Exploring Social Media strategies A case of Allplants
Verified
Added on 2023/06/10
|26
|5937
|468
AI Summary
This report explores the key concepts of social media, influence of business and cultural factors, use of social media & social media platforms, impact of different forms of social media, areas of great influence and how social media is used in order to develop the business aims, with a case study of Allplants.
Contribute Materials
Your contribution can guide someone’s learning journey. Share your
documents today.
EXPLORING SOCIAL MEDIA STRATEGIES A CASE OF ALLPLANTS.
Secure Best Marks with AI Grader
Need help grading? Try our AI Grader for instant feedback on your assignments.
Table of Contents INTRODUCTION...........................................................................................................................3 TASK 1............................................................................................................................................3 1- Key concepts of social media for business..............................................................................3 2- Influence of cultural factor and business on the development of social media.......................4 3- Use of social media, relationship between consumers and the businesses.............................4 4- Use of different social media platforms for communication objectives.................................5 5- Impact of different social media forms on consumer engagement and brand awareness.......5 6- Critically evaluate different social media platforms to determine their areas of greatest influence......................................................................................................................................6 7- Critically analyse how social media is utilized by companies to develop and promote business aims...............................................................................................................................7 TASK 2............................................................................................................................................7 CONCLUSION..............................................................................................................................23 REFERENCES................................................................................................................................1
INTRODUCTION Social media marketing is referred as a set of activities that is helpful in creating value for the customers by producing attractive content. This aspect is beneficial in order to promote a business and increase its popularity among the customers with the help of social media platforms. The current report will be based on Bloom, which is a creative marketing agency that provides various content marketing, branding, social media marketing etc. services in the London market. This report will explain key concepts of social media, influence of business and cultural factors, use of social media & social media platforms, impact of different forms of social media, areas of great influence and hoe social media is used in order to develop the business aims. TASK 1 1- Key concepts of social media for business Social media is a collective term for different digital applications and websites that focuses on establishing better interactive practices between the customers and business. It is a rapid process of sharing content and engaging customers towards the posts that is prepared by people or organizations. One of the concept of social media is user profileswhich is the collection of relevant information from a particular user. It is a digital representation of the details of a person on the different online website in order to connect socially with people. This concept is helpful for the Bloom to understand the nature of a client and prepare effective strategies for targeting them properly (Chatterjee and Kar, 2020).User generated contentis referred as the content which is created by people who are not official representatives of a business and promote the brand on social platforms. It can be a video, post, review etc. which is helpful for a business to develop trust among the customers who are their followers. Social networkingis considered as using a popular online platform and maintaining interaction with the customers which is helpful in order to increase the overall engagement if the business. It is important for the organization in order to interact with different people and increase their network for better success of the business in the industry (Chen and Lin, 2019). It is helpful for branding and growth of business with the help of entertaining content for the customers that provides better response from the customers.
2- Influence of cultural factor and business on the development of social media Businesses have a significant impact on the popularity of different social media platforms as the technological changes in the business environment has been crucial in order to gain better competitiveadvantageintheindustry(Zolloandet.al.,2020).BusinessIntelligenceis considered as the technical infrastructure that helps in analysing, storing and collecting the data produced by activities of different companies. This data may be collected with the help of various digital platforms that has been helpful in order to increase their development in the industry. Social media marketing has become popular among the businesses for promoting their products and services to the customers and increasing their overall engagement. This factor has a positive impact on theoverall development of the social media platforms in the business environment. The cultural factors have also influenced the development of social media as the digitalization of communication and interactive activities has led to the success of social media in the industry. Social media platforms are able to develop new and innovative features for their customers as the people are increasing their daily consumption of content which is beneficial for the overall productivity of social media in the industry (Iankova and et.al., 2019). E-gaming has also become popular among the younger generation which is a crucial factor for the development of various social media platforms. They are able to enhance their productivity and gain better advantage with the help of the engagement which is received by the popularity of e-gaming. These different cultural and business factors are crucial for the overall success of the social media in the contemporary scenario. 3- Use of social media, relationship between consumers and the businesses Social media is a wider term which has become crucial in current scenario where the people are able to share their feelings and thoughts on their respective profiles which strengthens the global connectivity. It is significant for the businesses in order to improve their interaction with the customers which was difficult with the traditional methods of conducting business practices. The social media platforms allow businesses to share promotional content with the help of various digital tools for customers to explore the content which is shared by the organization. It is helpful in building better relationships with customers and gaining their trust towards the business (Nyagadza, 2022). Social media helps in reducing the marketing costs for businesses which is a major advantage in order to increase profitability and gain better advantage
