...but build solid relationships with the customers in our communities. that was powerful.” Linabury and the leadership team even integrate social media into their strategic planning, both for their agency and their clients. While many agencies rely heavily on traditional consumer research, Campbell Ewald sees social media as one of the most powerful ways to tap insights among community and consumers. Listening with Radian6 Listening and monitoring with Radian6 plays a significant role in their efforts, too. For their own company, Linabury’s team monitors industry chatter across the blogosphere, and uses what they hear to help drive new strategies for them and for their clients. For example, while they learned that paid search wasn’t generating the results they wanted, they discovered that social tools like Flickr, podcasts, and LinkedIn were really providing traction for their efforts online, so they were able to redirect their efforts where they’d have the most impact. www.radian6.com | 1-888-6RADIAN (1-888-672-3426) | community@radian6.com Copyright © 2010 - Radian6 Case Study | Campbell Ewald...
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...Running head: MARKETING RESEARCH PAPER Marketing Research Paper Name University Marketing Research Paper – Kudler Fine Foods Gathering reliable information is a crucial activity before the deployment of a rewarding marketing plan. Kudler Fine Foods is a specialty grocery store located in the San Diego Metropolitan area that focuses on high-end food products. The company hopes to expand its scope of operations and boost the loyalty of its customer base. In order to achieve these goals, the company will conduct marketing research to identify opportunities and threats that exist in the external environment (Staff 2012). Marketing research can be defined as the process of collecting custom data and competitive intelligence that will enable managers to make value-adding decisions. The following paper will analyze the importance of marketing research as it relates to the business plan of Kudler Fine Foods. Areas that Require Additional Marketing Research Kudler Fine Foods has enjoyed a high rate of success in the regional grocery store industry, but there are areas of weakness in the business model that must be explored. Currently, the company is only taking advantage of newspaper advertisements in the local area to run sales. The importance of newspaper as a marketing medium is rapidly diminishing for many businesses. Younger generations of consumers do use printed newspapers to obtain information in their daily lives – rather they opt to use social media, mobile technology...
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...WEB ANALYTICS DEMYSTIFIED 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...
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...organisation measure the saving of ‘time’ as a ROI? Well ths can be done easily, by employees having to spend less time on projects new work can be sourced/attended too and completed which will indeed lead to greater profit margins. Cisco Founded 1984, Cisco Systems, Inc. which is an American multinational corporation who’s headquartered are located in San Jose, California. The company designs, manufactures, and also sells networking equipment. The organisation has been engaged in social media, and often runs campaigns along with its ongoing engagement strategy. Return of Investment: Cisco achieved a return of achievement by standardizing its social listening on Salesforce Radian6. This is a leading social listening industry application within the Salesforce Marketing Cloud. Using Salesforce Radian6, Cisco increased productivity and profits with a consistent and scalable way to: • Manage • Understand • Act on social conversations, achieving a 281% ROI in less than one year. Return of Investment Sum: The companies reduction in marketing costs, increased profits and gained a complete view of customers to identify leads, solve service issues, and improve overall engagement with its customers, according to a new ROI case study report published by Nucleus Research. Some of Cisco social media ROI stats: Today, Cisco’s social management team manage the companies more than 70 Facebook pages and 100 Twitter accounts. From 2010 they have had 79 Facebook groups with 100...
