Project Management Plan for British Gas Social Media Marketing Strategy

This report provides a detailed analysis of a project management plan for British Gas to develop a social media marketing strategy. It includes project characteristics, role of project manager, team members, project management plan, risk and mitigation, and more. The report is based on a case study of British Gas who wants to develop social media marketing (SMM) strategy which in turn assists to engage customers for longer term.

PROJECT MANAGEMENT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
1. Presenting a project, its characteristics....................................................................................3
2.Role of the project manager......................................................................................................4
3.Presenting the Team members:.................................................................................................9
4.Project Management Plan.......................................................................................................11
5.Risk and mitigation.................................................................................................................11
6. Describing the Success / failure of the project......................................................................16
CONCLUSION..............................................................................................................................17
REFERENCES................................................................................................................................1

INTRODUCTION
Project management is all about the use of specific skills and knowledge that helps to
deliver something that is valuable for the project. The present study assists to generate deep
knowledge pertaining to project management plan. The study is based upon a case study of
British Gas who wants to develop social media marketing (SMM) strategy which in turn assists
to engage customers for longer term. For that, the report will describe the project initiation
document (PID) which assists to analyze different key aspects for the study so that effective
planning pertaining to the project can be performed effectively by setting up its key objectives.
MAIN BODY
1. Presenting a project, its characteristics
Business case
The project that British Gas company has introduce is the Solar plan system and the firm
has decided to advertise their product and services through social media marketing (SMM). It is
the process of promoting the product and services of the firm by making use of the internet.
Moreover, the project of SMM includes attracting the large customer by using the various sites
such as Facebook and Instagram (Rasnacis and Berzisa (2017)).
Along with this, the project includes the tools, workflows and system process that are used to
manage the team member and contribute in allotting them the particular task for accomplishing
the desire result of the project and manage the schedule of the project. Moreover, it often
involves people with diversify culture and background to work as a team for effective
completion of the task. So, this is case of British Gas company that is planning to expand its
business by making use of social media platform.
Characteristics of the project:
 Objectives: The main aim of the project is to increase the business growth by attracting
the large customer and covering the large area of the market.
 Life span: Social media marketing project are usually time consuming but the company
has decided to achieve this task by five months.
 Required fund: The cost estimation of this project is around $5000 as the company has
to use various social media site and most of them are paid.
 Team spirit: The manger maintained the coordination between the teams to increase the
team spirit and gain maximum benefits.

2.Role of the project manager
 Planning: The manger plays an important role in formulating the plan that can help in
achieving the objectives of the task within the limited time frame. Moreover, while
manager planning pertaining to the project will considered key component such as the
scope of the project, overall resources required and objective of project (Matos and et.al.,
(2019)). In addition, to manager will plan strategies for dealing with the threats and loss
for effectively accomplishment of the project in desired manner.
 Leading: The most important role of the manager is to guide the subordinates for
accomplishing the decided goals. The manager is responsible for maintaining effective
communication between the employees so that it can easily solve their issues related to
the project (Zhang and et.al.,(2020)). Along, with this the manager also make use of the
leadership skills so to maintain the collaboration with other employees in order to
increase the team spirit.
 Documentation: The another role of project manager is to develop documentation that
contained detailed related to project progress. For making documentation, it has to
conduct research and collect the data required in the task such writing status report
(Bredillet, Tywoniak and Tootoonchy, (2018)). Furthermore, the duty of the manger is to
check the document contain relevant information and archived for the future references.
Objectives
The main goals of the organization are discussed in details below:
 To increase the sales of company by 15% through making use of different social media
platform in order to attract existing and new customers in the firm.
 To improve the brand image of the organization in the competitive market by focusing on
meeting need of customer's.
 To expand business globally by conducting effective market research to understand
customer’s preference and plan strategies to attract them within organisation (Sergeeva
and Ali, (2020)).
Scope
The social media marketing project will have a high impact on the organization as this will
allow the company to promote their product on wide scale. That will contribute in increasing the
brand image and profitability of the firm. Moreover, SMM will allow the firm to attract the large

customer that will result in increasing the overall sales of the firm (How to build social media
team., 2021).
Methodology:
For the chosen project, Waterfall project management methodology has been used
because it is one of the oldest method that helps to deliver the project in an effective manner.
Including this, it is based upon different stages which in turn helps to grow a business and
implement the software accordingly (Takagi and Varajão, 2019). In addition to this, it helps to
accept the change and also improve the results by providing a complete picture of requirement
that is required. Hence. quoted firm uses this methodology in order to develop SMM strategy
effectively to expand the business.
In addition to this, it has been analysed that British Gas wants to enhance the number of
customers engagement and for that DMM strategy can be considered one of the best method in
order to generate the best outcomes. That is why, to execute the project in better way, it is
necessary for the company to implement the relevant methodology that further assists to execute
the plan effectively (Peszko, 2020). Hence, opting Waterfall as a project methodology, will be
beneficial for successful implementation of new strategy within a market. s
Work break down structure

Gantt chart
Task
Mode Task Name Duration Start Finish Predecessors
1 Project initiation 22 days Thu
9/30/21
Fri
10/29/21
1.1 Developing PID 5 days Thu 9/30/21 Wed
10/6/21
1.2 drafting budget 3 days Thu 10/7/21 Mon
10/11/21 2
1.3 identify the key
stakeholders 3 days Tue
10/12/21
Thu
10/14/21 3
1.4 project charter 4 days Fri 10/15/21 Wed 2,3,4

10/20/21
1.5 determine the scope
and quality 2 days Thu
10/21/21 Fri 10/22/21 2,5
1.6 Hiring team members 5 days Mon
10/25/21 Fri 10/29/21 2,6
1.7 waiting for approval 4 days Thu
10/21/21
Tue
10/26/21 2,5
2 Project planning 10 days Mon
11/1/21
Fri
11/12/21
2.1
assigning roles and
responsibilities to team
members
4 days Mon
11/1/21 Thu 11/4/21 8,7
2.2 Selecting best website
for marketing 3 days Fri 11/5/21 Tue 11/9/21 10
2.3
consider the key
criteria for selecting
best sites
3 days Wed
11/10/21 Fri 11/12/21 11
3 Project execution 10 days Mon
11/15/21
Fri
11/26/21
3.1 consult with experts 4 days Mon
11/15/21
Thu
11/18/21 12
3.2 Consider the relevant
criteria 3 days Fri 11/19/21 Tue
11/23/21 14
3.3 launch the website 3 days Wed
11/24/21 Fri 11/26/21 15
4 Project monitoring 6 days Mon
11/29/21
Mon
12/6/21
4.1
proper update
regarding the website
must perform
3 days Mon
11/29/21
Wed
12/1/21 16
4.2 Hire new employee
for reviewing stages 3 days Thu 12/2/21 Mon
12/6/21 12,18
5 Project closure 6 days Tue 12/7/21 Tue
12/14/21
5.1 sign off the contract
with team members 3 days Tue 12/7/21 Thu 12/9/21 2,5,18,19
5.2 clear all the dues 3 days Fri 12/10/21 Tue
12/14/21 21

Critical Path:
There are many critical path identified as per the above image which are as mentioned below:
CP 1:
2 + 21 + 22 = 5 days + 3 days + 3 days = 11 days
CP 2:
2 + 5 + 21 + 22 = 5 days + 4 days + 3 days + 3 days = 15 days
CP 3:
2 + 6 + 10 + 11 + 12 + 18 + 19 + 21 + 22 = 5 days + 2 days + 4 days + 3 days + 3 days + 3 days
+ 3 days + 3 days + 3 days = 29 days
Here, it can be stated that there are around 3 paths available for the present project which
in turn entails that the project can be completed minimum 11 days as followed by the critical
path. Hence, there is a need to comply with it to provide effective results

