Question 1

In a customer-strategy enterprise, what is the primary reason to use social media?&#10;A) to keep up with competition&#10;B) to increase possibilities for dialogue and collaboration&#10;C) to build customer relationships&#10;D) to control brand image&#10;E) to take advantage of new sales channels

Accepted Answer

Social media provides a platform for dialogue and collaboration between customers and businesses, allowing for better customer relationships.

Question 2

Which of the following is not a likely financial benefit of using social media?&#10;A) increased buzz around a brand, product, or service online, potentially increasing sales across channels&#10;B) improved search results from customer conversation about an organization, potentially driving more traffic to the company's Web site&#10;C) more influence in offline referrals, leading to more deal closings&#10;D) customers helping other customers online, reducing service costs

Accepted Answer

The options A, B, and D directly relate to financial benefits through increased sales, improved web traffic, and reduced service costs, respectively. Option C, "more influence in offline referrals, leading to more deal closings," while potentially beneficial, is not a direct financial benefit of using social media. It's more about the indirect impact of social media on offline behavior, which may not necessarily result in a direct financial benefit.

Question 3

When listening to customer conversations online, the primary things to monitor are:&#10;A) brand and customer&#10;B) brand and competition&#10;C) customer and competition&#10;D) super-users and responders

Accepted Answer

The primary things to monitor when listening to customer conversations online are brand and customer. This is because you want to understand how customers are talking about your brand and what they are saying about your products or services. You also want to monitor the competition to see what they are saying about your brand and how they are positioning themselves in the market.

Question 4

Another term for contributing to open source projects is:&#10;A) super-user&#10;B) crowd service&#10;C) self-service&#10;D) social media

Accepted Answer

Contributing to open source projects is often referred to as "crowd service," which involves collaborative efforts from various individuals across the globe to develop, improve, and maintain open source software.

Question 5

The average percentage of users who participate in an online community is:&#10;A) 1%&#10;B) 9%&#10;C) 10%&#10;D) 90%

Accepted Answer

The answer of The average percentage of users who participate...

Question 6

An enterprise seeking to create an online community to encourage crowd service would likely do all of the following except:&#10;A) invite super-users to join the community&#10;B) provide economic rewards for participating&#10;C) advertise the community&#10;D) provide a means for users to rate super-users' answers

Accepted Answer

Providing economic rewards for participating is not a typical strategy for encouraging crowd service in an online community. Instead, intrinsic motivations such as recognition, social interaction, and the intrinsic satisfaction of helping others are more commonly leveraged.

Question 7

The 1-9-90 dynamic is most akin to:&#10;A) exponential distribution&#10;B) a bell curve&#10;C) a power law distribution&#10;D) a normal distribution

Accepted Answer

The 1-9-90 dynamic, which describes the phenomenon where 1% of users create content, 9% edit or modify that content, and 90% view the content without contributing, is most akin to a power law distribution. This distribution is characterized by a small number of occurrences of large values and a large number of occurrences of small values, similar to the disproportionate participation rates in many online communities.

Question 8

When recruiting super-users, the most effective rewards will be:&#10;A) monetary&#10;B) social&#10;C) sample products&#10;D) b and c

Accepted Answer

Social rewards and sample products are often more effective in recruiting super-users because they can create a sense of belonging and exclusivity, which can be more motivating than monetary rewards.

Question 9

Social media has resulted in all of the following except:&#10;A) increased capacity to deceive&#10;B) decreased capacity to deceive&#10;C) higher ethical expectations&#10;D) decreased spin

Accepted Answer

The answer of Social media has resulted in all of...

Question 10

The blogs that draw the most readers tend to have all of the following characteristics except:&#10;A) employees that post about their personal lives&#10;B) employees that mostly post about products&#10;C) content monitored as little as possible&#10;D) rules applied to avoid legal issues

Accepted Answer

The blogs that attract the most readers usually feature content that goes beyond just talking about products. They often include personal stories, insights, or valuable information that resonates on a more personal level with the audience. Blogs that focus primarily on products without offering additional value or personal connection tend to be less engaging and attract fewer readers.

Question 11

You've been appointed as the new chief marketing officer (CMO) for a large packaged-goods company. Your CEO has decided that your company will be the premier "relationship" company in your industry.
a. What could that mean?
b. How will you execute that?
c. What will you use as data collection tools?
d. What role will interactivity play in your plans?
e. What role will e-mail play? Mobile devices? Social networking platforms? Be as specific as you can.

Accepted Answer

The answer of You've been appointed as the new chief...

Question 12

Answer all the questions in question 1 as the new CMO for a large automotive company.

Accepted Answer

The answer of Answer all the questions in question 1...

Question 13

Answer all the questions in question 1 as the new CMO for a retail shoe chain.

Accepted Answer

The answer of Answer all the questions in question 1...

Question 14

Answer all the questions in question 1 as the new CMO (equivalent) for the U.S. Navy.

Accepted Answer

The answer of Answer all the questions in question 1...

Deck 8: Customer Insight, Dialogue, and Social Media