Deep Dive - Digital Marketing Final Unit

What are the three primary goals for social media marketing?

1. Create a first-time customer, 2. Facilitate additional purchasing by current customers (loyalty), 3. Support SEO efforts.

What is the significance of keywords in social media captions?

Keywords need to be included in captions to enhance SEO efforts.

What is 'Paid Media' in digital marketing?

Content that companies pay to have featured on another website, such as ads, social media advertising, and affiliate marketing.

What does 'Owned Media' refer to?

Company-controlled properties like websites, social media profiles, and email marketing.

Define 'Earned Media'.

Publicity a company receives from unpaid promotional efforts, such as social media sharing and press coverage; it is cost-effective and can improve search engine rankings.

Why is paid advertising on social media more effective for generating new customers?

Social media platforms have more user information for precise ad targeting, ads appear in feeds for higher engagement rates, and offer more engagement options.

What is social listening?

The analysis of data from customer conversations on social media to gain insights into sentiments about a brand.

What are the steps involved in social listening?

1. Scraping public mentions of a company, 2. Coding mentions as positive, negative, or neutral, 3. Summarizing average sentiments.

What is social monitoring?

Platforms that allow companies to track online conversations relevant to them and respond to those conversations.

What is social reputation management?

Participation by a company's social media account to increase positive content and mitigate negative content.

What are the steps in creating a social media plan?

1. Determine the objective, 2. Choose the platform/s, 3. Plan the content, 4. Distribute and promote content, 5. Measure success using KPIs.

Which platforms are recommended for targeting first-time customers?

YouTube for information-rich content and Instagram via influencer marketing.

What types of content should companies post on social media?

1. Original Content, 2. Repurposed Content, 3. User-Generated Content (UGC), 4. Co-created Content, 5. Curated Content.

What is the preferred media ranking on Facebook?

Live Video > (Edited) Video > GIFs and Images > Plain Text.

What type of value should social media content provide to customers?

Content should provide utilitarian value, entertainment value, or community value to encourage engagement.

What should a social media style guide specify?

Tone, legal guidelines, response guidelines, and formatting guidelines.

What is the importance of scheduling content?

Content should be posted when followers are most active, and scheduling software helps in efficient planning.

What is the challenge of attracting engaged followers on social media?

Social media algorithms prioritize posts from friends over companies, limiting visibility of company posts.

What is the strategy for keeping followers engaged?

Post engaging content that fosters clicks, likes, and views to signal to the platform that followers enjoy the content.

What are some pitfalls of posting on corporate social media profiles?

People tend not to follow corporate profiles, and content may not influence purchase likelihood.

What is the role of incentives in attracting engaged followers?

Incentives should be based on the value provided by the content rather than generic external incentives.

What is the benefit of content synergy for companies with limited resources?

It allows for using the same content on multiple platforms with minor adjustments, saving time and resources.

What is User-Generated Content (UGC)?

Content created by users (customers) that expands content volume and personalizes the customer connection.

What is Co-created Content?

Content created in collaboration with other brands or creators, providing cross-exposure to the partner's followers.

What is Curated Content?

Content created by a third party that the company shares, which should only be a small proportion of total content.

What is Earned Media?

Free publicity generated by external agents, typically through users sharing a company's content.

What are the six factors of the Contagious Framework by Jonah Berger?

1. Social Currency 2. Triggers 3. Emotion 4. Public 5. Practical Value 6. Stories

How can Earned Media be positively impacted?

Through a dramatic, sweeping reaction to a negative incident.

What is Paid Media?

Advertising where companies directly pay social platforms to distribute ad content.

What is Influencer Marketing?

A form of paid media where a company pays an influencer to promote a product.

What is the importance of FTC Compliance in influencer marketing?

Brands must ensure influencers disclose their material connection clearly and conspicuously.

What are Micro-Influencers?

Influencers with under 100,000 followers, often yielding better returns due to loyal and homogeneous audiences.

What metrics are used to measure reach in social media?

Total Followers, Follower Growth, Impressions/Views.

What does Engagement Rate measure?

The percentage of users who interacted with any content within a given time period.

What is Conversion Rate in social media metrics?

The percentage of users who make a purchase directly from social media content.

What does Social Listening measure?

Metrics like volume of mentions, sentiment analysis, and topic analysis to gauge brand performance.

What is the significance of changes in Volume and Sentiment?

A simultaneous increase in volume and decrease in sentiment may indicate a potential brand crisis.

What is the primary value of Facebook as a social media platform?

Largest user base, high engagement, and sophisticated advertising capabilities.

What are the key sorting factors in Facebook's algorithm?

Past engagement with the poster, recency, and content type.

What are the core ad targeting methods on Facebook?

Core Audiences, Custom Audiences, Lookalike Audiences.

What is X (formerly Twitter) known for?

A highly active user base with expectations of rapid responses from companies.

What types of ads are available on X?

Promoted Posts, Promoted Accounts, Promoted Trends.

What is the primary content format on Pinterest?

Highly visual content with quick scanning through multiple columns of images.

What is a 'Pin' on Pinterest?

A bookmark or image post with a short caption that includes a source URL.

What are 'Promoted Pins'?

Ads on Pinterest that promote specific pins to a wider audience.

What is the payment model for ads on Pinterest?

CPM, CPC, or CPE depending on the type of engagement desired.

