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ECOM 322: Social Media Marketing
2nd Semester/2023-2024
Project Assignment
In this project, you will work as a group to provide social media consulting. You own a
Social Media consulting company, and your company has been selected to work with a new Saudi
B2C organization (business or non-profit) of your choice (select a business of any industry).
The selected business has decided to launch a New Product and Mobile App campaigns on
social media. And they are planning to market and present their products or services on social
media such as Instagram, Twitter, Snapchat, Foursquare, Facebook, YouTube and Blog…. etc.
For this part of the assignment, you need to write a report that describe the following aspects
of the business.
1. Brief overview [Brand Summary & Social Media Accounts] [1.5 marks]
▪ Find new creative store/business name [Doesn’t exist].
▪ Give a brief description about your company and the industry?
▪ Create proper social media accounts [such as Twitter, Instagram and Snapchat]. And
provide screenshots of the accounts that you’ll use across all social platforms.
▪ Explain the competitive advantage to show how the company can realize significant gains
by using SMM and what do you want to achieve with social media?
2. Audit your social media platforms performance [2 marks]
▪
After creating your social media accounts, share links with your colleagues on discussion
board.
▪ All students are required to participate/engage [likes, comments, tags or share] and provide
screenshots.
▪ Social media marketing statistics will give you the vision you need to improve your plan,
check your account’s statistics [ex: Twitter analytics, Instagram Insights] and attach a
screenshot to your report.
▪ After that, you must analyze the company’s use of the social media by examining their
presence on the following social media platforms:
Metric
Sentiment
Reach
Company
Posts
Feedback
Average response
time to feedback
Platform 1
Platform 2
Platform 3
Note: you can use any free online Sentiment Analysis tools to evaluate your social media presence.
3. Social media benchmarking [3.5 marks]
▪
Review the social media accounts of five local competitors and pay attention to their tone
and personality and analyze your competition’s social media platforms. Base your analysis
on what you’ve observed on your competitor’s social media accounts across all platforms.
For each competitor answer the following questions:
▪
How your competitors use each platform?
▪
What type of content are they posting? And social media platforms used?
▪
What content is getting the highest engagement [e.g. retweet, likes, comments]?
▪
How many followers do they have?
▪
How often do they post [daily, weekly, or monthly]?
▪
Do they respond to comments? And how?
▪
Are your competitors successful on these platforms?
Note: You can use any free online third-party platform for further analysis.
▪
After completing the benchmarking, think about the results and act accordingly, how can
a benchmarking analysis help your business?
▪
Look at the data you’ve collected and identify the areas that need improvement (Explain).
4. Define your social media marketing goals (based on launching a new Product and Mobile
App campaigns) [1.5 marks]
▪ Based on the finding from your social media audit, write the goals and strategies section
of your SMMP.
▪ How are you going to get people to engage with your business on social media?
5. Research your target audience [1.5 mark]
▪
Research to determine the target audience of your business.
▪
Create three marketing personas that represent the organization’s target audience.
▪
Which platforms might best help you achieve your goals? [Select at least 4 platforms].
6. Develop your social media brand/business standards [3.5 marks]
▪ Establish your business voice and tone and figure out how to speak with your target
audience.
▪ What’s your business’s personality? Try to pick out 2 or 3 traits that define your style, and
list 2 or 3 that your style is not.
▪ Write a clear and detailed description of your brand/ business posting guidelines.
▪ What logos, positioning, and sizing will you use?
▪ What fonts and colors will you use?
▪ What is your company’s communication strategy when responding to your targeted
audience and competitors? (How will your brand/ business respond to public complaints,
competitors, and questions from followers?)
7. Implementation [Content Ideas: for each campaign] [7 marks]
Actionable social media tactics
In detail, develop actionable social media tactics to implement each of the company’s
social media presence.
For each social media platform [based on the previous selection (point #6)]:
▪
Determine the purpose/goal
▪
Ideal time for Posting
▪
What types of content will you create and share on each channel? And what types
of content will help you driving people to your website and local store?
