You came all the way from Taiwan?
This might be the question I will be asked if I can be a a Marketing Trainee of Opera Software in Norway. It is a pilgrimage for me to see the birthplace of Opera, because I began to surf the internet since I was a child. Additionally, I witnessed the skyrocketing facebook members in Taiwan, so did my friends in facebook, from less than 100 to more than 600. All these things happened in this year.
When Typhoon Morakot lashed Taiwan, Opera Software backed up my hometown, Taitung, last summer. For now, Opera is oppressed by Chrome, IE, Mozilla Firefox and Safari, so I think it's time to pay a debt of gratitude. However, My pilgrimage to Opera stands difficulties, mainly IE, which bundled with Windows. Do we have sword to fight back? The answer is yes. Taiwan's HTC is a leading and influential smartphone competitor for Nokia, Google Nexus(also designed by HTC) and iPhone 4. The cooperation of Opera browser and HTC emphasis on a faster, more stable and flexible Internet experience, including speed dial, tabbed browsing, optimization for touchscreen phones, etc. To write another David and Gallia story, I will go on three missions.
1. Social Media as Marketing Tool of Opera
In terms of the marketing strategy, we can understand the function of social media and properly answer the question - "why should we use this social media?"
As of May 2010 Opera has a 2.43% of worldwide usage share of web browsers, according to Net Applications. Can we call it a advancement, if it is going to be 3%? This is a narrow definition of the success, because social media can achieve more, such as marketing research, customer satisfaction, and sales promotion.
The famous case "Whopper Sacrifice" makes facebook users delete 233,906 friends in three weeks. In this case, the promotion increased the customer numbers. Most importantly, it provides humor to customers and refresh Burger King’s brand image.
2. Synergy of Combined Social Media Tools
There is a plot from Alice in Wonderland.
Alice came to a fork in the road.
"Which road do I take?" she asked.
"Where do you want to go?" responded the Cheshire cat.
"I don't know," Alice answered.
"Then," said the cat, "it doesn't matter."
As Alice's confusion, the critical questions we should ask ourselves are not - "Should we create a blog?" or "How to operate the facebook page of Opera?" In fact, there are thousands of social media platforms in the internet.
It seems impossible to use one single tool to achieve 100% marketing strategy, but the synergy of combined social media tools can exceed the goal! Therefore, we have to step towards the basic question - "Who are the customers we want to contact?" Social media tools are our weapons, so we need to be hunters.
Target before fire.
3. Marketing Trainee as a Communicator
In my opinion, my character needs to make a two-way communication. First, collect and organize the information from Opera, and broadcast the information. Second, observe the external feedback, and provide feedback to Opera to make strategic decisions.
For customers, I prepare to build the blog not only preaching Opera, but I also want to support customers become familiar with Opera. Moreover, I will be appreciate their feedback and focus on the interaction. For Opera Software, I prepare to consider the strategy not only progress the percentage, but I also desire to use social media for understanding our target market.
The channel, habit and reaction of listeners are the points I am going to manage. As the tone in this blog, I plan to communicate with listeners in a easily understandable way. I can not wait for writing attractive articles about Opera.
To take off the mask, please read my About or resume.
Phantom of the Opera
|November 2013January 2014|