DGMMED002 PLAN AND CONDUCT MARKETING THROUGH SOCIAL MEDIA
- Subject Code :
DGMMED002
- University :
others Exam Question Bank is not sponsored or endorsed by this college or university.
- Country :
Australia
DGMMED002 PLAN AND CONDUCT MARKETING THROUGH SOCIAL MEDIA
CONTENTS
- INTRODUCTION.. 3
- TASK A KNOWLEDGE QUESTIONS. 5
- TASK B DEVELOP A SOCIAL MEDIA STRATEGY. 8
- TASK C MANAGE SOCIAL MEDIA COMMUNITIES. 17
- TASK D REVIEW PERFORMANCE. 2
- ASSESSMENT SUBMISSION.. 23
- APPENDIX. 25
1. INTRODUCTION
1A. THE PURPOSE OF THIS ASSESSMENT
This assessment will develop your skills and knowledge required to develop and implement a social media strategy
COMPETENCIES BEING ASSESSED
This assessment has been aligned against the unit of competency DGMMED002 Plan and conduct marketing through social media. This unit requires you to:
- Plan a social media marketing campaign
- Prepare budget for social media campaign
- Develop schedule for social media campaign
- Manage social media advertising campaign
- Build and sustain a community on social networks
- Measure and REVIEW PERFORMANCE
1B. WHAT YOU ARE REQUIRED TO DO
This assessment has four tasks. You must complete all tasks and questions.
STEP 1. COMPLETE THE REQUIRED LEARNING CONTENT
Before attempting the assessment, ensure you complete the supplied learning content. This content will help you develop the skills and knowledge you need to complete your assessment.
STEP 2. COMPLETE TASK A (KNOWLEDGE QUESTIONS)
Task A is a series of short answer questions that will test your understanding and knowledge of social media marketing.
STEP 3. COMPLETE TASKS B-D (PRACTICAL QUESTIONS)
Over Tasks B, C and D, you will plan and implement a social media strategy, then review its performance
You may choose to base Tasks B, C and D on:
- The provided case study, OR
- Your own workplace
A NOTE ON USING YOUR OWN WORKPLACE Access to social media platforms used by the organisation At least two stakeholders who can provide feedback on social media marketing Resources to implement a social media strategy you develop, over a period of at least on week. You may also need access to specialists who can assist with creating content, such as copywriters, social media managers, and video producers. You may also choose to create and publish content yourself A budget for running social media advertising You will also be required to provide evidence of your work and other documentation as your progress through Tasks B-D. If you wish to use your own workplace, you must discuss this with your trainer before starting Tasks B-D. Make sure you receive approval from your trainer to use your own workplace. |
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STEP 4. SUBMIT YOUR ASSESSMENT
Once you have completed Tasks A-D, check your assessment to ensure you have fully answered all questions. Then submit your assessment by the due date provided.
2. TASK A KNOWLEDGE QUESTIONS
2A. INSTRUCTIONS
Answer the questions below to demonstrate your knowledge of website optimisation.
When answering the questions, make sure you:
- Answer all parts of each question
- Use your own words and give examples wherever possible
- Keep in mind the quality of your answer is more important than how long it is
- Enter your answers in this document
- Acknowledge and cite any sources used
2B. QUESTIONS
Question A1
Provide a summary, and explain the relevance to social media marketers, of the following legislation and regulations.
(150-300 words)
Your answer:
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Question A2
Provide a summary, and explain the relevance to social media marketers, of the following advertising policies and codes of practice.
(150-300 words)
Your answer:
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Question A3
Explain three or more best practices for social media community management, including the use of automated responses.
(100-200 words)
Your answer:
Question A4
For each of the following social media techniques, explain what the technique is and how marketers can strategically make use of it to achieve their objectives:
- Remarketing
- Influencer marketing
- Dynamic ads
- Bidding optimisation
- Platform stickiness and engagement
(150-300 words)
Your answer:
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Question A5
In your own words, describe the difference between personal and branded identities on social media. Then explain how social media can be used for personal branding purposes. (100-200 words)
Your answer:
Personal identities Brand identities |
3. TASK B DEVELOP A SOCIAL MEDIA STRATEGY
3A. INSTRUCTIONS
In Task B, you will develop a social media strategy. Over Task C you will implement this strategy while in Task D you will analyse the results of social media campaign.
For Tasks B, C, and D, you may either:
- Use the provided case study, OR
- Use your own workplace
IF YOU ARE USING THE CASE STUDY
Make sure you read the Case Study Information document provided before starting the questions below.
