question

OTT vs SMS

answer

Social Messaging

question

is over the top messaging such as Whatsapp, Snapchat, Instant messaging

answer

OTT

question

is the same thing as texting

answer

SMS

question

when people are exposed to a persuasive message followed by a discounting cue (i.e., a low credibility source/a false tag), people tend to be more persuaded over time **It is a delayed increase of the effect of a message that is accompanied by a discounting cue.

answer

Sleeper effect Fake News

question

is the marketing of advertising, billboards, and commercial . It cost more and takes more time to reach people

answer

Traditional Marketing

question

this is an digital way to advertise It incorporates both a traditional and digital into one.

answer

Social media Marketing

question

social interactivity openness and &flexibility Fast-Paced flows of information Constant Innovation and Evolution

answer

Key Characteristics of Social Media

question

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.

answer

1. social interactivity

question

all people can participate and interact via social media

answer

(2) Openness

question

You can use it any time and any where. It comes in many forms such photos, videos, article.

answer

flexibility

question

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)

answer

(3) Fast-paced flows of information

question

One to one

answer

Narrow Casting

question

one to many

answer

Broadcasting

question

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.

answer

EdgeRank

question

TV, Magazine, direct Mail, Etc is any social media activity for which a company pays. (ex. social ads, boosted posts)

answer

Paid Media

question

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)

answer

Owned Media

question

Word of mouth is any social media activity that occurs in social media channels a company does not directly control.

answer

Earned Media

question

• 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

answer

Value in Strategic Planning

question

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.

answer

Strategic Planning

question

1. Trial Phase 2. Transition Phase 3. Strategic phase

answer

SMM MAturity

question

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

answer

Trial Phase

question

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

answer

Transition Phase

question

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.

answer

(3) Strategic Phase

question

one-off ploys designed to get attention and press coverage

answer

Stunt

question

shows the number of positive, neutral, or negative mentions on each media platform.

answer

a) Sentiment analysis

question

Indicates the number of Twitter followers, Facebook fans, LinkedIn group members, etc.

answer

Reach

question

Assesses response time to user comments on the company's social media properties.

answer

Average response time

question

Internal Environment and External environment

answer

SWOT Analysis

question

Refers to the strengths and weaknesses of the organizations the controllable elements inside a firm

answer

Internal Environment

question

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.

answer

External Environment

question

key aspects of the external environment

answer

Brand's competition

question

key aspects of the external environment

answer

SMART Obbjectives

question

The right person to get -The right content -At the right place -At the right time -In the right format -In the right language

answer

• Targeting in SMM

question

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

answer

• VALS

question

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.)

answer

• Behavioral targeting

question

targeting based on common or shared interest

answer

Interest Targeting

question

is an advertising technique which consists of reaching out an audience similar to an advertiser's customers.

answer

Look-a-Like Targeting

question

Charaterizes content bases on its originality and substance.

answer

Content Value Ladder

question

Information that people copy from other sources such as a retweet, Facebook shared post.

answer

Filler Content

question

is content that a person feels intrinsically motivated to prepared and share

answer

Original content

question

is typically made up of educational content that readers use over time, save, and share with others.

answer

Pillar Content

question

How-to Definition glossary theory list article

answer

Types of pillar content

question

Reach, Frequency, site Stickiness, Clickthrough Sales Conversion

answer

Metrics Examples

question

the average number of times someone is exposed to a message

answer

Frequency

question

the ability of a site to draw repeat visits and keep people on the site

answer

Site stickiness

question

the number of people exposed to an online ad or link who actually click on it

answer

Clickthrough

question

the number of people who click through who on to purchase a product.

answer

Sales conversion

question

part of the Metrics Framework Interaction with content

answer

Engagement

question

effect on the target audience

answer

Impact

question

suggest action to another user

answer

Advocacy

question

opportunity to attend to content

answer

Exposure

question

ability to change option or behavior

answer

infuence

question

Cost per thousand exposures - total cost for promotion/ # of exposure (impression)

answer

CPM

question

Cost per click Total cost for promotion/# of clicks

answer

CPC

question

Cost Per Result Total cost for Ad/ # of app download

answer

CPR

question

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.

