Exam 35: Social Media and Marketing

Social media strategist Jeremiah Owyang has identified eight stages of effective listening.Which of the following scenarios is an example of "Stage 8" listening?

What is a blog? Why are blogs considered a key component in any interactive marketing strategy?

Alison visits Reddit and Digg several times each day,where she posts links to material she finds interesting.She also votes either up or down links that others have posted based on whether she liked or disliked them.Alison clearly enjoys using social news sites.

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.When Hallmark asks it customers to weigh in on product design and pricing,it is practicing:

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.Which of the following is an example of Hallmark's use of mobile marketing?

Social commerce combines social media with the basics of e-commerce.

Marcie and Alyssa are going to the football game this afternoon.Alyssa notices that Marcie is sitting at her computer,and she calls out to ask if Marcie is ready to go."Just a second," replies Marcie."I just want to tweet to everyone where we'll be." Because Alyssa knows a lot about social media,she knows that Marcie is:

A _____ allows users to decide which content is promoted on a given Web site by voting that content up or down.

Social media:

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?

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.The blog operated by Hallmark Cards is an example of a:

TwitPic,Flickr,and Photobucket are all examples of:

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?

How might a marketer use Twitter to promote a brand? How might a celebrity use Twitter to promote him- or herself? What other types of applications can Twitter can be used for?

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

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 large part of Twitter's success results from the one-dimensional nature of the platform-it is limited to text messages only,which makes it simpler for people to use than platforms that allow the sharing of photos or external links.

Because of the influence of social marketing,the interaction between producer and consumer has become LESS focused on:

All of the following are examples of social media tools and platforms EXCEPT:

Which of the following is the best description of a podcast?