Baloukas Feb 13 2020

Paul Apokatanidis-Baloukas Social Media Marketing
Summit Tech Marketing
PERFORMANCE NEEDS ASSESSMENT
Topic: Increasing User Engagement on Social Media: A Marketing Perspective
Part 1: BACKGROUND OF THE PROJECT
This section provides a brief background of the project.
Problem
Summit Tech, a technology marketing company, would like to increase user engagement
(followers, likes, comments and views) on their Instagram page. Significant research has shown
that social media platforms possess immense possibilities for fostering relationships with
consumers online (Vinean, Cetina, Dumitrescu & Tichindelean, 2013). The marketing team
completed their mandatory 30-minute training session on posting engaging content, but three
weeks have passed, and concern still exists that Summit Tech’s Instagram page continues to
receive low numbers of engagement.
Research Strategy
To determine exactly why users are not engaging with the Summit Tech Instagram page, the
following sources have been consulted.
Source Information Method

Employees Find out why employees Focus group/ Interview
believe the Instagram page
isn’t attracting engagement
and what their process is
regarding posting to the page.
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Performance indicators Investigate the company’s Reading

performance indicators for
the Instagram page and try to
uncover if it includes clear
goals/targets for the
marketing team.
Marketing Manager Discuss the current marketing Interview
managers expectations and
support he is offering his
team in order to help them
achieve their marketing goal.
Successful Instagram Research companies that have Reading/analyzing
Accounts a strong Instagram following
and high engagement and
uncover what .
PART 2: RESULTS
This section describes the background of the performance problem. There is a key focus on
repeating the information from the sponsor in order to ensure that the program meets their needs.
In addition, the business need, performance problems, learners and constrains are all described in
greater detail below.
Restate the Request
Summit Tech would like the marketing team to produce content that generates a higher degree of
user engagement on the company’s Instagram page.
Business Need
The business Need is to generate revenue for Summit Tech by posting highly engaging content
to their Instagram page; a stronger Instagram following and overall user activity will appeal to
future clients and their intent on working with Summit Tech to help promote their products.
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Performance improvement in this aspect will benefit the company and solve the issue that has
been brought to their attention: clients refusing to work with Summit Tech due to the lack of user
engagement and quality of posts within the company’s Instagram account.
Performance Problem
Using a narrative format, the following fictitious characters will be used to paint both an ideal
and current performance picture. The section will end with a description of entry tasks and the
gap between ideal and current performance.
Scenarios of ideal and current performance
Table 1
Scenarios of ideal and current performance
Type of Scenario
Performance
Current Michael Porter is a marketing team member for Summit Tech and has
performance been assigned to be one of the company’s Instagram account holders.
Michael is unclear of how much user engagement (likes, views or

comments) his posts should be receiving. He was solely instructed by his
manager to post to the page, spur some engagement and try to build the
following as much as possible. Michael does not seek any clarification
on exactly how many views, likes or comments he should be aiming for
per-post and does not set any goals or track the page’s progress.
When Michael posts images, there is not much thought given to the
colour schemes, angles or even brand promoting within the content that
Michael is posting to the Instagram page. Basically, Michael has
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forgotten all of the tips and guidelines that were presented to him in the
job training a few weeks prior.
Michael solely posts content to the page using the image feature and
does not pay any attention to what new features Instagram has available
or what the competition is using to establish their content with. He does
not try to remain up-to-date or keep the page trendy in any way.
Clients remain unimpressed with Summit Tech’s social media pages and
feel they cannot trust a company with a weak output of social media
content. The companies decide to look elsewhere and potential revenue
for Summit Tech is lost. Michael continues to post pictures when he
feels necessary and cannot figure out how to engage his audience on
social media and generate more likes, views and comments.
Ideal Performance Shaan Saundercook is a marketing representative for Summit Tech. He
is a recent graduate from Concordia’s John Molson School of Business
in Marketing and Management and has little experience in the field he is
currently working in.
Shaan is one of the account holders of Summit Tech’s Instagram page

and checks/updates the page daily. He has grown the following of the
Summit Tech’s Instagram page by 500 followers. In addition, Shaan’s
posts on Summit Tech receive an average of 150 likes and 200 views.
This was not always the case, Shaan sets goals for himself with regards
to his content and meets regularly with manager to review their targeted
goals, engagement numbers on his graphic Excel spreadsheet and
posting schedule.
Shaan is mindful of the visual and cognitive design principles needed to

help engage an audience using social media. Before posting a photo to
the Summit Tech’s Instagram page, Shaan realizes that viewers typically
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scroll through loads of content in a matter of seconds, therefore, he must

