Social Media Marketing Plan Prepared by Gina Neace 7/24/16 Headquarters: Seattle, WA
SocialMediaMarketingPlanPreparedbyGinaNeace
7/24/16
Headquarters:Seattle,WA
blissfulbitesSocialMediaMarketingPlan 2
TableofContents
ExecutiveSummary 3
Overview 4
SocialMediaPresence 5
CompetitiveAnalysis 8
SWOTAnalysis
Goals 10
Strategies 11
TargetMarket 12
UserPersonas
Tools&Implementation 15
Monitoring&Optimizing 17
Budget&ROI 19
Appendix:WebsiteDesign 20
Wireframe&FinalWebsite
Appendix:Logo/NameResearchResults 22
blissfulbitesSocialMediaMarketingPlan 3
ExecutiveSummaryPlanningtheperfectparty,whetherit’sforwork,forafamilymemberoryourself,canbeahuge
undertaking.Youspendcountlesshoursresearchingwhatthethemeshouldbe,whatfoodtoserve,
whatdesserttoorderandwhatdecorationstouse.Youwanteveryonetohaveanamazingtime,
andwhenyoulookaroundandseeguestsdoingjustthat,youfeelasenseofaccomplishment,
reliefandpridethatyoupulleditoff.Frommomstoprofessionalpartyplannerstooffice
managers,thecollectivegroupofindividuals’lookingtohostapartybecomesahugeopportunity
forbusinesses.Sohowdoyou,asanewbusiness,goaboutreachingsuchavarietyoftarget
audiencememberswhenthereisalotofcompetitioninthemarketplace?
Theprimaryfocusofthissocialmediamarketingplanistooutlinehowsocialmediaplatformscan
cutthroughthenoiseandbeutilizedtodiscover,engagewith,attractandretainthesedifferent
targetaudiencemembersasblissfulbitescustomers.Basedonthoroughresearchofblissfulbites
currentsocialmediapresence,competitivelandscapeandtargetaudiencesegments;thisplan
outlinesthegoals,strategiesforattainingsaidgoals,aswellaswhichsocialmediatoolstoemploy
forsuccessfullyexecutingandmonitoringtheplan.
Socialmediagoalsforblissfulbitesinclude:
ü Strengthenblissfulbitesbrandawareness
ü Increaseblissfulbiteswebsitetrafficandsales
ü Buildlike/followerbasethroughengagementwithsocialmediacommunity
ü Optimizetoincreasetrafficandconversionstowebsite;increasingSEOranking
Strategiessuchaslistening,interacting,engaging,embracing,influencing,connectingand
contributingtothesocialwebwillbeemployedtohelpblissfulbitesachievetheabovegoals.
Additionally,thisplandescribeshowsocialmediaeffortswillbetracked,measuredandevaluated
toensureoptimalresults.
Adetailedbudgetoutlinestheout-of-pocketcostsforimplementingtheplanandconcludeswitha
returnoninvestmentanalysis.GinaNeace,ownerofblissfulbites,isresponsibleforpreparing,
executingandevaluatingallaspectsofthiscampaign.
blissfulbitesSocialMediaMarketingPlan 4
OverviewLocatedinSeattle,Washington,blissfulbitesisaboutiquecookieandicecreamsandwich
companyofferingsevendifferentkidsofclassiccookies,customsugarcookiesinany
shape/designandhomemadeicecreamsandwicheswithfiveicecreamoptions.
Inadditiontoworkingtowardsmakingtheworldalittlesweeterwithdelicioustreats,blissful
biteshelpstocombathunger,donatingaportionofallsalestoNorthwestHarvest.
Asanewlyfoundedcustomcookiebusiness,blissfulbitesfacesthechallengeofestablishinga
reputationinthemarketplaceamongthevastnoisethatisthecompetition.Inordertoachieve
this,itisvitalthatblissfulbitesmakeuseofsocialmediatoolstobolsterbrandawarenessand
growitscustomerbase.
