Ch.16 Using Social Media to Connect with Consumers – Flashcards

Online media where users submit comments, photos, and videos-- often accompanied by a feedback process to identify popular topics.

Single social media site with millions of users interacting with each other, like Facebook, Twitter, LinkedIn, and Youtube.

Contraction of "web log," a web page that serves as a publicity accessible personal journal and online forum for an individual or organization.

The various forms of online media content that are publicly available and created by end users.

Website whose content is created and edited by the ongoing collaboration of end users-- such as generating and improving new product ideas.

1. Published either on a publicly accessible website to on a social networking site, so it is not simply an email 2. Shows a significant degree of creative effort, so it is more than simply posting a newspaper article on a personal blog without editing or comments 3. Consumer generated by an individual outside of a professional organization, without a commercial market in mind

1. Media richness - involves the degree of acoustic, visual, and personal contact between two communication partners-- face to face communications, say, being higher in media richness than telephone or email communications; the higher the media richness and quality of presentation, the greater the social influence that communication partners have on each other's behavior 2. Self disclosure - in any type of social interaction, individuals want to make a positive impression to achieve a favorable image with others-- this favorable image is affected by the degree of self disclosure about a person's thoughts, feelings, likes, and dislikes, where greater self disclosure is likely to increase one's influence on those reached

Involves the degree of acoustic, visual, and personal contact between two communication partners-- face to face communications, say, being higher in media richness than telephone or email communications; the higher the media richness and quality of presentation, the greater the social influence that communication partners have on each other's behavior.

In any type of social interaction, individuals want to make a positive impression to achieve a favorable image with others-- this favorable image is affected by the degree of self disclosure about a person's thoughts, feelings, likes, and dislikes, where greater self disclosure is likely to increase one's influence on those reached.

1. Ability to reach both large and niche audiences - both kinds of media can be designed to reach either a mass market or specialized segments - however, good execution is critical, and audience size is not guaranteed 2. Expense and access - messages and ads in traditional media like newspapers or television generally are expensive to produce and have restricted access by individuals - traditional media are typically owned by privately or by the government - in contrast, messages on social media networks are generally accessible everywhere to those with smartphones, computers, and tablet devices and can be produced cheaply 3. Training and number of people involved - producing traditional media typically requires specialized skills and training and often involves teams of people - in contrast, sending messages on social media requires only limited skills, so practically anyone can post a message that includes words and images 4. Time to delivery - traditional media can involve days or even months of continuing effort to deliver the communication, and time lags can be extensive - in contrast, individuals using social media can post virtually instantaneous content 5. Permanence - traditional media, once created, cannot be altered; for example, once a magazine article is printed and distributed, it cannot be changed - but social media message content can be altered almost instantaneously by comments or editing 6. Credibility and social authority - individuals and organizations can establish themselves as experts in their given field, thereby becoming "influencers" in that field - New York Times has credibility among newspaper media - But with social media, a sender often simply begins to participate in the conversation, hoping that the quality of the message will establish credibility with the receivers, thereby enhancing the sender's influence

1. Facebook - website where users may create a personal profile, add other users as friends, and exchange comments, photos, videos, and "likes" with them 2. Twitter - website that enables users to send and receive "tweets," messages up to 140 characters long 3. LinkedIn - business oriented website that lets users post their professional profiles to connect to a network of businesspeople 4. YouTube - video sharing website in which users can upload, view, and comment on videos

Website where users may create a personal profile, add other users as friends, and exchange comments, photos, videos, and "likes" with them.

1. Processes 350 million photos, 4.5 billion "likes," and 10 billion messages a day 2. Has 86% of its users living outside the U.S. 3. Now reaches 680 million users on smartphones and mobile devices

1. Be creative - using links, photos, and videos 2. Make it familiar, but with a twist - focus content strategy on imagery and messaging that is familiar to fans-- punctuated with something unique; Aflac Duck 3. Keep it fresh - Redbox uses frequent posts to keep fans informed about its latest film releases 4. Learn users' passions and let them guide content - Taco Bell polls users to see which menu item they'd like featured in the following week's menu profile photo

1. Profile and cover image - shows StuffDOT's attention getting logo 2. People like this - tells the number of people clicking the "like" button 3. Facebook page posts - pictures items like clothes and travel information shared with users

1. Ads on mobile devices - didn't exist until early 2012 - with the increase in users using Facebook on phones, Facebook sought ways to generate revenues by placing ads on mobile devices - by 2014, more than half of Facebook's sales revenues came from ads on mobile devices 2. Customizing Facebook's news feed - March 2013 brought a news feed that was tailored for images to appear on mobile devices - good switch because most posts were pictures and videos 3. Hashtag rollout - June 2013 brought hashtags in its network to help people more easily discover what others are saying about a specific topic and participate in public conversations 4. Recent purchase of the WhatsApp and Oculus companies for over 20 billion - for this money, Facebook gets WhatApp's messaging app that reaches 450 million users who can send text messages and share photos with contacts one on one or in very small groups without incurring charges from telecom firms - with Oculus, Facebook buys its virtual reality headset that may have applications in video games

Website that enables users to send and receive "tweets," messages up to 140 characters long; can be a good source of information about a brand or product because of its ease of posting and receiving tweets, and its convenience on a smartphone.

