MC2035 Test 3 Review Social Media Conversation 1 Interactivity a Non Interactive When a message is not related to previous messages b Reactive When a message is related only to one previous message c Interactive When a message is related to a number of previous messages and to the relationship between these messages 2 The results of interactivity a Interactivity is Associated with i Acceptance and Satisfaction ii Performance quality iii Motivation iv Fun v Cognition and learning vi Openness frankness and sociability b Consumer Control is Key c Active Control Cognitive Involvement 3 Layered Experiences They make effective social media a Layer 1 Initial Engagement i Location Based Narrowcast Conversational Integrated Relevant and Unexpected b Layer 2 Immersive Branding i Deeply Interactive On Demand and controllable Personalized 4 Social Media Objectives a Effects objectives i Brand Awareness ii Message association iii Brand favorability iv Purchase intent b Other objectives i maintaining consumer loyalty create user advocacy advocates gathering informal research develop new insights on target market create buzz on branded experience building incremental reach Increase marketing ROI increasing conversations about brand increasing followers and likes supporting new products encouraging sharing 5 Social Media Mindset a Understand your audience i What they do in social media what motivates them where is your brand in social media and where are there active communities around your brand b Listen i Where are the conversations taking place who s talking are they influential and how and in what context are they referencing your brand c TOA Transparent Open Authentic i Be candid and transparent ii Make amends iii No deletions iv Always give credit for shared content d Allow employees to bond e Reward Loyalty i Retweet reply f Keep customers informed g Find new customers h Build a community and let customers contribute Be consistent i j BE RELEVANT AND UNEXPECTED Social Media Content 1 Interaction vs Conversation a Conversation talk between the brand and consumer b Interaction getting involved in sharing liking retweeting hashtags etc 70 of user a Retweets RT mentions hashtags replies Hat Tips HT favorites clicks engagement comes from retweets 2 Twitter engagement 3 Types of Facebook interactions a Comments 15 of interactions b Shares 6 of interactions c Likes 79 of interactions 4 Strategies for effective tweeting a Post during busy hours 8AM 7PM b Tweet 1 4 times per day c Photos and links get retweeted more 5 Strategies for effective Facebook posting a Post on the weekends b Post in non busy times 7PM 8AM c Pictures are the most effective d Post a combination of short and long links 6 Strategies for both a Post 2 3 times a day but never more than 7 times a week b Pictures are the most effective c Ask questions give commands retweet fill in the blank caption this d Use emoticons and hashtags e Keep posts and tweets less than 80 characters d Humor Style Posting tweeting using humor to get across a point or help advertise e Narrative Style Posting tweeting using a story to get across a point information or to 7 Social media copy a Make posts short and sweet b Be concise c Use the strategies help advertise 8 TOA of Social Media a Transparent Open and Authentic b BE IT Social Media Listening Analytics and Measurement 9 Steps and Purposes of analytics Listen to social media to determine how your brand is doing you can measure a Brand association measures the level of familiarity respondents have with brand b Message Association Measures the extent to which respondents can match the c Brand Favorability measures the extent to which respondents have a positive or message in the creative to the brand favorable opinion of the brand d Purchase Intent Measures the likelihood of respondents to purchase the brand in the future e The steps Are i Revisit your marketing communications and social media objectives ii Choose measurement categories that match your objectives iii Track those metrics through social media f Purpose i Provides benchmarking ii Can provide rich info on brand iii Can make real time adjustments 10 Measuring POEM POEM media tools i Ads Search a Paid b Earned c Owned i Public Relations Viral Social Media Conversations i Website Facebook twitter Youtube Wikis d Measure it using i Production Vendor ii Social media analytics vendor iii Your technology platforms 11 Identifying Influencers a Klout i Scores up to 100 sites ii Increase score through increased SNS activity scored from 10 equally weighted iii Still in the beta version the algorithms are not stable yet iv Can be difficult to find influential peer groups need to find 1 person within the group and search topics b Kred i Helps ID valuable communities and influencers on a topic ii Measures influence and generosity reciprocal relationships iii Measures real life credentials iv Looks at Twitter Facebook Google and LinkedIn interactions c Radian6 i Looks at conversation locations ie news coverage facebook blogs twitter forums comments videos images ii Shows how your brand is being talked about using the word cloud iii Gives a sentiment graph showing 5 categories of posts positive negative somewhat positive somewhat negative and mixed iv Allows you to compare your brand with another Gamification 12 Intrinsic vs Extrinsic a Intrinsic an internal motivation you do it for the sake of doing it b Extrinsic an exterior motivation that may motivate someone to do something they don t necessarily want to do 13 Game Dynamics and Mechanics a Examples of Gamification include SkyMiles TAF status foursquare b Gamification is bribery c Game dynamics d Gamification outcomes i Rewards status achievement self expression competition altruism i Creating content generating conversation sharing info repeating desired behavior building a community e Gamification Mechanics i Community Collaboration players work together to solve a riddle a problem or a challenge E G Joining a team to complete a quiz ii Leaderboard how players measure their scores against other players it promotes competition and motivation for players iii Points your running value assigned to your completing of certain tasks or groups of tasks Can also be virtual currency iv Loss Aversion you can lose points or levels for not completing certain tasks E G you can lose airline miles for not booking by a certain date v Appointments deadlines for performing certain assigned tasks E G checking is