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MS-Digital Innovation in Marketing

Fox School of Business

Fox School of Business
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Amanda DeFelice

Profile picture of Amanda DeFelice

@amanda-defelice

Active 2 years, 8 months ago
@tua88336 Hi Sarah! I just received a very nice review from you! Harp & Crown is one of the restaurants apart of Schulson Collective and in turn one of the restaurants that I help run their digital and social medias. Thanks again! View
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  • Profile picture of Amanda DeFelice

    Amanda DeFelice wrote a new post, From Rags to Riches: Daniel Wellington, on the site Amanda DeFelice 2 years, 9 months ago

    Influencer marketing, a hot-topic term in 2019, yet so many brands miss the mark. The biggest fail that comes to mind is the unfortunate partnership between Keeping Up With The Kardashian’s, Scott Disick and […]

  • Profile picture of Amanda DeFelice

    Amanda DeFelice posted a new activity comment 2 years, 9 months ago

    This is an extremely interesting and hot-button topic, Cindy. Your analysis and questioning of geo-targeting and the accuracy of ads were well-thought-out and sparks some of my own questions. Working for a brick-and-click retailer, it’s extremely important to determine where our customers are coming from. Although it’s somewhat “easy” to determine…[Read more]

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    Amanda DeFelice posted a new activity comment 2 years, 9 months ago

    This is a wonderful read, Cindy! It’s incredible to see how quickly brands are able to react and act on events such as this. This action reminds me of an in-the-moment campaign completed by the Philadelphia Eagles marketing team after a huge play happened back in 2018. I, unfortunately, cannot remember which play or find the content since it’s…[Read more]

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  • Profile picture of Amanda DeFelice

    Amanda DeFelice wrote a new post, Budweiser Breaks Twitter, on the site Social Media Innovation MIS 5603 Fall 2019 2 years, 9 months ago

    In 2018 many brands, and especially the teams participating, geared up to participate in the World Cup. Brands such as Adidas, Coca-Cola, Nike, and Budweiser prepped for over a year in hopes of becoming the most […]

  • Profile picture of Amanda DeFelice

    Amanda DeFelice posted a new activity comment 2 years, 10 months ago

    3/3 Have you ever utilized Whole Foods Twitter account to receive customer service?

    I was unable to send in 1 big post, apologies for multiple comments!

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  • Profile picture of Amanda DeFelice

    Amanda DeFelice posted a new activity comment 2 years, 10 months ago

    2/3 I liked that you used a company that utilizes Twitter as a customer service platform. Another great example of this, believe it or not, would be Septa. After hearing the Social Media Director of Septa speak at a conference, I was enlightened to hear that it has multiple accounts for various resources such as; customer service inquiries…[Read more]

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    Amanda DeFelice posted a new activity comment 2 years, 10 months ago

    1/3 Interesting read, Matt! I would have never thought to check out one social media platform on their own let alone another. It was cool to hear that Facebook not only knows how to best handle its own platform but can also utilize best practices for another to earn Top Company.

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  • Profile picture of Amanda DeFelice

    Amanda DeFelice posted a new activity comment 2 years, 10 months ago

    Hi Greg, thanks for the comment1 I think that the largest plus of targeting mobile consumers is that platforms such as Instagram and Pinterest heavily target those in the travel, DIY, and inspiration industries. These are the consumers that primarily engage with Airbnb’s social platforms as they leave users feeling excited and intrigued by…[Read more]

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    Amanda DeFelice posted a new activity comment 2 years, 10 months ago

    Kat, this was so great to see unfolding and in-action, especially after reading the case, “Hamilton Won More Than Twitter.” The case spoke heavily on the social media presence of both Hamilton and creator, Lin-Manuel Miranda but it was enlightening to see that not only does Hamilton have an app but that you utilize it. I love how Hamilton is known…[Read more]

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  • Profile picture of Amanda DeFelice

    Amanda DeFelice wrote a new post, Experience Airbnb, on the site Digital Innovation in Mobile Marketing and Communication MKTG 5606 Fall 2019 2 years, 10 months ago

    When thinking of beautiful content being shared and consumed, Airbnb comes immediately to mind. Airbnb has mastered the idea of sharing an experience and a feeling over the selling of its services. On top of its […]

    • Profile picture of Kat Skuback
      Kat Skuback replied 2 years, 10 months ago

      While I don’t follow Airbnb, I have used them for travel both domestically and internationally. What I liked most about their Instagram content is the variety in the types of pictures they post. The photos are bright and eye-catching. My biggest pet peeve is when the photos are overly filtered, edited or always shot from the same angle. I also like how they tell stories and highlight their “hosts”. Lastly, I thought the use of their story highlights was really smart in giving users an overview of some of their offerings. Awesome job!

