Attached.

Running head: CASE STUDY QUESTIONS

Case Study Questions
Student’s Name
Institution

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CASE STUDY QUESTIONS

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Chapter 13 Case Study questions
1.
Meaning of is success identified with the ROI. Mymagic+ could be a triumph since it diminished
the visitor holding up time It cut the entryway exchanges by 30%. Expanded park capacity
MyMagic+ couldn't be a triumph since we don't see the speculation returning in type of income.
$1 billion to be put resources into all parks would be a colossal speculation, and few out of every
odd nation would socially acknowledge the innovative improvement in type of this band. Monetary
factors are the essential purpose for the feeling. Social variables would likewise play a role when
executing the equivalent in various country.
2. Inside break through blunder of the data by the one of the staff individuals is the greatest danger.
With so much data, one could submit a genuine offense.
3. The arrival on speculation equation could work in evaluating the definite quantitative profit for
establishment of the MyMagic+ band.
4 The following thing that might be valuable is an approach to impart through the gadget. The way
that leaving the lodging without anything other than the band bodes well for the speculation to
come back. Disneyworld is more about travelers than local people, subsequently cell arrange is
basic to not have among visitors. An approach to speak with others, and might be sharing pictures
through the gadget to your own gadget would be a good thought for the band to demonstrate its
adaptability.
5 The clients can discover options in contrast to the equivalent. For instance: for following your
relative in the recreation center there are sufficient GPS applications that could follow the gadget.

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6 No. As referenced is Q1 the social factor plays a key role here. Perhaps North America
acknowledges the mechanical advancement, anyway this couldn't be acknowledged abroad.
Chapter 14 Case Study questions
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There are a number of reasons behind the use of crowdsourcing by the organizations. Some of the
valuable information and feedback can be obtained by the organizations from the customers and
this will help them to develop an online buzz. This practice is also used by the online community
to reduce the costs of various processes which are involved in the brand awareness activities. New
product development is also assisted by using it as per the feedback provided by the customers.
2 11% expansion in income over the earlier year and set another yearly income record of $3.5
billion.
3 The idea was concocted by IAC's College Humor brand content production team along with
AEO's Boston based global advertising agency of record Arnold Worldwide. IDEA: to promote a
new type of skinny jean called Skinny Skinny. PRODUCT: Skinny Skinny were in fact body paint
and intended for those who think "jeggings are too baggy. PREMISE: A joke to be played for April
Fool's Day prank.
4 No. As referenced is Q1 the social factor plays a key role here. Perhaps North America
acknowledges the mechanical advancement, anyway this couldn't be acknowledged abroad.
5 They appreciated a 11% expansion in income over the earlier year and set another yearly income
record of $3.5 billion. Things were going great for both of AEO's brands, American Eagle, and
aerie, which saw, separately practically identical deals increment more than 2011 of 7% and 6%

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individually. Further, AEO's online business, AE Direct, was especially solid and appreciated a
practically identical deals increment of 25% more than 2011. 2012 likewise observed the passage
of a NEW Chief Executive Officer, Mr. Robert L. Hanson, who began on January 30, 2012, after
an effective residency at Levi Strauss and Co.
6 The advancement of extraordinary brand commitment and formation of a functioning on the web
network of different fans on the diverse internet-based life stage can be viewed as the offer to
PepsiCo (proprietor of Mountain Dew) of the arrangement of DEWmocracy2 battles. There are
various focal points which were gotten by the organization. For the "Dew Labs," the organization
was fruitful in having in excess of 1100 new Facebook fan pages. At the point when this crusade
was done till then the organization had the option to have in excess of 1000000 fans on its
Facebook fan page.
7 We can express that there is no don't about the accomplishment of 7 phases of multi-battle plan.
The start organizes Truck Stop" can be said as effective as more than 1.6 million clients took part
in the occasion. The other advance named "Express your Flavor" got effective because of the
association of the item fans who were shortlisted from various web-based life stages.
8 The idea was concocted by IAC's College Humor brand content production team along with
AEO's Boston based global advertising agency of record Arnold Worldwide. IDEA: to promote a
new type of skinny jean called Skinny. PRODUCT: Skinny were in fact body paint and intended
for those who think "jeggings are too baggy. PREMISE: A joke to be played for April Fool's Day
prank.

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Chapter 18 Case Study questions:
Web-based social networking has nearly supplanted the conventional method for giving superb
client assistance. It has been tackled into a stage that changes brand encounters into a significantly
incorporated piece of clients' everyday lives and cooperation’s. Delta will additionally accomplish
manageable accomplishment with their as of now established Twitter channel by leading statistical
surveying and finding openings by means of social tuning in understanding spectators all through
all phases of the purchasing cycle and past. | By Carolina Feng Chen | SMD203 Web Analytics,
Delta Case Study Slide 2 INDEX 1. The Power of Social Media 2. @Delta Assist Situation 3.
Social Listening 4. New Focus 5. Proposals 6. Bearings [logo source] [image source] 2018-04-25
3. ' | By Carolina Feng Chen | SMD203 Web Analytics, Delta Case Study Slide 3 The intensity of
online life demonstrated to be extraordinary handling consumer loyalty's and image understanding.
Delta predicted its upper hand and utilized Twitter to furnish clients with a quicker and
increasingly advantageous approach to address voyaging issues from 2010 ahead. Implemented
Policy Changes Dave Carroll, a Canadian artist, delivered a melody that was posted on Youtube
concerning the circumstance that United Airlines handle travelers' things thoughtlessly. This
brought about a messed up costly guitar upon appearance to his goal. Remuneration was just
offered after broad negative consideration from people in general and predominant press. Famous
notoriety was at that point seeded for the brand, setting aside some effort to recoup. "Unreasonably
wide for the sky? “United Break Guitars"2008 2010 2011 ! ! first video hit 5 million perspectives
in about a month and a half after its discharge Time magazine's top viral waitlist and CNN makes
reference to Video hit 20K perspectives in a brief period, HOWEVER, Delta tended to the issue
rapidly and made strategy changes that was declared by means of their blog after. An open door
stimulated since. Southwest Airlines constrained a traveler without thought, who was at that point

