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[gloriak14]

Why has social media had such a powerful impact?

Social media has allowed people to be connected 24 hours 7 days a week. This means that organizations can reach customers every day, all day and has given marketers numerous opportunities that they never had before. The main opportunity is that...

[gloriak14]

1) How important is personal branding?

Organizations develop brands for their company’s product so they stand out amongst shelves and shelves of similar products. Branding allows the organization build a defined relationship with the consumer. This works with people as well. By developing a...

[gloriak14]

Questions of a Social Media Marketer (2)

 Why has social media had such a powerful impact?

Social media has allowed people to be connected 24 hours 7 days a week.  This means that organizations can reach customers every day, all day and has given marketers numerous opportunities that they never had before.  The main opportunity is that a marketer is given instant feedback on consumer opinions. For example, say someone tweets...

"I just tried #Lay's new flavor of potato chips...Amazing!! #siracha"

Lay's is able to retweet and repost this positive feedback so that it may be shared with other potato chip eaters and then they may be more inclined to purchase siracha potato chips and to maybe try their other new flavors.

It also allows companies to respond and correct negative customer feedback. For example if someone tweets...

"That barista at #Starbucks was such a jerk! I want a coffee but hold the attitude!"

Starbucks could then save the relationship by responding...

"We're sorry for the attitude, have a coffee on us!" www.linktofreecoffeecoupon.com

  I posted the following questions on reddit:

What are some of the popular misconceptions many marketers have about social media?

Is social media something that small companies and entrepreneurs can take advantage of, or is it mostly for large players only?

How has social media changed general marketing strategies?

Is social media an evolution of marketing, or an evolution of public relations? How has social media changed PR?

What is the cost of entry for a social media marketing effort? Is it comparable to the cost of traditional marketing efforts such as TV and print?

Unfortunately I have yet to get a valid response.  I will post the answers in a comment when I get them.

A question that I find hard to answer is:

Are there any tools that are "must haves" for every social media marketing effort?

[gloriak14]

Questions of a Social Media Marketer (1)

1) How important is personal branding?

Organizations develop brands for their company's product  so they stand out amongst shelves and shelves of similar products.  Branding allows the organization build a defined relationship with the consumer.  This works with people as well.  By developing a strong personal brand and incorporating that brand in their social media accounts and creative pieces they can develop a defined relationship with employers or other people online.  Without personal branding, you would lose focus and would get lost in the crowd of billions of internet users.

I posted the following questions on reddit 

What are some of the popular misconceptions many marketers have about social media?

Is social media something that small companies and entrepreneurs can take advantage of, or is it mostly for large players only?

How has social media changed general marketing strategies?

Is social media an evolution of marketing, or an evolution of public relations? How has social media changed PR?

What is the cost of entry for a social media marketing effort? Is it comparable to the cost of traditional marketing efforts such as TV and print?

Unfortunately I have yet to get a valid reply.

The question that I found most challenging to answer was:

Is it possible to monetize engagement (in other words, is there a direct relation between social media and sales)?

I find this question hard to answer because I think it is hard to measure engagement that has directly correlated with sales.

[gloriak14]

A Beautiful Friendship: TCCC and Sorg and Jedrzejewski

1. TCCC needed to “be everywhere their consumers where in an authentic member of the community in a non-big brand way”. They need to focus on the consumer’s wants and needs, not vice versa. They needed to demonstrate “more about them [the consumer] and less about us [TCCC]”. Donnelly learned that when it comes to successful advertising you can’t always globally scale it. He learned that by focusing on localized groups and tailoring their message to that group, they were able to develop marketing strategies and advertsisements that were more meaningful and effective. Donnelly said “Our team has focused on building the pipes to scale. We want to communicate with individuals and local communities around the world, as opposed to communicating on a global basis. We want to talk with people, not at them as most traditional advertising does.” 2. TCCC needs to tread carefully when it comes to the co-administration of Sorg and Jedrzejewski. It would be obvious to the consumer if TCCC authoritates too much control and takes over. Sorg and Jedrzejewski have already been a successful blog for a reason and instead of changing that TCC should assist them not dictate them. If TCCC tries to change them they will most likely lose consumers. It refers to the quote mentioned previously, “more about them [the consumer] and less about us [TCCC]”. 3. The best way for both parties to stay true to their visions is communication and collaboration. TCCC and Sorg and Jedrzejewski need to have biweekly or monthly meetings to discuss ideas, objectives, concerns, and progress. Both parties needs to be verbally open to their opinions and ideas so that both parties can work together.

