Upgrade to remove ads
Only $2.99/month

Social Media Strategies Final Exam

Key Concepts:

Terms in this set (92)

3 Benefits of content marketing
1. Build brand awareness
2. Create preference for your brand
3. Reach more buyers and customer at lower cost
3 Buying Strategies
1. Awareness
2. Purchase
3. Advocate
Buyer Lifestyle
New
Ongoing
Loyal
What are the benefits of an editorial calendar?
Visibility and alignment
Accountability
Organization
Reasons it's important to work with influencers
Reach
Relevance
Resonance
Demand Generation
Is your content generating new interest? Which content generated the most leads?
Product Marketing
Do you have content to support each product line?
Public Relations
Is your content mapped to press releases/announcements/publicity?
Social
Whcih content earns the most engagement on social?
SEO
In order to rank highly in search engine results, what content do we need to create? Is our current content optimized for search?
Customer Marketing
Does your content actively align with overall customer advocacy and engagement programs?
Partner marketing
How best can your content strategy leverage thought leadership and assets from your partners?
PPC
Which content does best when offered in PPC ads? How does your PPC messaging map to your content?
Content Marketing
the process of creating valuable, relevant content to attract, acquire, and engage your audience.
User-generated content
refers to a broad range of content ranging from videos, photos, blogs, vlogs, comments, podcasts, forum discussions, online product reviews, wiki contributions, and consumer-generated advertising.
Cultural co-creation
co-created meaning (among both producers and consumers) fold back into the culture
Organic content
content that a person feels intrinsically motivated to prepare and share
Incentivized content
encouraged by the offer of an incentive, such as the chance to win a contest, receive free merchandise, or even earn cold hard cash.
Call to action
a direct request in a marketing message for a specific behavior
SEO
the process of modifying content, site characteristics, and content connections to achieve improved search engine rankings, marketers develop and publish content in ways that improve the likelihood that search engines will rank the site well in response to search queries.
Conversion
the person browsing actually purchases, so he or she is converted from a browser to a buyer
Keywords
embedded in the page's tags, title, URL, and content
Meta tag
code embedded in a webpage. Meta tags are visible to site visitors but only by viewing the source code for the page. The meta description should include two or three sentences that summarize the page content.
Buyer personas
fictional representations of your buyers
Why create buyer personas?
They determine which kind of content you need, they set the tone, style, and delivery strategies for your content, they help you target the topics you should be writing about, and they tell you where buyers get their information and how they want to consume it.
How many buyer personas if your business has several types of customers?
4-6 personas
How can you develop your brand voice?
align your writers and extend the review process.
Roast
biggest content pieces; definitive guides; your expertise
Raisin Bran
Simple, consistent, easy to consume, cheat sheets, checklists, basic best practices
Spinach
Valuable, educational information
Chocolate Cake
Fun, light-hearted, purely entertaining
Tabasco
Challenges, asks hard questions, provokes response
New customer
Activate your newest customers with content that guides them through set-up processes, answers common questions, and welcomes them to your community
Ongoing Customer
As your customers become comfortable with your products, create content that helps them become successful
Loyal Customer
These are your advocates, they are deeply invested in your brand
Long tail keyword
a string of words; example "hotels near Idaho Falls"
Three steps of the buyer's journey
1. Awareness
2. Consideration
3. Decision
Awareness
The prospect is expressing symptoms of the problem. They are trying to understand their problem more deeply and give a name to it.
Consideration
Prospect has a clearly defined problem or an opportunity
Decision
The prospect has decided on a solution strategy.
Ideal word count to keyword ratio
between .0003 and .0041
Majority between .0032 and .0041
Front loading title with keywords
search engines put more weight on words found in the beginning of your title tag
How many characters in a title?
Under 70
Minimal number of words in blog post for Google
300+ Words
Alt Attribute for images
is used to accurately describe what is in the picture. Keep it short around 7 words and describe the photo exactly.
Influencer
an individual who has the power to affect purchase decisions of others because of his/her authority, knowledge, position or relationship with his/her audience
Word of Mouth influence
20-50% of all purchasing decisions
65% of brands currently engage in influencer marketing
Adblocking has grown by 41 percent over the last year
Reasons to add influencer marketing
Extend your reach
Boost Brand Credibility and build social proof
Build SEO value
Micro-influencers
Everyday people with a decent following. They have over 3000 followers on their Instagram, Facebook or Twitter, which usually revolves around a particular passion or niche.
Mutual value
...
UTM Parameters
Short text codes that can be added to a URL to track relevant data about website visitors and traffic source. You can create them for your influencers to use when they share content on social media so you can track how much engagement the campaign is receiving.
Brand Awareness
look for popular bogs
Customer retention or upsell
current customers
FTC Compliance
Specific guidelines for social media content producers, with the intent to protect the public from advertising disguised as social media by ensuring that sponsorships are transparent.
What is the most important aspect of influencer marketing?
Authenticity
What is the only way to achieve authenticity ?
By owning relationships and building out an influencer network with brand mentions that are done frequently, not once.
Social media monitoring
helps you track key social metrics like brand awareness and social share of voice.
Social media listening
When you start making in-depth analyses and taking action based on your findings, you've moved on from the simple task of social media monitoring into the more complex work of social listening.
Difference between social media marketing and social media listening
Social media monitoring is about the past and social media listing is the future
Share of voice
...
Activity metrics
...
Interaction metrics
...
Return metrics
...
Return on impressions model
...
Return on social media impact model
...
Return on target influence model
...
Return on earned media model
...
Forward tracking
...
Coincident tracking
...
Reverse tracking
...
Baselines
...
Deltas
...
Activity timelines
...
FRY
...
Utilitarian Approach
...
Rights Approach
...
Fairness or Justice Approach
...
Common Good Approach
...
Social Contract Theory
...
Virtue Approach
...
Clogola
...
Brandjacking
...
Flogs
...
Shill
...
Sock Pupper
...
Splogs
...
Packingham v. North Caolina
...
Davis v. Loudon County Board of Supercvisors
...
Knight First Amendment Institute v. Donald Trump
...
Fraley v. Facebook
...
Malcom Harris, Occupy Wall Street, Property Laws
...
Hispanics Untied
...
YOU MIGHT ALSO LIKE...