...Social Influence and Online Retailing Andrea Harrison with Neal Gorevic and Robert McCutcheon, July 2009 The rise of the social web has created a new way of looking at online retailing, specifically how social influence can be harnessed to move consumers from consideration to sale. We‟ve noticed a few examples that lead us to believe that incorporating social into a shopping experience may just be what retailers need to counter-effect the decrease in discretionary spending brought on by the bad news economy. 1) Using core influencer content to editorialize your product offering Target recently announced the launch of Red Hot Shop, a new eCommerce venture combining traditional online retailing with the editorial styling of Daily Candy (a daily email and website dedicated to trends and deals for the savvy shopper). This bundling of retail and editorial is not new to publishing, magazines have long used editorial to sell the products contained in its ad pages. What is new, however, is a mainstream volume retailer like Target taking on an editorial voice to connect with their consumer. The Daily Candy voice is a highly influential one, and often takes the persona of your most in-theknow, trend-watching, fashionable and sample-sale savvy friend. In other words, someone we all need in our life to make sure we make good decisions. 2) Embracing the customer‟s voice Zappos has been an early proponent of the power of social influence, and the company makes user reviews and feedback...
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...Social Media Marketing in Education Co-sponsored by Introduction This white paper and survey on Social Media Marketing in Education is cosponsored by the Education Division of the Software & Information Industry Association (SIIA), edWeb.net, and MCH Strategic Data. The paper provides an overview of some of the recent research that has been conducted on how companies that sell to the education market are using social media. The way your organization uses social media will be directly influenced by how your customers and your target audience are using social media. The survey was conducted in February of 2011. It was conducted via an online survey to SIIA Education Division members, edWeb.net industry contacts, MCH education industry clients, C. Blohm & Associates clients, and the DOLS industry contact list. We received 182 completed surveys. This survey will help you benchmark where you are in developing your social media marketing strategy vs. other companies and organizations in the education industry. Social Media is Here to Stay The social media stakes are rising. Since the creation of the first social networking websites — MySpace, Facebook, and LinkedIn — in the early 2000s, more and more people are using this form of online communication to extend their network of friends and colleagues, to create groups for collaboration, to organize events and movements, and to stay informed about any and every topic. Social media platforms and tools are great for collaboration—...
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...April 21, 2015 Professor Mya Poe Advanced Writing Professor Northeastern University Boston, MA 02115 Dear Professor Poe, This semester has been a great learning opportunity for me and my writing skills. Before this class I was already comfortable with some of the learning goals presented on the syllabus, however, a few of them were strengthened with the projects we worked on. For example, before this class I would never peer review or revise my own papers. With the amount of revisions that were undertaken in all four projects, I feel that I have become more comfortable in the act of revision. Also, I was never good at incorporating forms of evidence to support my claims, ideas and arguments. This class was very helpful in showing how to take research and incorporate it into a project. Overall, this class has allowed me to strengthen my skills as a reviser, helped me “formulate and articulate a stance through my writing”, and helped me to use more forms of evidence to support my claims, ideas and arguments. Project 1 was the simplest of the four projects. I decided to analyze a research article on Marketing and how companies have started to move their businesses into developing nations. At first I didn’t think I would be able to write a rhetorical analysis on this article because of its length but after multiple revisions and help from peers I wrote my final draft. This was the one project where the revisions really helped me grow as a writer. Without these revisions...
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...There has been a recent boom in social networking; this has led to an increase in the amount of social networks available today. Social networking can be described as “the use of Web sites or other online technologies to communicate with people and share information, resources, etc.” (Dictionary.com). This has led to increased efficiency in the exchange of information. I.e. Information is exchanged more rapidly. Organisations are realising the benefits of utilizing social networking. “Social media helps enhance all the basic pillars of good business, such as engaging with the public, converting on-the-fence onlookers into revenue-generating clients, and addressing customer service issues.” (Stewart, 2013). Social Media sites are a great way of exposing your business and products or services and promotions. This is knows as social ‘network advertising’, “a term that is used to describe a form of Online advertising that focuses on social networking sites.” (Social Network Advertising, 2013). Most of the more popular social networking sites are free, so businesses can advertise for little or no cost. Because of the vast amount of people who are active on these social websites the business is able to reach a wide audience and attract new clientele which would lead to sales increases without having to pay for advertisement. I would use social networks to promote products or services being offered at my business and to announce promotions or sales as it allows me to reach a wider...