Currently,customerscanonlyplaceordersonlinethroughblissfulbiteswebsite,makingiteven
morechallengingtobuildacustomerbaseasthereisnophysicalstoreforconsumerstostopby.
blissfulbitesSocialMediaMarketingPlan 5
SocialMediaPresenceCurrently,blissfulbites’socialmediapresenceissmallbutpositiveandslowlyincreasing.Withan
overallgoalofraisingawarenessaboutthebrandandgrowingthecurrentcustomerbase,blissful
bitesisemployingthefollowingsocialmediaplatforms:
Facebook:
Utilizedasthehubforallsocialmediainteraction,blissfulbites’Facebookpageislinkedtoits
TwitterandInstagramaccountsformaximumreach.Usingacasual,relatableandengagingvoice,
postsfocusoninteractingwithviewersbysharingwhatblissfulbitesisupto,askingquestionsand
providingexclusivedeals.
Asofmid-July,blissfulbites’Facebookpagehas79likes,100postengagementsand5website
clicks.
blissfulbitesSocialMediaMarketingPlan 6
Twitter:
Usingthesamecasual,relatableandengagingvoiceasFacebook,tweetsareposted1-2timersper
dayandfocusoninteractingwithviewersthroughinthemomentupdatesaboutwhatblissful
bitesisdoing,askingfollowersquestions,sharingpartyplanningtipsandprovidingexclusive
deals.
Presently,blissfulbiteshas6twitterfollowers.
blissfulbitesSocialMediaMarketingPlan 7
Instagram:
AddedinmidJulytoblissfulbites’socialmediaportfolio,Instagramisutilizedlessfrequentlythan
FacebookandTwitter.Postsareimagefocused,withtheintentofshowcasingthebreadthand
depthofdesignsthatcanbecreatedandbringingviewersintoblissfulbitesworld.
AsoflateJuly,blissfulbiteshas4followers.
blissfulbitesSocialMediaMarketingPlan 8
CompetitiveAnalysisPriortolaunching,similarcustomcookieandicecreamsandwichbusinessesintheSeattlearea
wereanalyzedtodeterminehowblissfulbitescoulddifferentiatethemselvesfromtheir
competitors.
Detailsaboutstorelocation,productssold,pricingaswellasadditionalofferingswereevaluated
forSweetThemesBakery,TheCookieFairy,ThumbprintsBakingCo.andSweetTreats.
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SWOTAnalysis:
Additionally,thebelowSWOTAnalysiswascompletedtobetterevaluateandidentifythe
strengthsandweaknessesofblissfulbitesaswellasthepotentialopportunitiesandthreatsthe
companymayface.
SWOTMatrixOptions:
S–OStrategy:Focusonopportunitieswithinthemarketplacethatcapitalizeonthestrengthsof
blissfulbites.
S–TStrategy:Identifywaysblissfulbitescanutilizeitsstrengthstoreducethreatsand
vulnerabilities.
W–OStrategy:Overcomeweaknessessoblissfulbitescanpursuitopportunities.
W–TStrategy:Createaprotectivestrategythatreducesthechancesofweaknessesbeing
capitalizedonbycompetitors.
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GoalsTakingtheabovecompetitiveandSWOTanalysisintoconsideration,asignificantopportunity
existsforblissfulbitestonotonlyattractbutalsoretaincustomersinthesocialmediaspace.
Thefollowinggoalswillultimatelyhelpblissfulbitesinachievingthis:
ü Strengthenblissfulbitesasabrandamongcoretargetaudiencemembersbyincreasing
brandawareness
ü Increaseblissfulbiteswebsitetrafficandsales
ü Organicallybuildlike/followerbaseonsocialmediaoutletsthroughengagementwith
socialmediacommunity:
o Reach250likesonFacebookinthenext6months;500likesinthenextyear
o Reach50followersonTwitter&Instagram(each)inthenext6months;100
followerseachinthenextyear
ü Continuouslyoptimizetoincreasetrafficandconversionstowebsite;increasingSEO
ranking
o Increasewebsiteconversionsby25%inthenext6months
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StrategiesBuildingoffoftheSWOTanalysisandmatrix(seepg.8),itisrecommendedthatblissfulbites
pursueanaggressiveS-Ostrategy,focusingeffortsonopportunitieswithinthemarketplacethat
reflectandcapitalizeonthestrengthsofthecompany.
Duetothevolatilitythatexistsonsocialmedia,tobestguideblissfulbitestosuccessthefollowing
strategieshavebeenestablished:
Listentowhatisbeingsaidonsocialmediaplatformsaboutblissfulbitesanditscompetitorsso
blissfulbitescanconstantlybelearninghowtoimproveandgrow.
