creating a social media marketing plan written by dallas duncan and dr. frank b. flanders foundation...
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Creating a Social Creating a Social Media Media
Marketing PlanMarketing Plan
Written by Dallas Duncan and Dr. Frank B. FlandersFoundation Skills, Unit 3.11, FS-3
2010
Objectives
Students will be able to: Explain the basic components of a marketing
plan. Discuss how social media can be used as a
marketing tool for businesses. Create a marketing plan and social media
advertising campaign for a company of their choice.
Discuss the differences between a marketing plan and a social media marketing plan.
Marketing vs. Social Media MarketingTraditional Marketing Plan Social Media Marketing Plan
Comprehensive; includes all aspects of marketing
Focuses only on advertising through social media
Includes extensive research of customers, economics, budgets and sales expectations
Includes basic research on customers, targeted through social media
Describes all the advertising methods a company will use to market a specific product, service, etc.
Does not include “traditional” advertising, such as radio, television and newspaper ads
Components of a Marketing PlanEach marketing plan is different, but most contain:
Market Analysis Information Demographic Profile: What is the market like? Psychographic Profile: How is your company perceived by the public? Target Market Opportunity: Who are you marketing toward?
Marketing Plan Total Product Experience: How do consumers shop for and view the
promotion of your product? Place Strategy: Where are you advertising? Promotion Plan and Strategy: How are you promoting your product? Pricing Plan: How much does advertising and additional labor cost
compared to the income your product will bring?
Components of a Social Media Marketing Plan Each social media marketing plan is different, but many contain the
following basic information and research. Right now, social media advertising is free, so the only pricing considerations are labor and product cost.
Background What is the company about? What is the company trying to market using social media?
Market Analysis What is the market situation? Who are you marketing toward?
Social Media Marketing Plan What are the goals of your marketing plan? Where are you advertising? How are you promoting your product?
The Sample Plan
The following slides demonstrate a sample social media marketing plan for a fictitious jewelry business, Bijoux Diamond Company.
This presentation should give you some idea of the elements your social media plan needs to contain.
Keep in mind the components of a social media marketing plan, and how these relate to the sample plan.
A Sample Social Media Marketing Campaign for Bijoux Diamond Company
Say it with Say it with BijouxBijoux
What is Bijoux? Background: What is the company about?
• Bijoux Diamond Company is the oldest family-owned jewelry manufacturer in the U.S.
• Bijoux has branches in major cities in 35 states• Bijoux specializes in importing non-conflict
diamonds from Africa and Asia to create one-of-a-kind pieces
• Bijoux is famous for its handcrafted engagement, wedding and anniversary rings
The Orchid CollectionBackground: What is the company trying to market using social media?
• The Orchid Collection is a line of Bijoux jewelry fashioned to recreate the timeless beauty of the orchid flower.
• The collection uses diamonds and precious stones such as amethysts and rubies set in silver, platinum and rose gold
• The line is set to be released in two months, and an innovative marketing campaign needs to be ready to go with it.
The Jewelry MarketMarket Analysis: What is the market situation?
• In 2009, diamond sales plummeted due to the recession.
• Bijoux Diamond Company grossed over $1 billion, a 3% reduction from its 2008 profits.
• The jewelry market is slowly making a comeback, with gold at $1,125 per share and silver at $17.52 per share.
• Market research has shown consumers are more willing to pay for “local” and handcrafted jewelry than purchasing from a chain store.
How to “Say it with Bijoux”Market Analysis: Who are you marketing toward?
• “Say it with Bijoux” will market all Bijoux products with specific emphasis on The Orchid Collection
• The campaign will include television, magazine and newspaper advertisements, as well as social media components.
• Target market will be younger couples and professionals
• Have a social media sign-up along with a mailing list at each store
Campaign GoalsSocial Media Marketing Plan: What are the goals of your
marketing plan?
• Make up for the 3% fall in sales from 2008-2009
• Increase sales of The Orchid Collection
• Reach a younger target market that was previously unaware of Bijoux Diamond Company
Say it with Bijoux:
Bijoux Diamond Company
Say it with a Fan PageSocial Media Marketing Plan: Where are you
advertising; How are you promoting your product?
• Create a Facebook Fan Page• Features:
– Photographs of Bijoux collections– Promotions for fans, using coupons specifically
sent out over Facebook– Weekly updates– Allow fans to submit “Say it with Bijoux” stories to
be featured on the update
Search Home Profile Account
Edit Page
Add to My Page’s Favorites
How do you say, “I love you?”How do you say, “Happy birthday?”How do you say, “I’m sorry?”Say it…with Bijoux.
Founded:1924
Wall Info
Say it with Bijoux Become a Fan
Photos Discussions
Basic Info
Detailed Info
Founded: 1924
Website: http://www.BijouxDiamondCo.comhttp://www.BijouxDiamondCo.com/TheOrchidCollection
Company Overview: Bijoux Diamond Company is the oldest family-owned handcrafted jewelry manufacturer in the United States, with branches in 35 states.