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...Week 2: Case Study: Social Media Policies, Concerted Activity and HR Management 1. The NLRB has made finding regarding the use of employee posts on Social Media sites to discipline or terminate those employees. Typically these cases occur when an employee posts “negative” information about their current employer or boss. Sometimes these are “public” and other times the employer uses “spies” or “fake friending” to see the Facebook page of the employee. Find at least one case or article online regarding this topic, and briefly explain the facts of the case, and the determination of the NLRB as to whether the employee was properly or improperly disciplined or terminated as a result of their use of Social Media to complain about, criticize, or publicly bash their company or boss. Provide the citation to the article you discover. Design Technology Group, LLC et al., Case 20-CA-35511 (April 30, 2012) The decision was against the non-retailer company known as Bettie Page as instructive. The administrative Law Judge had found that Bettie Page engaged in unfair labor practices when it had terminated three employees who engaged in protected concerted activity through discussions they had on Facebook. The decision against Bettie Page ordered the company to reinstate the three employees to their former jobs and Bettie Page was also ordered to pay back wages. These three employees felt that the store manager wasn’t managing the store or its personnel well. The employees...
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...Executive Summary Team Lions University of Charleston SLBM 640 Week # 3 February 7th, 2015 Week Three Executive Summary Assignment As a team identify an organization for which you will develop a voice of the customer project. Plan with your team your individual ideas for application of the readings for a voice of the customer project for an organization of your choosing. What would the team recommend to improve the customers’ engagement? An executive summary of lessons learned from your team projects to date should be entered in the Team Executive Summary assignment. Summary Team Lions continued to develop a plan for Walmart’s transition from that of a traditional product centric organization, to building a more personal based relationship in becoming more customer centiric. The team implemented additional ideas in putting forth the voice of the customer project in considering conducting tests of utilizing direct mail opt-in strategies. Many organizations have dismissed direct mail altogether as too expensive, too slow, too outdated or all of the above. Such opt-in information can be used effectively in expanding our VOC Channel mix if it is utilized correctly. (Roman, 2011). With the amount of data we will be collecting through the Walmart rewards program, we should be able to access a database full of leads in conducting research to compare the results from doing a combined direct mail and email campaign, a direct mail-only campaign, and an email-only...
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...Effects of medication on the singing voice Medication effecting the singing voice is a very common thing. Taking medication can be very dangerous to the singing voice if you are not careful. There are ways to exercise the voice to prevent damage or help fix some of the effects the medicine has on the singing voice . When you are taking a medication that might harm or hurt the singing voice you might need to develop new routines. If you don’t do anything to help the singing voice while on medication like trying new routines, finding new techniques, or using exercises to keep you singing voice in the best shape possible that could really take a toll and ruin your singing voice forever. One way medicine can ruin the singing voice is by drying out the mouth. If you are constantly needing water or to keep the mouth moist then that can ruin a performance or prevent a singer from singing. Dryness causes itching in the throat and that can be very irritating to deal with. Techniques to prevent medicine from drying out the singing voice are eating a peppermint before singing or chewing a piece of gum before singing. New routines a singer could try is but drinking water constantly not just once in a while. For this to work it needs to become a new routine. Or maybe try the technique of dinking a little bit of honey-lemon water before singing. If a singer is addicted to drugs non-prescribed to them it could take a toll on their career. The drugs could cause numbness which...
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...either fear or are disappointed to reach old age. Our culture has a big influence on how the elderly are perceived has stereotyped this population, mostly seen through the media. Even in films, TV, books, and magazines old people are often portrayed as frail, weak, klutzy, or indecisive. We should look treat our elderly with respect for the fact that they are more associated with experience, knowledge, and wisdom than a younger population. Ageism describes this discrimination against the old due to misconceptions and ignorance. Every person has their own perceptions of seniors and growing old. As an individual grows up, those perceptions are influenced by family, friends, and any interactions with the elderly. But as this individual gets older, they become more influenced by the media and what other people are telling us. I believe that in my generation, we are becoming more naive about our elders and I see and hear about it all the time. One that I get a lot is their driving capabilities. People say all the time that old people can’t drive when, in fact, I see younger people getting in accidents more than our seniors. They have been driving much longer than we have and maybe have more experienced skills in driving. In the advertisement I have chose, it reads, “John McCain is old. Do you want him driving your country?” There is picture of John McCain and an elderly lady driving and holding on the to the steering wheel very tightly. The picture is trying to send out two messages...
