FT-HW4_Engagement

[|Andreas Weigend] Spring 2009-B MBA 267 Haas School of Business University of California at Berkeley
 * Marketing 2.x: The Social Data Revolution**

=Homework 4 for FULL TIME MBA students (individual)= Assigned: Thu April 23, 2009 Due: Thu Apr 30, 2009, 2pm (beginning of Class 6) Submit to: haas.ft.homework@gmail.com Note: Given student request, you do not need to submit the insights you gained. However, at the beginning of Class 6, a couple of students will be asked to share their experiences with the class.

Pick a company you are interested in following, would like to get to know better, maybe interview at.

Part 1) Understand their traditional marketing
 * What is their advertised core message?

Part 2) Listen to the conversation
 * What opinions do customers (past, present, and potential ones) voice about the company?
 * Which social media locations (blogs, yelp, LinkedIn, Twitter, Facebook, GetSatisfaction etc.) are particularly effective?
 * What issues are most likely to create buzz?

Part 3) Engage in the conversation
 * Can you engage with those some of individuals who voice their opinion
 * What is easy, what hard?
 * Can you find out why do these individuals voice their opinions?

Part 4) Learn from the conversation
 * What advice would you give to the head of marketing of the company you picked?