Dallas Business Consultant Elijah ClarkDallas Business Consultant Elijah Clark

Evolving Consumer Behavior – Case Study

CompanyEC’s (CEC) current marketing plan is not currently aimed at engaging the online consumer behaviors identified in the Meet the Connected Consumer study. The reason for this is not that CEC finds these studies irrelevant. It’s due to CEC simply not having the strongest of marketing plans. Currently, the marketing plan is to create backlinks mainly within forums and blogs within its niche market. Nonetheless, CEC does have its company brand within the most popular of search engines and social networking websites. What CEC could do to improve its marketing for this study is to place more ad dollars and marketing within the areas mentioned. A majority of CEC’ consumers have a MySpace, Facebook and Twitter account. With that knowledge, CEC could benefit greatly from advertising within these markets.

Being that CEC is an online-based company, using this consumer study for its marketing techniques could allow for the company to gain a true understanding of its online consumers. CEC could easily implement most of the web 2.0 techniques into its own company. Previously, the tag cloud technique was used on the main page of the website. However, this was removed due to room for further marketing. In addition, RSS feeds and social bookmarking tools are currently implemented within the website.

While this consumer study can be beneficial to use for marketing, it would also seem to be most affective with a dedicated team member to handle this portion of the marketing on a regular basis. This type of marketing needs to be kept and updated regularly, possibly on a daily and/or hourly basis. Assigning the task of keeping these techniques updated will be the best method to create its success. In addition to marketing, creating online contest and awards can also encourage user interactivity within the social networks (Welborn, 2009).

The Internet and customer behavior

The Internet isn’t changing the way that CEC’ customers behave mainly because the business has always been an Internet business. The only difference is the locations in which CEC is marketing itself. It has previously been marketed within locations such as Craigslist.org, Backpage.com, Yellowbook.com, and other local advertising websites. With the internet changing and advancing with user interacted web 2.0 websites, the business now has the opportunity of being marketed on broader networks such as Facebook, Twitter, MySpace and LinkedIn. In the order to create success within the web 2.0 market place, CEC needs to join this social online environment and make its brand positively known (Eikelmann, Hajj, Peterson, 2007).

With the thousands of additional social networking, blogs and forum type websites, CEC has a greater opportunity to build its brand name. Searching for the keyword “CompanyEC” on search engines will bring up a large list of the websites links and name within other websites. Currently, CEC has as many as 120k backlinks.

What the development of new websites and the growth in online networking, the Internet has been created as the largest marketing tool for CEC. This is done through a combination of CEC’ own online marketing and through previous customers promoting the brand online through their social networks. This allows for CEC to be found through many new, relevant and trusted sources on the Internet.

There hasn’t been any noticeable difference in how the users view the website or company or any changes within their decision-making process. Visitors are still looking to visit the website and find what they are looking for quickly with as little amount of clicks as possible.

Shifting behavioral patterns

CEC’ current marketing efforts are capitalizing on the shifting behaviors of its target audience. Ways in which is does this is through social networking websites, forums and blogs. With each of these online networks growing in users and in popularity, CEC has found many opportunities in joining these networks to build its brand name.

In addition to CEC’ own marketing techniques, potential and past consumers are also discussing the services offered through the company. While searching through the Internet for the company’s name, it has showed up on many additional forums and blogs through users own discussion postings. CEC has found that the company name in these situations is being used as references from previous customers or questions from potential customers. With seeing the affects of this type of marketing, CEC has placed high priority on customer satisfaction, as the users experience is likely to be shared throughout the Internet.

Brand evangelists

CEC has some great opportunities to create and identify brand awareness. The ways in which it creates them is by providing them a valuable service and simply ask them to tell their friends. A happy customer is very likely to tell their friends of the service they received from CEC. Creating brand evangelists doesn’t necessarily involve rewarding the customer with free services. The best method that has been proven successful is by letting the customer know that they are appreciated as a customer and advise them to please tell their friends of the service they have received from the company.

