MKT 330 EXAM 01 21F
Which is not a target market for BUHI? Hint: Stop the video and read the "MIMIC Get to Know your Market" page shown in the video.
"Get to Know your Market" is found in "Scenario" then "Market" page of the simulation.
Understand Simulation Prep 1 Stage material.
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Know how to avoid the 8 mistakes creating and using buyer personas.
1. "I'm relatively new social influencer with 300+ followers. I just generated 17 buyer personas to help me craft my content. Taking a lot of time and haven't see any real improvement in social media metrics." • Too many personas. 2. Chewy: current posts having been driving a lot of "Brians" customers traffic to web site, and sales have increased some, but we are getting a lot of product returns and customer support complaints. We checked and found not bad products or service. The new customers have extremely high service expectation, but don't buy very much. • Not considering negative personas. 3. New persona is being used by social media department and we are increasing our likes, follows and sales on the web site, in-store sales flat. Issue is that our face-to-face sales staff have not embraced the new persona. • Not consistently using throughout your organization 4. Social media department has been using Brian persona. We have really focused on educated men in large cites with multiple pets. Likes and follows from men in mid-20's, slight increase, but we feel we aren't connecting/engaging enough with this persona. • Thinking persona is an individual person 5. We have created the persona of the perfect customer, but no impact on social media metrics or sales. • Creating aspirational personas, not actual 6. We have been using zip codes from the billing information to build personas. Our content match for these personas have no impact on social media metrics. • Not gathering research beyond demographics 7. Do not know how to research for a persona. 8. Developing personas too hard.
Use characteristics of SMPs in the selection of SMP for your content.
1. Content 2. Location of your customers (what they want) 3. Your resources & goals Examples: 1. Follow comedian Twitter account because they are funny. 2. You post YouTube video on how to set up a printer 3. Post on Twitter you feel that we should stop using plastic because of the environment. 4. Create private Pinterest board about outdoor kitchen ideas for remodeling job. 5. Create public Pinterest board about outdoor kitchen ideas. 6. Click on link of an Instagram Post/picture of a sofa so you can purchase from company's web site. 7. Search for and Follow friend on Facebook to keep up. 8. Post "how you doing" to an old friend on LinkedIn. 9. Search Instagram for social influencer XYX for fashion tips. 10. Forward to friend influencer because you thought the friend would like
Use the four types of consumers' goals to evaluate and determine SMP selection by companies.
1. Learn 2. Connect 3. Inform 4. Entertain
We have been talking about consumer journeys and we have discussed touchpoints and emotions such as frustration/pain points and/or satisfaction. Include an example of a social media post you made in reference to a negative/positive experience you had with a company. For example, posting to the company's SM account (e.g., Twitter). If you do not have such an example look at some company's SMP and find a happy or unhappy consumer. Cut and paste the comment and discuss how the company handled it.
A couple of year ago, the clothing Brand H&M (@HM) posted a picture of an African American boy wearing a shirt that says "Coolest Monkey in The Jungle". Many people were outrages (including myself) because some people stereotype black people as monkeys. Due to many complaints H&M deleted the post and discontinued the item. An example of a customer complaining about this was from the NBA superstar, LeBron James. This negative experience is in the link below: https://time.com/5095134/lebron-james-hm-coolest-monkey-hoodie/
Consider a person who has limited funds and when traveling. This persona prefers to save on travel and lodging so they can spend their money on vacation activities. Typically, such as persona would prefer a budget hotel like the Americas Best Value Inn (Links to an external site.). Create a timeline for this persona who also flew to their destination. Start the timeline once they have received their luggage and now have to get to the hotel, check-in, and get to their room. What are the possible channels available to the persona to get from the airport to the hotel? Identify possible pain points for this timeline. Explain. Identify possible touchpoints of this timeline for Americas Best Value Inn. Discuss how the Americas Best Value Inn could address the pain points. Please list each answer; A, B, C, D and E
A. I would get to the hotel, check in, go to the room, un pack the belongings, connect to wifi, get room service food, plan the festivities for the vacation, get ready for the festivities tomorrow, go to sleep, then start the day. B. Get an affordable rental car C. There are really no pain points here in my opinion. D. The touchpoints are the wifi and breakfast. E. The could express their pain points through their website.
