ASSESSMENT 1
Course Name 10118NAT
Diploma of Social Media Marketing
Subject/module Mainstream SMM
Assessment method Part A: Written Assessment
Part B: Written Assessment
Part C: Presentation
Weighting 50%
Units of Competency SMMMSM502A
Plan, Implement, and Manage Mainstream Social
Media Marketing Strategies
Instructions
1. Assessments should be completed as per your trainer’s instructions.
2. Assessments must be submitted by the due date to avoid a late submission penalty.
3. Plagiarism is copying someone else’s work and submitting it as your own. You must write your answers in your own words and include a reference list. A mark of zero will be given for any assessment or part of an assessment that has been plagiarised.
4. You may discuss your assessments with other students, but submitting identical answers to other students will result in a failing grade. Your answers must be yours alone.
5. Your trainer will advise whether the assessment should be digitally uploaded or submitted in hard copy. Assessments that are digitally uploaded should be saved in pdf format.
6. You must attempt all questions.
7. You must pass all assessments in order to pass the subject.
8. All assessments are to be completed in accordance with WHS regulatory requirements.
Instructions to the student
1. You are required to select an organisation to represent for the purpose of this assessment. You may select:
a. an organisation you have access to, such as a business run by a friend or family;
b. an organisation you currently work for;
c. your own business; or
d. a hypothetical business you create for the purpose of the assessment.
You must discuss your selected business with your assessor prior to commencing this assessment.
NOTE: Assessment 1 requires you to develop a mainstream social media marketing strategy for your chosen organisation. This strategy will need to be implemented and evaluated in Assessment 2. If you select an organisation that you have access to, or an organisation you currently work for, you must:
f obtain written permission from the appropriate stakeholder (such as the marketing manager) clearly stating that the organisation grants permission for you to develop and implement a mainstream social media marketing on its behalf, including permission to post content to the organisation’s social media networks;
f include a copy of the written permission in your final submission; and ? obtain all necessary logins to the organisation’s social media networks.
Assessment 1 Part A: Research Global Trends
1. Based on your chosen organisation in Step 1, you are required to research three organisations within the same industry that have a mainstream social media marketing strategy. These three organisations must: • be located in a different country to your selected organisation;
• have a minimum of three active social media network profiles;
• have a combined social media following of at least 2,000 followers;
• have an active social media presence whereby new content is posted at least once per week; and
• have at least one media like, share and/or comment on each of their last four social media post.
2. Write a one to two page report of the three organisation’s mainstream social media marketing strategy. a. Heading.
b. Executive summary including your key findings from the research. (5 marks)
c. Subheading for each organisation researched.
d. For each organisation researched:
i. A list of the organisation’s social media profiles with links to each
(3 marks per organisation) ii. Three positive characteristics of the organisations mainstream social
media marketing strategy. (3 marks per organisation)
iii. Three negative characteristics of the organisations mainstream social
media marketing strategy. (3 marks per organisation) iv. Ways in which the organisations mainstream social media marketing strategy could be improved, if any. (5 marks per organisation)
v. Overall summary of the research, including any regional differences identified in this exercise. (5 marks per organisation) e. Conclusion including any trends found in this research. (5 marks)
Part A total: 67 marks Notes:
Part B: Blog and Content Marketing Strategy
1. Develop a mainstream social media strategy and implementation plan for your chosen organisation. The project template provided may be used however it is optional. The strategy and implementation plan must be written using professional language appropriate for presenting to the key stakeholders of the organisation.
