Reference no: EM132824194

SMMNSM503 A Plan, Implement and Manage Niche Social Media Marketing Strategies

Assessment Task 1 SOCIAL MEDIA MARKETING STRATEGY & IMPLEMENTATION

STAGE 1. Research & Social Media Network Selection

1.1 Business Overview You are required to select an organisation in order to complete this Assessment.

It is recommended that you select the same organisation you used in the prerequisite unit SMMBCM501A Plan, implement and manage blog and content marketing. If you do, you are permitted to re-use answers from the SMMBCM501A Assessments.

If you select a different organisation, follow these instructions:

Select your own business; an organisation you have access to, such as a business owned by a friend or family; or your current employer. Alternatively, you can create a business for the purpose of this Assessment.

In a future Assessment, you will be required to create content for the organisation and post it to social media. For this reason, we recommend you choose your own business (if you have one) or create a business in an industry you are passionate about. For example, if you enjoy photography, create a photography services business. If you are passionate about social media, create a social media marketing consultancy. The more engaged you are with your chosen organisation, the more you will enjoy this Assessment.

If you select an organisation that you have access to, such as a business owned by a friend or family, or your current employer, you must:
Obtain written permission from the appropriate stakeholder (e.g. the Marketing Manager), clearly stating you are allowed to post content to the organisation's social media networks(s) on its behalf;

Include a copy of the written permission when you submit your assessment; and
Obtain all necessary logins to the organisation's social media networks.

1.2 Marketing Opportunities For your chosen organisation, specify at least two marketing objectives from your organisation's marketing plan.Word count per objective: maximum 20.

Refer to part 503.2.5 of the course content for guidance.
For each marketing objective you are trying to achieve:
Identify at least 2 niche networks that are suitable;
Provide at least 2 key considerations to help you decide which social media networks to choose; and
Select 1 niche network you believe will best help achieve each marketing objectives.
Refer to 503.2.3 of the course content for guidance.

Finally, for the 2 niche networks you selected, evaluate the social media marketing opportunities and list at least 2 in the ‘Opportunities' column. Ensure you identify opportunities which are ‘innovative' to maximise audience engagement. This must include at least 1 paid opportunity and 1 owned opportunity.

1.3 Social Media Networks

1.4 Social Media Marketing Audit Conduct an audit of your organisation's niche social media networks. Include any networks that your organisation has set up an account for, even if it is no longer active.

If your organisation does not have any active social media networks, conduct the audit on one of your competitors.

If the organisation has not been active on the niche network for the past 6 months, put ‘no' in the ‘Active?' column. Where the organisation is not active on that network, you do not need to populate the content topics, content formats or audience engagement boxes for that network.

For all niche networks where your organisation is ‘active', include the:
number of followers (or ‘Page Likes' on Facebook, or 'Subscribers' on YouTube);
content topics (e.g. how-to guides, or industry updates);
content formats (e.g. single images, videos or blog article links); and
level of audience engagement (1=low and 5=high).

1.5 Market Trends identify 1 emerging global trend (that is, a trend that is being used outside of Australia).

Note that the trends must be relevant, meaning your organisation is currently using the network, or plans to use the network in the future. Note the trends should not be the same for different networks, that is, you must provide a different trend for each of the 4 networks.

1.6 Case Studies

STAGE 2. Strategy Definition

2.1 Social Media Marketing StrategyUsing the 2 niche social media networks you selected in slide 1.2, populate the social media marketing strategy template.

For each social media network, create ONE buyer stage campaign (awareness, consideration OR decision). Note you are not permitted to use the same buyer stage for all networks.

Specify the details for each buyer stage campaign, including the content topic (e.g. how-to guides) and content format (e.g. blog articles). Note that you must use at least 1 multi-media format (i.e. contains video, audio or motion graphics) for 1 of the buyer stage campaigns.

Next, include:
the content category (created, curated, co-created);
the title of at least 1 piece of content (e.g. how-to match art to your furniture); and
one primary KPI (e.g. video views).

BUSINESS OVERVIEW

Provide an overview of your chosen organisation by answering the questions below
What is the name of your organisation?

