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SEM141 > Internet Marketing CHELSEA Week 9-11 > Flashcards

Internet Marketing CHELSEA Week 9-11 Flashcards

1
Q

What is blogging?

A
  • Online equivalent to writing in physical journal
  • News
  • Thoughts
  • Daily events
  • Focus on particular theme
  • Encourage social networking
  • Mostly text based limited imagery
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2
Q

Differences between journals & blogs

A

Journal- A daily record of news and events of a personal nature; a diary.
Blogs- Public, blogs can be commented upon.

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3
Q

What are 2 Common Blogger Tools/Websites & what do they provide?

A
  • Blogger
  • WordPress

They provide:

  • Simple interfaces for creating and publishing
  • Free accounts (with optional paid add-ons)
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4
Q

What are the 7 steps to publish a blog?

A
  1. Open account
  2. Select design template
  3. Set-up blog roll & blog categories
  4. Load content:
    - Written posts
    - Pictures
    - Videos
    - Music
  5. Create External links
  6. Proof read
  7. Post live
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5
Q

List and describe the 4 types of blogs.

A
  1. Media Blogs
    - Closely related to news & current events
    - Similar columns in major newspapers
    - Often run by journalists (on mainstream media blog or personal blog to give their own commentary on current news)
    - Other media blogs are run by individuals
  2. Business blogs
    - Run by companies or industry organisations
    - Provide industry insight, advice & updates
    - Establish company as an industry through leader or expert
  3. Personal Blogs
    - Maintained by individuals
    - Typically record events from their day-to-day lives e.g. dating, current events, family news, travel.
    - Don’t usually expect to gather large audience, written for family/friends
  4. Micro blogs
    - Shorter, snappier posts
    - Typically only a line or two
    - Quick glimpse into what the blogger is doing at that moment
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6
Q

Give an example of a blog search engine.

A

Technorati- Lets users scour the blogosphere for content.

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7
Q

What are the benefits of blogging?

A
  • Inexpensive & easy to start
  • Personal (human voice, conversational tone)
  • Helps increase credibility
  • Improve customer service
  • Support marketing campaigns
  • Expand/attract new audiences
  • Sensing pulse of the market
  • Increased visibility
  • Increase web & blog traffic
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8
Q

How can you create a successful blog?

A
  • Use great article titles
  • Maintain a friendly but brand orientated voice
  • Keep content relevant & focused
  • Invite comments & stand by the content
  • Don’t sell
  • Promote the blog
  • Don’t delete- once you write 21-54 blog posts your traffic increased by up to 30%
  • Engage with others & cross promote
  • Update content regularly
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9
Q

What are the pitfalls of blogging?

A
  • Lying
  • Ghost-writing
  • Sub-standard execution
  • Longevity
  • Representation
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10
Q

How is Facebook beneficial to business marketers?

A

It is a cost effective tool for small business

It lets business owners:

  • Expand their networks
  • Communicate with friends and potential customers
  • Share business information through status updated & noted, pictures and videos
  • Join network categories (schools, employers, geographic regions)
  • Add applications & surveys
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11
Q

What are the 15 ways to utilise Facebook?

A
  1. Build a Facebook page
    - Status updates to the wall
    - Post pictures & videos
    - Post links
    - Add notes
    - Other apps available (e.g. promotions app)
  2. Brand interaction
    - People ‘like’ a fan page 4x a month
    - Major brands experience a 0.01% interaction rate on their fan page
  3. Add events to calendar
  4. Make page interesting
  5. Provide Info
  6. Include Images
  7. Engage with users
  8. Be available
  9. Mobile Friendly
  10. Provide a link
  11. Keep things positive
  12. Build a Facebook App
  13. Promote page offsite
  14. Give people rewards for liking page
  15. Use FB advertising
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12
Q

What are some advertising targeting tools?

A
  • Location (based on IP address) up to 25 countries, but only 1 country at once
  • Gender
  • Age/Birthday
  • Likes
  • Interest
  • Workplace
  • Education
  • Relationship
  • Connections (MGM)
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13
Q

Explain CPC & CPM.

A

CPC= Cost Per Click.

  • Specify the maximum per click cost
  • Allocate daily budget

CPM=Cost Per Thousand Impression
-Set a cost for each 1,000 times your ad is shown

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14
Q

In terms of Twitter, what is Social Capital?

