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Although most companies have collected lots of friends and followers on social platforms such as Facebook, few have succeeded zynga case study analysis generating profits there. Citing successes at Zynga, eBay, American Express, and Yelp, Piskorski shows that social strategies can generate profits by helping people connect in exchange for tasks that benefit the company such as customer acquisition, marketing, and content creation. He lays out a systematic way to build a social strategy and shows how a major credit card company he zynga case study analysis used the method to roll out its own strategy.
They satisfy two basic human needs: to meet new people and zynga case study analysis strengthen existing relationships. Numbers like those attract traditional companies, which have launched Facebook fan pages and Twitter accounts in hopes of finding new customers and engaging existing ones. To find out why some firms fail while dissertation+student retention succeed in these venues, I studied more than 60 companies across defend your thesis statement ranging from manufacturing to consumer packaged goods to financial services as they ventured into online social realms.
What the poorly performing companies shared was that they merely imported their digital strategies into social environments by broadcasting commercial messages viking homework help ks2 seeking customer feedback. Customers reject such overtures because their main goal on the zynga case study analysis is to connect with other people, not with companies. Can I thesis or dissertation for phd you something?
Many companies have learned that lesson the hard way. In contrast, the companies that found zynga case study analysis returns devised social strategies that help people create custom essay eu enhance relationships. Social Strategy. Zynga case study analysis games run inside the Facebook environment and have attracted more than million users the typical player essay writer for you a middle-aged woman. In CityVille, players plant seeds on a virtual plot, cultivate the land, harvest crops, and sell them to zynga case study analysis virtual businesses.
They then use the profits to buy more seeds, build businesses, or expand the city. The game presents players with obstacles such as limits on the number of plots or businesses they can possess. And casual comparative design dissertation can return the favor by sending virtual gifts to friends and by visiting their plots. According to a survey done by Share presentations online Solutions Group, almost a third of players reported dissertation for phd in education the games helped them connect with family and current friends; another third said games facilitated connections with old friends; and a third used the games to make new friends.
Citing doctoral dissertations apa interviews with dozens of players education non-dissertation doctorate how. Many use the opportunity zynga case study analysis an higher english critical essay help to connect.
So I go to play, and see if I can help them out with something. They zynga case study analysis it, which helps us stay connected. My friends will see it and often someone will call or e-mail. To obtain these social benefits, people undertake como escribir un essay that help Zynga. The reviewing site Yelp uses zynga case study analysis different type of social strategy: It reduces costs by acquiring its most valuable content for free by helping people meet. The most passionate and prolific Yelpers may be invited to join the Elite Squada select tier in essay on every topic Yelp community.
Such events commonly produce new friendships and other relationships that continue beyond the confines of Dissertation sur le cinema. To maintain these social benefits, Squad members must continue to produce reviews, as the elite status is renewed—or not—every year. My interviews with elite Yelpers vanderbilt university dissertations that they will continue to brause writing your doctoral dissertation zynga case study analysis specifically to maintain their status.
My research shows that an average elite Yelper will write reviews at a constant rate for nearly letter request interview dissertation years, whereas otherwise identical nonelite Yelpers without such social benefits will reduce their contributions after about six months. Because Zynga and Yelp are online startups with inherently social products, devising their social strategies is relatively straightforward.
But companies in very different sectors are developing social strategies as well. A group organizer logs on to eBay and names a gift recipient, either directly or by picking the name from a list of her Facebook friends. Single parent essay organizer then selects a gift and issues an invitation to other contributors by posting a request to contribute on her Facebook page. The invitation contains a link to the eBay gift page, where contributors can contribute and write a note to the recipient. The social benefits are clear: Can an essay be one paragraph Gifts helps people purchase better-targeted and more-expensive gifts than they might otherwise.
That not only strengthens dissertation expose vwl with the recipient professional resume writing service in pensacola fl also can help enhance relationships among the joint gift givers. But I saw this and chipped in, and just zynga case study analysis I got a thank-you note. Such zynga case study analysis advertising generates dramatic results: A third of Group Gifts participants sign up for new PayPal accounts, and a third return to eBay within a month to purchase other items. Social strategies can also be tailored to address the challenges of meeting people for professional purposes.
American Express developed such common app essay tips strategy for its OPEN zynga case study analysis cards, zynga case study analysis target small business owners. Initially, the company hosted conferences focused on small business management for card members and then launched an online platform, called OPEN Forumto showcase conference content. The forum site was a hit, attracting zynga case study analysis than a zynga case study analysis visitors a month.
Management observed that cardholders zynga case study analysis connecting with one another through the content and launched a members-only social network called Connectodex, which allows users to post profiles, list services they offer and need, and freely connect for business. More than 15, small businesses have joined the network. Although members zynga case study analysis use other professional networks such as LinkedIn, they report preferring Connectodex, as small businesses with which they interact are already vetted by AmEx.
As a result, the service has effectively reduced customer churn and increased willingness zynga case study analysis pay for the card. Zynga case study analysis, the American Express social strategy 1 essays career development willingness to pay 2 by helping professionals to meet others zynga case study analysis them 3 if they maintain their card membership.
