MKT 362x Final Exam

Facebook's 2019 advertising revenue was roughly

$70 billion

Under the following scenario, which of the following models places all credit with one channel? A customer finds your site by clicking one of your Google Ads ads. She returns one week later by clicking over from a social network. That same day, she comes back a third time via one of your email campaigns, and a few hours later, she returns again directly and makes a purchase. There can be more than one answer.

-First Interaction -Last Google Ads Click -Last Interaction -Time Decay

Video Solutions line items and creatives/Out-stream video ad formats

-In-article video ads -In-feed video ads -Native Video ads -Reward video ads

Under the following scenario, which of the following models places some credit with each of the touchpoints described in the scenario? A customer finds your site by clicking one of your Google Ads ads. She returns one week later by clicking over from a social network. That same day, she comes back a third time via one of your email campaigns, and a few hours later, she returns again directly and makes a purchase.

-Linear -Position Based -Time Decay

Which of the following are steps to CRM success?

-Segmentation -Personalization -Content -Customer service

Which of the following are principles of CRM?

-frequency -relevance -accuracy

Name three products you remember being advertised (in a video ad) on YouTube? Did you ever buy one?

1. Fit bit 2. Samsung Galaxy phone 3. Apple Watch

Name three reasons Meu bloco de rua would not be effective as a video ad.

1. It is very long (1.5 minutes) especially if the video you are watching is just 1-10 minutes. 2. Unless you watch the video all the way to the end, you have no idea what the commercial is about. 3. Some people may find the video to be overwhelming or that it has too much going on

Name three reasons you would recommend YouTube as an advertising platform.

1. Massive reach overall. 2. One of the most popular places to watch videos, so video ads would do well there. 3. Has users from across the world.

Name three reasons you think Meu bloco de rua would be effective as a video ad.

1. The stop motion is very attention-getting and not something you see every day. 2. The video is super colorful and enjoyable to watch. 3. The video contains people, fashion and more form all over the world. This makes it very easy for most people to find a way to relate to it.

Roughly how many users does Facebook have

2.5 billion

Roughly how many daily active social media users are there in the world today?

3.5 billion

Roughly what % of US adults use Facebook?

68%

What are the five most surprising, staggering or impressive statistics that you gleaned from 23 YouTube Statistics that Matter to Marketers in 2020

93% of videos watchers in India are watching YouTube. Only 33% of popular YouTube videos are in English. People upload 500 hours of videos every minute. 70% of what people watch on YouTube is determined by its recommended algorithm. YouTube will make $5.5 billion in advertising revenue in 2020.

What is a listicle? Why is it a popular type of marketing video?

A listicle is an article that is in the form of a list. An example of this is 10 ways to best use your product. It is popular because it varies your content, keeps your audience entertained, and brings them back for more.

Video Discovery Ads

A thumbnail image of you video appears on a site and the customer watches it only if they click on the thumbnail which takes them to a new site with your ad. Only when a viewer decides who watch your ad by clicking on the thumbnail

The campaign used software to generate an endless stream of ads, each distinguished by one or more tiny variations: a new typeface, a new color, a new aspect ratio, a photo of Trump taken from a slightly different angle. "Certain people like a green button better than a blue button," Parscale said on "60 Minutes." "Some people like the word 'donate' over 'contribute.' " This is an example of what feature or capability that Facebook facilitates: _______________________________________

A/B Testing

What is spam now considered to be?

Any unwanted emails, whether a customer signed-up or not

Bumper Ads

Bumper ads are 6 seconds (or shorter) and play before, during, or after another video. Viewers don't have the option to skip the ad. Pay based on impressions

Which is true?

Campaigns that run across both Facebook and Instagram result in similar or better performance than those that run on just one.

Name 5 ways to enhance your YouTube SEO?

Have a compelling and relevant thumbnail image. Use the right keyword tags for your channel. Use those keywords in your video description. Include a video transcript. Add tags/research tags to your videos.

What is the largest social media management platform?

Hootsuite

Would you describe YouTube as a TV network? Give your reason(s) why.

I would not describe YouTube as a TV network. TV networks consist of shows that all go towards profit and success of the single network. I think YouTube would be more closely related to a TV provider, and each channel would be a network. Also, YouTube just recently released a live TV version of its services. If YouTube was a network, that distinction wouldn't need to be made or added.

What's the difference between in-stream video ads and out-stream?

In-stream ads are shown inside of a video player, while out-stream ads are shown outside of it.

