report for consulting management course based on proposal that introduce someone as consultant to solve the issues of mentioned company
you can find two attachments.
one of them is an essay which is about a company and its problems and the other one is the proposal which has been prepared according to that essay to introducing myself as a consultant and suggest the solution to modify its process.
you have to prepare a report based on a proposal and essay.you can also find instructions for how to write a report based on them.
A Consulting Proposal for Creating a social media strategy
Contents
Introduction 3
Background and problem 3
Looking at Problem 4
Project purpose and scope 5
Approach and Methodology 6
Project Schedule and Milestones Dates 9
Time and Cost Estimates 10
Anticipated outcome and Benefits 10
Summary of Project Deliverables 11
Consultant Credential 12
Conclusion 12
Introduction
Marketing is necessary for all of the industries, but it seems that the electronic publishing industry has the largest amount of impact because of marketing. It seems that marketing is the backbone for the electronic publishing industry as it is with the promotion of their blogs and various articles that they can achieve high revenue. It seems that Tech Talk has a problem with picking out a proper social medium strategy for the promotion of their work. Due to the rise in competition and different social media platforms, it has become hard to decide what the best strategy which can be used is. The aim of the research project would be to highlight a proper social medium strategy.
Background and problem
Being founded in 2012, Tech Talks was one of the places where an individual could go and gain a huge amount of knowledge regarding various new technology trends. There are various articles that can be found regarding business analytics, e-commerce and information technology e-payments, etc. There are also focused case studies that are presented by the organization. The unique factor about this organization is that in order to attract its customers, the normal bookish type knowledge was thrown out of the window, and more graphical representation was done.
The finances that were present within the organization between the years 2013 and 2016 were high reputable due to the fact that they were presenting quality content. It was understood that social media played a huge role in the customers, and the content was being shared amongst them through these various platforms.
Looking at Problem
The main problem that is highlighted within the case study of Tech Talks is that they do not have a proper strategy that they can develop for future growth. There is a hard time in deciding how to further social media presence should be developed as there are a number of options that can be targeted.
In order to get more in-depth detail about the problems Tech Talks seems to be facing; both internal and external factors will be identified. These would help in understanding the problems further on and looking at which ones exist within the organization itself.
External
Too many social media platforms to choose from
Too many customer segments to cater to
Guidelines about ever specific SEO strategy and marketing on social media strategy have to be taken into account.
Internal
Employees
There does not seem to be a huge team available for getting different amounts of work done.
Looking at if a new SEO should be hired.
In house or outsourcing should be done of the work.
Marketing
How black hat SEO should be done or White hat SEO.
The page content is not attracting more customers.
The use of new social media platforms or how new ones should be done.
Finance
The various strategies chosen can either increase the costs that are occurring or keep them the same
Project purpose and scope
Purpose
The purpose of this project would help to evaluate different strategies that can be used in order to develop a social medium strategy. The project will look at different ways that social media marketing can be done effectively by a medium organization such as Tech Talks. The project will have a research methodology so that there can be proper ideas developed for making sure that there would be effective strategies developed.
Scope
They are deciding how the use of a white hat SEO strategy would benefit the organization. The use of this strategy will make sure that the work of optimization is done while following the guidelines, and there is not any illegal activity.
Researching on what are the best social media platforms so that there can be an effective outline of how it can be added to the operations of the organization. This would help in making sure that there is an effective outline of how different platforms can be used.
Looking at the progress made within the project so that findings can be properly represented. There will also be recommendations made based on the findings so that the best decision can be made accordingly.
The different aspects that are not added within the project are:
Not going to compare various studies regarding gap analysis
Implementing a proper plan for the strategy which can be used
Evaluation of all social media platforms
Approach and Methodology
Deciding with the methodology and approach is necessary as it would help to set out a proper strategy to gain proper results within the project. This has to be done properly so that there could be proper findings done along with the recommendations given to Tech Talk.
Approach
There are eight stages which are involved in developing a proper approach which are:
1.Planning
It is necessary to develop a sensitive research program to define all activities and set a time frame for them. This would help in outlining how the whole project can be carried out for successful outcomes.
2. Detailed PESTLE and SWOT analysis
The use of PESTLE analysis would help in making sure that all of the external factors would be looked at. On the other hand, the SWOT analysis would show the internal problems that were faced by the organization. Both of these are done so that it can also be found out that whether it will be okay to do outsourcing or can the team within the organisation take control.
3. Researching the best social medium strategy
There is going to be secondary research conducted on investigating SEO options and Social media strategies
The main focus of the research will be on finding out the best social medium strategy which can be used.
