Social Media Plan FINAL
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Transcript of Social Media Plan FINAL
Social Media Plan Maryville Florist
Social Media Strategies Jenny Hutton, Heather Elder, Shelby Montgomery,
and Andrea Crawford
TABLE OF CONTENTS TABLE OF CONTENTS………………………………………………….…..PAGE 2
MISSION…………………………………………………………………….……PAGE 3
HISTORY………………………………………………………………………...PAGE 3
SOCIAL MEDIA FOOTPRINT…………………………………………….PAGE 4
FACEBOOK………………………………………………………………PAGE 4
PINTEREST……………………………………………………………..PAGE 5
INSTAGRAM…………………………………………………………….PAGE 6
COMPETITORS………………………………………………………………..PAGE 8
HY-‐‑VEE……………………………………………………………………PAGE 8
BITTER SWEET FLORIST…………………………………………PAGE 8
TARGET AUDIENCE…………………………………………………………PAGE 8
OUR GOALS FOR MARYVILLE FLORIST……………………..........PAGE 8
STRATEGY………………………………………………………………………PAGE 9
INCREASE AWARENESS………………………………………...…PAGE 9
“FIND IT ON FACEBOOK” PROMOTION………………….PAGE 11
MEASUREMENT…………………………………………………………….PAGE 12
MISSION
To sell quality flowers in a friendly and welcome environment.
HISTORY
The history of the Maryville Florist starts in the 1950’s. The owner Keitha Clapp
bought the flower shop on July 1, 2003. Maryville Florist is located at 214 N. Main in
Maryville.
“Maryville Florists proudly serves Maryville and all of Nodaway County. We are
family owned and operated and we are committed to offering only the finest floral
arrangements and gifts, backed by service that is friendly and prompt. Because all of our
customers we important, our professional staff is dedicated to making your experience a
pleasant one. That is why we always go the extra mile to make your floral gift perfect,”
(Maryville Florists).
The company has many pictures on their social media sites of what the front of the
store looks like, flower arrangements that the staff has put together and donations that
they have made to other area businesses.
The first post on Instagram was the beginning of May 2013 and has continued to
post pictures of vases, flowers, butterflies and candy arrangements. An employee takes
pictures of these items and uses her own personal account to promote their business. The
employee started the hash tag, #MaryvilleFlorist and has continued to use it when she
posts pictures.
Mrs. Clapp’s personal goal for the company is to focus on one social media site and
to expand her target audience to high school and college students.
Social Media Footprint
FACEBOOK (PAGE)
Maryville Florist started a Facebook page in April 2010 and currently has 513 likes.
The current profile picture is a picture of the sign located outside of the business. The cover
photo changes frequently, due to seasonal flowers and in-‐‑store merchandise. After talking
to Mrs. Clapp, she has been updating the Maryville Florist Facebook page regularly with
pictures, coupons and deals going on in the store. The Facebook page in the past was used
to display donations made by the business.
The shop wants to advertise to more high school and college age students by posting
deals (coupons) and promotions via Facebook. This would cause more in store traffic in the
shop.
To increase engagement, the shop can run deals that encourage students to bring in
their student ID to receive discounts on store products. This potential deal would attract a
younger audience, which the store would like to have.
Maryville Florist has three main social media sites that they use. The sites are
Facebook, Pinterest and Instagram. Facebook is their primary social media site. If the store
The shop runs generic deals on their Facebook wall, but it isn’t specific
to anyone.
Posts do not reach many people, but the shop has potential to increase engagement.
was more active on one site, the store can gain more likes and in store business. To reach
more followers on Facebook, Maryville Florists should switch their cover photo and profile
picture.
Facebook is the main social media site that the shop uses. Maryville Florists do not
use Instagram or Pinterest to their full potential.
Maryville Florist has several boards including displays of photos from the business.
The business also shares unique ideas of what you can do with flowers and other creative
ideas for people with a green thumb. Maryville Florist has their logo advertised as a pin.
Maryville Florists uses Pinterest in several ways:
1. The shop advertises their business logo which can be repined on other users walls
2. To display photos of flower and other products in their shop.
Once someone clicks on their pin it would lead them to the actual Maryville
Florists website.
3. The shop posts pictures to encourage creativity of different types of arrangements that the store can provide.
Sign is cut off, so
viewers can’t see the whole
sign
Store hours, location and
phone number is on Facebook
Good way to give back to the community
Maryville Florist has many followers on Pinterest, but they could gain more followers if
the business promotes their Pinterest page on Facebook. The shop has many different
types of boards including Etsy Shop, balloons, wedding, ideas, yep, prom, plants and
Maryville Florists.
Pinterest is a growing social media site for creativity. By showing followers that the
shop could do with plants, flowers and other products in the store, followers would be
more likely to come into the store to buy products in store and new ideas for the shop.
INSTAGRAM:
Maryville Florists uses Instagram by taking photos of flowers and other gift ideas
that are in the store.
