Mktg Chapter 18 terms - Lecture notes 14 PDF

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notes on chapter 18 of intro to marketing and all associated ideas. used on an exam, student got an a on...

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Chapter 18 1. Social Marketing tools and platforms a. Blogs b. Social networks c. Microblogs d. Media sharing sites 2. Media Types a. Owned--Brand’s presence on social platforms; media activity related to a company or brand that is generated by the company or its agents i. Ex: a display banner advertising on a website ii. Search engine (google adworks) iii. Direct emails (spam ads) b. Earned--word of mouth or online buzz about a brand; media activity related to a company or brand that is generated by the company or its agents in channels it controls i. Company/brand website ii. Company/brand blog iii. Company pages on social media c. Paid--use of traditional media; media activity that is not directly generated by the company or its agents but by other entities such as customers or journalists i. Professional blogs which feature the company ii. Online word of mouth referrals like invitations to join a website, tweets by other parties than the company itself, online ratings and reviews 3. First action--Listen a. First step that must be taken when initiating a new social media campaign. Necessary to understand and engage an online audience i. Done primarily through social media monitoring. Identifying and assessing what is being said about a company, individual, brand or product ii. Failure to understand this criticism can be disastrous iii. Objectives of social media that stem from the idea of listening: 1. Listen and learn 2. Build relationships and awareness 3. Promote products and services 4. Manage one's reputation 5. Improve customer service 4. Social Media Metrics: a. Buzz b. Influence c. Search engine rank and results d. Participation and engagement e. Website metrics f. Interests g. Sentiment analysis

5. Categories of social media users a. Creators-produce and share online content like blogs, websites, articles, and videos b. Critics-post comments, rating and reviews of products and services on blogs and forums c. Collectors-Use RSS feeds to collect information and vote for websites online d. Spectators-Read blogs, listen to podcasts, watch videos, and consume media e. Inactives-do none of these things f. Conversationalists-people who post status updates on social networking sites and microblogging services 6. Social Media Tools (Consumer and corporate generated content) a. All 8 tools: i. Blogs-publically accessible web page that acts as an interactive journal, whereby readers can post comments on the author’s entries ii. Microblogs-blogs with strict post length limits iii. Social networking sites iv. Media sharing sites-allow users to upload and distribute multimedia content like videos and photos (youtube, flickr, etc) v. Social news sites-allow users to decide which content is promoted on a l vi. given website by voting that content up or down vii. Location-based social networking sites-Combine the fun of social networking with the utility of location based GPS technology (4square) viii. Review sites-Allow consumers to post, read, rate and comment on opinions regarding all kinds of products and services ix. Virtual worlds and online gaming-include massive multiplayer online games and online communities; are becoming an important, viable and growing consideration 7. Black Markets--when governments introduce a regulated price, shortages occur which result in black markets 8. Steps in the Social Media Plan a. Listening to customers b. Setting social media objectives c. Defining strategies d. Identifying the target audience e. Selecting tools and platforms f. Implementing and monitoring the strategy 9. Arbitrage-- profiting from differences by buying low and selling high between two geographically different markets a. Ex. grey marketing b. Ex. medical tourism c. Labor migration Chapter 18 questions:

1. In an interactive space, earned media include: a. Display advertising b. Viral videos c. Purchased advertisements d. Paid search words 2. Much of the growth in social media sites can be attributed to: a. Good old fashioned word of mouth promotion b. New platforms like tablets and smartphones c. Media hype d. Reduced demand for crowdsourcing 3. Which of the following statements is true of advertising in social media: a. Social media are an unpaid form of marketing b. The effectiveness of social media can be easily measured c. Social media mostly focus on deepening relationships with customers d. Marketers believe that social media are not a worthwhile investment 4. Jonas has posted over 100 book reviews on discussion forums. He also frequently reviews products and services and posts his reviews on local restaurants on review sites. As a social media user, Jonas would be characterized as a a. Joiner b. Spectator c. Critic d. Collector 5. Monica is a professional jewelry designer. Sometimes she hosts giveaways on social networking web sites that allows people to post only 256 character long posts. In this scenario, the social networking website that monica uses is most likely a: a. Microblog b. Social news site c. Media sharing site d. Mommy blog 6. Vivian wanted to hire a graphic designer for her new company's design team. Instead of calling qualified candidates for interviews she threw a challenge on the company’s facebook page asking people to design an attractive logo. She offered the job to the winner of the challenge. Vivian’s method of hiring is an example of: a. Referring b. Public relations c. Personal selling d. Crowdsourcing 7. Social media measurements are meaningless if: a. They do not focus on return on investment b. They consider investment per fan and follower c. They consider the rate of accumulation d. They are not tied to key performance indicators

8. When Anna posted a review of the new Mantle phone on her tech blog on of her followers tweeted about the review and shared the post on his Facebook page. The tweet and the post went viral and the phone got a lot of publicity. This is an example of: a. Earned media b. Paid media c. Crowdsourcing d. Advocacy marketing 9. James, a restaurant chain’s social media manager wants to conduct an online contest to promote his restaurant. He conducts the contest on a social networking site that allows people to post only 140-character long updates. In this context James is using ______ to conduct the contest: a. A mommy blog b. A media sharing site c. A social news site d. A microblog 10. Buzz a social media metric, is based on:: a. The number of comments, ratings, and social bookmarks subscriptions, pageviews, uploads, downloads, embeds, retweets, facebook posts, pins, and time spent with social media platform b. Posts and impressions, by social channel, by stage in the purchase channel, by season, and by time of day c. The number of “likes”, fans, followers and friends; growth rates; rate of virality or pass along; and change in pass along over time 11. The first action a marketing team should take when initiating a social media campaign is: a. To establish a listening platform b. To identify the medium for the campaign c. To identify potential consumers d. To decide which tools and platforms to use as part of its social media strategy...