I have decided to do YouTube as an example for the second part of this week’s blog post. YouTube, as you all are familiar with, is a video sharing website that is run by the company Google.
Alexa.com ranks YouTube as number 3 in the world. Here are some statistics supplied by alexa.com:
The keywords that are seen on the page source are as follows, below is the screen shot of the code:
The keywords being:
Video
Sharing
Camera Phone
Video Phone
Free
Upload
REFERENCES
Alexa. (2014). YouTube. Available: http://www.alexa.com/siteinfo/youtube.com. Last accessed 20th Sep 2014.
For this weeks blog post I will be writing on three TV programs shown on Australian networks! I’ll be discussing the importance of their online presence and their online marketing activities.
TV shows today have established an online presence that allows viewers and fans to reach another level of connection and communication within any program. It has been made recognizable that viewers and fans look to seek information online, as to why these TV networks and program produces have shifted a substantial amount of content online.
X factor
The X factor is an online variety show that showcases a singing competition. The show is live when aired and typically follows a specific format every week. It is showed two days a week, Sunday and Monday.
The X factor is connected online through a website, Facebook, Twitter and also on Instargram, although most communication is seen with viewers and fans within Facebook, Twitter and Instragram, where in they create conversation and allow the audience to get involved with the show. They also promote upcoming live shows through Tweets and Facebook posts. The content also includes backstage and behind the scene videos, interviews, bloopers, images and information on future shows.
The show has its own community of supporters and fans online. The use of hash tags throughout the program could often result within a trending tag in Twitter during live show nights. Every show also involves the audience by showing some of fan tweets on air. Communication is highly established through commenting and sharing within the website pages.
The Voice AU
The Voice AU is a singing competition show much similar to The X factor. The show also integrates their presence through their own website and through social media sites, Facebook, Twitter, and Instagram.
The Voice AU works similarly with The X factor within social media platforms. They show promotion of their live shows through social media and they allow users to participate with show through the websites. They also show live tweets during shows and allow conversation within the websites.
Another avenue of online marketing and promotion the Voice AU provides is their own YouTube channel and available episodes on their website. Throughout all the media sites, users can comment, share, and like posts made by the program.
The Block
The block is a reality tv series shown on the Nine Network. It works as a building show where in competitors seek to compete against each other by renovating houses. The Block is usually shown during primetime television hours
Similarly to the X factor and the voice, the block has its own website, a Facebook page and also a twitter page. The webpage is connected through nine networks ‘jumpin’ page and the website offers clips and room tours of completed work in the show.
Their presence is highly seen within their twitter and Facebook page. People comment, share and like posts made by the website. Promotion of future shows and competitions among the social media sites are also made available by the network. The use of hash tags within the show and online is also highly present.
This weeks post will be focused on three social media sites. Facebook, Instagram and Twitter.
Facebook
Facebook is a social media website allowing people to communicate and connect with each other. Facebook allows users to ‘add friends’, whom they can share status updates, photos, videos and comments with. The social media website has blown up over the past few years and has now over four hundred million users. It can be accessed through a website and an application.
Instagram
Instagram is a photo sharing application that was developed for smartphone users. The application is dedicated to expression through photography. Users are able to take and select a photo, edit the photo and finally upload it to their own personalised feed. As well as this, Instagram allows users to follow other users and have the choice of directly messaging them through a chat system. Instagram is spefically made for smartphones but the social media site can also be viewed through a web browser.
Tumblr
Tumblr is a social media blogging website. Tumblr allows users to create posts and follow other blogs. The site focuses on users to create and inspire other people through blogging. It can be seen as both a social media and a micro-blogging platform. Ultimately, tumblr is about sharing media to other users.
Some statistics on tumblr:
Comparison
All three social media sites differ in the specific areas in which users can interact and communicate with one another. Communication and interaction vary greatly between the three websites but all have the same purpose of acting as a social media website. Text, photos, links, and videos can all be shared within the sites.
Social media websites can used through an integrated marketing communication strategy by a number of different ways. Marketing communication is seen across the sites specifically by the use of hash tags. Hash tags allow users to see the latest trends and events. Marketers can take advantage of the use of hash tags through promotion.