3.Presenting the Team members:
NAME OF THE
TEAM MEMBERS
POSITION OF
THE MEMBERS
ROLES AND
RESPONSIBILITY
NO. REQUIRED
Adam Smith Manager To formulate plan
regarding the project
and lead the employees
to achieve the desire
goals of the projects.
1
Allen Williamson Content creator To produce the
innovative content for
promoting the product
and services of the
company in the market.
3
Patrick Johnson Social data analyst To conduct a research
on the various social
media sites and to
collect and evaluate the
data. And provide
relevant information to
the manager regarding
data.
2
David Wilson Paid media specialist To conduct the digital
campaigns for
introducing the product
in the market
1
Laura Jones Finance manager To provide budget for
the project
1
Hardin Scott Community manager To monitor and engage
with social
1

communities.
Managing the balance between team:
In the British Gas everyone has a hybrid role in social media marketing project the
manager has establish a transparent communication with each team members. Such as the
manager should clearly define the goals of the firm to the employees so that each member
knows the objective of the firm (Sreedharan and Sunder, (2018)). The manager also give
reorganization to the team for their good work so that they are more motivated to work hard.
4.Project Management Plan
In order to deliver the project of SMM in the company, it is essential for the company to
deliver the project by complying with all the key stages of a project. Here, under initiation, PID
develop that helps to provide an overview of a project. Here, different key elements must be
considered which are as mentioned below:
Particulars Importance
Quality The quality of resources used for the project must be of high quality that
helps to provide effective results. In this, human resource management
and financial resource should be effectively selected by considering all
the quality aspects (Saltz and et.al., 2018).
Risk There are different risk which might affect the results of SMM in adverse
manner that includes financial risk, technological risk etc.
Schedule The time required in order to complete the project is 54 days as per the
gantt chart.
Scope The scope of the project is such that it will help quoted firm in order to
generate the best outcomes and enhance the overall image as well (Joslin,
2019).
5.Risk and mitigation
RISK
DESCRIPTION
LIKELIHOOD
OF THE RISK
OCCURRING
IMPACT IF
THE RISK
OCCUR
SEVERITY OWNER
WHO
WILL
MANAGE
MITIGATION
ACTION

RISK
Security risk High Misinformation
about the brand
image.
High Social
media
manager
The manger has
to monitor all
the social media
account on the
daily basis. To
ensure that
there is no
threat to the
company.
Imposter account High Impact on the
brand
reputation and
overall
profitability of
the firm.
High Community
manager
Company can
verified their
account by the
trusty with the
blue tick as it
will help
customer in
recognizing the
company
original page
(Zhou, Irizarry
and Lu, (2018)).
Legal Risk High May create
issues between
company and
government.
High Manger The HR manger
should check
the content
before
publishing it.
And the
company
should follow
the all the rules

and regulation
made by the
organization.
Financial risk Medium Negative
comment can
impact such as
decrease in
share price and
fines from the
industries
regulators.
Medium Finance
manger
Enforce social
media
governance to
prevent
financial risk.
Content strategy risk Medium May affect the
company
budget and
brand image
Medium Social
analyst
Measure the
social media
performance
and make use of
the strategies to
solve the
conflicts (Galli,
(2018)).
Social media is a great platform for marketing but their various risk associated with it that
can damage the brand name of the company. Such as:
 Security risk: The social media accounts can affect the security of the customer
such as leaking of client personnel information or the company intellectual
property. This type of risk has huge impact on the organization such as loss of
customer and brand image of the company (Sońta-Drączkowska and Mrożewski,
(2020)). Moreover, British Gas should ask for permission of the client before
taking the information. So, organization should make use of the strong password
so no one can login to the company account.
 Legal risk: This type of risk can severely affect the whole organization such as
in some case the owner has to shut down the business. This type of risk are

