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Integrated Advertising, Promotion, and Marketing Communications

Kenneth E. Clow, Donald E. Baack

Chapter 9

Social Media - all with Video Answers

Educators

Chapter Questions

Problem 1

What is the primary function of social media?

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Problem 2

What value could a niche social network have for a business?

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Problem 3

What makes Twitter radically different to Facebook?

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Problem 4

How has video posting changed the nature of social media networking?

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Problem 5

Describe Instagram and the typical user of the service.

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Problem 6

List the characteristics of brand advocates.

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Problem 7

How can social media boost the organic search engine rankings for a business?

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Problem 8

For businesses, social media is just about selling. Comment on this statement.

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01:31

Problem 9

Describe content seeding.

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Problem 10

Describe real-time marketing.

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Problem 11

What three types of interactive blogs support social media marketing programs?

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Problem 12

Describe viral marketing.

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Problem 13

Discuss the reasons why consumers follow brands on social media.

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Problem 14

What issues complicate international social media marketing programs?

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Problem 15

Suppose you were in charge of the social media for your college. Discuss the pros and cons of each of the social media platforms presented in the chapter (Facebook, Instagram, Pinterest, Twitter, and Tumblr). Which two would be the most important? Why? Should the social media be targeted to current students or prospective students? Explain why.

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Problem 16

Compare and contrast the social media sites Facebook, Instagram, Twitter, Pinterest, and YouTube. Discuss ways they are similar and ways they are different. Describe your level of involvement with each of these social media platforms.

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Problem 17

A local pizza chain with nine restaurants has asked for your help in designing a social media strategy. Discuss the pros and cons of each of the primary social media platforms (Facebook, Instagram, Twitter, Pinterest, and YouTube) for the pizza restaurants. Which one do you consider to be the best? Why?

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Problem 18

Describe the current trends of consumer video-sharing. For each trend, discuss your personal experience of sharing, creating, or watching a video. Which trend or trends impact you? Why?

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04:23

Problem 19

Why has YouTube gained considerable popularity in recent years? How often do you use YouTube? What types of videos do you watch? Do your friends and relatives access YouTube? If so, how often and why? If not, why not?

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Problem 20

Examine the reasons companies use social media marketing listed in Figure 9.5. Rank the reasons from most effective to least effective based on your personal experience with social media and brands that use it. Discuss your rankings. Explain, with examples, your top three choices.

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Problem 21

Do you follow brands on social media? What is the reason for this? What types of brands are better suited to following on social media and why? What about the brands that you don't like or have fallen out of favor; do you still follow them? Carry out research and ask ten other people whether they do, or ever have, followed a brand on social media. What were their reasons for doing this? From your findings, what seems to be the trend and why?

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Problem 22

Have you made brand purchases based on comments made on social media? Why or why not? Provide specific details. Have you decided against purchasing a particular brand based on comments on social media? Why or why not? Provide specific details.

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Problem 23

Examine the social media strategies listed in Figure 9.8. Discuss each strategy in terms of your personal experience. Describe whether the strategy impacts your purchases and views of brands. For each strategy, discuss why it does have an impact or why it does not. Provide details to support your thoughts.

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Problem 24

What exactly is viral marketing? Find an example of it from your own country or region. Why was it so effective? How did it become viral? Share your findings.

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Problem 25

Do you use consumer-generated reviews in making purchase decisions? Why or why not? Are they valuable to consumers?

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Problem 26

Brand managers often become excited when something the company posts on the Internet goes viral and spreads like wildfire among consumers. What factors contribute to a brand's posting going viral? Discuss how the social media strategies listed in Figure $9.8 \mathrm{can}$ contribute to a successful viral marketing attempt or unsuccessful viral marketing. Of the strategies listed in Figure 9.8, which one would have the greatest chance of becoming viral? Why?

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01:25

Problem 27

South America's fascination with social media is growing fast. Businesses across South America are realizing the value of having a social media presence. Argentina, Columbia, Brazil, Chile, Venezuela, and Peru are all in Facebook's top 25 markets. It has been estimated that there are $229,242,500$ Facebook subscribers across South America as of June 2016. This represents a 55 percent penetration rate. Visit the Facebook pages of the following South American businesses, summarize the business approach and customer engagement, and note the number of followers.
a. Metro Games
b. Juan Valdez Café
c. Cindor
d. Mama Lucchetti
e. Perro Lipigas

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Problem 28

Name a brand you really like and for which you have a high level of loyalty. Access the brand's website and the social media pages shown on the brand's website. Discuss the information provided on each social media. Based on the reasons brands use social media shown in Figure 9.5, discuss what you think is the reason for each social media site. Evaluate how successful you think the brand is with social media. Provide screenshots of the social media sites and website to support your thoughts.

