11 Flashcards
What is social media?
Forms of electronic communication where users create online communities to share information, ideas, and content.
Includes platforms like Facebook, Instagram, YouTube, and others.
What are the key roles of social media in digital marketing?
- Stay informed about consumers
- Improve brand awareness
- Increase web traffic
- Increase sales figures
- Increase consumer satisfaction
- Enhance brand loyalty
These roles contribute to overall marketing strategies and objectives.
How does social media help brands stay informed about consumers?
Serves as a research tool to understand consumer perception, interests, and opinions.
This helps brands adapt their strategies based on consumer feedback.
How can social media improve brand awareness?
A strong social media presence increases visibility as consumers search via social media when making purchases.
This highlights the importance of maintaining active profiles.
What are effective ways to increase web traffic through social media?
Using useful, relevant, and informative content to encourage consumers to visit the website more often.
Content should be engaging and valuable to attract users.
What are the benefits of social media advertising for increasing sales figures?
Provides opportunities to target new consumers through paid advertising on platforms like Facebook and Instagram.
Targeted ads can significantly enhance conversion rates.
In what ways can social media increase consumer satisfaction?
Allows brands to answer consumer questions immediately and offer resolutions before issues escalate.
Quick responses can prevent negative experiences.
How does social media enhance brand loyalty?
Engages consumers and develops a bond through community participation and co-creation.
Engaged consumers are more likely to remain loyal to a brand.
Which social media platform is currently the world’s favorite?
Instagram, with 16.5% of internet users aged 16 to 64 selecting it as their preferred platform.
This indicates a significant trend towards visual content.
What is the largest age group of YouTube users?
25–34 years old, making up 21.2% of all users.
This demographic is crucial for advertisers targeting younger audiences.
What are some key features of YouTube as a social media platform?
- Themed playlists
- Powerful analytics
- Additional features like ‘donate’ buttons
- YouTube Shorts for short-form videos
These features enhance user engagement and content organization.
What are the pros of using YouTube for marketers?
- Unlimited free video uploads
- Popular among younger users
- Considered a land of opportunity for advertising
Marketers view YouTube as a viable platform for future advertising investments.
What challenges do brands face on YouTube?
- High content competition
- Distracting advertisements
- Risk of negative comments from trolls
Brands need to strategize effectively to stand out.
What is a key demographic feature of Facebook users?
3.065 billion monthly active users, with the largest age group being 25-34 years old (29.9%).
Facebook’s user base includes a significant portion of older demographics.
What are some key features of Facebook?
- Subscribe feature for following users
- Hashtags for content aggregation
- Facebook Insights for user analytics
- Facebook Reels for short videos
These features facilitate user engagement and content discovery.
What are the advantages of using Facebook for marketing?
- Emphasis on visual content
- Rewards quality content with engagement
- Provides rich audience information
- Relatively inexpensive advertising
These factors make Facebook a valuable marketing tool.
What are some disadvantages of marketing on Facebook?
- Competing with friends for attention
- Limited visibility of content to followers
- Rapidly changing content rules
Brands must adapt to these challenges to maintain effectiveness.
What is the largest age group of users on X (formerly Twitter)?
25-34 years old, making up 38.5% of users.
This demographic is important for brands targeting younger audiences.
What are the key features of X (formerly Twitter)?
- Posts limited to 280 characters
- Searchable hashtags
- User control over post viewing
- Capability to share videos, images, and GIFs
These features enhance user interaction and content sharing.
What are the advantages of using X for marketers?
- Text-based for easy updates
- Real-time engagement opportunities
- Easy creation of hashtags
These advantages support timely and relevant communication with audiences.
What is the maximum number of characters allowed per post on social media platforms?
25,000 characters
What is a primary advantage of text-based posts on social media?
Easy on-the-go updating
What percentage of monthly active users on social media platforms are aged 18-24?
30.8%
What feature allows businesses to tag their images with product details on Instagram?
Instagram Shopping feature
What are the key demographics of Instagram users?
- 2 billion monthly active users
- 48.2% female
- 51.8% male
True or False: Instagram Stories are viewable for 48 hours.
False
What is the maximum video length for Instagram Feed posts?
60 minutes
What is the average time spent per day by users on TikTok?
53.8 minutes
What is the typical video length for TikTok content?
15-60 seconds
What component of a social media plan defines what you want to achieve?
Objectives
Fill in the blank: A social media plan must contain the _______ of the target audience.
[analysis]
What does the SMART acronym stand for in the context of social media objectives?