basically deals with laws rules and regulation (Paton and Andrew, (2019)).
Thereby British company should abide all the norms stated by the government to
maintain smooth functioning of the business.
Stakeholders Analysis
Stakeholders are the individuals that have an interest in the organization and can be
affected by the work of the organization. British Gas the key stakeholders of the organization are
Director, manager, shareholders, employees and customer (Types of stakeholders.,2021).
High interest, high power: This are the stakeholders that have high interest and high power in
the firm such as the director, investor of the company. So they need to be closely managed in
order to satisfied their respective requirement.
High interest, low power: Stakeholders like suppliers have high interest in the company and
have low power as they can be replaced easily by the firm. Moreover, they need to be keep
informed by the organization (Bushuiev and Kozyr, (2020)).
Low interest, low power: This are the stakeholders that have low interest in the organization as
they deal with more numbers of firm Therefore, they are required to be monitor from time to
time so that there are no conflicts between them and the firm.
Low interest, high power: Customers have low interest in the company as there are so many
alternative product options available in the market but at the same time have high power as they
are only that make purchase of products. So they need to be keep satisfied cause they have high
power that contribute in growing the business and increase the sales of the firm (Aragonés-
Beltrán and et.al., (2017)).
Budget
CATEGORY JANUARY 2020
( AMOUNT IN $)
FEBRUARY 2020
( AMOUNT IN $)
MARCH 2020
( AMOUNT IN $)
Market research 50000 60000 55000
Owned media (Blog) 40000 30000 20000
video Advertisement 35000 50000 40000
Social media
advertisement
70000 80000 85000
marketing platform 40000 20000 30000

Design software 5000 7000 10000
Recruitment
(freelancer)
50000 30000 40000
Recruitment
(full- time)
50000 55000 40000
Hardware 20000 15000 30000
Total 360,000 347,000 350,000
Communication plan
DESCRIPTION FREQUENCY METHOD AUDIENCE OWNER
Project team
meeting
Daily Meeting Project team Project
manager
Stakeholder
Update
Monthly Email Stakeholder HR manager
Board meeting Every two weeks zoom Project board CEO
Finance planning yearly General meeting Project team Finance
manager
Assumption
It is known as an anticipated circumstance that expected during the project it is mainly
based on the information available regarding the project. Whereas, on the other hand constrain
can be defined as the limitation imposed on the project likewise budget, resources and schedules.
Assumption:
 The first assumption is that quality of the resources will be maintained so that project can
be successfully implemented and customer can be provided with quality services and
products.
 It is also assumed that the labours will be available at low price during the winter as most
of the markets are closed at that season.

 The team’s members of the organization are also excellent at tackling the conflicts
situation.
 All the equipment’s of the firm are in good condition.
 The products and services will be deliver to the customer in limited time frame.
Constraint
 British Gas has to achieve their goals within 5 months so to establish a brand name in the
market.
 The company has to work with the limited resources so that it can save the extra
expenses.
 The organization has to follow the government rules and regulation for the smooth
functioning of the firm.
6. Describing the Success / failure of the project
The present project is very successful for the firm as it will allow the it to expand the
business locally as well as internationally so it will contribute in enhancing the overall business.
This project will also allow to attract the customer at low cost compare to traditional method of
the marketing (Ciric and et.al., 2019). In addition, to this the project will provide the firm with
the competitors and customer insights so that they can make strategy to overcome the future
threats and make best use of available opportunities to stay ahead in the competition. So it will
be very helpful in success of British Gas. Furthermore, the project will be successful if the
employees work together as team to achieve the ends goals of the company (Mukherjee and Roy,
(2017)).
Learning point
Thought out the present project I have gain experience related to the digital marketing
strategies and their importance in growing the business. I have also learned that team
management skill that is very essential for completing the task and for accomplishing the desire
goals. Moreover, I also evaluated that the manager plays very important role in the organization
because it is the one who formulate the plan and guide the employees to work hard. In the
current project, I have investigated that every project has risk associated with it the company has
to make strategies to deal with them. Moreover, I have experiences that the firm need an
appropriate budget to initiate the plan and to accomplish the desire objectives.

CONCLUSION
By summing up above report, it has been concluded that project initiation document
provides a brief overview of entire stages and key elements which in turn assist to let understand
about the project. Through the present study, it has been also concluded that implement SMM
strategy by British Gas will be a successful strategy for engaging long term customers and
generate the best outcomes as well. Further, the present study requires 52 days to successfully
implement the project and that is why, company is able to successfully acquire new customers
towards it. Overall, there are different key elements taken that assists to make the project
successful and create a positive impact.

REFERENCES
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Online
How to build social media team., 2021. [Online]. Available through <
https://sproutsocial.com/insights/social-media-team/>.
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