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20 Cards in this Set
- Front
- Back
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Blog |
web lot that serves as an accessible personal journal and online forum. Companies use bogs to understand customer's complaints and suggestions. A wiki is edited by consumers while a blog is a diary that shows a sequential journal while a wiki shows one entry |
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User-Generated Content (UGC) |
Refers to various forms of online media content that is public available and and created by end users "user generated content"
it satisfies three basic criteria 1. It is published either on a publicly accessible website or on a social networking site, not simply an email 2. It shows significant creative effort, so it is more than simply posting an article on a blog without edits or comments 3. it is consumer generated by an individual outside of a professional organization |
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Classifying Social media: Media Richness |
this involves the degree of acoustic, visual, and personal contact between the two communication parties. face to face has higher media richness than telephone or email. The higher the media richness, the more social influence communication partners have on each other |
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Classifying Social media: Self disclosure |
individuals want to make positive impressions in social media. greater self disclosure is more likely to influence those reached. Ex: social networking sites have more self-disclosure than youtube. |
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Social vs Traditional media |
- Ability to reach both large and niche audiences - expense and access: social media accessible everywhere and can be produced cheaply - Training and number of people involved: messages on social media need little skill and no teams are necessary to produce - time to delivery: social media can be posted instantaneously - Permanence: social media messages can be easily altered - Credibility and social authority: individuals and organizations can establish themselves as experts- in social media, the sender in in a conversation and just hopes the message alone can lend them credibility
social media users: little anonymity and privacy |
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4 big social networks |
Facebook, twitter, linkedin, youtube |
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Brand Exposure: great for brand exposure; jump start it through the Facebook ad platform; connect with other brand pages Customer communication: great for engaging people who like your brand, want to share their opinion and have customer service quesitons traffic to website: traffic is decent and on the risel use sponsored ads, links and customized tabs to direct visitors back to your website (ok) |
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Brand Exposure: offers unique opportunities for website integration and engagement with customers (ok) customer communication: use twitter monitoring programs such as CoTweet or HootSuite to track what people are saying about your brand Traffic to website: potential can be large; focus on sending out info relevant to your brand and audience interested in your tweets |
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Brand Exposure: effective to demonstrate an institution's professionalism; have employees maintain complete profiles to do this (bad!) Customer communication: not the primary focus, but small businesses find it valuable as a networking service to reach potential customers Traffic to website: traffic may be small, but can be valuable from a B2B and business development perspective (ok) |
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Youtube |
Brand Exposure: can be a powerful tool to build your channel, to explain a complex product, and to brand your videos Customer communication: whether you seek to entertain, inform, or both, video is a powerful tool for quickly engaging consumers (ok) Traffic to website: traffic goes to the YouTube channel or website; to get traffic back to your site, add a hyperlink in the video description (bad) |
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Selecting the social network |
consider: 1. the characteristics of these visitors 2. the number of users or unique visitors to the website |
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Social Media: Performance Measures linked to inputs or costs |
Cost per thousand (CPM): ties to the number of times the ad loads and a user might see it- but not whether the user has actually reacted to it.
Cost Per Click (CPC) gives the rate the advertiser pays every time a visitor clicks on the ad and jumps from that page to the advertiser's website
Cost Per Action (CPA) Measures ties to actual sales. By summing up the revenues from all these purchases is a difficult task. CPA measures most closely ties to the sales revenue and ad generates |
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Social Media: performance measures linked to outputs or revenues |
Facebook measures - Fans - Share of Voice: the brand's share of all social media chatter related to product category or topic - page views - visitors: total number of visitors. if one person visits three times, counts three times - unique visitors: someone visits three times, counted once - average page views per visitor: - interaction rate: the number of people who interact with a post divided by the total number of people who see the post - click through rate (CTR): percentage of recipients who have clicked on a link on the page to visit a specific site - Fan source: where a social network following comes from. fans coming from a friend more valuable than those from an ad |
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Specialized focus for other social networks |
while we have already mentioned the major four, smaller networks like interest can be successful for certain products
Pinterest: good for female targets. can use board and link it to website |
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Social Media lessons for brand managers (nestle and greenpeace) |
rather than being aggressive, brand managers should respond with transparency. communicate directly with key influencers to show concern over issue and use social media. |
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Social Media Future |
smart systems: the convergence of the real and digital worlds. 1. the convergence of real and digital worlds 2. how the convergence links to social media marketing actions 3. where all this may be headed in the future |
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Smartphones |
Online and phone in one. gives mobile customers access to ads, local restaurant promos, time sensitive discounts |
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Databases and algorithms |
a like for a brand in the digital world can lead to real world purchases. google, Facebook, etc. |
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Apps |
apps on smartphones are accelerating convergence of the real and digital world. many apps are video games, words with friends, etc |
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Mobile Marketing: tightening links to marketing actions |
price comparison searches: scan product codes and research stores, sync computer and smart phone
location based promotions: use GPS smartphone for location check ins to receive discounts
loyalty programs: win loyalty points for walking into stores like target and receive points
Can cause issues for conventional brick-and-mortar stores |
