Ellen DeGeneres’ Twitter– “I'm a godmother, that's a great thing to be, a godmother. She calls me god for short, that's cute, I taught her that.”
When watching the Ellen DeGeneres show it is almost impossible not to hear Twitter mentioned. She twitters just about everything. Most notably she twittered about appearing on the cover of O Magazine and one cannot argue that twittering didn’t help her achieve that goal. Ellen’s quote about being a godmother has made the top twitter quotes. Ellen uses twitter as a means to not only promote her show, but also to gain support about issues that she feels are important. She also uses Twitter as a way to entertain her fan base constantly. Fans can log on to Twitter and immediately see what she has been up too. I believe that she is one of the best users of social media like Twitter.
In an article on Mashable.com posted August 10, 2009, Jennifer Van Grove wrote about Ellen winning Choice Twit at the Teen Choice Awards and her promise to “make the prize worthwhile to a lucky Twitter follower.” She continues saying that, “Ellen is currently the service’s second most popular user and is fast approaching 3 million followers. Possibly as a ploy to close the gap between her and the competition, Ellen announced that she will randomly reward one follower with $1,000.”
I have to admit that I have never visited the social media site, Twitter, until today. I joined, signed up, and immediately entered my favorite stars name- Ellen DeGeneres. I was quite surprised at how interested I was to read what had been posted in the last day or so. In fact, I was so interested that when I finally looked up at the clock, I realized that fifteen minutes had passed. I went from being an anti-twitterer to a completely obsessed in a span of only fifteen minutes. I’m not exactly fond of this. I feel like I already spend too much time on my facebook and now I have one more thing to check.
After entering Ellen DeGeneres in Google Blogsearch I found that there were 1,395,754 results; over one million results showing blogs that mention Mrs. DeGeneres in everything from marrying Portia De Rossi to being on the Oprah Show. After reviewing the results I have to wonder how many of these blogs came from Ellen’s updates on her twitter account. I would have to assume that several of them had to do with her Twitter followers. The most notable aspect of my Ellen DeGeneres search was the graph that was crafted after I hit the “Search Trends” button. Twitter was created in 2006 and interestingly enough, Ellen’s search rate increased shortly after that and continued to spike for several months.
Twitter is just one form of social media that has continued to gain exposure of the last several years. My generation has become so used to logging on to our MySpace and Facebook accounts that for most joining Twitter didn’t take much thought. I understand how people like my parents are a little confused in the whole “social media” thing and I also can see how companies are wondering how they can take hold of this phenomenon and use it their advantage. My piece of advice would be to use it like Ellen does.
Wednesday, November 11, 2009
Tuesday, November 3, 2009
Walmart and Its Massive Data Collection
Walmart. A recognizable powerhouse, big-box retailer that offers everything from pet supplies to Christmas ornaments, is no doubt the 800 pound gorilla in the room of retailers. What most do not know about this mega-monster is that it processes data only second in the world to the Pentagon in Washington D.C. Data not only about what is sold within every store, but also data that tells what customer’s buy together in one shopping trip. With this technology Walmart is able to predict and forecast sales of certain items-a skill that not many have.
Michael Bergdahl once said that, “when you compete with Walmart, even if you think you’ve found a niche don’t ever become complacent.” Due to the enormous amount of data that Walmart collects, a considerable competitive advantage is achieved. Because they are constantly capturing huge amounts of data, they have become so successful at determining not only what customers buy, but also what items customers buy together. By having a complete basket-analysis, Walmart is able to predict things that other big-box retailers cannot even fathom. In the article, “What Wal-Mart Knows about Customers’ Habits” Linda Dillman describes how her staff “forecast[ed]” what products would be bought when a hurricane was predicted to hit a certain area. This gain of knowledge of strawberry pop-tarts and beer would never have been possible if Walmart had not tracked and noted shopper history in the past. I believe that because Walmart is capable of such predictions, it allows them to gain a significant leg-up on competition.
