7-2 Final Project Social Media Marketing Plan

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Southern New Hampshire University *

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Feb 20, 2024

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7-2 Final Project Submission: Social Media Marketing Plan Cason Gochee Professor Jernigan December 10, 2023

SNHU Pet Supply, a well-established pet store, offers a wide range of supplies, toys, and nourishment for our beloved four-legged companions. Notably, our stores have introduced an all- natural pet food collection for dogs and cats. With this new addition, SNHU Pet Supply aims to expand its brand recognition and boost online sales. The existing messaging approach primarily focuses on local customers visiting our retail stores. SNHU Pet Supply is determined to expand its online customer base. To achieve this, the store has employed in-store promotions, direct mail campaigns within a 2—mile radius of our pet supply outlets, coupons, and social media marketing. Additionally, online marketing efforts have included banner ads on pet-related websites and blogs, as well as engagement on Facebook and Instagram. SNHU Pet Supply has leveraged Facebook, Instagram, and their website as online marketing platforms. Furthermore, the business has taken the initiative to employ paid advertising on Facebook. By disseminating information about the new food line across both Facebook and Instagram, they effectively raise awareness about the brand and their product line. One noteworthy advantage of both these social media platforms is their inclusion of clickable links. Whether embedded in a post or a story, these links enable the pet supply store to direct its target audience to their website. Additionally, these platforms offer the valuable capability of tracking engagement. To my knowledge, I am not aware of an effective method for monitoring the efficacy of non-online marketing. Both Facebook and Instagram provide comprehensive tracking of various forms of engagement, including comments, shares, likes, clicks, and follows. This analytical capability proves extremely beneficial as it enables SNHU Pet Supply to assess their progress, identify areas of strength, and pinpoint weaknesses.

Engagement metrics encompass activities such as comments, likes, shares, follows, and clicks, which prove invaluable in providing SNHU Pet Supply with insights into their progress and areas of strength and vulnerability. After dedicating time to scrutinizing the pet supply store’s social media data, I have identified several weaknesses in their marketing strategy. In reviewing the Facebook data, a conspicuous decline emerged in post engagements and reach. Notably, there was a 47% decrease in reach and a 73% decrease in post engagements. A comparison of the most reach Facebook posts revealed that the current audience exhibits the least interest in informational content, whereas content featuring cute and humorous elements, including videos, elicits a more favorable response. Furthermore, it is noted that SNHU Pet Supply has been posting only twice a week, which I perceive as another area of vulnerability. Given the current objective of raising awareness about the new food line, the limited frequency of posts may be impeding the expansion of their reach. It has become apparent that SNHU Pet Supply faces a challenge in determining the most effective content to share to Facebook and Instagram. However, I am optimistic about the business’s potential for success despite these identified weaknesses. SNHU Pet Supply presently leverages Facebook and Instagram as key components of its social media marketing strategy. Opting for these platforms is unsurprising given their immense user bases, with millions of individuals actively engaged. What distinguishes these choices is the distinct demographic makeup of each platform. Facebook caters to users spanning various age groups, encompassing a significant number of older individuals. In contrast, Instagram primarily attracts millennials. This strategic selection enables SNHU Pet Supply to connect with a diverse audience, fostering widespread brand recognition. Instagram, in particular, stands out for its unique

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shopping feature, allowing consumers to seamlessly purchase their preferred products directly from the brand’s profile. This streamlined shopping experience not only enhances consumer convenience but also contributes to a potential surge in sales for the brand. Moreover, both platforms offer robust analytic tools that empower brands to assess their performance comprehensively. These analytics encompass diverse metrics, including consumer demographics, top-performing content, and fluctuations in likes and followers. Such data-driven insights enable SNHU Pet Supply to gauge the effectiveness of its social media efforts and refine its strategy for optimal results. Initially, SNHU concentrated its marketing efforts on attracting local customers to boost foot traffic in their retail stores. However, the company is presently in the process of redefining its marking strategy, placing a greater emphasis on online channels. The primary objective is to enhance brand awareness, particularly with the launch of their latest product. Facebook and Instagram play pivotal roles in this revised approach, offering avenues not only to broaden brand recognition but also to drive up sales revenue. SNHU has embarked on a dual strategy involving both paid and organic promotions on Facebook, complemented by organic promotions on Instagram. Analyzing metrics serves as a valuable tool for guiding a company’s decisions in the realm of social media marketing. These metrics offer insights into the effectiveness of various strategies, pinpointing successes and areas for improvement. Brands gain visibility into the engagement and reach of specific content, facilitating informed decision on future posts. Additionally, demographic data allows brands to tailor content and advertisement to their primary audience. Metrics also unveil important information, such as the number of lost followers, decreased engagement, and the content associated with these declines. This data

