B2W Group Virtual Learning Environment



Unit 7 breakdown - Principles of social media advertising and promotionOutcome 1 Be able to plan how to use digital vouchers for marketing purposesCreate a presentation on the use of digital vouchers which covers all the following points:Define & explain the use of digital vouchers (1.1,1.2)Your definition should be in your own words and you should explain how digital vouchers are used as part of a marketing strategy. Research and display disadvantages of digital vouchers (1.3)This point asks you to ‘display’ disadvantages of digital vouchers – meaning it is important to include screenshots of your research. Research how to overcome the barriers of using digital vouchers for acquisition and retention of customers (1.4)Make sure to include a mention of the two key terms in this point (acquisition and retention) – show your understanding of the terms and then relate this to digital vouchers. Plan a SMART digital voucher campaign for a business (1.5)To cover this point, you only need to plan the campaign, you don’t need to actually run the campaign. Break the SMART model down and relate it to the use of digital vouchers for your own organisation. For example, you might want to increase conversions through the website by sending a digital voucher code to all current customers through email. This could be the basis of your point, but you need to include more detail and relate your points to the SMART model. Explain methods of managing a digital voucher system (1.6)Explain how to measure the effectiveness of a digital voucher campaign (1.7)If you would prefer to present your answer to this question as a report instead of a PowerPoint, that is fine. Break your answer down into the 6 bullet points and remember to include examples/screenshots to support your written points. For the points that ask you to ‘research’, try to include a few snippets of information you have found from your research into this topic. (Remember to reference the information you have taken from the internet). Outcome 2 Be able to plan the implementation of social networking site advertising campaigns for marketing purposesQ&A(2.1,2.3)Explain factors to consider when creating social networking site adverts and the importance of identifying the required outcomes from the social networking advertising campaignsQ&A(2.2,2.5)Justify the use of social networking site advertising campaigns & explain why a social networking advertising campaign might failTo cover the command verb ‘justify’, you should use examples of the benefits of working with social networking advertising campaigns. You might choose to refer to your own experiences/examples, or you might carry out your own research. You then need to explain the factors that might cause the campaign to fail (e.g. lack of planning/budget/not understanding the audience). Q&A(2.4,2.6)Explain advantages of creating more than one advertising campaign running in parallel on the same social networking site & produce a brief plan to create parallel social networking site advertising campaigns for a business of your choice, or link to your own organisation/businessQ&A(2.7,2.8)Explain methods of monitoring social networking site advertising campaigns & identify changes that might be required for a Social Networking advertising campaign based on monitoring resultsThese are short answer questions, meaning you can type your answers directly onto Equal. However, please remember to always write your answers in full sentences and please follow the command verb of the question. The majority of these questions ask you to ‘explain’ your points, therefore, you will need to include reasons ‘how’ and ‘why’ to support your ideas and also incorporate examples, where possible, relating to your own company/experiences. Outcome 3 Understand the use of promotional campaigns on social networking sitesWrite a short report comparing 2 social media promotional campaigns. You can use a campaign linked to your own business/organisation or choose a different relevant example.Your report must cover the following points:Definition of promotional campaigns on social networking sites (3.1)A clear comparison of 2 different types of promotional campaigns on social networking sites (3.2)Explain the use of promotional campaigns on social networking sites (3.3)Explain the limitations imposed by social networking sites on promotional campaigns (3.4)Explain how to comply with restrictions (3.5)Explain risk factors which could cause negative PR when running a promotional campaign (3.6)The majority of the points in this report ask you to ‘explain’, meaning you need to incorporate reasons to support your points and show your full understanding. A great way to do this is to use examples to support your own ideas. For the comparison part of the report, you can choose one of your own campaigns and one from a competitor, or you can research campaigns from different organisations. However, please remember to write the majority of your answer in your own words and only use small snippets of information from the internet to support your points (e.g. you might include a few statistics you have found online). Always remember to reference information from the internet!! Re-read the points a few times to ensure all are covered in your answer. Outcome 4 Understand current national and international legal and organisational guidelines for a social networking advertising/promotional campaign(4.1)Q&AExplain the current national and international legal and organisational guidelines relating to the use of social networking site adverts.(4.2)Q&AExplain the importance of following current national and international legal and organisational guidelines for a social networking advertising/promotional campaignThese should be quite straightforward and are only short-answer questions so a paragraph or two will be enough to meet the criteria. The command verb for these questions is ‘explain’, meaning you need to included reasons to support your points and examples to add context to your ideas. For the first question, you could explain a few of the current national and international legal guidelines and then discuss the steps you take to ensure you comply with the rules. For the second question, you could explain the importance of following these guidelines and then include an example of a company/person that has not followed the rules and how the negative backlash of that. ................
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