Mwa7 Rojo

INFORMATION SYSTEMS ANALYSIS AND DESIGN MODULE 7
Midterm Written Activity 7
ACTIVITY 1: CRITICAL THINKING QUESTIONS

Based on the discussion, answer each questions and / or statements briefly. Write on the spaces
provided below.
1. Define social media and explain why how the use of social technologies fundamentally
changed how people and organizations used the World Wide Web.
Social media refers to methods of communication where individuals produce,

share, and/or exchange knowledge and concepts in online groups and networks. The
primary accounts on Facebook, Twitter, Instagram, LinkedIn, and YouTube are managed
by the Office of Communications and Marketing. Social media refers to any digital
technology that enables communication between individuals through online networks
and groups. There are many opportunities for kids to digitally connect with others thanks
to social media.
It has an impact on people's lives and alters how they learn, think, and
communicate. It has a significant impact on society, and today it is difficult to picture living
without it. Technology and society are intertwined, interdependent, and mutually
influential. Technology-based materials can be used to do our daily tasks. With the little
robotic system, we may complete our daily tasks and household chores. Modern
technology is used for transportation, shopping, food delivery, and healthcare.
2. If you were looking for a job or wanted to build your reputation as an expert in some area
related to marketing, what social media tools would you use for your personal branding
strategy and why?
You may reach a larger portion of your target audience by using social media
platforms like LinkedIn, Twitter, and Facebook, which make them fantastic tools for
building and promoting your personal brand. You may also manage the story that others
will hear about your brand, so you can be certain of what they will learn about you when
they search for you. As are a number of the best influencer marketing tools, LinkedIn is a
terrific location to locate and interact with other professionals in your sector. Analyze the
1
networks, posting patterns, and content of the key influencers in your community once
you've identified them to learn what you can do to improve.
3. How can companies utilize social media collaboration tools to become more competitive?
Utilizing social media collaboration tools, you may set up your workflow such that it is
simple to complete tasks and that nothing is overlooked. Social media collaboration tools
make it simpler for teams to function efficiently by allowing you to schedule posts and
assign assignments. Users that engage with these brands or express interest in their
products are frequently converted into influencers and customers. Social media serves as
a route for generating leads that are subsequently maintained in a customer relationship
management (CRM) system in this manner.
2
ACTIVITY 2: CASE STUDY

Business Case: Facebook Helps Songkick Rock the Ticket Sales Industry
Songkick is the world’s second largest seller of concert tickets, sending out over a million
geo-targeted concert alerts each day via e-mail and push notifications. In a crowded industry of
ticket sellers, Songkick’s unique mission is to be the “. . . world’s leading independent artist-
ticketing and concert discovery platform.” Their strategy is to treat artists with respect, providing
multiple ways for musicians and bands to promote their music, grow their fan base, and provide a
simple, cost–effective program for selling concert tickets. Their vision is simple; they want every
show to sell out! For music fans, the mission is not just to sell you tickets to concerts you already
know about, but to alert you to artists and events that you might not otherwise be aware of. As a
business strategy, the company’s mission and vision are inspirational, empowering and easy to
understand. However, translating this simplicity into action requires a sophisticated combination
of integrated technologies that rely heavily on APIs, SDKs, analytics programs, data sharing and
social media.
For Songkick’s customers to find value in the concert alerts they receive, the company
must understand its customer base and be able to predict the kinds of shows people are most
likely to be interested in. When customers create their Songkick account prior to purchasing
tickets, they use Facebook’s Login instead of filling out forms with lots of questions. This not only
makes it easier to set up a Songkick account, but it gives the company access to a rich set of
demographic and behavioral data that will later help them make personalized recommendations
about artists and events. The Facebook Login feature is created by developers using the Facebook
SDK, which provides tools programmer’s use to integrate the login feature with their own
platforms. Approximately 50% of Songkick’s customers use the feature to create or log in to their
account.
To further expand their understanding of customers and their behavior, Songkick’s
developers used the Facebook SDK and the App Events Export API to connect with the Facebook
Analytics for Apps program. This provided Songkick with an in-depth view of its audience, their
preferences, and behaviors associated with patterns of engagement and retention. Based on
insights from Analytics for Apps program, Songkick was able to identify new features and services
for their app that improved its value to customers. Finally, Songkick programmers used the
Facebook SDK and APIs to integrate with the Facebook App Ads program. This program
connected Songkick ads that appear on Facebook with the Songkick app, providing analytics and
improving customer engagement. For instance, Songkick can use what Facebook calls Deep
Linking with their ads. Deep Linking makes it easier for new app installers (customers) to reach
the information that originally inspired them to try the service.
3
As a result of Songkick’s integration and data sharing with Facebook programs, the
company experienced 7% more purchases by people using Facebook Login and a 15% increase in
sales as a result of insights gained from Analytics for Apps. Furthermore, customers acquired
from the Facebook network had a 35% higher lifetime value than customers acquired from other
channels.
REVIEW QUESTION:
1. What does Songkick gain by having customers use Facebook Login to create accounts and
log in to their website or mobile app?
Setting up a Songkick account is now simpler, but the company now gains access
to a wealth of demographic and behavioral data that will subsequently enable them to
provide specialized suggestions regarding artists and events.
2. How does Facebook’s Deep Linking program improve customer satisfaction and increased
conversions (purchases)?
Deep linking facilitates access to the content that first motivated new app
installers (customers) to test the service.
3. How did Songkick benefit from integrating its platform with Facebook’s Analytics for Apps
program?
Due to information gleaned from Analytics for Apps, the company saw a 7%
increase in purchases made by customers utilizing Facebook Login and a 15% increase in
sales. Furthermore, compared to clients acquired through other channels, Facebook
network customers had a 35% greater lifetime value.

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INFORMATION SYSTEMS ANALYSIS AND DESIGN MODULE 7

Midterm Written Activity 7

ACTIVITY 1: CRITICAL THINKING QUESTIONS

Social media refers to methods of communication where individuals produce,

ACTIVITY 2: CASE STUDY

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