GUERRILLA FACEBOOK MARKETING GLOSSARY

Apps are application software programmed to carry out a single or multiple tasks. On Facebook, apps are developed in-house as well as by a host of third-party developers for many purposes, from documentation to simulation to entertainment.

Analytics is a term to describe logical, in-depth monitoring and analysis of data and statistics by combining computer software technologies and methodologies in operational research. Analytics can monitor behaviour and trends, and make sophisticated correlations with static variables such as demographics. On Facebook, the end results are typically represented in visuals such as graphs in Facebook Insights.

Baseline comparison is a comparative data analysis method of evaluating variables against a pre-determined reference point.

Bounce Rate is a commonly-used term by Internet marketers in website traffic analysis to describe the percentage of unique visitors who only view a single page of a website and leave the site. A website with a low bounce rate suggests that the website has engaging content as visitors are spending time viewing more pages on that website. Bounce rates can help website developers assess the effectiveness of their landing page. See entry on Landing Page.

Click-through rate (CTR%) is a unit of measurement in web-based advertising to determine how effective an ad is, based on the action taken by the viewer (i.e. clicking on the ad). It is calculated by dividing the number of times the ad was shown by the number of clicks it received, expressed by a percentage. The higher the CTR%, the more effective the ad is deemed to be.

Cost per click (CPC) is a measurement in advertising based on what it cost for every click per advertisement. It is calculated by dividing the total cost for the ad by the total number of clicks on that ad. On Facebook, each click on an ad directs the visitor to the advertiser’s page. Advertisements on Facebook are bid-based. See Cost per mille (CPM).

Cost per mille (CPM) or cost per thousand is a measurement in advertising based on what it cost for every thousand impressions (or views) of an advertisement. The word “mille” derives its meaning, “thousand” from French. The average CPM is calculated by dividing the cost of the ad by the number of thousands of times the advertisement is displayed. On Facebook, advertisers can set maximum amounts on daily advertising expenses. See Cost per click (CPC).

Dashboard is a term used in Facebook Insights that refers to the control panel from which users can view data (metrics) about their Facebook Page in various forms.

Fusion Marketing involves combining or tying in of one’s marketing efforts with another partner for mutual profitability and maximum exposure. Guerrillas are dependent on their fusion marketing partners. For example, a local bakery could mention its neighbour’s new store opening in their brochures and vice-versa. They know that the outcome of their marketing campaigns is strengthened by finding and working with their fusion partners.

Facebook Fan is a Facebook user who has chosen to be identified with or show support to a particular fan Page. There is no limit to the number of Pages a Facebook user can decide to be a fan of. Updates on the fan Page appears in the News Feed of the fan that can be viewed in turn by the fan’s friends.

Facebook “Like” is a signature feature of Facebook that permits Facebook users an easy way to indicate their response by simply clicking on the word (or button) “Like”. The mechanism behind Facebook’s “Like” is extremely powerful as a means of word of mouth marketing. When a user “Likes” a comment or update or link, the information is shared through that user’s friends on their News Feeds, which is turned can be viewed by friends of friends and so on.

Guerrilla Facebook Marketing weapons refer to Facebook-specific features, tools and resources that guerrillas can use to further their marketing plans. See Chapter 4 for 25 Facebook-specific weapons.

Landing Page is the first page that a visitor is directed to on Facebook, usually by clicking on a link or by typing in the address of the Page.

Marketing budget is a sum of money that is set aside to cover marketing expenses. For example, cost of advertisements. Guerrillas express their marketing budget as a percentage of their gross sales, before deductibles.

Marketing Calendar is a chronological sequencing of a marketing plan expressed in a calendar format - hourly/daily/weekly/monthly/yearly. It goes hand-in-hand with a marketing plan. See Marketing Plan.

Marketing Plan is a set of intended actions through which one executes to achieve a goal or goals. A guerrilla’s marketing plan consists of 7 elements and is succinctly expressed in 7 sentences. See Chapter 5 on Commence Battle Plan. A marketing plan can be complemented with a marketing calendar. See Marketing Calendar in Chapter 5.

