Deck 6: Designing Digital Experiences

Question 1

Social media marketing can support the whole customer lifecycle. Which two techniques are particularly important to facilitating conversion?

A)Social media monitoring
B)Bottom-of-funnel content
C)Social sharing
D)Social media updates
E)Company and product reviews and Ratings

Answer 1

B

Question 2

Two typical middle or bottom-of-funnel content suitable for business-to-business marketers to share through social media or email marketing include:

A)Blog post
B)'Behind the scenes' video
C)Infographic
D)Return-on-investment calculator or report
E)Detailed customer case studies or testimonials

Answer 2

D

Question 3

In the Content Pyramid for reviewing types of content to share, which two types of content are relatively low effort and frequent content types to
share through social media?

A)Curated content
B)Surveys
C)Social updates
D)Reports
E)Video

Answer 3

A, C

Question 4

Reviewing the type and sentiment of social sharing and commenting is most commonly known as 'Social media… (Select two terms):

A)Reputation management
B)Listening
C)Monitoring
D)Auditing
E)Analysis

Question 5

Two types of measures that should be used to measure the commercial benefits of social media marketing which are towards the top of the social media KPI pyramid are:

A)Revenue and Profit
B)Website visits
C)Customer Satisfaction and Voice of Customer
D)Shares and Likes
E)Clickthrough rates on social shares