Marketing Chapter 5

Content marketing involves creating and distributing relevant and targeted material to attract and engage an audience, with the goal of driving them to a desired action. Content for an effective SMM campaign has the following qualities except which one?

A focus on product sales

Social Media marketing content should focus on the _____, not the ________

Audience; organization

Marketers often use social media to build relationships with customers, strengthen brands, and enter new markets. Which of the following ethical issues are important for marketers to follow in order to accomplish these objectives?

Be honest AND Be Accountable AND Respect Privacy

Pinterest members can save links to online resources, share links with friends, and comment on other people's links. Pinterest is a combination ___-___ site.

Bookmarking-social networking

All of the following are appropriate ways for a firm to measure the effectiveness of its social media initiatives except:

By measuring output

Scenario: You are a respected industry authority on social media tools and platforms used in marketing. You have been asked to write an article about these tools and platforms and how companies are using them in their social media marketing efforts. You have decided that a case study approach would work best to convey your thoughts about how social media tools and platforms are used in social media marketing by different firms. In your article, you will describe what five hypothetical companies would like to accomplish with social media. Your five hypothetical companies are as follows: Company A wants to create a virtual community where its customers share their daily experiences with the company's products and post their opinions about related topics. Company B intends to use Tumblr as a social bookmarking site. Company C wants to allow its customers and other users to post a steady stream of updates of varying lengths on products, services, and related subjects. Company D wants its customers to be able to save and manage links to other online resources. Company E wants to create a social media platform where its product experts can discuss features and planned enhancements to its current and future products. The following statements describe how these hypothetical companies should use social media platforms to meet their needs. Which statement is not accurate?

Company B is right to choose Tumblr for this purpose

Quirksmith, an online seller of handcrafted jewelry designed by sisters Divya and Pragya Batra, launched a global social media campaign using the hashtag #quirkheads, which features stories about the company's customers. This represents an example of an organization using social media to achieve which goal?

Conduct market research and gather customer feedback

_____ involves creating and distributing relevant and targeted material to attract and engage an audience, with the goal of driving them to a desired action.

Content marketing

Ed Horton, of Horton & Sons Plumbing, started using social media to promote the family business about six months ago. He's been posting plumbing and other home maintenance tips on Facebook, Instagram, and Pinterest, but his website analytics show that far more visitors are coming from Facebook than the other two platforms combined. This measure of _____ indicates that he should focus his social media marketing efforts on Facebook.

Conversion

Twinings Tea used to be a staple in every cupboard; however, over the last few decades, it's been knocked out of place by newer brands such as Tazo and The Republic of Tea. As the tea's new marketing manager, you're tasked with bringing the Twinings brand back to the forefront, and you feel social media is just the way to do it. Which option is most likely to help you reach your goal?

Creating a fun, engaging social media marketing campaign that presents a centuries-old British tea tradition with a modern twist.

Scenario: You are the head of sales and marketing for a consumer products company. You delegated responsibility for developing a social media marketing (SMM) campaign to one of your best managers because you thought she understood what is required. You asked her to develop some guidelines for how the campaign should be developed and meet with you to discuss her recommended approach. The manager emailed you the following list of guidelines: Developing the campaign should begin by choosing platforms and sites. Social media posts can be used for more than promotion and publicity. Potential customers exposed to social media promotions will be ready to buy as soon as they learn what your company offers. In the event of a public relations crisis, social media can be effectively applied to help defuse it. Which of the following statements should you make to correct the manager's mistakes?

Developing a campaign should begin by establishing specific goals, not by choosing platforms and sites.

Happy New Year! Knowing that many people will resolve to learn new skills in the year ahead, you're ready to launch a social media promotion to increase the number of first-time Lynda subscribers. You must inform your social media manager whether to focus on tracking click-through rates or conversion rates. Which would be best?

Focus on conversion rates

After initially self-publishing his debut novel, The Martian, author Andy Weir continued to revise and improve later versions of the book based on readers' input, comments, and suggestions found on social media. This represents an example of an organization using social media to achieve which goal?

Guide product development with customer feedback

One of the pharmaceutical giants is using social media to promote many of the medications it produces. These social media ads often include very specific claims based on scientific data. Which of the following poses the biggest concern for this organization?

Honesty and integrity

You're a hardcore gamer, and you want to build the ultimate video game e-commerce site. You can think of a number of special features that would attract other gamers to your online store, but some of your ideas are better than others. Given what you know about the way many consumers make purchasing decisions, which of the following features is least important in encouraging gamers to buy from your site?

Offering the broadest possible range of video games

At the meeting of your social media team, all agree that the highest-priority goal is to raise awareness. Before people will buy subscriptions, they need to understand not only the benefits of the Lynda platform, but also the great value it adds to the LinkedIn brand. The following options are being considered: Option #1: Your in-house Facebook expert recommends measuring likes on the company FB page and impressions for its other social media content. Option #2: But others in the group want to measure click-through rates to gauge how users are reacting to your content. Which option should you choose?

Option #1

Now that you've captured a large social media audience for Lynda, the market research department is eager to seek their feedback about a potential new course. Once she's posted a detailed description, the research director leaves it to you to decide which measurement will best assess user response: Option #1: conversion rate or Option #2: engagement Which option should you choose?

Option #2

Which of the following is true about the ethical issues marketers encounter in social media marketing?

Privacy and accountability are constant concerns

Measuring the success of a social media marketing plan includes such factors as overall _____.

Reach

Most companies today invest heavily in cyber security initiatives to be vigilant about confidentiality and not allow consumer's personal information or other data to accidentally become available to unauthorized parties. The field of cyber security in this context is related to which of the following ethical and legal issues?

Respect privacy

Countryside Golf Course's social media content features stunning photos of its' various holes, some of which show notable professional golfers playing the course. River View Golf Club's social media content features videos of members at various holes, recalling their favorite golfing moments. Which social media strategy do you think is better, and why?

River View's because it engages the target audience with storytelling

Eons.com is a website for baby boomers that allows members to find friends, share experiences on various topics, and post photos and videos. It also provides information on health, fitness, retirement and insurance, and access to various special interest groups. Eons.com is an example of a _____.

Social Networking site

Social media platforms differ in the advantages they offer to marketers. Which of the following platforms is effective for distributing messages to influential users but ineffective for bringing users directly to an online store?

Social bookmarking site

Badoo is a global, multilingual, social media platform that provides an opportunity for its members to meet new people in their locality, share daily activities, and post opinions on different topics. Badoo is a type of _____.

Social networking site

_____ are websites that provide virtual communities for people to share daily activities and increase their circle of online friends.

Social networking sites

Samsung is an official sponsor of the 2020 Olympics. Since launching a Twitter campaign using the hashtag #2020Olympics, the tweets associated with that campaign are getting re-tweeted an average of 226 times each, as opposed to their traditional product tweets, which are re-tweeted an average of 117 times each. What does this mean for Samsung?

The Samsung Olympics campaign is more engaging than other Samsung campaigns.

As usage of social media marketing continues to increase, marketers are learning that content is a big key to success of any campaign. More specifically, they understand that an effective social media marketing campaign (SMM) has which of the following qualities:

The chosen keywords in the campaign are targeted specifically for the campaign

Scenario: The CEO of your company sent you an email last week in which he praised you and your marketing team's efforts and success in utilizing social media to drive sales revenue increases in the last fiscal year. In the email, he admitted that he did not know much about social media. However, he believes it is a technological trend the company needs to embrace to create a competitive advantage. He wants to meet with you to discuss how you think social media will impact the company's customers and their buying behavior in the years to come, and what strategies can be used to take full advantage of this new paradigm. In preparation for the meeting, he would like for you to come prepared to discuss the following social media facts and figures he has gathered through his conversations with other CEOs in the industry: The majority of online consumers start with search engines when they are gathering information for a potential purchase decision. Sites like Facebook and YouTube can play an effective role in introducing new products. Consumers are increasingly sharing information about products and services on blogs and social networking sites. Online reviews are taken very seriously by a large majority of consumers. The impact of social media on buying behavior once varied by age, but is now the same across age groups. Which of the following statements would you make to the CEO in reference to errors within his social media facts and figures?

