SMM exam

Question 1

SM definition

Answer 1

online means of communication, conveyance and collaboration and cultivation among interdependent and interconnected network of people, communities and organizations

Question 2

digital change

Answer 2

horizontal revolution, flows of information no more top-down, co-creation of content with customers = loss of marketer control and customer empowerment
tidal wave of information about every subject
more and more complicated
consumers have less and less time
informational value decrease to the benefit of entertainment value

Question 3

Definition marketing + 5Ps

Answer 3

marketing is the activities, set of institutions and processes of creating, communicating, exchanging and delivering offerings that have value for customers, clients, partners and society at large
product, price, promotion, place, participation
social media marketing = use of social media technologies, channels and softwares

Question 4

SM Zones and their uses

Answer 4

social communities : building brand, consumer-relationship, promoting presence, marketing research ➩ paid = ads ; owned = controlled profiles ; earned = conversations, shared content, impressions and engagement, influence
social publishing : blogging, sharing branded content, advertising, reshaping ➩ paid = endorsement, branded channels in media sharing ; owned = corporate blogs, brand controlled MSS
social entertainment : enabling play, branding entertainment ➩ paid = ads in game ; owned = advergames ; earned = in game interactions
social commerce : buying and selling, servicing, managing, converting to transaction ➩ paid = sales, promotions ; owned = social storefronts ; earned = reviews and ratings, recommendations, social shopping

Question 5

Organizational structures (5)

Answer 5

central : central group supervise the small units business, funnel up the social strategy, specially for industries with heavy regulations about their communication strategy. + = coordinated, consistent customer experience ; - = inauthentic
organic : large companies where control is difficult to enforce, different sets of employees who are not directly connected to each others. Encourage a blogging culture for all employees. + = authentic, close to customers with centralized resources. - = not coordinated, inconsistent
coordinated / hub and spoke : central group helps to provide equal experiences to other business units. One hub set rules, best practices, procedures but business units can undertake own efforts. + = holistic experience to customers with centralized resources. - = costly, executive support and programs management needed. Most companies.
dandelion : each business units may have semi-autonomy but with a tie to a central group. Similar to coordinated but across multiples brands and unit (e.g Unilever). + = individual freedom, common experience is shared. - = requires constant communication, ++ cultural and executive buy in, dedicated staff.
honeycomb : each individual in the organization is socially enabled yet in a consistent, organized pattern. Everyone is in customer service and supports employees who wants to be socially enabled. Employees = ambassadors of the brand, can speak on behalf of it. + = tap in entire workforce. - = executive must let go, communication ++

Question 6

Marketing plan and the 4 aspects

Answer 6

Marketing plan = written and formal plan about the product, pricing, promotional, distribution strategies
situational analysis : internal and external environment, SWOT
setting objectives
marketing strategies : select target markets and positioning, product strategies, pricing strategies, promotional strategies, supply chain strategies
implement and control : action plan, responsibility, time line, budget, measurement and control

Question 7

Different marketing phases and steps

Answer 7

trial phase = experimental use of social media platforms ; transition phase = still trying but with social activities which are less random, appearance of a systematic way of thinking ; strategic phase = reliance on a formal process to plan social media marketing activities with clear objectives and metrics 
Situational analysis and SWOT
Objectives 
Targeting the audience 
Select the social media channels and vehicles 
Decide on the hashtag strategy 
Consider influencer marketing 
Develop content strategy 
Execute and measure the campaign

Question 8

Special features of SM for B2B

Answer 8

smaller and different target groups
social media platforms = additional instrument
long buying process
high financial risks
long term customer relationship
can : help raise awareness, increase traffic, communicate, customer loyalty, lead generation, employer branding

Question 9

Segmentation of the market

Answer 9

geography (region, country, market size, market density, climate)
demographics (age, gender, income, ethnic background…)
psychographics (lifestyle, personality, perception)
behavior (in which communities do people participate? what activities do they engage online? what role social technology play in their lives?)

Question 10

Different types of user gorups

Answer 10

creators = create content by publishing on blogs, web pages etc
conversationalists = talk thought social media, update status
critics = react to content, interact socially, create «augmented content», rating, reviews, comment
collectors = efficient and organized users of social content, use RSS feeds, vote for websites online, add tags
joiners = maintain profile
spectators = consume content of others but keep own identity at distance
inactives

Question 11

Why are technographcs important

Answer 11

It helps you understand the needs of your target audience and to adapt your strategy/find tactics that fit target user group. The goal is that the strategy match how the target market uses social media. The focus should be put on creators + try to reach joiners and collectors.

