Social Technology Strategy - Sacred Heart Mission - Case Study Example

SOCIAL TECHNOLOGY STRATEGY REPORT Name Institution Professor Course Date Social Technology Strategy Report Part 2: Social Media Strategy Report Overview/Background Information Sacred Heart Mission is an organization focusing on the improvement of health conditions of the societal members. The organization engages in diverse activities with the intention of creating quality health among the members of the society. Some of the key operations of the organization include meals programs, clinic, home-front, aged care hostels, sport and recreation, case management, home case, women’s house, resource room, and specialist services team. In order to enhance its operations, the company focuses on utilization of five critical values. In the first instance, SHM focuses on welcoming and actively engaging individuals in the course of building relationship on trust and respect. In addition, the organization focuses on enabling individuals to feel supported by as well as connected to the broader community. Moreover, SHM concentrates on challenging elements of unjust economic and social structures, which might cause disadvantage, social exclusion, and homelessness. The fourth value of the organization focuses on accountability, which ensures that it measures the impact of its operations with the purpose of developing the evidence to address deep, persistent disadvantage, and social exclusion. Finally, the organization ensures that its services remain contemporary, creative, effective, and responsive in accordance with the demands of the consumers in diverse spheres of interactions. The vision of the company is to achieve an inclusive, fair, and compassionate community with the ability to assist individuals in overcoming disadvantage while realizing their full potential. In addition, the mission statement of the company focuses on developing and building individuals’ capacity to participate increasingly in the community life, which requires addressing underlying causes of deep, persistent disadvantage, and social exclusion. In order to achieve this, the organization concentrates on different approaches or strategies. In the first essence, the organization seeks on ensuring accessibility to necessities of food, clothing, health care, housing, and specialized services. Moreover, the organization tends to listen, understand, and respond to individuals in a holistic, caring, and respectful manner with the aim of enabling them to take care and control of their own lives. The organization also focuses on delivering accessible, responsive, and evidence informed as well innovative services. Similarly, the institution engages sector partners, researchers, philanthropy, government, broader community, and business entity to contribute vital resources such as time, expertise, and material resources in pursuit of quality health conditions. Finally, the institution concentrates on welcoming individuals in the spirit of social justice, co-operation, and partnership with the intention of generating better communities. The purpose of this report is to create a campaign in relation to SHM coffee club initiative. It is essential to note that Dr Jekyll’s café in St Kilda are the founders of this club. They support the institution through donating 5 cents from every coffee sold to the institution. SHM seek to sign up other cafes to do adopt the same interaction and approach. The objective of the campaign is to encourage other cafes to become members, thus an opportunity to donate 5 cents from every coffee to SHM. In addition, the campaign would acknowledge the cafes that have signed up. Moreover, the campaign will seek to encourage individuals to visit participating cafes with the intention of increasing the amount of donations towards creating better communities. Campaign Description The purpose of this report is to generate a campaign in relation to coffee club initiative. The campaign will focus on integration of the concept of Dr Jekyll’s café within the context of St Kilda. The coffee club initiative focuses on increasing the amount of financial resources through donation of 5 cents for every coffee sold to the institutions as well as consumers. The campaign seeks to sign up other cafes to do the same with the intention of enabling the organization to develop between societies and communities in accordance with the demands and expectations of the consumers. The campaign will focus on the usage of Instagram as one of the most essential social networking platforms for effective interaction and communication with consumers in diverse spheres. The campaign will concentrate on exploiting the idea of ‘tag us and one of your friends on your photo to win free coffee.” This ideal will be valuable in gaining substantial attention of the individuals on instagram social networking platform. The organization will focus on creating its instagram page with the intention of capturing such attention from individuals using the platform to communicate and interact with other persons. In the course of this campaign, the potential audiences will have the opportunity to see the photo of the company with the perfect chance of understanding what the institution does to develop quality communities in accordance with the demands and expectations of the consumers and potential customers. In addition, the approach will be essential in offering good opportunities for the individuals to know about the organization thus an opportunity to attract more customers to build