Assume the customer has flown to their destination. Provide a timeline for the persona staying at a Ritz Hotel once they have received their luggage and now have to; get to the hotel, check-in, and get to their room. What are the possible channels available to the persona to get from the airport to the hotel? Identify possible pain points for this timeline. Explain. Identify possible touchpoints of this timeline for Ritz. Discuss how the Ritz could address the pain points. Please list each answer A,B,C,D and E
A. I would get to the hotel, check in, go to the room, un pack the belongings, get room service food, plan the festivities for the vacation, get ready for the festivities tomorrow, go to sleep, then start the day. B. They can use the express bus, get a rental car, or have air port taxis escort them to the hotel. C. The possible pain point could be the customer coming up with festivities for the vacation due to there being so much to do/accomplish in such little time. D. The touchpoints could be for the customer finding the festivities for the weekend. E. The Ritz could address the pain point are having brochures, explain them on their website, etc.
Know how to construct a journey map.
A. Individual's relationship with service, product or brand over time and across channels Brand is... Product is B. It is map of all the activities required for a consumer to accomplish a goal. It includes: Personas Timeline Emotions Touchpoints Channels 9 Steps: 1. Gather research • Customer interviews • Customer logs • Analytics (web, SM) • Competitive Intelligence 2. Review the goals • flying for vacation • Different personas can have different goals 3. List of customer touchpoints & channels that could be used • Channels: Consider buying ticket. How many different ways? • Online travel site (e.g., Travelocity) • Airline web site • Airline SM then web site • Airline over the phone • Travel agent in person • Travel agent over phone • Travel agent via internet • In person at the airport • Touchpoints: Consider buying ticket. How many different ways? • Online travel site (e.g., Travelocity) • Airline web site • How do this differ? • Cost & control consumer and company 4. Empathy map - get a feel of how your personas experience in the given scenario (accomplishing the goal). • What makes a consumer persona... • Excited • Happy/satisfied • Sad • Angry • Apprehensive • Frustration 5. Brainstorm - figure out ways to make your personas' experience better. • Be creative • Use your customers (SM) • Not judgmental • Then evaluate 6. Create affinity diagram - decide which idea(s) from step 5 you are going to use to improve personas experience. 7. Sketching the journey = customer journey map 8. Refine and digitize 9. Share it - use it.
Most hotels have a person who recommends and even make reservations for activities (e.g., concierge). Identify likely activities that the Valerie persona would a concierge recommend. Explain using the persona. Identify likely activities that the Kayla persona would a concierge recommend. Explain using the persona. How would the concierge know or determine the type of persona a consumer is?
A. The concierge should recommend Valarie and her family to a place like the Great Wolf Lodge. The Great Wolf Loge is a very family oriented, luxurious yet affordable place where they have deals and coupons sent to ones email and mail monthly. They also have scheduled swimming events for children every couple of hours. These events include: swimming lessons, bowling, interactive magi quest games, rock climbing, arcades, etc. The Great Wolf Lodge also has camp leaders that can take care of the children if Valerie and her husband were every busy or had to a business meeting or event. Children will also be fed every three hours by their "Lodge Restaurant". the best part about the Great Wolf Lodge is that this place can booked for the summer and winter because they have activities indoors and outdoors. B. The concierge should recommend Kayla to the Island of Bali. The Island of Bali is considered to one of the most cheap and affordable places to travel to due to "the exchange rate between the U.S. dollar and the Indonesian rupiah.". The Island offers beautiful jungles, resorts and an exciting nightlife where adventurous millennials can have a cheap and unforgettable experience of a lifetime. C. The concierge would determine a persons persona by understanding the consumers social media presence content, understand their goals, pain points, activity, location, feelings, and personality.
Describe where in the funnel these repeat visitors are and explain why you believe they are at that stage in the funnel.
AIDA; They are Aware and they are Interested and probably Desire because many re-visit the page where you purchase ticker, BUT they have not taken Action. You would be okay if you said interest or desire since there isn't any information to make the distinction.
When you start a strategy/decisions round like round 3 what is false?
All answers are correct. None are false.
What is false about round 2?
Because you answer so many questions it is generally takes a lot of time.
Use AIDA model/funnels to develop and evaluate social media strategy.
Define Funnels and AIDA model: What are you doing this weekend for fun? 1. Awareness - Attracting new people who are currently unaware of your brand. 2. Consideration - Standing out among your competition so that new audience members remember you. 3. Action - Compelling your audience to take action and make a purchase. 4. Engagement - Using social media to stay top-of-mind and keep your audience engaged after they've purchased. 5. Advocacy - Building enough trust with your audience that they want to recommend you to others. Consumer Journey Funnel: 1. Awareness 2. Consideration 3. Action 4. Engagement 5. Advocacy Why funnel? 1. Awareness 2. Interest 3. Desire 4. Action How does a marketing Funnel work? How does AIDA model fit?: AWARENESS • Has hypothetically 5 million app users • Regal app post: xyz movie starts this weekend INTEREST • 10% - 500K Regal app owners click on the post DESIRE • 20% interested showed desire by added to wish list(500Kx.2)= 100K ACTION - • 30% wishlisters purchased tickets • OTHER ACTIONS: • WOM/Advocacy • Repurchase How do you use the funnel to help? Regal posts Buy 3 tickets this weekend and get one free ticket Increase ACTION
One of the typical insights questions you find in Round like round 2, is "how many Page likes you got for your Facebook posts for the first week?" What is false?
