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20 Cards in this Set
- Front
- Back
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Guiding principles for social media marketing |
Online and offline Social networks & network effects Social sharing Authenticity Conversations Incentivized Interactions |
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Examples of B to C to B conversation |
Twitter, Facebook |
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Examples of C to C (review) websites |
Yelp Tripadvisor |
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Examples of Social Commerce websites |
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Engagement |
Refers to any kind of user behavior related to social sharing, promoting content, giving feedback, or interacting with a brand/company/page |
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Engagement components |
Involvement Interaction Influence |
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4E Framework for Social Medi |
Excite Educate Experience |
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How to: Excite the Customer |
Offer must be relevant to its targeted customer Relevancy can be achieved by providing personalized offers |
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Educate the Customer golden opportunity! |
Product's value proposition and offered benefits |
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Experience product or Service |
Information about a firm's goods and services Simulating real experiences |
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Engaging the Customer! |
Action, loyalty, and commitment Positively engaged consumers lead to more profitability Engagement can also backfire |
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Engagement components: Involvement |
Passive engagement with a brand in social media visits, time spent, views, etc |
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Engagement components: Interaction |
Active; what consumers do with brands in social media Likes, comments, posts, mentions |
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Engagement components: Influence |
Active; what consumers do with other consumers in relation to brands in social media Sharing content, recommendations, referrals, sentiment of mentions |
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Social Network Sites 4 types of people |
Creators Bonders Professionals Sharers |
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Web Analytics |
Hits Pageviews Bounce rate Click paths Conversion rates Keyword analysis |
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How to do a social media marketing campaign |
Identify strategy goals Target audience Campaign: experiment & engage Budget Monitor and change |
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Social reach |
how many people a person influences |
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Influence |
The extent to which the person influences others |
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Extended network |
The influence of the person's cumulative network |
