Professional Documents
Culture Documents
Title Page 1
KNOWLEDGE &
Statement of Authorship:
COMMUNICATIO
N
DESIGN &
Student Declaration:
DEVELOPMENT
I, Wai Chai Tam, declare that; IMPLEMENTATION
& EVALUATION
I completed this assessment without any direct
assistance from any other source other
than those listed in my bibliography or that are accepted
by the teacher (which may include group work.)
Main body
DESCRIPTION
The client who has reached out to a digital marketing specialist, is identified as Lawn A-Bane which is a
Queensland clothing company. The founder and CEO of the company would like to transform their
business from a moderately successful regional brand to an A-list, top shelf, celebrity-rated, must have
brand, in other words, an internationally recognised brand. Jeremy Jane Clarkson believes that since the
products sold by the company are already simply awesome, a new marketing initiative is needed to
1 This graph shows the amount of Instagram followers that brand accounts have with National Geographic in first
place.
take Lawn A-Bane to the next level. Currently, the business incorporates a marketing strategy which
involves pamphlet drops, newspaper advertisements and local radio spots. This strategy is not keeping
track with the business growth and needs to be changed in order for the company to grow larger. The
renewed strategy will outline how the company will use social media to transform its brand such as
promotional campaigns using UGC for shareable content and customer-business interactions with
giveaways or customer service, for example. The social media marketing campaign designed for Lawn A-
Bane will successfully meet the companys demands and request as well as promote their services to a
large audience on social media.
SIMPLIFICATIONS, ASSUMPTIONS AND BOUNDARIES
Simplifications, assumptions and boundaries are important to address in case of a misunderstanding
between the client and the digital marketing specialist. Because the client did not outline all that they
requested in detail, assumptions and simplifications are bound to be made.
Assumptions that need to be considered in the social media marketing strategy include: how Lawn A-
Bane would like to promote, for example, through the use of videos or pictures and what kind of content
the client would like to include in posts. It is assumed that the company would like to promote their
products and services through videos, pictures and text-based posts as they are the most popular form
of communication on social media platforms. The content of those posts may contain the business logo,
slogan or motto, visual components such as models, colours, clothing as well as hashtags to reach a
wider audience, maintain engagement and connections with consumers. It is also assumed that the
target audience of the client have access to the social media platforms that will be recommended as well
as the capability of the clients employees to implement the strategies and the client has the facilities for
photography or videos which will be further discussed in the strategies.
Simplifications were made for the convenience of the digital marketing strategist and the client. The
number of social platforms considered for the market strategy was originally six platforms (YouTube,
Facebook, Instagram, Snapchat, Twitter and Google+). However, it was decided that managing six social
media platforms on the first digital marketing campaign would prove to be difficult to accomplish as the
staff of Lawn A-Bane would not be familiar with the processes of social media marketing. Therefore, the
number of social media platforms were reduced to three (Facebook, Instagram and Snapchat). The
clients requirements for the digital marketing strategy has been considered in all assumptions and
simplifications. All addressed points will decrease misunderstanding between the two parties, the client
and digital marketing specialist and serve to efficiently fulfil the requests and requirements of the client.
Analysis
SOCIAL MEDIA PLATFORMS
Social media has changed the way businesses advertise themselves. They can market products,
promote brands, connect to current customers and foster new business.[ CITATION Mar13 \l 3081 ]
From a business point of view, social media marketing is a way to expose their brand and broaden their
customer range. One of the advantageous characteristics of social media marketing is social customer
relationship marketing. From a consumers perspective, they are able to easily contact the company and
share their good or bad experiences with them. By using social media, the business can respond quickly
to an inquiry and attend to customer problems as well as maintain, regain or build customer confidence
in the business. There are many social media platforms that allow such connections between customers
and the business[ CITATION Mar13 \l 3081 ]. The chosen social media platforms for Lawn A-Bane are
Facebook, Instagram and Snapchat. According to the Modo Labs Team, young adults, from the age of
eighteen to twenty-four, favour visual communication in the form of videos, pictures and gifs[ CITATION
Mod16 \l 3081 ]. Using social media platforms that utilises these types of text would benefit Lawn A-
Bane; hence, Facebook, Instagram and Snapchat being recommended for the business. These social
media platforms fulfil the requirement of Lawn A-Bane of utilising a digital marketing strategy to help
upgrade the business into an A-list, top shelf, celebrity-rated, must have brand.
