Reference no: EM132860440
Online Strategy Design
Select - "Coke" as a brand
The Task
Imagine you work for a digital strategy service provider and have been tasked with developing an online social media strategy. You are to focus on online engagement strategies and ROI measurements. There is a need to emphasis on the COVID impacts as you present your case.
You are required to develop an online social media strategy for an existing:
• Organisation (AIS, Dept. of Health)
• Product (e.g. new sports drink)
• Event (e.g. Australian Open)
• Brand (e.g. Nike)
• Promotional activity (e.g. Women in Sport)
• Mobile-based apps (e.g. CBR)
• Social games (e.g. FIFA Superstars)
• YouTube channel (e.g. NBA, ABC) or
• SM based tool (e.g. Sentiment analysis).
Once you have chosen an implementation domain from above choices, your job is to develop a strategy for your chosen case.
• How would you position the company/brand/event?
• What social media tools would you use? Justify your channel choice.
• Who are your online competitors? You need to include ways to measure the ROI of these tactics. Also include how you would evaluate outcomes.
Report Structure
The online strategy should include the following content. This content should be written being informed through readings and activities in the unit during the semester. Cite references as appropriate.
• Executive summary
• Overview/Background
• Overall communication strategy as aligned with organisational objectives and mission
• Objectives (SMART goals), target audience, Key messages linked with communication strategy
• Level of engagement (both for organisation and audience)
• Audit of competition/similar cases
• Online strategic approach: In-depth discussion on what strategic approach will be taken and how.
This may include the following:
» Channel choice and justification
» Strategy for each social media channel/tool
» Content and promotional plan (Examples of scripts and frames/advertisements)
» Experience/engagement strategy
• Monitoring plan and moderation procedures
• Risk management plan (i.e. a risk table with specific risks and mitigations including legal and ethical risks)
• Exit strategy (in case of sudden closure/retracting from social media engagement)
• ROI (outcomes) and metrics to be used
• Promotion, Evaluation and reporting
• You may also consider including a timeline of social media tactics
Attachment:- Online Strategy Design.rar