Deck 2: Strategic Planning With Social Media

Question 1

Which of the following is done in the first step of the social media marketing strategic planning process?

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

Answer 1

D

Question 2

The three tiers of strategic planning,in order from beginning to end,are:

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.

Answer 2

D

Question 3

Which of the following depicts an organization in the transition phase of the social media marketing maturity life cycle?

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

Answer 3

D

Question 4

Which of the following depicts an organization in the strategic phase of the social media marketing maturity life cycle?

A) experimenting with cool new social media ways to communicate
B) exploring the potential for social media as a venue
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 5

The "S" in a SWOT analysis stands for:

A) social.
B) strengths.
C) strategic.
D) stunts.
E) shares.

Question 6

Which one of the following statements is FALSE?

A) Most marketers have not yet integrated social media as a key component of the overall marketing plan.
B) Most marketers currently use social media marketing tactics on a strategic level.
C) There are many marketers that use social media marketing tactics without a high level of maturity.
D) There are many marketers that use social media marketing tactics in the trial phase.
E) There are many marketers that use social marketing tactics in the first phase of the adoption cycle.

Question 7

Which one of the following statements is TRUE?

A) Most marketers currently use social media marketing tactics with a high level of maturity.
B) Most marketers currently use social media marketing tactics on a strategic level.
C) There are very few marketers that use social media marketing tactics in the trial phase.
D) There are very few marketers that use social marketing tactics in the first phase of the adoption cycle.
E) There are many marketers that use social marketing tactics in the first phase of the adoption cycle.

Question 8

Which of the following represents a consequence of social media marketing maturity?

A) Social media marketing activities are consistent with their marketing and marketing communications plans.
B) Social media marketing activities are capable of meeting specific marketing objectives.
C) Social media applications that start as one-time "experiments" often morph into more long-term and carefully thought-out communications pieces.
D) Social media promotions become integrated with the overall promotional campaigns in place to reach customers.
E) All of the above

Question 9

Which of the following depicts an organization in the strategic phase of the social media marketing maturity life cycle?

A) experimenting with cool new social media ways to communicate
B) exploring the potential for social media as a venue
C) planning social media marketing activities with clear objectives and metrics
D) thinking about social media activities in a more systematic way
E) None of the above

Question 10

A situation analysis is done in the ________ step of the social media marketing strategic planning process.

A) first
B) second
C) third
D) fourth
E) last

Question 11

A(n)________ provides in-depth detail on the execution of the (traditional)promotional portion of a brand's marketing plan.

A) strategic plan
B) creative message strategy
C) marketing plan
D) integrated marketing communications plan
E) positioning statement

Question 12

The ________ details the current problem or opportunity the organization faces.

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

Question 13

The "W" in a SWOT analysis stands for:

A) windows.
B) weeks.
C) words.
D) women.
E) weaknesses.

Question 14

A SWOT analysis is often included in the ________.

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

Question 15

Which of the following represents a consequence of planning?

A) An organization comes to understand its markets and its competitors.
B) An organization becomes aware of the changing marketplace environment.
C) Managers gain the ability to allocate limited resources using established priorities.
D) Success becomes defined and measured.
E) All of the above

Question 16

A(n)________ 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) activation tool
C) objective and task method
D) stunt
E) propagation brief

Question 17

Which of the following depicts an organization in the trial phase of the social media marketing maturity life cycle?

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 18

A(n)________ is a written,formalized plan that details the product,pricing,distribution,and promotional strategies that will enable the brand in question to accomplish specific marketing objectives.

A) strategic plan
B) creative message strategy
C) marketing plan
D) integrated marketing communications plan
E) positioning statement

Question 19

Which one of the following statements is TRUE?

A) Most marketers currently use social media marketing tactics with a high level of maturity.
B) Most marketers currently use social media marketing tactics on a strategic level.
C) There are very few marketers that use social media marketing tactics in the trial phase.
D) There are many marketers that use social media marketing tactics in the trial phase.
E) There are very few marketers that use social marketing tactics in the first phase of the adoption cycle.

Question 20

Which of the following terms describes the process of identifying 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?

A) concepting
B) strategic planning
C) ideation
D) briefing
E) positioning

Question 21

Which of the following examples represents a social media mix choice?

A) The social networking media vehicles include Facebook, YouTube, and Flickr.
B) Social publishing utilizes a corporate blog.
C) The brand utilizes the existing social game, Retail Therapy.
D) Social publishing utilizes the document sharing site, Scribd.
E) All of the above

Question 22

The "O" in a SWOT analysis stands for:

A) outlooks.
B) operations.
C) opportunities.
D) objectives.
E) occasions.

Question 23

Which of the following questions should a competitive social media analysis answer?

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 24

The uncontrollable elements that influence how well the firm operates reside in the:

A) external environment only.
B) internal environment only.
C) both the external and internal environments.
D) neither the external nor internal environments.
E) mind of the consumer.

