Mobile Measurement - Blog Post Assignment

For your chosen company, think about how a visitor on a mobile device may use their website differently than someone on a laptop or desktop computer. If you have a phone with web access, smartphone or tablet, visit their website on your device. In a blog post, discuss:

• How would a user on a mobile device use your company's website differently than a user on a laptop or browser? What tasks might they want to accomplish?
• Has your company done anything to improve the mobile website experience?
• How might your company measure the mobile experience on their site? What tools or data should they look at?
• What are your recommendations for how they might entice more mobile traffic and make the mobile user experience better?

 

When you're finished with your post:

5.                   Click the link above to submit the link to your blog post.

6.                   Post a link to your blog post on the Mobile Measurement discussion board for Module 8.

7.                   Comment on your peers' posts.

•             How would a user on a mobile device use your company's website differently than a user on a laptop or browser? What tasks might they want to accomplish?

I use my phone to landing DELL’s webpage and also open the page on laptop. To compare the differences:1. The landing page on phone, the first thing will show up is DELL’s app of smartphone. I don’t need to use it, so I skip it and access to the home page on phone. 2. Because of the difference between screen size, the page on phone is simpler than the web page. Few information but classification is very clear.

I think the task DELL might want to accomplish is to make visiting fast on mobile phone. So the page on phone doesn’t have too much information but the catalogue is located in the showy place. You can find what kind of information you want immediately. “Our goal is to make it as easy as possible for customers to access and purchase Dell products and services from a broad range of mobile devices.” I found it on dell’s website.

•             Has your company done anything to improve the mobile website experience?       

In my personal opinion, the mobile website is better than the website on laptop.  It is not easy to find some information on dell’s landing page like contact information. “My account” “ log in” is too small to notice. I think DELL sure did some research and built the mobile page basic on the customers’ needs.

•             How might your company measure the mobile experience on their site? What tools or data should they look at?

I think the main content DELL should measure is : the visit, transaction volume, search engine keywords of dell, the average time visitors spent on the page. These data can help DELL to analysis the page’s situation and the experience of customer. I think google analytics is good enough, there is another way to measure the situation: hire an analytic company like Foresee to do the research.

•             What are your recommendations for how they might entice more mobile traffic and make the mobile user experience better?

I think the mobile app is pretty good to use. The easiest way they should do is to advertising this app, because DELL’s big competitors like HP and Apple don’t have this kind of service. At the same time, push notifications like promotion information to smartphones which have this app. I think the mobile traffic will improve.  To satisfied users, I think make the catalogue go first than the pictures and other information will be better.  

Content Consumption - Blog Post Assignment

In a blog post, explain:

• How has your consumption of content changed over the past 5 years?
• Do you still read paper books, magazines or newspapers? If so, which and why? If not, why not?
• When you read online content, is it on a laptop, tablet or on your phone? Why?

 

When you're finished with your post:

4.                   Click the link above to submit the link to your blog post.

5.                   Post a link to your blog post on the Content Consumption discussion board for Module 8.

6.                   Comment on your peers' posts

 

• How has your consumption of content changed over the past 5 years?

Over the past 5 years, the biggest consumption of content changed for me is online shopping.  Before I went to college, I only buying stuff in shopping mall and store.I don’t know when the online shop popular in US, but in China, there is a website named TaoBao which is an online shopping website like amazon and ebay, people can buy or sell things on that site. I started online shopping when I went to college which is 2008, 4 years from now and online shopping become the main type of shopping.

• Do you still read paper books, magazines or newspapers? If so, which and why? If not, why not?

Yes, I still read paper books some time. This summer I went back to China, I really like reading novels, and I don’t like read it on electronic device, I think that is because the other functions like reading, movie is just popular these years. My reading habit is started since I was very young. I used the old way for reading for more than 10 years so if I use phone or laptop to reading, I feel uncomfortable, and the price of book is affordable in China, so I read paper books in my hometown. But in U.S, I usually read by laptop especially for textbook, because I can use translator when I was reading to help me understand the content of the book. The other reason for I reading E-book is because the price of book in US is too high, e-book is cheaper than paper books.

• When you read online content, is it on a laptop, tablet or on your phone? Why?

