Chp 16: social and mobile marketing Flashcards
LO1: explain social media
content distributed through online + mobile tech to facilitate personal interactions
LO1: explain 4E framework
different way of thinking about marketing communications
LO1: list 4Es
1) excite customer with relevant offers
2) educate them about offering
3) help them experience products, directly or indirectly
4) give them adequate opportunity to engage with their social network
LO1: 2 points to excite customer with relevant offers
1) Relevancy can be achieved through personalized offers, which can be determined through info obtain through CRM and/or loyalty programs
2) Locational based software + applications can bring offer to customer when they are in process of making purchase decision
LO1: 2 points to educate them about offering
1) Educate customer about value proposition + communicate offered benefits
2) Developing sustainable competitive advantage by overlapping benefits product provides with benefit customer requires
LO1: 3 points to help them experience products, directly or indirectly
1) Show how products work, how to use them, where they can be obtained
2) Youtube etc can simulate real experiences
3) Trial run for products like one chapter of ebook
LO1: 3 points to give them adequate opportunity to engage with their social network
1) With engagement comes action, the potential for relationship and loyalty + commitment
2) Positively engaged consumers are more profitable
3) Negative engagement can be more damaging
LO2: 3 objectives of social media
1) members promote themselves to gain more friends
2) site promotes itself to get more members
3) outside companies promote products to appeal to potential customers active on the site
LO2: 3 types of social media
1) social networking sites
2) media sharing sites
3) thought sharing sites
LO2: 4E of social networking sites
Good way to create excitement (first E)
LO2: 5 points to social networking sites
1) Example: facebook, linkedin, snapchat, google+
2) On facebook, company can post updates, photos, videos, engage about info, products, events, promotions that may be exciting to customers
3) Only followers of page has access to info, so company can specifically target fans
4) With snapchat, can create account and share content with followers
5) On linkedin, firms can build brand rep, keep an eye on and get info about competitors, identify best vendors
LO2: 4E of media sharing sites
4E: firms can use to highlight how consumers can experience goods and encourage consumer to engage with firm, its other social media and other consumers (strong Experience + strong engage)
LO2: 3 points to media sharing sites
1) Example; youtube, instagram
2) Can be used for customer service too by monitoring tweets
3) Can post instructional videos and do video contests
LO2: 4E of thought sharing sites
4E: effective at educating and engaging users, and can enhance their experience with products being discussed (strong educate, strong engage, 1 experience)
LO2: examples of thought sharing sites
Example: blogs, twitter (microblogs)
LO2: 3 points to blogs (thought sharing sites)
1) Blogs: educate consumer about offering, engage by responding to customer comments
2) Corporate blogs have high control because they can control content posted and pepper with messages they want consumer to see
3) Firms often offer free products to top rated professional bloggers in hopes of getting good review. Less control with this though. But consumer trust blogger reviews more than corporate blogs and traditional ads
LO2: 3 points to twitter (thought sharing sites)
1) educate consumers and engage through 2 way communication. Can also act as rapidly spread, international complaint forum.
2) Overcommunication can also have negative effects on brand.
3) Problem - ownership of twitter replies. If too many people have control, message can get muddled. If only few people in charge, can be overwhelmed by amount of tweets.
LO2: 3 types of media
1) paid media
2) owned media
3) earned media
LO2: define paid media
Use of paid ad channels to deliver brand’s message and/or drive traffic to owned or controlled properties
LO2: role and tactics of paid media
Role: create awareness, drive traffic and jumpstart owned, earned and shared efforts
Tactics: engagement ads, display ads, email, tv, print, radio, paid influencer outreach
LO2: define owned media
Media, content, assets and community platforms partially or wholly owned and controlled by brand
LO2: role and tactics of owned media
Role: platform to house robust brand content + create long term relationships/engagement with customers
Tactics: pre existing social properties, social links on websites, email database
LO2: define earned media
unique brand presence on established channels gained through editorial influence other than ads
LO2: role and tactic of earned media
Role: expand reach + credibility of brand’s message in trusted channels
Tactics: word of mouth, influencer outreach, blogs, social engagement
LO2: 1 point to earned media
Firm ‘earns’ visibility
LO3: 7 motivations for using mobile apps
1) need for me time
2) need to socialize
3) need to shop
4) need to accomplish
5) need to prepare
6) need to discover
7) need to self express
LO3: 2 points to need for me time
1) About entertainment and relaxation, being unproductive and setting aside time for oneself
2) Use phones to watch tv + movies, playing games, reading
LO3: 1 point to need to socialize
Stay connected with friends through social media
LO3: 3 points to need to shop
1) Can shop, compare prices, create grocery lists
2) Showrooming - enables costumes to scan product in store and instantly compare price online to see whether better deal is available
3) Consumers want to shop when and where they want
LO3: 1 point to need to accomplish
For busy lives, phones help manage activities + goals like managing finances, increasing overall health, improving productivity
LO3: 2 points to need to prepare
1) As lives get busier + faster paced, need to keep organized and make quick decisions
2) Includes calendars, trip planners, flight trackers
LO3: 2 points to need to discover
1) Fulfill need for info, knowing what’s going on around us, open mind to new ideas
2) Often through news + weather apps
LO3: 1 point to need to self express
Consumers have diverse interests + tastes and have a need for apps tailored to hobbies and passions
LO3: 4 app pricing models
1) ad supported apps
2) freemium apps
3) paid apps
4) paid apps with in app purchases
LO3: explain ad supported apps