Question 25

An organization's opportunities and threats come from:

A) the external environment only.
B) the internal environment only.
C) both the external and internal environments.
D) neither the external nor internal environments.
E) the mind of the consumer.

Question 26

All of the following questions create answers that form the basis for a propagation brief EXCEPT:

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 27

A propagation brief is based on planning for:

A) a passive target audience.
B) the external environment.
C) the people you reach.
D) an organization's competitors.
E) the people that your target audience will reach.

Question 28

For social media marketing campaigns,planners create a(n)________ to guide the development of the campaign.

A) creative brief
B) experience brief
C) stunt
D) situation analysis
E) external environment

Question 29

Management in a firm can control:

A) its opportunities and threats.
B) its opportunities and strengths.
C) its strengths and weaknesses.
D) its strengths and threats.
E) its opportunities and weaknesses.

Question 30

Which of the following best represents a positioning statement?

A) Google provides "the world's information in one click."
B) Apple seeks to make wide use of social games.
C) Sony's products are displayed clearly on their web site for customers to preview.
D) Microsoft constantly upgrades their products against viruses and potential bugs.
E) None of the above

Question 31

________ is the percentage of advertising for a brand compared to competing brands.

A) The competitive parity method
B) The objective and task method
C) Percentage of ad spend
D) Share of voice
E) Share of wallet

Question 32

________ captures the heart of what the brand is and what the sponsor wants it to become.

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

Question 33

The "T" in a SWOT analysis stands for:

A) time line.
B) targets.
C) traffic.
D) threats.
E) tools.

Question 34

Management in a firm cannot control:

A) its opportunities and threats.
B) its opportunities and strengths.
C) its strengths and weaknesses.
D) its strengths and threats.
E) its opportunities and weaknesses.

Question 35

An organization's strengths and weaknesses come from:

A) the external environment only.
B) the internal environment only.
C) both the external and internal environments.
D) neither the external nor internal environments.
E) the mind of the consumer.

Question 36

A fund-raising campaign for a college sorority might be based on a ________ of a Facebook page,a Twitter blast,and a Foursquare check-in competition at the local sorority house.

A) marketing mix
B) social media mix
C) SWOT analysis
D) stunt
E) creative brief

Question 37

Which of the following is a key aspect of a firm's external environment?

A) its mission statement
B) its social media marketing strategic plan
C) its stunts
D) its social media marketing maturity stage
E) its competition

Question 38

The controllable elements that influence how well the firm operates reside in the:

A) external environment only.
B) internal environment only.
C) both the external and internal environments.
D) neither the external nor internal environments.
E) mind of the consumer.

Question 39

A love mark:

A) is an exceedingly positive review on a social media site.
B) is a brand that commands passionate loyalty from its target market.
C) is the collection of positive word-of-mouth responses on a company's web page.
D) occurs after a brand collects 1000 "Likes" on its Facebook page.
E) is a special price promotion a company offers only its loyal customers.

Question 40

The social media mix is composed of:

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.

Question 41

________ drive a brand's paid and owned media,extend a brand's story,and foster social experiences.

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

Question 42

Which of the following characteristics is unique to the target audience's social profile?

A) demographics
B) product usage
C) active communities
D) geodemographics
E) psychographics

Question 43

Which of the following assigns a set portion of the overall advertising budget for the organization to social media activities?

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 44

Which of the following characteristics is associated with an actionable objective?

A) be specific
B) be hopeful
C) specify the desired change
D) include a time line
E) be measurable

Question 45

Benjamin Moore featured experts-designers,architects,and contractors-who all endorsed the Benjamin Moore brand in their marketing campaign.These authority-based testimonials made up the ________.

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

Question 46

________ is the term used to describe the research stage of the plan.

A) Prototyping
B) Ideation
C) Discovery
D) Briefing
E) Concepting

Question 47

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) Social media is not free.
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 48

The final stage of the strategic planning process is to:

A) select the social media channels and vehicles.
B) state objectives.
C) create an experience strategy.
D) execute and measure the campaign.
E) gather insight into the target audience.

Question 49

Benjamin Moore (a brand of paint)determines that it must spend $100,000 in 2012 to increase its social media site awareness by 100 percent.This is an example of the ________.

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 50

In which of the following stages 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) conduct a situation analysis
B) state objectives
C) create experience strategy
D) establish an activation plan
E) select the social media channels/vehicles

Question 51

Which of the following 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 52

Which of the following is the best example of an actionable objective?

A) To inspire happiness throughout the world by creating hope and wisdom on our company's Facebook page.
B) To increase site awareness by 100 percent with the addition of social commerce sharing applications by the third quarter of 2012.
C) To promote goodwill through positive word-of-mouth on our Twitter account in the not-so-distant future
D) To increase our market share through effective advertising and promotions using the vast array of social media technology.
E) To leapfrog our competition, jumping from last to first place in market share, in the next month by blitzing our customers on social media sites.

