FINAL PROJECT

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(To be fulfilled by the student)
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ENEB Business School

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 Final Project Guidelines

Please use this format to submit your final work. The paper must follow all the
guidelines as instructed in order to obtain full credit.

Remember that our team of tutors is available for any questions regarding your
final work.You must present the final version of yourwork as no previous
corrections will be carried out. To submit the final project, students must use
the template below, with theiranswers written after each statement.

Please present your final paper according to these requirements:

 Arial 12 Font.

 Margin: 2,5.

 Line spacing: 1,5.

 All fields on the cover page must be completed.

 The document needs to be properly paged.

Your final project must be authentic and individual. Any work that has been
plagiarized or papers written by others or with the help of others are likely to be
failed. If this occurs for the second time, you will not be permitted to obtain your
degree.

Be aware that you are permitted a maximum of two submissions per subject. If
both projects do not meet the standards and fail, the student must pay the
corresponding fee to be evaluated again.

When writing your final projectplease use Microsoft Office, Adobe or Apache's
Open Office Writertools (DOC, DOCX, ODT, PDF, etc.). Please consult your
tutor when using a different format. Additional information about the software
will be needed.

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Please use the following format:

ddmmyyyy_Subject_LastNameandName.pdf

Example:

11052019_StrategicManagement_ElsaMoore.pdf

The project should not exceed more than 18 pages, excluding the cover page,
bibliography and the appendix.

Evaluation Guidelines

The final work will be evaluated based on the following criteria:

 Acquired knowledge (25%): the knowledge acquired throughout the

course of the subject will be evaluated through the analysis of the
theoretical data shown in the project presented by the student.

 Development of the Subject (25 %):the interpretation of thethesis

subject by the student and its development will be evaluated in a
coherent and analytical manner.

 Final result (25%):the final evaluation is based on coherent solutions

applied to solve objectives set out in the paper. The presentation
must be conclusive and formatting must meet established
parameters.

 Additional information and bibliography (25%):additional

information regarding the research and subject matter will be
evaluated and taken into consideration as a bonus. This consist of:
bibliography, visual graphics, charts, independent studies carried out
by the student, external academic sources, articles of opinion, etc. All

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 sources, both printed and online, must be referenced according
to the APA regulations.

BACKGROUND

Flashiwa is an audiovisual production company located in Madrid, created in

2005 and formed by a team of young professionals and entrepreneurs.

The production company is dedicated to making corporate videos, advertising

for digital media and recording events. It stands out for the creation of original
pieces, fresh and at very competitive prices.

Aware of the importance of Social Networks for its brand image and to attract
new customers, Flashiwa has decided to bet on the figure of a new Social
Media Manager, as well as a Community Manager.

FORMULATE

1. It details the work to be done both by the Social Media Manager and
by the Community Manager to manage, build and moderate the
community of followers of the company.

Remember to keep in mind:

‒ Knowledge of the sector
‒ Objectives
‒ Social networks
‒ Strategies and tools
‒ Contents

External analysis

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The situation analysis of Flashiwa is of uttermost importance, taking into consideration

that several companies in Madrid operate similarly. As such, Flashiwa would need to

demand the attention of customer through strategic advertising, promotion and social

media marketing. Admittedly, it is necessary to be ready to separate ourselves though

our social media activities.

Business Social Network Observations

The Music Place FB, TW, LI, IG Does not have a
platform to hang
videos
`Piano Shop Google+, FB, LI, No blogs available
Pintrest, Blog although there’s a
section dedicated to
the website

Target audiences

At Flashiwa, we have developed the profile of our target audience based on the product

being offered and our overall investment in advertising and promotional activities. Our

audience is primarily millennials who are predominately, most active on social media

platforms. Our goal is to build an company that is known as a “great place to work”

because of our community involvement and national brand identity developed via our

social media campaigns. Many companies invest in social media campaigning because

of the honest ROI that is typically derived from engagements.

Target

Age: millennials 16 - 35

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Location: Central Madrid, major cities

Population type: Urban

Socio economic: A – C market. High to middle class earners

Lifestyle: They desire a metropolitan style, inspired by social media influencers, avidly

spend time on social media and enjoy visual content. They like everything you have to

watch with sports, adrenaline, risk activities, music, tattoos or with a modern and

current aesthetic.

Occupation: Students, creatives, workers with or without a degree

Flashiwa’s Differential Factor

Flashiwa began its Madrid operations in 2005 as an audio-visual company. The genesis

of Flashiwa was conceptualized by a group of young entrepreneurs who were already

had the skills and knowledge of video recording and production for ads, advertising for

digital media and streaming live events for established organizations. For more

contemporary companies, Flashiwa was a way of migrating from the mondain form of

audio-visual content creation to a fresh, unconventional way to advertise and capture

audiences. Flashiwa operates on its own merit of by creating, fresh and innovative

content that appeals to buyers, but more so, presents a competition in the market by

offering lower prices and a different social media campaign approach. Flashiwa is

committed to building its brand image and awareness in the social media space that

offers the opportunity to stay abreast of trends and every-changing digital space. The

use of social media will increasing benefit Flashiwa as it will present a greater audience

reach not only in Madrid but internationally with the right strategic plan.

Flashiwa’s Structural Changes

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As Flashiwa seeks to improve its social media presence through reach and engagement

as well as develop a brand identity and awareness digitally, the inclusion of several

roles have been added to the company structure to help achieve its social media goals.

These roles include:

- Graphic designer – responsible for the creation stills and motion content.

- Marketing Manager – responsible for developing strategic planning in

promotions, advertising and communication to increase growth and sales

- Finance Manager – responsible for managing the day-to-day accounts and

financials of Flashiwa

- Social Media Manager – works along with the marketing manager in creating

digital strategy to develop awareness and advertising digitally (not only social

media but looking at emailers and SMS blasts) to achieve top of the line

marketing goals

- Community Manager – responsible for engaging and communicating with the

online community, collating feedback so that the marketing manager can better

understand customers’ needs and wants and promote/advertise accordingly.

Given the size of Flashiwa, the roles previously mentioned will be combined in some

instances with one person performing multiple roles, until the company can afford to

renumerate employees to be responsible for precise roles. Consequently, the role of the

Community Manager and Social Media Manager will be combined and performed by a

single person. The responsibilities would be as follows but not limited to:

- Spearheading the operation of all social media platforms

- Creating reports for the marketing manager on social media performance, analysis,

measure ROI and collate reports on campaign results

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- Creating social media and digital marketing strategy that improves brand awareness

- Designing the Crisis Communication Plan (course of action for dealing with

emergencies that would tarnish the brand’s reputation)

- Interacting with customers by responding to queries n social media and emails

- Liaise with graphic designer to ensure content aligns with brand quality and

conceptualize content ideas for creation

- Manage the day to day operations of all digital spaces including website

- Develop and implement SEO, SMO strategies for greater positioning

Social Media Manager & Community Manager Role Requirements

The profile that would be created for the dual role of social media manager and

community manager, is to attract the most qualified candidate, not only academically,

but practically. The ideal professional is expected to be up-to-date with the latest digital

technologies and social media trends, with excellent communication skills and be able

to express Flashiwa’s views creatively. The professional must also have at least a

Bachelor’s degree in Marketing, Communications Management or related fields with no

less than 3 years of experience in their field. He/she will ultimately handle Flashiwa’s

social media presence ensuring high levels of web traffic and customer engagement.

Communication Channels

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In order to strategically develop a social media presence, we must also be strategic in

our choice of communication channels. Furthermore, for Flashiwa to properly achieve

our social media goals that would be developed by the Community & Social Media

Manager, the company will utilize the most popular channels that are currently trending:

- Facebook

- Twitter

- Instagram

- YouTube

In addition to those mentioned, a Blog will also be created to share information on

product review (equipment used), event highlights, but also capture leads from being

redirected from our social media platforms.

Social Media Management Tools

As previously mentioned, the role of Community Manager and Social Media Manager

will be combined as an individual role executed by one person. There are a number of

online tools that are available that would better aid in the management of each platform

and providing concise reports on each platform’s performance. As such, the individual

will utilize one or more than one of the below tools to better manage Flashiwa’s social

media presence and achieve our goals:

Hootsuite

Hootsuite is a social media management platform that covers almost every aspect of a

social media manager’s role. The single platform allows users to execute simple tasks

such as curating engaging content and schedule posts all the way up to managing team

members and measuring ROI.

Bit.ly

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Bitly is a URL shortener service that enables users to truncate webpage links, as well as

analyze PPC and website traffic.

Office 365

The Office 365 platform which is already being utilized by Flashiwa, offers a wide

range of services to its users. For the Community & Social Media Manager, apps such

as Microsoft Planner would allow he/she to better organize and follow up on tasks

Google Analytics

The tool allows users to track websites, blogs, and social networks. In addition, it puts at

our disposal predetermined and customizable reports. Analytics also offers grouped

information of the traffic that arrives at the websites according to the audience, the

acquisition, the behavior, and the conversions carried out on the website. And also,

Google Analytics is the dominant tool which offers more data and metrics than any

other.

Google Ads

Google Ads or Google AdWords, is Google's advertising system in which users bid on

certain keywords in order for their clickable ads to appear in Google's search results and

best facilitates SEO and programmatic.

Flashiwa’s Content

Marketing on social media requires the usages of images and videos to appeal and grasp
the attention of viewers. More so, the overall reason for the content is to begin the
conversion, with the overall end result of closing a sale. While we can schedule images
only for posting, we must also take into consideration the product/service we are
advertising and the audience we are marketing to based on the developed digital
strategy. At the core, Flashiwa’s brand should always be present on content,
consequently, the quality of our content should at held at a high standard. Flashiwa will
utilize both still images and video content. Given the “audio-visual” nature of our

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business, it is paramount to ensure that the skills of our Team are highlighted effectively
which can best be accomplished through video. As such our content would represent a
ratio of 65% video and 35% images/stills. Content would include tutorials on some of
our equipment, recording and production tips/tricks, audio and visual settings, etc.

2. Post a contest on Facebook for Flashiwa. You should detail the

steps to follow, the type of interaction you are looking for with your
audience and the prize that will be offered to the participants.

Why did we get married?

Objective

A social media promotion in the form of a contest will be created on our Facebook and

Instagram platforms, which are the most interactive to facilitate contests. The objective

of the contest would be to:

- Increase reach and awareness

- Build brand identity in the audio-visual industry

- Disrupt the market by offering promotional packages to our clients

Incentive

The incentive for this contest will be part of a partnership promotion with a notable

wedding planning company to offers the winner a package as follows:

- Wedding or anniversary planning

- Video and photo coverage

- Online streaming to friends and family who cannot make the event

- Dj services

- Venue décor

- What else to add???

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Mechanics

The hope is to launch the promotion during the Summer periods when weddings are

most at its peak. Couples will be asked to post a 30sec video tagging Flashiwa, telling

The contest will target primarily couples who are married or will be getting married.

Our Team will ask the participants to post a 30sec video telling our audience “why we

got married”. Participants will be required to tag Flashiwa along with 5 friends who will

share their video. The videos will be reshared on our platforms for persons to casts their

vote by liking. Consequently, the video with the most likes will emerge the winner.

While our main aim is to increase awareness and build sales, the emotional aspect of the

contest will allows couples to look back on their relationship, their love, the journey to

where they are.

3. Choose a blog, an Instagram account and a Twitter profile that you

find interesting (they can be 3 of the same brand or a different profile
for each platform). Observe their movements for 7 consecutive days and
as a daily follow-up on each one of them.
- What happens?
- What does it transmit?
- Do they detach personality?
- Do you find them interesting?

4. Investigate a company that is characterised by the use of the figure

of the Community Manager, keeping its followers active, generating
content ... Explain the case and analyse its peculiarities.

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