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[mambrose137]

Conclusions of Social Media Marketing

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 using social media,companies can be part of the discussion with these consumers and get to know their own consumers better than ever before. Successful campaigns online can go viral and are shared faster than any other form of marketing. Social Media is also free and easy to access which is one reason why consumers and companies alike love the medium. 

2.) I asked what was the best social media campaign run in recent memory on Reddit and one user mentioned the viral campaign that Dollar Shave Club started when they burst on the scene seemingly overnight. The new company's YouTube channel has a video called "Our Blades are F***ing Great" which has received over 14 million views to date. This campaign and video has in fact won several awards in social media marketing.

3.) What will the internet look like three years from now? Ten years from now?

This question is impossible for me to think of an answer for. The internet has changed so dramatically every few years since its introduction that predictions or expectations are limitless. I can recall different internet trends throughout my life and all of them become overnight sensations that hardly anyone sees coming. No one uses MySpace or AIM anymore. All the ground breaking functions they offered are now incorporated in other sites like Facebook. SnapChat is the most recent overnight social media sensation and the company keeps expanding the App to have more functions, much like Instagram did before it. It will be interesting to see what new trends the internet will offer in the next decade or even year. 

[mambrose137]

New Dimensions In Social Media ROI Solar System

1.) I completely agree with Hoffman and Fodor. Rather than calculating the return on the company's investment, managers should assess consumer motivations and customer investments through social media and their engagement with the brand. By measuring customer investments in socila media and their interaction with the brand, managers can better predict the long term payoff. Social media marketing is much different than traditonal so a marketers thinking must be as well. A customer's behavior can be linkedto the company's marketing objectives. When i think of social media marketing i often think of facebook and how the ads on the side or sponsored pages on the newsfeed have become related to my own activity or interests.

2.) Due to the fact that this article is four years old. I would deem it a priority to first update the social media application row of the chart. Companies should be targeting new social networks such as twitter and the emerging Google+. Measuring customer investments will be more crucial then it would have been in 2010. In my opinion the three metrics still hold true in 2014 and the priority is an updated focus on peaking social media outlets.

3.)  I would monitor the impressions, CTR, and customer engagement for each of the social media platforms. It is important to see what is working the best and what is not. For youtube, the number of views of the bands’s videos is important as well as the feedback through comments, thumbs up, and number of shares to other sites. The twitter page can be tracked by number of mentions, followers, replies, favorites, and retweets. Its important to actively tweet and reply to fans to encourage engagement and positive word of mouth. Finally, the Facebook page can be tracked by impressions, likes, shares, comments, and posts on or about the band. Its important that all three social media accounts are synchronized and offer users an equal experience.

[mambrose137]

ICL 12 - Social Mobile Marketing

Mobile Marketing is an emerging form of marketing aimed at engagement. It can be define as:

- the use of the mobile medium as a means of marketing communication

- the distribution of any kind of promotional or advertising messages to customer through wireless networks

- Using interactive wireless media to provide customers with time and location sensitive personalized information that promotes goods, services, and ideas, thereby generating value for all...

Companies using Mobile Marketing should follow 5 steps. First they should skip the app store and reach consumers through their mobile-optimized site. Native apps are not an effective marketing strategy. Second, companies should engage consumers to turn likes into actions through the use of QR codes, passions, and rewards. Brands should simultaneously launch campaigns across all mediums including desktops so data and content is synchronized. Also capturing interest and attribute is important by gaining through users public posts. Finally, companies need to use relevant data to make engaging content and offers that convert leads to buyers.

One successful mobile campaign that won a Shorty Award is the VMA Twitter Tracker. This allowed fans to visually track popularity of various VMA performers/presenters. It allowed users to see a virtual map when stars are tweeting and even congratulate winners in real time.

Another successful social mobile campaign was the Glee Project OxygenLive app with Shazam. This offered a compelling two screen TV experience and encouraged engagement. Users could Shazam a 5 minute window within the show to unlock exclusive video of the contestants and celebrity mentors.

[mambrose137]

Anheuser Busch Brewin Up Fresh Ideas

1. Anheuser-Busch is a company that has done a very good job of crowdsourcing. Many consumers are very passionate and loyal to AB products and stray away from competitors’ offerings. In terms of community affiliation, this is a pool. People have shared values about AB, however they have loose associations with one another. AB enthusiasts don’t have a central, charismatic figure or personal relationships across the community. Existing community roles include Celebrities that AB has endorsing products, ambassadors promoting the community to outsiders. The bar is the main community script for AB as people mingle and develop shallow connections often.

