Test your basic knowledge |

Digital And Social Media Marketing

Subjects : business-skills, it-skills

Instructions:

Answer 50 questions in 15 minutes.
If you are not ready to take this test, you can study here.
Match each statement with the correct term.
Don't refresh. All questions and answers are randomly picked and ordered every time you load a test.

This is a study tool. The 3 wrong answers for each question are randomly chosen from answers to other questions. So, you might find at times the answers obvious, but you will see it re-enforces your understanding as you take the test each time.

1. How to augment actionable insights through web analytics?
Two parts - characterized by friendly relations and means of communication - Social Media is any medium that facilitates conversation - Social communication in conjunction with the internet leads to social interaction
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
Technique for testing 2 or more versions of a website - each version is randomly shown (50/50) - goal is to identify the version that delivers the best desired outcome
Identify connections of influence as well as the biggest sources of influence

2. A/B Testing
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages
User generated content - users are creators - commenters - spectators - and in-actives
Technique for testing 2 or more versions of a website - each version is randomly shown (50/50) - goal is to identify the version that delivers the best desired outcome

3. Advantages of Multivariate Testing

4. How are online display ads different from paid search?
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
#1: It is a powerful tool to generate consumer buzz #2: It shifts the power of communication from the company to the consumer #3: Monitoring social media is no longer an option #4: Do your research - social media is cheap but mistakes prove costly #5
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn

5. US Ad Spending Percentages
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
1: build your FB page - 2: connect with people - get people to like your page - create targeted ads - 3: engage your audience - post quality content and promote your posts with ads
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
Break down message into opinions - features - timelines - targets of opinions - and opinion holders

6. Social Media Platforms User Rankings
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion

7. Difference Between Personal Networks and Professional Networks
Target consumers based on proximity
#1: It is a powerful tool to generate consumer buzz #2: It shifts the power of communication from the company to the consumer #3: Monitoring social media is no longer an option #4: Do your research - social media is cheap but mistakes prove costly #5
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
500 million+ users - top 10 most visited website

8. What is the reason for liking on social media sites?
Online press releases - blogger outreach - article syndication - company blog
F - feature of the object mentioned in opinion S - sentiment value of the opinion H - opinion holder O - target object T - time when the opinion is expressed
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)

9. Steps to marketing on facebook
Target consumers based on proximity
1: build your FB page - 2: connect with people - get people to like your page - create targeted ads - 3: engage your audience - post quality content and promote your posts with ads
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages
Examine the content in online conversations to identify themes - sentiments - moods...

10. Average Costs for Advertising on Different Platforms
Quantify activity and trends - ex: how many followers
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
Technique for testing 2 or more versions of a website - each version is randomly shown (50/50) - goal is to identify the version that delivers the best desired outcome
78% of people trust consumer recommendations while 14% of people trust ads - 23% of all time spent on the internet is devoted to social media - conversations in social media can offer unprecedented real time insights

11. Sentiment Analyses
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested

12. How are mobile marketers spending their money?
Consume the entire screen - usually an eye catching image - animation - or video - average CTR = 18% - should use this ad format sparingly as too much usage can annoy consumers
Allocating biggest component to search ads (50%)
F - feature of the object mentioned in opinion S - sentiment value of the opinion H - opinion holder O - target object T - time when the opinion is expressed
Customer complaints - social media conversations - product reviews

13. What to test on websites?
Fix the big losers - pages with high bounce rates or landing pages - review checkout procedure - outcome directly connects to bottom line - review number and layout of ads - test different prices and selling tactics
Consume the entire screen - usually an eye catching image - animation - or video - average CTR = 18% - should use this ad format sparingly as too much usage can annoy consumers
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
Based on overall sentiment expressed assumes each opinion focuses on a single object

14. Social Media Lessons
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
#1: It is a powerful tool to generate consumer buzz #2: It shifts the power of communication from the company to the consumer #3: Monitoring social media is no longer an option #4: Do your research - social media is cheap but mistakes prove costly #5
Clickstream data - data about customer's online behavior determined from their sequence of clicks