answer

KPI Key Performance Indicator

question

Affinity Impulse Personal Utility impulse Immediacy impulse Curiosity Impulse Validation impulse

answer

Why do we participate in social networks?

question

Sense of belonging

answer

Affinity Impulse

question

Information seeking, incentive seeking, entertainment

answer

Personal Utility Impulse

question

sense of relief in that contact is without delay (sense of relief we feel from knowing others in our network are accessible)

answer

Immediacy impulse

question

following musicians on twitter

answer

Curiosity impulse

question

Feeding ones' own ego/ promoting the perfect life.

answer

Validation impulse

question

Nodes Ties Multiplicity Tie strength

answer

Key Properties for a social network

question

People ( Brand, Company, group, etc)

answer

Nodes

question

Relationship between pairs of nodes

answer

Ties

question

Different types of ties between pairs of nodes

answer

multiplicity

question

the intensity of ties between pairs of nodes.

answer

Tie Strength

question

Many factors can influence the macro diffusion/spread outcome

answer

Social Contigation

question

How well connected the people are who are doing the transmiting

answer

Social Connectivity (Hub)

question

How active are the people in transmitting info

answer

Social active (pump)

question

Online networks like Twitter and Facebook have a one-to-many broadcasting communication mechanism

answer

• Probability of a receiver retransmitting information

question

frequency of posting online

answer

Consider transmitter activity

question

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

answer

• Impact on participations

question

people we are close to (usually includes family, close friends, and co-workers)

answer

Strong ties

question

acquaintances or friends and family of our "strong ties"

answer

Weak Ties

question

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

answer

Likelihood of Activation

question

Needs to be accepted to meet soviet/groups expectations

answer

Normative

question

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

answer

Informational Social Influence

question

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

answer

Word of Mouth (WOM)

question

- 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.

answer

Influencer Marketing

question

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.

answer

WOM vs. Influencer marketing

question

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

answer

HUBS

question

Admirational strategies concentrate on highly visible, widely admired figures (athletes or performers) Groups of people that influence us -aspiration groups -identity groups

answer

Reference Groups

question

groups that we admire and desire to be like

answer

Aspirational groups

question

also also called associative or membership groups) = groups to which we currently belong

answer

Identity groups

question

n "ordinary" people whose consumption provides informational social influence

answer

• Membership strategies focus

question

• Collected by the investigator specifically for current purpose • Could be internally or externally collected • Examples: Surveys, Interviews, Focus groups, Observation, Experiments, etc.

answer

Primary Date

question

•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)

answer

Secondary Data

question

always collect secondary data first then turn to primary data

answer

General Rule of Thumb

question

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

answer

A/B testing

question

1. control/manipulate the cause (independent variable) and hold "everything else" constant 2. random assignment -makes experimental groups statistically equivalen

answer

Requirement for A/B testing

question

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

answer

Experimental Research

question

Relationship between two variables

answer

Correlation

question

one variable producing an effect in another variable

answer

causation

question

1) Correlation 2) Temporal antecedence 3) No third factor driving both your supposed cause and effect (somas called a lurking variable)

answer

3 Factors Necessary for Causation

question

Exposure - we have the possibility of noticing the information Attention - the information has actually been recorded in some way; you notice the information

answer

Exposure vs Attention

question

to extent to which processing activity is devoted to a particular stimulus

answer

Attention

question

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

answer

Characteristics of Attention

question

Voluntary Attention Involuntary attention

answer

Two types of attention

question

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.

answer

voluntary Attention

question

Occurs when a consumer is exposed to something surprising -Marketers activate the orientation reflex by creating stimuli that stand out from the surrounding context

answer

involuntary attention

question

• 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

answer

• Elaboration Likelihood model

question

low thought Peripheral route

answer

low elaboration

question

high though Central route

answer

High Elaboration

question

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

answer

Central route

question

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)

answer

Peripheral Route

Social Media Final SJSU – Flashcards

Unlock all answers in this set

Haven't found what you were looking for?

Search for samples, answers to your questions and flashcards