2017

COMSTRAT 563-SOCIAL MEDIA MARKETING PLAN BY: CEO JOYCE NGANGA

CITYBEBS | Washington State University Pullman

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TABLE OF CONTENTS

Table of content……………………………………………….............1

Executive summary……………………………………………….......2

Mission………………………………………………………………....3

Vison …………………………………………………………………...3

Statement………………………………………………………….........3

Objectives/Goals…………………………………….............................3

Objectives/Goals…………………………………….............................3

Communication Goals………………………………………………....4

Strategies…………………………………………………………..........4

Target Market………………………………….....................................5

CityBebs competitive Analysis…………...…………............................6

Social Media Accounts………….………………………………….......7

CityBebs’s Social Media Survey...…………………….………………8

Social Media Tools Analysis.……………………………………..........9

Creating Content ……………………………………………………...11

Content Development …………………………………………….…...11

Generating Content………………………………………………........12

Managing Content……………………………………………………..12

Content Break…………………………………………………….........12

MONITORING…………………………………………………….….12

Monitoring Tools………………………………………………………13

Return on Investment…………….…………………………………...14

Source of Information……….………………………….......................15

Appendix 1, 2,3,4,5,6,7…………….……………………………….16-19

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EXECUTIVE SUMMARY

CityBebs Hair Beauty Products was a registered hair consumer business that is being revived from

where it stalled in 2012. It was operational in Nairobi CBD and environs for quite some time before

the proprietor relocated to the US. CityBebs has an account with Darling Products Kenya and was

selling at both whole sale and retail. The idea of reviving this lucrative business came in handy

because of school assignment and it became another opening for business prospect. This business

is aimed at selling hair products from Darling Kenya Products. CityBebs will aim at creating a

media plan to enable it to engage successfully with its customers. CityBebs is mandated to try as

much to create awareness because it is new in the market especially in the US. This advocacy will

increase awareness for CityBebs’s products and expand a leeway for sales. It is also aimed at

selling its products online and this means utilization of all appropriate social media. This way there

will be an open flexibility for the darling products. Generally, the objectives pertaining to

CityBebs’s business will have been met. A comprehensive primary research has been made and

depending with the correspondent’s views, CityBebs is likely to perform. Already, through the

survey carried for the prospective business; a customer engagement prospect has already been

formed or perceived. This business is targeting women of all ages, demographically in the diaspora

[other States inclusive other than the Primary (Washington) distribution point]; and online services

have been put into consideration. CityBebs will fulfil the needs for women who identify with the

products from the East African communities and part of West Africa. Therefore, it will fill the gap

and help the consumers of Darling products feel at home. CityBebs Motto is …. Never too Old to

Dream!

Available in stock will be among others: -

Weaves of all kinds; Rumba, Tampest, Hot Iron, Afro, Aisha, Afro Baby, Alicia, Anna, Assay,

Artisto, Bantu look, Beehive, Beyoncé among others.

- Wigs; Classica Becca, Tuli, Iris, Mimosa, Cherry, Diva etc.

- Braids; Hot water, Kinky, Yaki, Hayaki, Expressions, Ghanaian, Blends etc.

Images courtesy Darling Products Kenya and Free Google images.

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The company will use the SWOT analysis matrix to measure its prospective stand. Since it is

starting, for now it will remain blank until the business opens and picks up and utilizes the social

media platforms. These are platforms like You-tube, Facebook, twitter, LinkedIn, Flickr. A set of

social media strategies will be incorporated in this business to achieve the company’s goal. The

company will interact with its customers, influence and contribute to its website.

MISSION

CityBebs mission is to bring to the East, Central and part of the West African communities’ hair

products that they identify with. There is scarcity and choice of the Darling Products because of

not lacking but because of low supply when the demand is high. This makes the available products

more expensive than is expected to be. When the demand is high and the supply is low, the price

goes up. CityBebs will aim at bridging the gap and bring the commodities closer to the people and

at an affordable price and availability.

VISION

CityBebs vision is to be a successful business entity selling Darling Products Kenya and probably

incorporate other products from different companies that can act as substitutes.

STATEMENT

CityBebs is an experienced stalled business ready to pick up from where it stopped, provide

services through the appropriate social media and offer online selling option in addition to the

direct sales. We will use word of mouth. snapchat, Facebook and twitter to spread the news about

the existence of CityBebs and the products they are selling.

OBJECTIVES/GOALS

- To advocate and create awareness to make CityBebs known to its prospective customers

in Washington State and other states.

- To raise awareness about CityBebs as a brand, its products to East African Communities

living in the US

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- To reach to as many prospective customers and familiarize them with the business’s

products

- To create a sense of belonging to the prospective customers by bringing identifiable

products, and built a long-lasting customer brand relationship.

- Create more leads and aim for more sales to the brand.

COMMUNICATION GOALS

-To be a successful hair beauty products operating in a whole sale cum retailer basis

-To bring identifiable hair beauty products to the people who identify with them

-To be a successful business entity selling Darling Products Kenya

- To be a successful business across board to other states through online selling.

STRATEGIES

CityBebs will utilize a set of strategies on its social media marketing campaign. It is time

consuming, expensive and tactful. There are risks involved with the use of social media like not

having a clear customer engagement or brand strategy. Such strategies will include: -

Engaging -responding to social media posts, comments to manage the business’s community.

CityBebs will engage the customers to drive word of mouth recommendations either through you-

tube, video clips or photos through group sharing and fliers.

Connecting- with customers by starting a distribution and a marketing program that rewards those

who buy three items and above (buy 3 or more get a gift free).

Interacting -with customers through the social media like Facebook and Twitter and in churches

where high concentrations of the prospective customers. I will strengthen the brand by improving

awareness, perception and recognition by acting as a contributor.

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Contributing- content to the Diaspora Messenger, Northwest Kenyan Community Association

and North West Kenyans Association ; where the news about the brand will spread fast , a sure

way to reach to many people.

Listening- to conversations from different social media monitoring software and discover what

the customers say about the brand, products or services. What attracts the customers to my brand,

as well as what they are saying about my competitors.

Embracing customers by establishing a lively brand community -This way, sharing of information

will help the business make changes and grow. Customer can pose question in anticipation for

answers about the products and participants will use the discussion forum to suggest innovative

product ideas and provide feedback about the products. Publishing posts across multiple networks,

create content and relevant messages at the right moment.

CityBebs will connect with customers by giving incentives (rewards) to those who will be

checking on the web-site regularly through the Facebook page or to those who make direct phone

calls to purchase three or more items. In the community I was brought in, we can influence one

another quite easily about a situation be it good or bad through the word of mouth. Once the

business kicks off and there is plenty of quality products in store/stock, customers will influence

one another directly or indirectly about the available products. This influence will help in

promoting the company and its products through word of mouth or through the social media.

TARGET MARKET

CityBebs target market is women of all ages from the youngest to the oldest, single, married,

working or not. Those who love beauty and identify with these amazing products rich in fancy

names. The distribution will be in Washington (direct sales) and across to other states mostly the

business will be online basis. There will be a distribution operation point in the region or area of

residence where customers can order directly. According to CityBebs’s recent survey and those

who could answer to the survey through online basis, the young generation seems to be more

conversant with utilization of social media to connect to brands, people and products. Therefore,

online marketing campaign will target the young generation and those who are conversant and are

able to navigate through the webs. This generation, good in using the products can be a sure way

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of spreading the news about CityBebs online and through the word of mouth because they go well

with fashions.

CityBebs Competitive Analysis

Cont’d (competitive analysis)

Strengths

-CityBebs will be able to utilize the social

media to expand its business

-We will use Facebook and twitter to monitor

progress

Weaknesses

-New to business market

-Not on most social media platforms like You

Tube and Flickr

-Lack of a comprehensive method of analysis

CityBebs Beauty Supply Mam Ngashy’s

Values to customer

-My prospective customers

like using darling products.

