The topic is going to be proposed on social media and marketing, which will be based on the New Movement 2.0 Scandinavian sneaker company. The main objective is to provide an analysis of five specific elements for auditing the company’s social media presence on various platforms such as sentiment analysis, reach, company posts, feedback and average response time. A social media plan is a fundamental part of one company’s growth stacks that includes a sketch of a planned out subject matter, a storehouse of industrialisation tools, and instruments for keeping records of performance metrics and so on. New Movement 2.0 is a Scandinavian sneaker company which is made in the EU with natural and recycled materials such as rubber and plastic. The company has a set an estimate for cleaning up the ocean and empower the local communities. Plastic equal to 210,000 bottles removed from the ocean and counting. The following essay is going to be discussed and channelised into five elements which include sentiment analysis, reach, company posts, and feedback and average response time. The appropriate measures such as exposure, engagement, influence, impact on purchasing and advocacy based on social media and marketing which is also going to be discussed in the upcoming section.
Sentiment analysis: – Sentiment analysis is a set of circumstances depending on the mining of text which recognises and extorts the instinctive information in materialistic sources (Balahur, 2013). It will benefit the business to figure out the social sentiment of one’s brand, goods and services while observing and following the online conversations, as shown in figure no. 1(Wang & Li, 2015).
The company New Movement 2.0 is always focused on the demands of the customers, and by their innovation of utilising 200 plastic bottles to produce every pair of sneakers have already attracted numerous customers. They already have a community of 767 people supporting their New Movement.
Reaching Customers: – The most appropriate and best ways to reach out to the customers is via Social media. The companies are required to expand their businesses in a broader aspect, and the social media platform is the flow of a wide range of customers (Parsons, 2013). Twitter and Facebook have turned out to be the most significant sources for deriving traffic on social media and companies can easily channelise their products and services via this network as shown in the figure no. 2 (Oztamur & Karakadılar, 2014).
New Movement 2.0 is always up for securing their customers and able to reach out to them by allowing discounts up to 57 per cent that too without charging any shipping charges throughout the world. They have been generating 48-hour flash sale and have been utilising social media customer service more effectively.
Company Posts: – The perspective and strategies have been changing rapidly, so it is quite essential to understand the current likes and dislikes of the customers (Oztamur & Karakadılar, 2014). The companies should utilise such platforms and should engage customers by highlighting their products on various websites, as shown in figure no. 3 (Aichner & Jacob, 2015).
New Movement 2.0 has spread their innovation like the soles are made up of 80 per cent recycled rubber, and 20 per cent virgin rubber and have been operating such functions over social media since the beginning. In this way, they may gain enough sources to present their products, and it can run successfully without any burden.
Feedback: – Feedback is the certified information delivered and provided by the clients about their satisfaction and dissatisfaction with any of the goods and services (Bhatia et al., 2013). The comments or opinions are a source of resource in order to enhance the experiences of the customers and regulating such actions according to their needs (Mergel, 2013).
There have been mixed reviews and comments, but most of the customers have appreciated their level of hard work, especially the demand for Model Apne Black has risen. The company New Movement 2.0 always consider those feedback as a process through which they can improve their technology, strategies and can apply various innovative ideas.
Average response time: – Response time is referred to as the amount of time. The application server is the process where it intends to return the outcome of a user’s request. It is the program that controls and manages all the operations between the users, along with the organisation’s backend business databases (Cui et al., 2018).
A maximum number of customers have liked New Movement 2.0’s the Model Huk black, which has been men’s favourite out of the vast lot. The response time is influenced by specific aspects such as network transmission capacity, number of consumers, and a variety of requests delivered, and average think time.
Goals and Strategies: – Social media is a useful tool that can provide strong support to one’s company and can help the company to focus on its efforts (Aichner & Jacob, 2015). In this world, there is about 70 per cent of the people who are active on social media. So marketing strategies should be concerned on the majority of the consumers who are attached to this chain. The strategies should be concerned about the preferences of the consumers and should take an adequate measure, such as delivering better products in the upcoming future.
The New Movement 2.0 Company has established certain effective taglines to grab the attention of the customers successfully like “cleaning up ocean plastic equal to 200 plastic bottles for we pair we make” as well as “We’ve made it our mission to make socially responsible Scandinavian design sneakers available to everyone.” These taglines have been successfully maintained for all the customers.
FIGURE NO. 1:- SENTIMENT ANALYSIS
FIGURE NO. 2- REACHING THE CUSTOMERS THROUGH SOCIAL MEDIA
| ORGANISATION | FACEBOOK PRESENCE (%) | TWITTER PRESENCE (%) |
| Universities | 8 | 2 |
| Retail | 6 | 1 |
| Auto Dealers | 4 | 1 |
| Media | 3 | 2 |
| Health | 2 | 0 |
| Others | 4 | 1 |
FIGURE NO. 3:- VIEWERS FROM DIFFERENT ORGANISATIONS
MEASURING
Exposure (Opportunity to attend to content) page view: – Exposure in social media marketing services is the midpoint where the achievements are built so that it could seize the attention, and can generate online conversations. It has become a platform which is effortlessly available to any person along with internet access (Xie & Lee, 2015).
