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MKTG 5330: Social Media Marketing > Social Media Zones (Chapter 6-9) > Flashcards

Social Media Zones (Chapter 6-9) Flashcards

1
Q

3 important social media dimensions of variation

A
  1. audience and degree of specialization
  2. social objects that mediate the relationships among members
  3. degree of openness
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2
Q

internal social network

A

internal site an organization builds for its own use and limits to members of the organization (i.e. Yammer, intranets)

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3
Q

external social network

A

open to people who ae not employed by the site’s sponsor/organization

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4
Q

enterprise social network (ESN)

A

software created by a company to be used as an internal social network for organizations; Yammer, Workplace by Facebook, Jive

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5
Q

object sociality

A

the ability of an object to inspire social interaction

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6
Q

vertical networks

A

sies designed around object sociality; a network that caters to a certain category of users who are interested in sharing content and connecting with others over their shared interests

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7
Q

social lock-in

A

when a user is unable to transfer social contacts and content from one social network to another

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8
Q

social network fatigue

A

social media users’ tendency to withdraw from social media because of feeling overwhelmed

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9
Q

identity portability

A

a single profile would provide access across social network sites with a single login and hared information

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10
Q

OpenID

A

an authentication protocol that works across participation sites

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11
Q

social sharing

A

people using tools, widgets, applications, and features to reveal elements of their digital identity

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12
Q

secondary content

A

things that others create which we feel are worth redistributing to our social networks (i.e. retweets, reshares, forwarding)

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13
Q

% of online community lurkers

A

90%

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14
Q

brand profile

A

profile created by a brand on social network sites so they exists as people do on the sites

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15
Q

brand personification

A

a projective technique where people think about brands as if they were people, and describe how they would think and feel

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16
Q

brand mascot

A

fictional persona with a distinct personality created to represent a brand (i.e. GEICO gecko, Flo from Progressive)

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17
Q

message internalization

A

the process by which a consumer adopts a brand belief as his or her own

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18
Q

8 decisions in building a social media persona

A
  1. core values?
  2. pillars/social objects that illustrate values?
  3. brand promise?
  4. brand aspirational attributes?
  5. traits associated with brand?
  6. opportunities?
  7. alignment with company overall culture?
  8. stories that bring persona to life?
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19
Q

organic reach

A

reach obtained for free

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20
Q

earned reach

A

breadth and quality of contact with users; relationship marketing earns you value over time

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21
Q

brand fans

A

persons who are enthusiastic about a brand

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22
Q

fandom

A

an online fan community

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23
Q

name 5 brands with strong social following

A

Coca-Cola, red bull, converse, Samsung mobile, Nike football, PlayStation, Starbucks, Oreo, Walmart

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24
Q

5 characteristics of fandom members

A
  1. emotional fandom
  2. self-identification
  3. cultural competence
  4. auxiliary consumption
  5. production
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25
Q

fan base

A

number of fans for a brand, celebrity, etc.

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26
Q

return on emotion

A

assesses the extent to which a brand has delivered a value in exchange for the emotional attachment fans have awarded it

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27
Q

real-time marketing

A

brands post messages that resonate with the moment whether the moment is planned or spontaneous

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28
Q

user-generated contest campaign (UGC)

A

a way for brands to invite consumers to engage and interact while they develop shareable content; encourage people to develop and submit content related to a campaign

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29
Q

consumer generated media (CGM)

A

user content

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30
Q

participatory advertising

A

brands invite content, set mandatory guidelines, and possibly brand assets

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31
Q

gallery

A

content from UGC campaign that can be viewed and passed on to a brands networks

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32
Q

embedded brand community

A

communities developed and engaged by a company using an existing SNS like Facebook

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33
Q

online brand community

A

a community developed independent of an existing SNS

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34
Q

relevancy score

A

a score made of thousands of variables to prioritize content customized for each user

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35
Q

custom audiences

A

companies using information from customer databases and website traffic to target social media users directly

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36
Q

lookalike audiences

A

target users that match the characteristics of known customers

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37
Q

native advertising

A

paid ads that are so cohesive with the page content, assimilated into the design, and consistent with platform behavior that views feel that it belongs

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38
Q

social ads

A

online display ads that incorporate user data in the ad or in the targeting of the ad and enable some form of social interaction with the ad unit or landing page