Previous customers are also likely to socialize about the service they received form the company without being asked. If they are happy, they will likely tell everyone why they are. Whether a Facebook, Twitter or MySpace status update, blogs or forums, they will tell their story of success. Customer satisfaction goes a long way when creating brand evangelists.

Ways in which CEC can identify brand evangelist is firstly by joining and staying updated with its social networks and watch for when the company name is mentioned. Another method is by understanding the type of user that the service is being created for. If CEC is creating a website for a consumer that is socially active, then it needs to place a higher priority into making sure that they are satisfied with their service. These users are likely to express their service online and their users are likely to take the advice as coming from a relevant and trusted source. Users with large social networks are a great opportunity for CEC to create brand evangelist.

Another great opportunity for CEC to get involved with its consumers online is by incorporating widgets into the company website. These widgets can be used to allow for CEC’ site visitors to communicate their thoughts and share them on their favorite social networking websites with the click of a button.

 

Credits

Eikelmann, S., Hajj, J., Peterson, M. (2007). Web 2.0: profiting from the threat. Retrieved May 21, 2010, from http://www.strategy-business.com/article/li00037

Schmitt, G. (n.d.). Meet the connected consumer. Retrieved May 21, 2010, from http://www.slideshare.net/gschmitt/meet-the-connected-consumer

Welborn, J. (2009). The eight essential steps for successful social media marketing. Retrieved May 22, 2010, from http://www.indelibuzz.com/?p=362

Viral Marketing Plan – Case Study

The benefit of a viral marketing plan is to create a video that focuses on entertaining the consumer while providing valuable information on your brand and what it offers. The video should provide information on the benefits of the company. The concept of the video should be informative and intended for viewers to spread the video via word of mouth and websites they are members of.

After watching the video, the consumer should be inspired to visit your company, call, visit its website, and share the viral marketingvideo and information about your company to their friends.

viral marketing plan should be distributed on video uploading and social networking sites such as YouTube, Twitter, Facebook, and by using other multimedia embedding networks and websites.

Once consumers watch the video, the expectation should be for them to share it with their friends via social networking sites such as Facebook, Twitter, MySpace, YouTube and email. By uploading the video to social networking sites like Vimeo and YouTube, the video will have its own embed code and link so that consumers can watch the video and then either link to it from their social networking sites and email, or they can embed them directly onto their own websites.

The unique thing about marketing via a video on a media website is that those videos can also be viewed from a users’ cell phone. This is another way for users to find the video and view it. By having a computer with basic Internet access or by having a cell phone with media output, users can search for and view the promotional video.

Users may find this message by searching for it on multimedia sites, or searching through search engines video search for specific keywords. The main expected audience should come form word of mouth marketing and through social networking sites.

By providing consumers a viral marketing concept that is entertaining in value, they will natural be curious as to who created the video and what that company is all about. The video can attract new consumers that couldn’t normally be reached from graphic animations.  A viral marketing plan can easily create a positive image for your company while also providing valuable content for users to want to share with family and friends.

Internet Consumer Behavior and Analysis – Case Study

Unaware of Need:

Through the use of social networking, PPC, referrals, and directory listings, CompanyEC can generate awareness to its brand. Currently, it uses each of these marketing techniques besides that of PPC. Organic results for the keyword “Dallas Web Design” shows CompanyEC between the first and second pages of Google, first page of Yahoo and second page of Bing. There is far greater potential for implementing a PPC campaign so to address additional keywords to target. Previous statistics have shown that a majority of customers find awareness about CompanyEC through previous customer referrals. Getting involved within online networks, referral programs and campaigns will successfully and inevitably generate awareness of the brand name and image.

Aware of Need:

Potential customers will find awareness of CompanyEC and its services through the use of search engine marketing, affiliate marketing and online directories. The main focus to generate the correct awareness is by the use of relevant keywords and placing the company’s name within niche directories and affiliate websites. This campaign will need to explain to the user why CompanyEC is the best and why they should choose this company over the competitors within the market. In addition, this campaign will need to address the needs of the potential customers. To do this, keywords or key phrases could be used to draw-in the potential customers to the company.

