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Chapter 9: Social Media Marketing
MULTIPLE CHOICE
a. it is essentially free.
b. it works well as a single channel of communications.
c. neither of the above.
15. ________ is the term used to describe symbols that facilitate social sharing
a. Icons
b. Feeds
c. Links
a. Earned media
b. Owned media
c. Paid media
a. hire a consultant.
b. have specific, measurable campaign objectives.
c. use the existing metrics platforms.
21. Top managers can more easily be persuaded of the value of social media marketing if:
TRUE/FALSE
1. The same social networks are equally popular in countries around the world.
2. The Old Spice campaign proved that marketers can design videos to go viral.
3. The Cisco product launch made use of multiple social media and traditional online
communications channels.
4. It is not possible to use social media to raise money for worthy causes.
5. Small businesses can use social media effectively to raise exposure and increase sales.
7. Customers will say unfavorable things about brands anyway, so it is important to listen to them,
although no response is required.
9. Marketers find that communicating with customers in social media is essentially the same as
communicating in traditional mass media.
10. The majority of Internet users fall into the segments of Joiners and Spectators.
11. The number of people who create and distribute content on the Internet has not exhibited
significant growth over the past few years.
12. People don’t want to hear marketers talk about their products.
16. Branded communities cannot be built or expanded by using paid media to encourage people to
join.
18. Earned media is so named because the marketer has to pay substantial sums for it.
19. The metrics used to measure social media campaigns are the same as those used to measure
campaigns in other Internet media channels.
20. Because SMM is only part of the overall marketing effort, it is not important to establish clear
objectives.
21. Building a personal Internet brand can end when a person gets a job.
22. It is important to persuade top managers that SMM can product a real ROI.
ESSAY
1. Write a brief scenario that highlights ways in which a person might interact with various brands
in the course of social network activity during a day.
ANS:
Activities students might include:
• A lot of people say they check their mobile phone first thing when they wake up, although that’s
a subject discussed in more detail in Ch. 16.
• Facebook—might Like a brand, receive a promotion from a liked brand, receive a share from his
network with information about a brand; might see a Facebook ad while there (Ch. 6) and more.
• LinkedIn—might include work on personal profile/brand on LI or VisualCV or some other site
on the grounds; is business related if not a specific brand. The person might be contacted by a
recruiter on one of these sites. When the sale of SlideShare goes in it is easy to assume that a lot
more corporate presentations will be promoted on LinkedIn.
• Twitter—see a promotion in a tweet; get a link to a marketing event; get a link to content about a
brand/a new posting on a followed brand website
• Pinterest or Flickr or Instagram—see brand images, slideshows posted by brands
• YouTube—get links to new videos posted there; see results from followed brand channels when
he signs on to YouTube
• Email—might include a coupon, from Groupon, perhaps. Email newsletters with useful content
and offers.
• Uses mobile search (also discussed in detail in Ch. 16) to find a restaurant or bar for the evening
• Friends check in from a venue on Foursquare or other location-based services (also covered in
Ch. 16).
And so it goes. Just hold the scenario to brand interaction, not communications with friends and family;
although some, like checking in on Foursquare blur the line. Which, in the end, may be why social media
can be so effective.
2. Identify the steps in developing a social media strategy and give an example of how a product or
a business might execute each step in the process of developing a social media strategy.
ANS:
1. Listening to conversation about the brand. Good filters can assist this process, but the volume is
so great that it’s hard to do in the business world without some of the listening tools. Those can
be embedded in a monitoring center or used by one or more individuals in addition to other
duties.
How do the listeners select the items to which they should respond? How do they
respond? Both these items suggest corporate social media policies and good training.
2. Communicate with customers and prospects. An authentic, trustworthy voice is essential for
this type of communication. They should remember the communications rules of the road in
Figure 9.8.
3. Engage actual and potential customers. How does the marketer get people to interact with the
brand in positive ways? There are examples in the chapter from the Cisco launch program to the
Mountain Dew contest that suggest ways in which marketers can create worthwhile engagement
opportunities.
4. Collaborate with customers to co-create content. Encourage them to comment on B2B blogs,
review B2C purchases, and much more.
By now students should realize that none of this happens by accident. It takes a lot of work and creative
thinking is welcome!
3. The marketing director has asked you to draw up a list of arguments to be used for her
presentation to top management about the benefits of the brand engaging in social media. What
arguments would you recommend. [optional; Identify a social media marketing campaign that could be
used and explain why it would be a persuasive example.]
ANS:
Issues mentioned in the chapter include:
• Create exposure
• Disseminate content
• Reduce marketing costs
• Generate sales leads
• Improve search rankings
• Help locate business partners
• Increase traffic to website
• Get customer feedback
• Learn what people are saying about the brand
• Offer customer service
• Attract notice in earned media
It would be good if they referred to some of the best practices at the end of the chapter, especially the
importance of starting with a small project where success can be demonstrated, measured and
communicated to brand stakeholders inside the business.
If you ask for an example there are many throughout the chapter. My personal least favorite, although it
is great fun, is the Old Spice Guy. Reason is that its success stems in large part from going massively
viral, and few social media campaigns achieve that.
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