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MS-Digital Innovation in Marketing

Fox School of Business

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Christine Williams

Profile picture of Christine Williams

@christine-williams

active 12 months ago
@tuk41311 Thought I would reach out since we both have the same first name! I also find your comments in our Wednesday classes to be extremely relevant and interesting to my work. I work at a technology services firm and we help Pharma companies design and implement customer engagement initiatives. It is interesting to hear where your company […] View
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  • Profile picture of Christine Williams

    Christine Williams wrote a new post, Beer Brands Take A Stance To Win Your Loyalty, on the site Christine Williams 1 year, 1 month ago

    As brands market towards the next phase of consumers – millennials and Gen Z – they need to take a different approach. Both generations want to feel connected with brands before making a purchase.  They are “bel […]

  • Profile picture of Christine Williams

    Christine Williams wrote a new post, Content Marketing is a Marathon, Not a Sprint, on the site Christine Williams 1 year, 2 months ago

    Neil Patel’s definition of content marketing is, in my opinion, the best. He defines content marketing as “a long-term strategy that focuses on building a strong relationship with your target audience by giving t […]

  • Profile picture of Christine Williams

    Christine Williams posted a new activity comment 1 year, 2 months ago

    Really interesting post, Sarah! I can definitely relate to this journey. I have done it more times than I can count. I would be really interested to see if Barclay’s is able to track searches to the traffic in their restaurant and how much traffic they can attribute to that source. My organization isn’t a restaurant, but we have started to rethink…[Read more]

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  • Profile picture of Christine Williams

    Christine Williams wrote a new post, Comedy Central Expands Viewership With Friendsfest, on the site Social Media Innovation MIS 5603 Fall 2019 1 year, 2 months ago

    Everyone loves Friends, a show that has become a cult classic.  When the UK Comedy Central made a significant investment in the license to broadcast friends, they needed to generate more buzz around the show and […]

    • Profile picture of Kricket Robinson
      Kricket Robinson replied 1 year, 2 months ago

      Great Post! As someone who has watched several episodes of Friends, I think UK Comedy did a great job by promoting this event! For show that has been around for over 20 years to still have this much of a fanbase even in another country is amazing!

    • Profile picture of Lisa Collins
      Lisa Collins replied 1 year, 2 months ago

      I agree. UK Comedy did a great job promoting this American TV show using social media at its core. I did come across an article that stated “Friends’ enduring popularity is undoubtedly tied to a desire to return to a time and place when British life (and the world at large) wasn’t undergoing such total upheaval”
      Even as I watch reruns, I do feel that it does reminds me of a simpler time – before social media and smartphones, political turmoil. Its a time when people connected in person.

      Also, it’s very interesting to see how Friends was able to keep the original show in UK versus recreating the series for their own audience. For example, Shameless was originally a UK show that was recreated for an American audience.

      https://www.vice.com/en_us/article/vdqeqj/british-people-love-friends

  • Profile picture of Christine Williams

    Christine Williams wrote a new post, Start Using Reddit For Social Listening, on the site Christine Williams 1 year, 3 months ago

    In class, we have been talking a lot about the importance of social listening. Our conversation has focused primarily on the typical social media channels – Facebook, Instagram, Twitter, and LinkedIn. The one c […]

  • Profile picture of Christine Williams

    Christine Williams wrote a new post, Keeping Content Short & Sweet Leads to Success For Sonos and Salesforce, on the site Social Media Innovation MIS 5603 Fall 2019 1 year, 3 months ago

    We all know that short is better on Twitter. The entire platform was build around that notion. However, companies typically use longer posts on LinkedIn. The two brands I am looking at today are Sonos and […]

    • Profile picture of Emma Levine
      Emma Levine replied 1 year, 3 months ago

      I just checked out the Sonos twitter post you mentioned and can see why that campaign was a success. I permanently have my phone on silent, so subtitles are a huge win in my book. Also, I loved how they have a background graphic that grooves with the music – I can tell even without my sound on that it’s related to the song on. A 15 second video is key as we are so prone to quick scrolling, any longer and they would have lost me. It was smart of them to have launched it in October of 2017 to beat out the very competitive pre-holiday months against other audio assisted speakers.

