Digital Marketing - Study Guide Notes

9Digital Marketing Domain 1:1-15 Domain 2:1-15 Use this document to create your study guide notes. Points will be given once all of the chapters have been given. You can set it up however you see fit. Chapter 1 Explain what constitutes a brand. Section 1 Define marketing and recognize examples o...

9Digital Marketing Domain 1:1-15 Domain 2:1-15 Use this document to create your study guide notes. Points will be given once all of the chapters have been given. You can set it up however you see fit. Chapter 1 Explain what constitutes a brand. Section 1 Define marketing and recognize examples of each of the different forms of marketing. Marketing is the process of communicating a company’s value to customers. 1.​ Advertising -​ The process of communicating with potential customers to promote a product or service. 2.​ Brand Management -​ The process of creating and maintaining the identity of a brand, which is the distinctive name, words, design, logo, mark, or a combination of these elements that create company or product identity and that separate the company or product from competitors. 3.​ Customer Support -​ A range of activities to assist customers in resolving issues; involves the goal of promoting customer satisfaction. 4.​ Distribution -​ A Path the product or service purchased travels from the company to consumer. 5.​ Event Planning -​ Process of arranging trade shows, conventions, meetings, etc. that meet determined goals, messages, or purposes. 6.​ Marketing Research -​ Process of gathering and analyzing information about customers needs and preferences. 7.​ Media Planning -​ Process of determining the most effective approach to advertise a product or service. 8.​ Public Relations ( PR ) -​ Efforts made by a company to shape the way audiences perceive the company; how a brand is seen by the public ( Public Image ) can have an effect on the brand’s actions. 9.​ Sales -​ Department responsible for selling products or services to customers and meeting the company sales goals. 10.​Sales Promotion  -​ Short-term activity that provides incentives to potential customers and that is intended to help increase sales or create awareness of a product or service. Identify and understand each of the three main goals of marketing. Section 2 Identify and explain a target audience. 1.​ Increase Sales -​ The primary way to increase sales is through retaining current customers and gaining new customers. Customers are what keep businesses alive; if a company does not have customers, it will not be a company for much longer. 2.​ Build Customer Awareness and Loyalty -​ Marketers need to be aware of two groups of customers: your current customers and your potential customers. These two groups would be considered your target audiences ( Target Marketers ), the identified groups of consumers most likely to purchase your product or service. The better companies understand these groups of customers the more effective their marketing efforts will be. -​ 3.​ Acquire new customers -​ The only way for a company to increase its sales and grow its business is by retaining current customers and acquiring new customers. Target Audience Information -​ Demographics (Age, Gender, Geographic Location) -​ Household Income -​ Education Level -​ Purchase Habits -​ Needs, Wants, Goals, Desires -​ Struggles, Challenges, Difficulties -​ Products/Services They Currently Purchase -​ Competitive Landscape Focus Groups -​ Are diverse groups of consumers that participate in guided interviews conducted to better understand customer perception of a product or service, -​ Marketers use focus groups to get qualitative data from consumers. Qualitative data give insight into the motivation or emotions of individuals. -​ Focus groups are great for getting more in-depth look at consumers thoughts and ideas around a concept since the facilitator is able to ask follow up questions based on participant responses, Surveys -​ Conducting surveys is a great way for marketers to gather information about consumers, specifically demographic and quantitative data. -​ Quantitative data provide numerical or statistical information. Research Companies -​ Market research companies sell market and analytical data to companies. -​ These market research companies provide information across entire markets and segments around the globe. -​ The information they gather provides data that can help companies determine the size of a new business opportunity and analyze new trends in markets, -​ One of the biggest benefits of using a research company is the time saved for the amount of information gained. -​ Using data from a research can be expensive, but the data is gathered and prepared by research experts. Web Analytics -​ Is the collection, reporting, and examination of actions taken on a website. -​ Companies are able to examine several aspects of a website visitor’s browsing and purchasing behavior. -​ They also track the total number of visitors to a website and which pages visitors are viewing. Tools of web analytics can help marketers understand where customers are spending the majority of their time on a website. Section 3 Identify and define a call to action (CTA). -​ Call to action (CTA) is a statement or phrase that encourages audience response. -​ Sometimes this