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MKTG 432 Exam 3

Terms in this set (22)

Define the following types of social media sites:
Social networking (Facebook, Twitter, and LinkedIn) help people cultivate a community of friends and share information.

Blogs = personal websites written by somebody who is passionate about a topic, provide a means to share that passion with the world and to foster an active community of readers who provide comments on the author's posts.

Video and image sharing (YouTube, Vimeo, Flickr, Slide-Share, and Instagram) simplify the process of sharing + commenting on photos, graphic images, and videos.

Chat rooms and message boards serve as online meeting places where people meet and discuss topics of interest, with the main feature being that anyone can start a discussion thread.

Review sites (Yelp, Rotten Tomatoes, Amazon, and TripAdvisor) - places where consumers rate products, services, and companies.

Wikis are websites that anybody can edit and update.

Social bookmarking (Reddit) allow users to suggest content to others and vote on what is interesting.

Mobile applications with GPS-generated location services add the component of identifying exactly where each user is in the world.
How does the author depict the web as a city?
It helps make sense of each aspect of online life and how we create and interact.
Corporate sites = storefronts on Main Street
Craigslist = bulletin board at the entrance of the corner store.
eBay = a garage sale
Amazon = superstore replete with patrons anxious to give you their two cents.
Mainstream media sites like New York Times = newspapers.
Chat rooms and forums = coffeehouses, saloons, cafes, etc.
Wrong side of the chats = web's adult entertainment, spam.
What parallels does the author draw between social media and cocktail party?
Social media and the ways that people interact on blogs, forums, and social networking sites as the bars, private clubs, and cocktail parties of the city.
Twitter can be compared to the interlude when the girls go to the ladies' room and talk about the guys, and vice versa.

Cocktail party situation: people do business with people they like, same with social media.
Do you go into a large gathering filled with a few acquaintances and tons of people you do not know and shout, "BUY MY PRODUCT!"?
Do you go into a cocktail party and ask every single person you meet for a business card before you agree to speak with them?
Do you try to meet every single person, or do you have a few great conversations?
Do you listen more than you speak?
Are you helpful, providing valuable information to people with no expectation of getting something tangible in return?
Or do you avoid the social interaction of cocktail parties altogether because you are uncomfortable in such situations?
Why are YouTube and iTunes major tools for companies attempting to educate, promote, and communicate relevant information about who they are?
YouTube, Vimeo, and iTunes = easy ways for people to view + listen
high-speed Internet connections became the norm
technology to create and upload audio and video are simple so anybody can do it
Videos use emotion to tell stories that other forms of marketing cannot.
How did the efforts of Queensland Tourism, while soliciting applications for The Best Job in the World, have a positive impact on tourism in the Great Barrier Reef area?
Tourism Queensland created a contest to get people to share their ideas and tell their stories.
Winner = caretaker of the reef, use social media, and gets $150,000 for 6 months gig
The content had 30% of the world hear about them
people saw the announcement about the job opening on both mainstream media and blogs, video applications for the job started to come in at a rapid clip.
tourists drew a 34 percent increase in flight bookings
What developments have increased the value of podcasts as a marketing tool?
Three developments:

The ability to add audio feeds and notifications to Rich Site Summary (RSS).
This enables listeners who subscribe to an audio feed to download new updates soon after they are released.

The availability of those podcast feeds through iTunes, which has become the most important search engine for audio content.
People have access to regularly updated shows from whatever cultural niches they specifically choose

The rise of mobile listening applications for smartphones, like Stitcher and the Podcasts app that comes standard on iOS.
You just open the app and start listening to your favorite shows.
What is a World Wide Rave and what is required to trigger it?
A World Wide Rave is when people around the world are talking about you, your company, and your products.
When global communities link to your stuff on the web
You can trigger a WWR by creating something valuable that people want to share, and make it easy for them to do so.
Summarize the Rules of the Rave.
Nobody cares about your products (except you).
No coercion required.
Lose control.
Put down roots.
Create triggers that encourage people to share.
Point the world to your (virtual) doorstep.
What are the odds of creating a successful viral buzz for a product or service, and why are the odds so discouraging?
Most ventures will fail, a few might do okay, and 1 out of 20 or so will take off and become a large enterprise that will pay back investors many times the initial investment.

