#MARK526 ASSIGNMENT 4 – SENTIMENT ANALYSIS

Brand Studied

Product Analysed

Social media platforms selected for monitoring the brand and products are;

• Facebook
• Youtube
• Twitter

 

Step 1 ) Analysis report on observed differences and similarities between the tools chosen over the week;

On Facebook

Post followed;

 

 

Observations/ Thoughts

 It has been observed that lipton ice tea facebook page was quite active though they are not getting much views (avg:227) or likes (avg:15).The positive aspect of there page is that they keep updating it after 4-5 days of time and trying keeping there customer engage with several videos and posts.

On Youtube

Observations/ Thoughts

On Youtube it was observed that there were many short advertisements were uploaded.These advertisements were made in different languages ( English,Turkish,Hindi) to target that particular market.  

On Twitter

Post followed;

Observations/ Thoughts

#lipton ice tea, is separately maintaining its twitter accounts for each of the countries. There are various pictures and video available with #hashtags of #lipton ice tea

 

Step 2 ) Take this exercise a step further by capturing and documenting your research across the four questions of the social media monitoring process

Social Monitoring questions

On Facebook

1. How many times was the search term found?

Answer: When the search term for lipton ice tea was found on facebook search bar, there are quite a number of searches came up as shown in below figure;

When was the search term found?

Answer: Was mostly active in summers

Who mentioned the search term?

Answer: Consumers

Observations & Thoughts

There were no duplicate pages present for this product.

On Twitter

1. How many times was the search term found?

Answer: On Twitter there were many post found about #lipton ice tea

2. When was the search term found?

Answer: Many times as the twitter page is continuously being updated.

3. Where was the search term found?

Answer:Twitter

Who mentioned the search term?

Answer:consumers

Observations & Thoughts

It was observed that on twitter as well the brand is maintaining a strong social media presence.

On Youtube

A part from video which are advertisement basically not much data was available.

Step 3) Take this exercise a step further by capturing and documenting your research across the four questions of the social media monitoring process

Tool used	Positive sample consumer posts	Negative sample consumer posts	Ambivelent consumer posts	Thoughts & observations
Facebook	Ricky Garcia Lubiano I love lipton beacuse she give vetamin and healthy body…	Valerie Abbott Krueger I’m hearing Lipton tea is loaded with pesticides.. Guess it’s time to change brand’s, Lipton, this is not acceptable!! Like · Reply · 3 hrs	Cindy Trujillo Street I wish you would bring back regular raspberry not diet or white tea.	There were mixed reviews about the customers on the facebook, but much more of them were in positive sense.

Tool used	Positive sample consumer posts	Negative sample consumer posts	Ambivelent consumer posts	Thoughts & observations
Twitter	@LiptonIceTeaUK wish your teas were more available in the UK absolutely loved your strawberry one while holidaying in corfu	@LiptonIceTeaUK stop talking like summer 2015 is over!	@LiptonIceTeaUK could you do a sugar free version of your iced teas. Pretty sure there used to be….	There different post were keep on trending time by time, they use a good strategy to keep their costumer engage

Tool used	Positive sample consumer posts	Negative sample consumer posts	Ambivelent consumer posts	Thoughts & observations
Youtube	There were advertisement in many languages and nationality	–	–	For different nationalities different advertising tactics have been used

REPORT ON SOCIAL MEDIA

 

Well, there are so many social media platforms available with each being different from other, making it more difficult to choose the favorite one.

As I am using Facebook, instagram, Google+, snap chat, vine, YouTube, LinkedIn, but if I have have to choose one of them, I’ll choose “Facebook”

There are many reasons for choosing this medium of social platform, of which few are mentioned below;

• Facebook lets you connect to different people from anywhere in the world. People everywhere these days are familiar with Facebook. This gives you the opportunity to learn more about the culture, values, customs, and traditions of other countries.
• Facebook is the most convenient tool for finding old buddies and keeping friendships alive.

• The site has good privacy settings, allowing you to choose your desired level of privacy.

• Whatever you can do on facebook.com you can do from your mobile phone Facebook app, on the go. Most new smart phones come with Facebook app. So you can update status, comment and do lot things even from your mobile phone.

• The newsfeed plays a very important role in getting the latest information. Facebook fan pages and users are constantly sharing articles, photos, and videos.
• Besides the games, there are thousands of applications, quizzes, etc. available.

 

So it is not wrong to say, that for me “Facebook” is complete package, whether it’s networking or source of entertainment.

The way I manage my Facebook account do depicts somehow my personality. As I have set particular criteria for like any thing which appears on my news-feed.

 

How it can be used in modern social media marketing?

In social media marketing it can be used as product promotional website as well, where one can upload all the pictures and videos targeting the market.

