SOCIAL MEDIA MARKETING STRATEGY

Social Media Marketing

Strategy

Objectives

Based on our previous consultation with your business, we analysed the requirements that were derived during our meeting and created a list of objectives we believe have to be met in order to produce a successful social media marketing strategy for Caxton Manor.

• Engage with existing customers • Target new clientele

• Develop relationships with key influencers

• Boost positive buzz about company across online social media platforms

Your Target Market

What are your competitors

doing?

The 88 Events Company comprises of events

design experts. They design events that create

a positive and lasting impression on a

company’s brand.

Social Media Channels Utilised:

Facebook, Twitter

Method of Social Engagement:

Content Curation, Content Marketing

& Quick Posts.

Number of Likes On Facebook: 249 as

of 28/06/2012

Quintessentially Events is an award winning event management company delivering exceptional events around the globe for the world’s leading brands and the most discerning individuals.

Social Media Channels Utilised: Facebook, Twitter, YouTube, LinkedIn

Method of Social Engagement: Content Curation, Content Marketing & Quick Posts, Welcome Tab on Facebook.

Number of Likes On Facebook: 1317 as of 28/06/2012

Our Strategy

Based on our in-depth research into the

events management sector, we have

developed a comprehensive strategy which

we believe will be very effective for your

business and yield a high ROI. Our strategy

has been broken down into 4 stages to bring a

concise and jointed approach to our social

media development process.

Social Media Channels to Utilise

After conducting an analysis on your

competitors, we determined that Facebook,

Twitter, YouTube and LinkedIn were the most

popular networks currently being utilised for

marketing purposes.

The table below shows that Facebook is the

most widely used social network by event

management companies in Europe.

Social Media & Events Report 2011. Amiado.com

Stage 1: Customize & Develop

Social Media Channels

Design

We will enhance Caxton Manor’s official

Facebook business page, this will help

consolidate all the services you offer under

one Facebook platform. We will integrate

your other social media channels i.e. LinkedIn

and Twitter under one hub to ensure all social

media channels can be simultaneously

updated from one source. We will develop a

custom made Facebook tab which can serve

as a gateway to your official website and

further allow the organisation to engage with

its clients.

Brand Consistency

Our designs will accommodate all necessary

social media requirements and will be

consistent with your current brand strategy.

Social Networking Profile Development

LinkedIn profile: We will develop a

LinkedIn Profile for Caxton Manor

Facebook page: We will restructure

Caxton Manor’s Facebook business

Page

Twitter page: Synchronize your

Facebook business page with your

Twitter page.

Post frequently. Readers won’t have

a reason to follow you on Twitter or

check your Facebook page if they

don’t expect new content regularly.

As a leading social networking site for professionals. LinkedIn is perfect for B2B organizations and can be used to reach out to companies and working professionals.

LinkedIn is perfect for a B2B business like Caxton Manor looking to market and sell to a specific businesses in a particular demographic.

• Synchronize goals and resources: We

focus on your target audience.

• Feedback: We will use twitter to

share information with people

interested in Caxton Manor, gather

real-time market intelligence and

feedback and build relationships with

customers, partners and other

individuals.

• Add value: Our strategy will be to

share industry tips, news and insights

Our strategy will be to engage customers and

fans on your Facebook business page. Having

a strong presence on Facebook will boost

Caxton Manor Social Media and online

identity.

• Promote: services, staff, brand

through intuitive posting and

conversations.

• Leverage: We will use the Facebook

platform to create awareness, boost

company brand, promote

services/events and increase

interaction with your business in a

social manner. We can create a

custom Facebook tab to act as a

gateway to your official website.

Stage 2: Customer Engagement

Methods

Content Marketing

Content Marketing is the process of sharing

relevant brand/services information in order

to engage with existing customers and attract

new customers on social networking sites.

Caxton Manor should deliver brand related

content by using the following method.

Story Telling

As a B2B company, your target market may

not necessarily want to be bombarded with

straight service information but will be more

interested in your solutions to customer

problems and customer success stories. Since

discretion is an important factor with your

client relationships, you can describe

solutions you provide with accompanying

non-revealing pictures.

Telling stories about your employee activities

is also very important because in B2B

relationships trust is an important factor and

showing the faces driving the business

through pictures or videos can be very

effective in building strong relationships.

QUICK POSTS

Caxton Manor can use this social media

engagement method by delivering simple,

short and effective posts of relevant subjects

on your social media channels. This method

should be used for real time or scheduling

posting options.

Content Curation

Content Curation is the act of discovering,

gathering and presenting digital content that

is related to a specific subject matter. Caxton

Manor can share third party news articles,

pictures and videos to drive interest on your

social media channels which will indirectly

attract customers to view available services

on your website.

Stage 3: INFORMATION DELIVERY SYSTEM In order to effectively post relevant information on all your social media channels simultaneously, a social media management system (SMMS) will be utilised.

Upon conducting an in-dept analysis on a

number of SMMS platforms we decided

HootSuite SMMS was the best online system

to manage your social media channels.

HootSuite is a social media management

system for brand management. The system’s

user interface takes the form of a dashboard,

and supports social network integrations

for Facebook, Twitter, LinkedIn,

Google+, Foursquare, Mixi, MySpace, Ping.fm

and WordPress.

Companies using hoot suite

Stage 4: Data Analysis and

Reporting

Data Analysis

To understand how your social media

channels are performing and gain intelligence

on your audience, we will conduct a regular

analysis on your social media data.

HootSuite is a great tool to carryout analysis

on data from various social media sources.

Information such as total number of likes

from your Facebook business page, total

Facebook reach, number of Twitter followers

etc can be extracted from HootSuite.

Analytics Reports

HootSuite combines social media analytics

integrations to create comprehensive reports

that can be shared with any HootSuite user,

not just team members.

Custom reports can be scheduled to be

generated and delivered to your business on a

daily, weekly, bi-weekly or monthly basis so

that everyone is up-to-date with your social

media campaign results.

We will use HootSuite to communicate the

volume, visibility, and perception of your

social initiatives with your company to

identify successes and opportunities for

improvement.

ANALYTICS & REPORTING DATA FLOW

Project Delivery Team

About The Author

Michael Chinwuba is a social media consultant

at SpreadBox Ltd.

Michael has a passion for providing clients

with strategic advice on how best to utilize

digital channels to boost their online presence

and increase revenue.

Michael has attained a Bsc in Computer

Communications & Networks from the

University of Westminster and an Msc in

Business Management from Imperial College

London.

About SpreadBox

SpreadBox is a social media marketing

consultancy which specializes in producing

high definition online videos and custom built

social network profile pages to enable

businesses to effectively promote their

services and identity across social media

networks. We use high quality video recording

equipment to capture the best shots possible

for your web video.

We assist organizations in developing a

strategy on how to reach out to new

customers and to communicate with their

existing customer base through social media.

We also design and implement simple,

engaging and social media friendly websites.