What are the two main types of measures that will help you determine the results of the social media campaign quizlet?
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tone, legal aspects and response are part of the style guide: Show
tone- there are guidelines in the style guide to tell the employees how to correctly respond to users comments, and what kind of tone you will use legal restrictions- how to stay within the legal restrictions put in place; in the style guide you will see and understand all the things you are supposed to do as a social media marketer and the things i am supposed to avoid response and formatting guidelines- in terms of making sure if your response is appropriate, talk to the customer on the social media space or you think that an appropriate response could be maybe giving them a reimbursement.. response can come in different forms. using proper formatting guideline can help a company respond to a number of different responses. Engagement metric Number of engagement actions (likes, shares, comments, etc) post receives relative to # of followers Higher it is, the more your are resonating with audience Formula: Add all of the likes, comments, shares, etc of a post / total # of followers on that account X 100 Can do this with top 3 posts on social media audits or lowest engagement posts that missed the mark Benchmark for this metric is different on every platform For EX: Facebook and Twitter, for example, typically have lower engagement rates (e.g., 0.5 to one percent). Instagram, on the other hand, is known for its relatively high engagement rates (e.g., three to six percent). Recommended textbook solutionsMyers' Psychology for AP2nd EditionDavid G Myers 900 solutions Psychology: Principles in Practice1st EditionSpencer A. Rathus 1,024 solutions Psychology1st EditionHOUGHTON MIFFLIN HARCOURT 1,007 solutions A Concise Introduction to Logic12th EditionPatrick J. Hurley 1,933 solutions Upgrade to remove ads Only SGD 41.99/year
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Get faster at matching terms Course 5 Terms in this set (59)What things should you align to make your campaign successful? SMART goals, KPIs, and Ads Manager Objectives If your business had this goal: "We want to increase how many people our ads reach 10x over the next week", you would probably choose the following: KPIs: Total Reach, Followers Why is data important? Helps you better know who your customer is What are some places where you can find data to help you in your evaluations? Facebook Ads Manager and Insights What's the most important thing you need to do before analyzing your data? Solidify your goals so you know what to look for. How do you calculate ROAS? Revenue/Advertising Costs Calla & Ivy spent $500 on advertising for a new subscription. It generated 100 leads, and 50 went on to purchase a yearly subscription at $50 a piece. What would the ROAS be on that campaign? The ROAS is 5. (50 leads times $50=$2500/$500 ad spend.) What is the difference between ROAS and ROI? ROAS looks at spending on ad campaigns; ROI looks at the bigger picture spending ROAS is a more narrow measurement focused on your ad ad campaigns What is the Cost Per Result? It measures how much it costs for a customer to take a desired action How much do you spend per customer action, like a link click, app install, or conversion. What are some things you need to take into account when you measure Cost Per Result? Goals of the campaign You should look at multiple factors when evaluating the success of your campaign. Which demographic would you keep
running ads to, and which would you pause? (Consider this one campaign.) Keep running ads to #2; pause #1 Demographic 2 is gaining more returns, making it more cost-effectively in comparison to Demographic 1. What is customer lifetime value or LTV? A measurement of the profit you'll receive
from a customer over their relationship with you LTV does all of the above while giving you a glimpse at customer loyalty. If a customer comes into your business twice a week and spends $5 each time, and they've been a loyal customer for fifteen years, what is their LTV? $5/each purchase equals $10/week, equals $520 a year, equals $7,800 over fifteen years. What will have the biggest impact on increasing LTV? Better customer service Retaining customers for the long term is going to be most affected by customer service How did Imra calculate the ROAS of the Spring subscription package? Revenue divided by the ad spend This is the formula for ROAS. How did Imra calculate the ROI of the Spring subscription package? Revenue minus investments, divided by the investments. This is the formula for ROI. Why is there a difference in the ROAS and the ROI? ROAS looks at revenue compared to ad spend, whereas ROI factors in investments ROAS looks at just what was made from a campaign, instead of including investments, COGS, overhead, etc What are some factors that affect your Cost Per Result? Audience How does DCB Cleaning figure out their Cost Per Results? Amount spent on the campaign ($850) divided by the number of results for that campaign (1,000) How does Calla & Ivy figure out their Cost Per Result? Amount spent on the campaign ($850) divided by the number of results for that campaign (7,000) How did James determine the LTV of his small business customers? Avg. purchase value ($2000/yr) x avg. purchase frequency (1 year) = $2000 avg. customer value X avg. customer lifespan (10 years) = $20,000 This is the formula for LTV for small businesses. How did James determine the LTV of his large corporate customers? Avg. purchase value ($6000/yr) X avg. purchase frequency (1 year) = $6000 avg. customer value X avg. customer lifespan (5 years) = $30,000 This is the formula for LTV for large businesses. What did the different lifetime values show? Which segments to target for higher profit What could the effect be of using ITT (Intention to Treat) on the incremental impact of your campaign results? The incremental impact you observe may be lower If you use intention to treat, it means that people who end up not being exposed to your ad still remain in your treatment group. So, on average, the incremental impact of your campaign may be lower as the people who did not see your ad are probably less likely to take action. Experiments use a treatment and a control group. Which of the following correctly describes how the treatment and control group differ when testing advertising effectiveness? The treatment group may see your ad, the control group won't see your ad People in the treatment group receive 'the treatment', in this case, they may see your ad. People in the control group don't see your ad. When you decide to run an advertising effectiveness study using experiments, which 2 conditions should be met to make your study powerful? The advertising effectiveness test should use a randomized controlled trial (RCT) design and use intention to treat (ITT) Those two conditions will help guarantee that you can see the true incremental impact of your campaign. Why should you randomly assign people to the treatment or the control group in an advertising effectiveness test using experimental design? Randomization helps to control for external effects, or variables that are harder to control. By randomly assigning people you try to vary the influence of external factors evenly across groups. When you run an experiment involving people, you cannot control all external variables that affect people's daily lives. Since you don't want any particular variable to influence one group more than the other, randomly assigning people to a group helps. What does it mean if an experiment uses 'Intention to Treat (ITT)'? ITT means that people who are assigned to a treatment group will stay in that treatment group, even if they did not receive the treatment for some unforeseen reason With ITT people remain part of the treatment group, whether they ended up receiving the intended treatment or not. In the case of advertising this means that people remain part of the treatment group whether they saw the ad you intended for them or not. Imagine you work in the marketing department of a large electronics company. You are planning to set up a
new conversion campaign on Facebook focused on generating online sales for computer monitors. By setting up a Holdout Test before the campaign starts running A Holdout Test specifically measures the effect of your advertising on conversions. You must start it before the campaign begins. How might a Brand Survey Test on the Facebook platform help an advertiser? It shows the incremental lift in ad recall caused by a brand awareness focused campaign, thus helping to evaluate the effectiveness of that campaign These are the people who may have received "treatment". Treatment here being exposure to your ad. Why is it important to randomly assign people to the control or the treatment group in an experiment? It helps to minimize the effect of external variables outside of your control on the results Randomization distributes people with certain characteristics between the control and the treatment groups, which creates groups that are as similar as possible. What do we mean by 'control group' in an experiment? The group that won't be exposed to the treatment The control group does not see the ad, the treatment group may be exposed to that ad. The Facebook pixel can track conversions made on what platform? Website The Facebook pixel is a piece of code for your website that lets you measure, optimize and build audiences for your ad campaigns. What does it mean when Facebook says it uses Intention to Treat (ITT) in advertising effectiveness tests? A Holdout Test measures the effect of your ads on conversions, whereas a Brand Survey Test measures the effect of your ads on ad recall and other brand related metrics measured through the use of a survey Holdout Tests and Brand Survey Tests are both useful tools, but you need to choose the correct one based on the objective of your campaign. Imagine you ran a Holdout Test for your Facebook campaign and you find the following information in the report of the results: ... Imagine you ran a Brand Survey test for your campaign on Facebook and it is clear from the report
that the confidence level for your test is low. In fact, it says in your report: "the chance that your Facebook ads caused brand lift is 63.2%". ... What does the confidence level in an A/B test tell you? The percent chance you will find the same winner if you ran the same test again The confidence level tells you how confident you can be in your test and how likely you are to find the same results if you repeat the test with the same settings. In which of the following scenarios would an A/B test be helpful? (Select all that apply) If you would like to know which audience group your ad performs best in If you want to optimize the copy (the text) in your ad If you have two different images you could use in your ads and you want to know which image would generate most results The results of an A/B test on the Facebook platform include which of the following 2 elements? The winner of the test (version A or version B) and the confidence level for the test Those are the two most important parts of the test results. Which of the following is true when setting up an A/B test in Facebook? There is no control group What does the confidence level of an A/B test tell you? It tells you what the chance is of getting the same winner if you ran this test again. In an A/B test, the confidence level gives you the percentage chance that you will get the same results if you run the same test again.
