Social Media Marketing

Language like ____________ can help improve your click-through and conversion rates on social media because language makes the call-to-action seem more time sensitive, which can encourage instant action.

"Today only" or "ends at midnight"

What's a reason why working with influencers and encouraging user-generated content is important?

-Changing algorithms on social platforms -People trust recommendations from individuals over brands -General Data Protection Rules (GDPR) on privacy limit brand exposure

Google has...

3.5 billion search queries per day

average facebook user spends ___ minutes a day on the platform

50

customer lifetime value / clicks needed = $2700 / 143

= $19 per click

Whats ad fatigue?

A scenario where an ad once received positively starts to show diminishing returns over time

What is an employee advocacy program?

A social media program for all employees to take advantage of

What is a vanity metric?

A surface-level metric that doesnt correlate with your business success

Retargeting

Advertising to people based on previous actions they've taken on their site

What's retargeting?

Advertising to people based on previous actions they've taken on your website

At what point of your advertising process should you run tests and experiments on your ads?

At every stage of the ad creation, implementation, and evaluation process

How do you calculate lifetime value of a customer?

Average yearly revenue multiplied by average lifespan of customer

What are user-generated negative hashtags that are used to bring forth negativity towards to brand?

Bashtags

Which of these tactics will help you foster more general social engagement?

Being Funny Asking for reviews Tagging individuals in posts Starting a Facebook Group Using Emojis

Your team is creating a social campaign for an upcoming product launch. Someone designs a great image for this social campaign that does a fantastic job of showcasing the product. How can your team optimize this image for the campaign?

Create multiple versions of the same image that comply with each social channel's ideal image dimensions

What three data points do you need to start determining your ad spend?

Customer lifetime value, average lead-to-customer rate, average conversion rate

Why is employee advocacy important to consider as a key area for organizations and brands?

Employees embody company culture and values, so are more trusted than official spokespeople

True or false? You should develop your social media budget before you create your social media plan.

Explain to the customer why they need what you're selling

What two networks are you almost guaranteed to find your target audience on? LinkedIn and Pinterest

Facebook and Google Ads

Influencer marketing and user-generated content will help you bypass some social media platform rules to help you reach your audience.

False

T/F Influencer marketing and user-generated content will help you bypass some social media platform rules to help you reach your audience.

False

True or false? 42% of B2B marketers believe they've proved that social media has an impact on their business

False

True or false? Advertising won't help you get on the first page of Google's search results.

False

True or false? An ad that performs well on Facebook will not perform well on Instagram and Messenger.

False

True or false? Buyer personas are primarily used for developing marketing campaigns.

False

True or false? Recruiters aren't going to be interested in your social media efforts, so theres no need to track metrics related to hiring in social media.

False

True or false? Responding to your audience directly can negatively impact your reputation.

False

True or false? Social selling is not an inbound way to conduct business

False

True or false? The number of Facebook users across the world is only slightly fewer than the number of people in India.

False

When users create and share content on social media channels there is NO effect compared to standard company posts.

False

Which of the following steps is NOT one you need to think about when planning how to structure your social team?

Gather industry data to support your goal

What does "content curation" mean?

Gathering content that's relevant to a particular topic or area of interest and then sharing it with your audience with proper citaionst

Which is NOT an element that makes for a good Influencer?

Influencer having little to no knowledge or appreciation for brand they are promoting

What is NOT a benefit of social media influencer marketing?

It does not require any tracking to know it is working

Why should you include content curation in your social strategy?

It saves time and money. It builds industry connections. It helps you post a larger variety of content.

11th commandment

Know Thy Audience

Consideration

Offers: data sheets, webinars Goal: answer your leads' questions Metrics: cost per acquisition (CPA)

Decision

Offers: free trial, live demo Goal: Help your leads make informed decisions Metrics: sales data

Let's say you conduct an audit of your existing social media content and find that on Twitter, posts with statistics get by far the most likes and retweets. What's the BEST way for you to use this knowledge to inform your future social content plan?

Plan to experiment with publishing more statistics to Twitter and perhaps investing time in doing more original research that you can pull stats from and publish to Twitter and other channels

Which KPI will executives be more responsive to?

Return on Investment (ROI)

Why is social media an important part of inbound marketing?

Social media is a one-to-one medium you can use to market in a direct, human way.

Whats a bid?

The maximum amount of money that you're willing to pay for a desired action on your ad

Bid

The maximum amount of money you're willing to pay for a desired action on your ad

In social media content, "tone" refers to:

The moods and attributes of specific content pieces, which can change depending on the channel, the situation and the audience

Which is a disadvantage to User-Generated Content?

The need for monitoring and moderation of user content is required

Why are animated .gifs useful on social media?

They can help you demonstrate complex concepts quickly

Why should you start planning the structure of your team by looking at business goals?

To help you determine what channels and content you'll need and the staffing to make it happen

Why is developing community guidelines or "house rules" important?

To let your community know how you'll interact and keep civility within your channel

How are voice and tone related?

Tone is a subset of voice

Ads based on user-generated content receive 4 times higher click-through rates

True

T/F People want to talk to people, not brands

True

True or False? Competitor benchmarking is one leading indicator of revenue success

True

True or false? A crisis plan focuses on what to do when a crisis happens on social media

True

True or false? Companies delivering customer service see an annual financial gain of 7.5%.

True

True or false? Engaging with a customer one-to-one can help a business amplify their reach.

True

True or false? Follower count is often considered to be a vanity metric

True

True or false? It's possible to pay some influencers with a gift card.

True

True or false? Live streaming on Twitter is an important part of the social network.

True

True or false? One in four consumers lose interest in a company if it doesn't use video on its social media channels.

True

What's one reason why brands may fear encouraging user-generated content?

UGC comes directly from users, and content creation is out of the brand's control

The most important thing to keep in mind when measuring social ROI is:

Using the same metric that you use for other channels

A social media audit will provide you value in all of the following areas EXCEPT:

You can negotiate rates with a social advertising vendor

Ad fatigue

an ad that was once received positively starts to show diminishing returns over time

Lookalike audiences

an algorithmically-assembled group of social network members who resemble, in some way, another group of members

lifetime value

average yearly revenue x average lifespan of customer $500 x 6 years lifetime value= $3000 - Services = $300 LTV- $2700

targetting audiences on the most common platforms

facebook and google

Average conversion rate

how often visitors to your site convert on a form and become a lead

Awareness

offers: blog posts, instructional videos Goal: traffic to your website or brand awareness Metrics: Clicks (CPC) and impressions (CPM)

Setting advertising budget

one new customer / average lead-to-customer rate = 1/10% = 10 sign-ups

When you dig deeper into the development of your buyer persona, what type of information do you want to consider?

psychographics

In the ___ stage, a social media manager needs to be able to react quickly, compassionately, and with authority. They also have to integrate social media messages to the appropriate medium and audience

response

Average lead-to-customer rate

the number of leads you generate who actually become paying customers