Content Marketing
The core input for a social publishing approach to social media marketing
User Generated Content (UGC)
Content created by fans/users
Cultural Co-Creation
Brands and consumer work together to create something (Ex: Lays Potato Chips - new flavors that the public voted on)
Organic Content
Content that is original (Ex: Fanfiction)
Incentivized Content
You can get something for participating (Ex: Starbucks white cup challenge)
Call to Action
A direct request in a marketing message for a specific behavior (Ex: Buttons that say "sign up now", "take a tour", etc.)
Counterfeit Conversations
Occur when an organization plants content that masquerades as original material an actual consumer posted
Editorial Calendar
Identifying relevant topics, types of content, publication venues, and a schedule for publication
Content Value Ladder
Characterize content in terms of its originality and substance
Authority-building Content
The original content positions the sponsoring entity as an authority on the subject in question
Pillar Content
A source creates a solid foundation of original content
Flagship Content
Seminal pieces of work that help to define a phenomenon or shape the way people think about something for a long time
Search Engine Optimization (SEO)
Increasing the prominence of a site on search lists using on-site and off-site tactics
Social Media Optimization (SMO)
A process that makes it more likely for content on a specific social media platform to be more visible and linkable in online communities
Conversion
Number of people who click through who go on to purchase the product
Search Engine Marketing (SEM)
A form on online marketing that promotes websites by increasing the visibility of the site's URL in search engine results
Pay-per-click (PPC)
Fees a marketer pays when someone clicks on an online display ad
Golden Triangle
Space on the screen where listings are virtually guaranteed to be viewed
Keywords
Primary on-site variables that are embedded in the page's tags, title, URL, and content
Meta Tag
Code embedded in the webpage
Dynamic Urls
Generated from scripts and change over time, making it difficult for people to return to your content later
Long Tail Keywords
Multi-phrase search queries
Linkwheels
Increase the number of links back to a site
Backlink
When other sites link back to the content
Linkbaiting
Careful crafting of a title that markets the content
Contrary Hook
Refutes some accepted belief
Research Hook
Offers a claim about something of interest
Sockpuppeting
People who take on a fictional identity when promoting content online
Gated Content
Content that has been placed behind a gate requiring users to enter their name and email address before accessing
Promo Code
Offers a percentage off on a product; great way to measure ROI
Untagged Brand Mentions
Social media posts you are mentioned in but not tagged in
Response Time
Most people expect a reply in an hour or less
Ongoing Analytics
The continuous monitoring of social media activi
Campaign-Focused Analytics
The monitoring of a social media campaign or event with a defined start and finish
Metrics
Something you can measure (Ex: shares, retweets, likes, etc.)
Benchmarking
Evaluate by comparison with a standard
Reach
The number of people exposed to the message
Frequency
The average number of times someones is exposed
Relative Pull
Comparison of how well different messages generate a response
Sales Conversions
Number of people who click through, who go on to purchase the product
Viewthroughs
The number of people who are exposed and do not click through, but who later visit the brand's website
KPI's
Key performance indicators
DATA
Define, Asses, Track, Adjust
SMART
Specific, Measurable, Appropriate, Realistic, Time-Oriented
Activity Metrics
Measure the actions the organization takes relative to social media
Interaction Metrics
Focus on how the target market engages with the social media platform and activities
Return Metrics
Focus on the outcomes (financial or otherwise) that directly or indirectly support the success of the brand
Advertising Equivalency Value
Equate publicity in news media outlets to its paid advertising equivalent
Opportunity Cost
What else could employees or volunteers have done if they weren't spending time contributing to the brand's social media activity?
Speed of Response
Social media enables companies to identify crisis situations quickly and respond quickly
Message Control
Brands accept the risk that the brand's message will be shared or manipulated in ways that the brand would rather not have happen
Forward Tracking
Tracking mechanisms are developed prior to launching the activity or campaign
Coincident Tracking
Begins during the activity or campaign
Reverse Tracking
Is conducted after an activity or campaign has concluded
Baseline
A metric that allows a marketer to compare its performance on some dimension to other things such as how competitors are doing or how its own efforts fluctuate over time
Measurement Map
Displays the types of branded messages produced and distributed and invitations for consumer engagement with the brand as well as the online location for these details
Metrics: Content Consumption
Who is interacting with and consuming the brand-generated and consumer-generated content? Is it who you want to consumer your content?
Metrics: Content Augmentation
Who is adding to or changing your content by continuing the conversation with response posts? In what ways is the content augmented? Is it consistent with what you want from the campaign?
Metrics: Content Sharing
At what rate are those exposed to the brand message sharing the content with others using share tools? Does the rate of sharing suggest campaign momentum?
Metrics: Content Loyalty
How many consumers have subscribed to branded content with RSS feeds or by registering for site access?
Metrics: Content Conversations
Who is discussing the brand? Who is linking to brand websites? What is the comment-to-post ratio?
Metrics: Content Engagement
Is the number of friends to brand profiles growing? Are people contributing content like comments and photos?
Two main reasons for a social media strategy?
It will result in a cost reduction and will generate more revenue
Types of non-financial impact
Website visitors, customer complaints, retweets, WOM, followers, Youtube views, impressions
Activity Timeline
5/20/2016 Joe starts tweeting
6/04/2016 Press Release
F.R.Y
Frequency, Reach, Yeild
How often customers transact, how many customers, and how much they spend
Brand Jacking
This is when an unauthorized person or persons pose as a someone or something they are not. One of the better known cases was "Janet" who created a Twitter profile for Exxon Mobile.
Character Blogs
these are blogs that are written by an alias or an obvious person who is not real
Flogs
aka Fake Blogs. Walmart and their PR firm Edelman suffered considerably when they pretended to feature two "real people" Walmarting across America
GMOOT
stands for "Get me one of those!
Shill
A shill is an associate of a person selling goods or services or a political group, who pretends no association to the seller/group and assumes the air of an enthusiastic customer-to encourage those unaware of the set-up to purchase
Sock Puppets
paid marketers who pose as community members to create content on behalf of a client or their own company
Splogs
spam blog-put up a quick free blog, and populate them with legitimate content from other and then fill them with Google ads and hope people land there and click
Crowdsourcing
Obtain by enlisting the services of a number of people, either paid or unpaid, typically via the Internet
Echo Chamber
Exposure to only like-minded voices