Social Media Final SJSU – Flashcards
106 test answers
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is the marketing of advertising, billboards, and commercial . It cost more and takes more time to reach people
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Traditional Marketing
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this is an digital way to advertise It incorporates both a traditional and digital into one.
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Social media Marketing
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social interactivity openness and &flexibility Fast-Paced flows of information Constant Innovation and Evolution
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Key Characteristics of Social Media
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people can communicate or interact with each other No other form of media facilitates social it in the way social media does it. It cannot be simply replicated offline.
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1. social interactivity
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all people can participate and interact via social media
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(2) Openness
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You can use it any time and any where. It comes in many forms such photos, videos, article.
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flexibility
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Information can be communicated and spread rapidly through social media, typically much faster than in other forms of media Information flows on social media can take one of two general forms: •one to one (narrowcasting) •one to many (broadcasting)
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(3) Fast-paced flows of information
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One to one
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Narrow Casting
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one to many
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Broadcasting
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is the Facebook algorithm that decides which stories appear in each user's newsfeed. It's unique to each user, and no one other than Facebook knows exactly how it works.
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EdgeRank
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TV, Magazine, direct Mail, Etc is any social media activity for which a company pays. (ex. social ads, boosted posts)
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Paid Media
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Corporate Website campaign site, etc is any social media activity that occurs in social media channels a company controls. (ex. Content posted on a brand's facebook page or twitter account and company blogs)
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Owned Media
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Word of mouth is any social media activity that occurs in social media channels a company does not directly control.
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Earned Media
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• An organization comes to understand its markets and its competitors • An organization becomes aware of the changing marketplace environment • Organizational partners are better able to communicate and coordinate activities • Helps managers better allocate time and resource
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Value in Strategic Planning
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The process of identifying objectives to accomplish, deciding how to accomplish those objectives with specific strategies and tactics, implementing the actions that make the plan come to life, and measuring how well the plan met the objectives.
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Strategic Planning
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1. Trial Phase 2. Transition Phase 3. Strategic phase
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SMM MAturity
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Exploratory stage Cannot link the social media to overall marketing plan Focuses on the learning to use a new form of communications and exploring the potential for social media as a venue
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Trial Phase
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this happens when an organizations matures in their use of social media. social media still occurs but randomly. Brands are on the right track but may not have fully formed a strategic approach
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Transition Phase
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it utilizes a formal process to plan social media marketing activities with clear objectives and metrics. Social media are integrated as a key component of the organization's overall marketing plan.
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(3) Strategic Phase
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one-off ploys designed to get attention and press coverage
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Stunt
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shows the number of positive, neutral, or negative mentions on each media platform.
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a) Sentiment analysis
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Indicates the number of Twitter followers, Facebook fans, LinkedIn group members, etc.
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Reach
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Assesses response time to user comments on the company's social media properties.
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Average response time
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Internal Environment and External environment
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SWOT Analysis
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Refers to the strengths and weaknesses of the organizations the controllable elements inside a firm
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Internal Environment
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Refers to the organization's opportunities and threats The firm cannot directly control these external factors, so management must respond to the through its planning process.
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External Environment
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key aspects of the external environment
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Brand's competition
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key aspects of the external environment
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SMART Obbjectives
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The right person to get -The right content -At the right place -At the right time -In the right format -In the right language
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• Targeting in SMM
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Values and Life Style Survey - 4 demographic and 35 psychographic items •Measures consumer activities, interests, and enduring attitudes and values Classifies consumers by their motivations and innovations
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• VALS
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Based on purchase behavior or behaviors that convey intent e.g., search behaviors on search engine, self-reported interest, Pages liked on Facebook EX: Facebook (Interest targeting, Look-alike targeting, etc.)
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• Behavioral targeting
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targeting based on common or shared interest
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Interest Targeting
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is an advertising technique which consists of reaching out an audience similar to an advertiser's customers.
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Look-a-Like Targeting
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Charaterizes content bases on its originality and substance.
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Content Value Ladder
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Information that people copy from other sources such as a retweet, Facebook shared post.
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Filler Content
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is content that a person feels intrinsically motivated to prepared and share
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Original content
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is typically made up of educational content that readers use over time, save, and share with others.
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Pillar Content
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How-to Definition glossary theory list article
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Types of pillar content
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Reach, Frequency, site Stickiness, Clickthrough Sales Conversion
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Metrics Examples
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the average number of times someone is exposed to a message
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Frequency
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the ability of a site to draw repeat visits and keep people on the site
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Site stickiness
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the number of people exposed to an online ad or link who actually click on it
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Clickthrough
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the number of people who click through who on to purchase a product.
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Sales conversion
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part of the Metrics Framework Interaction with content
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Engagement
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effect on the target audience
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Impact
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suggest action to another user
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Advocacy
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opportunity to attend to content
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Exposure
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ability to change option or behavior
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infuence
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Cost per thousand exposures - total cost for promotion/ # of exposure (impression)
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CPM
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Cost per click Total cost for promotion/# of clicks
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CPC
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Cost Per Result Total cost for Ad/ # of app download
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CPR
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Key Performance Indicator Measurement within a defined content are metrics Metrics that we tied to objectives are KPI Marketers need to set well-defined, measurable objectives.
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KPI Key Performance Indicator
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Affinity Impulse Personal Utility impulse Immediacy impulse Curiosity Impulse Validation impulse
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Why do we participate in social networks?
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Sense of belonging
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Affinity Impulse
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Information seeking, incentive seeking, entertainment
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Personal Utility Impulse
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sense of relief in that contact is without delay (sense of relief we feel from knowing others in our network are accessible)
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Immediacy impulse
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following musicians on twitter
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Curiosity impulse
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Feeding ones' own ego/ promoting the perfect life.
