Tutorial 3 Assignment Social Media Marketing

Tutorial 3 Indicate whether the statement is true or false. 1.Developingpersonasisanongoingprocessthatoftenrequiresthatmessagesandcontentbeadjustedascustomer feedbackisprovided. a. True b. False 2.LinkedInforbidsself-promotiononitsplatform. a. True b. False 3.TheForresterSocialTechnographicsLadderidentifiespersonasbasedonbothwhattheyaredoingonsocialmedia sitesalongwithwheretheyaredoingit. a. True b. False 4.Onceafully-developedpersonaandmarketingplanaredeveloped,theycanbeusedonmanydifferentplatforms. a. True b. False 5.Whendevelopingpersonasitisimportanttoidentifyallrelevantpersonasbyrole. a. True b. False 6."Bigdata"providesopportunitiestoperformbehavioraltargeting. a. True b. False Indicate the answer choice that best completes the statement or answers the question. 7.WhyistheSocialTechnographicsLadderuseful? a. Ithelpsidentifywhatsocialsitesaremostusefulforacompany. b. Itprovidesasetofpersonaprofilesforacompanytoreference. c. Itallowsacompanytoidentifywhypeopleareusingsocialmedia. d. Itreplacesothermoretime-consumingpersonadevelopment processes. e. ItconfirmsthatsocialmediaisusedprimarilybyGenerationY. 8.Google+: a. hasabuilt-intargetingmechanismwithitscircles. b. allowedhashtagsearchesuntilNovember2015,theneliminatedthat option. c. addedafeaturecalled"Companions"forsearchpurposes. d. alloftheabove. e. onlyAandBarecorrect. Tutorial 3 9.Whatisacommonissuewithsocialmediamarketingplans? a. Incorrectlyidentifyingthetargetaudience. b. Developingstrategiesbeforeidentifyingthetarget audience. c. Definingthetargetaudiencetoobroadly. d. Notunderstandingmarketinggoalsandobjectives. e. RelyingtooheavilyonFacebookasasocialmediastrategy. 10.WhichrungontheSocialTechnographicsLadderrepresentsthelargestsegment? a. Inactives b. Spectators c. Joiners d. Critics e. Collectors 11.ThePersonaDevelopmentCycleDOES NOTinclude: a. listingtheneedsofallpersonas. b. identifyingallpersonasbyrole. c. determiningthesituationaltriggersofthepersona. d. massmessaging. e. developingpurpose-orientedgoalsforcommunicationwitheach persona. 12.Theonlymajorplatformtoofferdatabasedtargetingoptionstobrandpagesis: a. Facebook. b. Twitter. c. LinkedIn. d. Pinterest. e. Noneofthese;noplatformoffersthis. 13.RegardingSMM,whichofthefollowingiscorrect? a. "Moreisbetter." b. Alargepoolofpotentialcustomersisnecessary. c. Messagesareusefulonlyiftheyreachtheright people. d. Themessagecanbedeliveredatanytime. e. Themessagecanbedeliveredinanyavailableformat. 14.Whyaremessagingobjectivesimportant? a. Theyensureacompanyknowswheretofindtheirpersonas. b. Theyhelpprovidethepersonawiththeinformationtheyneedtomakeapurchaseorother conversion. c. Theyhelpdeterminetheoptimaltargetaudience. d. Theyensurespecificitywithinpersonas. e. Theyallowfortheadjustmentofmessaginggoals. Tutorial 3 15.WhichgroupontheSocialTechnographicsLadderisidentifiedasthosethatsubscribetoRSSfeeds? a. Collectors b. Critics c. Creators d. Spectators e. Joiners 16.Whyisitconsideredimportanttofocusonthebuyerpersona? a. Theyspendthemosttimeonsocialmedia. b. Theyreactdifferentlytomessagingobjectivesthanotherpersona profiles. c. Theyaretheoneswhomakethepurchasingdecisions. d. Theyreflecttheidealdemographicprofile. e. Theyspendtheleasttimeonsocialmedia. 17.TheprocessforcreatingaSMMplanincludesalloftheseEXCEPT: a. thecreationofspecificpersonasbasedonthetargetmarket. b. thecreationofmessagingobjectives. c. theimplementationofascheduleforposting. d. thelistingofreasonsforreachingthistargetmarket. e. choosingthemediamix. 