Integrated Solutions. Measurable Results.

June 2009

360i Social Marketing Playbook

Self Quiz
Directions
Take this quiz to test your knowledge of the strategies and best practices we’ve outlined in the Social
Marketing Playbook. Answers, explanations and scoring instructions follow on the subsequent pages.

Questions
1. What is the first thing a marketer should do?
a. Build a Facebook Page
b. Engage in a listening campaign
c. Come up with a big idea/underlying theme

2. In a typical interest category, are there more spectators, creators or critics?

a. Spectators
b. Creators
c. Critics

3. There are four questions that need to be asked in order to vet opportunities in social media.
Which of the following is NOT one of the main questions marketers should ask?

Does the opportunity…

a. Meet my objectives?
b. Leverage my arsenal?
c. Follow best practices?
d. Translate universally across platforms?
e. Provide value?

4. A brand should never have its home web site (or micro-site) as the hub of a social media
architecture.
a. True
b. False

5. On Facebook, your number of fans is the key success metric.

a. True
b. False

6. What definition could best describe social marketing measurement?

a. Social marketing programs success cannot be measured due to the complexity of the
medium
b. It often makes sense to create proxies that can be mapped to traditional brand metrics
such as favorability, purchase intent, etc.
c. Impressions should be mapped to gross rating points (GRPs) so marketers can compare to
TV
d. All of the above

7. The ideal tweet length is:

a. 180 characters
b. 140 characters

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© 2009 360i LLC. All Rights Reserved

 Integrated Solutions. Measurable Results.

June 2009

360i Social Marketing Playbook

Self Quiz
c. 120 characters
d. 30 characters

8. What’s the best way for large brands to spark social media engagement?
a. Branded integration deals with applications
b. Digital Word of Mouth
c. Integration with traditional marketing channels
d. SEO

9. Community management can be used to describe:

a. Twitter persona or feed management
b. Private communities designed for market research
c. Facebook Page management
d. Public communities, like Word of Warcraft
e. All of the above

10. Active listening should be a core component for every major corporation if for no other
reason than as a CRM and crisis management tool.
a. True
b. False

11. The most important thing in using social media for crisis management is:
a. Active listening
b. Having a predefined crisis management plan
c. Speaking the language of your audience while retaining your brand voice
d. All are essential for successful crisis management

12. Under certain circumstances, it’s OK for a brand to be non-transparent about its social media
outreach.
a. True
b. False

STOP! Answers & explanations follow on next page.

NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630

© 2009 360i LLC. All Rights Reserved

 Integrated Solutions. Measurable Results.

June 2009

360i Social Marketing Playbook

Self Quiz
Answers & Explanations
1. What is the first thing a marketer should do?
a. Build a Facebook Page
b. Engage in a listening campaign
c. Come up with a big idea/underlying theme

Explanation:
Before launching a specific program or coming up with a grand idea, marketers can ready
themselves for success by gathering the information needed to reach an intimate
understanding of their audience. How do your customers engage across the social landscape
and what are they saving about your brand? How is your competition utilizing social
marketing? Marketers can gain these insights by actively listening, watching, gathering and
learning from the online landscape before diving in.

2. In a typical interest category, are there more spectators, creators or critics?

a. Spectators
b. Creators
c. Critics

Explanation:
People have different levels of personal investment in social media, which Forrester Research
describes as six levels of participation or Social Technographics® (from least to most-
populated): Creators, Critics, Collectors, Joiners, Spectators and Inactives. Understanding
both the places your customers visit on the Web and how they interact can help inform the
strategy to establish a relationship with them in those environments.

3. There are four questions that need to be asked in order to vet opportunities in social media.
Which of the following is NOT one of the main questions marketers should ask?

Does the opportunity…

a. Meet my objectives?
b. Leverage my arsenal?
c. Follow best practices?
d. Translate universally across platforms?
e. Provide value?

Explanation:
Before launching a social program, consider first if the opportunity meets your brands
objectives, leverages your brand’s existing arsenal of assets (online content, celebrity
endorsements, Brand Advocates, etc.), follows the best practices of the platform and provides
value to your customers. Not every opportunity is right for every brand, and strategies rarely
translate universally across social platforms.

4. A brand should never have its home web site (or micro-site) as the hub of a social media
architecture.
a. True

NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630

© 2009 360i LLC. All Rights Reserved

 Integrated Solutions. Measurable Results.

June 2009

360i Social Marketing Playbook

Self Quiz
b. False

Explanation:
There is no single “right” architecture. Without knowledge of a brand’s objectives and unique
strategic lens, one cannot weigh in on the success or failure of its approach. Nonetheless, the
options marketers encounter when crafting an architecture can vary widely depending on the
brand, its social footprint and its objectives.

