Social Media Marketing Midterm

Where does SM fit into the marketing process?**** short answer boi

**** the marketing process **** 1. understand the marketplace and customer needs... - market research - external environment scanning - gathering info on economy, political/social trends, competition, etc. 2. customer centric marketing strategy... - segmentation, targeting, positioning (STP) - strategy part of marketing 3. developing marketing program... - 4 P's 4. relationships... - customer support/service recovery - customer relationships management - loyalty programs 5. value... - customer lifetime value (CLV) estimates how much money one customer is wort to the company overall in their life ^^ social media fits into all processes of marketing ^^... it raises brand awareness campaigns that appeal to clients can help build a relationship ~ bland loyalty influences brand attitudes info is marketed faster and more easily

What are three major steps we must consider when evaluating SM audiences?

1. defining our audience 2. knowing the characteristics of our audience 3. knowing the sm goals of our audience

What are three major reasons people will use SM?

1. identity building 2. social connection 3. infotainment

What are the eight general stages in the strategic SM marketing process? In general, what are marketers focused on during each stage?

1. situational analysis (situation) 2. setting sm marketing goals (goal) 3. targeting social audience (audience) 4. adopting social platforms (platform) 5. developing social brand strategy (brand) 6. designing social content (content) 7. distributing social content (distribution) 8. measuring sm results (measurement)

What are the four major zones of SM that we discussed?

1. social community 2. social publishing 3. social commerce 4. social entertainment

What's the dif between Web 1.0 and Web 2.0? What factors highlighted by Tim O'Rielly differentiate Web 2.0 from Web 1.0?

1.0 vs 2.0... 1.0: was more static, didn't provide interactive content was a read only web (basically home pages), it was focused on companies, and you basically just owned content 2.0: developments in technology eventually allowed for 2.0, which is what we have today internet is way more interactive, we have user control, freedom, and dialogue focused on communities, blogs, sharing content... it's a read-write web O'Reily said seven things differentiate 1.0 and 2.0 1. web as a platform (2.0 allows for cloud computing) 2. user participation (UGC and crowdsurfing) 3. user defined content (relies on people to sort and categorize info) (hashtags & threads) 4. network effects (each additional user adds value for everyone else on the platform) 5. scalability (web can grow w out impacting business) 6. perpetual beta (webs always changing) 7. reputation economy (social media is a culture of participation... u get clout from SM)

What's the smart framework for objectives?

S.M.A.R.T. = significant measurable actionable realistic time-based

What makes someone a Connector

a connector is someone who is good at bringing people together someone who is a connector knows a lot of people and is good at socializing, has a lot of social skills

How do objectives differ from goals?

a goal is what you want to achieve, an objective isa statement that says how you're gonna reach that goal

What makes someone a Maven

a maven is someone who like to know things someone who is a maven spreads information, they know a lot, and like to share that info w people around them they're also a reliable source so people trust whatever it is they have to say because they're smart

What is strategic planning?

a process that identifies objectives to accomplish deciding how to accomplish these objectives with specific strategies and tactics implementing those actions and then measuring how well the plan met the objectives

What makes someone a Salesperson

a salesperson is someone who is good at persuading salespeople are very persistent in nature and are good at getting people to think about something the way they do

What's a seed in a VMC

a seed is the person companies send their stuff out to in a VMC

Social hub

a social hub is a connector pretty much

Social pump

a social pump is a connector that is really active

Platform audit vs SM audit

a tool to help marketers understand the workings of a social media platform, its associated risks and benefits, and the complexities of adopting the platform

Is SM making us less social? shooooort answer

answer however you want easy to bs this

What's social commerce?

assist in buying/selling stuff

What tools can we use to evaluate the audience on any particular SM platform (we saw these ideas when we thought ab selecting our target segments of consumers)

audience can be evaluated by: social community, publishing, commerce, and entertainment

How'd Ford make a VMC campaign using SM to introduce their Fiesta? why'd they have to make changes to the traditional VMC strategy

basically just think about the reading also remember he said that normal VMCs use a way larger number of seed than ford did

Why should SM marketers select platforms based upon goals not on popularity?

because different sm platforms have different parts to them and sometimes can't fulfill your goals. if your goal is to promote for your tattoo parlor, you're not gonna post about it like on linkedin or something

After completing platform audits and platform fit tests, why do we need to consider how our SM platforms will fit tg?

because when you select multiple platforms you need to be consistent w your brand image/personality your message has to be **consistent

What are four broad categories of goals that marketers can pursue via SM?

brand, revenue, cultural, and operational goals

Viral marketing campaign (VMC)

companies send out free samples of their products to a select number of special consumers in order to give them first-hand experience of the product, that they can then talk about to their friends and family or post about on social media, thereby creating a buzz

What do we mean by buying a presence on SM? why might an org buy a presence on SM

creating your own social media platform an org might buy because the benefits include... - data ownership and security - having a closed network -accommodating desired functionality

In what ways can we form market segments for our SM marketing?

diff segmentations we can use include... geographic, demographic, psychographic, behavioral, and influence

What is user generated content?

