Embed Size (px)
Citation preview
Gordon Geraghty (C12385536)
Lena Meyer (D15123291)
Sarah Trainor (C12366976)
Grainne Lynch (C12393516)
DT413/4
Word Count: 4944
Assessment for:
Strategic Management (TFMG3011) - Jennifer Lawlor
Date of Submission: 19/10/2015
Contents
Introduction.....................................................................................................................................2
What is Social Media and What Platforms are Companies Using?........................................................4
Social:.........................................................................................................................................4
How to Manage an Online Presence and Perfect the Use of Social Media..............................................7
The Problem with Rushing Into Social Media.....................................................................................9
Why people don’t interact with social media?...............................................................................10
When Social Media can have a negative effect on a Company........................................................10
Company Case Study: Cuckoo Events..............................................................................................12
What they Do.............................................................................................................................12
Timeline of Presence...................................................................................................................12
Why Cuckoo use Social Media....................................................................................................13
Evaluation and Recommendations:...............................................................................................14
Conclusion:...................................................................................................................................17
References:....................................................................................................................................18
Appendices:...................................................................................................................................21
Logbooks:..................................................................................................................................29
1
Introduction
“Companies today are rushing headlong to become more digital… This often results in
piecemeal initiatives or misguided efforts… [regarding their usage of social media platforms]”
(Dorner and Edelman, 2015)
In this quotation, Dorner and Edelman express their concern that companies may be moving too
fast to become digital without a clear understanding of exactly what digital means to them and,
as a result, what it means to their business. For some companies it means just a new technology,
for some it is a way to communicate with their customers and for some it is a new way to make
business. In any case, companies to use digital and social media are generally a step ahead of
those who don’t. Those who rush into becoming more digital are often unprepared and can end
up making mistakes.
This essay will look at the following:
● What social media is and the platforms that many companies use. There are thousands of
social media platforms, from the giant Facebook to the ever-growing Vimeo that
companies can use to boost their image and promote their products. The first part of this
essay will look at the main platforms used and discuss the advantages and disadvantages
of each. It will also look at what it means to go digital in this day and age and how
companies can learn from each other and grow by becoming more digital.
● How to manage an online presence and the perfect way to use social media. Companies
need a risk management to be prepared for difficulties. Furthermore the essay explain the
importance of the employees participation.
● The advantages and disadvantages of rushing into social media and what results it has on
a company.
2
● Why some people in Ireland don’t use social media. Research shows that Facebook is the
most used social network in Ireland but that only 52% of the population use it. This
means that a large portion of the country do not use it, the same can be said for all other
social networks. This report will explore these findings and try to understand why people
choose not to use social media platforms.
● Why companies don’t need to use social media as a tool. 51% of Irish consumers talk
about brands on social media, this would indicate that more than 70% of companies
should want to use social media, however that is not the case, This work will examine
why 30% of companies in Ireland choose not to use social media.
● A case study will be undertaken of the Irish Event management specialists, Cuckoo
Events, The author will compile a timeline analysis of Cuckoo Events , detailing where
they came from and where are they now. The case study will then look at why Cuckoo
uses Social media as a tool, using their twitter and facebook pages as a basis for this
study.
● The authors will then make some evaluations based on the information they have
gathered. They will then make some recommendations based on these evaluations which
will suggest strategic improvements that may benefit the future of Cuckoos online
presence.
3
What is Social Media and What Platforms are Companies
Using?
Companies have been using digital technology to support their business for years. For example,
in 1999, drugstore.com, one of the first internet companies, sold stock to the public. Within
seconds, the stock price increased to $69. This created a market value of over $3.5 billion.
(Collins, 2001). Collins says that any mention of a company using the Internet back then meant
they were the leaders in their fields.
Now, in 2015, we see companies running headlong into becoming more digital in order to catch
up and advance.
Leading business and technology company Cognizant (Cognizant, 2015) describes ‘going
digital’ as an amalgamation of four things: Social, Mobile, Analytics and Cloud, or ‘SMAC’ for
short. In this section I will discuss the social aspects of digital technology.
