#YouWillBeFound: Participatory fandom, social media marketing and Dear Evan Hansen

Drawing on studies of fan participation, labour and parasociality, this article explores the continuing diversification of musical theatre fandom via social media and the interactive ways in which productions harness fan engagement. The analysis focuses on Dear Evan Hansen (2016) as a musical that depicts emotionally vulnerable teenagers and exploitative online communication, notions that are also often reflected in how fans interact with the show. Fan-generated content is regularly recycled as marketing material, and even as merchandise, that is used to sell the production. Similarly, the musical’s producers and marketing team frequently invite interaction around the musical’s core mantra, ‘You Will Be Found’. These interactions can benefit fans by potentially eliciting feelings of social inclusion that may be experienced as empowering. However, this practice can also be interpreted as equally as ethically dubious as some of the musical’s narrative content, given that fans are ultimately providing free advertising for a commercial musical.

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Cisco Systems: Launching the ASR 1000 Series Router Using Social Media Marketing

Kellogg School of Management Cases ◽

10.1108/case.kellogg.2016.000065 ◽

2017 ◽

pp. 1-16

Author(s):

Mohanbir Sawhney

Keyword(s):

Social Media ◽

Traditional Approach ◽

Social Media Marketing ◽

Target Market ◽

Value Proposition ◽

Product Launches ◽

Marketing Team ◽

Media Habits ◽

Edge Router ◽

Learn Approach

This case focuses on Cisco Systems' innovative probe-and-learn approach to using social media to launch its ASR 1000 Series Edge Router. The company had decided to eschew traditional print and TV media in marketing the new product and had decided instead to focus its efforts entirely on digital marketing and social media to attract the attention of its target market. The case discusses Cisco's bold plan to launch the ASR 1000 Series “virtually, visually, and virally” and the digital tactics employed by the Cisco Systems marketing team to accomplish this ambitious goal. Business marketers normally adopt a more serious and traditional approach to marketing its products but in this case Cisco had decided to buck that trend by exploring digital tools and social gaming avenues which its target client—the technical community—were increasingly frequenting. Cisco's challenge lay in whether this new approach and resultant value proposition would resonate with its technical audience and give the ASR 1000 Router the kind of publicity it needed to have. The case is set at a time when social media was burgeoning as a promising way to engage consumers more deeply with brands and products, but marketers were still experimenting with the tools and tactics of social media for marketing.Understand the relevance of social media for product launches as a function of contextual factors such as nature of product, media habits, and company credibility. Learn about the applicability of social media for business marketers in terms of its uniqueness, advantages and challenges. Recognize the relationship between campaign objectives and the value proposition for the product. Understand the evolution of social media marketing from a probe-and-learn approach to a strategy-driven process. The initial test and learn approach must be enhanced and become more strategic in the future.

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vineyard vines and The Brotherhood of the Traveling Pants

Darden Business Publishing Cases ◽

10.1108/case.darden.2021.000019 ◽

2016 ◽

pp. 1-13

Author(s):

Meghan Murray ◽

Matthew Loftus

Keyword(s):

Social Media ◽

User Generated Content ◽

Social Media Marketing ◽

Graduate Level ◽

Marketing Campaign ◽

The Social ◽

History Of ◽

Social Media Presence ◽

Social Media Advertising ◽

Marketing Team

This case, “vineyard vines and The Brotherhood of the Traveling Pants,” introduces students to a unique partnership in the social media advertising world. Preppy clothing powerhouse vineyard vines had a history of interacting with its customers by featuring user-generated content in its catalogs and on its website and decided to continue this tradition on social media by partnering with a group of fans called The Brotherhood of the Traveling Pants. This successful and authentic social media marketing campaign resulted in increased sales for vineyard vines and influencer status for the members of The Brotherhood. At the end of the campaign, the vineyard vines marketing team is left debating how to grow its social media presence through partnerships. The case has been used as part of a social media marketing course and would be effective in any undergraduate- or graduate-level marketing course.

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Social Media Marketing in Sports: The Rise of Fan Engagement through Instagram

10.36295/asro.2020.231721 ◽

2020 ◽

Vol 23 (17) ◽

Author(s):

George William Kharmalki ◽

Shiny Raizada

Keyword(s):

Social Media ◽

Social Media Marketing ◽

Fan Engagement

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Evaluating universities' strategic online communication: how do Shanghai Ranking's top 50 universities grow stakeholder engagement with Facebook posts?

