Campaign Analysis

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.

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CAMPAIGN ANALYSIS
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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.

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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

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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

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loneliness and the social isolation can be identified in terms of social isolation is a subjective
experience of being lonely and thus required necessary subjective measurement.
1.1.2 Perspective of organisational isolation from the society
Sustainability is one of the major aspects that creates effective measure for the business
organisations in doing business in near future. There are number of concepts and definitions
regarding the notion of organisational sustainability. It is pertinent for the business organisations
to ensure the stability in business by focusing on the sustainability measures. In this regard,
Fraussen, Pattyn and Lawarée (2017) pointed out that the community engagement practice is a
pivotal part in the organisational sustainability where the companies are trying to establish an
effective equation of relationship with the community by engaging the local communities into
the organisational practices in different manner. However, seldom lack of vision and
farsightedness of the companies will create huge problems for the business organisations in order
to create a communication with society in order to ensure the stability and sustainability in
business (Amankwah-Amoah 2016). As a result of that a negative image of the organisation can
be developed within the customers and the local community. Brunsson (2015) opined that the
advent of globalisation and the rapid development in technology makes the customers and the
local community a crucial factor for the progress of the business organisations. In fact, the local
community is also considered to be a potential stakeholder in the decision making of a private
company and entitles to influence the practice of organisational development to a great extent. In
case of any lack in the community engagement practice can be identified as the organisational
isolation from the society.

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2.0 Methodology
2.1 Neo-humanist
As far as the Neo-humanist trend is considered, it can be stated that the practice is more
focused on the betterment of the environment and the role of the business organisations in order
to safeguard the ecological balance in a great extent. According to Burrell and Morgan (2017)
humanism puts great deal of emphasis on the relationship between the human and instrumental in
advancing the cause of social justice throughout the world. However, the neo-humanist approach
encapsulates other factors that are also responsible for damaging the living space for the human
beings (Starnawska 2016). In this regard, the environmental degradation by private companies
are also come into the speculation and the concept tries to emphasis on the process of
establishing a strong relationship with the business activities of the companies and its impact on
the environment. Based on this understanding, De Graaf (2018) figured out that eco-friendly
measures are becoming very crucial for the companies and the social responsibilities are also a
part of the environment friendly measures.
2.2 Radical structuralist
The fundamental notion of the radical structuralist perspective is resembled with the
conflicts in society characterised by the political and economic crises (Chia 2019). However,
from the business perspective it can be stated that the radical structuralist concept focuses on the
different and conflicting perspective of the organisation and the community or the customers. It
is essential for the business companies to incorporate the customers’ interests as one of the
important objectives in business. The purpose is to harness between the organisational functions
and securing the customer perspective to ensure the sustainability of the organisation in long run

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(Willmott 2016). According to Pinto (2017) the radical structuralist perspective tries to develop
an amalgamation between the different interests of the company and the society. Therefore, a
community engagement will consider to be a proper measure for the companies to ensure
flawless business practice. Furthermore, it will foster high profitability for the business
organisation and ensure the stability to expand further.
3.0 Literature
3.1 Critical perspective on CSR
3.1.1 Employee engagement
According to Groeger, Moroko and Hollebeek (2016) the efficacy of the campaigns are
undoubtedly create huge exposure for the private companies but there is also some threats for the
sustainable business practice. For CBA, there is always a threat of online campaign for engaging
the employees. It is important to engage the employees in every process so that it will maximise
the profitability positively. As a matter of fact, the social media posts in terms of the campaigns
are predetermined and with clear objectives. Therefore, the employees feel less motivated to
increase their own perception regarding that particular campaign because they have actually
nothing to do for developing the campaign.
3.1.2 Less control over the contents
Less control over the contents is also considered to be another major aspect for the
business companies in course of using the social media campaigns as a strategic measure for
competitive advantage. For CAB, it can be possible to get threat from the contents because not
all the social media users have the same value. Moreover, specifically focuses on the women can

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raise question among the male customers about gender preferences. Felix, Rauschnabel and
Hinsch (2017) opined that unintentional biasness and preferences can be a serious measure for
the customers to get engaged into the campaign. For CBA also it is a serious barrier to achieve
healthy consumer engagement within the organisation.
3.1.3 Negative customer reviews
Negative customer reviewis also identified as an important threat for a person to deal
with effective social media campaign. For CBA, the #Metoocampaign is based on a highly
sensitive issue. Therefore, it is also evident that negative customer reviews will be occurred. It
caused harm to the purpose of the company to maximise its customers through positive motive
and community engagement. Moreover, Effing and Spil (2016) argued that the negative
customer reviews created a negative image for the organisation. It would hamper the market
encapsulation of CBA due to the negative feedbacks and reviews posted in social media. The
viewers are eligible to share their views on the campaign and the negative comments can
influence a group of people to get attracted who would be potential target customers for CBA.
3.1.4 Unauthorised employee statements
The freedom of the users to post in the social media can be a potential threat for the
organisation in the process of creating a positive business image. It is impossible for the business
organisation to find out the specific comments of the employees and delete it. As a result of that
misleading information and breaching of confidential reports can bring a serious threat to the
organisational development (Dorfman et al. 2017). It is a serious threat for CBA to monitor and
prohibit the employees to comment on the social media campaign publicly. Henceforth, there is
always a chance that the confidential information regarding the organisation can be revealed and
it will further damage the organisational development.

