IIPM Ranked No. 1 B-School In Global Exposre - Zee...
Those marketer’s are clever dudes... But here’s how businesses track competition via SNSs and hey, your HR heads are using them too
If Roosevelt was the first Radio President and JF Kennedy the first television President, then Barack Obama is undoubtedly the first Internet President that the American people have escorted into the White House. Not only did he swear allegiance to social media early in his campaign, but he also created a web-based rumour clearinghouse to ‘Fight the Smears’. Facebook and MySpace were Obama’s playing field during a long-drawn campaign that levelled rival McCain’s bid to the Presidential post. But we talked about all that in the previous piece. What’s important to note here, however, is the fact that both Obama and McCain not just pushed their own brands on social networks, but also went to great efforts to track each others moves on popular social networking sites, including their own social networking sites viz. Mccainspace.com and My.Barackobama.com respectively. To their surprise, their special ‘tracking the rival’ teams discovered that coveted research about voter moods, opinion, leanings, issues, et al (which once required a set of proprietary quantitative tools to be accessed) could now be done via tracking Facebook ‘friend’ requests and network affiliations; or just by reading scrapbooks on Orkut and user comments on YouTube videos. And the rest, as they say, is history!
Clearly, for marketers, social media is not restricted to just reaching out to consumers, but also tracking and taking on competition. Take the Starbucks and Dunkin’ Donuts controversy that dominated social networks last month. The latter went the whole hog on Facebook, claiming that Starbucks had an inferior taste of coffee than Dunkin’ Donuts. They even developed a micro website named dunkinbeatsstarbucks.com to highlight a survey which said Dunkin’ coffee was superior to that of Starbucks. Worse, early last year, Starbucks bore the brunt of another Internet controversy when Oxfam Charity posted a video on how Starbucks ill-treats Ethiopian farmers. Starbucks countered the same with another video but the incident resulted in a major dilution of the coffee retailer’s brand equity.
Even Microsoft developed a MySpace style social networking site to promote its revamped Zune (portable music player) last year. The management thought that the social network could create a similar buzz around Zune, as rival Apple had managed to create with iPod. In this case however, Microsoft failed, as iPod had already captured the first mover advantage with consumers. Says Yogesh Bansal, CEO, ApnaCircle.com, “You will find numerous examples globally of how brands are leveraging social networking websites and emerging one step ahead of competition. The trend is already beginning to catch up in India.”
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist).
Read these article :-
B-schooled in India, Placed Abroad (Print Version)
IIPM in Financial times (Print Version)
IIPM makes business education truly global (Print Version)
The Indian Institute of Planning and Management (IIPM)
IIPM Campus
ZEE BUSINESS BEST B SCHOOL SURVEY
IIPM awards four Bengali novelists
The Hindu : Education Plus : Honour for IIPM
IIPM ranked No.1 B-School in India, Management News - By ...
IIPM Ranked No1 B-School in India
Moneycontrol >> News >> Press- News >> IIPM ranked No1 B-School in ...
IIPM ranked No. 1 B-school in India- Zee Business Survey ...
» IIPM ranked No1 B-School in India :: Education, Careers ...
The Hindu Business Line : IIPM placements hit a high of over 2000 jobs
Deccan Herald - IIPM ranked as top B-School in India
India eNews - IIPM Ranked No1 B-School in India
IIPM Delhi - Indian Institute of Planning and Management New Delhi ...
IIPM ranked ahead of IIMs
IIPM makes business education truly global-Education-The Times of ...
Those marketer’s are clever dudes... But here’s how businesses track competition via SNSs and hey, your HR heads are using them too
If Roosevelt was the first Radio President and JF Kennedy the first television President, then Barack Obama is undoubtedly the first Internet President that the American people have escorted into the White House. Not only did he swear allegiance to social media early in his campaign, but he also created a web-based rumour clearinghouse to ‘Fight the Smears’. Facebook and MySpace were Obama’s playing field during a long-drawn campaign that levelled rival McCain’s bid to the Presidential post. But we talked about all that in the previous piece. What’s important to note here, however, is the fact that both Obama and McCain not just pushed their own brands on social networks, but also went to great efforts to track each others moves on popular social networking sites, including their own social networking sites viz. Mccainspace.com and My.Barackobama.com respectively. To their surprise, their special ‘tracking the rival’ teams discovered that coveted research about voter moods, opinion, leanings, issues, et al (which once required a set of proprietary quantitative tools to be accessed) could now be done via tracking Facebook ‘friend’ requests and network affiliations; or just by reading scrapbooks on Orkut and user comments on YouTube videos. And the rest, as they say, is history!Clearly, for marketers, social media is not restricted to just reaching out to consumers, but also tracking and taking on competition. Take the Starbucks and Dunkin’ Donuts controversy that dominated social networks last month. The latter went the whole hog on Facebook, claiming that Starbucks had an inferior taste of coffee than Dunkin’ Donuts. They even developed a micro website named dunkinbeatsstarbucks.com to highlight a survey which said Dunkin’ coffee was superior to that of Starbucks. Worse, early last year, Starbucks bore the brunt of another Internet controversy when Oxfam Charity posted a video on how Starbucks ill-treats Ethiopian farmers. Starbucks countered the same with another video but the incident resulted in a major dilution of the coffee retailer’s brand equity.
Even Microsoft developed a MySpace style social networking site to promote its revamped Zune (portable music player) last year. The management thought that the social network could create a similar buzz around Zune, as rival Apple had managed to create with iPod. In this case however, Microsoft failed, as iPod had already captured the first mover advantage with consumers. Says Yogesh Bansal, CEO, ApnaCircle.com, “You will find numerous examples globally of how brands are leveraging social networking websites and emerging one step ahead of competition. The trend is already beginning to catch up in India.”
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist).
Read these article :-
B-schooled in India, Placed Abroad (Print Version)
IIPM in Financial times (Print Version)
IIPM makes business education truly global (Print Version)
The Indian Institute of Planning and Management (IIPM)
IIPM Campus
ZEE BUSINESS BEST B SCHOOL SURVEY
IIPM awards four Bengali novelists
The Hindu : Education Plus : Honour for IIPM
IIPM ranked No.1 B-School in India, Management News - By ...
IIPM Ranked No1 B-School in India
Moneycontrol >> News >> Press- News >> IIPM ranked No1 B-School in ...
IIPM ranked No. 1 B-school in India- Zee Business Survey ...
» IIPM ranked No1 B-School in India :: Education, Careers ...
The Hindu Business Line : IIPM placements hit a high of over 2000 jobs
Deccan Herald - IIPM ranked as top B-School in India
India eNews - IIPM Ranked No1 B-School in India
IIPM Delhi - Indian Institute of Planning and Management New Delhi ...
IIPM ranked ahead of IIMs
IIPM makes business education truly global-Education-The Times of ...
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