WK 5 Blog
See Attached
2 years ago 10
WK5BLOG.docx
GradDiscussionRubric.pdf
WK5BLOG.docx
Instructions
Influencers are people who have achieved a high level of visibility in social media and have a large and relatively loyal crowd of followers. Because in most cases this process has evolved over a period of time, most influencers enjoy a level of trust from their followers that most celebrities may lack. This makes them perfect for promoting brands, especially brands that have target segments that overlap with the identities of their core followers. Companies recruit these influencers and pay them money to promote their brands via their preferred social media. The method is very effective, because although the followers know that the influencer has been paid, the level of trust is such that they believe that the influencer would not promote a brand that he/she would not believe in. There are 3 keys here for a successful implementation of influencer marketing:
· The bond and trust between the influencer and the followers are high.
· The demographics, lifestyle, and values of the followers are a close match to the ones of the target market of the brand, and
· The influencer will provide a strong, creative, and captivating endorsement that will appear authentic and passionate.
*** The Assignment is to pretend that you are such an influencer. A company has approached you and you have agreed to promote one of their brands.
Here is what you need to do:
1. Selected brand BMW-528i.
2. Describe the selected brand’s image. What crosses the customers’ minds when they come across the brand name? Provide references for your answer.
3. Describe the brand’s target market in terms of demographics, lifestyle, values, and any other relevant criteria. Provide references for your answer.
4. Create a social media endorsement for the brand. Be creative. You need to slip into the role of the perfect influencer for such a brand. Your endorsement choice is a blog (between 60-90 seconds) just write the blog. The criteria are that you should make your endorsement authentic and passionate. Your points will be earned based on how well you communicated based on the criteria for effective messages.
Criteria for effective (“sticky”) messages:
· The message is short and focused.
· The message is relevant to the audience.
· The message is creative and has some unexpected and surprising elements. In other words, it captures the attention of the audience.
· The message is concrete. Avoid abstractions, they confuse people.
· The message has an emotional appeal. Logical arguments are not sufficient – people are guided primarily by emotions.
· The message is in the form of a story. People make sense of the world via stories. A story format is not always possible, especially when the message has to be extremely short. In this case, you have plenty of space/time to create a story as the basis of the influencer brand endorsement.
Please cite references and outside sources.
GradDiscussionRubric.pdf
TCOB Graduate Studies Discussion Rubric
Criteria No Submission
0 points
Novice (Criterion is missing or not
in evidence) 1-13 points
Basic (works towards meeting
expectations; performance needs
improvement) 14-16 points
Proficient (meets expectations;
performance is satisfactory) 17-18 points
Exemplary (exceeds expectations;
performance is outstanding) 19-20 points
Support of Week's Reading
No Student Submission (0 points)
Does not refer to the readings to support postings
(1-13 points)
Alludes to the readings to support postings
(14-16 points)
Refers to examples from the readings to support postings
(17-18 points)
Provides concrete examples from the readings to support postings;
integrates prior readings in postings
(19-20 points)
Observations No Student Submission (0 points)
Does not integrate personal observations or knowledge;
does not present new observations (1-13 points)
Integrates personal observations and
knowledge in a cursory manner; does not
present new observations
(14-16 points)
Integrates personal observations and knowledge in an accurate way; presents
new observations (17-18 points)
Integrates personal observations and knowledge in an accurate and
highly insightful way; presents new observations
(19-20 points)
Response to Classmates
No Student Submission
(0 points)
Responds in a cursory manner to classmates’
postings (1-13 points)
Constructively responds to classmates’ postings
(14-16 points)
Constructively responds to classmates’ postings; offers
insight that encourages other students to think critically
about their own work. (17-18 points)
Constructively responds to classmates’ postings; masterfully connects the material presented in classmates’ postings to their
responses; encourages classmates to think critically about their own
work. (19-20 points)
Organization, Word Choice, and Sentence
Structure
No Student Submission
(0 points)
Posts are disorganized and information is not presented in a logical sequence; word
choice and sentence structure are not suitable
(1-13 points)
Posts are somewhat disorganized, and information is not
presented in a logical sequence; word choice and sentence structure
are not suitable (14-16 points)
Posts are organized, and information is presented in a
logical sequence; word choice and sentence
structure are suitable; there are a few errors; however,
errors do not affect readability.
(17-18 points)
Posts are organized and information is presented in a
logical sequence; word choice and sentence structure are suitable;
no errors in the response. (19-20 points)
References No Student Submission
(0 points)
Includes no sources to support conclusions
(1-13 points)
Includes 1 outside source to support and enrich the discussion;
Includes 2 or more outside sources to support and enrich the discussion;
sources are properly cited in
Includes 2 or more outside sources to support and enrich the discussion; sources are cited using
APA format; style guidelines are
TCOB Graduate Studies Discussion Rubric
sources are not properly cited in APA format
(14-16 points)
APA format and are properly integrated into the discussion
response (17-18 points)
masterfully integrated into the discussion response.
