Social Media Marketing - Exam 2
In the wake of COVID-19, which of the following did LinkedIn NOT implement?
#SupportSmallBusiness live show
What was the name of Starbucks social media marketing campaign that allowed customers to customize a cup with art?
#WhiteCupContest
AIDA
(Attention, Interest, Desire, Action) model: approach widely used in marketing and advertising to describe the steps that occur from when a consumer first becomes aware of a product or brand to when the consumer makes a purchase decision
Blogging has many benefits for marketers:
-Increases brand awareness by reaching a large audience -Humanizes the brand -Facilitates word-of-mouth marketing -Provides an easy way to keep customers up-to-date on industry trends and company products/services -Creates meaningful and shareable conversations with customers -Ranks well: Search engines rank blog posts higher in search results, making a brands blog content more discoverable than other content -Helps brands establish credibility and trust with customers by showing industry expertise: In fact, blogs are the fifth most trusted source for accurate online information -Increases web traffic: companies that publish 11+ blog posts per month receive 3X more web traffic, and 97 percent more links to their webpage -Helps brands get discovered on social media through social sharing of blog posts -Generates leads: B2B marketers who use blogs receive 67 percent more leads, and small businesses generate 126 percent more leads
Why should businesses get Snappin?
-It's a low-cost marketing tool and offers a sense of urgency. -Snapchat users are big buyers. -It offers a sense of urgency. -It's a low-cost marketing tool.
Pinterest algorithm is based on ______.
-Pinterest rating -source quality -Pin quality
Disadvantages to blogging
-Requires a large time commitment -Receives no instant payback: the longer you blog, the more traffic you will generate over time. -Needs updating: new blog content needs to be added regularly in order to keep readers engaged; this means brands must have a continuous flow of fresh ideas -There is a large saturation of blogs online today, making it increasingly hard for brands to compete -ROI can be difficult to measure
Types of podcast formats
-Solo commentary -One-on-one interview -Q&A -Multi-host talk show -Education-driven -Panel or round table discussion -Narrative storytelling -Fictional or non-fictional storytelling
Why are blogs so popular?
-They give everyday people a voice. -They are a great marketing tool for many businesses. -They help readers keep up to date on the latest trends and topics they are interested in. -They provide an easy way for anyone from around the world to share opinions and ideas with a large audience.
What distinguishes a blog?
-Written in first person -A collection of thoughts or expertise on a variety of topics -Inclusive of links, pictures, videos -Accessible online for free for the public -Searchable in search engines -Updated frequently -Open for reader engagement through comments, likes and shares
The campaign parameters include ______.
-contest guidelines -how winners are selected -contest submission instructions -hashtag use
Social media campaigns can live ______.
-on a company website -on an app -on social media -on a microsite
Which age group uses Snapchat the most?
13-17
The top 100 brands on YouTube are collectively uploading a video every ______.
18.5 minutes
What is the average minutes spent on Snapchat each day?
30+
LinkedIn is most used by which age group?
30-49
The average YouTube viewing session lasts more than _______ minutes.
40
A good best practice for the length of blog posts is __________.
400-1000 words
On average, how many pieces of content do B2B prospects engage with before making a purchase decision?
7
Microblogging
A specific form of blogging consisting of short frequent posts.
To set up a business account on Pinterest, a brand will need to provide a / an __________.
Email address, password, business name, website, and business category.
What is the first step in launching a social media marketing campaign?
Establish Goals
Which company used a combination of AR Lenses and Snapchat Ads to increase job applications?
McDonald's
Out of all business categories, which brand types have the most subscribers on YouTube?
Media
In the wake of COVID-19, which of the following did LinkedIn implement?
Newsletters, Coronavirus Resource Hub, and Workforce Report
Pinterest Rich Pins consist of ______.
Product Pins, Recipe Pins, Article Pins, App Pins, Carousel Pins, Buyable Pins, and Shop the Look Pins
Sparkling Ice wanted to give social media word of mouth a megaphone by rallying fans to compete against each other for the title of "Biggest Flavor Fan." What did the company have fans do?
Share Sparkling Ice related content using the branded hashtag.
Which brand launched its own YouTube original series called "Upstanders," sharing stories about ordinary people doing extraordinary things to create positive change.
Starbucks
During London Fashion Week, Burberry used _______ to tell the tale of two models planning to break into its flagship store on Regent Street in London.
Storytelling
True or False: LinkedIn Influencers are selected by invitation only.
True
True or False: LinkedIn is considered the most effective platform for B2B lead generation.
True
True or False: Snapchat also allows users to incorporate music into snaps.
