Accesses online communities, social networks, interactive tools and digital communications as a medium for spreading messages.
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MICROSITE- GLOSSARY DEFINITION
A web page, or collection of web pages, that serves as a supplement to a larger website. These are generally used to attract users to a particular promotion, and contain links to draw them back to the larger website.
GRASSROOTS- GLOSSARY DEFINITIONS
Natural and spontaneous movements created and fueled by consumers.
ONLINE RESOURCES- GLOSSARY DEFINITIONS
More than just websites providing in-depth information, online resources have grown to include web communities, consumer-based sharing tools, consumer-generated content and functions as a unique social platform connected people from all around the world.
RESULTS- GLOSSARY DEFINITIONS
The collection of analyzed data from a WOM campaign. The data is used to indicate a program’s goals, achieved successes and final return on investment.
AMBASSADOR PROGRAMS- GLOSSARY DEFINITIONS
Initiatives designed to pinpoint evangelists or product advocates who spread positive word of mouth because they want to. Ambassadors can function as focus groups, product testers and on/offline buzz-generators.
CONSUMERISM- GLOSSARY DEFINITIONS
The idea that the customer dictates what happens in the marketplace.
OPEN-ENDED COMMUNITY RELATIONS- GLOSSARY DEFINITIONS
Relating to the public means forming two-way communications channels that allow you to speak directly to your consumer and visa versa.
INFLUENCE- GLOSSARY DEFINITIONS
The level of persuasion one has over others. Highly influential individuals are the most attractive to marketers, as they have the greatest ability to increase buzz and convert word of mouth to sales.
THE DIFFERENCE BETWEEN A BLOG AND A FORUM
If you ask a room of marketing executives “do you know the difference between a blog and a forum?” most everyone would nod casually trying not to make eye contact.
So, to spare all of you who nodded, smiled, raised your hand or affirmed your knowledge without complete understanding, MGH has compiled this wiki-breviated reference for [...]
ACTIVE TALKERS- GLOSSARY DEFINITIONS
Those within a given community who are most vocal and active. These individuals are generally considered to be influential, and are highly sought after in developing ambassador programs and in targeting online communities.
HONEST- GLOSSARY DEFINITIONS
The act of being open and transparent within a WOM campaign. Truthfulness is significant in maintaining a positive reputation among consumers, and is thought of as being one of the most important aspects of word of mouth