[gloriak14]

I agree with Hoffman and Fodor’s position that instead of marketers measuring the time and resources used on producing the media, they focus on the time and resources CONSUMERS invest as they engage with brands. I believe this would be a more effective way because it focuses on the consumers...

[gloriak14]

Did You Ever Think About the Consumer's ROI??

I agree with Hoffman and Fodor's position that instead of marketers measuring the time and resources used on producing the media, they focus on the time and resources CONSUMERS invest as they engage with brands. I believe this would be a more effective way because it focuses on the consumers behaviors and the consumers thought process.  By doing so the marketer will have a better understanding on whether or not their marketing piece will be effective and will allow the marketer to maximize their time, resources, and investments in creating campaign pieces and medias that will be effective.

If I had to add another objective to the table of relevant metrics I would include social sharing sites such as Pinterest and Wanelo .  Those sites have emerged in the past couple of years and it allows consumers to find, share and save information and content with thousands of users.  Marketers could track how many items on the website are pinned and how many users pin.  They can also track click through rates from pins.

In the scenario of "My Friend's Band", the first way that I would start to measure his ROI, is through the number of followers and fans.  I would then measure by the number of views.  I would then measure by the amount of interaction.  In other words how many people are liking, commenting and sharing information.  Lastly I would measure which links are being clicked on. 

[gloriak14]

Join the movement and unveil the lies that we have been telling ourselves! Learn more on the UNVEILED Campaign by clicking the link

[gloriak14]

Will You Get Your Extra 7 Minutes?

The type of video games that I usually play, tend to be on my phone such as Temple Run, Fruit Ninja, and Bejewled. I wouldn't say that I play these games that often (max 15 minutes a day). Also from time to time I have played Call of Duty, or NBA 2K with my boyfriend. For the most part my motivation for playing these games are to pass the time. However I have found that when I play video games that it allowss me to mentally escape from the stresses that burden my everyday life. One way that I think that would be interesting to incorporate a gameful experience would be the education system. I think it would help students become more engaged in school and help them see and understand a purpose. For example if they had a challenge that they had to meet by the end of the school year and mini quests along the way, it might allow students to see school as fun rather than merely a chore or requirement. I think Second Life (http://secondlife.com/) is an example of successful gamification. The company allows you to create a virtual identity and play games and compete in quests and make money. It also allows you to spend money (unfortunately real money) on your avatar. The main type of resilience that it builds up is staying connected with friends and allows you to live your life how you truly want to live it not how others say you should. I think a way to gamify the course would be to focus on personal connections building long lasting and strong relationships with customers and how to promote friendships amoung customers as well. We already do some of this but I think focussing on it even more would be interesting and make the course more gamified.

[gloriak14]

