MKT 478 Strayer Express Logistics Services Social Media Marketing Plan Discussion Assignment 3: Social Media Marketing Plan: Part C Continue with the same

MKT 478 Strayer Express Logistics Services Social Media Marketing Plan Discussion Assignment 3: Social Media Marketing Plan: Part C

Continue with the same business that you started creating your social media marketing plan to write the third and final chapter of your plan.

Create a four (4) page paper in which you:

Create your call to action with your target market. Utilize Wing 3 of the Dragonfly Effect text to create your call to action. Discuss why you have chosen your specific call to action.
Create your social media monitoring system. Determine the metrics you will utilize for each of your four social media platforms. How will you utilize those metrics on each platform?
Evaluate the effectiveness and customer engagement of your campaign posts created in the Week 7 Assignment 2 and the Week 8 Homework Assignment utilizing your selected campaign metrics in the above section. (Note: Go to each platform; examine the overall customer engagement (likes, shares, retweets, comments, etc.), hashtag usage, negative and positive comments, etc.)
Design one main game play contest for the platform you think your target market will most likely utilize, including the main purpose of the contest, the key rules of engagement for success, the main incentives for the winner(s), and an example entry picture or a description of an example entry picture. (Note: See pg. 133 in the Dragonfly Effect textbook. Utilize feedback gained from the previous section in creating your sample contest campaign.)
Evaluate the effectiveness of your plan utilizing the four wings in the Dragonfly Effect Model. Discuss any changes that may need to be made, based upon your evaluations.
Go to https://research.strayer.edu to locate at least three (3) quality academic resources in this assignment. (Note: Wikipedia and other websites do not qualify as academic resources.)
Include a reference page. The reference page is not included in the required page length. Social media marketing plan Part B
Trisha Griggs
MKT478: Social Media Marketing
Professor Burford
May 27, 2020
SMART Objectives:
•
To generate more sales and leads
The main aim of setting up a social media platform is to generate more sales and leads as
this will bring in more income and in the long-run improve our business significantly. We plan to
do this by making the general public aware of our existence and the reason as to why they should
choose Express Logistics Services and not any other.
•
To establish better communication links with customers
In an attempt to know how our business is operating in the market, we need to establish
better relations with our customers. By doing so, we may be able to note those areas that need
our total focus so that they may do better (1). I established this objective to create strong and
long-lasting relationships with the customers.
•
To increase brand awareness
One fundamental objective of any business is to increase its awareness and to create some
sense of authority in the market. This may be by providing unique services et cetera. I intend to
raise awareness of the brand to lure in potential customers who most definitely may require our
services.
SWOT Analysis
•
Strengths
Adequate capital- since this is a firm that requires a large amount of capital to start and
maintain, we have established appropriate links with significant banking institutions.
Market availability- in any economy, there will always be a need to move goods and
services from one point to another
Advancement in technology- necessity, they say, is the mother of all invention. As
humans, there will always be the need to make more efficient methods of doing things, mostly
work.
•
Weaknesses
Government regulation- any government, has to be concerned for the welfare of its
citizens and the state at large. Governments, therefore, tend to regulate all activities to ensure
safety for its citizens. This is particularly so in businesses as there have been cases of individuals
engaging in unlawful acts, unlawful in the sense that they threaten the safety of humans. This
may be through the provision of harmful drugs or sub-standard products et cetera. The
government may institute such policies such as those of heavy taxation and imposition of import
duties which may negatively impact any business seeking to make as much profit as possible, as
this is usually the main aim.
Unskilled workforce- any activity whatsoever requires skilled personnel and or
equipment in its operation to ensure efficient production and production and or delivery of
excellent quality goods and services. In the current job market, very few individuals are equipped
with the skills necessary to perform a specific task. This is even worsened by the fact that few
learning facilities offer such teaching services.
Problems with co-ordination- since logistic firms tend to be large, they may have trouble
with co-ordination as it usually entails many managers working together to achieve a common
goal.
Less truck/container load-, this usually translates to losses as vehicles and containers are
not filled, resulting in wastage of space and reduction in efficiency.
•
Opportunities
Increase in domestic consumption-this is particularly favorable as it will mean that there
will be more demand for our services, thereby making the business grow further.
The promise of growth- there is an expected growth in the need for logistics in the future.
Promises of government support- logistics plays an essential part in any economy as it
ensures a steady flow of things be it goods or services in any economy thereby ensuring
continuous production and efficient delivery of produce by connecting all crucial players. There
are speculations of the government supporting such activities to increase fluidity.
•
Threats
Other firms offering the same services- as is usually the case in most businesses, there is
typically the case of so many separate business entities providing the same goods or services, the
need to stand out, therefore, becomes necessary.
The advent of new technology-Though technology brings with it numerous advantages it
also comes with its problems, one being that it may threaten our business significantly. The
invention of machines such as those of delivery, example drones, may threaten our business
greatly. Pandemics such as the current Covid-19 which has made almost all activities to be on a
standstill.
Integration of consumers into the strategy
For the marketing plan to be effective, the need to involve the consumers in the strategy
becomes a necessity to improve on service delivery, as a happy customer equals a successful
business. The need to establish a platform by which consumers can air their grievances so to
speak becomes necessary (2). We intend to develop a customer service hot line where customers
can call at whatever time they wish to. A link to our company’s website will also be provided.
Responses will always be given within a one-hour time frame through text or mail, depending on
which method the customer deems most efficient. A team will be set-up to address all the
customer’s needs, and this will be confirmed by asking the customer’s to fill in a questionnaire
monthly to assess if their needs and or suggestions were met.
How to engage the target market
The need to engage the market becomes necessary when choosing any social media
platform. This is so because by making the customer care for your product, he or she may
influence others who may, in turn, influence others, and the cycle continues. This is usually a
very difficult step as making one care for your product and or services, and not another is a very
difficult take, one which most businesses do not place specific importance on (3). The engaging
target campaign used should be targeted, specific, measurable, have great content, be simple,
memorability by choosing stories that the customers somehow relate with, a right medium for the
message has to be selected this is particularly important as the message itself as it will ensure
that as many customers as possible get the intended message, profitable. I want to focus on one
that is measurable to monitor our progress, be as simple as possible, and one that is profitable as
the method selected should bring in returns.
Brand Content
This can include an enquiry services platform where the customer will be provided with a
platform where they can air their grievances, if any, and provide advice on places they think we
should focus more to improve on service delivery. After-sale services such as installation, advice
on the use of equipment’s et cetera since this is a logistics company that deals with a wide variety
of essential goods and services and therefore the need to provide such services may be essential.
Brand evangelist program
This will be done by offering the best delivery services we can provide, serve the
customers as well as we can and produce the best social and web content possible. This will be
effected further through organizing monthly contests where customers stand chances of winning
big, establishing personalized customer service platforms, offering incentives such as gift
hampers or those who purchase a particular commodity et cetera.
References
1. Ashley, C. and Tuten, T., 2014. Creative Strategies in Social Media Marketing: An
Exploratory Study of Branded Social Content and Consumer Engagement. Psychology &
Marketing, 32(1), pp.15-27.
2. Zarrella, D. (2010). The social media marketing book. Beijing; Sebastopol, CA: O’Reilly.
3. Chaffey, D. and Smith, P., 2008. Marketing Excellence: Planning And Optimising Your
Digital Marketing. 3rd ed. Oxford: Butterworth-Heinemann.

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