Market survey can be defined as an attempt to collect information about consumers or markets to support or help make marketing decisions. Information can be collected through a variety of research techniques, such as opinion research or statistical analysis. Typical market surveys include analysing consumer behaviour, what consumer wants, and demand and supply of different commodities.

Mashups in techno-terms refers to a web application that combines or integrates multiple and complementary functions into something new. Google Maps, for instance, has mashups with numerous providers to offer users new functions. See for example, locating public toilets anywhere in the world (www.safe2pee.org). Sometimes also spelt as mash-ups. Similar to, but not the same as Fusion Marketing. See separate entry.

Moderator is a person in web-based forums or discussions authorized to enforce rules or guidelines of the forum. Moderators are granted access to all discussions threads and posts, and they can typically answer, delete, move, remove and block posts or users who do not comply with the guidelines of the forum or discussion.

Open source The concept of free sharing, accessibility, use and modification of content or software by the public. Web browser Mozilla Firefox and office software Open Office are examples of open sourced software. Wikipedia is an example of an open-source content that anyone can modify.

Poll is a survey conducted to determine public opinion by means of voting. Guerrilla Facebook Marketers can employ polls as a means of gathering opinion as well as engaging fans. On Facebook, users can conduct polls by means of the Facebook Question function, or by using a poll app.

Positioning is a term in marketing that refers to your niche in the marketplace – what your brands stands for. It is one of the 7 elements in a Guerrilla’s marketing plan. See Chapter 5 on Commence Battle Plan.

Privacy setting permits Facebook users control by limiting the sharing of content and data sharing. In recent times, Facebook has introduced more ways that permit users more sophisticated ways to control the nature of content shared with selected groups of friends.

Prospects are defined as potential customers identified by marketers.

ROI (Return on Investment) is a ratio of money gained or lost in relation to the amount of money invested and expressed as a percentage. For guerrillas, ROI is always measured in terms of profits.

Social bookmarking refers to the sharing of Internet links and references by visitors on websites such as Digg.com and del.icio.us.

Social graph is the global mapping of people and how they are related to one another. It suggests the future direction of the World Wide Web, with many implications for service providers, social media and web developers. The term is believed to have been introduced by Facebook in a 2007 Facebook convention under the concept of Facebook Platform.

Social Media refers to the use of media for social interaction - communicate, connect, buy, recommend, share, review, network, and so on. Facebook and Twitter are examples of social media.

Syndication feeds permit summaries of content on one website to be made available on another website for greater web exposure. RSS Graffiti and Blog RSS are examples of syndication feeds in Facebook.

Target Market refers to a specific segment that a marketer identifies to focus his/her marketing efforts on. Guerrillas carve out specific target markets by establishing geographic (by location, city or country), demographic (gender, age) and/or psychographic factors (similar interests, spending habits, etc).

Unique Selling Proposition (USP) is a marketing concept that focuses on highlighting the benefit(s) that can only be provided by a particular business. Also known as Unique Selling Point.

Unique visitor is a statistical variable commonly used in analytics to refer to a visitor to a website who has never visited before within a specified time period. The higher the number of unique visitors to a website, the more effective the marketing campaign has been in garnering new prospects.

User Generated Content (UGC) is a new concept that refers to content created not only by website owners but also by users and visitors. Genres that have arisen from UGC include fan-fiction, customer review sites, discussion boards, trip planners, wikis, and so on.

Viral Marketing is the replication or spreading of marketing messages, usually in an expedient manner similar to that of how a virus is spread – via word of mouth, or by text messages, or via social networking sites such as Facebook or Twitter.

Web traffic refers to data collected on the web. Specifically, website owners and marketers focus on web traffic data such as the number of visitors to their websites as an indicator of the website’s popularity. Web traffic can be directed from one website to another by enticing users to click on ads or links, by search engines, via emails and so on.

Wikis are online knowledge databases of collaborated content created by permitting the public to contribute content by editing, adding, deleting and sharing new content. Wikipedia is the largest online encyclopedia, but wiki applications have extended to the creation of FAQs, note-taking, and even to teaching instructions. See for example, Meatball Wiki.