SUNY Broome Entrepreneurial Assistance Program

Social Media Marketing Plan

Social Media Marketing Plan Prepared By

Matthew BlumDenise EraniLiz FrancisMelanie HaddadKara WendlingAli Young Date PreparedMay 5, 2014

Table of Contents

Executive Summary ...................................................................................................

A) Current Situation Analysis and Key Opportunities ................................................

SWOT Analysis ..........................................................................................................

B) Entrepreneurial Assistance Program Objectives ......................................................

C) Gather Insight into Target Audience ......................................................................

D) Select Social Media Zones and Vehicles ...................................................................Social Relationship Zone Strategies .............................................................................Social Publishing Zone Strategies ................................................................................Social Entertainment Zone Strategies ..........................................................................Social Commerce Zone Strategies ................................................................................

E) Create an Experience Strategy Encompassing Selected Zones ..................................

F) Social Media Activation Plan ..................................................................................

G) Manage and Measure .............................................................................................

H) Summary ..............................................................................................................

Executive Summary: SUNY Broome’s Entrepreneurial Assistance Program

● Started in 2005

● In depth 12 week, 60 hour class

● Maximum of 24 students in each session

● Starts September 9th and ends December 11th

● Meets Tuesdays and Thursdays from 6:00 - 8:30pm

● Lectures and Guest Speakers

● $149 cost for class

A) Current Situation Analysis and Key Opportunities 1) Based on the analysis, what are the key strengths, weaknesses, opportunities, and

threats (SWOT)?i) Internal Environment

● Darlene has support for increase social media● HootSuite to connect platforms

○ Currently using Facebook, Twitter, and LinkedIn● Social Media time Capacity

○ Darlene - 1 hour per day○ Sometimes interns

ii) External Environment● Competitors

○ Small Business Development Center○ Score.org

iii) SWOT Analysis● Strengths:

○ Support system○ Client Advisory group made up of community representatives○ Banks, economic developments, legal○ Follow-up technical assistance

● Weaknesses:○ Program awareness is low○ Access to only 16 computers○ Lacking knowledge of social media○ Limited time and staff

● Opportunities:○ Provide people with help for current/potential businesses○ Pipeline of students and quality of participants other than grant

demographics

● Threats:○ Small Business Development Center○ Score.org as online business resource

B) Entrepreneurial Assistance Program Objectives:

I. What does the organization expect to accomplish through social media marketing? There are several objectives available through the utilization of social media marketing. In terms of promotional objectives, the Entrepreneurial Assistance Program wishes to build awareness of their program by expanding their depth and overall reach to their target markets; in particular for the upcoming fall semester. In addition, creating interest and curiosity for the program is essential to the completion of further goals.

Service and retail objectives go hand in hand with both the short and long term goals of the Entrepreneurial Program at Broome. EAP wants to be known as a resource available to struggling or aspiring businesses in need of help or assistance. It also remains available to those who have successfully completed the program as a long term cooperative mentorship. The long term outcome of this would be to increase the overall quality of applicants and ideas to the program, which would therefore increase their effectiveness and success rate.

The program has research goals in relation to the outcome of this social media marketing project. Darlene wishes to increase her understanding of social media marketing in general and improve her knowledge and awareness of the different platforms available including utilization and navigation. With one hour a day available for media use, she mainly aspires to increase frequency of use, consistency, and effectiveness of her existing platforms.

C) Gather Insight into Target Audience

I. Which segments should we select to target with social media activities?The current audience for the SUNY Broome Entrepreneurial Assistance Program are a demographic of people aged 40-60 plus. The program wishes to lower that average applicant age and reach out to a slightly younger population. This includes an age group of young college graduates with capital, up to the older existing demographic. Individuals with disabilities, minority groups, and women are a prime target for the program as well as the program is sustained on a grant that supports these groups.

II. What are the relevant demographic, psychographic, and behavioral characteristicsof the segments useful in planning a social media marketing strategy?

