Organizational Behaviour

DATE: 10th June 2012 LECTURER NAME: Ms. Meena Desai NAME: Sonali Malhotra COURSE: S.Y.BBI
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Acknowledgement
This is to certify that the project given by Ms. Meena Desai Maam has been duly completed and submitted on time. It has helped us in enhancing our personality and knowledge. We thank Ms. Meena Desai Maam for the unstinted support towards the completion of the project. I would also like to thank my parents for the help and support to successfully complete the project on time.

Executive Summary
The social networking sites are gaining a lot of popularity these days with almost all of the educated youth using one or other such sites. These have played crucial role in bringing boundaries and crossing the seas and enabling them to communicate on common plat form. It has become popular and potential mean for them to stay friends with the existing and to grow up their social circle at least in terms of acquaintances.

Contents

Particulars
Introduction Part A Part B Conclusion References Pg 5 Pg 6 Pg 9 Pg 13 Pg 14

Introduction
Social networking can be described as the use of a website to connect people who share any type of interests, common educational background, location, or mutual friends. Websites such as Face book, twitter, and MySpace are social networks in which people can connect based on any common interests, or perhaps connect without any similarities at all. These websites allow people to interact with others in a virtual sense rather than in person. Social networking sites have affected society as a whole. They have grown into huge entities that most have heard of and have taken apart of. Social networks have become so popular now. They affect many different age groups. Objectives of Organizational Behaviour Autocratic - The basis of this model is power with a managerial orientation of authority. The employees in turn are oriented towards obedience and dependence on the boss. The employee need that is met is subsistence. The performance result is minimal. Custodial - The basis of this model is economic resources with a managerial orientation of money. The employees in turn are oriented towards security and benefits and dependence on the organization. The employee need that is met is security. The performance result is passive cooperation. Supportive - The basis of this model is leadership with a managerial orientation of support. The employees in turn are oriented towards job performance and participation. The employee need that is met is status and recognition. The performance result is awakened drives. Collegial - The basis of this model is partnership with a managerial orientation of teamwork. The employees in turn are oriented towards responsible behaviour and self-discipline. The employee need that is met is self-actualization. The performance result is moderate enthusiasm.
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Part A
Social media is a type of online media that expedites conversation as opposed to traditional media, which delivers content but doesn't allow readers/viewers/listeners to participate in the creation or development of the content. Advantages of Social Media 1.) It is a familiar tool. Most of your students are on social networking platforms, and these services are already tools that students are generally comfortable with and they can probably show you a thing or two in return. 2.) Improve your own knowledge and skills as an educator. By learning how to use these platforms as a teacher, you are making yourself more aware of issues surrounding students today. 3.) Resource availability. From current news feeds, following public figures, learning a new language or improving software skills, there is an endless range of free resources available through social media both linked and hosted. 4.) Improvement of research skills. Being able to find information online is a skill that is now important in the workplace and one that can be taught through lessons designed around social media platforms. 5.) The improvement of communication. If conducted within a controlled environment, then social media can be a way for students and teachers to communicate effectively. This
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could include sending out reminders, posting homework notes and organizing projects or events such as revision classes. 6.) Relevant, real-life learning. Teaching students how to use social media in order to improve their job prospects can be extremely valuable 7.) The ability to share learning material. Social media sites including Face book and Twitter are full of usergenerated content, links and shared items. This can be used to your classes advantage 8.) The potential to appeal to different learning styles. Whether a learner naturally prefers kinetic, audio or visual learning, the varied types of media and information found on sites such as Face book, Twitter and LinkedIn can appeal to a wide range of learner styles. DISADVANTAGES 1. Time consuming The reason that many small organisations do not use social media is that it can be rather time consuming. To be used effectively requires it can require a minimum of 6-8 hours a week. If an organisation isnt blogging or tweeting frequently, leaving large gaps between posts (coughs) then a consumer may look and wonder if they will be treated as well as your clients social media is. After all, one of the reasons it is used is to help develop customer relations. 2. Risk of negative comments Using social media means that people are able to direct messages towards an organisation that other consumers can see and often they cannot be ignored. The key here is how quickly an organisation will respond. All organisations will receive negative reviews but if they do not respond to them then
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it can be seen as poor service and it could be difficult for them to recover. 3. Fraud It is often important to monitor social media even if you are not using it yourself. It is all too easy for someone to pretend to be anyone especially on twitter with cyber squatters all over the place (just ask Ryan Giggs). If you do not have a social media presence, someone could pretend to act as your business which could cause great damage to the reputation of your brand. 4. News travels quickly Many moons ago if an important story broke often it would not get any detailed coverage until the day after, giving a company the time to develop a plan without any unnecessary public attention. Now, with (Sky News and BBC 24) 24 hour news coverage and the speed of social media any big story can be around the world in a matter of seconds and trending. This means that organisations have to react quickly with a spotlight focussed at them and people analysing everything. Like point two, it is important that an organisation reacts quickly before letting it get out of control. 5. Takes on persona of author The organisation turns into whatever the writer/social media manager wants them to. This can mean that an organisations reputation is placed in the hands of one person (often far too junior in my opinion) and this can be damaged very quickly if not dealt with properly. It is important to get the right person or team to manage your social media. 6. A lack of short term ROI (dont groan) It can often take up to a year before a social media programme can start to show any improvement in sales or customer service. It is not an immediate quick fix and it should be used with more a long term view in place. I would recommend planning as much as possible. If your content is great and helps people you will find that the business comes too. 7. Slightly Impersonal Social media will never be able to beat dealing with consumers face-to-face, yet many organisations still come make it seem like they dont really care about their followers
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by using things such as auto DMs on Twitter. When an organisation auto DMs a new follower it makes it seem like they dont not have time to have a quick look at the followers profile for a few seconds. It is far better to say nothing than to send an automated, uncaring message to a potential customer.

Part B
Case Study 1 Harley Davidson Campaign/program name 12 Days of Christmas Duration December 12 24, 2011 Call to action Consumers were encouraged to text the keyword RT66 to 55678. Objective Route 66 Harley-Davidson wanted to maintain its visibility with current customers and add new customers and revenue through a holiday promotion. Strategy The goal for 7 Media Groups services for Route 66 Harley-Davidson was to promote products and increase sales to existing and new members of their mobile club. Call to action Membership in Route 66s mobile club was promoted through its social media campaign, in-store marketing and previous customers of the dealership. Members then received daily alerts offering a 20 percent discount on a different merchandise item each day. This increased customer awareness of the merchandise inventory and drew more customers into the store during a time of the year when sales are typically slower. Results The dealership had a significant increase in sales of the specific items discounted during the campaign period. For example, the sale of Tshirts purchased on T-shirt Day was over 250 percent more than a normal day. High-dollar items also saw increased sales. On Helmet
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Day, the number of helmets sold with the 20 percent discount equalled the number sold for the entire previous week; and on Leather Jacket Day, seven leather jackets were sold at the 20 percent discount, representing a 16 percent increase over jacket sales the previous week. These numbers also represented an increase in dealership traffic. Lessons learned/ Strategy quote from brand executive "The 12 Days of Christmas campaign provided Route 66 HarleyDavidson increased sales, increased dealership traffic, and an increase in its mobile club membership," said Nick Edwards, marketing manager for Route. "This promotion continued the success of its mobile marketing that previously helped drive traffic to sponsored events, expanded membership in its mobile club, and increased entries in contests," he said.

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Case Study 2 Nokia Its one of the most engaging corporate social networks built to date. Nokias Mosh takes open social to a new level, letting Nokia mobile phone users build, request and exchange applications, ring tones, widgets, wall paper, video and more. The company facilitates the space, but does not control, edit or approve any of the content, letting its customers have free rein. The end result is an Idea Storm on steroids, where Nokia phone users take open phone platforms to interact, develop relationships, and share content. At the Mobile World Congress, I had the opportunity to chat with Jennifer Shah, Nokias marketing manager for Mosh. Since Mosh launched in late May of 2007, it has generated more than 200,000 users and 28 million downloads. Thats an incredible user base for a brand specific social network thats served as a Word-of-Mouth based, value-added offering. Corporate blogger Russell, literally an empty shirt, offers a really funny approach to interacting with the community. Russell intentionally "over-blogs, providing laughable propaganda from Nokia, highlighting power users and discussing developments. Here are a few choice examples:

"The MOSH mansion has been crazy lately." "Comrades! Welcome to MOSH. I hope you enjoyed my search ads, or trust they at least piqued your curiosity. As a silly sausage, I apologize for bothering you." "Yet, selfish Russell is selfish. Id happily take the credit for each and every MOSH accomplishment if I could."

Nokias commitment to social media is clear. The companys main message to social communities is promoted through PR and
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advertising: "Open to anything." The strategy: Let users do whatever they want with their phones and on our social network. Its interesting to note that word of mouth; media relations and advertising come first with Mosh, not the blog. The blog is used as a simple community engagement tool. This brilliant marketing combination may be lethal for Apples floundering iPhone, whose sales have taken off in the U.S. but are sluggish elsewhere in the world. As AT&T continues to open its network later this year and lets socially savvy Nokias higher end devices into the U.S. market, home turf may no longer be safe for control-happy Steve Jobs and company.

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Conclusion
Social media is rapidly becoming a new force in organizations around the world, allowing them to reach out to and understand consumers as never before. In many companies, it will move from a one-off initiative to be an important, integrated tool in marketing and communications strategies. Use of social media will clearly expand in the coming years. Twothirds of the companies in the survey predicted their use of social media would grow significantly over the next few years, as the awareness of the power of social media has grown in their companies. Among organizations that already have a budget for social media, spending was expected to increase by 30% or more over the next 12 months, even as overall dollars for marketing and advertising have dropped for many companies during the recession. But as social media creates new opportunity, it also demands a shift in thinking about marketing and the measures of success. Those companies who are most effective in social media now are not only experimenting with multiple channels, but also creating metrics to measure impact and using new tools to understand how to enter into a new conversation with their customers. In the future, effective use of social media will be led by these organizations that are able to enter into this new relationship with customers, employees, and partners.

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References
http://www.seoservicesgroup.com/blog/2010/07/role-of-socialmedia-in-business/18047/ http://www.merriam-webster.com/dictionary/social%20media http://www.masternewmedia.org/social_media_and_us_busine ss_familiarity_usage/ http://www.brasstackthinking.com/2010/01/7-social-mediaroles-you-havent-considered/ http://blog.thoughtpick.com/2010/11/10-must-knowadvantages-disadvantages-of-social-media.html http://competitiondemolition.com/4-big-disadvantages-ofsocial-media/

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