Social Media Test 4 – Flashcards

♣ Blogs, educational ebooks, infographics, cheat sheets, educational webinars, contributed articles

♣ Tip sheets, how-to videos, checklists, templates, worksheets, analyst reports, webinars

♣ Problem/solution papers and videos, case studies, testimonials and endorsements, FAQs, service and/or product information sheets, interactive assessments

pricing information, sales presentations, customer references

♣ Appreciated offers, surveys, product, support, requests for testimonials

is an algorithm used by Google Search to rank websites in their search engine results. _____- was named after Larry Page, one of the founders of Google. ____ is a way of measuring the importance of website pages.

o based on the traffic data provided by users in Alexa's global data panel over a rolling 3 month period. Traffic Ranks are updated daily. A site's ranking is based on a combined measure of Unique Visitors and Pageviews. Unique Visitors are determined by the number of unique Alexa users who visit a site on a given day. Pageviews are the total number of Alexa user URL requests for a site.

an official publication by a national government

o are delivered to policy makers to inform them on important issues. o Businesses adopted the term, referring to informative documents for important clients. o In business, a good ________ is written for a business audience, defines a problem, and offers a solution, but it does not pitch a particular product or company. o An effective white _______ will: ♣ Have at least six pages of text ♣ Provide useful information about a business or technical issue ♣ Contain sources, facts and figures ♣ Be intended for the reader to review before making a purchase, in which case it may be referred to as a technical support document. o Use of online white papers for marketing will continue to grow in popularity.

o a PDF document that identifies a market problem and supplies an answer. o A well-executed _________ has: ♣ Lots of white space ♣ Interesting graphics and images ♣ Copy typically written in a lighter style than white papers ♣ The market for self-produced _________for promotional purposes is growing.

o Lesson #1. Create content for your audience. o Lesson #2. Use photos and videos. o Lesson #3. Monitor the work of your network. o Lesson #4. Curate content for your network. o Lesson #5. Plan and schedule. o Draw attention and develop a firm's reputation for thought leadership, then use that expertise to generate sales. o 5 factors to consider: ♣ Experience • If little experience, write 1 or 2, then evaluate ♣ Market segments • May need papers or e-books for all market segments ♣ Problems solved • May need papers or e-books for each problem area ♣ Competition • May affect the optimal amount of papers, e-books ♣ Budget • Will determine how much research and publishing

hidden, or secret

explicit, out in the open.

♣ Facebook ♣ Apple Music ♣ Facebook Messenger ♣ Apple Maps ♣ Yahoo Stocks

♣ Google play ♣ Google Search ♣ Google Maps ♣ YouTube ♣ Facebook

o Social- Facebook, Facebook Messenger, Instagram, Pinterest, Twitter o Entertainment- YouTube, Google Plat, Pandora Radio, Apple Music, Netflix o Utilities- Google Maps, Google Search, Gmail, Apple Maps, Google Drive, Yahoo Stocks, The Weather Channel o Retail- Amazon Mobile

o Yik Yak o PlayStation Official App o Venmo o Twitch o Wine o MeetMe o GroupMe o Tinder o SoundCloud

o The growth of mobile has caused marketers to rethink traditional digital approaches. o Schmidt: "______," but he was speaking of IT development activity, not marketing strategy. o Other marketers: audience first; use massive amounts of data to precisely define target audiences , then define strategies that appeal to it; this is Marketing 101. o But both these approaches fail to recognize the impact of all the channels available to the consumer, even offline ones.

o use massive amounts of data to precisely define target audiences, then define strategies that appeal to it; this is Marketing 101.

o Google Now is a sample of this concept. o The service provides reminders & alerts in the form of cards that appear at the bottom of the smartphone screen (Figure 12.10). o Not a separate app, but part of Google search, which learns from your search history. o Combines behavioral data with user-supplied information. o The service supplies information likely to be useful at the right time. A sign of services to come?

