Marketng Stratgy with Social Media

As Kean University marketing student, we have to read a lot of materials than post our views on our blog.

After studying the Acuvue social media Power Point, I feel it provides a lot of Marketing strategy and great references. It gives facts, data and their market plan.

The 10 key things I learned are so valuable for any company that they should integrate them into their marketing plans. However, the points below are defective in my opinion.

• The conceptual framework lay out on slides 4 & 5 is sound. Yet, it remains unclear to me (at least based on the information in the case) how the Facebook Wink supports the overarching Acuvue Wink & Blink Campaign, despite a set of seemingly compelling metrics that points to the impressive success of the campaign.

• Acuvue’s decision to target its social media campaign among current contact lenses users is flawed.

1. Acuvue correctly identified the causes for its loss of market share, i.e. increasing competition (competing brands doubled) and competitors’ aggressive pricing.
2. However, targeting its campaign on current users (that is, to steal shares from its competitors) will only worsen the already steep pricing pressure in the contact lenses market as a whole.
3. Given the current low market penetration of contact lenses (23% among 15-39 years old, and 10%, overall), the campaign target should be broadened to all people needing vision correction). This will ultimately contribute to growing the total market of contact lenses.
4. Since optometrists remain the gatekeeper in recommending the purchase of contact lenses, it remains to be seen how much a swaying power such as the social media campaign targeting the end users/consumers can really exert.

I appreciate that they share the valuable experience with us. In my opinion, the10 keys are priceless. I especially like the: Don’t believe the hype, the social media is just one of the tools in the shed.

Another good advice is the Social Media is not free for professionals. If you get it wrong, you will pay with your credibility. The most important is to be global!!! You can’t afford it to be myopic with today’s business: don't miss the train!!!

Li Ching Jung