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stone Social Media Plan (2) - Word Layout References Mailings Review View Help 2 to A AaBbCD AalbCcDc AaBbc AaBbcc AaBbCcD 1 Normal T No Spac. Heading 1 Heading 2 Heading 3 . - Paragraph Styles 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 broad all 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 sults 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 Focus yout References Mailings Review View Help 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 blots, 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 Page 1 of 7 identity 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 u and Josh Bernoff). With it, a company can profile their customer's social media behaviors by selecting the age, country, and gender of its Focus brt se delete backspace 5 O A Capstone Social Media Plan (2) - Word a th Tumicha, ign layout References Mailings Review View Help 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 Creators Publish Web page Publish or maintain a blog Upload video to sites like YouTube Comment on blogs Postings and reviews Uke RSS Tag Web pages Segments include consumer Uhe social networking sites bad blogs - Watch peer en Usten to podcasts video None of the active TS04 2003 De Ac e rvey Focus bad stone Social Media Plan (2) - Word Layout References Mailings Review View Help 2 to A AaBbCD AalbCcDc AaBbc AaBbcc AaBbCcD 1 Normal T No Spac. Heading 1 Heading 2 Heading 3 . - Paragraph Styles 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 broad all 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 sults 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 Focus yout References Mailings Review View Help 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 blots, 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 Page 1 of 7 identity 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 u and Josh Bernoff). With it, a company can profile their customer's social media behaviors by selecting the age, country, and gender of its Focus brt se delete backspace 5 O A Capstone Social Media Plan (2) - Word a th Tumicha, ign layout References Mailings Review View Help 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 Creators Publish Web page Publish or maintain a blog Upload video to sites like YouTube Comment on blogs Postings and reviews Uke RSS Tag Web pages Segments include consumer Uhe social networking sites bad blogs - Watch peer en Usten to podcasts video None of the active TS04 2003 De Ac e rvey Focus bad