Assignment: MGM301 Case 2 – Carmex
1) a) Advantage: Able to provide results that are of good statistical significance. Disadvantages: * Targets a huge market of Internet households which might include people who might not know about Carmex at all. * Takes a long time and it is harder to get people to answer the survey * Difficult to establish a good customer relationship with the Carmex consumers
b) Advantages: * Enable Carmex to enhance the connections with the Carmex Facebook audience by creating a good business-to-customer relationship. * Obtain quick response and reliable results within minutes from consumers that are already interested in Carmex. * Little to no cost needed to do a survey on Facebook because it is a well-known social networking site used by millions of people. * Targets the specific market that already knows of Carmex
Disadvantage: Data gathered is not very statistically valid and may face competition from other competitors on Facebook
2) a) On a Facebook brand page, “engagement” measures how active its Facebook audience is with a specific brand through activities like posting a comment, liking a status or by replying to one of the posts on brand page. In contrast, “likes” measures the number of new “likers” and it other words, the size of the brand’s Facebook audience.
b) For Carmex, the “engagement” is more likely to be more important because “likes” can be obtain easily through contests and promotions but these people may not actually be fans of the Carmex product. Carmex are looking for people who actually like Carmex and are willing to engage and that will help them conduct their research efficiently.
3) a) “Engagement” : * Connecting to the Facebook audience by posting quality content daily that might attract consumers and gives them an opportunity to engage * Make sure the opinions of brand’s Facebook audience are always heard as it helps improve the brand to cater to the consumer’s needs
b) “Likes”: * Contests that gives away good prizes as reward. * Promotions like discounts and coupons that offer a better deal than what’s already in the market.
4) a) Advantages of using a fixed-alternative poll question on Facebook: • Requires a short amount of time to answer the questions. • Able to maintain anonymity on questions after answering. • Drive more people to vote as it all it requires is just a few clicks.
b) It is better to use an open-ended question when a brand is trying to understand more on the reasons behind the choices that the audience makes. It is only wise to use open-ended question only if the brand wants to hear out their consumer’s opinion as an open-ended questions are not forced and consumers can answer in their own words.
5) a) I would choose the poll only strategy because that strategy is able to obtain the highest level of engagement from the Facebook audience. The poll only strategy is also capable of giving quick results and can be directionally very helpful in deciding which flavors to put into testing.
b) With a sizable budget and two months to make the decision, I will choose the contest only strategy. By organizing a contest, consumers will be attracted to “like” Carmex on Facebook when they are given the opportunity to win prizes and the winners can be asked to review the limited edition flavors to see if there is a consensus on which flavors should move on to quantitative testing.
6) a) “Likes”: Carmex can measure the “likes” through the amount of followers they have on Twitter. The number of followers that Carmex have will reflect on the size of the brand’s Twitter audience.
b) “Engagement”: Carmex can measure the “engagement” through the mentions and hashtags that are associated with the brand name on Twitter. People on Twitter can reply to Carmex tweets by mentioning them in their own tweets and that will show the how engaged the Twitter audience are to Carmex. 