Free to download but place ads on screen when using program
LO3: 2 points to freemium apps
1) Free to download but include in app purchases (micro purchases to enhance app or game)
2) May be best pricing model
LO3: 1 point to paid apps
Charge up front price to download app but offer full functionality once downloaded
LO3: 1 point to paid apps with in app purchases
Pay initially to download app and offer ability to buy additional functionality
LO3: 4E of mobile applications
strong excite and 1 engage
LO4: 3 components of social media strategy
1) listen to what customers have to say
2) analyze info available through various touchpoints
3) do (implement social media tactics to excite customers)
LO4: 2 points to step 1: listen to what customers have to say
1) Firms can learn about consumers by listening to what they say on social networks, people provide opinions about anything about interests and purchases
2) sentiment analysis
LO4: define sentiment analysis
- an analysis of online content to determine favourability or unfavorability
LO4: 3 points to sentiment analysis
1) Collect data on consumer comments about companies + products
2) Data is analyzed to determine customer attitudes + preferences, reactions to products and IMC campaigns
3) Reacting to these attitudes allows companies to counteract negative opinions, maybe influence those perceptions and win customer loyalty (through online corporate responses for example)
LO4: define hits
total number of requests for a web page
LO4: define page views
number of times any web pages are viewed by visitors
LO4: 3 steps of step 2: analyze info available through various touch points
1) determine amount of traffic using sites, visiting their blogs or tweeting to them. Measures for this include hits, visits to particular site, unique visitors to site, page views
2) learn who visitors are, what they are doing, what engages + excites them
3) analyze data from other sites like where people have come from to get to company’s site, like did they use google, receive referral, which keywords use
LO4: step 2: 4 metrics to use for learning who visiters are, what they are doing, what engages + excites them
1) bounce rate
2) click paths
3) conversion rates
LO4: step 2: explain metrics
use bounce rate to analyse which pages are most frequent exit + entry locations to make website more effective, can use click paths to provide users with easier navigation experience through site so they can find that they are looking for. Clicks paths + conversation rates can also reveal what users might have wanted but not found on site
LO4: define bounce rate
% of times a visitor leaves a site almost immediately
LO4: define click paths
shows how users navigate through a site
LO4: define conversion rates
% of visitors to a site who click, buy or donate
LO4: metric to use for step 2: step 3: analyze data from other sites
key word analysis
LO4: define keyword analysis
determines which keywords visitors to a site use to find it
LO4: explain keyword analysis
Using keyword analysis can refine websites by using keywords on their sites that customers use
LO4: 5 types of analytic
1) content
2) social
3) mobile
4) conversion
5) advertising
LO4: explain content analytics
Understand what’s popular and what’s not on firm’s website including page load times and site navigation
LO4: explain social analytics
Track effectiveness of social media programs including info on social media referred conversion rates and engagement metrics
LO4: explain mobile analytics
Track website access from mobile devices, track which ads direct people to a firm’s app, understand what mobile platform performs best
LO4: explain conversion analytics
Moving beyond page views + visitor counts, measures sales, downloads, video plays, or any other important action to firm
LO4: explain advertising analytics
Track effectiveness of social, mobile, search and display ads; divide ad effectiveness by device, platform or type
LO4: 2 steps to step 3: do (implement social media tactics to excite)
1) Firms need to use social media connections to increase their business
2) Need to move consumer up purchase decision hierarchy from awareness to purchase to loyalty
LO4: 5 steps in implementing social media campaign
1) identify strategy and goals
2) identify target audience
3) develop campaign: experiment and engage
4) develop budget
5) monitor and change
LO4: 2 points to step 1 in implementing social media campaign: identify strategy and goals
1) What it hopes to promote and achieve through its campaign
2) Awareness of product? More potential customers on social media pages? Increasing sales?
LO4: 1 points to step 2 in implementing social media campaign: identify target audience
Find big enough audience to reach those who might adopt product without benign so big that company tries to appeal to someone way outside its target audience
LO4: 5 points to step 3 in implementing social media campaign: develop campaign: experiment and engage
1) Develop communication, including copy + images
2) Not different from other IMC campaign
3) Should be clear and compelling call to action
4) Strong, eye catching images and designs are important
5) Images + messages need to be updated almost constantly. People expect changing content online
LO4: 1 points to step 4 in implementing social media campaign: develop budget
Demand review - if competitor lowers price significantly, may want to consider to follow suit to avoid being excluded from consumer consideration set
LO4: 1 points to step 5 in implementing social media campaign: monitor and change
Review success of campaign and make changes as necessary
LO5: what do brands attempt to do
Brands attempt to build awareness, develop loyalty and exert an impact
LO5: 3 measures of individual social media effectiveness/equity use metrics
1) social reach
2) influence
3) extended network
LO5: define social reach
of people a person influences
LO5: 1 point to social reach
Eg # of people in social media network
LO5: define influence
extent to which person influences others
LO5: 1 point to influence
Eg. how much do people in person’s network read that person’s content
LO5: define extended network
influence of person’s extended network
LO5: 1 point to extended network
Cumulative # of members
LO5: 2 points to marketing yourself using social media
1) You are held accountable for everything you do to enhance social influence, be careful with what you post
2) Several firms like Klout devise metrics to assess one’s social media network impact
