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New Media Final Exam

Terms in this set (112)

ORM
Online Reputation Management
Negative online content
This can damage brands reputations if not handled properly.
Definition of online reputation management
The act of reviewing what is being said about a company or individual online so that the company can work to change overall public perception.
Social media monitoring tools
The best way brands can monitor mentions online.
Potential locations likely to have negative content about its brand
Online review sites, scam reporting sites, online forums, press articles, websites of activist organizations, social media sites, blogs, and informational sites.
Responding to negative reviews/comments
A company should avoid being defensive. Avoid downplaying reviewers experience. Take full responsibility, try to resolve the problem, and take the conversation offline.
Scam reporting sites
Sites that invite customers to report on being mistreated by a company. These sites rank well in SEO.
1 time
How many responses should a company respond to on scam reporting sites?
The three T's
Timeliness, transparency, and training.
Effective emergency response in crisis communication situation
Respond quickly, be transparent and admit wrongdoing, and resolve the issue by implementing training.
9 ways a company's webpage can rank well for brand searches
Corporate blog, corporate website, corporate ads, social media profile, directory listings, charity microsite, customer support site, product microsite, and cause microsite.
Purpose of ORM
To engage in activities to improve a company's overall public perception AND to manage their reputation online.
Natasha Morris
Director publics media
Programmatic defined
Data-enhanced automation of media buying and selling decisions and processes driven by people. Using data-driven technology to automate media buying to maximize efficiency.
Programmatic has 4 categories
Data, technology, inventory, and people.
Addressable media
The media with a potential to leverage data to tailor messaging based on known insights about individuals. A channel or device is addressable when there is specific data available.
Real-time bidding (RTB)
Buying and selling digital ad impressions via real-time auctions. More precise form of targeting consumers.
Demand Side Platforms (DSP)
Provide centralized media buying from ad exchanges, ad networks & SSPs. Power programmatic buying allows automated purchasing of advertising inventory.
Supply Side Platforms (SSP)
Programmatic activation platforms used by publishers to make their inventory available to the marketplace. These run the auction that allows publishers to monetize impressions across multiple DSPs.
Data Management Platforms (DMP)
Centralize and organize first, second, and third party data use to define audiences online. Segment data in order to optimize targeting specific audiences across a pool of inventory.
Auction types
first-price, second-price
Data signals
What is the backbone of audience activation?
Data signals have three categories
Advertising and marketing, inferred digital footprint, and deterministic digital footprint.
Data signals breakdown
Advertising and marketing across mobile, display, website, social, email, direct mail, and collecting user first party data from these.
Deterministic digital footprint
Demographic, device, transaction, location, media consumption, and seasonal. Metadata signals can be tied directly to a consumer and contain highly accurate known consumers actions.
First-party data
Client-owned data, any data that is owned by or unique to specific marketer, sales data and website visitor data, best for targeting, CRM, site visitors, email openers, and call center.
Second-party data
Data from publishers or other affiliates, someone else's first party data that is sold to a marketer for targeting or analytics, state farm plan members, costly, and strong accuracy.
Third-party data
Incremental cost, not as accurate as other types of data.
Managing segments
Understand all audience data and use it to maintain segmented audience lists to addressable prospects.
Identifying inventory
Locate the inventory that's the most likely to get prospects to take action among all the billions of available impressions.
Brokering transactions
Determine the price of the inventory to be acquired and, if the price is right, purchase the inventory.
Ad serving
Show ads in the right format and size across all of the inventory that's been acquired.
Measurement
Measure results after audiences are exposed to digital ads. Compare what happened to the goals that were set.
Optimization
Determine what, if anything, needs to change in order to get better results in the future. Make the necessary change and repeat.
Large followings
_ _ do not equate to huge revenues on social media
Advantages to using social media for marketing
Create a first-time customer, facilitate additional purchases from previous/current customers, and SEO can be effected.
Acquisition, engagement, and loyalty
These three terms should be measured and analyzed at each stage of its process.
Paid media
Social media ads, paid search marketing, display ads, and affiliate marketing. Increases online exposure which encourages engagement. Examples: search engine ads, display ads, pay per click, social media advertising, affiliate marketing, native advertising, targeting/retargeting (remarketing) - most likely used.
Owned media
Website, social media profiles, and email marketing. Any content that brands create themselves and have total control over. Examples: brand's official website, brand's social channels, brand's newsletter, brand's app, and brand's official blog/podcast/youtube.
Earned media
Social media sharing, direct traffic, SEO, and press coverage. Free publicity and media exposure. Anything a brand doesn't have to pay for. Example: a professional blog that mentions the brand, customers' posts in social media, social media activities, online ratings and reviews, and an influencers' mentioning on social media. This form of media is gained by utilizing good owned and paid media.
Paid
_ social does better overall, compared to companies that just do owned.
