Social Media
using Maslow's Hierarchy of Needs, justify social media
Social Media is in the middle of Maslow's Hierarchy of Needs because it goes along with social (sense of belonging, love)
What does SMM mean?
Social Media Marketing. It is the process of gaining website traffic or attention through social media sites.
digital brand name
handles that describe something about them in shorthand as they try to build a following
Weak ties
hardly know the person
good social media requires 4 things.
heart sincerity constant engagement long term commitment
What makes blogs different (6 things)?
1. Publishable 2. Findable 3. Social 4. Viral 5. Syndicatable 6. Linkable
What are the 5 best practices for building a brand with Twitter?
1. Self-Promote Cautiously 2. Choose Optimal Tweet Times 3. Respond to Questions 4. Gather Feedback 5. Provide Unique Value
What are 5 benefits of using photo sharing for marketing?
1. Showcase the product 2. Reinforce brand image 3. Drive web traffic 4. Create awareness and encourage sharing 5. Leverage opportunities to market with low costs.
What types of SMM tools are there? (4)
1. Single Purpose Tools 2. Single Platform Tools 3. Multi Platform Tools 4. Purchased Services
8 decisions to build brand's social media persona
1. core values 2. pillars or social objects that illustrate values 3. promise to customer 4. aspirational attributes 5. associated traits 6. opportunities 7. alignment with overall company culture 8. stories to bring personality to life
Ryerson University segments
1. creating 2. socializing 3. information seeking
experience strategy steps
1. discovery 2. briefing 3. ideation 4. concepting
personal audit values
1. vision: learn something 2. validation: accepted by a group 3. vindication: informing others of correctness 4. vulnerability: approachable 5. vanity: narcissism
6 Degrees of Separation
1/6 people some how connected
What is the AEIOU rule for video content?
A: Authentic E: Engaging I: Intimate O: Offbeat U: Unusual
Cloud Computing
Any process that delivers hosted services online
Objective-And-Task Method
Considers the objectives set out for the campaign and determines the cost estimates for accomplishing each objective
Earned Media
Conversations, Shared Content, Influence Impressions, Likes, and fans
Social Technographics
Creators Conversationalists Critics Collectors Joiners Spectators Inactives
What is NOT considered one of the rules of engagement
Entertaining your audience
TRUE OR FALSE : All SMM platforms are appropriate to reach any consumer.
FALSE
Steering the conversation and message is one example of a company being participatory in social media
False
OpenSocial code
Google's set of common API's that enable developers to write software for applications that will run on multiple social websites
Micromarket
Group of consumers once considered too small and inaccessible for marketers to pursue
citizen journalists
amateurs who post about newsworthy events
What's the difference between a passive strategy and an active strategy?
Passive Strategy: Sit back and listen, observe, and respond. Active Strategy: Create content to put out and build an audience through this.
Should the marketer take an active approach, followed by a passive approach in SMM?
Passive: Search, listen, respond Active: create & engage -Figure out who your audience is -What do they want? -Have them interact with your brand in a positive way -No, the marketer should take a passive and then an active approach. Because passive is searching listening, and responding. Active is creation and engaging.
cloud computing
any process that delivers hosted services onine
dandelion model
a multi-layerered hub and spoke model
microshare/microblog
a sentence, sentence fragment, embedded video, link to outside content limited blog
identity portability
a single profile would provide access across social networking sites with a single login and shared information OpenID, Facebook Connect
positioning statement
a single written statement that encapsulates the position the brand wishes to hold in the minds of its target audience
impression
a view or exposure to an advertising message
consumer fortified media
augmented content, embellish others' content
coercive power
ability to punish others
facebook edgerank
algorithm that determines what items populate your newsfeed.
objective-and-task method
considers the objectives set out for the campaign and determines the cost estimates for accomplishing each objective
click-through
consumers click an ad to reach target landing page, uses response device
creative brief
document that helps creatives channel their energy toward a sound solution for the brand in question
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
boundary spanners
employees who interact directly with customers
external environment
opportunities and threats, the uncontrollable elements outside a firm that the organization responds to in planning
fifth P of marketing mix
participation
center of excellence model
pulls people with different kinds of expertise from across the organization to participate in social media marketing
demographic segmentation
segmenting markets by age, gender income, ethnic background, educational attainment, family life cycle, and occupation
Geographic Segment
segmenting markets by location
online gated communities
selectively allow access to only some people and may offer a high degree of social capital to the lucky few who pass the test
SNS work because there are degrees of ______ in networks.
separation
zone 1 of social media
social community, the relationship zone
meetups
social connections online result in face to face connections offline
psychic income
social currency, perceived value that is not expressed in monetary form, such as information, relevance, or entertainment
SWOT analysis
strengths, weaknesses, opportunities, and threats
biggest predictor or whether someone will become active in a social network
the presence of a critical mass of friends
public relations
the promotional mix component tasked with generating positive publicity and goodwill
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
social commerce
the use of social media to assist in the online buying and selling of products and services influences stages of the consumer decision making process
reputation economy
the value that people exchange is measured in esteem as well as in dollars, euros, or pounds
digital identity
the way we represent ourselves via text, images, sound, and video to others who access the web the way marketers view you
social network theory
theory that explains how networks work all social communities are social networks
Social Media
tool/service uses internet that bring about communication
share applications
tools that let users share what they are reading or doing on their status feeds
disclosure requirements
transparency using hashtags to proclaim the relationship such as employee, paid, free sample
maintained social capital
value we get from maintaining relationships with latent ties
weight
what type of action was taken on the content?
context
when conditions are right
Footprint
where you are and where you have been
III. Gather Info on Target Market
who you are trying to target
apps
widgets, downloadable or embeddable social software
What is a blog?
"A collection of the blogger's personal thoughts and ideas around a particular topic and, as stated previously, are a less formal method of publication."
What are the key elements of a SMM plan?
(coming back to this one)
Describe a brief history of microblogging.
*Started with "Tumbleblogs", or stream of consciousness blogging. *Twitter changed the game by instituting a character limit (140 Characters).
SMM approach to marketing
- message/ participation -two way communication -discussion approach
social media marketing (SMM)
-Based on WOM & participation -Using social media -to positively influence customers towards a brand -exchange offerings that have value for an organizations stakeholders -"... To create, communicate, deliver, and exchange offerings that have value for an organization's stakeholders" as marketing tools.
traditional approach to marketing
-Marketer controls -One way communication -Domineering approach
benefits of SNS
-allow brand to be closer to their fans -real time communication -consumption (fans twice as likely) -purchase (10x likely)
Democracy
-characteristic of online community -"rules by the people", people control the content
Presence
-characteristic of online community -effect people experience when they interact online
Levels of Participation
-characteristic of online community -in order to thrive and keep the community going, members must participate
Standards of Behavior
-characteristic of online community -norms/rules for online behavior, some written some unwritten
Conversation
-characteristic of online community -not talking/writing, hybrid
What are the seven myths of SMM? Are they true?
1)Social media is a fad. 2)Social media is just for the young 3)No return on SMM 4)SMM is new 5)SMM is too time consuming 6)SMM is free 7)SMM isn't right for my business
What are the 5 biggest reasons people choose to follow brands online?
1. Authentic 2. Transparent 3. Show care and empathy 4. Respect consumers' time and opinions 5. Have a human presence online
What are the 5 best practices for Social Media Marketing?
1. Begin with a strategy backed by a SMM Plan. 2. Be honest and transparent in all your social media efforts. 3. Identify your target market, and understand its media behavior before you begin. 4. Welcome participation and feedback from your audience. 5. Remember that what you know today won't be valid tomorrow.
List and describe the common goals of SMM.
1. Build a brand -brand awareness, brand attitude, positioning, brand loyalty 2. Generate leads/sales 3. Customer service 4. Increase SEO 5. Getting new product ideas 6. IMC 7. Crisis/reputation mgt
What are the 4 levels of the "objective cascade"?
1. Business 2. Marketing 3. Social Media Marketing 4. Campaign and Platform Specific
What is the process for creating a Social Media strategy? (8 Cs)
1. Categorize SM platforms by relevancy. 2. Comprehend rules of engagement by listening. 3. Converse by acknowledging and responding to other users on the platform. 4. Collaborate with platform members. 5. Contribute content to build a reputation. 6. Connect with influencers to enlist the community. 7. Community participation can elicit valuable customer suggestions. 8. Convert relationships to the behaviors suggested by the objectives.
What are the 8 Cs of Strategy Development?
1. Categorize social media platforms by target market relevancy 2. Comprehend the rules of the road on the platform by listening and learning how to behave, successfully spark conversation, and engage the participants. 3. Converse by acknowledging and responding to other users of the platform, always remembering to be a contributor, not a promoter. 4. Collaborate with platform members as a means of establishing a mutually beneficial relationship with the platform participants. 5. Contribute content to build reputation and become a valued member, helping to improve the community 6. Connect with the influencers so that you can enlist them to help shape opinions about your product or service. 7. Community participation (and creation) can elicit valuable consumer suggestions for improving products and services. 8. Convert relationships built in social media to the behaviors specified in the objectives.
Steps in SMM Planning
1. Conduct a situational analysis 2. State objectives 3. Gather target audience insight 4. Select social zones and vehicles 5. Create an experience strategy 6. Establish an activation plan 7. Execute and measure a campaign
How does SMM differ from traditional marketing?
1. Control Vs Contributions 2. Trust building; be earnest and down to earth. 3. Trust is slow to earn, easy to lose. 4. Combo of creativity and technology.
What are 5 steps to develop a personal branding plan using microblogging?
1. Create a complete profile 2. Follow those in your area 3. Create lists around your interests. 4. Create a follow strategy 5. Post at least 3 times a day.
