COM Notes PDF

i Contents Week 1 __________________________________________________________________________________ 1 Social Media Definition _______________________________________________________________________________ 1 Old Advertising Methods __________________________________________________________...

i Contents Week 1 __________________________________________________________________________________ 1 Social Media Definition _______________________________________________________________________________ 1 Old Advertising Methods ______________________________________________________________________________ 1 Social Media Calendar ________________________________________________________________________________ 1 Post Design Tips ______________________________________________________________________________________ 1 Target Audience ______________________________________________________________________________________ 1 Week2 __________________________________________________________________________________ 1 Key Team Roles and Responsibilities (WINNING TEAM) ___________________________________________ 1 1. Social Media Manager ___________________________________________________________________________ 1 2. Content Creator __________________________________________________________________________________ 1 3. Social Data Analyst ______________________________________________________________________________ 1 4. Community Manager _____________________________________________________________________________ 1 5. PR Specialist _____________________________________________________________________________________ 1 Week 3 __________________________________________________________________________________ 1 Goals and Objectives __________________________________________________________________________ 1 1. Mission __________________________________________________________________________________________ 1 2. Vision ___________________________________________________________________________________________ 1 3. Value Proposition ________________________________________________________________________________ 1 SMART Objectives _____________________________________________________________________________ 2 1. Specific __________________________________________________________________________________________ 2 2. Measurable _____________________________________________________________________________________ 2 3. Achievable ______________________________________________________________________________________ 2 4. Realistic _________________________________________________________________________________________ 2 5. Timely___________________________________________________________________________________________ 2 The 5S's of Digital Marketing ___________________________________________________________________ 2 1. Sell _____________________________________________________________________________________________ 2 2. Serve ___________________________________________________________________________________________ 2 3. Speak ___________________________________________________________________________________________ 2 4. Save ____________________________________________________________________________________________ 2 5. Sizzle ___________________________________________________________________________________________ 2 Week 4 __________________________________________________________________________________ 2 Micro Environment - Porter’s 5 Forces ___________________________________________________________ 2 1. Competition/Rivalry ______________________________________________________________________________ 2 2. Barriers to Entry _________________________________________________________________________________ 2 3. Buyer’s Bargaining Power ________________________________________________________________________ 2 4. Threat of Substitutes ______________________________________________________________________________ 2 5. Bargaining Power of Suppliers ____________________________________________________________________ 2 Macro Environment - PESTLE Analysis ___________________________________________________________ 2 1. Political Factors __________________________________________________________________________________ 2 2. Economic Factors _________________________________________________________________________________ 2 3. Social Factors ____________________________________________________________________________________ 2 4. Technological Factors _____________________________________________________________________________ 2 5. Legal Factors ____________________________________________________________________________________ 2 6. Environmental Factors ____________________________________________________________________________ 2 SWOT Analysis ________________________________________________________________________________ 3 1. Strengths: _______________________________________________________________________________________ 3 2. Weaknesses: ____________________________________________________________________________________ 3 3. Opportunities: ___________________________________________________________________________________ 3 4. Threats: _________________________________________________________________________________________ 3 Blue Ocean Strategy ___________________________________________________________________________ 3 Red Ocean ___________________________________________________________________________________________ 3 Blue Ocean __________________________________________________________________________________________ 3  1 Week 1 Social Media Definition: Digital channels for creating communities and sharing information. Old Advertising Methods: Posters, flyers, newspapers, magazines, signage, word of mouth, direct mail. Social Media Calendar: Overview of upcoming posts including date, time, platform, designs, captions, links, and tags. Post Design Tips: Simple, high-resolution images, small videos, polls, educational content, and promotions. Target Audience: Includes parents, students, teachers, NGOs, and more. Week2 Key Team Roles and Responsibilities (WINNING TEAM) 1. Social Media Manager a. Leads the team and defines strategy. b. Coordinates efforts and monitors content success. c. Handles paid advertising and acts as a multi-skilled "Swiss Army knife." 