▪
What percentage of your posts will be promotional, if any?
▪
How many hashtags will you use in your Twitter and Instagram posts (List 3 or 4)?
Influencer marketing strategy:
▪ Select 3 influencers and evaluate the following:
▪
Who are the influencers you will employ and why you selected them?
▪
What Social media platforms are they using?
▪
What is the nature of their followers?
▪
What messages will you ask your influencers to promote?
Content calendar plan:
▪
Create a social media content calendar plan for your business and attach a
screenshot to your report.
Paid advertising:
▪
How to integrate paid advertising in your content marketing strategy?
Note: Provide screenshots of your work.
8. Evaluation and Measuring [2.5 marks]
▪
Choose four metrics to measure the success of your social media campaign? [Explain].
▪
How do you know if your social media activities are effective?
9. Budget [1 mark]
▪
How much your business should spend on its social media marketing budget? you should
include the following: Content creation, Tools, Paid advertising, Paid partnerships
(Influencer campaigns), Employees and training, Management and any important
resources.
10. Conclusion [1 mark]
▪
Conclude your report.
11. Reference list
▪ List all the sources you have used in the process of researching your work.
Assignment Guidelines:
▪
This is a group project (2-3 students), which is part of your course score. It requires effort,
research, and critical thinking.
▪
All students are encouraged to use their own word.
▪
Your Assignment must include:
▪
Cover page and make sure to include the cover page with all information required.
One mark will be deducted if there is no cover page.
▪
A title that well represents the content of your report.
▪
Table of contents.
▪
An opening paragraph.
▪
The main body of your report, which required analyzing a company’s use of social
media [All points must be related to the concepts raised throughout the course].
▪
A “References” section listing all sources included. And ensure that you follow the
APA style in your report.
▪
The minimum number of required references is 5.
▪
Use Times New Roman, 12 font size, 1.5 line space and adjusted text.
▪
A mark of zero will be given for any submission that includes copying from other resource
without referencing it.
▪
Your report length should be between 2000 to 2500 words.
▪
Assignment must be in word format only no PDF.
▪
Your file should be saved as: Group # – CRN – ECOM322-Project Assignment – Part 1.doc
▪
You must check the spelling and grammar mistakes before submitting the assignment.
▪
Up to 20% of the total grade will be deducted for providing a poor structure of
assignment. Structure includes these elements paper style, free of spelling and grammar
mistakes, referencing and word count.
Citations:
▪
Any information that you use in your SMMP that has been derived from a published
source (including our textbook) must be properly cited.
Project Submission:
Submission
Due Date
Point Covered
Marks
Part A
09/03/2023
@11:59 P.M.
1, 2, 3, 4, 5 and 11
10
Part B
04/05/2023
@11:59 P.M.
6, 7, 8, 9, 10 and 11
15
Note: Submission will be through the Blackboard.
Saudi Electronic University
College of Administrative and Financial Sciences
E-commerce Department
Project Assignment
Student Name: Munirah Aldhabani
Student ID: S210026178
Student Name:
Student ID:
Student Name:
Student ID:
Course Title: Social Media Marketing
Course Code: ECOM322
Academic Year/ Semester: 2nd Semester/20232024
CRN: 23786
Assignment Name: Project Assignment – Part A
Instructor Name: Elahm alghamdi
Student Grade: out of 10
Grade Level:
ECOM 322: Social Media Marketing
2nd Semester/2023-2024
Project Assignment
In this project, you will work as a group to provide social media consulting. You own a
Social Media consulting company, and your company has been selected to work with a new Saudi
B2C organization (business or non-profit) of your choice (select a business of any industry).
The selected business has decided to launch a New Product and Mobile App campaigns on
social media. And they are planning to market and present their products or services on social
media such as Instagram, Twitter, Snapchat, Foursquare, Facebook, YouTube and Blog…. etc.
For this part of the assignment, you need to write a report that describe the following aspects
of the business.
