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Perspective on Social Media Marketing

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 find out information about almost anything we want to know about including, products, celebrities, news, etc. Social media also gives us this sense of "community" and belonging. Because of this, we can feel a connection to groups that we would not otherwise.

Should marketers seek to integrate social media efforts with traditional efforts, or should they be kept, planned, and run independently from each other?

Marketers should integrate social media efforts with traditional efforts because social media can enhance sales if it is accurately integrated with traditional marketing efforts. Social media marketing should always be connected to the traditional efforts. It cannot stand alone because this will cause confusion and may distort consumers' opinion of your brand. When social media and traditional marketing compliment each other well, social media can attract many new consumers and provide a way to connect to them and a way to see what they think about your product.

2. Dr. Jenna Drenten, Assistant Professor of Marketing

Misconceptions --

Many people believe that simply having a presence on social media is enough but it's not.  Merely having a Facebook page or an Instagram account does not constitute great social media marketing is built on strategy.  Brands must make their personalitities show with every single social media interaction with consumers, in order to stand out from competitors.  On Instagram, for example, every company can post pictures of products, but social media is about innovation and relationship building.  Relationships built through social media will be what makes or breaks a brand. 

Personal Branding --

Obviously, I'm a huge proponent of personal branding (hence your individual advertising project last semester).  Today's business environment is extremely competitive.  It's important that individuals set themselves apart by very clearly defining unique skills.  

3. The question that I find hard to answer is: Is it possible to monetize engagement (in other words, is there a direct relationship between social media and sales)? This question is hard to answer because it is difficult to measure how social media effects sales. We can know that social media had an effect on sales by observing what the sales were before the social media campaign and then observing them after, but it is very difficult to know exactly how much money social media generated in sales.

Another question that is hard to answer is: What will the Internet look like three years from now? Ten years from now? This is hard to answer because it is hard to predict exactly what the internet will look three or ten years from now. I can only guess that it will be even more new technologies and social media, based on how social media is growing today.

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Social Media Marketing Brand Metrics

1. I agree with Hoffman and Fodor's position because while it is necessary to track the ROI of social media marketing, there are other important metrics to track as well. I agree that keeping track of the brand awareness, brand engagement, and WOM through the metrics mentioned in the article are especially important because this provides the most accurate way of knowing how well your SMM campaign is doing. Take Facebook for example, You can track the ROI for your Facebook page, but without tracking how likes, comments, shares, page visits, wall posts, etc relate to generated revenue, you cannot fully know success your SMM campaign.

2. I think the metrics on the table are still pretty accurate today because the majority of those social media sites still work the same as they did in 2010. The only thing I would add to this is things like Google+ where you can then track the number of likes, people in your group, number of people participating in your events and hangouts, number of comments, number of shares, etc.

3. For Twitter, I would ask him to track the number of tweets about his band, the valence of the tweets, the number of followers and replies and the number of retweets and mentions. For Facebook, I would ask him to track the numbers of friends his page has, the number of likes, shares, and comments, the valence of the comments, the number of impressions, wall posts, and user generated items. For Youtube, I would ask him to track the number of video views, likes, comments, replies, the valence of the comments, the number of shares, subscribers, incoming links, and embeddings. I would also ask him to rack the number of impressions and the CTR for his website.

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Macy's vs Saks Fifth Avenue: The Good and Bad of Mobile Marketing

1. Macy's had a really successful mobile marketing campaign called Macy's Backstage Pass. This campaign included a customized QR code for customers to swipe and unlock videos with Macy's Backstage Pass. When the customers swiped the QR codes "exclusive and engaging video content" was transferred to the users mobile phones. These videos contained content of famous celebrity designers and fashion experts who would give fashion tips, advice and fashion inspiration to the customers as they shopped, through their mobile phones. This campaign was very successful because it provided entertaining and informative advice to customers through an easy to use and direct way. It created a personal one to one environment and created an entirely new way for customers to shop. 

http://www.businesswire.com/news/home/20110224005124/en/Macy%E2%80%99s-Shoppers-Backstage-Pass-Learn-Latest-Must-Haves#.U03kOfmnyk8

2. According to mobilemarketingfail.com, a site dedicated to companies who failed at their mobile marketing attempts, Saks Fifth Avenue had an unsuccessful mobile marketing campaign. Their campaign was not successful because first, they sent out an email to people's mobile phones telling them about a special offer. When the email is clicked, there is lots of unnecessary gibberish and images that does not actually show. Saks Fifth could have sent a simple email contain the discount information and pictures that actually worked. They could learn from Macy's by creating easy accessible content that is engaging to its customers.

 http://mobilemarketingfail.com/

3. I think mobile marketing is heading for success considering our generation is very dependent on mobile phones. If companies can come up with engaging and creative ways to market to consumers through their phones. 

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Gamification in Marketing

1. I don't really play any online social games anymore. I used to play Draw something. this is a game where you draw something and the people you are playing with has to figure out what you are drawing. I do think it is possible to design this kind gameful experience in non-game contexts to make them more interesting. I do believe the reason for playing this game was similar to the ones cited in McGonigal's talk because i started playing this game only because lots of my friends were doing and and it gave us another way to connect and socialize with each other. 