can be the same as what you want the audience to take away. -​ For example, when you watch a YouTube video you will commonly hear at the end of the video an invitation to subscribe to the channel. -​ If there is no clear call to action, you can’t expect any action will take place once the interaction is over. Explain what a message is and what constitutes messaging in businesses. Message -​ Messaging is how businesses communicate with audiences, and when businesses use the word “messaging,” they are referencing more than just written words. -​ A message is what is communicated to and perceived by an audience. -​ Messages can be verbal, written, and non-verbal. Marketing Approaches -​ Ads (Tv, Radio, Magazine, Newspaper, etc.) -​ Emails -​ Text Messages -​ Product packaging -​ Merchandising (process of promoting a product in a retail environment, including the visual display in retail stores.) -​ Social Media (Company pages, etc.) -​ PR efforts (Corporate responsibility programs, affiliations with charities) -​ Customer Advocacy ( a marketing strategy focus on getting customers to support your product or brand When Creating Messaging Ask yourself the following 4 questions -​ Who is the Target Audience -​ What Message(s) Do You Want The Customer to Receive? -​ Where Will the Audience Receive the Message? -​ What IS The Call To Action? - A statement or phrase that encourages audience response. Identify examples of data-driven decisions. Section 4 What is a lead? Identify a lead from a given scenario. Identify and explain each of the 4 P’s of marketing. Product - Refers to the actual product or service a company offers. Price - The cost of a product or service a company offers. Promotion - Refers to the messaging and communication channels marketers use to generate awareness, interest, engagement, and excitement about products or services. Place - Refers to where the product is sold and delivered to customers. Chapter 2 Section 1 Understand the key differences between one-to-many and one-to-one Marketing. One-to-many Marketing -​ Is a method that is considered to be indirect; A brand sends a message to a large audience rather than to an individual. Airing a television ad or creating a post on facebook would both be considered one-to-many marketing. One-to-one Marketing -​ Also known as personalized marketing, is a strategy relies on getting to know the customers and their individual choices, and then tailoring marketing plans toward each customer differently based on their choices. Many-to-Many Marketing -​ Is a form of communication between groups. Multiple people send or receive communication from an entirely separate group. Social Media marketing is a way for businesses to interact with people (Customers) Online. Section 2 What is Search Engine Optimization (SEO)? Search Engine Optimization (SEO) -​ Is the practice of increasing the quantity and quality of traffic to a website through organic search engine results. -​ Organic refers to content and or interactions used to grow and/ or engage with a social media community made through efforts other than paid means. Understand what the dot-com bubble is, including when it happened and the impact it had on internet usage, especially for businesses. A period of extreme internet usage growth that took place between 1995 and 2002, played an important role in opening up the internet as a viable marketing option for businesses. Explain the differences between outbound and inbound marketing. In terms of social media, what is a platform? Outbound marketing is a form of marketing that tries to reach consumers through general media advertising as well as through in person contact. Inbound marketing focuses on attracting customers via company- created internet content. What platform was the first true social media network and when was it “born”? Social media network was born on August 1, 2003 Section 3 What is Return On Investment (ROI) and why is it important for social media marketers to keep it in mind? ROI ( RETURN ON INVESTMENT ) is a performance indicator that measures the amount gained from an investment relative to the investment's cost. This means that a social media marketing plan needs to be in place before your social media efforts begin. What is a key performance indicator (KPI) and what are some examples of KPIs? A KEY PERFORMANCE INDICATOR (KPI) Is something you can measure usually performance based that helps you evaluate the success of your business. Define and identify examples of social media reach. Social media reach is a metric that refers to the number of users who have come across particular content on social platforms. Define and identify examples of cross-promotional marketing methods. Cross promoting is another action you can take to improve your accounts. It is a marketing technique which involves promotion of another product targeted to the customers of a related product. Describe the 80-20 rule. 80% of your content should inform, educate, or entertain your audience and the other 20% can directly promote your company. Define content marketing. Content Marketing is a form of marketing that involves creating and sharing online material that doesn't specifically promote your brand but instead naturally creates interest in your products or services. Identify examples of evergreen