The Buyer Persona
What does BVP stand for?
Business Value Proposition
What is the path used when I go on Yelp or TripAdvisor?
Review/Recommend/Trust
Who pays when I click on an Adidas ad?
Adidas
The primary purpose of producing content is...
Persuasion
Is online reputation always fair and rational?
No
What is the USP?
Unique Selling Proposition
When I have to see an ad while I am scrolling through Instagram, what type of discovery is this?
Interrupt
What do SEO and SEM stand for?
Search Engine Optimization and Search Engine Marketing
How can we ethically use other people's content?
Cite it!
Name one reason why reputation is different today from 2 decades ago.
Anything internet-related... Jules will decide if you earned points!
Make up a buyer persona for Zara. Tell me about this imaginary person for 30 seconds.
There are no wrong answers!
Who is someone you hear from in the "share" path? Talk to me about him/her for 30 seconds.
Tell me about any influencer!
Which is the most specific type of keyword in a search?
Reputational or Branded Keyword
What does UGC stand for?
User Generated Content
If you run a small company, you are likely to have _______ reputation.
Describe one difference between the BVP and the USP
The USP assumes that you already know general details, and focuses on what’s unique about the business.
Name two examples of where you might be exposed to the "browse" discovery path.
Facebook, Youtube, Instagram, Twitter, etc.
When a customer makes a very general search, this type of keyword is used at the very beginning of a customer's search journey?
Educational Keyword
Are there more types of content or more mediums for content?
More mediums
How would you describe (in one word) a business that does not actively try to build a positive reputation?
Passive
How many different buyer personas can a business have?
Any number! (As many as they want to target)
Name one way the "search" path can be used without the internet.
Information desk, a map, etc.
Describe how google determines which ads to show.
Your response must refer to the "bid-per-click."
Name one type of content which would not be found on the internet.
Interactive content, such as the back-and-forth conversations your sales staff has with customers.
How is a negative brand event like a car wreck?
Relatively uncommon but potentially catastrophic