PROJECT 1

1- Your organisation has spent time and money on designing and

developing a new product/ service for entry into the market. The product/
service has been developed as a result of market research which showed that a
specific target market would purchase the product/ service once it was
produced. Include your market research methods and findings as a part of your
answer. Explain what the product/ service is, its benefits and strengths as well
as its target market. You might use a real product or service or create one of
your own. (300–500 words).

SERVICE

COMMUNITY MANAGER, is the professional responsible for building, managing and

managing the online community around a brand on the internet, creating and
maintaining stable and lasting relationships with its customers, its fans and, in general,
any user interested in the brand.

BENEFITS

 Position of the company in the networks: One of the benefits that

the Community Manger will carry out being one of the most important, will be to
increase the notoriety of your brand or company in the network.

Closer and more direct relationship with your clients: You will have a
person in charge of dealing directly with your audience, in a close and simple
way.

Personification of the brand: It is very important to reach our customers,

users or followers, that behind our brand there are people.

 Fast and online response to customers.

Getting to reach different types of audiences: One of the advantages that

will be provided by having an expert in content marketing and management of
online communities in our staff, will be to reach different types of audiences.

STRENGTHS

Brand Awareness: We will not be able to interact with our followers to answer your
question, to give advice if we do not start from the base of a deep knowledge of our
brand and everything related to it, the position of Community manager implies a
continuous Learning of our brand.

Empathy : The Empathy is one of the main qualities that must have a
good Community Manager, the ability to read between the lines what an individual
may feel will be of great help, knowledge get in the skin of another, and know what is
the feeling that reality can affect another person.
Rapid response capacity : The adequacy and speed of response, the advance as
far as possible to the possible complaints or crises of our brand is another of the
qualities that a good Community manager must possess.

TARGET MARKET

Our main objective is to reach as many people as possible, but not just any number of
people, but who are interested in the product or service we offer.
The latter will become our target audience. To identify it we can handle three types of
criteria:
 Social demographics, which include variables such as sex, age, education
level, home position, etc.
 Socioeconomic, which include variables such as income level, consumption,
social class, etc.
 Psychographic, which help us to understand the behavior of individuals, and
include variables such as personality, value system, lifestyle, etc.
The purpose is a segmentation, the more accurate and more filters you have, the
better the result.

MARKET RESEARCH

The objective of this communication is to deepen the professional profile of

the Community Manager, as well as analyze its incorporation into the advertising
market. The starting hypothesis highlights the Community Manager as a professional
currently demanded by the advertising companies and whose profile is
being integrated into the structures of the actors of the advertising system.

To achieve the objectives set and demonstrate the working hypothesis, the
methodology has been based on two techniques that can be framed within the
qualitative research due to the nature of the data obtained and the analysis that has
been carried out on them: documentary research , reviewing the professional
and academic publications that exist on this figure, and a self-administered survey
with open questions to professionals in the advertising sector who
perform Community Manager functions . It is determined that there are several social
media groups, of many ages those who are more demanding in the networks are in
the ages of 15 to 35 years of all genders.
2- Having produced this new item it is necessary to bring it to the awareness
of the buying public. How will you do this? In a report format explain each of the
steps that would be taken to plan and carry out a promotional campaign and the
specific conditions that would need to be taken into consideration.

Describe the methods you would use to:

 set and communicate promotional goals/ objectives

 examine the situation and decide on a plan of action
 comply with legislation
 allocate roles and responsibilities to individual members of your team
 determine the resources you will require (including team members)
 set appropriate time lines for the campaign
 schedule promotional activities
 describe how you will obtain budget figures and relate actual costs to
the budget
 determine the promotional activities that should be planned
 document the key messages of the campaign
 identify and select media vehicles
 set-up relationships/ networks to assist with the promotion
 monitor the promotion
 analyse audience feedback
 assess the effectiveness of planning processes
 evaluate the results of the promotion
 draft conclusions and recommendations on future directions of
promotional activities
 communicate the success/ failure of the campaign to those involved

(1,500–2,000 words)

INTRODUCTION

The Network is nowadays one of the fundamental tools in the interaction and
communication of people, companies and institutions. The Internet has become for
many companies the ideal medium to personalize their message, interact with the
recipient and thus satisfy our expectations as customers. Affinity with the target
audience, generation of notoriety with reduced costs, segmentation and real-time
measurement are some of the advantages of the medium most praised by advertisers.

With all these platforms available to the advertiser, Web 2.0 has generated a revolution
in the field of advertising, in particular, and business communication, in
general. Integral communication, today more than ever, involves precisely integrating
the current and / or potential consumer in the center of the process, according to
philosophy 2.0 .
The management of the company's reputation on the Web is becoming one of its main
concerns, as the social web is a channel in which the interconnectivity between users
allows them to express and publicly share their opinions and experiences as
consumers. It is the figure of the Community Manager that has come to cover this
concern, as the profile responsible for managing the reputation and conversation
of the company in Social Media in a professional manner.