Imagine you work in the marketing department of a large clothing retailer. You are working on a 'year in review' presentation and you would like to show how your advertising on different platforms (TV, radio, Facebook and Youtube) contributed to sales for the denim line you introduced this year. Marketing mix modeling study A marketing mix modeling study is needed when you have advertising across multiple platforms, like TV, Radio, and Facebook. Imagine you are planning a campaign for scented candles on Instagram. You have several images of the candles you want to promote, but you are not sure which image will work best. Conduct an A/B test as part of the Instagram campaign in which you create two ads that are identical except for the image When you are only testing two variations of one variable, you use an A/B test to determine which version will produce the best results. Which of the following is correct about a last click attribution model? It gives all the credit for a conversion to the last ad a user clicked on before converting Even if a person clicks on multiple ads, it assumes that the last ad they clicked on is solely responsible for the conversion Why may advertisers want to use attribution modeling studies? Attribution modeling can help advertisers understand how much influence their ads on different platforms had on their result This can in turn then influence how the advertising budget it spent. You are working on a campaign with the objective to drive app downloads. You have created an audience on Facebook for your campaign. But, you also have a list of emails from people who have downloaded an app from you before, and you plan to create a custom audience using that
list. You can run an A/B test Because you are only changing one variable, in this case the audience, running an A/B test is the right way to go. Both A/B tests and Attribution Modeling studies help you to optimize your advertising, but how do they differ? A/B tests help you to optimize within a campaign, whereas attribution modeling studies help you to optimize your budget across campaigns across platforms A/B tests help you optimize when you are first creating a campaign. Attribution modeling studies can be used after you've run campaigns on various platforms. Which of the following describes some of the most common challenges we face when measuring advertising effectiveness? It's not always easy to connect data from different platforms and devices. Also, connecting all the advertising touchpoints to one individual user can be challenging These are both major challenges when trying to measure advertising effectiveness across platforms. In A/B testing in advertising, it's best practice to only change one variable at a time between the version A and B of your ad. Why is that? When you only vary one variable and leave all other aspects of the different versions of the ad identical, then you will know exactly which variable was responsible for the difference in results If you vary more than one variable, you won't know which variable really made the difference. What's the goal of presenting your campaign results? To show what actions you took to achieve your goals What should your presentation begin with? Goals You should always start with the goals you created — everything stems from them. Why would you state your objectives? To show how you'll put your goals into action Why is it good to state your KPIs before talking about creating your campaign? Since KPIs are tied to goals and objectives, it shows you're thinking through every step of your campaign How much information should you give about your campaign? An overview of how you set up your campaign, including intentions, audience, placements, duration, and budget You wouldn't want to explain everything in detail, so these items cover what your audience would need to know. What data points might you include when talking about awareness campaign results? Ad recall, reach, and impressions You would share these data points in your presentation. What data points might you include when talking about consideration campaign results? Link clicks, engagement, and landing page views What data points might you include when talking about conversion campaign results? Purchases, add to cart, and payment info What would you do when asked about causal relationships? Point to the results of your experiments Why would you include plans for future campaigns in your presentation? To show that you've drawn conclusions from your data that can be used to iterate Sets with similar termsExperimental Design98 terms joel_mohr Chapter 8 Marketing research53 terms JenJen5720 Business Research Ch 0957 terms mrstambaugh33 chapter 8 research85 terms ariel_mccombs Sets found in the same folderROAS & ROI Practice10 terms CarlaYorkston Cost Per Result Practice Quiz10 terms CarlaYorkston Facebook Blueprint Certification97 terms christopher_morrow64 Evaluate Your Marketing Results Against Goals10 terms CarlaYorkston Other sets by this creatorCompany Policies14 terms CarlaYorkston Member of the Family B1-B227 terms CarlaYorkston Phone Calls8 terms CarlaYorkston Video CV B1-B222 terms CarlaYorkston Verified questionsECONOMICS How does competition among firms benefit consumers? Verified answer
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Why should social media managers begin the budgeting process for their social marketing program well before final budget numbers are settled quizlet?Why should Social Media managers begin the budgeting process for their social marketing program well before final budget numbers are settled? To make the most persuasive and data-driven case possible for influencing how much will be awarded.
What does a social media strategy do for your organization quizlet?Provides clarity, documentation processes and policy to optimize workflow and adherence to best practices across the organization.
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