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...Part 1: Defining Marketing and the Marketing Process (Chapters 1–2) Part 2: Understanding the Marketplace and Consumers (Chapters 3–6) Part 3: Designing a Customer-Driven Strategy and Mix (Chapters 7–17) Part 4: Extending Marketing (Chapters 18–20) 4 Marketing Information to Gain Managing Customer Insights Chapter Preview In this chapter, we continue our exploration of how marketers gain insights into consumers and the marketplace. We look at how companies develop and manage information about important marketplace elements: customers, competitors, products, and marketing programs. To succeed in today’s marketplace, companies must know how to turn mountains of marketing information into fresh customer insights that will help them deliver greater value to customers. Let’s start with a good story about marketing research and customer insights in action at P&G, one of the world’s largest and most re- spected marketing companies. P&G makes and markets a who’s who list of consumer megabrands, including the likes of Tide, Crest, Bounty, Charmin, Puffs, Pampers, Pringles, Gillette, Dawn, Ivory, Febreze, Swiffer, Olay, Cover Girl, Pantene, Scope, NyQuil, Duracell, and dozens more. The company’s stated purpose is to provide products that “improve the lives of the world’s consumers.” P&G’s brands really do create value for consumers by solving their problems. But to build meaningful relationships with customers, you first have to understand them and how...
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...Microsoft marshals marketing, service, social for Dynamics CRM Pricing details for the new modules will be announced at the Convergence conference next month By Chris Kanaracus IDG News Service - Microsoft is about to make a fresh run at its CRM (customer relationship management) rival Salesforce.com with new capabilities for marketing automation, customer support and social media monitoring. The three components, which came about in part through Microsoft's acquisitions of Parature, MarketingPilot and NetBreeze, map in a competitive sense to Salesforce.com's Service Cloud, ExactTarget and Radian6 software products. MarketingPilot has received a "complete overhaul" to make it look and feel similar to Microsoft's core CRM application, said Bill Patterson, senior director of Dynamics CRM and Parature. Initially, Microsoft had only provided a connector to MarketingPilot. It has also moved the product, now called Dynamics Marketing, to its Azure cloud service. While on-premises MarketingPilot customers will continue to be supported on their current implementations, Microsoft will push all new innovations into Dynamics Marketing, which is only available as a cloud service, Patterson said. Microsoft plans to make these on-premises customers migration offers, although details weren't available. Dynamics Marketing will feature a new drag-and-drop style visual campaign designer, which allows marketers to put together ad purchases and content placements across multiple channels,...
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...JOB DESCRIPTION JOB TITLE: CHIEF CONTENT OFFICER Reports To Chief Executive Officer/Chief Operating Officer (smaller enterprise) or Chief Marketing Officer/VP of Marketing (larger enterprise) Position Summary The Chief Content Officer (CCO) oversees all marketing content initiatives, both internal and external, across multiple platforms and formats to drive sales, engagement, retention, leads and positive customer behavior. This individual is an expert in all things related to content and channel optimization, brand consistency, segmentation and localization, analytics and meaningful measurement. The position collaborates with the departments of public relations, communications, marketing, customer service, IT and human resources to help define both the brand story and the story as interpreted by the customer. Responsibilities Ultimately, the job of the CCO is to think like a publisher/journalist, leading the development of content initiatives in all forms to drive new and current business. This includes: • Ensuring all content is on-brand, consistent in terms of style, quality and tone of voice, and optimized for search and user experience for all channels of content including online, social media, email, point of purchase, mobile, video, print and in-person. This is to be done for each buyer persona within the enterprise. • Mapping out a content strategy that supports and extends marketing initiatives, both short- and long-term, determining which methods work for...
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...| Salesforce[Document subtitle] | | 5/31/15 | Customer Relationship Management | | | Salesforce[Document subtitle] | | 5/31/15 | Customer Relationship Management | | CRM ASSIGNMENT #1 Salesforce Business Model: Salesforce.com used the Software as a Service (SaaS) Model to provide services to its customers. What SaaS model does is it gives the customers the option to save upfront costs without the need of installing hi-tech servers in their premises, instead all their data is stored in the external cloud space managed by the service provider. Salesforce provides its customers with a variety of cloud based applications that can be used by them and customized by them as per their requirement. Salesforce has made it easy for the companies to adapt to their software as a single version of software which is enough to accommodate their business operations requirement. Also the companies can subscribe to the services that they want and not the whole software in itself. This helps to keep the cost in control. To understand how salesforce does it we can have a look at the short video. Some of the various services offered by Salesforce are: 1) Service Cloud: Due to this the customers of the client can get support where ever required. 2) Desk.com: This tool can be used by business to offer personalized services and solution. Enables to easily survey customers from within Desk.com to measure customer satisfaction (CSAT) and adjust your products...
