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MKT FPX 5410 Assessment 2 Social Media Plan for Spokin’ Wheels

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Capella University

MKT-FPX5410 Digital Marketing

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Optimizing Social Media Strategy for Spokin’ Wheels

Introduction Having established the marketing mix and online presence for Spokin’ Wheels, the next step is to explore the potential of social media. To expand our digital footprint, it’s crucial for Spokin’ Wheels to create and manage profiles on key social media platforms, engaging with a growing online audience. Just as you would nurture a garden, social media requires consistent attention and active engagement to thrive. This means regularly updating content, interacting with followers, and staying current with trends to maximize our marketing efforts.

Social Media Platforms When considering social media, the major platforms that typically come to mind include Facebook, Twitter, Instagram, and LinkedIn. Search engines, which facilitate customer reviews and company responses, also fall under the social media umbrella. Effective use of these platforms requires more than just presence; it demands active participation, content sharing, and engagement. Social media encompasses various online and mobile channels that enable users to interact and share content. According to Caffery and Smith (2017), it involves building communities and fostering participation (p. 225).

Social media platforms can be categorized into several types:

  • Social Networks: Platforms like Facebook, Instagram, and LinkedIn cater to both consumers and businesses.
  • Social Publishing and News: Includes online newspapers, magazines, and blog sites.
  • Social Commenting: Involves comments on blogs and forums.
  • Social Niche Communities: Forums or support groups related to specific issues.
  • Social Customer Service: Includes support via company websites or third-party platforms.
  • Social Knowledge: Platforms like Wikipedia that provide information.
  • Social Bookmarking: Sites where users can save and share links.
  • Social Streaming: Includes platforms like Pinterest for sharing images and videos.
  • Social Search: Search engines.
  • Social Commerce: Retail-focused platforms for reviews, deals, and coupons.

MKT FPX 5410 Assessment 2 Social Media Plan for Spokin’ Wheels

With numerous platforms available, choosing the right ones and utilizing them effectively can be overwhelming. It is essential to strategically select platforms that align with our marketing goals and target audience. Major transformations in social media marketing require strong leadership to define and support the vision, allocate resources, and implement necessary organizational changes (Caffery & Smith, 2017, p. 232).

Customer Persona

Understanding our customer personas is vital for effective marketing. Customer personas represent both current and potential customers. Spokin’ Wheels serves two primary customer types: the ROPO (Research Online, Purchase Offline) persona and the Millennial persona.

The ROPO persona consists of customers who prefer to shop in-store but use our website for product research or event information. The Millennial persona, as described by Andrej Perc, includes “searchers” who are ready to make a purchase and “wanderers” who need more engagement and genuine reviews before buying. This segmentation helps us cater to both in-store and online preferences, ensuring no customer feels overlooked.

Benchmarking and Goal Setting

Leveraging social media for Spokin’ Wheels’ growth involves setting clear goals and tracking progress. Our marketing mix includes the 5 S’s of Digital Marketing: Sell, Speak, Serve, Save, and Sizzle.

Sell: The first step is to redesign our website for a more user-friendly experience. An online inventory specialist will manage product information and customer inquiries. Including social media tags on each page will drive traffic to our social profiles. Initially, we plan to focus on Facebook and Instagram for engaging with followers and making sales announcements. Our goal is to acquire 250 followers on each platform within the first month.

Speak: Engagement is key to building a following. We will kickstart our campaign with weekly contests to encourage sharing and liking our posts. Leveraging our existing customer base, we will incentivize likes and shares. Weekly rides will provide engaging content for social media, and once we reach 250 followers, we’ll reward participants with branded merchandise. We’ll also use paid, earned, and owned media to boost our reach and create unique hashtags for our brand.

Serve: Social media platforms provide a space for customers to share feedback, reviews, and personal experiences. This user-generated content can act as both promotion and customer service. Allowing customers to interact with us and each other helps promote our brand and fosters community engagement.

Save: Social media can reduce costs by encouraging a digital mindset and moving towards a paperless operation. Cross-posting content on Instagram and Facebook will save time and ensure consistent messaging across platforms. This approach also extends our reach to different customer demographics.