True
True or False: Social media marketing campaigns have a specific start date and end date.
True
True or False: The editorial strategy will determine who will be writing and editing the blog content, as well as the subject matter experts that need to be involved to contribute content.
True
True or False: The majority of college students would purchase from a brand if sent a coupon on Snapchat.
True
True or False: Transcripts and closed captions increase the search ranking of videos.
True
True or False: Unlike a podcast, webinars are intended to be interactive with the audience in real time.
True
True or False: You can use hashtags on Pinterest.
True
According to a business Insider study, LinkedIn is perceived to be as trustworthy as
Wall Street Journal and Forbes
Which of the following is the most important for the YouTube algorithm?
Watch time
A social media marketing campaign is a coordinated social media marketing effort to communicate with a target audience to achieve__________.
a marketing or business goal
Vlogger (video blogger)
a person who posts video blogs.
Pin
a post that includes an image or video, a description, and a link back to an online source
Blog
a regular feature appearing as part of an online publication that typically relates to a particular topic and consists of articles and personal commentary by one or more authors
pins in the smart feed are prioritized as ________ as opposed to newest first.
best fit
Podcast
the audio versions of vlogs, involving recorded audio, but not recorded video. The recorded audio files are streamed online or on a mobile device and can be downloaded for offline listening. Podcasts are available on a variety of themes and topics.
Listening (monitoring streams)
used to help social media managers track social media conversations around a campaign
Which are the best days to post on Snapchat?
Any day of the week
Which of the following are small rectangle notifications that appear in the top right hand corner of a YouTube video when viewed?
Cards
To engage with Snapchatters, Grubhub hosted a week-long ______, increasing followers by 20%.
Contest
What social media campaign did Oreo create to celebrate their 100th Anniversary?
Creating and posting 100 pieces of shareable content created in 100 days.
True or False: A Snapchat filter is dynamic and a Snapchat lens is static.
False
True or False: In the wake of COVID-19, Snapchat introduced a new feature called "Covid-19 Stay Home" that provided resources from experts and proactive in-app support to Snapchatters who may be experiencing a mental health or emotional crisis.
False
True or False: Pinterest's platform growth was rapid within the first few months of being launched?
False
True or False: Snap Games allow users to be the stars of their own, short, looping videos and send them to friends using the chat feature.
False
True or False: YouTube is currently the largest search engine in the world.
False
Which type of blog is the most popular?
Fashion
True or False: During COVID-19, YouTube partnered with YouTube personalities and influencers to create new content to entertain and educate viewers.
True
What does the 4-1 rule state?
For every single piece of self-promotional content posted, share four pieces of content from others.
Which of the following companies launched a podcast called "The Message"?
General Electric
What is the top reason why LinkedIn users follow a company?
They want to stay informed on the industry.
True or False: A board is a collection of Pins presented as clustering of related ideas such as product categories, interests, and topics.
True
True or False: Descriptions will stay with an image as it gets re-pinned.
True
Vlog (video blog)
a blog in video format; involves a vlogger or video blogger taking to the camera in the first person, sharing their everyday activities
Group board
a board owned by one person who can add other collaborators who can contribute pins to that board
Board
a collection of Pins presented as a clustering of related ideas such as product categories, interests or topics
A YouTube playlist is
a collection of YouTube videos organized by categories
Webinar
a live web-based video or telephone conference that uses the internet to connect the individual or brand hosting the webinar to an audience of listeners or viewers
Shop the Look Pins
allow Pinners to find and buy products inside fashion and home decor Pins
Buyable Pins
allow for Pinners to purchase products without leaving the Pinterest app or website
Recipe Pins
allow for ingredients, cooking times and serving sizes to be included in the Pin
Product Pins
allow inclusion of pricing information for products
B2B
business-to-business: selling to a business rather than to an end-user/ consumer.
Pinterest components consist of
home feed, Pin, and boards
In-line images
images that appear within the body of a webpage.
Article Pins
include a headline, author and story description, allowing Pinners to share and save stories
Integrated Marketing Communication (IMC)
involves integrating the promotional tools in the marketing mix around a single themed idea or campaign
Geofilters are available based on
location information
LinkedIn's article publishing feature is NOT
open to companies
LinkedIn is the world's largest
professional network
Article Pins include all except __________.
recipes
The longer a video drags on, the lower / fewer its
retention
App Pins
show an install button so Pinners can download an app without leaving Pinterest
Home Feed
shows the Pins saved by people you follow on Pinterest as well as topics and boards you follow
smart feed algorithm on Pinterest is based on a combination of factors:
your interests, people and boards you follow, pins you saved earlier, your search history on Pinterest, etc