Tag Archives: social media

Supporting the Groundswell… Fan Phenomena

After reading chapter 8 ”helping the groundswell” in my textbook “groundswell: winning in a world transformed by social technologies; I started to think about fan phenomena. What shows are currently benefiting from this fan phenomenon.

An example of a show that benefited greatly form groundswell technology is Walking Dead.

We have all at least heard of this series if not watched it. The series has a huge fan following not only online. The show has benefited by adding talk shows that have viewers and actors come together to discuss the series after each episode, generating more revenue and pulling in even more fans and growing there community. The series also have a large Walking Dead product offering: clothing, games, toys, books, shoes, home-ware and much much more.

I believe that the start to the successful fan following they receive began online, on fans forums. Just click on the –> Walking Dead Forum to take a peak.

Now the series started on October 31st , 2010;  I believe because the series was developed from a comic book, there was already a large fan following,

There are tons of comic forums, beautiful communities for those like minded individuals, to talk comics. There are focused communities that create new stories together, sharing their knowledge and passion. Having an online fan following prior to the series conception was very valuable.

The online forum has been active since the start of 2011 and maintains a high level of activity. Keep in mind this is not the one and only Walking Dead forum, there are many more; some a bit darker than others. Below is a recent example from the  Walking Dead Forum:

Capture

The image is a bit a small.. but the number of views this post is at 162,587 and was originally posted in August, 2011.  This is relevant as the discussions are ongoing over years, the most recent was posted yesterday 2015. Now this is just one discussion out of 300+ pages of different discussion and posts on the Walking Dead Forum.

The shows ROI on these forums and online presence is huge. They are getting fans to generate (free) marketing content to each other all over the World (Wide Web). Majority of the online communities involving Walking Dead are not operated by the show itself. It is purely the fans. Due to these online communities the Walking Dead is gaining revenue  not only from the show but their products as stated before. The communities created the fan phenomena; the people look forward to discussing the series and learning more about the characters from other fans. It can be  called “psychic income“: rewards (as in prestige, leisure, or pleasant surroundings) not measurable in terms of money or goods but serving as an incentive to work in certain occupations or situations.

The fans are enjoying the surroundings of the online forums and gaining a sense of belonging. We can apply  a POST analysis to the Walking Dead and we would see it is perusing all objectives listed: listening, talking, energizing, supporting and embracing. It has the right People, Objectives, Strategy and utilization of online Technologies ( I have a previous post about the  POST analysis related to Virgin Atlantic , click here to view.)

Overall i feel the Walking Dead show and community have done an excellent job in supporting its fans and  increasing the level of fan phenomena surrounding the series.

References:

Li, C., & Bernoff, J. (2011). Helping the groundswell support itself. InGroundswell: Winning in a world transformed by social technologies. Boston, MA: Harvard Business Press.

First time POST Analysis..

POST ANALYSIS of Virgin Atlantic

POST is a four step planning process that is helpful when a company decides to work with technology (the internet); people, objective, strategy and technology are the four components. It’s a constructive tool, and has been stated that “POST is the foundation of groundswell thinking” (Li, 2011). Below is a POST analysis of Virgin Atlantic, and what I feel would be beneficial for the company.

People:

Virgin Atlantic customers want to be heard, they are ready to let Virgin know what they need and what they love about flying with them. Virgin Atlantics social techno-graphics are broad as they have a large consumer base and multiple demographics.

Virgin Atlantics target market has a large demographic, their Economy, Premium Economy and Upper Class are set at various prices at a large range dividing their target market and marketing strategy. Their target markets psychographics are very specific; they would have specific life style interests such as; traveling, change, excitement. The target market would have an attitude associated with the Virgin brand, and what a represents to their peers.

This target market have specific lifestyle interests such as travelling, most travelers research their destination of choice as well as flights online, as this is where most relevant information about travelling is readily available.

Click here to view my breakdown of Virgin Atlantics social techno-graphics.

Objective:

Listening (research), monitoring customers discussions about Virgin services, both positive and negative.  This gives Virgin a very useful research tool to better understand their customer’s needs; as well as services that have room for improvement. Listening to consumers is useful in regards to creating marketing and public relations campaigns, which Virgin produce regularly worldwide.

If Virgin Atlantic is successful with the listening objective (research), it is recommended to embrace (development) their customers. Working with the customers to create ideas and concepts Virgin can use to make your flying experience that much more wonderful.

Strategy:

Virgin currently maintain a positive place in the minds of consumers, the listening objective will support the company and let consumers know “were listening, talk to us”.  They currently maintain multiple social media platforms and operate multiple blogs. The listening objective will support a positive change within the Virgin Atlantic online community and increase brand awareness.

