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Xerox overall digital strategy
- 2. Xerox Currently • Currently employs almost 150,000 people • Is an American Global Corporation, sells business services and document technology products • HR Consulting • Finance and accounting outsourcing • Marketing and Communication outsourcing
- 4. Social Media • Facebook is very much underutilized by Xerox • Over 1 MILLION LIKES • Not much engagement from followers • Facebook campaign • Twitter is also underutilized by Xerox • Over 200,000 followers on a mainstream platform • Not any engagement with Tweets • Timing and amount of Tweets per day • Twitter Campaign
- 5. Social Media Continued • Currently: • Underutilized by Xerox as well • Approximately 9,000 subscribers • Postings mainly consist of current or past commercials • A video or two a week • Average views = a couple hundred • Ideally: • Work on making videos more personable • Make videos explaining some of the different things Xerox does in their industry and outsourcing also • Amount of videos posted • Suggesting: • Add an Instagram page • Add a Pinterest page
- 6. GoLA App(Powered by Xerox) • Underutilized/Under marketed gold mine!! • Transportation of LA, mapping, and transportation type • Regional Advertising in Los Angeles for the app • Connecting with Uber
- 7. Target Audience • Current: • It still seems that Xerox targets Baby Boomers, and Generation X with their advertising and posts. • Posting about Big Data • IT Leaders • Ideally: • Millennials • Some IT leaders who are still in the late Gen x or millennial times.
- 8. Why Mobile Matters • According to Google, more than half of searches are done on a Mobile device • Similar attributes from desktop website to mobile, which is good • Menu Vs. Sidebar tabs • Huffington Post(see below) says that mobile consumers are different than desktop ones, there are better brand engagements, and there are increased conversions of visitors into sales by clear concise buttons for purchasing. Source: http://www.huffingtonpost.com/ian-mills/5-reasons-you-absolutely-_b_5122485.html
- 9. Measuring Success • Social Media engagement • Sales shifting • Number of comments/shares on postings • Youtube viewership/subscribers • GoLA App number of downloads and users
- 10. What We Are Trying To Accomplish • Social Media • Follower increases on all platforms • More viewers on YouTube • More comments and shares with Facebook/Instagram • Utilizing all platforms of social media including Instagram and Pinterest • Increase advertising about the GoLA App • Make the advertising more millennial oriented • Advertise to a larger target rather than the older generations • See sales shift more toward business services
Editor's Notes
- Document-related items still remains the top seller and top driver of sales for Xerox, however enterprise found they could reduce operational costs by using Xerox. They move 1.7 milion vital documents like car agreements and such onto their intranet provided by Xerox. Business to business is currently Xerox’s game plan when it comes to the company overall and the advertising. Xerox is now receiving 60% of their profits from business services, which is not what most people think when they think of Xerox. They have slowly shifted their focus to B2B but still maintaining their grounds of document processing and printing services.
- It is alarming that there are more than 1 million likes however the most popular posting had somewhere around 600 likes, with most getting under 100. The company on this platform needs to stray away from things they post that will bore the followers. There are almost no people engaging with posts for their being over a million likes, companies with millions of likes have engagement from hundreds usually.
- The City of Los Angeles is introducing the Go LA app, powered by Xerox, a solution that integrates all the available methods of getting around the second largest metro area in the United States. The Go LA app captures all forms of transportation options and computes the fastest, cheapest, and most sustainable way to get to your destination
- Overall, it seems that Xerox does have a really good grasp on the mobile platform. They did a very good job copying the website you pull up from a computer which is essential. I do however think that Xerox could do a few things when it comes to searching from Google. Google says that more searches are now done mobile rather than desktop. I found this would be extremely important for Xerox to think about when it comes to what comes up when someone searches ‘Xerox’ into Google. It looks like the first hit to come up via mobile is an ad that would take you to Xerox’s official webpage. With how big of a company that Xerox is, this is unnecessary in my mind due to the first six or so hits are all to do with Xerox and have links directly to their website. It recently came to my attention in talking with older people above the age of 40 and in a specific article talking about dropdown/sidebar menus (in the third paragraph) that they may not be as mobile friendly as millennials are. A lot of findings are that they have no idea how to find the menu on sites like this or what that button means. When on a computer, there is no question about the menu because it is across the heading of the page. My recommendation here would be to edit those three lines and just simply have the word ‘menu’ next to it or before it just so there is undoubtedly no confusion on usability. This function on the mobile site could make or break whether someone surfs further into the site. Huffington Post says that mobile consumers are different than desktop ones, there are better brand engagements, and there are increased conversions of visitors into sales by clear concise buttons for purchasing