...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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...Integration of Social Media in Marketing Campaigns A Research Paper Presented to Ms. Maria Luisa Velasco In partial Fulfillments For the Course ENGLRES Term 1, SY 2014-2015 Karla June Marie Y. Ocampo Maria Kristine Louly DR. Pastor 1 Thesis Statement: Although social media poses some limitations, it still benefits entrepreneurs and start-up businesses because it serves as a virtual marketplace, a platform of communication and a social influence in effectively gaining customers and building lasting relationships. I. II. Introduction: Digital Marketing and the 21st Century Social Media as a Virtual Marketplace a. Accessibility to both businesses and customers b. Convenience of online shopping c. Opportunities and potentials d. Examples (online businesses) III. Social Media as a Platform of Communication a. Attracting Online Audience b. Building fans and followers c. Managing customer relationships d. Staying connected with your customers e. Getting feedbacks IV. Social Media as a Social Influence a. Consumer Expectations b. Blogging and Microblogging c. Trends in the 21st Century V. Conclusion 2 Context The internet has become a part of our daily lives ever since it was introduced to us many years ago, and as a matter of fact, the generation today takes it for granted. The internet has given the people access to different parts of the world as a source of information and a platform of communication. With the advent of social media in today’s...
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...W’Style’s Social Media Strategy Report ISYS 1028 Assignment 3 Lecturer: Dr Claire Davison Padmanabh Deshpande: 3455769 Jie Deng: 3452773 Jianpeng Shao: 3372513 Regina Tilaar: 3410562 Qiaojian He: 3181251 31th October 2013 Contents 1. Social Media Business Audit of ASOS.com…………………………………………………………….3 2.1. Business Introduction and Brand Description………………………………………………………. 3 2.2. Current Customers and Target Market………………………………………………………………….3 2.3. Reviews of Social Media Channels…………………………………………………………………………3 2.4. Analysis of Strengths and Weaknesses of the Current Campaign…………………………. 6 2.5. Conclusion of Findings…………………………………………………………………………………………..7 2. Social Media Strategy Report for W’ Style…………………………………………………..……….8 3.6. Business Introduction…………………………………………………………………………………………..8 3.7. Current Market and Target Market………………………………………………………………..…….8 3.8. Identification of Business Goal of Strategy……………………………………………………………8 3.9. Engagement Strategy and Technologies…………………………………………………………….…9 3.10. Overall Schedule of Strategy and Campaigns………………………………………………………10 3.11. Resources and skills required for performing strategy…………………………………..……12 3.12. Key Performance Indicators and Analytic Tools………………………………………..…………14 3. Evidence of Social Media Campaign…………………………………………………………..……….16 4.13. The Goal of the Campaign……………………………………………………………………..……………16 ...
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...Effectiveness of Social Network in Marketing Campaign Section I Introduction to the Study Introduction In an era where technology prevails, entrepreneurs as well as marketers see the need to keep up with the fast pace of change or risk being outdated. It is practically impossible to design a marketing strategy without considering social networks. Social network or social media had become really important factor in today’s marketing mix and in promotion mix. Adapting some form of marketing online through social media is a key node for all businesses, especially in an industry where trends constantly change such as fashion and handicrafts. Social network as a marketing tool and an effort has been made to analyze the extent social media helps consumers in buying decision making. Social network is a must in effective marketing campaigns. It is really effective as a marketing channel in terms of brand recognition. With social networking, marketers find it easy to determine and gather the feedbacks for certain products or services offered based on customer's comments without sacrificing much costs and time compared to other marketing channels. Social network also improved customer insights. By the reaction and comments posted by customers, you can gather information about what your customers are interested in. It also directly helps of what they think of your business which will give you an opportunity to improve a certain areas of your product or services. In this stage...
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...We’re all connected: The power of the social media ecosystem Richard Hanna a, Andrew Rohm a, Victoria L. Crittenden b,* a b College of Business Administration, Northeastern University, Boston, MA 02115, U.S.A. Carroll School of Management, Boston College, Chestnut Hill, MA 02467, U.S.A. KEYWORDS Social media; Traditional media; Online ecosystems; Marketing communications; Marketing metrics; Consumer engagement and interaction Abstract Consumers are adopting increasingly active roles in co-creating marketing content with companies and their respective brands. In turn, companies and organizations are looking to online social marketing programs and campaigns in an effort to reach consumers where they ‘live’ online. However, the challenge facing many companies is that although they recognize the need to be active in social media, they do not truly understand how to do it effectively, what performance indicators they should be measuring, and how they should measure them. Further, as companies develop social media strategies, platforms such as YouTube, Facebook, and Twitter are too often treated as stand-alone elements rather than part of an integrated system. This article offers a systematic way of understanding and conceptualizing online social media, as an ecosystem of related elements involving both digital and traditional media. We highlight a best-practice case study of an organization’s successful efforts to leverage social media in reaching an important audience of...
