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MKT1002 > Lecture 17 Social Media Marketing > Flashcards

Lecture 17 Social Media Marketing Flashcards

1
Q

What are 6 advantages of SMM?

A 
Targeted and personal
Interactive
Immediate and timely
Real-time marketing
Cost effective
Engagement and social sharing capabilities
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2
Q

What is SMM?

A

Social Media Marketing

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3
Q

How can SMM be interactive?

A

Engage in conversation with customers for both positive feedback and complaints

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4
Q

What is meant by real-time marketing?

A

Engage with customers anytime, anywhere

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5
Q

Why is engagement and social sharing capabilities and advantages of SMM?

A

It increases customer involvement with the brand

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6
Q

What are 5 disadvantages of SMM?

A 
Companies are still experimenting with social media
Social networks are consumer controlled
Social media campaigns can backfire
Revenge hashtags (bashtags)
Hard to meaure results
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7
Q

Why is it a problem that companies are still experimenting with social media?

A

It is not always clear what works and what doesn’t work

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8
Q

Why is it a problem that social networks are user controlled?

A

Consumers control what they engage with online

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9
Q

What happens if social media campaigns backfire?

A

Firms cannot control the narrative

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10
Q

What are advantages of TV marketing?

A

Good mass-marketing coverage
Low cost per exposure
Appeals to senses

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11
Q

What are limitations of TV marketing?

A

High absolute costs, high clutter, fleeting exposure, less audience selectivity

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12
Q

What are advantages of online, mobile and social media marketing?

A

Focus on individuals and customer communities, immediacy, personalisation, interaction and engagement capabilities, social sharing power, low cost

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13
Q

What are the limitations of online, mobile and social media marketing?

A

Potentially narrow impact

Difficult to administer and control; the audience usually controls the content and exposure

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14
Q

What are the advantages with newspapers?

A

Flexibility, timelessness, good local market coverage, broad acceptability, high believability

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15
Q

What are the limitations with newspapers?

A

Short life, poor reproduction quality, small pass-along audience

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16
Q

What are the advantages of direct mail?

A

High audience selectivity, flexibility, no ad competition within the same medium and high believability

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17
Q

What are the disadvantages of direct mail?

A

Relatively high cost per exposure

Junk mail image

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18
Q

What are advantages of magazines?

A

High demographic and geographic selectivity, credibility and prestige, high quality reproduction, long life and good pass along readership

19
Q

What are limitations of magazines?

A

Long ad purchase lead time, high cost and no guarantee of position

20
Q

What are the advantages of radio?

A

Good local acceptance, high geographic and demographic selectivity and a low cost

21
Q

What are the limitations of radio?

A

Audio only, fleeting exposure, low attention, fragmented audiences

22
Q

What are the advantages of outdoor marketing?

A

Flexibility, high repeat exposure, low cost, low message competition, good personal selectvity

23
Q

What are the limitations of outdoor marketing?

A

Little audience selectivity, creative limitations

24
Q

What are the two ways in which marketers engage with social media?

A

Use existing social media platforms

Create their own social media platform

25
Q

What do social media sites serve as?

A

Brand communities

26
Q

What is a brand community?

A

“A specialised, non-geographically bound community based on a structures set of social relationships among admirers of a brand. it is specialised because at its centre is a branded good or service…Brand communities are participants in the brand’s larger social construction and play a vital role in the brand’s ultimate legacy” (Muniz and O’Guinn, 2001, p412)

27
Q

How did the Blackberry social media campaign backfire?

A

In 2015 Blackberry tweeted an image of their newest phone from an iphone

28
Q

What are the advantages of niche/ special interest social media sites?

A

Consumers who follow niche social media communities are much more engaged

29
Q

What do niche/ special interest social media sites do?

A

They cater to the needs of specific, smaller communities

They are social media networks for people with similar hobbies and interests

30
Q

What can be potentially more critical than the content used by marketers?

A

Deciding which media to use for an ad campaign

31
Q

What should not be used in isolation?

A

SMM

32
Q

What should SMM be integrated across?

A

All platforms

33
Q

How should social media be conceptualised as?

A

“an ecosystem of related elements involving both digital and traditional media” (Hanna et al., 2011 p 265)

34
Q

How should SMM focus on platforms?

A

It should focus on each platform individually.

35
Q

Where is relationship in the social media matrix?

A

Customised message, profile based

36
Q

What is relationship in the social media matrix?

A

Allowing users to connect, reconnect, communicate and build relationships

37
Q

Where is collaboration on the social media matrix?

A

Customised message, content based

38
Q

What is collaboration in the social media matrix?

A

Allowing users to collaboratively find answers, advice, help and reach consensus

39
Q

Where is self-media in the social media matrix?

A

Broadcast message, profile based

40
Q

What is self-media in the social media matrix?

A

Allowing users to broadcast their updates and others to follow

41
Q

Where are creative outlets in the social media matrix?

A

Broadcast message, content based

42
Q

What are creative outlets in the social media matrix?

A

Allowing users to share their interest, creativity, and hobbies with each other

43
Q

What are the 10 basic needs for social media marketing?

A 
Autonomy
Competence
Relatedness
Physical thriving
Security
Self-esteem
Self-actualization
Pleasure-stimulation
Money-luxury
Popularity-influence
44
Q

What is buzz marketing?

A

Cultivating opinion leaders for brands

MKT1002 (17 decks)

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