Mktg 6226 class_leadership_presentation_measurements_walmart_by_manuj_gaur
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Analysis of Wal-mart's - "Roommate style match" - The purpose of this presentation is to evaluate the campaign in terms of effectiveness of measurements.
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Mktg 6226 class_leadership_presentation_measurements_walmart_by_manuj_gaur
- 1. MKTG 6226– CLASS LEADERSHIP PRESENTATION WAL-MART 2.0 By Manuj Gaur
- 10. The Brand Passion Index Source: Netbase.com
- 12. Measurement strategy for social media as an ecosystem Source: Customerthink.com
Notes de l'éditeur
- Thus ensuring consumer engagement
- ROI of consumer engagement
- in fact, more than half who have posted--criticize the company's labor practices and corporate reputation. One posting reads: "Wal-Mart is toxic to communities and livelihoods." Another notes: "We don't support this company's use of a space for social networking to further horrendous business practices.“
- How to avoid measurement pitfalls? Awareness is the same metric we've always used in marketing. Ask a random selection of people if they have heard of your product. Ask them if they can attribute any characteristics about your product. If you're doing your job, the answer will be, "Of course I've heard of KFC. It's finger lickin' good!" You grow awareness through reach and social media lets you reach people you might not otherwise. They are the friends of friends who read the tweet re-tweeted by those you couldn't reach on your own. Then you can segment those who have seen different ads, visited your website or participated in your sociosphere and measure the difference - or lift - in their response. Sentiment pertains to how people feel about your brand, your product or even about you. It's great that everybody is blogging about your latest offering, unless they are deriding your efforts, tweeting about your incompetence and posting video satires about you on YouTube. Tracking sentiment across competitors and over time allows you to keep a finger on the pulse of the marketplace and divine what's in their hearts and minds. Response comes in three varieties. Did your foray into the fields of Facebook elicit a social response? Did people Like what they saw? Did they blog about it? Did they re-tweet it from the rafters? Did you get any viral action? Lots of social response? Excellent! A large check box in column A. Column B is for business related response. Did they click through to your website, download the white paper, sign up for the webinar, join the club or subscribe to the newsletter? These are standard metrics used by web teams for more than a decade. Column C gets a check mark in it when you can relate your social media activities to sales. That brings us to the fourth metric: Value. Top line sales, bottom line profits and customer satisfaction are the final arbiters of the success of your social media efforts. Did your blogging, YouTubing, tweeting and crowdsourcing generate sufficient interest to generate cash, save money on customer support or increase good will enough to make the investment worthwhile? Source: http://www.customerthink.com/article/four_metrics_for_social_media_marketing_success?utm_source=twitterfeed&utm_medium=twitter&utm_campaign=Feed%3A+customerthink+%28CustomerThink+-+All+Posts%29&utm_content=Twitter
- If they had positioned themselves as a good discount source for back-to-school supplies, and came up with a creative way to diffuse the negativity about their brand, then their Facebook campaign could have been a success. Power of networks