Popularity of Brand Posts on Brand Fan Pages Process

Question: Discuss about the Popularity of Brand Posts on Brand Fan Pages Process. Answer: Introduction: The exposure can be increased by 10% within a month so that more customers are attracted towards the firm (de Vries, Gensler and Leeflang 2012). The website traffic shall be aimed to increase by 20% within a month so that there are more footfalls and increased awareness. The increased website visits shall begin enthusiasm and develop loyal fans. The engagement may be increased by 15% through social media sites such as Facebook, Twitter and YouTube and help in greater interaction with the audience and solving doubts. The business can improve its market share by 5% within a month by increasing revenues. The improved market share can help in making the products or services more desirable. The firm sales and profitability is aimed to increase by 10% within a month so that the revenue stays ahead of costs (Kim and Ko 2012). The SEO shall be improved by 10%. The objective is to share a mix of blog posts, relevant links and engaging post by 40%. New customers shall be attracted and the cust omer base shall be expanded by 15%. The brand reputation shall be enhanced. Metrics or Key Performance Indicators (KPIs) Return on Investment- The ultimate aim of Momenta is to gain profitability. ROI shall be expressed in percentage and if is positive, it shall prove the effectiveness of the social media campaign. If the sales and revenue are going down, it shall implicate that the social media plan is not working. Conversion rate- This KPI shall measure the ratio of visitors getting converted from desirable ones to the ones buying products from Momenta. The amount of increase in customers can be measured and compare with the current customer base to realize the effectiveness of social media campaigns. The landing pages must be made more attractive for improving conversion rates. This KPI is important as in case of no new customers, the social media ineffectiveness can be assessed. Interaction and Engagement- It is important to interact with the customers to improve or make changes in the offerings. The firm must observe the bounce rate and time spent on the website is an indicator of how engaging the content is. The page views can also be measured to get a sign of audience engagement. Heat maps and click patterns can help in optimizing content and understand the content critical to the audience. Engagement as a KPI is important because in case of low impact of social media, engagement shall be low. Degree of Involvement- The measure of involvement helps in measuring active communication of the customers with Momenta. Facebook has a popular way of measuring the sentiments through comments. This enables two-way conversation and help in discussion. With just a few social shares, the reach of content can expand exponentially at an amazing rate. Sentiment as a KPI is important because in case of low impact of social media, discussions shall be low (Malthouse et al. 2013). Following is the Gantt Chart that represents a timeline of the activities that shall be conducted in the given timeframe- Particulars Week 1 Week 2 Week 3 Week 4 Creation of social media objective and goals Conducting social media audit Improving social accounts Getting inspiration from competitors and clients Creating a content plan Testing, evaluation and adjustment of social media marketing plan Creation of social media objective and goals- The first activity is to establish the objectives that have to be attained with the social media marketing. The objectives have been mentioned in the first section. The metrics such as Likes, Retweets, revenue and many others have to be established. Conducting social media audit- The current social media use must be audited, if any. A spreadsheet shall be created and the details of all social networks such as time spent, basic objective of social media needs to be stated. The target audience that can be considered for the marketing process and the content required for it. Improving social accounts- After completing the audit, the social accounts must be improved by optimizing SEO and generating more web traffic to the online properties. Cross-promoting social accounts can also be done. Getting inspiration from competitors and clients- Other famous brands such as Coca-Cola, Virgin, General Electric and various other multinationals must be observed and studied thoroughly so that inspiration can be taken from them. Their habits of sharing and using the social media must be followed. Creating a content plan- Content creation and curation must be done such as the type of content, frequency of posting content, target audience, person creating the content and promotion of content must be formulated. Testing, evaluation and adjustment of social media marketing plan- The number of clicks, page visits and tracking success of social campaigns. The success and failures must be recorded so that necessary adjustment can be made in developing further campaigns (Peters et al. 2013). Deliverables Blogs 1000 posts shall be generated using Blogs. 500 social shares shall be generated. The audience growth for both unique and return visitors shall increase by 15%. There shall be SEO improvement by 5%. Facebook The website traffic shall increase by 15%. The number of page followers shall increase by 20%. The number of shares generation shall be over 500. The number of likes generated shall be over 1500. Twitter The number of mentions and retweets shall be over 1500. The number of favourite tweets shall increase up to 700. The number of followers of the page shall increase by 20%. YouTube The number of views shall be over 3000. The number of shares shall be over 1000. Budget Following table represents the budget that may be used by the firm for social media marketing plan implementation- Category Amount (SGD) Content Creation Graphics Writing Video S$ 45 Social Engagement Twitter Facebook YouTube S$ 200 Social Advertising Twitter Facebook YouTube S$ 30 Promotions S$ 100 Software Tools Scheduling Monitoring Analytics S$ 65 Total Amount (SGD) S$ 440 The above budget is necessary to conduct social media marketing effectively. References de Vries, L., Gensler, S. and Leeflang, P., 2012. Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing.Journal of Interactive Marketing, 26(2), pp.83-91. Kim, A. and Ko, E., 2012. Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand.Journal of Business Research, 65(10), pp.1480-1486. Malthouse, E., Haenlein, M., Skiera, B., Wege, E. and Zhang, M., 2013. Managing Customer Relationships in the Social Media Era: Introducing the Social CRM House.Journal of Interactive Marketing, 27(4), pp.270-280. Paniagua, J. and Sapena, J., 2014. Business performance and social media: Love or hate?.Business Horizons, 57(6), pp.719-728. Peters, K., Chen, Y., Kaplan, A., Ognibeni, B. and Pauwels, K., 2013. Social Media Metrics A Framework and Guidelines for Managing Social Media.Journal of Interactive Marketing, 27(4), pp.281-298.