SOCIAL MEDIA AND INFLUENCERS

1
 Executive summary

A social media marketing plan may be created by a company with the use of a social media
strategy. Knowing the strategies and approaches that might be implemented for social media
marketing can be helpful. The business might be able to track the development of the current
marketing strategy. It covers a variety of topics, including the material the company plans to
post, the social media team's responsibilities, the channels where the content or post will be
pushed, and many more. The objective that the social media strategy is intended to help attain is
also included. This is a good choice since it lowers costs for the business and fosters greater
consumer involvement. It is a strategy the business may use to maximise or boost customer
involvement. It outlines how, when, and what must be done to carry out the strategy for social
media marketing. It also serves as a guide for the business in managing all of its online social
media accounts.

2
 Table of Contents

Introduction......................................................................................................................................4

Social media audit............................................................................................................................5

Social media goals...........................................................................................................................8

Target audience................................................................................................................................8

Social media channels and strategy.................................................................................................9

Social media roles and responsibilities..........................................................................................11

Social media policy........................................................................................................................12

Measuring the strategy...................................................................................................................13

Action plan.....................................................................................................................................14

Conclusion.....................................................................................................................................15

References......................................................................................................................................16

3
Introduction
Marketing professionals, publicists, and others who create online material must regard social
media as a crucial component of their infrastructures since it affects all facets of the Internet and
changes how the Internet is recycled in people's daily lives. Customers today play a new role
thanks to social media. Clients are increasingly supporting the generation of content as well as
consumption, as opposed to the past. The social media technologies or programming that enable
this include blogs, microblog apps (like Twitter), social networking sites (like Facebook),
podcasts, and websites for sharing videos and photos. (such as YouTube and Flickr). Given this
information, companies, especially those with marketing departments, might profit by including
social media in their advertising campaigns (Ryder et al., 2021). This research has made an effort
to familiarise readers with the key benefits and drawbacks of the development of Internet
technology in the field of social media marketing. Social media is the newest weapon for dealers
that utilise every channel at their disposal to reach their target customers. Their organisation
claims that the average offers a range of advantages and disadvantages and that many businesses
are still unaware of how to use it most effectively. Typical company vendors and marketers are
not completely aware of the challenges involved. The sector is still so new that evaluating the
qualifications of social media "experts" is difficult. A company must thus thoroughly research
social media before entering the field of social media marketing. A business must learn the key
strategies and techniques for using social media as a potent weapon if it wants to succeed in the
field of social media advertising. The major goals of a company or organisation should be to
draw customers, maintain the company's reputation, provide customers with high-quality
products and services, and satisfy their demands.

4
Social media audit
This basically provides a view on how a certain social media should work for the business. This
is a process of reviewing the metrics in order to evaluate the current social media strategies of a
certain organization (Dubbelink et al., 2021). These can be concerning the engagement, social
media networks and other aspects of a firm. Analyzing this could provide the organization with
different information and thus undertake strategies accordingly.

Social media assessment

Social URL Follo Average Average

media wer weekly engagem
networ count activity ent rate
k
Instagr https://www.instagram.com/clarksoriginals/?hl=en 1M 3-4 posts 0.68%
am a week
Linked https://www.linkedin.com/company/clarks/? 69,431 2 to 3 N/A
In originalSubdomain=uk posts a
week
Twitter https://twitter.com/ClarksOriginals 2,259 1 to 2 0.42%
tweets a
month
Facebo https://www.facebook.com/ClarksOriginals/ 58,632 No more N/A
ok engagem
ent
Summary:

This would tend to suggest the firm with effectiveness of all the social media platforms that it is
being using for promoting its businesses. Through this assessment it was known that most of the
traffic for the organization Clarks was from instagram followed by LinkedIn, Facebook and then
Twitter. This is where the firm also has a highest engagement rate on Instagram with its
customers.

5
Audience demographic assessment

Age Gender Primary Secondary Primary Secondary

Distribution Distribution Social Social Need Need
Network Network
50% 18 - 30 35% Female 37% Getting access Looking
40% Instagram to quality magnificent
35% 31 - 40 65% Male Instagram shoes and with premium
20% apparel at an shoes and
10% 41 - 55 10% Facebook affordable footwears.
Twitter price.
5% 56 – 80 15%
Twitter

Summary:

This data was secured form the survey that was conducted and thus the insights provided reflects
those opinions of the respondents. This is where it was known that most of the customers or
target audience for the firm were from the age group 18-30 followed by 31 to 40, 41to 55 and 56-
80. Most of them were male and were engaged through instagram. The major and primary need
of the customers was to get access to quality footwears at an affordable price.

