRM, the PRM system allows both selling and buying firms to share some of their information.
app
Small software program, usually for mobile devices, for a narrowly defined use
What is social media research?
Social media research is the application of scientific marketing research principles to the collection and analysis of social media data such that valid and reliable results are produced.
Social media listening and the research process
Software or service systematically searches and scrapes data from social media channels. Data includes qualitative (e.g., verbatim comments) and quantitative data (e.g., source, volume, unit characteristics). Determining appropriate research design and setting research protocols ensures data collected are appropriate for research uses. Common applications include sentiment analysis and content analysis.
Frequency
The average number of times someone is exposed to a message
share of voice
The brand's share or percentage of all the online social media chatter related to, say, its product category or a topic.
auxiliary consumption
The fan collects and consumes related items and experiences beyond the basic object
Approach
The first step of the actual sales presentation in which the salesperson tries to learn more about the customer's needs, create a good impression, and build rapport.
Reach
The number of people exposed to a message
Sales Presentation
The part of the selling process in which the salesperson directly communicates the value proposition to the customer and invites two-way communication.
link baiting
careful crafting of a title that markets the content
CPA
cost per action ads must generate clicks, action leading to sales
plug ins
create the ability to easily share a sites content
stunts
one off ploys designed to get attention and press coverage Ex. When skittles let it's social media presence take over it's website
4 motivations according to play theory
power, identity, fantasy, frivolity
social media objectives
reach, engage, convert
youtube demographic
suggests you can target all ages
collectors
*20%, use RSS feeds, vote for websites, add tags effecient and organized users of social content; use RSS feeds, vote for websites online and add tags to pages and photos
creators
*24%, publish blogs, webpages, upload video & music they create content; add value to the social web and their social communities as they contribute content to be shared with others
conversationalists
*33%, update status on a social networking site, post on twitter maintain discussions with friends with status updates and comments; tend to be the youngest users and female
critics
*37%, post RATINGS & REVIEWS, comment on blogs, contribute to forums, edit wikis REACTORS to content; interact socially primarily by posting comments, ratings, or reviews and editing wikis
10 Pew groups
*motivated by mobility 1.Digital collaborators 2.Ambivalent networkers 3.Media movers 4.Roving nodes 5.Mobile newbies *stationary media preferred 6.Desktop veterans 7.Drifting surfers 8.Information encumbered 9.Tech indifferent 10.Off the network
paid ads and social media can be targeted by
- geographic, demographic, psychographics, and behavioral targeting -NOT by distribution segmentation
Sentiment analysis steps
1. Fetch, crawl, scrape, and cleanse 2. Extract relevant data points 3. Extract sentiment using sentiment indicators 4. Aggregate the data into into a summary
Key social commerce elements
1. Ratings and reviews 2. Curated merchandise 3. Shopping applications and venues
basic models for social media structure
1.Centralized 2.Organic 3.Hub & spoke 4.Dandelion 5.Holistic
What are the three tiers of strategic planning?
1.Corporate level 2.Business level 3.Functional areas Ex.Marketing
three meaningful segments
1.Creating 2.Socializing 3.Information seeking
What are the seven levels of social technology participation?
1.Creators 2.Conversationalists 3.Critics 4.Collectors 5.Joiners 6.Spectators 7.Inactives
E.Create an experience strategy encompassing selected zones
1.How can we develop social media activities that support and/or extend our existing promotional strategies? 2.What message do we want to share using social media? 3.How can we encourage engagement with the brand in social spaces? 4.How can we encourage those who engage with the brand socially to act as opinion leaders and share the experience with others? 5.In what ways can we align the zones used as well as other promotional tools to support each other?Can we incorporate social reminders in advertising messages, in store displays, and other venues?
F.Establish an activation plan
1.How do we make the plan happen? 2.Who is responsible for each aspect of implementing the plan? 3.What is the timing of the elements in the plan? 4.What budget do we need to accomplish the objectives? 5.How do we ensure the plan is consistent with the organization's overall marketing & promotional plan?
Transparency in reviews
25% have seen reviews they believe to be fake 21% have seen customers be paid or incentivized to post a positive review 81% find it difficult to distinguish between what is authentic user content and native advertising Incentivized reviewers are less likely than non-incentivized reviewers to give a 1-star rating and four times less likely to be critical in the review. Amazon prohibits incentivized reviews.
What are the two most important archetypes for marketers?
3.Brand clusters *relevant to marketers because of brands 6.Support Networks *social media supports customer service efforts
Social customer care
67% of social media users have used a company's social media channels to reach customer support. Of those, 84% expected a response within the first 24 hours. Customers spend 20-40% more with companies that use social media to service customer care requests. 71% of customers who experience a quick and effective brand response to their support requests on social media are likely to recommend that brand to others, compared to just 19% of those that don't receive any response. Sadly, only 1 in 10 customer care requests made on social media get any response.
