4th Business Studies

Knowledge and Strategy Management

Stenics Media Web 2.0 Solutions

Contents
The Company ................................................................................................................. 2 Problems ........................................................................................................................ 3 Maintenance: .................................................................................................................. 3 Dependence on E-mails: ................................................................................................ 3 Lack of Man-Power: ...................................................................................................... 4 Social Media Coordination and Promotion: .................................................................. 5 Proposed Solutions......................................................................................................... 6 Conclusion ................................................................................................................... 16 Appendices ................................................................................................................... 17 Organisational Structure .............................................................................................. 17 Process Map - Before ................................................................................................... 17 Process Map - After ..................................................................................................... 18 Login Details for Stenics Media .................................. Error! Bookmark not defined. Resources ..................................................................................................................... 19

The Company
Stenics Media was set up by Nicola Byrne in 1998 as a media provider. It owns the advertising rights on all Eircom phone-boxes in the Republic of Ireland and sells these spaces to media agencies and companies alike. The company comprises the CEO, Nicola Byrne, the Marketing/Sales Manager, Client Service executive and the external maintenance team who oversee the posting of campaigns on phone-boxes, and report back on changes or issues. The organisational structure is relatively flat; mainly due to the small number of staff.

The external maintenance team is responsible for the posting of the campaigns every 2 weeks for the client. They are obliged to do this in time (most campaigns are timesensitive so this is a particularly important issue) and to report any issues or discrepancies in the phone boxes. This can relate to anything from

damaged/vandalised kiosks to the total removal of them.

The database of phone-boxes is controlled via an Excel document that is passed around the company via e-mail. The formulation of campaign options is carried out via e-mail correspondence between the Client Services executive and the clients (agencies). When an option request is sent in, the executive checks the Excel database to assemble the site list based on the clients request. This site list is then checked off other optioned site lists to see if those kiosks are still available. Amendments are made until the list reaches the clients conditions and that list is then sent to the client.

If the client replies with issues pertaining to those changes, then further amendments are made until they are satisfied. This entire exchange is carried out via e-mail. All other correspondence with clients (both existing and potential) is carried out via email, phone-calls and on-site visits. This has created some issues regarding the quick execution of urgent needs for amendments to campaign options.

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Problems
Stenics Media has a large database for their product on a nationwide basis. There are over 1,000 phone kiosks in total to be monitored every day and in such a rapidly changing environment, where these kiosks can be removed or damaged without warning, a more efficient, real-time monitoring system needs to be put in place.

With the number of interested parties, such as the sales staff, the clients who want the best kiosks in the best locations, and the maintenance staff who deliver and post advertisements on the companys behalf on the day of campaigns, there are a number of issues we have recognised regarding the companys processes:

Maintenance: With the dwindling use of these phone boxes for their traditional purpose (to make phone-calls), the company is now facing issues with the removal of the kiosks, and the resulting cost to business. This issue has been exacerbated by the lack of communication between the Admin/Sales staff, maintenance staff, and external parties. As you can see from the (rather convoluted) process map, there is no process in place to regulate or encourage maintenance staff to report issues to Administration.

This leaves the company in a difficult situation as they have to rely on these external individuals reports (or lack of), and a lot of information can be lost out on. The lack of information flowing in has left the company re-suing existing knowledge and procedures, thus leaving them unprepared for the unfamiliar. Many issues have arisen in which kiosks were removed without the companys knowledge, or they were damaged and deemed unusable despite the fact that they were booked for a specific campaign. It is clear that new communication measures need to be put in place to ensure the more efficient posting of campaigns, and to avoid any further confusion relating to where phone boxes are to go.

Dependence on E-mails: As of now the organisation conducts all its internal (transfer of files, disclosure of orders/options, meeting schedules, etc.) and external (taking and amending options, Page | 3

information regarding price changes, etc.) correspondence via e-mail. While it has some benefits in terms of quickness and cheapness, it has some disadvantages in terms of efficiency. People arent always available to open their e-mails. A number of urgent requests for changes to orders, cancellations or other issues (going back to the issue regarding the maintenance of the phone boxes), can arise, and cannot be dealt with until the Admin team have been notified.

A more automated system which allows safer and more efficient, collaborative updates and amendments to orders needs to be initiated in order to solve this problem and encourage a more fluid, less time-consuming communication process between the company and its clients.

Lack of Man-Power: As you can see from the organisational chart, the structure of the company is rather minimal. This is down to the lack of man-power in the company. As of now the Sales/Marketing and Administration work is all done by one person, that same person taking control over several major accounts. This leaves huge responsibility on one persons shoulders, and human error can be rife. The under-developed filing and network system also contributes to this. This then goes back to the issue with codification of information. As there is less support available for individuals they tend to be less prepared for extraordinary situations. While they do sell a relatively standard product, the advertising//marketing industry is a highly unpredictable, dynamic one, which needs the upmost in innovation and engagement.

The changing nature of the advertising industry means amendment requests and cancellations occur frequently and concurrently. This can leave huge risks of mix-ups and overlaps on certain campaigns, and huge confusion for the company and the clients. If more personnel were on hand to be delegated to different accounts, and a more customised system in place to differentiate these clients was in place, we are Page | 4

certain that this will allow individuals to deal with this complexity better, reducing the risk of human error, and ultimately increase peoples motivation in work, as they will be able to focus on the work at hand.

