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    Project 02-2

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    Annie He
    This document provides instructions for a social media analysis and strategy project. Students must analyze the social media activities of a fashion brand over 2-3 weeks and then develop a campaign strategy. The presentation should include: an analysis of the brand's positioning, audiences, goals, content, and platforms; a SWOT analysis; and a proposed campaign including social media zones, SEM, paid social ads, and optimization strategies. The campaign must have defined goals, content, and metrics. All sources must be cited. Presentations should be 15-20 minutes with 5 minutes for questions.

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    Project 02-2

    Uploaded by

    Annie He
    27 views2 pages
    This document provides instructions for a social media analysis and strategy project. Students must analyze the social media activities of a fashion brand over 2-3 weeks and then develop a campaign strategy. The presentation should include: an analysis of the brand's positioning, audiences, goals, content, and platforms; a SWOT analysis; and a proposed campaign including social media zones, SEM, paid social ads, and optimization strategies. The campaign must have defined goals, content, and metrics. All sources must be cited. Presentations should be 15-20 minutes with 5 minutes for questions.

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    This document provides instructions for a social media analysis and strategy project. Students must analyze the social media activities of a fashion brand over 2-3 weeks and then develop a campaign strategy. The presentation should include: an analysis of the brand's positioning, audiences, goals, content, and platforms; a SWOT analysis; and a proposed campaign including social media zones, SEM, paid social ads, and optimization strategies. The campaign must have defined goals, content, and metrics. All sources must be cited. Presentations should be 15-20 minutes with 5 minutes for questions.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    27 views2 pages

    Project 02-2

    Uploaded by

    Annie He
    This document provides instructions for a social media analysis and strategy project. Students must analyze the social media activities of a fashion brand over 2-3 weeks and then develop a campaign strategy. The presentation should include: an analysis of the brand's positioning, audiences, goals, content, and platforms; a SWOT analysis; and a proposed campaign including social media zones, SEM, paid social ads, and optimization strategies. The campaign must have defined goals, content, and metrics. All sources must be cited. Presentations should be 15-20 minutes with 5 minutes for questions.

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    COLLÈGE LASALLE – FASHION MARKETING – 571.C0 & NTC.

    1W
    SOCIAL MEDIA MARKETING -571-MS1-AS
    PROFESSOR: SHYMA HASSAN
    PROJECT #2 – Social Media Analysis & Strategy

    Instructions:
    You goal is to analyze various elements and complete a local or national social media campaign for a
    fashion brand. You must begin by identifying a fashion brand which utilizes digital marketing. This brand
    must participate in a minimum of two social media platforms. You must present this brand to your fellow
    classmates and compliment it through your own campaign strategy.

    In order to complete the exercise, you must monitor your selected brand’s activity across all of its social
    media platforms for 2-3 weeks in order to get a good idea of its strategy.
    The presentation will be composed of two sections: analysis and creation

    Your slides will be used as course material for your colleagues, therefore assure yourselves they are
    complete & professionally done.

    Analysis:

    • Presentation of the brand


    à How is the brand positioned? What is unique and special about its positioning in the
    marketplace? What does the positioning map look like? You must do some research in order to
    support your claims; this cannot be solely based on your opinion.

    à Who is the target audience? Provide elements with regards to the target audience’s
    demographic and behavioral characteristics.

    • What are the campaign goals and/or communication tasks & how is your brand
    attempting to reach this? (Refer back to social media goals, week 02)

    à Showcase how traffic is directed across all of the brands platforms and justify your answer
    through supporting publications.

    à Have a detailed analysis of each of the platforms your brand is present on.

    à Showcase publications and explain each of their goals in the context of their business model.
    (i.e. how does your brand make money – this will help you understand the actions placed on
    social media)

    à What content is being published? Is the content original, republished or sponsored? Is your
    brand utilizing paid, owned or earned media? Show examples to support your answer.

    à Explain how the brand is taking its consumers through their decision
    making process.

    • Conduct a SWOT analysis based on your findings.


    Creation:

    Following your analysis from the previous section, develop a social media campaign for the brand. You
    are free to choose the theme and timing of the campaign (ie: is it specifically for the holidays? Summer?
    Back to school? Etc..)

    • Identify the selected social media zones mix

    à For each zone, give us a detailed explanation of the social media platforms you will be
    participating in, what kind of content will be posted, and what promotional activities will take
    place. (Provide some visual publication examples)

    • SEM

    à Put together an SEM campaign with one ad group, composed of a minimum of 20 keywords & 3
    negative keywords. Provide traffic estimate, competition levels and average cost per click &
    destination URL.

    • Social Media Marketing

    à Complement your selected campaign’s strategy by suggesting a paid social media marketing
    campaign. You must create a fictitious advertisement on your selected platform. You must showcase the
    advertisement’s reach, estimated actions (engagement), selected audience, campaign goal and
    estimated costs. Your budget for this is 100$ daily.

    • Social Media Optimization

    à Suggest 3 ways in which the brand can increase their engagement on their social media platforms
    throughout the campaign.

    à How can the brand track the success of their campaign? What KPI’s will they need to look at?

    Sources
    All presented work must be presented with a complete list of sources to be attached at the end of your
    Powerpoint presentation.

    Deadline: TBA

    Teams: Presentations will be completed in teams of five students maximum

    Delivery:
    Complete presentations should be between 15 – 20 minutes. Each team will receive 5 minutes of
    questions. A resume of the analysis will be handed in electronically via Mio. The resume should include
    any additional details not included in the presentation and all sources used for the presentation

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