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

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

Name

Capella university

MKT-FPX5410 Digital Marketing

Prof. Name

Date

Optimizing Social Media Strategy for Spokin’ Wheels

Introduction

Having laid the groundwork for Spokin’ Wheels through its marketing mix and online presence, the next phase involves harnessing the power of social media. To broaden our digital reach, it is essential for Spokin’ Wheels to establish and manage profiles on significant social media platforms, effectively engaging with an expanding online audience. Similar to nurturing a garden, social media demands regular attention and active involvement to flourish. This entails consistently updating content, interacting with followers, and remaining abreast of trends to enhance our marketing efforts.

Social Media Platforms

When discussing social media, the primary platforms that typically come to mind include Facebook, Twitter, Instagram, and LinkedIn. Additionally, search engines, which facilitate customer reviews and responses from companies, also fall under the social media umbrella. Successfully leveraging these platforms necessitates more than just a presence; it requires active participation, content sharing, and engagement. Social media encompasses various online and mobile channels that enable users to interact and share content. Caffery and Smith (2017) assert that social media is about building communities and encouraging participation (p. 225).

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

Social media platforms can be categorized as follows:

Type of Social Media	Examples
Social Networks	Platforms like Facebook, Instagram, and LinkedIn cater to consumers and businesses.
Social Publishing and News	Online newspapers, magazines, and blog sites.
Social Commenting	Comments on blogs and forums.
Social Niche Communities	Forums or support groups related to specific issues.
Social Customer Service	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	Platforms like Pinterest for sharing images and videos.
Social Search	Search engines.
Social Commerce	Retail-focused platforms for reviews, deals, and coupons.

With a multitude of platforms available, selecting the appropriate ones and utilizing them effectively can be daunting. It is crucial to strategically choose platforms that align with our marketing objectives and target audience. Significant shifts in social media marketing necessitate robust leadership to articulate and support the vision, allocate resources, and execute necessary organizational changes (Caffery & Smith, 2017, p. 232).

Customer Persona

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

The ROPO persona includes customers who prefer in-store shopping but use our website for product research or event information. Conversely, the Millennial persona, as described by Andrej Perc, consists of “searchers” ready to purchase and “wanderers” who require more engagement and genuine reviews before committing to a buy. This segmentation enables us to cater to both in-store and online preferences, ensuring that no customer feels neglected.

Benchmarking and Goal Setting

To leverage social media for the growth of Spokin’ Wheels, it is imperative to establish clear goals and monitor progress. Our marketing mix is framed around the 5 S’s of Digital Marketing: Sell, Speak, Serve, Save, and Sizzle.

• Sell: The initial step involves redesigning our website for an enhanced user experience. An online inventory specialist will oversee product information and customer inquiries. Implementing social media tags on every page will drive traffic to our social profiles. We plan to focus on Facebook and Instagram for engaging with followers and announcing sales. Our objective is to gain 250 followers on each platform within the first month.
• Speak: Engagement is vital for building a following. We will launch our campaign with weekly contests to encourage sharing and liking our posts. By utilizing 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 will reward participants with branded merchandise. We will also employ paid, earned, and owned media to extend our reach and create unique hashtags for our brand.
• Serve: Social media platforms create opportunities for customers to share feedback, reviews, and personal experiences. This user-generated content can serve as both promotion and customer service. Enabling customer interactions with us and among themselves fosters brand promotion and community engagement.

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

• Save: Social media can help reduce costs by promoting a digital mindset and transitioning towards a paperless operation. Cross-posting content on Instagram and Facebook will save time while ensuring consistent messaging across platforms. This strategy also broadens our reach to diverse customer demographics.
• Sizzle: Creativity is essential for engagement. Implementing virtual reality experiences, such as helmet-mounted cameras during rides, could provide an immersive experience for those unable to attend in person. Future app developments may include features for tracking personal statistics and promoting friendly competition among cyclists. A dedicated social media team will ensure that content remains current and engaging.

Challenges

• Monitoring: Even with a committed team, it is crucial to maintain oversight of content and processes. This includes monitoring sales support, customer service, human resources, public relations, and marketing to ensure goals are met and brand reputation is preserved.
• Governance: It is important to distinguish between personal and professional use of social media. A comprehensive social media policy will delineate acceptable content and maintain a professional tone, thereby avoiding potential pitfalls.
• Listening: Effective listening extends beyond merely reading comments; it involves comprehending customer needs and online behaviors. Tools for social monitoring and research will assist in tracking conversations, gathering insights, and adapting our strategy accordingly (Caffery & Smith, 2017, p. 248).

Conclusion

Expanding Spokin’ Wheels into the digital landscape is crucial for future growth. By revamping our website, strategically engaging on social media platforms like Facebook and Instagram, and cultivating 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. Expert Journal of Marketing, 5(3), 302–308. 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

Caffery, J., & 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

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

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

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/