content. Content that stays continually relevant to its readers. An example of evergreen content might be a blog post on the best marketing books for young entrepreneurs, whereas a blog post on the best marketing books of 2017 for young entrepreneurs might be perceived as out of date as time goes on. Describe what a social media audit is. Is a regular examination of your business social media activity. Section 4 What is artificial intelligence (AI)? A machine's ability to carry out tasks in a way that we would consider smart. Describe what constitutes influencer marketing. A social Media Influencer is simply anyone who has -​ Credibility within a specific industry -​ Access to a relatively large audience -​ The right to persuade others by being authentic and trustworthy. Define the role of a social media influencer. Working with a social media influencer has become one of the most effective way to get a brand in front of a massive targeted audience. List the advantages and disadvantages of working with influencers. The image of the company is tied with the influencer so it can be tricky choosing the one that benefits you. Understand what a demographic is in marketing and advertising. A demographic is a very specific part of a population, especially those showing average age, income, education, etc. Conversion happens when the desired outcome of a marketing message in achieved. Chapter 3 Sections 1, 2, & 4 Identify and explain what a target audience is. A group of people most likely to be interested in your brand's product or service. Understand the main demographics and usage statistics of each social media platform. 1.​ Gender 2.​ Age 3.​ Education 4.​ Occupation 5.​ Income 6.​ Marital Status 7.​ Children 8.​ Hobbies and Activities 9.​ Likes and Dislikes 10.​Use of the product or service For a social media marketer, such groups of people would be your customers, potential customers, and audiences across all social networks. Section 3 What constitutes an interaction on social media (Instagram)? Likes, shares, comments per post; How many people are interacting with your posts Mentions and replies ; How many people are mentioning your brand, and how many have you replied to Define brand awareness. Brand Awareness measures how well customers are familiar with a brand and its products and services. Describe customer advocacy. Customer Advocacy measures how well your customers advocate your product or brand. Define referral traffic. The number of website visitors that come from your social media channels Understand how companies may track referral traffic. Traffic share; of all people who visit your website, how many come from your social media channels  Define bounce rate. Bounce Rate - When a visitor is referred to your website from social media, how long do they stay on your website before leaving. Understand how to calculate bounce rate. The total number of one page visits is divided by the total number of entries to a website. Chapter 4 Section 1 Identify what Instagram, Oculus, and WhatsApp all have in common as social media platforms. They all form part of one parent company. Section 2 Understand the main demographics and usage statistics for Facebook users. Monthly Active Users: 2.989 billion Employees: 86,482 employees as of 2022 Valuation Worth: $101.2 billion as of January 2023 The biggest Age group for Facebook is between the ages of 23-34 Section 3 Define and identify examples of how companies may utilize monetization on Facebook. Monetization refers to a brand's ability to leverage social media content in an effort to increase revenue. Companies utilize monetization on facebook through running ads, selling products, and engaging with potential customers. Define and identify lookalike audiences (on Facebook). Is one that is similar to an audience that a brand is already targeting. This is where you can take the custom audience above and Facebook will go and find other Facebook Users who are similar to those people on your customer list or who have visited your website. Define and identify a core audience. -​ Location -​ Age -​ Gender -​ Languages -​ Connections -​ Understand what the different types of Facebook Ads are and identify examples of each. -​ Video- Show off product features and branding opportunities through videos. -​ Image - Send people to websites or apps through high-quality images.  -​ Collection - An ad format that makes it easier for people to discover, browse, and purchase products from your ad offerings in a visual way. -​ Carousel - Show up to 10 images or videos within a single ad. Each image or video can have its own link -​ Slideshow - Use sound, text, or video to tell your brand's story. -​ Canvas - Allow people to open a full-screen , mobile friendly experience instantly from your ad. -​ Section 4 What is a relevance score? High relevance is correlated with high performance, but it’s not always the reason for high performance. As such, use ad relevance diagnostics to diagnose underperforming ads- not to optimize ads that are already meeting your advertising objectives. Achieving high ad relevance diagnostics rankings should not be your primary goal and does not guarantee an increase in results. Define and identify examples of unicorn content. Content that performs significantly better than everything