The power of ratings and reviews
95% of consumers report having read reviews prior to making a purchase decision. 66% of consumers read 1-10 reviews before making a purchase. 70% of mobile shoppers are more likely to purchase if the mobile site or app includes reviews. 82% seek out negative reviews as an indicator of authenticity. 60% have viewed a review on their smartphone while shopping in-store.
virtual reality
A computer-simulated environment that can be a simulation of the real world or an imaginary world
Relationship Selling
A form of personal selling that involves securing, developing, and maintaining long-term relationships with profitable customers.
sponsored link
A paid advertisement in the form of a hypertext link that shows up on search results pages.
Preapproach
A part of the selling process that includes developing information about prospective customers and planning the sales interview.
Augmented Reality
A view of a physical, real world that is enhanced or altered by computer-generated sounds, videos, graphics, or GPS data.
What is the outline of a typical marketing plan?
A.Perform a situation analysis B.Set marketing objectives C.Develop marketing strategies D.Implement and control the marketing plan
selecting social media
Assessing -characteristics of website's visitors -number of users or unique visitors to the website
Stage 3: Evaluation of alternatives
Bar code scanning/price comparisons using mobile phone apps Recommendations, testimonials, recommendation agents, and popularity filters Ratings and reviews
Coincident tracking
Begins during the activity or campaign
Uses of social listening
Brand monitoring Measuring campaign effectiveness Gathering customer insights Providing customer service Gathering ideas for future campaigns Gathering competitive intelligence Identifying ideas for new product development or product improvements Identifying risks that could lead to public relations crises
Shopping apps facilitate social commerce
Chatbots add another layer of mobility and convenience to social shopping!
Stage 2: Information search
Comments and conversations throughout social channels Ratings and reviews posted on sites (e.g., Yelp, Zagat, Citysearch) Product and pricing information tagged to image posts Social search queries on social network sites Social sharing of wish lists and gift registries Conversational commerce (chatbot services)
Stage 5: Post-purchase evaluation
Comments posted on social network sites Request for help or comment to brand on social network sites Participation in loyalty program with social benefits Submission of ratings and reviews on review sites and retailer website Reviews and product experiences posted on blogs
A model for social intelligence in the organization
Distribution of intelligence Data analytics Data management Social listening and data capture
How can marketers build a strong base of authentic, good reviews
Educate people about products Identify people most likely to share opinions Provide tools to make it easier to share opinions Study how, when, and where opinions are shared Listen and respond to supporters, detractors, and neutrals
Numbers vs. metrics
Four thousand two hundred and thirty-one is a measurement. Without context, it is merely a number. When compared with your personal best, company expectations, or your competitors' efforts, that number becomes a metric. It is now indicative of value, importance or a change in results.
Step 2 of a social media marketing plan
Identify social media marketing objectives & set budgets
Track: Step 3 in the DATA approach
Identify tracking mechanisms Establish baseline comparisons Create activity timelines Develop transaction data Measure transaction precursors Overlay timelines and look for patterns
consumer solicited content
Invited but non-compensated *citizen advertising* (marketing messages that commoners create)
Measurements
Measurements within a defined context are metrics. Measurements require context to provide useful feedback.
Metrics
Metrics that are tied to objectives are key performance indicators. Objectives must be well defined before we can identify key performance indicators.
play as power
Provides individuals with a competitive task to complete
SWOT analysis
Strengths, Weaknesses, Opportunities, & Threats
Creative Selling Process
The process of seeking out potential customers, analyzing needs, determining how product attributes might provide benefits for the customer, and then communicating that information.
visitors
The total number of visitors to a Facebook Page in a given time period; if someone visits three times in one day, she is counted three times.
Track
Track the actual results and link those results to the program.
