1. Giving and Getting
Marketing Strategy
BUSI48070: Applied Consultancy Project
2015-16
Supervisor: Joanna Booth
Group Members
Abhishek Doshi: N0662560
Apurba Ghosal: N0657311
Othniel: N0480665
Jiahui Rong: N0652456
Le Que Phuong: T0009946
Mengying Li: N0660704
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Table of Contents
EXECUTIVE SUMMARY......................................................................3
RESEARCH PROCESS.........................................................................5
SITUATION ANALYSIS (PEST & SWOT) .....................................................7
BUSINESS TO CONSUMER (B2C) MARKETING STRATEGY ....9
FREE OPTION .........................................................................................9
SOSTAC FRAMEWORK FOR B2C .............................................................9
SITUATIONAL ANALYSIS............................................................................9
OBJECTIVES ...........................................................................................9
STRATEGY............................................................................................10
TACTICS ...............................................................................................11
ACTIONS...............................................................................................12
CONTROL .............................................................................................13
RECOMMENDATIONS..............................................................................14
BUSINESS TO BUSINESS (B2B) MARKETING STRATEGY....16
DATA OPTION .......................................................................................16
FOODCYCLE .........................................................................................16
FOODCYCLE AND DATA OPTION..............................................................16
REASONS FOR FOCUSING ON FOODCYCLE ..............................................17
WHITE LABEL OPTION............................................................................17
RECOMMENDATION................................................................................18
SOSTAC FRAMEWORK .........................................................................19
COSTS FOR PROMOTION TECHNIQUES (B2B AND B2C) .....21
CONCLUSION ....................................................................................22
REFERENCES......................................................................................23
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Executive Summary
Purpose
The purpose of this report is to understand the current situation under
which Giving and Getting is currently operating in. This report clearly
identifies the gaps within the current method of operation and hence a
new marketing strategy is proposed. This marketing strategy is aimed
at targeting a specific set of audience so that giving and getting can
establish itself more prominently. This report also brings out relevant
control measures for calculating the effectiveness of the marketing
strategy suggested.
Summary
There has been an increase in demand for services in the voluntary
sector. Giving and Getting promotes the act of helping each other in
exchange for tokens. Hence, it was observed that the company can do
very well in the coming years because of its Unique Selling Proposition.
The marketing strategy within this report exploits the potential of the
three products (Free option, Data Option and White Label Option) and
proposes promotional tactics fit for purpose. For easier understanding,
the report is divided in two sections namely Business to Customer
(Free Option) and Business to Business (Data Option and White Label
Option).
Plan
The report begins with analyzing the current situation of the
organization and identifying its core strength where the brand can
capitalize. After which precise marketing objectives are drawn upon for
a clearer understanding of what the plan is trying to achieve. Once the
objectives are clear, target audience will be segmented for a much
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effective implementation of the plan. Lastly essential Key Performance
Indicators (KPI’s) are formed to measure the effectiveness of the
suggested strategies.
Conclusion
The Marketing strategy throws light on the importance of having a
narrow target market to begin with. Cost Effective promotional
strategies along with appropriate KPI’s will ensure cash inflow within a
period of 6-18 months. Upon Successful implementation of the
strategies, Giving and Getting will reap the benefits in a timely
manner.
Recommendation
With a growing demand for services, Giving and Getting can look
forward to establish itself as a promising brand that can sell its
products to the target audiences mentioned in the report without much
hindrance. Giving and Getting promotes the kind act of helping one
another without the involvement of money, with the help of
technology, their services can be brought to notice. The methods of
doing so have been further discussed in the report under short-term
and long-term recommendations.
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Introduction
Giving and Getting established in 2014, serves as a platform where
people can exchange favors in return for tokens. This platform was
developed for people enabling them to ask each other for help and
support without actually paying for it.
Whenever a member registers on the website, he/she receives 50
tokens and the people who have been invited by this person constitute
a part of their inner circle and can be highly trusted by the member.
The close friends and neighbours of the members in the inner circle
become a part of the registered member's middle circle and there is a
certain level of trust. Lastly, the outer circle comprises of friends and
neighbours of the members of the middle circle.
The organization aims to promote their 3 primary products, which are
Free Registration on their website, Data Option and White Label
Option. The Free Registration product is for anyone who wants to use
the services of Giving and Getting. The second product is the Data
Option that is created to analyse data fed by members of organization
buying this product. Lastly, the White Label Option is tailor made
version of Giving and Getting's website that is fully branded for the
organization buying the product.
