customer engagement social media
jiafeng1
Workshop-Assessmentpositioningandplanning-2.pptxWorkshop session: coursework, positioning and marketing planning
Reading: Chaffey & Ellis-Chadwick, 2016, Chapter four
Dr Lucill Curtis
Today’s session
Part one - Coursework help session
Questions on coursework
Part two – positioning and marketing planning
Coursework: Overview
Executive summary – 250 words approx.
2. Introduction: (Brief introduction to the organisation and an overview of the different technological customer engagement strategies they currently use) – 250 words approx.
3. Discuss and apply the theories and frameworks of technological customer engagement covered in the module so far to critique their current activity – 875 words approx.
4. Suggest any recommendations for improving the technological customer engagement strategies of your chosen organisation – 875 words approx.
5. Conclusion – 250 words approx.
6. References (Harvard or APA 6)*
7. Appendices (Any data to support either your evaluation or recommendations)*.
* excluded from word count.
Organisations
Asos
Argos
Coca Cola
Amazon
McDonalds
4
Coursework 1 - Guidance
Executive summary – 250 words (write at the end of your assignment)
An executive summary is a brief section at the beginning of a long report, article, recommendation, or proposal that summarises the document. It is not background and not an introduction. People who read only the executive summary should get the essence of the document without the full details. i.e. draw out the key points that you want the reader (i.e. Brad or I) want to take away from your coursework.
Introduction - Brief introduction to the organisation and an overview of the different technological customer engagement strategies they currently use i.e. what channels are they using to engage with customers and what techniques are they using? – i.e. content management is a customer engagement strategy, as is pesonalisation (i.e. responding quickly to complaints using first names and collaboration – generating responses, feedback and reviews from customers
Owned, Paid, and Earned Media Are All Content Driven
Coursework 1 – Guidance (Cont.)
3. Discuss and apply the theories and frameworks of technological customer engagement covered in the module so far to critique their current activity – 875 words approx.
For example: customer engagement, word of mouth and affordance theory
See Lectures 2 – 5, if unsure of any references for theories and frameworks on Brad’s slides, please e-mail him to check.
You MUST evidence reading and reference of academic journal articles, see the Talis reading list on BB – but you must also do your own independent research via Google scholar and the UEA library tab, e-journals, or via Business Source Complete (Customer engagement).
A Model of Online Consumer Behavior
Copyright © 2016 Pearson Education, Ltd.
8
Consumer Engagement in Social Commerce
Engagement in Social Commerce
Online customer engagement
The Benefits of Engagement
The Elements of Social CRM
10
Word of Mouth in Social Commerce
Word of Mouth (WOM)
What Makes Content Go Viral?
Using Word of Mouth in Social Commerce
The Power of WOM
Affordance theory
Coursework 1 – Guidance (Cont.)
4. Suggest any recommendations for improving the technological customer engagement strategies of your chosen organisation – 875 words approx.
What could they improve? Refer back to the theoretical models that you have chosen and critiqued in the section above and identify the current gaps for the organisations, i.e. promote participation
Example: If the organisation seems to not get much engagement/participation from customers through their Twitter feed – perhaps they need to introduce more personalisation, sassy tweets (see Wendy’s example) provocative questions, competitions, promotions, loyalty schemes, competitions etc.
Coursework 1 – Guidance (Cont.)
5. Conclusion – 250 words approx.
Your conclusion should give a sense of completion to your essay and should point to your central idea or to the argument you have been making.
You should try and summarise the main points you have made – although you should not simply go over everything again. You should also revisit the question to show how you think your essay has answered it.
You do not have to try and give a definitive answer e.g. “Thus I have conclusively proved that X is the case”. This is highly unusual in academic writing where there is usually only “a sense in which X might – or might not – be the case”.
Of course, if you’ve found out something interesting then say so – i.e. the main gap for customer x in achieving customer engagement is x and thus it is recommended they focus on xx as a future customer engagement strategy.
Any questions?
