What Happens To The Human Body As We Age By: Chloe Life Span Aging- “The time-related deterioration of the physiological functions necessary for survival and fertility” (Gilbert, 2000). The life span of a human is said to be 121 years but rarely do we live that long. The only species expected to live longer than humans is tortoises and lake trout which can live up to 150 years Scott F Gilbert is the author of Developmental biology, 6th edition. In this article he talks about the maximum life span and life expectancy of certain species. He talks about how no matter what species the life expectancy depends on populations on the species. In this world today the life span of a human is different depending where you live. Someone in the United States is expected to live longer than someone who lives in Afghanistan. 2 Survival rates Survival curves for U.S. females in 1900, 1960, and 1980. M50 represents the age at which 50% of the individuals of each population survived. (After Arking 1998.) In this figure Scott Gilbert shows the aging curve in females from the 1900s to the 1980s. It shoes how in the 1900s females where living an average of 58 years and in the 1980s females were living an average of 81 years. 3 Causes of Aging Oxidative damage- metabolism General wear-and-tear and genetic instability- small traumas to the body over time Mitochondrial genome damage- energy production Telomere shortening- Telomeres are found at the end of human chromosomes Genetic aging programs- aging rapidly Scott Gilbert describes five ways what causes humans to age. He states there are many different theories how we age and there is no clear agreement what exactly causes humans to age. 4 Genetic Aging Syndrome Out of the five Genetic aging has no cure. This is a rare form that causes kids to age at a very high speed making there life span very short. White, A. (2014, January 12). Sam Berns, The Brave Teenager Who Was The Face Of Progeria - And The Patriots' Honorary Captain - Has Died. Retrieved from https://www.buzzfeednews.com/article/alanwhite/sam-berns-the-brave-teenager-who-was-the-face-of-progeria-ha This is a picture of a boy named Sam and his family. He suffers from genetic aging syndrome and was only 17 years old when he sadly passed away. 5 Digital Marketing- C10DM - Dr. Ross Curran Coursework - Social Media Campaign and Content Planning- iVac Advaita Vinod H00284485 Word Count: 2,196
 Page � of �1 16 The iVac is a revolutionary vacuum cleaner released by Apple. It is designed to change the manner in which audience vacuum and revolutionise entire home cleaning sector. 1. Adoption Theory The adoption theory analyses the fact that there might be multiple factors which influences the decision of a customer. (Straub, 2009) .These factors might incorporate the awareness and knowledge of the consumer, their acceptance of the innovation and experience in buying such a product. This report will analyse the cl ...

1. What Happens To The Human Body As We Age
By: Chloe
Life Span
Aging- “The time-related deterioration of the physiological
functions necessary for survival and fertility” (Gilbert, 2000).
The life span of a human is said to be 121 years but rarely do
we live that long.
The only species expected to live longer than humans is
tortoises and lake trout which can live up to 150 years
Scott F Gilbert is the author of Developmental biology, 6th
edition. In this article he talks about the maximum life span and
life expectancy of certain species. He talks about how no matter
what species the life expectancy depends on populations on the
species. In this world today the life span of a human is different
depending where you live. Someone in the United States is
expected to live longer than someone who lives in Afghanistan.
2
Survival rates
Survival curves for U.S. females in 1900, 1960, and 1980. M50
represents the age at which 50% of the individuals of each
population survived. (After Arking 1998.)
In this figure Scott Gilbert shows the aging curve in females
from the 1900s to the 1980s. It shoes how in the 1900s females
where living an average of 58 years and in the 1980s females
were living an average of 81 years.

2. 3
Causes of Aging
Oxidative damage- metabolism
General wear-and-tear and genetic instability- small traumas to
the body over time
Mitochondrial genome damage- energy production
Telomere shortening- Telomeres are found at the end of human
chromosomes
Genetic aging programs- aging rapidly
Scott Gilbert describes five ways what causes humans to age.
He states there are many different theories how we age and
there is no clear agreement what exactly causes humans to age.
4
Genetic Aging Syndrome
Out of the five Genetic aging has no cure. This is a rare form
that causes kids to age at a very high speed making there life
span very short.
White, A. (2014, January 12). Sam Berns, The Brave Teenager
Who Was The Face Of Progeria - And The Patriots' Honorary
Captain - Has Died. Retrieved from
https://www.buzzfeednews.com/article/alanwhite/sam-berns-
the-brave-teenager-who-was-the-face-of-progeria-ha
This is a picture of a boy named Sam and his family. He suffers
from genetic aging syndrome and was only 17 years old when
he sadly passed away.
5

3. Digital Marketing- C10DM - Dr. Ross Curran
Coursework - Social Media Campaign and Content Planning-
iVac
Advaita Vinod
H00284485
Word Count: 2,196
Page � of �1 16
The iVac is a revolutionary vacuum cleaner released by Apple.
It is designed to change the manner
in which audience vacuum and revolutionise entire home
cleaning sector.
1. Adoption Theory
The adoption theory analyses the fact that there might be
multiple factors which influences the
decision of a customer. (Straub, 2009) .These factors might
incorporate the awareness and
knowledge of the consumer, their acceptance of the innovation
and experience in buying such a
product. This report will analyse the classic theory: Technology
Acceptance Model (Davies et al
1989) and compare it to the Uses and Gratification Theory. In

4. order to progress towards each
model, it is important to understand the process of “Technology
Adoption”.
Page � of �2 16
Figure 1: Technology Adoption Process
1.1 Technology Acceptance Model
Why do people use technology? one theory to explain this
especially with the context of iVac is the
“Technology Acceptance Model” (TAM).
This is a model which conveys how users have
come to accept and use a technology, this is
usually because individuals find the technology
useful for the task as well as easy to use. The
theory was developed in the late 1980s when
we had technology such as email (Lee, 2003).
In this context, the old system vacuum cleaners
were manual ones wherein individuals had to
physically clean.
The theory in itself says very little about the technology itself
and more about what we believe and
perceive this technology to be. In other words, whether
technology is actually useful or easy to use
is not a matter of the technology but a
matter of our perception and this may
change.
There are various factors which acts as a
depending factor; how much experience
you have, how old your are and the
perceptions of a particular piece of

5. technology.
The traditional method of sweeping,
using a manual vacuum cleaner and now
an iVac changes not because the
technology or method by which the
cleaning is done is different but because
individuals are different.
1.1.1 Limitations of TAM
TAM assumes that people plan the behaviour and that they are
rational in their actions, this means
that we evaluate the usefulness and the ease of use of a
technology, however not everyone is
rational in their decision making and not entirely rational in
their behaviour either. The theory
doesn’t account for this. For example, when the first iPhone had
come out people had camped
outside the apple stores in order to get hold of the technology.
None of these people might have had the chance to try the new
technology prior to the purchase and
hence couldn’t have known about the usefulness or ease of use
of the iPhone. Hence, this can’t be
called the reasoned action based on an evaluation of the
technology.
Another limitation when using this theory in context of the iVac
is that it doesn’t give us any design
advice on how we should build better technology other than the
general statement of “make sure it’s
useful” and “make sure it’s easy to use”. All technology is
designed to that extent, however not all
technology’s are useful or easy to use which is why there are
alternative theories which suggest why
people might adopt new technology. (Lee, 2003)
Page � of �3 16

6. 1.1.2 Uses and Gratification Theory
One of the earliest research into media was how the audience
and producers engage with each other
during the consumption of media. A very popular idea was the
“Effects Model” which looked at
what the media did to the audience. It suggested that audiences
are passive at the mercy of whatever
the media tells them. With regards to the iVac, the “Uses and
Gratification Theory” (UGT) takes the
viewpoint of the audiences being active participants in the
exchange of media, hence they use media
to gratify their needs such as social connection and self esteem.
It details the primary needs the
audience’s are able to satisfy with the media; surveillance,
personal identity, personal relationships.
(Roberts, 2005)
Page � of �4 16
Table 1: Strengths and Limitations of Uses and Gratification
Theory
2. Social Impact Theory
Introduced and created by Bibb Latané, the concept of “Social
Impact Theory” which portrayed the
variety of influences on an individuals beliefs, attitudes and
behaviours, this translates to the simple
fact that every individual is influenced or gets influenced by
someone else.
Latné states that the Social Impact Theory (SIT) consists of 3
components which takes into