ü Whoistalking?
ü Whatisbeingsaidaboutblissfulbites?
ü Whatisattractingconsumerstoblissfulbitesorcompetitors’brands?
ü What’sbeingsaidaboutcompetitors’brands?
InteractwithconsumersonFacebook,TwitterandInstagrambycontributingtotheconversation.
Beapproachable,accessibleandvisible.
Engagewithconsumersbynurturingtherelationshipsothattheynotonlybecomelifetime
customersbutbrandadvocatesthroughword-of-mothrecommendations.
Embracecustomersbycreatingavibrantandsafeonlinecommunitywheretheyfeellikethey
belong,aplacewheretheycannotonlyposequestionsandreceiveanswersbutaplacewhere
theycanprovidefeedbackandfeelheard.
Influencecustomersandpotentialcustomersbyofferingpromotionsandspecialpricingthrough
socialmediaplatforms.
Connectwithcustomersbyencouragingfeedbackandrespondingtoquestions.
Contributeandgivebacktothecommunity.EducateconsumersaboutNorthwestHarvestandthe
donationsthataremadewitheachorder.
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TargetMarketToday’sconsumersarenotonlyproductsavvy,buttheyarebusy,engagedindividualswhofeel
empoweredbysocialmediatoeducatethemselvesonproductinformationandholdmerchants
accountableforcustomerservice.
Tobetterfocusblissfulbites’socialmediaefforts,threedifferentcustomerpersonashavebeen
identifiedastheprimarytargetaudiences.
Persona1:On-The-Go,EngagedMoms
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Persona2:EventPlanningExtraordinaire
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Persona3:OfficeManagingGuru
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Tools&ImplementationWhileeachoftheabovetargetaudiencesareuniquelydifferent,onecommonelementisthatall
areextremelybusyandonthego,makingtheirmobiledevicesanessentialpartoftheirdayand
theirlife.Inprioritizingwhichsocialmediaplatformstouse,utilizingsitesthataremobilefirstis
vital.
Withthisinmind,inanefforttobestreachtheseaudiencesandachievethegoalsthathavebeen
setforth,blissfulbiteswillfocuseffortsonthefollowingtopsocialmediaplatforms:
Facebook:
Withanaverageof1.09billiondailyactiveusers,54%ofwhichareexclusivelyaccessingviatheir
mobiledevice1,Facebookisthemostpopularsocialnetworksiteintheworld.Aplacewhere
peoplecanexchangemessagesandshareposts,photosandvideos,Facebookhasbuiltaplatform
wherepeoplecaninteractandconnect.
Facebookwillprimarilybeusedtobuildrelationshipswithconsumers/followersandbrand
awareness.
ü Post5piecesofcontentaweekwithnomorethan20%ofpostsfocusingonselling
ü PostmonthlytotalamountdonatedtoNorthwestHarvestattheendofeachmonth,
thankingconsumersfortheirbusiness
ü Promoteupcomingevents
ü Respondtoandsolicitfeedbackfromconsumers
ü LinktoTwitteraccountsocontentcanbesharedacrossplatforms
Twitter:
The3rdmostpopularsocialnetworkingsite4,Twitterhasroughly310millionmonthlyactive
users2,83%ofwhichareactiveviatheirmobiledevice.Witha140-characterlimit,Twitterallows
userstoreachalargeaudiencewithsuccinctmessages.
Twitterwillprimarilybeusedtobuildrelationships.
ü Respondtoallquestions,commentsand/orconcernswithin24hours
ü Tweetnolessthan5timesperweekwithnomorethan20%ofpostsbeingproductrelated
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ü Use#blissfulbitesandotherappropriatehashtagsfrequently
ü Useshortenedlinks(bitly)tosharearticles,partyrelatedwebsites,andblogposts
ü Promoteupcomingevents
ü LinktoFacebookaccounttocontentcanbesharedacrossplatforms
ü Followsimilarbusinesses,localbusinessesandthosethatfollowblissfulbites
Instagram:
Currentlyrankedat8thformostpopularsocialnetworkingsites,Instagram,amobile-first
platform,hasmorethan300milliondailyusers3.Withafocusonimages,Instagramallowsbrands
tovisuallyportraythemselves,allowingviewerstoimmediatelystepintotheir(brands)world.