4. Conducting surveys
There will be questionnaires developed and given to the individuals who read the articles of the organization.
There will be a separate survey developed for the employees on what they think would best fit the organizations needs.
5. Analysis of data
After the data is collected, then there would be a proper analysis of it. This helps to make sure that the findings are represented in a well-defined manner.
6. Findings
Here the finds are presented so that there is a proper outline of what are the different options that are available to the organization and which ones should be chosen accordingly.
7. Designing Recommendations
There would be different recommendations given both for the current challenges and future challenges that can be looked at. It seems that the use of different recommendations would help in showing how a proper social medium strategy can be developed.
8. Results are presented
There should be a proper presentation developed so that the organization can understand how they can have an effective strategy developed.
This type of approach is known as a deductive approach. Hence the deductive approach is the best way to understand how there will be effective research carried out.
Method
The use of a
mixed methodology
will be done within the research. This is important to be done because it would help to show that there is a sufficient amount of data collected.
While collecting qualitative data, there are going to be various journal articles reviewed, along with different articles on social medium strategies. This would help to make sure that there is an analysis of different strategies developed, and also it seems that there would be an analysis of how SEO can be done properly. It seems that with this type of data, there will be an effective outline of various strategies developed.
The use of the quantitative method of data collection would be done through the creation of surveys. There is going to be a set of 2 questionnaires developed as two different groups are being targeted. The first one is the employees of Tech Talks. The personnel know more about the organization than anyone else, and they would be able to provide what are the challenges that are being faced inside of the organization. This helps to see whether there would be an outline of how the organization functions so that outsourcing or teamwork will be done for the new strategy. Information about black hat SEO strategies and white hat SEO strategies can be found out accordingly.
The second set of the questionnaire would be developed for the customers or readers of the organization. The questionnaire would be targeted to the different countries and sent to them via Facebook or Twitter. By doing this, there would be a proper understanding of what the customer wants and whether they would want another social media platform to view the article or even infographics. This is necessary to be done in each of the countries; there are different platforms that are on the rise. The data that would be collected here is in the form of statistics. There are going to be around 100 individuals selected from Facebook and 2000 from Twitter in order to gain insight from both of these platforms and understand their wants.
Project Schedule and Milestones Dates
Timing in a project is as crucial as carrying it out. The final closure of the project is going to be March 14, 2021, and it is going to begin on November 1, 2020. This is all of the time that is needed in order to conduct the project in a significant manner. Within ten days of the proposal being submitted, it is requested that an answer should be given so that the whole project can get a green signal to be started.
Project Phase
Month (Nov-March)
Completed By
N
D
J
F
M
Planning
November 15, 2020
Detailed PESTLE and SWOT analysis
November 29, 2020
Researching the best social medium strategy
November 30, 2020
Conducting surveys
December 31, 2020
Analysis of data
January 31, 2021
Findings
February 28, 2021
Designing Recommendations
March 10, 2021
Results are presented
March 14, 2021
Time and Cost Estimates
The time that will be consumed to finish this project is over five months. This is an ample amount of time that will be given in order to complete the whole project and make sure that there is are effective solutions provided to the various dilemmas Tech Talks seems to be in. There are not any consultation fees that will be charged due to the fact that the final deliverables will be submitted by the Royal Roads University MBA program. However, the university has mentioned that the expenses that are going to occur while covering all of the activities and hours of work are amounted to about $35,000.
Anticipated outcome and Benefits
The outcome of this report will surely help Tech Talks in overcoming the problems and challenges it is facing. The benefits which can be availed by conduction of this project are:
There can be higher amounts of traffic that will be achieved by the organization. This is because Tech Talks would have a more specific strategy that would help to bring more readers toward them.
A fine-tuning would be given to the social media strategy as the research being done would help to provide a strong social medium strategy that can be easily carried out.
In-house marketing and outsourcing would also be defined during the project so that further decisions can be taken on.
Deciding on a platform that would help the organization to grow in the market further would be advised in this project.
There are a number of functional blocks that are present in social media, and the uses of this project are bound to show them.
Summary of Project Deliverables
A report is going to be presented in which all of the research would have been done, and the findings presented. This will be provided in both a printed formatted and one through electronic mail. This report would cover all of the topics and research methodologies that have been mentioned.
