Social Media Marketing

Question 1

What is Marketing?

Answer 1

Marketing involves a deep understanding of your customer, through research, in order to provide them with a valuable offer or a concept that will fulfill their wants and needs. Marketing is included (and kept in mind) throughout the entire process of business from the development of the product, to distribution locations, to advertisement and finally sales.

Question 2

How can social media be used for marketing?

Answer 2

Social media is a better way of communicating with customers as well as gathering data on their interests, wants and needs. Social media entails content which will look different for each platform.

Question 3

What is UGC and what does it mean?

Answer 3

User-Generated Content.

Question 4

What are the two main types of content?

Answer 4

1 - ORGANIC content includes User-Generated Content anything free, interacting with customers through posts, questions and reviews. 2 - PAID content when you pay social networks to have your ad there

Question 5

What is CTA and what does it mean?

Answer 5

Call To Action - meaning what do you want your customer to do.

Question 6

What are the two known methods to pay for advertisement?

Answer 6

1 - CPC, meaning cost-per-click, the advertiser pays a set amount each time the customer clicks once on the ad. 2 - CPM, meaning cost-per-mile or thousands, the advertiser will pay a set amount for every thousand customer views or clicks of the ad (often more efficient).

Question 7

What are two different ways ads can be viewed?

Answer 7

Either by REACH, how many different people have viewed the ad, or by IMPRESSION, how many times was the ad viewed no matter if it’s the same person or not.

Question 8

What are the benefits of social media marketing?

Answer 8

Communication (from both the advertiser, like the kind of posts you can have with video images whatever and the customers, like getting to know them) also reaching people, Target, Analysis, Cost or Pricing. PricingAnalysisCommTargeting

Question 9

According to Buffer, what are the nine goals for using social media? B3E2I3P

Answer 9

Brand - Increasing brand awareness, boosting brand engagement, listen to conversations about your brand. Economy - generate leads, grow revenue. Interaction - drive traffic to your site, build a community around your business, provide social cx service. Publicity - increase mentions in the press.

Question 10

What are the three different kinds of Media?

Answer 10

1 - Owned Media [Digital Properties] like websites, blogs, social media channels. 2 - Paid Media [Advertising] like display ads, social media ads, paid content promotion paid influencers. 3 - Earned Media [Sharing] like mentions, shares, reviews, SEO + Branded Content.

Question 11

What are the two kinds of algorithms?

Answer 11

1 - Platform: Because there is way too much content created everyday, more than people can consume, we improve customer experience by showing them what they like or what they are likely to like based on past experiences, this ones provides more value to the customer. 2 - Bait: when ads try to lure the customer in either with shares, comments, tags, reacts or votes. Doesn’t necessarily provide value, most of the time will be like for fitness and stuff.

Question 12

What do algorithms take into account (TIPS)?

Answer 12

1 - Active interactions like commenting or sharing (involves the customer being more pro active of the ad or product, rather than passive interactions including likes or clicks). 2 - The average time spent on the content. 3 - Completeness of page profile. 4 - Story type (like photo, link, video or live).

Question 13

What are some ways of bypass the algorithms to be more seen?

Answer 13

1 - Doing live videos (especially for Facebook). 2 - Start conversations, but keep it simple, don’t take or comment bait. 3 - Keep your feed fresh with a variety of different types of content (few links, more photos and tags).

Question 14

What is content? Can name a few.

Answer 14

Anything on the web meant to be consumed is content! Product pages, Blog posts, Videos, Podcasts, Slideshows, Text Posts, Banner Ads, Social Media Posts, Search Ads, Photos, Infographics.

Question 15

It’s important to have great content, but why?

Answer 15

More traffic, can apply more keywords or tags, people understanding better increasing more likely to view content, builds loyalty, builds long term customers, encourages more time spent on the content.

Question 16

What things do you need to check when creating content?

Answer 16

The objective, The audience, The platform

Question 17

What are some ways to have better content?

Answer 17

Covering something new, backing it up with original research, putting a bit of personality into or originality, using different perspectives, making things simple and maybe more in depth.

Question 18

What is timing?

Answer 18

When content is scheduled or aligned with current events, also literally timing with different time zones, sometimes when platforms are used at peak times (targeting audiences different buying patterns and usage).

Question 19

What are the five platforms that have an Ad Manager?

Answer 19

Facebook, Twitter, LinkedIn, Snapchat and Pinterest

Question 20

What is community management?

Answer 20

Businesses need to define what it means to them, but the goal remains the same where we are trying to create a community in which people feel that they belong.

Question 21

What are fundamentals of community management [MELBOR]?

Answer 21

Tracking when your brand is mentioned; tracking engagements such as likes, comments, shares and more; Listening to what your audience wants and needs and monitoring comments of the industry as a whole; staying true to your brand; organizing regular communication to the audience; keeping an eye on statistics and rates of engagement.

Question 22

What is a User Persona?

Answer 22

These are examples of our target audience, they are models of people that will need/want our product based on research of their behaviour, in order to devise a specific market plan that is more likely to succeed.