New Movement 2.0: Scandinavian Sneakers for a Better World can quickly secure unlimited attention by showcasing their recycling strategy and the initiative they have taken to clean up the ocean by utilising plastic 210,000 bottles in order to produce the sneakers.
Engagement (interaction with contact) Time spent: – Social media engagement evaluated the public shares, likes and comments for an online business’ social media efforts (Barger & Labrecque, 2013). The engagement has historically been a familiar metric for figuring out the performance of social media but does not certainly interpret to sales.
The company New Movement 2.0 has been at the forefront of social media, especially on twitter, because of their initiative, and they have been offering free shipping costs throughout the world. The affordable prices have been the highlighted factor on social media such as $119 or even $99. The customers can share their experiences on their official page, and they also offer secure refund policy at any part of the world.
Influence (Ability to change opinion or behaviour) Klout score: – Klout score is referred to as the indicator of how effective the activities are revolving in social media. It can assist the organisations so that it can determine and observe the assistance by reexamining the activities on social media (Chung, Zeng & O’Hanlon, 2014).
New Movement 2.0 Sneaker Company can utilise this website to connect with the accounts to this social service that will scan its activities to determine how influential it seemed like in the social media. The activities such as they are producing the best designer sneakers by utilising 200 plastic bottles for every pair in order to promote a sustainable future ahead.
Impact (effect on the target audience) purchase: – Twitter and Facebook have become the most significant websites where people prefer to show customer support and product enquiries. Impact of social media on consumer purchase decisions is broadly utilised for establishing brand awareness (Xie & Lee, 2015).
In recent times, New Movement 2.0 has been offering 48-hour flash sale where two pair of sneakers are available at half price. They have been delivering products at a flat 57 per cent on the purchase of two pairs which includes two free lace kit, sticker pack and 2.5kg of plastic has been removed from the ocean at every purchase. They are highly committed to their mission which is to promote and generate Scandinavian design sneakers to everyone over social media.
Advocacy (suggest action to another user) Recommendation: – Social media advocacy is one of the best ways to expand the company and its products (Barger & Labrecque, 2013). It is associated with utilising the third-party supporters, which is known as brand advocates. It helps to promote its channels on social media.
New Movement 2.0 has been supported by 767 supporters from all over the country Norway, United Kingdom, United States, Germany, Australia, and so on. There are approximately 139 backers from Norway and 85 backers from the United Kingdom. In this way, the company is slowly growing into a big venture and quite fast enough to grab the attention among the customers.
Thus, in the largest platform of networks, people can be connected with the organisations rapidly. Social networks are the new aspect of reality that has turned out to be the central part of the business. Therefore, more than 90 per cent of marketers have reported that they are very much willing to utilise social networks for business purposes. Business professionals and marketers do support the fact that the strategies related to businesses may benefit from using social networking sites. In this way, applying such strategies has developed as a part of business practice.
BIBLIOGRAPHY
Aichner, T., & Jacob, F. (2015). Measuring the degree of corporate social media use. International Journal of Market Research, 57(2), 257-276.
Balahur, A. (2013, June). Sentiment analysis in social media texts. In Proceedings of the 4th workshop on computational approaches to subjectivity, sentiment and social media analysis (pp. 120-128).
Barger, V. A., & Labrecque, L. (2013). An integrated marketing communications perspective on social media metrics. International Journal of Integrated Marketing Communications, Spring.
Bhatia, S., Li, J., Peng, W., & Sun, T. (2013, August). Monitoring and analyzing customer feedback through social media platforms for identifying and remedying customer problems. In Proceedings of the 2013 IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining (pp. 1147-1154). ACM.
Chung, W., Zeng, D., & O’Hanlon, N. (2014). Identifying influential users in social media: A study of US immigration reform.
Cui, R., Gallino, S., Moreno, A., & Zhang, D. J. (2018). The operational value of social media information. Production and Operations Management, 27(10), 1749-1769.
Mergel, I. (2013). A framework for interpreting social media interactions in the public sector. Government information quarterly, 30(4), 327-334.
Öztamur, D., & Karakadılar, İ. S. (2014). Exploring the role of social media for SMEs: as a new marketing strategy tool for the firm performance perspective. Procedia-Social and behavioral sciences, 150, 511-520.
New Movements 2.0: Scandinavian Sneakers for a Better World. (2019). Retrieved 22 November 2019, from https://www.kickstarter.com/projects/newmovements/sneakers-design-for-a-better-world-by-new-movements
Parsons, A. (2013). Using social media to reach consumers: A content analysis of official Facebook pages. Academy of marketing studies Journal, 17(2).
Wang, Y., & Li, B. (2015, November). Sentiment analysis for social media images. In 2015 IEEE International Conference on Data Mining Workshop (ICDMW) (pp. 1584-1591). IEEE.
Xie, K., & Lee, Y. J. (2015). Social media and brand purchase: Quantifying the effects of exposures to earned and owned social media activities in a two-stage decision making model. Journal of Management Information Systems, 32(2), 204-238.
(“New Movements 2.0: Scandinavian Sneakers for a Better World”, 2019).
