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. 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
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages
Facts and opinions - opinion mining is much more complicated than factual mining

2. Proportion of Time People Spend Online
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
Each sentence is classified by subjectivity and sentiment

3. Two Approaches to Mobile Marketing
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
Build a dedicated website for mobile - develop your website employing RWD
Awareness/Engagement - which may lead to sales
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info

4. Sentiment Classification - Individual Sentence Level
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
Each sentence is classified by subjectivity and sentiment
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL

5. Approaches to Affiliate Marketing
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
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
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites
500 million+ users - top 10 most visited website

6. Business Outcomes
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
Increase revenue - decrease cost - increase customer satisfaction/loyalty
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights

7. Difference Between Personal Networks and Professional Networks
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
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
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
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

8. What is Social Media?
Increase revenue - decrease cost - increase customer satisfaction/loyalty
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites
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

9. Types of Activities that a Social Media Strategy is Built Around?
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
Based on overall sentiment expressed assumes each opinion focuses on a single object
Examine the content in online conversations to identify themes - sentiments - moods...

10. How are online display ads different from paid search?
Customer complaints - social media conversations - product reviews
#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:
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
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

11. Mobile Geofencing Ads
Target consumers based on proximity
#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:
Each sentence is classified by subjectivity and sentiment
500 million+ users - top 10 most visited website

12. Social Media Lessons
#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
Facts and opinions - opinion mining is much more complicated than factual mining
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
Run a Marketing Campaign & Track the Results

13. SO LO MO Marketing
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
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size

14. Why Should Marketers Care About Social Media?
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
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
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
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode

15. Advantages of A/B Testing

16. Social Media Platforms User Rankings
Online press releases - blogger outreach - article syndication - company blog
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85

17. Why market on Facebook?
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
1/3
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info
Increase revenue - decrease cost - increase customer satisfaction/loyalty

18. Mobile Ads in Unfamiliar Places
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
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
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

19. Average Costs for Advertising on Different Platforms
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
Awareness/Engagement - which may lead to sales
Each sentence is classified by subjectivity and sentiment

20. RWD
Increase revenue - decrease cost - increase customer satisfaction/loyalty
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
1/3
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment

21. Sentiment Analyses
Quantify activity and trends - ex: how many followers
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
Customer complaints - social media conversations - product reviews
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

22. Social Media Metrics
Identify connections of influence as well as the biggest sources of influence
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
Based on overall sentiment expressed assumes each opinion focuses on a single object
Break down message into opinions - features - timelines - targets of opinions - and opinion holders

23. Text Analytics
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages
Examine the content in online conversations to identify themes - sentiments - moods...
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion

24. Multivariate Testing
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info

25. Growth in Marketing on Digital Platforms
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
Clickstream data - data about customer's online behavior determined from their sequence of clicks
Allocating biggest component to search ads (50%)
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)

26. How are affiliates compensated?
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
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
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
Allocating biggest component to search ads (50%)

27. Descriptive Statistics
Run a Marketing Campaign & Track the Results
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
Quantify activity and trends - ex: how many followers
Facts and opinions - opinion mining is much more complicated than factual mining

28. Dominant Players in Online Display Ads
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
Target consumers based on proximity
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

29. A/B Testing
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites
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
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)

30. Buzz
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
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
Awareness/Engagement - which may lead to sales
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion

31. US Ad Spending Percentages
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content
Clickstream data - data about customer's online behavior determined from their sequence of clicks
Online press releases - blogger outreach - article syndication - company blog

32. How to deal with negative conversations?
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info
Examine the content in online conversations to identify themes - sentiments - moods...
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
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested

33. How to address the social media ROI challenge?
Run a Marketing Campaign & Track the Results
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
#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

34. How are mobile marketers spending their money?
Allocating biggest component to search ads (50%)
#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:
Build a dedicated website for mobile - develop your website employing RWD
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)

35. Most Commonly Used Web Analytics?

36. Sentiment Classification - Aggregate Level
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
Based on overall sentiment expressed assumes each opinion focuses on a single object
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
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested

37. Why market on Twitter?
Build a dedicated website for mobile - develop your website employing RWD
Each sentence is classified by subjectivity and sentiment
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
500 million+ users - top 10 most visited website

38. Sources of CI
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
Target consumers based on proximity
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
Facts and opinions - opinion mining is much more complicated than factual mining

39. Unconventional Uses for Social Media
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
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
User generated content - users are creators - commenters - spectators - and in-actives

40. Advantages of Multivariate Testing

41. Text Mining
Facts and opinions - opinion mining is much more complicated than factual mining
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
Awareness/Engagement - which may lead to sales
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing

42. Who is an affiliate?
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
Online press releases - blogger outreach - article syndication - company blog

43. Facebook Ad Options
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
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
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages

44. What to test on websites?
#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:
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
Identify connections of influence as well as the biggest sources of influence
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

45. Ways to execute online PR
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
Online press releases - blogger outreach - article syndication - company blog
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
Allocating biggest component to search ads (50%)

46. Competitive Intelligence (CI)
Customer complaints - social media conversations - product reviews
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights

47. Best Source of CI Data
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
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

48. How to augment actionable insights through web analytics?
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
Awareness/Engagement - which may lead to sales
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
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights

49. UGC
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
Customer complaints - social media conversations - product reviews
#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
User generated content - users are creators - commenters - spectators - and in-actives

50. Mobile Takeover 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
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: 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
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources