Transcript “Say it with Godiva”

Creating a Social
Media
Marketing Plan
Written by Dallas Duncan and Dr. Frank B. Flanders
Foundation Skills, Unit 3.11, FS-3
2010
Objectives

Students will be able to:
 Explain
the basic components of a marketing
plan.
 Discuss how social media can be used as a
marketing tool for businesses.
 Create a marketing plan and social media
advertising campaign for a company of their
choice.
 Discuss the differences between a marketing
plan and a social media marketing plan.
Marketing vs. Social Media
Marketing
Traditional Marketing Plan
Social Media Marketing Plan
Comprehensive; includes all aspects
of marketing
Focuses only on advertising through
social media
Includes extensive research of
customers, economics, budgets and
sales expectations
Includes basic research on
customers, targeted through social
media
Describes all the advertising methods
a company will use to market a
specific product, service, etc.
Does not include “traditional”
advertising, such as radio, television
and newspaper ads
Components of a Marketing Plan
Each marketing plan is different, but most contain:

Market Analysis Information

Demographic Profile: What is the market like?
 Psychographic Profile: How is your company perceived by the public?
 Target Market Opportunity: Who are you marketing toward?

Marketing Plan

Total Product Experience: How do consumers shop for and view the
promotion of your product?
 Place Strategy: Where are you advertising?
 Promotion Plan and Strategy: How are you promoting your product?
 Pricing Plan: How much does advertising and additional labor cost
compared to the income your product will bring?
Components of a Social Media
Marketing Plan

Each social media marketing plan is different, but many contain the
following basic information and research. Right now, social media
advertising is free, so the only pricing considerations are labor and product
cost.

Background



Market Analysis



What is the company about?
What is the company trying to market using social media?
What is the market situation?
Who are you marketing toward?
Social Media Marketing Plan



What are the goals of your marketing plan?
Where are you advertising?
How are you promoting your product?
The Sample Plan

The following slides demonstrate a sample social
media marketing plan for a fictitious jewelry
business, Bijoux Diamond Company.

This presentation should give you some idea of the
elements your social media plan needs to contain.