What products and/or services does the organisation offer?

Who are your organisation's target customers?

What are the main sales channels? Online, wholesale, retail, telesales, etc.

Where is your organisation located? What geographies does your organisation operate in?

Assessment Task 2

SOCIAL MEDIA MARKETING STRATEGY & IMPLEMENTATION

STAGE 3. Implementing Your Strategy
3.1 Implementation Plan
3.2 Approval & Reporting Process
3.3 Audience Feedback Procedures
3.4 Social Media Management Tool Selection

STAGE 2. Launching Your Campaign
4.1 Launch Campaign
4.2 Social Media Report
4.3 Presentation to Stakeholders

For each campaign, create an Implementation Plan using the template above, including:
At least 3 tasks required to create the content and distribute it on social media; and
For each task required, a task owner, a start date, due date and resources required. Note that resources required may be human or monetary.

Strategy & budget approval process

Describe your organisation's budget and strategy approval process for niche networks you selected as part of your strategy (Assessment Task 1, slide 2.1). This ensures there is approval by senior management for your strategy and the likely cost of implementation. Consider who must prepare the strategy and budget, who provides the approval, how long the approval process should take, and/or how frequently actual expenditure should be reported to management.

Word count: minimum 25 to maximum 100.

Refer to 503.2.9 of the course content for guidance.

2. Reporting process

Describe your organisation's reporting process. This is important to ensure senior management are kept up-to-date on the status of the implementation. Consider how frequently you send a report, who the report is sent to, and what information the report contains.

Evaluate at least 2 different social media management tools for the niche networks you selected (Assessment Task 1, slide 2.1). Ensure that both tools posses a reporting feature.

For each tool evaluated:
Provide the entry-level (i.e. lowest) price;
Outline at least 2 key features;
Describe least 2 benefits; and
Research whether it is compatible with the social media network(s) you selected for your strategy.

Create a social media post for each of the 2 campaigns in your social media marketing strategy (Assessment Task 1, slide 2.1) and implementation plan

Enter the social media network and campaign (i.e. awareness, consideration or decision) - e.g. Pinterest - Awareness.

For each campaign, enter the primary KPI and target from your social media marketing strategy (Assessment Task 1, slide 2.1). The KPI target should be for 24 HOURS. For example, if your primary KPI is video views, your KPI target might be 2,000 video views in 24 hours.

Next, record the actual KPI result . For example, your video may have only achieved 1,200 video views in 24 hours.

In the Campaign Evaluation column, evaluate whether the campaign was successful or not, and what factors contributed to the campaign's performance. This should include an evaluation of whether the campaign was deemed innovative or first-to-market by the audience.
Word count: minimum 10, maximum 30

Next, write down the key learnings from the campaign, in particular how the audience responded to the social media post.
Word count: minimum 10, maximum 30

Finally, provide 2 recommendations on how your strategy could be revised and continually improved, including:
At least 1 recommendations on how your creative content for your strategy could be revised. This includes changes to your content topic and/or content format. This recommendation should be based on your campaign evaluation, as well as the emerging trends research (slide 1.5 in Assessment Task 1).
At least 1 recommendation on a creative element that could be tested, for example the social media post's caption, headline, call to action or image/video.

You are required to create a short audio recording, presenting the social media report you created in the previous slide (4.2). The audio recording should be created as if you were presenting to your organisation's stakeholders, such as your marketing manager and CEO.

However, you are only required to present BOTH buyer stage campaigns - one for each mainstream social media network.

For each campaign, your audio recording should outline:
which network it is for;
the buyer stage campaign;
the content topic and format (e.g. how to guide - video);
your primary KPI and KPI target;
your actual KPI result;
a campaign evaluation (i.e. whether the campaign was successful or not); and
your recommended strategy revisions.

The audio recording should be no longer than 4 minutes. Recordings longer than this will not be accepted by your trainer. To record audio in Microsoft Powerpoint, go to the Insert > Audio > Record Audio.

Attachment:- Task - ProjectTemplate.rar