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Nathaniel Naisby

Profile picture of Nathaniel Naisby

@nathaniel-naisby

active 1 year, 1 month ago
@tuk36081 HI Christine. I was reading through your work history and interest on your site. It sounds like you’re doing great in the marketing field and really passionate about returning to Temple for your MS-Digital Innovation in Marketing! I was also very impressed with your involvement with No More Kids with Cancer Foundation. Keep up the […] View
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  • Profile picture of Nathaniel Naisby

    Nathaniel Naisby wrote a new post, A Lecture by Gwen Foutz – “Can Facebook Do Anything They Want?”, on the site Nathaniel Naisby 1 year, 3 months ago

    With the rapid expansion of social media and the duration of time it takes to pass any form of legislation, its really no surprise the law is having a difficult time keeping up with technology. In a recent lecture […]

  • Profile picture of Nathaniel Naisby

    Nathaniel Naisby wrote a new post, The Importance of a Digital Audit Before Launching a Campaign, on the site Nathaniel Naisby 1 year, 3 months ago

    There are multiple aspects to creating a successful social media marketing strategy. Setting SMART Goals, tracking meaningful metrics, understanding your audience, and researching your competition just to name a […]

  • Profile picture of Nathaniel Naisby

    Nathaniel Naisby wrote a new post, Waze and McDonalds: Rerouting Users to the McRib, on the site Digital Innovation in Mobile Marketing and Communication MKTG 5606 Fall 2019 1 year, 3 months ago

    Whenever you get in your car to travel to a new location, are you sure to pack your paper map of the area? Odds are, you haven’t seen a paper map in years. Over 77% of smartphone owners regularly utilize n […]

    • Profile picture of Gregory Ebbecke
      Gregory Ebbecke replied 1 year, 3 months ago

      Really interesting solution to the problems I was speaking to on Nichole’s post. I will definitely be digging into this more when I get to the office.

      I’m curious if these individual consciously rerouted or if they just “veered” off course. I’d hedge that if a billboard pinged an impulse decision to grab a McRib, the driver likely has an idea where the nearest McDonald’s is. Which begs the question why they were navigating in the first place?

      Do you find yourself using nav even when you know the route? How does this reliance on a GPS “safety net” affect the value of opportunities like this? If you’re only passively using the nav, are the ads really resonating?

      • Profile picture of Emily Broxton
        Emily Broxton replied 1 year, 3 months ago

        Great post, Nate! This is very interesting; I like how easily measurable the KPI”s of this campaign seem to be. I think that Southern California was a great place to roll this out, because – in response to Greg’s comment above – a lot of people here navigate even when they are familiar with the route. Traffic congestion is a true epidemic here, so many people (myself included) use some type of digital navigation system in their daily commutes to avoid traffic as much as possible. Sometimes, apps like Waze or Google Maps may redirect drivers down routes that they normally wouldn’t take and are unfamiliar with, possibly putting them on a path to a nearby McRib (1).

        I wonder how this campaign activation would pan out in terms of people who use Waze for on-foot or mobile transit navigation. Because these non-automobile modes of transportation are most common in the Northeast, I would argue that New York or Philadelphia would be a good place to test something like this (2). Thanks for the thought-provoking post!

        1) https://www.latimes.com/local/california/la-me-california-commute-20150106-story.html
        2) https://themanifest.com/app-development/popularity-google-maps-trends-navigation-apps-2018

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

      A very fitting example of how mobile technology changed how content is consumed and measured. This partnership between Waze and McDonalds unlocks accessing customers that were once deemed in the “digital dark zone”. Previously brands didn’t really have a way of communicating with commuters on their drive (besides audio) until recently.

      The impressions and “navigations” they were able to measure was impressive. As these technological enhancements increase it’s noticeable that measurements capabilities do not keep up at the same speed. For example they were only sizing up how many people click on the re-route button to the nearest McDonalds. I wonder how many people simply knew where their nearest restaurant was and made their detour without clicking the button after seeing the advertisement?

      https://searchengineland.com/waze-conquers-digital-dark-zone-with-in-car-out-of-home-ad-coordination-314111

    • Profile picture of Kricket Robinson
      Kricket Robinson replied 1 year, 3 months ago

      This is very interesting! As someone who frequently uses Waze for works, I have noticed how they have incorporated the zero second ads. Even with the temptation, I have never been persuaded enough to change my route due to the route being off my path. Very similar to Emma’s comment, for people who are familiar in that area, I wonder how many people would just ignore the prompt and find their own way to the advertised restaurant. What I find even more interesting in my use of Waze is the prompt that I receive after having seen an advertisement for a local fast food chain (Burger King) asking me if I had seen the brand on the app within the last few days or so. It makes me wonder why a company would want to know that information, especially if they are paying for that type of advertisement and what they plan on doing with that information for future marketing purposes.

