Case Study #2 – Fanning the Flame at Tiblana
You are the social media director for Tiblana Candle Company. Tiblana is a manufacturer and sells candles through partner retail stores such as novelty stores found in shopping malls, as well as big box retail and department stores, and online through sites such as Amazon.com. The company has a solid 20-year reputation for making popular household decor candles in a variety of scents and colors. Candles are sold in elegant, well-branded boxes. The primary customer base is women 30-45 years old (but Tiblana wants to start targeting women 45-60 as well). Tiblana’s CRM data shows that customers average eight purchases each over lifetime, very good for their niche. The company is profitable and growing.
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The Tiblana Twitter page has 4,500 followers (23% growth per year), compared to competitors ' 3,500 followers. Finally, aggregated forums and blogs about Tiblana candles show 16,000 followers/commenters (13% growth per year) as opposed to 7,000 from the closest competitor. Social media has been easy for Tiblana; consumers have expressed very little negative sentiment and socially share brand love for Tiblana and …show more content…
The blog posts expressed stories of the problems with the defective candles, and his ongoing, fruitless conversations with Tiblana. This angry customer not only blogs, but Tweets and posts these complaints on Facebook, ever increasing the online exposure. He shows no sign of relenting soon. Recently, a minor competitor brand has started posted messaging on its own social channels with messaging such as "Our candles create warmth - not disasters." One new retail partner raised a series of questions about the safety of Tiblana products - a scenario unfamiliar to Tiblana.
Until now, in your role as social media manager, your strategy has been largely push and broadcast. That is, you would push promotions and messaging to your social channels, which fans would in turn like or share to their own networks. Can that last?
Case Questions:
1. Can you count on your existing social media approach to perform as well in the threat of the Tiblana Hate
In my opinion Tweeter has not positioned its APP strategy to gain a large market share of the core class of customer. If they do a better job of educating their core customer they will gain a larger share of the market possibly from Other Retailers (current market share 11.30%). With a 30% margin this can add up to $5,369,760 (11.30 x 475,200) to their bottom line per year.
The most recent definition of public relations, according to the Public Relations Society of America (2012), states that “Public Relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” Through the rapid advancement of modern media and technology, there have never been more outlets and opportunities available for accomplishing the goals of public relations. Believing the development of social media has not created serious changes in the way public relations practitioners go about their duties would be foolish and a fast track to falling behind in this rapid world of communication. The main goals of public relations are “to create, maintain, and protect the organization’s reputation, enhance its prestige and present a favorable image,” as defined by Inc. Magazine’s online encyclopedia. Fundamentally, it is not the goals of public relations that have changed with social media, but it is the means of accomplishing these goals that is dramatically changing.
...vive, profit, and grow. Marketing contributes to all of these categories. A companywide strategy designed to optimize profitability within Titleist comes from their media outlets. This ties in with Big Data. Titleist has jumped into the world of Twitter and is heavily involved with those who play golf. They respond to most questions giving feedback to all that they can. Their Twitter page has over “three hundred thousand followers”, and is steadily growing (By Rick V., Team Titleist Staff on Yesterday. (2016). With this page they are able to keep track of their daily interactions and page visits. Titleist has driven up their overall interaction with the public by “78 percent” (SAUERHAFT, R., & Chwasky, M. (2014). Social media has grown tremendously over the past decade and is a vital component to many company’s successes within their customer relationship.
Social media proves time and time again that it can be a very successful tool for helping to grow and expand a business, when used correctly. However, there are many limitations to using social media that need to be taken into consideration. One of the limitations is that companies struggle to determine how their social media platforms are generating sales and profits based on their likes and followers. The ability for a company to identify a concrete methodology to evaluate the success of their social media programs is difficult for most companies and even though who had invested time and resources into assessing this key performance indicator still understand that the methodology used is not necessarily providing them with concrete impact (Sandilands, n.d.). Due to the fact that it takes time for the likes and followers to grow and form a substantial
Many organizations have had to change the way they operate because social media has become such a powerhouse that has to be implemented in their marketing and communication strategies.
In conclusion, the focus of my marketing plan evolved from new products to engagement of the target market through social media. While they currently have a Facebook account, it is seldom used, and it is their only online presence apart from their website. I recommended that they expand to Twitter and Instagram to optimize their online interactions with customers. I also proposed a strategic partnership with Lounsbury House, a local wedding venue. Finally, I advised Deborah Ann’s to consider a partnership with local businesses like Books on the Common to expand their customer base and their community
My study is based on the communication techniques used by Yankee Candle CEO Harlan Kent and his employees as he goes undercover at four different locations to gain a better understanding of his company and how operations take place when he is not around.
Social media marketing is a simple option to add to the current promotional tactics being used by an organization. It is no longer optional; social media is mandatory for nonprofit organizations (Stengel). Studies have shown that many people think social media techniques complement traditional media; even more believe that blogs and social media influence the news coverage in traditional media tactics (Wright and Hinson 2008). There are a number of professionals that believe embracing social media is the only way for public relations to continue in the digital age. For example, Robert J. Key explains, “Public relations in the digital age requires understanding how your key constituents are gathering and sharing information and then influencing them at key points; doing so requires strategies that embrace the digital age” (Wright and Hinson 2008). Larry Weber, a renowned professional in implementing global public relations campaigns, also agrees that the communications world is moving in a drastically digital direction and in order to communicate effectively, one must understand this transformation (Wright and Hinson 2008).
Social media is an imperative public relations tool for companies to utilize in their business practices. Social media cannot be regulated so anyone can say what they please about the company, whether it is good, bad or ugly. Social media is developing rapidly and there are new platforms
More than just a sale promotion strategy Lisa and her team have built lasting relationships
Exposure to social media and SNS can create or develop a public that did not originally exist, activate an inactive public, and increase an active public’s activity. Encouraging those who are not accustomed to social media and SNS to utilize or try it creates new audiences and publics. By reaching out to inactive digital publics, an organization establishes a relationship which it can develop. The longer that an active digital public remains active, the more active they become. Additionally, digital publics allow strategic relations practitioners to accurately predict which publics are active and inactive based on demographics and
If you ever thought about influencers ' social media success, you 've probably noticed a number of factors that are involved in the influencers popularity. There are certain common things which take their personal brands to the next level such as a huge number of followers, a dedicated audience, and the regular re-sharing of their content.
To achieve such success, social media advertising and innovative ways to catch the attention of the people must be employed. The internet and its growing abilities allows for even an individual to have a way to connect with the word. With different types of social media available from micro blogging to making interactive games, companies have the option to be flexible about how they want to get their product out to the mass public. This is why businesses may even have to be implementing the next new thing while also being aware of what social media is. The key is to stay innovative to be successful.
Social media is inarguably one of the most powerful platforms to connect with a wide audience and implement a pervasive advertising campaign. When I promote social events, I make sure to engage my target audience with proper flyers, videos, and endorsements from influential voices in the community. From there, I follow through with the initial promotion by posting regular updates and having everyone involved with the event do their own promotion in order to have the most engagement with the widest network of
Although many companies have entered social media marketing, they still have to keep customers to stay loyal to them. With many competitors, how companies can keep their customers close to them through social media and stay on track promoting their business?