Social Commerce Plan (3000 word)
Chapter 11 (Turban) Chapter 5 (Tuten)
Implementing
Social Commerce Systems
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Unit objectives
1. identify the various tools of social media and describe how those tools are used to engage customers
2. identify, analyse and critically assess the suitability of various social commerce models and strategies for various e-businesses
3. explain the various principles and theories of social commerce
4. describe, explain and propose the appropriate marketing communication that could be conducted in various social commerce models
5. describe how social commerce aids customer relationship management
6. explain and understand the implementation issues in social commerce.
Learning Objectives
Describe what is a social commerce/media marketing tactical plan and how does it support the execution of a strategy?
Describe the major issues in the social commerce implementation landscape.
Discuss the security and fraud protection issues in social commerce.
Describe ethics & legal issues e.g. privacy, copyright & cyberbullying
Discuss the major employee-related implementation issues ranging from wasting time to participation, and the related guidelines and policies.
Discuss organizational impacts including transformation to social business.
Opening Case: Domino’s Employees Post Vulgar Videos on YouTube
The Problem (The Incident)
2 employees created 5 prank videos that went viral on YouTube https:// www.youtube.com/watch?v=xaNuE3DsJHM&list=RDOhBmWxQpedI&index=6
The videos showed a variety of acts of food contamination by employees
Six hours after being posted, the videos were featured on the consumer advocacy site Consumerist
Even though the videos were removed, they continued to damage the Domino’s brand, with many stores rapidly losing business
Opening Case: Domino’s Employees Post Vulgar Videos on YouTube
The Solution (The Company’s Response)
Domino’s tracked down the perpetrators and immediately fired them, requiring them to write a letter explaining the videos
CEO Patrick Doyle posted an apology video using the same key words as were used for the originals https ://www.youtube.com/watch?v=dem6eA7-A2I
This video was highly effective, given that it offered a direct response to both Domino’s customers and to others who had seen the videos, and it also explained what Domino’s was doing about the problem
Lessons Learned from this Case
Example of Employee-related issues: they should all be trained in social media use (and misuse)
Reputation-management response should use the same social media channels, allowing the company to specifically target the desired audience
A company needs to explicitly monitor activities and be ready to respond immediately in case of a crisis,
Example of employee-related issue
Recall Kit-Kat – reputation management, part of implementation issue. How to control negative brand media
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Learning Objectives
Describe what is a social commerce/media marketing tactical plan and how does it support the execution of a strategy?
Describe the major issues in the social commerce implementation landscape.
Discuss the security and fraud protection issues in social commerce.
Describe ethics & legal issues e.g. privacy, copyright & cyberbullying
Discuss the major employee-related implementation issues ranging from wasting time to participation, and the related guidelines and policies.
Discuss organizational impacts including transformation to social business.
What Is Implementation?
Implementation is the process of carrying out, executing, or practicing of a social media plan
Questions answered with strategy implementation/tactical planning
Producing and Scheduling Content
Developing Tactics by Mapping from Strategies
Users/Consumers/Target Market Persona
Channel Characteristics & Plans
Type of Tactics Content Types;
Content Strategy
Why
Who
Where
What
How
Why? Table 5.1 Mapping objectives with tactics
Who? Figure 5.1 The persona template
Where? Figure 5.2 Channel characteristics
√
Where? Figure 5.2 Channel characteristics
Where? Figure 5.3 The channel plan
General Content Strategy
Where? Figure 5.4 Channel usage
What? Elements of social media experience
Type of tactic
Content type
Content strategy
What? Figure 5.6 Content types depends on tactics
Content Strategy: themes, topics, content types, voice, media, channel
Learning Objectives
Describe what is a social commerce/media marketing tactical plan and how does it support the execution of a strategy?
Describe the major issues in the social commerce implementation landscape.
Discuss the security and fraud protection issues in social commerce.
Describe ethics & legal issues e.g. privacy, copyright & cyberbullying
Discuss the major employee-related implementation issues ranging from wasting time to participation, and the related guidelines and policies.
Discuss organizational impacts including transformation to social business.
Figure 11.1: The Major Implementation Issues of Social Commerce
Learning Objectives
Describe the major issues in the social commerce implementation landscape.
Discuss the security and fraud protection issues in social commerce.
Describe ethics & legal issues e.g. privacy, copyright & cyberbullying
Describe the major technological issues including systems development, and software and vendor selection.
Discuss the major employee-related implementation issues ranging from wasting time to participation, and the related guidelines and policies.
