Chapter 3

While waiting in line to make a purchase at Best Buy, Joanie sees signs reminding her to visit its website for online specials and to sign up right now on her smartphone for the Best Buy Loyalty Rewards Program. Other signs remind her that Best Buy will match competitors' prices on any item it sells. This is an example of which 4E framework?

Educate

Julian and his friends log on to an app at the mall. They follow a series of challenges in participating stores, which include snapping pictures of different products and bumping phones with other shoppers. The winner receives a coupon for the food court. What game are they participating in?

SCVNGR

Which of the following is the most effective technique used by retailers to combat lost sales from price check apps used by customers shopping in brick and mortar stores?

arming salespeople with smartphones so they search inventories and place orders online

Social media

content distributed through online and mobile technologies

Southwest Airlines operates a blog called "Nuts About Southwest." A group of employees share the responsibility for posting items of potential interest to customers—for example, short videos about Southwest's travel destinations, articles (with photos) about special events, and news about airline promotions. "Nuts About Southwest" is an example of a:

corporate blog

This type of thought-sharing site typically provides the highest level of control for companies.

corporate blog (created by the company itself)

Carol loves to experiment with unique uses of computer animation. Every time she finishes a project, she uploads a video to YouTube and then posts the link on a variety of social networks where she participates. What segment of social networking users does Carol belong to?

creators

How is the cost to companies and entrepreneurs using Google Analytics calculated?

free for everyone

Suppose that the Chipotle restaurant chain held a competition offering free food for a year to the customer who visited—and checked in—to the largest number of Chipotle restaurants via the FourSquare mobile app. This promotion would be an example of:

gamification

One measure of traffic from visitors on sites, the total page requests, is measured in units called:

hits

When measuring social media effectiveness, we observe that some people's posts and other content get a higher-than-average amount of attention from the people in their network. These people are said to have a higher degree of:

influence

Companies can find out a lot about customers using sentiment analysis on sites like Facebook and Twitter, or put another way, by:

listening

Karlie likes to post fancy cupcakes and cookies on Pinterest. She also posts pictures of fun kitchen equipment in sherbet colors, and looks for baking ideas and equipment. What type of social media site is Karlie using?

media sharing

Lauren decides to use Twitter to market her hand-painted scarves to other women on her campus. She sets up a Twitter account with the name @uniquedesignsbylauren, and posts this on her Facebook page, making sure to tweet every few days. Soon Lauren is selling a lot of scarves. Lauren's Twitter account is an example of:

microblogging

The final step in the process of creating a social media campaign is to:

monitor the program

Research indicates that positively engaged consumers tend to be:

more profitable consumers

Instagram is an example of what type of social media site?

photo-sharing

Suppose that Burger King wanted to evaluate social media content to find out how well its most recent advertising campaign was being received by consumers. This could be done using:

sentiment analysis

When measuring social media effectiveness, one important measure is the number of people in an individual's social networks. This is referred to as:

social reach

When a company that uses social media runs a contest online, it will measure its effectiveness in a variety of ways. One such measure is the conversion rate. The conversion rate for the contest promotion would be:

the percentage of visitors to the page describing the contest who entered the contest.

What is the disadvantage for companies in using a daily budget such as that offered by Facebook to its advertisers?

unable to make adjustments

Which segment of social media users would be most likely to use Facebook to post frequently about the day-to-day details of their lives and to comment on similar details posted by their friends?

Bonders (use social media to expand relationships)