Author: Duulin Buks

The social media marketing landscape is changing as social networks providers, and others servicing the industry raced to gather more market shares.

Will these changes affect the prolong existences of individuals, shape cultures and behaviors, as we familiarize ourselves with the changing elements of advanced technology?

Supposedly, the latter might be less a concern to a few that lack the vision and understand of the social media marketing and technology development. On the other hand, the inevitable changes in technology will impose on cultures new ways for them conform, as advance innovations dominate our presence. Nonetheless, those that opposed changes will be forced to change as time progresses.

Compellingly, more and more people in our society are turning away from the traditional marketing and embracing social media marketing. The number of social media market shoppers, traders, services providers, and other support entities continues to grow. Likewise, are social networks membership on the increase, like Google, Facebook, Twitter, Instagram, Pinterest, and others across the globe have seen their users steadily growing.

In the same way, brands and industries compulsorily must succumb to changes taking place in our world. Today, the Facebook is the top social media brand and a benchmark in the industry. You might think that they are the trendsetter of social norms, but their team of innovators and strategists continuously are adapting to new ways and ideas; how advanced technologies are transforming our culture, laws, habits, and behavior.

For instance, augmented reality starts to become a new way we capture images and display them of ourselves and events. Snapchat have incorporated some version of this feature, but Facebook has not yet implemented it.

How and when will Facebook launch augmented reality?

Recently, Facebook debuts its brand of the future social Spaces dynamics. Users can connect, and experience merged cube while wearing virtual reality goggles in Video Recording mode (VR). It might seem farfetched at this time, but already some mobile phones already established this feature as part of the users’ interface.

Undoubtedly, these are just a few of the many changes that will impact both large and small entities seeking to or continue their development of social media marketing.

Not only will brands and consumers be affected by changes in the markets, but they must accept the different social policies, rules of engagement, and new laws design to protect values in societies and brand integrity. Remarkably, lawmakers will face with the challenges preserving their nations and communities, also adjusted government earnings.

Meanwhile, brands will have the task to formulate new strategies in engagement and communication with these new developments. Although presently many businesses are intensively connecting with consumers on social networks, the future market will demand more investment in time and money to reach and support their audiences’ compatibility.

Consequently, the supporting tools brands use in measuring their social marketing performances, audiences profile and tendencies will call for more understanding in the interpretation. Supposedly, the supporting features of artificial intelligence, voice assistants and chatbots might be future enablers for brands to offer adapted shopping experiences on messaging networks like Messenger, WhatsApp and others.

The new social market will consist of Generation Z; likely they will be the demanding audiences in dire needs for brands to reach them frequently. Gen Zers are between age 18 and 23, today. Therefore, brands need their support to create great earnings. Social platforms like Snapchat and Instagram likely to see an increase in Gen Zers usage, since, Snapchat already the presented augmented reality.

Presently, Instagram consists of more than two hundred million users, and they are less than two years old. Assumingly, Gen Zers will likely to use more of this service. Brands need to consider this in their strategies of the targeted audiences.

Also, they should adopt the influencer marketing strategy as part of their social media marketing plan. Influencer marketing will communicate with other viewers, which will create another avenue for their companies’ achieving goals and objectives.

What makes a social media marketing campaign go viral?

For sure, the effects of a viral marketing campaign start with a planned course of action, which entails content, delivery mechanism, engagement tactics, and ways by which the entire marketing process will get evaluated. After marketer completed the plan, schedule, and strategized methods for each segment of the marketing campaign, the following steps would require a constant stream of work and research for the company or individual to reap the rewards of a viral campaign.

First, the company must select the social media platforms that match their targeted audiences’ usage and the type of content the company plans to utilize throughout the campaign. Secondly, the decision about the type of content should base on the targeted audiences’ geolocation, demographic, and psychographic evidence; also, their social media habits and preferred content.

For example, Blendtec is the maker of blending machines. The company seems to target homemakers in their exaggerated videos (Will it Blend?), featuring a host becomes all types of materials, which includes sticks, mobile telephones, and other items. Convincingly, the company’s blender should complete all the costumer’s blending needs. The pathos of the video captivates its audiences with significant shared and likes in a craved engagement that produces the viral effect. Indeed, the company aligns all its social pages and website – where possible with widgets, plug-ins, and badges that rendered shared actions that are available at audiences’ fingertips.

