Dynamic Process Analysis
A dynamic process is a process that can adapt to changes quickly by using real time data and flexible workflows. This way to create an effective process is displayed in Figure 9-9 in textbook Using MIS 2021 Twelth Edition by David M. Kroenke and Randal J. Boyle. The dynamic process that we will be focusing on is Amazon’s marketing process. Amazon’s process is pretty straightforward, and clear to see from a customer perspective. To briefly summarize it, Amazon collects and analyzes data as the customer engages with their website. Their goal is to market to their consumer in a way that will result in a purchase more often than not. To do this, the website will gather customer information such as their email, address, habits, interests, and so on, over an extended period of time. With this information, they will suggest specific products to that consumer in hopes that they will purchase it. If and when they do make that purchase, Amazon will store that data as well.
Later on they will utilize emails and notifications that tailor to the customer, alerting them of sales, new products, and more. Within a few days of receiving the product, Amazon will send a specific email, asking the customer how they liked the product, and suggest that they leave a review. This allows Amazon to promote and recommend products that customers often enjoy, keeping their customers satisfied and coming back for more. This helps to create a more personalized connection between the website and the user. One example of this is Amazon's home page. After giving Amazon your name, it will begin to address you using your name in the top right-hand corner near the your cart. Additionally, it will display messages like "Hello, [Insert Name]" or "Welcome Back, [Name]", and show you where you left off in your last visit to the website. This can give a customer a sense of comfort and familiarity that will keep them engaged with the website, and wanting to come back.
On a broader scale, Amazon will pay influencers to recommend and review products on social media. This allows for cheap, easy, and consistent promotion to amazon users and non-users. For non-users, upon creating an account they will be recommended to subscribe to the Amazon Prime loyalty program which grants them access to free shipping, sales, and overnight delivery. This helps the customer, but is also an incentive for a customer to buy more products, which in turn gives Amazon more information about that user.
Amazon also invests money into SEO (Search Engine Optimization) to appear at the top of the list when any user on Google searches up a product. Lastly, to round up as many customers as possible from outside the company’s regular users, Amazon runs seasonal events, campaigns and promotions such as Prime Day, Cyber Weekend, etc.
One Social Media Information System that supports this process is Facebook. Facebook typically will come up with sponsored ads of products that have been recently searched for in the form of a traditional post. When scrolling, one may see ads of products they’ve recently bought, searched for, or even talked about. Here are some examples of these kinds of ads, sample forms, and reports:
Define Goal
Use social media updates to spread corporate culture and attract more people，Attract more potential employees and partners to enhance the brand image
Measurement criteria:
Social media engagement rate (likes, shares, comments).
Increase the number of followers and page views.
Number of job applications and inquiries from potential partners.
Positive brand feedback (increased customer satisfaction and employee satisfaction)
Service target:
Potential Employees
Public and customers: People interested in Amazon's brand, innovation, and operations
Value
Convey a positive corporate culture and career appeal by showcasing CDW5's efficient operations, innovative technologies and employee experience.
The stories of employees' career development and teamwork make the audience feel the core values of Amazon's "humanized management" and "technology-driven efficiency
Make Personal Connections
Engage with your audience on social media platforms, answer questions and invite them to visit the CDW5 sorting Center.
Hold online events, such as live employee stories and Q&A, to show real work scenes.
Share warm content about employee celebrations, teamwork moments, and more.
Gather and Analyze Data
Track engagement rates, exposure, and audience growth data through social media Analytics tools such as Facebook Insights and LinkedIn Analytics.
Gather feedback from candidates about their perceptions and interests in the company culture.
Example of Personal Connections for Amazon CDW5
If I want to work in a warehouse, I will make a further choice by looking at the activities and culture of the company on insgram, so if the content on social media is attractive to me, I will have a stronger desire to work here
Issues with the Social Media Plan
The content strategy may not differentiate effectively between target audiences such as job seekers, partners, and the public. Generic content may fail to resonate with specific audience needs.
