ASSESSMENT TASK 2: Project

Task summary In this task, you are required to develop a social media engagement strategy for a client, Grow Management Consultants. Resources and equipment required to complete this task

• Access to textbooks and other learning materials
• Computer with Microsoft Office and internet access
• Grow Management Consultants Strategic Plan
• Social Media Engagement Report Template
• Social Media Engagement Strategy Template
• Social Media Evaluation Report Template

When and where do I need to complete this task? This task may be done in your own time as homework, or you may be given time to do this task in class (where applicable). What do I need to submit?

• Client Survey
• Social Media Engagement Report
• Social Media Engagement Strategy
• Leadership Trends post
• Leadership Trends Screenshots
• Post Report
• Email to assessor with Third Party Tools Screenshots
• Social Media Evaluation Report

what do I need to do if I get something wrong? If your assessor sees that you have not completed all parts of the task completely and satisfactorily, the details of resubmission will be discussed with you when you are advised of the outcome of this task. You will only need to redo the parts of the task that are incorrect; however, you will need to resubmit the entire assessment again. Instructions Read the following scenario and complete the activities:

SCENARIO

Green Cat Marketing offers marketing services to businesses. The marketing services include, for example, marketing strategy development, web development, search engine optimisation, social media engagement and digital advertising. The company has recently signed up a client, Grow Management Consultants that offers leadership development services to corporate clients. The business has been very successful and has a large number of clients and ongoing work. However, its success is based on the Principal Consultants networks and therefore most of the business comes through referrals. The company now wishes to ensure that more businesses know about the services it offers i.e. to increase brand awareness and increase sales. As the Social Media Manager for Green Cat Marketing, you develop social media engagement strategies for a range of clients. You have been asked to develop the social media engagement plan for Grow Management Consultants. This will form part of the overall marketing communication approach.

1. Identify client requirements and conduct research.

You are required to identify client requirements for social media engagement, as well as conduct market research with the client to find out more about the online behaviour of their clients. Firstly, review the clients Strategic Plan for information about the company and then develop a short survey for completion by the client so that you can find out more about their requirements. Your survey should seek to find out about:

• The way the client wants their organisation and product and services to be perceived
• The clients target audience and their characteristics
• Online habits of their target audience, including the devices, platforms, websites and applications they use, times they are likely, as well as frequency.
• Common target audience reactions to social media triggers and interventions.
• Their requirements in terms of preferred ways they want to engage on social media and ways they wish to avoid in engaging on social media.
• Content options for social media engagement and how the content is likely to engage the target audience, as well as retain them.
• Performance requirements for social media.

Send the survey to the client in order to conduct the market research. Your assessor in the role of the client will send you a response. You should also as part of this task research the online behaviours of the target audience indicated by the client so as to inform the social media engagement strategy. You should conduct further research into their characteristics and the way they respond to social media and how they use different devices, platforms, sites and applications.

1. Develop a Social Media Engagement Report.

You are now required to develop a report that sets out the clients requirements for social media engagement, as well as target audience behaviours. Your report will be based on your review of your clients requirements, as well as the market research you conducted. Your report should address:

• A summary of the clients overall marketing objectives
• The way they want their organisation and product and services to be perceived
• The clients target audience and their characteristics
• Online habits of their target audience, including the devices, platforms, websites and applications they use, times they are likely, as well as frequency.
• The clients preferred ways of engaging on social media and ways they wish to avoid in engaging on social media.
• How the target audience commonly responds to triggers and how they get involved with social media platforms and applications.
• The range of content types that can be used for social media engagement and how the content is likely to engage the target audience, as well as retain them.
• Third party tools that can be used to automate engagement on social media. Identify and review at least two. At least one of these should be a free tool that you can apply on social media that you use as you will be required to complete this in activity 8.
• Overall recommendations on ways to engage through social media, including recommended platforms and applications, ensuring that cross-platform, device and site and application engagement are maximised.

Submit your report to the Marketing Manager (your assessor) for approval to proceed to developing the social media engagement strategy.

