QueryClick (http://uk.queryclick.com/en/) are a leading independent digital marketing consultancy founded in 2008 to challenge traditional advertising agency models servicing large brands. Together, QueryClick and Heriot Watt University have developed a digital marketing assignment which will enable you to develop and display digital marketing knowledge that is valued by employers.
The brief is to design and critically evaluate a social media content plan that will achieve the following SMART consumer engagement outcomes for a leading online UK-based outdoor activewear retailer (i.e such as Tiso, Mountain Warehouse or Trespass). Specifically:
To increase the number of referrals from owned social media to the retailers website from currently 150 to 300 over the course of one week.
You are asked to create a plan that involves and integrates two social media channels.
below are the headings that need to be addressed. This report also requires research on the chosen brand out of the 3 listed above.
1. Using Social Impact Theory: Content/criticality, relevance, accuracy and use of citation (Academic and Industry)
2.1 Proposed Content Plan for Two Social Media Channels: Relevance and accuracy
2.2 Example Post(s) for Engagement: Relevance and Creativity
2.3 Critical Assessment of Content Strategy: Content/criticality, relevance, accuracy and use of citation (Academic and Industry)
3.1 Key Analytics: Relevance and accuracy
3.2 Tweaks to Content Plan: Content (application of theory), Relevance and Accuracy
3.3 Risks of Content Tweaks : Content/criticality, relevance, accuracy and use of citation (Academic and industry)
4. REFERENCES: Accurate Harvard style citation of MIN 10 appropriate academic references. No Bibliography needed
5. APPENDIX: Misuse will result in a potential reduction of 5 marks.
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