Deck 3: Social and Mobile Marketing

Question 1

The more connections you have on social networks,the greater your social reach.

Answer 1

True

Question 2

When designing a social media campaign,the first step is to identify the target audience.

Answer 2

False

Question 3

On social networks,Bonders use social media primarily to become well informed so they can help others.

Answer 3

False

Question 4

"Gamification" refers to the trend in which PC-based games are increasingly available on smartphones.

Question 5

For all Facebook pages,the conversion rate is calculated as the percentage of visitors to the page that click the "Like" button.

Question 6

A personalized offer sent to a targeted customer via social media is more likely to excite him or her.

Question 7

The focus of all social media efforts targeted at customer interaction is building connections.

Question 8

The term "social media" refers exclusively to social networking sites like Facebook.

Question 9

The best-known microblogging site is Google+.

Question 10

Josie became the "Mayor" of Charming Charley's accessories store during the first few months of school,and earned a store coupon.Josie doesn't realize it,but she is helping to promote Charming Charley's to other FourSquare users.

Question 11

Keyword analysis refers to the study of people's queries on search engines.

Question 12

Radian6 specializes in helping firms to engage with their customers in social media.One service Radian6 offers is the analysis of blog posts,Facebook comments,and Twitter feeds to uncover insights about customer attitudes and preferences.This is an example of sentiment analysis.

Question 13

Firms should not attempt to educate customers about products and services using social media,since customers are busy interacting with friends and will reject attempts to educate them.

Question 14

Smartphone owners tend to be older and more affluent than owners of other types of phones,making them an attractive target market for many firms.

Question 15

At this time,few opportunities exist for firms to profit from the ways consumers use social media.

Question 16

Of the types of social media identified in the text,Flickr is considered a thought-sharing site.

Question 17

About half of smartphone users in the U.S.have used them to make purchases.

Question 18

A blog is an example of a thought-sharing site.

Question 19

It is not possible to measure an individual's social impact regarding social media usage.

Question 20

Positive engagement through social media often makes customers more profitable for the firm.

Question 21

Jeri is a software developer who has worked in IT for the past ten years.She stays up to date on the latest technologies.Whenever one of her Facebook friends asks a question about technology-such as a request for help with a software problem,or a request for a product recommendation-Jeri always makes time to respond.What segment of social networking users does Jeri belong to?

A) Bonders
B) Creators
C) Listeners
D) Professionals
E) Sharers

Question 22

Michaela is a financial consultant in Manhattan.She uses her commute time to and from work to post comments about recent financial news on LinkedIn and Twitter,but she's much too busy to bother with Facebook.What segment of social networking users does Michaela belong to?

A) Bonders
B) Creators
C) Listeners
D) Professionals
E) Sharers

Question 23

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?

A) Bonders
B) Creators
C) Listeners
D) Professionals
E) Sharers

Question 24

The 4E framework for social media guides marketers in using social media effectively to build and deepen customer relationships.Which of the following is NOT one of the four E's in this framework?

A) Engage
B) Energize
C) Excite
D) Experience
E) Educate

Question 25

Ask.com is a website that invites site users to ask questions to be answered by other users.Questions cover a wide range of topics,from "How do I get rid of blemishes overnight?" to "What does the Federal Reserve do when it wants to increase the quantity of money in circulation?" Site visitors rate the various answers provided,and answers are displayed according to their ratings.Which segment of social networking users would be most likely to enjoy answering questions on Ask.com?

A) Bonders
B) Creators
C) Listeners
D) Professionals
E) Sharers

Question 26

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

A) microblogging
B) media sharing
C) thought sharing
D) social networking
E) social bookmarking

Question 27

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

A) Engage
B) Energize
C) Excite
D) Experience
E) Educate

Question 28

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

A) microblogging
B) media sharing
C) thought sharing
D) social networking
E) social bookmarking

Question 29

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

A) microblogging.
B) media-sharing.
C) thought sharing.
D) professional networking.
E) social bookmarking.

Question 30

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

A) professional blog
B) corporate blog
C) personal blog
D) Flickr
E) Google+

Question 31

Gene's Complete Cameras offers its customers an interactive website to help them choose the best camera for their lifestyle.But the site's most-used feature is its user blog in which customers-both satisfied and unsatisfied-talk about products they have purchased and the service received at Gene's.The user blog best describes which of the 4E frameworks for the store's customers?

A) Engage
B) Energize
C) Excite
D) Experience
E) Educate

Question 32

Alan wants to upgrade his look before a job interview.A friend tells him about a men's clothing line that allows potential customers to virtually try on suits and see what looks best.It even offers an interactive "custom fit" feature.After checking out his options,Alan takes his measurements and orders a suit without ever leaving his office.Virtually trying on a suit provides best describes which of the 4E frameworks?

A) Engage
B) Energize
C) Excite
D) Experience
E) Educate

Question 33

Facebook is the only social networking site Jana uses.She spends about half an hour a day there staying in touch with her children,her grandchildren,and several friends she has known since high school.What segment of social networking users does Jana belong to?

A) Bonders
B) Creators
C) Listeners
D) Professionals
E) Sharers

Question 34

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?

A) microblogging
B) media-sharing
C) thought-sharing
D) social networking
E) social bookmarking

Question 35

From a marketing perspective,what role is played by professional bloggers?

A) engaging customers on behalf of companies
B) introducing new products to the marketplace
C) sharing videos and photos of products
D) recruiting employees
E) reviewing and giving product recommendations

Question 36

Social media first began to get more professional and offer more to users

A) just after its invention phase in the early 1990s.
B) at the turn of the twentieth century,during its industrialization phase.
C) when Apple launched the first App Store.
D) in the last few years,during its entrepreneurial phase.
E) in 2011-2012,when the market became flooded with smartphones.

Question 37

A Groupon offer for discounted theater tickets was sent to targeted customers who had previously purchased movie or theater tickets.This best describes which of the 4E frameworks?

A) Engage
B) Energize
C) Excite
D) Experience
E) Educate

Question 38

Which of the following is the definition of social media?

A) content distributed through social interaction
B) a collection of websites that support the posting of videos and photos
C) a group of websites that allow users to establish formal connections
D) the practice of users forwarding video and photo links to each other
E) web services that allow users to share their physical locations

Question 39

Research indicates that positively engaged consumers tend to be

A) more socially outgoing.
B) more profitable consumers.
C) older and wealthier than average.
D) younger and poorer than average.
E) more critical consumers.

Question 40

Location-based software and applications can help bring a special offer to customers right on their smartphones when they are in the process of making a purchase decision.This best represents the __________ framework of social media marketing.

A) engage
B) energize
C) excite
D) experience
E) educate

Question 41

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

A) reacting.
B) exciting.
C) engaging.
D) listening.
E) educating.

Question 42

What is a microblog?

A) A blog whose owner doesn't post very often.
B) A blog that supports only links to other posts.
C) A blog run by a small business.
D) A blog service that supports only short posts.
E) A blog that targets a very small consumer group.

Question 43

What is the appeal of Pinterest to marketers?

A) allows big-box stores to compete on a cost-basis with online retailers
B) helps create exclusive merchandise for retailers
C) creates excitement about service or products through gamification
D) generates customer engagement with products
E) allows markets to receive unlimited product exposure from fans

Question 44

Julian and his friends log into 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?

A) Snapette
B) NOWNESS
C) Pose
D) SCVNGR
E) Snapchat

Question 45

Excluding computers,which of the following methods is used by more consumers to access social media?

A) e-readers
B) iPads
C) iPods
D) mobile phones
E) GPS units

Question 46

Companies that specialize in sentiment analysis are LESS likely to look at __________ for data.

A) personal blogs
B) Facebook
C) Twitter
D) YouTube
E) Mommy blogs

Question 47

Suppose that Nike wanted to use Facebook to increase awareness of a new line of tennis shoes.Which of the following methods would allow Nike to specifically target Facebook users who have mentioned tennis in their profiles?

A) Uploading a coupon to the Nike fan page.
B) Encouraging Facebook users to "like" the Nike page so their friends will see this action.
C) Placing a Facebook ad.
D) Creating a Facebook tab allowing users to view the tennis clothing within Facebook.
E) Placing a Facebook link on the Nike corporate website.

Question 48

Twitter can help to build a brand's image by educating and engaging consumers.However,one central issue for companies using Twitter is

A) limiting the number of tweets per day.
B) remuneration for posters.
C) timely management of Twitter accounts.
D) eliminating negative posts.
E) confusion with similar products.

Question 49

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?

A) Bonders
B) Creators
C) Listeners
D) Professionals
E) Sharers

Question 50

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

A) corporate blog.
B) network blog.
C) personal blog.
D) professional blog.
E) social blog.

Question 51

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

A) Google Analytics.
B) sentiment analysis.
C) click path analysis.
D) keyword analysis.
E) gamification.

Question 52

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?

A) offering mobile applications to check other websites
B) developing in-store demonstration kiosks for big ticket items
C) roaming salespeople with smartphones who can immediately price match competitors
D) advertising on Flickr and YouTube
E) using FourSquare to build customer patronage

Question 53

Jordan loves to read and write.She started a blog about books,including writing hints and book reviews.The readership of her blog gradually increased,and eventually publishers started sending her new books,hoping she would review them.Over time,Jordan's blog has changed from a __________ blog to a __________ blog.

A) professional; network
B) professional; personal
C) personal; professional
D) personal; social
E) social; network

Question 54

For marketers,media-sharing sites such as YouTube or Flickr are social media tools BEST used to

A) provide visual experiences and engage with customers.
B) stimulate excitement.
C) develop customer education and engage with others users.
D) develop customer education.
E) energize customers and stimulate excitement.

Question 55

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

A) the number of people who entered the contest.
B) the number of people who entered the contest plus the number of people who visited the page describing the contest.
C) the number of people who visited the page describing the contest.
D) the percentage of visitors to the page describing the contest who entered the contest.
E) the percentage of fans of the company's page who learned about the contest.

Question 56

Trina is developing a marketing campaign for an organic stain-removal product.As "stain removal" is rather dull,she is trying to educate consumers about the value and uniqueness of the product,and appeal to the environmentally conscious.Which of the following is the BEST social media application for this task?

A) YouTube
B) LinkedIn
C) blog
D) FourSquare
E) SCVNGR

Question 57

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

A) media sharing.
B) gamification.
C) sentiment analysis.
D) a microblog.
E) a new social network.

Question 58

Each year,Doritos sponsors a "Crash the Super Bowl" contest,encouraging individuals to submit ads for Doritos to the contest.The winning ad is aired during the Super Bowl broadcast.Which segment of social networking users would be most likely to submit an ad for this contest?

A) Bonders
B) Creators
C) Listeners
D) Professionals
E) Sharers

Question 59

One important measure of social media's effectiveness is the percentage of site visitors who take the action the site owner hoped for-making a purchase,subscribing to a service,or donating money,for example.This measure is called the site's

A) conversion rate.
B) extended network.
C) bounce rate.
D) hits.
E) click paths.

Question 60

What is Google+?

A) an experimental,advanced search engine
B) a website where users can work together to create documents
C) a site offering analytical information about website usage
D) a social networking site
E) a video sharing site intended for businesses

Question 61

A local manufacturer has developed a scented USB drive targeted strictly at male consumers.The scents include options such as pine,bacon,and beer.Using the 4e framework,briefly describe the target client,and outline a complete social media program for this new product.

Question 62

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

A) develop a budget.
B) identify the target audience.
C) set goals.
D) design the elements of the campaign.
E) monitor the program.

Question 63

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

A) clickers.
B) hits.
C) paths.
D) tweets.
E) impressions.

Question 64

Brad just completed an advanced degree and was able to land a job creating social media marketing campaigns,and then measuring the results.Brad's new job most likely has the title of

A) online customer service representative.
B) social media strategist.
C) community manager.
D) blogger.
E) search engine marketing associate.

Question 65

When developing a social media campaign,what is unique about the copy and images to be used?

A) They need to be humorous.
B) They need to be updated almost constantly.
C) They need to feature only young actors.
D) They must appear only in color (not black and white).
E) They must appeal to a diverse,multicultural audience.

Question 66

What does a Klout score measure?

A) click path and bounce rate ratio
B) media influence
C) social reach,influence,and extended network
D) conversion rates
E) page views and sales

Question 67

Suppose that Samsung wants to create a social media program to build consumer engagement around a new line of smartphones.Using the 4E framework,explain (with examples)how Samsung could build this program.

Question 68

Explain the 4E framework for social media,and identify the social and mobile media tools that are most effective for accomplishing each of the 4Es.

Question 69

When someone brags about how many Facebook friends they have,which measure of individual social media influence are they talking about?

A) influence
B) extended network presence
C) social reach
D) target audience impact
E) information flow

Question 70

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

A) a few cents per 100 hits
B) correlated to conversion rates of website
C) flat fee
D) free for individuals; corporate rates based on usage
E) free for everyone

Question 71

According to the text,which of the following has the highest Klout score?

A) iPad mini
B) Ashton Kutcher
C) President Barack Obama
D) True Blood
E) Justin Bieber

Question 72

Jessica is still in college,but is very motivated to earn some extra money in her spare time.She is quite knowledgeable regarding politics,and was hired by a candidate to generate student interest by posting online articles on student-read sites.Jessica's new job most likely has the title of

A) online customer service representative.
B) social media strategist.
C) community manager.
D) blogger.
E) search engine marketing associate.

Question 73

Dan has a marketing degree,and has experience as a call center operator.He takes a position in which he responds to customer complaints,customer emails and other postings.Dan's position can be described as a(n)

A) online customer service representative.
B) social media strategist.
C) community manager.
D) blogger.
E) search engine marketing associate.

Question 74

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

A) poor cost control
B) unable to make adjustments
C) may limit positive feedback if ad is very successful
D) unattractive to consumers
E) encourages negative feedback

Question 75

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

A) influence.
B) extended network presence.
C) social reach.
D) target audience impact.
E) information flow.

Question 76

Despite its vivid design,the website for Lolly's Bookstore did not seem to attract customers who lingered.In fact,few website visitors actually made a purchase.Which measure does the owner need to examine more closely?

A) sentiment analysis
B) page views
C) bounce rates
D) keyword analysis
E) mobilization rates

Question 77

__________ are a measure that indicates what percentage of potential customers act as the marketer hopes,either by clicking,buying,or donating.

A) Sentiment rates
B) Conversion rates
C) Bounce rates
D) Keyword rates
E) Mobilization rates

Question 78

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

A) influence.
B) the extended network.
C) social reach.
D) target audience.
E) information flow.

Question 79

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

A) develop a budget.
B) identify the target audience.
C) set goals.
D) design the elements of the campaign.
E) monitor the program.

Question 80

Darren has developed a better type of medication vial for travelers.He is not sure how to develop a marketing program for his product,as there are a few similar ones on the market.What technique can Darren use to analyze data from his competitor's websites,particularly to learn how people search for similar products online?

A) click path data
B) sentiment analysis
C) social influence
D) keyword analysis
E) budget analysis