Social Media Marketing Unit 2 – Flashcards

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Social network community
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The relationship zone that focuses on maintaining relationships, conversations & collaborations are the main activities
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External social network
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Hosting several subcultures with in a larger social networking site. Open to people not affiliated with the sponsor site
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Internal social network
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Internal site build by a specific organization for own use & limited to members of an organization. Like the intranet that many companies provide to employees
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Social networking fatique
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The need to manage multiple community accounts as well as maintain the steady streams of content flowing from the multiple networks
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Fandom
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An online fan community supporting a brand
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Identity portability
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Single profile that provides access across many social networking sites with a single login & shared information
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Return of emotion
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Accesses the extent to which a brand has delivered a value in exchange for the emotional attachment fans have been awarded it
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Levels of engagement
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Emotional engagement Self identification Cultural competence Auxiliary consumption Production
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Emotional engagement
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The object is meaningful in the emotional life of the fan. Example relating to a character in a show
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Self-identification
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Fan identifies with like minded fans
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Cultural competence
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Critical understanding of the object, it history and its meaning beyond its basic functionality
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Auxiliary consumption
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Fans collect and consume related items and experiences beyond the basic object. Example buy clothes, mugs with brand logo
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Production
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Fans become involved in the productions the contents related to the object.
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Message internalization
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The process by which a consumer adopts a brand belief as his or her own
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Social ads
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Online display ads that incorporate user data in the ad or in the target of the ad and enable some form of social interaction
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Social engagement ad
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Contains ad including creative text and image along with an option courage the view to engage with the brand
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Earned reach
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Gained when people share positive brand opinions and branded content with others. Earned by word of mouth communications
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Participatory advertising
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Brands invite content fans by setting mandatory guidelines and specifications and possibly provide participants with selected brands assets like footage from prior commercials. Example user generated content. It engages the customer and helps spread the message by leveraging consumer networks.
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Content marketing
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Marketing technique of creating and distributing valuable relevant & consistent content to attract and acquire a clearly defined audience
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Call to action
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Direct request in a marketing message for a specific behavior. Example "Call now"
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Organic content
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Content that a person feels intrinsically motivated to prepare and share
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Incentivized content
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Content that is encouraged by the offer of an incentive. Like a chance to win a contest, receive free merchandise, earn cash.
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Counterfeit conversation
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When an organization plants content that masquerades as original material an actual consumer posted
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Sponsored conversations
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Paid consumer content, consumers are paid for their content creations. Brands actively seek people like bloggers, videographers and artist to participate in the campaign.
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Content value ladder
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Filler content Original content Authority building content Pillar content Flagship content
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Flagship content
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Seminal work that helps to define the phenomenon or shape the way people think about something for a long time.
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Sponsored links Paid links
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E-retailers paid to be sponsored listings that put them at the top of internet searches
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Organic listing
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Sites that do not pay to be listed. It is based on the search engines model of delivering relevant search results
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Golden triangle
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The space on the screen where listings are virtually guaranteed to be viewed
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Meta tag
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Code embedded in a web page. Meta keywords are located here. It can be seen by viewing the source code of the page.
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SEO Search engine optimization
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The process of modifying content, site characteristics and content connections to achieve improved search engine rankings
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SMO Social Media Optimization
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The process that makes it more likely for content on a specific social media platform to be more visible and linkable in online communities
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SEM Search Engine Marketing
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Form of online marketing that promotes websites by increasing the visibility of the sites URL's in search engine results, both organic and sponsored
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White hats
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Play by the rules, provide quality content best use of keywords
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Gray hats
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Take liberties with the SEO system. Use keyword density, duplicate content at multiple sites
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Black hats
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Manipulate the SEO system by utilizing several SEO tactics that are unethicial
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Keyword stuffing
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The insertion of a superficially large number of keywords throughout a sites content & tags
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Linkbaiting
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Careful crafting of webpage title that markets the content
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Three-way linking
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Linking their own sites to each other in sequence and then back to the original site.
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Plug ins
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Share tools that appear as clickable icons on a website and enable the view to bookmark or share the page with many social media sited. 3rd party app that plug into the main site and add functionality.
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Web crawlers
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Automated web programs called spiders & bots that gather information from sites that ultimately form the search engines entries
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Social music & television
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Digital media channels that are digitally connected, encourage participation and sharable
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Social entertainment
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Digital & social forms of media that are otherwise addressed by the entertainment industry
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Social games
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Games that are social, digital interactive and shareable online with one's network
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Core games
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Games that require extended lengths of time per game-play session, highly immersive and demand advanced skills for on going play, specific hardware & software requirements. Gamers value realism in contextual clues
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Casual games
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Games that require low level of entry, small time investment per session, easy to learn and readily available on line. Gamers value ease of use and immediate gratification
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Game platform
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The hardware system on which the game is played. Includes consoles like Sony Playstation, xbox, Nintendo Wii. Computers smartphones, handheld consoles like PSP and DS
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Game mode
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The way the game world is experienced. Single player/multiplayer, proximity of players/virtual proximity, real time/turn based play
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Game milieu
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Visual nature of the game. Science fiction, fantasy horror, retro
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Game genre
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Method of play, represented by the game market whether the games are casual, core or social.
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Types of game genre
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Simulation games Action games Role playing games RPG's Strategy games
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Simulation games
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Depict real world situations as accurately as possible Examples racing/flight simulations, SIM games
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Action games
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Performer chooses the action, the game excutes
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Role playing games
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Gamer plays a character role with the goal of completing some mission
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Strategy games
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Experts play to organize and value variable sin the game system. Example alternate reality games and puzzle games
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Types of in game advertising
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Display ads Static ads Dynamic ads
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Display ads
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Ads integrated into a games environment like billboards, movie posters & store fronts
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Static ads
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Hard coded into the game @ ensure that all players view the advertising
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Dynamic ads
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Variable ads that change based on specific criterial
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Advergame
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Game developed by the brand to deliver the brands message. This games are casual games and available online.
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Product placement
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The placement of a branded item in an entertainment property such as television program, movie or game.
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Transference effect
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When a brand benefits from their association with a successful game. Fans Love of the game = fans love the brand that they encounter in the game
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Social shopping
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The situations where consumers interact with others during a shopping event. It opens the door for others to influence out decisions
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Social commerce
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A subset of e-commerce that uses social media applications to enable online shoppers to interact & collaborate during the shopping experience & to assist retailers & customers during the process
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Methods of social commerce
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Online rating & reviews Shopping related apps Deal sites and deal aggregators Social shopping mails and storefronts
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Consumer decision process
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1. Problem recognition 2. Information search 3. Alternate evaluation 4. Purchase 5. Post purchase evaluation
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Zero moment of truth
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Consumers are influenced in several moments online prior to making the purchase decision
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Reviews
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Assessments with detailed comments about the product in question
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Ratings
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Scores generated by users that reflect assessments of attributes like perceived quality satisfaction or popularity on a scale
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Transparency
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Acknowledge opinions that were invited, incentivized or facilitated by the brand
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Popularity filters
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Filters that enable the shopper to show products by most popular, most viewed, most favorite or most commented
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Share tools
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Social software plug ins that enable easy sharing of products sold on a retailers website to social networks-example pinterest
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Shop together
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Marketers can partner with other sites that provide a digital shopping experience akin to the one you have face to face with friends. Brand offer referral discounts to referee when friend purchase from brand
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Social shopping portals
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Users share products the want, need, love with the network that links the buyer to the product page on the retailers website.
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Social commerce strategies
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Reviews and Ratings Transparency Popularity filters Share tools Shop together Social shopping portals
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Factors that influence buying
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Social proof Authority Affinity Scarcity Reciprocity Consistency
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Social proof
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Arrive at a decision by observing what those around us do in a similar situation. When many people select one option, we interpret this popularity as social proof and the choice is the right one
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Authority
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Persuades with the opinion or recommendation of an expert in the field. The expertise can be based on specific knowledge or personal experience with the product or problem. We tend to follow that persons advice
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Affinity
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Follow or copy those people whom they find attractive or desirable. By liking someone, we are more likely to say yes to their request or follow their belief and actions as our own
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Scarcity
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We instinctively want things more if we think we can't have them. Techniques include time-sensitive, limited editions, limited supply.
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Reciprocity
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Embedded urge to repay debts and favors whether or not we requested the help. Marketers encourage a specific brand to show locality to the brand over time. Sales techniques include: sampling, perceived gifts, birthday and holiday cards to clients
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Consistency
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People strive to be consistent with their beliefs, attitudes and past behaviors. Marketers use image ads, free trial periods, automatic renewals & membership offers
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