...Honors Program 5-2011 Facebook and College Students: Is Marketing Effective Kelsey Craig University of Tennessee, kcraig4@utk.edu Follow this and additional works at: http://trace.tennessee.edu/utk_chanhonoproj Part of the E-Commerce Commons, Entrepreneurial and Small Business Operations Commons, and the Marketing Commons Recommended Citation Craig, Kelsey, "Facebook and College Students: Is Marketing Effective" (2011). University of Tennessee Honors Thesis Projects. http://trace.tennessee.edu/utk_chanhonoproj/1468 This Dissertation/Thesis is brought to you for free and open access by the University of Tennessee Honors Program at Trace: Tennessee Research and Creative Exchange. It has been accepted for inclusion in University of Tennessee Honors Thesis Projects by an authorized administrator of Trace: Tennessee Research and Creative Exchange. For more information, please contact trace@utk.edu. Facebook and College Students: Is Marketing Effective? By: Kelsey Craig Advisor: Mark Collins ABSTRACT: With the revolution of marketing from print to digital media, internet marketing and advertising continues to evolve. Social media marketing on social networking communities creates the ideal environment for marketers to target particular markets. Facebook provides many modes and resources for marketers to use its rich database. This study focuses on how marketers should use Facebook and if college students are worth marketing to. The study uses a sample...
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...22 Social Media Marketing Management Tools By Lee Odden With every online marketing channel and discipline, there must be tools to make the task of marketing more efficient and effective. Social Media Marketing is no different. Over the past 6-9 months, I’ve been researching and reviewing a variety of social media management tools that help with everything from source network connections to campaign & social content management to monitoring & measurement. While there numerous tools that manage single platforms (like Twitter) this list includes services that manage multiple social network accounts, content and measurement. At some point we’ll do more with individual reviews, but in the meantime, here is a list of 22 different social media marketing management tools, platforms and services to help manage and scale your online marketing efforts on the social web: [pic] Shoutlet – Manages social media marketing communications with one platform for building, engaging and measuring social media. Includes multiple account and platform support, social CRM and ecommerce for Facebook, email marketing and mobile features. [pic] Direct Message Lab – Provides consulting, implementation and a platform (REACH) for centralized management of social media promotions & contests, advertising and measurement. [pic] Objective Marketer – Offers social media marketing and analytics with integrated campaign management (Twitter, Blogs, Facebook, YouTube), multi-channel execution, engagement reports...
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...IN TOURISM MARKETING In early November, marketing and public relations professionals from tourism industry offices across the United States attended the Second Annual Symposium on the Use of Social Media in the Tourism Industry (“Social Media Tourism Symposium,” 2011). The topic of the conference speaks to a growing trend in tourism promotion. Attendees focused on best practices for interacting with consumers via social media channels—an important skill, as social media is fast becoming one of the most vital, cost-efficient tools in tourism marketing. Effective use of social media has been proven to boost the number and length of visits, as well as visitor satisfaction and number of return visits. Destination Marketing Organizations and Tourism Marketing Strategy The tourism industry as a whole encompasses a variety of different service and consumer product industries. One type of tourism office is a destination marketing organization, or DMO. The goal of DMOs is to increase tourism to a particular city, state, or region. DMOs seek to achieve their goals by branding the area as a whole and advertising that brand; promoting specific institutions, restaurants, accommodations, attractions, activities, and events that take place in the area; and offering information and assistance to visitors. The Growth of Social Media Social media, which Merriam-Webster defines as “forms of electronic communication (as Web sites for social networking and microblogging) through which users...
