Strategic Measurement Plans Empirical Cases

Chevy Aveo5 Case Analysis
​The purpose of this report is to evaluate the Chevy Aveo5 case study in an effort to create a strategic measurement plan commensurate with the organization, the specific initiative, and the overall goals and objectives established. The following will provide an overview of the initiative, analyze the organization, and recommend the establishment of a superior strategic measurement plan.

The basis of the initiative was to inform the target audience of the redesigned Chevy Aveo5 through online video and social media channels. The living large college cab initiative was created to create awareness and generate sales leads virally through expansive social media connections. Free rides, fame, competition, and the chance of winning a Chevy Aveo5 were motivating factors of reaching the target audience.  

Chevrolet has a history of producing vehicles to meet target markets and has capitalized on these strengths. As part of successfully meeting the needs of the target audience, Chevy has established a reputation with its stakeholders that meets the needs of various constituents. In this instance, shareholders, customers, employees, dealers, etc. all have various levels of interest regarding the initiative and the interaction with the target audience. Identifying and prioritizing these stakeholder interests along with the goals of the initiative and organization provide a roadmap to meet the needs of each. Chevrolet key strengths are research and development and vehicle variety for target audiences, deep pockets, and reputation of quality and meeting stakeholder needs. Chevrolet may be considered weak relative to competition and advertising via social media marketing (“Chevrolet | SWOT Analysis | USP & Competitors | BrandGuide | MBA Skool-Study.Learn.Share,” n.d.).

According to a Stanford article, reaching individuals via social media with strong ties (e.g. close friends) are likely to exhibit greater similarity that those with weak ties (e.g. acquaintances), treating all relationships equally will produce unsatisfactory outcomes (Xiang & Rogati, n.d). Therefore, target marketing via social media will effectively reach the audience of like minds. The purpose of defining relationship strength is to consider other interesting applications which use relationship strength to understand human behavior (Xiang & Rogati, n.d). Understanding and predicting stakeholder relationships offers organizations a competitive advantage in reaching their audience, understanding the needs of their audience, and meeting their needs in the pursuit of reaching their own goals and objectives.

Based on the initiative, strengths and weaknesses of the organization, the goals and objectives set forth, the following are proposed recommendations to measure the impact of Chevy Aveo5 marketing initiative. First, Chevy’s goal of virally spreading information about the redesigned Chevy Aveo5 does not quantitatively connect to organizational outcomes. Outcomes in the form of increased sales as a result of this marketing initiative must be measured to determine program success. Quantifying the difference in outcomes as the result of a new initiative is essential and therefore a baseline must be established. Once the baseline is established, the variance can then be attributed to the changing marketing initiatives. According to Stacks and Michaelson, benchmarking provides a continuous evaluation of campaigns from kickoff to completion (Stacks & Michaelson, 2010).

Measuring the various components of the campaign must be established up front and align with the organizations goals. Utilizing the channels of video, internet, and social media, through the powerful motivators of competition and reward are great methods to reach this target audience. Measuring the outcomes through these channels and via components such as likes, shares, retweets, views along with the tone and share of discussion will identify the success rate of each component independently (Jeffrey, Michaelson, & Stacks, 2007). In an effort to quantify this content, established goals, metrics, and standards must be formed and translated continuously throughout the process. This will provide valuable information regarding the success or failure of the initiative. For example, if the custom website does not produce results, alternatives must be sought. Or, if the taxi cab videos spread virally and have a quality connection to the Aveo5, Chevy has this knowledge to spend more resources in this area or duplicate the campaign at other college campuses.

Once the desired content is established and in accessible formats, consumers will generate interest that will drive outcomes. When the right content is provided through the most effective channels the success rate of producing outcomes aligned with the goals is improved. Social media outlets can virally get the information to masses, however the content provided must be quality and desired by the target audience. A strategy of targeting groups is time consuming and requires intensive research and analysis of how best to reach these audiences with approaches that harness and maximize the potential benefits of multi-model social media usage (Khatri et al., 2015). Initiatives thoroughly researched and understood will understand their target audience and define the right measurement criteria.

Measuring the results through Google analytics will keep stakeholders informed of progress. Google analytics offers reports that measure traffic by channel which will highlight the most valuable network relationships. Other reports identify where your audience originated, whether it is organic, social, email, or website. Google analytics can also measure variance in traffic based on campaign (Lee, 2015). Google analytics is an automatic and efficient method for measuring online activities and the outcomes associated.

By utilizing Chevrolets core strengths, accounting for their weaknesses, defining the needs of the target audience and the channels in which they will most positively respond will produce results that meet or exceed the outcomes expected through the initiative. Through the process of measuring outcomes, the organization gains a deeper understanding of the customer and all stakeholders of which they can use to improve outcomes in the future. 

