Second Post

Topic 1:Social Listening

The brand I chose was one of my favorite wineries, Chateau St Michelle. They produce several varietals that I enjoy very much. And as they are rather large and rather popular I presumed that others may have something to say. Maybe something about a favorite wine or some of the musical entertainment that the host.

The Value Proposition is fine (yet not terribly expensive) wines, which is what originally attracted me to the brand. I suppose that some people come to the winery for the entertainment. But by and large the main attraction is the wine.

What are 3 things that people are saying? Oddly I did not see any posts not from the winery itself or people in the wine business. The "Wine Spectator" and someone from "Great NW Wine" said nice things about the wines produced. But NOT ONE of the 2400 Twitter followers had anything to say. I checked Facebook and fared no better. While they have an extensive following in the physical world it seems in the social media world their following is somewhat smaller.

The marketing implications? Would a more active following from social media participants result in greater sales? As wine is considered an adult beverage, is Twitter a useful way to measure missed marketing opportunities? A site that measure Twitter demographics: hootsuite states:
"A third of American teens use Twitter, according to a Pew Research study of teen social media usage. In fact, high-school-aged teens are the most active age demographic on the social network: a full 42 percent of online youth aged 15 to 17 use Twitter."

If I were the brand manager how would I respond? Maybe social media isn't the best venue for advertising "adult beverages" would probably be one on my first responses.  


Topic 2: Marketing In The News

The Public Relations horror show facing United Airlines forcibly removing a passenger continues. A new report by wallethub shows that United, along with most US airlines, already had a poor reputation among the traveling public. However if you were Alaska Airlines, you were in a pretty good position. Virgin America (which is merging with Alaska Airlines) and Alaska Airlines are both ranked much higher that larger more legacy airlines like American Airlines and United Airlines.

The report shows that the legacy airlines have plenty of room for improvement especially with; reliability, comfort, canceled or delayed flights, as well as denied boarding. The main marketing challenge is to improve on the issues that customers find the most annoying. Most airlines have sacrificed good customer service for better financial performance. Both Alaska and Virgin America are smaller, more regional airlines.

The Value Proposition for the two smaller airlines are to provide a quality service and not to alienate the customers. A glance at social media shows that the passengers think that there is a better way twitter.

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