FACEBOOK
Facebook is a for-profit corporation and an online social media and networking site as well as a service
where users can post comments, share photographs, and link to news or other interesting content on
the Web, play games, chat live, and even stream live videos. [ CITATION Dan17 \l 3081 ] Since its launch
thirteen years ago, Facebook has a revenue of $27.638 billion [ CITATION Goo17 \l 3081 ]. Being the most
popular social media site as of current, with over two billion users in total[ CITATION Mar17 \l 3081 ]
&[ CITATION Pri17 \l 3081 ], Facebook would be an appropriate choice. With a large variety of users,
Lawn A-Bane is guaranteed to reach out to their desired audience of females from twenty-five to forty-
five years old[ CITATION Elo14 \l 3081 ] because 84% of adults aged thirty to forty-nine on the Internet
are Facebook users [ CITATION Gre16 \l 3081 ]. To promote Lawn A-Bane, the content of Facebook posts
would be a combination of text, pictures and videos as Facebook allows a variety of methods for
communication. These posts should contain the business logo, motto or slogan and the product being
advertised. This would ensure full advertisement of the business to their target audience, meeting the
request of the client.
INSTAGRAM
Created by Kevin Systrom and Mike Krieger[ CITATION
Chr12 \l 3081 ], Instagram is a growing social media
application available on mobile and desktop[ CITATION
Eli17 \l 3081 ]. The picture on the left2 shows how
Instagram has grown in the number of users from January
2013. As of April 2017, Instagram has over 700 million
active users. Although significantly less users than
Facebook, the social media platform would allow the client
to advertise to a wider audience. According to statistics,
48.8% of worldwide brands use Instagram as a means of
advertisement[ CITATION Sal17 \l 3081 ]. Instagrams
functionality as a visually-focused platform lets a
F IGURE 2: SOURCED FROM STATISTA
user to scroll through photographs, boomerangs
or videos[ CITATION Eli171 \l 3081 ]. By using this function, Lawn A-Bane is able to promote their
products and services through the mentioned methods above. With 700 million active users on
Instagram, the social media platform has no recorded instance of desktop usage; forty-seven percent of
2 This graph shows the growth of Instagram and regards to number of users. It has risen exponentially over four
years.
users access the application on mobile and fifty-three percent access through tablets[ CITATION Gue15 \l
3081 ]. Because of the way Instagram functions being able to view on post at a time the client is
able to take advantage and promote themselves with a sponsored post. By creating a creative and
unique post, the client may capture a users attention and successfully promote their products and
services.
The client can further create unique posts with a boomerang. It is an
app made by Instagram that allows a user to take bursts of photos
which are then stitched together to form a gif-like image that plays,
reserves then loops back to the beginning[ CITATION Ely15 \l 3081 ].
Posting a boomerang ensures the client to be central to the main
point of their post such as promoting a new clothing line or service
and creating interest for their business.
According to statistics, 80% of Instagram users come of outside of
the USA and a total of 68% of accounts belong to women. With Lawn
A-Bane specifically selling active wear for women, Instagram is a
great place for the business to start their social media marketing
campaign. With a high percentage of users accessing the application
daily (as shown on left3), this would ensure a wide exposure for the
business to a large audience on Instagram. In addition, the ideas
presented above effectively meet the clients request.
