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1. Running head: MABBY COMPANY 1
Mabby Company
Name:
Institution:

2. MABBY COMPANY 2
Mabby is an online company that deals with marketing of clothes and shoes. The
company is owned by a group of youngsters who uses social media to sell the products of the
company. It came up two years ago. The company came as a result of lacking the pair of
Airwalks which are brown in local shops and malls. In the same month one of the group member
came up with an idea of advertising shoes online. The members had to discuss in greater detail
about the idea before they decided to go for the idea. The following month they came up with a
domain name ‘SiteShoe.com.’ After a few months the name of the company changed to Mabby.
The name came up as result of the company deciding not to limit itself to the selling of only
shoes but also clothes. Therefore the company had to invest the additional capital for the clothes.
The company grew bit by bit until now it is one of the biggest companies around.
The primary base for Mabby is selling of the shoes through an online platform which
accounts for around 80 % of the business it conducts. As we speak currently about 100,000
varieties of the shoes for the company are sold in the stores of Mabby. Mabby sells a variety of
shoes in market places. The company officials encourages the use of social media so as to market
and expand their products. They encourage the workers to apply human face to the company and
relate well with customers so as to maintain the sellings of the company. The employees use the
following methods to advertise the products; one of the methods they use is twitter. The
employees have to optimize the twitter bio. This is done through branding the voice and the
identity of the company. This is through the availing of the bio-data which shows people what
the company is, and also they give the link of the company. They have also created a web page
that shows the kind of the shoes they sell to their customers. The employees also give the
consistent tone to the customers so that they will have a clear understanding of whom they are.
Through twitter, the workers try to find out the experts and the influencers in their target areas.

3. MABBY COMPANY 3
This has helped to communicate with them regularly. They use the twitter search in finding their
customers and the influencers through the searching of the key words which relate to their
industry. Through that, they now interact with them on a regular basis hence promoting their
shoe selling business. They make a list of those influential people and use them to communicate
about the products of Mabby Company. They keep the influential people in their private twitter
list and they always communicate with them on a daily basis.
Through twitter, the workers of Mabby usually get the people involved with them
through messaging and twitting about the products that are available. The workers also tweet
regularly so as to make the profile of the company healthy. This helps the customers not to forget
about their products. They have maintained these through the posting of the available products
daily and providing the most relevant information to the customers. The company utilizes twitter
by asking their customers for twitter love. They ask them to keep on retweeting about the
products and to mention the best tweet that they have seen. The company also usually do the
track mentioning through the brand mentions and using of the keywords for the new products.
This helps to create the soft-service that exists between the customer and the company. This also
helps the company to get the feedback from the customers concerning the products they sell to
them. The company always sets up the twitter searches that are related to their brands.
The company usually follow the hashtags through identifying the trending products
that are related to what they produce hence see on how to improve their quality. It oftenly puts its
businesses amongst the trending topics so that it is seen amongst the trending when people are
searching for trending topics. The company usually offers discount to the first hundred customers
who retweet. This is a way of promoting their active customers who are on twitter. Workers for
usually use images and videos on twitter to market the products of the company. On top of that

4. MABBY COMPANY 4
they also use the promoted tweets for their customers. They usually make sure that the promoted
tweets are not spams hence these establishes credibility to the customers. The company also
makes sure that their tweets are always integrated to other business efforts which deal with
marketing. Lastly the company usually uses twitter analytics. This has helps to get a grasp of
what is resonating and what is missing with their customers. Through the analytics they help the
customers to know the favored products of the company.
Another technique that Mabby Company uses to advertise their products is through the
use of You Tube. The company uses short videos to give a positive impact to their customers. It
uses the technique because now day’s people have an interest of watching videos hence they use
it to gain their popularity in terms of product selling. Through the online video advertising, the
following advantages are achieved;
 Most people love watching videos and also browsing through the ads. The company uses
the technique as it believes that it will be able to reach many customers.
 The Click through Rates tend to be high for the videos as compared to text and the image
ads hence it becomes an advantage to the company.
 Most of the viewers love video ads because they will help in paving way for its
customers.
 Through You Tube the company will be able to target certain demographics.
 You Tube will also help the company to reach excursions which can be slotted online in
an easier way.
Apart from the advantages named above, the company uses You Tube to serve other
purposes. It uses You Tube to promote its brand awareness. It helps to create awareness for the