Supplier Search:

Lead generations will come through directories, referrals, and other intermediaries. While directory leads help to generate leads, they will not be the main focus as they only generate a very small percentage of leads. Because most leads come through referrals of previous customers, including a referral program within the website may be a great way to reward previous customers for their referred lead. This reward system may also inspire more leads. Referral programs may also work best due to previous customers satisfaction of the service that they will sell to the potential customers. If CompanyEC focuses more on making sure that current customers are being satisfied, then this referral program will bring endless success.

Evaluate and Select:

CompanyEC will use its most popular and relevant content to persuade users in their purchasing decision. Statistics show that the most popular content visited by users consist of the web design portfolio page, the testimonial section, and the company’s “About Us” page. By making these pages with easy access and usability, this will allow for users to find what they are looking for with ease. In addition to making these pages relevant for usability, they will also include quick links to the “Free Estimate” form and the telephone number to contact the company for further details and to receive an estimate for services. The main pages of the website are designed to get the user to where they want to go within one or two clicks.

Purchase:

In order to facilitate a purchase, customers will first complete a free estimate form. This form is needed in order to create an accurate estimate. Those customers who have additional questions, may call in using the telephone number on the website. Nonetheless, the estimate form will be completed either by the user on the website or by the telephone representative that the potential customer gives the service details to. Once this form is completed, the customer will be sent out an official estimate email that will include a link to make a down deposit payment to get started on the project. This payment system is done either on the website or via PayPal.

Post-Purchase Evaluation & Feedback:

Once the user has completed purchasing their services, they will be offered a discount on their next purchase. This discount will be in a percentage depending on a date and service type. In addition, completing a feedback survey will also allow for the customer to express any concerns or testimonials that they have about their service. This will be beneficial for use with future customers and business practices. Another option to add as a reward for previous customers is the option to receive a cash or money-back reward for a service referral in which they will receive once that referral purchases and completes a service.

Conclusion:

CompanyEC’s current online marketing strategy is to first aim at being amongst the first page of Google’s organic results under the keyword of “Dallas Web Design.” Once this is accomplished and proven to generate more site visitors, the next step is to put focus on previous customers and referral programs. This marketing strategy will work best in this order as it allows CompanyEC to focus on one marketing avenue at a time without being overloaded as it currently builds its in-house team of designers. While focusing on progressing organically within the search engines, CompanyEC is also partnering with local companies to offer more services to its customers. Once these agreements and expansions are created, CompanyEC will then focus on heavy marketing through PPC, email marketing campaigns, referral programs, offline paper marketing and offline networking. Previous studies have shown that while this marketing strategy is successful, it isnt beneficial to gain too many customers until the company first expands on the inside. Once CompanyEC is ready to expand on the outside with its marketing strategy, using this consumer behavior and analysis chart will create an excellent guide to creating a successful marketing campaign for understanding its customers.

 

Credits

Richarme, M. (2005). Consumer decision-making models, strategies and theories, oh my!. Retrieved May 7, 2010, from http://www.decisionanalyst.com/Downloads/ConsumerDecisionMaking.pdf.

Future Now. (2002). The buying process leads to a decision to buy. Retrieved May 7, 2010, from http://www.grokdotcom.com/index10-15-2002.htm

Cheung, C. Zhu, L. Kwong, T. Chan, G. Limayem, M. (n.d). Online consumer behaviora review and agenda for future research. Retrieved May 7, 2010, from http://ecom.fov.uni-mb.si/proceedings.nsf/0/c9beda3ca328c8b7c1256ea1002c72b8/$FILE/16Cheun g.pdf.

Constantinides, E. (2004). Influencing the online consumer’s behavior: the web experience. Retrieved May 7, 2010, from http://www.utwente.nl/nikos/research/publications/ecpapers/constantinidespaper influencing.pdf.