Consultant credentials
I have an MBA from a reputable Canadian university and have been working as a business consultant for the past 10 years. My experience in providing practical advice and effective advice to customers is a factor that has played a significant role in my success in this field. In addition, I have consulting experience for several large and small projects in the country. I am aware of industry trends and specialize in providing recommendations based on internal and external analysis of companies. My emphasis on consulting is geared towards building partnerships with clients so that more fruitful results can be achieved more easily
Conclusion
This proposal highlights the activities that are going to take place on a whole project. The project will help to deal with the several problems Tech Talks seems to be currently facing. The mixed methodology that has been chosen for the project will help in obtaining crucial information that can be used to solve the problems being presented. There are a number of individuals that would take part in the data collection so that there can be real information acquired. In conclusion, the acceptance of this proposal would mean that the initial phase of the project has just been cleared.
5 Founder name:
Consultant name:
Address:
Email:
Tel:
Date:
Dear Mr. Founder
In this part at first, we have to Thanks to the CEO for choosing us as a consultant and then express hope to achieve goals that have mentioned in proposal. At last we have to announce these commitments will be done in specified time in proposal and declare that all the statistical report and analysis and required reports and data have been prepared according to the standards of organization.
Disclaimer
In this part you have to mention the companys problem and then declare according to these problems and your proposal your preliminary element for modifying procedure will be
And these approaches will be applicable after confirming by CEO.
Executive Summary
Introduction
You have to write a background from proposal (not copy and paste) paraphrase that part
Problem statement
Write the problems in bullet point
Swot analyze
You can use swot part of proposal but paraphrase it and apply it in table
Recommendations
Conclusion 9B17E009
TECH TALK: CREATING A SOCIAL MEDIA STRATEGY
Arpan Kumar Kar and Reema Aswani wrote this case solely to provide material for class discussion. The authors do not intend to
illustrate either effective or ineffective handling of a managerial situation. The authors may have disguised certain names and other
identifying information to protect confidentiality.
This publication may not be transmitted, photocopied, digitized, or otherwise reproduced in any form or by any means without the
permission of the copyright holder. Reproduction of this material is not covered under authorization by any reproduction rights
organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Ivey Business School, Western
University, London, Ontario, Canada, N6G 0N1; (t) 519.661.3208; (e) [emailprotected]; www.iveycases.com.
Copyright 2017, Richard Ivey School of Business Foundation Version: 2017-07-19
In late 2016, Dr. Aditya Khare was trying to decide how he should promote Tech Talk, the content
publishing portal he had co-founded in 2012. As of December 1, 2016, the portal was slightly over five
years old and had a relatively small social media presence. Khare wanted to change that. He understood
that it was impossible to ignore social media in his growth strategy. He wanted Tech Talk to get ample
traffic directly through platforms such as Facebook and Twitter. He also wanted it to have a strong presence
among special interest groups on social media so that discussions could be initiated and carried forward to
enrich the body of knowledge on the web. However, coming up with a strategy that could be implemented
by his small team was turning out to be more daunting than he had initially thought. Khare needed to find
an answer within the next week, when he would have to present the portals annual progress to other
governing stakeholders.
One of Khares agenda items for the future was fast growth, which needed to be fuelled by capital inflow
from investors. A successful social media strategy would play a key role in that initiative. However, Khare
did not want to experiment too much. Instead, he wanted to use established strategies for developing a
strong presence on social media. How should he strategize the interaction with readers on social media?
Which platforms should he focus on? How should he invest in building a presence on these platforms?
ELECTRONIC CONTENT PUBLISHING INDUSTRY
The electronic content publishing industry (often called the electronic publishing industry, or knowledge
blogs) was one of the faster growing industries in the digital economy based on year-on-year growth.1 In
October 2016, there were approximately one billion Web 2.0 websites, with approximately 319.8 million
content publishing blogs available. Web 2.0-based industries witnessed a number of innovative revenue-
generating business models, which targeted a focused yet narrow customer segment but created a lot of
returns, especially in the shorter run. This success inspired new entrepreneurs to join and take up new
initiatives in the industry. Some of these emerging business models attempted to provide their target
customers with unique niche content, while many other business models were repetitive and thus failed to
1 Rdiger Wischenbart, The Global Ranking of the Publishing Industry 2015, 3-4, accessed May 10, 2017,
www.wischenbart.com/upload/Wischenbart_Ranking2015_analysis_final.pdf.
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make any significant business impact. In the long run, many of these initiatives failed to sustain their growth
and died.
The electronic publishing industry was highly fragmented. Thousands of content publishing websites
posted news and content that could be considered generic and that crossed all domains or interest areas,
while specialized content publishing companies focused on a niche market. As an alternative, some popular
yet small teams of bloggers shared niche, yet highly focused, content with their readers. Added to this mix
were content providers who mechanically churned content from existing websites, using article spinning
systems. These websites created new content, and kept adding it to the repository of posts and articles. Such
spun articles, if checked for similarity, showed original results. However, if the websites were checked for
unique contribution, originality of thought, or even synergy of meaning within articles that were published,
they failed, since articles were randomly generated using mix and match techniques from synonym-based
dictionaries.
