Finishing off the semester

Students please remember there are 2 tasks left before we can close up our class.

Firstly, you have a semantic analysis problem to solve:

https://wordpress.com/post/neareastuniversitymamarketing.wordpress.com/958

This work must be presented on 5 May in class.

 

And for the final, you will present your media campaign

https://wordpress.com/post/neareastuniversitymamarketing.wordpress.com/899

Remember, for the campaign, you will not “create” the campaign, you will just pitch your ideas.

This will be presented on 26 May in class.

NOTE: There is no class on 12 May or 19 May (public holiday)

 

Advertisements

Assignment 3 Social Media for Strategic Management

set: 26 April 2017                     due: 10 May 2017

Social Media is becoming very important for marketing executives to send our their communications. International companies such as Adidas see mass media, such as television, as irrelevant to their marketing campaigns.

So how important is social media in terms of strategic management?

Read the following articles:

S1877-6361%282013%290000011010 Social Media as a Strategic Tool: Going Beyond the Obvious

S1877-6361%282013%290000011012 Social Media in Strategic Management

  1. Do you agree that the social media are now at the center of all marketing and
    communication activities of an organisation?
  2. Is it possible for a modern company to survive without using social media?
  3. Can social media play any part in the planning life cycle of strategic management?

Type up your answer in a word processor, and then copy/paste to the comments section below, with your name and student number.

 

 

 

 

Assignment 2

set: 21 April 2017     due: 5 May 2017

With reference to Chapter 9 of Tuten, we are going to perform Sentiment Analysis for this final assignment.

You will present your findings in class on 5 May 2017.

Pick a major brand you like with a large social footprint and monitor it across at least seven of these tools or others for a week. Observe differences and similarities between the tools you’ve chosen.

Brand: e.g., McDonalds    

Social monitoring tools
Posts (representative of the channel sampling)
Observations, thoughts
e.g., Hashtags e.g., “I’m craving #McDonaldsFries” e.g., For the most part these are favorable, fan posts and brand-generated posts
Twitter Search   e.g., Same results as previous tool
Same Point  
Trendpedia  
WhosTalkin  
 

Take this exercise a step further by capturing and documenting your research across the four questions of the social media monitoring process

Keyword: e.g., McDonaldsFries    
Social monitoring questions Answers Observations & Thoughts
1. How many times was the search term found?
2. When was the search term found?  
3. Where was the search term found? e.g., Twitter
4. Who mentioned the search term? e.g., @McDonaldsFan
 

Again taking the same brand you used previously, gather consumer posts reflecting changes in sentiment. Positive and negative sentiment are easy to interpret. Find sample posts of each of these as well as ambivalent posts.  How common do you think similar ambivalent posts are? How do you interpret them for the most part from the brand’s perspective?

Tool used Positive sample consumer posts Negative sample consumer posts Ambivelent consumer posts Thoughts & observations
e.g., HashTags e.g., “I’m craving #McDonaldsFries” e.g., “Just got #McDonaldsFries & they were too greasy!” e.g., “Anyone want my free coupon for #McDonaldsFries?” e.g., I believe the ambivelent posts are just everyday people saying what they feel and its fine. People aren’t always going to have extreme feelings toward a brand. At some point brands become part of everyday life, including the “ho-hum” moments.
 
 

NOTES: SENTIMENT ANALYSIS

Final Assessment – Media Campaign

set: 19 March 2017           due: 26 May 2017

The final assessment for MARK526 Social Media Marketing will be in the form of a presentation.

In the presentation you will relate a multi media campaign for a product or service.

The campaign will include at least 3 social media platforms, including Instagram and Twitter.

You will present your campaign on 26 May in class.