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Social media 1 Flashcards

1
Q

What is social media

A

Computer- mediated tools that allow people to create, share or exchange information, ideas and pictures, videos to a community

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2
Q

Academic social media definition

A

Internet-based applications that build on the ideological and technological foundations of web 2.0 that allows for the creation of user generated content

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3
Q

UGC- user generated content?

A

Various forms of media content that are publicly available and created by end users

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4
Q

Web 2.0

A

how the internet is changing.

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5
Q

Web 1.0

A

The first interaction with the internet. Focused on companies’ content producer

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6
Q

Social media is different than other forms of media. How?

A

Email is different than social media. SM allows for social interaction
Openness and flexible- open to everyone. Types of information can be shared

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7
Q

4 P’s of marketing

A
  1. creates (product)
  2. Communicates (promotion)
  3. Delivers (place)
  4. Exchange (price)
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8
Q

Ways marketers use social media

A

using social media to manage profitable customer relationships

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9
Q

Understanding the marketplace and consumers needs and wants

A
  • new product development
  • marketing research
  • SM customer insights data
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10
Q

Creating a consumer-centric marketing strategy

A

segmentation
targeting
positioning

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11
Q

preparing a value-driven marketing program

A
  • 4p’s
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12
Q

Strengthen customer relationships

A

giveaways, service recovery, costomer relationship, brand personality

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13
Q

total reach

A

total number of people

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14
Q

Audit

A

A tool to keep track of our social media.
is there other accounts pretending to be ours?
Tracks progress over time
Purpose: provide managers with a “birds eye view” of what the brand is currently doing across all SM platforms

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15
Q

impressions

A

amount of times it has come up on one persons feed

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16
Q

Strategic planning

A

a process of identifying goals and objectives
Deciding how to accomplish these goals with strategies

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17
Q

Strategic process: 1. situational analysis

A

external analysis
Product category
competitors

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18
Q

strategic process: 2. Goals

A
  • broad category that you want to achieve using social media
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19
Q

Characteristics of our audience

A
  • Understanding audience characteristics has been the cornerstone of marketing for decades
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20
Q

Geographic segmentation

A

Segmenting markets by region, country, marketsize…
Ex. Geo-fencing- real time locations, apps, content creates are shown in closest proximity (best places to eat near you)

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21
Q

Demographic segmentation

A

Using common demographic characteristics to group similar consumers

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22
Q

Melbourn metro

A

Dumb ways to die
Increased in following by 2 mill
saw a decrease in 21% of railroad deaths

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23
Q

psychographic segmentation

A

slices up the market based upon personality, motives, lifestyles
ex. behaviors, you like snowboarding so that will come up.

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24
Q

behavioral segmentation

A

divides consumers into groups based upon how they act with brands.

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25
Q

influential segmentation

A

divides consumers on the degree to which a person influences the decision of others.
follower counts, persuasive characteristics

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26
Q

Social networks

A

A group of socially relevant nodes connects by one or more relations (ties)

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27
Q

nodes

A

social enteties, people, organizations

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28
Q

ties

A

relationships among the nodes (people or members)

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29
Q

measuring the importance of nodes: degree centrality

A

assigns an importance score based on the number of links held by how many nodes they have

30
Q

Between centrality

A

Measures the number of times a node lie is on the shortest path between other nodes

31
Q

closeness centrality

A

scores each node based on their closeness to all other nodes within the network

32
Q

Identity building

A

understand who we are, who will we become

33
Q

social connection

A

people use social media to connect and interact with others

34
Q

Infotainment

A

people get their news and entertainment from sm

35
Q

Audience persona

A

model that describes our typical customer off of detailed research. this is NOT a real person ex. avitar

36
Q

renting platform

A

establishing a presence on a 3rd party social platform

37
Q

buying

A

creating our own property social media platform (company owned blog)

38
Q

Platform audit

A

A tool helps understand interworkings of SM. risks and benefits

39
Q

Macro-network- platform audit

A

site that broadcasts real identity ex. facebook

40
Q

Micro-networks:platform audit

A

focus on private messaging ex. whats app

41
Q

content community-platform audit

A

Based on sharing specific content ex. insta, youtube

42
Q

Audience of platform audit

A

who uses the platform+why
- Geographic, demographic, psychographic, influence
- identity building, social connection, infotainment

43
Q

Content in platform audit

A

what kind of content do users create?
what content forms (ex. video, text, photo, gif)

44
Q

Engagement: how do users engage on platform

A

most understand actions (ways of endorsing or sharing content) norms
rules that govern behavior on their site
do you heart things (insta), repost things, tweet things…

45
Q

brands utilize they cites brand integration

A

assess the number of brands that are using the platform.
Investigate brands that are having success on the platform and brands

46
Q

Platform fit test

A

after audit, evaluate if the platform fits the audience and goals

47
Q

3 major considerations of platform fit test

A
  1. audience connections
  2. brand association
  3. goal alignment
48
Q

Brand

A

Name, symbol, slogan… all fit into the brand elements to stand out “we are different and this is why”

49
Q

Brand equity

A

financial or value of brand- differential impact of brand knowledge on consumers response to marketing efforts

50
Q

Importance of brands on social media

A

at its core, the brand is a promise of a distinct product, service, or experience

51
Q
  1. brands need to attract attention
A
52
Q
  1. Facilitating two-way communication on SM
A
53
Q
  1. Communicating our positioning
A
54
Q
  1. Brands help to move consumers from SM to other brands
A
55
Q

Brand portfolios

A

all the brands managed by the organization

56
Q

Brand portfolio strategy

A

specifies the structure and scope, rules, and interrationships

57
Q

3 brand portfolio structure

A
  1. house of brands
  2. branded house- everything they sell is under one name
  3. house blend- (coca-cola) other products are using their name, but they also have different products on their own.
58
Q

Master brands

A

the corporate brand

59
Q

Family brand

A

more than one product category
can be the same as master brand but not always

60
Q

individual brand

A

one product category

61
Q

Assessing the portfolio

A

Organizations can arrange and organize a social brand with 2 dimensions

62
Q

first dimension of assessing the portfoilo

A
  1. within the platform
    - create a social brand portfolio system to avoid overlap and inefficiencies on a specific platform
63
Q
  1. Across platform
A

create a social brand portfolio system that focuses on how each of the platforms can support one another

64
Q

within platform analysis

A

brands- disney, walt disney, animation studios, disneyland
Franchises- beauty and the beast, toy story, piretes of Caribbean
characters- mickey mouse, dory, winnie the pooh…

65
Q

managing a social brand port. when to add brands

A

Unique purpose
Compliments existing brands- doesnt duplicate
have resources to manage

66
Q

when to drop brands from SM

A
  • overlap= duplication
  • platform fatique- stopped growing
  • inefficiecies= the platofrm is not helping achieve goals
67
Q

Brand personality

A

the set of human characteristics associated with brand “Absolut vodka is hip, cool “ this old vodka is “intellectual, conservative, older man”

68
Q

Voice

A

what the brand says

69
Q

Behavior

A

How the brand acts and interacts

70
Q

design

A

how the brand looks

71
Q

exercise: Imagine the brand as a person

A

what would our brand look like (if it was human)
how old what it be
what would be its hobbies…

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