Social Media Marketing Plan

Running head: SOCIAL MEDIA MARKETING PLAN
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Social media marketing plan
Name:
Institution:

SOCIAL MEDIA MARKETING PLAN 2
Abstract............................................................................................................................................3
Introduction......................................................................................................................................4
Customer profile..............................................................................................................................6
Online Value Proposition.............................................................................................................9
Marketing objectives.....................................................................................................................10
Swot analysis..............................................................................................................................10
Five framework model...............................................................................................................12
S.M.A.R.T objectives.................................................................................................................13
Marketing plan...............................................................................................................................14
Resource Estimate.........................................................................................................................25
Conclusion.....................................................................................................................................25
References......................................................................................................................................27

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Abstract
Innovative digital interaction assists one to support brand awareness and also growth the social
media post which definitely, back the company’s transaction, however, the digital media realm
can be quite overwhelming -there are many inventive platforms, novel algorithm and new
trends to keep up with.. This paper helps to track social media marketing strategy for a clothing
brand. This paper analyses various social marketing strategies employed by numerous brands in
Australia and over the world. The paper aims to introduce new clothing products using the digital
approach used by famous and successful brands in the fashion industry such as Tommy Hilfiger,
Sea folly and Ksubi. The planned analysis are SWOT, 5Ss and SMART objectives framework
important when analysing the best social media, which are less costly, more engaging and which
can result in more sales. Online value proposition canvas is crucial as it defines what our
customer’s gains and pains and how ready is the company prepared to solve the user’s concerns.
The paper introduces new products using different social platforms such as Google+, LinkedIn,
Twitter, Facebook and Instagram.

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Introduction
This report aims to discuss the customer profile, marketing objectives, marketing plan, and
projected estimates for the digital marketing plan for a new retail clothing product. For the
company to succeed in the contemporary competitive market, their digital marketing approaches
must be excellent (Biocca & Levy, 2013). Various trademarks such as Tommy Hilfiger, Calvin
Klein, Burberry, and Ralph Lauren use diverse social media such as Facebook, Instagram, and
Twitter to market their product. For instance, Tommy Hilfiger uses celebrities in their Facebook
account to entice users to focus and employ a distinctive retro design to offer fashion and design
to brand associates. On the other side, Ralph Lauren uses the novel digital techniques to attract it
targets users. From the above discuss, it can be seen that their marketing plan is much
convenient and more rewarding in terms of customer coverage. Therefore, the new clothing
retailer products will use different social media marketing strategy such as Instagram and
Facebook with a collaboration of selected celebrities to reach to its esteemed clients. For this
report, I chose the above brand due to their focus on the robust marketing mix, withstood the
competitive market and their aggression to embrace the changes in terms of technology.
Promotional marketing entails the use of market studies and advertisement to satisfactorily get
the reaction of customers regarding a new product or brand. The new retailer products will use
Facebook posts and other social media like Instagram, Twitter and LinkedIn in partnership with
a selection of celebrities to draw the attention of customers (Kiong, Gharleghi, Yin-Fah & Lim,
2014). Evaluating customer's feelings and comments about the new clothing retailer product on
the Facebook posts is essential. Comments whether negative or positive will let marketer know
whether the users endorse the post or not. Comments on Tommy Hilfiger's post like by Bliss
Low "Really love Tommy!! It has a chic style, and I own several pieces, and all is of great

SOCIAL MEDIA MARKETING PLAN 5
quality" show customer's approval and confidence in the brand and its products. Endorsement of
the product by a third party, in that case, the customer bears more weight to other prospective
customers in terms of influencing confidence in a product (KYLE R, 2018).
On the other hand, non-supportive comments are bad for the product and need a quick and
sufficient response to reassure the customers. Negative comments are an added advantage of
using social media marketing since they also contribute in helping the management identify gaps
and take remedial steps towards achieving customer confidence and trust. Nevertheless, quick
and sufficient official reply to a negative comment is needed to avoid the adverse effects that
could cause harm to other prospective clients. With all the advantages of digital marketing, it’s
significant to make sure the needs of users are met to avoid the adverse effects like bad reviews
which are hard to control (Micah, 2017). The new product officials will make sure the needs of
social media users are met accordingly to safeguard the reputation of the products and at the
same time achieve the projected estimates of the digital marketing plan.
Customer profile
It is important when developing an approach to have an apparent knowledge of the target
audience to involve including the traits that describe the market section and in what way can
company work for the sector (Ohta & Tamura, 2014). As such, the below user profile has been
built as an outline of the new clothing retailer product.
Customers Profile: New clothing retailer product
Demographics
Gender: Male and Female.

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As a young male and female-oriented trademark that is create a brand on
"affordable and comfortable terms."
Income Level: $20k-$40
Nationality: Australian
Australian customers account for 94.2% of traffic share to new clothing
retail product
Psychographics
Hobbies/ Interests: Yoga, Sports and outdoor interests
Behavior traits: Outgoing
Sociable
Amusing
Hikes
Enthusiasms for: Functional occupations: the essential necessity for clothing
Training, be dynamic
Communal roles: own fashionable active wear and gain greater social standing
Passionate posts: feel contented and self-assured in clothing
Purchaser Gains: affordability of an item