business · Furture Implications · Marketing

Future Implications

Old school marketing use a push messaging to reach the consumer, while new school marketing use a pull messaging to reach the consumer. Pushing messages is a way of interrupting the consumer like a commercial on television or telemarketer calling during dinner time. This interruption can turn the consumer off right at the start. Pull messaging is more like funneling individuals who are interested to come to; the consumer searches for the product and the organization pulls them in. The pull messaging turns into permission marketing where the marketers begin asking for consumer personal information like email address, age, income, and even phone numbers. This information is given to marketing from the loyal consumers or the people who follow the brand, they are not forced to provide the information. Personal information is given to be part of the inside information or be put on a mailers list.

Relationships
Relationships

Social media marketing begins with the consumer and builds relationships with them. They become loyal to the brand and more likely to purchase products. The old traditional way puts relationship last after they have bought the product. Social media builds relationships at the beginning creating the trust. It is all about connections, conversations, and community. Social media builds a community around the brand while strengthening the relationships. The future will always be relational and will be an industry that will be around for a long time. Social media may change in platforms and tools, but social networking as a relational social gathering on the digital platform is here to stay. The more you learn about social media the more you will be in tune to your industry no matter what industry you are in.

Daria Kelly Uhlig. (2015). Small Business. Chron. In Old School VS New School Marketing. Retrieved from http://smallbusiness.chron.com/old-school-vs-new-school-marketing-37056.html

Oliver Blanchard. (2009, August 24). SlideShare. In Oliver Blanchard Basics Of Social Media ROI. Retrieved from http://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roi

Debra Eckerling. (2014, March 26). Social Media Examiner. In How to Measure Social Media ROI. Retrieved from http://www.socialmediaexaminer.com/measure-social-media-roi/

social media · Viral Campaign

The Top 5 Characteristics of a Viral Campaign

Going Viral

The top 5 characteristics of a viral campaign are:

  1. Keeping it fresh
  2. Call to Action
  3. Comical
  4. Story telling
  5. Evoke emotion

Keeping it fresh is an important characteristic for social media to stay relevant. There are a lot of reused social posts that circle around, but keeping the content fresh and new will invite new followers of the organization’s social networks. New posts or content created keeps the audience wanting to see more. The old content tends to get stale.

A call to action tends to provoke the audience to “share” the content. If a post were to say “share if you agree” the post will entice the audience to be part of the conversation. It empowers the audience and allows them to tell their friends how they feel about a subject without creating the content. A call to action is a great way to help a post go viral.

Comical content can go viral simply by making the audience laugh. If the reader laughs out loud there is high chance the reader will “share” the content. A funny post or ad can go viral depending on how funny it is. Comedy is an important tool in social media. In my view, comedy is one of the best tools to make a post go viral.

Telling a story is a great way to create a viral post. People like stories especially when they are true. A short story can go a long distance in social media if the story has quality to it. A compelling or touching story can go viral when it relates to the audience reading it. This will cause the audience to “share” the content.

always-like-a-girl-campaign

Emotion is another great characteristic for a campaign to go viral. A video or story with emotion can touch the hearts of many people. These emotional stories/posts will get the reader involved by sharing the content and telling their friends and family about it. A great example of this is the ad ‘Always’ put on called #LikeaGirl which asks the individuals to run like a girl, to fight like a girl, and to throw like a girl. It is a great ad that opens the eyes of individuals being asked.

To make a campaign go viral, it is important to use at least one of these characteristics. People want relevant content to relate to or enjoy. This will make or break the campaign. Do not go stale and plain. Do not tell a boring story. Get creative and excited about the campaign and watch it go viral.