1. Brief overview [Brand Summary & Social Media Accounts] [1.5 marks]
▪ Find new creative store/business name [Doesn’t exist].
▪ Give a brief description about your company and the industry?
▪ Create proper social media accounts [such as Twitter, Instagram and Snapchat]. And
provide screenshots of the accounts that you’ll use across all social platforms.
▪ Explain the competitive advantage to show how the company can realize significant gains
by using SMM and what do you want to achieve with social media?
2. Audit your social media platforms performance [2 marks]
▪
After creating your social media accounts, share links with your colleagues on discussion
board.
▪ All students are required to participate/engage [likes, comments, tags or share] and provide
screenshots.
▪ Social media marketing statistics will give you the vision you need to improve your plan,
check your account’s statistics [ex: Twitter analytics, Instagram Insights] and attach a
screenshot to your report.
▪ After that, you must analyze the company’s use of the social media by examining their
presence on the following social media platforms:
Metric
Sentiment
Reach
Company
Posts
Feedback
Average response
time to feedback
Platform 1
Platform 2
Platform 3
Note: you can use any free online Sentiment Analysis tools to evaluate your social media presence.
3. Social media benchmarking [3.5 marks]
▪
Review the social media accounts of five local competitors and pay attention to their tone
and personality and analyze your competition’s social media platforms. Base your analysis
on what you’ve observed on your competitor’s social media accounts across all platforms.
For each competitor answer the following questions:
▪
How your competitors use each platform?
▪
What type of content are they posting? And social media platforms used?
▪
What content is getting the highest engagement [e.g. retweet, likes, comments]?
▪
How many followers do they have?
▪
How often do they post [daily, weekly, or monthly]?
▪
Do they respond to comments? And how?
▪
Are your competitors successful on these platforms?
Note: You can use any free online third-party platform for further analysis.
▪
After completing the benchmarking, think about the results and act accordingly, how can
a benchmarking analysis help your business?
▪
Look at the data you’ve collected and identify the areas that need improvement (Explain).
4. Define your social media marketing goals (based on launching a new Product and Mobile
App campaigns) [1.5 marks]
▪ Based on the finding from your social media audit, write the goals and strategies section
of your SMMP.
▪ How are you going to get people to engage with your business on social media?
5. Research your target audience [1.5 mark]
▪
Research to determine the target audience of your business.
▪
Create three marketing personas that represent the organization’s target audience.
▪
Which platforms might best help you achieve your goals? [Select at least 4 platforms].
6. Reference list
▪ List all the sources you have used in the process of researching your work.
Biteful restaurant
Is a new Saudi restaurant that serves burgers and fries. in this report we will provide the
company with a social media marketing plan to present their products on social media.
Answers
1. Brief overview [Brand Summary & Social Media Accounts] [1.5 marks]
▪ Find new creative store/business name [Doesn’t exist].
Biteful restaurant.
▪ Give a brief description about your company and the industry?
Biteful is a Saudi Arabian emerging restaurant established in 2024, located in
Alkhobar, Saudi Arabia. Biteful specializes in delicious American food featuring
expert preparation by the Biteful culinary team using only the freshest ingredients. The
Biteful menu ranges from burgers, French fries along with a vast range of side dishes.
makes it perfect to have dinner with friends and family.
Saudi Arabia’s food and restaurant industry has experienced rapid growth in the past
three years, with a strong compound annual growth rate expected for the full-service
restaurant sector. The industry is focusing on sustainability, health-conscious services,
and new trends to meet changing consumer tastes. This growth presents unique
cooking methods, leading to high competition in the sector. (Saudi Arabia
Foodservice Market Insights, n.d)
▪ Create proper social media accounts [such as Twitter, Instagram and Snapchat]. And
provide screenshots of the accounts that you’ll use across all social platforms.
[ screenshot of instagram account]
▪ Explain the competitive advantage to show how the company can realize significant
gains by using SMM and what do you want to achieve with social media?
