...As a marketing tool Facebook is essential for any business to expand its market share. Through social connections it opens up opportunities worldwide. It’s no surprise seeing as Facebook is the most used network worldwide. However, It’s important to realize that Facebook is a very regionally focused and organized form of social media and in turn as a marketing tool Facebook realized that if they wanted to be successful they couldn’t create a template like MySpace for users to utilize worldwide. Instead they rigorously research trends and interests of there users by region and connect people accordingly. Essentially what they have done is changed the web marketing business model from the “searching” model of the 2000’s that has made Google an international powerhouse to a “discovering” model”. The ability to discover things about people you know. Your friends, family, and co-workers all connected though their friends and their friends-friends. To do this they equip and encourage there users to utilize the many social tools available. Through the use of “the wall” users can hear from their friends about experiences with products, celeb gossip, new and upcoming products, etc. This exposer markets products through the network in a revolutionarily personal form of marketing. Ingeniously, Facebook then posts your wall posts to the “news feed” for all to see. What they have done is created a network that is social by design by crafting the content experience to help marketers...
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...Business Model Case Study 1 Software | Marketing Strategy / Business Model | Consumer Behavior | Mobile Ad Formats Revamped mobile-ad offerings | Up to 153 million from zero a year ago. Mobile ads are more selectively seen, so the company can provide more powerful ads. Ads can be tailored to the user’s location. More information can be gathered from mobile user. Advertising Model | Clicking on advertisements. More likely to take mobile ads into consideration. More likely to look up products on Facebook when they are at the purchasing location. | Messaging and Photo-Sharing Application called Poke (like Snapchat) | Advertising Model | Download the app and share photos. Can share photos which promote businesses. Photos disappear immediately, so users are likely to be more liberal in their use. The users will likely be younger than the Facebook population on the whole. | Mobile Facebook App Mobile rewrite of App – “Wilde” for iOS and Android | Switching from HTML5 to IOs and Android | Use Facebook as they would on the web—see sponsored stories rather than banner advertisements on the app. | Facebook Messenger App | Facebook is able to provide more specialized advertising based on those messages sent through the Messenger app because people are more likely to share sensitive information through messages than through wall posts. | Consumers see no advertisements on messenger, but with Facebook messenger, as well as the Facebook phone app, the company can track location...
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...Name: Subject: Instructor: Date: Facebook: An Argumentative Essay Introduction: Contrary to the oft-repeated talk of the social issues stemming from the use of Facebook, it has proven itself to be the most endorsed social networking website. This attribute of Facebook serves as a platform for the benefit of all and sundry. Advertisement and promotional activities reach in the access of maximum number of people and makes it worthwhile. It is now talk of the town that one gets to know about some product through their Facebook page and can also have an instant two-way communication. Companies are now thriving by exploiting the power of social media and saving the sky-rocketing advertising expenses to a great extent. Thesis Statement: This essay discusses the use of Facebook as a social media marketing tool and its positive impact on businesses. First of all, every business aims to gather a great deal of target audience. Now a day, businesses strive for capturing the market share amid billions of sites through different marketing techniques. The best among all is the use of Facebook as a social media marketing tool due to its wide range of audience. It helps to raise awareness among the clients about the product at a great speed. Facebook pages are used to publicize, advertise, generate sales, and create connections between the business and target market while it assists in building good relationship with customer. Researches have studied the...
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...INTERACTIVE MARKETING THROUGH FACEBOOK The term interactive marketing has been coined to describe a customer focused marketing process that is based on using the internet, intranet and extranet to establish two-way transactions between a business and its customers or potential customers. Brands are applying their years of experience of applying interactive marketing and broadcast marketing to the social web and it shows. With the natural inclination to brand and broadcast, we see these same behaviors in the “Facebook” Marketing. Yet, despite these existing strengths, brands are missing the two way aspect or ‘social aspect’ of social network marketing. Interactive Marketing refers to the evolving trend in marketing whereby marketing has moved from a transaction-based effort to a conversation. Interactive marketing is not synonymous with online marketing, although interactive marketing processes are facilitated by internet technology. The ability to remember what the customer has said is made easier when we can collect customer information online and we can communicate with our customer more easily using the speed of the internet. Interactive Marketing allows customers and prospects to participate in the process of building a brand's image in a certain market or target group's minds. Thanks to the consumer's ability to "interrupt" a brand's communications and to complement or modify its messages to fit his or her perception, the process of building the brand itself is crowd...
