Security

Question 1

What is social shopping?

Answer 1

1. in the ME Instagram is used as a platform to connect buyers with sellers
2. Transactions are then completed using other methods between buyers and sellers
3. has not taken off in western societies

Question 2

What has been developed on social media?

Answer 2

1. Platforms: like Facebook, Instagram
2. Aggregators: bring content together from different social networking services to one location
3. Blogs: now, Vloggers e.g. Zoella
4. Citizen journalism sites: articles by individuals distributed through
5. Content sharing platforms (photos, music)
6. Forum and discussion boards
7. Bookmarking and link sharing services

Question 3

What is the importance/benefit of social media? CAMP TAG

Answer 3

1. important for communications
2. advertising has grown hugely but not commerce
3. important for mindshare (branded search)
4. use of social media for public relations
5. owned/earned media can generate traffic
6. social media is mainly about attitudes

Question 4

How does social networks fit in to the context?

Answer 4

• they are are platforms
• one sided: connecting (direct network effects)
• two sided: generating revenue (indirect network effects) games, advertising

Question 5

What are the barriers to B2B social media? (CL SURF)

Answer 5

• Cost issues
• lack of staff knowledge
• senior managers lack of support
• uncertainty about benefits
• reputation risk and legal issues
• fear of loss of brand control

Question 6

Why has B2B not adopted social media as readily as B2C?

Answer 6

• brand awareness
• loyalty
• engagement
• sales
• collect market research data

Question 7

How can B2B social media be successful?

Answer 7

1. Successful firms consider recipient content as consumers/people who can be influenced or engaged.
2. Use B2B social media to increase brand awareness
3. put a human side to B2B firms
4. connect with key participants

Question 8

How are the message strategies different in B2B vs B2C for social media marketing?

• brand strategy
• message appeal
• selling strategy
• info search

Answer 8

Brand strategy: 
B2B: Corporate brand names 
B2C: product brand names 
Message appeals: 
B2B: Functional 
B2C: emotional 
Selling strategy: 
B2B: Few direct calls to purchase 
B2C: Many direct calls to purchase 
Info search: 
B2B: High 
B2C: Low

Question 9

How is B2B different from B2C?

Answer 9

1. More structured buying process
2. Purchasing centres and rules
3. Lager purchasing budgets
4. More serious relationships
5. Long term

Question 10

Talk about “Maersk” success in reaching out on social media?

Answer 10

1. Told stories: used firm history
2. Owned to earned media and engaged= marketing strategy
3. Transparency online
4. Put a human side to Maersk
5. Notion of content marketing

Question 11

Define social media

Answer 11

A group of internet based applications that build on the ideological and technological foundations of web 2.0 and that allow the creation and exchange of used generated content