It's Not Just a Brand, It's a Lifestyle

Harley Davidson, one of the best brand communities in the world, has found methods and practices that have allowed them to sustain the success of the organization for years even when at the brink of bankruptcy. It leaves one asking themselves “How?” How does Harley Davidson break through the clutter and in many ways outshine the Japanese giants that are ominously hovering over them in the industry. The answer is simple yet many organizations struggle to master it. They truly place the priority on their customer. They hone in to what each customer segments likes, dislikes, wants, needs. They do this by incorporating different communities into their one brand. They have a community board for woman, Harlistas, faithful riders, and newly found riders. They divide their communities into segments which allows each type of customer to have their needs satisfied and build an bond with the Harley Davidson brand. In reference to Getting Brand Communities Right, the Harley Davidson community affiliation would be defined as a pool. The community is centered around the act of riding and the lifestyle that arises from riding. In regards to community roles, Harley Davidson has a Harley Owners Group (HOGs). Within this group there are two main types of membership and a third which is a combination of the two. Full members are the actual riders while the associate membership is for passengers or family members. Full members are the ones that take the lead in the groups as mentors, providers, and guides. Whereas the associates are the learners. After researching blogs and other messaging and social media boards, it became evident to me that Harley Davidson has a Tribe community script. A HD rider feels a duty to help a fellow HD rider even if it was their first time meeting. HD riders consider it a responsibility to protect the group. The Harley Davidson Blog, as the title describes, is dedicated to Harley Davidson. it seems to take a linear marketer influence communication approach. Opinion leaders, such as the ideal HD rider, have a significant impact on others in the group. In regards to the reaction of the consumer, it appears that the Harley Davidson Blog falls under Explanation because the reaction from the audience tends to be mainly positive and there is an asserted membership. Harley can utilize this blog by gathering intel on what their new target market. In early 2013 HD created fan machine on Facebook that allowed HD riders or HD "fans" to express the HD corporate how they view themselves. HD corporate shared creative briefs and ad ideas and encourage HD riders to give them personal feedback. In HBR's Using the Crowd as an Innovation Partner, this is identified as collaborative community crowdsourcing. HBR identified that the challenge of this type of crowdsourcing is that the the "crowd" lacks the cohesiveness of a company making it difficult to control and intellectual property can't be protected. It is the company's responsibility to monitor the feedback and decide on what material compliments each other and can be made into an effective ad piece. The main goal of this crowdsourcing project was solution generation. HD wanted to create an ad campaign that would reflect the HD brand. Instead of sitting in a conference spitballing ideas with executives, HD decided to get the answers from the brand itself. This, in my opinion, was a fantastic way to get an accurate description of the lifestyle that encompasses the brand.

[gloriak14]

It's Not Just Black and White Anymore

White hat SEO techniques focus on the human audience opposed to search engines and search engine. Three common techniques include keywords, backlinking (which is a hyper link that leads back to a webpage), and link building (which is the exchange of links to other websites to improve your backlink). Contrary to white hat techniques, black hat techniques are the implementation of aggresive SEO strategies opposed to the human audience. These techniques are usually used by people who are looking for a quick financial return. Some of these techniques include keyword stuffing (overloading a webpage with keywords so that the webpage will show relevant to more searches), invisible text, and doorway pages (is a webpage designed to get high placement in SEO by containing keywords and phrases that the SEO will pick up on). A company that received alot of publicity for using black hat techniques was JCPenny. Following the discovery JCP received a wave of negative publicity, a cut by Google in its SEO searches, and the firing of JCPs SEO firm. http://www.searchenginejournal.com/jc-penny’s-black-hat-seo-backfires/27925/ http://searchengineland.com/new-york-times-exposes-j-c-penney-link-scheme-that-causes-plummeting-rankings-in-google-64529 http://tech.fortune.cnn.com/2011/02/14/j-c-penny-gets-busted-juicing-its-google-results/ On the opposite end of the scale is Toshiba who started a new SEO campaign that would drive traffic to its website by developing engaging content. They began to incorporate ToshibaLife which allows consumers to read and comment on blogs that help the consumer pre and post purchase. http://www.whitehatmedia.com/blog/toshiba-appoints-white-hat-media-seo-campaign-push-newly-launched-toshibalife-website I think JCP could learn from Toshiba when improving its SEO techniques. I think partnering with fashion bloggers and making their blogs accessible through the JCP website would be a positive change for their SEO.

[gloriak14]

JIT 3 Personal Branding

1. I have a klout score of 31…meaning that I have a low degree of influence on the social web. I liked the website because it gave a very straight forward explanation to the calculation of your klout. According to this website your klout= your topics x how you talk about them x how people react to them. Based on this information, I think that in order to increase my klout I need to have more of a strategic plan when it comes to my Twitter usage. By the end of the spring semester I would like to double my klout to 62. I plan to do this by tweeting about various topics, especially trending topics.I tried using Yasiv but unfortunately I wasn’t able to get it to work. I was able to use the friend wheel which is shown below. 2. Based on my network visualization, adding more people to my network that are connected to a lot of other people would benefit the launch and promotion of my new product. These visualizations will allow you to easily identify whose the people are. 3. Based on what is currently available in social media I think a portray a college kid. The people I follow, the people who follow me, and the topics of the content I post as relevant to college kids. As I prepare for graduation I would like my to transition my social media accounts to one that is more professional. I plan on doing this by developing a method to maintaining my social media accounts. I want to focus on the content of the posts instead of randomly posting here and there. I also am going to reevaluate who I follow on these profiles.