Social Media Coordination and Promotion: Stenics Media uses Facebook and Twitter as platforms to showcase some of the latest campaigns to the general public and to clients, and to generally raise awareness of the company. They also use LinkedIn as a way to evolve their professional profile, and to promote their services to agencies, companies and individuals in their network. Once again, the lack of man-power comes to play. There is only one person available to contribute to all three platforms, and the lack of integration among these platforms leaves a rather inconsistent stream of communication available.

Each platform has its own benefits: Twitter for tracking industry trends, Facebook to promote the company with visual aids, and LinkedIn to search the market and keep key individuals in the loop.

However, the lack of integration means the use of one platform means sacrificing time spent on another. We feel that a more coordinated networking tool/platform will ease the pressure on individuals, and will allow them the real-time tracking opportunities needed to keep up with industry trends and customer/competitor activities.

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Proposed Solutions

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Wikis are platforms that businesses can use to make information available internally or externally via the Internet.

However the fact that everyone with access to the page can change it makes it possible for misuse such as writing inaccurate details and deleting relevant information. This can be avoided by giving one person a moderating role on the page.

Stenics Media would benefit from using a wiki for maintenance. The wiki could replace the existing Excel document that is passed around the organization. Instead, when a request comes in, it would be possible to search through the wiki to see which phone booths are available. The booking of a phone box would be registered instantly which would avoid double booking. Today Stenics Media has a problem with knowing if a phone box has been damaged or removed. This can be registered on to the wiki when discovered which would minimize the risk of renting out space on an unusable phone box. The wiki has a page for every county with the 26 2 week cycles within the page. For example; The sales rep will open the Limerick page, upon receiving a request for 20 kiosks for Cycle 4. The rep will then open the Cycle 4 tab, and mark the 20 selected kiosks as unavailable. This will be seen by the rest of the company when referring to it for other requests. The maintenance team will also have a designated space on each wiki page where they can comment on any issues, such as a particular kiosk being damaged or removed. This will also be seen by everyone in the company, which will encourage action to be taken to resolve the issue. This entire process will help prevent double booking of kiosks through a more interactive, collaborative process that links everyone in the company. It will save the company any embarrassment of booking any damaged or removed kiosks. Page | 7

Appmakr is a tool that makes apps for smart phones. The application made from Appmakr is based on feeds from a website. The app makes it easier to communicate externally. Appmakr also have a feature which makes it possible to order applications from them, that they build based on requirements. Stenics Media would benefit from using Appmakr by creating an application for maintenance workers that would be linked to the wiki. The app is an easy way of communication when out in the field working with the phone boxes. Using the app would make it easier for the maintenance staff to communicate messages quickly to the rest of the organization. The tacit knowledge in what specifics to look extra on at a particular booth could in this way be codified making it easier to relocate or train maintenance staff. Using an application rather than a normal website for the wiki will make it easier for the maintenance to directly submit information on the go, and the app can be accessed via a 3G network, even if Wi-Fi is not available. The application would also be more user-friendly on the phone than on the normal wiki page. One issue we recognised is that the app requires that everyone using it has a smart phone. This can result in extra cost if the company chooses to use it as a part of their internal communication.

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Dropbox is an online virtual storage utility that allows one to make his/her files accessible from almost anywhere. Dropbox can be installed on any computer, as well as accessed online through any smartphone with Internet access.

Data backup and storage, file synchronisation and file sharing are the three main services provided by Dropbox. We recommend that Stenics use Dropbox in order to resolve the issue of Dependency on E-mails. This will allow the company to achieve more fluid, less time-consuming communication with its clients. Dropbox would allow the company to keep their files safe and secure; access files faster and more efficiently, share files and collaborate both internally and with external clients and key individuals quickly and easily. This will be particularly important for sensitive materials such as invoices and creative materials to be sent to printers.

The only issue we recognise is that the other clients, or other individuals the company wants a connection with, would need to download the Dropbox feature. We hope to resolve this issue through enhancing communication and rapport via other Web 2.0 communications such as Social Media and Skype, which will be explained in more detail later.

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Skype allows for real time communication using video and voice calls, instant messaging, files and screen sharing. Skype is free of charge and can be installed on any computer, tablet or smartphone device with internet access. Stenics Media does not have any instant and real time communication system with their customers in place. As mentioned earlier, people arent always available to open their e-mails. Urgent requests, cancellations or other issues cannot be dealt with until the Admin team have been notified. We believe that Stenics Media can benefit from the use of Skype in the following ways: 1. Skype as an Instant Message Tool It would allow for real time collaborative updates both internally and externally. It is instant, free of charge and easy to use. 2. Skype as a Person-to-Person/Conference Calls Tool As it is free of charge, it would decrease the costs associated with the phone calls within Stenics Media. With the purchase of Skype credits, there is an option to call landlines and mobile phones, with the rates being significantly lower especially for international calls. Conference calls would allow Stenics Media to collaborate with their suppliers and customers which would provide for improved communication and less misunderstandings or mistakes being made. 3. Skype as a Screen and Files Sharing Tool Skype will be used as an alternative to Dropbox, accommodating those who do not have the Dropbox. It will be used to share important files like invoices, optioned and booked site lists and creative materials, with the added advantage of screen sharing. This will allow them to interact and collaborate over these files real-time.

