Examples of IT Impact on Organizations’ Processes

1. Examples of IT Impact on Organizations’ Processes Prepared by: Celeste Ng, Updated on: September, 2018

2. Content

3. Topic 1: (IT Impact on) Marketing Process This shows…  Digital media will account for 43.5% of investments … [due to] rising global ecommerce spending and shifting viewership收視率from traditional TV to digital channels Source: eMarketer, 2018; URL:https://www.emarketer.com/content/emarketer-total-media-ad-spending-worldwide-will-rise-7-4-in-2018

4. Topic 1: (IT Impact on) Marketing Process This shows…  In 2018, mobile will account for 69.9% of all digital advertising Source: eMarketer, 2018; URL: https://www.emarketer.com/content/mobile-advertising-is-expected-to-surpass-tv-ad-spending  redesigned mobile shopping sites are improving the search of product information and reviews, leading to higher conversions from search ads

5. Topic 1: (IT Impact on) Marketing Process Direct Quote from Source: RetailMeNot, October 2015. “The Impact of Mobile Marketing on Retailer Sales”. RetailMeNot inc. URL:https://www.retailmenot.com/corp/static/c3a448/filer_public/0e/e8/0ee82d9a-9706-4e9c-b0cb-8591ad07639b/rmn-wp-valueofmobilemarketing-web-120415.pdf The Impact ofMobile Marketingon Retailer Sales

6. MOBILE’S IMPACT ON THE SHOPPER’S JOURNEY IS REMARKABLE (1) So, …  Investing in a successful mobile marketing plan begins with designing a mobile-optimized website 行動優化網站.

7. MOBILE’S IMPACT ON THE SHOPPER’S JOURNEY IS REMARKABLE (2)

8. APPENDIX A: Methodology • The RetailMeNot Mobile Marketing Survey was conducted by Kelton Global between April 30 and May 15, 2015, using an email invitation and an online survey among two audiences: • 351 smartphone owners ages 18 and over who have used their smartphone to aid in or make a retail purchase in the last six months. • 150 retail professionals ages 25 and over with a responsibility for or view into mobile marketing, all working at retail organizations with $50M+ in annual revenue and in the following industries: restaurant, apparel, books and music, consumer electronics, department store, home and garden, health and beauty, sporting goods, automotive, office supplies, jewelry and travel.

9. Topic 2: (IT Impact on) Sales Process – Communication Process Direct Quote from Source: Tripti Shrivastava, Aug 30, 2016. “5 Proven Instagram HashtagStrategies from the Airline Industry”. Simply Measured. URL: http://simplymeasured.com/blog/5-proven-instagram-hashtag-strategies-from-the-airline-industry/?utm_source=mkto 5 PROVEN INSTAGRAM HASHTAGSTRATEGIES FROM THE AIRLINE INDUSTRY航空業

10. Instagram Source: Instagram, 2018; URL: https://www.instagram.com/

11. Instagram Source: Rob Mathison, 2018; URL: https://blog.hootsuite.com/instagram-statistics/

12. Instagram • Source: Rob Mathison, 2018; URL: https://blog.hootsuite.com/instagram-statistics/

13. Instagram Source: Rob Mathison, 2018; URL: https://blog.hootsuite.com/instagram-statistics/

14. Instagram • Source: Rob Mathison, 2018; URL: https://blog.hootsuite.com/instagram-statistics/

15. The hashtags used by the world’s top airlines to see how they resonate with Instagram users.

16. Qatar Airways卡塔爾航空公司(1) • Two posts from the same influencer, Elena Pegas, with the airline’s hashtag, resulted in a peak in engagement on Aug 22nd.

17. Qatar Airways (2) • The pictures that Elena Pegas posted are great visuals for the lifestyle and comfort all airline users aspire to in their flight.

18. Cathay Pacific • Most engaging posts最吸引人的for their hashtag#cathaypacifichave come from Lichipan, a lifestyle blogger生活客, and TheOutbound, a travel and adventure site, which posted 9 out of the 10 top-engaging posts for #cathaypacific.

19. Lessons for Your Brand- Here a few things these airlines get right #1 • Share User-Generated Content (UGC): • With credits to the original poster: Almost all these airlines are using content shared by their followers. • UGC has become very important in today’s marketing space. It has the potential to convey something positive about a brand without any cost involved, and it goes way beyond simple brand impressions. • It also helps create an engaged audience as customers trust and remember user-generated content a lot more than they trust traditional media.

