Week 12Facebook is an online social media platform founded by Mark Zuckerberg and some of his college roommates at Harvard. The companys IPO was held in 2012 valuing the company at $104 billion, the largest ever IPO for a newly listed company. Facebook is now valued in excess of $500 billion. Facebook makes most of its revenue through targeted online advertising. Facebook has received some strong criticism in recent times over privacy issues, promotion of hate speech, depictions of violence and even influencing elections such as the US Presidential election in 2016 and Brexit. Currently, Facebook enjoys 2.2 billion monthly active users and 1.15 billion daily active mobile users. Age 25 to 34, at 29.7% of users, is the most common age demographic. However, the platform has begun having trouble attracting and keeping a younger demographic of customers. Customers in the 16-24 year old range have started to migrate towards other platforms such as Instagram and Snapchat. Facebook needs your help in developing a marketing campaign to attract users in 16-24 age group to choose Facebook as their preferred platform. Answers should not exceed 2000 words. Assignments will be graded using the following criteria:Understanding of target audience 5 marks
This section should identify your knowledge of the target audience. This section should address your understanding of the following points:
The issues that are causing them to leave /not use Facebook
The customer decision-making process for how they decide which social media to useMessage decision 7 marks
This section should address your groups intended positioning strategy i.e. what message are your group trying to develop in the minds of customers about the new digital marketing major. Your positioning strategy should be based around the four key criteria for effective positioning; clarity, consistency, credibility and competitiveness. This section is asking you to address the following:
This section should identify your groups choice of marketing media to communicate your positioning strategy. Marks will be awarded for how the media used fit with the target audience identified.Creativity of your campaign idea 3 marksQuality of written document 2 marks
Quality of writing, spelling, grammar and layout of the document will be assessed here.
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