SocialMediaMarketingPlanPreparedbyGinaNeace

7/24/16

Headquarters:Seattle,WA

blissfulbitesSocialMediaMarketingPlan 2

TableofContents

ExecutiveSummary 3

Overview 4

SocialMediaPresence 5

CompetitiveAnalysis 8

SWOTAnalysis

Goals 10

Strategies 11

TargetMarket 12

UserPersonas

Tools&Implementation 15

Monitoring&Optimizing 17

Budget&ROI 19

Appendix:WebsiteDesign 20

Wireframe&FinalWebsite

Appendix:Logo/NameResearchResults 22

blissfulbitesSocialMediaMarketingPlan 3

ExecutiveSummaryPlanningtheperfectparty,whetherit’sforwork,forafamilymemberoryourself,canbeahuge

undertaking.Youspendcountlesshoursresearchingwhatthethemeshouldbe,whatfoodtoserve,

whatdesserttoorderandwhatdecorationstouse.Youwanteveryonetohaveanamazingtime,

andwhenyoulookaroundandseeguestsdoingjustthat,youfeelasenseofaccomplishment,

reliefandpridethatyoupulleditoff.Frommomstoprofessionalpartyplannerstooffice

managers,thecollectivegroupofindividuals’lookingtohostapartybecomesahugeopportunity

forbusinesses.Sohowdoyou,asanewbusiness,goaboutreachingsuchavarietyoftarget

audiencememberswhenthereisalotofcompetitioninthemarketplace?

Theprimaryfocusofthissocialmediamarketingplanistooutlinehowsocialmediaplatformscan

cutthroughthenoiseandbeutilizedtodiscover,engagewith,attractandretainthesedifferent

targetaudiencemembersasblissfulbitescustomers.Basedonthoroughresearchofblissfulbites

currentsocialmediapresence,competitivelandscapeandtargetaudiencesegments;thisplan

outlinesthegoals,strategiesforattainingsaidgoals,aswellaswhichsocialmediatoolstoemploy

forsuccessfullyexecutingandmonitoringtheplan.

Socialmediagoalsforblissfulbitesinclude:

ü Strengthenblissfulbitesbrandawareness

ü Increaseblissfulbiteswebsitetrafficandsales

ü Buildlike/followerbasethroughengagementwithsocialmediacommunity

ü Optimizetoincreasetrafficandconversionstowebsite;increasingSEOranking

Strategiessuchaslistening,interacting,engaging,embracing,influencing,connectingand

contributingtothesocialwebwillbeemployedtohelpblissfulbitesachievetheabovegoals.

Additionally,thisplandescribeshowsocialmediaeffortswillbetracked,measuredandevaluated

toensureoptimalresults.

Adetailedbudgetoutlinestheout-of-pocketcostsforimplementingtheplanandconcludeswitha

returnoninvestmentanalysis.GinaNeace,ownerofblissfulbites,isresponsibleforpreparing,

executingandevaluatingallaspectsofthiscampaign.

blissfulbitesSocialMediaMarketingPlan 4

OverviewLocatedinSeattle,Washington,blissfulbitesisaboutiquecookieandicecreamsandwich

companyofferingsevendifferentkidsofclassiccookies,customsugarcookiesinany

shape/designandhomemadeicecreamsandwicheswithfiveicecreamoptions.

Inadditiontoworkingtowardsmakingtheworldalittlesweeterwithdelicioustreats,blissful

biteshelpstocombathunger,donatingaportionofallsalestoNorthwestHarvest.

Asanewlyfoundedcustomcookiebusiness,blissfulbitesfacesthechallengeofestablishinga

reputationinthemarketplaceamongthevastnoisethatisthecompetition.Inordertoachieve

this,itisvitalthatblissfulbitesmakeuseofsocialmediatoolstobolsterbrandawarenessand

growitscustomerbase.

Currently,customerscanonlyplaceordersonlinethroughblissfulbiteswebsite,makingiteven

morechallengingtobuildacustomerbaseasthereisnophysicalstoreforconsumerstostopby.

blissfulbitesSocialMediaMarketingPlan 5

SocialMediaPresenceCurrently,blissfulbites’socialmediapresenceissmallbutpositiveandslowlyincreasing.Withan

overallgoalofraisingawarenessaboutthebrandandgrowingthecurrentcustomerbase,blissful

bitesisemployingthefollowingsocialmediaplatforms:

Facebook:

Utilizedasthehubforallsocialmediainteraction,blissfulbites’Facebookpageislinkedtoits

TwitterandInstagramaccountsformaximumreach.Usingacasual,relatableandengagingvoice,

postsfocusoninteractingwithviewersbysharingwhatblissfulbitesisupto,askingquestionsand

providingexclusivedeals.

