Chapter 9: Social Media Flashcards
(10 cards)
What are the reasons for social media marketing (PIIIEGB)
Increase traffic: social media is used to entice people to visit store locations or websites
Enhance brand image: social media programs enhance brand image. And positive interactions with the brand impacts the perceptions of customers
Improve search rankings: helps boost organic search rankings with search engines.
Gather customer intelligence: social listening provides enlighting information to marketing professionals. Seeing negative or positive comments allows for the marketing team to react immediately
Identify consumer advocates: social listening patterns also assist in helping identify consumer advocates
Build brand loyalty: marketers should design social media programs to engage consumers
Provide an alternative outlet: social media posts complement and supplement content delivered via traditional media
What are the functions of social listening
- react to negative feedback
- detect problems
- predict trends
- gather topics for branded content
- identify brand advocates
- detect patterns or shifts in views
When examining social interactions, brand advocates often exhibit what three characteristics
- behavioral commitment: they make regular and frequent purchases
- emotional connection: consumers that constantly purchase from the brand have an emotional connection with the brand and believe that it’s the best
- quality communication skills: brand advocates need the ability to express their thoughts, feelings and emotions effectively
What are the different social media marketing strategies (BRIICCVV)
Content seeding - involves offering consumers incentives to share content about a brand. The incentive is not always financial
Behavioral targeting - involves identifying a person’s browsing history (if a person writes about cameras on Instagram, Sony might send an ad to that person the next time they access Instagram)
Real time marketing - the creation and execution of an instantaneous marketing message in response to and in conjunction with an occurrence during a life event.
Video marketing - marketers spend on advertising in videos on sites such as YouTube
Influencer marketing - involves an individual endorsing a brand on social media sites
Interactive blogs - permits visitors to send comments or post. Effective blogs attract followers and encourage active participation
Consumer generated reviews - brands ask customers to share their review of the product
Viral marketing - a message passed from one consumer to another through digital means, it takes the form of an email or a video posted to a personal blog and passed to other blogs or websites
What are reasons that consumers follow brands
- join a community of fans
- learn about products or services
- provide feedback
- to complain
- keep up with activities
What are the steps to building a social media presence (5D)
- Determine social media goals
- Determine online personality
- Decide on social media platforms
- Develop social media strategies
- Develop an analytical feedback loop
What are the different video tactics
- advertising on videos
- posting of television ads
- informational videos
- product reviews and vloggers
Companies feature which three types of interactive blogs
- brand blog: when a company or brand creates a blog, they find it harder to solicit honest interactions
- individuals sponsored by a brand: individuals sponsored by a company need to disclose that this is a sponsored blog
- individuals speaking about a brand: they have no financial collection to it. They just truly like the brand
What are the keys to successful viral marketing
Focus on the product or business
Determine why individuals would want to pass along the message
Offer an incentive
Make it personal
Track the results and analyze the data
Increased rankings occur for what two reasons
(1) individuals frequently mention the brand name on social media and (2) content or comments made about the brand fit the search terms
