Social Engagement Technologies JCU

[maryjfischer]

1) It is important to track ROI for social media for a wide array of reasons:

Network Growth: The use of your social media outlets will eventually turn into growth of sales, customers and increase network outreach. The larger your outreach, the higher the chance of your social media efforts...

[theanthonypero]

I do think that branding still matters, and is even more important than it once was because of word of mouth. The increased ability for people to share their thoughts online and the limited control a brand has to monitor anything negative increases the chance that you need to have a positive brand...

[ngozikao]

1. Why has social media had such a powerful impact?

Social media has had a powerful impact because people are social, people like to share what is on their mind, and people like to know knew information. Social media helps is connect with people we wouldn’t be able to other otherwise. It helps us...

[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...

[shead980]

1)

“Why has social media had such a powerful impact?”

Social media has had a powerful impact for many reasons. For one, every demographic can use it. Opinions are not limited to certain groups. Broad audiences in many age groups can make assessments on products. Second, social media is a...

[theanthonypero]

This last JIT exercise is a little different than the ones you’ve been answering thus far. Agresta, Bough, and Miletsky wrote

The way I would define social media is a collaborative community of different insights from all areas of the world who can connect. Social media has done what could...

[mambrose137]

1.) Why has social media had such a powerful impact?

Social Media has had such a powerful impact on marketing because it can reach so many people. Social Media is centralized around the idea of interaction among consumers. Social Media consumers are in constant discussion with each other. By...

[pantasticwonder]

1) If I had to choose one question to answer, it would be this:

Why has social media had such a powerful impact?

In today’s world, social media has advanced in many ways. We can now, whenever we feel like it, head onto our electronic device and look up whatever is pertaining to us at a...

[gloriak14]

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...

[theanthonypero]

Hoffman and Fador posted a riveting piece on metrics of social media titled “Can You Measure the ROI of Your Social Media Marketing Mix.” It outlines how managers should engage with their customers once they understand their ROI. They suggest first studying the way their market is using various...

[maryjfischer]

Jit 11

1) Why has social media had such a powerful impact?

Social media has such a big impact because it reaches so many people via one (or many) outlet. It makes it easier to leverage new consumers, especially with reaching out on a global level. It also helps monitor the demographics of your...

[jcuissocial]

JIT 11 Social Media Marketing Perspectives

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. Together, they discuss 89 of the most compelling and important issues that marketers face on a regular basis when it comes to social media practice, providing advice and insight on how to deal with each issue. Read the table of contents of the book; a number of these important questions were addressed in our course. So here's your JIT challenge:

1) Choose one question from the table of contents (excluding #1!) and answer it using only the knowledge you acquired in the course. Think about the question and give it a try! There is no need to Google or consult past readings...I just want to hear what you think. 2) Now choose another question, and get someone with social media marketing experience to answer it for you. You can tweet @them (remember to use the class' hashtag on your tweets), post your question on a Social Media Today's LinkedIn page, or reddit AMA page or any other specialized website, send someone an e-mail, or a work/internship colleague... When you get the answer, post it here, indicating the name and position of the person who answered it for you. 3)Finally, from all these questions, which one do  you find most difficult to think of an answer for? If no question seems to difficult to understand or complicated, which one did you find most interesting? Why? Looking forward to seeing you in class on Monday! (We will spend the class time working on your class presentation for Wednesday.)

Due Date: May 5, by 12noon

Note: As announced several times in class, you are only required to do 9 out of the 11 available JIT exercises. 

[jcuissocial]

TCCC case study

Patrick Hannon

What could TCCC bring to the proposition that would be viewed as positive and valuable by the community? What was Donnelly learning that could be applied on a "global scale with local relevance"?

What would it mean for TCCC to co-administer the page in conjunction with Sorg and Jedrzejewski?

How could both Sorg and Jedrzejewski and TCCC stay true to their aims?

  Donnelly wondered how he would scale the Facebook platform, bearing in mind its rapid growth and multinational audience. How would the brand ensure that it was having conversations with its millions of fans, as proposed to broadcasting messages from on high? “Our team has focused on building the pipes to scale”. “We want to communicate with individuals and local people, as opposed to communicating on a global basis, not at them as traditional advertising does.”  Donnelly learned that each country around the world has a demand, how do they apply that demand to local communities, by increasing the demand for an already globally desired product and brand such as Coke. All the countries around the world demanding Coca Cola only attests to the fact that it is easier and much simpler on a local scale and the demand is there it is just adapting to the regional differences.