REFERENCES
Instagram. (2014). Instagram. Avalable: http://www.instagram.com. Last accessed 7th Sep 2014.
Facebook. (2014). Facebook. Available: http://www.facebook.com. Last accessed 7th Sep 2014.
Tumblr. (2014). About Tumblr. Available: https://www.tumblr.com/about. Last accessed 7th Sep 2014.
It is highly important for any website to have a consistent flow of traffic. If a website is not attracting enough visitors, the purpose of the website cannot be reached and profit is highly unlikely for a revenue based site (Hasselfors, 2008).
Below are the site traffic statistics for each of the four sites according to alexa.com:
TripAdvisor
TripAdvisor is an Australian travel website that allows users to view holiday reviews, photos, accommodation and other travel related content. The main page of the website allows users to narrow down available content through filters. Hotels, flights, holiday rentals, restaurants and destinations are the main selections where in users can freely access information related within those areas. TripAdvisor essentially targets people who are planning to go on a holiday, where in reviews for accommodation and destinations are made available.
TripAdvisor generally has a constant traffic within its site. The graph shown above shows that it is globally ranked as 5,128 as a website but traffic is still heavily present. The site has an average bounce rate of 43.30%.
Expedia
Expedia is an American based travel oriented site. It mainly focuses on filtering cheap flights, hotels, packages and car hire. The website is catered in Australia through expedia.com.au. Expedia’s main target is people looking for cheap transport through their travels. Cheap flights and rentals are emphasized in the home screen.
The Australian site is ranked 215 in Australia and 16,602 in the world. The site traffic for expedia.com.au is also relatively constant with daily hits reaching up to 25k during the past year. Expedia’s bounce rate is clocked at 34.30%.
Wotif
Wotif is a website that is solely dedicated on filtering hotel services. The website provides cheap reservation services and users can easily filter from a variety of accommodation selections. Wotif targets users looking for a cheap deal on accommodation. The site provides information that other travel sites do not offer such as information for accommodation for the next 3 months, allowing the chance of users having a better deal as hotels often drop their prices closer to the date.
Wotif is ranked 171 in Australia and 10,340 in the world. Hits have reached up to 14k a day within the past year of its operations. The site has had constant flow of traffic. Wotif has a bounce rance of 27.20%.
Booking
Booking.com is a travel site catering for cheap accommodation services. It claims to deal with big savings on hotels within 65 000 destination worldwide. Booking.com targets users who want a saving within their accommodation and as well as people who are looking for reviews of where they would consider staying.
Booking.com is globaly ranked 96 worldwide. The site has a constant flow of traffic and is a very popular site across the world. Booking.com has a bounce rate of 24.50%.
MINT DATABASE
Financial Information
Tripadvisor
Expedia
Wotif
Booking
REFRENCES
Hasselfors, H. (2008). The Importance of Web Traffic. Available: http://www.internetseer.com/services/article.xtp?id=26247. Last accessed 7th Sep 2014.
The New York Times. (2014). Expedia Inc (Del). Available: http://topics.nytimes.com/top/news/business/companies/expedia-inc/index.html?inline=nyt-org. Last accessed 7th Sep 2014.
Trefis Team. (2013). Here's Why We Believe TripAdvisor's User Base Will Continue To Climb. Available: http://www.forbes.com/sites/greatspeculations/2013/03/08/heres-why-we-believe-tripadvisors-user-base-will-continue-to-climb/. Last accessed 7th Sep 2014.
The 5 ‘I’s’, as discussed in the lecture, includes identification, individualization, interaction, integration, and integrity. Below are two websites that outline the 5 ‘I’s’ and its importance within websites.
IKEA (http://www.ikea.com/au/en/)
Identification within Ikea’s website is seen through account sign up and log in. Information and product preferences are kept through the use of accounts. The easy sign up allows easier and faster purchases upon checkout. The use of stored information also creates somewhat a client relationship within the Ikea and its customers.
