By examining Chaffey’s 6cs, this blog will go into detail of one channel, which will be social media marketing. It will show a guide to create a social media marketing audit and it can help improve performance of a business or campaign.

Chaffey’s 6C’s Model

A social media audit is a “series of steps taken to evaluate and optimise a business’s social media profiles and strategies”, stated by (bigcommerce, 2017). By conducting a social media audit is to ensure that each of your profiles are functioning correctly. To do this, eradicate any unused or abandoned accounts and also use the correct channel for your brand, according to (hootsuite,2017).

To develop a successful social media communication strategy, POST is a useful framework to follow. By getting the right type of people and understanding the audience you are trying to attract. Examining the objectives by setting different goals for different objectives to engage with the customers. By looking at the strategy and how you are going to achieve your goals. By looking at the best social media platforms to use and tools to complete your tasks, stated by (Chaffey.D, et al., 2012).

1.) Search for Social media platforms?

By using Google analytics it can identify if there are any existing social media accounts such as Facebook, Twitter, Tumblr, Instagram,Snapchat, Vine and Periscope. By creating a table this can help identify which social media sites are currently being used and which sites are being unused or simply abandoned.

Social media metrics template

By making a spreadsheet you can track the frequency of each profile being updated and to see whether how often the followers and non followers visit the site to post comments and to respond to other peoples tweets. A social media analytics tool is a method of gathering data from social media platforms to help a business with developing its marketing strategy, stated by (Keyhole, 2017). Other analytic tools such as Namechk and Knowem can be used to find existing social media profiles.

To find out more Click Here

Keyhole, A social media analytics tool

2.) Analyze Audience Demographics?

There are various metrics which need to be addressed when looking at how the profiles are performing. Some of the main areas to focus on performance could be: Engagement, Link clicks, Shares, Referral traffic, Followers, Likes, Comments, Views and Impressions.

Sprout social, analytic tool

3.) Identify which social media posts are doing well and which are not?

A way to make it easier to see which posts are performing well in different areas is to categorize them.
• Entertainment
• Sports
• Education
• Media
• Videos
• Promotion

4.) Identify the most shared content?

The purpose of doing this is to see which posts are getting the most shares, likes and impressions. A tool like Buzzsumo can be used to help get the data.

Click Here for Buzzsumo

Most shared content

5.) Check your Branding?

The steps to follow when doing branding for a social media audit is to examine the Bio for each profile, the URL for the Bio, Check if it’s Verified or not and to see if your brand matches the style guidelines. If your social media graphics are inconsistent, you can Visit Here for Landscape which will give you a guide.

6.) Define your Audience?

To get the right audience you are trying to target, you need to find out whether your followers are actually engaging with you and your content. You can use Sprout’s Audience Demographic to view the audience by age and gender. It will be useful to put your information in a spreadsheet to make it easier to compare audiences. It’s important to find out when the best time to share your content by looking at peak times from different posts from other people.

7.) Use different social media platforms?

By finding out which social media platform is the most popular and being used regularly will help you decide which social media platforms to use presently and in the future. To find out more information, Click Here.

8.) Calculating your ROI

It’s important to measure Social ROI, as this can help save time and spend less money on activities which aren’t benefiting your business. A simple calculation can be used to calculate Social ROI:

                                            (Earnings – Costs) x 100 / Costs

Some of the areas which are potential costs: Ad spend , Agency fees, Employees , Management tools, Software, Apps and Equipment. To find out more, Visit Here.

9.) Making new objectives and future goals

The whole idea of making a social media audit is to give a better understanding of the position you are currently at and to see how you might evolve in the future by creating new plans. Another way to help assess your social media content is by creating a SWOT analysis, showing the pros and cons of each of your social media platforms.

References

Bigcommerce (2017) What is a Social media audit? Optimize your social media for ecommerce success [online] , Available at < https://www.bigcommerce.co.uk/ecommerce-answers/what-is-a-social-media-audit-how-to-do-it/> [Accessed on 20th of November 2017]

Bufferapp (2017) Where Social Media is Headed in 2017: The Biggest Trends to Watch For [online], Available at, < https://blog.bufferapp.com/state-of-social-media> [Accessed on 21st of November 2017]

Buzzsumo (2017) Analyze what content performs best for any topic or competitor [online], Available at, < http://buzzsumo.com/> [Accessed on 21st of November 2017]

Chaffey.D,Chadwick-Ellis.F (2012) Digital Marketing Strategy, Implementation and Practice. Fifth Edition. Harlow.Pearson Education Limited.