      Interesting note on Salesforce – after scrolling their LinkedIn feed I see the short text style you speak of. Their content spans between B2B facts, employee spotlight, and conference highlights just to name a few. At Microsoft I notice our main LinkedIn page shows off how businesses are succeeding by using our products such as Azure, PowerBI, etc. We also post a lot about our internal diversity and inclusion efforts. Both in longer form/traditional LinkedIn style. I notice we are doing a lot of cross posting between twitter and Linkedin. The Twitter text is much more summarized and they video auto runs whereas on LinkedIn you need to click into it to launch.

  • Profile picture of Christine Williams

    Christine Williams posted a new activity comment 1 year, 3 months ago

    Great post, Briana! Banking is definitely an industry that has had to change with the digital revolution, and Millennials becoming banking customers. I am just like you; I rarely go to my bank. They only time I go to a physical location is when I need the ATM. I can’t remember the last time I went inside the branch. So, it’s a deal-breaker for me…[Read more]

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  • Profile picture of Christine Williams

    Christine Williams wrote a new post, Why Instagram Ads are a Danger to My Wallet, on the site Social Media Innovation MIS 5603 Fall 2019 1 year, 4 months ago

    When I think of which social platform influences my purchasing decisions the most, I immediately know it’s Instagram. It’s not only a place to check out what my friends are up to, but I also look to the pla […]

    • Profile picture of Kat Skuback
      Kat Skuback replied 1 year, 4 months ago

      Christine, I feel the same way sometimes! For instance, take the company Lo & Sons, similar to Dagne Dover, they sell women’s accessories, handbags and backpacks. Lo & Sons partners with a lot of influencers in the fashion & travel industry on Instagram. While they do collaborate with macro-influencers to create sponsored posts (which I’ve seen and viewed), they also work with micro-influencers (<100K followers) to gift products in exchange for a post mentioning @loandsons.

      Well this tactic worked because I had been hit multiple times with either a sponsored post or seeing the Lo & Sons O.M.G. bag in other influencers' pictures. I finally caved and bought the bag. It is by far my favorite work or travel bag and now I have it in the larger and smaller size. I agree with you that I don't mind this kind of content when it's relevant.

      However, I have been hit with a re-targeting ad that was not appropriate, where it just got on my nerves when it continued to follow me around. I had been doing research for buying a friend a gift for her baby shower. After I had made the purchase, I was still being targeted by ads for new mothers or baby products that did not apply to me. These can definitely turn you off as a consumer and leave you annoyed.

      How to Grow Your Business with Instagram Influencer Marketing

    • Profile picture of Crystal Pizarro
      Crystal Pizarro replied 1 year, 4 months ago

      Christine,

      Thanks for bringing up this topic! This reminds me of the Instagram page for Fashion Nova. They offer women’s— and now men’s, clothing at a discounted rate. They were one of the most searched brands next to luxury brands like Gucci, Chanel, and Louis Vuitton in 2017. You would assume that Fashion Nova is another luxury brand, but it’s quite the opposite. Fashion Nova is a “fast fashion” brand, meaning that they create fashion that is on-trend and usually mimics other luxury brands or familiar celeb looks— at a lower cost.

      Because of their popularity and seemingly positive reviews, I quickly became a customer. It wasn’t until over a month later, and I did not receive my order. When my order finally did arrive, I discovered that “fast fashion” also means poor quality. Fashion Nova has dealt with some scrutiny because of their lack of originality by stealing from small designers or producing iconic luxury brand looks that are clearly fake.

      Fashion Nova’s social media strategy made them a successful clothing brand without having an actual store. The visual appeal of their photos and models, create a desire to want to be and “look” like them. They successfully engage with their followers by using the hashtag, #FashionNova, respond to the majority of the comments in regard to sizing and shipping, and have celebrity endorsements. I haven’t purchased Fashion Nova since my first experience, but I know some of my colleagues who still do. Fashion Nova’ influence on social media trumps everything that people used to care when it came to their clothes and fashion.