Journal of Communication Management ◽

10.1108/jcom-06-2019-0090 ◽

2020 ◽

Vol 24 (3) ◽

pp. 265-283 ◽

Cited By ~ 1

Author(s):

Birte Fähnrich ◽

Jens Vogelgesang ◽

Michael Scharkow

Keyword(s):

Social Media ◽

Content Analysis ◽

Large Scale ◽

Online Communication ◽

Content Type ◽

Global Brands ◽

Automated Content Analysis ◽

Shanghai Ranking ◽

Fan Engagement ◽

Media Channel

PurposeThis study is dedicated to universities' strategic social media communication and focuses on the fan engagement triggered by Facebook postings. The study contributes to a growing body of knowledge that addresses the strategic communication of universities that have thus far hardly dealt with questions of resonance and evaluation of their social media messages.Design/methodology/approachUsing the Facebook Graph API, the authors collected posts from the official Facebook fan pages of the universities listed on Shanghai Ranking's Top 50 of 2015. Specifically, the authors retrieved all posts in a three-year range from October 2012 to September 2015. After downloading the Facebook posts, the authors used tools for automated content analysis to investigate the features of the post messages.FindingsOverall, the median number of likes per 10,000 fans was 4.6, while the number of comments (MD = 0.12) and shares (MD = 0.40) were considerably lower. The average Facebook Like Ratio of universities per 10,000 fans was 17.93%, the average Comment Ratio (CR) was 0.56% and the average Share Ratio (SR) was 2.82%. If we compare the average Like Ratios (17.93%) and Share Ratios (2.82%) of the universities with the respective Like Ratios (5.90%) and Share Ratios (0.45%) of global brands per 10,000 fans, we may find that universities are three times (likes) and six times (shares) as successful as are global brands in triggering engagement among their fan bases.Research limitations/implicationsThe content analysis was solely based on the publicly observable Facebook communication of the Top 50 Shanghai Ranking universities. Furthermore, the content analysis was limited to universities listed on the Shanghai Ranking's Top 50. Also, the Facebook posts have been sampled between 2012 and September 2015. Moreover, the authors solely focused on one social media channel (i.e., Facebook), which might restrict the generalizability of the study findings. The limitations notwithstanding, university communicators are invited to take advantage of the study's insights to become more successful in generating fan engagement.Practical implicationsFirst, posts published on the weekend generate significantly more engagement than those published on workdays. Second, the findings suggest that posts published in the evening generate more engagement than those published during other times of day. Third, research-related posts trigger a certain number of shares, but at the same time these posts tend to lower engagement with regard to liking and commenting.Originality/valueTo the authors’ best knowledge, the automated content analysis of 72,044 Facebook posts of universities listed in the Top 50 of the Shanghai Ranking is the first large scale longitudinal investigation of a social media channel of higher education institutions.

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Penerapan Strategi Social Media Marketing Untuk Meningkatkan Penjualan Pada Dealer Mobil Toyota, Daihatsu dan Honda Bandung

Infoman s ◽

10.33481/infomans.v12i2.159 ◽

2018 ◽

Vol 12 (2) ◽

pp. 115-124

Author(s):

Yopi Hidayatul Akbar ◽

Muhammad Agreindra Helmiawan

Keyword(s):

Social Media ◽

Search Engine ◽

Social Media Marketing ◽

Public Attention ◽

Media Companies ◽

Social Media Networks ◽

Internet Users ◽

Marketing Activities ◽

The University ◽

Website Content

Social media is one of the information media that is currently widely used by several companies and personally to convey information, with the presence of social media companies no longer need to spread offers through print media, they can use information technology tools in this case social media to submit offers the products they sell to users globally through social media. This social media marketing technique is the process of reaching visits by internet users to certain sites or public attention through social media sites. Marketing activities using social media are usually centered on the efforts of a company to create content that attracts attention, thus encouraging readers to share the content through their social media networks. The application of the QMS method is certainly not only submitted through search engine webmasters, but also on a website keywords must be applied that relate to the contents of the website content, because with the keyword it will automatically attract visitors to the university website based on keyword phrases that they type in the search engine. With Search Media Marketing Technique (SMM) is one of the techniques that must be applied in conducting sales promotions, especially in car dealers in Bandung, it is considered important because each product requires price, feature and convenience socialization through social media so that sales traffic can increase. Each dealer should be able to apply the techniques of Social Media Marketing (SMM) well so that car sales can reach the expected target and provide profits for sales as car sellers in the field.

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