Wesfarmers Social Media Marketing Strategy Implementation Project

This assignment focuses on developing a social media marketing strategy for Wesfarmers, a major Australian retail organization. The project begins with a comprehensive overview of Wesfarmers, including its products, target customers (families and middle-aged individuals), and sales channels (retail and online). The project then delves into identifying marketing opportunities and conducting a social media audit. It analyzes market trends and relevant case studies to inform the strategic recommendations. The core of the project is the development of a detailed social media marketing strategy. This includes the selection of appropriate social media networks, and the implementation of the plan. The assignment includes a business overview, marketing opportunities, social media networks, a social media marketing audit, and market trends.

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SMMMSM502A
PLAN, IMPLEMENT AND MANAGE MAINSTREAM
SOCIAL MEDIA MARKETING STRATEGIES
502A Assessment Task 1 - Project Template

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ASSESSMENT TASK 1 SOCIAL MEDIA MARKETING STRATEGY &
IMPLEMENTATION
CONTENTS:
 STAGE 1. Research & Social Media Network Selection
o 1.1 Business Overview
o 1.2 Marketing Opportunities
o 1.3 Social Media Networks
o 1.4 Social Media Marketing Audit
o 1.5 Market Trends
o 16. Case Studies
 STAGE 2. Strategy Definition
o 2.1 Social Media Marketing Strategy

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1.1 BUSINESS OVERVIEW
Provide an overview of your chosen organisation by answering the questions below:
1. What is the name of your organisation?
-The name of the selected organization is Wesfarmers. The retail business of the organization would be focused.
2. What products and/or services does the organisation offer?
-The company is one of the largest retail organizations in Australia. The products are mostly food items centered on fresh agricultural
produce sourced from a large number of farm cooperatives across the country. However, the organization also engages in the sale of other mostly retail
goods. The larger Wesfarmers organization has stakes in coal mining, chemicals, fertilizers and safety equipment for industries. The company throug K-Mart
and Target also engages in the sale of clothing and other important daily use items.
3. Who are your organisation’s target customers?
- The target customers of the organization are the various families, middle aged people and household couples.
4. What are the main sales channels? Online, wholesale, retail, telesales, etc.
- The main sales channels that are used are retail and online.
5. Where is your organization located? What geographies does your organisation operate in?
- The organization is located across all the major cities and towns of Australia. The company operates mainly in the urban and sub-urban
areas of the major cities of the country.

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1.2 MARKETING OPPORTUNITIES
Marketing
objectives
Suitable
mainstream
networks
Key
considerations
Mainstream
network selected Opportunities
Reaching the urban
and suburban
household audiences
• Facebook
• Instagram
• The urban
household
audiences are very
much active on
facebook
• Instagram is a
value oriented
social network
• Facebook
Owned: Brand image
building
Paid: Brand exposure
Effectively promoting
value for its retail
products by
establishing
competitive advantage
• Instagram
• Twitter
• Instagram is
popular in terms
of promoting
image and video
stories
• Twitter can be
used effectively to
spread the value
propositions
• Instagram
Owned: brand
placement
Paid: Development of
competitive brand
advantage

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1.3 MAINSTREAM SOCIAL MEDIA NETWORKS
Network Website URL Help Centre
Mainstream
networks
Facebook https://www.facebook.com
/ https://www.facebook.com/help/
Instagram https://www.instagram.co
m/
https://www.instagram.com/
Twitter https://twitter.com/login https://help.twitter.com/en
MySpace https://myspace.com/ https://help.myspace.com/hc/en-
us
Tumblr https://www.tumblr.com/ https://tumblr.zendesk.com/hc/en
-us

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1.4 SOCIAL MEDIA MARKETING AUDIT
Mainstream
network Profile name Active?
(Yes/No)
No of
followers
Content
topics
Content
formats
Audience
engagement
1=low; 5=high
Facebook Wesfarmers
Art No N/A Industry
information N/A 2
Twitter #wesfarmer
s Yes 1000
New offers
Industry
information
News
Single
images 4
Instagram wesfarmers
arts Yes 2377
Market
news
Market
values
Single
images
Videos
Gifs
3

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1.5 MARKET TRENDS
Social media
network Emerging trend 3rd party resource URL Impact on
organisation Actions required
• Facebook
The global trend is
sharing of life stories on
the social media
platform. People are
often seen to post
images and attach
stories that form an
essential background
for the images that are
displayed.
https://sproutsocial.com/insights/social-media-trend
s/
The organization can
take the help of this
trend to promote its
own brand and
products through
effective stories that it
can post on the site
Wesfarmers can take the
help of story trend to
attach image of its
products or supply chains
and describe the value
that it is creating for the
customers. It can improve
organizational viibility
• Instagram
The trend is to provide
temporary status
stories that can be
viewed one by one. For
example one image is
posted that can lead to
another image and
altogether form a story
base. This has also led
to instagram shopping
https://influencermarketinghub.com/5-of-the-biggest
-instagram-marketing-trends-that-will-shape-2019/
The company can use
the status stories tool
to improve its
proposition for selling
products. This can help
to build a brand
reputation. Moreover
as instagram shopping
is also increasing this
can contribute more
positively to the
company
Instagram storis can be
used to create strong
marketing exercises that
can contribute towards
the growth of the brand

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1.6 CASE STUDIES
Mainstream Network Case Study 1 Mainstream Network Case Study 2
Social media network Facebook Instagram
Research URL https://en-gb.facebook.com/business/success https://influencermarketinghub.com/5-of-the-bigges
t-instagram-marketing-trends-that-will-shape-2019/
Organisation Name Facebook Inc. Instagram Inc.
Benchmarks
• One of the very important success story for
brands in facebook is about the Samsung mobile
of Taiwan. The company had a 4.3 point lift in the
recall of ads. It appropriately utilized the facbook
videos featre.
• The pepsico ad campaign of Thailand got a return
of 3.7 X on the spending on the facebook
campaign
• The rise of instgram shopping was one of the
most important developments that occurred
concerning the social networking site. The large
number of people that were present in the social
network that were sellers in the site.
• Another important development has been the
provision of the shopping links in the instagram
posts that are provided
Evaluate campaign
effectiveness
Defintiely it can be said that both the campaigns
have been effective in terms of both customer
sales and revenue
The instagram factors have been very effective in
determining value for both the users and the
consumers. It has been an effective factor in
determing the value of the social media site

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2.1 SOCIAL MEDIA MARKETING STRATEGY
Social media
network Buyer stage
campaign Topic Content
format Content
category Content title Primary KPI
Facebook Decision
Helping
people to
understand
what to buy
and the
elements that
are fresh and
healthy and
organically
sourced
Pictures and
stories, Videos Created
How to know
organic from
synthetic?
How to
understand
what’s best for
you?
Views, likes,
shares,
attention
Instagram Awareness
Providing
awareness of
the products
that
Wesfarmers
sell to their
customers.
The product
offerings and
the sourcing of
the products.
Images,
Videos,
Multimedia
images
Co-created
with the use
of
professional
instagram
ad
campaigners
The
Wesfarmers
value
Likes,
followers