DIGITAL MARKETERS

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Fuji Xerox

Lise Hünd - This time I wanted to do something different rather than writing a blog again. This blog discusses some case study questions from the book eMarketing by Rob Stokes. 

Fuji Xerox Co. is a Thai authorised reseller and is a joint venture partnetship between the American document managements Xerox and the Japanese photograpic firm; Fujifilm Holdings. 

CRM and ERP The company decided to invest in a new CRM system because of fast growth and their improvement of business forecasting. This CRM system was supposed to provide a better data collection to capture everything in one place instead of excel sheets and papers. To add, the CRM systems was there to make recording data and Inidividual records easier to evaluate. As an extra Fuji Xerox wanted another system to integrate well with their other systems and choose an ERP(enterprise resource planning) streamline the all the software. 

Positive results After implementing the CRM and ERP systems the sales management, speed and quality had improved. 

Case study questions

 What type of CRM solution did Fuji Xerox implement? Fuji Xerox wanted to record and investigate customer data and most likely choose an analytical CRM Tool so that forcasting future sales where more easy and for instance, to improve their over all customer knowledge and understanding. 

 Which pitfalls and problems did the new CRM system solve? Overall, the new CRM system solved their pressure about forecasting bussiness activities and sales. Also it solved the human errors in recording customer details and individual recrds being kept within different divisions. sales increasement due to streamlined discounts etc.

 What other potential improvements could the CRM system make in the long term? Better management in sales and a sales increasement due to fast and streamlined data and authomized data.

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Making the best of your website

Tom Kragtwijk - Websites are very important for a company. But what is more important, is if the websites looks and works smooth but also is attracting for the customer. If a website does not look good, customers will leave. So it is important that your website gives solid information but also looks nice.

To get a good result, you could use the conversion funnel. Where visitors complete a given action, filling in a form for example. If the company can spot a huge dropout rate in a certain part in the conversion funnel, this means that people find it hard to complete this part of the given action on the website. What is important to do here is to improve this part with additional information example. Or you could just change the whole outlook of this part and try to make it as effective as possible.

There is also a possibility to improve a conversion page by making use of split testing. This is used by creating to different conversion pages at the same time and making them active. For example: on one page you have a text lined out in a certain way with pictures somewhere. On the other page you place it in a slightly different way. Both pages will be monitored for the conversion rate. If one conversion rate is much higher than the other, the company knows which page is best to use. 

Both can be used to improve the website. It can be very important for a company to improve their website, for instance if a lot of things need to be filled in but customers do not have the proper information. The clearer the website to the customer, the better the conversion rate will be.

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Brand Image Change - National Geographic

Lise Hund - National Geographic has always been the television for the older and smarter people. The old logo and megazine design has always been associated with the work of our grandparents. Most people did not find a “cutting-edge” with National Geographic. These days National Geographic has gone through a far-reaching change. 

The new programs of National Geographic are popular and trending with nowadays young people (such as Animal cops and Aircrash investigation) but what if you do not watch television very often and you have never heard of the channel? Not much advertisements are found on the now a days popular social media platforms, Why? According to strategicmedia.com the director of the channel is a stubborn fellow who was sure of no need for change. 

National Geographic changed its brand image a year ago and also changed its logo entirely. Instead of the old yellow “window” the channel chose to change it into global culture. By positioning itslef as a cehicle for connecting us to our greater “human family” rather than a display of our dark differences. With National Geographics new slogan; “This is who we are” the brand tries to differentiate itselfs from the old one, rather than the “other”. Although the brand will not be as popular as most new music channels, it will be still trending to watch programmes about animals and wildlife as a whole. 

Brand image and image itself are very important when talking about customer engagement. By designing a test to see wheter the customer is responding to a brand or not it is easy to see what has to be changed. By putting logo’s instead of pictures on your webpage it is clear that the webpage tries to bring over that the channel is professional, With an image of an animal or human being the customer is less likely to find reccognition since every one is different and so it more convenient to post a logo instead of a specific picture. 

http//Nationalgeographic.com

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Pay attention to your conversion rate & it will pay you

Anna Bondarenko 

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18.12 Case Study Questions

1. What is a conversion funnel?

A conversion funnel is a defined path that visitors of a webpage should take to reach the final objective. In this case, the conversion funnel involved two steps and only the 31% completed the process before the changes Motoreasy made to the website.

2. Describe what was done here to ensure that more site visitors did what Motoreasy wanted them to do.

In order to make the number of online buyers raise, Motoreasy reworked the design of the website making the marketing message constantly and clearly communicated to motivate visitors to complete the process. Moreover, important information was placed in positions where most of the visitor’s attention is focused; the benefits of the product were clearly laid out and the company’s phone number was placed visibly for visitors who had become frustrated during the process. After these changes, the number of people completing the process rose from 31% to 69%!

3. How did language play a role in this case study?

In this case study the language played a central role, since in order to improve the website performances, Motoreasy had to change the way and the information communicated in the webpage throughout the conversion funnel. Making positive and motivating messages consistently visible and making themselves available for customer support during the process, Motoreasy changed the way visitors saw their website and the result was a raise in the percentage of people completing the purchase.