- Specific
- Measurable
- Attainable
- Relevant
- Time-bound
What is an example of a SMART social media objective?
Boost brand engagement on Instagram by 20% by the end of the month
What is a disadvantage of Instagram regarding hyperlinks?
Cannot directly put a hyperlinked URL in the Instagram post
What are the strengths of competitor analysis in a social media plan?
- Evaluates strengths and weaknesses
- Provides insights into value delivery
What are the components of a social media plan?
- Objectives
- Competitor Analysis
- Target Audience
- Actions
- Selection of Channels
- Measurement of KPIs
What is the importance of defining your target audience in a social media plan?
To communicate and deliver marketing messages effectively
What feature of TikTok allows users to create videos alongside another user’s video?
Duet feature
What percentage of TikTok users are aged 18-24?
36.2%
What is the benefit of using hashtags on social media platforms?
Allows for content and conversation aggregation
What does the term ‘engagement’ refer to in social media?
- Likes
- Comments
- Shares
What is a limitation of the Instagram platform for detailed information?
Limited platform for communicating detailed information
What does the term ‘consumer persona’ include?
- Characteristics
- Behaviour
- Needs
- Motivation
What is the purpose of defining the target audience?
To communicate and deliver marketing messages through social media channels.
What components are included in developing a consumer persona?
- Characteristics
- Behaviour
- Needs
- Motivation
What is the practical aspect of a social media plan referred to?
Actions
What does a SMART objective statement ensure?
Clear standards for success.
What is an example of an objective in a social media plan?
Increase brand website traffic to 2,000 visitors per day by the end of the year.
What actions can be taken to drive traffic to a brand’s website?
- Deliver 2 daily posts on Facebook and Instagram
- Deliver 1 weekly video on YouTube
What should be considered when selecting social media channels?
- Objectives and actions planned
- Competitors’ activities
- Customers’ preferred channels
What are Key Performance Indicators (KPIs)?
Metrics used to evaluate the performance of social media marketing objectives.
What is an important factor when determining KPIs?
Setting clear standards for success.
What are some key metrics for social media performance?
- Followers
- Reach (Impressions/views)
- Engagement (likes, reactions, comments & shares)
- Clickthrough Rate
- Conversions/Conversion Rate
What does ‘Reach’ measure in social media metrics?
Number of users who saw your post.
What is the significance of ‘Clicks’ in social media metrics?
Helps track how many users are moving through the marketing funnel.
What does ‘Engagement’ indicate in social media metrics?
The number of social interactions achieved (comments, shares).
What are the selection criteria for objectives in a social media plan?
- Objectives for each platform
- Contribution to marketing/business objectives
- Consideration as SMART goals
What should be analyzed in competitor analysis for social media?
- Channels used by competitors
- Views/reach of competitors’ posts
- Engagements received by competitors
What characteristics should be identified for the target audience?
- Characteristics
- Behaviours
- Needs
- Motivations
What actions are necessary for engaging the social media audience?
Specific actions that engage the audience.
What is the importance of selecting appropriate channels for actions?
To ensure actions fit the audience or channels selected.
What should be measured for each objective in a social media plan?
Appropriate KPIs for measuring success.
What is the focus of search engine optimization (SEO)?
Improving website visibility and ranking on search engines.
What on-page techniques are applied in SEO?
- Removal of duplicate content
- Natural language and keyword density
- Fresh and relevant content
- Neat website structure
- Relevant keywords in titles and headers
What off-page techniques are important for SEO?
High-quality backlinks from authoritative websites.
What are short-tail keywords?
- Ramen
- RamenRah
- Halal Food
- Vegetarian Food
What are long-tail keywords?
- Ramen in Singapore
- Best ramen Singapore
- Spicy ramen challenge
- Halal ramen Singapore
- Vegetarian ramen Singapore
What is the goal of search engine marketing (SEM)?
Focus on short-term gains to improve quality scores with Google Ad Rank.
What are essential elements of effective ad copy?
- Contains relevant search terms
- Direct and concise
- Presents clear benefits
What is the purpose of retargeting display ads?
To reach people who have previously interacted with your site.
What motivates the target audience mentioned in the content?
Enjoyment of food reviews and discovering new dining places.
What type of documentaries does the persona enjoy?
True Crime Documentaries
Which radio station does the persona listen to while driving?
KISS 92fm
What activities does the persona enjoy during weekends?
Discovering new places for dinner with friends
What online shopping platforms does the persona use?
