Social Media and Mobile Communications Benefits for Organisation
Social Media and Mobile Communications can help organisations in multiple areas especially in idea to market and market to order functional areas as well as in overall organization’s growth objectives. Let’s go through various areas to understand how social media and mobile communications benefits in those areas,
Idea to Market
Idea to market area covers the business functions related to research, innovation, and product creation. As the name suggests it looks into functions that help an organisation is bringing new products and services to customers and consumers.
Research requires organisations to understand problems and issues faced by the customers and consumers and develop new products and services that can help provide solution to the problems and issues.
Social Media and Mobile Communication platforms can be used for studying and collecting information on problems and issues faced by customers and consumers. This when combined with market intelligence data, will help create value proposition for an organizations’ future direction as well as products and services. The social media and mobile communication platform can be used internally in an organisation to create an online community / network forum of researchers and business stakeholders for effective collaboration and communication.
The next step of research is innovation where the organisation develops or acquires the capabilities required for new products and services to meet the needs of customers and consumers. Innovation involves idea generation, new product prototypes creation and testing.
Social Media and Mobile Communication platforms can be effectively used for idea generation and comments from customers and consumers. The platforms can also be used for improving brand image by flashing innovations and selecting some online customers and consumers to test and improve the new innovation prototypes. The social media and mobile communication platform can be used internally in an organisation to create an online community / network forum of researchers and business stakeholders for effective collaboration and communication. The platform can also be used to share the innovation with company employees and staff to get their first hand comments and involve some of them in prototype testing and improvements.
Product and Service Creation
The next step from innovation is product and service creation. This is done when the innovation is confirmed by business stakeholders and marked as ready to be mass produced as a product or made available as a service.
Social Media and Mobile Communication platforms can be of little help during this stage. The social media and mobile communication platform can be used internally in an organisation to create an online community / network forum for effective collaboration and communication during product creation process steps.
Market to Order
Market to Order area covers the business functions related to marketing, sales and service. As the name suggests it looks into functions that help an organisation in bringing new products and services to customers and consumers, selling the products and services and provide post sale service to consumers. Most of the customer relationship management (CRM) activities are part of market to order function.
Marketing and Sales
Marketing and Sales function in a nutshell is responsible for public relations (PR), product and service launch, campaigns, advertising, contests, promotions, market surveys, order management and sales. Marketing and Sales is one of the important functions that helps generate direct value for the organisation through its products and services. The last step of an effective marketing is to ensure the sell is accomplished. Sales have focus on lead generation and conversion as well as acquisition and retention of customer and consumer base.
The Social Media and Mobile Communication platforms can be extremely useful for marketing as they are easiest and free platforms through which organisations can do product launch, campaigns, advertising, contests and brand positioning. The platforms help organisations reach and engage not just their current consumers and customers but also potential further consumer and customer base. The platforms can be used for improving companies brand image and public relations. Important though is to ensure the contents published are simple and honest and kept up to date. Also important is to ensure any questions and queries from consumers and customers are dealt with in real time cause failure to do so could bring bad publicity as well. The platforms can also be used for publishing paid online advertising through respective platform owners to have organization’s new product and services shown on relevant pages.
Ones the product is sold the after sales service function comes in play to provide post sale services to consumers and customers based on agreed warranty and guarantee communication of the product and service. The service function of an organisation helps in providing product and services feedback in terms of improvements and issues to get them fixed in next releases, customer and consumer retention through good quality service and support and generating value through extended period warranty sign ups. Service is extremely important as this is the function that helps collect consumer and customer information as part of its product registration function which is now done online for most of the companies and while doing this, companies can easily get consumer and customer agreements to share new products and services with them on periodical basis through email, written and social media platforms. This function also get consumer and customer connect to organization’s online social media community and platforms.
The Social Media and Mobile Communication platforms can be extremely useful for service function as this function helps bring consumers and customers close to organization’s online presence sites through product / service registration and support. Organisations can them using their contacts as well as part of registration, make them join their social media platforms, bring product launch, promotions and other relevant information to consumers using these platforms. Organisations have also started using Social Media for sharing online product and service usage videos which can be viewed by consumers and able to use the products to their full potential. Many organisations have gone one step ahead and are allowing consumers and customers to share their product usage videos and tips online so that the whole community can learn from each other and become more effective. These services forums are also helping in collecting online product feedback and improvement ideas as well as problems and issues that can help organisation is coming up with new product and services. Organisations are increasingly enabling their services using social media and mobile communication platforms like Facebook and twitter integrated service network that helps provide real time and fast solution to consumers and customers.
Order to Cash
Order to Cash area covers the business functions related to supply chain management and receiving the money from consumers and customers for the products and services marketing, sales and service. As the name suggests it looks into functions that help an organisation in delivering the goods and receiving money for products and services from customers and consumers. Most of the supply chain management (SCM) activities are part of market to order function.
Supply Chain Management
Supply Chain Management function is a vast and an important function for an organisations operations management. This links to delivery of goods to the customers and consumers. The function largely looks in warehousing, logistics and transportation management activities.
Social Media and Mobile Communication platforms can be of little help during this stage. The social media and mobile communication platform can be used internally in an organisation to create an online community / network forum for effective collaboration and communication during the whole supply chain management function. The social media and communication platform can also be used for communicating with all the distributors and retailers as well as 3PL partners to effectively collaborate and communicate on shipment and delivery in real time.
Billing function is the last and important step of collection of money for good delivered to consumers and customers. It involves issuing the invoice to consumers and customers and receiving money for product and services sold. For services this could be one time or recurring yearly money that the organisation receives.
Social Media and Mobile Communication platforms can be of little help during this stage unless the organization’s product and service sales are online and customers are reachable on social media platforms for communications. In cases of online ecommerce sale and services the social media platform can be used to inform the consumer and customer of delivery status and billing status. Although organization’s have not gone this far, it would become reality soon as already when we use PayPal type of service for online payment we receive alert on smart mobile device through their mobile application of payment sent and payment received. This helps organisation to become more real time and faster towards their consumers and customers.
Supporting functions in an organisation are Human Resource Management, Information Technology, Finance and Accounting, Legal, Real Estate etc. These functions are essential for an organisation smooth operations management.
The Social Media and Mobile Communication Platform like SocialCast and other equivalent solution providers can help the organisation by providing a place where employees and staff can create meaningful and relevant social community groups/networks. These social communities can help organisations in sharing information, experiences, engagement, team building, innovation, business improvements, best practice sharing and many other internal areas that help an organisation become a world class enterprise for internal as well as external community. The social media platform can help communicate and gather employees views of work culture, products and services and sharing their own story on how the organization’s product and services helping them and their family.