abc world visa case study

8/18/2019 ABC World Visa Case Study

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ABC WORLD VISA*:

IMPROVING SOCIAL MEDIA MARKETING USAGE

TO INCREASE AWARENESS AND VISIBILITY

A CASE STUDY PAPER

Presented to

The Graduate Faculty of

Masters in Business Management

Mindanao State University – Iligan Institute of TechnologyIligan City

In Partial FulfilmentOf the e!uirements for the "egree

Masters in Business Management

S#$I%%$ C#ISTI$ &%% '( &)B&O

"ecem*er +,-.

DECLARATION



2

I here*y declare that the case study is *ased on my original /or0 e1ce2t for !uotations and

citations that have *een duly ac0no/ledged( I also declare that this case study has not *een

2reviously or concurrently su*mitted or 2u*lished from any other degree in Mindanao StateUniversity – Iligan Institute of Technology or any other e1isting institutions(

333333333333333333333333333333333

S#$I%%$ C#ISTI$ &%% '( &)B&O

"ate4 "ecem*er ++5 +,-.

6For the 2ur2ose of this case study5 the true name of the com2any has *een changed as re!uested

from the o/ner to 2rotect the identity of the organi7ation(

TABLE OF CONTENTS



3

CASE STORY

The Com2any -

The Services Offered +

The Cam2aign 8

The Pro*lem .

CASE ANALYSIS

Pro*lem Identification and "iagnosis 9

&lternative O2tions an $valuation --

ecommendation -:

REFERENCE -9



1

CASE STORY

A. THE COMPANY

The &BC ;orld <isa5 located at Iligan City5 Phili22ines5 is a visa consulting firm that offers visa

services in %orthern Mindanao for those /ho /ished to travel a*road( & visa is an endorsementon a 2ass2ort indicating that the holder is allo/ed to enter5 leave or stay in a s2ecific 2eriod of

time in a country( They offer three main services4 student visa5 tourist visa and immigration

=residency> visa5 /ith student visa as its 2rimary service offered(

?&BC also offers 2rocessing of /or0 2ermits and travel assistance through trainings such as

2artnering /ith T$SO) =Teachers in $nglish to S2ea0ers of Other )anguages5 Inc> in <ietnam(@

The founder5 o/ner and manager5 said( ?;e are often mista0en as a recruitment agency *ut inreality /e are not offering Ao*s /e sim2ly 2rovide an alternative o2tion for Fili2inos /ho

/anted to 2ursue their dreams of traveling5 studying andor immigrating to other countries(@

&BC ;orld <isa /as esta*lished in +,,D( They started /ith offering student visa to only onecountry5 United Eingdom( In +,-, and +,--5 they added more 2artner schools and additional

courses offered( &fter seven years of o2erations5 they are a*le to offer additional visa services toseven countries4 %e/ 'ealand5 U(S(&(5 Canada5 Germany5 %or/ay5 "enmar05 S/eden5 and

<ietnam( They 2lan to include &ustralia in +,-:(

?In the *eginning5 our *iggest challenge /as finding out /ho our target mar0et is(@ #e said(

?&lthough /e have in!uirers from all over the country and even customers /ho are already

a*road /ho /ished to transfer to other countries5 our demogra2hics sho/s that /e mostly leaned

to/ards Fili2inos /ho lived in %orthern Mindanao5 from middle to u22er income /ith anaverage age range of t/enty to thirty five years old( Most of them are college graduates and

young 2rofessionals in the fields of nursing5 teaching5 *usiness and 2sychology( The most

2o2ular courses our clients a22lied to are4 Business5 #ealth and $nglish(@

Compan V!"!on

& GodCentered Com2any committed to *ecoming a gate/ay of o22ortunities for Fili2inos and

*ecoming a leader in the student visa 2rocessing mar0et in the country /ith a large net/or0 of

local and foreign 2artners(

Compan M!""!on

The com2any endeavors to assist Fili2inos in *ridging their dreams of 2rofessional and 2ersonaladvancement *y offering the most afforda*le and effective student visa assistance service /ith a

2assion to *e successful in every a22lication there*y ensuring clients total satisfaction(



2

Co#po#a$% Va&'%"

The com2any is committed to serve clients /ith the highest ethical standards anchored in thecor2orate culture that values customer satisfaction5 confidentiality5 accounta*ility5 trust and

integrity(

G%n%#a& Goa& (S!n)% +,,-

To do a massive orientation all over Mindanao and the Phili22ines areas not reached *y the other agencies so that more students may 0no/ a*out the 2rograms /e have in order to give them a

*righter future

Ta L!n%

“Bridging your dreams…We make ways@

B. THE SERVICES OFFERED

<isa 2rocessing isnt a common 0no/ledge to the community( &BC ;orld <isa needed to invitein!uirers andor 2otential clients to orientations to educate and inform them of the visa 2rocesses

and an overvie/ of the country they are interested in(F!'#% , illustrates in the countries the

agency has availa*le for their services(

F!'#% ,

The student visa they are offering are for Fili2inos /ho /ished to 2ursue vocational5 collegeandor graduate degrees a*road( They usually dont start 2rocessing the visa until the student



3

su*mits the a22lication to the school( Since this re!uires assessment and acce2tance from the

school itself( The 2rocessing /ill start /hen the student receives its acce2tance letter from the

school(

#o/ever5 student visa /as fro/ned u2on *y many *ecause of its nature that you can only go to

that country Aust to study /hich means the student /ill re!uire large financial funds to su22orttheir schooling a*road(