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...Market Data / Supplier Selection / Event Presentations / Best Practice / Template Files / Trends & Innovation Online Reputation and Buzz Monitoring Buyer's Guide 2010 Online Reputation and Buzz Monitoring Buyer's Guide 2010 Published April 2010 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsultancy.com Ltd 2010 Econsultancy 4th Floor, The Corner 91-93 Farringdon Road London EC1M 3LN United Kingdom Econsultancy New York 41 East 11th St., 11th Floor New York, NY 10003 United States Telephone: +1 212 699 3626 http://econsultancy.com help@econsultancy.com Telephone: +44 (0) 20 7269 1450 Contents 1. Introduction ..................................................................... 1 1.1. About Econsultancy ..................................................................... 1 2. Executive Summary ......................................................... 2 3. Market trends .................................................................. 4 3.1. 3.2. 3.3. 3.4. 3.5. 3.6. 3.7. Market set for strong growth as rise of social media increases importance of online reputation ................................. 4 Buzz monitoring becomes a hygiene factor for businesses seeking to manage risk .........................
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...MGMT 20027 Internet and Electronic Marketing Assessment Item1 Written Assessment Web Case Study: Facebook and small business Executive Summary As social media has grown, the amount of virtual communities (VC) and consumer-generated contents have increased and established its power. This provided marketers so many opportunities and advantages to convey their marketing survey or to plan and implement marketing strategies. However, due to enormous amount of data and various possibilities to use this marketing tool, it has become great mystery for some businesses how they can use it wisely. Issues can be seen when some marketers cannot make appropriate decisions related to its purpose of marketing campaign or core values of the businesses. Hence, This report examines how companies use this one of the most powerful social media, Facebook with a case study of an apparel company, Lorna Jane. This company has succussed operating their Facebook page since they commit to make efforts to engage with their customers rather than push to sell their products too much. This paper reveals their effective strategies such as: • To appeal their cultural side or their company messages to invite consumers’ agreement and enhance its community. • To respond to customers action on Facebook on real time when needed so that they will not miss the opportunity to increase customers interactions. • To encourage consumers to be actively involved in their...
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...Financial Statement Analysis of salesforce.com, inc. Prepared by Michael J. Bennett For DeVry University’s ACCT305 Intermediate Accounting II Table of Contents: Introduction ................................................................................... 3 Report- Property and Equipment ................................................... 4 Report- Intangible Assets and Goodwill ......................................... 5 Report- Depreciation ..................................................................... 6 Report- Impairment ....................................................................... 7 Report- Current Liabilities .............................................................. 7 Report- Long-Term Liabilities ........................................................ 8 Report- Bonds Payable ................................................................. 8 Report- Capital Leases.................................................................. 9 Conclusion .................................................................................... 9 Works Cited ................................................................................. 10 2|Page Introduction In their 2012 fiscal year Salesforce.com added its third consecutive title as the king of Enterprise Suite CRM. In addition to this, it took home the title of the top CRM provider for Midmarket Suite, Small Business Suite, and Sales Force Automation, clearing out the awards list and defeating...
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...Social Media in Business: Recent and Future Trends Social Media in Business: Recent and Future Trends Taylor M. Smith Eastern New Mexico University Social Media in Business: Recent and Future Trends In today’s world, technology surrounds us. Our society is constantly evolving, and is ruled by technology. One of these technologies is social networking through social media. Social networking is becoming a part of everyday life for many people around the world. Social media sites such as Facebook, Twitter, and Linkdin are completely free and allow users to interact with other people across the globe in a matter of seconds. Although these sites may have been originally intended for personal use, individuals are not the only ones using social media sites to communicate with one another. Business, small and large, are also implementing social networking strategies and professional networking to access more potential customers. Social media allows businesses to reach out to their customers – for free. This interaction with customers via the Internet is known as social customer relationship management. Effective social CRM and social media use can be an indispensible marketing tool to a firm by helping to build customer relationships and loyalty, engage customers in conversations, and offer promos and discounts. These are just a few of the many benefits that social networking has to offer businesses and companies. To understand how social media can be beneficial for a...
