British Gas SMM Strategy: A Detailed Project Management Analysis

This document provides a comprehensive project management solution centered around British Gas's initiative to develop a social media marketing (SMM) strategy aimed at enhancing customer engagement. The project leverages a Waterfall methodology and includes a project initiation document (PID) to outline key objectives, scope, and required resources. It details the role of the project manager in planning, leading, and documentation, emphasizing team coordination and communication. The analysis includes a work breakdown structure with a Gantt chart, identifying critical paths for efficient project completion. Furthermore, the document presents the team structure, assigning roles and responsibilities to team members, and discusses strategies for managing team dynamics. A project management plan is outlined, considering quality, risk, schedule, and scope. The document also identifies potential risks and mitigation strategies, such as security risks, imposter accounts, legal risks, financial risks, and content strategy risks. Finally, it briefly touches upon the success and closure of the project, highlighting the importance of adhering to project stages for effective delivery.

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