Page 433 - Social Media Marketing for Dummies
P. 433
citizenship, as an ethical value, 114 conducting qualitative research, 44–45
claps link (Medium), 245–246 conformity, encouraging, 413
Clarins, 48 connections
Clark, Brian (blogger), 404 finding on LinkedIn, 180
Cleary, Ian (blogger), 405 influencers at meet-ups, 279–280
Click to Tweet (website), 316 on Intranet, 360
click-through rate, 312 in LinkedIn profile, 179
CMO, as SMM voice owner for organizations, consideration
104–105 as a Snapchat objective, 207
Coca Cola Social Media Guidelines, 110 as a stage in marketing funnel, 52, 56–58
Coca-Cola, 128, 307 consumers. See also customers
co-creation, real-time, 388–389 classifying activities of, 30–34
collaboration, 262, 354–356 experiences of, 276
Collect, in AI Ladder, 373 trends in mobile, 332–334
collection ads (Snapchat), 207 Contact Us page, 313–314
Colony, George (CEO), 85, 103–104 content
Combin, 201 analyzing on Reddit, 250–251
Comcast, 152, 153 asking customers for feedback on, 309
commenting, on YouTube clips, 163–164 brands and, 293
commercials (Snapchat), 208 Medium, 245–247
communicating preparing for voice searching, 288–289
as a consumer activity category, 31 sharing on Reddit.com, 250–251
social media and, 340–341 WhatsApp, 299
with WhatsApp users, 299 content creation/curation
communities for Instagram, 197–199, 199–201
brands and, 292 for marketers, 11–12
as a consumer activity category, 32 for YouTube, 165, 169
marketers and, 113 content marketing, 310–311
mobile-enabled, 345–347 Content Marketing Institute (website),
community engagement, 342–343 306–307, 404
company blogs, viewing, 246–247 content path, creating for campaigns, 82
competitors Content Rules (Handley), 404
about, 29–30 content strategy, for LinkedIn, 177
analyzing efforts of, 40–44 content types (Tumblr dashboard), 234–235
classifying consumer activities, 30–34 content-seeking, on mobile marketing, 342
identifying personas, 38–39 contextual chatbots, 296
researching campaign support of, 44–48 contribution, brands and, 292–293
researching customers’ online activities, 34–38 controllability
social media marketing and, 48–50 of Intranet, 360
tracking websites of, 44 of Medium, 244
completions (Snapchat), 209 convenience, of subscription services, 265–266
compliance, influence and, 47 conversational, as a voice characteristic, 98
computing power, as a resource issue, 128 conversational user interface (CUI), 310
Index 417