o Check-in apps are in decline. ♣ Since 2012, Facebook users have been able to add their location to posts. ♣ Twitter enables location services through your smartphone so it can deliver content and trends, and you can geotag your posts. ♣ Instagram users can create a photomap for their images. ♣ LinkedIn encourages users to add their locations to work experiences, making them searchable by location. o Marketers have data to target platform users by location, useful to local marketers. ♣ Retailers are using technology to find when their customers are near or inside the store, and provide relevant information to them (Fig. 12.11). ♣ British supermarket chain Tesco, a leader in loyalty programs, conducted a live experiment using Bluetooth beacons, offering express lunch service (Figures 12.12a and 12.12b). ♣ Location-based technology offers great opportunities for marketers, but carries great risk.

o is not a single event o It is the sum of all customer interactions and the resulting perceptions of the brand. o This definition implies that ____ is an omnichannel phenomenon; all channels are important in creating the overall experience.

o is a biometric method of identifying an individual by comparing live capture or digital image data with the stored record for that person.

o Location-based technology offers great opportunities for marketers, but carries great risk.

o the process of finding and listening to content on the social web. o Given its size & growth, a daunting task, but there are many powerful tools that can help. o Marketers must understand which metrics have a direct impact on their business results. o Example: No point in having a Facebook page for a tequila brand that has many followers if most of them are beer drinkers. o One way to track brand mentions is to identify the keywords that will retrieve relevant data.

o can be tracked using Google Analytics & other tools. o Ill-defined search terms waste resources, produce misleading results, doing more harm than good. o Incorrect keywords miss the trends that are occurring. o Marketers find it easier to track relevant hashtags. o #WorldCup was the most tweeted event of 2014. o The second most popular was #Brasil, but also #Brazil. o Care must be taken in data collection, interpretation. o The most direct way to track is to set up a hashtag and promote it. (Figure 13.2a).

o Marketers find it easier to track relevant hashtags. o #WorldCup was the most tweeted event of 2014. o The second most popular was #Brasil, but also #Brazil. o Care must be taken in data collection, interpretation. o The most direct way to track is to set up a hashtag and promote it. (Figure 13.2a).

o Is a number o Can also be quantitative (objective measures like pageviews or numbers of followers) or qualitative (an attempt to measure how people feel about something, "Ilove this product," "This event made me sad").

♣ A broad primary outcome

♣ A measureable step you take to achieve a strategy

♣ A metric that helps you understand how you are doing against your objectives. ♣ A metric that directly measures impact on achievement of a business objective.

♣ The earning power of assets measured as the ratio of the net income (profit less depreciation) to the average capital employed (or equity capital) in a company or project.

objective measures like pageviews or numbers of followers

♣ an attempt to measure how people feel about something, "Ilove this product," "This event made me sad"

o 1. Attract visitors o 2. Convert to leads o 3. Nurture and qualify o 4. Engage and retain customers

♣ Opportunity to attend to content • Quantitative: Page Views; Visitors, unique visitors; Visits per channel (source); Reach, total follower (audience count); opportunity-to-see; CPM (cost per thousand exposures)

♣ Interaction with content • Quantitative: Time Spent on site; Repeat visits; Total interactions on post/ page; Likes/ shares, comments, +1s; Click-throughs; Number of followers, friends; total audience of all shares; interaction with profile; use of hashtags • Qualitative: mentions, people talking about brand

♣ Ability to change opinion or behavior • Quantitative: links; association with brand attributes; purchase consideration; likelihood to recommend • Qualitative: Klout Score, sentiment (positive, neutral, negative); Net promoter score

♣ Effect on the target audience • Quantitative: New subscribers; Number of referrals to website; number of content downloads; number of apps downloads; abandoned shopping carts (-); number of sales leads; conversion rate sales; repeat sales; Purchase frequency; cost savings • Qualitative: satisfaction; loyalty

♣ Suggest action to another user • Quantitative: ration mentions to Recommendations; online ratings; number of brand fans/ advocates • Qualitative: content of rating/ reviews; organic posts by advocates; employee ambassadors

♣ A transparent measure of what is presumed to be satisfaction ♣ It is a measure of the loyalty of a company's customer relationships ♣ The Net Promoter Score divides customers into three classes: Promoters, Passives and Detractors. o Customers are rated 0-10 based on the answer to single question: "How likely is it that you would recommend [company] to a friend or colleague?" ♣ Those with a 9-10 score are Promoters; Those with a 7-8 score are Passives; Those with a 6-0 score are Detractors. ♣ NPS is calculated by taking the percentage of Promoters and subtracting the percentage of Detractors, then uses a + or -. ♣ A plus sign indicates a good rating; +50 indicates excellent customer relations.