else and letting that piece of content advertise longer is the better option. Identify examples of organic content, especially on social media. A blog post on a company's website or on social media pages. Chapter 5 Sections 1-2 Be familiar with the general history of Instagram. Instagram was not nearly as visually focused as they are now. In October 2010, Kevin Systrom and Mike Krieger launched INstagram as an application that allowed users to share pictures publicly. Understand the main demographics and usage statistics for Instagram users. Within a 6 month period in 2016 , Instagram grew its daily user count by 100 million and in 2017 Instagram saw over 500 million daily active users. In 2023 that number has risen to over 1.3 billion daily users. Section 3 Define and identify examples of how companies may utilize monetization on Instagram. 25% of Instagram's users are within the ages of 18-24 Understand what the different types of Instagram Ads are and identify examples of each. Photo Ads- These are ads with a single image Video Ads- These are single video ads that can contain a traditional video or a GIF Carousel Ads - These are ads with two or more scrollable images or videos Story Ads- These ads appear between peoples stories, Single image - With this format , you can create up to six ads with one unique image each. ​ Single video - WIth this format you can upload a video or GIF of up to 15 seconds Slideshow Ads- These are looping video ads with up to 10 images and music. Its almost like a carousel ad that scrolls on its own, but with music. Define and identify an advertising campaign. A collection of advertisements trying to accomplish the same goal. Section 4 Understand the goal(s), definition, and examples of user-generated content (UGC). User Generated Content (UGC) - Content that is created to accomplish a shared goal. Chapter 6 Section 1 Understand each of the instant messaging platforms (i.e. their similarities and differences). Instant messaging is an online form of communication between two people. Snapchat, WhatsApp, and Facebook Messenger are all examples of instant messaging. Be familiar with the general history of Twitter. in 2007 at the Southwest Interactive (SXSWi) conference the platform went mainstream. Twitter went from 20,000 tweets a day to 60,000 a day during this conference. Section 2 Understand the main demographics and usage statistics for Twitter users. 42% of the age group is 18- 29 years of age and is the top one too. 61.6% of Male use Twitter and 38.4% are Female. 85% of Twitter's ( X ) audience earn more than $30,000 34% earn $75,000 or above Section 3-4 Define and identify examples of how companies may utilize monetization on Twitter. Posting sponsored Tweets , selling exclusive content through subscriptions  Define and identify a promoted trend. Ad type in which ads appear at the top of trends for you section but are clearly labeled as promoted ads; occasionally , these types of ads can be seen in a users timeline. Understand what the different types of Twitter Ads are and identify examples of each. Promoted Posts show up as regular posts in your feed but are clearly labeled as promoted. They act just like normal posts where they can be reposted, liked, and replied to. Promoted Posts are purchased by advertisers looking to reach a wider group of users or to increase engagement from their existing followers. Promoted Accounts is an ad type that prompts a user to follow an account which the user is not currently following. Using these accounts is a great way to get more exposure to an account. The Promoted Accounts ads are placed across different locations on the X platform, including in search results, on X feeds, and in the “Who to Follow” section. Promoted Trends- Trends listed in the section trends for you are also known as trending hashtags and present topics that are considered hot at the moment. Advertising partners can get in the miz here with Promoted trends, In which ads appear at the top of the trends for you section but are clearly labeled as promoted ads. Chapter 7 Section 1 Be familiar with the general history of YouTube. Youtube was created in February 2005 by three former Paypal employees. ( Chad Hurley, Steve Chen, and Jawed Karim.) On April 23, 2005 the first video was uploaded to YouTube and it was called “Me at the Zoo” and it shows co-founder Karim at the San Diego Zoo. ​ About a year and a half after the initial video was posted, Google bought YouTube for $1.65 billion. Now with 1 billion hours of video consumed daily and 80 million premium subscribers, YouTube has risen to be the world’s No.2 website after Google. 