The social economy: Unlocking value and productivity through social technologies) their importance in social technologies became clear. This weeks post will discuss how value levers have benefited Taco Bells implementation of Enterprise 2.0. There are 10 value levers as can be seen below organised into separate sub-categories which are listed below.
A - Product Development
1.Co-create products.B - Operations and Distribution
2. Leverage social technologies to forecast and monitor3. Use social technologies to distribute business processes
C - Marketing and Sales4. Derive customer insights (shared with Product Development)5. Use social technologies for marketing communication / interaction6. Generate and foster sales leads7. Social commerce
D - Customer Services8. Provide customer care via social technologies
E - Enterprise-Wide Levers9. Use social technology to improve intra- or inter-organizational collaboration and communication.10. Use social technology to match talent to tasks.
The reason Taco Bell was chosen as the company to analyse was due to their strong involvement in social technologies. Their social media department began in 2007 and since then has expanded into an entire organization with PR operations, product and marketing leaders planning and researching social media operations. They were even awarded with Ad Age's 2013 Marketer of the Year and have implemented over 50 separate social technology campaigns since opening their social media department.
The two most relevant areas for the case study are Marketing and Sales and Customer Services.
Marketing and Sales
Upon releasing Doritos Locos Tacos, Taco Bell ran an advertising campaign based upon various social technologies. With the ability to moderate messages sent to their Twitter, Taco Bell could then send approved tweets to a billboard on Times Square and Sunset Blvd. This apply's to the specific levers of Using social technologies for marketing communication and Deriving customer insights.
By having the Tweets posted publicly it not only increases awareness of the product and encourages customer interaction but also allows customers to send their insights. With the implementation of a webcam on the billboard it also allowed people to send tweets from home and watch it being displayed on the billboard on a live stream. This turned out to be a very successful promotion and increased sales of the product by over 50%.
Customer Services
Another lever that Taco Bell has proven to exceed at is the use of social media to enhance customer services. Between 2007 and 2012 Taco Bell reached seven million Facebook followers through organic growth. On top of this they also heavily invested in posting on other social media technologies such as Twitter, Youtube, Vine, Snapchat, Pintrest and Tumblr. They dedicate a large amount of resources to social media and use a social media think tank which reviews the performance of previous social activity and sets plans for the future posts. By reading and posting on a variety of social media platforms it allows Taco Bell to customer care while also increasing their brand image.
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