Asofmid-July,blissfulbites’Facebookpagehas79likes,100postengagementsand5website

clicks.

blissfulbitesSocialMediaMarketingPlan 6

Twitter:

Usingthesamecasual,relatableandengagingvoiceasFacebook,tweetsareposted1-2timersper

dayandfocusoninteractingwithviewersthroughinthemomentupdatesaboutwhatblissful

bitesisdoing,askingfollowersquestions,sharingpartyplanningtipsandprovidingexclusive

deals.

Presently,blissfulbiteshas6twitterfollowers.

blissfulbitesSocialMediaMarketingPlan 7

Instagram:

AddedinmidJulytoblissfulbites’socialmediaportfolio,Instagramisutilizedlessfrequentlythan

FacebookandTwitter.Postsareimagefocused,withtheintentofshowcasingthebreadthand

depthofdesignsthatcanbecreatedandbringingviewersintoblissfulbitesworld.

AsoflateJuly,blissfulbiteshas4followers.

blissfulbitesSocialMediaMarketingPlan 8

CompetitiveAnalysisPriortolaunching,similarcustomcookieandicecreamsandwichbusinessesintheSeattlearea

wereanalyzedtodeterminehowblissfulbitescoulddifferentiatethemselvesfromtheir

competitors.

Detailsaboutstorelocation,productssold,pricingaswellasadditionalofferingswereevaluated

forSweetThemesBakery,TheCookieFairy,ThumbprintsBakingCo.andSweetTreats.

blissfulbitesSocialMediaMarketingPlan 9

SWOTAnalysis:

Additionally,thebelowSWOTAnalysiswascompletedtobetterevaluateandidentifythe

strengthsandweaknessesofblissfulbitesaswellasthepotentialopportunitiesandthreatsthe

companymayface.

SWOTMatrixOptions:

S–OStrategy:Focusonopportunitieswithinthemarketplacethatcapitalizeonthestrengthsof

blissfulbites.

S–TStrategy:Identifywaysblissfulbitescanutilizeitsstrengthstoreducethreatsand

vulnerabilities.

W–OStrategy:Overcomeweaknessessoblissfulbitescanpursuitopportunities.

W–TStrategy:Createaprotectivestrategythatreducesthechancesofweaknessesbeing

capitalizedonbycompetitors.

blissfulbitesSocialMediaMarketingPlan 10

GoalsTakingtheabovecompetitiveandSWOTanalysisintoconsideration,asignificantopportunity

existsforblissfulbitestonotonlyattractbutalsoretaincustomersinthesocialmediaspace.

Thefollowinggoalswillultimatelyhelpblissfulbitesinachievingthis:

ü Strengthenblissfulbitesasabrandamongcoretargetaudiencemembersbyincreasing

brandawareness

ü Increaseblissfulbiteswebsitetrafficandsales

ü Organicallybuildlike/followerbaseonsocialmediaoutletsthroughengagementwith

socialmediacommunity:

o Reach250likesonFacebookinthenext6months;500likesinthenextyear

o Reach50followersonTwitter&Instagram(each)inthenext6months;100

followerseachinthenextyear

ü Continuouslyoptimizetoincreasetrafficandconversionstowebsite;increasingSEO

ranking

o Increasewebsiteconversionsby25%inthenext6months

blissfulbitesSocialMediaMarketingPlan 11

StrategiesBuildingoffoftheSWOTanalysisandmatrix(seepg.8),itisrecommendedthatblissfulbites

pursueanaggressiveS-Ostrategy,focusingeffortsonopportunitieswithinthemarketplacethat

reflectandcapitalizeonthestrengthsofthecompany.

Duetothevolatilitythatexistsonsocialmedia,tobestguideblissfulbitestosuccessthefollowing

strategieshavebeenestablished:

Listentowhatisbeingsaidonsocialmediaplatformsaboutblissfulbitesanditscompetitorsso

blissfulbitescanconstantlybelearninghowtoimproveandgrow.

ü Whoistalking?

ü Whatisbeingsaidaboutblissfulbites?

ü Whatisattractingconsumerstoblissfulbitesorcompetitors’brands?

ü What’sbeingsaidaboutcompetitors’brands?

InteractwithconsumersonFacebook,TwitterandInstagrambycontributingtotheconversation.

