2nd midterm study guide


on site and off site optimization
off-site optimization - "Off-site SEO" (also called "off-page SEO") refers to actions taken outside of your own website to impact your rankings within search engine results pages (SERPs).  
on-site indicators
  • media tags
    • codes embedded in a web page
  • title tag
    • an html log that defines
meta tags, title tags and meta description
off-site optimization
  • off-site indicators
    • information used by web crawlers to accurately index websites that is not found on the actual site itself
SEO tactics
whole hats ( ideal SEO practices)
  • provide good quality content with the best use of keywords and tags and earned tactics of reputable sites
social media optimization
  • the overarching goal is to increase the likelihood that others will share an promote social media contact
on site tactics
  • click bait
    • humor hook
    • controversy hook
    • resource hook
    • research
social entertainment and play theory
  • play as power
what is a social game
  • social games
    • multiplayer competitive
elements of social games
  • leaderboards
  • achievment badges
how can you characterize social games
  • platform
  • mode
  • mileu
  • genre
genres
simiulation action
role-playing
strategy
genres
  • simulation
    • attempt to depict real-world situations as accuratly as possible
action
role-playing
  • role-playing games (RPG's) genres in which the players play a character role with the goal of completing some mission
  • closely tied to the mileu of fantasy
strategy
  • involve expert play to organize and valuable
options for game-based marketing
in game advertising
social shopping
  • reefers to situation s where consumers interact with others during a shopping event online
best practices
  • authenticity - accept organic WOM ( including negative WOM)
  • acknowledge opinions that were invited, incentivised or facilitated
  • advocacy - enable consumers to rate the value of opinions
WOMMA Guidlines for WOM marketing
educate people about products
identify people most likely to share opinions
provide tools to make it easier to share opinions
study how, when and where opinions are shared
listen and respond to supporters

Which influence tactic is being used when  you see a social media ad for a pain reliever that says 9 out of 10 doctors recomend?
Authority

If you want to choose a restaurant near the amphitheater where you are attending this weekend, you might pull up all the restaurants in the area and then choose the one with the highest average rating. This mental shortcut used to help you make a decision is known as Heuristics

Play as a identity provides symbolic benefits to the participant in that the form of entertainment in self-expressive, reveals affinities and interests, and provides for a sense of affiliation

With regard to ARG’s , the tactic of hiding messages within another medium, such that the message is undetectable for those who do not know to look for it, is known as the following?
Stegonography

Content Marketing is defined as a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience, with the objective of driving profitable action

A billboard for Under Armor appears in the game you are playing. This is an example of a(n) display ad which falls under in-game advertising methods for game based marketing

Which type of social networking site is differentiated by an emphasis on some common hobby, interest, or characteristic  that draws members to the site?
Vertical Network

Captain Morgan developed a mobile social game called Captains Quest  that included geo-location technology incorporating Foursquare and QR code readers that unlocked virtual goods when barcodes on bottles of Captain Morgan were scanned is an example of
Advergame

IBM launched a site for its employees called BeeHive that enables them to post profiles, maintain a blog, participate in discussion groups, and share files. This is an example of an internal social network

A call to action is a direct request in a marketing message that encourages people in a social media campaign and is exemplified when consumers are directed to comment, share online

Which type of content refers to seminal pieces of work that help to define a phenomenon or shape the way people think about something for a long time
Flagship Content

Diffusion of Innovation Theory explains the rate at which people are likely to adopt new ways of doing things


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