Meteor Solutions: Measuring the Value of Social Media Marketing

2017 ◽  
pp. 1-22
Author(s):  
Mark Jeffery ◽  
Zev Kleinhaus ◽  
Twinkle Ling ◽  
Itaru Matsuyama ◽  
Thien Nguyen-Trung ◽  
...  
Keyword(s):  
Social Media ◽  
Large Scale ◽  
Success Factors ◽  
Vice President ◽  
Social Media Marketing ◽  
Video Gaming ◽  
Advertising Agency ◽  
Gaming Industry ◽  
Key Success Factors ◽  
Service Advertising

In March 2009, Steve Fowler, vice president of strategy and client service at full-service advertising agency Ayzenberg, had just completed what he considered to be one of the most innovative campaigns he had ever handled. Capcom, a leader in the video gaming industry, had just launched Resident Evil® 5 (RE5), the latest release of one of the industry's most valuable game franchises. RE5, a powerful asset with a passionate fan base, had warranted the use of an online viral, or word-of-mouth (WOM), campaign for its worldwide game launch. Although the creative work and appropriate media for the RE5 launch had been meticulously planned, Fowler was also interested in measuring the effectiveness of the campaign to better serve his client. In the past, measuring WOM was practically impossible. However, a software company named Meteor Solutions had found a way to do exactly that. Fowler and his team had worked with Meteor to execute several campaigns for other clients, but he had never applied Meteor tools on such a large scale. Fowler knew Capcom would want to hear specific WOM figures. What was the return on investment for the RE5 campaign and the implications for future campaigns? Had the Meteor tools provided comprehensive and actionable information, or was more work needed before these solutions could be widely used in advertising?How to measure the value and fully leverage social media marketing including key success factors, challenges, metrics and implications for future campaigns and other industries.

Social-Media-Based Knowledge Sharing

2018 ◽  
Vol 14 (1) ◽  
pp. 19-29 ◽  
Author(s):  
Shouhong Wang ◽  
Hai Wang
Keyword(s):  
Social Media ◽  
Knowledge Management ◽  
Social Context ◽  
Qualitative Analysis ◽  
Knowledge Sharing ◽  
Traditional Knowledge ◽  
Success Factors ◽  
Social Dimension ◽  
Key Success Factors ◽  
The Social

Social media continues to proliferate. This article presents a qualitative analysis of twelve cases of social-media-based knowledge sharing. The analysis reveals six categories of knowledge sharing in the social context. The analysis indicates that personalization of the organization entities and socialization of the participation on social media for knowledge sharing are two key success factors. The findings suggest that the social dimension, which has been absent from the traditional knowledge management models, broadens the scope of sustainable knowledge sharing practices in the digital society.

Trust Management Issues in Social-Media Marketing

2015 ◽  
Vol 5 (3) ◽  
pp. 47-64 ◽  
Author(s):  
Vikas Kumar ◽  
Prasann Pradhan
Keyword(s):  
Social Media ◽  
Business Strategy ◽  
Trust Management ◽  
Large Scale ◽  
Social Media Marketing ◽  
Business Partners ◽  
The Social ◽  
Customer Trust ◽  
Potential Customers ◽  
User Trust

Social Media provides a new channel to marketers and businesses to communicate with their customers and business partners and integrate this media in their business strategy. The large scale growth of the social media and its increasing users has opened up new marketing era for the businesses. However, with enormous growth of the social media and other online channels, the competition has increased worldwide. Correspondingly, the customer retention and satisfaction has come-up as the biggest challenge. It has become necessary to gain and retain the customer trust, so that the existing customers are retained and new customers are attracted. Trust management becomes the most important issue in the online environment to work closely with the existing and potential customers along with the business partners. Present work discusses the important aspects of entrusting, managing and maintaining user trust with the social media marketing strategies. The paper highlights the various prevailing models of the trust management and comes out with the strong arguments to facilitate the user trust for businesses using social media marketing techniques.

