Social Media Marketing Exam 1 (Ch 1-4;15) |
Questions and Answers
Define Social Media Marketing - -refers to the process of gaining website traffic or
attention through social media sites
-Define Paid Media - -Traditional advertising- print, television, radio, display, direct mail,
paid search, retail/channel
-Define Owned Media - -Corporate web site, campaign microsite, blog, brand community,
Facebook fan page, mobile, etc.
-Define Earned Media - -Word-of-mouth, Facebook comments, Twitter(@mentions,
@replies), Vine, Blogs, forums, review sites
-Define Marketing Plan - -A SMM plan details an organization's social media goals and the
actions necessary to achieve them. Key among these actions is the understanding of
corporate and marketing strategies and the creation of promotional strategies. Without
integrated strategies and solid SMM plans there is little chance of successfully executing
SMM.
-Social Media Marketing Ethics - --Honesty
-Privacy
-Respect
-Responsibility
-What are the 8 C's of Strategy Development? - -1) Categorize
2) Comprehend
3) Converse
4) Collaborate
5) Contribute
6) Connect
7) Community
8) Convert
-What are the 7 Social Media Marketing Myths? - -1) Social Media Marketing is a Fad
2) Social Media Marketing is for the young
3) There is no return in social media marketing
4) SMM Isn't right for this company/business
5) Social Media Marketing is NEW
6) SM is too time-consuming
7) Social Media is FREE
-Define Traditional Media - -Relies heavily on interruption mktg.
, Firms purchase the right to interrupt people and demand their attention.
-TV ads, Magazines ads, Billboards, pop-ups, radio ads, etc. are created to interrupt the
viewer at what he or she is doing.
-Traditional Vs SMM - -Traditional Approach:
-Controls content seen by audience
-One-way communication
-Domineering approach
- Exclusivity agreements
Social Media Approach:
-Emphasize audience contribution
-Two-way communication
-Discussion approach
-trust building
-What are the Listen and Observe Stages? (There are 5) - -1) Listen to conversations about
a brand or company
2) Listen to what people say about the competitiors
3) Listening to what people say about the industry or category
4) Listening for the tone of the community
5) Listening to different social media platforms and channels
-What are the principles for success? - --Success requires giving the audience something of
value
-People spend time online for 3 reasons
1) To get connected with people
2) To get info OR
3) To be entertained
PARC:
Participatory
Authentic
Resourceful
Credible
-What are Personas? - -simplify the audience into groups based on:
-demographics
-constraints
-needs and wants
goals, beliefs, interactions, motivations, identity
-How to observe social media presence? - -2 ways:
-holistically:
-looks at brand health
-granularly
Questions and Answers
Define Social Media Marketing - -refers to the process of gaining website traffic or
attention through social media sites
-Define Paid Media - -Traditional advertising- print, television, radio, display, direct mail,
paid search, retail/channel
-Define Owned Media - -Corporate web site, campaign microsite, blog, brand community,
Facebook fan page, mobile, etc.
-Define Earned Media - -Word-of-mouth, Facebook comments, Twitter(@mentions,
@replies), Vine, Blogs, forums, review sites
-Define Marketing Plan - -A SMM plan details an organization's social media goals and the
actions necessary to achieve them. Key among these actions is the understanding of
corporate and marketing strategies and the creation of promotional strategies. Without
integrated strategies and solid SMM plans there is little chance of successfully executing
SMM.
-Social Media Marketing Ethics - --Honesty
-Privacy
-Respect
-Responsibility
-What are the 8 C's of Strategy Development? - -1) Categorize
2) Comprehend
3) Converse
4) Collaborate
5) Contribute
6) Connect
7) Community
8) Convert
-What are the 7 Social Media Marketing Myths? - -1) Social Media Marketing is a Fad
2) Social Media Marketing is for the young
3) There is no return in social media marketing
4) SMM Isn't right for this company/business
5) Social Media Marketing is NEW
6) SM is too time-consuming
7) Social Media is FREE
-Define Traditional Media - -Relies heavily on interruption mktg.
, Firms purchase the right to interrupt people and demand their attention.
-TV ads, Magazines ads, Billboards, pop-ups, radio ads, etc. are created to interrupt the
viewer at what he or she is doing.
-Traditional Vs SMM - -Traditional Approach:
-Controls content seen by audience
-One-way communication
-Domineering approach
- Exclusivity agreements
Social Media Approach:
-Emphasize audience contribution
-Two-way communication
-Discussion approach
-trust building
-What are the Listen and Observe Stages? (There are 5) - -1) Listen to conversations about
a brand or company
2) Listen to what people say about the competitiors
3) Listening to what people say about the industry or category
4) Listening for the tone of the community
5) Listening to different social media platforms and channels
-What are the principles for success? - --Success requires giving the audience something of
value
-People spend time online for 3 reasons
1) To get connected with people
2) To get info OR
3) To be entertained
PARC:
Participatory
Authentic
Resourceful
Credible
-What are Personas? - -simplify the audience into groups based on:
-demographics
-constraints
-needs and wants
goals, beliefs, interactions, motivations, identity
-How to observe social media presence? - -2 ways:
-holistically:
-looks at brand health
-granularly
