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“The Importance of Social Media and Web Analytics” Please respond to the following: From the case study, assess the degree to which Salina Siu effectively used YouTube to develop customer loyalty. Appraise the success potential of at least two (2) other social media methods that Salina could use to promote her business. Justify your response. * From the scenario, prioritize the most significant components of a social media campaign according to the level of influence each could have on the new product launch. Examine both the social media tools that will provide the highest return on investment (ROI), and two (2) key performance indicators (KPIs) that one could use to measure success. Provide a rationale for your response. Welcome Student | Help | Sign Out Library CoursePack Contents Font Search this article Edit Notes Edit Settings Actions SALINABEAR: MONETIZING A YOUTUBE PROFILE Karen Robson prepared this case study under the supervision of Professors Michael Parent and Anjali Bal solely to provide material for class discussion. The authors do not intend to illustrate either effective or ineffective handling of a managerial situation. Richard Ivey School of Business Foundation prohibits any form of reproduction, storage or transmission without its written permission. Reproduction of this material is not covered under authorization by any reproduction rights organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Richard Ivey School of Business Foundation, The University of Western Ontario, London, Ontario, Canada, N6A 3K7; phone (519) 661-3208; fax (519) 661-3882; e-mail [email protected] As the eight millionth view started on her YouTube channel, Salina Siu put her scissors down and reflected on the amazing events of the past year. It was September 2012, and what had begun as a hobby a little over two years earlier had grown into a successful small business. Siu had started a YouTube channel, joined YouTube’s partner program, graduated from university and obtained an internship in social media in her hometown of Vancouver, Canada. All this from tutorials on how to creatively cut T-shirts! Siu’s YouTube channel, SalinaBear (www.youtube.com/salinabear), provided instructional videos on how to transform plain T-shirts into fashionable garments by carefully cutting them using only scissors — an apparently popular practice among teenage women. The high number of views led to Siu being accepted into YouTube’s Partner Program, whereby ads were placed next to her videos, and Siu shared in revenues resulting from either exposure to these ads or click-throughs on these ads. Siu was making good money, but not enough to replace a full-time job. Siu picked up her scissors and continued carefully cutting the neck seam on her latest project — transforming a man’s extra-large T-shirt into a trim woman’s tank top. As the blades moved effortlessly through the fabric, she thought about her options to transform the site into a bigger business that would provide enough income to warrant full-time employment. BACKGROUND Salina Siu Salina Siu, 23 years old, was part of a creative, artistic family. Her father, who enjoyed photography as a hobby, had first piqued her interested in drawing. Her mother had been a seamstress her whole life and sewed clothes part-time at home. When Siu was a young girl, her mother would ask her what new outfit she’d like her to make for her. At an early age, Siu had already started thinking like a fashion designer. She had also developed a taste for unique and custom garments. By her own admission, she had always been interested in arts and crafts: drawing, painting, photography and graphic design. Siu also pursued these interests professionally. She graduated with her bachelor’s degree in Business Administration in 2012 from the Beedie School of Business at Simon Fraser University in Vancouver, Canada, with concentrations in entrepreneurship and innovation and in marketing and a minor in publishing. Throughout her coursework, she also took electives from Simon Fraser’s School of Interactive Arts and Technology, including digital image design, graphic design and drawing as inquiry. In May 2010, she bought a T-shirt at the local mall that had been cut up in the back. It was the first time she had ever seen such a thing, and she was enthralled. She immediately tried to figure out how it had been done, even searching on YouTube for videos that might show her. She commented: The videos were OK, but they really didn’t show it clearly. The production quality was poor, and the instructions were incomplete and confusing. I felt frustrated, and never really got a clear understanding of how to cut T-shirts into these neat patterns. So, I just decided to do it myself. Through trial-and-error, and with some help from my Mom, I got the hang of it really fast! It’s actually pretty easy and straightforward once you get it! This epiphany motivated her to want to make better videos than the ones currently on YouTube. She saw an opportunity to help others, while also developing valuable video-creation and -edi

"The Importance of Social Media and Web Analytics" Please respond to the following:

From the case study, assess the degree to which Salina Siu effectively used YouTube to develop customer loyalty. Appraise the success potential of at least two (2) other social media methods that Salina could use to promote her business. Justify your response.
* From the scenario, prioritize the most significant components of a social media campaign according to the level of influence each could have on the new product launch. Examine both the social media tools that will provide the highest return on investment (ROI), and two (2) key performance indicators (KPIs) that one could use to measure success. Provide a rationale for your response.