7. consideration the extent to which individuals can be targets of
social influence: Strength,
Immediacy and the Amount of sources which makes the impact.
Page � of �5 16
Figure 2: Social Impact Theory (Bibb Latané)
Strength depicts an individuals or groups of authority and power
of persuading. While Immediacy
unfolds the understanding between people. And the number of
sources states the amount or number
of people influencing a particular situation unfolds the
understanding between people.
In the era wherein social media dominates, being influenced by
what individuals see or hear via
social media is indispensable and thus the objective of this
report will include methods by which
social media platforms can increase the level of “online
consumer engagement”.
An increase in the number of comments, post ratings and
responses can stimulate sales and
influence other individuals which ultimately benefits the firm as
well as enhances brand awareness
and brand loyalty towards the product.
2.1 Message Strength
As mentioned above, the SIT incorporates 3 components which
assists in creating a social impact.
The Message Strength will be used in order to increase the
number of people connecting to the ivac
due to its message. Message Strength can be further broken
down into “situational” or “trans-

8. situational” type of message strength.
2.1.1 Situational Strength
Situational strength is defined to provide cues in environmental
forces depending the desirability of
potential behaviours. This is said to increase the psychological
pressure on an individual to engage
in order to influence particular behaviours. Considering the fact
that the product in hand is a
vacuum cleaner, having an expertise speak well of the product
would be the first step in instigating
awareness. In 2016, Perez-Vega Waite and O’Gorman stated
that with the use of appropriate actors
could increase the situational strength. This could result in the
use of prominent actors, musicians,
activists and social media influencers to promote the product.
Considering the fact that the target
market is between the ages of 25-45 years, it is important to use
actors from various age groups, this
will enhance their credible approvals and assurance of the
product. With the use of older citizens,
the fact of “connivance” is conveyed whereas younger social
media influencers can highlight
convince by having the vacuum clear programmed with a click
of a button on their smartphones,
also have it synced to iTunes whereby music can be played too.
Nonetheless, some customers might view the message highly
frustrating and might misunderstand
whereas others may find it comforting and relaxing.
Page � of �6 16
Table 2: Strengths and Limitations of Social Impact Theory

9. 2.1.2 Trans Situational Strength
This type of message strength aims at increasing the prominence
via the depiction of models usually
with good physical appliance and perceived characteristics.
Appearance is important as it conveys a
sense of confidence, maturity and youth which preach strong
values of the product.
It is important to use both genders as well as various people
from different age groups. This
enhances the fact that any one between the targeted age group
can use the product.
2.2 Message Immediacy
In order to increase and improve the presence and proximity
towards the target audience, it is
important to have the engagement and social impact of a
message (Perez-Vega, Waite and
O’Gorman, 2016). This is further broken down into 3
categories; Physical, Temporal and Social
which will be analysed in the following section.
2.2.1 Physical Immediacy
This concept states that the closer in geographic proximity the
audience is, the more relatable a
social media post is (Trope and Liberman, 2010). It has been
analyzed and discovered that
physically closer target audience tend to bend to peer pressure
and which enhances the beliefs and
values that they share (Pedersen et al., 2008; Bourgeois and
Bowen, 2001).
Taking into example Dyson, a British based company
manufacturing vacuum cleaners who have
model stores across the global, iVac could implement the same
method.
There are few Apple stores in the UAE, the introduction to a

10. few more in the major malls will
enhance the ability to view the product and have
demonstrations. Including multichannel into the
content plan will improve the awareness given about the product
as well as increases the trust
gained from the customers. This content plan will utilise the
aspect of physical proximity as a form
of appeal and engagement with its audience as it might add as
much value considering the product
involved.
Page � of �7 16
Figure 3: A comparison made; traditional versus current era. An
example of the social media influencer
Kim Kardashian who holds situational power and is representing
the brand.
2.2.2 Temporal Immediacy
This type of immediacy is with regards to time related
immediacy between the message and the
audience. This tends to stimulate quick responses and purchases
nonetheless this could affect the
social impact in a negative manner and hence this report aims to
avoid this.
In 2016, Perez-Vega, Waite and O’Gorman found that an
increase in temporal distance can
negatively affect the social impact , nevertheless this content
plan will taken into consideration this
limitation.
2.2.3 Social Immediacy
This concept looks into how the purchase of an individual
instigates another purchase of the same

11. product. This is usually due to the need for similar products
within the same society (Heider, 1958).
When consumers are surrounded by like minded people it tends
to positively affect their purchase
as it helps them socially connect as well as increases the trust
between the consumers and hence
improves the clarity between the brand and consumers. Below
are posts which have been reposted
by iVac of their audience. This reduces the distance between
them and portrays a sense of
belonging. The posts aim to subtly suggest the product and the
temporal immediacy in forms of
promotion. The posts are informal which enhances customer
relations with iVac.
Page � of �8 16
Figure 4: A hypothetical application of the temporal immediacy
in order to increase sales
Page � of �9 16
Figure 5: Examples of social immediacy portraying the firm and
its customers
Figure 6: Examples of social immediacy via psychological
closeness via a reward
2.3 Number of Sources
The last component under SIT is the number of sources which
creates a positive impact on the

12. social impact. Nonetheless this is still being debated upon as
more than 3-4 posts have no increase
in the social impact (Tanford and Penrod, 1984; Latané and
Wolf, 1981).
This type of influence has been found to have various number of
sources usually depending on the
context and situation while increasing the amount of content
created to make a social impact
(Tanford and Penrod, 1984; Latané and Wolf, 1981).
3. Content Strategy for Engagement- Example Post(s)
This section will propose the marketing strategy (MS) for iVac
with the use of social media
channels: Instagram and Facebook.
According to the Social Media Statistics 2019 by Infographics
for the UAE, the Emirati population
spends approximately 2.56 hours n social media on a daily
basis. Figure 7 provides the statistical
percentage. Closer analyses of the statistics depicts that
“Facebook” and “Instagram” are amongst
the highest active social media and hence iVac hopes to use
these social media platforms as a
method of marketing strategy.
Page � of �10 16
Figure 7: UAE Social Media Statistics 2019
Source: UAE Social Media Statistics 2019
Audiences are encouraged to share iVac’s posts via other
platforms this will create awareness
towards the followers. Nonetheless, it is important that the

13. posts are of relevance in order to create
engagement which enhances awareness as well as probability of
the post being shared further.
The plan identifies the fact that when increasing the engagement
there might be “inactive”
audiences as well. In order to touch base on the “inactive”
users, iVac will post during peak hours
on Facebook and Instagram as well as go live in order to
highlight the features that the iVac has as
well to demonstrate how the iVac is used.
Page � of �11 16
Table 3: Strengths and Limitations of using the social media
with regards to iVac in the UAE
3.1 Example Posts for Engagement
In order to encourage prospective customers to use and buy the
iVac and share content, as well as
rewarding them, the use of social media influencers will be
used.
A post such as the one above aims at enhancing the audience
engagement through situational
strength, temporal immediacy and social immediacy. Once the
audience sees the post, with the use
of word of mouth people discuss the post and share this content
in order to receive a reward. A post
like this will be shared via Facebook and Instagram as just one
platform is not sufficient.
Page � of �12 16

14. Figure 8: The use of social media influencer - movlogs to
portray situational strength, temporal
immediacy and social immediacy
Page � of �13 16
Table 4: Connection of SIT and Adoption Theory
4. Customer Response Rate
4.1 Target Metrics
Taking into consideration “Dysons” statistics, iVac hopes to
attract atleast 700-1000 people every
month to view the website.
4.2 Adjustments to Posts
As shown in figure 5 the social immediacy of the content plan is
sufficient, nonetheless it can be
tweaked to incorporate the lower generation as well. Creating a
comparison of various age groups
and social groups to endorse the product could enhance the
posts as well as the website.
In addition the content plan does not taken into account the
trans-situational message as the iVac is
a home appliance. the portal of models with appropriate physic
might not appeal to the audience.
Nevertheless, there are pros and cons of making adjustments to
the posts.