6
Competitor assessment

Competitor Social Media Strengths Weaknesses

Name Profile

PUMA FB: PUMA 1. Brand value 1. Brand diversity

2. Strong marketing 2. More focus on
strategy branding and
3. Innovative brand influencing on
4. Excellent social media.
engagement on
digital platforms.
Adidas Instagram: Adidas 1. High brand 1. Most of the
recognition investment is on
2. Effective marketing social media
through digital branding.
platforms. 2. Outsourcing in
manufacturing
Skechers Twitter; Skechers 1. effective 1. More expenditure
marketing skills on research and
2. Appropriate development.
presence on social 2. Less diversification.
media platforms
Summary:

Competitor analysis is basically a process of knowing the strategies that are being undertaken by
the competitors in order to gain competitive advantage in the market. This is where the analysis
of strengths and weaknesses of the competitors are being assessed. Here the assessment has
considered 3 major competitors of the firm namely Puma, Adidas, Skechers. These businesses
have presence on social media platforms more efficiently. This analysis can further effectively
increase the efficiency of the strategies that are being formed by the firm.

7
Social media goals
By the end of the month the organization will

1. Increase its followers on Instagram by adding 70 new followers every week.

2. Boost the facebook post click through rates by 2% every week.
3. Improve the conversion rate for instagram product page by 5% every week.

Target audience
Target audience basically refers to the target consumers that the organization is focusing on.
Here the organization would tend to expect this segment to do the purchase of products or
services that are offered by the firm (Wibowo et al., 2020). The target audience for the
organization would be from the age group 18 to 35. This may be men or female across the globe.
Here there are majorly 2 concepts involved that are adjectives that tend to describe the brand as
well as the interactive character that the brand has while communicating with the customers.

Adjectives that describe Clarks

1. Confident
2. Creative
3. Proficient

The interactive character of the brand is

1. Encouraging
2. Friendly
3. Selfless
4. Solution oriented

8
Social media channels and strategy
The three major social media channels that are being used by Clarks would be:

1. Instagram: instagram is considered as a free photo as well as video sharing application.

This is where the huge amount of youths is present. These are the potential target
customer of the organization. The organization can efficiently share videos, photos and
other information concerning the firm which may be new offerings, launches, discounts
and others (Ali et al., 2020). This can help the firm to communicate directly with the
potential customers.
2. Facebook: facebook is considered as an efficient platform which includes most of the
youths among the social media platforms. This is where different organizations are trying
to include strategies focusing on these platforms more efficiently in their marketing
strategies that are included. This is where Clarks would try to focus on implementing
strategies that are concerned with Facebook.
3. LinkedIn: Linked is a social networking site which is basically utilized by different
professionals and business community (Gupta et al., 2021). This majorly aims the firm to
develop a relationship with the customers professionally. Here the firm can also include
announce several data or information concerning the business to the audience
proficiently.

Paid channels: these are the type of channels that includes payment for several advertisements
or content that is been displayed on internet. This is familiar to the paid media such as Billboard
ads pay per clicks and commercials utilized by businesses. Thus, allotment of budget by the
organisation is required for such channels.

Owned channels: Owned channels are a set of communication channels that an organisation has
a complete control over. It tends to include different properties such as emails newsletters, blogs,
websites and others (Ryu, and Han, 2021). Here the company has a complete control over these
channels and tries to brand itself through it. It may include improvising and leveraging the
benefits and thus increasing the effectiveness of marketing through online platforms.

Earned channels: Earned media channels are a sort of conversations or mentions that come
voluntarily from others towards a certain brand. This is where the organisation does not pay or

9
cannot own and is been secured organically. This is the most effective channel or traffic the
organisation could get on internet. Here people tend to share the content with audience and thus
reach multiple potential customers efficiently.

Tools:

Hootsuite: Hootsuite is a tool that helps in scheduling, creating publishing managing the content
as well as campaigns of advertisements that a company tends to release across several social
media networks from a single dashboard or site (Han and Cheng, 2020). This helps in
maximizing the impact that social media has by providing them a real time data and inside and
the helps organisation to focus on other areas or concerns of the organisation efficiently. The site
can also be customized to be more a customer relationship management tool with different app
extensions as well as options. This can also help in following several trends and keywords for the
organisation.

