Please refer to the attached Introduction file

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timer Asked: May 2nd, 2017

Question description

Lab 3: Utilize a web analytics dashboard to analyse patterns of web traffic behavior

Lab 4: Develop a content strategy using social media writing techniques to repurpose and reposition content to achieve a desired impact (Web-trends on Facebook)

Lab 5: Demonstrate the Ethical Use of appropriate social media and understand the ethical tensions of collecting data from users.

Final Assignment:

create a social media campaign targeted to a desired audience for an organization. In doing so, you have to identify the target audience(s), appropriate channels and platforms, and formulate a content strategy and schedule.

Track preliminary results using a web analytics tool, and report findings and recommend actionable conclusions (as with Lab 3).



E-Book:

https://books.google.com/books?id=Y2ZiAwAAQBAJ&pg=PT352&lpg=PT352&dq=social+customer+experience+dave+evans+pdf&source=bl&ots=PYsd4pfJNI&sig=_ALsqloYyUETcUfoFnzMau9bIa0&hl=en&sa=X&ved=0ahUKEwjm_N7LlcXTAhXErFQKHclLDGUQ6AEIOzAF#v=onepage&q=social%20customer%20experience%20dave%20evans%20pdf&f=false

Note:

References must be utilized preferably Harvard Business review (Cited text and quotes and Harvard referencing system must be used for any reference utilized).

Introductory Overview Social Analytics, Metrics and measurement Weeks’ Learning Objectives Understand in depth the importance of social analytics Utilise the web analytics dashboard to analyse patterns of web traffic behaviour Implement business analytics in a social media campaign Introduction What do we measure? Why measure? What is the purpose of measure and how will this measure be used? For make the questions quite more specific: how many customers asked for help on Twitter today? Was it higher or lower than yesterday? Of those customers on Twitter, how satisfied were they with the help provided? It’s like a comparative exercise where you measure the outcomes and become able to see how well the effort you have undertaken is accomplishing its goals. In other words, being able to measure the quality improvement, the exposure of your offering to the target market, and the trafficking in particular social media pages is critical for calculating your campaigns Return on Investment (ROI). And then, how are we going to communicate those measurements and to whom. For instance, measurements are also intended to inform. As we discussed in the module BUS550 (Marketing Strategy), these days, strategy formulation and decisions are based on valid, reliable, credible and times information (in the form of assumptions and reporting). As discussed in our ebook (page 148), measurement is not just about numbers. According to Dave and Joe good measurement and reporting are always a mix of qualitative and quantitative. ‘Metrics tell you what happened, but qualitative insights can point out why it happened, how it happened, or what it means’ (ebook, p. 148). At the beginning, measurement generates information. Then, we process the information through sense-making, adding our own interpretation, breaking data down to better understanding it, adding meaning, and we often analyse the expressed opinions and voices of customers themselves. Besides, measurement is about stories. ‘In fact, according to our authors, Dave and Joe, social data is much richer than traditional forms of business data in terms of the qualitative insights it offers based on quantitative metrics. (Source: http://leiron.be/exttopics/mpm.html, accessed 12-11-2014) In social customer experience, business-related measurements generally apply to performance, return or insight. At this point, you are required to access the following link and read the article, titled, Measuring RIO of your Social Media Marketing Campaign: http://wordspicturesweb.com/2012/04/09/measuring-roi-social-media-marketing/ At this point, you are required to access our ebook and read chapter 7, and 8.
PLEASE NOTE: Prior commencing this activity, please access your ebook and read chapter 5 Lab Discussion 3 Learning Outcome: Utilise a web analytics dashboard to analyse patterns of web traffic behaviour For the requirements of Lab Discussion 3, you are required to analyse the pattern behaviour of a Google Analytics Dashboard, following the steps below. Step 1 (200 Words) First, you are required to access the Google Analytics Help page and select the ‘new dashboard’. Spend a few minutes recognising what is available and is required in setting up and creating a new dashboard. Develop a 150-word analysis summarising your findings. To do so, please access this link (or copy and paste it in your browser): https://support.google.com/analytics/answer/1068216?hl=en#view_and_manage_your_dashboards PLEASE NOTE: Prior commencing this activity, please access your ebook and read chapter 5 Step 2 Now that you have explored ‘first-hand’ the available technology and requirements of developing a Dashboard in Google Analytics, you are required to evaluate the ready-made Dashboard appearing below. Spend some time identifying patterns of web traffic behaviour, such as the social media mediums (e.g. Facebook, Twitter), the number of visitors, the number of old and new users, average time spent, goal completion and more. Develop a 150-word analysis summarising your findings. Step 3 Upload your analysis (300 words for both Steps 1 and 2) on the ‘Lab Discussion 3’. (Weight for all three steps: 10 Marks towards your final grade) PLEASE NOTE: Prior commencing this activity, please access your ebook and read chapter 5
PLEASE NOTE: Prior commencing this activity, please access your ebook and read chapter 6 Lab Discussion 4 Learning Outcome: Develop a content strategy using social media writing techniques to repurpose and reposition content to achieve a desired impact (Web-trends on Facebook) Facebook provides a comprehensive analytics package that offers an excellent starting point for understanding the performance of your Facebook business page. Webtrends builds on that, adding additional capabilities and metrics not available through the basic Facebook tools. To complete the module, please address the following steps: Step 1 (300 words) For the requirements of this Lab discussion, please access the Facebook help page here: http://help.webtrends.com/en/analytics10/facebook_about.html Spend 20 minutes answering the following questions: 1. 2. 3. 4. What can you measure with Facebook pages? Explain how to read and publish data via the Graph API; Provide guidance on how to reposition the message of your offering suing Webtrends; Explain how the use of OS, Android, and JavaScript can help reposition the content of an offering’s message for better performance. (2 Marks X 4 Questions. Total: 8 Marks) PLEASE NOTE: Prior commencing this activity, please access your ebook and read chapter 6 Step 2 Post your answer (no more than 300 words) in the Lab discussion forum 4. (Weight: 2 Marks) (Weight for all two steps: 10 Marks towards your final grade) PLEASE NOTE: Prior commencing this activity, please access your ebook and read chapter 6
Lab Discussion 5 Learning Outcome: Demonstrate the Ethical Use of appropriate social media and understand the ethical tensions of collecting data from users. For the requirements of Lab Discussion 5, you are required to upload on the VLE a 700-word account: a) Reviewing the importance of using Social Media in Marketing in an ethical manner, and (350 Words, 5 Marks) b) Discuss the ethical tensions and proper procedures of collecting, storing and handling user data for Social Media campaigns. (350 Words, 5 Marks) (TOTAL wordage and weigh: 1000 Words, 10 Marks) Required Readings [Prior commencing this activity, please access read (among others) the following material]:  ‘The Befitting Brand: Ethical Use of Social Media in Business’. Online at: http://digitalmarketingmagazine.co.uk/social-media-marketing/the-befitting-brand-ethicaluse-of-social-media-in-business/844  Ebook, Chapter 6. ‘Social CRM and Social Customer Experience  ‘Three Steps to Improve Ethics in Social Media’. Online at: http://www.experiencetheblog.com/2013/04/three-steps-to-improve-ethics-in-social.html Feel free to use additional resources. Please reference all material according to Harvard Referencing.
