MKT FPX 5410 Assessment 2

Optimizing Social Media Strategy for Spokin’ Wheels

Introduction

With the foundation of Spokin’ Wheels’ marketing mix and online base established, the next step is to take advantage of social media power. To further expand our web presence, it is important that Spokin’ Wheels make and keep accounts on prominent social media platforms, being proactive in engaging with a growing online community. Similar to caring for a garden, social media needs constant care and active engagement to flourish. This includes frequent updating of content, interacting with customers, and being mindful of trends to boost marketing.

Social Media Platforms

In social media terms, the primary sites that typically come to mind are Facebook, Twitter, Instagram, and LinkedIn. In addition, search engines, through which customers can post reviews and business responses, are also included in social media. Utilizing these websites effectively requires more than having a presence; it requires active participation, content sharing, and engagement. “Social media” is the term used to describe various mobile and internet channels through which users can interact and share information. Caffery and Smith (2017) argue that social media is more about creating communities and encouraging participation (p. 225).

MKT FPX 5410 Assessment 2 Social Media Plan for Spokin’ Wheels

With many platforms to choose from, how to pick the right ones and use them is overwhelming. It is important to select the right platforms strategically that fit our marketing goals and our audience. Radical changes in social media marketing require strong leadership to communicate and champion the vision, allocate resources, and implement required organizational changes (Caffery & Smith, 2017, p. 232).

Customer Persona

Understanding our customer personas is fundamental to effective marketing. Customer personas refer to our existing and possible customers. Spokin’ Wheels primarily serves two categories of customers: the ROPO (Research Online, Purchase Offline) customer and the Millennial customer.

The ROPO persona consists of customers who make purchases in-store but look up our products or visit our events on our site. The Millennial persona, as described by Andrej Perc, consists of “searchers” who are ready to buy and “wanderers” who require more engagement and genuine reviews before they make a purchase. This technique helps us cater to both in-store and online needs so that none of our customers are left out.

Benchmarking and Goal Setting

To leverage social media to propel the growth of Spokin’ Wheels, it is essential to have clear goals and monitor progress. Our marketing plan is created with the 5 S’s of Digital Marketing: Sell, Speak, Serve, Save, and Sizzle.

• Sell: The initial thing that we would do is revamp our website to provide a better user experience. We would have an online product manager manage product details and customer inquiries. Using social media tags on every page would drive traffic to our social channels. We will use Facebook and Instagram as the main means of engaging with followers and announcing sales. We aim to have 250 followers on both sites in the first month.
• Engagement: Engagement is important so that we have a following. We will initiate our campaign by having a weekly contest to encourage sharing and liking what we publish. With the existing customers that we have, we will encourage likes and sharing. Weekly rides will generate content for social media that is dynamic, and as soon as we reach 250 followers, we will reward participants with branded merchandise. We will further leverage paid, earned, and owned media to enhance our visibility and create proprietary hashtags for our brand.
• Serve: Social media platforms create opportunities for customers to offer comments, reviews, and individual experiences. User-generated content can serve as both customer service and marketing. Enabling customer engagement with us and with each other fosters brand promotion and community engagement.

MKT FPX 5410 Assessment 2 Social Media Plan for Spokin’ Wheels

• Save: Social media will save money by promoting a digital mindset and transitioning to a paperless operation. Posting on Facebook and Instagram with cross-posting will save time with one message on both platforms. This method also makes us more visible to different groups of customers.
• Sizzle: Creativity is the essence of engagement. Incorporating virtual reality experiences, such as helmet-mounted cameras on rides, may provide an experience for those unable to attend in person. Upcoming app releases could include tracking personal statistics and fostering friendly competition among riders. A social media team assigned specifically to the task will provide continually fresh and compelling content.

Challenges

• Overseeing: Despite a dedicated team, there is a requirement to monitor content and processes. Keeping an eye on sales support, customer service, human resources, public relations, and marketing ensures goals are met and brand reputation is upheld.
• Governance: Personal and professional usage of social media must be distinguished. A thorough social media policy will define what is acceptable content and stay professional, thereby avoiding pitfalls.
• Listening: Listening is not merely reading comments; it involves understanding customer demand and online activity. Social monitoring and research tools will assist in tracking conversations, gathering insights, and refining our approach accordingly (Caffery & Smith, 2017, p. 248).

Conclusion

It is crucial to bring Spokin’ Wheels into the online arena to aid in future growth. With the redesign of our site, utilizing social media like Facebook and Instagram in a well-thought-out manner, and establishing an online presence, we can develop a stronger brand and tap new consumers.

MKT FPX 5410 Assessment 2 Social Media Plan for Spokin’ Wheels

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Liner, J. (2019, September 5). Council post: Digital advertising and marketing strategies for reaching the modern customer. Retrieved April 13, 2020, from https://www.forbes.com/sites/forbesbusinessdevelopmentcouncil/2019/09/05/digital-advertising-and-marketing-strategies-for-reaching-the-modern-customer/#597e2b6c6762

Malhotra, A., Malhotra, C. K., & See, A. (2013). How to create brand engagement on Facebook. MIT Sloan Management Review, 54(2), 18-20. Retrieved from http://library.capella.edu/login?qurl=https%3A%2F%2Fsearch.proquest.com%2Fdocview%2F1266763126%3Facc

Perc, A. (n.d.). The five basic types of online shoppers. Retrieved April 28, 2020, from https://blog.creatim.com/en/five-basic-types-of-online-shoppers

Prideaux, J. (2017, July 28). Implementing the 5Ss into your digital strategy. Retrieved April 13, 2020, from https://www.mysocialagency.com/implementing-5s-digital-marketing-strategy/