2. A  blog I found was associated with the  AB website and is called The Brewmaster’s Blog. This blog connects to the community by blogging about all kinds of beer topics such as how to taste beers, beechwood aging, and AB events. This blog uses evaluation as its strategy and the community reaction hostility toward opinion leader role.

3. One crowdsourcing project was the development of Black Crown, AB’s latest line of Budweiser. Black Crown is a golden amber lager that combined a competition between company-brewmasters with consumer suggestions and tastings. AB used more than 25,000 consumer-collaborators to choose the correct recipe. This crowd contest was a great way for people to engage themselves in a major corporate decision. Black Crown was introduced during the Super Bowl, a year after Bud Light Platinum was in similar fashion.

4. The main goals of this outsourcing project was to conclude on a new recipe for the company’s latest line of Budweiser. They wanted this project to be widespread so that many opinions were involved in the process. By having consumers engaged in this project, they feel more in touch and connected to the company that they already have a favor for. AB used solution generation to reach these goals as they were collecting ideas rather than evaluating them. After the process was complete however evaluation was needed to conclude on the winning recipe as the one consumers will most likely buy.

[mambrose137]

Black Spy Vs White Spy in Online Marketing ..

1.) White hat SEO refers to the usage of  techniques that focus on their human audience as opposed to search engines and completely follows search engine rules and policies, as outlined on webopedia.com. A figurative website would focus on relevancy and organic rankng. White hat tactic include keywords that the search engine is more likely to display. Also backlinking is common where a hyperlink will link a user from a web page, back to its own web page or site. Finally  white hat SEO uses link popularity where the measurement is based on the quantity of quality inbound links to the web sites pages.

2.) Black hat SEO describes the use of aggresive techniques that focus only ons earch engines and not a human audience while also also rarely following search engine rules. According to webopedia.com, Black hat SEO can possibly result in sites being banned from a search engine. One tactic is called keyword stuffing used by web designers to overload keywords onto a webpage so that the search engines will read the page as being relevant despite this not being the case. The doorway pages are also filled of keywords and phrases that are programmed with a redierct to the page the web site actually wishes the user to visit. Finally, hidden or invisible text is used to stuff keywords on the page.

3.) Dicks sporting goods is a good example of white hat seo. I did some personal testing of searching for different sporting related things in the search bar and dicks was always top three if not the top one. I searched sporting goods, sporting equipment, baseball mitt, soccer cleats, and a few others yielding similar top results. They have a good graspof using keywords to yield organic results that their audience will actually want to see.

BMW Germany in 2006 is an example of black hat marketing. Google blacklisted BMW after they artifically boosted its search enginerating. Their site included doorway pages that would automatically redirect visitors to a different URL that was more attractive with less text and more pictures.  

Dicks is doing a great job as i tested several searches that apply to my pretend desired search.  BMW had to obviously take down their doorways and reapply for Google's privilege. They need to do more white hat seo so that when users are looking for luxury cars or foreign cars their name appears. I tried a few searches and did not see any sign of their brand among other luxury car ads including other german brands.

[mambrose137]

Walmart's Continual Dominance Explained

The two types of online marketing i chose were search engine ads and video ads. I chose these two forms of marketing because they are forms that i encounter all the time. Search engine marketing is the process of gaining traffic by buying ads on search engines according to searchengineland.com. Also, Semp.com explains "Search engine traffic is a non-intrusive method of Internet marketing. The majority of online and offline advertising intrudes on the audience, interrupting their activities. Search is unique in tapping a searcher at the exact moment they are seeking knowledge or a solution". I also researched video ads because youtube is notrorious for their ads. The ideal video ad relates to the video the user is viewing such as similiar music ads for new albums or songs according to searchenginewatch.com. These ads are als very useful as clicking on them will redirect the user to the sponsored ads page.

I chose to examine Walmart's marketing plan using these two forms because Wal-Mart is a giant in the business and ad world. The giant size of the company allows it's ads to have a great reach worldwide.

Walmart is able to be so dominant as it has the money to buy ads on google such as the one pictured above. It also is frequently seen on social media sites such as Youtube

This is a screen shot of one of the Walmart Duck Dynasty Ads that i have seen on youtube. The stores partnership with the Robertsons is a win win as Walmart attracts fans of the show as viewers see their favorite tv family shop there.

I think the more effective ad is the video ads on youtube as viewers are forced to see the ad before proceeding to their desired video. The search engine ads are easily ignored due to selective exposure.

[mambrose137]

JIT 3

1.) Currently my Klout score is 46. This number is about average on the 100 Klout scale. I am not surprised by this number as I use facebook as my primary social media site. This score seemed higher than some other scores i glanced through on our class page. I would expect my score to continue to be in the 40s throughout the semester.

