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. Sources of CI
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content
1/3
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
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. What to test on websites?
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
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
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

3. Challenges of Trying to Implement Social Media
Each sentence is classified by subjectivity and sentiment
Customer complaints - social media conversations - product reviews
#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:
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion

4. How are affiliates compensated?
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - 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
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
Analysis of data about your competitors - vertical markets - or the entire web ecosystem

5. Social Media Metrics
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
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
Listen - scanning tool to find out what people are saying - Connect - commenting on blogs & participating/inviting conversations - Publish - providing useful info & responsive content
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size

6. Growth in Marketing on Digital Platforms
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
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
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
#1: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)

7. Proportion of Time People Spend Online
Social Media (23%) - Online Games (10%) - Email (8%) - Portals (5%) - Videos/Movies (4%) - Search (4%)
Run a Marketing Campaign & Track the Results
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
Analysis of data about your competitors - vertical markets - or the entire web ecosystem

8. Approaches to Affiliate Marketing
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...

9. How are mobile marketers spending their money?
Each sentence is classified by subjectivity and sentiment
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
Allocating biggest component to search ads (50%)
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites

10. Advantages of Multivariate Testing

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11. US Ad Spending Percentages
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
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

12. Competitive Intelligence (CI)
Based on overall sentiment expressed assumes each opinion focuses on a single object
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
Customer complaints - social media conversations - product reviews
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size

13. Steps to marketing on facebook
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
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
Offers richer insights and greater precision in terms of website visitors' preferences - insights may be applied to other pages

14. Sentiment Classification - Aggregate Level
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
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
Based on overall sentiment expressed assumes each opinion focuses on a single object
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites

15. Average Costs for Advertising on Different Platforms
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
500 million+ users - top 10 most visited website
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
Clickstream data - data about customer's online behavior determined from their sequence of clicks

16. Difference Between Personal Networks and Professional Networks
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
Awareness/Engagement - which may lead to sales
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location

17. Social Media Platforms User Rankings
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 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info
Quantify activity and trends - ex: how many followers
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn

18. Dominant Players in Online Display Ads
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
#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
Increase revenue - decrease cost - increase customer satisfaction/loyalty
#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:

19. 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
Quantify activity and trends - ex: how many followers
Each sentence is classified by subjectivity and sentiment
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages

20. Unconventional Uses for 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
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
500 million+ users - top 10 most visited website
Awareness/Engagement - which may lead to sales

21. Best Source of CI Data
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
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: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites

22. RWD
39% TV - 21% Online - 21% Print - 9% Radio - 9% Other
Quantify activity and trends - ex: how many followers
Customer complaints - social media conversations - product reviews
Responsive web design - website automatically adapts its layout to different viewing devices - user agents - and environment

23. Mobile Takeover Ads
Customer complaints - social media conversations - product reviews
Identify connections of influence as well as the biggest sources of influence
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested
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

24. Ways to execute online PR
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
Online press releases - blogger outreach - article syndication - company blog
Quantify activity and trends - ex: how many followers

25. Advantages of A/B Testing

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26. Disadvantages of A/B Testing
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: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
Difficult to tease out the different elements of a web page the are contributing to the increase or decrease in conversion
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites

27. What is 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:
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: 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
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads

28. Why market on Pintrest?
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 monthly page views and growing - lengthy time on site - pintrest traffic converts to a sale at more than twice the rate of FB traffic
Run a Marketing Campaign & Track the Results
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

29. How to deal with negative conversations?
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size
Examine the content in online conversations to identify themes - sentiments - moods...
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites
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

30. Why market on Facebook?
500 million+ users - top 10 most visited website
1 Billion+ registered users worldwide - most frequented website in the world - people in US spend most time on FB - critical demographic & psychographic info
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses

31. 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
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
Resolve customer issues - market research - facilitate a charitable cause - sentiment analyses - trend analyses
Based on overall sentiment expressed assumes each opinion focuses on a single object

