Location via proxy:   [ UP ]  
[Report a bug]   [Manage cookies]                
SlideShare a Scribd company logo

Sample Social Media Marketing Plan Summer 08

•Download as PPT, PDF•
•
Becky Carroll
Becky Carroll

Instructor: Becky Carroll (customersrock.net). Sample final project from UC San Diego Ext Marketing via New Media class, Summer 2008

1 of 25
New Media Project Copyright We ROCK 4 Kids! and UCSD Extension 2008 May not be used without permission
POST P eople O bjective S trategy T echnology
People Target audience: Moms that are interested in their families’ health and well-being Forrester’s Social Technographics Profile indicates: Moms are less likely to be Creators, yet participate as Critics more than the rest of the population Almost half are Joiners Over half are Spectators Data from Forrester Research Technographics ｮ surveys, 2007. For further details on the Social Technographics profile, see groundswell.forrester.com.
Objective To gain donations for the healthy snacks and building tracks program
Strategy Create an online community for moms that potential sponsors will want to market to.
Technology A website where moms can meet in cyberspace with a ● Forum ● Polls ● Blog ● Photo/video gallery ● Calendar of events ● E-Newsletter ● Advocacy
Blog What? The blog will talk about food, cooking, health and fitness. How? Specialists will blog twice a week about health and fitness subjects. Why? Tips from specialists are valuable and will generate traffic to the website.
 
Web Forums What? Web application for holding discussions and posting user-generated content How? Moms can use it as a way to exchange information about their kids, asking questions and advices from others moms Why? It is an excellent tool to learn from another mom’s experience, to share concerns, to make a community and allow the mom’s help each other.
 
Calendar Events What? A guide to locating events. How? Disseminate dates and locations for future events on the website. Why? Increase participation.
 
e-Newsletter What? Publication delivered electronically via email about one main topic that is of interest to its subscribers How? We Rock 4 Kids selects one important topic per month and sendd the e-newsletter to moms and teachers Why? Share ideas and resources and receive expert advice. Space to promote sponsors and partners’ brands.
 
Polls What? ● A survey of public opinion from a particular sample How? ● Put a poll on the first page of the website with a specific topic. e.g. First Poll : What would you like to name our mom’s community? Second Poll : What is your child’s favorite snack? Third Poll : How many hours do you exercise with your children? Why? ● Moms are great critics and polls are a way for them to have input.
 
Photo/Video Gallery What? ● Special section for photos and videos How? ● Post “Before and After” pictures of the tracks. Post pictures with children playing and having fun on the tracks. Why? ● A picture is worth a thousands of words.
 
Advocacy What? ● Members can check useful information of government and local civic groups How? ● New topics are updated and displayed on the site. Put links to city and school websites providing users with current regulations and policies regarding children’s health. Why? ● A wide range of information support will help the activity
The California Food Guide is a collaborative project between the California Department of Health Care Services, California Department of Public Health, and the Inter Agency Nutrition Coordinating Council.  http://www.californiaprojectlean.org/views/Learn_About_California_Project_LEAN.asp California Project LEAN (Leaders Encouraging Activity and Nutrition) (CPL) is a joint program of the California Department of Health Services and the Public Health Institute focusing on youth empowerment, policy and environmental change strategies, and community-based solutions..  http://www.dhcs.ca.gov/Pages/default.aspx DHCS’ mission is to preserve and improve the health status of all Californians.  DHCS works closely with health care professionals, county governments and health plans to provide a health care safety net for California’s low-income and persons with disabilities.  
● Display ads in Family Magazine. ● Pitch story idea to Family Magazine for feature article. ● Submit news releases to the business and health sections of local print media: The Reader, San Diego Union Tribune,City Beat,San Diego Magazine… ● List events in calendar sections of social media: SDBackyard.com, DiscoverSD.com, Eventful.com and Going.com. ● Contact local PTA groups. ● Participate in local sport activities. How to generate traffic?
 
 
Associated Costs ● Website development and maintenance ● Video production and editing ● Advertising/promotion ● Executive training
CONCLUSION First listen. Start small, but plan for a larger presence. Reach out to your most active customers. Plan to drive traffic to your community. Let your customers lead you.

