Reference no: EM133757484

Social Media Analytics

Assessment - Influencers and Social Media Markers

Consider only ONE of them for your Case-Study.

Pawshake Australia
OR

Tiny People Australia

Tasks

Create a 2-minute video detailing your work in progress towards completing your written report.

Assessment Description

This assessment is to be done individually.

Students are to write a 1,500-word report about Influencers and Social Media Markers and submit it as a Microsoft Word file via the Turnitin portal at the end of Week 10.

Students will receive marks for content, original thinking, recommendations made that are specifically tailored to the case study that your facilitator assigns to your class, appropriate structure and referencing.

Two weeks before the written report is due, in Week 8, students are to record a 2-minute video talking about what progress they have made so far on the report, the name of a specific candidate influencer being considered and why, and what hurdles are still to be overcome in completing the report, with at least two specific examples provided from your draft.

You are the Digital Marketing Officer in charge of picking a social media influencer to lead an extensive campaign as the face of your organisation, which will be assigned to you by your facilitator.

As part of your research and decision-making process, you must gather and analyse various social media data, which can include (this list is not exhaustive):

Follower reach
Audience type (real people, influencers, and non-engaged)
Demographics
Likes-to-comments ratio
Brand mentions
Engagement rates
Competitors' use of influencers

Assessment Instructions
You have been asked to write a report on your chosen influencer for the organisation assigned to you, the criteria you used in selecting this influencer, and a back-up influencer to approach in case you are not able to reach a negotiated agreement with your first-choice influencer.

Your report should include the following:

Executive summary
What criteria were used, and why these specifically, in determining whom to consider approaching to become an influencer for the organisation assigned to you
What social media data were accessed and analysed that led to your selection of influencer
What activities your choice of influencer will engage in as part of your organisation's marketing plan
Reasons why your first choice might not be available or interested in serving as influencer for your organisation
If your first-choice influencer is not available or interested, your selection of a back-up influencer to approach instead
At least ten references in Harvard format

Video recording:

By the end of Week 8, you should record a 2-minute video discussing:

What progress you have made so far on your written report
The name of at least one specific candidate influencer being considered, and why this person is being considered (this candidate influencer does not necessarily have to be your final selection in your written report)
What hurdles are still to be overcome in completing the report, providing at least two specific examples from your report draft to illustrate this
Do not use any slides to accompany your oral delivery in the video; just speak directly to the camera.

You need to record the video, in which you should look at the camera and talk about your progress on your individual written report. In this video, you will:

Discuss the progress of your report
Name an influencer and give reasons for choosing he/she for the assigned company;
Outline at least two specific challenges or hurdles you are trying to overcome in the written report.
It would be better if you choose influencers from Australia. They can be relevant celebrities or micro or nano influencers, but from ANZ
Mention an influencer you select in your video (Part 1) should be the same for your written report (Part B). If you change your influencer, please mention the reasons for changing. Otherwise, you may be marked 0.
DO NOT use any slides in your 2-minute video. If there are slides, you will be marked 0
Record your video in a quiet environment

Below is a structure and outline for your report

1. Executive Summary + Structure +References

Introduce the business problem in brief [4P's framework], considering the Organization's background, including : The Industry, Target-Audience [Demography & Personas] , Marketing Objective, Social Media Presence/Channels

2. Markers/Criteria considered for Influencer Selection

For example- Social Media Channel, Follower count, Active Follower %, Reach, Engagement Rate, Relevance etc.

3. Suggest, Justify & Evaluate/Compare minimum 2 to 3 potential influencers

Sources: HypeAuditor, Upfluence, Social Blade, etc.

4. Select/Propose 1-influencer based on above evaluation & recommend marketing engagements/activities on respective social media channel

Influencer Activity Template:

Influencer Name | Campaign Goal | Social Media Channel | Activity or Content Type | Post Frequency | Estimated Reach

5. Select/Propose a back-up influencer based on evaluation in Section-3

Identify the potential reasons for cancellation/failure of partnership with proposed influencer. Select a back-up Influencer and justify.