The main issue surrounding the younger age groups applying for the program is the availability of capital required to support and entrepreneurial business plan during its execution. The target groups the grant seeks to support may also have the same financial issues as well

which limits the availability of the target market. Also, younger age groups are generally interested in starting a career or working for a company as quickly as possible to recoup the financial expenses of living and education. Because of financial and timing constraints, the target audiences may have lower enrollment into the program. However by marketing to this group, we will build class awareness and hopefully get more participants who have a desire to open their own business locally and need the guidance to do so.

III. What are the media habits, and especially the social media habits of the segments?The older generations statistically aren’t as adapted to social media as the younger

demographics tend to be. The younger audience are generally more well-versed in social media and frequently use multiple platforms (Exhibit __). Also, small business owners do not necessarily have a lot a free time to spend, making it’s imperative that messages stand out to them while they’re quickly scrolling and filtering through a page. The most popular platform used is Facebook, with 71% of the 73% of online adults utilizing this platform and continues to grow daily (Pew Research). An article that breaks down usage by age, demographic, race, etc. and gives a plethora of information is http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet/ written by the PEW research center. Since 2005, the social networking usage of almost all age demographics has risen by over 65%!

D) Select Social Media Zones and Vehicles

I. Social Relationship Zone Strategies

i) What approach to social networking and relationship building should we use?The main goal of the SUNY Broome Entrepreneurial Program is to enhance the quality of

their applicants. By doing this they will be able to increase the success rate of the students that complete their classes and become a more prestigious program overall. In order to do this we want to use an approach that will help the SUNY Broome Entrepreneurial Program engage their consumers by displaying the best qualities of their program through social media. Friendvertising will allow the program to create a fanbase where both people who are currently in the program and people who are interested in the program can interact with EAP through their social media sites. By using friendvertsing the program will be able to build it’s fanbase and build relationships through emotional engagement and self-identification. ii) Who will we represent the brand in social networks (as a corporate entity, as collection of corporate leadership, as a brand character)?

The brand will be represented by the program as an entity. It will be a professional and sophisticated resource for those looking to improve/start a business. The program will display the past and current students successes as well as show teasers to the classes currently going on. This will help the current/past students connect with the social media sites on an emotional level since their own accomplishments will be displayed. It will also attract other people to their program

because interested fans will see that by participating in the program you will not only receive help to improve your business but also free advertisement. People who have questions about their business can use the social media sites as a resource to ask questions and in return receive some guidance and help. The SUNY Broome Entrepreneurial Program can then use this opportunity to encourage those reaching out to them to sign up for their program.

iii) What content will we share in this space?The program will not only post descriptions of their classes but also video previews of

the various presentations given in the classes. In addition to posting the content of their classes they will also post helpful tips and business articles during the off-season in order to keep their fanbase engaged year round (place to get articles). Updates on their classes and deadlines to sign up will be available and frequently displayed so that people can easily apply. All their support and financial help will also be advertised for those who are financially constrained.

II. Social Publishing Zone Strategies

i) What content do we have to share with audiences? Can we develop a sufficient amount of fresh, valuable content to attract audiences to consume content online?

The Entrepreneurial Assistance Program can share tips for effectively running a business, articles about small single owner startups and businesses, and success stories. By uploading content for entrepreneurs the EAP can create stickiness to engage users.

Original content can be taken from classes and success stories of students who have taken the course. Past entrepreneurs who have taken the course and have learned valuable business lessons can attest to the effectiveness of the course and the value it brings to its students. Speakers who come to the class can be asked to provide a written summary of their advice for other business owners. The EAP can also share YouTube videos of portions of class time or speakers who come to class. People will like to see the real life examples of businesses that have thrived after the class because they can self identify with other small businesses. This also offers other businesses free advertising through the EAP’s social media pages.