Name five other types of marketing videos.

Interviews. How-to Videos. Behind-the-scenes Videos. Product Videos. Case Studies.

What is the description of a high-perceived value loyalty scheme?

It offers value to the customer but not at high cost to the company

Non-skippable Stream Ads

Non-skippable in-stream ads are 15 seconds (or shorter) and play before, during, or after other videos. Viewers don't have the option to skip the ad. Pay based on impressions

What would be a reason to promote your product on TikTok versus YouTube?

One reason to use Tik Tok over YouTube is the age of the demographic that Tik Tok has. 50% of Tik Tok users are under 34 and 41% are 16-24 so if you wanted to reach Gen Z/young millennials, Tik Tok would be the way to go.

Outstream Ads

Outstream ads begin playing with the sound off. Viewers can tap the ad to unmute the video. Outstream ads are designed to increase your video reach at an efficient cost. Based on viewable cost-per-thousand-impressions (vCPM), only be charged when someone sees your video play for two seconds or more.

Inbound links (or backlinks); link quality; crawl errors; site speed; broken links and rank tracking are examples of

SEO analytics

Which of the following is the correct order of the steps on the ladder of loyalty?

Suspect, prospect, customer, client, advocate

Difference between YouTube and tik tok

Tik Tok only allows posts of short videos, while YouTube consists of videos of all time lengths. I also think that Tik Tok only has videos that are vertical, but I am not 100% sure.

What are ten important YouTube KPIs?

Video Rankings. Watch Time. Subscriber gain/loss by Video. Average Percentage Viewed. Traffic Source. Actions After Viewing. Average View Duration. Subscriber Growth. Engagement. Lead Generation.

What is TrueView? How are advertisers charged for it?

Viewers can select which ad they want to watch. This allows for people to not pay for unwanted views. The two types of this are in-stream ads and video discovery. You pay when a viewer watches 30 seconds of your video (or all of it, if it's shorter than 30 seconds) or interacts with your video, whichever comes first.

What kind of messaging would a 'how-to' guide be?

Warm-up

Which of the following is a definition of cross-selling?

Where you encourage customers to buy another one of your products

Would you describe YouTube as a social media network? Give your reason(s) why?

Yes, I would describe YouTube as a social media network. Simply put, people have the ability to post things under their name and people can like, comment and interact with it. Also, it gives people the ability to network with people all across the globe.

Which of these is a social media site?

Youtube, tinder, trip advisor, snapchat, yelp. (all of the above)

__________________________ is the completion of an activity that is important to the success of your business, such as a completed sign up for your email newsletter (a Goal conversion) or a purchase (a Transaction).

a conversion

Which of the following tools is used to pull analytics together?

a dashboard

New enrollments in the last thirty days is an example of:

a lagging indicator

YouTube is:

a social media site and a search engine

The vast majority of social media users are engaging through:

apps

_______________________ is the rule, or set of rules, that determines how credit for sales and conversions is assigned to touch points in conversion paths.

attribution model

__________________ are six-second video ads appearing at the start or end of a video.

bumper ads

__________________ are small, transparent CTAs that expand when clicked. Use these to direct viewers to your website, purchase pages, or even other videos on your channel.

cards

BLANK, is content (including title and possibly picture) that attracts attention and motivates users to click on the link. Implausible headlines and shocking photos are often used. Example of titles: "A child is arrested at the protest", "The thing that Donald Trump has been hiding all these years", etc.

click bait

______________________ was/were pioneered by Amazon.

collaborative filtering

Which of the following do social analytics measure?

content, promotion

______________________ is the sequence of interactions (i.e. clicks/referrals from channels) that led up to each conversion and transaction.

conversion path

What does CRM stand for?

customer relationship management

What's the best time during the week to post (organic; not video ads) videos on YouTube?

early afternoons

What's the best time during the weekend to post (organic; not video ads) videos on YouTube?

early morning

Which of the following does customer support automation allow?

email self service

What is the last step to a social media strategy?

establish success metrics

'Vanity metrics' are those which look good while also giving strong insight on success.

false

A company's social personality should be entirely different than its brand personality to better fit the social channel.

false

Facebook is the largest online advertising platform

false

Facebook is the most widely used online social media platform among US adults.

false

High volume is the best way to measure sentiment in social media.

false

LinkedIn is a good social networking site but not a great site to position your company as a thought leader.

false

The United States has the highest social penetration (percentage of the population that are using social media) in the world, followed by China and Japan.

