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Marketing HEC > Week4 > Flashcards

Week4 Flashcards

1
Q

Dell took two initiatives in 2009-2010 in order to scale their social media efforts and truly leverage its potential. One of these initiatives was:

  • Starting the Social Media and Communities University to train employees interested in speaking on behalf of Dell.
  • Starting the blog Direct2Dell
  • Engaging in at least 10,000 online conversations a day
  • Adding reviews and ratings to their website
A

Starting the Social Media and Communities University to train employees interested in speaking on behalf of Dell.

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2
Q

According to the blog post by Groove, which of the following are part of the 7 best practices around social media customer service?

  • Use the right tone of voice
  • Reply to every poster
  • Take things offline if necessary
  • Speed matters for social support

(Select all correct)

A
  • Use the right tone of voice
  • Take things offline if necessary
  • Speed matters for social support
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3
Q

Which the best way to design online feedback sessions to gain product improvement ideas?

  • Individual setting + non-directive questions
  • Individual setting + directive questions
  • Collective setting + non-directive questions
  • Collective setting + directive questions
A

Collective setting + directive questions

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4
Q

What is one of the limitations of current social media monitoring tools?

  • They are very expensive
  • They are focused mainly on text
  • They are difficult to use for non-experts
  • They are only appropriate for English-language social media
A

They are focused mainly on text

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5
Q

Online communities can be owned / started by?

  • Brands
  • Consumers
  • Third-parties
  • All of the above
A

All of the above

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6
Q

Opening company accounts on multiple social media platforms:

  • Never facilitates community
  • Can facilitate community, but not automatically
  • Always facilitates community
  • Is an example of togetherness
A

Can facilitate community, but not automatically

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7
Q

What should you do if your company cannot afford to start its own community?

  • Offer a limited version of a community on your website
  • Be very active on a variety of social media accounts to compensate for the lack of a community
  • Develop a presence on existing third-party communities
  • Charge consumers a fee to join the community in order to offset costs
A

Develop a presence on existing third-party communities

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8
Q

Profits from communities can best be described as:

  • Real but mostly indirect
  • Substantial but typically delayed
  • Dynamic but expected
  • Ephemeral but important
A

Real but mostly indirect

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9
Q

Which of the following is a key function of communities for consumers?

  • Relation
  • Recreation
  • Gossip
  • Co-creation
A

Relation

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10
Q

Which type of community members are good candidates to become moderators?

  • Tourists
  • Minglers
  • Devotees
  • Insiders
A

Insiders

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11
Q

What is a good way to support topical involvement in an online community?

  • Active moderation
  • A social zone where members can chat about their personal lives
  • Sub-sections that are specialized around products or issues
  • Lots of video tutorials and image-heavy content
A

Sub-sections that are specialized around products or issues

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12
Q

Which of the following is NOT a community governance structure?

  • Market governance
  • Hierarchy governance
  • Game governance
  • Clan governance
A

Game governance

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13
Q

Which of the following is one of the biggest challenges that marketers face when measuring their social media efforts?

  • There is too much data to make sense of
  • There are too many analysts so it is difficult to choose the right one for your business
  • There are too many analytics tools available
  • There is too much pressure from top management to show positive outcomes
A

There is too much data to make sense of

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14
Q

What is a good way to think about social media ROI?

  • The ratio between positive and negative social mentions
  • The ratio between gain and lost
  • The ratio between paid and earned media
  • The ratio between supporters and detractors
A

The ratio between gain and lost

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15
Q

It is important to report your social media results by providing context and comparison points. Which companies should you compare your social media metrics with?

  • Companies that are active on the same social media platforms
  • Companies that are in the same business as you
  • Companies that are co-mentioned with your company in social media posts
  • Companies that have started their social media presence a few years ahead of you
A

Companies that are co-mentioned with your company in social media posts

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16
Q

What is BNP Paribas’s number one social media success metric today?

  • Number of followers
  • Engagement
  • Sales
  • Positive mentions
A

Engagement

17
Q

The content on Dell’s social media account comes from a select pool of specialized content creators

  • Yes
  • No
A

No

18
Q

Dell’s Ideastorm community serves the purpose of:

  • Providing background information about Dell products and services
  • Sourcing new product suggestions from customers
  • Supporting customer relationship management activities
  • Allowing customers to submit complaints so that reactive care can be organized
A

Sourcing new product suggestions from customers

19
Q

What is netnography?

  • The online study of Internet communities and cultures
  • The term used to biographies of important Internet pioneers
  • The online study of geography
  • The graphic representation of online texts
A

The online study of Internet communities and cultures

20
Q

Which of the following is NOT a defining characteristic of a community?

  • Moral responsability
  • Rituals and traditions
  • Focused around a particular lifestyle
  • We-feeling
A

Focused around a particular lifestyle

21
Q

Your company is considering adding an online community section to its online presence. When would this not be a good idea?

  • When your product is technological in nature
  • When you are in the fashion industry
  • When there is pressure to show immediate return on investment
  • When you want to put experienced managers in charge
A

When there is pressure to show immediate return on investment

22
Q

Which of the following statements about communities is a myth?

  • Communities are a business strategy
  • Communities exist to serve the people in it
  • Communities are strongest when everyone plays a role
  • Successful communities are tightly managed and controlled
A

Successful communities are tightly managed and controlled

23
Q

Imagine a friend who is member of an online rollerblading community, and only engages in discussions of different types of equipment and developing skills. Your friend can be described as:

  • Insider
  • Tourist
  • Mingler
  • Devotee
A

Devotee

24
Q

What is a good way to incite contribution to an online community?

  • Offer badges only for major tasks
  • Offer badges for both major and minor tasks
  • Offer badges to new members who join
  • Offer badges only for easy achievable tasks
A

Offer badges for both major and minor tasks

25
Q

Why is it important to spend 90% of your social media measurement budget on people?

  • Most analytics tools are overpriced
  • Social media is a domain that requires a lot of emotional intelligence
  • Data need to be interpreted, integrated with other data, and translated into strategic insights
  • Data need to be cleaned before analysis and that requires a lot of manual effort
A

Data need to be interpreted, integrated with other data, and translated into strategic insights

26
Q

Which of the following social media measurements are relevant for social media and community managers?

  • What consumers say about your brand/company on social media
  • The number of complaints and suggestions given through social media
  • How many people liked, shared, or commented on your social media posts
  • The relation between social media performance and revenues/costs
A

What consumers say about your brand/company on social media

Marketing HEC (4 decks)

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