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...Mary West The Smart Guide to Successful Social Selling Tweets Chief Marketing O cer at Omni Corp Lives in San Francisco, California From Mooroolbark, Victoria, Australia Knows English, Swedish, Dutch and 12 others Mary Wes Chief Marke Current Previous Education San Francisco, C Mary West @marywest CMO of Omni Corp, concert junkie, and grilled cheese enthusiast San Francisco, CA Send a me 6,384 341 Following Followers 32,481 Follow SELL. SERVICE. MARKET. SUCCEED. The information provided in this e-book is strictly for the convenience of our customers and is for general informational purposes only. Publication by salesforce. com does not constitute an endorsement. Salesforce.com does not warrant the accuracy or completeness of any information, text, graphics, links or other items contained within this e-book. Salesforce.com does not guarantee you will achieve any specific results if you follow any advice in the e-book. It may be advisable for you to consult with a professional such as a lawyer, accountant, architect, business advisor or professional engineer to get specific advice that applies to your specific situation. © 2014 Salesforce.com. All rights reserved. 79% of salespeople who use social media as a selling tool outperform those who don’t. -Social Media and Sales Quota Survey If you had been told 10 years ago that your customers would write down all their wants, needs, opinions, and thoughts and then publish them...
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...Introduction Dell computers are the best example of carrying out direct sales business in today’s business world. The direct sales business of the firm has been made by possible by using internet and digital media. However there are many issues and concerns of the corporation which has been elaborated in detail in this report analysed from the provided case study. Some of these issues are related to analysing Dell digital strategy and finding out the methods to enhance this strategy so that organization can increase its performance. The kind of challenges and opportunities available in order to implement the digital strategy has been explained briefly in this report. This report elaborates in detail how the firm is using internet and digital technology to interact with its stake holders. The second last part of the report explains change in methods of communication in organization by digital technology. The last part of the report provides details and evaluation on the digital strategy success of the firm. Company Background Dell Computer was founded by Michael Dell in 1984, while he was a student at the University of Texas, Austin. Dell began by selling upgrades of IBM-compatible PCs and in 1985 began to sell its own brand of PCs. From the beginning, Dell operated on the direct sales model, taking orders over the phone and building PCs to the customers’ specifications. Dell entered the retail PC channel for several years in the early 1990s, but a downturn in business in 1993...
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...Ford raps the competition with a surprising customer experience by Kevin Stirtz on September 2, 2009 A powerful way to increase customer loyalty is to give your customers a positive and memorable experience. Some days it’s easy. Just be nice, attentive, listen well and be helpful. But other times you might break out of your comfort zone and give your customers something they’ve never seen before. This Ford dealer clearly went beyond the usual and expected when they decided to treat their customers to the “A-B-C’s of the Ford Focus”. It’s not something every business would do. And it might even annoy some customers. But you have to give them credit for trying. What could you and your team do to offer a better, more memorable experience? I’m not suggesting you sing to your customers but there are ways to make their experience better. If you’re unsure, observe what other companies do – both in and out of your industry. And ask your customers what they think would create a better experience. Then have regular creativity and brainstorming sessions to develop fresh new ideas. Make this a regular thing so you’re constantly evaluating the experience you deliver your customers. Then watch your customer loyalty go through the roof! Ross Shafer shares the ultimate customer experience story by Kevin Stirtz on June 17, 2012 · 2 comments In this video, Ross Shafer talks about an amazing customer experience he had at a well known hotel brand. The story is both funny and inspiring...
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