F IGURE 3: SO URCED FROM PEW R ESEACH C ENTRE
SNAPCHAT
The more recent social media platform, Snapchat is created by Snap
Inc which is founded and owned by Evan Spiegel[ CITATION New17 \l
3081 ]. As of current, the application has over 300 million monthly
active users and 173 million daily active users[ CITATION Sal171 \l
3081 ]. As shown on the graphs to the left4, Snapchat attracts a wide
range of demographics. The target audience of the client is the
demographic of users aged between twenty-five and forty-five years
old. This group of people make up 49% of all Snapchat users. The
number of twenty-five-year-old Snapchat users make up half of new
F IGURE 4: S OURCED FROM D EMO D ATA users and are exceptionally active on the platform and roughly 70%
of Snapchat users are female. This would give the client many
advantages when promoting their business such as increased sales and interest in their business as the
business target audience is females within the age range of twenty-five to forty-five years old. In
reference to a report by Snaplytics, more than half of Snapchat users will open a brands Snapchat story
and watch to the end. This would also ensure that Lawn A-Bane to effectively promote their business on
Snapchat through stores and advertisements.
3 The graph shows the number of users accessing social media site daily. Facebook and Instagram are the top two.
4 These two graphs indicate the demographic of users on Snapchat. 18-24-year-old users make up 45%, followed by
25-44-year-old users at 23%.
Conclusion
SUMMARY
Lawn A-Bane is a company that specialises in the design of active wear for women. The local business
had begun branching into different areas of South-East Queensland. However, the client, Lawn A-Bane,
has reached out to a digital marketing specialist to transform their local business into an international
brand through the use of social media marketing. Three social media platforms have been chosen which
are believed to benefit the company greatly. They are: Facebook, Instagram and Snapchat. These social
media platforms allow the client to access a large international audience. The strategies of each
platforms were discussed and analysed to determine the viability of these platforms in accordance to the
clients requirements. The social media platforms have successfully and effectively met the requests of
the client as these platforms are able to reach a wide audience and establish communication methods
that meticulously connects the client to their customers through social media posts, stories or updates.
There are some possible limitations that could come after the strategies have been implemented. These
limitations may include: the company closing down due to external reasons such as competition; the
social media platforms also shutting down due to similar external reasons; new policies created by the
social media platforms that may force the client to discontinue the strategies; the social media platforms
updating which may impact the strategies as they may no longer be relevant or effective and the client
no longer possessing the capabilities or facilities to implement the strategies. If this report were to be
done again, the businesses used in the Benefits and Uses sections would be changed to mention more
successful social media marketing strategies.
Appendix
BIBLIOGRAPHY
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Allen, R. (2017, May 16). Snapchat Marketing Statistics - Smart Insights Digital Marketing. Retrieved from Smart Insights: http://www.smartinsights.com/social-
media-marketing/snapchat-marketing-statistics/
Aslam, S. (2017, August 10). Instagram by the Numbers (2017): Stats, Demographics & Fun Facts. Retrieved from Omnicore:
https://www.omnicoreagency.com/instagram-statistics/
Aslam, S. (2017, August 11). Facebook by the Numbers: Stats, Demographics & Fun Facts. Retrieved from Omnicore: Facebook by the Numbers: Stats,
Demographics & Fun Facts
Aslam, S. (2017, August 12). Snapchat by the Numbers: Stats, Demographics & Fun Facts. Retrieved from Omnicore:
https://www.omnicoreagency.com/snapchat-statistics/
Betters, E. (2015, October 22). What is Instagram's new Boomerang app and how does it work? - Pocket-Lint. Retrieved from Pocket Lint: http://www.pocket-
lint.com/news/135691-what-is-instagram-s-new-boomerang-app-and-how-does-it-work
Chaffey, D. (2017, April 27). Global social media research summary 2017. Retrieved from Smart Insight: http://www.smartinsights.com/social-media-
marketing/social-media-strategy/new-global-social-media-research/
Davey, L. (2016, August 23). What is User Generated Content (and Why You Should Be Using it). Retrieved from Tintup: https://www.tintup.com/blog/user-
generated-content-definition/
David, E. (2017, July 25). Top 10 Influential Social Media Marketing Campaigns of 2016. Retrieved from Adhere: https://www.adherecreative.com/blog/top-10-
influential-social-media-marketing-campaigns-of-2016
Google Finance. (2017, August 11). Financial Statements For Facebook Inc - Google Finance. Retrieved from Google Finance: https://www.google.com/finance?
q=NASDAQ%3AFB&fstype=ii&ei=nGKVWPCkLYjHugTng68o
Greenwood, S., Perrin, A., & Duggan, M. (2016, November 11). Demographic of Social Media Users 2016 | Pew Research Centre. Retrieved from Pew Research
Centre: http://www.pewinternet.org/2016/11/11/social-media-update-2016/
Guest. (2015, October 22). Instagram and Pinterest Dominate Mobile Traffic - Adweek. Retrieved from Adweek: http://www.adweek.com/digital/instagram-
and-pinterest-dominate-mobile-traffic/
Instagram. (2017). Nike | Instagram. Retrieved from Instagram: https://www.instagram.com/nike/
Kallas, P. (2017, August 2). Top 15 Most Popular Social Networking Sites and Apps [August 2017] @ Dreamgrow. Retrieved from Dream Grow:
https://www.dreamgrow.com/top-15-most-popular-social-networking-sites/
Kaplan, A. M., & Haenlein, M. (2009, October 13). Users of the world, unite! The challenges and opportunities of Social Media - Sciencedirect. Retrieved from
Science Direct: http://www.sciencedirect.com/science/article/pii/S0007681309001232?via%3Dihub
Keating, E. (2014, July 23). Lorna Jane reaches one million Facebook likes: Five lessons from the retailers social media success - SmartCompany. Retrieved from
Smart Company: http://www.smartcompany.com.au/marketing/lorna-jane-reaches-one-million-facebook-likes-five-lessons-from-the-retailer-s-social-
media-success/
Key Hole. (2015, Decemeber 14). 10 Best Fashion Social Media Campaigns - Keyhole. Retrieved from Key Hole: http://keyhole.co/blog/10-best-fashion-social-
media-campaigns/
Kircher, M. M. (2017, May 9). Snapchat Kills Time Limit, Adds Looping Video and Eraser. Retrieved from Select All:
http://nymag.com/selectall/2017/05/snapchat-removes-time-limit-adds-looping-video-and-eraser.html
Lagorio-Chafkin, C. (2012, April 9). Kevin Systrom and Mike Krieger, Founders of Instagram | Inc.com. Retrieved from Inc.:
https://www.inc.com/30under30/2011/profile-kevin-systrom-mike-krieger-founders-instagram.html
Mark Zuckerberg. (2017, June 27). Mark Zuckerberg - "As of this morning, the Facebook community is now officially 2 billion people!". Retrieved from Facebook:
https://www.facebook.com/zuck/posts/10103831654565331
Modo Labs Team. (2016, April 26). Social Media Use Among College Students an Teens: What's In, What's Out And Why. Retrieved from Modo Labs:
https://www.modolabs.com/blog-post/social-media-use-among-college-students-and-teens-whats-in-whats-out-and-why/
Moreau, E. (2017, July 22). How to Post a GIF to Instagram. Retrieved from Life Wire: https://www.lifewire.com/post-a-gif-to-instagram-4022943
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3486316
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explaining-the-big-trend-3486616
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this-weekend-reports/news-story/c63fd24fd2be48aea9fd45e686b560e0
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DESIGN TEMPLATE
1. What demographic do I think that Lawn A-Bane is trying to appeal to? (Age group, gender, income level)
Lawn a-Bane is appealing to females within an age range of twenty-five to forty-five years old[ CITATION Elo14 \l
3081 ]. Females in that age range would prefer to wear active clothing. Preferably, the income level of
customers would be average income earners which is $82,000 [CITATION Aus17 \l 3081 ] to 100,000 as the price
range of the clothing in Lawn A-Bane ranges from $60 - $250.
