As Target was launching a successful advertising campaign on Facebook, Wal-Mart also tested website marketing on Facebook again but failed to achieve much success.
Why did Wal-Mart fail? One killer mistake would be to assume social website marketing to be similar to offline traditional medium. In offline marketing, the winner is generally the one with all the loudest volume on the marketing message. In social marketing however, it is usually the better listener that enjoys the higher success.
While Target was engaging users through community forums, www.headquartersnumbers.net/www-walmartone-com-walmartone-schedule-and-online-paystub-login-page decided to restrict dialogue to “Wall Posts” and heavily moderated what was allowed. This backfired immediately as users soon notice the absence of 2-way dialogue and started a torrent of anti Wal-Mart comments. In comparison, Target made students a part of their discussion group and also to shape the dialogue around them rather than themselves.
Another big mistake that Wal-Mart made ended up being to stray from its core identity being a supermarket that provide deep discounts. Wal-Mart made an effort to engage users by giving fashion and style advice which didn’t jive well with Facebook users. Instead of focusing on their core value proposition of deep discount through offering good discount of back-to-school supplies and thinking of ways to disarm critics they choose to do otherwise.
Wal-Mart has long been a lightening rod because of the corporate reputation and labor practices. They ought to know that the moment they go social, negative comments and criticism could be part and parcel of the campaign that they will need to manage. But instead of going open and engage users, they attempted to restrict dialogue and focused on a 1-way communication plan.
The various in tactics ended in totally different outcomes. Wal-Mart received at least 2,000 members who participated in their roommate quiz and other activities. Target on the opposite side had attracted over 7,176 members who post a lot more than 410 photos and 483 posts. Target also hosted a total of 37 discussion groups over their entire campaign period.
Owyang, an analyst at Forrester explained that the issue had concerning strategy. “Wal-Mart’s strategy is apparently much more of an interactive Website design, which is evident as it isn’t using the discussion forum. Target is involving students to shape and be area of the group.”
Adopting a Website design in a social environment is like driving a nail using your own leg. Limiting conversation in a social environment and positioning themselves as something these were not meant to be killed Wal-Mart social website marketing campaign as soon as it had been conceived.
Wal-Mart’s history is like a curriculum vitae for the corporate founder Sam Walton. He started his discount store in 1950 called Walton’s Five and Dime. Walton had earlier operated a Ben Franklin store in Newport – Arkansas. He franchised it from 1944 to 1950 and after that relocated in 1950 to Bentonville in Arkansas. He continued his association with Ben Franklin but renamed the shop to Walton’s Five and Dime.
Walton owned a little network of Walton’s Five and Dime stores from the late 1950s. He had found that successful discount retailing meant passing the savings to the customers in addition to getting the best owezfv from suppliers. This method of Walton was in plain contrast with his competition even though higher sales in Walton’s stores were evidence which he had discovered a model that would encourage greater profits for his company.
Sam Walton owned 11 stores by 1962. He along with his wife Helen took an enormous ga-mble and reinvested everything right into a new store at Rogers in Arkansas. This had become the first branded store of walmart1. This idea ended in immediate success resulting in an amazing expansion of the brand and 24 stores by 1967. Sam Walton incorporated the shops as Wal-Mart Stores Inc in 1967. In 1972, the business got placed in the brand new York Stock Exchange. This provided a cash injection and allowed the company to 125 stores by 1975 then to 276 stores by 1980.