Mktg 6226 class_leadership_presentation_measurements_walmart_by_manuj_gaur
Post on 15-Dec-2014
454 Views
Preview:
DESCRIPTION
Transcript
MKTG 6226– CLASS LEADERSHIP PRESENTATION
WAL-MART 2.0
By Manuj Gaur
Wal-Mart 2.0 - "Roommate Style Match” Launched in
August 2007 Research showed
an average first year student spent $1112.2
A Facebook group targeted towards college-goers
Objectives
Spread awareness about Wal-Mart's product offerings
Build an online community where freshmen students can Network Co-operate in furnishing their dorm-rooms Be entertained
“To connect college students with a variety of dorm-related products and information”
Features
Fans could Post comments and pictures on the wall Take a quiz to determine their decorating style Download a shopping list of dorm-room items sold
at Wal-Mart Link to Wal-Mart's Web site promoting "earth-
friendly" products Click on Sound-check, Wal-Mart's Web site showing
musical performances by singers like Bon Jovi and Mandy Moor
Fan’s could not Discuss
Strategy
Segment – College age users
Target – Freshmen looking to furnish his/her dorm-room
Positioning – Best collection of stylish products to suit the consumer needs
Measurements
The ROI measured in terms of Number of fans Number of quizzes taken Number of comments &
photos posted Number of lists
downloaded Number of clicks to
other Wal-Mart websites
Results - Wal-Mart 2.0
Number of fans – 1100+
Number of quizzes taken - 2000
Number of posts- 426
Number of photos- 30+
Wal-Mart sales were up 3.1 percent in August 2007 over August 2006 (National Retail Federation)
Source: Adweek.com
Target 2.0 Vs Wal-Mart 2.0
Number of fans– 7000+
Number of posts– 483+
Number of photos– 410+
Number of discussions hosted – 37
Target sales were up 6.1 percent in August 2007 over August 2006 (National Retail Federation)
Source: Adweek.com
Target 2.0 Vs Wal-Mart 2.0
Wal-Mart Target
Source: Socialmention.com
The Brand Passion Index
Source: Netbase.com
What went wrong???
Excess focus on marketing messages Restricted comments and feedback to
"Wall Posts” Strayed from its core brand value of
deep-discounts to give style advice to Facebook users
Did not account for sentiments in measurement of ROI
Measurement strategy for social media as an ecosystem
Source: Customerthink.com
Key learning's
Stick to the core values Measuring Social media as an ecosystem Invest in social capital
Two-way communication key to consumer engagement
Food for thought…How should Wal-Mart manage the sentiments around its brand?
QUESTIONS…!!!
top related