2. Content Creator a. Develops creative and engaging content. b. Tracks trends and handles multimedia tasks like design, video, and copywriting. 3. Social Data Analyst a. Interprets data to ensure strategies align with KPIs. b. Measures ROI and recommends adjustments to stay on track. 4. Community Manager a. Manages audience engagement and responses. b. Builds the community but escalates major issues to higher management. 5. PR Specialist a. Enhances brand presence across channels. b. Handles PR communications, events, and crisis management. Week 3 Goals and Objectives 1. Mission: A concise statement detailing what the organization does, its audience, and the benefits it offers. a. Example: Amazon's Mission: "Serve consumers through online and physical stores and focus on selection, price, and convenience." 2. Vision: A forward-thinking, inspiring statement outlining where the company aims to be in 5-10 years. a. Example: Amazon's Vision: "To be Earth’s most customer-centric company..." 3. Value Proposition: Highlights the primary reason a product/service is best suited for its target audience. Communicated directly through marketing.  2 SMART Objectives 1. Specific: Targeting a particular area for improvement. 2. Measurable: Quantifying, or at least suggesting, an indicator of progress. 3. Achievable: Set goals that are attainable based on available resources and constraints. 4. Realistic: Outlining attainable results with available resources. 5. Timely: Including a timeline for expected results The 5S's of Digital Marketing 1. Sell: Increase sales by expanding reach, offering more products, and leveraging competitive pricing online. 2. Serve: Provide added value through exclusive online benefits, customer feedback, and helpful resources. 3. Speak: Build closer connections with customers via live chats, forums, surveys, and monitoring conversations. 4. Save: Reduce operational costs through automation, online self-service tools, and digital communication. 5. Sizzle: Strengthen the brand online with unique experiences, engaging content, and community-building efforts. Week 4 Micro Environment - Porter’s 5 Forces 1. Competition/Rivalry: The internet has made products more similar, so companies need to find ways to stand out and differentiate themselves. 2. Barriers to Entry: The internet has lowered startup costs, especially in services, making it easier for new companies to enter. However, established companies still have an advantage due to economies of scale. 3. Buyer’s Bargaining Power: More options for buyers due to the internet mean they can negotiate lower prices, especially when supply is higher than demand. 4. Threat of Substitutes: The internet speeds up the introduction of new alternatives, so companies must watch for substitutes to protect their market share. 5. Bargaining Power of Suppliers: With more choices available, suppliers have less power, as customers can easily find other sources. Macro Environment - PESTLE Analysis 1. Political Factors: Government rules and policies, like taxes, trade tariffs, and laws, impact industries. 2. Economic Factors: Economic conditions affect pricing and supply/demand. Key factors include inflation, unemployment, interest rates, and economic growth. 3. Social Factors: Demographics, culture, and lifestyle choices influence buying habits. Includes religion, health, education, and population trends. 4. Technological Factors: Technology changes how industries operate and affect consumer choices. Examples are augmented reality and virtual shopping. 5. Legal Factors: Laws and regulations govern business practices. This includes employment laws, safety regulations, and consumer protection. 6. Environmental Factors: Physical environment factors like climate, weather, and geography can affect industries, especially in areas like tourism and agriculture.  3 SWOT Analysis 1. Strengths: What your company does well. Focus on your advantages over competitors. o Key questions: What do we do best? What’s unique? What do customers like? 2. Weaknesses: Areas where your company can improve. o Key questions: Where are we struggling? What needs fixing? How do we compare to competitors? 3. Opportunities: External factors that could help your company grow. o Key questions: How can we improve weaknesses? Are there gaps in the market? What goals do we have? 4. Threats: External challenges that could harm your business. o Key questions: What changes in the industry could hurt us? What are competitors doing better? Blue Ocean Strategy Red Ocean: A highly competitive market where businesses fight for limited demand, often leading to price wars and lower profits. Blue Ocean: A market space that’s free of competition, created through innovation. Companies provide unique value, making competition irrelevant and opening up new growth opportunities.