All in all, one billion websites provided trillions of pages of digital content, often with little differentiation
for the not so well-versed consumer.2 These websites faced a major challenge in creating a niche to attract
readers, retain them, and generate revenue effectively. Innovative business models and pricing schemes
were therefore required for sustenance and growth.
Search Engine Optimization
The electronic content publishing industry depended highly on two sources of traffic: search engines and
social media. To gain visibility in search engines, portals focused on search engine optimization (SEO)
the adoption of a set of practices and strategies affecting the visibility of a web domain in the unpaid results
of search engines (like Google, Bing, or Yahoo) to gain organic traffic. In general, the higher the number
of rankings and appearance a web page had in the search results, the greater would be the traffic it received
from the search engine when similar themes were searched by users.3 SEO could target different types of
organic traffic, including picture and video search, location search, academic research article search, news
and latest update search, and industry-specific vertical aligned search engines.
There were two types of SEO strategiesblack hat and white hatand websites often used them both.
Black hat SEO referred to strategies that focused on tricking search engines and mostly bypassed the
guidelines defined by search engines. It included strategies like keyword stuffing, using hard-to-detect text
that had the same colour for text and background, false automated redirects from other domains, and adding
unrelated keywords to the page content that would attract search traffic. White hat SEO, on the other hand,
used techniques and strategies that were mainly focused on a human audience and completely followed
search-engine-defined guidelines for webmasters and web developers. Some examples of white hat SEO
techniques were using correct keywords in text after a proper keyword analysis, backlinking to relevant
documents inside the domain and to other websites, using link-building techniques to enhance link
popularity through listing and submissions, and writing high-quality content for authentic human readers,
which promoted social sharing and citations.
2 John Sutter, How Many Pages Are on the Internet? CNN, September 12, 2011, accessed February 27, 2017,
http://edition.cnn.com/2011/TECH/web/09/12/web.index/.
3 Harold Davis, Search Engine Optimization: Building Traffic and Making Money with SEO, (Newton, MA: OReilly Media,
2006), 11-12.
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Research papers highlighted how these approaches were used.4 In addition, website development best
practices (which facilitated faster page loading), minimal use of iframes, minimal usage of JavaScript, and
the use of sitemaps resulted in better structured websites, which enabled search engine spiders to crawl
websites better. Some of the outcome of these approaches was dependent on the website hosting service
provider; thus, having a high-quality hosting service played a critical role in SEO.
A strong social media presence also had a positive impact on the SEO process and, therefore, on the organic
traffic generated by any web page. In fact, the content publishing industry had been radically changed with
the emergence of search engines and social media (see Exhibit 1).
Social Media
Having a strong social media presence was increasingly gaining importance, but understanding its scope
was still at a nascent stage. In the early days of Web 2.0 (around 2002 to 2008), having a social media
presence was critical for increasing online presence and improving the visibility of a web page in organic
search. However, social media presence was increasingly being recognized as not only an SEO booster but
also an important source of referral traffic. A huge population was sharing content on social media, and
social groups were getting regular updates on the newest content pertaining to specific areas and themes.
Social media presence was popularly interpreted as presence on social networking and content-sharing
websites such as Twitter, LinkedIn, Facebook, YouTube, Instagram, and Google+.
However, a deeper look into social media revealed the presence of more diverse websites5 in many
categories: social networking websites; creativity works sharing sites for videos and photos, user-sponsored
blogs, company-sponsored cause sites, company-sponsored blogs and websites, business networking sites,
collaborative websites, virtual worlds, e-commerce portals, podcasts, news-producing websites, educational
materials sharing, invitation-only social networks, open source websites and social bookmarking sites that
allowed users to suggest news and music (see Exhibit 2).6
According to Shareaholic,7 on average, 31.2 per cent of the traffic received by websites was from social
media. Top social media referrals, according to this report, were Facebook, Twitter, StumbleUpon,
Pinterest, YouTube, Reddit, Google+, and LinkedIn. According to a published report by Fortune magazine,
Facebook itself drove 25 per cent of the total traffic on average for many websites, and was followed closely
by Pinterest.8 In fact, there was a transition of focus from text-based content to image-based and video-
based content in social communications, as indicated by the growing popularity of platforms like Pinterest
and Snapchat. Traffic analytics indicated that Facebook (with 43 per cent) accounted for greater referral
traffic to news sites than Google (with 38 per cent) for the top 400 digital news publishers. As reported by
Business Fundas,9 webmasters felt that social media marketing provided better returns on investment than
4 Aaron Vegh, Chapter 9: Search Engine Optimization, in Web Development with the Mac (Indianapolis, IN: Wiley Publishing
Inc, 2010), 221239; Amy Van Looy, Chapter 6: Search Engine Optimization, in Social Media Management (Cham: Springer
International Publishing, 2016), 113132.
