So there has been this awful silence wondering around on my website. I would call it a traditional blog-thesis collision. (Ex-) students know that when you are writing your thesis, it’s difficult to motivate yourself to write even more in the few free hours you get to have. Fortunately my passion for this thesis got the bigger hand of me and forced me to explain what I’ve exactly been doing.
Most of you probably heard I started my graduation internship at Capgemini in February this year. It has been an amazing company this far and continuos to do so every day. The colleagues are very kind, helpful and the amount of knowledge I get to digest everyday is awesome. It’s also a great opportunity to apply the knowledge from my previous research and internship to my final dissertation. So what have I been working on the past few months and what lies ahead?
When I was debriefing my assignment with my colleagues it initially had a focus on a general online (marketing) footprint for a single division within the Capgemini organization. After we determined the research-subject was too small and at the same time involved too many marketing channels, we scoped the assignment to a focus on the social marketing activities of Capgemini and her competition, globally. I am now researching which elements support an effective social media B2C (/P2P) strategy and which variables or factors can be used to identify so.
(If you aren’t into methodical babble, I’d recommend you to skip this bit)
In my first research stage I chose two different approaches in comparing Capgemini’s social activities to those of its competitors, an ethical and variable approach. The ethical approach focuses on observing and describing the social account with a list of valuable communicative characteristics. The variable approach is focused on calculating Key Performance Indicators, KPI’s. In lain mans terms these are percentages that provide leverage in comparing different periods or accounts for their effectiveness.
So what will this result in? Right now I finished applying the criteria from this first stage of research to the social accounts of Capgemini and her competitors. It got me some valuable data which I am now trying to compare and turn into recommendations towards the organization.
The final product is now rapidly taking shape (and it should with only less then a month ahead of me). After handing in my final version we are going to market the research-concept and you will probably see me sharing some new blogposts here and there on the insights of this dissertation. For now, thank you for sticking this far with me, I know it was quite a technical/methodical ride but I will promise you, fun stuff is soon to come!