    • Profile picture of Greg Ebbecke
      Greg Ebbecke replied 2 years, 10 months ago

      Great post Amanda. When you think about it, Airbnb’s “service” has really always been selling experiences. Hotels sell lodging as a utility, but the personality of the listing has always been central to Airbnb’s allure.

      Kat brings up some good points about the slippery slope here when the content becomes too “produced”, but it’s obviously been very effective for them.

      I’m curious if the class shares this viewpoint. Do you see Airbnb as a direct competitor to hotels, or serving a different market need?

      Amanda, you touch on mobile being central to Airbnb’s strategy, but don’t get into specifics (the social analysis seems platform agnostic). What is it about a mobile consumer that is more/less appealing to Airbnb in terms of the opportunity to engage?

      • Profile picture of Amanda DeFelice
        Amanda DeFelice replied 2 years, 10 months ago

        Hi Greg, thanks for the comment1 I think that the largest plus of targeting mobile consumers is that platforms such as Instagram and Pinterest heavily target those in the travel, DIY, and inspiration industries. These are the consumers that primarily engage with Airbnb’s social platforms as they leave users feeling excited and intrigued by whimsical, beautiful, and tasteful experiences. In other words, Airbnb’s primary target is already talking about these topics and it is in its best interest to join in and engage with them where they are.

  • Profile picture of Amanda DeFelice

    Amanda DeFelice wrote a new post, Is Your Site Mobile-Optimized?, on the site Amanda DeFelice 2 years, 10 months ago

    Mobile marketing is something that most of us experience on a daily basis, yet it’s a form of marketing that I, myself, knew very little about until very recently. But one thing I do know is the phrase “think […]

  • Profile picture of Amanda DeFelice

    Amanda DeFelice wrote a new post, Facebook and Instagram: A Match Made in Heaven, on the site Amanda DeFelice 2 years, 10 months ago

    As promised, I’m going to extend the conversation revolving around Facebook and Instagram and how the two, when paired together, can be quite the powerhouse for brands. We’ll recap just how powerful later in this […]

  • Profile picture of Amanda DeFelice

    Amanda DeFelice wrote a new post, Food Is The Key To My Heart, on the site Social Media Innovation MIS 5603 Fall 2019 2 years, 10 months ago

    Facebook and Instagram are the two biggest names that social media has ever seen… In my opinion at least. You can have one without the other but from a business standpoint, you actually can’t (but more on that […]

    • Profile picture of Holly Nelson
      Holly Nelson replied 2 years, 10 months ago

      Hi Amanda — We recently got a Sprouts in Greensboro, NC (5 of them for the state). I was curious if there website matched with what you posted regarding their Instagram posts and was, like you, pleasantly surprised by their website. — I’m not a huge social media follower, so I tend to go to their websites. — Based on your photos, they have done a really nice job of using their content effectively, their website photography matches in with Instagram thus allowing consumer to know they are viewing the right brand and that they are following the right brand. If done effectively, cross pollination of content from a website into social, email and any other digital space keeps the brand image consistent from one channel to the next and allows the user to not have to think about the “image of the brand” and can engage in the content and enjoy the immersion into the world of the brand in whatever channel they choose to.

      After reading more about Sprout, I’ll have to check out the store, they seem fresh and different compared to my local Walmart option. I’ll also see if the store experience matches with the digital experience in regard to imagery –then we’ll know if they have taken into consideration a full omni-channel experience!

  • Profile picture of Amanda DeFelice

    Amanda DeFelice posted a new activity comment 2 years, 10 months ago

    Great examples, Jeremy! I must say that I’m surprised by the “high-end” feel that the examples images for Adidas portray. I find that very interesting for a “sneaker” company. I like how you tackled the idea of sharing platform optimized content as you stated, Facebook and Instagram serve two different purposes. One thing I’m hoping to look…[Read more]

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    Amanda DeFelice posted a new activity comment 2 years, 11 months ago

    Kat, you have so many valid points in this post that I 100% agree on. Just from reading your title I began to formulate my own idea on how social media has and can influence my decisions involving food. I too am a visual person, mainly why Instagram is my favorite social platform. Instagram is the perfect place for restaurants or those in the…[Read more]

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  • Profile picture of Amanda DeFelice