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...CASE Cisco Questions and Answers: 1. Was the ASR 1000 launch campaign a success? It was a very successful launch because they applied the new launch strategy which based on “virtually” “visually”, and “virally” marketing successfully leveraging the new capabilities of web 2.0 and social media networks. Reaching high number of target customers, richness of the customer interactions, and the significant cost savings relative to traditional campaign using mass media shows the success of the launch. More importantly, the campaign had proven to be a turning point for the way Cisco took products to the market: “virtually” “visually”, and “virally”. 2. How does Cisco measure the success of launch campaign? Cisco measures the success of launch campaign using cost savings (which was less than one-six of CRS-1 launch expense), saved carbon emissions (equal to 188 ton of coal or 42000 gallons of fuel), number of audience for online live event (9000 person from 128 countries) and number of target customer has reached using all social media, blogs and games. 3. What lessons did CİSCO learn from the ASR 1000 launch campaign? The lessons that Cisco had learned from this launch campaign are; * Fish where the fish are * It is OK to show your human side of Cisco * Avoid hidden costs * Test, test and test again * Emphasize user-generated content * Not everything will work 4. How did the ASR 1000 launch change the way Cisco thinks about marketing...
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...Marketing Communications | Syndicate assignment Case 1 Prius Launch: Harmony Installations 2011 Bronze | Media Innovation Case 2 Canon Eos Cameras: Photography beyond the still 2011 Silver | Consumer Electronics Case 3 Southwest Airlines: Grab your bag it’s on/ Bags fly free 2011 Gold | Transportation Case 4 Ocean Spray Cranberries: Straight from the Bog 2008 Gold | Renaissance 2011 Silver | Sustained Success Case 5 Sears: Don’t just go back. Arrive 2010 Gold | Retail¬ Case 1 Prius Launch: Harmony Installations 2011 Bronze | Media Innovation GET: Echo/Tech friendly minded people WHO: Are environmentally and technologically aware and enjoy innovation. TO: Think Prius is the car they should buy versus the car they want to own. See Prius as an Icon of progress. Encourage consumers to put a Prius in the mainstream consideration set. BY: Outlining that hybrid motoring is good for the environment, endorsing the idea of being proud to own a Prius. LIKE THIS: By highlighting the “harmony between man, nature and machine”. Happiness, Optimism, Pride, Imagination SUCCESS: Desired 20% increase in sales of Prius. Increase hybrid vehicle market share. Engage social media metrics. $4.5m in earned media desired through Solar flower installations/social media. Market/Commercial insight The reported market decline in the Automotive Industry for passenger cars has declined by 37% in FY2011. Financial modelling of passenger...
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...part of 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...
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...Elizabeth DELONE 03-03-2013 1. Evaluate the reasons Social Media Marketing has become exceedingly popular among businesses of all sizes. New communication technologies provide people an environment in where participation and discussion is the basis and where people can share their thoughts, ideas and creations. This virtual environment‐ that is called as social media ‐ is a user based environment and seems to be important in terms of bringing crowds and people together and increasing the interaction among them (Vural &Bat, 2010). This interaction creates a good and profitable opportunity for people and companies in terms of marketing and advertising. Sometimes it is even observed that the border between the virtual and the real world appears to blur. Moreover, it is possible to find new friends in this world, share your social and political opinions with others, and even to take serious decisions so as to get married with the ones whom you meet in this world. Social media, which is on a rapid rise especially among youngsters in terms of usage value, seems to be a serious competitor to today's traditional media and even threaten it. Since Social Media Marketing is fast and attractive, it is addressing a lot of people today. More people, particularly young people, are spending less time watching television and listening to the radio and more time online, according to a survey of consumer digital media and entertainment habits run in 2007 by IBM. The survey has TV...
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...The Ford Fiesta campaign was a huge success and it met its objectives. The campaign created brand awareness, interest, and leads (50,000 consumers expressed interest in buying the car), and lowered Ford’s advertising costs. It also stimulated awareness and interest in its targeted audience group, the Millennials. In class we talked a lot about using social media to get the customers involved in the advertising process, and Ford did that by having 100 agents test out and promote the Ford Fiesta through multiple social media platforms. It was so successful because Ford’s agents engaged multiple social media sites to increase exposure and enhance customer interaction with the brand. The agents constantly updated information and communicated stories to interact with and engage social network users. The agents definitely improved the value of the Ford Fiesta through their usage of social media and changed the way other consumers perceived the brand. Ford allowed the agents to co-create value in the brand and the agents helped gain consumers trust in the Ford Fiesta. Overall, the agents were very successful since ninety-seven percent of the leads were from those who never owned a Ford before. While the campaign was very successful, it definitely could have been improved. The campaign did not seem to have a ‘core’ message since each agent was free to do what he or she wanted for the most part. A core message could have made the campaign easier to follow. Ford could have also increased...