                 It depends on what kind of book I read. I usually read textbook by laptop because it is cheaper and convenient for me to use translator, For novels, sometimes I read it by my phone because it is convenience to take it with me. I also use kindle to read novel because kindle is looks like paper books which can protect my eyes.

1. Measurement for Influencers & Thought Leadership - Blog Post Assignment

    

For your company and list of influencers, explain in a blog post:

• How would you setup a program to measure influence?
• What might be key goals and metrics for your company?

 

When you're finished with your post:

3.                   Click the link above to submit the link to your blog post.

4.                   Post a link to your blog post on the Measurement for Influencers & Thought Leadership discussion board for Module 7.

5.                   Comment on your peers' posts

 

First thing I would do is to confirm what the goal is for DELL. I think the goal should be reasonable price, great evaluation from media and users, High quality, new technology.

So for these important influence, we should do is:1.Thinking of how to keep good feedback from media and users. We can use excel to record the rate of positive and negative news. 2.Keep the high media exposure. When I compare DELL with some competitors, I found that during this time, Samsung’s high attention is basically have nothing to do with its products, but the lawsuit with APPLE. So the media exposure is really important for a computer company.  3. Price and promotion. Sometimes consumers are more care about at one price what kind of products they can buy. Promotion is a good way to make more people pay attention to our products. 4. Some tech website have discussion area, people talking on that area to share their experience of using one product. Usually a single sentence can change one person’s attitude of one product. Make sure the rate of negative review of our products or we will lose a huge group of prospective consumers.

Finding Influencers - Blog Post Assignment

    

Using KDP's techniques, as shown in the lecture, build a list of the top 10 influencers in your company's industry. Share the list in a blog post and explain why you chose these top 10.

               

When you're finished with your post:

1. Click the link above to submit the link to your blog post.
2. Post a link to your blog post on the Finding Influencers discussion board for Module 7.
3. Comment on your peers' posts.

From searching, I figure out that the top 10 websites are most important influencers :

http://www.tigerdirect.com/

http://www.computer.org/portal/web/guest/home

http://www.zol.com.cn/ 

http://news.yahoo.com/tech/

http://www.youtube.com/

http://www.computerworld.com/

http://www.anandtech.com/tag/storage

http://www.facebook.com

http://www.twitter .com

http://reviews.cnet.com/

The websites above include：News of DELL, reviews of DELL’s products, new product issue and activities, price, promotion, blog, social websites, and tech communication. I think these features are the most important factors which can influence DELL.

1. Competitive Intelligence - Blog Post Assignment

 

 

For your company and it's top competitors, use Google Trends to examine traffic trends, top rising and related keywords, and geographic differences reports. In a blog post, report on your findings for your company versus the major competitors, and make recommendations to the brand manager of your company on how they might capitalize on opportunities with their marketing strategy. Tie your recommendations to your findings (feel free to use screenshots to make your case).

 

When you're finished with your post:

1. Click the link above to submit the link to your blog post.
2. Post a link to your blog post on the Competitive Intelligence discussion board for Module 7.
3. Comment on your peers' posts.



 

 

 



From last assignment, I have already figure out the key competitors of DELL-----Samsung and HP. So this time I only compare these three companies. From the screemshot we can tell Samsung has the highest search rate of these companies, Apple follows and Dell's average search is only 25%.

 

 

 The most related terms of DELL is dell inspiron, inspiron is the main product of dell, behind that is dell laptop and laptop. We can see hp is also the related term of dell.
From the geographic report we can tell the most popular area is United states, Canada, pakistan, Indian, Sierra Leone. and so on.
 

From the Regional interest, We can easily tell the most popular area for DELL of the World.

The rising related terms are as pictured above. The most popular one is dell studio, dell mini and dell india fellows.
For recommondation, the total trend of Dell is decrease. So the manager should focus on how to increase the attention from all over the world. Although DELL is from United States, the result I find shows that the search in united state are only 50%, I think the manager should strengten local advertising and also the online advertising.

1. Finding Competitors & Vital Keywords - Blog Post Assignment

For your company, explain in a blog post who the key competitors and vital keywords are. Explain what tools and techniques you used and why. Share screenshots of your results & explain what recommendations you might make from your findings.

 

When you're finished with your post:

1. Click the link above to submit the link to your blog post.
2. Post a link to your blog post on the Listening to Customers discussion board for Module 7.
3. Comment on your peers' posts.

