Answer the two questions below in XXXXXXXXXXrooms each
Click link below learn more about the company "221BC".
Social Media Marketing - Tuten
https://www.ebooks.com/account/books/
Please use this forum to discuss the 221BC's case studies located at the end of Chapters 6 and 7 of your textbook.
For each of the following questions, please provide a one-paragraph response to support your arguments.
1. Please review 221BC's friendvertising activities at the end of the Chapter 6 and discuss in what ways can 221 BC grow its brand community and inspire brand fans to self-identify, and participate in auxiliary consumption and production?
2. Please review 221BC's social publishing strategy at the end of the Chapter 7. What other types of content would fit 221 BC's brand message and strategy?
Please give your thoughts on Discussion 1 and Disscious 2 in XXXXXXXXXXrooms
Discussion #1
221BC’s friendvertising campaign is quite comprehensive but they could consider several options to firm up and excite their fanbase. They are doing a great job of reposting but should consider using a specific hashtag to identify their USG responses to create a community. They could leverage their brand personality of the “Bubbly Buddha” and generate hashtags like #BBuddha, #BubblyB, or #bubblybuddha. This could drive further self-identification for its consumers. To further drive auxiliary consumption and production, as identified, they need to focus on tapping into the consumer’s lifestyles. As they identified in their target audience, they are focused on active middle to upper class mothers. They could tap into the parenting aspects and exercise benefits, such as energy after an evening of no sleep, or how mothers can’t afford to get sick, etc. They could further leverage the experiences to drive social media production, but then allow for the sharing of other items and experiences in these scenarios.
As described, 221BC seems to have established a considerable amount of basic and authority building content but needs to differentiate itself from GT’s Living Foods by establishing some pillar content. They could do this by using theory articles. As they are focused on the science and benefits, opinions on various topics can drive a fan following. An example could be posting an opinion that “Kombucha is not for everyone.” or "Kombucha drinkers do...others don't". In these articles the author could support the benefits while establishing the kombucha lifestyle almost as a challenge to it's fans. Along the same lines, humorous list articles could add some real value and further establish the fan base. Although there are many examples, one could be, “Top 10 things that 221BC drinkers do on Monday mornings.” The key is to have regular content that users/ followers will not only enjoy but feel compelled to share.
Discussion 2
- Please review 221BC's friendvertising activities at the end of the Chapter 6 and discuss in what ways can 221 BC grow its brand community and inspire brand fans to self-identify, and participate in auxiliary consumption and production?
What Aneta, is currently doing is good, but she needs to expand her customer base and fan base to help her achieve a wider range of friendvertising. What she needs to do as well, is to position 221BC’s brand as a healthy drink for pre- or post-workouts, I feel that it will have more of an impact on the direct marketing and sales of the product. The consumers will feel the need to find the product and post their testimonials on social media, if people feel better by drinking Kombucha before or after a workout, they will tell their friends and or even post videos of them working out and drinking a Kombucha drink. When that happens, Aneta, could use all the friendvertising; and one way to get the ball rolling is to sell the product to a big brand gym, such as Gold’s, and offer it at a discount, and as the drink gains traction, then go back to original pricing. But every now and then it will be wise to run a promotion to advertise the product and increase sales.
- Please review 221BC's social publishing strategy at the end of the Chapter 7. What other types of content would fit 221 BC's brand message and strategy?
Another type of content that would fit 221BC’s brand message and strategy will be a “how-to” channel, this could be on Facebook or a YouTube channel that customers or people will find easy to locate and share with others. Aneta could teach the process of fermented foods and their benefits by posting how-to videos of her going through the process of making a fermented drink. Customers will find it interesting and share it with family and friends. Many times, people do not care about making the product themselves, but they find it interesting to know the process of it and this could win more eyes to 221 BC’s brand message and strategy.