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...Marketing for Management UnME Jeans Case Team 6 11/25/13 1) I would suggest Foley should pursue the Zwinktopia media plan. I believe that this is her best choice based on several reasons. First, compared to YouTube and Facebook, Zwinktopia’s targets market is girls 13-24 and focuses on the contents of fashion and music, which fits right into the target group of UnME jeans. Second, second life virtual product sales (Exhibit 10) showed that apparel comprised the largest percentage (34%) of purchases made on SLexchange. Also, by mid-2007, second life appeared to be losing ground to other virtual worlds such as Zwinktopia. Therefore, it is reasonable to believe that marketing on Zwinktopia will not only increase UnME brand awareness, but also would increase sales. Third, UnME will have its virtual retail store to announce any products when new jeans are release in the real world. Also, the platform allows users to design the jeans for their avatar, which they could then share with other avatars. I believe Zwinktopia is a good platform that would better convey the message that Foley wants sends to the target customers. In addition, Zwinktopia’s marketing plan is the most economical one among all social medias. Zwinktopia has cheaper one-time charge fee, and the cost of using Zwinktopia is $100,000 annually while $150,000 for Facebook quarterly, and $300,000 for YouTube plus CPM of $40. In sum, adopting Zwinktopia would directly reach out UnMe’s target teenage and deliver UnME’s...
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...Module 4 Assignment 1: Discussion – Mission Statements Lex Adams Marketing Planning & Strategy Think about an online social media network like Facebook or LinkedIn. For targeting new customers, what are the advantages and disadvantages of using these social networks compared to search engine advertising? Provide specific examples of products that lend themselves more to social networks as compared to search engine advertising. I am going to use the quote, “it takes a village” and put into the context on how social media sites such as Facebook and LinkedIn can influence a consumer’s values, decision making, and preference. For example, Facebook has morphed into a global, networking site where people with similar and different backgrounds and from all over the world can connect and share with others in real time. Connect… Facebook users can form or find social groups they wish to join based on commonality such as family and friends, work related, location related, religion and political related, and even product related. Share...Facebook users can share almost everything about themselves in particular their opinions. It is a gold mine for companies to collect data. One of the benefits of Facebook social groups is that they can be categorized as market segments for marketers to “connect” with. “Market segmentation divides a market into well-defined slices. A market segment consists of a group of customers who share a similar set of needs and wants. The marketer’s...
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...isf m 2 1 a e tde r o 00 Pa cl poe w y t i er e rc a& rvn ason g t t a Fcb o i o o r ak n e ot aeo kn yu m r g ff r t e s Po i dC uts o: rv e o r y f d e Special Report MarketingSherpa’s Top 5 Facebook Case Studies from 2010 Copyright © 2010 by MarketingSherpa LLC All rights reserved. No part of this report may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, faxing, emailing, posting online or by any information storage and retrieval system, without written permission from the Publisher. HubSpot = Easy & Integrated Landing Pages Website \ Analytics I Email / 810g Sales Tools \ Social Media SEO Lead Nurturing Try HubSpot Inbound Marketing Software with a Free 30 Day Trial HubSppt http://www.hubspot.com/free-trial TABLE OF CONTENTS INTRODUCTION: MARKETINGSHERPA’S TOP 5 FACEBOOK CASE STUDIES FROM 2010 ............ 4 IMPROVE YOUR FACEBOOK PROFILE TO INCREASE CONSUMER INTERACTION: FOUR TACTICS ................................................................................................................................................................. 5 HOW 'LOCALIZING' A BRAND THROUGH SOCIAL MEDIA & IN-PERSON EVENTS CREATED A SUCCESSFUL PRODUCT LAUNCH ................................................................................................................ 14 SOCIAL MEDIA GIVEAWAY...
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...Introduction:2 Social Media use in Ireland2 Key Characteristics of Social Media Marketing (SMM)2 Benefits for Retailers adapting an SMM Strategy3 Limitations for Retailers of adapting an SMM Strategy3 B2B & B2C Social Media Marketing4 Conclusion6 Bibliography:7 Introduction:Trade publications have reported that consumers now use social media more frequently than corporate websites when searching for information on the company, brand or product (Dei Worldwide 2008). Trattner and Kappe (2013) Defined social media marketing as "the process of gaining website traffic or attention through social media sites”. However in comparison Chi (2011) defines social media marketing as a "connection between brands and consumers, while offering a personal channel and currency for user centred networking and social interaction". Although both definitions provide a basic understanding of the concept, there is more to social media than merely acquiring traffic. Chi's definition underlines the vital understanding of customers that the marketers must gain ‘personal channel and user centred networking’; retailers who have a deeper understanding of their consumers can ensure their marketing strategies are effective. This review examines current literature that focuses on Social Media Marketing as a promotional tool in Retailing. Social Media use in IrelandAccording to a study carried about by Ipsos (2014); Facebook is now at its highest number of users since it was introduced in Ireland. Approximately...
