Flashcards
Social Media Marketing (4)
Flashcards do conjunto (149)
- 1MicromarketA micromarket is a group of consumers once considered too small and inaccessible for marketers to pursue.
- 2MicroshareA microshare could include a sentence, sentence fragment, embedded video, or link to content residing on another site.
- 3Milieu – Milieu describes the visual nature of the game such as science fiction, fantasy, horror, and retro.Milieu describes the visual nature of the game such as science fiction, fantasy, horror, and retro.
- 4MMORPGMMORPGs—massive multiplayer online role- playing games—are a type of RPG that truly encompasses the social aspects of gaming. World of Warcraft is the largest of these with more than 11 million subscribers.
- 5Mobile newbiesMobile newbies are more focused on old media than new.
- 6ModeMode refers to the way the game world is experienced. It includes aspects such as whether a player’s activities are highly structured, whether the game is single player or multiplayer, whether the game is played in close physical proximity to other players (or by virtual proximity), and whether the game is real-time or turn-based.
- 7Momentum effectThe momentum effect makes the impact of a message grow as mass connectors spread influence impressions.
- 8Monetization strategyA monetization strategy is the strategy that a business follows to earn money.
- 9Narrative transportation theoryNarrative transportation theory explains how even imagined interactivity can build positive brand attitudes. This theory proposes that mental stimulation through narrative storytelling encourages players to become lost in the story.
- 10Negative word-of-mouthNegative word-of-mouth refers to negative comments, which are weighed more heavily by consumers than positive comments.
- 11NetnographyNetnography is a rapidly growing research methodology that adapts ethnographic research techniques to study the communities that emerge through computer-mediated communications.
- 12Network effectA network effect is the principle that each additional user adds value for all users.
- 13Network unitsNetwork units are connected by their relationships (or ties) with each other. Relationships are based on various affiliations such as kinship, friendship and affective ties, shared experiences, and shared hobbies and interests.
- 14Niche marketsNiche markets are refers to marketplaces that offer a relatively small number of items to buyers who tend to be loyal to these outlets (for example, big-and-tall men’s stores or bicycles built for two).
- 15Niche productsNiche products appeal to small, specialized groups of people.
- 16NodesNodes are members of a social network.
- 17Nonresponse biasNonresponse bias is the potential that those units that were not included in the final sample are significantly different from those that were.
- 18NormsNorms are rules that govern behavior.
- 19NudgeA nudge is a tool for reminding someone to socialize. On Facebook, the nudge takes the form of a “poke.”
- 20Object socialityObject sociality is the extent to which an object can be shared in social media.
- 21ObjectiveAn objective is a specific statement about a planned social media activity in terms of what that activity intends to accomplish.
- 22Objective-and-task methodThe objective-and-task method considers the objectives set out for the campaign and determines the cost estimates for accomplishing each objective.
- 23Off the networkOff the network people do not use the Internet and do not have mobile phones.
- 24Off-site indicatorsOff-site indicators are cues that bots look for from other web sites.
- 25Online communitiesOnline communities are group of people who come together for a specific purpose, who are guided by community policies, and who are supported by Internet access that enables virtual communication.
- 26Online gated communitiesOnline gated communities selectively allow access to only some people and may offer a high degree of social capital to the lucky few who pass the test.
- 27Online searchOnline search simply means using a search engine to find information using key words.
- 28On-site indicatorsOn-site indicators are certain site characteristics that the search bots and the search engine index.
- 29Open access sitesOpen access sites enable anyone to participate without registration or identification. This can be valuable for participation on sensitive topics as well as for ease of use.
- 30Open source modelIn the open source model, developers post their programs on a public site and a community of volunteers is free to tinker with them, develop other applications using the code, then give their changes away for free.
- 31OpenIDOpenID is an authentication protocol that works across participating sites. Unfortunately, OpenID works only on OpenID-enabled sites, limiting the portability for users.
- 32OpenSocial CodeThe term OpenSocial Code refers to a set of common APIs that enable developers to write software for applications that will run on multiple social websites.
- 33Opinion leaderAn opinion leader is a person who is frequently able to influence others’ attitudes or behaviors.
- 34Opinion miningOpinion mining means at a very basic level to analyze content to determine the attitude of the writer.
- 35Opportunity costOpportunity cost is the cost of any activity measured in terms of the value of the next best alternative foregone (that is not chosen).
- 36Opt inOpting in is an agreement activity in which an individual gives his or her permission for the source to send relevant messages.
- 37OrganicOrganic search results are those that have not been paid for.
- 38Organic contentOrganic content is content that a person feels intrinsically motivated to prepare and share.
- 39Organic social adsOrganic social ads are shared on a person’s activity stream following a brand interaction (such as liking the brand). Organic social ads occur only when people are interacting with the brand and are thought to carry enhanced credibility.
