Social media marketing
BX3081 – Digital and Social Media Marketing
ASSESSMENT TASK 2 JAMES COOK UNIVERSITY
INDIVIDUAL TASK COVER SHEET
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Students Please sign, date and attach cover sheet to front of assessment task for all hard copy submissions |
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SUBJECT CODE |
BX3081 |
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STUDENT FAMILY NAME |
Student Given Name |
JCU Student Number |
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Nannuru Jayram |
Deekshith |
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8 |
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ASSESSMENT TITLE |
Social Media Project |
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DUE DATE |
23/09/2020 |
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LECTURER NAME |
Dr Zahra Pourabedin |
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TUTOR NAME |
Dr Zahra Pourabedin |
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Student Declaration 1. This assignment is our original work and no part has been copied/ reproduced from any other person’s work or from any other source, except where acknowledgement has been made (see Learning, Teaching and Assessment Policy 5.1). 2. This work has not been submitted for any other course/subject (see Learning, Teaching and Assessment Policy 5.9). 3. This assignment has not been written for us. 4. We hold a copy of this assignment and can produce a copy if requested. 5. This work may be used for the purposes of moderation and identifying plagiarism. 6. We give permission for a copy of this marked assignment to be retained by the College for benchmarking and course review and accreditation purposes. Learning, Teaching and Assessment Policy 5.1. A student who submits work containing plagiarised material for assessment will be subject to the provisions of the Student Academic Misconduct Requirements.
Note definition of plagiarism and self plagiarism in Learning, Teaching and Assessment Policy: Plagiarism: reproduction without acknowledgement of another person’s words, work or expressed thoughts from any source. The definition of words, works and thoughts includes such representations as diagrams, drawings, sketches, pictures, objects, text, lecture hand-outs, artistic works and other such expressions of ideas, but hereafter the term ‘work’ is used to embrace all of these. Plagiarism comprises not only direct copying of aspects of another person’s work but also the reproduction, even if slightly rewritten or adapted, of someone else’s ideas. In both cases, someone else’s work is presented as the student’s own. Under the Australian Copyright Act 1968 a copyright owner can take legal action in the courts against a party who has infringed their copyright. Self Plagiarism: the use of one’s own previously assessed material being resubmitted without acknowledgement or citing of the original. |
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Student signature(s) ………NJ Deekshith……………… Submission date: 23/09/2020 |
Exclusive Summary
Carbon Tracker, a mobile application that scans any food or cosmetic products to identify the level of hazard in the used ingredients and indicates the if the manufacturing process to produce this product is harmful to the environment. Many people care very less about the environment and its human tendency to buy products which work well but also need for cheaper price, therefore targeted segment will not be entire population, but aiming for a niche group, who would not mind to pay few more dollars for products which are organic and eco-friendly. Shopping in grocery stores will become hassle free as Carbon trackers makes decisions of the product which is scanned is worth buying.
The main aim of this report is to identify the correct social media platform for marketing this mobile application. Using these digital platforms not only encourages customers to download the app, but will put up many events, giveaway programs, interesting facts, and current trends to keep increasing social awareness and brand awareness. The plan proposed for digital marketing can help customers in multiple ways, each post targets different segment groups, E.g. One post targets mother (giving suggestion on available products in the market for their children’s needs). Our goal is to Increase Brand awareness and ethically work to conserve our environment, spread awareness on avoiding single use-plastics, suggest alternative brands with eco-friendly products.
To achieve the set goals, we develop certain strategies that can be followed for improvement. We have used some evaluating tools for each of the social media platforms. Implementing these strategies can generate successful results in the long-term.
Table of Contents Brief Overview 5 Social Media Platforms 6 Instagram Post 6 Twitter Post 7 LinkedIn Post 8 Social Media Marketing Implementing 9 Presence of Social Media 11 Conclusion 12 References 13
Environmental problems affect all human practises, this refers in general to marketing. As humanity is becoming more mindful of the natural environment, corporations have started to adapt their actions to resolve the "new" problems of society. As organisations tend to spend more time and resources on eco-friendly marketing than think to mitigate their impacts on the environment. This has become a rising concern in the FMCG industries. Therefore, Carbon Tracker allows users to buy organic, unharmful products.
