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Kin 2998 Final Exam > Week 10 - Communications > Flashcards

Week 10 - Communications Flashcards

1
Q

Promotion — what is Publicity?

A
  • public visibility or awareness through media for a product, service or organization — not directly paid for
  • media relations — deep understanding of media and relationships built btwn sport organization and media members over time
  • people employed within media organization
  • medium of mass communication
  • anything in audio or visual form that presents or represents sports to an audience
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2
Q

Publicity strategies

A
  1. Press release — communicate information a low cost
  2. Press conferences — highlight important events
  3. Media kit — motivate the media
  4. Media training — make key employees media literate
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3
Q

Promotions — public relations

A

Planning and management of contacts and interactions between the public and the sport organization — reputation management

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4
Q

Public relations strategies

A
  • stakeholder management
  • CSR
  • sponsorship
  • events
  • social media
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5
Q

Digital media

A

Any media that can be encoded in a machine readable format, can be created, viewed, distributed, modified and preserved on computers

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6
Q

Canadian internet users age 16-64 who use social media: what %?

A

91.9%

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6
Q

Social Media

A

A web-based service that allows individuals to
(1) construct a public
or semi-public profile within a bounded system
(2) articulate a list of
other users with whom they share a connection, and
(3) view and
traverse their list of connections and those made by others in the
system.

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7
Q

Daily time spent online ages 16-64?

A

6 hours and 18 minutes

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8
Q

Daily time spent on social media ages 16-64?

A

1 hour and 53 minutes

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9
Q

Canadians use an average of ______ social media platforms each month.

A

6.4

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10
Q

what are the top reasons for using social media?

A
  1. Keeping in touch with friends and family (58.2%)
  2. Filling spare time (43.3%)
  3. Reading news stories (31.0%)
  4. Sport was # 13 at 17.2%
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11
Q

Canadian businesses spend USD ______ annually on social
media advertising, or _____ of their total digital ad spend.

A
  • $3.54 Billion
  • 22.3%
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12
Q

Top social media platforms for Canadians

A
  • Facebook (49.5%)
  • Pinterest (22.0%)
  • X (Twitter) (13.2%)
  • Instagram (8.8%)
  • YouTube (2.6%)
  • Reddit (2.6%)
  • LinkedIn (0.7%)
  • Others (0.6%)
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13
Q

What Makes Social Media
Different?

A
  • Cost-effective
  • Embraces interactivity, collaboration, and co-creation above one-to-many
    communication
  • Integrates communication and distribution channels
  • Provides opportunities for customization
  • Delivers superior speed to delivery of information communication and
    feedback
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14
Q

Benefits of Social Media

A
  • Builds an audience of fans to interact with in real time
  • Engages fans in ways that they want to be engaged – Creates lifetime fans
  • Viral – Wider reach
  • Drives behavior that drives business
  • People not only want to interact with brands on social media but
    also want to buy from brands
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15
Q

Drawbacks of Social
Media

A
  • Absence of control
  • Avoid pitfalls
  • Manage access to accounts
  • Keep personal and official accounts separate
  • Reserve the right to delete but do so with caution
  • Own your mistakes
16
Q

Content Strategy (7)

A
  1. Choose social media marketing goals that align to business
    objectives and brand values
  2. Learn everything you can about your audience
  3. Know your competition
  4. Do a social media audit
  5. Set up accounts and improve profiles
  6. Find inspiration – Know your voice
  7. Create a social media content calendar
17
Q

4 ways to track your metrics

A
  1. awareness
  2. engagement
  3. conversion
  4. consumers
18
Q

track your metrics - what is awareness

A

illuminate your current and potential audience:
brand awareness, audience growth rate, post reach, potential
reach

19
Q

track your metrics - what is engagement

A

shows how audiences are interacting with your
content: applause rate, avg engagement rate, amplification rate,
virality rate

20
Q

track your metrics - what is conversion

A

demonstrates the effectiveness of your social
engagement: e.g., Cost Per Thousand Impressions, social media
conversion rate, conversion rate

21
Q

track your metrics - what is consumers

A

reflect how active customers think and feel about
your brand: e.g., testimonials

22
Q

other forms of digital media

A
  1. Virtual reality (VR) and augmented reality (AR)
    * NBA using VR to offer fans a courtside view of games, creating a sense of
    presence and excitement.
  2. Gamification and fantasy sports:
    * Fantasy football leagues allowing fans to create their dream teams and
    compete against friends based on real player performances.

Kin 2998 Final Exam (9 decks)

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