– Social Media Analytics and Data Driven Innovation T2, 2022
Assessment 2 – Social Media Analytics Report
(Individual Report)
DUE DATE AND TIME: Week 10, 19 September (Monday) 2022, 8:00 PM
PERCENTAGE OF FINAL GRADE: 30% (20% - Report; 10% - Video Presentation)
HURDLE DETAILS: Not applicable
Learning Outcome Details
Unit Learning Outcome (ULO) Graduate Learning Outcome
(GLO)
ULO 1: Identify and analyse the innovation potential and risks
of applying social media analytics tools in an organisational
setting.
GLO1: Discipline-specific
knowledge and capabilities
ULO 2: Present convincing arguments in written and oral form
about the innovation potential and impact of social media
data in an organisational setting.
GLO2: Communication
ULO 3: Apply analytics tools to identify, explain and produce
visualisations associated with patterns in social media data.
GLO3: Digital literacy
Assessment Feedback
Students who submit their work by the due date will receive their marks and feedback on
CloudDeakin on 06 October (Thursday) 2022, 8:00 PM.
Page 2 of 8
Description / Requirements
Overview of Assignment 2
You take the role of a team of social media analytics consultants and prepare a report for organization
of interest (either current or future employer) in which you should provide recommendations about
how this organization can make use of social media data to innovate a particular product or service
of theirs. Your recommendations should be embedded in the social media for open innovation
implementation framework by Mount and Martinez (2014), which will outline the details of the
implementation of your data driven innovation recommendations throughout the three stages of the
innovation funnel. You are also asked to create a video presentation for your report in which you will
pitch your recommendations to the organization.
Requirements of Assignment 2
This report should be 2,000 words (?10% and excluding the references and appendices from word
count). The supplementary video presentation to your report should be 6 minutes long. To complete
this report your need to select an organization and a particular product or service analyse for which
you will provide innovation recommendations based on social media analytics. Below you can find a
detailed description of the required sections for this report:
Introduction (~100 words): In this section, you need to talk the reason you have chosen this
particular organization, elaborating on the innovation potential of selected product/service using
social media analytics.
Organizational Background and Analysis (~800 words): In this section, introduce the chosen
organisation and its product/service. Analyse the selected organisation in terms of its industry,
market, strategy, and operations. Analyse the selected product or service in terms of its idea,
business value, features, target market, and market share.
Recommendations (~1000 words): In this section, you need to present the output of social media
data analysis following the three stages of the social media for open innovation implementation
framework:
o Stage 1 (Ideation): in this subsection, you need to present new ideas about how to
innovate the selected product or service. You need to justify your ideas by gathering
and analysing data from Twitter, YouTube, and Reddit. Below are some examples but
you are not limited to these. You can use any analytical methods learnt in this unit:
Use likes and/or dislikes to show customer preferences to certain
features/attributes
Use text analytics (e.g. word frequencies or topic modelling) to identify key
feature requests
o Stage 2 (R&D): in this subsection, you need to present refined ideas about how to
innovate the selected product or service, and use your analysis of social media data to
support this decision. You can use (but not limited to) text analytics such as word
clouds, sentiment analysis, and topic modelling, for your justifications.
Page 3 of 8
o Stage 3 (Commercialization): in this subsection, you need to identify relevant opinion
leaders on social media who will be able to successfully promote your selected
product or service by gathering and analysing data from Twitter, YouTube, and Reddit.
It is recommended to use network analytics with appropriate information
visualisations and/or network visualisations for this task.
Conclusion (~100 words): In this section, you should conclude by restating your
recommendations and elaborating how the proposed recommendations will enable product or
service innovation within the chosen organizational context.
References: References and citations showing the source of all the information in the report need
to be provided (Harvard referencing style). The references used must demonstrate thorough
research using quality references such as journal articles, book sections, conference papers, and
industry reports with good evidence to support your arguments in the sections above. Details on
referencing can be found at: http://www.deakin.edu.au/current-students/study-support/study-
skills/handouts/ideas.php
Appendices: In this section, you should place figures or tables that illustrate or summarize your
key points from the recommendations section.