Ilvo Guiducci

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Anna Bondarenko - We’ve seen them all: those spry customers complaining and/or commenting on every move a company makes. And let’s be honest: you are probably guilty of doing so as well. Through social media platforms such as Twitter and Facebook, companies nowadays are able to adopt an interactive and engaging social media strategy. In my opinion, this is the perfect way to involve the new generation and give them a voice. Because of this new way of engagement, social media channels became additional customer service channels. 

From past experiences, I would say that I got a way more useful response from a social media customer service channel, rather than the traditional channel. Companies are more aware of how they communicate online since their public response contributes to their reputation - online and offline. 

A perfect example of such an interactive social media strategy is portraid above. Although some might argue on whether Tesco Mobile did a good job or not by giving Felipe this sassy response, I can definitely appreciate their sense of humor. 

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Facebook

Tom Kragtwijk - When you think of social media, one of the first things to pop up in your mind is Facebook. Facebook is one of the largest social media platforms in the world with eight billion users. What is their secret?

Facebook started as an website for people to connect on their campus, created by a student. It quickly spreaded to other parts of America and before you knew it people outside a campus used it to. It did not take long before Facebook went abroad and became a worldwide known social media platform. 

The thing is, we love to share. We like to let other people know what we like and in what things we are interested. From clothing till what we like to do on our saturday evening. Facebook taps in to that. Perfectly. You have the ability to share everything on Facebook. But almost literally everything. You interests, your likes, where you live, your pictures, your relationship status and even what high score you got on your addicitve game. You can share it for everybody to see and we love it.

It is the perfect platform to connect with your friends and it never stands still. Everyday something new pops up on your news feed, or your friend placed a picture of you or mentioned you in something. It is always active and constantly changing. 

It is also very usfull because of the fact that you can almost login everwhere with your facebook account. There numerous sites where you can log in with just one simple click on your Facebook account. Gone with the times you needed to remeber seven thousand passwords, now there is just one; your Facebook account. But do you really want that?

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Greenpeace v.s. Nestlé

Lise Hund - On March the 70th in 2010, Greenpeace (charity focused on the natural environment) launched a social-media brand attack towarss Nestlé’s Kit Kat brand. 

Greenpeace had found out that Nestlé collected its palm oil from Sinar Mas, which is a supplier from indonesia claiming to act unsustainable. According to Sinar Mas the palm oil that was sourced by Nestlé took slowly away the home of hundreds of Orang-utans. The words are Nestlé were that they only used 0.7 present of the global palm oil.  

Greenpeace decided to make a parody on the “Have a Break; Have a Kit Kat” slogan. In this Youtube video a worker takes a bite of a Kit Kat bar and instead of chocolat he bites in a Orang-utan finger. The blood is dropping on the keyboard and has shocked a lot of people. 

Nestlé’s response

At first, Nestlé wanted the video removed from YouTube immediately. Facebook users changed the Kit Kat logo into “Killer” and where annoyed by Nestlé threats to remove these post from their facebook page. After the video was removed from YouTube, Greenpease put the parody on Vimeo, which is another social media website. Vimeo reached 78,500 views within a few hours. 

José Lopez, the senior operations manager of Nestle decided to let it rest and take a good two months to think about the best approach to win back the public trust. The long-term methods Nestlé used where to get external contact with sustainable palm oil experts. In may 2010 Nestlé joined the Roundtable for Sustainable Palm Oil to prove their changes to their customers. 

 Did Nestlé act well?

Nestlé solved its problems and this is done by a lot of money which was used by 24/7 digital marketing monitoring. But could Nestlé have respond in a less expensive and silent way?

What Nestlé definitely could have done much better is to act faster. When a brand attack happens a brand should be able to listen to all its customers instead of threatning them to remove their facebook posts. You have to Acknowledge what has been said by for example Greenpease or, if this is not true, send evidence to all your customers as soon as possible. Approach them with a friendly tone and treat them as if they are always right. Although Neslé’s customers will forget about wat has been said, the atmosphere of Nestlé’s reaction will stay in their memory. Nestlé should have made their appologies about their removal threats on facebook and the communities misunderstanding and communication. Nestlé could have at least post an immediate but temporary, friendly toned message on facebook with some evidence. 

In the future when a person tries to put a negative post about Nestlé on its facebook page, Nestlé should try to speak with the customer in person first by a private message or email. After this, Nestlé could post the solution as a response at the negative post so that the other influenced public can read this too and hopefully will change their oppinion. 

Sources: 

Emarketing - Rob Stokes Financial times -  How Nestlé dealt with a social media campaign against it: http://on.ft.com/Vr6mZp https://www.kitkat.com/ http://www.nestlecocoaplan.com/

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Coca Cola & Customers

Tom Kragtwijk - Coca Cola is a company that has the largest market share on soft drinks, and this is not just because they sell a tasy soft drink. This also has to do with the relationship they build with their customers. Coca Cola knows how the create a profitable customer relationship with their buyers and therefore has the ability to take the largest share.

