The University of Manchester Social Media Marketing

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KVNAT979798

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the university of manchester

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Analysis of a Social Media Campaign – Friday 5pm Week 5, 20% (Individual Submission)

Overview

Social media has found its way into most people’s lives in some capacity. Whether users are constantly posting and consuming media, or they perhaps utilise their socials once or twice a week, social media has become an incredibly efficient and broad-reaching method to engage audiences. It is also a very useful way to find new audiences and publics.

Content producers are very aware of the potential of social media, so will often produce short and long-term social media campaigns for whatever they are working on to spread the news to those who are interested, and to find new audiences. However, merely creating a Facebook page and publishing a few updates will rarely work. It is a highly strategic and targeted process that affords the logics of social media to ensure it is seen by those targeted audiences and publics.

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Analysis of a Social Media Campaign – Friday 5pm Week 5, 20% (Individual Submission) Overview Social media has found its way into most people’s lives in some capacity. Whether users are constantly posting and consuming media, or they perhaps utilise their socials once or twice a week, social media has become an incredibly efficient and broad-reaching method to engage audiences. It is also a very useful way to find new audiences and publics. Content producers are very aware of the potential of social media, so will often produce short and long-term social media campaigns for whatever they are working on to spread the news to those who are interested, and to find new audiences. However, merely creating a Facebook page and publishing a few updates will rarely work. It is a highly strategic and targeted process that affords the logics of social media to ensure it is seen by those targeted audiences and publics. For this assignment, we want you to identify a social media campaign and critically examine how it operates. Some examples of past social media campaigns might be: Content Marketing, Frank Body: https://www.coredna.com/blogs/ecommerce-content-marketing-frank-body Social Enterprise, Who Gives A Crap: https://au.whogivesacrap.org/ Branded Content, Digital Agency Network: https://digitalagencynetwork.com/amazing-instagram-story-ads-from-the-creative-brands/ Product, Starbucks Unicorn Frappuccino: https://www.theguardian.com/business/2017/apr/21/unicorn-frappuccino-starbucks-instagram-s elfie-social-media Lifestyle, #LushLife: https://www.instagram.com/explore/tags/lushlife/?hl=en Beyond marveling at the success or failures of your campaign, you are required to draw on the learning of this unit to examine the social media campaign. Requirements To complete the assessment task, you must complete the following: Identify the social media campaign (do not use the examples above, please find your own example). What is the brand/service, which platforms do they use/what is the idea or concept behind the campaign? Draw on the themes of the unit. We have covered a number of useful concepts in regard to social media during the weekly seminars between weeks 1-5. You are required to use two themes of the unit during this time and apply them to the social media campaign you have chosen. How do they align/misalign with the scholarship? What new insights can your research add to this discussion/debate? Use empirical evidence to describe your campaign. Beyond the concepts of this unit, what else have you learned from this example? What sort of media did they produce and use? What is the reason they chose specific platforms over others? How successful was the campaign? Submit your work via Turnitin. Components This assignment is a 1000-word assignment, assessed individually. It is to be written in an academic tone, with empirical examples and a Reference section using APA 6. We suggest your assignment include the following: An Introduction – an overview of the social media campaign (200 words); A theoretical framework – explain the concept/theme of the unit you are using (300 words; Case study – Apply the theory you have identified in the previous section to your case study. Use examples to strengthen your argument (photos, links to videos, quotes, etc.) (300 words); Conclusion – Clearly describe what you have discovered during this research process (200 words); References – Use APA 6 [https://libguides.library.usyd.edu.au/c.php?g=508212&p=3476096] Submission Please submit this essay via the Turnitin Dropbox on Canvas. Marking Criteria Criteria Mark (/100) Critically selects a relevant social media campaign /10 Describes the social media campaign /10 Integrates the key ideas explored in the course /20 Develops an argument consistently throughout the essay /20 Critically analyses the social media campaign /20 Demonstrates a clear learning from the analysis of the campaign alongside the learning outcomes of the unit
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Running head: SOCIAL MEDIA MARKETING

Social Media Marketing
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Technological advancements especially that of smart devices used in communication have
really impacted the business world. It has led to an increase in demand for more effective
competitive online marketing approaches. Technological advancements in the form of the
internet have changed avenues through which consumers connect, research, shop, and discover
products and services they wish to use or possess. One of the vital online marketing strategies
bringing success to many businesses is social media marketing. If a company is planning on
gaining a competitive advantage, it has to invest heavily in social media marketing. Social Media
is a vital marketing tool because it enlightens consumers on the wise choices they can make
while purchasing products or services.
Social media platforms provide vital information and data that help companies develop new and
more effective marketing strategies that would enable them to have a competitive advantage.
However, for the method to be effective and successful, there has to be proper communication
between the company and the consumers, often brought about by inadequate social media
coverage (Tuten & Solomon, 2017). Social Media provides customers with a platform to voice
displeasure or support of a company's service or product. A company or business incorporating
social media marketing strategies will make improvements or adjustments that will go a long
way in helping the company keep its customers by ensuring increased customer satisfaction.
Profile of Uber
Uber is among the few leading transporting companies that offer transport services that
allow consumers to acquire a private driver. The consumers can access the services by simply
clicking on an app button. Uber has overtaken taxis in providing transportation services, and the
company has grown from strength to strength ever since its launch back in 2010 in San

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Francisco, California. The company's operations are now global as it operates in over 600 cities
worldwide, thus makes a lot of revenue (Earned Media, 2014). Uber's service demands are high
because it is a cheaper and convenient means of transportation than other industry players. Uber
is a role model for many companies; thus, its efficiency in the industry has seen the emergence of
other companies offering similar services such as the Ola and Lyft providing competition to the
company.
Uber's Social Media Presence
Uber's success in the transportation industry is as a result of its strategic social media
marketing. Uber has incorporated social media marketing that has facilitated interaction and
engagement between the company and the consumers and followers. The arrangement is
necessary as it has led to a positive strengthening and connection relationship between the
company and consumers (Earned Media, 2014). The company often makes posts on their social
media platforms and, in the process, encourages feedback and responses about their services. The
marketing strategy is essential as it creates awareness about its products and enables the
company to establish positive and negative consumer experiences about its services.
Uber regularly analyzes the information posted on its social media platforms. Uber
conducts social media marketing through various social media platforms such as Twitter,
Facebook, YouTube, among others, and in the process, it has secured a considerable following
(Earned Media, 2014). Thanks to social media marketing strategies, the company is now the
leading provider of transport services.
YouTube

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Youtube is one of the media platforms used by Uber in its social media marketing
strategies. According to Earned Media (2014), Uber has posted over a thousand videos on
YouTube, which have positively responded as the videos have over 40 million views. The
company has gained a competitive advantage over its rivals, thanks to YouTube. However, it is
vital to note that Turbular Insights, an online website did most of the branding found on
YouTube. A report by Earned Media shows that there has been a lot of financial success and
growth in Uber, which has been facilitated by YouTube marketing (2014). The marketing
strategy applied by YouTube is a word of mouth marketing strategy, a type of promotion
whereby consumers inform other individuals why they like a particular product or service
provided by a specific company. Marketing is practical and cheap; thus, it is one of the most
trusted and credible forms of promotion that consumers recognize. Earned Media thus states that
YouTube has proved to be a robust platform that provides Uber with a word-of-mouth marketing
strategy as 15% of the content viewed cost the company nothing.
According to Foley (2014), Uber performs well compared to its rival Lyft and Ola
because it has many viewers than the...