Question 23

When devising a User Persona, what are the four areas we need to look at (mentality, physicality, society and research)?

Answer 23

1 - Demographics that includes statistical characteristics of the target audience (age, gender, location, occupation, eduction, income…); 2 - Psychographics that includes their behaviours, attitudes, aspirations, how they think basically, what they need and why; 3 - qualitative data (data about the audience that isn’t statistical, like their opinions, comments, motivations); 4 - quantitative data (data that is statistical like numbers from surveys)

Question 24

What is customer segmentation?

Answer 24

It is kind of like niching, because there are so many different kinds of people in the world and products in the world also, companies have to target specific consumers that they feel the product will provide value to them in order to have better chance of selling.

Question 25

What are the three variables to think about when segmenting (similar to user personas)?

Answer 25

1 - Demographics includes the statistical characteristics; 2 - Psychographics includes determining consumer behaviours, the way they think and what they need and why they need it that way; 3 - Behavioural includes the way they buy things and maybe even they way they interact (kind of like thinking about promos and stuff)

Question 26

What are two ways to collect data for determining your target audience?

Answer 26

1 - Qualitative data and 2 - Quantitative data

Question 27

What are the three benefits of customer segmentation?

Answer 27

1 - better use of marketing budget; 2 - more effective product development and product pricing; 3 - keeping your customers engaged

Question 28

Advanced Segmentation

Answer 28

You can use additional segmentation to engage prospective and existing customers: Target prospective customers who left items in their cart but did not purchase. Use social data to target prospective customers based on their interests. Target higher-income users with specific products while targeting students with lower price points.

Question 29

What is a Facebook Pixel?

Answer 29

It is a code, you can add to your site that will track your audiences activity and with this information your can find better ways to market.

Question 30

What actions can a Facebook Pixel Track?

Answer 30

Product related like adding to cart, abandoning item, adding to wish list, product showing in search; Site related like URLs visited, viewing content, signing up with email; Purchases like going to checkout, adding payment or completing registrations

Question 31

What is a custom audience?

Answer 31

Facebook generated users based on info gathered from and audience already interested in your service/product.

Question 32

Sometimes you can create custom audience based on what you need. What are five option or types of custom audiences?

Answer 32

1 - Website traffic (users that have viewed a specific page); 2 - Customer file (based on your email listings); 3 - App activity (if you have an app); 4 - Offline activity (retail stores, or people that upload info or download); 5 - Facebook source (audience that engages through facebook posts)

Question 33

Lookalike audiences:

Answer 33

For example, you have an email list custom audience and to create that audience you will upload a list of 10K people, Facebook match those emails to 6K users for a lookalike audience based on this custom audience, Facebook will look for Facebook users with similar attributes to those people on your email list. You can set up a lookalike audience size that’s anywhere from 1% to 10%; where the 1% includes only those people who closely match your base audience. As you move toward 10%, the audience size increases but the pool of users becomes less specific

Question 34

What are some benefits to having a custom audience?

Answer 34

They allow you to target new, potential and returning customers.

Question 35

What are 14 ad formats [V/3/I4/P2/S/C2/M/L/E/O]?

Answer 35

Video, 360 Video, Instant Experiences, Instagram, Post Engagement, Images, Slideshows, Carousels, Collections, Messenger Ads, Lead Generation, Event Responses, Interactive Ads, Page Links, Offers.

Question 36

What is included in the anatomy of a good ad?

Answer 36

Where the eyes go (the middle, down then up to the text) and things that are visually appealing.

Question 37

What tool can you use to find out if your ad has strengths or weaknesses? How can this help?

Answer 37

The Ad Relevance Diagnostics - it can determine who it actually reaches, if the ad is meeting the objective, can come up with better strategies and create audiences.

Question 38

What are the three characteristics used by the ad relevance diagnostics to evaluate an ad?

Answer 38

1 - Quality Ranking (using feedback, views and hiding of ads to compare quality). 2 - Engagement Rate Ranking (calculating the likelihood that people will comment and interact with ad). 3 - Conversion Rate Ranking (calculating the likelihood that a viewed ad with lead to the customer completing the CTA).

Question 39

What is the “Value Proposition”?

Answer 39

Explains how your product or service is different from others, gives the reader the incentive to pursue your product or service, sometimes includes testimonials or proof.

Question 40

What is an “Ad Copy”?

Answer 40

The Ad Copy refers to the text of the ad, where the audience should be at the centre of your copy, as if you were speaking or convincing someone in person.

Question 41

What is the “Landing Page”?

Answer 41

A landing page is a standalone website used as a step forward in having your product/service used. It’s where the audience will land when they click on your ad.

Question 42

What does UTM mean?

Answer 42

Urchin Tracking Module

Question 43

What is a “UTM code”?

Answer 43

A UTM code is a simple code that you can attach to a custom URL in order to track a source (where is it coming from), medium (what is the content) and campaign name (the event or product/service or marketing name).

Question 44

What can UTM be used for?

Answer 44

Can be used by Google Analytics (helps track the performance of the link and where the URL coming from.