social media marketing plan

. TEW 6:46 PM 15%D Aa To a D Executive Summary XYZ Coffee Company has a wide range of market segments, ranging from luxury coffee drinkers to professionals. However, younger people are not typically coffee drinkers, and they represent a lucrative, massive, untapped market segment, especially the more affluent youths. The primary focus of this social media marketing plan is to use the social web as a means to find, engage, attract, and retain this upscale youth market as XYZ Coffee Company patrons. It is based on comprehensive research of the company's current social media presence, competitive intelligence, and target market analysis. This thorough examination and appraisal has resulted in a set of specific actionable social media goals and in optimal strategies for reaching those goals as well as the best social media tools for successfully executing and monitoring the plan. Social media goals for the XYZ Coffee Company include: Strengthening the brand, primarily among the more affluent youth market segment 354 Reader Contents Notebook Bookmarks More . TEW 6:46 PM 14%D Aa To Q Social media goals for the XYZ Coffee Company include: Strengthening the brand, primarily among the more affluent youth market segment Driving word-of-mouth recommendations Improving customer satisfaction Generating and implementing new product ideas Promoting advocacy Increasing foot traffic in the stores Search Engine Optimization (SEO) to increase traffic and conversions A set of comprehensive social media strategies will be employed to achieve the above goals. These strategies include listening, interacting, engaging, embracing, influencing, and contributing to the social web. In addition, this plan describes how the progress of social media efforts will be tracked, measured, and evaluated. These actions will enable the plan's execution to be tuned to obtain optimal results. A detailed budget shows the cost of implementing the plan. The plan concludes with a return on investment analysis. The team leaders responsible for preparing, overseeing, and executing the plan include the VP of marketing Lisa Shea the director of 355 Reader Contents Notebook Bookmarks More . TEW 6:47 PM 14%D Aa 1 Q 0 Brief Overview Over the last two decades, coffeehouses have become part of the American landscape. Millions of people purchase an espresso-based coffee drink daily. The willingness to spend $3 to $5 for a cappuccino, mocha latte, or chocolate-ice-blended drink occurred within just the last decade, largely due to Starbucks. The specialty-coffeehouse industry continues to grow at a strong pace. Affluent youth, not normally heavy consumers of coffee, represent a niche market that has yet to be tapped. As explained below in detail, social media can be used to observe, interact, engage, and influence this market segment. These actions will help attract and retain this youth market as XYZ Coffee Company patrons, in combination with XYZ Coffee Company's high-volume, upscale, inviting atmosphere, and high- quality products. Moreover, most of the XYZ Coffee Company's locations are near university or college campuses, locations that provide easy access for this target market. 355 Reader Contents Notebook Bookmarks More . TEW 6:47 PM 14%D Aa - QD Social Media Presence XYZ Coffee Company began utilizing social media in 2009. Today, the social media health of the brand is good. Analysis of sentiment (opinion) across the social web shows that 55% of customer mentions of the company are positive. However, this sentiment analysis also reveals that 30% of company mentions are neutral, with a troubling 15% negative. This last figure is less disturbing when compared with the negative sentiment analysis scores for the company's two closest competitors, ABC Coffee and Dolt Coffee Shops. Forty three percent of social mentions about ABC are negative, with a staggering 57% of social mentions of Dolt being negative. In this context XYZ's lower negatives indicate the company is doing a better job than the competition. In addition to this holistic assessment of the social media presence of the company, it is useful to examine how the company is performing on individual social media platforms. The following are five key metrics for auditing a company's social media presence on individual social media platforms: Sentiment Analysis: Shows the number of 355 O E G ... Reader Contents Notebook Bookmarks More