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11 Flashcards

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1
Q
A
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2
Q

What is social media?

A

Forms of electronic communication where users create online communities to share information, ideas, and content.

Includes platforms like Facebook, Instagram, YouTube, and others.

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3
Q

What are the key roles of social media in digital marketing?

A
  • 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.

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4
Q

How does social media help brands stay informed about consumers?

A

Serves as a research tool to understand consumer perception, interests, and opinions.

This helps brands adapt their strategies based on consumer feedback.

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5
Q

How can social media improve brand awareness?

A

A strong social media presence increases visibility as consumers search via social media when making purchases.

This highlights the importance of maintaining active profiles.

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6
Q

What are effective ways to increase web traffic through social media?

A

Using useful, relevant, and informative content to encourage consumers to visit the website more often.

Content should be engaging and valuable to attract users.

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7
Q

What are the benefits of social media advertising for increasing sales figures?

A

Provides opportunities to target new consumers through paid advertising on platforms like Facebook and Instagram.

Targeted ads can significantly enhance conversion rates.

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8
Q

In what ways can social media increase consumer satisfaction?

A

Allows brands to answer consumer questions immediately and offer resolutions before issues escalate.

Quick responses can prevent negative experiences.

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9
Q

How does social media enhance brand loyalty?

A

Engages consumers and develops a bond through community participation and co-creation.

Engaged consumers are more likely to remain loyal to a brand.

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10
Q

Which social media platform is currently the world’s favorite?

A

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.

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11
Q

What is the largest age group of YouTube users?

A

25–34 years old, making up 21.2% of all users.

This demographic is crucial for advertisers targeting younger audiences.

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12
Q

What are some key features of YouTube as a social media platform?

A
  • Themed playlists
  • Powerful analytics
  • Additional features like ‘donate’ buttons
  • YouTube Shorts for short-form videos

These features enhance user engagement and content organization.

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13
Q

What are the pros of using YouTube for marketers?

A
  • 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.

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14
Q

What challenges do brands face on YouTube?

A
  • High content competition
  • Distracting advertisements
  • Risk of negative comments from trolls

Brands need to strategize effectively to stand out.

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15
Q

What is a key demographic feature of Facebook users?

A

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.

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16
Q

What are some key features of Facebook?

A
  • 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.

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17
Q

What are the advantages of using Facebook for marketing?

A
  • Emphasis on visual content
  • Rewards quality content with engagement
  • Provides rich audience information
  • Relatively inexpensive advertising

These factors make Facebook a valuable marketing tool.

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18
Q

What are some disadvantages of marketing on Facebook?

A
  • Competing with friends for attention
  • Limited visibility of content to followers
  • Rapidly changing content rules

Brands must adapt to these challenges to maintain effectiveness.

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19
Q

What is the largest age group of users on X (formerly Twitter)?

A

25-34 years old, making up 38.5% of users.

This demographic is important for brands targeting younger audiences.

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20
Q

What are the key features of X (formerly Twitter)?

A
  • 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.

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21
Q

What are the advantages of using X for marketers?

A
  • Text-based for easy updates
  • Real-time engagement opportunities
  • Easy creation of hashtags

These advantages support timely and relevant communication with audiences.

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22
Q

What is the maximum number of characters allowed per post on social media platforms?

A

25,000 characters

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23
Q

What is a primary advantage of text-based posts on social media?

A

Easy on-the-go updating

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24
Q

What percentage of monthly active users on social media platforms are aged 18-24?

