A detailed plan for Hootsuite to apply unexplored B2B strategies.

1. Hootsuite
Marketing Plan
Angela Urizar Finn Pardon Jasveen Kaur Tarenjit Singh
Shakun Jain
BUS 233 Section 1
May 20th, 2021

2. Table of Contents
05 06
03
04
01 02
Staffing and
Execution Plan Budget
This Year’s
Program
Technology
Company
Situational
Analysis
09
07 08 Conclusion
Profit Projection
Evaluation and
Measuring

3. Company

4. - Hootsuite Media Inc. is a social media
marketing and management dashboard
established in 2008 by Ryan Holmes
- This dashboard offers their customers the ability
to update their social networks, manage each of
their platforms, and track their campaign results
Company Description

5. Company Goals
Mission
To Champion the Power
of Human Connection
Goals
To help people connect of
social media and do
amazing things together
Core Strength
Achieve their mission and
goals by connecting
people within the same
living community, work
teams, and brands they
love.
02 03
01

6. Situational
Analysis

7. SWOT
Analysis

8. Company SWOT Analysis
Strengths
- Partnership with
Brandwatch
- Supplier relations
Weaknesses
- Hard to use platform
- Marked as free but those
services are limited
Opportunities
- Social media and platform
certification course
- New market: S&M firms
Threats
- Cyber Threats
- Competition

9. Strengths
● Popularity
● Price
● Updates
Weaknesses
● No free trial
● Lacks tutorials
● Lacks features
Opportunities
● Larger file size
● Predictive text Threats
● Cyber Security
● Competition
Competitor SWOT Analysis (Later)

10. Target Market

11. Product /
Service

12. -Dashboard that lets you do everything from posts to analyzing social media trends on one platform for multiple
social media platforms (instagram, twitter, facebook, linkedin, youtube, and pinterest).
-Additional features include publishing, engaging, monitoring, advertising, and analyzing.
-They also offer add-on product features such as ads, amplify, impact, insights, mobile apps, and sparkcentral
-Overall, the dashboard plays the role of a marketing manager
Product / Service

13. Pricing

14. -Offer 30 day trials before buying a plan
-Professional Plan: $49
-one user, 10 social accounts, unlimited scheduled posts, and access to all messages in one inbox
-Team Plan: $129
-3 users, 20 social accounts, unlimited schedule posts, and access to all messages in one inbox
-Business Plan: $599
-5+ users, 35 social media accounts, unlimited scheduled posts, and access to all messages in one inbox
-Enterprise Account: Varies
-unlimited users, 50 social accounts, unlimited scheduled posts, and access to all messages in one inbox
Pricing

15. Go-to Market
Strategy

16. ● Hootsuite wants to become the one stop shop providing everything through their social media platform.
● Needs to improve its UX, and incorporate new features to truly become a one stop shop
Such improvements to “stories”
● Launch marketing campaign targeting small and medium businesses
Provide success stories and stress the ease of use with the new updates
Go-to-Market Strategy

17. Technology

18. Social Listening &
Analytics
Optimize
communications
strategy
Review
Management
Get ratings and brand
value
Security & Compliance
Protect investments
and assets
Content Curation
Discover authentic
and immersive
content
Marketing automation
and CRM
Integrate social and
marketing
Technology

19. Product
Positioning and
Messaging

20. Product
Positioning
and
Messaging
Features
All-in-one dashboard:
- Publishing
- Engaging
- Monitoring
- Advertising
- Analyzing
Benefits
Time efficiency:
- Manage multiple
social media
accounts
- Schedule in advance
Differentiation
Content library functionality
Advantages
- User friendly
- Easy interface

21. This Year’s
Program

22. This Year’s Programs
Brand Awareness
Hootsuite offers:
- High quality services
to multiple users.
- Easy user interface.
- Expertise and
collaborative insight.
Hootsuite has multiple
social media accounts.
Demand Generation
Easy-to-use website and
mobile application.
Contest: The Very Big
Social Makeover for Small
Business
Organizational
Enablement
Creative Services:
- Hootsuite Blog
- Hootsuite Academy
- Resources Library:
○ Case studies
○ Reports
○ Tool kits
○ Webinars

23. Staffing and
Execution Plan

24. First Quarter Second Quarter Third Quarter
Remodel UX
Conduct hiring to support
existing UX staff and begin
the UX process
Conduct testing and finalize
improved interface
Launch and provide support
New Features
Announce and assign
project to backend staff
Conduct testing and finalize
improved interface
Launch and provide support
Marketing
- Observe market and its
trends
- Conduct Primary and
Observe secondary Data
Send out emails to paying
customers informing them
of what Hootsuite is working
on
Begin campaign targeting
small and medium sized
businesses
Staffing and Execution Plan

25. Budget

26. 40%
60%
Revenue
Projected to increase to
approximately 90%
since the pandemic
Expenses
Employees /
Administration. No Start-
up costs, shipping costs,
physical product cost.
Budget
-Based on the graph above, we can conclude that there will be a large
profit
Profit Projection

27. Evaluation and
Measuring

28. Evaluation/Measuring
Sales
- Monitor/ record
data
- See if there is an
increase in leads
Marketing
- Click through rate
Financial
- ROI
- Company revenue
Business
- Have a study group
to test
- Observe markets
response

29. Conclusion

30. Hootsuite needs to listen to the need and wants of consumers, better design and
easy to use software
What we would do differently:
- Had more time to do proper market research on trends
- Conducted more primary data- surveys, interviews, etc.
- Obtained more secondary data
Conclusion

31. Thank You!