What statement best describes how Malcolm Galdwell’s concept of “connectors” applies to social media marketing?

Mass connectors and mass maven create 80% of product & service impressions.

Proctor and Gamble (P&G) leveraged Vocalpoint as a

brand created website community for influential mothers

Which is a great example of a user-generated content campaign?

REI using the #OptOutside hashtag for customers on Black Friday

What best describes micro-influencer marketing?

Brands partner with people w/ smaller followings to promote authentically

Dove Real Beauty Sketches is an example of

Dove’s viral film success 10 years after the Real Beauty campaign.

Which definition best describes brand advocates?

Brand loyalists who engage with a brand because they love it

Which is not a recommended question to ask for create a buyer persona?

What is the customer's ideal celebrity?

Joe Pulizzi, founder of the Content Marketing Institute, is quoted as saying

Marketers should take off their sales hats and put on their publisher hats.

Which is NOT an example of native advertising?

In-house journalists producing website and social media content

What is a buyer persona?

A semifictional portrayal of the ideal customer based on real data

Red Bull Media House is

An in-house agency that produces print, online, TV and feature film content

Which statement is the most accurate description about the importance of the BMW Films case study?

It was an early content marketing success without the use of social media.

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Chapter 12 Social Media

13 termsStudBud Administration14 plays

Imported from external platform

Flashcards13 cardsFPractice quizPHost liveL

Questions 13

Answers

1
Google’s Engagement Project studied memes and found that ideas or concepts are more likely to spread if they are
Enticing scary
Fascinatingly familiar
Frequently different
Repulsive routine
2
What statement best describes how Malcolm Galdwell’s concept of “connectors” applies to social media marketing?
Mass comm still dominates 80% of reach for effective marketing comm.
Mass media no longer effectively reaches as many people as p2p comm.
The masses no longer rule & are not as influential as individuals in sm.
Mass connectors and mass maven create 80% of product & service impressions.
3
Proctor and Gamble (P&G) leveraged Vocalpoint as a
social media content site for communication with the press
consumer-created fan site run by mothers and expected mothers
hub to share brand social media content for salespeople
brand created website community for influential mothers
4
Which is a great example of a user-generated content campaign?
REI using the #OptOutside hashtag for customers on Black Friday
PewDiePie posting content for Disney affiliate Maker Studios
LaCroix Sparkling Water using micro-influencers on Instagram with the #Live
The LEGO Ambassador Network
5
What best describes micro-influencer marketing?
Sponsored ads w/ people w/ smaller followings to promote niche products.
Brands pay many influencers to guest post.
Brands partner with people w/ smaller followings to promote authentically
Brands partner with just one or two celebrities to promote products.
6
Dove Real Beauty Sketches is an example of
A Dove fans consumer-generated campaign that helped the Real Beauty.
Dove’s viral film success 10 years after the Real Beauty campaign.
Dove’s first viral marketing success on YouTube.
A consumer backlash campaign against Dove went viral on YouTube.
7
Which definition best describes brand advocates?
Influencers who are rewarded by a brand for long-term relationships
Employees who have a large following of engaged fans
Brand loyalists who engage with a brand because they love it
Influencers who have an area of expertise, a large following
8
Which is not a recommended question to ask for create a buyer persona?
What holds your customers back from buying?
What factors do customers consider in deciding to buy?
How does your customer collect information and purchase?
What is the customer's ideal celebrity?
9
Joe Pulizzi, founder of the Content Marketing Institute, is quoted as saying
Marketers must encourage brand evangelists to wear branded clothing.
Marketers must take down paid brand media and put up owned & earned media.
Marketers should take off their sales hats and put on their publisher hats.
Marketers must wear many hats to succeed in today’s sm environment.
10
Which is NOT an example of native advertising?
Sponsored articles on Huffington Post
In-house journalists producing website and social media content
Paid articles on the New York Times
“From the web” listings on media sites like Fast Company
11
What is a buyer persona?
A semifictional portrayal of the ideal customer based on real data
A fictional character of the current customer based on website data
A group of people who share common wants or needs
A group of people who are the intended recipient of communications
12
Red Bull Media House is
A consumer-generated fan site that features Red Bull content and forums
An in-house agency that produces print, online, TV and feature film content
In-house media buying agency that purchases Red Bull advertising placements
In-house advertising agency that creates all Red Bull advertising creative
13
Which statement is the most accurate description about the importance of the BMW Films case study?
It was an early YouTube social media success generating millions of views.
It was one of the first brands to fully leverage Vine short-form video.
It was a content-marketing failure that demonstrated the importance
It was an early content marketing success without the use of social media.

Chapter 12 Social Media Flashcards | StudBud