15. Best Source of CI Data
#1: understanding the potential of social media to make a difference in your business (41%) - #2: measuring the effectiveness of social media activities (40%) - #3: linking social media activities to an impact on company financials/ROI (31%) - #4:
1: build your FB page - 2: connect with people - get people to like your page - create targeted ads - 3: engage your audience - post quality content and promote your posts with ads
F - feature of the object mentioned in opinion S - sentiment value of the opinion H - opinion holder O - target object T - time when the opinion is expressed
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources

16. F - S - H - O - T
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages
F - feature of the object mentioned in opinion S - sentiment value of the opinion H - opinion holder O - target object T - time when the opinion is expressed
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content

17. Approaches to Affiliate Marketing
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites

18. Business Outcomes
Increase revenue - decrease cost - increase customer satisfaction/loyalty
Facts and opinions - opinion mining is much more complicated than factual mining
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages
Target consumers based on proximity

19. Social Network Analyses
Identify connections of influence as well as the biggest sources of influence
Allocating biggest component to search ads (50%)
User generated content - users are creators - commenters - spectators - and in-actives
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info

20. Buzz
Clickstream data - data about customer's online behavior determined from their sequence of clicks
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
Awareness/Engagement - which may lead to sales
#1: It is a powerful tool to generate consumer buzz #2: It shifts the power of communication from the company to the consumer #3: Monitoring social media is no longer an option #4: Do your research - social media is cheap but mistakes prove costly #5

21. Advantages of A/B Testing

22. What does online PR entail?
Raising profile of brand using online channels - developing online word of mouth/buzz - identifying and fostering online advocates - identifying and minimizing impact of online detractors - identifying online trends and issues in industry - seaml
Identify connections of influence as well as the biggest sources of influence
Examine the content in online conversations to identify themes - sentiments - moods...
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads

23. Proportion of Time People Spend Online
Awareness/Engagement - which may lead to sales
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
Target consumers based on proximity

24. Mobile Geofencing Ads
Clickstream data - data about customer's online behavior determined from their sequence of clicks
Target consumers based on proximity
Build a dedicated website for mobile - develop your website employing RWD
Consume the entire screen - usually an eye catching image - animation - or video - average CTR = 18% - should use this ad format sparingly as too much usage can annoy consumers

25. Mobile Takeover Ads
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
Consume the entire screen - usually an eye catching image - animation - or video - average CTR = 18% - should use this ad format sparingly as too much usage can annoy consumers
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info
Identify connections of influence as well as the biggest sources of influence

26. Social Media Metrics
Increase revenue - decrease cost - increase customer satisfaction/loyalty
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
Run a Marketing Campaign & Track the Results
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts

27. Disadvantages of Multivariate Testing
Identify connections of influence as well as the biggest sources of influence
Raising profile of brand using online channels - developing online word of mouth/buzz - identifying and fostering online advocates - identifying and minimizing impact of online detractors - identifying online trends and issues in industry - seaml
#1: It is a powerful tool to generate consumer buzz #2: It shifts the power of communication from the company to the consumer #3: Monitoring social media is no longer an option #4: Do your research - social media is cheap but mistakes prove costly #5
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing

28. How to address the social media ROI challenge?
Run a Marketing Campaign & Track the Results
Raising profile of brand using online channels - developing online word of mouth/buzz - identifying and fostering online advocates - identifying and minimizing impact of online detractors - identifying online trends and issues in industry - seaml
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
Online press releases - blogger outreach - article syndication - company blog

29. Types of Activities that a Social Media Strategy is Built Around?
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content
Facts and opinions - opinion mining is much more complicated than factual mining

30. What % of Online Content is Images?
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
#1: It is a powerful tool to generate consumer buzz #2: It shifts the power of communication from the company to the consumer #3: Monitoring social media is no longer an option #4: Do your research - social media is cheap but mistakes prove costly #5
1/3
Fix the big losers - pages with high bounce rates or landing pages - review checkout procedure - outcome directly connects to bottom line - review number and layout of ads - test different prices and selling tactics

31. Mobile Ads in Unfamiliar Places
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
Online press releases - blogger outreach - article syndication - company blog
Allocating biggest component to search ads (50%)
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data

32. Sources of CI
#1: It is a powerful tool to generate consumer buzz #2: It shifts the power of communication from the company to the consumer #3: Monitoring social media is no longer an option #4: Do your research - social media is cheap but mistakes prove costly #5
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment

33. How to deal with negative conversations?
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info
Stay calm - professional and respectful - engage positively in the conversation - if it is malicious - vigorously defend it - post additional and supporting info on your site - do not hesitate to apologize if the negative comments are justified

34. Disadvantages of A/B Testing
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
Facts and opinions - opinion mining is much more complicated than factual mining
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion

35. Descriptive Statistics
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
Quantify activity and trends - ex: how many followers
User generated content - users are creators - commenters - spectators - and in-actives
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages

36. Challenges of Trying to Implement Social Media
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
Based on overall sentiment expressed assumes each opinion focuses on a single object
#1: understanding the potential of social media to make a difference in your business (41%) - #2: measuring the effectiveness of social media activities (40%) - #3: linking social media activities to an impact on company financials/ROI (31%) - #4:
Majority use revenue sharing or pay per sale model - some use cost per action or pay per action where compensation is based on specific actions - small amount use CPC or CPM model

37. RWD
Facts and opinions - opinion mining is much more complicated than factual mining
Run a Marketing Campaign & Track the Results
Customer complaints - social media conversations - product reviews
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment

38. Two Approaches to Mobile Marketing
Build a dedicated website for mobile - develop your website employing RWD
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages

39. Facebook Ad Options
1/3
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)

40. SO LO MO Marketing
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
Stay calm - professional and respectful - engage positively in the conversation - if it is malicious - vigorously defend it - post additional and supporting info on your site - do not hesitate to apologize if the negative comments are justified
Majority use revenue sharing or pay per sale model - some use cost per action or pay per action where compensation is based on specific actions - small amount use CPC or CPM model

41. Why market on Pintrest?
Facts and opinions - opinion mining is much more complicated than factual mining
1 billion monthly page views and growing - lengthy time on site - pintrest traffic converts to a sale at more than twice the rate of FB traffic
Technique for testing 2 or more versions of a website - each version is randomly shown (50/50) - goal is to identify the version that delivers the best desired outcome
Stay calm - professional and respectful - engage positively in the conversation - if it is malicious - vigorously defend it - post additional and supporting info on your site - do not hesitate to apologize if the negative comments are justified

42. How are affiliates compensated?
1/3
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
Majority use revenue sharing or pay per sale model - some use cost per action or pay per action where compensation is based on specific actions - small amount use CPC or CPM model
1: build your FB page - 2: connect with people - get people to like your page - create targeted ads - 3: engage your audience - post quality content and promote your posts with ads

43. Text Mining
Facts and opinions - opinion mining is much more complicated than factual mining
1: build your FB page - 2: connect with people - get people to like your page - create targeted ads - 3: engage your audience - post quality content and promote your posts with ads
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
Increase revenue - decrease cost - increase customer satisfaction/loyalty

44. Text Analytics
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
Examine the content in online conversations to identify themes - sentiments - moods...
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages

45. Why Should Marketers Care About Social Media?
78% of people trust consumer recommendations while 14% of people trust ads - 23% of all time spent on the internet is devoted to social media - conversations in social media can offer unprecedented real time insights
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
Quantify activity and trends - ex: how many followers

46. Sources of Unsolicited Customer Feedback
78% of people trust consumer recommendations while 14% of people trust ads - 23% of all time spent on the internet is devoted to social media - conversations in social media can offer unprecedented real time insights
Online press releases - blogger outreach - article syndication - company blog
Customer complaints - social media conversations - product reviews
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...

47. Why market on Twitter?
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content
500 million+ users - top 10 most visited website

48. What is Social Media?
Two parts - characterized by friendly relations and means of communication - Social Media is any medium that facilitates conversation - Social communication in conjunction with the internet leads to social interaction
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
Based on overall sentiment expressed assumes each opinion focuses on a single object
Run a Marketing Campaign & Track the Results

49. Why market on Facebook?
Run a Marketing Campaign & Track the Results
Based on overall sentiment expressed assumes each opinion focuses on a single object
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info

50. Sentiment Classification - Aggregate Level
Allocating biggest component to search ads (50%)
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
Customer complaints - social media conversations - product reviews
Based on overall sentiment expressed assumes each opinion focuses on a single object