Twitter Proved Me Wrong

I was highly skeptical of Twitter when it was first introduced, thinking that it deserved no more merit than Facebook’s newfeed with few noticeable advantages other than its instantaneous updates and notifications. Other social websites already had this feature, however, with users linking their accounts to their phones in order to receive automatic updates. Therefore, I didn’t really understand what it was that Twitter could possibly offer that wasn’t already being done. Other than connecting and forming networks with others, I never deemed any of these social sites to be of any value from a practical standpoint. This was until I spoke with a friend of mine, Andrea, whose enthusiasm for the growing hype of social media helped me recognize the wealth of benefits these tools actually offer by considering how they’re being utilized in the business environment.

Andrea’s fascination for social media had led her to help found the UT Social Media organization on campus. After initially speaking with her about the club, I accepted her invitation to attend one of her meetings where they presented and discussed the various ways in which social media is becoming more prevalent in our society. From what I interpreted, social accounts like Facebook and Twitter have been successful because of how technology and socially-oriented our society has become. As such, businesses can take advantage of this culture by utilizing these tools to engage directly with and integrate their brand into the customers’ social lives (which seems to be a big part of their lives in this era). And in a world where people prefer texting and email over calling, companies would be smart to tap into that arena as soon as possible in order to establish a better line of communication with their clients.

By connecting with their customers on a more personal level, businesses can gain more truthful insights and increase the level of involvement with which the customer feels towards the company. Having brushed up on the issue, I’ve come to realize that Twitter illustrates this point very well. Although I don’t have a Twitter account of my own, I have visited a few of my friends' accounts as well as those of various businesses. As my friends and I are in the process of planning our post-graduation vacation and scoping out all deals that we can find, we actually stumbled onto JetBlue's Twitter account and started following them indirectly (without creating our own account). Whether it be sending out greeting messages to increase popularity or informing “followers” about current promotions, JetBlue is easily able to reach out to their customers through a more accessible outlet and in way that’s doesn’t seem forced (i.e. traditional advertisements). Sure their page has a handful of advertisement-like promotions that could potentially turn away followers, but it functions more like a Q&A and advice line that acknowledges and encourages comments from everyone.

When JetBlue “tweets”, they do it in such a casual manner that it essentially seems as though they're chatting with their “buddies”. This, again, makes customers feel more personally connected to the business and free to disclose their thoughts and attitudes on particular issues. For instance, when a customer tweeted about his negative experience with JetBlue, the company instantly responded with an apology and made up for it with a complimentary flight voucher. JetBlue openly encourages people to "pour [their] hearts out" and follows up on every individual comment, even if it's just to acknowledge customers who share their positive experiences. If this isn't the prime example of an open door policy, then I don't know what is! As I read through the recent tweets that JetBlue has sent out, I am fascinated at how much the company invests in to personalize each tweet and response. Tweets like these are common on the company's page: "We are excited to have you onboard Ted! Sit back, relax, and enjoy the ride :)". It is essentially as if the company is engaging in a line of dialogue with its friends. The level of personalization is astounding.

The greatest advantage that I see for businesses utilizing Twitter is the ability to spread information quickly, given the viral nature of Twitter’s audience. Once something interesting is tweeted, it can keep being re-tweeted within and between networks; companies can easily reach out to those outside their current network and tap into new demographics just by appeasing their loyal followers. When Starbucks Tweeted the message, "Idea coming soon: Mocha Coconut Frappuccino"., it was instantly retweeted by customers and others within the network until the word spread to almost everyone. For someone who doesn't indulge in Starbucks but once a month, I was surprised to have even gotten news of this new drink. By Tweeting this, Starbucks was not only trying to tap into people's cravings but also throwing out the idea in order to get comments and critiques. The process of gaining insight is greatly improved through the viral nature of "retweets" because companies like Starbucks are able to elicit responses from a variety of demographics.

Competitors are Better Because Wal-Mart Exists. Heck, Life is Better Because Wal-Mart Exists.