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
in the industry. The businesses are able to engage more customers with the help of these social media platforms as they are highly effective in order to get instant feedbacks from the customers on the basis of their contribution towards the business. It can provide a wider network to the business to expand their services in the international market and increase the market share of the business in the industry eg. Apple. There are certain disadvantage of social media as there is very less acceptance to mistakes or errors on this platform as the news gets viral quickly which can have a negative impact on the brand image of the business. These practices may reduce the trust of customers towards the brand and have a major influence over their buying behaviour towards the company. The risks of unwanted behaviour on the posts can lead to a negative environment which is not beneficial for the success of the business in the industry. 4- Use of different social media platforms for communication objectives The use of different social media platforms such asTwitter, Facebook and LinkedInis beneficial in order to enhance the communication between businesses and the customers. It helps in direct feedbacks and replies between the two parties which increases the efficiency of the businesses to make effective changes in their current strategy and develop better content for the customers. These practices are useful to attract more traffic towards the business and increase their brand awareness in the market (Tafesse and Wien, 2018). Customers are active on these platforms which helps businesses to connect with their respective customers whether B2B, B2C etc. Facebook, Instagram etc. platforms are popular among customers from different countries and regions which provides the business with better opportunities to grow. It is crucial to gain competitiveadvantageandincreasetheengagementofthecustomersforthebusiness. Companies are able to convert their potential customers to regular clients who enjoy the services that are offered by the brand to them. They are able to receive feedback from customers which increases the engagement of the customers to the services which are offered to them. Companies can make effective changes in the framework which is helpful in gaining better competitive advantage. 5- Impact of different social media forms on consumer engagement and brand awareness Social media has a positive impact on the brand awareness of the consumers by building an effective image among them with the help of various attractive content. The different posts and videos that are shared by business on these platforms may have a positive impact on the
success of the business. The creative content increases interest of customers towards the products and services that are provided by the business. Content which is trendy and appealing to the consumers is used by the businesses in order to increase the views and generate better hype of the products and services that are promoted by them. The consumers might develop better knowledge with the help of these practices as it increases their trust on the company which can increase its sustainability in the industry (Wibowo and et.al., 2020). These different forms of social media are considered as one of the most important factors in the current business environment where the consumers are interested to gain the services of the business. They provide a better opportunity for the businesses to enhance their reach and have a good position in the global environment. The consumers from different places are able to experience and share content which helps in amplifying the publicity of the organization among the industry. 6- Critically evaluate different social media platforms to determine their areas of greatest influence. It can be critically evaluated thatFacebookis the best social media platform that help marketer to identify area of the greatest influence in form of trend identification that individual person prefer to follow (Ebrahim, 2020). Facebook is effective and useful because it may enable management to take pleasure of generating awareness in the market or all over the world related to a business, product or service. It is fact that this technology or social media channel play signification role in regard to organizational success and growth because of attracting people, who may take interest in that. While, it may affect negatively in form of putting negative impact on new consumers or subscribers, by reading some opposite reviews from individuals who comment positive (Bilgin, 2018).Twitteris also falls under the category of similar concept, in which Facebook has been covered. It may also enable advertiser to determine areas of the best influence, in form of creating a post and positing in unique way with some images, creativity and other things that add more value in that.Linkedinis also effective varied manners, such as it may contribute to connect people with each other in time effective manner (Iankova and et.al., 2019). While may create complications while companies uses that and connect with target audience, such as poor connection, which is not suitable for longer term success and relation of a brand and their customers.
7- Critically analyse how social media is utilized by companies to develop and promote business aims. In the corporate world, there are different types of approaches and methods available, that organizations either small or large, public or private, used to promote and develop business goals (Wibowo and et.al., 2020). For example, Amazon as top e-commerce brand, may use Instagram for purpose of promoting business aim and objective, which is important for the company to do that appropriately. It may give organization power to gain the attention of potential consumers, who may contribute to generate brand awareness, even better than last few years or months. Social media is the best source that each organization may utilize, because of developing business aim and achieving the same, for purpose of obtaining desire outcomes. Social media is effective and useful because of making companies like TESCO, H&M and other brands to evaluate their performance, which is important and beneficial for them to do so (Zollo and et.al., 2020). It may support to drive the traffic to organizational websites, where management promote venture in form of positing content, with images and other influencing elements that provide unpredictable benefits to each brand. It may aid to achieve aim and objective in form of building ventures that have power to meet target market needs and expectations,morethanexistingcompanies.Socialmediastrategiesandplatformsallow companies to gain competitive advantages that are accessible in bulk. It may increase operational effectiveness or efficiency of companies in the competitive world of business. TASK 2 Slide 1
Secure Best Marks with AI Grader
Need help grading? Try our AI Grader for instant feedback on your assignments.