18.OnFacebook,mostbrandpostsaremade: a. onThursdayandFriday. b. onweekends,generally. c. onSaturday,especiallybetween8and11pminthe evening. d. onFridayat3pm. e. noneofthese. Essay Questions 19.   Discussthethreestepsthatcanbeusedbymarketersindevelopingpersonasforunderstandingtheirtarget audiences. Experiencedmarketersmayusepersonas,butanewmarketermustdevelopthemfromscratchusingintuition, trialanderror,andmarketresearch. Three-StepPersonaDevelopmentCycle: (1)Identify Persona Roles listingallrelevantpersonasbyrole.Thinkofafeworwell-knowncompaniesorconsumergroupsthatare relevanttoaspecificindustryorbusiness. (2)List Needs and Situational Triggers frompersonas'perspectives,definingconcerns,symptoms,andproblems.Considertheneedsandsituational triggersforthepersonasidentifiedearlier. Tutorial 3 (3)Create Messaging Objectives suitedtoeachpersona'sneedsthatyouhavetheexpertisetoaddressandnotethosethatyoudon't.Create messagingobjectives,whichare"purpose-orientedgoalsforyourcommunications"witheachofthepersonas definedearlier.  Inordertobeeffective,asocialmediamarketermusttailorhisorhermessagetowardeachgroupbeing addressed.  Onceasocialmediamarketerknowswhatinformationabuyerwillneedbeforemakingapurchase,itispossible todesignthesocialmediastrategysothatitprovidesabuyerwiththerelevantinformation,makingtheindividual morelikelytobuytheproduct.Laterasfeedbackarrives,itwillbepossibletoadjustthesemessagingobjectives basedonnewinformationaboutthepersonas.Personadevelopmentisafluidprocessthatshouldbeconstantly evolving. 20.       DescribethepersonasintheForrester’sTechnographicLadderwithrelevantexamplesfromanysocialmedia platforms. Creatorsdevelopblogs,articles,videos,music,images,andart,andthenuploadthemtosocialmediaplatforms andareatthetopofladder. Conversationalistsparticipateingroupdiscussions,engageinconversationsonTwitter,andupdatetheirstatuses onFacebookandLinkedIn. Critics evaluateandcommentoncontentproducedbycreatorsandconversationalists,postproductratingsor reviews,commentonblogs,andparticipateincommunity’sdiscussionforums,aswellascorrectwikiarticles. CollectorsuploadandsavefavouritesonbookmarkingsitessuchasDelicious,voteoncontentonsitessuchas Digg,tagphotosonsitessuchasFlickr,subscribetoRSSfeedstoautomaticallyreceivenewblogposts. JoinersinteractonsocialnetworkssuchasFacebook,LinkedIn,andEon. Spectatorsconsumethecontentthatothersproduce,suchasblogs,videos,podcasts,forums,reviews,andsoon. Tutorial 3  21.   22.     InactivesareInternetconsumerswhoarenotinvolvedinsocialmedia. Explainhowbigdataprovidesmoreoptionsinidentifyingtargetgroupsformarketers. “Bigdata”(themassiveamountofdataavailablefromthedigitalclickstream)hasbroadenedtoincludeaudio& videofiles. Usingbigdata,marketerscanengagein:  Behavioural targeting(purchasebehaviourorbehavioursthatconveyintentlikesearchbehaviour)  Connection targeting(basedonthetypeofconnectionstoyourbrandpage,aFacebookfan,forexample)  Interest targeting(basedonself-reportedinterestandpage-relatedbehaviourslikesearch)  Look-alike targeting(thatidentifiespeopleliketheoneswhohavebeensuccessfultargetsinthepast)  Custom targeting(thatallowsthemarketertouploadhisowndata,andemaillist,forexample)  Location targeting (basedonthelocationprovidedintheuser'sprofileorbygeo-targetingdata,which determinestheuser'scurrentlocation.) DiscusstheimportanceoftargetinginSMM. Marketershavelongrecognizedtheimportanceofidentifyingthetargetmarketfortheirproductorservice. DigitalmarketingingeneralandSMMinparticularhasaddedmeasurablytotheirtoolkitfortargeting. TheContentMarketingInstituteidentifiesthechallengefordigitalmarketersasbeing: Therightpersontoget  Therightcontent  Attherightplace  Attherighttime  Intherightformat  Intherightlanguage  Ontherightdevice