In addition, when considering the amount and the extent of data that is collected one must question the privacy issues. In today’s world where identity theft is so prominent and the crime so evolved, Walmart’s huge mountain of customer data is somewhat unnerving. I want to believe Ms. Dillman when she says that only the people necessary have access to the customer data, but I am still doubtful. I do question why Walmart has not begun using a loyalty program (it seems like a slightly more “honest” and upfront way of collecting consumer data), but I understand that by doing so they would be going against the “everyday low prices” that Sam Walton originally instilled. A loyalty program seems like it would be so much easier.
When addressing the question of the impact Walmart is having on its suppliers, I feel that the article, “The Walmart You Don’t Know,” by Charles Fishman in the magazine, Fast Company, demonstrates the troubles and pressure the powerhouse places on its suppliers. The article explains the issue using Vlasic’s gallon-sized, jar of pickles. Walmart prices the pickles at $2.97 using it as a “statement item” to exemplify what the big-box supplier is all about- number one brands at rock bottom prices. Mr. Fishman continues with, “Therein lies the basic conundrum of doing business with the world's largest retailer. By selling a gallon of kosher dills for less than most grocers sell a quart, Walmart may have provided a service for its customers. But what did it do for Vlasic? The pickle maker had spent decades convincing customers that they should pay a premium for its brand. Now Walmart was practically giving them away.” The article then discusses the “pressure the biggest retailer relentlessly applies to its suppliers in name of bringing us ‘every day low prices.’” When suppliers are placed under such tough constraints of supplying Walmart at a lower and lower price, they are forced to make decisions such as layoffs and closing US plants in order to outsource manufacturing to make it cheaper.
There is no doubt that this gorilla is here to stay, especially in the current economic downtime. In addition, there is no doubt that it will continue to process and collect data in massive amounts that are incomparable to most, if not all. And most of all, there is no doubt that people will continue to buy there kitty-litter and shampoo, along with there car batteries at the lowest priced place in town.
Michael Bergdahl once said that, “when you compete with Walmart, even if you think you’ve found a niche don’t ever become complacent.” Due to the enormous amount of data that Walmart collects, a considerable competitive advantage is achieved. Because they are constantly capturing huge amounts of data, they have become so successful at determining not only what customers buy, but also what items customers buy together. By having a complete basket-analysis, Walmart is able to predict things that other big-box retailers cannot even fathom. In the article, “What Wal-Mart Knows about Customers’ Habits” Linda Dillman describes how her staff “forecast[ed]” what products would be bought when a hurricane was predicted to hit a certain area. This gain of knowledge of strawberry pop-tarts and beer would never have been possible if Walmart had not tracked and noted shopper history in the past. I believe that because Walmart is capable of such predictions, it allows them to gain a significant leg-up on competition.
In addition, when considering the amount and the extent of data that is collected one must question the privacy issues. In today’s world where identity theft is so prominent and the crime so evolved, Walmart’s huge mountain of customer data is somewhat unnerving. I want to believe Ms. Dillman when she says that only the people necessary have access to the customer data, but I am still doubtful. I do question why Walmart has not begun using a loyalty program (it seems like a slightly more “honest” and upfront way of collecting consumer data), but I understand that by doing so they would be going against the “everyday low prices” that Sam Walton originally instilled. A loyalty program seems like it would be so much easier.