INTRODUCTION TO THE CASE STUDY You recently joined an Australian company called Ghost. Ghost is a successful clothing brand aimed at 15- to 25-year-olds. The brand offers comfortable and on-trend casual clothing pieces. The Head of Marketing at Ghost has approached you about a new line of clothes launching in two months time. This new clothing line is called Ghost Sleek. To promote this new clothing line, the Head of Marketing has asked you to develop a strategy for a social media campaign. The Head of Marketing has also noticed that Ghost has not set up any new social media accounts in over five years and would like you to explore at least one new social media platform Ghost could use as a part of this strategy. |
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IF YOU ARE USING YOUR OWN WORKPLACE
If you are using your own workplace, you must make sure you have access to relevant documentation and resources.
DOCUMENTATION AND RESOURCES Social media platforms used by the organisation At least two stakeholders who can provide feedback on social media marketing Resources to implement a social media strategy you develop, over a period of at least one week. You may also need access to specialists who can assist with creating content, such as copywriters, social media managers, and video producers. You may also choose to create and publish content yourself A budget for running social media advertising |
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You will also be required to provide evidence of your work and relevant documentation as your progress through Tasks B-D.
GAIN APPROVAL FOR USING YOUR OWN WORKPLACE |
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3B. QUESTIONS
Question B1
Identify if you will be using the case study or your own workplace for Tasks B-D.
If you are using your own workplace, also:
- Provide a brief description of the company you work for (50-100 words)
- Identify the brand you will create a social media strategy for. Describe the social media accounts the brand has, making sure you provide links to various accounts (50-100 words)
A NOTE ON USING YOUR OWN WORKPLACE Access to social media platforms used by the organisation At least two stakeholders who can provide feedback on social media marketing Resources to implement a social media strategy you develop, over a period of at least one week A budget for running social media advertising |
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Your answer:
I am using the case study. |
Question B2
You now need to clarify the goals and objectives for the social media strategy. Set up a meeting with at least one stakeholder.
IF YOU ARE USING THE CASE STUDY You are to assume the role of a Senior Marketing Manager at Ghost. You are to meet with: Product Marketing Manager at Ghost The Head of Marketing at Ghost These positions can be role played by your trainer, friends, family members, other students in your unit or your work colleagues. To enable them to play these roles, you will need to provide them with the briefing instructions provided in the appendix of the Case Study Information document. IF YOU ARE USING YOUR OWN WORKPLACE You must meet with someone who is in a good position to provide you with direction on the companys social media goals and objectives. For example, you may choose to meet with a Marketing Director or a social media professional in your team. |
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Use the meeting to the clarify goals and objectives for the social media strategy.
After your meeting, notes of what was discussed during your meeting, including the goals and objectives agreed to.
(75-150 words)
Your answer:
Goals 1. Achieve a reach of at least 17,500 for the new Ghost range, Sleek, across their social media platforms. 2. Achieve 100 sales and $6,5000 in revenue through the social media strategy. Objectives 1. Set up a new social media account on Tik Tok. This will target a new audience that are not as active on Facebook, namely the 15-25 year olds in particular and achieve more reach for the brand. 2. Use the influencer agency to suggest influencers who are relevant to the audience of Uniqlo, Zara and H&M. By using these influencers across different social media platforms, it gives the brand more diversity on what content they can offer to the audience. |
Question B3
To help you prepare your social media strategy, you are to undertake research.
You may use a variety of techniques to perform your research. As part of your research, you must use social media listening. You are also required to undertake a competitor analysis.
- Describe how you researched social media trends. For example, describe the techniques and tools you used.
- Outline at least two social media trends that will inform your strategy
- Identify the brands social media competitors. Then describe at least two insights you gained from your competitor analysis.
