marketing-plan-anton

Rhythm of the Universe Center
Social Media Strategy
10-05-2019
[Anton Hristozov]
[Software Engineer], [Software Engineering Institute,CMU]
[ahristoz@purdue.edu]
[place your logo here]

Executive Summary

Executive summary
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The marketing plan serves the purpose to present a strategy and plan for promoting the brand,
products and services of the company on social media.
The expected results are to advertise the business and services and attract new customers.
This indirectly will have to lead to new sales. Another goal is to maintain and improve the image
of the company and thus create growth of the business over time. This effort should lead to
better customer satisfaction.
Budget is going to be a minimum of 5% of the profit and it can increase to 10% of the profit
The budget should cover for 2 external marketing consultants, initially on a part time base
and then growing the team as needed

Social Media Goals

Key performance indicators
By [30/04/2020], we will:
1
Grow the number of social media followers on Facebook, Youtube and Twitter as future
potential buyers. This is equivalent to grow the brand.
2
Improve the digital presence of the business and thus make customers appreciate your
business.
3 Provide easy ways to present information and educational content to customers.
4 Improve customer satisfaction and retention.

How goals align to business objectives
Business objective Social media goal Metric(s)
Grow the brand
Improve the digital
presence of the business
and thus make customers
appreciate your business.
Awareness (these metrics
illuminate your current and
potential audience)
Engagement (these metrics
show how audiences are
interacting with your content)
Followers, shares, views of
videos, re-tweets, email
replies.
Comments, likes, @mentions,
re-tweets
Provide easy way to
present information and
educational content to
customers
Improve customer
satisfaction and retention
Conversions (these metrics
demonstrate the effectiveness
of your social engagement)
Consumer (these metrics
reflect how active customers
think and feel about your
brand)
Website clicks, email
signups,online purchases,
phone calls
Testimonials, social media
sentiment, reviews, returning
customers.

Target Audience

[Persona name] [Persona name] [Persona name]
Example job title(s) Student Musical Hobbyist Musician
Needs(s)
Buy a starting musical instrument.
Take lessons for moths or years.
Attend events.
Buy additional equipment.
Repair old equipment.
Take musical lessons
Attend events
Buy new equipment at reasonable
prices.
Perform at ecents
Pain Point(s) Select the right instrument for them. Select the right strategy and budget for
each purchase, repair.
Find the right incentives to gain
their business
Prefered social
network(s)
Facebook and Youtube Facebook, Twitter, Youtube Twitter, Youtube
Unique Characteristic Typically accompanied by an adult Has more disposable income Could have bigger budget for
professional equipment
Budget (for your
product/service)
$500 $2000 $5000
[Other characteristic,
e.g. age, sex, location,
etc.]
Reside in close proximity to the
business
All ages and gender
All ages and gender
[Other characteristic] Could lose interest in months Could be a customer for decades Could be a long term customer or
just a bargain hunter

Competitive Analysis

Networks active
Number of
followers
Strengths
Weaknesses
Content that
resonates
[N’Stuff Music]
Twitter
Facebook
Youtube
699 on Twitter
12,527 on Facebook
39500 on Youtube
Very well established
Large digital presence
Online purchases are not
available.
May be more
expensive.
Customers do not
receive too much
personal attention.
Youtube videos
Web site content
Buzzsumo does
not find relevant
content
[Empire Music] Facebook 3,801 on Facebook Represents particular
brands of musical
instruments.
Specializes in more
expensive equipment
Online purchases are not
available.
Too expensive.
Social media presence
is insufficient.
Web site
Buzzsumo does
not find relevant
content
[Guitar Center]
Twitter
Facebook
Youtube
212,000 on Twitter
1,701,814 on Facebook
808,000 on Youtube
Very well established
Online purchases are
available.
Some special items
are not available.
Customers do not get
too much personal
attention as in a
smaller store.
Youtube videos
Web site content
Twitter content
Facebook content
is the most
important
according to
Buzzsumo

STRENGTHS
Small and flexible
Competetive pricing
Create significant
advertising on
social media
WEAKNESSES
Can’t stock large
inventory
Online
purchases
Size is small compared
to the competition
Invests in socia media
Do not have a large
socia lmedia team
Advertising on
Facebook, Twitter
and Youtube
Educational
Videos
OPPORTUNITIES
Email marketing
Online
purchasing
Online lessons
Use events for
marketing
There are many established
brands already
Margins are
decreasing,
because of
competition
Customers are
shopping
increasingly
online
THREATS

Social Media Audit

We will maintain these accounts:
Facebook
● What it’s best for:Maintain company image and attract more followers
● Target audience: mostly professional adults
● Types of content we will share: updated company page
● Key performance indicators (KPIs): Grow the number of social media followers
Youtube
● What it’s best for: Present videos
● Target audience: all ages
● Types of content we will share: Product videos and music instruction videos
● Key performance indicators (KPIs):Provide easy ways to present information and educational
content to customers.
Twitter
● What it’s best for: Announcements for new products, events and new services
● Target audience: Active adults
● Types of content we will share: Messages containing links to videos or links to articles on
Facebook
● Key performance indicators (KPIs): Improve the digital presence of the business and thus
make customers appreciate your business

We will maintain these accounts:
Yelp
● What it’s best for:Customer reviews
● Target audience: adults
● Types of content we will share: company description
● Key performance indicators (KPIs): Customer satisfaction and retention

We will shut down the following accounts:
Google
● Why it’s not working: We already have customer feedback on Yelp. We do not want to support
an additional site for reviews
● Deprecation timeline: Next quarter

Content Strategy

Posting
The type of original content that we will create and post is:
➢ Promotional product videos on Youtube
➢ Educational videos on popular instruments and performing techniques on Youtube
➢ Equipment buying posts on Facebook
➢ Ads on Facebook, Youtube and Twitter featuring service and products we offer
➢ Customer stories on Facebook
➢ Reviews on Yelp
The type of related content we will share is:
➢ Links to videos that showcase products we sell
➢ Links to articles on products we sell
➢ Links to articles on musical education
We will post to the following channels this frequently:
➢ Twitter / 3 times a week
➢ Facebook / Once a week
➢ Youtube / Once we receive a worthy new product and have new educational material. Once a
month at least.

Process
The audience that we need to tailor content to is:
➢ Customers who are already following competitor social media sites
➢ Existing customers
➢ Students and their parents
➢ Online customers
The editorial calendar that maps out our content release schedule is here:
➢ https://docs.google.com/spreadsheets/d/16AetIEP--IRLSAOnaVvymh8cwUPLAirA624HOijHoo/edit?usp=sharing
The social media content calendar that maps out our promotion plan is here:
➢ https://docs.google.com/spreadsheets/d/16heQ56AdeSuoW5cBKT6dababRKuPfhNNWCfp8wpxD
cg/edit?usp=sharing

Next Steps

What’s working well?
Facebook
● What it’s best for: Maintain company image and attract more followers
● Target audience: Every customer that has a Facebook account
● Types of content we will share: Use carousel ads, event pages, coupons for likes,
● Key performance indicators (KPIs):Grow the number of social media followers
Youtube
● What it’s best for: Present videos
● Target audience: all ages
● Types of content we will share: product videos, educational videos, trueview ads
● Key performance indicators (KPIs): Provide easy ways to present information and educational
content to customers.

What’s working well?
Twitter
● What it’s best for: Maintain company image and attract more followers
● Target audience: Every customer that has a Facebook account
● Types of content we will share: Use carousel ads, event pages, coupons for likes,
● Key performance indicators (KPIs):Grow the number of social media followers
Yelp
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What it’s best for: Customer reviews
Target audience: adults
Types of content we will share: business description
Key performance indicators (KPIs): Improve customer satisfaction and retention

What’s not working?
Google
● What it’s best for: Customer reviews and company presence
● Target audience: Adults
● Types of content we will share: Company description
● Key performance indicators (KPIs): Improve customer satisfaction and retention

Rhythm of the Universe Center Progress
Channel
Date
Range
Net
Followers
Gain/Loss
# of Posts
Engagement
Rate
Click-throughs
Mentions
Instagram N/A N/A N/A N/A N/A N/A
Facebook 20,000 200 7% 5% 5%
Twitter 3,000 2,500 3% 4% 2%
Youtube 10,000 150 2% 2% 1%
Yelp 20 20 N/A N/A N/A

Action items
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We will not maintain the Google account anymore and will focus on the Yelp account
We will focus on Facebook, Twitter and Youtube platforms to drive brand awareness
We will increase advertising on Facebook, Youtube and Twitter
We will create an incentive plan for customers who publish a review on Yelp
We will provide customer chat on our web site
We will redesign our web site with the help of a designer to provide better user experience
We will link all our social media sites, so that the customers can switch from one to another easily