Social Media Marketing Midterm spring 2016 – Flashcards
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Broadcast communication
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traditional form of mass media ex. print, radio, tv
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Network Communication
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digital communication route that targets specific groups of people on social media
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Interpersonal Communication
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tradigital form of broadcasting ex. banner ads, email ads
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Campaign Timelines
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refers to the constantly changing decisions and actions taken during a marketing campaign
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Text Mining
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form of sentiment analysis that refers to gathering and analysis of text data from relevant sources
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Content Analysis
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approach used to identify the presence of concepts and themes within qualitative data sets
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Cloud Computing
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general term for any process that delivers hosted services online
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Scalability
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the ability of a business to grow and expand capacity as needed
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Customer Relationship Management CRM
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the practice of engaging the customer after the first sale
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Data Process D
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define desired results of program
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Data Process A 1
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assess costs of program
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Data Process T
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track results
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Data Process A 2
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adjust program to increase effectiveness
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Digital Identity
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refers to way we represent ourselves online
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Digital Natives
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refers to people who have always lived with technology
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Echo Effect
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refers to duplication of content throughout different platforms
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Key Performance Indicators KPI's
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metrics that are tied to organizational objectives
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Market Segmentation
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process of dividing market into distinct and common groups ex. geographic, demographic, etc
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Social Media Marketing Mix
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consists of 5 elements of a business that can be used to help market the company
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Marketing Mix 1
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Product
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Marketing Mix 2
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Price
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Marketing Mix 3
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Place
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Marketing Mix 4
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Promotion
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Marketing Mix 5
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Participation
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Measurement Map
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displays types of branded messages produced and distributed ex. company sponsored content
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Media
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refers to any means of communication
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Mass Media
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refers to form of communication that can reach a large audience
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Broadcast Media
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for of mass media that deals with transmission of information to a larger audience ex. radio, television, print
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Metrics
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a standard of measurement a company will use to measure a certain objective
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Activity Metrics
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measures actions the organization takes relative to social media ex. timing of tweets
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Interaction Metrics
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measures how the target market engages with social media platforms and activities ex. number of retweets, shares
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Return Metrics
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measures financial outcomes that directly or indirectly support success of the company
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Impulses for Using Social Media
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affinity, personal utility, immediacy, altruistic, curiosity, validation
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Affinity Impulse
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contribution to social media to find friendship or gain a sense of belonging
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Personal Utility Impulse
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seeking information, incentives, entertainment, or convience
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Immediacy Impulse
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knowing others in our network are accessible
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Altruistic Impulse
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the ability to express their moral beliefs online
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Curiosity Impulse
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the inherent curiosity we have about others
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Validation Impulse
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use of social media to feed ones ego
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Netnography
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ethnographic research techniques used to study online communities that emerge through computer-mediated communication
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Network Ties
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describes the relationships between members in a network
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Core Ties
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the ties we share with closest friends and family
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Significant Ties
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close connections that are not as close as core ties
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Weak Ties
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superficial or casual associations (acquaintances)
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Latent Ties
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preexisting connections who you haven't communicated with in a long time
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Nonresponse Error
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the potential that information taken in a survey is not included in final sample
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Nonresponse Bias
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skewing of results of a survey because of a bias in the sample population
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Opinion Leaders
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members of networks whose opinions are trusted and can therefore exert influence over other members
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Paid Media
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the paid placement of promotional messages to reach an audience
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Earned Media
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messages distributed at no direct cost to the company by methods beyond the control of a company ex. Word of Mouth
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Owned Media
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channels the brand controls that help to sell an item ex. e-commerce sites, corporate blogs
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Population
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refers to likely people or families to which we wish to generalize the study results
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Sample
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describes a subset of the entire population that is used to generalize about the poplulation as a whole
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Primary Research
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content created and collected for the specific research purpose at hand
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Secondary Research
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information that is already collected and available for use
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Privacy Paradox
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describes peoples willingness to disclose personal information on social media despite their high levels of concern for privacy protection
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Reach
