How has First National Bank (FNB) used digital and social media to engage with its customers?

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How has First National Bank (FNB) used digital and social media to engage with its customers?				What benefits does FNB obtain from investing in a social media strategy?				What lessons can FNB learn about developing and implementing a social media strategy?				Identify important factors for an organisation		 to consider when using social media to communicate with customers and improve their experience. Use 3-5 secondary sources to support your analysis.	MNG81001 Session 3 2017 MARKING RUBRIC: ASSESSMENT 3 MNG81001 MANAGEMENT COMMUNICATION 	Assessment 3 	ANALYSIS (CASE STUDY) 	Document design 	Memo format 	Due Date 	Friday 5th January 2018 9.00am (QLD time) 	Length 	1000 words (+/- 10%) 	Weight 	25% The purpose of Assessment 3 is to understand the concept of ‘analysis’ and how to learn to analyse information efficiently and effectively.  According to Rosenwaser and Stephen (2009, p. 4), analysis is:  More than just a set of skills, analysis is a frame of mind, an attitude  toward experience. It is a form of detective work that typically  pursues something puzzling, something you are seeking to  understand rather than something you are already sure you have  the answers to. Analysis finds questions where there seemed not  to be any, and it makes connections that might not have been  evident at first.  Assessment Task  Companies around the globe are embracing and adapting social media for many different reasons, including: customer service, marketing, internal communications, public relations, and corporate social responsibility. It is now a reality that social media is changing the way stakeholders and companies communicate daily, providing opportunities for collaboration, participation, interactivity, and engagement.  Your task is to analyse a business case study that chronicles the management of a social media strategy by First National Bank (FNB), one of South Africa’s ‘Big Four’ banks.  A business case study ‘is a description of an actual situation, commonly involving a decision, a challenge, an opportunity, a problem or an issue faced by a person (or persons) in an organization’ (Erskine, J.A. and Leenders, M.R., Learning with Cases, © 1997, Richard Ivey School of Business). Cases contain relevant data about the issue available to the key person in the case, plus background information about the organisation.  Please follow these guidelines to complete the assessment:  1. Carefully read the Ivey Business School case: ‘Banking on Social Media’. Note: you will need to go onto the Ivey Business School website https://www.iveycases.com/ and purchase a copy of this case (Product Number: 9B14A070) (approximately $AUD5.00).  2. Read the case several times and answer the following questions in your analysis:  · How has First National Bank (FNB) used digital and social media to engage with its customers?  · What benefits does FNB obtain from investing in a social media strategy?  · What lessons can FNB learn about developing and implementing a social media strategy?  · Identify important factors for an organisation to consider when using social media to communicate with customers and improve their experience. Use 3-5 secondary sources to support your analysis.  3. You are encouraged to write a first draft of this memo at least one week prior to the due date to ensure adequate time for revision. Please be aware that the writing quality and appropriate referencing will be marked as well as the content.  4. Submit Assessment 3 to Turnitin via the Blackboard site no later than the due date: Monday 9th October, 9.00AM (QLD time).  5. Refer to the Marking Guide located under on the Blackboard.  The weighting for Assessment 3 is (25%).  PRIOS/CDT brief for Assessment 3:  a. Purpose: Analyse the management of a social media strategy.  b. Reader: Lana Strydon, Head Digital Marketing and Media, FNB.  c. Information: Based on primary and secondary sources.  d. Organisation: Direct order approach.  e. Style: Formal. Be sure to proofread carefully to ensure that there are no sentence-level errors such as spelling mistakes, wrong word choice, incorrect punctuation, etc. f. Channel choice: written document.  g. Document design: memo format.  h. Length: 1000 words. Please note:  1. All applications for Special Consideration need to be submitted before the due date of the assessment item. For more information see http://scu.edu.au/students/index.php/30  and Rule 3 - Coursework Awards - Student Assessment and Examinations http://policies.scu.edu.au/view.current.php?id=0014 Computer failure will not be accepted as a reason for missing an assessment deadline: you are strongly advised to backup all of your work, for example on a USB flash drive, to ensure that you are still able to submit to a deadline in the event of a computer related failure. 2. In cases where there are no accepted mitigating circumstances as determined through Special Consideration procedures, late submission of assessment tasks will lead automatically to the imposition of a penalty. Penalties will be applied for late submissions as soon as the deadline is reached. 3. Students are reminded of the extremely serious view the University takes with regard to plagiarism and are strongly advised to read the university’s policies on academic integrity and the penalties associated with academic misconduct (see: https://policies.scu.edu.au/ view.current.php?id=00142, as well as information in the UIG).  Marking criteria/weighting   	Evaluation criteria 	Task 	Weighting 	1.Purpose & Audience  Understanding and addressing the question 	Has the student understood the task and covered the key points?  Does the response adequately address the topic and task? Does this document take into account the needs of the audience? Does this document provide adequate information for the reader? Does the writer thoroughly address any potential questions from the reader? 	40% 	 	 	 	2. Structure & Organisation Thesis/argument, introduction, conclusion, paragraphs. Using referencing in your writing (paraphrasing, synthesising and quotations). 	Is there a clear structure to the response? Does the introduction, body and conclusion contain all the identifying features ? Do the paragraphs contain one main idea that is explored using relevant evidence? 	30% 	 	 	 	3.Research & Language Integrating evidence (paraphrasing, synthesising and quotations) Referencing – in-text (citing) and reference list. Sentences – spelling, punctuation, grammar. 	Is there evidence of research? Is it properly referenced? Are source materials properly integrated and referenced in-text? Is there a range of vocabulary?  Are sentences grammatically correct?  Are sentences accurate and complete? Has a spell check been used?  Is spelling accurate? 	30% 	 	 	 	Fail 	Pass 	Credit 	Distinction 	High Distinction 	0 - 49 	50 - 64 	65 - 74 	75 - 84 	85 - 100

MNG81001 Session XXXXXXXXXXMARKING RUBRIC: ASSESSMENT 3 MNG81001 MANAGEMENT COMMUNICATION Assessment 3 ANALYSIS (CASE STUDY) Document design Memo format Due Date Friday 5th January XXXXXXXXXX00am (QLD...

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