Successful Marketing Campaign Using Social Media - Free Essay Example

The use of social media has increased exponentially, creating a fertile ground for platforms as a medium for advertising (Treadaway and Smith, 2012). However, advertising on social media can be very different from traditional advertising, due to the nature of the medium and the way on which marketing messages may be received (Chaffey and Smith, 2013). However, while there are differences compared to traditional marketing, there are also some similarities; with the stages of planning. The aim of this paper is to look at the way a social media campaign may be developed successfully, and consider the key challenges in managing the messages. The process of developing a campaign may be broken down in to different stages; Determine the specific goals for the campaign Identification of target market Decision on the marketing message and specific content that will appeal to the target market Framing of the message, and choice of medium Communication of the message Monitoring of the message impact Adapting the message These different stages may be seen as akin to the traditional marketing process, with a requirement to determine the specific campaign, identification of the target market, and then the formation of the marketing message that will appeal to the target market, and stimulate the required responses (Kotler and Keller, 2011). However, the way in which it is undertaken differs, in terms of pace and style. Each of the stages can be considered individually. Goals for the campaign In any marketing plan it is necessary to determine the goals for a marketing campaign as this will frame the way in which messages are created and communicated. For example, a campaign target may be to increase brand awareness; alternatively, the campaign may be to specifically increase sales, it is important to determine this, as it will impact the message that is developed (Kotler and Keller, 2011). Goals can be clearly defined using the SMART acronym, where the goal should be specific, measurable, attainable, relevant, and time bound, or timely. For example, a marketing campaign may be undertaken with the aim of selling a specific number of items within a specific time, or gaining a specific percentage increase in brand awareness in a specific time. Identification of target market Before developing a message, after determining the goal of the campaign, it is important to identify the target market. The primary target market may be defined in terms of the profile of the consumers who are most likely to make a purchase. For example, the target market for the sale of nappies will be parents with children under the age of two, whereas the target market for stair lifts are likely to be primarily those over retirement age, who have mobility issues (Hooley et al., 2007). The target market may be defined in a number of ways; traditionally this will include issues such as demographics, psychographics, life-cycle stage, individual interests and geographical location (Hooley et al., 2007). Social media also provides a significant advantage with the ability to specifically target narrow market segments. For example, utilising Facebook it is not only possible to identify a target market by gender, age, and location, they may also be targeted in terms of their specified i nterests, such as interests in competitors pages, or complimentary pages, they may also be targeted in terms of behaviour, and whether they have made online purchases (Facebook, 2015). Developing the marketing message The message itself will be based on the aims of the marketing campaign, and the type of call for action which may be included. For example, if a promoter is selling tickets to a concert, a link to purchase the tickets may be the call for action (Chaffey and Smith, 2013). However, motivation to take action should also be provided, such as a simple as time limited offer, or a statement of limited availability to stimulate action (Treadaway and Smith, 2012). The challenge in the development of the message is ensuring it is received and understood in an effective manner, and gains a sufficient amount of attention to be effective. In all social mediums, algorithms impact on the way in which posts by different companies are seen; the greater the level of popularity for a single post, usually judged through the use opposed interactions, the greater the level of organic exposure (Chaffey and Smith, 2013). The message needs to appeal to the audience to encourage interaction. Research by de Vries, Gensler Leeflang (2012) found that certain characteristics were highly influential the way in which posts were interpreted by social media users. For example, posts which included vivid, relevant images, such as high-resolution photographs on mediums such as Facebook, Google+ and Pinterest were able to gain a higher level of interest compared to text only comments (de Vries et al., 2012). Additionally, posts which required an interaction, such as questions, or polls, also stimulated high levels of interaction (de Vries et al., 2012). In social mediums, greater levels of consumer interaction with company posts usually have a positive impact on the perception of the brands, influencing the information search and evaluation stage of the consumer purchase decision making model, and impact positivity on purchase intent (Moe and Schweidel, 2012). Framing the Message Determining the content of the message, such as the text and whether images will be used, is only the beginning. Framing the message is particularly important on social media, and can messages gain popularity, and be reposted, or create controversy (Chaffey and Smith, 2013). Framing refers to the way in which something is said; the frames being storylines making message relevant, and the framing effect being the way in which the message may alter an opinion (Chaffey and Smith, 2013). Where issues are framed in a pertinent manner, they are more likely to be heard, especially when linking with other target market interests, for example dominoes is known to offer special deals on Facebook when there are sporting events, Dominoes Pizza suggests deliveries so customers can watch the events on television, without the need to cook or leave the house (Dominoes, 2015). However, mistakes can also be made; Dunkin Donuts provides an important lesson, when in February 2015 they sought to capita lise on their position as being Liverpool FCs official coffee, tea, and bakery provider (McCarthy, 2015). As part of that campaign the company adapted the Liverpool FC crest replacing elements with the Dunkin Donuts logo, generating a high level of controversy. The Liverpool FC crest has two eternal flames each side of the crest, placed in memoriam of the Hillsborough disaster victims (McCarthy, 2015). Dunkin Donuts replaced the flames with two milkshakes, and was perceived by the audience as an insult to the victims that were memorialised (McCarthy, 2015). The marketing team were unaware of the meaning significance of the eternal flames, and later withdraw messages, and issued an apology after suffering high level of negative publicity (McCarthy, 2015). This exemplifies the importance in considering the framing of a message (McCarthy, 2015). Communicating the message The communicating message may be perceived as the easiest stage of the marketing campaign. However, there are still some considerations. For example, the timing of messages may be important; Facebook analytics demonstrate the different types of messages are more likely to be received positively at different times of day, and on different days of the week (Facebook, 2015; Zarrella, 2009). However, it is also important to ensure that the marketing message can be monitored following its release, as companies can appear highly insensitive and aloof when the firm does not respond, especially if they are pertinent to the campaign (Chaffey and Smith, 2013), such as the criticisms faced by Dunkin Donuts in the case cited above. Therefore, the timing of the message needs to be considered to ensure that it can optimise potential, and that it can be monitored in order to ensure there are no issues with the communication, either in terms of the practical element, all the way in which it is bei ng interpreted, including unexpected interpretations. Monitoring and adapting the Message In all marketing campaigns, marketers will wish to monitor the way in which messages are being received. Social media differs significantly from traditional media in terms of the information that can be gained, and the speed of feedback. For example, social platforms are able to provide a high level metrics regarding the number of people that have seen a message, and interacted in some way (Chaffey and Smith, 2013). The metrics facilitate an examination of different campaigns, and an organisation may be able to determine which messages are most effective, and which may need to changed in order to ensure optimal use of marketing budgets (Chaffey and Smith, 2013; Treadaway and Smith, 2012). Key Challenges for Managing Social Media Campaigns While the above stages have examined how social media marketing may be undertaken in an effective manner for a logical process, successful campaigns should be perceived as part of holistic social media marketing strategy. Firstly, marketers may be tempted to post only marketing messages, but research indicates that interactions with social media users are more likely to take place if there is a pure sales atmosphere (Chaffey and Smith, 2013; Treadaway and Smith, 2012). This means specific marketing messages should be interspersed with more generalised socially interactive messages, and marketing managers need to become experts in creating engaging social communications; Facebook recommend a ratio of 8 to 2, with 8 general interactive messages for every two sales messages (Facebook, 2015). Additionally, there are certain characteristics that help enhance effective social media marketing campaigns, which marketers should seek to include and leverage. The first is the value of word -of-mouth, and user created content (Godes and Silva, 2012). Word of mouth marketing can help to spread a message exponentially where it becomes viral. A good example is the US airline West Jet and their 2013 Christmas Miracle You Tube campaign. The short video from the relatively small airline, and relativity small budget compared to mass media costs, reached millions of viewers as a result of going viral on social media (West Jet, 2013). By 2015 it has received more than 41 million views (West Jet, 2013). The success was due to the appeal of the message which was not direct sales, and created a feel good factor. Sharing and word of mouth are important, however, marketing managers may also benefit from generating user created content, such as reviews, photographs, or even videos. Where content is created by the users rather than the company, it inherently perceived as having a higher level of credibility compared to company generated messages (de Vries et al., 2012). This is als o a challenge, to motivate the creation of the positive content. Additionally, they should resist the deletion of negative content; research indicates the deletion of poor reviews etc can undermine credibility of the firm (Godes and Silva, 2012). The challenge for marketing managers is also in the way that successful social media marketing can create and ongoing relationship with the users (Chaffey and Smith, 2013). Smith and Zook (2011) developed a ladder of engagement to explain this, demonstrating that the greater the level of engagement by social media users with company or brand pages, the greater the level of commitment to the brand, and that it was possible through engagement to turn casual interactions into individuals who are engaged customers, who would then become brand ambassadors and zealots, generating user created, providing important competitive information, and creating a high level of brand support. In the long term, it is this type of user that is likely to be most beneficial with the provision of positive brand messages and user created content that are persuasive to the target market, as well as potentially aiding in the development of product brands and services more directly though their contributions. However, zealots are unlikely to be more than 1% of all users (Smith and Zook, 2011). Bringing all of these factors together, undertaking marketing in an effective manner in a coordinated an ongoing manner provides the potential for an effective social media marketing campaign. References Chaffey, D, Smith, P R, (2013), EMarketing Excellence, London, Routledge Dominoes, (2015), retrieved 26 May 2015 from https://www.facebook.com/DominosPizza de Vries, L, Gensler, S, Leeflang, P S H, (2012), Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing, Journal of Interactive Marketing, 26 (2), 83à ¢Ã¢â€š ¬Ã¢â‚¬Å"91 Facebook, (2015), Advertise on Facebook, retrieved 27 May 2015 from https://www.facebook.com/advertising Godes, D, Silva, J. C, (2012), Sequential and temporal dynamics of online opinion, Marketing Science, 31(3), 448à ¢Ã¢â€š ¬Ã¢â‚¬Å"473 Hooley, G J, Saunders, J A, Piercy, N F, (2007), Marketing Strategy and Competition Positioning, London, Prentice Hall Kotler P.; Keller K., (2011), Marketing Management, London, Prentice Hall McCarthy, J, (2015), Dunkin Donuts Sorry for Its Insensitive Liverpool Quest Edit Disrespecting Hillsborough Dead, The Drum, retrieved 27 May 2015 from https://www.the drum.com/news/2015/02/26/dunkin-donuts-sorry-insensitive-liverpool-crest-edit-disrespecting-hillsborough-dead Moe, W M, Schweidel, D A, (2012), Online product opinions: Incidence, evaluation, and evolution, Marketing Science, 31(3), 372à ¢Ã¢â€š ¬Ã¢â‚¬Å"386 Smith P R, Zook, Z, (2011), Marketing Communications Integrating Offline and Online Social Media, London, Kogan Page Treadaway, C, Smith, M, (2012), Facebook Marketing, London, John Wiley Sons Sands Twitter, (2015), Twitter Business Basics, retrieved 27 May 2015 from https://business.twitter.com/basics West Jet, (2013), WestJet Christmas Miracle: real-time giving, You Tube, retrieved 29th May 2015 from https://www.youtube.com/watch?v=zIEIvi2MuEk Zarrella, D, (2009), The Social Media Marketing Book, Farnham, OReilly Publications