Harris Interactive. (2008). Digital influence index study. Retrieved May 7, 2010, from http://technomarketer.typepad.com/FH/DII_2008.pdf

Chaffey et al. (2009). Internet marketing. (pp. 57 – 87). Upper Saddle River, NJ. Prentice Hall

SPAM!!! – What are the rules? – Case Study

Current Site Traffic

From a recent study, CompanyEC has found that we have a low level of returning visitors to our website. While we are receiving a high number of new visits per day, on average only 12% of our visitors per month are returning.

This is an issue that we have noticed and today I would like to introduce to you the solution on gaining more return visits.

The method that I will present to you today is called bulk email marketing. “A Direct Marketing Association study found that email marketing is second only to search engine marketing as a top method of driving traffic to Web sites.” This marketing will target users who have specifically optedin to our mailing list to receive updates on new sales, discounts and other company information.

In addition, this campaign will allow for us to lower the cost of developing promotional hard copy, printing, packaging, postage, and other material. Email marketing is also known to yield a much higher response rate than traditional mailings.

What is SPAM?

If you have ever heard of the term bulk marketing, then you have probably also heard the term SPAM used to describe it.

The question is, what is “spam”?

SPAM is the acronym used for Specifically Persecuted Advertising Mail

The term spam was first used in the early 1990s to describe email messages, not related to the topic of discussion and postings that swamped newsgroups. Spam is frequently described as email that is sent in bulk; flooding the Internet with copies of the same message and forcing these unwanted messages on Internet users who might otherwise have chosen not to receive them. Rich, R. Lloyd. (1999).

Most spam is considered commercial advertising and it has received its bad name of spam due to it often relating to “dubious products, getrichquick schemes, or quasilegal services”. Spamming normally consist of targeting a bulk list of users simultaneously with theadvertisement. (Rich, R. Lloyd, 1999).


The CANSPAM Act

CANSPAM Act of 2003 is an acronym, which stands for: Controlling the Assault of NonSolicited Pornography and Marketing.

The CANSPAM Act of 2003 was signed into law on December 16, 2003 by President George W. Bush.  This law was the United State’s first attempt at a national regulation for the sending of commercial email.  The Federal Trade Commission (FTC) is responsible for regulating and enforcing the law. (Spam Laws, 2009).

The CanSpam act consists of setting the rules and regulations for commercial messages and emails. In addition, it gives the recipients the rights to have the sender of the spam to stop emailing them.

SPAM Penalties

The canspam act also has tough penalties for those who do get caught spamming without abiding by the rules of it. Violation of theCANSPAM Act is subject to penalties of up to $16,000 (Federal Communications Commission, 2010).

A wellknown case of spam involved the popular social networking site Facebook and Sanford Wallace and two others in February 2009 alleging they used phishing sites or other means to fraudulently gain access to Facebook accounts and used them to distribute phishing spam throughout the network. Sanford hacked into user accounts and sent as many as 30 million junk emails a day in the 1990s. (Mills, Elinor, 2009). 

The result of this case was that Sanford was charged and had to pay a fine of $711 million.

This is an extreme case of spamming that has a perfectly reasonable outcome. This kind of spamming should be penalized and this person should get what he deserves. However, we defiantly don’t plan to hack into accounts and utilize another company or websites server to our advantage. That isnt our goal, nor will we do it under any circumstance.

The fact is that unsolicited Spam has absolutely no benefits. It is unethical, notoriously low converting, and can even land you in jail – or leave you with millions of dollars worth of fines.

Bulk Mailing CanSPam

Our bulk mailing list will only include solicited advertising to an optedin list of users. We have no plans to spam illegally.

Despite its name, the CANSPAM Act doesn’t apply just to bulk email. It covers all commercial messages, which the law defines as “any electronic mail message, which has a primary purpose of commercial advertisement or promotion of a commercial product or service,” this could also include email that promotes commercial websites and its content.

The rules stand strong rather if they are sent to current, previous or potential customers. Businesstobusiness emails also have no exception to the rules. All emails must comply with the laws.

SPAM and the First Amendment.

Many have stated that spam is simply an act of our first amendment right. I myself personally agree. However, this right doesn’t give everyone the right to solicit their commercial business or product to anyone they choose or to however many email addresses they can find. No one wants to be solicited by products or services that they didn’t sign up for or products or services that they have no interest in.

And for that reason, our marketing plan has no desire to spam using this method. We will only market to those who are interested in our services. If they choose that they aren’t interested any longer, they simple unsubscribe to that newsletter. We aren’t going to make it hard for them. We don’t plan to keep pushing our service to someone who isnt interested. Because if we did, that wouldn’t benefit us.

The fact is that we will have people who will mark our messages as spam. We will have subscribers who unsubscribe to our mailings. We will possibly even get a few hate emails from prospects that are upset that their name is on our mailing list.

Nonetheless, if we create a great list of users interested in our services, which we will, we will ultimately have more sales. We will create a strong list of users who are glad that they have signed up for our mailings because they were able to find out when we had a new promotion or discount. We will have users tell their friends about our new service line. We will also have thank you emails from customers who are grateful that we are offering and promoting such great services.

With that said, while the first amendment does give us freedom to say what it is that we want to say. It works even better when we say it to people who want to hear it. People who will voluntarily sign up to hear what it is that we want to say. The plan is to create a list just like that. Our mailing list will include users who volunteered their information. We’ll create this list from asking current and previous customers. Any time a user signs up for our services, we will ask them if they also want to sign up for our newsletter program. In addition, we’ll add an optin box on our website which will allow for potential customers to sign up. By creating our list this way, we will create a strong list of subscribers who will be happy to receive our emails.

The question is, is it truly considered spam if we are marketing web design services to individuals who are interested in web design services? Should all commercial email advertising be punished because authorities consider it spam? No. I don’t agree with that, nor is that the law. We have never illegally spammed, nor do we have any plans to illegally spam.

The Advantages of SPAM

We wont be buying a bulk list of prospects in order to spam their email account.

In addition, we will also include a link so that users can easily unsubscribe to our emarketing service if they no longer wish to receive emails form us.

How we will follow the rules

The rules to spamming state:

Don’t use false or misleading header information.

In response to this rule, we will make sure that our headers are not misleading. A way to make sure of this is to match our headings to the message body. If the body of the message is to promote our upcoming sale on business cards, our header will read: Save on Business Cards

Don’t use deceptive subject lines.

Okay. We will make sure that we are truthful and accurate in our subject lines. If we are looking to promote our 10% discount on our web design services for a particular month: the subject title will read: Save 10% on a new web design.

Identify the message as an ad.

Our mailings will include words such as sale, discount and will clearly state that it is an advertisement. We wont confuse our subscribers to think that it is a personal message.

Tell recipients where you’re located.

Our mailings will include our website address, phone number, return email address and physical address information within its footer. If users wanted to contact us, they could do so easily.

Tell recipients how to opt out of receiving future emails from us.

Our mailings will include information on how to optout. This could include a link, which directs the users to our company’s optout web page. Here, users will be able to fill in their email address and press a button and they automatically become removed from our list.

Honor optout requests promptly.

We’ll make sure that our list is automated so that human error is less likely. Once the user clicks the optout button, they will receive a confirmation and our systems will be updated.

Avoid purchasing email list that may not have given valid permission.

We will be sure to create a list of users who have optedin only.  This will allow us to avoid upsetting recipients and will allow for us to create an accurate and targeted list of users.

(Federal Communications Commision, 2010).

Email Sample

The answer isnt to not spam, its to spam legally.

Here is an example advertisement of how we plan to use spam legally.

As you can see, this advertisement covers all of the guidelines.

  • Its clearly an advertisement as it mentions discounts and sale information
  • Has the company address and other contact information.
  • Has a clear header and subject.
  • Provides users with a way to opt out of receiving any further mailings.