OBJECTIVES

 Creation of online community, generate empathy and attract new users.

 Implementation and monitoring of publications.
 Make the brand known through the different channels in Social Networks
 Plan and execute the actions online
 Enhance the brand message
 Expand the public to have more arrival and enable the increase of potential
customers
 Increase visibility and website traffic and increase subscriptions

GOALS

 Development and implementation of the Social Media strategy.

 Interaction with online communities
 Manage the brand's digital communication channels daily
 Content generation for networks. Creation of slogans seeking dialogue and
participation (5 weekly publications)
 Creativity for campaigns and actions
 Design, planning and execution of strategies and campaigns in Facebook Ads
 Pixel settings for Facebook conversions to optimize campaigns and audiences
 Customer Support
 Monitoring
 Graphic design
 Biweekly Reports

LEGISLATION

Australia has several million daily Internet users, connected with

broadband. has several million regular
Internet users connected via Broad Band. Advertising with "banners" and pop-ups
appears directly on the websites. Mail advertising expands, but anti-spam legislation
controls this marketing practice strictly. The marketing on mobile devices (M-
marketing) is limited. The telemarketing is well developed, but it is perceived more as
a nuisance than a service. It is also controlled by legislation, which will enable citizens
to leave telephone lists telemarketing.

ROLES AND RESPONSIBILITIES

Roles
A social media manager: The biggest trend associated with modern social media
management is the ability to strategically create and distribute the content of a brand
through a variety of different social networks.
Content creator. Digital content is any form of data or information
in digital form (electronic files), as opposed to physical form, that is the main activity
of a content creator.
Community manager:

o Create presence in social networks.

o Establish and maintain loyalty to the brand, products or services.
o Investigate about the competition.
o Create advertising and communication strategies.
o Segment the target audience according to the communication
platform itself, be it Facebook, Twitter, Linkedin, etc.
o Get the public of interest to follow the company in the different social
networks.

RESOURCES

Technological resources

 Latest computer or laptop

 Broadband internet
 Digital tools for content
 Digital platforms

Human Resources

 3 people: content creator, advertising designer and social media manager.

Financial resources

 $ 380 per month

DEADLINE FOR CAMPAIGNS

 7- day deadlines are set for social media campaigns.

 When they are months of promotions it is given with 10 days of campaigns.

PROMOTIONAL ACTIVITIES

C hatbots ; those digital tools that communicate and solve customer problems without
requiring human intervention. The chatbots integrate with common applications
platform for users, such as social networks or websites .
Raffles: In raffles users receive a prize that can go from one of your products, the
special edition of someone else, including new product launches.

Photo Contest . Unlike the video contest, in this case the dynamics are a bit simpler,
the promotion rules are defined, a certain number of finalists are selected and the
photographs are put to the vote by the public.

Registration prize : You can store you do not have physical , but even so can make
known your articles proposing a raffle where regales your products. You can create
a registration form where users leave their contact information and tell you which
product they are most interested in.

BUDGET

ACTIVITIES TO BE PLANNING

 Creative advertising in photographs for social networks.

 Content in blogs.
 Content produced by users on YouTube .

KEY MESSAGES OF THE CAMPAIGN

1) Sure
Creativity should enhance the meaning of the message, not obscure it. Be clear on
what you want to convey and you will need fewer words to say it. An effective
advertisement is an advertisement that the client understands, wants to know more or
take action. Very often, in order to make ourselves noticed, we sacrifice clarity. An
example of clarity is the message of the traditional 28 Sport shoes from
Argentina: «Made as they were before» .

2) Concise
The brevity and concretion makes the consumer require less time and effort to
understand what he wants to say. Quickly identify the reason why you should pay
attention to your value proposition. This does not mean that I cannot develop the
message and explain later and in more detail some of the aspects. A concise message
is, for example, the aggressive advertising slogan of Similar Pharmacies
in Mexico : "The same but cheaper . "
3) Focused
Focus on one thing. An announcement, an idea. It is tempting to use a piece of
communication to say all the good things your product or service can do for the
customer. The problem is that the more information you communicate, the less the
customer will retain and be lost among the large number of arguments, without really
identifying what is that unique and relevant reason why you should prefer it. Every
product, service, business, brand or professional has many positive things that I could
communicate. However, for communication to be effective, it must focus on a central
idea so that the message is clear. When wanting to communicate everything ends up
communicating nothing.

4) Direct
A direct message is a message that gets to the point. That gives a specific reason,
transmits a benefit or invites to take an action. It leaves no room for interpretation of
what the client is supposed to do. A direct message is that of Colgate Ultra Blanco, in
which it communicates the benefit of the product: «Whiter teeth in 14 days» .

