Monitoring ASOS Online Shopping’s Social Media

It is imperative for organisations to not only utilise social technologies in their business practice, but also regularly monitor their social media accounts. There are many advantages that organisations can attain by doing social media monitoring. Social media monitoring assissts the organisation to measure the effectiveness of marketing strategy among their target market. After measurement, the organisations are able to evaluate and adjust their approach to satisfy the needs of the market. Additionally, social media monitoring can also help the organisations to identify untapped market and investigate any negative perceptions that might develop into a crisis.

ASOS.com is a world-wide online fashion and beauty retailer offering a range of products including womenswear, menswear, footwear, accessories, jewellery, and beauty from branded and own lable product lines. ASOS has websites targeting the UK, USA, France, Spain, Italy and Australia.

ASOS-LOGOThis blog will discuss an analysis of social media monitoring on ASOS website by using HowSociable. HowSociable is one of monitoring tools to measure a brand’s impact on the social web. It provides a quick analysis of brand presence by calculating initial scores.

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Magnitude score provides an indication of the level from 0 being the lowest and 10 being the highest of activity around a brand during a given week. It can be seen that from September 30 to 7 October 2013, Asos website has scored 6.8 which is quiet high. Aside from measuring the activity of the website, HowSociable also has social site metrics across 36 different social media platforms. ASOS has scored 6.8 on Twitter and 6.1 on Facebook. This demonstrates that ASOS has been actively and constantly engage in those social media sites. ASOS only get 4.1 out of 10 on YouTube which is pretty low. It means that ASOS need to increase the level of participation on YouTube by uploading more videos. Lastly, ASOS has not used LinkedIn yet as it was showing 0.0.

The ROI of Social Media on New Product Launch

Build upon the previous blogs, it can be concluded that social technologies are undoubtedly beneficial to be utilised in the organisations. This blog will discuss the measurement of the effectiveness that social technologies could bring to an organisation which commonly known as Return on Investment (ROI). ROI can be simply calculated as below:

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(Image courtesy of Watson, 2013)

The discussion will be based on a case study of a new product launch, Colgate Wisp.

Colgate-Palmolive is an American based multinational consumer products focused on the production and distribution of health care and personal products such as soap, detergents, and oral hygiene products (including toothpaste and toothbrushes). Colgate-Palmolive used a number of social media platforms and video sharing sites to launch Colgate Wisp, a mini disposable toothbrush. Their mission was to introducing this new product category to young men and women aged 18 to 25 year old who care about their initial appearance to the opposite sex or among a group of other people.

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(Image courtesy of Dailysteals.com, 2012)

The overall strategy was creating a creative platform called “Be More Kissable” throughout a collaborative social technology tools as listed below:

  • YouTube online video. The content of the videos were about entertaining themes such as  comedy, dating, and relationships.
  • “Spin The Wisp” Facebook application. This application allow users to send virtual kisses to random or selected friends.
  • A photo competition “Face of Wisp” to be the most kissable person in America. The participants entered the contest by uploading a photo to its website and received a widget that enabled friends to vote for them which was shared via Facebook and MySpace.

The campaign was a big success as can be seen from the numbers below:

  • More than 4 million views on YouTube
  • 10% click-through rate for the Facebook App
  • More than 6 million total engagement of widget installs, video views, and app plays
  • $44 million sales after 7 months in the marketplace

Aside from those tangible benefits, the campaign also achieved intangible benefits specifically for the product and generally for the company including:

  • An increase in brand awareness and brand equity
  • An increase in consumers engagement
  • Developing brand reputation

In conclusion, it is imperative for organisations to not only using social technologies in their practice, but also measuring the effectiveness of those tools to calculate the ROI that they can achieve.

A Social Media Disaster: #QantasLuxury Case Study

In week 3 blog post, I wrote about the advantages of utilising social technologies for a company, with Air New Zealand and Malaysia Airlines as the examples. In this blog entry, I will focus on how social technologies could jeopardise a life of company if inappropriately used.

Qantas is a world-wide known Australia’s largest domestic and international airline. Qantas has been operated since 1920 and employing for more than 33,000 people both in Australia and overseas. Similar with other major companies, Qantas has also incorporated social technology to better communicate and build relationship with their customers, including Facebook, Twitter, LinkedIn, YouTube, Instagram, and RSS Feeds.

In November 2011, Qantas had an online competition on Twitter by asking the followers to tweet their luxury experience with a pair of first class pyjamas as the prize. This Twitter competition was run a week after Qantas grounded its fleet as a result of massive Transport Workers Union strikes, leaving thousand of passengers stranded at the airports.

qantas-luxury-tweet(Image courtesy of tnooz.com)

Unsurprisingly, instead of receiving favourable tweets of Qantas service, sarcastic comments about the labour relations battles with the unions and fleet grounding have filled the #QantasLuxury within minutes. Qantas had managed this issue quite well by taking down this competition and hiring four social media managers.

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(Image courtesy of Author)

This Twitter hashtag disaster has become a critical lesson for Qantas to construct their Social Media Policy (SMP) in association with applicable legal risks. Additionally, Qantas has to form an excellent internal communication team with expertise in managing social media as well as crisis communication. This unsuccessful campaign has addressed one of legal risk matrix discussed by Dundas Lawyers which is a risk of reputation. From this social media backlash, the strong reputation as number one carrier in Australia’s airline industry could be threatened. In order to avoid the same mistake, Qantas has to create a clear and strict guidelines for its employee to manage social media account.

A Revolutionary Way of Banking: CommBank Kaching for Facebook

“With Facebook popularity skyrocketing for more than 55 per cent of the population in Australia, we know our customers, particularly Facebook’s core user base 18-35 years olds, are looking for new ways to connect their banking and their lives, friends and causes inside Facebook,” CommBank’s Chief Marketing and Online Officer, Andy Lark.

Have you ever thought to make a payment on your Facebook account? Australia’s leading provider in financial services industry, Commonwealth Bank (CommBank), has made it happen through its most innovative payment app, CommBank Kaching for Facebook. CommBank Kaching for Facebook has been designed to provide users with a convenient way of payment that can be done at anytime and anywhere within the social media platform. The app allows users to send individual and group payments to Facebook friends on the social media site by using their mobile phone number and email address. In addition, this app can also be used to send gift payments and request a payment from Facebook friend list. Aside from those services, the app also has other common functions such as viewing an account balance and transaction history as well as transferring money between accounts.

128366-kaching-on-facebook(Image courtesy of News.com.au)

McKinsey Global Institute 2012 report discusses the benefits and value implementing Enterprise 2.0 using the 10 Social Technology value levers across several functional areas to improve business value chain in the organisation. Likewise other companies, Commonwealth Bank has also utilised social technologies through YouTube, Facebook, Twitter, LinkedIn, and Google Plus to actively connect, communicate, and engage with their customers. Additionally, CommBank is also able to promote their products and services at no cost to their targeted customers. In that sense, CommBank has benefitted social technologies from a marketing and communication perspective.

Authentically, CommBank has successfully collaborated a mobile application (Kaching App) and a social media site (Facebook) to create a revolutionary way of banking that has not existed before. The collaborated app has proven that CommBank is not only using social technologies for marketing, but also for social commerce purpose. Facebook as a world’s number one social media can facilitate transactions through the Kaching App which provides the customers with a more advanced and convenient way of payment. The utilisation of social technologies across different organisation functions has demonstrated CommBank as a thought leader company in banking industry.

(Video courtesy of YouTube)

Web 2.0 in the Airline Industry

The utilisation of Web 2.0 for business purpose has become a prevalent thing in today’s digital world. More and more organisations from different sectors have powerfully used social media, predominantly Facebook and Twitter to promote their business and engage with their customers.

The airline industry is one of the many industries that has been effectively utilising social technologies in providing support for their customers to experience the best services. Each airline company might have different business objectives in using social media. In general, the airline companies employ social media tools to increase brand awareness, build close relationship with their customers through active conversation and interaction, and listen as well as respond to any customers’ enquiries on time.

The increased number of airline companies using social media tools has forced each company to be more creative in executing their social media strategy in the competitive market. Here are the two examples of airline companies that use social technology tools in a different approach and how their strategies related to Wikinomics business model.

Air New Zealand has become known for its innovative approach to the onboard safety briefing in order to attract the attention of passengers on board by showing unconventional briefing videos. The most successful video is the airline’s Hobbit themed clip which has already been viewed by more than 10 million people on YouTube. It is clearly enough that the airline is being opened to its passengers by showing their resources on board in an engaging way.

Aside from that, the airline has also actively engage with their customers in a complete package of social media tools consisting Facebook, Twitter, YouTube, Pinterest and Google+. Through “Inspire Others by Creating #AirNZMoments”, the airline ask the travellers to share their best moments to the world by taking travel images along with a scene-setting phrase. This clever idea has proven that the airline is matching the other three concepts of Wikinomics. By using hashtag, everyone who is interested in this competition can easily look at the other passengers’ pictures and share their pictures with each other. Additionally, the airline is also acting globally as everyone from around the world can participate in this competition.

