Assessment I - Social Media I READY - Carlos D

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T-1.8.1_v3
	Details of Assessment
	Term and Year
	1, 2022
	Time allowed
	7 Weeks
	Assessment No
	1
	Assessment Weighting
	100%
	Assessment Type
	Group Collaboration and Complex Documentation (Individual Submission)
	Due Date
	Week 7
	Room
	
	Details of Subject
	Qualification
	BSB40820 Certificate IV in Marketing and Communication
	Subject Name
	Social Media I 
	Details of Unit(s) of competency
	Unit Code (s) and Names
	SIRXECM002 Prepare digital content
	
	SIRXMKT006 Develop social media strategy
	Details of Student
	Student Name
	
	College
	AAI (PERTH)
	Student ID
	
	Student Declaration: I declare that the work submitted is my own and has not been copied or plagiarised from any person or source. I acknowledge that I understand the requirements to complete the assessment tasks. I am also aware of my right to appeal. The feedback session schedule and reassessment procedure were explained to me.
	Student’s
Signature: ____________________
Date: _____/_____/_________
	Details of Assessor
	Assessor’s Name
	DADUL BHUTIA
	Assessment Outcome
	Assessment Result
	|_| Competent |_| Not Yet Competent 
	Marks
	 / 100
	Feedback to Student 
Progressive feedback to students, identifying gaps in competency and comments on positive improvements:
	
	Assessor Declaration: I declare that I have conducted a fair, valid, reliable and flexible assessment with this student.
|_| Student attended the feedback session.
|_| Student did not attend the feedback session.
	Assessor’s 
Signature: ___________________
Date: _____/_____/________
	Purpose of the Assessment
	The purpose of this assessment is to assess the student in the following learning outcomes:
	Competent
(C)
	Not yet Competent
(NYC)
	SIRXECM002 Prepare digital content
	1.1. Determine organisational written and visual digital content needs.
	
	
	1.2. Access and review organisational templates and content style guides to inform content development and ensure content consistency.
	
	
	1.3. Identify platform functionality and limitations to inform content development
	
	
	1.4. Determine use of content across internal and external platforms to inform content development and allow ease of use across multiple platform
	
	
	1.5. Access product and organisational information required for content development.
	
	
	1.6. Plan content development that aligns with organisational branding and marketing activity.
	
	
	2.1. Develop written content that aligns with organisational style guide, branding and marketing activity.
	
	
	2.2. Produce accurate and detailed written content that aids customer browsing and purchasing.
	
	
	2.3. Use text styling that provides a clear hierarchy of content.
	
	
	2.4. Use copywriting techniques that encourage customer engagement.
	
	
	2.5. Plan and use keywords for search engine optimisation.
	
	
	2.6. Check for correct use of grammar and spelling and make any required amendments.
	
	
	2.7. Seek feedback from relevant personnel and make any required amendments to written content.
	
	
	3.1. Source visual content that connects with the target market and aligns with organisational style guide, branding and marketing activity.
	
	
	3.2. Edit visual content to generate high quality and appealing visual content.
	
	
	3.3. Ensure visual content accurately represents products and services.
	
	
	3.4. Seek feedback from relevant personnel and make any required amendments to visual content.
	
	
	4.1. Gain approval for written and visual content.
	
	
	4.2. Upload content to digital platforms using approved file extension scheme.
	
	
	4.3. Arrange content in a logical design for improved user experience.
	
	
	4.4. Ensure content is displayed in a visually appealing manner.
	
	
	4.5. Seek input of relevant personnel to ensure accuracy and relevance of written and visual content.
	
	
	4.6. View the content in closed contention mode, test on multiple devices, and make any required amendments.
	
	
	4.7. Archive content and ensure version control is applied to track content history.
	
	
	4.8. Ensure content is securely stored and backed up.
	
	
	SIRXMKT006 Develop social media strategy
	1.1. Review organisational strategic objectives and determine objectives and priorities for social media use.
	
	
	1.2. Source and analyse information about the target market, its social media use, behaviours and preferred platforms.
	
	
	1.3. Identify and analyse emerging trends in social media platform use.
	
	
	1.4. Review and compare social media platforms and select those that meet organisational and target market needs.
	
	
	1.5. Identify opportunities for social media integration with existing systems and procedures.
	
	
	1.6. Identify opportunities to maximise business exposure through social media activity.
	
	
	1.7. Determine opportunities for building brand awareness and an online community through social media use.
	
	
	2.1. Establish scope of social media policies and procedures based on planned social media activity.
	
	
	2.2. Establish guidelines for social media engagement and content use.
	
	
	2.3. Develop issue and crisis management guidelines and appropriate responses.
	
	
	2.4. Integrate legal and ethical considerations into social media policies and procedures.
	
	
	2.5. Ensure policies and procedures are customer-focused and align with organisational marketing plan and strategy.
	
	
	3.1. Determine strategies for social media content development, customer engagement and customer service.
	
	
	3.2. Develop and document a social media action plan detailing key responsibilities, resourcing requirements and timeframes.
	
	
	3.3. Prepare a social media calendar documenting planned social media activity in line with marketing strategy and promotional activities.
	
	
	3.4. Establish key performance indicators and evaluation criteria for measuring success of social media activity.
	
	
	3.5. Establish methods for tracking and analysing social media engagement, activity and reach.
	
	
	3.6. Ensure social media strategy aligns with organisational objectives and customer service standards.
	
	
	4.1. Communicate social media strategy, action plan, calendar and policies and procedures with relevant personnel.
	
	
	4.2. Monitor social media issues and crisis management and take required action to ensure impacts are minimised and occurrence of future issues or crisis are minimised.
	
	
	4.3. Ensure tracking of social media engagement, activity and reach.
	
	
	4.4. Monitor posting of social media content and ensure alignment with social media strategy, policies and procedures.
	
	
	5.1. Analyse captured data to determine social media engagement, activity and reach.
	
	
	5.2. Evaluate social media activity against strategy and use performance indicators to evaluate success of social media use.
	
	
	5.3. Identify opportunities for future improvements in social media use and modify strategy and plans accordingly.
	
	
	Assessment/evidence gathering conditions
	Each assessment component is recorded as either Competent (C) or Not Yet Competent (NYC). A student can only achieve competence when all assessment components listed under “Purpose of the assessment” section are recorded as competent. Your trainer will give you feedback after the completion of each assessment. A student who is assessed as NYC (Not Yet Competent) is eligible for re-assessment.
	Resources required for this Assessment
	1. Computer with relevant software applications and access to internet
1. Weekly eLearning notes relevant to the tasks/questions
	Instructions for Students
	Please read the following instructions carefully
· This assessment has to be completed |X| In class |X| At home
· The assessment is to be completed according to the instructions given by your assessor.
· Feedback on each task will be provided to enable you to determine how your work could be improved. You will be provided with feedback on your work within two weeks of the assessment due date. All other feedbackwill be provided by the end of the term.
· Should you not answer the questions correctly, you will be given feedback on the results and your gaps in knowledge. You will be given another opportunity to demonstrate your knowledge and skills to be deemed competent for this unit of competency. 
· If you are not sure about any aspects of this assessment, please ask for clarification from your assessor.
· Please refer to the College re-assessment for more information (Student Handbook).
Assessment Summary
Read all the instructions below before attempting the assessment task. Assessment tasks are tools used to determine if you have the knowledge and skills to complete tasks to industry standards within the workplace. Your trainer/assessor will help you throughout this task and it is your responsibility to provide enough evidence to justify a competent decision by the trainer/assessor. If you do not understand the questions or what is required, ask your trainer/assessor for assistance. 
You are to complete all tasks by the due date and assessments must have a coversheet attached. If you think you do not have enough time to complete the tasks by the due date, discuss with the trainer/assessor the reasons of why you cannot submit on time. Assessment tasks submitted late may not be accepted by your trainer/assessor, leaving the learner with a Not Yet Competent (NYC) result.
Writing your responses
When answering questions, ensure that your answers are detailed enough for the assessor to draw a conclusion that you have the knowledge and/or skills to demonstrate competency. Handwritten answers will not be accepted. When producing reports, ensure that your assessment contains the cover page, table of contents, page numbers, reference list, ensuring that your answers thoroughly match the questions asked. Answer all questions in your own words to avoid plagiarism. Plagiarism is copying someone else’s work or ideas and saying that it your own work. Sources of work must be properly referenced, outlining the source of your ideas. Penalties may include having to resubmit the assessment task again
For additional tips on writing complex documents, please refer to the E-learning notes 
	ORGANISATIONAL CONTEXT & SCENARIO
	You have just started your employment as a “Social Media & Communications Team Leader” in the marketing department for an online retail store named XYZ. Your employer wants to tap the social media market and the online presence. The case story below will give you additional background information on the organisation which you will have to base your complex documentation and prepare a Facebook page as a Communication Team Leader of that company.
The business
XYZ Clothing store had its origins in a children's wear company called KidCo, established by Jennifer Aniston and Chris Moris. They first promoted KidCo through party plans and then opened their first store in Graham Road, Canterbury.
Jennifer and Chris soon branched out into women's wear, under the label XYZ. The XYZ offers quality clothing designed and made in Australia, targeted at women 35 and over. 
Using an online store to grow a small business
Jennifer and Chris always understood the importance of continually finding new ways to grow the business and promote the brand. 'We've found in our business we need to keep re-inventing ourselves,' Chris says.
With three successful bricks and mortar stores under their belts, Jennifer and Chris decided to establish an online store. 'You have to think of different ways to market yourself, and that is the way we approached our move to an online business,' Chris says.
When setting up the online store they stayed clearly focused on the value proposition for their customers. 'For XYZ, the online business is all about customer convenience,' she says. 'Customers who buy online from us are confident. They do not feel the need to try on the clothes before they buy them.'
Jennifer and Chris work hard to ensure the online business delivers the same high level of customer satisfaction as the bricks and mortars stores. To encourage people to try online shopping, they offer a 100% refund on exchanges, even if the customer just changes her mind. They also add in little touches that make customers feel special, such as beautifully wrapped pieces of clothing and a gift with orders.
To give online shoppers a sense of exclusivity and draw in regulars, they have created a new clothes range, 'Palette Melbourne', which is only available through their website.
Online sales help double turnover without double the effort
After two years online, XYZ is growing strongly. Turnover doubled in the last 12 months. The online business has added value to the business as a whole, since it is cheap and effective to run.
Jennifer and Chris have employed an Online Store Marketing Manager, and plan to further develop the online business. They now want to use Facebook page to promote their online sale. Planned initiatives include embedding the clothing pictures on the page and create a more exciting format. They also intend to hire more staff who can help to 'personalise and individualise' the service that is provided.
As Chris points out, 'Some people just prefer to shop online.'
Moving online also helped the business keep pace with retail trends. Increasingly, customers expect online shopping to be offered as an option. 'It was a conscious decision to open the online store as a way of keeping up with what was going on in today's society,' Chris says.
The advice – making the most of your online store
Based on their experience, Jennifer and Chris suggest the planners:
Be clear about the purpose of your online promotions. If online shopping is all about convenience, make sure you make it convenient. Offer plenty of information about sizing, and set payment options and exchange policies that will encourage less confident online shoppers to give it a go.
Make your page inviting. Work with a good design sense to make it engaging, exciting, and faithful to your brand. 
Update the content so people will want to return to your website often.
Retain a high level of customer service. Online customers should receive the same personalised service as those who visit your store. Consider how you can you build your relationship with online customers through email – but don't harass them.
Make payment convenient and user-friendly. It's important for a customer to use a payment method they feel comfortable and safe with. 'The transaction should be user-friendly and simple for the customers.'
Update your stock regularly and let people know about new ranges and promotional deals through emails. This will keep the visitors returning and the orders flowing.
The Goal
XYZ has wants to double its sale over the next 12 months. The online presence for their clothing store should extend their customer reach and contribute value to the business as a whole, without the high costs of physical promotion for every store. Before they think of starting an online retail store, the owners of XYZ wants to have better online presence similar to the existing industry competitors such as www.asos.com, www.iconic.com.au, and www.catch.com.au. For your assessment reference to online clothing stores you may wish to visit these store websites.
INSTRUCTIONS FOR ASSESSMENT 
Instructions for Section A: DRAFT COMMUNICATION PLAN: (40 marks for the draft communication plan, the template is given below)
You are required to use Microsoft Office Tools to prepare a draft communication plan regarding launching the Facebook page for the organisation as mentioned in the case context and scenario. The draft communication plan should be written individually and section A is an individual task.
You will have to go with an initial brainstorming session within your group to generate ideas and review and analyse all information you need to include for the task. (600 Words).
Submit the draft to your assessor in class to acquire feedback on your draft and then revise, edit and finaliseit for your final submission which is due Week 7. 
Elements that you need to include in your draft communication plan:
I. Mention how you plan to make your Facebook page exciting, but still simple and easy to navigate for the customers. (4 marks)
II. Mention how you can provide good customer service through your page. (4 marks)
III. Mention how you can encourage return visits to your page for your customers. (4 marks)
IV. Clearly mention the purpose of the FaceBook page you will create. (4 marks)
V. Mention how will you update the content and attend the responses of the customers. (4 marks)
VI. Mention how you will update people about the stock regularly. (4 marks)
VII. Write about payment methods that will be convenient for the customers who want to shop online. (4 marks)
VIII. Talk about the legal protocols and procedures you need to maintain for this official Facebook page. (4 marks)
IX. Based on the business, the formatting and design styles you would consider for their Facebook page. (4 marks)
X. Obtained feedback on draft and made final changes. (4 marks)
