The company I picked for this social media project is Zappos. First I decided to do some research about Zappos to find out which social media to pick. In this process I learned that Zappos as a company is an early adopter of technologies. Zappos was one of the first companies to embrace a “Twitter aggregation page: http://twitter.zappos.com/.” Essentially they created a page on their site that pulls in all the mentions of the company. This is a great way to show the authority of a brand. They believed that if there are lots of people discussing your brand then that tends to convey a strong level of legitimacy, which is true. Even though it’s an online retail company its first priority is customer service, which is why they are one of the …show more content…
This customer is likely to be educated, married, and a parent. She is referred to by the company as the ‘happy hunter’.” This target market is mostly focused on the online footwear shoppers; however Zappos recently expanded their product line to apparel, accessories and even home goods therefore expanding their target market significantly. According to the official website Zappos carries “more than 1,500 brands of shopping products shoes, apparel, handbags, and housewares categories.” Their target market is not price sensitive in fact customers are willing to pay a higher price for the excellent service the company …show more content…
This ensures more fans or followers by word of mouth marketing in the long run, as well as the continued existence of brand advocates. Monitoring their Facebook page it’s obvious that they believe in letting customer engagement and conversation occur as naturally as possible. With a strong presence on multiple social networks, the brand has set a high bar when it comes to being social and engaging its customers. They are at or near the top of nearly every major brand ranking in customer service and social media. The brand has more than 2 million likes on their Facebook page. Compare to their other social media outlets their Facebook page has low engagement rate. Even though they update their status more often, there is still room to grow with their account. By posting more trendy looks, they have a lot of brand name shoes, handbags, watches they should post those items more often. Since the company relies on word of mouth advertisement they need to put more emphasis on their social media especially on their Facebook page. Although the company sells more products besides shoes not a lot of people are aware of that, they need to create more ads that will speak to their target market to sell their other product. Since about 80% of their revenue comes from their
Zappos currently offers a diverse product line. This product line has allowed them to develop a prestigious brand. Zappos can take advantage of their brand name by adding a new product, as brand extensions have become in increasingly popular strategy (Greifeneder, Bless, & Kuschmann, 2007). However, with this branding comes pressure when considering a new product. Pressure to deliver the new product to market that stands up to the consumers’ brand expectations.
Business strategy and model: Zappos.com had a differentiation strategy with which they had differentiated themselves from the rest of the market. They had use a unique corporate culture in their company which was one of the major competitive edges of the company. According to the CEO of the company, Tony Hsieh, that everything that they had done at Zappos such as their relationships with 1,200 to 1,500 brands, policies and website style could be copied, however, the only thing that no one could copy from them was their unique culture. Zappos had 10 unique core values as a basis of their company’s culture, employee performance and their overall operations. They were hiring and firing people on the basis of their abilities that whether they were living up to these core values or not.
Marketing through Social Media (Exploratory Essay) Throughout the ages there have been many intriguing ways that businesses have portrayed their product or services for accessibility. Recently, businesses have been researching how to market the businesses product through the World Wide Web. With websites such as Facebook, Twitter, Instagram, it started becoming popular within the past 20 Years. People have started to rely heavily on the internet over the past decade, whether it be for searching for information on products or people.
Many organizations have had to change the way they operate because social media has become such a powerhouse that has to be implemented in their marketing and communication strategies.
Zappos is an electronic commerce company that deals with a lot of businesses such as selling shoes, clothes and other products and even opening their own restaurants In 2000, Tony Hsieh became Nick Swinmurn’s partner and the CEO of the company. Moreover In 2009, the company’s stocks reached 1 Billion Dollars and considered the 11th best company to work for, according to a 2012 survey by Fortune magazine. (Wikipedia, the free encyclopedia 2014)
Social media is an imperative public relations tool for companies to utilize in their business practices. Social media cannot be regulated so anyone can say what they please about the company, whether it is good, bad or ugly. Social media is developing rapidly and there are new platforms
- Not all people are aware of their promotions in social medias and they don’t have many followers to their social media page.
The company that I am doing for my social media tracking is The Coca-Cola Company. Coca-Cola is the world’s largest beverage production company. They produce more than 500 different brands of sparkling and still beverages. Coca-Cola is based in the city of Atlanta Georgia and was founded in May of 1886. Coca-Cola is amongst the most recognizable brands in the world and was listed as the world’s most valuable brand in 2012. Coca-Cola currently has more than 3500+ products worldwide and is a multi-billion dollar brand. Coca-Cola strives at being the brand that, “Inspire creativity, passion, optimism and fun” (Cocacola.com).
Internet technology has brought a lot of changes in the world of marketing where security of the information is guaranteed. Most business in the global market seeks to move with the latest trends in the global market. This is because they want to create the needed knowledge to their target groups (Lisa,2010). Further, they aim to provide products which are in line with their tastes and preferences. In this 21st century, most companies are popularizing their brands in social media sites which are mostly used by their target groups. Big and small businesses aim at providing adequate information on social media platforms of their brands to their target groups.
Social media is pertinent in use of communication throughout today’s organizations. There are many social media platforms that allow organizations to convey communication to potential consumers, stakeholders and the public. “It is essential for leaders to integrate these technologies and seek the best way to use social media and networks to the advantage of the business” (Billington, 2012, p.1). Business owners find that keeping up with current technology trends is essential in having a competitive advantage in the market place and having a strict set of standards and strategy is important in quickly adapting to social media trends.
The first advantage of using social media in business is increasing brand awareness. Social media can help business to build their brand awareness by increasing interactions with a business brand. Brand awareness means the total percent of a target people who know the company exists and what the company offers of products or services. When the brand awareness is increased, the possibility of buying is increased. Thus, efforts should be made to make the brand a part of the consciousness of customers. For example, Coca- Cola is one of the best companies that enjoy unusual...
Since social media users grow larger and larger, many companies take the opportunities of using social media marketing to reach more customers. Companies use social media marketing in order to achieve marketing communication and branding goals. Social media allows companies to see what prospects are saying about their brands and competitors. It also allows companies to build deeper relationships with existing customers that drives them to purchase again and again. Not only it can help them generate new leads, but it allows them to build deeper relationships with existing clients that drives them to purchase again and again. It has become common for businesses to branch out and experiment with multiple networks with the aim of reaching the maximum amount of costumers.
Social media platforms offer great opportunities for newsworthy information and help expand the reach of its content. Like everything, there are risk and challenges that occur in these mediums but it is important to keep a free flowing, open realm to encourage creativity and innovation throughout a company’s social media use.
Social media can be used to target specific demographics through posts but it can also be used to communicate with customers as many businesses have began using Twitter and Facebook to interact with customer’s queries, complaints and feedback creating a close relationship with customers. Social Networking use has rapidly increase in recent years and has becoming a successful marketing tool for many businesses due to social media being incorporated into the daily life of millions. Social media can be used to target specific demographics through posts but it can also be used to communicate with customers as many businesses have began using Twitter and Facebook to interact with customer’s queries, complaints and feedback creating a close relationship with
It mirrors how we are increasingly becoming an entrepreneurial society each day. Companies nowadays market and promote their products with ease. If you log into instagram you will find posted photos of various products or logos of different brand names. Survey has shown that an approximated 40% of brands use instagram for marketing (social media examiner, 2014).