?But some countries li0e %e/ 'ealand and &ustralia 2rovides foreign students a chance to /or0 a certain amount of hours a /ee0 /hile they are studying(@ #e said( ?This allo/ed the student a

chance to not only su22ort themselves *ut also su22ort their families /ho remain in the country(

They even 2rovide /or0 andor residency 2ermits /hen the student graduates from their school(@

Ta/&% , illustrates the different courses availa*le on the schools they are affiliated to 2er country(

= Note: These are the courses heavily promoted by ABC and their ailiated schools! other courses

are available depending on "uery#

COUNTRY DEGREE COURSES

Un!$%0 K!n0om

<ocational "egree Caregiving

College "egree Business Management and #ealth

Post Graduate "egree Business Management5 #ealth and

$ntre2reneurshi2

N%1 2%a&an0

<ocational "egree Tourism5 Com2uting5 $nglish

College "egree Mar0eting5 Tourism5 Information

Technology5 &ccounting

Post Graduate "egree Business5 #ealth and $ntre2reneurshi2

V!%$nam Training Course $nglish Teaching to %on$nglish

S2ea0ers

Ta/&% ,

They /ere a*le to e1tend other visa 2rocessing from other countries ho/ever5 they re!uire

assistance from other affiliated agencies that has more e12erience and 0no/ledge in immigration

visas for the countries of %or/ay and Canada( Unli0e student visa that is availa*le anytime5immigration visas /ill de2end on season(

For the countries of U(S(&(5 Germany5 "enmar0 and S/eden5 &BC assists on the 2rocessing of

the countries student e1change 2rogram =also 0no/n as &UP&I visa or Intercultural studente1change visa for the $uro2ean countries and H- visa for U(S(&(>( #o/ever5 this /ill vary on the

countrys availa*ility to o2en such visa and the agency only 2romotes this /henever the country

su22orts acce2tance of foreign e1change students and isnt a very 2o2ular visa service offered *ythe organi7ation(

<ietnam is their ne/est availa*le country 2romoted this year =+,-.>( Since <ietnam is 2art of the&S$&%5 it does not re!uire a visa( T$SO) is a school$nglish training centre in <ietnam and the

agency facilitated a22lication *y sending the student as a tourist to attend the training and get a



4

/or0 2ermit to teach $nglish to <ietnamese students once the training is com2lete( Ta/&%

summari7ed their visa services offered and /hen they introduced it to the mar0et(

YEA

R

COUNTRY VISA TYPE

++3 United Eingdom Student <isa++4 %e/ 'ealand Student <isa

+,+ $ncrease ailiated schools and courses in %nited

&ingdom

+,, $ncrease ailiated schools and courses in New 'ealand

+, Canada and %or/ay Immigration <isa

+,5 Germany5 U(S(&(5 S/eden and "enmar0 Student $1change <isa

=H- and &UP&I>

+,6

+,7 <ietnam Tourist

Ta/&%

The challenge /ith the services they offered is the international la/s5 economic and 2olitical

conditions as /ell as currency e1change( &lso the visa 2rocessing varies 2er season and could

ta0e months or more than a year though the agency tries to reduce 2rocessing 2eriods since thelonger the 2rocess5 the higher chance of clients to cancel their a22lication(

&BC ;orld <isa only has one com2etitor currently offering student visa services in the samecity( Their com2etitor %e/ ;orld <isa6 offers student visa and immigration visa to %e/

'ealand5 Canada and Singa2ore(

C. THE CAMPAIGN

;hen &BC /as first esta*lished they mainly used /ordofmouth =net/or0ing> to s2read the

/ord a*out their services( This is /hy the o/ner hires mar0eting 2ersonnel to *ring clients – commission *ased( ?;e did try radio advertisements and T< ads *ut /e found out that they dont

*ring in as much leads and clients as our net/or0s so /e sto22ed using it5@ he said(

#o/ever5 /ith the limited financial ca2ital the *usiness has5 maintaining 2ersonnel is a

challenge( ?Bac0 in +,,D Face*oo0 /asnt very 2o2ular yet5@ he said( &nd they increased the

num*er of mar0eting 2ersonnel in Cagayan de Oro5 Pagadian and O7amis(

In +,,5 they esta*lished a net/or0 of coordinators and mar0eting agents in Ce*u5 &l*ay andMaranding(

On +,-,5 the o/ner created their o/n Face*oo0 account( The first ste2 /as to get as many

friends in their account( It started *y Aoining grou2s5 inviting 2eo2le to events =orientations>5

tagging 2eo2le /ith its advertisement( Using Face*oo0 hel2ed *rea0 do/n geogra2hic *arriersand *y as0ing the customers to send them a C< or resume5 they /ere a*le to assess clientele

demogra2hics( They also add mar0eting agents in "avao(



5

The individual mar0eting 2ersonnel also create their o/n accounts under the &BC name to

maintain and interact /ith clients through Face*oo0 and emails( #o/ever5 /hen the em2loyeesresign the 2ro*lem lies in maintaining the accounts( Often times5 they /ould lose some of the

records due to some mar0eting 2ersonnel not fully su*mitting the right re2orts or they could not

access those accounts over time(

On +,--5 a ne/ 2olicy in Face*oo0 eliminates multi2le accounts( "ue to the nature of the