5. On Facebook, your number of fans is the key success metric.

a. True
b. False

Explanation:
The number of fans you attract to your Page is not necessarily the ultimate measure of
success on Facebook. Engaging with a targeted audience in a medium they care about and
giving them ways to share their love of your brand with their friends can lead to successes
that go beyond just racking up a fan count. You can have a successful Facebook strategy
without having a lot of fans “friending” your brand’s Page.

6. What definition could best describe social marketing measurement?

a. Social marketing programs success cannot be measured due to the complexity of the
medium
b. It often makes sense to create proxies that can be mapped to traditional brand metrics
such as favorability, purchase intent, etc.
c. Impressions should be mapped to gross rating points (GRPs) so marketers can compare to
TV
d. All of the above

Explanation:
Social marketing measurement boils down to gauging success against marketing objectives
and developing easy-to-understand proxies for those metrics to evaluate the contribution of
individual marketing components to the overall success of the program. It’s not about any one
lever – it’s about making the levers work in tandem to produce metrics that gauge
effectiveness against pre-determined objectives.

7. Active listening should be a core component for every major corporation if for no other reason
than as a CRM and crisis management tool.
a. True
b. False

Explanation:
Active listening will help identify issues early on, but sizing up the audience and each
commenter’s sphere of influence is even more important to qualify the potential ramifications
and either amplify or quash discussions from there.

8. The ideal tweet length is:

a. 180 characters

NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630

© 2009 360i LLC. All Rights Reserved

 Integrated Solutions. Measurable Results.

June 2009

360i Social Marketing Playbook

Self Quiz
b. 140 characters
c. 120 characters
d. 30 characters

Explanation:
Although Twitter gives its users 140-character limit, you can make yourself more
“retweetable” by keeping your tweets to 120 characters. This gives enough breathing room for
your followers to preface your message with @yourname.

9. What’s the best way for large brands to spark social media engagement?
a. Branded integration deals with applications
b. Digital Word of Mouth
c. Integration with traditional marketing channels
d. SEO

Explanation:
Oftentimes marketers fall into the trap of using online advertising to support online
experiences, while using traditional advertising to support offline campaigns. While there are
certainly organizational challenges when asking your traditional ad agency to incorporate
social marketing components, the efficiency gained by leveraging your investments, as well as
the promotional benefits of providing a call to action that encourages consumers to engage
more deeply, can offset the internal complexities. Co-opting marketing efforts are both
efficient for the marketer and useful to consumers because they don’t have to search for your
online presence or wait to stumble upon it – you’ve already let them know where they can
interact with you online.

10. Community management can be used to describe:

a. Twitter persona or feed management
b. Private communities designed for market research
c. Facebook Page management
d. Public communities, like Word of Warcraft
e. All of the above

Explanation:
Community management, or “community nurturing,” is an umbrella term defining a broad
range of initiatives that engage your customers once they’ve arrived at a social space. It’s not
enough to just drive people to your programs – you have to continually provide value to them
once they’ve arrived to keep the conversations flowing and nurture deeper relationships that
provide benefit to both you and your customers.

11. The most important thing in using social media for crisis management is:
a. Active listening
b. Having a predefined crisis management plan
c. Speaking the language of your audience while retaining your brand voice
d. All are essential for successful crisis management

NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630

© 2009 360i LLC. All Rights Reserved

 Integrated Solutions. Measurable Results.

June 2009

360i Social Marketing Playbook

Self Quiz
Explanation:
Listening, being prepared ahead of time and speaking the language of your audience while still
retaining brand identity are all necessary components of a comprehensive crisis management
plan. Remember, a poorly handled fumble can lead to disaster, but a thoughtful response to
issues that arise can actually lead to greater customer appreciation and loyalty.

12. Under certain circumstances, it’s OK for a brand to be non-transparent about its social media
outreach.
a. True
b. False

Explanation:
It’s never appropriate for a brand to shirk transparency. The most successful Digital Word of
Mouth programs start with transparent, authentic and personalized communication between
brand representatives and bloggers. Exclusive content, access to talent or new product lines,
sampling opportunities and interviews are the best ways to make a lasting impact with online
infuencers.

Scoring
Give yourself one point for each correct answer.

12 points: All-Pro - With a perfect score, it's on you to share what you've learned with your friends
and colleagues.

11 points: All-Star - You're one of the best, but no one is above practice. Revisit the Playbook to
keep from losing your edge.

9-10 points: Starter - Not bad. You're almost at the top of your game. Hone your skills a bit and
you could be an all-star.

7-8 points: Role Player - You've earned a passing grade but you're not yet a standout. Review the
Playbook to win a spot in the starting line-up.

0-6 points: Sent Down to the Minors - You still need some more training.

Next Steps
Read 360i’s Digital Connections blog and follow us on Twitter (@360i) to read more of our insights
about social marketing.

NEW YORK | ATLANTA | CHICAGO | DETROIT | SAN FRANCISCO | LONDON | info@360i.com | 888.360.9630

© 2009 360i LLC. All Rights Reserved