MKT208c MOOC 5

In discussing security, privacy, and governance, Seth Redmore discussed "progressive profiling." Which of the following statements is an attributes of "progressive profiling"? A. Progressive profiling involves an exchange of value between a company and consumer, such as name and email from the consumer resulting in a free white paper from the company. B. Progressive profiling involves interaction between a company and government and territories, and the varying laws that differ from place to place. C. Progressive profiling involves a government or territory monitoring companies on social based on their size and worth. D. Progressive profiling involves a company taking user behavior and information, running analytics on it, and selling leads to another company.

A

The metric for Amplification measures what? A. A measure of viral reach or how much your content has inspired your social audience to share it B. A measure of how appealing your post is C. Number of comments or replies per post D. Overall engagement rate

A

What are performance funnels? A. Performance funnels track the consumer journey from total market to product purchase. B. Performance funnels track the price per click. C. Performance funnels track the number of to clicks that result in shares. D. Performance funnels track a company's success in securing customer data and performance behavior.

A

What is a present-day framework that explains the current engagement ecosystem, including insight into how social engagement can play an active role? A. Customer Engagement Engine B. AIDA Model, or "The Funnel" C. The Customer Decision Journey D. Loyalty Loop

A

When using metrics to measure success in social, which of the following would be most appropriate for measuring the success of the content syndication of a video? Choose one. A. Cost per complete view B. Measuring return on investment C. Raw number or views or shares. D. Measuring the cost for a click

A

Which of the following steps are involved in developing your budget? Choose all that apply. 1. Develop your staffing costs. 2. Determine your technology costs. 3. Create performance funnels and establish Key Performance Indicators (KPIs) 4. Determine your marketing channels and costs. A: 1,2,3,4 B: 1,2,4 C: 1,3,4 D: 1,2,3

A

Which of the following methods assist is developing a pilot project? Choose all that apply. 1. Increase the budget of your original plan. 2. Reduce the breadth or reach of the program. 3. Reduce the timing of the program. 4. Reduce the scope of the original plan. A: 1,2,3,4 B: 2,3,4 C: 1,2,3 D: 1,3,4

B

What indicates success has been achieved when calculating the marketing return on investment (MROI) of a program? A. The MROI is 50% or better. B. The MROI is a negative number. C. The MROI is over 100% D. The MROI is zero, meaning break even.

C

Which of the following tips should you follow to keep your communities alive and growing on social? Choose all that apply. 1. Monitor your Key Performance Indicators (KPIs) every day. 2. Involve your influencers and community members 3. Keep testing performance funnels 4. Monitor influencer reactions and community feedback. 5. Constantly develop and deploy new content. A: 1,2,3,4 B: 1,3,4 C: 1,2,3,4,5 D: 2,3,5

C

Which of the following would be included in a fully integrated marketing plan? Choose all that apply. 1. Promotions 2. Social 3. Content syndication 4. Direct Response A: 1,2 B: 1,3,4 C: 1,2,3,4 D: 3,4

C

Testing different types of media to determine the ones which reach your target markets in an efficient and effective way is known as ______? A. Social pyramid B. Maturity modeling C. Return on investment D. Maximizing market share

D

What are the benefits of a pilot program for a social marketing strategy? Choose all that apply. 1. A pilot program allows you to gauge action performance and make adjustments to the program before you commit to a plan. 2. Pilots help to position your company's community contribution in the minds of your high value market. 3. Pilots help identify the risks of the program. 4. It's a way to convince skeptical senior management to at least try the program to see its benefits. A: 1,2,4 B: 2,3,4 C: 1,3,4 D: 1,2,3,4

D

When considering data generated through our use of social sites, which of the following statements about "privacy" concerns is/are accurate? Check all that apply. 1. Privacy involves concerns over whether personal data provided by users is safe and secure within your site. 2. Privacy involves the concern of the individual that the information and behavioral data they have supplied is used appropriately by you. 3. Privacy involves concerns from users who feel they need to provide more personal information to you. 4. Privacy involves concerns that the relationships we are developing on social are controlled by us and used in appropriately by community managers. A: 1,2 B: 1,3 C: 2,3 D: 2,4

D

Which of the following members of an organization are security professionals who already have an open dialogue with the Board or CEO on data security? A. Representatives B. Reactors C. Protectors D. Influencers

D