*usiness to o2en multi2le accounts under the same name5 many of the Face*oo0 accounts /ere *anned *y the site and *usiness 2ages /ere re!uired to o2en Face*oo0 Pages that allo/s

customers to li0e the 2age and get constant u2dates from their 2age in +,-+(

;ith the 2ro*lems of maintaining mar0eting agents5 the o/ner hired interns from differentcolleges in the city5 2refera*ly /ith *ac0grounds of mar0eting to accommodate their lac0 of

2ersonnel( ?The 2resence of interns has hel2ed *ring in!uirers into the office for orientation(@

Said the administrative aide of &BC5 ?#o/ever5 /hen the internshi2 2eriod is over( The office

/ill once again *e silent and /e /ill have difficulty in *ringing in!uirers or trac0ing leads( Of course5 this also left us /ith accounts /e have to call and follo/u2 on our o/n /hich can *e

time consuming /ith only t/o active mem*ers in the agency(@

;hen as0ed a*out the contents 2laced in the social media5 the o/ner ans/ered5 ?%ormally /e

Aust 2ost flyers and 2osters in our 2ages and try to get as much tags their friends /ho in turnshare and li0e the images( I admit I lac0 the s0ill of gra2hic design so I normally hire someone to

do it for me( I did have a client /ho informed me that my font style5 font si7e and even the color

com*ination are often /rong or difficult to readJ/e also engage our customers through chats5

emails and even comments(@

Currently in +,-.5 &BC5 have only t/o regular active em2loyees =including the o/ner>5 one 2art

time em2loyee and four active agents( They Aust started using Face*oo0 Pages in %ovem*er andtried the FB online advertisement 2rogram( This actually hel2ed reduce the need to trac0 do/n

leads as the 2rogram /as a*le to limit the ads to only the necessary 2eo2le( ?In Aust t/o /ee0s

/e /ere a*le to get K,, li0es5 + revie/s and invited :, 2eo2le for an orientation in one day( Itdid reduce our /or0 from 2roviding orientations every afternoon to at least once a /ee0(@ The

o/ner said(

D. THE PROBLEM

The agency5 *eing a small com2any5 has *een using Face*oo0 as 2art of their mar0eting strategy(

Face*oo0 has hel2ed them reduced cost such as hiring too many mar0eting 2ersonnel and evenallo/ them to 2romote the services individually through social media(

In the *eginning of using Face*oo0 they managed to send -,, clients successfully to *oth UE and %e/ 'ealand( But conversion rate is lo/ on +,-8( The o/ner insinuated that they have

difficulty follo/ing u2 in!uirers due to lac0 of time andor 2ersonnel assistance( Ta/&% 6

illustrates the num*er of clients /ho managed to a22ly for visa a22lication since +,-- along /ith

the conversion rate( The successful clients are the customers /ho they managed to send a*road(



6

YEAR APPLICATIO

N

SUCCESSFUL

CLIENTS

CONVERSION

RATE

+,, :, -+ +,(,,L

+, 8. -8 K-(--L+,5 . KK ..(KL

+,6 , + +(++L

+,7 K: +K :K(DL

Ta/&% 6

Using interns to hel2 assist them in the 2romotion have hel2ed 0ee2 some of the Face*oo0

accounts active and *ring in in!uirers in the office in +,-+ and +,-K( #o/ever5 in the +,-85 they

sto22ed using internshi2 due to the 2reference of most college students to do internshi2some/here else( In %ovem*er +,-.5 they o2ened an FB 2age and used the FB ads( They

managed to invite an average of :, 2eo2le to attend their orientation every Saturday(

Ta/&% 7 illustrates the num*er of clients they managed to send a*road *y country successfully

since +,--(

COUNTRIES

YEA

R

Un!$%0

K!n0

om

N%1

2%a&a

n0

G%#man

No#1a

V!%$nam TOT

AL

+,, 9 . , , , -+

+, 9 9 , , , -8

+,5 , , -K +, , KK+,6 , , , , + +

+,7 , , , , +K +K

Ta/&% 7

The ta*le sho/s that they dont have successful clients sent on the U(S(&(5 S/eden5 "enmar0

and Canada( ?There /ere some changes in the 2olicies in Canada that 2rovided unsuccessfulimmigration 2rocessing(@ The o/ner said *ut the ta*le also signifies that U(S(&(5 S/eden and

"enmar0 /ho are offering student e1change visa /ere not successful( ?Its *ecause the student

e1change 2rogram /as not found a22ealing to the mar0et than immigration5 tourist and studentvisa@( The agency also 2romotes a 2articular country aggressively on a 2articular time 2eriod that

often times they forget to 2romote the others( They managed to send many clients to <ietnamdue to the fact that the fee is less than the other countries and the 2rocessing time is less than amonth(

"es2ite using Face*oo0 for five years5 the agency has not fully utili7ed the use of social media(They also lac0 /ell defined goals( $ven though the o/ner could dictate /hat goals should *e

achieved such as increase in!uirers5 attendance or sales5 it is not clearly /ritten and only im2lied

during meetings( ?;e mostly rely on /hat the o/ner has to say(@ Said one of the staffs(



