MKT328m: DIGITAL MARKETING
INDIVIDUAL ASSIGNMENT
Name: Do Dieu Linh
Student ID: HS173018
Class: MKT1702
Lecturer: Nguyen Minh Quang
I. Introduction
1. Company’s name
Apple Inc., headquartered in California, is one of the Big Four technology companies. The
company is well-known around the world for its innovative computer software,
electronics, and online services.
- Website: https://www.apple.com/
- Facebook: https://www.facebook.com/apple/
- Twitter: https://twitter.com/apple
- Instagram: https://www.instagram.com/apple/
- Youtube: https://www.youtube.com/user/Apple
2. Mission
“Bringing the best user experience to its customers through innovative hardware, software
and services.” is the mission of Apple. The company emphasizes in its mission statement
that it exists to provide the best service possible to its customers. Apple maintains that its
primary goal is to affect positive change through innovation. This mission statement gives
rise to the following components:
- Best user experience
- Improving the lives of people
- Empowerment of the public
- Top-quality products
3. Vision
Apple vision statement is “We believe that we are on the face of the earth to make great
products and that’s not changing.” This statement emphasizes the company's commitment
to providing high-quality products to its customers. This statement's components include
the following:
- Innovations
- Integration of partners and excellence
- Market specialization
4. Main products
Apple Inc. (Apple) creates, manufactures, and sells smartphones, computers, tablets,
wearables, and accessories, as well as a variety of related services. iPhone, Mac, iPad,
AirPods, Apple TV, Apple Watch, Beats products, HomePod, iPod touch, and accessories
are among the company's offerings. The company operates several platforms, including the
App Store, which allows customers to discover and download apps and digital content like
books, music, video, games, and podcasts. Apple Arcade, Apple Music, Apple News+,
Apple TV+, and Apple Fitness+ are all subscription-based services that provide digital
content. Apple also provides a number of additional services, including AppleCare,
iCloud, Apple Card, and Apple Pay. Apple sells and resells third-party products in a variety
of markets, including direct to consumers, small and medium-sized businesses, education,
enterprise, and government customers via its retail and online stores, as well as through its
direct sales force.
II. Website and social media
1. Does their social site(s) link to the website?
Social media is online communication that lets you engage with your customers. Social
media platforms like Facebook, Twitter,... attract millions of users. Apple has its own
website where it posts a lot of information to help people find information quickly and
easily. Apple's ability to reach and attract customers is enhanced by attractive, easy-to-use
website design, interesting content, and product and service descriptions. So, for Apple's
social media, all platforms are linked to the company's website.
2. How many “likes” does the organization have per site?
However, when investigating how Apple uses social media, one of the most obvious and
strange aspects is that they do not focus on social media accounts. The idea is out of this
world, especially for a global industry leader in technology. That's not to say Apple isn't
present everywhere.
● Facebook
Facebook is an American online social network service owned by Meta Platforms.
With nearly 2.9 billion active users per day, Facebook became the world's largest
social network, with roughly half of that number using Facebook every day. Aside
from that, it provides a fantastic social media experience that brands can use to
better engage their customers. It can be used for promotions as well as discussions
and conversations with your fans and followers. Several large brands have active
social media teams that constantly interact with their Facebook fans.
Apple has a dedicated Facebook page with over 13 million followers, but they have
not gone through the trouble of verifying its official page. Nobody updates the
Facebook page on a regular basis. The only changes that can notice are new cover
photos to tease and promote upcoming products. Apple hasn't released a single
video in over two years. Apple, unlike most brands, has not used Facebook for
active promotions. Its Facebook page is merely a touchpoint. This is a surprising
fact given that Facebook has become the primary marketing tool for many
businesses.
● Twitter
Apple is essentially nonexistent on Twitter as well, which is more so than on Facebook
given that Twitter doesn't really promote updates to its cover photo.
Apple still has 5.8 million
followers on the platform even
though Apple’s main official
page has not made any tweets.
Nevertheless, Apple does have
a dozen or so Twitter accounts
for its affiliates, partners, and
products. Support for Apple
included: a Twitter account
created to offer much-needed
customer service on the
platform. A small number of
pages, all of which are also
fairly active, are followed by the Apple Support page.
● Instagram
Unlike two platforms above (Facebook and Twitter), Apple is extremely active on
Instagram, about 29.3 million people follow Apple on Instagram. A very high level of
engagement is evident. Instagram is a popular social media platform for interacting with
users. Its numerous features are appropriate for engagement and promotion. Instagram is a
fantastic tool for communication thanks to its comments and conversation section. Apple
is already a popular and trendy company. Each of its Instagram posts has received
thousands of likes. There have been a lot of responses. This is a fantastic level of
participation and demonstrates Apple's prowess at generating excitement. Every article and
post is a work of commission or user-
generated content. There is not a
single piece of content that Apple
produced.
● Youtube
Apple's primary account is followed
by 16.9 million people. Apple actively
promotes with videos in this era of
video marketing. Because of this,
YouTube is a crucial platform for Apple to interact with its fans. It's a fantastic platform
for social media marketing campaigns as well.
III. Website content and on digital platforms
1. What type of content has been posted since your last visit? Is it appropriate?
Recognizing that Apple has been so active on Instagram. The "Shot on iPhone" campaign
is the only thing that is featured on Apple's Instagram. The campaign to highlight the
iPhone 6's new camera was introduced in March 2015, six months after the device's release.
Apple's #ShotOniPhone campaign aimed to demonstrate the capabilities of the iPhone.
The campaign, which initially asked all iPhone users to submit their best iPhone
photography as part of a UGC-focused "quest to create awareness around the iPhone's
stunning camera quality," has since grown into something of an online phenomenon. A
staggering 27.4 million posts using the hashtag #ShotOniPhone have been made by Apple
fans showcasing their photography work to date on Instagram. The hashtag is beneficial
for both promoting the iPhone and helping photographers get their work noticed.
The latest post is relevant to this campaign and the newest iPhone model (iPhone 14 Pro
Max). As mentioned above, by launching this campaign and emphasizing user-generated
content, Apple established a user community that collaborates. More than just taking a
photo was involved. Users felt like they were now a part of the brand and were
contributing to its success when they saw their
photos or videos posted. User-generated
content not only fosters community but also
credibility and trust. Apple managed this
campaign, but all of the content was created
by real people. People are trustworthy. Users
are more likely to interact with and trust user-
generated content (UGC) than brand-created
content, which has less influence.
IV. Conclusion
In comparison to most other brands, Apple uses social media very differently. Social media
is used for more than just customer service, marketing, and promotions. There is no
activity on its Facebook page. However, it excels at utilizing other social media platforms to
engage customers. For user engagement, the brand primarily uses Twitter, Instagram, and
YouTube. Compared to other brands, Apple's social media strategy is very distinctive. It
hasn't totally disregarded social media's potential, but it has used these platforms carefully.
V. References
- Anonymous et al. (2022) Apple Mission statement 2023: Apple Mission & Vision Analysis,
Biggest Mission Statements Collection - Mission Statement Academy. Available at:
https://mission-statement.com/apple/#Vision (Accessed: February 15, 2023).
- Apple Inc.. (2023) Wikipedia. Wikimedia Foundation. Available at:
https://en.wikipedia.org/wiki/Apple_Inc. (Accessed: February 15, 2023).
- Carter, H. (2020) #shotoniphone: A picture perfect campaign, Medium. Medium. Available
at: https://hayleycarter-39668.medium.com/shotoniphone-a-picture-perfect-campaign-
93e54b89bab0 (Accessed: February 15, 2023).