be strategic with how he positions the subject and background of his
posts. Shaan intentionally places his subject at the center of the frame
and uses natural colours in the background of the photograph. Shaan
uses harmonious colours in his posts, as these aid clients’ short-term
memory in order for their images to have a lasting impact (Sanocki &
Sulman, 2011). Shaan has implemented a complementary color pattern
(colors opposite to each other on a color wheel) to his most recent post
and has received positive feedback from his audience concerning the
vibrant and stand-out nature of the post.
In addition, Shaan uses Summit Tech’s official brand colours (red and
green) in most of his product posts, as this helps users recognize Summit
Tech’s personal brand. Shaan understands the importance of company
branding and having a consistent set of colours in order to help his
audience think “Summit Tech” whenever they notice a post with the
colours red and green.
Shaan remains up-to-date on the features of Instagram by spending time

researching what the platform has to offer. In additon, Shaan researches
what his competition is doing and applies some of those features to the
company’s Instagram page. He not only posts content using images, but
integrates the story feature and video capabilities of the platform to
engage his audience.
Summit Tech’s social media following has continued to grow, and

clients feel confident in the company’s professional and innovative
approach to their Instagram page. Thanks to their improved following,
Summit Tech has signed future clients and feedback has shown that
prospective clients are excited to work with Summit Tech, after viewing
their engaging content on their Instagram page.
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Competencies to be developed
End result
Through the establishment of clear objectives and communication process, implementation of
design principles within the content and an up to date process of using Instagram’s posting
features, the marketing team will increase user engagement on the Summit Tech Instagram page.
Competency 1
 Establish clear objectives and communication process for marketing team.
Competency 2
 Implement design principles within the content of the Summit Tech Instagram page.
Competency 3
 Marketing team follows a process where they remain up to date on the design features of
the Instagram platform.
Tasks in current and ideal performance
The following section describes performers performing the ideal skills, how they are currently
performing skills, entry skills of the learners, and the gap between current and ideal performance.
Tasks in current performance
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Table 2
Tasks in current performance, entry tasks and the gap between ideal and current performance.
Tasks in current End Result: Post pictures to the company’s Instagram account
Performance
1. Employee posts pictures to the Instagram page following an
individual process
 Employee uploads photo to the Instagram page
 Employee disregards the amount of views, likes or
comments each of his/her posts generates
 Employee does not establish short- or long-term goals for
photos on Instagram page
 Employee disregards tracking process for amount of likes,
views, comments, etc...
 Employee follows their own posting schedule at their own
convienence
 Member posts pictures on a weekly or bi-weekly
basis
 Member posts pictures on random days
 Member posts pictures at random times
2. Employee posts pictures

 Member posts pictures with no creativity or thought behind
the image
 Pictures do not contain any harmonious colour
pattern
 Pictures do not contain brand colours or brand
embedding
 Subject is not centered and differentiated from the
background
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3. Employee solely posts content to the Summit Tech Instagram page

without maximizing the potential features
 Member posts only images
 Disregards the story tool
 Disregards posting videos
Ideal Performance
 1. Establish clear objectives for the marketing team and formulate a communication
process
 Establish a process where managers support and work collaboratively with
marketing members to achieve engagement goals.
 Manager and employee communicate via email and establish times to
meet to discuss progress of the Instagram page
o Manager and employee meet to establish 1-3-month term goals
for user engagement (likes, views and comments) on posts
created for the page.
o Manager and employee establish 1-year term goals for user
engagement (likes, views and comments) on posts created for
the page.
o Manager and employee check-in once a month to review
progress of the page
▫ Adjust expectations if necessary
▫ Clarify any concerns about the goals established and the
Instagram page in general.
 Employee notes progress of user engagement numbers in an excel spreadsheet
that is shared with the manager during meetings
 Create a spreadsheet using Excel
o Document and upload the total number of likes, views and
comments on each Instagram post
o Pinpoint which posts received the most engagement
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o Pinpoint which posts received the least engagement

