Deck 2: Strategic Planning With Social Media

Question 1

Which of the following uses a single phrase to encapsulate the position the brand wishes to hold in the minds of its target audience?

A)Strategic plan.
B)Creative message strategy.
C)Marketing plan.
D)Integrated marketing communications plan.
E)Positioning statement.

Answer 1

E
Explanation: E)The brand's positioning statement is a single written statement that encapsulates the position the brand wishes to hold in the minds of its target audience.

Question 2

Which of the following completes the sentence,'The _________ is a key aspect of the external environment'?

A)the organization's mission statement
B)the social media marketing strategic plan
C)the opportunities and threats
D)the social media value chain
E)brand's competition

Answer 2

E
Explanation: E)A key aspect of the external environment is the brand's competition.Analyzing competitive social media efforts and how the target market perceives those efforts is a must-do in social media marketing planning.

Question 3

The social media mix is composed of which of the following?

A)Advertising,consumer promotion,personal selling,and public relations.
B)Direct marketing,word-of-mouth promotion,telemarketing,and infomercials.
C)Social communities,social publishing,social entertainment,and social commerce.
D)Product,price,promotion,and place.
E)The traditional marketing mix plus the target market.

Answer 3

C
Explanation: C)Similar to a more traditional marketing mix,the social media mix describes the combination of vehicles the strategy will include to attain the organization's objectives.

Question 4

Which of the following questions should be answered by 'A competitive social media analysis'?

A)In which social media channels and specific vehicles are competitors active?
B)How do competitors present themselves in those channels and vehicles?
C)Who are competitors' fans and followers?
D)How do fans and followers respond to the competitor brand's social activity?
E)All of the above.

Question 5

Which strategy refers to the creative approach used throughout a campaign,which should flow from the brand's positioning statement?

A)Creative strategy.
B)Social media strategy.
C)Message strategy.
D)Creative brief.
E)Experience brief.

Question 6

A SWOT analysis is often performed during which section of the strategic plan?

A)Identifying objectives and setting a budget.
B)Social media mix.
C)Social media profile.
D)Situation analysis.
E)Selecting social media zones and vehicles.

Question 7

The trial phase of the social media marketing maturity life cycle is exemplified by which of the following?

A)Experimenting with cool new social media ways to communicate.
B)Planning social media marketing activities with clear objectives and metrics.
C)Integrating social media as a key component of the organization's overall marketing plan.
D)Thinking about social media activities in a more systematic way.
E)None of the above.

Question 8

Which positioning statement is best in line with Google?

A)The world's information in one click.
B)The computer for the rest of us.
C)Personal video broadcasting network.
D)Networking networks.
E)None of the above.

Question 9

The current problem or opportunity an organization faces is outlined in which of the following?

A)A positioning statement.
B)The social media mix.
C)The social media profile.
D)The situation analysis.
E)The message strategy.

Question 10

What are the three phases of social media marketing maturity?

A)Trial,tribulation,and strategic.
B)Trial,transition,and strategic.
C)Activation,transition,and strategic.
D)Activation,tribulation,and strategic.
E)None of the above.

Question 11

Which of the following encompasses the three tiers of strategic planning,from beginning to end?

A)Product level,promotion level,and distribution areas.
B)Business level,functional areas,and corporate level.
C)Promotion level,distribution areas,and product level.
D)Corporate level,business level,and functional areas.
E)Distribution areas,product level,and promotion level.

Question 12

Which of the following completes the sentence,'Increasing _________ is accomplished by simply purchasing more media time for advertisements'?

A)the competitive parity method
B)the objective and task method
C)the percentage of ad spend
D)the share of voice
E)the share of wallet

Question 13

Which of the following provides in-depth detail on the execution of the traditional promotional portion of a brand's marketing plan?

A)Strategic plan.
B)Marcom plan.
C)Marketing plan.
D)Integrated marketing communications plan.
E)Both B and D.

Question 14

Which of the following explains the value in strategic planning?

A)An organization comes to understand its markets and its competitors.
B)An organization becomes aware of the changing marketplace environment.
C)Organizational partners are better able to communicate and coordinate activities.
D)Helps managers better allocate time and resources.
E)All of the above.

Question 15

The process of identifying which objectives to accomplish,deciding how to accomplish those objectives with specific strategies and tactics,implementing the actions that make the plan come to life,and measuring how well the plan met the objectives is best known as which of the following?

A)Concepting.
B)Strategic planning.
C)Ideation.
D)Briefing.
E)Positioning.