20. Lessons for Your Brand- Here a few things these airlines get right #2 • Partner With Influencers to Share Content: Get creative about using those partnerships.Emirates’ (酋長國航空公司) strategy to paint one of their planes in the Dodgers’ colors and tag #LADodgers in the video drives engagement, not just with Dodgers fans, but aviation enthusiasts as well. This engages a much wider audience. • Post a Mix of Photos and Videos: With 500 million MAU’s (monthly active users), Instagram is an effective platform for engaging users, not just with photos, but also with videos. This is an opportunity for brands to create short stories around their brands and connect more closely with customers. Emirates - an airline based in Dubai, United Arab Emirates LADodgers - American professional baseball team (美國職業棒球隊) based in Los Angeles, California

21. Lessons for Your Brand- Here a few things these airlines get right #3 • Post Regularly: Customers have so many distractions on social. Our attention spans are becoming shorter every day. It is important to keep your followers engaged often enough so that your brand stays top-of-mind. Emirates Airline posts almost daily to get and keep their audience’s attention.

22. Lessons for Your Brand- Here a few things these airlines get right #4 • Selling An Experience: • Travel is an experience, not a product. It is very important that travel brands use Instagram to makecustomers feel a connection with their brand’s interests and attitudes, so that they are inspired and motivated to make it a part of their lifestyle. • Emirates Airline used this strategy in their posts. • Cathay Pacific’s hashtag is being used in some awesome content, but they somehow do not connect the brand and the image content.

23. Lessons for Your Brand- Here a few things these airlines get right #5 • Use Hashtags with Themes (有主題的Hashtags)to Reach a Wider Audience: • Emirates Airline, Qatar Airways, Cathay Pacific, and Turkish Airlines all use two hashtags. • While most use both hashtags in most of their Instagram posts, Turkish Airlines does a great job of posting themed content with different hashtags. • When Turkish Airlines is talking about flying, it uses #TKmoments. • When Turkish Airlines is discussing a beautiful destination, it uses #Widenyourworld for a more inclusive and immersive experiences for its audience.

24. Lessons for Your Brand- Here a few things these airlines get right #6 • Own a Hashtag for Enhanced Measurement: • One thing to note here is that, when we decide to use hashtags which are not branded, it is important to understand why. • If the idea is just to stream content for a theme, say #lifewelltravelled (Cathay Pacific) or #GoingPlacesTogether(Qatar Airways), it’s great to use a popular hashtag. • But if the idea is to drive branding with the hashtag, the hashtag needs to be relevant to your brand: specific, unique, simple, and easily discoverable. Though not related to this industry, Lululemon, a fitness brand, shows a great strategy behind their hashtag #thesweatlife.

25. Topic 3: (IT Impact on) Value Delivery Process - Crisis Management危機管理 The next section’s slides are directly quoted from: VANITHA SWAMINATHAN AND SUYUN MAH, SEPTEMBER 02, 2016. “WHAT 100,000 TWEETS ABOUT THE VOLKSWAGEN SCANDAL TELL US ABOUT ANGRY CUSTOMERS.” HARVARD BUSINESS REVIEW. URL: HTTPS://HBR.ORG/2016/09/WHAT-100000-TWEETS-ABOUT-THE-VOLKSWAGEN-SCANDAL-TELL-US-ABOUT-ANGRY-CUSTOMERS?CM_SP=AR

26. The Volkswagen’s scandal • In September 2015 the Environmental Protection Agency環保局found that many Volkswagen cars大眾汽車sold in the United States • Were equipped with software that could falsely improve the performance of diesel engines on emissions tests錯誤地提高柴油發動機的排放測試中的表現. • This cheating was subsequently acknowledged by the car maker.

27. Some key questions: • How does social media sentiment change as aconsequence of a public relations crisis公關危機的後果? • How does the public react to recovery efforts公眾面對復原努力的反應initiated by the company? • How do topics of conversation shift交談話題轉移as a consequence of a brand scandal品牌醜聞and subsequent recovery efforts後來復原努力?

28. Number of tweets (1) • For example, after an article in The Guardian on September 30 revealed that the scandal has affected 1.2 million Volkswagen diesel vehicles, • The number of tweets increased for the next two days. • Subsequently, we observed a decrease in the range of number of tweets, from 5,000–7,000 to 1,000–2,000, • Except around January 6, which coincided with the following headline: “U.S. Sues Volkswagen in Diesel Emissions Scandal柴油車排放的醜聞.”

29. Number of tweets (2)

30. Vocabulary or topic in the Tweets (1) • We then conducted topic modeling話題模型on the tweets using the text-mining文本挖掘library within the statistical program. • We narrowed the number of words down to the six most frequently mentioned on each day.