Technology:

Travel/Flying Blog that will create a Virgin Atlantic flying community, where consumers can discuss their flying experience with virgin with other consumers. This will also be viewed by the public acting also a marketing tool itself.

 

References:

Li, C., & Bernoff, J. (2011). The social technographics profile. InGroundswell: Winning in a world transformed by social technologies. Boston, MA: Harvard Business Review Press.

Social Technographics and Virgin Atlantic

Virgin Atlantic and how they connect with Social Technographic groups?

Virgin Atlantic

Virgin Atlantic target market has a large demographic, their Economy, Premium Economy and Upper Class are set at various prices at a large range dividing their target market and marketing strategy. Their target markets psychographics are very specific; they would have specific life style interests such as; traveling, change, excitement. The target market would have an attitude associated with the Virgin brand, and what a represents to their peers.

This target market have specific lifestyle interests such as travelling, most travelers research their destination of choice as well as flights online, as this is where most relevant information about travelling is readily available.

The social Technographics profile 7 groups:  Inactives, Spectators and Joiners, Collectors, Critics Conversationalists and Creators.

Forrester Research Inc.

 

Virgin Atlantic does a great job targeting their online market; they are active at all levels of the Technographic groups stated above. It was stated in the readings the United Kingdom and Europe have the highest level of participation within the Joiners and Spectators group followed by Critics. This is where most of their focus should be.

Virgin Atlantic communicates with their target market in a variety of online mediums all with a high-level of participation. I was unable to find a Technographic breakdown for Virgin Atlantic but will be discussing what online mediums relate to each Technographic group.

The following social media sight listed below allow for Virgin Atlantic to reach out to Spectators, Joiners, Critics and Conversationalists. They participation levels of these sites do differ significantly, Virgin Atlantic should focus on increasing its presence on Twitter, Pinterest and Instagram as they are sites with a high level of sharing and participation as there is less privacy for users.

Twitter: 359,000 followers

Facebook: 384,048 likes

Pinterest: 1361 followers

Instagram: 23,300 followers

Branson’s Blog: and Virgin Atlantic Blog: Is a strong tool in reaching their Spectators, Conversationalist and Critics Technographic groups. Virgin Atlantic should be more actively participating and adding content from other bloggers about the various destinations they fly to.

Google+: 2,772 followers and 89,188 views: Virgin Atlantic has various links that are first to pop up on a Google search and maintain a Google profile. They could utilize this site more to encourage the Collectors group to re-post and share their information throughout the World Wide Web.

YouTube: 8136 subscribers, this number is considerably low if we compare it to the other online mediums. However Virgin Atlantics most recent 2015 Advertisement has been viewed over 800,000 times. Their YouTube presence also brings in the Critics however their discussion feed has a minimal online participation.

Virgin Atlantic will have to continue to grow their online presence, reaching more consumers, pulling in more followers and likes everyday. This will increase Virgin Atlantic’s Brand Awareness and will force those in the Inactive group to start their online journey with Virgin!

 

References:

Forrester Research. (2011). Empowered. Retrieved February 7, 2015, from http://empowered.forrester.com/tool_consumer.html

Li, C., & Bernoff, J. (2011). The social technographics profile. InGroundswell: Winning in a world transformed by social technologies. Boston, MA: Harvard Business Review Press.

What I have learned.. so far!

I am currently taking a Social Media Marketing course at the Northern Alberta Institute of Technology. This week I have realized the amount of time management that goes into creating, aligning and managing multiple social media accounts. I have learned I will need to allocate more time to all aspects of managing my social media throughout the week. My future in business and marketing could be greatly benefited from my regular participation.

Many companies and organizations create profiles and pages but fail to utilize them to their full potential. Social media sites need to be managed consistently, and the activity alignment on all company profiles and pages must be consistent and reflect one another. This is why they must integrate social media capabilities with current marketing and media strategies, so they are managed efficiently and effectively.

There is opportunity in creating brand awareness through these mediums, and it is silly to not place your mark on social media and spread your brand across the globe; Even as an individual. It is important to have unique name (brand) consistent with all social media accounts, an example is my own: CarwfordAtm; this is so viewers and consumers can find your brand on all social media platforms.

My technical knowledge of social media , is not as great as I thought. I have signed up for BLOGGING101 a free course that I found my first day on WordPress; cannot wait till it starts in February. I understand the importance of social media as a tool and having the ability to utilize it to its full potential. I will continue on this learning path towards becoming a better blogger and maybe one day a social media expert.