Social monitoring
Tracks mentions of specific words or phrases on social media sites and triggers a company response when necessary. (Reactive)
location based promotions
Use your GPS-enabled smartphone for location check-ins to receive discounts at stores such as JCPenney.
word of mouth marketing association
WOMMA developed a quick guide to designing a digital social media policy
B.Set marketing objectives
What does marketing need to accomplish to support the objectives of my firm?
fan source
Where a social network following comes from—with fans coming from a friend being more valuable than those coming from an ad.
call to action
Words that urge the reader, listener, or viewer of a sales promotion message to take an immediate action, such as "Write Now," "Call Now," or (on Internet) "Click Here"
Value 2-Validation
a ______ activity answers the question, "Am I accepted by a group?"
smart system
a computer-based network that triggers actions by sensing changes in the real or digital world
Direct Response Advertising
a direct marketing approach that allows the consumer to respond to a message by immediately contacting the provider to ask questions or order the product
Prospecting
a part of the selling process that includes identifying and developing a list of potential or prospective customers
blog
a web page that contains periodic posts; corporate blogs are a new form of marketing communications
social media manager's role
akin to brand manager, overseeing, managing, and championing the social media strategy internally
paid ads are used because
algorithms that social network systems use make it more difficult for your content to get through so you need to use paid ads to get through these issues and be seen
commercial messages
an advertisement makes it clear that the intent is to persuade the reader or viewer to change an attitude or behavior
simulation games
attempt to depict real-world situations as accurately as possible
is content strategy feasible?
audience centric and brand centric point of view and must have access to taken and brand assets that can be repurposed as source content
web crawlers
automated web programs that gather information from sites that ultimately form the search engine's entries.
standards of conduct
basic expectations for employee behavior in social communities
engagement from a customer perspective
behavioral manifestation of a brand beyond purchase
difference between a blog and microblog
blogs share stories and microblogs share headlines
channels of social publishing
blogs, media sharing sites, social network sites, social bookmarking and news sites
interpretive journalism
blurs the line between editorial messages and journalism in that it goes beyond the basic facts of an event or a topic to provide context, analysis, and possible consequences
what does word of mouth influence
brand equity, brand attitudes, purchase intent
lovemarks
brands that inspire PASSIONATE loyalty in their customers
tactical plan
brings the social media marketing plan to life and includes: determining the right channels, content to deliver the desired experience, riles of engagement, and schedule
reach
build awareness and generate leads
link wheels
built on a hub and spoke system that uses web properties as spokes to send one link to the home site and another link to the next property. -increase the number of links back to a site
value ladder
characterizes content in terms of orginality and substance
difference between editorial and commercial message
commercial messages are advertisements that are paid for and want to change a behavior or attitude while editorial messages are opinions or interpretations with factual information.
Public Relations
communication function that seeks to build good relationships with an organization's publics, including consumers, stockholders, and legislators
megaphone
company broadcasts posts
brand manager
compose title, copy, images/photos for the social media ad
ideation
concepting, brainstorming
return on emotion
conceptually assesses the extent to which a brand has delivered a value in exchange for the emotional attachment fans have awarded it
social engagement ad
contains an ad and creative image and text alone with an option to click to engage the consumer
engage
customer retention
decaying post
delivers a surge of traffic but doesn't maintain the same impact over time as a compounding post
link juice
describes link quantity
privacy paradox
describes people's willingness to disclose personal information in social media channels despite expressing high levels of concern for privacy protection
What combines to make your social brand?
digital footprint & lifestream *you are what you share
narrative transportation theory
explains how even imagined interactivity can build positive brand attitudes
Coverage error
failure to cover population elements due to gap between the sampling frame and the population of interest; in social media, privacy settings limit access
self disclosure
favorable image based on person's thoughts, feelings, likes, and dislikes—where greater self-disclosure is likely to increase one's influence on those reached.
product placement
fifa adidas branding in the game
magnet
firm posts that invite consumer engagement
PHASE 1: TRIAL PHASE
first phase of the adoption cycle, organizations test out social media platforms but do not really consider how social media can play a role in the overall marketing plan
how many basic models for social media structures are there?
five
1
for ever 4 social media posts that are audience centric, brands can post ____ that is brand centric
social media press release
formatted so that it CAN be shared
frivolity
fun and relaxing rather than challenging
benefit segmentation
groups individuals according to the BENEFITS they seek from the products available in the market
link farms
groups of websites that link to each other and pages with unrelated links solely for the purpose of creating more links to the targeted pages
tactics
guides the brands activities in the zones of social media marketing but must do so in a way that fits with the objectives or the reasons or purpose for social media marketing
digital BRAND names
handles that describe something about them in shorthand as they try to build a FOLLOWING
evergreen content
has a long shelf life and the information is likely to remain useful and reliable over a long period of time
social media workflow
helps teams to work more efficiently with minimal overlap
tactical content
helps the viewer by explaining important information, providing instructions, or giving advice
flagship content
helps to define a phenomenon or shape how people think about something for a long time
holistic structure
honeycomb model, least used, all employees are empowered to use social media and to do so according to company strategy
G.Manage & measure
how do we measure the actual performance of the plan?