Likewise, any individual or company should build content that engages its audiences’ in dynamic settings that include widgets, plug-ins, and badges. The content should attract and encourage the audiences’ involvement in high engagement with likes and shares. Content with significant activities and greater reach will be ranked at the top of the search pages in most platforms.

In the same tone, content should be timely release, just at the right time the support of the audience. Also, it might be worthwhile for the company to invest in advertisements; it will boost visibility, strengthen engagement and reachability of wider audiences.

The other characteristics for a viral effect should include influencers that will target other groups and communities in engagement with the company’s likes and shared content. Why? The influencers might become some of the most prominent brand advocates. If not, the company has less the chances of reaching the audiences’ support for a viral outcome.

Lyft started in 2012 and the same year began their social media marketing campaign, Today, the company is the second leading online transportation company in the world resulted from the effects of viral marketing strategy and planning. Their strategies and planning incorporation most of the outlined items listed above.

However, Lyft paid ads features celebrities driving the company vehicles, doing the pickup of customers and chauffeuring them to their destinations. Customers became thrillingly surprised and filled with joy – influenced by the celebrity presences that they, in turn, leave to tell the story about their experience. The friend or family member might spread the message to another and another person, echoing the effects of a market becoming viral.

Equally essential, the evaluation methods that will be used to measure the company’s actions and inactions across the company’s social network. Present and past social media activities could be measured and compared to providing the best strategize viral social media marketing campaign.

In the same way, Duulin Buks will incorporate most of the above items to produce the best viral social media marketing campaign.

Supposedly, there other principal elements that make up a viral marketing campaign that is not included in the above list.

Please, let us know what is missing for Duulin Buks to experience the most effective viral marketing campaign.

Some people might think that if a company trade in the Stock Exchange they should have a tremendous social media rating. Well, it is not necessarily a true statement.

For any organization to earn a successful social media presence, it takes effective planning with tedious hours of evaluation, development of content that will convert audiences’ opinion into loyal followers and supporters of the brand.

Domino’s the perfect example of a company that trades on the stock exchange and started with a humble beginning in the use of social media. The company began in 1960 and continued its growth on to the dot.com era and onward. It was in the latter years of this period Domino’s Pizza started its online order and thirty minutes delivery marketing campaign. The campaign evolved in their enlistment on social media platforms that would benefit.

Two years before Domino’s started business Pizza Hut was established. Over the years, Domino’s became their number one competitor; as both companies raced across our nation and around the globe for market dominance. Pizza Hut held its ground and stood up as the leader during the dot.com era, while embarked on online orders, and later social media marketing, as well.

Almost a decade went by as both firms tested and tried different methods in social media marketing. In 2009, Pizza Hut captured eighteen percent of the entire market, while Domino’s had 10 percent, and other percentages had divided among different brands and private local labels. It was evident, Pizza Hut strategy keep the company sprouting out in all direction of social media market – Facebook, Twitter, Vine, Instagram, and YouTube. Likewise, Domino’s had enlisted the services of these social media platforms and have shown a higher number of the total leading in Applause rate, 3213,8 in comparison to Pizza Hut, 2670,7.

The unprecedented turn in evident left critics stunned. Earlier during the same year, 2009 Domino’s had significant adverse publicity. The result of two of its employees posting a disgruntled stun video in YouTube. The event made the company more aware of the do’s and don’ts in the engagement of social media audiences, and how to use strategy messaging to diffuse tension. By the end of the years, the company’s imagery began to change.
What was so essential in the company’s strategy that caused their likeness to spike over Pizza Hut in 2009?

Perhaps, Domino’s immediate reaction to the crisis – the firing of two members of staff involved in the incident, the president of the company made a public speech, and the company set up a strategy body to answer questions about the event?

Undauntedly, Domino’s honest and transparent condemnation of the incident, and their humane diffusion of the crisis prove they care about the public and their perception.