Question 12

Customer targeting in B2B (groups and needs)

Answer 12

There are users which are the one needing and using the product, they are more demanding and rational than regular customers. They need testimonials of other users, insights into instructions and technical data, counseling via chat.
Procurement = the group of people that gets and rates offer, they have broader needs than users. It represents a lot of responsibility and risks because the product must be cost-effective, compatible, sustainable and safe. They thus need cost comparison and efficiency calculation.
Decision makers = CEO or CTO. They need short non-technical but strategic information. Emphasis on the long-term impact.

Question 13

Customer personas

Answer 13

Customer personas are archetypes of individuals that are at the center of a business target market. A persona is a composite sketch of a key segment of your audience. It helps deliver content that will be most relevant and useful to the audience. Based on psychographic information (values and motivations) as well as demographic information (age and location). You need to know what experiences will motivate your target audience to engage more with your content.
Demographics, background, social media use, goals, challenges, how we help

Question 14

What are passive and active participation and what are their effects on one’s well-being?

Answer 14

Passive participation in social media is the consumption of content, mainly scrolling through friends/news feeds, browsing the web without uploading own content. It has mostly a negative impact on one’s well-being : less satisfaction in life, reduced happiness, increased envy, social loneliness, depressive symptoms
Active participation in social media is the creating and uploading of content : posting, sharing, commenting and liking. It has a positive impact on well being : increase life satisfaction, subjective happiness, self esteem, reduced loneliness

Question 15

Anatomy of envy on FB

Answer 15

There’s an unprecedented amount of informations shared on SNS, people easily share verbal and visual content, they have large numbers of friends through which they can reach other people. People spend more time observing than producing content on FB.
«Similarity» with friends = you may make new friends thanks to current friends bc you have sth in common e.g you went to the same high school/come from the same small town
There’s an exaggerated positivity as people only upload content to impress peers and be socially accepted, negative feelings or conflicting views are rarely shared
The shared content is supposed to be relevant = people are interested in seeing it, people portray themselves under their «best features»

Question 16

Hashtag and leveraging them

Answer 16

Specific label or metadata tag that is used on social networks and related to a theme, location or specific content which makes it easier for people to search and find content or messages.
People can leverage them by creating some and using them creatively in their business, they should also look at the popular trends in their niche, use them to participate in conversations, share them with a broader group than just their followers.
Branded hashtag = the one specific to your brand = unique (company name, tagline, name of products or campaigns) help in creating a brand identity. Community driven one work best.
Always use 4 or 5, use both ones of narrow scope and broader scope, be brief = memorable, easily understood, not open to multiple interpretztions, not already in use => communication tool for everyone

Question 17

Influencer marketing, process, pitfalls and risks

Answer 17

A form of marketing in which the focus is placed on specific key individuals rather than the target market. Theses users are viewed as knowledgeable sources of information. When doing influencer marketing, a company must identify the individuals that have influence over potential buyers and orientate marketing activities around these influencers. WOM is a core part of the mechanics of influencer marketing. Lately, the importance of micro influencers (30,000 followers) has increased. Indeed, as an influencer’s total number of followers increase, the rate of engagement with them decreases (SUM/Nb of posts x nb of followers). Micro-influencer enable more proximity and trust with followers, they’re more invested, you can pay them less = cost-effective
Different steps: create a seed list of targets (microinfluencers who know the business and would shop there, use hashtag, look for contribution + local) ; watch members of the seed list ; maintain and refine seed list continuously ; develop relationship with influencers (transform influential fans into advocates, let them tell a story, long-term campaign)
pitfalls : micro influencers = young, little experience, can advertise in non authentic and inappropriate context, close cooperation = guidelines are required, time consuming
Knowledge of the legal situation is key + responsibility of the influencer = transparency ++, truth in advertising : clear and conspicuous disclosure, no false or misleading statements, necessity of disclaimer (separation and labeling of advertising), requires compliance and contractual obligations

Question 18

Content strategy

Answer 18

Having a specific strategy for the content you share is key. It’s needed to be of quality and interactive e.g story telling/non-related sales or educational content as people actually want to watch, read and listen to it, it is way more effective and efficient than traditional advertising.
The content published by the brand should create engagement and relationships = guiding consumers through a sales funnel : aware ; engaged ; converted ; purchased
Helps generate more leads. You have to create smth of value (= non related sales) then create a platform for collecting names and addresses and then promote and advertise.
Decide on the allocation between content creation and content curation

Question 19

Brand voice

Answer 19

The reflection of your brand values that supports communication across marketing channels. It is important as it appear as authentic and improve and ensure recognition.
Gather a representative sample of your content, describe your brand voice in 3 words, create a brand voice chart.
It has to be community driven

