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MIS362 - Social Media Analytics and Data Driven Innovation T2, 2024
Assessment 2 - Social Media Analytics Report
(Individual Report)
Learning Outcome Details
Unit Learning Outcome (ULO) Graduate LearningOutcome (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
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 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 YouTube and Reddit 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.
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 YouTube and Reddit. You can use (but not limited to) text analytics such as word clouds, sentiment analysis, and topic modelling, for your justifications. You will also be given a X(Twitter) dataset on which you will need to conduct network analytics with appropriate information visualisations and/or network visualisations.
• 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)
Assessment Tasks Completion Timeline
Below you can find an indicative timeline that shows when you are expected to complete certain assessment tasks:
- Week 2: Understand the basics of Python and Google Colab => Must use Google Colab to complete Assingment 2.
- Week 4: Gather data from YouTube => Obtain and learn how to collect data from 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 YouTube and 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 with your given X(Twitter) dataset + 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 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*)
Allocation of X(Twitter) Datasets
Each student should work with one X(Twitter) dataset, which is allocated based on the Student ID. Below you can find instructions:
Student ID ending with 1 = Dataset 1; Student ID ending with 2 = Dataset 2; Student ID ending with 3 = Dataset 3; Student ID ending with 4 = Dataset 4; Student ID ending with 5 = Dataset 5; Student ID ending with 6 = Dataset 6; Student ID ending with 7 = Dataset 7; Student ID ending with 8 = Dataset 8; Student ID ending with 9 = Dataset 9; Student ID ending with 0 = Dataset 10.
Submission Instructions
The report must be one (1) single file, named T2_year_MIS362_assign2 (e.g. T2_2024_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.