MRKG 1311 Capstone Project Social Media Plan
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MRKG 1311 Capstone Project Social Media Plan
This document contains two sections.
- Section 1 provides the background information you need to construct your social media plan.
- Section 2 lists the questions/prompts you must address when creating your social media plan.
Section 1: Background Information
You have been hired as an intern to the store manager at a local menswear retailer. The manager needs help preparing a social media plan.
Remember… Current customers are the most important and profitable target market for a business, because they are responsible for the company’s current and future sales. A company targets current customers to retain their purchase loyalty, to motivate them to make more and larger purchases, and to refer new customers.
The Target Market
The primary target market for your store is very broadall white-collar males, 18-54 years old is looking to purchase suits and sports coats. The secondary target market includes:
- Young men, 18-24 years old, recent college graduates entering the job market and looking for affordable suits
- Men, 45 and older, managers in their profession, with higher incomes, interested in updating their wardrobes
- Women, 25-34 years old, purchasing sport coats as gifts, accompanying men on their shopping trips, and serving as advisors
- Blue-collar males, needing an affordable, all-occasion suit
Social Media Participation
The store analyzes its customers’ social media participation and then creates a social media plan based on that customer profile. After identifying objectives and determining their customer’s level of participation in social media, the retailer must choose applicable social media. The specific social media chosen by the retailer determines the type of experience its audience will have in the community.
Building a social media strategy and content for marketing is different than building one for customer service or collaboration. The company needs to provide value to users. Examples include discussion forums for users to interact with one another, company expert blogs, wikis, product feedback, new product announcements, and how-to videos.
Business customers are the audience or the community the store wants to establish as part of its social media plan. In addition to customers, the audience also includes suppliers, partners, users, and even competitors. The plan will contain objectives designed for the specific community chosen, as well as the benefits users will enjoy by being part of the community. It is important for the store to also establish a moderation and facilitation process to guide and support the user community. This will help them identify and reward passionate fans within the community to drive content creation and interaction. Furthermore, this will establish a way to measure the success of this community.
Forrester Research has developed a social technology profile tool (with content from the book Groundswell (Harvard Business School Press, 2011) by Charlene Li and Josh Bernoff]. With it, a company can profile their customer’s social media behaviors by selecting the age, country, and gender of its customers. Once selected, the tool segments consumers into six different categories of social media participation, depicted in the ladder below. The rungs at the higher end of the ladder indicate a higher level of participation.
Groundswell Profile Tool
Source: Li, Charlene, “Forrester’s New Social Technographics Report,” April 27, 2007
Using Forrester’s Groundswell profile tool, we find that in the US:
- Of men 18-24, 93% are spectators and 84% are joiners
- Of men 25-34, 82% are spectators, 67% are joiners, and 50% are critics
- Of men 35-44, 76% are spectators, 50 % are joiners, and 38 % are critics
- Of men 45 and over are 69% spectators, 37% are joiners, and 35% are critics
- Of females 25-34 years old are 78% spectators, 74% joiners, 43% critics, and 31% creators
The manager for the menswear retailer chooses two target markets:
- Young men, 18-24 years old, recent college graduates, entering the job market, and looking for affordable suits
- Women, 25-34 years old, purchasing sport coats as gifts, accompanying men on their shopping trips, and serving as advisors
Based on the social media participation characteristic behaviors identified from the Forrester/Groundswell profile tool, the young men are spectators and joiners while the females are spectators, joiners, and critics. As a result, the manager decides to start a blog and use it as the hub of the social media plan.
The menswear retailer wants to use social media to communicate with customers on a regular basis. Thus, the social media strategy is to encourage existing customers to purchase more by combining product offerings consistent with consumer purchasing needs. The tactics directed by this strategy are to utilize a blog, LinkedIn, Twitter, Facebook, and YouTube to build awareness for products and educate the consumer about how to build a wardrobe and accessorize it. A blog will give the store manager a platform where he can communicate his expertise on a consistent basis. The manager will provide useful information to current and potential customers. Readers can subscribe to the blog, which is hosted on store’s website and distributed to other sites or readers using RSS (Really Simple Syndication). RSS allows people to subscribe to online distributions of news, blogs, podcasts, or other information.
Section 2: Creating Your Social Media Plan
NOTE: Enter your responses in Blackboard. Go to the Capstone Project section to submit your answers.
Capstone 1: Profile Your Technologies
Select the Discover Your Groundswell Social Technographics Profile link and answer the questions.
- What is your technographics profile?
- Explain if you agree with this profile.
Capstone 2: Elevator Speech
Marketing is all about differentiating yourself from others. When people meet, impressions are formed instantly. For example, if you stepped into an elevator, saw someone, and wanted to introduce yourself, you’d only have a few moments to speak until the elevator reached its designated floor. Quick, tell me who you are, what you do and why you do it better in less than a minute (60-160 words). [The average person speaks 160 words per minute. This should be accomplished in 2 or 3 written sentences.)
You want your introduction to get you noticed and remembered.
- Provide a quick anecdote, fact or analogy to illustrate your message. A story brings your message to life and doubles the amount of time people remember it — and you.
- Tell a story about a client’s problem, the effect it had on the business, and your solution for a happy ending. Little stories sell good points.
- Forgettableexample: “Hello, I’m Bob Johnson. I solve customer problems with OEM BestPractice Analytics.” (He used jargon, which most people will not understand. Why didn’t he say that he works with suppliers to improve quality? Choose non-jargon words.)
- Memorableexample: “Hello, I’m Bob Johnson. I’ve recently launched a new business doing media assessment and technology integration—a whole new category of business. Usually, I work through public relations people in large companies or advertising agencies, and I work with clients all over the world.”
Use the following four-part structure. (Remember, you are working for a local menswear retailer.)
