The Persuasion & Hypersocialization Playbooks
Dropbox recently ran a promotion with the tagline "Give us a customer, get free space." In essence, existing Dropbox users who successfully encouraged one of their friends to adopt Dropbox were rewarded with free storage space. This is an example of which type of strategy for a hypersocialized world?
What is Referral Marketing?
Alice is examining her site's ability to keep people on the site. Which digital metric type is she examining?
What is site stickiness?
Research shows that personalized ads were ______ times more effective at eliciting click-throughs than non-personalized ads.
What is 2 to 4?
Which generational group is most concerned about their data privacy?
What are Baby Boomers?
What is concerned with how we should best live?
What are ethics?
What best describes the element of mass persuasion when another party portrays itself as the real thing in order to convince an audience of the real thing?
What is Perceived Legitimacy?
Aletha is concerned that users are not sticking around on her site long enough. Which digital metric should she analyze?
What is exit or bounce rate?
What elements in a post captures our attention the most?
What are novelty and shock value?
Which piece of information do more U.S. adults find to NOT be very sensitive?
What are online purchases and online search histories?
True or false: Ethics guide, involve making choices, are guided by established values, and are beneath the law.
What is false?
Jane runs a persuasive advertising campaign. In order to increase the persuasiveness of her messages, she uses an application programming interface (API) to insert messages claiming "California Raisins and 15 more of your friends like this message." This type of claim best relates to what key element of mass persuasion?
What is Social Proof?
Bonnie is trying to understand how people feel about her company online. What digital metric is best for her to examine further?
What is sentiment analysis?
Bass Pro Shop wants to persuade a target group of customers, ages 40-60, located primarily in rural parts of the upper Midwest within 60 miles of a body of water, with a message about its new fishing line. Bass Pro Shop has asked its advertising partner to identify the platforms that can most accurately identify this group of consumers and subsequently deploy its message to them. What is Bass Pro Shop doing here?
What is microtargeting persuasive messages?
What is known as a dichotomy between a person’s intentions to protect their online privacy versus how they actually behave online, and as a result, compromise their privacy?
What is the Privacy Paradox?
In the Trolley problem, Lucinda pulls the lever diverting the train, minimizing the overall harm. Which approach did she take?
What is Utilitarian (or ends-based, consequentialism, or Benthamism)?
Research has shown that ___ in ____ influencers drive behavior change.
1 in 10?
Harry is focusing on SEO. Which type of traffic source should he pay most attention to in his Google Analytics reports?
What is organic search?
What is the process of using programs to curate and highlight content that is popular, engaging, or trending, and then features the content to even more users on social media?
What is algorithmic amplification?
The creation of user-generated content requires a tradeoff between ________ and _______.
What are sociability and privacy?
Harry speeds through a red light at 50 miles per hour because his wife, who is in the passenger's seat, is in labor. She needs medical attention immediately and the ambulance never came to their house. This situation is...
What are ethical and illegal?
What kind of market is described in the following statement? Organizations, brands, political parties, media outlets, etc. invest in social media to try to persuade us to change our behaviors and buy whatever products or ideas they may be selling
What is the Persuasion Market?
What is the difference between metrics and analytics?
Metrics measures of overall effectiveness & sentiment (clickthroughs, site stickiness, media mentions, earned impressions, relative pull)
Analytics measure customer usage behaviors and traffic on a specific platform or website (pageviews, device type, frequent landing page, engagement, etc.)
What are the 3 assumptions of the wisdom of crowds and how are they contradicted by social media?
Diverse voices and independent opinions are contradicted based on homophily (we are friends with those who share opinions similar to us)
Equal voices is contradicted because some people are more popular and get more attention (influencers)
Name at least two benefits of giving up some of our privacy that were discussed in the readings and in class.
What are... (1) safeguarding public health and the economy, (2) facilitating large scale longitudinal research, (3) Improve service quality and accessibility, and (4) lessening costs?
John is a software engineer at a major tech company. Through his work writing software code, he discovered that an enemy nation is about to launch a nuclear missile that may lead to another world war. John is pretty smart and he could hack the enemy nation's network to cancel the missile launch. However, it is against his profession's code of ethics to hack into any software system without permission, because doing so would be a form of lying and cheating. John decides not to hack into the enemy nation's code to cancel the launch. In this scenario, John is applying which ethical decision-making approach?
What is Deontology (or means-based or Kantianism)?