2. 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 InternetTV
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
3. 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
31,100Tweets
34,300 Followers
562 Subscribers
294 Posts
3829 Followers
From: Spark social media platforms
4. 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
5. KEYTHEORIES AND CONCEPTS RELEVANTTO 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)
6. 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
Identify 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
7. 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