A

30.8%

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25
What feature allows businesses to tag their images with product details on Instagram?
Instagram Shopping feature
26
What are the key demographics of Instagram users?
* 2 billion monthly active users * 48.2% female * 51.8% male
27
True or False: Instagram Stories are viewable for 48 hours.
False
28
What is the maximum video length for Instagram Feed posts?
60 minutes
29
What is the average time spent per day by users on TikTok?
53.8 minutes
30
What is the typical video length for TikTok content?
15-60 seconds
31
What component of a social media plan defines what you want to achieve?
Objectives
32
Fill in the blank: A social media plan must contain the _______ of the target audience.
[analysis]
33
What does the SMART acronym stand for in the context of social media objectives?
* Specific * Measurable * Attainable * Relevant * Time-bound
34
What is an example of a SMART social media objective?
Boost brand engagement on Instagram by 20% by the end of the month
35
What is a disadvantage of Instagram regarding hyperlinks?
Cannot directly put a hyperlinked URL in the Instagram post
36
What are the strengths of competitor analysis in a social media plan?
* Evaluates strengths and weaknesses * Provides insights into value delivery
37
What are the components of a social media plan?
* Objectives * Competitor Analysis * Target Audience * Actions * Selection of Channels * Measurement of KPIs
38
What is the importance of defining your target audience in a social media plan?
To communicate and deliver marketing messages effectively
39
What feature of TikTok allows users to create videos alongside another user's video?
Duet feature
40
What percentage of TikTok users are aged 18-24?
36.2%
41
What is the benefit of using hashtags on social media platforms?
Allows for content and conversation aggregation
42
What does the term 'engagement' refer to in social media?
* Likes * Comments * Shares
43
What is a limitation of the Instagram platform for detailed information?
Limited platform for communicating detailed information
44
What does the term 'consumer persona' include?
* Characteristics * Behaviour * Needs * Motivation
45
What is the purpose of defining the target audience?
To communicate and deliver marketing messages through social media channels.
46
What components are included in developing a consumer persona?
* Characteristics * Behaviour * Needs * Motivation
47
What is the practical aspect of a social media plan referred to?
Actions
48
What does a SMART objective statement ensure?
Clear standards for success.
49
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.
50
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
51
What should be considered when selecting social media channels?
* Objectives and actions planned * Competitors' activities * Customers' preferred channels
52
What are Key Performance Indicators (KPIs)?
Metrics used to evaluate the performance of social media marketing objectives.
53
What is an important factor when determining KPIs?
Setting clear standards for success.
54
What are some key metrics for social media performance?
* Followers * Reach (Impressions/views) * Engagement (likes, reactions, comments & shares) * Clickthrough Rate * Conversions/Conversion Rate
55
What does 'Reach' measure in social media metrics?
Number of users who saw your post.
56
What is the significance of 'Clicks' in social media metrics?
Helps track how many users are moving through the marketing funnel.
57
What does 'Engagement' indicate in social media metrics?
The number of social interactions achieved (comments, shares).
58
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
59
What should be analyzed in competitor analysis for social media?
* Channels used by competitors * Views/reach of competitors' posts * Engagements received by competitors
60
What characteristics should be identified for the target audience?
* Characteristics * Behaviours * Needs * Motivations
61
What actions are necessary for engaging the social media audience?
Specific actions that engage the audience.
62
What is the importance of selecting appropriate channels for actions?
To ensure actions fit the audience or channels selected.
63
What should be measured for each objective in a social media plan?
Appropriate KPIs for measuring success.
64
What is the focus of search engine optimization (SEO)?
Improving website visibility and ranking on search engines.
65
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
66
What off-page techniques are important for SEO?
High-quality backlinks from authoritative websites.
67
What are short-tail keywords?
* Ramen * RamenRah * Halal Food * Vegetarian Food
68
What are long-tail keywords?
* Ramen in Singapore * Best ramen Singapore * Spicy ramen challenge * Halal ramen Singapore * Vegetarian ramen Singapore
69
What is the goal of search engine marketing (SEM)?
Focus on short-term gains to improve quality scores with Google Ad Rank.
70
What are essential elements of effective ad copy?
* Contains relevant search terms * Direct and concise * Presents clear benefits
71
What is the purpose of retargeting display ads?
To reach people who have previously interacted with your site.
72
What motivates the target audience mentioned in the content?
Enjoyment of food reviews and discovering new dining places.
73
What type of documentaries does the persona enjoy?