    • Profile picture of Ryan Walsh
      Ryan Walsh replied 1 year, 3 months ago

      This is a really interesting post, Nate. As a big fan of the McRib, I likely would have been one of the 9,000 users who re-routed, however, as a general consumer, I’m not sure how much I would have appreciated a pop-up advertisement taking up space in my navigation app. It can already be complicated when notification banners come down from the top of the iPhone screen and cover up parts of the directions when I’m trying to drive, so when it comes to the navigation, I really only would like to see where I’m trying to go.

      To you’re point in this post though, it’s super interesting to think about the amount of data that a company like Waze can get from seeing the places you go to. I’m a Google Maps user, and recently I’ve seen push notifications from the app when I get home, asking me to rate the restaurant I was at or talk about how crowded my train was, even if I didn’t use Google Maps to find my way. Not to mention, with Google Maps connected to my Google account, which I use for Chrome, YouTube, Gmail, my Google Home, and a number of other apps and devices, they basically have access to my entire life. It’s worth thinking about whether that’s a good thing or a bad thing.

      However, this is definitely an innovative and creative tactic from McDonald’s, and it will be cool to see how brands continue to develop these types of strategies going forward.

  • Profile picture of Nathaniel Naisby

    Nathaniel Naisby posted a new activity comment 1 year, 3 months ago

    Interesting post Nichole!
    I didn’t realize the starts were that high for utilizing marketing location data. 84% is a pretty high number but putting that percentage over 90% just by next year is incredible. It could be that I’ve become so accustomed to much of the advertising being posted to me that I don’t notice that its all actually using my…[Read more]

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  • Profile picture of Nathaniel Naisby

    Nathaniel Naisby posted a new activity comment 1 year, 3 months ago

    Great summary of the event, Elaina!
    I actually remember watching the event live and thought it was incredible how Red Bull was able to leverage a stunt to their brand. I actually wrote a detailed brand post on Red Bull last semester and was fascinated to learn that Red Bull basically isn’t an energy drink company, they make more money off of…[Read more]

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  • Profile picture of Nathaniel Naisby

    Nathaniel Naisby wrote a new post, Achieving Business Objectives Through LinkedIn and Twitter: The Definition of Success by Merriam-Webster and American Express, on the site Social Media Innovation MIS 5603 Fall 2019 1 year, 4 months ago

    Creating a social media strategy always starts with the same question, “which platform should we choose?”. Two of the best and more important platforms are now LinkedIn and Twitter. LinkedIn not only creates a spa […]

    • Profile picture of Jacklin Altman
      Jacklin Altman replied 1 year, 4 months ago

      Great post, Nate! Definitely something to be said about using a platform correctly (like the Merriam Webster example). Do you think they’d have as much success on a platform like Snapchat or Pinterest though?

  • Profile picture of Nathaniel Naisby

    Nathaniel Naisby wrote a new post, Being #2 Still Isn’t So Bad…The American Airlines Mobile App Experience, on the site Digital Innovation in Mobile Marketing and Communication MKTG 5606 Fall 2019 1 year, 4 months ago

    It is becoming more and more rare to see a traveler at the airport holding a paper ticket, let alone, someone actually at the airport to purchase a ticket. According to a 2013 study by Expedia.com in the Future of […]

    • Profile picture of Emma Levine
      Emma Levine replied 1 year, 4 months ago

      Bringing some diversity to the group by living in Seattle I can say I am an Alaska Airline credit card holder and can speak to their #1 in experience, ha! I also have the American Airlines app as I am a native East coaster – both companies excel at leveraging their digital apps to improve the target market experience. What I really appreciate is that while you noted the app navigation and usability is different since you’re on mobile versus on the website, nothing is compromised. I have a great and similar experience across both canvases. Both American and Alaska do a phenomenal job with their apps in supporting their target market across the customer journey. The apps features span across see, think, do, care. I just love how these apps have everything in one place as you noted. Whether its easy search and purchase of tickets or getting alerts when it’s time to check in, what gate I’m at, if there is a delay, and what carousel my bag is at to name a few.