I think Walmart has done a great job of utilizing their data in the right way as it enables them to meet the demand of customers almost instantly. By tracking down the products and the amounts sold during a specific time, day of week, and period of the year, they can almost predict what customers will need and stock the shelves with items accordingly. Hurricane season approaching? No worries, Walmart's already got the shelves lined with nonperishables. Even before summer arrives, the stores are already rolling out beach, bbq, and other outdoor essentials ready to be purchased. Noting the frequency of shoppers at certain points in time also helps them better manage the work schedule by scheduling more employees in necessary locations and during the most crucial times. As the article mentions, the data that Walmart is capturing on product movement helps to improve every point in the supply chain. By tracking the purchases, Walmart is able to communicate effectively and in a timely manner with its suppliers about what products need to be replenished. The data enables Walmart to establish more accurate goals for its suppliers that are in line with customer demand so that suppliers understand exactly what they need to achieve. All of this translates to the customers being able to purchase what we need when we need it. With every trip to Walmart, I am always able to leave with what I came to get. They've got supply and demand all figured out.

Most people regard Walmart as the one-stop shop, which lessens the burden of having to visit multiple locations to obtain everything on our shopping list. Most of us (speaking from a college student's standpoint) would prefer to skip the extra trip to HEB and tackle our grocery shopping while we're out on a toilet paper run. With added features like the gas pump, garden center, carwash station, and tire center, Walmart continues to expand its offerings, thereby making it possible for us to complete our errands in one trip. Yet, while we all appreciate Walmart for it, we often tend to overlook the effort that it actually takes to be able to meet our growing and changing demands on an ongoing basis. Out of all the years I’ve been shopping at Walmart, I’ve had but a handful of unpleasant experiences concerning out-of-stock items and unbearably long checkout lines. Otherwise, I feel that they are consistently well-stocked and offer a good variety for each product, which means their relationship with the supplier is fairly efficient.

I’m personally not bothered by the privacy issues associated with the data collection because I trust that they are not amanipulating the information and using it in unauthorized ways. This is a tough issue to deal with and one that is prevalent in many industries since our personal information can be stored and permanently saved in databases anytime we enter it into a computer—for instance, when we make an online purchase. And with the major advancements in our current field of technology, there’s essentially no limit on how and how much information can be collected and manipulated. As a low-price marketer, however, Walmart should have little incentive to spend the time and effort in gathering personal information about each of its shoppers. I can imagine how tedious this task would be and see little benefit that it would serve for Walmart in the meantime. Rather, it would be more beneficial for the company to focus on gathering data on the products itself in terms of the movements, complementary products often sold in conjunction, and the periods in which they are in the greatest/least demand. A database of this type of information would enable the superstore to understand and predict purchasing behavior and, accordingly, stock its shelves to meet demands at any given time. For instance, by tracking the type of items typically sold during "vacation season", Walmart can prepare to supply these products ahead of time and even offer complementary items as a reminder to consumers during the months leading up to that season. Stated in this way makes the data collection almost harmless and even advantageous to the consumer. As the article states, low-price marketers care more about “collectively what goes into the shopping cart” of the purchaser rather than the individual purchasers themselves. 

I should also expect and hope that the information that Walmart has gathered about its customers is not being abused or sold to other companies for a profit motive. The article mentions that Walmart announced it would no longer share its data with other companies, which provides some reassurance; however, this expectation would be better supported if the company also takes active measures and has in place effective safeguards to protect their data. Again, I don't have concerns with Walmart any more than I do with other places at which I regularly shop. I realize that everytime I make a purchase with a credit card or fill out any sort of questionaire, my data is being entered into a database that's used by the company for some purpose. If there were ever a question about it, I would simply withhold information or pay with cash!

Although I’m a proponent of scan-based technology, I can see that it can potentially unload a huge burden on suppliers, whose profits will likely take a hit. Since they would have a play a larger role in ensuring that their products are sold, suppliers will have to start worrying about placement and promotions of their products to induce higher purchases. This calls for greater investment by each individual supplier, who may even have to start investing in the same types of technology that retailers are using to track product movement and predict demand. This type of arrangement is certainly more efficient for Walmart and beneficial to consumers who will end up saving a few extra cents, but it definitely puts the burden on suppliers. And with the bargaining power that Walmart has, suppliers will have no choice but to acquiesce. So the problem now turns into one dealing with the excessive and almost exploitive powers of the superstore. I wonder how this type of arrangement will affect the client-supplier relationship in the end...