♣ Sadly, the answer is "no." ♣ There are many ways to manipulate the metrics. • Worse, there are dishonest people that make a business out of selling fake metrics. • Facebook has been trying to wipe out commercial vendors of "fake likes" since 2011; by 2015 it had removed over 200,000 fake likes before they reached the intended pages. • "New advances in our pattern recognition technologies helped us alt many of the major exchange that promote fake like activity on Facebook originating from click farms, fake accounts and malware."

♣ Create dashboards that show real-time data for KPIs in ways managers find easy to grasp.

o Software designed to support or to automate common SMM activities that include content generation, publishing, scheduling publication and republication, testing, monitoring, analysis, and many more. ♣ Some ways tools have been categorized: ♣ Social listening software ♣ Social analytics software ♣ Social advertising ♣ Content curation, and more

♣ Content marketing involves traditional marketing as well as all of digital marketing including social media; a host of tools specific to content marketing have grown up. • The editorial calendar is used by publishers to ensure that writers, photographers, graphic artists, and other specialists involved in content creation meet deadlines for moving work to the next stage so that it is done on time.

♣ Some basic tools for tracking brand activity and brand mentions on FB & other platforms: • Facebook Insights: FB furnishes this tool to business users; it allows them to see a variety of metrics about the use and popularity of posts, and is accessed directly from the brand page. • Mention: allows the user to create alerts (your name?) and be notified when it appears anywhere on the web; the user can connect the alert to social media accounts and react as soon as it is received; it also provides metrics; free version. • NutshellMail: A free tool from email firm Constant Contact that monitors activity on Facebook, Twitter, and LinkedIn and consolidates it into an email for analysis and response; also covers Yelp, Foursquare, and Citysearch. ♣ Each of these tools does similar things; they have straightforward, limited functionality. ♣ They are easier to learn to use. ♣ Facebook's enhanced targeting tools: • Interest targeting: Instead of targeting posts to all people who Like their page, marketers can now choose a subset based on their interests. • Post end date: Publishers can specify the date a post will no longer appear on the news feeds of followers, though it is still on the marketer's page. • Smart publishing: Allows users to see which of their stories are being posted on FB by readers. • If enough post, FB will send the content to all who liked FB; a dashboard helps monitor activity.

♣ These are complex, and few are free beyond a trial period; not a suite of services. • Hootsuite: basic functions allow users to: o Publish on various platforms and monitor activity there o Schedule posts o Create reports for each platform used o Connect apps in order to be able to access other platforms o Monitor content from selected blogs and websites o More is available to the Pro user of the platform o A free plan allows the beginner to experiment with it

♣ In some ways, the suppliers of these services behave like advertising agencies. • The business must offer a set of SM services that meet a wide range of client needs. • While they vary, most are organized around basic categories of SMM services like the stages of the Social Media Planning Cycle (Figure 2.1). • Not likely to be free.

♣ is used by publishers to ensure that writers, photographers, graphic artists, and other specialists involved in content creation meet deadlines for moving work to the next stage so that it is done on time.

• A free tool from email firm Constant Contact that monitors activity on Facebook, Twitter, and LinkedIn and consolidates it into an email for analysis and response; also covers Yelp, Foursquare, and Citysearch.

allows the user to create alerts (your name?) and be notified when it appears anywhere on the web; the user can connect the alert to social media accounts and react as soon as it is received; it also provides metrics; free version.

• FB furnishes this tool to business users; it allows them to see a variety of metrics about the use and popularity of posts, and is accessed directly from the brand page.

o shows the number of positive, neutral, or negative mentions on each media platform.

o Indicates the number of Twitter followers, Facebook fans, LinkedIn group members, etc.

measure how often the company posts on each social media platform.

Shows the number of comments, likes, or replies to company-generated content.

