Marketing class chapter 3 Social and Mobil Marketing

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Social Media
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Media content used for social interactions such as YouTube, Facebook, and Twitter. Ex: These media use various firms that offer services or tools to help consumers and firms build connections. Through these connections, marketers and customers share information of all forms, from their thoughts about products or images to uploaded pictures, music, and videos.
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4E Framework
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1.) Excite customers with relevant offers. 2.) Educate them about the offering. 3.) Help them Experience products, whether directly or indirectly. 4.) Give them an opportunity to Engage with their social network
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Creators
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Hip, cool contributors who sit at the cutting edge and plan to stay there. Social media give them new ways to post and share their creative, clever ideas.
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Bonders
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Social butterflies who use social media to enhance and expand their relationships, which they consider all-important in their lives.
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Professionals
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People who are constantly on the go, busy, and want to appear efficient, with everything together, so they use social media to demonstrate just how smart they are
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Sharers
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A type of consumer that uses social media sites and wants to help by being constantly well informed, so that they can provide genuine insights to others.
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Blog (Weblog)
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A Web page that contains periodic posts; corporate blogs are a new form of marketing communications. Ex: For corporations, the comment section allows marketing managers to create a two-way dialogue directly with the end users. The wide availability of free blogging tools such as WordPress, Blogger, and TypePad, which enable non-technically oriented people to create their own blogs, has made blogging a very popular pastime Ex 2: Blogs provide firms the opportunity to educate their customers about their offerings, and to engage them by responding to their communications, both positive and negative.
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Corporate Blogs
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A website created by a company and often used to educate customers. Ex: Starbucks uses its blog for new product development by generating new product and experience ideas from its customers. The popular regional grocery store chain. Wegman’s blogs to generate loyalty and generate sales by sharing employees’ ideas about entertaining, nutrition, and recipes.
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Professional Blogs
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Websites written by people who review and give recommendations on products and services. Ex: Whole Foods tries to develop a broader engagement with customers by interacting with its 2.1 million Twitter followers. It instituted a weekly Twitter chat, for an hour every Thursday, during which Whole Foods representatives discuss topics such as holiday menu planning and healthy eating.
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Personal Blogs
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Websites written by people that receive no products or remuneration for their efforts. Ex: Thus, of the various types of blogs, marketers have the lowest level of control over this type. However, personal blogs are useful for monitoring what is going on in the marketplace and for responding to customer complaints or compliments.
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Microblog
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Differs from a traditional blog in size. Consists of short sentences, short videos, or individual images. Twitter is an example of a microblog. Ex: On the most popular microblogging site, Twitter, users are limited to 140-character messages. Twitter provides another option for companies to educate their customers by providing corporate and product information and to engage them by providing a platform for two-way communications.
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Gamification
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The process of building customer loyalty through the offering of free apps. Ex: Users of Foursquare can check in at their favorite restaurants and stores, sharing their location on Facebook. They can compete with other users for the title of Mayor by achieving the most number of check-ins at a retail location in a 60-day period.
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Price Check apps,
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Using a price checking app, such as at Amazon, or Stylish Girl, customers can scan a product in a store and instantly compare the prices online to see whether a better deal is available. Ex: Target is working with vendors to create exclusive in-store items, to match online retailer pricing, and to develop a subscription-based online pricing strategy that gives regular buyers special discounts
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Fashion apps
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The consumers who are most likely to use mobile media also are likely to buy from technology and fashion-oriented firms, whether they are fashion or technology retailers, sell fashion magazine content, or brand information. Ex: Pinterest allows people to pin merchandise, services, recipes, or ideas onto a virtual bulletin board. For instance, Pinterest users can pin clothing and accessories that match their personal taste; others can browse their pinboards to discover new things and make comments.
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Location apps.
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Customers can download several free apps that use the GPS function of their phone to share what they are doing, where they are, and when they’re doing it Ex: An interesting app is Snapette, which focuses on shoes and bags and aims to help customers find the merchandise they want according to their immediate location.
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Sentiment Analysis
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A technique that allows marketers to analyze data from social media sites to collect consumer comments about companies and their products. Ex : Salesforce.com offers social media listening and engagement tools to help its clients such as GE, Kodak, Microsoft, and PepsiCo connect with their customers. Using sentiment analysis techniques, it processes a constant stream of online consumer opinion from blogs, Facebook, and other networking sites, including 400 million Twitter tweets a day
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Hits
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A request for a file made by web browsers and search engines. Hits are commonly misinterpreted as a metric for website success, however the number of hits typically is much larger than the number of people visiting a website. Ex: Total requests for a page
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Page Views
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The number of times an Internet page gets viewed by any visitor.
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Bounce Rate
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The percentage of times a visitor leaves the website almost immediately, such as after viewing only one page. Ex: Analyzing which pages are the most frequent entry and exit locations provide direction on how to make a website more effective.
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Click Paths
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Shows how users proceed through the information on a website, not unlike how grocery stores try to track the way shoppers move through their aisles. Ex: A firm can use this information to provide users with an easier navigation experience through the site so they can more quickly find what they are looking for.
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Conversion Rates
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Percentage of consumers who buy a product after viewing it.
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Keyword Analysis
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An evaluation of what keywords people use to search on the Internet for their products and services. Ex: With this information, they can refine their websites by choosing keywords to use on their site that their customers use. Then they can assess the ROI of the investment made by improving the site. This would be done by calculating the incremental profit increase divided by the investment on the site improvement
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Social Reach
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A metric used to determine to how many people a person influences (e.g., number of individuals in the person’s social networks such as Facebook and LinkedIn).
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Influence
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In a social media context, the extent to which the person influences others (e.g., how much do the people in a person’s network read that person’s content).
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Extended Network
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In social media, it is the total number of people a person or entity reaches or has influence over

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