listening, – Analysis of the voice of customer (VoC), – Social media

MKTG3002 – Assessment 2 – Part A (10%) Individual report on social media analysis and personal branding Page 1 of 4 Part A Task Description: Part A focuses on: – Exploring social media activities of selected brands, – Social media listening, – Analysis of the voice of customer (VoC), – Social media management (e.g., Facebook Page) – Understanding of social media post analytics (e.g., Facebook Page Insight) In addition, you have to demonstrate the ability to use keyword analysis to improve your professional social media profile (e.g., LinkedIn). Prerequisites: You must complete following tasks to start working on this part of the assignment: – All the tasks in Workshop 1 (e.g., form group, create Group’s FB Page, develop rules of engagement) – Task 2 in Workshop 2 (select retailers) Part A – Task 1: Create engaging social media posts – By exploring the social media activities (e.g., activities on Facebook, Twitter, Instagram, LinkedIn and any other social media channel) of the selected brands in the past 3 months, each group member has to identify two of the most noticeable social media marketing activities by the brand (e.g., brand 1 and 2 by member 1 – see table 1 in workshop 2). Workshop 2 – Task 2 (Explore SNS) and Task 3 (Analyse performance of SM activities) should assist you with this task. However, additional research is required. – Each member has to create two Facebook Page posts summarising those activities, one post for each brand. Explain your opinion in those posts. For example, why the social media activity is a good marketing practice? How does the activity benefit any customer? – Students have to do their own research to learn how to create an engaging post. However, members of a group are recommended to share ideas. – The posts can have any type of content, e.g., text, image, video, hashtags, to make the post engaging. Once posted, seek opinions from other group members. In addition, you may engage others such as course mates at the University and friends. – Group’s Facebook Page is the primary channel (hub) of the post. However, can use anyMKTG3002 – Assessment 2 – Part A (10%) Individual report on social media analysis and personal branding Page 2 of 4 other channels (Twitter, LinkedIn, Word of Mouth, etc.) to engage others with the post on the Facebook Page. – Your post should be designed to influences others to comment so that your knowledge about customers’ perception enhances. Focus on match/mismatch between your perception and others. For example, you may find a marketing activity by a particular brand engaging, but others may not be interested in it. – The group has to create a posting schedule for the page; otherwise, there will be too many posts in one day. Use the post-scheduling feature in Facebook Page to manage posts, e.g., when should a post go live, how many posts per day, the time gap between two posts, etc. If required, a group member may make more than two posts. Complete this task by the middle of week 8. Part A – Task 2: Explore Voice of Customers on social media While performing Part A – Task 1, explore posts, comments, reviews, emoji and any other impressions (voice) by the customers on the social media channels. Take note (screenshots, links) of any VoC that indicates good or bad customer experience. Save screenshots of each record and analyse VoC. You can use the format in Table 1 as an example of simple VoC analysis using social media netnography. Workshop 3 should assist with this task; however, additional research is required. Customers Comments What is the reason for saying what they are saying Screenshot number “What’s going on with my order?” in a Facebook post Delay in delivery, the longer response time from the customer service, order tracking system issue. Figure 1* “#happy” in Twitter The customer was happy with the discount. Figure 2* * You must ensure that figures are clearly visible and the reader of the report can read the texts in the figure/screenshot. It is challenging to ensure the figures are clearly visible when the table is presented in an A4 page. To overcome this challenge, you can provide the figures/screenshots/images in an Appendix and refer to those Figure # in the table. Alternative, you can use A3 page format to fit figures in the table. You should crop any unnecessary whitespace from figures so that important areas of a figure are highlighted. Also, use arrows and circles with text description to highlight important areas of an image. Table 1: Simple VoC analysisMKTG3002 – Assessment 2 – Part A (10%) Individual report on social media analysis and personal branding Page 3 of 4 Individual written report Following is the structure for the individual report, followed by a description of each section and marking rubric. Individual student has to compile their own report and submit it via TurnItIn. Cover Page – Your full name, student ID and group details showing your group member number. 