Using mis 7th edition kroenke solutions manual by catherine.ayala881

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Kroenke - Using MIS 7th Ed - Instructor’s Manual

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Social Media Information Systems

LEARNING OBJECTIVES • • • • • • •

Define a social media information system (SMIS). Explain how SMIS advance organizational strategy. Explain how SMIS increase social capital. Describe roles that SMIS play in the hyper-social organization. Describe how (some) companies earn revenue from social media. Explain how organizations can manage the risks of social media. Discuss social media issues in 2024.

CHAPTER OUTLINE • •

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What is a social media information system (SMIS)? o Three SMIS roles o SMIS components How do SMIS advance organizational strategy? o Social media and the sales and marketing activity o Social media and customer service o Social media and inbound and outbound logistics o Social media and manufacturing and operations o Social media and human resources How do SMIS increase social capital? o What is the value of social capital? o How do social networks add value to businesses? o Using social networking to increase the number of relationships o Using social networks to increase the strength of relationships o Connecting to those with more assets What roles do SMIS play in the hyper-social organization? o Consumers become humans o Market segments become tribes o Channels become networks o Structure and control become messy o How can SMIS foster hyper-social organizations? How do (some) companies earn revenue from social media? o Key characteristics of Web 2.0 o Does mobility reduce online ad revenue?

Kroenke - Using MIS 7th Ed - Instructor’s Manual

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How can organizations manage the risks of social media? o Managing the risk of employee communication o Managing the risk of user-generated content 2024?

Using MIS InClass 8 Any Kayakers Here at the Grand Canyon? 1. Visit www.salesforce.com/chatter to learn Chatter’s features and applications. Using what you learn, state one Chatter application for each of the value chain activities in Figure 8-6. Since Chatter is a social media network for an enterprise, it can be used to improve communication between all parts of an organization, internally, and to establish a better bond with the organization’s suppliers and customers. Chatter can be applied in any of the value chain activities in Figure 8-6. Students will identify a variety of Chatter applications for these activities. 2. From the salesforce.com site, find three interesting Chatter applications other than General Electric’s. Summarize those applications. Classify them in terms of Figure 86. Since the applications on the Salesforce.com web site are likely to change over time, the examples selected by students will vary. Here are three examples that are currently available: • Burberry - Burberry World, "the ultimate expression of the Burberry brand," where visitors can "engage, entertain, and interact, as well as providing the ultimate online luxury shopping experience." The goal istotal integration among the company, its employees, its customers, and the all-important brand. "Our vision is that a customer has total access to Burberry, across any device, anywhere," says CEO Angela Ahrendts. "They get exactly the same feeling of the brand and and feeling of the culture. Everyone can come to Burberry World and understand the journey that Burberry is on." Sales and Marketing/Customer Service. • Virgin America - To overcome the challenges caused by rapid expansion and maintain its fun-loving and people-oriented culture, the company depends on Salesforce and a Chatter social network to keep everyone connected. "It's important to interact with everyone on our team and make them all part of our community," says David Cush, Virgin America's CEO. Although 90 percent of the airline's employees never sit at a desk or in front of a PC, they interact and communicate regularly using mobile phones and tablets. Cush continues, "Now, with Salesforce, they have a powerful tool to see everything that's going on at the company and stay aligned around our guests." Marketing/Customer Service. • Commonwealth Bank of Australia - CommBank’s 48,000 employees are widely distributed around the country. They’re also a very social group, so an employee social network like Chatter is a natural fit for internal collaboration. “Now the Copyright © 2015 Pearson Education, Inc.

Kroenke - Using MIS 7th Ed - Instructor’s Manual

narrative of the business can be captured and shared,” says Chief Marketing Officer Andy Lark. “People can turn every communication into a social communication—on their own device. That is enormously powerful.” Especially since many branch employees don’t have their own dedicated computers. “It's about helping employees do more in less time.” Human Resources 3. One obvious example for SM machines is for the machines to report operational status, say speed, temperature, fuel usage, and so on, depending on the type of machine, to a Chatter or other SM site. How can the organization use such reporting in the context of machine, customer, and employee social media? Operational status information reported by machines could be fed to the employees who are responsible for monitoring machine status and performance. Problems that may be developing might be able to be identified before becoming significant, enhancing employee maintenance tasks and improving customer satisfaction. Machine designs can be improved through this status reporting which will appeal to customers. Machines that must work in a coordinated fashion will be able to be better coordinated through the direct communication of status information. 4. Consider foursquare for machines. Besides cars with kayaks asking for the presence of other cars with kayaks, what other uses can your team envision? Consider machine-to-machine interactions as well as machine-to-human interactions. Student responses will vary. 5. Besides reporting operational status and foursquare for machines, what other applications for machine-employee-customer SM can you envision? Student responses will vary.