      View story at Medium.com

  • Profile picture of Christine Williams

    Christine Williams and Profile picture of Rebecca ZinnRebecca Zinn are now friends 1 year, 4 months ago

  • Profile picture of Christine Williams

    Christine Williams posted a new activity comment 1 year, 4 months ago

    Great post, Kat. I am in the same boat as you. I only like to download apps that serve a recurring purpose for me – banking, fitness, social, navigation, etc. I am actually deterred from completed a single-use goal when I am asked to download the app. It makes me question if the time to download the app, sign in, and complete the task is worth i…[Read more]

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  • Profile picture of Christine Williams

    Christine Williams posted a new activity comment 1 year, 4 months ago

    Thanks for the comment Damarah! I missed the learnathon on Wednesday so glad to hear this is something you talked about in class! Thanks for sharing the article. It’s really interesting. I do appreciate that it’s not lighting up with every notification and that you can customize when you receive notifications.

    On the contrary, I am like Alyssa…[Read more]

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  • Profile picture of Christine Williams

    Christine Williams posted a new activity comment 1 year, 4 months ago

    I totally agree. We always had a no cellphone rule at dinner with my family and I appreciate it now. There is nothing worse than sitting across from someone that is on their phone!

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  • Profile picture of Christine Williams

    Christine Williams wrote a new post, When Turning Off Mobile Actually Preserves The Interaction, on the site Digital Innovation in Mobile Marketing and Communication MKTG 5606 Fall 2019 1 year, 4 months ago

    It’s hard to think about which experiences are mobile and which aren’t. Mobile has integrated into every experience in our lives. It has merged the digital and physical together. Google Maps helps navigate whi […]

    • Profile picture of Nichole Noel
      Nichole Noel replied 1 year, 4 months ago

      This reminds me of how I’ve grown to hate mobile devices at the dinner table, especially when at a restaurant. They are such a distraction and it is almost an involuntary reaction to look at them and then sometimes get sucked into a virtual conversation or task.

      • Profile picture of Christine Williams
        Christine Williams replied 1 year, 4 months ago

        I totally agree. We always had a no cellphone rule at dinner with my family and I appreciate it now. There is nothing worse than sitting across from someone that is on their phone!

    • Profile picture of Damarah Brown
      Damarah Brown replied 1 year, 4 months ago

      Hey Christine,

      We talked about the Apple Watch last night during our Learn-a-Thon. It seems that most people agree that it doesn’t seem to enhance the mobile experience. In fact, as you pointed out, it can be quite distracting. However, I have learned to ignore the notifications, especially when speaking to my manager. Nonetheless, it isn’t easy. As soon as I feel a vibration, I want to flip my wrist to see who texted me or what crazy CNN alert just popped up on my screen. Recently I went on an interview and opted to not wear my Apple Watch so I would not be distracted. Interestingly enough, I came across an article that says that the Apple Watch is the least distracting smartwatch on the market. Check it out: https://www.forbes.com/sites/sethporges/2015/04/26/the-apple-watch-gets-one-thing-very-right-its-the-first-smartwatch-thats-not-a-distraction/#6b51aec511c7

      The article was written some years ago after the first Apple Watch was launched. I’m curious to know if the other has the same perspective now.

      Another technology that seems to be distracting is the ability to text from your Mac laptop. If you have that function enabled, it can be quite distracting to see an iMessage pop up on your screen. My attention has been adverted several times while writing this response. I think it’s great that Apple has given its users the ability to access notifications from several devices, but I think that the mobile experience could be enhanced more so that users do not see notifications as a distraction but as an enhancement.

      • Profile picture of Alyssa Cole
        Alyssa Cole replied 1 year, 4 months ago

        Ooh, I specifically upgraded my OS when they added the ability to text from a computer. I love it. Much more than I love messaging on my actual device. If I’m in a group text with you, I probably have it muted.

        I will say that I wish notifications overall worked better. There are too many, most aren’t important, and you’re right, they are distracting in a lot of situations in ways that are unnecessary or detrimental. And they work perfectly psychologically precisely because so many of them are specifically NOT rewarding.

        “Variable reward schedules were introduced by psychologist B.F. Skinner in the 1930’s. In his experiments, he found that mice respond most frequently to reward-associated stimuli when the reward was administered after a varying number of responses, precluding the animal’s ability to predict when they would be rewarded.”

        Dopamine, Smartphones & You: A battle for your time

        It’s interesting to think that if the notifications were objectively better (by being less frequent and higher quality for example) the kind of addiction we feel towards our devices in moments of boredom would likely decrease precisely because the “reward” would be more consistent. Has this technology and the ways it’s changed our interactions been adopted/accepted so quickly because of these psychological mechanisms? Or because of its merit? All of our technology, social platforms, and even the internet itself (remember StumbleUpon?) are basically variable reward schedule systems. How much browsing or scrolling does it take to find something that triggers your interest? How predictable is that interval between points of interest?