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...Literature Review As seasons change, small businesses such as hotels and restaurants must also change. Throughout the winter months, the fate of many businesses remains uncertain, with a lot riding on their winter marketing strategies (Bashford 2007). With growing pressure to deliver more value for less money (Lapointe 2012), businesses must battle to increase their share of consumer spending over the festive period (Baker 2012). The offering of seasonal discounts and sales promotions is one way in which many businesses seek to attract and improve business during this time (Rice University 2012). According to Bashford (2007), the biggest area of influence, in marketing today, is that of online marketing. With businesses now actively engaging with consumers on social media networks, discounts and promotions can be offered in real time, attracting the attention of thousands of consumers at once. For hotels and restaurants, the winter months undoubtedly have an impact on their ability to succeed. Throughout this time, consumers are often less likely to venture out for a meal or overnight stay - especially if it involves dealing with snow and negative temperatures (Higuera 2012). Despite this, Abrams (2011) believes that offering winter sales promotions can encourage consumers to get out of the house and spread goodwill. Those restaurants offering home delivery services can very often experience steady business all year round, meeting consumer demand, by delivering products...
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...EXECUTIVE SUMMARY Founded in 1993 and headquartered in New York City, Take-Two Interactive Software, Inc. are a global publisher, developer and distributor of interactive entertainment. Take-Two also distributes software, hardware and accessories in North America through its Jack of All Games subsidiary. The company has approximately 2,100 employees working in 15 countries, and Take-Two’s common stock is publicly traded on NASDAQ under the symbol TTWO. The company markets its interactive entertainment for customers here in the United States and internationally. They offer their products under the labels, including Rock star Games; and 2K, which publishes its titles under 2K Games, 2K Sports, and 2K Play. It also develops and publishes action and adventure products under the Grand Theft Auto brand, as well as other franchises. Take Two’s products are designed for console gaming systems, such as PlayStation 3 and PlayStation 2, Xbox 360, and Wii which is a handheld gaming systems that consist of DS, 3DS, and PlayStation Portable and personal computers including smart phones and tablets. The delivery of its products is done through physical retail, digital download, online platforms, and cloud streaming services. The company sells its software titles to retail outlets in North America, Europe, and Asia through direct relationships with retail customers and third-party distributors. ...
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...conversation online which also called as interactive dialogue whether it is through social networks, blogs, forums, or media sharing websites with anyone and on any subject, allowing them to share their experiences and valuable information (Celina, 2012).Social media has provided us with a world with no boundaries and has allowed small companies to dream to reach global market (Lin, 2012). As of now, there is no single renowned definition of social media. However, of the many definitions that exist, According to the (Peter & Mike, 2011), social media is the set of web-based broadcast...
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...library to search something. Now, with just one click or tap, we can now access or learn different things in the internet. One of the leading social networking site is the Facebook. There are 1.59 billion users are active all over the world and still counting. Facebook has affected the social life and activity of people in various ways. Facebook allows people using computers or mobile phones to continuously stay in touch with friends, relatives and other acquaintances wherever they are in the world, as long as there is access to the internet. Before, we can only see advertisement through television, posters, and newspapers, but now that Facebook has launched a new portal for marketers, it is easy for them to promote their products. BACKGROUND OF THE STUDY Facebook is a social networking service launched in February 4, 2004. It was founded by Mark Zuckerberg with his college roommates and fellow Harvard University student Eduardo Saverin. The website’s membership was initially limited by the founders to Harvard students, but was expanded to other colleges in Boston area, the Ivy League, and gradually most universities in Canada and the United States corporations, and by September 2006, to everyone of age 13 and older with a valid email address. Facebook has two names before it was called “Facebook”; Facemash and Thefacebook.com. Facemash, was opened on October 28, 2003. Initially, the website was invented by Mark Zuckerberg, Andrew McCollum, Chris Hughes andDustin Moskovitz...