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...'Mischief' is the guiding philosophy behind the brand's marketing and has been a core aspect of the business from the outset. Woolfenden, marketing director at the Irish bookmaker, says this stems from one of its founders, Stuart Kenny - an embodiment of 'mischief and entertainment'. It is embraced by the whole business, so it is common for colleagues to pitch mischievous ideas. Social media is at the heart of Paddy Power's marketing, often inspiring both its digital and above-the-line campaigns. 'We hear you' is the brand's ad strapline and, alongside mischief, a central marketing theme. 'If you look at what people tweet to Paddy Power, or go on our Facebook page, there's always good stuff,' says Woolfenden. 40% - Paddy Power's share of the social audience among bookmakers, 330% - Increase in Paddy Power's social footprint since January 2012 Source: Paddy Power (BrandRepublic, 2012) QuBit Social score breakdown, July, 2012 Paddy Power have the strongest social presence: The QuBit social scores are calculated based on each company’s reach on each social network, which is then weighted based on the average time spent on the website and revenue driven through each source. Betfair and Paddy Power was the only site to have engaged across all five key social networks, with a notable presence on the rapidly growing site Pinterest, which has been found to proportionally drive far more revenue than Twitter. (Qubit products, 2012) The strength of brands within the online gambling...
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...MARKETING MANAGEMENT 555 Lecturer: Professor Margot Wood Assessment 1 Case papers overview Due: 14th February 2013 (Thursday) Word Count: 1588. Facebook Student Name: David Yew-Choong KAM Student ID: 09876307. 1 WHY do people use Facebook? Whether it's for posting updates, reposting articles, checking in locations/whereabouts, or playing Farmville – people participate in Facebook to stay connected, to relax, to be entertained, and to be kept informed (Bond, Ferraro, Luxton and Sands 2010, 4; Piskorski, Eisenmann and Smith 2012, 2). Some might even use it to spy on their partners, triggered possibly by romantic jealousy (Darvell, Walsh and White, 2011; Elphinston and Noller 2011, 631). Others use it as a platform to advance various social and political causes by creating public Facebook pages. Lynas is an Australian listed company with ambitions to process rare earths in Malaysia. Concerned about the carcinogenic effects of the post production waste, multiple Stop Lynas Save Malaysia (SLSM in short) Facebook pages have been created by various Malaysian green groups (Stop Lynas, Save Malaysia Facebook page, 2013). The resultant groundswell and widespread publicity on mainstream media could have well contributed to the share price slide over the last two years (Lynas Corporation Price Quotes, 2013). This case as well as the iconic Arab spring uprising in Egypt & Tunisia has clearly demonstrated the edge that Facebook has given to the small man on the street...
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...Unit 3 Individual Project Craig Larsen American Intercontinental University Abstract Within this assignment one will see the reasoning for identifying these 3 firms (Facebook, MySpace, and LinkedIn) and why they are worthy of pursuing, and what category they fall into like low-hanging fruit, home runs, or singles. It will cover the risk of each firm also the positive or negative public relations effect on each opportunity chosen. For this assignment I choose the 3 main social networking sites available today; Facebook, MySpace, and LinkedIn. Facebook - Facebook is a social networking site that was first launched in 2004. (Eldon, 2008) Facebook is definitely the number one site throughout the globe when it comes to social networking. Through the years Facebook has had some tough competition and has seen many ups and down’s from various lawsuits, but it is still arguably the most popular social networking site used today. (Facebook, 2012) Marketing Opportunity - This site would be an exceptional marketing opportunity to market clothing to college students across the globe or around the world. This would be achievable because of the popularity of Facebook. As we already know, Facebook is used by many if not most of these students, so I would suggest that they branch out and try to use this opportunity. Categorization of Opportunity - Home run Risk of Opportunity - The problem with this opportunity is that it is such a popular site that the students...
