1.4 Final Assessment

1.4 Final Assessment: Platform Tutorial Strategy and Campaigns

MKTG 3340 Principles of Social Media Marketing

This is a course final assessment and will reflect your own thoughts and content. You will upload to the Dropbox [1.4] Final Assessment with the proper heading: Your Name, Summer 2019, 1.4 Final Assessment, no later than July 2nd @ 10:30am.

No late work will be accepted, no exceptions, don’t ask. It will not be accepted, nor graded. Documents must be uploaded in .doc or docx file structure. Other files won’t open and they won’t be graded. Your work will be submitted to TurnitIn analysis for originality check; so no PDFs are accepted.

There are 4 questions – you will pick 1 worth a total of 75 points. Your question should be answered single-spaced page with 1-inch margins, 11pt, Times New Roman or Calibri font. Your title should simply state the label of the scenario you are answering, for example, 1. Butterfinger. Use headings in your paper where appropriate for organization. [1 long paragraph is unacceptable!]. Do not use my question as your heading. Make your own.

Make sure you answer the questions for the scenario thoroughly. In many instances you are making a business case for a tactic, platform, and/or campaign. I’m also looking for evidence of your understanding of the text material. This course is applied, but rooted in the theory you were to glean from reading and applying in the course. Show me what you learned by using it as support for how, why, and what you expect as you implement your tactics. Use textbook SMM vocabulary.

Be thorough and persuasive! Do not write for length alone. Write for ideas and substance. If you give me “filler” without thoroughly answering the question, you will lose points. If you give me a paragraph shorter than my question – you will substantially lose points.

Edit, which should go without saying. If I can’t figure out what you’re trying to say, I’ll assume you don’t know either.

The final assessment is completely open book and you can use any sources you’d like, although it is not a team project! It should not be necessary for you to use sources for this exam beyond the company’s website, textbook, and the notes you took during your classmates’ presentations and accompanying discussions. You have been exposed to the social media tools/platforms you are asked to consider for implementation and have been making or discussing assessments/recommendations regarding their value/use for social media marketing. In this assessment, you are the social media marketing managerial decision maker. Be creative and carefully articulate/defend your proposed suggestions.

Final Assessment Questions:

1. Butterfinger was recently purchased by Ferrero who has changed the recipe. The reviews are a mixed bag: https://www.influenster.com/reviews/butterfinger-candy-bar

How could Butterfinger promote their “better” brand through TikTok with exposure and interactions?

Your assessment deliverable is as follows.

1.a. Create a detailed plan to incorporate TikTok in marketing the new product launch of the new Butterfinger “better” brand.

1.b. Describe how you might get social media influencers involved before the launch especially in the “likeability” of the new brand.

1.c. Explain how you might use these influencers in traditional advertising for the product.

2. Falling into Place,

https://www.fallingintoplace.net/

How could Falling into Place use (think how they can integrate their efforts) the tools /platforms Google my Business, #tagboard, and Nextdoor to:

2.a. Sell more stuff and increase their bottom line.

2.b. Specify and describe a Strategic Purpose for their synced (integrated) use. This is the What, Why and How – and what they expect to achieve (objectives).

2.c. Provide a sample campaign content brief to describe your ideas. A content brief typically includes an audience (think psychographics or behaviors and not demographics, a value message (what’s the overall message take away), call to action (what do you want users to do?), and content (what kind of content would propel the campaign and make it propagate/shared).

3. Relax the Back in Memphis

http://www.relaxtheback.com/stores/memphis

How could Relax the Back Memphis (bedroom & home office furniture focused on comfort & ergonomics, from massage chairs to stand-up desks) use Instagram Stories to enhance their social media marketing strategy?

Be specific in terms of strategic purpose(s) and also a LOCAL (Memphis and 25 mile shopping radius) sample campaign.

3.a. Specify and describe a Strategic Purpose for the platform’s use. This is the What, Why and How – and what they expect to achieve (objectives).

3.b. Provide a sample campaign content brief to describe your ideas. A content brief typically includes an audience (think psychographics or behaviors and not demographics, a value message (what’s the overall message take away), call to action (what do you want users to do?), and content (what kind of content would propel the campaign and make it propagate/shared).

4. The Silly Goose Lounge

www.sillygoosememphis.com

Silly Goose Lounge is a club (ok, a 3am bar) in Memphis. It is currently on Facebook. Their social media presence and engagement is minimal.

Pick at least two tools/platforms (other than the ones that you used above, yet covered in the in class tutorial presentations) you would suggest they participate in.

Be specific in terms of strategic purpose(s) and also a LOCAL (Memphis and 15 mile participant radius) sample campaign. (Think about their business and determine what their strategic purposes should be for using social media marketing).

4.a. Specify and describe a Strategic Purpose for the platform’s use. This is the What, Why and How referenced earlier this semester – and what they expect to achieve (objectives).

4.b. Provide a sample campaign content brief to describe your ideas. A content brief typically includes an audience (think psychographics or behaviors and not demographics, a value message (what’s the overall message take away), call to action (what do you want users to do?), and content (what kind of content would propel the campaign and make it propagate/shared).