5 or more
how many members do most social media teams have?
walking dead
how marketers are using social tv to share brand messaging
social persona
how the brand will behave in the social web, what voice will be used, how deeply the brand will interact in the social space with customers
earned reach
how we describe the breadth and contact with users
heading tag
html tag that is used to section and describe content
channel plan
identifies the vehicles the brand will use to reach and communicate with the target audience and summarizes the tactics that are recommended for each vehicle
cloud service
ie. RivalMap, organizes competitive information and monitors news and social activity
cloud service
ie. RivalMap, organizes competitive information and monitors news and social activity -115
message internalization
if a brands persona is likable and credible and users can make it their own this is referred to as
brand personification
imbuing trandmarked or otherwise proprietary-named products and services with a human form and/or human attributes including and generally distinctive physical appearance and personality
media democratization
in a social media context, members of social communities, not traditional media publishers like magazines or newspaper companies, control the creation, delivery, and popularity of content
social context ad
includes ad creative, an engagement device, and personalized referral content from people in the viewer's network.
marketing objective examples
increase brand awareness improve brand or product reputation increase website traffic amplify or augment public relations work improve search engine rankings improve perceived customer service quality generate sales leads reduce customer acquisition and support costs increase sales/sales revenue
80% audience, 20% brand focused
industry best practices suggests that content mix should follow the 80/20 formula
Social Media
internet-based platforms that allow users to create their own content and share it with others who access these sites
6.Support Networks
is one which customer complaints are handled by one or more members *hub-and-spoke but members are disconnected
INSTITUTIONAL privacy
is privacy from the use of data by the INSTITUTION providing the service and third parties
Market segmentation
is the process of DIVIDING a MARKET into distinct GROUPS that have common needs and characteristics
Strategic planning
is the process of identifying objectives to accomplish, deciding how to accomplish those objectives with specific strategies and tactics, implementing the actions that make the plan come to life, and measuring how well the plan met the objectives three-tiered: corporate to business to functional areas, including marketing
for social TV to be considered social media marketing
it must be designed to meet marketing objectives, must be shareable, must be participatory
WOMMA guidlines
it's purpose is to guide how the organization, it's employees and agents should share opinions, beliefs, and information with social communities
fanbase
key indicator of brands success
social games
makeup the largest active area of social entertainment. At their core they are games but importantly they are social- digital, interactive, and shareable online with ones network
Viral Marketing
marketing activities that aim to increase brand awareness or sales by consumers passing a message along to other consumers
Guerrilla Marketing
marketing activity in which a firm "ambushes" consumers with promotional content in places they are not expecting to encounter this kind of activity
Personal Selling
marketing communication by which a company representative interacts directly with a customer or prospective customer to communicate about a good or service
citizen advertising
marketing messages that actual consumers create
oversharing
may be motivated by the validation impulse, affinity impulse, or contact comfort impulse Ex. Facebook oversharing is correlated with attention-seeking
3 M's of the model of social dialogue management
megaphone, magnet, monitor
nodes
members of a network
20
more than ___ of the top youtube channels are gaming related
social lock in
occurs when a user is unable to transfer social contacts and content from one social network to another
social ads
online display ads that incorporate user data in the ad or in the targeting of the ad and enable some form of social interaction within the ad unit or landing page
social media
online media where users submit comments, photos, and videos - often accompanied by a feedback process to identify "popular" topics
Social Networks
online platforms that allow a user to represent himself or herself via a profile on a website and provide and receive links to other members of the network to share input about common interests
content includes
opinions, advice, and art and is considered the unit of value in the social community
alternative reality games
organic, players rely on internet as a hub of communication, the story is often followed by observers, and their is a desire to share information with each other
native advertising
paid ads that are so cohesive wit the page content, assimilated into the design, and consistent with the platform behavior that the viewer simply feels that they belong
spokesblogger
paid for their contributions to a conversation
**STATIONARY MEDIA PREFERRED ** Tech indifferent
people are light users of the Internet who would be willing to give up their digital connectivity.
organic content
people tend to view this content as authentic and trustworthy
1.Polarized crowds
people who are PASSIONATELY discussing a issue
influencers
people who will propagate your message
value exchange offers
perceived as a form of currency among game players. -players are incentivized with an offer in exchange for interacting with the in-game ad
why are influencers trusted?
perceived authenticity and expertise
online scrapbooking
pinterest includes
black hat
places keywords in hidden text
propagation brief
plan not for the people you reach, but for the people they will reach *social media engages influencers
white hats
play by the rules of the system, striving to provide good quality content, with the best use of keywords and tags, and earned links at reputable sites
briefing
presentation given to creative team
social media optimization
process that makes it more likely for content on a specific social media platform to be more visible and linkable in online communities
giveaway hook
promises something for free (e.g., Weight Watchers: "Save $50 Doing What's Good for you!")
M-Commerce
promotional and other e-commerce activities transmitted over mobile phones and other mobile devices, such as smart phones and personal digital assistants
social sharing
provides people with the tools they need to reveal elements of their digital identities
social media addiction
psychological dependency and recurring compulsion to engage in social media activity.
center of excellence model
pulls people with different kinds of expertise from across the organization to participate -134
google adwords
purpose to make direct sales targets potential customers in middle of buying situation
why do brands turn to social entertainment
reach audiences where and when they spend time, all forms provide for a more immersive and longer lasting experience
pandora
realm of social media includes
social privacy
refers to concerns about disclosing personal info to OTHERS
consumer-fortified media
refers to content that is embellished by critics (also called augmented content)
immediacy impulse
refers to people who have a natural drive to feel a sense of psychological closeness to others
Impulse 6.validation impulse
refers to the idea that social media focuses intently on the individual. You can share as much or as little of your opinions and activities, and comment on those of others; feeding one's ego
Impulse 4.ALTURISTIC impulse
refers to the idea that some people use social media as a way to do something GOOD; "pay it forward"
reach
refers to the percentage of the target audience that can be accessed using a form of media.
user-generated content
refers to the various forms of online media content that are publicly available and created by end users
contrary hook
refutes some accepted belief
key driver social media
relevant, inspiring, engaging content
silo department
responsibility of social media to one department
GPS(Global POSITIONING system) technology
satellite system that provides real time LOCATION and time information
price comparison search
scan barcode/QR code and search over 500,000 stores
transition phase
social media activities still occur somewhat randomly or haphazardly but a more systematic way of thinking starts to develop within the organization -112
competitive parity method
social media marketing budget method, uses competitors' spending as a benchmark, based on belief that spending the same or more on social media marketing will result in a comparable change in share of attention for the brand
loyalty programs
specifically designed to retain customers by offering premiums or other incentives to customers who make multiple purchases over time
persona
the character description that highlights key information about the target audience
social networking sites are
the community vehicles that house and deliver engagement and it is useful to compare social networks
content atomization
the content can be partitioned and or repackaged in several ways while still remaining strategically aligned and provides message amplification
content strategy differs form content calendar
the content strategy briefly summarizes while the content calendar captures what is scheduled and prioritized
basic editorial calendars should include
the date the piece of content was published, the topic or headline of the piece, the author of the content, the owner of the content, the current status of the content
media richness
the degree of acoustic, visual, and personal contact between two communication partners
echoverse
the entire communications environment in which a brand/firm operates with actors contributing and being influenced by each others actions
privacy salience
the extent to which people worries about sharing too much information impact our online behavior.
production
the fan becomes involved in the production of content related to the object
cultural competence
the fan has a critical understanding of the object, its history, and its meaning beyond its basic functionality
landing page
the first page that a person sees when he or she clicks through an ad to reach a brand's target site
Clickthroughs
the number of people exposed to an online ad or link who actually click on it
Sales conversions
the number of people who click through who go on to purchase the product
handle-squatting
the use of a digital brand name by someone who really doesn't have a claim to the brand name Ex. @realhughjackman vs. @jackmanhugh
urban legends
untruths and exaggerations
**MOTIVATED BY MOBILITY** Ambivalent networkers
use mobile devices to visit social networks and for texting, but they need breaks
benefits
what do you get from branded content
B.State objectives
what does the organization expect to accomplish through social media marketing (promotional objectives, service objectives, retail objectives, research objectives)?
social lock in and social networking fatigue
what hell facebook maintain its dominance as the most popular social site for SNS for marketers?
business development
what is the best objective for linkedin
public realtions
what is the best objective for twitter ?
Identity portability
what is the goal of an open ID and authentication protocol
secondary content
what others create that we feel is worth redistributing
auxiliary consumption
when you watch a show and buy merchandise with its logo or other related images on the merchandise
hygiene
which content is considered evergreen
creating a content calendar
which is not an element of social media work flow?
twitter, pinterest, youtube
which sites are not typically used for building relationships?
facebook connect
which social login tool has been more widely adopted
Buzz
word-of-mouth communication that customers view as authentic
Marketing plan
written, formalized plan that details the product, pricing, distribution, and promotional strategies that will enable the brand in question to accomplish specific marketing objectives
Impulse 2.personal utility impulse
"what's in it for me?" utility..whether it be in the form of information seeking, incentive seeking, entertainment seeking, or convenience seeking
Joiners
*59%, maintain profiles & visit social networking sites maintain a profile on one or more social networking sites and visit them on a regular basis
spectators
*70%, read blogs, listen to podcasts, watch videos, read forums, ratings and tweets consumer content - read, watch and listen; sit on the periphery of social communities
characteristics of a vertical network
-focused on common interest, hobby, or characteristic -designed around the ability of an object to inspire social interaction -similar to a niche market in the physical world
Public Relations Objectives
-introduce new products -influence government legislation -enhance the image of an organization, city, region, or country -provide advice and counsel -call attention to a firm's involvement with the community
traditional media
-more expensive and restricted access by individuals -require specialized training -days to deliver -cannot be altered -organizations become influencers
why do marketers use social music sites for ads?