2009: One billion 2022- Five billion Section 2 Understand the main demographics and usage statistics for YouTube users. Monthly Active users: 2.6 billion as of 2023 Employees 2,000 as of 2022 Valuation Worth $28.89 billion Section 3 Define and identify examples of how companies may utilize monetization on YouTube. Watching Ads Understand what the different types of YouTube Ads are and identify examples of each. Display - These ads appear to the right of the feature video and above the video suggestions list. A display ad could appear below the video player on larger players. Overlay Ads - These ads are semi-transparent blocks that appear on the lower 20 percent portion of your video. Skippable Video Ads - These ads are inserted before, during or after the main video and allow viewers to skip the ad after a short period of time. Non-Skippable Video Ads - These ads are inserted before, during or after the main video and must be watched before your video can be viewed or resumed. Bumper Ads- These 6-second video ads are also non-skippable that must be watched before your video can be viewed or resumed. Sponsored Cards - Sponsored cards display content that may be relevant to your video, such as products mentioned in the video. Viewers will see a short teaser for the card. They can click the icon in the top right corner of the video to browse the cards. YouTube Ad Best Practices Create Compelling, Human Content - With so much video content readily available and the ease with which a user can skip through ads, it’s important to create high-quality content that doesn’t look and feel like all the other ads out there. This can be a hilarious prank caught on film or an emotional heartfelt story that pulls at the heartstrings. By bringing to surface feelings or experiences that other people can relate to, you will stand out and that video will be rewarded with views. ​ Keep Videos Relatively Short- Between 15 and 60 seconds. Make Sure To Hook Your Audience Quickly- Incorporating upbeat music, showing a recognizable influencer or celebrity, asking a compelling question that you know your target audience is considering, using humor. Choose Your Format Wisely 1.​ Read and Review The Different Ad Formats Available. 2.​ Fully Understand What Your Business Goals Are With Advertising on YouTube. 3.​ Test Different Ad Formats 4.​ Take Advantage of Targeting Options Section 4 Understand the top-ranking factors in the YouTube algorithm/ranking factors. Define and identify examples of black hat marketing. YouTube Ranking Factors Video Length and Watch Time A common misconception is that the shorter the video the better. However when creating videos for your video content strategy on YouTube, longer videos tend to significantly outrank short videos. According to Brian Dean of Backlinko., the average length of a video ranking on the first page of YouTube is 14 minutes, 50 seconds. Users can manipulate view count through black hat marketing methods. ​ ​ Black hat marketing refers to marketing methods that are considered spam and involve trying to outsmart the search engine. User Interactions - YouTube encourages video creators to publish videos that will maximize user interaction, or in other words, engagement. Number of Subscribers- Doesn’t really take place into video ranking. New Channel Subscribers - Getting a viewer to subscribe to your channel is a lot harder than getting a bunch of fake views or likes. Therefore it makes sense for YouTube to include “subscriptions driven” as a ranking factor. How To Rank Your YouTube Video Identify Keywords- You need to create a video that aligns with the keywords users are searching for on YouTube. First, generate a list of what these keywords may be. A great way to find what people are searching for is through use of YouTube’s Search Suggest Feature. Publish High Retention Videos - A high retention video is basically a video that keeps people watching. How do you create a video that keeps people engaged and willing to stick around? -​ Start off with a summary of your video. Approximately 20% of the people who view a video will leave after the first 10 seconds. -​ Keep the intro short and jump right into the useful content. -​ Use open loops. These are little hints that get people curious about what is coming up later in the video. This draws viewers in and makes them feel like they need to stick around to see what is going to happen. ​ YouTube Optimization -​ Say your target keyword in your video. YouTube automatically transcribes your videos and is pretty good at it. Since you are saying the target keyword, YouTube will better understand what your video is about. -​ Optimize your video title. Place yout target keyword toward the beginning of your video title Chapter 8 Section 1 Be familiar with the general history of Snapchat. First data-deleting app, Snapchat made a splash among other social media platforms as a way to quickly connect with friends through disappearing photos. Data- deleting apps are those that automatically delete data after a certain time frame. Evan Spiegel and Bobby Murphy , who had met during their senior year at Stanford University, Introduced Picaboo in September of 2011. This was the first version of snapchat. If someone screenshot a photo the sender would be notified. Picaboo didn’t gain much attraction so in 2012 the app was rebranded and relaunched as Snapchat. With 30 million uses a day spread among millions of users, Snapchat became the biggest no-revenue app since Instagram. Section 2 Understand the main demographics and usage statistics for Snapchat users. As of 2023 Snapchat has 375 million daily active users. Employees: 5,661 in 2022 Valuation Worth: 18.2 Billion in 2023 Daily snaps: 4 billion as of 2023 The top age groups in Snapchat are between the ages of 18-24 18.3% of it being Female users and 20.5% of it being male users. Section 3 Define and identify examples of how companies may utilize monetization on Snapchat. Using snap ads, AR Lenses and