Social Media Marketing Ch 10- 14
Which brand launched its own YouTube original series called "Upstanders" sharing stories about ordinary people doing extraordinary things to create positive change
Starbucks
What was the name of the Starbucks social media marketing campaign that allowed customers to customize a cup with art?
#WhiteCupContent
On average, brands earn ________ for every $1 spend on influencer marketing.
$6.50
TikTok users in a span of one month shows:
- 68% of users watch someone else's video - 55% upload their own videos
Which of the following are influencer personas types?
- Academic - Business Leader - Celebrity - Industry Expert
Which of the following are characteristics of a good influencer?
- Authenticity - Engaging - Activity - Reach - Credibility
TikTok's algorithm works on factors such as:
- Your individual settings: country, language, device - Video information: hashtags, captions, sounds, genre - User interactions: the types of videos you interact with, accounts you follow, who you engage with
A benefit of employee advocacy for an employee is __________.
- career goals - increased employee engagement thought leader and grow personal brand - network growth
The campaign parameters include ______.
- contest submission instructions - contest guidelines - how winners are selected - hashtag use
A benefit of employee advocacy for an employer is __________.
- higher customer retention - increased brand engagement - increased business - trust in employees
Social media campaigns can live ______.
- on a company website - on social media - on an app - on a microsite
To track the success of an employee advocacy program, you must _______.
- track the traffic to a post. - determine audience growth. - track engagement rate. - track employee participation growth.
Why are blogs so popular?
-They help readers keep up to date on the latest trends and topics they are interested in. -They are a great marketing tool for many businesses. -They give everyday people a voice. -They provide an easy way for anyone from around the world to share opinions and ideas with a large audience.
Which of the following are ways brands can use influencers?
-Using influencers to promote a brand's content by posting on their own social media channels. -A social media account takeover. -Give influencers free products to try in exchange for a review or a mention on social media. -Invite influencers to be guest bloggers.
What are the four key takeaways that marketers can begin using TikTok?
1. Start a branded channel 2. Collaborate with influencers 3. Start a hashtag challenge 4. Run TikTok advertising
The top 100 brands on YouTube are collectively uploaded a video every ______.
18.5 minutes
The average YouTube viewing session lasts more than ____ minutes
40
A good best practice for the length of blog posts is _____.
400 - 1000 words
General TikTok stats: #5
68 billion hours were spent on TikTok in 2019 worldwide
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
General TikTok stats: #2
According to the "Digital Report," there are 689 million monthly active users
TikTok videos:
At least 15 second videos but can be as long as 60 second. (Incorporating music, filters, editing effects - lip-syncing or dancing videos)
The concept of AIDA as a model for marketing stands for _______.
Attention, Interest, Desire, Action
Which of the following are small rectangle notifications that appear in the top right hand corner of a YouTube video when viewed?
Cards
What social media campaign did Oreo create to celebrate their 100th Anniversary?
Creating and posting 100 pieces of shareable content created in 100 days.
What is the first step in launching a social media marketing campaign?
Establish goals
What is the first step in creating a social media influencer marketing strategy?
Establish your goals
Which social network is the most popular for employees sharing company-related content online?
True or False: An employee advocacy program will increase the cost of social advertising on Instagram and Facebook.
False
True or False: In order to succeed in an employee advocacy program, you must force employees to participate.
False
True or False: YouTube is currently the largest search engine in the world?
False
Which type of blog is the most popular?
Fashion
Which of the following companies launched a podcast called "The Message"?
General Electric
General TikTok stats: #1
In 2020, TikTok moved from 16th place to 10th place thanks to usage almost tripling among 16-64 year olds, going from 8% to 23.6%
In which way did travel agency Contiki use social media influencers to increase awareness among 18-35 year olds?
Invite them on a trip around the world and had them document the trip.
Which of the following is NOT a benefit of influencer marketing with social media?
Less Credibility
General TikTok stats: #3
Music is the cornerstone of the TikTok platform
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 of the following is NOT conducted DURING a social media marketing campaign?
Share results
To get employees to "buy in," you must
Show how participating will benefit them
Which of the following would NOT be considered under the campaign budget and resources?
Social Media content calendar
A social media influencer is ______.
Someone who exerts his or her influence through social media
General TikTok stats: #8
The average engagement rate on the app is 29%
General TikTok stats: #7
The average user opens the app 8 times a day
General TikTok stats: #6
The average user spends 52 minutes each day on the app
Which is an example of employee advocacy?
The promotion of a company or brand by employees who share information about their company's brand, product, or services in their social media networks.
Which platform did Chipotle leverage for the #ChipotleLidFlip challenge?
TikTok
General TikTok stats: #4
TikTok is the 6th largest social network
TikTok has 800 million active users worldwide.
TikTok is the 9th in social network sites (ahead of LinkedIn, Twitter, Pinterest and Snapchat)
True or False: COVID-19, Youtube partnered with YouTube personalities and influencers to create new content to entertain and educate viewers.
True
True or False: Influencer marketing is the fastest growing method to attract new customers.
True
True or False: On LinkedIn, employees that share content regularly grow their network 4 times faster than those that don't.
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 Teenage YouTube subscribers trust influencers opinions over traditional celebrities.
True
True or False: To participate in an employee advocacy program, an employee must have a complete understanding of what it means to represent the company online.
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
Which of the following does NOT distinguish a blog?
Written in 2nd person
A YouTube playlist is
a collection of YouTube videos organized by categories
Which of the following is NoT a benefit of blogging?
decrease brand awareness
Which of the following is NOT a disadvantage to blogging?
instant payback
Out of all business categories, which brand types have the most subscribers on YouTube?
media
The longer a video drags on, the lower / fewer its
retention
What is a vlog?
video blog
Which of the following is NOT a podcast format?
video talk show
Which of the following is the most important for the YouTube algorithm?
watch time
TikTok "content houses" or "collab houses"
young social media influencers are housed together (create impressive backdrops for their videos) and rental fees are covered by talent agents or managers who broker deals and contracts with brands.