2. Audit your social media platforms performance [2 marks]
▪
After creating your social media accounts, share links with your colleagues on
discussion board
Instagram:
https://www.instagram.com/biteful_ksa?igsh=Znl3emQ3bW8zaHlx&utm_source=qr
▪ All students are required to participate/engage [likes, comments, tags or share] and
provide screenshots.
[ screenshot of instagram interactions]
▪ Social media marketing statistics will give you the vision you need to improve your
plan, check your account’s statistics [ex: Twitter analytics, Instagram Insights] and
attach a screenshot to your report.
[ screenshot of instagram insights]
▪ After that, you must analyze the company’s use of the social media by examining their
presence on the following social media platforms:
Metric
Instagram
Sentiment
Reach
Positive
Reached
17
Followers
13
Company
Posts
5
Feedback
55 likes
9 comments
3 shares
Average response
time to feedback
2 hours
Platform 2
Platform 3
Note: you can use any free online Sentiment Analysis tools to evaluate your social media presence.
3. Social media benchmarking [3.5 marks]
▪
Review the social media accounts of five local competitors and pay attention to their tone
and personality and analyze your competition’s social media platforms. Base your analysis
on what you’ve observed on your competitor’s social media accounts across all platforms.
For each competitor answer the following questions:
▪
How your competitors use each platform?
▪
What type of content are they posting? And social media platforms used?
▪
What content is getting the highest engagement [e.g. retweet, likes, comments]?
▪
How many followers do they have?
▪
How often do they post [daily, weekly, or monthly]?
▪
Do they respond to comments? And how?
▪
Are your competitors successful on these platforms?
Note: You can use any free online third-party platform for further analysis.
▪
After completing the benchmarking, think about the results and act accordingly, how can
a benchmarking analysis help your business?
▪
Look at the data you’ve collected and identify the areas that need improvement (Explain).
4. Define your social media marketing goals (based on launching a new Product and
Mobile App campaigns) [1.5 marks]
▪ Based on the finding from your social media audit, write the goals and strategies section
of your SMMP.
▪ How are you going to get people to engage with your business on social media?
5. Research your target audience [1.5 mark]
▪
Research to determine the target audience of your business.
Biteful is a burger restaurant catering to burger enthusiasts seeking quick bites, families
with kids, friends seeking quick bites, and those seeking reasonable prices for fast food,
including burgers and fries. (Nikhil, 2022)
-Demographics: age ranges from 18 to 30 years old. Location: Alkhobar,Saudi Arabia.
Income: middle-class people. Gender: men visit more than women in such restaurants.
Occupation: busy business people, college students. (Gafford, 2023)
-Psychographic/life style: Busy individuals, including college students, workers, and
families, individuals who value convenience, reasonable prices, freshness, deliciousness,
and good customer service.
-Media use: the age of the target audience is between 18and 30; this age group tends to
use social media on a daily basis. So marketing on social media has a great opportunity
for Biteful. (Zote, 2024)
▪
Create three marketing personas that represent the organization’s target audience.
-Marketing persona 1
Name: Mohammed
Age: 20
Income: 2000
Location: Saudi Arabia, Alkhobar
Job: student
Social status: single
Role: spectators, buyer. Mohammed is a busy college student who surfs social media on a
daily basis, especially Instagram, blogs and X, he seeks restaurants with reasonable
prices and fresh food.
Needs/ situational triggers: reasonable prices, appealing fresh food, offers, discounts,
grabbing a quick bite in a rush, posting tweets on X and showing reviews about the
company.
Message objectives: Customized messages on X, blogs, and Instagram inform customers
about food prices and engage them with appealing menus. Ads with food images and
prices showcase reviews to increase brand awareness and sales.
-Marketing persona 2
Name: Rayan
Age: 25
Income: 30,000
Location: Saudi Arabia, Alkhobar
Job/education: marketing manager/bachelor degree
Social status: single
Role: critic, influencer. burger enthusiasts/eats for leisure . Rayan, after his job,
frequently explores and shares his experiences on various social platforms, particularly
X, to discover unique and creative burgers.
