...AND ALTIMETER GROUP SOCIAL MARKETING ANALYTICS A NEW FRAMEWORK FOR MEASURING RESULTS IN SOCIAL MEDIA JOHN LOVETT AND JEREMIAH OWYANG WITH ERIC T. PETERSON, CHARLENE LI AND CHRISTINE TRAN EXECUTIVE SUMMARY Business Must Adopt A Measurement Framework For Success. The rapid evolution of the web and digital media over the past decade illustrates that we operate in an environment that is constantly in flux. Technologies emerge, communication channels open and consumer behaviors adapt. These changes are apparent in the ways in which consumers interact with marketers and their brands as well as the ways in which consumers empower one another. Yet, as consumer connections, networks and relationships spider to the edges of the globe, marketers take their messages to social media channels with reckless abandon. Organizations that view social marketing as experimental forays jeopardize the relationships they have with their customers because consumers do not regard their actions as frivolous endeavors. They’re making decisions based on the new information they learn from their networks and using that knowledge to take actions and influence others. These actions leave indelible impressions upon brands and the consumers that interact with them. In an effort to help clients better understand the value of these emerging channels on their business, Web Analytics Demystified and Altimeter Group interviewed dozens of companies who are active participants in social media. Through our research...
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...What data would you find useful in making decisions about social media and mobile technology for organizations? A company must first of all understand how users utilize social media in order to develop proper strategies that will satisfy these needs in order to reap the benefits of proper planning. Customers have a tendency to use the media in various stages before they decide on purchasing something, either by getting product information from the seller’s website, browsing rating sites to determine the products quality or simply communicating with a friend through social media for a recommendation. Properly understanding what a customer desires is key in developing a proper marketing strategy, this allows the company to find the customers more likely to use or purchase their products. Although social media websites like Facebook can prove useful, sometimes it is better to redirect traffic to the companies own website in order to enhance the users experience, this also allows for better data collection and analysis. Visit duration, rates, new visitor count, response rate among other metrics can be used to understand customer needs. Measuring success in the use of mobile is still being defined. What key outcomes (i.e. metrics or impact) would you look for in a business's mobile computing strategy? In order to properly analyze mobile success focusing on customer awareness, company success, brand health and impact is of the utmost importance. Customer Awareness, usage...
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...pp. 475). In order to design and illustrate a measurement and evaluation plan, this assay utilizes the MCs measurement and evaluation theory and models for online and offline communication tactics by: * Pelsmacker et al (2004) * Pickton and Broderick (2005) * Ouwersloot and Duncan (2008 * Fill (2005) * Chaffey et al (2006) * Hannah (2012) This essay will point out the different benefits that measuring and evaluating provides. Furthermore, it will demonstrate the proposed monitoring tools and limitations for the three MC objectives tactics which are; 1) sponsorship, 2) digital/ social media as well as 3) TV advertising. In addition, a time/budget plan will be mulled over leading to a conclusion. Pickton and Broderick (2005) state there are five benefits that are illustrated through monitoring and evaluating MCs and campaign tactics which are: Figure [ 1 ]: Pickton and Broderick's (2005) MCs measurement and evaluation benefits Ouwersloot and Duncan (2008) put forward three additional benefits to measuring and evaluating MC’s: Figure [ 2 ]: Ouwersloot and Duncan's (2008) three...
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...other influences are school and social media. All of these influences have played a major part in my academic success. In this essay I will explain how these influences can affect your academics in a positive and negative way. First off a major influence in everyone’s life are parents. My parents supported me to complete high school and further my education by going to college. They also told me to do my best. My parents do a lot for me and I don’t want to let them down by getting bad grades. Parents are responsible for raising their children to be responsible and reach their full potential. Now not all parents do this but the ones who do make their child successful in school will get them extra help if they are struggling with a course and encourage them to do their best in school. The parents who don’t raise their child well affect the child’s academic success. Those parents are care free and don’t understand the importance of an education. Most kids inherit parent’s beliefs so if the parents don’t understand the importance of school then the kid will think the same. Some children can tell the differences from right and wrong with out the parent support but it’s a low percentage. Parents don’t need to take that chance. Our children are the future and we need to start raising them right so that can they can achieve academic success and become leaders. With this in mind, friends are a big factor in academic success. Talking to classmates who do...