Creating and Strengthening Organizational Culture the...

Creating and Strengthening organizational culture: The experience of Digi Malaysia TABLE OF CONTENT Introduction Discussion Power Distance Individualism versus collectivism Masculinity versus feminity Uncertainty Avoidance Conclusion Citation INTRODUCTION Culture is a global phenomenon that derived from social, economic, legal, political and religious norms, values and traditions of the society. Culture shapes the behavior of individuals to act accordingly in different situations faced by the individuals in all spheres of life. An organizational culture is commonly defined as a set of beliefs, values and assumptions that are shared by members of an organization (Schein, 1985). In both personal and organizational level, it†¦show more content†¦3) MASCULINITY- A situation in which the dominant values are success, money and professions as opposed to the situation in which the dominant values are caring for others and the quality of life. 4) UNCERTAINTY AVOIDANCE - The extent to which people feel threatened by ambiguous situations and have created beliefs and institutions that they try to avoid. This study evaluated the organizational culture dimensions of Digi Malaysia based on the Hosftede theory. RESULT amp; DISCUSSION Power Distance Based on Hofstede (1991) survey, he discovered that the two main ethnic groups in Malaysia (Malay and Chinese) are very high power distance. Malaysia ranked top in the list among the 50 countries studied across 3 regions with the power distance score of 104. Back in 2004, Digi Malaysia had practiced high power distance culture which can be interpreted from its organizational structure and working environment. Like most other Asia-based organisations, its former office was a less than inspring space, occupied by warrens of conversation-proof cubicles. Instead of an office awash with natural light, DiGi’s previous office was hidden behind window blinds and flooded with stark fluorescent lights. Senior managers were ensconced behind closed doors which impeded effective communication.Show MoreRelatedCase 29 Panera Bread Company: Rising Fortunes?25159 Words   |  101 PagesMAXIS BERHAD COMPANY PROFILE Maxis Berhad, with its consolidated subsidiaries (together, Maxis ), is the leading mobile communications service provider in Malaysia with over 11.4 million mobile subscribers as of 30 June 2009. Maxis was granted licences to operate a nationwide GSM900 mobile network, a domestic fixed network and an international gateway in 1993. It commenced its mobile operations in August 1995 and launched its fixed line and international gateway operations in early 1996. Since

