Social networking has become a massive part of society in the past decade more people exist on Facebook’s social network than live in the United States. MySpace kicked off this world of self-expression and communication. Now personally I have over a thousand friends on Facebook and it is constantly growing and I use Facebook to share all kinds of information and gain information from friends and companies I like.
When you think about Facebook you most likely will think about your friends and pages you have liked. Friends are your friends’ simple, right? Good, but pages you Liked is different this could be an artist, movie, song or a company. This is where the Brisbane Airport comes into effect, Brisbane Airport is on Facebook this would be a page you may or may not have Liked. Whether or not you Liked them there Facebook page is still there and by hitting Like on their page you will be able to access their photos, information and see what’s happening in the airport. The Brisbane Airports’ issue is that it doesn’t have enough likes and needs more.
There are many different strategies to get more likes on Facebook from simple things like making sure every part of your Facebook page has a like button optimising the chances of getting the Like button hit. The other things are make sure your entire social media accounts link up so having a link from Facebook to Twitter, Linkedin and your website page as well.
However the best strategy to gain Likes on Facebook is to offer deals for Likes, a good example of this is use for Krispy Kreme Doughnuts of likes on their Facebook for a free doughnut. This becomes a win win situation, the customer gets a free doughnut, however Krispy Kreme gets to flood their news feed with information trying to get them more customers and showing new doughnuts to get them back for more sales.
How can Brisbane Airport do this though?
Brisbane Airport is already asking for how to get more people into the shops within the airport, so easy offer deals so if the Facebook page is liked the customer might get 10% of the price by showing the Brisbane Airport page liked to the shop attendant. This gives the Brisbane Airport page more Likes and the shops within the Airport more customers. Once the Brisbane Airport has enough customers they hopefully can get more people flying by showing deals from Jetstar and so on to get more customers, or easy customer feedback on their flights and the stay in the airport. All of the information gained from customers can be used to enhance the airport and hopefully get to a point where nothing needs to be improved.
WE CAN ALL DREAM OF A PERFECT AIRPORT CANT WE??
Wikis? What is a Wiki? When anyone ever thinks of a Wiki they would assume Wikipedia, where Wikipedia is a form of a Wiki but isn’t the only form of Wiki online. But what are some of the CHARACTERISTICS of a WIKI?
- A Wiki encourages all users to edit any or all pages within the Wiki website by using simple Web browser keeping layout simple.
- Everyone is encouraged to create new Wiki pages for people to read and add to.
- Wikis are supported to have links from one topic to another so that different pages on similar topics can be linked together for ease of access to information.
- Wikis are not neat and created for presentations; they are made for everyone to understand it’s more of a non-stop collaboration that constantly changed as the information needs to be.
In other words a Wiki is essentially a website where information is stored and as the information changed people will change or add information to make it relevant, this can be done by anyone in the world no requirements needed. As shown below…
The use of wikis can help any company get basic important out with the ease of change. Some of the information on a wiki could be the owner of a companies name or the services of a company; however the information on a Wiki can be anything. In relation to Brisbane airport how can a Wiki help to solve an issue they have? One area where a Wiki can enhance the shopping within Brisbane Airport, via posting all the duty free shops on the Wiki. This would allow people to see the shops and what is being sold, this also give the shop owners the chance to update the wiki page to add specials and different deals for customers to encourage the people who fly to purchase goods inside the Brisbane Airport.
So a strategy which is going to be approached and used by the Brisbane Airport is,
- Gain a basic Wiki page and start off by adding basic information with a number of people helping.
- Get companies involved to constantly update the details for everyone to see.
- Encourage customers to edits the Wiki positively.
- Link other related Wiki pages to the Brisbane Airport page such as shops, other airports, plane details.
- Finally monitor the details for accuracy.
This week I will be going into detail about the use of microblogging to improve the overall operation of the Brisbane Airport.
Firstly microblogging WHAT ON EARTH IS MIRCO BLOGGING…
Microblogging is the posting of very short entries or updates on blogs or social networking sites. A very good example of this would be Facebook the way we all update our statuses on Facebook to inform everyone in Facebooks’ words “What’s on your mind?”
