Marketing Case Competition part 2
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Transcript of Marketing Case Competition part 2
Literacy Volunteers of Monongalia and Preston Counties
Social Media Accounts in use: Facebook Website Linked-in
Kietzmann et al. state that there are seven functional building blocks of social media: presence, sharing, identity, groups, relationships, reputation, and conversations. The most applicable to meeting the goals of LVMP are Groups, Identity, Reputation, and sharing. Success for this social media aspect of the plan will be getting the groups identity to correlate with philanthropy in the community and promoting that aspect (company is nonprofit and all they do is help people really show that aspect), their reputation of being able to show the community how passionate they are of helping others, Groups in appealing to the public on how close the volunteers, learners, and organization is , Sharing with keeping followers updated on progress with people being tutored (attach yourself to story of one of the people who are being tutored, emotional appeal: Pick a person and tell the social media to follow his story throughout the process)
Swot Analysis
What is a Swot Analysis-?
A SWOT Analysis is a method of internally examining the strengths and weaknesses of something, and externally examining the opportunities and threats as well. It is done using a matrix to break down each and compare them. Once completed, the model can assist the user in accomplishing his or her objectives, and what obstacles must be overcome or minimized to achieve desired results (Humphrey, 2005).
.
Goals Met: Groups, Identity, Reputation, and sharing
Strengths: Large member base User-friendly Globally used Many options for
communicating with others
Weaknesses: Time-consuming (to keep up
with every post, etc.) Privacy controls can be difficult
to manage
Opportunities: Can give the LVMP
access to a younger demographic
Can connect tutors and volunteers with organization
Creates an online presence
Can share pictures with others ( Follow someone’s story)
Threats: Members can post whatever
they want (can be a liability threat)
Must keep up with page, otherwise it can seem worse than never having started.
What is Twitter?
Twitter is an effective means of communication for companies that are looking to enhance conversations and maximize sharing potential. Twitter gives users the opportunity to “tweet” information in a 140-character message. Tweets are streamed on a timeline that is updated throughout the course of the day. Using Twitter could be beneficial for a company looking to modernize their image and connect with a younger generation. Instant and streaming feedback is one of the biggest advantages for this network. When harnessed properly, feedback contributes to the sharing of ideas, information, and opportunities.
Strengths: Streams updates Large member
base Short and sweet
Weaknesses: Limited character
allowance in posts Must post
regularly to gain followers
Opportunities: Ability to instantly
share information with “followers”
By increasing followers, could increase interest in or participation in the LVMP
Conversations
Threats: Requires a lot of
posting to gain members (may require more attention)
Lack of followers can be worse for reputation than not being on Twitter
Strengths
Linked-in is meant to help connect professionals and the LVMP is a professional organization
Many options for developing reputation
Weaknesses Low amount of connections thus far
Opportunities
Can access new or old Volunteers/Tutors of members of LVMP
Shows the number of networks to which one is connected
Can broadcast achievements of the LVMP and its members and make others want to become a member
Threats
For the beginning stages of the LVMP in the linked-in network they will appear small.
Website1. Website is not very appealing to the eye, perhaps a small revamp with more images to
accompany words.
2. Add a tab for a personal story of someone being tutored, gains emotional appeal as well as
interest as people can attach themselves to the person and follow their story.
3. Revamp of donation page, make it emotionally appealing, and use persuasion theory of guilt on
page to make people want to donate.
4. Classes & workshops page- show people how much more they could benefit from these classes,
add videos of the workshops, people love visual appeals.
The brain processes visual information 60,000 faster than text. – 3M Corporation, 2001
Approximately 65 percent of the population are visual learners. – Mind Tools, 1998
5. Community partners page is blank, needs to be updated with all of the partners to show that
they are involved with the community.
6. There should be an audio button for every single piece of wording, they are trying to help
learners, so if the learners do have access to a computer they can listen instead of attempting to
read to receive the services provided.
7. For the services page, there needs to be more photos of the actual service being provided,
instead of just wording.
Analysis of New Model
In this model, the LVMP has many methods for disseminating information
to volunteers and potential volunteers as well as receiving information from
volunteers. These methods include Facebook, Twitter, LinkedIn, in addition to the
original methods, like Email and the LVMP website. These methods allow users to
access the LVMP in many different ways; what is more, these platforms allow
users to access each other. In this model, the users can interact with the LVMP, the
LVMP can interact with them, and the users can interact with each other. These
methods allow the LVMP to meet more or all of its goals. The platforms allow for
more conversations, more relationships, more sharing, and more presence. The
strengths and opportunities of the model far outweigh the weaknesses and threats,
and the weaknesses and threats are all things that can be managed very easily once
familiarity with the platforms has been established.
Social Media Sitemap
Users
Users
Users
Website
Users
Social Media Action Items1. Register Organization with the Communication Studies Department at
WVU,
http://communicationstudies.wvu.edu/undergrad/intern/requesting-an-
internship-for-your-organization. This will benefit both parties, as the
intern will be receiving credit hours for his class professional
coursework and the organization will be receiving experienced social
media help from a social media student.
2. Once approved for internship credit, interview interns and hire the best
candidate.
3. Give the newly appointed director of social media intern an overview of
what is lacking in organization and what is needed for social media
platforms ( use this social media plan as a reference)
4. The current web page, while doing a great job of containing
Information about the organization and helping establishing its identity,
needs to
Be branded to represent Literacy Volunteers of Monongalia and Preston
County as more than the
Letters “L” “V” “M” “P” and “C”.
5. We recommend the creation of a branded Facebook page as part of a
Web 2.0 approach to LVMPC digital footprint. ( Their Facebook is
currently web 1.0, as there is no conversation actively on the
Facebook, users can only simply read and retrieve information posted,
Web 2.0 Is a web format where users are engaged in conversations
with the organizations, rather than just reading the information)
6. We suggest that LVMPC uses social media heavily to promote events,
as social media marketing is essentially free. All it takes is a tweet,
post, or facebook comment to say thank you for the follow and a
mutual interest could be formed between the person and the
organization.
7. Consistent use of the social media pages through the intern is
ESSENTIAL, as being inactive on a social media page can be as harmful
as not having one at all. Engage with your followers to show that a
nonprofit organization cares about opinions, thoughts, etc.
8. This document (and the social media plan as a whole) should be visited
on an
Annual basis to ensure that (a) the stated goals of Groups, Identity,
Reputation, and sharing are being met and (b) the vision of LVMPC still aligns
with those social
Media goals specified here.
9. in the interests of maintaining and eventually expanding its digital
footprint to
Meet changing demand, we recommend LVMPC appoint an individual - either
a
Member officer or a student intern - to oversee their digital footprint
operations.