...management tool in terms of marketing and customer relationship, because they have a big impact on the business and offer many advantages (Zaglia, 2012): the interactions between members of the same community influence in an important way the attitude towards the brand. The process of engagement starts with the satisfaction of the customer that will consequently lead to customer loyalty, the ‘Holy Grail’ for companies (Laroche et al. 2012). This, together with a long lasting relationship,...
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...EG1413 Critical Thinking and Writing Assignment 2: Position Paper Social Media: An Unexplored Marketing Tool by local SMEs E12 Team Members: Anthoni Giam (A0085111U) Chen Ziyang (A0086387M) Ying Chuan Ong (A0074798H) 1. Background Small and Medium Enterprises (SMEs) have always been crucial for the case of Singapore and as seen from Figure 1, they make up about 99% of the enterprises in Singapore (Singstat, n.d.). SMEs here refer to businesses with annual sales turnover of not more than $100 million or employing no more than 200 staff (SPRING, 2011). Moreover, the importance of SMEs in Singapore’s economic landscape is highlighted by how SMEs “form an important pillar of the city-state's economy, employing 56 percent of workforce and contributing 42 percent of gross domestic product (GDP).” (People, 2007) If the SMEs lose their competitiveness, many workers in the SMEs can be adversely affected and even lose their jobs which could destabilize the society. This is also highlighted by Singapore's Deputy Prime Minister and Finance Minister, Tharman Shanmugaratnam who said that the transformation of Singapore's SMEs is also essential to the incomes and living standards for Singaporeans (TodayOnline, 2012). Note: Adapted from “Composition of Enterprise Size,” by Singstat (n.d.). Social media has a huge role in the marketing field today as it allows companies to interact with in a casual manner while publicizing the companies’ products. It is defined to be...
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...companys social media marketing has become a very important strategic operation within the last years due to the changing habits of the population. More than one billion people worldwide are using facebook actively nowadays and the number is still increasing. (Chart no. 1: (Brandt, 2012, Statista)). Therefore companys need to adopt to this dramatic change in communication and have to be present on social platforms, to stay in customer contact and build relationships (Edelman, D.C. (2010), “Branding in the digital age“). This term paper deals with the question wheater social media marketing is an opportunity or threat for Mc Donalds, in particular Mc Donalds Germany. Although social media is a must-have for companys nowadays and nearly twenty thousand firms have a facebook page for their business, social media could be a threat for companys. Especially fast food restaurants are often criticised by protestants and social platforms are perfect places to make their criticism public. So businesses need to evaluate wheather social media is an opportunity or threat for their performance. My thesis statement is that social media marketing is very effective for companys as well as for Mc Donalds and possible threats do not represent a serious danger for them. Importance of social media for companys nowadays Social media marketing is a type of onlinemarketing, where companys use social media for several purposes. There are several possibilities to use social media for business...
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...• Why businesses should utilize social media marketing along with traditional marketing practices? • What are the various applications of social media marketing for various companies functioning in the Indian market? What are the advantages and disadvantages of using social media marketing? • What are the social media marketing techniques followed by Coke and Pepsi in beverage industry? • What are the ways in which social media can more effectively be used by Coke and Pepsi for marketing their products? 2.4 Thesis Limitations Although the researcher has taken great efforts to ensure that this thesis is able to reflect good comparison of social media marketing techniques used by Coke and Pepsi but still there are some limitations of this study which are highlighted hereunder: 1. The first limitation of this thesis is that the results of the study are not generalisable and they apply in research settings only. 2. Secondly the scope of this study is limited to city of Delhi only as the data has been collected by the researcher in...