During the class season speakers and class topics can be shared with the audience while during the off-season helpful articles and similar content can be shared. Unoriginal content that is found online such as helpful articles and tips for startups and entrepreneurs can be shared on social media sites. By constantly providing quality content for users to engage with, the EAP will encourage repeat visits from their end users.

ii) What form should our blog take?We do not recommend that the EAP create a blog because of the time it would take to

maintain, and because of the limited resources of the EAP. We believe it will be more beneficial

to utilize social media sites instead. It will be easier for the EAP to engage with potential students through direct conversation using social media.

iii) Which media sharing sites should we use to publish content? How should we build links between our social media sites, owned media sites, and affiliates to optimize our sites for search engines?

The first social media sharing site the EAP should use is Facebook. By creating a Facebook page people can “Like” or follow the program and receive updates and posts from the EAP on their newsfeeds. Links to student’s business pages can be posted on the EAP’s wall, for both free advertising for the businesses and as examples of success for future students.

The second site the EAP should use is Twitter. Content containing information about signing up for class and the activities for the class that week can be tweeted on a regular basis. Twitter is an excellent resource for communicating directly with potential students through direct messages and tweets.

Finally, the EAP should utilize LinkedIn to establish connections between previous students and new students who are interested in the program. LinkedIn is a good fit for the EAP since it’s a professional program, and according to The Marketer’s Guide to LinkedIn, one of every three professionals on the planet is on LinkedIn. Currently Darlene has a personal LinkedIn account, but we recommend that the EAP creates a LinkedIn Company Page to connect with students and alumni accounts. Through the company page the EAP can market themselves to the LinkedIn community and talk about the benefits of the class and it’s students successes. Through Company Updates sent from the Company Page, the EAP can start conversations amongst entrepreneurs that target their interests. InMail will allow potential students to reach out to the EAP with the confidence that they are reaching a credible account.

All of the EAP’s social media sites should include the links to their social media websites, YouTube page, SUNY Broome page, and sign up page for the class. Search engine optimization can be reached by providing fresh quality content. By using words and phrases the EAP should be found from such as “entrepreneur” and “Binghamton,” users can find the EAP’s pages organically through search engines.

III. Social Entertainment Zone Strategies

i) What role should social entertainment play in our social media plan? Are there opportunities to develop a customized social game or to promote the brand as a product placement in other social games? Is there an opportunity to utilize social entertainment sites such as MySpace as an entertainment venue?

For the Social Entertainment Zone, we advise EAP to create their own YouTube Channel creating videos of class highlights and alumni businesses. The point of the videos will be of the education/entertainment sort. With class highlight videos, we want to film short sections of the class so that potential class participants can see how the classes are structured and what they will be learning. With the alumni highlight videos, these will serve as entertainment, for both businesses to get publicity from their participation in the program and potential participants to see their success from the program.

As of right now, we do not see the benefit of EAP creating a social game or promoting their program through a social game. Because the game is local and there are limited time and resources available, we advise EAP to focus solely on the YouTube channel for social entertainment.

A key in building awareness for the EAP class using social entertainment is the distribution of the videos. EAP should be linking all of their videos to platforms such as their FaceBook and Twitter pages when the videos are made or when they want to re-feature a video. This will give EAP more information to post on their social media platforms and will allow users to be directed towards their YouTube page to see more videos through clicking on the link.

Short-term (within 1 year): Create a YouTube Channel specifically for the EAP class. When class is in session, post a weekly 3 minute video on the class highlights in order to build class awareness and engagement. After the class has ended, post videos on EAP alumni to follow-up with what the class taught them and how their business is doing now. During the class sign-up period, post both class videos and alumni follow-up videos.

Long-term: Continue to create and post EAP alumni videos.

IV. Social Commerce Zone Strategies

i) How can we develop opportunities for customer reviews and ratings that add value to our prospective customers?

What we advise is that the EAP add a reviews section to their Facebook page so then potential people can see what former students from the program have to say about the program. Through this, users can see if the program is rated highly or not based on other peoples previous experience with the class. Also a prospective student can read about graduates of the programs personal accounts to see if the course is something in which they want to enroll in or not.