Keep in mind the components of a social media
marketing plan, and how these relate to the sample
plan.
Say it with
Bijoux
A Sample Social Media Marketing Campaign for
Bijoux Diamond Company
What is Bijoux?
Background: What is the company about?
• Bijoux Diamond Company is the oldest familyowned jewelry manufacturer in the U.S.
• Bijoux has branches in major cities in 35 states
• Bijoux specializes in importing non-conflict
diamonds from Africa and Asia to create oneof-a-kind pieces
• Bijoux is famous for its handcrafted
engagement, wedding and anniversary rings
The Orchid Collection
Background: What is the company trying to market using
social media?
• The Orchid Collection is a line of Bijoux
jewelry fashioned to recreate the timeless
beauty of the orchid flower.
• The collection uses diamonds and precious
stones such as amethysts and rubies set in
silver, platinum and rose gold
• The line is set to be released in two months,
and an innovative marketing campaign needs
to be ready to go with it.
The Jewelry Market
Market Analysis: What is the market situation?
• In 2009, diamond sales plummeted due to the
recession.
• Bijoux Diamond Company grossed over $1
billion, a 3% reduction from its 2008 profits.
• The jewelry market is slowly making a
comeback, with gold at $1,125 per share and
silver at $17.52 per share.
• Market research has shown consumers are
more willing to pay for “local” and handcrafted
jewelry than purchasing from a chain store.
How to “Say it with Bijoux”
Market Analysis: Who are you marketing toward?
• “Say it with Bijoux” will market all Bijoux
products with specific emphasis on The Orchid
Collection
• The campaign will include television,
magazine and newspaper advertisements, as
well as social media components.
• Target market will be younger couples and
professionals
• Have a social media sign-up along with a
mailing list at each store
Campaign Goals
Social Media Marketing Plan: What are the goals of your
marketing plan?
• Make up for the 3% fall
in sales from 2008-2009
• Increase sales of The
Orchid Collection
• Reach a younger target
market that was
previously unaware of
Bijoux Diamond
Company
Say it with
Bijoux:
Bijoux Diamond
Company
Say it with a Fan Page
Social Media Marketing Plan: Where are you
advertising; How are you promoting your product?
• Create a Facebook Fan Page
• Features:
– Photographs of Bijoux collections
– Promotions for fans, using coupons specifically
sent out over Facebook
– Weekly updates
– Allow fans to submit “Say it with Bijoux” stories to
be featured on the update
Home
Search
Say it with Bijoux
Wall
Bijoux Diamond Company
The Orchid Collection
Edit Page
Info
Photos
Profile
Account
Become a Fan
Discussions
Basic Info
Founded:
1924
Add to My Page’s Favorites
Detailed Info
How do you say, “I love you?”
How do you say, “Happy birthday?”
How do you say, “I’m sorry?”
Say it…with Bijoux.
Website:
Company Overview:
http://www.BijouxDiamondCo.com
http://www.BijouxDiamondCo.com/TheOrchidCollection
Bijoux Diamond Company is the oldest family-owned
handcrafted jewelry manufacturer in the United States, with
branches in 35 states.
Bijoux is famous for its handcrafted engagement, wedding
and anniversary rings, as well as one-of-a-kind pieces
created by our 29 master jewelry artists.
Information
Founded:
1924
Mission:
Products:
Be it love, thanks, congratulations and everything in
between, we invite all of our fans to show us how you “Say it
with Bijoux!”
Bijoux Diamond Company strives to provide our patrons with
the highest quality of handcrafted jewelry, customer relations
and reasonable prices.
Introducing The Orchid Collection: Pieces fashioned to
recreate the timelessness and beauty of the orchid flower
Say it with a Tweet
Social Media Marketing Plan: Where are you
advertising; How are you promoting your product?
• Username: SayItWithBijoux
• Account will feature
– Single photograph, changed frequently, of an
Orchid Collection piece
– Daily tweets linking to other social media outlets
and store Web sites
Home Profile Find People Settings Help Sign out
Name SayItWithBijoux
Bijoux
The Orchid
Collection
SayItWithBijoux
Location United States
Bio Whatever you need
to say, say it with Bijoux.
Atlanta, GA location announces 40%
off sale on all Pearline Collection
items: http://www.bijouxatl.com
less than 20 seconds ago via web
200
435
0
Following
Followers
Listed
Tweets
345
Favorites
Following
Bijoux in the News: http://www.usatoday.com/bijouxstory-2010
8:35 a.m. Mar 2nd via web
Check out Coralynn and Ronnie’s “Say It” story:
http://sayitwithbijoux.blogspot.com/Cora&Ronnie
8:35 a.m. Mar 2nd via web
View all
Say you’re proud to be Irish with Bijoux’s St. Patrick’s
Day gift specials!
http://www.bijouxdiamondco.com/stpatscoupon
10:19 a.m. Mar 1st via web
RSS Feed of
SayItWithBijoux’s
tweets
Say it with a Blog
Social Media Marketing Plan: Where are you
advertising; How are you promoting your product?
• http://SayItWithBijoux.blogspot.com
• Advertisements and links to individual store Web
sites
• Posts Include
– “Say it with Bijoux” Story of the week, submitted by
a social media fan
– Promotions, similar to those on the Facebook fan
page
– Bijoux in the news, with links to news stories about
the company
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Say It With Bijoux
FOLLOWER S
WEDNESDAY, MARCH 17, 2010
Say, “I’m Irish!”
Follow
Happy St. Patrick’s Day to all of our Blog fans out there!
with Google Friend Connect
Followers (345)
More >>
As a special offer, Bijoux Diamond Company stores nationwide are hosting a LUCKY LEPRECHAUNS jewelry event!
Here’s how to get involved:
1) Check out our YouTube video channel.
BLOG ARCHIVE
2010 (24)
March (8)
Say, “I’m Irish!”
NEWS: St. Pat’s Special
2) Watch the St. Patrick’s Day jewelry commercial. You
should see a secret password in the bottom right-hand corner.
The word only shows up for about 10 seconds, so keep an
eye out!
3) Take the secret password to any Bijoux store by closing
time today. You will be given a LUCKY LEPRECHAUNS
scratch-off coupon to redeem at the register.
Welcome Spring
ABOUT ME
Lucky Leprechauns prizes include:
1) Free emerald stud earrings or silver shamrock earrings
Bijoux
Diamond
Company
2) Anywhere from 5 to 25% off any Bijoux purchase through
March 31
3) An Ireland vacation for two
Bijoux Diamond Company is
the oldest family owned,
GOOD LUCK!
Say it with a Video
Social Media Marketing Plan: Where are you
advertising; How are you promoting your product?
• Create a YouTube Bijoux Diamond Company
channel
• Encourage social media followers to send in
videos and stories to be featured
• Upload commercials and promotional videos
• Videos can be shown on the blog and
Facebook and can be linked to via Twitter
Search
Create Account or Sign In
Subscriptions History
Upload
Home Videos Channels Shows
Say it
with
Bijoux
BDC
Bijoux Diamond
Company:
Bijoux Diamond Company
Bijoux Diamond Company
Bijoux Diamond Company’s Channel
The Orchid
Collection
Subscribe
Uploads
Playlists
Search
Date Added | Most Viewed | Top Rated
Feeling Lucky?
Replay
99 views – 4 hours ago
Orchid Collection
314 views – 8 days ago
Colored Gems
78 views – 15 days ago
0:30 / 0:30
350 p
0:30 / 0:30
360 P
Now, it’s Your Turn.


Using the company your group created earlier,
build a social media marketing plan.
Some things to consider:
 What
social media sites should we use?
 What is our target market?
 What should the goals of our campaign be?

This one might require you to look up some economic
statistics of your company’s market and possible competitors.
 What

colors and identifiers should we use?
The “Say it with Bijoux” campaign used pink, black, silver and
white, and pictures of orchids on each site. There were
several different logos as well.