Social Media Marketing Midterm spring 2016

Broadcast communication
traditional form of mass media ex. print, radio, tv
Network Communication
digital communication route that targets specific groups of people on social media
Interpersonal Communication
tradigital form of broadcasting ex. banner ads, email ads
Campaign Timelines
refers to the constantly changing decisions and actions taken during a marketing campaign
Text Mining
form of sentiment analysis that refers to gathering and analysis of text data from relevant sources
Content Analysis
approach used to identify the presence of concepts and themes within qualitative data sets
Cloud Computing
general term for any process that delivers hosted services online
Scalability
the ability of a business to grow and expand capacity as needed
Customer Relationship Management CRM
the practice of engaging the customer after the first sale
Data Process D
define desired results of program
Data Process A 1
assess costs of program
Data Process T
track results
Data Process A 2
adjust program to increase effectiveness
Digital Identity
refers to way we represent ourselves online
Digital Natives
refers to people who have always lived with technology
Echo Effect
refers to duplication of content throughout different platforms
Key Performance Indicators KPI’s
metrics that are tied to organizational objectives
Market Segmentation
process of dividing market into distinct and common groups ex. geographic, demographic, etc
Social Media Marketing Mix
consists of 5 elements of a business that can be used to help market the company
Marketing Mix 1
Product
Marketing Mix 2
Price
Marketing Mix 3
Place
Marketing Mix 4
Promotion
Marketing Mix 5
Participation
Measurement Map
displays types of branded messages produced and distributed ex. company sponsored content
Media
refers to any means of communication
Mass Media
refers to form of communication that can reach a large audience
Broadcast Media
for of mass media that deals with transmission of information to a larger audience ex. radio, television, print
Metrics
a standard of measurement a company will use to measure a certain objective
Activity Metrics
measures actions the organization takes relative to social media ex. timing of tweets
Interaction Metrics
measures how the target market engages with social media platforms and activities ex. number of retweets, shares
Return Metrics
measures financial outcomes that directly or indirectly support success of the company
Impulses for Using Social Media
affinity, personal utility, immediacy, altruistic, curiosity, validation
Affinity Impulse
contribution to social media to find friendship or gain a sense of belonging
Personal Utility Impulse
seeking information, incentives, entertainment, or convience
Immediacy Impulse
knowing others in our network are accessible
Altruistic Impulse
the ability to express their moral beliefs online
Curiosity Impulse
the inherent curiosity we have about others
Validation Impulse
use of social media to feed ones ego
Netnography
ethnographic research techniques used to study online communities that emerge through computer-mediated communication
Network Ties
describes the relationships between members in a network
Core Ties
the ties we share with closest friends and family
Significant Ties
close connections that are not as close as core ties
Weak Ties
superficial or casual associations (acquaintances)
Latent Ties
preexisting connections who you haven’t communicated with in a long time
Nonresponse Error
the potential that information taken in a survey is not included in final sample
Nonresponse Bias
skewing of results of a survey because of a bias in the sample population
Opinion Leaders
members of networks whose opinions are trusted and can therefore exert influence over other members
Paid Media
the paid placement of promotional messages to reach an audience
Earned Media
messages distributed at no direct cost to the company by methods beyond the control of a company ex. Word of Mouth
Owned Media
channels the brand controls that help to sell an item ex. e-commerce sites, corporate blogs
Population
refers to likely people or families to which we wish to generalize the study results
Sample
describes a subset of the entire population that is used to generalize about the poplulation as a whole
Primary Research
content created and collected for the specific research purpose at hand
Secondary Research
information that is already collected and available for use
Privacy Paradox
describes peoples willingness to disclose personal information on social media despite their high levels of concern for privacy protection
Reach
number of people who are exposed to a message
Frequency
average number of times someone is exposed to a message
Clickthroughs
number of people who are exposed to an online ad or link and actually click it
Conversions
number of people who clickthrough who actually purchase a product
Return on Investment ROI
how effective a company is at using capital to generate profits, a measure of profitability
Right to be Forgotten
the idea that we should be able to opt of having our internet activity available to gather for marketing purposes
Sentiment Analysis
extracts entities of interest from a sentence to gain information on how people “feel” about a product
Situation Analysis
details a current problem or oppurtinity an organization faces based on all the factors the business has analyzed thus far
SMART Goals
describes the effectiveness and clarity of objectives set for an organization
S Goal
Specific objective
M Goal
Measurable results
A Goal
Appropriate business objective
R Goal
Realistically achievable goal
T Goal
Time oriented objective
Social Branding
the unique social presence of a company online
Social Footprint
the mark a person makes when they occupy a digital space
Social Listening
the concept of using social media tools in order to listen to customers as they discuss elements of their lives online
Phases of Social Media Marketing Maturity
trial, transition, strategic
Trail Phase
company sets up several social media sites
Transition Phase
company starts to mature in their social media use by better understanding marketing opportunities
Strategic Phase
company conducts plan to use social media for marketing in the most effective ways possible
Social Media Mix
utilization of the 4 social media zones to target marketing to specific segments of market
Social Media Zone 1
Social Community
Social Media Zone 2
Social Publishing
Social Media Zone 3
Social Commerce
Social Media Zone 4
Social Entertainment
Social Media Tracking Methods
different ways to track results of social media
Forward Tracking
tracking developed prior to launching activity or campaign
Coincident Tracking
tracking that begins during the marketing campaign
Reverse Tracking
tracking after activity or campaign is concluded
Word of Mouth WOM
communication of product information between individuals
Social Community
sharing content and conversing
Social Publishing
user generated content ex. editorials, commercial content
Social Commerce
the CRM service, retailing, sales, and human resources
Social Entertainment
games, music, art, etc
Social Object Theory
social networks will be more powerful if people in a community have stuff in common
Social Persona
defining how the brand will behave in the social web based on the voice used and how intensely they will interact with customers on social space
Social Technogrpahics
categories of different types of social media users; creators, conversationalists, critics, collectors, joiners, and spectators
Strategic Planning
the process of identifying an objective, how to accomplish objective through specific strategies and tactics, implementing the plan, and measuring how well the plan met the objective
Synchronous Communication
internal communication of a computer
Asynchronous Communication
communication between a computer and other devices
Tom Standage
digital editor for The Economist
Ancient Social Media
Standage’s arguement that spontaneous and organic information sharing has been going on for centuries ex. scrolls or early books
Trending Terms/Topics
the top searches and content viewed by many people in a certain amount of time
Two- Step Flow Theory of Communication
the theory that ideas flow from mass media to opinion leaders, and from them to a wider population
Types of Social Power
reward, coercive, legitimate, referent, expert, and information
Reward Power
ones ability to provide others with what they desire
Coercive Power
ones ability to punish others
Legitimate Power
organizational authority based on rights associated with a persons appointed position
Referent Power
the authority through the motivation to identify with or please a person
Expert Power
comes from recognition of ones knowledge, skills, and ability
Information Power
control over the flow and access of information
Social Capital
the benefits or value derived from the relationships in a network
Vertical Network
designed around the common interest or hobby of the community
Virality
the rapid spread of information through a social network ex. meme
Web 2.0
the developments in technology that enable digital interactive activities
Web Scrapping
a collection of conversations according to established criteria for inclusion in a database