Social:
Social media has become part of daily life for most people. There are three ways companies can
use social media to reach their customers. Networking, promoting and sharing.
Networking:
1. Facebook: one of the most widely used social media platforms on the world wide web.
According to online statistics site Statista, it is estimated that there are 1.49 billion active
users on Facebook. If a company can reach event one tenth of that number through ads,
text posts, images and more recently, video, their customer base is enormous. Now,
Facebook has enabled businesses to track how many people see their posts, to pay for
more exposure and to improve rates of response. This is called Facebook Insights.
4
According to Turner and Shah however, Facebook's growth may begin to slow soon, with
more competition cropping up and fewer young people signing up. (Turner, 2011).
Companies that rush into using Facebook may not know how best to use it and may miss
crucial tricks to maximise their reach.
2. Google+: Google+ made a lot of noise when it first launched. Unfortunately, it fell quite
flat. It’s pro’s are that it is easy to use as a platform but it is not widely used and it has
lots of competition. However, Turner says that many companies would like to look into
using Google+ more.
3. LinkedIn: This social media platform has been around since 2003. Many would argue
that it was the first of it’s kind. It is very widely used by companies and professionals but,
according to Turner, not many people know how to use it effectively once the page has
been set up. LinkedIn do have special pages and deals for companies but they are not
used to their fullest.
4. Twitter: Another one of the most widely used platforms, with an estimated active user
count of 316 million. Twitter is a ‘micro-blogging’ site, meaning messages and posts are
short and concise. This means that businesses must word what they want to saying a
smart way. Again, rushing in to connect with platforms such as Twitter and not really
thinking through their messages can be detrimental. For example, in 2013, American
mobile phone provider AT&T tweeted an image of a phone taking a photo of the Twin
Towers on the anniversary of 9/11. It was met with serious backlash and AT&T were
forced to make a public apology. (CNN Money, 2013)
Promoting & Sharing:
1. Bing/Google/Yahoo: While these sites are not technically social media platforms, they
are digital tools that companies can use to boost themselves. Google gives businesses a
way of optimizing their websites so that they will appear higher up in searches on
specific topics. An example of a tool that does this is Google Adwords. Companies may
5
not take the time to optimise their sites in this way, which may be losing them valuable
views.
2. Blogging: Many companies have turned to blogging about their products in order to
promote them. Sites such as Blogger, Tumblr and Vox allow companies to do this
casually whereas TypePad, Drupal and Wordpress are more professional.
3. Email marketing: Tools such as MailChimp, AWeber and Exact Target are useful for
sending newsletters and updates to large numbers of people. It is highly measurable and
targeted but does require an ongoing effort from companies.
4. Vimeo/YouTube: More and more of the content that consumers are looking at is video.
Companies sometimes neglect this fact. Vimeo and YouTube allow businesses to upload
and share videos about themselves and their products. (Tonkinson, 2013) Explained that
since Google bought Youtube, it has now become the world's second biggest search
engine and is still on the rise.
Even with all of these options for becoming more digital, only one in three companies think that
online marketing is effective. While this may be true, it may also be true that they rushed into it
headlong and are not using this digital world to the best of its ability.
In a recent study done by the Harvard Business Review (2014), 58% of companies surveyed are
engaged in social media already and 21% of those surveyed are in the process of launching it.
(Harvard Business Review, 2014)
Of those 58%, 87% use social media (Fig. 1)
The following paragraphs will detail how companies can manage their online presence and use
social media to the best of their ability.
6
How to Manage an Online Presence and Perfect the Use
of Social Media
In the following part we will identify and describe how companies should manage their online
presence. We will define and explain the perfect way to use social media.