I using the google trend to be the tool to measure the key competitors. I used to choose Alexa, but the data of Alexa is based on people intall the toolbar of Alexa, few people using that tool, but google trend is accurate to analysis.

From this screenshot I can tell the key competitors will be Samsung, HP and Apple.

The related terms, HP show up. And I also can tell inspiron is the hotest topic of DELL. From the first screenshot, Dell's searching rate are decline all the time and HP, Samsung, Apple's attion are rising continuely. My recommodation is to strengthen the advertising.

Measuring Sponsorship - Blog Post Assignment

1. Measuring Sponsorship - Blog Post Assignment
2. Instructions

In a blog post, explain how sponsors in the event you chose for the Effect of Sponsorship post could measure success (pick one or two to discuss). Be clear about what tools and techniques they could use and what they would hope to achieve through each type of measurement.

 

When you're finished with your post:

1. Click the link above to submit the link to your blog post.
2. Post a link to your blog post on the Measuring Sponsorship discussion board for Module 6.
3. Comment on your peers' posts.

Chevy is a big and world famous auto company and has very long history. Actually I can say that this brand is really successful in auto area or it can’t survival such long time. It has enough popularity but it still advertising all the time. From transformers to supernatural. In my personal idea, Chevy is trying to foster emotional reasons to make people like their products. It seems hard to measure the effect of sponsorship for these kind of big company with steady sales.

 

I do find the page for impala 1967 on face book. The directed way to measure it will be the page view, number of like, the content of discuss on this page. For the real effect of the sponsorship, we will measure the conversion rate from like to buy of the page view. When the show is playing, the sales waves of that period of time and social attention, exposure rate on social media.

Effect of Sponsorship - Blog Post Assignment

1. Effect of Sponsorship - Blog Post Assignment
2. Instructions

Think about an event you've attended recently (can also be a tv show or online event) -- or search for an event online. In a blog post:

• Who were the sponsors? (if you remember)

I am a fan of serial “Supernatural”.  This serial has its 8^th season this year. During these 8 seasons, there is an important role ----Impala 1967. Chevrolet is the one of the sponsors of this serial.

• Did their sponsorship of the event affect your perception of them? If so, how?

I think this sponsorship is really affecting my perception of Chevrolet’s products. Because the appearance of this car is vintage and beautiful. Also because the story gives me too much emotion reasons to let me like this car. Even I choose Michigan to study is because Chevy was originate from Detroit.

 

• What other companies would have been a good fit for sponsoring the event? why?

The movie< the Italian Job> is a custom play of BMW MINI. The car almost become the lead of this film and achieve attract extensive attention worldwide.

Wells Fargo is the sponsor of Wells Fargo Center, Philadelphia, PA. Wells Fargo Center is the stadium of Philadelphia Sixers. This action show the grand wealth of this bank and make people have confident in this bank.

 

When you're finished with your post:

4.                   Click the link above to submit the link to your blog post.

5.                   Post a link to your blog post on the Effect of Sponsorship discussion board for Module 6.

6.                   Comment on your peers' posts.

Landing Page Test - Blog Post Assignment

• What could you test to improve?

First of all, I think there are some obvious shortcomings involve in this landing page. The search button is too small and not functional. No recommendation at all at landing page, also lack of promotion advertisements. Besides that, too much words on this page with no extruded points to catch people’s attention. Some important information like feature video is located in the corner of the page. To improve this page, I will combine A/B test with MVT test. A/B test will used to contrast the old page with the improved one. MVT test will used to measure the value of each button or part of the page. And then, decide to put the most important parts to the most significant place.

• What improvements would you recommend?

I will say, make the search button stand out and provide optional button to help people choose the different function of the products. Besides that, put the feature video and using video at the middle of the page. Place advertisements and promotion advertisements on the landing page to guide people choosing.

• How would you test your recommendations?

First, I will use A/B test. I will use the primary website and the new website to compare the effects of each one. During A/B test, I will also using MVT to analysis the effects of each change. At last improve the website B to reach the best effect.

• Why did you pick these methods and what do you expect from the tests?