When addressing the question of the impact Walmart is having on its suppliers, I feel that the article, “The Walmart You Don’t Know,” by Charles Fishman in the magazine, Fast Company, demonstrates the troubles and pressure the powerhouse places on its suppliers. The article explains the issue using Vlasic’s gallon-sized, jar of pickles. Walmart prices the pickles at $2.97 using it as a “statement item” to exemplify what the big-box supplier is all about- number one brands at rock bottom prices. Mr. Fishman continues with, “Therein lies the basic conundrum of doing business with the world's largest retailer. By selling a gallon of kosher dills for less than most grocers sell a quart, Walmart may have provided a service for its customers. But what did it do for Vlasic? The pickle maker had spent decades convincing customers that they should pay a premium for its brand. Now Walmart was practically giving them away.” The article then discusses the “pressure the biggest retailer relentlessly applies to its suppliers in name of bringing us ‘every day low prices.’” When suppliers are placed under such tough constraints of supplying Walmart at a lower and lower price, they are forced to make decisions such as layoffs and closing US plants in order to outsource manufacturing to make it cheaper.
There is no doubt that this gorilla is here to stay, especially in the current economic downtime. In addition, there is no doubt that it will continue to process and collect data in massive amounts that are incomparable to most, if not all. And most of all, there is no doubt that people will continue to buy there kitty-litter and shampoo, along with there car batteries at the lowest priced place in town.
Tuesday, October 13, 2009
Blog #3- Creative and Innovative, The Kindle
In The New Yorker I stumbled upon an article, titled “A New Page”, by Nicholas Baker. He wrote about the importance of the Amazon Kindle and how “it was an alpenhorn blast of post-Gutenbergian revalorization.” These are very strong words about a paperless reading device that allows a person to download newspapers, magazines, and books. PCWorld.com claims that the Kindle “takes the e-book to the next level” which is why it categorizes it in their Top 50 Most Innovative Products of 2008 list. Jacob Weisberg, the editor-in-chief of the Slate Group, said that Amazon “has built a machine that marks a cultural revolution…Printed books, the most important artifacts of human civilization, are going to join newspapers and magazines on the road to obsolescence.” Based on these quotes, you can see that there is no messing around with Amazon’s newest addition.
Now whether you like the Kindle or value holding a printed book in your hand just to feel the triumph of progression through turning the pages, you have to admit that the Kindle is pretty cutting-edge. To be able to download your morning newspaper and not have to worry about who you’re hitting on the subway or bus, while you open the pages is just mind boggling. The convenience of having your entire summer reading list for next year’s English class in one handheld device seems almost unimaginable. Amazon not only created a product that fit within their current line of products (i.e. book selling), but also created a device that makes their customers lives easier. The Kindle is giving aspiring authors the chance to have their book published without having publishing companies spend thousands of dollars printing the papers. If only nine people want to buy the novel, then nine people can download it to their Kindle. The book doesn’t need to be printed. It is only a click away for their readers. As a college student, I love the idea that I can have all of my text books with me without having to physically lug them place to place. The Kindle sure would have made my freshman year a lot easier!
Amazon is a company all about innovation. In the article, “How Technology is Changing the Face of Innovation” from The Wall Street Journal, Amazon is said to be a firm believer in trying new things. Greg Linden, an innovator at Amazon, is quoted saying, “Genius is born from a thousand failures… in each failed test you learn something that helps you find something that will work.” He continues to mention that experimentation is the most important thing a company can do to be innovative and creative. What Mr. Linden is saying is that by constantly trying new ideas, coming from all employees across the board, you are consistently learning and breeding new ideas for experimentation in the future. The article continues to describe how companies are entering new environments where control is given up and employees are allowed to try and test their ideas quickly due to the Internet and company websites. The article also states that with this increase in experimentation, education and training is needed to develop employees’ “skills to rapidly design provocative experiments.”
Jeff Bezos, Amazon’s founder and C.E.O., said that the Kindle is, “the most important thing [they’ve] even done. It’s so ambitious to take something as highly evolved as the book and improve on it.” But as stated in the “How Technology Is Changing the Face of Innovation,” it’s the risk and experiments you take that lead to great ground-breaking, innovative products.
