Hideous Pyjama’s with Eyes and other Scary Features understand ROI

Peter Alexander. Many readers may know this company and some may not. To cut it short, it is a designer fashion brand which specialises sleepwear. Not just any sleepwear however, but hideous and terrifying articles of clothing with eyes and faces and a whole manner of sickly features. In fact, if you were to walk into one of their stores, you would most likely be overcome by a horrendous shade of pink that will most likely cause your eyeballs to pop and an excessive multitude of badly photoshopped pictures that look like someone puked the dictionary all over it. 

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I could discuss my disdain for the overpriced and horrifying sleepwear all day, but it doesn’t change the fact that they have to be doing something right. Over the past year Peter Alexander has experienced a 15% increase in profits from the use of social media alone (sadly I can’t find the location where I saw this information, even though I found it 15mins ago). Through the use of Facebook, Instagram and to a lesser extent Pinterest, Peter Alexander has managed to skyrocket its profits in a single year.

The main question however is, how much has Peter Alexander invested into social media and how much return are they getting on this investment. According to Melinda Oliver from Smart Company (2013);

“Premier investments, the parent company to Peter Alexander and a myriad of similar brands, released its full year financial results on the 17th of September, 2013, reporting that it intends to grow the Peter Alexander network by up to 50% over the next three years (http://tinyurl.com/lwztdsb).

Going by this statement, it is safe to assume that Peter Alexander invest a high majority of its advertising funds to social media. Given that in 2012 they had a profit growth of 15% directly influenced by social media marketing, it is also safe to assume that this 50% increase over a three year period will result in a very beneficial ROI. 

Peter Alexander (the man behind the company itself) stated in 2005 that;

“The web is huge for us. It is 40% of the business and works well in conjunction with our catalogue.” (http://tinyurl.com/klten76)

Being that this statement was made in 2005, it is clear to see how the web and social media is providing a very high return on the investments placed into web 2.0 technologies and social media.

So that’s it for the semester. Thank you for your time everyone and I wish all the best for you in your exams.

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Getting my Belated Stalk on!

Social Media Monitoring, is the flavour of well 2 weeks ago now, but what is it? Its the process of monitoring an organizations social media channel’s. These include blogs, twitter feeds, facebook pages and any other tool which can be associated with social networking. It has one HUGE benefit for the organisation. It lets them know what their customers think is hot and what is not, which helps facilitate what they need to improve on, stock in stores or provide for their customers. The two tools I chose to use for this exercise were “Addictomatic” and “Social Mention”.

Both of these tools provide a plethora of information from blog posts and youtube videos to Bing news and Flickr (plus heaps more). The company I chose was Big W, as I myself work there and figured that I would find it interesting to see results that came up for the company to see one way they make their decisions. 

First I used Addictomatic, with this little creeper of robot below.Image

 

I found this tool to be absolutely fantastic. I started off with a few basic searches of the companies name as keywords which returned multiple results (mostly recent news, posts about the company, experiences etc). Then I set the keywords to be more specific, aiming more at brand names (e.g. Sunbeam) and exact product names (e.g. Monster High and Retro Toaster). It returned with a variety of posts, videos and images in relation to the keywords, both positive and negative. Seeing it return so many results so quickly easily gave me an understanding of how it instantly benefits the organisation as a whole. I also found the tool to have an exceptional layout as I’m sure others have found in there experiences.

I then turned my attention to Socialmention

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Although useful, I found Socialmention to be lackluster as opposed to Addictomatic. The layout for starters was nowhere near as clean and when I entered keywords, it did not return as many results, nor anywhere near the same variety. The only benefit I found it had over Addictomatic  was the prevalence of graph’s and charts, which made it easier to identify values for certain catagories.

My personal choice: Addictomatic!

I personally found Addictomatic to be a much easier and rewarding experience . The number of results returned as well as the variety of results proved to be more rewarding than the prevalence of graphs, as it provided deeper information on the subject. However it would be a very nice addition to include graphs and charts like what was included in Socialmention.

Thanks guys.

 

Got my Mojo!

