Dynamic Process Analysis

A dynamic process is a flexible daily process in a workplace, meaning it can be an activity that’s something different every day depending on the circumstances to help with strategic decisions. The dynamic process we will focus on is marketing, specifically with social media like TikTok.

The social media information system that supports the dynamic process Lululemon uses for their marketing is TikTok. Lululemon utilizes their TikTok presence by posting videos of new products that are about to drop, workout videos in a Lululemon-themed studio, interviews with athletes, and customers working out as they’re wearing a whole Lululemon outfit. I think TikTok supports its dynamic process the most out of the other social media platforms because there are always new trends happening that allows Lululemon to stay in the loop with its audience and app users. TikTok is perfect for Lululemon since they’re able to post videos of how different customers style their outfits anywhere. The videos Lululemon posts show how their brand is for everyone from tennis players, and figure skaters, to ballerinas. 

 

SOCIAL CAPITAL

Social capital refers to the investment in social relationships with the expectation of return in the marketplace (Kroenke & Boyle, 2020). To estimate the social capital of Lululemon, we can use a formula based on three key factors:

1.     Number of Relationships: Total connections or followers within the network. For Lululemon, their TikTok account has 1.1M followers.

2.     Relationship strength: The depth and quality of the connections. On their TikTok account lululemon has 11.4M likes, which indicates strong engagement.

3.     Entity Resources: These are the resources of the people in the network like influencers, athletes, and brand ambassadors who promote Lululemon. Their platforms and audience reach increase the brand’s visibility and credibility. Several well-known figures are ambassadors for Lululemon, including PGA golfers Max Homa and Min Woo Lee and tennis players Leylah Fernandez and Frances Tiafoe. Lululemon has also partnered with Formula 1 driver Lewis Hamilton. 

Formula:

Social Capital = Number of relationships * Relationship Strength * Entity Resources

ENTERPRISE SOCIAL NETWORK 

An Enterprise Social Network is a software tool designed to use social media features that facilitate cooperative work within an organization. ESNs are tailored for internal organizational use. The primary goals of an ESN are to improve communication, collaboration, knowledge sharing, and problem solving (Kroenke & Boyle, 2020).

Enterprise 2.0 is the use of social software platforms within an organization to improve collaboration and communication. According to Kroenke & Boyle (2020), SLATES refers to:

1.     Search: Efficiently find content within the company.

2.     Links: Access resources via links.

3.     Authoring: Create content.

4.     Tags: Use flexible tagging to categorize content.

5.     Extensions: Offer content based on usage patterns

6.     Signals: Push relevant content to users via alerts.

Lululemon uses tools like Zipline, which is a communication app where employees and managers can post updates and ask questions. Additionally, Lululemon has an app called LululemonU, which allows employees to engage in trainings.

SMIS SECURITY CONCERNS 

Lululemon addresses SMIS security concerns by enforcing cybersecurity protocols within their company to protect their social media access. They also use their crisis management plan to detect and solve any concerns.

Lululemon does have a social media policy for employees, they cannot publicly speak on the behalf of the company to avoid sharing confidential information on social media. The Lululemon social media team has to present themselves accordingly to represent the company in a positive view. The team can reply to comments on social media posts but with full honesty, professionalism and respect to avoid any confusion. The employees can’t use profanity or any type of hate speech towards anyone with posting. Lastly, Lululemon employees are not able to post any negative reviews about the brand or opposing athletic apparel brands like Nike.

Lululemon has their social media team constantly looking out for any type of comments or bad reviews on social media to manage their content and brand. When a customer posts a bad review on a Lululemon product online, they do have a crisis management plan they follow. Their crisis management plan involves taking a break from posting on all social media platforms, sending out an email to all employees to make them aware of the feedback, creating a post that addresses the concern while assuring followers that they’re working to resolve the issue, and they release a statement on how they plan on fixing the problem. Lululemon is known for “making light of a bad situation”, when they receive negative reviews and resolve them, they will make jokes about it in their following posts.

In 2013, Lululemon had a customer review that went viral, the customer complained about her yoga pants being too transparent. After they resolved the matter with the customer, they displayed signs in local Lululemon stores saying, “we want to be transparent with you” and “we sinsheerly apologize”.