mktg 6226 class_leadership_presentation_measurements_walmart_by_manuj_gaur

MKTG 6226– CLASS LEADERSHIP PRESENTATION

WAL-MART 2.0

By Manuj Gaur

Wal-Mart 2.0 - "Roommate Style Match” Launched in

August 2007 Research showed

an average first year student spent $1112.2

A Facebook group targeted towards college-goers

Objectives

Spread awareness about Wal-Mart's product offerings

Build an online community where freshmen students can Network Co-operate in furnishing their dorm-rooms Be entertained

“To connect college students with a variety of dorm-related products and information”

Features

Fans could Post comments and pictures on the wall Take a quiz to determine their decorating style Download a shopping list of dorm-room items sold

at Wal-Mart Link to Wal-Mart's Web site promoting "earth-

friendly" products Click on Sound-check, Wal-Mart's Web site showing

musical performances by singers like Bon Jovi and Mandy Moor

Fan’s could not Discuss

Strategy

Segment – College age users

Target – Freshmen looking to furnish his/her dorm-room

Positioning – Best collection of stylish products to suit the consumer needs

Measurements

The ROI measured in terms of Number of fans Number of quizzes taken Number of comments &

photos posted Number of lists

downloaded Number of clicks to

other Wal-Mart websites

Results - Wal-Mart 2.0

Number of fans – 1100+

Number of quizzes taken - 2000

Number of posts- 426

Number of photos- 30+

Wal-Mart sales were up 3.1 percent in August 2007 over August 2006 (National Retail Federation)

Source: Adweek.com

Target 2.0 Vs Wal-Mart 2.0

Number of fans– 7000+

Number of posts– 483+

Number of photos– 410+

Number of discussions hosted – 37

Target sales were up 6.1 percent in August 2007 over August 2006 (National Retail Federation)

Source: Adweek.com

Target 2.0 Vs Wal-Mart 2.0

Wal-Mart Target

Source: Socialmention.com

The Brand Passion Index

Source: Netbase.com

What went wrong???

Excess focus on marketing messages Restricted comments and feedback to

"Wall Posts” Strayed from its core brand value of

deep-discounts to give style advice to Facebook users

Did not account for sentiments in measurement of ROI

Measurement strategy for social media as an ecosystem

Source: Customerthink.com

Key learning's

Stick to the core values Measuring Social media as an ecosystem Invest in social capital

Two-way communication key to consumer engagement

Food for thought…How should Wal-Mart manage the sentiments around its brand?

QUESTIONS…!!!