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...Security December 1, 2013 Internet Technology, Marketing, and Security Introduction Social media is a good way for a business to market their products to current customers and also to gain the business of new customers. More and more consumers are using the internet and social media websites to make purchases. Some businesses don’t even advertise in the newspaper anymore or use circulars. It is cheaper for them to go to the internet and use social media websites and they also reach more people. This is definitely the future for businesses. With the success that Pepsi had, I can see more and more businesses doing this in the near future. Reasons social media marketing has become exceedingly popular among businesses More than 66% of small businesses plan to invest as much or more in digital marketing, such as websites, social media and online advertisements, as they did last year. These results were from the 2013 AT&T Small Business Technology Poll, with 1,000 businesses replying to this poll (Eddy, 2013). As we can see from this poll, there is definitely a strong interest from businesses in using this type of avenue for advertisement purposes. I think businesses see that through these social media websites, they can be successful. When you go to the Facebook website, you see advertisements for different businesses. There is also LinkedIn. They are a social media network that caters to people in professional occupations. What a great network to use for...
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...10 Smart Must-Have Social Media Tools for Today's Social Media Manager A variety of social media tools are already available for major channels like Twitter or Facebook, if ever you are not too familiar with their functionality, they may all sound the same. Trying to determine the distinction between a sentiment analysis and an online influence tool might take up the time you could be using mapping out an effective social media campaign strategy as a social media manager. We arrived with this useful list to help you sort through the numerous tools and choose the must-haves for your social media management brand. 1. Bulk Scheduler Establishing a good collection of engaging content is half of a successful social media strategy. When you already have the...
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...OBE49749 Campaign for Sightsavers Tactical Response Recent research by the market research organisation DJS has revealed some intriguing trends in the attitudes of Britons to donating to charity (DJS 2013). For example, it was found that those who were earning an average income were more likely to donate to charities than those who were earning a higher than average income. Another very important finding of the survey was the fact that charities could be missing out on as much as £665 million in donations a year because they failed to address the main reasons for non-donation, which were found to be financial constraints and a distrust of charities due to lack of information. Among the concerns expressed by respondents were wastage costs, lack of transparency and administration costs. In other words, people were discouraged from donating to charities if they could not see a real and definite impact in the charity’s work. They wanted to feel that their donations were having a definite effect. Within this context then, the communication problems of a charity such as sight savers are twofold: On the one hand, the charity needs to make sure that it has a real presence in the public consciousness, and draw attention towards the urgency of the issues that it is concerned with. On the other hand, it needs to demonstrate to potential donors that their money is being used effectively to address these issues, and that a real impact is being made. A useful starting point for developing...
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...Importance of social media: Creating virtual and physical hype for Bavaria Bavaria Team @ Nyenrode Business Universiteit Even though there are some doubtful speculations in how social media can greatly affect company/brand’s actual revenue positively, it is not difficult to say that social media are part of people’s lives, creating a whole different dynamics and opportunities for a brand to communicate with the target audiences, especially the younger crowd between 16 and 35, who can be considered as the primary target of Bavaria. As people are getting more connected and expand their social circle and networks using diverse social media, it is important to incorporate social media to increase the level of excitement/involvement and to promote the fun-loving philosophy that Bavaria coveys via its more traditional marketing campaigns. Social media not only will play the role to create synergistic effect, but also can become a ‘virtual playground’ which grows and grows by themselves with a little kick and the encouragement from the brand. In line with our recommendation of creating the ’Bavaria Sky Bar’ and ‘Bavaria Booklet’, the combination of social media activities are recommended to be conducted simultaneously to encourage customer engagement and excitement. Please be noted that all these social media channels as well as our proposition to create ‘Bavaria Sky Bar’, “Bavaria Booklet’ and usage of traditional promotional and media activities including Bavaria’s official website...
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...Topic Paper: Social Media Trends In China Investigate the Microblogging—Sina Weibo Heng Zhang Digital Strategic Communication East Tennessee State University Introduction Social media channels continue to grow in popularity across China in recent years. For a country with over 1.35 billion inhabitants, using social media has become a key way for individuals and businesses to communicate. Of all the Chinese social media products to join the market in the last few years, none has had as great effects as Sina's Weibo. Sina Weibo is a Chinese microblogging website. It was launched by SINA Corporation on 14 August 2009. Similar to a hybrid of Twitter and Facebook, it is one of the most popular sites in China, with a market penetration similar to what Twitter has established in the USA. Sina Weibo presenting a relatively unfettered space for speech. In just four years, the site has attracted over 500 million members, more than the population of all but two countries in the world. For all its success, though, Weibo has confined itself to China; until 2013, when Sina introduced an English-language version and allowed users to login via Facebook, Weibo made virtually no effort to expand to foreign market and focused instead on recruiting users from within China. Given the country's large population -- and still-modest level of Internet penetration -- this strategy makes sense; however, there are still plenty of people in China who don't use Weibo. Weibo as the most...
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