Week 6
The TV show Simon chose not to participate in
What is: Godmorgen Danmark (Tv2)
The company used in the lecture to exemplify ‘Cultural Branding’
What is: Chipotle
“A short (often single paged) document that outlines the central problem, objective, and focus of a (digital) communication effort “
What is: A Creative Brief
The author of this week’s (9) main reading
Who is: Robert Kozinets
The hashtag associated with the Nike example in this week's reading
What is: #airmaxday
The Danish Pastry which was the main focus in an article presented in this weeks seminar
What is: Fastelavsbolle
“A hybrid of a producer and consumer”
What is: A prosumer
The famous painter used when exemplifying the different briefing types
Who is: Michelangelo
“a qualitative research methodology that adapts ethnographic research techniques to study the cultures and communities that are emerging through computer-mediated communications”
What is: Netnography
Tool which encourages users to engage with others on social media, either directly or as standalone posts?
What are: Hashtags
The (very central) concept that fits this definition by Guldbrandsen & Just (2011): ”a process in which meaning is collectively created - a form of communication in which there is no end-product, only attempts at inviting people to collaborate”
What is: Digital Communication
Fairly new technology used to act as a receiver for an organization
What is: AI
The famous person used in IKEA’s ad with the hashtag #feelthebern (presented in the lecture)
Who is: Bernie Sanders
"a network of heterogeneous persons - in terms of age, sec, income etc. - who are linked by a shared passion or emotion"
What are: Consumer tribes
The social media platform which is often associated with short, real-time updates and is commonly used for social listening due to its immediacy?
What is: Twitter
The bikini company used as a point of departure (in the lecture) when talking about collaborative communication?
What is: Aerie
The term that fits this definition: "Making parodies of commercially produced content e.g. advertisements or logos"
What is: Spoofing
Name 3 out of the 5 briefing types
briefing by requirement, briefing by execution, briefing by content, briefing by meaning, briefing by creative task
“a system for posting messages online/discussion groups (early online social network)”
What is: a usenet (USEr NETwork) newsgroup
The metrics that are primarily quantified in the traditional 'data-centric' view of social media analysis?
What are: Followers, likes, engagements
The content of the appendix in our exam assignment
:-)
What is: Product and/or Examples of the execution of the plan
The subject of the international journalist’s survey, which we used in a walk-and-talk discussion in class this week
What is: “Denmark is one of the world’s most digital countries”
The tool we used to do a market position analysis - including factors as ‘mainstream/the cultural orthodox vs. differentiated subculture and online vs. offline’
What is: a positioning map
“privacy, confidentiality, appropriation of personal stories and informed consent”
What is: ethical concerns
Name two popular social listening tools used to monitor online conversations and sentiments
What are: Crimson Hexagon, Brandwatch, Pulsar, NetBase, NUVI