Chap 8: Managing mass, personal and digital communications

Question 1

Four groups of a viral marketing campaign

Answer 1

Stroke of luck, Triumphs, Nightmare, Homemade issues

Question 2

Viral marketing definition

Answer 2

A marketing technique that can encourage people to pass along a message by electronic WOM.

Question 3

Factors to create a successful viral marketing campaign

Answer 3

Right people (social hubs, market mavens, salesperson)
Right message (memorable and interesting)
Right time (seeding and luck)

Question 4

Which customer behavior to encourage in viral marketing?

Answer 4

• Contribution: create new content related to brand

- Propagation: share brand’s own digital content

Question 5

The emerging science of clickbait: 3 types of rating to measure the emotional effect

Answer 5

• Valence: pleasant
• Dominant: degree of control
• Arousal: excited (intensity of emotion)

Question 6

Social media definition (Kaplan and Haelein, 2010)

Answer 6

A group of Internet-based applications that are built on technological foundations of web 2.0 that allows for creation and exchange of UGC.

Question 7

Social media definition (Mangold and Fauld, 2009)

Answer 7

Social media describes a variety source of information that is created, initiated, circulated and used by consumers that intent on educating others about products and brands.

Question 8

Functions of social media (7 building blocks)

Answer 8

Identity, Sharing, Presence, Relationships, Conversations, Groups, Reputation

Question 9

Identity function in 7 building blocks

Answer 9

To reveal identity.

> Implications: self-promotion, data privacy, different identities in different platforms

Question 10

Sharing function in 7 building blocks

Answer 10

To exchange, distribute and exchange content.

> Implications: copyright materials

Question 11

Presence function in 7 building blocks

Answer 11

To know if other users are available.

> Implications: creating and managing reality. Intimacy and immediacy of context.

Question 12

Communication function in 7 building blocks

Answer 12

To communicate with other.

> Implication: conversation velocity, risk of starting and joining a conversation.

Question 13

Relationships function in 7 building blocks

Answer 13

To know users are related to others.

> Implication: manage structural and flow of properties in relationship network.

Question 14

Reputation function in 7 building blocks

Answer 14

To know the social standing of others and their content.

> Implication: monitor strength, passion, sentiment and reach of users and brands

Question 15

Groups function in 7 building blocks

Answer 15

To be in order or to form a community.

> Implication: membership rules and protocols.

Question 16

How many blocks should a social media platform focus?

Answer 16

3-4

Question 17

Social media challenge
(Mangold and Faulds, 2009) 2
(Fournier and Avery, 2011) 2
(Holt. D, 2016) 1

Answer 17

• Consumers’ ability to communicate with each other LIMITS the control that companies have over content, timing and dissemination of information.
• Self-conduct information search and make purchase decision that are perceived to be more trustworthy than company’s sponsored communication.
• Declining audiences and increasing advertising skip
• Consumers use brand as parody and entertainment, and expose the brand’s weakness.
• Consumers have less interest in brand content. Most view it as brand spam.

Question 18

How to overcome social media challenge

Answer 18

• A landscape for open-source branding: co-create and disseminate content with consumers.
• Brand management shift: building to protection, planning to execution, differentiation to resonance
• Knowing how to shape their discussion: talking-point products, like-minded communities, power of stories.

Question 19

New trends in marketing communication

C.I.M, KKS, 2011

Answer 19

• Growth of UGC, collaborative and on-demand program.
• Consumers feel in control of their personal media and able to connect with others.
• Pervasive marketing instead of “push and pull”: communally endorsed and shared promise.
• Online advertising takes place of traditional offline.

Question 20

How digital changes online retailing?

Answer 20

• Urbiquitous and real-time.
• Dynamic, engaging and customisable.
• Easy comparision with instant and transparent information.
• Delivered through an interface-digital translation of customer service.

Question 21

How digital affects the business?

Answer 21

• Offer business with unrestricted opening hours.
• Low-cost.
• Almost endless scalability.
• Service for an international customer base.

Question 22

Pressure of online environment

Answer 22

• Customers cancel orders.
• Shopping bots.
• Exacerbated by comparision.
• Intense competition.

Question 23

Classification of Social Media by self-presentation/self-disclosure (HL) and social presence/media richness (LH)
(Kaplan and Haenlein, 2010)

Answer 23

• Blogs
• Social networking sites
• Virtual social worlds
• Collaborative projects
• Content communities
• Virtual game worlds