Project Planning for Social Media Campaign

This presentation discusses the importance and benefits of project planning for a social media campaign. It covers the timeline, Gantt chart, and network diagram. The case study focuses on Pretty Little Things, a fashion brand, and their strategy to enhance brand awareness through a unique social media campaign. The presentation also highlights the mission, vision, goals, and objectives of Pretty Little Things and how they measure success through KPIs. References are provided for further reading.

PROJECT PLANNING
FOR SOCIAL MEDIA
CAMPAIGN
FACILITATING GROWTH & INNOVATION
WITHIN PRETTY LITTLE THINGS

TABLE OF CONTENTS
 Why project planning?
 Project planning for what?
 Benefits of project planning
 Social media campaign timeline
 Gantt chart
 Network diagram
 Social media campaign of PLT
 Social media campaign task layout

WHY PROJECT PLANNING?
Some of the points here are mentioned for stating
the reason behind undertaking project planning
related to social media campaign:
 Social media campaign and its planning is
important for the whole team in term of
explaining the goals and objectives of the
campaign and how their individual performance
will be judged.
 Goals desired from this project planning related
to campaign are; enhancing awareness for the
brand to derive higher sales through lead
generation from the target market.

Project planning for what?
 Establishes an appropriate and logical path
for achieving project deliverables.
 It depicts the entire process through which
project objectives can be achieved.
 It allows stakeholder's of the project to see
the mission and vision of the project.

Benefits of Project planning
 It enhances effectiveness and efficiency
of the project.
 Establishes alignment among individual
and project goals.
 It enhances team-work skills among
team members associated with the
project.
 It provides for organisation in terms of
establishing authority and responsibility.

SOCIAL MEDIA CAMPAIGN TIMELINE
Tasks / Days 1 2 3 4 5 6 7 8 9 10 11 12 13 14
Establishing aims and objectives for social media campaign
Prepare success metric
Listing out challenges and solutions
Competitive analysis to obtain strengths and weaknesses
Creating and optimising social profiles
Developing buyer's persona
Feasibility study to understand industry trends
Coordinating with other departments
Selection of type of content
Creating schedule for posting content
Brainstorming ideas and creating content
Creating a zeal for action
Boosting content reach
Engaging with and responding audience
Tracking content movement across social channels
Comparing outcomes with goals
Reporting campaign results
Revisiting and re-framing strategy

GANTT CHART

NETWORK DIAGRAM

Devising a social media campaign and its
planning process in Pretty Little things
Stage: 1
Where Are we (pretty little things)
now?

About PLT, SWOT, Competitive position
 Pretty little things based in UK is famous for its fashionable products
and usually targeting women of age group between 16-35 years old.
 Currently company is selling its product through both online and
offline modes. Pretty little things has global reach with their highly
satisfied base of customers.
 Company is facing low sales due to lack of their brand awareness
across different regions.
 It has an opportunity to engage with more audience through
implementing technological advancements in order to enhance their
reach to large audience.
 It has a threat of brand switching due to high competition in fashion
industry despite of having an appreciable presence on social media like
Instagram, Facebook, blogs, etc.

CONT.
 The digital marketplace must be exploited well by PLT as without it they can
lose many golden opportunities to its competitors like ASOS, Missguided and
Boohoo and even they utilizing such opportunities.
 PLT must work upon its digital marketing strategy to engage with its
customers as it is affecting their relationship with their customers.

Stage: 2
Where are we going?

MISSION, VISION, GOALS AND
OBJECTIVES OF PLT
 Pretty little thing's mission is to create trends rather than
predicting the same.
 They provide girl products by getting inspired from celebs,
coolest influencers and catwalk of the moment.
 They expose styles and made it accessible for all regardless of
their budget.
 They are now conscious about enhancing their customer base
through unique social media campaign in order to create their
brand awareness in the target market.

Stage: 3
How are we going to get there?

