Measuring Return on Investment - KTLA

Dear classmates ! 

I hope you spend a beautiful Halloween weekend. On my side, I went to Disneyland, that was decorated with Pumpkins, Ghosts... It was cool. But now, let's talk seriously about R.O.I !

Nowadays, measuring the Return On Investment of an online strategy is become a very important issue for all the companies.

As a TV Channel, the main goals I have in measuring the R.O.I allowed by the social media tools we use would be to increase our online presence and see if our online strategy satisfies our targeted audience.

KTLA, as other TV channels, use social networks such as Facebook but mainly Twitter to communicate with the audience. Thus, in order to measure the Return on Investment of the channel, I would probably use the number of Likers we have on Facebook and the number of Followers we have on Twitter.

For a TV channel, see how many people like it or follow is, in my opinion, the easiest way to measure the Return on Investment, especially in the United States, where the use of social networks is more present, regarding TV channels, compare to other countries such as France.

But this method have pros and cons that we have to care about. The pros is that it's an effective method that is well representative of the success of the online strategy. But the main cons is that people don't watch the TV channel even if they follow it on Twitter for example. Some people follow it just because it provides them the information they are looking for but they will not automatically watch it.

See you on Wednesday !

The impact of immigration on California

Here is my topic of interest ! I chose the topic "The impact of immigration on California" because, during my studies in France, I had to work on the impact of immigration on French society. A study of this impact on the whole U.S was a very broad research. So, while I'm living in California, I decided to focus on this specific state. 

Two websites helped me in my research : 

• www.mexica.net (Data from 2005)
• Wikipedia (Data from 2010) 

 California immigration trends

• Number of immigrants : 9.5 million . Out of those 9.5 million, 2.4 million  are unauthorized immigrants.
• Concentration of immigrants : California represents 28% of all foreign-born U.S residents and 24% of all unauthorized immigrants. in 1990, those statistics were respectively 33% and 45%.
• Origin of immigrants : Nearly 40% of California's legal immigrants come from Mexico and Asian. 81% of the unauthorized immigrants come from Mexico and oher Latin America countries.
• Age of immigrants : Unauthorized immigrants are concentrated in the 18-39 age group (72%), with 17% below 18 and only 11% above the age of 40.

Impacts

• Economic impact :
• Effects on the overall economy that include job growth, unemployment and poverty rates, wage and price levels. 
• Effects on individuals including possible changes in job and income opportunities

The impact of immigration on California economy can be take from two different points of view. Whether immigrants "take jobs from existing residents" or whether they "take jobs that nobody else if available to fill".

• Fiscal impact : immigration has a lot of effect on public service costs and taxes paid.

• Demographic impact : Immigration makes the population of California more ethnically diverse. According to the 2010 American Census, California's population is 40.1% Non-Hispanic White, 5.8% Black or African American, 12.8% Asian, 4% American Indian, 2% Pacific Islander and 2.6% from two or more races. 37.6% of the total population are Hispanics or Latinos.

See you on Wednesday, Classmates !!

Online communities

Hi guys ! Finally, I found my two online communities...this was a tough work, find something really interesting for me ! I found my two communities on ehow website. The first one talks about Paris, and what you can visit, where you can eat, and more generally, everything you need in this beautiful city (I'm French, I can't say something else !)

The second online community is about French food. I chose this one because, I'm used to cook traditional French food and I was interested in sharing what I know about this part of French culture ! Have a great weekend ! See youn soon !

My VLOG !

Dear Classmates !

After several trials, it is finally Online !

Let's go to see it !

PS : Don't make fun of me ;-)

Twitter Followings

Twitter is a really effective tool to stay connected with all the world ! And by staying connected, we can build our brand being aware of what's happening, and maybe, what will happened !

These are some organizations I'm following on Twitter


L.A Times
Le Monde
UC Riverside
French Consulate Los Angeles
Élysée (Residence of the French President)
IDRAC (my home Business School)

Thus, thanks to these followings, I can stay in touch with what's happening in the Los Angeles area, in France and in the whole world (L.A Times, Le Monde), stay connected with elements related to my studies (UC Riverside, IDRAC) and finally, with French authorities that could help me (Élysée, French Consulate Los Angeles) !

Then, for businesses, Twitter is a wonderful tool because it allows to post short thoughts and comments : it is fast reading and understanding for people that don't have a lot of time to read long articles and respond to it. It also allows conversations with the market, and it's a new way to communication with the customers, prospects, bloggers and influential people.
Thanks to this tool, businesses can announce specials, deals or sales and, by getting the reaction of their customers, they would be able to adapt their strategy, correct their products, services,...

Classmates, see you on Wednesday !

How we do Marketing in France

This is how a French wireless company (Bouygues Telecom) tries to draw the consumer's attention. Enjoy this video, dear classmates ;)

PS : Just for you, the English version !

Steve Jobs

He was not only a brilliant man, but also a genius that changed our way of thinking and our way of using technology. The first Macintosh, launched in 1984, was revolutionary. The MacBook that we know just represents the ability of adaptation, the intelligence and the sense of the innovation of Steve Jobs.

"Steve Jobs and Apple" is a successful and beautiful story. Today, everybody has, at least, one Apple product. You can have an iPhone, an iPod, an iPad, a MacBook...but you belong to the "Apple Family" :)

R.I.P Mr Steve Jobs

How can we build our brand online ?

"If you want to grow your business online, you must first need to grow your brand"

In order to build our brand online effectively, we need to be aware about the following :

• Research our audience : to build our brand online, it is very important what is our audience so we can create strategies and communication plans that target effectively this specific audience. A lot of tools allow us to learn more about our audience such as demographic informations (gender, age, marital status, household income,...)

• Give our brand a voice : this would determine what our audience wants (and needs !) to hear and give them a message that would draw their interests.

• Balance our online media mix : to build correctly our brand online, I think it's important to use a big part of the online tools to which we have access (social networks) because, today, they're a very important and effective way of communication to launch, expose and promote products to customers ad to quantified their feedbacks.

• Build up our reputation online : first of all, we might have a clearly defined strategy to reach our audience and identify the right tools to reach and keep this audience. 

To conclude, "the more prevalent your brand becomes in the mind of our customers, the stronger our reputation will grow online".

The Importance Of Marketing Ourselves

Usually, we need to market ourselves in order to find a job. Thus, it is really important and interesting to know why and mostly how we can do it, to provide the best possible impression to our future employer.

Why is it important to market ourselves ? 

Today, with the democratization of social networks, employers that are looking for new candidates use those tools to find the right person. 

How can we market ourselves ?

For this, it is very important to use professional social networks, such as LinkedIn thanks to which we can describe our education, our past professional experiences (for example : internships...) and on which we can post our resume that would be read by potential employers.

Twitter !

Hi everyone ! I hope tha your weekend was great !

Here is the link of the Twitter account that I created exclusively for our Social Media classes  Anne Sophie Laurent  Don't hesitate to follow me !

Have a great day !