Dec, 2020

Social Media Marketing Plan – Case Study

Whether you want to call it social media or Web 2.0, businesses have started joining into one of the fastest growing industries around. A survey by McKinsey & Company shows that nearly 1,700 businesses show that using Web 2.0 technologies have lead to increased conversions, successful marketing strategies, increased communication and the ability to provide better products.

“The most often-reported business benefits of Web 2.0 are a greater ability to share ideas, improved (and faster) access to knowledge experts, and reduced costs of communication, travel, and operations. (Chartier, 2009)”

Social media marketing

A social media marketing plan should be aimed at creating an online presence within the micro-blogging networks such as Facebook and Twitter for your company.

By using an online platform such as Twitter and Facebook, it will allow for your company to promote the company name by blogging updates about the company as well as interact with followers and subscribers.

Along with blogging, other benefits of using a social media platform are:

Video updating and posting of commercials
Photos of events your company may have attended and posting new portfolio pieces
Discussion – allowing followers to ask questions directly from these platforms.
Link placement – adding back-links to texdesignstudio.com
Networking – allows for interacting with current and potential customers.

Facebook stats:

More than 350 million active users.
50% of our active users log on to Facebook in any given day.
More than 35 million users update their status each day.
More than 700,000 local businesses have active Pages on Facebook.
Pages have created more than 5.3 billion fans.
Average user spends more than 55 minutes per day on Facebook (Facebook, 2010).

Twitter stats:

Total audience of roughly 18 million registered users.
Users are averaging 27.3 million tweets per day.
Annual run rate of 10 billion tweets (Ostrow, 2009).

Along with advertising your company for free using social media platforms, it will also allow for users to interact from their mobile devices.

Facebook and Twitter are also pushed as services that can and should be used through mobile devices. “Twitter users are more likely to use their cell phones to go online than the overall online population (Cheng, 2006).”

There are currently more than 65 million active users accessing Facebook through their mobile devices.

Knowing this will allow your company to further market to these users on their mobile devices as well as these social platforms. These users are also more likely to subscribe to syndicated feeds and text message advertising.

Our Audience:

Example: CompanyEC currently has a target audience of 18 years of age and above, and college graduates that have an income of $30k or above.

Quantcast user statistics:

Twitter:

88% of Twitter users are 18 years and above in age.
80% have a $30k and above income.
55% are college graduates.

Facebook:

79% of Facebook users are 18 years and above in age.
84% have a $30k and above income.
55% are college graduates.

Understanding the Audience

In order to better understand user response to this new marketing plan, we will provide users with a survey on texdesignstudio.com, which will ask questions regarding how and if they use these platforms.

Are they are interested in receiving news and discount updates from CompanyEC on these social platforms.
Do they currently follow CompanyEC on these platforms?

Twitter and Facebook currently make it simple for users to follow or become fans of users. If we add a “become a friend” widget on texdesignstudio.com, users can simply click on the widget and will instantly become a fan of CompanyEC’s facebook profile.

By adding a “follow us on Twitter” widget, users can click that widget and instantly start following CompanyEC with their Twitter profiles.

These platforms are relatively easy for any user to sign up with and start receiving updates within a few minutes. Users can link to CompanyEC’s profile and share with their friends on their own profiles.

CompanyEC will use these platforms to provide customers with article updates, blogs, discounts, and portfolio updates.

User Participation

Users will interact by contributing to articles and responding to blogs and other news and images that CompanyEC post within these platforms.

Marketing on these social platforms will allow CompanyEC to post information on corporate accomplishments and distribution of links that take users to corporate websites, promotional sites and other press release pages.

Social media user benefits:

Offer ‘insider’ discounts, specials and other values to followers only.
Participating in online social media groups will allow for CompanyEC to build a more personal relationship with past and potential customers.
Allows for quick access for customers to ask questions.

Being that texdesignstudio.com is written using a Joomla platform, we will be able to integrate it with Facebook and Twitter with little effort. By creating and adding a plug-in into this website, the content on these social platforms will automatically update once the website is updated by using the Application Programming Interface (API) provided by Facebook and Twitter.

Facebook and Twitter also have their own plugins that integrate with one another so that if information on one platform is updated, it will also update the other automatically.

Metrics

Google Analytics will help to show which platform users are linking from, how they explore the website and how visitor experiences can be enhanced. With this information, CompanyEC will have an improved return on investment, increase conversions and ultimately make more money on the web.

Tracking Users:

Allows for seeing how effective or ineffective the platforms are.
Which customer and customer segments are most valuable.
Which social media platform visitors are coming from and what they do on the website.
Will help to see what users like and dislike by analyzing bounce rate and time on website.
Which pages resonate with prospects and lead to conversions.

With using this metrics system we will also be able to get a better understanding of what site content users are most interested in and find out how effective our current content is.

Credits

Facebook (2010). Statistics. Retrieved January 29, 2010, from http://www.facebook.com/press/info.php?statistics

Ostrow, A. (2009). How many people actually use twitter? Retrieved January 29, 2010, from http://mashable.com/2009/04/28/twitter-active-users/

Cheng, J. (2006). Twitter users are mobile, urban, and engaged online. Retrieved January 29, 2010, from http://arstechnica.com/web/news/2009/02/study-twitter-users-are-mobile-urban-and-engaged-online.ars

Quantcast. (2010). Twitter.com monthly traffic. Retrieved January 29, 2010, from http://www.quantcast.com/twitter.com

Perez, S. (2009). 4 ways companies use twitter for business. Retrieved January 29, 2010, from http://www.readwriteweb.com/enterprise/2009/03/4-ways-companies-use-twitter-for-business.php

Chartier, D. (2009). McKinsey: businesses reaping benefits from web 2.0. Retrieved January 29, 2010, from http://arstechnica.com/business/news/2009/09/mckinsey-businesses-reaping-benefits-from-web-20.ars