(Video courtesy of YouTube)

Malaysia Airlines has a program called MHbuddy which other airlines might have not the similar program yet. This program is being implemented in Facebook application, which travellers can book a flight, check in and look up friends at the same destination on Facebook. It also allow travellers to get seats together. The transparency of knowing other passengers and letting other passengers to know your seat enables the travellers to be peering with others to make their journey become more enjoyable, especially if they travel by themselves.

MHbuddy(Image courtesy of Author)

In conclusion, Air New Zealand and Malaysia Airlines has proven that they have been implementing social media in their business practice.

8 weeks (and more) journey to be a Web 2.0 Consultant

Hey INB(N) 346 fellow students and (possibly) other bloggers! I started this blog a while ago as part of my assignment for subject KCB206 New Media: Internet, Self and Beyond and now I am utilising it again to build my digital presence and contribution in the wider community. In the future, I hope to use this blog as part of online resume along with other social media that I have.

Let’s start our 8 weeks (and more) journey to be a Web 2.0 Consultant with basic yet important question below.

What makes a successful and awesome blog?

  • A catchy heading, introduction and conclusion

What is the first thing that you see from a blog? YES, it is HEADING! Capture the interest of your visitors or readers with a catchy, snappy, and creative heading. Heading does not have to be a one line of boring sentence, it can be a question, a quote, or anything that makes the readers scroll down their mouse and read the rest of your blog. Similar with the heading, be catchy, snappy, and creative to introduce and conclude the content of your blog.

  • A unique format, content and design

Seriously, a blog is not the same with a 2500 words of academic essay. So you are allow to and you should combine your writing with other media such as pictures, videos, and links that related to your content. Be unique, personalised, and consistent throughout your blog posts. Talk to your readers, do not give them a lecture 🙂

  • A regular interaction, contribution and engagement 

Explore other blog posts written by INB(N)326 folks and beyond in the world! Read the topic that you are passionate in, if you are interested in photography, look at the photographers’ blogs and so on. As mentioned by Samara’s 8 Tips to Successful Blogging, find the people that have common interests so the conversation are ongoing. Visit their blog, read their story, leave them a comment and link to their blog!

I promise you these 5 points as my blogging strategies

  1. Research the topic and plan the content carefully
  2. Embed any related media and social media links
  3. Add appropriate tags and categories if necessary
  4. Promote my blogs through social media
  5. Link and comment on other blog posts

blog_thinker(Image courtesy of JollyBlogger)

Honestly, I do not read personal blogs very often. I am more interested into marketing and technology based blogs which I am passionate about.

  • mUmBRELLA – It is the fourth most influential Australian-based marketing blog. It was first introduced by my lecturer in public relations class. Mumbrella contains a discussion of everything under Australia’s media and marketing umbrella. The articles are written by professionals in advertising, marketing, and public relations fields. I read it in a regular basis as it is very updated, informative, and credible.
  • Mashable – This blog focuses on social media and digital world, connected each individual and practitioner into a one massive website. It is not only informational, but also providing the readers with creative thinking, tips and tricks as well as visual representatives.

Do you have any comment, question or burning ideas that you would like to post? Please do so! Thank you for visiting my blog and I look forward to visit and comment on your blog. Let’s create our journey to be a Web 2.0 Consultant in 8 weeks (and more) together!

Legal or illegal?

Would you like to still spend your dollar on purchasing one of your favorite movies if you could download it from BitTorrent for free?

If you were kindly to spend your money to buy a legal DVD, you will gain a great self satisfaction as it has high quality image and sound. As supposed, if you were prefer to download it from BitTorrent, you will probably get a slightly less quality movie but it is definitely free. Unfortunately, by choosing the second option you will become a consumer of pirated movie which officially violate the internet regulation.

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Piracy is a huge global issue that jeopardizes entertainment industries over the past decades which has yet being completely overcome. Tess Martin wrote that according to AFACT (2011) a third of the Australian population is active user of movie piracy. Traver (2010) refers law as discipline and punishments whereas technology as techniques for self-control and for power over others. Technology allows user to have freedom in utilising the internet to communicate and disseminate information. However the freedom itself is not an absolute freedom, it is restricted by the law and internet policy. sjmackie92 states that the term of service should be considered to represent a moral of conduct in new media world.

REFERENCES

BitTorrent. 2012. Accessed May 5, 2012. http://www.bittorrent.com/

Tranter, Kieran. 2010. “Stories of Human Autonomy, Law and Technology.” Bulletin of Science, Technology &Society, 30 (18): 18-21. Accessed April 28, 2012.http://bst.sagepub.com.ezp01.library.qut.edu.au/content/30/1/18.full.pdf+html.

You Wouldn’t Steal a Movie. 2008. YouTube video, posted February 9. Accessed May 5, 2012. http://www.youtube.com/watch?v=-KEeGkLzOeI

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