The aim of this report is to suggest a concise marketing strategy for all
three products. While developing this strategy special attention was
given towards correct selection of target markets.
Research Process
In order to understand the target market for The Data Option, big
corporate companies with weak CSR strategies were analysed.
Companies like Jet Airways, Ryanair, Sainsbury's were looked upon.
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News regarding lack of food supplies within U.K. due to oil price rise
was identified. Hence, supermarkets like Sainsbury's and Tesco were
known to have surplus food that was going to Food Charities. These
Food Charities have a good number of volunteers who operate in
various parts of U.K. Managing these volunteers and food requirement
would need an efficient analysis system, which could be provided by
the Data Option.
The White Label Option seemed to have great potential to operate in
places where there is a need for giving and getting's services.
Education Institutions and accommodation service providers have
large numbers of international students who are seeking for help and
companionship that is exactly what giving and getting provides.
Further information about these two products is discussed in depth
within the report.
Trends in the voluntary sector
At the moment, the current trend in the voluntary sector is showing an
increase in Children’s social care services. The expenditure rose by
19% between 2011/12 and 2015/16 in Voluntary and community
sector as well as commercial organizations (Mintel, 2016a). In
addition, aging population offers potential growth in residential care for
elderly. The market value was estimated to have increased by 8%
between 2011 and 2015 (Mintel, 2016b).
The purpose of carrying out this market research is to understand the
customers in order to increase the membership usage and member
registrations. Once, the company website is widespread and used, it is
more likely that other large organizations will be interested in Giving
and Getting's products. Therefore, Giving and Getting can extend their
services in providing child protection and other social care services,
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which will result in big commercial organizations using the company’s
products.
Situation analysis (PEST & SWOT)
Purpose of the Analysis:
In order to boost the company membership registrations and
interactions, there is a need of understanding the insights of the
market, therefore understanding the customers and what they are
expecting from the company. Additionally, the analysis will assist in
identifying influencing factors and evaluating the company resources.
As a result, it will eliminate threats and convert weaknesses into
strengths and opportunities.
SWOT Opportunities:
A SWOT (See Appendix for full SWOT Analysis) analysis was conducted
to analyse the internal strengths and weaknesses of Giving and
Getting together with the external opportunities and threats. As the
company is still relatively new to the market, Giving AND Getting
offers a unique platform that has a great potential for future growth.
Firstly, sharing economy is one of the raging topics among the
consumers nowadays. According to Mintel (2016) “all kind of things
are being shared in online peer to peer marketplaces, from clothes to
spare time”. Since Giving and Getting registration is free, the users
can use their services instead of spending money to get these
services, thereby giving the brand a competitive advantage.
Besides that, the increase in public awareness in CSR activities among
organizations has enabled Giving and Getting to tailor the company
products (Data Option and White Label Option) and offer them to other
companies.
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There is no direct competition in the UK for Giving and Getting,
however, the rise of indirect competitors such as Click Nottingham,
Give and Take care will bring additional challenges to the company.
PEST Analysis:
A Pest analysis (See full Pest Analysis in Appendix) was conducted in
order to evaluate the impact of the external factors that the company
will have to bear, as an important part of the planning project. The
analysis has brought into considerations the following factors:
The Data Protection Act 1998 will restrict Giving and Getting in selling
the customer information to other organisations, hence it is likely that
Giving and Getting may face problems while promoting their products.
According to an online survey, eight out of ten adults admitted to
being concerned about their online privacy (Telegraph, 2016). This
could significantly influence the number of people signing up for their
membership. Hence, this can affect Giving and Getting when selling
their products to other organizations due to a low member
engagement on their website.
Furthermore, the widespread use of fast and efficient broadband and
mobile technology (Mintel, 2016) has made it easier and quicker for
members to register and use Giving and Getting’s services.
Finally, the significant impact of social media platforms will benefit
Giving and Getting in terms of advertising of their company’s website.
At the moment, Giving and Getting only has their website as the first
and last contact point, it will be ideal if Giving and Getting can extend
it to other leading social-media sites such as Facebook and Twitter
(Mintel, 2016) (See Appendix 3 for a detailed analysis of competitor’s
social media involvement). Additionally, building a customer-company
relationship through those online platforms is considered to be the
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best option for Giving and Getting’s current situation, as it is cost
effective.
Business to Consumer (B2C) marketing strategy
Free Option
Free registration is a service provided by Giving and Getting. It is an
online platform created to bring users together to connect and help
each other (Giving & Getting, 2016).