Social media advertising advantages over Google display network
More information on users for better targeting, ads show up and engagement rates are higher, and more engagement opportunities.
Social monitoring
The act of examining social media for information relevant to your brand. Gather info, brand/competitor mentions, relevant hashtags, industry trends, look at the metrics, all about the past, focuses on details, measures success, and collects all data.
Social listening
Process of monitoring digital media channels for mentions of your brand competitors, and product/service and analyze them for insights to discover opportunities to act. Scraping all public mentions of a company on social media, coding those mentions based on sentiment, and summarizing the overall online mood. Extracting useful information from social media conversations. All about the future, looks beyond #'s, analyzes data, guides strategy, and looks at the big picture.
5 steps to creating a social media plan
Determine the objective, choose the social media platforms, plan the content, distribute and promote the content, and measure success.
2 factors in choosing social platforms
The population of characteristics of each platform and the nature of company-person interactions on the platform.
First-time customers
Primary: youtube
Secondary: instagram
Customer loyalty
Primary: pinterest, snapchat, and instagram.
Secondary: linkedin
SEO
Primary: facebook
Secondary: twitter
Reputation management
Primary: review websites and industry forums.
Secondary: twitter and linkedin
Digital strategy
Locate resources across digital channels to carry out marketing and advertising strategies.
Digital execution
Social media manager that works with keywords and hashtags
Strategy framework
Attention, interest, desire, action, first-time customer, and loyal customers.
6 main digital marketing channels
SEO, paid search, email, social media ads, social media posting, and display ads
Demand generation
Using marketing activities that increase a potential consumer desire (creating a first-time customer).
Demand harvesting
Any activities that increase the likelihood of securing a purchase from a potential customer who already wants the product. Marketers should remove obstacles and using paid search to get consumers to pick them.
Product-centric
"I really want a smart phone." Primary demand generation.
Brand-centric
"I really want the iPhone 12." Focus on increasing a consumer's desire for product features unique to the brand.
Demand generation includes
Attention, interest, and partially desire.
Demand harvesting includes
Desire and action.
Loyalty building
Less about advertising and more about informing and communicating (give the customer a better experience). It is cost-efficient.
Results of loyalty
Purchase of breadth - wider variety of products.
Purchase frequency - more often.
Purchase amount - more expensive.
Simpler terms for demand generation
new companies, new products.
Simpler terms for demand harvesting
new companies with existing demand for the product but without an established customer base.
Consumer journey map
Mapping out how your customers perceive and react to your brand.
Touchpoints
Where the brand connects with its audiences. This could be in the form of reviews. Anything and everything that connects between a brand and its consumers.
Customer journey layer in stages
Awareness, consideration, acquisition, service, loyalty
Resource allocation
Spend $1 which can generate $10 in customer spending using channel A. Or, spend $1 but only generate $5 in customer spending. Which would you choose? (A)
6 digital marketing channels
SEO, paid search, email, social media ads, social media posting, and display advertising.
Two strategies for demand generation
Product-centric & brand-centric
Brands prioritizing marketing efforts
A brand should prioritize its marketing efforts and conduct advertising/marketing campaigns with understanding of the customer journey.
Brand equity
All about the consumer (consumer-focused). Recall value that connects services/products with the consumer. Value is over and above in terms of brand strategies. Determined by value and strength of a brand.
Brand value
Economic worth of the brand wherein customers are readily willing to pay more for a brand to get a product. Determined by financial or marketing analysis.
4 levels of customer-based brand equity
Judgements, feelings, performance, and imagery.
Culture
The complex collection of knowledge, experience, belief, values, attitudes, meanings, language, rules, ritual, habits, hierarchies, lifestyles, religion, roles, and possessions.
Low-context culture
Straightforward meanings, explicit messages, direct communication, values rules and task completion, words are enough to grasp meaning, information-oriented advertising, and typically U.S., Australia, and Western European cultures.
Yes
Do all social units (or people) develop a culture?
Two-person relationships, organizations, generations, and societies or nations.
Social units that can develop a culture
High-context culture
Complicated, double meanings, implicit messages, indirect communication (such as not labeling price on pizza ad, just showing the toppings), values traditions and relationships, words aren't enough to grasp meaning, rely on nonverbal cues, emotional and symbolic-oriented advertising. Asia, African, Arab, Central European, and Latin American cultures.
Social media
Online means of communication, conveyance, collaboration, and cultivation among interconnected and interdependent networks of people, communities, and organizations enhanced by technological capabilities and mobility.
Participation in social media
Post a status or update, create a blog, use a group deal, make a video and share it, or play social games.
Horizontal revolution
Almost the entire world has the capacity to access information. No top-down information flow from governments or companies. Information travels ACROSS people. New media on society.
Four zones of social media
Social community, social publishing, social entertainment, and social commerce.
