social media strategic plan and presentation assignment

 

Use the information from your outline to create your Social Media Strategic Plan. (attached)

 Apply any recommendations and updates based on faculty feedback and / or additional research. 

You are to submit a final report and a voice-over PowerPoint presentation to your client. (can use notes section in powerpoint to type instead of doing a voice-over)

  The following is the criteria for this assignment: 

Write a five to eight (5-8) page paper in which you:   

1. Provide a detailed description of your plan in the form of an executive summary. (Note: The executive summary should be no more than one (1) page.)
2. Provide a detailed explanation on the goals and strategies that were met.
3. Provide assessment on current social media use and how it is working for the client. (Note: This requires asking who is currently connecting with you on social media, which sites your target market uses, and how the social media presence compares to your competitors.)
4. Provide assessment social business maturity level. (See page 296.)
5. Provide a budget for your social marketing plan.
6. Create a voice-over PowerPoint presentation to include the following major points of social media plan: Can type notes into the power point presentation instead of voice-over)

   Profile of customer (i.e., Bulleted list of the executive summary)
   Selection of media platforms
   SWOT Analysis
   Brief synopsis of the budget
   Summary

7. Project your voice in order to clearly convey your ideas in the Powerpoint presentation.
8. Present visuals, charts, and graphics in a professional manner.
9. Format your strategic social media report according to the following formatting requirements:

   Typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
   Include a cover page containing the title of the assignment, your name, the professor’s name, the course title, and the date. The cover page is not included in the required page length.
   Include a reference page. Citations and references must follow APA format. The reference page is not included in the required page length.

The specific course learning outcomes associated with this assignment are:

• Apply research and knowledge of the target audience to the external and internal environments.
• Evaluate an organization’s effective engagement in social media to meeting marketing objective.
• Create social media plan that combines business objectives with appropriate use of social media.

Running Head: SOCIAL MEDIA STRATEGIES 1

SOCIAL MEDIA STRSTEGIES 11

Social Media Strategies

Social Media Strategic Plan Outline

***

*****

Feb. 4, 2018

Social Media Strategic Plan

This plan includes the tactical objectives to be used to accomplish the primary social media goals identified by Connect Media on behalf of your company. The target market will consist of both males and females between the ages of 25-35. It will focus primarily on those living in suburban and city localities in the eastern portion of the United States. The target market also appeals to all career and education levels.

Social Media Goals

1. Increase member base, recruit new members, draw physical traffic to facility

· Purpose: to make money/to stay in business

2. Brand the company name, cause, and facility as a place of quality care, establish company as experts

· Purpose: to manage the company reputation

3. Keep the local community updated on happenings, discounts, events, etc.

· Purpose: to increase number of new “members”

4. Understand how “members” use social media and monitor what “members” are saying about company

· Purpose: to stay connected with “members”

5. Contact local community businesses to inform them that company provides [specific service]

· Purpose: word of mouth; to spread the word about company

Summary of Existing Online Presence

1. Facebook

· Page established

· Lack of consistent activity, maintenance, management

2. Twitter – No presence

3. Blog – No presence

4. YouTube – No channel

5. LinkedIn – No presence

Content Types

1. Photographs

2. Expert Articles

3. Video Testimonials

4. Member Reminders

5. Mailers

Tracking Tools

1. Facebook Insights

2. Hootsuite Ow.ly Summaries

3. YouTube Insights Focus Channels

4. Google Analytics

5. LinkedIn Analytics

Focus Channels

1. Facebook

Purpose: Increase recognition, increase social engagement, establish online social network, searchability

Metrics for Success: “Like” s, referrals from social networks

2. Twitter

Purpose: Increase recognition, increase engagement, establish network, establish brand, searchability

Metrics for Success: Followers, 2nd-order followers (follower’s follower count), social capital (influence of twitter followers), Klout score, referrals

3. LinkedIn

Purpose: Increase recognition, increase engagement, establish network, establish brand, searchability, find leads

Metrics for Success: Connections, discussion participation, Klout score, referrals

4. Blog

Purpose: Increase recognition, increase engagement, searchability

Metrics for Success: Number of posts, audience growth (unique and returns), comments/likes, subscribers, inbound links, directory listings, SEO improvements, referrals from social networks

5. YouTube

Purpose: Increase recognition, increase engagement, establish brand

Metrics for Success: Video views, video reviews, stars

Action Plan

Facebook

Action Type

Priority Level

Action Details

Frequency

Metric/Tracking

Time/Wk.

