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. Sentiment Classification - Aggregate Level
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
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
#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

2. Mobile Ads in Unfamiliar Places
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
Increase revenue - decrease cost - increase customer satisfaction/loyalty

3. Disadvantages of Multivariate Testing
Each sentence is classified by subjectivity and sentiment
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%)
Relatively complex procedure - requires more time and resources - requires more website visitors to achieve statistically significant results compared to A/B testing

4. SO LO MO Marketing
User generated content - users are creators - commenters - spectators - and in-actives
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
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

5. How are mobile marketers spending their money?
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages
Allocating biggest component to search ads (50%)
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

6. Disadvantages of A/B Testing
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites
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

7. Sentiment Analyses
Run a Marketing Campaign & Track the Results
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
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
Break down message into opinions - features - timelines - targets of opinions - and opinion holders

8. Average Costs for Advertising on Different Platforms
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
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
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested

9. What is the reason for liking on social media sites?
Customer complaints - social media conversations - product reviews
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
#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

10. UGC
User generated content - users are creators - commenters - spectators - and in-actives
#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...
Identify connections of influence as well as the biggest sources of influence

11. Why market on Facebook?
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
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
#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:

12. Buzz
Awareness/Engagement - which may lead to sales
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
Online press releases - blogger outreach - article syndication - company blog

13. Advantages of A/B Testing

14. Steps to marketing on facebook
Allocating biggest component to search ads (50%)
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
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 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info

15. Descriptive Statistics
Examine the content in online conversations to identify themes - sentiments - moods...
Online press releases - blogger outreach - article syndication - company blog
Quantify activity and trends - ex: how many followers
Break down message into opinions - features - timelines - targets of opinions - and opinion holders

16. How to address the social media ROI challenge?
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
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
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
Run a Marketing Campaign & Track the Results

17. Sources of CI
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
#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:
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data

18. Business Outcomes
Increase revenue - decrease cost - increase customer satisfaction/loyalty
Awareness/Engagement - which may lead to sales
500 million+ users - top 10 most visited website
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

19. Why market on Pintrest?
#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 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
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
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size

20. Text Analytics
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
Examine the content in online conversations to identify themes - sentiments - moods...
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
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights

21. Social Media Metrics
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
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources

22. How are affiliates compensated?
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
Majority use revenue sharing or pay per sale model - some use cost per action or pay per action where compensation is based on specific actions - small amount use CPC or CPM model
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...

23. Two Approaches to Mobile Marketing
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
#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
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. US Ad Spending Percentages
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
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other

25. Approaches to Affiliate Marketing
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
Run a Marketing Campaign & Track the Results
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. Growth in Marketing on Digital Platforms
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other

27. Mobile Takeover Ads
Customer complaints - social media conversations - product reviews
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
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
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

28. Best Source of CI Data
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
Quantify activity and trends - ex: how many followers
Build a dedicated website for mobile - develop your website employing RWD
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources

29. Facebook Ad Options
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
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

30. Social Media Platforms User Rankings
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
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
1/3

31. How to augment actionable insights through web analytics?
500 million+ users - top 10 most visited website
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights

32. Sentiment Classification - Individual Sentence Level
Each sentence is classified by subjectivity and sentiment
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
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
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts

33. What does online PR entail?
Multiple sources of data to augment the sample size of validate the reliability of the data by comparing it with multiple sources
Run a Marketing Campaign & Track the Results
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
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

34. What to test on websites?
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
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
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads

35. What is Social Media?
Online press releases - blogger outreach - article syndication - company blog
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
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

36. Text Mining
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
Facts and opinions - opinion mining is much more complicated than factual mining
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
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

37. Social Network Analyses
#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:
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
Identify connections of influence as well as the biggest sources of influence

38. Competitive Intelligence (CI)
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
Quantify activity and trends - ex: how many followers

39. Sources of Unsolicited Customer Feedback
Run a Marketing Campaign & Track the Results
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
Customer complaints - social media conversations - product reviews
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL

40. Social Media Lessons
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
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
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages

41. Advantages of Multivariate Testing

42. Who is an affiliate?
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
Quantify activity and trends - ex: how many followers
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts

43. Why Should Marketers Care About Social Media?
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
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
Allocating biggest component to search ads (50%)

44. How to deal with negative conversations?
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
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
1/3
Allocating biggest component to search ads (50%)

45. Ways to execute online PR
Online press releases - blogger outreach - article syndication - company blog
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
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...

46. Difference Between Personal Networks and Professional Networks
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
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
Online press releases - blogger outreach - article syndication - company blog

47. RWD
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
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

48. Challenges of Trying to Implement Social Media
Consume the entire screen - usually an eye catching image - animation - or video - average CTR = 18% - should use this ad format sparingly as too much usage can annoy consumers
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
#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:
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites

49. Types of Activities that a Social Media Strategy is Built Around?
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
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
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

50. Why market on Twitter?
Allocating biggest component to search ads (50%)
500 million+ users - top 10 most visited website
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