Digital Marketing
SOCIAL MEDIA CREATES VALUABLE ASSET TO STARBUCKS & HARLEY-DAVISON BRANDS
(DIGITAL MARKETING RESEARCH PAPER)
PRINCIPLES OF INTERNET MARKETING
(IMC489)
March 19, 2012
Social Media Creates Valuable Asset to Starbucks and Harley-Davison Brands According to a quote by Sarah Morning, OgilvyAction’s planner, “With the creation of Web 2.0, we are seeing the emergence of a new type of digital consumer, who is no longer simply a passive ‘site-seer’ on a fixed consumer journey but an independent explorer craving freedom, adventure and companionship. The challenge for businesses and advertisers is to engage with the active digitraveller as well as the passive digitourist.” (as cited in Quotebank: Digital). This quote refers to the power of Web 2.0, using digital sources for marketing, to connect brands to consumers through electronic signals like internet and mobile phones. As a result, consumers are no longer regarded only as passive receivers of brand production or brand messaging but they also are now playing important roles as active providers to tell businesses what can best satisfy their needs. Social media networks, like Facebook (friend connections), Twitter (micro-blogs), YouTube (video and pictures), are the key to the success of digital marketing platforms, which allow businesses to conduct communication with consumers faster and easier. In addition, social media is a very powerful channel that can create a valuable asset for brands in terms of building new customers and keeping long-term relationship with existing customers. Since these two groups of customers are now seeking to buy products and services from companies which can listen to them and provide what they want; therefore, social media gives businesses a great opportunity to have a deep social media engagement and can connect their brands with potential customers (p. 9). Social media marketing can add value and build success for many high profile brands, such
(DIGITAL MARKETING RESEARCH PAPER)
PRINCIPLES OF INTERNET MARKETING
(IMC489)
March 19, 2012
Social Media Creates Valuable Asset to Starbucks and Harley-Davison Brands According to a quote by Sarah Morning, OgilvyAction’s planner, “With the creation of Web 2.0, we are seeing the emergence of a new type of digital consumer, who is no longer simply a passive ‘site-seer’ on a fixed consumer journey but an independent explorer craving freedom, adventure and companionship. The challenge for businesses and advertisers is to engage with the active digitraveller as well as the passive digitourist.” (as cited in Quotebank: Digital). This quote refers to the power of Web 2.0, using digital sources for marketing, to connect brands to consumers through electronic signals like internet and mobile phones. As a result, consumers are no longer regarded only as passive receivers of brand production or brand messaging but they also are now playing important roles as active providers to tell businesses what can best satisfy their needs. Social media networks, like Facebook (friend connections), Twitter (micro-blogs), YouTube (video and pictures), are the key to the success of digital marketing platforms, which allow businesses to conduct communication with consumers faster and easier. In addition, social media is a very powerful channel that can create a valuable asset for brands in terms of building new customers and keeping long-term relationship with existing customers. Since these two groups of customers are now seeking to buy products and services from companies which can listen to them and provide what they want; therefore, social media gives businesses a great opportunity to have a deep social media engagement and can connect their brands with potential customers (p. 9). Social media marketing can add value and build success for many high profile brands, such
Bibliography: Adweek. (2009, April). How Harley-Davidson Drives Mobile Marketing, Facebook. Retrieved from http://www.adweek.com/news/advertising-branding/how-harley-davidson-drives-mobile-marketing-facebook-105714 Baker, R. (2011, November). MarketingWeek: Harley Davidson launches crowdsourcing Facebook app. Retrieved from http://www.marketingweek.co.uk/harley-davidson-launches-crowdsourcing-facebook-app/3031761.article Brand Management, Social Media Bresciani, S., Mandelli, A. (2010). Branding in Social Media: Evidence from Starbucks, Harley-Davidson and Ryanair. Retrieved from http://www.ecch.com/educators/products/view?id=94099 Brito, M Choueke, M. (2010). Bring digital to life by building relationships. Marketing Week (01419285), 33(30), 20-21. EngagementTdb. (2009). Most Engaged Brand on Social Media. Retrieved from http://www.docstoc.com/docs/8713606/ENGAGEMENTdb-Most-Engaged-Brands-On-Social-Media Gembarski, R Haga, S. (2010, April). Communication Tool: How to use Social Media to Prepare for a Crisis. Retrieved from http://hagasr.wordpress.com/2010/04/18/crisis-communication-tool-3/ Hannouz, M. (2011, December). The Cross-Channel Conversation: “A Look Back: The Best Facebook Campaign of 2011.” Retrieved from http://blog.neolane.com/socialmedia/facebook-campaigns-2011/ Klara, R Littleton, T. (2011). Social Media Reputation: Harley Davidson. Retrieved from http://www.mysocialmediareputation.com/Featured-Brands/Harley-Davidson.aspx McNaughton, M. (2012, March). Twitter Campaign: Harley Davidson Fans Share Stories with #StereotypicalHarley. Retrieved from http://therealtimereport.com/2012/03/13/twitter-campaign-harley-davidson-fans-share-stories-with-stereotypicalharley/ Morning, S Petersen, R. (January, 2010). Harley, human behavior and Saab. Retrieved from http://barnraisersllc.com/2010/01/harley-human-behavior-and-saab/ Sherman, L. (2011, April). Demystifying Technology and Social Media: Howard Schultz on the Importance of Social Media for Business. Retrieved from http://boomertechtalk.com/howard-schultz-on-the-importance-of-social-media-for-business/ Wakefield, K York, E. (2010). STARBUCKS GETS ITS BUSINESS BREWING AGAIN WITH SOCIAL MEDIA. Advertising Age, 81(8), 34.