Now whether you like the Kindle or value holding a printed book in your hand just to feel the triumph of progression through turning the pages, you have to admit that the Kindle is pretty cutting-edge. To be able to download your morning newspaper and not have to worry about who you’re hitting on the subway or bus, while you open the pages is just mind boggling. The convenience of having your entire summer reading list for next year’s English class in one handheld device seems almost unimaginable. Amazon not only created a product that fit within their current line of products (i.e. book selling), but also created a device that makes their customers lives easier. The Kindle is giving aspiring authors the chance to have their book published without having publishing companies spend thousands of dollars printing the papers. If only nine people want to buy the novel, then nine people can download it to their Kindle. The book doesn’t need to be printed. It is only a click away for their readers. As a college student, I love the idea that I can have all of my text books with me without having to physically lug them place to place. The Kindle sure would have made my freshman year a lot easier!
Amazon is a company all about innovation. In the article, “How Technology is Changing the Face of Innovation” from The Wall Street Journal, Amazon is said to be a firm believer in trying new things. Greg Linden, an innovator at Amazon, is quoted saying, “Genius is born from a thousand failures… in each failed test you learn something that helps you find something that will work.” He continues to mention that experimentation is the most important thing a company can do to be innovative and creative. What Mr. Linden is saying is that by constantly trying new ideas, coming from all employees across the board, you are consistently learning and breeding new ideas for experimentation in the future. The article continues to describe how companies are entering new environments where control is given up and employees are allowed to try and test their ideas quickly due to the Internet and company websites. The article also states that with this increase in experimentation, education and training is needed to develop employees’ “skills to rapidly design provocative experiments.”
Jeff Bezos, Amazon’s founder and C.E.O., said that the Kindle is, “the most important thing [they’ve] even done. It’s so ambitious to take something as highly evolved as the book and improve on it.” But as stated in the “How Technology Is Changing the Face of Innovation,” it’s the risk and experiments you take that lead to great ground-breaking, innovative products.
Sunday, September 27, 2009
Blog #2- The Effect of Expectations
After reading the chapter from Predictably Irrational, titled “The Effect of Expectations, Why the Mind Gets What It Expects” by Dan Ariely, I felt extremely intrigued. I have often times wondered why I see things differently than my friends or even my parents. I have always known that expectations have played an enormous part in our decision making, but this chapter seemed to truly explain the reasons for our decisions what they are based on.
The chapter focused on how our expectations influence our views on events and experiences. For example, if we are told that something tastes good and are given descriptive details about how savory the treat is, we are more likely be blinded by the words rather than the actual taste. As stated in the chapter, “changing our expectations, they can effectively influence the taste when we have this pre-knowledge.” Mr. Ariely makes the point that our “expectations influence [our] behaviors of subsequent events” multiple times through his numerous experiments testing peoples expectations against and for their actual experiences.
If marketers can create and grab hold of expectations in the consumers mind, they are destined for success. If you can create a positive expectation then it is very likely that your product will be viewed positively. A key focus of marketer’s needs to be creating a position in the consumer’s mind of a positive experience that they will have from the product or service. By doing so, the product or service will take precedence over others in the consumers mind and hold a value above the competitors.
The main example that Mr. Ariely provides is his beer experiment at one of MIT’s bars, called Muddy Charles. He tested his theory that “people’s expectations influence their views of subsequent events” His experiment specifically tested whether “bar patrons’ expectations for a certain kind of beer would shape their perception of its taste”. Dan Ariely did this through the use of blind tasting two different beers. He took regular Budweiser and placed it in an unmarked cup and Budweiser with two drops of Balsamic vinegar (per ounce) in another unmarked cup. He then asked the bar customers to try the beer on two different platforms. First he asked the customers to try the two beers, identifying which beer they preferred (he did so without telling them that the second beer had vinegar in it). A substantially large number of the taste-testers decided that the “vinegar laced” beer was better. He then asked a second group of customers to taste the beers, telling them ahead of time that the second beer had vinegar in it. This, of course, caused the taste-testers to pick the first beer after their expectations were altered. For you see, they already expected the second beer to taste bad, because of the vinegar, causing them to alter their opinions of the actual taste. Mr. Ariely went on to test several other alternatives to the beer experiment, such as, telling customers after tasting that the second beer had vinegar in it. He also tested his hypothesis in various other instances like the catering business and the description of foods.
