Business Communication – COMM 212 – Winter 2016 1 John Molson School of Business Department of Marketing Business Communication (COMM 212) Winter 2016 Section Classroom Day and Time Start and End Dates D MB 1.437 Th 8:45 - 11:30am Jan 6 to Apr 12, 2016 DD MB S2.401 Mo 5:45 - 8:15pm F MB 3.435 Th 2:45 - 5:30pm Course instructor: Aela Salman, MSc Office location: MB 14.280 Office hours: Thursday 1-2:30pm (or by appointment) Telephone: (514) 848‐2424 ext. 2940 E-mail: [email protected] (please refer to Communication Outside Course Hours in the course outline) Mailbox: Room MB 13.145 Box 43 SUPPLEMENTARY COURSE OUTLINE ADDENDUM Formal Report – Solo Writing (25%) Each student will independently prepare a formal report – 6 to 10 pages (excluding the title page, memorandum or transmittal letter, table of contents, executive summary, bibliography and appendices). Grading will be based on the Formal Report Rubric which can be found on Moodle. You are required to write a formal report on one of the following three scenarios: Scenario 1: Nutella’s Social Media Strategy You are the Social Media Manager for Nutella, owned by Ferrero. The President and CEO of Ferrero Canada, Allan Cosman, has asked you to write a formal report on the top social media platforms to use for the Nutella brand. Select and provide recommendations for three different social media platforms (e.g. Facebook, Twitter, Instagram, Pinterest, YouTube, LinkedIn, Snapchat, Tumblr, etc.), and discuss the purpose for each one. Scenario 2: Aldo Shoes’ Social Media Strategy You are the Social Media Manager for Aldo Shoes. The CEO of Aldo Group, Patrik Frisk, has asked you to write a formal report on the top social media platforms to use for the Aldo Shoes brand. Select and provide recommendations for three different social media platforms (e.g. mailto:[email protected] Business Communication – COMM 212 – Winter 2016 2 Facebook, Twitter, Instagram, Pinterest, YouTube, LinkedIn, Snapchat, Tumblr, etc.), and discuss the purpose for each one. Scenario 3: Air Canada’s Social Media Strategy You are the Social Media Manager for Air Canada. The President and CEO, Calin Rovinescu, has asked you to write a formal report on the top social media platforms to use for the Air Canada brand. Select and provide recommendations for three different social media platforms (e.g. Facebook, Twitter, Instagram, Pinterest, YouTube, LinkedIn, Snapchat, Tumblr, etc.), and discuss the purpose for each one. Requirements: Your formal report should follow the elements below – please refer to Chapter 11 of the textbook.  The title page should include your name and ID number as well as the course number and section (in addition to other title page components explained in the textbook, e.g. title report).  The body of the report (Introduction to Recommendations) must be 6-10 pages excluding tables, f ...

1. Business Communication – COMM 212 – Winter 2016 1
John Molson School of Business
Department of Marketing
Business Communication (COMM 212)
Winter 2016
Section Classroom Day and Time Start and End Dates
D MB 1.437 Th 8:45 - 11:30am
Jan 6 to Apr 12, 2016 DD MB S2.401 Mo 5:45 - 8:15pm
F MB 3.435 Th 2:45 - 5:30pm
Course instructor: Aela Salman, MSc
Office location: MB 14.280
Office hours: Thursday 1-2:30pm (or by appointment)
Telephone: (514) 848‐2424 ext. 2940
E-mail: [email protected] (please refer to Communication

2. Outside Course Hours in
the course outline)
Mailbox: Room MB 13.145 Box 43
SUPPLEMENTARY COURSE OUTLINE ADDENDUM
Formal Report – Solo Writing (25%)
Each student will independently prepare a formal report – 6 to
10 pages (excluding the title page,
memorandum or transmittal letter, table of contents, executive
summary, bibliography and
appendices). Grading will be based on the Formal Report Rubric
which can be found on Moodle.
You are required to write a formal report on one of the
following three scenarios:
Scenario 1: Nutella’s Social Media Strategy
You are the Social Media Manager for Nutella, owned by
Ferrero. The President and CEO of

3. Ferrero Canada, Allan Cosman, has asked you to write a formal
report on the top social media
platforms to use for the Nutella brand. Select and provide
recommendations for three different
social media platforms (e.g. Facebook, Twitter, Instagram,
Pinterest, YouTube, LinkedIn,
Snapchat, Tumblr, etc.), and discuss the purpose for each one.
Scenario 2: Aldo Shoes’ Social Media Strategy
You are the Social Media Manager for Aldo Shoes. The CEO of
Aldo Group, Patrik Frisk, has
asked you to write a formal report on the top social media
platforms to use for the Aldo Shoes
brand. Select and provide recommendations for three different
social media platforms (e.g.
mailto:[email protected]
Business Communication – COMM 212 – Winter 2016 2
Facebook, Twitter, Instagram, Pinterest, YouTube, LinkedIn,
Snapchat, Tumblr, etc.), and discuss
the purpose for each one.

