NETWORKING AND ENTERPRISE

FRENCH OPEN OF GOLF 2022 IN SAINT JEAN DE LUZ, FRANCE

Social Networking

&

Enterprise

6BUS1062

Lecturer: Hajre Hyseni

Student ID: 18057141

World Count:

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Figure 1Unlocking the potential of Social media platforms for Digital marketing

Content Page

Introduction        3

II) Finding and reaserch        3

A) Visual representation of social media usage for 2 businesses        3

(Mangold Faulds 2009) social media permit to have a large target of consumer but speack with him at personal level Bus Horizons, 52(4), 357e365.        3

FACEBOOK        4

INSTAGRAM        5

TWITTER        5

YOUTUBE        6

TIK TOK        6

PINTEREST        6

B) ANALYSE OF THEIR CAMPAIGN        7

GYMSHARK        7

Social Movements for Good: How Companies and Causes Create Viral Change        9

OREO        11

COMPARAISON        12

Communication Research and Practice        19

Volume 2, 2016 - Issue 1        19

Social Movements for Good: How Companies and Causes Create Viral Change        19

1. Introduction

Nowdays, we can’t ignored the presence of Social mediain our society. Indeed people pass at least more than one time by day at 69% on Facebook in this last 3 month, 52% on YOUTUBE? 32% ON TWITTER, 30%ON INSTGRAM….(Mintel)APPENDIX 1/2. We can see social media are really present in our life. Between 2010 and 2014 we’ve observed an increased of digital media passing at 52 to 90 minutes daily.( Dempster, Craig, and John Lee 2015) More over the social media marketing is developed. We pass to traditional media to new social media wich become the most influential source of interaction. (Dahan and Hauser, 2002) Social media become a big tool for company and are used to launch new product or services. (Trusov et al., 2009; Rui et al., 2010; Li and Du, 2011), be closer from their customer (Michaelidou et al., 2011)

We wiil study the company GYMSHARK and Oreo for see how they use social media to launch a campaign or show up product. Before to see they campaign what are their brand and why I have chosen them. Oreo is a brand created in 1912 near Manhattan, which sell cookies. In 21th Oreo become the favorite cookie in USA and in many country with near at $2.9 billion in a year revenue. They are present in more than 200 countries in the world  I choice this brand because I like Oreo and it’s an old brand but it handle and adapt at the time very good. Indeed Oreo is one of the biggest page in Facebook with more than 40 M followers and it’s use really good other social media.(OREO DUNK CHALLENGE 2019)

https://www.multivu.com/players/English/8031651-oreo-dunk-challenge-shaq-christina-aguilera-neymar-da-silva-santo-jr/

Gymshark is a fitness fashion brand where you can find sport clothes and accessories. It’s all around the sport created by Ben Francis in 2012 (19 years old) is nowdays present in 131 countries with a strategy of Ecommerce based in social media. I choose this mark because I like this present and I feel interesting to know how a teenager use social media to be the fastest company in UK 4 years after.( GYMSHARK 2019 https://uk.gymshark.com/pages/about-us )

Now we will study how they use social media and study two campaigns of each brand. For the case Gymshark, we will see the campaign black out and the campaign Gymshark 66. For Oreo we will study the campaign dunk and the campaign stay peacefull.

II) Finding and reaserch              

1. Visual representation of social media usage for 2 businesses

 (Mangold & Faulds 2009) social media permit to have a large target of consumer but speack with him at personal level Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Bus Horizons, 52(4), 357e365.  

Lindsey-Mullikin and Borin (2017) show that for be successful in social media you have to put really often contents in social media. (voir si conte,u regulier ou non)

Reseaux sociaux plus proche de sa communite built a relationship

Reseaux sociaux mieux comprendre les consommateurs

 (Albors et al., 2008) Thanks to social media company can know how they think about customer and improve after the product, target better the customer, target campaign. Albors J., Ramos J.C. and

ANALYSE DE LA POSIVITE DES MARQUES GENERALES

Carrillat et al. (2014) say ad on social media can engender positive vibe and can also provoc purchase. Nevertheless annister et al. (2013) show that student ignore ads and there is no purchasing decision.(POSITIF)

More positive more impact

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Chen, Q., & Wells, W. D. (1999). Attitude toward the site. Journal of Advertising Research, 39(5), 27e37 (September/October).(positif)

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Figure 2: Gymshark positivity. https://web.mention.com/en#reports/v/316455

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Figure 3: Oreo sentiment

Staypeaceful / funny campaign positif

FACEBOOK

Facebook Company learn that and with the time they use this power for market their product, they re campaign. Indeed Social media is a big market for company,there are 2 billion of users of Facebook with 66% who are daily active (Facebook 2017). Gymshark have 2 account on Facebook : The main one with 1,6 Million likes and the other name called GYMSHARK COMMUNITY HAS 22K. The last one serve to built a stronger relation with the most loyal users of gymshark and create a real community. They are 4872 publication in the October 2019 (FACEBOOK 2019).

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