Bijoux is famous for its handcrafted engagement, wedding and anniversary rings, as well as one-of-a-kind pieces created by our 29 master jewelry artists.
Be it love, thanks, congratulations and everything in between, we invite all of our fans to show us how you “Say it with Bijoux!”
Mission: Bijoux Diamond Company strives to provide our patrons with the highest quality of handcrafted jewelry, customer relations and reasonable prices.
Products: Introducing The Orchid Collection: Pieces fashioned to recreate the timelessness and beauty of the orchid flower
Bijoux Diamond CompanyBijoux Diamond CompanyThe Orchid CollectionThe Orchid Collection
Information
Say it with a Tweet Social Media Marketing Plan: Where are you
advertising; How are you promoting your product?
• Username: SayItWithBijoux• Account will feature
– Single photograph, changed frequently, of an Orchid Collection piece
– Daily tweets linking to other social media outlets and store Web sites
Home Profile Find People Settings Help Sign out
Name SayItWithBijoux
Location United States
Bio Whatever you need to say, say it with Bijoux.
200 435 0Following Followers Listed
Favorites
Following
View all
Tweets 345
RSS Feed ofSayItWithBijoux’stweets
BijouxThe Orchid Collection
SayItWithBijoux
Atlanta, GA location announces 40% off sale on all Pearline Collection items: http://www.bijouxatl.comless than 20 seconds ago via web
Check out Coralynn and Ronnie’s “Say It” story: http://sayitwithbijoux.blogspot.com/Cora&Ronnie 8:35 a.m. Mar 2nd via web
Bijoux in the News: http://www.usatoday.com/bijoux-story-2010 8:35 a.m. Mar 2nd via web
Say you’re proud to be Irish with Bijoux’s St. Patrick’s Day gift specials! http://www.bijouxdiamondco.com/stpatscoupon 10:19 a.m. Mar 1st via web
Say it with a Blog Social Media Marketing Plan: Where are you
advertising; How are you promoting your product?• http://SayItWithBijoux.blogspot.com• Advertisements and links to individual store Web sites
• Posts Include– “Say it with Bijoux” Story of the week, submitted by a
social media fan– Promotions, similar to those on the Facebook fan page– Bijoux in the news, with links to news stories about the
company
Share Report Abuse Next Blog >> Create Blog Sign In
Say It With Bijoux
Follow
with Google Friend Connect
F O L L O W E R S
Followers (345) More >>
BLOG ARCHIVE
2010 (24)
March (8)Say, “I’m Irish!”
NEWS: St. Pat’s Special
Welcome Spring
ABOUT ME
Bijoux Diamond Company
Bijoux Diamond Company is the oldest family owned, handcrafted jewelry company
WEDNESDAY, MARCH 17, 2010
Say, “I’m Irish!”
Happy St. Patrick’s Day to all of our Blog fans out there!
As a special offer, Bijoux Diamond Company stores nation-wide are hosting a LUCKY LEPRECHAUNS jewelry event! Here’s how to get involved:
1) Check out our YouTube video channel.
2) Watch the St. Patrick’s Day jewelry commercial. You should see a secret password in the bottom right-hand corner. The word only shows up for about 10 seconds, so keep an eye out!
3) Take the secret password to any Bijoux store by closing time today. You will be given a LUCKY LEPRECHAUNS scratch-off coupon to redeem at the register.
Lucky Leprechauns prizes include:
1) Free emerald stud earrings or silver shamrock earrings
2) Anywhere from 5 to 25% off any Bijoux purchase through March 31
3) An Ireland vacation for two
GOOD LUCK!
Say it with a Video Social Media Marketing Plan: Where are you
advertising; How are you promoting your product?• Create a YouTube Bijoux Diamond Company
channel• Encourage social media followers to send in
videos and stories to be featured• Upload commercials and promotional videos• Videos can be shown on the blog and
Facebook and can be linked to via Twitter
0:30 / 0:30 350 p
Search
Home Videos Channels Shows
Create Account or Sign In
Subscriptions History Upload
Bijoux Diamond CompanySay it with
Bijoux
Bijoux Diamond Company:
The Orchid Collection
BDCBijoux Diamond Company
Bijoux Diamond Company’s ChannelSubscribe Uploads Playlists
Replay
Search
Date Added | Most Viewed | Top Rated
Feeling Lucky?
99 views – 4 hours ago
Orchid Collection
314 views – 8 days ago
Colored Gems
78 views – 15 days ago
0:30 / 0:30360 P
Now, it’s Your Turn. Using the company your group created earlier,
build a social media marketing plan. Some things to consider:
What social media sites should we use? What is our target market? What should the goals of our campaign be?
This one might require you to look up some economic statistics of your company’s market and possible competitors.
What colors and identifiers should we use? The “Say it with Bijoux” campaign used pink, black, silver
and white, and pictures of orchids on each site. There were several different logos as well.