chapter 13: social media marketing campaigns

What social media campaign did Oreo create to celebrate their 100th Anniversary?

Creating and posting 100 pieces of shareable content created in 100 days.

What is the first step in launching a social media marketing campaign?

Establish Goals

Which of the following is NOT conducted DURING a social media marketing campaign?

Share Results These are: Promote Monitor Engage

Sparkling Ice wanted to give social media word of mouth a megaphone by rallying fans to compete against each other for the title of "Biggest Flavor Fan." What did the company have fans do?

Share Sparkling Ice related content using the branded hashtag.

Which of the following would NOT be considered under the campaign budget and resources?

Social media content calendar These are: Social media advertising Employee headcount Social media tools Social media software

True or False: Social media marketing campaigns have a specific start date and end date.

True

social media marketing campaign

a coordinated social media marketing effort to communicate with a target audience to achieve a marketing or business goal.

A social media marketing campaign is a coordinated social media marketing effort to communicate with a target audience to achieve__________.

a marketing or business goal

The campaign parameters include ______.

all of these options contest submission instructions hashtag use contest guidelines how winners are selected

Social media campaigns can live ______.

all of these options on social media on a company website on a microsite on an app

aida (attention, interest, desire, action) model

approach widely used in marketing and advertising to describe the steps that occur from when a consumer first becomes aware of a product or brand to when the consumer makes a purchase decision

integrated marketing communication (imc)

involves integrating the promotional tools in the marketing mix around a single themed idea or campaign

listening (monitoring streams)

used to help social media managers track social media conversations around a campaign

What was the name of the Starbucks social media marketing campaign that allowed customers to customize a cup with art?

#WhiteCupContest

The concept of AIDA as a model for marketing stands for _______.

Attention, Interest, Desire, Action