The problem is that nobody knows with certainty which movie or venture-backed company in the portfolio will succeed, so it requires a numbers game of investing in many prospects.
What are some examples of successful viral campaigns?
Clip this coupon for $1 million off Fort Myers, Florida, home.
What are the principles of developing thoughtful content?
-Do not write about your company and your products.
-Define your organizational goals first.
-Based on your goals, decide whether you want to provide the content free and without any registration or you want to include some kind of registration mechanism.
-Think like a publisher by understanding your audience.
-Write for your audience.
-Choose a great title that grabs attention.
-Promote the effort like crazy.
-Alert appropriate reporters, bloggers, and analysts that the content is available and send them a download link.
What forms does it take?
White papers
E-Books
Email Newsletters
Webinars
Wikis
Research and Survey Reports
Photos, Images, Graphs, Charts, and Infographics
Slide Presentations
Blogs
Audio and Video
What are some things that external thought leaders can do for your organization?
Effective technique for showing your buyers that you are plugged in and work with recognized experts.

You might have a thought leader from your industry guest blog for you, author a white paper, participate in a webinar, or speak to your clients at a live event.
What are some ways Facebook can connect an organization with people?
Creating a Facebook group that generates support from millions of ordinary citizens and start a movement. When people can communicate with one another in real time, it has fundamental ramifications for all of humanity.
What are some things you can do to your Twitter site to enhance your brand?
Make sure your site is mobile compliant. You need the pages to load properly in mobile devices.
Create a mobile site map so the search engines can index your pages for mobile browsers.
Use few words and small graphics. People don't read much on mobile and they want the data to come quickly.
Summarize the main points the author makes about optimizing social networking pages.
Target a specific audience, be a thought leader, be authentic and transparent, create lots of links, encourage people to contact you, participate, make it easy to find you, experiment.
Summarize ethical guidelines for blogging.
Transparency: You should never pretend to be someone you are not.
Privacy: Unless you've been given permission, don't blog about something that was disclosed to you.
Disclosure: It is important to disclose anything that people might consider a conflict of interest in a blog post.
Truthfulness: Don't lie!
Credit: You should give credit to bloggers (and other sources) whose material you have used in your blog.
What are the main points the author makes concerning building your blogging audience?
Create links to your blog from your homepage, product pages, or online media room. Mention your blog in your email or offline newsletters, and create links to your blog as part of your email signature and those of other people in your organization.
Smart bloggers understand search engines and use their blogs to reach audiences directly.
Comment on other people's blogs.
Building an audience for a blog takes time.
What suggestions does the author give for people who are reluctant to start a blog?
To get comfortable before you start, remember back to Chapter 5: You should follow a bunch of blogs in your industry first.

Then, before you jump into the water by creating your own blog, you can stick your toe in by leaving comments on other people's blogs. Test out your blog voice.

Finally, when it feels right, start your own blog. Send author URL so they can check it out.
What is Instagram, and what is its primary application?
Instagram is a photo-sharing application for iPhone and Android that makes it easy and fun to manipulate a photo; a variety of filters turn a snapshot into instant art.
It makes it so easy to create and share content.
Describe Pinterest and how it can be applied to market a product or service.
Think of Pinterest as the virtual equivalent of a bulletin board where you can "pin" items of interest to come back to later.

The marketing aspect is that other people can see your "boards" to follow what you find interesting.
Describe the primary function of infographics
Infographics are graphical representations of complex data, information, or knowledge.

They take advantage of the human ability to visualize very complex data quickly.
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