Social media marketing ch 10,11,12 – Flashcards
Unlock all answers in this set
Unlock answersquestion
Social network site
answer
Is an online service on which members can establish relationships based on friendship, kinship, shared interest, business advantage, or other reason.
question
What does social networking sites facilitate?
answer
Facilitates these interactions by letting members build public or private profiles, specify who can connect with them, and share their connections with others.
question
Virtual community
answer
Focuses on building relationships using discussion boards to converse about topics of shared interest.
question
What was the result of the coke story?
answer
Coca cola flew the boys in and showed them coke. They let the guys still be involved with the Facebook page.
question
When marketing with social network sites, what should you do?
answer
First, decide on goals & objectives that should be achieve. Next, know who the audience is and where to find them. Different sm platforms attract different people.
question
Facebook is a
answer
Business to consumer platform
question
LinkedIn is a?
answer
Business to business platform
question
What is the key of social media?
answer
It is not just about creating a page but keeping up with the content.
question
What are some advantages/ benefits of marketing with social media networks?
answer
• finding talent • building brand awareness • finding new customers • helping conduct brand intelligence and market research.
question
What tactic will build you brand loyalty?
answer
Engaging with users to create an emotional connection.
question
What are 5 linkedIn profile mistakes?
answer
1. Poor engagement 2. The "blah" headline 3. The wrong category 4. The "who cares?" Summary 5. Ignoring critical profile areas. Ex: guy drinking a two corona margarita.
question
Poor engagement
answer
The best profile tells a story of you.. Who you are, what you have accomplished, and why it is of value to connect with you. Ex: guy with a ton of work titles
question
The "blah" headline
answer
Your headline should do a good job of reflecting, not just what you do for a living, but who you are professionally. Ex: get a six pack fast.
question
The wrong category
answer
Think "narrow" when choosing your category.
question
The "who cares?" Summary
answer
People read your summary to learn more about what you can do for them.
question
Ignoring critical profile areas
answer
Tell people why there is value in contacting you and add your business phone and or email address so they can contact you.
question
White label social media
answer
Is an online service that shares many, if not most, of the characteristics of a public social network like Facebook, with the key difference being the white label is privately run by a corporation or non profit organization.
question
What are the advantages of white label social network?
answer
• ability to customize features to suit their user base. • provide much more detailed info to administration. • employees or customers who already have a relationship with the company and people within it are less likely to leave the platform or become inactive.
question
What are the disadvantages of white label social network?
answer
• establishing and maintaining it is very time consuming and requires a lot of capital investment. • company staff may have to do much of the work in stimulating convos and providing content until the community becomes self sustaining. • drawing in new members can be difficult unless the brand has a large public recognition already.
question
Microblogging
answer
Is a form of blogging, with the main difference being significant limits on the length of posts, typically consisting of short sentences and links.
question
What is an example of a microblog?
answer
Twitter
question
Are social networking sites like Facebook, LinkedIn, Google buzz, & yahoo pulse a type of microblog?
answer
Their microblogging aspect is the status updates.
question
What are the two main purposes of microblogging?
answer
1. To convey information 2. Is to start a discussion or to participate in an on going conversation.
question
What are the six different types of tweet categories?
answer
• classic tweets • opinion tweets • mission accomplished tweets • entertainment tweets • question tweets • picture tweets
question
Classic tweets
answer
"This is what I'm Doing now."
question
Opinion tweets
answer
"This is what I'm thinking now."
question
Mission accomplished tweets
answer
"This is what I've just done."
question
Entertainment tweets
answer
"I'm making you laugh now."
question
Question tweets
answer
"Can you help me do something now."
question
Picture tweets
answer
"Look at what I've been doing."
question
Mass follow strategy
answer
Strategy in which one follows lots of other profiles and hope they decide to follow you back.
question
What is the advantage of mass follow strategy?
answer
Quickest way to gain followers.
question
What are the disadvantages of mass follow strategy?
answer
•Follow 50k you maybe get 2k to follow back. • twitter implemented rule, blocks users from following more than 2k profiles unless they're also being followed by a similar number. • most users to follow back automatically will usually be mass marketers & spammers, they'll never read your posts.
question
Equal ratio strategy
answer
Which aims to keep the profile'a following and follower counts as close to equal as possible. (Follow people who seem like they'll follow back)
question
What is the advantage of equal ratio?
answer
Strategy avoids twitter's imposed ratio.
question
What is the disadvantage of equal ratio?
answer
Is that this approach is very slow to get off the ground.
