Appendix A: Daisy’s social media plan
Daisy’s is a local flower shop with a great reputation and a loyal customer base. The team is thinking of expanding by opening another store in a neighboring town. They would also like their online sales to increase nationally.
The team starts by putting together a SWOT analysis to identify their strengths and weaknesses, and find out where the opportunities and threats will come from (see table A1, overleaf). After completing this they put together their social media plan (see table A2, overleaf), where they brainstorm about the purpose, projected achievements and outcome of the social media campaign, and identify their short- and long-term social media objectives. Finally they complete the content plan (see table A3 on p. 198), which gives them an idea of what their social media campaign will be focusing on. In this case, they will be using Facebook to create dialogue with their customers (mainly women aged 35 to 50) in the hope that they become cheerleaders for the brand.
Table A1 Daisy’s SWOT analysis
Strengths
|
Weaknesses
|
Opportunities
|
Get Marketing with Social Media: 10 Easy Steps to Success for Business now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.