Google analytics: Google analytics is basically a platform or side that can help an organisation to
collect insights and data from the website as well as social media applications in order to create a
report and the provides and insight in the business. This helps in better understanding the
customers as well as their needs. Thus the organisation could also tend to implement the
strategies that are more efficient for the firm to perform in the market.

10
Social media roles and responsibilities
Social media manager

Social media manager is basically responsible for seeing a company’s interactions with the
public and this implementing various content strategies or different social media platforms.
There are various duties that are been included by these managers (Moghadamzadeh et al.,
2020). He is responsible for preparing the content strategy and the driving the engagement of
customers on the social media platforms of the company. Social media manager tends to
overseas the online presence of a certain brand as well as its image on different platforms full
stop it is a professional way where the organisation tends to provide a voice for the company
across different social media channels.

Social media executive

Social media executives are an individuals who are concerned with generating brainstorming as
well as releasing the content on each of the aspects or topic that is been undertaken by the
company. He is responsible for releasing the content on every digital or social media platforms
where the company is available. These also the work of other employees including social media
specialist and others who are working for the organisation (Sultan et al., 2021). They basically
tend to plan, execute as well as manage the social media of a certain brand. They are liable for
over seeing all the social media accounts and its management by developing a creative engaging
as well as innovative content with regularly scheduling the post in order to connect with the
audience. They also tend to run different campaign across the social media platform for the
organisation.

Social media community manager

As it is known the company is present across every social media platforms on the Internet. A
social media community manager is responsible for growing the audience on these platforms. He
acts as a catalyst in order to encourage the audience to engage with the brand and provide
support to them in order to purchase the product offered by the brand (Gerea et al., 2021). The
main goal of this community manager is to engage with the customers in a long term. He is at the
same level as the social media manager but he thinks of engaging more with the customers by

11
directly communicating them where as a social media manager tends to engage with the
customers by producing an effective content on the social media. The social media community
manager tends to market the products or services offered by the brand directly to the customers
through the platforms available.

Social media policy

Social media policy are crucial part of business code of conduct. These could tell the employees
concerning how they should represent themselves as well as the brand on the social media. It is a
guideline in order to protect the privacy legal interest and security of a certain brand. These aid
in educating the employees on the legal as well as security risk that is been included in social
media networking. This can help and inform the employee what measures they could take in
order to protect themselves as well as the brand on social media (Chen et al., 2021). They are
considered as a corporate code of conduct for businesses. It outlines and important framework
and guideline for the organisation. A few of the social media policies for the firm would be

 The firm must make sure that day are always accurate and honest in whatever the post
concerning every information and news on the Internet.
 If any sort of mistake or issue is been created on Internet it should be resolved as soon as
possible.
 The organisation must not use certain phrases and words that tends to abuse or insult the
ethical considerations of any individual from any locality or background.
 the form must be able to show a proper consideration for privacy of customers across
different regions on social media.
 The opinions of the brand must be clarified in its own way.
 Every culture religion believe and value of an individual must be respected.
 There should be a good judgement in order to share the public information only.
 The farmers be aware that whatever is been posted or shared on social media is
permanent.

12
Measuring the strategy
Mentions: mentions act as an indicator of brand awareness. A high number of mentions
indicates a higher brand awareness of the firm. This will let Clarks know the level of knowledge
people have concerning the brand.

Likes: this is the easiest metric to track for the firm. It lets the firm know the level of
engagement it has with customers. More likes on the page will lead to more engagement with the
concerned brand.

Shares: Basically, this is when a client sends a client's article or material to a friend or family
member. This will inform the company of the post's or content's influence rate. It will provide
the percentage of users or viewers that are drawn to the article's subject matter.

13
Action plan
GOAL ACTIONS TO BE MONITORING THE
UNDERTAKEN ACTIONS
Enhancing purchase as well 1. Use of analytical Prior to that, create SMART
as sales rate of the firm. instruments objectives that are effective
effectively. and adhere to them
2. Online client completely.
experience and
happiness are
emphasised.
Increasing the customer base 1. Increasing online online comparison of several
for the firm. consumer involvement marketing efforts.
through emails and social
media.
2. Regularly updating the
website's material.
The contribution of the 1. Targeting online Using the performance
customers from online base potential consumers metrics as needed.
must be increased effectively.
2. Online provision of
pertinent information
about the product and
service.