    Amanda DeFelice wrote a new post, And That's The Tea, on the site Social Media Innovation MIS 5603 Fall 2019 2 years, 11 months ago

    When I first read the prompt, I knew for sure that I’ve been influenced many times through social media. I follow many “inspirational” influencers who have done their job, by influencing me to purchase or sign on […]

    • Profile picture of Jeremy Mancini
      Jeremy Mancini replied 2 years, 11 months ago

      Great post Amanda!
      When it comes to influencers I find myself following their trends more than buying in to products that they are selling. For example, from my post for this week I speak on how seeing fitness influencers motivates me to workout, but not necessarily buy in to their products. It is not that I am apprehensive in any way towards influencers or have some distrust because they are not disclosing some information, as mentioned in our readings for this week, but I buy products that I know I want and go directly to Amazon or the physical store for them. I can not say I have been “influenced” to buy something via an influencer. However, going back to my original point, when it comes to trends or hobbies I am absolutely captured by some of the posts the influencers create, that I follow

      • Profile picture of Jacklin Altman
        Jacklin Altman replied 2 years, 11 months ago

        Great point, Jeremy! Influence doesn’t always have to be black and white (ie. A fitness pro promotes a brand of supplement which you then buy). Sometimes, they can just influence your habits (or buying habits, without you even knowing). I know for me personally, sometimes an influencer will endorse a product that will inspire me to buy something similar, though not the exact same product!

    • Profile picture of Jacklin Altman
      Jacklin Altman replied 2 years, 11 months ago

      Great post, Amanda (and love that mug, totally something I would buy). I personally love when I find an influencer online whose aesthetic/values/interests align with mine (or what I wish mine were). This is a perfect example of that!

  • Profile picture of Amanda DeFelice

    Amanda DeFelice posted a new activity comment 2 years, 11 months ago

    This is extremely interesting, Cliff. Especially the section where you wrote about push notifications in junction with PWA’s. I recently spoke with a representative from BuildFire, a SaaS platform that helps you create the app, or in this case, the PWA of your dreams. In my discussion with him, he informed me that when utilizing PWA’s, the push…[Read more]

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    Amanda DeFelice wrote a new post, Donut @ Me, on the site Digital Innovation in Mobile Marketing and Communication MKTG 5606 Fall 2019 2 years, 11 months ago

    When I first read this week’s prompt, my initial thought was that I 100% prefer responsive design over an app experience. However, as soon as I remembered Dunkin’ and my immense love of coffee, I switched my […]

    • Profile picture of Kat Skuback
      Kat Skuback replied 2 years, 11 months ago

      Amanda, love this post! I feel the same way about the Chik-fil-A app. If you’ve ever been to the one in Liberty Place at 12pm on a weekday, you’ll know the line can be wrapped around the corner of the wall next to Chik-fil-A. A friend told me about the app and I’ve never looked back. Like you, I use the app for convenience and to save time by ordering my meal ahead, to avoid standing in the long line. This way, I can pick it up at my leisure.

      I also love the rewards I get for using or paying with my app! I’ve been accumulating points and haven’t cashed them in yet. I read that the rewards system was not as intuitive before, but Chik-fil-A took this feedback and made some updates to make it easier to understand. I think the interface is very easy to read now and I like how they show you how many points you’d need to redeem for items like small/medium fries or a chicken sandwich.

      For ordering on the go, I would definitely prefer an app vs. a responsive mobile experience!

      Chick-fil-A overhauls app to respond to customer gripes

    • Profile picture of Jeremy Mancini
      Jeremy Mancini replied 2 years, 11 months ago

      Amanda, When I first read the prompt, I was nearly convinced that I prefer responsive design over App experience. It seems like we both had a similar first impression, but even after reading your post I sat here looking through my phone and visiting some common websites, and using some apps to really see what my preference was and I, for a brief moment, was still convinced that responsiveness trumps all. This may be the Apple fanboy in me, because of their heavy emphasis on fluid, responsive design. However, as I continued to search through my phone, I realized there is almost nothing that I use that is not an app, some responsive and others not so responsive. I started to think about my social media use, and I do not believe I have ever gone to the mobile site of Facebook or Instagram. I simply always used the app, and if there was a bad update or the app was crashing, I would wait for it to be fixed before going to a mobile site (even if it was a fully responsive and well-designed mobile site). I feel like this contradicted this week’s reading, in which Daniel Rowles emphasizes the importance of a mobile-optimized website before building an app; “If you don’t have a mobile-optimized website, forget about getting an app built and get your site fixed first” (Rowles, D). I understand his position on the matter, and that this would be a good focus point for someone designing an app, however from my preference and from reading your post, it looks like we are on the side of App first. As I have stated, there are some platforms that I would not even think of using had there not been an app, so it really shows that this mobile-optimized website first may not always be the case.