App Generated Video
Instagram Post
Clicking on Learn More, lets users be informed the winners.
Small Descriptions of the current events held
About the Brand
Spreading Awareness as Coca-Cola started using Eco-friendly packaging
Link that automatically allows users to direct them to the Play store/App store to download the application.
Description below informs the reason for the Giveaway, therefore keeps consumers enthusiastic to know the lucky winners.
Sponsored, this indicates that this post was advertised into non-followers.
Highlights of some of the stories, users can come back to review after 24 hr of the story disappears.
Twitter Post
Brand Recognition, Putting up Logo in every post
For personal assistance, users can reach out to team through messages, or can tweet a message about the brand
Small brief about Carbon Tracker and few other social media links.
Spreading awareness, and showing alternative products which are environmentally friendly
This post gives brief explanation about the Application.
Spreading Awareness about the earth day, conducting a contest to keep the page engaging
Posts contain lots of hashtags, so it is discoverable to many users when they search for one of these words. This post shows recommended products, targeting mothers.
Linking on this box will direct the users to Play Store / App Store, to download the application.
Clicking on this will direct to a link for recommended products which are eco friendly and has saved many consumers from spoiling their health.
LinkedIn Post
Profile Picture: Carbon Tracker Logo, so public can recognise the account immediately.
About Us, shows a brief Introduction of the organisation, number of employees, the industry, Headquarters, and the year company began.
Brand Image sows up on every post, with an approximant time it was posted at.
Captions help in putting up more information about the image posted.
Indication of presence in other social media platforms, to generate more followers all over.
Spreading awareness on different packaging that can be used on a daily bases, so public can avoid single use plastic.
Number of Likes- Number of People acknowledging the post or the message.
Organisation’s founders and co-founders or Senior level managers are available to contact directly through chats. Convenient for potential investors or consumers to reach out.
LinkedIn Shares other similar news or content which is trending in this industry.
Experts in this industry or celebrities who have recently shared their views about this organisation.
LinkedIn automatically shows other accounts similar the Carbon Tracker, or competitors
Social Media Marketing Implementing
With over one Billion active users monthly, Instagram is the most popular picture sharing site. This is perfect for presenting consumers with an image of organisation marketing strategy, this can optimize the business in ways that no other social media sites can equal. Instagram is proven to have the highest participation rate (1/3 of Instagram users purchase products from this app alone) and the scope for social media advertising. Carbon Tracker aims to entertain and attract users by creating an interactive section, giveaways, spreading awareness about daily activities, and mainly uploading existing customers behaviour on shopping before introduced to the app and after. This can be an ideal platform to influence future customer by using the following strategies.
· Spreading awareness of every environmental event.
· Giving away essential products which are highly recommended (Eco-friendly and Organic based)
· Making use of the stories to put up how current users are benefited using the app, by saving money, saving them from using harmful products that can cause future illness.
· Everyday interactive time with followers on giving advice, recommend better purchases.
· Link Instagram to other social media platforms, so important posts can we uploaded in all the platforms to increase brand awareness.
Social media marketing on Twitter can be another valuable investment for the company. The current and prospective customers can be able to track posts as real-time, this helps in making changes and tweaks in the operations according to reactions of users. Twitter is a knowledge-sharing platform. Twitter will send thousands of links to blogs related to the industry, one advantage by using this is that it encourages developing brands like Carbon Tracker to learn new patterns in your industry. In twitter, we can quickly explore local and international events and access the latest information. With twitter as another social media marketing, we can develop the following strategies:
· With exclusive discounts or online or offline promotions, this can draw customer’s interest, can direct people to local store or websites to avail offers.
· Followers on the twitter page can be directed to the content on the site, Eg. Blog posts landing page built for a specific marketing campaign.
· Most critical thing to take note is, everything you say is publicly visible, so if there is criticism, it would be easily resolving their issues as open and as transparent as possible.
· Use twitter cards, when followers share the posts, the image shows up in the tweets they send.
· Engage with influencers, to create the opportunity to gain more followers, more engagement and more traffic being developed.
