SMM 2 final Flashcards
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The Social Profile
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Your profile is the foundation of your participation in social communities. It is basically your digital self.
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Skins (or themes)
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avisual elements used to change the aesthetic of a web page
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Identity reflectors
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an option to have one's profile reflected back to them from the perspective of others
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¨Presence indicators
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¤Availability icons available for chat ¤Mood icons ¤Friend lists ¤Status updates ¤All of these indicators enhance the perception of ambient intimacy.
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availability icons
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:cons that indicate whether a member is online and
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mood icons
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: icons that function much like emoticons, enabling members to indicate mood
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Directed communications
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Direct messages Instant messages- consumption communications
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¨The top three reasons people share content "socially"
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1.They find it interesting and/or entertaining 2.They think it could be helpful to others 3.To get a laugh.
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Social networking sites typically vary in terms of three important dimensions:
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1. Audience and degree of specialization 2. The social objects that mediate the relationships among members 3. Degree of decentralization or openness
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Paid Media in Social Communities
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display ads social ads
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Display ads
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may include text graphics, video, and sound much like traditional print ads and commercials but they are presented on a website.
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Social ads
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online display ads that incorporate user data in the ad or in the targeting of the ad and enable some form of social interaction within the ad unit or landing page.
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There are three variations on social ads:
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1. social engagement ad 2 social context 3.Organic social
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Earned reach
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the breadth and quality of contact with users) gained when people share positive brand opinions and branded content with others is invaluable because of the influence attributed to individual, personalized brand endorsements
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Influence posts
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occur when an opinion leader publishes brand-relevant content such as a blog post in social media.
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user generated content campaign
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are campaigns that offer a way for brands to invite consumers to engage and interact while they develop shareable content
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social publishing zones
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includes those channels that allow people and organizations to publish content including
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Blogs
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websites that host regularly updated content (e.g., Live you dream-women)
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Microblogs
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like blogs except content is limited to short bursts of text twitter
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Media sharing sites
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websites designed for video-sharing (YouTube, Vimeo,Ustream), photo-sharing (Flickr, Snapfish), audio-sharing (Podcast Alley), anddocument sharing (Scribd & SlideShare) Media sharing sites enable individuals and organizations to publish content online. Media sharing sites are earned media because their environments are not directly controlled by the person or organization posting the content.
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Flagship content
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Seminal pieces of work that shape the way people think
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Pillar content
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typically educational content that readers use over time, save, and share
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Authority-building content
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original content that positions the sponsoring entity as a authority
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Filler content
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information that people copy from other sources (e.g., ArticlesBase.com)
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Search engine optimization (SEO)
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is the process of modifying content, site characteristics, and content connections to achieve improved search engine rankings. key tool used for search engine marketing (SEM).refers to a form of online marketing that promotes websites by increasing the visibility of
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Social media optimization (SMO)
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a process that makes it more likely for content on a specific social media platform to be more visible and linkable in online communities. A search results list will lead off with sponsored (paid) links The next search results will be organic - sites that do not pay, but are based on the search engine's model for delivering results
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sponsored link
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paid link
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organic
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sites that do not pay, but are based on the search engine's model for delivering results
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social game
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multiplayer, competitive, goal-oriented activity with defined rules of engagement and online connectivity among a community of players.
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Platdorm
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the hardware systems on which the game is played.
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Mode
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to the way the game world is experienced
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mileu
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visual nature of the game such as scifi, fantasy, horror, and retro.
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display ad
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...
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static ad
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static IGAs cannot be changed after they are programmed directly into the game (unless it's completely online)
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dynamic ad
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allows the game manufacturer or its advertisement vendor to deliver ads remotely, update ads after the game is launched, and target ads based on time or geography
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screen placement
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...
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script placement
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...
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transactional advertising
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(e.g., Netflix offered Farm Cash to FarmVille players)
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in game immersive advertising
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opportunities include interactive product placements, branded in-game experiences, and game integration between the game and the brand.
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advergaming
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The game itself is a form of branded entertainment. It is designed by ¨There are some key characteristics of games—in addition to cost and ease of targeting—that make this domain especially attractive to marketers going forward. ¤Gamers are open to advertising content in games ¤Brands benefit when they associate with a successful game ¤Players identify with the brands their characters use, increasing brand involvement ¤Branding within a game's story is an unobtrusive way to share a brand's core message
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alternate reality game ARG
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"a cross-media genre of interactive fiction using multiple delivery and communications media, including television, radio, newspapers, Internet, email, SMS, telephone, voicemail, and postal service." AKA TRANSMEDIA SOCIAL GAME
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ARG charachteristics
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-based on a fictional story. -strategy/puzzle games. -offer clues on multiple platforms. -The story and characters are fictional, but the game space is not. -Players collaborate t -The story unfolds, but typically not in a linear fashion. -ARGs are organic; the story may not unfold as initially conceived. -Players rely on the Internet, and especially social communities for communication. -Players desire to share information
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ARG measure of effectiveness
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Number of active players Number of lurkers and rubberneckers Rate of player registration Number of player messages generated Traffic at sites affiliated with the ARG Number of forum postings Average play time Media impressions made through ARG generated publicity
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social commerce
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is a subset of e-commerce (i.e., the practice of buying and selling products and services via the Internet).
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social shopping
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situations where consumers interact with others during a shopping event
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social shopping benefits
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1.It enables the marketer to monetize the social media investment by boosting site and store traffic, converting browsers to buyers, and increasing average order value. 2.It solves the dilemma of social media ROI. 3.Social commerce applications results in more data about customer behavior as it relates to the brand. 4.Social shopping applications enhance the customer experience. 5.Social shopping makes sharing brand impressions easy. 6.Brands can keep up with the competition, and maybe differentiate themselves from others in the e-commerce space.
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shopping decisions
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problem recognition information search evaluation of alternatives- price comparrison purchase post purchase- share posts, ratings and review
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rating
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are scores that people, acting in the role of critics, assign to something as an indicator.
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reviews
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are assessments with detailed comments about the object in question.
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Authenticity
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Accept organic word of mouth.
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Transparency
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Acknowledge opinions that were invited, incentivized, or facilitated by the brand,
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Advocacy
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Enable consumers to rate the value of opinions offered on the site.
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Participatory
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Encourage consumers to contribute posts.
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Reciprocity
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Acknowledge the value of the opinions customers offer.
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Infectiousness
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Make it easy for users to share reviews on blogs and social networking platforms.
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Sustainability
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Online opinions are influential because they live on in perpetuity
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Cognitive biases
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- the shortcuts our brains take when we process information.
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Bounded rationality
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- the limits of our cognitive capacity
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information overload
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- too much data for us to handle
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Satisfice
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- expending just enough effort to make an acceptable decision
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Heuristics
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- the "rules of thumb" we use in decision making
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Social Proof
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is the belief that when a lot of people select one option, then it must be the right option.
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Herding
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behavior occurs when people follow the behavior of others
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¤=Conformity
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is a change in beliefs or actions as a reaction to group pressure (real or imagined)
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Why do we conform?
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¤Cultural pressures ¤Fear of deviance ¤Commitment ¤Group unanimity, size and expertise ¤Susceptibility to interpersonal influence
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social engagement ad
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contains ad creative (image and text) along with an option to encourage the viewer to engage with the brand (e.g. clickable "Like" button)
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social context ad
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includes ad creative an engagement device, and personalized referral content from people in the viewer's network.
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organic social ads
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shared on a person's activity stream following a brand interaction (such as liking the brand).