But how does ANY of this relate to the Brisbane Airport???
Just take a second and think, what is the first thing you do when you get off the plane when you travel? Turn your phone back on for one and check facebook, then look up at the tiny screen mounted on the wall, while being pushed and shoved just to see where your luggage is being dropped.
Facebook could be used in a much greater way than it already is for the Brisbane Airport. Thinking back to the luggage issue, if Brisbane Airport used one of many automated response programs this could in hance the flow of people moving in and out of the airport. My personal favourite is the SocialOomph this automated response program can be used for Twitter, LinkedIn and most importantly Facebook. SocialOomph could be used to send a Facebook message to all of the passengers who linked their Facebook to their flight, sharing details on where the baggage claim area is in relation to the terminal they disembark from and what conveyer belts the flights luggage is being loaded onto.
This saves time for passengers and allows the airport to quickly clear people from the terminal so the next flight can prepare to board. This idea could be linked into most parts of flying not just luggage from the terminal the flight is at, the location of check in and taxi ranks. However the reason I have focused on luggage is because while location information on where the baggage conveyer belts in important more important would be if baggage got lost. If your facebook was linked to the flight detail on your baggage could be messaged to you such as the baggage identification number, this could be used to message the airport and get an automated response on if your baggage has been taken to a holding bay or is missing altogether.
Return on investment?!?
This an ongoing discussion in the field of enterprise 2.0 so what is a return on investment or ROI in regards of enterprise 2.0. A expected outcome of an investment, and it used to evaluate the efficiency of an investment in finance and economics. To calculate the return of investment, the investment is divided by the cost of the investment and the result is expressed as a percentage or a ratio.
According to readwriteweb there are five main benefits of ROIs. They are,
- Reduce at-Risk revenue, Recover potentially lost customers. An example of this would be a airline flight which went wrong, the customer may have been rushed not offered adequate food and drinks while on the plane. This would leave them angry and when they fill out a online survey explaining what happened the airline could apologize and offer free flights to gain the customers trust again.
- Engage existing customers as sustainable engine for growth. This is when companies offer discount and rewards for loyal customers. This could be done by adding the company as a Facebook friend and when something is purchased upload it to their Facebook and get given coupons emailed to the customers Facebook.
- Reduce the costs of new customer acquisition. Show online through YouTube ads offering new customers discounts for joining the company.
- Engage employees. Reduce staff turnover and cost of hiring. Companies can use programs to measure the satisfaction and engagement among employees. This can be teased through how they work and act with media. If the is a issue with a employee the company will take the steps to insure they are being pleased.
- Reduce the cost of customer and employee feedback infrastructure. This could be done by using a real life person to listen to the complaint rather then a survey or a machine asking questions. This is more likely going to get better results as the frustrated customer or employee has a real people to discuss their issues with.
A case study, Youtube Ads
Placing ads on Youtube is an amazing way to get you business name out into the media. This is because the cost of an account to put your ad on Youtube is what the company wants to put in from $5 a day to $50 it’s up to you because there is no minimum cost. Where Youtube is a huge social media or web 2.0 tool it’s easy to be seen from millions of people. It’s easy to change your ad or update details in your video. Detailed reports will show who is watching and for how long, this is a simple way to find who your ad is targeted to. Also search engines can find your ad which allows more people to find you and a lot more people are purchasing online and looking online to find out what they want to buy next.
YOUTUBE! What will you think of next!
The business which I chosen to discuss has not fell victim to a risk rather an employee facing her job termination due to a company’s lack of knowledge of the risks of wrongful dismissal.
A risk of social media is the incident that Kimberly Swan faced when she posted on Facebook about “her job being boring” which lead to her employer Ivell Marketing and Logistics of Clacton, U.K. to send the following comment “Following your comments made on Facebook about your job and the company we feel it is better that, as you are not happy and do not enjoy your work we end your employment with Ivell Marketing & Logistics with immediate effect.” They left Ms. Swan stunned as she was fired due to personal information placed on the internet.
This makes me wonder! Was This Just? Was This Fair? And Why Is Her Personal Information Being Read?!?