The mainstream social media marketing strategy and implementation plan must be managed over the course of three weeks and include three mainstream social media marketing campaigns, which are to be deployed across three different mainstream social media networks. These social media networks to choose from include: a. Twitter
b. Facebook
c. LinkedIn
d. Instagram
e. Pinterest
f. Google+
g. YouTube
2. The mainstream social media marketing strategy must include the following three stages, which are all included on the mainstream social media marketing strategy template provided on Google Classroom:
Stage 1. Business Overview and Research
• Organisation overview (5 marks)
• Mainstream social media marketing strategy and campaign audit for past month (5 marks)
• Constraints on the range of content and social media networks the
organisation can utilise (5 marks)
• Three global trends in social media based on the research undertaken in
Part A (5 marks)
Stage 2. Mainstream Social Media Marketing Strategy
• Target audience segment(s) canvas for the organisation’s top target
audience segments (5 marks)
• Mainstream social media strategic ideas (5 marks)
• Mainstream social media strategy including strategic initiatives, social media networks utilised, post frequency and key performance indicators
(KPIs). The strategy must include three different campaigns running
across three social media networks each (10 marks)
• Budget development and approval for the mainstream social media
marketing strategy (5 marks)
Stage 3. Implementation Plan
• Implementation plan for the mainstream social media marketing strategy
(5 marks)
• Audience feedback procedures with examples of positive, negative and
neutral comments (5 marks)
• Evaluation of two social media management platforms and a selection of the preferred platform for the student’s chosen organisation (5 marks)
• Mainstream social media marketing schedule (5 marks)
• Content for each of the three mainstream social media marketing
campaigns detailed in the strategy (10 marks)
Part B total: 75 marks Notes:
Part C: Presentation
1. Present your mainstream social media marketing strategy and implementation plan to your trainer as if you were presenting to the social media team, senior management and/or key stakeholders of the business. Your presentation should be no less than five (5) minutes in length and must include the following:
• the use of professional language and tone;
• an overview of your chosen organisation;
• a summary of each stage of the mainstream social media marketing strategy and implementation plan from Part B;
• a summary of why you feel this strategy will be successful for your chosen organisation.
2. Submit Part A and Part B to your assessor through Google Classroom. Part C total: 25 marks
Assessment 1 total: 167 marks Notes:
Specifications
Part A
For Part A you must provide a one to two page written report that meets standard business reporting in terms of:
f Content: Use professional language that is appropriate when presenting to an executive team
f Format: Adhere to the guidelines detailed in the instructions. The report format must include a heading, executive summary, subheading for each organisation researched and conclusion
f Level of detail: Provide detailed information that ensures your final conclusion is backed up by evidence
Your assessor will be looking for evidence of:
1. Ability to identify and research global trends in mainstream social media marketing
2. Ability to evaluate a mainstream social media marketing case study
3. Ability to identify mainstream social media marketing opportunities
Based on the assessment submitted, your assessor will apply marking criteria to determine your competence in identifying and researching global trends in mainstream social media marketing.
Part B
For Part B you must provide a comprehensive mainstream social media marketing strategy and implementation plan that meets standard business reporting in terms of:
f Content: Use professional language that is appropriate when presenting to an executive team
f Format: Adhere to the guidelines detailed in the instructions ? Level of detail: Provide detailed information that ensures the strategy and implementation plan is engaging and supported by evidence Your assessor will be looking for evidence of the following:
1. Ability to assess an organisation’s existing mainstream social media marketing presence
2. Ability to develop a mainstream social media marketing strategy and implementation plan for an organisation
3. Ability to write engaging content tailored to an organisation’s objectives
4. Ability to manage a team in the implementation of a mainstream social media marketing strategy
5. Knowledge of:
• Global trends in social media and how to adapt these into a mainstream social media marketing strategy
• Resources required to implement a mainstream social media marketing strategy and how to manage these resources
• Methods of initiating consumer engagement and retaining interest
through mainstream social media networks
Your assessor will be using marking criteria to determine your competence in developing a mainstream social media marketing strategy and implementation plan for an organisation.
