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Groundswell: a New Marketing Method that cannot be Ignored

Judging by the power of twitter in the Trump election, it's not hard to see that this is the era of social media. As Charlene Li and Josh Bernoff have defined Groundswell in " Groundswell: Winning in a World Transformed by Social Technologies. " : Groundswell is a social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations. (p. 9) People get the information they need from each other. Distance and time can no longer limit them. (Photo: Rafia Shaikh) Meanwhile, social media is gaining popularity as a search engine for products and services. Social media platforms are taking bold approaches to encourage potential consumers to buy from social brands. In the last year or two, we've seen top platforms like Instagram and Snapchat introduce features that allow brands to tag products in posts and link directly to e-commerce sites. Are there any other benefits? Of course...

Why is Word-of-Mouth Marketing So Attractive?

There are many common marketing methods, and the most appealing is word of mouth marketing. Word-of-mouth marketing is a kind of marketing method that is widely spread in people's mouths or in the market. It attracts more customers mainly through recognition and praise of product brands. Some products were not noticed at the beginning of the sale. But as time went by, it became popular and widely spread under the public's evaluation. Let's look at an example of Chipotle. Casual dining chain Chipotle has somewhat distinguished itself being a national chain that sources its ingredients locally. That said, “ingredients sourced locally” isn't necessary something that is going to blow up anyone's Facebook feed. In order to spearhead word of mouth, Chipotle released an online video called ‘The Scarecrow’, depicting a dystopian world in which a scarecrow is forced to work in a fictional factory but eventually rebels to run his own. The video also happ...

How Starbucks Built an Engaging Brand on Social Media

The new Internet era is also known as the "Fans Economy" era. Fans are equal to customers. Social media marketing has become a necessary tool for marketing, with over 97% of marketers using it. But there are thousands of social marketing methods. What do you do most to be favored by consumers? When it comes to social media marketing, we have to mention the faithful believer - Starbucks . Look at a few of the eye-popping Starbucks social media statistics: 36.9 million Facebook likes 11.3 million Twitter followers 18.2 million Instagram fans 238K YouTube subscribers These staggering numbers speak for themselves. Starbucks has taken its successful offline branding to its online platform. How do they do it? Facebook + Twitter: Promote New Products In 2011, Starbucks set up a Facebook account to promote the new Blonde Roast coffee beans. Consumers can get new product information, enjoy free Blonde Roast, and repost information to friends via Fa...

Phoebe's Social Media & Marketing Communication Journey

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