Campaign Analysis

Running Head: CAMPAIGN ANALYSIS
CAMPAIGN ANALYSIS
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1CAMPAIGN ANALYSIS
Abstract
Commonwealth Bank of Australia is one of the leading banking and financial organisation in
Australia. The bank currently faces severe damage in its brand value due to several unethical
business practices and scandals. Therefore, the organisation is willing to revamp its lost image by
introducing a social media marketing campaign named #MeToo for the distressed women.
However, there are some risks in social media campaigning in terms of the negative customer
reviews, lack of employee engagement and unauthorised employee statement. In this regard, the
report delivers some recommendations such as developing the communication skills of the
employees and executives, train the employees to learn about the importance of the campaign
and censoring the comments before it gets posted. It will help CBA to overcome the social
isolation and get a sustainable business practice in near future.

2CAMPAIGN ANALYSIS
Table of Contents
1.0 Introduction................................................................................................................................3
1.1 Problem statement.................................................................................................................3
1.1.1 Perspective of social isolation........................................................................................3
1.1.2 Perspective of organisational isolation from the society................................................4
2.0 Methodology..............................................................................................................................5
2.1 Neo-humanist.........................................................................................................................5
2.2 Radical structuralist...............................................................................................................5
3.0 Literature....................................................................................................................................6
3.1 Critical perspective on CSR...................................................................................................6
3.1.1 Employee engagement....................................................................................................6
3.1.2 Less control over the contents........................................................................................6
3.1.3 Negative customer reviews.............................................................................................7
3.1.4 Unauthorised employee statements................................................................................7
3.1.5 Burden of marketing shift...............................................................................................8
4.0 Risk analysis recommendations.................................................................................................8
4.1 Addressing social isolation....................................................................................................8
4.1.1 Direct interaction............................................................................................................8
4.1.2 Positive gesture...............................................................................................................9
4.1.3 Develop communication skills.......................................................................................9
4.2 Addressing organisational isolation from society..................................................................9
4.2.1 Engaging the employees...............................................................................................10
4.2.2 Creating customised comments....................................................................................10
4.2.3 Employee training.........................................................................................................10
5.0 Critical discussion....................................................................................................................11
6.0 Conclusion...............................................................................................................................11
Reference.......................................................................................................................................13

3CAMPAIGN ANALYSIS
1.0 Introduction
This report aims to find out the potential threats and risk factors that can jeopardize the
community engagement practice of the Commonwealth Bank of Australia (CBA). For this, the
report tries to develop an in-depth analysis on the methodology and the CSR perspectives which
are important for the business organisations to establish a sustainable business orientation. As a
matter of fact, a thorough recommendation part will also be discussed in the report so that CBA
will resolve the issues and risks in course of establishing effective community engagement.
1.1 Problem statement
1.1.1 Perspective of social isolation
Social isolation is considered to be one of the major perspective for shaping an effective
social outlook of a person. According to Holt-Lunstad et al. (2015) being socially connected is a
benefit for an individual to create influential psychological and emotional well-being and at the
same time provides significant and positive influence on the social wellbeing. It is essential for
people to procure effective social relationship as it is part of the social wellbeing process. In this
regard, there are some key characteristics of the social isolation in terms of few social network
ties and having less frequent social contacts. There is a sharp difference between the notion of
social isolation and loneliness. From the research of de Jong Gierveld, van Tilburg and Dykstra
(2016) it can be seen that the social isolation is a paradigm of objectively quantifiable variable
whereas loneliness is a matter of emotional state. In case of defining the concept of social
loneliness, Tam et al. (2015) articulated that loneliness is a dissatisfaction with the discrepancy
between the desired and the actual social relationship. A close link between the perception of