	SOCIAL MEDIA DRAFT COMMUNICATION PLAN TEMPLATE
SOCIAL MEDIA TEAM NAME: 
	Plan on the Facebook page
(Include page name, address, moderators, things to include and other details)
Page name: XYZ SHOP
Address: Facebook.com/XYZSHOP
Moderators: CEO- MARKETING TEAM- SUPPORT TEAM.
The format of the Facebook page will be simple and minimalist but very entertaining. Initially, weekly publications will be proposed every 2 days. In this way, the recurrence of the client in the information channel is ensured. To make the page and its navigation easier, a clothing from the collection, or a promotion, or an outfit will be published. Within the photograph, the available sizes and their price will be added. Finally, all the information will be published again in the description, along with direct links to the chats of the different social support networks and the website for placing orders. In this way, we turn the website into a constant flow of new content and information that is easy to identify.
	Plan on the good customer service through the page
Customer service is a very important factor, which cannot be handled by graphic designers, marketing planners or the CEO, because it requires a lot of time. For this, it is necessary to hire a sales consultant, who is responsible for responding to comments on publications and redirecting them to chats on social networks or directly to the website. In addition, this advisor can take care of direct or private messages on the different social networks, thus achieving a goal of a maximum response time of 1 hour in each of the requests. 
	Strategy for making customers visit again to the Facebook page
The way in which women will enter the website several times a week is through weekly outfits. The plan is structured under the premise of the difficulty of correctly combining garments on many occasions, having this problematic base, valuable content can be published with outfits and recommendations for combining garments, in addition to explanatory videos on how to combine some clothes or other. On the other hand, it is also important to upload the news of the launches and the available stock to keep users for free content but also to become buyers.
	Purpose of the FaceBook page
The purpose of the website is to reach a larger online community, generating a greater number of users who know the brand, but mainly, to retain these customers with valuable content and achieve a 100% increase in sales made by the website and social networks.
A long-term goal is to generate a community that expects different outfits and new clothes for consumption every day. In addition, to carry out promotions that increase the number of sales and profits in specific periods of time such as holidays.
	Plan on updating the content and attend the responses of the customers
The content will be uploaded through the marketing plan. With a monthly grill. This grid will have the planning of all the publications that are made in the month with specific dates and with the different descriptions. In this way, the planning of each month is carried out with a period of one month to carry out the new grid. With this, continuity and consistency in publications is ensured. On the part of the requests, they will be answered through the advisor, generating order formats, having prefabricated forms to be able to generate an orderly process and redirecting the clients to the web page that is totally self-taught for placing orders.
	Plan on communicating customers on stock 
The stock of the company will be mentioned through a publication on facebook, announcing the end of a collection. In this way, orders are closed with discounts and motivating people to buy the remaining clothes from said collection and be able to launch the next collection with greater freedom.
	Plan about payment methods that will be used to shop online
The payment methods must include bank transfers, to generate a greater ease of payment, where transfers and payments with credit cards are included. Another point in favor would be to generate a cash on delivery payment, in this way, greater confidence in customers can be achieved. However, for this you need to generate an agreement with a delivery company.
	The legal protocols and procedures they need for this official Facebook page
To maintain the page perfectly, it is important to follow the privacy policies of Facebook, for this, it is important not to upload content with illegal services, with dangerous substances or dangerous products among others, and when advertising, exclusively handle clothing products. In this way, all the terms and conditions will be fulfilled, having a healthy and problem-free page directly on the platform.
	The formatting and design styles of the business/organisation when designing the Facebook page
The publication formats have to be clear, direct in the written format, due to the population to which it is directed. On the other hand, the designs should always have a model with an age similar to the target age or a little younger. in this case from 30 to 35 years or directly on the mannequin. Pastel colours are an excellent hue for stores with this type of marketing due to colour theory and the feelings that they convey to the customer of a sense of calm and well-being.
An italic type font is the most effective in this type of publication in the photographs and of course, a logo with the name of XYZ and pastel colors to maintain the same theme as brand identity.
DRAFT COMMUNICATION PLAN FEEDBACK TEMPLATE (for trainer use only)
The Trainer is to provide a generic feedback to the draft communication plan created by each member of the group. 
	DID THE CANDIDATE
	Y
	N
	Mention how they planned to make the Facebook page?
	
