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[achamoun222]

ROI & Social Media Metrics for Marketing

1.Do you agree with Hoffman and Fodor’s position? Why or why not?

            I agree with Hoffman and Fodor’s position because it is important to track the success of your social media but also to have a better understanding of your customers’ interests and behaviors and what they look for. The only way to have a successful social media is the traffic you drive to your page and also to your company. The best way to do this is to develop good relationships with your customers in order for them to be loyal to your company as a whole.

2. The article you read is from 2010. Can you think of some new metrics brands should track when their objective is to increase brand awareness, brand engagement, and word-of-mouth? In other words, if you had to update the table of relevant metrics (p.372), what new metrics would you add?

            I would add new social media outlets that have been developed since this article, such as Instagram. Many companies now are implementing their ads and campaigns through Instagram by giving customers incentives to hashtag the company’s name and a photo of their product to spread brand awareness. Many celebrities are also posting photos of products that they use from different companies. In result, many fans are looking into these types of products and are purchasing them.

3. Your friend has a really cool band, but not many fans yet. He wants to increase the band’s fan base, so he has recently started to promote the band using social media. He has created a Facebook page to share music news, a Twitter account to talk to fans and inform of upcoming concerts, and a YouTube channel to share videos from concerts, backstage scenes, and a couple of videoclips. He has hired a developer to create a new website for the band, and is paying for a community manager to create content and administer the Facebook, Twitter, and YouTube accounts. He’s now wondering whether this investment is paying off. He knows you’re taking a social media marketing course, so he asks you for some advice. What metrics would you recommend your cousin to track in order to evaluate the effect of his SMM efforts?

            There are many different ways to measure the effectiveness of these social media outlets. For instance, with Facebook you can see how many likes and comments they receive on their account and seeing if they are sharing the link to other friends that they have. Also, with Twitter you can look at the number of followers they have and engage with those followers by retweeting their tweets or even by following them back and replying to their tweets that are related to the band. For YouTube you can view how many subscribers they have on their channel. Most importantly for all three social media outlets you can measure the click-through rate for each page. To be successful in any business the essential element is to interact with your fans and followers to develop relationships with them. As a result, your followers/fans will spread word-of-mouth to their colleagues and friends about your company which will increase awareness and your ability to grow into a well-known company, or band for this instance.

[achamoun222]

Ikea vs Shape Magazine

1. Identify a successful mobile marketing campaign. Explain how the campaign worked, and what made it a success. Include a link to the article/company that describes the marketing campaign. Ikea’s mobile marketing campaign was vey successful. They developed their catalog to be able to engage their customers and make it easier for them to picture the furniture they liked in the catalog in their own room in the house. Ikea has brought mobile marketing to the next level. Consumers can look through the catalog and put their phone over an icon and the image can be placed in the room that they would like the furniture to go. This campaign was a big hit. It inspired their customers and that was their main goal that they achieved. http://www.capturecode.com/three-effective-mobile-marketing-campaigns-to-learn-from/ 2. Identify an unsuccessful mobile marketing campaign. Why did it not work? Using the three approaches above, what would the company have done differently? What can the company learn from the successful one? Include a link to the article/company that describes the marketing campaign. Shape magazine decided to engage with their consumers by using the Layar app. This app is used by a cell phone’s camera to layer a digital experience. The app took to long to download and to get started. It did not give the customer what was promised; instead it took the customer to a different site. http://mobilemarketingfail.com/ 3. As a marketing student, and a millennial consumer, where do you think mobile marketing is headed? I think it is headed in the right direction. I believe that sooner or later mobile marketing will be one of the biggest ways to market in a company but will need a lot of work to become very successful and to not loose the consumers attention. #jit9

[achamoun222]

1) What kind of online social games do you play? Can we design this kind of gameful experiences in non-game contexts to make them more engaging?Are your motivations for playing this game similar to the ones found by studies cited in McGonigal’s talk?

To be honest, I don’t play any games. I used...

[achamoun222]

Gamification

1)    What kind of online social games do you play? Can we design this kind of gameful experiences in non-game contexts to make them more engaging?Are your motivations for playing this game similar to the ones found by studies cited in McGonigal’s talk? 

To be honest, I don’t play any games. I used to play temple run and words with friends on my phone but that lasted only a couple of weeks. I played them to pass time and because my friends told me to download the game on my phone. I do believe that we can design this kind of experience to make them more engaging because it involves interactions with others and to have a connection with them, especially in the game words with friends.

2)    As a consumer, have you encountered any examples of a successful gamification in marketing? Share one with us (make sure to provide the link to the game)!  How does the company apply gamification to meet business objectives? What is(are) the goal(s) of this game? Does this game address or create an experience to build up any of the four types of resilience that McGonigal identified in her talk?

Bunchball's Nitro is integrated into IBM Connections. Through Nitro’s gamification features new IBM users are encouraged to acquaint themselves with the platform by completing a few straightforward tasks, or missions. After completing 20 missions or more, they are moved to higher level and become a much more engaged and knowledgeable IBM Connections community member. This game achieves the social resilience.

3)      Here’s a challenge: Now, let’s say your instructor wants to “gamify” the social engagement technologies course at JCU  (aside from the Google Online Marketing Challenge) in order to improve students’ learning experience. What can we learn from your example above that could be applicable to the course?