This week we are going to delve into Mojo! Not Austin Power’s Mojo. But the company, Publicis Mojo. They are an advertising firm who have done work for Ray White, Subway, Air Asia and a host of other companies. Although they have a severely limited facebook presence, they do maintain a blog (http://blog.publicismojo.com.au/).

What is particularly interesting about their blog  is that they use very little text in their blogs. They mainly use pictures from their recent advertising campaigns and social events that occur. Their most recent blog posts are in relation to their Homemade Superhero event, which was part of their Snowdome Fundraising Trifecta.

This fits in very nicely with one particular Lever of Value. And that is Marketing.

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The above photo is for an advertising campaign for Tourism NT. This is how the entire blog is portrayed and potential clients are able to see the high quality of work that publicis Mojo is capable of. This is the only real lever of value that is portrayed in Mojo’s blogs, from their website. They do have a twitter page in which they discuss in more detail the events that they are participating and highlights from their campaigns but considering that Mojo is an advertising company that should maintain an effective social presence through the use of enterprise 2.0 technologies.

Apologies for the lacklustre and late blog, I have a few large assignments really putting the pressure on. My week 9 blog will be more up to standard.

Aside

Hey everyone! Hope you had a good one week break and are ready to get back into the thick of things.

This week was a tricky topic. A non-governmental AND non-profit organisation. I had zero ideas for this so I had to do a bit of research. I came across Boystown. 

Boystown’s mission is to: (according to their website http://www.boystown.com.au).

  • Advocate on behalf of, and to support, disadvantaged young people through education, counselling, peer support and preparation for employment
  • Develop programs for the improvement of the everyday lives of young people
  • Provide social welfare services for children, young people and their families experiencing social and economic disadvantage, and
  • Relieve poverty, sickness, suffering, distress, misfortune or helplessness in the community.

They essentially provide for disadvantaged young people a means to gain a proper education and grow up in a stable and supportive environment, whilst improving their social and professional skills. 

I have long known about Boystown but I have never gone too deep into their enterprise 2.0 capabilities. After doing a bit of digging, it appears that they only have limited enterprise 2.0 uses, relying more on simplicity to get their message across. The majority of their use is through social media (Facebook and tiwtter). Through social media they capitlise on event’s and promotions to obtain the interest of those viewing the site and to respond to any queries. A major event that Boystown participates in is Prize Homes (to which they have their own facebook page for this specific event). These aspects also both adhere to two levers of value (as discussed in earlier blogs)

  • Customer Service
  • Marketing

Allowing Boystown to increase its member base and increase its reputation at the same time (although it is already a well known organisation). 

Although knew to the social media scene, Boystown is doing an effective job at using enterprise 2.0 technologies to increase its presence and make its mission known. 

 

Big Legal Risks

Hey again, time for a new exciting episode. So this week the topic is legal risks in relation to enterprise 2.0. Surprising isn’t it? Enterprise 2.0 technologies have legal risks associated with them! Just like any normal business move. What is commonly misunderstood however is how serious these legal risks can be. Sometimes these risks can be even more tumultuous than regular business dealings. 

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This week’s company of the week is Woolworths. As everyone should know, Woolworths is one of Australia’s major supermarket branches and fresh food provider. I personally had some first hand experience with implementing enterprise 2.0 technologies into the Woolworths head office yesterday. My task was to assist with an initial Google roll out for all of the area and regional managers and their specialists. 200 Ipads and Iphones in a 4 hour time period, talk about taxing work. Why is this relevant you may be asking? The legal aspects were immense. 

To simply move the devices from Microsoft servers to Google servers, it required six legal documents to be signed. Six! Naturally the specifics of these documents cannot be discussed however they covered areas from information privacy (both oral and written) to copyrighting. 

With the head office and all major offices moving to Google mail instead of exchange, it introduced the prospect of Google Hangouts and Google Documents. Although this results in a major advantage for their productivity it brings a legal issue to view. The employees aren’t locked to using these products within the work environment. Since they can be accessed from outside the work environment, there is always a risk of confidential information being leaked.