BUS550L – Market Research & Analytics Lab Social Media Campaign Assignment Brief You are required to create a social media campaign targeted to a desired audience for an organization. In doing so, you have to identify the target audience(s), appropriate channels and platforms, and formulate a content strategy and schedule. Track preliminary results using a web analytics tool, and report findings and recommend actionable conclusions (as with Lab Discussion 3). Specifics This is an individual piece of work. Weight: 50% towards final grade. Apply the requirements of Harvard Referencing throughout the report. Please find below a detailed assignment rubric. Readings: Our ebook and relevant material taught for the requirements of BUS550 – Marketing Strategy Deadline: Week 2 – Saturday, 2200 hours BUS 550L – Social Media Marketing Lab Campaign Grading Rubric < 60% 60-69% 70-79% 80-89% 90-100% Campaign is not clear, not measureable, or not relevant to social marketing . Fails to provide adequate context, rationale, and purpose. The case study campaign is measureable and somewhat relevant to social marketing. Poor Execution of campaign. Inadequate or missing statement of why campaign is needed, statement of purpose. The case study campaign is measureable. Question is timely and relevant to program learning outcomes. Clear statement of why study is needed; clear purpose. The case study campaign is measureable and could potentially make a contribution to the field. Provides exemplary rationale for proposed study; statement of why sudy is needed; purpose. Industry and organizational context Fails to provide organizational or Industry research supporting campaign. Synthesis and organization is based on limited information. There is little or poor link to the campaign’s goals. Minimal review of the organizational or industry context. The case study campaign is measureable. Question is relevant to program learning outcomes, but supporting rationale for proposed study is weak or missing. Insufficient statement of why study is needed, statement of purpose. Attempts to frame campaign within its organizational or industry context. Some integration of other marketing channels. Solid review of relevant sources to situate the study in its sector and organizational context. Good synthesis and organization of literature and data, clearly linked to campaign. Evidence-based decision making Fails to provide statement of campaign design, and/or procedures. Little or no application of standards. Fails to describe theories underlying the approach of the campaign. Provides poor statement of campaign design, analysis, and procedures with large degree of vagueness. Substantial misapplication of consumer behavior research. Describes relevant theory but does not make connection to the current campaign’s purpose, design, or methodology. Provides adequate statement of campaign design, analysis, and procedures with some degree of vagueness. Some misapplication Of consumer behavior research. Minimal connection of campaign’s design to marketing theory. Provides good statement Of campaign design, analysis, and procedures with little degree of vagueness. Adequate application of consumer behavior research. Connections are made between marketing Theory and the campaign’s design. Excellent review of relevant sources to situate the study in its sector and organizational context, including recent history, trends, challenges. Exemplary synthesis and organization of literature and data, clearly linked to campaign. Provides clear and descriptive statement of campaign design, analysis, and procedures. Exemplary application of consumer behavior research. Explicit connections are made between marketing theory and the campaign’s design. Campaign Score /50 /100 /50 Actionability of recommendations Writing Oral and digital presentation Fails to provide adequate summary and interpretation of findings. Draws no conclusions, makes no recommendations, does not discuss impact or limitations of campaign. Poor summary and interpretation of findings. Does not tie findings back to conclusions, recommendations for further research, or discussion of impact of campaign. Adequate summary but limited interpretation of findings. Draws some conclusions. Good summary and interpretation of findings. Draws valid conclusions, makes concrete recommendations for further research. Valid discussion of impact of campaign. Writing does not flow well, is not clear, concise, comprehensive, nor does it use proper transitions. Poor use of proper grammar and/or spelling. Little or no conformity to APA format / style Poor preparation. Uninformative, unclear, not ready to take up audience time. Poor writing that does not flow well: is not clear, concise, comprehensive, nor does it use proper transitions. Significant errors in grammar and/or spelling. Many, substantial APA errors Adequate writing that flows well: clear, concise, comprehensive, and uses clear transitions. Few errors in grammar and/or spelling. Some minor APA errors Good writing that flows well: clear, concise, comprehensive, and uses clear transitions. Uses proper grammar and spelling. Few APA errors Poorly presented and/or poorly prepared to address follow up questions. Well presented but insufficiently prepared to address follow up questions. Well prepared. Makes effective use of time allocated to present findings. Competently addresses audience questions. Sophisticated summary and interpretation of findings as related to leadership attributes and challenges. Draws solid conclusions or recommendations for further study. Substantial discussion of impact of campaign. Exemplary writing that flows well: clear, concise, comprehensive, and uses clear transitions. Uses proper grammar and spelling. Exemplary APA format / style throughout Well prepared. Professional-level presentation. Makes excellent use of time to share findings and engage audience. Demonstrates deep knowledge of campaign design and measurement. TOTAL:400 Deadline: Week 2 – Saturday, 2200 hours /100 /50 /50
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