What is the role of Dynamic Retargeting Ads?

Ads that change content based on the user's previous interactions with a website.

What is a 'Story' in social media context?

A group of pictures and videos that users can view in sequence, providing longer-form content.

What is the significance of measuring Impressions/Views?

It shows the real reach of content by indicating how many followers saw it.

What does the term 'Click' refer to in social media advertising?

Each time a user clicks on a social media ad.

What is Interest Targeting in digital advertising?

Selecting internet users to show ads based on their interests, such as hobbies and events.

What is the primary business use of YouTube for advertising?

Creating videos that entertain and advertise, attracting an organic audience.

What are Bumper ads on YouTube?

Non-skippable ads that last up to 6 seconds.

What is the Cost Per View (CPV) model in YouTube advertising?

Advertisers pay when a user watches an ad for 30 seconds or interacts with it.

What is LinkedIn primarily used for?

Professional networking and B2B marketing.

What is a unique ad type offered by LinkedIn?

Sponsored InMail, which allows advertisers to send messages directly to users' InMail.

What is the primary demographic of Instagram users?

Over 2 billion monthly users, highly popular among the 18-30-year-old demographic.

What are Instagram Reels?

90-second or shorter vertical videos, similar to TikTok.

What is the main feature of Snapchat's Stories?

Allows users to group snaps together for a longer narrative; stories disappear after 24 hours.

What is a Snap Ad?

A full-screen vertical video ad that appears between Snapchat Stories.

What is TikTok's primary content format?

Exclusively videos, most of which are shorter than one minute.

What is the 'For You' feed on TikTok?

A feed that plays videos immediately upon opening the app and loops them until the user scrolls.

What is Online Reputation Management (ORM)?

The practice of promoting a positive brand image online by managing both positive and negative information.

What is the goal of monitoring online conversations for ORM?

To improve public perception and manage the brand's online reputation.

What should companies monitor for effective ORM?

Company name, products, trademarks, high-level employees, competitors' brands, and crucial terms like 'company name + fraud'.

What is a free tool for monitoring online mentions?

Google Alerts.

How should companies respond to negative reviews on online review sites?

Respond professionally, take responsibility, and try to resolve the issue privately.

What should companies avoid when responding to scam reporting sites?

Mentioning their brand/product names to prevent improving the negative page's SEO ranking.

What is the importance of influencer marketing?

It promotes products or services to an influencer's following, leveraging their credibility.

What is a Lead Gen Form on LinkedIn?

Ads that include a pop-up form for instant lead capture.

What are Stories Ads on Instagram?

Full-screen ads that appear between user stories, activated by swiping up.

What is the primary payment model for Snapchat ads?

Primarily paid on a CPM basis.

What is the unique feature of TikTok's Duet?

Allows split-screen videos combining new content with original video sound/content.

What is the typical user age range for Snapchat?

Over half of users are between 15 and 25 years old.

What is the significance of the algorithm in YouTube advertising?

It is based on the channel's overall volume of viewership and engagement metrics.

What is the main content strategy for companies on LinkedIn?

Reinforce the company as a thought leader in its industry.

What should you avoid mentioning when responding to scam reports?

Brand or product names, to prevent improving negative page SEO ranking.

What are the three priorities in emergency response?

Timeliness, Transparency, and Training.

What is the goal of ORM (Online Reputation Management) positive content?

To create a variety of positive content that ranks well in Search Engine Results Pages (SERPs).

What is a successful example of ORM strategy?

Comcast controlling the top 5 organic search results for 'comcast xfinity'.

What is Artificial General Intelligence (AGI)?

A computer that can mimic human problem-solving and decision-making abilities.

What does computer vision aim to achieve?

Enable computers to 'see' and understand the content of an image.

What are neural networks used for in AI?

To analyze input data and produce responses based on that data.

What are large language models (LLMs)?

Generative AI that learns language patterns from documents to produce text responses.

What are hallucinations in the context of generative AI?

Incorrect but plausible-seeming statements produced by AI.

How do AI enhancements improve ad targeting?

By excluding non-buyers and concentrating ads on ready-to-purchase buyers.

What is one-to-one targeting in digital marketing?

Tailoring messages specifically to each customer or potential customer.

What is a major obstacle to one-to-one targeting?

Cost of mass-producing tailored messages.

What is the significance of proper conversion tracking for AI?

It ensures AI optimizes for valuable outcomes, not trivial events.

What is misleading attribution in AI advertising?

When AI takes credit for sales that would have occurred anyway through other channels.

How can generative AI assist in ad creation?

By generating numerous ideas for ad copy and images quickly.

What is a key guideline for using AI in ad copy generation?

Prompts should include details about the customer segment targeted.

What is the best practice for AI-generated content in SEO?

Use AI to create drafts, which should then be edited and humanized.

What is the challenge of using AI for personalization in marketing?

It requires sufficient information about each customer.

What are some basics of prompt engineering for LLMs?

Record past prompts, specify response length, provide examples, and context.

What are intellectual property concerns related to AI-generated content?

AI content is original and doesn't violate copyright, but contracts are needed to prevent misuse.

How does bias manifest in generative AI?

AI replicates patterns of bias found in training data.

What is a potential negative impact of AI-generated misinformation?

It can exacerbate issues like election interference and create deepfakes.

How is AI being used as a solution to misinformation?

By flagging false content on social media.