story’s Understand what the different types of Snapchat Ads (Snapchat Ads Manager) are and identify examples of each. Snap Ads- These full format displays allow advertisers to include attachments through a swipe-up feature. This is a great way to drive traffic from Snapchat to other sources. These video ads appear between your friends' stories , between Snapchats' stories , and in the middle of publishers' stories that you see on the Discover Page. Section 4 What is a takeover marketing strategy? A social media takeover is a marketing strategy in which an individual or influencer temporarily assumes control of your brand's social media accounts to create content, engage with followers and promote a specific message , product or campaign. Takeover - Is there an individual or brand that your company is collaborating with? Stage a Snapchat takeover where you swap Snapchat accounts to get new content from a fresh perspective. Marketing Strategy and Tactics -​ When you're creating a Snapchat account for a business, you need to first determine what your end goal is. -​ Improve Public Opinion, Humanize Business, Showcase Products/Services Chapter 9 Section 1 Be familiar with the general history of TikTok. TikTok was launched in 2016 and has garnered more than 1 billion active users worldwide. At the start of 2023 TikTok reached 3.5 billion downloads in the App Store and Google Play. Competing with Facebook, Twitter, and Instagram, Tik Tok has radically changed the way video is consumed online. Section 2 Understand the main demographics and usage statistics of TikTok. Diverse demographics. Have a younger audience which 50% are below the age of 30. Sections 3-4 Define and identify examples of how companies may utilize monetization on TikTok. Tik Tok works through creator funds who pay eligible creators based on the number of views they get. Chapter 10 Define and identify examples of paid social media advertising. Paid social media advertising - The strategy behind the placement and timing of paid promotions. When they promote their products on other social media platforms. Section 1 Identify examples of organic content, especially on social media. Organic refers to content and / or interactions used to grow and / or engage with a social media community made through efforts other than paid means. Posting a blog or an informative video about the company. What are the differences between paid and organic content marketing? Paid social media advertising is the strategy behind a company paying for the placement and timing of promotions on social media platforms. Section 2 Define influencer marketing and list some of the advantages and disadvantages of working with influencers. Influencer Marketing; A form of marketing in which a product or service is promoted by an individual that an audience looks up to. -​ Increased brand awareness -​ - Less control Define lead time and understand how it is determined. Lead time; The time between the start and completion of a specific campaign  Define exact targeting and identify examples of how companies might use it. Exact Targeting : Identifying only the people that will best help you achieve your goals Companies might use this for Influencers to promote their products or services. Section 3 Define and identify examples of conversion. Clicking on an online ad and making a purchase. Sign up for a Newsletter on a website. Section 4 Define CPC and understand how it is calculated. Cost per COnversion - Involves a social media platform doing its best to deliver an ad to the target audience that is most likely to convert; you pay when the conversion takes place, Define CPM and understand how it is calculated. Cost per Mile - The maximum amount of money you are willing to pay to generate 1,000 ad impressions to the members of your target audience. Chapter 11 Section 1 Define analytics. The study of historical data to research potential trends, analyze the effects of potential decisions and evaluate the performance of past decisions. Section 2 Understand the process and goals of social media analytics. Social Media Analytics is the process of gathering and analyzing data and behavior from social media profiles, then using that data to make better business decisions. -​ Research potential trends -​ Project the effects of future decisions -​ Evaluate the performance of past decisions The purpose of analytics is to improve business decisions by gaining valuable knowledge that will help in the improvement of those decisions. Section 3 Identify the most important metrics for a business to measure on social media platforms. Audience Size -​ Many marketers will argue that it's about the quality and engagement that exists among your audience. Quality engagement is indeed important and shouldn’t be overlooked. But if one of your goals is to extend your reach, or to simply get more eyeballs looking at your brand, then the size of your audience is actually important to you. If you only have 100 followers/fans, your potential reach is capped at 100. Audience Growth  -​ This is a key metric to monitor as it gives you an idea of how your company is trending on a given social media platform. If you find that a certain social media platform is growing at a quicker rate than others, you may want to invest more resources into that platform. Brands