USING YOUR KNOWLEDGE 8-1. Using the Facebook page of a company that you have “Liked” (or would choose to),

fill out the grid in Figure 8-5. Strive to replace the phrases in that grid with specific statements that pertain to Facebook, the company you like, and you and users whom you know. For example, if you and your friends access Facebook using an Android phone, enter that specific device. Student responses will vary depending upon which company is Liked, the users known, and the devices used. (LO: 1, Learning Outcome: Discuss the role of information systems in supporting business processes, AACSB: Analytic Skills) 8-2. Name a company for which you would like to work. Using Figure 8-6 as a guide,

describe, as specifically as you can, how that company would use social media. Include community type, specific focus, processes involved, risks, and any other observations. a. Sales and marketing b. Customer service c. Inbound logistics

Kroenke - Using MIS 7th Ed - Instructor’s Manual

d. Outbound logistics e. Manufacturing and operations f. Human resources Student responses will vary, depending on the company that is chosen. Look for the following ideas in their responses: a. Sales and marketing – Communities are defenders of belief. Communities focus outward to prospects. Social CRM is dynamic; members of community can promote sales to others in the community through blogs, wikis, and reviews. Risks include SM messages that are misperceived by the community (and backfire) resulting in poor public relations. b. Customer service – Communities are seekers of truth, reaching outward to customers to provide peer-to-peer support through problem solving. Frequently very valuable but risk is the loss of control over the community’s solution to the problem. c. Inbound logistics – Communities are seekers of truth, solving problems that occur in the supply chain. Since problem solving requires open exchange of information, loss of privacy is a major risk. d. Outbound logistics – Communities are seekers of truth, solving problems that occur in the supply chain. Since problem solving requires open exchange of information, loss of privacy is a major risk. e. Manufacturing and operations – Communities are seekers of truth. Can focus outward for user design ideas (crowdsourcing) or inward on operations and manufacturing processes (cooperative work among people within the organization). Risks include messy and unpredictable processes. f. Human resources – Communities are defenders of truth. Can search for employee prospects and recruit candidates. Can also facilitate employee communication using internal personnel sites. Risks include the possibility of error. (LO: 2, Learning Outcome: Discuss the role of information systems in supporting business processes, AACSB: Analytic Skills) 8-3. Visit either www.lie-nielsen.com or www.sephora.com. On the site you chose, find

links to social networking sites. In what ways are those sites sharing their social capital with you? In what ways are they attempting to cause you to share your social capital with them? Describe the business value of social networking to the business you chose. Sephora has both Facebook and Twitter links and a link to a Sephora Social page. On this page, there is a Sephora iPhone app download, links to a Beauty Talk site (a community where beauty questions and advice are provided), YouTube videos on beauty tutorials, and links to Sephora’s “Beauty and the Blog” blog site. Sephora is clearly working hard to forge social capital links with its customers and engage those customers with each other and the company. (LO: 3, Learning Outcome: Discuss the role of information systems in supporting business processes, AACSB: Analytic Skills)

Kroenke - Using MIS 7th Ed - Instructor’s Manual

8-4. Visit www.intel.com/content/www/us/en/legal/intel-social-media-guidelines.html.

Using the four pillars that define a hyper-social organization, explain why Intel appears to be hyper-social. Some snippets from the Intel page are included here to help illustrate Intel’s social media intentions. 1. Consumers become humans – Intel asks its employees to “Talk to your readers like you would talk to real people in professional situations.” In addition, “Social communication from Intel should help our customers, partners, and co-workers. It should be thought-provoking and build a sense of community. If it helps people improve knowledge or skills, build their businesses, do their jobs, solve problems, or understand Intel better—then it's adding value.” Both of the

comments illustrate the goal of viewing customers as real human beings. 2. Market segments become tribes – Intel focuses on groups of people with common goals and aspirations. “If it helps people improve knowledge or skills, build their businesses, do their jobs, solve problems, or understand Intel better—then it's adding value.”