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situated yet was experiencing difficulty to fit in his seat, to be requested off the plane and be
obliged to the following flight. All due to his "unfitted" figure. The traveler was Kevin Smith,
executive and entertainer of numerous movies, tweeted to the brand on the abuse on Twitter
steadily, presenting to more than 1.6 million devotees and media. The brand trifled with it from
the outset and second thoughts pursued. 34 US troopers needed to pay additional cash out-ofpocket to have their fourth stuff on board with Delta Airlines. The staff who was serving charged
them because of exacting approaches making fighters be disappointed. Subsequently, a few
fighters taped a video remarking on the experience and later transferred to Youtube so as to get
consideration from people in general and Delta Airlines' specialists. [source] Southwest answered
to his tweets and composed an open statement of regret letter. Picked by Wall Street Journal, USA
today and significant outlets. [source] The Power of Social Media 2018-04-25

4. @Delta Assist Situation Delta made an outstanding showing by committing Twitter as an all
day, every day client care arrangements stage, be that as it may, just constrained to client
assistance. In this manner needing new procedures to enhance brand understanding and create
inspiration from clients all through the purchasing cycle. ü Increase brand notoriety and
constructive impression ü Leverage online life to bring down client care cost ü Increase standards
for dependability, deals rates, and backer rates Business Objectives Social Media Goals ü Provide
on-request client care in English and Spanish ü Respond to grumbles and facilitate clients'
dissatisfaction ü Position the brand as a supportive, benevolent, obliging and useful persona ü
Twitter account @DeltaAssist to manage English request ü Twitter account @DeltaAssist_ES to
manage Spanish request ü Facebook represent private help, in which is to address reactions in
email designs Tactics There is no pattern or example that stays the equivalent everlastingly, same

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goes for progress and distinction. Delta needs to actualize social listening systems and new CRM
choices to comprehend spectators inside and out, reproduce brand encounters that will impact
client's conduct, produce advocates and sustain long haul connections. Results Delta built up a
viable correspondence channel for their clients that brought about brand partiality and steady
notoriety by means of positive clients' Word of Mouth for their dependability. Improving the
movement experience by being mindful to clients' needs in time has molded Delta's vision in
staying aware of the regularly changing scene of correspondences and being viewed as an
imaginative carrier. By what method Can Delta Prolong Success? | By Carolina Feng Chen |
SMD203 Web Analytics, Delta Case Study Slide 42018-04-25

5. | By Carolina Feng Chen | SMD203 Web Analytics, Delta Case Study Slide 5 Social Monitoring
has been the achievement of Delta's CRM framework. However, Social Listening will enable the
brand to review simultaneous discussions, patterns and normal issues that will reveal bits of
knowledge for circumstance development and to more readily tailor content for client maintenance
and connections. Social Listening According to Sprout Social 34.5%of individuals lean toward
Social Media for client care. Numerous cases wherein brands are not referenced with a hashtag or
notices in spectators' online life messages of any structures that is obvious to general society. Those
roundabout connections are relied upon to be seen and connected by brands - filling the hole that
address issues. Spectators need to be heard and feel significant paying little mind to its channel
organize. With the expanding utilization of web-based life, spectators' desires for reaction time
and request has seen quick acceleration. The proportion among advancement and individual
reaction by brand is thought to be 23:1, which isn't perfect. [All details source] [Source 2] Social
Listening Social listening is tied in with giving a client driven brand understanding, even before

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crowds scopes to us. Making spectators feel like they are a piece of the brand, and be skilled with
esteem driven substance and important arrangements (limited time/individual/enlightening). At
the point when reactions don't occur in the normal time, spectators connection to mark rapidly
lessens and over 23% of them are probably going to descend the pipe further, diminishing the odds
to hold clients and support connections. Focal points ü Optimize client brand experience ü Instill
constructive notion and brand wellbeing ü Get bits of knowledge from discussions occurring
around the brand and relative rivals so as to make valid and made substance individuals look for ü
Track examples to anticipate patterns and social reverberation for new advertising thoughts
*Sprout Social Logo is copyrighted, just for scholarly use2018-04-25

6. WHERE are discussions occurring? WHEN, WHYand HOW would they occur? WHAT would
delta be able to do to make significant impact legitimately/by implication with spectators and keep
away from future emergency? | By Carolina Feng Chen | SMD203 Web Analytics, Delta Case
Study Slide 6 Delta ought to likewise concentrate on seeing how the brand is seen in general, and
how clients can feel acknowledged in each phase of the pipe. What's being said about the brand in
social stages? What are clients battling with that seem normal and tedious? What are clients
scanning for on the web and why so frequently? What are clients saying about contenders
decidedly/contrarily? What do clients talk about inside their social chart? What are the top
watchwords that is pertinent to the brand? What are rare fliers generally stressed over when
voyaging? What necessities do faithful clients still have with the brand? What are some normal,
significant issues from clients tweeting to @DeltaAssist that can be gone to evergreen substance?
What are different channels that are referencing the brand? What are the watchwords that present
negative estimation to the brand? ANDMORE. New Focus 2018-04-25

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7. 2018-04-25 | By Carolina Feng Chen | SMD203 Web Analytics, Delta Case Study Slide 7
Recommendations Criteria Switch between online and disconnected channels Hashtag crusade for
client created content Promote significant, evergreen and engaging substance Convert negat...