15. Page � of �14 16
Table 5: Target Metrics for iVac
References
DeWall, C.N., Twenge, J.M., Bushman, B., Im, C. and
Williams, K., 2010. A little acceptance
goes a long way: applying social impact theory to the rejection-
aggression link. Social
Psychological and Personality Science, 1(2), pp.168-174.
Dishaw, M.T. and Strong, D.M., 1999. Extending the
technology acceptance model with
task–technology fit constructs. Information & management,
36(1), pp.9-21.
Ko, H., Cho, C.H. and Roberts, M.S., 2005. Internet uses and
gratifications: A structural
equation model of interactive advertising. Journal of
advertising, 34(2), pp.57-70.
Latané, B. and Wolf, S., 1981. The social impact of majorities
and minorities. Psychological
Review, 88(5), p.438.
Latané, B., 1996. Dynamic social impact: The creation of
culture by communication. Journal
of communication, 46(4), pp.13-25.
Lee, Y., Kozar, K.A. and Larsen, K.R., 2003. The technology
acceptance model: Past,
present, and future. Communications of the Association for

16. information systems, 12(1), p.50.
Official GMI Blog. (2020). UAE SOCIAL MEDIA USAGE
STATISTICS (2019). [online]
Available at: https://www.globalmediainsight.com/blog/uae-
social-media-statistics/
[Accessed 29 Feb. 2020].
Pavlou, P.A. and Fygenson, M., 2006. Understanding and
predicting electronic commerce
adoption: An extension of the theory of planned behavior. MIS
quarterly, pp.115-143.
Pedersen, E., LaBrie, J. and Lac, A. (2008). Assessment of
perceived and actual alcohol
norms in varying contexts: Exploring Social Impact Theory
among college students.
Addictive Behaviors, 33(4), pp.552-564. 15.
Perez-Vega, R., Waite, K. and O'Gorman, K. (2016). Social
impact theory: An examination of
how immediacy operates as an influence upon social media
interaction in Facebook fan
pages. The Marketing Review, 16(3), pp.299-321.
Sedikides, C. and Jackson, J.M., 1990. Social impact theory: A
field test of source strength,
source immediacy and number of targets. Basic and applied
social psychology, 11(3), pp.
273-281.
StatCounter Global Stats. (2020). Social Media Stats United
Arab Emirates | StatCounter
Global Stats. [online] Available at:
https://gs.statcounter.com/social-media-stats/all/united-
arab-emirates [Accessed 29 Feb. 2020].

17. Straub, E.T., 2009. Understanding technology adoption: Theory
and future directions for
informal learning. Review of educational research, 79(2),
pp.625-649.
Trope, Y. and Liberman, N. (2010). Construal-level theory of
psychological distance.
Page � of �15 16
Webfx.com. (2020). Top 13 Advantages and Disadvantages of
Social Media. [online]
Available at: https://www.webfx.com/internet-marketing/social-
media-marketing-advantages-
and-disadvantages.html [Accessed 29 Feb. 2020].
Page � of �16 16
C10DM Digital Marketing 2018_19 Feedback Sheet
Poss
Actual
Structure, Spelling and Grammar
5
5
1. Social Impact Theory
25
15
2.1 Proposed Content Plan
5
4
2.2 Example Post
5

18. 5
2.3 Critical Assessment
20
13
3.1 Key Analytics
5
5
3.2 Tweaks
10
5
3.3 Risks of Tweaks
15
6
References
10
10
Overall
100
68
Student Name:
Structure, Spelling and Grammar:
You should have followed the report format. There should be a
clear structure to your argument i.e. each section connects with
the other. Sentences should make sense and frequent
spelling/grammar mistakes have been avoided by proof-reading.
The report format was followed appropriately (content calendar
would have been more effective included in the body of the
report). There were no spelling/grammar issues, the writing in
the report was of a high quality throughout.
1. Using Social Impact Theory:
This was an opportunity to clearly demonstrate your ability to
critically evaluate and apply theory to a particular context. You
should also demonstrate the ability to succinctly summarise

19. theory and also to use relevant citation to support your
argument. There should be clear evidence of reading course
content and in better answers this will have been supplemented
by additional reading.
This section offered good insight into SIT and was particularly
effective at relating it to the needs of the client. There was
scope to incorporate a broader range of literature sources to
further support/develop the insights offered.
2.1 Proposed Content Plan
You should have completed the content plan template. There
needs to be a clear indication of the time, the source, the
content, the channel and the frequency of posts.
A content calendar is included meeting the require criteria. The
engagement targets could have been conveyed more clearly to
the reader.
2.2 Example Post(s)
This is an opportunity to show creativity and insight. The post
or posts can either be original material or a competitor post
could be used to indicate the nature of the post.
Example post is described and included in the body of the
report. These are clearly related to the content calendar, and
effectively related to the underpinning theory.
2.3 Critical Assessment of Content Strategy
The purpose of this section is to test logical thinking and ability
to conduct independent research in order to support a position.
This section should contain a content strategy to achieve the
SMART goals of the client. The content strategy should show
clear links with Section 1 and continue to draw on course
theory. The critical evaluation should give the reasons given for
the strategy (with citation from the literature) and also provide

20. some discussion of the pros and cons of the strategy.
The critical evaluation of the content strategy demonstrated
some mature thinking on the topic. Appropriately, information
quality theory is called upon to inform and structure the
analysis offered. A balanced analysis is offered however there
is scope to utilize a broader range of academic sources to fully
expand and develop points made. The extent to which the
campaign addresses the principles of SIT is also considered,
again, scope to develop this further through demonstration of
deeper engagement with relevant literature. The assessment is
well-balanced.
3.1 Key Analytics:
You should have suggested social media analytics related to the
SMART goals and the intended engagement outcome.
A range of analytics related to the engagement objectives are
outlined, with the tools deemed most appropriate highlighted for
use in this content plan. Strengths and weaknesses of these are
offered to provide a balanced justification for the decisions
made.
3.2 Tweaks to Content Plan
The Tweaks should be justified with reference SIT (changing
source, number of immediacy) or Information Quality (change
to intrinsic, contextual or representational quality) and clearly
relate to the content plan.
The tweaks suggested could be further expanded. Quite limited
reference to SIT is offered, and tweak outlined would require
quite significant resource inputs i.e. potential not feasible.
3.3. Risks of Content Tweaks
Risks need to be identified and also the reasons for them given
with reference to the practitioner/academic literature.
This section is very limited. Some risks of adjustments to the
content strategy are outlined in relation to the brief goals,
however, these are under-developed and not strongly supported.
4. References:

21. The brief states that there should be at least 10 academic
references that have been used within the report using Harvard
referencing accurately. All references should be present in the
main text. References should give clear show evidence of your
reading of both course texts and evidence of locating and
reading of additional relevant research.
Referencing requirements were met.
Appendices: You have scope to use the appendices for
example posts or preliminary analysis. All material in the
appendices should be referred to in the main report.
Appendix was used for supplementary information, avoid
including replica information that is in the body of the report –
this seems to have been an oversight.
Overall a good attempt.
NB All marks are provisional until confirmed by the exam
board.
1
Social Media Content Plan
Mountain Warehouse
C10 DM
W or d c ount: 2 10 2

22. 2
1. The Social Impact Theory
Latané (1981) introduced the “social impact theory” (SIT)
which outlined the concept of “social
impact” as the variety of influences on a person’s attitudes,
beliefs and behaviours. These influences
will be enforced by the imagined, implied or real actions and
presences of other individuals (Latané,
1981).In this section, the SIT will be applied by the content
plan in order to achieve the main ‘specific,
measurable, attainable, relevant, and time-bound’ (SMART)
objective of doubling the existing 150
consumer referrals to the main website from the utilised social
media platforms (Bjerke and Renger,
2016, p. 125). This objective will be achieved by increasing the
level of “online consumer engagement”
(OCE). Valenzuela, Park and Kee (2009) claim that OCE, which
consists of how the brand’s social media
posts’ ratings, comments and responses with user generated
content (UGC), can stimulate sales and