What is the 5 stage process for marketing on Photo Sharing Sites?
1. Determine target market 2. Select Photos 3. Use photos to demonstrate knowledge and involve users, not to sell. 4. Market the content 5. Secure permissions
What are the best practices for marketing with social media platforms? (5)
1. Develop clear objectives 2. Understand and monitor metrics. 3. Know the audience. 4. Communicate with your audience in the most appropriate way. 5. Keep search in mind.
What are the four areas you should address in structuring your LinkedIn summary?
1. Engaging and Original 2. Written in the First person 3. angled toward specific people 4. clear on what you want the reader to do next
What are the 5 parts of the Valid Metrics Framework?
1. Exposure: Opportunity to Attend to Content 2. Engagement: Interaction with Content 3. Influence: Ability to Change Opinion or Behavior 4. Impact: Effect on the Target Audience 5. Advocacy: Suggest Action to Another User
What are the benefits of marketing on social networks? (4)
1. Find Talent 2. Build Brand Awareness 3. Find new customers 4. Conduct Brand Intelligence and Marketing Research.
3 facts about social media from the Socialnomics/Social Media Revolution 2
1. From WOM to World of Mouth, word of mouth on a larger scale. 2. 78% of consumers trust peer recommendations; only 14% trust advertisements. 3. Listen first, sell second.
What are the common characteristics of a good Social Media Marketer?
1. Good communication skills. 2. Working knowledge of computers and the internet. 3. Knowledge of search marketing desirable 4. Proficiency on Twitter, FB, and LinkedIn
Strategic Planning Phases
1. Identify objectives 2. Decisions on how to accomplish objectives 3. Plan Implementation 4. Measuring
Consumer Purchase Process
1. Increase awareness 2. Influence desire 3. Encourage trial 4. Facilitate purchases 5. Cement brand loyalty
What are 4 marketing objectives that can be achieved with Twitter?
1. Increasing Brand Awareness 2. Connecting with Customers 3. Providing Support 4. Distributing Information
What are the three types of podcast content?
1. Instructional 2. Informative 3. Entertainment
How do you choose which SMM tool is right for your marketing activity? (5)
1. Investigate tools offered by the platform. 2. Think about what you need to accomplish 3. Be sure the tools service the platforms used. 4. Consider how many people need to use the tool and what their roles are 5. Consider whether a free tool will suffice, or whether a paid one is needed.
What are six tips for using SMM with a global audience?
1. Note cultural differences 2. Don't use colloquialisms. 3. Sarcasm and metaphor can be easily taken out of context. 4. Don't make pop culture references, puns, or other regionally dependent humor. 5. Adapt, don't dumb down, and "make messages polite, concise, and direct". 6. Use Google Translate when you can
List and describe the PARC principles of SMM
1. Participatory (Interact, answer, thank) 2. Authentic (honest, sincere, personable) 3. Resourceful (useful, relevant, helpful) 4. Credible (Knowledgeable, expert, trustworthy)
What are the three types of sharing?
1. Primary 2. Secondary 3. Tertiary
What are the types of social media platforms? (13 Listed)
1. Social Networking 2. Microblogging 3. Publishing Tools 4. Collaboration Tools 5. Rating/Review Sites 6. Photo Sharing Sites 7. Video Sharing Sites 8. Personal Broadcasting Tools 9. Virtual Worlds 10. Location Based Services 11. Widgets 12. Social Bookmarking/News Aggregation 13. Group Buying
What are the seven myths of Social Media?
1. Social media is a fad 2. Social media is new 3. Social media is for the young 4. Social media doesn't show returns. 5. Social media isn't right for this business. 6. Social media is too time-consuming 7. Social media is free.
What are 6 benefits of Video Marketing?
1. The content is engaging 2. Garners large audiences 3. Building brand awareness 4. Showcasing the Product 5. Generates business leads 6. Leading video platforms.
What are the three components of creating a content marketing strategy?
1. The creation of content based on target audiences and personas 2. The dissemination of the content through appropriate channels to achieve marketing objectives. 3. The measurement of the success of the content through analysis of results.
How do you make websites visible to Search Engines? There are 5 ways.
1. The website should have reliable hosting and be accessible. 2. Focusing on Text-Based Content. 3. Proper navigation allowing search engines to link to the website. 4. Sitemaps to help search engine spiders. 5. Linking the site to external directories and social media.
What are 4 ways to build your personal brand through photo sharing?
1. Tie your photo sharing to a professional goal 2. Keep the pictures linked to your professional brand, but have fun 3. Focus on engagement 4. Be sure not to overshare...
What are the contents of an SMM plan? (13 Parts)
1. Title Page 2. Table of Contents 3. Executive Summary 4. Overview 5. Social Media Presence 6. Competitive Analysis 7. Setting Goals 8. Determining Strategies 9. Identifying Target Market 10. Selecting Platforms 11. Implementing 12. Monitoring 13. Tuning
Social Media Evolution
1. Traditional (broadcast, radio, print) 2. Tradigital (banners, email) 3. Social Media (networks, blogs, communities)
Good Plan Characteristics
1. Understand's the marketplace 2. Establishes clear measurable objectives 3. Defines performance targets 4. Identifies a customers group 5. Explains what a customer wants 6. Develops startegies tied to objectives (4ps) 7. Includes measurement plan
What are the 9 rules for engaging properly on Social Media?
1. Use Social Media Channels As Intended 2. Don't Be A Dirty Spammer 3. Assume People Don't Care About the Product 4. Have a Personality 5. Provide Context When Seeking Connections 6. Be Transparent 7. Talk About the Topic 8. Social Media Profiles Are Not Billboards 9. Be Nice
There are 9 rules for engaging with customers on social media. These rules are like "etiquette" for SMM. List and describe each rule.
1. Use as intended -Know norms of communication -Dont direct message someone about blog/business/product - thats dumb. 2. Dont spam -let them opt in / opt out -unwanted 3. Assume they don't care - Why would they care? -dont use aggressive marketing 4. Have personality Be personal, but not too personal 5. Provide context when seeking connections -Send a brief note -briefly explain why you wanted to connect when you do follow/add someone 6. Be transparent be honest 7. Talk about the topic -its not always about you -participate, not self promote 8. SM profiles = not billboards send wanted messages with original content 9. Be nice manners matter say please and thankful
What are the 11 best practices for Content marketing?
1. Use catchy titles. 2. Update frequently 3. Keep content focused 4. Invite comments 5. Engage with others 6. Avoid negativity 7. Stand by the content 8. Cross promote 9. Archive the content. 10. Promote the content 11. Use metrics
What are the rules of engagement for SMM? (9 Rules)
1. Use social media channels as intended 2. Don't be a dirty spammer 3. Assume people don't care about the product. 4. Have a personality 5. Provide context when seeking connections. 6. Be transparent. 7. Talk about the topic. 8. Social media profiles are not billboards. 9. Be nice!
What comprises the "road map" to build before developing an SMM strategy?
1. Who your target audience is and the audience characteristics 2. How you plan to interact with the audience 3. How you will measure the success or failure of your activities 4. How you will adjust to stay on track to meet your objectives.
social media activity motives
1. affinity impulse 2. personal utility impulse 3. contact comfort and immediacy impulse 4. altruistic impulse 5. curiosity impulse 6. validation impulse
dimensions of differentiation of social networks
1. audience and degree of specialization 2. social objects that mediate the relationships among members 3. degree of decentralization or openness
social networks similarities
1. based on participation from a community of members 2. structure - nodes that interact with one another, flows between node members, graphs connected by node relationships
methods to encourage interaction
1. brands talk 2. real-time marketing 3. contests and requests for UGC
basic models for social media structure
1. centralized 2. organic 3. hub and spoke 4. dandelion 5. holistic
basic characteristics of online communities
1. conversations 2. presence 3. democracy 4. standards of behavior 5. level of particiapation
social technographics
1. creators 2. conversationalists 3. critics 4. collectors 5. joiners 6. spectators 7. inactives
Pew types stationary media preferred
1. desktop veterans 2. drifting surfers 3. information encumbered 4. tech indifferent 5. off the network
Pew types motivated by mobility
1. digital collaborators 2. ambivalent networkers 3. media movers 4. roving nodes 5. mobile newbies
characteristics of fans who define their identities in part by their membership in a fandom
1. emotional engagement - brand is meaningful, relatabiltiy 2. self-identification - personally and publicly identify with like minded fans, ex. beliebers 3. cultural competence - critical understanding of the object, its history, and its meaning beyond functionality 4. auxiliary consumption - collects and consumes related items and experiences beyond basic object 5. production - involved in production of content related to object
promotional mix objectives with social media
1. extend and leverage the brand's media coverage 2. influence the consumer throughout the decision making process
top 3 reasons people share content socially
1. find it interesting/entertaining 2. could be helpful to others 3. to get a laugh
reasons to talk about products
1. highly involved with type of product, simply enjoy talking about it 2. knowledgeable about product, conversations let others know it 3. genuine concern for someone else
social media applications for promotion
1. increase awareness 2. influence desire 3. encourage trial 4. facilitate purchase 5. cement brand loyalty
elements of a situation analysis
1. internal environment 2. external environment 3. SWOT
three factors to tip a trend
1. law of the few 2. stickiness 3. power of context
types of reputation management:
1. managing comments/ what is said about you online. 2. managing the % of positive comments about you on a SERP.
three types of media
1. paid 2. owned 3. earned
level of activity basis
1. people with whom you are connected 2. content/artifacts you produce 3. feedback you receive 4. distribution of the artifacts and feedback throughout the network
marketing plan outline
1. perform a situation analysis 2. set marketing objectives 3. develop marketing strategies 4. implement and control the marketing plan
bases of social power
1. reward power 2. coercive power 3. legitimate power 4. referent power 5. expert power 6. information power
reasons to engage with a brand
1. sales and deals 2. aspirational value of brand (ideal selves)
questions of brand readiness for social relationships
1. set up for engagement? some are safer with one way communication 2. where should the brand be? specific sites 3. reflect brand's personality? voice and interactions 4. leverage fan sites? 5. integrate social network presence into other campaigns? icons and links
strategic planning process of social media campaigns
1. situation analysis 2. identify social media marketing objectives and set budgets 3. profile the target audience of social consumers 4. select social media channels and vehicles 5. create an experience strategy 6. integrate with other promotional components and establish campaign timeline 7. execute and measure outcomes
list the four zones of SMM as identified by Tuten and Solomon
1. social community 2. social publishing 3. social commerce 4. social entertainment
zones of social media
1. social community 2. social publishing 3. social entertainment 4. social commerce
types of social ads
1. social engagement ad 2. social context ad 3. organic social ad combinations improve effectiveness
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
social media marketing maturity
1. trial phase 2. transition phase 3. strategic phase
Pew Internet Technology Types basis
1. whether they hold a positive or negative view of digital mobility 2. their relationships with assets, actions, and attitudes
Who created the first Coca-Cola Facebook page?
