Twitter is thinking of removing its "Like" button. Good idea or bad?

Last week Twitter surprised investors by announcing strong 3Q earnings.  Revenue is up 29% versus last year.  But there was some unwelcome news as well.  It was the second quarter in a row that the company missed active user estimates, and monthly active users are down 1% versus year ago. (Castillo, 2018)

So it's not surprising that CEO Jack Dorsey is looking for a way to increase active monthly users.  What is a surprise is that the way he is considering doing it is by removing the like button.  The idea, which is meant to "improve debate," comes at a time when the company has been heavily criticized for abusive behavior by some posters and the spread of fake news. (Snider, 2018)

And it's the polar opposite of the approach many news sites have taken of eliminating comments altogether to limit trolling.

So what do you think?  Do you use the "like" button when you engage with content on social media?  Do you make comments?  Would you comment more if there was no "like" button?  Would it affect your participation in the site?  What do you think other people will do, and why?

Castillo, M. (2018, October 25)  Twitter stock soars after strong earnings beat.  cnbc.com.  Retrieved October 30, 2018, from

https://www.cnbc.com/2018/10/25/twitter-q3-2018-earnings.html

Snider, M. (2018, October 29) Twitter looking to remove "Like' button as a away to improve debate on social network.  usatoday.com.  Retrieved October 30, 2018, from

https://www.usatoday.com/story/tech/talkingtech/2018/10/29/twitter-like-button-removal-ceo-jack-dorsey/1806271002/

What's the secret to getting Millennials to recycle?

Given that Millennials have indicated a strong desire to support sustainable brands that are environmentally correct, it is interesting to note that while they "talk the talk," they do not "walk the walk."  In fact, the older you are the more you care about the environment and the more willing you are to back your feelings up with appropriate action.

Specifically, according to a Harris Poll of 2,000 U.S. adults, here's the percentage of people who regularly recycle in each age range:

·         65+: 54%

·         35 - 44: 43%

·         18 - 34: 33%

Clearly there's room for improvement across the board. (Leblanc, 2016)

Mary C. Long, a columnist from mediapost.com has a few suggestions.  She believes terms like "green" and "eco-friendly" conjure up images of folk singers and hippies and need to be updated. 

She suggests four messaging approaches to consider...

1.Save energy/money (LED lights)

2. Increase productivity (making a difference motivates employees)

3. It's good PR (consumer loyalty)

4. It's the future (states are banning plastic bags and bottles) (Long, 2016)

All interesting ideas.  How do you think people feel about being more environmentally responsible in their actions?  Do any of these approaches make sense based on that insight?  What about persuasive techniques?  Which ones do these messages use and will that be likely to make them more successful?

Last week I read about an interesting new idea.  It's a reverse vending machine, and it's being deployed in metro stations in Istanbul.  Insert a plastic bottle or aluminum can and credit gets added to your metro card.  They are also rewarding those with the largest number of recycled containers with free or discounted tickets to events such as the theater. (Yeginsu, 2018)

So what do you think about this idea?  Is it likely to be successful?  Why or why not?  How will its effects compare with the effects of the messaging options?

LeBlanc, R. (2016, September 9)  Recycling Beliefs Vary Between Generations, Says Study.  thebalancesmb.com.  Retrieved October 23, 2018, from

https://www.thebalancesmb.com/who-recycles-more-young-or-old-2877918

Long, M. (2016, May 19)  Marketing 'Green' To Fuchsia Verticals.  mediapost.com.  Retrieved October 23, 2018, from

https://www.mediapost.com/publications/article/276197/marketing-green-to-fuchsia-verticals.html

Yeginsu, C. (2018, October 17) Istanbul Vending Machines Offer Subway Credit for Recycled Bottles and Cans.  nytimes.com.  Retrieved October 23, 2018, from

https://www.nytimes.com/2018/10/17/world/europe/istanbul-vending-machines-recycling-subway.html

What's driving Levi's 11% quarterly sales increase?

The U.S. jeans category has been declining for years as consumers are increasingly opting for yoga pants over denim.  Sales in 2017 were $16.2 billion, down from $18.8 billion in 2013.  And VF Corp., owner of Lee and Wrangler jeans is eyeing a sale or spin-off.  But there was one notable exception to the trend - Levi's - who saw an 8% revenue increase in its most recent fiscal year. (Mattioli & Kapner, 2018)

This week Levi's released their third quarter results and they were eye popping.  An 11% jump in sales, marking the fourth quarter in a row that the company has achieved double-digit revenue gains;  and net income soared 45% to $130 million.   (Mahoney, 2018)

So the obvious question is why?

One possibility is their  limited-edition customization studio in Los Angeles.  And then there's the Made & Crafted collection with Lily Aldridge and the Levi's X Air Jordan collaboration - both sold out within minutes.

But Levi's is crediting their activism.  Last month they made a commitment to ending gun violence with a $1 million Safer Tomorrow Fund which will provide support to a variety of nonprofits and youth activists.

The company has also joined forces with Rock the Vote for the "Voting Looks Good On Everyone" campaign.  You can look at the video here...

https://www.youtube.com/watch?v=UwbeVwZjjjE

And this week Levi's Australian division is kicking off a partnership with Support Act publicizing a 24-hour mental-health helpline for artists and music workers.  You can check out a wellness tips video here...

 

https://www.youtube.com/watch?v=xMaITVCG8iQ

Lots of good stuff.  No wonder the results have been impressive. 

So, which persuasion techniques are they making use of with each of these tactics?  Do you think different generations are responding to different ones?  Which appeals most to each?  Why?  Levi's sales appear to have been up even before these efforts began.  Any thoughts about why that might be?

Mattioli, D. & Kapner, S. (2018, August 10)  Wrangler Owner Looks to Exit Jeans Business.  wsj.com.  Retrieved October 10, 2018, from

https://www.wsj.com/articles/wrangler-owner-looks-to-exit-jeans-business-1533928407

Mahoney, S. (2018, October 10)  Levi's Credits Activism With Surging Sales.  mediapost.com.  Retrieved October 17, 2018, from

https://www.mediapost.com/publications/article/326343/levis-credits-activism-with-surging-sales.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=111326&hashid=ybq2buULrntyGS6NfbELk0afrrI