23. other consumer behaviours which benefit the brand beyond the
transactions. These manifested
behaviours include brand discussions as well as increased brand
involvement, intimacy and influence
amongst its customers (Van Doorn et al, 2010).
Figure 1, the constituents of the Social Impact Theory (Perez-
Vega, Waite, O’Gorman, 2016).
The SIT suggests that the interaction of
these three components multiplies their
combined social impact (Latané, 1981).
3
1.1 Message Strength
As shown in figure 1, the SIT consists of three components
which create social impact, the first
component which will be used to increase the number of
referrals of Mountain Warehouse’s social
media posts will be the “strength” of the message. This type of
influence can be broken down into

24. “trans-situational” or “situational” types of message strength.
1.1.1 Situational Strength
The situational strength derives influence from addressing the
context in which the brand or its
consumers are present in a way which improves the brand’s
reputation and identity. Perez-Vega,
Waite and O’Gorman (2016) found that situational strength
could be derived from choosing
appropriate actors for the audience such as Mountain Warehouse
employing prominent
mountaineers, skiers, hikers and other outdoor activists to
promote their products with their credible
approvals and assurances of quality and value. For instance,
Mountain Warehouse could use
successful or famous Winter Olympic Games athletes to endorse
their products and ultimately
increase the situational strength of each message, see figure 2.
However, some athletes can be
expensive to utilise especially when aiming to achieve a short-
term objective which focuses on
increasing referrals through OCE.
Figure 2, an example of attaching a brand to an expert who
holds situational power over skiers, in

25. this case an Olympic gold medal-winning skier (Svindal, 2019).
READ ABOUT AKSEL LUND SVINDAL’S STORY WITH
4
1.1.2 Trans-Situational Strength
Conversely however, this content plan will also propose the use
of “trans-situational” message
strength. The content plan’s trans-situational messages will
increase their salience through the
portrayal of models with appropriate physical and perceived
characteristics such as appearance,
ethnicity, gender, age, and intelligence. As shown below in
Figure 3, the models fulfill the role of
symbolizing style, success, maturity and youth while attaching
such strong values to the products and
ultimately - their consumers.
Figure 3, an example of increased message strength through
trans-situational aesthetic appeal
(eBay, 2019).

26. Here both models have confident
stances and facial expressions in
order to attach the values of
intelligence, success and style
with the advertised skiing base
layer products.
5
1.2 Message Immediacy
Another method of increasing the social impact and engagement
of a message would be to increase
its presence or proximity towards its intended audience (Perez-
Vega, Waite and O’Gorman, 2016).
Immediacy can be further broken down into three categories
which will be covered in the following
sections. The social media content plan for Mountain
Warehouse can use these three types of
immediacy to increase the levels of online consumer
engagement (OCE) in order to attract 150

27. referrals refer to figure 4 below for.
Figure 4, a diagram of how immediacy stimulates OCE for
Facebook and Instagram (Perez-Vega,
Waite, O’Gorman, 2016).
Page
Following/Likin
Content Liking
Content
Commenting
Content
Sharing
Physical
Immediac

28. Temporal
Immediac
Social
Immediac
6
1.2.1 Physical Immediacy
Physical immediacy raises the engagement of the social media
post by being more relatable to its
audience due to close geographic proximity (Trope and
Liberman, 2010). Pedersen et al., (2008) as
well as Bourgeois and Bowen (2001) both respectively
discovered the causality between proximity and
social impact. Their studies found that physically close
students are more likely to succumb to peer-
pressure and the sharing of beliefs and values rather than to
those students who are less close
physically (Pedersen et al., 2008; Bourgeois and Bowen, 2001).
Hence, this content plan will utilize
physical proximity of content in order to appeal and engage

29. with its audiences in the UK, refer to figure
5 below.
With many Mountain Warehouse outlets in the UK, a large
concentration of which can be found here in
central London, this content plan launch promotions in close
proximity to these stores which will
increase the social impact, OCE levels, as well as meet or
exceed the referral target of the firm’s
messages.
Figure 5, a hotspot of Mountain Warehouse retail stores which
all can simultaneously benefit from
“close proximity promotion”.
7
1.2.2 Temporal Immediacy
This type of immediacy utilizes time-related proximity between
the message and its recipient, this
type of immediacy can be used by marketers to quickly
stimulate desired responses such as OCE or

30. purchasing behaviour (Shen and Chiou, 2010). Perez-Vega,
Waite and O’Gorman (2016) have also
found that increased temporal distance can also diminish social
impact hence this content plan will
aim to avoid this potential limitation. The example of temporal
immediacy shown in figure 6 below
can be replicated in the social media content plan for Mountain
Warehouse.
Figure 6, a conceptual application of temporal immediacy in
order to increase OCE and sales during a
“70% off “discount promotion (Mountain Warehouse, 2019).
1.2.3 Social immediacy
The third type of immediacy relates to the need for similarity
with other members of the society
(Heider, 1958). Additionally consumers prefer to be surrounded
by like-minded people with whom
they feel more socially connected (Miller, Downs and Prentice,
1998). Strong social immediacy (SI)
increases reciprocity and trust between consumers while weak
SI disrupts communication and clarity
of messages between brand and consumer (Charness, Haruvy,
and Sonsino, 2007; Rosette et al.,

31. 2012). Hence, this content plan will aim to utilise the social
awareness theory’s discovered
phenomenon of psychological closeness having a positive
correlation with social awareness and a
negative correlation with encouraging a ‘self-centered
behaviour’ (Perez-Vega, Waite, and O’Gorman,
2016, pp. 309). Social immediacy increases the levels of
engagement in social media (Perez-Vega,
Waite, and O’Gorman, 2016), Mountain Warehouse reposts user
generated content on their
Instagram feed in order to reduce psychological distance
between them and their customers as shown
below in figure 7.
DON’T MISS OUT!
LAST CHANCE!
COUNTDOWN TILL OFFER ENDS:
2d:23h:59m:58s
SAVE WITH MOUNTAIN WAREHOUSE!
8

32. Figure 7, examples of social immediacy through psychological
closeness between the brand and its
consumers (Tesser, 1988; Instagram, 2019).
karimkovalenko good use of situational
karimkovalenkoI’d love for my winter
posts to get shared on this page too!
Fingers crossed! #socialimmediacy
Mountain Warehouse uses UGC to
become more psychologically
intimate with their consumers who
may both directly or indirectly
advocate the brand on social media.
If the brand chooses one of their
consumers to be featured on their
page they are then more likely to
become involved with the brand
and listen to its messages more

33. attentively and cooperatively.
This content plan will create social
immediacy by giving its followers
chances to win prizes, discounts and
publicity as a reward for being
involved with Mountain
Warehouse’s Instagram and
Facebook pages.
The tone of the plan’s
communication style will aim to be
friendly and informal to avoid the
content feeling like pure promotion
and in-turn develop and maintain
the relationships MW has with its
customers.
9

34. 1.3 Number of Sources
The third main component of SIT is the quantity of seen
influential sources; increasing the number of
sources has a positive causal relationship with increases in
social impact (Latané, 1981). However, the
effectiveness of social influence type has been debated to be
limited, with more than three sources
having no increase in social impact (Asch, 1961). Additionally,
this influence type has been found to
have varied optimal numbers of sources depending on the
context and situation, while exceeding the
optimal amount is detrimental for creating social impact
(Tanford and Penrod, 1984; Latané and Wolf,
1981).
Figure 8, the current post frequency of MW on its Facebook

35. page is one post per two days.
This modest frequency of posts allows MW to communicate
without forcing their
messages on to its audience to avoid negative engagement and
lack of attention
given to the posts.
However, it also limits the amount of exposure they receive as
it is only once per
two days, this means that people that do not browse their feeds
frequently might
not see the posts at all.
The content calendar will propose a posting schedule which will
aim to optimize
engagement through the amount of posts through the chosen
week. It will aim for a
strong presence without forcing the message to the point of it
producing a negative
effect.
10
2. Content Strategy for Engagement
This section will propose the week-long digital marketing
strategy for Mountain Warehouse with the
use of the “Honeycomb of Social Media” and the “Ladder of
Engagement and Segmentation” models.

