Homework answers / question archive / BCO223 SOCIAL MEDIA MARKETING FINAL Task brief & rubrics Task: written summative assignment Develop a Social Media Plan This assessment is a written submission exam Students are required to develop a Social Media Plan for launching or developing a brand in Spain Feel free to work with one of the brands suggested or to work with a brand of your choice

BCO223 SOCIAL MEDIA MARKETING FINAL Task brief & rubrics Task: written summative assignment Develop a Social Media Plan This assessment is a written submission exam Students are required to develop a Social Media Plan for launching or developing a brand in Spain Feel free to work with one of the brands suggested or to work with a brand of your choice

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BCO223 SOCIAL MEDIA MARKETING FINAL Task brief & rubrics Task: written summative assignment Develop a Social Media Plan This assessment is a written submission exam Students are required to develop a Social Media Plan for launching or developing a brand in Spain Feel free to work with one of the brands suggested or to work with a brand of your choice. Brands suggested: Patagonia, Glovo, Adidas, Kerastase, Biomanan, Beyond meat, Gutbio, Smart, Heineken, Supradyn, Include in your research the most relevant communication examples (video links, infographics, pictures, visuals) of the most relevant actions in the network platforms). Develop the following points: - Define Social media goals, aligned with the marketing plan and the business goals Competitive analyses Audit your brand Social Media presence Analyze the audience – Define your target persona Social Media Campaign o Define your Social media key priorities - Define specific SMART goals and strategies o Social media mix - Network channel (platforms) selection to reach the Target Audience - define specific goals per network o Define metrics per action/network o Define relevant content (key messages aligned with your objective, strategy and mission). o Create an activity calendar o Budget The report should be in word document format and must be uploaded to a Turnitin folder created on the course Moodle platform. Formalities: o o o o o Word: Word count: 1500-2000 words.(include your research and your findings) Cover, Table of Contents, References and Appendix are excluded of the total word count. Font: Arial, size 11 Text alignment: Justified The in-text References and the Bibliography have to be in Harvard’s citation style. Submission: Week (10) – Via Moodle (Turnitin). Submission deadline Sunday 9th of May 2021 at 23:59 CEST Weight: This task is a 60% of your total grade for this subject. It assesses the following learning outcomes: Outcome 1: Understanding Social media presence analysis Outcome 2: Understanding customer research online Outcome 3: Understanding social media planning dynamic Outcome 4: Understanding social community zones Rubrics Knowledge & Understanding (15%) Application (30%) Critical Thinking (35%) Communication (20%) Exceptional 90-100 Student demonstrates excellent understanding of key concepts and uses vocabulary in an entirely appropriate manner. Student applies fully relevant knowledge from the topics delivered in class. Influencer, brand advocates, touchpoints, Social media cycle, permission and interruption marketing, curate content, Social community zones, Mobile marketing Student critically assesses in excellent ways, drawing outstanding conclusions from relevant authors. Student communicates their ideas extremely clearly and concisely, respecting word count, grammar and spellcheck Good 80-89 Student demonstrates good understanding of the task and mentions some relevant concepts and demonstrates use of the relevant vocabulary. Student applies mostly relevant knowledge from the topics delivered in class. Influencer, brand advocates, touchpoints, Social media cycle, permission and interruption marketing, Social community zones, Mobile marketing Student critically assesses in good ways, drawing conclusions from relevant authors and references. Student communicates their ideas clearly and concisely, respecting word count, grammar and spellcheck Fair 70-79 Student understands the task and provides minimum theory and/or some use of vocabulary. Student applies some relevant knowledge from the topics delivered in class. Misunderstanding may be evident. Influencer, brand advocates, touchpoints, Social media cycle, permission and interruption marketing, Social community zones, Mobile marketing Student provides some insights but stays on the surface of the topic. References