If you had some days that had low response this means you need significantly more posts.
Explain how your post would motivate ticket sales.
If you use price cut, just say they are price sensitive and this was holding them back.
Understand how to use various KPI's in social media strategy.
KPI - Key Performance indicator
Discuss how the company can use SM to build on its success.
Kleenex can use social media to build on its success by finding other methods of consistent engagement by social media users. They can do this by paying social media influences, consistent posting, paying for promotional campaigns, and creating higher engagement with their target market.
Discuss how the company can use SM to build on its success.
Not only can Dominos use social media to handle customer service issues, tackle questions, comments and concerns but Dominos can use social media to communicate to their customers about the service they bring to the community besides the products/services they offer. For instance, they can speak on donations/fundraisers they're apart of, any type of charitable work they do. and if they're apart of any social movements. All of these methods of communication through social media can help Dominos reach a wide audience and help the company become more connected to their community and help them perform better.
Define social monitoring as discussed in the session videos.
One perspective defines social monitoring as a historical (backward-focused) trend watching. This is a reactive process. Looking for an increase or decrease in the number of or type of posts. Once a trend change is identified, you start the next stage - social listening.
Design a post that might help move these repeat visitors through the funnel?
Post that provides a coupon/price cut on the tickets. You could also say that you could do some social listening to see if there was any other reason for the hesitation.
Setiment analysis
Sentiment Analysis is evaluating the emotion behind the posts or social media interactions, how the consumers feel. It may or may not be involved in either or both steps. According to the video, social monitoring is a historical/backward trend watching. You react when a change in trend is noticed. For example, typically(historically) your company gets 10 posts a day and then you track 20 posts a day. Identifying this trend would initiate the next phase is the forward-looking short-term analysis, social listening. In this phase, you check content for the reasons and the cause for change. What has happened social monitoring leads to specific social listening. Understanding these differences is important because while some companies do not care, the one you work for may and you will have to know the difference and apply the practices efficiently. Sentiment analysis is any of the social monitoring and/or social listening that involves emotion. For instance, in the social monitoring example above related to the 10-day posts, if you typically get 9 positive daily posts and 1 negative.
Define sentiment analysis as discussed in the session videos.
Sentiment analysis can be used in any or all social monitoring and/or social listening. Sentiment analysis is any social monitoring or social listening that includes analyzing posts for feelings and emotions, whether it's negative, positive, or neutral. Can also analyze the strength of feeling or emotion.
List and define the issues that could weaken the quality of sentiment analysis.
Sentiment analysis through computer software can be expensive, inaccurate because: Irony & Sarcasm: if someone is saying they love the product, but they hate it. Misspellings Slang: shortened words/ words with different meanings could mean different things Types of negations like comparisons: some computers might assume it is saying one thing but really it is using comparative words to describe it and it might mean another thing. Multipolarity. When feedback is responded to in both good and bad results in the same sentence, like "better than nothing" or "not the greatest."
What role for Buhi are you assuming in the simulation?
Social Media marketing manager
Define social listening as discussed in the session videos.
Social listening is considered short-term (forward-looking). Your goal of social listening is to analyze posts to determine the reason for the change. This is proactive. Often is preceded by a change in trends identified in social monitoring. Notice trend (social monitoring) and react by doing more analysis (social listening) to determine why and ideally how to fix or build on the trend change. The goal of social listening is to identify strategies to either change the trend back to normal(fix) or, increase a positive trend.
We have been talking about consumer journeys and we have discussed touchpoints and emotions such as frustration/pain points and/or satisfaction. Include an example of a social media post you made in reference to a negative/positive experience you had with a company. For example, posting to the company's SM account (e.g., Twitter). If you do not have such an example look at some company's SMP and find a happy or unhappy consumer. Cut and paste the comment and discuss how the company handled it.
Talk about how well or badly the company recovered from failure: Good example... I once tweeted Meow Mix because there was a piece of plastic in a treat that I almost gave my cat. They ended up tweeting me back, apologizing, and sending me coupons in the mail. I have also tweeted the sandwich shop, and they replied to my tweet and retweeted. One more example, I once entered into a pet photo competition for Bark Box. I submitted a picture of my cat and won and won a whole bunch of stuff. I still buy this toy that my cat ended up loving once she tears up the old one.