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3.1.5 Burden of marketing shift
The social media marketing through campaigns require high presence of the customers’
engagement into the organisational practice. It is associated with their reviews and comments
that can be posted in the social media page of the organisation. However, for organisations that
are new in implementing social media marketing can face huge problem in course of shifting
their marketing trend from one-sided sell to customer engagement. As a matter of fact, CBA also
faces the same problem in terms of switching its business towards social media marketing. It is
always a risk for the company to ensure the engagement of the customers.
4.0 Risk analysis recommendations
4.1 Addressing social isolation
It is important for an individual to get over with the social isolation and become more
social by communicating with others. In this regard, there are some recommendations for a
business person to overcome social isolations.
4.1.1 Direct interaction
Direct interaction is always identified as a crucial factor for a person in order to create
interaction with people and get in touch with them directly. From the research of Shao (2019) it
can be argued that social media is causing severe harm to human due to restricting the interaction
in virtual media. As a result of that people do not feel enough confidence to speak directly. A
severe consequence can be seen in terms of decreasing trend in the direct interaction. Therefore,
it is essential for a business person to talk with the clients and other business associates and
colleagues directly so that a positive practice can be developed.

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4.1.2 Positive gesture
Proper body language is also important for direct interaction with others. In business, a
professional gesture with positive body language is highly required in order to increase the
acceptability of that person in the society. It is pertinent to put focus on the body language. The
more it is positive the more it will provide an efficacy into the interaction. In fact, in business the
professional gesture will determine the success of the person and his ability to convince others.
Therefore, it is highly required for the business professionals.
4.1.3 Develop communication skills
Choice of words and use it meaningfully is also an art that the professional people should
learn. In course of doing business talks with the clients or the colleagues, the person has to
perceive an idea of what he is going to talk about. It will make the conversation more resourceful
and meaningful as well to connect each other (Arnold et al. 2015). Sharpness in mind and simple
choice of words are more appreciable and effective to make people understand the touch points
of the conversation otherwise it will be gibberish. Communication skill development can bring
the desired outcome that a business professional expects to achieve and help him to get
appreciation and acceptability into the society profoundly.
4.2 Addressing organisational isolation from society
From the organisational perspective also it is of paramount importance to introduce
adequate measure as a instance of corporate social responsibilities. Therefore, a list of
suggestions is illustrated pointing out the steps that CBA must follow in course of establishing a
good social media campaign.

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4.2.1 Engaging the employees
It is important for CBA to create a better practice of engaging the employees extensively
into the community engagement campaign. One of the principle reasons of engaging the
employees is to create an environment through the campaign where the employees can interact
with the target customers and share the noble practice that CBA is going to initiate. It will help
the company to maximise its customers but with a minimum expense of money. The company
employees will take the charge to share the purpose of the #MeToo campaign. The cost
effectiveness will provide a competitive advantage for CBA to get maximum result with
minimum investment.
4.2.2 Creating customised comments
For eradicating the threat of being misused the social media campaign page, it is
important to customise the comments and the public relation cell will be responsible to censor
any negative comments that can hamper the image of the organisation. It is not possible for CBA
to stop people posting their opinions. However, the company can filter the comments by
customising it. It will provide the administrators to accept the positive opinions and reject the
negative ones specially that are coming from the employees. As a result of that the image of the
company and the relevance of the campaign will remain intact and people would get more
interests in participate into the campaign.
4.2.3 Employee training
Employee training is also required before staging the campaign. There are two motives of
the training program in terms of creating an awareness among the employees about the vitality of
the campaign and train them to make communication with the customers with a positive and fair
manner. The primary task of CBA is to refurbish its lost image and brand value so it will be

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better to brief the employees about the exact purpose of creating the employee training. At the
same time it will also be effective to develop their communication skills so that they can use
their learning while responding to the customers’ comments.
5.0 Critical discussion
According to Pitt et al. (2018) employee engagement in marketing campaigns is part and
parcel for the business organisations in order to create a positive environment where all the
stakeholders understand the importance of the market practice. As a matter of fact, from the
research of Menguc et al. (2017) it can be derived that the role of the employees in marketing
campaign can lead the organisation to get the opportunity to interact with the customers through
social media. It will be a competitive advantage for the business organisations in order to analyse
and evaluate the customer behaviours through their comments and responses for the marketing
campaign.
Apart from that, individual communication skill development is also a crucial part
because Jackson (2015) advocated that lack of proficiency in communication can bring down the
entire practice of marketing campaign. The role of the employees is pivotal in terms of achieving
the objectives of good image in the market. Moreover, the communication skill for both the
employees and the executives is essential so that they can make a positive conversation with the
possible and target customers.
6.0 Conclusion
The report is trying to create the possible risks that CBA can face in course of
establishing an effective marketing campaign through social media. In this regard, the report

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highlights some of the risk factors that CBAA can face in terms of the unauthorised employee
statements and negative reviews. Therefore, a number of possible recommendations is discussed
that will overcome those risks permanently. Developing the communication skills for eradicating
the social isolation for both the employees and the organisation in association with customisation
of the social media comments can create a better opportunity for CBA to regain its lost image
extensively.

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