(Zone 1) Social Community
Sharing, socializing, and conversing. The focus is on relationships and common activities shared among others with similar interests. ALL ABOUT RELATIONSHIP. Channels in this zone include social networking, message boards, forums, and wikis.
(Zone 2) Social Publishing
Editorial, commercial, user-generated. Sites which aid in the dissemination of content to an audience. ALL ABOUT SHARING. Channels in this zone include blogs, micro-sharing/micro-blogging sites, and social media sharing sites.
(Zone 3) Social Entertainment
Games, music, art. Encompasses channels and vehicles that offer opportunities for play and enjoyment. Channels in this zone include social games, socially enabled console games, alternate reality games, virtual worlds, and entertainment communities.
(Zone 4) Social Commerce
CRM/service, retailing/sales, human resources. Use of social media to assist in the online buying and selling of products and services. Channels in this zone include reviews and ratings, deal sites, deal aggregators, and social shopping markets.
5 V's of big data
Volume, velocity, variety, veracity, and value.
Volume (base of v pyramid)
Processing massive data scale from any data type gathered. The explosive of data improves a knowledge sharing and people awareness. Data size.
Velocity
Real time data processing, specifically data collection and analysis. All about speed in which the data is analyzed, gathered, and reprocessed. Speed of change.
Variety
Any types of data from various channels including structured (traditional media data) and unstructured data (audio, video, image, location data). Company and brand can attain information from other channels/sources.
Veracity
Data authenticity with the interest in the data sources of web log files, social media, enterprise content, transaction, data application. Data needs a valid power of information to ensure its authenticity and safety. QUALITY AND AUTHENTICITY.
Value
Added to brands or companies. Data in itself has to be very carefully treated.
Veracity and value
Although volume, variety, and velocity are considered the initial three v dimensions, two additional Vs of big data were added and include:
Personalization
A brand modifies an experience without any effort from the customer. The brand does everything. Example: Google shows me a website or advertisement I have interest in.
Customization
Customers intentionally modify the experience themselves. Example: adjusting Gmail settings that I want to see per page and adding a signature at the end of my email.
3 keys for data and personalization
1. Know the difference between interesting data and useful data (is data useful for what I'm doing with my business?).
2. Focus on high-impact value segments (such as visitors from Delaware convert at the highest rate, use other data and see how you can get more people from Delaware to drive more visitors).
3. Review data frequently.
Artificial intelligence
Refers to the technology that has the ability to make judgements and perform tasks commonly associated with intelligent beings. Examples: video games, transportation, heavy industry, aviation, telecommunication, government, finance, health, shopping, music, advertising.
3 types of value companies can provide customers
Utilitarian (customer receives a discount from the company's social media for a product and gains this value). Entertainment (content is entertaining). Community (connecting with customers).
Using earned media
Shared or re-shared content. To increase conversions: social currency (sharing things that make us look good), triggers (talk about things in our society). Emotion (feeling depends connection. Public (we're more likely to talk about what is observable). Practical value (if it solves a problem, it's worth talking about. Stories (humans like stories).
Using paid social
Key performance indicators used to measure social. Measuring reach (# of likes/followers, follower growth), measuring engagement, measuring loyalty, and social listening.
Facebook
Developed in 2006 by Mark Zuckerberg. Over 2 billion monthly users. Market value $500 billion.
Sponsored message ads
Ads that show up directly in messenger to a customer who has already messaged the company.
"Doing social media"
Creating new customers, increasing customer loyalty, and improving SEO. SEO indirectly impacts social sharing.
What can brands do to measure POE?
Track key social metrics, text messaging ads, and measure ROI.
How can brands be relevant on social?
Social monitoring by gathering info, brand/competitor mentions, relevant hashtags, industry trends, and looking at metrics.
Is ORM ethical?
Yes.
Content types
Original (content original to company), user-generated (any content created by platform users), co-created (two brands create content together - youtube), and curated (companies can post content created entirely by another entity - should use sparingly).
Ethical reasons for ORM
People do business with reputable companies, savvy/potential customers do their research, news outlets will look for info about your company, positive press reflects well on the brand, employees and potential new hires want to work wit ha brand with a good reputation, shareholders and investors will trust, NOBODY is liable when false info is posted about your company online.
Is ORM ethical?
YES, it's not avoiding responsibility for bad business practices. It recognizes that negative online content can have unnecessary damaging repercussions long after the issue has been addressed.
Brands need to monitor their reputation on these 8 sites
Online review sites (Yelp, Zagat), scam reporting sites (scam.com, RipOffReport.com), online forums (ford forum.com, connectedmoms.com), press articles, websites of activist organizations (PETA.org, World.org), social media sites, blogs (PeopleOfWalmart.com), and informational sites (Wikipedia, PublicRecords.com).
2 main strategies for demand generation
Product-centric (focus on increasing a consumer's desire for the benefits of the product category). Brand-centric (focus on increasing a consumer's desire for product features unique to the brand).
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