Based on the information contained within the case study, I believe Foley should pursue the Zwinktopia social media plan. I believe this is her best choice for a number of reasons.
First, Zwinktopia users fit the target demographic for the UnME Jeans brand. Its users span the age range she is marketing to—teenage girls. The Forrester Research Study of Interest in Marketer Profiles on Social Networking Sites reported the following:
• 68% of young adults, age 18-21, visit social networking sites once per day or more;
• 28% of teens and young adults, ages 12-21, showed interest in the profiles of marketers, retailers, and service providers on social networking sites;
• Nearly half of the adults over the age of 18 polled were shown to be interested in the social networking sites of their favorite retailer, marketer, or service provider;
• By 2006, 61% of teens and 80% of young adults were using social networking sites.
Second, another poll showed that apparel comprised the largest percentage of purchases made in the Second Life metaverse. Since UnME would be marketing their apparel to users in a similar environment, a safe assumption would be that its users would follow this trend, as well.
Lastly, I believe Zwinktopia would better convey the message that Foley wants send to consumers. This platform would allow users to design the jeans they use to outfit their avatars, giving users a sense of individuality—the very message the company seeks to convey. By users being able to share their creations with fellow Zwinktopians, they are also creating a viral effect with the brand. Their friends will become interested in the brand and want to purchase their own jeans.
What benefits would Foley gain from each of the three social media plans? What risks does each entail? How can Foley better reap the benefits and mitigate the risks of each of the programs?
Foley would greatly benefit from