So even something as simple as a Google roll out brings innumerable legal issues to light, so its easy to imagine the risks associated with an even bigger enterprise 2.0 roll out. Ill leave that scary thought with you and end it for this week.

Adieu 

Lever D’Amour

It is getting more and more difficult to keep on track with these blog posts. For some reason, each week I get into the university semester, the busier work gets. Lets talk about levers shall we?  Not the ones that open up conveniently hidden doors in Skyrim. The levers of value.

 

Companies embracing enterprise 2.0 and web 2.0 technologies need levers of value to build their presence. This blog will discuss one such company, who I have become particularly knowledgeable about over the past week, due to my girlfriends sudden obsession, Kitten D’Amour. As most female’s will know, and any male with a girlfriend will know, Kitten D’Amour is a clothing brand boutique which specialise in designer clothing, particularly vintage Victorian themed clothes. 

 

Kitten D’Amour maintains a facebook page which often updates many times a day, and holds special competitions and displays new release items to the public. This isn’t just for show, or simply to get more sales, it is effectively used to implement levers of value. The main levers that Kitten D’Amour would experience from their facebook presence are:

– Marketing: 

    – Customer feedback

    – Promotions and special events

– Customer Service

    – Quick and accessible customer service via private messaging and public comments via customer -> Kitten D’Amour and visa versa

    – Saves the customer needing to call or physically travel to a store to receive the same feedback.

 

A few weeks ago in fact, I got to witness a special event first hand as Kitten D’Amour asked the community to name a particular piece of clothing. Although, some may see this as simply a fun event to see who comes out with the best title, Kitten D’Amour more often than not name the piece of clothing with the winning title. This is an exceptional move on their part as it really brings the community into the picture, in terms of their presence in the online community and essentially maintains themselves at a high standard.

 

Companies which utilise Enterprise 2.0 levers of value effectively really give themselves an advantage over other corporations, as it can often be the factor which defines a sale.

 

Sorry for the lacklustre blog this week (techincally late), I am just distressingly tired from work and aim to pick up my game for my next post. So until then, Adieu. 

Enterprise 2.0…to bodly expand where no company has expanded before. Or have they?

Another week, another blog. Two weeks in and this still feels completely and utterly alien to me. As any of you might be able to tell, I left this to the last minute. However, for once it is not entirely my fault and we can turn the blame spotlight to my work. Anyway, onwards to the point at hand. Enterprise 2.0.

Implementing enterprise 2.0 technologies such as Facebook and Twitter, is as dangerous as the first time the USS Enterprise had to overload the photon torpedo’s. A complete and utter disaster, resulting in the complete incapacitation of the ship, or in this case, the company. 

The way I see it, social technology in a corporate world shares the same benefits and risk as cloud storage. If used correctly, it has the potential to catapult the company to a new era. If it is used incorrectly however, it could result in an almost apocalypse-like scenario for a company. It is hard to hide the fact however, that enterprise 2.0 and social networking is an integral part of society today. 

I came across a blog by a man named Milos Vujnovic which piqued my interest (it can be found here http://milosvujnovic.blogspot.com.au/2010/11/implementing-enterprise-20-into.html). Although and older blog (being posted in 2010), it gives an impression of what implementing enterprise 2.0 into an already established company is like and the care that must be taken. It also shows how long enterprise 2.0 has been trying to work it’s way into the corporate world, slowly gaining a foothold hear and there. The main point from this blog I would like to point out is the following,

“Every company is different, like people are different and culture all over the world and within countries is different.”

This single comment outlines how enterprise 2.0 is not some company upgrade which can be downloaded and installed overnight to instantly improve a company. A huge amount of planning must be looked at before it is even given the go-ahead, and even then it must be carefully eased into place to fit with the company in every way, shape and form. 

As I sit here drinking my tea from my giraffe mug, I continue to read through cases of failed and successful implementations of social networking and how it can ruin a company. This makes my brain tick and whirl. Do we really need these forms of media in companies and if we do, are we ready? Surely the we are by the year 2013, but with so many companies failing to grasp its concept, it makes you wonder.

Signing off,

Ciao