LinkedIn is specialised for businesses than most of the social media networks. There are a lot fewer comments happen on LinkedIn accounts than on any other social media marketing profile, by joining LinkedIn groups where people from the same industry ask and answer questions and interact. Groups can flow with discussions; this would be the perfect way to demonstrate our expertise in the industry and this platform can help us find investors who are looking at the same goals or get in touch with experts for free consultations on improving brand image, aiming the organisation's sustainability.
· LinkedIn helps in making networks and prospect for quality leads, this will also develop a global brand profile as a recognized and reliable organisation.
· Keep the brand continuously involve by content sharing, communications exchange, and engagement with other professionals. The world of business today relies on time, can be saved a lot through LinkedIn.
· You should ask clients, previous co-workers and business partners for feedback that can then be used as a testimonial or technical resource to the account.
· LinkedIn is estimated that it is 280% more likely to turn connections in leads than Facebook and Twitter. Important platforms to generate leads.
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Metrics |
Sentiment |
Reach |
Company Posts |
Feedback |
Average response time to feedback |
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Instagram Page |
Positive 60% Neutral 24% Negative 16% |
90,000 followers |
2 Daily |
100 Likes & 30 Comments Daily |
30 Minutes |
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Account |
Positive 56% Neutral 23% Negative 21% |
20,000 Followers |
3 or more weekly |
30 @tweets & 70 retweets Daily |
45 Minutes |
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LinkedIn Account |
Positive 70% Neutral 15% Negative 15% |
50,000 Followers |
1 Daily |
50 Likes & 15 Comments Daily |
25 Minutes |
As Instagram attracts more picture-oriented users (people who would like the message to be in picture format), Carbon Tracker aims to Reach out to 90,000 followers, the trend towards Instagram in the recent times has been on an incline. To keep our follower entertained we are aiming to put up 2 posts a day which can gain an advantage in brand recognition. According to sources Instagram has 60% of positive users, we expect positive users to spread through word of mouth, which is one of the best ways for marketing.
Twitter is expected to have the least active users. But by the retweeting the posts can build a high brand reputation, eventually, retweets can build up the number of follows for the long term. Among the rest of the platforms, Twitter has the highest negative user rate because twitter is an open platform where the whole public can see everything, and some negative comments can affect the brand image.
As Carbon Tracker is aiming at a niche market, LinkedIn is the platform to reach out to a wide range of potential investors. Gaining connections with people in the same industry, develop the business’s maturity level. As this is a new concept of analysing the output of the products as of how green they are to the environment and organic for the consumer's health, brands must build brand awareness through tying up with other businesses. Professional consultations for expertise will help promote the company. Giving priority to this platform as the positive user rate is up to 70%, can see improvements in a short period.
Carbon Tracker aims to reduce carbon footprint produced in this world. In the current competitive market, manufacturers of FMCG products add words like green as a process of green washing. Carbon tracker will be helpful and convenient to use for anyone concern about the environment. Social Media Marketing plan is useful to analyse potential stakeholders. Implementing Social marketing in platforms like Instagram, Twitter, and LinkedIn can improve in user engagement as these are the platforms which have been on a rise for the last few years. These platforms are the most engagement with users, as they can ask for more advices and receive instant feedbacks. All three platforms have majority positive consumers.
15 Business Marketing Benefits of LinkedIn - Marketing Storm. (2014). Marketingstorm. https://sites.google.com/site/marketingtstorm/socialmedia/linkedin/15-business-marketing-benefits-of-linkedin-1
48 Eco Friendly Products to Buy Today to Stop Plastic Waste Australia. (2020). Onya. https://www.onyalife.com/eco-friendly-products/
B. (2020, July 9). Top 10 Benefits of Instagram for Business - LYFE Marketing. Digital Marketing Blog. https://www.lyfemarketing.com/blog/benefits-instagram/#:%7E:text=One%20of%20the%20biggest%20benefits,such%20as%20Facebook%2C%20Google%20etc.
Cleary, I. (2020). How to Use Twitter to Grow Your Business, Traffic and Sales. Postplanner. https://www.postplanner.com/blog/how-to-use-twitter-to-grow-your-business/
Hahn, I. (2019). The Ultimate Guide to Using Twitter for Business in 2020. Blog.Hubspot. https://blog.hubspot.com/marketing/twitter-for-business
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