The impact of social media on buying behavior no longer varies by age

From the list below, select any incorrect statements.

Viral videos are not effective at generating sales or demand for a product.

What a disaster! So far, 13 people have been hospitalized due to a strain of bacteria found in the lettuce your company packages for sale in grocery stores. You've met with the executive team to determine the best way to handle this crisis, and you've decided the best option is to:

tap into the immediacy of all social media channels to start notifying the public of your product recall.

Examples of endorsement-like audience engagement include _______ and _______

shares; re-tweets

Since studies have shown that ____ percent of millennial shoppers are influenced by social media as compared to____ percent of older age groups, we can conclude that the impact of social media on purchasing behavior varies by age.

Close to 50; about 20

Jason's Foods is a manufacturer of organic food products. The company is planning to market its products through social media sites and has developed effective strategies for the marketing campaign. The marketing team plans to use messages that focus on the health benefits of organic foods in order to generate greater awareness about its products and engage its target audience in the conversation. In doing so, the marketing team of Jason's Foods would be engaging in _____.

Content marketing

The only way to know whether your social media marketing campaigns are worth the time and money you're investing in them is to measure:

How well your organization is progressing toward its social media goals.

When setting goals for a social media marketing (SMM) campaign, a firm should:

Identify their target audience before producing any content.

Gigi Hadid is an international fashion model with contracts with Maybelline and has over 4.5 million followers on Instagram. She's on a quest to find the best cheeseburger in New York City and recently posted that her favorite was from J.G. Melon on 3rd Avenue. According to the text, Gigi Hadid is considered a(n) _________ since she has the capability to affect the opinions and actions of others through social media.

Influencer

You bought a bowling alley last year, and you immediately saw an opportunity to attract a new target audience: teens. To appeal to this group, you instituted a "Tuesday Teen Night," which you've been promoting through an integrated marketing campaign that includes social media. Which of the following would indicate that your social media activity is resulting in new teen customers?

You've seen a 17-percent increase in teen customers on tuesday nights

Select all the statements that are true about social media's role in marketing.

Most companies are increasing their social media presence AND It is primarily a communication medium

_______ often leads directly to increased audience _______

Engagement; Activity

A Reddit user commented that a tea kettle sold at JCPenney looked like a silhouette of Hitler. When the message went viral all across social media, JCPenney responded immediately with individual messages affirming that the design similarity was totally unintentional. This represents an example of an organization using social media to achieve which goal?

Manage a crisis

A disgruntled former Lynda employee wrote a blog post bashing the company for paying "starvation level" wages. Now that the attack's gone viral, you're in crisis mode, using every social media channel to respond to the allegation. To assess whether your response is influencing the situation, should you measure activity or engagement?

Measure engagement

Blunk is a service that allows users to send updates through posts that contain only a few words. These updates are sent to the users who have signed up to receive them. Blunk can be regarded as a(n) _____.

Microblog

Social media marketing _______ the audience participation in the message

Solicits

Content marketing is the creation of relevant and ______ material to attract and ______ an audience

Targeted; engage

Your boss, George, manages the small men's shoestore where you work. A few months back, the owner asked him to start using social media to promote the store. Since then George has experimented with a whole bunch of different strategies and styles of social media posts to see "what works," but everyone agrees that nothing is working. If they ask for your advice, what would be your best recommendation?

To define the store's brand and create a cohesive online presence around it.

A new store opens in your city. This store opening is likely to prompt you to use social media in all of the following ways except:

To dispute your first bill from the new store.