1. Generate brand buzz by developing an official Twitter profile, recruiting followers, and showing photos of their products 2. Follow the Twitter profiles that mention their product and monitor what is being said, responding to user criticisms to develop customer happiness 3. Tweet on topics that provide information of value to their customers

Business oriented website that lets users post their professional profiles to connect to a network of businesspeople.

Also referred to as businesspeople.

1. Write an informative short, memorable profile headline 2. Include an appropriate photo of you, nicely dressed, with a plain background that isn't a goofy Instagram selfie; smile 3. Create a professional summary-- concisely giving your education, qualifications, goals, relevant work experience, and extracurriculars 4. Fill the skills and expertise section with keywords and phrases the recruiters use in their searches 5. Include recommendations from people who know you well-- supervisors, colleagues, instructors, advisors 6. Set your LinkedIn profile to public and create a unique URL that you also include in your resume

Video sharing website in which users can upload, view, and comment on videos.

1. Exploit visual aspects of your message, perhaps sacrificing product messages to tell a more entertaining story 2. Create a branded channel rich in key words to improve the odds of the video showing up in user searches 3. Target viewers by using YouTube's insights and analytics research to reveal the number of views, the number of visits to your website, and what key words are driving user visits

1. Assessing the characteristics of visitors - audience data available for social networks 2. Assessing the number of users or unique visitors to the website - recent activity on the four social networks - unique visitors: measure of popularity, each visitor being count only once - visits: measure of loyalty, multiple visits by the same visitor being included in the count

Measure of popularity, each visitor being count only once; total number of unique visitors to a Facebook page in a given time period; if someone visits three time in one day, he is counted only once.

Measure of loyalty, multiple visits by the same visitor being included in the count.

1. Role of PepsiCo brand manager - composes title, copy, and images or photos for the social network ad 2. Role of social media - ads and videos on social media like YouTube and Facebook are less likely than traditional print ads to have a marketing objective of immediate sales

1. Performance measures linked to inputs or costs 2. Performance measures linked to outputs or revenues - many of the measures for evaluating how a brand manager's social network promotion is doing reflect the two way communications present in social media - fans, friends, followers, visitors 3. Specialized focus for other social networks - pinterest: virtual pinboard and content sharing social network, allows people to "pin" or share images of their favorite things such as clothing, craft ideas, home decor, and recipes

1. Users/members - individuals who have registered on a social networking site by completing the process involved, such as providing their name, user ID (usually email address), and password, as well as answering a few questions (date of birth, gender, etc.) 2. Fans - number of people who have opted in to a brand's messages through a social media platform at a given time 3. Share of voice - brand's share or percentage of all the online social media chatter related to, say, its product category or a topic 4. Page views - number of times a Facebook page is loaded in a given time period 5. Visitors - total number of visitors to a Facebook page in a given time period; if someone visits three times in one day, she is counted three times 6. Unique visitors - total number of unique visitors to a Facebook page in a given time period; if someone visits three time in one day, he is counted only once 7. Average page views per visitors - page views divided by visitors in a given time period 8. Interaction rate - number of people who interact with a post (like, make a comment, etc.) divided by the total number of people seeing the post 9. Click through rate (CTR) - percentage of recipients who have clicked on a link on the page to visit a specific site 10. Fan source - where a social network following comes from-- with fans coming from a friend being more valuable than those coming from an ad

Individuals who have registered on a social networking site by completing the process involved, such as providing their name, user ID (usually email address), and password, as well as answering a few questions (date of birth, gender, etc.).

Number of people who have opted in to a brand's messages through a social media platform at a given time.

Brand's share or percentage of all the online social media chatter related to, say, its product category or a topic.

Number of times a Facebook page is loaded in a given time period.

Total number of visitors to a Facebook page in a given time period; if someone visits three times in one day, she is counted three times.

Page views divided by visitors in a given time period.

Number of people who interact with a post (like, make a comment, etc.) divided by the total number of people seeing the post.

Percentage of recipients who have clicked on a link on the page to visit a specific site.

Where a social network following comes from-- with fans coming from a friend being more valuable than those coming from an ad.

Virtual pinboard and content sharing social network, allows people to "pin" or share images of their favorite things such as clothing, craft ideas, home decor, and recipes .

Computer based network that triggers actions by sensing changes in the real or digital world; location-based app downloaded to a GPS-enabled smartphone is an example of a smart system because it presents the users with options based on his or her location, which is sensed by the location-based app.