empowers brands to refine and enhance their marketing efforts. For instance, if Facebook reaches 6,000 people, even with a 47% decrease, it still surpasses Instagram’s reach of 2,234. Analyzing this data prompts brands to devise strategies to bolster Instagram’s marketing reach, potentially through a combination of paid and organic promotions similar to the successful approach on Facebook. This suggests that the efficacy of Facebook’s dual strategy outperforms Instagram’s reliance solely on organic promotions. The brand’s social media strategy displayed notable successes and challenges. On Facebook, there was a 25% increase in total page views, reaching 8-, and a 100% increase in video views, totaling 5. The last 5 posts reached 14,000 people, and a cost-per-click advertisement achieved an impressive reach of 76,205 with 500 clicked links. However, Facebook also saw a 46% decrease in page likes, a 47% decrease in people reached, and a substantial 73% decrease in post engagements, particularly noticeable with lengthy articles. Instagram experienced a 346-impression increase, reaching 10,657 for the week. However, it faced challenges with 2,234 individuals reached and only 6 clicks to its website, falling behind Facebook’s performance. Overall, while certain aspects of the strategy were successful, there were significant declines in key metrics, necessitating a closer examination of content and engagement strategies. SNHU Pet Supply currently focuses its online marketing strategy on Facebook and Instagram, overlooking potential opportunities on other social media platforms like Twitter, TikTok, YouTube, and Pinterest. Considering the diverse audience on these platforms, such as older generations on Facebook, Pinterest, and YouTube, and younger demographics on Instagram, TikTok, and Twitter, could significantly broaden brand awareness across age groups. Each platform’s unique features, like likes on Facebook, hashtags on Twitter, pictures on

Instagram, and short videos on TikTok, enables the creation of varied and engaging content. Expanding to multiple platforms also enhances customer service accessibility, allowing consumers to reach out with questions or concerns. Lastly, maintaining a presence on various platforms increases the brand’s visibility on search engines, contributing to heightened brand awareness and potential sale avenues. SNHU Pet Supply has the opportunity to enhance its organic content creation by consistently sharing informative and captivating videos covering topics like pet care, product demonstrations, and customer testimonials. To broaden the reach, paid content can be employed to promote specific videos and run targeted advertisements (Kuligowski, 2023). In the realm of Pinterest, organic content, expressed through pins, plays a pivotal role. SNHU Pet Supply can craft top-notch pins embedded with relevant keywords and hashtags to augment organic visibility. Supplementing this with paid content, such as promoted pins or shopping ads, can effectively boost visibility and channel traffic to the website for specific products or promotions (Pinterest, n.d.). TikTok, a platform heavily reliant on organic and user-generated content, provides an opportunity for SNHU Pet Supply to create entertaining videos with minimal dependence on paid content. Nonetheless, strategic use of paid features, such as sponsored posts or influencer partnerships, can be harnessed to strategically amplify reach and engagement within the target audience (TikTok For Business, 2023). YouTube Metrics: - Views serve as a measure of the video content's reach and engagement. A higher view count signifies increased visibility and the potential for broader brand exposure (Newberry, 2023).