2. A company that has had a successful gamification strategy in marketing is Chipotle with the Scarecrow game. Chipotle applies gamification to meet business objectives by including the importance of organic food and environmental care into this game to reiterate their sustainable efforts. They also reward users with food coupons that can be redeemed at your local Chipotle stores. The end goals of this game is to build awareness of the sustainable efforts of the Chipotle brand while encouraging consumers to buy the food. I think this builds up mental resilience because it includes outsmarting Crowbots and navigation. It builds emotional resilience because the ultimate goal of the game is to restore hope for animals, farms, and the environment.

http://www.scarecrowgame.com/

3. We could adopt the end goal aspect of building awareness of how social media can be used in marketing by challenging students to compete with each other by coming up with creative ways to incorporate the weekly themes for marketing purposes, in a positive manner. Maybe the best one at the end of each week could be chosen and rewarded with a few points extra credit. The end goal here is that the students understand how to apply these themes to real life marketing situations.

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Crowdsourcing with Spotify

1. The company that I chose was Spotify. Spotify's brand community is crowdsourced using an ongoing campaign called SpotifyU Campus Influencer. Its purpose is to increase awareness of the campaign and subscriptions to the music streaming service amongst college students. They want to convert these students into brand ambassadors that specializes in word of mouth marketing. 2. SpotifyU Campus Influencer's communication strategy is to get these college students to join by using ensentives such as financial and perks like t shirts. For the most part though, people join to be part of a community of people who are as passionate about music as they are. People use this campaign to spread the word about music. There is also a blog called The Spotify Community that helps Spotidy users with any issues they may have with Spotify. Spotify can utilize this blog for crowdsourcing by allowing other Spotify users to lost there comments and solutions to help out fellow users. 3. The specific crowd sourcing project Spotify did is the SpotifyU Campus Influencer. This is the Collaborative Communities form of crowd sourcing. Its challenges are, according to the Harvard Business Review, that the "crowd lacks the shared culture and cohesiveness of a company, making it harder to control because intellectual property cannot be protected." The best measure that can be used is customer support communities, wikis, and open collaboration projects for info and software. 4. The main goal of SpotifyU Campus Influencer is to get college students to join, spread the word about music, and be a par of the music loving community. It helps these students share and find new music. This is more of a solution generation because it allows for students to solve the problem of funding the music they want. Spotify's approach was to gather people of the same generation and similar interests and lifestyles, ie college students, to join this campaign and feel included in a community. I think this is a good approach because it gives people with a similar interest something to share.

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Video Ads v Social Media Ads: The Battle to Success

1) Video Ads- are online display advertisements. In other words, they are advertisements that are shown on internet television. They can be shown on AdSense sites or on your page if you click display image ads. Advertisers can monitor these based on clicks and impressions. They can be in the form of demos, testomonials, training lessons, company messages, and case studies. https://support.google.com/adsense/answer/40042?hl=en http://www.nucaptcha.com/captcha/ways-to-use-video-advertising 2) Social Media Ads- are ads placed on social media sites for specific target audiences to view. Social media allow companies to determine their target audience and enables them to target their audience through the convenient use of social media ads. They have high engagement and desirability, giving companies the opprtunity to get many views for their ads. http://www.exacttarget.com/blog/the-guide-to-social-media-advertising-infographic/ http://www.businessinsider.com/social-media-advertising-set-to-explode-2013-7 The Fortune 500 company that I chose is Live Nation Entertainment because one of the words in my brand mantra was music-loving. http://www.youtube.com/watch?v=kdbq3Z69hBw&list=PL9XY4bXlStEhPTLUt0jJRvBRaz_RvlYIK The Video Ad's purpose is to show One Direction to their fans and to promote their concert/tour to them. I know this because there would be no purpose to promote a concert/tour to people who are not already fans of the band. This ad shows them in concert and provides information about the year the tour will take place. This is unique because the video gives fans the chance to see their favorite artist and creates a want for them to go to the concert. Also it gives One Direction fans to get information only on the concert they want to attend, instead of a clutter of other concert information. http://blog.ticketmaster.com/wp-content/uploads/2012/05/concert-cal.jpg The Social Media Ad's purpose is to give Live Nation fans a chance to see the time and date for possible shows they would like to attend and ways to purchase tickets. The target audience for this ad is basically all of their Face Book friends. Its unique features are that it gives information for lots of up coming concerts, instead of just one. I personally think they both are effective in their own right. The Video ad is effective because it gives One direction fans the opportunity to skip the clutter of unwanted concert information, and allows them to view only the concert material they want to see about their favorite band. On the other hand, the Social Media ad is effective because it gives Live Nation fans the opportunity to choose from a large number of concert options and see what upcoming concerts they might want to attend.

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1. 1. Klout said that I had 10+ wall post, 100+ likes, and 30+ comments, giving me a total Klout score of 50. It consists of my Facebook and Twitter. This means that my social media influence is relatively high. I am assuming this means that because I interact regularly on these sites,...

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JIT 3

1.      1. Klout said that I had 10+ wall post, 100+ likes, and 30+ comments, giving me a total Klout score of 50. It consists of my Facebook and Twitter. This means that my social media influence is relatively high. I am assuming this means that because I interact regularly on these sites, especially Facebook, that my Facebook friends like and listen to what I say. My Klout goal at the end of the semester is to be around a 70 because I want potential marketing jobs to see that I have influence on social networking sites and therefore could be a good candidate for a social media marketing job.

2. If I were starting a business and wanted to import a new product, network visualization would help me group everyone into their own subgroups based on where I know them from and what they have in common as far as school, family, work, and any other factor they are grouped by. This would allow me insight on what types of things that target market might be interested in and therefore give me ideas on how to market and promote my product to each group based on their commonalities.

 3. Based on social media, I think I am portrayed as an intelligent person who also likes to have fun. I usually post things about fun things I am doing or advice about life. I do not post much though. I only post about once every two weeks. My desired personal brand would be to be portrayed as a fun, interesting, outgoing, and smart person. I would like to post a little less information about my personal life and more information about where I plan on going in life and how I plan on getting there.