Questions and Answers of Social Marketing Behavior Change

What is a channel plan and how is it used?
How does a content plan relate to experience strategies? What are the elements included in the content plan?
What is an editorial calendar and what should be considered in developing the calendar?
How do social media teams manage the roles, tasks, and schedules related to executing social media tactics?
What are social media tactics?
Why should a social media strategy be based on an experience? Describe a social media brand experience that you found engaging. What characteristics of the experience made it effective?
Describe four tactics marketers use to achieve experience strategies and note the related zone(s) of social media.
Why should brands develop hygiene, hub, and hero content?
What are the components of a content strategy document? How is this different from a content calendar?
What are the benefits of a defined social media workflow?
Find a real-world example of a brand’s social media strategy that is based on an experience.Describe its target audience and effectiveness. How would you vary the experience to apply to the other
Choose a brand and evaluate its channel plan (where the brand engages with the target audience). What conclusions could you draw about the fit of the channel?
Analyze a brand profile on Facebook or Twitter. Identify four types of social media marketing tactics they have recently used.
Imagine you are planning an upcoming campaign for a local coffee shop. Create a content strategy document.
For the same coffee shop create a sample content calendar (week, month, or annual).
How do social networking communities enable user participation and sharing?
In what ways can brands utilize social networking communities for branding and promotion?
How can brands reach consumers organically using social network sites? What characteristics do brand fans exhibit?
What forms of paid media can be used in social communities? Why is paid media important to social media marketers?
What social activities are the focus of participation in social communities?
How can brands create identities in social communities?
What are the types of social networks in social media?
What are the characteristics of social ads? How effective are social ads?
How can brands engage consumers in social communities?
What is earned media? How do brands encourage earned media with their social networking activities?
What are the characteristics of brand fans?
Discussion: Should a social network own our social data? Is it an invasion of privacy for social networks to collect and use the information we leave as we deposit digital footprints in a site and
Discussion: If one of your friends on a SNS shared multiple branded advertisements over the course of a day or week, would this change how you felt about that friend? Would you feel your privacy had
Discussion: Are Facebook friends the same as real friends? Are Facebook fans real fans?Explain.
Analyze a brand profile on Facebook. Consider Gallaugher & Ransbotham’s 3M Model. Does the brand use social media for megaphone, magnet, and monitor posts? How engaging is each type of post?
Interview three people who are passionate about some interest. Document the time and resources they spend to engage with this object. Despite their passion for very different objects, what
What are the channels of social publishing?
Who creates the content published in social channels? What kind of content can be published?
What content characteristics enhance perceived content quality and value? How can marketers plan and organize their efforts as they embrace a social publishing strategy?
What is the role of social publishing in social media marketing? How do social media marketers utilize search engine optimization and social media optimization to meet marketing objectives?
How can social content be promoted? What role do social news and social bookmarking sites play in content promotion?
What is social publishing? What kinds of content can be published socially?
How can social publishing, along with SEO and SMO, help to meet marketing objectives?
How can a site be optimized for search engines?
Why is it important to achieve a top three ranking in a list of search engine results?
Explain the concept of the linkwheel.
What are the different types of tags that are used by search engine optimizers to influence search engine indexing?
What role does social media optimization play in search engine optimization? How are the two concepts related?
Explain the five types of linkbait and why linkbaiting is important.
Is there a difference between social news sites and social bookmarking sites? Explain.
Visit a website of your choice.1. Go through the website to identify the components that were strategically optimized using SEO and SMO techniques. What could have been done to optimize the site
Visit Blogger or WordPress and sign up for a free blogging account. Complete your profile and add the standard blog components to your blog layout.1. Now write your first post (your instructor may
Register for a social bookmarking site and a social news site. You can choose which ones you wish to use. Once you’ve completed your profiles on the two sites, be sure to add your new activity to
Visit the social bookmarking site you joined and look up a topic of interest for you. Select ten headlines that have been saved by other users. Classify the headlines according to the type of
Visit Google’s free SEO tools, listed below. Enter several search terms to see how they present information to you on keywords, trends, and phrases.1. Google Suggest 2. Google Keywords 3. Google
Read the FTC “Guides Concerning the Use of Endorsements and Testimonials for Advertising” at www.ftc.gov/os/2009/10/091005revisedendorsementguides.pdf. How will the guides affect your own brand
What is social entertainment? What is branded entertainment? How is it distinguished from content marketing used in social publishing?
