Ferrari: Social Media Monitoring 1

Introduction

To begin with, I would like explain why I have chosen this company. First of all, I am hardcore fan of Formula One racing, it is my favorite sport. The Formula One combines racers' personal skills, the ability to promptly service maintenance, as well as mastery of automobile concerns to create unique and ultra high-speed cars. Drivers compete in the personal ranking for the world title, and team - for the Constructors Championship. Although Scuderia Ferrari (it is racing team division of the Ferrari automobile marque) is the oldest surviving and the most successful team in the history of Formula One, and having produced the highest number of winning drivers, having competed in every world championship since 1950, the only team to do so. That is why the company's basic  finance focused on the racing team. Because product sales depends on how high scores the racing team has received at the Formula One season.

Currently there is one big problem is reduction of attendance race's stages and fall of fans interest to sports.

About the Company

Ferrari is an Italian luxury sports car manufacturer based in Maranello. Founded by Enzo Ferrari in 1929, as Scuderia Ferrari, the company sponsored drivers and manufactured race cars before moving into production of street-legal vehicles in 1947. The company’s story officially began since 1947 when the first Ferrari emerged from the historic factory entrance on Via Abetone Inferiore in Maranello. The 125 S, as it was known, embodied the passion and determination of the company’s founder. Ferrari is the world's most powerful brand according to Brand Finance. In May 2012 the 1962 Ferrari 250 GTO became the most expensive car in history, selling in a private transaction for $38,115,000 to American communications magnate Craig McCaw. 

The legendary symbol used by Ferrari has heroic origins. It was first adopted as a personal emblem by a highly decorated Italian World War I pilot, Francesco Baracca, who had it painted on the fuselage of his aircraft. 

At the end of the war, Baracca’s parents offered to allow Enzo Ferrari use the Cavallino Rampante (Prancing Horse) symbol. He adopted it as the logo for his racing Scuderia, placing it on a yellow shield in honour of his hometown of Modena and topping it with the Italian tricolour.

The classic Ferrari red, however, was simply the colour assigned by the International Automobile Federation to Italian grand prix cars in the early years of the last century.

Throughout its history, the company has been noted for its continued participation in in Formula One. Ferrari road cars are generally seen as a symbol of speed, luxury and wealth.

As quoted by Enzo himself:

"If you see what a competitor is doing and it is better then what you are doing, you have to surpass them to ensure you're cars are better"

The Ferrari's mission is: "To build unique sports cars destined to represent the excellence of Italian cars, whether on the road or on racing circuits".

Marketing campaign

In the February 2015 Ferrari builds anticipation for 488 GTB on social media.

Italian automaker Ferrari has jumped ahead of its competitors with a social media release of its new vehicle that was being showcased in the March 2015 at the Geneva Motor Show.

The Ferrari 488 GTB was released February, 40 years after the first mid-rear engine V8 model, 308 GTB. Ferrari teased the vehicle with a hashtag, imagery and a video on social media. The social aspects of the automaker’s unveiling likely gained anticipation and excitement from auto enthusiasts looking forward to Geneva’s annual show.

Social Media Overview

Website

Ferrari has a well-design, easy to use website. As soon as you move on it's website you immediately feel your belonging to something luxurious! The website doesn't need extra words, it's well-design website style, script, colors, media - all consistent with their corporate style, it just spoke volumes, it tells us about a company's serious approach to everything.

The luxury lifestyle expressed through flowing through animated referrals between sections of the site. The navigation is very easy to use, at the bottom of webpage is located site map and other social networks are presented here.

Also there is link to online-shop "Ferrari Official Store":

Facebook

Ferrari has 3 pages on the Facebook. If a luxury consumer is a fan of the Brand on Facebook, that person will get varied updates content. The automaker is using different aspects of the site to keep its Facebook posts varied.

For example, Ferrari posted a link directly to the exploration page for the vehicle dynamics.

Users who visit the Ferrari Facebook page for the first time will see an opening message that displays a large image of the F12berlinetta and links directly to its new Web site.

Ferrari is continually promoting the car model on Facebook by keeping the F12berlinetta as its main account picture and posting explanatory pictures that link to different sections of the site.

Another good example of promotion was on February 2015, it was a video featuring the vehicle, but never actually showing it completely was shared on Ferrari’s Facebook, Twitter and YouTube accounts.

#WordsAreNotEnough video

But whole video more interesting and on YouTube taken huge of positive feedback:

Ferrari represents the ideal combination of high quality content and a well-curated audience, yielding a high number of impressions.

Ferrari Official                    

                          

Scuderia Ferrari           3,711,822 LIKES

Ferrari Store                         170,117 LIKES

Youtube                 236,877 Subscribers

Ferrari has a strong engagement strategy, and knows how to cultivate an audience that wants to engage and share. There are lot of stunning videos with overviews of new models and racing moments.