The use of social media has grown during the last few years. It is becoming most important for
business. Companies communicate and engage with their customers as well as present
themselves and their products and offers. However, therefore they need to create well-structured
models with rules and guidelines on how to use social media. Chris Lake, the vice president of
Inbound Marketing at DueDil and the director of content at Econsultancy, explains some
guidelines in his blog, which companies are really using. They have to speak in the first person
and use a sensitive voice. Furthermore it is important to tell the truth and explain it with your
writing style. With honest conversation the company could reach their customers. To be
presented every time the company have to post constantly. Moreover the institution has to be
informed about their competitors and similar products. (Lake, 2009).
Additionally they should have a risk management strategy to identify, measure the potential and
control the risk of social media. Due to the globalization the environmental conditions are
changing fast and risks are created. Risk management is used to find the risk at an early stage, to
devise action measures and to avoid the risk occurring. It is aimed to look at the company and at
the environmental to identify all risks. Risk management is also the design of strategies for
avoiding risks. The company react to mitigate the risk. This only works if all departments work
together (Hartmann, 2006).
The institution should also introduce a regular training program for the employees and the
management. They have to train in the policies and procedures of working with social media.
The employee's participation in social media is more important than ever before. It is essential to
gain the benefits and goals. The employees represent the company as authentic and reliable and
they are able to form a relationship between the customer, investors, stakeholders, business
partners and the institution. The first step to manage the employees´ work at social media is to
7
research strategic communication. They have to define their mission, vision and values.
Therefore it's necessary to ingrain this understanding in the employees of the company. The
companies have to legalize the using of social media during the working hours as well as the
management have to participate in the social web to understand the process and be up to date.
The organisation has to arrange a social media team. The members should have knowledge of the
best practice and have to be trained in working with social media. They have a good
understanding of the company's culture, character, products, service and structures. Furthermore
they have to collaborate with the departments and the management. Therefore they need clear
guidelines and rules to understand the lawful and correct business of social media. In practicing
training sessions for the employees the company can explain the importance, risks, rules as well
as the technical know- how. This should be a constant education and not just one event. In
addition it is necessary to integrate and communicate with the employees. The close
collaboration with the social media team will maximize the success for the institution. The last
and most important step is to set short- term and long- term goals. Due to this the company can
analyse if the work with social media was successful. Also they can improve the way or the
tactic of using social media (Dreher, 2014).
In conclusion it is profitable to be prepared in presenting at social media. The company is able to
minimize the risks and present themselves on a covered way.
8
The Problem with Rushing Into Social Media
As previously stated in this report Social Media platforms have become daily part of life for most
people, “Almost everyone is a part of social media platforms nowadays. Facebook, Twitter,
YouTube, Instagram, Pinterest and Flickr boast of billions of active users the world over.”
(Customer Centricity Getting to the core of Social Media Analytics, 2015)
In 2014 The Digital Times reported that approximately 94% of the Irish population have at least
one type of social media account. These facts would indicate that it would make sense for
companies to grow and utilise their brand using Social Media networks to reach out to their
consumers. However this is not the case as studies show only 70% of Irish companies use
Facebook, which is the country’s most popular social media site having 52% active users daily,
to connect with their consumers. As shown in Fig10 51% of Irish consumers talk about brands
on social media (over all the platforms combined), that is over half the population. Many
companies are already successfully established on social media platforms, however, early on, too
many brands rushed in to building a social media presence but lacked a cohesive strategy that
aligned with overall business goals. (Gibs and Allard, 2015)
“In marketplaces around the globe – or more correctly, the marketplace of the globe – social
technology is now considered a ‘given’ in business.” (Evans, 2010)
Like Evans said many have anticipated that a presence on the web is a ‘must have’ and hastily
start reaching out to Facebook, twitter and other social networks, too often they have not got a
proper understanding of the long term effects of these efforts. Many companies may feel they
will be left be left behind as technology advances and they may rush into branching out into the
social media network. Experts say that it is essential for a brand to establish goals before the start
of a social media campaign and determine what kind of tracking measures the need to
implement.
