...AD ACCOUNT STRATEGY TEST FOR FACEBOOK AND GOOGLE. FACEBOOK AD MANAGER. STEP ONE: Interest based targeting. I would use Audience Insights to get data so as to profile new potential customers. Based on the insights Facebook has provided, put the new target customers against your current Facebook followers in order to test the ad campaign. This information will help you generate meaningful ads. STEP TWO: Craft a compelling lead magnet. I would create something that would get the attention of the prospective customers. To achieve this, I would consider the following tactics; i.) Giving irresistible offers, like purchase discounts e.g. 20% discount on the 65 inch LG television. ii.) Having promotional sales. For example, Valentines offer on the...
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... This is a free service, as many of these sites are (CrunchBase, 2010). Viadeo competes with many sites, such as LinkedIn and Facebook. The chart below shows the steady, but declining, popularity of Viadeo from January 2010 through January 2011. (Compete.Com, 2011) Viadeo has received funding support of Series A (6/06), Series B (8/07) and Private Equity (7/09). As of May 2010, Viadeo had over 30 million members. Viadeo is heavily used in the French network in comparison to the other countries its members reside in (Gaynard, 2009). MySpace: In 2005 MySpace was the leading social media site with over 16 million members. MySpace is an interactive social media site powered by members with interests in music, movies, celebrities, etc. Targeted to a younger generation, Myspace quickly eclipsed its competition, most notably Friendster, and continually developed and evolved to captivate the interest of its younger members. Also in 2005, News Corporation purchased MySpace’s parent company for $580 million. This caused a skyrocket in memberships to over 33 million. Things quickly took a turn for the worse in January 2011 when competitors had decreased market share for Myspace so significantly that it announced a lay-off of over 50% of its staff. Myspace’s strengths at the outset were innovation and differentiation. With the development of Facebook and other sites, Myspace quickly lost its competitive advantage. Today, Myspace remains a site more driven to music and concertgoers...
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...current strategy in the e-business of social networking. Facebook’s competitors are identified. Investigations are carried out to determine if Facebook’s strategy is effective in staying ahead of its competitors. It was found out that Facebook faced a few major problems. Intellectual property disputes with Harvard based houseSYSTEM’s creator, Aaron J. Greenspan and ConnectU had affected Facebook’s public image in 2004. Privacy issues problems forced Facebook to repetitively apologize to its users and made many amendments to its products. In late 2007, Facebook encountered over capacity in its data centers resulting in a drop in its user visiting Facebook website. With the existence of its competitors, MySpace and Twitter, Facebook found it challenging to expand its operation. It was recommended that Facebook should remain friends with its competitors and engaged in a collaborative alliance in developing technologies for the social network platform. Ensuring adequate privacy user controls is the key to customer satisfaction; therefore regaining trust back from Facebook’s user is crucial in its maintaining good business-customer relationship. 2 II. Statement of the Problem Since the day of its incorporation in 2004 until today, Facebook has faced several issues that affect the relationship with its customers and competitors. These issues can be categorized into intellectual property disputes, privacy controls and advertising ads controversy, network capacity, market...
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...RUNNING HEAD: CASE 1, FACEBOOK VS. TWITTER Unit 3, Facebook vs. Twitter Case Study Analysis Kaplan University School of Business and Management MT460 Management Policy and Strategy Author: Jennifer Sikes Professor: Dr. Sokol Date: July 25, 2011 Introduction Facebook is a social networking website launched in February 2004. Facebook has gained in, as Sarah Lacy calls it, “some made-up social media war”, on its’ at one time rivalries: MySpace and LinkedIn. However, Twitter, another, very similar, social networking site, was started in 2006, and has forced Facebook onto a collision course. Synopsis of the Situation The Facebook vs. Twitter case concerns the two similar social networking websites, and Facebook facing the upcoming threat by Twitter. The case presents similarities between Facebook and Twitter, as well as the advantages of each. Key Issues Issues identified in the Facebook vs. Twitter case, regarded Twitter’s advantageous characteristics: its so-called asynchronous nature and stellar search technology (Lacy, 2009). Another issue involves Facebook marketing Twitter, in a sense. Define the Problem The problem concluded from this case is Facebook’s burden to bear. Facebook does not permit one-way relationships with individuals. Nor does Facebook offer the capability of tracking real-time information. Facebook is threatened with losing users to a less acquainted, social networking website. Alternative Solutions The...