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39
Q

5 questions brands should ask before social relationships

A
  1. is the brand set up for engagement?
  2. where should the brand be?
  3. how to develop brand profile to reflect brand personality?
  4. how to leverage fan sites to meet objectives?
  5. how to integrate social network presence into other campaign components?
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40
Q

elements of ad design

A
  1. headline
  2. text
  3. description
  4. caption
  5. call to action
  6. image/video
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41
Q

social publishing

A

the production and issuance of content for distribution via social publishing sites

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42
Q

content

A

unit of value in a social community, akin to the dollar in our economy

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43
Q

content marketing

A

strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience

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44
Q

channels of content marketing

A

blogs, articles, infographics, videos, podcasts, case studies, e-books, white papers, e-newsletters, quizzes, images

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45
Q

urban legends

A

untruths / exaggerations

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46
Q

editorial message

A

where the source expresses an opinion or interpretation along with the factual information

47
Q

commercial message

A

an advertisement where it’s clear the intent is to persuade a viewer/reader to change an attitude or behavior

48
Q

journalistic message

A

reports on facts in an objective and unbiased fashion

49
Q

interpretive journalism

A

goes beyond the basic facts of an event or topic to provide context, analysis, and possible consequences; blurs the lines between editorial messages and journalism

50
Q

cultural co-creation

A

co-created meanings among both producers and consumers

51
Q

organic content

A

content a person feels intrinsically motivated to prepare and share

52
Q

consumer-solicited content

A

content created due to an organization’s invite for contributions from users

53
Q

citizen advertising

A

marketing messages that actual consumers create

54
Q

incentivized content

A

content encouraged by the offer of an incentive (win a content, free merchandise)

55
Q

sponsored content

A

paid content; when a brand pays for content creation shared externally

56
Q

spokesbloggers

A

sponsored bloggers

57
Q

brand fraud

A

scams by brand impersonators

58
Q

filler content

A

content repurposed from other sources

59
Q

original content

A

content contributions that originate with the poster but are not “weighty” enough to establish the creator as an authority

60
Q

authority-building content

A

original content that positions the poster as an authority on the subject in question

61
Q

pillar content

A

content where the source creates a solid foundation of original content

62
Q

content value ladder

A

1 (bottom). filler

  1. basic [original content]
  2. authority building
  3. pillar
  4. flagship
63
Q

compounding posts

A

posts that get shared over time

64
Q

flagship content

A

original, authority-building, pillar content that becomes a seminal work in the field

65
Q

media plan

A

designates how the campaigns creative content will be disseminated to the target audience using specific media vehicles

66
Q

search engine optimization

A

the process of modifying content, site characteristics, and content connections to achieve improved search engine rankings

67
Q

social media optimization

A

process that makes it more likely for content on a specific social media platform to be more visible and linkable in online communities

68
Q

conversion

A

browsing turns to a purchase

69
Q

search engine marketing (SEM)

A

online marketing that promotes websites by increasing the visibility of the site’s URL in search engines

70
Q

SERP

A

search engine results page

71
Q

golden triangle

A

first three search results / guaranteed to be seen

72
Q

web crawlers

A

automated web programs that gather information from sites that ultimately form the search engine entries

73
Q

off-site/on-site indicators

A

ways to SEO - links from other sites / tags and keywords

74
Q

indexed data

A

tags and keywords derived from site content

75
Q

on-site optimization tools

A
  1. meta-tag
  2. title tag
  3. heading tag
  4. title
    URL
76
Q

long tail keywords

A

multi-phrase search queries

77
Q

links

A

the building blocks of social publishing

78
Q

affiliate marketing

A

unaffiliated sites link to a brand’s content

79
Q

linkwheels

A

hub and spoke system that uses web properties as spokes to send one link to the home site and another to the next property

80
Q

white, gray, black hat {SEO)

A

play by the rules when it comes to SEO, takes some liberties, manipulate the system by using unethical tactics

81
Q

power site

A

a site with enormous readership such as cnn.com

82
Q

linkbaiting

A

careful crafting of a title that markets the content

83
Q

hook

A

used in a title to position content for the target audience [using words like Ultimate];
Resource hook, contrary hook, humor hook, giveaway hook, research hook

