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BUS2SMV Social Media and Visualisation Assessment 2: Social Media Marketing Plan Word limit – 2000 words (+-10%) (excluding Cover Page, Executive Summary, Actiovation Plan, References and Appendices) Format – Times New Roman, 11 font size, 1.15 spacing, 12pt spacing between paragraphs. Brief Structure Purpose To develop a social media marketing strategy and campaign to attract B2B and B2C traction for Med-Con Company Name Med-Con Organisational Background Australian Owned & Operated Med-Con is a Manufacturer and Importer of disposable protective apparel, medical packaging, sterilisation products and hospital storage and transport systems. More information at: About – Med-Con (medcon.com.au) Marketing Goals • Locally Made products / Australian Made. • Distributors / Medical / Dental / Veterinary/ manufactueres / distributors / wholesalers. Challenges • Unable to advertise medical devices / lack of marketing knowledge Facebook page / website is about all we have done. Current or Previous Work Facebook page / website is about all we have done Target Market Distributors / Medical / Dental / Veterinary/ manufactueres / distributors / wholesalers (B2B) General (public) consumers (B2C) Intended Communications Mix • Social Media (Facebook + whatever suggestions you have) Key Issues/Considerations Check website to determine https://www.medcon.com.au/about/ Task - Develop a Social Media Content Strategy to achieve the Marketing Goal above. Outline presented below. 1. Cover Page 2. Executive Summary (10% of the overall word limit, NOT INCLUDED IN THE FINAL WORD COUNT) a. Efficiently summarise the report including key findings and takeaways and proposed courses of action. b. Here is a good video outlining what has to be included – click here to watch c. Here is a detailed guide to writing a good Exec Summary – Crafting a Powerful Executive Summary - HBS Working Knowledge - Harvard Business School 3. Introduction (100-150 words) – Introduce organisation and result of social media audit briefly. Outline of the rest of report. 4. Social Media Audit a. SWOT (min 3 pts. for each of SWOT) b. Competitor Review (Week 3) – Use SocialBlade to conduct this. You can also go on competitor website to check. c. Social Media Monitoring - Use elements from BuzzSumo and/or Brand24 (some examples already provided in Week 3; some you may need to conduct on your own). You will need to present the analysis with appropriate schreenshots of dashboards from BUzzSumo and/or Brand24. Do not simply copy the full dashboard from these locations with out any propper analysis or explanation. 5. Social Media Goals and Objectives a. Out of the goals theams provided select TWO and develop Two major goals b. For each of the goals, develop 3-4 SMART Objectives (minimum of 2 Objectives per Goal selected) 6. Segmentation & Targeting a. Create the THREE Personas based on the Target Market presented in the brief. One Current and two Potential customer profile (one for B2B and the other for B2C). Also make sure that you describe the segmentation variables for B2B and B2C before you include personas you created. Please look at the examples provided under resources section to get a better idea. 7. Proposed social media campaigns (2 campaigns). Each Campaign will include (must use creative graphics) a. Type of campaign – Select and briefly explain your choice i.e., link it with the Persona characteristics (e.g. #healthytasty, #back2campus, giveaways, testimonials, free professional development seminars, get career ready etc.) b. Platform(s) – Justify platform mix (using the honeycomb framework and competitor review) c. Duration – For how long you want to run these campaigns. d. Key Message – Campaign specific e. Goals and Objectives (this is campaign specific, which must align with the main goals and objectives) f. Engagement and Content Strategy – Description of the execution, type of content, intended outcome etc. g. Visual Mockup of the campaign – you can use Canva, Photoshop etc. https://students.unimelb.edu.au/academic-skills/explore-our-resources/report-writing/executive-summaries https://hbswk.hbs.edu/archive/crafting-a-powerful-executive-summary https://hbswk.hbs.edu/archive/crafting-a-powerful-executive-summary 8. Activation Plan (not included in the word count) a. Table with activities and timeline – Use Social media content calendar (from week 4) (You can also include a Gantt chart in your appendix, for the 2 campaigns. Anything in the appendix is not part of the word count.) 9. Monitoring Performance a. Define how you will measure performance/progress. The metrics selected must justify the objectives it is measuring. Metrics must match the above objectives. 