Netflix has been in the news a lot lately, and not in a positive light. The company has been facing a lot of backlash, first for raising its prices and most recently for splitting its instant streaming service from its DVD mailer service. Unfortunately for the company, they were anything but prepared for the social media outcry that would result.
Back in July, customers were turning to social media to unleash their frustration with Netflix so much that #DearNetflix became a trending topic on Twitter. In its most recent faux pas, Netflix decided to rename its DVD rental business Qwikster. While the name is a catchy one, Netflix didn’t trademark the name or check to see if the Twitter handle was available. Apparently, the Twitter handle belongs to a student whose foul-mouthed tweets center around things like recreational drug use and sex. Netflix really should have done their homework a little better than that!
I was reading this blog today and found the lessons in social marketing to be useful! I hope you do too! Netflix certainly is learning the hard way!
Lately it seems like every time I turn on the television, I see this commercial for the Domino’s Pizza Pizza Tracker:
I was surprised to read here that the Pizza Tracker dates all the way back to 2008. Domino’s has really put this technology at the forefront of its most recent marketing campaign.
The Domino’s Pizza Tracker tracks the pizza from the moment the order is placed to the moment of delivery at your door. Then it allows the customer to leave feedback on that specific pizza order. Domino’s is really putting itself out there by doing so but it is engaging its audience and showing how important customer satisfaction is to the company.
Comments online about the pizza tracker seems to range from claims of it being bogus to customers who are truly happy to know the status of their pizza being delivered. According to the Domino’s Blog, last year the Pizza Tracker came out with various themes and just like in the commercial, there really was a Domino’s Pizza Tracker Billboard in New York City’s Time Square. According to this article, the billboard was up for nearly a month from July 25 – August 23, 2011, and displayed real customer comments that were filtered only for language and appropriateness. Customers whose comments were used were then sent a video link to their comment appearing on the billboard.
While the marketing departments for pizza chains are known for developing Facebook campaigns and creating pizza apps, Domino’s has thrust itself into the spotlight in a way that shows they stand behind their product and welcome customer feedback, even criticism.
Hello, and welcome to my blog! It’s nice to be blogging again after a long absence. This blog is for my class, Emerging Media and the Market, a graduate class for the Integrated Marketing Communications (IMC) program I am enrolled in through West Virginia University.
Much of my reasoning for pursuing a graduate education has to do with emerging media. Communication and media have changed drastically since I earned my bachelor’s degree in Journalism in 1999. I gained a solid foundation in creating traditional media while I was at the University of Maryland College of Journalism. When I graduated from college and got my first job with the National Park Service (NPS), each park was working on building its own website and the NPS as a whole was working to brand itself through the Message Project. At that time, the internet and e-mail were the most technologically advanced ways to communicate. Now there are mediums that allow virtually anyone with internet access to distribute information far and wide in a matter of seconds.
Last week when I experienced my first earthquake I got information about the quake immediately through fellow friends on Facebook. I knew within seconds that the quake was felt throughout several states. Several friends posted photographs and videos of damage from the quake. Ten years ago I would have had to visit an online newspaper or news station to find out such information. Prior to that I would have tuned into the five o’clock news or waited for the next morning’s paper, but those days are a thing of the past. We have become accustomed to instant information from emerging media like Facebook, Twitter, YouTube, and other mediums.
The way marketers distribute information has changed dramatically with the advancement of digital technology and I can’t wait to learn more about strategically using new media. Feel free to follow along with me on this journey! I’d love any feedback you may have!