Reference no: EM133688864 , Length: word count:1500+ 2 min

Social Media Analytics

Assessment - Report: Influencers and Social Media Markers

Description:

You are the Digital Marketing Officer in charge of picking a social media influencer to lead an extensive campaign as the face of your organisation, which will be assigned to you by your facilitator.

As part of your research and decision-making process, you must gather and analyse various social media data, which can include (this list is not exhaustive):
Follower reach
Audience type (real people, influencers, and non-engaged)
Demographics

Likes-to-comments ratio
Brand mentions
Engagement rates
Competitors' use of influencers
Assessment Instructions
You have been asked to write a report on your chosen influencer for the organisation assigned to you, the criteria you used in selecting this influencer, and a back-up influencer to approach in case you are not able to reach a negotiated agreement with your first-choice influencer.

Your report should include the following:
Executive summary
What criteria were used, and why these specifically, in determining whom to consider approaching to become an influencer for the organisation assigned to you
What social media data were accessed and analysed that led to your selection of influencer
What activities your choice of influencer will engage in as part of your organisation's marketing plan
Reasons why your first choice might not be available or interested in serving as influencer for your organisation
If your first-choice influencer is not available or interested, your selection of a back-up influencer to approach instead
At least ten references in Harvard format

Video recording:

By the end of Week 8, you should record a 2-minute video discussing:
What progress you have made so far on your written report
The name of at least one specific candidate influencer being considered, and why this person is being considered (this candidate influencer does not necessarily have to be your final selection in your written report)
What hurdles are still to be overcome in completing the report, providing at least two specific examples from your report draft to illustrate this
Do not use any slides to accompany your oral delivery in the video; just speak directly to the camera.

Assessment - Case Study: Fitzroy Victoria Bowling & Sports Club

For your next assignment, "Influencers and Social Media Markers", you will need write a case study for the following business:
FITZROY VICTORIA BOWLING & SPORTS CLUB

FVB&S is a barefoot bowling club or as they call it here, a 'bowlo'. It's a sport & tradition that's in decline and needs to adapt to a changing social environment in order to survive into the future. With this in mind, your job is to find an influencer (and a backup). Be sure to motivate how and why you've chosen them to help FVB&S in their efforts to adapt to changing trends.

Please read the assessment requirements carefully and take the grading rubric into account.

This individual assessment will be split into two parts:
Video recording:
Written report:

Any case studies focused on anything
other than the Fitzroy Vic Bowling & Sports Club or are too generic will result in an automatic fail.

Individual Written Report

Executive Summary
Provided tailored recommendations mentioning the organization and the specific influencer
Provide the criteria you used to select your first and second back up influencer
Explain reasons for selecting the first influencer, explore the followers, audience
Explain reasons for selecting the second influencer, explore the followers, audience
Explain reasons if your first-choice influencer is not available or interested, your selection of a back-up influencer to approach instead
Explain the types of marketing activities that the selected influencer will be engaged with by the organization
Explore demographic data (age, location, income) of the organization
Analyze social media data you may use some of the free tools that we explored in previous lessons e.g. Monkey Learn, Phlanx, Buzzsumo
Use data to support your customer insights and tailored recommendations as you are the Digital Marketing Officer of the organization
Analyze a few social media metrics e.g. likes to comments ratio, engagement, brand mentions and more
At least ten references in Harvard format and appropriate citation in your report
You have the freedom to be as creative as possible to select a platform that is most suitable for the influencer and aligns with the messaging and value of the organization.
Writing the report

Please do your best to write the report using your own voice from your perspective with your original and creative ideas.