(150-300 words)
Your answer:
Brand authenticity was one trend that social media focuses on. Being able to share their customer reviews, tagged posts and TikToks means they are showing their audience that they are trusted by their customers and the brand has a loyal following. By building a human connection, social media posts can engage with the customer on a different level that just trying to sell a product. Social media shops are another trend that are affecting the way customers shop online and engage with a brand. According to a poll done by Hubspot.com, 36% of customers will now use Facebook as a platform to engage in online shopping. This trend is very important when building the social media strategy for Ghost as we need to ensure we have links to buy all products online. H&M, one competitor on social media, have an Instagram following of 38M and 40M followers on Facebook. Their social media consists of a mixture of content including videos, posts, reels and has all their item codes on each post to encourage purchases. They have a strong online personality and respond to all messages that require a response quickly. Shein would be another competitor on social media with a loyal following. They have an Instagram and Facebook following og 27M. Their Facebook account advertises different content to their Instagram and is sales driven by acting as an online shop with links to their website direct from clicks. Their Instagram is more engaging as it posts a mixture of reels and pics, they use lots of hashtags and change their content up from clothing to real life content which achieves engagement by trying to connect with their followers on a different level. Missguided would also be a social media competitor with over 9M Instagram followers and 16M Facebook likes. However, their Facebook account is a copy of the Instagram account and seems to be less engaging. They share plenty of posts from their influencers and customers and use lots of different content to engage their customers. They also have a good TikTok account which features heavily on their Instagram reels. |
Question B4
You now need to create your social media strategy. Make sure your strategy:
- Describes goals and objectives
- Details at least two Key Performance Indicators (KPIs) that align with business goals
- Describes the target audience, including their needs, interests, and key characteristics
- Explains which social media platforms will be used and how they will be used
- Explains how the strategy will meet legal and ethical requirements
- Provides an action plan with timelines
- Details a budget for both creative production and media spend
- Explains how you will use a data-driven approach to progressively optimise performance
Your social media strategy must include the use of both paid and organic techniques.
SOCIAL MEDIA STRATEGY TEMPLATE Alternatively, you may use a template from your workplace, as long it covers the requirements outlined above. You may: Write your strategy directly into the space below, or Write your strategy in another document and attach it below |
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(300-800 words)
Your answer:
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Question B5
Now that you have developed your social media strategy, you need to gain approval for it.
IF YOU ARE USING THE CASE STUDY Is addressed to the Head of Marketing at Ghost Provides a brief summary of the plan, including what it aims to achieve and how Explains that the plan is attached to the email Requests approval within a suitable timeframe Uses appropriate language suitable for a workplace email (75-200 words) IF YOU ARE USING YOUR OWN WORKPLACE |
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Your answer:
Question B6
You are to select a social media advertising campaign that is part of your social media strategy. Then create a schedule for this campaign.
Make sure your campaign schedule features:
- Timeframes for when advertisements will run
- Milestones for:
- Monitoring progress against campaign objectives
- Monitoring expenditure against budget
- Evaluating campaign effectiveness
CAMPAIGN SCHEDULE TEMPLATE Alternatively, you may use a template from your workplace, as long it covers the requirements outlined above. You may: Write your schedule directly into the space below, or Write your schedule in another document and attach it below |
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Your answer:
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Question B7
You now need to prepare a creative brief for the images, videos, or other creative assets you will need for the advertising campaign.
Ensure your creative brief includes:
- Campaign background and objectives
- Target audience
- Key messages
- Deliverables
- Timeframes
IF YOU ARE USING THE CASE STUDY IF YOU ARE USING YOUR OWN WORKPLACE |
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CREATIVE BRIEF TEMPLATE Alternatively, you may use a template from your workplace, as long it covers the requirements outlined above. You may: Write your creative brief directly into the space below, or Write your creative in another document and attach it below |
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(150-300 words)
Your answer:
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Question B8
Now you have developed your creative brief, you need to share it with the relevant creative professionals.
IF YOU ARE USING THE CASE STUDY Introduces the campaign, including what it aims to achieve Summarises what creative needs to be produced Sets a clear timeframe for when the creative must be produced by Explains that the creative brief is attached to the email Uses appropriate language suitable for a workplace email (75-200 words) IF YOU ARE USING YOUR OWN WORKPLACE |
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Your answer:
Question B9
You now need to launch the social media campaign.
IF YOU ARE USING THE CASE STUDY Set up the ads on the relevant advertising platforms Ensure the ads are approved in time Ads are running as expected
IF YOU ARE USING YOUR OWN WORKPLACE |
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Your answer:
4. TASK C MANAGE SOCIAL MEDIA COMMUNITIES
4A. INSTRUCTIONS
Task C follows on from Task B. In this task, you are to develop a community management plan. Then launch a social media advertising campaign and implement community management.
IF YOU ARE USING THE CASE STUDY |
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4B. QUESTIONS
Question C1
To help with implementing your social media strategy, you need to develop a social media community management plan. Ensure your plan includes:
- An overview of relevant stakeholders and community members
- An outline of the brands personality on social media
- An allocation of roles and levels of responsibilities in regard to community management
- At least 7 pre-designed messages to respond to common questions expected from the community
- A description of relevant organisational policies on communication
- Policy and procedures for responding to comments, monitoring interactions and keeping records of communication
IF YOU ARE USING THE CASE STUDY IF YOU ARE USING YOUR OWN WORKPLACE |
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COMMUNITY MANAGEMENT PLAN TEMPLATE Alternatively, you may use a template from your workplace, as long it covers the requirements outlined above. You may: Write your plan directly into the space below, or Write your plan in another document and attach it below |
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(300-700 words)
Your answer:
Question C2
Explain how you have overseen community management and responded to issues.
