...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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...internet companies such as Facebook? Now, more and more people use social media to connect with their friends and family. Facebook could be the most popular one used by many people from all over the world. Up until 2013, Facebook got up to 1.06 billion monthly active users and 680 million mobile users (Smith, 2013). In terms of internationalization, Facebook successfully launched to the whole world and nowadays, almost all the countries are using Facebook even some poorer country from Africa (Facebook Statistics by Countries, 2013). The company successfully launched to almost all countries because it puts a lot of attention to the differences between each country has so it has succeed in terms of internationalization. First, new features could attract more people to join Facebook since the website is used by people from all over the world and this gives the company opportunity to have the free advertisement from one place to another. For example, in the year of 2013, Facebook just introduces a free call application for their the United States iPhone users and this could attract more people to join Facebook and get them connected to the rest of the world (Hamburger, 2013). From here, we might think this is good only for attracting more users from the United States, but it could attract more people from the rest of the world. Suppose, one person from the United States never had a Facebook before and he now know this free call feature of Facebook and find it is quite a...
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...RIM to prevent further stock sell off and devaluation by identifying alternatives and overcoming barriers within the organization. Under the direction of CEO, Thorsten Heins, RIM will redirect focus to the company's core customers and their changing needs. RIIM Overview Research in Motion Limited (RIM) a telecommunications company headquartered in Waterloo, Ontario, Canada is best known as the maker of the Blackberry. RIM designs, manufactures and markets wireless solutions for the worldwide mobile and telecommunications market. In recent months, it has been making headlines for its declining market share and stock devaluation. Driven by a new CEO, RIM has recently announced layoffs, and strategic plans with more changes for the struggling company planned in efforts to spark a turn-around. Research in Motion Limited (RIM) Research In Motion Limited (RIM) is a Canadian multinational telecommunications company headquartered in Waterloo, Ontario, Canada. RIM’s portfolio includes the BlackBerry, the RIM Wireless Handheld product line, software development tools and other software and hardware. The company was founded in 1986 by Mike Lazaridis and Jim Balsillie, who once served as co-CEOs. Investors indicated that this split leadership structure was problematic, and pushed for a split. Just years later, the two CEOs would step down, now currently serving as...
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...contacts. With the use of some remote access tools, we should be able to access our desktop remotely in our mobile device and access from anywhere. Even for the accounting, the QuickBooks apps generated by intuit would help in maintaining the book. Even the payroll of the company can also be done using mobile devices. The major disadvantage would be the security, because if we lose the mobile devices, there is more chance for somebody to easily hack the information. The term cloud computing stems from the conceptual way the Internet is drawn, specifically as a cloud. Cloud computing is a way of explaining that users are no longer constrained or aware of where the services they are using reside. Both application and databases are moving from being hosted by the particular company to being outsourced to companies that can take entire enterprise applications and make them available to users via a browser. Yes my company uses cloud computing. It is Amazon network based Cloud computing. Our headquarters is located in Houston and we have a branch location in Louisiana. The cloud computing is very beneficial in sharing the documents and all other transactions. Even the softwares we use are developed to work with cloud computing. So it saves lot of time and labor. The only problem I see with our cloud computing is the price and internet speed, the other problem is buying the user licenses for the softwares. In our last class we discussed the Internet of things. Here is a discussion...
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...Nani Keys Global Marketing Research Paper Airbnb: Alternative Hospitality Introduction When a design conference came to San Francisco in 2007 and wiped out available vacancy in hotels, Brian Chesky and Joe Gebbia sought an opportunity to lessen their financial burdens and rent out the available space in their apartment. Almost 6 years later, their solution evolved into a successful Internet service that allows members to rent out homes or spare rooms to travelers. Through alternative marketing strategies including: acquisition, content marketing, and social engagement and personal testimonials, Airbnb now values at almost $2.5 billion. Officially founded in August 2008, Airbnb.com has become the traveler’s ‘go-to’ resource when looking for accommodations in over 192 countries. The original web site offered short term lodging, home-cooked breakfast for travelers as well as a business networking opportunity for those willing to share their space. The simplicity of the site has made it easy for members to build their own profile online to better connect with potential clients from all over the world. Lodging found through Airbnb varies from entire homes and apartments to igloos and private islands, creating a unique experience for every traveler. Acquisition In the beginning of 2011, Airbnb acquired a German competitor, Accoleo, initially launching their first international office. As international user rate increased, Airbnb established international offices in...