Slide 4 Evaluatingmarket and user research to define aims & objectives for a social media tactic, in response toAllplantsmarketing needs. Socialmediastrategyformulationcoversdifferenttypesofactivitiesandpracticessuchasaimdevelopment,whichdrivetheattentionof organizationtowardmovingaheadtowardreachingdesireoutcomes. Aim- TheaimofsocialmediastrategyofAllplantsistopromoteplantbasedeatingandgeneratingawarenessamongindividual customer. Objectives- ToincreasecustomerbaseofAllplantsupto50percentwithin2years. Tomaximizewebtrafficupto50%within2years. Toincreaseprofitabilityby60%within3years. Togaincompetitiveadvantageswithin3years.
Slide 5 Creatinga social media tactic for company to achieve goals and objectives defined. Marketanduserresearch Contentcreation- Scheduling- Monitoring Market and user research- •After aim and objective formulation, social media strategy may move marketer toward focusing on other elements and practices such as current one. •According to market and user research concept, they accountable to conduct appropriate investigation in regard to customers buying behaviour and their interest level. •As it is important for them to develop understanding related to these things because it may enable them to create the most influencing content, which help to gain the attention of people in form of promoting plant based eating. •Market research may also allow them to identify the rivals and their power as strengths, which may affect organizational decision-making. •This type of research is effective in term of collecting data that Allplants used to promote the overall concept appropriately. •It is important for management to conduct this research in appropriate ways, because of obtaining desire outcomes in form of aim achievement. Content creation- •Along with above stages, content creation is also included in process of social media strategy development.
•It is considered as strategic procedure of generating ideas and thoughts that marketer present in visual form, for purpose of meeting customers needs and promote venture motive that is to plant based eating. •Once the marketer select a social media channel, they may move to the next stage that is content creation. •Itisimportantforthemtogeneratecontent,livestreamsandinfluencemarketing collaborations, which in turn lead to increase profitability and productivity of venture. •Content creation may drive their attention toward making slogan and other text that they used to share the information or present the motive appropriately and systematically. •They may not only depend on a single content structure when marketer tend to drive engagement from target market, but be assured to balance the time required to create each differ piece with significant of maintaining a consistent publishing schedule. •They may use Hootsuite and Google alter, as advanced technology based tools and platforms. Scheduling- •Another approach that cover under the term of social media strategy is current one, according to which marketer is accountable to create the appropriate schedule, which enable them to reach desire outcomes. •Once they may start plan out their content, marketer may also need to set up a content schedule and other activities that their team may consider and work accordingly. •They may take approach to create a schedule in which each and every activity with time duration along with responsible person, is prepared. •It is essential for them to prepare this schedule or plan appropriately, which drive their concentration toward aim achievement and that is promotion of plant based eating, that help to make a person healthy and fit for longer time. •For purpose of scheduling, they may utilize any effective and useful technology or tool. Monitoring- •Each activity or practice or tactic that cover in social media strategy development put direct impact on success and growth of Allplants as well as upon its marketing objectives. •Thus, marketer may monitor the success of marketing tactic after implementation, which is important for them by using KPIs tools, such as social media engagement in term of providing likes and comments as well as share.
Secure Best Marks with AI Grader
Need help grading? Try our AI Grader for instant feedback on your assignments.
•KPIs for social media engagement may measure the quality of collaboration and connection with what customers may have to stay and seek to interact with Allplants. •The number of times followers or target market interact with a social media content or post by clicking the like button within a specific social media source. •Their comments and views may allow marketer to measure or monitor success of their social media strategy.