At the same time, Pizza Hut had continued its engagement with its audiences, but their commitment was not strong enough to foster more likes as Domino’s did at the end of 2009 assessment. Even though, some social media analyst warned that a higher number of likes compared to comments show that the organization has the least engagement activity among fans. So, Domino’s should have considered using posts that engaged more of its audiences.

Almost a decade late, Domino’s still lead the way in social media presence over Pizza Hut. Domino’s generated sixty percent of its sale via digital medium while Pizza Hut fifty-five (Forbes, 2018). Although Domino’s maintain a remarkable upbeat social media campaign in the industry, Pizza Hut had $12.03bn in sales, 2017; Domino’s posted $12.2bn for the same period. The disproportion in Conversion and Amplification Rates between Domino’s and Pizza Hut at the time suggested that Domino’s had more emotional content that created more loyal followers. An indicator that the company did well in the aversion of crisis.

What could have contributed to the difference in earning?

In the same way, Duulin Buks, understand how a company plans and develop social media strategies, essentially will reflect the company’s social media engagement and communities’ association.

Reference

Nikitenko Tania. (2011). TrueSocialMetrics. Top 5 American Pizza’s Brands in Social Media. Retrieved from https://www.truesocialmetrics.com/blog/top-5-american-pizza-brands?locale=en_US
Kelso Alicia. (July 5, 2018). Forbes. Pizza Hut Playing Catch-Up with Digital, Marketing Investments. Retrieved from https://www.forbes.com/sites/aliciakelso/2018/07/05/pizza-hut-playing-catch-up-with-digital-marketing-investments/#3f3e463a2bf2
Blanchard Olivier. (2011). Social Media ROI: Managing and Measuring Social Media Efforts in Your Organization. Retrieved from https://mbsdirect.vitalsource.com/#/books/9780132678025/cfi/6/28!/4/26/4@0:15.4

Supposedly, you would think that Google too much a big enterprise to produce an extended entity that amassed millions of users and subscribers, then snappishly closes its doors. Google has resources, expertise, time, and capital to invest in building innovation into greatness as any other branch of the company.

Then, what could have brought, Orkut.com an innovation and extension of Google to a dead-end?

Orkut started in January 2004 and ceased its operation on September 30, 2014. At first, Orkut was the default and most popular social media interface among users Indian and Brazil.

Orkut peaked at 19 million users in India and 34 million in Brazil when it lost its top spot to Facebook, 2014. The company was famous among the population that born during the 80’s and 90’s, and technology workers and users, and students. During that period, to become a member of a social media site meant that you well connected in the realm of technology.

It was easy for users to become a member of Orkut; within one-year Orkut had over 1.5 million communities. It had a clean interface, sophisticated and straightforward, which made most natural for users to navigate.

Users could have rated each other – how friendly, sexy, cool or trustworthy they perceived each other to be. Even more, the company honored and respected the privacy of all its members, as it displayed in the selection tabs. In a short span of time, these features enabled Orkut to spread into millions of friends and communities.

Throughout Orkut existence, 77% of Brazilians’ relied on social media usage for shopping and social networking to research products. The result of Brazilian’s lawmakers banned on outdoor advertisements. Seemingly Orkut arrival satisfied a niche market as a substitute – provider of online ads.

Even so, what caused Orkut to lose stable ground in social media marketing, in the fifth largest online market in the world, Brazil?
In the same year, Orkut was introduced to the market a few weeks later Facebook was launched. Perhaps, Orkut was just a participant listener to the users of their services and not an unobtrusive listener.

An unobtrusive listening requires social media marketers to search for conversations that are happening about their brand and product through social media platforms external to the company’s platform. On the other hand, participant listening requires social media marketers to join groups and study them as an inside member.

Undoubtedly, Google realized the reasons that collapsed their extended social media interface.

Orkut users wanted a better working platform; one that did not limit the number of friends that any user could enlist, an interface with less default blockage, easier ways to upload and share photographs and online videos.

The platform failed in meeting the needs of its audiences. Therefore, they began having fewer consumers and usage of their social media services; in the end, they replaced by another culturally appropriate social media platform – Facebook.

Surely, Orkut could have met their audiences demand, instead of dissolving the business. The exit strategy incorporated by Orkut might have offered them the best ROI, instead of the company building better brand experiences through behavioral branding for its audiences.