Social Media for Open Innovation Implementation Framework
(Mount, M. and Martinez, M.G., 2014. Social media: A tool for open innovation. California
Management Review, 56(4), pp.124-143)
Page 4 of 8
Assessment Tasks Completion Timeline
Below you can find an indicative timeline that shows when you are expected to complete certain
assessment tasks:
- Week 2: APIs for Twitter and YouTube => Must obtain valid APIs to be able to gather data
from Twitter and YouTube
- Week 4: Gather data from Twitter and YouTube => Learn how to collect data from Twitter
and YouTube
- Week 5: Defining what innovation means => Understand what to do with the collected data
from social media sites + start thinking what product/service you want to work on and
potential ways to innovate this product or service
- Week 6: Crawl data from Reddit => Learn how to collect data from Reddit + start collecting
data from Twitter, YouTube, Reddit + explore how can you use this data to innovate your
product/service + finalise your section for the product/service you want to work with
- Week 7: Data visualizations and network analytics => Learn how to identify option leaders on
social media for your product/service + select the ones that you think will be best job in
promoting the newly improved product/service (*important for Stage 3; see requirements for
Assignment 2 above*)
- Week 8: Text analytics on data from Twitter, YouTube, and Reddit => Learn how to analyse
social media data + analyse your social media data using word clouds, sentiment analysis, and
topic modelling (*important for Stage 1 and 2; see requirements for Assignment 2 above*)
Submission Instructions
The report must be one (1) single file, named T2_year_MIS362_assign2 (e.g.
T2_2022_MIS62_assign2).
You must keep a backup copy of every assignment you submit, until the marked assignment has been
returned to you. In the unlikely event that one of your assignments is misplaced, you will need to
submit your backup copy.
Any work you submit may be checked by electronic or other means for the purposes of detecting
collusion and/or plagiarism.
When you are required to submit an assignment through your CloudDeakin unit site, you will receive
an email to your Deakin email address confirming that it has been submitted. You should check that
you can see your assignment in the Submissions view of the Assignment dropbox folder after
upload, and check for, and keep, the email receipt for the submission.
Submit the report in the folder called Assignment 2 Submissions under the Assessment tab in Deakin
Cloud.
Page 5 of 8
Notes
Penalties for late submission: The following marking penalties will apply if you submit an
assessment task after the due date without an approved extension: 5% will be deducted from
available marks for each day up to five days, and work that is submitted more than five days
after the due date will not be marked. You will receive 0% for the task. 'Day' means working
day for paper submissions and calendar day for electronic submissions. The Unit Chair may
refuse to accept a late submission where it is unreasonable or impracticable to assess the task
after the due date.
For more information about academic misconduct, special consideration, extensions, and
assessment feedback, please refer to the document Your rights and responsibilities as a
student in this Unit in the first folder next to the Unit Guide of the Resources area in the
CloudDeakin unit site.
Building evidence of your experiences, skills and knowledge (Portfolio) - Building a portfolio
that evidences your skills, knowledge and experience will provide you with a valuable tool to
help you prepare for interviews and to showcase to potential employers. There are a number
of tools that you can use to build a portfolio. You are provided with cloud space through
OneDrive, or through the Portfolio tool in the Cloud Unit Site, but you can use any storage
repository system that you like. Remember that a Portfolio is YOUR tool. You should be able
to store your assessment work, reflections, achievements and artefacts in YOUR Portfolio.
Once you have completed this assessment piece, add it to your personal Portfolio to use and
showcase your learning later, when applying for jobs, or further studies. Curate your work by
adding meaningful tags to your artefacts that describe what the artefact represents.
Video presentation
The video presentation should provide a summary of your report. This should be treated as a
“pitching” exercise. The aim is to sell your proposal to the management of your selected organization.
The presentation should be approximately 6 minutes long and its aim is to pitch the key points of the
report. As it is a presentation, make sure you are telling a story to persuade the management of your
selected organization.
The format is open and up for you to decide. It is recommended to use Zoom to recording your
session; however, if this is not possible you can submit a narrated PPT slides. As well, it is a NOT a
requirement that you have to show your physical self when making the recording.
You will have to submit a link of the video presentation when submitting Assessment 2 in the
Dropbox. You may like to upload a MP4 file in CloudDeakin. If the file is too big, you may alternately
use other available methods of submission (e.g. YouTube/Vimeo upload, DeakinAir, Google drive link
etc.) and share the link in the assignment Dropbox. There are guides on the use of DeakinAir available
for students here:
https://www.deakin.edu.au/students/help/about-clouddeakin/help-guides/video-and-
audio/deakinair
Page 6 of 8
The presentation will be assessed on communication, teamwork, expert use of diagrams, figures,
tables, titles, and text. Overall comprehensiveness and persuasiveness of the presentation also will
be considered.