Needs/ situational triggers: unique creative burgers, seasonal limited meals, great
presentation of the meals, new recipes.
Messaging objectives: raising awareness and engaging them. creating captivating posts
on X and social media platforms, featuring exclusive dishes, limited seasonal offers, and
teasing messages about creative burgers to promote the brand.Messages such as:
Discover our diverse menu.
-Marketing persona 3
Name:Nora
Age: 30
Income: 50,000
Location: Saudi Arabia, Alkhobar
Job/education:business owner/masters degree.
Social status: married with two kids
Role: joiners, Decider. Busy businesswoman Nora brows social media platforms, seeks
restaurants that offer fresh, delicious, and safe meals, catering to her diverse family’s
preferences.
Needs/situational triggers: fresh, tasteful food, organic, safe ingredients, a diverse menu
within kids tastes, convenient fast service, great customer service.
Messaging objectives: to engage and make them trust the brand, highlight the benefit of
the brand. send messages that contain videos that show the cooking process, make ads on
social media that show the diversity of the menu, and send messages that imply fresh and
safe ingredients.
▪
Which platforms might best help you achieve your goals? [Select at least 4 platforms].
Four platforms that will help Biteful in achieving their goals: increasing sales, rising the
standard of customer service and creating marketing and advertising initiatives by examining
data from various platforms.
–
Instagram: Biteful can utilizes Instagram as a platform to engage with the tragedy
audience, leveraging its visual media features and various marketing tools to create a
community and engage effectively.(West & West, 2024)
-YouTube:with YouTube Biteful can efficiently exhibit their products or services to a large
audience and possibly increase sales and awareness and increasing the customers who visit
by producing and sharing video content on the site. (YouTube on LinkedIn)
-X: Biteful can respond to both positive and negative mentions and monitor X notifications.
fostering community building and directing customer inquiries through a comprehensive
customer service strategy. This will help in rising the standard of customer service (X on
website)
-Snapchat: With Snapchat marketing, Biteful can create unique content by utilizing features
like adding music, painting on snaps, and conducting polls,which rise awareness and stands
out from competitors. (How to Use Snapchat Marketing for Business? – Building Your
Website – Strikingly, n.d.)
11. Reference list
Melissa S. Barker, Donald I. Barker, Nicholas F. Bormann, Debra Zahay, Mary Lou Roberts
(2017). Social media marketing: A strategic approach, 2nd Edition. Mason, OH: Cengage Custom
Publishing.
Saudi Arabia Foodservice market Insights. (n.d.). https://www.mordorintelligence.com/industryreports/saudi-arabia-foodservice-market
Nikhil. (2022, July 7). The target market for a burger restaurant – Who loves burgers? |
AMPLIFY XL. AMPLIFY XL. https://amplifyxl.com/target-market-for-a-burger-restaurant/
Gafford, D. (2023, July 5). Fast Food Statistics | July 2023 | The Barbecue Lab. The Barbecue
Lab. https://thebarbecuelab.com/fast-food/
West, C., & West, C. (2024, February 2). Instagram marketing: 6 ways to update your strategy.
Sprout Social. https://sproutsocial.com/insights/instagram-marketing-strategy/
Guide: Free X marketing strategies for small businessesTwitter for
Businesshttps://business.twitter.com › blog › marketing-strategies-…
How to use Snapchat marketing for business? – Building your website – Strikingly. (n.d.).
https://www.strikingly.com/content/blog/how-to-use-snapchat-marketing-for-business
Zote, J. Z. (2024, February 14). Social media demographics to inform your 2024 strategy. Sprout
Social. https://sproutsocial.com/insights/new-social-mediademographics/#:~:text=What%20is%20the%20most%20used%20social%20media%20by%20ag
e%3F,33%25)%2C%20Instagram%20(32%25)
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