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...Social Media & Music PR A public relations approach to the music industry: raising brand awareness through two-way communication and transparency Social Media & Music PR A public relations approach to the music industry: raising brand awareness through two-way communication and transparency Elyse C. Tan Western Washington University, Bellingham, WA Abstract This textual analysis of social media and its role in music public relations investigates North America’s largest outdoor music festival, Bonnaroo, and explores online coverage of the festival’s public relations tactics. I uncover some of the elements employed in its Internet-based social media and online journalism that facilitate interaction between the publics and Bonnaroo to help increase brand awareness and cope with crisis. A key question I aim to address is whether social media, Twitter and Facebook in particular, can give greater utility to influence the processes that create, reflect and transmit awareness via the Internet. Key Words: social media, Facebook, Twitter, MySpace, crowdsourcing, blog, interactive journalism, participatory journalism Introduction The progressive migration of information to the Internet has created a trend of public relations practitioners using social media to further promote brand awareness of their clients. It has made it possible for one person to communicate with hundreds or even thousands of other people about products and the companies that provide them (Faulds &...
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...this paper was prepared by me specifically for this course. ____________ 03/02/20xx Signature Date Today, Facebook, Linkedin, Twitter, MySpace are well-known social networking brand names that many of us have grown accustomed to making part of our daily routine, whether it be for staying in touch with friends, networking, or micro-blogging. Social networking tools have the potential to revolutionize e-commerce as we know it today through “social commerce” platforms. A 2011 study by Booz & Co estimates that social commerce is currently a $5 billion market with the potential to grow to $30 billion in five years (Booz & Co., 2011). Social commerce's transformational power lies in its personalization of the internet experience, connectivity with an individual’s network, and the dynamic customer data collection that can drive current and future marketing and sales efforts. In this paper, the author will introduce the social commerce concept, examine the social commerce market, explore the effect of social commerce on consumer behavior, discuss social commerce pricing strategies and valuation of social commerce networks, evaluate the industry concentration and look at the future of the social commerce. What is Social Commerce? Even though today we equate social networking with Facebook and Twitter, social networking itself is not a brand new concept. “Early forms...
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...strategy which based on “virtually” “visually”, and “virally” marketing successfully leveraging the new capabilities of web 2.0 and social media networks. Reaching high number of target customers, richness of the customer interactions, and the significant cost savings relative to traditional campaign using mass media shows the success of the launch. More importantly, the campaign had proven to be a turning point for the way Cisco took products to the market: “virtually” “visually”, and “virally”. 2. How does Cisco measure the success of launch campaign? Cisco measures the success of launch campaign using cost savings (which was less than one-six of CRS-1 launch expense), saved carbon emissions (equal to 188 ton of coal or 42000 gallons of fuel), number of audience for online live event (9000 person from 128 countries) and number of target customer has reached using all social media, blogs and games. 3. What lessons did CİSCO learn from the ASR 1000 launch campaign? The lessons that Cisco had learned from this launch campaign are; * Fish where the fish are * It is OK to show your human side of Cisco * Avoid hidden costs * Test, test and test again * Emphasize user-generated content * Not everything will work 4. How did the ASR 1000 launch change the way Cisco thinks about marketing communications? Before the launch, Cisco tend to use all social media platforms for marketing but they learned it is more important to reach platforms where...
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...Digital Marketing As discussed in your chosen case study, outline the main strengths and limitations of the case’s digital marketing strategy. In the Unilever case study, the company decided to distribute samples of a new cereal bar, the Marmite, to drive awareness of the new product by increasing connections to the brand’s Facebook page by a Facebook sampling ads campaign. The activity on Facebook was part of an integrated campaign that included print media to raise awareness as well as additional sampling initiatives through digital transvision screens and escalator panels. The ad’s headline was “Free Marmite Cereal Bar”. Strengths One of the reasons why the campaign was so successful was the user-friendly set-up: Once users clicked on the call-to-action button in the ad, they were given the unique opportunity to fill out their shipping address within the ad, providing them with a quick and easy way to request a sample without leaving their newsfeed. It is less time consuming as one does not have to go to the store to buy the sample but just order it through Facebook. This also makes it convenient for the customer and therefore the probability of satisfaction towards the brand increases. Another success factor was Unilever’s use of Facebook Targeting to target its ads to mums and adults 16 to 44 years old. Targeting on Facebook allows the most likely customers to be reached based on information they list in their profiles. Unilever delivered 33,000 samples...
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