The Nintendo Wii Experience

Having grown up with my brother, I’ve been introduced to practically all the game consoles that have ever existed. From the original Nintendo and Playstation consoles all the way up to the more modern Xbox 360 and GameCube consoles, I’ve experienced them all. With the advancement of technology, gaming industries continue to upgrade their systems and experiment with features such as size and capability, as evident with the Game Boy and Nintendo DS; but it doesn’t stop there. Each year, this market continues to awe us by pushing the boundaries of innovation and creativity. It is an industry that clearly understands what its consumers want and need, and it is able to address these factors through constant experimentation and improvement. By far, the most impressive and innovative gaming console to have been introduced is the Nintendo Wii, which is the topic I would like to address in my research paper.

It is without a doubt that the gaming industry is mainly geared towards the younger, male population. Most of my girl friends hardly ever play video games and only a handful of them actually own a game console. It’s not difficult to see that the concept of video gaming doesn’t appeal to this population as much as it does to their counterparts. However, I’ve noticed that females have been especially receptive to the Nintendo Wii and many have even purchased their own console. Another interesting find was during my office visit of a potential employer when saw the placement of a Nintendo Wii in the break room, which suggests that this console is also popular among the older and working population. Instantly, the questions popped into my head:

• What exactly about this invention makes it so different as to break through the standard?
• What features are the most appealing to consumers—the innovation, the interactiveness, the hands-on technology, the promotion of fitness, the collection of games?
• What does the Wii represent to consumers?    
• Does it represent different things to different people?
• Is it less popular among the younger, male population than for other populations? 
• How does the standard gaming population view this innovation?
• Is it still considered a video game console or does it belong in a market of its own?
• What unique experience does it provide to consumers? Basically, what is the Nintendo Wii experience?

I want to explore the total customer experience for the Nintendo Wii, from the idea of the Wii-mote to the games specifically tailored for the console. There must be something about this console that makes it special enough to tap into populations that are usually not targeted in this industry. I feel that this concept is especially interesting because it has been able to attract such a diverse group of people.

I also wonder—if this should happen to be just a short-term phenomenon--how long this frenzy is going to last. Concerns with childhood obesity and lack of fitness education are prominent in our modern-day society, which paves the way for innovations such as the Wii to thrive. But will America be concerned with these problems forever? Moreover, with the recent introductions of the Xbox Kinect and Sony Move—consoles centered on the same concept—the Wii could be facing huge threats. Considering these competitors is an invitation for further questions: could the introduction of too many similar consoles ruin the appeal for the Wii; was the Wii’s appeal solely attributed to being the first of its kind; what efforts can Nintendo make to protect its product and maintain its popularity? In order to answer these questions, I need to delve deeper and explore what the real appeal is behind the Wii.

This topic came to mind as I was reading an article on integrating technology with health. I am a big proponent of fitness and am really interested in learning about the role new innovations can play in improving people’s health. I think it’s a great idea to utilize the available technology to improve upon various aspects of society, especially with health being at the forefront our nation’s concerns. The Wii has stood out to me as one of the most creative ways to integrate fitness into a form of entertainment. Moreover, it also serves as an inspiration for people to lead healthier and more active lifestyles. Building upon this aspect, I would like to also explore what the future is for the Nintendo Wii. What other opportunities are available for this type of technology? How can we use this concept to address other problems? How can we move forward with this innovation? In a paper entitled Evaluating the Potential of the Nintendo Wii to Support Disabled Students in Education, research was conducted to determine the potential of the Wii to support learners with disabilities. Since the Nintendo Wii provides a more intuitive and realistic means of control and interaction, researchers found that it has large potential in an educational context, for instance, in the development of collaboration, communication and coordination. In another study, research found that the Wii has the ability to alleviate elderly depression as patients in hospitals and elder-care facilities use the console to "exergame". As stated in the Article, "many saw a significant improvement in their mental health-related quality of life and increased cognitive stimulation". With these findings, I'm ever more interested to see what other areas and context the use of video games will extend to.