on the existing consumer base. St Kilda in Melbourne comes out as one of the famous beaches across the globe. The environment will provide the perfect opportunity for the maximization of the output and eventual vision of the campaign. It is essential to note that many tourists like to visit the beach. During the prompt visit to the café partnering with SHM in the course of generating 5 cents for every coffee to the organization, it is was essential to note that majority of the consumers were young persons. This would be ideal to exploit because young men tend to spend most of their lives interacting and communicating across internet and social website platforms. This explains the role and influence of technology in the modern life encounters. Identification of Business goal of strategy The strategy of the organization is to integrate effective social technology platform with the intention of increasing its interactions with the consumers at the end of each fiscal period. In order to achieve this, the company focuses on integrating three critical aims. In the first instance, the organization aims at encouraging individuals to visit participating cafes with the intention of increasing the amount of financial resources and sponsorship through donation of 5 cents. In order to achieve this aim, the organization, the organization seeks to engage and welcome consumers on the instagram social networking platform. The campaign will require customers to send their pictures while understanding diverse concepts of the business entities and its operations. Secondly, the campaign seeks to encourage other cafes to become members of the program or initiative towards creating better communities and conditions for quality development and growth of individuals. The purpose of the organization is to ensure that individuals achieve their potentiality while overcoming difference disadvantages as well challenges. The achievement of this aim will ensure an increase in incidents of donation of 5 cents from every coffee to the institution. The campaign seeks to incorporate the strategy by interacting with other institutions and cafes to support the program while also increasing their sales. Accomplishment of this aim would be critical towards realization of the collective goal and objective with reference to development of better communities while offering perfect chances for quality development and growth of individuals in pursuit of their potentials. The third aim of the strategy is to acknowledge the number and actions of cafes that have signed up for the growth and promotion of better communities. This will be ideal in improving the market coverage of the cafes as well as enhancing their market position in the global context. From this perspective participating cafes with have the opportunity to increase their consumer base as well as maximize their revenues at the end of the financial period. In addition, the approach will be critical towards increasing the revenues from donation of 5 cents to the achievement of a valuable cause in relation to development of better communities. On the other hand, such cafes will have the perfect platform to improve their image and reputation in the market and industry of transaction. Target market of the strategy In the course of executing this strategy, the organization will focus on diverse target markets. In the first instance, the company will target other cafes within the case of Melbourne as well as other areas of Australia to acquire their participation in the initiative. This approach will be ideal towards increasing the number of participating cafes in accordance with the demands and aims of the institution. In addition, the approach will be critical towards increasing amount of financial donations from massive increase in the number of participating entities. Secondly, the social technology approach will target diverse segments on the media platforms. For instance, the purpose of the campaign is to encourage individuals to take part in the initiative through increasing their engagement while procuring coffee from such cafes. The strategy will execute an effective initiative to engage customers on such media platform. The catch would be tagging the institutions vital pictures of consumers and their friends having coffee at these institutions or cafes with the intention of acquiring free coffee. This approach will be ideal towards increasing the number of consumers in the market and industry of transaction. In the third segment, the institution will consider engaging and welcoming tourists to spend their time in such participating cafes. The approach will ensure an increase for resources from donations. In order to target this segment, the institution will integrate diverse tourism campaigns on behalf of the participating cafes through acknowledging their participation in the achievement of the goals and expectations of the initiation. In this context, tourists will probably have coffee in such cafes thus an opportunity to increase the customer base for the participating organizations (Victoria & Teuta, 2011). Similarly, tourists will have the opportunity to experience the ideal encounter and environment with reference to Melbourne. On the other hand, engaging tourists on the social media platform will contribute towards improving the image and reputation of the cafes participating in the initiative. Description and Justification of Social Media Strategy In the course of exploiting this strategy, the company will consider exploiting instagram. Instagram