IF YOU ARE USING THE CASE STUDY Explain how the example communication doesnt align with Ghosts brand personality Explain how the example communication doesnt meet Ghosts policies and procedures for social media Describe how you will manage this situation
IF YOU ARE USING YOUR OWN WORKPLACE How you have overseen community management What issues you have encountered when running the campaign How you have overcome them. Provide evidence of the issues you have experienced, such as in the form of screenshots, video recordings or meeting minutes. |
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(100-300 words)
Your answer:
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5. TASK D REVIEW PERFORMANCE
5A. INSTRUCTIONS
Task D follows on from Task C. In this task, you are to review and analyse the performance of the social media campaign
IF YOU ARE USING THE CASE STUDY IF YOU ARE USING YOUR OWN WORKPLACE |
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5B. QUESTIONS
Question D1
Prepare a report that evaluates the performance of the social media strategy to date.
Ensure your report:
- Explains the metrics and tools used to measure performance
- Analyses outcomes against campaign objectives and KPIs
- Reports on outcomes achieved across each social media platform
- Calculates campaign expenditure
- Determines budgetary variance from planned expenditure
- Recommends improvements to the social media approach
IF YOU ARE USING THE CASE STUDY |
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PERFORMANCE REPORT TEMPLATE Alternatively, you may use a template from your workplace, as long it covers the requirements outlined above. You may: Write your report directly into the space below, or Write your report in another document and attach it below |
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(250-500 words)
Your answer:
Question D2
Now you have evaluated social media performance, you need to share performance insights and recommendations with others. Set up a meeting with at least one stakeholder.
IF YOU ARE USING THE CASE STUDY You are to assume the role of a Senior Marketing Manager at Ghost. You are to meet with: Product Marketing Manager at Ghost The Head of Marketing at Ghost These positions can be role played by your trainer, friends, family members, other students in your unit or your work colleagues. To enable them to play these roles, you will need to provide them with the briefing instructions provided in the appendix of the Case Study Information document. IF YOU ARE USING YOUR OWN WORKPLACE You must meet with someone who has an interest in the brands social media performance. For example, you may choose to meet with a marketing performance, product marketing manager, or client. |
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Use the meeting:
- Report on social media performance
- Present recommendations for improvement
- Seek feedback from others
YOUR MEETING WILL BE OBSERVED Summarise the outcomes of the campaign and present recommendations Engage stakeholders and seek their feedback Use appropriate verbal and non-verbal communication Lead the meeting You may arrange a time for your trainer to observe your meeting in real-time either virtually or in person. Alternatively, you may record your meeting and provide a link to it. For example, you may upload your recording to YouTube as an unlisted video or provide a link to a Google Drive folder. If you are sharing a link, ensure you test your link to make sure it is working correctly. |
After your meeting, notes of what was discussed during your meeting, including the feedback received
(75-150 words)
6. ASSESSMENT SUBMISSION
6A. INSTRUCTIONS
Once you have completed Tasks A-D, you may submit your assessment. Ensure you do this by the provided due date.
Before submitting, use the checklist below to make sure you have completed all questions and provided all relevant evidence.
6B. CHECKLIST
STUDENT SELF-CHECKLIST |
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Instructions: Place a tick ? in the Yes (Y) column for each component you have completed. |
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Have you |
Related assessment question(s) |
Y ? |
Answered all knowledge questions? |
Task A, Questions A1 A5 |
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Answered all practical questions? |
Task B, Questions B1 B9 |
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Task C, Questions C1 C3 |
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Task D, Questions D1 D2 |
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Attached your social media strategy (if you created this as a separate document)? |
Task B, Question B4 |
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Attached your campaign schedule (if you created this as a separate document)? |
Task B, Question B6 |
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Attached your creative brief (if you created this as a separate document)? |
Task B, Question B7 |
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Attached your community management plan (if you created this as a separate document)? |
Task C, Question C1 |
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Attached your campaign performance report (if you created this as a separate document)? |
Task D, Question D1 |
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Provided a working link to a recording of your meeting (if your trainer did not observe your meeting virtually or in person)? |
Task D, Question D2 |
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7. APPENDIX
7A. SOCIAL MEDIA STRATEGY TEMPLATE
Instructions: Use the template to detail your social media strategy:
- Replace the parts highlighted in yellow with appropriate information for example, if you are creating a social media strategy for Bunnings, you would replace name of brand with Bunnings
- Further instructions on information to be included in various sections are provided below
SOCIAL MEDIA STRATEGY: NAME OF BRAND DATE 1. Introduction Instructions: Briefly introduce the social media strategy, including its goals. Also briefly summarise the brands current social media approach. 2. Objectives and KPIs Instructions: Detail at least two measurable objectives and Key Performance Indicators (KPIs) 3. Target audience Instructions: Briefly describe the target audience and how they will be reached. 4. Social media platforms Instructions: Outline the social media platforms to be used, including any new platforms that will be used and why. 5. Budget Instructions: Outline the budget required, including amounts needed for creative production and media spend across each social media platform used. 6. Legal and ethical requirements Instructions: Briefly explain how the strategy will meet legal and ethical requirements. 7. Action plan Instructions: Outline the actions required to implement your strategy. Ensure you include timelines and actions for campaign optimisation. Detail your action plan using the table below. You may add and delete rows as needed.
