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@agiomuso
This last JIT exercise is a little different than the ones you’ve been answering thus far. Agresta, Bough, and Miletsky wrote “Perspectives on Social Media Marketing" using an interview format — Miletsky interviews Stephanie Agresta, from Porter Novelli and B. Bonin Bough, from PepsiCo....
JIT 11
1. The question I chose to answer in Agresta, Bough, and Miletsky's book titled, "Perspectives On Social Media Marketing" was how has social media changed general marketing strategies? It is truly astounding to see how much social media has changed the face of general marketing strategies. Unlike before, it has given more power to the people which has allowed anyone and everyone to make their voices heard. It also has allowed businesses to establish direct relationships with their consumers. Instead of companies talking at their consumers or potential consumers, they now are talking with their consumers through social media conversations, such as through Twitter or Facebook posts. Social media has also allowed marketers to advertise more freely and essentially at a much lower cost than traditional advertising.
2. I asked my sister who started her own business in employment background screening question number 5 which asked, "Is social media something that small companies and entrepreneurs can take advantage of, or is it mostly for large players only?"
Her response:
"Social media is almost more important for small businesses than it is for larger corporations because it is an inexpensive way to get your brand out to the millions of people and other businesses that utilize social networks. Not only are sites like Twitter easy to navigate, they are full of information (like links to articles) where one can learn more about their industry, provide insight, and promote their brand. Sites like Facebook and LinkedIn are equipped with the information a consumer needs to know about a brand." (Brittany Giomuso, Traceback Screening, Owner)
3. The question that I found the most difficult to answer was what would you consider to be the best social media campaign ever run? There have been so many social media campaigns run that have had such an impact that I would find it a little difficult to pick just one.
How can you tell your social media marketing efforts are really working?
That is an important question for company and brand managers who are willing to use social media in their marketing. In the article assigned, Donna Hoffman and Mark Fodor propose that companies should track the...
JIT10- Social Media Marketing Metrics and ROI
1. I definitely agree with Hoffman and Fodor that companies should track the investments consumers make on social media in order to understand whether a campaign is working or not. Social media allows consumers to play an active role in the marketplace which provides business with targeted feedback for their products. It is important for businesses to track feedback to make sure they are meeting the needs of the consumer because your consumers are what makes a business successful or not.
2. Another metric I would add to update the table of relevant metrics would be the Klout score because it can allow businesses to connect with several social media outlets and measures the exposure and engagement of the posts in each outlets. It can also show how successful each campaign is so that the business can decide what any appropriate steps might be.
3. I would recommend that he keeps track of his brand awareness, his brand engagement, and word of mouth. He can do this by keeping track of how many people "like" his Facebook fan page and how many people "share" his posts. On Twitter he could keep track of how many people tweet and retweet him. For his Youtube channel, I would recommend that he looks after the negative and positive comments about his videos as well as number of views. As mentioned above, I would also highly recommend keeping track of his Klout score.
Independent Class Leadership: Mobile Social Media
For my Independent Class Leadership presentation, I strictly focused on Mobile Social Media. First, I start off playing a Youtube video that emphasizes the importance of advertising your business with the fastest growing, most convenient way to reach your customers and increase your sales. Then, I list and explain the five steps to highly effective social-mobile campaigns and why each step is so important. Finally, I conclude with an engaging discussion question. Below I will provide the link to the Youtube video. Please contact me if you would like a copy of my Powerpoint slide.
https://www.youtube.com/watch?v=cyymyoswyw0
Reference:
http://blackboard.jcu.edu/bbcswebdav/pid-259360-dt-content-rid-886790_1/courses/MK-405-51-201410/Five%20Steps%20to%20Highly%20Effective%20Social-Mobile%20Campaigns.pdf
The Mobile Marketing "Do's" and "Don'ts"
1. Starbucks has one of the most successful marketing campaign. Starbucks offers many ways for consumers to connect with the company, all while ensuring privacy. They process over one million mobile payments a week, making them one of the biggest players in mobile commerce. There are many ways which makes Starbucks mobile marketing so very successful. Starbucks makes sure it has a presence on each and every channel instead of putting their focus on only a single channel. Not only do they feature the latest technology, such as augmented reality and QR codes, but they also take advantage of traditional channels, such as SMS, mobile advertising, and applications.
http://www.mobilemarketer.com/cms/resources/mobilegends-awards/14499.html
2. Papa Johns Pizza is considered one of the many companies who had a mobile marketing plan that failed. In hopes of expanding its presence from 215 shops to 500 shops, Papa Johns distributed over 500,000 illegal text messages to customers. Consequently, this lead to a class action lawsuit seeking over $250 million in damages. The company eventually settled for $16.5 million in which they had to $50 to each member of the class, along with a free pizza.