CREATIVE DIRECTION AND SOCIAL
MEDIA MARKETING STRATEGY
 PLT is now going to include small boutiques and different line on
their website which is believed to be more interest generating and
attracting large audience who prefer to buy from such small
boutiques.
 This is actually beneficial for both small boutiques in the sense they
would get better exposure of selling their products on platforms
which is specifically made for fashionable products and PLT would
be able to enjoy higher recognition of its brand and in addition to
this they will earn some commission too.
 PLT will do this through their social media profiles by advertising
small boutique products through its social media platforms as is
done by its largest competitor ASOS.

CONT.
 For getting this campaign to be success PLT must study its
buyers interest in small boutique and different line products
by utilizing the tools such as polling which allows followers
to showcase their interests and preferences by choosing and
customizing the options.
 Also, marketing team will converse with their customers by
going live through their social platforms in order to know
what is their customer's interest areas and thus helps in
establishing better relationship with the customers.
 PLT will also utilize the promotional tools like discount
coupons and promo-codes on boutique products for
engaging more audience through their campaign.

Stage:4
How will we know we have
arrived?

MEASURING SUCCESS THROUGH
KPIs
PLT will utilize certain techniques for knowing that how
much success they have achieved with their social media
campaign such as the following:
 By measuring return on investment.
 Identifying leads generated
 Follower count
 Web traffic
 Likes and shares
 comments
 Lead conversion rate

SOCIAL MEDIA CAMPAIGN TASK LAYOUT
Task Name Duration Start Finish Predecessors Priority
Project initiation 4 days Wed 31-03-21 Mon 05-04-21 - -
Establishing aims and objectives for social media
campaign 1 day Wed 31-03-21 Wed 31-03-21 - High
Prepare success metric 1 day Thu 01-04-21 Thu 01-04-21 2 Low
Listing out challenges and solutions 2 days Fri 02-04-21 Mon 05-04-21 3 Low
Project planning 5 days Tue 06-04-21 Mon 12-04-21 -
Competitive analysis to obtain strengths and
weaknesses 2 days Tue 06-04-21 Wed 07-04-21 4 Medium
Creating and optimizing social profiles 1 day Thu 08-04-21 Thu 08-04-21 6 High
Developing buyer's persona 1 day Fri 09-04-21 Fri 09-04-21 7 Low
Feasibility study to understand industry trends 1 day Mon 12-04-21 Mon 12-04-21 8 Low
Project execution 2 days Tue 13-04-21 Wed 14-04-21 -
Coordinating with other departments 1 day Tue 13-04-21 Tue 13-04-21 9 High
Selection of type of content 1 day Wed 14-04-21 Wed 14-04-21 11 High
Creating schedule for posting content 1 day Wed 14-04-21 Wed 14-04-21 11 High
Brainstorming ideas and creating content 1 day Wed 14-04-21 Wed 14-04-21 11 Medium
Project monitoring and controlling 2 days Thu 15-04-21 Fri 16-04-21 -
Creating a zeal for action 1 day Thu 15-04-21 Thu 15-04-21 14 Medium
Boosting content reach 1 day Thu 15-04-21 Thu 15-04-21 14 High
Engaging with and responding audience 1 day Fri 16-04-21 Fri 16-04-21 17 High
Tracking content movement across social channels 1 day Fri 16-04-21 Fri 16-04-21 17 Medium
Comparing outcomes with goals 1 day Fri 16-04-21 Fri 16-04-21 17 High
Project closure 2 days? Mon 19-04-21 Tue 20-04-21 -
Reporting campaign results 1 day Mon 19-04-21 Mon 19-04-21 20 Medium
Revisiting and re-framing strategy 1 day Mon 19-04-21 Mon 19-04-21 20 High
Celebrating success 1 day? Tue 20-04-21 Tue 20-04-21 23 Low

REFERENCES
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marketing. Routledge.
 Varol, O., Ferrara, E., Menczer, F. and Flammini, A., 2017. Early detection of promoted
campaigns on social media. EPJ Data Science, 6, pp.1-19.
 Keegan, B.J. and Rowley, J., 2017. Evaluation and decision making in social media
marketing. Management decision.
 Pellerin, R. and Perrier, N., 2019. A review of methods, techniques and tools for project
planning and control. International Journal of Production Research, 57(7), pp.2160-
2178.
 Allahar, H., 2019. A management innovation approach to project planning. Technology
Innovation Management Review, 9(6).