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...Peter Hertzberg Public Relations Case Study #1 BP’s Loose Lips Sink Ships Assignment: Case Study Paper/Presentation: You will be assigned a case study from the book. You are to read the case, answer the questions at the end as your “paper”. Prepare a summary of what the case was about and how you answered all the questions and turn that summary into a speech. The presentation should be no more than 10 minutes. Please use visuals and a power point for your presentation. The Issue The Deepwater Horizon oil spill was an oil spill that began in April 20, 2010 in the Gulf of Mexico on the BP-operated Macondo Prospect, considered the largest accidental marine oil spill in the history of the petroleum industry. It claimed 11 lives when the oil rig exploded and spilled 4.9 million barrels or 210 million US gal of oil for 87 days. It was finally capped on September 19, 2010. Numerous investigations explored the causes of the explosion and record-setting spill. Notably, the U.S. government's September 2011 report pointed to defective cement on the well, faulting mostly BP, but also rig operator Transocean and contractor Halliburton. Earlier in 2011, a White House commission likewise blamed BP and its partners for a series of cost-cutting decisions and an insufficient safety system, but also concluded that the spill resulted from "systemic" root causes and "absent significant reform in both industry practices and government policies, might well recur". In November 2012, BP and...
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...Google vs. Facebook Organisational behaviour12/6/2012Durrell carter| GOOGLE VS FACEBOOK ORGANISATIONAL STRUCTURES In this assignment we will explore how Facebook and Google have different organisational structures and how this affects their businesses and staff members. Facebook and Google are both very large companies and have organizational structures which are similar and also different in the ways they structure their businesses. For example David Braginsky who worked for both Facebook and Google over the past five years wrote that "Google is really big. There are multiple teams doing the same thing and don't know about each other. There are teams that strongly believe that other teams should not exist. There are giant sections of Google that have been described as "non-Google" because of culture drift and acquisitions. When you go to the holiday party, you will not know 95% of the people there”. These groups at Google are informal work groups with set tasks working on a set activity to complete for the business with that task being there only goal until they are issued a new one. Also Google really big task groups offer a lots of different skill sets to the organization with the work being spread out and people carrying out lots of different tasks for the organization, performing them at a high level making the division of labour possible. However with Facebook David Braginsky also says that "Facebook is much smaller, and while you won't know everyone (or even...
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...n g & s a l e s p r a c t i c e How we see it: Three senior executives on the future of marketing Steve Ridgway CEO of Virgin Atlantic Airways John Hayes CMO of American Express Duncan Watts Principal research scientist at Yahoo! Research There is no quick path to success in the new era of customer engagement. Progress is likely to come incrementally—by listening to customers, making adjustments to engagement strategies, and learning through trial and error. Since diverse perspectives will be essential to mastering this new landscape, McKinsey’s Luke Collins, Tom French, and Paul Magill recently sought out three practitioners with very different vantage points on marketing’s future. Virgin Atlantic Airways CEO Steve Ridgway talks about how his company recently has been pushing the boundaries of collaborating with customers, while experiencing the pleasant surprise of a successful mass-media campaign. American Express CMO John Hayes discusses what today’s “marketing revolution” means and describes some of the organizational steps he has taken to get ahead of it. Duncan Watts, principal research scientist of the Human Social Dynamics group at Yahoo! Research, explains how today’s data-rich environment exposes the limits of intuition in marketing and the need to take a scientific approach to understanding consumers. A summary of those conversations follows. 2 The CEO Virgin Atlantic Airways’ Steve Ridgway If we get our customers off the plane happy, and they...