1. Smartphones 2. Databases and and algorithms 3. Apps (mobile apps or applications) - small, downloadable software programs that run on smartphones and tablet devices

1. Build on a huge personal rewards psychology for players 2. Can be played on the small smartphone screens 3. Top the most downloaded charts of Apple iOS, Google, Android, and Facebook 4. Often use a "freemium strategy"-- where the download is free but users pay for extra features, such as for ways to speed up the game

1. It's better with friends - users can give and get extra lives using Facebook 2. It never ends - there are over 500 levels, and designers add more almost every week 3. It makes the player feel special - the game gives positive feedback for nearly every click and tap 4. It lets a player sort of cheat - players can pay for power ups to skip past wait games 5. It's challenging - increasingly varied puzzles often take multiple attempts to complete

Any marketing activity conducted through several internet networks to which consumers are continuously connected using a personal mobile device.

1. Price comparison searches - scan product bar codes or QR codes and research 500,000 stores synchronizing searches between your computer and your smartphone 2. Location based promotions - use your GPS enabled smartphone for location check ins to receive discounts at stores such as JCPenney 3. Loyalty programs - win loyalty points for walking into stores like Target or Macy's and receive discounts from them

Many apps are video games. Angry Birds is an example of a video game app in the declining stage of its product life cycle. Although downloaded more than 2 billion times since its 2009 release, this app was in decline stage by 2013.

Advertisers pay a set amount to website for each click on the ad that leads to the advertiser's website.

Advertisers pay a set amount for every 1,000 times their ad loads up, but only to $100 a month.

When an advertiser pays a set amount for whenever a purchase originates from an ad on a website.

An "active receiver" who is "delighted" with the brand advertised and sends messages to her online friends about the brand.

Facebook Pages and YouTube Channels are social media marketing strategies for consumers who are "active receivers." This strategy seeks to reach the consumer who will actively respond to a social media-placed ad. The goal of this strategy is that the communication does not end with the individual receiver; it is hoped that a consumer will be "delighted" by the brand advertised, become an "influential," and then an "evangelist" who will send messages to his/her online friends and then back to the advertiser about the joys of using the product, service, or merchandise.

Ads in newspapers, magazines, and on TV are one-way communications with consumers whom the marketer hopes will buy the product advertised. Consumers who see the newspaper, magazine, and TV ads are "passive receivers" because the communication ends with them.

Contains: - people's likes - Facebook page posts - profile and cover image - post views

Carmex.

1. Published either on a publicly-accessible website or on a social networking site, so it is not simply an e-mail 2. Shows a significant degree of creativity, so it is more than simply posting a newspaper article on a personal blog without editing or comments 3. Consumer-generated by an individual outside of a professional organization, without a commercial market in mind

A blog is publicly accessible and is a forum for online expression; therefore companies can see what customers are saying about their brand - particularly complaints and suggestions. The over-65 market is not a heavy user of blogs.

Because social network images are often on the screen for only seconds, a likely goal is to have viewers visit advertiser webpages and post about it or forward it to friends.

Brand managers may compose title, copy, and images or photos for an ad for their brand. They may also specify the web address to which an ad should link based on the brand's social media marketing goals. To increase awareness and build up a fan base, they might link the ad to the firm's or brand's website or its Facebook, Twitter, YouTube, or Pinterest sites. Ideally, to encourage and produce new sales that can be tracked, brand managers can link the ad to a coupon code, a specific product on a website, or a promotional offer. Brand managers then define the characteristics of the one or more market segments they want to reach for each social medium selected. This starts with demographic characteristics like geographic region, gender, age range, and education, and then adding factors like relationship status and user interests. In using social media ads, unlike traditional print media, brand managers do not buy placement on a specific section on a social networking site - if it has the capability to run ads. Instead, each social networking site determines the most effective placement for the ads based on the demographic and other user criteria these brand managers establish to reach their target markets.

Popular social network used by college students to find and share the best content on the Web.

Research shows that the average American Facebook user has 130 friends, and 48 percent of 18- to 34-year-olds check Facebook when they wake up.

Marketing managers can use LinkedIn to promote their brand in subtle ways. This is done mainly for business-to-business (B2B) image building and networking with industry-related groups. Using LinkedIn, brand managers can demonstrate the organization's expertise and create and moderate discussion groups.

1. Exploit visual aspects of your message, perhaps sacrificing product messages to tell a more entertaining story 2. Create a channel rich in key words to improve the odds of the video showing up in user searches 3. Target viewers by using YouTube's insights and analytics research to reveal the number of views, where they originate within YouTube, and what key words are driving user visits

Feature-rich, micro-blogging platform that allows users to share text, photos, music, links, videos, and more.

For databases, Google is the hands-down winner - indexing 30 trillion unique web pages across 230 million sites. Its search engine now gives results in answers to research queries in photos, facts, and "direct answers."

Research suggests that creative and fresh engagement is a guideline to engage fans on Facebook.