You must complete Part A and B:
Part A:
Most major companies use social media to interact with their customers. One famous example of this is the Wendy’s Twitter account which uses both humor and speedy responses to engage with customers. Here is an example of Wendy’s responding to a customer quickly who had a concern about their food. Here is an example of Wendy’s using humor to engage with its customers. On page 80 of your textbook, the “4E Framework for Digital Marketing” is explained: Excite customers with relevant offers, Educate them about the offering, help them Experience products, give them the opportunity to Engage with the firm’s digital marketing activities. While Wendy’s does share offers on it’s Twitter, the tweets I listed are examples of the company Engaging with customers. The book lists examples about how each of the four E’s are used by companies.
For this question: I would like you to:
1. Select a company
2. Analyze their social media
3. Select a post or three of theirs and explain which E they are implementing and why.
Part B:
Your book discusses Corporate Social Responsibility and Conscious Marketing. Both are ways in which corporations and businesses aim to impact society and the world positively. For Part B I would like you to:
1. Chose a publicly traded company
2. Look up the company’s social responsibility program. You can do this by visiting the company’s website. The book lists several examples.
3. Describe one of the company’s social responsibility programs. Do you think this is a good program? Did you know about this program before researching it?
When responding to your peers, give feedback about their responses. Do you agree? Is this new information to you?
*** You must respond to three of your peers. You can comment on either Part A or Part B, but you must make the word limit listed on your syllabus. Your responses should reflect on what your peer posted, or compare their posts to what you found for your own.***
*I give bonus points for thoughtful responses at the end of the semester.
classmate 1
Tonasia Malloy
Kate Spade/ Conscious Marketing
COLLAPSE
Part A
Company: Kate Spade
Source: Instagram https://www.instagram.com/katespadeny/
Analyze their social media : In analyzing there social media there the have a lost of aspects of there company like some of the communty out reach, social impact and the best way to add your style to some of they bag’s they love.
Select a post or three of theirs and explain which E they are implementing and why.
1. One if the E’s that was implement is Excitment the company posting the new spring collection bag’s and makeing sure to keep the coustmer in mind when posting can make the custmers really excited. The custmers will then be really excited to log on the the web siight to check if new bag’s came out
2. Anouther E would be Education Kate Spade has a lot of communty out reachand they use celebrites and the media to not only promote the company and there community outreact.
3. And my last E is Engagement Kate Spade encourage there customers to use there own style to complament the bag’s that are on the companys sight and to post them.
Part B
1.Chose a publicly traded company: Amazon
2. https://business.amazon.com/en/social-responsibility
3.Describe one of the company’s social responsibility programs: One of the companys programs are buying local, I think this is a good program because it educates customers on how to find local buyers,offers local sellers within the buyer’s shopping experience based on criteria set by the account administrator and simplify reporting on corporate or team goals. Use Amazon Business to create exportable reports of orders filtered by seller zip code, city, or state. I did not know something like this could even be done. I think it will be amazing because everyone is now going into business for themselves and its good to have a step by step way of how to own your own company.
classmate 2
1 day ago
Iryna Ryzhavska
Social Media and Conscious Marketing
COLLAPSE
Part A
Chosen company: Nike. Source: X
Post: “Can’t match that @_ajawilson22 shine 🪩 Hyped to reveal the A’ logo.”
Analysis: Nike’s post about @_ajawilson22 and the A’ logo reveal primarily uses Excite and Engage elements of the 4E Framework. It excites customers by generating enthusiasm around the athlete and the new logo, creating a sense of anticipation. The Educate element is also present as it introduces followers to the new logo and reinforces Nike’s collaboration with A’ja Wilson. The post strongly encourages Engage by tagging the athlete and sparking interaction among followers.
Post: “Representing the gritty, hardworking ethos and aesthetic of the city. The Dunk Low ‘Philly’”
Analysis: post about the Dunk Low ‘Philly’ primarily uses Excite and Educate elements of the 4E Framework. It excites customers by tapping into regional pride and identity and educates them about the product’s connection to Philadelphia’s culture. There is also an element of Experience as it allows followers to visualize and feel the narrative behind the product. While the post may not be explicitly engaging through direct calls to action, it implicitly encourages interaction through shared cultural values.
Post: “Just like worn-in denim, the AJ1 ages to perfection with every step. The @Jumpman23 Air Jordan 1 High OG ‘Denim’”
Analysis: Nike’s post about the Air Jordan 1 High OG ‘Denim’ primarily uses Excite and Experience elements of the 4E Framework. It excites customers by highlighting the unique aging process of the shoes, drawing an appealing parallel to worn-in denim, and setting an expectation of ongoing personal experience with the product. The Educate element is also present as it informs about the quality and durability of the product. The post subtly encourages Engage by tagging @Jumpman23 and inviting a sense of community among Jordan brand fans.
Part B
Corporate Social Responsibility Analysis
Chosen Company: Microsoft Corporation
Social Responsibility Program: AI for Accessibility
Microsoft’s AI for Accessibility program leverages artificial intelligence to enhance the lives of individuals with disabilities. The program focuses on three main areas: employment, daily life, and communication and connection.
Employment: Collaborating with organizations to develop tools that improve workplace inclusion for people with disabilities.
Daily Life: Supporting the development of AI solutions like Seeing AI, which narrates the world around users, and Soundscape, which uses 3D audio for navigation.
Communication and Connection: Enhancing communication for people with disabilities through tools like Translator for real-time translation and Learning Tools for better reading and writing.
Evaluation of the Program:
I believe the AI for Accessibility program is excellent. It not only shows Microsoft’s commitment to social responsibility but also highlights the potential of technology to create a more inclusive society. By focusing on practical, impactful solutions, the program directly addresses key challenges faced by people with disabilities, enhancing their quality of life and opening new opportunities for growth.
Before researching this, I was vaguely aware of Microsoft’s efforts in accessibility but did not know the specifics of the AI for Accessibility program. Learning about this initiative has given me a deeper appreciation for the company’s dedication to leveraging technology for social good.
In conclusion, Microsoft’s AI for Accessibility program is a strong example of aligning corporate social responsibility with the company’s core competencies to create meaningful impact. This initiative benefits individuals with disabilities and sets a precedent for other companies to follow.
classmate 3
when i get classmate 3 work i will send it