- 40Original contentOriginal content refers to contributions that originate with the poster.
- 41Owned mediaOwned media are channels the brand controls. Corporate websites and e-commerce sites, corporate blogs, advergames, and ARGs all represent forms of owned media.
- 42Paid linksPaid links are considered somewhat unethical in that linking should be the realm of earned media, not paid.
- 43Paid mediaFor paid media, marketers are assessed monetary fees, including purchasing space to deliver brand messages and securing endorsements.
- 44Pareto principleThe Pareto principle says that roughly 80 percent of events come from 20 percent of the causes.
- 45Participation effectThe Participation Effect is definable as the consequence associated with agents’ direct involvement in self-deciding a mechanism to reward/ punish contributory behaviors.
- 46Passion-centricPassion-centric communities are communities joined by people who not only share an interest in the object in question; chances are they are passionate about the object.
- 47Participatory advertisingIn participatory advertising, brands invite content, set mandatory guidelines and specifications, and possibly also provide participants with selected brand assets such as footage from prior commercials that ran on TV.
- 48Pay-per-click feesPay-per-click fees are the fees a marketer pays when someone clicks on an online display ad.
- 49Penetration rateA penetration rate is the measure of the percentage of a population with Internet access.
- 50Percentage of ad spendThe percentage of ad spend method assigns a set portion of the overall advertising budget for the organization to social media activities.
- 51PerformativeAction games are performative in that the player chooses an action that the game then executes. The actions may revolve around battles, sports, gambling, and so on.
- 52Permission emailsPermission emails are the direct mail of the digital age—they are personalized email offers sent to individuals who “opt in” to receiving marketing communications.
- 53Perpetual betaPerpetual beta means that a product is always in testing.
- 54Pick listsPick lists are item lists such as wish lists and gift lists; pick lists usually also offer a sharing feature.
- 55Pillar contentTypically pillar content is made up of educational content that readers use over time, save, and share with others.
- 56PlatformA game platform refers to the hardware systems on which the game is played.
- 57Plot placementPlot placements involve situations in which the brand is actually incorporated into the story itself in a substantive manner. Whether a plot placement or some other form of integration, the result is enhanced brand attitudes, recall and recognition, and purchase.
- 58Plug-insPlug-ins are third-party applications that “plug in” to a main site to add some form of functionality.
- 59Popularity filtersPopularity features are filters that enable the shopper to show products by most popular, most viewed, most favorite, or most commented.
- 60PopulationA population is all the organisms that both belong to the same group or species and live in the same geographical area.
- 61Positioning statementA positioning statement is a single written statement that encapsulates the position the brand wishes to hold in the minds of its target audience. Positioning statements succinctly capture the heart of what the brand is and what the sponsor wants it to become.
- 62Power siteA power site refers to a site with enormous readership.
- 63Power usersPower users are those others view as knowledgeable sources of information.
- 64PresencePresence refers to the effect that people experience when they interact with a computer-mediated or computer-generated environment.
- 65Presence indicatorsPresence indicators enable users to project an identity more vividly to others within a community.
- 66Principle of least interestAccording to the principle of least interest, the person who is least committed to staying in a relationship has the most power because that party doesn’t care as much if the other person rejects him or her.
- 67Principle of scarcityThe principle of scarcity says that we tend to instinctively want things more if we think we can’t have them.
- 68Privacy saliencePrivacy salience refers to people’s need to maintain their privacy on the internet.
- 69Product placementA product placement is simply the placement of a branded item in an entertainment property such as a television program, movie, or game. A placement can be very simple—involving nothing more than having a brand visible in a scene—or it can be heavily integrated into the entertainment property (and then product placement begins to overlap with immersive in-game advertising, which we discuss later).
- 70Propagation briefA propagation brief is a planning document for social media.
- 71Protest sitesProtest sites exist to criticize a source.
- 72Prurient impulsePrurient impulse occurs when people feel a curiosity about others and want to feed this interest.
- 73Psychic incomePsychic income is perceived value that is not expressed in monetary form.
- 74Psychographic segmentationPsychographic segmentation approaches slice up the market based on personality, motives, lifestyles, and attitudes and opinions.
- 75Psychology of influencePsychology of influence refers to the factors that make it more or less likely that people will change their attitudes or behavior based on a persuasive message.
- 76Public relationsPublic relations, the promotional mix component tasked with generating positive publicity and goodwill, may also utilize paid media in the form of sponsorships.
- 77Puppet mastersPuppet masters are the game writers of ARGs, who come up with game characters, events, places, and plot.
- 78Purchase palsPurchase pals are shopping companions who help us to think through our alternatives and make a decision. They validate the choices we make.