36. 2.1 Content Plan for Facebook and Instagram
Firstly, this strategy will utilise two ‘functional blocks of social
media’ (Kietzmann et al., 2011, pp. 243),
in the framework shown in figure 9. The table in appendix 1
will analyse and critically evaluate the
chosen quadrants of this framework in order to outline and
justify the chosen direction for this content
plan. The plan will focus on the two quadrants highlighted in
yellow below, however the entire model
will be considered when formulating this strategy (Kietzmann et
al., 2011).
Figure 9, ‘The Honeycomb of Social Media’ (Kietzmann et al.,
2011).
Identity

37. Relationship
s
Presence
Sharing
Conversatio
ns
Reputation
Groups
11
2.1.1 Honeycomb Model: Groups
As seen in figure 9’s “groups” quadrant, the content plan will
communicate with new audiences
through partnerships with relevant social media communities
which revolve around travel, hiking and
skiing. This decision utilizes situational strength and social

38. immediacy as outlined in sections 1.1 and
1.2.3 (Perez-Vega, Waite and O’Gorman, 2016). Refer to
appendix 2 for examples of relevant groups
and influencers for partnerships.
2.1.2 Honeycomb Model: Sharing
As shown in figure 12, the audiences will be continuously
encouraged to share Mountain Warehouse’s
content through various rewards or by appealing to the aesthetic
or lifestyle preferences of MW’s
followers. However, posts must have relevant characteristics in
order to create enough engagement
which increases the probability of a post being shared.
2.1.3 The Ladder of Engagement and Segmentation
The ultimate target is to get as many as 150 individuals to the
minimum engagement segment labeled
as “joiners” refer to figure 10 below. The plan recognizes the
fact that increasing the engagement and
referrals of these passive users is a less time, resource, and
cost-intensive process as opposed to the
“inactives”. The “inactive” segment requires the strongest forms
of social impact to engage. This will
be achieved through a variety of posts which will be uploaded
during peak-usage hours of Facebook

39. and Instagram during the Christmas holidays. The calendar’s
posts will begin to enter user-feeds on
the 19th of December and finally ending with a clearance sale
on the 26th known as “Boxing Day”. The
content calendar can be seen in appendix 4.
12
2.2 Example Posts for Engagement
The initial stages of the plan will aim to encourage the potential
customers of MW to share content
by giving them rewards for it as shown in figure 11 of section
2.2.

40. Figure 12, Instagram post which incentivises users to share
content with their friends and family by
rewarding each referral.
These posts are aimed at engaging the audience through
situational strength, temporal immediacy
and social immediacy if groups of people begin discussing and
sharing this content in order to receive
a chance to win more than originally offered. The posts will be
replicated across both Facebook and
Instagram as it is not efficient to host offers exclusive to a
single platform. This content plan will utilise
integrated marketing communications.
Stay warmer together with your
friends and loved ones this
Christmas!
Receive -20% off all our winter
products purchased from our

41. Refer your friends and get a free
£10 gift voucher added to your
online MW wallet for every person
who makes an online purchase
through your unique referral link!
The registered consumers get a unique URL link through which
new users can register and make purchases,
each referral that makes a purchase will grant the voucher to the
original advocate.
13
Figure 13, a prize draw which increases its winnings if the
number of participants reaches 150
registrations.
2.3 Critical Assessment of Content Strategy
2.3.1 Information Quality Theory (IQT)
This theory will be used to evaluate the content examples above
in order to discern whether the
quality of the information is adequate for the context
engagement and referral stimulation.
The first dimension of this theory refers to the credibility of the

42. information source, as a web of stores
across the UK and other regions. Mountain Warehouse’s posts
present no verifiability issues unless
the offers in the proposed content plan encounter operational
issues and not meet the expectations
stated in the posts. However, the risk for this dimension is low
(Grenn, Sarkani and Mazzuchi, 2015).
14
The second dimension of qualitative information quality refers
to the ability to relay the message using
an appropriate sequence of information which is displayed
rationally and concisely (Grenn, Sarkani
and Mazzuchi, 2015). The posts proposed in section 2.2 contain
a large amount of situational
information which will take time and effort for the consumer to
read. Thus, the weak coverage might
result in a reduction of the content’s overall engagement, this
potentially hampers the plan’s ability
to achieve the SMART objective.

43. The third aspect of the IQT refers to the subjectivity and bias of
the source. Even though the proposed
posts in section 2.2 have an informal tone, no concrete
statements are made without the regard of
factual and honest information. Should the information
regarding promotion not be objective, the
followers are likely to find out and being spreading negative
word of mouth about the brand, which is
difficult to control and recover for the brand as social media is
an enabler for conversations which
reach wide audiences and can have detailed criticisms which are
trusted and associated with the brand
almost irreversibly. Invalid information is likely to detriment
the credibility and engagement of the
brand’s social media content (Grenn, Sarkani and Mazzuchi,
2015).
The fourth criteria of information quality is whether the brand’s
communication adheres towards
social norms, values and ethics. No harm is intended to any
individuals in the posts proposed by this
plan. Henceforth, this risk is minimized.
The fifth dimension of this theory is the extent to which the
information is unique (Grenn, Sarkani and
Mazzuchi, 2015). This is the most significant weakness of the

44. proposed content as the competitors of
Mountain Warehouse also employ giveaways, UGC
competitions, partnerships with influencers and
communities, discounts and referral rewards. The uniqueness of
the proposed content is purely on
the bases of using unique visuals and semantics. This plan
attempted to create unique promotions,
however with many marketing agencies and departments
working on creating unique campaigns it
become difficult to achieve the same SMART objectives in a
completely unique way. For the use of SIT
in the evaluation, refer to figure 14.
15
2.3.2 Social Impact Theory (SIT)
Social Impact Evaluation
Situational Strength
The campaign uses the week leading up to Christmas and
Boxing day to provide a

45. consistent theme which encourages purchasing gifts for family
and friends. The
winter season also adds to the relevance of selling
predominantly winter outdoor
apparel and equipment which adds to the contextual relevance
of the campaign.
Trans-Situational
Strength
The people featured in the proposed content (excluding figure
3) do not have
exceptional physical features hence the strength of the message
will not appeal to
people who prefer seeing products on professional models. On
the other hand, the
people and images shown have aesthetically pleasing:
backgrounds, colours, body
language and facial expressions, relatable appearances along
with positive
connotations of travel, adventure, outdoor activities, cold
weather, successful
lifestyles, happiness and family values.
Physical Immediacy
The content plan did not apply the physical immediacy of the
SIT as the object of

46. the strategy was to stimulate referrals to the main website.
Hence, the SMART
objective made the use of this type of immediacy less feasible.
In order to negate
this lack of immediacy, the website could be used to receive
vouchers exclusively in
the outlets outlined in figure 5.
Temporal Immediacy
The majority of posts in the content plan were used to create
temporal immediacy
through limited timings of offers. However, having one limited
offer replace
another reduces the temporal immediacy of the entire content
plan put together
but improve the immediacy for those who do not engage
consistently.
Social Immediacy
The posts encourage sharing and conversations about the offers,
competitions and
giveaways. However no viral trends are created, and an attempt
should be made
nonetheless

47. Number of Sources
The plan proposes 1 post per day with some intervals in order to
avoid huge
amounts of information for the followers on Facebook and
Instagram. However,
this has a downside as during this week the marketing activity
of competitors will
ignore the common boundaries of how many of the same post
are shown per day
to a single consumer.
Figure 14, the SIT evaluation of the content plan (Latane,
1981).
16
3. Digital Marketing Analytics
3.1 Key Analytics
This content plan will utilise web analytics tools in order to
gather qualitative and quantitative data to
further develop this strategy. For instance, Google Analytics
and bit.ly URLs can be used to monitor
the traffic on MW’s website, and where it comes from. With

48. these tools QueryClick will be able to
monitor which platform is most effective at moving traffic
towards the webpage (Bekavac and Garbin
Praničević, 2015). Additionally, the engagement and returnee
behaviours of the consumers can be
monitored in order to determine whether the plan is performing
adequately (Social, 2018). Refer to
figure 15 below for a critically evaluative list of analytics tools
which can be applied to this plan. The
most appropriate tools for this plan will be Google Analytics
and Bit.ly links.
Analytics Tool Strength Weaknesses
Crazy Egg Represents data using heat maps and
other useful features for tracking real-time
traffic
Does not explain conversion rates
Google Analytics Configurable UI, visual metrics for
conversions, flexible formatting, unique
STP mechanics
Does not account for why conversions and
referrals occur

49. Stuffed Tracker Can discern and show the contrast
between organic and inorganic growth
Requires IT expertise beyond that of a digital
marketer
Webtrends Rich data, heat maps similar to Crazy Egg,
live data
Does not justify its high cost in comparison to
rivals
IBM Unica
NetInsight
Fully configurable
eTracker Mouse-tracking, can gather qualitative
feedback from consumers
FireStats Ergonomic, console for logs and live
information feed
Does not run on regular PCs
Bit.ly Cost-effective, simple Does not have any advanced
features, very
basic

50. Figure 15, Evaluation of various analytics tools for this content
plan (Bekavac and Garbin Praničević,
2015).
17
3.2 Tweaks to Content Plan
As shown in figure 14 the situational strength of the plan is
adequate, however it can be improved if
another aspect of it is added, such as the post in figure 2 which
uses a famous professional skier to
endorse the products with his exclusive story posted on the
website in order to boost referrals.
Additionally, the post from figure 3 negates the issue of not
holding as much trans-situational message
power as possible, which is already adequate (Latane, 1981).