(19-20 points)
WK5BLOG.docx
Instructions
Influencers are people who have achieved a high level of visibility in social media and have a large and relatively loyal crowd of followers. Because in most cases this process has evolved over a period of time, most influencers enjoy a level of trust from their followers that most celebrities may lack. This makes them perfect for promoting brands, especially brands that have target segments that overlap with the identities of their core followers. Companies recruit these influencers and pay them money to promote their brands via their preferred social media. The method is very effective, because although the followers know that the influencer has been paid, the level of trust is such that they believe that the influencer would not promote a brand that he/she would not believe in. There are 3 keys here for a successful implementation of influencer marketing:
· The bond and trust between the influencer and the followers are high.
· The demographics, lifestyle, and values of the followers are a close match to the ones of the target market of the brand, and
· The influencer will provide a strong, creative, and captivating endorsement that will appear authentic and passionate.
*** The Assignment is to pretend that you are such an influencer. A company has approached you and you have agreed to promote one of their brands.
Here is what you need to do:
1. Selected brand BMW-528i.
2. Describe the selected brand’s image. What crosses the customers’ minds when they come across the brand name? Provide references for your answer.
3. Describe the brand’s target market in terms of demographics, lifestyle, values, and any other relevant criteria. Provide references for your answer.
4. Create a social media endorsement for the brand. Be creative. You need to slip into the role of the perfect influencer for such a brand. Your endorsement choice is a blog (between 60-90 seconds) just write the blog. The criteria are that you should make your endorsement authentic and passionate. Your points will be earned based on how well you communicated based on the criteria for effective messages.
Criteria for effective (“sticky”) messages:
· The message is short and focused.
· The message is relevant to the audience.
· The message is creative and has some unexpected and surprising elements. In other words, it captures the attention of the audience.
· The message is concrete. Avoid abstractions, they confuse people.
· The message has an emotional appeal. Logical arguments are not sufficient – people are guided primarily by emotions.
· The message is in the form of a story. People make sense of the world via stories. A story format is not always possible, especially when the message has to be extremely short. In this case, you have plenty of space/time to create a story as the basis of the influencer brand endorsement.
Please cite references and outside sources.
GradDiscussionRubric.pdf
TCOB Graduate Studies Discussion Rubric
Criteria No Submission
0 points
Novice (Criterion is missing or not
in evidence) 1-13 points
Basic (works towards meeting
expectations; performance needs
improvement) 14-16 points
Proficient (meets expectations;
performance is satisfactory) 17-18 points
Exemplary (exceeds expectations;
performance is outstanding) 19-20 points
Support of Week's Reading
No Student Submission (0 points)
Does not refer to the readings to support postings
(1-13 points)
Alludes to the readings to support postings
(14-16 points)
Refers to examples from the readings to support postings
(17-18 points)
Provides concrete examples from the readings to support postings;
integrates prior readings in postings
(19-20 points)
Observations No Student Submission (0 points)
Does not integrate personal observations or knowledge;
does not present new observations (1-13 points)
Integrates personal observations and
knowledge in a cursory manner; does not
present new observations
(14-16 points)
Integrates personal observations and knowledge in an accurate way; presents
new observations (17-18 points)
Integrates personal observations and knowledge in an accurate and
highly insightful way; presents new observations
(19-20 points)
Response to Classmates
No Student Submission
(0 points)
Responds in a cursory manner to classmates’
postings (1-13 points)
Constructively responds to classmates’ postings
(14-16 points)
Constructively responds to classmates’ postings; offers
insight that encourages other students to think critically
about their own work. (17-18 points)
Constructively responds to classmates’ postings; masterfully connects the material presented in classmates’ postings to their
responses; encourages classmates to think critically about their own
work. (19-20 points)
Organization, Word Choice, and Sentence
Structure
No Student Submission
(0 points)
Posts are disorganized and information is not presented in a logical sequence; word
choice and sentence structure are not suitable
(1-13 points)
Posts are somewhat disorganized, and information is not
presented in a logical sequence; word choice and sentence structure
are not suitable (14-16 points)
Posts are organized, and information is presented in a
logical sequence; word choice and sentence
structure are suitable; there are a few errors; however,
errors do not affect readability.
(17-18 points)
Posts are organized and information is presented in a
logical sequence; word choice and sentence structure are suitable;
no errors in the response. (19-20 points)
References No Student Submission
(0 points)
Includes no sources to support conclusions
(1-13 points)
Includes 1 outside source to support and enrich the discussion;
Includes 2 or more outside sources to support and enrich the discussion;
sources are properly cited in
Includes 2 or more outside sources to support and enrich the discussion; sources are cited using
APA format; style guidelines are
TCOB Graduate Studies Discussion Rubric
sources are not properly cited in APA format
(14-16 points)
APA format and are properly integrated into the discussion
response (17-18 points)
masterfully integrated into the discussion response.
(19-20 points)
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