Social Media Marketing
You are about to post an image on your socials that contains text against a colored background. What should you double-check before posting it?
Make sure that the text and background have a strong contrast
Best practices for making image-based content more accessible
Make sure your platform can be used by everyone, regardless of their situation. When using images make sure you are using the proper colors and contrast Captioning a photo and doing a hyperlink that takes you to a page Describe your image
All successful marketing programs are the result of careful research, planning, and which element?
Management
How would you make this hashtag compliant with accessibility standards? #athenehotelresort
#AtheneHotelResort
Which element of building virtual communities refers to deciding if there will be a progressive warning system?
Community norms
Which BEST practice of video marketing states that videos that are NOT shot in a live setting should be professionally produced?
Match the production techniques to the intent of the video.
Which aspect of publishing and distributing articles is NOT done to optimize the chances the price will be ranked at the top of search engine results
Directory editing
Rule of 3rds
Divide the image into 3rds, using 2 horizontal and 2 vertical lines Used for the composition - laying out your photo Emphasize the focal point where your eye naturally goes Subject/focus on the grid lines Balances image Also shows the subject within space/relationship to space
Know the do's and don'ts of growing a community
Do: Find the right audience, meaningful conversations, strengthen relationships Know why your audience is using a platform and let that guide your conversation with them Join relevant conversations Keep it friendly, helpful, and relevant Dont: Buy followers, likes, shares, etc. Talk to your audiences on different platforms in the same way
File naming
Don't use the template name Make it relevant Use descriptors Keywords Hyphens; no spaces Lowercase letters - brand name-logo-colors-orientation Year-yourname-brand-kit
Breaking up white space/blocks of text
Dont overload with text and not enough white space You should focus on keywords and leave visual breathing room
T or F? The hero in The Hero's Journey is the brand.
False - the hero is the consumer not the brand
Who creates and manages brand communities
May be created by fans/admirers or the organization itself
If the end goal is to sell a product, doing so effectively with an article, white paper, or e-book will require which element?
More subtle framing than with a standard advertising pitch
Which statement is TRUE?
Most e-books and white papers have high-perceived value to the recipients.
What are visual medias goals?
To empower customers' lives and drive business results, help social media marketers make content that stands out, gets customers to share and interact
T or F? A brand community can be member-initiated by the brand's admirers, BUT the organization can officially sponsor it.
True
T or F? A social news site lets users submit links to news stories or other web pages to be ranked and displayed.
True
T or F? A story is about how and why life changes.
True
T or F? According to the Visual Storytelling Institute, visual storytelling should empower customers' lives and drive business results.
True
T or F? Buyers now do most of their research through information they obtain independently, which makes consumer decisions beyond the control of the digital marketer.
True
T or F? Chan boards require posts for a new thread to include an image.
True
T or F? Since social media sites are free and generate revenue through advertising, they provide tutorials and educational resources such as blog posts to help social media marketers create engaging content.
True
T or F? Social shopping can shape future ROI metrics.
True
T or F? The MOST critical factor of an article's success or failure on social news sites is the title.
True
T or F? The visual media experience can include photos or graphics and videos that create an emotional connection and drive the consumer to action.
True
Dark social
any website traffic that can't be attributed to either a search engine or some other referral that includes a referrer tag. When people copy and paste links into texts, the share is no longer trackable and enters into dark social 32% of people only share through dark social There are no known methods to stop dark social
Online viewers that see high production values as a sign of slick, professional marketing supports the need for is an example of:
authenticity
Secondary sharing
brand/creator's fans, friends, customers, and followers reshare content with their network The telltale stage of content success Leverage your follower network for success here. Who are the influencers/opinion leaders of your followers? Share their content so they will reciprocate
Primary Sharing
creator uploading video across owned channels
Goal for articles, ebooks and white papers
draw attention and develop a company's reputation for thought leadership and then use that expertise to generate sales
Entertaining
enjoyable, humorous, entertaining Ex: redbull
Sales funnel: strangers
get to know us Blogs, eBooks, articles, webinars Cheat sheets, educational webinars, contributed articles
When creating content for YouTube, keep your videos shareable, accessible, and discoverable by using:
high quality thumbnails, well written titles and descriptions, and relevant metatags
Which content is appropriate for visitors in the sales funnel?
how to videos
What is the first step when publishing and distributing an article as part of a marketing strategy?
identify catchy title
Why is it important to take advantage of social listening when it comes to accessibility and inclusion?
it gives you an idea of who your audience is and what their unique needs are.
