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Social Media Marketing Plan

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Social Media Marketing Plan

  1. 1. COMPANY INFO Alternative Solutions is a family-owned-and- operated non-franchised company located in Colorado Springs, Colorado. They have more than 20 years of experience and have been in operation since 1997. Alternative Resurfacing Company is the only company that offers resurfacing and acrylic bath systems in Colorado Springs and the surrounding area. The technicians go through an intensive 3-month course prior to providing services and the installers are fully qualified. Source: http://alternativeresurfacing.com/about-us.html
  2. 2. TARGET MARKET There are two main markets for Alternative Resurfacing. The first is homeowners that are looking to remodel their own homes either for personal use or to prepare for sale or rent. The second is property management companies that need a company for remodels and repairs on their units/properties.
  3. 3. BUYER PERSONA 1 Homeowner Customer Profile
  4. 4. BUYER PERSONA 2 Property Management Customer Profile
  5. 5. PRIMARY GOAL The primary goal for this social media campaign is to build brand awareness. The company has been in business since 1997 but has a very low to almost non-existent social media presence. Photo by Austin Chan on Unsplash
  6. 6. SECONDARY GOAL The secondary goal for this social media campaign is to create social proof and credibility. Photo by Sara Kurfeß on Unsplash
  7. 7. SOCIAL MEDIA GOALS The combination of the two goals will lead to more engagement with the community and the company’s followers/customers in general. The company’s target market tends to look to the internet for confirmation on making the best choice in companies and products. They also look to family and friends as well as other professionals for their experiences.
  8. 8. CALL TO ACTIONS For Facebook and Instagram, the secondary CTA is to like/share/ comment on the posts. For Pinterest, the secondary CTA will be to save the pin to their own board, comment, or add a photo if they also tried the pin. The call to actions (CTA) will be two-fold. The primary CTA will be to like/follow the page. Photo by Javier Peñas on Unsplash Photo by NeONBRAND on Unsplash
  9. 9. SOCIAL MEDIA CHANNELS Alternative Resurfacing already has a Facebook page, but it is being underused and is not being optimized. The second channel will be Instagram. As Instagram is owned by Facebook and is image-centric it is the perfect partner for the Facebook channel. Content can be repurposed/shared from one channel to the next to help promote the services and products being offered by the company. The third channel will be Pinterest. Since most consumers looking to resurface, reface, or remodel their home look for images to decide on the product, look, colors, and themes they want these three channels are the perfect choices to build the brand awareness and create the social proof/credibility that Alternative Resurfacing is looking for.
  10. 10. METRICS To measure the success of the campaign, we will be looking at the growth of followers on each channel. Also, with the post we will be looking at views, likes, comments, shares, and saves. Measuring followers is the best way to determine if the brand is being accepted by new consumers. It does not mean every new follower will higher the company, but it does show acceptance of the company as a trusted brand. For the post, we need to see activity from the followers to foster a relationship between the company and its consumers. Views will show us the reach of the posts. Likes, shares, and saves help will determine if there is interest in the content being shared. Comments will help in fostering the relationship with the consumers and helping them to feel appreciated and heard.
  11. 11. COMPETITION Miracle Method Get A Grip
  12. 12. MIRACLE METHOD Facebook Pinterest YouTube Twitter
  13. 13. FACEBOOK CONTENT Miracle Method uses image and text based posts that are typically anywhere from 1 to 3 days apart on average. They have 898 followers yet there post consistently have no likes or comments. They have one video that is 9 seconds long and has 18.3k views to date.
  14. 14. Facebook
  15. 15. PINTEREST CONTENT Miracle Method uses before and after images for the majority of pins, although there are also customer appreciation/thank you posts There is also an occasional post like the cleaning checklist Text is included with pins once you click on them, all with a link back to the company’s webpage They have 7 boards with 929 pins and a combined 17,724 followers They have 161.4k monthly viewers
  16. 16. Pinterest
  17. 17. GET A GRIP Google+ Facebook Yelp Instagram YouTube
  18. 18. FACEBOOK CONTENT Get A Grip uses image and text based posts around 10X a month on average. They have 46 followers and consistently have around 6-12 likes and shares. That’s a consistent 13% to 26% engagement rate vs Miracle Methods 0%.
  19. 19. INSTAGRAM CONTENT Get A Grip uses community engaging posts, with inspirational quotes, holiday inspired content as well as before and after images There majority of the posts seemed to be about company events or community concerns and involvement Most of the text is short and has different hashtags including the company business hashtags The are 220 post, 168 followers and the company is following 341 others
  20. 20. Instagram
  21. 21. SUCCESSFUL FACEBOOK CAMPAIGNS Grammarly did an amazing campaign is 2018 for branding. The used story telling as their campaign angle. They used a short video with the message to “write the future”. They also included a link to a Forbes review in the description link. The campaign reached over 5 million people. Source: 5 Top Facebook Ad Campaigns to Boost Your Results in 2019
  22. 22. SUCCESSFUL FACEBOOK CAMPAIGNS Promo by Slidely ran a campaign to get sign-ups for a trial. They used a cute 12 second video of a kid dancing on a track to showcase being able to make your own marketing videos. They included ad text that caught the viewers attention and drew them in with curiosity and blew them away with the attached video. Source: 5 Top Facebook Ad Campaigns to Boost Your Results in 2019
  23. 23. SUCCESSFUL INSTAGRAM CAMPAIGNS DJI (Dà-Jiāng Innovations) ran a campaign to promote one of their drones. They formed a partnership with multiple Instagram filmmakers to create a wealth of UGC. Source: The 15 Best Instagram Marketing Campaigns of 2017
  24. 24. SUCCESSFUL INSTAGRAM CAMPAIGNS One of the different tactics that Orangetheory uses in their Instagram marketing campaigns is user testimonials. By including these user generated pieces of content the brand helps build its credibility (social proof). Source: The 15 Best Instagram Marketing Campaigns of 2017
  25. 25. SUCCESSFUL PINTEREST CAMPAIGNS Honda ran a Pinterest campaign called #Pintermission: a 24-hour break from Pinterest. They gave each of the 5 influencers $500 and challenged them to do some of the things they had been pinning. It cost the company $2500 and an enormous amount of UGC. The Best Pinterest Marketing Campaigns and Why The Work
  26. 26. SUCCESSFUL PINTEREST CAMPAIGNS IKEA is a perfect example of successfully using Pinterest. One of the campaigns they ran included targeting millennials since 50% use Pinterest. They ran the campaign during the time college students would be starting or returning to school and focused on items that would interest these students. The campaign included terms such as “dorm ideas” and “dorm room organization”. 3 Examples of Successful Pinterest Campaigns
  27. 27. INSTAGRAM CONTENT With Facebook owning Instagram, that is the best place to start. The content will include: Events involving the local community Posts that customers would like to share of their experience Images of the workers on and off the job Information about the products/processes being used, especially those that promote being green Post should be 2 to 3 times a week to promote jobs that have been completed as well as the above content. Hashtags to be used will be generated not only around the business name but also surrounding local/global issues (I.E. #socialdistancing). Also the company can include hashtags around its green footprint The CTAs will be to promote brand recognition and encourage fan involvement such as liking/following/sharing/ commenting. For the metrics, the measuring of the growth of followers is pertinent to the goal of brand recognition. It will also be important to watch the amount of engagement from the followers such as views vs likes and shares, and comments.
  28. 28. FACEBOOK CONTENT The biggest difference between the Instagram feed and the Facebook page will be that Instagram will be more image based. Facebook will include more text around the posts and a bigger attempt at community involvement through direct dialog with the fans/followers The content will include: Events involving the local community Posts that customers would like to share of their experience Images of the workers on and off the job Information about the products/processes being used, especially those that promote being green Videos with the owner and workers answering FAQs and discussing topics they think are important to their consumers Post should be 2 to 3 times a week to promote jobs that have been completed as well as the above content. (Right now they have posted 7 times since January 2018) Hashtags to be used will be generated not only around the business name but also surrounding local/global issues (I.E. #socialdistancing). Also the company can include hashtags around its green footprint The CTAs will be to promote brand recognition and encourage fan involvement such as liking/following/ sharing/commenting. For the metrics, the measuring of the growth of followers is pertinent to the goal of brand recognition. It will also be important to watch the amount of engagement from the followers such as views vs likes and shares, and comments.
