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Stukent Mimic Social simulator assignment

This assignment is for students to learn paid social media and influencer marketing using the Stukent Mimic Social simulator. This is for a social media public relations or social media marketing class. Learn more about this assignment by seraching "stukent mimic social" at

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Stukent Mimic Social simulator assignment

  1. 1. Matthew J. Kushin, Ph.D. | S St tu uk ke en nt t: : M Mi im mi ic c S So oc ci ia al l A As ss si ig gn nm me en nt t ( (2 2 P Pa ar rt ts s) ) COMM 322: Social Media Summary Due Date Part 1: See syllabus. Part 2: This is the final for this class. It is due at the exam scheduled time. See syllabus. How to Turn In Part 1: Dr. K can see what you’ve submitted in Stukent. So simply complete the work by the due date. Graded: Complete (100%)/Late (80%)/Did not complete (0%) Part 2:  If you do a report – turn in the report as an MS Word file.  If you do it as a recorded presentation – turn in either the link to the video file online in the dialog box, or attach the file. Getting Started  If you have not yet, you must purchase access to our class on Stukent Mimic Social (Cost: $60).  Buy it here: ________________  Once purchased, you can sign into Stukent by going to and clicking login. Use the login you set up when you purchased the software.  Once logged in, follow the prompts to begin the Mimic Social simulator where instructions will be provided. Instructions Part 1: Stukent Mimic Social Progress Check: Sub-assignment (worth 3% of your total grade) This sub-assignment will get you started using Stukent Mimic Social. Time will be given in class to work on this with the professor available for assistance. Work at your own pace. You likely won’t get finished during class time and can finish outside of class. To Do: You will complete rounds 1 through 6 in this assignment by the due date (see the syllabus). In so doing, you will complete the questions in the analysis rounds (i.e., rounds 2, 4, and 6). For the last question in round 6 (“What types of content did you use for this round? Why?”, instead of answering this question, provide a brief description of how you plan to use what you’ve learned so far in completing the rest of the Stukent Mimic Social (for Part 2 of this assignment). → Suggestion: You may want to take analytics screen grabs as you go through the rounds so you can refer to them later when creating your Part 2 report (see below). → Tip:  Watch the videos and read through everything. There are a lot of insights that will save you time. Things like when you post, what assets you use, what platforms you post on, what your audience’s buying power is, and more affect your results.  Although you are in competition with one-another, you are strongly encouraged to chat with classmates throughout this assignment and share tricks of the trade – what’s working, what’s not working, etc. These types of discussions will help you learn. Instructions
  2. 2. Matthew J. Kushin, Ph.D. | Part 2: Stukent Mimic Social Completion & Report To Do: You will complete the remaining rounds – rounds 7 through 16 – of the simulator. You do not need to answer the ‘questions’ in the analysis rounds (even-numbered rounds). However, I encourage you to work through them so you can prepare for your final report (see instructions below). How to create your final report: Create this is report to the chief marketing officer (CMO) of Buhi, detailing your accomplishments during the campaign. This is a great report to be able to discuss in a job or interview application. So I suggest making it strong! Be sure to use visuals (screen grabs) from your analytics to support your claims below. I expect to see a lot of images and evidence for your claims. You may write this as a written report or do a slide deck presentation with voice over. It is up to you. If you do a recorded slide deck presentation, see the info at below for tips. Questions to Address in Your Final Report 1. What goals did Buhi give you? 2. Target Audiences: a. Provide a general overview of the target market for Buhi. b. What audience(s) – of the ones available to you - did you choose to target and why? c. What audiences did you have the most success with? Why do you think that is? (hint: In both Post Analytics and Post history you can filter by audience name). 3. For Social Content: a. Looking over Post Analytics: What social media platforms worked best for you in terms of awareness, engagements, and revenue? Show evidence. b. What dates/times worked best for each platform? How often? c. What types of posts (e.g., articles, people indoor with products, image no product, memes) on your top 3 platforms worked best in generating awareness, engagement, revenue? d. Looking through your post history: What were your tops posts for: awareness, engagement, revenue? 4. For Influencers: a. What types of influencers did you have the most success with? What social media platforms performed best with your influencers in terms of awareness, engagements, and revenue? b. What types of influencer strategies (e.g., brand ambassador, takeovers, etc.) worked best? Why do you think that is? 5. Overall Performance: a. Looking over your early performance (the first few weeks), your middle performance, and your final performance (the last few weeks), in what ways did you improve? In what ways, if any, did you not improve? b. What were your final results in terms of total awareness, engagement, and revenue? c. How well did you meet each of the goals Buhi gave you? (see the goals Buhi gave you below) d. What was your ranking in the class (see course ranking)? 6. Takeaways & Reflection: a. What did you learn from this experience? b. What were your areas of strengths? What areas would you like to improve upon? c. Imagine you were leaving this company and going to train the next person to fulfill your position. What advice would you give that person? d. Please feel free to share any final thoughts.