Sales funnel: attract visitors
keep getting to know us Tip sheets, tutorials, templates, reports Worksheets, analyst reports, webinars
t or f? By monitoring content of those in your network more closely, you can understand what is important to them and tailor the content you create accordingly.
true
intimate
up close and personal, real and relatable #GRWM vent sessions Part of human nature to follow stories or personal drama experienced by peers Ex: aerie
Creating offbeat and unusual content can be effective and become:
viral
A post should reinforce which aspect of the brand?
what consumers already know
Tertiary Sharing
when non-followers share content All 3 stages need to be achieved for content to be widely disseminated (go viral)
Typography
Limit to 2 fonts Selected fonts should contrast and complement each other Should not clash, compete, or cancel each other out Distinguish between headings, subheadings, body text, etc. to create a hierarchy
Contrast
Light against dark - vice versa
The dark funnel
-Related to would-be purchasers making decisions about products and services on their own - contact made with sellers closer to the decision stage -Customer actions can't be tracked; whereabouts in the customer journey are unknown Buyers do independent research (competitor sites, review sites, etc.); with less control from the marketer's perspective -Estimated up to 80% of B2B buyer journey happens without a sales person -Digital content marketing - answer to "dark funnel" issue
Video marketing best practices
1. Match the production techniques to the intent of the video 2. Design and produce videos for mobile-first and always 70% of videos are viewed on mobile 3. Design and produce videos for specific platforms 4. Post videos on multiple platforms and the company website 5. Optimize videos to be found in search 6. Encourage viewers to share videos 7. Don't make it about sales - empathize with the motives, interests of your audience
What is the term for a location where users submit original articles for approval and syndication?
Article directory
the purpose and tactics behind marketing with articles, eBooks, and white papers
1.Assess needs 2. Plan 3. Acquire information 4. Organize 5. Design the look and feel 6. Write 7. Illustrate 8. Review, revise, and approve 9. Publish
Which of these is NOT a finding from The State of Video Marketing 2021 as it relates to the impact of video in SMM?
75% say video has a good ROI.
To increase an article's visibility, having a good relationship with whom is a big help?
A power user
"AEIOU" rule of creating engaging content
Authentic, entertaining, intimate , offbeat/unusual
#CamelCase and its importance to accessible content
CamelCase is a writing convention that capitalizes the first letter of each word in a phrase, without spaces or hyphens. In addition to its use in programming, CamelCase is also important for creating accessible content. Writing hashtags in CamelCase makes them easier to read and understand for everyone, especially those with learning disabilities and those using a screen reader. instead of writing #WRITINGTHEMLIKETHIS or #writingthemlikethis, it is better to write #WritingHashtagsLikeThis
Best practices for making video content more accessible
Captions High-quality audio Subtitles Color contrast On screen graphic telling audience to turn on audio
How to attract traffic to your social news article:
Careful attention to title creation Make it concise, include keywords Capture attention, provide an overview that can be read and understood in 3 seconds or less Make it skimmable Article design a la Buzzfeed's "listicle" format Format your article as a list Easy to read, easy to navigate with anchor links
Which tool helps the marketer keep track of campaigns and how content is being purposed?
Content Calendar
Which individual can legally reproduce original artwork?
Copyright holder
Which term describes the phenomenon of would-be purchasers making decisions about products and services on their own, rarely surfacing until the decision is almost made?
Dark Funnel
Any website traffic that can't be attributed to either a search engine or some other referral that includes a referrer tag is considered:
Dark social
What's one way to make your image-based content more accessible?
Descriptive text
Articles, ebooks and white papers
Develop authority, thought leadership Use expertise to generate sales Articles, e-books, and white papers are typically perceived as high-value content - useful for prospective customers, leading to conversions Effective for generating leads, obtaining customer information (contact info and more) in exchange for downloads
Which of these social news sites created a pioneering interface in the 2000s that let users vote up or down so that the articles with the most positive votes appeared at the top without affecting its ranking?
Digg
t or f? Self-produced e-books for promotional purposes appear to be growing and may be about 10% of all e-books.
False
After receiving a lot of criticism as well as scrutiny from Congress, which virtual community announced new rules regarding the requirement for moderators to approve posts and the consequences of the group being permanently deleted for violations with no appeal process?
T or F? All social media and social news sites are considered virtual communities.
False
T or F? Every post in The Hero's Journey will have a beginning-to-end story, especially when using images.
False
T or F? It is now estimated that 60% of the B2B buying journey takes places without salesperson assistance.