32. What is the reason for liking on social media sites?
Examine the content in online conversations to identify themes - sentiments - moods...
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
Facts and opinions - opinion mining is much more complicated than factual mining
500 million+ users - top 10 most visited website

33. Social Network Analyses
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
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
FB Fan Page - Display Ads within FB - Display Ads outside FB - Sponsored Stories - Promoted Posts
Identify connections of influence as well as the biggest sources of influence

34. Business Outcomes
Increase revenue - decrease cost - increase customer satisfaction/loyalty
Facebook - YouTube - Twitter - Pinterest - Google+ - Yahoo! Answers - LinkedIn
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

35. Mobile Geofencing Ads
Each sentence is classified by subjectivity and sentiment
Identify connections of influence as well as the biggest sources of influence
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
Target consumers based on proximity

36. Two Approaches to Mobile Marketing
Build a dedicated website for mobile - develop your website employing RWD
Awareness/Engagement - which may lead to sales
To reach 1000 People: - TV - $33 - Online - $6.45 - Mobile - $2.85
500 million+ users - top 10 most visited website

37. Sentiment 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
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
1: individually approach owners of relevant sites to insert link 2: sign up with Affiliate Networks with help find relevant sites

38. Why Should Marketers Care About 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
Allocating biggest component to search ads (50%)
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)
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

39. Descriptive Statistics
Quantify activity and trends - ex: how many followers
Technique for testing multiple versions of different elements of a web page - examples: image - font - animation - color...
Break down message into opinions - features - timelines - targets of opinions - and opinion holders
#1: to receive discounts/special offers (45%) - #2: want to show support (33%) - #3: to be the first to know info (9%)

40. How are online display ads different from paid search?
Toolbars - panel data (beware of sample bias) - ISP (Network) data - search engine data
Advertisers pay other websites other than search engines to display their ads - include text based - graphical - interactive - and video ads
#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
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL

41. Sentiment Classification - Individual Sentence Level
Based on overall sentiment expressed assumes each opinion focuses on a single object
Increase revenue - decrease cost - increase customer satisfaction/loyalty
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

42. SO LO MO Marketing
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
Integrating social - local - and mobile - enable marketers to target the right customers with the right product at the right location
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
Personal: nostalgia - having fun - distraction - time spent - Professional: achievement - aspiration - ambition - time invested

43. Facebook Ad Options
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
Build a dedicated website for mobile - develop your website employing RWD
Run a Marketing Campaign & Track the Results

44. How to address the social media ROI challenge?
500 million+ users - top 10 most visited website
Customer complaints - social media conversations - product reviews
Run a Marketing Campaign & Track the Results
Any owner of an online real estate - websites - blogs - portals - yellow pages - comparison sites - promotion websites

45. How to augment actionable insights through web analytics?
Allocating biggest component to search ads (50%)
Run a Marketing Campaign & Track the Results
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
Site traffic - number of posts - level of engagement - tweets - views - fans/followers - influencers - likes - network size

46. Most Commonly Used Web Analytics?

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47. What % of Online Content is Images?
Allocating biggest component to search ads (50%)
Data - the what - Competitive Intelligence - the what else - The Voice of the Customer/Experimentation - Testing - the why - Insights
Useful for testing major changes to a site's design or for testing structures experiences requiring multiple steps or pages
1/3

48. Sources of Unsolicited Customer Feedback
User generated content - users are creators - commenters - spectators - and in-actives
Identify connections of influence as well as the biggest sources of influence
Analysis of data about your competitors - vertical markets - or the entire web ecosystem
Customer complaints - social media conversations - product reviews

49. Mobile Ads in Unfamiliar Places
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: Mobile (196%) #2: Social Media (135%) #3: Display Ads (114%) #4: Search Ads (55%) #5: Email (46%)
Consumers are becoming blind to typical ad placement - good example: Amazon Kindle ads in sleep mode
User generated content - users are creators - commenters - spectators - and in-actives

50. Text Mining
Ranked by Projection: Google - Facebook - Yahoo - Microsoft - AOL
Facts and opinions - opinion mining is much more complicated than factual mining
Customer complaints - social media conversations - product reviews
#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: