Do It Right The First Time

This blog is a response to chapter 4 of the groundswell textbook called “strategies for tapping the groundswell” for my MARK4474 course.

Chapter 4 discussed using the POST method as systematic framework for assembling your plan when it comes to tackling the groundswell. Simply, POST stands for people, objectives, strategy and technology (Li & Bernoff, 2011, p. 67).

I think that using the POST method is a great way for companies to create a good foundation from where they can leap off of. Many companies make the mistake of thinking that they have to do something because someone else is, or they want to do something for the wrong reasons. This can lead to failure, and cause confusion amongst your target audience. It’s always a good plan to put your best foot forward – and the POST method can help companies do that.

Here’s a quick overview of POST, and how I would look at things if I was a social media marketing specialist at AMA.

People. Who are your customers? How do you think they’ll react? What are they currently doing?

  • In chapter 3 I looked at the Social Technographics Profile of both males and females aged 35 – 44. A majority of them were joiners and spectators, with some being critics as well. I think that many people in this age group are involved in social media somehow – as many use it to keep in touch with family members. If they saw AMA was actively using the groundswell, they’d want to keep in touch with us as well.

Objectives. Set goals. Are you interested in listening? Talking? Energizing? Supporting? Embracing?

  • Because I know that a majority of my target audience are spectators, it seems logical to set AMA’s goal as talking. Talking includes, “using the groundswell to spread messages about your company (Li & Bernoff, 2011, p. 68).” They are also joiners, so I know that they will be on the social media sites AMA will talk on.

Strategy. What are the steps that need to be taken to make your goal a reality?

  • My strategy would be to get the different business units involved (travel, insurance, rewards) to make sure that they understand the objectives of the social websites we use, and also ensure that they understand why I may reject certain content suggestions. I would also make sure that everyone on my team is on the same page as well.
  • I would then ask for the business units to brief me in on their campaigns, so I can become more involved and do digital marketing and social posts that integrate with their campaigns. By doing this, I am spreading the message about what AMA is doing, and the same message is being promoted across all mediums. Because of this, our campaigns will have a higher reach and frequency.

Technology. What technology are you going to use? Blogs? Social Media? Etc?

  • I’d use social networks – the biggest one being Facebook. If people like our page, then I know that they would want to hear more from us. Twitter would be another good one, if the message is brief and works for the medium.

To wrap things up, another mistake a company can make is to ignore the groundswell. A company that doesn’t evolve with the times is not going to succeed. By using the groundswell properly after considering the four components of POST, a company can be successful in achieving their goal and in turn, improve their business.

This short video also sums it up nicely – a business is almost “irrelevant” if they don’t use social media, but even when they do – they have to use it right.

What’s your favorite example of a company using social media right? 🙂

-B.


Bibliography

Li, C., & Bernoff, J. (2011). Groundswell. Boston: Harvard Business Review Press.

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My Favorite Things – Week 2

Hello again!

This week of my favorite things will feature different categories than the last. Partially because last week’s favorite things (ex. food, drink) are the same for this week (I just can’t get over that San Pellegrino Limonata and those macaroons were just too delicious!)

Some of this weeks categories may be a little “odd”.

Favorite Commercial

I’m a marketing student, and sometimes my teachers send me amusing things. This commercial, in particular, is genius and hilarious! It was uploaded 5 days ago, and almost has 24 million views! Click here to watch this awesome Pepsi commercial.

Favorite TV Show

This week, Supernatural is still my favorite show. However, I think that Arrow deserves an honorable mention. I’m all caught up, and awaiting the next episode that comes out on March 20th. Arrow is about a spoiled playboy millionaire who, after 5 years of being stranded on an island, returns home and becomes a hooded vigilante, wielding a bow and arrows. I think it’d be incorrect to say he is a modern day Robin Hood, because he doesn’t steal from the rich to give to the poor. Usually, he just ends up killing them.

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Oliver Queen, played by Stephen Amell.

Favorite Music

A few days ago Monstercat posted a new album called Aftermath, which is almost an hour of electronic music! I’ve listened to it quiet a few times already, and was glad to see that some of my favorite songs were in the mix. You can choose to support the various artists by buying it or you can listen it on Youtube here. I just love how the video includes people’s memories and comments about Monstercat and the artists.

Favorite Daydream

Yea, this category is a bit different. But hey, I do have a favorite daydream this week. While riding the bus home back from college, a song came up on my iPod – one that I overplayed way too much when I drove my car around my hometown. I just imagined myself, in my car, shifting gears, listening to the roar of my engine and cruising. It made me really miss my car… Unfortunately, it’s back home stuck in a garage. *sigh*

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My first car. For some reason, I really love yellow cars, and just had to have it. I ended up learning how to drive standard so I could buy it!

Favorite Makeup Product

(Guys can stop reading here :p)

Forever, I’ve used drugstore mascara, and my favorite one for a long time now has been the L’Oreal Voluminous Mascara. It lengthens and separates, it doesn’t clump and makes my lashes look a bit thicker. Mascara was one of those things I would happily go to a drugstore to buy, whereas other products I “needed” to go to Sephora for.

I subscribed to the ipsy Glam Bag in November when it came available to Canada, and have been really happy with the products in the bags (besides the last one wasn’t so great, but for $15, I can’t really complain). In one of the bags, I got a mini version of the “They’re Real” mascara by Benefit, and it’s my absolute favorite mascara now! It’s similar to the other mascara I mentioned, but it does the job better and has a brush that works better on my lashes. Is it worth the more expensive price tag? Hmmm… I’m not sure yet!

Thanks for reading!

What’s your favorite thing this week? 🙂

My Favorite Things – Week 1

Hello internet,

I’ve decided to try blogging – let’s see how long this lasts. I’ll make an honest attempt to at least make more posts like these, because my New Years Resolution was to have a more positive outlook on life. Don’t get me wrong, I’m not a pessimist… I’d like to call myself a realist. However,  it’s good to take a step back and appreciate the little things in life, and ignore everything else.

Favorite YouTube Channel:

Mike Falzone

He’s a pretty cool, down-to-earth kind of guy. He makes music and vlogs, and responds to comments and tweets a lot, which is awesome!

Favorite Food:

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Anything from The Duchess Bake Shop is delicious, like these macarons!

Favorite Drink:

I am addicted to this stuff. It is delicious!

Favorite Video Game:

Guild Wars 2! I bought this game when it first came out, played it a bit and forgot about it. I recently got back into it, and it’s a blast with or without a friend! Unlike a lot of other MMO’s (like WoW, which I used to play) you don’t have to pay per month, which is nice.

This is my warrior in front of the cooking station… I’m kind of obsessed.

Favorite TV Show:

Supernatural! I’m currently on season 7 (almost caught up) and I can’t stop watching! There are so many twists and turns, and just when you think you’ve seen every monster imaginable, there’s something new! I could go on forever about this show and write a fan-girlish essay, but I’ll stop here so I don’t bore you.

Sam, Dean and Castiel.

Well, I think that’s it for this blog post. I’m all blogged-out, haha.

-Brittany