2. What interests do you think people in that demographic have?
People in that demographic would have a preference of regular exercising, eating healthily while living an active
lifestyle.
They would strive to be fit while maintaining healthy relationships with other people and society.
3. What social media platforms do you think people in that demographic use? Are there any social media platforms
that you think they might not use?
People in that demographic would use Facebook, Instagram and Snapchat depending on their age. According to
Greenwood, 84% of adults aged 30 49 who are internet users use Facebook[ CITATION Gre16 \l 3081 ].
People in that demographic would be unlikely to use apps such as WhatsApp, WeChat, Twitter as these apps are
not angling towards posts but rather chatrooms.
4. What examples of successful social media marketing do you know off? Give examples, and describe what was
done.
The American 2016 Election was a very successful social media campaign. Different parties and groups used
platforms such as Facebook, Twitter, Snapchat and Instagram to promote their party and group to earn favour
from social media users. They used pictures updated with captions on Instagram and live video coverages on
Facebook. Campaign groups even uploaded videos to YouTube that were mini documentaries about candidates
and parties. Many campaign groups also conduct user polls on Twitter or Facebook[CITATION Eun17 \l 3081 ].
5. What social media platforms will you recommend are used by Lawn A-Bane?
I recommend Facebook, Instagram and Snapchat to be used by Lawn A-Bane. It would be the most efficient way
to promote their products using pictures or videos to earn favour from social media users. This will in turn,
increase their sales and customer service and favour.
6. What do you think you will need to know (about the company, about the people they are trying to appeal to)
before you can design your social media campaign?
I would need to know what the company wants to achieve, their preferred way to promote, preferred colours to
be used in social media campaigns, what their slogan or motto is.
7. Where do you think you could find more information about successful social media campaigns? How will you
search for it?
I can find more information on successful social media campaigns through social media or the companys
website or articles through search engines.
GANTT CHART
[DRAFT [FINAL
Design Template
DUE] DUE]
[DRAFT [FINAL
Research: Social Media
DUE] DUE]
Assignment: Introduction [DRAFT [FINAL
(Topic) DUE] DUE]
Assignment: Introduction [DRAFT [FINAL
(Benefits and Uses) DUE] DUE]
Assignment: Introduction [DRAFT [FINAL
(Purpose of Report) DUE] DUE]
Assignment: Main Body [DRAFT [FINAL
(Description) DUE] DUE]
Assignment: Main Body
[DRAFT [FINAL
(Simplifications, Assumptions
DUE] DUE]
and Boundaries)
Assignment: Develop [DRAFT [FINAL
(Analysis) DUE] DUE]
Assignment: Conclusion [DRAFT [FINAL
(Summary) DUE] DUE]
Assignment: Appendix (Gantt [DRAFT [FINAL
Chart) DUE] DUE]
Assignment Appendix (Log [DRAFT [FINAL
Book) DUE] DUE]
Logbook
Activity Date Comments Screenshots/pictures
I have almost completed the design template
with only question six and seven to answer. The Screenshot of
other questions were completed with ease. I also article
found an article online that would greatly assist
Design
31/07/2017 me in the completion of the design template. It
Template
contains statistics and facts relating to social
media and marketing campaigns on social media.
I also finished making the Gantt chart for the
assignment.
Completed
The design template has been completed. I
Design
added more research to the questions to support
Template
my answers and expand my knowledge of social
media to assist myself on the assignment and to
Design effectively write it. I think the amount of research
1/08/2017
Template I have put into the design template is reasonable
as I understand the task that I need to complete.
It was quite fun researching different topics on
social media and finding so many new facts and
statistics about social media.