Your Client Option 1: Create a social media plan for an idea you already have. You can brand yourself as an expert/influencer, promote an idea, offer advice, start a trend, etc. Deliverables A clearly labeled document with title page should be submitted for the Social Media Marketing Plan. The expectation for each phase is approximately 1-2 pages, written in a report format with paragraphs. Do not just answer the questions! They are only provided to get you thinking about what you should include in your plan! For each phase, you will add to the original document and submit to the Dropbox. You will be assessed on how your plan is informed by course content and any additional research (Be sure to provide references as needed!). Please see the rubric for details. PHASE 1 Introduction Introduce your topic. Describe the situation and give background information on your topic of choice. Discuss why you have chosen the topic. Environmental Scan/SWOT Internal: Consider the following questions when you conduct your internal analysis of the company. What resources exist that can be leveraged for the social media strategy? Is the corporate culture appropriate for social media? What resources exist which can be directed to social media activities? Is the organization already prepared internally for social media activities (policies and procedures)? What are the current strengths and weaknesses of the company as it pertains to social media marketing? NOTE: If you are not working for an organization and executing this plan for yourself, use this section to do an analysis of yourself and your level of preparation for a social media campaign. External: Consider the following questions when you conduct your external analysis of the company. Who are some competitors or colleagues in the field? Who is their target audience? What are their marketing strategies? (Describe the social sites, influencers and earned or paid media they use). How might you leverage a relationship with these competitors and/or colleagues? What are the key trends in the environment (social, cultural, legal and regulatory, political, economic, and technological) which may affect your decisions regarding social media marketing? What are the current opportunities and threats? Objectives What does the organization expect to accomplish through social media marketing (promotional objectives, service objectives, retail objectives, research objectives)? Your plan should have at least one SMART marketing objective, but you may include more as required. Target Audience a. Which segment(s) should be selected to target? b. What are the relevant demographic, geographic, psychographic, and behavioural characteristics of the segment(s)? Name and give a detailed description of your segments. For example, you many name your segment Savvy Gamers or Social Media Moms c. How do your segments use social media? Categorize your segment(s) based on social technographics. d. Create a buyer persona for your segment(s). e. Remember to do this for each identified segment. Social Media Sites You must choose at least 3 social media sites for your campaign. Explain why you have chosen the specific social media sites for your campaign. Use research and citations to support your explanation. Experience Strategy For each social media platform in your campaign, discuss the unique and customized tactics that will be implemented. Provide examples of content and activities that support the objectives for the plan. Be specific. Consider the following questions: a. What message do you want to share using social media? b. What is your brand persona? What will you use to consistently convey this persona? Consider developing a simple style guide (Colors, images, font, etc) c. How can you encourage engagement with the brand? d. How can you encourage those who engage with the brand socially to act as opinion leaders and share the experience with others? e. In what ways can you align the platforms to send a clear consistent message? Are there any other promotional tools than can be used to support the campaign? Can you incorporate social reminders in advertising messages, in store displays and other venues? f. Will paid media be incorporated into your campaign? g. How will you differentiate your campaign from the competition?