activity 7: ‘misused’ social technology

• About Domino Pizza Korea.

Domino Pizza, is a USA pizza chain restaurant founded in 1960 at the Domino Farms office park. It has 10,000 worldwide corporate franchised stores in 70 countries. 1990 Domino opened the first store in Korea, now has 340 stores around the country. One of the most popular pizza brand along with Pizza Hut.

• What when wrong and the consequences

Domino Pizza opened their twitter 14.05.2010, after only one and half month they got 7.700 followers. For brand name to be exposed and sell more pizza they made event which was targeting the power-twitter (who has many followers). 

The event strategy was simply that if the event participant get more follower give extra discount on pizza purchasing. MIN(1000won-about$1AUD:0-100follower)~MAX(20,000won-about$20AUD:more than 1901follower)

However, (Event strategy leads to loss of control and brand reputation)

Loss of control:To get more discount people start to follow each other who they don't even know. The follower number was boomed up, but Domino had no solution to deal with and twitters start to call this event "Domino zombie". As the event went opposite side of their planning Domino pizza just shut down the event after a few days later.

Loss of money (resources) & reputation: During the event periods minimum more than a thousand people get discount coupon, which means Domino Pizza sell 1000 boxes of pizza for $1, also as the event close down earlier than the origin date consumers got antagonistic feeling toward the brand.

Rogerson's 8 Ethical Principles.

-Honor

-Honesty

-Bias

-Professional Adequacy: the action was out of the limits of capability

-Due care

-Fairness

-Consideration of social cost:not accountability and responsibility action followed as they just shut down the event

-Effective and efficient action: the event sets up idea definitely not efficient, which cause big financial damage to the company

• How to avoid 'misuse' in the future?

It is true that once enterprise loss control on online, too hard to fix from there. Therefore, in the beginning business planners need to critically check the strategy, whether the strategy reasonable to make positive impacts on their business. Moreover, there always should be plan B for when plan A has gone the wrong way. Also, I would recommend to be more responsible for your customer rather than just shut down the event.

Reference

Jung. (2012, November 8). 엉뚱상상 블로그 라이프 :: SNS를 이용했던 기업들의 실패 사례. Retrieved from http://ddungsang.tistory.com/455

acticity 6: Return on Investment (ROI)

Overview of #showyourcolour campaign

  In 2012, as Beats launched new colored headphones they want it to inspire people to create big movement toward their product. For doing this they know that self-expression and individuality are the key source for the target audience, which means more opportunity to self express will  bring more loyalty and engagement. To start this beat took #showyourcolor campaign in the 2012 London Olympic. They encourage Olympic stars to express themselves with headphones in their national colors by taking photos and upload to the Olympic event web page. Following the Olympics the campaign went to around the world to invite young people to express and celebrate their uniqueness. This event made high quality of profile installations and fans were invited Facebook and Instagram which resulted achieving the goal - creating an army of Beats fan.

ROI for the #showyourcolour & Benefits

Tangible benefit

• Commercial success: Beats accounted for 80% of all premium headphone sales in the US during the holiday season in 2012, 50% of all head phone sales. Reaching out 180 countries.
• Additional 1.7 million fans joining the Beats Army, 76% growth Instagram followers, a 57 % increase in YouTube subscriber.

Intangible benefit

• Established the brand as a leader in the global culture of self expression

My Reflection about their ROI approach

 
  My first word for the campaign is "clever", the Beats have found the exact source (self-expression) to engage the audience.  And they have combined this with the world biggest event Olympic which promise to have audience from all around the world. Also, using young althetics was good enough for fascinating young people to yearn to be like their Olympic stars. As can see from their stormy success on the campaign, the clever gradual movement deserves this results.


Reference
Holloman, C.(2014). The social media MBA guide to ROI :How to measure and improve your return on investment. Hoboken: Wiley. 

activity 5: retail sector with social technologies

About the North Face

 The North Face is an outdoor product retail company which started in San Francisco. In 1966 it started as a small mountaineering retail store,  the name of the company (North Face) came from northern hemisphere where the coldest and iciest route for mountain climbing.  For about 40 years of company paths, North Face become most famous outdoor product brand that specialized for outerwear, footwear, backpacks as well as ski & snowboarding equipment. It has now many retail stores not only in the United States, but also worldwide such as Europe, Asia, Latin America.

How did North Face Implements with social media.

