Unformatted text preview: IDEmøbler under social media crisis Ahmad Hadji -‐ Turdeghal User: ahha14ab Person ID: 150693-‐3567 Subject: Social Media Management Teacher fall 2016/17: Lester Allan Lasrado School: Copenhagen Business School / HA-‐IT Email: [email protected] Phone no. 50301724 C o p e n h a g e n B u s i n e s s S c h o o l – 2 0 1 6 / 1 7 Fall 16/17 Ahmad Hadji Copenhagen Business School Fall 16/17 Ahha14ab Social Media Management – Lester Allan 1506933567 Exam – Home Assignment 2 Table of contents 1. Introduction 1.1 Introduction to social media 1.2 The Case 1.3 Problem statement 3 3 3 5 2. Theoretical Framework 5 3. Mythology & Data collection 3.1 Data collection 3.2 Interview – Rene Vitton 3.3 Netnograpy 6 6 7 7 4. Results 4.1 Social Data Model 4.1.1 Social graph analysis 4.1.2Social Text 4.1.3 Part conclusion 4.2 IDEmøbler´s instant reaction to the crises. Theory on how they behaved. 4.3 Social Media Management Framework 4.3.1 Context 4.3.2 People 4.3.3 Proces 4.3.4 Polices 4.3.5 Culture 8 8 8 12 12 13 13 14 14 15 15 15 5. Discussion 16 6. Conclusion 17 7. Bibliography 17 8. Appendix Appendix 1: IDEmøbler Facebook page Appendix 2: Simon Schleemann Appendix 3 ( Articles) Appendix 4 ( Interview with Rene Vitton) Appendix 5 (Tableau Illustration à On which time people are most active. Appendix 6 – Social Media Management Model Appendix 7 – Word Clouds 19 19 20 20 21 23 24 25 Ahmad Hadji Copenhagen Business School Fall 16/17 Ahha14ab Social Media Management – Lester Allan 1506933567 Exam – Home Assignment 3 1. Introduction 1.1 Introduction to social media I will start with quoting the famous worldview of the roman God who had two sets of eyes: “one
pair focused on what lay behind, the other on what lay ahead1”. Having this in mind, gives you a
different view on how a big organisation should handle key activities in this continuously
globalized world. In the past seven years social media has exploded as a tool to create competitive
advantage. Social media has significant impact on different areas of society. Many Organizations
are already building communication, collaboration, also exploration and exploitation of knowledge
with the consumers. Gaining relationship developed through social media brings consumers close
and keeps them involved, and on the other hand helps organizations in gaining information about
the customers needs. (Parveen et al. 2015). The benefits of using social media as a strategic tool in
organizations, also arises some disadvantages. Which will be describes further down in the report.
Organizations are getting closer to the consumers via. Web-bases technologies as: HTML websites,
Facebook, Twitter, Instagram etc.
It is vey important to know that there are no “one-site-fits-all” method when it comes
to social media strategy2. The main challenge for firms that are using social media is the loss of
control and the focus on the two-way communication. Therefor companies can no longer decide
what people are talking about when they are mentioning their brand on social media. If companies
do not put enough resources to manage the social media when changes are happening within the
organisation, a company might end up being in a social media crisis or better knows as “ Shitstorm3” A Danish furniture company called IDEmøbler implemented a new CRM system in 20144.
The customers created a shit-storm on the social media, especially Facebook. This exam paper
investigates IDEmøbler and how the crisis effected their relations with the customers on Facebook. 1.2 The Case IDEmøbler is a Danish franchise company who sells furniture´s across the country. The company
is a B2C 5 company and was established in 1969 6 , in cooperation with other small furniture 1 Article: The ambidextrous organization – By Carles A. O´Reilly and Michael L. Tushman ( Page 1) 2 (Larson, 2009, p. 24). 3 (
TLarson, he Hand-‐Book 2009, pc. hapter 24). 6 ( Social media Crisis) 3 The Hand-‐Book chapter 6 ( Social media Crisis) 4 -‐i-‐shitstorm-‐kunder-‐raser-‐over-‐manglende-‐ moebler/5604667 ( visited on the 2nd november) 5 ( visited the 7-‐11/16) 6 -‐idemoebler/job-‐og-‐karriere/idemoeblers-‐historie (visited 8-‐11/16) Ahmad Hadji Copenhagen Business School Fall 16/17 Ahha14ab Social Media Management – Lester Allan 1506933567 Exam – Home Assignment 4 companies. Through the years IDEmøbler have inspired the Danish people and shown them how
they can decorate their living rooms. Today IDEmøbler consists of 417 shops across Denmark,
Island and Greenland. In 2013 IDEmøbler was acquired by the global entrepreneur Lars Larsen8
and founder of Jysk. In 2014 Lars Larsen changed the company´s IT system, which basically
handles the customer’s orders and etc. This created a stream of problems, where people´s
furniture’s was lost and delayed. A chair or sofa was constantly delayed when ordered, although
the payment was made many months ago. Eventually people felt robbed and therefor exposed
IDEmøbler for fierce criticism on Facebook, which escalated and turned into an actual social media
crisis. People took contact to newspapers, called the police and basically wanted everyone to know
what situation they where in.
The crisis began on the summer of 2015 when many of IDEmøblers costumers posted their
complaints on IDEmøbler Denmark´s official Facebook page regarding troubles with “lost”
furniture’s and general lack of information. Simon Schleemann9 (See Appendix) one of many posted a
complaint the 30th September on IDEmøblers Facebook page, where he attached a picture of his
living room that was empty. He expressed his frustration in a very funny way where he wrote that
he was promised his furniture’s to be delivered a month ago, but still haven´t gotten them yet. Many
people demonstrated sympathy for him and moreover it turned out that other customers still was in
the same situation. Simon Schleemann received more than 650010 likes and almost 500 comments
in a few days. IDEmøbler answered him very formal and apologized, but he did not receive any
further information about his table. This became a viral subject on social media and eventually
found their way to the national newspapers (Ekstrabladet.dk, Finans.dk).
Taken this into consideration I have chosen to investigate IDEmøbler Denmark. The exam paper
will consist of an analysis of the difficulties when managing social media, and discover the
consequences of hitting social media crisis. Moreover I will investigate how IDEmøbler has
changed their social media strategy in avoiding a new shit-storm. 7 -‐idemoebler/job-‐og-‐karriere/idemoeblers-‐historie 8 (entrepreneur) 9https:// 10https:// Ahmad Hadji Copenhagen Business School Fall 16/17 Ahha14ab Social Media Management – Lester Allan 1506933567 Exam – Home Assignment 5 1.3 Problem statement § In which way did the customers of IDEmøbler react on social media and especially on
IDEmøbler´s Facebook page? § How (did/did-not) the company change its social media strategy and Management to avoid a
new crisis? 2. Theoretical Framework To continue this exam paper I have chosen to have a positivistic philosophical standpoint with the
determination of creating a clear knowledge by lean on what can be observed and measured11.
Taken this onto consideration I assume valid knowledge is scientific, and that data have to be
objective to discover the real truth of the problem. From this standpoint I can investigate the truth
from different perspectives. Firstly I will use my logic and secondly gathering and observing
empirical data by use of my five senses12. The collection of data with positivistic standpoint will
help me gather objective quantitative data for generalization and picture overall conclusions. The
collected data from how IDEmøblers customers have complaint on Facebook will help me measure
the crisis in a proper way.
During my investigation having a positivistic theoretical framework, I will be critical to the
surroundings, when I analyse and draw conclusions. Moreover this allows me to draw conclusions
using induction or deduction. The exam paper will mostly focus on induction, because it implies
that I will write conclusions by investigating the empirical data I have collected13. The collected
data and mythology will be described further down in the report. Basically when using inductive
method, I must be more aware of the reliability/validity14 of the data. Reliability makes sure that the
data gathered is fair and correct and most important reliable. Looking at validity it implies that the
problem statement has been investigated and a conclusion can be stated. 11 The Book: Thuren, 2008 page 24 12 The Book : Thuren 2008, page 19 13 -‐ ”-‐ page 28 14 -‐and-‐reliability ( Definitions) Visited 12-‐11/16 Ahmad Hadji Copenhagen Business School Fall 16/17 Ahha14ab Social Media Management – Lester Allan 1506933567 Exam – Home Assignment 6 3. Mythology & Data collection To answer the first part of the research question about how IDEmøbler´s customers reacted on the
company´s Facebook page from when the crises started in 2015. I will use the social data model for
analysis, from Vatrapu´s article (Understanding social business). This model will help me to
statistically investigate the social graph and moreover the actors reacting on artefacts. Furthermore
investigating the context of conversations. My primary data is gathered through induction to
analyse the situation, by getting raw data on excel-sheet from IDEmøbler´s Facebook page. 2 month
before the crisis took place in 2015 and few month after and even to 2016. While doing so, I have
analysed statistically and applying the positivistic philosophical standpoint. The tool used to extract
all this data was by using Sodato15. And I have to say that my teacher helped me with getting user
access to Sodato, because there was limited access for all students in a class.
Time Horizon16, This report examines with a cross-sectional horizon, which means I will focus on
a group of people´s behaviour in a particular point of time. However the longitudinal horizon
focuses not quite so precisely and sees the situation over a longer period of time. (Years). 3.1 Data collection In the social graph analysis, I have used the extracted data from Sodato and connected it to
Tableau17, which is a vey effective program to work with, when data must be visualized in a very
meaningful way. Moreover I have made some Table calculations in Tableau and generated some pie
charts and bar charts, which made it possible for me to compare the two periods. Furthermore the
analysis investigates through data how the users have reacted and in which size the shit-storm has
affected IDEmøbler´s Facebook page. Additionally to analyse on social text I viewed through
comment gathered from the raw data and the ones that gained the most focus from social media and
made its way to articles. To gather all the most liked and commented comments gives me an insight
on which words that was used the most in a specific time and therefor helps me to make a clearer
sentimental analysis. Furthermore by taken the comments out of Sodato and using the tool “ Word
it out18” 15 16 17 Tableau is business intelligence software that helps people see and understand their data 18 Ahmad Hadji Copenhagen Business School Fall 16/17 Ahha14ab Social Media Management – Lester Allan 1506933567 Exam – Home Assignment 7 The answer the second part of my research question on “How IDEmøbler has changed its social
media strategy to solve the crisis and avoid a new crisis” Firstly I have gained knowledge from
Joep Cornelissen´s book19 “ Corporate communication” about a few crisis theories and secondly
used Nick Smith and Robert Wollan´s book20 “ The social media management” to investigate the
actual analysis. Thirdly I have made an interview with the store manager of IDEmøbler Glostrup,
which is one of the biggest physical stores in Copenhagen of the company. He answered all my 8
questions and gave me a more clear view on what the company went through and which managerial
changes they had to make to come through the storm. Further more to answer the research; I have
gathered some secondary data from reading news articles on the Internet, to gain a better answer to
the social media management framework analysis. 3.2 Interview – Rene Vitton The full interview can be seen in the appendix, where I have ben in contact with Rene Vitton, who
is the store manager in Glostrup IDEmøbler and asked Rene Vitton 8 specific questions about the
company’s social media strategy and how they handled the crisis in the summer of 2015. The
Interview is semi-structured; this way the interview have a clear goal on which questions I have to
go through, moreover the ”semi-structured” interview gives me room to improvise along the way,
and the interaction doesn’t have to be like a monolog. 3.3 Netnograpy21 Furthermore through my analysis and answering the research questions, I have chosen to use
netnography. Because it delivers the natural behaviour occurred and discussed between actors on
social media and making the data more reliable. This approach consists mostly of qualitative data
and therefore I have to be very critical when looking into quantitative data. Moreover the secondary
gathered data is being used to complete the “Social media management framework analysis22”. The
framework consists of six different components: context, culture, people, process, policies and
metrics. Throughout my analysis of five specifically selected components, the company gains a
larger view on social media and simultaneously showcase possible organizational strategy
improvements to avoid a new social media crisis. 19 -‐communication_joep-‐cornelissen_paperback_ ( bought) 20 The Social media handbook à Available in the curse dropbox 21 -‐is-‐netnography/ ( Definition) 22 The Social media management Handbook page 24. Ahmad Hadji Copenhagen Business School Fall 16/17 Ahha14ab Social Media Management – Lester Allan 1506933567 Exam – Home Assignment 8 4. Results IDEmøbler is active on different social media platforms: Instagram, Facebook, Youtube and
LinkedIn. But the company is by far most engaged with the end-user on Facebook, where they have
gained 119.28923 likes and growing. They use Facebook to promote their furniture’s and the
upcoming events. The social data model is used to find out, how the users of IDEmøbler reacted to
the shit-storm in 2015. This model divides the data into two groups: Social Graph and Social text
analysis. 4.1 Social Data Model [Source: Vataptu, R, 2013, “ Understanding Social Business”] 4.1.1 Social graph analysis When analysing the social graph we investigate the actors, which take action on artefacts that are
created and furthermore interacted with24. Taken IDEmøbler into consideration, the actors are the
company´s Facebook users and the artefacts are the type of posts. Each actor takes an action on the
artefacts by liking, commenting or both. Activity explains the sociological impact of the different
actions. These four elements are explained more precisely below:
Actors: The Facebook users on IDEmøbler´s page.