SOSTAC Framework for B2C
The SOSTAC® framework is a model, originally developed by PR Smith
in the 1990s to help with marketing planning it can be used to give a
logical order to track Giving and Getting’s plan and it can also be used
to monitor the process of achieving objectives (Chaffey, 2016). For the
purpose of this report it has been used to create a Business to
Consumer (B2C) and Business to Business (B2B) marketing plan.
Situational Analysis
Giving And Getting can be classified as a micro business because it
currently operates on a “very small scale (9 or Fewer Staff members)”
(Entrepreneur, 2016). The organization currently uses its website as
the first and last contact with all members and has low levels of
external media involved in its strategy members (Giving & Getting,
2016), Giving and Getting have not dwelled strongly on using online
media to influence wider marketing KPIs (Traffic, Leads, Online
Transactions).
Objectives
Based on the situational analysis and research, the four main
objectives on to how to make micro businesses grow are as follows:
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Give Giving and Getting a human face: To give Giving and
Getting a human face in order to create an online personality
where all members find it easy to interact and trust Giving and
Getting.
Acquisition: The objective is to increase Giving and Getting’s
visibility within a one year period and this will be measured using
“Google Analytics”, also this entails promoting Giving and
Getting to achieve double the current audience also within this
one year period.
Engagement: Achieve 70% of existing members to visit three
pages of the website monthly within a 12 month period.
Retention: Increase visit frequency of existing members from
once a month to twice a month over a period of 6 months.
Strategy
The Strategy section is the outline of how we expect Giving and
Getting to achieve these objectives:
Giving and Getting Human Face: Giving and Getting will aim to
get members and to build a sustainable relationship by frequent
interaction between Giving and Getting and its members. This
will make the relationship with the members more realistic and
can be done via social media.
Acquisition: Increase Giving and Getting presence on Facebook,
Twitter and LinkedIn, the target audience will be people with
hospitality interests. After a demographic analysis of the most
interested parties. Giving and Getting will have to compete
vigorously on Facebook because this is where the competition
has been most successful (Example: Click Nottingham), seeing
that Facebook is the most used community based platform.
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Engagement: First step is to understand Giving and Getting
existing member database and how they interact with the
website. They should send out information on social media
platforms for encouraging engagement.
Retention: Allow a seamless use of the website which will help
Giving and Getting to make a better impression on the users.
Tactics
Human Face: To achieve this objective, the strategy will be
broken into two parts i.e. People & Process (explained better in
Actions section).
It is important to have a strong customer service department in
place so as to deal with queries immediately.
It is also advisable to use an Omni-Channel promotional tactics
for a greater reach.
Acquisition: The following methods can be used to acquire new
traffic that will help in providing new leads on potential
customers to the company:
1. SEO “is the simple activity of ensuring a website can be found in
search engines for words and phrases relevant to what the site is
offering” (Robinson, 2016). In comparison to competition, one of
Giving and Getting’s key weaknesses is the lack of financial
power. With the help of SEO techniques Giving and Getting can
understand what keywords to target within their budget.
2. Email Marketing: Incentives should be introduced to encourage
each member to recruit three of their associates (Objective is to
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achieve at least 1/3 each). Incentives could be in the form of
extra tokens or free favours during the next transaction.
Retention & Engagement: The tactics to retain and engage
members are as follows:
1. Email Marketing: To ensure existing members are up to
date with the company, the newsletters should contain
attractive and personal topics to ensure a high click
through, relatively high open rate and stable conversion
rate.
2. Social Media: Providing users real time benefits to make
the member experience more fun. By simplifying user
experience the company can increase user satisfaction that
will lead to retention. Usage and analysis of data provided
by the users on social media in forward-thinking ways in
order to anticipate and act on member needs.
Actions
Actions will be the methods used to implement these tactics:
Human Face
People: Giving and Getting will have to allocate a member
service team/personnel to constantly interact and start
conversations with the followers on social media
platforms, providing support by answering questions
promptly and introducing live chat on the website for any
questions.
Process: The use of an Omni-Channel, for a multi channel
approach that seeks to provide the users with a seamless
experience, this will entail connecting all forms of media
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which Giving and Getting should start using i.e. owned,
earned and paid, in a way that users can seamlessly find
information and stay in-touch with existing members.
Acquisition
Under SEO, the recommended method is “On page
optimisation”. Giving and Getting needs to optimise the
pages of the website to ensure best rankings within Google
search with the help of targeted keywords.