  To co administer would mean that Sorg and Jedrzejewski would maintain control over the Coke page because of the fact that their Coke page’s growth was astronomical compared to the 150 other coke pages found on Facebook. All it means is that they are working for Coke now when it comes to their promotions and discussions they are no longer infringing on Cokes Copyrights. It is a way for Coke to get free help from Sorg and Jed. Coke sued, deliberated potential lawsuits and finally decided to call Sorg and Jed and offer them a tour of the TCCC historic facility and call upon them to be their official 3rd party host to their brand. It was Cokes way of making the Brand “less about us, more about them”.

  How could they stay true to their aims? It makes it difficult to stay true to a non profit seeking venture when you are really good at what you do, such as Sorg and Jed were in this case. The only way I see them truly staying honest to their original goal of a fun promotion page would be to do another product that is not as famous and have fun with that. TCCC, however their aim is money. For them to not have to pay Sorg and Jed saved them millions in advertsing. Who knows how long it would have taken TCCC to gain 1.9 million followers let alone, in the year of possibly suing them the popularity of the site grew by 600,000 from 1.3-1.9 million.

[jcuissocial]

JIT 10...already submitted this

1)      There are many other things to take into account when it comes to measuring social campaign success.  Other than the success of your social media campaign, if you want to measure accordingly social media is only one of the vehicles used to measure success of new campaigns. What about purchases, store traffic? These have to be taken into account other than your social media campaign success, how else can you measure the success of a product or service other than whether or not it gets purchased…that must be taken into account.

2)      Coupons, promo, daily deals, “likes” and retweets, are acceptable new measurements not known in 2010. Along with “+1” for google plus page is another metrics you can look at especially today with the advance that modern companies have taken towards google plus and its applications. Such as hangouts, comments, reposts, likes, comments per post, visits/views, and the aspect of the internet being viral or taking off rapidly.

3)      Take a look at CTR, impressions, which keywords are getting the most traffic. With that info find out which keywords are getting the most clicks. Make ads around those keywords and you will increase based off on what you already have seen as successful keywords. Also run a spider simulator on a fellow competitor doing the same thing and see what he is doing and model it in your campaign. Also look at the likes, reposts, comments, visits, pins, retweets, ratings, comments, as well as engage with reviewers and other authors.

[jcuissocial]

Sephora case Study

Patrick Hannon

MK 405

Sephora Direct Case Analysis

1.            What do you make of Sephora’s digital and social media efforts as of the fall of 2010? Was it wise in your opinion to create Beauty Talk as a separate social platform to Facebook?

2.            What metrics do you propose Sephora Direct use to measure the success of its digital efforts going forward?

3.            What should be the strategic goal of Sephora’s digital and social marketing programs? How can Bornstein satisfy the CEO’s desire to “win” in the digital space? 

1) Julie Bornstein senior vice president of Sephora direct is looking to double the budget for Sephora’s social media, video and mobile applications in 2011. She needs to evaluate which new media platform will have the biggest impact and how to measure that impact to justify spending an additional 1 million dollars. Beauty Talk could become a key part of the Sephora experience however the company needs to determine how to promote the forum and blend it with the Facebook site. They also need to consider how much to move visitors from one site to the other. Was it wise from a long term stand point maybe it will find a way to deepen the company’s connection with its beauty Insiders, clients and future customers using social media. As well as how the company will evaluate the company’s overall video strategy. Whether its “how to pieces”, focus on brand-building, broaden the  Sephora community or be used to integrate with the user generated content.

2. Metrics include:

Online traffic to Sephora. Com.

 In-store sales linked to promotions.

 Sephora Beauty insider registrations.

 Conversion Rate. (# of audience comments)

Amplification rate (# of shares per post)

Applause rate (# of likes per post)

Analyze where consumers spend their time while searching on the app

Review quarterly sales to evaluate current market share for the target

3. How Sephora can win in the digital space is by engaging customers by creating emotional connections. As well as remaining innovative and unique compared to its competitors. Sephora should become a one-stop-destination for all things beauty related.  They can improve conversion rates by making the Web Site fast, simple, and easy to use. Sephora can also offer live online chat, and take advantage of Web 2.0 technologies such as virtual environments.

[achamoun222]

1.Do you agree with Hoffman and Fodor’s position? Why or why not?

I agree with Hoffman and Fodor’s position because it is important to track the success of your social media but also to have a better understanding of your customers’ interests and behaviors and what they look for. The only way to...