 Present results to Manager during check-in meetings
o Employee uses graphical representations of data to showcase
content progress
 Member and manager and decide on an appropriate schedule for posting
content to the Summit Instagram Page
o Posts content daily
o Posts content between 12 pm – 1pm
 2. Implement design principles within the content of the Summit Instagram Page
 Produce a photo where the focal point is significantly different than the background
 Select a subject that is related to Summit Tech
o Ensure subject is a product or promotion of company life
 Isolate the subject of the photo ahead of unsimilar backgrounds
 Place the subject of the photo next to different products
 Display the subject as the focus of the photo
o Blur background
 Visually prime the audience by embedding Summit Tech’s colours in the photographs
posted
 Implement the company’s brand colours within the photo
o Implement the colour red upon the subject or vice versa
o Implement the colour green upon the background or vice versa
 Ensure each post has the company’s logo in the bottom right corner
 Implement the Summit Tech colour scheme throughout the social media page
 Erase all content unrelated to Summit tech or the products on the Instagram
page
o Select all images unrelated to Summit Tech
o Delete all images unrelated to Summit Tech
 3.Members remain up to date on the design features within the Instagram platform
 Member allocates time to reading about the different features within the Instagram
platform
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 Member documents new features that haven’t been utilized yet or not as often
as they should be
o Member applies content to new features to maximize engagement
 Member allocates times to reviewing competitor’s pages or successful Instagram
profiles that receive high numbers of engagement
 Member documents the features that are being viewed
o Member applies features which they feel will be successful and spur
engagement
 Member posts content utilizing the story feature on a daily basis
 Member posts content using the story feature
o Member posts videos to the Summit tech story feature
o Member posts images to the Summit Tech story feature
 Member ensures to use branding within the story feature
PERFORMERS
Key groups involved in the performance process include:
 Summit Tech Marketing Team

 Marketing Manager
 Organization
Decision Maker
 The organization takes on the roll as a decision maker in this case since they have
received feedback from potential clients concerning the company's Instagram page and
have decided that the page needs more attention and advancement.
Decision Influencer
 The decision influencer in this case would be the marketing manager who will work
collaboratively with the marketing team to set realistic goals for the page, review the
statistical data with regards to engagement and set a routine posting schedule.
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Decision Implementer
 The implementer in this case would the marketing team who will be applying the newly
designed process to their upkeep of the page. As mentioned above, they will work
collaboratively with their manager to ensure that the posts to the page are reaching their
goals but also applying design principles and conducting research/applying the features
made available on the Instagram platform.
General characteristics
This section describes the general characteristics of the performers, including their
demographics, previous knowledge and influences. The following table presents this
information.
Demographics, previous knowledge and influences on the intended learners of this program.
Demographics The marketing team at Summit Tech:

 Consists of mostly young professionals, starting their careers
in marketing between the ages 23-30.
 Most of the team has either a bachelor's degree in marketing
or business degree from the John Molson School of Busines
and possess some basic knowledge about social media.
 There are 10 members of the marketing team
 Approximately 50% of the team identifies as male and 50%
identifies as female.
 The team has a strong multicultural balance as visible
minorities are present.
Personas
The following three narratives (high, medium and low maintenance learners) provide designers
with vivid mental images of their performers when designing programs and those mental images
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help designers address needs that demographic and general information might overlook
(Carliner, 2015).
Marketing Team
High Maintenance Performer Jennifer Emry is relatively new to the Summit Tech
Marketing Team. She wants to do everything she possibly can
to be successful since she was hired but is technically
underqualified for the position. Jennifer emails her manager
constantly about the progress of the page. She feels she needs
to update her manager daily about every photograph or video
she posts to the account and reminds him of the amounts of
likes and comments her posts receive. She also seeks feedback
from her team constantly concerning her design principles.
Her team reminds her to be mindful of her constant
interruptions and that she should set scheduled appointments
to speak to her manager about the page on a more monthly
basis. Jennifer spends a good portion of her time looking at
her competitor’s pages and trying to emulate their posting
features.
Medium Maintenance Jacky Hansel has been on the Summit Tech marketing
Performer team for 2 years. She is an average worker and will start and
finish work between the hours of 9 am and 5 pm. Jacky is
willing to implement the some of the strategies that she has
learned in order to make the posts on the Summit Tech social
media page more engaging. She has a drafted an email to send
to her senior manager in order to clarify if her posts are
reaching the goals that have been set out by the company but
is not too sure how to proceed once she gets her answer.
Low Maintenance Tom Wilson is a recent graduate from the John
Molson School of Business in Marketing and Management.
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He has been a part of the Summit Tech marketing team for

approximately three months. Tom posts pictures to the
Summit Tech Instagram page on a daily basis and has
scheduled an appointment with the marketing manager to
discuss long and short term goals for the page. He plans on
implementing some of the strategies and design principles to
his pages but does not feel the need to track the progress of his
posts at the moment.
Manager
Demographics Manager at Summit Tech:

 35 years-old
 Male
 Masters in Marketing from John Molson School of Business
 Has completed 4 workshops on social media marketing
Manager Personas
High Maintenance John Hamington has recently been promoted to the managerial
Performer position of the Summit Tech marketing team. He is eager to impress the
board and make an immediate impact. He has scheduled appointments to
meet with each of marketing team members in order to set goals, track
progress and create a routine for them regarding how often they should
post to the page. John continously checks the Summit Tech instagram
page and emails his team to make edits and adjustments. In addition, he
feels as though he knows best when it comes to design principles and
constantly critiques the content posted to the page.
Medium Julia Debruk has been the marketing manager for over three
Maintenance years. She has been focusing more of her time and energy on promoting
Performer products via Internet pop up ads and Facebook as opposed to Instagram
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but realizes those platforms are not as trendy anymore. As a result, Julia
is willing to devote some of her time to meeting with her marketing team
and reminds them to implement the design principles in their posts. Julia
updates the board on her progress and sees some progress with her team.
Low Joseph Rain has been the marketing manager for over ten years.
Maintenance He is rarely at the office and prefers to meet his clients face-to-face and
establish more personal relationships. This makes his less accessible to
his team and not available for meetings. He has been instructed to
spearhead this new marketing objective of increasing engagement on
Instagram but doesn’t have any experience with the platform himself. He
is, however, a Facebook user and makes suggestions to his team to view
other Instagram profiles, see what the competition is doing and apply it
to their page. He is a low maintenance performer as he performs his role
without putting a stress on resources.
CONSTRAINTS ON THE LEARNING ENVIRONMENT
The following section describes the constraints in the performance environment that could
impact the effectiveness of the program. Table 5 details the issues affecting performance in the
environment and that should be taken into consideration.
Type of issue Considerations associated with the issue

Negative  There is an abundance of information on the internet with
Constraints conflicting opinons about how to build your Instagram
following.
 The marketing team may not prioritize the social media
page as it is only a part of their designated list of
responsibilities and thus a demand on time.
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 The marketing team posts may not generate a lot of

engagement at the start and the process of building the
page may be discouraging.
 There is no financial compensation for building the
following, goals are simply expected to be met.
 Members may feel intimidated to meet with the manager
of their team and establish realistic short- and long-term
goals for the page.
 Members may find it difficult to remember and apply the
different design principles.
 Members may find it difficult to remain up-to-date and
continuously utilize all of the features on the Instagram
platform.
Positive Constraints  There is information available on the internet related to
building a following on Instagram that could help the
performers.
 The performers have the opportunity to gather intel and
communicate with their marketing manager for guidance.
 Members can work together to collaborate and offer
feedback on their posts to the account.
 The members have the freedom to post content in
whatever form they please.
 Member can utilize their creativity within the platform
ANALYSIS OF THE PERFORMANCE PROBLEM
Description of the Performance Gap
Currently, there are 90 followers on the Summit Tech Instagram page, while posts receive an
average of 10 likes, 3 comments and 20 views. The following statistics have resulted in negative
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feedback from potential clients and a reason for not agreeing to work with Summit Tech. Using
realistic short- and long-term goal setting, visual design principles while researching and
applying different features of the Instagram platform to the account, the average number
followers could reach approximately 400, while posts are aiming to receive an average of 100
likes, 20 comments and 100 views in the next 3 months.
Explanation of Performance Gap
Glibert’s (1996) behaviour engineering model is used to analyze and explain the following
performance gap.
Environment Information Resources Incentives/Consequences

-Marketing team members -There is no job aid or -There are no rewards for
have no feedback about cheat-sheet to remind increasing the average
their content and what is the marketing team of numbers of engagement
working/not working the design principles on the Instagram page
within their posts they should be
applying to the -Members are unaware of
-There are no clear content they are the potential total profit
guidelines concerning posting that Summit Tech is
how often members missing out on
should be posting to the -There is no excel
page sheet for members to -The lack of success of
post their statistics the Summit Tech
-Managers are currently and track the average Instagram page paints a
not meeting with members numbers of audience negative picture of the
to touch base on the engagement their marketing department
progress of the page and posts are receiving
their posts
-There is no guidance
-There are no short or or reference form on
long term goals set in what features
place for the page Instagram has
available
Individual Knowledge and skills Capacity Motivation

Marketing team learned -Marketing team -Members do not
about design principles on members have a necessarily see the value
Instagram but do not lengthy list of in the Summit Tech
remember: responsibilities thus Instagram page and the
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resulting in a profits it can yield for the

