Lecture 7: Social Media Frameworks

Question 1

What is the relationship between Brand Advocates and UGC?

Answer 1

User Generated Content (UGC) is more valuable in Brand Advocates because people trust UGC more than the brand/company itself

Question 2

What does the Traditional Decision Funnel look like?

Answer 2

The Traditional Decision Funnel:
- Trigger (Recognize that you have a problem, motivated to solve it)
- Consider (Look at all of the products/brands that can solve your problem)
- Evaluate (Compare all the brands/products)
- Purchase (make your final decision to buy)
- After-Purchase (Use the product, re-evaluate, repeat)

Question 3

What are the 4 I’s of Mobile Social Media?

Answer 3

I - Individualize activities to keep track of user interests and preferences

I - Involve users in engaging conversations

I - Integrate activites into users lives and avoid being a nuisance

I - Initiate the creation of UGC

Question 4

What are the 4 Ps of Transmedia? In other words, what should a good trans media storytelling campaign be?

Answer 4

Persistent - Media is coherent and tells a well woven story across all platforms

Pervasive - Multiple channels / platforms, social/digital/traditional

Participatory - Should stimulate the creation of User Generated Content.

Personalized - Should inlclude personalization options such as FB registerer