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...Facebook Social Media Network Mission and Vision: The mission of the Facebook social media network seems logical and obvious to the users of the Facebook platform... "Facebook's mission is to give people the power to share and make the world more open and connected." Additionally, when the Facebook IPO was launched on the NASDAQ stock exchange, founder Mark Zuckerberg posted a vision statement of sorts on his own Facebook profile page which describes more about Facebook's vision, and value to the Facebook user... "People use Facebook to stay connected with friends and family, to discover what’s going on in the world, and to share and express what matters to them." Facebook SWOT analysis Strengths 1. Integration with websites and applications. To enrich user experience and engage more users to use Facebook, the social network has launched many features that would allow closer integration with other websites and producers of applications that run via Facebook. Easy integration and use of applications results in competitive advantage over other social networking websites that struggle to provide the same level of service. 2. More than a billion active monthly users. For a social network to grow, it must have users. The more users the Facebook has, the more socially connecting it is. With one billion active monthly users, Facebook is able to connect people not only locally but globally as well. 3. Excellent user experience. Facebook has an easy to use...
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...Rehearsal 2.2 Assignment 2. Write down the language you would use to capture two potential values of an analysis of your own organization or of the organization you are considering as a focus for an analysis. The language that you can use to capture two potential values of analysis in an organization is called SWOT analysis. This is a strategic planning method that is used by most organizations to value the company. It captures the strengths, opportunities, limitations or weaknesses and threats. The organization that I am considering is Facebook. Facebook has several strengths and opportunities but it also has its reasonable share of weakness as well. Some of the strength being that it is a popular and most used social networking site that allows people to stay connected and business to get seen. It has a weakness though that a lot of people don’t like and could end up theoretically hurting the association because of privacy issues. Facebook is releasing a lot of the users’ information to businesses, which is good for the businesses, but the people do not like it. Directing a SWOT analysis can really help your business out when it comes to your strengths and weaknesses. 3. You might consider possible problems you currently perceive in the organization and describe how a cultural analysis would help you better identify solutions to these problems. Or you might reflect on current changes being considered or implemented and ways a cultural analysis would help in the process...
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...Account: Report (3838), Appendix (2092) Group Members: Jian Feng Ding (08199930) Long Cheng (08198940) Lin Xu Zhen Xu (08201511) Qi Hua Jiang (08199004) Date: 10/12/2009 CONTENTS TITLE 1 TABLE CONTENTS 2 INTRODUCTION 3 MAIN BODY PART 1--- CURRENT ISSUES PESTEL framework 4 PART 2--- CHALLENGES & COMPETITION POTER’S five forces 6 SWOT analysis 10 Corporate governance in the Myspace.com PLC 10 Accountability to Stakeholders 11 Corporate Social Responsibility PART 3--- STRATEGIC CAPABILITY Foundation of Strategic Capability 11 Resource and Competence 11 Human Resource Management 12 Cost Efficiency 12 Value Chain 13 CONCLUSION 13 APPENDIX 1 ...
