BMGT 311: Assignment #3 (Saturday)

9-5-2013 1-03-39 PM

 

Assignment #3 is pretty simple – give an example of how a company is using Social Media as a marketing research tool.  Specific company examples are recommended.

The best example I can give is the example of Walmart tracking twitter traffic to determine cake pops were a popular trend.  The article can be viewed here.

In the example – Walmart watched twitter traffic and determined that cake pops were a huge trend, and decided to increase their cake pop making merchandise, therefore increasing sales and profits.  This is something they would have missed if they were not monitoring social media.

What other companies are actively doing this?  What are they tracking?  How is it helping their business?

Chris Lovett

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16 thoughts on “BMGT 311: Assignment #3 (Saturday)”

  1. Carolyn Jones
    Marketing Research
    Professor Lovett

    Social Media as a Marketing Research Tool
    Ford Motor Company is one of the top companies that uses new marketing techniques worldwide in social media. Ford Motor maintain several social media accounts, Facebook and Twitter. They are very active on Facebook of having 4 million fans and growing. According to Scott Monty, who is head of Facebook and Twitter, have helped them amplify their message and gain trust through human to human interaction. Ford Motor Company are promoting three electrical vehicles in which they are relying on social media to communicate its new brand for 2014.

    The tools Ford uses are:

    * Insight Composer NetBase is a tool that shows a positive to negative report based on consumers likes and dislikes or “initially worned” to “awesome” month.
    * Ford uses customized search engines tools to quickly find and respond to customers comments and concerns, including new products arrival , warranties and repairs.
    * Ford has a Get Social site where you select “grab your badge” another tool to interact and create badges for Ford owners and non-owners. The badge ranges from “Ford Built Tough” their oath for every truck to “Warrior in Pink” to help fight breast cancer.
    * For Twitter accounts they use Mention to build a platform by doing one thing better than anyone else.
    Ford uses #hashtags for brand monitoring of keywords.
    * Real- time leads search for human to human real-time conversation taking place on Twitter and Facebook.

    The Ford Motor company is certainly leading the way in social media by tracking all disclose personal information collected through published stories, comments and responding to request. The information they used stored in their database helps the company to better match personal data collected about the consumer.

    I think Ford Motor Company strategy to capitalize on social media is brilliant, as they engages in human to human interactions. Their presence on social media has increase their revenues,(Investment on Return) and individuals sharing new ideas by using Twitter and Facebook as a vehicle for information exchange on ford.social.com.

    http:/www.hqsocial/media.com/5-large-companies-that-consider-social-media-a-must/

  2. Birds Eye is using social media to drive ecommerce sales in the UK by providing an option to “slingshot” products into a shopping cart at your favorite supermarket’s website. (See http://m.marketingweek.co.uk/news/birds-eye-uses-social-media-to-fuel-ecommerce-sales/4007839.article)

    While I think this is a great idea overall, I find it odd that a simple food company would leverage it. Maybe the Brits are a bit different, but even though I occasionally tweet about my love of Brussels sprouts, I’d never feel compelled to purchase them electronically, regardless of the marketing campaign.

    However, the potential for grocery delivery services (e.g., Peapod) to team with these companies is interesting and could lead to some very profitable partnerships.

  3. This past July 4, Jay-Z did something that has never been done before in music history. He released an album called Magna Carta Holy Grail for free used by a Android application. To explain more, at 12:01 AM July,4 only Samsung Galaxy phone users were able to download the Magna Carta application. Now, when you would download the application, before you could unlock the album songs, you had to share on Facebook or Twitter that you had downloaded the application. The post you shared on Facebook or Twitter would have the Android link available for you to also go and download the album. That was a way to promote through social media as well as keep track of how many people are downloading the application.

    Check out: http://news.cnet.com/8301-1035_3-57592292-94/jay-z-magna-carta-holy-grail-lands-today-for-samsung-galaxy-owners/

    Check out: http://www.vibe.com/article/jay-z-dropping-magna-carta-holy-grail-album-july-4-app

  4. This past July 4, Jay-Z did something that has never been done before in music history. He released an album called Magna Carta Holy Grail for free used by a Android application. To explain more, at 12:01 AM July,4 only Samsung Galaxy phone users were able to download the Magna Carta application. Now, when you would download the application, before you could unlock the album songs, you had to share on Facebook or Twitter that you had downloaded the application. The post you shared on Facebook or Twitter would have the Android link available for you to also go and download the album. That was a way to promote through social media as well as keep track of how many people are downloading the application.

    Check out: http://news.cnet.com/8301-1035_3-57592292-94/jay-z-magna-carta-holy-grail-lands-today-for-samsung-galaxy-owners/

    Check out: http://www.vibe.com/article/jay-z-dropping-magna-carta-holy-grail-album-july-4-app

  5. This past July 4, Jay-Z did something that has never been done before in music history. He released an album called Magna Carta Holy Grail for free used by a Android application. To explain more, at 12:01 AM July,4 only Samsung Galaxy phone users were able to download the Magna Carta application. Now, when you would download the application, before you could unlock the album songs, you had to share on Facebook or Twitter that you had downloaded the application. The post you shared on Facebook or Twitter would have the Android link available for you to also go and download the album. That was a way to promote through social media as well as keep track of how many people are downloading the application.

    Check out: http://news.cnet.com/8301-1035_3-57592292-94/jay-z-magna-carta-holy-grail-lands-today-for-samsung-galaxy-owners/

    Check out: http://www.vibe.com/article/jay-z-dropping-magna-carta-holy-grail-album-july-4-app

  6. The first article I found actually focuses on 4 major companies that are using social media to strengthen their company; Dell, Domino’s, Best Buy and American Airlines.

    The article is from Business Insider and they created a new report from BI Intelligence, their paid research service, to see how companies are using social media and how they are re-establishing themselves after a PR disaster and are focusing on the customer.

    http://www.businessinsider.com/social-media-for-brand-customer-service-2013-8

    I have mentioned this before in prior classes, I think Domino’s should win the prize for not giving up on their company and reinventing themselves by listening to their customers to better their product. And a lot of that was done using social media. I found this article that is an interview with the CEO of Domino’s and after the question, “How do you listen to your customer’s?” This is what Patrick Doyle said,

    “We use everything from classic consumer insights and marketing research to focus groups and quantitative research. Social media has become a very big part of that process. Consumers trust their friends and family more than they trust big brands.
    Where friends and family are having that conversation today is something you can listen to. What is being said about our brand online is far more important than what we say about our brand. That process of listening and responding with real changes is a big part of how we manage our brand.”

    The whole interview isn’t focused on social media, but it is an interesting read on rebuilding your brand and expanding the growth more than before.

    http://www.prweekus.com/ceo-qa-patrick-doyle-dominos-pizza/article/308518/

    Social media hasn’t been all good for them though, this article focuses on a social media mistake from last month that they tried covering up, but then came out to say that social media is used by humans and humans make mistakes… so true!

    http://digiday.com/brands/dominos-facebook-fail/

  7. I found this article to be very interesting, mainly because it shows how certain events can lead to an extremely successful social media marketing campaign for one company. Just how football players need to be quick on their toes during a big game, so do marketing teams. That’s why Oreo was labeled as the winner of the marketing super bowl during the 2013 super bowl. Anyone who watched this year’s super bowl, saw that shortly after Beyonce’s half time show, the lights went out in the stadium. Luckily for Oreo, a 15 person social media team was on hand and ready to grab the viewer’s attention.

    What Oreo did was very clever. Oreo tweeted an ad that stated “Power Out? No problem” with an image of a single lighted Oreo cookie with a caption that read “You can still dunk in the dark”. Not only where they clever in their messaging, but also in their delivery. This article states that big brand name companies spend close to $4 million to run a spot during the super bowl, however brands responding in real-time on social media is a clever way to reach audiences on smartphones and computers. The ad also states that it was too early to determine if the ad increased sales but it was definitely a great way to bring brand recognition to Oreo.

    http://www.wired.com/underwire/2013/02/oreo-twitter-super-bowl/

  8. I downloaded an eBook from Brandwatch called Uncovering the Gems: Market Research with Social Media Monitoring this week. This eBook is about how the increasing popularity of social media is presenting businesses with an opportunity to access large numbers of people to do valuable research on their target markets. Three main areas that companies are monitoring on social media include: competitors, consumers and industry trends. The article gave the example of how Sony used social media monitoring to follow industry trends relating to the Sony Reader product. Sony monitored industry terms and brand terms via social media and the hot and trendy word that kept appearing was “moms.” Sony took this information and quickly changed its marketing campaigns to focus on moms. Sony’s head start over competitors was significant because Nielsen had reported in late 2010 that the majority of tablet and eReader buyers were young and male. I thought this was a good example of how social media can be for marketing research. If you are interested in reading the eBook I posted a link below.

    http://www.brandwatch.com/wp-content/uploads/brandwatch/Brandwatch-eBook-Market-Research-with-Social-Media-Monitoring.pdf

  9. A search on Google for “Top companies using social media well” returned a link to a PDF “101 companies rocking it on social media” published by HubSpot, a maker of social media marketing software.(http://www.hubspot.com/).

