MKTG 199
The text describes the Persona Development Cycle as having what three elements?
- Identify persona roles (including buyer persona) - Identify the needs and situational triggers for each persona - Develop messaging objectives
What are the three steps a social media marketer should take when taking responsibility for a mistake?
1. Acknowledge the situation and take responsibility. 2. Apologize and identify what resolution is needed. 3. Act or implement resolution or identified changes and let the affected individual know what is being done.
Identify two ways that social media marketing differs from traditional marketing.
1. Control vs. Contribute: Traditional marketing attempts to control the message, while social media marketing is about engaging users and getting them to contribute to the conversation. 2. Trust Building: Social media marketing is about developing trust with consumers and building relationships with them.
In order to be a successful social media marketer, you need a number of technical and personal skills. Which of the following is not considered vital? Answers: 1. Basic computer skills 2. Good listening skills 3. Strong reading and comprehension skills 4. A big ego 5. A sense of humor
A big ego
A persona can be defined as
A detailed profile of a particular subset of people within the broad target audience.
A white paper is defined as Answers: 1. A government publication. 2. An article that does not pitch a particular product or company. 3. A technical document that describes how a product solves a particular problem. 4. An article written for a business audience. 5. A technical and marketing focused article.
A technical document that describes how a product solves a particular problem.
The primary difference between a podcast and a webinar is
A webinar is designed to be interactive
What is an article directory?
A website where users submit articles for syndication.
A podcast is
An episodic digital audio or video file that can be downloaded conveniently.
What is a blog?
Any social media website that allows a user to post updates.
Why is it important to listen to conversations about a brand?
Comments can help a company understand how it is perceived and where opportunities may lie.
What is the primary lesson behind the United Breaks Guitars case study?
Companies must be active in monitoring their brands online in order to respond in a timely manner to customer issues.
Which of the 8 C's refer to understanding the etiquette, nuances and spoken or unspoken rules of a particular social media platform?
Comprehend
Adam Curry faced all of the following challenges with podcasting, except: Answers: 1.Convincing people that podcasting was worthwhile. 2.Creating ways for people to find and listen to podcasts. 3.Identifying revenue streams to develop podcast technologies. 4.Developing technology to deliver podcasts. 5.Developing programming and content for podcasts.
Convincing people that podcasting was worthwhile.
What is a common issue with social media marketing plans?
Defining the target audience too broadly .
Which of the following is NOT an important aspect to social media marketing? Answers: 1. Creating buzz through content to attract attention 2. Finding ways for the fans and users to share a company's message through various social channels 3. Ensuring the product message is always paramount 4. Developing two-way online conversations with users 5. Monitoring and responding
Ensuring the product message is always paramount
Webinars are a great tool for gauging audience reaction. T or F
FALSE
According to the text, social media is only being adopted by younger populations TRUE OR FALSE
False
The Long Tail is important because it explains why a few popular blogs see large, generic audiences. true or false?
False
When dealing with a controversial post, it is safest to just delete it true or false
False
What is the first step when publishing and distributing an article as part of a marketing strategy?
Identify the content that will interest the target audience.
Which of the following is not a brand building goal?
Increase sales of a product or service
Which of the following is not considered a social media marketing goal?
Increasing the number of Facebook fans & Twitter followers
What content is important to include in a white paper?
Industry specific acronyms and marketing phrases.
Colgate Palmolive:
Is an example of how a company used persona development to successfully determine what its potential consumers are doing on social media.
Syndication is important for blogs because
It allows bloggers to promote content in other channels to new audiences.
Why is social media so attractive for consumers?
It gives the consumer more power.
A content strategy is important for a blog because
It helps a blogger create relevant content the audience will engage with.
Why is the Social Technographics Ladder useful?
It provides a set of persona profiles for a company to reference.
Which of the following is one way to manage the time invested in social media marketing?
Leverage tools like Hootsuite that are designed to improve efficiencies.
When developing social media strategies, it is important that companies
Make sure to adapt them to their individual strengths, weaknesses, opportunities and threats.
The Persona Development Cycle does not include: Answers: 1. Listing the needs of all personas 2. Identifying all personas by role 3. Determining the situational triggers of the persona 4. Mass messaging 5. Developing purpose oriented goals for communication with each persona
Mass messaging
Social media marketing goals must be flexible because
New developments sometimes occur while using social media.