Means

Audit Existing Page

1

Add company details, ensure consistency across platforms

Ongoing

% page completion

1 hr.

Facebook platform

Increase “Like” Count

1

Produce and post interactive content, use ads and sponsored stories

Ongoing

% impressions % feedback CTR

20min

Facebook platform Hootsuite

Post Content

2

Utilize existing resources to create engaging content: Articles, blog posts, reminders, discounts, etc.

2-3 posts/wk.

# Likes

30min

WordPress blog Facebook platform Hootsuite

“Like” Fan Pages

3

Search for relevant pages to receive updates

Ongoing

# Welcome Tab views # Likes

45min

Facebook Search Internet Search

Welcome Tab for Page

2

Create tab, align company description

Ongoing

20min

Hy.ly Facebook

Community Engagement

Like and comment on relevant posts Post questions to community, respond

YouTube

Action Type

Priority Level

Action Details

Frequency

Metric/Tracking

Time/Wk.

Means

Create Channel

2

Add company details, ensure consistency across platforms

Ongoing

% channel completion

1 hr.

YouTube

Add videos

2

Add video testimonials to channel, get code for posting videos on social sites

1 video/mo

# video views

1 hr.

YouTube

Twitter

Action Type

Priority Level

Action Details

Frequency

Metric/Tracking

Time/Wk

Means

Create Account

1

Add company details, ensure consistency across platforms

Ongoing

% profile completion

Twitter platform

Increase Follower Count

1

Utilize 3rd party Twitter applications to increase # of relevant followers

Ongoing

# Followers # Relevant Followers % Increase

Twitter platform Twiends platform TweetAdder 3.0

Follow Users Follow Backs

1

Search for and follow relevant users according to profile

Ongoing

# Following Follower: Following Ratio

Twitter platform TweetAdder 3.0

Tweet

1

Tweet content types

1 tweet/day

# Clicks # Retweets & Replies

Twitter platform Hootsuite

Community Engagement & Management

2

Retweet other Twitter user’s content Reply to users who engage with Comment on tweets related to key words, phrases, industries

Ongoing

% feedback

Search.twitter.com Hootsuite Twitter stream

LinkedIn

Action Type

Priority Level

Action Details

Frequency

Metric/Tracking

Time/Wk.

Means

Create Business Page

3

Add company details, ensure consistency across platforms

Ongoing

% profile completion

1hr

LinkedIn platform

Increase Company Follower Count

3

Engage LinkedIn users to follow for updates

Ongoing

# Followers # Relevant Followers % Increase

30min

LinkedIn platform

Post Content

3

Posts direct viewers to Blog and/or FB

1 update/wk

# Clicks

10min

LinkedIn platform Hootsuite WordPress blog

Community Engagement & Reputation Management

3

Engage in group discussions Reply to users who engage with Comment on updates related to key words, phrases, industries

Ongoing

% feedback

30min

LinkedIn groups LinkedIn stream

Blog

Action Type

Priority Level

Action Details

Frequency

Metric/Tracking

Time/Wk.

Means

Create Blog

1

Add company details, ensure consistency across platforms

Ongoing

% blog completion

3 hr

WordPress

Blog Posts

1

Post content on blog with SEO optimized photo

1-2 posts/wk.

# post views # social shares % feedback

45 mins

WordPress

Reputation Management

2

Reply to comments on blog posts Search for mentions

Ongoing

% impressions % feedback CTR

20 mins

WordPress blog Hootsuite

Blogger Outreach

3

Like and comment on relevant blog posts related to key words phrases, industries

Ongoing

# comments # replies

30 mins

WordPress blog WordPress Tag Surfer

SEO

2

Align company description, optimize

Ongoing

Google PageRank # blog views

20 mins

WordPress

Reference

Hinchcliffe & Kim (2012). Social business by design: Transformative social media strategies for the connected company. San Francisco: Jossey-Bass.

In Goel & In Singhal, P. (2016).  innovation through knowledge management and social media strategies.