	
	Mention how will they provide good customer service through the page?
	
	
	Mention how will they encourage return visits to the Facebook page?
	
	
	Clearly mention the purpose of the FaceBook page?
	
	
	Mention how will they update the content and attend the responses of the customers?
	
	
	Mention how will they update people about the stock regularly?
	
	
	Plan and mention about payment methods that will be used to shop online?
	
	
	Consider the legal protocols and procedures they need to maintain for this official Facebook page?
	
	
	Consider the formatting and design styles of the business/organisation when designing the Facebook page?
	
	
	TRAINER FEEDBACK ON DRAFT:
CHANGES NEEDED:
Instructions for Section B: FACEBOOK PAGE and DIGITAL WORKSPACE (40 marks for the FaceBook page, 20 marks for the digital workplace)
This section has two major tasks. 
First task: As a digital workgroup team prepare a FaceBook (www.facebook.com) page for the company given in the case (do not make the page public). Once you finalise your FaceBook page, follow the submission instructions for submitting the evidence for the tasks of this section.
To make a successfullaunching of the page you will need to focus on the following:
· Check the legality and reliability of all the content and digital information that you will upload. (i.e; create genuine logo for the FaceBook page, write genuine content, upload genuine images, etc)
· Check and maintain that you do not violate intellectual property right. 
Second task: You are to develop a digital workplace to assign task and monitor it throughout this project. Platforms like Trello (https://trello.com/), Slack (https://slack.com/), etc can be used to manage teamwork in a workplace. Assign each member’s task and monitor the task completion. Team member can receive information, training and support digitally via such platforms. Follow the submission instructions for submitting the tasks of this section.
Once both the tasks are completed, you will take screenshots as evidence and you are required to attach those to the appendix. You will not receive my marks for this section if you do not attach your evidence to your individual submission. Task list is given below:
1. Attach the screenshot images of Section B FaceBook page in APPENDIX as required below: 
a) Facebook page created (6 marks)
b) Facebook page has two posts with own images (10 marks)
c) Facebook page has business logo and name (10 marks)
d) Facebook page has a colour theme that matches business needs (10 marks)
e) Facebook page has contact details and location (4 marks)
2. Include the following screenshots of Digital Workspace such as Trello or Slack in APPENDIX 
a) Digital workplace (Trello or Slack) account was created with all members having access to this workspace (4 marks)
b) Each member is assigned with a task (6 marks)
c) Created task deadline for each member (6 marks)
d) One post made by each team member (4 marks)
MARKING CRITERIA (for trainer use only)
The Trainer is to assess the candidate using the marking rubric below: 
	Marking Criteria
	Marks Allocated
	Marks Achieved
	SECTION A
	
	
	Plan on the Facebook page
	4
	
	Plan on the good customer service through the page
	4
	
	Strategy for making customers visit again to the Facebook page
	4
	
	Purpose of the FaceBook page
	4
	
	Plan on updating the content and attend the responses of the customers
	4
	
	Plan on communicating customers on stock 
	4
	
	Plan about payment methods that will be used to shop online
	4
	
	The legal protocols and procedures they need for this Facebook page
	4
	
	The formatting and design styles of the business/organisation when designing the Facebook page
	4
	
	Obtained feedback on draft and made final changes
	4
	
	SECTION B
	
	
	Facebook page created 
	6
	
	Facebook page has two posts with own images
	10
	
	Facebook page has business logo and name
	10
	
	Facebook page has a colour theme that matches business needs
	10
	
	Facebook page has contact details and location
	4
	
	Any of the digital workplace (Trello or Slack) account was created with all members having access to this workspace
	4
	
	Each member are assigned with a task 
	6
	
	Created task deadline for each member
	6
	
	One post made by each team member
	4
	
	Total
	
	
APPENDIX 2 for Facebook Page
Include the following screenshots of Facebook page:
1. Facebook page created 
2. Facebook page has two posts with own images
3. Facebook page has business logo and name
4. Facebook page has a colour theme that matches business needs
5. Facebook page has contact details and location
APPENDIX 3 for Digital Workspace
Include the following screenshots of Digital Workspace such as Trello or Slack:
1. Digital workplace (Trello or Slack) account was created with all members having access to this workspace
2. Each member is assigned with a task 
3. Created task deadline for each member
4. One post made by each team member
Social Media I - Assessment Task 1 v1 Last updated on 20/07/2021	Page 1