Unformatted text preview: ws you what your friends
have liked as it relates to the search
marketers will be able to send short, 160character text messages to your cell phone
YouTube users will not only be able to
watch videos, they will also be able to
upload their own videos to the site ANS: C The partnership linking bringing “like” data from Facebook to Bing searches is expected
to be one of the next big things in social media. The other answer choices have been part
of the social media scene for quite a while now. See Exhibit 22.3.
KEY: CB&E Model Strategy | CB&E Model Creativity TOP: AACSB Reflective
MSC: BLOOMS Application Hallmark Cards
Hallmark Cards is just one of thousands of companies that have a strong online presence.
Hallmark’s Twitter account and Facebook page allow the company to talk directly to
customers and also lets the customers talk to each other. Hallmark Social Calendar is a
Facebook app that helps users stay on top of special events like birthdays and
anniversaries; customers can use the app to send electronic cards to their friends’ PCs and
cell phones. In addition, Hallmark operates several blogs, where it shares anecdotes about
the company and often solicits opinions on various aspects of greeting card design and on
ideas for gifts and their pricing. The company encourages Facebook fans to talk about
their lifestyles and even upload photos of themselves so that it can better understand its
market. The conversations consumers have with each other often result in interesting
insights, such as gift ideas for specific occasions and the prices they are willing to pay for
51. Refer to Hallmark Cards. When Hallmark asks it customers to weigh in on product design and pricing, it is practicing:
e. virtual volunteering
social commerce ANS: D Using consumers to develop and market product is called crowdsourcing.
KEY: CB&E Model Strategy OBJ: 22-1 TOP: AACSB Reflective MSC: BLOOMS Application 52. Refer to Hallmark Cards. Hallmark’s Facebook page is best characterized as:
ANS: A Owned media is online content that an organization creates and controls.
KEY: CB&E Model Strategy | CB&E Model Promotion TOP: AACSB Reflective
MSC: BLOOMS Application 53. Refer to Hallmark Cards. Kimberlee is a big fan of Hallmark products. She often uploads photos of her Hallmark ornament collection to the company’s Facebook page, she reads
and comments on Hallmark blog posts, and she loves chatting with and tweeting other
Hallmark lovers. What type of social media user is Kimberlee? a.
e. A critic
A collector ANS: B Joiners maintain a social networking profile and visit other sites.
KEY: CB&E Model Strategy | CB&E Model Customer TOP...
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This document was uploaded on 09/29/2013.
- Fall '13