Spendster Case Analysis

​The Spendster case goals were to broaden personal financial education to a target audience of tech-savvy young people in an engaging meaningful way. Bloggers and reporters are used as the channel to reach the primary audience. The project had three qualitative objectives; help consumers better understand their personal needs and wants, encourage consumers to think before they buy and to spend wisely, and test the social media waters. The initiative created the Spendster website which allowed users to gain a reality check on their spending habits and the long-term impacts their decisions had on other aspects of their lives. The Spendster project had opportunities and hurdles throughout. Faced with limited resources, Spendster was forced to do more with less. This offered challenging circumstances when trying promote and develop a website to reach their target audience. However, the Spendster program was met with enthusiastic partners to virally spread financial knowledge to improve spending decisions.

​Understanding the ultimate goal was to educate people to make smarter financial decisions, Spendster developed a fun, interactive tool that highlighted people’s poor decisions that prevented them from reaching more important longer-term financial goals. Spendster brought this tool to the consumer through educational material and social media channels. The tool may have been effective at portraying the consumers as bad decision makers, however was it successful at helping them make better decisions going forward? The following will address how to measure these qualitative goals, reach the audience more effectively, and measure the outcomes associated with the Spendster program.

​The success of the Spendster initiative must be measured to ensure the goals were achieved. As stated, the goals of Spendster are qualitative in nature. Measuring qualitative goals requires alternate methods of measurement that align with the important criteria set forth for the project. According to the International Journal of Qualitative Methods, qualitative content analysis is a descriptive research method involving development of coding frame and qualitative coding of data (Snelson, 2016). Further research in the Journal of Advertising Research offers methods of obtaining this data from a qualitative perspective through online focus groups, online depth interviews, and netnography, each provide a statistical measurement of impact on qualitative measurement (Schivinski, Christodoulides, & Dabrowski, 2016, p. 67).  

Online focus groups identify specific actions before the Spendster interaction and intended or real behaviors after the Spendster interaction based on the content delivered within the website. Online depth interviews sought to obtain information electronically regarding their financial behaviors before their interaction with Spendster and then again at some point afterwards to quantify and extrapolate statistical significance of the program. And finally, netnography is an online observation study by researchers unaware of the context of the Spendster program. This anonymity keeps the measurement unbiased. These three measurements should be combined to weigh the overall qualitative impact of the program.

​Another method of reaching the target audience is through search optimization and the measurement of where the traffic is generated. Data analytics are important components of ensuring marketing efforts align with business goals. The website wiredprworks.com states that search engine optimization is one of the most effective ways to reach target audiences (Rozgonyi, B. 2008). Combining search optimization with social media channels will produce even greater impact reaching like-minded individuals interested in developing their financial skills. According to Communications of the ACM, today’s social media is designed to maximize information propaganda and virility (through optimization of clicks and shares) to the detriment of engagement and consensus building (Cebrian, Rahwan, & Pentland, 2016). This fact suggests it is difficult and more important than ever to provide valuable content in which consumers are willing to engage. Measuring this engagement on the Spendster site is imperative to the success of the initiative.

According to the article Using Web Analytics to Measure the Impact of Earned Online Media on Business Outcomes: A Methodological Approach; web analytics do provide accessible and cost-effective means of measuring the relative contribution of PR to business goals (Duncan, 2010). Measuring the results by attaching Google analytic reports to the Spendster website will provide measurement of traffic by channel, will identify the most valuable network relationships. Google analytics can also measure variance in traffic based on campaign (Lee, 2015). Google analytics is a powerful tool that provides the real time knowledge to leaders so progress is understood, adjustments can be implemented, and outcomes are measured.  

According to Duncan (2010), organizations can and should use statistical analysis to which aspects of coverage are most important at driving results. The aforementioned components of measuring outcomes related to the Spendster initiative will provide the information necessary to determine if true outcomes are reached and if the method used was successful. Coding the important attributes, studying qualitative impacts, and combining web analytics through the Spendster site will provide the relevant information necessary to measure the overall success of the program and independent performance of various components throughout.

References

Cebrian, M., Rahwan, I., & Pentland, A. (2016). Viewpoint beyond viral. Communications of the ACM, 59(4), 36-39.

Chevrolet | SWOT Analysis | USP & Competitors | BrandGuide | MBA Skool-Study.Learn.Share. (n.d.). Retrieved from http://www.mbaskool.com/brandguide/automobiles/1132-chevrolet.html

Duncan, S. (2010, Feb). Using Web Analytics to Measure the Impact of Earned Online Media on Business Outcomes. Retrieved from Institute for Public Relations: http://www.instituteforpr.org/wp-content/uploads/Seth_Duncan_Web_Analytics.pdf

Jeffrey, A., Michaelson, D., & Stacks, D. (2007). Exploring the link between share of media coverage and business outcomes. Institute for Public Relations.

Khatri, C., Chapman, S. J., Glasbey, J., Kelly, M., Nepogodiev, D., Bhangu, A., & Fitzgerald, J. E. (2015). Social media and internet driven study recruitment: Evaluating a new model for promoting collaborator engagement and participation. PLoS ONE, 10(3), 1-11.