      Rowles, Daniel. Mobile Marketing: How Mobile Technology is Revolutionizing Marketing, Communications and Advertising (p. 103). Kogan Page. Kindle Edition.

      • Profile picture of Greg Ebbecke
        Greg Ebbecke replied 2 years, 11 months ago

        Great analysis Jeremy. Given the permissions installing an app requires, companies have a strong incentive to get you to install an app. Do you think it’s possible some might intentionally degrade their website experience in an attempt to hook you to the app?

        • Profile picture of Jeremy Mancini
          Jeremy Mancini replied 2 years, 11 months ago

          That is a very interesting point. I would not put it past some companies to do something like this. If you have any examples of this happening I would love to read about it!

          I did some searching and saw a reddit post of people complaining about this, one of the examples was Pinterest. I am going to do more searching to see if there is any others. Such a shady practice!

    • Profile picture of Elaina DeHoratius
      Elaina DeHoratius replied 2 years, 11 months ago

      Hi Amanda!

      Loved this post! Very true, that certain aspects of an app would be the determining factor about whether or not I would use it/prefer it over the responsive site. For example, in class during our breakout session, my group had a lengthy discussion about Wawa. I go there all of the time, but I didn’t use the app because in my mind, there was not really any need to “speed up” the process, since where I am, they’re already quick! And that was all I was thinking about regarding the benefits of the app.

      However, after looking into it and learning about why others in my group used it, I realized all of the “perks” I could have by using it, like you mentioned, the “Rewards and Offers” as well as the payment function. For someone who goes as often as I do, the rewards aspect is a definite draw and I realized that I had really been missing out on this benefit of the app.

      The article below talks about how when Wawa first developed/launched this app, it was challenging brands like Dunkin and Starbucks. It discusses how apps connected to loyalty programs entice the consumer to keep interacting with the brand and coming back for more.

      Although there is one comment in the article that gave me pause. It was, ““It seems like the minimum brand requirement is having an app if you are in food and beverage,” said Mike Cochrane, sales director at Atimi, Vancouver, Canada. And while this can absolutely be beneficial in certain respects, there has to be reasons behind it and brands shouldn’t just create an app to create an app, as we have read about and discussed in class! Loyalty programs for food and beverage are positive proponents of apps, but again, having an app just to have an app is not a path for success.

      https://www.retaildive.com/ex/mobilecommercedaily/wawa-challenges-dunkin-donuts-starbucks-with-in-app-mobile-payments-and-loyalty

      • Profile picture of Greg Ebbecke
        Greg Ebbecke replied 2 years, 11 months ago

        Great insight on that comment, Elaina.

        I’d think the more appropriate comment is that “it seems like the minimum brand requirement is to EXTEND THE IN-STORE EXPERIENCE if your are in food and beverage”.

        Given all the comments here for varying QSRs, the premium on time really incentivizes in-app ordering so you can combine drive-time with wait-time.

        Slightly different POV, any second thoughts on the previously disparaged Yelp app? Has anyone used the “check in/wait in line” function in the app?

        Does that feature serve a similar value proposition to the ones you all highlight for the brand apps?

        Is there value in an “aggregator” app like Yelp that allows you to order/manage waits for multiple eateries rather than having to install multiple brand?

    • Profile picture of Kricket Robinson
      Kricket Robinson replied 2 years, 11 months ago

      Love this post! I feel the same way about the Chick FIl A app! I love how they make everything so convenient and all of my information is stored right there. Although I use a lot of applications on my phone I feel like the most useful ones are the ones related to food industries because they make ordering and paying for my food ahead of time such an easy experience.

  • Profile picture of Amanda DeFelice

    Amanda DeFelice posted a new activity comment 2 years, 11 months ago

    Thanks for the comment! I also read through Jeremy’s post and can agree with a lot of the thoughts and concerns that he had.

    I think that your question on my “loyalty” to Venmo is interesting. I am certainly much more tied to the functionality versus the app/service itself. My bank has some of these features, i.e. sending money from account to…[Read more]

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    Yue Sheng and Profile picture of Amanda DeFeliceAmanda DeFelice are now friends 2 years, 11 months ago

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