MKTG 4500 Test 2 (ch 5, 8, 10, 11), MKTG 4500
Exam 2, MKTG 4500 exam 2 – Serviss| with
complete solutions
social media
conversation and interaction between people online
Content
- generated as a conversation
- all participants able to upload, discuss, edit, or rate
Social Media Marketing (SMM) Process
- Listen, Communicate, Engage, Collaborate
- Two-way communication
Types of Social Media
- communication social networking
- events
- collaboration
- multimedia sharing
- entertainment
- reviews options
communication social networking
blogs, microblogs, social networks, network aggregators
,Events
local, groups, personal
Entertainment
virtual worlds, game sharing
multimedia sharing
photos, videos, livecast, music, presentations
Good Communication
- Interactive
- On the platforms used by the target audience
- Uses the language the target audience uses
- Open, transparent, and unfailingly authentic
engaging with the audience
- content communicated by the brand needs to be relevant and engaging, or it will not attract
attention
- Users who exhibit a behavior beyond simply consuming content are usually considered
engaged
- measure of time spent
- some emotional attachment
Social Media ROI Strategy
, - What are you trying to achieve?
- What problem(s) are you trying to solve?
- What are your goals and objectives?
o Branding? Increase Sales?
Collaborate with the audience
- Building an online community
o Takes time, effort, and often resources
o Repayment is a loyal group of followers
- Online community activities can build good will and lead to word-of-mouth support, donations,
or purchases
- Provide brand support, especially when problems arise
influencer marketing
-Know the Audience To Choose the Right Influencer
- Set Clear Promotional Objectives
o Just As For Any Promotional Campaign
- Identify Specific Success Metrics in Advance of the Campaign
- Don't Pay Too Much (if at all)
- Follow FTC Disclosure Guidelines
Key Points Ch 5
Exam 2, MKTG 4500 exam 2 – Serviss| with
complete solutions
social media
conversation and interaction between people online
Content
- generated as a conversation
- all participants able to upload, discuss, edit, or rate
Social Media Marketing (SMM) Process
- Listen, Communicate, Engage, Collaborate
- Two-way communication
Types of Social Media
- communication social networking
- events
- collaboration
- multimedia sharing
- entertainment
- reviews options
communication social networking
blogs, microblogs, social networks, network aggregators
,Events
local, groups, personal
Entertainment
virtual worlds, game sharing
multimedia sharing
photos, videos, livecast, music, presentations
Good Communication
- Interactive
- On the platforms used by the target audience
- Uses the language the target audience uses
- Open, transparent, and unfailingly authentic
engaging with the audience
- content communicated by the brand needs to be relevant and engaging, or it will not attract
attention
- Users who exhibit a behavior beyond simply consuming content are usually considered
engaged
- measure of time spent
- some emotional attachment
Social Media ROI Strategy
, - What are you trying to achieve?
- What problem(s) are you trying to solve?
- What are your goals and objectives?
o Branding? Increase Sales?
Collaborate with the audience
- Building an online community
o Takes time, effort, and often resources
o Repayment is a loyal group of followers
- Online community activities can build good will and lead to word-of-mouth support, donations,
or purchases
- Provide brand support, especially when problems arise
influencer marketing
-Know the Audience To Choose the Right Influencer
- Set Clear Promotional Objectives
o Just As For Any Promotional Campaign
- Identify Specific Success Metrics in Advance of the Campaign
- Don't Pay Too Much (if at all)
- Follow FTC Disclosure Guidelines
Key Points Ch 5