The primary difference between articles found in directories and those in newspapers and magazines is that
Newspapers and magazines provide editorial oversight.
Which is a true statement? Answers: 1. B2B firms cannot benefit from social media. 2. One-third of U.S. adults use the Internet to comment on products and services. 3. Social media is only for certain companies and industries. 4. Monitoring social media is an inefficient use of company time. 5. Most people do not spend that much time using social media.
One-third of U.S. adults use the Internet to comment on products and services.
According to the text, the definition of social media marketing is using social media to
Positively influence consumers toward a desired action.
According to the text, why is it important to choose an articulate host or moderator for a podcast?
Recorded audio can amplify speaking quirks.
An article differs from a blog in what way?
Selected Answer: An article is longer and goes into more detail.
How does an e-book differ from a white paper? Answers: 1.An e-book is written in a lighter tone. 2.An e-book is longer than a white paper. 3.White papers focus on the technical aspects of a product. 4.E-books require a prominent call to action. 5.White papers are always distributed in PDF format.
Selected Answer: An e-book is written in a lighter tone.
Which of the following is not an example of permission marketing? Answers: 1.Signing up for an email newsletter. 2.Becoming a fan of a Facebook business page. 3.An online ad viewed on a mobile phone. 4.Subscribing to a company's 5.YouTube account. Responding to someone on Twitter .
Selected Answer: An online ad viewed on a mobile phone.
Which of the following is a true statement? Answers: 1. Articles are better lead generation tools than either e-books or white papers. 2. E-books are typically distributed offline. 3. E-books are primarily used in B2B marketing. 4. E-books and white papers have a high perceived value. 5. Successful white papers include a sales message.
Selected Answer: E-books and white papers have a high perceived value.
Which of the following is not considered one of the rules of engagement? Answers: 1.Having a personality 2. Being nice 3. Staying on topic 4. Using social media channels as intended 5. Entertaining your audience
Selected Answer: Entertaining your audience
White papers are generally intended to
Selected Answer: Help consumers before they make a purchase.
Which of the following tactics was not part of the Fiskars social media strategy?
Selected Answer: Implement a public relations campaign targeting hobbyists
Why is it important to understand the rules of engagement in social media?
Selected Answer: It helps avoid potentially costly mistakes
What makes the Marriott blog stand out from other corporate blogs?
Selected Answer: It is not about disseminating press releases.
Why is user generated content is taken more seriously by consumers?
Selected Answer: It is seen as unaffiliated.
The passive engagement strategy focuses on
Selected Answer: Listening.
Brevity is important when creating videos because
Selected Answer: People have short attention spans.
What was the main challenge identified in the Old Spice Guy case study?
Selected Answer: Positioning the body way as masculine while marketing to women.
Why is it important to be conservative when dealing with potentially unethical situations?
Selected Answer: Potentially detrimental actions can have long term effects.
Which of the following is a true statement? Answers: 1.The majority of online videos that fail to spread within the first 24 hours never become popular. 2.Secondary sharing describes when content is shared by people who do not have connections with the content creator. 3.YouTube's opinion leaders are those more likely to have posted an online video. 4.Secondary sharing is the most important stage to establishing a video's audience. 5.Primary sharing explains when fans and friends begin spreading a video.
Selected Answer: Secondary sharing is the most important stage to establishing a video's audience.
According to the social media rules of engagement, which of the following is not recommended? Answers: 1. Sending an untargeted message on Twitter as a tweet 2. Providing context when trying to connect with someone 3. Sticking to a marketing message regardless of the social channel 4. Talking about music tastes on Facebook 5. Not deleting less than positive comments or reviews on your social profiles
Selected Answer: Sticking to a marketing message regardless of the social channel
The important breakthrough that made podcasting possible was
Selected Answer: The development of RSS technology.
What should be considered when determining how long a podcast should be?
Selected Answer: The proposed format and amount of content available.
Why are interviews important when writing a white paper?
Selected Answer: They may provide new information that is not widely known.
Why were Blendtec's videos so successful?
Selected Answer: They showed the benefits of the product in a creative and entertaining manner.
Why should a white paper include visual aids, short paragraphs and informative titles?
Selected Answer: To ensure it is easy for readers to scan.
The text identifies what mistake that companies make with white paper and e-book marketing?
Selected Answer: Treating them as a pure marketing platform.
How has the Internet changed, according to the text?
Selected Answer: Users can now create content in addition to consuming it.
