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?

twitter

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