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Social media Strategy

Social media plays a huge role in the marketing area. If used correctly, strong customer relationships can be build. Unfortunately, many marketers do not know how to use social media correctly or go in without a plan. This is, first of all, a waste of time of course, it can even sometimes lead to PR disasters. To prevent this from happening and to take all benefits from social media, a clear strategy has to be build.

You have to understand your goals. Where do you want to go? What is the purpose? Raise or create awareness? What are your goals? These and many more questions have to be answered in the first step of creating a social media strategy.

Next, you have to create measurable objectives. These objectives have to be S.M.A.R.T., specific, measurable, attainable, relevant and time based. It is important to measure objectives after setting them.

After setting and measuring the objectives, you have to target the right customers and research the competitors. Then you have to build your messages to resonate with your customers. Also choose a channel or channels. It is important to choose the right one for your product. And lastly, you build a content plan that has engaging content. It has to fit your company message and the channel you use.

Evelien Kamilova, 500756001

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Chapter 15 case questions

1. How would you describe the link between social media strategy and the social customer?

A social customer is someone that is active on the company’s page, so someone who likes, shares and comments. In order to attract customers that are social, a good social media strategy needs to be implemented. This can be done by setting objectives, understanding the landscape, analyzing etc.

2. How would you advise the strategists in the Social Media Command Center to respond to a very unhappy fan?

First of all, you have to find out what the real cause is of the fan being unhappy. Then do something that other customers will appreciate to, so if they see how well an unhappy fan is helped and treated, they will see the company more positively. You could offer the fan special offers or discounts.

3. How would you define a keyword in this context?

The keyword was used to find out what was being said about the Super Bowl. It was a tool for monitoring and adjusting what people said about the Super Bowl. To put it together, the keyword was being used to that the event could go buy smoothly and that the people were satisfied. 

Evelien Kamilova, 500756001

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Social media importance in Marketing

With the help of social media, communication has become more effective and easier in today’s world of technology. People have become closer as just with a click they can communicate globally with knowns and unknowns.

Social media is playing a vital role in marketing. It helps in recognition and in reaching your brand globally. Millions of people can connect with your brand by just clicking on follow button of your social media brand page. 

Businesses can promote its products which can lead to more sales. It does not require a great effort to make your business active on social media because creating an account is free of cost. people can share, like or comment on your posts and this can help you to know the needs and demands of your customers. you can respond to the customers’ complaints personally as well as publicly.

Social media is 24/7 accessible to your customers. They can approach you anytime and you can respond them as quickly as possible. With offline marketing, it is difficult for a business as well as for customers to reach to each other.

Also, social media a great for Businesses’ CRM. A business can get access to the customers’ information, their behaviour, their concerns and about their lifestyle.

Raman Kaur, 500750117

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Chapter 19 Chapter Questions

1. Describe a situation where an A/B test would be more suited as a data-gathering method than a multivariate test.

A/B testing is a method that is best used when the two best options have been made clear. So, when something specific is tested, and the two most fitting options are known, then A/B testing is more suited.

2. What is a conversion rate, and why is it so important to marketers?

A conversion rate is the rate of customers that visit a website and how many of them actually buy something from the website. This is very important to marketers because judging from their conversion rate, they can understand how they’re doing. For example, if conversion rate is low, they can decide to change something on their website or do something on the marketing strategy.

3. What can you test on an eCommerce product page?

Change images, position, size etc. Call to Action may influence a customer’s decision to buy. Displaying shipping information may affect the buying process.

Evelien Kamilova 500756001

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Chapter19: Case questions

1. Why can an image make such a difference to someone’s online experience? 

Because of the fact that people process and remember visuals way faster than text. Using images is also a way of entertainment for the eye. If it looks appealing it can become an enticing incentive. 

2. Why was testing important in this case? 

Testing gives you results on which one works better. After testing it will be easier to make a decision to get the best results. 

3. Discuss why the one image led to more conversions than the other. 

The reason why the page with the DMMA logo had a higher conversion rate could be because it looks more professional with the text:' in association with'. The colours of the images fit more with the overall page than the picture of the student in the grass.

Lola Atayese: 500750881

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Chapter 16: Chapter questions

1.    What is meant by ‘mass customisation’, and why is this so beneficial?

Mass communication is the procedure of delivering wide-market goods and services that are modified to satisfy a specific customer needs. Customers are divided into different segments, which are the following: demographic, transactional and behavioural groups. For example, using the name of an individual customer in an email to personalise it and create customer the relationship. To send advertisements that are specified by an individual customer will create loyal customers. That means the purchases will be increased, which is beneficial for the company.