Also it can serve as one best social marketing tool for the “niche markets” as well , to target specific group of people.

A part from promotional activities, various campaigns our quizzes can be done as well, in order to engage more customer interest.

Describe how it can be used in social media marketing, indicating the types of campaign it is most suitable for

Good marketing campaigns via social media can prove to be a game changer, if launched and handled strategically.

Facebook is a very effective social media platform to market your product. Its is kind or readymade market in which you just have to pitch in your product and your product will do the rest.

Precisely I’ll be using following campaigns on Facebook, in order to market my product.

• Making a Page
• Spreading that page all over to other pages
• Invite my friend of friends to like that page

 

Real life example of this social media in action in a current or recent social media marketing campaign.

Cadbury Dairy Milk:

When approaching their 1 millionth like, Cadbury came up with an innovative way to celebrate, thank their fans and boost engagement all at the same time. They built a giant ‘thumbs up’ out of 1 million pieces of chocolate, whilst allowing fans to watch the action and send in their suggestions.

The campaign succeeded in getting over 350,000 fans talking about Cadbury and helped them to attract a further 40,000 new fans during the two day build.

 

Red Bull:

The energy drink company has a very strong link with extreme sports. It sponsors high profile events such as last year’s Red Bull Stratos space jump and the Red Bull air races, as well as sponsoring its own Formula 1 and football (soccer) teams.

On their Facebook Page, the company devotes very little attention to the product itself and instead focuses on the lifestyle they want to be associated with. The brand’s Page is full of photos and videos of high octane sporting events, all sponsored by Red Bull. The strategy is really delivering results; according toSocialbakers, they are the second most popular brand on Facebook with almost 40 million fans.

 

SteelMaster Buildings:

Beans, chocolate and Red Bull are fairly obvious choices, so for number 5 we went for something a bit different to show how social media marketing can work for (almost) any business.

SteelMaster Buildings build corrugated steel structures and use Facebook to share their innovative designs. They also encourage customers to share their own photos and are currently running a photo competition, which is driving impressive levels of engagement amongst their 13,000 followers.

 

 

State Bicycle Company:

In order to increase levels of engagement on their Facebook Page and create a bit of buzz about their products and events, State Bicycle Company from Phoenix ran a series of highly targeted Facebook ads, focusing on specific citites in the US. Users were encouraged to ‘like’ the Facebook Page to gain sneak previews of new bikes and partake in competitions.

“Facebook has been critical, and has allowed State Bicycle Company to have an open dialogue with our customers and potential customers.” Medhi Farsi, CEO

The result of this campaign was $500,000 from sales tracked through to the company’s website. Furthermore, they increased their Facebook fan base 10-fold in just a year.

#MARK526 ASSIGNMENT 3 – SOCIAL MEDIA MONITORING

Social Media Channel Assigned

“Twitter”

Twitter  is an online social networking service that enables users to send and read short 140-character messages called “tweets”.

Tweets are publicly visible by default, but senders can restrict message delivery to just their followers. Users can tweet via the Twitter website, compatible external applications (such as for smartphones), or by Short Message Service (SMS) available in certain countries.

Users may subscribe to other users’ tweets—this is known as “following” and subscribers are known as “followers”or “tweeps”, a portmanteau of Twitter and peeps.Individual tweets can be forwarded by other users to their own feed, a process known as a “retweet”. Users can also “like” (formerly “favorite”) individual tweets.

As Twitter is now widely used by both individual and company users as well, there are many analytical tools available in order to perform the analysis of various activities.

Few of them are discussed briefly below;

1)  Name of Analytical Tool: Tweet Chup

          Weblink: http://tweetchup.com/

 

Explanation

Analyze your connections on Twitter

• How many mentions and retweets did you get.
• Users you are most engaged with.
• Interactive map with locations of users mentioned you.

Analyze any user on Twitter

• Insights on user’s activities within a specific date range.
• Who a user retweets/replies to/mentions most.
• Hashtags a user used most.
• User’s most retweeted/favorited tweets.
• Days of the week and hours of the day a user sends tweets most.

Analyze keywords and hashtags on Twitter

• Insights on tweets containing specific keywords/hashtag/user mention.
• Stats on users mentioned keywords.
• Interactive map with locations of users mentioned keywords.
• Hashtags most used within tweets containing keywords.

 Analyze from any device

• Tweetchup is mobile/tablet/laptop friendly. You can use it from any device you’re comfortable with.

 

2) Name of Analytical Tool: Tweet Analytics

      Weblink: https://analytics.twitter.com/about

 

Explanation

• Tweet activity

Measure engagement and learn how to make your Tweets more successful.

• Followers

Explore the interests, locations, and demographics of your followers.