5. MABBY COMPANY 5
products for sell. This helps to create bigger vision for the company also. The videos of the
company are more of entertaining hence most people watch them leading to having a lot of
customers. The company also uses You Tube for the retail promotion. This helps in the
promotion of their retail stores. It usually produce the videos which are general hence they target
the promotions which are of short term. This is done in a direct way so as to get more customers.
You Tube also helps the company in terms of their sales. It has helped the company in generating
sales for the services they offer to people. It has created short videos which clearly show the
characteristics of the products they sell. The company also uses You Tube for customer support.
It helps for the generation of the new focus which is for businesses in their support sectors. This
has helped the company to get the feedback from its customers through the method of question
and answer. It benefits from You Tube because it uses it for the product training of the new
products. This is done through meetings and conferences. This saves a lot of time for the
company (Aral, 2013. P, 13).
As a result of using You Tube the company has gained in many ways. The sales for the
company have been boosted greatly plus the conversions. Adding of product videos to their page
has greatly improved the sales. It has also increased to a percentage of 80. The company has
recorded good sales due to people watching their video. It has confirmed that among the hundred
people who watch their videos, 70% of the people buy their products hence improving the sales
of the company. The videos have also helped to bring good returns on the investment. The
company says though the videos are not easy to produce they pay big time. It goes forward to say
that the videos need not to be of good quality but what matters is the message they convey hence
the videos help to convey the message about the quality of their products. The videos help to
build the trust of the company. This is because the feedback they get from their customers is that,

6. MABBY COMPANY 6
after seeing the advert on You Tube, the customers go and buy the shoes and they have also
confirmed that what they saw exactly in the advert is what they see at the product. This has
helped to build a lot of trust for the company and also the customers. It has also helped the
company in creating the relationship which is of long term to its customers. The company says
that this has also brought more customers to buy their products. The videos help to create a good
picture for the company and good emotions to the customer. The company says that their videos
help to create more confidence to its customers hence the customers have always remained loyal
to them. Videos have also made customers to spend more time in the website of the company
hence the longer exposure has helped to build some trust towards the company. Videos have also
helped many people to view their products. This is because many people have phones hence they
can easily access the products that are being advertised on You Tube. The company says that the
rate at which their videos are being viewed is increasing hence more shoes and clothes are sold.
The videos have helped to give every explanation about their products and the company itself.
Most of the products the company has launched, it is through videos. 98% of the customers who
buy their products have already watched the videos. The customers learn about the products
through videos before they come to buy those products. The company says that the videos also
create a sense of entertainment mostly the animated videos. Videos have also helped in engaging
the buyers who are lazy. They become super easy in terms of consumption. People have become
lazy now days up to the extent some of them lack time to read the adverts that are written.
Therefore they find adverts which are in video form easy to comprehend. This has attracted more
customers to their companies as most of the advert are in video form. These videos have helped
in the capturing of the wider audience hence making more people to know a about their products.
This competitive advantage for advert videos in the company has brought more profits to the

7. MABBY COMPANY 7
company because more customers buy their products. The videos have also helped to create
social shares. This is because the social networks encourage the video content which has new
features for the products of the company. Most customers who come to the company say that
they share the branded videos mostly through You Tube.
Another technique the company uses to advertise its products is through Facebook. The
company posts pictures about the shoes and the clothes it sells because this is what their
customers are concerned with. This helps the customers to know new products that have been
introduced by the company. Customers become responsible also by asking about the products on
the page of the company. The company encourages its customers to tag and ask questions related
to their products and the services they offer to them. Tagging somebody in a post can be of great
importance to the quality of the products and the services the company offers to its customers.
The Facebook page for the company has attracted likes hence in the process the customers get to
see the products the company offers. Through that some people have made purchases through the
pages hence promoting the sales of the company. This has also helped the company to combine
the brand of the products with the sales. The company says that the page has also helped in the
understanding of the products. The page has helped the company to know who are his customers
hence improving the quality of the products of the company. The company employs the use of
qwaya which has helped in promoting the products of the company. It has helped in the
advertisement of their page hence getting more customers. It has achieved that through the
creation of the ads in the friendly interface.
Another technique that the company employs is the use of corporate blogs. The blogs help in
the addition of information. They help to post the current and available products for the
company. The blogs have helped to notify other websites to identify new product that has been