2 brand fans, co-creation
organic content:
2 ways content is posted to media sharing sites relating to businesss. company creates and publishes content. people outside the company create media about content.
80/20 Rule
20% of brand's customers purchase 80% of its products 20% buy 80%
heavy users
20% of brand's users buy 80% of the product 80/20 rule
What platform is the earlier ancestor of today's social media platforms? What do you know about the evolution of social media within the 2004-2014 period?
ARPANET. Myspace>Flickr>Facebook>Youtube and Bebo>Twitter>Tumblr>Instagram>Pinterest>Snapchat>G+
What are the 3 steps a social media marketer should take when taking responsibility for a mistake
Acknowledge the situation & take responsibility; apologize and identify a solution needed; act (implement) resolution or identify changes and let the affected individual what is being done
When you make a mistake on social media, what 3 steps should you take to amend the error?
Acknowledge: Find out what the problem is, and take responsibility for the situation. Apologize: If someone is angry, first attempt to calm them down. Apologize, and determine what would give the individual resolution. Act: Implement promised changes or make other restitution. Inform the complainants that the problem is being addressed.
Motives for Social Media Activities
Affinity Personal Utility Contact, Comfort, and Immediacy Altruism Curiosity Validation
What is a social network site?
An online service where members can establish relationships.
Percentage of Ad Spend
Assigns a set portion of the overall advertising budget for the organization to social media activities
What are the two major differences between SMM and traditional marketing?
Audience contributions and trust building
Define microblogging.
Broadcasting brief messages to some or all members of the sender's social network through a specific, Web-based, service.
What is NOT a part of an active engagement strategy
Broadcasting messages
IV. Select Social Media Zones
Community, Publishing, Commerce, Entertainment
What are listening centers?
Data centers that track and analyze social media content around a brand or company.
Crowdsourcing
Describes a process that harnesses the collective knowledge of a large group of people to solve problems and complete tasks
goal progression process
Exposure- opportunity to attend to content Engagement- interaction with content Influence- ability to change opinion or behavior Impact- effect on the target audience (ROI) Advocacy- suggest action to another user (WOM)
With a global audience what should be avoided in your content
Expressions; helpful proverbs; folksy, friendly sayings; and sarcasm
TRUE OR FALSE: You can get by with an incomplete profile.
FALSE
TRUE OR FALSE: You have total control over the brand in SMM
FALSE
lookalike audiences
Facebook creates fake consumers to match characteristics of known consumers
Facebook Connect
Facebook tool that allows users to log into other partnering sites using their Facebook identities
According to the text, traditional advertising has no value to consumers
False
Doing social media marketing is pointless unless it generates some value for non-customers.
False
How much people trust you is less important than the overall number of fans or followers you have
False
Large social networks are being threatened by niche social networks that cater to specific interests.
False
Most people use social media because they are looking for discounts and deals
False
The code of ethics for SMM is the same as for traditional marketing
False
What is the Valid Metrics Framework?
Framework for developing valid social media metrics. There are 5 elements. Exposure: Opportunity to Attend to Content Engagement: Interaction with Content Influence: Ability to Change Opinion or Behavior Impact: Effect on the Target Audience Advocacy: Suggest Action to Another User
Why is it important to understand the rules of engagement in social media?
It helps avoid potentially costly mistakes
What are the PARC Principles?
Participatory Authentic Resourceful Credible
Being honest is one way for a company to build credibility
True
Conducting a comprehensive social media audit is a critical prerequisite for formulating social media objectives.
True
Social networks blur the line between business and personal life.
True
When first engaging in social media, it is important to listen first before creating content.
True
participatory advertising
UGC campaign, brands invite content, set mandatory guidelines and specifications, and possibly provide participants with brand assets, restricted by vehicle rules, content shared in gallery interesting content at relatively low costs, engage different types of consumers, enhances PR personal story/photo is most frequently used
consumer generated media (CGM)
UGC, user content, organic when motivation is intrinsic intent, created when guided by brand or incentivized suggests highly engaged customers
Competitive Parity Method
Uses competitors spending as a benchmark
What place does video marketing play in the digital marketing mix?
Video is the quickest growing area of the mix; specifically mobile video.
What is NOT an example of permission marketing
Viewing an online ad on a mobile phone
Self Audit in Social Media
Vision Validation Vindication Vulnerability Vanity
word of mouth marketing association
WOMMA
Why is it important not just to self-promote on SMM?
While social media can be a platform for businesses to share their content, it can become even more valuable by building the number of people who are passionate about a business and requesting them to create content or to share it.
Should you use an Active or Passive SMM Strategy?
While some companies an active strategy is the best out the gate, it's better not to rush things; when you don't know what your audience will respond to it's ill advised to just throw something out there. Passive is preferential for new brands as well as brands without an established audience.
How is consumer television and video use changing?
While television use is going down on its own, video content is replacing it as the niche. Also, television is slowly growing in age as a domain, while video is younger.
How do you implement the social media plan?
You create content and assign roles for social media jobs.
How do you link Social Media goals to actions?
You must create a "call to action" or a series of steps to take the consumer through to get the desired result.
experience brief
a creative brief for social media marketing campaigns
creative brief
a document that helps creatives channel their energy toward a sound solution for the brand in question
Network effects
a good or service becomes more valuable when more people use it
micromarkets
a group of consumers once considered too small and inaccessible for marketers to pursue
Opinion Leader
a person who is able to influence others
flame:
a post designed to incite heated reactions
two step flow model of influence
a small group of influencers are responsible for dissemination of information because they can modify the opinions of a large number of other people
social utility
a social networking site that spans all four zones of social media - facebook
objective
a specific statement about a planned social media activity in terms of what that activity intends to accomplish
objective
a specific statement about a planned social media activity in terms of what that activity intends to accomplish -118
selective transparency.
ability to choose what you are sharing with your social network.
reward power
ability to provide others with what they desire
A call for action moves from SMM goals to ______ by customers.
actions -desired actions expected of customers -lead generation, brand building
service recovery
actions an organization takes to correct mishaps and win back dissatisfied customers
off page
actions taken around the web or off the website to effect position on serp
marketing
activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large
social engagement ad
ad creative with encouragement to engage, like, link
social context ad
ad creative, engagement device, and personalized referral content
display ad
ad that includes text, graphics, video, and/or sound on a website
creators
adds value to social web by creating user generated content (UGC)
creative message strategy
advertising campaign equivalent of experience strategy
indexing:
after a website has been crawled its content is stored and organized in a database of information that search engines manage
domain name authority:
age, mentions, brand influence.
deal aggregators
aggregates deals into personalized deal feeds
social contract
agreement that exists between the host or governing body and the members, sets expectations for members and host terms of use
social contract
agreement that exists between the host or governing body and the members.
social media manager's role
akin to brand manager, overseeing, managing, and championing the social media strategy internally
microblog user types
aligned by itnerest rather than relationships 1. polarized crowds - issues 2. tight crowds - interconnected 3. brand clusters* - about brands but not with each other 4. community clusters - group relevant news 5. broadcast networks - many people repeat prominent news 6. support networks* - complaints handled, hub and spoke
organic structure
all employees represent the brand and work social media into their roles, training for all, content can end up off message
holistic model
all employees use social media
archive and category pages:
allow reader to navigate blog by topic and time
twitter cards:
allow you to add rich media into tweets. drive people to site. installed by adding code to your website. can only be used with promoted tweets.
pros of social media marketing?
allows us to create and distribute our own content. cheaper allows small brands to make a name for themselves.
what is media sharing?
allows user to create and upload multimedia or "user generated content" (UGC) allows huge exposure for cheap.
what is social bookmarking?
allows users to collect and store interesting links. most popular links are displayed
influence impression
an exposure to a brand via another person
social media is.....
any form of electronic communication through which users create online communities to share information, ideas, personal messages, and other content.
on page
anything manipulated on the website to effect position on serp
social services
application service sites
brand butlers
apps that fit strategically with the brand and consumer needs, help consumers manage their lives
on page factors:
architecture, tagging, content
active activities
aspects of your identity over which you have a great deal of control, a selfie
passive activities
aspects of your identity over which you have less control
referent power
authority through the motivation to identify with or please a person
social media zombies
automated responses are useful for workflow management but users view automation as fake -113
standards of conduct
basic expectations for employee behavior in social communities
Standard of Conduct
basic expectations for employees in social communities ex. good manners, honesty
interactions
behavior based ties such as talking, attending an event, or working together
interactions
behavior-based ties such as talking with each other, attending an event together, or working together
what is microblogging?
blog that limits size of each post.
how is SMM related to digital marketing?
both use a digital form to advertise and communicate to the customer
brand profile
brand representation as a node in social networks 1. corporate entity 2. one or more people representing a brand 3. a mascot
friendvertising
brand's use of social networking to build earned media value and cultivate brand fans
lovemarks
brands that inspire passionate loyalty in their customers
what is a jab?
building a relationship with and engaging with your customers through incredible, heartfelt service and social media. light weight pieces of content that benefit your customer by making them laugh, snicker, ponder, play a game, feel appreciated, or escape.
brand persona
builds brand personality, differentiates brands from competitors, and sets stage for perceived relationship should be consistent with brand's style guide, includes personality traits
user accounts on youtube:
channels
social entertainment
channels and vehicles that offer opportunities for play and enjoyment
personal media
channels capable of two way communication on a small scale
social communities
channels of social media that focus upon relationships and the common activities people participate in with others who share the same interest or identification
owned media
channels the brand controls
taxonomies
classifications created by experts
closed loop:
clicking on a photo brings you back to instagram, not your product or service page.