Question 53

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 54

The GEICO gecko is a(n)________ in that he gives the company a head start in terms of consumer recognition as it tries to break through the clutter of competing messages.

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

Question 55

A(n)________ is a specific statement about a planned social media activity in terms of what that activity intends to accomplish.

A) positioning statement
B) SWOT analysis
C) objective
D) experience brief
E) propagation brief

Question 56

Which of the following statements is FALSE?

A) Most organizations, to date, allocate only a small portion of their marketing budgets to social media.
B) Most companies plan to increase monetary allocations to social media marketing activities.
C) Social media is free.
D) Corporate resources need to be considered when setting marketing objectives.
E) Even companies that are ambitious can and should set realistic marketing objectives.

Question 57

Which of the following terms encompasses a brand's efforts to define how the brand will behave in the social Web,what voice will be used,and how deeply the brand will interact in the social space with customers?

A) social persona
B) ideation
C) share of voice
D) prototypes
E) concepting

Question 58

Coca-Cola increases their budget for social media marketing so that its respective social media marketing budget outweighs Pepsi's social media marketing budget.Which of the following is being characterized in this scenario?

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 59

Which of the following is based on the belief that spending the same or more than other brands on social media marketing will result in a comparable change in share of attention for the brand?

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 60

________ are the people who will propagate your message.

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

Question 61

Retail Therapy,an existing social game,would be an example of a choice categorized under the social media mix.

Question 62

A company's competitors are a part of its external environment.

Question 63

An example of a love mark is Harley Davidson.

Question 64

Benjamin Moore,a brand of paint,identified interior designers as a viable target audience for its social media marketing plan.Which of the following constitutes a characteristic that is unique to this target audience's social profile?

A) Interior designers tend to locate their businesses in cities.
B) Interior design companies average over $1 million in annual revenues.
C) Interior design companies, on average, employ more women than men.
D) Interior designers have, on average, a college degree.
E) Interior designers tend to use the Internet to gather information for decisions.

Question 65

In the ________ model,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.

A) centralized structure
B) distributed structure
C) combination structure
D) propagation structure
E) experience structure

Question 66

Benjamin Moore,a brand of paint,identified well-educated professionals with financial resources as a viable target audience for its social media marketing plan.Which of the following constitutes a characteristic that is unique to this target audience's social profile?

A) This target market makes over $100,000 a year on average.
B) This target market has access to multiple devices including desktop and/or laptop computers, smartphones, and tablets.
C) This target market uses paint to remodel their own homes.
D) This target market tends to congregate in suburban locations.
E) This target market tends to be over 45 years in age.

Question 67

Which of the following is traditionally defined in a brand's marketing plan of a target audience before a social profile is developed?

A) the target market's social activities
B) the channels that the target market utilizes
C) the communities in which the target market is active
D) the target market behavior in social communities
E) the target market's product-usage situations

Question 68

The three basic models for a social media structure within an organization are:

A) center of excellence, silo, and integration.
B) centralized, distributed, and combination.
C) internal, external, and environmental.
D) objective and task, percentage of ad, and competitive parity.
E) experience, creative, and propagation.

Question 69

Best Buy uses the ________ model: Everyone in the organization has a role in social media.Any employee can sign up to respond to customer queries on Twitter.

A) centralized structure
B) distributed structure
C) combination structure
D) propagation structure
E) experience structure

Question 70

Reviewing the position is NOT a necessary step in preparing a social media marketing strategy.

Question 71

An example of the term activation tool is when Starbucks runs social media promotions,it integrates these promotions with the overall campaign in place.

Question 72

Sun Microsystems tells its employers that whether in the actual or virtual world,their interactions and discourse should be respectful.For example,when they are in a virtual world as a Sun representative,their avatar should dress and speak professionally.Such a directive is 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 73

Share of voice is the percentage of positive responses a company collects on a social media site,such as Facebook.

Question 74

Apple's "the computer for the rest of us" statement is an example of a positioning statement.

Question 75

A center of excellence model:

A) pulls people with different kinds of expertise from across the organization to participate in social media planning.
B) assigns the social media responsibility to a discipline "silo" such as the marketing department.
C) introduces internal political issues relating to who in the company has primary responsibility for social media.
D) makes it more difficult to integrate social media applications with other marketing initiatives
E) All of the above

Question 76

Intel tells its employees to encourage comments,to cite others who are blogging about the same topic,to admit mistakes by being upfront and quick with corrections.Such a directive is 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 77

Planning is nice,but there's nothing wrong with jumping right into marketing without planning.

Question 78

An example of a stunt was when Skittles let its social media presence take over its website.

Question 79

A(n)________ is an organizational document that explains the rules and procedures for social media activity for the organization and its employees.

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

Question 80

Most companies are in the strategic phase of the social media marketing maturity life cycle.