-What they should be demanding schedule company
posting to Summit Tech
Instagram page -Manager is busy as -Members are not
well and may not intrinsically motivated to
- To implement have time to meet post quality content due
harmonious colour with each of to the fact that the page
background marketing members does not belong them
as frequently as
-To utilize subject- needed.
background focus
-Establish brand colours/ a

scheme for employees to
follow
CONSTRAINTS ON THE PROJECT
Based on Gilbert’s model, the marketing team is not performing well due to:
 Marketing Team
o Members have no standards or short and long-term goals on how they should be
performing
o Members do not receive any support or feedback from their supervising staff in
order to have an idea if their posts are meeting the Summit Tech standard
o Do not have a job-aid or cheat-sheet to remind them of the design principles that
spur engagement
 Managers
o Do not have a standard or guideline to review with their staff concerning the
expectations of the company with regards to Summit Tech page
o Managers are extremely bust with other tasks and have other marketing projects
going on that require their time and attention

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 Organization
o The quality of assistance is not in place for the members or managers due to their
demanding work schedules
o The company has not passed out its expectations on the upkeep of the page
Product Constraints
o The focus of the company’s budget is in advertising through TV commercials and
Facebook ads (there is a limited budget for this solution idealy between 3-4
thousand dollars).
o The senior manager would like a proposed solution by April 15th, 2020
Product Constraints
o The company has requested that all materials be stamped or watermarked with
Sumimt Tech’s logo and keep development within the company as much as
possible.
PART 3. REQUIREMENTS
The first section describes the business and content objectives of the project followed by a draft
of assessments to determine whether or not the marketing team has met the required objectives
and determine if they have transferred to other facets of their lives.
Performance
Business
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Summit Tech will generate revenue by increasing user engagement upon their Instagram page
and promoting a professional and innovative image, resulting in prospective clients signing for
the company.
Content Objectives
Note: Unless stated otherwise, learners must perform all tasks with 100 percent accuracy, and
without assistance.
End result
Through the use of clear communication and objectives, implementation of design principles
within the content and an up to date process of using Instagram’s posting features, the marketing
team will increase user engagement on the Summit Tech Instagram page.
 1. Communicate clear objectives to the marketing team

 Establish a process where managers support and work collaboratively with
marketing members to achieve engagement goals.
 Manager and employee communicate via email and establish times to
meet to discuss progress of the Instagram page
o Manager and employee meet to establish 1-3-month term goals
for user engagement (likes, views and comments) on posts
created for the page.
o Manager and employee establish 1-year term goals for user
engagement (likes, views and comments) on posts created for
the page.
o Manager and employee check-in once a month to review
progress of the page
▫ Adjust expectations if necessary
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▫ Clarify any concerns about the goals established and the

Instagram page in general.
 Employee notes progress of user engagement numbers in an excel spreadsheet
that is shared with the manager during meetings
 Create a spreadsheet using Excel
o Document and upload the total number of likes, views and
comments on each Instagram post
o Pinpoint which posts received the most engagement
o Pinpoint which posts received the least engagement
 Present results to Manager during check-in meetings
o Employee uses graphical representations of data to showcase
content progress
 Member and manager and decide on an appropriate schedule for posting
content to the Summit Instagram Page
o Posts content daily
o Posts content between 12 pm – 1pm
 2. Implement design principles within the content of the Summit Instagram Page
 Produce a photo where the focal point is significantly different than the background
 Select a subject that is related to Summit Tech
o Ensure subject is a product or promotion of company life
 Isolate the subject of the photo ahead of unsimilar backgrounds
 Place the subject of the photo next to different products
 Display the subject as the focus of the photo
o Blur background
 Visually prime the audience by embedding Summit Tech’s colours in the photographs
posted
 Implement the company’s brand colours within the photo
o Implement the colour red upon the subject or vice versa
o Implement the colour green upon the background or vice versa
 Ensure each post has the company’s logo in the bottom right corner
 Implement the Summit Tech colour scheme throughout the social media page
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 Erase all content unrelated to Summit tech or the products on the Instagram
page
o Select all images unrelated to Summit Tech
o Delete all images unrelated to Summit Tech
 3.Members remain up to date on the design features within the Instagram platform
 Member allocates time to reading about the different features within the Instagram
platform
 Member documents new features that haven’t been utilized yet or not as often
as they should be
o Member applies content to new features to maximize engagement
 Member allocates times to reviewing competitor’s pages or successful Instagram
profiles that receive high numbers of engagement
 Member documents the features that are being viewed
o Member applies features which they feel will be successful and spur
engagement
 Member posts content utilizing the story feature on a daily basis
 Member posts content using the story feature
o Member posts videos to the Summit tech story feature
o Member posts images to the Summit Tech story feature
 Member ensures to use branding within the story feature
EVALUATION
Level 2
Using the checklist below, review the performer's image-posting process to the Summit Tech
Instagram account. Record in the appropriate column by indicating “yes” or “no” for each of the
listed objectives and tasks.
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Competency to be reviewed:
 Implement design principles within the content of the Summit Instagram Page
 Members remain up to date on the design features within the Instagram platform
Skills Check
Name of performer: _______________________
Name of evaluator: _______________________
Competency Action Comments