Core ties
close relationships
Demographic Segment
common characteristics to group people, age
passion-centric
communities joined by people who not only share an interest in the object in question; chances are they are passionate about the object.
A ______ strategy calls for participation with and creation of content for specific groups of customers.
community
email segmenting
companies can merge email addresses from customer databases and website visitor data to target social media users directly
social software applications
computer programs that enable users to interact, create, and share data online
ideation
concepting, brainstorming
social privacy
concerns about disclosing personal information to others antidote for curiosity impulse and creeping
anomie
condition of modern industrial life that alienated individuals from society and potentially results in suicide
anomie
condition of modern industrial life that alienates individuals from society and (potentially) results in suicide
The Rapha Festive 500 is an example of a ______ strategy, where marketers seek to identify influencers and brand advocates.
connect
roving nodes
connected for work female, late 30s, educated, high income
SNS is based on some _______ factor.
connecting factor -Examples: facebook, twitter, linkedin
Maven
connects people sharing knowledge, an expert
influence network
consists of people who communicate information vigorously to one another and also participate in a two-way dialogue with the opinion leader.
external environment
consists of those elements outside the organization, the organization's opportunities and threats, that affect its choices and capabilities
spectators
consume content like other print media
seed
content creating a reason to interact with the brand and others
blogs
content management system that makes it easy for anyone to publish short articles called posts.
no derivs
content may not be remixed and distributed
noncommercial:
content may not be used for commercial purposes.
benefits to users
content must add value to the social community so they see it as a benefit
By using a contribute strategy, marketers may be viewed as demonstrating thought ______.
content through leadership
businesses must consider 3 things when advertising with social media.
context timing nuances of different platforms
In the Converse strategy, the marketer should be a ______, not a ______.
contributor not a promoter
information power
control over the flow of and access to information
hub and spoke structure
coordinated model, people who are cross functionally trained are ready to address various social media needs, most popular
content marketing
core input for social publishing
social media mix
describes the combination of vehicles the strategy will include to attain the organization's objectives
democracy
descriptive term that refers to rule by the people; community appoints or elects leaders based on their demonstrated ability to add value to the group
In a Convert strategy, marketers use tools for ______.
desired outcomes -sales, brand attitudes
social influence
determines whether the flow changes behavior or attitudes power and attractiveness
content
develop interactivity, emphasize relevance, monitor the asset for needed maintenance, respond to visitor feedback, provide new content
open source model
developers post their programs on a public site and a community of volunteers is free to tinker with them, develop other applications using the code, then give their changes away for free started with Linux system
perpetual beta
developers to introduce new features in products even if testing and refinement are not yet complete - refinement is never complete
Perpetual beta
development and release of service being constantly updated
social graphs
diagrams of the interconnections of units in a network
lifestream
diary you keep through social media activities
DAO
digital asset optimization: process of taking stock of the digital content you have and using it to drive buzz. employing SEO for all aspects of digital media.
Handle-Squatting
digital brand name w/ no legit claim ex. "The Gap World"
Behavioral segmenting
divides consumers based on how they act with brand/product
off the network
do not use internet, do not have mobile phones low income seniors
The Social Media Policy
document that explains rules and procedures for employees
digitial asset optimization:
dominate the search engine results page! universal search
why advertise with social media?
drive customers to your site conversations with customers represent and mange your brand raise awareness for cause/promotion/event
creative assets
drive their paid and owned media -124
network effect
each additional user adds value to all users, web 2.0 enables croudsourcing but tends to consumer massive resources
collectors
efficient and organized, use RSS feeds, sorting and rating the content others post, curators
social customer relationship management
embraces software and processes that include the collective intelligence of a firm's customers to more finely tune the offer and build intimacy between an organization and its customers
bonding social capital
emotional support networks social currency
open access sites
enable anyone to participate without registration or identification valuable for sensitive topics and ease of use lowers barriers for misbehavior, anonymity
open access sites
enable anyone to participate without registration or identification. This can be valuable for participation on sensitive topics as well as for ease of use.
tag cloud
enables users to search and retrieve information using tags, provides information about popularity of tags
essence of social media
engagement
social media audit
ensures the team understands the brand's experience in social media
six degrees of separation
everyone is connected to everyone else by no more than six ties, drawn from small-world network model
rich media
ex. tv commercial v. text print ads v. text and graphics magazine ad
flows
exchanges of resources, information, or influence among members of the network actionable components of any social network system in terms of sharing information, delivery of promotional materials, and sources of social influence
VI. Establish Activation Plan
executing/factors to make plan work
In using social media for B2C, what platform is most popular?
off page optimization
factors that show the search engine that you are credible. ex: link popularity and page rank.
sock puppet
fake accounts with fake sparkling reviews, while slamming the competition.
strategic phase
final phase, utilizes a formal process to plan social media marketing activities with clear objectives and metrics, integration
landing page
first page that a person sees when clicks through an ad to target site, will influence whether visitors stay at site or move on
Should you write your LinkedIn summary in first or third person?
first person personal
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 learning to use new form of communication and exploring potential
word of mouth communication (WOM)
flows from node to node more reliable and trustworthy than messages from formal marketing channels creates social pressure to conform, influences 2/3 of all consumer goods sales powerful when product in unfamiliar, new, technologically complex, etc.
word-of-mouth communication
flows from node to node (called influence impressions in social media) and publicity are important forms of earned media. Companies release content through press releases and paid channels, participate in community events and causes, create stunts designed to generate media attention and buzz, and offer exceptional service quality, all with the hope that a brand message will spread.
media multiplexity
flows of communication go in many directions at any point in time and often on multiple platforms
customer relationship management
focuses on what we do with a customer after the first sale
measurement
for organizations to succeed in social media marketing, the must measure it
marketing mix
four p's: product, price, place, promotion
connections
friends, followers, fans
reciprocity:
friendship on these sites based upon sharing and voting on another's stories.
tips for forums:
great for niches lurk and get to know community. be a part of community.
online comunities
group of people who come together for a specific purpose, guided by policies, supported by internet access that enables virtual communication
Online communities
group of people who come together for a specific purpose, who are guided by community policies and who are supported by internet access that enables virtual communication
Crowdsourcing
harnessing the collective power/knowledge of crowd
salesmen
have natural persuasive power
ad equivalency value
if the mention was through paid advertising, the estimate of the value of the advertising in the form of the fees they paid to place the ads
dashboards
illustrates ad effectiveness in terms of reach, engagement, and sentiment
facebook strategy:
include exclusive content. don't pitch products or services. be responsive. tell a story. drive engagement.
tips for rating and review sites:
include relevant keywords for search. respond to negative reviews in a calm manner. unlock your business page. post stickers and badges on your site to encourage reviews. filling out review sites generates inbound links.
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
fan base
indicator of the brand's success in establishing a known presence within a community difficult to tell extent of, because liking and sharing is so easy
opinion leaders
influencers or power users, people that others view as knowledgeable sources of information tend to be slightly high in status, education, and class 1. activists 2. connected 3. impact 4. active minds 5. trendsetters
Paradigm Shift
information flows through communication, causes change in beliefs and theories
information encumbered
information overloaded, old media preferred male, early 50s, average edcuation, lower-middle income
social media value chain
infrastructure, channels/hosts, supporting software and services, devices share, create, talk, work, buy/sell, learn
drifting surfers
infrequent internet users, would not mind giving up mobile internet female, early 40s, middle income
connectors
know many people and communicate with them
mavens
knowledgeable about many things
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
social presence
level of activity in social media, indicates availability, mood, friend list, status
media sharing tips:
leverage existing media by sharing it. duhhhh. use tags effectively. shorter is better with videos. use open licensing and embedding features. inspire fans to create organic content about your brand.
tech indifferent
light internet users, willing to give up digital connectivity female, late 50s, lower income
how to build an audience for your blog
link and comment to other blogs. content has useful information. link to your blog from other social networks. SEO.
organic seo influencers
link building: on page factors: domain name authority: overall website traffic: social footprint: web hosting:
In using social media for B2B, what platform is most popular?
linked in
blogroll
list of your recommended blog reads in side bar.
top lists:
list the top businesses in vertical categories or geographical areas
monitoring:
listen. use multiple systems. develop schedule/strategy.