51. Figure 16. These original uses of SIT created a very
comprehensively balanced array of
content, using these examples to also increase the number of
sources during the very
competitive yet lucrative Christmas season will increase the
chances of referrals as the
number of active-consumers peaks during this time of year.
18
3.3 Risks of Content Tweaks
Increasing the number of sources can reduce their quality and
reduce the engagement levels with
the consumers due to a cognitive overload due to a complicated
week of endless need to engage,
the more casual consumers will be repelled by such strong
efforts to traffic onto the webpage. Using
models and influencers could harm the existing relationships
with the customers who enjoy having
their personal posts shared rather than being disconnected from
participation in the community
(Perez-Vega, Waite and O’Gorman, 2016).

52. 19
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21
Appendices
Appendix 1, Honeycomb of Social Media Framework Analysis
(Kietzmann et al., 2011)
Honeycomb Quadrant Evaluation
Identity
This quadrant constitutes to which extent consumers disclose
their personal
information and identities within the context of social media.
Benefits
segmenting and
targeting their desired consumers (Kietzmann and Angell,

57. 2010).
social media
unintentionally provides brands with feedback through every
type of OCE
such as liking, commenting, rating and responding to content.
-promote their real or
virtual identities
on social media; this can be seen on Mountain Warehouse’s
Instagram
Page (Kietzmann and Angell, 2010).
Limitations
hich consumers reveal on social
media is
protected by their privacy settings and breaching their trust by
accessing
it without their consent could damage the trust they have with
their social
media platforms and the third parties which are found to
purchase such
information (Kietzmann and Angell, 2010).

58. to lawsuits.
Hence, precaution should be taken in the analytic and strategic
sections
of this content plan.
Each social media platform provides its own unique style of
data on its users; this
content plan will focus on the data provided by its Facebook
and Instagram
followers and target segments in section 3.
22
Honeycomb Quadrant Evaluation
Conversations
This section of the model depicts the degree of communication
between social
media users, these discussions can revolve purely around the
brand and its
offerings. Hence, brands aim to monitor and control these

59. conversations to act
accordingly with their corporate interests, brand reputation and
brand identity
(Kietzmann et al., 2011).
Benefits:
Instagram and
Facebook (Kietzmann et al., 2011).
ugh positive
“word of
mouth” of individuals on the basis of trust and conformity
(Beirut, 2009).
at creating
positive conversations about the brand by engaging the
community with
a live vote to describe whether or not the product produced a
positive
result on its customers shown on Dove’s billboards.
can be
effectively deciphered by brands through the use of specific
filtering tools

60. to find strong and relevant trends amongst the attitudes of users.
with its
customers and view the interactions on their pages for a more
detailed
but less connected or representative perspective on their
reputation.
Limitations:
- They have subjective meanings, for instance they can have
sarcastic tones which filtering tools cannot identify.
- They can be prone to rapid changes in their direction,
frequency
and content (McCarthy et al., 2010).
decisions
must be relevant to the context in order to avoid the risk of
damaging its
image.

61. 23
Honeycomb Quadrant Evaluation
Sharing
This quadrant represents the frequency of content exchange
which occurs
between users. Social media networks create a conducive
environment towards
the distribution and reception of content, the shared content acts
as a powerful
tool to create and maintain social exchanges (Engelström,
2005).Brands are
required to determine new or existing social cues which can be
used to bring users
together into social interactions and nourish their relationships.
Benefits:
messages and
content by rewarding them with special offers.
For example, Groupon offered discounts to groups which were
willing to

62. buy products and services which are part of those promotional
offers.
users, this can
be used to stimulate brand-related discussions.
can share their
brand experiences indefinitely which can create a multiplier
effect which
raises awareness and improves brand image if the message is
positive.
Limitations:
which is
difficult to identify as its effectiveness is subjective and can
easily be
unsuccessful in creating engagement
such as
worthwhile promotions.
to share,
brands are required to stand out in their propositions.

63. damage the
brand on a scale larger than it can be able to resolve, what
consumers
share is a big risk for the public relations of a brand.
24
Honeycomb Quadrant Evaluation
Presence
This component of the model represents how accessible other
users are within
the social network. Such accessibility involves users
maintaining awareness of
each other’s physical locations as well as their online
availability.
Benefits:
availability of

64. its users which facilitates their interactions while allowing
brands to
profile and target them more effectively.
virtual and physical presence of the brand’s
consumers will
help facilitate “real-time communication” which vastly
improves the
quality of the interaction through higher levels of immediacy
and intimacy
(Kaplan and Haenlein, 2010).
enhances the effectiveness of the
“relationship” and the
“conversations” quadrants.
Limitations:
predicted on a large
scale. Hence, if it is low then this quadrant cannot be utilised
effectively.
brand aimed
for, adequate skills are required to utilise real time
communication.

65. with quadrants
other than its relationship and conversation counterparts
(Kietzmann et
al., 2011).
25
Honeycomb Quadrant Evaluation
Relationships
This honeycomb segment determines the level of connectedness
between social
media users. This “connectedness” leads to the sharing of
content, conversations,
real-life meets as well as a friend or follower status on social
media.
Benefits:
networks
to promote brands (Granovetter, 1973).
ed by displaying relevant content

66. towards the
expectations of consumers (Borgatti and Foster, 2003).
customer is
more likely to engage with the content and loyally accept the
majority of
offers provided by the brand.
social media
content.
Limitations:
create
relationships, these expectations are not overtly communicated
hence
the brand risks not meeting them and producing a negative
impression
on its audience.
require social
understanding which is both detailed and representative of the
target

67. segment.
26
Honeycomb Quadrant Evaluation
Reputation
This quadrant represents how recognisable, trustworthy and
respectable the
brand is. Facebook and Instagram evaluate the reputation of the
page and its
content through likes and followers. This content plan will
value indicators of how
engaged the consumers are with the social media posts in order
to persuade them
into going to the main website.
Benefits:
social media
page is on the bases of ratings, shares, comments and followers.

68. media
platforms to find how many times a brand is mentioned by the
entire
community and by each user, whether the mentions are positive
or
negative as well as the conversations which result from this
content.
Limitations:
subjectively
interpreted to be wrong
Groups
This social media block determines how many users form and
join groups and
communities of like-minded individuals. Typically a single
consumer can actively
engage with around 150 people in totality on social media
(Dunbar, 1992),
however communities on Facebook and Instagram have actively-
engaged
communities which have followings way beyond this limit.
Benefits:

69. large
number of people by brands, these members can be influenced
efficiently and effectively.
ties share particular characteristics
which can be
identified and targeted by brands.
Limitations:
source of
negative brand connotations.
27
Appendix 2, applying the “Groups Quadrant” from the
“Honeycomb Model”: examples
of Social Media Community Partnerships (Instagram, 2019)

70. SKI APPAREL?
“Skiingfree” is a large community of passionate skiers around
the world which is open to
negotiate partnerships with brands. They currently have ski gear
on promotion however no
skiing apparel is being promoted leaving an opportunity to raise
awareness with its
members. The proposed content would introduce the members to
the MW brand in hopes
of persuading these consumers to browse the website for any
promoted gear they might
need for their outdoor lifestyle.
28
Appendix 3, the “Ladder of Engagement and Segmentation” (Li
and Bernoff, 2007)
EN
G
A
G

71. EM
EN
T
Creators
Conversationalists
Critics
Collectors
Joiners
Spectators
Inactives
This content plan will aim to increase the online consumer
engagement of MW’s followers and the targeted online
communities in order to ease communication. Once a
relationship is established then the persuasive content will
stimulate: ratings; comments; conversations; sharing and mostly
importantly – referrals to the website.
1. “Travel, camping or skiing” bloggers, influencers and UGC
creators.
2. Opinion sharing individuals with many strong relationships.
3. Those who evaluate offerings through likes, comments and
other responses.

