+1 862 207 3288 Online Strategy Evaluation/Online Strategy Paper (Share a Coke by Coca-cola)
1. This case study is based on discussion forum which I written before.
The content of my discussion forum is that
“I’ve chosen ‘Share a coke’ campaign by coca-cola. The ‘Share a Coke’ advertising is that coca-cola printed out consumers name on the coke can. They advertise the ‘Share a Coke’ campaign through Television, bus, electronic display board and social media such as Facebook, Twitter and YouTube. So, consumers saw that advertisement in their daily life and internet. Accordingly, they are interested in ‘Share a Coke’ campaign, and they try to find their name and their friends name from the coke can. Some of consumers who found the name share the story or pictures about that campaign through the Facebook or twitter. Moreover, the coca-cola company put it to the vote through the Facebook to release the name on the coke can and it lead the consumers’ participation. Also, Coca-Cola created 150 name songs, and they were shared via Facebook and email. As a result, the sale volume is noticeably increased. ‘Share a coke’ has succeeded to engage audience through different multi platforms. Increase of 5% in all of consumption and an increase of 7% in target audience who are young adults.”
2. This assignment gives you the opportunity to apply the knowledge developed in the Social media
Unit. The assignment is about social media strategy, focusing on online engagement and ROI
measurements.
This is a case study based assignment. You are required to apply this knowledge by developing an
online strategy for an existing or hypothetical:
• Organisation (AIS, Dept. of Finance)
• Product (e.g. new sports drink)
• Event (e.g. Sochi 2014)
• Brand (e.g. Nike)
• Promotional activity (e.g. Women in Sport)
• Mobile-based apps (e.g. Bleacher reports, YinzCam, run that town, FeeHelp)
• Social games (e.g. FIFA Superstars)
• YouTube channel (e.g. NBA, ImmiTV) or
• SM based tool (e.g. Digital Cheer Sqaud, Sentiment analysis).
If you decide to evaluate a strategy on an existing product/brand/event etc., you need to do
research into their current online presence. What kind of social media tools do they use? Are they
used well? How could they improve their online presence and engagement? Apply your knowledge
from this course to critically analyse weaknesses in their online presence and identify opportunities
for online engagement. These tactics should be linked to the organisation’s objectives and goals, and
supported by evidence from established case studies. You also need to include ways to measure the
ROI of these tactics.
If you decide to develop a strategy for a new product/brand/event etc., imagine you work for a
digital creative agency and have been tasked with developing the online strategy. What social media
tools would you use and why? How would you position the company/brand/event?
Your strategy should cover the following areas:
• Overview (for new product/brand/event) or Background (for existing product/brand/event)
• Current situation (what are your online competitors? What is your audience already saying
about this product/event/brand online? If you choose an existing product/brand/event,
highlight areas of opportunity)
• Objectives (try and make some of these measurable)
• Audience
• Key messages
• Strategic online approach (for new product/brand/event: listing the tools you would use,
how you would use them. Remember that your online approach should complement your
offline approach and traditional tactics; for existing product/brand/event: listing the tools
being used, how it is being. Do they have complementary offline approach in their
traditional tactics?)
o In-depth discussion on what strategic approach you would take and how (i.e. fan
engagement via programme). Components including:
Tools to be used/campaigns to run
Strategy for each social media tool
Metrics to be used
Content and promotional plan (Examples of scripts and
frames/advertisements)
Experience/engagement strategy
• Budget
• Monitoring and evaluation (outcomes for the organisation from the social media
programme).
You may also consider including a timeline of social media tactics, a risk table with specific risks
and mitigations for the product/brand/event etc.
It is critical that you demonstrate an understanding of both the theoretical and practical aspects of
social media strategy, online engagement and ROI measurements. Supporting evidence from
established case studies should be used to design/evaluate the online strategy, possibly through
benchmarking against similar successful cases or industry norms.
When examining the current situation, you may need to use tools like Google Analytics. If your
strategy is for an existing company/product/event, you may even like to contact the
organisation/team/club for more information. Why not interview them using email with questions
that are unanswered?
Please submit your report in Moodle with an appropriate cover sheet that shows your name,
student number and total number of words as a word document.
Criteria for assessment will include:
– Outlines the components of the strategy supported by evidence from historical and
current approaches
– Evaluation of strategy and engagement
– Clear presentation of points of view, concisely articulated, supported by best
practices and scholarly literature
3. Only Australia reference please.
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