JIT 2 - "Social Media Marketing Strategy and Netnography"
The link to my social media marketing plan: http://6degreesms.files.wordpress.com/2011/03/social-media-planning.jpg 1.) The outline that I chose follows four steps – Listen, Plan, Strategy, Tools – to assure that the brand will be seen by those that wish to see it. Solis’ outline goes off of a certain brand with four “halos” surrounding the brand – players, platform, channels, and emotions/sentiment. Tuten and Solomon’s outline is depicted as a circle with four sections – social community, social publishing, social entertainment, and social commerce; each of these sections has little examples.
My outline differs from Solis’ because while it may be similar in terms of following steps (brand, halo 1, etc.), it’s not as precise as it may seem to the likes of Tuten and Solomon’s. While their outline has four sections – same with mine – it also follows a guideline, similar to Solis’; it just doesn’t explain it as similar to the one that I chose.
Under each step is a little guide, giving you questions on what to do and how to approach social media in terms of getting your brand out to the public.
2.) The company that I chose was Frito-Lay and their “Crash the Super Bowl” campaign that has been going on since Super Bowl XLI – the Super Bowl that was played in 2007. Consumers were able to produce their own commercials in the hope of having it played during the run of Super Bowl commercials – the ones that are the most watched since the Super Bowl is normally the most watched American television program, along with it being the most watched sporting event in the world. Whoever wins would have their commercial played, and a large sum of cash given to them. For this upcoming Super Bowl, Frito-Lay is allowing international countries to compete in this campaign, meaning that whichever country that sells Doritos would be able to allow their consumers to enter and a chance to win. This campaign is, in my honest opinion, one of the most popular to take place.
3.) The advantages of netnography over other research methods are that netnography provides useful insight to those that analyzes data. While surveys and focus groups might give you more opinions, they are more than likely far-fetched from the truth, as surveys are normally looked at as something to do within a five-minute span without any effort being put forth. With netnography, you are given insight that is more natural and uncertain; uncertainty, in my opinion, is much better to have than false opinions. Netnography can help companies out by getting down to the basic grouping of how their brands are being seen, being recognized, and who is purchasing them. I do not see any disadvantages to using netnography, as this method is much more efficient than conducting surveys.