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7B. CAMPAIGN SCHEDULE TEMPLATE
Instructions: Use the template to detail your schedule:
- Replace the parts highlighted in yellow with appropriate information for example, if you are creating a schedule for Bunnings, you would replace name of brand with Bunnings
- Further instructions on information to be included in various sections are provided below
CAMPAIGN SCHEDULE: NAME OF BRAND NAME OF CAMPAIGN DATE Instructions: Document your schedule using the table below. You may add and delete rows as needed.
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7C. CREATIVE BRIEF TEMPLATE
Instructions: Use the template to detail your creative brief:
- Replace the parts highlighted in yellow with appropriate information for example, if you are creating a creative brief for Bunnings, you would replace name of brand with Bunnings
- Further instructions on information to be included in various sections are provided below
CREATIVE BRIEF: NAME OF BRAND AND CAMPAIGN DATE 1. Background and objectives Instructions: Describe the purpose of the content to be created and its objectives. 2. Target audience Instructions: Describe characteristics of the target audience for the content. 3. Key messages Instructions: Outline the key messages to be communicated. 4. Supporting information Instructions: Describe information that supports the key messages. 5. Deliverables Instructions: Detail the deliverables to be created. 6. Timeframes Instructions: Outline deadlines and other timeframes for creating the content. |
7D. COMMUNITY MANAGEMENT PLAN TEMPLATE
Instructions: Use the template to detail your plan:
- Replace the parts highlighted in yellow with appropriate information for example, if you are creating a community management plan for Bunnings, you would replace name of brand with Bunnings
- Further instructions on information to be included in various sections are provided below
COMMUNITY MANAGEMENT PLAN: NAME OF BRAND DATE 1. Introduction Instructions: Describe the purpose of this plan and give an overview of the current company policy on communication. 2. Stakeholders and community members Instructions: Provide an overview of stakeholders and community members relevant to the brands social media community management. Make sure you consider the audience the brand will be interacting with on social media. Also, consider anyone in your organisation who will be involved in community management. 3. Community management approach Instructions: Describe the approaches and tactics that will be used for community management. 4. Roles and responsibilities Instructions: Outline roles and responsibilities relating to community management. Answer using the table provided below. You may add and delete rows as needed.
5. Brand personality Instructions: Outline the brand personality for social media. Describe who the brand would be as a person and how they would talk. 6. Pre-designed messages Instructions: Provide at least seven pre-designed messages to be used in response to common questions and comments expected on social media. Answer using the table provided below. You may add and delete rows as needed.
7. Community management policy and procedures Instructions: Develop a social community management policy. Then outline at least two procedures to support the implementation of this policy. |
7E. SOCIAL MEDIA PERFORMANCE REPORT TEMPLATE
Instructions: Use the template to detail your performance report:
- Replace the parts highlighted in yellow with appropriate information for example, if you are creating a performance report for Bunnings, you would replace name of brand with Bunnings
- Further instructions on information to be included in various sections are provided below
SOCIAL MEDIA PERFORMANCE REPORT: NAME OF BRAND DATE 1. Introduction Instructions: Provide a brief summary that introduces the social media strategy and its results. Consider describing what its implementation has involved and what it intended to achieve. 2. Overall performance Instructions: Explain the metrics and tools used to measure performance. Also, compare the performance against its overall objectives. 3. Performance by platform Instructions: Describe the performance outcomes achieved across each social media platform, including performance against KPIs. 4. Budget review Instructions: Calculate and document expenditure. Then determine and describe the budgetary variance from the planned expenditure. Use the table below to record your answer. You may add or remove rows as needed.
5. Recommendations Instructions: Describe at least two improvements that can be made or lessons for future campaigns. |