Artefacts: IDEmøbler´s Facebook posts.
Actions: Like, comments, comment reply ect.
Activity: Sociological impact of the actions.
Firstly to illustrate how many people actually where involved to
some extend on IDEmøbler´s Facebook page during the social
media crisis. I have gathered the raw data of Facebook extracted 23 ( Likes) Home Page 24 The Book: Vatrapu page 6 à 2013 Created in Tableau (Facebook data) Ahmad Hadji Copenhagen Business School Fall 16/17 Ahha14ab Social Media Management – Lester Allan 1506933567 Exam – Home Assignment 9 from Sodato and shown the volume of activity and moreover illustrated that people where more
involved the year the crisis hit the company.
The Tableau illustration above confirms that in the year 2015, the activity increased to 349.680 on
IDEmøbler´s Facebook page. Compared to year 2014 and 2016 the difference in numbers are huge
and it indicates that the shit-storm created a lot of buzz during that period.
Furthermore before analysing the shit storm before and after it happened via pie charts and bar
charts I have investigated when people are most active during the day. To illustrate this I gathered
data from 2014 to 2016 in Tableau and gathered the number of people at the x-axis and hours on the
y-axis. The model can be seen in the appendix 6. It shows that people are most active on
IDEmøblers Facebook page from 7 o´clock to 16 o´clock by mostly commenting and post liking.
IDEmøblers post´s a lot of pictures and events on their Facebook page during this time. Actors are
therefor reacting towards this and increase the activity on the Facebook page.
Through my findings from the rawdata and connected it in Tableau, I have created two pie diagrams
showing the percentage distribution of artefacts and actions made by actors (Users) a month before
(may) the crises and a month after (June) the crises. The diagrams above show a huge difference before and after the crisis. The blue part of the pie is
the ”Likes”, the orange part of the pie represents the “Comments and the black is groped bye:
“Comment like, Comment reply and Post by users”. Furthermore you can see that the actors are
either engaged by commenting or liking on IDEmøblers Facebook page. Ahmad Hadji Copenhagen Business School Fall 16/17 Ahha14ab Social Media Management – Lester Allan 1506933567 Exam – Home Assignment 10 When looking at the diagram on the right side, which is before the crisis. The amount of users
liking consists of 54,84 pct., commenting is 41,10 pct. The activities the customers/users made on
IDEmøbler´s Facebook page could be questions about the prices or whether the company still have
the products in store. But these numbers changes if we look at the pie diagram after the crisis. It
shows an increase in “comments” from 41,10 pct. to 51,40 pct., which is increase on 10 pct.
Furthermore the “likes” fall to 46,59 pct. which is are decrease from previous period on 8 pct. And
the most important part is the grouped actions (posts, comment like, comment reply) that have
decreased from 4 pct. to 2 pct. All the artefacts made in this data are either from IDEmøbler or the
Facebook users engaged.
The fact that the amount of post likes decreased after the crises shows that actors engaged
themselves and wanted to show their frustrations by commenting other post. On the other side,
IDEmøbler where using a lot of resources on replying. When social media users express themselves
on the company´s Facebook page, it is mostly about the experience they had and which troubles
they have been trough. This attracts many people, also those who normally don’t visit IDEmøblers
Facebook page. The people show sympathy and support by commenting and liking and the results
creates more attention. The power of social media is strong; post and comments can quickly go viral
and creating a crisis over night. It´s a phenomenon that company´s truly can´t control, because
Facebook users can any time choose to express themselves on Facebook. The bar chart below
illustrates the high jump of activity on IDEmøblers Facebook page from May to June. Created in Tableau à From Rawdata of Facebook gathered by Sodato Ahmad Hadji Copenhagen Business School Fall 16/17 Ahha14ab Social Media Management – Lester Allan 1506933567 Exam – Home Assignment 11 This can moreover be supplemented by looking at the assembled category, which have fallen to 2
pct. This means that there where less posts by IDEmøbler during that period. The company´s focus
was directed towards the users post and therefor increased number of comments. I have attached a
post from Simon in appendix, which during the crisis got many thousands of likes and comments.
Moreover Simons post was printed in the news and pushed IDEmøbler even more to accept that
they where in a shit storm. Based on the pie diagrams it seems that the ...
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