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Caxton Manor Social Media Marketing Strategy
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Transcript of Caxton Manor Social Media Marketing Strategy
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.