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SALINABEAR: MONETIZING A YOUTUBE PROFILE

Karen Robson prepared this case study under the supervision of Professors Michael Parent and Anjali Bal solely to provide material for class discussion. The authors do not intend to illustrate either effective or ineffective handling of a managerial situation.
Richard Ivey School of Business Foundation prohibits any form of reproduction, storage or transmission without its written permission. Reproduction of this material is not covered under authorization by any reproduction rights organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Richard Ivey School of Business Foundation, The University of Western Ontario, London, Ontario, Canada, N6A 3K7; phone (519) 661-3208; fax (519) 661-3882; e-mail [email protected]

As the eight millionth view started on her YouTube channel, Salina Siu put her scissors down and reflected on the amazing events of the past year. It was September 2012, and what had begun as a hobby a little over two years earlier had grown into a successful small business. Siu had started a YouTube channel, joined YouTube’s partner program, graduated from university and obtained an internship in social media in her hometown of Vancouver, Canada. All this from tutorials on how to creatively cut T-shirts!
Siu’s YouTube channel, SalinaBear (www.youtube.com/salinabear), provided instructional videos on how to transform plain T-shirts into fashionable garments by carefully cutting them using only scissors — an apparently popular practice among teenage women. The high number of views led to Siu being accepted into YouTube’s Partner Program, whereby ads were placed next to her videos, and Siu shared in revenues resulting from either exposure to these ads or click-throughs on these ads. Siu was making good money, but not enough to replace a full-time job.
Siu picked up her scissors and continued carefully cutting the neck seam on her latest project — transforming a man’s extra-large T-shirt into a trim woman’s tank top. As the blades moved effortlessly through the fabric, she thought about her options to transform the site into a bigger business that would provide enough income to warrant full-time employment.
BACKGROUND
Salina Siu
Salina Siu, 23 years old, was part of a creative, artistic family. Her father, who enjoyed photography as a hobby, had first piqued her interested in drawing. Her mother had been a seamstress her whole life and sewed clothes part-time at home. When Siu was a young girl, her mother would ask her what new outfit she’d like her to make for her. At an early age, Siu had already started thinking like a fashion designer. She had also developed a taste for unique and custom garments. By her own admission, she had always been interested in arts and crafts: drawing, painting, photography and graphic design.
Siu also pursued these interests professionally. She graduated with her bachelor’s degree in Business Administration in 2012 from the Beedie School of Business at Simon Fraser University in Vancouver, Canada, with concentrations in entrepreneurship and innovation and in marketing and a minor in publishing. Throughout her coursework, she also took electives from Simon Fraser’s School of Interactive Arts and Technology, including digital image design, graphic design and drawing as inquiry.
In May 2010, she bought a T-shirt at the local mall that had been cut up in the back. It was the first time she had ever seen such a thing, and she was enthralled. She immediately tried to figure out how it had been done, even searching on YouTube for videos that might show her. She commented:
The videos were OK, but they really didn’t show it clearly. The production quality was poor, and the instructions were incomplete and confusing. I felt frustrated, and never really got a clear understanding of how to cut T-shirts into these neat patterns. So, I just decided to do it myself. Through trial-and-error, and with some help from my Mom, I got the hang of it really fast! It’s actually pretty easy and straightforward once you get it!
This epiphany motivated her to want to make better videos than the ones currently on YouTube. She saw an opportunity to help others, while also developing valuable video-creation and -edi

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