7

They also allo/ the agents to create their o/n Face*oo0 accounts under the same name( The

mar0eting agents /ere sim2ly informed of the *asic use of Face*oo0( &s there are multi2leaccounts under &BC5 most of them are inactive due to 2revious mar0eting agents and the o/ner

have no access to them(

;hen as0ed a*out ho/ they use Face*oo05 the o/ner is unfamiliar a*out contents5 stats and

rarely u2date on announcements( They mostly focused on congratulatory 2osters to the

successful clients and 2romotion 2osters a*out the country( They do use 2ictures of their successful a22licants *ut they continuously 2ost the same 2oster in their /e*site( #e also does

not s2end a lot of time in the social media tool(

&nd they currently used FB advertisement *y inviting 2otential clients to an orientation(#o/ever5 unli0e the 2revious cam2aigns5 using FB advertisement allo/s them to target

individuals in Face*oo0 s2ecifically and /ith cost( $ven though they managed to get K,, li0es

and increase num*er of attendees in the orientation5 the mar0et still lac0s a/areness a*out their

services and the com2any itself( ?;e only have four active agents availa*le( T/o are in Iligan5t/o in Cagayan de Oro(@ Said the o/ner(

CASE ANALYSIS

A. PROBLEM IDENTIFICATION AND DIAGNOSIS

More and more com2anies use social media to 2romote their 2roducts and services( Most use it

*ecause they 0no/ it /or0s /hile others use it *ecause they are afraid if they /ont use5 they

/ould get left *ehind( Social media has *ecome a gro/ing industry in *oth *usiness andconsumer mar0ets(

There are many ty2es of social media such as *logs5 social media net/or0s5 forums5 videosharing sites and revie/ sites =anade5 +,-->( & social media net/or0 is the most 2o2ular and

out of all /ith )in0edin as ran0ing to2 one in !uality and Face*oo0 /ith the most users

/orld/ide(

There are a fe/ models develo2ed to analy7e the use of social media and its im2act on

2erformance of the com2any( One of it is the BCCP model develo2ed from <lachvei and %otta

=+,-.>( The model /as created *y revie/ing 2revious academic and industry literature on OIand social media(

The BCCP model aims to further understand5 im2lement and measure social media effectivenessor OI for the firm involved and is mostly focused on its use in SM$s =small and medium

enter2rises> /hen most of the models /ere created for large industries( The model starts its use

/ith the setting four 2rimary goals4 Brand Building =B>5 Community Building =C>5 Customer Satisfaction and )oyalty =C>5 and $conomic Performance =P>( F!'#% 8 illustrates the BCCP

model4



8

F!'#% 8

&ccording to the model5 if com2anies use the metrics mentioned on *rand *uilding5 community

engagement and customer satisfaction and loyalty5 they have a significant im2act on economic 2erformance such as leads5 earnings5 savings and sales( &lso the model is created for the use of

social media in *usiness in general not on s2ecific social media sites and ty2es(

B#an0 B'!&0!n

&ccording to #ollaman =+,-8>5 *rand a/areness may not *e res2onsi*le for sales leads *ut it isthe /ay for com2anies to create a gate/ay for consumers( It is mostly focus on increasing traffic

=/hich is measured through 2age vie/s5 uni!ue visitors5 total visitors>5 im2rove search ran0ing5

gain visi*ility5 im2rove reach5 2ositive 2ress and e;OM5 *log comments5 time on the site andem2loyment a22lications(

Using the *rand *uilding metrics of BCCP in social media for the case of &BC5 in terms of4

a(> Increasing traffic5 so far5 they are gaining 2rogress /ith their FB ads( Face*oo0 analytics/ill allo/ &BC to 0no/ ho/ many has vie/ed their 2age5 ho/ many are uni!ue visitors

and ho/ many visitors in total( They can also 2rovide *asic demogra2hic of each of those

visitors *ut the o/ners lac0 of use of the tool has not *een hel2ful in increasing traffic inhis 2age( The com2any /as too focus on ho/ many 2eo2le /ho are li0ing the 2age(

*(> Im2roving search ran0ing5 has *een difficult for &BC due to its multi2le e1isting

accounts5 most of /hich is inactive *ut still availa*le to *e vie/ed *y users( ;hen triedto use the search engines in Face*oo05 their 2revious accounts /ould *e first vie/ed *y



9

the consumers and not their official 2age /hich reduced their traffic5 credi*ility and

reduce their ran0s in the search engine(

c(> Gain visi*ility and im2roving reach is too general and in terms of its use in Face*oo05&BC has not fully gain visi*ility and im2roved its reach( Its reasons are mainly discussed

*ecause of lo/ search ran05 traffic and not ta0ing advantage of the Face*oo0 analytics

tool(d(> Positive 2ress and 2ositive e;OM( The com2any is doing /ell in this area *y 2osting

congratulatory 2osters for their successful clients5 tagging them and their friends and

ho2efully in return their clients and friends have 2ositive feed*ac0 to their o/n friendsand families *ut they should have done more( Such as testimonials from their clients(

e(> More *log comments5 Face*oo0 isn a *log *ut it does have comments as /ell( The

com2any if *ased on the case study5 have a fe/ comments( #o/ever5 *ased on the study

of Sonnier5 et( al =+,--> is not a*out the num*er of *log 2osts *ut the valence of socialmedia content =including comments>5 a 2ositive comment or e;OM can have a 2ositive

im2act on sales /hile a negative reduce sales(

f(> Time on site5 refers to the amount of time the com2any s2ends on using social media(

Many of studies from Co1 =+,-+> and Merc0aert =+,-K> has recommended increasing usetime of use in social media to have a significant im2act on com2any 2erformance such as

sales(g(> $m2loyment a22lications( &BC has 2ro*lems 0ee2ing em2loyees5 es2ecially mar0eting

agents5 so they may have negative im2act on the /or0ing community(

Comm'n!$ B'!&0!n

The idea of community *uilding is that the firm and can su22ort others /hile those in the

community can su22ort the com2any as /ell( The social media 2latforms have allo/ed theconsumers a chance to e1change information /ith each other and 0no/ the e12erience from

other consumers(

a(> FriendsFollo/ersFans( $ven though in the 2ast5 they have many friends in Face*oo0 *utit /as divided *et/een the different accounts and /ith many of their accounts *anned5

their community of friends has deleted as /ell( In their current official 2age5 they have

K,, li0es in their 2age( Those li0es are their community5 though it is still small( *(> es2ond to criticism( The o/ner /as too focus on engaging the consumer through /hat

their services are *ut it /as not mentioned ho/ he res2onds to negative criticism to his

com2any( In fact5 0no/ing ho/ to res2ond can have a 2otential im2act on their com2any

es2ecially /hen that negative criticism /as 2osted in 2u*licly instead of sending 2rivately(

c(> Call to action( They are doing /ell /hen inviting 2eo2le to orientations(

C'"$om%# S%#9!)%"

&lmost all firms around the /orld aim to 0ee2 their customers ha22y( Social media is ane1cellent t/o/ay conversation for firms to their e1isting customers( Based on the metrics in the

model5 &BC has limited customer services( There /erent any indication they /ere handling

consumer com2laints in social media5 not did it lead them to customi7e their 2roducts *ased on

consumer 2references( They are engaging the consumer through messages and invitations(



10

E)onom!) P%#o#man)%

The economic 2erformance is mainly focused on the financial outcome of use of social media(

They focus on earnings5 savings and ecommerce results( The use of social media for &BC

increased sales on a 2articular country on a year *ut may have less effect on some of the other countries /hose sales are going do/n( &BC has not *een s2ecific on /hat areas of measure of

2erformance they are focusing on( &lso they /ere too focused on orientations and increase

attendance and in!uirers(

O$;%# P#o/&%m":

I$<" Fo)'" on Ma#=%$!n A%n$" an0 O#!%n$a$!on"

In the *eginning5 it sho/s ho/ the agency is e12anding /ell /ith the num*er of agents they

/ere a*le to esta*lish in different areas5 es2ecially in Mindanao( #o/ever5 the case sho/s that

over the years5 the num*er of agents declined( The o/ner has already insinuated that they are asmall com2any that has limited *udget( &ccording to Eotler and &rmstrong =+,,9>5 Personal

Selling is the most e12ensive form of 2romotional tool in mar0eting( So if the com2any haslimited *udget5 it shouldnt have focused too much on adding too many mar0eting agents *ut it is

o*vious the com2any /as follo/ing their goal to esta*lished ?massive orientations@ all over

Mindanao( &lso5 the o/ner is too focused on orientation attendance than conversion rates of a22licants and successful clients sent a*road(

Too G%n%#a&> Un#%a&!"$!) an0 La)= o W%&& D%!n%0 Goa&"

They dont have a definite and /ritten goal( The goal they have is too general and unrealistic

such as stating that they /ant to esta*lish ?massive orientations@ all over ?Mindanao@ and other

areas in the Phili22ines not reached *y other agencies( This e12lains /hy they /ere esta*lishingcoordinators and mar0eting agents in different locations(

If /e use the SM&T tool to analy7e their general goal5 it is not s2ecific enough to sho/ /hatthey really /ant to *e and /here they are going5 doesnt have any statement of ho/ to measure

their success5 too unrealistic and unattaina*le for an average small enter2rise and doesnt have a

deadline to increase that sense of urgency( &ccording to Feinstein =+,-8> in her article5 ?an

unclear and immeasura*le goal can lead you any/here *ut you dont 0no/ /here you aregoing(@ &lso a goal is the *asis for the com2anys strategy and /ell defined goal can *e a

com2anys can im2act a com2anys success =#ess5 +,-.>

Too man Fa)%/oo= a))o'n$" !n $;% "!$%

#aving too many Face*oo0 *eing o2ened under the same name /ill ma0e it difficult for themar0et to find the com2any 2age5 es2ecially if they clic0ed the 2age that is no longer active( &lso

multi2le accounts could reduce the credi*ility of the com2any to the eyes of the mar0et and if

there is lac0 of credi*ility5 there is lac0 of trust /ithin the mar0et and that could *ring negative

2erce2tion to their *rand( &lso5 allo/ing too many Face*oo0 accounts in the hands of a



11

mar0eting agents /ithout follo/ingu2 or communication e1ce2t during orientation could

confused the mar0et or could ta0e the /rong 2eo2le to the orientation /hich could *e the reason

of /hy they have less a22licants over the num*er of in!uirers they have and it /ould *e /astingmuch of their efforts(

La)= o =no1&%0% an0 '"% o Fa)%/oo=.

"es2ite using Face*oo0 for five years5 the o/ner and his staff lac0s the 0no/ledge and use of

social media for *usiness 2ur2oses( #e does not 0no/ ho/ to use those different tools( $venthough he /illingly invests on the Face*oo0 ad5 even if it is too late5 he might not *e a*le to use

it efficiently if he lac0s the 0no/ledge on ho/ to use it(

La)= o )on$%n$

The o/ner is too focused on congratulatory 2osters and 2osters a*out the country( It is also

o*served that the com2any re2eatedly 2osts the same congratulatory 2osters and services in the

2age( The advertisement also lac0 content and creativity that it stri0es less interest to the mar0et(The *anners and 2osters 2osted in the /e*site /ere too re2etitive(

B. ALTERNATIVE OPTIONS AND EVALUATION

R%0%!n% V!"!on> M!""!on an0 E"$a/&!"; Goa&"

The com2any should first esta*lish /here they /ant to go5 ho/ to do it and /hat they /ant to

accom2lish during a time 2eriod( It is im2ortant for the com2any to have a clear vision5 mission

and goals *efore they create a strategy(

& vision statement is concern a*out where the company is going and mission statement is

concern a*out who the company is5 what they do and how to achieve their vision(For their goals5they can ma0e use of the SM&T =s2ecific5 measurea*le5 attaina*le5 realistic and time*ound> as

guide( Once they are /ell defined and esta*lished5 they *ecome a *asis on the strategy to *e used

in their strategies and for this case5 their strategies to *e conducted in Face*oo0( =Eotter5 -:Bur0e5 +,-- and #ess5 +,-.>(

Fo)'" on W%&&?F'n)$!on!n S%#9!)%" O%#%0

$ven though the com2any /anted to offer as many services to the mar0et5 they should focus on

their 2rimary service that offers the most sales and income to the com2any( They could use the

Gro/thShare Matri1 =Boston Consulting Grou25 -9,> to analy7e the services offered for thecom2any( This can assist the com2any to distri*ute their resources so they can also remove the

service offered that does not fit in their com2any goals or does not *ring in as much revenue(

This /ill also assist them to focus on /hich services they should offer and 2romote(



12

BCCP Mo0%& a" G'!0%

The BCCP model =*rand a/areness5 community *uilding and engagement5 customer satisfactionand 2erformance> develo2ed *y <lachvei and %otta =+,-.>5 is a conce2tual frame/or0 2ro2osed

*y the researchers to study the use of social media in SM$s =small and medium enter2rises> and

/hat *enefits they can received from it( F!'#% 8 reflects the BCCP model4

F!'#% 8

<lachvei and %otta =+,-.> 2ro2osed conce2tual frame/or0 indicates that if SM$s are a*le to *uild *rand a/areness5 engage customers through shares5 mentions5 call to actions and follo/ers

and listen to customer conversation and com2laints it /ill hel2 im2rove 2erformance such as

increase sales5 reduce cost and have a 2ositive return on investment =OI>(

The model can *e used as a guide for the o/ner to esta*lish metrics on /hat to do /ith his

Face*oo0 usage and /hat measurements should he focused on to measure the effect on the

2erformance and effort of his 2romotion( #o/ever5 not all the metrics are used since the model isfocused to all social media 2latforms( Since &BC is only using Face*oo05 *ased on the model /e

can focus its efforts4



13

Brand Building Community $ngagement Customer Service

Increase Traffic

Im2rove search ran0

Gain visi*ilityIm2roved each

Im2roved 2ositive 2ress

Im2roved 2ositive e;OM

Im2roved 2ositive comments

S2end more time on site

Increase FB friendsfans

es2ond to criticism

Im2roved SharesIm2roved call to action

)isten to conversation

#andle consumer com2laints

Online information

Performance

$arnings Sa9!n" E?)omm%#)% Sa&%"

Increase )eads

Increase Sales 2er Country

)ess cost in advertisement

)ess time from doingorientations and s2reading

information(

&BC is not selling online *ut

2romoting online someasurement of increase

online sales could not *e

measured *ut engagement that

might affect the total sales of

the com2any

Homan an0 Fo0o#<" B#an0 A1a#%n%"" an0 Ena%m%n$ U"% !n So)!a& M%0!a

&ccording to #offman and Fodor =+,-,>5 stated the that agencys social media use should match

the com2anys o*Aectives( They listed social media medias metrics used for *usinesses andmar0eters to increase 2erformance and the metrics mentioned can easily *e measured(

Since Face*oo0 is a social media network =anade5 +,-->5 #offman and Fodors stated that insocial media net/or0 to increase return on investment =OI>5 they should increase *rand

a/areness5 *rand engagement and 2ositive /ord of mouth(F!'#% @ illustrates /hat the o/ner

could to in social media net/or0s to increase its OI =return on investment>( This model is usefulfor SM$s(

Brand &/areness Brand $ngagement e;OM

F!'#% @



14

Sp%n0 mo#% $!m% on Con"'m%# Ena%m%n$ $o In)#%a"% B#an0 A1a#%n%""

&ccording to %$MO"$ =%e/ $conomic Models in the "igital $conomy>5 the com2any needs to

s2end time to su22ort advertising strategies( The o/ner /ho handles most of the social media

activities should s2end more time in engaging consumers instead of /aiting for them to react ontheir 2ost( &ccording to Balachadran and agel =+,-8>5 the more time they s2end on engaging

consumers mainly interacting /ith consumers through commenting5 sharing some of their 2ost5

messaging them and even esta*lish relationshi2 through handling com2laints and !uestions canincrease *rand a/areness and in social media com2ared to traditional media5 *rand a/areness

isnt a*out recall5 its a*out 2ositive /ord of mouth and can influence consumer *uying *ehavior(

&lso5 according to ;atson =+,-->5 s2ending more time in social media also increase sales in

SM$s(

In)#%a"% A09%#$!"!n Va&'%

The com2any has *een currently using the Face*oo0 &dvertising Program( &ccording to thestudy of Ga*er =+,-8>5 to increase advertising value to the consumers5 the advertisement should

*e credi*le5 entertaining and informative including in2utting the right demogra2hic varia*les of the target mar0et( The demogra2hic varia*les should not *e too narro/5 nor should it *e large

=#ess5 +,-.>( The advertisement should also *e agreed u2on the goals and the target mar0et and

the com2any should refine ads /hen it isnt /or0ing and if its not /or0ing5 go *ac0 to thedra/ing *oard( The com2any should also include testimonials from successful clients instead of

Aust congratulatory 2osters to increase credi*ility of their services offered(

Trying to increase leads and visi*ility may not /or0 for the agency if its advertising value of thecom2any isnt considered high( & good advertisement can have effects on consumers attitude

and *uying *ehaviour( The com2any should not focus on re2etitive congratulatory 2osters alone

*ut also add other content that can increase the advertising value *ased on the demogra2hics of its target mar0et(

C#%a$% Ena!n Con$%n$ $o 0#!9% In$%#%"$ an0 Ino#ma$!on $o $;% Ta#%$ Ma#=%$

Since the com2anys services isnt Aust a*out the service *ut also to educate their mar0et a*outtheir 2rocess5 they should also add some engaging content a*out the student and immigration

visa mar0et5 trivia information a*out the countries5 share and add other FB 2ages that relate to

the site to also increase visi*ility( This includes te1t5 images5 video5 audio5 and 2resentation and

is incor2orated /ith *randing and void from 2romotion( It attracts attention and encourages



15

readers to share it across their social media net/or0s( =Cohen5 +,-K Odden5 +,-K5 Trattner and

Ea22er5 +,-K>(

&ccording to %$MO"$ =%e/ $conomic Models in the "igital $conomy> !uality content is

im2ortant for consumers *ecause they not only see good content as innovative and net/or0ing

*ut as /ell as gaining 0no/ledge(

#aving a good content /ill increase information to the mar0et a*out the visa mar0et and the

services the com2any offers even though the content is not mainly 2romotion *ut to s2readinformation(

S$'0 an0 L%a#n ;o1 $o '"% Fa)%/oo= In"!;$" Too& an0 Ana&$!)"

One of the 2ro*lems in the o/ners use of Face*oo0 is the lac0 of 0no/ledge and use of

Face*oo0 Tools( Using Page Insights in Face*oo0 allo/s the o/ner to 0no/ ho/ many they

have reached in a time 2eriod( The Face*oo0 &nalytics /hich is availa*le for free and accessi*leto the o/ner5 can hel2 trac0 fan gro/th5 /hich content is effective *ased on num*er of shares5

comments5 mentions and hashtags and /hat content is *est shared( It also sho/s the o/ner5 the

demogra2hy of the 2eo2le they have reached5 the measure of engagement and traffic=///(face*oo0((comhel2>( These data are already gra2hed5 charted and is useful for decision

ma0ing5 es2ecially on the cam2aigns and advertisement of social media(

Fo)'" a&& "o)!a& m%0!a ma#=%$!n a)$!9!$!%" !n on% Fa)%/oo= pa%

There is a lac0 of visi*ility of their 2age due to the num*er of Face*oo0 2age( The o/ner should

remove 2revious accounts and focus solely on one Face*oo0 2age( The mar0eting agents coulduse this *asis to share the content and advertisement to their o/n clients( The o/ner should also

add other 2ages that are related and are also li0ed *y the target mar0et to gain visi*ility in those

2ages as /ell( Focusing all activities in one 2age can hel2 reduce confusion and increase

credi*ility of the com2any(

T#a!n> )omm'n!)a$!on an0 mon!$o# ma#=%$!n a%n$"

The o/ner should train the mar0eting agents ho/ to use Face*oo0 in 2romoting their

advertisement( #e should also monitor and communicate /ith them regularly to 0ee2 them

motivated and also assess on their 2ro*lems and activities( This can hel2 s2read consistentmessages to the mar0et and avoid multi2le accounts in the social media environment(

S$'0 an0o# B%n);ma#= on Fa)%/oo= Ma#=%$!n S$#a$%!%" an0 Campa!n" #om

S'))%""'& Compan!%"

The o/ner should also loo0ed into com2anies /ho have successfully use Face*oo0 in their cam2aign( The o/ner can also *enchmar0 on their cam2aign strategies on his *usiness( This /ill

give the o/ner an idea on ho/ to use the Face*oo0 tools and ho/ some com2anies /ere a*le to

achieve their targets( &n e1am2le /ould *e the case /ith Go%uts5 a Sri )an0a Com2any5 usedthe Face*oo0 &ds5 increase connections and engagements *y 9.,L in t/o months and Aoin

grou2s also Aoined *y their target mar0et5 they /ere a*le to increase sales5 traffic and a/areness

of the their com2any( &lso5 Boo0It(com *y engaging their already e1iting fans /ere a*le to gre/

http://var/www/apps/conversion/tmp/scratch_2/http:%2F%2Fwww.facebook..com%2Fhelp

http://var/www/apps/conversion/tmp/scratch_2/http:%2F%2Fwww.facebook..com%2Fhelp



16

their fan*ase in t/o months from K,, to K8,,, and they also noticed that 9+L of those /ho

clic0ed on their ads /ere s2onsored stories( &ll these -,. case studies are availa*le in Face*oo0

&dvertising Mar0eting Case Study(

C. RECOMMENDATION

Based on the discussion and evaluation of each o2tion5 the com2any is recommended to

,. #ave a clear goal( One /ay to create a s2ecific goal is to use the SM&T tool( Their

goal should *e s2ecific on /hat they /anted to ha22en and do5 have metrics to measuretheir 2rogress5 must *e attaina*le and 2ossi*le to *e done *y a normal human *eing5

*ased on realistic situation and must have a deadline( But it isnt Aust a*out the goals *ut

to follo/u2 on the 2rogress as /ell( They should set themselves targets every year and

should follo/u2 on their 2rogress(

. They can use the BCCP model to study and use the metrics used to target measurements

for their goals as /ell as study the im2act of their social media use on com2any

2erformance such as im2act on sales5 leads5 etc( &lso using the BCCP model5 they should

focus on *rand *uilding and community engagement as 2riority goals in using socialmedia(

5. S2end more time on engaging consumers in Face*oo0( They must have a s2ecified timeevery day /hen engaging consumers through adding grou2s relevant to the consumers

demogra2hics5 add content5 comment5 share5 add other 2ages or affiliated schools 2age

and even interact /ith their comments5 !ueries and com2laints(

6. Schedule( Eno/ /hen to schedule they should interaction /ith the consumers( ;hat time

do they mostly logged in the site is the *est /ay to schedule the time to engage them in

social media(

7. Continue on the use of Face*oo0 &ds *ut also add engaging content to create informationto the mar0et as /ell as increase traffic and li0es(

8. They should not Aust focus on congratulatory 2osters and 2ictures *ut as /ell as add

2ositive /ord of mouth through their successful clients comments and even testimonials(



18

Eotler5 P( =+,,9>( $ntroduction to *arketing: th (dition+ $nternational (dition+PearsonPrentice

#all(

Eotter5 H( =-:>( ;eading Change(#arvard Business School Press(

Eushnir5 E(5 et( al( =+,-,>( *icro! )mall and *edium (nterprises Around the Wolrd: <ow *any Are There! and What Aects the Count6MSM$ Country Indicators5 ;orld Ban0IFC(

)ane5 M( N Coleman5 P( =+,-+>(Technology (ase o %se Through )ocial Networking *edia+Hournal of Technology esearch( ISS%4 +K+9.K.(

)a/rence5 H( $( =+,,>(The $nternet and )mall to *edium )i=ed (nterprises: 4esearch Notes (

Information5 Society and Hustice5 <olume + %o( +5 Hune +,,4 22 ++-+K. ISS% -9.:-,9D

Merc0aert5 E( =+,-K> The %se o )ocial *edia by 2lemish )*(s+ Universiteit Gent(

Michaelidou5 %(5 et( al( =+,-->(%sage! Barriers and *easurement o )ocial *edia *arketing: An

(/ploratory $nvestigation o )mall and *edium B>B Brands+ Industrial Mar0etingManagement5 8,=9>5 22(--.K--.( =)or*orough University>

Moorthy5 M(E(5 et( al( =+,-+>( A )tudy on 2actors Aecting the ?erormance o )*(s in

*alaysia+International Hournal of &cademic esearch in Business and Social Sciences(

<ol( +5 %o( 85 ISS%4 ++++:,(

%$MO"$(=+,-8> )ocial *edia )trategies in )mall Businesses+Center or (nterprise+Machester Metro2olitan University(

Odden5 )( =+,-K> What is Content6 ;earn rom .@ 1einitions( To2 an0 OnlineMar0eting(htt24///(to2ran0*log(com+,-K,K/hatiscontent

Pradi2tarini5 C( =+,-->()ocial *edia *arketing: *easuring its (ectiveness and $dentiying theTarget *arket+ Hournal of Undergraduate esearch I< ! University of ;isconsin(

anade5 (C( =+,-->( $mpact o )ocial *edia on )*(s Case ?ro8ect+Mum*ai Institute of

Management and esearch5 University of Mum*ai(

Sago5 B( =+,-K>( 2actors $nluencing )ocial *edia Adoption and 2re"uency o %se: An

(/amination o 2acebook+ International Hournal of Business and Commerce5 <ol( K5 %o(-( ISS%4 +++.+8K:(

Sarangan5 B( Nagel5 <( =+,-8>( $mpact o (ngagement with )ocial *edia *arketing in Brand Awareness+Indian Hournal of esearch in Management5 Business and Social Sciences(

Saravana0umar5 M(5 N)a0shimi5 S( =+,-+>()ocial *edia *arketing ()ife Science Hournal(

http://www.toprankblog.com/2013/03/what-is-content

http://www.toprankblog.com/2013/03/what-is-content



19

Schivins0i5 B(5 N"a*ro/s0i5 "( =+,-K> The $mpact o Brand Communication on Brand ("uity

1imensions and or Brand ?urchase $ntention Through 2acebook ( Gdans0 University of

Technology(<lac0vei5 &( and %otta5 O( =+,-.>(%nderstanding )ocial *edia 45$ in )*(s+International

Organi7ation for esearch and "evelo2ment – IO"5 ISS%4 +8-,.8:.

;atson5 ( =+,-->()ocial *edia $ncreases Wine )ales and Consumption(California Polytechnic

State University+

;ong5 C( #( =+,-+>( 2acebook %sage by )mall and *edium3si=ed (nterprise: The 4ole o

1omain3)peciic $nnovativeness( Glo*al Hournal of Com2uter Science and Technology(

abc world visa case study

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