31. Vocabulary or topic in the Tweets (2)

32. Sentiment (1) • We used the Vader Sentiment Analysis software to calculate the sentiment values of each tweet. • The topics that are discussed in social media change during the course of a brand scandal. • Initially, there is a great deal of focus on the crisis itself, as conversations focus on the scope of the crisis. • Following that, topics revolve around identifying who may be responsible. Different regulatory agencies become involved in the crisis, and their voices become prominent in social media conversations. • This is followed by the company initiating recovery efforts, such as issuing apologies發行道歉, initiating recalls發起召zhào回, etc. In this stage, there is an attempt to limit the scope of the crisis incident to specific products within the brand’s portfolio. As the scandal itself dies out, the social media conversation shifts to the broader topic of the brand and its future prospects. • Reference: • Vader Sentiment Analysis - https://medium.com/@aneesha/quick-social-media-sentiment-analysis-with-vader-da44951e4116#.aqtgzfk7a; • Vader Sentiment Analysis software - https://github.com/cjhutto/vaderSentiment;

33. Sentiment (2) • Our analysis of the Volkswagen scandal offers useful insights regarding the management of a crisis incident. • By analyzing the topics most frequently discussed, managers can better understand what consumers are discussing and apply appropriate recovery strategies. • …. Managers should immediatelyfocus on recovery strategies following an incident, and aim to neutralize the negative sentiment surrounding the brand. • In this way, managers can accelerate the shift in conversation from the incident itself and limit the potential damage.

34. Topic 4: (IT Impact on) Value Creation Process - Digital Brand The next section’s slides are directly quoted from: DIRECT QUOTE FROM SOURCE:DIGITAL BRANDING INSTITUTE, “MEASURING YOUR DIGITAL BRAND IMPACT,”2016, URL: HTTP://DIGITALBRANDINGINSTITUTE.COM/RESOURCES/MEASURING-DIGITAL-BRAND-IMPACT/

35. THE THREE COMPONENTS OF A DIGITAL BRAND • IDENTITY: A consistent digital brand identity allows your audience to build a memory structure around who you are and what value you have to offer. More than ever before, your digital brand must convey personality. The goal is to tell your story and engage people in a familiar and meaningful way. • VISIBILITY: If your identity represents who you are, your visibility represents how your target audience will find you. This includes where your brand appears and how easily your brand is discovered. Considering your audience will help you target them effectively. • CREDIBILITY: The information you and others share about your brand determine your reputation and establish your digital credibility. In other words, your credibility is what your audience thinks of you. You want to position your brand as one your audience knows, likes, and trusts.

36. PERCEPTION • How your brand is viewed affects how well your brand performs in the market. Brands need to measure their digital brand perception and understand how their activities impact their entire brand performance, including, awareness, consideration, and trial. • When making purchasing decisions, Internet users seek online product reviews, recommendations from discussion forums, or feedback from social media sites. Celeste: Tools to used are Google Alert, review sites (such as: Yelp, Angie’s List, G2Crowd), conduct customer satisfaction survey --- Source: https://www.getfeedback.com/blog/brand-perception/

37. PERFORMANCE – measure • Why are you measuring your digital brand impact? • Are your digital branding activities resulting in the achievement of business goals? • What outcomes signify value delivered to the business bottom line? • A download? • A phone call to your call center? • A qualified online lead? • Signing up for email promotions? • People buying your product or service? • A 95% task completion rate? • A high video viewing rate? “A lead usually is the contact information ... [e.g.] demographic information of a customer who is interested in a specific product or service,” --- Source: Wikipedia, 2017

38. MEASURING YOUR IDENTITY (1) Questions • How is your brand perceived in the marketplace? • What do key audiences believe about your brand, and what feeling does your brand evoke? • Naturally, brand perceptions influence how customers think and act. The stronger those perceptions are, the more likely they will be to influence purchasing decisions. • If you don’t understand consumer perception of your brand, you can’t effectively market your brand and grow your business. • By measuring your digital brand impact, you can: • determine whether your customers purchase your product, • recommend your company to others, or turn to the competition.

39. MEASURING YOUR IDENTITY (2)- Questions to Ask • How do you want people to feel or act in response to your brand message? • What can followers expect to see from you in their feeds? • What story are you telling with your content?

