Social Media Marketing - Exam 2

In the wake of COVID-19, which of the following did LinkedIn NOT implement?

#SupportSmallBusiness live show

What was the name of Starbucks social media marketing campaign that allowed customers to customize a cup with art?

#WhiteCupContest

AIDA

(Attention, Interest, Desire, Action) model: approach widely used in marketing and advertising to describe the steps that occur from when a consumer first becomes aware of a product or brand to when the consumer makes a purchase decision

Blogging has many benefits for marketers:

-Increases brand awareness by reaching a large audience -Humanizes the brand -Facilitates word-of-mouth marketing -Provides an easy way to keep customers up-to-date on industry trends and company products/services -Creates meaningful and shareable conversations with customers -Ranks well: Search engines rank blog posts higher in search results, making a brands blog content more discoverable than other content -Helps brands establish credibility and trust with customers by showing industry expertise: In fact, blogs are the fifth most trusted source for accurate online information -Increases web traffic: companies that publish 11+ blog posts per month receive 3X more web traffic, and 97 percent more links to their webpage -Helps brands get discovered on social media through social sharing of blog posts -Generates leads: B2B marketers who use blogs receive 67 percent more leads, and small businesses generate 126 percent more leads

Why should businesses get Snappin?

-It's a low-cost marketing tool and offers a sense of urgency. -Snapchat users are big buyers. -It offers a sense of urgency. -It's a low-cost marketing tool.

Pinterest algorithm is based on ______.

-Pinterest rating -source quality -Pin quality

Disadvantages to blogging

-Requires a large time commitment -Receives no instant payback: the longer you blog, the more traffic you will generate over time. -Needs updating: new blog content needs to be added regularly in order to keep readers engaged; this means brands must have a continuous flow of fresh ideas -There is a large saturation of blogs online today, making it increasingly hard for brands to compete -ROI can be difficult to measure

Types of podcast formats

-Solo commentary -One-on-one interview -Q&A -Multi-host talk show -Education-driven -Panel or round table discussion -Narrative storytelling -Fictional or non-fictional storytelling

Why are blogs so popular?

-They give everyday people a voice. -They are a great marketing tool for many businesses. -They help readers keep up to date on the latest trends and topics they are interested in. -They provide an easy way for anyone from around the world to share opinions and ideas with a large audience.

What distinguishes a blog?

-Written in first person -A collection of thoughts or expertise on a variety of topics -Inclusive of links, pictures, videos -Accessible online for free for the public -Searchable in search engines -Updated frequently -Open for reader engagement through comments, likes and shares

The campaign parameters include ______.

-contest guidelines -how winners are selected -contest submission instructions -hashtag use

Social media campaigns can live ______.

-on a company website -on an app -on social media -on a microsite

Which age group uses Snapchat the most?

13-17

The top 100 brands on YouTube are collectively uploading a video every ______.

18.5 minutes

What is the average minutes spent on Snapchat each day?

30+

LinkedIn is most used by which age group?

30-49

The average YouTube viewing session lasts more than _______ minutes.

40

A good best practice for the length of blog posts is __________.

400-1000 words

On average, how many pieces of content do B2B prospects engage with before making a purchase decision?

7

Microblogging

A specific form of blogging consisting of short frequent posts.

To set up a business account on Pinterest, a brand will need to provide a / an __________.

Email address, password, business name, website, and business category.

What is the first step in launching a social media marketing campaign?

Establish Goals

Which company used a combination of AR Lenses and Snapchat Ads to increase job applications?

McDonald's

Out of all business categories, which brand types have the most subscribers on YouTube?

Media

In the wake of COVID-19, which of the following did LinkedIn implement?

Newsletters, Coronavirus Resource Hub, and Workforce Report

Pinterest Rich Pins consist of ______.

Product Pins, Recipe Pins, Article Pins, App Pins, Carousel Pins, Buyable Pins, and Shop the Look Pins

Sparkling Ice wanted to give social media word of mouth a megaphone by rallying fans to compete against each other for the title of "Biggest Flavor Fan." What did the company have fans do?

Share Sparkling Ice related content using the branded hashtag.

Which brand launched its own YouTube original series called "Upstanders," sharing stories about ordinary people doing extraordinary things to create positive change.

Starbucks

During London Fashion Week, Burberry used _______ to tell the tale of two models planning to break into its flagship store on Regent Street in London.

Storytelling

True or False: LinkedIn Influencers are selected by invitation only.

True

True or False: LinkedIn is considered the most effective platform for B2B lead generation.

True

True or False: Snapchat also allows users to incorporate music into snaps.

