Electronic-Commerce and Electronic-Marketing for Book Bunker - Essay Example

E-Commerce and E-Marketing for Book Bunker Executive Summary Social media presents a two-way stream of communication, as compared to traditional media where publishing of a message is done via one-way communication to the masses, for instance newspapers, television, and radio. Social media are ever changing at a rapid pace. This paper seeks to discuss the impact that social media and Web 2.0 would have on Book Bunker’s online bookstore marketing campaign. The paper begins with definitions of social media and Web 2.0 and the way companies can utilize them to increase their online presence and improve their efficiency. The paper then moves on to the various providers of social networking services and covers such companies as Facebook, Twitter, and LinkedIn among others, as well as how Book Bunker could benefit from these sites. Finally, the paper gives recommendations on the social media strategy that Book Bunker can institute to increase bookstore efficiency and increase their online presence. E-COMMERCE AND E-MARKETING FOR BOOK BUNKER: SOCIAL MEDIA The social media is made up of websites and online tools, which encourage individuals to interact with other people like journalists, brands, companies and businesses, as well as forming communities via the creation, sharing, and publishing of content. It is a two-way stream of communication, as compared to traditional media where publishing of a message is done via one-way communication to the masses, for instance newspapers, television, and radio. The social media is ever changing at a rapid rate and takes on different forms that include content communities like YouTube and Flickr, micro-blogs and blogs such as Twitter, social networking sites like MySpace and Facebook, and virtual worlds such as second life. This paper aims to provide information on the utilities of social media and web 2.0 to business, provide various sites that Book Bunker could use, and finally recommend a strategy for use by Book Bunker. Companies and businesses utilize social media in different ways. They can use it for monitoring what is being said concerning the company and its brand on the social web sphere, for broadcasting news concerning the company, and also for connecting the company to its clients since it is a form of two way communication that allows the company to listen to its customers (Tuten, 2008). Social media also allows for networking with other companies for collaborative purposes, as well as allowing businesses to use it for interaction and servicing of its clients on an online forum that is customer service. Market research can also be carried out using social media after the company builds a network of interested customers that allow the company easy polls of its customers (Tuten, 2008). Social media also allows the company to conduct real time research by being actively involved in it since Google now features on its results page social media results in real time (Tuten, 2008). It also provides the company with content that is user generated where a company could put together contests for the submission of videos for ad campaigns and allows fans to blog, which saves on effort and time. Companies can also apply social media when managing their reputation by using the sites to address the clients and the problems they face. It can also be used for learning with companies using social media to learn about the needs and desires of customers, as well as gain new ideas. Finally, it can increase web traffic by invitation of the social network to the company’s website, which translates into increased sales (Tuten, 2008). Web 2.0 and its Applications for Business Web 2.0 refers to the use of a combination of various technologies such as AJAX that allows customers to interact with the information given by a company (Close, 2012). Web 2.0 is the situation that involves amateur developers and writers being able to create Websites and applications, which can gain increased credibility as compared to software vendors and traditional sources of news. By combining powerful tools from Java Script such as AJAX, the user is can contribute to, as well as interact with, the data put out by the company or business entity. This combination of tools is the essence of Web 2.0. Web 2.0 would affect the online store and its online presence in various ways. In the Web 2.0 era, creation of a profile for the online bookstore on social networking sites could lead to the formation of a fan club for the bookstore hat allows the owner to reach clients who are most likely to buy its books (Close, 2012). The implications of this go beyond the creation of a fan club by allowing the bookstore to connect to its clients on an increasingly personal level. If they place photos of the owner and the books store on the site, the clients would feel deeply connected to the bookstore and could lead them to making initial, as well as repeat, purchases. This is an effective manner of creating credibility for the store. Blogging, in conjunction with a social network site, can keep the clients informed of progressions and changes to the product line and new arrivals (Close, 2012). Occasional blogging also allows the store an opportunity to connect on a personal level with the clients since the posts are personal and candid. Providers of Social Media The fastest growing platform for social networking is Facebook by enabling the user interface to be customized and for the inclusion of applications, which personalize the experience further. Users are connected to the company quickly and receive notifications when updates or changes are made to the profile status of the company (Singh