The word count should be shown on the front of your assignment. A 10-mark reduction may be applied where a submission exceeds 3300 words. Words in diagrams, tables, mock content or as part of an appendix do not count.

• Title & word count
• Table of contents, figures and tables

• Evaluation of chosen organisation

• • Using statistics/metric data
  • Examination of strengths and weaknesses
• Competitor insights
• Strong identification of SMM issue
  • Develop themes of areas for consideration
  • Highlighting the importance of SMM to the industry and the organisation
  • State objectives and tactics
  • Set the scene for the remainder of the report by choosing the main themes (issues) that you believe can be resolved through a social media marketing campaign

Social media marketing strategy

·         corporate level

·         business level

·         functional level

Strategic plan within marketing

·         a situation analysis

·         marketing objectives

·         marketing strategies and implementation

·         control/review

Social media marketing plan

·         Conduct a situation analysis and identify key opportunities

·         State Objectives

·         Gather insight into target audience

·         Select social media zones and vehicles

·         Create an experience strategy encompassing selected zones

·         Establish an activation plan

·         Manage and measure

Typical SMM mistakes

·         staffing, content

·         time horizon

·         focus of objectives

·         user benefits and measurement

Tactical planning for SMM (Why, Who, Where, What and How)

·         Why (Value-driven social media marketing)

·         Who (Understanding and honouring the target audience)

·         Where (The Channel Plan)

·         What (Designing the experience)

·         How (Producing and scheduling content)

Situational analysis –

Detail current problem/opportunity:

·         Include social media audits

·         SWOT analysis (internal/external environment)

·         PESTEL analysis (external environment)

·         Insight into competitors

• Insights into target audience (customer persona) (WHO)
• Select social media zone
• Use of concepts, frameworks and theory to support decision-making
• Critical discussion of theoretical application
• Academic and practical insights to justify throughout

Social community zone (relationship zone)

Social network dimensions (points of differentiation)

Developing a social presence

Brand participation

Brand engagement

Brand conversation

UGC

Paid media

Getting the balance right – paid, owned & earned SM

2nd zone of social media marketing, social publishing

Content marketing (check out Content Marketing Institute – link on Canvas)

Types of content

Content authenticity

Motivations

Content value

Value ladder

Distributing and promoting content

SEO & SMO

3rd zone of social media marketing: social entertainment

Growth of social games

Branded videos

Social videos & TV

Social music

4th zone social commerce (development e-commerce that has re-enabled social shopping)

decision making process and social commerce

Needs recognition, information search, evaluating alternatives, purchase & post purchase evaluation

reviews & ratings

other tools

best practice

psychological factors influencing social commerce

• Creating posts across different platforms and sites based on your theoretical justifications (WHERE)
• Developing a time scale and medium for the campaign (HOW)
• Considerations into ethical implications

• Summary of key points
• Acknowledgement of limitations and scope for further work

·         Harvard referencing

·         Any supporting evidence

–       The extent to which relevant reading has been researched and incorporated

–       Effective deployment of reading to compare and evaluate the brands environment

–       Use of a range of credible sources including research articles, textbooks, industry reports and professional sources

–       Logic and rationale for the adopted structure

–       Clarity and flow of the points made

–       Correct Harvard referencing

–       Engaging style

–       Extent of theoretical understanding, including theoretical elements covered in class and those discovered via independent research and enquiry

–       Quality and depth of theoretical knowledge

–       Ability to show analytical ability and impact on marketing activity

–       The extent to which appropriate theories, models and frameworks have been applied

–       Depth of understanding and application of theories, models and frameworks

–       Ability to correctly apply theory to practice/case example

–       Effective campaign planning demonstrated

–       The level of sensitivity towards the ethical issues considered within the campaign

–       Depth of consideration towards the sustainability/responsible management provided