Retention & Engagement:
Email Tracking Software: Email tracking software’s like
‘Campaign Monitor’ can be used to monitor the effectives
of the email sent out to users. This software can help to
monitor click through rates, open rates and conversion
rates.
Social Media: Allow real time benefits to make the member
experience more fun on social media, for example by
offering contextual recommendations on the comments
section on Facebook. Giving and Getting is advised to
focus on how members can better engage with them,
rather than how Giving and Getting engages with its
members (Forbes.com).
Control
Key Performance Indicators are used to monitor success of the
previously mentioned objectives. Hence, It is recommended to use a
self-explanatory KPI tool called “Adcentre”. For Giving and Getting, the
following KPI’s should be given more importance.
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Conversion Rate – Measuring the rate of people reacting upon a
given “call to action”. For Instance, clicking on “Joining the email
list” or “registering for the service of Giving and Getting”.
Visitor Loyalty – It is the number of people who keep coming
back to Giving and Getting’s website.
Share of Search - This measures the percentage of search
queries on a search engine that results in users visiting the
website as compared to the competitors.
Response Speed – The time taken by each respondent to react
to mails or offers.
Recommendations
This section has been divided into two i.e. “Short Term” & “Long Term
Recommendations”
Short Term Recommendations:
To increase engagement, it can be encouraged to use a pull method
(when customers approach business), to draw interest from
members and at the same time bring in new members, this can be
done by giving members incentives for engaging, for example if you
do a gardening job, you get seeds. Incentives can be something
related to the help provided by the member, this will encourage
initial engagement and get people talking about Giving and Getting
as members suggest this incentive to their acquaintances. It can be
suggested that incentives are under £5, to allow this plan to be
sustainable. These incentives can be funded by Sponsorship (Giving
and Getting can meet up with companies who can sponsor, in
return these companies can include the deed in their CSR
testimonies).
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Long Term Recommendations:
Currently it is hard for local charities to obtain grants, Giving and
Getting can take advantage of this and be the bridge between these
charities and the Grants. To achieve this Giving and Getting would
have to build a good and trustworthy reputation. It can be
suggested that Giving and Getting should have Charities on board
who have a known good CSR reputation attached to their name.
The Charities involved would be local charities that Giving and
Getting have a better reach than these Grants too. It can further be
recommended to introduce the use of a point based system, but
points with CSR value, where deeds are done to earn points which
can then be allocated to various charities, Giving and Getting points
should be assigned values based on the specific cause that is being
donated to, these points can then be donated to charity
organizations linked to Giving and Getting. Further the Giving and
Getting’s Donor Partner/Grant would donate cash to the various
charities that Giving and Getting members choose to donate to.
It must be noted that Each Grant has its own requirements. Few
examples of Grant companies are, Esmée Fairbairn, Goldsmiths and
The Mercers Company. A Points reward system here is similar to one
that has been successful, implemented by GOQii world. It should also
be suggested that Giving and Getting begin implementation of this B2C
strategy when it begins to see success in the B2B plans subsequently
suggested in this report.
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Business To Business (B2B) Marketing Strategy
Data Option
Data Option provides an analysis of the aggregate data on members
using giving and getting services. The set up cost for this product is
£750 with an annual subscription cost of £250.
FoodCycle
FoodCycle is a UK charity that combines surplus food, volunteers and
kitchen spaces to create free meals for people at risk of poverty. It has
30 locations within the country, of which 12 are in London (FoodCycle,
2016). To expand the business, helping more people who suffer from
food poverty, FoodCycle is expanding itself by social franchise model
that provides online volunteer management system, training and
annual conference (FoodCycle, 2016). It is important for FoodCycle to
understand the demand in different areas so that it can set up its
branches there based on their needs. Data option provides a platform
for FoodCycle to exchange resources involving material and human
resources to match the demand with supply.
FoodCycle and Data Option
FoodCycle has no branch in Nottingham currently, however there is a
food demand in Nottingham. Trussel Trust Food bank in Nottingham
has helped more than 5,000 people in two years however; it was shut
down in 2015 due to political reasons. Super Kitchen, located in
Nottingham gave out approximately six tones food to people, but they
seldom have events due to their ability to organize it (Thomas, 2015;
Cathcart-Keays, 2015). If FoodCycle wants to set up a branch in
Nottingham, it is important for them to know which areas within
Nottingham have higher demand for food and higher numbers of
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volunteer. By using Giving & Getting data option, FoodCycle volunteers
can register for free membership, volunteers can ask for help from
other volunteers-turned-members. They can also provide free meals to
volunteers who are in contact with people in need for food. After
receiving help from volunteers who are providing free meals to people,
FoodCycle will receive an aggregate data from the system Giving &
Getting is providing. This will help them to make an informed decision
of choosing the best area in Nottingham to set up its branch.
