Social Media Plan

Description

WEEK 7: Write an Individual response to the Assignment Questions in Blackboard for the Jin Jiang Hotel strategy case for Part 1 and Part 2 Requirements:
Use such resources as the Internet, online library/media center, and look at the industry examples of Hotels comparative to the write up to understand how business models can engage the customer in segmented market spaces. Read the slide and article on the Jin Jiang Budget Hotels case –
Part 1.
• Part 1: Question 1.
Read the case: A Study on Value Innovation Strategies of China’s Economy Hotel Industry (It was assigned reading in Week 6 PowerPoint)
• The case is about the Chinese Economy Hotel Industry and uses the Jin Jiang Budget Hotels to illustrate the benefits of Value Innovation.
• Translate the Jin Jiang Budget Hotels Value Innovation Curve shown in Fig. 1 (see next slide) into a Business Model using the Business Model Canvas Tool model.
Think about and be prepared to answer the following 3 questions:
Part 2: Question 2. Read the case: A Study on Value Innovation Strategies of China’s Economy Hotel Industry.pdf. Use your Business Model of Blue Ocean Strategy as a guide-
• Create a Social Media Plan to support any two (2) of the following choices of six (6) revenue generation related social media objectives :

1. Generate leads
2. Acquire new customers
3. Increase conversion
4. Boost average booking value e.g. length of stay, number of guests per booking, premium service up sell…)
5. Strengthen loyalty (repeat bookings)
6. Promote advocacy among past hotel guests (word-of-mouth; promote to new customers)

To help you answer Question 2:

As part of your Social media Plan, be sure to:
State you Core Objectives
Identify which Channel Type you are using for which Channel Phase
Select the appropriate Social Media choice based on its basic function
Include the Metrics you will use assess Return On Investment (ROI)
Identify and incorporate select Sources of data /information you will use to develop your strategy and tactics

To also help you answer Question 2:

Ensure you explain your plan in the additional space on both tabs. Refer to the
1) Business Model Canvas worksheet, use the second worksheet called
2)Social media Plan Worksheet for additional notes or comments.

See image below as two tabs are in the excel Template (Add WORD FILE tab two).
(File named: Assignment week 7 Mid Term Assignment- Business Model Canvas TEMPLATE in excel)

Social Media Things to Consider - Key Elements: Customer Relationships to Distribution
• Listening
• Relationship Building
• Trust building and Engagement
• Providing Value
• Supportive Strategies
• Ask Questions
HOST 4103 - BBAH – Emarketing Assignment # Midterm - Individual :
Mid Term Assignment Case – Questions and Instructions DUE WEEK 7:
This Assignment requires you to answer two (2) questions shown below. Resources and instructions to help you answer the questions are on the next Page of this document.
Question 1.
A Study on Value Innovation Strategies of China’s Economy Hotel Industry. . The case is about the Chinese Economy Hotel Industry and uses the Jin Jiang Budget Hotels to illustrate the benefits of Value Innovation. Translate the Jin Jiang Budget Hotels Value Innovation Curve shown in Fig. 1 (Page 2 of the case) into a Business Model using the Business Model Canvas Tool attached.
Question 2.
Using your Business Model as a guide create a Social Media Plan to support any two (2) of the following six (6) revenue generation related social media objectives :

1. Generate leads
2. Acquire new customers
3. Increase conversion
4. Boost average booking value
   · e.g. length of stay, number of guests per booking, premium service up sell…)
5. Strengthen loyalty (repeat bookings)
6. Promote advocacy among past hotel guests (word-of-mouth; promote to new customers)
   Instructions: Question 1 Instructions: The Information you need to answer Question 1:
   o Read the case A Study on Value Innovation Strategies of China’s Economy See PowerPoint slide
   o Create the Business model Canvas using the attached Business Model Canvas Tool (Excel): Mid Term Assignment - Business-Model-Canvas.xlsx
   o Additional readings you might find helpful in developing the Business Model:
   § Successful Growth Strategies of Three Chinese Domestic Hotel Companies .pdf
   § AirBnB Business Model Canvas.pdf
   § Business-Model-Canvas-Considerations.docx (These are instructions related to each of the 9 components of the Business Model Canvas)
   Question 2 Instructions:
   The Information you need to answer Question 2: Your plan will form part of components 3 and 4 as shown on the picture below.

To help you answer Question 2:
o Read the attached PPT in the weekly forum
o As part of your Social media Plan, be sure to:
ü State you Core Objectives
ü Identify which Channel Type you are using for which Channel Phase
ü Select the appropriate Social Media based on its basic function
ü Include the metrics you will use assess Return On Investment (ROI)
ü Identify and incorporate select sources of data /information you will use to develop your strategy and tactics (PowerPoint Slides)
If you need more space than on the Business Model Canvas worksheet, use the second tab worksheet called Social media Plan Worksheet for additional notes or comments. See image below.
Things to Consider
Customer Segments
For whom are we creating value? Who are our most important customers?
Value Propositions
What value do we deliver to the customer? Which one of our customer's problems are we helping to solve?
Which customer needs are we satisfying? What bundles of products and services are we offering to each Customer Segment?
Channels
• Through which channels do our Customer Segments want to be reached? How are we reaching them now?
• How are our channels integrated? How are we integrating them with customer routines?
Channels outline how a company communicates with and reaches its customer segments to deliver a value proposition.
Communication, distribution, and sales channels comprise a company's interface with customers.
Channels are customer touch points that play an important role in the customer experience.
• Raise awareness among customers about a company’s products and services;
• Help customers evaluate a company’s value proposition;
• Allow customers to purchase specific products and services;
• Deliver a value proposition to customers;
• Provide post-purchase customer support
• A company should clarify the type of relationship it wants to establish with each customer segment. Types of relationships can range from personal to automated.

Customer relationships may be driven by the following motivations:
• Customer acquisition
• Customer retention
• Increased sales (up selling)

Customer Relationships
• What type of relationship does each of our Customers Segments expect us to establish and maintain/
• Which ones have we established? How are they integrated with the rest of our business model?
Revenue Streams
• For what value are our customers really willing to pay? For what do they currently pay? How are they currently paying?
Key Resources
• What key resources do our Value Propositions require? Our Distributions channels? Our Customer Relationships?
• Our Revenue Streams?
Key Activities
• What Key Activities do our Value Propositions require?
• Our Distribution Channels? Our Customers Relationships? Our Revenue Streams?
• Platform/Network,
• Research, Testing,
• Market development,
• Brand development,
• Promotion,
• Merchandizing
• Fulfillment
Key Partnerships
• Who are our Key Partners? Who are our key suppliers? Which Key Resources are we acquiring from partners/
• Which Key Activities do partners perform?
• Optimization and economy of scale
• Reduction of risk and uncertainty
• Acquisition of particular resources and activities
Cost Structure
• What are the most important costs inherent in our business model?
• Which Key Resources are the most expensive?
• Which Key Activities are most expensive/
• Cost driven or Value driven
• Fixed costs
• Variable costs
• Economies of scale
• Economies of scope

Scoring Guide Criteria and Ratings – THIS ASSIGNMENT HAS A COURSE VALUE OF 20%

Criteria
Student Checklist and Course Ratings*

1. Research paper topic is directly relevant to the case study topic assigned
2. Research paper includes a Cover page with Student Name(s) and #(s)
3. Research paper contains an introductory paragraph on case study topic
4. Research paper includes information on problem identification
5. Research paper includes information that investigates level of case analysis that provides an understanding of the comprehensive topic of development
6. Research includes measurement of case analyzes and industry impact
7. Research paper includes micro and macro analysis and discussion
8. Research paper includes recommendations to overcome the case problem
9. Research paper includes a conclusion on the case study topic insights
10. Research paper discusses the topic with quality content, research,
    analysis and provides relevant resource materials for industry solutions
11. Case study topic completed to APA Standards (Research paper is based on
    At least 5 sources to academic APA standards)

Research paper evidences of correct grammar, punctuation, and spelling
to College standards for with academic relevance to topic as assigned

Research paper is word processed for summary – Times New Roman 12 font

Paper shows evidences of one cohesive flow of information on topic
for case study project execution

Research paper is submitted online on time – due FRIDAY 5:59EST

Course application * research lessons learned and applied to course textbook topics and other supporting APA resources - PLEASE USE EXCEL SPREADSHEET & Add WORD FILE to support your SUMMARY PLAN
20 19 18 17 16 15
14 13 12 11 10 9 8
7 6 5 4 3 2 1 0
Individual Grade*
(Assignment Value: each listed in HOST 4103 course outline)

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