Lesson 3 Vocab Giselle Mendoza Flashcards
Behavioral Segmentation
groups people based on how they act and what they want.
Benchmarking
analyzing your social media performance metrics such as fan growth, the number of posts published, the number of interactions your content has received, average response time, etc. compared with competitors.
Brand butler
companies behavioral segmentation to develop services that assist consumers who have shown a high interest in their brand or products; to provide services around a main product or service to help consumers save time and take care of other issues more efficiently.
Brandjacking
the act of assuming or acquiring the online identity of a company, brand, or person.
Demographic Segmentation
groups people based on certain personal attributes such as: age, gender, marital status, # of children, ethnic backround, occupation, income, education level, social class, & religion.
Elevator Pitch
a short statement of what the company, brand, or product does to fulfill a need for a persona; should be interesting, short, & memorable.
Geographic Segmentation
groups people based on their location; can include international, national, regional, local, urban, rural, & suburban.
Persona
a fictional, perceived personality or a personal or public representation of a role; mask or character.
Positioning
where your product (item or service) stands in relation to others offering similar products and services in the marketplace as well as the mind of the consumer.
Profile Placeholder
is essentially used when a company sets up their Facebook page or Twitter account and then stays out of it.
Psychographic Segmentations
groups people based on their lifestyle; includes activities, interests, personality, opinions, & values.
Return on Engagement (ROE)
measures things like awareness, relationships, loyalty, and retention of customers, business partners, & employees; can be a better indicator for success.
Share of Conversation
it is the percentage of mentions the particular brand receives in relation to the broader conversation.
Social Media Audit
an orderly examination of social data to help you discover, categorize, and assess all the social conversations about your company, brands, and the competition on social media.
SWOT Analysis
stands for strengths, weaknesses, opportunities, & threats; helps you to identify your company’s internal strengths and weaknesses, and to examine external opportunities and threats.