Discuss organizational impacts including transformation to social business.
How Hackers Are Attacking Social Networks
Facebook and other popular social networking sites offer free, useful, attractive applications. These applications may have been built by developers who used weak security.
Scammers may create a fake profile on a social network and use it in a phishing scam.
Any link can lead to virus.
Scammers want to friend you to use your facebook for advert or phishing scam.
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Learning Objectives
Describe what is a social commerce/media marketing tactical plan and how does it support the execution of a strategy?
Describe the major issues in the social commerce implementation landscape.
Discuss the security and fraud protection issues in social commerce.
Describe ethics & legal issues e.g. privacy, copyright & cyberbullying
Describe the major technological issues including systems development, and software and vendor selection.
Discuss the major employee-related implementation issues ranging from wasting time to participation, and the related guidelines and policies.
Discuss organizational impacts including transformation to social business.
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Legal Issues Versus Ethical Issues
Ethics
The branch of philosophy that deals with what is considered to be right and wrong
Legal
Relating to if the action break a law which are rules governing the acts of all citizens in its jurisdiction.
What may be unethical can be legal. E.g. spamming in SN.
Vice-versa: Illegal but ethical.
What is ethical and legal is different from other countries? E.g. spamming is not illegal in Malaysia but not in the US. The use of pirated materials is ethical in Malaysia but not in the UK. Thus, international business has to customize according the different countries’ ethics and law.
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Ethics Issues
Examples
Accuracy of user-generated content e.g. Wikipedia, FB
Accuracy of computer-generated recommendations e.g. collaborative filtering
Invasion of individuals’ privacy (e.g., by advertisers or e-mail spam)
Use of corporate computer resources for non-work-related purposes e.g. cyberloafing.
Company monitoring employees’ SN activities
Legal Issues
Examples
Copyright: Employees (and students) freely copying or using UGC, what they see on the Internet, including copyrighted material;
Inappropriate content: Posting of inappropriate or offensive content on company bulletin boards or blogs (see the opening case);
Discrimination in hiring employees through Internet job postings
Cyberbullying: Using Facebook or other social networks, including those in-house, to harass fellow employees;
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Privacy
privacy: The right to be left alone and the right to
be free of unreasonable personal intrusions. What?
Collecting Information about Individuals
Social Network: user profile, posting, discussion in SNs
Merging data from many sources
Privacy of Employees: employers read employees email, wiretap
Web Site Registration: Selling information to online database.
Cookies: When visiting website. Can be easily removed. Legal.
Location based commerce: GPS location Waze, Foursquare, FB
Spyware: Illegal. From virus, clicking a deceptive pop-up or installing a program. Can scan hard drives and relay to spammer, slow down computer, track keystrokes. SpyBot, Ad-aware.
Financial loss
Junk mail; Unwanted advertisement
Stalker
Children kidnapping
Wrongly arrested – mistook as a terrorist
Embarrassment – Ashley Madison
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Who will be responsible for invasion of privacy? Can we trust that companies will protect our privacy?
Electronic Commerce
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Cyberbullying
“bullying that takes place using electronic technology.”
Rumors/harassment sent by e-mail or posted on SNS, and embarrassing pictures, videos, websites, or fake profiles
Lori Drew – cyberbullying crime on Megan Meier
https :// www.youtube.com/watch?v=3wR1SWI0jls
Drew was convicted of defrauding MySpace by not adhering to terms of conditions – light sentence.
Learning Objectives
Describe what is a social commerce/media marketing tactical plan and how does it support the execution of a strategy?
Describe the major issues in the social commerce implementation landscape.
Discuss the security and fraud protection issues in social commerce.
Describe ethics & legal issues e.g. privacy, copyright & cyberbullying
Discuss the major employee-related implementation issues ranging from wasting time to participation, and the related guidelines and policies.
Discuss organizational impacts including transformation to social business.
Employee-Related Implementation Issues
Non-Work-Related Use of Social Media e.g. harassment, gambling, cyber loafing, badmouthing
https:// www.youtube.com/watch?v=Qbs7D2LNsqk
Employee Reluctance or Resistance to Participate e.g. Social CRM. Training required
Quality of Content and Biases of User-Generated Content e.g. social sentiment analysis of SN, wikis, crowdsourcing.
Data Leakage e.g. transferring proprietary data through BOPSN
30 out of 900K users in Digg contribute 1/3 of the content. 80-20 rule in blogs and Wiki
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How to deal with the issues?