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...Executive summary Tourism can be the main industry of Sunshine state Queensland. There are many famous tourist destinations in Queensland such as Brisbane and Gold Coast. According to the official statistics, there are 197,000 Chinese visitors travelled in Queensland until March 2011, which increased nearly 29% in the last 12 months period. Moreover, the number of Chinese visitors was a continuing grow trend from 2001 to 2010. It can be said that Chinese visitor has become a needful group for the Queensland tourism, thus, the new target market is the international visitors who come from China. SWOT analysis of Queensland Tourism Company presents that some internal facts such as the environment, tourist experiences can be the Strengths. Moreover, Weaknesses can be that the brand image and awareness is weak for these potential Chinese customers. The high rate of exchange has already become the Threat not only for the Queensland tourism but also Australia tourism. The first marketing strategy is that using the social media tool as a platform to communicate with the potential customers in China, the brand awareness and image of Queensland Tourism Company could be improved, it should be mentioned that this social media platform also used to do the promotional activities. Packaging strategy can be the second marketing strategy for the target market, in China, Sina Weibo got the huge population of registered users. The packaging strategy means that the registered users can use the...
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...Oral Communication & Oral Report SWOT Analysis In the course of interacting with my parents, some things were clear thus, the opportunity to evaluate strengths, weaknesses, opportunities, and threats with an objective of improving my conversations in future encounters. Strengths During this conversation, I was able to exploit appropriate resonance of vocal sound, which was good towards the achievement of quality and effective communication. There was also appropriate blend in relation to pitch, speed, and volume during the conversation thus realization of the effective communication. I was able to understand what I was saying during the conversation because of integration of an appropriate style to interact with my parents. In addition, I was also able to utilise quality words in accordance with the listeners’ vocabulary with the aim of expressing respect to my parent during the conversation. I am also able to adapt to any conversation. Weaknesses One of the potential weaknesses during the conversation is the tendency to experience distractions. In addition, I need to work on my presentation skills because I was suspicious at the start of the conversation. Another element of discussion was the tendency of murmuring words thus limiting realization of effective communication. Opportunities I have the opportunity to listen to myself over again with the aim of improving the voice quality. Furthermore, I have an opportunity to adopt and implement an effective...
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...Surreylearn platform. The marketing plan will have a market summery to introduce the market. The potential and key trends of the market will be evaluated. A consumer analysis and industry analysis using Porters Five forces will look into the external factors and the SWOT analysis will examine the idea of Gerraroom. A marketing strategy including a product positioning and a pricing strategy will be comprised. Further a communication strategy consisting of personal selling and events will show an overview of the action plan that the compa 3. Consumer analysis 3.1 Key figures, Trends and movements Almost 65% of the online population (54 million) (Wiki) have used faced book in the past month, (95%) and (74%) between the ages of 16-20, 21-24 respectively in the younger generation category. Youtube comes second with (50%), twitter (23%) windows live (14%), Linkedin (13%), google+ (12%) and Spotify (10%). Moneysavingexpert.com has as many users as Twitter. Spotify primarily a music service provider with users now able to see friends listing habits and share music via face book with 10% of their users spending 14 hours a week using their service. (YouGov.2013) About 25% of Facebook users have said that they use Facebook less compared to 12 months ago, with a further 19% expected to use the site less in the coming year, however 53% of Linkedin customers are more positive about the site and 30% of them would use the site more in the next 12 months. Further numbers indicate that 44%...
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...Challenge………………………………………………………………………………..P.2 3. Situation Analysis……………………………………………………………………………P.3 3.1 PEST Analysis……………………………………………………………………………P.4 3.2 SWOT……………………………………………………………………………………..P.5 4. Market segmentation………………………………………………………………………P.6 5. Market Positioning………………………………………………………………………….P.8 6. Alternative Marketing Strategy…………………………………………………………….P.9 7. Product……………………………………………………………………………………P.10 8. Price…………………………………………………………………………………………P.10 9. Place (Distribution)………………………………………………………………………P.11 10. Promotion………………………………………………………………………………P.11 11. Short & Long Term Projections……………………………………………………….P.18 12. Conclusion……………………………………………………………………………….P.19 13. References……………………………………………………………………………….P.20 1. Executive Summary Improve brand awareness of Lee Jeans to Hong Kong young adults with a digital marketing plan that sustains to half year is the target of this project. Digital media is the best way to promote Lee Jeans products to our target customers, not only the result is measurable for evaluation to improve the marketing strategy in the future, but also the budget is controllable and not so costly as traditional medias. There are 2 stages of marketing events: Phrase 1: build up new customers database thru a photo taking competition for collecting primary and secondary data. Phrase 2: customer engagement thru Facebook platform, invite the potential customers to Lee Jeans flagship store to enjoy special parties with shopping discount. Beside...