• Twitter Cards

Track how your Twitter Cards drive clicks, app installs, and Retweets.

 

3) Name of Analytical Tool: TweepsMaps

Weblink: http://tweepsmap.com/

 

Explanation

TweepsMap is an excellent Twitter tool for both analyzing and visualizing your Twitter network.

As it’s name suggests it does this by showing you how your followers are distributed on a map, in terms of percentages.

• Mapping followers world-wide, interactively and to a city level.  Discover followers and influencers by location so you can design campaigns accordingly.
• Intelligent publishing. Straightforward publishing based on followers interests at that moment, Best time to Tweet (by region), Tweet scheduler and more.
• Analyze Influencers and competitors.Comprehensive analysis of any account (including competitors).
• The best time to tweet. This new Tweepsmap feature shows you the best time to tweet based on when your followers are online, and also based on the best amplification potential for your tweets (the followers of your followers).
• Schedule tweets to automatically send at the best time.Schedule any day number of tweets, any day in the future, define repeat frequency (if at all), edit when required – and Tweepsmap will automatically pick up up the time of the day (based on your best times to tweet profile).
• Growth/declineby region: absolute number, as well as delta on daily, weekly, monthly, or customized by campaigns dates.
• Measure impact and reachso you can gauge the effectiveness of your campaign.
• Unique. In-depth analytic and engagement.

 

4) Name of Analytical Tool: Twitonomy

Weblink: https://www.twitonomy.com/

Explanation

• Get detailed and visual analytics on anyone’s tweets, retweets, replies, mentions, hashtags…
• Browse, search, filter and get insightson the people you follow and those who follow you
• Backup/export tweets, retweets, mentions and reports to Excel & PDF in just one click
• Monitor your interactions with other Twitter users: mentions, retweets, favorites…
• Get and export Search Analyticson any keywords, #hashtags, URL or @users
• Get insights on and download any user’s retweeted & favorited tweets
• Browse, search, filter, sort and batch add/remove people to your lists
• Monitortweets from your favorite users, lists and keyword searches
• Get actionable insights on your followers with Followers Report
• Find out easily those you follow but don’t follow you back
• Downloadyour followers and following lists to Excel
• Get the list of the followersyou don’t follow back
• Track clickson the links in your tweets
• Track your follower growth over time

 

4) Name of Analytical Tool: TwitterCounter

Weblink: http://twittercounter.com/

 

Explanation

Optimize tweet timing

The best times for you to tweet for maximum engagement, based on your number of interactions per tweet in each and every hour of the week. Trying out a new strategy? Shifts in your audience behaviour? Changing the resolution will get you those insights you’re after.

Find out the type of content which speaks to your audience

Tracking the number of retweets, mentions and likes, complete with a full list of your most engaging tweets for each of those metrics in your chosen time range, allows you to discover the type of content that resonates best with your audience and find out who engages with you the most.

See how fast your account is growing

Your audience metrics provide you with a comprehensive view of how much your Twitter account is growing.

Find out who unfollowed you and take action

An overview of the number of followers you lost on each day, complete with a list of all the accounts that stopped following you, ranked by their Twitter influence. Watch the trends, unfollow back with a simple click, or tweet them a little exit survey.

Welcome new followers, engage with those who matter most

Explore the new members that are added to your Twitter community every day, ranked by their Twitter influence and complete with their Twitter bio and audience trends. You can start engaging with those new followers without leaving the page!

Listen to the Twitter conversations that matter to you the most

Whether it is a significant event, a marketing campaign, or a competitor, your Twitter tracker allows you to ‘listen’ to Twitter conversations by monitoring hashtags and keywords that are relevant to you.

Comparing accounts

With comparable graphs and charts plotting your Twitter growth in comparison to other Twitter accounts, for example your competitors’ or clients’, you will be able to better put your Twitter accomplishments in perspective.

Ace those meetings… We help you be on top of your game!

Showing your clients or your management a clear picture of their account’s progress and saving time in generating those reports is the name of the game. Share with the clients an insightful PDF report on their account’s growth and engagement metrics complete with slick graphs and lists. You can also export all stats to a neat CSV, so you can slice and dice it as you please.

 

5) Name of Analytical Tool: Visible Tweets

Weblink: http://visibletweets.com/

 

Explanation

Visible Tweets is a way to view tweets based on keyword or username.

This Twitter visualization Tool is basically a screen saver featuring your tweets.

 

6) Name of Analytical Tool: Tweet Stats

Weblink: http://www.tweetstats.com/

 

Explanation

Tweetstats is, you guessed it, statistics for Twitter. And robust statistics at that. Check this tool out for a glimpse into your tweeting style and tendencies.

