Optimizing Social Media Strategy for Spokin’ Wheels
Introduction
MKT FPX 5410 Assessment 2 Having laid the groundwork for Spokin’ Wheels with its marketing mix and web presence, the next step is to utilize the influence of social media. To reach out further online, it is imperative that Spokin’ Wheels develops and maintains accounts on leading social media platforms, engaging actively with a growing online community. Similar to gardening, social media needs ongoing attention and active engagement to flourish. This entails posting new material periodically, interacting with clients, and remaining cognizant of trends to improve marketing.
Social Media Platforms
When discussing social media, the primary sites that typically come to mind are Facebook, Twitter, Instagram, and LinkedIn. In addition, search engines, through which customers can write reviews and responses from companies, are also considered under social media. Successfully managing these websites requires more than just existing; it requires active participation, posting of content, and engagement. Social media encompasses a number of online and mobile platforms that enable users to engage and exchange content. Caffery and Smith (2017) inform that social media is about creating communities and encouraging participation (p. 225).
MKT FPX 5410 Assessment 2 Social Media Plan for Spokin’ Wheels
Social media sites can be divided as follows:
With so many platforms to choose from, choosing the right ones and using them optimally can be overwhelming. Strategically selecting the right platforms based on our marketing goals and audience is important. Radical changes in social media marketing require strong leadership to define and champion the vision, allocate funds, and implement required organizational change (Caffery & Smith, 2017, p. 232).
Customer Persona
To successfully market, knowing our customer personas is critical. Customer personas can be existing as well as prospective customers. Two types of customers Spokin’ Wheels primarily focuses on are the ROPO (Research Online, Purchase Offline) persona and the Millennial persona.
MKT FPX 5410 Assessment 2 The ROPO persona includes customers who buy in-store but look up our products or visit our events on our website. The Millennial persona, as per Andrej Perc, includes “searchers” who are ready to buy and “wanderers” who require more interaction and genuine reviews before making a purchase. This segmentation enables us to cater to both in-store and online requirements so that no customer is left out.
Benchmarking and Goal Setting
To leverage the use of social media to spur the growth of Spokin’ Wheels, having clear goals and monitoring changes is essential. We create our marketing strategy based on the 5 S’s of Digital Marketing: Sell, Speak, Serve, Save, and Sizzle.
• Sell: The initial step that we would take is the redesigning of our website so that it becomes more user-friendly. We would have an online product manager manage product details and customer inquiries. Having social media tags on every page would drive traffic to our social sites. We will use Facebook and Instagram as the main means of reaching followers and making sales announcements. We would like to have 250 followers on each platform within a month.
• Engagement: Engagement is important so that we have a following. We will start our campaign with a weekly contest in order to encourage sharing and liking what we share. Through our existing customers, we will encourage likes and shares. Weekly rides will generate social media content that is interesting, and when we reach 250 followers, we will give the participants branded swag as a reward. We will also use paid, earned, and owned media to boost our reach and create unique hashtags for our brand.
• Serve: Social media platforms create windows for customers to give feedback, reviews, and personal experiences. User-generated content can serve as promotion and customer service. Encouraging customer interaction with us and with each other creates brand promotion and community engagement.
MKT FPX 5410 Assessment 2 Social Media Plan for Spokin’ Wheels
• Save: Social media helps save money in terms of advertising through the sharing of a virtual attitude and transforming into a paperless business. Posting content to Facebook and cross-posting it to Instagram saves time with duplicated messaging on the two platforms. This also expands our exposure to various segments of customers.
• Sizzle: Engagement is all about creativity. Inclusion of virtual reality experiences, such as helmet cameras on attractions, could provide an immersive experience for those who are unable to be present. Future releases of the app may include personal statistic tracking and fueling friendly competition between riders. A social media team tasked with the effort will maintain fresh, interesting content.
Challenges
• Overseeing: Despite a dedicated team, there is a requirement to keep an eye on 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 social media use must be distinguished. A good social media policy will define what is acceptable content and stay professional, thereby avoiding pitfalls.
• Listening: Listening is more than reading comments; it is about knowing customer need and online behavior. Social monitoring and research tools will assist in tracking conversations, capturing insights, and adapting our strategy accordingly (Caffery & Smith, 2017, p. 248).
Conclusion
It is crucial to take Spokin’ Wheels into the world of the internet in order to facilitate future growth. By redeveloping our website, strategically utilizing social media like Facebook and Instagram, and creating an online community, we can create a stronger brand and access new consumers.
References
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MKT FPX 5410 Assessment 2 Social Media Plan for Spokin’ Wheels
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