True

True or False: Social media marketing campaigns have a specific start date and end date.

True

True or False: The editorial strategy will determine who will be writing and editing the blog content, as well as the subject matter experts that need to be involved to contribute content.

True

True or False: The majority of college students would purchase from a brand if sent a coupon on Snapchat.

True

True or False: Transcripts and closed captions increase the search ranking of videos.

True

True or False: Unlike a podcast, webinars are intended to be interactive with the audience in real time.

True

True or False: You can use hashtags on Pinterest.

True

According to a business Insider study, LinkedIn is perceived to be as trustworthy as

Wall Street Journal and Forbes

Which of the following is the most important for the YouTube algorithm?

Watch time

A social media marketing campaign is a coordinated social media marketing effort to communicate with a target audience to achieve__________.

a marketing or business goal

Vlogger (video blogger)

a person who posts video blogs.

Pin

a post that includes an image or video, a description, and a link back to an online source

Blog

a regular feature appearing as part of an online publication that typically relates to a particular topic and consists of articles and personal commentary by one or more authors

pins in the smart feed are prioritized as ________ as opposed to newest first.

best fit

Podcast

the audio versions of vlogs, involving recorded audio, but not recorded video. The recorded audio files are streamed online or on a mobile device and can be downloaded for offline listening. Podcasts are available on a variety of themes and topics.

Listening (monitoring streams)

used to help social media managers track social media conversations around a campaign

Which are the best days to post on Snapchat?

Any day of the week

Which of the following are small rectangle notifications that appear in the top right hand corner of a YouTube video when viewed?

Cards

To engage with Snapchatters, Grubhub hosted a week-long ______, increasing followers by 20%.

Contest

What social media campaign did Oreo create to celebrate their 100th Anniversary?

Creating and posting 100 pieces of shareable content created in 100 days.

True or False: A Snapchat filter is dynamic and a Snapchat lens is static.

False

True or False: In the wake of COVID-19, Snapchat introduced a new feature called "Covid-19 Stay Home" that provided resources from experts and proactive in-app support to Snapchatters who may be experiencing a mental health or emotional crisis.

False

True or False: Pinterest's platform growth was rapid within the first few months of being launched?

False

True or False: Snap Games allow users to be the stars of their own, short, looping videos and send them to friends using the chat feature.

False

True or False: YouTube is currently the largest search engine in the world.

False

Which type of blog is the most popular?

Fashion

True or False: During COVID-19, YouTube partnered with YouTube personalities and influencers to create new content to entertain and educate viewers.

True

What does the 4-1 rule state?

For every single piece of self-promotional content posted, share four pieces of content from others.

Which of the following companies launched a podcast called "The Message"?

General Electric

What is the top reason why LinkedIn users follow a company?

They want to stay informed on the industry.

True or False: A board is a collection of Pins presented as clustering of related ideas such as product categories, interests, and topics.

True

True or False: Descriptions will stay with an image as it gets re-pinned.

True

Vlog (video blog)

a blog in video format; involves a vlogger or video blogger taking to the camera in the first person, sharing their everyday activities

Group board

a board owned by one person who can add other collaborators who can contribute pins to that board

Board

a collection of Pins presented as a clustering of related ideas such as product categories, interests or topics

A YouTube playlist is

a collection of YouTube videos organized by categories

Webinar

a live web-based video or telephone conference that uses the internet to connect the individual or brand hosting the webinar to an audience of listeners or viewers

Shop the Look Pins

allow Pinners to find and buy products inside fashion and home decor Pins

Buyable Pins

allow for Pinners to purchase products without leaving the Pinterest app or website

Recipe Pins

allow for ingredients, cooking times and serving sizes to be included in the Pin

Product Pins

allow inclusion of pricing information for products

B2B

business-to-business: selling to a business rather than to an end-user/ consumer.

Pinterest components consist of

home feed, Pin, and boards

In-line images

images that appear within the body of a webpage.

Article Pins

include a headline, author and story description, allowing Pinners to share and save stories

Integrated Marketing Communication (IMC)

involves integrating the promotional tools in the marketing mix around a single themed idea or campaign

Geofilters are available based on

location information

LinkedIn's article publishing feature is NOT

open to companies

LinkedIn is the world's largest

professional network

Article Pins include all except __________.

recipes

The longer a video drags on, the lower / fewer its

retention

App Pins

show an install button so Pinners can download an app without leaving Pinterest

Home Feed

shows the Pins saved by people you follow on Pinterest as well as topics and boards you follow

smart feed algorithm on Pinterest is based on a combination of factors:

your interests, people and boards you follow, pins you saved earlier, your search history on Pinterest, etc