Slide 6 Justifyingselection of technology platforms and tools used in social media tactic created. Thereareseveralformsoftechnologicalplatformsandtoolsaccessibleinthecorporateworld, thatmarketersusedtomaketheirsocialmediatacticeffectiveandvaluable. IncaseofAllplantsaim,marketermaytakeapproachtouseaspecifictechnologyplatformand toolandtheseareHootsuiteandGooglealert. Hootsuiteisthebestsocialmediamanagementplatformorchannelthatmaycoveralmosteach andeveryaspectofsocialmediamarketerormanager'sdutiesandaccountabilities. Withthisplatform,usersarecapabletodotheeasystuffsuchascuratecoolcontentandschedule anypostallthewaytomanageteammembersaswellasmeasurereturnoninvestment. Alongwithaboveplatform,underformulationofsocialmediastrategy,marketermaytake approachtousetechnologytoolandthatisGooglealert. Thistechnologymarketermayusetoobtaindesireoutcomesinformofaimachievement,which inturnprovidedesireresultstomanagementandAllplants. Hootsuite •The main reason to select this technology based platform is that it encompasses different types of advantages that may play significant role in success of social media strategy of Allplants. •It may enable marketer to schedule their social media content and everything in easier manner, by simply clicking new post and select which account customer like to post from. •The key benefit of using Hootsuite is it may allow marketer to interact with customers or viewers on varied social media channels and from several accounts, all from their websites or pages. •It can be said that the utilization of Hootsuite may enable advertiser to manage social media accountandprofileeasily,asitisprettymuchessentialtobecapabletodraftand appropriately schedule posts in advance, for different channels and accounts. •It may give marketing team power to draft posts, select which social media channel they tend to post to and systematically schedule when it may post, according to requirement. Google alert- •It is a kind of free notification service that provided or offered by Google, which may work in form of sending emails to subscribers of any social media channel or post that summarize search activity easily around search concepts.
•It makes marketer capable to monitor the website and pages, appropriately and in systematic manner. •It has key feature that notify user to what is happening on social media like promotion of plant based eating, offer by Allplants. •With social media platform or channel registering billions of users or subscribers marketer may miss a lot on that is going on. •By using artificial intelligence enable technology tools, marketer may take pleasure of following social media happening quite closely, which may give them idea regarding what need to change and make things effective. •It is important for advertiser to log in with a specific google account that they tend to use and then select keywords. •All the features, benefits and effectiveness of both chosen technology tool and platform may provide organization unpredictable advantages. •It may give firm power to stand competitive in the market and gain competitive advantages.
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
Slide 7 Critically examine social media strategy presented and define the metrics ItcanbecriticallyexaminedsocialmediastrategycreateforAllplants,allow managementandstakeholderstogainunpredictableadvantages. Itmayenablethemtogaintheattentionofthosecustomers,whoareabletopromote ventureinthemarket,byconductingwordofmouthpromotionactivity. Itmaygivethempowertoretainpotentialbuyersandacquirenewappropriately, whomaycontributetoincreaseprofitsandgeneratealotofrevenueinthefuture. Thisstrategymayenablemanagementtoobtainbenefitofincreasingwebtrafficthat isimportantforthemtodothat,becauseofpromotingventureproductsworldwide. Itmaygaintheattentionofnewcustomers,fromnationaltointernationallevel,who maycontributetoincreasesales. •Along with benefits, it can be critically examined that social media strategy of organization may affect negatively when the selection of platform or tool is inappropriate in varied terms. •The selection of appropriate channel is important for marketer because it may make their tactic more effective, in form of promoting plant based eating, which drive the attention of individuals toward consuming health products and adopting health eating habit that is good for long term health, including mental and physical. •Allplants believe that it do not need a handful of individual being appropriately sustainable, as it may need a million of people doing it imperfectly. •It may also believe that consumption of health eating habit contribute to make life healthier. •Its motive is sot provide food to anyone or everyone wanting to add more plants to their world. Therefore, organization and its manager plan to undertake a concept and that is creation of social media strategy, through utilization of effective social media account on Instagram, where they may plan to retain and gain potential buyers. •For purpose of measuring effectiveness of social media strategy, analytics required effective metrics and these are like, share and comment.
•When the majority of population like and comment any post more than the other posts, then it may provide marketer appropriate information in form of assuring that their plan is successful and in turn provide them benefits more the expectations of individual stakeholder. •The more likes and views, make a company productive and profitable like Allplants. •Each metric that advertiser used in the context of their social media strategy, may give them power to add more values within existing things and make possible changes within the context of same. •It can be said that by providing positive reviews and comments on a specific social media channel or account of company, customers may give their option. •As their opinion and suggestions are valuable which organization may consider for purpose of enhancing customer base and generating awareness among market related to plant based eating. •While these metrics may affect negatively, especially when a customer review negatively and comment in same manner because of some reasons. •This metrics may assure marketer to conduct some additional efforts that help to gain desire outcomes and move toward forming new tactics, which they may implement further.