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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...
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...Facebook vs. Twitter Unit 3 Facebook vs. Twitter Case Study Analysis Kaplan University School of Business and Management MT460 Management Policy and Strategy Helen Corbett Professor: Donna DiMatteoGibson August 23, 2011 Introduction Facebook is a social networking website launched in February 2004. Facebook has gained in, as Sarah Lacy calls it, “some made-up social media war”, on its’ at one time rivalries: MySpace and LinkedIn. However, Twitter, another, very similar, social networking site, was started in 2006, and has forced Facebook onto a collision course. It is clear that the monopoly of social networking that is held by face book appears to be now threatened by twitter. Facebook in the pass was once threatened by MySpace and LinkedIn but has since gained momentum in the years gone by. Synopsis of the Situation The Facebook vs. Twitter case concerns the two similar social networking websites, and Facebook facing the upcoming threat by Twitter. The case presents similarities between Facebook and Twitter, as well as the advantages of each. In spite of the networking monopoly that Facebook seems to have they still being threatened by twitter in reference to their social networking strategies. This case in its entirety illustrates the similarities among the two. They also depict their differences as well. Key Issues Issues identified in the Facebook vs. Twitter case, regarded Twitter’s advantageous characteristics: its so-called asynchronous...
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...processing systems more effectively and flexibly, cooperate more closely with suppliers and partners, and better meet the needs and expectations of their clients. Classified by market relationship, there are there models: business-to-consumer (B2C), business-to-business (B2B), and consumer-to-consumer (C2C). As a small company providing consultancy services in life science, the best sales strategy for Evolution Bioscience is E-business. However, this company does not make full use of its official website and several social media accounts to develop its business. This article describes Evolution Bioscience existing strengths and failing in using digital platforms such as its website and social media accounts first, and then, using SWOT and business models to analyse the company’s internal situation and via analysing the main social media to choose the suitable social media. Finally, according to the business models analysis, a recommendation mainly refers to B2B development is performed. Current situation of Evolution Bioscience EXISTING STRENGTHS As Jukes and Zilling presented in 2012, the most important for a company in E-business age is establish an official website. Evolution Bioscience has established its official website, which is http://www.evolution- bio.com/. In this official website, we will find that it has clear layout, and the details of the company features. Web site design has six elements: objectives, content, visual design, structure and...
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...address the following critical issues: 1. How to differentiate the website in order to obtain a competitive advantage in an industry with many competitors that already have an established customer base. 2. How to increase the customer base to prevent wineries from thinking twice about the value of signing up with Cork’d. 3. How to determine a pricing model in order to increase revenues, keep the business afloat, and maintain current clients. 4. How to determine which target audience the business should appeal to in order to effectively market and gain new customers. Analysis Cork’d is a social networking website that has attracted a niche market of wine enthusiasts through the use of its celebrity owner, Gary Vaynerchuk. As shown in the SWOT analysis (Exhibit 1.0), Cork’d has been able to use the success of Gary’s YouTube page and “Wine Library” website to leverage itself and attract to individual wine enthusiasts. However, there have been concerns from the wineries that they are unable to determine the value they are receiving from signing up with Cork’d for the $999 annual fee. Although many individuals are happy with the services they have available, the main revenue stream comes from the wineries. Cork’d has used an ad-free system for their website in order to maintain their customers. This system hasn’t been working because of their inability to keep customers; their user stickiness dropping from 49% in September 2009 to 43% in December 2009. There is the possibility that...
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