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...AND ALTIMETER GROUP SOCIAL MARKETING ANALYTICS A NEW FRAMEWORK FOR MEASURING RESULTS IN SOCIAL MEDIA JOHN LOVETT AND JEREMIAH OWYANG WITH ERIC T. PETERSON, CHARLENE LI AND CHRISTINE TRAN EXECUTIVE SUMMARY Business Must Adopt A Measurement Framework For Success. The rapid evolution of the web and digital media over the past decade illustrates that we operate in an environment that is constantly in flux. Technologies emerge, communication channels open and consumer behaviors adapt. These changes are apparent in the ways in which consumers interact with marketers and their brands as well as the ways in which consumers empower one another. Yet, as consumer connections, networks and relationships spider to the edges of the globe, marketers take their messages to social media channels with reckless abandon. Organizations that view social marketing as experimental forays jeopardize the relationships they have with their customers because consumers do not regard their actions as frivolous endeavors. They’re making decisions based on the new information they learn from their networks and using that knowledge to take actions and influence others. These actions leave indelible impressions upon brands and the consumers that interact with them. In an effort to help clients better understand the value of these emerging channels on their business, Web Analytics Demystified and Altimeter Group interviewed dozens of companies who are active participants in social media. Through our research...
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...Nike China’s “Find Your Greatness” Campaign CLIENT NIKE PRODUCT NIKE ENTRANT WIEDEN+KENNEDY SHANGHAI Shanghai, CHINA TYPE OF ENTRY MEDIA: Use of Media CATEGORY Best Use of Social Media Marketing TITLE FIND YOUR GREATNESS PRODUCT/SERVICE NIKE ENTRANT COMPANY : WIEDEN+KENNEDY SHANGHAI Shanghai, CHINA ADVERTISING AGENCY : WIEDEN+KENNEDY SHANGHAI Shanghai, CHINA MEDIA AGENCY : MINDSHARE CHINA Shanghai, CHINA BRAND OWNER: Nike AGENCY: Wieden+Kennedy, Mindshare, AKQA, Razorfish BRAND: Nike COUNTRY: China MEDIA BUDGET: 10 - 20 million AMBUSH MARKETING: A marketing technique in which advertisers work to connect their product with a particular event in the minds of potential customers, without having to pay sponsorship expenses for the event. An example of ambush marketing might involve selling music merchandise just outside the grounds of a concert without the consent or awareness of the concert promoters, relying on association with the concert to drive sales. PARASITIC ADVERTISING: A type of marketing that promotes one product at the cost of lost sales for another product. Parasitic advertising often occurs when two products are close substitutes for one another. Firms generally attempt to avoid parasitic advertising within their own product offerings because it is not the most effective way of maximizing the return on ad spending. THE BIG IDEA: Honour the pursuit of greatness, not just gold. Simply to inspire and energize everyday athletes everywhere...
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...REPORT ON SOCIAL MEDIA FOR THE COMPANY TONY JOSEPH COURSE: ECON210 DATE:.04/25/2015 Executive summary Purpose: Consideration of Social Media to bring about the benefits the company can derive from its use in the marketing of its products. Scope: This report has been designed such that it can be used in implementing the recommended changes. It includes a comprehensive analysis as to how well the social media with the use of Linkedin, Twitter, Facebook and blog can widen the scope of the company in achieving growth and success. How: The methodology implemented in this report involves study of academic journal articles, academic resources, websites linked to social media. Table of Contents Page 1. Introduction 4 2. Social Media – The Buzzword 4 3. Benefits of Social Media 4 4. Social Media – Costs 5 5. Downside of Social Media in Marketing & Branding 5 6. Plan for Using Social Media in Marketing 6 7. Conclusion 6 8. References 7 Report on Social Media for the Company Introduction The Report for the company brings about the exploration of social media to market the products. The use of social media in marketing...