Reasons for Focusing on FoodCycle
When compared with other food charities like FoodShare, The Trussell
Trust, FoodCycle is a growing organization; it could use the help of
data analysis system as the data support. In addition, FoodCycle has
financial ability to buy the product, according to their 2014 report,
(FoodCycle, 2016) it is clearly visible that their income substantially
exceeds their expenditure.
FoodCycle needs to increase its membership step by step, sell its Data
Option product to small companies using their current the ability to
sell, when the ability of Giving & Getting improves, they can sell its
products to bigger companies, and increase its membership and usage
after each sale.
White Label Option
White Label option is one of the two main products of Giving and
Getting that is important for organization’s business development.
According to Giving and Getting.net, White Label Option gives other
companies a version of Giving and Getting’s website for them to use,
this version is completely branded for the organization and they can
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use Giving and Getting’s services under their brand. It is good for
other companies as it will reduce their operational cost, that is, the
brand would not have to undergo the trouble of creating a website and
maintaining it. Giving and Getting will also provide one year tech
support, operational team training, website management, data
analysis and system updates for their customers. The set up cost is
£10,000 and the annual subscription is £750 for this product.
Furthermore, they have discounts for volunteer organizations and
social enterprise that encourage volunteer organization to use the
system. This system can help large companies to improve their
community CSR.
After sufficient research, it was concluded that student
accommodations and university could be initial targets of White Label
Option. It will be recommended that Nottingham Trent University and
students’ accommodations like Bard House, Trinity Square and Study
Inn should be approached first. As Universities and accommodations
have large number of students’ especially international students, it can
be a potentially large market for Giving and Getting. Students might
be in need of companionship and can have a lot of requests when they
are living away from home, hence it will be useful for students to use
the system to solve the daily problems.
Recommendation
As a recommendation for improving their sales for this product, it will
be suggested that Giving and Getting should improve the current
version in order to process the requests faster. It would be
recommended to create an app of the Giving and Getting website for
the White Label Option. The members of the organization can use this
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app to make requests that can be processed faster. Furthermore,
having an app is very convenient for users to make theses request
through their smart phone devices on the go and the users could get
an immediate notification when their request has been responded to.
The marketing strategy used for the promotion of Data Option and
White Label Option will be through email marketing as it is relatively
inexpensive and can be reached out to a large number of organizations
informing them about the products and services offered by Giving and
Getting. Furthermore, through email marketing the organizations
targeted by Giving and Getting can receive regular and timely
information to suit the specific organizations interests.
SOSTAC Framework
The SOSTAC model has the following stages that are mentioned below
while deploying the marketing communication plan:
Situation Analysis – This is the first stage of the framework wherein
the situation of the company in the market and its current
performance is analysed. After analysis it can be concluded that Giving
and Getting provides a two way process of asking and returning help,
support and favours from family, friends and neighbours.
Objectives – The objectives of the organization and its goals are the
second most important element of the framework. Setting the right
objectives can help the organization to achieve tangible results in the
marketing communication plan. One of the main objectives for Giving
and Getting is to sell their Data Option and White Label Option to food
20. 20
charities and student accommodation centers and to increase the
organization’s awareness in the community.
Strategy – This stage is the actual marketing plan in the SOSTAC
framework where the organization decides on how to communicate the
objectives to the target market. The target market for Giving and
Getting includes organizations that have the similar type of interests or
services.
Tactics – This stage of the framework involves the actual method of
implementing the strategy via different methods of advertising or
communicating the objectives. Emails will be used as the main
communication medium to promote their products to other
organizations. Additionally, other communication methods could be
through direct mail and PR as well.
Actions – This stage in the SOSTAC model is where the
communication plan is refined to meet the best interests of the
organization. Since, email marketing will be used as the main
communication technique the structure of these emails will be modified
to make them look more visually appealing and to use a good font and
colour that makes them easier to read.
Control – This is the final element of the SOSTAC framework that the
organization uses to measure the performance and results. To
implement a successful email marketing strategy a few Key
Performance Indicators (KPIs) to measure the success factors include;
open rate, response rate and opt-out rate.