    Number 6 on the list is Jawbone as summarized as “Jawbone’s latest project has been its wearable fitness tracker known as the Up. To keep its fans up-to-date and engaged, Jawbone has been posting images and videos of the Up in action. Companies focused on selling a product should always remember to that that product out in the “wild”.’

    Jawbone (jawbone.com) is an electronics device retailer that produces bluetooth headsets, speakers, and a wristband that records activity levels. They have a presence on all the social media channels as well as LinkedIn (www.linkedin.com/company/jawbone) and made the news today by raising $100 million in capital (http://mashable.com/category/jawbone/).

    Over 100k likes, 23k Tweet followers and 5k In followers, Jawbone is using SocMe very well. Jawbone also has a blog community to answer questions and connect users, including a channel discussing social media integration (http://forums.jawbone.com/t5/SUGGESTIONS/Social-network-app-integration/td-p/47544).

  10. T-Mobile was one of the companies that I was drawn to from the article below. In the past few years T-Mobile has grown popular for using social media to stimulate interest with consumers.

    • The Great Dress Debate was a platform for consumers to cast a digital vote on which dress should represent T-Mobile. This was a great way for T-Mobile to get consumers involved in “making decisions for the company”. The dress debate developed online relationships with consumers, which will ultimately support sales.

    • With the use of social media T-Mobile’s public relations is able to promote events in real time. In 2012 T-Mobile launched an Unlimited Cheer Team Tour in which T-Mobile would announce their locations through Foursquare, Facebook and Twitter. The first customer to check in would win great prizes.

    • T-Mobile is also known for using Facebook and other social media, like LinkedIn, as platforms for seasonal hiring.

  11. In August, as Founders Brewing Co. bottled its just-brewed Breakfast Stout, Sarah Aldrich took the opportunity to stage a spontaneous product shot. The communications manager for the Grand Rapids-based craft brewery grabbed a bottle that had just come off the line and plopped it down in a pile of chocolate used to brew the seasonal label.
    Aldrich snapped a photo and uploaded it to Founders’ Facebook, Instagram and Twitter accounts with a teaser message about the impending onset of “#stoutseason.” The image garnered more than 2,000 “Likes,” hundreds of shares and generated a flurry of back-and-forth commentary in which Founders directly responded to customer inquiries about the product’s expected launch date and regional availability.
    The image is just one of many examples of how the growing company has leveraged social media marketing to generate consumer interest and connect directly with its audience. The company, which has a robust presence on a number of top-ranked social platforms, often looks to audience behavior when brainstorming its own content ideas.
    “People love beer. They love pictures of beer,” Aldrich said.
    “We are looking at what consumers are doing. They’re posting pictures of beer. They tag us on Instagram and post photos of beer on our Facebook wall. We replicate that behavior.”
    http://mibiz.com/item/20909-social-connection-new-tools-help-companies-connect-with-customers-but-determining-roi-remains-elusive

    Michael Kors Precious pieces in rose gold make a grand statement. The Rose Gold seems to be one of Michael Kors popular brands today. The Shop Rings website: http://bit.ly/17HtS68.
    The website have 3,860 (Likes) and 114 (Chats) and 423 (shares). The Founder’s Brewing Co. use pictures of beer to connect with their audience, Michael Kors use a pictures of their Rose Gold rings and purses to promote their products. Michael Kors marketing tools are Facebook, Tweeter, Pinterest, and Share +.

  12. this article talks about how 5 major companies are using social media well to connect with people. this is the new way to advertise and market and just reach out to people and totally interact with them. when talking about Ford I liked the part about “human to human” not the old way which was “corporation to human”. I like this because not that people before social media didn’t want human to human but now we have the technology to reach out to the consumer and they are actually listening and doing.

    http://www.hqsocialmedia.com/5-large-companies-that-consider-social-media-a-must/

  13. this article talks about how 5 major companies are using social media well to connect with people. this is the new way to advertise and market and just reach out to people and totally interact with them. when talking about Ford I liked the part about “human to human” not the old way which was “corporation to human”. I like this because not that people before social media didn’t want human to human but now we have the technology to reach out to the consumer and they are actually listening and doing.

    http://www.hqsocialmedia.com/5-large-companies-that-consider-social-media-a-must/

  14. Speaking from experience, the University of Pittsburgh uses social media is a marketing research tool on a smaller scale. We used a twitter page for the Panther Central department to determine problems students were having with their current living situations, problems with Panther Funds, and of course noting their overall experience when having to deal with Panther Central. Through using this valuable resource, we were able to come up with solutions to the problems students were having as well as learning about their needs and wants through the usage of their Panther Funds. This information allowed us to develop community outreach programs along with various promotions to meet their needs while earning more revenue and boosting our PR with the student community.

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