Ivell Marketing and Logistics has a statement on their home page saying “We follow a zero tolerance social accountability standard,” (This has changed but simlar statement still exists) But was this an act of social accountability? The social accountability relates to a list of things and the closest in regards to this argument is the “free association” Is your Facebook a form of “free association” I think not!
This company got away with this firing with no fines or anything this is wrong and should be fixed because this company may or may not have been the “job” she as referring too it could have been the job her mum gave her to do! Anything no company names where dropped in the post and the assumption was made.
This company should review its statements made and consider the risks involved in wrongful dismissal. This company is only small but reputation will be lost and the point which was trying to be depicted was not only shown as power but as reckless behavior.
THIS NEEDS TO END!!!!
Who wants to join me and help find and fight matters similar to this?
Hey Guys, thanks for coming back 🙂
Firstly just wanted to say have any of you taken a risk to get something you wanted? I know the answer is yes and if it’s a no please go live your life!
So today I was thinking about what are the BENEFITS and what are the RISKS involved with Enterprise 2.0. the easiest way for me to explain this to you is to make two sections one for benefits and one for risks then compare.
Businesses can gain benefits from Enterprise in a number of ways (internal and external), these benefits factor across the whole business from marketing to sales.
- Productivity & Efficiency,
- Staff Engagement
An example of this would be Salesforce.com Inc., the company produced online customer management software, The business had a major issue when starting preparations for software updates, this is because the company was asking the customers for feedback but no formal way to determine which suggestions were worthwhile. However the company launched an application called IdeaExchange which allowed the users/customers to vote on the most important updates needed. This way it was fast and effective as the company could view the information online through this program.
“Half of the new features in each release now come from IdeaExchange suggestions that have been vetted by customers. Instead of holding big meetings to wrangle over features, developers can move forward knowing what the market truly wants.” (Bernoff, Li, 2008).
While the benefits seems unbelievable the risks hide in the shadows unless stopped out and brought into the light. These are:
- Loss of control
This makes me wonder as the biggest reason people will fail in enterprise 2.0 is taking the wrong tools for the job. For example Wal-Mart Stores Inc., through this would be a good idea to advertise our stock on Facebook and the sales to gain the attention of people and hear their requests for stock. The one thing they didn’t factor in was what if people don’t like Wal-Mart. The Facebook page was just a place for the people who disliked Wal-Mart to post comments about what they think and start discussions on what’s the worst part of Wal-Mart.
In the end it comes down to one thing:
ARE YOU GOING TO RISK IT FOR THE BISCUIT?
When talking about Web 2.0 people always seem to question what it really is, and I’m not going to lie you the concept can be confusing. However best way to explain it is to show you how they came to the idea of web 2.0:
Web 1.0 Web 2.0
DoubleClick –> Google AdSense
Ofoto –> Flickr
Akamai –> BitTorrent
mp3.com –> Napster
Britannica Online –> Wikipedia
personal websites –> blogging
evite –> upcoming.org and EVDB
domain name speculation –> search engine optimization
page views –> cost per click
screen scraping –> web services
publishing –> participation
content management systems –> wikis
directories (taxonomy) –> tagging (“folksonomy”)
stickiness –> syndication
Hopefully that helps to explain it in more detail; however the main idea of web 2.0 is more the idea of people interactive with one and another via wikis, peer to peer networks like BitTorrent and BLOGS like right now. These concepts of blogs, social networks and wikis are all types of web 2.0 tools.
Now talking about how the use of web 2.0 tools can help increase personal productivity. As silly as it sounds I have never really used Skype so downloaded it and gave it a go. It shows in multiple ways how to interact with people for friendships to business calls this is something people should be using a lot more. Looking at personal productivity outside of the box such as using web 2.0 tool PEERtrainer this allows users to sign up and update their training logs, share with friends, get tips from personal trainers and so on. This site is amazing I just started up and it’s a great way to get active and show it off in a environment you won’t be ridiculed about how much you work out and love your body (Where Facebook users RAGE at photos people guys with shirts off and SIX packs no harm done). In the end no matter what you are doing Web 2.0 is you it helps you get stuff done and share your ideas with friends, family, co-workers or even the world.