DIGITAL BRAND PLANNING

Utilising Social Studio helps students to develop ICT literacy skills, and open up to new ideas; like collaborating with peers. As a potential employee students need to ensure their virtual presence supports their work-life philosophy and promotes the individual as an excellent employment prospect. This is especially evident in the world of digital marketing. Exploring new tools like Social Studio, will assist students to become an ICT LEADER in the workforce.

Students have the opportunity to learn how to use Social Studio listening software to analyse owned and earned conversations to develop deep insights around campaign impact, message volume and customer sentiment. Your group with then use these data insights to prioritise a content strategy for your chosen organisation. This activity is reflective of ‘real world’ digital brand management, where firms use a paid, owned and earned media data to formulate digital strategies.

 

This assessment task requires you to form a group of 4 students. Your group will be allocated a topic/brand, and will use Social Studio data insights to identify key opportunities and issues for the topic/brand. The insights drawn from Social Studio and other relevant secondary sources will allow your group to develop content recommendations. Based on your analysis of data, you will write a report that includes the following;

  1. a) Cover Page (1 page)
  2. b) Contents Page (0.5 page)
  3. c) Data Insights and Competitor Analysis (2 pages) – Using Social Studio listening software you will be able to gather information on the key data trends for your company. Identify the key issues, and any relevant data regarding a key competitor using Social Studio software, and secondary sources. Any visualised data should be in an appendix. Use Chicago referencing where relevant.
  4. d) Identify key opportunities and issues (1 page page) – Identify the issues and opportunities in relation to the key data insights and competitor analysis.
  5. e) Determine the content narrative and content distribution plan (3 pages) Write a content plan for the next three months. This will include planned content headline, description of the narrative/storyline, justification of relevance, content distribution (scheduling and platforms). You can format this in a table.
  6. f) References (1 page)
  7. f) Appendicies; data visuals, record of group meetings, attendance and completed tasks.

 

One electronic copy of your groups’ assessment is to be submitted online through the Assessment tab on Blackboard.

Report Style Guidelines

  1. Each page has a page number.
  2. Times New Roman (12 pt font) is used.
  3. 1.5 line spacing.
  4. Normal Margin Settings – as defined by MS Word.
  5. You MUST include an appendix with data visual AND a table that documents your team meetings, attendance and completed tasks.
  6. Written in business style with 3rd person point of view not 1st person point of view and no contractions or abbreviations.
  7. Report uses excellent English expression and grammar.

 

NOTE: THIS IS A GROUP ASSESSMENT. THE UNIT COORDINATOR HAS THE RIGHT TO ALTER YOUR

GRADE BASED ON PEER REVIEW OF YOUR INDIVIDUAL CONTRIBUTION.

All groups need to document agreed meeting dates, times, attendance and group deadlines for sharing of content. ALL groups must submit this as an appendix in their uploaded document. This evidence will be used by the Unit Coordinator should members of the group report an incidence of group conflict.

 

The brands that your group can select change from semester to semester. Some examples you can choose from are:

  1. AQWA
  2. Tourism WA (Another day in WA)
  3. Malaysia airlines
  4. Air Mauritius
  5. Qantas
  6. Thermomix
  7. Uber
  8. Ubereats
  9. Rottnest Island
  10. KFC Mauritius
  11. Air BnB

 

 

 

 

WHAT DOES A CONTENT PLAN LOOK LIKE? (SECTION E OF YOUR REPORT)

Table 1 Content Plan

Planned Content Comment on relevance to audience Scheduling date & time (content distribution) Responsibilities
Narrative 1: Inaugural

 

Inaugural means the first and is something new that has never been seen before. With the first there is always a sense of excitement exclusivity and development of intense loyalty. This is particularly true within a sports marketing context.

The narrative of ‘inaugural’ will be developed through a new hashtag for the event #bepartof aflhistory

To further grow the feeling of inaugural/exclusivity/nostaglia, images from the inaugural men’s and women’s first seasons..

Excitement will be built through a countdown to the first game

Instagram content or video content wher the inaugural men’s players ‘remember’ their first game and send messages of support to the inaugural female team.

Interview players and community

 

 

 

Post

Day

Time

Monitoring

Day & time

Day & time

 

Day & time

 

Day & Time

John to source content

All members participate in headline, hashtag, and call to action decisions

John to post agreed content and headline.

John to ensure conforms to style guidelines.

Jane to monitor conversations & report to group members

Narrative 2: WA Spirit

 

“A feeling of involvement in and concern for one’s local community.” Focusing on players from country towns etc.

This narrative is designed to capture the hearts of all Western Australians. This will be achieved through a series of engaging posts that foster a feeling of involvement and sense of community.

Highlight who the sponsors are

Introduce the brand ambassadors- many of these will have regional affiliations.

Tie in with regional mens team supporters to foster a WA spirit versus only a Perth spirit.

Post

Day

Time

Monitoring

Day & time

Day & time

Day & time

Day & Time

Pete to source content

All members participate in headline, hashtag, and call to action decisions

Jane to post agreed content and headline

Jane to ensure conforms to style guidelines.

Pete to monitor conversations & report to group members

Narrative 3: Professionalism

 

The content must create and generate excitement, intrigue and anticipation for the women’s inaugural AFL season.

Present the women as professional athletes

This narrative can be achieved through video content that focuses on fitness regimes, ‘a day in the life’, dietary regimes to show the level of professionalism.

 

 

   

 

JUSTIFICATION (SECTION E OF YOUR REPORT)

Narrative 1: Inaugural

The first season of the AFL Womens’ League and the first Docker’s womens’ team you can capitalise on these once in a lifetime moments as a way to encourage people to attend the games and get behind the women’s team and their first season. Things that are scarce have more value and they play on the fear of missing out.By driving the sense of exclusivity and pitching the fact that this is a once in a lifetime and history making – people will feel that they need to be present for the women’s first season. Need to highlight why the first season is important as a call to action.

This is suited to the audience because…..

Narrative 2: WA Spirit

Ways to create WA spirit:

1) Player profiles – “get to know your team” video profiles. Really get to know the players better.

2) Day in the life videos – training schedule, eating habits and other jobs.

This is suited to the audience because…..

Narrative 3: Professionalism

Look at content areas:

Player statistics

Mixed training sessions

Woodside – backed by our sponsors

Pre-game – build up and preparation.

Promote athletic achievement. Have a ‘young gun’ of the week award.

This is suited to the audience because…..

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