1. Develop a social media engagement strategy.

Assume that based on your report you have been given approval to develop a social media engagement strategy for presentation to the client in the following activity. Use Social Media Engagement Strategy Template to guide your work. Your strategy should include at least two social media platforms and should be planned for 4 weeks ahead. Your Strategy should also reflect the content that was provided to you by the client in the survey. At this stage it need only be summary headings but in activity 6 you will be required to develop copy to upload to a social media platform. You should also include the metrics that will be used to assess the effectiveness of the social media strategy as discussed with the client. Whilst developing your strategy, you should optimise positive viral and self-generating expansion techniques. You will need to explain in your presentation to the client in the next activity how you have achieved this within the Strategy. You should also consider when writing your strategy any potential risks to the integrity of the brand and message and trust of target audience, as well as how these are to be managed. Make notes on this as you will need to explain what these could be in your presentation to the client in the next activity.

1. Present social media engagement strategy to the client.

You are now required to present (and submit) your Social Media Engagement Strategy to the client, Paul Burns, from Grow Management Consultants (this will be your assessor). Carefully go through your Social Media Engagement Strategy, including explaining how you have optimised positive viral and self-generating expansion techniques, as well as the potential risks you have identified to the integrity of the brand and message and trust of target audience and how these will be managed. You should also explain how your Strategy will maximise cross-platform, device, site and application engagement. During the meeting, you will need to demonstrate effective communication skills including:

• Speaking clearly and concisely
• Using non-verbal communication to assist with understanding
• Asking questions to identify required information
• Responding to questions as required.

1. Develop social media content.

Assume that the client has given approval for your Social Media Engagement Strategy and asked you to develop content for an article that was scheduled as part of the strategy about current trends in leadership. The intention behind the post is to inform Grow Management Consultants of leadership trends and at the same time to ensure clients are aware of services the company offers. Your article should incorporate at least two social media tools/techniques to maximise engagement. The article is to be posted to a social media platform of your choice. Discuss this with your assessor. For example, you could create a private group on Facebook and invite other students to be part of this group. This will assist you to complete the following assessment activity where you are required to respond to questions, comments and reactions on your post. Develop a one page article about current industry trends ensuring that the service that Grow Management Consultants offer are also referred to in the article. Ensure that this post links to the companys web site, as well as relevant social media platforms chosen to maximise engagement. Post your article about Leadership Trends on your chosen social media platform.

1. Respond to questions.

Now that you have posted your article and received questions, comments and reactions, you are required to respond to these. For each question, comment or reaction, respond appropriately. Take screenshots of your responses and submit these to your assessor. You should also provide a short report that assesses the effectiveness of your post based on the questions, comments and reactions you got. These should reflect the metrics that you identified in your original report. Your report should be 1 page long as a maximum. Name your report Post Report.

1. Apply third party tools.

In this part of the assessment you are required to demonstrate that you can apply a third party tool to automate engagement on a social media platform. Describe the third party tools you have identified (in an email to your assessor) and their use and take screenshots of their use on your chosen social media platform. Submit your email and screenshots to your assessor.

1. Monitor and evaluate social media engagement.

Assume that the metrics chosen to measure effectiveness for the post you have created on the social media platform include:

• Number of followers
• Number of unique visitors
• Number of reactions
• Number of impressions.

You are required to assess your article based on these metrics and write a short report on performance. Your report should address:

• Analysis of metrics
• Assessment of how successful or otherwise you believe the post was in terms of engaging the target audience.
• Adjustments you consider are required to your Social Media Engagement Strategy based on the effectiveness of your post.
• A recent development in the social media space that you think would be positive in terms of incorporating into the Social Media Engagement Strategy.
• A plan for regular review of social media performance and using a recommended analytics service.

Use Social Media Engagement Evaluation Report Template to guide your work and submit your report to your assessor when complete.

What do I need to hand in for this task?	Have I completed this?
Client Survey
Social Media Engagement Report
Social Media Engagement Strategy
Leadership Trends post
Leadership Trends Screenshots
Post Report
Email to assessor with Third Party Tools Screenshots
Social Media Evaluation Report

Attachments:

bsbmkg546-ass....docx