Congratulations: Because of all the hard work and detailed analysis you have been completing this semester, the brand you have been working on heard about your approach and wants to hire you for a short consulting project where you can create a strategy for one of their social media accounts.
As you now know, every digital platform has different audiences, and those audiences behave differently on each platform—that’s why every platform requires its own strategy. For your project, you will create and present a strategy for ONE social media (instagram) account of the brand/organization (American Internantional University in Kuwait. Instagram: @aiu_kw) you’ve been following throughout this course. You’ll use several elements of the discussion research you’ve already done (not to mention your classmates' feedback!) to complete your strategy.
- Revisit your chosen brand/organization one last time. Select ONE of the organization’s active social media accounts to work with.
- Use the Final Strategy Template file found hereLinks to an external site. to create slides for your presentation. Feel free to change the aesthetics of the presentation (font, colors, design; add slides if you want to show examples of content), but the architecture and order of the presentation should remain the same.
Presentation Guidelines:
Link to template: https://docs.google.com/presentation/d/1crrvSOFFAKmNgGgDcc5b3paxu9jXn4LbbRc9EFS4v2w/copyLinks to an external site. (Make a copy of the template for your own use; do not request edit access.)
AUDIT THE SOCIAL ACCOUNT
- Set the stage. Identify the brand, identify the social network and give the URL where it can be found. Give the account basics: how many followers, how many posts per day, any other basic information you deem important.
- Discuss the content. What kind of content does the brand typically post on this network?
- Show your SWOT analysis.
- Identify two competitors. How do their followers and posts per day compare? Give at least 1 example of content from each.
AUDIT THE AUDIENCE
Who is the audience now? How is the current audience different than who the audience SHOULD be? (Do not say that the brand is already reach the audience it wants; every brand has room for improvement.)
- Select a single viable audience segment to target. Your segment should be noticeably distinct from the organization's broader audience. Note the target segment's age(s), % male/female, geographic location(s), activities/affinities and other demographics, psychographics and characteristics that define/shape this target audience. It should be very clear how this segment differs from the brand's broader audience, and why it's a viable segment.
- Create a persona for the target segment.
GOALS
- Connect the organization's SWOT to your target segment. What strengths or opportunities can you leverage (or, what weaknesses or threats can you address) to grow and/or engage your target segment on your chosen social network?
- Identify the overall business objective. Then, state your SMART social channel goal(s) that align with point A. above.
- Identify what funnel stages this SMART goal(s) targets.
- Identify a KPI for each goal.
STRATEGY & TACTICS
- What types of content should the account create? Be specific. Should the account share articles or other pages on your brands website, social-only content, or both? Images/graphics/video? Silly/serious/edgy/artsy content?
- What types of content should the account share from other users?
- How often will you post? How many posts per day, and on what days?
- How should the account engage the audience beyond creating and sharing content? How should the brand interact with audiences and build reciprocal relationships?
- What conversations should the brand join, or what influencers should the account leverage?
CONCLUSION
Summarize your strategies and tactics, and connect them to your suggested KPIs. You must explain how the strategy you suggest will actually drive KPIs (and, thus, reach goals) and support the marketing funnel.
PRESENTATION
Your presentation should be polished and professional. Spelling, grammar, clear writing, strong visuals, vocal presentation and your overall ability to effectively communicate your strategy all count! The presentation must fit within the stated duration window.