ADV 2310 Test 1: Ch 1-5
What do you do in the setting goals stage of the SMM planning cycle?
-Conduct a SWOT analysis for company and competitors -Satisfy unmet needs of user -Minimize organizational weaknesses and strengths -Capitalize on strengths and opportunities -Look for threats that come from competitors, technology, technology, industry trends, and economic conditions
What do you do in the listening stage of the SMM planning cycle?
-Listen to conversation about a brand or company -Listen to what people say about competitors -Listening to what people say about the industry or category -Listening for the tone of the community -Listening to different social media platforms and channels
What do you do in the identifying the target audience stage of the SMM planning cycle?
-Pinpoint, location, behavior, tastes, and needs of target audience. -SMM usually targets one or more market segment -Careful choice of segment can maximize effectiveness.
How to marketers recognize influencers?
-They consider themselves experts in a field. -People often ask their advice about purchases where they are knowledgeable. -When they encounter a new product that they like they recommend it to a friend. -They have a large social circle and often refer to one another based on their interests. -They are active online, using blogs, social networking sites, online community boards, etc to connect with their peers.
What are the best practices for targeting branded posts?
-Understand what platforms are used by the target audience and how they are used. -Optimize content and posting schedule for each platform. -Use the targeting capabilities of each platform. -Monitor results on each platform and continue to improve content engagement and overall marketing effectiveness.
What are the best practices for social media?
1) Begin with strategy backed up by SMM plan. Random or inconsistent use of social media will not produce benefits. 2) Be honest and transparent with all your social media endeavors. 3) Identity your target audience and understand their media behavior. 4) Welcome participation and feedback from your audience. 5) Remember what you know today may not be valid tomorrow.
What are the 8 c's of strategy development?
1) Categorize social media platform by target market relevancy. 2) Comprehend the rules of the road on the platform by listening and learning how to behave successfully spark convo and engage the participants. 3) Converse by acknowledging and responding to other users on the platform. Always remember to be a contributor not a promoter. 4) Collaborate with platform members as a means of establishing a mutually beneficial relationship with platform participants. 5) Contribute content to build rep and become a valued member, helping to improve the community. 6) Connect with the influencers so that you can enlist them to help share opinions about your product or service. 7) Community participation can elicit valuable consumer suggestions for improving products and services. 8) Convert relationships built in SM to the behaviors specified in the objectives.
What are the four steps in the targeting process for SMM?
1) Define target audience and segments 2) Create personas for each segment 3) Develop media plan for each targeted segment 4) Optimize media posts and schedules
What are the best practices for social media platform marketing?
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 steps to creating your brand on social media?
1) Discover (what makes YOU different) 2) Create (make a portfolio for you and your brand; blog or website) 3) Communicate (distribute content to target audience) 4) Maintain (create content that supports your brand and create tools to measure progress)
What are the 5 SMM objectives?
1) Exposure 2) Engagement 3) Influence 4) Impact 5) Advocacy
What are the three steps of the Persona Development Cycle?
1) Identify persona roles 2) List needs and situational triggers 3) Create messaging objectives
What are the four LinkedIn lessons?
1) Linked In groups forbid self promo. 2) Its relationship tab shows how you are connected to another user, see messages exchanged, lets you make notes on the relationship and your plans to further it. 3) Use the Tag feature on the Relationship tab to assign tags to connections. 4) You can categorize your contacts, but not build a list that allows you to message all contacts in a single category at the same time. 5) Linked In may be the repository of much of your personal branding content, but you can develop communities on a variety of platforms and reach them with targeted content that will enhance your brands.
What are the seven steps of the SMM planning cycle?
1) Listen 2) Setting goals 3) Defining strategies 4) Identify the target audience 5) Selecting tools 6) Selecting platforms and channels 7) Implementing 8) Monitoring 9) Tuning
What are the 3 key ways you can limit the time spent on SMM?
1) Look for under utilized employees. 2) Leverage efficiency tools. 3) Use mobile devices to streamline process (ie take picture and post it immediately).
What are the 2 warnings concerning targeting using big data?
1) Not all platforms offer all the types of targeting listed and some offer their own special targeting options in addition to the ones listed. 2) Advertisers usually receive new targeting options first, with brand pages receiving them at a later date.