Provide a summary including the SMP utilized and how it helped the company. Explain how social listening/sentiment analysis helped the company.
The company that was used in the article above was Kleenex. Kleenex is a popular brand that sells paper-based products such as facial tissue, bathroom tissue, paper towels, tampons, and diapers. Recently, they have been widely known for their amazing social media presence. The social media platforms that Kleenex uses are: Facebook, Instagram, and Twitter. Their most successful social media campaign was the "Feel Good" campaign, where Kleenex got ahold of Facebook users statuses to find the level of sickness the user had to send them free Kleenex kits in the mail. 50 lucky people received kits, and every single one of them posted about this special surprise. The result ended in Kleenex having over 650,000 impressions and 1,800 interactions between the brand and social media users. This company did a great job of using social listening and sentiment by finding the user data and utilizing their data to gain impressions, insights, and a better reputation.
Provide a summary including the SMP utilized and how it helped the company. Explain how social listening/sentiment analysis helped the company.
The social media of Pepsi via Facebook had to utilize social listening to help salvage thousands of potential consumers lost. Pepsi was running an advertising campaign in Sweden and broadcasted a commercial of Portugal superstar Christiano Ronaldo is a voodoo doll from being punished violently in a multitude of ways. It resulted in over 43,000 Portuguese fans going to Facebook and making it clear that they would never drink Pepsi again after taking serious offense to the video. With Pepsi noticing the backlash it was facing due to social listening, Pepsi's Swedish subsidiary took action and issued a "full and frank apology" for the stunt. This helped Pepsi save the loss of thousands of its customers.
In the case of a positive experience, how could the company use their SM to build on the positive experience, and if negative experience how the company could use the SM to minimize the negative experience.
They can use that positive experience by promoting it correctly to their audience and new customers. And for negative experiences, the brand could have asked where they could do better so the mistake wouldn't happen again.
Define sentiment analysis as discussed in the session videos.
Two perspectives relating to the relationship between social listening, social monitoring, and sentiment analysis. 1. Social monitoring and social listening are interchangeable. Social listening is any social monitoring or social listening that categorizes polarity and/or emotions. 2. Social monitoring and social listening are different.
Which persona would be most likely to book a weekend stay at a luxury hotel such as a Ritz (Links to an external site.) Hotel? Use the personas to defend your answer.
Valerie would most definitely book a weekend stay at a luxury hotel such as the Ritz. I say this because on her personas portfolio it shows that her salary is over $400,000 a year and she is not a frugal spender. Also Valerie and her husband had good positions in their company so they are willing to get the best quality they could get for every experience.
In the case of a positive experience, how could the company use their SM to build on the positive experience, and if negative experience how the company could use the SM to minimize the negative experience.
With a positive experience, the company could use that in a compilation of happy customer messages and turn it into an ad/commercial. It would show viewers how much natural support the brand has from everyday people who aren't paid to say nice things about them or make them look good the same way actors are. With a negative experience, the company would likely be best off not mentioning the issue. But, it could be a learning opportunity and turned into a chance to educate future users. If someone had an issue with a company's product or service, the company can make a PSA for how to deal with it. Either "Please contact us @... if xyz happens" or "How to stop your blank from xyz" so it doesn't affect more consumers.
Explain what you can do to improve the results of sentiment analysis.
Work with the programmers of the sentiment analysis program to code in or include exceptions and clarifications. Also, you should randomly review sentiment analysis results from an individual record to see if any consistent mistakes are being made. Use this information to update your list of exceptions and clarifications to the sentiment analysis program.
What is false about participating in the simulation? Hint: find answers in this assignment instructions.
You are assigned to a voluntary group. Please confirm by going to the "People" link in Canvas homepage. Every student is required to purchase a license. You can work in groups to help each other in understanding the simulation, BUT each student is required to create and submit their own strategy and answers. The simulation will be available after exam 1. Focus on study for exam 1 it is challenging.
What is false about round 1?
Your weekly budget is 4000 dollars.
Know how to use personas to develop engaging SM content
a fictional representation of your ideal client or target audience. With a clear picture of who you're marketing to, it's much easier to develop effective, targeted content that speaks to your ideal buyer's goals and challenges. Think of your buyer personas as a personal narrative.
What is false about BUHI? (Read the "Buhi Supply Co Business Description" paragraph found on the MIMIC "BUHI Executive Summary" page shown early in the video
has a luxury positioning
