Questions: 1. Evaluate the Nike+ ecosystem as a foundation for the social company’s strategy. How does Nike use Facebook, Twitter and YouTube for its digital strategy? How does Nike integrate its digital strategy with its social strategy? How was Nike able to develop such a rich, integrated social digital strategy? Class #14: Speaker (Tues 6/24) Module: Marketing Case: None Speaker: TBD Class #15: Traditional versus New Social Media (Wed 6/24) Module: Internet Marketing DUE: Your hardcopy case write up is due BEFORE the start of class. Please remember, this is an Your case individual assignment. write-up is to be analyzed and written without consultation with anyone. Be specific, detailed and comprehensive in you analysis and recommendations (quantitative and qualitative). Build a logical and persuasive argument. Case: Sephora Direct: Investing in Social Media, Video, and Mobile Questions: 1. Assuming she receives the additional funding, how should Bornstein allocate her budget across the various digital categories? Given that the additional funding requested must be shifted from other Sephora’s marketing spending, where would you propose to cut? Why? What do you make of digital and social media efforts as of the Sephora’s fall of 2010? Was it wise in your opinion to create Beauty Talk as a separate social platform to Facebook? As Sephora increasingly dabbles with digital marketing and social media, which competitors should the company be most worried about? What metrics do you propose Sephora Direct use to measure the success of its digital efforts going forward? Why? What should be the strategic goal of digital and social marketing Sephora’s programs? How can Bornstein satisfy the to in the CEO’s desire “win” digital space?
Questions: 1. Evaluate the Nike+ ecosystem as a foundation for the company’s social strategy. How does Nike use Facebook, Twitter and YouTube for its digital strategy? How does Nike integrate its digital strategy with its social strategy? How was Nike able to develop such a rich, integrated social digital strategy? Class #14: Speaker (Tues 6/24) Module: Marketing Case: None Speaker: TBD Class #15: Traditional versus New Social Media (Wed 6/24) Module: Internet Marketing DUE: Your hardcopy case write up is due BEFORE the start of class. Please remember, this is an individual assignment. Your case write-up is to be analyzed and written without consultation with anyone. Be specific, detailed and comprehensive in you analysis and recommendations (quantitative and qualitative). Build a logical and persuasive argument. Case: Sephora Direct: Investing in Social Media, Video, and Mobile Questions: 1. Assuming she receives the additional funding, how should Bornstein allocate her budget across the various digital categories? Given that the additional funding requested must be shifted from Sephora’s other marketing spending, where would you propose to cut? Why? What do you make of Sephora’s digital and social media efforts as of the fall of 2010? Was it wise in your opinion to create Beauty Talk as a separate social platform to Facebook? As Sephora increasingly dabbles with digital marketing and social media, which competitors should the company be most worried about? What metrics do you propose Sephora Direct use to measure the success of its digital efforts going forward? Why? What should be the strategic goal of Sephora’s digital and social marketing programs? How can Bornstein satisfy the CEO’s desire to “win” in the digital space?