                         I think A/B test is the easiest and direct way to see the effects of each website but the information it provide is too simple and few. So I need specific analysis to help me improve the detail of the website, so I combine A/B test with MVT test to get full-scale information and data to support my improvement become the best.

 

Effect of Usability on Website Performance - Blog Post Assignment

1. Talk about a recent experience you've had with trying to use a company's website. Feel free to share screenshots and explain elements that were particularly bothersome (and why). In a blog post, explain:
• What were you trying to do?
• How easy was it to do what you were trying to do?
• What would have made it easier?
• How did your experience impact your perception of the company?

When you're finished with your post:

5.                   Click the link above to submit the link to your blog post.

6.                   Post a link to your blog post on the Effect of Usability on Website Performance discussion board for Module 6.

7.                   Comment on your peers' posts.

 Answear:

8.                   What were you trying to do?

The website that really bothers me is EBay. I usually buying, bidding or selling stuff at that website.

Every time I click “my eBay”, The page show up as follows:

 

 The things firstly show up at list are not what I'm purchased. The first thing show up is what I'm bidding and after that is my watch list. After through all the things I bid or Interested in, I can see my purchased list. It is very stupid and made me mad. The words of list name is too small too notice. At very begining I use this website, I always think that the stuff show up at the top of the page is what I'm already bought. This setting up also inconvinient with tracking package. Finding the tracking button is already waste a lot of time of mine.

9.                   How easy was it to do what you were trying to do?

The website of eBay is really messy. I understand ebay want everyone review what they are bidding and interested in before seeing what are they already bought and tracking. This action is just contemptible and bother me a lot.

10.               What would have made it easier?

I think the logical sequence of the list will be: purchases, bidding, watching list. People can track their mail at first and then check the bidding state and see the watching list. And also enlarge front size of the name of list"purchases, bidding watching list" to make the different list clear.

11.               How did your experience impact your perception of the company?

I will say this experience make me feel ebay just want to sell more things than providing first-rate service to people. They don't really care what users' feeling of that.

Website Usability - Blog Post Assignment

 

In general, DELL's website didn't have big prolems. But some small problems are also exist. Like, the size of words are small especially for old people. Logo is a little small and not showy that could be ignore sometimes. Home-page is a little full that need more time to find the information I want. Nevigation is not that good the contact information is at the lowest place of the homepage and the words are really small. The logo of Dell is the home-page link in other pages but in the home page it is only a pattern. I think even in the home-page, add a link in it is a good idea for customers to know that is a link there.

To make words larger and logo larger, delete some picutres in the home-page and put some information in the viewy place instead of puting them in the corner. Add a link in the logo in the home-page. The website will be better I think.

Website Survey - Blog Post Assignment

1. Choose a company (or use one from previous assignments). For this company, what type of information would they like to put in a survey to help them improve their website. Go beyond the 3 questions. List your 5-10 questions and explain why you chose them and what information you would hope to gather.

 

When you're finished with your post:

1. Click the link above to submit the link to your blog post.
2. Post a link to your blog post in the Website Survey discussion board for Module 5.
3. Comment on your peers' posts.

 

1. How do you know our website?

This question can help us know the channel that customers find our website that we know which part will bring the most efficiency publicity.

2. What are you trying to find in our website?

This question can tell us the most popular information that people want and we can improve the information structure to catering customers’ need.

3. Do you find what your need?

 This question tells us the satisfaction of people about our website and also tells us our website is efficiency for customers or not and how to improve it.

4. Do you satisfied with the structure of our website? Is it easy for you to find information?

This question leads us to create the most streakiness website that people can find information they want as quick as possible.

5. Do you satisfied with the information we provide?

From this question we can know the information we have is comprehensive or not. And which part of information we still need to add.

6. Are there any websites have similar service? If yes, which one do you think is better?

Through this question we can know about our competitors and know the attitude that customers think about it.

7. What do you think we can improve in the future?

This is an overall question that if people find any aspect of our website needs to improve we will know the ideas from customers.

Listening to Customers - Blog Post Assignment

1. For your chosen company, what can you learn about their customers by using KDP's techniques? In a blog post:
• Share your findings

• What keywords are important?

For important keywords to DELL I will say, HP, Lenovo, Apple, Toshiba, Sony, Acer, Asus, IBM, Samsung, Vizio, Gateway, MSI, Rain computer, Gigabyte, Panasonic.

Operation system, CPU, Memory, Hard drive, screen, mother board, graphic card, sound card, Home use, professional, work station, computer repair.

• What outlets matter?

I think the kind of social network that people can rate products online is really important because this kind of website can control the trend of popular and the professional websites which provide professional evaluation of products will influence the sales directly.  

Besides social websites, another important outlet is the sales website like the official website which includes online shop or other online sales websites like amazon. After selling, the website can get accurate feedback from customers.

• What are the customer hot buttons?

I think the customer hot buttons for Dell will be the public praise, price, quality, cost performance, performance of computers, after service.

Social Media Content Analysis - Blog Post Assignment

1. Conduct a Social Media Content Analysis for your chosen company. In a blog post:
• Share your findings.
• What recommendations do you have for how they can improve?

When you're finished with your post:

3.                  Click the link above to submit the link to your blog post.

4.                  Post a link to your post in the Social Media Content Analysis discussion board for Module 4.

5.                  Comment on your peers' posts.

 

 

1. Find the Content

I will using Social Mention and Google alert to find contents.

2.Determine Type of Conversation

The most type of conversation are the advertisements and the comments on DELL’s laptop through social media. Most these result from the people has the attitude of neutral.

 

3.Determine Visibility of your Brand

Most of contents are the reputation of the products of DELL, people talks about the performance of this computer, the appearance of it, the defect and the price. I think the visibility of DEEL is high because people use it and people talk it.

4.Determine if Anyone was Quoted

What customers said was quoted because their feedback is the attitude of the products from customers. When problems appear and users talk, complain and it will be quoted by others .

5.Determine Sentiment

The most of people’s sentiment is neutral.

 

6.Determine What Messages were communicated

The most messages showed up is this laptop is fast and worth to buy. Although sometimes I can see the complaint like “my laptop was die”. For most people, before buying something , they will search for the reputation of one product, the reputation of laptop is the most one people willing to talk about, and after that, they will decide to buy it or not.

7.Determine Positioning

By analysis, the most comments of DELL is the high quality, cost performance is good, fast and great laptop brand. Which means when people think about computer, they will come up with dell, DELL is the popular brand in computer market.

8. Quantify Authority

Dell is the big computer brand which has almost the most market share in the world especially in U.S. It is also a popular brand which has 3,852,636 followers in Facebook and also 47,028 follower in twitter.

 

• What recommendations do you have for how they can improve?

I think DELL already did well in this area, the only thing I feel interesting in is the sentiment of this brand. The most attitudes from people is neutral which shows that DELL except the cost performance and quality, DELL’s products lack of reasons for loving this brand. I think DELL need to improve the design of appearance and personalization design.

 

Create a Measurement Plan - Blog Post Assignment

1. For your chosen company, follow the steps in KDP Chapter 5 to create a measurement plan. In a blog post:
• Share your measurement plan for your company.
• Explain why you made your choices.

When you're finished with your post:

3.                   Click the link above to submit the link to your blog post.

4.                   Post a link to your blog post in the Create a Measurement Plan discussion board for Module 4.

5.                   Comment on your peers' posts

Step 1: Define the Goal

 

The goal of DELL using social media are: 1. Advertising 2. Increasing popularity and social influence  3. Get feedback from users all around the world 4. Increasing sales of course.

 

Step 2: Identify Your Publics and Determine How Your Social Media Efforts Affect Them

 

The public will be the group of people who like DELL or have planned to buy our products. I think social media is a way to increase the connection between the company and consumers.  Social media provide information and customers provide feedback or their expectation of DELL’s new products.

 

Step 3: Define Your Benchmarks

 

I think at least DELL need to focus on is the price of products and the feedback of the products. In the final analysis, DELL is a company which produces computers. It can ignore the market, ignore the advertising, as long as the product is good and the price is reasonable, it has the reason to survive, but if the products are bad and with high price. No matter what the company trying to do, people still don’t want to buy it.

 

Step 4: Determine the Specific KPIs by Which You Will Define

 

I think they will be the page views of the website, percentage of return visit. The followers of twitter and how much people rate is as “like” in Facebook.

