SAMA4053 Stakeholder and Account Management: Royal Wedding Campaign

This assignment explores the 'Thank You' campaign initiated by Prince Harry and Meghan Markle following their royal wedding. The campaign leverages Twitter, utilizing tweets and hashtags to express gratitude to well-wishers. The analysis covers the concept and platform choice, highlighting Twitter's reach and connectivity benefits. It also discusses the methods employed, including the use of tweets and hashtags, their advantages such as broader audience reach and network connectivity, and limitations like potential negative criticism and posting limits. The assignment concludes that the campaign effectively builds a beneficial relationship with the public, enhancing the event's memorability and achieving success through strategic stakeholder engagement. Desklib offers a wealth of resources, including solved assignments and past papers, to support students in their academic endeavors.

STAKEHOLDERS AND
ACCOUNT MANAGEMENT

PURPOSE AND OVERVIEW
 Purpose
To show gratitude towards people who wished the royal couple well in
their nuptials (Wright et al., 2010).
 Overview
Price Harry & Meghan Markle got hitched on May 19, 2018 in St
George’s Chapel at Windsor Castle in U.K. This royal wedding was
confirmed as year’s biggest U.K TV event.

CONCEPT AND PLATFORM
 Concept
Advertising is any audio or visual form of non-personal presentation of
goods, services or ideas attempting to attract the buying behaviour of
customers and clients (Java, 2007).
 Platform
Twitter is considering as a best platform for the launch of thank you
campaign as it allows an individual to connect with a large number of
audiences (Cha et al., 2010).

METHODS, BENEFITS AND
LIMITATIONS
 Methods
Tweets: - A tweet is a post on twitter, which is nowadays very popular (Comm,
2010).
(Tsur and Rappoport, 2012)
Hashtag: -A hashtag automatically becomes a clickable link when you tweet it
by putting a “#” without spaces (Carpenter and Krutka, 2014).
Tweets
Benefits
Reach a
bigger
audience
Network
Connectivity
Limitations
Negative
Criticism
Posting
Limits
Hashtag
Benefits
Target
Audience
More
Retweet
s
Over
Hashtag Popularity

REASONS
Reasons for chosen
Tweets: - It will reach to a wide audience and enabling two-way
communication and it will improve the chances of building creativity,
which will enhance success (Potts et al., 2011).
Hashtag: - It can lead to more followers and will make your tweet more
discoverable and audience will respond better (Chaudhry et al.,
2012).

CONCLUSION
The Royal Couple, Prince Harry and Meghan Markle have developed a
“Thank You” campaign on Twitter to show thankfulness to all (Ma,
Sun and Cong, 2012). As effectiveness can be developed by
tweets and hashtag to make event more memorable It will build strong
beneficial relationship with public and success is achieved (Burton
and Soboleva, 2011).

REFERENCES
Burton, S. and Soboleva, A. (2011) Interactive or reactive? Marketing with Twitter. Journal of Consumer Marketing, 28(7), pp.491-499.
Carpenter, J.P. and Krutka, D.G. (2014) How and why educators use Twitter: A survey of the field. Journal of research on technology in
education, 46(4), pp.414-434.
Cha, M., Haddadi, H., Benevenuto, F. and Gummadi, P.K. (2010) Measuring user influence in twitter: The million follower fallacy. Icwsm, 10(10-17),
p.30.
Chaudhry, A., Glodé, L.M., Gillman, M. and Miller, R.S. (2012)Trends in Twitter use by physicians at the American Society of Clinical Oncology annual
meeting, 2010 and 2011. Journal of Oncology Practice, 8(3), pp.173-178.
Comm, J. (2010) Twitter power 2.0: How to dominate your market one tweet at a time. John Wiley & Sons.
Java, A., Song, X., Finin, T. and Tseng, B. (2007) Why we twitter: understanding microblogging usage and communities. In Proceedings of the 9th
WebKDD and 1st SNA-KDD 2007 workshop on Web mining and social network analysis (pp. 56-65). ACM.
Ma, Z., Sun, A. and Cong, G. (2012)Will this# hashtag be popular tomorrow?. In Proceedings of the 35th international ACM SIGIR conference on
Research and development in information retrieval (pp. 1173-1174). ACM.
Potts, L., Seitzinger, J., Jones, D. and Harrison, A. (2011) Tweeting disaster: hashtag constructions and collisions. In Proceedings of the 29th ACM
international conference on Design of communication (pp. 235-240). ACM.
Tsur, O. and Rappoport, A. (2012) What's in a hashtag?: content based prediction of the spread of ideas in microblogging communities. In Proceedings of
the fifth ACM international conference on Web search and data mining (pp. 643-652). ACM.
Wright, E., Khanfar, N.M., Harrington, C. and Kizer, L.E. (2010) The lasting effects of social media trends on advertising. Journal of Business &
Economics Research, 8(11), pp.73-80.