clementinepiau

147 days in the United States. I am a French Student in the United States of America. I live in Cleveland. I study Marketing at John Carroll University. On this tumblr, I relate my trip in some photos.

[clementinepiau]

Ikea Success VS Ford Fail

1. Last year, Ikea created a marketing campaign in order to transform the traditional Ikea catalogue to a more interactive platform. To this end, Ikea launched an app for its consumers. Thanks to this app, the consumers could scan the pages of the catalogue and discover new products. This mobile marketing campaign was a real success as the app has been download 6.5 million times. Besides, as the catalogue was more interactive than a traditional catalogue, the engagement among the consumers increased from 3 minutes to 8 minutes. What made it a success was the creative idea to attract the consumers.

http://vimeo.com/46289580

2. An example of an unsuccessful mobile marketing campaign is the one Ford did for its Ford Escape. Actually, at the end of a TV commercial, Ford advised the consumers to send a text message to a phone number in order to have more information about the car. After writing his ZIP code, the consumer received information about dealers in the area and some offers. Then, every two weeks until he opted-out, he received the same unclear message: "Ford: Thanks for your interest in Ford! Your local area dealers still have great offers. Reply w/ur full name 2 B contacted. Msg+Data rate apply. Stop=Optout". The issue was that he never received any information about the SUV, but only "great offers". This campaign did not work because the message was not clear and was not what the consumers expected after  watching the TV commercial. Plus, the message was considered as intrusive and even spam as it was send every two weeks. 

In order for the campaign to be successful, Ford should have provided a short video explaining the characteristics of the SUV or at least some images instead of an intrusive text message since 65% of the audience is visual learners.

Ikea did a successful campaign because it was a well-working campaign that met the customers' needs. Thus, Ford should have created a campaign that ensure to give information about the SUV and not only explaining that there are some good deals in the customer's area.

http://www.jatxt.com/ford-and-text-message-marketing-campaigns-that-fail/

3. As our generation is dependent on their mobile phone, I reckon that mobile marketing will be a key tool in the future. Our generation is willing to download and try any new apps because it is a curious generation when it comes to technologies. People want to be the more up-to-date possible, that is why it is a huge field for marketers. They know as a fact that our generation will try, then, the success of the campaign relies on the app itself.

[clementinepiau]

Individual Class Leadership #7: Mobile Marketing

For my Individual Class Leadership, I focused on Mobile Marketing.

I decided to divide my presentation into 3 related parts. First, I explain what Mobile Marketing is. According to the following website (https://universitymarketing.illinoisstate.edu/downloads/IllinoisState-MobileMarketing.pdf), "Mobile marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.” Indeed, Mobile Marketing is a recent marketing and as 90% of the American consumers own a smartphone, it is one of the most important tool for the companies.

Then, I decided to focus on Mobile Social Media. I gave first a definition of it and then I explain what are the pros and cons of Mobile Social Media.  I used this source for this explanation: http://ixmbabw.wikispaces.com/•Pros+and+Cons+of+Social+Media+Marketing+and+Mobile+Marketing

In the third part, I provide some examples of Mobile Social Media such as Location (Foursquare, Google Latitude, Gowalla), mobile tagging with the example of the Ikea Catalogue, which is a further application of Mobile tagging, and then Social App, such as Facebook, Twitter, LinkedIn, Pinterest or else Instagram. For this part, I used these sources

https://econsultancy.com/blog/62971-six-great-examples-of-mobile-marketing-campaigns#i.1vaaf8ufsvco2x and https://universitymarketing.illinoisstate.edu/downloads/IllinoisState-MobileMarketing.pdf

In order to prepare this presentation I also referred to the class readings, especially If you love something, Let it Go Mobile.

[clementinepiau]

April 1st: Google launched a worldwide game based on Pokemon

1) Usually, I do not play a lot of social games because I quickly feel bored about a game. The only one I keep playing is Candy Crush. I also began to use Duolingo but I stopped. We can definitely design Duolingo in order to make it more engaging. In fact, Duolingo is a game that allows the user to learn a new language step by step, that is why it has more an educational purpose that we could make even more important. As for Candy Crush, I do not think it is possible to design it in a non-game contexts for it is a game that aims to provide entertainment. When I play a game, my motivations are not completely different from the ones cited in McGonical's talk that is to say to "tackle tough challenges for more creativity, more determination, more optimism and we are more likely to reach out others for help". Actually I play a game to tackle challenges but also to have entertainment.