8. MABBY COMPANY 8
posted. The blogs help to drive a lot of traffic to the website of the company, they aid in the
generation of more sales, they create the additional for the advertising income, and they act as a
good tool to the service of the customer and help in the identification of unique feature of the
products in the company. Blogs help in such a way that customers can comment on any post that
is for company products. They help in the communication between the company officials and the
customer because they tend to be chatty. Increasing the traffic of the blogs in the company
promotes the sales of the company. The blogs have helped in the humanization of the business of
the company. This is because the blogs tend to be more informal as compared to other websites
hence one can be able to give comments about business in a more human face. This helps
customers to believe that there is the presence of a real person who is at the website any time and
can deal with their issues any time. It also allows one to apply his own personality into the
company business as compared to the sales site. The blogs also help the company in the
Improvement of the customer service. They have allowed the answering of questions that
customers ask. They help the company in providing the product updates to the customer and
other information that is relevant to the customer. The customers who have seen the blogs of the
company have become encouraged in buying the products of the company. The blogs help in
giving the customer the information that they need about the products of the company. This is
achievable through the archiving feature which stores information. Therefore it has made it
easier for the company to add any new information concerning its products regularly. As a result
it has helped the company to have potential customers who are reliable. The blogs have also
helped in the driving of the traffic to the sales website of the company. This has been made
successful to the company through the use of some strategic keywords for the specific sales of
pages so as to improve search engine for the main website of the company. Blogs have helped to

9. MABBY COMPANY 9
build the credibility of the company. This has happened through the posting of the most valuable
information of the company on the blog regularly. This has made the visitors and the customers
to comfortably visit the company and buy the products. The blogs have helped in promoting the
products of the company. This has happened through the selling of the company products
directly through the blogs. When the company modifies any of its products it always notifies its
customers directly through the blogs. They have helped in the generation of the extra income.
This is made possible by the company through allowing to monetize its blog hence bringing
extra revenue.
The use of social media has helped the Mabby Company to grow. The reason behind the
growing of the company is through using social media to achieve its visions. On top of that the
company has some other reasons for using social media. One of the reason is to get the valuable
insights of the customer. The social media helps to produce higher amounts of data concerning
the customers. The data shows the responses concerning the products of the company. This has
helped in the betterment of the products of the company. It has also helped in the increase of
brand awareness and the loyalty of the customers. Through these the company has found it easier
to deliver quality products to the customers due to their responses concerning the products of the
company. More connection to the customer has also helped the customers to gain the brand
loyalty for the company. Due to social media the company has found it easier for the generation
of high leads. The sales of the company have increased and also the good customer service
which is timely has been maintained. The company has used the media so as to provide
experiences which are rich to the customer. It has also helped to know what other competitors do
in their companies hence improving the quality of their products. With the monitoring of social
media the company has managed to know what other companies who sell the same products as

10. MABBY COMPANY 10
theirs do. This helps the company to be ahead as they identify their weaknesses and rectify them.
Through this the company can improve its services and the products they offer to their
customers. Social media helps to share the content in a fast way. During the past, the information
reached the customers in a slow manner as compared to now where the company can share its
brand through the social networks. Social media will make companies become competitive
because these will lead to having staffs who are qualified and at the same time these will help to
solve problems.
Lastly, the companies ought to practice the usage of social media to promote their products
and promote customer services. The companies should use You Tube, twitter accounts,
Facebook accounts and the corporate blogs to market their products in a faster and easier way.
Through the usage of social media, the companies will produce high quality products and also
improve the service of the customers. This will help to create loyalty between the customers and
the companies hence these will lead to a long term development in terms market selling and
buying.

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References
Aral, Dellarocas, and Godes, 2013. Introduction to the special issue—social media and business
transformation: a framework for research. Information Systems Research, pp.3-13.