84
Q

social media press release

A

announcement to public optimized for social media

85
Q

Gallaugher and Ramsbothan 3M model of social media

A

Monitor, Magnet, and Megaphone

86
Q

social entertainment

A

encompasses events, performances, and activities which are experienced and shared using social media and designed to provide the audience with pleasure and enjoyment

87
Q

social branded entertainment

A

brand created vehicles of social entertainment by creating branded content whether it be games, music, video

88
Q

social game

A

multi-player, competitive, goal-oriented activity with defined rules of engagement and online connectivity enabling conversation among a community of players

89
Q

casual games

A

games with low barriers to entry, require little time per session, easy to learn, readily available online (i.e. Pet Rescue Saga)

90
Q

leaderboard

A

a listing of the leaders in the game competition

91
Q

achievement badges

A

symbols awarded to show game levels achieved and shared with the community

92
Q

friend (buddy) lists

A

a list of contacts with whom one plays and the ability to communicate within the game

93
Q

hardcore games

A

games that require extended lengths of play, highly immersive, require advanced skills for ongoing play (Call of Duty)

94
Q

game platform

A

hardware systems on which the game is played

95
Q

game consoles

A

interactive, electronic devices used to display video games such as Sony PlayStation, Nintendo Wii, Microsoft Xbox

96
Q

mode of a game

A

the way the game is experienced i.e. whether a player’s activities are highly structured, single or multiplayer, etc.

97
Q

genre of a game

A

method of play (simulation, strategy, action, role-playing)

98
Q

4 forms of play

A
  1. power
  2. identity
  3. fantasy
  4. frivolity
99
Q

milieu of game

A

visual nature of the game

100
Q

3 degrees of brand integration

A
  1. advertising
  2. sponsorship
  3. branded
101
Q

5 components of social entertainment

A
  1. social games
  2. original digital video
  3. branded video
  4. social TV
  5. social music
102
Q

4 options for game-based marketing

A
  1. in-game advertising: promotion within a game; display or dynamic ad
  2. product placement: placement of a branded item in an entertainment property
  3. brand integration: branded in-game experiences
  4. advergames: game as a form of branded entertainment
103
Q

why social games work?

A
  1. gamers open to the advertising content in games
  2. brands benefit when associate with a successful game
  3. players identify with the brands their characters use
  4. branding within a game’s story is an unobtrusive way to share messaging
  5. targeting to specific groups is possible
  6. marketers can measure a game’s promotional value
104
Q

alternate reality game (ARG)

A

intensive from of social game; cross-media genre of interactive fiction; includes traditional media; multiple delivery and communications media

105
Q

social commerce

A

subset of e-commerce that allows people to participate actively in the marketing and selling of products and services in online marketplaces and communities; interact and collaborate during the shopping experience

106
Q

digital shoppers

A

internet users who have browsed, researched, and compared products digitally via any device whether they purchased or not

107
Q

3 key social commerce elements

A
  1. ratings and reviews
  2. curated merchandise
  3. shopping applications and venues
108
Q

social shopping

A

active participation and influence of others on a consumer’s decision-making process, typically in the form of opinions, recommendations, and experiences shared via social media

109
Q

decision-making process / buyer journey

A
  1. problem recognition (awareness)
  2. information search (consideration)
  3. alternative evaluation
  4. purchase
  5. post-purchase evaluation
110
Q

6 best practices for social reviews and ratings

A
  1. authenticity - accept comments, if negative
  2. transparency - disclose invited/incentivized opinions
  3. advocacy - let people rate the value of reviews
  4. participatory - encourage customers to leave reviews
  5. reciprocity - express gratitude for value of reviews
  6. infectiousness - make it easy to share reviews
111
Q

how to build a strong base of authentic, good reviews?

A

educate, identify, provide, study, listen and respond

112
Q

psychology of influence

A

factors may make it more or less likely that people will change their attitudes or behavior

  1. social proof - a lot of people select option
  2. authority - expert opinion
  3. affinity - follow attractive individuals
  4. scarcity - increase in the effort to acquire something scarce
  5. reciprocity - repay favors
  6. consistency - psychological discomfort
113
Q

cognitive bias

A

shortcuts our brains take when we process information; used in the situation of bounded rationality and information overload

MKTG 5330: Social Media Marketing (4 decks)

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