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Costs for Promotion techniques (B2B and B2C)
Inexpensive Reasonable Expensive
Data Option
and White
Label Option
(B2B)
Email Marketing Newsletters and
Direct mail
Public Relations
Free
Registration
(B2C)
Social Media
Networks and
Email Marketing
SEO on the
website
Customer
Service Team
Since Giving and Getting’s main aim would be earn profits, it is
advised to invest carefully in promotional activities. A proper mix of
inexpensive, reasonable and expensive methods would yield a good
result. It is also suggested that the company can opt for outsourcing
services for a much professional approach.
Outsourcing Costs
Email marketing (B2B or B2C) – Email costs from around 3p to 12p
per contact (Approveindex, 2016).
Newsletter – The cost varies starting from £171 to £740 depending on
the quantity of newsletters to be printed (Mynewsletterbuilder, 2016).
Public Relations – The cost for hiring a public agency starts at around
£1,000 a month depending on the amount of work that has to be
done. Giving and Getting can hire a PR agency for a period of 2 weeks
and measure the outcomes.
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Social Media networks – The cost of a Facebook advertisement will
depend mainly on three factors; the target audience, the quality of the
ad and the time of the year. Hence, determining a fixed cost is not
possible (adespresso.com, 2016). Additionally, promotion on Twitter
costs anywhere between $.50 to $4 per engagement and promoted
tweets and trends costs around $200,000 per day (pennapowers.com,
2016).
SEO (Search Engine Optimization) – Ongoing monthly fees for SEO
generally varies between £160 to £320 per month and £1,600 to
£3,200 per month depending on the number of hours to complete it
and the size of the project (debtheweb.co.uk, 2016).
Customer Service Team – This cost would be dependent on many
factors such as; the number of people that would be required to
provide online tech support and respond to real-time interactions on
social media platforms.
Conclusion
For the above analysis, it can be concluded that there has been a
considerable rise in need of services in the voluntary sector that can
benefit the organization. Food wastage is an area for major concern in
the UK and the Data Option can be bought by such organizations to
effectively manage food wastage and other resources. Furthermore,
social media presence is necessary to have real-time conversations
with people and spread awareness.
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themes/leadership/making-the-most-of-corporate-social-responsibility [Accessed
19th July 2016].
Mintel. (2016). The Impact of Sharing-Economy Business on Travel - June 2016.
Available: http://academic.mintel.com/display/774608/ [Accessed 19th July 2016].
Mintel. (2016a). Children's Social Care - UK - February 2016*Industry Structure.
Available: http://academic.mintel.com/display/763339/?highlight#hit1 [Accessed
20th June 2016].
Mintel. (2016b). Children's Social Care - UK - February 2016* Market Size and
Trends. Available: http://academic.mintel.com/display/763339/?highlight#hit1
[Accessed 20th June 2016].
Omnichannel.me. (2016). What is OmniChannel? Defining omnichannel and the
customer experience | Omnichannel.me. [online] Available at:
http://omnichannel.me/what-is-omnichannel/ [Accessed 19th July 2016].
Pennapowers, 2016. How much do Ads on Twitter cost [online]. Available at:
http://Giving and Getting.pennapowers.com/how-much-do-ads-on-twitter-cost/
[Accessed 18th July 2016].
25. 25
Robinson, D. (2016). What is SEO? Here's A Simple Plain English Answer, SEO in a
Nutshell. [online] Redevolution.com. Available at: https://Giving and
Getting.redevolution.com/what-is-seo [Accessed 17th Jul. 2016].
The Telegraph. (2016). Online privacy: the issues that are worrying you. Available:
http://Giving and Getting.telegraph.co.uk/news/uknews/law-and-
order/11505238/Online-privacy-the-issues-that-are-worrying-you.html. [Accessed
19th July 2016].
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Appendices
Appendix 1:
PEST ANALYSIS
Political Economic
Data Protection Act 1998.
Customer laws on Customers’
right on online privacy concern.
Cheaper access to Internet.
Growing number of Internet
users.
Socio-Cultural Technology
People tend to use online
services to ask and offer helps
rather than asking directly
More people commit in volunteer
work. Assist in building a
network of volunteer.
Significant influences from Social
media platforms for
communication and advertising
investing in social media to
increase company identity and
strengthen the company-
customer relationship
27. 27
Appendix 2:
SWOT ANALYSIS
Strengths Weaknesses
Unique online platform enable
members to seek and offer
assistants
Free usage for members
Rise in the sharing economy in
which the company is operating.
