social media marketing

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  1. Interruptive Marketing
    Create interesting content that viewers want to consume, periodically interrupt vieweres experience to show ads
  2. Push Advertising
    One-way communication that is pushed or broadcast to viewers
  3. Permission Marketing
    Show marketing messages to viewers who have given their express persmission to be marketed to
  4. Interactive advertising
    dynamic two-way interaction where consumers can choose to be active participants
  5. Horizontal Revolution
    • Interconnected in dynamic ways and in real time
    • Two way communication
    • Culture of participationg (all have a voice and must choose to participate)
  6. Web 1.0
    • Mass media
    • Passive participation
    • taxonomy (classifications by experts)
  7. Web 2.0
    • Personal media
    • Active participation
    • folksonomy (labels or tags that individuals choose)
  8. Four Zones of Social Networking
    • Social Communities
    • Social Publishing
    • Social Entertainment
    • Social Commerce
  9. Social Communities
    Focused on relationships based on common interest/identification (message boards, forums, wikis, social networking)
  10. Social Publishing
    Focused on dissemination of content (blogs, microsharing, media sharing sites, social bookmarking)
  11. Social Entertainment
    Social channels that offer opportunities for play and enjoyment (social games, alternate reality games, virtual worlds)
  12. Social Commerce
    The use of social media to assist in the online buying and selling of products and services (reviews and ratings, deal sites, social shopping markets)
  13. Paid Media
    Purchasing time/space on mass media channels
  14. Owned Media
    Channels controlled directly by the brand
  15. Earned Media
    Messages distributed at no direct cost to the brand by methods beyond its direct control
  16. Zones and types of media
    Image Upload
  17. LARA Framework
    • Listen to customer conversations
    • Analyze those conversations
    • Relate information to existing information
    • Act on customer conversations
  18. 3 Stages of Media Marketing Maturity
    • Trial
    • Transition
    • Strategic
  19. Trial Phase
    • Focus on activating social media platforms
    • Experimental approahces (one-off stunts and push content)
    • Lack of dedicated resources
  20. Transition Phase
    • Systematic approaches via trial and error
    • Integrate social media into overall marketing mix
    • Assign dedicated resources
  21. Strategic Phase
    • Strategic Approaches
    • Social media is a key component of overall marketing mix
    • Dedicated Resources in place
  22. Strategic Planning Process
    • Conduct a situation analysis and identify key opportunities
    • State objectives
    • Gather insight into target audience
    • Select social media channels and vehicles
    • Create an experience strategy
    • Establish an activation plan
    • Manage and measure
  23. Why we participate in social networks
    • Affinity Impulse (express relationship)
    • Prurient Impulse (feed curiosity about others)
    • Contact Comfort/Immediacy Impulse (sense of closeness)
    • Altruistic Impulse (respond to crisis and do "immediate good)
    • Validation Impulse (to feed ego)
  24. Diffusion of Innovation
    • Relative advantage of innocation
    • Ability to observe and try the innovation
    • Innovations compatibility
    • Simplicity
  25. Creators
    • Publish a blog, web pages
    • Upload vido, music
    • Write articles
  26. Conversationalist
    • Status updates
    • Twitter posts
  27. Critics
    • Ratings/reviews
    • Comments on blogs
    • Forums
    • Wiki edits
  28. Collectors
    • RSS feeds
    • Vote for websites
    • Tags
  29. Joiners
    • Maintain a profile
    • Social network
  30. Spectators
    • Read
    • Listen
    • Watch
  31. Social Graph Nodes
    • Members of the network
    • Connected by relationships with each other
  32. Social Graph Flows
    • Exchanges of resources information or influence within network
    • Actional components of any social network system
    • Creates buzz
  33. Creating Flows
    • Powerful communities are created if there is a way to activate relationships among people and objects
    • Uses social objects to mediate interactions between people
  34. Meme
    • unit of cultural information (self propogating, viral transmition)
    • Video Clip
    • Website
    • Phrase
    • Parodies
    • Joke
    • Image
  35. Opinion Leader/Influencer/Power User
    • Able to influence others' attitudes or behaviors
    • Holds social power
  36. Measuring Influence
    • Ad Equivelency Value (value of earned or owned media in relation to paid media)
    • Influence Impression (exposure to a brand via another person)
  37. Presence Indicators
    • Projects identity inot social community
    • avalibility icons
    • mood icons
    • friend lists
    • status updates
  38. Reputation indicator
    • Acknowledgements for your participation
    • membership levels
    • labels
    • badges
    • leaderboards
  39. Social Ads
    • Paid media in social communities
    • Display ads that use user data in the ad or in the targeting of the ad
    • enable social interaction with the ad or landing age
  40. Earned Media
    Influence posts - thought leaders publish brand-relevent content
  41. Key Characteristics of Brand Fans
    • Emotional Engagement
    • Self Identification
    • Cultural Competence
    • Auxiliary Consumption
    • Production
Card Set:
social media marketing
2012-03-08 00:28:41
social media marketing

studying for test
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