MARK2007- Marketing Research

Week 10: Social Media Monitoring

Professor Nyla Obaid

Summer 2021
 Agenda

Hi!
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Social Media Monitoring

2 Strengths & Weaknesses,
Examples
Assignment Handed Out

Group Assignment
3

2
Hi!
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Social Media Monitoring

Social Media Monitoring

Strengths & Weaknesses
Assignment
Social Media Monitoring

Brands like to keep up with what’s being said

about them online, on social media

• Why?
• Example
• #WHITECLAWCANADA

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 Social Media Monitoring: Examples

H&M:
GATORADE: PIZZA HUT:
Ran four major campaigns that
Launched Mission Control, where Used social media monitoring to make their
each featured difference celebrity
they monitor social media posts marketing more effective. They posted
spokespeople. By measuring the
24 hours a day. It has improved several pieces of organic content, then
volume of conversation following
their marketing. The company tracked the conversation around it.
the campaigns, H&M found that
extended an “Evolve” 60- That which got the most buzz is used
the success of their endorsements
second ad tune into a full-length more widely. Two very similar-looking
depended on their geographical
track available for download in posts, both shots of pizza, one was on
markets. It showed how different
response to frequent questions a white background, the other on
cultures and customs can affect
like “Who sings that song?” black. Because Pizza Hut was paying
how an audience receives your
Gatorade also used Mission attention to the conversation, they saw
marketing campaigns, and how
Control to bulk up production of that the black background shot was
markets with limited engagement
its recovery drinks because of performing three times as well. This
may benefit from a different
complaints it was selling out. boosted the ROI of their ads by using
approach.
that image.

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 Strengths & Weaknesses

Strengths Weaknesses Best Use Cases

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 Social Media Monitoring
Assignment

Find a #hashtag that is being promoted through BY THE

BRAND ITSELF— in ads, social media campaigns etc. It
should be one that you have not followed before.

Please focus on the Canadian market.

Using 16:9 (widescreen) Power Point slides, create a social

media monitoring report that analyzes the performance of
this hashtag on social media.

Analyze how this hashtag is being used by average

people/customers.

DUE: July 13, 2021 at 5:00pm

Worth 10%

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Group Assignment
 Thanks.

Does anyone have any questions?

Nyla.obaid@georgebrown.ca

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