question
Targeted follow strategy
answer
Strategy in which you first search for and follow a few profiles with similar interest, make some mentions to increase the chances of being followed back, and then choose which of your followers to follow back.
question
What is the advantage of targeted follow?
answer
You will get a more precise audience that will be most likely to follow you back and be interested in your content.
question
What is the disadvantage of targeted following?
answer
It's not the fastest way of gaining twitter followers.
question
How to use twitter for building brand personas?
answer
Harry's- shaving, co-founder Jeff Raider Persona: forward thinking; male, knows about the products he uses, goes hiking on weekends, works in an office.
question
Why is twitter a useful channel in building brand personas?
answer
• twitter search • twitter targeting
question
Twitter search
answer
• search for people who are the type of persona • they can share with friends with similar interest/ persona.
question
Twitter targeting
answer
• from location to gender.
question
What are tips for brand building with twitter?
answer
• search to gather information • know the audience • customize the profile page • tweet content
question
When searching to gather info, what should you do?
answer
Start using twitter by looking up the brand'a name, the competition, & what is being said about each.
question
Know the audience
answer
With it's easily search database of faces attached to personal interest and hobbies, provides an optimal arena to study & develop different user personas
question
Customize the profile page, what does a good profile page provide?
answer
It will help to develop a solid following.
question
Tweet content is the best when?
answer
When it is interesting, fun, and valuable!
question
Why is creating value so much more complex?
answer
Because it must be both timely and relevant.
question
What are the suggestions for long term twitter success?
answer
• self promote cautiously. • choose optimal tweet times • respond to questions • gather feedback • provide unique value
question
To distinguish oneself from the crowd of advertisers, what should you focus on?
answer
Focus on relationships first. - do others favors, providing links or mentions, & they may reciprocate.
question
What is the optimal tweet times?
answer
Mid week, mid day. Tues, wed, thurs
question
By responding to users question...
answer
Providing useful information, you can build a brand'a rep. And thought leadership. You can create a sense of closeness.
question
If someone provides feedback for your post what should you do?
answer
Thank them! If they are not thanked they are left feeling unappreciated and might not offer feedback later.
question
What is an example of providing unique value to consumers?
answer
By offering special deals only available online to twitter followers (or fb follower, etc.)
question
Gathering feed back is what kind of relationship with users?
answer
A give and take relationship and can aggregate into a powerful machine for gathering input and information.
question
Virtual world
answer
Is an online community where users can interact with one another and create and use objects. Involves a computer based simulated environment that is interactive & often three- dimensional where users can move around and interact with each other. A user in a virtual world usually takes the form of an avatar. Ex: world of war craft, farmville
question
What are some opportunities with virtual communities?
answer
• virtual goods • brand placement • advertising • selling
question
What is an example of virtual goods? How is it used?
answer
Clothing companies let you try clothes on with an avatar.
question
What is an example of brand placement and advertising?
answer
• AD integrated into the world and may appear as a billboard on a virtual street.
question
What is an example of selling goods in the virtual world?
answer
Brookstone virtual store fronts where users can renter virtual stores and shop with their money and get it shipped at home.
question
What is another way a company can use the virtual world?
answer
Ex: P&G has a presence in second life. It includes a replica of their global headquarters and use it for virtual meeting in virtual conference rooms, for education and marketing purposes.
question
Why do members join and follow discussion boards?
answer
It provides them with useful information or entertainment.
question
What are some good benefits of marketers participating on discussion boards?
answer
• by observing discussion forums & asking the right questions, you can get product research, market analysis, & focus group information with little or no cost. • ask open-ended questions to draw thoughts from as many sources as possible. • people love sharing ideas and suggestions on discussion boards.
question
What does an articles success on a social news site depend on?
answer
The title of the article.
question
Many having a good title,
answer
An article will get more viewer ship and has a greater chance of being voted up to appear at the top or front page of a website.
question
What company implemented and goes a great job of ranking up or down articles?
answer
Digg, they were the first.
question
Q&A sites (question & answer)
answer
Lets people pose questions and receive answer's back from anyone willing and (hopefully) knowledgeable to reply.
question
What are types of popular Q & A sites?
answer
Ask.com, answers.yahoo.com, answers.com, & quora.com
question
Review site
answer
Is a service that lets people post opinions about brands, companies, products, and servcices.
question
Examples of review sites?
answer
• amazon • angie's list (membership)
question
Review sites as a tool for social media marketers
answer
• most sites have explicit guidlines that bar overt marketing. • tell past customers to made a reviews but refrain from influencing rating results. • if you influence rating results there are some serious consicuences. • better to stay out of it.
