Exam 22: Social Media and Marketing

Identify and discuss five ideas that marketing managers should consider when setting social media objectives.

Which of the following is an example of owned media?

Danny is a 19-year-old college student and avid gamer.Based on his demographics,which of the following games is Danny MOST likely to play regularly?

Corina is a big fan of the British television program Doctor Who.She writes about her love of all things Whovian on her ______,called Wibbly Wobbly Ramblings,where readers can post comments about what she has written.

"Conversationalists" are social media users who:

Using Social Media Effectively Many marketers define their social media objectives around five core concepts: (1)listening--understanding what customers are saying and who those customers are, (2)talking--promoting products/services through conversations with customers, (3)energizing--finding enthusiastic customers and using them to sell to others, (4)supporting--enabling customers to help one another,and (5)embracing--using customers as a source of product innovation.Marketers should also keep in mind that,more and more,customers expect companies to use social media.According to a recent survey,more than half of all consumers want ongoing conversations with companies and brands-and of consumers who use social media themselves,a whopping 85 percent believe that companies should have an active social media presence.Marketers who embrace such consumers can harness the power of social media and ultimately improve profits and brand loyalty. -Refer to Using Social Media Effectively.Consumers' opinions about the value of social marketing reflect:

A movie studio wants to give fans a sneak peek of the trailer for an upcoming film.Which of the following would be the best platform for the studio to use?

All of the following are practical ideas that marketing managers should consider when setting social media objectives EXCEPT:

Social media offers more one-to-one ways for marketers to meet customers.Use this fact to identify five implications for marketers.

To leverage owned media,earned media,and paid media,marketers must follow three key guidelines.What are they?

Hallmark Cards Hallmark Cards is just one of thousands of companies that have a strong online presence.Hallmark's Twitter account and Facebook page allow the company to talk directly to customers and also lets the customers talk to each other.Hallmark Social Calendar is a Facebook app that helps users stay on top of special events like birthdays and anniversaries;customers can use the app to send electronic cards to their friends' PCs and cell phones.In addition,Hallmark operates several blogs,where it shares anecdotes about the company and often solicits opinions on various aspects of greeting card design and on ideas for gifts and their pricing.The company encourages Facebook fans to talk about their lifestyles and even upload photos of themselves so that it can better understand its market.The conversations consumers have with each other often result in interesting insights,such as gift ideas for specific occasions and the prices they are willing to pay for different gifts. -Refer to Hallmark Cards.Kimberlee is a big fan of Hallmark products.She often uploads photos of her Hallmark ornament collection to the company's Facebook page,she reads and comments on Hallmark blog posts,and she loves chatting with and tweeting other Hallmark lovers.What type of social media user is Kimberlee?

Erica was so impressed by the customer service she received from Mindware Toys that she tweeted all of her followers about her experience.Erica's tweets are a good example of owned media.

Which type of social media site allows users to post,read,rate,and comment on opinions about many different kinds of products and services?

Noah is a budding photographer who is proud of his work.He wants to share his photos with others online.Which of the following is Noah MOST likely to use to share his photos?

By far,the largest social network for gaming is:

More than _____ percent of the U.S.population owns a mobile phone.

Using Social Media Effectively Many marketers define their social media objectives around five core concepts: (1)listening--understanding what customers are saying and who those customers are, (2)talking--promoting products/services through conversations with customers, (3)energizing--finding enthusiastic customers and using them to sell to others, (4)supporting--enabling customers to help one another,and (5)embracing--using customers as a source of product innovation.Marketers should also keep in mind that,more and more,customers expect companies to use social media.According to a recent survey,more than half of all consumers want ongoing conversations with companies and brands-and of consumers who use social media themselves,a whopping 85 percent believe that companies should have an active social media presence.Marketers who embrace such consumers can harness the power of social media and ultimately improve profits and brand loyalty. -Refer to Using Social Media Effectively.One way an organization might effectively use noncorporate blogs to help achieve its social media goals is by:

Name and briefly describe the six categories of social media users identified by Charlene Li and Josh Bernoff of Forrester Research.

Sunlight Bakery wants to determine the conversion rate of its Facebook friends.To accomplish this,the bakery should use:

Facebook can best be characterized as a media sharing site.