- Tell your name
- Refer to your experience
- Offer something unique about yourself
- Tie it in with what you can do for your customers to create your speech.
Capstone 3: Imagine Your Customer
To spruce up Sears’s brands, Mindy Meads, former head of merchandising and design for Lands’ End, was called in. She held about 15 meetings with designers and merchants to imagine who the customer would be for each brand. For example, the “Apostrophe” customer is a 25-to-45-year-old woman who needs fashionable work clothes, likes exercising and socializing, and describes herself as “sexy,” according to Sears. In a photo chosen to represent her, she is tall, slender and dark-haired, wearing a short jacket, sleek pants and pointy-toe heels.
The exercise—something leading retailers do routinely—is an example of the detailed strategy work Sears had neglected over the years. (FYI: The average Walmart shopper lives in the suburbs, is roughly 5-foot-2 and wears a size 14.) You know your store has two target markets: (1) young men, 18-24 years old, recent college graduates, entering the job market, and looking for affordable suits, and (2) women, 25-34 years old, purchasing sport coats as gifts, accompanying men on their shopping trips, and serving as advisors.
- Use the Sear’s Apostrophe customer description above as a guideline, imagine who the customer (target market) is for the local menswear retailer.
- Use Forrester’s Groundswell Profile Tool to find behaviors for your chosen target market.
- Complete the sentence below.
Local menswear retailer customer is a ______________ who needs ____________, likes ______________, and describes ____________________.
Capstone 4: Position Your Product
A product is a tool to solve a problem. What is the product? What are the points of difference that make a product or service unique from its major competitors? Dan Janal (http://www.janal.com) has developed The Fool Proof Positioning Statement, a two-sentence message. The first sentence tells people what your product is and how they will benefit. The second sentence tells people why your product is different than others.
Here is an adaptation of his formula: BRAND NAME is a PRODUCT CATEGORY that helps TARGET MARKET reach PRIMARY BENEFIT. Unlike other PRODUCT CATEGORY, BRAND NAME has PRIMARY DIFFERENCE. An example is “Dento is a toothpaste that helps children fight cavities. Unlike other toothpastes, Dento has X-45g, the most effective ingredient in keeping teeth healthy.”
- Use the formula to develop a product positioning statement for the local menswear retailer.
- Below is the starting point. Replace the words in all capitals to develop a product positioning statement.
Local is a menswear retailer that helps TARGET MARKET reach PRIMARY BENEFIT. Unlike other local menswear retailers, local menswear retailer has PRIMARY DIFFERENCE.
Capstone 5: Write a Facebook Headline
The question to keep in mind is, “How do we use social media to affect target market behavior?” Communicate what the target market wants. The communication should attempt to provide the perception of optimum value to the target market at a minimum investment to the company. Examples of incentives include price (sale), product (sample), merchandise or gift, and experience (event, contests or games, etc.).
Follow these tips when creating your headline:
- Use numbers
- Use adjectives, such as, effortless, painstaking, fun, free, incredible, essential, absolute, easy
- Use what, why, how
- Make a bold promise. (Examples – “9 easy steps you can take right now to make you more successful” AND “How you can easily sell your home in less than a day”)
Write a headline for a Facebook page using this formula: Number or trigger word + Adjective + Keyword + Promise = Unstoppable Headline
Capstone 6: Blog
The manager will be on vacation next week. You have volunteered to write one blog post. You know that content starts the conversation and drives connections through sharing, which builds the community. First, you must determine what topics the audience is buzzing about online. What issues drive them to share the most? One way to blog is to link posts. Find a quality post on another Web site or blog and link to it with an explanation of why you are linking or comment on the topic.
Write one blog post for the vacationing menswear store manager. Your blog should be 50 words with link(s) to another website(s).
Capstone 7: YouTube Story
The menswear retailer has created a channel on YouTube. Video content includes information, education, and entertainment, shown in interviews, customer videos, and photos.
Outline a story for the menswear retailer to video and upload to YouTube. The story should be a solution to a problem. Show the customer a familiar problem and how a product or idea can solve it.
Capstone 8: LinkedIn Headline
To help establish the manager as an expert in menswear, he needs to set up a LinkedIn profile page at http://www.linkedin.com/. On LinkedIn, directly underneath the person’s name is a short headline of four or five words. More than anything else in the profile, these words are how people find and define someone. Who is he? What is his business/industry? Is he seeking to connect mainly with others in his business field and industry? Then a simple, explanatory headline like “Manager at menswear retailer” is best. Is he seeking to branch out into other areas? “Leader of Fashion Retailing” quickly alerts others to the value he would bring to an organization.
In four or five words, write a LinkedIn headline for the menswear manager.
Capstone 9: Tweet
“Demonstrate your expertise with Twitter” is 101 characters. Twitter allows 280 characters. The manager can demonstrate his expertise on Twitter by making relevant insights and links to articles in the menswear field. (Businesspeople build a base by engaging with other Twitter users through following them, retweeting their messages, and making insightful comments about their posts.)
Search for menswear industry or retailer on Twitter at http://twitter.com/search. (Note: You do not need to join Twitter, tweet, or reply for this assignment.)
- Identify your search term.
- Choose a Tweet and copy it.
- Write an insightful comment for the menswear manager (140-280 characters) for the Tweet.
Capstone 10: Respond to Review
“Review” is a highly-searched topic on the Web. Most businesses, just like many consumers, review products and services before buying. The menswear manager sees the following review about a product from his store on Yelp.
“I bought two pairs of pants and on both pairs, just below the right pocket; the seam was undone about an inch. Not great quality when you have to repair two brand new pairs of pants.”
How should the menswear manager respond? Prepare a short response to this negative review.
The post MRKG 1311 Capstone Project Social Media Plan appeared first on Terms Broker.
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