Building a network of volunteer
Trust issues
Not all request are being
responded
Customer safety concerns once
requests are in processed
Threats Opportunities
Easily lead to fraud and scam
among the activities
Rise in indirect competitors (Click
Nottingham and Give & Take
care)
Rise in the number of food
charities
Increasing in the awareness of
CSR among organizations - >
more likely that other
organizations will use GIVING
AND GETTING services as CSR
tools.
28. 28
Appendix 3:
Competitors Social Media Analysis:
Use of the Forrester’s POST Framework –
People: what kind of clients and prospects do you have? How do they behave
online? For determining your target group, there is a reference to the Social
Technographic Profile.
Objectives: what are your goals? Are you more interested in listening in order
to gain insights? Or do you want to enable your customers to generate more
awareness?
Strategy: How do you change your relationship with customers? What do you
want to get out of these relationships? Which direction do you want to take
and what is the underlying proposition?
Technology: what applications should you use? How much time should this
take? This step reflects the choices you make in the first three steps.
Company; GIVE & TAKE CARE
(Giveandtakecare.co.uk, 2016)
Website; http://Giving and Getting.giveandtakecare.co.uk/
SECTION A
1. Organization to support older vulnerable people.
2. No Specific identification or purpose to their social media.
SECTION B
1. Website is only a platform to link to visitors to their social media
platforms.
2. Give and Take Care provides support for older and vulnerable people
through mutual exchange: ‘support provided by me now, in return or
support for me later’. Members earn ‘GATs’ by supporting/caring for an
older person locally.
3. Use of the Forrester’s POST Framework –
29. 29
People:
i. GAT targets the younger generation and the older
generation, the younger generation, the hours of support
that members provide are recorded in their individual GAT
bank account.
ii. Weak online presence, social media hardly in use.
Objectives:
i. The Organization aims at making life easier for the older
generation.
ii. The organization aims to use social media to generate more
awareness for customers rather than gain insights.
Strategy:
i. No current strategy in place for changing relationships with
customers.
ii. No visible underlying proposition.
iii. Hard to understand the direction taken.
Technology:
i. Use of twitter, Facebook, Emails & Personal website
ii. The applications currently cost GAT nothing as registration
is free.
SECTION C (Media Table)
Paid Owned Earned
High
Medium
Low
30. 30
Appendix 4:
Company; CLICK NOTTINGHAM
(Clicknottingham.com, 2016)
Website; http://clicknottingham.com/
SECTION A
1. Based in Nottingham, CLICK is a community of people brought together
through friendship.
2. Aims at providing Quality customer service.
SECTION B
1. Very active on social media, post daily and respond to customer
comments ASAP. Social media is also used to create awareness mostly
done by the starting of trends.
2. Aim to understand how important friendships and social connections are
to our health and wellbeing of people. Focus is on bringing people
together. They find creative solutions that help people find friendships, re-
connect with their local community and do more of what makes them
happy.
3. Use of the Forrester’s POST Framework –
People:
i. CLICK reaches to people who would like to do more socially,
people who would like to be active and healthier and also to
people who would like to volunteer.
ii. The active participants on social media platforms are mostly
young adults but the older generation apply through
CLICK’s owned media.
iii. Strong online presence Over 5,000 followers from twitter
and Facebook,
Objectives:
i. The Organization describes its website as a platform for
random acts of kindness
31. 31
ii. The organization aims to use social media to generate more
awareness for customers rather than gain insights.
Strategy:
i. Uses social media to connect with more people.
ii. No statement of direction taken.
iii. They aim to use social media to allow members involve with
their community and increase intimacy.
Technology:
i. Use of twitter, Facebook, Emails & Personal website Use of
twitter, Facebook, Emails, Personal website and is promoted
on charity blogs.
ii. The applications currently cost CLICK nothing as registration
is free.
iii. Facebook Ratings and invitations to review their owned
media present on the platforms. Currently ranked 4.5 Star
on Facebook.
SECTION C (Media Table)
Paid Owned Earned
High
Medium
Low
32. 32
Company; LETSLINK UK
(Letslinkuk.net, 2016)
Website; http://Giving and Getting.letslinkuk.net/index.htm
SECTION A
Consider organization demographic
1. Community networks which link people who want to swap their skills and
goods.