different forms of media content that are publicly available and made by end users published on a publicly accessed website show creative effort outside of professional routines and practices basically UGC has to be**... publicly accessible, some kind of creative content, and not commercial stuff (not brands & firms) ((made for people)

Behavioral segmentation

divides consumers into groups based on how they act w regard to a brand or a product category

Influence segmentation

divides consumers on how they influence others connectors... mavens... salespersons

Psychographic segmentation

divides market based on personality, motives, lifestyls, attitudes, and opinions

What is market segmentation? Why do we use it?

diving a market of potential customers into different segments we use it to figure out who we're trying to target

What's the benchmark level for our viral coefficient for a process to be considered #viral?

equal to or greater than 1

What do we mean by renting a presence on SM? why might an org rent a presence on SM

establishing a presence on a third party social media platform an org might rent because the benefits include... - follow the audience - low technical costs - leave the site w little consequence

How does Quesenberry (2015) recommend firms complete a SM audit? What are the major perspectives an organization will consider when completing a SM audit?

figuring out the who, where, what, when, and why... who: categorizes data according to who's talking, whether that's the comp, consumers, or a competitor where: lists content by sm channels and environment what: lists the type of content (articles, pics, videos) plus the sentiment of the post as positive, negative, or neutral when: measures the frequency of activity; number of posts, comments, views, shares, etc. why: figures out the purpose of the message from awareness and promotion to complaint or praise... KPIs are included if applicable finally each observation is scored as either a problem or an opportunity ultimately companies do social media audits to figure out each channel's purpose and KPIs. it helps marketers see their brands from the consumer's perspective

What's social community?

focus on relationships and the common activities that people participate in and share w others

How can SM be used for customer relationships management or service recovery?

for CRM, it can be used to listen to customers better and build intimacy as well as better offerings for service recovery, it can help if a company had a mishap w a customer, using sm can help win that customer back

How can SM be used for marketing research?

gathering ideas for a new product development

Revenue goals

generating income... better demands, more sales, more repeat purchases

What is a situational analysis?

getting info on the industry, competitors, product category, and the consumer market basically a situational analysis outlines the current environment the organization faces it starts w a social media audit

What do we mean by goals? What are some types of goals that a SM marketer may be interested in?

goals are outcomes companies wanna achieve some goals sm marketers may want to keep in mind are... - increase brand awareness - improve brand/product reputation - more website traffic - improve search engine rankings - increase sales/sales revenue - lower costs

What's a platform audit? what kind of info will be considered when completing a platform audit

helps us understand everything about a sm platform collecting info/background un order to later determine if there's a fit btwn the platform + your comp an encyclopedia almost do this bc not all sites are the same and they're always changing

What's brand integration on the platform? What ideas would we focus on during this part of the platform audit?

how many and what types of brands are using the platform who's done a good/bad job marketing on this site?

How do we calculate a viral coefficient?

if k (viral coefficient) = 10, then that means your one person, is getting ten more people involved

Brand association

image transference... is the brand/perception in line with the platform image/perception?

What is the dif between the trial, transition, and strategic phase of SM use?

in the trial phase, companies are testing out social media, they don't really consider how it can play a role in the entire marketing process, they kinda just have social media just to have it in the transition phase, sm activities are kind of random, it's a more systematic way of thinking about sm, but it's not "fully" there yet in the strategic phase, companies have a way more formal process to plan sm marketing activities with clear objectives... sm is way more integrated into marketing plans

Virality

is the measure of how fast a thing of info is spread you know what it means when something goes viral

Audience connection

is there an overlap btwn audience and target segment?

What are some of the negative implications associated w SM use? (consider results from the research done by Wilcox and Stephen)

it can be making us less social more reliant on approval via the internet

How did marketers for the movie Straight Outta Compton integrate the three psychographic drivers for SM use into their marketing campaign?

made a meme generator that allowed users to customize the movie logo to reflect their hometown and add a pic of themselves

How can SM influence branding and promotions?

marketers can influence consumers during decision making

What are the four major ways that marketers can use SM?***

marketers can use sm through... 1. promotion and branding 2. customer relationship management and service recovery 3. marketing research 4. retailing and e-commerce

Node

members in a group

Do nodes and ties always represent the same thing?

no because a node is pretty much just the members in a group but different members have different relationships with each other and that's what ties are so no they don;t represent the same thign

Identity building

people can be themselves on social media they can express their opinions and aspire to something the want to be or do

Infotainment

people use sm for info and entertainment twitter ~~ daily mail

Social connection

people use sm to interact w other people and stay in touch w people they may not stay in touch w at all w out it

Content community

platforms that are based on sharing of specific types of content (Insta, Youtube)

Collaborative community

platforms that are created and maintained by/for the community (Wikipedia, Reddit)

Social broadcaster

platforms that enable one-to-many broadcasting but also have built in sharing capabilities (Twitter, Tumblr)

Macro-network

platforms that enable people to communicate many-to-many in a variety of ways (FB, LinkedIn)

Micro-network

platforms that serve primarily as messaging services connecting people in smaller networks (FB Messenger, WhatsApp, Snapchat)

Goal alignment

platforms with a purpose... we need to be able to achieve our goals w this platform

What's a primary audience? What's a secondary audience? What's a tertiary audience?

primary audience... direct target audience secondary audience... indirect target audience (audiences that might share similarities w our primary audience but have their own differentiating characteristics) tertiary audience... audience that isn't really part of who they're trying to target but can still impact how the campaign is received

What is a SM audit?

purpose is to provide managers w a look on what the brand is doing across all sm channels

Operational goals

saving money and time... increase qualified applicants, improve employee retention

Geographic segmentation

segmenting markets by regions, countries, market size, market density, climate, or location

Platform fit test

should this platform be a part of our sm marketing strategy use it or not? uses platform audit to make a decision** can we use this platform to reach our target audience?

What's social publishing?

sites that aid in the dissemination of content to an audience (gives us a platform to publish)

What's social entertainment?

sites that offer opportunities for play/enjoyment (online gaming, spotify)

What makes social media different than other non-social digital channels?

social media is different than other non social channels bc it allows people to create, share, and exchange info, ideas, pics/videos **social interactivity, openness and flexibility, fast paced flows of info** "crossroads of mass and personal media"

How do Kaplan & Haenlein (2010) define social media? What two major concepts do they integrate into their definition of social media?

social media... "group of internet - based applications that build on the ideological and technological foundations of Web 2.0 that allow for the creation and exchange of User Generated Content" two major parts of that definition are **user generated content and **web 2.0

Which is better for transmission of info through a network, social hubs or social pumps? y

sometimes hubs are better, other times pumps are better at transmitting info hubs don't post as much, but depending on their skills and salesperson skills, sometimes just one post on a product is enough to get people interested and talking, it depends on their influence pumps on the other hand post a lot of stuff, so the downside is people may not pay attention to them anymore, but if a company's means of getting info out is through using a pump, depending on whatever it is that they have to say, if they post a lot about it, people might listen it has to do with influence really at the end of the day

How does SM help people overcome meet failures and friend failures?

sometimes people find making friends hard, sm helps strengthen relationships, pretty much what i said right before this card

What's an objective?

specific statement ab a planned sm activity that'll help us achieve our goals

Brand goals

strengthening relationships to... increase awareness, inspire advocacy, and discover insights

Cultural goals

supporting organizational development... increase productivity and lower costs

Viral coefficient

tells us pretty much the number of new users/consumers that and already existing user generates thinking about the number of people a user is interacting with probability of conversion plays a big part... just bc you tell someone to do something doesn't mean they're actually gonna do it, so how convincing are you? **we want viral coefficient to be greater than or equal to 1 getting people to talk more is a good way to increase viral coefficiency

What's marketing?

the activity, set of institutions, and processes for making, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large basically... managing profitable customer relationships - creates offering of value - communicate ab those offerings - exchange offerings - deliver our valuable offerings (4 P's... price, product, place, promotion)

How has the evolution of the Internet created the right conditions for the rise of social media?

the internet was first made as a means to store files and was originally owned by big companies, after a while the internet became publicly available to every day people, and web 1.0 eventually turned to web 2.0, with that the internet became progressively interactive overtime and social media sites started to pop up, the first "social media site" being six degrees.

How did the Melbourne Metro use SM goals and objectives? What did the Metro do w SM? Was the organization successful in meeting its objectives and goals?

the melbourne metro came out with their video of like animated characters dying "dumb ways to die" their goal was to promote railway safety among the general public and to connect w people by showing them its safe and reliable form of transportation their objective was to decrease the number of railway related deaths by at least 5% over the next year

What's the small-world problem? how'd Stanley Milgram investigate this "problem" what'd his results demonstrate (Gladwell 2002)

the small world problem... how humans connect w each other Milgram investigated this by sending out the chain letter from Nebraska to a stock broker his results showed the six degrees of separation

How do we measure engagement?

the various ways the site lets users engage w one another

How do VMCs differ from traditional marketing campaigns

they differ because traditional marketing campaigns don't include free samples usually

According to Howe (2012), how has SM altered the power structure in the marketplace?

through social media, companies have shifted from a one-sided dialogue to consumers to a dialogue consumers have much more power and can express their opinions through sm outlets, so now companies and organizations listen way more to what their consumers have to say

What phases do many organizations progress through with their SM marketing?

trial phase -> transition phase -> strategic phase

Demographic segmentation

using things like age, gender, income, ethnic background, educational levels, family life cycle, and occupations

What's social media marketing?

utilization of sm technologies, channels, and software to make, communicate, deliver, and exchange offerings that have value for an organization's stakeholders basically doing everything marketing entails but just through social media the goal is the same at the end of the day

Social graph

visual representation of a small portion of a network

What kinda content considerations would we evaluate for a platform audit?

what kinds of things are people creating (videos? texts? pics? etc.)

What do we mean by type of SM?

what type of platform is it? micronetwork? macronetwork? content community? social broadcaster? collaborative network?

What prescriptions does Howe have to help organizations deal with this shifting power structure (i.e. what three things can marketers do)?

with this shift of power going from companies to the people, organizations can... 1. adapt to social media 2. listen to customers 3. respond to customers

How can SM be used for e-tailing?

you can shop online