EW-HW2_FAQ

**Please reference the FAQ before directing questions to **
Does this mean you would like us to come up with a marketing strategy for our company, not just an individual woourd-of-mouth campaign they can try in web 2.0 world?
 * Q:** Part A #1 you say: Propose a strategy for your company that can be validated by word of mouth campaign experiments over time.
 * A:** For part A propose on a word of mouth strategy for your company. In part B you will be proposing an individual campaign or multiple campaigns depending on your strategy.


 * Q:** Do we need to create a campaign using SocialMedia.com for HW2? If yes, can you help us understand how to use SocialMedia.com website. We checked out their website but are still unclear on how to use it.
 * A:** Yes, for Part B you will need to create a campaign that is just a push of the button away from being launched. More details on the homework assignment page.
 * Q:** I'm curious why our only assignment is due *before* the last class. Aren't there insights, etc from the second class that we should include?
 * A:** The top performing teams will have the opportunity to run their campaign on SocialMedia.com inventory.
 * Q:** We assume we are not actually running this campaign? We are concerned about legal aspects, such as clearance with [our company] for using their logo etc. Are we just creating 'mock ups' in photoshop that could, in theory, be run online, but are really just being submitted as a class exercise?
 * A:** Yes 'mock ups', but if you're team is selected, you'll have the opportunity to run your campaign on SocialMedia.com inventory.


 * Q:** Do we need access the [|socialmedia.com] site for any of this work? If so how do we log in? Again, are we just creating mock ups in photoshop/word/excel?
 * A:** No, you don't need access to SocialMedia.com. Prepare mocks that should be ready to go at the push of a button from SocialMedia.com's side.

.com generate i.e. Opt-in Impressions, Opt-in Clicks, WOM Universe etc.?
 * Q:** What exactly is the dashboard? Is it a list of our own metrics that we would like to see for our chosen campaign, or just the metrics socialmedia
 * A:** For this class we mean data visualizations you can view generally fast (eg 1 pg) to know what's going on with your campaign. You should be able generate potentially actionable insights.

metrics or the ones we picked for [our company]?
 * Q:** In your question "Next, analyze the pros and cons of the existing metrics", what 'existing metrics' are you referring to? Sociamedia.com
 * A:** Updated wiki description: Next, analyze the pros and cons of SocialMedia.com's existing dashboard visualization (first 2 screenshots on "What's What") and metrics
 * Q:** What is meant by "what is missing in socialmedia"? in terms of metrics? Are we to come up with something better than [|socialmedia.com]'s WOM Universe, WOM Impressions etc.?
 * A:** Updated wiki description: Now, tell us how SocialMedia.com's dashboard and metrics can be improved from the perspective of your company who may eventually use SocialMedia.com (or another similar company) on a self-serve basis (reference Olay Report)


 * Q: If we didn't get full marks in a section in Part A, can we revise that section to make sure we are in point in Part B?

Q: Andreas, what role do you think SEO/SEM has in Social Media Marketing? Is it a means or an end? Thanks!**

example of a dashboard? Was it's purpose to pick the banner questions that worked best for Olay i.e. the banner that triggered the most response?
 * Q:** The Olay report - we don't really understand the point of it. Is it an
 * A:** It's an example report from SocialMedia.com to a client. All, some, or none can be integrated into a dashboard. Would [your company] want to receive such a report? How can it be more useful to take action? The purpose was to monitor the success of the campaign as defined by the metrics presented and yes, to help identify which banner triggered the most response.
 * Q:** How does the 2nd level WOM happen? If all the WOM ad audience see is something like the sample in the introduction (e.g. "Sally thinks Lauren Conrad deserves ... Check it out"), how can they personalize this and share with their friends?
 * A:** In order to see a Friend on a WOM ad (1) we need to be friends and (2) we both need to be using applications with the SocialMedia.com network.Each time a user interacts with a WOM ad, SocialMedia.com can personalize ads using the user's social graph who meet the criteria mentioned above. The main personalization is a picture of the person clicking being added to the banner.


 * Q:** Who are the target users of the metrics dashboard in the What's what doc? The SocialMedia admin or clients? It looks like the SocialMedia admin because there are info for all advertisers. Should we assume that the client will be able to see the same thing but only for itself? And why does the data in the sample report of Olay have much less data than the dashboard does?
 * A:** What's what was adapted from an internal document for training new SocialMedia.com account managers. However, SocialMedia.com is working to become self-serving for advertisers. Yes, assume that the client would only be able to see itself and/or other campaigns it's running within the SocialMedia.com network. It's your job to come up with a better dashboard.

-Users have to install applications that are registered in the SocialMedia.com network. If you built a Facebook third party application you could register it with SocialMedia.com and serve WOM ads. -Yes user can specify demographics -WOM universe is all the potential audience with characteristics specified by the advertiser.
 * Q:** So users have to install SocialMedia apps before they can send and see any WOM ads? Can advertiser specify the demographics they'd like to reach? Does SocialMedia provide the # of people that are using SocialMedia apps in the specified demographics? Is this reflected in the WOM universe?
 * A:**

I think SocialMedia can be more valueable if it can help advertisers figure out how to improve their marketing strategy in addition to showing their the current performance and potential. So I'm trying to figure out what could affect the result of WOM on SocialMedia.
 * Q:**
 * A:** Not a clear question but here's a response from SocialMedia.com - "WOM's perform based on clicks from the opt-in. If the opt-in doesn't get clicks, WOMs are not delivered. Therefore, we need to strike a balance between looking beautiful and branded and blending into the facebook environment. What we really need to do is figure out a way to make it beautiful and branded but still making it perform. Typically when it is really branded it won't do well in terms of CTR. We really need to beautify and clean up our reporting as well."