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...Molson Canada: Social Media Marketing K603 Table of Contents Executive Summary……………………………………………………………... I. Key Issues……………………………………………………………………... II. Analysis………………………………………………………………………. III. Alternatives & Recommendation……………………………………………. IV. Implementation……………………………………………………………… 2 3 4 7 9 References………………………………………………………………………... 16 1 Executive Summary Molson Canada has been facing negative reactions their recent social media marketing initiative, Cold Shots Campus Challenge. Parties claimed that this Facebook contest promoted irresponsible drinking behaviours among university students. As a result, Molson pulled the contest one week before the scheduled deadline. Now, Molson must evaluate the use of social media, specifically Facebook, in its marketing strategy. The available alternatives are to revamp the Facebook initiative, to focus on static webpages or to focus on traditional marketing strategies. The recommendation is to revamp the Facebook initiative over a period of three months with ongoing monitors and checkpoints. The projected cost of this recommendation is $75,500 initially, with recurrent annual costs of $36,000 per year. The advantage of this recommendation is that it can be easily expanded to include other types of social media, such as micro blogging, video sharing, photo sharing and online forums if the response to this project is positive. 2 I. Key Issues Molson Canada faces four key issues moving forward from November 2007. The...
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...How social media marketing can influence the profitability of an online company from a consumer point of view. Chan Jenn Ming Center of SNHU Programs HELP Collage of Art and Technology Kuala Lumpur, Malaysia Devinchan33@gmail.com Rashad Yazdanifard Center of SNHU Programs HELP College of Arts and Technology Kuala Lumpur, Malaysia rashadyazdanifard@yahoo.com Abstract In this fast-paced society, the social network has become one of the major channels for a company to engage with its customers. Social networking provides the platform for organizations to engage and find like-minded consumers. Therefore, social marketing is extremely important for an organization to influence their consumers’ behavior in order to increase its profitability. This marketing approach is often applied especially for online companies. Besides, the perspective of consumer to the company becomes the major reason to keep them loyal to a particular company. In this research paper, I will analyze how social media marketing can influence the profitability of an online company from a consumer point of view. Keywords: Social Media Marketing, Profitability, Online Company, Consumer point of view 1. Introduction With the development of the internet, everything can be done by just a simple click. Many successful companies which rely on the internet have been created, for example Facebook, Twitter, and Instagram. Internet provides the users accessibility to many services, from entertainment...
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...successful companies use social media? By Nora Ganim Barnes 8 Spring 2010 Tweeting and blogging to the top The Center for Marketing Research at the University of Massachusetts Dartmouth, under the direction of researchers Barnes and Mattson, recently conducted a new in-depth and statistically significant study on the usage of social media in fast-growing corporations. This new study revisits the Center’s study of Inc. 500 social media usage for the third consecutive year, making it a valuable and rare longitudinal study of corporate use of these new technologies. (For a complete list and executive summaries see www.umassd.edu/cmr.) The new study compares adoption of social media over the last three years (2007, 2008 and 2009) by the Inc. 500, a list of the fastestgrowing private U.S. companies compiled annually by Inc. magazine. The 2009 Inc. 500 list was released in the September issue of Inc. magazine. In this third iteration, 30 percent (148) of the Inc. 500 participated. The companies include five of the top 10, 12 of the top 25 and 38 of the top 100 companies from the Inc. 500 list. All interviews were conducted with the chief marketing officer or other marketing professional at each company. Questions probed respondents about their familiarity with six prominent social media tools (blogging, podcasting, online video, social networking, message boards and wikis). This included the popular micro blogging service Twitter and other popular social networking sites like...
