Social Media as Advertising Platform: Case Study

Social Media as Advertising Platform: Case Study The report represents an analysis of the promotional strategies implemented by Love for Food. The company has chosen social media as its promotional platform. The complete report has been presented based on identified aims and objectives. Among various measures available to study the performance of effectiveness of marketing strategies, such as A/B testing, multivariate testing and assessing Facebook analytic, the Facebook analytic model has been chosen. With the help of AIDA model, the discussion identifies that the company has not been successful to initiate effective demand due to flaws in promotional strategies. The reflection provided in the study shows this analysis has been very informative to enhance knowledge about the use of Facebook Insights. The discussion puts forth a study of web analytics. The report is presented in the scenario of a firm Love for Food. The business has chosen Facebook as the medium of promoting the business. The report will put forth a brief background of the study and the enterprise. It will identify key aims, goals, objectives and research questions for the discussion. Many strategies of research will be evaluated. Based on the evaluation a key strategy will be selected. The discussion will also put forth a process of experiments based on theoretical perspective, a data analysis will be presented by identifying effectiveness of the marketing strategies. A brief reflection will be presented by addressing key factors identified in the study. In the end, the discussion will be concluded by providing a concise summary. Background Love for Food is a bakery company based is an UK-based bakery firm. The organisation is considering to take online shopping as its key business domain. It has chosen Facebook as a feasible online media to sales its products (Facebook.com, 2017). Since, this platform is cost effective and offer high degree of reach (Bharadwaj, et al., 2013). But, it is imperative for Love for Food to assess the effectiveness of Facebook to promote the services. The study will focus on web analytics using Facebook insights to assess the effectiveness of this tool (Selwyn Facer, 2007). The enterprise has been successful to generate likes and shares of by promoting its Facebook page. But, the firm wants to enhance the outcome more to ensure better success of the business. Aims, goals, objectives or purpose: The key aims, goals, objectives and purpose of this study has been put forth as below. Aims: To assess the effectiveness of web analytics in promoting the businesses. Goals: To enhance the promotional activities of the company by ensuring better result. Objectives: The key objectives of the study are as mentioned below. To identify the effectiveness of web analytics to measure the effectiveness of promotional activities of the firm? To identify key drawbacks lies in the promotional activities of the organisation. Purpose: This study will facilitate Love for Food to improve its promotional strategies. The enterprise will also be able to assess the probable return on investment it will be able to get in short term and long term perspective (Miller, 2012). The analysis will also facilitate the organisation if it will be successful to meet it anticipated target more effectively. Questions: Based on the above discussion following research questions have been identified for this study. How much is the web analytics effective to measure the effectiveness of promotional activities of the business? What are the key drawbacks in the promotional strategies of the organisation? Selection of experiment area: Strategies: There are many strategies available for the company to develop for conducting experiments (Young, 2014). These are multivariate testing, A/B testing and creation of Facebook pages and posts. Each of these strategies is discussed and justified as below. Multivariate Testing: In this process of testing various interlinked variable are modified to assess the impact of the result. This analysis helps to identify the one combination which is effective for the enterprise (Wang, 2014). In the context of Love for Food, the firm will be able to assess the effectiveness of its different marketing promotions with changing scenario. But this will take much time and make the whole process costly (Chaffey, et al., 2012). Thus, this method of analysis will not be effective for the company. A/B Testing: In this process of testing, the enterprise will be able to test data based on single variable. This is effective for simple projects. But, the projects which have many critical data and interlinked operations, will not able to generate effective analysis from this study (Segura, et al., 2016). The A/B testing however also helps to identify an effective channel of promotions. The Love for Food will require undertaking many promotional tools such as social media, advertisement on television and newspapers (Royle Laing, 2014). But, this will raise the cost of project. Because, it is not feasible for the organisation to make presence in those media. Hence, this method of study will not be feasible for the organisation. Creation of Facebook pages and posts: in this process of method, the business will be able to assess the market demand for the product more effectively (Abell Brewer, 2014). The firm will be able to develop many customised solutions and information. The likes, shares and comments provided by the organisation, will facilitate the enterprise to identify the popularity and attractiveness of its strategies. Love for Food can implement this strategy in cost effective and timely manner (Gerlitz Helmond, 2013). Therefore, this process of analysis will be feasible for this study. Method for conducting experiments: Owing to the feasibility of the process of creation of Facebook pages and posts, Love for Food chose this method of conducting the experiment. Initially, a Facebook account was created. The account was logged using the user id and the password as articulated by the company.       Figure 1:1st Step Creation of the page was the second step after the procedure of logging in into the account. Figure 2:2nd Step Figure 3:3rd Step In this step, the page was selected and was ready to be created. Figure 4:4th Step The primary purpose of creating the Facebook was to connect with the people by using a brand, business or a cause. In this case, the cause or community was chosen to continue with the further step. Figure 5:5th Step By clicking on get started and after writing the name for the page, the Facebook page was created as illustrated below. Figure 6:6th Step Figure 7: Page Created The creation of the Facebook page has enabled the company to attract a number of people at the same time. The page also got about 30 likes. The page has also been receiving comments for the photos and the videos that were uploaded by Love for Food. Hence, this procedure has been useful in the attainment of the objectives. Analysis of your experiment area: Page Views: The above analysis of data identifies that the company has become successful to generate 37 views for its Facebook page. The page was run for 3 weeks. Within this small period it has been successful to generate sufficient views. The above chart also shows the sources of views was not only from facebook.com, but also other key websites such as likestool.com, traffup.net also facilitated to increase the number of views the page. This shows the company can get higher reach through Facebook promotions. Page Likes: The above data shows that the enterprise has been able to increase the likes of the page from 17th Feb to 17th March. The firm has been successful to the likes of pages to a certain extent from 15th March. The above chart also represents that the number of likes has been decreased drastically from 16th march. This represents that the business has not been successful to sustain its market presence. According to the AIDA model, the enterprise requires to attention generation, interest development, desire generation and resulting action i.e. purchasing of services (Hassan, et al., 2015). But, above analysis shows the company has been successful to generate attention for the product. It has also been successful to develop interest (Wang, 2014). But as the organisation has failed to sustain these factors for long, it has not been successful to generate desire and purchase decision. Thus it failed to meet its target of generating high degree of return on investment from the projectReflections upon the use of Facebook/Facebook Insights: Pages on Facebook are public in nature and hence, the engagement with the pages are also public. Initially, with the incorporation of Facebook Insights in my project, I learnt that Facebook insights assists in providing insights to the managers of the page along with the activity of the people on the page (Bharadwaj, et al., 2013). I learnt that Facebook insight is a powerful tool for the individuals who are determined towards the tracking of the interaction of the user on the fan page of the Facebook. It can be seen by each and every admin of the page. I also learnt that it aids in understanding the performance of the page with the help of graphs. In the course of using Facebook insights, I learnt that we will also be able to recognise and determine the best time of the day along with the best day of the week for posting pictures and contents on the Facebook page (Gerlitz Helmond, 2013). Further, it is also mandatory to mention that I also learnt that Facebook Insights are also useful in understanding the use and power of a particular content or post (Frick, 2000). One of the most important things that I learnt was it is a tool that is constantly updated which helps in reflecting the developments in the page. Hence, it is essential to keep a check on the loop. The study identifies that the company has chosen social media for promotional perspective. Since, it is cost effective and has high reach. The other process of analysis for studying the effectiveness of promotional strategies thus has been rejected. These promotional strategies can be identified as multivariate analysis and A/B analysis. The analysis of data also shows; the organisation has been failed to meet its promotional objective as it has failed to sustain the interest. In theoretical perspective of AIDA model (Ward Peppard, 2016), the enterprise has not been quite successful in generating demand and purchase intention for its products. However, the study has been very beneficial and informative to develop analytical skills. So, it will add value in academic and professional endeavours. References Abell, L. Brewer, G., 2014. Machiavellianism, self-monitoring, self-promotion and relational aggression on Facebook. Computers in Human Behavior, 36(1), pp. 258-262. Bharadwaj, A., El Sawy, O., Pavlou, P. Venkatraman, N., 2013. Digital business strategy: toward a next generation of insights.. s.l.:s.n. Chaffey, D., Smith, P. R. Smith, P. R., 2012. eMarketing eXcellence: Planning and optimizing your digital marketing. 2nd ed. s.l.:Routledge. Facebook.com, 2017. Love For Food. [Online] Available at: https://www.facebook.com/Love-For-Food-264565583984164/[Accessed 17 March 2017]. Frick, T., 2000. Return on engagement: Content, strategy, and design techniques for digital marketings.. London: Taylor Franci. Gerlitz, C. Helmond, A., 2013. The like economy: Social buttons and the data-intensive web.. New Media Society, 15(8), pp. 1348-1365. Hassan, S., Nadzim, S. Shiratuddin, N., 2015. Strategic use of social media for small business based on the AIDA model. Procedia-Social and Behavioral Sciences, 172(1), pp. 262-269. Miller, M., 2012. B2B digital marketing: Using the web to market directly to businesses. London: Que Publishing. Royle, J. Laing, A., 2014. The digital marketing skills gap: Developing a Digital Marketer Model for the communication industries.. International Journal of Information Management, 34(2), pp. 65-73. Segura, S., Fraser, G., Sanchez, A. Ruiz-Cortà ©s, A., 2016. A survey on metamorphic testing. IEEE Transactions on Software Engineering, 42(9), pp. 805-824. Selwyn, N. Facer, K., 2007. Beyond the digital divide Rethinking digital inclusion for the 21st century. UK: Futurelab. Wang, P. e., 2014. Graphical representation of multivariate data. 2nd ed. London: Elsevier. Ward, J. Peppard, J., 2016. The Strategic Management of Information Systems: Building a Digital Strategy. London: John Wiley Sons. Young, A., 2014. Brand media strategy: Integrated communications planning in the digital era. Basingstoke: Palgrave Macmillan.

Creative Response: Clueless

I could tell Tai’s grieving period would be considerable, unless I found someone to take Elton’s place right away. The next day in class a new guy named Christian came into my class and he was hot. Okay, okay I know I said I would find a guy for Tai, but I suppose there’s no harm in finding one for myself also. During the next few weeks I did what any normal girl would do. I sent myself love letters, flowers and candy. Just so he’d see how desired I was. Just in case he didn't already know. You also have to show a little skin.This makes them think of you naked which makes them think of sex. I invited Christian to a party and we danced all night long. Maybe too long. I could tell he was falling in love with me you know, like he even ignored every other girl that night. Diary Entry 2 Christian and I spend all of our time together. We even went shopping together, which was a plus because I wouldn’t have to find Tai or Dionne every time I had a fashion emergency. I would never be caught alone shopping. I mean could you imagine me, shopping alone? How embarrassing would that be right?Diary Entry 3 Even though I never pay that much attention to those beneath me, Travis the skateboarding pothead had been coming up in many conversations around me. I decided I would investigate the matter. So I asked Tai what everyone was doing. I mean they were talking about baloney head Travis! Tai told me that Travis won like some massive skateboarding competition and has like five sponsors now. She said that he is practically famous. What is wrong with people these days? Thinking that skateboarding is a great enough skill to make a person become famous.Please, I could do better things in my sleep. Diary Entry 4 It’s been four weeks since I found out about Travis and his new found fame and to be perfectly honest I thought it was going to be his fifteen minutes of fame but that’s not how it has turned out. Everyone has been talking abou t him and almost all the attention has gone from me and onto to him. What is so great about him anyway? He does a few tricks on a plank of wood with wheels on it, big deal. I don’t know why everyone is so hyped up about him. I mean today I saw a freshman with a picture of him in her locker!I was all like get real he is just the same old pothead he was a month ago. ? Anyway back to me. It’s been a month and Christian still hasn't made a move on me. I'm not ugly, I've been checked by a doctor for that. There must be something wrong with him because I know it’s not me. I would talk to Tai about it but she seems angry at me for some reason. I suspect it’s because I promised to find her a guy and I still haven’t, but I mean it’s really hard. I have to pay attention to my love life first right, and I can’t talk to Dionne about it, she has her own relationship problems.Plus I think she has been dragged into the Travis fandom anyway, and who wants to hear about Travis all day? Not me! Diary Entry 5 I am seriously concerned that this whole Travis thing is not a phase. I heard someone say in gym class that he doesn’t even come to school anymore. He just gets paid to skate all day and the teachers are fine with it. How can all the teachers just let something like this happen to me? Especially Miss Geist and Mr Hall. After all I have done for them they should be letting me do whatever I want, not Travis. What has he ever done for them?I’m sick of my school not paying attention to me, and let alone my supposed friends Tai and Dionne. Like I pretty much created Tai’s popularity she should show a little gratitude. I am the only one at this school that hasn't completely lost my mind over Travis. Diary Entry 6 I’ve broken things off with Christian. We had been practically been dating for almost two months. I mean we went shopping together, had sleepovers and made fun of everyone’s love for Trav is together but he never made a move. I tried to kiss him once but he turned his head and I kissed his cheek instead, I was not happy.So now I have no one. Christian hangs out with some new French guy, Tai hates me and I am pretty sure she’s has her eye on Josh, ew I don’t know what she sees in him. Dionne is now the leader of the Travis fan club and has no time for me anymore. So it’s just me and my dad. I don’t understand how or why this has happened to me. Diary Entry 7 I’ve decided that I have let this Travis thing go on for far too long, and I am putting an end to it all. By the Travis thing I mean me being less popular and losing all my friends and Travis not being a good citizen and helping me, a girl in need of his help.He has only been thinking about himself while I am having the biggest crisis of me life! He should really be less selfish. Diary Entry 8 I spoke to Travis about my situation and because he now knows how selfish he was being he has decided to help me, on the condition that I think less about helping myself and think more about other people. To be less selfish myself I’ve decided I will give Tai tips about what Josh is interested in, I will take her on a shopping spree, and I’ll help Dionne with the Travis merchandise, like making posters and t-shirts.I also bought Christian and his French buddy new tuxes to wear to the winter prom. So now it’s Travis’ turn to help me. Diary Entry 9 Travis told me that he had already helped me by showing me that I wasn’t the only one who always needed help. Travis is smarter than I thought. He is a nice person and I am grateful for his help. I may have misjudged him before. I have my friends back at my side. Tai is dating Josh. Dionne has her fan club running smoothly and she is still happily dating Murray. Christian announced that he has fallen in love with his French guy, and I found out how much I really like Travis.We have been goin g out for two months now and life is great. I wouldn’t change it in anyway. Rationale The text is Cher’s diary. It starts when Cher, Tai and Dionne are sitting and talking about Elton and Tai feels rejected. Cher says that she will find Tai a guy but she never does. Then Cher falls for the new guy, Christian. She forgets about her friends and while she is distracted by Christian, Cher loses all her popularity to the newly famous pro skater Travis. After a while Cher loses interest in Christian and realises she has lost her friends and her high status.She asks Travis to help her win her popularity back. Travis helps her become less selfish and Cher’s friends forgive her and take her back. Cher then falls for Travis. In Clueless Cher does not learn any lessons and does not realise that the way she acts is selfish and unkind. Cher gets her own way and never learns that there are consequences for her actions. The alternate ending I have written teaches Cher not to j udge a book by its cover and that everyone does not always like the way she treats them. Travis teaches her to be less selfish and Cher discovers how much she actually likes him.

15 Fascinating Facts About Honey Bees

Should Abortions Be Legal - 970 Words

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