14
Conclusion
Social media influences all sides of the Internet and alters how the Internet is recycled in people's
everyday lives, thus marketing specialists, publicists, and other creators of online content must
view it as an essential part of their infrastructures. Social media has given customers a new role
today. Contrary to the past, clients now more than ever support both content creation and
consumption (Dumitriu et al., 2019). For dealers that use every channel at their disposal to reach
their target clients, social media is the newest weapon. According to their organization, the
average has a variety of benefits and drawbacks, and many firms are still unsure of how to utilise
it most efficiently. The typical business vendors and marketers are not fully aware of the
difficulties. It is challenging to assess the credentials of social media "experts" because the field
is still so young. Thus, a business needs do extensive study on social media before starting a
social media marketing campaign.

15
References
Ali Qalati, S., Li, W., Ahmed, N., Ali Mirani, M. and Khan, A., 2020. Examining the factors
affecting SME performance: the mediating role of social media adoption. Sustainability,
13(1), p.75.

Chen, Y., Kwilinski, A., Chygryn, O., Lyulyov, O. and Pimonenko, T., 2021. The green
competitiveness of enterprises: Justifying the quality criteria of digital marketing
communication channels. Sustainability, 13(24), p.13679.

Dubbelink, S.I., Herrando, C. and Constantinides, E., 2021. Social media marketing as a
branding strategy in extraordinary times: Lessons from the COVID-19 pandemic.
Sustainability, 13(18), p.10310.

Dumitriu, D., Militaru, G., Deselnicu, D.C., Niculescu, A. and Popescu, M.A.M., 2019. A
perspective over modern SMEs: Managing brand equity, growth and sustainability
through digital marketing tools and techniques. Sustainability, 11(7), p.2111.

Gerea, C., Gonzalez-Lopez, F. and Herskovic, V., 2021. Omnichannel customer experience and
management: An integrative review and research agenda. Sustainability, 13(5), p.2824.

Gupta, S., Nawaz, N., Alfalah, A.A., Naveed, R.T., Muneer, S. and Ahmad, N., 2021. The
relationship of CSR communication on social media with consumer purchase intention
and brand admiration. Journal of Theoretical and Applied Electronic Commerce
Research, 16(5), pp.1217-1230.

Han, R. and Cheng, Y., 2020. The influence of norm perception on pro-environmental behavior:
A comparison between the moderating roles of traditional media and social media.
International Journal of Environmental Research and Public Health, 17(19), p.7164.

Moghadamzadeh, A., Ebrahimi, P., Radfard, S., Salamzadeh, A. and Khajeheian, D., 2020.
Investigating the role of customer co-creation behavior on social media platforms in
rendering innovative services. Sustainability, 12(17), p.6926.

Ryder, B., Zhang, T. and Hua, N., 2021. The social media “magic”: Virtually engaging visitors
during COVID-19 temporary closures. Administrative Sciences, 11(2), p.53.

16
Ryu, E.A. and Han, E., 2021. Social media influencer’s reputation: Developing and validating a
multidimensional scale. Sustainability, 13(2), p.631.

Sultan, M.T., Sharmin, F., Badulescu, A., Gavrilut, D. and Xue, K., 2021. Social media-based
content towards image formation: A new approach to the selection of sustainable
destinations. Sustainability, 13(8), p.4241.

Wibowo, A., Chen, S.C., Wiangin, U., Ma, Y. and Ruangkanjanases, A., 2020. Customer
behavior as an outcome of social media marketing: The role of social media marketing
activity and customer experience. Sustainability, 13(1), p.189.

17
Content calendar

Type Channel Topic

Monday Blog, post, video Instagram, linkedin, Motivational content
twitter, facebook,
youtube

Tuesday Post, video Youtube, instagram, Promotional and

facebook advertisement

Wednesday Blog Linkedin Informative

Thursday Post, blog Instagram, twitter, Promotional posts.
linkedin, facebook

Friday Video Instagram, facebook Collaboration

Saturday Post, tip Instagram, facebook Information and

entertaining.
Sunday n/a n/a n/a

18