false

Think Different, for all its hoopla, reinforced the notion that branding does not move sales.

false

Visual content across social media is eye-catching, but pure text sees higher engagement levels than visual images, infographics and videos.

false

Lead _______________________________________ is collecting contact information (email address,phone number, etc.) of people who are interested in a product or service.

generation

One of (Brad) Parscale's shrewdest innovations has been to turn the continuing Trump rallies into data-mining opportunities. Tickets are free, but they can only be claimed by a person with a valid cell-phone number. The campaign now has a huge database of mobile numbers belonging to people who are motivated enough to attend a Trump rally, many of whom might not have shown up on a voter-registration roll or any other official data file. This is an example of what?

lead generation

The tool works like this: an advertiser uploads a "Custom List," an Excel spreadsheet of people the advertiser wants to target. Even if the spreadsheet comprises only scraps of information—an e-mail address here, a mobile advertising I.D. there—Facebook, with its unparalleled accretions of consumer data, can usually fill in the gaps. Facebook then multiplies the power of Custom Lists, using Facebook's proprietary software to replicate the target audience. If you have a Custom List of three hundred thousand people, you can use Facebook to find another three hundred thousand Facebook users with attributes similar to those in the first group. What kind of audience has Facebook created?

look alike audience

Lead ________________________ is something of value (such as a checklist or article) provided to a potential customer in exchange for her contact information or subscription to an account/newsletter. It is often the first step in the sales funnel and introduces the future customer to the company.

management

"Facebook "knows exactly who you are and what you're interested in, because you told it. So if Nike wants its ads shown only to people ages 19 to 26 who live in Arizona and like Nickelback, Facebook can make that happen." This is an example of what feature or capability of Facebook:

micro-targeting

Which of the following refer more to B2B CRM than B2C?

one-to-one interactions

Which of the following are web analytics?

page views, bounce backs

Which of the following are types of predictive analytics?

propensity models, collaborative filtering

Typical goals in establishing a company's social media strategy include all of the following except:

quality score

Which of the following is a definition of analytics?

reporting tools that show key performance statistics

What type of strategy is a win-back message?

retention

What is the first step to a social media strategy?

set goals

Listening tools are helpful in measuring

share of voice

The interactive parts of social media give customers the opportunity to ask companies questions or voice complaints and feel they are being heard. This is called, BLANK.

social customer relationship management

BLANK, is a form of Internet marketing that utilizes social networking websites as a marketing tool.

social media marketing

One key goal of , BLANK, is to produce content that users will share with their social network to help a company increase brand exposure and broaden customer reach.

social media marketing

What can single campaigns lack?

the halo effect

Skippable in-stream Ads

they run during, before or after a video and can be skipped after 5 seconds. If the viewer watches 30 seconds (or full video if it is shorter than that) or interacts with the video, whichever comes first

Instagram is the most widely used online social media platform among US teens.

tik tok

A company can take its own email list, submit it on Facebook Power Editor, to create a lookalike audience on Instagram.

true

A leading indicator tells how you are doing; a lagging indicator tells how you did.

true

A third of the most viewed Stories on Instagram come from businesses.

true

CRM is a proactive strategy and retention is a reactive strategy.

true

CRM is a technology for managing all your company's relationships and interactions with customers and potential customers.

true

Contact strategy should consider the customer journey.

true

FTC's rules concerning unfair or deceptive advertising pertain to social media.

true

Facebook is an important channel for businesses in the B2C space.

true

If a company or its advertising agency provides a blogger or other online commenter with free products or other incentives to generate positive buzz for a product, the online comments will be treated legally as endorsements. Both the blogger and the company will be held responsible for ensuring that the incentives are clearly and conspicuously disclosed, and that the blogger's posts contain no misleading or unsubstantiated statements and otherwise complies with FTC's rules concerning unfair or deceptive advertising.

true

More than half of Facebook users are between the ages of 18-34 range.

true

One reason to use SM listening tools is to understand what your competitors are doing.

true

Part of a SM strategy may be sharing content from other companies.

true

Retention is key to growth.

true

Surprise and delight messages are not directly commercial.

true

Which of the following are ways to maximize revenue?

up-selling cross-selling

What are some typical success metrics for a social media plan?

volume, reach, engagement, sentiment. (All of the Above)

__________________ are custom subscribe buttons visible only to non-subscribers. To add them to your videos, followYouTube's simple instructions.

watermarks