 

One potential problem I can foresee involves finding a target population and persona. Since the Wii is so popular among a range of different age groups and personas, it would be difficult to focus on any specific  one. Keeping the topic generalized to the entire population, however, would be too broad for the scope of this assignment. To simplify the research analysis, I am considering focusing on my own age group, as I have many friends who can serve as potential subjects in my research. As I conduct my initial research, I'm already finding myself caught up with future technologies and advancements in the new generation of gaming consoles. I do want to explore the future possibilities in this area, but I would like to focus more on the opportunities and experiences presently afforded by the console and thoroughly define "The Nintendo Wii experience". Hopefully, continued research will yield more insight on this matter.

The Green Movement: What's Lacking?

I’ve always considered myself a proponent of the green movement and one who is fairly sensitive of the earth’s condition. I understand the numerous benefits associated with organic living including the fact that organic products are free of chemicals that are harmful to our bodies and that recycling cuts down on landfill waste. Moreover, I’m extremely concerned by the facts and findings that surface each day about the earth’s deterioration. A report conducted by the World Wildlife Fund states that humanity’s ecological footprint exceeds the Earth’s output by 25 percent, which means that we’ve been using more resources than the Earth can create for nearly two decades now. I’m sad to admit, however, that I am far from being the prime example of a true environmentalist. Sure, I recycle—when the bin is within my intended path. I ride my bike and take the bus—when I’m travelling short distances.  And I purchase organic items—when they’re on sale. Needless to say, my green initiatives are contingent on the basis of convenience.

This issue has been in my mind for a long time and I've always hesitated to tackle it head on. There’s a part of me who wants to become the ultimate tree-hugger who tailors her every habit to promote a greener society. I certainly do care about the world and I’m conscious of the things that I do to affect the environment around me. However, there is another part of me who is too overwhelmed by issue of global warming and hung up with the “drop in the bucket” phenomenon that I am unmotivated from changing my habits and choose, instead, to remain in the same state. I want to learn how to lead a green lifestyle, but it comes with so many factors—from transportation and food choice to purchasing habits and managing waste—that it often overwhelms me. I feel that if I can’t do all of these things, then any other small contribution is practically worthless. It’s also difficult to expend additional effort, money, and time to commit a green deed when there’s no apparent consequence that follows. The green movement requires the involvement of a great portion of the population in order to have any effective and lasting impact on the environment. One person’s efforts are practically futile if the society around her remains stagnant. I often find myself wondering why I should spend more money on green products when my neighbors are spending significantly less on the same conventional products.  I recently read in an article that organic produce and other foods can cost as much as 42 percent more than traditionally produced foods, and that organic cleaning products and beauty supplies can cost double their non-organic counterparts. As a college student who is still struggling to pay off her loans, I certainly cannot afford to pay these premiums for products that barely yield visible benefits.

So that is my take on the green movement and my selfish reasons for my own inactions. What I am now curious about are the stories of others within the same environment. I'm interested to know the reasons why other people do and don't choose to participate in the green movement. As it deals with purchasing behavior, I can imagine that many families continue to buy traditional products simply because they can't afford green ones. Still, I wonder whether these same people would change their habits if they were to experience a salary increase or had more disposable income. What this comes down to is whether this is really an issue of resource scarcity (lack of money and time) or if it can be attributed to mere laziness and carelessness. Therefore, I would like to take this opportunity to finally delve into this topic and thoroughly explore the following questions:

• If environmental sustainability is such a big concern in this day and age, why aren't more people participating in the green movement?
• How many people show concern for the condition of the earth?
• Does this correlate with the amount of effort that they are willing to expend in order to promote a green environment?
• What do people know and don't know about the condition of the environment?
• What are the most common green practices? Are these the ones that require the least amount of effort or are the most effective?
• What motivates people to practice green living? What practices would be more effective?
• How can we increase the motivation for others to practice green living?
• What are the drawbacks of going green? Why are people unmotivated to go green?