Food · Gaming · Pizza · social media · Xbox

Differentiation

Pizza and video games seem to go hand and hand. Many gamer’s order pizza when they play games at home. It is an easy tasty meal many gamer’s appreciate. Interestingly Microsoft’s Xbox partnered with Pizza Hut for a perfect partnership. People can now order pizza from their Xbox in their living rooms. The gaming does not have to stop! In the first four months Pizza Hut sold over $1 million dollars of pizza using the Xbox app. Director of public relations for Pizza Hut Doug Terfehr said “when talking about a sweet spot for the pizza category it’s definitely gamers and gaming.”

xbox_applanding

The two companies Pizza Hut and Xbox seem to be a perfect fit. When it comes to social media, the two companies rank in the top 20 for companies who lead the social network industry. Pizza Hut’s (@PizzaHut) Twitter account is on the humor side of entertainment. They post and re-tweet jokes making them feel more humanized. They use lots of pictures and videos pulling off tweets like “Dogs on dogs on dogs on dogs on dogs on dogs on dogs on pizza. ” for their new Hot Dog Pizza for National Hot Dog Day.x pizza hut hot dog

Microsoft Xbox (@XBoxSupport) uses their Twitter handle to address issues customers are having. They are one of the best, if not the best in online customer support. They have a lightning speed response rate. Digital problems arise all the time and Xbox makes sure to respond and help everyone as soon as possible. Why use a phone to call and be put on hold when you can have a quick response on Twitter. @XBoxSupport is the perfect example for customers to receive the help they need.

Xbox and Pizza Hut run the show on social media in completely different ways, entertainment and customer support. They are partnered together but use completely different strategic goals to reach their customers.

business · Coffee · Global · Marketing

The Strategy of Starbucks

starbucks2

Starbucks is a company with world renown and was first established in 1971. In the last ten years Starbucks has tripled in annual revenue and earned $16.5 billion dollars in 2014 with a total of 21,366 stores. Starbucks is the second most valuable fast food brand in the world, second to McDonalds. What differentiates the company from its competitors is focus of speed and quality. Starbucks tries to get the customer their order in 3 minutes and 3-5 minutes when it’s busy. The equipment selected in each Starbucks store is at one of the highest quality pieces of equipment in the industry. Starbucks claims to have 87,000 different drink combinations and the barista can make each and every one of them. These specific steps translate to their brand and product value. Each store has high quality equipment and each store has a barista that can pour a perfect cappuccino and latte with the right amount of foam on top. The baristas are taken care of since Starbucks offers health insurance to their employees who work 20 hours a week or more costing $250 million dollars in 2009. This makes the baristas happy and enjoyable to speak to in the stores.

 starbucks

The product in each global store relates to the target market because each cup of coffee ordered can be very unique to the customer. The 87,000 different drink combinations helps Starbucks fit in each market. Some stores in various countries change the look of their logo a bit to fit the culture and beliefs of the country. Most logos show wavy hair while in Saudi Arabia, the lady on the logo is covered up. Some countries (not the USA) show the full picture of the lady who is holding her legs (fins) in the air like a naked mermaid with two fins which seems to be a turn off in America. The Starbucks logo changes depending on where they are in the world. Starbucks is continually growing each year and looking to expand their global presence.

 starbucks4

Jacques, Francois M. (2007, May). Harvard Business Review. Volume 85, Issue 5. In Even Commodities Have Customers. Retrieved from http://web.b.ebscohost.com.ezproxy.snhu.edu/ehost/detail/detail?sid=a88cf095-0954-48bf-a909-2e0c688f6457%40sessionmgr198&vid=3&hid=110&bdata=JkF1dGhUeXBlPWNvb2tpZSxpcCx1cmwsY3BpZCZjdXN0aWQ9c2hhcGlybyZzaXRlPWVob3N0LWxpdmU%3d#db=bth&AN=24638248

Aimee Groth and Gus Lubin. (2011, July 29). Business Insider. Strategy. In 11 Things Starbucks Does Better Than Almost Any Competitor. Retrieved from http://www.businessinsider.com/starbucks-does-better-2011-7?op=1

Statista. (2015). The Statistic Portal. Prices & Access. In Statistics and facts on Starbucks. Retrieved from http://www.statista.com/topics/1246/starbucks/

Alissa Walker. (2011, January 10). A Magazine For the Global Citizen. Design. In New Starbucks Logo Too Racy for Some Countries. Retrieved from http://magazine.good.is/articles/new-starbucks-logo-too-racy-for-some-countries