Mentions -​ This Metric is measured by how many people are talking about your brand online. This could be a post in which person @ mentions you or an instagram post in which someone tags you in a photo. Website Traffic -​ Tracking whether or nota social media platform can send traffic to your website is a key metric to monitor as it shows how engaged your followers/fans are. Having 100,000 followers isn’t great if you can't get them to engage enough with your company to perform an action like visiting your website. Referral Traffic is made up of visitors to your website that arrived there from another source. Conversions -​ Conversions are considered one of the best ways to prove the value of social media marketing. If you can show that your social media marketing efforts lead to conversion on your website then youll know what your doing works. Revenue -​ Revenue is the metric that makes company executives take notice. -​ Identify examples of social media monitoring. Hootsuite. Monitoring your brand / company mentions allows you to see how engaged users are across various social media platforms, possibly the best times and days to post, and simply whether or not people actually like your product or service. Be familiar with brand mentions and explain why they are important for businesses to measure. Brands Mentions -​ This Metric is measured by how many people are talking about your brand online. This could be a post in which person @ mentions you or an instagram post in which someone tags you in a photo. Identify examples of social media engagement metrics, especially those that are important to social media analytics. Likes , comments , shares, clicks, more followers. Section 4 Describe what a social media analytics plan is and why it is important for businesses to have and use. Social media analytic tools can track sentiment and engagement levels. Helping organize better responses to engagements. Sections 5-6  Identify and define curated content (marketing). Content/ Information , relevant to a particular topic or area of interest , that you don’t necessarily own but have gathered from other resources. Understand why a social media audit is important. A social media audit is a regular examination of your business social media activity. Youll want to examine what's working, what's not working , what your competitors are doing and ultimately how your social media marketing efforts are relevant to your social media marketing plan. List, in order, the steps a business should take when creating a social media audit. 1.​ Write Down All Of Your Social Media Accounts 2.​ Check For Brand Consistency Across All of Your Channels 3.​ List All Of The Important Metrics You Wan To Monitor 4.​ Analyze Each Social Media Profile 5.​ Review Your Social Media MArketing Budget And Calculate Your ROI 6.​ Audit Your Competition Chapter 12 Section 1 Be familiar with the differences between paid and organic content marketing. Organic posts connect with your existing audience , while paid efforts expand your reach to new users. Identify each component of a SMART goal. Define what a social media marketing strategy is and explain why it’s important. -​ A Social Media Marketing Strategy defines your objectives and assist in ensuring your content is working toward identified goals. GOALS ​ - Think about your business and its overall goals? If your company doesn't have a mission statement or clear goals, align your campaign objectives to the marketing goals you have. The marketing goals could include growing your online presence or reaching a new audience through social media. ​ OBJECTIVES ​ - What do you want your social media to accomplish? How will a particular campaign bring you closer to your company goals? Aligning you campaign objectives with your company goals will keep you on track and save you from sharing content that might not help you in the long run. SPECIFIC  -​ Your Objectives should be clear and detailed MEASURABLE ​ - If you don't have a way to benchmark your progress, how will you be able to evaluate the results? ACHIEVABLE ​ - Set realistic and achievable objectives RELEVANT -​ Relevant to the overall company's goals. TIME-BOUND ​ - Attaching a deadline to an assignment helps the enforcement of accountability and action. MESSAGE -​ What message are you trying to send out to the world? Audience -​ Importance of knowing your target audience prior to starting a campaign. PLATFORMS -​ Your company shouldnt be on every social media platform. WHy? Because your audience isn't on every platform. ROLES & RESPONSIBILITIES -​ The marketing manager should assign roles based on team members talents and abilities Competitors -​ DON'T COPY YOUR COMPETITORS -​ BE UNIQUE OR THEY WILL CALL YOU OUT Section 2 Define infographics. -​ Designed representations of data / information, often incorporating images and text. Sections 3-4 Understand what a brand voice is. -​ You represent the company when you respond to post engagement. Understand how to measure social media marketing metrics and explain why doing so is important. ​ - The best way to keep track of these measurements is to document them on a spreadsheet. Record your chosen metrics and how they change from day to day or week to week. Chapter 13 Section 3 Explain what SWOT stands for in SWOT analysis. -​ Strengths -​ Weaknesses -​ Opportunities -​ Threats Identify the purpose of a SWOT analysis and explain why it is important. STRENGTHS ​ - A personal strength would be considered one of the key differentiating features that makes you (the product) stand out from all the other products. Some examples could be being always organized, never late, hard working , quick learner , good speaking skills. WEAKNESSES -​ A personal weakness is any area within yourself that needs improvement , or where an opportunity for growth exists. Be aware that weaknesses can help you improve and grow stronger. OPPORTUNITIES -​ Consider areas in which you can create opportunities for yourself by taking advantage of one of your strengths, or by eliminating one of your weaknesses. Look for places to use your talents. THREATS ​ - Other products that are competing against you. What characteristics do they have that I don't? Threats may also come in the form of changing technologies or other outside factors that could potentially interfere with your reach or productivity. (The beauty of SWOT analysis is being able to look at the information you gathered during your analysis and deciding how you can use your strengths to minimize the threats and take advantage of the opportunities.) Focusing on your strengths and opportunities will help you to build a solid foundation for personal brand growth. But, recognizing strengths and opportunities is only part of building a personal brand. You also need passion. And once you’ve aligned your strengths and opportunities with your passions, you're well on your way to finding personal brand success. ​ Identify your skills and interests, Find Purpose, Take a skills aptitude test, Follow an expert mentor. Your Personal Brand Statement -​ Will be wording that is unique to you and that clearly describes your strengths, passions, and who you plan to serve. 1.​ Think about the strengths you have and / or attributes people recognize you. 2.​ What value can you provide the world ( or the people ) with your strengths/ attributes? 3.​ What is your unique selling proposition, or the one thing that makes you stand out from the crowd? 4.​ Whom do you want to help, serve, and/or would benefit the most from what you can offer ? ( The answer can be in the form of people or an industry.) PLATFORM PRESENCE FACEBOOK -​ Update Profile and Cover Photo -​ Choose Your Friends Wisely -​ Post Updates Regularly INSTAGRAM -​ Include a Link in your Bio -​ Tag Individuals, Products, and Places -​ Reply to Comments X -​ Use #Hashtags -​ Be Active Everyday  -​ Follow Back YouTube -​ Create Amazing Content -​ Use Interesting Titles -​ Promote Your Videos Pinterest -​ Clean Up Your Boards -​ Pay Attention To Seasons And Pinning Patterns -​ Pin Original Content LinkedIn -​ Optimize your Account -​ Craft a Strategic Headline -​ Make Meaningful Connections -​ Publish Relevant Content Snapchat -​ Create a Narrative -​ Be Creative -​ Be Authentic Glossary -​ Mentor- Experienced and trusted adviser who helps you develop your talents, hobbies, passions, and who you plan to serve. -​ Podcasts: Downloadable audio files that are often presented in a series accessed by subscribers -​ SWOT Analysis- A tool companies use to assess themselves and their competitors; incorporates identifying strengths, weaknesses, opportunities, and threats. -​ Personal Brand Statement- Wording that is unique to you and that clearly describes your strengths, passions and who you plan to serve. Chapter 14 Section 1 Describe the relationship between social media marketing and digital marketing. Digital Marketing- Can be described as any form of marketing that involves digital technologies and media to communicate a company’s value to the end user while also meeting specific marketing objectives. Social media marketing is a subset of digital marketing. Social media marketing focuses on social media platforms to promote their products or business. Be familiar with the timeline of important events as listed in the section on the “History and Evolution of Digital Marketing.” Section 2 Define white space. White space refers to areas of a design left empty. These are spaces between graphics, paragraphs, columns, lines, etc. Identify examples of social proof. Evidence from the public that a company, product, or service can be trusted. Section 3 Understand what a keyword is and why it’s important in marketing. Define keyword research. Keyword research is the process of identifying the keywords ( a single word, a combination of words) that individuals search for online, with the purpose of creating website content that will receive a high ranking in search engine results for those keywords. Define SEO. Search Engine Optimization Is the practice of increasing the quantity and quality of traffic to a website through organic search engine results. OFF-SITE SEO also known as off-page SEO, is work completed away from your website that has the intentions of improving your websites search engine rankings. Be familiar with content marketing, including the different forms of content marketing and how they are used. Email Marketing is an effective digital marketing strategy for communicating with prospects and customers. This is achieved by sending emails, usually on a mass basis rather than sending them one-by-one.