 

Step 5: Select a Tool

We can use Google analytics to analysis the sales, page view, percentage of return visit and conversions.  For satisfaction of customer, we can use surveys to measure the reputation of products. And to analysis conversation we need to use content analysis.

Step 6:Collect data, analyze, make recommendation and measure it again

That is based on what I measured from the first 5 steps.

 

Social Media for Marketing - Blog Post Assignment

1. Find a company that is actively using social media (can be a company you've used for previous assignments). In a blog post, explain:
• How are they using social media to change their marketing?

Dell using the most popular social media like Facebook and twitter which provide platform to people rate and talk about it. In the year 2010, Dell operated the Social media center. This center is not the independent department of Dell, not only the dedicated social media team, the individual sales and product groups are all encouraged to use social media. Using social media around all process of their business is their way to change their marketing.

• How well are they following the rules of PR?

1 .You’re Not in Control

DELL use this social recourse successfully, the social media is free for users and also cheaper than other advertisements for companies. DELL use the most of it to advertise their products and manufacturing/sales procedures  which make more people know about it and also discuss it.

2. There is no Market for Your Message

Social media spread all kinds of news every day to people, the real market for DELL is those people who love it and pay attention to it. DELL knows how to catch people’s attention so create social media center to make professional people to make their news attractable.

3.Reach the Right Eyeballs, Not All Eyeballs

For those people who really like this brand and want to buy it. They will follow it on twitter and Facebook which is the most efficiency of Social media, if you don’t like it, it won’t appear, the news are only provide to people who really like it and follow it. This is also the reason for Dell thinking highly about social media.

4. It’s Worse to Not be Talked About At All

All about topics. Sometimes PR need to create topics to people. This is the short of DELL. The information DELL provide is kind of singleness.

• What recommendations would you make for them to improve their efforts?

Since DELL have already done well in social media, The only thing I recommend is provide more kinds of information about this company, not only the products but also other things and trying to extrude the specially of dell’s products and also the corporate culture.  

Economic Value - Blog Post Assignment

This Facebook app is created for customer of mustang fans. I think it is another kind of advertisement which cost less than real advertisements.  This app provides news about mustang and also provides what activities the company has already hold. It also provide platform to people to talk about it which can help get feedback as quick as possible.

To measure the value, first of all, there are 150,000 users of this app. They will receive the news and everything about this car, if the cost of creating this app is $10,000, routine attention costs about $5,000per year and this app need to give Facebook about $ 10,000. They the cost on per person is about: $0.167. That’s pretty cheaper than other advertisements and can increase the sales of this car.

There is another way to measure the value of this app.  On this app there is a conspicuous button named “customize your way to the top” which can lead people visit mustang’s webpage. So the easiest way to measure it is to see the increase of the page view and below the page we can see the 53.3k follower of twitter and 71k like from Facebook. Using the assumed data before, the total cost of this app is $25,000 and there are totally 124.3k people like it. So the average cost on per person is $0.20. But the total value it brings will much more than that.

Critical Few Metrics - Blog Post Assignments

For your chosen company, use what you've learned in the reading & lectures to explain in a blog post:

• What are their critical few metrics? Why?

I think the critical few metrics of DELL are:

                           Average sale price

Average sale price of Dell’s products can affect the sales volume directly, by rising or reducing price can increase or reduce the sales volume.  Average sale price can tell Dell what price for average is the best.

Profit margin

Profit margin can improve by raising sales price or reducing overhead. Also profit margin can affect the sales price and overhead. Average sale price, profit margin and overhead are mutual dependence. There will be the best point that can make each reach the best place.

Overhead

Overhead is the key to measure the efficiency of this company.

Conversion rate

Good web analytic can help dell see the customer behavior and understand why. When there are any problems, it can help to find it out and improve it, which can increase the chance that people buy their products.

Visitors

Usually people won’t buy something on the website they firstly visit. Advertising everywhere in any ways can increase the search or visit chance. And also might increase the sales.

 

• What are their macro conversions?

Their macro conversions are involved: technical support, Multipurpose Ecommerce Website which convert website visitors to buyers.

• What are their micro conversions?

Their micro conversions are involved:

 1. Registration of visitors.

 2. Users who sign up for premium content

3. Incoming calls: contact number page view to the quantity of incoming calls.

 4. Content consumption.

5.technical support tickets opened on website.