#engagejcu

[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.

[patjoehan]

Coca-Cola Case Study: TCCC

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.

[jcuissocial]

JIT 9: SMM

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.

[shead980]

Successful & Unsuccessful Mobile Marketing

1. Chipotle’s mobile ordering app has been great addition to its business model. The campaign emphasizes the luxury of skipping long lines that consume Chipotle restaurants, especially around the lunch and dinner hours. The app allows consumers to find their nearest Chipotle location and pick exactly what they want on their burritos, burrito bowls, and tacos. When customers place their order, they are told exactly when to come pick it up, enabling them to be in and out of the restaurant within minutes. Chipotle has a large consumer base so this was a great way to make their product more accessible. They do not have to deal with the long lines.

http://www.businessweek.com/articles/2014-02-03/chipotle-wants-to-speed-up-with-mobile-payments

2. Facebook seems to be failing its mobile marketing relative to Twitter, Instagram, etc. Facebook’s mobile app is far too complicated. It requires the user to locate through multiple pages to see notifications, profile updates and pictures. I have an iPhone 4, and the app is nearly unusable because of my slower processor. While iPhone5 and 5s users have an easier time, my Twitter and SnapChat apps works the same as their phones. The key to making the Facebook app better is simplifying it. The article below shows that Facebook plans on improving the app in its next update. The new update will have to adapt to all the iPhone and Android processors to keep their mobile marketing accessible to broader audiences.

http://gizmodo.com/5921767/the-reason-why-facebooks-iphone-app-is-so-slow-and-how-its-going-to-get-blazing-fast

3. As a millennial consumer, I think mobile marketing will be responsible for increased purchases across all industries. So many different needs are already being filled by mobile apps. I can buy sports tickets, Megabus passes, Jimmy Johns sandwiches, etc. spending just a minute on my phone anywhere. In the future, I expect to see brick and mortar traffic to decline as companies become more mobile savvy. Who wants to go to stores when they can sit on the couch and order? Teenage girls?

DS

[jcuissocial]

Next Generation apps

A successful example of a mobile marketing -campaign was Dove’s Campaign for Real Beauty. Dove erected a large billboard of a happy, fresh-looking older woman with a text-to-vote number so that pedestrians could choose between 'wrinkled' and 'wonderful.' The billboard's live ticker showed the combined results from both text and online voting. It was a big hit because of the Location in Time’s Square, N.Y.C. The mobile ads are part of Dove’s “Show us Your Skin” campaign that advocates for real women to submit photos of themselves looking their best with clean, healthy skin. The ads are running within TV Guide’s iPhone application. When users tap on the ad, they are taken to a landing page on Dove’s mobile site that explains the campaign. From there, users can browse a gallery of uploaded photos and watch a video as inspiration for their own photos. The site also offers users a list of recommended tips for taking their own photos. The whole premise behind the Dove campaign is to collect user-generated content to show real women who are proud in their own skin. In order to upload a picture, users can sync their accounts with Facebook to upload the picture. Once users submit a photo, Dove can use the image in marketing for the campaign, which includes a Web gallery, social media and a digital billboard in New York’s Time Square, which is updated in real time. Additionally, users will be sent an email with a picture of themselves on the billboard.( http://voices.yahoo.com/times-square-dove-creating-canvas-real-women-11252322.html)

An unsuccessful campaign would be Mcdonalds “ I would hit it” campaign.                        

Sometimes a company’s ad campaigns make you think that they just start with an edgy concept, then play word association until they pass out or overdose.  In the case of their unfortunate “I’d hit it” ads it seems like they started with the edgy concept “sex,” then corralled a bunch of frat boy interns into the room to fill out the rest. You can imagine the backlash when these banner ads hit otherwise wholesome sites that usually featured some harmless McDonald’s ad like “i’m lovin’  it” suddenly found themselves headlined with talk of banging Big Macs.  There’s a fine line between titillating innuendo and tastelessness that serves no purpose other than to be crass.  McDonalds toed this line, then they… hit it, hard.

Mobile marketing is heading into the living room. It is heading home, it is the last frontier. The Home is where companies are going to integrate their next generation of apps towards. Mobile apps that let you cook, clean, order, set alarms, close doors, yes we already have seen some of these, but that is the direction we are heading in.

[patjoehan]

Clive Wilkinson has designed some pretty crazy offices. His newest one has a single desk with room for everyone on staff.