Question 20

Content creation and curation

Answer 20

content creation = process of creating your own content form scratch and marketing it to followers. + = the content is yours, key for brand identity = reflects your brand and its voice, generate leads and traffic. - = time consuming, risk to appear self focused
content curation = process of resharing existing information that you’ve gathered with your followers. Gives possibility to join a conversation, lighter and easier activity, can be used to fill in the gaps in the original content. + = building relationships, save time, appear as an expert, learning more about the audience, helps avoid boring self focused content. - = low control over the content and the message, low level of personnalisation and brand self expression + certain stigma attached to it (stealing content)

Question 21

WOMM

Answer 21

actively influenced or encouraged by organizations (e.g. ‘seeding’ a message in a networks rewarding regular consumers to engage in WOM, employing WOM ‘agents’).
3 ways to ‘manage’ WOM : 1.) Build a strong WOM foundation (e.g. sufficient levels of satisfaction, trust and commitment), 2.) Indirect WOMM management which implies that managers only have a moderate amount of control (e.g. controversial advertising, teaser campaigns, customer membership clubs), 3.) Direct WOMM management, which has higher levels of control (e.g. paid WOM ‘agents’, “friend get friend” schemes)
an alternative to information overload
you should avoid issues, identify and engage influencers + make WOM integral part of your digital strategy
talk trigger = something you choose to do differently in your business that customers notice and talk about. Every customer can discover this story and recruit new customers by talking about it. To be successful, a talk trigger should 1) be remarkable (worthy and interesting) ; 2) be repeatable (available to anybody) ; 3) reasonable (different enough but not too much) ; 4) relevant (fit in the context) ; 5) generosity ; 6) responsiveness ; 7) empathy ; 8) usefulness ; 9) attitude
STEPPS framework : social currency (measure in which one shares the brand or information about the brand as part of everyday social life at work or home) ➩ triggers (link to sth external in the environment) ➩ emotion ➩ public ➩ practical value (useful and timely information) ➩ stories (carry over the message)
Key aspects of story telling : customer must be the hero and the brand appear as a guide, brand express empathy and establish authority (testimonials, statistics, awards). 1) state the problem ; 2) offer a solution ; 3) describe the reward (role of emotions = how does the customer feel, what transformation)

Question 22

Visual strategy

Answer 22

Photos, videos, illustrations and infographics are core to how brand story is communicated. Such content receive more views and engagement.
1) stay consistent = recognizable 2) authenticity = native content 3) social presence, triggering a feeling of closeness 4) choose the right image
Grunt test = someone look at the website for 5min and then answer the following questions : 1) What does my organization offer? 2) How will it make your life better 3)What do you need to do to buy it or get started?

Question 23

Try to define privacy

Answer 23

It can be seen as a concept or as a right. It is a value that is complex and entangled in competing and contradictory dimensions, various and distinct meanings. Here are some definitions from the literature : 1) the right to be let alone 2) limited access to self 3) secrecy 4) control over personal information 5) personhood 6)intimacy

Question 24

Different types of users regarding privacy

Answer 24

privacy fundamentalists : attach a high value to privacy; high level of distrust, resistant to privacy erosion
privacy pragmatists : strong feelings of privacy, medium to high level of distrust, desire to protect themselves, weigh benefits and losses, willing to allow access if they understand the reason
privacy unconcerned : no real concerns about their privacy and low level of distrust

Question 25

Attitude-behavior dichotomy

Answer 25

People claim they are concerned about privacy, ready to protect their information and yet disclosure loads of informations while being online
We can find 3 explanations to this privacy paradox 1) users as rational agents (privacy calculus perspective) ; 2) irrational agents (subjective factors, uncertainties = limited information and psychological distortions = bounded rationality, optimistic bias) ; 3) problems of measurement = bias due to survey design

Question 26

4 types of harmful activities

Answer 26

Info collection ( surveillance, interrogation) 
Info processing ( aggregation, identification, secondary use, exclusion)
Invasion ( intrusion, decisional interference) 
Info dissemination ( Breach of Conf ; Disclosure ; Exposure ; Increased accessibility ; Blackmail ; Appropriation ; Distortion

Question 27

Social media policy

Answer 27

organizational document that explains the rules and procedures for social media activity for the organieation and its employees. Standards of conduct, dislcosure requirements, standards for posting

Question 28

Identifying the need of audience

Answer 28

• Maslow’s hierarchy of need : self-actualization , esteem, love/belonging, safety, physiological
• extrinsic benefits = money and time savings, self enhancement, social adjustment
• intrinsic benefits = pleasure, novelty/adventure, altruism etc