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. Mobile Ads in Unfamiliar Places
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
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
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

2. Sentiment Classification - Individual Sentence Level
Identify connections of influence as well as the biggest sources of influence
Each sentence is classified by subjectivity and sentiment
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
Run a Marketing Campaign & Track the Results

3. Social Media Metrics
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
Customer complaints - social media conversations - product reviews
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

4. Dominant Players in Online Display Ads
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
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
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
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

5. Mobile Takeover 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
Facts and opinions - opinion mining is much more complicated than factual mining
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

6. Social Media Platforms User Rankings
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
Run a Marketing Campaign & Track the Results
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

7. Why market on Pintrest?
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
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
Online press releases - blogger outreach - article syndication - company blog

8. 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
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
Each sentence is classified by subjectivity and sentiment
Quantify activity and trends - ex: how many followers

9. What is the reason for liking on social media sites?
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
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: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)

10. Descriptive Statistics
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages
Quantify activity and trends - ex: how many followers
#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:
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts

11. Buzz
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
Awareness/Engagement - which may lead to sales
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested

12. Steps to marketing on facebook
Awareness/Engagement - which may lead to sales
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
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
Break down message into opinions - features - timelines - targets of opinions - and opinion holders

13. SO LO MO Marketing
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info
Target consumers based on proximity
Increase revenue - decrease cost - increase customer satisfaction/loyalty
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location

14. Sentiment Analyses
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
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
Each sentence is classified by subjectivity and sentiment

15. Challenges of Trying to Implement Social Media
User generated content - users are creators - commenters - spectators - and in-actives
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
#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:

16. Social Network Analyses
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
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
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites

17. 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
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
Increase revenue - decrease cost - increase customer satisfaction/loyalty
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode

18. Disadvantages of A/B Testing
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
Each sentence is classified by subjectivity and sentiment
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
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

19. How are affiliates compensated?
Target consumers based on proximity
500 million+ users - top 10 most visited website
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
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

20. Why market on Facebook?
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites
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
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info

21. How are online display ads different from paid search?
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
Clickstream data - data about customer's online behavior determined from their sequence of clicks
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads

22. Advantages of Multivariate Testing

23. Competitive Intelligence (CI)
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
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
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources
#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

24. Disadvantages of Multivariate Testing
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing
Customer complaints - social media conversations - product reviews

25. Who is an affiliate?
Customer complaints - social media conversations - product reviews
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites

26. Multivariate Testing
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
Customer complaints - social media conversations - product reviews

27. Types of Activities that a Social Media Strategy is Built Around?
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
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content
Target consumers based on proximity

28. Why market on Twitter?
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
500 million+ users - top 10 most visited website
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
Target consumers based on proximity

29. Sources of Unsolicited Customer Feedback
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
Customer complaints - social media conversations - product reviews
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: 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

30. Most Commonly Used Web Analytics?

31. US Ad Spending Percentages
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
Build a dedicated website for mobile - develop your website employing RWD
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
#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

32. How to augment actionable insights through web analytics?
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
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
1/3

33. Text 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
Facts and opinions - opinion mining is much more complicated than factual mining
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: 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

34. Unconventional Uses for Social Media
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
Each sentence is classified by subjectivity and sentiment
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources

35. F - S - H - O - T
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
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
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+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info

36. What % of Online Content is Images?
Clickstream data - data about customer's online behavior determined from their sequence of clicks
1/3
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
User generated content - users are creators - commenters - spectators - and in-actives

37. UGC
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
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
User generated content - users are creators - commenters - spectators - and in-actives

38. Business Outcomes
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
Increase revenue - decrease cost - increase customer satisfaction/loyalty
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content

39. How to deal with negative conversations?
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
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
Increase revenue - decrease cost - increase customer satisfaction/loyalty

40. RWD
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
Based on overall sentiment expressed assumes each opinion focuses on a single object
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

41. A/B Testing
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
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages
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
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

42. Proportion of Time People Spend Online
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
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
Increase revenue - decrease cost - increase customer satisfaction/loyalty

43. Advantages of A/B Testing

44. Text Analytics
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
Examine the content in online conversations to identify themes - sentiments - moods...
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info

45. Difference Between Personal Networks and Professional Networks
500 million+ users - top 10 most visited website
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
Target consumers based on proximity

46. What does online PR entail?
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages
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
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

47. Two Approaches to Mobile Marketing
Build a dedicated website for mobile - develop your website employing RWD
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
Awareness/Engagement - which may lead to sales
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other

48. Ways to execute online PR
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
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
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
Online press releases - blogger outreach - article syndication - company blog

49. How are mobile marketers spending their money?
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info
Allocating biggest component to search ads (50%)
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
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

50. 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
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources
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
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites