Provide case summary and then answer following questions in your presentation:
Maximum 10 min presentation
1. Should the company follow emerging trends with industry’s offerings and positioning or should the company leverage existing competencies to carve out a niche strategy in the social media space?
2. What size of companies should Online Social Advertisers target, large or small clients, and why?
3. Are there other issues or decisions that need to be considered in developing the value proposition?
MISSION IMPOSSIBLE: MEASURING SOCIAL MEDIA RETURN ON
Dan Samosh wrote this case under the supervision of Professor Miranda Goode 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.
Richard Ivey School of Business Foundation prohibits any form of reproduction, storage or transmission without its written
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Copyright © 2012, Richard Ivey School of Business Foundation Version: 2012-05-18
Harry Dresden, a digital strategist at Online Advertisers, looked up at the wall in front of him. The wall
was full of temporary marker notes, arrows, bullet points and dates. Matthew Bilbilly, one of the co-
founders of Online Advertisers, and Dresden, had created the wall to visually map out Online Advertisers’
new social media division, Online Advertisers Social. After three weeks of research, Dresden and Bilbilly
had devised a potential value proposition and completed the competitive industry and internal analyses to
identify a potential path forward. As a new social media company, management wanted Online Advertisers
Social to carve out its own niche, rather than competing directly with other social media companies with
more money and experience. Offering a value proposition that leveraged Online Advertisers’ strengths
while creating a unique point of differentiation was crucial. In devising this, Dresden needed a solution to
the existing dilemma, social media metrics.
Dresden’s research on the social media marketing industry revealed that proprietary analytics and success
metrics were two major client concerns. Marketers were clearly starting to appreciate the value in
marketing through social media; however, few understood how to define or quantify that value. The
nascent and complex nature of social media marketing had made corporations wary of social media
marketing firms with value propositions that pushed creativity on the implementation side without solid
metrics and reporting. The general client sentiment was that creativity alone could not justify marketing
spend, especially when comparing social media marketing with other marketing initiatives competing for
the same dollars.
There had to be a legitimate and reliable way to measure social media effectiveness. More and more
corporations wanted an easy-to-read return on investment figure in exchange for their busi
UCW Masters Level Grading Rubric For Assessment Of Case Study
1-4 Scale 1 2 3 4
Percentage Score Weight Student Score 0-59 59-71 72-77 78-81 82-84 85-89 88-91 92-100
Grades F C B- B B+ A- A A+
Mastery Level Beginning Developing Competent Mastery
Standard Level Below Standard Approaching Standard At Standard Exceeds Standard
Abstract 5 Executive summary or Abstract missing or poorly constructed Executive summary or Abstract inadequate Executive Summary or Abstract Executed Adequately Executive Summary or Abstract Executed in Superior Fashion
Problem Identification & Scope 10 Shows little understanding of the issues, key problems, and the company’s present situation and strategic issues. Shows some understanding of the issues, key problems, and the company’s present situation and strategic issues. Shows adequate knowledge of the issues, key problems, and the company’s present situation and strategic issues. Shows superior knowledge of the issues, key problems, and the company’s present situation and strategic issues.
Case Analysis 25 Analysis of case poor analysis of issues of the case, supporting detail is incorrect or missing Analysis of case showsinadequate levels of analysis of issues of the case, provides little supporting detail Analysis of case shows adequate levels of analysis of issues of the case, provides supporting details Analysis of case shows superior levels of analysis of underlying issues that are not necessarily readily apparent, uses appropriate levels of supporting detail
Recommendation and Conclusions 10 Recommendations and/or plans of action provided that are mostly incorrect or absent Recommendations and/or plans of action provided that are partially correct, alternate viewpoints not considered Specific recommendations and/or plans of action provided that are substantially correct, alternate viewpoints may be considered Specific recommendations and/or plans of action provided that go beyond the expected scope of the case fully supported by data, alternate viewpoints fully considered
Organization & Critical Thinking
Demonstration of thought process and analysis of problem and resolution using own thoughts and ideas 20 Introduction provides poor level of background of paper
Structure of paper is not clear and is difficult to follow train of thought process
Conclusion does not follow logically from body of paper
Critical Thinking is lacking: missing logical argumentation & reasoning, concrete examples & valid inferences Introduction provides background of paper missing some key elements
Structure of paper is not clear and it is not easy to follow train of thought process
Conclusion follows from body of paper but misses key points
Critical Thinking is not fully present: missing key points of logical argumentation & reasoning, concrete examples & valid inferences Introduction provides good level of background of paper
Structure of pape
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