may not be relevant. Student communicates their ideas with some clarity and concision. It may be slightly over or under the wordcount limit. Some misspelling errors may be evident. Marginal fail 60-69 Student understands the task and attempts to answer the question but does not mention key concepts or uses minimum amount of relevant vocabulary. Student applies little relevant knowledge from the topics delivered in class. Misunderstands are evident. Influencer, brand advocates, touchpoints, Social media cycle, permission and interruption marketing, Social community zones, Mobile marketing Student makes little or none critical thinking insights, does not quote appropriate authors, and does not provide valid sources. Student communicates their ideas in a somewhat unclear and unconcise way. Does not reach or does exceed wordcount excessively and misspelling errors are evident. Social Media Plan Define Social media goals, aligned with the marketing plan and the bu •Competitive Analyse •Audit your brand Social Media presence •Analyse the audience – Define your target persona •SM SWOT •Social Media Campaign –Define your Social media key priorities - Define specific SMART goals –Social media mix - Network channel (platforms) selection to reach th –Define metrics per action/network –Define relevant content (key messages aligned with your objective, s –Create an activity calendar –Budget s) selection to reach the Target Audience - define specific goals per network ls per network Analysis 2021 Channels Followers Follow Ratio Followers/follow Competitor 1 Competitor 2 Competitor 3 65,545 N/A #VALUE! #DIV/0! #DIV/0! Competitor 1 Competitor 2 Competitor 3 10000 900 11.11111111 #DIV/0! #DIV/0! Competitor 1 Competitor 2 Competitor 3 1 1 1 0 Competitor 1 Competitor 2 Competitor 3 1 1 1 Facebook Instagram Twitter Youtube Last Month Last week Nº New Followers per week publishing Frequence Time of publishing? average likes ENGAGEMENT likes/followers comments 5 0.008% 5 Engagement comments/followers 1 -bad / 10 high Comments grade 0.008% 5 10 1 share Engagement share/followers Total engagement l+s+c/followers 5 0.008% 0.023% Total engagement Competitor Answers Ask them Questions average answer Time Goals & Strategy ORGANIC Type of Content Leads Traffic-Web Promo - Discount Call to action (questionnaire) Branding Photo Video 0,5-1% EXCELLENT 0,1-0,5% Normal less than 0,1 Low LOW very good Good Bad PAID Type of advertising We do not know Paid Influencers Best Post description engagement Video - Leads Photo - Branding Image / Video and message Best Post achievement Engagement Last month/week Best Campaign UGC @ youtube not possible # Instagram & Twitter # Content Video Link Infography Download Analysis 2021 Channels Facebook Instagram Twitter Youtube Followers Follow Ratio Followers/follow Page / fan page Last Month Last week per week ENGAGEMENT Nº New Followers publishing Frequence average likes likes/followers 5 #DIV/0! 5 ENGAGEMENT Engagement 1 -bad / 10 high commentscomments/followers Comments grade #DIV/0! 5 #DIV/0! share Engagement share/followers #DIV/0! 0,5-1% EXCELLENT Total engagement l+s+c/followers Total engagement Competitor Answers 0,5-1% EXCELLENT Image / Video and message Ask them Questions average answer Time Engagement # Goals & Strategy ORGANIC Type of Content PAID Type of advertising We do not know nº impressions engagement Paid Last month/week Influencers Best Post description Best Post achievement Best Campaign @ youtube not possible # Instagram & Twitter Last month/week Best Campaign Content Video Link Infography Download Past campaign or Last year Channels Service description Target Persona1 Target Persona1 Male and female Male and female 40-50 yo 20-50 yo interest in sports interest in sports Interest in healthy life Interest in healthy life Urban people Urban people Facebook Instagram & Facebook Service 1 Service 2 Recycling Promos SWOT - ALL related to Social media Strengths of the BRAND Competitive advantage Brand influencer X Brand advocate X Opportunities of the MARKET Google Trends News Influencers Bloggers Weaknesses of your BRAND Complaints Slow response This Is the most important Content Intention Not so important Actions Threats of the MARKET Competitors launch Competitors campaign # Regulation on Social Media Video Traffic Photos Videos Plan 2022 - Spain Marketing Goals Social Media Goals total year Social Media goals 8 weeks (June -July) Grow 10% in sales Grow 10% Brand awareness Grow 20% email Data Base 19.000 new followers 5.000 new leads Strategies Organic Posts Paid Ads Influencers Channels: Instagram & Facebook Tactics ?