Develop Social Media Policies -establishing acceptable use of social media. Specify what are permitted/not permitted. E.g. HP Blogging Policy
We will strive to have open and honest dialogues with our readers.
We will correct inaccurate or misleading postings in a timely manner. We will not delete posts unless they violate our policies.
We will disclose conflicts of interest.
Our Standards of Business Conduct will guide what we write about — so there are some topics we won't comment on such as information about financials, HP intellectual property, trade secrets, management changes, lawsuits, shareholder issues, layoffs, and contractual agreements with alliance partners, customers, and suppliers.
We will provide links to relevant material available on other blogs and Web sites. We will disclose any sources fully through credits, links and trackbacks unless the source has requested anonymity.
See http:// socialmedia.biz/social-media-policies/ for many examples of policies
How to deal with the issues?
Monitor Content
Procedures and technologies that will monitor real-time social media e.g. SM Analytics tools and remove unwanted contents:
To prevent malware infections
To prevent potentially libelous comments e.g. Domino pizza
To prevent leakage trade secrets, or other inappropriate content from being sent externally
To prevent abuse of non-work related use of SM
Learning Objectives
Describe what is a social commerce/media marketing tactical plan and how does it support the execution of a strategy?
Describe the major issues in the social commerce implementation landscape.
Discuss the security and fraud protection issues in social commerce.
Describe ethics & legal issues e.g. privacy, copyright & cyberbullying
Discuss the major employee-related implementation issues ranging from wasting time to participation, and the related guidelines and policies.
Discuss organizational impacts including transformation to social business.
Impacts of SC on organization (sales & marketing)
New marketing models e.g. group buying, flash sales, social shopping, recommendation sites, shopping communities
SCRM– Marketing is through listening to the needs of consumers and developing products and services based on their needs
What organizational issues arise from these impacts?
Organizational Issues Related to the Impacts of Social Commerce
Business Model has to change or close down
Organization learning and change of mindset and work. See next slides
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Figure 7.4 The Evolution of Business Processes in SCRM
Source: Courtesy of F. Ciprianni, Social CRM: Concept, Benefits, and Approach
to Adopt,” November 2008. slideshare.net/ fhcipriani /social-crm-presentation-761225
(accessed January 2012). Used with permission.
Co. viewpoint
Cust. viewpoint
Company
What is behind the CRM is important.
Why evolution, because it is continuously changing according to customer trend and sentiment
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Organizational Issues related to the Impacts of Social Commerce
Issues: Transforming/Changing Organizations & Work
Organizational Learning & mindset change- adapt to web 2.0 technology. Everybody has to learn to use. See next slide
Changing Nature of Work – Recruitment, Sales, Marketing Customer Service, Management, Supply Chain Management – use of SC tools for engagement, PR, sales, collaboration, training, crowdsourcing and knowledge management.
Figure 7.6 The Organizational Mindset for SCRM
Source: Courtesy of F. Ciprianni, Social CRM: Concept, Benefits, and Approach
to Adopt,” November 2008. slideshare.net/ fhcipriani /social-crm-presentation-761225
(accessed January 2012). Used with permission.
Example: Michel1, all technician gets a feedback on their service from customers
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- Restructuring Business Processes
Need to restructure organization to adopt SC
Business process management (BPM) - a holistic management approach focused on aligning all aspects of an organization with the wants and needs of its customers. Suitable for SCRM. Empowerment, less hierarchical organization structure
Less hierarchical organization structure
More empowerment of workers to make decisions
Business Process Change: Conversation centric instead of process centric and support and operation processes that create value
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Change Management should consider:
Effective communications that inform various stakeholders of the reasons for the change (Why?), the benefits of successful implementation (What is in it for us, and you?) as well as the details of the change (When? Where? Who is involved? How much will it cost? etc.).
Devise an effective education, training and/or skills upgrading scheme for the organization.
Counter resistance from the employees of companies and align them to overall strategic direction of the organization.
Monitoring of the implementation and fine-tuning as required.”
Learning Objectives
Describe what is a social commerce/media marketing tactical plan and how does it support the execution of a strategy?
Describe the major issues in the social commerce implementation landscape.
Discuss the security and fraud protection issues in social commerce.
Describe ethics & legal issues e.g. privacy, copyright & cyberbullying
Discuss the major employee-related implementation issues ranging from wasting time to participation, and the related guidelines and policies.
Discuss organizational impacts including transformation to social business.