What are the three types of media?
1) Paid media 2) Owned media 3) Earned media
What are the 7 myths of social media?
1) Social media is a fad. 2) Social media is for the young. 3) There is no return on social media. 4) SMM isn't right for this business. 5) SMM is new. 6) SMM is too time consuming. 7) SMM is free.
What are the best practices for developing a social media strategy?
1) Start with a road map 2) Listen strategically before you start interacting. 3) Welcome audience participation, feedback and collaboration. 4) Give the strategy an adequate amount of time to be built and resources for it to be successful. 5) Be flexible, social media itself is a constantly evolving.
What are seven characteristics of a successful SMM?
1) Stay on top of social media trends 2) Be prepared to think and act quickly 3) Be comfortable with analytics 4) Learn to write for social media 5) Establish and maintain your social presence 6) In all you do, show yourself to be an effective user of social media
Why is SMM different than regular marketing?
1) Traditional marketing is controlled while SMM is based more on contributions of not only the company but also consumers. 2) SMM requires trust building, which requires companies to be earnest and down to earth. Trust is hard to gain and easy to lose. 3) SMM is a unique combo of marketing creativity and technology.
What are the best engagement practices for SMM?
1) Use social media channels and 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 percentage of adults have a profile on a social network in the US?
73%
What is the Forrester Social Technographics Ladder?
A diagram that reveals what people are doing on the web and where they're doing it.
What is a SMM plan?
A plan that details an organization's social media goals and the actions necessary to achieve them. You must understand corporate and marketing strategies to create promotional strategies.
What is a passive strategy?
A strategy that requires a firm to search, listen, and respond. One should observe their competitors as well. This is a good place to start.
What kind of brand's do people often opt in for permission marketing?
Authentic, transparent, show care and empathy, respect consumer's time and opinions, and have a human presence online.
How can you avoid confusion with your global audience?
Avoid cliches or expressions that are more common with your domestic audience. Make your messages polite, concise, and direct.
What kinds of targeting does big data allow marketers to do?
Behavioral targeting, connection targeting, interest targeting, look-alike targeting, custom targeting, location targeting.
What are some positions available in SMM?
Blogger, community manager, digital media manager, digital media manager, SMM director, engagement manager, interactive media associate, social media account executive.
What are successfully credible firm doing?
Building a reputation for knowledge and expertise (especially important for B2B), buidling a brand's trustworthiness (ready to share info and explain the rationale behind decisions, admitting mistakes, and asking for understanding and support).
What do you do in the tuning stage of the SMM planning cycle?
Constantly adjust the plan to fit results.
What is the problem with interruption marketing?
Consumers are bombarded by 5,000 ads per day.
What are examples of owned media and who is it intended for?
Corporate web site, campaign microsite, blog, brand community, Facebook fan page, mobile, etc. It is intended for customers.
What are the most common characteristics marketers use to identify and profile target markets?
Demographics, geographics, and lifestyles or psychographics.
What is the most valuable kind of media?
Earned media (ie word of mounth). This is uncontrolled by the brand, but the MOST valuable.
What are some advantages of marketing with social media?
Find talent, build brand awareness, find new customers, and help conduct brand intelligence and market research.
What are the four principles of SMM Ethics?
Honesty, privacy, respect, and responsibility.
Why is "social media is a fad" a myth?
Humans are social and want to connect with others. SM allows for us to connect with people all over the world. SM is here to stay, but the platforms may fall in and out of popularity.
When did social media explosively grow?
In the 2000s.
What does network theory explain?
It explains how traditional WOM advertising turned into eWOM marketing, allowing info to be transmitted rapidly.
What are the 6 lessons of social media etiquette?
Lesson #1: Use different accounts or profiles for your professional and personal communications. Lesson #2: Don't post pictures and videos of people without their permission. Lesson #3: Don't play the game of the Internet trolls. Lesson #4: Don't react too quickly. Lesson #5: At all costs, avoid the drunken post. Lesson #6: Don't post anything anywhere on the Internet that you would not want a potential employers, your buss, a current customer, or a potential client to read.
What is the most dominant B2B social platform?
What is permission based marketing?