Analysis Of `` The Mark On The Wall `` By Charlotte...

Perceived Reality Feminism is considered an important aspect of â€Å"The Mark on the Wall† by Virginia Woolf and also â€Å"The Yellow Wallpaper† by Charlotte Perkins Gilman. Both short stories were set in the 1800s during the time where feminism was fought for since women were denied education, could not own their own property, and were expected to care for their husbands and children with complete disregard to themselves. The conventional 19th century norm had a rigid distinction between the â€Å"domestic† functions of the female and the â€Å"active† work of the male; this ensured women remained second class citizens. In â€Å"The Mark on the Wall,† the manly figure reveals the mark on the wall was in reality a snail. The woman doesn’t get up to see if the mark was really a snail, but instead, accepts what her husband says. The man character forces the woman to see reality the way he does, even if she doesn’t want to. 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If a woman did prove to be a strong intellectual person and had a promising future, they were shut out from society. Charlotte Perkins Gilman wrote her stories from experience, but added fictional twists along the way to make her stories interesting.Read MoreA Look Into the Life of Charlotte Perkins Gilman and The Yellow Wall-Paper1428 Words   |  6 PagesThe Yellow Wall-paper is an amazing story that demonstrates how close-minded the world was a little over a hundred years ago. In the late eighteen hundreds, women were seen as personal objects that are not capable of making a mark in the world. If a woman did prove to be a strong intellectual person and had a promising future, they were shut out from society. Charlotte Perkins Gilman wrote her stories from experience, but added fictional twists along the way to make her stories interesting. Read MoreAnalysis Of The Yellow Wallpaper1727 Words   |  7 Pages Analysis of the Short Story The Yellow Wallpaper by Charlotte Perkins Gilman. 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Despite the claims of Gilbert, Gubar, and Showalter that â€Å"The Yellow Wallpaper† is solely feminist propaganda, their analysis is often unnecessarily deep and their claims are often unwarranted, resulting in an inaccurate description of a story that is most importantly about the general mistreatment of psychosis and the descent into insanity regardless of gender. Read MoreSymbolism Of A Street Car Named Desire And The Yellow Wallpaper1487 Words   |  6 Pagesin A Street Car Named Desire and â€Å"The Yellow Wallpaper† What is humanity s true nature? Are people basically good, or basically evil? Over the centuries, many people have tried to find the answers to these questions, to no avail. Author Charlotte Perkins Gilman and Tennessee Williams take a definite stance on the issues throughout their work, arguing that people are basically evil hiding their truths. Many times, this theme is obviously stated in the stories, but sometimes it is woven in more subtly

Hospitality Marketing - 1938 Words

Name: Erika Cabrera Course: HRT 321- Hospitality Marketing Date: October 24th, 2006 Assignment: Since students in Hospitality programs across the country are required to take a Hospitality Marketing course in addition to a Principles of Marketing course, there must be some fundamental or additional information differences between these two courses. One would assume there would be some differences within the established four P s of marketing (product, price, place, promotion). 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The distribution mix concept is a combination of direct and indirect distribution channels utilized by the hospitality industry to make customers aware of, to reserve, and to deliver its service. Direct distribution is when the hotel company assumes total responsibility for promoting, reserving and providing products and services to its customers. 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Music Is A Type Of Medicine - 1946 Words

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There are many focuses and principles in these methods, such as enhancing the body’s capacities and bolstering the body’s immunities for restoring and sustaining health. Traditional Chinese Medicine (TCM) has a great emphasis on natural remedies; staying grounded to earth by exploring the body s interactions with all

Love, Sex and Gender in the World Religions Essay

Love, Sex and Gender in the World Religions Edited by Joseph Runzo and Nancy Martin Introduction Two forces which gathered strength in the last half of the twentieth century now dominate the world religions at the beginning of the twenty-first century. The first is the globalization of religions and their resulting encounter with each other, and the second is the need to redefine attitudes toward gender as women have stepped forward to insist that their full humanity be acknowledged in the religious as well as the social realm. In a process begun in the nineteenth century and accelerated in the twentieth, the great religions of the world became truly global in the geographic distribution of their adherents and so†¦show more content†¦The Anglican Bishop Desmond Tutu was internationally prominent in the struggle against apartheid in South Africa, even as the Hindu Mahatma Gandhi had been at the beginning of the century in South Africa and then in the Indian independence struggle, and so on. World religions became part of the social-political-economic global fabric in a way that now has made it increasingly hard to practice religion in isolation from global concerns, and even intellectually dishonest to do so without some global perspective and without taking other religious traditions into account. The second great force at the turn of the century is itself global: the emergence of women in the public sphere, including the public face of religion. 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Project Management Effectiveness