False
T or F? The Everyman archetype is playful, witty, and humorous.
False
T or F? What will be an effective white paper is defined mostly by its publisher's expectations.
False
During 2019-2020, the Pew Research Center found that those who used social media for their news were less engaged and less likely to do what?
Follow major news stories such as elections
which role customers and brands play in the Hero's Journey
In the hero's journey, the hero is the consumer. The brand archetype will meet the consumer on their journey and be the mentor. A brand should support the consumer through their journey, so identifying the brand archetype as the mentor makes it easier to stay focused on the consumer.
What does the visual media experience involve?
It can include photos or graphics and videos that create an emotional connection and drive the consumer to action
Why is it important to take advantage of social listening when it comes to accessibility and inclusion?
It gives you an idea of who your audience is and what their unique needs are
Which statement about a white paper is FALSE?
It is typically written in a lighter style than an e-book.
Which of these is NOT an advantage of creating your community within social media sites instead of a website?
Less organized control of content
How social news sites obtain and display stories
On social news sites, the users submit links to news stories or other web pages to be ranked and displayed Social news sites also provide the means for readers to discuss and comment on articles
The stages of the sales funnel include all BUT which of these?
Optimize directory
Which factor does NOT determine how many white papers or e-books should be published as part of a SMM campaign?
Paid Advertising
Focal Points
Place and emphasize focal points where the eye naturally goes
Sales funnel: nurture and qualify soon ton be customers
Pricing info, sales demos, customer references
Logo Basics
Primary logo: main logo, most used/complete, intricate Secondary logo: rearranged/simplified version All variations should be cohesive - brand elements, colors, fonts consistent and incorporated throughout Stacked logo / horizontal logo
The first step in article-based marketing is to perform which task?
Produce content that the target audience will be interested in reading
Which of these social news sites promotes itself as supporting free speech and will remove videos with self-harm or that feature racist or violent content?
Which of these is NOT part of the nine-step process for writing white papers?
Secure influencers
Three of the main advantages of marketing with online videos include engaging viewers, reaching large audiences, and what?
Showcasing Products
When it comes to creating video for your social channels, which of the following is NOT a best practice?
Since video will be consumed on mobile, record videos using mobile as well. Instagram Stories or Snapchat Premiere
Understand insights that be gained through social listening and how they relate to accessibility and inclusion
Social listening is not just about tracking metrics. It's about gaining insights into what your customers and potential customers want from you, and how you can better address those needs. Make sure to analyze patterns and trends over time, rather than just individual comments. These overall insights can have the most powerful effects in guiding your future strategy.
The basics of design principles for using images and photos include all BUT which of these?
Static images
Steps with article based marketing
Step 1: Produce article content that the target audience will be interested in reading Step 2: Decide on a suitable outlet for the content Step 3: Choose a good title Step 4: Deliver on a promise made by the title
Which of the following features should you add to videos to make sure everyone can enjoy it?
Subtitles, color contrast, and an on-screen graphic telling your audience to turn on audio
A SMM team should align all content and platforms with which element of the campaign?
Target Market
Which type of sharing occurs when content is spread on the Internet by people who likely do NOT know or have connections with the original video's creator?
Tertiary
The brand archetype wheel, three "rings" of the diagram, and what each "ring" explains
The archetypes displayed are the primary character types that appear in dreams, literature, and art, and are based on experiences and human motivations that exist across cultures and time. Outer ring - Brand name and example The red outer ring has the archetype name and a brand that best portrays that archetype. Middle ring - Personality traits and characteristics The gray center ring has the personality traits and characteristics associated with the archetype. Inner ring - Primary brand motivations the inner black ring represents the primary motivations of the brand.
Which virtual community has employee moderators who may also answer questions if no one from the community has responded to them?
Weebly
Sales Funnel: convert to leads
nurture, like and trust problem/solution papers (white papers) Case studies, testimonials, endorsements Service and/or product information sheets, interactive assessments
Which of these is NOT a best practice for using images and photos?
posting content same way on every site
authentic
real people, doing real things, in real places Real people in real locations Higher production value can be interpreted as a red flag "Homemade" content in online videos appears more believable User Generated Content (UGC) is a great way to achieve authenticity
sales funnel: Engage and retain promoters/brand advocates
surveys/feedback, appreciation offers, ongoing support, request testimonials
offbeat/ unusual
taboo, weird, out of the ordinary
t or F? Much of digital content marketing is driven by both traditional marketing automation systems and artificial intelligence.
true