- 79Puzzle gamesIn puzzle games, the story unfolds as a mystery that invites players to solve clues before more of the narrative is revealed.
- 80QR codeA QR code is a two-dimensional bar code that can be read using a webcam or mobile device equipped with a code reader. QR is an acronym for Quick Response.
- 81Rabbit holeThe rabbit hole is the clue or site that initiates the game.
- 82Radical trustRadical trust refers to the trust bestowed on others when organizations shift control to their consumers and users. The trust is radical because those participating are not vetted; anyone and everyone online can participate in making decisions, creating and editing content, disseminating knowledge, and rating content quality.
- 83RatingsRatings are simply scores that people, acting in the role of critics, assign to something as an indicator. The rating may reflect perceived quality, satisfaction with the purchase, popularity, or some other variable.
- 84ReachReach refers to the percentage of the target audience that can be accessed using a form of media.
- 85RecommendationsRecommendations and referrals are personalized product endorsements. Whereas ratings and reviews are visible to everyone who wishes to see them, recommendations and referrals originate from the recipient’s social graph.
- 86Referent powerReferent power refers to authority through the motivation to identify with or please a person.
- 87Relative pullRelative pull is a comparison of how well different creative executions generate a response.
- 88Reputation economyIn a reputation economy, the value that people exchange is measured in esteem as well as in dollars, euros, or pounds.
- 89Reputational capitalReputational capital is based on the shared beliefs, relationships, and actions of those in the community such that norms, behaviors, and values held and shared by individuals ultimately support a community reputation.
- 90Reputation indicatorsReputation indicators broadcast users’ contributions to a site; they include participation levels, labels, collectible achievements and awards (badges), and points.
- 91Research designThe research design specifies a plan to collect and utilize data so that desired information can be obtained with sufficient precision and/or so that hypotheses can be tested properly.
- 92Research hookThe research hook offers a claim about something of interest. For example, our Weight Watchers’ article might claim, “66% of Americans are overweight, but you don’t have to be.”
- 93Resource hookThe resource hook is a common type in social news sites. It refers to content written with the intent to be helpful to the target audience.
- 94Response deviceDevice in which viewers can click the ads (called a clickthrough) to reach a target landing page.
- 95Return metricsReturn metrics focus on the outcomes (financial or otherwise) that directly or indirectly support the success of the brand. They include return on investment measures, cost reduction measures, and other performance metrics.
- 96Return on earned media modelThe return on earned media model uses a metric called advertising equivalency value to equate publicity in news media outlets to its paid advertising equivalent.
- 97Return on emotionReturn on emotion conceptually assesses the extent to which a brand has delivered a value in exchange for the emotional attachment fans have awarded it.
- 98Return on impressions modelThe return on impressions model demonstrates how many media impressions were generated by the social media tactics employed. An impression is simply an “opportunity to see” for the target audience.
- 99Return on investment (ROI)ROI is a measure of profitability. It captures how effective a company is at using capital to generate profits.
- 100Return on social media impact modelThe return on social media impact model attempts to track coverage across media and in different markets against sales over time. It requires the statistical technique of advanced multiple regression analysis to analyze variables that may affect sales, including the mix of advertising and promotional tools used at each time and place.
- 101Return on target influence modelThe return on target influence model relies upon survey data to assess the effectiveness of social media marketing. Surveys assess whether participants were exposed to the social media tactics and what perceptions they formed as a result of exposure.
- 102Revenue streamA revenue stream is a source of income.
- 103Reverse trackingReverse tracking is conducted after an activity or campaign has concluded. Reverse tracking also uses residual data and may include primary data collection such as surveys to assess the effects of the campaign.
- 104ReviewsReviews are assessments with detailed comments about the object in question. They explain and justify the critic’s assigned rating and provide added content to those viewing the content.
- 105Reviews and ratingsReviews and ratings are social commerce channels on review sites or branded e-commerce sites that give feedback on products.
- 106Reward powerReward power is one’s ability to provide others with what they desire.
- 107Rich mediaRich media refers to television commercials.
- 108Rich media adsRich media ads are ads that include streaming video.
- 109Role-playing game (RPG)Role-playing games (RPGs), games in which the players play a character role with the goal of completing some mission, are closely tied to the milieu of fantasy. Perhaps the best-known RPG started its life as a tabletop game—Dungeons and Dragons.
- 110Roving nodesRoving nodes want to be connected, but primarily for work. They use texting and email and rely upon their mobile devices for productivity.
- 111RSS feedsRSS feeds are syndicators of content that send content directly to subscribers.
- 112RubberneckersRubberneckers participate in game forums but do not actively play the game.
- 113Rule of reciprocityThe rule of reciprocity basically says that we have an embedded urge to repay debts and favors, whether or not we requested the help. Reciprocity is a common norm of behavior across cultures.