4. Scenario 3: Air Canada’s Social Media Strategy
You are the Social Media Manager for Air Canada. The
President and CEO, Calin Rovinescu,
has asked you to write a formal report on the top social media
platforms to use for the Air Canada
brand. Select and provide recommendations for three different
social media platforms (e.g.
Facebook, Twitter, Instagram, Pinterest, YouTube, LinkedIn,
Snapchat, Tumblr, etc.), and discuss
the purpose for each one.
Requirements:
Your formal report should follow the elements below – please
refer to Chapter 11 of the textbook.
well as the course number and
section (in addition to other title page components explained in
the textbook, e.g. title report).
must be 6-10 pages excluding
tables, figures and illustrations.

5. tive secondary sources
(not Wikipedia!).
– they should be properly
referenced and discussed.
spacing, 12-pt font size, Times New
Roman font, 1-inch margins (all around) and correct pagination.
have spelling or typographical
errors. Spellchecking is often not enough; reports should be
proofread before being handed
in.
FRONT MATTER:
r

6. BODY OF THE REPORT
BACK MATTER
Business Communication – COMM 212 – Winter 2016 3
Deliverables:
the beginning of Class 11.
Submit an electronic copy of your report on Moodle before
the beginning of Class 11. The file
name should be: Last Name_First Name_Report.

7. mark per day.
Group Presentation Project (30%)
Students will research and present a 30-minute group oral
presentation using appropriate
electronic audiovisual support media. An additional 5-10 minute
period will be allotted for a
question and answer session at the end of the group
presentation. The group presentations will
be held during classes 9, 10, 11 and 12. Grading will be based
on the Group Presentation Rubric
which can be found on Moodle. Group presentations are to be
prepared during the workshop
sessions of the class and independent of class hours. Students
must be prepared and willing to
invest a considerable amount of time working effectively,
efficiently and diligently with teammates.
The content for the group presentation must be a business
communication topic, prepared and
presented by you, a team of consultants. All group members
must participate in the presentation.
PowerPoint slides are preferred, but Prezi is also accepted.

8. Please refer to Chapter 12 of the
textbook as a guide in helping you build your presentation.
A group may propose its own topic, as long it is clearly related
to Business Communication.
Here are a few topic ideas:
Cover slide (topic, group name, course name, section and term)
Agenda (guide the audience)
Three-part presentation:
establish credibility, 3) make
your purpose clear, and 4) preview your main points

9. References or Works Cited: Include a minimum of five reliable
and authoritative sources (not
Wikipedia!), and use either APA or MLA style (not both). All
sources need to be referenced in-
text on each slide (i.e., Meyer, 2014), and include a list of
references / works cited at the end of
the presentation.
Business Communication – COMM 212 – Winter 2016 4
-cultural communication

10. Be creative and interactive! You can include videos, role plays,
questions for your peers, etc.
Please note that topics are awarded on a first come first served
basis, and must be
submitted by Class 4.
Please refer to p. 440-444 of your textbook for tips on
rehearsing and delivering a presentation,
handling questions and presenting as a team.
Grading: The group project is worth 30% of the final course
grade where 20% will be based on
group performance and 10% on individual performance.
Peer Evaluation: Each group member is expected to equally
contribute to the group project.
Each person must complete a Peer Evaluation Form (available
on Moodle) by rating each team
member (except themselves) from a score of 0 to 10. The
average score will be multiplied to the
group grade of the presentation. For example, if John’s group
receives 85% on the group
presentation, and John’s average peer evaluation is 8/10, John

11. will receive a grade of 85 x 0.8 =
68%.
Deliverables:
i) team name, ii) team
members, iii) topic, and iv) three (3) main points, via e-mail by
Class 4. Please send only
one e-mail per team (don’t forget to CC your team members).
submit the PowerPoint
presentation on Moodle before the beginning of Class 9. Failure
to do so will result in a
10% penalty on your group presentation mark. The file name
should be:
Presentation_Group Name.
along with the completed Peer
Evaluation Form, before presenting.
Enrollment in this class means that you are aware of, understand
and accept the rules stated in

12. this document.
Formal Report RubricCOMM 212 Individual Formal
ReportStudentSectionTopicScoresP = Poor; G = Good; E =
ExcellentEach element is worth 5 ptsScoreMain
CriteriaElementsPGEComments1Letter or Memo of
Transmittali)Format; Topic Statement; Highlight of Conclusions
and Recommendations; CloseLetter or Memo of Transmittal (5
pts)2Presentationi)Cover; Title Pageii)Table of Contents; List
of Tables/Figures/Illustrations iii)Headings and Sub-
Headings; Pagination; Professional AppearancePresentation (15
pts)3Executive Summaryi)Format; Completenessii)Important
Highlights; Omission of Unnecessary InformationExecutive
Summary (10 pts)4Contenti)Introduction; Purpose Statement;
Background and Preview (sets the stage); Overview (guides
reader)ii)Structural Organization; Topic Developmentiii)In-
depth Secondary Researchiv)Findings and Analysis (level of
evidence and details, thoroughness)v)Conclusions (linkage,
objectivity, consistency, clarity)vi)Recommendations (logic,
practicality, relevance)Content (30 pts)5Sources &
Chartsi)References or Works Citedii)Appendices (clarity,
labels, format, references)iii)Use of Charts, Tables, Graphs, etc.
(support and clarify written material, clearly labelled)Sources &
Charts (15 pts)6Writing Qualityi)Spelling
(proofreading)ii)Grammar (phrase, sentence and paragraph
construction)iii)Business Style and Tone (objectivity,
practicality, logic, audience-focused)iv)Creativity and
Originalityv)Overall Impact (professionalism, flow)Writing
Quality (25 pts)Preliminary Total (100 pts)Penalties (lateness,
etc.)FINAL TOTAL (100 pts)FINAL TOTAL (25 pts)
Formal Report

13. Presented to Professor Aela Salman, M. SC.
John Molson School of Business
Business Communication COMM 212, Section F
Prepared by:
Olivier Jodoin 27422148
March 1, 2016
ANALYSIS OF THE SOCIAL MEDIA STRATEGY FOR
Presented to Calvin Rovinescu
President & CEO of Air Canada
Prepared by Olivier Jodoin

14. Social Media Manager of Air Canada
March 1, 2016
MEMORANDUM
DATE: March 1, 2016
TO: Calvin Rovinescu, President & CEO of Air
Canada
FROM: Olivier Jodoin, Social Media Manager of
Air Canada
SUBJECT: Air Canada’s social media strategy
Dear M. Rovinescu,
I am glad to bow you the formal report that you asked for and
give me the authorization to analyze the social media of Air
Canada. After evaluation several social platforms, Air Canada
should target their platforms of Facebook, Twitter and
Instagram. These three social media platforms will allow the
company of strong social tools and the power of connecting
with the target customer, new approach for attracting new
customers and a strong potential way of increasing online sales
as well as improving interaction and communications directly
with our customer. The whole potential of these attempt is to
create and develop a strong loyalty customer.
In 2015, the financial economic in Canada have been very
difficult for Canadian Industries. Air Canada have been able to
perform quite well, but on the social perceptive, Air Canada
have been hurt quite often by the media on the maintenance firm
Aveos Fleet Performance and several incidences. In order to
improve our social regards and keep as well as attract more
customers, the information gathered will demonstrate that the
company; the company’s marketing campaign of Air Canada
should focus and be more active of the use of Facebook, Twitter
and Instagram.
I hope this report is at the level of expectation of the company

15. and with the crucial information to determine the efficiency of
the use of Facebook, Twitter and Instagram, that will allow the
company to increase market share and develop a loyalties
customer base. For any additional question or information about
this report, feel free to contact me on my cell phone: (514) 318-
0720 and by e-mail at: <[email protected]>. Thank you for
giving me this unique opportunity.
Tables of content
EXECUTIVE SUMMARY 4
INTRODUCTION 5
Purpose of the Study 6
Scope of the Study 6
Sources and Methods 6
Benefit of the use of Facebook,Twitter and Instagram 7
Overall Benefit7
Profitable Costs Advertising 7
Targeting the right customer 7
Facebook 7
Twitter 7
Instagram 7
CONCLUSIONS AND RECOMMENDATIONS 8
Conclusion 8
Recommendation 8
Marketing strategies with Facebook, Twitter and Instagram 8
Proactivity within the market trend 8
How to connect with the customer 8
References 8
EXECUTIVE SUMMARY

16. In order to achieve the perfect social media strategy for our
company, this report will highly the benefits of the use of social
media and the possible improvement at our actual social media
situation. The purpose of this report is to establish and discover
the target market on our social media platform and separate the
behaviour on each single platform. Therein, this report will
reflect a study on Facebook, Instagram and Twitter. These
social media platforms have their own respective usages but
fundamentally allow users to connect, share information.
The results of this research show that the use of Facebook,
Twitter and Instagram would offer many benefits for our
company.
As a result of this assessment, the following recommendations
involve changes to be made in the company:
· Analyze and target the right group of customer that use and
are more often to seek information on our actual social media
platforms.
· Develop each platform differently by using the strong sides of
each platform and create a connection between each other.
· Establish the marketing trends of thein the market industries
by doing further action on the company’s competitors.
· Implantation of the customer services on every platform.
INTRODUCTION
In the past 10 years North American have changed a lot their
way to interaction between each other. Social networks as
Facebook, Twitters and Instagram have dramatically improved
the credibility of social network. This new way of interaction
has provided a new lifestyle for the users that can chat, share,
like, comments each and single post from family, friend to even
celebrity. In today’s business where the competition is stronger
than ever, users analyse each and single action toke by the
company, online shop are not only in competition with local

