START TO SPARKSocial Media in Retailing Proposal

@SparkNZ !

Presenter : Cher (Hexue Wang) ID: 14845447

2014…… !February: Telecom announces a name change to ‘Spark’ !August: Launch campaigns to better reflect the company's new direction and aspirations.

fixed line network Mobility

Data

Music Internet TV

Cloud Service

“Spark is a word that has life and energy, and links to the

creativity of New Zealanders, the modern tech economy

and our desire to enable our customers to thrive.”

------ Mr Moutter

From: http://www.spark.co.nz

AUDIT OF CURRENT SOCIAL MEDIA PERFORMANCE

Integrated media platform

Integrated media platform

Video release platform

Image sharing platform

News Announcements

Launches Videos Pictures

Real-time News Announcements

Launches Videos Pictures

Co-creation

Video Launches Video News

VideoEducation

Pictures Co-creation

Announcements

Engagement Rate Interaction Rate

156,985 Likes 31,100 Tweets 34,300 Followers 562 Subscribers 294 Posts

3829 Followers

From: Spark social media platforms

AUDIT OF RECENT CAMPAIGNS

New Brand platform: Never Stop Starting

Customer Rewards Campaign: Thanks (ATM)

New crowdfunding initiative: Spark My Potential

iPhone 6 Launch Campaign: #sparkemojiqueue

Online Offline Interaction Long-termFrom: http://www.spark.co.nz

Customer Insights�

Large & Loyal & Matched Customers�

?�Product &

Service Potential �

?�?�Reasonable

Platform Construction�

KEY THEORIES AND CONCEPTS RELEVANT TO USE OF SOCIAL MEDIA

From: social@Ogilvy From: NDA

As firms look to forge stronger connections with their customers in a competitive marketplace, the use of social media tools can dramatically influence firm performance through customer engagement and the value created from customer interactions (Trainor 2012).

Value co-creation demands a change in the dominant logic for marketing from ‘selling, making and servicing’ to ‘listening, customizing and co-creating (Payne, Storbacka, & Frow 2007).

Increasingly, New Zealanders are using the web everywhere we go . So the challenge for many organisations is to create an engaging and consistent experience across multiple platforms . (Report: The Engaged Web in New Zealand 2012)

Users expect more interaction online to keep them engaged, and sticky content is a pleasant distraction that demonstrates a depth of expertise, and an amount of credible content that goes above and beyond what is expected . Often providing multimedia content such as videos makes a site more engaging and encourages people to stay, giving users alternative ways of interacting with information, while giving organisations new opportunities to attract and inform their audience. Sticky sites include an array of content like real-time news, social media feeds, quizzes and polls, competitions, tutorials and testmonials, discussions and debates, business resources and tools, and lifestyle content such as weather updates or guest contributors. (Report: The Engaged Web in New Zealand 2012)

Model of customers’ motivators contributing to a positive attitude towards co-creation.

(Leonine A. Brünink 2013)

STRATEGY PRESENTATION - 5C FRAMEWORK

Co-creation�

Content�

Consistency�

Conversation�

Community�

Collaborative innovation User-generated content

Think like the customers Keep it simple and concrete Be unpredictable Provide multimedia content Go Interactive

Gather customers by interests Identi fy and delegate KOLs

Make profiles inviting Insert retweetable words Ask questions Invite feedbacks Stay positive and high

Use the same profile pictures Keep all of the platforms up to date Connect all the platforms together 

Customer Insights�

Large & Loyal & Matched Customers�

?�Product &

Service Potential �

?�?�Reasonable

Platform Construction�

Literatures !Leonine A. Brünink. (2013). Co-creation: Customer Integration in Social Media Based Product and Service Development. Procedia - Social and Behavioral Sciences 148 (2014) 383 – 396 !Payne, A. F., Storbacka, K., & Frow, P. (2007). Managing the co-creation of value. Journal of the Academy of Marketing Science, 36(1), 83–96. !Trainor, K. (2012). Relating social media technologies to performance: a capabilities-based perspective. Journal of Personal Selling and Sales Management, 32(3), 317–331.

!On-line References Intergen (2012). The Engaged Web in New Zealand 2012 Retrieved from http://www.intergen.co.nz/Global/Documentation/Engaged%20Web/2012/Engaged-Web-Report-2012.pdf !Francis, G., & Douglas, B. Community-Powered Problem Solving. Harvard Business Review. Retrieved October 5, 2014, from http://hbr.org/2013/04/community-powered-problem-solving/ar/1 !Payne, A. F., Storbacka, K., & Frow, P. (2007). Managing the co-creation of value. Journal of the Academy of Marketing Science, 36(1), 83–96. !Roger Christie (2012). Web 3.0 Conference Social Media Strategy Workshop Retrieved from http://www.slideshare.net/rogerchristie/social-media-strategy-socialogilvy-workshop-at-web-30-conference

Spark official website. Retrieved October 5, 2014, from http://www.spark.co.nz

REFERENCES