Marketing Chapter 19 – Flashcards

Any tool or service that uses the internet to facilitate conversations.

A subset of ecommerce that involves the interaction and user contribution aspects of social online media to assist online buying and selling of products and services. Basically, it relies on user-generated content on web sites to assist consumers with purchases They are designed to help consumers make more informed decisions on purchases and services.

Using consumers to develop and market products Describes how the input of many people can be leveraged to make decisions that used to be based on the input of only a few people.

A type of media. The purpose of this media is to develop deeper relationships with customers. eg. A brand's facebook presence, YouTuve channel, Twitter presence, Pinterest presence, and presence on other social platforms

A type of media. In interactive space, media are earned through word of mouth or online buzz about something the brand is doing. Eg. Viral videos, retweets, comments on blogs, and other forms of customer feedback resulting from a social media presence.

A type of media. In interactive space, it includes display advertising, paid search words, and other types of direct online advertising. Eg. Ads purchased on facebook.

1. Marketers must maximize owned media by reaching out beyond their existing Web sites to create profiles of digital touch points 2. Marketers must recognize that public and media relations no longer translates into earned media. Marketers must listen and respond to stakeholders 3. Marketers must understand that paid media must serve as a catalyst to drive customer engagement and expand into emerging channels.

Once a company has started listening, it typically wants to develop a more formalized approach. This is the process of identifying and assessing what is being said about a company, individual, product, or brand. It can involve sentiment analysis and text mining

1. Listen and learn 2. Build relationships and awareness 3. Promote products and services 4. Manage your reputation 5. Improve customer service

1. Without objective 2. Tracking brand mentions 3. Identifying market risks and opportunities 4. Improving campaign efficiency 5. Measuring customer satisfaction 6. Responding to customer inquiry 7. Better understanding of customers 8. Being proactive and anticipating customer demands

Stage 1 of the eight stages of effective listening. The organization has established a listening system but has no goals. Resources required: Need social media notification tools. Purpose: Keep up with brand and competitor information

Stage 2 of the eight stages of effective listening. The organization tracks mentions in social space but has no guidance on next steps. Resources required: A listening platform with key word report capabilities. Purpose: Track discussions, understand sentiment, and identify influencers to improve overall marketing strategy.

Stage 3 of the eight stages of effective listening. The organization seeks discussions online that may result in identification of problems and opportunities. Resources required: A listening platform with a large staff dedicated to the client. Purpose: Staff seeks out discussions and reports to other teams, like product development and sales.

Stage 4 of the eight stages of effective listening. The organization uses tools to get real-time data on marketing efficiency Resources required: Web analytics software Purpose: See a wealth of information about consumer's behavior on their web sites (and social media)

Stage 5 of the eight stages of effective listening. The organization collects information about satisfaction, including measures of sentiment. Resources required: Insight platforms that offer online focus group solutions. Purpose: Measure impact of satisfaction or frustration during interaction.

Stage 6 of the eight stages of effective listening. The organization identifies customers where they are. Resources required: A customer service team is allowed to make real-time responses. Purpose: Generate a high sense of satisfaction for customer but generates public complaints.

Stage 7 of the eight stages of effective listening. The organization adds social information to demographics and psychographics to gain a better profile. Resources required: Social customer relationship management system (CRM) to sync data Purpose: Social CRM marries database and social media.

Stage 8 of the eight stages of effective listening. The organization examines previous patterns of data and social behavior to anticipate needs. Resources required: Advanced customer database with predictive application (yet to be created) Purpose: Modify social media strategy to preempt consumer behavior modifications based on trends.

1. Creators 2. Critics 3. Collectors 4. Joiners 5. Spectators 6. Inactives

One of the most effective metrics. It is the volume of consumer-created buzz for a brand based on posts and impressions, by social channel, by stage in the purchase channel, by season, and by time of day.

One of the most effective metrics. Number of "Likes," fans, followers, and friends; growth rates; rate of virality or pass along; and change in pass along over time.

One of the most effective metrics. Number of comments, ratings, social bookmarks, subscriptions, page views, uploads, downloads, embeds, retweets, Facebook posts, pins, and time spent with social media platform

One of the most effective metrics. Increases and decreases on searches and changes in key words.