  3. 3. Matthew J. Kushin, Ph.D. | If You Decide to Create a Video Recorded Slide Deck Presentation, read below: Voice over is required of you explaining the concepts. Visuals – such as slides are required. There are many ways to create a video of your teammates. Below are a few options to explore. Ultimately, it is up to your team to choose what works for you.  Powerpoint with audio - You can Powerpoint and record audio over it. Monica teaches this in COMM 352. o Here are tips. php  Adobe Spark video - It’s easy and free. o Here’s a step-by-step guide for using the video feature of Adobe Spark. Note, I Created this for another class so ignore info bout requirements or how to turn it in:  Screen Recording - You can create a slide deck and then do a screen recording of your slides with software. Mac o o Windows 10: 10 Getting Started Be sure to sign up for Mimic Social using the info at the top of the course syllabus. Watch the intro video and read through the scenario info. Take time to acquaint yourself with the brand and the target audiences before you get started. Look over the previous analytics they share. Take notes (I find, gathering screen grabs can help). How Rounds Work Rounds work in pairs. Odd-number rounds (e.g., 1, 3, 5, 7) are where you plan and schedule your social posts and then run the simulation. Even number rounds – or analysis rounds - show you your results and ask you a discussion questions. They also show you how you compare to your classmates. To progress through odd number rounds: Read through the scenario, check your weekly memos, plan your posts, work with your influencers (only available in some rounds), respond to messages (only happens in some rounds). Then, click ‘run simulation’ to see your results.
  4. 4. Matthew J. Kushin, Ph.D. | In order to move past even number rounds, you must click ‘questions’, and scroll down to the bottom and click “submit.” You do not have to fill out all the questions to click submit. Your Goals The goals I want you to report on are copied directly from the “goals” section of the simulator with slight modifications for clarity. See below: Grow Your Brand Awareness The number of followers, fans, etc. across each network needs to grow significantly. The boss will give you specific areas to focus on but you should consistently work on increasing your follower count. This will allow you to reach more people. Increase Engagement If you grow your reach, engagements will follow (likes, comments, shares etc.), but only if the content you write and share is engaging. Just like building brand awareness, the boss may have you focus on different areas each week but he always wants to see the number of engagements going up. Increase Sales All of the above goals are focused on branding. The goals for your social media marketing campaign are, first and foremost, about building the Buhi brand. The following goal is about return on investment. The boss wants to see a 10% increase in annual sales over the previous year. <- Dr. K’s note: Given that you are only covering the last quarter of the year, your goal is to generate a total of $300,000 in revenue across the 16 weeks. ->. How can you drive more conversions with the content you post? How many times can you push product to your followers before they start unsubscribing? You'll have to find the right mix, just be certain that you drive sales. Outperform Your Peers In the end, you have to outperform the peers in your class. They have been given the same scenario and your goal will be to beat them in each of the above categories. The ranking you see in the simulation is based on revenue because this is what keeps Buhi in business but you should focus on doing well in all of the above areas, not revenue alone. Grading Criteria Report & Reflection - 90% of grade:  Communication - Clear, professional communication that the listener can easily understand.  Social and Influencers - Thoroughness in answering all questions on report; Ample evidence to support claims made in report. Demonstrates analysis of learning.  Performance - How successful the presenter was in achieving the goals Buhi put forward – that is, how well did you do in growing audience, building engagement, and generating revenue?  Takeaways & Reflection – Thoughtful reflection demonstrating the student engaged in reflection, evaluation, and integrated those thoughts into future performance. Performance in Competition - 10% of grade:  The last 10% of your grade is based on your course rank – that is, your rank in comparison to your peers. The top performer will receive 20% (or 10% extra credit). The second performer will receive 15% (or 5% extra credit), the third performer will receive 10% (full credit), and each person thereafter will receive 2 points less down to 0:
  5. 5. Matthew J. Kushin, Ph.D. | o Third=10; Forth=8; Fifth=6; Sixth=4; Seventh=2; Eighth and lower = 0.