Implement Did the member...
design principles
within the 1) Produce a photo where the focal point is significantly
content of the different than the background
Summit
Instagram Page
A) Select a subject for the background that is related to
Summit Tech
Yes: ___
No: ___
- Select product or promotion of Summit Tech as the

subject in the photo
Yes: ___
No: ___
B) Isolate the subject of the photo ahead of unsimilar

backgrounds
Yes: ___
No: ___
C) Place the subject of the photo next to different products

Yes: ___
No: ___
D) Display the subject as the focus of the photo

Yes: ___
No: ___
- Blur background in photo
Yes: ___
No: ___
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2. Visually prime the audience by embedding Summit

Tech’s colours in the photographs posted
A) Implement the company’s brand colours within the

photo
Yes: ___
No: ___
-Implement the colour red upon the subject or vice versa

Yes: ___
No: ___
-Implement the colour green upon the subject or vice versa

Yes: ___
No: ___
B) Ensure each post has the company’s logo in the bottom

right corner
Yes: ___
No: ___
3. Implement the Summit Tech colour scheme throughout

the social media page
A) Erase all content unrelated to Summit tech or the

products on the Instagram page
Yes: ___
No: ___
-Select all images unrelated to Summit Tech or their

client’s products
Yes: ___
No: ___
-Delete all images unrelated to Summit Tech or their

client's products
Yes: ___
No: ___
Members remain 1.Member allocates time to reading about the different

up to date on the
features within the Instagram platform
design features
within the
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Instagram A) Member allocates time to reading about the different

platform
features within the Instagram platform
Yes: ___
No: ___
- Member documents new features that haven’t been

utilized yet or not as often as they should be
Yes: ___
No: ___
- Member applies content to new features to maximize

engagement
Yes: ___
No: ___
B) Member allocates times to reviewing competitor’s pages

or successful Instagram profiles that receive high numbers
of engagement
Yes: ___
No: ___
-Member documents the features that are being viewed

Yes: ___
No: ___
- Member applies features which they feel will be

successful and spur engagement
Yes: ___
No: ___
C) Member posts content utilizing the story feature on a

daily basis
Yes: ___
No: ___
- Member posts content using the story feature

Yes: ___
No: ___
-Member posts videos to the Summit tech story feature

Yes: ___
No: ___
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-Member posts images to the Summit Tech story feature

Yes: ___
No: ___
-Member ensures to use branding within the story

feature
Yes: ___
No: ___
Checklist adapted from Lai Ling Olivia Yu’s Level 3 evaluation checklist (Feb 1, 2011)
LEVEL 3
Generate Revenue
To evaluate the extent to which the performers retained the skills, as well as the ability for the
Summit Tech to meet its business objective of generating revenue, the following should be
conducted:
Trackable Data
1. A tracking sheet has been created below in order to follow/track engagement on the
website.
2. Currently, there are 90 followers on the Summit Tech Instagram page, while posts
receive an average of 10 likes, 3 comments and 20 views.
3. Using realistic short- and long-term goal setting, visual design principles while
researching and applying different features of the Instagram platform to the account, the
average number followers could reach approximately 400, while posts are aiming to
receive an average of 100 likes, 20 comments and 100 views in the next 3 months.
Tool Details
1. The tools below will be used to track the analytical data of the Summit Tech Instagram
pages. Clear numbers have been highlighted in the section above, along with a clear
vision of goals that the company is hoping to reach. The tool will be used by the
marketing team to track the progress of their posts and the engagement numbers they are
reaching.
2. The tools will help the employees communicate with their managers about the progress
of the team’s posting and whether they are seeing a development, decline or standstill in
engagement.
3. The graphical representation below gives a more visual display of each marketing
members post and the combined average of engagement their post has received.
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SUMMIT TECH - Marketing Team- Tracking Sheet

Member- Type of post Date Followers Likes Views Comments Average # of
Poster (Image, video, engagement
story) (likes, views,
comments,
followers)
SUMMIT TECH- Marketing Team- Analytics Graph
LEVEL 3 (Assessment 2)
In addition to monitoring the business objective, the managers will be required to complete the
following survey
Competency Evaluated:
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 Communicate clear objectives to the marketing team

