Harvey Norman Commercial: Social Media Marketing Campaign Analysis

This report provides a comprehensive analysis of Harvey Norman Commercial's social media marketing strategies. It begins with an overview of the company and its operations, followed by a SWOT analysis of its commercial division. The report examines the internal and external environments, including competitor analysis, and assesses the influence of social media on consumers. A detailed social media marketing strategy is proposed, including goal setting, platform selection, target audience identification, and campaign implementation. The report also discusses the benefits of social media marketing, the importance of metrics tracking, and concludes with recommendations for campaign implementation and assessment. This report is submitted as part of the MKT5SMS Social Media Marketing and Strategy course at La Trobe University.

Table of Contents
1. Purpose of the report.........................................................................................................................2
2. Harvey Norman commercial.............................................................................................................2
3. Situation Analysis..................................................................................................................................3
3.1 Harvey Norman Commercial environment SWOT......................................................................3
3.2 The Internal Environment..............................................................................................................4
3.3 The External environment........................................................................................................4
Name of competitor...................................................................................................................................5
Method of customer engagement..............................................................................................................5
4. How The campaign can benefit the company..................................................................................5
5. Social Media Marketing Strategy.....................................................................................................7
Step 1 Setting the Social Media Goals..................................................................................................7
Step 2 Determining which Social media platforms to use...................................................................8
Step 3 Identifying a Target Group........................................................................................................8
Social media campaign..............................................................................................................................8
1) Hiring a social media campaign team..........................................................................................9
2) Employing the use of metrics tracking tools................................................................................9
3) Promote the social media Channels..............................................................................................9
4) Assess the results -.........................................................................................................................9
How the company should implement the campaign................................................................................9
6. Conclusion.........................................................................................................................................10
List of references.......................................................................................................................................10

1. Purpose of the report
This report assesses Harvey Norman commercial division, based on their current trends and
their current position in the market. The paper then goes ahead and analyzes the company’s
strategies marketing strategies mainly focusing on social media and the massive influence it has
in the current society. The company’s strategies are assessed based on other competitors in the
very same industry.
 The research will start by giving a basic introduction of what the company does and
how it operates at the moment.
 Based on the technological advancements, market trends and the availability of
particular technologies in the market along with the risk factors involved.
 Assess the potential benefits of the implementation of social media marketing plan.
2. Harvey Norman commercial
Harvey Norman is a well-known Australian based business which deals in a wide range of
equipment including Computers, consumer electrical equipment, furniture and even house hold
electronics. It is owned by Harvey Norman Holdings Limited. The company is well known and
has been one of the market leaders in the sector. Over the years, the company has been doing
good. This is evidenced by their high net income of $349 million (Barr & Feigenbaum,2014).
The company quickly strengthened its position in the industry with the creation of an online store
in the year 2011. This only strengthened the companies position in the market as it enabled
customers access the company’s products over the internet thus leading to a sharp increase in
sales for the company.

3. Situation Analysis.
3.1 Harvey Norman Commercial environment SWOT
Strengths Weaknesses
1. Known to be reliable suppliers in
their field.
2. The company already has a
strong Distribution Network.
3. Highly automated systems which
leads to higher returns.
4. The company has a successful
and well-known record for
innovation and development of
newer products.
1. The company is not so good at
product demand and forecasting.
2. Weak social media presence.
3. As much as the company has an
online presence, they do not
focus mainly on it as their most
preferred buying platform.
Opportunities Threats
1. To turn social media as a tool to
get more influence in the market.
2. Adoption of Artificial
Intelligence to assist in the
analysis of customer patterns.
3. To incorporate newer
technologies
1. The main threat is failure to keep
up with the emerging
technologies.
2. New competitors come up in the
industry each day with newer
technologies.
3. Active social media complains
by competitors in the industry.

3.2 The Internal Environment.
The internal environment of Harvey Norman commercial is quite dynamic. This is
evidenced by the high number of dedicated staff members who take pride in the creation
of value to the company through the offering of both professional and personalized
services to customers. The company has high quality products that are produced by the
state-of-the-Art machinery that the company has along with the highly qualified staff.
3.3 The External environment
In the business, the external environment is always key. This is because it
determines a lot on how the company will exist and how much market share it will
control. An example of this is the technological advancements in all the industries which
in one way or another affect the profit margins of the business. When a company sticks
to the older ways of operation, they are bound to face extinction as with the current
systems involving more of the technological processes in business such as ordering,
marketing, advertising and even support (Tsai, & Huang,2018).
Competitors are another key external environment factor that greatly affects
It is for this reason that the company ought to focus on the use of social media
marketing tools which might enable the company to not only assess the current user data
but also be able to predict their movements and their future expectations.
Below is a list of competitors and their most preferred means of customer
engagement.

Name of competitor Method of customer engagement
Fantastic Furniture Through physical store
Winning Appliances Through physical store and media marketing such
as Facebook and online store.
Temple & Webster Online store and physical store
4. How The campaign can benefit the company.
In recent years Social media has become one of the most popular platforms worldwide
(Nilsson,2014). This is owed to the ease in operating social media platforms and the fact that
most people are in one way or another using social media. Going by the trends in social media
adoption, more than 3 billion individuals are currently using the platform. This represents a high
increase in the usage of the platforms. Among all the social platforms, it is worth noting that the
three main ones have the majority of users with Facebook (1 billion), Instagram (18 million) and
twitter (50 million) (Altınay & Altınay,2018). This shows just how much social platforms have
an impact in the day to day operations of every individual.
The figure below shows just how wide spread different social media platforms are.