3. Channels become networks – Intel strives to form two-way communication, to inform about what Intel is doing, but also to learn. “As a business and as a corporate citizen, Intel is making important contributions to the world, to the future of technology, and to public dialogue on a broad range of issues. Our business activities are increasingly focused on high-value innovation. Let's share with the world the exciting things we're learning and doing—and open up the channels to learn from others.”

4. Structure and control gives way to messiness – Intel encourages and promotes comments and responses. “Consider content that's open-ended and invites response. Encourage comments. You can also broaden the conversation by citing others who are blogging about the same topic and allowing your content to be shared or syndicated.”

(LO: 6, Learning Outcome: Discuss the ethical and social issues raised by the use of information systems, AACSB: Ethical Understanding and Reasoning Abilities) 8-5. Visit http://socialmediatoday.com/ralphpaglia/141903/social-media-employee-policy-

examples-over-100-companies-and-organizations. Find an organization with a very restricted employee SM policy. Name the organization and explain why you find that policy restrictive. Does that policy cause you to feel positive, negative, or neutral about that company? Explain. Student responses will vary depending upon the company selected. A good example of an SM policy that is full of “don’t” messages is that of Baker & Daniels. Baker & Daniels is a law firm and is therefore very careful to define appropriate and inappropriate use of SM communications. This policy is a good example of “what not to do” with social media. (LO: 6, Learning Outcome: Discuss the ethical and social issues raised by the use of information systems, AACSB: Ethical Understanding and Reasoning Abilities)

COLLABORATION EXERCISE 8 You most likely do not know much about the particular purposes and goals that Flores’ and his partners and staff have for the social media group they will create to motivate their cardiac patients to maintain their exercise programs. So, you can’t realistically

Kroenke - Using MIS 7th Ed - Instructor’s Manual

create a prototype social media site for that purpose. Instead assume that you and your group are going to create a social media group for maintaining motivation on an exercise program for getting and staying in shape for an intra-mural soccer or other sports team over the summer. Or, if your group prefers, assume you are going to create a group to maintain discipline for maintaining a diet, or some other program that requires discipline that can be assisted by a social group. Using iteration and feedback, answer the following questions: 1. State the particular goals of your group. Be as specific as possible. Student group’s answers will vary. Look for the group to select a goal that requires individual commitment, time, and effort to achieve and has some definite way of measuring success. Training to complete a 10K race in a certain amount of time on a certain date is an example. (LO: 2, Learning Outcome: Explain how IS can enhance systems of collaboration and teamwork, AACSB: Analytic Skills) 2. Identify five different social media alternatives for helping your group to maintain discipline for the activity you selected. An obvious choice is a Facebook group, but find other alternatives as well. Visit www.socialmediatoday.com for ideas. Summarize each alternative. Student responses will vary, depending on the methods the group thinks will be helpful in promoting the group’s overall goal. Several obvious choices are Facebook groups and Google +’s new Communities. (LO: 2, Learning Outcome: Explain how IS can enhance systems of collaboration and teamwork, AACSB: Analytic Skills) 3. Create a list of criteria for evaluating your alternatives. Use iteration and feedback to find creative criteria, if possible. Student responses will vary. Look for criteria that will help the group narrow their selection down to a social media option that will be easy to use, provide the “right” level of control and privacy, and possibly integrate easily into their existing social media presence. (LO: 3, Learning Outcome: Explain how IS can enhance systems of collaboration and teamwork, AACSB: Analytic Skills) 4. Evaluate your alternatives based on your criteria, and select one for implementation. Student responses will vary. Look to be sure that the students have accurately assessed each social media option against their criteria and have not simply chosen an option because of familiarity. (LO: 3, Learning Outcome: Explain how IS can enhance systems of collaboration and teamwork, AACSB: Analytic Skills) 5. Implement a prototype of your site. If, for example, you chose a Facebook group, create a prototype page on Facebook. Student responses will vary. (LO: 3, Learning Outcome: Explain how IS can enhance systems of collaboration and teamwork, AACSB: Use of Information Technology)) 6. Describe the five components of the SMIS you will create for your group. Be very specific with regard to the procedure and people components. Your goal should be to produce a result that could be implemented by any group of similarly motivated

Kroenke - Using MIS 7th Ed - Instructor’s Manual

students on campus. Hardware: User: any user computing device; application provider: cloud-based servers. Software: User: device OS; application provider: application, DBMS Data: User: user-generated content; connection data; application provider: content and connection data storage and rapid retrieval Procedures: User: plans and commitment to post entries, view other’s posts, and provide response and support to other group members; application provider: run and maintain application. People: User: upfront agreement about who is involved and who can view the posts; application provider: staff to run and maintain application. (LO: 3, Learning Outcome: Explain how IS can enhance systems of collaboration and teamwork, AACSB: Analytic Skills) 7. Assess your result. How likely is it to help your group members achieve the goals in item 1? If you see ways to improve it, describe them. Student responses will vary. (LO: 3, Learning Outcome: Explain how IS can enhance systems of collaboration and teamwork, AACSB: Analytic Skills) 8. Write a two-paragraph summary of your work that group members could use in a job interview to demonstrate their knowledge of the use of social media for employee motivation. Student responses will vary. (LO: 3, Learning Outcome: Explain how IS can enhance systems of collaboration and teamwork, AACSB: Analytic Skills)

CASE STUDY 8 Sedona Social 8-6. Search Facebook for Sedona, Arizona. Examine a variety of Sedona area pages that

you find. Using the knowledge of this chapter and your personal social media experience, evaluate these pages and list several positive and negative features of each. Make suggestions on ways that they could be improved. Student opinions will vary on this topic. Look for student to evaluate the use of this social media venue to support the sharing of content among networks of users. There are numerous beautiful photos of the area, but less in the way of engaging “conversation” on the pages about the area. (LO: 4, Learning Outcome: Discuss the role of information systems in supporting business processes, AACSB: Analytic Skills) 8-7. Repeat question 1 for another social media provider. As of this writing, possibilities

are Twitter, LinkedIn, and Pinterest, but choose another social media provider if you wish. Students’ answers will vary depending on the provider selected. Looking at Pinterest, even more beautiful photos are found along with more commentary and some local business advertising. (LO: 4, Learning Outcome: Discuss the role of information Copyright © 2015 Pearson Education, Inc.

Kroenke - Using MIS 7th Ed - Instructor’s Manual

systems in supporting business processes, AACSB: Analytic Skills) 8-8. The purpose of a Chamber of Commerce is to foster a healthy business climate for all

of the businesses in the community. Given that purpose, your answers to questions 1 and 2, and the knowledge of this chapter, develop a set of 7 to 10 guidelines for local businesses to consider when developing their social media presence. Students’ answers will vary. Their guidelines should encourage businesses to make it easy to find information, get answers to questions, enable users to share photos and comments, keep their pages current and inviting, make it simple for users to share links with their networks, have a plan for dealing with problematic UGC. (LO: 4, Learning Outcome: Discuss the role of information systems in supporting business processes, AACSB: Analytic Skills) 8-9. Sedona has quite a number of potentially conflicting community groups. Explain

three ways that the Chamber of Commerce can use social media to help manage conflict so as to maintain a healthy business environment. Student answers will vary. Students should recognize that the Chamber of Commerce has a role of promoting the community as a place for growth and development. Therefore, it should use social media to foster positive relationships among those who stand to benefit from the community’s growth and development. Since there will be conflicting opinions among the various community groups, social media can help each group feel as if its voice is being heard and listened to. (LO: 4, Learning Outcome: Discuss the role of information systems in supporting business processes, AACSB: Analytic Skills) Examine Figure 8-6 and state how the focus of each of the primary value chain activities pertains to the Chamber of Commerce. If one does not pertain, explain why. In your answer, be clear about who the Chamber’s customers are.

8-10.

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Sales and marketing – the Chamber’s customers are the owners of prospective businesses in the region. Social CRM can help the chamber manage its contacts with business prospects. • Customer service – provides answers to current Sedona area businesses and also connects existing and prospective businesses. • Inbound logistics – could apply to the process of obtaining the content included in Chamber/community promotional material. • Outbound logistics – used to distribute promotional material to the Chamber’s customers (current businesses and business prospects). • Manufacturing/operations – operations applies to the Chamber – employees can share knowledge and problem solving techniques. • Human resources – use for prospecting, recruiting, and evaluating employees. (LO: 2, Learning Outcome: Discuss the role of information systems in supporting business processes, AACSB: Analytic Skills) Given your answer to question 5 and considering your responsibility to manage the Chamber’s social media presences, state how each applicable row of Figure 8-6 guides the social media sites you will create.

8-11.

Kroenke - Using MIS 7th Ed - Instructor’s Manual

By considering each row of Figure 8-6, a variety of uses of social media become apparent. Keeping all these uses in mind will help ensure that social media sites are created for all parts of our value chain, not just one or two. (LO: 2, Learning Outcome: Discuss the role of information systems in supporting business processes, AACSB: Analytic Skills) Using your answers to these questions, write a job description for yourself. The Social Media Manager will help moderate and inspire promotional communications via Chamber of Commerce specific Internet-based applications to encourage the exchange of user-generated content. This position will serve as a conduit between the Chamber staff and website consumers (current Sedona businesses, prospective Sedona businesses, and the general public) to report events via social media channels. Manages the social media elements to foster interaction, education, engagement and discussion regarding the Chamber’s promotional efforts through the use of both internal and external online communities. The Social Media Manager will manage, update and enhance through creative efforts our social media efforts; Facebook, Twitter, and other blogs and social media channels. (LO: 2, Learning Outcome: Discuss the role of information systems in supporting business processes, AACSB: Analytic Skills)

8-12.

Write a two-paragraph summary of this exercise that you could use to demonstrate your knowledge of the role of social media in commerce in a future job interview. Student answers will vary. Look for students to recognize the variety of uses of social media sites and to link the organization’s particular value chain activities to its social media presences. (LO: 2, Learning Outcome: Discuss the role of information systems in supporting business processes, AACSB: Analytic Skills)

8-13.

MyMISLab According to Paul Greenberg, Amazon.com is the master of the 2-minute relationship and Boeing is the master of the 10-year relationship. Visit www.boeing.com and www.amazon.com. From Greenberg’s statement and from the appearance of these Web sites, it appears that Boeing is committed to traditional CRM and Amazon.com to social CRM. Give evidence from each site that this might be true. Explain why the products and business environment of each company cause this difference. Is there any justification for traditional CRM at Amazon.com? Why or why not? Is there any justification for social CRM at Boeing? Why or why not? Based on these companies, is it possible that a company might endorse Enterprise 2.0, but not endorse social CRM? Explain. Boeing has a very traditional Web site that is focused primarily on providing information to the site user—a one way flow from the company to the user. You can sign up to follow Boeing on Twitter so that Boeing can send short messages to its followers. Amazon, on the other hand, has been a pioneer in using the Web for creating social CRM. The two companies have such a different product line that the

8-14.

Kroenke - Using MIS 7th Ed - Instructor’s Manual

different use of the Internet makes sense. Boeing offers products that are enormously complex and expensive and are purchased by only a few customers, whereas Amazon sells thousands of small ticket products to thousands of customers. Traditional CRM makes sense for Boeing but not for Amazon. Similarly, social CRM makes sense for Amazon but not for Boeing. Enterprise 2.0 involves applying Web 2.0 technologies, collaboration systems, social networking, and related technologies to facilitate the cooperative work of people in the organization. Certainly, it is possible that an organization can embrace Enterprise 2.0 for its own employees without extending that approach out to its customers. That may make a lot of sense for companies like Boeing. (LO: 3, Learning Outcome: Discuss the role of information systems in supporting business processes, AACSB: Analytic Skills) Google or Bing “Chloé” and search for sites that offer Chloé fashion products. Identify companies that have purchased the Chloé AdWord. Follow three or four such links. Identify as many Web 2.0 features in the sites that you encounter as you can. Explain what you think the business rationale is for each site. Companies that have purchased the Chloe AdWord include www.bergdorfgoodman.com, www.matchesfashion.com, and www.designerapparel.com.

8-15.

The Bergdorf Goodman site is a traditional e-commerce site, but does include links to Facebook, Twitter, and has a “Bergdorf Buzz” link for user-generated content. MatchesFashion.com is a traditional e-commerce site, but does include links to Facebook and Twitter. DesignerApparel.com is a traditional e-commerce site. It appears that Bergdorf Goodman is making more use of Web 2.0 features than the other sites so that it can strengthen its relationship with its customers. The other sites are more focused on enabling purchase transactions only. (LO: 5, Learning Outcome: Discuss the role of information systems in supporting business processes, AACSB: Analytic Skills)