-offers targeting and reach -can target using age, gender, location, and genre -ad impressions are charged on CPM -production may be provided by the site
goals of social publishing
-promote products and drive traffic to a brands site -disseminate information to stakeholders -empowers content creators to expose their works
why do we maintain records of membership?
-promotes the sites -aids in product development -license member data -
what questions should managers ask before deciding if social relationships will work for the brand?
-set up for engagement? -if traditional brand participates in social media where should the brand be? -How can it integrate social media presence into other marketing components? -how can the brands profiles be developed to reflect brand personality?
how are social networking sites different
-social objects that mediate relationships -audience and degree of specialization - degree of openness -degree of decentralization -degree of specialization -network structure
social media benefits
1. greater flexibility for content and duration 2. credibility similar to word of mouth communication (active) 3. build awareness/interest at lower costs
Steps in the Creative Selling Process
1. prospect and qualify 2. preapproach 3. approach 4. sales presentation 5. handle objections 6. close 7. follow-up
social media marketing strategy
1. set social media marketing goals 2. know your buyers personas 3. determine social media network 4. track success and improve
common social media mistakes
1. staffing - not always on 2. content - not new and fresh 3. time horizon - it can take months for a campaign to build awareness 4. focus of objectives - no focus on what social media should do for the brand 5. benefits to users - no value to social community 6. measurement - no metrics
D.Implement and control the marketing plan
1.Action plans (for all marketing mix elements) 2.Responsibility 3.Time line 4.Budget 5.Measurement & control
what questions do marketers have to ask to determine who participates in social media & how they may differ from one another
1.In what online communities do these consumers participate? 2.What activities do they participate in online and in social communities, specifically? 3.What roles does social technology play in their lives? Is it for keeping in touch with friends & family, a productivity tool, a stress reliever?
What questions should a competitive social media analysis answer?
1.In which social media channels and specific vehicles are competitors active? 2.How do they present themselves in those channels and vehicles? Include an analysis of profiles, company information provided, tone and activity. 3.Who are the fans and followers? How do the fans and followers respond to the brands social activity?
A.Conduct a situation analysis & identify key opportunities
1.Internal environment 2.External environment 3.SWOT analysis
A.Perform a situation analysis
1.Internal environment 2.External environment 3.SWOT analysis
What are the 6 specific archetypes of social media participation
1.Polarized crowds 2.Tight crowds 3.Brand clusters 4.Community clusters 5.Broadcast Networks 6.Support Networks
What are the 4 p's?
1.Product 2.Price 3.Place or distribution 4.Promotion
C.Develop marketing strategies
1.Select target markets & positioning 2.Product strategies 3.Pricing strategies 4.Promotional strategies 5.Supply chain strategies
What are the four zones of social media marketing
1.Social communities 2.Social publishing 3.Social entertainment 4.Social commerce
D.Select social media zones & vehicles
1.Social community zone strategies 2.Social publishing zone strategies 3.Social entertainment zone strategies 4.Social commerce zone strategies
two types of privacy concerns
1.Social privacy 2.Institutional privacy
a personal audit revels one of 5 Values. What are they?
1.Vision 2.Validation 3.Vindication 4.Vulnerability 5.Vanity
C.Gather insight into target audience
1.Which segments should we select to target with social media activities? 2.What are the relevant demographics, psychographic, and behavioral characteristics of the segments useful in planning a social media marketing strategy? 3.What are the media habits, and especially the social media habits of the segments?
What are the 6 most common impulses researchers have identified?
1.affinity impulse 2.personal utility impulse 3.contact comfort & immediacy impulse 4.altruistic impulse 5.curiosity or prurient impulse 6.validation impulse
what are the phases of social media marketing maturity?
1.trial phase 2.transition phase 3.strategic phase
What is the outline of a typical social media marketing plan?
A.Conduct a situation analysis & identify key opportunities B.State objectives C.Gather insight into target audience D.Select social media zones & vehicles E.Create an experience strategy encompassing selected zones F.Establish an activation plan G.Manage & measure
Alternative assessments
A/B testing Tactical efficiencies Opportunity costs Service quality Message/ crisis control
Adjust
Adjust the program based on results to optimize future outcomes.
Assess: Step 2 in the DATA approach
Assess the value generated from social media marketing activities, interaction, and returns Relate assessment to Social Media ROI Pyramid
Step 1 of a social media marketing plan
Conduct a situation analysis & identify key opportunities
What is content analysis?
Content analysis is used to identify the presence of concepts and themes within qualitative data sets. The primary unit of analysis is the word. As images and video become more prevalent in social media, multimedia content analysis will become imperative.
**STATIONARY MEDIA PREFERRED ** Desktop veterans
Desktop veterans are content to use desktop computers with high-speed Internet access.
social technographics
Forrester's Social Technographics data classifies consumers into seven overlapping levels of social technology participation: Creators, Conversationalists, Critics, Collectors, Joiners, Spectators, Inactives *Foundation of the book Groundswell by Charlene Li & Josh Bernoff
Social listening
Identifies and collects social data for analysis to inform strategic marketing decisions. (Proactive)
Social media and netnography
Identify online communities Select those with high traffic, high levels of activity Learn about the groups culture Select material for analysis Classify material Keep a journal of reflections about the data collection Use member checks to assess accuracy of interpretation
Psychology of influence
Influence factors may make it more or less likely that people will change their attitudes or behavior based on a persuasive message. Bounded rationality and information overload encourage the use of heuristics such as satisficing and thin-slicing when making decisions.
Step 6 of a social media marketing plan
Integrate with other promotional components & establish campaign timeline
social exhaust
RESIDUES we leave of interactions with and about brands
Return metrics for social media
Return on impressions model Return on social media impact model Return on target influence model Return on earned media model
Adjust: Step 4 in the DATA approach
Revise, realign, and base future decisions on the analyses
Step 4 of a social media marketing plan
Select social media zones & channels
example of a resource hook
Serta mattresses 5 ways to have a better night sleep
Stage 1: Problem recognition
Social ads on social networking sites Shared endorsements from friends posted in activity streams Curated images and lists on sites like Pinterest Location-based promotions (e.g., Yelp) Participatory commerce (e.g., Kickstarter)
The psychology of influence
Social proof Authority Affinity Scarcity Reciprocity Consistency
Relationship between social commerce and social shopping
Social shopping is the active participation in the consumer decision-making process (one's own and that of others), typically in the form of opinions, recommendations, and experiences shared via social media. It refers to consumers' behavior as they use social media to make purchase decisions. Social commerce is the commercial application of social media to drive the acquisition and retention of customers.
SMART objectives
Specific Measurable Achievable Relevant Time-based
a actionable objective should be what?
Specific Measurable Achievable Relevant Time-bound
Nonresponse bias
The potential for units not included in sample to be significantly different from those that were
golden triangle
The space on the screen where listing are virtually guaranteed to be viewed
Value 1-Vision
a ______ post answers the questions, "Did I learn something? Was I inspired?"
Value 3-Vindication
a ______ post informs others, "I am right."
Value 4-Vulnerability
a ______ post opens one's self to others, "I am approachable."
Value 5-Vanity
a ______ post revels a tendency to narcissism, "look at me. I am all that."
friendvertising
a brand's use of social networking to build earned media value through inviting people to interact and share the brands content and be "friends" online
Direct Mail
a brochure or pamphlet that offers a specific good or service at one point in time
organic structure
all employees represent the brand and work social media into their roles, training for all, content can end up off message
branded article
an article written to promote a company's expertise
social media zombies
automated responses are useful for workflow management but users view automation as fake -113
content calendar
captures which content is scheduled and prioritized for an organization. help to identify, prioritize, and plan for new and future content creation
metatag
code imbedded in a web page
tracking visuals
cohesive look and signature brand identity
**MOTIVATED BY MOBILITY** Media movers
create content such as photos and share them on social networks using their mobile devices. For them, digital is all about being social and connecting with others.
message strategy
creative approach used throughout the campaign, flows from the brand's positioning statement
experience brief
creative brief but with a social media focus on interactive EXPERIENCES, social sharing, and engagements
creators and lurkers
creators actively produce content and lurkers make up 90% of online communities and redistribute secondary content by sharing
Betabrand
crowdsources product design using social media, an approach called participatory commerce.
advergame
delivers a branded message -angry whopper
digital mobility
describes whether the individual welcomes mobility as a way to further delve into digital communications or keeps Internet communication technologies at a distance.
