Giving and Getting Submission Report

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

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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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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 Twit ter cost [online]. Available at:

http://Giving and Getting.pennapowers.com/how-much-do-ads-on-twitter-cost/

[Accessed 18th July 2016].

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].

26

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.

Signif icant influences from Social

media platforms for

communication and advertising

investing in social media to

increase company identity and

strengthen the company-

customer relationship

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

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

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

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

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

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

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

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

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: