Modern organizations need use the opportunities which are provided by social media in order to create their position in the industry. Social media is able to provide an effective platform to the organizations in order to increase their awareness levels among the consumers. A major marketing based role is played by social media within the organizations which is helpful in the proper development of clients and customers. Social media is also helpful for the organizations to serve the customers and develop effective communication levels as well. The modern organizations can thereby use social media in order to develop innovative marketing strategies (Ashley & Tuten, 2015).
This essay will be based on the analysis of social based strategies which have been used by an organization in order to develop its position in the industry. The company which has been taken into consideration for this analysis is Telstra. Telstra Corporation Limited is a leading telecommunication based organization which has its operations in Australia. Different services which are offered by Telstra include, pay television, mobile internet based access and different other products. Telstra has been able to develop a history in Australia with respect to its origins (Telstra.com.au., 2018). The social media activities of Telstra in the telecommunications industry will be analysed in the essay. The product of Telstra which has been considered for the analysis is “mobiles on a plan”.
As discussed by De Mooij (2018), social media has been able to play a key role in the ways by which lives of people have been changed and workplace environment of organizations are affected. The connection and communication based levels among the employees and customers have been an important part of the usage of social media. The different social media based channels that are significant to the social media strategy include, Twitter, Facebook, LinkedIn and Instagram. Telstra has been able to develop effective social media based strategies which plays a major role in the communication process among the employees.
As argued by Felix, Rauschnabel and Hinsch (2017), the ideas and beliefs of different types of employees are thereby represented in an effective manner with the help of social media based usage. The company is thereby able to maintain high levels of transparency among the employees and with the customers as well. Telstra has thereby developed a hub based on ideas and news which has been named as “Telstra Exchange”. This program is mainly aimed at developing effective levels of communication among the employees who are considered to be an important part of the organizational operations.
The levels of transparency which are expected from the employees are thereby ensured with the help of proper usage of social media within Telstra. The feedback which is thereby provided by the consumers is an important part of the social media based strategy. The thoughts of customers can be heard with the help of social media usage. The social media based team of the organization is thereby committed towards providing 24*7 support to the consumers. The CrowdSupport community which has been developed within the website of the company is helpful in providing support to the customers (Guesalaga, 2016).
The employees who are a part of Telstra are provided effective levels of training in order to use social media for communicating among themselves and the customers as well. The employees will thereby need to participate in the training programs based on social media. The employees thereby need to be trained before they are able to represent Telstra on different social media based platforms. A company based policy has thereby been released by the carrier and media based organization in order to prevent different issues which take place on the social media platforms (Hajli, 2014). The issues which have taken place between the management of Telstra and the employees on social media platforms can thereby be prevented with the help of proper training. Major aim of the training is related to the ways by which employees can update their knowledge based on the emerging trends on social media platforms and the best practice related to social media as well (Theaustralian.com.au., 2018).
The employees or staff members are thereby provided with effective levels of knowledge based on their domain which can be used for solving issues which are faced by the customers. The employees are also not allowed to share confidential information related to the organization on the social media platforms. The policies which have been set up by Telstra are based on the regulations which the employees need to follow in order to communicate with the customers. The personal use of social media by the employees of Telstra is not affected by the policies which are developed by the company (Hollebeek, Glynn & Brodie, 2014).
The mobile data based plans which are provided by Telstra are a major part of the services which are offered by the company. Telstra had thereby merged the activities with Facebook in order to provide live chat based services to the consumers. The organization aimed at reaching the customers with the help of its products and services. Facebook has millions of users which can act as an important source for Telstra and the products that are offered by the company. The live chat based function which has been developed by Telstra is thereby available all through the day in order to solve different issues which are regularly faced by consumers (Ioan?s & Stoica, 2014). Twitter is also used by Telstra in order to reach the consumers and provide effective information based on their services and products. The organization is able to deal with the inquiries which are made by the users based on the mobile plan based services offered by Telstra. The company has developed a team which is able to monitor the chats and inquiries which are made between the customers and employees (Kilgour, Sasser & Larke, 2015).
Telstra thereby aims at engaging with the customers online which helps in providing recognition to the business with respect to changes which take place based on their needs. The increase in usage of technology is considered to be a major factor which affects the social media strategies developed by Telstra. The organization offers Android operating system based phones to the customers along with different plans which are able to suit their needs on an effective manner (Killian & McManus, 2015).
The social media based strategy which has been made by Telstra is based on the push related to reach more and more customers within a short period of time. Telstra has been able to increase awareness levels of the company with the help of its effective social media based strategy. The advertisement based activities that are performed by Telstra are also supported effectively with the help of the strategy which has been implemented by the company on social media (Kumar et al., 2016).
Social media plays a major role in the proper operations of an organization like Telstra. The modern organizations need to develop communication levels with the customers and among the employees as well. The innovative strategies implemented by an organization on social media are thereby able to create its position within the customers. The marketing mix of an organization is also affected in a huge manner by the social media based strategies (Leeflang et al., 2014).
The marketing mix of Telstra is also affected in a huge manner by innovative social media based strategies which have been implemented by the company. The organization has been able to involve the employees and the customers within the innovative social media based strategies which have been developed by the management. The marketing mix of the organization is thereby developed in such a manner which will be able to complement the social media based strategies of Telstra (Ryan, 2016).
Product – Telstra has developed its position as one of the biggest telecom based organization in Australia. The organization has been serving many different categories with the help of its different products. The categories which are thereby served by the company include, small business, personal and Business & Enterprise. The personal category of the organization is based on products like, tablets, pre-paid mobile phones, broadband and bundles, smart home and mobile broadband. The personal category of products is thereby based on effective social media based strategies that are developed by Telstra (Schivinski & Dabrowski, 2016). The most important part of the operations of the company is based on the products which are offered to the customers with the help of its mobile post-paid plans. The organization has been able to maintain effective levels of contact with the customers through the social media based strategies. The product based strategy of the company is thereby an important part and is related to the social media strategies of Telstra. The employees are included in social media based strategy in order to help them in solving the issues which are faced by the customers (Zhu & Chen, 2015).
Price – The pricing based strategy which has been adopted by Telstra is highly competitive in nature. The marketing mix based strategy of the organization is thereby totally based on the ways by which Telstra aims at maintaining its topmost position in the industry. The combo based packages of Telstra have been priced in such a manner which helps the company to compete in the telecommunications based industry. The mobile related plans which have been formed by the company are priced effectively by the company (Ashley & Tuten, 2015). The social media pages and connections of the company have been helpful in for Telstra to communicate its plans to the respective consumers. The organization is able to reach the consumers with the help of social media connections of Telstra. This is thereby helpful for Telstra to reach a larger number of customers as compared to its competitors in the Australian telecommunications industry namely, Vodafone and Optus (Schivinski & Dabrowski, 2016).
Place – The online platforms are used by Telstra in order to communicate with the customers and facilitate the levels of sales of different services and products. The websites of the company are able to display all the relevant information based on different products like, mobile phones and other promotional offers. The stores of the organization also consist of help desks which are based on support that is provided to the customers. The organization also operates many offline stores which are helpful in providing connection with the employees (Kilgour, Sasser & Larke, 2015). The stores of Telstra thereby include Wi-Fi hotspots which provide effective opportunities to the customers to connect. The social media and different online platforms of Telstra provide communication based opportunities to the company in order to provide offers to customers. The connection which is developed by the company with customers is quite helpful in developing communication and selling the products effectively as well (Leeflang et al., 2014).
Promotion – The promotional offers which are made by Telstra which include, doubling data provided to consumers are communicated through the online platforms. The company aims at developing and providing the special offers during different festivals. The promotional strategies formed by Telstra are thereby based on offering the mobile plans at highly discounted rates and developing hotspots in order to improve the levels of visibility (Schivinski & Dabrowski, 2016). The smart usage of social media based platforms is an important part of the promotional strategies which are developed and implemented by Telstra. The hotspots which are formed by the company are helpful in creating high levels of awareness and buzz among the consumers. The offerings of the company are thereby promoted effectively through different social media based platforms of Telstra (Hollebeek, Glynn & Brodie, 2014).
According to Tiago and Veríssimo (2014), the marketing mix based activities of Telstra are important for developing effective customer base of the company. The marketing mix models and factors of the company are thereby helpful in the identification of performance levels, profits and drivers of the sales as well. The organization is also able to analyse different marketing scenarios and tactics within a specific period of time. The organization is able to assess the levels of budget which need to be allocated through different types of channels. The levels of spending which need to be made in different channels and areas of the organization can be analysed with the help of proper development of marketing mix. Different assumptions which are made by the company are also effective for the development of proper marketing mix.
According to Tsimonis and Dimitriadis (2014), the marketing mix based models of the organization can also face many different limitations related to time and significant levels of costs. The lack of transparency levels and measurement based standards are also considered to be major limitations of marketing mix. The messy levels of data which are used by the organization can affect the marketing mix which has been formed by Telstra. The advertising based content of the organization is also considered to be a major factor which can act as a limitation in this case.
Marketing mix is based on the generalisation of different types of products and services. This a major disadvantage as some of the angles are not always effective for different products. The development and selection of best practice is quite tough in this case. The approach which is made by the company with the help of marketing strategies can also be considered to be highly risky in nature. The creative levels of different approaches are based on the response which is provided by the consumers who are targeted by the company. The creative approaches are thereby helpful in differentiating the company from the competitors in the industry (Tuten & Solomon, 2017).
Conclusion
The essay can be concluded by stating that the modern organizations need to develop effective social media marketing based strategies in order to operate in the industry in a profitable manner. Telstra has been able to use the social media based strategies in order to increase the levels of awareness and further to develop its position in the industry as well. The competitive telecommunications industry is thereby an important factor which is affects the social media based strategies. The marketing mix which has been developed by Telstra is also affected by the social media activities of the company. Telstra has thereby included social media strategies within the marketing mix which has been developed for the target customers. Marketing mix developed by Telstra is able to affect the ways by which the organization is able to form its position in the industry. The activities related marketing mix of the organization have some major levels of disadvantages as well. These disadvantages are based on the ways by which the different products are offered to the suitable customers. Marketing mix of the organization is however not able to relate to different products which are offered by the company to the customers. The activities based on marketing mix of different organizations thereby have many different advantages and disadvantages which can affect the customer base.
References
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15-27.
De Mooij, M. (2018). Global marketing and advertising: Understanding cultural paradoxes. SAGE Publications Limited.
Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70, 118-126.
Guesalaga, R. (2016). The use of social media in sales: Individual and organizational antecedents, and the role of customer engagement in social media. Industrial Marketing Management, 54, 71-79.
Hajli, M. N. (2014). A study of the impact of social media on consumers. International Journal of Market Research, 56(3), 387-404.
Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of interactive marketing, 28(2), 149-165.
Ioan?s, E., & Stoica, I. (2014). Social media and its impact on consumers behaviour. International Journal of Economic Practices and Theories, 4(2), 295-303.
Kilgour, M., Sasser, S. L., & Larke, R. (2015). The social media transformation process: curating content into strategy. Corporate Communications: An International Journal, 20(3), 326-343.
Killian, G., & McManus, K. (2015). A marketing communications approach for the digital era: Managerial guidelines for social media integration. Business Horizons, 58(5), 539-549.
Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R., & Kannan, P. K. (2016). From social to sale: The effects of firm-generated content in social media on customer behavior. Journal of Marketing, 80(1), 7-25.
Leeflang, P. S., Verhoef, P. C., Dahlström, P., & Freundt, T. (2014). Challenges and solutions for marketing in a digital era. European management journal, 32(1), 1-12.
Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers.
Schivinski, B., & Dabrowski, D. (2016). The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications, 22(2), 189-214.
Schivinski, B., Christodoulides, G., & Dabrowski, D. (2016). Measuring consumers’ engagement with brand-related social-media content: Development and validation of a scale that identifies levels of social-media engagement with brands. Journal of Advertising Research, 56(1), 64-80.
Telstra.com.au. (2018). Telstra – mobile phones, prepaid phones, broadband, internet, home phones, business phones. Retrieved from https://www.telstra.com.au/
Theaustralian.com.au. (2018). Telstra reveals social network plan. Retrieved from https://www.theaustralian.com.au/business/technology/telstra-reveals-social-networking-strategy/news-story/51afa740518c0020465483b76e3ef537
Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why bother?. Business Horizons, 57(6), 703-708.
Tsimonis, G., & Dimitriadis, S. (2014). Brand strategies in social media. Marketing Intelligence & Planning, 32(3), 328-344.
Tuten, T. L., & Solomon, M. R. (2017). Social media marketing. Sage.
Zhu, Y. Q., & Chen, H. G. (2015). Social media and human need satisfaction: Implications for social media marketing. Business horizons, 58(3), 335-345.
Essay Writing Service Features
Our Experience
No matter how complex your assignment is, we can find the right professional for your specific task. Contact Essay is an essay writing company that hires only the smartest minds to help you with your projects. Our expertise allows us to provide students with high-quality academic writing, editing & proofreading services.
Free Features
Free revision policy
$10Free bibliography & reference
$8Free title page
$8Free formatting
$8How Our Essay Writing Service Works
First, you will need to complete an order form. It's not difficult but, in case there is anything you find not to be clear, you may always call us so that we can guide you through it. On the order form, you will need to include some basic information concerning your order: subject, topic, number of pages, etc. We also encourage our clients to upload any relevant information or sources that will help.
Complete the order form
Once we have all the information and instructions that we need, we select the most suitable writer for your assignment. While everything seems to be clear, the writer, who has complete knowledge of the subject, may need clarification from you. It is at that point that you would receive a call or email from us.
Writer’s assignment
As soon as the writer has finished, it will be delivered both to the website and to your email address so that you will not miss it. If your deadline is close at hand, we will place a call to you to make sure that you receive the paper on time.
Completing the order and download