Marketing plan for social media

Tiina Antikainen/ 1103920

Social Media in Marketing/ MAR8PO067-1 23.10.2012

Table of contents
1 Social media platforms ........................................................................................................ 1 2 Greating the marketing plan for Social media .................................................................. 2 2.1 Steps .............................................................................................................................. 2 2.1.1 Create Your Executive Overview Business Plan ........................................ 2 2.1.2 Define Your Specific Social Media Goals .................................................... 2 2.1.3 Find your Social media marketing voice ...................................................... 2 2.1.4 Choosing Your Social Tools Appropriately ................................................. 2 2.1.5 Plan and Execute Content and Delivery ...................................................... 3 2.1.6 Re-examine your results.................................................................................. 3 3 Success in the marketing in Social media .......................................................................... 3 4 Personal reflection ............................................................................................................... 4 5 Bibliography .......................................................................................................................... 5

1 Social media platforms
Marketing in Social media means using various platforms that can be found from the internet. The most biggest, so the most important ones are: Facebook: Facebook is the most popular and fastest growing social media site. It has over 955 million users and everyday 20 million users joint to new fan pages. Over 5 billion links, photos and videos are shared in Facebook every day. The average user of Facebook is 18 to 25 years old and 60 percent of users are female. It offers a great opportunity for community building with customers. Twitter: Twitter has over 555 million users and over 10 million updates per day. The average user of twitter is 26 to 34 years old and 57 percent of users are female. It offers a great opportunity to interact with customers in real-time. YouTube: YouTube is seconds largest search engine on the internet and 13 hours of video is uploaded to YouTube every minute. Over 1 billion people views videos in YouTube every day. Google Plus+: Google Plus + has more than 170 million users and the awerage user is 26 to 34 years old. 62 percent of the users are female. Google Plus + is a platform for driving visibility around a brand. LinkedIn: LinkedIn has more than 150 million users and majority of the users are between 26-34 years old. Other big user group is 35 to 44-years old. It is the number one B2B social networking tool.

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2 Greating the marketing plan for Social media
2.1 Steps

2.1.1 Create Your Executive Overview Business Plan Find out why you need to use social media in marketing for your business. Make a business plan that includes: Business mission and history, revenue model, descriptions of your products and services, details of your target audience and review of your current marketing efforts. 2.1.2 Define Your Specific Social Media Goals You need to make specific goals on what you want to from your marketing in Social media. It is not enough to say “I want more fans on Facebook” etc. What is important is to focus on engagement factor. For example you can state as your goals validate a new product or service using social as a research platform, develop buss and interest around a new product, engage users in social to generate relevant and targeted traffic to your site, gain market share by leading customer service through social and generate registrations to branded events through social. 2.1.3 Find your Social media marketing voice The most important for your marketing plan is to know specifically who are you marketing your product. The marketing in Social media should be done by thinking your target audience. You have to do your segmentation properly separating age, income, location and reasons for the possible buying choice of the product. 2.1.4 Choosing Your Social Tools Appropriately It is important to choose right tools for your marketing plan. See who your target group is and what social sites they use. For example the age group of your product will determinate where you should market. For example Facebook users are mainly 18 to

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25 years olds so a product that is for younger audience Facebook is better option than Pinterest where user age is from 26 to 44. 2.1.5 Plan and Execute Content and Delivery Now with the information you have collect you have to come up with engaging social media content. You have to define your frequency of content delivery and response to social engagement, your types and specific topics for content creation, ways to increase audience engagement, events that can drive social and your social success metrics(number of followers, fans, volume of traffic back to site, number of retweets etc.) 2.1.6 Re-examine your results What is working and what is not? It is important to regularly keep up with your Social media sites. What was working one year ago can be keeping you down at the moment. Social media changes fast and customers want to be entertained. For a long term success you must be able to adapt and keep up with the changes.

3 Success in the marketing in Social media
To make successful marketing plan for Social media we have to ask questions through the process. Questions like: What are you trying to achieve? Why are you trying to do this? Who are your trying to reach? Where can you most effectively reach them? How are you going to reach out to them? What are you trying to get them to do? Social media can be effective in achieving goals such as building a brand, building brand loyalty, turning loyal customers into evangelists, leveraging word-of-mouth marketing and turbo-charging the feedback loop. This is important to remember when figuring out what you want to achieve with your marketing plan for Social media.

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4 Personal reflection
Marketing in Social media will open up new opportunities to companies. Money is not necessary the issue anymore, but even a smaller company can make a successful advertising trough free Social media sites. It is important for companies to keep up with the fashion, what site is popular and what is not, where their customers are and how they are engaged. The amount of fan pages, advertising in internet is huge so how to get the customer to stop and watch exactly their advertisement. We live in tough world where the customer is more and more demanding. Social media in marketing will make companies to be more in touch with the customers and they have to listen the customers’ needs even more carefully than before. This brings new challenges in marketing. It is going to be interesting to see how the marketing is going to evolve from now on.

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5 Bibliography
http://www.expansionplus.com/impr/social-media.html http://www.slideshare.net/corywilliamson/creating-a-social-media-plan-2529114 http://www.clickz.com/clickz/column/2203265/your-social-media-marketing-planin-5-easy-steps http://socialmediatoday.com/SMC/207874 http://www.onewomanmarketing.com/social-media-marketing-plan

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