Social media is quite influential based on certain principals. These include:
1) Contact time- generally, more and more people are spending more of their times on social
platforms. This is no surprise since human beings are created to be more of social
individuals. The fact that most of these social sites are easily accessible through the
mobile phones which have become more of a necessity to most individuals. Ii is therefore
no surprise that most individuals spend 65% of their time on smart phones and in this
regard, most of the time is spent on social sites (Rojas & Amaya,2017). The ease of
access and the interactive content that is always present on social sites leads to most
people spending most of their times on the very same sites. This provides a great
opportunity for the businesses to do marketing online since most of their potential
customers spend their times on the very same social sites.

2) Convenience- the fact that social sites are convenient to access, leads to the increase in
contact hours for people on the various sites. People want to access social sites at any
point in their day to day operations (Carter,2014). This provides for a great opportunity
for businesses to constantly market the products as they are able to get access to these
potential customers ate their free times. A good example of this is during the weekends
when most people are in their homes and spending time with their families, Harvey
Norman commercial can take that opportunity to advertise some of their products to
potential customers. These customers might be identified through the different groups
that the users have in their social sites. These might be used to determine exactly what
customers like and in tern what should the business advertise to the specific client
(Wagner,2018).
5. Social Media Marketing Strategy
For all these opportunities that are brought up by the use of social media, Harvey
Norman commercial as a company has to assess its self and come up with a strategy that can
clearly identify their targets and lead them towards what they would like to achieve. So as to
achieve these the company should adopt a social media marketing strategy which will direct
them of the use of this great opportunity.
Step 1 Setting the Social Media Goals.
This is usually the initial step. Due to social medias presence, the company has to set up
goals that clearly outline what the company is aiming to achieve as they partake in the journey of
Social media marketing. For most companies this goal is usually to Increase sales, to have a
wider market share and to get to interact with all the potential customers of the product. For

Harvey Norman commercial, the main aim of the company is to increase its market share and to
stay ahead of competitors such as JB HIFI.
Step 2 Determining which Social media platforms to use.
The second step here is the determination of exactly which social platforms to use. This
choice is influenced by factors such as Availability, Number of users on a particular site and the
kind of information displayed on the specific sites. For Harvey Norman commercial, they would
require a vastly interactive site, that has a lot of individuals and is able to display both pictures
and text messages. This will ensure efficient interaction.
Step 3 Identifying a Target Group.
Social media is used by different people from all walks of life, this means that everyone
can be a potential target in the social media campaign strategy. This means that for Harvey
Norman commercial, depending on the product that they are selling, they can use different social
platforms. For the youth who are the majority of the social platform users, the company can
focus on sites such as Instagram and Facebook. While for adults who are independent and more
mature twitter is their most preferred mode of social engagement.
Social media campaign
With the company already having a targeted group and a social media account, the next
step is the most critical. This is the running of the social media campaign. Running a social
media campaign involves the use and analysis of different aspects that social media has. This
means that the company has to run a successful social media campaign incorporating the right
tools of tracking social media metrics. The company can take into consideration for:

1) Hiring a social media campaign team- this is a team of individuals who will be
constantly in the social space, marketing the company’s products at all times of the
day. This will help the company spread the news of their products at all times. This
will intern make the name of the company be a household name in the industry.
2) Employing the use of metrics tracking tools – with this the company will be able to
track metrics of the views, tweets, likes and shares that posts of the company are
accessed. This will help in the tracking and analysis of customer feedback.
3) Promote the social media Channels - This is whereby the company comes up with a
schedule that involves the constantan updates and management of this social media
platforms. This will include constant updates on new products and promotional
equipment. This means that Harvey Norman commercial, will have to invest in a
social media administrator who will constantly be updating the social sites of the
company as well as interacting with customers on the various products.
4) Assess the results - This is whereby the company is expected to assess their results
before and after the adoption of these social media marketing platforms. This means
that the financial records and the inquiry records ought to be updated constantly and
monitored. This can be done and assessed in quarterly periods.
How the company should implement the campaign
It will be a difficult but interesting stem with the incorporation of the campaign. The following
are some of the most important aspects that the company should focus on so as to run a
successful campaign.
 Asking the targeted audiences to interact with the company through the
social pages

 Ask the users to provide their contacts. These will help in giving them
alerts of new products and discount information.
 The company can also Provide incentives through social sites. Harvey
Norman commercial might give the social media followers contests that
when one wins, they are offered prices.
 Harvey Norman commercial may also devote some of their staff
members to answering questions from users online. This will encourage
potential customers to interact with the business.
6. Conclusion
In conclusion, Harvey Norman commercials adoption of social media as a strategy to help
them stand out before competitors brings quite a great opportunity for the business to keep up
with the technological trends as well as stay ahead of competition. This is because social media
will help the company have constant interactions with its potential clients and in tern have a
greater market presence. This almost always translates to higher profit margins over time when
done right.
List of references
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of Things data streams.
Gasser, R. and Huhns, M.N., 2014. Social data and marketing (Vol. 2). Morgan Kaufmann
Mitchell, R.and Carbonell, T.M., 2013. An online marketing Approaches . Berlin: Springer.
Nilsson, N.J., 2014. Principles of social media marketing. Morgan Kaufmann.
Rojas, E., & Amaya, N. (2017). The engine of the solidarity economy to promote a culture of
sustainable entrepreneurship.
Russell, S.J. and Norvig, P., 2016. Artificial intelligence: a modern approach. Malaysia; Pearson
Education Limited,
Shankar, S. (2018). Study of social entrepreneurship models in India and a case study on one of
them.
Tsai, C. H., &Huang, J. Y. (2018). Augmented reality display based on user behavior. Computer
Standards & Interfaces, 55, 171-181.
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Wagner, D., (2018). Making augmented reality practical on mobile phones, part 1. IEEE
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Greenblat, Eli (29 May 2014).