Infrequent updates or inconsistent engagement may reduce audience interest and visibility due to social media algorithms.
Content may appear overly corporate, missing opportunities to showcase the human side of CDW5. Audiences value authenticity and relatability.
Recommended Improvements
The content strategy may not differentiate effectively between target audiences such as job seekers, partners, and the public. Generic content may fail to resonate with specific audience needs.
Infrequent updates or inconsistent engagement may reduce audience interest and visibility due to social media algorithms.
Share employee testimonials, success stories, and workplace achievements.
Target audience:
- Engagement Metrics: Likes, comments, and shares on posts related to operations, job postings, and community initiatives.
- Application Click-Through Rate: CTR on job postings to gauge recruitment success.
- Follower Growth: Increase followers, particularly those interested in logistics, supply chain, or local updates.
Target audience:
- Current and prospective employee
- Local government and community
- Logistics and supply chain enthusiasts
Provide for the audience：
- Sharing behind-the-scenes looks at the package sortation process and how Amazon ensures efficiency.
- Share the company culture, so that the audience can understand the company exactly
- Share insights into logistics, supply chain and warehouse technology.
Amazon CDW5 can use Google Analytics to track the source of traffic related to work pages or local events. For example, traffic data attracted through social media ads or posts can help understand what content is most effective in engaging visitors or potential job candidates. On Facebook, Amazon CDW5 can leverage Page Insights tools to monitor post interactions related to community projects or employee stories, including likes, comments, shares, and more.
- Value of social capital is the Number of relationships, strength of relationships and resources controlled
- Social Capital= Number of Relationships x Relationship Strength x Entity Resources
We have 150k followers in insgram. Click-Through Rate helps gauge the success of recruitment efforts. For instance, a job posting with a 5% CTR indicates significant interest among viewers. Growth in followers, particularly those interested in logistics, supply chain operations, or local updates. For example, the page’s follower count increased by 15% after sharing a community event. Local Influencers: Partnerships with logistics experts or community leaders who amplify the company’s reach.Example Influencers: Professionals in the supply chain domain who engage with posts and share insights.Aim to attract talent by showcasing company culture and career opportunities.Build partnerships and trust through posts highlighting community initiatives.We had 2,770 likes and 826 retweets, which means tens of thousands of people saw what I was sharing, many of them people with a strong interest in the work
Slack is used at CDW5 as an Enterprise Social Network or ESN to streamline internal collaborations and comunication. Slack includes features such as instant messaging, project channels, and file sharing. In the warehouse it is used to coordinate daily operations, update sortation metrics and address operational problems. Slack also connects CDW5 with fellow Amazon facilicities to create collaborations with other warehouses. By using this platform CDW5 shows principles of the enterprise 2.0 modle. Enterprise 2.0 is often characterized by the mnemonic SLATES. SLATES stands for, Search, Links, Authoring, Tags, Extensions, and Signals.
An Enterprise Social Network or ESP for short is an internal platform within a company in order to communicate and share information. Amazon uses their own platform called Slack. Enterprise 2.0 is the normalization of using Web 2.0 technologies such as wiki, blogs, and social networking as tools for business. Enterprise 2.0 is often characterized by the mnemonic SLATES. SLATES stands for, Search, Links, Authoring, Tags, Extensions, and Signals.
Amazon CDW5 monitors its SMIS security concerns by implementing strict policies to protect breaches and control the flow of information. Amazon has social media guidelines so the employees know what they can and can not do/say on social media platforms. There are also policies in place for handling inappropriate content and bad reviews. These policies include prompt responses to bad reviews and potential removal of inappropriate content. An example of an Amazon approved way to handle negative reviews in a 7-Minute you tube video, ‘How to Respond to Negative Amazon Reviews in Seller Central” posted by Sumner & Ali | Online Business Coach. Some examples of how to handle bad reviews described in the video include, contacting the buyer, automated messages, and offering a courtesy refund.
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