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...Welcome to the new millennium, where the world has been taken over by social media. When talking about social media, one cannot discredit the fact that Facebook has become the industry leader. Besides the fact that Facebook has the largest following across the world they now have become a publicly traded company. Nearly a decade ago Mark Zuckerburg set out to connect his fellow classmates at Harvard in a way that no college student has seen before. Well through all of his hard work and dedication Zuckerburg has created the largest social networking site that has forced all others to close their doors. In the industry that Facebook is in there are many competitors that have come along and tried to match what they have been able to accomplish but many have fell short, others have been able to stick around because they have not tried to compete but rather co-exist in the same world and use the same users. 1. Choose the two (2) segments of the general environment that would rank highest in their influence on the corporation you chose. Assess how these segments affect the corporation you chose and the industry in which it operates. When thinking of the segments of the general environment in relation to Facebook, there are two main segments that make sense. For Facebook the social environment would rank the highest right alongside the technological environment. These two segments mean everything to this company because of the industry they are in. Let us begin with the social environment...
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...media websites used by society; Facebook, Tweeter, MySpace, and Linked In are a few of the more popular sites. Social users take advantage of the ability to post up to the minute information of their activities, whereas companies use the sites to post their business, and collect social followers. Online Social Networking Technology has taken us by storm that can imagine life without a computer or a cell phone? Facebook is a social network building and connecting with high school classmates, family and friends from the past and they can be a miles and miles away and even make new friends. With this social network you can share ideas, get together and this is just a simply way to connect digitally in today’s technology. A privacy concern brings up an important factor in this matter. With identity theft on the rise is it wise to post personal information, such as, marital status, and current events? Companies use Facebook to investigate and get information about you before hiring potential candidates. For example, a person post pictures having a wild time and showing body parts. Would a potential employer hire this person? Another example, a person claims to be unable to work and collecting unemployment, but they are posting pictures of them doing side jobs for cash. This is an effective tool for investigating individuals. Facebook has a private setting to block “stockers” from getting information about you. Teenagers have Facebook on their android phones and parents...
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...Decision making on areas such as pricing strategy, appointment of supplier and marketing strategy are decided solely by my CEO. Other areas such as logistics, appointment of distributors, staff employment, accounting and other administrative tasks are decided through democracy. Meetings will be called up to discuss on pros and cons before majority make the decision to proceed. In my opinion, I think this kind of leadership style in effective to the certain extend as there delegation and empowerment to the management team to perform at their best. CEO does not micro manage on issues that senior managers can handle whilst CEO focus on gearing the company direction on areas setting up foundation for the company direction. Senior managers have room to present their ideas and supported by justifications that can be brained storm together for further evaluation. This hybrid style of leadership I think is working well as our organization is still at the growing stage and the dynamics of the member are made this possible. We were able to extend our distributing channels to 5 countries in a short span of 12 months time. I think this leadership style works very well when our organization at the budding stage, in fact everyone was performing at their best as each were given the opportunity to present their ideas and some were adopted because there were really good. For example we have weekly updates and communication going on through web conference and most of the discussions were in fact done...
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...was marked with an uninspiring second-quarter earnings report. Mayer prefers to focus on the company’s increase in Web traffic. She won’t give numbers but says it’s enough to erase the entire decline from the previous year. “Name another Internet giant that went through three years of decline and then started to grow again,” she says. “It’s a very good sign.” When Mayer left her executive role at Google (GOOG), she knew she was taking on what might be the hardest job in the Valley. Yahoo has had a lost decade, laboring under a series of failed product strategies and CEOs. It was a Web directory under founders Jerry Yang and David Filo, then a Web portal under Tim Koogle. Terry Semel made it a tech company with Hollywood pretensions, and, most recently, it languished under Carol Bartz and Scott Thompson as a dot-com relic known mostly for losing its top talent to competitors. Now Mayer wants to transform it into a media company for the mobile age. She’s refocusing her 11,500-employee company on the kind of personalized, habit-forming content that people view on tablets and phones. That means new kinds of e-mail, messaging, and news applications, tailored to the location-aware and always-on nature of the mobile experience. “I hope that at some point we are looking at a world where mobile is a majority of...