The following survey should be emailed to managers in order to ensure they are supporting the
marketing team as designated by the organization.
Manager follow-up survey
Please answer the following question.
1.Did you reach out to your marketing team members and establish a time to meet?
Yes: ___
No: ___
If no, why?
____________________________________________________________________________
____________________________________________________________________________
___________________________________________________________________________
2. Did you establish short-term engagement (followers, likes, views & comments) goals with
your marketing team member?
Yes: ___
No: ___
3. Did you establish short-term engagement (followers, likes, views & comments) goals with
your marketing team member?
Yes: ___
No: ___
4.Did you establish a follow up meeting with the marketing team member approximately one-
month after your initial meeting?
Yes: ___
No: ___
5.Did the marketing member present a graphical representation of the analytical data with
regards to the content posted on the company’s Instagram page?
Yes: ___
No: ___
6. Did you establish an appropriate posting schedule with the marketing member?
Yes: ___
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No: ___
If yes, how often?
LEVEL 4 Evaluation
Performance Reason for inclusion Source

measure/outcome
 Number of followers The evaluator will be able to Instagram has a built-in
track the number of followers following calculator and the
on the Summit Tech marketing staff will be
Instagram page and determine required to track the
if the page has generated an followers on a monthly basis.
increase in following.
 Number of likes on The evaluator will be able to Instagram has a built-in like
Instagram page per- track the progress of calculator on each post. In
post engagement on each post addition to the numerical
from a user-response feature, the marketing team
perspective. will be required to document
the amount of likes each of
their posts receives.
 Number of views The evaluator will be able to Instagram has a built-in view
track the progress of views on calculator on each post. In
each post from a user- addition to the numerical
response perspective. feature, the marketing team
will be required to document
the amount of views each of
 Comments on the The evaluator will be able to Instagram has a built-in

Instagram page per- track the progress of comment calculator on each
post comments on each post from post. In addition to the
a user-response perspective. numerical feature, the
marketing team will be
required to document the
amount of comments each of
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 Number of reported The organization will be able The meeting notes should be
meetings held and to determine if the managers documented and will follow a
meeting notes and team are meeting on an structure that ensures the
individual basis and employees and marketing
continually following up on manager follow a guide for
posting schedules, goals and discussion.
other concerns for the
Instagram page.
 Research and Employees will be asked to The employees notes and
development behind share their feature notes and proof of application upon the
Instagram features research on other successful page.
Instagram profiles that they
have conducted.
The following rubric can be used to address the range of performance

End Result: Through the use of clear communication and objectives, implementation of
design principles within the content and an up to date process of using Instagram’s posting
features, the marketing team will increase user engagement on the Summit Tech Instagram
page.
Exceeds Meets Minimum Misses Off-the-mark

Expectations Expectations Minimum from Minimum
Expectations Expectations
Competency 1: Managers meet Managers meet Managers meet Managers do not
Communicate and establish and establish with meet and
clear objectives short- and long- short- and long- employees but establish short-
to the marketing term goals with term goals with do not and long-term
team employees and employees and establish short- goals with
continue this continue but need and long-term employees.
process frequent reminder goals with
independently. to continue doing employees. Employees do
so. not use a
Employees use a Employees use tracking sheet
tracking sheet Employees need a tracking nor do they
and present data to be reminded to sheet and but present data
graphically use a tracking do not present graphically
during meetings. sheet and present graphical data during meetings.
data graphically or vice versa.
during meetings.
Manager and Manager and

employee employee Manager and
establish posting establish posting Manager and employee do not
schedule for the schedule for the employee do establish a
account and account and establish
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revisit progress occasionally posting posting schedule

during future revisit progress. schedule for for the account.
meetings. the account.
Competency 2: Member Member Member Member

Implement design produces a photo produces a photo produces a produces a photo
principles within where the where the subject photo where without proper
the content of the subject point is point is the subject is subject or
Summit differentiated differentiated somewhat background
Instagram Page from the from the differentiated differentiation.
background and background from the
is attention background.
grabbing.
Both of Summit Only one of Both of Summit
Both of Summit Tech’s colours the Summit Tech’s colours
Tech’s colours (red and green) Tech colours is (red and green)
(red and green) are implemented/ implemented/ are not
are branded within branded within implemented/
implemented/ the photo. the photo. branded within
branded within the photo in any
the photo in a way.
creative fashion.
The Summit The Summit Tech The Summit

