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Marketing And Customer Engagement: Social Media Marketing

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Question:

Discuss about the Marketing and Customer Engagement for Social Media Marketing.

 

Answer:

Overview of Company

Big WS is the famous Australian chain of departmental stores. The company was founded in 1964 in the region of New South Wales, Australia. Big W is the division of the famous company Woolworths Limited and now, it is operating in all over the country having around 186 stores and 22,000 employees in the company. This is the largest discount department stores as compared to Kmart and target. In present time, Big W is providing great value in-store and online choices to the general customers. Along with this, it is also focusing on corporate responsibilities in the environment, employment and community. It can be seen that the company has got significant level of position in the Australian retail industry and the main cause of achieving such high position is that company uses effective strategies in its marketing tactics.

Product

Big W provides wide range of brands to the customers at the lowest affordable prices. Big W has stock of fashion for family health and beauty products, home entertainment, small electrical, toys, kitchenware and more. Customer can get big products in the small amount. Having entire range of products, company has huge collection of brand items on which customers are familiar and they trust (Woolworths Group, 2017). In Big W, customers can do shopping safely having the knowledge about products or brand which they know and trust. Along with this, those various products are available at the lowest prices. In Big W, it is not the idea of everyday low prices in the company. It is the principle on which the company is working continuously and it is the responsibility of the employees in the company. Company is always focused to offer the products to the customers at the lowest possible prices every day (DAT Media, 2017).

Target Market

Australia is a developed country and the standard of living of the people in country is high. Aim of the Big W is to focus on the environmental needs of the people in the country. Big W sells its products as per the requirements of the customers. So, Big W targets the socio-economic and psychographic or lifestyle of the customers. Company targets men, women and children in all age group as it is providing the products which can be used by everyone.

 

Summary of Social Media Use

In case of Big W, the customer outreach of the company includes several social media platforms i.e. Facebook, Instagram, Twitter, Pinterest using Socialbakers Builder and Analytics. Reason is that the customers are differing from channel to channel. The ecommerce footprints of Big W are very impressive (Densley, 2013). The company has enjoyed more than A$ 1.2 billion online sales every year with 50% rise of last year. The company is clearly reinvesting its profit in the digital platforms to attract the customers (Davis, 2014). The popularity of the Big W on social media can be seen by table.

Platform

Followers

Facebook

800,000

Twitter

10,000

Instagram

20,000

Youtube

12,000

Pinterest

19,000

First tool is Facebook which is used by the company. Having more than 800,000 followers of Fecebook users in Australia, Big W has very popular page. Further, there are Youtube, Instagram, Pinterest and Twitter which are used by the company. The company has realized the importance of social media to remain available for the customers. The social media tools used by the Big W are not different from the competitors but, the way company is using the tools is different (GDUSA, 2017).

The challenge, which company is faced by the company is to know about the customers i.e. who they are, what they want, how they want to be engaged with social media and how they want to contact. It is important for the company to differentiate them based on social media platform. There is risk associated with social media to satisfy the customers based on their needs. It can be seen by the table of followers that Big W is not failed in its social media strategy because of its unique strategy to manage the platforms on daily basis (Socialbakers 2017).

Recommendation and Conclusion

SWOT analysis of Big W based on social media is as follows:

Strength

·         Market leader,

·         Ability to use market potential by social media platforms,

·         Has more than million active users,

·         Understand users needs and wants.

Weakness

·         Lack of website customization,

·         Weak click-through-rate advertisements

Opportunities

·         Add more sources for revenue,

·         Open facebook marketplace,

·         Number of customers by mobile devices can be increased

threats

·         Users have ad-block extension,

·         Weak business model,

·         Privacy issues

Based on the SWOT analysis, it is recommended that Big W has to make sure that it is using right track for social media strategy. So, company should do SWOT analysis of the social media strategy for the best results in this manner.

 

References 

DAT Media, (2017). BIG W Digital. Retrieved on 1st May 2017 from https://www.bigw.com.au/medias/DATMedia20131028.pdf?context=bWFzdGVyfHJvb3R8NDgwNTIxMXxhcHBsaWNhdGlvbi9wZGZ8aDZlL2g3ZS85MTIzMTIyNTQ0NjcwLnBkZnxhZjQyOGMxNTYwYjUwYmExZmVkMTY3NTkwZGU1YWIzOWMwZmFiN2RlMzFmZTI5YjkxODJlODRjZjg4M2IzZWE4

Davis, B. (2014). Woolworths South Africa: common sense social media with a small team. Retrieved on 1st May 2017 from https://econsultancy.com/blog/64781-woolworths-south-africa-common-sense-social-media-with-a-small-team/

Densley, J. (2013). Woolworths’ social media success: Five lessons from the billboard scandal. Retrieved on 1st May 2017 from https://www.smartcompany.com.au/people-human-resources/managing/woolworths-social-media-success-five-lessons-from-the-billboard-scandal-2/

GDUSA. (2017). Measuring Success Starts With ‘Big W’ Social Media Campaign. Retrieved on 1st May 2017 from https://gdusa.com/designwire/measuring-success-starts-with-big-w-social-media-campaign

Socialbakers (2017). Woolworths: Great Results for a Small Team with Socialbakers Solutions. Retrieved on 1st May 2017 from https://www.socialbakers.com/social-media-content/client-stories/woolworths-sa/

Woolworths Group. (2017). Strategy and objectives. Retrieved on 1st May 2017 from https://www.woolworthsgroup.com.au/page/about-us/our-approach/strategy-and-objectives

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