Question

Chapter 14: Video Quiz - Luke's Lobster

Video Transcript:

>> What are you doing there?

>> Put the roll on the butter wheel.

>> In 2009, near the height of the recession, 27-year-old Luke Holden took a risk; he opened a lobster sandwich shop in New York City.

>> We're a young, hardworking team that does -- has never had a lot of resources and we like doing things with our hands. It's enabled us to grow during hard times.

>> To make it work, Holden held onto his day job at a bank and spent nights and weekends serving $14 lobster rolls from a less than 300 square foot storefront.

>> I love doing this, you know, we've got a great team around us.

>> A few months later, shunning traditional forms of advertising, he put Luke's Lobster's campaign online. Holden teamed up with a new tech startup called Foursquare. If I'm somebody who's never heard of Twitter, never heard of a mobile application, is a little bit confused what even a smart phone is, how would you describe what you're doing?

>> Forget about paper, forget about carrying coupons around, that loyalty card, booklet or any one of these things that you get in the mail, we're trying to make it so that it's a little bit more digital into the more virtual like this digital wallet that you're carrying around, that's constantly rewarding you as you go around and explore your city.

>> Foursquare is a mobile application that allows its 10 million users to virtually check in from their smart phone when they visit a local business like Luke's. The information is then shared with everyone in the individual's social network.

>> Word of mouth from your friends is stronger than I think any other form of advertisement in my opinion.

>> The information is also shared with the business where someone's checking in so a company knows exactly who its customers are.

>> And then we're also helping local merchants connect with the people that are most likely to become, you know, really great customers with those and through that, we're allowing businesses to, you know, offer discounts and specials to a lot of these local merchants.

>> So you just checked in to Luke's.

>> Yes.

>> And how many times have you been here this week?

>> Probably twice this week but according to Foursquare, I think I'm like at 107 visits now.

>> 107 in how much time?

>> Over -- a bit over a year.

>> Virtual customer loyalty with a very real impact on businesses like Luke's. Do you think it's possible to do business as an entrepreneur now without using these social tools, social media?

>> I think it's possible but I don't think it's smart. If someone takes the time to do some type of action outside or inside of your restaurant that doesn't involve buying food at the counter, then that action should be recognized

please answer these multiple choice questions correctly:

1)Which of the following is NOT a reason that Luke’s Lobster uses FourSquare and other social media platforms?

To develop and use its own promotion department

To learn about customers likes and dislikes

To polish a brand image

To develop and promote new products

To create a community feeling

2)FourSquare is best described as a

crowdsourcing platform.

social media community.

social game.

social content site.

blog.

3)Of all the social media tools available, for Luke’s Lobster, one of the most important aspects of FourSquare is

blogs.

ratings.

hashtags.

games.

podcasts.

4)Luke’s Lobster uses social media technologies, channels, and software to create, communicate, deliver, and exchange offerings that have value; this is called

social media marketing.

crowdsourcing.

social media research.

inbound marketing.

social content marketing.

***please please please gave me correct answers for these question. because i always get wrong answer, when i asked here.

Answer 1

1) Which of the following is NOT a reason that Luke’s Lobster uses FourSquare and other social media platforms?

a) To develop and use its own promotion department

b) To learn about customers likes and dislikes

c) To polish a brand image

d) To develop and promote new products

e) To create a community feeling

Answer: Option a. FourSquare and other media platform are not used to develop the in house promotion department of Luke’s Lobster. The usage of social media helps in empowering the customer to encash various benefits offered by the company. The company is also able to track the customer’s likings and dislikings. A small community is created where the consumers, the retailers and the suppliers can interact with each other.

2)FourSquare is best described as a

a) crowdsourcing platform.

b) social media community.

c) social game.

d) social content site.

e) blog.

Answer: Option b. FourSquare is initiating a social community of the Luke’s Lobster. The customers can use the platform to shop, the suppliers and the retailers can use the platform to interact with the customer and understand their preference pattern. So, in short it is a social media community that is connecting all the stakeholders of the company.

3)Of all the social media tools available, for Luke’s Lobster, one of the most important aspects of FourSquare is

a) blogs.

b) ratings.

c) hashtags.

d) games.

e) podcasts.

Answer: Option b. The FourSquare helps the business to understand the customers’ likings and preferences based on product ratings.

4)Luke’s Lobster uses social media technologies, channels, and software to create, communicate, deliver, and exchange offerings that have value; this is called

a) social media marketing.

b) crowdsourcing.

c) social media research.

d) inbound marketing.

e) social content marketing.

Answer: Option a. Luke’s Lobster is using social media as a marketing tool. Hence it is a social media marketing.