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OMCP Digital Marketing Exam > Advanced Social Media > Flashcards

Advanced Social Media Flashcards

1
Q

How does social media provide an opportunity to address consumer interests?

A
  1. ) Personalization

2. ) Community connections

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2
Q

What gets people to share content on social media?

A

Emotional impact (make them think that things can be better than what they are)

Positive emotions get the highest share rates/engagement and conversations; negative emotions gets the second-highest (however it is dangerous to elicit these)

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3
Q

What is an influencer?

A

Has a big audience focused on a broad topic; great reach potential

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4
Q

What is an evangelist?

A

Has a core group of regular sharers with a strong audience

Think E (evangelist) before I (influencer) - small topic focus (very targeted) to broad topic focus (less targeted)

For example: evangelists will talk about airline travel, while influencers talk about travel

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5
Q

What are chatterboxes?

A

They are regular sharers with a small audience/reach

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6
Q

What are one-timers?

A

They share a single offer or message, usually untargeted

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7
Q

If you have a social media campaign that is working, what should you do to maintain momentum?

A

Build off the theme of the successful campaign to extend it’s life and give consumers more of what they love (something relatable). People connect with ideas and inspiration

Remember: Test & Expand

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8
Q

Which markets represent the fastest growth potential for social media?

A

Emerging markets

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9
Q

What should be the goal of social media?

A

To move consumers from engagement to conversion

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10
Q

What three areas of your business can social media impact?

A
  1. ) Awareness - increase reach to target audience
  2. ) Branding - how people feel and perceive your brand
  3. ) Conversions - increase leads and sales
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11
Q

What are micro-goals?

A

Steps taken to achieve the primary goal

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12
Q

Why are micro-goals important?

A

They help us determine which areas of the campaign were successful. Pair the micro-goal with a tactic

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13
Q

Is it important to have a centralized hub where all information is stored when running social media campaigns?

A

Yes - website works as that hub and can help lead users to other types of content on your website

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14
Q

Name 4 ways that social media can benefit your brand?

A
  1. ) Drive traffic
  2. ) Drive conversions
  3. ) Build brand credibility/trust
  4. ) Deliver backlinks
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15
Q

What is a campaign hook?

A

The message that grabs and draws the consumer in. It makes the consumer want to engage with you. (It is both words and visuals)

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16
Q

What 3 questions should you ask yourself when creating a campaign hook?

A
  1. ) What messages do you want to deliver?
  2. ) What do you want the customer to do?
  3. ) How do you want them to feel?

(consider your UVP - this is a critical part of any campaign hook or message)

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17
Q

What 4 factors motivate people to action?

A
  1. ) Reward - get tangible or intangible benefits
  2. ) Ego - have the latest and greatest, special
  3. ) Passion - vested in a topic
  4. ) Knowledge - want info.

**Can combine the motivators to create a good campaign

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18
Q

Should you build a suite of content around a campaign hook or just a single post?

A

A suite of content

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19
Q

What type of content should you share on Facebook?

A

Video
Compelling stories
Compelling links
Question

Goal is to drive engagement

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20
Q

What type of content should you share on Twitter?

A
  1. ) Hashtag conversations

2. ) Share a higher volume of links and resources

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21
Q

What type of content should you share on Instagram?

A
  1. ) Artsy shots
  2. ) Behind the scenes
  3. ) Consumer generated content
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22
Q

What type of content should you share on LinkedIn?

A
  1. ) Longer content (2-3K words)
  2. ) List posts
  3. ) Challenges
  4. ) Why posts

Do not use infographics

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23
Q

What type of content should you share on YouTube?

A
  1. ) How to content
  2. ) UGC content
  3. ) Demos
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24
Q

What type of content should you share on Pinterest?

A
  1. ) Visual collections
  2. ) Recipes
  3. ) How to posts
  4. ) Tips and resources
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25
Q

Should you keep content the same across social media platforms?

A

No. Slight changes to the content based on the platform can make the content perform better.

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26
Q

What is converged media in social?

A

When using PESO (paid, earned, shared and owned) channels to reach audiences in an integrated way.

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27
Q

What three things are Twitter all about?