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Problem 29

Choose one of the following product categories. Select two prominent brands from that category. Access each brand's website and social media links. Compare and contrast the information provided for each brand and social media. Which brand has the best social media presence? Why? Provide screenshots to illustrate your points.
a. Sports equipment
b. Clothing
c. Restaurants
d. Beverage

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Problem 30

Examine the reasons brands use social media as shown in Figure 9.5. Pick three of the reasons and identify from your personal experience a brand you believe did well with each. It could be three different brands or one brand for all three. Support your answer with specific information, links to the social media pages, and screenshots illustrating your discussion.

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Problem 31

Figure 9.8 identifies strategies brands can use with social media. Describe each of the strategies in your own words. Find an example of each strategy in social media not described in the textbook. Provide the link and a screenshot, explain why it is an example of the strategy, and give your evaluation of whether the strategy was good or bad, and why.

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Problem 32

Figure 9.9 identifies six video marketing tactics. Go to YouTube and find an example of each strategy. Provide links to your six videos and explain why you think each is a good example of the particular strategy. Evaluate how well the brand or company did with the video marketing strategy.

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Problem 33

Using a blog search engine, locate an example of an interactive blog. Evaluate the blog. Is it effective? Why or why not? Provide a link to the blog and a screenshot.

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Problem 34

Use a search engine to locate an example of a viral marketing campaign. Evaluate the viral marketing. Was it effective? Why or why not? Provide a link to the viral campaign and a screenshot.

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Problem 35

We Are Social compiled a 2016 report focusing on social media use in the Middle East. They found that 75 percent of the Qatar population were active users while the United Arab Emirates stood at 69 percent, Saudi Arabia at 40 percent, and Egypt at 30 percent. Overall, this showed a 17 percent rise compared to 2015. How might businesses leverage the social media use in your country?

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Problem 36

Access the authors' blog for this textbook at the URLs provided to complete these exercises. Answer the questions that are posed on the blog.
Hooters: blogclowbaack.net/2014/05/12/hooterschapter-9/

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Problem 37

Access the authors' blog for this textbook at the URLs provided to complete these exercises. Answer the questions that are posed on the blog.
Covergirl: blogclowbaack.net/2014/05/12/covergirlchapter- $9 /$

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Problem 38

Access the authors' blog for this textbook at the URLs provided to complete these exercises. Answer the questions that are posed on the blog.
Social Media: blogclowbaack.net/2014/05/12/socialmedia-chapter-9/

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Problem 39

Which social media platforms should Amoy focus on to "attract a larger fan base?

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Problem 40

How would you assess the effectiveness of the Amoy cooking competition campaign?

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02:39

Problem 41

Which of the key social media strategies listed in Figure 9.8 have been pursued by Amoy?

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Problem 42

Amoy has not really developed an influencer marketing campaign. In the roles of a specialist advisor, suggest how they should approach this type of campaign.

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Problem 43

How can Amoy overcome any potential language difficulties when they roll out their social media campaign to a global audience?

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Problem 44

Which social media sites are best suited to this type of promotional campaign? Why?

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Problem 45

How could consumers, fans, and the company take advantage of new video-posting technologies to promote the Post-it brand?

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03:23

Problem 46

What were the marketing objectives of the "Go ahead" campaign?

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Problem 47

Would social listening be of value to Post-it's marketing team? If so, how? If not, why not?

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Problem 49

Which social media marketing strategies should Post-it's team use? Provide justification for your response.

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Problem 49

Discuss the current trends of consumer video-sharing. Examine reasons brands have become involved in social media marketing. For each of the trends you identify, elaborate on ways brands can use social media marketing to reach video-sharing consumers. Be sure to justify your choices of social media marketing.

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Problem 50

Describe in your own words each of the social media strategies (see Figure 9.8). Suppose you are a marketing intern for a minor league baseball team located in your region. Identify the pros and cons of each of the social media strategies in terms of the minor league baseball team. Pick two of the social media strategies. Describe a social media program the minor league baseball team could use.

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