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...ÜNİVERSİTESİ SOSYAL BİLİMLER ENSTİTÜSÜ E - TİCARET GÜZİDE AYLİN EGESOY Vize Cisco Systems: Launching the ASR 1000 Series Router Using Social Media Marketing Hazırlayan: Osman ÖZEN (401111024) Cisco Systems: Launching the ASR 1000 Series Router Using Social Media Marketing First of all, let me give some information about Cisco Systems and the new product ASR 1000 Series. Cisco Systems, Inc., founded in 1984 by a small group of computer scientists from Stanford University. By the end of 2012 Cisco became one of the leaders in offering networking solutions for individuals, enterprises, service providers, and governments. The company designs, manufactures and sells networking equipment. Stills one of the world’s most successful technology companies with 68,000 employees over the world. Over 5 years of research and development, Cisco created new generation of compact, purpose-built edge router that offered significant improvements in capital and operating cost, as well as space footprint, while maintaining industry leading performance and reliability. With fully developed new product Cisco Systems was ready to lunch the ASR 1000 Series Router marketing campaign. The implementation of a new kind of marketing strategy was adopt to launch and promote a new product ASR 1000, avoiding traditional print and television media and focus entirely on social media and digital marketing. Cisco value proposition for ASR 1000 product is based on: • Cost reduction and saving space. • Reduction...
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...conducts a Porter’s Five Forces analysis on the business. Section 5 explains why web traffics is not a good indicator for web sales or website success and make recommendations to improve the website. Section 6 recommend Sina Weibo as the social media tool for marketing of the business and explain barriers to use this medium. Recommendations are made. Section 7 explains how the restaurant can use mobile App to marketing and increase sales. Section 8 is concerning with system customization. Section 9 discusses the importance of data security and potential threats as well as recommendation to secure the data. Section 10 is a conclusion. Table of Contents Executive Summary 2 1. Introduction 3 2. Chosen Business 4 3. Knowledge Management and Business Intelligence (BI) 4 4. Porter’s Five Forces Model 5 4.1. An Analysis of Buyer Power and Supplier Power 5 4.1.1 The bargaining Power of Buyer 5 4.1.2 The Bargaining Power of Supplier 5 4.1.3 Strategies to combat the competition 6 4.2. An Analysis of Rivalry, Entry Barriers and The Threat of Substitute Products 6 4.2.1 The intensity of Rivalry 6 4.2.2 The Threat of New Entrants 7 4.2.3 The Threat of Substitutes 7 5 Website Success 7 5.1 Why Measuring Web Traffic Is Not a Good Indicator 7 5.2 Make recommendations on ways to improve the website 8 6 Social Media 8 6.1...
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...01 Introduction to Social Media Measurement with HootSuite By: Nichole Kelly - Social Media Measurement Coach In Partnership with HootSuite - Social Media Dashboard www.fullfrontalroi.com 01 Introduction to Social Media Measurement with HootSuite Introduction Measuring social media is now an expectation that marketers need to deliver on. Marketing Sherpa released a report that showed 53% of marketers have increased social media budgets in 2011. That’s great news but for many it came at a cost they weren’t prepared for; accountability. According to the report from Bazaarvoice, 74% year. Many marketers have found that the reality of measuring social the expectations for the ability to measure have risen dramatically. As a marketer who has successfully measured social media ROI, I can tell you it isn’t as easy as everyone thinks, but it is possible. — Nichole Kelly marketers, but it is something that can be overcome. www.fullfrontalroi.com 1 Introduction The makers of HootSuite, the social media dashboard, recognized the need for real social metrics and released the new Custom Social . This platform provides a new level of insight for how social media is impacting your business. It provides metrics beyond those available anywhere, like fans and followers, and gives decision making metrics like how many site visits your social media activities generated and how many of your social media contacts converted on your site. Combining this data with basic executive measurement...