2.)

Although i was not able to get the Yasiv Visualization to work on my computer. I used the friendwheel link to generate the image above portraying my 1059 friends and my connections between them. If i were to launch a new product i should see which friends I am most connected too and begin to seperate them into major groups such as highschool friends, college friends, family, coworkers, and so on. These networks are certainly interconnected with myself but also with the members inside each group. I could use my close friends groups to help spread word of my new product through word of mouth and social media. Free marketing is a great way to reach out to consumers of similiar tastes.

3. I think i portray an image of a college student that knows how to have fun and is involved in many different activities. I post alot of photos with different friends and in different places. I recently went to Guatemala on a service trip through school and there are many pictures displaying this. My photos promote uniqueness through travel, sports, and events like concerts. My desired personal brand is one that is professional. One with a notion of creativity and being action oriented. I am going to enter the field of sports marketing and I wouldnt mind my future employers browsing through my profile. If they are looking for a social individual who knows how to interact with a wide of range of people then theyll know they have the right candidate. If they are looking for a intraverted person who doesnt have personality and charisma, then they should look elsewhere.

[mambrose137]

JIT 2

1.) https://www.openforum.com/articles/social-media-marketing-plan-6-steps-to-creating-a-strategy/

All three of these perspectives on marketing outlines were very helpful in understanding the essentials to a successful campaign. This article had six main points that it addressed. These points were mainly external factors that needed to be considered such as analyzing your target audience and competition. Although these are crucial things that need to be taken into account this outline doesnt focus on what needs to be done internally. Tuten and Solomon, as well as Solis take a more inside out approach to marketing. It's clear from these three perspectives that knowing as much information possible is key to executing the best campaign.

2. The current social media campaign i chose to do research on was the Doritos Crash The Super Bowl Campaign. This campaign has been highly successful since beginning back in 2006-2007. This contest offers fan made videos to be the million dollar ad shown during the Super Bowl. For the first time, the contest is accepting international submissions. This is a great way to engage consumers to creating videos and also watching and voting on the finalists. It also excites other consumers to look forward to seeing the contest winner each year during the big game. The company also reported a 100% increase in visits to its Facebook page last year making it a no brainer to continue the success this year.

3. Netnography is a great new weapon that marketers can use to better understand their consumers. Rather than using a focus group for a survey, this approach seeks out the culture where it actually exists and functions. Netnography is engaging because you are at the same level as those you are hoping to study. A person can study an animal at a zoo through glass and learn some things about that animal. However, one could learn so much more from being with the animal in its native habitat interacting with others of the same and different species and the uncomparable environment. By using netnography, researchers can begin to think like the consumers around him or her by not only observing but imitating behavior. The insight being gained is more than a survey or focus group could ever produce

[mambrose137]

JIT 1 United Breaks Guitars

1.) United Airlines response to Dave's video was too little and too late. The damage had already been done as the video surpassed half a milliton views within a few days of being uploaded. Upon further research, I learned that United contacted Dave after the video had gone viral apologizing for the incident and asking him if they could use it for training purposes. The airline was doing anything it could to slow down further damages and ensure that the public humiliation doesnt happen again. Belated compensation also did nothing as at the present moment over 13 million views continues to tarnish the airline. I noticed that the comments below the video are still heavily circulating despite the incident happening almost 5 years ago.  

2.) This video was seen by so many people thanks to social media and the growing popularity and access to the internet. During 2009, youtube was a recognizable name and people had realized the possible medium to fame that the video sharing site offerred. Viral videos were no surprise at this point on the interenet and often circulated weekly. When a video became viral people would share it with friends through word of mouth, but now also through social media. In 2009, Facebook was dramatically the most used social media site.But besides Facebook,other sites would show trending topics online such as the homepage of yahoo. Youtube also offered on its homepage the most popular videos of the day so it was easy when something had 50,000 views to quickly rise to hundreds of thousands as this video did. The catchy song also was a major factor as once the video went viral, it was released on itunes with much success.

3. It is very challenging for corporations to prepare themselves for user-generated material because theres not much action they can take once this material is posted. They don't own the material or have the power to make the user take it down. Also once something is on the internet it is there forever. Social media is such a complicated medium that companies still struggle to utilize it well today. The best thing a company can do is have a specific department focused on social media. It should monitor social buzz being made by consumers about the company and the companys competition to ensure action is taken immediately when needed. If a slandering video like this recieved 50,000 views in a day in 2014, theres no doubt in my mind that the company would be on the phone with Dave Carroll by sundown because everything circulates so fast and seamlessly now.