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

      I have used the American airlines app however they were later than other airlines such as United at having the in-app ability to book flights. Previously, American’s app booking process would navigate the user to the mobile optimized website causing the experience to be very clunky and actually deterred me from using it and booking an American flight. It increased my decision to choose other airlines due to the better mobile booking experience, specifically United.. If I was looking at an American flight, I would go to the desktop site since it was an easier experience. I know they have update the app and incorporated the all in app booking process but because of my bad experience, I have not yet navigated back to using the American app. I do love the United app and use it all the time while traveling. I get text message and notifications when boarding begins, gate changes, or delays happen.

    • Profile picture of Kricket Robinson
      Kricket Robinson replied 1 year, 4 months ago

      My first flight ever was with American Airlines and it was the worst experience with them after they cancelled the flight twice, since then I have completely swore off the service, opting for Delta instead. I know most airlines have a mobile application but I didn’t know that AA was this detailed! I think that the search option and allowing people to choose a cancelled flight at the tip of their fingers is amazing! I may have to try them in the future!

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

      Nate, this was a great post! Like you, I travel a lot between work and just leisure purposes. And for me, NO ONE else compares to American Airlines. I may have had one bad trip or two, but I still keep coming back because my overall experiences have definitely have outweighed those two. But I think the mobile experience has really has the biggest influence on me. I’ve tried other airline apps such as JetBlue and Frontier and I just don’t get that same mobile experience. American Airlines gives me to the opportunity to do almost anything in the app without having to wait. Some of my smallest inconviences can be fixed via the mobile app. In New Orleans, my flight’s status kept changing and instead of having to stand in line and talk to a representative, I was able to change my flight to an earlier flight without an extra charge.

    • Profile picture of Gregory Ebbecke
      Gregory Ebbecke replied 1 year, 4 months ago

      Interesting note on the AA experience: I recently went to redeem my miles for a personal trip I’m planning in May. A year of weekly flights to Pittsburgh and back really added up!

      I became extremely well-versed in the app, but never really felt like it elevated the experience.

      In looking for reward flights, the app was delivered a death blow (in my eyes). I actually got a “door buster” offer by using the website that wasn’t available through the app or via the phone agent I called to confirm.

      The point redemption was 50% of what I was seeing in the app, so I naturally assumed it was an error. before I cashed in on some hard-to-find fine print or other limitation, I wanted to be sure of the offer I was getting.

      The phone agent confirmed the details and I booked through the website. Perhaps that’s the intent, but how do you not leverage the app to get people to take advantage of these kinds of flash sales? A mobile device seems like the perfect opportunity to both capture some impulse decision making off an unexpected alert while also conditioning people to use the app to book their travel.

      Instead, they leave this as a random easter egg for me to discover by chance?

      The app is also strangely slower at picking up on delays than their own text/email alerts. I’ll grant them some leniency being slower than the gate/monitors, but I almost missed a flight because the app was still showing a longer delay.

  • Profile picture of Nathaniel Naisby

    Nathaniel Naisby posted a new activity comment 1 year, 4 months ago

    Kat, this was an excellent analysis of major sports utilizing social media platforms to meet business objectives and increase ticket sales. It’s clear that both campaigns were a success but I think it’s easy to see that the Devil’s strategy was better received by its consumers. A 12x return in impressive for any company, especially considering…[Read more]

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  • Profile picture of Nathaniel Naisby

    Nathaniel Naisby posted a new activity comment 1 year, 4 months ago

    Great take on the travel industry and how they utilize video to spread their content! While 49,000 views doesn’t sound like quite that many, it also didn’t take into account the short period of time those views were acquired. Since the eclipse was a fleeting moment in time Jetblue had limited time to capitalize on the “no-blackout” event. And…[Read more]

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  • Profile picture of Nathaniel Naisby

    Nathaniel Naisby posted a new activity comment 1 year, 4 months ago

    Interesting post, Jerry! I like the fact that you took two different brands from the automotive industry to do your comparison. After researching Mercedes on Facebook I agree with your view of them utilizing their content as a “window”. Pictures, articles, and brief posts about their customer stories really give an insight into what it is to be…[Read more]

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  • Profile picture of Nathaniel Naisby

    Nathaniel Naisby wrote a new post, Navigating the PATCO Line and its Mobile Design, on the site Digital Innovation in Mobile Marketing and Communication MKTG 5606 Fall 2019 1 year, 5 months ago

    Web design is as much an art form as it is a technical skill. Some of the hardest choices can be what images to include on a page, font selection, background color, or even the size of the text. But just as […]

    • Profile picture of Gregory Ebbecke
      Gregory Ebbecke replied 1 year, 5 months ago

      Way to hit on the step 6 of the app development process! People need to know about the app to go look for it.

