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Zoey Case Study Essay

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Zoey Case Study Essay
1. Which, if any, of these three social media plans should Foley pursue? Why? Foley should pursue more Online Marketing media plans and embrace the emergence of Web 2.0. Specifically, Foley should allocate some of it’s traditional advertising media dollars towards Facebook due to its longevity and it’s ability to capture the online movement’s four cultural values: consumer co-creation, social affiliation, digital self-expression and sharing. Consumer co-creation involves consumer’s creating and getting involved with the online platform. Facebook allows the creation of profiles and engages the consumer by involving them to publish content that embodies their personalities. Facebook also allows event invitations to be sent out to users which …show more content…
How should Foley integrate social media into her traditional media plans? Should Foley take money out of traditional media (television, magazine, radio, Internet banner and search ads) to fund her social media programs? Why or why not? Foley should take money from internet banner advertising and put it towards the Facebook and Zwinktopia media plans. According to a 2007 survey, Alloy Media +Marketing discovered that children between the ages of 9-17 felt violated when banner ads appeared on their personal profile pages without their permission. In addition, a media study that video preroll ads on online video sites proved to be twice as effective as ten banner ads on the same site. Foley should also consider taking additional advertising dollars out of television magazine and radio media platforms since consumers media habits have been steering away from these platforms and towards social media and newer technology like music downloads on ipods. Between 2006 and 2007, online advertising is predicted to grow six times more quicker than traditional media. In addition, Foley should highly consider taking advertising dollars away from banner display ads. Since consumers are becoming more prone to “banner blindness,” which is when consumers learned to recognize the banner ads format and as a result ended up ignoring the ads, click through rates have dropped from .75% to .20% in …show more content…
Through social media, Foley wants to increase UnME Jeans sales by encouraging dialogue about the brand among consumers. Foley’s advertising agency presented her with options for three social media outlets – Zwinktopia, Facebook and YouTube. Consumer engagement is at the heart of Web 2.0 market strategy and several different types of metrics can measure the amount of brand awareness: Zwinktopia Amount of time spent at UnME site Number of times the same visitor returns UnME store Number of times the visitor engages with UnME products Facebook Number of active fans of UnME page Number of likes for UnMe page Number of times page has been shared with other users Number of mentions on user wall posts Number of comments on UnME page YouTube Number of fans for video Average viewer rating Number of times video has been shared Number of comments on video Foley can use the metrics listed above as a way to determine the effectiveness of the media. These metrics are tangible and measurable numbers that can be used to understand consumer behavior. For example, UnME Jeans can measure if the transaction was via Zwinktopia and Facebook, if consumers who purchase the jeans learned of the company through social media, and conversion and retention ratios can be measured, and so on. Foley should stay away from traditional metrics. In the past, advertisers have overloaded consumers with messaging that “talks to” them. Considering that consumers see
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