4.Community clusters
feature news relevant to specific GROUPS
dynamic URLs
generated from scripts and change over time, making it difficult for people to return to your content later
Avatars
graphic representations of users of virtual worlds
benefits of content atomization
having related but distinct content on different social channels increases the likelihood that the target audience will be exposed to the message multiple times and enhances message recall
parts of a typical facebook ad
headline, caption, call to action, image
keywords and other meta data
help keep SEO efforts aligned with other content creation
plot placement
in the movie I am Sam starbucks played the employer of the lead character throughout the film
PHASE 3: STRATEGIC PHASE
in this stage, a formal process to plan social media marketing activities with clear objectives and metrics
display ads
integrated into a game's environment as billboards, movie posters, and storefronts or simply as ad space within the game screen
topic categories
make your calendars more searchable to see which target subjects you've already created a lot of content for or haven't covered enough
stunts
one-off ploys designed to get attention and press coverage -111
Virtual Worlds
online, highly engaging digital environments where avatars live and interact with other avatars in real time
**STATIONARY MEDIA PREFERRED ** Off the network
people do not use the Internet and do not have mobile phones.
traffic
presence on a social site -129
IMMEDIATE altruistic impulse (IAR)
refers to social media users' tendency to AID CALLS during crises such as the earthquake relief for Haiti or Japan.
Step 1. situation analysis
research and assess the environment - industry, competitors, product category, consumer market details the current problem or opportunity the organization faces
internal environment
strengths and weaknesses of the organization, the controllable elements inside a firm that influence how well the firm operates
Understanding social commerce
subset of e-commerce that uses social media applications to enable online shoppers to interact and collaborate during the shopping experience, buyers to complete the stages of the purchase decision process, and to assist marketers in selling to customers. It encompasses social shopping, social marketplaces, and hybrid channels and tools that enable shared participation in a buying decision. It enables people, both networks of buyers and sellers, to participate actively in the marketing and selling of products and services in online marketplaces and communities.
activation tools
support other marketing efforts -111
activation tools
support other marketing efforts through startup Ex. Starbucks runs social media promotions
RSS Feeds
syndicators of content that send content directly to subscribers
steganography
tactic of hiding messages in another medium so its undetectable for those who dont know to look for it
Social media profile
target market analysis, demographics, geodemographics, psychographics, product usage characteristics, social activities and styles, participation, channels, behavior
discovery
term used to describe the research stage of the plan
what is not an example of social sharing
the OU yearbook
Site Stickiness
the ability of a site to draw repeat visits and to keep people on a site
Impulse 5.curiosity or prurient impulse
the curiosity we feel about others and the want to feed this interest
Impulse 1.affinity impulse
the impulse where social networks enable participants to MAINTAIN & EXPRESS relationships (when you use FB to stay in touch with high school friends & to make new friends); also referred to as a social function
SOCIAL identity
the information about an individual available in SOCIAL media, including profile data and ongoing activity *how marketers view you given your social media activities
social networking fatigue
the need to manage multiple accounts and steady streams of content coming at you from all different areas
social sharing
the new standard for social networking sites to offer tools and more that encourage...
unique visitors
the number of distinct, unique visitors to a site (if a person visits the site 3 times they are only counted once)
fans
the number of people who have opted in to a brand's messages through a social media platform at a given time
interaction rate
the number of people who interact with a post divided by the total number of people seeing the post
organic reach is defined by facebook as
the number of people you can reach for free by posting
click through rate
the number of times a user clicks on an online ad divided by the number of impressions (% who clicked link)
social community
the relationship zone where social media networks provide a structure for social interactions. Conversation and collaboration are the main activities in this zone and we do both around content provided by users, brands, and others. -focused on acquiring and maintaining relationships
brand engagement continuum
there is a strong relationship between brand and customer where the customer has a high level of brand engagement -one end, people may affiliate with a brand online simply because they want to acknowledge the brand -on the other end, affiliates may want to interact with a brand in meaningful ways maybe even working with them to develop new content
why do people share content via social media ?
they find it interesting or entertaining, it can be helpful, may want to get a laugh
both
traditional or media? Ability to reach both large and niche audiences
disclosure requirements
transparency using hashtags to proclaim the relationship such as employee, paid, free sample
puzzle and trivia games
women tend to show a preference for what?
marketing plan
written, formalized plan that details the product, pricing, distribution, and promotional strategies that will enable the brand in question to accomplish specific marketing objectives -106
handle or nickname
your username in social communities
Social media mix
zones of social media make up the channel and vehicle choices available, combination of vehicles the strategy will include to attain the organization's objectives
Social Media Mix
zones of social media make up the channel and vehicle choices available, combination of vehicles the strategy will include to attain the organization's objectives -121
