Dynamic Process Analysis
Dynamic Process Analysis
A system or process that is easily modified and always altering is said to be dynamic. The process is typically more informal, fluid, and adaptable and is not standardized. It entails administrative choices and actions that are less structured and strategic. Our team has decided to focus specifically on the marketing process within AMC. Businesses use a series of strategic actions known as the marketing process to develop, convey, and provide value to their target audience while simultaneously accomplishing their own organizational objectives. An information system that supports this process is Social Media.
Before we get into what specific social media platform AMC uses to market their company, we have to understand how social media information systems (SMIS) are used. According to the Using MIS textbook, social media, in general, “is the use of information technology to support the sharing of content among networks of users”(Kroenke & Boyle, 2021, p.529). It allows people to build communities and stay connected. With that being said, an SMIS is an information system that supports the ability to do that.
A Social Media Information System that AMC uses is Facebook. It is an effective marketing tool that allows them to connect and communicate with their customers. AMC uses the platform to promote movies, special events, and exclusive offers. They also use paid ads to reach a broader audience, targeting specific demographics and interests. The paid ads help AMC to reach potential customers who are likely to be interested in upcoming films or special promotions. These advertisements can be customized according to factors like location, age, and past engagement with AMC content. Through Facebook, AMC is able to actively engage with its followers on social media. They do this by sharing movie trailers, behind-the-scenes footage, and interactive posts, such as polls, quizzes, and contests. This allows them to stay connected with their audience and build excitement around new releases.
Social Media Plan
AMC's goal is to increase ticket sales, build brand awareness, and encourage repeat visits. Key performance indicators that the AMC mobile app/website uses is Facebook Page Insights. This is used to keep track of audience audience insights, engagement metrics, competitive analysis, etc. AMC caters to a number of demographics, including moviegoers who like a variety of genres and who are often in the teen to adult age range. They also target moviegoers who appreciate a high-end experience and families searching for family-friendly films. Facebook serves as a strong platform for marketing, consumer interaction, and brand development, which adds substantial value for AMC Theatres. It aids in audience engagement, targeted advertisement, and brand awareness. AMC uses Facebook to make personal connections with its customers through comment replies, direct messages, interactive posts, such as trivia and polls, and celebrating fans by recognizing loyalty and sending celebratory messages to customers. Using Google Analytics, statistical data on how users interact with the AMC website is gathered. It records the duration of the visit, the actions performed on the page, the time of the visit, and whether the visitor has been to the location before.
Social Capital refers to the networks, relationships, and social interactions that facilitate cooperation and collaboration among individuals and organizations. It encompasses the value derived from social connections, trust, and mutual understanding, which can lead to various benefits, such as enhanced information sharing, improved collaboration, and increased opportunities for growth. There are many values to social capital such as:
Enhanced Collaboration: Strong networks facilitate better teamwork and innovation.
Social Capital= Number of Relationships×Relationship Strength×Entity Resources
N = 10,000,000 (AMC Stubs members)
S = 5 (average interactions per month)
R = 0.8 (80% satisfaction score)
Social Capital=10,000,000×5×0.8=40,000,000
A platform that uses social media to facilitate communication and social interaction between employees. The software is only used within the organization to manage collaboration, communication, problem-solving, and decision-making efficiently. Enterprise 2.0 uses various social networks that allow employees to network and share information. SLATES stands for search, links, authoring, tags, extensions, and signals. This encompasses how employees should navigate their Enterprise social network. Workers should search for the information they need and send/receive alerts for any vital or critical information about the organization. AMC has one enterprise social network called Workplace. The workplace is used for crew members to engage, see other employee experiences, and be updated on the news throughout the company.
AMC addresses SMIS concerns by having a thorough strategy. This strategy includes access controls, two-factor authentication, and extensive security protocols, all protecting valuable information. Employees are trained to ensure a strong understanding of all social media protocols in place. AMC’s protocols prohibit employees from sharing any confidential information about the company, including financial data, upcoming marketing campaigns, and company strategies. Employees are advised to keep a clear separation between professional and personal views, clarifying that personal opinions do not represent AMC’s views. Employees of AMC are also expected to comply with all legal standards when using social media. They are also expected not to post negative or offensive AMC, colleagues, competitors, or customers. AMC’s social media policy aims to balance employee freedom of expression with maintaining confidentiality and company image. AMC has a variety of ways of handling inappropriate content and unfavorable reviews. They moderate their social media platforms by filtering inappropriate and derogatory posts or comments. They also monitor and respond to any unfavorable reviews, apologize for them, and offer a solution to the customer. Suppose a problem occurs in the theater, although AMC does not have a customer service hotline. In that case, employees are instructed to hand out customer service cards that contain contact information to the Twitter or Facebook page AMC to help resolve any issues that could not be resolved in the theater. There are a lot of complaints from guests about AMC’s customer service, so AMC should consider a customer service hotline to mitigate customer dissatisfaction and improve customer service.
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