Slide 8 Critically evaluating social media tactic and plan presented, highlighting the way it will help aim and objective of strategy created forAllplants ItcanbecriticallyanalysedthatAllplantssocialmediastrategyiseffectiveinvariedterms. Forexample,itwillcontributetoachieveaimandobjectiveofcompany,effectivelyandsuccessfully,whichisnotthateasyforallthe companiesintheworld. Theplanandstrategyofchosenfirm,willprovidealotofadvantagestoowners,informofpromotingplantbasedeatingglobally,which attractmorepotentialandprofitablecustomers. Itwillcontributetoincreasesales,profitsandproductivityaswellasbrandawareness,whichisthemainmotiveofAllplantsalongwith currentone. Socialmediatacticplan,willsupportaimachievementofsocialmediastrategyinwaytocreateagoodsenseofdirection,thatwilldirect marketertotakethoseactionstheseareeffectiveandbeneficialintermofincreasingwebtraffic,whichtheywilluseaskeysourceof gainingcompetitiveadvantages. Itisfactthatwithoutatactic,organizationisunabletoobtainsuccessandgrowrapidlyinthecompetitivebusinessworld,whereeach organizationexpectandtendtogivetoughcompetitiontootherbrandsorventures,whetheritissmallorlarge. Withappropriateandusefulsocialmediastrategyorganizationwillachieveitsaimandeachobjectiveinformofpromotingplantbased eatingeffectivelyandsuccessfully,whichisoneofthebiggestchallengesfororganizationsintherecenttime,asthereareseveralfactors accessibleinthecorporateworldthatmayputnegativeimpactoncurrentorganizationalplanningandprocedures. •It supports employees to achieve aim in way to understand or develop understanding of target market needs and interest, which they will consider and move ahead toward obtaining goals. •Social media strategy will aid to gain the expected outcomes in form of measuring, reporting and improving current practices in the context of marketing. •Marketer will consider each and every way that give them and their team power to achieve aims and objectives which Allplants tend to reach, without expecting any form of mistake that put adverse impact on its venture growth and success as well as brand reputation in the market. •Withclearandspecificdirectionindividualpersoninthemarketingteamwillgive organization power to increase profitability, generate revenue and obtain more outcomes that its rivals are unable to do gain so, because of some weaknesses and resources that they do not have. •Each way that specify above contribute to make aim and objectives achievable in the context of Allplants,whotendtopromoteoradvertiseplantbasedeatingfromnationalto international level.
Secure Best Marks with AI Grader
Need help grading? Try our AI Grader for instant feedback on your assignments.
Slide 11 CONCLUSION According to the above report it has been concluded that social media platforms are crucial for the business in order to gain better competitive advantage in the industry. These platforms help in increasing the engagement of customers towards the business and increase its market share. They are useful in building better relationships with the customers by increasing interaction between the two parties. It has been helpful for brand building and increasing the awareness of the business among the customers which is significant for increasing the trust towards the business practices.
REFERENCES Books and Journals Bilgin, Y., 2018. The effect of social media marketing activities on brand awareness, brand imageandbrandloyalty.Business&managementstudies:aninternational journal.6(1). pp.128-148. Chatterjee, S. and Kar, A.K., 2020. Why do small and medium enterprises use social media marketing and what is the impact: Empirical insights from India.International Journal of Information Management.53. p.102103. Chen, S.C. and Lin, C.P., 2019. Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction.Technological Forecasting and Social Change.140. pp.22-32. Ebrahim, R. S., 2020. The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty.Journal of Relationship Marketing.19(4). pp.287-308. Iankova, S. and et.al., 2019. A comparison of social media marketing between B2B, B2C and mixed business models.Industrial Marketing Management.81. pp.169-179. Liu, X., Shin, H. and Burns, A.C., 2021. Examining the impact of luxury brand's social media marketing on customer engagement: Using big data analytics and natural language processing.Journal of Business Research.125. pp.815-826. Nyagadza,B.,2022.Searchenginemarketingandsocialmediamarketingpredictive trends.Journal of Digital Media & Policy. Shareef, M.A. and et.al., 2019. Social media marketing: Comparative effect of advertisement sources.Journal of Retailing and Consumer Services.46. pp.58-69. Tafesse, W. and Wien,A., 2018. Implementingsocial mediamarketingstrategically:an empirical assessment.Journal of Marketing Management.34(9-10). pp.732-749. Wibowo, A. and et.al., 2020. Customer behavior as an outcome of social media marketing: The role of social media marketing activity and customer experience.Sustainability.13(1). p.189. Zollo, L. and et.al., 2020. Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience.Journal of Business Research.117. pp.256-267.
Secure Best Marks with AI Grader
Need help grading? Try our AI Grader for instant feedback on your assignments.