2.    What are the key differences between direct marketing by email and direct marketing by post?

Direct marketing by email is cost effective, highly targeted and mass customisation can be applied to it. Whereby, direct marketing by post is way more expensive by using envelopes, stamps and shipping costs.

3.    Why is it important for permission to be gained before marketing by email to a prospect?

It is important to have permission before sending marketing by email to a prospect because then the company will avoid spam accusations. Also, there has to be a method for the receiver of the email to unsubscribe if they do not want to receive marketing by email anymore.

4.    Emails that are expected and recognised are more likely to be read. How can a marketer use this knowledge to increase the readership of emails?

Email marketing is not easy when people do not know about it and they can ignore it all. The company which is sending these marketing email has to be aware of the fact that they need to be very clear to the people so that they know what to expect and when to expect your emails. This is crucial to gain trust from the people and they will read it and keep the emails out of the spam box.

Michelle Thijn, 500752427

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Chapter 16: Case questions

1. Which elements of Zando’s email marketing constitute best practice? 

The elements that constitute best practice are the call to action ‘Click here to enter’, which is a great element that is an enticing incentive for the reader to give their details, and of those of a friend, for the Zando contact database. The contact database is also well managed and filtered. The design of the email looks attractive for the reader. And the last element, the effective copy.

 2. What role did the database play in this example? Why was it so important? 

The database was important to collect the details and email addresses. With this collected information Zando can manage to reach the right customer segment because with the database they can market their product to the right segment. One of Zando’s objectives was to grow their existing email database with quality leads.

 3. Explain how viral sharing played a role in the success of this campaign. 

Viral sharing helped creating the brand awareness that Zando wanted. Through viral sharing, Zando’s campaign reached a lot more potential customers who were willing to give their details and those of a friend which make the database grow successfully. 

Lola Atayese: 500750881

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Chapter 8: Case Questions

1. What type of CRM solution did Fuji Xerox implement?

Fuji Xerox implemented an integrated CRM system called the Sage CRM solution. By implementing this solution, they created a centralised storage place for information. Fuji Xerox was also in need of a system that integrates well with their already working systems.

2. Which pitfalls and problems did the new CRM system solve?

Fuji Xerox does not have to use Excel spreadsheets and paper systems to record data anymore. These led to inaccuracies like human errors and individual records being kept in different divisions. The sales representatives could only submit discounts or quotes at the office which would take a couple of days but the new system makes a quicker preparation of quotes possible.

3. What other potential improvements could the CRM system make in the long term?

It could improve sales growth and retain customers. Also by using the collected data in the right way.

Evelien Kamilova 500756001

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Apple CRM

The company uses CRM in its department of customer services from sending emails to customers who have used Apple’s in-store services to keep a focus on evaluating the sentiments and feelings of the customers when they are communicating with the staff.

 The company ensures to give an experience to the customer rather than just making a purchase within its department of retail. They focus on teaching the customer to apprehend the qualities and benefits of having an Apple device.

The primary purpose of using CRM by Apple of to collect the customers’ data. They collect data of customers to define the advertising so that the company can directly target its prospects.

How Apple Use CRM?

With CRM, the focus of Apple is to improve the experience of customer service for customers and prospects. “The Apple Genius process is part of the Tech support”. It allows customers to meet face-to-face with the specialists to discuss their problems and find in- depth solutions. 

Source: http://crmsystems.expertmarket.co.uk/

Raman Kaur, 500750117

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Chapter 8: Chapter Questions

1. How do you think CRM changed or evolved as social media rose to popularity?

Social CRM simply adds an extra dimension to the company’s ideas about customers and their relationship with those customers.

So far, the behaviour of customers on social media was an unreachable area, a non-measurable, planned or improvable communication channel. This has changed thanks to social CRM. By adding the essential social media channel to existing CRM systems, companies can combine, investigate, and complement existing data about their customers with new information about their behaviour on social media. In addition, contacting customers who want to contact the company through Facebook or Twitter can be handled as detailed as a phone call or email communication. Companies can respond faster and more accurately and can respond to customer needs.

Now companies have understood from social CRM that communication is not from brand to consumer or between consumer and brand but between brand to consumer, consumer to brand, consumer to consumer.

2. Why do customers respond so positively to personalised communication? 

With personalised communication, customers feel more connected. They feel that the company is listening to their needs and they build an emotional connection with the brand. With personalised communication, customers feel that they can trust the brand and they respond positively to the communication.

3. What ethical problems do you think customers might raise with regards to behavioural tracking?

Customers can raise questions regarding their privacy. CRM is all about tracking customers’ behaviour on the internet/ social media. They use it to understand their customers, meet their objectives and to improve their strategies. However, for customers, it is not more than spying. This can frighten the customers and they can raise issues like spying and obviously they would have privacy concerns.

Raman Kaur, 500750117

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Chapter 18: Chapter questions

Why is it so important to use data to inform business decisions?

It is essential to use data to inform business decisions because data helps to find out clear results about the changes and trends, which helps to understand customers even more. ‘Every single action taken online is recorded, which means there is an incredible wealth of data available to marketers to help them understand when, where, how and even why people react to their marketing campaigns.’ (Stokes, 2008)

What would you learn from a single-page heat map?

First of all, it can show exactly where users click on the web page, even though the click is not on a link. Furthermore, there will be an indication shown, which spots are attractive and which spots were also attractive to click on but was not clickable. This can illustrate what visual indications on the web page influence where your visitors click. In this way, there will be an opportunity to optimise the click path of the visitors. There must be thinking of the little things people do on the web page to improve the web page.

What is the difference between a goal and a KPI?

The goal of a website or campaign in web analytics refers to the kind of behaviour users have or what their action on the web page is. The purpose of a goal is to answer the following question: ‘What do we need users to do in order to achieve objectives?’ Key performance differs from goal because a KPI wants to answer a way different question, which is the following: ‘What data do we need to look at to see of goals are being completed’. This question has to be answered because key performance indicators or KPIs are metrics that are used to indicate if objectives are being met (Stokes, 2008).

Michelle Thijn, 500752427

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Chapter 18: Case Questions

1. What is a conversion funnel?

“Conversion funnel is a phrase used in e-commerce to describe the journey a consumer takes through an Internet advertising or search system, navigating an e-commerce website and finally converting to a sale.” (Gillick, n.d.)

2. Describe what was done here to ensure that more site visitors did what Motoreasy wanted them to do?

Motoreasy’s website had two objectives. They want prospects to purchase a online warranty or to fill in a contact form. The reason behind is this that the sales team could contact them. For that, the customers had to fill in quotation forms. However, the customers were not interested in filling in the form because the language used in forms was very formal and the information was nor consistently communicated.

Motoreasy reworked the whole design to motivate the website visitors. In order to focus the attention of the visitors, the most important information was placed in the top-right position on the page. The terms and conditions were placed at the bottom of the page and the benefits were clearly laid out on the form. When the changes were implemented, the dropout rate fell down sharply from 65% to 29%.

3. How did language play a role in this case study?

The Language used in the quotation forms played a very important role in the case of Motoreasy because before the new changes were implemented, the reason behind the demotivation of the visitors was the formal language used in the forms. The formal language made the visitors less interested and most of the visitors left the forms unfilled half way.

Raman Kaur: 500750117

29 May 2017

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Cookies

A small text file that is placed on your electrical device during the visit to a website is called a cookie. It saves information in order to get recognised by the website at a later visit. Sometimes another website may also save the information and the cookie. 

The website must ask a permission to place a text file on your electrical device. This allows the user to choose whether you want to give access to your data on your electrical device. 

With the help of your internet browser, users can delete the cookies.

Raman Kaur: 500750117

29 May 2017

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Content builds relationships. Relationships are built on trust. Trust drives revenue.

Raman Kaur: 500750117

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Raman Kaur: 500750117

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Chapter 15: Chapter questions

1. What are some of the pitfalls of engaging difficult customers on social media platforms?

When engaging on social media, there are always some difficult customers who have a lot of complaints about your brand. Sometimes their complaints or remarks are based on true information but the biggest pitfall of engaging difficult customers is that their complaints could be based on wrong, invalid and negative facts. This could ruin brand’s image because all the conversations of customers are online on social media. If the brand does not respond with valid and factual information, this can affect the image of a brand in the minds of all the customers.

2. What skills do you think are important for a great community manager to have?

A community manager should have good communication skills, skills of understanding people and should be creative.

A community manager should know how to convince and motivate its target audience to participate in the conversations. He/ she should be creative enough to create interesting content for the audience to keep them engaged. The community manager should be a great listener, speaker and should have empathy and patience to understand the audience’s concerns.

3. Should all brands be active in social media spaces? What brands have less to gain from trying to create an online community?

No, not all brands need to be active on social media spaces. If the target audience of a brand such as brands for elderlies do not use social media, then there is no point to be on social media spaces because it would just waste brand’s time and money. These brands whose audience is not active on social media have less to gain from trying to create an online community.

Raman Kaur: 500750117

15-05-2017