Sign is cut off, so viewers can’t see
the whole sign
Store hours, location and phone
number is on Facebook
A good variety of boards
Good follower to following
ratio
On the stores Instagram, they have pretty pictures of things in their store. The store
doesn’t use this social media to the full potential. Instagram is all about taking pictures and
the store doesn’t have many pictures on this social media.
The first post was in May of 2013 with five pictures of flowers and the Hello Kitty
stuffed animals. There is only one post of flowers in June 2013, three more posts in July of
2013 and one post in August of 2013. If the shop posted pictures more often, more people
would see these photos.
The stores follower-‐‑to-‐‑following ratio is not very good. For all the followers that
Maryville Florists has, the shop should follow those followers back, to show that the shop
cares about their potential customers. The lack of followers that Maryville Florists has
shown that the shop isn’t very active on this social media site. If the shop promotes their
Instagram page on Facebook, their customers would be aware that the page exists.
Profile picture is too big.
Viewers can’t see all the
information.
Not an active user and not very much
traffic.
COMPETITORS HY-‐‑VEE
Hy-‐‑Vee is one of main competitors for Maryville Florist because they sponsor the
Northwest Missouri State University Athletics that gets their name out there a lot. Another
way Hy-‐‑Vee gets people to buy their flower is that they run specials like fuel saver points
on flowers and plants, run newspaper ads and radio ads. On the negative side Hy-‐‑Vee is a
corporate company that is taking away from small town businesses. Hy-‐‑Vee also runs all
their specials on the Hy-‐‑Vee website. They have pictures and different things that they have
in the store.
BITTERSWEET FLORIST
Bittersweet is also another hometown store. On their Facebook page there are many
different arrangements that they do and it is regularly updated. Bittersweet runs more
deals than Maryville Florist and the shop has a mini sign saying what their deals are in the
store. On their website it also has many different pictures of the flowers that the shop has
and the flowers are not very expensive. Also, on their homepage, the shop runs deals and
deals for upcoming holidays and different center pieces that you would see in magazines.
TARGET AUDIENCE
The current audience for Maryville Florist is people 45 years of age and older. Not
many college students have very much money to spend on small gifts, so this is why the
audience is older than the store would like. The shop does have a goal of reaching younger
people/ Students and by having deals like “Bring in your student ID to receive 20% off an
arrangement this would attract a younger audience.
OUR GOALS FOR MARYVILLE FLORIST
Our goal is to concentrate on one social media site (Facebook) for Maryville Florist.
Facebook is the primary social media site that is used by the shop to reach the audience
that Maryville Florists already has and wants to attract. By focusing and improving one
social media site we can create a plan that can be used for other social media sites in the
future.
STRATEGY #1 Increase awareness of Maryville Florists in the community:
One way to increase awareness of Maryville Florists is to make more of a presence on
Facebook. By having deals that associate with different age groups it makes the public
more aware of what is in the store.
High School-‐‑ • Prom
• Homecoming
o Facebook-‐‑ § “Come buy your homecoming corsage/boutonniere at Maryville Florist
to be entered into a drawing for a free corsage and boutonniere combination for Prom”
• Graduation
o
• School dances o Facebook
§ “Bring in your Spoofhound card and receive a discount on select flowers”
College • Homecoming
o Facebook-‐‑ § “Bring in your Bearcat Card to receive a discount on in-‐‑store items”
• Graduation
• Organizations social dances
o Facebook-‐‑
§ “Make any occasion special with a matching corsage and boutonniere from Maryville Florist”
• Other special occasions o Facebook-‐‑
§ “Brighten someone’s day with a surprise delivery from Maryville Florist. We deliver in town and on campus.”
Maryville Residents • Holidays
o Facebook § “As the holiday season is approaching, Maryville Florists has a wide
variety of flowers and seasonal décor for all your holiday needs. Come by today to pre-‐‑order your holiday poinsettias in time for Christmas.
• Funeral o Facebook
§ “Let Maryville Florists help make the memory of loved ones special with a beautiful floral selection”
• Wedding o Facebook-‐‑
§ “Order your wedding floral arrangements today. Let Maryville Florists help make you special day even more special.”
• Home décor
#2 “Find it on Facebook” promotion Maryville Florists can run a “Find it on Facebook” promotion by having customers bring in their mobile phone and show an employee the “it” that was supposed to be found on
Facebook for a discount. Once a month, the shop can post this promotion to have the
customer find the flower of the month.
Example: “Find the sun flower picture” and the photo will be posted on the shops
timeline.
MEASUREMENT
Measuring how many high school students, college age students and community
members have been reached can be simple for Maryville Florist to do. Ways would be to: 1. Track and monitor progress on the Facebook “Like” page using the Admin Panel
a. Track and monitor who visited the page
b. Track and monitor how many people are talking about the page
c. Track and monitor who posts on the page
d. Track and monitor the age group of people that have liked the page
2. Track and monitor the number of people that come into the store with their student ID
a. Enter the student into a drawing for a discount on a floral arrangement or home
décor
b. Have a tally system for how many student ID cards have been shown
Measuring the “find it on Facebook” promotion the store can keep a tally on how
many people that have come into the store showing that they have found the “it” on
Facebook.