et al, 2010). Facebook is an appropriate forum for searching for fellow bookstores online, in addition to, networking with them and organization of events in the bookstore by sending out invitations since those invited will invite their friends. It can also act as a means of advertising to potential clients as it could spread information as the ad appears to those indicating interest in rare books, in their profile. Another social networking site is LinkedIn that serves companies in building and maintain relations with their clients. This gives professionals increased success and productivity via leverage and contribution to their trusted network. It is perfect for development and maintenance of professional relationships, as well as provision of extensive and necessary information in the bookstore’s profile to be actively involved in the LinkedIn Answers or status updates that publicize the bookstore’s current work or project (Singh et al, 2010). It also increases the possibilities of the bookstore to attain a lead in sales. It is a good place for professional and appropriate answers, which the bookstore may use in getting potential clients to share on their book preferences. As a social networking site, MySpace, is available in fifteen languages and allows the company to customize their integration features and profiles, for instance, widgets, bulletins, groups, and blogs (Singh et al, 2010). It would help the bookstore to create a repertoire or portfolio for rare books while also uploading pictures of the book and, maybe a review. It could also create a video channel to sustain its presence. Ads on MySpace could help the bookstore in running an effective campaign online. This is through allowing Book Bunker to design its own ad and choose who can view it in view of local clients. Twitter has evolved into a social medium that allows fast dissemination of information. It offers useful information to potential and current clients by using intelligent and catchy copywriting in the tweets, as well as allowing the bookstore to follow authors, publishers, and clients that will ensure that Book Bunker is in the right network rather than promoting to uninterested clients (Singh et al, 2010). Continuing on, another social networking site is Digg that allows the release of news and search for relevant information, as well as discovering websites and sharing them. Book Bunker could use it to create talking topics or trends online as users vote or discuss for topics that interest them. Book Bunker could use it to search for interesting titles dominating over time and target clients talking about it while also watching for topic trends that excite users (Singh et al, 2010). It would also work in tracking of competitors and, therefore, be a useful tool for monitoring of PR. This is because press releases made by competing bookstores concerning their decisions that involve the same client base that Book Bunker serves would likely be “digged”. Social Network Strategy The best social networking site to use for Book Bunker would be Twitter. This is because it is a good place to ask questions and answer them. Instead of using the intercom to ask attendants if they could aid customers in finding a book, Twitter allows the manager to communicate directly with them in the store. Book Bunker should also use Twitter to leverage its Constant Contact email blast to establish the link with its client base and the communities, grow audiences across the state and country, as well as build relationships with publishers and authors (Smith & Zook, 2011). For booksellers who engage in active social networking, there is the possibility that they could build a mutual relationship with authors. This is because the authors could be involved in the marketing campaign, whereby they communicate with the Twitter community and Book Bunker to schedule book signings. Twitter will also help Book Bunker to put out quick updates across a variety of channels on, for example, new arrivals, and leave the manager free to run the bookstore. They could put out a press release or event over the Constant Contact on Twitter easily and quickly instead of using different channels for making updates to these channels all the time, which would be time consuming (Smith & Zook, 2011). Book Bunker should also use Twitter in conjunction with blogging to update sales and news. Staff can be encouraged to blog about books they love at the store and links to these blogs posted on Twitter (Smith & Zook, 2011). In the book-selling world, reaching out to clients and authors is essential since, different from Amazon, Real Brick and Mortar bookstores provide a customer experience that the exclusively online bookstores cannot achieve. It is impulsive to expect clients to walk into the store without advertising; therefore, Book Bunker must fully utilize the Twitter forum to put the personal side of the bookstore out there and keep their presence in front of their customers all the time. The result of using twitter will be a great experience for the client as far as book retailing is concerned since it will create a real community for book lovers, writers, and readers from both the local region and further out. References Close, Angeline. (2012). Online Consumer Behavior: Theory and Research in Social Media, Advertising and E-tail. London: Routledge. Singh, Shiv., Becker, Michael., & Williams, Ryan. (2010). Social media marketing for dummies. Hoboken : Wiley/John Wiley Pub. Smith, Philip. & Zook, Ze. (2011). Marketing communications : integrating offline and online with social media. Philadelphia: Kogan Page. Tuten, Tracy. (2008). Advertising 2.0 : social media marketing in a Web 2.0 world. Westport : Praeger. Read More