Dynamic Process Analysis

 Dynamic Process

Definition: Dynamic processes are flexible, informal, and adaptive processes that normally involve strategic and less structured managerial decisions and activities.

Marketing

Our group choose Marketing as Ralph Lauren’s dynamic process, and we will focus on social media like Instagram.

One of the social media information systems that support the process is Instagram. Social Media Information System (SMIS) is the information system that support the sharing of content among network of users. In the Instagram, Ralph Lauren post frequently, up to twice a day. The posts (pictures and videos) show the newest designs of the fashion clothes, influencers’ partnership, and some online events. Currently, Ralph Lauren changes their profile picture on Instagram to pink label to celebrates 25 years of the Pink Pony Campaign, which supports the global access to quality cancer care. Also, they launched tag topics, like tags #RLSP26, #poloralphlauren, to encourage customers to share the stories with Ralph Lauren and post their experiences, which can help with advertisement through the social media. In the main page of RL in Instagram, it provides a SHOP tab for followers to enter the online shop of Ralph Lauren, which expand their market through the e-commerce. In this way, customers can simply visit the online shop on social media and check the latest products in time, Shortening the time cost for offline shopping for the customers.

 

Social media Plan Development Chat

Social Capital

Social Capital is an investment in social relationships with an expectation of return in the marketplace. Basically, having a way to strengthen connections to get value from these connections. Using the equation given by the textbook and using social media, Social Capital = Number of Relationships * Relationship Strength, Ralph Lauren has an estimated 18 million customers. The reasoning behind this is because Ralph Lauren has a vast network of moderately strong relationships that create significant reputational and relational value. This estimated number shows us that Ralph Lauren has an immense reach globally and strong connections. 

Enterprise Social Network

ESN or enterprise social network is a software platform that uses social media to help an organization make working cooperatively easier within the organization itself.  Instead of using the regular social media apps to connect, organizations use a special software designed to be used inside the company itself. Enterprise 2.0 is described as the usage of emergent social media software within organizations or between companies, additionally the acronym SLATES which refers to the key characteristics of enterprise 2.0 which are: search, links, author, tags, extensions, and signals. Ralph Lauren does use ESN tools to strengthen its internal communication and collaboration. The company uses Microsoft teams and yammer as its main enterprise social networks, which enables employees to share their updates and projects.  Internally, Ralph Lauren uses collaborative tools for design and chain coordination, which are like enterprise 2.0 systems. 

SMIS Security Concern

Ralph Lauren, like most major global brands, treat social media as a key business information system that requires protection. Key security practices involve centralized social media management tools to control all official counts and logins involving the brand, two-factor authentication and role-based access ensures that only approved marketing/ PR staff can post about the brand, employee training on privacy protection and impersonations. Employees must follow a policy that aligns with Ralph Laurens code, which include employees must represent the brand professionally on any platform, personal accounts must avid confidential or sensitive company information; harassment, discrimination, or any offensive comments on social media are strictly prohibited. When it comes to managing inappropriate content, Ralph Lauren’s social media team continuously monitors user interactions across its platforms. They have constant moderation, looking for any offensive comment, once they find them, they are deleted or reported under community guidelines.  The brand focuses on maintain an elegant tone, avoiding public arguments and emphasizing customer care and product quality.  An example of this was when the brand released the “Ralph Lauren x Morehouse & Spelman Colleges” campaign on YouTube, some of the comments questioned authenticity and representation. The brands response was to leave most comments visible while still reaffirming the company’s commitment to diversity and cultural respect through follow up media interviews.