Field of business and social media marketing

Assignment Help Marketing Management

Reference no: EM133589022

We believe fans want to get closer to their sports, music and entertainment idols. Most fans don't like just one team or artist, meaning industry players compete aggressively with each other to retain attention, often in platforms designed for friends to connect - not with the fan experience in mind. As a fan it's incredibly hard to find the things you're truly interested in and to have a curated, sticky experience.
Following and connecting with talent, teams and celebrities was a convoluted, multi-platform process, with no one place for fans to find all of the content they desire. We wanted to change that. We wanted to create a place where fans could engage with their favorites and with each other. Fandelo was created.
Fandelo is a fan engagement app created for the fans of sports, music and entertainment to follow their favorite athletes, musicians, celebrities, bands, events, teams and leagues. Fandelo brings everything a fan needs to one place, cutting out the clutter associated with today's mega platforms.
Fandelo is fans' one-stop-shop to keep up to date with their favorite's news, videos, events, results, and engage with like-minded fans in the fan room. Fans can also compete amongst each other proving their top fan status via our proprietary Fan ranking system.
Mission / Vision
Everything Fandelo does must serve the fan, improving their in-app fan experience. If it doesn't serve the fan, it doesn't serve Fandelo. Our vision is to be the #1 fan engagement app on the planet.
Target audience
Fandelo is targeting 'uber fans' of all ages, with an increased focus on sports fans in Australia and India for 2023/24. Some of our key interest groups include;
? AFL fans in Australia
? Cricket fans in Australia
? Cricket fans in India
To speak more broadly regarding specific demographics, our general target audience is considered to be;
? Age 16-25
? Sports nut
? Entertainment junkie
? Music lover
? Trendy
? Cool
? Tech savvy
? All rounder
? Creative
Structure & Organisation
Co-Founders
James Henderson
Allan Bennetto
Nikki Milivojevic
Nick Reiwoldt
Ricky Ponting
Tim Paine
(see attached snapshot)
Structure & Team
Overview also included in attached snapshot:
- 28 dedicated backend, frontend and fullstack developers
- 12 core business operations team spanning: growth, marketing, content & community, CRM, data, admin, people & culture, and management
- Several consultant/agency resources: PR & media, UX design
Investment
- Founding round closed 2022 (approx. AUD $1M raised)
- Currently raising in a Seed round of AUD $5M (with the ability to oversubscribe to AUD $7.5M)
- About 60% of the way through our Seed round
- Seed funds to be used for: expansion of core team & operations, marketing & business development, and technology
- Pre-valuation of AUD $11M (with post money AUD $16.5-18.5M)

Working in groups of no more than three students, you will be required to undertake a social media audit of a real-world organisation (i.e., FANDELO). A social media audit is a process of reviewing what's working, what's failing and what can be improved upon across the organisation's social media channels. This assignment must be completed on a group basis, otherwise, 30% deduction in marks if handed in as an individual submission. An introduction of FANDELO will be provided in advance and a Q&A session with FANDELO during the consultation time in week 2.
The assignment allows students to build their teamwork skills which is required in the field of business and social media marketing.
Task Details:
• Ensure you all enrol in a group on LMS. If you don't do this, then your will not receive a mark for your assignment.
• Select ONE leader from your group.
• Analyse the company and write the report 2000 words per student.
• You are required to gather digital content such as pictures and videos of the organisation and its products and services (e.g., website, search engines, review websites, social media accounts). Develop a storytelling narrative using these digital assets (i.e., pictures and videos) as part of a written report.
• A Social Media Audit Template is provided on the LMS for your reference.
Assignment Sections:
1. Group Peer Evaluation Form 2. Professional Title Page 3. Table of Contents 4. Introduction
• Introduce the app's feature/value/contents sufficiently. Identify the main issues which will be discussed in this report.
5. Analysis and Review
1) Analyse the market environment
- Who are the major players in the industry?
- How is this app perceived in the market?
2) Analyse the target customers
- Which segments does the app target? Use marketing segmentation variables.
- Does this function engage with new customer acquisition or existing customer retention?
3) Conduct the analysis of the social media marketing strategies which are offered.
- Fill out the Social Media Audit Template.
7. Limitations
• Refer to any economic, ethical, social, cognitive, or affective concerns that this app may portray. Provide evidence to support your limitations.
1) App and service
2) Social media marketing strategy
8. Conclusion

Reference no: EM133589022

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