-Sometimes they send those

who are travelling back

home. CityBebs will save

them the hassle by providing

them with the brands they

need at a minimal price.

Values to customer

-No darling products only

exotic goods from Korea etc.

-Allows CityBebs to be as the

best choice for my

community

Values to Customers

-Sells few darling products.

-My challenge but business is

all about creating own

(relationship)customers and

retaining them

Cost

-Since I will import in bulk

from the Darling Company of

which I have an account with,

my prices will be minimal

lower than my competitors in

a way not to hurt the business

Cost

-Costly on all items but items

are of high quality

-Has mixed brands from

different companies

Cost

Sells through negotiation

depending with the product

and brand.

Has mixed brands from

different companies

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-Selling Unique products that communities

identify with

-CityBebs has its own twitter and Facebook

accounts

-Able to utilize different social media

platforms

-Will use Poll Daddy for its surveys

-CityBebs has no products selling on the

social media

-New location might be a challenge to success

Opportunities

-Use of Facebook, Twitter and You-tube will

potential for the business marketing

-Users of these media are potential users of

the products

-CityBebs is emerging strongly even before

the business starts

-It is ready to collaborate customers to build

brand presence on social media help the

business to grow

-Other business might decide to buy from

CityBebs

Threats

-Implications on import duty

-Other successful companies selling similar

products

-Other businesses have strong and established

social media contributions

-Lack of opportunities for inputs

-Astute may utilize this opportunity and steal

ideas

-Other competitors are widely distributed

-Other brands have already been established

SOCIAL MEDIA ACCOUNTS

CityBebs has been optimized and is available as an SEO business. It is readily viewable through

google search using the key words such as CityBebs Hair Beauty products, CityBebs beauty,

CityBebs Hair products etc. One can access the products through Facebook and google + and

twitter. CityBebs is in the process of utilizing Flickr, Instagram and LinkedIn accounts. All these

will help the business to create a following and help to do a monitoring and evaluation process to

know where the business stands or its prospective. Social media will increase the business

awareness and this can be done through the utilization of the #tag to try as much to grow and

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drive traffic every day. People can comment, ask and get answers through subscription or contact

forms. CityBebs is already on Facebook and Twitter pages, in readiness to be upgraded to draw

traffic awareness once the business kicks off.

CityBebs Social Media Survey

CityBebs is a stalled business that has not started yet. According to the survey carried out to get

an appropriate business name. Three names and logos were suggested, CityBebs, CTBebs and

CtBebs and CityBebs was found to be appropriate.

The following was realized: -

According to the survey, contributors were asked if the suggest name met the specification,

usability, identity with customers and whether the name simplified usability and 83% agreed and

the overall percentage of those who agreed per any category was over 60% as is seen in the

following summary.

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SOCIAL MEDIA TOOLS ANALYSIS

According to the demographic characteristics of CityBebs’ prospective customers, the social

media platforms that the prospective customers use will be considered. These are media like

Facebook, Twitter, Flickr, Instagram, YouTube and LinkedIn. The customers here in, are a great

user of social media platforms because they are socialites in all aspects of life. They are the key

role in decision making. Therefore Facebook, will be the interactive social media platform of

choice for an effective campaign. Women demonstrate a high level of interactivity on Facebook

and since they are the main target audience for CityBebs; they will be a means of advocating for

the brand and products. They are good at wooing others to join and this will be a good measure

to strengthen the business strategies and sales. They are experts in interacting and engaging in

conversations and thus can be utilized on other social media platforms like Twitter and LinkedIn.

They can be a source of ideas through their criticism, comments and contributions of any kind.

You tube, Flickr will be considered for future use once a customer-brand relationship has been

created, a full campaign reached and ROI determined.

Facebook- Facebook is the most popular of all social media networks. It has a very high volume

of viewers of over 1 billion as of today. According to Zephoria Digital marketing on the top 20

valuable Facebook statistics updated April 2017; there are over 1.86 billion active Facebook

users worldwide as of Facebook 02/01/2017, 1.23 billion log in daily, 1.15 active mobile phone

Facebook users daily, and over 10 million likes and shares every day. Should CityBebs upgrade

the Facebook page, there will be increase in viewership traffic. Therefore, this is the best

platform for CityBebs to campaign for its brand and products. The highest traffic is presumed to

be between 1 to 3 pm. This the time most people are resting after shifts or after having lunch and

according to my experience, this is the most appropriate time. I find the targeted audience

interacting online both from Africa and US. There are millions of local business pages which

have been created over a period of 5yrs, and 1 in 5 viewers occurs in the US. However, due to its

high usage and preference, it has over 83 million fake profiles and this means one needs to be

cautious. With all this information and much more in mind, CityBebs is good to start in an

overwhelming speed.

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The content posted should be interesting to the women, simple, clear to the point, navigable and

relevant products that are interesting to them should be put into consideration. The statics show

that most women are good consumers of Facebook more than men do.

Twitter- Twitter is also a popular social media platform with over 300 million users. It is a

microblogging site where people read and post short messages as tweets with a character of only

140. It is a good site to upload photos and videos and will work well to show customers what is

in store for them. This can be sent directly to other users. However, it will be a good business

social media platform although it will be utilizable much later. Twitter has many businesses,

frequented by celebs and who knows, they might be as well consume the products from

CityBebs. CityBebs will comment, answer, tweet to increase sharing of info about products.

Incentives occasionally will be offered quarterly. There will appropriate links about the company

in all communication set-ups.

YouTube, LinkedIn, Flickr- These will not be put into consideration for now until the business

picks up and ROI determined to help analyze the progress of the business. LinkedIn is dominant

B2B social network and can be for CityBebs’s marketing campaign to connect with other

stakeholders like suppliers, shipping companies etc. CityBebs employees should therefore create

the credible profiles linked to the company’s other social media and build brand awareness and

connect other leaders. This will help the business to know its stand in the current market.

YouTube will be used for video clips and live adverts about new arrivals, new products and

sales. This is because, it is very engaging and will aid in spreading the news through word of

mouth talk. Flickr will be used for photo sharing what is in store, stock or trending. They say

pictures speak more than a thousand words and this is the best way to campaign for products

through sharing photos of the hair products.

CREATING CONTENT

Content development- Content formation will be done in a way that it saves time and money.

Time wasted cannot be recovered and time is money. CityBebs will conduct a thorough analysis

of content needs of the prospective customers, find the gaps and either create or obtain the

content. CityBebs staff are computer literate and conversant with the web and social media,

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therefore, there will be no contracting third parties to prepare the content. The message will be

done in a way that is simple, clear and direct to the point; no jargons.

Generating Content-Each social media will have its needs met according to the usability of the

social media. Therefore, there is need to do a thorough analysis of the customer’s preferences in

each social media platform. This will help in bridging the gap and identifying the needs, wants

and desires of the communities in an aim of satisfying them.

Managing content-There is need to edit and proof read the content before publishing or posting.

A third party can be used to proof read. Users will be monitored to ensure they do not sway out

of topic. The user content discussion on the social networks, brand communities and the

company should be moderated with careful grafting and pruning of discussion threads to keep

them on topic to generate productive discussions. The content should be restructured in a way

that it is not creating or triggering unwanted attention from search engine, that deem too much

for similar content and lower the business’s search engine ranking; this may interfere or reduce

traffic

Content Break- Content will be broken into smaller lumps to allow it to appear in various forms

in multiple platforms that are useful to the consumer; such as blogs, microblogs, podcasts,

discussions, question and answers and comments and throughout the social media platforms

used.

MONITORING

This is the process of tracking, measuring and evaluating an organization’s social media

marketing activities.

Tracking- CityBebs will track its content on social web. It will use the right keywords and

phrases to find relevant data and thus it will choose optimal topics of focus and select platforms

with greatest concentration of target audience. CityBebs will identify the keywords and phrases

by studying how people describe brands or other topics.

Measuring- This will measure the impact of social media marketing on such qualitative goals as

increasing awareness, perception and loyalty as well as increasing customer relationships and

brand advocacy. This impact should be a long-term in nature and takes time on the social web to

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strengthen a brand, improve how customers view support, and convince influencers to become

brand advocates. CityBebs will use the qualitative and quantitative Key Performance indicators

(KPIs) to assess progression being used to reach the organization’s marketing goals.

CityBebs is prospective for now but once it kicks off, it will use the following; Facebook,

Twitter, LinkedIn, Flickr, Northwest Kenyan Community Association to measure its progress on

individual social media marketing activities.

Evaluation- This is the process CityBebs will use to interpret data once it has been measured

with the intention to derive insights and understanding from it. This analysis will enable the

management to determine whether social media strategies are achieving the company’s goals. Its

aim is to produce a thorough progress of social media marketing activities over time to reveal

where the company went wrong or right and where the strategies succeeded or failed.

Monitoring Tools

CityBebs will use free monitoring tools which work well for listening to social media i.e. by

observing to what people are saying about a brand. The popular free tools are Google Alerts,

Google Trends, Google Reader and Social mention are used for tracking quantitative metrics.

Google Web Analytics is useful for assessing the effectiveness of social media efforts directed at

driving traffic to the company’s website and the subsequent conversions e.g. sales. The primary

challenge of connecting quantitative KPIs to marketing goals is to make them specific,

measurable, attainable, realistic and timely(SMART).

Tuning- This is the constant and continuous process of adjusting and improving the elements of

plan to maximize the chances of success. It involves assessing a company’s progress in

implementing its social media strategies and then adjusting the social media marking plan. This

is done based on the feedback to optimize goal achievement and CityBebs will utilize this

method to adjust its SMMP. Thus, it will re-evaluate goals, strategies and execution of the plan

because of the ever-changing nature of consumer tastes, moves by competitors, new social media

technologies. Thus, if there is a decline in any social media, then, CityBebs will have to adjust

the content to match the target market’s evolving interests. There is need to re-examine and

modify platform tactics, to create a more humorous content to fit the target’s shifting taste.

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Budgeting- Budgeting for CityBebs’s social media spending will depend on its maturity level,

CityBebs will be experiencing with the social media, hence is in its beginner stage. It will

develop a brand community and utilize social media management systems (SMMS) to create

highly engaged communities across the social media web. As the company grows into the

advanced stage, it will focus on integrating social media throughout the entire business.

For now, there is no budget in place for CityBebs until the business is ready to invest on social

media. This is the time it will do its estimate cost according to needs based on its performance

for a period.

RETURN ON INVESTMENTS

Return on Investment(ROI) is calculated by subtracting expenses from sales and then dividing by

expenses. If the ratio is positive, then there is a return and the lager the ratio the higher the return

is. CityBebs social media goals are not directly connected to sales and hence, standard ROI

analysis will not be feasible. Therefore, CityBebs will measure its long-term impact on social

media marketing on investment on customer’s response using proxy ROI. These includes

measuring the number of views, posting by the company and the customer responses rate as well

as sentiment analysis share of voice and advocacy impact. These will provide a meaningful way

to judge the expected rewards for investing in the plan.

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SOURCES OF INFORMATION

Barker. Barker. Bormann. Neher. (2013). Social Media Marketing- A Strategic Approach. South-

Western; Cengage Learning: USA.

https://citybebs.wixsite.com/citybebs

https://zephoria.com/top-15-valuable-facebook-statistics/,

https://www.brandwatch.com/blog/men-vs-women-active-social-media/

https://newsroom.fb.com/company-info/

https://www.statista.com/statistics/282087/number-of-monthly-active-twitter-users/

https://www.artillerymarketing.com/blog/bid/195560/The-3-Social-Media-Networks-That-Are-

Best-for-B2B-Marketing

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APPENDIX

Appendix 1

Appendix 2

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Appendix 3-Facebook statistics

Appendix 4- CityBebs On Twitter

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Appendix 5- CityBebs on Facebook

Appendix 6 Statistics on Brandwatch Women Vs Women

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Appendix 7- 3 best B2B social media networks