17. store around them, there are now in competition with the entire
business world. User can now shop online, share opinion about
their own business experience and have to past review. This
new way of conducting purchase have brought company to a
new way of conducting their financial, social and cultural
activities.
Facebook is a still by far the most popular social media
according to their 1.44 billion worldwide monthly users
(Institute). Not recognized the best social platform for sales
generator, Facebook provide a capability of targeted directly
with the target customer and collect information directly on
their Facebook pages. Facebook is well knowing for his likes
and share bottom that give an appreciation for the user of his
post.
Twitters is the easiest social media platform (Social Network)
and is well-known for their 140 characters. Around 320 million
monthly (TWITTER USAGE / COMPANY FACTS) users use
this micro blog that allow them to share thoughts and image
with friend as well as following day-to-day thoughts of their
favorite celebrity and company.
Instagram is a platform that can be linked with twitter account
and Facebook account. Your casual picture can turn out on a
majestic picture that could be repost by more the 182 millions
of users (brain). According to Mike Krieger, co-founder of
Instagram, there is 60 million photos shared by the global
community of Instagram.
Purpose of the Study
The main objective of this study is to highly the top social
platform that would be benefit for Air Canada and demonstrate
the effectiveness of these three social media platform;
Facebook, Twitters and Instagram. Several recommendations
will be held on the way to use these platforms and total benefice
gain will be given. The main idea in this case is to show proof
of how these social media works, the features that it has and
how these features can fit into a business like Air Canada. With
that being the case, it is possible to come up with

18. recommendations on how the company can adopt the use of
Facebook, Twitter and Instagram as a viral social networking
platform for marketing and interacting with customers and other
stakeholders
Scope of the Study
This study mainly focuses on the following:
· Targeting the important target customer
· How these fits in as a marketing and promotional tool
· Benefits and returns developed from the use of Facebook,
Twitters and Instagram
Sources and Methods
This review involved
· Access to information online
· Articles on the way to use social media for business purpose.
· Various articles about its main role as a social media platform
and its suitability in the business world
· Various articles about Pinterest and its suitability in the
business world
· Actual thought of users about their usage and utilities of
social mediaBenefit of the use of Facebook,Twitter and
Instagram
Other than just being a basic social tool where people can
interact and share ideas regarding a myriad of topical issues in
their lives, it still plays a pivotal role in the world of business.
The benefits that Facebook, Twitter and Instagram will deliver
to Air Canada as a business are the main focus in this report.
Therefore, the report will be separated in 4 sections: (1) Overall
Benefit, (2) attracting more customers; (3) expanding the
market research; (4) increasing online sales; and (5) improving
internal communication.Overall BenefitProfitable Costs
Advertising
I will demonstrate how cheaper it is to use social media instead
of radio , tv ectTargeting the right customer

19. In addition to being a cost saving opportunity in advertising for
the company, I will show how important it is to target the right
customer event it’s not on main target. Main target might not
use social media , opportunity to find new one
Facebook
I will talk about the fact and good sides of facebook
Twitter
I will talk about the fact and good sides of Twitter
Instagram
I will talk about the fact and good sides of Instagram
CONCLUSIONS AND RECOMMENDATIONSConclusion
Brief Conclusion on how my formal report
wentRecommendation
Marketing strategies with Facebook, Twitter and Instagram
Step by step
Proactivity within the market trend
Step by step how to be behind on social media against
competitor
How to connect with the customer
Step by step I will explain how to talk to the customer(reply,
ect)

20. References
brain, statistic. http://www.statisticbrain.com/instagram-
company-statistics/. 11 September 2015. Statistic brain. 1
March 2016. <http://www.statisticbrain.com/instagram-
company-statistics/>.
Institute, Statistic Brain Research. Facebook Statistics.
September 2015. <http://www.statisticbrain.com/facebook-
statistics/>.
Social Network. 15 April 2015. Social Media Today. 22
February 2016. <http://www.socialmediatoday.com/social-
networks/2015-04-13/worlds-21-most-important-social-media-
sites-and-apps-2015>.
TWITTER USAGE / COMPANY FACTS. 31 December 2015.
<https://about.twitter.com/company>.
9