40. MEASURING YOUR IDENTITY (3)- Sentiment #1 • What Are People Saying About My Brand? • To understand brand health and take action on social conversations, social listening provides greater context with: • Themes that can expose purchase intent and preferences for product “flavors” • Keywords that can tell you which terms people are associating with your brand • Sentiment Analysis that can tell you whether the commentary around your brand is skewing positive or negative right now

41. MEASURING YOUR IDENTITY (4)-Sentiment #2 • Who Is Talking About My Brand (and My Competitors)? • A real-time, interactive social listening dashboard helps you: • Identify influencers and activate them to grow your share of voice against competitors • Enable your team to react quickly to opportunities and grow your business • Understand detailed demographics and psychographics so you know who your audiences are and how to better relate to them

42. MEASURING YOUR VISIBILITY (1) • How easy is it for your target audience to find you? • Step 1: Make sure you know who your target audience(s) are (chances are you have more than one). Some ways to do this: • Run a Twitter Profile Keyword Analysis: • There are already people following you. What are they into? They’ll let you know with their Twitter bios.

43. MEASURING YOUR VISIBILITY (2) • Run a Competitive Keyword Analysis: You want people to buy your product, not your competitors’. • Ideally, you’ll discover a segment you didn’t know you should be targeting. • For example, maybe you’re a yoga studio owner and you find that a studio near you offers acupuncture and a lot of their followers are responding to deals they’re posting, or they list “acupuncture” in their bio.

44. MEASURING YOUR VISIBILITY (3) • Find Your Most Active Followers: • Some people decided to follow your brand, then took a really long nap, never to appear on Twitter again. • Don’t despair! You can use the data provided by Twitter to find out which of your followers are wide awake and actively engaged with your brand. • These people are way more likely to enjoy any promotions you send out, share you content, and grow your following. • Define Your Social Personas: • Any time you collect information about your audience, it can help you define, or redefine, your customer personas. When your marketing moves at the speed of social, you may be catching fire with a new group, and only regular check-ins will keep you aware of that.

45. MEASURING YOUR VISIBILITY (4) • Step 2: Find out where your brand appears and how people are being referred to your site and digital properties • Step 3: Start measuring, and set up your benchmarks. Traffic metrics to pay attention to include: • Overall Site Traffic • Traffic Sources • Mobile Traffic • Click-Through Rate (CTR) • Cost Per Click (CPC)

46. MEASURING YOUR CREDIBILITY • These are some of the questions that you must ask if you wish to successfully manage your online reputation. • Is your business or brand well-known online? • How do people feel about you, and what do they think about when they come across your brand online? • What kind of content appears on search engine results pages, review sites, and social networks when your brand name is being searched?

47. Topic 5: Specific Cases / Organizations The next section’s slides are summarized from: LYNDA APPLEGATE, ROBERT D. AUSTIN, AND DEBORAH L. SOULE, CHAPTER 3: EXAMPLES OF IT IMPACT ON ORGANIZATIONS, IN CORPORATE INFORMATION STRATEGY AND MANAGEMENT: TEXT AND CASES, MCGRAW HILL, 8TH EDITION, 2009.

48. IT impacts – example 1: “LeapFrog” from California • Beginning (small-size) • Operation: outsource manufacturing to 7 Chinese factories; and shipping運輸and distribution分銷to global logistics全球物流公司 • From #15 toy company in 2000 to #4 in 2001, and #3 in 2002 • Eventually (grown to big-size) • Faces problems of control and talent人才management • IT was seen as key enabler推動者of • controlling operations, and • providing real-time information and analytical tool • to continue the steady stream不斷of product innovation

49. IT impacts – example 2:Con-Way, Inc. • IT can enable agility and control • Example: Con-Way, Inc. (freight貨運transportation and logistics company)has turned to IT to enable the real-time sense and respond organization and control systems needed to • Respond quickly while maintaining control of its global network維持其全球網管制 • Implemented • A single IT-enabled operating platform for streamlining, integrating, and synchronizing operating and management processes throughout Con-Way, and its network of shippers, receivers, and carriers貨主，接收，和運營商網. • Began to experiment with Wi-Fi (a std. for wireless LAN) system • Building radio frequency identification (RFID) systems to track parcel • These systems will provide real-time information and analytical tools to support decision making, collaboration, and control

50. IT impacts – example 3:- Phillips Petroleum (1) • IT can enable accountability and collaboration • The case of “Phillips Petroleum” (oil and gas company) • Attempt to maintain control over decentralized decision making by adding controllers in all business units to avoid the senior management oversight疏忽 • Over time – ended up having checkers checking the checkers. As competition and price erosion increased, slow-to-respond and costly authority structures and systems become a drag on innovation and on earnings