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U2 - DISCUSSION QUESTION
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After having viewed the video clips and worked through the extended reading, please respond to the below discussion prompt. You should post your initial response by the date indicated in the
module
calendar. Please be sure to reference your sources in appropriate Harvard formatting and to provide substantive evidence of any claims that you make. Where appropriate, include personal
anecdotes,
statistics, and references to additional reading or materials. After you have posted your initial response, visit the forum again over the coming days to read the responses of your peers. You
should respond to at least two other students by asking them to elaborate on a point, providing a counter-argument, suggesting a topic for debate, or referring back to the extended reading or
video
clips.
Have a look at the 6C model, which is discussed fully in your suggested text and is explored further in the interview with one of the authors in The Marketing Journal (2017).
The 6C model begins with the company and the content it creates. At the first stage, on the left hand side of the model, content needs to be pushed into the social media space. The wall is
intended to represent the point at which the company loses control over the content to online customers and communities. The communicating company may be happy to cede control over its content in
order to encourage the online community to re-post, share and forward messages on to others in order to heighten intended viral effects. The communicating company must be reconciled to the loss
of
control at this point – at this stage, their intended messages may be shaped by others and spun around willy-nilly, similar to the pinballs that we discussed in the introduction to this chapter.
What brand managers sacrifice in terms of loss of control, they stand to gain by the possibility that messages will be relayed between communities and customers. The ultimate expression of
engagement occurs when a multitude of online conversations circle around the organisation's content, as illustrated in the model.
Now analyse Starbucks' social media activities across one or more social media platforms and its use of the 6C model to transmit content to consumers.
In his article in The Marketing Journal, Opresnik (2017) describes the control phase as follows: At some moment, the company hands over control of its brand to the online community and customers.
To accelerate the viral uptake of its brand messaging, the company sometimes gives up the digital rights and blocks in order to encourage online community members to copy, modify, repost, and
forward the content. The content is intended to be copied and/or embedded into people's websites, blogs, and on Facebook walls. The key point to this stage in the process is that the company
(the
content creator) must be willing, and must even embrace, the fact that they no longer have full control over the content: it is free to be taken, modified, commented on, and otherwise appropriated
by the community of interest.
Critically evaluate how well the organisation generates conversations between communities and consumers and generates conversations between customers and the organisation.
Analyse the dangers that Starbucks has faced in giving up control over its content in this way and evaluate whether you think that this loss of control has benefitted the organisation's brand
overall. If you choose, you could narrow your analysis to the country in which you are based.
YOU SHOULD AIM FOR A RESPONSE OF 750 WORDS.
Прошу оценить стоимость работы.
Нужно оригинальное эссе, так как будет проверяться компьютером на плагиат. Нужны обязательно ссылки на
источники при подготовке материала.
Есть специальные правила для того какими материалами можно пользоваться в качестве референтов - во вложении.