This change is fairly easy to do where all the administrator of the page, Darlene, has to do is to click the edit page info button, select a category, and input an address. We recommend that the Facebook page link play a prominent role on the EAP website through embedding the recommendations part on the website so then viewers who don’t like the Facebook page can see

how students feel about the entrepreneurial assistance program. In order to elicit some reviews and ratings for the program, the EAP program can always reach out to their current and former students by inviting them to share their thoughts and opinions about the class.

ii) Should we develop retail spaces within social media sites? If we socially enhance our own e-retailing spaces, what applications should be used?

This is something that we will not be utilizing as we are not selling a product like a piece of clothing or any other type of consumer good.

iii) How can we utilize social commerce applications like group deals to increase conversions?I dont think it applies to us? Does it?

E) Create an Experience Strategy Encompassing Selected Zones

I. How can we develop social media activities that support and/or extend our existing promotional strategies?

Through frequent and consistent posts that promote the messages and ideals of the EAP program, we hope to achieve an increased social media media outreach.

II. What message do we want to share using social media?What we hope through the improved social media use, that the EAP has the ability to get

their name out to a larger array of people as well as to attract a larger/better pool of students. Through frequent social media posts -whether they be on Twitter, Facebook, YouTube, ect.- the entrepreneurial program can share content about what is going on in the class such as lecture topics and when applications are due. A prominent part of how we are going to attract new students is through sharing some of the success stories of those who have graduated from the program.

III. How can we encourage engagement with the brand in social spaces?

IV. How can we encourage those who engage with the brand socially to act as opinion leaders and share the experience with others?

What the EAP program needs to do is reach out to those who have completed their course. Because the course has led to some very successful businesses ventures, reaching out to former students is going to play a significant role in getting new people to apply for the entrepreneurial assistance program. Through adding a rating and recommendation section on Facebook, users can share their experience with others. If you look at the EAP page right now, you can already see that Sista’s Uplifting Sista’s is probably one of the most active -if not the

most active- user on the page where they share thoughts and ideas on a more frequent basis than all other users.

V. In what ways can we align the zones used as well as other promotional tools to support each other? Can we incorporate social reminders in advertising messages, in store displays, and other venues?

F) Social Media Activation Plan 1) How do we make the plan happen2) Who is responsible for each aspect of implementing the plan?3) What is the timing of the elements in the plan?4) What budget do we need to accomplish the objectives?5) How do we ensure that the plan is consistent with the organization’s overallmarketing plan and promotional plan

G) Manage and Measure

I. How do we measure the actual performance of the plan?i) Short-term Social Media Impact: To measure the impact of YouTube, the key metrics to examine are the number of views,

comments, and shares of each video.Twitter can be measured by the number of followers, mentions, and number of retweets

per posting. The EAP can use Twitalyzer to review metrics such as followers, mentions, retweets, and frequency of social interaction per follower.

Through Facebook the EAP can monitor how many likes and posts they have as well as comments and overall interaction. By clicking on “Insights” through the Admin Panel and finding the “Export Data” button, the EAP can download an excel spreadsheet of metrics about their Facebook page. The spreadsheet includes data about the number of fans reached, engaged fans, post consumer and post consumption, link clicks, and positive feedback. A post consumer is a user who clicks anywhere on your post, including links like comment, like, expand description, and so on. A post consumption is the click itself. There are more post consumption clicks than post consumer because consumers can make multiple clicks.

The key metrics for LinkedIn are the number of followers, referring traffic, LinkedIn group members, and LinkedIn discussions

ii) Long-term Social Media Impact: Look at Instagram and through annual check-ups, see how social media efforts are improving participant sign-ups.

H) Summary

The main goal through the Social Media Marketing Plan is to increase the quantity and quality of applicants through the platforms of Facebook, Twitter, Youtube, and Linked-In. We also encourage EAP to create a social media intern position in order to help with social media postings and maintenance. We think that through this marketing plan, EAP will be better able to utilize their current platforms and increase awareness.