72. 4. Post savers, taggers, sharers.
5. Passive social media followers and visitors.
6. Passive browsers, readers, viewers of regular and critical
content/feedback.
7. No significant engagement with social media content.
29
Appendix 4, the Content Calendar
Date Timing Channels Post Title Summary Source Planned
Engagement
19/12/19 22:00 Instagram,
Facebook
Stay warmer
with your
loved ones this
20% discount,
refer friend and

73. receive £10
voucher for online
purchases
Mountain
Warehouse
Sharing the link to the
discounts, visiting the
webpage to view
prices.
21/12/19 14:00 Instagram,
Facebook
Register on our
webpage to
get a chance to
win prizes!
Users enter a
random draw to
win prizes of their

74. choosing valued at
under £100
(clothing or
equipment)
Getting more
people in the draw
increases the
value of the prize
to £250
123rf.com Sharing, visiting and
registering,
involvement in the
draw and eagerness
to win.
23/12/19 11:00AM Instagram,
Facebook
Haven’t figured
out what to get

75. for your family
and friends this
Xmas?
Submit your best
winter photo for
a chance to win
an 80% discount
off your next
online purchase
at Mountain
Warehouse!
Gettyimages Participation in UGC
competition, sharing
of uploaded content
and conversation
starter, no concrete
reason to criticise the
brand.

76. 30
Date Timing Channels Post Title Summary Source Planned
engagement
24/12/19 22:00 Instagram,
Facebook
Winner of
the UGC
competition
post
See our top 25
best submitted
pictures at our
website as well
as the
upcoming
clearance sales

77. on Boxing Day!
Users Interest to see if the
uploaded picture was
featured on the website,
as well as interest to see
which items have
clearance sales, referral,
sharing if featured.
26/12/19 8:00AM Instagram,
Facebook
Boxing day
sale
List of items on
sale, with
discounts next
to each type
Pinterest Referral to the website,
sharing, conversations.

78. 31
Appendix 5 Digital Marketing Analytics
Analytics Tool Strength Weaknesses
Crazy Egg Represents data using heat maps and
other useful features for tracking real-time
traffic
Does not explain conversion rates
Google Analytics Configurable UI, visual metrics for
conversions, flexible formatting, unique
STP mechanics
Does not account for why conversions and
referrals occur
Stuffed Tracker Can discern and show the contrast
between organic and inorganic growth
Requires IT expertise beyond that of a digital

79. marketer
Webtrends Rich data, heat maps similar to Crazy Egg,
live data
Does not justify its high cost in comparison to
rivals
IBM Unica
NetInsight
Fully configurable
eTracker Mouse-tracking, can gather qualitative
feedback from consumers
FireStats Ergonomic, console for logs and live
information feed
Does not run on regular PCs
Bit.ly Cost-effective, simple Does not have any advanced
features, very
basic

80. 1
C10DM Coursework 2019-20
Coursework Report that addressed the brief (2000words +/-
10%) and 15 pages and 5
pages of appendices MAX. Word count and page count
excludes title page
tables, and references. Word count excludes appendices
(however these
are limited to 5 pages).
Format Paper size A4.
Font: Times New Roman 12 point size. Single spacing.
Page margins: 2.54cm Top, Bottom, Left and Right.
Contribution to
overall mark
50%
Submission
Date:
Deadline is Wk 8 Tuesday 3rd March 4.00pm –all submissions
after this
time and date will be late. Submissions more than 5 working
days late
will not be marked.
Submission
Process
To be uploaded as a single document on TurnItin. There is no

81. hard copy
hand in. Please include the course code C10DM and your
matric number
and/or your name on the title page.
Feedback
Process
Your work will be graded according to the grading scheme at
the end of
the brief
Feedback on your work and the mark you gain will be posted on
Grademark Wk11 Wednesday 25th March 9.30am.
This coursework is designed to give you experience of content
planning. You are
encouraged to include the fact you have this experience in your
CV and Linked In profile.
Content planning involves designing messages that will engage
strategically important
customers and planning how these messages should be delivered
over time in a way that
maximises their impact.
This assignment is not an academic essay but it still requires
you to show an understanding
of digital marketing theory, be able to justify your suggestions
through citation and engage
critical discussion of the pros and cons of the recommendations
you are making (again using

82. citation of journal readings). In addition, you also being tested
on your skills in data
handling (through adherence to word count) and presentation
(through use of tables and
figures).
You are expected to locate and read at least 10 academic journal
articles in addition to
accessing practitioner reports and a range of social media pages
and websites; all of which
should be listed in the reference section using Harvard
referencing. The content (lectures
and reading) being assessed in the coursework is covered in
Wks 2 – 6 of the teaching
schedule.
WARNING: THIS IS NOT A LAST MINUTE ”WORK ALL
NIGHT” PIECE OF WORK.
2
COURSEWORK BRIEF
Apple has released a revolutionary new vacuum cleaner the
iVac. The product is designed
to change the way you vacuum and revolutionise the entire
home cleaning sector. The

83. product features are:
•The cleaner itself is made of anodized aluminium and a super
hardened glass screen.
•Touch and voice control interface
•You can schedule your cleaning on the device and sync it to
iCal.
•Control it from your iOS device
•Program automated cleaning routes around your home into the
iVac
•Download apps to add extra functionality
•Sync it up with your iTunes so it plays music or movies as it
cleans
•If no music it is totally silent
•Comes with wireless charging, so no plug is needed.
•It also has an on/off button
You have been asked to prepare a social media campaign to
accompany the launch that
raises awareness of the iVac resulting in website visitors and
purchase. The target
audience are 25 – 45 year olds. You can choose to use any
social media channel that will
reach this target audience.
You have to present your plan as a business report using
headings as set out in Table1.

84. Please note that tables, references and headings are not included
in the word count (2000
words +/- 10%). Please note the page limits for the main report
and the appendices. There is
no need to provide an introduction or a contents page to the
business report.
IMPORTANT CONSTRAINTS: Do not contact the client
organisation or any other
organisation directly in connection with this project– if you do
such activity it will lose you
marks! Do not conduct any student surveys or other primary
research (to keep your
workload manageable).
Questions should be e-mailed to the the course co-ordinator and
the answer will be
posted in the FAQ page (i.e. we act as a single point of contact
and resource for the class).
You have a range of ways of accessing your course co-ordinator
both online and offline.
Remember that we teach a range of courses not just C10DM so
please be realistic in your
expectations of the interval between question and reply and bear
in mind that we are not

85. working 24/7. You can e-mail your question and this will
enable the population of the FAQ
3
page on VISION which previously students have found to be
extremely useful, please
check this for answers to your questions. To meet the course
co-ordinator face to face
then your best approach would be to use the office hours that
have been posted. If you are
working off campus then you can also phone during office hours
or at other times and we
will respond as soon as we can (remember to include your
mobile number as sometimes it is
easiest to ring back).
FEEDBACK TO CLASS FROM LAST YEAR:
1. Make sure that you read and follow questions carefully. Some
reports omitted sections,
and did not maintain relevance to the brief context throughout.
2. Be careful when you use any example answers placed on
VISION that you do not deviate
from the question We do not set exactly the same question
3. Do make sure that you demonstrate evidence you have
engaged with, and understand the