The first step in the SMM planning cycle is
listening -setting goals -defining strategies -identify target -audience -select tools -select platform/channel -implement -monitor -tuning
content themes that work well with social news/bookmarking:
lists breaking news games controversey videos and photos
What could happen if you make the wrong choice in setting up your brand's presence on Facebook?
lost access to your account
internet penetration and sharing
low internet penetration, high reporting of oversharing; high internet penetration, low reporting of oversharing
niche markets
marketplaces that offer a relatively small number of items to buyers who tend to be loyal to these outlets (for example, big-and-tall men's stores or bicycles built for two).
media
means of communication
mass media
means of communication that can reach a large number of individuals
VII. Manage and Measure
measuring performance of plan
reasons to keep membership record
member management, product development, promotion, licensing to external marketers
Nodes
members of a network
nodes
members of a network, aka network units people, organizations, articles, countries, etc.
meetups
members of online networks arrange to meet in a physical location
media democratization
members of social communities, not traditional media publishers, control the creation, delivery, and popularity of content majority rule applies
nodes
members of the network; members (also called network units) are connected by their relationships (ties) with each other
sticky
memorable impact, extent to which something captures interest
social footprint:
mentions, syndication:
earned media
messages that are distributed at no direct cost to the company and by methods beyond the control of the company
percentage of ad spend
method that assigns a set portion of the overall advertising budget for the organization to social media activities
ambivalent networker
mobile devices for social networks and texting, takes breaks from connectivity male, young, diverse
prototypes
mock ups developed
focus of objectives
most businesses focus on action steps rather than desired outcomes, but it should be the other way around
digital collaborators
most gadgets to work, play, create, and share male, late 30s, educated, high income
small world network model
most nodes in a social graph are not directly linked to one another but instead indirectly connected via neighboring nodes
dandelion structure
multilayered hub and spoke model, appropriate for companies with strategic business units that still represent a core brand
MySQL
my structured query language
most popular social networking sites:
myspace facebook linkedin google+
Handle
name in social community
6 rules for outstanding content.
native doesn't intterupt doesn't make demands often leverages pop culture micro consistent and self aware
negative word of mouth
negative talk between nodes, weighed more heavily than positive one unhappy customer tells 9 other people
internal social network
network sites built by a specific organization for its own use, limits to members of the organization, more dynamic and interactive
external social network
network sites open to people who are not affiliated with the site's sponsor
content strategies for blogs.
news. lists. how tos. controversy.
derivative branded content
newsfeed stories of brand interactions, seeds content using the network
how popular your content is depends upon:
number quality speed of votes
flows
occur between nodes; exchanges of resources, information or influence among members of the network
cascades
occur when a piece of information triggers a sequence of interactions (much like an avalanche).
negatives of traditional marketing?
one way, static broadcast techonlogies. no instant feed back.
information power
one's control over the flow of and access to information
stunts
one-off ploys designed to get attention and press coverage -111
social media
online --> communication, conveyance, collaboration, cultivation; networks of people interconnected and interdependent, enhanced by technological capabilities
word of mouse
online WOM, ease and speed
inactives
online but aren't social participants
Social Commerce
online buy/sell products assisted by social media ex. groupon, facebook ads
entertainment communities
online communities around music, movies, art, etc. myspace
cyberplace
online community where people connect online with kindred spirits, engage in supportive and sociable relationships with them, and imbue their activity online with meaning, belonging, and identity
social ads
online display ads that incorporate user data in the ad or in the targeting and enable some social interaction within ad unit or landing page customize ad content, data gathered from profiles, actions, apps, interactions more effective than nonsocial ads
fandom
online fan community
social networking sites
online hosts that enable site members to construct and maintain profiles, identify with other members with whom they are connected, and participate using various services the site offers focuses on individual communication and collaboration
social shopping markets
online malls featuring user-recommended products, reviews, and the ability to communicate with friends while shopping
social media
online means of communication, conveyance, collaboration, and cultivation among interconnected and interdependent networks of people, communities, and organizations enhanced by technological capabilities and mobilities
ORM
online reputation management
social storefronts
online retail stores that sometimes operate within a social site with social capabilities
mass connectors
opinion leaders deliver influence impressions, 6.2% of users are responsible for 80% of impressions
mass connectors
opinion leaders who are responsible for the majority of impressions on social media.
social media touchoints
opportunities to interact with social media, leaves impressions, makes up data that marketers use to paint social identity
legitimate power
organizational authority based on rights associated with a person's appointed position
legitimate power
organizational authority based on rights associated with a person's appointed position.
social media policy
organizational document that explains the rules and procedures for social media activity for the organization and its employees
social media policy
organizational document that explains the rules and procedures for social media activity for the organization and its employees protects company in legal sense, encourages employees to participate in consistent ways
transition phase
organizations enter this phase when they mature in their use of social media marketing
What is the difference between a Facebook page and profile?
page: for business (commercial) profile: individuals (non-commecial)
native advertising
paid advertising that is based on a form unique to the vehicle within which it is placed
social communities as public venues
particularly young people view social media profiles as forms of produced self, lower levels of privacy salience
core ties
people with whom we have very close relationships. These people may or may not be in a position to provide solutions to some problems we face (or we may not want them to know about these in some cases).
privacy paradox
people's willingness to disclose personal information in social media channels despite expressing high levels of concern for privacy protection
opinion leaders (also called influencers or power users)
person who is frequently able to influence others' attitudes or behaviors.
php
personal home page
phpbb
personal home page bulletin board
devices
pieces of equipment used to access internet and range of activities in which we participate online
propagation brief
plan not for the people you reach but for the people they will reach
experience design
plan to create more than a passive ad, experience that people will want to share
propagation brief
planning document for social media
Social Entertainment
play and enjoyment online ex. games, music
stunts
ploys designed to get attention and press coverage
positive outcomes of high engagement
positive WOM, enhanced perceptions of brand equity, sales, brand fans, loyalty
crowdsourcing
process that harnesses the collective knowledge of a large group of people to solve problems and complete tasks
niche products
products that appeal to small and specialized groups of people
Every brand has a face. Therefore, it is important for you to have a ______ picture on LinkedIn.
professional profile
most social networks include:
profiles connecting private messaging public messaging groups photos events status updates
why a brand profile is not owned media
profiles are developed within the confines of the social vehicle, must leverage features to develop meaningful social presence
application programming interface (API)
programming model that enables a piece of software to interact with other software
interruption-disruption model
programming that is interesting enough to attract people to watch or listen, then interrupt the program to bring you a commercial message relies upon attracting as many people as possible
marketing objectives social media achieves
promotion and branding customer relationship management and service recovery marketing research retailing and ecommerce
two-step model of influence
proposes that a small group of influencers are responsible for dissemination of information because they can modify the opinions of a large number of other people. When the authors run extensive computer simulations of this process, they find that the influence is driven less by influentials and more by the interaction among those who are easily influen
integrated marketing communications plan
provides in-depth detail on the execution of the promotional portion of a brand's marketing plan
how brands enhance participation
providing experiences for users that are worth participating in and telling others about
curiosity impulse
prurient impulse, to feed interest about others
center of excellence model
pulls people with different kinds of expertise from across the organization to participate -134
engagement and purchase intent
purchase intent is higher for brands with interactive profiles spending amount, loyalty, recommendations
internal environment
refers to the strengths and weaknesses of the organization, the controllable elements inside a firm that influence how well the firm operates
maintained social capital
refers to the value we get from maintaining relationships with latent ties
ad equivalency value
refers to what the value of the mention would be if it had come through a paid advertising placement rather than a volunteered comment.
ties
relationships between nodes, based on various affiliations such as kinship, friendship, shared experience, etc.
strong ties
relationships with at least three connection streams between you and your friend that extend over several years and multiple shared experiences
Social Community
relationships, common activities people do through two-way/multi way comm. ex fb
social community marketing objectives
relationships, promotion, branding, customer service, customer relationship management, marketing research
mobile newbies
relatively new to mobile connectivity, old media focus female, late 50s, lower education, lower income
interruption marketing
relies heavily on interruption marketing where companies purchase the right to interrupt people and demand their attention. EX: super bowl commercial
the _________ in the offline world applies to the online world.
same code of ethics
GPS technology
satellite system that provides real time location and time information
ranking
search engine display findings in order of relevancy
SEM
search engine marketing
SEO
search engine optimization -the process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results
SERP
search engine results page
search terms
search terms, words, or phrases, selected by the user when making a search in a search engine, including:
transition phase
second phase of the adoption cycle, social media activities still occur somewhat randomly or haphazardly but a more systematic way of thinking starts to develop
benefit segmentation
segmenting markets according to the benefits they seek fro the products available consumers want meaningful relationships with brands
psychographic segmentation
segmenting markets based on personality, motives, lifestyles, and attitudes and opinions richest picture of consumer segment
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
online gated communities
selectively allow access to only some people may offer a high degree of social capital
immediacy impulse
sense of relief in that contact is without delay
contact comfort
sense of relief we feel from knowing others in our network are accessible
creative commons:
set of copyright licenses. has 4 conditions.
social network
set of socially relevant nodes connected by one or more relations
folksonomies
sets of labels, or tags, individuals choose in a way that makes sense to them
good content is....
share-able, relevant, and valuable.
organic social ad
shared on activity stream following a brand interaction, only when consumer has enhanced credibility
oversharing
sharing too much, behavior motivated by the validation impulse, affinity impulse, or contact comfort
positioning statement
single written statement that encapsulates the position the brand wishes to hold in the minds of its target audience
what is social networking?
site where people connect with friends.
vertical networks
sites designed around object sociality narrow, deep focus of SNSs that differentiate themselves members are more involved like niche markets
vertical networks
sites designed around object sociality, or the ability of an object to inspire social interaction.
