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 Social Media?
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
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
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

2. SO LO MO Marketing
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
Build a dedicated website for mobile - develop your website employing RWD

3. Unconventional Uses for Social Media
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
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info

4. Competitive Intelligence (CI)
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
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...
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

5. Ways to execute online PR
#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...
Online press releases - blogger outreach - article syndication - company blog
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)

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

7. Social Media Lessons
500 million+ users - top 10 most visited website
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages
#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
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content

8. What is the reason for liking on social media sites?
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
Build a dedicated website for mobile - develop your website employing RWD
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)

9. How to deal with negative conversations?
Technique for testing 2 or more versions of a website - each version is randomly shown (50/50) - goal is to identify the version that delivers the best desired outcome
Stay calm - professional and respectful - engage positively in the conversation - if it is malicious - vigorously defend it - post additional and supporting info on your site - do not hesitate to apologize if the negative comments are justified
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
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts

10. Sentiment Classification - Individual Sentence Level
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
Each sentence is classified by subjectivity and sentiment
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 monthly page views and growing - lengthy time on site - pintrest traffic converts to a sale at more than twice the rate of FB traffic

11. Mobile Takeover Ads
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
Target consumers based on proximity
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

12. Sources of Unsolicited Customer Feedback
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
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
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

13. RWD
Allocating biggest component to search ads (50%)
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
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses

14. How to address the social media ROI challenge?
Run a Marketing Campaign & Track the Results
Facts and opinions - opinion mining is much more complicated than factual mining
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
Increase revenue - decrease cost - increase customer satisfaction/loyalty

15. Facebook Ad Options
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
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. US Ad Spending Percentages
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
Awareness/Engagement - which may lead to sales
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
Facts and opinions - opinion mining is much more complicated than factual mining

17. Advantages of Multivariate Testing

18. Average Costs for Advertising on Different Platforms
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
Awareness/Engagement - which may lead to sales
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)

19. Types of Activities that a Social Media Strategy is Built Around?
Run a Marketing Campaign & Track the Results
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content
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

20. Why market on Twitter?
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
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
500 million+ users - top 10 most visited website
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL

21. Steps to marketing on facebook
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
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages
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

22. Descriptive Statistics
Each sentence is classified by subjectivity and sentiment
Quantify activity and trends - ex: how many followers
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
Target consumers based on proximity

23. Who is an affiliate?
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
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
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
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

24. How are mobile marketers spending their money?
Allocating biggest component to search ads (50%)
Customer complaints - social media conversations - product reviews
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested

25. How are affiliates compensated?
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
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
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
Clickstream data - data about customer's online behavior determined from their sequence of clicks

26. Most Commonly Used Web Analytics?

27. Difference Between Personal Networks and Professional Networks
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
500 million+ users - top 10 most visited website
Examine the content in online conversations to identify themes - sentiments - moods...
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested

28. What to test on websites?
Fix the big losers - pages with high bounce rates or landing pages - review checkout procedure - outcome directly connects to bottom line - review number and layout of ads - test different prices and selling tactics
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
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion

29. Sentiment Classification - Aggregate Level
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
Clickstream data - data about customer's online behavior determined from their sequence of clicks
Based on overall sentiment expressed assumes each opinion focuses on a single object

30. 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
Run a Marketing Campaign & Track the Results
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages
Online press releases - blogger outreach - article syndication - company blog

31. 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
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
Clickstream data - data about customer's online behavior determined from their sequence of clicks

32. Approaches to Affiliate 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
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites
Based on overall sentiment expressed assumes each opinion focuses on a single object
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing

33. Social Network Analyses
Identify connections of influence as well as the biggest sources of influence
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
Break down message into opinions - features - timelines - targets of opinions - and opinion holders

34. How to augment actionable insights through web analytics?
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
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
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
#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

35. Why Should Marketers Care About Social Media?
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
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: 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

36. Mobile Geofencing Ads
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
Identify connections of influence as well as the biggest sources of influence
Target consumers based on proximity

37. Text Analytics
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
Examine the content in online conversations to identify themes - sentiments - moods...
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content

38. Mobile Ads in Unfamiliar Places
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
#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
Run a Marketing Campaign & Track the Results

39. Two Approaches to Mobile Marketing
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
Based on overall sentiment expressed assumes each opinion focuses on a single object
Build a dedicated website for mobile - develop your website employing RWD
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size

40. Disadvantages of Multivariate Testing
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
1/3
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses

41. Dominant Players in Online Display Ads
Customer complaints - social media conversations - product reviews
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
Quantify activity and trends - ex: how many followers
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info

42. Text Mining
1: build your FB page - 2: connect with people - get people to like your page - create targeted ads - 3: engage your audience - post quality content and promote your posts with ads
Increase revenue - decrease cost - increase customer satisfaction/loyalty
Facts and opinions - opinion mining is much more complicated than factual mining
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads

43. UGC
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
User generated content - users are creators - commenters - spectators - and in-actives
Increase revenue - decrease cost - increase customer satisfaction/loyalty

44. Growth in Marketing on Digital Platforms
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
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: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)

45. Buzz
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
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
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content

46. Why market on Pintrest?
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
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
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location

47. Sentiment Analyses
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing
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
Analysis of data about your competitors - vertical markets - or the entire web ecosystem

48. Why market on Facebook?
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
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
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
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info

49. Advantages of A/B Testing

50. 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:
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
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