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Linkfluence: Building on ActSocial's Relationships
內容大綱
Founded in 2008 in Singapore and China, ActSocial was a social marketing company that initially provided brands with word-of-mouth (WOM) marketing services. The firm then adjusted its model to focus on providing online social media and digital content marketing services. After significant success from 2013 to 2015, ActSocial was fully acquired by Linkfluence, a leading global social media monitoring and research company. As part of this larger company, the new leadership team at Linkfluence Asia now needed to decide how to proceed and wondered if they would have influence over the direction of their product, hiring decisions, team-building, and growth plans.
學習目標
This case is suitable for undergraduate and MBA level courses on innovation management or marketing management. It describes opportunities that emerge for companies through the availability of new markets and tools. It also discusses the challenges facing a local start-up after being acquired by an international company. Upon completion of this case, students will be able to:<ul><li>identify and evaluate key business assumptions underlying ActSocial’s business growth plan, along with key company milestones;</li><li>analyse how ActSocial adjusted its key business assumptions and proved its business model by adopting the four-step closed-loop social media marketing strategy of “listen-understand-engage-influence”;</li><li>identify organizational, cultural, and operational implications and challenges for ActSocial, through product and service cross-selling initiative; and</li><li>suggest WOM marketing technology adoption and migration options for ActSocial, and evaluate the pros and cons of these options.</li><ul>