vertical networks
sites designed around object sociality, the narrow deep focus of social networking sites that differentiate themselves because they emphasize some common hobby, interest, or characteristic that draws members to the site, members are more involved
social publishing
sites that aid in the dissemination of content to an audience blogs, microsharing, media sharing, social bookmarking, news
Social Publish
sites that help spread content to audience ex. youtube
meme
snippet of cultural information that spread person to person until eventually it enters the general consciousness
meme
snippet of cultural information that spreads person to person until eventually it enters the general consciousness
social capital
social currency, value lies in providing access to others
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
real time marketing
social media conversation on the fly, resonate with that moment, planned or spontaneous short lifespan but works because timeliness and relevance
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
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
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
strategy, tactics, and practice.
social media should fit with your brand strategy. don't let traditional marketing limit you. lurk before you begin.
immediate altruistic responses (IAR)
social media users aid calls during crisis
bots
social media zombies, automated responses
SNS is an acronym for _____, which is definer as an online service for _________.
social networking site/service building and maintaining relationships
social community zone channels
social networking sites, message boards and forums, wikis
APIs
social networks include applications - built through application program interfaces. examples of facebook app providers: tabsite wildfire static html
social object theory
social networks will be more powerful communities if there is a way to activate relationships among people and objects
klout
social reputation indicator that measures relative influence across several social communities uses quality indicators and information flow higher score, greater influence
digital marketing
social, email, mobile, search --> any digital technology facilitate marketing process, customer interaction and engagement
SaaS
software as a service
object
something of common interst
creative assets
something to drive their paid and owned media (ie: GEICO's gecko)
activation tools
something to support other marketing efforts
significant ties
somewhat close connections, but less so than core ties
Significant ties
somewhat close relationships
revenue stream
source of income
objective
specific statement about a planned social media activity in terms of what that activity intends to accomplish
how search engines work
spiders - crawl sites index the sites store results user query search engine alogrithm
common problems in organic search:
spiders unable to navigate site. no site map. nonoptimized navigation structure. diluted link popularity of key pages. no index/no follow or robots.
crawling:
spiders/bots search the internet and read and review websites and attempt to understand what they are about and what their content means.
going viral
spreading through social networks rapidly
business model
strategy and format a business follows to earn money and provide value to its stakeholders
monetization strategy
strategy of how a business earns revenue
internal environment
strengths and weaknesses of the organization, the controllable elements inside a firm that influence how well the firm operates
social media networks
structure for social interactions, focus on acquiring and maintaining relationships, activities of conversation and collaboration
organic structure
structure where no on person owns social media
centralized structure
structure where the social media department functions at a senior level that reports to the CMO
trial phase
the first phase of the adoption cycle
tipping point
the point at which a series of small changes becomes significant enough to cause a larger change
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
radical trust
the trust bestowed on others when organizations shift control to their consumers and users those participating are not vetted
social media marketing maturity
they plan systematically to ensure social media marketing activities are consistent with their marketing and marketing communications plans and are capable of meeting specific marketing objectives
secondary content
things that others create we feel are worth redistributing to out social networks
A key rule in using LinkedIn for B2B is to_______before you post.
think -use marketing tools wisely
brand fans
those who are enthusiastic about a brand, loyal and affectionate
law of the few
three types of people help to spread viral messages 1. mavens 2. connectors 3. salesmen
social netwroking fatigue
tiredness from need to manage multiple community accounts as well as the steady streams of content flowing from multiple networks
affinity impulse
to acknowledge a liking or relationship with individuals and reference groups
scalability
to be able to grow and expand capacity at needed without negatively, or minimally, affecting the contribution margin of the business
altruistic impulse
to express moral beliefs through social media value-expressive function
validation impulse
to feed one's own ego and eliminate perceived external threats and self-doubts ego-defensive function
Why is your LinkedIn headline important?
to get attention and introduce yourself
statuscast
to post updates to one's status from a game regarding accomplishments
personal utility impulse
to seek information, incentive, entertainment, or convenience what's in it for me?
cloud service
tool to organize competitive info and to monitor news and social activity
social sharing tools
tools, widgets, applications to reveal elements of digital identities
influence network
two way dialogue, influence can be driven by influencers and interactions among those who are easily influenced
community
unified body of individuals, unified by interests, location, occupation, common history, or political and economic concerns
community
unified body of individuals, unified by interests, location, occupation, common history, or political and economic concerns share membership, proximity, and interest
basic SEO strategies
url or domain name title tag content links
handle-squatting
use of a digital brand name by someone who really doesn't have a claim to the brand name
retargeting
use targeted ads to remarket to increase frequency of exposure of message
what is social news?
users submit and vote on content.
competitive parity method
using competitors' spending as a benchmark
social media marketing
utilization of social media technologies, channels, and software to create, communicate, deliver, and exchange offerings that have value for an organization's stakeholders
bridging social capital
value we get from others who provide access to places, people, or ideas we might not be able to get to on our own
bridging social capital
value we get from others who provide access to places, people, or ideas we might not get on our own weak ties have a hand in this
social identity
version of self that is online, represented by profiles
response device
viewers can click on ads to reach target landing page using this, a click through
social graphs
visual social network, a diagram of the interconnections of units in a network
link building:
volume, diversity, trust factor
e-commerce
websites that allow customers to examine different brands and to conduct transactions via credit card
medium/channel
what communication travels by/on
II. State Objectives
what you expect to accomplish, specific, measurable, realistic
cascades
when a piece of information triggers a sequence of interactions
flaming
when a post contains all capital letters to express anger
flaming
when a post contains all capital letters to express anger.
social lock-in
when a user is unable to transfer social contacts and content from one social network to another
permission marketing
when consumers consent to being marketed. This form of marketing may add value to consumers' lives, causing them to welcome and request certain marketing messages. EX: opt-in email
strategic phase
when organizations utilize a formal process to plan social media marketing activities with clear objectives and metrics
digital mobility
whether an individual welcomes mobility as a way to delve further into digital communications or keeps Internet communication technologies at a distance
SWOT analysis
will highlight relevant aspects of the firm's internal and external environment that could affect the organization's choices, capabilities, and resources
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
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
are you a brand?
yes, you want to be able to sell yourself. anywhere and to anyone.
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
Social media marketing ethics don't involve
Employing information gathering software on social profiles
Social Media Marketing
Pros: cheap, interactive, measurable, Con: time consuming, go away easily
creative assets
characters or other recognizable features that drive paid or owned media
Validation Impulse
-why we log in -Focuses on the self. Feeding one's own ego.
Affinity Impulse
-why we log in -desire to ACKNOWLEDGE a liking and/or relationship with individuals and groups.
Altruistic Impulse
-why we log in -participates in social media want to do something good. ex. bat kid
Contact Comfort and Immediacy Impulse
-why we log in -people have a natural drive to feel a sense of psychological closeness to others
Prurient Impulse
-why we log in -people may feel CURIOUSITY about others and want to feed interest
Social Media Marketing Plan Outline:
...
ratings and reviews:
...
What is Content Marketing?
"The process for developing, executing and delivering the digital content and related assets that are needed to create, nurture and grow a company's customer base."
What was the main message Sean Parker conveyed about advertising on Facebook?
"You don't want to ruin it with ads cause ads aren't cool "
What are the parts of the Social Media Cycle?
(Finding a Strategy) 1. Listening 2. Developing Goals 3. Developing Strategies (Developing Tactics) 4. Identifying Target Market 5. Selecting Tools 6. Selecting Platforms and Channels (Execution) 7. Implementation 8. Monitoring 9. Tuning
How do you set Social Media goals?
(coming back to this one)
What are some different uses for microblogging? (6)
1. Classic Tweets 2. Opinion Tweets 3. Mission Accomplished Tweets 4. Entertainment Tweets 5. Question Tweets 6. Picture Tweets
What are the 4 ethical guidelines you should follow on Social Media?
1. Honesty 2. Privacy 3. Respect 4. Responsibility
lurkers
90% of any online community, can spread secondary content rapidly
web hosting
?
True
A demographic of people most likely to be interested in your product or service is your target audience.
False
A good habit to get into is to post 75 percent promotional content and 25 percent non-promotional content on social media.
See which platforms your competitors are on.
A good way to see which social media platform(s) a company should be on is to
What is a webinar?
A seminar type live stream where a speaker gives out information live and answers questions.
What is a podcast?
A serialized audio or video "broadcast" of information for people to download and listen to.
What is photo sharing?
A site that lets users upload photos and other images for public or private consumption, allowing others to comment, rate, and tag the pictures.
What is a Social Media Plan?
A systematic plan where a social media strategy is outlined and illustrated.
Social Media Marketing Jobs
Editor, Marketing Manager, Coordinator, Director, Specialist, Strategist, and Intern
In an effort to improve social media presence, companies such as Dr Pepper are now displaying specific CTAs in TV ads using:
Hashtags
List and describe the 4 principles of SMM ethics
Honesty - tell the truth, be transparent Privacy - seek consent Respect - treat them right Responsibility - own up (Acknowledge: what is the problem Apologize: calm, resolve Act: promise realistically, do)
I. Understand Background and Conduct a Situational Analysis
Identify internal and external environment, conduct SWOT analysis
Marketing Objectives and Social Media
Increase awareness, Influence desire, Encourage trial, Facilitate purchase, Cement brand loyalty, and Recover from service failures
Which answer best describes an indirect value-driving mechanism?
Invest in creating social media activities that would modify or reinforce the desired brand associations
What are the three types of Media?
Paid: Things such as advertising/banners where you pay to put out content on a platform. Owned: Corporate pages, social media where the content and platform is yours. Earned: When users on social media put out content ala word of mouth.
Which of Walmart's social media strategies was considered successful?
It's Facebook page
LARA Framework
Listen to customer conversations Analyze conversations Relate information with enterprise systems Act on customer conversations
LARA framework
Listen to customer conversations Analyze those conversations Relate this information to existing information within your enterprise Act on those customer conversations
The passive engagement strategy focuses on
Listening
What does Optimization mean in SMM?