Which statement is false? Answers: 1.Focusing on solid content is key to monetizing videos. 2.Vimeo and YouTube offer ways to monetize videos. 3.To successfully monetize videos it is important to promote the channel on other websites. 4.Updating videos frequently is one way to generate more clicks and ad revenue. 5.Understanding video analytics helps with better creating content for a target audience.
Selected Answer: Vimeo and YouTube offer ways to monetize videos.
Specialized, niche content is
Selected Answer: the best way to build a blog audience.
What does the Hubspot case study illustrate?
Selected Answer: A strategic approach to social media is the only way to produce solid, measurable results.
One reason that video creates a stronger connection with consumers is
Selected Answer: Because viewers are more vested in content when there is a human face attached.
Why is the continuity of a theme important with videos?
Selected Answer: It is more likely to convince a viewer to watch other videos and to subscribe to a channel.
Dell's social media case study illustrates that
Selected Answer: Social media can be more than just a communications tool, becoming an important part of the business process.
Why is communicating with citizens from countries other than the U.S. important for a social media marketer?
Selected Answer: Social media is international, with adoption and usage on the rise in many countries.
Which of the following is a true statement?
Selected Answer: There has been tremendous growth in social media monitoring software, especially for blogs.
According to the text, which of the following is not one of the issues businesses have with social media? Answers: 1.Companies start with the end in mind 2. A company tries too many approaches at great cost and effort 3. Businesses have no social media objectives 4. The results from social media marketing take too long 5. Setting up a Facebook page is complicated.
Setting up a Facebook page is complicated.
What is the primary different between social brand building and traditional brand building?
Social brand building is what people say about a company.
According to the text, the reason why social media marketing is such a growth industry right now is because corporate marketers are planning on using external resources for their new social media efforts. T or F
T
A call to action can be defined as
The action you want someone to take at each stage of your marketing campaign
One of the challenges with using podcasts in a marketing plan is
The commitment required to creating the podcast content.
Why has video sharing increased in popularity?
The cost of video equipment has declined.
Which statement is true? Answers: 1. Personas are not required to identify the optimal target audience. 2. The secondary optimal target audience is that segment that is has only one of the three attributes described in the text. 3. There is less competition for the optimal target audience than for other personas. 4. The optimal target audience represents a very small segment of the overall target audience. 5. It is easier to identify the optimal target audience on traditional marketing channels.
The optimal target audience represents a very small segment of the overall target audience.
Why is it considered important to focus on the buyer persona?
They are the ones who make the purchasing decisions
Why do marketers often have difficulty with social media marketing?
They do not begin with a plan, but instead start of in a random direction or try many different approaches with any strategy behind the actions.
Why are messaging objectives important?
They help provide the persona with the information they need to make a purchase or other conversion.
What is a target audience?
Those consumers, or group of consumer, that a company or brand has decided to try to reach with its marketing strategies. It can include both those most likely to purchase, as well as those who exhibit interest in similar values and ideas.
Which of the following is considered the earliest ancestor of social media?
USENET
How are podcasts delivered to an audience?
Via podcast hosting directories
Which is a false statement? Selected Answer: 1.Wahoo shifted to social media because it was unsuccessful with traditional media. 2.Wahoo's objective was to make its food part of the lifestyle of its target audience. 3.Wahoo succeeded in social media because its personas were considered authentic and its target audiences identified with it 4.Wahoo created content for its target audience, but it also used content created by its target audience. 5.Social media was an efficient way for Wahoo to communicate to its target audience.
Wahoo shifted to social media because it was unsuccessful with traditional media.
Robert Scoble
Was able to build a blog-based focus group for Microsoft and help the company respond to user feedback.
At what point does a brand stop developing personas?
When the cost of finding information about a new subset of a persona is greater than the benefit of marketing to that subset.
Social media marketing is a form of what type of marketing?
Word of mouth
No follow means:
articles that prevent search engines from following article links, blocks search engines form associating articles with that site.
The most popular channel used to share information online is
Targeting a wider section of a target audience means a company can reach more people. Answers: True False
false
When developing personas it is important to identify constraints right away, as those are a sign to avoid a particular persona. Answers: True False
false
Permission vs interruption marketing
permission: costumer consent to being marketed. interruption: interrupt a view from what he or she is doing and make them watch a marketing message
The Social Technographics Ladder identifies personas based on both what they are doing on social media sites along with where they are doing it. Answers: True False
true
