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Digital Marketing Applications > social media marketing > Flashcards

social media marketing Flashcards

1
Q

What is Social Media?

A

A group of internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content (Kaplan, 2010).

  • fundamentally user-generated content
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2
Q

what is meant by the idealogical aspect of social media? (3)

A
  1. Crowd sourcing
  2. Crowd funding
  3. self regulation through liking things and sharing (danger here is manipulation)
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3
Q

What falls under the technological foundations of web 2.0 in social media? (3)

A
  1. Broadbands (without it, no social media as it requires content all the time, people are always connected)
  2. Apps
  3. Mobile
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4
Q

What is Social Media encompass? (7)

A
  1. Communication models:
    - one to many: (twitter: the megaphone, trump)
    - many to many: Facebook (many communicate)
    - one to one: one company communicating with one person etc.
  2. Types of users:
    - lurkers (twitter)
  3. the crowd: is the people, democracy
  4. Authenticity: are you dealing with real people and content? or is it bots or autogenerated content? (
  5. social media versus (linkages) social networks: social media can play loads of role in the value chain (customer service and marketing).user generated content, ranking, comments/
  6. challenges of gaining attention: live in attention economy. many brands and logo, people switch of. makes the above important.
  7. large growth evidenced by data: statista and mintel is good for that
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5
Q

What does the range of social media applications imply for companies? (2+ex)

A
  1. Has allowed for greater customer service from companies like: Argos on twitter, tier changes on youtube.
  2. Customers prefer to use this due to convenience and speed (enquiries on social media)
    e. g. gym shark: use social media from the beginning
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6
Q

How did Gymshark build their success? (6 points)

A
  1. Dot com brand founded in 2012
  2. Targets millennials
  3. Gave freebees to influencers, famous body builders who spread the word
  4. Then contracted 18 influencers with 20 million followers
  5. Held events where customers could meet the influencers
  6. Made extensive use of all sorts of social media: (initially heavily on instagram)
  7. instagram: 2.9 million, Facebook: 1.6, Twitter: 200K, Pintrest 290K
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7
Q

What entitles paid media in social media? (2)

A
  1. Social Media influencers: payments to influencers direct or through an intermediary (AWIN)
  2. is there brand compatibility, do they use the brand?
  3. Ads of any types
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8
Q

What entitles owned media in social media? (4)

A
  1. Use of own assets: favours big brands as they have wide access to customer interactions
  2. Harder for online-only firms: have to be more clever and use more advertising
  3. MC firms should use all of their assets (till receipts)
  4. Consistency (across all earned media, e.g. John Lewis twitter account)
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9
Q

What about owned influencers? (2)

A
  1. Vertical integration

2. ASOS bring them into the firm, more control and greater structure

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10
Q

What entitles earned media in social media? (7)

A
  1. Generation and sharing of content about you
  2. Can move between the types of media
  3. Strategic: can facilitate or it can be independent (grey area here)
  4. Think about measuring influence (standard metrics, shares etc)
  5. Idea of authenticity
  6. PR is massively important (getting the word out in sustained way)
  7. Still legal issues
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11
Q

Is it social or commercial (fun or functional?) (2)

A
  1. People use Facebook for fun: gaming-based (farmville) , why gamification has been significant = useful for fun rather than functional
  2. Harder for finance, electricity unless you can create a fun aspect around it.
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12
Q

Give an example of where firm faces failure in social media?

A
  1. British Gas faced abuse on Twitter
    - such firms should generally stay away from social media
    - those type of companies are not liked (because customers have to purchase products and their is lack of competition)
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13
Q

Give an example of where firm faces success in social media?

A
  • Net a porter, fun and utilitarian purpose (people share the content)
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14
Q

what is paid facebook targeting? (7)

A
  1. Usually seen as a starting point
  2. Ad managers are used to run campaigns across the facebook platform
  3. custom audience
    - advertiser responsibilities (GDPR)
    - Website Visitors (FB pixel, a code for tracking)
    - App activity
    - Engagement across fb sites
  4. Offline Activity
  5. Connection targeting (e.g. friends of those connected to your page, network)
  6. Look alike audience: idea of collaborative filtering
  7. useful tool for expansion:
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15
Q

How is instagram used for marketing purposes? (7)

A
  1. Estimated 7 billion worth of instagram ads in 2018
  2. Big video platform
  3. Fits very well with fashion, fitness, Beauty
  4. Has standard ad formats
  5. High brand engagement levels
  6. Can be added quickly without a lot of lead time
  7. Issues of monetisation of natural content
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16
Q

What is ASA Regulation? (3)

A
  1. When influencers have to mention that something is an add through a hashtag or mention
  2. Keep in line with advertising code
  3. Paid should massacred that it is earned media
17
Q

How is Pinterest used for marketing purposes? (7)

A
  1. used to plan purchases
  2. Highly visual, therefore ideal for certain sectors/products (weddings, food)
  3. Deep engagement, more time spent on site with lower bounce rate
  4. Monetiseable audience
  5. Advertising known as promoted pins introduced in 2014
  6. as with all SM, knowing the medium and quality
  7. Variety of advertising formats
18
Q

How is Snapchat used for marketing purposes? (5)

A
  1. Ad growing but struggled to meet expectations
  2. Have introduced targeting formats
  3. Reaches young age profile
  4. High engagement levels
  5. Advertisers are more sceptical about snapchat and twitter
19
Q

How is Twitter used for marketing purposes? (5)

A
  1. Reshaping business in light of bad media (us elections)
  2. Seen as a broadcast media, a one to many model
  3. Lurker problem: 40% have never generated own content
  4. Targeting is not as effective as Facebook
  5. Issues on user engagement and data: however used by celebrities and media
20
Q

How is Youtube used for marketing purposes? (5)

A
  1. 2012 opened its partner programme: facilitated rapid advertising but led to content issues
  2. On going ethical issues about what is uploaded
    (massive as a search engine)
  3. Has deep engagement from users
  4. Huge estimated revenues
  5. Google offers extensive advice on thinkwithgoogle

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