Make everything as visible as possible to people on the platform as well as search engines.
brand (AMA definition)
Name, term, design, symbol, or any other feature that identifies one sellers good or service as distinct from those of other sellers
Social Media Value Chain
Organizes the complex environment into its core components - Infrastructure, Channels/Hosts, Supporting Software and Services, and Devices (Share, Create, Talk, Work, Buy/Sell, and Learn)
What are the principles for success in Social Media Engagement?
PARC: 1. Participatory 2. Authentic 3. Resourceful 4. Engaging.
Which of the following statements is FALSE?
People on social networks seek out brand relationships.
What's the difference between permission marketing and interruption marketing?
Permission Marketing: I ask your permission to display and send you marketing content. Interruption Marketing: I pay the producer of content to interrupt their content with my own.
Should SMM be aligned more with permission marketing or interruption marketing?
Permission, because its more earned attention and that makes more sense with SMM -more interaction is important especially when the customer wants to interact
What is a Persona? How does a marketer go about creating one?
Personal roles and customer profiles; target different segments and create different personas based on that. Three step process: 1. Identify personal roles 2. List needs and situational triggers. 3. Create messaging objectives.
False
Post frequency was listed as a social media marketing goal in this chapter.
Traditional Marketing
Pro: tangible Con: costly, one-way, hard to measure
What are the pros and cons of viral videos?
Pros: Goes viral and attracts a wide audience. Cons: Really, really hard to predict what will go viral.
tools for monitoring:
RSS google alerts check at least once or twice a day
According to the text, marketers should consider two broad types of risks when thinking through the potential downsides and costs of their social media marketing ideas. Identify one of those risks:
Risk that nobody pays attention
What are Social Media Marketing Ethics?
Same ethics as regular marketing, but apply 4 principles: 1. Honesty 2. Privacy 3. Respect 4. Responsibility
How do you determine Return on Investment? (5)
Since it is hard to calculate a direct ROI due to the fuzzy nature of social media, there is often a proxy ROI designated. 5 common examples include: 1. Brand awareness 2. Customer satisfaction 3. Sentiment analysis 4. Share of voice 5. Net Promoter scores
Why is communicating with citizens from countries other than the US important for social media marketing
Social media is international, with adoption and usage on the rise in many countries
Why is Word of Mouth important on Social Media?
Social media isn't a platform for self-advocacy as much as building advocates. WOM is built on building brand advocates.
SMM platforms
Social media platforms used in marketing a product/brand
What are SMM tools?
Software designed to support or automize various social media activities.
Digital Infrastructure
Software, devices, and people that help carry about the Social Media Value Chain
SMART Objectives
Specific Measurable Action oriented Realistic Time-lined
Goals should be SMART, which is an acronym for
Specific Measurable Attainable Relevant Time bound
According to the social media rules for engagement, what is NOT recommend
Sticking to a marketing message regardless of the social channel
Authenticity can be described as
Telling the truth in a personable and genuine manner
What is a Call to Action and why is it important?
The behavior you would want the potential customer to exhibit at each stage of your marketing campaign. It's important because it allows you to increase the level of interaction and engagement through small, incremental steps.
was generated by users (fans/customers)
The best part about GoPro's social media content strategy is that most of the content
What is the SMM Targeting Process?
The name explains the thing. 4 Stages: 1. Define target audience and segments. 2. Develop media plan for each target segment. 3. Create Personas for each segment. 4. Optimize media schedule and posts.
What is Big Data?
The process of widespread collection and analysis of user data on social media.
Why are the best practices for rules of engagement important for social media marketers
They serve as a guide to help marketers avoid common mistakes that occur when first using social media
Social Media Marketing
The utilization of social media technologies, channels, and software to create, communicate, deliver, and exchange offerings that have value for an organization's stakeholders
Why are social networks so useful for businesses that sell to consumers?
They are a great way to find and reach potential customers.
Scalability
To be able to grow and expand capacity as needed without negatively (or at least minimally) affecting the contribution margin of the business
Web 2.0
Today's current version of what allows users to interact with senders.
How do you monitor progress?
Track your progress on platforms, measure using qualitative and quantitative metrics, then evaulate your progress against your goals.
A benefit of marketing with social networks is: companies can build brand awareness.
True
A benefit of marketing with social networks is: companies can conduct market research.
True
A benefit of marketing with social networks is: companies can find new customers.
True
A benefit of marketing with social networks is: companies can find talent and new employees.
True
A benefit of marketing with social networks is: companies can use them as a distribution channel for marketing messages.
True
SM platforms
Websites that facilitate social networking
Goals, Content, Targeting
What does the acronym GCT stand for?
According to the text in Section 4, when doing social media marketing, a company should consider who gets the value and:
When the value is generated
What is a Passive Social Media Marketing Strategy?
Where you spend the majority of your time listening to what people are saying about your brand, its competitors, and the category or industry. Focus on responses to posts rather than generating content.
Which statement below best represents a value-driving perspective?
Whether if an objective is achieved, it would contribute something positive and valuable to the brand
reputational capital
based on shared beliefs, relationships, and actions of those in the community such that norms, behaviors, and valued held are shared and support a community reputation
reputational capital
based on the shared beliefs, relationships, and actions of those in the community such that norms, behaviors, and values held and shared by individuals ultimately support a community reputation
tradigital marketing
characterized by improvements in interactivity and measurement, but it retains the primarily vertical flow of power in the channels of communication and distribution
perfect right hook always has 3 characteristics.
call to action is simple and easy to understand. perfectly crafted for mobile and digital devices. respect nuances of different social networks.
what is a right hook?
call to action that benefit your business. show ROI and results. converts traffic to sales.
benefits of a blog:
can be integrated with other social media. converse with customer base. offer your opinion. link to related blogs. alert customers on new and cool shit. share community involvement.
Scalability
capability to operate under an increased workload
vehicles
caries the message in a medium/channel
css
cascading style sheets
growing pains of social media sites
challenges in how to let people easily access multiple sites and to understand where they go and why
digital primacy
change in the culture of wired individuals who turn first to digital channels for communication, information, and entertainment
The video demonstrates the process of co-______in SMM, where consumers work with marketers in developing product ideas and spreading the word about the brand.
co-creation
entails consumers and marketers working together in SMM
co-creation
In a ______ strategy, co-creation of marketing efforts is required.
collaborate
wikis
collaborative online workspaces that enable community members to contribute to the creation of a useful and shared resource
social listening
collect insights on social media from customers as they discuss their lives, interests, needs, and wants
popular features of blogs.
comments blogrolls trackbacks subcriptions
staffing
committing staff time to posting, responding, and developing content
media movers
create content, share with mobile devices, high attachment to the internet, all about connectivity male, 30s, family oriented, middle income
what makes a great story?
creates an emotion. must be compelling and native. must understand users. stay true to brand.
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
overall website traffic:
ctr, bounce rate
Web 2.0
current version of the internet, allows users to interact with senders
brand engagement
customers' behavioral manifestation toward a brand or firm, beyond purchase, resulting from motivational drivers a contiuum, acknowledgement at one end and meaningful interaciton/strong relationship at the other leads to becoming brand ambassadors 40% online consumers are friends or fans of a brand on a social networking site
homophily
degree to which a pair of individuals is similar in terms of education, social status, and beliefs can predict collaborative online relationships and connectivity
emotional contagion
experiment concluding that emotions are influenced by the emotions of others on Facebook news feeds could be manipulated to induce feelings of fear, guilt, and other emotions used as advertising appeals
privacy salience
extent to which worries about sharing too much information impact our online behavior
desktop veterans
high speed internet and desktop male, mid 40s, education, high income
holistic structure
honeycomb model, least used, all employees are empowered to use social media and to do so according to company strategy
media sharing sites
hosts content, typically video, audio, photos, presentations, documents
Affinity
how close is the relationship between the user and the content/source.
decay
how recent/current is the content?
social persona
how the brand will behave in the social Web, what voices will be used, and how deeply the brand will interact with customers
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
html
hyper text mark up language
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
Digital Brand Name Availability
if username is available or not
IMC
integrated marketing communication -means integrating all the promotional tools, so that they work together in harmony.
currency of social networking sites
interaction
asynchronous interactions
interactions that do not require all participants to respond immediately
synchronous interactions
interactions that occur in real time
forums
interactive, online versions of community bulletin boards threaded discussions among members about an interest
value of shared positive opinions and branded content
invaluable because of influence attributed to individual, personalized brand endorsements
user generated contest campaign (UGC contest)
invites consumers to engage and interact while they develop shareable content
time horizon
it can take months for a social media campaign to build awareness
Digital Identity Issues
job seekers will have their info checked
blog strategy:
keep post to single topic. long posts include scannable items. set a goal (1 post per day) respond to comments.
bonding social capital
kind of emotional support that involves making connections with other people in similar situations. For example, people who struggle to lose weight or fight addictions often prevail because they are part of a group that helps them with these battles, such as Weight Watchers or Alcoholics Anonymous
joiners
maintains profiles one one or more social media and visit regularly
integrated marketing communications (IMC) plans
marcom plans, provide in-depth detail on the execution of the promotional portion of a brand's marketing plan
social footprint
mark a person makes when he or she occupies digital space, impression
Psychographic Segment
market based on personality, motives
Benefit Segment
market to people based on benefits of product
paid media
marketers are assessed monetary fees for this media, including for space and endorsements
social media stakeholders
marketing sales public relations client services executives product teams human resources
social embassies
marketing controlled by a social vehicle but that are not paid, earned, or owned
center of excellence model
marketing department that pulls people with different kinds of expertise from across the organization to participate
niche markets
marketplaces that offer a relatively small number of items to buyers who tend to be loyal to these outlets
search
matches ranking with keyword relevance and number of quality reviews.