McDonald’s #MCDstories twitter campaign is an excellent example of a social media campaign
that was obviously not well thought out or planned. The company wanted to become a
frontrunner in the twitter universe similar to burger king but their plan failed as a backlash of
abuse poured in which was obviously not their intention when launching the campaign. (Content 9
Marketing Institute, 2012) They intended to fill the internet with positive stories about the
farmers involved with the mcdonalds process (see fig. 13) but it backfired horribly when
members of the public took their own approach (see fig. 14).
Why people don’t interact with social media?
It would be a fair question to ask why all companies don’t engage in social media platforms as
they are missing out on potential target audiences, with 81% of Irish 18-24 year olds accessing
Facebook on their mobiles daily (see Fig 12). Is it a time constraint on the company? Is it a
financial constraint? Do they lack the staff or resources to maintain a constant presence on social
media? Or do they simply feel they already reach their intended audiences without a strong
presence on social media? Research shows that Facebook is the most used social network in
Ireland but that only 52% of the population use it . This means that a large portion of the country
do not use it, the same can be said for all other social networks. Maintaining a strong social
media presence is a fulltime job for many companies, sometimes a specific person is employed
but sometimes an intern or trainee may be entrusted with the task. Many companies may not
need to target the target audience who are primarily active on social media as their own target
audience may be that of the minority who do not use any social media platforms.
When Social Media can have a negative effect on a Company.
“In the big picture, social media helps consumers weed out the companies that deliver good
products and services from the companies that don't, making the economy more efficient”
(USA TODAY)
“Social Media is all about engaging with people..”. While this can be looked on as a positive
influence for a company, it can also be viewed in a negative light when you think about all the
bad reviews and hurtful feedback which can be easily shared on each social media platform,
whether it be a review site or not. (Aerin.co.uk) It has been said that people are more likely to
10
share a bad experience than a good experience and the development of social media platforms
has only made this easier for a customer to do. (www.retailcustomerexperience.com)
Businesses need to ensure that they maintain a strong social media campaign and that they deal
with all complaints and feedback in a timely, realistic and efficient manner as a carefully crafted
social media campaign can fall apart as quick as a tweet can travel around the world.
Approaching negative feedback incorrectly can lead to your problems multiplying.
(newstalk.com)
Social media platforms are skyrocketing in the number of complaints that are made and shared
nowadays, previously made popular on social sites such as trip advisor, rate my professor or
yelp. People are now taking to twitter or facebook to have their opinion heard, and the businesses
who are more likely to survive in this economy are the ones who are engaging with the
customers online, handling the negative feedback, apologising and sharing their side of the story.
Although in the past some business owners have created a bad name for themselves when
responding to complaints, an example of which happened in america when a customer didn’t
like her pie and made a complaint on the restaurant’s Facebook page. The responding employee
must have had a bad night himself because he unloaded on the woman with a binge of profanity,
name calling, and insults. ('50 Ways Social Media Can Destroy Your Business')
11
Company Case Study: Cuckoo Events
What they Do
Cuckoo are an Irish event company that specialise in Event Management, Event Production and
Event Safety. It was founded in 2012 by 3 members who still lead the team and it has steadily
grown to a company of 11 main members with a part time safety and events team. Surprising for
modern event company, they do not have a dedicated social media manager to monitor their
social media as evident by their LinkedIn profile (LinkedIn.com, 2015). Cuckoo run events such
as Dublin's Gay Pride Parade, production for various stages at Electric Picnic, Darkness to Light
charity event and various county council events for communities across Ireland.
Timeline of Presence
Cuckoos website, Facebook, LinkedIn, Twitter, YouTube and their blog all began in 2012. Their
website is a WordPress template and hasn't seen much change since its announcement and launch
(See Fig 3-4). It would appear that the website was rushed into without a lot of thought as
Google developers tools have shown there is a vast amount that Cuckoo can do to improve their
SEO (Search Engine Optimisation). Google provide free speed tools, seo tools and mobile
optimisation tools. Cuckoo scored low on both the speed (Fig 5 & 6) and SEO scores see (Fig 7)
but were high on the mobile optimisation 8(Fig 8). This is very important and Google changed
their search results to put mobile styled websites higher in page views. A report by Amazon in
2008 (Liddle, 2015) showed that just a tenth of a page speed increase was equivalent to a 1% rise
in sales. Using these free tools to reduce load time on a landing page, Cuckoo could potentially
increase their sales by 14%.