5) Credible
Finally, for an advertising message to be effective, it must be credible. Consumers
know that paper can with everything. They have been victims of deceptive advertising
and promises that go beyond what the product can achieve. Credibility builds trust and
makes the client the next step that seeks communication. A message must be
technically credible within what the consumer considers feasible and viable, such as
that of Mister Tru empanadas : "Do not fall apart in the pan . "

COMMUNICATION MEDIA

 Social network Facebook : The social network of Facebook is the most

used and therefore with more users in the world. It has more than 2000 million
active users.
 YouTube social network : YouTube is in second place with 1500 million
users according to the study. It is a website where its users can share videos of
almost any subject (music, series, movies, tutorials, etc.)
 Facebook Messenger : Facebook Messenger is the messaging service of
the social network Facebook. This service was developed as Facebook Chat in
2008 and currently has 1,500 million users.
 WeChat application : It is another instant messaging service that
competes directly with others such as WhatsApp or Line having already more
than 800 million users.
 Social network Instagram : This social network was bought by Facebook
in 2012. It is used to share photos and videos and has incorporated a new feature
identical to Snapchat (Instagram Stories ) , which allows you to publish photos
and videos that disappear in 24 hours.
 Twitter social network : It is a social network that allows its users to send
and read texts .
 MONITORING AND AUDIT

Facebook Insights is the Facebook Analytics system . To use it, you must have a
Facebook page. Compared to other social networks, it gives very complete information
about what happens on the page.

Twitter Analytics is the Twitter analytics system. It presents a complete information

of what happens in the Twitter account.

Google Analytics : An indispensable analytics tool for the Community Manager as it

allows you to identify what happens with the traffic that leads to your website or blog.

ANALI SIS OF HEARING COMMENTS

The following comments from social networks are analyzed:

Social networks have advantages and disadvantages, the advantages are encounters
with acquaintances, interacting with new people, sharing special moments, finding
information in real time, etc. The disadvantages are the dangers that can be had
according to the privacy of the person, people may change their behavior, lack of
control of personal data, they can become addictive and take a long time of the
determined, health damage physical and mental

CONCLUSIONS

 social networks are a type of communication, information and fun where we

can share sentimental, important moments; where we can express ourselves
towards others without having to be ashamed obviously taking precautions,
where we can spend time talking with friends or family on any subject.

 The Community Manager is the epitome of your brand on the networks,

therefore, you must always maintain 110% enthusiasm when sharing content,
promoting constant interaction and participation of the web community.

RECOMMENDATIONS

 Create Value Content: Content Marketing is changing the internet and the way
of advertising. Stop thinking about your commercial content and focus on
providing Value.

 Knowing the company and consumers: More than 8 specialists have

considered it very important to know very well the company, its sector and the
type of consumer they are targeting. It is probably one of the first things
a Community Manager has to do in a company. Start by doing a large analysis of
the sector and its strategy on the web.
  Have patience and perseverance: Things in Social Media are not
immediate. That is why you must arm yourself with patience and be very
constant. Not getting results in a month can cause you to change your strategy
without having given it a real opportunity.

COMPANY SUCCESS

There are few internet users who are unaware of the video campaign
of. Blendtec . " Will it Blend ?" Was a viral campaign whose main attraction was to
demonstrate that said kitchen accessory, TotalBlender , was capable of destroying
almost everything, from a baseball, an iPhone 3G, Nintendo Wii, to video games . In
addition, Internet users could write to Blendtec to suggest new objects that they want
to see crushed in future episodes.
According to Jeff Robe, marketing director of Blendtec , the videos have done more
than increase the share of mind of Blendtec ; Sales of these mixers have increased
700% since November 2006.

3. Provide an example or description of a promotional activity/

advertisement you would use to promote the product/ service. If you are
producing a print ad then a copy of the ad should be provided. If you are
producing a radio ad then the script for the advertisement should be
provided. Explain how this promotional activity/ advertisement will appeal
to and attract the target audience. (1 page).
 About us?
We are a team of communication and design professionals, curious, creative and
passionate about social networks, who enjoy what they do best: plan, create, and
communicate through these new channels. Our main commitments are innovation,
dedication, teamwork, responsibility and passion that we dedicate to the projects of
each of our clients. We understand the need to have a presence in social networks,
as well as the current situation, and that is why our packs include online marketing
solutions at a very competitive price.

Branding Strategy Make the brand known through all online actions and social media
advertising planning. To increase branding of a brand, different strategies will be used:
• Creation of designs and videos with images of products and / or services.
• Planning a campaign on Facebook, Twitter and other social networks.
• Creating a really impressive campaign that becomes viral.