Part C
For Part C you must deliver a presentation that meets business presentation standards in terms of:
? Structure: Include an introduction, a visual presentation and a conclusion ? Professional delivery: Use professional language that is appropriate when presenting to an executive team
Your assessor will be looking for evidence of the following:
1. Ability to present a mainstream social media marketing strategy to key stakeholders of the business
2. Ability to engage stakeholders in the development and implementation of a mainstream social media marketing strategy
Your assessor will be applying marking criteria determine your competence in presenting a mainstream social media marketing strategy to key stakeholders of the organisation. Notes:
ASSESSMENT 2
Course Name 10118NAT
Diploma of Social Media Marketing
Subject/module Mainstream SMM
Assessment method Written Assessment
Weighting 50%
Units of Competency SMMMSM502A
Plan, Implement, and Manage Mainstream Social
Media Marketing Strategies
Instructions
1. Assessments should be completed as per your trainer’s instructions.
2. Assessments must be submitted by the due date to avoid a late submission penalty.
3. Plagiarism is copying someone else’s work and submitting it as your own. You must write your answers in your own words and include a reference list. A mark of zero will be given for any assessment or part of an assessment that has been plagiarised.
4. You may discuss your assessments with other students, but submitting identical answers to other students will result in a failing grade. Your answers must be yours alone.
5. Your trainer will advise whether the assessment should be digitally uploaded or submitted in hard copy. Assessments that are digitally uploaded should be saved in pdf format.
6. You must attempt all questions.
7. You must pass all assessments in order to pass the subject.
8. All assessments are to be completed in accordance with WHS regulatory requirements.
Assessment 2
Instruction to the student
1. Following the mainstream social media marketing strategy and implementation plan you developed in Assessment 1, publish the first campaign in accordance with the mainstream social media marketing schedule.
2. Document the results from step 1. In particular, record the following KPIs where applicable, as well as any other success metrics that were detailed in Assessment 1:
• Total impressions on the three social media networks
• Total likes on the three social media networks
• Total shares on the three social media networks
• Any positive comments on the social media networks
• Any negative comments on the social media networks
3. Publish the remaining two campaigns in accordance with the mainstream social media marketing schedule. The strategy must be managed over the course of three weeks. Two or more campaigns can run concurrently.
4. Repeat step 2 for the second and third campaigns.
5. Write an evaluation report on the campaign results for the key stakeholders of your chosen organisation. Your report must include the following: a. Heading
b. Executive summary including your key findings and recommendations adjustment and refinement of the social media marketing strategy
(5 marks)
c. Subheading for each mainstream social media campaign
d. For each mainstream social media campaign published:
i. A link to the social media campaign (1 mark) ii. Three positive characteristics of the organisation’s KPIs for each campaign summarised into a single table with totals (6 marks) iii. Positive characteristics of the campaign (3 marks) iv. Negative characteristics of the campaign, if applicable (3 marks)
v. Ways in which the mainstream social media campaign could be
improved, if any (3 marks)
e. Conclusion including:
i. Summary of mainstream social media marketing results (5 marks)
ii. Overview of which campaign was the most successful and why
(5 marks) iii. Suggestions for improving the mainstream social media
marketing strategy (10 marks)
6. Submit the written evaluation report to your trainer through Google Classroom.
You must provide a two to three page written report that meets business reporting standards in terms of:
• Content: Use professional language that is appropriate when presenting to an executive team
• Format: Adhere to the guidelines detailed in the instructions. The report format must include a heading, executive summary, subheading for each campaign published and a conclusion
• Level of detail: Provide detailed information that ensures your final conclusion is backed up by evidence
Your trainer will be looking for evidence of the following:
• Ability to implement a mainstream social media marketing strategy in accordance with the specifications of the implementation plan
• Ability to assess the effectiveness of a mainstream social media marketing strategy using KPIs detailed in the implementation plan
• Ability to modify and revise a mainstream social media marketing strategy
• Ability to present the results of a mainstream social media marketing strategy to relevant key stakeholders of the business
Your trainer will be applying marking criteria determine your competence in the requested task.
Assessment 2 total: 73 marks