Beapproachable,accessibleandvisible.

Engagewithconsumersbynurturingtherelationshipsothattheynotonlybecomelifetime

customersbutbrandadvocatesthroughword-of-mothrecommendations.

Embracecustomersbycreatingavibrantandsafeonlinecommunitywheretheyfeellikethey

belong,aplacewheretheycannotonlyposequestionsandreceiveanswersbutaplacewhere

theycanprovidefeedbackandfeelheard.

Influencecustomersandpotentialcustomersbyofferingpromotionsandspecialpricingthrough

socialmediaplatforms.

Connectwithcustomersbyencouragingfeedbackandrespondingtoquestions.

Contributeandgivebacktothecommunity.EducateconsumersaboutNorthwestHarvestandthe

donationsthataremadewitheachorder.

blissfulbitesSocialMediaMarketingPlan 12

TargetMarketToday’sconsumersarenotonlyproductsavvy,buttheyarebusy,engagedindividualswhofeel

empoweredbysocialmediatoeducatethemselvesonproductinformationandholdmerchants

accountableforcustomerservice.

Tobetterfocusblissfulbites’socialmediaefforts,threedifferentcustomerpersonashavebeen

identifiedastheprimarytargetaudiences.

Persona1:On-The-Go,EngagedMoms

blissfulbitesSocialMediaMarketingPlan 13

Persona2:EventPlanningExtraordinaire

blissfulbitesSocialMediaMarketingPlan 14

Persona3:OfficeManagingGuru

blissfulbitesSocialMediaMarketingPlan 15

Tools&ImplementationWhileeachoftheabovetargetaudiencesareuniquelydifferent,onecommonelementisthatall

areextremelybusyandonthego,makingtheirmobiledevicesanessentialpartoftheirdayand

theirlife.Inprioritizingwhichsocialmediaplatformstouse,utilizingsitesthataremobilefirstis

vital.

Withthisinmind,inanefforttobestreachtheseaudiencesandachievethegoalsthathavebeen

setforth,blissfulbiteswillfocuseffortsonthefollowingtopsocialmediaplatforms:

Facebook:

Withanaverageof1.09billiondailyactiveusers,54%ofwhichareexclusivelyaccessingviatheir

mobiledevice1,Facebookisthemostpopularsocialnetworksiteintheworld.Aplacewhere

peoplecanexchangemessagesandshareposts,photosandvideos,Facebookhasbuiltaplatform

wherepeoplecaninteractandconnect.

Facebookwillprimarilybeusedtobuildrelationshipswithconsumers/followersandbrand

awareness.

ü Post5piecesofcontentaweekwithnomorethan20%ofpostsfocusingonselling

ü PostmonthlytotalamountdonatedtoNorthwestHarvestattheendofeachmonth,

thankingconsumersfortheirbusiness

ü Promoteupcomingevents

ü Respondtoandsolicitfeedbackfromconsumers

ü LinktoTwitteraccountsocontentcanbesharedacrossplatforms

Twitter:

The3rdmostpopularsocialnetworkingsite4,Twitterhasroughly310millionmonthlyactive

users2,83%ofwhichareactiveviatheirmobiledevice.Witha140-characterlimit,Twitterallows

userstoreachalargeaudiencewithsuccinctmessages.

Twitterwillprimarilybeusedtobuildrelationships.

ü Respondtoallquestions,commentsand/orconcernswithin24hours

ü Tweetnolessthan5timesperweekwithnomorethan20%ofpostsbeingproductrelated

blissfulbitesSocialMediaMarketingPlan 16

ü Use#blissfulbitesandotherappropriatehashtagsfrequently

ü Useshortenedlinks(bitly)tosharearticles,partyrelatedwebsites,andblogposts

ü Promoteupcomingevents

ü LinktoFacebookaccounttocontentcanbesharedacrossplatforms

ü Followsimilarbusinesses,localbusinessesandthosethatfollowblissfulbites

Instagram:

Currentlyrankedat8thformostpopularsocialnetworkingsites,Instagram,amobile-first

platform,hasmorethan300milliondailyusers3.Withafocusonimages,Instagramallowsbrands

tovisuallyportraythemselves,allowingviewerstoimmediatelystepintotheir(brands)world.

Instagramwillprimarilybeusedtoengagewithfollowers,buildingbrandreputationand

awareness.