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...Marketing Research Report James Bower Liberty University Marketing Research Report Introduction The question of proper ways to manage a company’s brand in the 21st century cannot be answered without discussing the use of social media outlets in today’s market place. Social media is an outlet source that allows companies to show their products and services at little to no price. Because social media outlets are at such a low cost and reaches a huge consumer base it has become a major factor over the past fifteen years in society. However, are these good enough reasons for a company to use social media as a marketing tool? Research Problem The research problem to be addressed in this report is would the use of social media outlets help to make a larger profit base and further stability for R. Coffee Ltd. in Lynchburg, VA? This company is a men’s clothing company that was opened in 1986 by Richard F. Coffee and has been supplying the men of Lynchburg with the finest clothing possible in the fashion industry by being on the forefront of style, design and quality for over twenty five years. This company, however, is somewhat “stuck” in the 20th century by using traditional marketing techniques of magazines, newspapers and shying away from computers as whole. In all actuality the receipts, client information and orders for the clothing from the clothing companies are all still written by hand. Even though this sounds shocking they have proven the test of time and thrived...
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...WHAT IS SOCIAL MEDIA? Social mediais the collection of online communication channels which are community-based input, interaction, sharing content and collaboration. Basically it isa series of websites and software designed to allow whole world to share content quickly, efficiently and effectivelyin real-time. Now a days most of the people define social media as apps on their smartphone, tablet etc. but the fact is, this communication equipment started with computers. This misconception stems from the fact that most social media users access their tools via applications. In fact, many of online users never engage social media. IMPORTANCE OF SOCIAL MEDIA The ability to share photos, events, videos etc. in real-time has changed the way...
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...companies monitor their employees’ social media?” and come up conclusions and recommendations. We have separate the report into four parts to discuss, they are employees’ rights, employers’ rights, the impact of social media and the importance of social media. At the end we think employers should only monitor employees if employers have enough reason to believe their employees engaged in illegal posting with inappropriate information about their job. Table of contents Contents Honestly Declaration 1 Executive Summary 2 Table of contents 2 1.0 Introduction 3 2.0 Procedure/methodology 3 3.0 Findings and Analysis 3 3.1 The importance of social media 3 3.2 The impact of social media 5 3.3 Employees’ rights 5 3.4 Employers’ rights 6 4.0 Conclusions 7 4.1 The importance of social media 7 4.2 The impact of social media 7 4.3 Employees’ rights 7 4.4 Employers’ rights 8 5.0 Recommendations 8 5.1 The importance of social media 8 5.2 The impact of social media 8 5.3 Employees’ rights 9 5.4 Employers’ rights 9 6.0 Referencing 10 1.0 Introduction Carole Chamberlain request on March 16, 2015 on research the topic of “should companies monitor their employees’ social media” by written. The report is due on April 7, 2015. 2.0 Procedure/methodology The sources of the report were gathered from 16 - 29 March 2015. The topic of “should companies monitor their employees’ social media” was researched online and from...
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...Is “Social Media” a Beginning of an Unsocial Community? ─Abstract ─ In the last 10 years, with the development of the technology, “Social Media” concept entered literatures and spreaded quickly and became a powerful material on both individual and institutional perspective. Also it’s growing its power every day. Nowadays, lots of companies could not resist of this power and settled it in their business dynamics to take advantage of social media. Lots of the companies using social media on their marketing strategies and number of firms that use social media on customer feedbacks growing day by day. With these methods, companies are trying to turn over social media threat to an opportunity. The other fact that must be discussed about social media is, collecting personal and demographic data from registered users and there is no method to restrict using of these data for intelligence information and commercial purposes without approval of the users. The other interesting fact is, the number of users that registered only top 10 favorite social networks is more than the population of the world that uses internet. Although there are lower age limits on most of the social networks, the statistics show these rules are breaking. With social networks, information can be shared by thousands of people within minutes. On the other hand, with the use of social media (especially by Y and...