Question 16

The Melbourne Metro used social community,social publishing and social entertainment to target young people between the ages of 14 and 20 in its safety campaign where the video Dumb Ways to Die went viral.Which of the following is this an example of ?

A)Marketing mix.
B)Social media mix.
C)SWOT analysis.
D)Stunt.
E)Creative brief.

Question 17

Which of the following highlights relevant aspects of the firm's internal and external environment that could affect the organization's choices,capabilities,and resources?

A)SWOT analysis.
B)External environment analysis.
C)Internal environment analysis.
D)Situation analysis.
E)Both B and C.

Question 18

Which part of the SWOT analysis refers to the internal environment of the organization?

A)Strengths and threats.
B)Opportunities and threats.
C)Strengths and weaknesses.
D)Weaknesses and opportunities.
E)Strengths and opportunities.

Question 19

Which part of the SWOT analysis refers to the external environment of the organization?

A)Strengths and threats.
B)Opportunities and threats.
C)Strengths and weaknesses.
D)Weaknesses and opportunities.
E)Strengths and opportunities.

Question 20

The one-off ploy by Skittles to let its social media presence take over its website is an example of which of the following?

A)Stunt.
B)Activation tool.
C)Social media marketing ploy.
D)Trial phase.
E)Activation.

Question 21

Apple increases their budget for social media marketing so that its respective social media marketing budget outweighs Samsung's social media marketing budget.This is an example of which of the following?

A)Competitive parity method.
B)Creative message strategy.
C)Percentage of ad spend method.
D)Center of excellence model.
E)Objective and task method.

Question 22

Which of the following is used to drive a brand's paid and owned media,extend a brand's story,and foster social experiences?

A)Activation tools.
B)Stunts.
C)Creative assets.
D)Social personas.
E)Hashtags.

Question 23

A social media mix choice is exemplified in which of the following?

A)Facebook,YouTube and Flicker.
B)A corporate blog.
C)A social
D)Google Docs.
E)All of the above.

Question 24

Which of the following completes the sentence,'A ____________ pulls people with different kinds of expertise from across the organization to participate,eliminating the internal political issues relating to who in the company has primary responsibility for social media'?

A)center of excellence model
B)silo model
C)creative message strategy
D)single solution model
E)social media mix

Question 25

Which of the following is described by Griffin Farley as a plan not for the people you reach,but for the people they will reach?

A)Proposition brief.
B)Experience brief.
C)Propagation plan.
D)Creative brief.
E)Propagation brief.

Question 26

Starbucks decides to allocate 30% of their total online marketing funding to social media.This decision represents a variation of which of the following?

A)Competitive parity method.
B)Creative message strategy.
C)Percentage of ad spend method.
D)Center of excellence model.
E)Objective and task method.

Question 27

Which of the following questions does not create answers that would form the basis for a propagation brief?

A)Who is the target audience?
B)Is there another group of people who can persuade the target audience to follow them?
C)What content will be needed?
D)What are our competitors doing in terms of social marketing?
E)How will experience engagement be extended and shared throughout the social channels?

Question 28

Which of the following completes the sentence,'Valspar featured experts,designers,architects,and contractors who all endorsed the Valspar brand in their marketing campaign,and these authority-based testimonials made up the ________'?

A)share of voice
B)positioning statement
C)social persona
D)creative message strategy
E)stunts

Question 29

Which method builds the budget from a logical base with what is to be accomplished as the starting point?

A)Competitive parity method.
B)Creative message strategy.
C)Percentage of ad spend method.
D)Center of excellence model.
E)Objective and task method.

Question 30

Which method is used to assign a set portion of the overall advertising budget for the organization to social media activities?

A)Competitive parity.
B)Creative message.
C)Percentage of ad spend.
D)Budget portioning.
E)Objective and task.

Question 31

Which of the following people will propagate a brand's message and invite others to the experience?

A)Followers.
B)Influencers.
C)Lurkers.
D)Bloggers.
E)Web crawlers.

Question 32

Which term refers to why planners need to define how the brand will behave in the social Web,what voice will be used,and even how deeply the brand will interact in the social space with customers?

A)Social personality.
B)Social brand.
C)Social persona.
D)Social tactics.
E)Social media policy.

Question 33

Which of the following statements is true?

A)Most organizations,to date,allocate a significant portion of their marketing budgets to social media.
B)Most companies plan to decrease monetary allocations to social media marketing activities.
C)Companies must create a budget when planning for a social media campaign.
D)Corporate resources do not need to be considered when setting marketing objectives.
E)Companies that are ambitious can and should set unrealistic marketing objectives.