Hootsuite (2017) A Social Media Audit Template and Guide for Marketers [online], Available at,
< https://blog.hootsuite.com/social-media-audit-template/> [ Accessed on 20th of November 2017]

Keyhole (2017) A list of the top 25 social media analytics tools [online], Available at,
< http://keyhole.co/blog/list-of-the-top-25-social-media-analytics-tools/> [Accessed on 20th of November 2017]

Pinterest (2017) Chaffey’s 6C’s Model [online], Available at,
< https://www.pinterest.com/pin/158540849358509167/> [Accessed on 21st of November]

Simplymeasured (2015) How to Perform an Internal Social Media Audit [online], Available at,
< https://simplymeasured.com/blog/how-to-perform-an-internal-social-media-audit/#sm.00009v3veo4zaf9azai1bdujk3r8v> [Accessed on 21st of November]

Socialmediaexaminer (2017) How to Conduct a Social Media Audit [online], Available at,
< https://www.socialmediaexaminer.com/how-to-conduct-social-media-audit/> [Accessed on 21st of November]

Sproutsocial (2017) How to Perform a Social Media Audit: Our Free Template Included [online], Available at, < https://sproutsocial.com/insights/social-media-audit/> [Accessed on 21st of November 2017]

Sproutsocial (2017) Powerful Twitter Analytics for Social Business [online], Available at,
< https://sproutsocial.com/features/twitter-analytics> [Accessed on 21st of November 2017]

Sproutsocial (2017) Streamlined image resizing for Social media [online], Available at,
< https://sproutsocial.com/landscape> [Accessed on 21st of November 2017]

Introduction

Waitrose a high end supermarket in connection with the John Lewis Partnership, it sells a variety of products online whether its groceries, entertainment, cellar, florist, garden, pet and gifts. The website itself is  user friendly, making it easy for customers to place orders and it also promotes it’s brand. The website has contact details and help and support if customers need any queries regarding to orders, setting up accounts and any problems regarding of their products. The layout of the website is clear, there are some pictures which promote deals for offers such as dinner for two for £15 and a video which shows how to make tortilla pizzas.

The Website

By examining the online hierachy of needs it states three elements in a website design, these are: Functional convenience, Represensational delight and Structural firmness, stated by (Valacich.S et al 2007)  Out of the three elements, functional convenience seems to be more focused  than the others with the waitrose website.  The website is easy to navigate, has one click ordering like amazon, has an order tracking system so customers can trace their orders and their is a variety of different cards which can be used for payment. Waitrose also offer free next day delivery when a customer spends £60, free click and collect when customers spend £40 accoridng to waitrose (2017). Waitrose obides by the rules and regulations, it has a section detailing the terms of service making it a secure website so customer details and payment transactions are safe and secure when purchasing orders online.  The information about its products are clear and gives customers confidence in the prudcts they are purchasing. There are many hyperlinks which help customers and interest customers  with buying their products such as offers, favourites, Christmas, Inspiration, Recipes and Tv.

Recommendations

By looking at the website, the layout is portrait and it does not utilise the space well. By making it landscape, Waitrose could provide more pictures of its products and promote more of its deals to its customers. There does not seem to be a link for customers using mobile devices or other devices such as tablets, if a link was created and made easy to see this could attract more customers and encourage further sales. There only seems to be one video, if waitrose can create more videos on its products, rather than showing customers how to make products this could create more awareness and promote its brand more.

References

Valacich, J.S., Parboteeah, D.V. and Wells, J.D., 2007. The online consumer’s hierarchy of needs. Communications of the ACM, 50(9), pp.84-90

http://www.waitrose.com ‘waitrose website’ (2017) [online] [accessed on 25th of October 2017]

Game of Thrones

Game of Thrones is currently the world’s most popular TV show, it has been growing in popularity over the years and still is currently growing, when it first came out  in June 19th 2011 there were approximately 2.52 million viewers in season 1 and in season 7 there has been a rapid increase of 10.26 million viewers in 27th August 2017, according to Wikipedia (2017).

There have been 7 seasons to date and HBO are creating one more season next year, on average they spend a million dollars on each episode.

The DDB  launched a campaign in New Zealand to help attract more customers to the TV show where it reached 43 million people in 168 countries. The DDB also created a seven metre statue of King Joffrey atop a plinth in Aotea Square, stated by Game of thrones case study pdf (2017) . By doing this the DDB wanted to do a different approach in promoting their campaign other than just using digital marketing methods. The statue created a lot of media attention and people began taking photos and posting it on social media and tweeting to their friends.

King Joffrey during season 4 was one of the main characters which sparked interest in the Game of Thrones community there has been online communities creating discussions about the character.

The episode which attracted the most views in the TV show is “The Dragon and the Wolf” which is the last episode of Season 7, which is one of the longest episodes created.

You can read more:

https://en.wikipedia.org/wiki/List_of_Game_of_Thrones_episodes.com

https://studentcentral.brighton.ac.uk. game of thrones case study Pdf