Individualization can be seen through the use of preferential product information. Customers are able to select which products they are more interested in. Also, the ability to ‘save products for late’ allows customers to save wanted products in a wish list where it can be accessed in the future.
Interaction is seen through numerous ways within the website. The top right corner of the website has all the links for information on interaction in the website. Firstly, users are able to access a contact us section. There is also an online chat system that users are able to talk to a representative online through a tailored chat system.
Integration is seen through the available extensive product search and all information about products. A great example of integration is the option of seeing how products must be assembled.
Integrity is seen through the privacy, information on products, ethical responsibilities and terms and conditions within the website.
The Canberra Times (www.canberratimes.com.au)
Identification within the Canberra Times website is seen through a user sign up. One identified as a user, the website will be able to identify your preferred news settings.
Individualization is seen through personalised news and custom settings. Comments and conversations on articles are also available for users. A ‘save article for later’ is also available for users wanting to save articles to read for later.
Interaction is seen through comments within articles. A page with all contact information including emails, phone numbers and addresses are also available. Below are examples of user comments and interaction.
Integration is seen through the customised ‘my news’ section. Social media sites can also be crossed within the website and users can integrate and choose what to see within their news feeds for both websites.
Integrity is seen through a page with appropriate references and sources. The authors of the Canberra Times also validate the truthfulness and the honesty of the articles and the news presented. Below is an example of how the integrity of an article is supported by a reliable and trustworthy editor.
The Internet has drastically changed commercial and strategic possibilities for many organisations and businesses. It has introduced numerous new ways of creating and managing businesses all through innovative ways that potentially creates profitability. There are a number of e-business models that have proven success; this post will focus on two, an online revenue model and loyalty model through an example of its use within Asos.com.
Online Revenue Model
An online revenue model is a system design by which a business, through an online method, monetizes its solutions, products, and services (J. Visccio, 2010). Simply put, it is a process where in revenue is made through a business model online. Examples of revenue models can be seen through, subscription access, pay per view access, online advertisements, and online retail stores.
I have chosen to use the online retail store, Asos.com (www.asos.com), as an example. Asos is a British fashion and beauty store that serves menswear, womenswear, footwear and accessories. The online retailer sells over 850 brands and sales for the financial year of 2013 saw upwards of over £753.8 million (Reuters, 2013). The website is a perfect example of how profitability is made through an online revenue model. The rise in e-commerce throughout the years has shown a steady rise in potential within online revenue models, and asos is no exception in its success. The website is user friendly and visually appealing, which also contribute to the success of the online retailer.
Loyalty Model
An online loyalty model dictates the consistency of recurring customers within a business. It costs a business 5-10 times more to acquire new customers than it does to sell to a previous and existing customer (K. Peiguss, 2012). On average current customers will also spend more money than that of a new one. It is highly prevalent that loyalty within customers is important to the success of a business. With that said, loyalty programs are introduced within businesses.
Within the website Asos.com we see loyalty programs are established. Within signing up and first purchase, a discount is offered and an email subscription system is set up where in recurring emails outlining offers and discounts are provided to the customer. The website also keeps track of purchases and previously viewed items that will then tailor a specific loyalty model for the customer. Asos.com provides a good example of a loyalty program within online retailers, and its success comes from the constant consumer loyalty and their consistent purchases within the online retail store.
Davey, J. (2013). ASOS full-year profit jumps 23 percent. Available: http://uk.reuters.com/article/2013/10/23/uk-asos-results-idUKBRE99M04S20131023. Last accessed 31st Aug 2014.
Ingram, D. (2009). Online Business Models. Available: http://org.enom.com/online-business-model-definition-461.html. Last accessed 31st Aug 2014
Peiguss, K. (2012). 7 Customer Loyalty Programs. Available: http://blog.hubspot.com/blog/tabid/6307/bid/31990/7-Customer-Loyalty-Programs-That-Actually-Add-Value.aspx. Last accessed 31st Aug 2014.
Rappa, M. (2010). Revenue Models. Available: http://www.1000ventures.com/business_guide/revenue_model.html. Last accessed 21st, Aug 2014