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...Technology, Marketing, and Security Marquisha Tate Dr. Ingrid Wright BUS 508 Contemporary Business 5-31-2013 Evaluate the reasons Social Media Marketing has become exceedingly popular among businesses of all sizes. Social media has received a lot of well-deserved attention. Highly accessible and scalable, it has changed the way we communicate, share, and interact. Companies have taken notice and now use social media to improve how they listen and engage with their customers. By monitoring streams of information from a variety of social media outlets, companies have access to large volumes of comments and discussions that are immediate and spontaneous. Best of all, they are top-of-mind thoughts coming directly from a company’s most important stakeholder – their customers (www.walkerinfo.com). Sites such as MySpace, Facebook, Twitter, Instagram and Friendster provide an unprecedented peer-to-peer communication channel, where people interact in an online community, sharing personal data and photos, producing and sharing all sorts of information and opinions, or unifying activists and raising funds. Smart companies are finding ways to benefit from the phenomenon. Work networks on Facebook, Twitter, and Instagram are exploding, and some companies, including JPMorgan Chase, and Lockheed Martin, are starting their own in-house social networks as a way to facilitate information sharing. In recent years, most organizations have incorporated the Internet as a part of their...
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...Identified with Race and Minority “I Don’t Speak White” Written by Kendra Alexander Your language is your identity; the way you speak depends on your environment and the people surrounding you. Race and ethnicity are not huge factors in the way one expresses themselves. While some associate certain slang verbiage with the African American race, each ethnicity and race have their own “slang” or abbreviations they use. The way we communicate within our social groups connects us to one another. Edward Sapir, in Language: an Introduction to the Study of Speech, stated “Language is the most massive and inclusive art we know, a mountainous and anonymous work of unconscious generations.” Every culture creates their own language, they find a way to clarify themselves amongst each group, whom is to say one language is better than the other. Negative connotations can be placed on the way one speaks due to their background, or ethnicity. If a minority person speaks “well”, along with these negative race connotations, the person is then seen as acting as though they are the “superior” race. Language can connect us, but it can also segregate our defined cultures. Language and behavior tend to be associated with race, class, and popularity. The connotations of language and race create the “acting white” phenomenon showing that basic stereotypes still exist unrealized or unnoticed, and not only affect social aspects of a person’s life but their overall health. What is Considered “Acting...
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...communication o Which forms of communication to use o Which forms work best Know your Audience o Understanding who your audience is Communication Barriers o Where communication barriers exist o What are you trying to say Follow up o Following up your communication is essential Conclusion Executive Summary Effective communication in the workplace today is essential. Knowing who you are communicating to, and the message you want to convey is important. Making sure that you have to appropriate tools to do this is just as important if not, more important, because if you don’t have the right tools, it won’t work. Make sure that the audience you are communicating with knows that you not only conveyed your message, but you also heard what they had to say, by doing a follow-up communication. Because so much time is spent in the workplace, being an effective communicator will make for a cohesive, and effective workplace. Introduction Effective communication is essential to the success of any business organization. Communication within the workplace is sometimes overlooked and not thought to be an important aspect of the work environment. Because the average working person spends twothousand and eighty hours a year at work, and whether you are the manager or the subordinate it is crucial to have good communication skills because they form the most vital part of your work day. (H. Morgan, 2014) Tools of communication In order to be an effective manager...
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...Purdue University Purdue e-Pubs Department of Computer Graphics Technology Degree Theses 1-1-2012 Department of Computer Graphics Technology Social Media Marketing in a Small Business: A Case Study Sarah Cox coxsl@purdue.edu Follow this and additional works at: http://docs.lib.purdue.edu/cgttheses Cox, Sarah, "Social Media Marketing in a Small Business: A Case Study" (2012). Department of Computer Graphics Technology Degree Theses. Paper 16. http://docs.lib.purdue.edu/cgttheses/16 This document has been made available through Purdue e-Pubs, a service of the Purdue University Libraries. Please contact epubs@purdue.edu for additional information. Graduate School ETD Form 9 (Revised 12/07) PURDUE UNIVERSITY GRADUATE SCHOOL Thesis/Dissertation Acceptance This is to certify that the thesis/dissertation prepared By Sarah Lynne Cox Entitled Social Media Marketing in a Small Business: A Case Study Master of Science For the degree of Is approved by the final examining committee: Mihaela Vorvoreanu Chair Jonathon Day Judith A. Birchman To the best of my knowledge and as understood by the student in the Research Integrity and Copyright Disclaimer (Graduate School Form 20), this thesis/dissertation adheres to the provisions of Purdue University’s “Policy on Integrity in Research” and the use of copyrighted material. Mihaela Vorvoreanu Approved by Major Professor(s): ____________________________________ ____________________________________ Approved...
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