How can social media marketers use social entertainment to meet branding objectives? Why is social entertainment an effective approach for engaging target audiences?
What are the characteristics of social games and gamer segments? How can marketers effectively use social games? How are alternate reality games different from other social games?
How are brands using original digital video as a social entertainment tactic?
In what ways are marketers using social music, social video and television, and social celebrity to share brand messaging?
What is social entertainment? What are the types of social entertainment?
How do casual gamers differ from hardcore gamers? Are social gamers casual, a hybrid of casual and hardcore, or a new segment of gamer all together?
What are the four major game genres? Provide examples of each. What is the distinguishing characteristic associated with each genre?
What makes a game social? Explain the characteristics of social games.
Explain the differences between pre-roll, post-roll, and interlevel in-game advertising.
What is an advergame? How do we distinguish it from other social games?
How is brand integration and immersive in-game advertising different from other forms of branding in social games?
Why is brand sponsorship of video influencers so effective?
What is the advantage of using original branded video content for marketing rather than advertising in other content?
What is social music?
How can entertainment brands leverage social TV?
Are branded offers in social games ethical? Choose a side and debate this issue with a classmate. Then post your opinions and find out what your social graph thinks of this common practice.
Choose a social game to play. As you interact with the game, keep a journal of your experience. In particular, note the advertising and branded components and your reactions to them. How does your
Choose three people you know who watch YouTube videos. Interview them about whether they notice sponsorships of their favourite celebrities and channels. Have they responded to branded offers? Write
Visit Unfiction.com or argn.com to see what ARGs are playing now. Explore one of the current games. Is it associated with a brand (or is it a dark play ARG, with the brand yet to be identified)? Make
What is the relationship between social commerce and e-commerce? How are mobile devices and software applications influencing the development of social commerce?
How do social shoppers use social media as they move through the consumer decision-making process? Which social commerce elements should marketers employ to meet social shoppers’needs?
How do ratings and reviews provide value for consumers and marketers?
What are the psychological factors that influence social shopping?
Explain the concept of purchase pals. Do you pull your offline and online purchase pals from the same pool of friends and family, or are they different somehow?
How is social commerce related to e-commerce? In the future, will e-commerce be able to exist without social applications? Why or why not?
What are the benefits that accrue to businesses implementing social shopping applications?
What is the distinction between social shopping and social commerce?
How are reviews different from recommendations? Why are ratings an important cue to include with a review site?
Explain the concept of bounded rationality as it relates to social shopping.
Which stage of the decision-making process is most affected by the dimensions of social commerce? Explain.
What is thinslicing?
Explain the six sources of influence prevalent in social commerce applications.
Search Wanelo for brands you like. Can you buy the products you find? Is a recommendation tool included in the page? Can you add products to your shopping cart and check out from within the page? In
Which are more influential—reviews from experts or reviews from customers? Explain.
Review the list of social shopping applications presented in the chapter and visit some of the sites that use these applications. Social shopping applications provide functionality for customers,
How do you feel about reviews that are incentivized? Do you still trust them? How do you decide?
Of the tools of influence that can affect social commerce behavior, are some more influential than others? Explain. How can marketers leverage each influence tool in social media marketing?
How do companies utilize social media data and research to inform marketing decisions? What are the primary approaches to social media research?
What is the research process for collecting, processing, and analyzing residual social media data used in social listening and monitoring?
What are the common errors and biases associated with social media research?
How do brands develop social intelligence systems?
What is the process for netnographic research in social media communities?
What is social media research?
Why is social media research valuable for marketers? How do marketers use it?
What are the sources of data for social media researchers?
What sources of error are common in social media research?
Explain the steps in sentiment analysis.
When should a researcher use content analysis versus sentiment analysis?

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