One of the most effective metrics. Media mentions, influences of bloggers reached, influences of customers reached, and second-degree reach based on social graphs

One of the most effective metrics. Positive, neutral, and negative sentiment; trends of sentiment; and volume of sentiment

Clicks, click-through rates, and percentage of traffic

One of the categories of media users. Those who produce and share online content like blogs, web sites, articles, and videos

One of the categories of media users. Those who post comments, ratings, and reviews of products and services on blogs and forums.

One of the categories of media users. Those who use RSS feeds to collect information and vote for web sites online.

One of the categories of media users. Those who maintain a social networking profile and visit other sites

One of the categories of media users. Those who read blogs, listen to podcasts, watch videos, and generally consume media

One of the categories of media users. Those who do none of the things of the other categories.

A publicly accessible web page that functions as an interactive journal, whereby readers can post comments on the author's entries. The allow marketers to create content in the form of posts. 2 categories: 1. Corporate 2. Noncorporate

1. Corporate (professional) 2. Noncorporate (personal)

A type of blog that are sponsored by a company or one of its brands and are maintained by one or more of the company's employees. They disseminate marketing-controlled information and are effective platforms for developing thought leadership, fostering better relationships with stakeholders, maximizing search engine optimization, attracting new customers, endearing the organization with anexdotes and stories about brands, and providing an active forum for testing new ideas. Many companies have moved away from this, however, to facebook, twiiter, etc.

A type of blog that is independent that is not associated with the marketing efforts of any particular company or brand. Perceived to be more authentic than corporate blogs.

Blogs that entail shorter posts than traditional blogs. Eg. Twitter, Tumblr, Plurk, Facebook's status updates

Web site that allows individuals to connect--or network--with friends, peers, and business associates.

Wen site that allows users to upload and distribute multimedia content like videos and photos Eg. Youtube, Flickr, Pinterest, Instagram, Vine, and Snapchat

A type of user-generated media. It is a digital audio or video file that is distributed serially for other people to listen to or watch. They can be streamed online, played on a computer, uploaded to a portable media player, or downloaded on a smartphone.

Web site that allows users to decide which content is promoted on a given web site by voting that content up or down. Eg. Reddit Marketers have found that these sites are useful for promoting campaigns, creating conversations around related issues, and building web site traffic.

Similar to social news sites but the objective of their users is to collect, save, and share interesting and valuable links. On these sites, users categorize links with short, descriptive tags. Users can search the site's database of links by specific tags or can add their own tags to others' links. Eg. StumbleUpon, Delicious

Web site that combines the fun of social networking with the utility of location base GPS technology Eg. Foursquare

Web site that allows consumers to post, read, rate, and comment on opinions regarding all kinds of products and services

1. An effort to standardize mobile platforms has resulted in a low barrier to entry 2. There are more consumers than ever acclimating to once-worrisome privacy and pricing policies. 3. Because most people carry their smartphones with them at all times, mobile marketing is uniquely effective at garnering customer attention in real time. 4. Mobile marketing is measurable 5. Mobile marketing's response rate is higher than that of traditional media types

1. SMS 2. MMS 3. Mobile web sites 4. Mobile ads 5. Bluetooth marketing 6. Smartphone apps

A type of mobile marketing tool. It is 160 character text messages sent to and from cell phones. It is typically integrated with other tools.

A type of mobile marketing tool. Similar to SMS but allows the attachment of images, videos, ringtones, and other multimedia to text messages.

A type of mobile marketing tool. Web sites designed specifically for viewing and navigation on mobile devices.

A type of mobile marketing tool. VIdual advertisements integrated into text messages, applications, and mobile web sites. Mobile ads are often sold on a cost-per click basis.

A type of mobile marketing tool. A signal sent to bluetooth enabled devices, which allows marketers to send targeted messages to users based on their geographic locations.

A type of mobile marketing tool. Software designed specifically for mobile and tablet devices. These ___ include software to turn phones into scanners for various types of barcodes.

1. Listen to customers 2. Set social media objectives 3. Define strategies 4.Identify the target audience 5. Select the tools and platforms 6. Implement and monitor the strategy

A smartphone trend that uses small chips hidden in or behind products that, when touched by compatible devices, will transfer the information on the chip to the device.

Software applications that run entirely with existing online platforms. Allows customers to display company information (such as current promotions, coupons, or news) on their own web sites or smart phone home screens.