comes out as one of the most popular mobile photo, video sharing application. In addition, it is the first photos sharing application on iPhone. The social media technique and platform continues to attract millions of users due to its simplicity in use as well as benefit to the photographers and all photo lovers. Moreover, the social media platform focuses on exploiting useful and simple platforms. Furthermore, instagram does not spam an individual’s Facebook or twitter feeds. There are numerous justifications towards adopting and implementing instagram as the most effective and efficient tool towards execution of this strategy. In the first instance, the strategy will be essential in increasing the artistic ability in relation to taking photos at diverse scenarios (Sisira et al, 2011). The approach will ensure that customers of the participating cafes share quality photos from their locations with friends having coffee and contributing to the growth and development of the initiative. In addition, the usage of this social media strategy will be ideal in improving the level of communication and interaction. Moreover, there is an opportunity to increase the friend list as well as the quiet helpful professional network. The institution will also have the opportunity to share information with friends and consumers in original way. On the other hand, the institution will focus on adopting new mechanisms towards limiting setbacks from the usage of instagram. For instance, incorrect usage of the technique will contribute to bad impact on the feature thus limiting effectiveness and efficiency in interacting with consumers and potential customers. In addition, the usage of the platform promotes sharing of private information, which is risky on the internet. The approach contributes to addiction, as individuals tend to spend lot of time on instagram thus neglecting other critical duties. Contrary to the expectations, certain individuals and entities the platform tend to spy on other in spite of lack of substantial information about them, thus violation of privacy rights. Engagement strategy for each technology The campaign will focus on the usage of Instagram as one of the most essential social networking platforms for effective interaction and communication with consumers in diverse spheres. The campaign will concentrate on exploiting the idea of ‘tag us and one of your friends on your photo to win free coffee.” This engagement strategy will require customers to tag the institution about their pictures and friends taking coffee in participating cafes with the opportunity to win free coffee. The initiative or engagement strategy will be ideal towards increasing the number of consumers at the end of each fiscal period. In addition, the engagement approach will be critical in enhancing the image and reputation of SHM since consumers will have the perfect opportunity to understand more about the company and the relevant initiative (Hsu et al, 2010). On the other hand, the engagement strategy will extend to other key elements of social media platform such as Facebook, YouTube, and Twitter. This is because of the opportunity to execute promotional strategies through pictures and videos to enhance interaction with existing and potential customers (Hennig-Thura et al, 2010). Similarly, sharing of photos by customers and friends on instagram will be ideal in acknowledging cafes participating towards the achievement of the goals and objectives. Overall schedule of strategy for one year Month Activity January Development & Presentation of the Proposal for the social technology initiative for approval February Identification and procurement of key resources March Development of objectives and goals April Assessment of effective social media platforms for execution of the initiative May Selection of the appropriate platform (Instagram) June Development of Instagram page for the company July Development of engagement strategy on the social media platform August Organization and execution of campaigns to increase the number of participating cafes September Execution of programs and campaigns for the interaction between consumers and SHM October Evaluation of the progress of the strategy in accordance with the Key Performance Indicators November Assessment of the evaluation results December Improvement in areas of inefficiencies in relation to the findings of the evaluation process in the previous month Resources In the course of handling and implementing this strategy, there is need to have substantial resources to aid realization of the goals and objectives. In the first instance, there is critical need of financial resources. This will be critical in the procurement of communication devices as well as hiring of key human resource personnel. In addition, financial resources will be essential in the development and execution of promotional activities with the intention of convincing more cafes to participate in the program. There is also need for human resources or employees to facilitate the achievement of goals and objectives. Human resources will be essential in interaction with existing and potential customers on the social networking platform. Similarly, human resources are vital towards encouraging participation of the cafes into the critical initiative. Planning and execution of the strategy will require quality engagement and human resource management thus the massive importance of human resources in pursuit of the goals and objectives. Another essential resource in the course of executing this social technology strategy is time. There is need for time to enable SHM to convince more consumers and cafes to participate in the approach. The donation will be ideal in developing better communities while enabling individuals to achieve their potentials. Other resources would include communication devices, internet, and presentation elements in the course of encouraging customers and more cafes to participate in the achievement of the goals and objectives of the initiative. Key Performance Indicators In the course of achieving the goals and objectives of initiative or strategy, SHM should consider utilization of the following key performance indicators (KPI). In the first instance, the success or accomplishment of the strategy will relate to an increase in the number of cafes participating in the donation of 5 cents for every coffee to SHM. The purpose of the initiative or campaign is to increase the number of cafes participating in the program or campaign. From this perspective, an increase in the number of participating cafes would symbolize satisfaction of the entities in the initiative aiming to develop better communities and enabling individuals to achieve their potentials. The second key performance indicator in the execution of this approach is an increase in the number of consumers or customers procuring coffee from participating cafes. An increase in the number of consumers participating in the initiative would symbolize quality growth and success of the strategy. On the other hand, minimum number of customers in the program will be an illustration of failure of the strategy in relation to the achievement of objectives and goals. Thirdly, SHM should focus on evaluation and assessment of the images and reputation of the participating cafes following acknowledgement of their participation towards the achievement of goals and targets at the end of each fiscal period. Other performance indicators will include market coverage or penetration of the company, development of better communities, achievement of individuals’ potentials, and increased engagement and participation of diverse stakeholders. Campaign vs. other Marketing The campaign or initiative will focus on exploitation of other marketing techniques and process in the course of increasing the number of customers and cafes participating in the program. For instance, marketing of the mission and vision of SHM will be ideal in the process of enhancing the knowledge and awareness of the customers on the processes and operations of the health institutions towards the achievement of quality communities while assisting individuals in achieving their goals and potentials. In addition, marketing on the social media will contribute towards expansion of the operations of SHM in the global context thus an opportunity to increase financial revenues as well as valuable change in relation to operations of the participants. Marketing tends to enhance the perceptions of the customers on particular activity or product/service (Labai et al, 2010). The essence of marketing will be similar in this case since consumers and cafes will enhance their perceptions as well as expectations with reference to massive increase in the number of participants aiding the achievement of goals and objectives of the initiative or campaign. Other marketing elements will focus on the promotion of the need for better communities and engagement of the individuals (Gordon, 2010). This will substantiate the role of communities and other relevant stakeholders in pursuit of the goals and objectives of the initiative. Part 3: Content of the Social Media Campaign The Wording of the Posts In the course of executing the social media campaign, the organization should consider utilization of diverse platforms such as Facebook, Twitter, Instagram, and YouTube. For instance, in the exploitation of instagram, SHM should focus on integration of wording of posts such as ‘tag us and one of your friends on your photo to win free coffee.” This will be essential in generation of active engagement between the institution and the company seeking to expand its donations and operations to handle the needs and preferences of the communities as well as enable individuals achieve their potentials. In addition, on Facebook, the wording of the posts should consider incorporation of intriguing elements of discussions on health issues affecting the growth and development of the community. On YouTube, the wording of contents should focus on illustration of the mission and vision statements of the institutions. This will be ideal in enhancing the image and reputation of organization among participating cafes as well as customers and potential tourists visiting Melbourne to experience the great environment. Substantial knowledge about the company will be ideal in increasing its market coverage as well as penetration in accordance with the demands and expectations of the consumers. Photographs, Pictures, and Videos Pictures and videos have the perfect chance of illustrating substantial information concerning the organization. For instance, SHM will focus on integration of pictures and videos to generate communication and discussions with target audiences and potential customers. SHM will focus on utilisation of such quality images or pictures to attract the attention of existing and potential target audiences. This is vital in illustrating what the company is all about in the course of developing better communities. Moreover, the company concentrates on utilizing these pictures