Advanced Social Media Marketing

Advanced Social Media Marketing

Project 2: Converged Media © Copyright 2016, Simplilearn. All rights reserved. P a g e | 1 Project 2: Converged Media (Expected completion time – 60 minutes) I. Project Goal/Objectives/Problem Statement: ✓ To develop the ability to increase the effectiveness of campaigns by learning how and when to trigger additional boosts or efforts from other areas of converged media. II. Skills that you will acquire after completing the project: ✓ Ability to identify what areas of social media relate to paid, earned and owned media. ✓ Ability to identify when to amplify a campaign through paid media. ✓ Ability to identify when to leverage earned media for campaign purposes. III. Learning outcome of the project: ✓ Individuals who complete this project will learn how to make each area of social media work more effectively by understanding how, when and why to trigger amplification, development or deployment of specific types of campaign content. IV. Project Description: ✓ In this section, you learned about the role of converged media in social media, understanding paid, owned, and earned media, and putting converged media to work. In this mini project, apply these concepts and answer the questions. V. Project Tasks ✓ Converged Media refers to the joint efforts of your Advertising (Paid), Public Relations (Earned), and Content Creation (Owned) teams to create a more impactful social media strategy. Rather than working in silos, these three teams need to work together to share, amplify, and leverage different types of content. ✓ For each topic, answer the questions keeping in mind your current organization. Download the questions from the Learning Tool to your local drive, answer them, and submit the project. Topic 1: Consider an Existing Social Media Campaign or Product • Provide a brief description of either an existing social media campaign, or of a product or service you plan to build a campaign around. ________________________________________________________________________ ________________________________________________________________________ © Copyright 2016, Simplilearn. All rights reserved. P a g e | 2 ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ • List your existing owned media for this marketing campaign: ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ • What type of earned media could this campaign attract? ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ • What type of paid media does your budget and campaign make allowance for? ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ Topic 2: Converged Media Efforts Think back to the campaign idea or product you outlined above. Use that as your starting point to answer the following questions. • How can you leverage earned media to impact the owned media created for this campaign? ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ • How can you leverage earned media to impact the paid media created for this campaign? © Copyright 2016, Simplilearn. All rights reserved. P a g e | 3 ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ • How can you leverage paid media to impact the earned media inspired by this campaign? ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ • How can you leverage paid media to impact the owned media created for this campaign? ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ • How can you leverage owned media to impact the earned media inspired by this campaign? ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ Topic 3: Converged Media Flow Process • Taking the information and the ideas from the previous pages, create a sample converged media flow. Make a notation where one funnel (paid, earned, or owned) is being used to boost or add to the strength of another funnel. Steps Action/Notation 1 2 3 © Copyright 2016, Simplilearn. All rights reserved. P a g e | 4 4 5 6 7 8