Dynamic Process Analysis

   

The dynamic process is the strategic support of a company that changes and adapts fast to the changes in the organization. When it comes to marketing, GASCO has set for itself some goals that would ensure its success and continuity. First things first, the Company’s Brand Awareness. Although GASCO is one of the biggest natural gas produces in Egypt, they want to ensure that they are always visible and seen by their targeted audience. They strive to build relationships with customers, fostering a sense pf community and making them loyal. Secondly, Customer Service, where they ensure that their loyal customers are on a platform where their inquiries are answered, and their concerns addressed. As for the final goal, GASCO always tries to pull in more customers, so they are always looking for ways to penetrate new market segments.

The metrics on which these goals are measured are:

•           Reach no of customers that use Gasco’s content.

•           Engagement: no Likes, comments, shares, reactions and click rate on GASCO’s posts, which shows how much GASCO’s services are being self-advertised, how customers think of the general services, and their notes on these services.

•           Follower growth: keeps track of the number of followers over time and whether they are increasing or decreasing.

•           Sentiment analysis: analysing the customers’ opinion and understanding their perceptions through their comments.

•           Lead generation: look for potential leads generated through social media interaction. After understanding GASCO’s goals and their KPIs, it’s only natural to focus on their target audience and understand why GASCO chose its audience. One of the audiences that GASCO targets is Residential Customers. This is because in this day and age, almost everyone, homeowner or renter, needs gas for various utilities, whether it’s for cooking, heating, or other appliances, it’s now considered a home essential. Another target audience is businesses and industrial posts.

 

This is because its where they usually need a steady flow of gas needed for an industrial period, processing, or just some appliances like residential customers. Another interesting audience, which dealing with them is considered beneficial on multiple levels are Governmental and public institutions.

Just as for residential and commercial customers, the service doesn’t defer much, instead of Providing gas for a factory or an apartment, it provides for maybe a school, or a hospital. The main benefit of serving these institutions is that they provide extra benefits that GASCO utilizes, like a lower tax or cutting the red tap short for a new building, however, this relation only works because it’s based on trust and the good reputation of GASCO.

GASCO also provides values for these audiences like Informative Content (ex: info on safe gas usage and what to do in case of a gas emergency), Community Engagement where sessions of Q&A take place and polls take place, a Customer Service Platform that offers the targeted audience of an alternative way to channel their inquiries, feedback, their opinion, and their service experience, and a platform which has the most recent news about GASCO.

The tools GASCO used to aid in achieving their Goals include:

Facebook Page Insights: tracks and provides analytical data from GASCO’S Facebook page.

Social Media Management Platforms: like MotchiRotchi Cairo Web Design & Cord digital. These platforms streamline content creation, focused advertisement campaigns and detailed analytics of the platform used.

Social Listening Tools: Gasco uses Hootsuite. These tools help keeping track and monitoring all online chatter on GASCO and the natural gas industry.

Social capital is the value created by social ties and interpersonal relationships. It represents the assets, both material and intangible, that individuals and groups may access and make use of because of their networks and collaborations. Since the size of the network, the average tie strength, and the value of each relationship are important aspects of social capital. The ability to access information and resources is a valuable aspect of social capital. One example of this is the information-sharing social connections that facilitate the flow of knowledge, enabling individuals to become more productive and make better business-related decisions. Another benefit of social capital is that it allows individuals and groups to take collective action to achieve objectives that would be difficult for them to achieve alone.

As for the estimate for the social capital, using its formula of:

Social Capital = number of Relationships x Relationship strength x Entity Resources

So, using the estimate of Network Size to decide the number of relationships, where: -

Residential customers = 20.7m approx.

Commercial and industrial businesses = 11.2k approx.

Governmental agencies = 9

Total network size = 20,711,209

·         Using metrics to calculate relationship strength:

·         Rated 4.2 (out of 5) in the customer satisfaction survey score.

·         Average response time to customer inquiries is 16-18 hrs. (indicates better that AVR communication)

·         Customer loyalty: 88.3% of customers deals with Gasco for over than 5 yrs.

Relationship strength on Quality scale is: 0.84

As for the Entities resources it takes shape in the Easy access to Natural gas, which assigned a high weight to the entity resources. A weight of 0.75

So, the Estimated social capital of Gasco is:

20,711,209 x 0.84 x 0.75 = 13,048,061.67

Which indicates GASCO’s strong presence in this field and its powerful networks.

An enterprise social network is a private social network available only to an organization's members. It is used within an organization to facilitate collaboration, communication, and knowledge sharing among employees. Enterprise social network provides various features that facilitate communication, content sharing, and access to company news and updates. These features include profiles, news feeds, discussion forums, file sharing, and instant messaging.

Enterprise 2.0 refers to the use of web 2.0 technologies and practices within business organizations to support engagement among partners, suppliers, and customers in creating networks of like-minded individuals and exchanging information. It conveys a change in the way companies use social media and the internet to boost creativity, productivity, and organizational adaptability.

SLATES is an acronym that refers to the key elements of Enterprise 2.0 or social software in the enterprise context. It stands for S – Search, L – Links, A – Authoring, T – Tags, E – Extensions, and S - Signals.

1.         Search the ability to effectively search and discover relevant information, people, and content within the organization's knowledge databases.

2.         Links: is the relationships that exist between individuals, groups, and concepts to facilitate searching and finding relevant content.

3.         Authoring: is the ability for users to create, edit, and contribute content, fostering a culture of user-generated content. 

4.         Tags: Information is categorized and organized using labels or keywords to make it easier to identify and present relevant stuff.

5.         Extensions: the capacity to increase the enterprise social software's capabilities by add-ons, upgrades, or system integrations.

6.         Signals: the alerts, updates, or notifications that inform users of new information, events, or changes within the enterprise social network.

SLATES represents the crucial features and functionalities that each successful Enterprise 2.0 implementation should have and facilitating improved interaction, teamwork, and organizational flexibility. All these components create a more dynamic, engaged, and collaborative within the enterprise. GASCO uses an enterprise 2.0 approach to improve internal communication, knowledge management, and employee engagement and working on more improvements.

GASCO company can address SMIS security concerns by creating and developing social media policy. Currently, the company is working on establishing a social media policy for employees to address security and reputational concerns related to the use of social media. The company manages inappropriate content by establishing a process to quickly identify and request the removal of this content such as copyrighted material, abusive and harassing posts. For example, handling inappropriate content on YouTube of posting a video about private systems without the company’s permission. While managing unfavorable reviews by performing root cause analysis to investigate the issues behind negative reviews to identify and address problems. For example, addressing unfavourable reviews on Facebook page about the change of the company’s customer service negatively.