Deck 8: Customer Insight, Dialogue, and Social Media

Question 1

In a customer-strategy enterprise, what is the primary reason to use social media?

A) to keep up with competition
B) to increase possibilities for dialogue and collaboration
C) to build customer relationships
D) to control brand image
E) to take advantage of new sales channels

Answer 1

to increase possibilities for dialogue and collaboration

Question 2

Which of the following is not a likely financial benefit of using social media?

A) increased buzz around a brand, product, or service online, potentially increasing sales across channels
B) improved search results from customer conversation about an organization, potentially driving more traffic to the company's Web site
C) more influence in offline referrals, leading to more deal closings
D) customers helping other customers online, reducing service costs

Answer 2

more influence in offline referrals, leading to more deal closings

Question 3

When listening to customer conversations online, the primary things to monitor are:

A) brand and customer
B) brand and competition
C) customer and competition
D) super-users and responders

Answer 3

brand and customer

Question 4

Another term for contributing to open source projects is:

A) super-user
B) crowd service
C) self-service
D) social media

Question 5

The average percentage of users who participate in an online community is:

A) 1%
B) 9%
C) 10%
D) 90%

Question 6

An enterprise seeking to create an online community to encourage crowd service would likely do all of the following except:

A) invite super-users to join the community
B) provide economic rewards for participating
C) advertise the community
D) provide a means for users to rate super-users' answers

Question 7

The 1-9-90 dynamic is most akin to:

A) exponential distribution
B) a bell curve
C) a power law distribution
D) a normal distribution

Question 8

When recruiting super-users, the most effective rewards will be:

A) monetary
B) social
C) sample products
D) b and c

Question 9

Social media has resulted in all of the following except:

A) increased capacity to deceive
B) decreased capacity to deceive
C) higher ethical expectations
D) decreased spin

Question 10

The blogs that draw the most readers tend to have all of the following characteristics except:

A) employees that post about their personal lives
B) employees that mostly post about products
C) content monitored as little as possible
D) rules applied to avoid legal issues

Question 11

You've been appointed as the new chief marketing officer (CMO) for a large packaged-goods company. Your CEO has decided that your company will be the premier "relationship" company in your industry.
a. What could that mean?
b. How will you execute that?
c. What will you use as data collection tools?
d. What role will interactivity play in your plans?
e. What role will e-mail play? Mobile devices? Social networking platforms? Be as specific as you can.

Question 12

Answer all the questions in question 1 as the new CMO for a large automotive company.

Question 13

Answer all the questions in question 1 as the new CMO for a retail shoe chain.

Question 14

Answer all the questions in question 1 as the new CMO (equivalent) for the U.S. Navy.