@influencers #Campaigns Promos App downloads Lead magnets For Social media plan Target Persona1 Male and female 20-30 yo interest in sports Interest in healthy life Urban people Very worried about 0 footprint Channels Facebook Service 1 Service description 0 Footprint Target Persona2 Male and female 20-50 yo interest in sports Interest in healthy life Urban people Instagram & Facebook Service 2 New Product TACTICS: Estructure Channel Campaign Christmas #MYBRANDXmas Target persona Persona 2 Group of Actions Videos Promo Facebook Sustainability Persona 1 Brand Video Testimonials Channel Campaign Target persona Christmas Persona 2 Group of Actions Videos Promo Inatagram Sustainability Persona 1 Brand Video Testimonials TACTICS: Paid Ads Estructure Ads A1 - Video Person A - Link A2 - Video Person B - Link A3 -Offer 10% - App A4 - Offer 1 item for free - App A5 -3x2 - App B1 Title 0 foot print B2 Title We are making it possible B3 Title Be a Sustainable mamber B4 Testimonial 1 B5 Testimonial 2 Ads A1 - Video Person A - Link A2 - Video Person B - Link A3 -Offer 10% - App A4 - Offer 1 item for free - App A5 -3x2 - App B1 Title 0 foot print B2 Title We are making it possible B3 Title Be a Sustainable mamber B4 Testimonial 1 B5 Testimonial 2 GOALS per group of actions 1% Leads - Fill Form at landing Page 0,5% App install 10% traffic to website 10% Video watching to rise awareness GOALS per group of actions 1% Leads - Fill Form at landing Page 0,5% App install 10% traffic to website 10% Video watching to rise awareness Estimated Reach Follow instructions Average cost 200,000 leads 5,000 apps downloads 1,000 5 euros/ App install 100,000 Click 10,000 0,99 x Click 500,000 50,000 7 euros / lead click to watch 5,000 0,99 x Click Follow instructions Average cost 850,000 400,000 leads 5,000 apps downloads 2,000 6 euros/ App install 100,000 Click 10,000 0,99 x Click 500,000 50,000 1,050,000 click to watch 5,000 7 euros / lead 0,99 x Click Budget 3,500.00 € 5,000.00 € 9,900.00 € 4,950.00 € 23,350.00 € Total Budget 3,500.00 € 12,000.00 € 9,900.00 € 4,950.00 € 30,350.00 € Total Budget METRICS FACEBOOK Organic New Followers Engagement - Likes/post Engagement - Share/post Engagement - chat interactions Negative comments Posts per week PAID Impressions New Followers CTR Click/impressions % Engagement - Likes/post Engagement - Share/post Engagement - chat interactions Negative comments Influencers Number of influencers 5000-20000 followers Posts Organic New Followers INSTAGRAM Engagement - Likes/post Engagement - Share/post Engagement - chat interactions Negative comments Posts per week Twitter PAID Impressions New Followers CTR Click/impressions % Engagement - Likes/post Engagement - Share/post Engagement - chat interactions Negative comments Influencers Number of influencers 5000-20000 followers Posts Goal - Total 8 week Goal - avaeage Weekly Tracking 1600 200 1.0% 0.5% 60 0 84 1.0% 0.5% 5 0 7 4,000,000 500,000 18,000 1% 0.06 0.012 0.012 0 100 0.5% 0.5% 0.1% 0.1% 0 50 6.25 150 18.75 1600 200 1.0% 0.5% 60 0 84 1.0% 0.5% 5 0 7 4,000,000 500,000 800 1% 0.06 0.012 0.012 0 100 0.5% 0.5% 0.1% 0.1% 0 50 6.25 150 18.75 FACEBOOK Influencers Number of influencers 10000-20000 followers Posts & Stories Influencers Number of influencers 10000-20000 followers Posts & Stories INSTAGRAM Goal - Total 8 week Weekly Tracking 50 6.25 150 18.75 50 6.25 150 18.75 Budget 7,500.00 € 7,500.00 € 15,000.00 € Total Budget Influencers SOCIAL NETWORK DATE (MONTH/DAY/YEAR) TIME (EST) FACEBOOK WEEK 1 06/01/2020 7:00 AM NEW PRODUCT POST 06/02/2020 15:00 pm CURATED CONTENT INSTAGRAM CONTENT TYPE 06/03/2020 06/04/2020 S Responsability POST LIVE VIDEO 06/05/2020 PROMOTION STORY ORIGINAL IMAGE PROMOTION CURATED CONTENT TWITTER Chat S Responsability POST NEW PRODUCT POST FACEBOOK INSTAGRAM TWITTER FACEBOOK INSTAGRAM TWITTER LINKEDIN FACEBOOK INSTAGRAM TWITTER LINKEDIN WEEK 1: FRIDAY FACEBOOK INSTAGRAM TWITTER 01/11/2020 LINKEDIN TOPIC Key Message Launch new product #NewP Interview to Expert #RecycleWithMe New technology 0 footprint #NewP 0 foot print Q&A #50%ForYou Try it for 50% #NewP Prod Demo - = foot print Image #NewP #50%ForYou Category P Design 0 foot print 0 foot print Q&A New technology 0 footprint - award #RecycleWithMe #NewP Tested at the Univ New technology 0 footprint - award comparision vs category LINK / call to action NOTES (e.g., specific images, etc.) Link to website Video NewP Comment Expert with NewP Link to website Link to website Try it! 8 weeks SM Plan Jan Facebook Instagram Twitter Influencers Feb March April May June July ag sep oct nov dec