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...Facebook for business Business Facebook Pages have a communicative intent different from individual users and Facebook Groups. Businesses seek to move beyond phatic culture to influence users through content-rich information. As Facebook Pages represented an official channel of communication for businesses, they seek to use Facebook as a medium for advertising, marketing, and public relations purposes (Facebook.com, 2010). This explained that the Facebook Pages, in contrast to individual profiles and group pages, are the least private because their content is visible to anyone on the Facebook network. If users choose to connect to a company’s page, they can do so automatically without a friend request being accepted by the company. Followers of a company’s page are known as “fans”. (1MORE RELEVANT PARAGRAPH) How online brand communities work Motivations behind clicking the “like” button, according to Elizabeth Bushelow from Strategic Communications Elon University, an individual always has a motivation behind liking a Facebook fan page. Brand community members join a community based on either the positive or negative feelings they have towards brand further, individuals choose to join a Facebook brand community because they are loyal to that brand. Other motivations for joining these brand communities are economic benefits, such as discounts, competitions, and lotteries, and entertainment. Providing exclusive deals and discounts available only to members of the Facebook brand...
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...Assignment 4: Internet Technology, Marketing, and Security BUS 508 Name August 24, 2012 Dr. Professor Assignment 4: Internet Technology, Marketing, and Security Marketing plays a large, pertinent key in the success of a product, and/or business. Excellent marketing creates brand awareness and a call to action for the target market. Even Not-for-profit organizations such as the Red Cross and the Boys & Girls Clubs of America use marketing to create awareness (Boone & Kurtz, 2012). Marketing campaigns today must be clever, catchy, and sophisticated. These campaigns use various methods to capture the target markets attention. These methods range from passing out fliers, radio and TV commercials and now social media. Social media such as Facebook, Linkedin, and Twitter have totally revolutionized the way people communicate, by sharing ideas, thoughts, and pictures. These social media outlets allow for a free, easy, and effective way to communicate among friends and family. Members of such sites as Facebook, MySpace, and Twitter can post pictures, create common interest groups, and update their status (www.facebook.com, www.myspace.com, www.twitter.com). It is not uncommon for a favorite book, band, or movie to have a Facebook page that users can “like.” Even politicians today have Facebook pages spreading their campaign news, thoughts, and photos. LinkedIn is a unique social media site for job seekers to network with fellow co-workers, make connections, post...
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...Apple’s Social Media Marketing Campaign Apple’s Social Media Marketing Purpose The purpose of Apple’s social media marketing campaign is to drive discussion around new products and to generate new product ideas and concepts for its consumers. Apple has long been a leader within its technology markets and requires expedited access to consumer reviews and comments about its products. A successful social media campaign will consist of many users discussing products and hearsay about potential products. In the past Apple has left much of its social media conversations solely in the hands of its consumers. Essentially, its strategy was to create a social buzz by staying completely silent, instead letting the rumour mill do the PR work instead (Moth, 2012). Moving forward the company will be more active in its social media in an effort to bridge the gap between consumer and company. Apple’s Target Audience Apple’s target audience is 25+ and more specifically between 25 and 45 years of age. Furthermore, Apple will primarily focus on middle to upper income individuals or families with disposable income. Apple’s brand will focus on people with musical, graphical and artistic and travel interests as well as those who are active, exploratory, avant-garde and early technology adopters (MetaFacts Inc., 2012). The company is known to create a sleeker more upscale technological product. The firm seeks to create more than a culture of singular consumers but rather a community...
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...Facebook Marketing Page 1 Facebook Marketing Quick Start Action Plan ALL RIGHTS RESERVED: No part of this book may be reproduced or transmitted in any form whatsoever, electronic, or mechanical, including photocopying, recording, or by any informational storage or retrieval system without express written, dated and signed permission from the publisher. DISCLAIMER AND/OR LEGAL NOTICES: The information presented herein represents the view of the author as of the date of publication. It does not necessarily represent the view or the marketing practices undertaken by the publisher. Because of the rate with which conditions change, the author reserves the right to alter and update his opinion based on the new conditions. THE REPORT IS FOR INFORMATIONAL PURPOSES ONLY. While every attempt has been made to verify the information provided in this special report, neither the author, publisher nor their affiliates/partners assume any responsibility for errors, inaccuracies or omissions. Any slights of people or organizations are unintentional. If advice concerning legal or related matters is needed, the services of a fully qualified professional should be sought. This report is not intended for use as a source of legal or accounting advice. You should be aware of any laws which govern business transactions or other business practices in your country and state. Any reference to any person or business whether living or dead is purely coincidental. About ‘Facebook Marketing’ ...