Planet Explore + Facebook, Twitter, Youtube, Instagram, bloggs

Planet Explore is a community platform designed to encourage people to involve with outdoor activities such as hiking, running, skiing, camping, biking etc.  By using the plat form people able to find local outdoor events, see local park and browse the location before you start your activities.

It is also have important functionality which is connecting all the social media service, Planet Explore LINKS with Facebook, Twitter, YouTube, Instagram and blogs. It means you can log in to the page with our Facebook password without creating new ID, Password.  Also you will be able to publish the picture & video of your activities will post on You Tube and Instagram at one place.

Mckinsey’s  value ”lever” added on North Face Case

Marketing and sales / customer service

As the Platform create a community, people inspire each other for more outdoor activity and business aspect they will figure out what the people desiring for. Also by using the social platforms, promoting of interaction with customers and give care for them via social technologies.

Reference

McKinsey&Company. (2012). The social economy: Unlocking value and productivity through social technologies. Retrieved from http://www.mckinsey.com/insights/high_tech_telecoms_internet/the_social_economy.

activity 4

LG Electronics Inc.  is a South Korean  electronics company, founded in 1958 as Goldstar which established right after Korean war to provide electronics to very destroyed nation by war. LG produce almost all of electronic garget include televisions, home theater systems, refrigerators, washing machines, computer monitors, and smartphones

Now the company employee 82000, more than 100 different location around the world, achieved USD 53.10 billion Goldbal sale on 2013.

How do they implement enterprise 2.o for marketing their area with blog?

It’s called (social LG Electronic)---http://social.lge.co.kr/ 

First of all, as you can see from the blog name, LG choose the blog as communication platform with their customer & any other blog viewers, on the main page they have gathered all LG Electronic’s Network with Twitter Facebook and LG NEWS ROOM so that the blog visitors can browse variety of information also reach out their service within the first single web page.

Main top menus…

LG STORY

It tells about LG what is new item, how they design, what is the employee plans

View

The blogger-LG communication partner & opinions-experts

Power blogger and different sector experts telling stories about new IT trends & culture & living etc to blog reader

Conversation

Open conversation with customer

customer can upload  word that could be debating, asking, or showing opinion… at the beginning they had many bad comment from customer and it was challenge for them to kept the organization good reputation.  But they didn’t give up this page for interact with customer.

To sum up, there would be many contributing factor that would make the organization blog useful and benefiting the company. However, I believe very original reason that people do social media and blogging are to be connected and communicating with people. Moreover, for enterprises listen and response is critical part for marketing.

Because of above the my belief, I have really enjoyed reviewing social LG Electronic as it really has focus on communicating and interacting with customer than any other thing.

References

Retrieved from http://portfolio.metapresso.com/showcase/social-lg전자/

Activity 3:

There is no doubt that implementing Enterprise 2.0 will bringing better changes for organization and it is hard to find the companies not engaged with one of those platforms 

However many companies have either stayed away from using social media tools or failed to have good results....

So here I wanted introduce KML which uses social media right way to service their customer

First of all KML(Koninklijke Luchtvaart Maatschappi )  is flag carrier airline of the Netherlands, the oldest airline in the world, operates scheduled passenger and cargo service worldwide. KML has 7different social media platforms (Twitter, Facebook,Pinterest, Instagram, LinkedIn, Google+, and YouTube plus blog) which used for publishing latest news, answering question, marketing.

What they do with the platforms.

KLM surprise

basically the KML surprise campaign team will look at passenger’s twitter profile to find out their character, with this information they bring little surprise gift to remove the waiting passenger boredom.

Meet and seat

the idea is provide passenger a chance to seat with somebody they wanted by accessing other passengers Facebook and Linkedln profiles.

Tile and inspire

KML ask customers to design tile and winners piece will be put on to air craft.

KLM Must See Map

Traveller planning their own map for destination and ask tips from Facebook friends.

To sum up, while I was researching about KML it had negative comment saying that KML's been staking by reviewing customers profile, and I agree some bit because they haven’t let the customer know before the profiling but also, the point of "optimize the tool” for their business, KML’s way of utilizing SNS tool is brilliant, it is easy access and in the end people being happy who does not like surprise gift????

References

Give your flights a spin in 3D on Google Earth – OpenFlights. (n.d.). Retrieved from http://openflights.org/blog/2009/02/23/give-your-flights-a-spin-in-3d-on-google-earth/

KLM - Royal Dutch Airlines. (n.d.). Retrieved from http://www.klm.com