1. Analysis of Facebook Page posts: – Provide URL of the posts made by you in Part A – Task 1 and one or two screenshots per post. – Discuss following questions in approx. 200 words: o What marketing techniques have you implemented to engage others in your post? o Which engagement technique worked and which did not work? o Have you learned anything interesting? o What would you do differently next time? Use as many screenshots as required to support your argument. Use Facebook Page Insight data and screenshots to explain the performance of the two posts that you have made on the group’s Facebook Page. 2. Analysis of The Voice of Customers: – In approximately 300 words, provide a summary of the salient VoC explored in Part A – Task 2. You must provide evidence to support your argument. Use the recommended Table 1 to provide details. Table is not part of the word count. 3. Personal branding in LinkedIn – Provide URL of your optimised LinkedIn public profile (see Workshop 7).MKTG3002 – Assessment 2 – Part A (10%) Individual report on social media analysis and personal branding Page 4 of 4 Marking Rubric: Marking Criteria FAIL PASS Satisfactory CREDIT Very good DISTINCTION Excellent HIGH DISTINCTION Outstanding SCORE A significantly incomplete answer. A partially complete answer. A mostly complete answer. A significantly complete answer. A complete answer. 100% 10 Criterion 1 Analysis of Facebook Page Post Poor attempt at market research using Netnography. The information is inaccurate, or elements are missing. Insufficient digital marketingrelated information to inform evaluation. Some attempt at market research using Netnography. Attempt to pull together and synthesise key issues. Some omissions are evident. Adequate information provided although not sufficiently comprehensive to inform digital marketing objectives and understanding of the possible impact on marketing strategy. Some errors may be evident. Good attempt at market research using Netnography. The discussion summarises the main issues. Some attempt at justification of their relevance to company situation. Relevant digital marketing information provided. There may be some omissions of key areas not adequately explained. Good attempt at market research using Netnography. The discussion includes a very good summary of key issues with good justification of their relevance to company situation. Concise digital marketing-related information provided. No omissions of key areas and most adequately explained. Sufficiently comprehensive to inform digital marketing objectives and understanding of the possible impact on marketing strategy. Excellent market research using Netnography. The issues are prioritised and justified using appropriate digital marketing theory. Very high standard of accuracy and succinctness in the presentation of digital marketing-related information. Comprehensive treatment which informs digital marketing objectives and understanding of the impact on marketing strategy. No errors are evident. 45% 4.5/10 Criterion 2: Analysis of The Voice of Customer
s Poor attempt at market research using Netnography. The information is inaccurate, or elements are missing. Insufficient digital marketingrelated information to inform evaluation. Some attempt at market research using Netnography. Attempt to pull together and synthesise key issues. Some omissions are evident. Adequate information provided although not sufficiently comprehensive to inform digital marketing objectives and understanding of the possible impact on marketing strategy. Some errors may be evident. Good attempt at market research using Netnography. The discussion summarises the main issues. Some attempt at justification of their relevance to company situation. Relevant digital marketing information provided. There may be some omissions of key areas not adequately explained. Good attempt at market research using Netnography. The discussion includes a very good summary of key issues with good justification of their relevance to company situation. Concise digital marketing-related information provided. No omissions of key areas and most adequately explained. Sufficiently comprehensive to inform digital marketing objectives and understanding of the possible impact on marketing strategy. Excellent market research using Netnography. The issues are prioritised and justified using appropriate digital marketing theory. Very high standard of accuracy and succinctness in the presentation of digital marketing-related information. Comprehensive treatment which informs digital marketing objectives and understanding of the impact on marketing strategy. No errors are evident. 45% 4.5/10 Criterion 3: Personal Branding In LinkedIn Poor overall attempt at personal branding. Acceptable overall attempt at personal branding Good overall attempt at personal branding. Excellent overall attempt at personal branding. Outstanding overall attempt at personal branding. 10% 1/10

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