A
  1. ) Hashtags
  2. ) Links
  3. ) Conversations
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28
Q

Does favoriting on Twitter posts increase exposure?

A

Yes

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29
Q

Who is more likely to make a purchase after seeing a paid campaign - a facebook fan or non-fan?

A

A fan (their endorsement can also have a major impact on how non-followers view you ads)

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30
Q

What is partially owned content?

A

Shared content - content posted to third party Social Media channels like Facebook, YouTube, Instagram, and the like

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31
Q

What two factors help in deciding which colors should be used in a campaign?

A
  1. ) Culture
  2. ) Demographics

(Conduct research to determine how colors are perceived in a particular part of the world. Yellow is universally associated with warmth and lightness)

32
Q

Does color improve or reduce reader willingness to read content?

A

Improves willingness to read content by 80%

33
Q

Do people recall what they hear better when there is an image?

A

Yes. Recall improves by about 10% when an image is pair with audible.

34
Q

Does adding photos and videos to press releases increase views?

A

Yes

35
Q

How can you create a feeling of inspiration?

A
  1. ) Show them what your product can do/how can help them achieve their aspirations
  2. ) Combine educational and inspiration images for best impact
36
Q

Do articles with images get more shares?

A

Yes

37
Q

Is an animation GIF a video?

A

Yes, it is considered a short video

38
Q

What is the length of a medium video?

A

:30-2 minutes (1 min or under produces the best retention rate)

39
Q

What is the length of a long video?

A

5-10 minutes (these are your how to’s)

40
Q

Where do time-lapse videos work well?

A

Vine, Facebook, Instagram, Twitter

41
Q

While images are an extremely important part of content for social media, it is equally important to make sure you don’t abandon text. Which of the following best practices for text and image pairing can help make your campaigns more successful?

A

The inclusion of captions on images posted on blogs and of hashtags on images posted on channels like Twitter and Instagram

42
Q

Is video relevant at every stage of the buying cycle?

A

Yes

43
Q

Does the length of the video determine how it will be leveraged as a tool?

A

No. The length of the video or the platform does not necessarily decide how video is leveraged as a marketing tool

44
Q

Marketers put together videos for a wide range of purposes. While there are many things that influence whether or not a user will watch a video, which of the following is the most critical?

A

Where customers are in the buying cycle: Casual browsers are more likely to watch videos than goal-oriented visitors.

45
Q

What is Reputation Management?

A

Reputation Management involves more than finding the comments and responding to them.

There must be a willingness to examine the comments and to make changes or amends.

46
Q

What are the 6 steps to reputation management?

A
  1. ) Listen across all relevant channels
  2. ) Identify relevant conversations
  3. ) Research the situation mentioned
  4. ) Communicate (publicly and privately)
  5. ) Revolve the problem internally and externally
  6. ) Follow up to ensure consistency
47
Q

What is the rule of 1%?

A

1% of your audience is responsible for 20% of traffic because they share and 30% of the conversion actions

48
Q

How can you find influencers?

A

Running searches on Google, all social platforms. Need to consider the 4 different types of influencers

(Chatterboxes - respond alot but small/less targeted audience; One-Times - respond minimally and don’t really have a following; Influencers - large audience but focused on broader/category interests; Evangelists- narrow interest, highly targeted with a large following)

49
Q

What can you do if you are unable to reach an influencer?

A

Try contacting one of the people that they reference in their posts

50
Q

Can an individual be both an Influencer and an Evangelist?

A

Yes

51
Q

What are micro-influencers?

A

Influencers with small audiences (10K or less). Can be cost-effective to work with multiple to extend reach at a lower cost vs using a larger influencer

52
Q

What is the 67% myth?

A

That 67% of decisions are made before prospects even reach out to a sales team

This mindset can have people not prospecting for new leads

53
Q

When do consumers engage throughout the buying cycle?

A

They engage at every stage of the buying cycle, but tend to do so more in the first half of the cycle

54
Q

Do consumers want products or solutions?

A

Solutions

55
Q

What types of information can you supply to sales teams to help them secure leads and sales?

