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. Why market on Facebook?
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
Identify connections of influence as well as the biggest sources of influence

2. Social Media Platforms User Rankings
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
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
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites

3. Buzz
Awareness/Engagement - which may lead to sales
Increase revenue - decrease cost - increase customer satisfaction/loyalty
Run a Marketing Campaign & Track the Results
Examine the content in online conversations to identify themes - sentiments - moods...

4. Sources of Unsolicited Customer Feedback
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
User generated content - users are creators - commenters - spectators - and in-actives
Customer complaints - social media conversations - product reviews
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing

5. Why Should Marketers Care About Social Media?
User generated content - users are creators - commenters - spectators - and in-actives
Target consumers based on proximity
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing
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

6. Who is an affiliate?
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
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%)

7. Sources of CI
Facts and opinions - opinion mining is much more complicated than factual mining
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
Each sentence is classified by subjectivity and sentiment
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

8. How to address the social media ROI challenge?
Run a Marketing Campaign & Track the Results
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages
Based on overall sentiment expressed assumes each opinion focuses on a single object
Facts and opinions - opinion mining is much more complicated than factual mining

9. Mobile Ads in Unfamiliar Places
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
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: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites

10. What does online PR entail?
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
Allocating biggest component to search ads (50%)
Target consumers based on proximity
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

11. Challenges of Trying to Implement Social Media
#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:
Examine the content in online conversations to identify themes - sentiments - moods...
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content

12. Text Mining
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
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

13. How are mobile marketers spending their money?
Allocating biggest component to search ads (50%)
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data

14. SO LO MO Marketing
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
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
500 million+ users - top 10 most visited website
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

15. RWD
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
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
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

16. Why market on Pintrest?
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing
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
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other

17. Social Network Analyses
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content
Identify connections of influence as well as the biggest sources of influence
Each sentence is classified by subjectivity and sentiment
User generated content - users are creators - commenters - spectators - and in-actives

18. Text Analytics
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
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
Examine the content in online conversations to identify themes - sentiments - moods...
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

19. Mobile Takeover Ads
Identify connections of influence as well as the biggest sources of influence
User generated content - users are creators - commenters - spectators - and in-actives
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
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights

20. Multivariate Testing
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
Customer complaints - social media conversations - product reviews
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content

21. Advantages of Multivariate Testing

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22. Facebook Ad Options
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
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
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested

23. How are online display ads different from paid search?
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
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%)
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads

24. 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
1/3
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
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

25. Dominant Players in Online Display Ads
1/3
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL

26. Ways to execute online PR
Examine the content in online conversations to identify themes - sentiments - moods...
Online press releases - blogger outreach - article syndication - company blog
Allocating biggest component to search ads (50%)
Target consumers based on proximity

27. What is Social Media?
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages
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
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info

28. How to augment actionable insights through web analytics?
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights

29. Sentiment Classification - Individual Sentence Level
Each sentence is classified by subjectivity and sentiment
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
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
Based on overall sentiment expressed assumes each opinion focuses on a single object

30. Unconventional Uses for Social Media
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources
Each sentence is classified by subjectivity and sentiment
#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:

31. Approaches to Affiliate Marketing
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites
#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
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion

32. Types of Activities that a Social Media Strategy is Built Around?
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
Online press releases - blogger outreach - article syndication - company blog
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info

33. Proportion of Time People Spend Online
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
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads

34. Business Outcomes
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
Identify connections of influence as well as the biggest sources of influence
Facts and opinions - opinion mining is much more complicated than factual mining
Increase revenue - decrease cost - increase customer satisfaction/loyalty

35. Best Source of CI Data
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources
Identify connections of influence as well as the biggest sources of influence

36. What is the reason for liking on social media sites?
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
#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: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
#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

37. Steps to marketing on facebook
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: 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
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages

38. Difference Between Personal Networks and Professional Networks
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
Increase revenue - decrease cost - increase customer satisfaction/loyalty

39. F - S - H - O - T
#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:
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
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
Online press releases - blogger outreach - article syndication - company blog

40. Descriptive Statistics
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
Awareness/Engagement - which may lead to sales
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
Quantify activity and trends - ex: how many followers

41. What % of Online Content is Images?
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites
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
1/3

42. Mobile Geofencing Ads
Target consumers based on proximity
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
Online press releases - blogger outreach - article syndication - company blog
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data

43. UGC
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
User generated content - users are creators - commenters - spectators - and in-actives
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85

44. US Ad Spending Percentages
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
500 million+ users - top 10 most visited website
Based on overall sentiment expressed assumes each opinion focuses on a single object

45. How are affiliates compensated?
Awareness/Engagement - which may lead to sales
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites
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
Build a dedicated website for mobile - develop your website employing RWD

46. Disadvantages of Multivariate Testing
User generated content - users are creators - commenters - spectators - and in-actives
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
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing

47. Disadvantages of A/B Testing
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
Increase revenue - decrease cost - increase customer satisfaction/loyalty

48. How to deal with negative conversations?
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
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
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
Quantify activity and trends - ex: how many followers

49. Most Commonly Used Web Analytics?

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50. Sentiment Analyses
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing
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
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode