Lecture 17 Social Media Marketing

Question 1

What are 6 advantages of SMM?

Answer 1

Targeted and personal
Interactive
Immediate and timely
Real-time marketing
Cost effective
Engagement and social sharing capabilities

Question 2

What is SMM?

Answer 2

Social Media Marketing

Question 3

How can SMM be interactive?

Answer 3

Engage in conversation with customers for both positive feedback and complaints

Question 4

What is meant by real-time marketing?

Answer 4

Engage with customers anytime, anywhere

Question 5

Why is engagement and social sharing capabilities and advantages of SMM?

Answer 5

It increases customer involvement with the brand

Question 6

What are 5 disadvantages of SMM?

Answer 6

Companies are still experimenting with social media
Social networks are consumer controlled
Social media campaigns can backfire
Revenge hashtags (bashtags)
Hard to meaure results

Question 7

Why is it a problem that companies are still experimenting with social media?

Answer 7

It is not always clear what works and what doesn’t work

Question 8

Why is it a problem that social networks are user controlled?

Answer 8

Consumers control what they engage with online

Question 9

What happens if social media campaigns backfire?

Answer 9

Firms cannot control the narrative

Question 10

What are advantages of TV marketing?

Answer 10

Good mass-marketing coverage
Low cost per exposure
Appeals to senses

Question 11

What are limitations of TV marketing?

Answer 11

High absolute costs, high clutter, fleeting exposure, less audience selectivity

Question 12

What are advantages of online, mobile and social media marketing?

Answer 12

Focus on individuals and customer communities, immediacy, personalisation, interaction and engagement capabilities, social sharing power, low cost

Question 13

What are the limitations of online, mobile and social media marketing?

Answer 13

Potentially narrow impact

Difficult to administer and control; the audience usually controls the content and exposure

Question 14

What are the advantages with newspapers?

Answer 14

Flexibility, timelessness, good local market coverage, broad acceptability, high believability

Question 15

What are the limitations with newspapers?

Answer 15

Short life, poor reproduction quality, small pass-along audience

Question 16

What are the advantages of direct mail?

Answer 16

High audience selectivity, flexibility, no ad competition within the same medium and high believability

Question 17

What are the disadvantages of direct mail?

Answer 17

Relatively high cost per exposure

Junk mail image

Question 18

What are advantages of magazines?

Answer 18

High demographic and geographic selectivity, credibility and prestige, high quality reproduction, long life and good pass along readership

Question 19

What are limitations of magazines?

Answer 19

Long ad purchase lead time, high cost and no guarantee of position

Question 20

What are the advantages of radio?

Answer 20

Good local acceptance, high geographic and demographic selectivity and a low cost

Question 21

What are the limitations of radio?

Answer 21

Audio only, fleeting exposure, low attention, fragmented audiences

Question 22

What are the advantages of outdoor marketing?

Answer 22

Flexibility, high repeat exposure, low cost, low message competition, good personal selectvity

Question 23

What are the limitations of outdoor marketing?

Answer 23

Little audience selectivity, creative limitations

Question 24

What are the two ways in which marketers engage with social media?

Answer 24

Use existing social media platforms

Create their own social media platform

Question 25

What do social media sites serve as?

Answer 25

Brand communities

Question 26

What is a brand community?

Answer 26

"A specialised, non-geographically bound community based on a structures set of social relationships among admirers of a brand. it is specialised because at its centre is a branded good or service...Brand communities are participants in the brand's larger social construction and play a vital role in the brand's ultimate legacy" (Muniz and O'Guinn, 2001, p412)

Question 27

How did the Blackberry social media campaign backfire?

Answer 27

In 2015 Blackberry tweeted an image of their newest phone from an iphone

Question 28

What are the advantages of niche/ special interest social media sites?

Answer 28

Consumers who follow niche social media communities are much more engaged

Question 29

What do niche/ special interest social media sites do?

Answer 29

They cater to the needs of specific, smaller communities | They are social media networks for people with similar hobbies and interests

Question 30

What can be potentially more critical than the content used by marketers?

Answer 30

Deciding which media to use for an ad campaign

Question 31

What should not be used in isolation?

Answer 31

SMM

Question 32

What should SMM be integrated across?

Answer 32

All platforms

Question 33

How should social media be conceptualised as?

Answer 33

"an ecosystem of related elements involving both digital and traditional media" (Hanna et al., 2011 p 265)

Question 34

How should SMM focus on platforms?

Answer 34

It should focus on each platform individually.

Question 35

Where is relationship in the social media matrix?

Answer 35

Customised message, profile based

Question 36

What is relationship in the social media matrix?

Answer 36

Allowing users to connect, reconnect, communicate and build relationships

Question 37

Where is collaboration on the social media matrix?

Answer 37

Customised message, content based

Question 38

What is collaboration in the social media matrix?

Answer 38

Allowing users to collaboratively find answers, advice, help and reach consensus

Question 39

Where is self-media in the social media matrix?

Answer 39

Broadcast message, profile based

Question 40

What is self-media in the social media matrix?

Answer 40

Allowing users to broadcast their updates and others to follow

Question 41

Where are creative outlets in the social media matrix?

Answer 41

Broadcast message, content based

Question 42

What are creative outlets in the social media matrix?

Answer 42

Allowing users to share their interest, creativity, and hobbies with each other

Question 43

What are the 10 basic needs for social media marketing?

Answer 43

``` Autonomy Competence Relatedness Physical thriving Security Self-esteem Self-actualization Pleasure-stimulation Money-luxury Popularity-influence ```

Question 44

What is buzz marketing?

Answer 44

Cultivating opinion leaders for brands