Much can’t be said for their YouTube channel. YouTube is the world's second biggest search
engine (Tonkinson, 2013) and the firm fail to utilise it effectively. The channel does not use
separate playlists or channels or different types of events, clients, years and so on. No meta tags
12
are used in the description or tagging of videos (Fig 9). If surfing YouTube, one would not
stumble upon one of Cuckoo’s events without searching directly for their channel. This results in
a low view and share rate of their videos. (SocialBakers, 2013) report of the rise in video
marketing for 2013 shows clear evidence that while video is on the rise, YouTube is steadily
falling but Facebook native video is on the up. (Fig 10 & 11) show how rushed the native videos
were uploaded to Facebook as they were filmed on site using hand held phones and neither the
client or event were integrated using relevant tags.
A LinkedIn profile has been set up but no posts have been made since it began. This clearly
indicates that Cuckoo do not market themselves for Business to Business (B2B) clients. Not
interacting with your business clients
Twitter is the main platform used to communicate with customers and clients. They are very
active with the main founder Mark Breen taking charge of the account personally.
Blogging is an essential part of Cuckoos strategy. Each month they mail out a well thought out
and detailed account of current articles and case studies as well as how Cuckoos latest events and
possible. How we know this is a key part of their strategy is due to the listing of event work and
possible upcoming positions in the firm. Cuckoo has received two awards in the Eircom Spiders
2013 and the Irish Social Media Awards 2015.
Why Cuckoo use Social Media
A company's online presence is there to help the consumer. To paraphrase (Smith, Berry and
Pulford), Businesses use websites and social media as a way to inform and help the consumer
along the buying process. Social media provides a cost effective way to stay in touch with
customers.
The platform that Cuckoo utilise the most is Twitter. Twitter is a very one to one, direct form of
marketing. It not only provides a quick bite size update on the company and its events on the
13
ground but serve as an easy and cost saving way to directly engage with consumers and vice
versa. While only 26% of Ireland consumers are on twitter, 60% of those users are within the age
demographic (Fig 1) that Cuckoo would be aiming their events towards. It would appear that
these videos and online aspect of Cuckoos strategy was rushed as there is no evidence of
planning.
The Facebook page gives the impression that posts and maintenance are rushed. The appearance
of Facebook describes the typical use of the traditional form of marketing where a message is put
out to the mass in hopes that someone will hear it. In todays moden Web 2.0 where consumers
can interact fully with businesses and not simply follow them like that of the traditional web 1.0.
It is very important that you interact with how your clients and share their relevant for online
engagement and positive free PR.
Evaluation and Recommendations:
After studying Cuckoo Events use of social media digital technology, the authors would like to
discuss some recommendations to boost their social media presence. It is clear that they are not
using the multitude of platforms available to them and the platforms they are using could be
utilised much more effectively.
For example, as per above, their LinkedIn profile has not been used at all. LinkedIn can be used
to expand not only their follower numbers but also to attract more corporate clients. LinkedIn has
a easy to use, extensive business account options which helps businesses to reach out to a very
wide consumer base. LinkedIn encourage businesses engage their colleagues and share
information rich content. It also has an insights system whereby businesses can observe exactly
who has seen their posts, visited their page and engaged with their content. Through this,
companies can strategically promote posts and photos by paying for them to be seen by a wider
range of people, thus increasing their chances of obtaining more clients. The authors would
therefore recommend that Cuckoo Events make more use of LinkedIn.
14
No person employed at Cuckoo is in charge of their social media also no activity is listed on their
Linkedin Profile (Linkedin.com, 2015). It is recommended that Cuckoo have someone employed
to monitor and maintain a higher quality of digital content who is not also in charge of the
business / Mark Breen.
Cuckoo Events do not have a dedicated social media professional. As said above, Mark Breen
conducts all of the social media work himself. This can be detrimental to any business as the
companies have to be presented 24/7. The stress factor is very high, that affect the health of an
individual. Social Media is slowly but surely becoming a full time job, and companies which do
have a full time social media representative are clearly benefiting from having one. An example
of one such company was detailed in an article quoting Armano (2009) “when a customer
tweeted his disappointment that a chain restaurant had run out of corn tortillas, a full time social
media employee alerted the branch manager in less than 2 minutes and the issue was resolved
even before the customer left the restaurant” This kind of response shows that an instantaneous
response, from the company can solve a problem almost before it becomes a problem.. Cuckoo
Events could benefit greatly from employing someone to take over their social media full time,
perhaps even an intern to manage their accounts.
While Cuckoo Events do post video to social media, it is rarely professional. Videos from their
events are usually filmed on a mobile phone. This reduces the video quality and in turn, fewer
people will watch the videos. According to a study published by Internet provider Cisco (2015)
“consumer internet video traffic will be 80% of all consumer internet traffic in 2016, up from
64% in 2014”. With this in mind, it seems clear that businesses should be improving video
content and quality. The authors would recommend that Cuckoo Events take advantage of the
many video production companies in Dublin and produce more high quality, informative video
content. While it may be expensive, the long term benefits will pay for themselves.
Cuckoo can improve its online revenue stream and conversions by updating their website using
minor steps. A report of Amazon in 2008 (Liddle, 2015) showed that just a tenth of a page speed
increase was equivalent to a 1% rise in sales. Using Google's free; speed, font, mobile and page
15
loader tools, Cuckoo can reduce the load time on a landing page, this could potentially increase
their sales by 14% based upon the scores in (Figs 4, 5, 6 & 7).
In conclusion, while Cuckoo Events do have a relatively good social media presence, it can be
improved greatly to advertise themselves and the work they do to the highest of their ability.
Some parts are rushed, their Facebook page which is done in the traditional marketing sense of
shouting something and hoping someone hears it. With all of the promotion and sponsorship
options on social media platforms, companies like Cuckoo should take the time to learn about
and use them effectively. The time and money put in will come back to them tenfold in the future
if social media is done correctly. (Edelman & MII, 2015)
16
Conclusion:
In conclusion, the authors believe that a lot of companies are rushing to become more digital,
usually to their detriment. Dorner and Edelman are correct in saying that this scramble to use
social media often results in ‘piecemeal initiatives and misguided efforts’. The companies have
to be prepared on working digital. They have to know to be well- presented at all times and
everywhere. Working with social media means to be in contact with the customer's immediately.
Therefore companies have to organize a risk management and training session with the
employees. In the case of rushing into social media the business isn’t well prepared in working
digitally. For this reason the companies won’t react on the right way. This is followed up with
unprofitable and disadvantageous presence. The effort of going digital isn’t satisfactory for the
business.
In this report, the authors have shown the knock on effects of social media campaigns both
positive and negative and gives the reader the foundations to build an opinion of the importance
of social media to a successful business endeavor. Constant and undivided attention and
interaction is key in ensuring that any campaigns a company chooses to run are fruitful it has
become a full time job that a company needs to fill either through the use of interns or current
employees or in larger companies it may be a case that a new member of staff should be hired
and be responsible for social network monitoring.
This is seen in a small way with our case study company, Cuckoo Events, in that they are highly
active on their twitter account and their own blog, however Cuckoo Events have limited
interactions on facebook and other social media platforms, making no use of Linkedin. This
could be as a result of wanting to interact with social media and jumping headfirst into twitter,
neglecting to look at the bigger picture and explore other social media platforms. As mentioned,
the facebook posts appear rushed, and moderators do not utilise all the resources available to
increase the reach of a facebook post. There is definitely room for improvement within Cuckoo
events social media strategies, and the recommendations of this report could act as a guideline
for their future.
17
References:
● Aerin.co.uk,. 'Why Social Media Is Bad For Business | Effective Website Design'. N.p.,
2015. Web. 19 October 2015.
● Armano, D. (2009, November 2). Six social media trends for 2010. Retrieved November
5, 2010, from http://blogs.hbr.org/cs/2009/11/six_social_media_trends.html
● '50 Ways Social Media Can Destroy Your Business'. N.p., 2015. Web. 19 Oct. 2015.
● Baxter-Reynolds, M., 2014. Everyone is 'going digital,' but just what does that mean?.
[Online] Available at: http://www.zdnet.com/article/everyone-is-going-digital-but-just-
what-does-that-mean/ [Accessed 12 October 2015].
● Beck, J.. (2015). Getting over the Twitter jitters. [Online] Available at:
http://www.channelweb.co.uk/crn-uk/opinion/2396094/the-twitter-jitters. [Accessed 15
October 2015].
● Cisco,. 'Cisco Visual Networking Index: Forecast And Methodology, 2014-2019 White
Paper'. N.p., 2015. Web. 19 October 2015.
● CNN Money, 2013. AT&T apologizes for 9/11 tweet. [Online] Available at:
http://money.cnn.com/2013/09/11/technology/social/att-9-11-tweet/ [Accessed 13
October 2015].
● Cognizant, 2015. Digital Business. [Online] Available at:
http://www.cognizant.com/digital-business [Accessed 12 October 2015].
● Collins, J. C., 2001. In: Good to Great: Why Some Companies Make the Leap... and
Others Don't. New York: HarperCollins, pp. p144-161.
● Content Marketing Institute, (2012). McDonald's Social Media Goes Wrong? The Bright
Side of #McDStories. [online] Available at:
http://contentmarketinginstitute.com/2012/01/mcdonalds-social-media-right/ [Accessed
15 October 2015].
● Customer Centricity Getting to the core of Social Media Analytics. (2015). 1st ed.
[ebook] Texas: Orchestrate. Available at:
http://www.orchestrate.com/resources/Featured-Guides/Customer-Centricity.pdf
[Accessed 15 October 2015].
18
● Dreher, Sonja, (2014), Social media and the world of work , Corporate Communications:
An International Journal, Volume 19/ Issue 4, pp. 344 – 356
● Evans, D. (2010). Social media marketing. Indianapolis, Ind.: Wiley Technology Pub.
● Edelman Digital & The Marketing Institute Ireland,. Social Media Survey. Dublin:
Edelman Digital & The Marketing Institute Ireland, 2015. Web. 19 Oct. 2015.
● Gibs, J. and Allard, K. (2015). Measuring Success in Social Media.. [online] HUGEINC.
Available at: https://www.hugeinc.com/ideas/report/social-roi [Accessed 15 October
2015].
● Hartmann, Wung, (2006), Risikomanagement im Internet als strategischer Erfolgsfaktor,
Berlin. Available from: http://www.strategisches-online-marketing.de/strategisches
%20online-marketing/bscrmii.html [accessed 13 October 2015]
● Harvard Business Review, 2014. The New Conversation:, New York: Harvard Business
School Publishing.
● Lake, Chris, (2/12/2009), 16 social media guidelines used by real companies, Blog.
Available from: https://econsultancy.com/blog/5049-16-social-media-guidelines-used-by-
real-companies/ [Accessed 13 October 2015]
● Liddle, J. (2015). Amazon found every 100ms of latency cost them 1% in sales. [Blog]
GigaSpaces. Available at: http://blog.gigaspaces.com/amazon-found-every-100ms-of-
latency-cost-them-1-in-sales/ [Accessed 10 October 2015].
● Linkedin.com, (2015). Cuckoo Employees. [online] Available at:
https://www.linkedin.com/vsearch/p?f_CC=3191819&trk=rr_connectedness [Accessed
12 October 2015].
● Loop, Jeffrey L. , Malyshev, Alexander G. (2013), How to Manage a Company´s Social
Media Presence, Intellectual Property & Technology Law Journal, Volume 25/ Issue 4,
pp. 3- 8
● newstalk.com,. 'The 5 Types Of 'Social Media Complainers''. N.p., 2015. Web. 19
October 2015.
● Smith, P., Berry, C. and Pulford, A. (1999). Strategic marketing communications.
London: Kogan Page.
19
● Tonkinson, l. (2013). YouTube Video Advertising: why the second largest search engine
can help tech marketing campaigns - Pinnacle Marketing Communications. [online]
Pinnacle Marketing Communications. Available at: http://www.pinnacle-
marketing.com/blog/2013/04/04/youtube-video-advertising-why-the-second-largest-
search-engine-can-help-tech-marketing-campaigns/ [Accessed 19 Oct. 2015].
● Turner, J. and Shah. R. Ph.D, 2011. How to Make Money with Social Media: An Insider's
Guide on Using New and Emerging Media to Grow Your Business. 1 ed. New Jersey: FT
Press.
● USA TODAY,. 'Viral Power: Negative Social Media Bad For Business'. N.p., 2015.
Web. 19 October 2015.
● Writer, G., Writer, G. and Writer, G. (2014). 94% of people in Ireland have at least one
social media profile - Digital Times. [online] Digital Times. Available at:
http://www.digitaltimes.ie/94-of-irish-people-have-at-least-one-social-media-profile/
[Accessed 15 October 2015].
● www.retailcustomerexperience.com,. 'Survey: Twice As Many People Tell Others About
Bad Service Than Good'. N.p., 2011. Web. 19 October 2015.
20
Appendices:
Fig 1:
(Source: Harvard Business Review, 2014)
Fig 2:
(Source: The Way Back Machine, Cuckoos first website)https://web.archive.org/web/20130720015016/http://www.cuckoo.ie/
21
Fig 3:
(Source: The Way Back Machine, Cuckoos website page today)https://web.archive.org/web/20131026165720/http://www.cuckoo.ie/
Fig 4:
(Source: Google, Mobile speed test)https://developers.google.com/speed/pagespeed/insights/?url=cuckoo.ie
22
Fig 5:
(Source: Google, Desktop speed test)https://developers.google.com/speed/pagespeed/insights/?url=cuckoo.ie&tab=desktop
Fig 6:
(Source: Seo Checker, Cuckoos Seo score as of 11/10/15)http://seositecheckup.com/seo-audit/cuckoo.ie
23
Fig 7:
(Source: Google, Mobile optimisation test)https://www.google.com/webmasters/tools/mobile-friendly/?url=cuckoo.ie
Fig 8:
(Source: Cuckoo youtube channel)https://www.youtube.com/user/cuckooevents/videos
24
Fig 9:
(Source: Social Barkers, Video trends 2014 (A))http://marketingland.com/facebook-new-youtube-trends-show-brands-will-uploading-videos-
straight-facebook-youtube-end-2014-104362
Fig 10:
(Source: Social Barkers, Video trends 2014 (B))http://marketingland.com/facebook-new-youtube-trends-show-brands-will-uploading-videos-
straight-facebook-youtube-end-2014-104362
25
Fig 11:
(Source: eightytwenty)http://www.eightytwenty.ie/blog/social-media-statistics-ireland-infographic/ )
26
Fig: 12
(Source: eightytwenty)http://www.eightytwenty.ie/blog/social-media-statistics-ireland-infographic/
27
Fig 13:
(Source: contentmarketinginstitute.com)
http://contentmarketinginstitute.com/2012/01/mcdonalds-social-media-right/
Fig 14:
(Source: contentmarketinginstitute.com)
http://contentmarketinginstitute.com/2012/01/mcdonalds-social-media-right/
28
Logbooks:
Logbook 1: 30/09/2015
29
Logbook 2: 08/10/2015
30
31
Logbook 3: 14/08/2015
32
Logbook 4: 15/08/2015
33
Logbook 5: 19/10/2015
34