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Validation impulse
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Nodes Ties Multiplicity Tie strength
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Key Properties for a social network
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People ( Brand, Company, group, etc)
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Nodes
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Relationship between pairs of nodes
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Ties
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Different types of ties between pairs of nodes
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multiplicity
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the intensity of ties between pairs of nodes.
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Tie Strength
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Many factors can influence the macro diffusion/spread outcome
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Social Contigation
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How well connected the people are who are doing the transmiting
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Social Connectivity (Hub)
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How active are the people in transmitting info
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Social active (pump)
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Online networks like Twitter and Facebook have a one-to-many broadcasting communication mechanism
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• Probability of a receiver retransmitting information
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frequency of posting online
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Consider transmitter activity
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Likelihood that the social interaction (if it takes place) will have a strong influence on the attitudes and/or behaviors of the participants in that interaction (the receivers and the transmitter
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• Impact on participations
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people we are close to (usually includes family, close friends, and co-workers)
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Strong ties
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acquaintances or friends and family of our "strong ties"
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Weak Ties
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the social tie being activated in order for the social interaction to occur (social interaction happening) Vary widely by product, by sentiment (positive/negative), by person, by situation
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Likelihood of Activation
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Needs to be accepted to meet soviet/groups expectations
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Normative
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Need to know what's right Arises when correct answers are ambiguous Assuming the actions of others in an attempt to reflect correct behavior for a given situation. • Driven by the assumption that surrounding people possess more knowledge about the situation. • Information to help make decisions (e.g., WOM about products, product recommendation
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Informational Social Influence
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product information transmitted by individuals to individuals (C2C) - Often the most significant source of product info for consumers - Perceived as more reliable/trustworthy than traditional marketing
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Word of Mouth (WOM)
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- Using key leaders to drive your brand's message to the larger market. Rather than marketing directly to a large group of consumers, you instead inspire/hire/pay influencers to get out the word for you.
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Influencer Marketing
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Almost all influencer marketing includes word-of-mouth marketing activities by its nature, but not all word-of-mouth marketing is driven by influencer campaigns.
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WOM vs. Influencer marketing
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are les likely to receive WOM Study of WOM transmitters found that they were less likely to tell hubs about new products than anyone else Hubs are less likely to transmit WOM - Study of 1 million Facebook users found that the more friends they had, the less sharing they did; same for Twitte
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HUBS
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Admirational strategies concentrate on highly visible, widely admired figures (athletes or performers) Groups of people that influence us -aspiration groups -identity groups
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Reference Groups
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groups that we admire and desire to be like
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Aspirational groups
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also also called associative or membership groups) = groups to which we currently belong
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Identity groups
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n "ordinary" people whose consumption provides informational social influence
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• Membership strategies focus
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• Collected by the investigator specifically for current purpose • Could be internally or externally collected • Examples: Surveys, Interviews, Focus groups, Observation, Experiments, etc.
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Primary Date
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•Secondary Data -Collected by someone other than the user for some other purpose -Already exists in market •External: large data sets (census, Gallup polls, etc.) •Internal: (company records, sales data)
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Secondary Data
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always collect secondary data first then turn to primary data
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General Rule of Thumb
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is a method of comparing two versions of marketing stimuli (e.g., webpage, social ad) against each other to determine which one performs bette **essentially an experiment where two or more variants of a page are shown to users at random, and statistical analysis is used to determine which variation performs better for a given conversion goal
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A/B testing
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1. control/manipulate the cause (independent variable) and hold "everything else" constant 2. random assignment -makes experimental groups statistically equivalen
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Requirement for A/B testing
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Objective: Test Hypotheses (Cause Effect) -Look at effect of independent variable (the variable you manipulate, or change) on dependent variable (the variable you're interested in measuring) -Different groups of consumers get different "treatments" (different versions of independent variable) -Helps determine CAUSALITY
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Experimental Research
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Relationship between two variables
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Correlation
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one variable producing an effect in another variable
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causation
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1) Correlation 2) Temporal antecedence 3) No third factor driving both your supposed cause and effect (somas called a lurking variable)
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3 Factors Necessary for Causation
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Exposure - we have the possibility of noticing the information Attention - the information has actually been recorded in some way; you notice the information
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Exposure vs Attention
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to extent to which processing activity is devoted to a particular stimulus
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Attention
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Selective- to a large extent, we decide what we want to focus processing resources on Divided - can focus on more that thing at a time Limited - we don't have infinite cognitive capacity
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Characteristics of Attention
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Voluntary Attention Involuntary attention
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Two types of attention
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Personal relevance (INVOLVEMENT) attention -If you want consumers to voluntarily attend to your message, it must contain information that is important and relevant to them.
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voluntary Attention
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Occurs when a consumer is exposed to something surprising -Marketers activate the orientation reflex by creating stimuli that stand out from the surrounding context
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involuntary attention
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• Good framework for thinking about opinion formation People process messages in 2 ways: -Elaboration is high: people make conscious effort to form/change attitudes Central-route processing -Elaboration is low: attitudes are based on tangential/superficial factors Peripheral route processing
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• Elaboration Likelihood model
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low thought Peripheral route
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low elaboration
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high though Central route
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High Elaboration
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Requires effort/active conscious thought • Form an opinion based on central cues: important, diagnostic information - Facts - Evidence - Examples • Thinking about these arguments requires careful, systematic, and effortful processing
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Central route
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Little effort • Form an opinion based on peripheral cues: easy-to-process, but unimportant information ? Source attractiveness ? Mood/positive feelings ? Message length/number of features/arguments (quantity over quality)
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Peripheral Route
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