10. References (not included in the word count) a. Minimum of 6 academic references. In text-references needed b. Harvard referencing style (see https://latrobe.libguides.com/harvard) 11. Appendix/Appendices – (if used, not included in the word count) https://latrobe.libguides.com/harvard 1 Social Media Marketing Plan on Pana Organic MKT5SMS: Social Media Strategy Name of Professor: Dr. Abhinav Shrivastava La Trobe University Winnie Wai Chung, Wong 20138953 World Count: 2,723 Words Date: 7 May 2021 2 Table of Contents 1. Executive Summary 3 2. Introduction 4 3. Situation Analysis 4 - 7 4. Goals and Objectives 5. Marketing Strategy 8 - 14 5.1 Segmentation and Targeting 5.2 Personas 5.3 Positioning 6. Engagement and Content Strategy 14 - 19 6.1 Customer Contact Plan 6.2 Key Brand Messages 7. Activation and Measurement Plan 20 - 24 8. Bibliography 25 - 27 9. Appendices 28 - 42 3 1. Executive summary In later 2019, the novel coronavirus (COVID-19) emerged, and it became a global pandemic by the first quarter of 2020. This evidently changed consumers behaviours around the world. It created a rise in demand for more sustainable source products. Due to challenging economic times, consumers became wearier of what they purchased. This consequently affect the way Pana Organic (written as Pana in the following report) operates and produce its products. The aim of this strategic social media marketing plan is to outline how Pana Organic can grow in both business and profitability wise during in a post-pandemic time. The strategy includes strategic approaches on how to achieve two sets of goals, drawn from the situational analysis, during a slow global economic recovery caused by COVID-19. By implementing the mentioned strategy approaches and tactics, Pana will have a successful chance to gain an estimated of 20% in total revenue in 12 months and potentially be the number one vegan organic chocolate company in the southern hemispheres and globally. 4 2. Introduction Panagiotis Barbounis founded Pana Organic in 2012 when he was switching his diet to a vegan diet. He found it there was a lack of vegan chocolate in the market at that time. Along with his experience in the hospitality, food and beverage industry, he ventured into creating his own vegan and organic chocolate. Barbounis started with just chocolate bars and expanded to ice-cream, spreads, cocoa powder a recipe book and recently, eco-tote bag. Pana Organic (Pana) has ventured into the United Kingdom (UK) and European (EU) markets as well on the domestic market. Pana uses five social media platforms to engage with its customers, as shown in the audit. However, this report also outlines that Pana’s website is considered as a social media platform as McEvenue et al. (2016) notes websites are symbiotic to other social media platforms similarly to Facebook and Instagram. This report is a social media marketing plan for Pana. It will be highlighting core components on Pana’s current performance on social media and implying suggested measurements along with an activation plan to the mentioned strategies. As majority of consumers in EU countries bare many similarities to consumers in UK, the marketing strategy will be focusing on consumers in UK region. This will give Pana an easier targeting path for both domestic and international markets. This reports also highlights key brand messages, an activation plan and an estimated budget allocation of $10,486.45 for Pana in the launch of the suggested campaigns. This report aims to further improve Pana’s social media performance and to ensure that the company will the top vegan organic chocolate company in Australia and possibly the world. 3. Situation Analysis 3.1 PESTLE ANALYSIS 5 Table 1 PESTLE Analysis on Australia 3.2 Competitor Analysis 6 This report further analyses direct competitors of Pana which is shown in Appendix 1 in addition to the social media audit’s review of Pana’s competition. Alter Eco Chocolate, Bennetto, Loving Earth and Hey Tiger are the four main competitors they compete in vegan and organic products market along with Pana. Based on Google Trends, though there is a demand in vegan and organic chocolate (see Appendix 2), only a small percentage of consumers know the brand Pana Organic (See Appendix 3), and they are from Australia. With that being said, only 33% of Australian consumers know the brand name. Pana needs to ensure that it has competitive advantage over its competition, and this can be derived from the following SWOT analysis. 3.3 Social Media SWOT Analysis Table 2 SWOT Analysis based on Pana’s Social Media Accounts 3.3.1 Strength and Opportunities (Internal analysis) Based on the SWOT analysis, Pana has strong promotions on channels (Pana Organic 2020a), and it guides viewers and customers on how to use its products in baking. Pana aims to educate its viewers that one could do so much more with chocolates and spreads. This consequently became another strength of Pana, in building an active community which formed customer-to-customer (C2C) engagement. Pana