Sizzle: Creativity drives engagement. Virtual reality experiences, such as helmet-mounted cameras during rides, could offer an immersive experience for those who cannot attend in person. Future app developments might include features for tracking personal statistics and fostering friendly competition among cyclists. A dedicated social media team will ensure content remains current and engaging.

Challenges Monitoring: Even with a dedicated team, it’s essential to maintain oversight of content and processes. This includes tracking sales support, customer service, human resources, public relations, and marketing to ensure goals are met and the brand reputation is upheld.

Governance: Differentiating between personal and professional use of social media is crucial. A comprehensive social media policy will outline acceptable content and maintain a professional tone, avoiding potential pitfalls.

Listening: Effective listening involves more than reading comments; it requires understanding customer needs and online behavior. Tools for social monitoring and research will help us track conversations, gather insights, and adapt our strategy accordingly (Caffery & Smith, 2017, p. 248).

Conclusion

Expanding Spokin’ Wheels into the digital realm is essential for future growth. By revamping our website, strategically engaging on social media platforms like Facebook and Instagram, and building an online community, we can enhance our brand presence and connect with new audiences.

References

AMEUR, I., SOUAR, Y., & MAHI, K. E. L. T. O. U. M. A. (2017, October 16). The Impact of Marketing Mix Elements on Customer Loyalty for an Algerian Telecommunication Company. Retrieved April 20, 2020, from http://marketing.expertjournals.com/23446773-15-302/

Ashley, C., & Tuten, T. (2015). Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement. Psychology & Marketing, 32(1), 15–27. https://doi-org.library.capella.edu/10.1002/mar.20761

Bullock, L. (2019, October 25). Setting goals for your digital marketing. Retrieved April 13, 2020, from https://www.smartinsights.com/goal-setting-evaluation/goals-kpis/goals-for-your-digital-marketing/

Byrne, S. (2020, February 27). Council Post: How Digital Marketing Can Help Your Local Business Grow. Retrieved April 13, 2020, from https://www.forbes.com/sites/forbesagencycouncil/2020/02/27/how-digital-marketing-can-help-your-local-business-grow/#1013f58115d7

Chaffey, D., & Smith, P. R. (2017). Digital marketing excellence: Planning, optimizing and integrating online marketing. Retrieved from https://ebookcentral-proquest-com.library.capella.edu

Edgar, T., Huhman, M., & Miller, G. A. (2015). Understanding “Place” in Social Marketing: A Systematic Review. Social Marketing Quarterly, 21(4), 230–248. https://doi.org/10.1177/1524500415607453

Forrester. (2019, May 14). The New Era of Marketing Strategy. Retrieved April 13, 2020, from https://www.forbes.com/sites/forrester/2019/05/14/the-new-era-of-marketing-strategy/#297c9e335ddb

MKT FPX 5410 Assessment 2 Social Media Plan for Spokin’ Wheels

Liner, J. (2019, September 5). Council Post: Digital Advertising And Marketing Strategies For Reaching The Modern Customer. Retrieved April 13, 2020, from https://www.forbes.com/sites/forbesbusinessdevelopmentcouncil/2019/09/05/digital-advertising-and-marketing-strategies-for-reaching-the-modern-customer/#597e2b6c6762

Malhotra, A., Malhotra, C. K., & See, A. (2013). How to create brand engagement on Facebook. MIT Sloan Management Review, 54(2), 18-20. Retrieved from http://library.capella.edu/login?qurl=https%3A%2F%2Fsearch.proquest.com%2Fdocview%2F1266763126%3Facc

Perc, A. (n.d.). The Five Basic Types of Online Shoppers. Retrieved April 28, 2020, from https://blog.creatim.com/en/five-basic-types-of-online-shoppers

Prideaux, J. (2017, July 28). Implementing the 5Ss Into Your Digital Strategy. Retrieved April 13, 2020, from https://www.mysocialagency.com/implementing-5s-digital-marketing-strategy/

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