to inform consumers or participating cafes on what they might be part of whenever they engage the organisation towards development of quality communities while assisting individuals to achieve their goals and targets. In addition, such video contents from YouTube platforms will be essential in the demonstration of the image, mission, objectives, and targets of the business entity. Moreover, the quality of the video is critical in integrating the standard for sharing and development of videos by customers. The approach will be ideal in encouraging participation of the customers and tourism to engage with participating cafes towards the achievement of competitive communities and successful persons. There is also need to generate posts in relation to these pictures and videos with the intention of grasping the attention of target audiences in the course of implementing the social technology strategy. Date & Time for Posts and Reading of Comments Proper timing in relation to date and time posts and reading of comments will be essential for success of this social technology strategy. SHM will consider utilization of business hours to post and read comments. This is critical because of the tendency of individuals to spend their working hours on the internet platforms in the course of reading news, communicating with their friends and families, and watching their favorite movies or videos. The proper timing will be ideal in ensuring that the organization interacts effectively and efficiently with the targets audience with accessibility to internet. Similarly, the organization will increase the probability of success of the social technology strategy through integration of effective and efficient timing. Annotated Description of each Post and Justification Each post in the social media platforms will focus on ideal target audiences. For instance, the usage of instagram will incorporate posts such as ‘tag us and one of your friends on your photo to win free coffee.” This post will be essential in encouraging customers to send their photos and share their videos in relation to their engagement with the participating cafes in the course of achieving the goals and objectives with reference to quality communities. In addition, the post will initiate and sustain substantial discussion with the current and potential customers with the intention of understanding the operations of the SHM. Such individuals will have the opportunity to achieve their goals and potentials through engaging in charity activities. YouTube posts will be ideal in illustrating the image and reputation of the communication. This is through illustration of the mission and vision statement of the company in the course of handling the needs and expectations of the consumers. On the other hand, Facebook and Twitter posts will consider incorporation of current news and events affecting the growth and development of quality societies. Summary of the Campaign The vision of the company is to achieve an inclusive, fair, and compassionate community with the ability to assist individuals in overcoming disadvantage while realizing their full potential. Moreover, the mission statement of the company focuses on developing and building individuals’ capacity to participate increasingly in the community life, which requires addressing underlying causes of deep, persistent disadvantage, and social exclusion. In order to achieve the mission and vision, SHM will focus on incorporating effective and efficient social technology strategy under the influence of exploiting Facebook, YouTube, Instagram, and Twitter social networking platforms. The approach will be vital in the achievement of three critical objectives. In the first instance, the approach will be ideal in acknowledging participation of the cafes in donating 5 cents for every coffee delivered to the organization. Similarly, the approach will be critical in encouraging individuals to participate in the project through procurement of coffee from participating cafes. On the other hand, the organization will concentrate on encouraging other cafes to join the program with the intention of increasing its financial and consumer bases in pursuit of quality communities as well as assistance to the achievement of individuals’ potentials. From this perspective, the approach will be critical in enhancing the image and reputation as well as market position of SHM. List of References Victoria B, & Teuta C, 2011, “Marketing opportunities with social networks.” Journal of Internet Social Networking and Virtual Communities, 1-8. Sisira et al, 2011, “Social Media and Its Role in Marketing.” International Journal of Enterprise Computing and Business Systems 1 (2), 1-16. Hsu, M., Ju, T. L., Yen, C., & Chang, C. (2007). Knowledge sharing behaviour in virtual communities: The relationship between trust, self-efficacy, and outcome expectations, International Journal of Human-Computer Studies, 65(2), 153-169. Libai, B., Bolton, R., Bu¨gel, M., de Ruyter, K., Go¨tz. O., Risselada, H., & Stephen, A. (2010). Customer to customer interactions: Broadening the scope of word of mouth research, Journal of Service Research, 13 (3), 267-282. Gordon, R. (2010). Creating Community-Connection Experiences, in Medill on Media Engagement, Abe Peck and Edward Malthouse, eds., Cresskill, NJ: Hampton Press Hennig-Thurau, T., Malthouse, E.C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A., & Skiera, B. (2010). The Impact of New Media on Customer Relationships, Journal of Service Research, 13(3) 311-330. Read More