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final Flashcards

1
Q

when should you respond to user comments/feedback

A
  • authentic problems
  • factually inaccurate comments
  • negative comments
  • question with a large audience
  • positive feedback
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2
Q

when should you not respond to user comments/feedback

A
  • if the commentator is clearly baiting you

- not a worthwhile investment

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3
Q

basic principles of handling user comments/feedback

A
  • respond quickly, accurately and professionally
  • be transparent and accessible
  • treat perceptions as a fact
  • acknowledge mistakes and fix problems
  • don’t be defensive or make public confrontations
  • respond publicly but deal with details privately
  • follow up and follow through
  • ensure that publics are your first priority
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4
Q

how does following industry news help you create content

A
  • being plugged in with news and trends related to your industry helps create relative and timely content
  • checking feeds everyday allows you to find tons of content ideas
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5
Q

how does monitoring social conversations help you create content

A
  • social media gives real time feeds
  • shows what your prospects are talking about
  • listening helps you find good hooks for content
  • seeing questions about the same product allows you to create content to answer those questions
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6
Q

how can one get coworkers/organization involved in content creation

A
  • ask them to write occasional blog posts about their job functions
  • interview them and post short videos to share their expertise
  • invite them to give short presentations or answer questions in webinars
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7
Q

what does it mean by repurposing content

A

adapting, reusing, modifying and republishing content into other formats

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8
Q

what is evergreen content

A
  • covers topics that are always interesting to your audience regardless of seasonal trends, economic conditions or other external factors
  • include ideas for saving time or money, personal health and fitness advice, how-to articles and inspirational articles
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9
Q

what are the benefits of evergreen content

A
  • help fill holes in content calendar
  • valuable asset for inbound marketing
  • drive traffic to your site
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10
Q

10 tips to create killer content

A
  1. follow industry news
  2. monitor social conversations
  3. recruit a team of content creators
  4. keep a content backlog and style bank
  5. repurpose content
  6. take your video camera everywhere
  7. write annual and “best-of” features
  8. conduct original research
  9. look beyond your industry and audience
  10. keep a list of evergreen content
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11
Q

what is a press release

A
  • communication material
  • shares newsworthy information with a target market
  • key PR tool
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12
Q

why are press releases useful

A
  • cheap and wide reach
  • gain credibility
  • help journalists find newsworthy stories
  • create a newsroom section on your website
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13
Q

what are the main components of a press release

A
  • media contact (person in charge of media relations and their info)
  • headline (factual, descriptive)
  • lead paragraph (dateline, address the 5 W’s, concise)
  • body copy (opening body paragraph, elaborate on 5 W’s)
  • body copy (add details to support your claim, stats and quotes)
  • boilerplate (short description of the company)
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14
Q

what can you write press releases about to reach buyers directly

A
  • anything your organization is doing

- examples are CEO speaking at a conference, winning an award, adding a product, etc.

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15
Q

why are links in press releases important

A
  • the press release may be delivered by feeds or on news outlets other than your own
  • links point to a specific offer or to a page with more info
  • allows your buyers to link from the press release content into specific web content
  • drives them to the sales process
  • using inbound links can increase the ranking of your site
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16
Q

why is a buyer persona important in a press release strategy

A

a prospect is more likely to enter the sales cycle by clicking a press release that talks about solving their problem

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17
Q

what are the tangible goals press releases help realize

A
  • sell products
  • generate leads
  • secure donations
  • get people to join
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18
Q

what are the intangible goals press releases help realize

A

contributing to an organization’s positive reputation

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19
Q

how can marketers drive people into the sales process with press releases

A
  • marketing professionals understand that sales and marketing work together to move prospects into the sales pipeline
  • press release content drives people into and shortens the sales cycle for any product, especially ones that have many steps and take a long time to complete
  • understand your sales in detail
  • segment your prospects
  • create thought out leadership content to sit at the top of the sales funnel
  • provide content that is compelling enough to get people to participate
  • measure and improve
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20
Q

how does the new news cycle contrast to the old news cycle

A
  • press releases are now in real-time and focus more on online, direct delivery than through print
  • value of media has shifted to adding context to the news and identifying trends
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21
Q

what may you want to do if the media writes about your organization

A
  • link it to your site
  • purchase the online and print reprint rights for the article
  • promote it to your buyers
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22
Q

what is influencer marketing

A
  • form of marketing
  • focus is placed on influential people rather than the target market as a whole
  • identifies the individuals that have influence over potential buyers
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23
Q

what is influence

A

ability to change how others think or act

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24
Q

who is an influencer

A

someone with the ability to drive others to take action, alter behavior or change opinion

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25
Q

3 dimensions of influence

A
  • influencers: drive other people to your brand in a positive manner
  • advocates: fans of the brand who are loyal but may not be as popular or vocal as influencers
  • detractors: think and post negatively about your brand
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26
Q

what are some major goals influencers help marketers achieve

A
  • establish authority
  • increase exposure, awareness and word of mouth
  • build trust
  • drive business
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27
Q

how can marketers leverage influencers to establish authority

A
  • demonstrate credibility and thought leadership
  • serve as an expert on products and services
  • author posts on company blog
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28
Q

how can marketers leverage influencers to increase awareness

A
  • stimulate buzz
  • generate inbound traffic
  • establish SEO (search engine optimization) visibility through content creation
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29
Q

how can marketers leverage influencers to build trust

A
  • have conversations with your community
  • build customer relationships
  • address the concerns of detractors
  • provide favorable and honest perceptions
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30
Q

how can marketers leverage influencers to drive business

A
  • move community members through the purchase funnel
  • test new products and provide honest feedback
  • reach out to your community and solve problems and generate leaders
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31
Q

how to find industry influencers–both media and non-media

A
  • social listening
  • uncovering influencers
  • ranking your influencer list
32
Q

how to find industry influencers through social listening

A
  • listen to the conversation happening in your community
  • uncover the concentration of discussions
  • determine where you should engage with communities
33
Q

how to find industry influencers through uncovering influencers

A
  • check who is sharing content and who is active
  • search on LinkedIn
  • see if they will be speaking at industry events
  • check out twitter lists
34
Q

how to find industry influencers through ranking your influencer list

A
  • find detailed info about your influencers, including their social media identities
  • ensure they’re influencing your target audience
  • look at klout for their influential topics and ensure they’re relevant
  • if they’re customers, look them up in your CRM system and talk to your account team
35
Q

how to connect and build relationships with influencers

A
  • reciprocation
  • commitment and consistency
  • social proof
  • liking
  • authority
  • scarcity
36
Q

how to connect and build relationships with influencers through reciprocation

A

offer freebies, insider information, etc.

37
Q

how to connect and build relationships with influencers through commitment and consistency

A
  • quote the influencer indicating their love for your brand

- they will want to stay true to their opinion

38
Q

how to connect and build relationships with influencers through social proof

A

if they have participated in your effort, call it out

39
Q

how to connect and build relationships with influencers through liking

A
  • make communications personal

- be enthusiastic

40
Q

how to connect and build relationships with influencers through authority

A

use proper communication techniques to establish credibility

41
Q

how to connect and build relationships with influencers through scarcity

A
  • thought of missing out incites people

- offer limited-time sneak preview, limited edition or limited quantity

42
Q

tips for pitching an influencer

A
  • introduce yourself and establish credibility
  • play by the rules
  • do your research, read up on candidate and find a way to make it personal
  • compliment, and make it authentic
  • keep messages short and get right to the point
  • let them be themselves. don’t tell the person exactly what to do, but provide clear expectations and examples demonstrating what you’re looking for
  • include a why statement. make it clear why this person should care
  • offer an incentive
  • provide all contact info needed to make a decision. the candidate shouldn’t have to do any research to comply your request
  • always follow up if you don’t hear back the first time
  • once participation is confirmed, send a thank you message and summarize next steps
43
Q

how to deal with detractors

A
  • talk with them
  • shows you value their concerns and learn from their feedback
  • if you make changes they want, let them know and thank them for their input
44
Q

how to engage influencers beyond a one-time outreach campaign

A
  • reciprocation
  • surprise and delight
  • keep them in the loop
  • check in periodically
  • plan blogger/influencer appreciation events
45
Q

10 tips of effective slide use

A
  1. keep it simple
  2. limit bullet points and text
  3. limit transitions and builds (animation)
  4. use high quality graphics
  5. have a visual theme, but avoid using powerpoint templates
  6. use appropriate charts
  7. use color well
  8. choose your fonts well
  9. use video or audio
  10. spend time in the slide sorter to ensure the presentation flows well
46
Q

3 main actors in online advertising

A
  1. consumers: site visitors
  2. publishers: media, websites, social media
  3. advertisers: businesses, non-profits
47
Q

how is online advertising considered a type of strategic communication

A

the decisions are strategic and not random

48
Q

common online advertising models

A
  • PPC/CPC
  • CPM
  • CPA
49
Q

PPC/CPC

A
  • pay-per-click/cost-per-click

- amount you pay for each click on a specific ad

50
Q

CPM

A
  • cost-per-(thousand)impression

- amount you pay for a set of impressions

51
Q

CPA

A
  • cost-per-action

- amount you pay for a desired action

52
Q

what is click-through rate (CTR)

A
  • a percent

- the number of clicks divided by the number of impressions

53
Q

what is an average CTR of online advertising

A
  • static ads: 0.10 percent

- flash ads: 0.09 percent

54
Q

best advertising practice tips

A
  • determine goal
  • target specific, but not too specific
  • high-quality image
  • color contrast
  • value
  • call to action
55
Q

what are some main goals of email marketing/how are emails used for marketing

A
  • gaining more leads
  • inform and educate your audience
  • renew relationships with existing clients
  • introduce your offerings or enhance your brand and reputation
  • gain more sales
56
Q

what types of email marketing messages fit well with the goals of email marketing

A
  • product or service announcement
  • e-newsletters
  • offer emails
  • event invites
57
Q

why is the email an effective marketing tool

A
  • permission-based and not interruption-based

- direct line of communication and personal

58
Q

what makes email marketing effective

A

when implemented correctly, a strategic email marketing plan can expand sales and build loyalty

59
Q

how do you keep emails out of spam folders

A
  • don’t use the terms buy now, free, credit, offer and act now
  • avoid suspect subject lines such as punctuation, words in all caps or more than 55 characters
  • avoid messy HTML codes and large attachments
  • avoid an uneven ratio of text to images
  • avoid cheap email marketing software currently used by spammers
60
Q

what is the CAN-SPAM act

A
  • signed into law in 2003
  • enforced by the federal trade commission
  • limits the number of unsolicited emails sent every day
61
Q

what are the key legal requirements of the CAN-SPAM act

A
  • avoid untrue or misleading content
  • make sure the subject line represents the message
  • tell recipients who you are and where you are located
  • define opt-out procedures and make it easy to unsubscribe
62
Q

what does opt-in mean

A

a credible email list is made up of contacts that have chosen (opted-in) to receive emails

63
Q

how can you ensure a good open rate (MailChimp article)

A
  • personalizing subjects, marking appropriate emails as urgent and thanking your recipients are things more likely to increase open rates
  • choosing words wisely when soliciting donations or reminding recipients of upcoming events can minimize the number of unopened emails
  • a single word’s presence can dramatically alter the open rate
64
Q

why is setting expectations important

A

you can go back and analyze to see if you met your benchmark

65
Q

what is an infographic

A

a visual image such as a chart or diagram used to represent info or data

66
Q

how can an infographic be used in online marketing strategy

A
  • helps you tell a story
  • easily shareable
  • brain processes visuals faster than text
67
Q

what are the common types of infographics and the ways to use them

A
  • visualized article: uses compelling visuals to demonstrate a process (how-to)
  • flowchart: shows a series of choices in a decision process to reach certain action
  • number-crunch: presents large quantities of data in easy to understand formats
  • timeline: shows a series of key events that occurred over a chronological time period
  • compare/contrast: illustrates notable similarities or differences
  • geographic: displays data with a location map
68
Q

what are some effective ways to promote an infographic

A
  • share on social media and locate the right influencers
  • make it easy to embed
  • submit to directories
  • create a video or article to accompany it
69
Q

what is content curation

A
  • collecting existing content created by others
  • sort through a large amount of content
  • add value
  • present it as a story
70
Q

how does content curation help save time for others

A

you dig up the good blogs, awesome sites and killer posts while presenting it all in one place

71
Q

what are the four benefits of a good content curation strategy

A
  1. improves your relationship with the sites whose content you shared
  2. grows your authority on a subject
  3. adds quality content to your site or timeline and creates a great resource for others
  4. you save time from creating content yourself
72
Q

what is the 5-3-2 rule of social media content

A

for every 10 posts:

  • 5 of them should be content from others
  • 3 should be content from you
  • 2 should be personal, non-work related
73
Q

curation process

A
  • find: build your go-to list of unique, exquisite content sources
  • read: read each intriguing article to see if it’s worth sharing
  • save and share: collect the best articles and share on social media in a blog post or newsletter
74
Q

curation tools

A
  • content sources
  • organization
  • publishing
75
Q

what are the benefits of creating interview-based content

A
  • introduces perspectives of others
  • great way to address common questions your target audiences have
  • makes content vivid, compelling and persuasive
  • time-efficient to produce this type of post
  • helps build relationships with others
  • can make for a greater reach
76
Q

general process of conducting an interview

A
  • identify a target audience
  • decide a theme
  • come up with questions
  • decide a role for the interview post
  • brainstorm a title
  • get photos
77
Q

types of questions to ask in an interview

A
  • 1 or 2 opening questions (ice breaker, casual)
  • 1 or 2 introduction/transition questions (transition to main subject)
  • 3 to 5 key questions (directly concern the theme of the interview)
  • 1 end question (final thoughts)

mc 4002 (1 decks)

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