A
  1. ) Data on which posts are producing stronger leads and shares
  2. ) Guidelines on how to write a great social media post
  3. ) Email templates
  4. ) Emails with ready-to-post content snippets/links
  5. ) Ask them to supply names of happy customers that can be used in testimonials/case studies, etc.
  6. ) Provide a content library that can help enable conversations (content, videos, collateral)
56
Q

When creating sales enablement materials, should you match collateral to each stage of the sales cycle?

A

Yes. Need relevant content for each stage of the sales cycle

57
Q

Why is it important for sales teams to have educational content?

A

A sales team that works as an educational partner during the buying cycle builds credibility and is more likely to be trusted to close a sale.

58
Q

What is economic value?

A

Looking at total revenue generated by efforts AND cost-savings produced by those efforts

59
Q

What do conversational responses to your posts demonstrate?

A

Can indicate what people care about.

60
Q

What is conversational resonance?

A

Looking to see which topics tend to generate the most positive conversation.

61
Q

What is the amplification rate?

A

How far your message tends to travel. This is a strong indicator of audience reception and value.

  • Shares per post
  • Retweets per post
  • Regrams per post (Insta)
  • Repins per pin
  • Shares per video (YouTube)
62
Q

What is the applause rate?

A

An indicator of sentiment; not a reliable indicator; tied to a specific channel

YouTube - thumbs per post
Pinterest - Likes per post
Facebook - Likes per post
Twitter - Favorites per post

63
Q

What are the 4 types of selling (sales)

A
  1. ) Direct sales - customer purchases directly from brand (website or rep)
  2. ) Intermediary - a third-party broker or affiliate or org is involved in the selling process (consumers can buy from this source)
  3. ) Dual Distribution - both direct and intermediary are being used
  4. ) Reverse Channel - selling of used goods by consumers
64
Q

What type of content are consumers most likely to share - their own stories or pre-existing content?

A

Pre-existing content

65
Q

What percent of blog traffic comes from first-time visitors?

A

80%

Blogs are great way to get exposure, educate your audience and combine a soft-sell engagement approach

66
Q

What are the benefits of a blog vs a micro-blog?

A
  1. ) More focused context; focused on a single subject (microblogs like Twitter are focused on many)
  2. ) Less competition (microblogs have several content producers contributing content)
67
Q

What are the top 3 benefits of a blog?

A
  1. ) Traffic
  2. ) Credibility
  3. ) Conversion
68
Q

Does text or visually focused content produce better ROI?

A

Visually focused content has a higher ROI

69
Q

What 3 areas of focus should you keep in mind for a good mix of content?

A
  1. ) Seasonality
  2. ) Keywords
  3. ) Conversions (about 20% of your content should be focused on getting users to take some sort of action)
70
Q

What is the benefit of curated content?

A

Allows you to test content topics with your audience (fast and affordable)

71
Q

What are the 4 quadrants of consumer content needs?

A
  1. ) Education - help solve a problem; guides, demo videos, white papers, infographics; fill the knowledge gap
  2. ) Inspiration -need to be inspiring/aspiration, reviews, discussion forums to get people to act, influencers
  3. ) Convincing - case studies, webinars, interactive demo, checklists
  4. ) Entertainment - storytelling; focus on impact, funny. interactive

Think: ICEE

72
Q

Is it helpful to understand what content your audience is sharing?

A

Yes, it can help you identify the topics they are interested in and how you may be able to offer a different and better perspective

73
Q

What are good sources for content ideas that show you what poeple are sharing?

A
  1. ) Slideshare
  2. ) Social - Pinterest, etc. (see trending news and hashtags)
  3. ) Blogs
  4. ) Third party opinions (consultants)
  5. ) Product reviews
  6. ) Industry conference agendas
  7. ) Internal sales/customer service
74
Q

What is mega content?

A

Mega content can be considered the package deal. Is a high value piece of content; snippets from this content can be promoted in multiple formats to lead people to the landing page

75
Q

Is it important to structure your content for leads?

A

Yes. Be purposeful in your approach.

Look to expand, repurpose and redefine content. Create snippets/teasers, etc.

Consider the needs and interests of your various target audiences. Create several types of content around the same topic, but in different formats to appeal to different stages of the
buying cycle

OMCP Digital Marketing Exam (7 decks)

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