One of the things Coca Cola does very well is offering their customer a choice. Do you want cola with no sugar? We have the drink for you. Do you want cola with no calories? We have the drink for you. Do you want cola with a slightly different taste? Again we have what you are lookng for. They offer their customer different things so they can keep trying soft drinks and coming back.

Coca Cola came up with ‘’Share a coke’’ where customers could put ther name on a bottle. This was a great way for them to create a relationship with their customers.  It gives a personal touch to your drink, something people like. You can share your drink with friends, family or even complete starngers. It makes it more than just a soft drink. 

They also came up with a different way of advertising. In some places they set up vending machines that kept on giving you Coca Cola bottles even if you just paid for one only. They kept on coming, more than just for you only. So what do you do? You give them to the people around you, once again you share you drink. But this one also makes peope talk about Coca Cola, because it is not something you experience everyday. So once again they connect with their customers in a fun way, and make people talk about the brand.

Coca cola is very clever in connecting with their customers. They come up with fun things that catches the attention of consumers, They offer enough products so the consumer will always find something they will like.

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Coca Cola & Sustainability

Lise Hünd - Coca Cola is one of the largest, well know brands of the world. With its simple, but effective marketing techniques. Coca cola is not only a brand but it also creates a lifestyle value. To make a SWOT-analysis of Coca Cola we could say that Coca Cola’s strenghts are that they have a large brand value and that Coca Cola is the worlds largest beverage company. As a weakness Coca Cola has a negative publicity because of its unhealthy amount of sugar. Coca Cola’s opportunities are its growth in beverage consumption and an increase of bottled water demand. The threats are the changing user demand for competitor drinks and an overall competition of other substitudes.

Coca Cola’s Sustainability

Coca Cola wants is to improve water efficiency in manufacturing operations with 25% by 2020 (with 2010 as baseline). The question is; how much water does it take to make the products? Rights now Coca Cola is on track of the goal in many part of the world where the company has bottling plants that are using much less water that was supose to be spilled by the manufactoring process. The following video explains more about this idea:

One of Coca Cola’s most popular brand stories is “living positively”. By brand story telling a brand uses a (emotional) story to trigger its (potential) customers to talk about the subject and share the ideas about the subject. A brand story like “living positively” is used to connect people and make Coca Cola more than just a product. Coca Cola its goal is to make the world a better place. Which is clearly shown by its online advertisements. 

As a suggestion to Coca Cola is to watch out for its biggest competitor; Pepsi Cola who is trying to defeat Coca Cola by its content marketing strategy such as webwriting, SEO and its video advertisements. As a suggestion Coca Cola could improve itself to stay focussed about its website and online advertisements by content auditing. What massage do we want to bring over and what is its quality? Why do people visit Coca Cola its website and not Pepsi Cola? Who does Coca Cola try to reach (substance)? Does the content and stucture help with this? The questions and examinations are necassary for each brand to improve itself. 

After establishing Coca Cola’s content marketing strategy the customer journey will be more connected since they are engaged enough with the product to call it a part of their life.

Sources:

http://www.coca-colacompany.com/ http://www.slideshare.net/RaeannBailey/the-cocacola-company-financial-analysis-and-projection http://www.emerce.nl/achtergrond/hoe-pepsico-content-marketing-cocacola-verslaan TextBook eMarketing - Rob Stokes. Chapter 2,3,4.

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NIKE’s Contemporary Art

Anna Bondarenko - There is no need to say that Nike has been doing a pretty good job at marketing its products over the past few years. For every marketing specialist it is a challenge to create value for its new but mostly for its existing customers. What do they want to see and what do they want to be associated with? Well, that is something Nike seems to have figured out pretty well.

The company initiated a new form of engagement and (mass) personalization: NikeID. The concept started back in 2012; allowing customers to personalize a wide range of Nike merchandise according to their own specific preferences. An extremely smart move I would say. Sneaker heads worldwide went crazy, because they no longer had to do the impossible to get the most original pair of Nikes. However, this service is not solely for the so called sneaker heads. From that moment on, every Nike customer became a bit of an artist.

Speaking of which, a new form of art has arisen in the digital marketing world; content creation. Although some might argue this, I would definitely consider these online creations a form of art. What Nike has been doing is targeting every sport, its practitioners and their specific preferences separately. This results in personalized content creation; catering to the wants and needs of the (aspiring) athletes who are for example interested in basketball. Some other examples are the official Nike Instagram accounts for runners, footballers and women. Each of them have a series of coherent images and videos to make the content and products as appealing as possible to the consumer.  

As a lover of graphic and fashion design, creative content and social media, I must say I am impressed by the way Nike approaches its customers and continuously communicates its brand essence. Want to see what I am talking about and/or want to know more about the importance of content creation in fashion? Then I suggest you take a look at the following links - “just do it” ;)

http://www.highsnobiety.com/2015/05/27/fashion-content-creation-is-advertising/

https://www.instagram.com/nikebasketball/

https://www.instagram.com/nikefootball/

https://www.instagram.com/nikewomen/