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- Likes, comments, and shares provide insights into the level of audience interaction and interest in the video content. Elevated engagement signals a more favorable response from the audience (2023). - Click-through rate (CTR) gauges the percentage of viewers who clicked on a link in the video description or annotations, directing them to the website. A higher CTR suggests an effective call-to-action and audience interest in delving deeper into the brand's products or services (2023). Pinterest Metrics: - Impressions quantify the frequency with which a pin is displayed to users. Increased impressions signify a broader reach and the potential for expanded brand exposure (Newberry, 2023). - Clicks gauge the number of times users clicked on a pin, directing traffic to the website. A higher click count indicates heightened engagement and interest in the brand’s products or content (2023). - Saves measure the instances when users save a pin to their boards, reflecting interest in the content and the potential for heightened visibility (2023). TikTok Metrics: - Views quantify the frequency with which a video is watched by users. Elevated views suggest increased visibility and the potential for broader brand exposure (Newberry, 2023). - Likes, comments, and shares provide insights into the degree of audience interaction and interest in the video content. Greater engagement signifies a more positive response from the audience. This social media marketing approach on YouTube, Pinterest, and TikTok complements the overarching strategy on Facebook and Instagram by capitalizing on the distinctive features

and demographics of each platform to achieve specific marketing objectives. These goals include engaging with the target audience, especially younger pet owners, promoting products, and directing traffic to the website. For instance, SNHU Pet Supply has effectively used Facebook to promote updates, products, and interact with customers through comments and messages. This successful strategy can be extended to TikTok, Pinterest, and YouTube. YouTube and TikTok serve as platforms for creating informative videos related to pet care and product demonstrations while showcasing and promoting products. SNHU Pet Supply can include links to its Facebook and Instagram pages in the video descriptions. For example, a Facebook post announcing product availability at Petco can be transformed into a YouTube and TikTok video, featuring pets sampling the new food line at Petco. Pinterest, on the other hand, can be utilized to craft posts highlighting pet products and care tips, with these boards linking back to SNHU Pet Supply’s website, thereby driving traffic and potentially leading to sales. Furthermore, SNHU Pet Supply can explore collaborations with influencers or partners to generate branded content on Pinterest, thereby increasing exposure and engagement among Pinterest users. Additionally, creating Pinterest boards showcasing pet-friendly activities in specific cities can further enhance the brand's online presence. By strategically leveraging these social media platforms, SNHU Pet Supply can diversify its content, reach a broader audience, and simultaneously align with its overarching marketing goals of building brand awareness, increasing website traffic, and fostering customer engagement.

Works Cited “10 Unexpected Ways Facebook Is Good for Your Business.” Business News Daily , https://www.businessnewsdaily.com/2534-facebook-benefits.html. Accessed 10 Dec. 2023. “How to Grow Your Audience & Make Money on Pinterest | Pinterest Creators.” Pinterest , https://creators.pinterest.com/grow-and-succeed/. Accessed 10 Dec. 2023. “How to Use TikTok for Business - Businessnewsdaily.Com.” Business News Daily , https://www.businessnewsdaily.com/12020-tiktok-business-features.html. Accessed 10 Dec. 2023. “How to Use YouTube for Small Business.” Business News Daily , https://www.businessnewsdaily.com/9854-youtube-for-business.html. Accessed 10 Dec. 2023. Marketing, Clarity. Why You Should Use Multiple Social Media Platforms | Clarity Marketing and Communication . 1 Feb. 2016, https://www.claritymarketing.com.au/why-use-multiple-social- media-platforms/. Newberry, Christina. “17 Social Media Metrics You Need to Track in 2023 [BENCHMARKS].” Social Media Marketing & Management Dashboard , 2 Aug. 2023, https://blog.hootsuite.com/social-media-metrics/. “Small Business Marketing on TikTok: The Ultimate How-to Guide | TikTok For Business Blog.” TikTok For Business , https://www.tiktok.com/business/en-US/blog/small-business-marketing- tiktok-ultimate-guide. Accessed 10 Dec. 2023. “TikTok User Age, Gender, & Demographics (2023).” Exploding Topics , 12 Oct. 2022, https://explodingtopics.com/blog/tiktok-demographics. “Undefined | TikTok For Business Blog.” TikTok For Business , https://www.tiktok.com/business/en- US/blog/small-business-marketing-tiktok-ultimate-guid. Accessed 10 Dec. 2023.

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