I feel that another example would be the expectations that Texas aTm students and UT students have of each other. For instance, aTm students see themselves as prideful and dedicated, while numerous Texas students see them as “cult-like” and Podunk. On the other hand, Texas students see themselves as “the only school in Texas” and the smartest, while aTm students see UT students as arrogant and spoiled. These expectations and views are simply due to our loyalty and innate beliefs that your school and family have ingrained in you. Many graduating seniors do not even apply to the “opposing” school based on these views, rather than accepting that both schools are accomplished academically.
Experiences and expectations can be a gold mine for marketers if they are harnessed correctly and efficiently.
The chapter focused on how our expectations influence our views on events and experiences. For example, if we are told that something tastes good and are given descriptive details about how savory the treat is, we are more likely be blinded by the words rather than the actual taste. As stated in the chapter, “changing our expectations, they can effectively influence the taste when we have this pre-knowledge.” Mr. Ariely makes the point that our “expectations influence [our] behaviors of subsequent events” multiple times through his numerous experiments testing peoples expectations against and for their actual experiences.
If marketers can create and grab hold of expectations in the consumers mind, they are destined for success. If you can create a positive expectation then it is very likely that your product will be viewed positively. A key focus of marketer’s needs to be creating a position in the consumer’s mind of a positive experience that they will have from the product or service. By doing so, the product or service will take precedence over others in the consumers mind and hold a value above the competitors.
The main example that Mr. Ariely provides is his beer experiment at one of MIT’s bars, called Muddy Charles. He tested his theory that “people’s expectations influence their views of subsequent events” His experiment specifically tested whether “bar patrons’ expectations for a certain kind of beer would shape their perception of its taste”. Dan Ariely did this through the use of blind tasting two different beers. He took regular Budweiser and placed it in an unmarked cup and Budweiser with two drops of Balsamic vinegar (per ounce) in another unmarked cup. He then asked the bar customers to try the beer on two different platforms. First he asked the customers to try the two beers, identifying which beer they preferred (he did so without telling them that the second beer had vinegar in it). A substantially large number of the taste-testers decided that the “vinegar laced” beer was better. He then asked a second group of customers to taste the beers, telling them ahead of time that the second beer had vinegar in it. This, of course, caused the taste-testers to pick the first beer after their expectations were altered. For you see, they already expected the second beer to taste bad, because of the vinegar, causing them to alter their opinions of the actual taste. Mr. Ariely went on to test several other alternatives to the beer experiment, such as, telling customers after tasting that the second beer had vinegar in it. He also tested his hypothesis in various other instances like the catering business and the description of foods.
I feel that another example would be the expectations that Texas aTm students and UT students have of each other. For instance, aTm students see themselves as prideful and dedicated, while numerous Texas students see them as “cult-like” and Podunk. On the other hand, Texas students see themselves as “the only school in Texas” and the smartest, while aTm students see UT students as arrogant and spoiled. These expectations and views are simply due to our loyalty and innate beliefs that your school and family have ingrained in you. Many graduating seniors do not even apply to the “opposing” school based on these views, rather than accepting that both schools are accomplished academically.
Experiences and expectations can be a gold mine for marketers if they are harnessed correctly and efficiently.
Tuesday, September 8, 2009
Meet Courtney Gibson
Courtney is an energetic and driven twenty-one year old who attends The University of Texas at Austin. Courtney is a fourth year senior and is a marketing major. She has lived in Austin the past four years, but is originally from Rockport, Texas. Rockport is a small town on the coast of Texas and is approximately thirty miles north of Corpus Christi. Rockport is known for being a “sleepy little drinking town with a fishing problem.” It is very diverse and has a population of 8,000. Rockport has shaped Courtney in numerous ways. She appreciates that “small town feel” and often itches to get home and back to her family (her number one priority).