Twitter

Twitter Ferrari Official             830 Tweets,  134K Followers 

 Twitter Scuderia Ferrari          37.1K Tweets, 1.15M Followers

  

The content that Ferrari,each publish reach the most people, relative to the size of their audiences. Sprinklr measures not only the direct impressions a brand’s content generates, but also successive impressions that come from earned media. This approach takes into account both the effect of social sharing and the quality of a brand’s audience.

Current Metrics

Google Trend

Ice Rocket

 Social Mention

Conclusion

It would be unfair not to mention that fact that the Ferrari is a successful self-contained company, having majority of consumers, loyal followers and connoisseurs of "ferrari's style".

It is being very actively discussed on social media websites, 48% of likelihood with 70% of passion. This of no surprise, that sentiment ratio is 29:1. People wants to know what new car models will be developed, what happens with lead racers (Sebastian Vettel, Kimi Raikkonen and of course what is with Michael Schumacher). I believe that social's interest to Ferrari brand so high that company's social media activity needs to continue to fill it's content the most interesting news.

#Clark'sstudentfavoritedelicacy#YowayCafe&FrozenYogurt and sales promotion by the SMM

What is more necessary for students' allright? Exactly, this is huge of sweets, coffee, fun and friends! All of this everyone may get in the Yoway Cafe & Frozen Yogurt!

                                     

A little bit about Yoway. This is Worcester's first self-serve frozen yogurt shop, that opened in October 2011. Cafe is located at 395B Park Avenue, down the street from the Clark University and Worcester State University campuses. 

Yoway is owned and operated by a Worcester local of 26 years and one of Worcester's own firefighters. 

What need from clients to start enjoy frozen yogurt? 

There need to grab own cup, pack as much different frozen yogurt flavors and toppings as you would like, weight it, pay by the ounce and finally enjoy!



Well, why Clark's students like so much this treat? Answer is very simple! I think the reason is that we are young people needed in healthy food, vitamins, sugar of course, and have fun!

That is why we have chosen Yoway Cafe, because it offers 10 different frozen yogurt flavors daily and more that 25 rotating flavors in stock every day has something new and exciting!

Besides frozen yogurt the Cafe suggests coffe, bubble tea, smoothie, pastries  

Photos have taken from the Facebook

The Yoway Cafe don't have an official website currently, but it was and named yowayworcester.com.  Now this webpage is not available. On my opinion, it happens because Yoway's target audience are young people, they prefer to expose their every life's moment minutely, so that  social networks are more useful for communication with customers, especially for communication between clients for such local cafe like this.

One should note here that the Yoway has official page on the Facebook, account on the Twitter and Instagram.

There are many people who really like spend free time in the Yoway, and they share of their thoughts, opinions, recommendations with others by Twitter.

Even last year at the snowy day Worcester's Valentine's Day people celebrated in Yoway Cafe!

User @captaindbag of Online-Instagram posted in his page how he wondering about celebration Valentines Day 2015:

We live in the world of ever-changing reality. People want to catch, to have time to memorializing any given moment of their life, more than that, they want to have time to share something new, i mean, they want to be in the trend, therefore others want to get the latest information.

That is why we post on the our pages what we did or done and what we doing now:

I have found huge of photos with hashtags #yowaycafe, #yoyo, #yowayfrozenyogurt, #yammy.






On the fouresquare.com clients leave feedback, share their impressions and even offer assistance in business development:

Below presented really interesting interruption between Yoway Cafe and customer:

This is Instagram page of my friend Ekaterina, who like frozen yogurt so much like me, and she posts many photos with this sweet.

Moreover, she has followed on the Yoway Cafe in the Instagram and by her comments under photos she involuntarily attracts new clients to the Yoway. That is what has happened to me:) 

Another good thing that Yoway suggests to its customers is a Frequent Customer Card which available for "Buy 9 Frozen Yogurt Treats and Get the 10th FREE!"

It is clear from these observations that Yoway moves in the right way! They use social media marketing for promotion their product, they communicate and actively cooperate with clients so much. But there is one thing that i would recommended to Yoway is holding more special events for customers! I think, it would be more productively because the target audience of frozen yogurt is active young people, among them a lot of young couples with children. 

And one more last thing:

Embracing the groundswell!

Asking your customers for ideas

Above all, I want to welcome you to my blog! 

This week I going to discuss about  ways to tapping into any company's customers, about idea  exchange with them; to increase the chances of developing something customers want.

My reading reflection deals with Chapter 9: Embracing the Groundswell of the great book, Groundswell by Li and Bernoff.

Product growth is really hard work for organization! Why not let customers help to market research department with it?

Company  development, based on the customers' opinion, is such a good thing that I have ever heard.

 "...when it comes to collaborating with your customers – really bringing them into your development and innovation processes – one real truth is this: it's challenging". (p.182).

This is really truth, because most companies are typically not setup to listen to this feedback and work with customers in this way, they have developed everything internally.
The other side of the coin is, however, that if you  have embraced the Groundswell, then you have opened a channel of communications with your customers and they are now getting deeper into your company. Besides, embracing the Groundswell is defined as making customers an integral part of the way you innovate, with both products and process improvements.