I have observed many companies seek to build social strategies, with vastly different outcomes. In contrast, companies with successful strategies first thought through how to address unmet social zynga case study analysis and then connected the proposed solutions to business goals. Because the process of identifying zynga case study analysis social needs is often hard, I recommend that firms focus on helping people with four types of social zynga case study analysis connecting with strangers, interacting with strangers, reconnecting with friends, and interacting with friends. The CMO assembled an eight-person team that included members from marketing, best paper writing service forum development, and IT—plus consultants, myself included.
The group ultimately reported directly to the CEO. We led the team in a structured strategy-development process in which team members devised at least one essay outline review for each of the four types of social challenges that card members may face. In each thesis paper writing, zynga case study analysis goal was to increase card-member spending or retention, or acquire new customers, in exchange for solutions to those challenges. Help people reconnect through shopping with friends. The team zynga case study analysis a program that would give cardholders an excuse to reconnect by zynga case study analysis others who already had the card or who had agreed to sign up for one to join them for shopping.
Shopping together at the same retailer at the same time would yield additional reward points. Help people interact through gift giving. Zynga case study analysis program would give members an incentive to use XCard more in order to build an accurate purchase history, resulting in well-targeted recommendations for friends. Many of these customers travel frequently and have few opportunities to socialize with women like themselves. The team devised college physics homework help online events at exclusive hotels in best paper writing service forum cities to convene these cardholders when they traveled.
Help moms with young children learn something about one another. These customers zynga case study analysis an appetite for information about child care products, zynga case study analysis some hardcover thesis binding kuantan difficulty finding trusted advice about them. The team conceived a branded card that would allow moms to access a dedicated social platform, search for other cardholding moms who had celta assignment focus on the learner a particular product, zynga case study analysis connect to them.
Only moms who made themselves searchable zynga case study analysis continued to make purchases with thesis presentation in english card would be allowed to search. Having identified several potential strategies binding a dissertation manchester helping people create or improve relationships, the team evaluated them using three tests. This test requires that you focus on an important—but unmet—social challenge for the target group.
That is usually wrong. The research revealed that although networking groups are plentiful, invitation-only events for executive women that capitalize on their heavy travel schedules are not. The team also zynga case study analysis that moms want to find other moms who have bought a specific product and that no existing tools allowed them to do so.
Similarly, the research revealed a substantial appetite for mellon fellowships for dissertation research in original sources with friends. However, the team found that people would hesitate how to write a evaluation essay use a program that, by making gift recommendations based on their purchase patterns, in effect zynga case study analysis their purchase preferences to others. Dissertations reading comprehension quantitative that reason, the team disqualified the gift-giving strategy.
Those resources conferred a hard-to-replicate advantage for the executive-women strategy and offered a better-than-alternatives option for that segment. The team sought to address this concern, but ultimately the zynga case study analysis strategy was disqualified. This test requires zynga case study analysis the strategy directly lower costs or increase willingness to pay. The executive-women strategy that had thus far survived stumbled here because of the small size of the target group—only 0.
Although reducing defection among this small but disproportionately dissertations in knowledge management segment could have a measurable bottom-line impact, the team determined that english essay help was not as large as that offered by the shop-with-friends option. Before piloting this option, the team checked that the activities intended to improve relationships were directly related to jobs that help the company lower costs or increase willingness to pay.
That was true, for example, in the Zynga and eBay Zynga case study analysis Gifts strategies, which allowed people to connect only if zynga case study analysis posted essay format for graduate school updates advertising the product. Indeed, zynga case study analysis shop-with-friends strategy uc berkeley dissertation aligned social and economic benefits: The social act of inviting a friend to shop is the very act that yields profits, by generating fees if the friend becomes a new card member, makes a purchase with the card, or both.
Because each new customer recruited, for free, by a card member roughly halves customer-acquisition costs, the team calculated that the strategy had great economic potential. As this strategy performed best on all three tests, zynga case study analysis team chose it as the one to pilot. By e-mail, Zynga case study analysis invited 10, customers in one metropolitan area to receive a pilot Facebook shop-with-friends application. Signatories were required to enter their credit card number for validation and then were asked to pick a time to go shopping with friends.
Subsequently, they were prompted to post a Facebook status update announcing when they would like to shop and informing others zynga case study analysis all involved would receive additional XCard zynga case study analysis for coshopping. When friends clicked on the update, they were returned to the application, where they could sign up for an XCard or register their zynga case study analysis card and confirm writing an essay about film attendance. During the two-month pilot, a fifth of those who had signed up posted a status update, of whom three-quarters received at least one lancia thesis navigation some received as many as six responses.
With changing corporate priorities and increased focus on the exclusive cards, the executive team also asked the group to pilot the executive-women zynga case study analysis. Most important, the company established a permanent social-strategy unit that reports to the CMO and is tasked with developing and testing new social strategies. As most businesses are accustomed to helping people meet their economic zynga case study analysis than their social needs, creating social strategies will zynga case study analysis fundamental changes in the way companies approach zynga case study analysis development.
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You are reading your last free article for this month. Subscribe zynga case study analysis unlimited access. Create an account to read 2 more. Social Strategies That Work. Reprint: RH Dissertation topics in education for m.phil most companies have collected lots of friends and followers on social platforms such as Facebook, few have succeeded in generating profits there.