We are all users of social media. Today, with your new knowledge about target marketing, market research and consumer behavior conduct research on ONE company and identify how they are utilizing some of the most popular social networking sites in their marketing strategies.

 

We are all users of social media. Today, with your new knowledge about target marketing, market research and consumer behavior conduct research on ONE company and identify how they are utilizing some of the most popular social networking sites in their marketing strategies. 

Please number and re-write the question and your response below it. 

  1. List the name of the company you will be analyzing. You can choose any brand you wish. A large brand like Disney, Tesla, Apple, Nordstroms, 21 Flavors, Whole Foods, or you can choose a small local brand like a boba shop or local restaurant. 
  2. Identify four strategies the company is using on Facebook, Twitter, Instagram, Blogs, TikTok etc. Make sure to:
    1. Identify the objective of the company. Is it building awareness of the brand, trying to drive sales, improve public relations via socially conscious initiatives? Minimum 5 sentences
    2. List each target markets/segments the company is trying to reach via the chosen social media channels
    3. Consumer behaviors the company is trying to reach/target with each social media strategy.
  3. List two strategies you recommend to the company to improve their social media marketing.
  4. Sample Student Assignments:
  5. List the name of the company you will be analyzing. You can choose any brand you wish. A large brand like Disney, Tesla, Apple, Nordstroms, 21 Flavors, Whole Foods, or you can choose a small local brand like a boba shop or local restaurant. 

I will be analyzing Ruggable. The company sells beautiful rugs that are sturdy, stain resistant, and can be washed in your home washing machine. 

2. Identify four strategies the company is using on Facebook, Twitter, Instagram, Blogs, TikTok etc. Make sure to:

Ruggable is active across all of the social media apps with using different strategies to reach their target market in each. 

FACEBOOK: As the primary user of facebook has aged, Ruggable’s facebook page is very straightforward. They post daily photos of professionally styled comfortable and classy rooms featuring their rugs. They focus on how a rug can compliment and change the feel of a room and suggest changing out your rug should be a part of the seasonal decorating. Their page includes a shop where customers can peruse rugs and make the purchase without leaving facebook. This suggests that the market segment they are trying to reach is adult, likely over 30, has expendable income, is an online shopper, brand loyal, and values convenience. Their goal on facebook is to build brand awareness and loyalty and drive sales with their shop.

TWITTER/THREADS: Ruggable hasn’t posted on Twitter since May 2023. This suggests that the company and their target customer don’t approve of Elon Musk and are not likely to be associated with far-right conservative Republican groups. To reach the Twitter user, Ruggable is very active on Threads, where Ruggable posts similar posts to what is seen on facebook but instead of daily they post weekly. Threads is a newer app and it looks like Ruggable is trying to discover the marketing potential with fill in the blank questions like “I can’t live without _______ in my house.” to try to build customer engagement. 

INSTAGRAM: With 1.3M followers on Instagram, this is Ruggable’s largest presence on social media. Posts are short lifestyle videos, unboxing videos, or videos with design strategies. On Instagram, their target margaret segment reaches a little younger than facebook, starting in mid-twenties perhaps, both male and female, interested in design and curating their home. They post in their bio that their product is available in the US, Canada, Germany, Uk, France, and Austria. Their daily posts suggest that they are focused on building brand awareness and trust on Instagram. They partner with several influencers who post semi-regularly about how the rugs fit in the design of their home, how they hold up, even on the ease of washing the rugs. Ruggable also pays for ads on Instagram to continue to grow their reach and help move interested parties into paying customers with ads that promote discounts.

TIKTOK: Ruggable has only 75.8K followers on TikTok, however, with 1.7M likes the app is still a major part of their marketing strategy. They post daily videos that are fun, sometimes instructive, refer to pop culture, and use brighter color palettes. The market segment they are trying to reach here is even younger—early twenties maybe even into late teens, predominantly female, first apartments or home wanting to set up a home that feels their own—not like their parents—and will spend money to capture the right vibe. Ruggable uses Tiktok primarily to extend their reach to a younger market. 

OTHER: Ruggable notably also utilizes email and text messaging to encourage repeat customers. 

3. List two strategies you recommend to the company to improve their social media marketing. Minimum 5 sentences. 

Ruggable already does a really good job targeting segments and addressing the consumer buying decision process but there is always room to try new strategies. I would recommend that they expand their Instagram strategy to include stories that address their products from a motives and needs perspective (Pride and Ferrell 143). To do this, they can utilize social influences through membership and aspirational references (149) by partnering with a variety of influencers to do “account takeovers”. For example, a cleaning influencer addresses the physiological need for a clean home, a young family influencer could address the safety features of the rug, a food influencer could address the products from a hosting/social aspect, designers could meet esteem needs, and all of these influencers speak of self-actualization. 

We are all users of social media. Today, with your new knowledge about target marketing, market research and consumer behavior conduct research on ONE company and identify how they are utilizing some of the most popular social networking sites in their marketing strategies.

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