Upstream
What are the different parts of the upstream?
Macro why, Micro why, Macro who, Micro who
Name all parts of the Midstream
Cadence, Altitude, Consumer Funnel, Consumer Journey, Content (What)
Name the different parts of the downstream
Hubs/Spokes
Hires
ROI/KPIs
How many sentences does each intro paragraph need to have in the upstream?
8-10
Where was Flink born?
A) Missouri
B) Kansas
C) Wisconsin
D) Florida
C) Wisconsin
What is the purpose of the intro paragraphs?
To explain the positioning, rationale, and how all the buckets tie into one another for each part of the upstream in their respective sense.
(Explaining each bucket)
Name the three websites we ask you to use when researching the cadence.
SEMRush, Similarweb, Google Trends
What is a hub and what is a spoke
+50 if you can tell me the purpose of a spoke
A hub is a primary platform that is owned by a brand
A spoke is a secondary platform where not all the analytics are owned, they are social channels
A spokes purpose is to drive traffic to a hub
How long should the full presentation take? (how long does the recording need to be?
10 mins
What is my favorite basketball team?
A) Oklahoma City Thunder
B) Chicago Bulls
C) Milwaukee Bucks
D) Boston Celtics
C) Milwaukee Bucks
What does each part of the upstream do?
What is the point of each part of the upstream?
Macro who - What the consumers generally are asking for
Macro why - How general companies are responding to these trends, what general companies are noticing
Micro why - what your company is doing in response to trends they are noticing
Micro who - Why your consumer (target audience) is asking for something, what your specific consumer is asking for
When writing the high altitude section, what out of this list should not be included
an overview of what part of the journey the consumer may be in while consuming this altitude of content, a full definition of a type of content, some broad examples of a couple of different unique ideas for content that could fit in this altitude, the feelings that a consumer are experiencing while needing this type of content
A full definition of a type of content
What is the difference between a ROI and a KPI
Tell me two examples of a ROI and KPI
A ROI is the return that you get when you create content or format changes to a website, product, or brand
A KPI is the way that you track changes and brand performance to know that your changes are successful
ROI- Form submissions, Brand engagement, Brand awareness, Top of Mind awareness, app downloads, membership sign ups
KPI - bounce rate, Pages per view, CTR, open email rate, new users, app downloads
Does this project require a citations page at the end?
No
What was the first activity that I made us do?
Speed Buckets
What are the steps to figuring out the target audience name?
1. Strike the buckets that are not characteristics
2. Find repeating words in your build; or trends
3. Look at the companies website and see what values they are creating the most content for; what content was easiest to fill out in the micro why.
Steps of the consumer journey
Identify the problem
Research and brand comparison
Reassurance and validation
Create their own experience
Reevaluation
Advocacy
When investigating a hub or spoke, what three things are you looking at?
The purpose, the audit, and the recommendations
Properly cite this article for me for inserting into a report
Link in doc
(Mintel 1, 2024)
(Mintel Zegler, 2024)
(Mintel Global Food & Drink, 2024)
(Global Food & Drink Trends, 2024)
What brand did I do for my project, not my group
Dickies
Convert this Micro who fact to a Micro why fact:
Consumers are searching far and wide for brands that will create products that respect their necessity for bee-friendly honey. They are actively searching for information that helps them understand how brands are respecting bees with their honey.
Hint: Do not just put brands are noticing in front of the statement.
brands are noticing that there is high success with their products and content when they explicitly state how their products respect bees and how they participate in bee safety with the creation of their products. Companies are starting to create information on their products about their efforts to bee safety because of this success.
Give me an example of a type of content we would see at the mid level altitude
Listicles, reassurance pieces, Informative videos, Content pieces about benefits of a product
Tell me what you would write in the hire/reallocaiton portion of this paper for the following situation:
You proposed a video series for Coca Cola to showcase professional sporting events sponsored by Coca Cola in order to satisfy an adventurous crave by our target audience. You also know that Coca Cola has an expansive Social Media team, communications team, and Intern program in these two fields
A re allocation of members (The rest is up to the group simply requires good enough elaboration)
Name all the parts of the project that require an intro paragraph
All parts of the upstream, cadence,
As well as intro sentences for the What contents
Name every person in this room
Correct or not correct