MKT EXAM 3
Best Buy's social media policy mandates that employees disclose their affiliation with Best Buy and include the disclaimer_________.
"my views are expressed as my own"
what was the name of the Starbucks social media marketing campaign that allowed customers to customize a cup with art?
#whitecupcontest
Identify _____ most important to target market and engagement on each channel
Channels
which of the following is social media ROI by revenue formula:
Profit/total investment x 100
t's important to measure both ____ and ____ results
Quantitative and qualitative results
true or false: code yellow issues are those that do not escalate beyond the attention of the social media or customer service team.
True
true or false: earned media is the most valuable type of media
True
true or false: influencer marketing is the fastest growing method to attract new customers.
True
true or false: only 15% of CMOs have been able to quantify the impact of social media
True
Engaging for influencers:
when followers mention the influencer or ask questions, it's important to acknowledge followers by liking or commenting back
a social media policy should have rules and responsibilities for governance tasks. This should be assigned to:
A company spokesperson responsible for answering questions about your company on social media
your company's social media policy should be __________.
A living document that is updated regularly
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
what is social media Net Promoter Score (NPS) ?
A metric that companies use to measure the willingness of customers to recommend a company's products or services to others
what is google analytics?
A web Analytics service that tracks conversions and reports website traffic
true or false: if a brand sees a negative comment on social media , the first thing they should do is delete it.
False
true or false: snapchat offers objectives that fall into four categories: awareness, consideration, app installs, and conversions.
False
which of the following is NOT a challenge companies face with social selling?
Firing and hiring sales professionals familiar with social media
Influencer marketing:
Focuses on using influencers to promote a brand message, product or service
what should be the first step in starting a social selling program?
Gain executive buy in
Authenticity for influencers:
Good influencers genuinely believe in the brand that they promote and what it stands for
which of the following is not a pinterest targeting option?
Hashtag targeting
which of the following is NOT a company benefit of social selling?
Less likely to attract top talent
Credibility of influencers:
Level of trust given by followers based on perceived knowledge or expertise on influencers
which of the following is NOT a benefit of social media advertising?
Limited audience targeting
which social selling tool did the Sacramento kings use to increase ticket sales?
LinkedIn Sales Navigator
which of the following is Not a social media report available within Google Analytics?
Net Promoter Score (NPS)
There are many micro influencers that have fewer followers, but have tapped into a highly credible ______
Niche audience
in order to avoid threats on social media, employees should ____________.
None of these options
Tools like __________ can help companies discover and map the influencers that are most influential, listen to what influencers are saying, interact with and develop relationships with influencer targets and provide detailed reporting and ROI.
Onalytica, Followerwonk, Buzzsumo, IndiaHash, Traackr, Klout, and Hootsuite
Reach:
Quantity of people that an influencer is able to deliver a message to
What are UTM parameters?
Tags added to a URL and when clicked, the tags are sent back to google analytics and tracked.
True or False: A social media policy outlines how an organization and its employees should conduct themselves online.
True
True or False: On LinkedIn, employees that share content regularly grow their network 4 times faster than those that don't
True
True or False: Social media marketing campaigns have a specific start date and end date.
True
True or False: To participate in an employee advocacy program, an employee must have a complete understanding of what it means to represent the company online.
True
True or False: a common sales incentive implemented by many companies is to tie compensation to sales quotas
True
true or false: only one in 5 companies take a programmatic approach to social selling
True
true or false: the majority of teenage YouTube subscribers trust influencers opinions over traditional celebrities.
True
true or false: with YouTube TrueView ads, advertisers don't pay unless the viewer watched or interact with elements of the video.
True
Target audience must ____ and ______ the opinion of the influencers for success
Trust and Respect
which of the following is NOT a buyer's journey listed social media metrics map
Re-engage
Reality of social media influencers:
Reach alone is not a requirement of being an influencer
which of the following would NOT be considered under the campaign budget and resources.
social media content calendar
what is the first step in creating a social media influencer marketing strategy?
Establish your goals
on average, brands earn _________ for every $1 spend on influencer marketing.
$6.50
a social media policy should include:
- A section that outlines who is responsible for answering questions about the company - A section that discusses what is considered illegal - A section that outlines any consequences for employees who do not abide by the social media policy
What works in influencer marketing?
-Carefully consider your approach to influencer marketing -Develop a schedule
what social media campaign did Oreo create to celebrate their 100th anniversary?
-Creating and posting 100 pieces of shareable content created in 100 days
which of the following are characteristics of a good influencer?
-Credibility -Authenticity -Activity -Engaging -Reach
What doesn't work in Influencer Marketing?
-Generalizing your approach to finding and making use of different influencers. One size doesn't fit all influencers -Simply looking at the popularity of the influencer
the rules and regulations within a social media policy consist of ____________.
