Dynamic Process Analysis

Overview of Marketing Management Process (Anna Paulovkin)

Contrary to Benchmark Scientific’s structured processes, the company’s marketing process presents itself as dynamic and adaptable. Utilizing LinkedIn as their leading platform, the company takes on real-time analysis to better their campaigns. The company maintains an active presence, as they use tools that enable content planning and scheduled postings at the most optimal times. In addition, Benchmark Scientific is able to make rapid adjustments following industry trends and audience preferences, as they continue to monitor key elements, such as reach and engagement. Therefore ensuring that the company stays relevant and responsive with its marketing approach. 

According to the company’s reports on its marketing strategy, the peak engagement on its LinkedIn platform happens during the morning hours, with a significant 49% increase in views during these times. There is a significant amount of content focusing on sales and discounts, which resonates well with their target audience, mainly consisting of universities as well as laboratories. This audience generates 64% of views through unpaid advertisements, reflecting on the success of the company’s organic reach. This is perhaps also accredited to the notable interactions that mainly occur in the comment sections, giving importance to the engagement and dialogue with the audience. Utilizing such data, enables Benchmark Scientific to continuously adjust its effort in marketing to maximize visibility on the platform, leading to an increase in profitability. 

Social Media Plan and SMIS (Ryan McKenna)

While Benchmark Scientific doesn’t quite yet have a formal social media plan, they do happen to have a very active presence on LinkedIn, which is used as their primary platform for marketing endeavors. They employ real-time analysis to enhance their campaigns and maintain an active presence by utilizing tools for content planning and scheduled postings, ensuring optimal timing.

 

Their target audience tends to be universities and laboratories, they use sales and discount incentives to help draw in more customers. The company tends to get the most traffic on their LinkedIn and website during the morning hours. In terms of metrics, Benchmark Scientific tracks various engagement metrics on LinkedIn, this includes things such as views, interactions, and comments. They also monitor the effectiveness of their content by analyzing reach and engagement rates. 

  Social capital refers to the advantages and benefits that a company gains from its relationships within its social and professional network. For Benchmark Scientific, this would be the value that they get from their various partnerships and collaborations. Having these types of connections is vital for this company as it leads to increased opportunities that can help the company to expand and become more successful.

 

Based on how Benchmark Scientific actively engages on LinkedIn, their solid partnerships with universities and laboratories, and their dynamic marketing strategy, their social capital is likely quite high. They have a large network, and many connections within the industry. While Benchmark Scientific may not yet have a fully developed social media plan, they have demonstrated their ability to quickly adapt their marketing approach. By using LinkedIn to effectively engage with their target audience they will continue to enhance their brand visibility.

Enterprise Social Network and Security Policy (Nicholas Luongo)

An ESN is a digital platform that businesses use to enhance the flow of information, teamwork and knowledge sharing among their employees. These are online tools that are like social networks (forums, blogs, IMs and content distribution) but they are private, secure and are designed for specific business purposes. Examples include Microsoft Yammer, Salesforce Chatter and Slack. They help break down silos between departments fostering more interactive ways of working as well as facilitate interdepartmental cooperation.

The term "Enterprise 2.0" as coined by Andrew McAfee indicates the incorporation of “Web 2.0” technologies in organizations towards achieving collaborative and agile enterprise practices. The idea involves integrating social software like blogs, wikis and social networks into an internal corporate environment so that productivity, innovation and employee engagement can be improved. Enterprise 2.0 tools aim at creating a more connected working place where information flows freely and decisions are made collectively.

Benchmark Scientific has embraced digital communication platforms which include our specialized blog and a strong presence on LinkedIn as well, in our strategic approach. Our blog is an important instrument for internal and external communication. It helps us disseminate profound ideas, and major updates, and stimulate expert commentary concerning industry trends. This increases our visibility in the sector and encourages knowledge sharing and lifelong learning among employees and clients of the company. 

We interact with an extensive circle of professionals on LinkedIn which enhances our business contacts and broadens the horizons for our company. On LinkedIn, we don’t just post blogs but we also celebrate key achievements, broadcast job offers and participate in industry conversations. This online presence helps sustain our reputation as a forward-thinking organization that finds value in networks and professional advancement.

Our digital strategy gets strong support from these platforms, which allow us to communicate better, create relationships with clients and stay relevant in a highly competitive business environment. In today's world of digital information exchange, these are key networking tools, brand promotion means and thoughts leading approaches for our organization. We want to examine whether we can use any other Enterprise 2.0 technologies that will add value to our existing practices while enhancing innovation and efficiency within our company as we continue to expand and refine our digital strategy.

Provide an example from YouTube or another social media IS.

To respond to security worries associated with Social Media Information Systems (SMIS) is a serious matter we consider essential for our business in safeguarding corporate reputation as well as observing various legal and regulatory standards. We have in place a social media policy which outlines what kind of behaviors are acceptable for employees, disclosing confidential information, representing the brand, and openness. This policy makes sure workers do not reveal protected information; express our beliefs on the Internet; or mention that they are connected to our company when conversing about work-related topics. 

Inappropriate content is monitored closely and dealt with accordingly by the use of modern tools, such as social media, under our management. When employees have an understanding of their online reputation and its significant effect on the organization’s image and activities’ perception, they get better insight into how to behave responsibly in these platforms. Furthermore, there are procedures for responding to negative feedback expeditiously; aiming to take private discussions offline and making use of constructive criticism from dissatisfied customers for purposes of improving customer relations and product delivery.

We regularly audit our SMIS security approach to ascertain policy adherence, and subsequently review and revise these policies in line with the prevailing social media trends and legal needs. Our dynamic and responsive SMIS security strategy is maintained by incorporating suggestions from these audits into our continuous improvement processes. This broad-based framework helps limit risks while also helping organizations exploit social media for branding, employee commitment, and effective customer communication. 

Youtube link : https://youtu.be/1Y_o1YS9C5k?feature=shared