ü Postnolessthan3timesaweek

ü Postcontentthatgivesfollowersapeekbehindthecurtainandalookintomy(blissfulbites

owner)life

ü LinktoFacebookaccountsocontentcanbesharedacrossplatforms

Blog:

Bloggingwillallowblissfulbitestheabilityengagewithpotentialandexistingcustomersina

longerforum;developingdeepercustomerrelationships.

ü Postnolessthan3timespermonth

ü Postcontentthatpositionsblissfulbitesasaleaderintheindustry

ü IncreaseSEOthroughtheuseofkeywords

ü Drivetraffictowebsite

1.http://venturebeat.com/2016/04/27/facebook-passes-1-65-billion-monthly-active-users-54-access-the-service-only-on-mobile/

2.https://about.twitter.com/company

3.http://blog.instagram.com/post/146255204757/160621-news

4.http://www.ebizmba.com/articles/social-networking-websites

blissfulbitesSocialMediaMarketingPlan 17

Monitoring&OptimizingThefollowinganalyticstoolswillbeutilizedtotrackandmonitorengagement,ensuringthat

blissfulbitesispacingtowardsachievingitsgoals:

FacebookInsights:

Unlockedoncepagereaches30likes,FacebookInsightsgivesblissfulbitestheabilitytotrackthe

followinginrealtime:

ü Actionsonpage

ü Pageviews

ü Pagelikes

ü Reach

ü Postengagement(clicks,reactions,comments,shares)

TwitterAnalytics:

UtilizingTwitteranalytics,blissfulbiteswillbeabletotrackthefollowinginrealtime:

ü Impressions

ü Profilevisits

ü Followers

ü Tweetengagement(clicks,retweets,likes,replies

ü Engagementrate

InstagramInsights:

Uponreaching100followers,blissfulbiteswillbeabletotrackthefollowingwithinInstagram

Insights:

ü Impressions

ü Reach

ü WebsiteClicks

ü Followers

ü Likes

ü Toppostinsights

blissfulbitesSocialMediaMarketingPlan 18

GoogleAnalytics:

Togainbetterinsightsintowebsitetraffic,GoogleAnalyticswillbeutilizedtotrackthefollowing:

ü Pageviews

ü Timespent

ü Bouncerate

ü Conversion

ü Audience

ü Behavior/Howviewersarefindingwebsite(searchwordsused)

Evaluation:

Eachoftheseplatformswillbeevaluatedonaweeklybasissothatoptimizationscanbemade

accordingly.

Largerquarterlyanalyseswillbecompiledtoensurethatblissfulbitesistrackingtowards

reachingitsgoalswithaYOY(yearoveryear)analysisbeingcompletedinJuly2017toevaluate

thecampaigninitsentirety.

Optimizations(Tuning):

InefficientcontentandkeywordswillbeoptimizedtowardstopperformerstoimproveCTR(click

throughrate)andensuresuccesswithineachsocialmediaplatformandthecampaignasawhole.

blissfulbitesSocialMediaMarketingPlan 19

Budget&ROI

Budget:

Allcontentcreationandmonitoringwillbedonein-house,loweringthetotalexpensesforthis

campaign.

Below,pleasefindabudgetbreakoutforthe2016fiscalyear(July2016–July2017):

WixPremium-customURL&GoogleAnalytics $240GoogleAdWords $2,600Facebook&TwitterAds/Boosts $400Equipment(Computer,Camera,Software,etc.) $2,000TotalBudget $5,000

ROI:

Duetothemajorityofblissfulbitesgoalsnotbeingconnectedtosales,standardROIanalysiswill

belimitedtothetotalinsalesattheendofthefiscalyear.

Toachievea30%ROI,roughly100dozencookieswillneedtobesold.

Tomeasurethelong-termimpactofthesocialmediamarketingplanonconsumers,ProxyROIs

willbeusedtomeasurebrandawareness,customersatisfactionandengagementinadditionto

theevaluationofwhetherKPIsgoalsweremetornot.

blissfulbitesSocialMediaMarketingPlan 20

Appendix:WebsiteDesignWebsitedesignforblissfulbitesfocusedoncreatingaclean,allencompassingandeasilynavigable

websitethatwouldappealtoawidevarietyofpeople.

Wireframe:

blissfulbitesSocialMediaMarketingPlan 21

FinalWebsite:http://gndewey.wix.com/blissfulbites

blissfulbitesSocialMediaMarketingPlan 22

Appendix:Logo/NameResearchResults

blissfulbitesSocialMediaMarketingPlan 23

blissfulbitesSocialMediaMarketingPlan 24