86. course content. Make sure you use the lecture slides/textbooks
and reading list before
going off to do your own literature search. The reading list
provided in this module is
extensive and readings are chosen each year to help with the
coursework brief. Students
who did engage with this reading found content that allowed
them to answer questions
fully.
4. Remember what you learned in your second/third year
marketing modules i.e. second year
marketing modules introduced you to segmentation and
targeting and this was recapped at
the start of this course. Remember to use these concepts in your
marketing course
assignments.
5. Always proof read and check the logical flow of your work.
In this coursework it is
important to pay particular attention to how different sections
link together. Weaker essays
tend to treat each section as a separate question and did not
think about the overall
argument that was being presented.
6. Ensure you stick to word and page count: After max word
limit we will stop marking as it is
not fair on other students. It is quite clear to those marking if
they are taking longer to read
one assignment compared to the other so do not be tempted to
misrepresent the word
count. We have set a page limit this year to avoid students
being sucked into doing this
work to the detriment of the dissertation (it is not meant to be a
huge report). Please do not

87. overuse tables. To ensure that you are not wasting word count
due to your writing style.
Visit this online resource http://writetodone.com/trouble-
sticking-to-your-word-count-try-
these-editing-tricks/ Equally if your work is coming in way
under the word count check to
see if you are fully addressing the question and backing up your
points with illustration,
supporting and counter evidence. Visit this online resource
http://www.bbc.co.uk/guides/z8ntqhv
7. Do not make this into an escape from the dissertation. This
is NOT designed to be a
complex assignment. If you are finding it confusing please
contact the course co-ordinator.
There is now a page limit as last year people were writing way
too much and devoting time
here that could be put into the dissertation. In SOSS the overall
degree classification is based
20% on the average of 4 best grades from third year, 20% from
the dissertation mark and
10% for each the 6 x Yr 4 courses. Bottom line a 50% piece of
Yr 4 coursework is worth 5
marks in the overall scheme of things (the difference between
70% and 50% is 1 mark!!).
However your dissertation is worth 20 marks (a difference
between 70% and 50% of 4
marks). DO YOUR DISSERTATION PEOPLE!
4
TABLE 1: SET REPORT FORMAT – THESE ARE THE
HEADINGS YOU HAVE TO USE

88. SECTION Suggested
word count
by section -
This is a guide
only
TITLE PAGE with Matric and/or name and course code C10DM
and word count. If the
work is over the page limit there will be one mark deducted for
every additional page. If
the format instructions are not followed 2 marks will be
deducted.
1. Application of Adoption Theory (25 Marks)
Critically discuss how of the adoption theories that we covered
in Wk3 can be used to
determine the appropriate messages about the i-vac. (you can
focus on just one or
more of the theories)
550
2. Application of Social Impact Theory (25 Marks)
Critically evaluate how social impact theory might be used to
decide the message
source, message immediacy and message numbers in order to
create engagement
with the i-vac.
550
3. Example Post(s) (20 marks)
We would like to see an example (or examples) of a social
media post or posts based

89. on your discussion in section 1 and 2. State which channel you
are using and why.
Critically discuss how the post draws on SIT and adoption of
technology theory
concepts with a particular focus on the trade-offs that you have
made.
350
4. Customer Response Rate
4.1 Target Metrics (10 Marks)
Identification of your target metrics (i.e. how many potential
customers do you want
to make aware, how many of these will then visit the website
and how many will buy.
You should make your estimates based on your research into
industry statistics.
4.2 Adjustments to Post (15 marks)
Use of Social Impact Theory to formulate possible adjustments
in order to improve
performance if initial post fails to deliver. Critically discuss the
pros and cons of making
any adjustment (it is OK to focus on one adjustment)
550
5. References
Provide 10 appropriate academic references as a minimum that
are used clearly and
appropriately in the report using Harvard in-text referencing.
References should be
listed in alphabetical order. No Bibliography is required. Make
sure you show that
you have engaged in course reading. Higher marks may be
achieved by using Google
Scholar and the Library Discovery tool to show you can

90. meaningfully move beyond
set sources.
Not included
in word count
6. Appendices
You can put figures and graphs in the appendices but do not put
in endless
screenshots or full print-outs of reports. It is good practice to
refer to your appendix
in the main report. You are limited to 5 pages only.
Not included
in word count
MARK ALLOCATION
Section Possible
Marks
Structure: Use of report format, within word/page count we
will deduct a mark for every page over the set limit. 0
1. Application of Adoption Theory Content/criticality,
relevance, accuracy and use of citation (Academic and
Industry)
25
2. Application of Social Impact theory Content/criticality,
relevance, accuracy and use of citation (Academic
and Industry)
25

91. 3. Example Post: Relevance and Creativity 20
4. Customer Response Rate: Content (application of theory),
Relevance and Accuracy 25
5. REFERENCES: Accurate Harvard style citation of MIN 10
appropriate academic references. No Bibliography
needed
5
6. APPENDIX : Misuse will result in a reduction of one mark
for every additional page 0
5
CRITERIA FOR AWARDING GRADES
Grade Content/
Criticality
Relevance
and accuracy
Citation –
use of academic sources
Citation –
use of industry examples
Structure, spelling
and grammar

92. 80-100 Outstanding answer
that shows detailed
knowledge of content.
Will take a critical
approach and present
a sophisticated
argument.
Fully addresses
the question and
100% accurate
Outstanding and accurate
use of appropriate citation
to support claims.
Extensive evidence of
students independent
research
Excellent evidence of
independent research into
industry practice
Accurate and appropriate
application to question
Error free.
Very well
structured.
70-79 Excellent knowledge
of content.
A critical approach is
taken and a good
argument is

93. presented.
Fully addresses
the question but
not as
comprehensive
as 80+ answer.
Excellent and accurate use
of appropriate citation to
support claims
Some but not extensive
evidence of students
independent research
Very Good evidence of
independent research into
industry practice
Accurate and appropriate
application to question
One or two minor
errors
Well-structured
60-69 Good knowledge.
A critical approach is
taken and some
argument is presented
but fails to fully
develop debate.
Address the
question but
some very small

94. gaps in
information
presented.
Supports claims by
reference to relevant
literature but could show
a deeper knowledge of
source material.
Limited evidence of
independent research
Good evidence of
independent research into
industry practice
Good but limited
application to question
Several (3-5)
minor errors
Some problems
with structure
50-59 Solid attempt at
answer showing fair
knowledge
Tendency to
description but work is
accurate.
Broadly
addresses
question and
there are some
gaps in

95. information
Tendency to make claims
without adequate citation
and some inaccuracy and
inappropriate sources
Very limited evidence of
independent research
Solid evidence of
independent research into
industry practice
Solid but descriptive
application to question
Widespread (5+)
minor errors.
Loose structure -
Relationships
between
statements are
hard to follow in
places
40-49 Basic knowledge with
clear gaps in
understanding
Tendency to
reproduce and
describe.
Does not fully
address the
question and

96. several sections
are inaccurate
Makes poor use of citation
and widespread
inaccuracy. References
from inappropriate
sources. No evidence of
independent research
Basic evidence of
independent research into
industry practice
Basic and descriptive
application to question
Several errors –
and one or two
major
Weak structure –
lacks a clear
framework
35-39 Poor but some
knowledge
Widespread
reproduction and
description
Limited attempt
to answer the
question with
widespread
inaccuracy
Limited use of citation (3-

97. 5 cites) and widespread
inaccuracy/irrelevance. No
evidence of independent
research
Limited evidence of
independent research into
industry practice
Poor application to
question
Widespread
errors
Very weak
structure –
statements tend
to repetition
0-34 Very poor or no
knowledge
No attempt at critical
discussion
Content is only
loosely
associated with
the question.
Very limited or no use of
citation and widespread
inaccuracy/irrelevance.
No evidence of
independent research
No evidence of

98. independent research into
industry practice
No attempt to link content
to practice in answer
Widespread
errors
No apparent
structure to
argument
Must be a biology topic. Try to be specific and not so general
such as a topic on GMO [better topic is corn GMO, the wide
usage in United States]. Try to not duplicate a classmate's
topic.
Must have at least 4 other credible resources. Do NOT use
Wikipedia, Blogs, Encyclopedia, or other non-credible sources.
Make a PowerPoint with bullet points of concepts and
information obtained from your research. PowerPoint should
contain at least 10 slides of information plus 1 title slide and 1
reference slide (in APA format). You can have more than 10
slides.
Write your talk in the note section of the PowerPoint. These
notes should contain details from your research and not just
general information.