 

7) Name of Analytical Tool: Twistori

Weblink: http://twistori.com/#i_believe

Explanation

Twistori is an elegant way to view a scrolling stream of tweet containing the emotive words: I love, I hate, I think, I believe, I feel, and I wish.

This is a pretty interesting way to get a feel for the pulse of Twitter.

 

#MARK526 ASSIGNMENT 2 – SOCIAL MEDIA IDENTITY AND PRESENCE

Drones for Everything

a.k.a DFE

 

About “US not WE”

At Drones for Everything, you are always welcome to bring your ideas and we would leave no stone unturned to turn that Idea into Reality using our best technical knowledge about drones. As for us

“If it’s realistic & possible we will make it happen”

As D for Drones and E for Everything, gist’s up altogether the whole concept about the name of our firm, the core theme is to serve you the best possible solutions available for your problem by using our state of the “Art” drone’s technologies.

Whether you are Farmer who wants to do Air surveillance of your beloved farms, or you are a lover who wants to propose by showering flowers via drone, mate we are here for you.

So, if you need to watch some really interesting stuff actually happening from the Eyes of our drones, please feel free to contact us and we will fly right away to your door steps.

As good things come with the price, so may be the price would be a thing which we will have to negotiate some times.

What can our Drones Do for You?

As we are newly establishing company, so we right now we are offering our drone services to the following sectors;

 

• Real Estate Business (Trying to sell your house? Well, wouldn’t it be cool if you could offer potential buyers an aerial view of the property, all dramatic and nice?

• Fast Food Delivery (If you are fast food chain, and located in very busy vicinity and it takes much time to deliver your food, well don’t worry let us take care of from now)

• Construction/Engineering (Weather you are at the height of 200 Feet above the ground or you are on offshore oil rig lets us keep check on all the happening using our drones special air surveillance)

• Event Management (Want to make someone special feels real time special, let our drones take this task.)

• Journalism (you are a reporter and your camera man is absent for any reason, we invite you to take our Drone as your Camera Men)

• Courier Service (for this we can only say; if it’s really urgent = Its already delivered)

• Farming (Getting old on your farms, tired of visiting your fields daily our hourly, sit back on your chairs and let our drone make you watch your fields through their naked eyes.

• Advertising (Fed up with old ideas of big bill boards and other advertising stuff try our drones  for your advertising, & your customers will not resist in saying Wooowww WTH was that!

 

Following to above Strategic Plan, the SWOT analysis for the firm DFE is below;

 

Strengths:

Time and effort savor

Positive impacts on environment

Speedy Deliveries

Precision

Always be a Game changer

Competitive advantage

Weakness

Cost

Legal issues

Technical problems

Damages

Threats

Technological change

Hacking Threat

Sudden Malfunction

Government legislation

Opportunities:

Can add similar technologies

Scope is not limited

Expandable

 

The Social Media Identity can be build up by using different Social Media Platforms , for suppose on Facebook we can create a page, on YouTube we can launch our own channels, on vines and snap chat we can update short videos of drone.Also we can run a campaign on twitter about the drones.

By using these different platforms we can create a Social Identity of this business.

 

 

#MARK526 ASSIGNMENT 1 – MODERN MARKETING STRATEGY

Question 1: Why is it important to consider the business context when planning your marketing strategy?

Answer: The purpose of the marketing strategy is to address the business or brand challenge or objective that has been revealed. To make these strategies the business context should be prepared by conducting a situation analysis that have four main pillars;

1. The environment
2. The business
3. The customer
4. The competitors

 

Question 2: How has the Internet affected marketing and the models we use to understand it?

Answer: The Internet is an interactive medium. It allows for the exchange of currency, but more than that, it allows for the exchange of value. A business on the Internet can gain value in the form of time, attention and advocacy from the consumer. It is not a new marketing channel; instead, it creates a new paradigm for the way in which consumers connect with brands and with each other.

Also it has its effects on 4P’s of marketing model as well such as;

Products: The products which use to bought by customers by visiting super markets can now easily be bought through via internet which will be delivered at their home eventually.

Price: Before the revolution of internet consumers didn’t have much choice in case of price as it was difficult and time consuming for them to compare the prices for different products, now the can easily check the price for their products on internet.

Place: Now there is no need to find a best physical place to promote product, a seller can easily use internet as feasible platform for selling.

Promotion: The Internet, as an information and entertainment medium, naturally lends itself

to promoting products. Online promotion can be tracked, measured and targeted in a far more sophisticated way.

 

Question 3: Do you agree with the idea that customers are more empowered than they were before digital communications were so prevalent? Why?

Answer: Yes, due to revolution in internet customers are more empowered than they were before digital communications as they have more rights now is case of posting the things which they like or don’t like on internet and as a seller many times you can’t do much about that.