2. Aims To offer equal opportunities to all - whether employed or unemployed,
financially secure or on low income, black or white, able or disabled. It boasts
of serving over 50,000 enquiries annually and developed the model rules,
materials, back up and 'best practice' guidelines used by UK LETS schemes
and subscribers
SECTION B
1. Website has been running since 1998 and it has not repackaged since
2003 so it uses Owned media mostly through the database it has built
over the years and grows based on a recommendation basis. No effective
social media platform in use.
2. Aim at helping everyone to give and take, connect to new resources, and
find a genuine community identity.
3. Use of the Forrester’s POST Framework –
People;
i. As grassroots initiatives they are open to everyone - people
of all ages, skills and abilities; local clubs and associations;
voluntary groups, charities, community initiatives; housing
co-operatives, small businesses and local services.
ii. On this website they have built up a series of county map
pages which have phone numbers of groups which are
members of the LETs community.
iii. Weak online presence, social media hardly in use.
Objectives;
i. The Organization uses website software which aims to
empower and inform people and organisations through the
33. 33
provision of appropriate, practical, and ethical guidelines on
how to organise and develop their own local exchange
systems.
ii. The organization does not use social media
Strategy;
i. Uses website platform to create a trusted community.
ii. LETS in the UK are usually run as unincorporated
associations. The original LET System was modelled on
commercial barter, and fees were commission-based, but
these systems have not endured in the UK. Some schemes
have picked up the idea of "brokering" as one of the
administrative tasks in a well- managed scheme but this
would tend to have a "pastoral" rather than commercial
motivation in most LETS groups.
iii. No statement of direction taken.
iv. They aim to use social media to allow members involve with
their community and increase intimacy.
v. Technology;
vi. Personal website
SECTION C (Media Table)
Paid Owned Earned
High
Medium
Low
34. 34
SOSTAC Framework for B2C (Free Option)
Situation Analysis
Control Objectives
Actions Strategy
Tactics
How to implement the strategy
· Increase People (staff)
· Ominichannel
· SEO
· Email Marketing
· Social Media
How do we get there?
· Build sustainable relationship
· Increase Presence on Social media
· Understand the customer database
· Creating a seamless use of website
Action Plan
· Increase People (staff)
· Ominichannel
· SEO
· Email Marketing
· Social Media
Where do we want to go?
· Give GNG a human face.
· Increase GNG Visibility
· Increase member’s engagement
· Increase visit frequency
Keeping track of Performance (KPI’s)
•Use a Social Media Management Tool
•Monitor Social for Un-Tagged Brand
Mentions
•Keep an Eye on Your Response Speed
(respond fast)
Where are we now?
· Low Social Media Engagement
· Use Website as first and last contact
· Few Members
· Opportunity to expand
Appendix 5:
35. 35
SOSTAC Framework for B2B (Data Option & White Label Option)
Situation Analysis
Control Objectives
Actions Strategy
Tactics
How to implement the strategy
Communication tools – Email marketing will be used
as the main communication technique for promotion
of D.O and W.L.O for B2B businesses. Other
communication tactics could be through PR and direct
mail.
Content strategy – Message of the email will be
consistent throughout and will be tailored according
to suit the specific organization.
How do we get there?
Segmentation – Grouping organizations with
similar type of interests.
Targeting – Organizations that are providing
similar type of services.
Positioning – An organization perceived in the
local community that works towards the well-
being of the community.
Action Plan
Structure of email – Should ideally include photos
and images with a good font and a bold colour
since it is more visually appealing and easier to
read.
Content of email – To be kept short and simple
and additionally to add hyperlinks in the email so
that it will be easy to track the number of clicks
clicked of the hyperlink and analyse the impact of
the message.
Where do we want to go?
Sell – D.O to Food charities and voluntary
organizations & W.L.O to Universities & student
accommodation.
Sizzle – The D.O or W.L.O will help to increase the
organizations brand value in the community.
Speak – With D.O and W.L.O organizations can
make use of G&G services and engage to spread
awareness.
Keeping track of Performance (KPI’s)
Response rate – Measures the percentage of the
number of users who take certain actions such as
filling out a form or taking a survey after opening
the email (open rate).
Website visitor profiling – Helps to analyse the
activities done by visitors on the website and the
duration of the time spent.
Where are we now?
Brand perception – An organization that promotes
communal harmony where friends and neighbours
can give and get help, support and favours.
Current Performance – Rural communities’ council
have bought the D.O analysis system.
Appendix 6:
