Creating a Social Media Marketing Plan

1. Creating a Social Media Marketing Plan Written by Dallas Duncan and Dr. Frank B. Flanders Foundation Skills, Unit 3.11, FS-3 2010

2. Objectives • Students will be able to: • Explain the basic components of a marketing plan. • Discuss how social media can be used as a marketing tool for businesses. • Create a marketing plan and social media advertising campaign for a company of their choice. • Discuss the differences between a marketing plan and a social media marketing plan.

3. Marketing vs. Social Media Marketing

4. Components of a Marketing Plan Each marketing plan is different, but most contain: • Market Analysis Information • Demographic Profile: What is the market like? • Psychographic Profile: How is your company perceived by the public? • Target Market Opportunity: Who are you marketing toward? • Marketing Plan • Total Product Experience: How do consumers shop for and view the promotion of your product? • Place Strategy: Where are you advertising? • Promotion Plan and Strategy: How are you promoting your product? • Pricing Plan: How much does advertising and additional labor cost compared to the income your product will bring?

5. Components of a Social Media Marketing Plan • Each social media marketing plan is different, but many contain the following basic information and research. Right now, social media advertising is free, so the only pricing considerations are labor and product cost. • Background • What is the company about? • What is the company trying to market using social media? • Market Analysis • What is the market situation? • Who are you marketing toward? • Social Media Marketing Plan • What are the goals of your marketing plan? • Where are you advertising? • How are you promoting your product?

6. The Sample Plan • The following slides demonstrate a sample social media marketing plan for a fictitious jewelry business, Bijoux Diamond Company. • This presentation should give you some idea of the elements your social media plan needs to contain. • Keep in mind the components of a social media marketing plan, and how these relate to the sample plan.

7. Say it with Bijoux A Sample Social Media Marketing Campaign for Bijoux Diamond Company

8. What is Bijoux? Background: What is the company about? Bijoux Diamond Company is the oldest family-owned jewelry manufacturer in the U.S. Bijoux has branches in major cities in 35 states Bijoux specializes in importing non-conflict diamonds from Africa and Asia to create one-of-a-kind pieces Bijoux is famous for its handcrafted engagement, wedding and anniversary rings

9. The Orchid CollectionBackground: What is the company trying to market using social media? The Orchid Collection is a line of Bijoux jewelry fashioned to recreate the timeless beauty of the orchid flower. The collection uses diamonds and precious stones such as amethysts and rubies set in silver, platinum and rose gold The line is set to be released in two months, and an innovative marketing campaign needs to be ready to go with it.

10. The Jewelry MarketMarket Analysis: What is the market situation? • In 2009, diamond sales plummeted due to the recession. • Bijoux Diamond Company grossed over $1 billion, a 3% reduction from its 2008 profits. • The jewelry market is slowly making a comeback, with gold at $1,125 per share and silver at $17.52 per share. • Market research has shown consumers are more willing to pay for “local” and handcrafted jewelry than purchasing from a chain store.

11. How to “Say it with Bijoux”Market Analysis: Who are you marketing toward? “Say it with Bijoux” will market all Bijoux products with specific emphasis on The Orchid Collection The campaign will include television, magazine and newspaper advertisements, as well as social media components. Target market will be younger couples and professionals Have a social media sign-up along with a mailing list at each store

12. Campaign GoalsSocial Media Marketing Plan: What are the goals of your marketing plan? • Make up for the 3% fall in sales from 2008-2009 • Increase sales of The Orchid Collection • Reach a younger target market that was previously unaware of Bijoux Diamond Company Say it with Bijoux: Bijoux Diamond Company

13. Say it with a Fan PageSocial Media Marketing Plan: Where are you advertising; How are you promoting your product? • Create a Facebook Fan Page • Features: • Photographs of Bijoux collections • Promotions for fans, using coupons specifically sent out over Facebook • Weekly updates • Allow fans to submit “Say it with Bijoux” stories to be featured on the update

14. Home Profile Account Search Say it with Bijoux Wall Info Photos Discussions Become a Fan Bijoux Diamond Company The Orchid Collection Basic Info Edit Page Founded: 1924 Add to My Page’s Favorites Detailed Info Website: http://www.BijouxDiamondCo.com http://www.BijouxDiamondCo.com/TheOrchidCollection Company Overview:Bijoux Diamond Company is the oldest family-owned handcrafted jewelry manufacturer in the United States, with branches in 35 states. Bijoux is famous for its handcrafted engagement, wedding and anniversary rings, as well as one-of-a-kind pieces created by our 29 master jewelry artists. Be it love, thanks, congratulations and everything in between, we invite all of our fans to show us how you “Say it with Bijoux!” Mission:Bijoux Diamond Company strives to provide our patrons with the highest quality of handcrafted jewelry, customer relations and reasonable prices. Products: Introducing The Orchid Collection: Pieces fashioned to recreate the timelessness and beauty of the orchid flower How do you say, “I love you?” How do you say, “Happy birthday?” How do you say, “I’m sorry?” Say it…with Bijoux. Information Founded: 1924