E-Business Planning in Morphing Organizations

2013 ◽  
pp. 286-312
Author(s):  
Sharon Cox
Keyword(s):  
Social Media ◽  
Large Scale ◽  
Success Factors ◽  
Business Processes ◽  
Business Transformation ◽  
Media Technologies ◽  
New Ways Of Working ◽  
Critical Success ◽  
Trading Networks ◽  
External Face

E-business has changed the external face of many organizations widening and extending access to products and services. This has required large scale changes to be made to business processes to accommodate new ways of working. Social media technologies have introduced a new wave of change through organizational trading networks. Further business transformation is needed to embrace the opportunities and challenges of social media technologies. This chapter presents a framework to help morphing organizations plan the business transformation needed to embed social media technologies within their e-business service provision. Business and technological maturity models are analysed and a set of maturity measures for e-business is proposed. The business transformation needed to embed e-business technology in organizational systems is discussed in two UK manufacturers. Dimensions of business transformation and critical success factors for adopting social media technologies are proposed from these cases.

From an “idea generator” to a “solution facilitator”

2019 ◽  
Vol 24 (1) ◽  
pp. 2-17 ◽  
Author(s):  
Pui Yuen Lee ◽  
Kung Wong Lau
Keyword(s):  
Social Media ◽  
Social Media Marketing ◽  
Traditional Role ◽  
Content Type ◽  
Role Identities ◽  
Advertising Industry ◽  
The Social ◽  
Depth Interviews ◽  
Service Advertising

PurposeThe rise of social media marketing has brought significant implications for advertising industry and its organizations. The traditional role of advertising professionals had been changing from a clear identity to an unclear one. However, previous research has studied relatively little about advertising professionals’ roles and identities or how they may be changing in the social media marketing era. The paper aims to discuss these issues.Design/methodology/approachA qualitative, interpretive approach was taken in this study. It involved 32 in-depth interviews with advertising professionals in advertising organizations differing in size, digital focus and ownership in different multinational full-service advertising organizations and digital organizations.FindingsThe findings indicated that the role of advertising professionals is innovating from a traditional “idea generator” to a “solution facilitator” in response to the social media marketing.Originality/valueThis study identified the key experiences of advertising professionals that they were found to have divergent role identities linked to their identification with traditional and digital organizations.

scholarly journals Key Success Factors (KSFs) Underlying the Adoption of Social Media Marketing Technology

SAGE Open ◽  
2021 ◽  
Vol 11 (2) ◽  
pp. 215824402110066
Author(s):  
Sunday C. Eze ◽  
Vera C. A. Chinedu-Eze ◽  
Hart O. Awa
Keyword(s):  
Social Media ◽  
Success Factors ◽  
Developing Economies ◽  
Small And Medium Enterprises ◽  
Social Media Marketing ◽  
Western World ◽  
Treatment Technique ◽  
Snowball Sampling ◽  
Marketing Technology ◽  
Medium Enterprises

In developing world, most decisions by Micro, Small, and Medium Enterprises (MSMEs) to adopt social media marketing technology (SMMT) rely heavily on study findings from the Western World without much recourse to cross-context differences in structure and managerial capabilities. Thus, the lack of inquiries that provide complete guideline on the adoption of SMMT in developing economies hinders the development of integrated framework(s) that explains MSMEs’ successful adoption. The study used technology–organization–environment (T-O-E) framework as the theoretical basis to examine the critical factors that stimulate MSMEs adoption of SMMT in Nigeria. The adopted methodological choice was qualitative, involving interviews with 20 participants selected from the online directories via purposive and snowball sampling techniques. However, thematic analysis was the data treatment technique; and the study extended the T-O-E framework to provide an understanding into the dominant factors that specifically influence MSMEs’ adoption, without losing sight of vendors who would rely on the extended framework to get audiences continually satisfied.

Key Success Factors of Using Social Media as a Learning Tool

2017 ◽  
pp. 267-282
Author(s):  
Alexander K. Kofinas ◽  
Abdallah Al-Shawakbeh ◽  
Andriew S. Lim
Keyword(s):  
Higher Education ◽  
Social Media ◽  
Network Theory ◽  
Teaching And Learning ◽  
Success Factors ◽  
Higher Education Institutions ◽  
Actor Network Theory ◽  
Learning Tool ◽  
Actor Network ◽  
Key Success Factors

Students are dedicated and innovative users of Social Media; in the context of Higher Education they use such media in a pragmatic fashion to enhance their learning. Higher Education institutions are thus in a position to facilitate their students' learning by embedding Social Media in their teaching and learning pedagogy. This chapter will discuss the Key Success Factors of using Social Media as a coordinating, managing, and learning tool to enhance students' education in the context of Higher Education. The Key Success Factors are mapped along the communication and activity flows of the student's study enterprise as viewed from an Actor-Network Theory lenses.

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