A

Social Capital= A measure of how influential a Twitter’s followers are. A high value indicates that most of the that Twitter’s followers have a lot of followers themselves.

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15
Q

What percentage of Tweets are from real people vs. businesses?

A

90% tweets by real people, 10% from businesses.

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16
Q

What are the 6 Twitter’s Ad Analytics metrics?

A
  • Impressions
  • Re-tweets
  • Clicks
  • Replies
  • Followers
  • Timeline
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17
Q

How many videos does the average person watch per month?

A

182

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18
Q

How long do consumers spend watching a video?

A

3 out of 5 people say 2mins.

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19
Q

How many people are less likely to return a product after viewing a video?

A

1 in 2 are less likely to return a product after viewing a video.

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20
Q

What percentage of the population says watching a product video makes them more confident in their purchase decisions?

A

52%

21
Q

How many unique visitors does YouTube have per month, and how many hours of video are watched per month?

A

More than 1 billion unique visitors each month.

More than 6 billion hours of video watched each month (50% more than last year, almost 1 hour per person on earth).

22
Q

In terms of a Social Media Tool, what are the 5 reasons for posting videos to video-sharing sites?

A
  1. Marketing
    - Expand viewership of TV commercials
    - Announce new products
    - Provide corporate overview
    - Engage audiences in online training
  2. Education
    - How To videos
    - Online classroom
    - Professor to student
    - Business to consumer
    - Business to business
  3. Fame
    - With video sharing, anyone can be a star (Harlem Shake)
    - Home videos
    - Skits
    - Music
    - Gimmicks
  4. Re-broadcast
    - Major TV networks use web to re-broadcast popular shows after the air on TV
    - Attracts more viewers to their show
    - Introduces shows to wider audience
    - Rapidly growing segment on online viewers (65% prefer online content to be professionally produced)
  5. Street journalism
    - Mobile phone capability creates amateur journalists
    - Upload direct from mobile to YouTube
    - Amateur news footage often gets national or international attention
23
Q

What are the benefits of marketing through videos?

A
  • Deeper more effective message (better engagement, better retention, showcasing the product)
  • Integrated and supportive of offline campaigns
  • Large audience
24
Q

What are 3 tips to be creative when marketing through videos?

A
  1. Be a member of your audience
  2. Be controversial (provoke reaction & engagement)
  3. Be topical (stories are conversations, they are often the most intriguing)
25
Q

What is the AEIOU rule for creating appealing video content?

A
  1. Authentic- Real people in real locations
  2. Entertaining
  3. Intimate- Stories/personal drama experiences
  4. Offbeat- challenge taboo or things that are strange/unpopular
  5. Unusual- Unusual content is more likely to be edited by other content creators, creating free advertising.
26
Q

Why do people share- What are the 3 types of physiological arousal?

A
  1. High arousal, positive = most likely to share
  2. High arousal, negative- less likely
  3. Low arousal, deactivating- unlikely.
27
Q

What makes something viral?

A

Word of mouth + Exponential growth= Viral Marketing.

  1. Word of mouth is the sharing of information about a product, promotion etc. between a consumer and a friend/colleague.
  2. Exponential Growth online is caused by social media.
  3. This equals Viral Marketing- “Electronic word of mouth in which some form of marketing message related to a company, brand or product is transmitted in an exponentially growing way, often through the use of social media apps”
28
Q

What are 4 ways to utilise YouTube?

A
  1. Establish either a User Channel (free) or a Brand Channel ($200,000 media spend per 1/4)
  2. Select your channel name (consider keyword searching)
  3. Use SEO best practice (keyword rich descriptions, titles, tags and linking)
  4. Craft the message (short 3-5min, and simple)
29
Q

What are the benefits of marketing with online photos and other images?

A
  • Showcases product, document offers, and influence buyer mood
  • Generate interest leading to sales
  • Pictures can be highly persuasive for potential buyers
  • Effective at driving web traffic
  • The cost, in both money and effort, is low
30
Q

What are some important things to think about when marketing with photo sharing sites?

A
  • Determine the target market
  • Consider the nature of the images to be offered
  • Carefully select the photos to upload
  • Market the content being posted through social networking
  • Include highly detailed tags that facilitate photo searching
  • Avoid taking material without permission or attribution
  • Acquire permission from people in photos
31
Q

What are some tips for businesses marketing through Instagram?