 

In addition, it allows for us to

  • Market our company brand and image.
  • Advertise our services and products.
  • Let users forward to a friend
  • Connect users to our social networking sites

It’s a winwin for the recipient and for our company.

Conclusion

Yes: spamming is illegal. Mass unsolicited email is illegal. However, bulk marketing is perfectly legal.

The difference is that bulk email marketing can consist of an optin list of users who have signed up to a mailing list because they areinterested in the product or service. The legal part about this that we will utilize in our campaign is that it has a list of users who have optedin to receive these messages from the company.

We will be sending these users highly targeted advertisements. We don’t plan to send emails about vitamins or new techware. Users who sign up will be interested in our services and news and will be linked back to our company website.

These individuals will consist of a list of users who have already shown a deep interest in our services.

How we benefit

Utilizing email marketing to attract attention to our services is a very effective way to turn prospects into clients. With this service, we can keep our users updated and familiar with our website and services. Bulk email marketing is a great way of ensuring that we receive valuable and repeat customer visits.

Credits

Federal Communications Commission. (2010). Canspam: unwanted commercial electronic mail. Retrieved September 9, 2010, from http://www.fcc.gov/cgb/policy/canspam.html

Federal Trade Commission. (2009). The canspam act: a compliance guide for business. Retrieved September 9, 2010, from http://www.ftc.gov/bcp/edu/pubs/business/ecommerce/bus61.shtm

Mills, Elinor. (2009). ‘Spam king’ could face criminal charges in facebook case. Retrieved September 9, 2010, from http://news.cnet.com/83011009_31026406983.html

Zedtoo. (n.d.). Did you really mean to say spam is legal in the united states. Retrieved September 10, 2010, from http://www.zedtoo.demon.co.uk/nospam/legal.html

Scott Hazen Mueller. (2010). Frequently asked questions about spam. Retrieved September 10, 2010, from http://spam.abuse.net/faq/

Rich, R. Lloyd. (1999). Internet legal issues: spam. Retrieved September 10, 2010, from http://www.publaw.com/spam.html

Spam Laws. (2009). The canspam act of 2003. Retrieved September 10, 2010, from http://www.spamlaws.com/federal/index.shtml

eHow. (n.d.). How to abide by spam laws when sending mass emails. Retrieved September 10, 2010, from http://www.ehow.com/how_2040799_abidespamlawssendingmass.html#ixzz0zIZqFToq

Social Media Marketing Plan – Case Study

Whether you want to call it social media or Web 2.0, businesses have started joining into one of the fastest growing industries around. A survey by McKinsey & Company shows that nearly 1,700 businesses show that using Web 2.0 technologies have lead to increased conversions, successful marketing strategies, increased communication and the ability to provide better products.

“The most often-reported business benefits of Web 2.0 are a greater ability to share ideas, improved (and faster) access to knowledge experts, and reduced costs of communication, travel, and operations. (Chartier, 2009)”

Social media marketing

social media marketing plan should be aimed at creating an online presence within the micro-blogging networks such as Facebook and Twitter for your company.

By using an online platform such as Twitter and Facebook, it will allow for your company to promote the company name by blogging updates about the company as well as interact with followers and subscribers.

Along with blogging, other benefits of using a social media platform are:

  • Video updating and posting of commercials
  • Photos of events your company may have attended and posting new portfolio pieces
  • Discussion – allowing followers to ask questions directly from these platforms.
  • Link placement – adding back-links to texdesignstudio.com
  • Networking – allows for interacting with current and potential customers.

Facebook stats:

  • More than 350 million active users.
  • 50% of our active users log on to Facebook in any given day.
  • More than 35 million users update their status each day.
  • More than 700,000 local businesses have active Pages on Facebook.
  • Pages have created more than 5.3 billion fans.
  • Average user spends more than 55 minutes per day on Facebook (Facebook, 2010).

