Deliverable: 2 discussion questions and 2 responses per question

As Jillian Best had promised, Ying’s email lands in your inbox by midafternoon on Friday.

INBOX: 1 New Message

Subject: Digital Marketing with CompanyOne
From:     Ying Bao, Associate Consultant, MCS
To:         You and Team

Good afternoon,

I’m looking forward to working with you all on this project. As you may already know, we will spend the next two weeks in working meetings with the goal of producing digital marketing recommendations for our client, CompanyOne.

First, to kick things off, let’s reach a common understanding of what crafting a digital marketing strategy entails, as well as related concepts like customer relationship management (CRM), and search engine optimization (SEO).

A firm grasp of CRM is vital to understanding customers, successfully using social CRM, and implementing a CRM strategy. Reading about SEO will help this team become knowledgeable about link popularity and user insights.

To be most effective in our upcoming meetings, please supplement your knowledge of the above topics with your own research related to Google Analytics and similar analytical tools.

In addition to the readings for this project, please see the attached discussion topics below that we will cover in our meetings. You must respond to both of these discussions. Please take a look and come to the meeting ready to discuss.

We will have two senior executives from CompanyOne participating as observers and taking notes during our deliberations next week. We want to have done our homework, so that we can make a good impression. After all, MCS has a reputation to maintain.

Thanks so much, really looking forward to seeing your posts in these two areas.

Ying

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Discussions: 

Topic 1

How has customer relationship management (CRM) evolved or changed with the rise in the popularity of social media? Explain.
 

For an online merchandise store like CompanyOne, what are some of the common social CRM tools? Analytical CRM tools? Recommend one commercially available social CRM tool and one commercially available analytical CRM tool to CompanyOne, discuss the pros and cons of each tool, and explain the reasons for your selections.

Topic 2

How would you incorporate social media into CompanyOne’s SEO strategy? Social media optimization (SMO) has the same goals for CompanyOne as SEO, (i.e., to increase traffic to CompanyOne’s website). Should CompanyOne invest more in SMO relative to SEO? Why or why not?