2) For April 1st, Google launched a game on its Google Maps App on iPhone and Android. The game refers to the game Pokemon. Actually, the users can find more than 150 Pokemons all around the world. When I first learnt aout this game, I was very curious, so I downloaded the app and started playing. Even if it happened today, we already know that this ramification was a success. By looking on the social media, we can see many positives comments, or articles shared about the topic. Plus, I have seen many people playing this game today and enjoying it. Some of my friends who tried were completely addicted. Here is the link of the video presenting the game https://www.youtube.com/watch?v=4YMD6xELI_k This game, which will end on April 2 at 2 PDT, aims to first make the users download the app, and then look for the best player and offer him a job starting on September 2014. The Google Maps Game actually refers to several types of resilience that McGonigal identified in her talk such as Mental Resilience, Emotional Resilience and Social Resilience. This game allows the users to review their geography by looking for Pokemons all around the world. Besides, it allows the users to share their experiences with their friends, that is the reason why it also refers to Social Resilience. As for the Emotional Resilience, many users or "gamers" have known Pokemon for years and this game reminds them of their childhood or their hobbies after a day at work.

3) As we could have seen in the Google Map example, in order to be successful, a game needs to be entertaining and needs to provide good content. It needs to refer to the Social and the Mental Resilience in the meantime. This way, the students can learn from the game, while sharing with their classmates. I do not think that the Physical Resilience is needed in this game, but I do believe that the Emotional Resilience should also be included. In order to be involved in the game, the students need to find  something that will entails an emotional reaction, such as a souvenir or something else.

[clementinepiau]

Apple's communities

1) I have chosen to work on Apple's brand community because it is a huge community all around the world. The community affiliation includes shared activities, values, or goals hence it is considered as a pool. I reckon that within Apple's community there are several community roles such as Celebrity, Greeter, Guide and Ambassador. Indeed, this community mainly relies on blogs and forums where people can share ideas about the products or help each other with the use of the Apple products and applications and these facts refer to the Guide and the Greeter roles. In this community, people are not reluctant to let people enter the community, on the contrary, the more people there are in the community the better. Also, this community focuses on promoting the brand and sharing their idea: everybody who owns an iPhone is proud to be part of the community. Besides, there are people in the community who are famous members, they are the Celebrities of the community since they have a strong influence on the others. As for the community scripts, I would say that Apple's community scripts is similar to the sewing circle and it is linked to the community roles I have quoted above: Guide. Actually, the members of Apple's community share their experience on blogs and forums and can find any support on these websites.

2) The following blog http://www.cultofmac.com is dedicated to Apple community. It provides advice and critics on the products. This blog does not mention any participation in a WOMM campaign. The authors seem to be very focuses on providing smart and useful content for the readers. Thus, they have comments and critics about Apple products and services. Besides, they are clearly defined as one of the best information source. The blog is communal and implicit, that is the reason why I believe its communication strategy is Evaluation. As for the community reaction, I would say it is more neutral and even negative regarding WOMM campaign. They do not have hostility toward opinion leaders, they listen their advices and often comment.

3) Apple used crowd complementors as a crowdsourcing project. Indeed, they used "crowd-sourced Wi-Fi hot spots and tower locations to determine the user's location." (http://www.crowdsourcing.org/editorial/apples-iphone-4s-uses-crowdsourcing/7320). The challenge was to access to these technological information and to get results from that. Thus, they used apps and iOS to find out the user's location. The project was pretty effective as Apple was able to situate its users and used the information to offer them suggested apps for example.

4) The point of the crowdsourcing project was to improve proposals that Apple makes to its consumers based on their location. Indeed, the purpose was to find information that prove Apple's researches that is why it was solution generation. To accomplish the goals, Apple used trials and analyze the results they got. I reckon this was a good way to understand what the customers expect from the brand and from its devices.

[clementinepiau]

[clementinepiau]

[clementinepiau]

#cocacola #museum #atlanta (à World of Coca-Cola)

[clementinepiau]

Perspective (à Grasselli Library)

[clementinepiau]

White or Black SEO techniques?

1) White hat SEO techniques consist in using approved SEO techniques rather than exploiting paid techniques to increase his position on a search engine result page. These techniques are composed of picking the good keywords for the title and the URL, choosing relevant keywords, providing quality content, linking social media to the website and interact with the net users or the customers.

Providing quality content is essential to increase ranking in search engine. Well written and relevant content helps you optimize your ranking as the search engine will sort your website in the first positions if you provide relevant content for the net users.

Having links to social media and more generally to any link that is related to your content allows you to be better ranked.

The keywords you chose for your website are also very important. They must be precise and related to your content. But, if you choose too precise keywords the net users won't find your website. That is why the keywords should be relevant and related to the content.