            For my example above, I believe that people will be able to communicate with others better and to be more engages in the learning experience of a classroom. In addition, I think that people will do better as a whole with the ability to engage themselves with other colleagues.

[achamoun222]

My Starbucks Idea Project

  1. Choose a brand community that is crowdsourced by a company. Describe the brand community in terms of community affiliation, existing community roles, and community scripts. (read Fournier and Lee’s article, “Getting Brand Communities Right”).

Starbucks does its crowdsourcing with My Starbucks Idea. It encourages customers to submit ideas for improving customer service and to create better products. Consumers can discuss their ideas that they posted with other consumers. In addition, Starbucks dedicated a team of 40 Starbucks employees, called “Idea Partners”, to read all the ideas and share the most popular one with the decision maker in the company. This crowdsourcing tool  allowed Starbucks to directly connect with consumers and show that customers are a priority to the company and a part of an on-line community.

2. Identify a blog that is dedicated to discussing topics related to your brand/ company or the industry which your identified brand/company belongs to. What is its communication strategy? What is the community reaction? (read Kozinet et al’s article, “ Network Narratives: Understanding Word-of-Mouth Marketing in online communities”). How can the company/brand utilized this blog for crowdsourcing?

Starbucks Melody is a blog for Starbucks fans to connect with one another about which products they like at Starbucks and new things they have learned about coffee. The creator of the blog posts news and information about Starbucks and for the fans to share their own comments about the articles. It is only a fan-creating website. Therefore, I think that Starbucks can use this information to have a better understanding the fans opinions of their products and what can be changed to better the company as a whole.

3. Identify and describe one specific crowdsourcing project that the company did using the brand community discussed in (1). Make sure to identify what form of crowdsourcing  is used, the challenge/problem, and the measures used (or can be used) by the company to evaluate the effectiveness of the project. (read HBR’s Using the Crowd as an Innovation Partner).

A customer named Shannon shared her Project Starbucks idea with the My Starbucks Idea Community. She wants Starbucks to display local paintings on their walls. She believes that it will create a home-like atmosphere that will draw many customers in to the store. In addition, her project idea has been included in the Dallas Morning News and the Lakewood Advocate. Shannon’s idea is has 120 points currently.

4. After reading Bonabeau’s “Decisions 2.0”, specify the main goals of the crowdsourcing project you’ve identified in (3), whether it’s solution generation, solution evaluation or both. What approach did the company use to accomplish these goals? What approach should the company use? Provide rationale.

It is both solution generation and evaluation. Starbucks uses this crowdsourcing tool to connect with their customers and to know what the customers desire to see in the company. Starbucks states that the only people that know their company better is the customers so they want to see their suggestions and implement them into the company.  Many products that Starbucks offers was created by their customers ideas on the blog, such as paying for their orders on the Starbucks app, cake pops, and free wifi.

[achamoun222]

The two types of online advertising that I chose are search engine ads and social media ads. Most search engines ads are shown along the side of search results. The search query decides which ads should be shown. Typically advertisers pay a fee every time someone clicks on their ad, which is...

[achamoun222]

Search Engine Ads Vs. Banner Ads

The two types of online advertising that I chose are search engine ads and social media ads. Most search engines ads are shown along the side of search results. The search query decides which ads should be shown. Typically advertisers pay a fee every time someone clicks on their ad, which is called Pay Per Click, whereas traditional advertising they pay for the number of impressions. Banner ads are a type of advertising on the World Wide Web.

Google is the Fortune 500 Company that displays both of these types of advertising.

Here are some examples of the two types of advertising:

    For the first example on Google the goal is to get people to purchase flowers easily by seeing the prices along the side of their search. This is targeting people who want to by flowers and do not have a lot of time to search for the right price. For my second example YouTube has many banner ads. For this specific ad is targeting the audience who likes to listen to media. I believe that MasterCard did a great job on their ad because they incorporated a musician in their advertisement.  

The search engine ads are more effective because people who use Google or Bing are looking for something and these ads make it easy on the audience to go straight to the page that they are looking for without any hassle and purchase their products. I think that Google should have to many ads up during one search because it does get overwhelming so if they can just display a couple it would be better.

http://mashable.com/category/banner-ads/

http://searchengineland.com/guide/what-is-sem

[achamoun222]

1) Evaluate United’s response to Dave Carroll’s video? Did the airline handle the incident well?

I believe that United could have held the situation better. It took them 9 months to respond to Dave’s claim. By the time Dave launched his video and it became viral is when United started taking...

[achamoun222]

1) Evaluate United’s response to Dave Carroll’s video? Did the airline handle the incident well?

      I believe that United could have held the situation better. It took them 9 months to respond to Dave's claim. By the time Dave launched his video and it became viral is when United started taking action. In my perspective, United should have dealt with the situation right when it happened instead of waiting till Dave used social media to share what happened to the world.

2) Why was this video seen by so many people, so quickly?

        This video was seen by so many people because social media has become an important factor in people's daily lives. Many people these days use social media to complain about their bad experience with a company. Dave's video became so popular because many individuals have had a similar experience, especially with airlines.

3) In general, how should corporations prepare for the challenge posed by user-generated video and other material disseminated on social media?

        Corporations should be willing to do whatever it takes to make a customer happy. In the end, all what matters is how a corporations handles a complaint by a consumer, especially through social media. The satisfaction of consumer is an important element in any business that is seeking success.