M465 Exam 1
Account-level potential reach
- total number of follows - new likes/follows - lost likes/follows
Why do networks "age"?
Because users get older!! Especially early adopters.
T/F: Facebook business pages are free to create.
True
T/F: Instagram has different algorithms for your feed, explore page, and reels.
True
T/F: Mobile apps might have a completely different design than the website
True
T/F: Your behavior on Facebook might influence your Instagram algorithm and vice versa.
True
AIDA principle
Awareness, Interest, Desire, Action - The journey or "flow" a consumer takes through the internet and your page until he/she takes the desired action a.k.a converts.
Which goal type results in a specific location loading? A) Duration B) Destination C) Pages/Screens Per Session D) Event
B) Destination
What is another name for A/B testing? A) Pair Testing B) Split Testing C) 1/2 Testing D) Two-Part Testing
B) Split Testing
Which is not part of the Facebook Algorithm? A) Affinity B) Status C) Weight D) Time Decay
B) Status
What is search traffic? a) Number of visitors to your website b) Traffic coming from search engines c) Users typing the website URL directly into the browser d) Traffic that arrives on your website through any link (other than Google)
B) Traffic coming from search engines
Which Google Analytics report tells you where users are coming from? A) behavior report B) acquisitions report C) audience report D) conversions report
B) acquisitions report
Which of these is not where traffic comes from? A) Organic B) Indirect C) Referral D) Direct
B) indirect
Which of these is a way to measure engagement on social media? A) page followers B) post likes C) Unfollows D) page likes
B) post likes
Buyer persona
a semi-fictional representation of your ideal customer based on market research and real data about your existing customers. a.k.a: customer persona
Content/editorial calendar
a shareable resource for the marketing team, visualizing how the content is distributed throughout the year. ex: google cal/docs, hubspot, trello, airtable, and more.
Macro-conversions happen at which stage in the AIDA principle?
action
Macro-conversion
actions on a website that represent the primary objective of your website ex: a completed purchase, a completed lead generation form, etc.
What elements make an effective CTA?
active verbs, clear instructions, and communicates urgency
What does the FB algorithm place the most emphasis on now?
affinity
Digital touchpoint
an online interaction across different devices (smartphones, laptops) and various channels (social media, apps, websites)
Touchpoint
any point at which a customer and the company come into contact
Social media
forms of electronic communications through which users create online communities to share information, ideas, personal messages, and other content.
Earned media
free exposure that you get from costumers user generated content or word of mouth
Twitter's algorithm allows for more ____.
frequency. the more you tweet the better.
Multivariate testing
like a/b testing but changing multiple variables instead of just one
Which type of conversion is "closer to the money" i.e. revenue goal?
macro-conversions
Hashtags help..
make topics searchable and identify trends
Paid media
media that are paid for on social media or other media; advertisements, sponsored posts, sponsored blogs, sponsored search results, etc
Types of conversions
micro-conversions & macro-conversions
How does Facebook make money?
mostly by selling ads, but they also sell products like the Facebook portal
What is the problem with multivariate testing?
must have high traffic or very long testing times to generate meaningful results.
Owned media
online content that an organization creates and controls like their own social media posts, blogs, videos, etc.
Landing page
the first page people land on when clicking a link. a standalone page for marketing purposes.
Which social media started hashtags?
Your ________ should appear prominently on your landing page and in every marketing campaign.
unique value proposition
What is the most engaging form of content?
video
Lead generation websites
websites that get your information and then sell it to other companies ex: a "free insurance quote" website gets your information and gives you free estimates. the website sells your info to the insurance companies so they can contact you.
Comment baiting
when a post asks people to comment with specific phrases or answers to try to boost their affinity score. *looks spammy and FB might flag it
Tag baiting
when posts asks you to tag friends for various reasons: "tag a friend who loves ____", "tag a friend to win this contest," etc
Is social media free?
yes, they are free to create, but there are many costs associated with social media marketing that businesses must consider.
Conversion rate calculation
(number of visitors who convert x total number of visitors) x 100
Targeting options
- demographics - interests - behavior - custom audiences
Post-level reach
- impressions, views - re-posts, shares, retweets - likes - comments - CTR - engagement rate
Optimization process
1. Collect Data 2. Identify goals 3. Generate a hypothesis 4. Create the variations 5. Run the experiment 6. Analyze the results + then start over!
The marketing trifecta
1. Earned media: user generated content, word of mouth, etc. 2. Owned media: media you create like blogs, social posts, etc. 3. Paid media: ad campaigns and sponsored posts
FB algorithm is based on:
1. affinity (relevance/relationship) 2. weight (# of likes/comments) 3. time decay (newer posts first)
Types of objectives
1. brand awareness 2. conversion or lead generation 3. increase customer loyalty 4. monitor customer feedback
Social media plan
1. determine objectives 2. plan the content 3. distribute & promote content 4. measure success
Website design principles
1. follow conventions 2. create visual hierarchies 3. make it obvious what's clickable 4. eliminate distractions
Most online advertising is
1. goal directed 2. a bidding system
Landing pages should match an ad on what three dimensions?