      • Profile picture of Christine Williams
        Christine Williams replied 1 year, 4 months ago

        Thanks for the comment Damarah! I missed the learnathon on Wednesday so glad to hear this is something you talked about in class! Thanks for sharing the article. It’s really interesting. I do appreciate that it’s not lighting up with every notification and that you can customize when you receive notifications.

        On the contrary, I am like Alyssa and I love having my texts on my laptop. It may be one of the biggest reasons I have a Mac laptop. The only time I find it distracting is when I need to present something and forget to turn off my notifications.

        Thanks for sharing!

    • Profile picture of Lisa Collins
      Lisa Collins replied 1 year, 4 months ago

      Hey Christine,

      I’ve had similar experiences with my Apple Watch however it offers me the convenience to quickly view items and decide whether i need to interact with the notification then or if it can wait till later. With the iPhone, we tend to immerse ourselves within the notification/text/email right then and there causing even more distraction to conversations with others than the Watch. However, when I had the notifications for my work email on my watch it quickly turned into mayhem, not because I was reading but I was more annoyed and distracted by the continuous alerts.. This lead to me quickly turning off my notifications to my watch which allowed me to be more engaged in work meetings and happier moving forward. So while I agree that mobile technology can be very distracting, as users we forget how we can easily tailor our devices to interact with us in the way we want – allowing us to get back to living life.

  • Profile picture of Kellen Odom

    Kellen Odom and Profile picture of Christine WilliamsChristine Williams are now friends 1 year, 4 months ago

  • Profile picture of Katie Allegretto

    Katie Allegretto and Profile picture of Christine WilliamsChristine Williams are now friends 1 year, 5 months ago

  • Profile picture of Christine Williams

    Christine Williams wrote a new post, Navigating Change During an Acquisition, on the site Christine Williams 1 year, 5 months ago

    I have been on both sides of acquisitions – the acquiring and the acquired. When talking about navigating change, I immediately thought about the process of merging two companies. Everything is changing – c […]

  • Profile picture of Christine Williams

    Christine Williams wrote a new post, Jakob Nielson is Missing This Key Principle.., on the site Christine Williams 1 year, 5 months ago

    Jakob Nielson’s 10 principles of interaction design are crucial and helpful for designing interactions. however, he is missing a fundamental principle – emotion. We all have emotions. We are biologically p […]

  • Profile picture of Christine Williams

    Christine Williams wrote a new post, Taking an Agile Approach to Social Media Advertising, on the site Christine Williams 1 year, 5 months ago

    Agile has been a prominent topic throughout this semester. However, I struggled to understand how I could relate it to my daily role. How could I, as a marketer, use an agile approach in my job? Christine May’s p […]

  • Profile picture of Christine Williams

    Christine Williams wrote a new post, Trust The Process, on the site User Experience Design MIS5109 Summer 2019 1 year, 6 months ago

    The Design Thinking process, that is.

    If buzzword bingo were a game, Design Thinking would be your winning square. It has become an overused term within organizations everywhere. We all know it has become […]

    • Profile picture of Gretchen Hauselt
      Gretchen Hauselt replied 1 year, 6 months ago

      We don’t use design thinking in my company and I wasn’t familiar with it until class, but I have found myself using elements in my day to day as I do some problem solving in areas that are not related to design. I find the concept really interesting and have done some reading on it. One of the readings was about using the process in your personal life and I wrote my post on it. I do agree it is not really a process but a way of thinking and that aspect is how it can be carried into areas outside of design.

    • Profile picture of Danielle Williams
      Danielle Williams replied 1 year, 6 months ago

      Hey Christine! I loved your post. In my organization, I would say Design Thinking is more of an activity. As a group of video producers, motion graphic designers and designers, we sit at a table and brainstorm an idea to then bounce off one another. And this method has proved successful before, but your post has got me thinking about how different would the results be if we design thought using process and put our user first.

  • Profile picture of Christine Williams

    Christine Williams posted a new activity comment 1 year, 6 months ago

    Yes, I agree with you. Productivity can definitely suffer. It was harder for me at first, but then I invested in some headphones and I think that is now the universal sign for “don’t bother me” :).

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