Did Orkut incur a lost or they posted a profit?

In September 2011, Orkut had more than 50 million registered users’ data.
Even though, Orkut and Duulin Buks belong to separate industries; Duulin Buks uses social media services, while Orkut was a social media provider. There is a lesson here for Duulin Buks to learn, listening to the message of its social media audiences is essential to aid in strategy development; strategies that encourage the best brand experiences for its audiences.

Perhaps the services provided by Weixin were studied and carefully implemented. Supposedly, Weixin might have tailor content to meet their audiences’ expectation based on their appraisal.

What do you think?

According to social media experts, it is the best practice for any company to tailor content to meet their audiences’ skill and knowledge.

So, your answer might be too late, whether it is for or again my thesis; Weixin already an established and rated highly successful in their strategies used in social media marketing that granted their social media platform one of the leaders in the social media industry.
It seems intentional that Weixin goal is to make social media products part of the social media users life.

Weixin started in 2011, and by 2014, the company had more than 300 million active users in China, Southeast Asia, Europe, and America. Weixin is a famous Chinese social media network app, which is like WhatsApp in the United States.

Today multimedia marketers need to take note of the reciprocity relationship between social media platforms and their users.

The afterward, develop content surrounding the findings in reciprocity relationship between social media platforms and their users.

Do you think this was part of Weixin strategy in creating their social media marketing plan?

Another added factor that might contribute to Weixin success is the simple messages and easy to use interface that is skillfully crafted based on their audiences’ characteristics (i.e., demographics, personality) and cognitive factors (i.e., attitude, motivations, self-efficacy, habit).

The company’s regional marketing strategy has developed two separate platforms – WeChat an English based version of the Weixin, the Chinese mainland version. WeChat designed for overseas or international audiences. It has a similar interface and many of the standard features as Weixin.

Even so, according to the company, WeChat was developed to stratify its English-speaking audiences and readership. While Weixin complies with the interest and desire of its Chinese mainland-based audiences; their platform uses the Chinese language. Even more, Chinese mainland users, Weinix interface is sensory to satisfy the social media regulations of the Chinese government. No so are the regulations of WeChat English based audiences.

Whenever a user first downloads the app from the any of the App Store the determination of whether WeChat or Weixin is verified by the user’s phone number, which identifies the location/region of the user. WeChat and Weixin use different servers, the data for both platforms stored in distinct parts of the world.

Supposedly, you might have a better understanding of the company’s self-efficacy of their audiences’ engagement and constraint on their behavior. The self-efficacy mechanism is important for the company’s social media audiences to adopt and continuously use their products and services. Indeed a brilliant expansion method for Weixin.

However, do you think Weixin will be successful in other countries?

On the other hand, Weixin all-in-one platform carries most of the features present by several other social media platforms – not in one on the same page by the same company. Most likely, Weixin studied the other competitors’ interfaces and decided to make their all-in-features available to their targeted audiences’ preferences, young, urban smartphone owners. Also, Weixin must have considered their targeted audiences’ age groups, ethnicity, incomes range, gender, and others for them to become such a leading entity in the social media providers’ marketplace.

Importantly, Duulin Buks should consider the intricate value of its audiences’ analysis before venture into the social media arena. For instance, Duulin Buks targeted audiences characteristics – demographics and personalities, and even their cognitive factors such as their attitude, motivations, self-efficacies, and habits that might influence their adaptation, engagement, and support are values to consider.

Duulin Buks makes and publishes books written in the Jamaican language, Jameikan. The company’s latest innovation is its eBooks.

Some might feel the pain, while others hear pounding sound of the anguish, or connected to the trauma they saw. Even more, they have taste the bitter knowing that it not sweet, still other smell the burning as we should not pass through.

Today, it might be me, tomorrow it might be you, but our sensitivity become connected to the world to a world of experience we might have to endure.

What can I do to help you might ask?

At least I could spread the word, danger ahead. Look out everyone; it is something you might endure.

It could not have been greater; Facebook breast cancer awareness meme make it so viral as we all know someone or acquainted with some with the experience of the beast.