One approach that Papa Johns can utilize is the use of QR codes. That way, consumers can choose to scan their code rather than being forced to read their text messages where it can cost the consumer usage and data rates.
One thing that Papa Johns can learn from Starbucks is that you have to let consumers come to you. The more you send constant text messages and/or emails, the more "spammy" your company looks and the more likely consumers will find you annoying.
http://www.mobilemarketer.com/cms/news/legal-privacy/14234.html
3. As a marketing student, and a millennial consumer, I believe that mobile marketing will continue to grow because with so many consumers on the go, mobile is a natural way to connect and engage. I also think that it will become an expected part of every marketing mix.
"Simply" General Mills
General Mills is one of the largest food companies located in the United States. In order to generate innovative concepts from crowdsourced partners, General Mills has created the General Mills Worldwide Innovation Network (G-WIN). By teaming up with world-class innovators from outside the company, they can help General Mills to deliver new levels of taste, health, and convenience in their products.
General Mills always seeks ideas that will help the firm deliver breakthrough innovation in any area of operation. The G-WIN open call encourages consumers to go on their website and click the “Submit a Novel Proposal” tab to suggest product or technology innovation useful to General Mills and its businesses.
One specific crowdsourcing project that the company did using its G-WIN brand community was its Pillsbury “Simply” products. The General Mills I-Squad team (where “I” stands for Innovation) conducted research behind the “simply” concept. General Mills found that there was a new, popular mindset of consumers to live more simply. In order to response to this mindset, the I-Squad team conducted in-depth, in-home interviews where they were able to define 8 defining characteristics that people associated to simplicity. The new mindset they were trying to understand was the popular yearning to live more simply. One characteristic was a trust in the inherent goodness of basic ingredients the consumer can pronounce. Pillsbury then launched two batches of “simply” chocolate chip cookies and “simply” peanut butter cookies. This “simply” was such a success that it expanded to other General Mills product categories because it responded to consumer wants.
At General Mills, their goal is to make consumers’ lives healthier, easier, and richer. Because millions of people around the globe enjoy their products every day, they count on new product innovation to help them to continue to meet the evolving needs of those consumers. The main goals in the “Simply” project were accomplished by using both solution generation and solution evaluation. The company was able to come up with products that fit the consumer’s desires and concerns with food products.
When businesses tap into the crowd in the right way, they can reap low cost-problem solving and innovative ideas. Jeff Howe defined crowdsourcing as “The act of taking a job traditionally performed by a designated agent (usually an employee) and outsourcing it to an undefined, generally large...
Since Google announced last January its agreement to purchase the Nest Inc. (a home control company) for $3.2 billion, making a gigantic leap into the smart home industry, marketers are predicting how this changes search engine optimization (SEO) and poses new challenges in optimizing for a new...
Ethical or Unethical: Which Would You Choose?
1. White Hat SEO refers to the usage of SEO strategies, techniques, and tactics that focuses on human audience as opposed to search engines and follows search engine rules and policies. Examples of white hat techniques include using keywords and keyword analysis, backlinking, and link building to improve link popularity.
2. Black Hat SEO refers to the use of aggressive SEO strategies, and tactics that focus only on search engines and not a human audience in order to improve rankings, and usually does not obey search engine rules. Examples of black hat techniques include keyword stuffing, spamdexing, invisible text (an invisible div or positioned off screen), and cloaking.
3. Two companies that employed black hat SEO techniques and who were penalized by Google include JC Penney and Overstock. Both JC Penney and Overstock were guilty of using robots designed to send links back to their website. One company that always employs white hat SEO techniques is About.com. About.com assigns an "expert" to each of their niches. They encourage their writers to write in first person and add personal anecdotes and only publishes genuine content. In order to avoid getting dropped by Google for using black hat SEO techniques there are many other ways to increase rankings while using white hate SEO techniques. I would suggest increasing post frequency, promoting through social media networks, and adding more pages to your site.
http://www.mequoda.com/articles/audience-development/the-best-white-hat-seo-techniques/
http://www.webopedia.com/TERM/W/White_Hat_SEO.html
In 2013, US retailers spent around $9.5 billion on online advertising. Over 3.5 trillion display ad impressions were served in 2012 (comscore, 2013). The top 5 display ad companies are Google, Facebook, Yahoo, Microsoft and AOL, and together they account for over 50% of US diplay ad revenue...