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...SOCIAL MEDIA The social media have played a major role in changes and challenges in Public Relations through leadership because social media is a big platform where Public Relations used to deliver information and share. The changes in Public Relations have many such as it be trend among every industry where social media become a medium to receive and send information, message and many more. As now day’s social media become a major trend in our daily activity and social media is one of medium which public use to get information and current activity that is happening around them. Moreover it brings a lot changes in Public Relations industry as it help the practitioners to learn more and get knowledge and not only that, able to get response from public towards the activity or message which might be helpful for them to upgrade themselves for better in future. Every Public Relations practitioners need changes in their role as public relations because it can make them use more tools to reach the audience and public worldwide. Meanwhile the challenges that Public Relations face through social media could be among the investor relation or competitors in one same thing which might affect the public’s view and response towards our message. For example there is multiple channel now days such as email, blogs, social media, Youtube and many more CHALLENGES AND OPPORTUNITIES According to the survey topic, there are few challenges that face is the power of images. Image-driven content...
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...MCGILL UNIVERSITY Center for Continuing Education BNI COMMUNICATION PLAN PROPOSAL PRESENTED BY: Valérie Cardinal Jean Christine Clouthier Raymundo Nunez Garza Stephen Arkilanian Joyce Valbuena CPRL 540: COMMUNICATION PLANNING Montreal, Quebec [July 15, 2014] TABLE OF CONTENTS EXECUTIVE SUMMARY ----------------------------------------------------------------------- 2 SITUATIONAL ANALYSIS -------------------------------------------------------------------- 3 SWOT ANALYSIS ------------------------------------------------------------------------------- 4 TARGET AUDIENCE --------------------------------------------------------------------------- 5 COMMUNICATIONS GOAL ------------------------------------------------------------------ 6 COMMUNICATION OBJECTIVES --------------------------------------------------------- 7 KEY MESSAGES ------------------------------------------------------------------------------- 8 THE COMMUNICATIONS PLATFORM STRATEGY ------------------------------------------------------------------------------ 9 TIMING ----------------------------------------------------------------------------------- 10 TACTICS --------------------------------------------------------------------------------- 11 BUDGET BUDGET A ------------------------------------------------------------------------------ 14 BUDGET B ------------------------------------------------------------------------------ 15 EVALUATION AND MEASUREMENT -----------------------------------------------------...
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...DO SOCIAL MEDIA MARKETING ACTIVITIES ENHANCE CUSTOMER EQUITY/VALUE PERCEPTION? | By GUL KHAN. | Thesis submitted to the Lahore School of Economics in partial fulfillment of the requirements for the degree of [MBA] | [2013] | [Word count] Supervised by: [Ms. SHAMILA KHAN] 1. Introduction The luxury market is a high revenue market across the globe and is continuous on rise. This rise can be increased through expansion for the existing and new brands. This industry is a high value-added industry based on high brand assets. The number of customers for this industry can be increased through specially designed social media marketing techniques. There are great opportunities in emerging markets such as China, India and the Middle East for the luxury brands, so the expansion can be done in these markets. Right now, Luxury brands cannot rely only on strong brand assets and hence secure regular customers. The entrance of new brands follows heated competition and hence signals unforeseen changes in the market dynamics. The global economic downturn has forced the luxury brands to change the business models. The brands cannot rely only on brand symbol and consideration of other factors like brand legacy, quality, esthetic value, and trustworthy customer relationships is necessary in order to succeed. The success element for the companies is that they have to provide value in every possible way. Luxury brands have skewed their eyes toward social media marketing...
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...CONCLUSIONS Paper Five Best Practices for Social Media Measurement How to link social media metrics to business results Insights from the webinar, Less Talk + More Action = Better Results, in the Measure What Matters: Redefining Marketing Success in the Digital Age series, presented in association with the American Marketing Association and SAS Featuring: Katie Delahaye Paine, CEO of KDPaine & Partners John Bastone, Global Customer and Media Intelligence Manager at SAS Five Best Practices for Social Media Measurement 1 If there’s anyone out there who still believes social media doesn’t warrant serious consideration, consider some basic facts: There are more than 750 million active users on Facebook, 140 million unique visitors to the site each month, 200 million registered Twitter users, and more than 100 million professionals on LinkedIn. That’s just for starters. In addition to social networking sites, there are blogs, comments on traditional media and e-commerce websites, review sites such as ConsumerSearch and Epinion, content-sharing sites such as YouTube and Flickr, and collaborative projects such as Wikipedia. Nearly half of Americans now get their news from the Web. One in five reads blogs. More than 80 percent of Americans use social media in some fashion each month. Some of those people just might be talking about your brand – and your competition. Some may be ambassadors and advocates, or they may just as easily be detractors and malcontents...