Aha, you think that breast cancer only meant for women? Not so. The message was spread by both men and children, as well.

Even so, you men might not realize, 400 men died from the disease in 2012, while another 1600 diagnosed men lives to fight the breast cancer with had thought only to affect women.

Supposedly, Facebook breast cancer awareness meme triggered the debate in communities that caused The Centers for Disease Control to add the importance of men affected by the disease, and they too should acknowledge the awareness in the fight against cancer. Even though, The Centers for Disease Control argued that color pink in the seemingly brand awareness campaign kept male purposefully out of the communities’ viral messages.

Facebook breast cancer awareness meme garnered the attention of critics, and the message worked well in every community without concrete information about goals in the fight against cancer.

You would think that the debate stops there, without a meaningful end. No! Facebook breast cancer awareness meme inspired and mobilized an audience – volunteers, greater donations to breast cancer research and cure organizations.

There is even more to the story; it happens while I am in class, Social Media Marketing. Facebook breast cancer awareness meme created the thesis for our social media discussion, which left some unanswered questions.

Why would thousands of social media users want to participate and share Facebook breast cancer awareness meme with their friends? What do you think?

It seems as if the story was heartfelt emotionally by many, something they might have experienced or known someone that undergone the experience. Breast cancer is beyond social media users control, but it is a cause for their concerns. 

The social media meme might seem short of the value that has a rational purpose, but it causes experts and social media marketer to add the importance of the value of practical, real-life mobilization efforts – volunteering, signing a petition, writing a letter or build communities effort in stabilization.

Action-oriented mobilization approaches in social media message will transform an audience into more interested, knowledgeable and vested advocates for emotional, social causes and not just the products promoted by social media marketing.

In the same way, Duulin Buks social media marketing steadfast representation of the Jamaican language and the culture is not for just profit, but to educate using the Jameikan in writing, speaking and understanding their language.

Do you know the answer to the topic?  Well, it started with a few individuals unsatisfied with the options available online in purchasing prescription lenses began with as little as $2500, in 2015. Today, Warby Parker hire almost a hundred employees.

What strategy did Warby Parker deploy that granted them today’s high level of achievement in the market?

It seems likely that other competitors might want to copy Warby Parker’s marketing strategy. It seems obvious that their Free Shipment and “Home Try-On Campaign” might answer the question. Anyone would think that there should be more to the story that granted them their position in the marketplace, today.

Indeed, it is a good thing for anyone to try on five different pairs of eyeglasses of their choice in their own comfort and space; avoiding the paying of extra fee and time spent in the store.

Even more, some say that the company deploys an untraditional method in marketing, which is allowing word of mouth promotion securing the sale of their product. It does not seem unconventional to me, it looks like the first method that was used sales in the days of old. It is more than an experience, you will find the pair eyeglasses of your choice.

I have not worn prescribed lenses, but it seems likely that I will be purchasing a pair of their sunglasses it is appealing to me. Peek inside their assortment, you too will find that therein a couple awaiting you. At first, the idea seemed far-fetched to me, “purchasing sunglasses online!”.

The company’s simple to use website and convincing community channeled argument enabled the decision. In a few more days I will receive my five pairs of sunglasses to choose one pair and return the rest to the company.

Anyone would think that such a business strategy would have warped into the return of goods not suitable for sale another time. But, no so for Warby Parker! The company wants you to have the comfort and trust in yourself satisfaction. Not just one size fit all. Can you see the difference in their marketing strategy? If you do, then inevitably you become a consumer of their product, as well.

I know you might agree that social media marketing could create a challenging environment for any company to nonlinearly target an unknown person without the push of dazzling images and a targeting audience.

I too will incorporate some of the old fashion ways of marketing with the use of technology to create the social media market for Duulin Buks. Duulin Buks makes and publishes books written in the Jamaican language, Jameikan: Puzzle, Comic, Graphic Novel, and others. Is there a place for Duulin Buks (a small company) in the social media marketplace to inspire its audiences? If you know that answer, please let us know you might stand the chances to become a free subscriber to all the company’s publication.

Continue reading “How did Social Media help Warby Parker Create an Impressive Brand?”