I found the article by Kandampully et al. (2016) incredibly insightful and applicable to my work context. Though I work in Christian ministry at a university campus, not in the hospitality field, I learned many relevant lessons from the article. I will outline one of the applicable points discussed in the article and then give a brief outline of a development plan for my staff team moving forward.
Jaakkola & Alexander (2014); Mascarenhas, Kesavan, & Bernacchi (2004); Zhang et al. (2015) state:
“Technology provides new tools to engage with customers through online platforms, social media, and customer communities, such that they function better as brand ambassadors and co-creators of value.”
This statement is applicable in the context of university campus ministry, since lately our staff team is noticing a trend of less students connecting with us in person, at a table or coming out to events to get connected. We have found more students will “like” our Facebook or Instagram page or check us out online, before deciding to come to an event or even in preference of meeting face-to-face. We think this may be as a result of the trends of Generation Z, the new generation of youth (ages 13-18), who currently are or will be entering universities (Barna Group & Impact 360 Institute, 2018). Barna Group & Impact 360 Institute (2018), define Gen Z as “screenagers” as they grew up “saturated by digital technology” (pp. 15-16).
We have noticed that even something as small as directly messaging people on Facebook who “like” our page and inviting them to an event seems to make it more likely that they will come. Also we have realized that Gen Z students are quick to judge the online media platform, almost as a testing ground, to see if this is a community they want to be involved in (Barna Group & Impact 360 Institute, 2018).
Another key thing we have noticed is what Gligorijevic & Luck (2012) point out, “In the past, firms often viewed each customer as a single entity. But today, customers are gradually considered as “social customers” who are always into Word-of-Mouth activities on online and offline contexts.”
We find that the majority of students who join our community on campus are what would be classified by Gligorijevic & Luck (2012) as “social customers”, meaning they come out to our activities because of Word-of-Mouth from other students who either bring them or suggest they check us out. Also according to Gligorijevic & Luck (2012) it seems Word-of-Mouth extends past offline, but into the online activities as well. Today, the snapshots of activities you post online are a part of “being social” and help students consider whether we are a community they want to join. Therefore, when students and staff involved in our ministry post things on social media about what we are doing, it is a part of drawing “social customers” (Gligorijevic & Luck, 2012).
Ostrom et al. (2015) says “in this sense, technology grants service firms new means to fundamentally change the context in which they deliver services.” In addition Rust & Huang (2014) and Yadav & Pavlou (2014) state this results in companies being able to “establish and maintain more personalized customer relationships.” These statements, make it clear that technology actually has changed the context of how services are delivered (Ostrom et al., 2015). Though campus ministry is not a “service”, like a hospitality company, we are a “service” in the sense of helping students connect to community and learn more about Jesus. We recognize we cannot purely deliver that “service” through online, but we can give people a “taste” of what that “service” is like through the social media platform.
In conclusion, we see that social media today is a means to which can actually establish and maintain personal connections. Though we see this as a growing reality, as a ministry we desire to provide not just online superficial connection, but a deeper connection to God and to community. I recognize that deeper connection to God and community is our main goal and that social media and technology only go so far. However, social media for the current generation coming into universities, could be considered as an “entry-way” for students to connect deeper into faith and community.
With this all in mind a basic employee development plan, could be the following:
1. Cast Vision/Create Urgency
- Currently, most of my staff and student leaders, do not see social media as “vital” to connecting with people, it is more “optional.” I want to help my team embrace both, their personal “online presence” and our organization’s “online presence”, as important and also as a part of our team culture.
- In order for our and connection with new people online to really improve, the staff and student leaders need to be “on board” with an understanding of the need for a better quality/frequent social media presence on various platforms (Facebook, Instagram, Snapchat etc.).
- This would happen through staff and student leader meetings, where the need for engaging and connecting with people through the online platform and bringing them into our community, would be emphasized. In order to cast vision, you first need to create a sense of need and urgency.
- Through staff and student leaders first gaining a vision and motivation to connect with students online, it will pave the way for a strategy for engaging students.
2. Consult, Learn & Develop a Strategy
- As a team, we would spend time consulting different resources, such as: articles, books, youtube videos, experts in social media/marketing, and learning from current students who are really engaged online for “best practices.”
- After learning as a team, we would work towards implementing a clear strategy of connecting with students online and building a better “online community”, that really shows who we are.
3. Do a Trial Project and Evaluate
- After developing a clear strategy and plan, we would launch a trial potentially in September 2019, when our biggest intake of students is.
- We would need to appoint a leader in charge to motivate the team.
- As a team, we would need to have a clear execution plan and a way to evaluating the strategy afterwards.
- After our “busy season” (September to mid-October), we would do an online survey of new students who got involved with us specifically about “how they got connected” or were “exposed” to the ministry. This would help us to gauge how much of an impact the online platforms (Facebook, Instagram etc.) made a difference to getting students connected.
- Based on the feedback, we would evaluate the effectiveness of the strategy by seeing how many people connected with us and/or evaluated our community first through the online platform.
- After evaluating, we would take next steps to move in the direction the results indicated.
Header photo: pexels.com by Tracy Le Blanc shared under Pexels (BY) license.
References
Barna Group & Impact 360 Institute. (2018). Gen Z: The culture, beliefs and motivations shaping the next generation. U.S.A.: Barna Group & Impact 360 Institute.
Gligorijevic, B., & Luck, E. (2012). Engaging social customers– influencing new market strategies for social media information sources. In Contemporary research on e-business technology and strategy (pp. 25-40). Berlin Heidelberg: Springer.
Jaakkola, E., & Alexander, M. (2014). The role of customer engagement behaviour in value Co-Creation a service system perspective. Journal of Service Research, 17 (3), 247-261.
Kandampully, J., Bilgihan, A., & Zhang, T. C. (2016). Developing a people-technology hybrids model to unleash innovation and creativity: The new hospitality frontier. Journal of Hospitality and Tourism Management, 29, 154-164.
Mascarenhas, O.A., Kesavan, R., & Bernachhi, M. (2004). Customer value-chain involvement for co-creating customer delight. Journal of Consumer Marketing, 21 (7), 486-496.
Ostrom, A.L., Parasuraman, A., Bowen, D. E., Patrício, L. , Voss, C.A., & Lemon, K. (2015). Service research priorities in rapidly changing context. Journal of Service Research 18 (2), 127-159.
Rust, R. T., & Huang, M.-H. (2014). The service revolution and the transformation of marketing science. Marketing Science, 33 (2), 206-221.
Yadav, M. S., & Pavlou, P.A. (2014). Marketing in computer-mediated environments: Research synthesis and new directions. Journal of Marketing, 78 (1), 20-40.
Zhang, T., Kandampully, J., & Bilgihan, A. (2015). Motivations for customer engagement in online co-innovation communities (OCCs): A conceptual framework. Journal of Hospitality and Tourism Technology, 6(3),311-328.
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