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Hootsuite is a social media dashboard that allows the integration of social media accounts like Twitter, Facebook, LinkedIn and RSS feeds. It allows the company to control multiple accounts at one time, with features such as scheduled messages and posts, and task management. We have prepared such an account for Stenics Media with a Twitter, Facebook and LinkedIn profile (Exhibit 1). All 3 accounts are pooled together on 1 dashboard, allowing the user to monitor and control these accounts with ease. Messages can be synchronised and scheduled, which means less time is taken trying to control the three separately. This is accessible from any browser. This all allows the coordination of social media activity for Stenics, allowing for a more structured, consistent dialogue with its market. By creating a more efficient, real-time system such as this, Stenics Media can keep track of market and industry trends, and of their own public profile. Hootsuite offers tools such as key word trackers; a Twitter exclusive Mention timeline, which allows them to monitor activity and conversation surrounding their own activity (i.e. Feedback, discussion, etc) and a Direct Message (DM) timeline to keep track of any personal, or more in-depth interaction with interested parties. The Facebook link also offers a Wall Posts feed. These different feeds, which are all updated automatically and concurrently, will allow the user to keep track of trends, the activity of key personnel (customers, competitors, potential clients, etc.), monitor the companys own profile through tracking the number of mentions and social interaction it has on a given day, and see how people are reacting to their services. This all allows Stenics to build an information-rich database of customers, clients, and, indeed, potential employees. Facebook, of course, offers more visual benefits for the company, which poses great opportunities in terms of showcasing their existing campaigns, and raising their public profile. Utilising Hootsuite for this purpose will allow them the time to follow up on leads, draft messages/posts, and create both public and private lists and accounts to keep track of. This all allows them to be more focused in how they target specific stakeholders (clients vs. general public, investors, etc.). Page | 11

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LinkedIn has its own benefits outside Facebook and Twitter. It allows Stenics Media to be part of a more professional network, giving them opportunities to showcase their product and promote their credentials as an organisation. Here they can specifically target clients for future business, follow certain companies and individuals to keep track of competition and market trends, and to promote their services directly to these key individuals/companies. In the account we have prepared for the company (which is also integrated into Hootsuite), we have given an example of the kind of activity they would take part in.

Stenics Media offers unique ambient advertising opportunities for media agencies
and companies alike. Feel free to get in touch or check out stenicsmedia.com for our rates.

LinkedIn comprises more professional information, such as rates, upcoming events, previous activity and contact details for interested companies.

Facebook and Twitter on the other hand, will act as an external dialogue for the company to raise public awareness and generally build its public profile. LinkedIn will also allow Stenics some headhunting opportunites to resolve the manpower issue. Page | 13

Again, Hootsuite will allow Stenics to integrate and control all this activity, and ensure that each service has the time needed dedicated to it.

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SlideShare is an online slide hosting service for sharing presentations and documents. Presentations can be embedded or shared on blogs, websites and other social media networks such as Facebook or Twitter. It offers an option to share the documents privately or publically. Stenics Media can avail of the SlideShare services by promoting and showcasing their work free of charge. It would be a great way of increasing Stenics Medias general brand awareness, building its public image. We would recommend the slideshows to be embedded in their website and social media such as above mentioned Facebook and Twitter.

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Conclusion
We recognised many issues that made Stenics Media processes inefficient and error prone. Through the implementation of certain collaborative Web 2.0 applications, we are confident that these issues can be resolved. Wikis and AppMakr will allow the efficient internal operation of the organisation and the maintenance and monitoring of the phone kiosks in the fast moving market. Skype and Dropbox will allow safer and more secure file sharing; easing Stenics of their dependency on emails. Hootsuite allows Stenics Media to integrate all their social media activity ensuring a consistent external stream of communication of the company. LinkedIn will allow them to build a professional profile, integrate with key individuals and head hunt for new staff to resolve their man-power issues. Finally SlideShare will act as a source of promotion, again allowing them to build general awareness and brand image. This will all be advertised and managed via their Social Media activity and the main website. Ultimately the network built through these tools will allow the more efficient, interactive operation of Stenics Media.

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Appendices Organisational Structure

Process Map - Before

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Process Map - After

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Resources
Skype.com Using Skype for Business [online], available: http://www.skype.com/intl/en/business-user-guide/pc/#essentials/intro/ [accessed 21/03/12] American Express Company (2012) How to Use Skype for Business Communications [online], available: http://www.openforum.com/ideahub/topics/technology/article/how-to-use-skype-for-business-communications-1 http://www.youtube.com/watch?v=OFb0NaeRmdg [accessed 20/03/2012] Constant Contact (2012) Social Media Glossary [online], available: http://www.constantcontact.com/learning-center/glossary/social-media/index.jsp [accessed 21/03/12]

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