Reference no: EM131815529

Response to this comment

The company that I looked at was Spotify. I'm sure it's arguable that they are not a consumer product, but I definitely consider them one. The sources of my post come from both Instagram and Facebook. In the end of 2017, early 2018, Spotify launched a series of posts about Ed Sheeran (an artist that I adore). The reasoning behind these posts were to recognize Ed Sheeran as the most streamed artist of 2017 on Spotify. The posts were comical and he was involved in them, whether it be acting or singing. I think the type of persona that was being leveraged by Spotify was a mix of creators and conversationalists. Spotify was creating because it was using new ideas to make videos and graphics starring Ed Sheeran and showcasing his accomplishments, but also they were trying to start a conversation with their users. For example, one of the posts said "Be as loving as the person who put 48 Ed Sheeran songs on their 'I Love Gingers' playlist."  This post was intended to not only showcase that Ed Sheeran was the most streamed artist of the year, but it was also funny and could stir up a conversation about spreading more positive vibes and less hate around in everyday life.

• Imagine that you are the marketing manager for the company from the post in Part I of this discussion. In order to support your social media marketing strategy, it is your job to stimulate the conversation to a new line. Propose a strategy to take the current conversation and turn it into a new conversation in order to introduce your company's new products and services to the post followers. Support your proposal.

As a marketing manager for Spotify, I would propose to stimulate the conversation of a new product launch by showcasing the features and abilities in short clip videos across all social platforms. In addition, I would fight to leverage music partners to help showcase the new product and how it is used. If there are honest opinions and original content, I think a conversation could be started with the community about what people like and what they don't. I think Spotify is an adaptive enough company that the conversation could stimulate more posts that involve voting for features that Spotify could create for consumers. By perceiving to turn the decisions to public and end users, consumers are more likely to be engaged with the campaign so they feel they have a say in what would be coming out.