Lecture 2 Flashcards
The race to ROI: the key is to
enhance online social experience with
Engaging video content
Livestreaming events
1) Increased acquisition of new customers
2) Increased brand awareness
3) Drive conversions
the main reason for using social media
“Finding funny or entertaining content”
Which ads are most likely to drive purchases?
Useful and entertaining ads
Successful campaigns help create…
…connections between people, or moments of levity and fun
What % of people don’t think brands share interesting content?
68%
Baby boomers boom online
Increased use of social media, digital video, gaming and mobile payments
Increased adoption of online shopping
Increased use of social media, especially Facebook, for brand discovery
Take their hobbies online
Growing social savvy + buying power = opportunities
Social platforms seen as the most effective for reaching business goals?
1) Facebook
2) Instagram
3) LinkedIn
What channels do companies want to increase their investment in?
1) Instagram
2) Facebook
3) YouTube
Integrate social data into the CRM database that will allow you to…
… track social engagement with behaviors
Social performance marketing
Use social media to deliver measurable ROI
Full funnel approach
Attribution model
Purpose-driving Bold brands start in the ____ , not the frontlines of ____.
This helps build credibility.
boardroom, social
Motives for social media activities
1) Affinity
2) Personal utility
3) Contact, comfort & immediacy
4) Altruism
5) Curiosity
6) Validation
Social media marketing
a process that involves identifying opportunities for leveraging social interactivity among consumers in open and flexible social media environments with fast-paced flows of information.
Measured spread
how many times those links were
transmitted
Some Myths about Social Media:
#1-Social Media is Just a Fad #2-Social Media is Just for the Young #3-There is no Return on SMM #4-SMM Isn’t Right for This Business #5-Social Media is Free #6-Social Media can completely replace traditional media
Relying on any single social media channel
for any particular purpose would be
myopic and ineffective.
Key Properties of a Social Network
Nodes - any entities
Ties -relationships between pairs of nodes
Multiplicity- different types of ties between pairs of nodes
Tie Strength-intensity of ties between pairs of nodes
Interactions -behavior-based ties
Flows -exchange of resources, information, or influence among members of the network
Microblog topic networks
Polarized
crowds
Tight crowds
Brand
clusters
Community
clusters
Broadcast
networks
Support
networks
Social interactions result in the transmission of
information
from one node (the transmitter) to another node or nodes
(the receiver or receivers)
Focus on probability of a receiver
“retransmitting” info
Social Connectivity
The number of social ties a person has
Higher-connectivity nodes in networks are called
hubs
Hub seeding
Target high connectivity nodes in a network and plant a seed
(e.g., a product sample, or a message) in them
T/F
Hubs do not necessarily transmit information through their
social ties all the time.
T
The extent to which a social tie between two people is used
for communication or interaction is
the level of social activity
between those people.
Some research suggests hubs might be __ likely to transmit
information.
less
__ correlation between seeds’ #followers
(connectivity/hubs) and spread
No
__ __ relationship between seeds’ activity (pumps) and spread
Strong positive
Classifying Social Interactions
Impact on participants: weak vs. strong
Barriers to activation: low vs. high
Information would have a stronger impact if transmitted
through a __ tie
strong (vs. weak)
Dunbar’s number
the max number of relationships a person can maintain: 150
Barriers to activation refer to
the ease or difficulty of the social tie being activated in order for the social interaction to
occur
Strategic social media marketing planning should
consider how to break barriers to activation, for
example,
deliberately encourage positive social
activity, and if so, how to do it.
Two Things A Consumer Has To Do
- Decide whether or not to
transmit (talk or not?) - Decide what to transmit (what do
I say?)
Talk triggers?
Remarkable
Repeatable
Reasonable
Relevant
