Marketing

How Underdogs Can Win in the Service Industry … and Politics

Hiring someone in the service industry? You’re likely focused on finding a competent provider with a successful track record, and it’s unlikely you’ll make extra time to seek character references. This setup stacks the odds against an upstart who wants the opportunity, but has no history of successful deals. But new Smith School research suggests ways to win as an underdog in the service industry — and in a presidential election. Read more...

Social Media Intelligence

 Social Media Intelligence Social Media Intelligence
By Wendy W. Moe and David A. Schweidel
Cambridge University Press, 2014

About the Book

Social Media Intelligence was published in February 2014 by Cambridge University Press. Written by Dr. Wendy Moe of the University of Maryland, College Park and Dr. David Schweidel of Emory University, Social Media Intelligence addresses how “in the world of Facebook, Twitter and Yelp, water-cooler conversations with co-workers and backyard small talk with neighbors have moved from the physical world to the digital arena. In this new landscape, organizations ranging from Fortune 500 companies to government agencies to political campaigns continuously monitor online opinions in an effort to guide their actions. Are consumers satisfied with our product? How are our policies perceived? Do voters agree with our platform? Measuring online opinion is more complex than just reading a few posted reviews. Social media is replete with noise and chatter that can contaminate monitoring efforts. By knowing what shapes online opinions, organizations can better uncover the valuable insights hidden in the social media chatter and better inform strategy. This book can help anyone facing the challenge of making sense of social media data to move beyond the current practice of social media monitoring to more comprehensive use of social media intelligence” (Cambridge University Press, 2016).

The book discusses a wide range of applications with examples and case studies drawn from consumer brands, political campaigns and celebrity image management. It is rich in both the theoretical foundations and the practical applications related to social media behavior and marketing. Social Media Intelligence uses the science of opinion to better understand social media behavior, metrics and strategy” (Cambridge University Press, 2016). The book is 200 pages with an ISBN of 9781107031203.

Reviews and Endorsements

"This is the first book to combine meaningful analytical depth as well as practical forward-looking advice to the area of social media intelligence. Moe and Schweidel do a great job of blending their well-respected academic insights with cutting-edge business decisions in order to bring real clarity to a rapidly growing topic that desperately needs it."

- Peter Fader, Frances and Pei-Yuan Chia Professor, The Wharton School, University of Pennsylvania

"Gathering data about social media has become so straightforward that we’re all now flooded with information. The real challenge is in understanding that data and turning it into actionable intelligence. This is the book you need to turn the conversations you monitor into business-growing ideas."

- Andy Sernovitz, author of Word of Mouth Marketing: How Smart Companies Get People Talking

About the Authors

Wendy W. Moe, University of Maryland, College Park

Wendy W. Moe is an Associate Professor of Marketing and Director of the MS in Marketing Analytics at the Robert H. Smith School of Business, University of Maryland. She is a recognized expert in online marketing and social media and has been on the faculty at the University of Maryland since 2004. Prior to that, she was on the faculty at the University of Texas at Austin. She holds a PhD, MA and BS from the Wharton School at the University of Pennsylvania as well as an MBA from Georgetown University. In addition to her academic work, Professor Moe has consulted for numerous corporations and government agencies, helping them develop and implement state-of-the-art statistical models in the context of web analytics, social media intelligence and forecasting.

David A. Schweidel, Emory University, Atlanta

David A. Schweidel is an Associate Professor of Marketing and Co-Director of Emory Marketing Analytics Center at Emory University's Goizueta Business School. He is a recognized expert in customer analytics and social media. He has been on Emory's faculty since 2012, prior to which he was on the faculty at the University of Wisconsin-Madison. He holds a PhD and MA from the Wharton School at the University of Pennsylvania and a BA from the University of Pennsylvania. Professor Schweidel has spoken at numerous conferences and consulted for companies on the use of advanced analytics to guide customer relationship management.

Buffett Reaffirms Apple as Value Buy

As investing icons Carl Icahn, George Soros and Leon Cooperman have exited Apple and its lagging stock, Warren Buffett has reasserted a value-investor approach by upping his stake in the tech giant. SEC filings on Monday revealed Buffett’s holding company Berkshire Hathaway as of June 30 increased its Apple stake by 55 percent, or about $500 million. Smith School professor David Kass shares insights. Read more...

Lingling Zhang

Professor Zhang received her doctorate in Marketing from Harvard Business School in 2016. She is interested in studying competitive marketing strategies using empirical models including industrial organization. Her research focuses on business-to-business marketing, multi-channel marketing, and digital marketing. She has presented research at the INFORMS Marketing Science Conference and the Marketing Dynamics Conference. She teaches statistical programming in the MS Marketing Analytics program and marketing research in the undergraduate program.

World’s Biggest Advertiser Rethinks Facebook Strategy

Facebook might know more about you than Big Brother, which makes it easy for the social media giant to steer advertisers toward likely customers. But Procter & Gamble, the world’s biggest advertising spender, isn’t sure the targeted approach works for all of its household and personal care products. The owner of Crest, Gillette, Downy and other popular brands announced plans this week to move away from narrowly focused ads on Facebook and other sites. Smith School professor Wendy W. Moe shares insights. Read more...

Whether to Strike While Breakfast is Hot

Recent headlines signal breakfast has been sizzling at U.S. restaurants. But Smith School experts warn that profitably pivoting to meet the demand is not a sure thing for restaurateurs. "Like any other innovation, consumers get used to it and start to lose interest," Smith School professor Janet Wagner says. Dingman Center entrepreneur-in-residence Harry Geller shares three questions that restaurant owners should ask themselves before moving to breakfast. Read more...

Smith Grad Wins Award for Commencement Speech

A strategy firm founded by former Bill Clinton speechwriters has recognized a recent graduate from the University of Maryland's Robert H. Smith School of Business for “giving one of the best undergraduate student commencement speeches of 2016.” Rachel George, who completed dual marketing and English degrees in spring 2016, won second prize in the West Wing Writers inaugural Mortarboard Awards.

Amazon Lockers Turn Maryland Shoppers Yellow

Walls of yellow lockers have popped up at Shoppers grocery outlets around Maryland, dwarfing the Redbox machines that customers have grown used to seeing near store entrances. The lockers belong to Amazon, which is giving the option of ordering online and then picking up in store. Smith School marketing professor Jie Zhang says the strategy helps address key limitations of online retailing. Read more...

How Rio Officials Feed the Olympics Turmoil

Rio de Janeiro’s acting governor Francisco Dornelles recently warned that the Rio Summer Olympics are headed to a “big failure.” He also called his state’s health care system “calamitous” and said his government’s policy of paying workers’ salaries in installments “is a form of slave labor.” Smith School marketing professors Hank Boyd and Roland Rust suggest better ways to manage a crisis communications situation. Read more...

The Case for Giving Away Creative Content

BroadwayHD made history on June 30, 2016, with livesteaming of "She Loves Me," a musical production at Studio 54 in New York. Subscribers had access to the full show on the Internet, Roku and Apple TV. Some industry insiders worry that delivering affordable content online might shrink ticket sales or hurt the Broadway brand. But new research by Smith School professor P.K. Kannan shows that the opposite often happens. Read more...

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