      What does that say about PATCO’s “audience”? Do you agree that they likely created the app just to have an app?

      Really thorough analysis!

    • Profile picture of Benjamin Palestino
      Benjamin Palestino replied 1 year, 5 months ago

      Nate,

      Great post and I just had this same experience with downloading the Septa application last month! I use the Broad Street Line on occasion to get to and from work sometimes when I don’t have my car, or I know I’m going to an event in center city and it would be easier just to take subway. While I was looking online for the BSL schedule, which isn’t a friendly website whatsoever, I thought there had to be an application, and after 6 years of using the BSL, I finally found it. It was almost like I struck gold and it was there the entire time!! Roaming through the application, it seems to have a similar foundation, just like Patco in the sense of it tells you what schedule you want and where and when to pick up that train. There are no reward points, discounted programs or fun graphics, but the app is meant to do one thing and one thing only, get you to your destination in the easiest fashion.

    • Profile picture of Ryan Walsh
      Ryan Walsh replied 1 year, 5 months ago

      Great read, Nate. As someone who lives in New Jersey and works in Philadelphia, I’m absolutely familiar with the complications that can come with finding an easy, quick and accessible version of the PATCO schedule, since I’m riding the train 10 times a week–at the very least. In my experience, I just didn’t feel like dealing with the tediousness of zooming in to look at a PDF with such tiny text, as the timetable on the website is. It also hadn’t even occurred to me to check and see if the PATCO timetable would be available as an app, mainly because it seems a little pointless to make an app that does so little.

      The main way that I access the schedule when I need to take a look at train times is to search Google for “Patco Schedule.” In the immediate search results, Google provides an adaptive and easy to read version of all of the arrival and departure times at whichever station you’d like to look at, as well as the direction the train is headed in. It also conveniently lists the stations by whichever is geographically closest to you. I have this search saved in my favorites on Safari because I simply find it easier than looking at the PDF or downloading an app.

    • Profile picture of Sarah Glose
      Sarah Glose replied 1 year, 5 months ago

      Nate, first off, great post! You bring up a multiple crucial points that immediately hit home for me. I was thinking of writing my own post on this because I have such strong opinions on Septa and personal examples of this challenge!

      So, I’ve been commuting to and from work and school via public transit since 2007. I’ve never had a car in my adult life and rely very heavily on mass transit and car services like Lyft and Uber. With that being said, I can confidently say that I don’t a “go-to” Setpa app that I use. On a regular basis I use a combination of multiple apps and responsive web pages in order to complete whatever commuting task is at hand. The apps/shortcuts that I currently have on my phone and use for public transit purposes are:

      1. Septa mobile app – It’s on my phone, but I rarely use it. Every time I log I have to download a new schedule, the app is not very fast and since I’m perpetually 2-3 minutes behind, I’m always running to the train or bus and need something fast and accessible, neither of which this app is.

      2. Transit App – while this is an improvement on the Septa app, the interface still feels a little convoluted. Maybe that’s because they are trying to do too much and it shows.

      3. Septa webpage shortcut – app.septa.org/nta/txt this is a link to the “next to arrive” page from septa.org. I keep this as a “shortcut app” on my phones home screen and its perfect for quickly seeing if the train I’m running to is actually on time or 12 minutes late.

      4. Google Maps – recently I’ve been taking the bus to and from work and this is simply the best method for tracking down buses, in my opinion. When I commute home, Google automatically suggests the fastest bus route and is almost always 90% accurate in determining where the bus is with a minute to minute tracker.

      All that to say, I wish Septa’s app was more cut and dry like the PATCO app. Maybe if Septa decided to have an individual app for each service that would be helpful. I don’t have an answer, but this is certainly a topic I enjoy brainstorming on!

    • Profile picture of Gretchen Hauselt
      Gretchen Hauselt replied 1 year, 5 months ago