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...Social Media Gabriel Colón Román Prof. T. Shartzer LEG 100 June 8, 2014 Social Media has grown a lot in the past 10 years, and is easily visible in people’s everyday lives. Not only for meeting new people or make friends, but also, marketing of products has been a huge opportunity to reach customers. In the last 5+ years is being seen that the social media are being used by businesses for marketing and selling their products. The social media is also acting as channels to grow businesses online. Nowadays, business is about marketing and selling products the right way. However, the online marketing has showed several methods of advertise their products to new customers. The popular social media sites like Facebook is an evidence of how this works. One of the best things to do while marketing online through social media like Facebook or others popular websites, is to remain legally wise. It can be said that in the last 10+ years, the social media has been one of the most common way to take over the world. One of the most important benefits that the social media can provide to a business is the ability to monitor the public perception of its brand, and of course there is going to be some risks. The legally astute managers can identify opportunities to use the law for maximizing the value created. The managers, often anticipate regulations and makes it into opportunities for value creation by being proactive. But on the other side, the managers who does not posses legal astuteness...
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...Running head: MARKETING RESEARCH PAPER Marketing Research Paper Name University Marketing Research Paper – Kudler Fine Foods Gathering reliable information is a crucial activity before the deployment of a rewarding marketing plan. Kudler Fine Foods is a specialty grocery store located in the San Diego Metropolitan area that focuses on high-end food products. The company hopes to expand its scope of operations and boost the loyalty of its customer base. In order to achieve these goals, the company will conduct marketing research to identify opportunities and threats that exist in the external environment (Staff 2012). Marketing research can be defined as the process of collecting custom data and competitive intelligence that will enable managers to make value-adding decisions. The following paper will analyze the importance of marketing research as it relates to the business plan of Kudler Fine Foods. Areas that Require Additional Marketing Research Kudler Fine Foods has enjoyed a high rate of success in the regional grocery store industry, but there are areas of weakness in the business model that must be explored. Currently, the company is only taking advantage of newspaper advertisements in the local area to run sales. The importance of newspaper as a marketing medium is rapidly diminishing for many businesses. Younger generations of consumers do use printed newspapers to obtain information in their daily lives – rather they opt to use social media, mobile technology...
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...what exactly is human capital and how does it relate to an organization’s chances for successfully executing its strategy? In short, human capital is the sum of knowledge, abilities, skills, values, personality, ideas, motivation, behaviors and experiences owned and offered by the people within an organization. All things being equal, the better the quality of an organization’s human capital the more successful it will be. The importance of human capital to an organization’s success is even more pronounced today due to a number of crucial trends. These include: * Demographic changes – an aging workforce along with increasing diversity is forcing organizations to fight a “war for talent” * Increased focus on growth – after cutting costs to improve the bottom line there is a renewed focus on growing the top line * Knowledge, innovation, adaptability and collaboration as key drivers of success – to grow the top line, leaders have recognized that the primary sources of success are things that reside within their people * Increased importance of intangible assets, such as brand, reputation, leadership and strategy – these assets are more and more a result of the efforts and skills of the people in the organization * Recognition that human capital is the main source of sustainable competitive advantage – not access to capital or the means of production This last point is best exemplified by a quote from Herb Kelleher of Southwest Airlines when he said, “Maybe someone...
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...Social media in hospitality, is it changing the business fundamentally? Jesse van der Heiden 406279 Professional writing Stenden University April, 2015 Present day, social media are fundamentally changing the way tourists and travellers search, read, trust and as well as find information about tourist destinations. Furthermore, social network applications for e.g. trip Advisor, Facebook and Pinterest allows guests to participate in business operation and functions. This means that, tourists and travellers provide a huge amount of information about their travel experiences. Many organizations use social media as a tool to connect to millions of potential guests. Therefore, this paper will analyse the importance of social media for the hospitality industry. The first paragraph aims to address the use and impact of social media in hospitality. The second part of this paper will focus and give more insight on the impact of social media on travellers’ behaviour and using social media from a customers’ perspective. Thirdly, the kinds of social media in the hospitality industry will be discussed. As last, conclusions will be drawn while taking personal perspective, studies and theory into consideration. Use and impact of social media in the hospitality Hospitality company participation in social media has been shown to be a cost-effective tool for interaction and involvement with potential guests. Social media that is easy accessible, straightforward and appealing enables...
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