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Quiz 2

1. FILL IN THE BLANKTo ultimately change behavior: the campaign goal was to increase AWARENESS and ENGAGEMENT, in order to CHANGE BELIEFS, CHANGE PERCEIVED ___norms___________________, and therefore change INTENT… established precursors to changing BEHAVIOR.

2. Which research agency handles the external evaluation contract for the This Free Life campaign?

A. ICF B. RTI C. Banyan D. CrossMedia

3. What is the “gold standard” REACH and FREQUENCY goal of a behavior change campaign?

A. 70% of your target audience, 15 times a quarter B. 70% of your audience, 20 times a quarter C. 75% of your audience, 15 times a quarter D. 75% of your audience, 15 times a quarter

4. Define the media metric IMPRESSIONS in 1-2 sentences.

Impressions are essentially the number of times the content has been seen over the time you are measuring. 100 impressions could be 1 person seeing the content 100 times or 100 people seeing the content 1 time each.

5. Define the media metric UNIQUE IMPRESSIONS in 1-2 sentences.

Unique impressions are the number of individuals who have seen the material. This does not count repeat views, it is only the raw number of people who have seen the content. In the example above, the first one would be 1 unique impression and the second would be 100 unique impressions.

6. Define the marketing term EARNED MEDIA in 1-2 sentences.

Earned media is like getting media coverage without paying for it but because you have done something. It would be like the Today show covering This Free Life because they noticed it on YouTube and thought it was such an interesting campaign they wanted to share it.

7. Is YouTube an example of a BROAD APPEAL, BUT TARGETED REACH opportunity? (circle or underline one)

T / F 8. The metro station “take over” (advertisements on the station floor, stairs, and walls) described in the lecture occurred in which neighborhood in San Francisco?

The Castro 9. Which app was more effective at reaching members of the LGBT community? (circle one)

GRINDR or OKCUPID.

10. The campaign makes extensive use of influencers. Some of these influencers are YouTube influencers, with their own popular YouTube channels. What format did these YouTube influencers use to create content for the campaign? (circle one)

A. Spoken Word B. Q & A C. Reading Mean Tweets D. Animation

@globalcommunicationproject

#SOSCP8706 #quiz2 #thisfreelife

Analysis Activity #1

For San Diego

The top post for San Diego, according to Likealyzer are mostly posts that give people things to do, which is similar to that for San Francisco. People like when they hear about events they can attend in their area that they otherwise might not have known about. The interesting thing about the San Diego page is that people also seem to be interested in their job postings. This is an interesting thing for the San Diego page to know and could help them decide what to post about.

This page seems to be more active in general. While having fewer followers, the posts are more frequent and have a higher amount of engagement with the audience.

5 things they are doing well

1. posting frequently

2. posting images

3. posting about timely, important matters when they happen

4. posting a series, which can help build an audience

5. Replying to people who comment on their posts

5 area to improve

1. when they post about an important event, they should cancel (or reschedule) their scheduled post. Looking at 10/24/16 there are multiple times during the day where two posts when up almost simultaneously. The time sensitive posts should stay, but they should be aware of what else is there.

2. Not posting the whole series when the do post a series (if there are 10 videos – “Earn the perfect 10 of Preparedness”) I think for 10 days those should be the only posts (1 a day) unless an emergency also comes up

3. Linking to other groups pages to build a network

4. Post information from other sources that are not just countynewscenter.com

5. Figure out when most people engage with the content and time the posts for the most views – this would most likely be later in the day than when they currently post

For San Francisco

The top posts according to Likealyzer were almost all “on tap this weekend.” Looking at what they do post, this makes sense. Most of their posts are informational, but the ones about “on tap this weekend,” while still providing information, also give people ideas for fun things to do. Otherwise, most of the posts are about things to keep you safe or be more practical. While those facts are things people should know, Facebook probably isn’t the venue for that information – it would be better placed on their own website.

They also do not post frequently or regularly, making the times the do post even more important. If they are posting infrequently, I would suggest that what they post be vitally important information. Right now, it seems like they try to post about once a week because they know they have to post (although in the month of October the posts have gotten more frequent).

5 things they are doing well

1. posting photos

2. tagging other groups in their posts

3. using emojis