Question

Propose a social media marketing campaign for a hypothetical business:

What steps would you take?

What platforms would you use and why?

How would you assess whether or not you were successful?

How would you need to modify your pitch to be effective in social media?

Answer 1

Solution -

The business that I have chosen for designing and setting-up of a social media campaign is for a designer cake bakery. This is a unique bakery which designs theme cakes for different social events. All these cakes are highly exclusive and are made on order as per the event and the budget. To promote the business and setup a social media campaign I would do the following -

1. Setup the objectives of the campaign like promote sales and brand of the bakery, increase market visibility of the company etc.

2. Define budget

3. Define the ideal customer

4. Create an audit on the social media channels to ensure maximum interaction of the brand with the customers.

5. Define content

As per the above definition and clarification I would pickup the social media channels. As per the bakery business scenario and the niche offering I would pick up Face Book and You Tube as a medium to fetch orders and advertise the bakery skills of the outlet. I would also advertise festival theme cakes through the Face Book page so as to attract more customers and also post videos of the cakes made so as to provide customers with ideas. My choice about the social media channels would mostly be governed by the amout of customer visibility for the brand and also about the means for securing business orders and feedback. For this purpose I believe that Face Book and You Tube would prove apt channels as most of the high profile customers and even organizers are available on these channels.

My success criteria would be basis the growth in the number of customers on regular time intervals on these channels and also on the translation of these visitors to business orders which as a ratio should show continuous improvement. I would define threshold figures for both these criteria as per the available market.

I would depend on customer feedback to enable me to modify my pitch. I would always ensure to send out positive responses and tweak my messaging as per customer requirements which I would ascertain from customer comments and responses. I would also ensure that prompt responses to customer and viewer comments are sent so that my customer centricity is highlighted and a positive message is sent out in the market. This will also help me ascertain customer preferences and tweak my business offering.