Twitter stats:

  • Total audience of roughly 18 million registered users.
  • Users are averaging 27.3 million tweets per day.
  • Annual run rate of 10 billion tweets (Ostrow, 2009).

Along with advertising your company for free using social media platforms, it will also allow for users to interact from their mobile devices.

Facebook and Twitter are also pushed as services that can and should be used through mobile devices. “Twitter users are more likely to use their cell phones to go online than the overall online population (Cheng, 2006).”

There are currently more than 65 million active users accessing Facebook through their mobile devices.

Knowing this will allow your company to further market to these users on their mobile devices as well as these social platforms. These users are also more likely to subscribe to syndicated feeds and text message advertising.

Our Audience:

Example: CompanyEC currently has a target audience of 18 years of age and above, and college graduates that have an income of $30k or above.

Quantcast user statistics:

Twitter:

  • 88% of Twitter users are 18 years and above in age.
  • 80% have a $30k and above income.
  • 55% are college graduates.

Facebook:

  • 79% of Facebook users are 18 years and above in age.
  • 84% have a $30k and above income.
  • 55% are college graduates.

Understanding the Audience

In order to better understand user response to this new marketing plan, we will provide users with a survey on texdesignstudio.com, which will ask questions regarding how and if they use these platforms.

  • Are they are interested in receiving news and discount updates from CompanyEC on these social platforms.
  • Do they currently follow CompanyEC on these platforms?

Twitter and Facebook currently make it simple for users to follow or become fans of users. If we add a “become a friend” widget on texdesignstudio.com, users can simply click on the widget and will instantly become a fan of CompanyEC’s facebook profile.

By adding a “follow us on Twitter” widget, users can click that widget and instantly start following CompanyEC with their Twitter profiles.

These platforms are relatively easy for any user to sign up with and start receiving updates within a few minutes. Users can link to CompanyEC’s profile and share with their friends on their own profiles.

CompanyEC will use these platforms to provide customers with article updates, blogs, discounts, and portfolio updates.

User Participation

Users will interact by contributing to articles and responding to blogs and other news and images that CompanyEC post within these platforms.

Marketing on these social platforms will allow CompanyEC to post information on corporate accomplishments and distribution of links that take users to corporate websites, promotional sites and other press release pages.

Social media user benefits:

  • Offer ‘insider’ discounts, specials and other values to followers only.
  • Participating in online social media groups will allow for CompanyEC to build a more personal relationship with past and potential customers.
  • Allows for quick access for customers to ask questions.

Being that texdesignstudio.com is written using a Joomla platform, we will be able to integrate it with Facebook and Twitter with little effort. By creating and adding a plug-in into this website, the content on these social platforms will automatically update once the website is updated by using the Application Programming Interface (API) provided by Facebook and Twitter.

Facebook and Twitter also have their own plugins that integrate with one another so that if information on one platform is updated, it will also update the other automatically.

Metrics

Google Analytics will help to show which platform users are linking from, how they explore the website and how visitor experiences can be enhanced. With this information, CompanyEC will have an improved return on investment, increase conversions and ultimately make more money on the web.

Tracking Users:

  • Allows for seeing how effective or ineffective the platforms are.
  • Which customer and customer segments are most valuable.
  • Which social media platform visitors are coming from and what they do on the website.
  • Will help to see what users like and dislike by analyzing bounce rate and time on website.
  • Which pages resonate with prospects and lead to conversions.

With using this metrics system we will also be able to get a better understanding of what site content users are most interested in and find out how effective our current content is.

 

Credits

Facebook (2010). Statistics. Retrieved January 29, 2010, from http://www.facebook.com/press/info.php?statistics

Ostrow, A. (2009). How many people actually use twitter? Retrieved January 29, 2010, from http://mashable.com/2009/04/28/twitter-active-users/

Cheng, J. (2006). Twitter users are mobile, urban, and engaged online. Retrieved January 29, 2010, from http://arstechnica.com/web/news/2009/02/study-twitter-users-are-mobile-urban-and-engaged-online.ars

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