1. The two types of online advertising I have selected are social media ads and search engine. Social media marketing refers to the process of gaining traffic or attention through social media sites. It offers a potentially unique advertising opportunity. Social media networks offer brands an interesting proposition. Social media ads target to specific demographics, social connections, interests, and habits. Search engine ads are the ads that appear along side of the screen when a consumer searches the web through a text box search engine. 2. The Fortune 500 company that I chose was Macy's. It really doesn't have anything to do with my mantra, but I enjoy shopping at Macy's. I was able to find a search engine ad and social media (via Facebook) ad by Macy's. Unfortunately, my Tumblr will not allow me to upload images, but I did save them in a Word document.
3. The marketing goal of the social media ad is to prompt consumers to purchase a Valentine's Day gift at Macy's. The search engine ad marketing goal is to entice the consumers to visit Macy's or Macys.com using a 15% off New Year coupon. Both of these ads lead to a Macys.
4. Regardless of where the ad is located, I personally believe the ad that offers a discount is more effective. It is rare that a consumer loves paying full price. This offer is extremely effective in leading consumers to their webpage. Since many, many people are on some sort of social media site, I would recommend that Macy's put the ad leading to the 15% off discount should be placed on Facebook.
http://www.sempo.org/?page=intro_to_sem
http://www.businessinsider.com/social-media-advertising-set-to-explode-2013-7#ixzz2t3JMKogH
Also, it won't let me rename by blog post.
You post, you tweet, you pin and tumble, you share, you comment and you like, but how much influence do you really have online?
1. What’s your Klout? Measure your degree of influence on the social web, and reflect on what your score means. What is your Klout score goal at the end of this...
1. Currently, my Klout score is a 35. I do not have much of a social media influence because I do not post much, other than photos. I don't talk about myself, religion, politics, the latest trends, or what is going on in the world. I suppose I would consider myself more of a lurker.
Unfortunately, the snapshot of my Yasiv will not upload to Tumblr, although I did save it to a Word document.
2. Since many people can be influenced via social media, I learned from my network visualization that it is important to know why certain users are clustered together. If you have this information, it might be easier to identify their wants and needs in order to help launch, promote, and sell products.
3. Based on what is available online about me, I believe that I portray an average college student who loves being with family and friends. I don't use social media very much to interact with people. More so, I use it to see what people are talking about, occasionally post pictures, and to see anything new that might be happening in my friends' lives. My desired personal brand is to be someone that others can look up to. Someone who provides helpful and useful insights. I also would like my personal brand to be viewed as a knowledgeable, educated woman who is involved in many activities. I can attempt to achieve this goal by posting more about my involvements in extracurricular activities. Although I do not use Twitter very often, I can use more words of encouragement when posting to Twitter.
Image via http://bit.ly/1douuCc
The case study for this week, United Breaks Guitars, examines social media tools and their effects on a brand. In the Web 2.0 era, the consumers have become active participants in their media consumption; they now can command powers of connection and...
1) Dealing with customers all the time, it is very hard for me to say that the customer is always right. Most of the time, the customer is wrong. But if you want to have a successful business with loyal customers and a growing clientele, you have to satisfy the people who are buying your service or product. With that being said, United did not handle the situation properly. United clearly did not expect a dissatisfied customer to use social media against them.
2) This video was seen by so many people so quickly because of the internet and social media. With just about any information being at your fingertips, its not very difficult to see and know the latest news. It seems that more and more, when a customer is unhappy with the service or product they have purchased or experienced, they have no problem saying how they feel when it's through social media. Dave made it interesting and created a song about the incident, so of course people are going to want to see what happened in his situation, especially when considering which airline to chose.
3) Corporations should prepare for the challenge posed by user-generated video and other material disseminated on social media by first off, striving to have excellent customer service. Although it's almost impossible to please every single customer, a corporation should not let a customer's dissatisfaction to get that out of control. But, if it does, the corporation should learn how to take the negativity and use it to make themselves better.
Image via http://bit.ly/1douuCc
The case study for this week, United Breaks Guitars, examines social media tools and their effects on a brand. In the Web 2.0 era, the consumers have become active participants in their media consumption; they now can command powers of connection and...