  29. 29. PINTEREST CONTENT The content will include: Events important to the followers such as holidays, local events/issues Images of the workers on and off the job Before and after images of work completed Images that offer decorating options for different looks the company has created Information about the products/processes being used, especially those that promote being green Videos with the owner and workers answering FAQs and discussing topics they think are important to their consumers Post should be 2 to 3 times a week to promote jobs that have been completed as well as the above content. Hashtags to be used will be generated not only around the business name but also surrounding local/global issues (I.E. #socialdistancing). Also the company can include hashtags around its green footprint The CTAs will be to promote brand recognition and encourage fan involvement such as liking/following/sharing/ commenting. For the metrics, the measuring of the growth of followers is pertinent to the goal of brand recognition. It will also
  30. 30. CROSS-PROMOTION With Pinterest a lot of the cross-promotion will mirror that of Miracle Method in the sense of including links back to the main webpage and to the other social media channels asking the viewer to check out our other two pages and follow along for additional content. For Instagram we can cross-promote getting additional information about different posts (like additional text content) by visiting Facebook or to go to Pinterest for more images. For Facebook, some of the posts will be shares from Instagram which will include an automatic link back to the Instagram page. The same can go with sharing Pinterest posts as they too will include links directly to the company page.
  31. 31. INFLUENCERS Sherry and John are a couple who created a blog in 2007 and are now a sharing their love for remodeling, DIY, and more. They have blogs, podcasts, books, and even merchandise in stores like Home Depot, Wayfair, and Target. They would be an ideal choice to promote resurfacing and refacing as a less expensive and environmentally safe alternative in some of their future remodels. Their compensation can be having a project completed by Alternative Solutions in return for blogging about the experience and the products/ process itself. Just the promotion of resurfacing itself would be huge win to show consumers the benefits of this green option. They have 186+k Facebook followers, 28.7K Twitter followers, 318K Instagram followers, and 1.3 million followers with 10+million monthly viewers on Pinterest. Source: Young House Love
  32. 32. INFLUENCERS April Wilker is the creator of Wilker Do’s. She is a true DIYer. She has been running her blog since early 2013 and boast about how much of her home is filled with her own creations. She taught herself how to use what she could to create her own projects instead of buying them. Years later she is now wiring blogs and making videos to help others like herself fulfill their desire to be self-sufficient around their homes and lives. As a true DIYer she is a perfect example of not just going out and buying all brand new stuff. Resurfacing is all about reusing what you already have and giving it a new look. Alternative Solutions could do well to invite April to a local event showcasing how to build things around your home and then using the resurfacing process from Alternative to give it a store bought look. This would work especially well when building something from repurposed materials. April would be financially compensated for her time as well as free meals and lodging while in town for the event. They have 73+k Facebook followers, 1.18 million YouTube subscribers, 229K Instagram followers, 8.8k followers with 1.9 million monthly viewers on Pinterest, and 139 patrons on Patreon. Source: Wilkerdos.com
  33. 33. AMPLIFICATION Partnering with influencers like April Wilker and John & Sherry will help to build on the DIYer consumers that are always looking for different and simpler way to get things done. There is also the concept of videos with things like the process used to create the projects as well as the owner and employees discussing FAQs. Also, the posts can start including links to blogs from the main website covering topics like why resurfacing and refacing are eco-friendly and why that is important to the company. Alternative can also blog about events and jobs in the local area.
  34. 34. SOCIAL MEDIA CALENDAR May 1st 2020 to May 16th 2020
  35. 35. SOCIAL MEDIA CALENDAR May 17th 2020 to May 31st 2020
  36. 36. FACEBOOK POSTS This posts shows before and after images of a cabinet refacing. It is a direct visualization of how much of a change a customer can get without having to gut the kitchen and buy completely new cabinets. Full Size Image Actual Facebook Post
  37. 37. FACEBOOK POSTS This posts is an example of how resurfacing a shower can completely change the look and feel of the room. It also showcases in the text that it is an eco-friendly option.
  38. 38. INSTAGRAM POSTS This posts shows the companies involvement in local business events. It expresses community involvement.
  39. 39. INSTAGRAM POSTS This posts shows a variety of different countertop looks that the company can create again stressing the eco-friendly to reach out to the environmentally friendly consumers.
  40. 40. PINTEREST POSTS This posts shows a variety of different resurfacing looks that the company can create. It is visually pleasing and lets the consumer know about the reduced waste for this process as well as the CTA with the main website.
  41. 41. PINTEREST POSTS This posts lists 5 reasons for why refacing your kitchen cabinets is better than replacing them. The reasons are in the image as well as the accompanying text along with the CTA with the main website.
  42. 42. FACEBOOK BUDGET & AD COPY
  43. 43. PINTEREST BUDGET & AD COPY
  44. 44. PINTEREST BUDGET & AD COPY

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