More Related Content

Sample Social Media Marketing Plan Summer 08

  • 1. New Media Project Copyright We ROCK 4 Kids! and UCSD Extension 2008 May not be used without permission
  • 2. POST P eople O bjective S trategy T echnology
  • 3. People Target audience: Moms that are interested in their families’ health and well-being Forrester’s Social Technographics Profile indicates: Moms are less likely to be Creators, yet participate as Critics more than the rest of the population Almost half are Joiners Over half are Spectators Data from Forrester Research Technographics ｮ surveys, 2007. For further details on the Social Technographics profile, see groundswell.forrester.com.
  • 4. Objective To gain donations for the healthy snacks and building tracks program
  • 5. Strategy Create an online community for moms that potential sponsors will want to market to.
  • 6. Technology A website where moms can meet in cyberspace with a ● Forum ● Polls ● Blog ● Photo/video gallery ● Calendar of events ● E-Newsletter ● Advocacy
  • 7. Blog What? The blog will talk about food, cooking, health and fitness. How? Specialists will blog twice a week about health and fitness subjects. Why? Tips from specialists are valuable and will generate traffic to the website.
  • 8.  
  • 9. Web Forums What? Web application for holding discussions and posting user-generated content How? Moms can use it as a way to exchange information about their kids, asking questions and advices from others moms Why? It is an excellent tool to learn from another mom’s experience, to share concerns, to make a community and allow the mom’s help each other.
  • 10.  
  • 11. Calendar Events What? A guide to locating events. How? Disseminate dates and locations for future events on the website. Why? Increase participation.
  • 12.  
  • 13. e-Newsletter What? Publication delivered electronically via email about one main topic that is of interest to its subscribers How? We Rock 4 Kids selects one important topic per month and sendd the e-newsletter to moms and teachers Why? Share ideas and resources and receive expert advice. Space to promote sponsors and partners’ brands.
  • 14.  
  • 15. Polls What? ● A survey of public opinion from a particular sample How? ● Put a poll on the first page of the website with a specific topic. e.g. First Poll : What would you like to name our mom’s community? Second Poll : What is your child’s favorite snack? Third Poll : How many hours do you exercise with your children? Why? ● Moms are great critics and polls are a way for them to have input.
  • 16.  
  • 17. Photo/Video Gallery What? ● Special section for photos and videos How? ● Post “Before and After” pictures of the tracks. Post pictures with children playing and having fun on the tracks. Why? ● A picture is worth a thousands of words.
  • 18.  
  • 19. Advocacy What? ● Members can check useful information of government and local civic groups How? ● New topics are updated and displayed on the site. Put links to city and school websites providing users with current regulations and policies regarding children’s health. Why? ● A wide range of information support will help the activity
  • 20. The California Food Guide is a collaborative project between the California Department of Health Care Services, California Department of Public Health, and the Inter Agency Nutrition Coordinating Council.  http://www.californiaprojectlean.org/views/Learn_About_California_Project_LEAN.asp California Project LEAN (Leaders Encouraging Activity and Nutrition) (CPL) is a joint program of the California Department of Health Services and the Public Health Institute focusing on youth empowerment, policy and environmental change strategies, and community-based solutions..  http://www.dhcs.ca.gov/Pages/default.aspx DHCS’ mission is to preserve and improve the health status of all Californians.  DHCS works closely with health care professionals, county governments and health plans to provide a health care safety net for California’s low-income and persons with disabilities.  
  • 21. ● Display ads in Family Magazine. ● Pitch story idea to Family Magazine for feature article. ● Submit news releases to the business and health sections of local print media: The Reader, San Diego Union Tribune,City Beat,San Diego Magazine… ● List events in calendar sections of social media: SDBackyard.com, DiscoverSD.com, Eventful.com and Going.com. ● Contact local PTA groups. ● Participate in local sport activities. How to generate traffic?
  • 22.  
  • 23.  
  • 24. Associated Costs ● Website development and maintenance ● Video production and editing ● Advertising/promotion ● Executive training
  • 25. CONCLUSION First listen. Start small, but plan for a larger presence. Reach out to your most active customers. Plan to drive traffic to your community. Let your customers lead you.