Assesses response time to user comments on the company's social media properties.

o Sentiment Ration (SR)

o Share of voice (SV) o Audience Engagement (AE) o Conversation Reach (CR)

o Issue resolution rate (IRR) o Resolution time (RT) o Satisfaction score (SC)

o Topic trend (TT) o Idea Impact (II)

o Active Advocates (AA) o Active Influence (AIN) o Advocacy Impact (AIM)

o S-O Strategy: Follow social media platform opportunities that match the firm's strengths on social media. o W-O Strategy: Overcome weaknesses in social media performance to follow opportunities on the social web. o S-T Strategy: Identify ways the firm can use its platform strengths to reduce its vulnerability to external threats. o W-T Strategy: Create a protective strategy that reduces the chances the firm's SM weaknesses will make it vulnerable to external threats. This strategy would likely involve monitoring the social web to detect customer complaints and handling them before they become a PR disaster.

o A firm may know the profile of its target audience, but the behavior, interests and tastes of that target market might be slightly or radically different on the social web. o Personas provide an effective means for the firm to categorize target audiences on the social web. o Characteristics include demographics, needs, interests tastes and behavior. o One popular way to define personas is with Forrester Research's Social Technographics Profile.

o especially well-suited for interacting with end consumers; these tactics can strengthen a brand by improving brand awareness, perception. ♣ Create an officially branded firm Facebook page that allows users to follow or become fans. ♣ Customize the page to reflect the firm's style and values, but provide content distinct from the firm's primary website. ♣ Frequently update the page with content relevant and engaging for Facebook users; no more than 3/day; be persistent, consistent, and genuine. ♣ Focus on content (shareworthy, engaging; offer special deals, free products; run contests; give useful tips, etc.) ♣ FB is about personal connections; let some personality through; give a human voice to the brand; create an emotional connection. ♣ FB users are often picky about which items they like. Look at other FB pages, especially those offering a similar product to see what is liked the most.

♣ Customize the firm's profile page, starting with a good avatar picture and customized background, text color, and firm description. ♣ The profile's description should complement the avatar by providing context and details; writing space is limited, so the description must be concise. ♣ A custom-made background image can display personality, a longer explanation of the product, and past accomplishments; place URLs for other social networking profiles here.

♣ Create a company page, use it to showcase job openings, new positions, etc. to develop a large company following and raise awareness of a brand. ♣ All employees should strive to complete 100% of their profiles and optimize with appropriate keywords; they should include links to the firm website, FB, Twitter, and blog, among others; Link to 3d party articles. ♣ Employees should ask contacts, past customers, industry analysists, and employees to join the group and/or follow the brand. ♣ Groups should be launched with descriptive names.

♣ Create authentic videos with real people in actual locations to make the videos more persuasive to engage viewers; offbeat and unusual videos get more attention. ♣ Include links to videos on other social media platforms. ♣ Comment on videos that relate to your industry to make connections. ♣ Choose keywords for videos carefully; tag videos with various keywords to rank higher in the YouTube search engine; make them relevant to the subject matter. ♣ Email the video links to consumers.

♣ Use the firms' Instagram page to share pictures with customers, keeping them up to date with events. ♣ Show what is going on behind the scenes, featuring interesting and informative pictures of product preparation, customer service, parties, employees. ♣ Use photo sharing on the firm's Instagram page as a teaser for more information elsewhere, such as the firm's website and Facebook page. ♣ Ask customers to share photos of the business that capture distinctive aspects of it; recognize the best submissions with an award.

♣ Verify or create a Foursquare business listing. ♣ Update all account information. ♣ Create special offers for customers on Foursquare. ♣ Add customer tips. ♣ Advertise on Foursquare. ♣ Encourage customers to download and use the Swarm mobile app. ♣ Brands can still see who has checked in to your place of business via a Foursquare profile.

o Tracking ♣ Choose optimal topics of focus; select platforms with the greatest concentration of the target audience, identify optimal keywords & phrases, adjust searches when necessary. o Measuring ♣ Define quantitative and qualitative metrics and KPIs to assess progress in reaching goals. o Evaluating ♣ The process of interpreting data once it has been measured, to derive insights and understanding. ♣ Measurement gains meaning through analysis o Selecting Monitoring Tools ♣ Free monitoring tools work well for listening to social media (Google Alerts, SocialMention, etc.) ♣ Paid monitoring tools like Radian6 provide all-in-one solutions for tracking, measuring, and aiding in analysis of qualitative metrics.