Instagramwillprimarilybeusedtoengagewithfollowers,buildingbrandreputationand
awareness.
ü Postnolessthan3timesaweek
ü Postcontentthatgivesfollowersapeekbehindthecurtainandalookintomy(blissfulbites
owner)life
ü LinktoFacebookaccountsocontentcanbesharedacrossplatforms
Blog:
Bloggingwillallowblissfulbitestheabilityengagewithpotentialandexistingcustomersina
longerforum;developingdeepercustomerrelationships.
ü Postnolessthan3timespermonth
ü Postcontentthatpositionsblissfulbitesasaleaderintheindustry
ü IncreaseSEOthroughtheuseofkeywords
ü Drivetraffictowebsite
1.http://venturebeat.com/2016/04/27/facebook-passes-1-65-billion-monthly-active-users-54-access-the-service-only-on-mobile/
2.https://about.twitter.com/company
3.http://blog.instagram.com/post/146255204757/160621-news
4.http://www.ebizmba.com/articles/social-networking-websites
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Monitoring&OptimizingThefollowinganalyticstoolswillbeutilizedtotrackandmonitorengagement,ensuringthat
blissfulbitesispacingtowardsachievingitsgoals:
FacebookInsights:
Unlockedoncepagereaches30likes,FacebookInsightsgivesblissfulbitestheabilitytotrackthe
followinginrealtime:
ü Actionsonpage
ü Pageviews
ü Pagelikes
ü Reach
ü Postengagement(clicks,reactions,comments,shares)
TwitterAnalytics:
UtilizingTwitteranalytics,blissfulbiteswillbeabletotrackthefollowinginrealtime:
ü Impressions
ü Profilevisits
ü Followers
ü Tweetengagement(clicks,retweets,likes,replies
ü Engagementrate
InstagramInsights:
Uponreaching100followers,blissfulbiteswillbeabletotrackthefollowingwithinInstagram
Insights:
ü Impressions
ü Reach
ü WebsiteClicks
ü Followers
ü Likes
ü Toppostinsights
blissfulbitesSocialMediaMarketingPlan 18
GoogleAnalytics:
Togainbetterinsightsintowebsitetraffic,GoogleAnalyticswillbeutilizedtotrackthefollowing:
ü Pageviews
ü Timespent
ü Bouncerate
ü Conversion
ü Audience
ü Behavior/Howviewersarefindingwebsite(searchwordsused)
Evaluation:
Eachoftheseplatformswillbeevaluatedonaweeklybasissothatoptimizationscanbemade
accordingly.
Largerquarterlyanalyseswillbecompiledtoensurethatblissfulbitesistrackingtowards
reachingitsgoalswithaYOY(yearoveryear)analysisbeingcompletedinJuly2017toevaluate
thecampaigninitsentirety.
Optimizations(Tuning):
InefficientcontentandkeywordswillbeoptimizedtowardstopperformerstoimproveCTR(click
throughrate)andensuresuccesswithineachsocialmediaplatformandthecampaignasawhole.
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Budget&ROI
Budget:
Allcontentcreationandmonitoringwillbedonein-house,loweringthetotalexpensesforthis
campaign.
Below,pleasefindabudgetbreakoutforthe2016fiscalyear(July2016–July2017):
WixPremium-customURL&GoogleAnalytics $240GoogleAdWords $2,600Facebook&TwitterAds/Boosts $400Equipment(Computer,Camera,Software,etc.) $2,000TotalBudget $5,000
ROI:
Duetothemajorityofblissfulbitesgoalsnotbeingconnectedtosales,standardROIanalysiswill
belimitedtothetotalinsalesattheendofthefiscalyear.
Toachievea30%ROI,roughly100dozencookieswillneedtobesold.
Tomeasurethelong-termimpactofthesocialmediamarketingplanonconsumers,ProxyROIs
willbeusedtomeasurebrandawareness,customersatisfactionandengagementinadditionto
theevaluationofwhetherKPIsgoalsweremetornot.
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Appendix:WebsiteDesignWebsitedesignforblissfulbitesfocusedoncreatingaclean,allencompassingandeasilynavigable
websitethatwouldappealtoawidevarietyofpeople.
Wireframe:
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FinalWebsite:http://gndewey.wix.com/blissfulbites
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Appendix:Logo/NameResearchResults
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