2) Black hat SEO techniques consist in using aggressive SEO techniques and focus more on search engines than on human audience. These techniques allow the website to be higher ranking but with unethical methods. They include hiding content on the website, using keyword stuffing, or else doorway pages.

Hiding content on the website refers to hiding keywords within the code so that the net user cannot see it, but search engines take it into account while ranking the websites.

Keywords stuffing deals with using an important list of keywords so that the search engine will find the content of the website relevant and this way, the website would be higher ranked.

Doorway pages are created for improving the ranking of a website. It consists in creating a webpage only for attracting the search engine spiders.

3) I have found two companies known for having used black hat SEO techniques: BMW and Brafton. These two companies were even blacklisted by Google; BMW for having used doorway pages and Brafton for having purchased links. On the contrary, Karner Blue Marketing is a company that aims to use only white hat SEO techniques. They actually sell their knowledge about these techniques so that their customers are completely following the white hat SEO rules. 

In my opinion, using black hat SEO techniques can jeopardize your website hence it is worth to focus on white hat SEO techniques. In addition, using white hat SEO techniques is a long but efficient way of improving your ranking, while complying with search engines' rules, and especially Google's rules. If a company wants to improve its SEO techniques, it should make updates regularly, such as monitoring the results and adapting the keywords consequently.

Sources :  http://www.webopedia.com/TERM/W/White_Hat_SEO.html http://www.webopedia.com/TERM/B/Black_Hat_SEO.html http://www.pushon.co.uk/articles/top-5-white-hat-and-black-hat-search-optimisation-techniques/ http://www.juude.info/seo-black-hat.php http://www.karnerbluemarketing.com

[clementinepiau]

La nuit, Cleveland s'éveille

[clementinepiau]

[clementinepiau]

Science Center

[clementinepiau]

[clementinepiau]

West Cleveland 

[clementinepiau]

[clementinepiau]

Valentine's day 

[clementinepiau]

Online Advertising: Comparing Video Ads and Rich Media Ads

1) I have selected video ads and rich media ads. Video ads include any type of videos that we can find on a website. It can be banner ads, or content placed before the video you want to watch. It can also be a video of a TV ad available on a website. We can find video ads while watching a video on the Internet, at the beginning of the video, during the video or at this end. http://www.internetwebterms.org/Online_Video_Advertising.html http://digiday.com/social/what-exactly-is-a-video-ad/ Moreover, here is a link I found interesting as it is Google making video ad to promote video ads. hhttps://www.youtube.com/watch?v=rJ_aKjy0wjs&feature=player_embedded

Rich Media Ads include text, images, videos, gallery, polling, etc. The content is always more than 40k. This is an interactive ad that can use HTML5. Moreover, it has multiple click-throughs whereas a standard ad is a single click-throughs. Rich Media Ads have the advantage of increasing the visibility of the adviser and make the consumers willing to purchase. http://fr.slideshare.net/krithikac/rich-media-overview https://support.google.com/richmedia/answer/2417545?hl=en

2) I have selected Google and Coca Cola from Fortune 500. These two companies are related to some key words of my brand mantra, as innovative and creative. In fact, they are both trending brands in their own sector.

3) Coca Cola Video Ad on their home page. 

Google Rich Media Ad

4) For the first example, Coca Cola aims to show every cultures that form the United States of America. This video ad was also a TV ad that was broadcasted during the Superbowl. That means that the target audience was essentially people watching the Superbowl aged between 18 and 40 years old. When clicking the ad, the video ad begins and we can watch it. In my opinion, the unique features of this video ad is that it gives an overview of the cultural diversity there is in the United States of America.

The marketing goal of the second content is to make Internet users downloading Google Chrome and using it to surf on the Internet as their favorite browser. This Rich Media ad includes a direct link to download Google Chrome and a Youtube video. When clicking on the video, it begins and you can see Lady Gaga Cover. This Youtube aims to put forward the speed of this browser. The target audience is the Internet users between  20 and 40 years old. When clicking on the link "Download Google Chrome" you directly arrive on another webpage where you can download the browser.

5) I reckon that Rich Media Ad is more effective as you can put any type of contents, such as video, text, polling and so on. That means that you can include a video ad in your rich media ad. I believe that it is more efficient as the Internet users do not only have a video, they can also get some information about the purpose, as we have seen with the Google ad above; and this is more relevant that just having a video. At first sight, you are able to say what is the topic of the ad, and this is not such easy with a video ad.

In my mind, companies should use this media ad while avoiding to be intrusive for the Internet User. This way, he would be more receptive to the ad.