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number of people who are exposed to a message
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Frequency
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average number of times someone is exposed to a message
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Clickthroughs
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number of people who are exposed to an online ad or link and actually click it
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Conversions
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number of people who clickthrough who actually purchase a product
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Return on Investment ROI
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how effective a company is at using capital to generate profits, a measure of profitability
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Right to be Forgotten
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the idea that we should be able to opt of having our internet activity available to gather for marketing purposes
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Sentiment Analysis
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extracts entities of interest from a sentence to gain information on how people "feel" about a product
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Situation Analysis
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details a current problem or oppurtinity an organization faces based on all the factors the business has analyzed thus far
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SMART Goals
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describes the effectiveness and clarity of objectives set for an organization
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S Goal
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Specific objective
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M Goal
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Measurable results
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A Goal
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Appropriate business objective
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R Goal
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Realistically achievable goal
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T Goal
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Time oriented objective
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Social Branding
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the unique social presence of a company online
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Social Footprint
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the mark a person makes when they occupy a digital space
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Social Listening
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the concept of using social media tools in order to listen to customers as they discuss elements of their lives online
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Phases of Social Media Marketing Maturity
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trial, transition, strategic
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Trail Phase
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company sets up several social media sites
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Transition Phase
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company starts to mature in their social media use by better understanding marketing opportunities
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Strategic Phase
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company conducts plan to use social media for marketing in the most effective ways possible
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Social Media Mix
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utilization of the 4 social media zones to target marketing to specific segments of market
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Social Media Zone 1
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Social Community
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Social Media Zone 2
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Social Publishing
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Social Media Zone 3
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Social Commerce
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Social Media Zone 4
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Social Entertainment
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Social Media Tracking Methods
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different ways to track results of social media
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Forward Tracking
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tracking developed prior to launching activity or campaign
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Coincident Tracking
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tracking that begins during the marketing campaign
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Reverse Tracking
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tracking after activity or campaign is concluded
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Word of Mouth WOM
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communication of product information between individuals
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Social Community
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sharing content and conversing
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Social Publishing
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user generated content ex. editorials, commercial content
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Social Commerce
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the CRM service, retailing, sales, and human resources
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Social Entertainment
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games, music, art, etc
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Social Object Theory
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social networks will be more powerful if people in a community have stuff in common
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Social Persona
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defining how the brand will behave in the social web based on the voice used and how intensely they will interact with customers on social space
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Social Technogrpahics
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categories of different types of social media users; creators, conversationalists, critics, collectors, joiners, and spectators
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Strategic Planning
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the process of identifying an objective, how to accomplish objective through specific strategies and tactics, implementing the plan, and measuring how well the plan met the objective
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Synchronous Communication
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internal communication of a computer
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Asynchronous Communication
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communication between a computer and other devices
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Tom Standage
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digital editor for The Economist
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Ancient Social Media
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Standage's arguement that spontaneous and organic information sharing has been going on for centuries ex. scrolls or early books
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Trending Terms/Topics
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the top searches and content viewed by many people in a certain amount of time
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Two- Step Flow Theory of Communication
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the theory that ideas flow from mass media to opinion leaders, and from them to a wider population
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Types of Social Power
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reward, coercive, legitimate, referent, expert, and information
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Reward Power
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ones ability to provide others with what they desire
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Coercive Power
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ones ability to punish others
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Legitimate Power
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organizational authority based on rights associated with a persons appointed position
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Referent Power
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the authority through the motivation to identify with or please a person
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Expert Power
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comes from recognition of ones knowledge, skills, and ability
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Information Power
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control over the flow and access of information
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Social Capital
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the benefits or value derived from the relationships in a network
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Vertical Network
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designed around the common interest or hobby of the community
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Virality
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the rapid spread of information through a social network ex. meme
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Web 2.0
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the developments in technology that enable digital interactive activities
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Web Scrapping
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a collection of conversations according to established criteria for inclusion in a database