- 114Sales conversionsSales conversions refers to the number of people who click through who go on to purchase the product.
- 115Sales promotionA sales promotion is an initiative that seeks to motivate buyer behavior during a limited period of time by offering a discount or prize. Sales promotions are a tried-and-true tool; we see them all around us in the form of coupons, sweepstakes, and contests.
- 116SalesmenSalesmen are people who influence others with their natural persuasive power.
- 117SampleA sample is a subset of a population.
- 118Sample frameA sample frame is an available list that approximates the population and from which we draw a sample to represent the population.
- 119SamplingSampling means to offer a free trial of a product; these are usually mailed to consumers’ homes or distributed in stores or on the street. Social media can be used to recruit interested prospects to qualify for samples.
- 120Sampling errorSampling error is the result of collecting data from only a subset, rather than all, of the members of the sampling frame; it heightens the chance that the results are wrong.
- 121Sampling weightsSampling weights are adjustment factors applied to adjust for differences in probability of selection between cases in a sample.
- 122ScalabilityScalability means to be able to grow and expand capacity as needed without negatively (or at least minimally) affecting the contribution margin of the business.
- 123Scale freeScale free means that the more connections someone has, the more likely they are to make new ones.
- 124ScrapingScraping means collecting conversations according to established criteria for inclusion in a database.
- 125Screen placementsScreen placements that incorporate the brand into what’s happening on the show are the most common form of product placement.
- 126Script placementsScript placements include verbal mentions of the brand’s name and attributes in the plot. For example, in Madden NFL11, players are exposed to the Old Spice Swagger, a sponsored rating of a player’s personality.
- 127Search advertisingSearch advertising is a method of placing online advertisements on Web pages that show results from search engine queries.
- 128Search enginesSearch engines are websites such as Google and Yahoo that answer almost any kind of question.
- 129Search engine marketing (SEM)Search engine marketing, (SEM), is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of paid placement, contextual advertising, and paid inclusion.
- 130Search engine optimization (SEO)SEO is the process of modifying content, site characteristics, and content connections to achieve improved search engine rankings
- 131Secondary contentSecondary content is things that others create we feel are worth redistributing to our social networks, such as retweets, links to a celebrity blog, or even brands we “like” on our Facebook page.
- 132SeedA seed is something that gives fans a reason to interact with the brand.
- 133SentimentSentiment refers to how people think or feel (especially feel) about an object such as a brand or a political candidate. Sentiment is heavier on emotion than reason but it captures an opinion about something.
- 134Sentiment dictionaryA sentiment dictionary specifies sentiment indicators and rules to be used in the analysis. For instance, if the word “high” is in close proximity to the word “price,” the sentiment may be scored as negative.
- 135Share of voiceShare of voice is the percentage of advertising for a brand compared to competing brands.
- 136Share toolsShare tools are plug-ins that appear as clickable icons on a website and enable the viewer to bookmark or share the page with many social networking, social news, and social bookmarking sites.
- 137Share Your StoryShare Your Story refers to tools for publishing customer testimonials; includes video testimonials and narratives submitted by customers.
- 138Shop togetherShop together is an application that allows shoppers to log in to an e-commerce site and then interact and collaborate throughout the e-commerce site.
- 139Significant tiesSignificant ties are somewhat close connections, but less so than core ties.
- 140Simulation gamesSimulation games attempt to depict real-world situations as accurately as possible. There are several subgenres including racing simulators, flight simulators, and “Sim” games that enable the players to simulate the development of an environment.
- 141Situation analysisThe situation analysis details the current problem or opportunity the organization faces.
- 142Six degrees of separationSix degrees of separation is an observation that everyone is connected to everyone else by no more than six ties.
- 143SkinsSkins, also called themes, are visual elements people use to change the aesthetic of a web page. They typically include background scenes, colors, fonts, menu styles, and a stylized layout of the page’s elements.
- 144Small-world networkA small-world network illustrates that most nodes in a social graph are not directly linked to one another— instead they are indirectly connected via neighbors.
- 145Social adsSocial ads are online display ads that incorporate user data in the ad or in the targeting of the ad and enable some form of social interaction within the ad unit or landing page.
- 146Social bookmarkingSocial bookmarking is a method for Internet users to organize, store, manage and search for bookmarks of resources online.
- 147Social capitalSocial capital is resources whose value flows to people as a result of their access to others.
- 148Social commerceSocial commerce refers to the use of social media to assist in the online buying and selling of products and services. Social commerce leverages social shopping behaviors when online shoppers interact and collaborate during the shopping experience.
- 149Social context ad – A social context ad includes ad creative, an engagement device, and personalized referral content from people in the viewer’s network.