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Business 12th Edition by William Pride,Robert Hughes,Jack Kapoor
Edition 12ISBN: 978-1133595854Business 12th Edition by William Pride,Robert Hughes,Jack Kapoor
Edition 12ISBN: 978-1133595854 Exercise 1
SOCIAL MEDIA EXERCISE
Creating and pricing products that satisfy customers As one of the largest railway companies in the United States, Union Pacific has been around for nearly 150 years. Recently, they used crowdsourcing to create a competition that Union Pacific held to get people to vote on the ideal route for an old steam engine to take on the "Union Pacific Great Excursion Adventure." Union Pacific split the voting into several rounds and saw fierce competition from unexpected locations. Smaller towns like Tuscola, IL, were routinely outpacing big metro markets like Chicago in each round. Sometimes the most passion can come from smaller communities for whom winning may be a bigger deal. Union Pacific recorded nearly 200,000 votes and more than 100,000 email addresses across the campaign. The company plans to repeat the campaign next year.
1. Visit the Web site. At first you probably would not think of social media as being useful for a railroad. What do you think are the most effective elements of the campaign?
2. What can other non-competing companies learn from Union Pacific's use of crowdsourcing?
Creating and pricing products that satisfy customers As one of the largest railway companies in the United States, Union Pacific has been around for nearly 150 years. Recently, they used crowdsourcing to create a competition that Union Pacific held to get people to vote on the ideal route for an old steam engine to take on the "Union Pacific Great Excursion Adventure." Union Pacific split the voting into several rounds and saw fierce competition from unexpected locations. Smaller towns like Tuscola, IL, were routinely outpacing big metro markets like Chicago in each round. Sometimes the most passion can come from smaller communities for whom winning may be a bigger deal. Union Pacific recorded nearly 200,000 votes and more than 100,000 email addresses across the campaign. The company plans to repeat the campaign next year.
1. Visit the Web site. At first you probably would not think of social media as being useful for a railroad. What do you think are the most effective elements of the campaign?
2. What can other non-competing companies learn from Union Pacific's use of crowdsourcing?
Explanation
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2.Non-competing firms could gain 70 to 8...
Business 12th Edition by William Pride,Robert Hughes,Jack Kapoor
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