Question 34

At which stage of the social media marketing strategic planning process does the planner elaborate on what is expected of the social media campaign and what financial and human resources are available?

A)Conducting a situation analysis.
B)Identifying the objectives.
C)Creating the experience strategy.
D)Establishing an activation plan.
E)Selecting the social media channels/vehicles.

Question 35

Which of the following completes the sentence,'Discovery is the term used to describe the____________ stage of the plan'.

A)research
B)ideation
C)briefing
D)prototypes
E)concepting

Question 36

Which of the following completes the sentence,'The GEICO gecko was developed as part of the insurance company's traditional advertising and may be employed in a social media campaign to give the company a head start in terms of consumer recognition,so in this case the GEICO gecko is a(n)____________'?

A)activation tool
B)hashtag
C)creative asset
D)social persona
E)stunt

Question 37

Which of the following terms may involve humanizing the brand,showing a vulnerability to the customer and working as a steward to customer service,or providing a value to the customer?

A)Social persona.
B)Ideation.
C)Share of voice.
D)Prototypes.
E)Concepting.

Question 38

Which of the following is considered the final stage of the strategic planning process?

A)Select the social media channels and vehicles.
B)State the objectives.
C)Create an experience strategy.
D)Execute and measure the campaign.
E)Gather insight into the target audience.

Question 39

Which of the following completes the sentence,'The target audience's ________ will include the market's social activities and styles,such as their level of social media participation,the channels they utilize and the communities in which they are active,and their behavior in social communities'?

A)demographics
B)social profile
C)social media lifestyle
D)geodemographics
E)psychographics

Question 40

Skittles determines that it must spend $100,000 in 2015 to increase its social media site awareness by 100 percent.This is an example of which of the following?

A)Competitive parity method.
B)Creative message strategy.
C)Percentage of ad spend method.
D)Center of excellence model.
E)Objective and task method.

Question 41

Which of the following is one of the most widely used social media management systems by large and small companies?

A)Owlsuite.
B)Hootsuite.
C)Salesforce.
D)SocialOomph.
E)Tweetsi

Question 42

Which of the following is not considered one of the five basic models for social media structure?

A)Centralized.
B)Wheel and spoke.
C)Dandelion.
D)Holistic.
E)Organic.

Question 43

Which multi-layered hub and spoke model is appropriate for companies with strategic business units (SBUs)that still represent a core brand?

A)Hub and spoke.
B)Dandelion model.
C)Holistic model.
D)Organic structure.
E)Centralized structure.

Question 44

Sun Microsystems tells its employees that whether in the actual or virtual world,their interactions and discourse should be respectful and professional.Which of the following is this an example of?

A)A center of excellence model.
B)A creative message strategy.
C)A social media policy.
D)An internal environment.
E)A propagation brief.

Question 45

What are the three components of a social media policy?

A)That standards of conduct be put in place which require that all online statements about the business must be honest and transparent.
B)Each employee must disclose that they are affiliated with the organization when posting in online communities.
C)Organizations keep all intellectual property and private financial information confidential.
D)Poster use hashtags to disclose the nature of relationships reflected in the posts.
E)All of the above.

Question 46

Which of the following completes the sentence,'An organizational document that explains the rules and procedures for social media activity for the organization and its employees is also known as a _________'?

A)center of excellence model
B)creative message strategy
C)social media policy
D)internal environment
E)propagation brief

Question 47

Zappos takes advantage of the fact that many of its employees participate in social media vehicles-and these enthusiastic team members promote the company in the process.Which social media structure is most likely being used at Zappos?

A)Centralized structure.
B)Organic structure.
C)Hub and spoke structure.
D)Propagation structure.
E)Dandelion structure.

Question 48

The social media department functions at a senior level that reports to the CMO (Chief Marketing Officer)or CEO and is responsible for all the social media activations with which social media structure?

A)Centralized structure.
B)Organic structure.
C)Hub and spoke structure.
D)Propagation structure.
E)Dandelion structure.

Question 49

Which of the following describes the organic structure for social media in an organization?

A)All employees represent the brand and work social media into their roles.
B)The company cannot control what employees say because anyone can sign in and respond to customer comments.
C)A company must have a well-developed social media policy in place to help guide employee behavior in social communities.
D)No one person is in charge of social media.
E)All of the above.

Question 50

Which of the following exists within the social media policy and refers to the basic expectations for employee behavior in social communities?

A)Social media guidelines.
B)Social media policy.
C)Standards of conduct.
D)Disclosure requirements.
E)None of the above.