DIGITAL COMMUNICATIONS

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DIGITAL COMMUNICATIONS

Data Insights and Competitor Analysis

The main key trends that appear for Qantas in the last 6 months are: Qantas 30 minute delay and missing baggage. On January 18, 2019 there was an issue raised on social media mainly on Twitter about Qantas 30 minute delay as a result of an owl which was napped in the engine. The owl was safely rescued and was assessed before being released to the wild (Appendix 1, Image 1). The main keyword group was Qantas (78.8%) followed by Qantas/ Virgin Australia (12.2%) (Appendix 1, Image 2). The post had 59.9% positive sentiment and 40.1% negative sentiment (Appendix 1, Image 3). Those people mainly come from Australia. This trend is positive because customers feel assured of their safety and the passion of the company to protect the environment. The sentiment trend shows that there were mixed reactions from people in Tweeter. English was the main language (99.3%) used in the posts and all the respondents (100%) were Australians (Appendix 1, Image 4). The explanation for this is that the post regards an Australian.

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Description

DIGITAL COMMUNICATIONS

This assessment task requires you to form a group of 4 students. Your group will be allocated a
topic/brand, and will use Social Studio data insights to identify key opportunities and issues for the
topic/brand. The insights drawn from Social Studio and other relevant secondary sources will allow
your group to develop content recommendations. Based on your analysis of data, you will write a
report that includes the following;
a) Cover Page (1 page)
b) Contents Page (0.5 page)
c) Data Insights and Competitor Analysis (2 pages) – Using Social Studio listening software you will
be able to gather information on the key data trends for your company. Identify the key issues, and
any relevant data regarding a key competitor using Social Studio software, and secondary sources.
Any visualised data should be in an appendix. Use Chicago referencing where relevant.
d) Identify key opportunities and issues (1 page page) – Identify the issues and opportunities in
relation to the key data insights and competitor analysis. DIGITAL COMMUNICATIONS.
e) Determine the content narrative and content distribution plan (3 pages) Write a content plan for
the next three months. This will include planned content headline, description of the
narrative/storyline, justification of relevance, content distribution (scheduling and platforms). You
can format this in a table.
f) References (1 page)
f) Appendicies; data visuals, record of group meetings, attendance and completed tasks.

One electronic copy of your groups’ assessment is to be submitted online through the Assessment
tab on Blackboard.
Report Style Guidelines
1. Each page has a page number.
2. Times New Roman (12 pt font) is used.
3. 1.5 line spacing.

4. Normal Margin Settings – as defined by MS Word.
5. You MUST include an appendix with data visual AND a table that documents your team meetings,
attendance and completed tasks. DIGITAL COMMUNICATIONS.
6. Written in business style with 3rd person point of view not 1st person point of view and no
contractions or abbreviations.
7. Report uses excellent English expression and grammar.

NOTE: THIS IS A GROUP ASSESSMENT. THE UNIT COORDINATOR HAS THE RIGHT TO ALTER YOUR

GRADE BASED ON PEER REVIEW OF YOUR INDIVIDUAL CONTRIBUTION.
All groups need to document agreed meeting dates, times, attendance and group deadlines for
sharing of content. ALL groups must submit this as an appendix in their uploaded document. This
evidence will be used by the Unit Coordinator should members of the group report an incidence of
group conflict.

The brands that your group can select change from semester to semester. Some examples you can
choose from are:
1. AQWA
2. Tourism WA (Another day in WA)
3. Malaysia airlines
4. Air Mauritius
5. Qantas
6. Thermomix
7. Uber
8. Ubereats
9. Rottnest Island
10. KFC Mauritius
11. Air BnB

WHAT DOES A CONTENT PLAN LOOK LIKE? (SECTION E OF YOUR REPORT)
Table 1 Content Plan
Planned Content Comment on relevance to audience Scheduling
date & time
(content
distribution)

Responsibilities

Narrative 1: Inaugural Inaugural means the first and is something new
that has never been seen before. With the first
there is always a sense of excitement exclusivity
and development of intense loyalty. This is
particularly true within a sports marketing context.
The narrative of 'inaugural' will be developed
through a new hashtag for the event #bepartof
aflhistory
To further grow the feeling of
inaugural/exclusivity/nostaglia, images from the
inaugural men’s and women’s first seasons..
Excitement will be built through a countdown to
the first game
Instagram content or video content wher the
inaugural men’s players 'remember' their first
game and send messages of support to the
inaugural female team.
Interview players and community

Post
Day
Time
Monitoring
Day & time
Day & time

Day & time

Day & Time
John to source content
All members participate in
headline, hashtag, and call to
action decisions
John to post agreed content
and headline.
John to ensure conforms to
style guidelines.
Jane to monitor
conversations & report to
group members

Narrative 2: WA Spirit "A feeling of involvement in and concern for one's
local community." Focusing on players from
country towns etc.
This narrative is designed to capture the hearts
of all Western Australians. This will be
achieved through a series of engaging posts that
foster a feeling of involvement and sense of
community.
Highlight who the sponsors are
Introduce the brand ambassadors- many of these
will have regional affiliations.
Tie in with regional mens team supporters to
foster a WA spirit versus only a Perth spirit.
Post
Day
Time
Monitoring
Day & time
Day & time
Day & time
Day & Time
Pete to source content
All members participate in
headline, hashtag, and call to
action decisions
Jane to post agreed content
and headline
Jane to ensure conforms to
style guidelines.
Pete to monitor
conversations & report to
group members

Narrative 3: Professionalism The content must create and generate excitement,
intrigue and anticipation for the women's

 

inaugural AFL season.
Present the women as professional athletes
This narrative can be achieved through video
content that focuses on fitness regimes, 'a day in
the life', dietary regimes to show the level of
professionalism.

JUSTIFICATION (SECTION E OF YOUR REPORT)

Narrative 1: Inaugural
The first season of the AFL Womens' League and the first Docker's womens' team you can capitalise on these once in a
lifetime moments as a way to encourage people to attend the games and get behind the women's team and their first
season. Things that are scarce have more value and they play on the fear of missing out.By driving the sense of exclusivity
and pitching the fact that this is a once in a lifetime and history making – people will feel that they need to be present for
the women's first season. Need to highlight why the first season is important as a call to action. DIGITAL COMMUNICATIONS.
This is suited to the audience because…..
Narrative 2: WA Spirit
Ways to create WA spirit:
1) Player profiles – "get to know your team" video profiles. Really get to know the players better.
2) Day in the life videos – training schedule, eating habits and other jobs.
This is suited to the audience because….. DIGITAL COMMUNICATIONS.
Narrative 3: Professionalism
Look at content areas:
Player statistics
Mixed training sessions
Woodside – backed by our sponsors
Pre-game – build up and preparation.
Promote athletic achievement. Have a 'young gun' of the week award.
This is suited to the audience because….. DIGITAL COMMUNICATIONS.

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