MKTG 301 – CH. 3

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Social Media
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Content distributed through online and mobile technologies to facilitate interpersonal interactions.
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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, wether directly or indirectly 4. Give them the opportunity to Engage with their social network.
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Three types of Social Media
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1. Social Network sites 2. Media-sharing sites 3. Thought-sharing sites (blogs)
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Three objectives of Social Media
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1. Members promote themselves to gain more friends 2. Sites promote themselves to get more members 3. Outside companies promote their products and services to appeal to the potential consumers that are active on the sites.
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Social Network Sites
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An excellent way for marketers create excitement. People interact with friends or business acquaintances. Widely used.
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Creators
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Hip, cool contributors sit at the cutting edge and plan to stay there. Social media gave them new ways to post and share their creative and 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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Constantly on the go and busy, 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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Really want to help others, and the best way to do so is by being constantly well informed so they can provide genuine insights to others.
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Media-Sharing Sites
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Ability to connect people more easily and in more ways than have ever been possible before. These sites explicitly rely on this capability to enable users to share content they have generated. Highlight how consumers can experience their goods or services as well as encourage consumers to engage with the firm, its other social media outlets, and other consumers.
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Thought-sharing sites
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Different types of blogs: corporate, professional, personal, and micro. Effective at educating and engaging users and enhance their experience with products and services.
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Corporate Blogs
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Created by companies themselves, have the highest level of control over content.
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Profesional Blogs
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Created by people who review and give recommendations on products. Companies offer these users products in exchange for a good review.
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Personal Blogs
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Written by people that receive no products or remuneration for their efforts.
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Microblog
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Short sentences, short videos, individual images.
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Gamification
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Companies use location based apps to build loyalty by making it a game.
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Social Media Engagement Process
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-Listen -Analyze -Do
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Listen
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Companies learn a lot about their customers by monitoring what they say on their social networks, blogs, review sites, etc. Customers appear to provide just about anything on these sites.
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Sentiment Analysis
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Allows marketers to analyze data from sources to collect consumer comments about companies and their products. The data are then analyzed to distill customer attitudes and preferences, including reactions to specific products and IMC’s.
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Analyze
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Understanding data collected form social media.
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Hits
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Total requests for a page
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Page Views
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The number of times any pages gets viewed by any visitor.
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Bounce Rate
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The percentage of times a visitor leaves the site almost immediately, such as after viewing only one page. Used to make website more effective.
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Click Paths
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How users proceed though the sites information.
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Conversion Rates
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A measure that indicates what percentage of visitors or potential customers act as the marketer hopes, wether by clicking, buying, or donating.
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Keyword Analysis
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Determine what keywords people use to search the Internet for their products and services.
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Do
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Even the greatest analysis has little use if firms fail to implement what they have learned from analyzing their social and mobile media activity.
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Social Media Campaign Steps
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1. Identify strategy and goals 2. Target Audience 3. Campaign: Experiment and engage 4. Budget 5. Monitor and Change
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Social Reach
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How many people a person influences.
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Influence
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The extent to which a person influences others
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Extended network
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Influence of the person’s extended network, the cumulative number of members (10,000) = 100 members each having 100 members of their own.

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