Marketing that consumers consent to seeing. This marketing requires earning attention from people who have a choice about whether or not to engage.
Should you solely rely on google translate for international messages?
No google translate can be misleading, but you can translate your message into several languages and then back to English to see if it will retain its meaning.
Do interruption markets need to worry about whether or not the audience wants to see their ads?
No they do not. Viewers realize that ads are part of the cost they pay in order to consume media content.
Can firms rely solely on permission or interruption marketing?
No they need to have a mix of both.
What are business objectives?
Objectives that are usually financial in nature. Ex: Achieve increase to 15% more gross sales.
What are marketing objectives?
Often stated in terms of mkt share.
Why is "social media is just for the young" a myth?
Older users are the fastest growing demographic of SM users. SM allows brands to connect with users of all ages.
What is are examples of permission based marketing?
Opting into an email newsletter, following an account on twitter, and signing up for text message alerts.
What are the four principles for success?
Participatory, authentic, resourceful, and credible.
What is social media organized around?
People rather than interests.
What is a central node?
People who are more influential online because they are central to groups sharing info.
Why is "SMM isn't right for this business" a myth?
SM is the right fit for B2B and B2C businesses.
What is the framework that alll goals must adhere to?
SMART goals. Specific, Measurable, Achievable, Realistic, and Time limited.
What are successfully resourceful firms doing?
Solve customer service questions and dealing with complaints. Most important in B2B marketing.
What are SMM objectives?
Stated as measurable SM metrics. Ex: Improve customer satisfaction score to 100%.
What are examples of interruption marketing?
TV ads, magazine ads, billboards, pop ups, radio ads, etc. Things that interrupt what the audience is doing.
What do you do in the implementation stage of the SMM planning cycle?
Take actions with goals in mind.
What is one consequence of social media?
The blurring of the line between business and personal life. Previously, only celebrities and politicians could expect public scrutiny of their actions. Now a lot of personal info can be found online.
What is the goal of interruption marketing?
The goal of the ad is to showcase the product, reduce info search costs, create a persuasive case for purchase.
What is big data?
The massive amount of data available on the clicksteam (including audio and visual)
What is SMM?
The process of gathering website traffic or attention through social media sites by doing the following: 1) Creating buzz, videos, tweets, okr blog entries that may go viral. 2) Building ways that enable fans of a brand to promote a message themselves. 3) Build online conversations 4) Part of a larger media ecosystem of owned, paid and earned media.
What is targeting in SMM?
The right person getting the right content at the right place at the right time in the right format in the right language on the right device.
Why is "SMM is new" a myth?
The technology of SMM is new, but the basic principle is not. This new technology allows for transparent conversations w/consumers.
Why is "SMM is too time consuming" a myth?
The time it takes to form and execute a SMM strategy may vary from company to company, but SMM is well worth the time commitment if done right.
What do successful participatory brands do?
They interact with the community, answer questions, and thank those who respond. Brands may create their own communities, but in most cases, there are existing communities whose trust can be earned by showing interest and participating.
Why is "SMM is free" a myth?
Time and production fees cost money even though the platforms don't.
What are the three reasons people spend time online?
To connect with people, to get info, and to be entertained.
What does it mean to optimize posts?
To make everything from a user's profile to her blog posts to her Pinterest pins as visible as possible to everyone on the platforms and sometimes in search engine rankings.
Why is "there is no return on SM" a myth?
Tracking ROI is hard, but not impossible. There is often a longer ROI, but successful.
What are examples of paid media and who is it intended for?
Traditional advertising- print, TV, radio, display, direct mail, paid search, retail/channel. It is intended for general consumers.
What are some questions you should ask yourself when determining strategies?
What are the overall goals? What was learned from listening? What best practices can be applied? Goals may change..... be flexible.
What is an active strategy?
When a marketer creates content and engages in conversation through different social media channels. This includes creating and building social media profiles, connecting with key influencers, and start or participate conversations.
What is interruption marketing?
When firms purchase the right to interrupt people and demand their attention.
When was SM invented?
When the internet was invented in 1979 by Duke students.
What are examples of earned media and who is it intended for?
Word or mouth, Facebook comments, Twitter, Vine, blogs, forums, review sites. It is intended for super fans.