Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
34 Cards in this Set
- Front
- Back
|
What are the 2 elements to social interaction? |
1. Openness * People can initiate social interactions with other individuals on social media with minimal effort 2. Flexibility *Social interactions can take place in many formats |
|
|
What is the key to Social Media Marketing? |
To understand that it is all about creating value with social media, not just creating FB content. |
|
|
What are the 3 types of marketing information flows? |
1. Company to Consumer *Traditional marketing perspective 2. Consumer to Company *Social Media perspectives 3. Consumer to Consumer |
|
|
What are the key properties for a social network? |
1. Nodes - people 2. Ties - Relationship between nodes 3. Multiplicity - different types of ties between nodes 4. Tie Strength - Intensity of ties between nodes |
|
|
What are the activity and connectivity levels of Hubs and Pumps? |
1. Hub: - High Connectivity, Low Activity 2. Pump: - Low Connectivity, High Activity 3. Hub + Pump: High Connectivity, High Activity |
|
|
What are some problems with Hubs? |
1. Hubs are less likely to receive WOM 2. Hubs are less likely to transmit WOM |
|
|
What is Social Media Audit? |
To provide managers with a comprehensive "bird's eye view" of what their brand is currently doing across all social media channels in which they participate, so they can use this intelligence as a key input into adjusting their social media strategy |
|
|
What are the 3 different types of media? |
1. Paid - Internet Advertising - Mobile Advertising 2. Earned - Social Media - Word of Mouth 3. Owned - Brand and Product Websites - Mobile Brand and Product Websites |
|
|
What is the POEM Framework? |
Earned Media *Sharing Paid Media *Advertising Owned Media *Web properties |
|
|
What are the 4 Social Media Metrics? |
1. Awareness 2. Engagement 3. Positive attitudes 4. Advocacy |
|
|
What are the components to S.M.A.R.T.? |
Significant Measurable Actionable Realistic Time-based |
|
|
What are the 2 main type of risks when thinking through the potential downsides and costs to a social media idea? |
1. Risk that nothing happens *No one pays attention 2. Risk of adverse, negative consequences |
|
|
What are the 2 forms of social media marketing communications? |
1. Planning for specific campaigns 2. Planning for ongoing social media marketing activities that are not specific to any one marketing campaign |
|
|
What must a social media marketing communication plan include?
|
1. Owned social media activities that will be carried out 2. When paid advertising will run 3. What to do when consumers generate earned social media in response (WOM) |
|
|
What are the 8 steps to the Planning Process? |
1. Set Strategic Objectives 2. Strategic Plan 3. Implementation Plan 4. Establish Policies 5. Allocate Resources 6. Compile Calendars(Timelines) 7. Evaluate Progress 8. Adjust Strategy |
|
|
What are the components to the Marketing Plan |
Situation Analysis -->Marketing Strategy ---->Product Tactics ----> Place Tactics ----> Price Tactics ----> Promotion Tactics |
|
|
What are the components to a Social Media(SMM) Plan? |
1.Situation Analysis - SMM E-scan and 5c's analysis 2. SMM Strategy - Media strategy, Media objectives, budget 2A. Paid - Creatives, platforms, objectives 2B. Owned - Creatives, platforms, objectives 2C. Earned - Initiation, listening, response |
|
|
What is Content Marketing? |
A form of non-traditional marketing communications whereby a brand produces or designs content in various forms and disseminates that content to targeted audiences/customers |
|
|
What are 5 reasons to why Social Media Content Marketing is worthwhile? |
1. High level of control over content design 2. Low cost of content dissemination 3. Increased opportunities for audience interactivity/engagement 4. Increased opportunities for content to go "viral" 5. Increased opportunities for real-time feedback |
|
|
What are the 7 rules for developing effective Social Media Content? |
1. Be relevant to the audience 2. Be relevant to the brand 3. Do not overtly sell or advertise 4. Be useful and informative 5. Be positive and upbeat 6. Do not ignore what the audience says 7. Have variety across your content |
|
|
What is Social Media Advertising? |
Any form of digital advertising that: 1. Uses social media sites and apps 2. Involves advertisers paying for ad placement |
|
|
What are the benefits to Social Media Advertising? |
1. Extended reach and endorsement * Value beyond company to consumer 2. Targeting * High precision targeting 3. Effectiveness * Combination of reach & effectiveness |
|
|
What are the disadvantages of Social Media Advertising? |
1. Dependence on a few players setting the rules * Very few sites have large user base 2. Conversion * Targeting on social media sites is based on users interests and are loosely related to your product 3. Speed of turnover * Social media ads must rotate often |
|
|
What are 3 key decisions for planning Social Media Advertising? |
1. Which social media site to advertise on? 2. How to get people to pay attention to the ad? 3. How much to pay for boosting reach? |
|
|
What does "being viral" mean? What does "viral cycle time" mean? |
Viral= spreads wide and rapidly from one consumer to another Time between one adoption and the other |
|
|
How do you make the process more viral? |
1. Sharing should be easy 2. Sharing should drive conversion 3. Adopting should be fast 4. Time from adoption to sharing should be as short as possible |
|
|
What is a viral marketing campaign? |
Companies using social interactions for distributing content, new products, etc. * involves seeding, whereby a firm sends product samples to a selected group of consumers and asks them to generate WOM about said product |
|
|
What makes viral marketing so popular? |
1. Information from a social source is more influential than directly from a company 2. Cost of reaching and converting a consumer segment is lower with social media channels than traditional channels |
|
|
What are the stages to the Communication Objectives & Tactics? |
1. Cognition (think) * Attention (awareness, knowledge) 2. Affect (feel) * Interest & desire (Liking, Preference) 3. Behaviour (do) * Do (purchase) |
|
|
What stages are involved in OWNED: Content marketing? What stages are involved in PAID: Direct Response Ads? What are the stages involved in EARNED: User driven content? |
1. Cognition and Affect (liking) 2. Cognition, Affect, Behaviour and Repurchase Loyalty 3. Affect, Behaviour and Repurchase Loyalty |
|
|
What are the components to Owned content marketing? What are the components to Paid content marketing? |
People want different kinds of interaction with your brand * Based around relationships When they're clearly paid ads, marketing is okay * Design requirements, flexibility and targeting * Based around advertising & direct response |
|
|
What are the components to Scheduling content marketing? |
Consider variety when people are on-line * Lots of options for pre-scheduling |
|
|
What are the 3 characteristics that differentiate between social media and non-social digital media? |
1. Social Interactions 2. Openness & Flexibility 3. Fast-paced flows of Information |
|
|
What are the Golden Rules according to HB&B? |
1. Get naked 2. Fail forward 3. Knowledge vs execution 4. Ownership & accountability |
