Dynamic Process Analysis
DSW uses Facebook to support customer engagement, brand awareness, and marketing campaigns.
DSW uses followers, growth rate, impressions, engagement, CTR, and response time. The target audience for this company is fashion forward shoppers who seek quality footwear. The value they provide is styling tips, shoe care guidance, and customer support. DSW uses Facebook insights and google analytics to measure conversions and campaign traffic. Social capital is relationships value and network influence. For example, if DSW has 500k Facebook followers and a LinkedIn community. Let's say the average engagement reflects a relationship strength of 0.05, then the social capital would equal 25,000 units, which shows a strong community influence. An enterprise social network is a private internal platform. Enterprise 2.0/SLATES stands for search, links, authoring, tags, extension, and signals. DSW uses internal tools like Slack or Microsoft Teams to align these principles. So, social media policy is who can publish/stand for the brand the how to respond. For example, a customer posted a negative review online about DSW, so DSW decided to publicly apologize and request details in private. They did this so that the customer would be satisfied and for the issue to be resolved. A SMIS incident example is when a YouTube video was created to criticize how DSW shipped the customer’s products late. DSW decided to message the individual privately and follow up with improved shipping information.
Dynamic process refers to the business processes that are flexible, informal, and adaptive which are used by company managements to make strategic decisions and perform related activities in a less structured managerial setup. These processes require human judgement for them to function and be used appropriately, and they tend to evolve over time. The dynamic process to focus on is marketing. This is so because our company, DSW, focuses on a variety of brand shoes and fashion accessories that are marketed to various consumers across multiple geographic locations.
The social media information system (SMIS) that supports marketing as a dynamic process is Instagram. It is the most preferable because it allows the company to post multiple pictures that are made available to the target current and potential customers with the relevant descriptions attached to them. The items are clearly described to give customers all the information they need. For instance, DSW has an active Instagram account with multiple graphics some of which are provided below. The graphics provide a clear picture of the items and some information about them.
Our firm, DSW, developed a social media plan to create an effective SMIS. A range of metrics are used among them reach and impressions based on the accounts that see the firm content on Instagram, the level of engagement based on the likes, comments and shares based on the pictures posted on the firm page and the conversion rates. When the company follows these metrics, it gathers insights about the audience reached by the customers and how effective the contents are in engaging the target audience. DSW focuses on style and affordability for fashion-forward women between the ages of 18 and 44. Men, families, and devoted VIP members are among its secondary clientele. Young professionals and college students are important target audiences for seasonal advertising. Influencer collaborations and multicultural marketing are two ways DSW advances diversity and inclusion. Through VIP benefits, early product access, exclusive discounts, and interesting material like style advice, they provide value. Their social media platforms encourage community building and product discovery through influencer partnerships and user-generated content. DSW tracks user interactions, measures conversions, and adjusts plans based on real-time data on social media campaigns using technologies like Google Analytics and platform-specific insights.
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Social capital refers to the value of social networks that a company is inclined to, and the benefits enjoyed as a result. It is valuable because it enhances trust between various stakeholders which finally fuels the performance of the company in terms of sales and economically. The formula provided is Social Capital = Number of Relationships × Relationship Strength × Entity Resources. Example estimate for DSW:
Number of relationships:
2M across platforms (e.g., 1M on Facebook, 600k on IG, etc.)
Relationship strength:
0.4 (moderate engagement and loyalty)
Entity resources:
Loyalty program, exclusive drops, customer service → value of 8
So, estimated social capital:
2,000,000 × 0.4 × 8 = 6,400,000
Enterprise Social Network (ESN) refers to the software platform which utilizes social networks to enhance the cooperation of people working within a given organization. It makes use of specialized enterprise social software that is specifically designed to be used within the organization under consideration. Enterprise 2.0 is basically the use of ESN within various organizations to enhance collaboration and share information. Furthermore, SLATES refer to the key features of Enterprise 2.0. It is an acronym that stands for search, links, authoring, tags, extensions, and signals. Our company utilizes all these approaches as it engages the audience using social media.
When SMIS security concerns emerge, the company’s IT team collaborates with key managers to restore normal operations as soon as possible. It has social media policy to govern the conduct of employees in the company. Inappropriate reviews and contents are flagged and removed. The managers in some cases contact the reviewer directly to address the concerns raised (Remove Online Information, 2024).
Remove Online Information. (2024). Top strategies to remove negative reviews and protect your online reputation. https://www.youtube.com/watch?v=cs7C861IPd0
The process of generating a virtual version of anything, such as storage devices, network resources, or hardware platforms, is known as virtualization. The three primary categories are:
- Server virtualization: Multiple virtual servers can operate on a single physical device.
- Desktop virtualization: Users may access their PCs from any device
- Storage virtualization: Creates the appearance of a single storage unit by pooling physical storage from several devices.
To save hardware costs, boost scalability, and enable cloud-based apps like e-commerce platforms, DSW probably employs server virtualization in their IT architecture. Desktop virtualization might facilitate remote or hybrid work for business employees, if it isn't already. Because of DSW's extensive digital footprint and data requirements, virtualization is both appropriate and advantageous for system dependability and cost effectiveness.
New technologies are constantly shaping the way businesses connect with customers and manage internal processes. Some of the technologies that companies like DSW could take advantage if includes AI-driven analytics, augmented reality (AR), chatbots, and personalization algorithms. Each of these technologies has the potential to improve customer engagement and streamline operations, especially in marketing. DSW already uses social media platforms like Facebook and Instagram to engage with customers and promote its brand. DSW could integrate AI-powered tools to enhance interactions further. For example, using machine learning models to analyze customer engagement data could help tailor promotions based on browsing history, purchase patterns, or even seasonal trends. Another opportunity lies in augmented reality. DSW could implement AR features in its mobile app to allow customers to "try on" shoes virtually. This would enhance the digital shopping experience. It cuold also help reduce return rates. Chatbots are another useful tool. Integrating them into the website or mobile app could improve customer service by providing 24/7 assistance, answering common questions, or guiding users through checkout and returns.
There is no evidence that DSW has a BYOD policy. It’s likely to have all work devices such as POS terminals, inventory scanners, and computers that are all company owned and managed. BYOD stands for bringing your own device. It is the practice of employees using their own personal devices for work-related tasks. MDM is a type of security software used by organizations to monitor and secure mobile devices. DSW does not use MDM software. Using BYOD and MDM can cause cost savings on hardware and greater mobility for remote tasks. There are also some risks like data leakage and compliance challenges. DSW should continue with company owned devices because there are less risks.
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