The potential problems I can expect to face with this topic include selecting a target persona, narrowing down the scope of such a broad category, and getting caught up in the specifics of each of the areas (initiatives, motives, sciences of green practices, problems, cost, opinions, etc.). Since the topic has already been discussed by many, I'm also afraid of running into problems of trying to find a new twist on it. I would hate to turn this assignment into a simple research paper on global warming and am striving to incorporate customer insight-related elements into the product. The main issues I would like to address are the motivations and reasoning behind people's actions--or lack thereof, rather. As someone who is also guilty of falling behind in the green movement, I'm interested in exploring the "why's" of the situation. I feel that this issue is fit for this assignment because as inhabitants of the earth and members of society, we are all essentially consumers of the resources around us. Knowing that the earth's destruction will negatively impact our standard of living, why aren't we, then, more willing to contribute to its sustainability? Environmental management and sustainability should be at the forefront of our concerns if the goal is to enhance our lives (our "customer experience"). These are the types of questions I intend to address; ideally, uncovering the true roots of the issue will help me to discover the most effective solutions.

I ran into a lot of issues during my initial research. I stumbled upon numerous websites and articles relating to green initiatives and general issues that people face when trying to go green, but I couldn't find anything more in-depth on the issue. Perhaps I'm looking in the wrong places. In any case, I was afraid of being limited by the available studies so I ended up dropping the idea and decided on another topic. If I happen to come across any more research on this issue, I will certainly give it a second thought. Until then, it's going to have to remain open-ended.

Travelling internationally with Asiana Airlines

The airline industry has transformed significantly over the years in terms of amenities offered during international flights. I can’t quite recall my first experience travelling internationally as I was merely a child; plagued with an unfortunate case of motion sickness, I was unable to enjoy the flight and had prayed for a quick landing instead. Fourteen years later and equipped with a better sense of appreciation for the services, however, I can say with utmost certainty that my experience this time around will never be forgotten.

Since I had a good month off for the winter break, my parents thought it would be a good idea to send my sister and I to Vietnam to revisit our relatives with whom we have not connected in over a decade. My sister recently graduated and I had only a semester left of school, so we decided to seize this opportunity to “vacation” before we begin our full-time careers. Again I practically had no recollection of our prior international trip, so I had no idea what was in store for me. My expectations were bounded solely by what I’ve experienced from a few domestic flights in recent years—a simple snack and drink, middle-aged airline attendants with less-than-pleasant attitudes, and free radio services for those who wish to purchase a set of headphones at an inflated price. As such, I had considered travelling a nightmare and was definitely dreading the 13-hour flight ahead of me. To my surprise, however, my experience was far more pleasant than I could have ever imagined.

The first thing that I noticed when I stepped onto the plane was the group of young ladies who greeted and helped me to my seat. Adorned in makeup and no older than 27 years old at most, these airline attendants were the most beautiful women I had ever seen, and their warm and cheerful attitudes certainly made the flight more bearable. I never hesitated to ask for an extra blanket, more snacks, or even for them to repeat the captain’s announcements. I waved when they walked by and gladly switched to water when they were out of orange juice. They even had my full attention during demonstration of safety procedures, a task that many attendants have difficulty accomplishing. The appeal of these airline attendants made me want to stay on the plane.  

The next things that stood out to me were the personal television sets on the back of each seat. Equipped with its very own remote, each TV set gave the passenger instant access to a wealth of entertainment. From over 50 channels of music and video games to the most recent blockbuster hits and hottest shows on television, the supply was enough to keep me preoccupied for the whole winter break. Therefore, it was more than sufficient for the duration of the flight. I was able to watch a few blockbuster hits for which I, as a college student on a budget and tight schedule, had neither the money nor time otherwise. I slept to some of my favorite classical pieces and even caught up on current events around the world through the on-demand news channels. I endured 13 hours on a plane as if I were in the comfort of my own living room. That’s how magical these TV sets were.  