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...the Molson Coors Brewing Company which holds the fourth largest amount of market share globally (Qureshi, 2008, p.1). In 2007 when firms were just starting to see Facebook and other social networking sites, like Twitter, as valuable places to market to consumers and communicate with them, Molson also decided to create a Facebook account to connect with consumers and increase brand awareness. One of the first promotional activities Molson established using its Facebook account was a contest called “Cold Shot” which was targeted at Canadian college aged students between the ages of 19 and 24. This contest was set up to be a competition between Canadian colleges, awarding the title of “number one party school in Canada” to the college with the most pictures posted by students while also giving a spring break trip to the student from that winning school who submitted the best picture (Qureshi, 2008, p. 5). Molson had to pull the promotion, though, because many administrators and other students from the various colleges were not happy with the contest since they thought that it not only gave their schools a bad image, but they also saw it as Molson encouraging irresponsible behavior and underage drinking. Therefore, Molson’s problem is to determine if it should continue to use social media, like Facebook, when marketing its brand, and if it does choose to continue, how the company will use these sites to promote its brand in the future. Another issue this company is facing is how it...
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...Technology is undoubtedly proving day after day its capability to offer a variety of social network sites such as MySpace, Facebook, Google plus which are increasingly attracting the interest from academic researchers as well as advertisers. One of the social network sites, the access to Facebook is growing at a starling pace with a millions of users integrated to this site into their daily lives. It leads to a current marketing issue which needs to be put in perspective. Therefore, the purpose of this essay is critically evaluating a current marketing issue on a social network site, particularly is perceptions and advancements of Facebook. It begins by understanding this familiar tool from a marketer’s perspective. Following this, how Facebook changing the marketing practices is perceived. The essay finishes with implications for marketing practitioners. Firstly, there is different perception of marketers on Facebook, but the essay mostly provides general views relating to the current marketing issue. Brand relationship is illuminated from the marketing practitioners. It is probably interesting that over half of the social networking introspective people had become a fan of at least one brand. It happens in these forums that conversation commonly takes place between customer and customer or between customer and brand manager. In the more outstanding scheme of a consumer's life might seem relatively unimportant, but it is crucial in classifying and categorizing customer distrust...
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...offers an insight on the Facebook phenomenon and how they are used by brands as one of their main marketing channel especially by food and beverage companies. It also describes on how it changes the way we communicate with one another and how it can have an impact on brands. The chapter further presents the problem statement of the study, research objectives, research questions and the significance of study. 1.2 Background of study As the world is moving in a faster pace, rapid changes have occurred in the way we live. The evolution of current internet had made our lives more interesting and convenient. Social media has been brought to a whole new level with the advents of social media on the new Web 2.0 where the Internet has gone social. The social media has transformed online monologues into engaging dialogues by redefining how people connect and communicate with other people as well as brands and businesses. This communication platform has now become imperative in being a part of the lives of the modern society by opening the door of endless possibilities of how information is being shared and exchanged. The social media as we know today encompasses all the social networking sites which include the top major players of the industry which is Facebook, Twitter, YouTube and LinkedIn. One such social networking site that grows in an instant rate is Facebook. In short, social media is the social software that improves human communication. Facebook started off with a humble...
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...New Business Suzy Gonzalez Com/100 September 5th, 2011 Christine Piatkowski New Business Microsoft introduced the Zune mp3 player in 2006. Microsoft hoped that their portable music players would compete against the popular Apple iPod. Though Microsoft introduced innovative technologies in the Zune such as the first to include a Wi-Fi access and built-in FM radio, consumers preferred quantity to quality (Chapin, 2011). Advertising Media Microsoft has launched many marketing campaigns to promote the Zune. One of its major campaigns occurred in many college campuses across the country. Microsoft would select a group of college individuals to promote the device in exchange of free merchandise from the company. Microsoft also depended on the viral movement to promote the Zune. Videos surfaced online from technological device reviewers that generated anticipation and excitement about this new device. Magazines would also feature articles on the Zune’s capabilities and high-quality characteristics versus the Apple iPod. Microsoft partnered with MySpace to influence the current social media users. Unsuccessful Advertising Strategies Microsoft’s attempt to stabilize the Zune in the competitive mp3 market did not satisfy consumers. Young college students were an important strategy that Microsoft chose to promote their new product. The iPod was the dominant and popular mp3 player at the moment. The youth makes a product popular because if they promote it other...
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