SMM – Flashcard

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What is Social Media Marketing?
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-Uses of social media portals to positively influence consumers towards a website, company, brand, product service, or a person. -Based on conversations and encourages users participation and dialogue -The end goal of SMM is an engaging "conversation" that leads to a desirable consumer action -The most successful SMM campaigns fully engage and respect the users
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Careers in Social Media Marketing
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2. Careers in Social Media Marketing • The biggest growth for social media is expected to come from the B2C service sector • "Over 70% of respondents said their company is planning NEW social media initiatives in 2010". 71% said they would do those social media initiative "internally", suggesting that many companies will need to hire additional social media marketers soon. o Jet Blue- hiring people internally who are already active on social media in their personal lives • The demand from social media marketers is likely to increase in the near future • Currently a majority of the jobs are freelance • On the upside, hourly rates can be high- $200/hr and more • The median yearly pay for a social media marketer (in Washington DC.) is $64,000, with those in the 75% earning an average of $103,500/year. • Professional bloggers can be paid between $10 to $200/post, depending on the length and content. • The biggest money can be found in consulting- these types of jobs are typically offered only to seasoned professionals who have demonstrated results in the past. • Companies are looking for "power-users" who already have influence in the world of social media.
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Social Media Marketing Planning Cycle (8 of them)• listen to conversation about the brand or company
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• Listening o What people are saying about a company enables the organization to determine its current social media presence, which in turn guides the setting of social media goals and strategies to achieve them o Competitive intelligence o Find out what people are already talking about before becoming part of the conversation • Setting Goals o By pinpointing the location, behavior, tastes, and needs of the target audience • Defining objectives and strategies o Must be done on a case-by-case basis o The 8 C's of the Strategy development provide guidelines to help an organization reach its marketing goals • Identifying your Target Audience • Selecting tools o Where the target audience resides and then focusing the company's social media efforts on those platforms • Implementing o The process whereby the goals, strategies, target markets, and tools are taken into consideration in creating actionable social media platforms through well-defined tactics • Monitoring o The process of tracking, measuring, and evaluating an organizations social media marketing initiatives • Tuning o Constant and continuous process of adjusting and improving the elements of the plan to maximize the chances of success
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Listen to Conversations About a Brand or Company
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• listen to conversation about the brand or company • listen to what people say about the competitors • listen to what people say about the industry or category • listen for the tone of the community • Listen to the different social media channels
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Setting goals
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• Goals must be flexible in the light of new developments while engaging in social media • The most popular uses for social media include: o Brand awareness and brand building o Acquisition of new customers o Introduction of new products and service o Retention of current customers o Market research o SEM: SEO/SEA • The key in defining goals is to understand what will be accomplished through social media
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Social Media Marketing Goals
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• Driving word-of-mouth recommendations • Producing new product ideas • Handling crisis reputation management • Integrating SMM with PR and Advertising • SEO • Generating Leads
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Determining Strategies
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• Key considerations when setting social media marketing objectives and strategies o What are the overall goals? o What was learned from listening? • How do people feel about a company, product, service, person, or issue? • How are competitors using social media platforms? • Which media platforms appear to be the most viable in order to achieve social media marketing goals? • Where does a company's TA hangout, and what do they do there? • How can this information be used to identify strategic opportunities? o What best practices can be applied? o Goals may change... be flexible
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Call to Action
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• The action that you want someone to take at each stage of your marketing campaign • In order to measure success, you need to clearly define what someone's desired action would be • There may be different calls to action for each aspect of a social media strategy • Your call to action should flow naturally from your marketing goals • Getting to the sale is the final step in a chain of action
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Identifying your Target Audience
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-A group of consumers company has decided to organize its marketing strategies around to reach with their message -Personas: simplify the audience into groups based on: -Demographics and psychographics -Constraints (technological limitations, a language barrier, or even vision impairment) -Behavioral triggers including needs and wants -Each persona will have a different set of interest, needs, and communication styles
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Determining the Target Audience
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Three sets of personas exist in the overall market: -Personas with a need that the product being marketed satisfies -Personas with enough money to purchase the product -Personas generally interested in receiving information about new products
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Social Technographics Ladder
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-Uses demographics such as age, location, and gender to group social media users into personas based on their social media activities: -Creators -Conversationalist -Critics -Collectors -Joiners -Spectators -Inactives
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What does the Target Audience talk about?
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-Identifying what the TA wants to talk about is a crucial in order to devise content that its members will respond to -In order to develop relationships with the customer community, it is necessary to fit in with the conversations and to sounds "natural" -Building common ground with the audience members by sounding like one of them in a solid strategy when crafting marketing messages
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Rules of Engagement
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-Social media involves discussions between real people about the issues or products that they care about -These conversations are not about the particular brand a social media marketers is hoping to promote -One must earn people's attention, and that means playing by generally accepted standards -Treats a person's social media properties as through they were the individuals online homes.
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Benefits of "brand advocates" over self-promotion
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-Brand advocates will talk to their friends. -They produce natural positive recommendations from people who never need to be compensated -These relationships pay dividends of goodwill and increased sales well into the futures -Having honest regular people who are not employed by the company defend the brand can improve bad situations
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Permission vs. Interruption Marketing
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-Interruption marketing- old media or traditional marketing relies heavily -Permission marketing- consumers consent to being marketed (social media)
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Initial Entry Strategy: Passive vs. Active
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• Passive: Search out mentions of your business, its competitors, and the category or industry; listen to what people are saying and respond to start a conversations • Active: Crease and build social media profile, connect with key influencers; and engage by starting or participating in conversation
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Principles of Success
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• PARC o Participatory- interact with the community answer questions, and thank those who respond o Authentic- people do business with others they know, like, and trust o Resourceful- present useful and relevant content or helpful information o Credible- building a reputation for knowledge and expertise in the field, and building a brand's trustworthiness
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Defining Social Media Marketing Ethics
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• Generally speaking, the same codes of ethics that applies to traditional marketing can be applied: o Honesty, privacy, respect, responsibility, acknowledge, apologize, act • In a situation in which ethical standards could possible be breached , it is best to err on the side of caution to avoid a potentially unethical action • Even if questionable decisions seem like the only option, it is better to spend time doing more research and use creativity to solve the problem instead. • It is better to learn through trial and experience rather than cut career short by using unethical practices.
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Global Perspective
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• Depending on their culture as well as personal preferences, different people varying standards of contact • Expressions, proverbs, or folksy saying that are clichés to a domestic audience may be familiar to an international one • To avoid confusion, it is best to make messages polite, concise, and direct • Achieving familiarity with online translation will broaden the audience with whom a social media marketer can interact
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