(high) switching costs
once our social graph is firmly ingrained in a particular host community, the time and effort to shift may outweigh the benefit we think we will get if we move to a new community service
digital native
one born in an era in which digital technology has always existed
stunts
one off ploys designed to get attention and press coverage
push messaging
one way communication delivered to target audience
reward power
one's ability to provide others with what they desire.
Social Capital
people accumulate resources from access to others
weak ties
people where your relationship is based on superficial experiences or very few connections
mavens
people who are knowledgeable about many things
salesmen
people who influence others with their natural persuasive power
passion-centric
people who join communities probably not only share an interest in the object in question; they are passionate about the object
connectors
people who know many people and connect with them
lurkers
people who review site content but do not actually contribute
citizen advertisers
people who share their views about a product or service even though they are not affiliated with the company
influencers
people who will propagate your message
significant ties
people with whom we have somewhat close connections
core ties
people with whom we have very close relationships
latent ties
pre-existing connections that we have discarded
latent ties
pre-existing connections that we've discarded
traffic
presence on a social site -129
briefing
presentations to teams
4 P's
price, product, place, promotion
institutional privacy
privacy from the use of data by the institution providing the service and third parties
BP takeaways
proactively build a positive reputation online. claim your company's name in social media space. monitor use of your brand name online.
message internalization
process by which a consumer adopts a brand belief as his or her own, facilitated by likable and credible brand personas
tagging
process social media users undergo to categorize content according to their own folkonomy
critics
reactors, posts comments, ratings, reviews - most utilized source of information
expert power
recognition of one's knowledge, skills, and ability
weak ties
refer to contacts with whom your relationship is based on superficial experiences or very few connections
impression
refers to a view or an exposure to an advertising message.
referent power
refers to authority through the motivation to identify with or please a person
negative word-of-mouth
refers to negative comments, which are weighed more heavily by consumers than positive comments.
message strategy
refers to the creative approach we will use throughout the campaign
word-of-mouse
refers to the ease and speed with which people share brand experiences, recommendations, and product-related opinions with others, both negative and positive.
Reputation economy
reputation is shaped by the contributions of consumers
situation analysis
research and assess the environment - industry, competitors, product category, consumer market details the current problem or opportunity the organization faces
situation analysis
research done on the industry and competitors, the product category, and the consumer market that details the current problem or opportunity the organization faces
social exhaust
residues of interactions with and about brands
social capital or social currency
resources whose value flows to people as a result of their access to others
silo department
responsibility of social media to one department
social commerce channels
reviews and ratings, deal sites, deal aggregators, social shopping markets, social storefronts
RSS feed
rich site summary. allows you to view the site from inboxes.
social media manager
role of overseeing, managing, and championing the social media strategy internally
democracy
rule by the people community appoints or elects leaders based on their demonstrated ability to add value to the group
In a Comprehend strategy, what should be considered?
rules of engagement
norms
rules that govern behavior
norms
rules that govern behavior in order to operate many unspoken
sharealike:
subsequent versions of the content must be released under a compatible licensing scheme.
social object theory
suggests that social networks will be more powerful communities if there is a way to activate relationships among people and objects
activation tools
support other marketing efforts through startup
RSS feeds
syndicators of content that send content directly to subscribers
conversationalists
talking at lease weekly through social media youngest, female
In a Categorize strategy, SM platforms are grouped by ______ for ______.
target market for return on investment
social media profile
target market analysis, demographics, geodemographics, psychographics, product usage characteristics, social activities and styles, participation, channels, behavior
hub and spoke model
team of people who are cross-functionally trained and are ready to address various social media needs
how to engage?
tell your story through native content across all platforms. particularly at the moment when they are making a purchasing decision.
discovery
term used to describe the research stage of the plan
coercive power
the ability to punish others.
earned reach
the breadth and quality of contact with users
presence
the effect that people experience when they interact with a computer mediated or computer generated environment the better ones supply tangible characteristics that create the sensation of actually being in a place
presence
the effect that people experience when they interact with a computer-mediated or computer-generated environment
return on emotion
the extent to which a brand has delivered a value in exchange for the emotional attachment fans have awarded it
object sociality
the extent to which an object can be shared in social media.
object sociality
the extent to which users can share an object in social media
social identity
the information about an individual available in social media, including profile data and ongoing activity digital footprint + lifestream
media democratization
the members of social communities, not traditional media publishers such as magazines or newspaper companies, control the creation, delivery, and popularity of content.
V. Create Experience Strategy for Zones
the message we want to share, develop
social games
the most advanced channel in the social entertainment zone
advertising
the paid placement of promotional messages in channels capable of reaching a mass audience
tags:
word assigned to a piece of content. used to search content that is not textual. space seperated and comma seperated tags. BP: error on the side of too many tags.
SMM is based on WOM, which is an acronym for...
word of mouth
influence impressions
word of mouth communications in social media
popular blogging platforms:
wordpress blogger tumblr
what is a SMM plan?
written details of SMM goals, strategies, and actions
handle
your username in social communities
What is SEO? What are its two forms?
"A diverse set of activities to increase the number of visitors to a website." It has its onsite and offsite forms.
What are the 4 important aspects of SMM?
1)creating buzz on newsworthy events, videos, etc 2)enabling fans to promote or message themselves 3)Encourage participation 4)integrating social media int a larger media ecosystem of owned, paid, and earned media
What are the 5 things (stages) you are listening for when Listening and Observing?
1. Listen to conversation about a brand or company. 2. Listen to what people say about the competitors 3. Listening To What People Say About The Industry or Category 4. Listening For The Tone of the Community 5. Listening To Different Social Media Platforms and Channels
What are the 9 elements in the Social Media Marketing Planning Cycle?
1. Listening 2. Setting Goals 3. Defining Strategies 4. Identifying Target Market/Audience 5. Selecting Tools 6. Selecting Platforms and Channels 7. Implementation 8. Monitoring 9. Tuning
What is a SMM Plan?
A SMM Plan details an organization's social media goals and the actions necessary to achieve them. Key among these actions is the understanding of corporate and marketing strategies and the creation of promotional strategies.
What is Customer Profile Analysis?
A description of your ideal customer, creating a "profile" of what they'd be like.
Online Communities
A group of people brought together by the internet with a common interest or goal
What is an Active Social Media Marketing Strategy?
Create content and engage in conversations through different social media channels. Actively creating and building social media profiles. Starting conversations as well as participating.
Strategic social media marketing should be intended to completely replace company to consumers information flows with consumers to company and consumers to consumers.
False
What are the best types of keywords to use for SEO?
Long tail keywords
Social Media
Online means of communication, conveyance, collaboration, and cultivation among interconnected and interdependent networks of people, communities, and organizations enhanced by technological capabilities and mobility.
Digital Native
Originated in 2001 in an article by Marc Prensky titled "Digital Natives, Digital Immigrants," - people who were born in an era in which digital technology already existed
What are paid, owned, and earned media?
Paid: commercial, newspaper ad Owned: business's website earned: reviewers, good word of mouth
diffusion of innovations
Roger's theory that presents characteristics of innovative products that explain the rate at which people are likely to adopt these new options 1. relative advantage 2. ability to observe and try 3. compatibility with life 4. simplicity of use
Each strategic objective must be SMART, which stands for:
Significant, Measurable, Actionable, Realistic, Time-based
True
The key to success for any business on social media is how it connects with their audience on an authentic level.
235 Million
Under Armour is spending over _______ dollars on digital/social media marketing.
The NYPD Twitter campaign displayed what type of marketing?
Unstrategic social media marketing
What's the difference between interruption marketing and permission marketing?
While interruption marketing interrupts content and demands an audience's attention, permission marketing relies on attention being earned from the audience, as consumers consent to being marketed.
False
Your local floral shop has finally decided to implement a social media marketing strategy. You would be wise in telling them to start marketing on all of the social media platforms.
Social Network
a web of social relationships that link individuals or groups to one another
marketing plan
a written, formalized plan that details the product, pricing, distribution, and promotional strategies that will enable the brand in question to accomplish specific marketing objectives
twitter strategy
between 11 am and 6 pm ask for retweets sometimes. leave 20 characters to get retweeted. don't brag. spin your story. expand your universe. leverage trends. promote tweets. look for opportunities to engage.
Web 1.0
earlier version of the internet, one way communications
Flows
exchanges of resources, information, or influence among members
social network theory
explains how networks (either online or off) work; study of how people, organizations or groups interact with others inside their network.
with social media always...
have clear goals measure roi don't expect overnight results provide great experience for customers
horizontal revolution
information does not just flow top-down, we communicate with huge numbers of people by a click on the keypad, information flows across people
Lifestream
journal of digital life ex. FB 10 year vids
4 types of tags
meta description title tag alt tag h tag
what are forums?
modern version of community bulletin boards. focus on discussion.
Digital Identity
online identity and info, username, password, fb name
cyberplace
people connect online with kindred spirits, engage in supportive and social relationships with them, and imbue their activity online with meaning, belonging, and identity online community
strategic planning
process of 1. identifying objectives to accomplish 2. implementing the actions that make the plan come to life 3. measuring how well the plan met the objectives
market segmentation
process of dividing a market into distinct groups that have common needs and characteristics 1. geographic 2. demographic 3. psychographic 4. benefits sought 5. behavior
strategic planning
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
User-defined content
production of content by the general public; trends on twitter
types of social media
social networks blogs/microblogs media sharing social news/bookmarking forums/wiki/gaming/couponing/music
activation tools
support other marketing efforts -111
popular software for forums:
vbulletin invasion power board phpbb drupal
