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 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
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)

2. Sources of CI
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
User generated content - users are creators - commenters - spectators - and in-actives
#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: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)

3. Why market on Pintrest?
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
Awareness/Engagement - which may lead to sales
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

4. Why market on Facebook?
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+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
Identify connections of influence as well as the biggest sources of influence

5. Disadvantages of Multivariate Testing
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
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
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size

6. Business Outcomes
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
Increase revenue - decrease cost - increase customer satisfaction/loyalty
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data

7. 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
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
Run a Marketing Campaign & Track the Results

8. 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
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
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...

9. How to address the social media ROI challenge?
Increase revenue - decrease cost - increase customer satisfaction/loyalty
Allocating biggest component to search ads (50%)
Online press releases - blogger outreach - article syndication - company blog
Run a Marketing Campaign & Track the Results

10. Social Network Analyses
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
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
Identify connections of influence as well as the biggest sources of influence
Each sentence is classified by subjectivity and sentiment

11. What does online PR entail?
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content
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
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

12. Multivariate 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
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
Target consumers based on proximity

13. Dominant Players in Online Display 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
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
Each sentence is classified by subjectivity and sentiment
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)

14. US Ad Spending Percentages
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
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
Each sentence is classified by subjectivity and sentiment

15. How to augment actionable insights through web analytics?
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources

16. What is Social Media?
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
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
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
Customer complaints - social media conversations - product reviews

17. What % of Online Content is Images?
Target consumers based on proximity
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
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
1/3

18. Descriptive Statistics
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
Quantify activity and trends - ex: how many followers
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data

19. Who is an affiliate?
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
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
Increase revenue - decrease cost - increase customer satisfaction/loyalty

20. Average Costs for Advertising on Different Platforms
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
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
Examine the content in online conversations to identify themes - sentiments - moods...

21. Why market on Twitter?
500 million+ users - top 10 most visited website
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
Facts and opinions - opinion mining is much more complicated than factual mining
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment

22. Why Should Marketers Care About Social Media?
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources
Online press releases - blogger outreach - article syndication - company blog
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
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages

23. Sentiment Classification - Aggregate Level
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
Based on overall sentiment expressed assumes each opinion focuses on a single object
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

24. Proportion of Time People Spend Online
500 million+ users - top 10 most visited website
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
Facts and opinions - opinion mining is much more complicated than factual mining
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...

25. Ways to execute online PR
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
Online press releases - blogger outreach - article syndication - company blog
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads

26. Approaches to Affiliate Marketing
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video 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
500 million+ users - top 10 most visited website
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites

27. Competitive Intelligence (CI)
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
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
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
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages

28. Best Source of CI Data
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
Increase revenue - decrease cost - increase customer satisfaction/loyalty
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources

29. How are affiliates compensated?
Allocating biggest component to search ads (50%)
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
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

30. Mobile Geofencing Ads
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
1/3
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content

31. What to test on websites?
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
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
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location

32. 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
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
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

33. How are mobile marketers spending their money?
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages
Allocating biggest component to search ads (50%)
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
Target consumers based on proximity

34. Mobile Ads in Unfamiliar Places
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
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
Examine the content in online conversations to identify themes - sentiments - moods...
Allocating biggest component to search ads (50%)

35. Sources of Unsolicited Customer Feedback
Customer complaints - social media conversations - product reviews
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data

36. 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: 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
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses

37. Social Media Platforms User Rankings
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
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
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

38. Difference Between Personal Networks and Professional Networks
#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:
500 million+ users - top 10 most visited website
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

39. RWD
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
Each sentence is classified by subjectivity and sentiment
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
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

40. Growth in Marketing on Digital Platforms
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
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
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
Break down message into opinions - features - timelines - targets of opinions - and opinion holders

41. Social Media Metrics
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
Online press releases - blogger outreach - article syndication - company blog
Target consumers based on proximity
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size

42. How are online display ads different from paid search?
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites
Customer complaints - social media conversations - product reviews
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads

43. Sentiment Classification - Individual Sentence Level
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
Each sentence is classified by subjectivity and sentiment
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

44. Disadvantages of A/B Testing
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
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. Most Commonly Used Web Analytics?

46. F - S - H - O - T
User generated content - users are creators - commenters - spectators - and in-actives
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
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

47. Advantages of A/B Testing

48. Steps to marketing on facebook
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources
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
Based on overall sentiment expressed assumes each opinion focuses on a single object
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)

49. UGC
Increase revenue - decrease cost - increase customer satisfaction/loyalty
User generated content - users are creators - commenters - spectators - and in-actives
Online press releases - blogger outreach - article syndication - company blog
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing

50. How to deal with negative conversations?
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
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
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