Courtney is the baby of four children. She has two older sisters (Candice who is 34 and Amy who is 31) and one brother (David who is 24). Because she is the baby of four, Courtney has spent most of her life fighting for a word in a conversation and can often be loud and attention seeking. She often dominates the conversation and has the ability to “talk to a wall”. This is not a joke. She can literally talk to anyone and enjoys meeting people.
She is very driven and motivated. She has plans to move to New York after graduation to pursue her career in financial services. She thrives in fast-paced, stressful environments and often performs better under pressure. With this in mind, she appreciates products that work efficiently and save her time. Courtney likes things clean and cannot stand clutter. She loves to organize and clean out closets. She likes order and things in there own place.
Courtney is extremely confident. She is always very composed. She loves public speaking and was very active in theater in high school. Courtney is usually not intimidated by any circumstance and feels that she can carry herself in any situation with great poise and composure. She is charismatic and some might say captivating. In addition, Courtney feels that she is not “book smart”, but rather “street smart”. She uses common sense and logic before her skills learned in school. She is a very quick learner and believes that this will be beneficial in her career.
She feels that she is a do-er and a leader. In a group project she usually emerges as the leader without being assigned. Some might even call her controlling. She likes things the right way and wants to control every step of the process to assure that projects are done correctly. This can be quite frustrating to others. In addition, she is also a perfectionist and likes things to be her way. She feels that this can be both the best and worst thing about her. She is very detailed oriented but almost to the point that it is annoying and over-the-top. Courtney realizes this and has taken great strides to word on her perfectionist behavior. Courtney is definitely Type A but thinks she would drive herself crazy if she wasn’t. Some might even call Courtney anal. She appreciates being different than your average twenty-one year old. Because she is the baby of four children she has been raised to be more mature than a person of her age. Most of her friends are much older because she feels she can relate to them the most.
Courtney is the baby of four children. She has two older sisters (Candice who is 34 and Amy who is 31) and one brother (David who is 24). Because she is the baby of four, Courtney has spent most of her life fighting for a word in a conversation and can often be loud and attention seeking. She often dominates the conversation and has the ability to “talk to a wall”. This is not a joke. She can literally talk to anyone and enjoys meeting people.
She is very driven and motivated. She has plans to move to New York after graduation to pursue her career in financial services. She thrives in fast-paced, stressful environments and often performs better under pressure. With this in mind, she appreciates products that work efficiently and save her time. Courtney likes things clean and cannot stand clutter. She loves to organize and clean out closets. She likes order and things in there own place.
Courtney is extremely confident. She is always very composed. She loves public speaking and was very active in theater in high school. Courtney is usually not intimidated by any circumstance and feels that she can carry herself in any situation with great poise and composure. She is charismatic and some might say captivating. In addition, Courtney feels that she is not “book smart”, but rather “street smart”. She uses common sense and logic before her skills learned in school. She is a very quick learner and believes that this will be beneficial in her career.
She feels that she is a do-er and a leader. In a group project she usually emerges as the leader without being assigned. Some might even call her controlling. She likes things the right way and wants to control every step of the process to assure that projects are done correctly. This can be quite frustrating to others. In addition, she is also a perfectionist and likes things to be her way. She feels that this can be both the best and worst thing about her. She is very detailed oriented but almost to the point that it is annoying and over-the-top. Courtney realizes this and has taken great strides to word on her perfectionist behavior. Courtney is definitely Type A but thinks she would drive herself crazy if she wasn’t. Some might even call Courtney anal. She appreciates being different than your average twenty-one year old. Because she is the baby of four children she has been raised to be more mature than a person of her age. Most of her friends are much older because she feels she can relate to them the most.
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