Social Media Marketing Plan Guide_W24

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Saskatchewan Institute of Applied Science and Technology *

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Marketing

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Feb 20, 2024

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Social Media Marketing Plan Guide Your Client Option 1 : Create a social media plan for an idea you already have. You can brand yourself as an expert/influencer, promote an idea, offer advice, start a trend, etc. Option 2 : Create a social media plan for an existing business. (Note: If you plan on sending out content on behalf of another organization, you must have their pre-approval to take over their social media accounts for 4 weeks.) Deliverables A clearly labeled document with title page should be submitted for the Social Media Marketing Plan. The expectation for each phase is approximately 2-5 pages, written in a report format with paragraphs. Do not just answer the questions! They are only provided to get you thinking about what you should include in your plan! For each phase, you will add to the original document and submit to the Dropbox. You will be assessed on how your plan is informed by course content and any additional research (Be sure to provide references as needed!). Please see the rubric for details. Project Evaluation and Dates Phase Components % of Course Total Due Date Phase 1 - Topic - Social Media Audit - Goals and Objectives - Target Audience - Experience Strategy 15% Week 5 Phase 2 - Tools - Platforms - Implementation Plan and Content Calendar 15% Week 8 Phase 3 - Content Creation and Social Media Management 15% Weeks 10-13 Phase 4 - Evaluation 10% Week 15 MKTG 227 WINTER 2024 1

PHASE 1 (15% of course grade) DUE: WEEK 5 Topic/Company and Industry Overview Introduce your topic. Describe the situation and give background information on your topic of choice. Discuss why you have chosen the topic. Social Media Audit and Competitive Analysis Internal: Consider the following questions when you conduct your internal analysis of the company. a. What are the current strengths and weaknesses of the company as it pertains to social media marketing? b. What resources exist that can be leveraged for the social media strategy? Is the corporate culture appropriate for social media? What resources exist which can be directed to social media activities? Is the organization already prepared internally for social media activities (policies and procedures)? NOTE: If you are not working for an organization and executing this plan for yourself, use this section to do an analysis of yourself and your level of preparation for a social media campaign. External: Consider the following questions when you conduct your external analysis of the company. a. What are the current opportunities and threats? What are the key trends in the environment (social, cultural, legal and regulatory, political, economic, and technological) which may affect your decisions regarding social media marketing? b. Who are some competitors or colleagues/collaborators in the field? Who is their target audience? What are their marketing strategies? (Describe the social sites, influencers and earned or paid media they use). Do they have any unfulfilled needs on the platforms you’re your company can satisfy? How might you leverage a relationship with these competitors and/or colleagues/collaborators? Goals and Objectives a. What are the broad social media goals? (promotional objectives, service objectives, retail objectives, research objectives) b. What are the SMART objectives for your campaign? c. Develop a list of at least nine (9) key performance indicators (KPIs) that connect to your objectives. KPIs should be measurable results of activities that are tracked throughout the campaign. Target Audience a. Which segment(s) should be selected to target? MKTG 227 WINTER 2024 2

b. What are the relevant demographic, geographic, psychographic, and behavioural characteristics of the segment(s)? Name and give a detailed description of your segments. For example, you many name your segment “Savvy Gamers” or “Social Media Moms” c. How do your segments use social media? Categorize your segment(s) based on social technographics. d. Create a buyer persona for your segment(s). (Who is your “typical” or “ideal” customer?) e. Remember to do this for each identified segment. Experience Strategy For your campaign, discuss the unique and customized tactics that will be implemented. Recall and consider the 8 C’s of Strategy Development from LO2 as you define your experience strategy. Provide examples of content and activities that support the objectives for the plan. Be specific. Consider the following questions: a. What message do you want to share using social media? b. What is your brand persona? What will you use to consistently convey this persona? Consider developing a simple style guide (Colors, images, font, etc) c. How can you encourage engagement with the brand? d. How can you encourage those who engage with the brand socially to act as opinion leaders and share the experience with others? e. Will paid media be incorporated into your campaign? f. How will you differentiate your campaign from the competition? MKTG 227 WINTER 2024 3

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PHASE 2 (15% of course grade) DUE: WEEK 8 Tools a. Describe at least two (2) tools you will use to assist with social media listening/qualitative content analysis. Be specific. Explain why you have chosen these tools. b. Describe all of the tools you will use to track the social metrics/quantitative results of your campaign. Ensure you have a tool that will track results on every social platform you’ve chosen. Explain why you have chosen these tools. c. Develop a method to track KPIs for each social media vehicle. You may use the tools discussed in class or create a social media dashboard in a spreadsheet. Use this method to track your social media activity during PHASE 3. Platforms You must choose at least 3 social media platforms for your campaign. Explain why you have chosen the specific social media sites for your campaign. Use research and citations to support your explanation. Consider the following questions: a. In what ways can you align the platforms to send a clear consistent message? b. Are there any other promotional tools that can be used to support the campaign? Can you incorporate social reminders in advertising messages, in store displays and other venues? Implementation Plan and Content Calendar a. How do you make the plan happen? b. What is the timing of your plan? Include time frames of when you should be most active based on the social media vehicles that you have chosen (Support with research!) Explain why you have chosen the timing and frequency of your content. c. Create a 4-week content calendar with a tentative schedule for your campaign. Calendar should be as detailed as possible. Include post timing, content format, topic of posts/captions, and applicable keywords, URLs, hashtags, and calls to action. You should be able to “see” your campaign at this stage. Use a template found online or create your own. The more that you plan now, the easier the following phases will be. d. Is there a budget required to accomplish the plan’s objectives? Explain. MKTG 227 WINTER 2024 4

PHASE 3 (15% of course grade) Dates: WEEKS 10-13 Note: Take screenshots of every post and place in a Word Doc to upload to the Dropbox. Instructor will also be monitoring your campaigns. Content Creation and Social Media Management a. Be creative in developing content for your social media campaign. b. Ensure content is relevant to your stated objectives. c. Post according to your schedule created in PHASE 3. However, adjustments may be made over the course of the campaign to encourage interaction and engagement. d. You are required to post at regular intervals at least 20 times over the 4-week period. 60% should be original content created by you. For the other posts, you can share relevant content found online. e. You will be expected to use varied content throughout the campaign. You should show evidence of reflection and learning by adapting your strategy throughout the campaign to increase engagement with your audience. MKTG 227 WINTER 2024 5

PHASE 4 (10% of course grade) DUE: WEEK 15 Evaluation a. Evaluate the effectiveness of your campaign based on your KPIs. Translate information into a chart that is easy to read and summarizes the results of your campaign. b. Explain and evaluate the results of your campaign. Discuss your successes and areas for improvement. This should be a continuous narrative with chart(s) inserted to summarize and clarify the text. Offer suggestions for future social media activity. MKTG 227 WINTER 2024 6

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