MK 20: Integrated Marketing Communications

Question 1

4 E Framework for Social Media

Answer 1

1. EXCITE customers with relevant offers
2. EDUCATE them about offering
3. Help them EXPERIENCE products
4. give opportunity to ENGAGE with their social network

Question 2

Wheel of Social Media Engagement

Answer 2

1. Information effect
2. Connected Effect
3. Network effect
4. Dynamic Effect
5. Timeliness Effect

Question 3

Connected Effect

Answer 3

The outcome of social media that satisfies humans’ innate need to connect with other people
- Seek and give approval

Question 4

Network Effect

Answer 4

The outcome of social media that in which every time a firm or person posts information, it is transferred to the poster’s vast connections across social media, causing the information to spread instantaneously

Question 5

Dynamic Effect

Answer 5

1. The way in which information is exchanged to network participants back and forth in an active and effective manner.
   - twitter concierge stays in constant contact with guests
2. People flow in and out of network as interests change

Question 6

Timeliness Effect

Answer 6

The firm being able to engage with the customer at the right place and time

Question 7

Categories of Social Media (and what of the 4E framework it hits)

Answer 7

• Social Network Sites (excitement)
• Media Sharing Sites (experience, engagement)
• Thought Sharting Sites (Educating, engaging, experience)

Question 8

Freemium Apps

Answer 8

apps that are free to download but include in-app purchases

Question 9

How do firms engage their customers using social media

Answer 9

listen->analyze->do

Question 10

How do firms engage their customers using social media: LISTEN

Answer 10

Sentiment Analysis: marketers analyze the content found on sites to asses favorableness and unfavorableness

Question 11

How do firms engage their customers using social media: ANALYZE

Answer 11

1. Determine amount of traffic (hits, pageviews, unique visitors)
2. Learn who the visitors are and what they are doing (bounce rate, click paths, conversion rates)
3. Measure/ analyze data that comes form other sites (keyword analsis)

Question 12

How do firms engage their customers using social media: DO

Answer 12

1. Identify strategy and goals
2. Identify target audience
3. Develop the campaign: Experiment and engage
4. Develop the Budget
5. Monitor and Change