The last amenity worthy of mentioning was, without a doubt, the delicious food. Now of course, when I say delicious, I mean it in relation to foods that I have been served on other flights on which I’ve been. Sure you can’t really compare a bag of peanuts to a full meal, but never would I have imagined receiving a meal of such high quality on a flight. The airline served a total of two meals and 2 snacks that ranged from authentic Korean cuisine to classic American favorites; we were usually given the option of choosing from the two alternatives. Our meals were complete with drinks, appetizers, entrées, and desserts, all of which never failed to satisfy our taste buds.

When I first stepped onto the plane, I expected nothing more than a comfortable seat, an adequate selection of radio stations, and a supply of moderately edible snacks. What I ended up getting, however, was so much more. I now look forward to travelling internationally.

Persona for Huong Le

Huong Le is finishing up her degree at the University of Texas at Austin before starting her career in October. She's a multi-tasker with a Type A personality who thrives on a sense of competition. At this point in her life, what really counts for her are maintaining relationships with those most important in her life and obtaining financial stability through whatever means possible. As such, she has accepted a job at a public accounting firm as her post-graduate career although she eventually plans on being a teacher. Another aspiration of hers is to be able to explore the world. Her major preoccupations include going to school and working part-time, being an officer in the Vietnamese Students Association, and spending time with her friends. 

In her current environment, she is constantly surrounded by friends because she shares an apartment with three other classmates. Aside from the six hours of class and weekly meetings that she attends, Huong spends more time at work and at home than she does on campus. However, there are certain weeks when this situation is reversed. When the organization in which she is involved coordinates an event, you can expect to see her on campus from morning to night everyday. She has a bit of a commute back and forth from work everyday and tends to treat herself out to lunch at a nearby restaurant every now and then. The steady paycheck provides her with that luxury. Otherwise, she prefers to save money by stocking up her pantry with groceries and packing her lunch. 

Huong has a very special group of friends whom she has met throughout her college career and have continued to keep in touch with even after many have graduated. Having been a part of many different organizations, she has met and remained friends with a range of different people. Her closest friends, however, are those with whom she grew up and went to grade school, and she intends to stay in touch with them for the rest of her life.

Huong may come off as a pretty confident person in public. Being an officer in one of the largest student organizations on campus and having taken on numerous jobs has taught her how to remain professional and outgoing. However, she still has many concerns that she keeps hidden. She is socially-conscious and has a timid tendency in unfamiliar settings. She is extremely social to those close to her but will prefer to keep to herself around strangers. Her attire comes straight from the closet of a typical college student on a budget. On a regular basis, she sports a t-shirt and comfortable jeans paired with either tennis shoes or flip-flops. For work, she will slightly dress up by throwing on a more appropriate blouse and wear flats. It is when she goes out for the night that she will throw on her nicest clothes and pair of heels. 

Huong's friends generally consider her as a determined student with an apparent type A personality. She is always considered the most likely to succeed out of the circle of friends. Her measures of success include how many items she crosses off her to-do list in a given day and how productive her week was. Her bosses typically peg her as a hard worker who is loyal and trustworthy. She always seems to get her work done in the most efficient manner and doesn't like to waste time. Procrastination is never an option for Huong. 

Huong's list of fears include a sense of failure and embarrassment. This follows closely with her obstacles of  discovering the confidence in herself and being able to step outside of her comfort zone every once in a while. She considers the worst feeling as being a disappointment to others and letting down those who have depended on her. She is easily irritated with slackers and those who put in less effort than they are capable. She doesn't appreciate working with people who have a sense of carelessness, although sometimes, she wishes she were that person. Huong worries too much and is often fixated on the useless details that don't really matter in the grand scheme of things. She realizes that she still has a lot to grow. Therefore, she hopes to continually learn about herself and grow out of her negative habits. She wants to learn to be independent of others and be comfortable with herself in every aspect.  

Hi

Wow, my first post.