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... Module 3 - Assessing the Economic/Geographic Environment Module 4 - Assessing the Social- Cultural Environment Module 5 - Assessing the Political Legal Environment Module 6 - Selecting a Global Company Structure Module 7 - Financing Sources for Global Business Operations Module 8 - Creating a Global MIS (Management Information System) Module 9 - Identifying Human Resources for Global Business Activities Module 10 - Managing International Financial and Business Risks Module 11 - Product Target Market Planning for Foreign Markets Module 12 - Designing a Global Distribution Strategy Module 13 - Planning a Global Promotion Strategy Module 14 - Selecting an International Pricing Strategy Module 5 - Determining Organizational Financial Results Module 16 - Measuring International Business Success Conclusion Bibliography...
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...Professional Selling In order for a company to get off the ground, much of the time they need to sell the product through different promotional strategies. This could be through advertising or door to door sales, whatever the company feels will help sell their product. Pet Buddy is in this exact situation now as they are in the introduction phase. They are trying to get off the ground anyway they can, and in order to do so, they must get out and use professional selling. In business they usually say, “Nothing happens until someone sells something”, this could not be any truer ("Professional Selling", n.d.). The company cannot continue to pay their payroll and spend on research and development if the product is not selling. The company just needs to decide how they will sell their product. Different Promotional Strategies The Pet Buddy Company has decided to go through a few different promotional selling strategies in order to get their feet off the ground. They will use minimal advertising at first because they will need the funds in order to advertise as advertising can be fairly expensive. This is why it is important to find the right person to get cheaper advertising through newspapers and flyers, but get the “bang for their buck” they are looking for as well. They will use also use digital marketing and the same applies to digital marketing as does it to advertising. The real selling happens in the other strategies including; sales promotions, direct...
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...shaving razors to man based on a monthly subscription. Michael Dubin was the founder and he used digital media to achieve a goal of getting more customers but also to get investments from big companies. The prices range from a $1 to $9 a month based on what type of razor blade customer chooses. The idea of selling razor via subscription came to the owner Michael Dubin because he have heard of many man complain of the prices of razors in stores. At the begging of launching his business, he spent months driving down San Diego to connect with bloggers to spread the word. However, it was difficult and he decided to make a video to tell the story of buying a razor via subscription. After launching his video on YouTube it has been seen almost 10 million times. In the first 48 hours of launching the video, he had 12,000 orders placed. After the launch of the video the business kept growing, Dubin struck a deal with many investors, which helped him, grow the company. Today the business is valued at $615 million, what started, as a video ad now is multi million-dollar company. With the use of digital media, Dubin was able to attract customer to purchase the subscription. He used several strategies that helped his video ad be successful such as making a funny video, launching it a the right time, using funneling marketing strategy, and creating a call to action within the video. His success was measured based on customers sharing the video and money earned. Goals of Individual ...
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...embrace e-commerce. As a matter of fact, some organizations have gone out of business for failing to embrace adequately e-commerce. For instance, Ecomum, an organization that provided maternity products and earth friendly mom products such as toys, ran out of business in 2013 for not embracing e-commerce. Furthermore, one of the marketing strategy used by the company was after sales services such as offering free delivery. However, this strategy contributed to the failure of the business. For instance, the cost of shipping the goods to the customers was very high thereby leading to losses. As such, one of the marketing strategies that Ecomum could have applied is embracing the social media such as Facebook, twitter or Myspace as an advertisement tool rather than after sales services. As evidenced, social media has become one of the best marketing strategies for various successful organizations worldwide (International Journal of Electronic Commerce, 2004). Organizational hierarchy involves structuring an organization using separate levels of authority and chain of command or between subordinate and superior levels of the organization. As such, every entity within the organization is subordinate to a single other entity. In addition, each functional areas such as marketing, finance or human resource, are each headed by different persons. Furthermore, marketing may not play an important role in an organizational hierarchy since it is one department headed by an individual who is a...
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