Question: Discuss about the Project Management Effectiveness. Answer: Introduction: On the load or icy side of the rapid framework is the compressor. As spent air and gasoline leaves the fumes port, it turns the fumes turbine wheel which turns the turbo shaft that's associated with the compressor wheel. The dimensions and pitch of the haggle state of the lodging determine where the blend of wind current and help weight is regularly strong. The lure is to select the compressor estimate that conveys that effectiveness in a usable rev range. A littler compressor wheel will likely be extra powerful curb in the rpm lengthen but will make more warmness at bigger motor rates. It'll likewise restrict the stream at better rpm. Too huge a compressor will convey about support slack and imaginable compressor surge within the cut back rpm go and be the best at greater motor rates. Since the compressor wheel predicts the power required from the turbine, it's foremost to get the sizes right (Hyvari, I. (2006)). Too little a turbine spools speedy but limits at the prime finish. Too big a turbine cannot carry sufficient vigor to the compressor on the low finish. Project start date: End of June 2016 Project end date: 1st February 2017 Total duration = 7 month The employee salaries are as follows- Sr. no. Employee name Salary /month ($) Duration (month) Total salary ($) 1 Michael 7500 7 52500 2 John S 7500 2 15000 3 John M 9167 3 27501 4 Tony W 9167 7 64169 5 Geoff D 8333 7 58331 6 Dave A 7917 7 55419 7 Project manager 10833 7 75831 Total 348751 Sr.no. Name Cost ($) Quantity Total cost ($) 1 Bare cylinder 600 2 1200 2 Cylinder head casting 800 - 800 3 Rotor valve blanks 500 20 10000 4 Engine long block - 2 - 5 Head gaskets 858 2 6 Rotor seals 144 40 7 Gear blank 230 53 8 HT of gears 1880 - 1880 9 Shaft 70 1 70 10 Fasterners 1200 - 1200 11 Housing gaskets 621 - 621 12 Intake manifold casting 240 2 480 13 Exhaust manifold 1208 2 2416 14 Fuel injectors - 10 - 15 Sensors 4200 - 42- 16 Engine management computer 1890 Shielded wiring loom 1444 17 Class one miscellaneous items 3050 - 3050 18 Class two miscellaneous items 1356 - 1356 The carrier is the DTG and they will supply the engine to customer and their cost is- Total cost = Frieght cost + salary Total cost = 48907 + 348751 Total cost = 397658 As markup is 10% therefore the cost after markup- Total cost = 397658 + 0.1*397658 Total cost = 437423.8 Cost to customer = 437423.8$ Cost to DTG = 397658$ Yes there may be other cost due to delay in the project completetion or because of the failure so the testing cost should be included into this in order to avoid any loss to the company. The resources that will be provided from our side are the complete design of the engine with its physical working model along with all the test document and working procedures. A Gantt chart for a process of 8 steps with the critical path analysis can be shown as- Requirement gathering: In this step the requirements of the project are collected and studied carefully. Effort estimation: In this step the effort that will be needed for the project is calculated and estimated. Cost estimation: In this stage the total cost for the project is estimated with all the factors and situations. Purchase order: I this step a detailed document of the cost is sent to the customer with all the details and cost for that project. Documentation: In this step all the information related to the project is documented in oreder to avoid any confusion in future. Design: The project is designed according to the customer requirements in this step. Testing: In this step the project that is made is being test in order to check whether it is working properly or not. Deployment: In this step the project is deployed to the customer. The CPM for the 8 step process can be shown as The CPM = A1 A4 A6 E The CPM = 4 + 8 + 11 + 0 The CPM = 23 The Gantt chart can be formed as To stay targeted, most businesses have to make use of philosophies, for instance, Lean Manufacturing to shrink waste and 6 Sigma to build exceptional, with a targeted end intention to increase fabricating profitability. With the aid of actualizing these initiatives, companies put up items for sale to the public the entire extra quickly, assurance patron loyalty and preserve up their piece of the total enterprise. Bettering fabricating profitability includes gathering and dissecting knowledge and identifying strong alternatives. Guaranteeing the fulfillment of these operational elegance activities probably relies on upon divisions cooperating to share know-how and translate it suitably. Recognize the work method related with assembling your object. This incorporates the general populace, tactics and innovation required for construction and likewise the assets, correspondence and methods required all by means of the organization. Esteem circulate mapping helps trade authorities survey, display and recognize system trade ventures. At that point enterprise supervisors can prepare and plan to actualize new tactics to change known problems. Report your work method forms on paper, or electronically, utilizing graphing programming obtainable from marketers, for instance, Microsoft, Mindjet or smart Draw. By lessening item abandon premiums and doling out with procedures that don't increase the worth of the identifying item, you can increase fabricating profitability. Monitor reports to dissect budgetary and patron loyalty knowledge. Present the equal exhaustive understanding with all anticipate supervisors so they are able to create fabricating system exchange arranges, allocate belongings to conclude the assignments, deal with the fiscal plans and work out whether the events met their pursuits. Build up standards for institutionalizing venture tactics to warranty that all count on supervisors intentionally investigate execution reliably and translate changes fittingly. For example, if client loyalty falls underneath 50 percent for any item, trigger circulation of an overview to consumers to request contribution on any disorders that could be altered by using altering assembling procedures to make them extra gainful (Ponnappa, G. (2014)). Make an adjusted scorecard in view of know-how from a covered vault. Distinguish money related measures for the scorecard, for instance, month to month offers, patron measures, for instance, the wide variety of item bolster calls, procedure measures, for illustration, quantity of items fabricated each month and consultant measures, for instance, staff maintenance. As you execute system trade changes, be mindful of any adjustments in these operational measures to receive that your mediations had been mighty. Reveal knowledge made out of system exchange routine to execute enhancements all via the greater a part of your assembling operations. Dissect bills and benefits. Make an intranet website to distribute stories, adjusted scorecards and trade contextual analyses. Guarantee all workers have entry to the information and compatible getting ready on the most educated procedure to actualize the approaches to increase fabricating efficiency. The constraint triangle with lablled vertices for the project management can be shown as As there will be around 50 organizations or companies for a duration of 3 days at the exibhition and my prior activites before attending the exibhition are as follows First of all I will try to find the information about the companied that to which field the companied are related and the theme for the exibhition. I will prepare myself with the information of the organizations. I will prepare a list of the organizations of my interest. I will prepare my own prsentations for the selected organizations. I will talk to the officials of the selected organizations seeking the information I want to know. I will grab the opportunty to present my ideas in front of the organizations. References Hyvari, I. (2006). Project management effectiveness in project-oriented business organizations.International Journal Of Project Management, 24(3), 216-225. https://dx.doi.org/10.1016/j.ijproman.2005.09.001 Ponnappa, G. (2014). Project Stakeholder Management. Project Management Journal, 45(2), e3-e3. https://dx.doi.org/10.1002/pmj.21400