1. product/service 2. message 3. visuals
About how many photos are shared to instagram daily?
100 million
How many aspects should you change when doing A/B testing or split testing? A) 1 B) 2 C) 3 D) 4
A) 1
Which element makes for a strong landing page? A) Follow conventions B) Make everything uniform in size and color C) Put lots of content everywhere in no particular formation D) Make random components clickable without it being obvious
A) Follow conventions
A/B testing
An experiment in which one group of participants is randomly assigned to see one version of a message and another group is randomly assigned to see a second version. Results are then compared to test the effectiveness of message variations
Trust symbols
Any symbol, icon, image, reviews, social media platforms, or small statement communicating to the user that the site is legitimate
Which of the following is not a benefit of social media? A) brand awareness B) ratings and reviews C) content creation D) can generate leads and sales
C) Content creation
Which one of these steps is NOT a step in the optimization process? A) Generate a hypothesis B) Identify goals C) Create solutions D) Analyze the results
C) Create solutions
Which level of influencer is Kylie Jenner? A) Micro-influencer B) Macro-influencer C) Mega-influencer D) Nano-influencer
C) Mega-influencer
What is a USP? A) Under Selling Plan B) Unique Sales Proposal C) Unique Selling Proposition D) Unique Special Plan
C) Unique selling proposition
Which is not a quality of a successful landing page? a. Dosen't send ad traffic to your homepage b. Uses specific information that matches the ad c. Has advertisements d. Clearly communicate the desired action
C. has advertisements
Advertisement payment methods
CPM or CPC
What is the first step in the optimization process? A) Create the Variations B) Identify Goals C) Generate a Hypothesis D) Collect Data
D) Collect data
What is YouTube owned by? A) Microsoft B) Facebook C) Twitter D) Google
D) Google
Which is not a step in the social media plan? A) plan the content B) measure success C) determine the objective D) increase customer loyalty
D) Increase customer loyalty
What type of website is USA Today? A) Search Engine B) Corporate C) Blog D) Media/News
D) Media/news
What is a sentiment analysis? A) VR/Portal B) Actual reach C) comments/likes/chares D) a tool that uses language processing and text analysis to find out how people feel about your products and services
D) a tool that uses language processing and text analysis to find out how people feel about your products and services
How does Facebook compare to other social medias today?
Facebook is seeing lower growth than other platforms, but it is still larger than all of them.
T/F: You can use comment and tag baiting in ads.
False
KPI
Key performance indicator - a statistical measure of how well a company is doing in a certain area.
SMART goals
Specific, Measurable, Attainable, Realistic, Timely
What is a USP also known as?
UVP (unique value proposition)
Direct traffic
When someone visits your site by directly typing in a URL.
The "least" social of the social networks
YouTube
Social media marketing
a form of internet marketing utilizing social networking sires as marketing tools (paid or non-paid), thereby gaining traffic, brand exposure, and interaction with consumers.
Native content
a piece of content that has been directly uploaded to the platform rather than sharing a link from another platform. *interactions are about 4x higher on native FB videos as opposed to YouTube video links that have been shared.
CTA stands for
call to action
traffic → ___________ → revenue
conversions
Cost per mille (CPM)
cost per thousand impressions *best way to generate awareness
Micro-conversions happen at which stage in the AIDA principle?
desire
Types of traffic
direct, referral, search
The fold
everything you see on a landing page without having to scroll down
Types of referral traffic
paid & non-paid i.e. you can pay for a website to mention your business and link your website in their blog.
Types of search traffic
paid & organic
Ways to provide customer value through social media content:
provide value through: - humor - deals/discounts - contests/drawings - useful ideas/tips - insider information - product updates - training/education - community
traffic → conversions → ____________
revenue
Likely types of conversions
selling products selling ad-space selling subscriptions etc
Micro-conversion
small steps or secondary actions towards a conversion ex: email sign-up, watching a product video, etc
Growth hacking
strategies to scale rapidly with tight budgets using SEO, A/B testing, automation, and content marketing. resource and cost effective.
Responsive web design (RWD)
the ability of a website to detect the visitors screen size and automatically resize and rearrange its elements
Cost per click (CPC)
the amount paid when an ad is actually clicked on. *best to generate traffic
Usability
the ease and efficiency to use a digital tool matching the users needs and requirements *design for the "average" or "below-average" user
Potential reach
the number of people who could realistically see your post/page
Reach
the number of people who have seen your post or page a.k.a: "actual reach:
Lift
the percentage increase from A/B testing "conversion lift"
Sentiment analysis
the process of identifying a follower's attitude toward a brand by assessing the context or emotion of her comments. a.k.a: opinion mining
What kind of content should you post if your goal is brand awareness?
the type of content that generates the most likes and shares (look at your post history to determine)
What kind of content should you post if your goal is conversion?
the type of content that generates the most web traffic/sales (look at post history/google analytics to determine)
_____ → conversions → revenue
traffic