"Creating a Measurable Social Media Marketing Strategy for Hokey Pokey: Increasing the Value and ROI of Intangibles & Tangibles" by V. Kumar, Georgia State University, Vikram Bhaskaran, Georgia State University, Rohan Mirchandani, University of Pennsylvania, Milap Shah, Hokey Pokey.
This work focuses on how Hokey Pokey, a super-premium ice-cream retailer with over a dozen outlets deployed social media to enhance its growth and profitability. Hokey Pokey offers “customized mix-in” flavors, which the firm thought customer-developers could share using incentives and social media. They developed a model and measurement approach to link social media measures such as “comments” and “conversations” to financial metrics. They then developed a field test to evaluate the effectiveness of social media using their approach and found, among other effects, that the social media campaign lead to an increase in sales revenue growth of 40%, a 33-fold increase in the number of positive word of mouth instances, a 49% growth in brand awareness and an 83% ROI on the social media campaign.
It looks like no one has posted a comment yet. You can be the first!
You need to log in, in order to post comments.
- March 09, 2012 19:31
- All Rights Reserved (What is this?)
- Additional Files
- 7247 times
More from 2011-2012
Added almost 5 years ago | 00:42:14 | 10094 views
Added almost 5 years ago | 00:03:31 | 4254 views
Added almost 5 years ago | 00:38:25 | 5352 views