-Guidelines for social media etiquette -Expectations for appropriate employee behavior and conduct -Explanations of what employees can and cannot share on social media.
a benefit of employee advocacy for an employer is
-Higher customer retention -Trust in employees -Increased brand engagement -Increased business
Benefits of influencer marketing:
-Increased exposure -Brand awareness -Improved search ranking -More Credibility -Effective reach a target market -New leads -Conversion
which of the following are influencer person types?
-Industry expert -Academic -Celebrity -Business leader
which of the following are ways brands can use influencers?
-Invite influencers to be guest bloggers -A social media account takeover -Using influencers to promote a brand's content by posting on their own social media channels -Give influencers free products to try in exchange for a review or a mention on social media
a benefit of employee advocacy for an employee is
-Network growth -Increased employee engagement -Thought leader and grow personal brand -Career goals
social media campaigns can live __________.
-On a company website -On social media -On a microsite -On an app
What makes a good influencer?
-Reach -Credibility -Authenticity -Activity -Engaging
to track the success of an employee advocacy program, you must
-Track engagement rate -Determine audience growth -Track the traffic to a post -Track employee participation growth.
the campaign parameters include _______.
-hashtag use -contest submission instructions -how winners are selected -contest guidelines
Influencer marketing content delivers _____ higher ROI than traditional forms of digital marketing
11X
____ percent of female consumers purchased a product after seeing it recommended by an influencer, and ____ percent have followed a brand directly from an influencer's post
54% / 45%
____ percent of teenager Youtube subscribers trust influencers' opinions over traditional celebrities
70%
what percentage of top decision-makers say they never respond to cold call?
90%
The concept of AIDA as a model for marketing stands for ________.
Attention, Interest, Desire, Action
Goals should:
Be tied to the objectives set for your social media marketing strategies
Influencers derive value from partnering with brands: companies need to define specific __________
Benefits for influencers
True or False: In order to succeed in an employee advocacy program, you must force employees to participate.
False
which of the following is NOT a Facebook ad objective?
Demographics
CPM, or cost per thousand, measures how much it costs to reach 1,000 people. which marketing channel has the most expensive CPM?
Direct mail
which of the following is NOT a type of instagram ad?
Direct message
which of the following is NOT a BUYER benefit of social selling?
Discount on the purchase of a product
social selling tools can help sales professionals with all of the following except
Discovering competitors' sales revenues
which social media network is the most used for social media advertising?
which social network is the most popular for employees sharing company-related content online?
True or False: An employee advocacy program will increase the cost of social advertising on Instagram and Facebook.
False
which of the following is NOT a snapchat ad objective?
Increase snap chats
which of the following is NOT a SALESPERSON benefit of social selling?
Increases research time
Activity for influencers:
Influencer must be active on social media, publishing content daily or weekly
Utilize __________ as they interact with your brand
Influencers' reach
in which way did travel agency Contiki use social media influencers to increase awareness among 18-35 year olds?
Invited them on a trip around the world and had them document the trip.
a social media crisis response plan does NOT include __________.
Legal risks
which of the following is NOT a benefit of influencer marketing with social media?
Less credibility
what is the first step in a social media advertising strategy?
Select goals
which of the following is not conducted during a social media marketing campaign?
Share results
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?
Sharing sparkling ice related content using the branded hashtag
______: Influencers should provide detailed results for engagements, impressions, followers, and more from their social media accounts
Show effectiveness
to get employees to "buy in," you must
Show how participation will benefit them
Common misconception of social media influencers:
Social media influencers need to have millions of followers
Influencer:
Someone who carries influence over others -The power to affect the purchasing decisions of others because of his or her authority, knowledge, position, or relationship with his or her audience
Social media influencer:
Someone who exerts his or her influence through social media
a social media influencer is
Someone who exerts his or her influence through social media
______ on social media to develop a relationship before reaching out directly
Start engaging
Steps for creating a social media influencer marketing strategy:
Step 1: Establish Goals Step 2: Determine who you are trying to influence and the channels they interact with Step 3: Identify influencers that your target market will trust Step 4: Before reaching out to potential influencer, monitor what he or she is saying; decide how to best engage with him or her Step 5: Reach out to discuss a potential partnership Step 6: Incorporate influencer marketing into your social media strategy Step 7: Reporting and analytics
what is social media share of voice
The percentage of brand mentions, or people talking about a company online compared to its competitors.
which is an example of employee advocacy?
The promotion of a company or brand by employees who share information about their company's brand, product, or services in their social media networks
which platform did chipotle leverage for the #chipotlelidflip challenge
Tik Tok
___ is when a company, brand or product is first in customers' minds when they think of a particular industry or category
Top of Mind Awareness (ToMA)
what is the first step in launching a social media marketing campaign?
establish goals