      Nate,
      Your topic example is near and dear to me. I too am a PATCO commuter and over the years have had a challenging mobile user experience with their site. It has lots of great information, but the main reason I go to the site for is the schedule. I like that they have the schedule online, but it all comes back to downloading a pdf. I have two different use cases as a PATCO rider. In the morning, I tend to plan my travel based on the time of arrival. What time do I need to be there so I know what time to start, or what the latest train is I can take to meet my needs. For example, if I need to get into the office early, I look at the arrival times to 15/16th & Locust station, find the one that best meets my needs and then look at departure times from my local station. In the evening, arrival time is less of an issue and I just want to find out what the next few trains are so I can hurry up and get there and be on the train before the doors close. Except Wednesdays when I know I need to be home in time for class. On the Wednesdays I get pulled into something and am running late, I look at arrival times so I know the latest time I need to be out of the office to get home so I won’t be late for class, with fingers crossed there are no delays! The schedule is not interactive online and requires looking at the PDFs. To find departure I need to zoom in, line up the screen so the departure and arrival stations are in view, scroll, and then take a screenshot. I have a lot of PATCO schedule pictures on my phone. There is the Google Maps link, but unlike Ryan, I am not enamored of it. It still provides to many steps to find the best departure time to meet my arrival needs. One of the benchmarks in mobile site development is understanding user requirements and needs and assess how the site can deliver. PATCO does that by having the schedules online, easy to find and accessible, but from my user experience and needs, it could be better.

      I did not know that PATCO had an app until your post. I was excited, downloaded it and I will no longer use the mobile site but use the App. Much better to meet my schedule information needs, but I wish it was linked to my Freedom Card and could be more personalized. I did a little digging, and I think the app may not be an ‘official’ PATCO app which could be why they are not promoting it. Customer service and satisfaction does seem to be important to PATCO and I think if they had an App they would be all over it.

      My preference between responsive design mobile and App depends on what my need are for that experience. When it comes to train travel, App all the way. Amtrak has a fantastic app When I compare their app to the checklist, I think they have nailed it in the benchmarks and user journey. As their customer, they get me. I often make trips to our office in NYC and the Amtrak app is a blessing. Looking at schedules and booking my trains are easy, and it has my rewards information linked to my account. I can book online, get my QR code ticket on the app, change my ticket, check train status, get my rewards points and so much more. I never use the online site anymore and always go to the app. Perhaps someday I will love the PATCO App as much as I love Amtrak’s.

  • Profile picture of Nathaniel Naisby

    Nathaniel Naisby posted a new activity comment 1 year, 5 months ago

    Great post, Briana! I couldn’t agree more with how fantastic these e-scooter programs are!

    Unfortunately, you’re right, Philadelphia doesn’t yet have a scooter program here. However, Phillly is getting one step closer because they are creating a pilot program for Dockless E-bikes. According to a WHYY article written in April the program will be…[Read more]

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    Amy Lavin and Profile picture of Nathaniel NaisbyNathaniel Naisby are now friends 1 year, 6 months ago

  • Profile picture of Nathaniel Naisby

    Nathaniel Naisby wrote a new post, ESPN Fantasy Football & Watson – A Dream Team for Fantasy Fans, on the site Nathaniel Naisby 1 year, 6 months ago

    With the 2019 Football season fast approaching, over ten million people are preparing to draft their winning team on the ESPN Fantasy App.  This is great news for ESPN, because that means their users will be […]

  • Profile picture of Kricket Robinson

    Kricket Robinson and Profile picture of Nathaniel NaisbyNathaniel Naisby are now friends 1 year, 6 months ago

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    Katie Allegretto and Profile picture of Nathaniel NaisbyNathaniel Naisby are now friends 1 year, 6 months ago

  • Profile picture of Nathaniel Naisby

    Nathaniel Naisby wrote a new post, Project Planning: Just as Important as Project Management, on the site Nathaniel Naisby 1 year, 6 months ago

    Project Planning and Project Management are two very different but vitally important aspects of successful project implementation. It’s simply impossible to reach a fully successful result if either part is not d […]

  • Profile picture of Nathaniel Naisby

    Nathaniel Naisby wrote a new post, Imprecise Knowledge And The Ability to Get Things Done, on the site User Experience Design MIS5109 Summer 2019 1 year, 7 months ago

    Consistent design has afforded many of us the ability to use unfamiliar tools and quickly pick up new skills based on previously learned experiences. Even though our knowledge may be incomplete and sometimes […]

  • Profile picture of Nathaniel Naisby

    Nathaniel Naisby wrote a new post, Identifying the Right Problem To Solve, on the site Process Improvement and Innovation MIS5102 Summer 2019 1 year, 7 months ago

    Solving problems in large organizations can be more challenging than some people may actually think. Some people may think they solve problems every day by correcting billing errors or fixing an account number […]

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    Nathaniel Naisby wrote a new post, The Importance of Putting the Root Cause Analysis Before the Solution, on the site Process Improvement and Innovation MIS5102 Summer 2019 1 year, 8 months ago

    Each of us has undoubtedly experienced situations that have required a “work-around” to remedy a set-back or application that wasn’t performing as expected. Problems are frequent in any line of work (that […]

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