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...In 2009, daily deals firms sprouted up on the digital landscape like eager-to-bloom crocus flowers often seen at this time of year. But more recently a late winter freeze has buzz sawed through one flowery bulb after another, as hundreds of daily deals upstarts have fallen by the wayside because they couldn’t develop in the harshly competitive climate. Could a big one—LivingSocial—actually be the next to wither away? Sources familiar with the company say they wouldn’t be surprised if the industry’s No. 2 player, trailing only Groupon, was sold to a larger company or liquidated piece by piece by spring 2014. They say LivingSocial has lacked the speed to adjust to a space that’s increasingly becoming more complex. Even worse for this nascent field, the marketplace has gotten a lot more crowded. Dozens of outfits from Yelp to marketing giants such as American Express and Bank of America—to even companies that enable retailers to set up their own offers—now provide innovative ways to link customers with local merchants. Forrester Research analyst Sucharita Mulpuru-Kodali says neither LivingSocial nor Groupon are too big to fail—even if the latter still has cash reserves in the billions from its 2011 initial public offering. “The daily deals space is saturated,” she says, “and it never provided tremendous value to merchants. And that was the fundamental flaw in the business model. They’ve survived over the last few years even when these truths were obvious because they’ve reduced...
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...MANAGEMENT 12E KREITNER & CASSIDY INTERACTIVE ANNOTATIONS Annotation 1a It’s a Small World Question: How does this situation illustrate the pros and cons of economic globalization? Economic globalization provides manufacturers with access to parts from the around the world. With increased specialization comes increased efficiency and lower prices. However, this also leads to a higher level of dependence on a complex supply chain. When Iceland’s Eyjafjallajokull volcano erupted in April 2010 air traffic across Europe came to a standstill. This brought the supply chain to a halt as parts and supplies transported by plane were left sitting on the runway. The economic impact included costly manufacturing plant shutdowns and sales delays. Annotation 1b Back to the Opening Case Question: What evidence of the managerial functions and skills can you detect in the Zappos.com case? Reference figures 1.3 and 1.4. Of the eight functions of management there is clear evidence of Communicating as employees are invited to provide suggestions and feedback related to the core values. Staffing is also involved as they incorporate their core values into the hiring process, particularly the desire to hire people who are humble. Although less obvious, Leading and Motivating are present as well. Employees involved in defining the company’s core values are quite likely to find their work more satisfying and rewarding. Leadership is evident as there is a clear vision and...
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...3. Land, as a resource, can lead to economic growth in a number of ways. One being the search and discovery of natural resources by way of mining, digging, and drilling. When natural resources like oil are found, it attracts people. It does this because people are able to enter the oil industry. They make good wages and the local economy grows because of this job growth that is based on the discovery of this natural resource. The growth of the local economy leads to big investments in roads and airports. In turn, this leads to increased long-term productivity, not only in oil-related industries but also in the rest of the local economy. This kind of economic growth has a ripple effect on the rest of the local and larger economy. Not only do oil-related industries end up doing well, but the rest of the local economy picks up as well. These linkages help resource-rich areas remain productive even when local prices are higher or the economy goes up and down in other areas. Land can also be used to promote economic growth by way of conservation. Outdoor recreation such as hunting, fishing, hiking, and wildlife watching is big business. It brings day and overnight visitors to an area and communities reap the economic benefits when visitors buy meals and snacks, stay overnight in hotels, buy specialized equipment, lease land, and pay for travel costs. When a community protects its natural resources, it protects the reason outdoor tourists come to the community. Wildlife is a multibillion...
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