15. Say it with a TweetSocial Media Marketing Plan: Where are you advertising; How are you promoting your product? • Username: SayItWithBijoux • Account will feature • Single photograph, changed frequently, of an Orchid Collection piece • Daily tweets linking to other social media outlets and store Web sites

16. SayItWithBijoux Atlanta, GA location announces 40% off sale on all Pearline Collection items: http://www.bijouxatl.com less than 20 seconds ago via web Bijoux in the News: http://www.usatoday.com/bijoux-story-2010 8:35 a.m. Mar 2nd via web Check out Coralynn and Ronnie’s “Say It” story: http://sayitwithbijoux.blogspot.com/Cora&Ronnie 8:35 a.m. Mar 2nd via web Say you’re proud to be Irish with Bijoux’s St. Patrick’s Day gift specials! http://www.bijouxdiamondco.com/stpatscoupon 10:19 a.m. Mar 1st via web Home Profile Find People Settings Help Sign out Name SayItWithBijoux Location United States Bio Whatever you need to say, say it with Bijoux. 200 435 0 Following Followers Listed Favorites Following View all Bijoux The Orchid Collection Tweets 345 RSS Feed of SayItWithBijoux’s tweets

17. Say it with a BlogSocial Media Marketing Plan: Where are you advertising; How are you promoting your product? • http://SayItWithBijoux.blogspot.com • Advertisements and links to individual store Web sites • Posts Include • “Say it with Bijoux” Story of the week, submitted by a social media fan • Promotions, similar to those on the Facebook fan page • Bijoux in the news, with links to news stories about the company

18. Share Report Abuse Next Blog >> Create Blog Sign In Say It With Bijoux F O L L O W E R S WEDNESDAY, MARCH 17, 2010 Say, “I’m Irish!” Follow Happy St. Patrick’s Day to all of our Blog fans out there! As a special offer, Bijoux Diamond Company stores nation-wide are hosting a LUCKY LEPRECHAUNS jewelry event! Here’s how to get involved: 1) Check out our YouTube video channel. 2) Watch the St. Patrick’s Day jewelry commercial. You should see a secret password in the bottom right-hand corner. The word only shows up for about 10 seconds, so keep an eye out! 3) Take the secret password to any Bijoux store by closing time today. You will be given a LUCKY LEPRECHAUNS scratch-off coupon to redeem at the register. Lucky Leprechauns prizes include: 1) Free emerald stud earrings or silver shamrock earrings 2) Anywhere from 5 to 25% off any Bijoux purchase through March 31 3) An Ireland vacation for two GOOD LUCK! with Google Friend Connect Followers (345)More >> BLOG ARCHIVE 2010 (24) March (8) Say, “I’m Irish!” NEWS: St. Pat’s Special Welcome Spring ABOUT ME Bijoux Diamond Company Bijoux Diamond Company is the oldest family owned, handcrafted jewelry company

19. Say it with a VideoSocial Media Marketing Plan: Where are you advertising; How are you promoting your product? Create a YouTube Bijoux Diamond Company channel Encourage social media followers to send in videos and stories to be featured Upload commercials and promotional videos Videos can be shown on the blog and Facebook and can be linked to via Twitter

20. Create Account orSign In Subscriptions History Search Upload Home Videos Channels Shows Say it with Bijoux Bijoux Diamond Company: The Orchid Collection Bijoux Diamond Company Bijoux Diamond Company Bijoux Diamond Company’s Channel BDC Uploads Playlists Subscribe Search Date Added | Most Viewed | Top Rated Feeling Lucky? 99 views – 4 hours ago Replay Orchid Collection 314 views – 8 days ago Colored Gems 78 views – 15 days ago 360 P 0:30 / 0:30 0:30 / 0:30 350 p

21. Now, it’s Your Turn. • Using the company your group created earlier, build a social media marketing plan. • Some things to consider: • What social media sites should we use? • What is our target market? • What should the goals of our campaign be? • This one might require you to look up some economic statistics of your company’s market and possible competitors. • What colors and identifiers should we use? • The “Say it with Bijoux” campaign used pink, black, silver and white, and pictures of orchids on each site. There were several different logos as well.