True Crime Documentaries
74
Which radio station does the persona listen to while driving?
KISS 92fm
75
What activities does the persona enjoy during weekends?
Discovering new places for dinner with friends
76
What online shopping platforms does the persona use?
ASOS and Lazada
77
What motivates the persona's dining decisions?
YouTube videos or articles on food in Singapore
78
Who are two content creators the persona follows for food recommendations?
* Seth Lui * The Smart Local
79
What type of dining experience does the persona seek?
Spicy authentic ramen experience nearby
80
What demographic information is available about the persona?
35 year old, Chinese Singaporean, lives in a condo with 2 dogs
81
What is the persona's profession?
Advertising Accounts Director
82
What is the persona's monthly income?
$8000
83
What does the persona want to capture through social media?
Her experience through IG Stories and Reels
84
What does the persona feel about ramen preparation?
It needs to be prepared by experienced chefs
85
What are some of the persona's pain points?
* Ensuring not to overspend * Long queues and waiting time
86
What are the persona's gains related to dining?
* Promotions and discounts * Authentic ramen that reminds her of a real Japan experience
87
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.
88
What type of content should be showcased to engage the persona?
Behind-the-scenes content showing the ramen preparation process
89
What should content marketing consider to drive sales?
Interesting or big enough promotions to encourage word-of-mouth
90
What is one objective for the social media marketing strategy?
Drive web traffic
91
What is the target for monthly web visits to the RamenRah website by the end of 2021?
3,500 monthly web visits
92
What is the target number of followers for RamenRah's social media channels by the end of 2021?
10,000 followers
93
What is the engagement rate goal for RamenRah's social media channels by the end of 2021?
1% average monthly engagement
94
What should be included in the content to enhance brand credibility?
Partnerships with industry opinion leaders
95
What is one example of a promotional campaign mentioned?
CNY '1-for-1 Spicy Ramen Godzilla' promo
96
What type of content should be included in the Instagram series called 'Behind the Rah'?
Behind-the-scenes photos and short videos
97
What type of content is suggested to engage the audience?
Encouraging customers to share videos of their dining experiences
98
What demographic information is provided for James Tan?
Mid-20s, well-paid freelance coder, lives with his parents
99
What does James Tan primarily seek in his dining experiences?
A bowl of ramen along the MRT circle line stations
100
What is James's favorite comfort food?
Ramen ## Footnote Specifically, he loves noodles, especially ramen.
101
How does James feel about his ramen?
He is very particular about it. ## Footnote This includes aspects like soup base, noodle type, doneness, char siew, and condiments.
102
What does James do to enjoy his ramen without guilt?
He goes for swim or hits the gym. ## Footnote This helps him feel he can enjoy ramen without the feeling of sin or guilt about gaining weight.
103
How often does James eat ramen?
For lunch and dinner. ## Footnote Given an option, he would choose ramen for both meals.
104
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.
105
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.
106
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.
107
What strategy is used to encourage audiences to follow RamenRah's channels?
‘Behind the Rah’ video series. ## Footnote This series promotes more content to attract followers.
108
What is the monthly engagement goal for RamenRah's social media channels?
Achieve a monthly average of 1% engagement.
109
Which platform is emphasized for social media marketing due to target audience habits?
Instagram.
110
What does social media primarily focus on?
Communication, community-based input, interaction, content generation, content sharing, and collaboration.
111
What is the purpose of a social media plan?
To help in the planning, organization, and implementation of the brand’s social media activities.
112
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.
113
True or False: Social media plays a key role in digital marketing.
True.
114
What type of content is used to drive engagement on RamenRah’s social media?
Entertaining and informative content.
115
What is the KPI for measuring web visits from social media?
Website traffic from social media channels (owned and paid).
116
What is the expected increase in followers for RamenRah's social media channels?
10,000 followers by end of 2021.
117
What are some social media channels selected for RamenRah's marketing?
YouTube, Instagram, Facebook.
118
What type of video content does RamenRah plan to use to improve engagement?
IG Live sessions with audience questions.
119
What is the purpose of incentivizing the sharing of Spicy Godzilla challenge videos?
To encourage crowdsourced content.
120
What is a key performance indicator (KPI)?
A measurable value that demonstrates how effectively a company is achieving key business objectives.
121
What is the main focus of YouTube in RamenRah's social media strategy?
Long video content.

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