Part 2: Positioning and marketing planning, activity
Positioning
Positioning is defined as “the act of designing the company’s offering so that it occupies a meaningful and distinct position in the target customer’s mind” (Jobber and Fahy, 2006:125)
The objective of positioning is to create and maintain a distinctive place in the market for a company and/or its products.
Keys to Successful Positioning
CLARITY: the idea must be perfectly clear, both in terms of target market and differential advantage
CONSISTENCY: a consistent message is required to break through the clutter of messages that consumers face
CREDIBILITY: the selected differential advantage must be credible in the minds of target customers
COMPETITIVENESS: the chosen differential advantage must possess a competitive edge. It should offer something of value to the customer, which the competition fails to supply
How does positioning feed into marketing planning?
DEVELOP DETAILED MARKETING PLANS: focuses on how to achieve the marketing objectives with specific details and plans on:
What types of consumers are to be targeted,
What types of products and brands are to be sold to which consumer market segments,
What types of competitor products and brands against which they need to be positioned,
What types of competitive positioning needs to be adopted,
What sort of competitive advantage the positioning can be derived from,
What the actual elements of the marketing mix should be used
Stages of the marketing planning process Cont.
Target Market: a consumer market segment that has been selected as a focus for the company’s offering or communications that will be targeted for marketing (to be explored in CONSUMER BEHAVIOUR and MARKET SEGMENTATION TARGETING POSITIONING)
Competitor Targets: the organisations and other products and brands against which a company chooses to compete directly
Competitive Advantage: the selection of one or more customer choice criteria that sets the company apart from its competition and where the advantage derives from
Marketing Mix Decisions: regarding each of the elements of the marketing mix (Product / Price / Place /Promotion)
Marketing Plan: Spree Watch
SITUATION ANALYSIS
Half the buyers of branded fashion watches are between 18 and 34 years of age. This group, which purchases more watches per capita than those older, is our primary market segment. Watch purchases are more likely by consumers in the northeast and Midwest. Many purchases are expected to be impulse, requiring strong point-of-purchase support. Seventy percent of the market is concentrated with strong competition from Swatch, Fossil, Guess?, and Anne Kline. We have extensive experience in the manufacture of innovative, high quality, precision plastics and timing devices permitting us to offer the consumer value in a branded fashion watch. Additionally, we have experience distributing products into 75 percent of the outlets for branded fashion watches.
COMPETITOR ANALYSIS
All those manufacturers who are producing similar high quality, innovative watches
OBJECTIVES [Must be SMART – specific, measurable, achievable, realistic and time-sensitive]
Generate x sales of product y in first six months since launch
MARKETING STRATEGIES
General will introduce a new product, the innovative Spree watch, using penetration pricing, extensive advertising, and expanded distribution in order to increase our revenues and growth rate.
Marketing Plan: Spree Watch (Cont).
ACTION PLAN
The Spree watch has strong product benefits compared to current market offerings. To achieve our objectives we will offer our unique watch in a variety of designs at a suggested retail price of $45. Our current distribution covers 75 percent of the market. At this time we will not expand our distribution to access the jewellery store retail channel. We will increase our sales force by 5 persons and add a sales trainer to support for our market plan. Advertising of one million dollars will emphasis the unique design of the watch and is weighted toward print and point-of-purchase displays. This and television advertising will be scheduled two-thirds in the first six months of the campaign. To achieve consumer awareness in the first year, our advertising voice share will be considerably higher than that of the four market leaders.
FINANCIAL ANALYSIS AND EXPECTED RESULTS
We expect first year sales of 8.5 million dollars and project break-even for the project in the first year.
CONTINGENCY PLANS
If the competition increases advertising or our sales are less than expected, we are prepared to add as much £5,000 to our advertising budget.
Activity: Develop a Marketing Plan for a ‘new’ style fitbit
Situation analysis
Competitor analysis
Three-five objectives (must be SMART)
Marketing strategies
Action plan
Financial analysis and expected results
Contingency plans
Wednesday, 13 March: 1-3pm
Marketing Communications using digital communications
Chaffey & Ellis Chadwick (2016) – Chapters 5 & 6
Digital marketing in practice; product, price, place, promotion (people, process and physical evidence) and relationship marketing using digital platforms
