Bena's Blog

Introduction Have you ever thought about launching a new product where there is no previous audience?   Let’s talk about a true story- UnderArmour .   KevinPlank , who founded Under Armour in 1996,  was a 23 year old special teams captain of the University of Maryland football team. Plank got the idea for the Under Armour brand after noticing how much dryer his compression shorts were compared to regular shorts.  Plank set out to design a shirt made of synthetic fabric that would wick away moisture and began selling the apparel out of the trunk of his car and his grandmother’s basement. We don’t see commercials for Under Armour on television.  The company's marketing is based upon word-of-mouth that creates demand.  Due to the increasing number of sports players, Under Armour has seen demand for its products grow.  With a stable and growing reach across the country it is important for Under Armour to implement the available...

 Reflections 1 (Chapter1-4) What is the  groundswell ?  The groundswell is ”A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations”.   Y ou might remember that our book mentioned a particular website called BzzAgen t , which discussed a new   marketing component used in  social media. The authors Charlene Li and Josh Bernoff    explained how to understand, interact ,and  build  trust with an audience  and  also how to   protect brands and integrate social media into existing marketing plans.    W hat we call the “social technics profile” is a  key concept in groundswell. This is basically an assessment of the customer and the type of social activities in which they participate.  The   Video call 119- Apps on Google play models customer involvement using the  POST met...

Have you ever wondered how much time a person spends on social media?  According to  Hackernoon.com , the average American adult (18+) spends 2 hours, 51 minutes on their smartphone every day. So i t seems true that the media is an effective tool for users to share their ideas and exchange opinions. Technologies relating to strategic trends are experiencing significant changes or reaching critical tipping points in capability or maturity. Today, I want to share some information about public safety that the Taiwanese government promotes by using social media. 119 has always been the first digital number to be immediately responded to in an emergency.  The 119 system is also the nerve center that drives firefighting and disaster relief energy when a major disaster occurs. In essence it is the brain of the 119 system and must be stimulated and accurate.  The 119 report operation used to rely on manual methods for reporting and dispatching which were slowe...