Tech colour colours have been Tech colours The Summit
scheme has been implemented have been Tech colours
implemented through most of implemented have not been
throughout the the page. through some implemented
entire page for of the page. throughout the
added effect. page.
Competency 3: Member has Member has Member has Member has not
Members remain allocated a allocated a allocated time allocated time to
up to date on the sufficient sufficient amount to reading/researchi
design features amount of time of time to reading/researc ng about the
within the to reading/researchi hing about the Instagram
Instagram reading/research ng about the Instagram platform.
platform ing about the Instagram platform but
Instagram platform and has not applied
platform and has applied some of any of their
applied research. the research to research.
their practice.
Member uses the Member does not
story feature on Member uses the Member uses use the story
a daily basis in story feature on a the story feature..
an effective daily basis. feature
way. sporadically
30
throughout the
week.
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References
Carliner, S. (2015). Training Design Basics. Baltimore, MD: ASTD Press.
Jackson, D. (2017). Science Has Spoken: Here’s Why Your Instagram Posts Don’t Get
Engagement. Retrieved from 14, 2019 from Egg. https://www.crazyegg.com/blog/why-
instagram-posts- dont-get- engagement/
Lampe, C., & Ellison, N. (2016). Social Media and the Workplace: New platforms can be
tools for connections with colleagues but also serve as distractions
in the workplace. Pew Research center. https://www.pewinternet.org/2016/06/22/social-
media- workplace
Larson, A. M., Freeman, T. E., Ringer, R. V., & Loschky, L. C.

(2014). The spatiotemporal dynamics of scene gist recognition. Journal of
Experimental Psychology: Human Perception and Performance, 40(2), 471.
Sanocki, T., & Sulman, N. (2011). Color relations increase the capacity of visual short-
term memory. Perception, 40(6), 635-648.
Stolovitch, H. and Keeps, E. (2004). Training Ain't Performance. Alexandria, VA: ASTD
Press.
Vinerean, S., Cetina, I., Dumitrescu, L., & Tichindelean, M. (2013). The effects of social media
marketing on online consumer behavior. International Journal of Business and
Management, 8(14), 66.
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Paul Apokatanidis-Baloukas Social Media Marketing

Summit Tech Marketing

PERFORMANCE NEEDS ASSESSMENT

Topic: Increasing User Engagement on Social Media: A Marketing Perspective

Part 1: BACKGROUND OF THE PROJECT

This section provides a brief background of the project.

receive low numbers of engagement.

following sources have been consulted.

Source Information Method

Performance indicators Investigate the company’s Reading

greater detail below.

Restate the Request

user engagement on the company’s Instagram page.

engagement and quality of posts within the company’s Instagram account.

gap between ideal and current performance.

Scenarios of ideal and current performance

Scenarios of ideal and current performance

Michael is unclear of how much user engagement (likes, views or

Shaan is one of the account holders of Summit Tech’s Instagram page

Shaan is mindful of the visual and cognitive design principles needed to

scroll through loads of content in a matter of seconds, therefore, he must

Shaan remains up-to-date on the features of Instagram by spending time

Summit Tech’s social media following has continued to grow, and

Through the establishment of clear objectives and communication process, implementation of

 Establish clear objectives and communication process for marketing team.

the Instagram platform.

Tasks in current and ideal performance

Tasks in current performance

2. Employee posts pictures

3. Employee solely posts content to the Summit Tech Instagram page

o Pinpoint which posts received the least engagement

Key groups involved in the performance process include:

 Summit Tech Marketing Team

Demographics The marketing team at Summit Tech:

He has been a part of the Summit Tech marketing team for

Demographics Manager at Summit Tech:

CONSTRAINTS ON THE LEARNING ENVIRONMENT

environment and that should be taken into consideration.

Type of issue Considerations associated with the issue

 The marketing team posts may not generate a lot of

ANALYSIS OF THE PERFORMANCE PROBLEM

Description of the Performance Gap

likes, 20 comments and 100 views in the next 3 months.

Explanation of Performance Gap

Environment Information Resources Incentives/Consequences

Individual Knowledge and skills Capacity Motivation

resulting in a profits it can yield for the

-Establish brand colours/ a

CONSTRAINTS ON THE PROJECT

expectations of the company with regards to Summit Tech page

going on that require their time and attention

demanding work schedules

o The focus of the company’s budget is in advertising through TV commercials and

and determine if they have transferred to other facets of their lives.

 1. Communicate clear objectives to the marketing team

▫ Clarify any concerns about the goals established and the

listed objectives and tasks.

Name of performer: _______________________

Name of evaluator: _______________________

Competency Action Comments

- Select product or promotion of Summit Tech as the

B) Isolate the subject of the photo ahead of unsimilar

C) Place the subject of the photo next to different products