5 W. Glynn Mangold and David J. Faulds, Social Media: The New Hybrid Element of the Promotion Mix, Business Horizons
52, no. 4 (July 2009): 357365.
6 Arpan Kumar Kar, Integrating Websites with Social MediaAn Approach for Group Decision Support, Journal of Decision
Systems 24, no. 3 (November 2015): 339353.
7 Danny Wong, In Q4, Social Media Drove 31.24% of Overall Traffic to Sites, Shareaholic Reports, Social Media (blog),
January 26, 2015, accessed February 27, 2017, https://blog.shareaholic.com/social-media-traffic-trends-01-2015.
8 Mathew Ingram, Facebook Has Taken over from Google as a Traffic Source for News, Fortune, August 18, 2015,
http://fortune.com/2015/08/18/facebook-google.
9 Arpan Kumar Kar, Benefits of Social Media Marketing, Business Fundas, 2015, accessed April 10, 2017, www.business-
fundas.com/2015/benefits-of-social-media-marketing.
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traditional marketing efforts; generated better leads for business; and improved sales conversion, website
visibility, brand association, and service and product awareness. However, interestingly, not every website
was able to ride this wave of social media, which often was making the already popular websites more
popular and phasing out the niche websites. The main reasons attributed to failing in social media were
inconsistency of communication with the companys value proposition, a general misunderstanding of how
social media really worked, lack of differentiation, and a lack of measuring and monitoring key performance
indicators.10
To further build their social media presence, webmasters were using different strategies. Some strategies
followed the ethical guidelines of social media use while others did not. Social media strategies that adhered
to ethical guidelines were focused on high-quality content, natural votes from viewers, natural sharing
among viewers, organic growth of subscribers through social media, and so on. As part of such strategies,
social media expert consultants engaged with opinion leaders and reputed bloggers to create high-quality
visibility on the web. Best practices and social media transformation were the focus, and often such
campaigns ran at a very high cost.
There were also many e-markets such as SocialLinkMart.com and SEOClerks.com, where people could
buy subscribers (i.e., fans and followers) for social accounts on Facebook and Twitter. People could also
buy social votes for content on such platforms. On sites such as Like4Like.org and EasyHits4u.com,
webmasters could artificially exchange votes, comments, and social shares to boost the visibility of a
website on platforms such as Twitter, Facebook, and Google+. Such purchase or exchange of social sharing
and votes was not supported by the ethical use of social media websites. However, social media websites
actively promoted advertisement schemes to facilitate greater reach of specific content or organizational
profile pages to potential interested user groups; such advertisements were the main sources of revenue for
these websites.
TECH TALK BACKGROUND
Founded in 2012 by Dr. Aditya Khare and Dr. Arshiya Chak, Tech Talk was a premium technology and
business knowledge portal focused on promoting knowledge in the domain areas of information technology
and systems. The portal provided systems for enabling business processes and social commitments. Articles
encompassed specialized areas such as business analytics, e-governance, e-commerce, Internet
technologies, information technology, big data analytics, project management, telecommunication
technologies and management, general business management frameworks, service science, e-payments,
digital marketing, smart cities, and other related themes.11 These articles were mostly theoretical and
provided deeper insights into the different domains of how emerging information technology affected firms
and societies. The objective was that for anyone exploring a specific topic covered in an article, the website
became a ready point of reference to read and comprehend, like any chapter of a textbook. Tech Talk also
published focused case studies, which could be used as minicases or caselets for a particular discussion
in classrooms and workshops.
According to Khare, Tech Talk content was differentiated from boring textbooks in the way it was
represented pictorially and graphically. Infographics were liberally used throughout the website and drew
a lot of views and reviews from visitors. Tech Talk formed a part of the already highly fragmented and
competitive electronic information publishing industry. Its performance was ranked against some of the
10 John Rampton, Why Most Social Media Strategies Fail, Forbes, April 22, 2014, accessed February 27, 2017,
www.forbes.com/sites/johnrampton/2014/04/22/why-most-social-media-strategies-fail.
11 About Us, Tech Talk, accessed February 17, 2016, http://tech-talk.org/about/.
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popular website evaluation metrics (see Exhibit 3). Despite being a new web portal, the financial
performance of Tech Talk from 2013 to 2016 was fairl