Customers don’t take long to tell you what they want – as soon as you are ready, you can quickly tap into these sources of innovation. Once you tap into customer feedback, you can continue to ask more questions to continue to refine products.

"If I were a banker, I would give my customers a say in things, and together we would build the bank of tomorrow". From there, there are two main choices - enter a suggestion, or see other people's suggestions. (p.188). 

In 2007, Credit Mutuel its ad campaign. Viewers were directed to a sijetaisbanquier.com site (what means ''If I were a banker"). Once a week bank selected one person who made a suggestion. 

Actually, businesses from all sectors posted much improved results as sluggish domestic activity was offset by new sources of growth, notably in emerging countries, in which context the group’s major accounts were able to use its international network to respond to their customers’ needs.

Doubtless, through points of sale, the internet, mobile banking and social media, the group is building closer ties to members and customers with seamless communication through all channels, both physical and remote. It is now developing a multichannel and omnichannel (several media and uninterrupted contact in every channel) relationship with customers, which is more human, responsive and helpful.
Two of Crédit Mutuel’s founding principles are putting people first and promoting mutual aid. Its commitment to research and public health are integral to its sense of responsibility.

The Groundswell effect is that customers are chomping at the bit to tell you what to do and are actively complaining and praising your product on forums such as blogs, videos and review sites. They are now part of your process because they can look over management’s shoulders via these channels.
Banks must choose between three approaches of rising risk sensitivity subject to the authorisation and under the control of their national supervisory bodies: standardised approach, foundation internal ratingsbased approach, and advanced internal ratings-based approach. Each banking institution is required to adopt the approach best suited to the stage of development of its activities and to its organisation.

Social Media in the Tech World

The role of SMM in the laptop choice and selection

It is not a secret that often people prefer to make decisions based on the others' opinion. How do you think so high interconnected the efficiency of the social marketing media and consumer behavior? Right, it is highly tied.

Let's consider on the computer industry. When you want to buy a new

gadget you do some target

research, observation, based on the results of which you make your final choice. 

Today, the possibility of laptops reached the point of technical equipment of personal computers. Each laptop - its own set of advantages.
Choosing a laptop computer, you need to take into account the features of the memory card and processor, almost you need to know as well as exactly how will you plan to use the laptop.

 However, even identify with the necessary parameters for your future laptop, you'll still be wondering: "Which manufacturer to prefer." 

  A large number of firm producing them offer to buyers a wide variety of different ways to accelerate their choice.

And now, it is time to learn what specific activities company conduct in social media and how it uses  specific channels and what for?

In order to make easier buyer's choice I give brief overview of the lead computer brands.

What is behind Samsung’s social media success?

What is the main goal of Samsung’s presence in social media? Are they more focused on increasing engagement or rather growing traffic? 

Samsung is focused on growing reach and engagement by creating high quality local or localized content. As a company that needs to sell a lot, Samsung also helping to sell products via social media. 

However, what’s even more important is to be accepted by the community and be an active & helpful part of the community.

Company trying the best to be as human as possible in the corporate world; it working on credibility, regularity and cohesion in it's communication efforts. One amazing case study can bring you fame, but it won’t change much in brand perception.

What is about usage of specific activities and of the specific channels?

Samsung use different channels, different goals and usage. Social media architecture no longer evolves around Facebook. It’s still a dominant social media platform but more like an amplifier, reach and awareness creating platform, than a center hub. It is perfect for product launches, supporting existing campaigns, and news and information spreading.

Twitter and Instagram are highly mobile, more specialized and direct platforms. They are using them as engaging platforms, for daily & direct communication, lifestyle communication, identifying influencers (with a use of social media monitoring), real-time communication,  and supporting existing campaigns. 

Youtube, as a second-largest Internet search engine is a search-enhanced platform, though Samsung thinking about expanding the role of their channel.

Anti-social Apple

Quite the contrary Apple Inc use social media.

It is amazing, but this is really truth! Apple is not only abstaining from a major marketing opportunity, but turning its back on an increasingly vital channel for customer feedback and support. 

The company’s philosophy toward customer input was probably best summed up by Steve Jobs himself. In 1998, he told Business Week: “A lot of times, people don’t know what they want until you show it to them.”

It’s hard to argue with a business that has revolutionized multiple industries with a string of category-defining products, but Apple’s indifference to social media is puzzling.

By the way 

As you can see how the two big competitors, producing computers use quite different way to attract target audience. 

According to my brief overview I can say that buyer's choice not always depends on efficiency of social media, but this is more exception than rule.

Anyone who’s ever used an Apple product or stepped inside an Apple store can tell you how the company earned those fans. Apple knows its customers. It’s a loyal, passionate one-to-one relationship the company has invested decades and billions in cultivating. And who needs community when you’ve got a relationship like that, right?

Through innovative technology and aesthetic design, Apple Inc. has established a unique reputation comparable to the cult in the consumer electronics industry.

To sum up, the majority of buyers need to customer feedback and support to feel themselves in safe. So that is why, people search some responses about products before they will buy.