Lee, K. (2015, November 6). The five most meaningful Google analytics reports for social media marketers. Retrieved from https://blog.bufferapp.com/google-analytics-reports-social-media

Rozgonyi, B. (2008, December 9). SEO PR Chicago Search Engine Strategies | Twitter Transcripts. Retrieved from http://wiredprworks.com/seo-pr-chicago-search-engine-strategies/

Snelson, C. (2016). Qualitative and mixed methods social media research: A review of the literature. International Journal of Qualitative Methods, 1-15.

Stacks, D. W., & Michaelson, D. (2010). A practitioner’s guide to public relations research, measurement and evaluation. New York, N.Y.] (222 East 46th Street: Business Expert Press.

Xiang, R., & Rogati, M. (n.d.). Modeling relationship strength in online social networks. Retrieved from http://snap.stanford.edu/nipsgraphs2009/papers/xiang-paper.pdf

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

References

18 LinkedIn Apps, Tools, and Resources | Boolean Black Belt-Sourcing/Recruiting. (n.d.). Retrieved from http://booleanblackbelt.com/2011/01/18-linkedin-apps-tools-and-resources/

Retrieved from http://www.Facebook.com

Carpenter, S., & Lertpratchya, A. P. (2016). A qualitative and quantitative study of social media communicators: An extension of role theory to digital media workers. Journal of Broadcasting & Electronic Media, 60(3), 448-464.

What is LinkedIn? | LinkedIn. (n.d.). Retrieved from https://www.linkedin.com/static?key=what_is_linkedin&trk=hb_what

 

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Measuring Impact of LinkedIn Features

LinkedIn Social Media Assessment
LinkedIn is an organization built on the foundation of career networking, staying in touch with colleagues, learning, sharing, and ultimately powering your career through social media (“What is LinkedIn? | LinkedIn, “n.d.). LinkedIn offers tools and resources such as; resume building, InMaps, Swarm, Signal, LinkedIn browser toolbars, and LinkedIn ads. Each of these functions offer powerful connections for users of LinkedIn (“18 LinkedIn Apps, Tools, and Resources | Boolean Black Belt-Sourcing/Recruiting,” n.d.). LinkedIn is used by millions of individuals and organizations worldwide as a means to better align talent with organizational demands.

Other than the massive social network LinkedIn has created for itself, they have a strong presence on Facebook, Twitter, and Instagram to name a few of the popular social media applications. The LinkedIn social media activity essentially shares your personal career profile and allows access to network with others, search, educate, and communicate with professionals worldwide. LinkedIn makes frequent, daily updates on these social media applications promoting useful or new features, events, podcasts, and articles of interest that are incorporated into the LinkedIn network. Facebook posts promote inspirational speakers, LinkedIn learning events, articles targeted at job seekers, and education opportunities with direct opportunities to like, message, and share for exponential impact (Facebook, n.d.).

The purpose of establishing and maintaining a strong social media presence is to communicate and contribute information related to organizational goals, missions, and functions (Carpenter, & Lertpratchya, 2016). In the case of LinkedIn; individuals, groups, and employers contribute their career portfolios to enhance the career building process. Transparent communication is essential in providing valuable opportunities for individuals and organizations alike. LinkedIn provides the tools necessary to build and share these experiences in an honest transparent manner.

LinkedIn’s use of social media markets, advertises, and educates users of the potential impact their career networking site can provide. The goal is to motivate individuals to take ownership of their profiles and manage their progress and performance through the LinkedIn site. According to the Journal of Broadcasting & Electronic Media, social media tools allow individuals and organizations to sustain knowledge over time, cultivate relationships among multiple groups and individuals, and target and coordinate niche audiences (Carpenter, & Lertpratchya, 2016, p. 449). LinkedIn’s goals align with these values and their platform facilitates these goals in becoming reality.

In this strictly technological environment, it is ideal to measure the performance of their social media activity. First, clearly defined goals and outcomes must be established. For example, LinkedIn may want to measure the effectiveness of an upcoming seminar including a motivational speaker that was advertised via the social media channels mentioned above. This seminar is a live event that is also streamed via Skype and saved for users interested in reviewing in the future. Tracking attendance and or views back to the source of information is done through online registering for the event. To measure the effectiveness of this event, variables must be defined. The event is promoting new tools offered at LinkedIn, expanding networks, and obtaining interviews from prospective employers. Each of these goals can be tracked through LinkedIn analytics when compared to benchmarked performance. The variance in network expansion and successful interview or job placement activity as compared to the benchmarked results is attributable to the new LinkedIn tools and promotion through the event. If this variance meets the goals established the promotion was a success.  

References

18 LinkedIn Apps, Tools, and Resources | Boolean Black Belt-Sourcing/Recruiting. (n.d.). Retrieved from http://booleanblackbelt.com/2011/01/18-linkedin-apps-tools-and-resources/

Retrieved from http://www.Facebook.com

Carpenter, S., & Lertpratchya, A. P. (2016). A qualitative and quantitative study of social media communicators: An extension of role theory to digital media workers. Journal of Broadcasting & Electronic Media, 60(3), 448-464.

What is LinkedIn? | LinkedIn. (n.d.). Retrieved from https://www.linkedin.com/static?key=what_is_linkedin&trk=hb_what