ASOS and Lazada
What motivates the persona’s dining decisions?
YouTube videos or articles on food in Singapore
Who are two content creators the persona follows for food recommendations?
- Seth Lui
- The Smart Local
What type of dining experience does the persona seek?
Spicy authentic ramen experience nearby
What demographic information is available about the persona?
35 year old, Chinese Singaporean, lives in a condo with 2 dogs
What is the persona’s profession?
Advertising Accounts Director
What is the persona’s monthly income?
$8000
What does the persona want to capture through social media?
Her experience through IG Stories and Reels
What does the persona feel about ramen preparation?
It needs to be prepared by experienced chefs
What are some of the persona’s pain points?
- Ensuring not to overspend
- Long queues and waiting time
What are the persona’s gains related to dining?
- Promotions and discounts
- Authentic ramen that reminds her of a real Japan experience
What key insight relates to the persona’s view on ramen authenticity?
Ramen should be prepared with a level of effort and detail to ensure authenticity.
What type of content should be showcased to engage the persona?
Behind-the-scenes content showing the ramen preparation process
What should content marketing consider to drive sales?
Interesting or big enough promotions to encourage word-of-mouth
What is one objective for the social media marketing strategy?
Drive web traffic
What is the target for monthly web visits to the RamenRah website by the end of 2021?
3,500 monthly web visits
What is the target number of followers for RamenRah’s social media channels by the end of 2021?
10,000 followers
What is the engagement rate goal for RamenRah’s social media channels by the end of 2021?
1% average monthly engagement
What should be included in the content to enhance brand credibility?
Partnerships with industry opinion leaders
What is one example of a promotional campaign mentioned?
CNY ‘1-for-1 Spicy Ramen Godzilla’ promo
What type of content should be included in the Instagram series called ‘Behind the Rah’?
Behind-the-scenes photos and short videos
What type of content is suggested to engage the audience?
Encouraging customers to share videos of their dining experiences
What demographic information is provided for James Tan?
Mid-20s, well-paid freelance coder, lives with his parents
What does James Tan primarily seek in his dining experiences?
A bowl of ramen along the MRT circle line stations
What is James’s favorite comfort food?
Ramen
Specifically, he loves noodles, especially ramen.
How does James feel about his ramen?
He is very particular about it.
This includes aspects like soup base, noodle type, doneness, char siew, and condiments.
What does James do to enjoy his ramen without guilt?
He goes for swim or hits the gym.
This helps him feel he can enjoy ramen without the feeling of sin or guilt about gaining weight.
How often does James eat ramen?
For lunch and dinner.
Given an option, he would choose ramen for both meals.
What is the first objective of the social media marketing plan for RamenRah?
Drive 3,500 monthly web visits to RamenRah website by end of 2021.
What action is taken to achieve the first objective related to web visits?
All paid social media ads include a call-to-action to visit the RamenRah website.
What is the second objective of RamenRah’s social media marketing?
Achieve 10,000 followers on RamenRah’s social media channels by end of 2021.
What strategy is used to encourage audiences to follow RamenRah’s channels?
‘Behind the Rah’ video series.
This series promotes more content to attract followers.
What is the monthly engagement goal for RamenRah’s social media channels?
Achieve a monthly average of 1% engagement.
Which platform is emphasized for social media marketing due to target audience habits?
Instagram.
What does social media primarily focus on?
Communication, community-based input, interaction, content generation, content sharing, and collaboration.
What is the purpose of a social media plan?
To help in the planning, organization, and implementation of the brand’s social media activities.
Fill in the blank: The necessary information in a social media plan includes objectives, competitors’ activities, target audience, specific actions, and the _______.
measurement of results/success.
True or False: Social media plays a key role in digital marketing.
True.
What type of content is used to drive engagement on RamenRah’s social media?
Entertaining and informative content.
What is the KPI for measuring web visits from social media?
Website traffic from social media channels (owned and paid).
What is the expected increase in followers for RamenRah’s social media channels?
10,000 followers by end of 2021.
What are some social media channels selected for RamenRah’s marketing?
YouTube, Instagram, Facebook.
What type of video content does RamenRah plan to use to improve engagement?
IG Live sessions with audience questions.
What is the purpose of incentivizing the sharing of Spicy Godzilla challenge videos?
To encourage crowdsourced content.
What is a key performance indicator (KPI)?
A measurable value that demonstrates how effectively a company is achieving key business objectives.
What is the main focus of YouTube in RamenRah’s social media strategy?
Long video content.