A
  • Maximize hash-tags (allows for search, use related words but not too many)
  • Seek out content about your brand
  • Share user reviews/experiences (gives brand authenticity, builds trust, ensure you credit their photo)
  • Create authentic content (avoid ‘fake’ highly photo-shopped images, “backstage” photos perform well)
  • Get creative with simple products
  • Create a promo
  • Enable location for geographic context
  • Share across other networks for exposure increase
  • Post regularly
  • Participate (Comment on pics, reply to questions, like others photos, follow)
  • Capture photo moments using a ‘street team’ within your organization
32
Q

What is Mobile Computing?

A

The use of portable wireless devices to connect to the internet.

Common mobile computing devices include:

  • Cell phones
  • PDAs
  • Smartphones
  • Tablet PCs
  • Netbooks
33
Q

On average, how many hours do Americans spend socializing on their mobile device per day?

A

2.7 hours per day.

That’s over twice the amount of time eating, and over 1/3 of the time they spend sleeping each day.

34
Q

What is the biggest age demographic using smart phones?

A

20-29 years old at 32%

35
Q

How has tablet ownership changed from 2010-2013?

A

In 2010, only 3% of people owned tablets, as of 2013 34% own tablets.

36
Q

In terms of mobile, PCs and Tablets, what devices usage dominates at what time of the day?

A

Mobile’s dominate early morning (7-10am), PCs dominate work hours/daytime (10am-5pm), while Tablets are most popular at night (5pm-12am).

37
Q

What is the average number of apps download per person, and what percentage of the population downloads this many?

A

28% of the population downloads 2-5 apps.

38
Q

What are the top 3 types of apps downloaded?

A
  1. Games (82% have)
  2. Maps (73% have)
  3. News/Weather (70% have)
39
Q

What is the average price people pay for apps, and what percentage of the population is this?

A

30% of people pay between $3-$6 per app.

40
Q

In terms of apps, what factors facilitate adoption (AKA downloading)?

A
  • Relative Advantage
  • Compatibility
  • Complexity (not too hard to learn to use)
  • Trial-ability (Trial before buy)
  • Observability/Communicability (Ease of communicating benefits to user)
41
Q

How are businesses participating in online social games?

A

Through:

  • Branded virtual goods
  • Incorporating offers & ads
  • Running campaigns that include virtual and real items
  • Creating their own branded social games
42
Q

What is a Gamercial and how is it used?

A

A Gemericial is a commercial placed within a game, e.g. in FIFA or GTA.

These an be done through:
1. Billboards=
-Should be presented in natural environment locations within the game
Passive advertising.
-Not involved with game play.
-Subtle placements are ineffective and doe not enhance brand recognition and recall.

  1. Product placement
    - More effective in aiding brand recall when the object is big and visible (eg car) but when smaller object (mobile phone), billboard placements are more effective
  2. Product integration
    - Game characters have a virtual experience with the product
    - Being exposed to brand information at the same time as they virtually experience an attribute , increases memory

(similar to marketing within films/TV shows)

43
Q

What is an Advergame?

A

A game designed around a product (e.g. Burger King/Hungry Jacks game)

44
Q

What is a location-based social network?

A

A social network where people can share their location with friends.

Nearly 1 in 5 smartphone owners access location-based social networks via their mobiles.

45
Q

How can a business market with location-based social networks?

A
  • Connect with consumers by offering deals & discounts
  • Offer loyalty coupons e.g. reward customers after a certain amount of check-ins
  • Customer check ins ‘socialise’ that business, their location & frequency of patronage by friend network.
46
Q

What is a QR code and why is it so useful?

A

A QR (quick response) code is a two-dimensional, matrix-style image readable by smartphones, QR scanners, and other hand-held devices.

It is useful because:
-Scanning a QR code eliminates the need to type in info on a mobile

-They provide a powerful way to link mobile computing with location-based marketing

47
Q

What is M-Commerce?

A

M-Commerce is using a mobile device to make purchases.

Australians have increased M-Commerce by 12x as of 2010.

48
Q

In terms of Twitter what is Social Reach?

A

Social reach= First order followers (second order followers is their followers + your followers)

49
Q

In terms of twitter what is Social Velocity?

A

Social Velocity= Number of new followers per day since establishing profile.

SEM141 (9 decks)

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