BUSN2048 Social Media Marketing Report: Kilimall Kenya Blog Portfolio

This report presents a comprehensive analysis of a social media marketing strategy developed for Kilimall Kenya Limited's blog. The report begins with an executive summary and an introduction outlining the context and objectives of the blog. It details the process of content development, emphasizing the importance of understanding consumer behavior, defining target audiences, and creating engaging content tailored to their needs. The report covers content promotion strategies, including the use of blogs for expert advice and the utilization of various social media platforms like Facebook, Twitter, and YouTube. Furthermore, it discusses the measurement and results of the marketing efforts, highlighting the key metrics used to evaluate the blog's success, such as engagement rate, conversion rate, and traffic. The report concludes with insights gained from the analysis, emphasizing the importance of adapting to the dynamic nature of online marketing and the significance of social media metrics in assessing the effectiveness of the marketing strategy, referencing the impact of the internet's growth and the need for content to be updated regularly.

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1. Executive Summary
With the growth of internet, electronic commerce and social media applications have
thrived. Social media marketing has rapidly grown and many organizations, whether selling
online or offline, attach great meaning to social media marketing. An analysis of online
customers and their demographics, and social media applications and success metrics besides
having a well-planned marketing strategy is needed. Unlike traditional marketing that thrived on
the assumption of lonely buyers sited down somewhere at the middle of the night trying to figure
out what to purchase, the present-day online consumer has a different approach to marketing and
must be engaged fully by the organization. The development of content to be shared online as
well as brand image building are critical aspects of social marketing.
This report describes a process used to develop social media content for a blog site
belonging to Kilimall Kenya Limited and is divided into: introduction, process, content, content
promotion, results and measurements and finally conclusion.
2. Introduction
Traditionally, organizations have designed their websites that display banners and push
their web listings higher in search engines’ rankings as a way of increasing sales. However,
online marketing has changed with the explosion of social media applications that are widely
used in the globe (Martincevic, 2019). Traditional marketing thrived on the assumption that
online buyers are lonely people crouched somewhere behind their computers choosing what
products to buy. Today, consumers have a totally different approach that requires organizations
to strategize fully on how to do their online marketing. Facebook, twitter, LinkedIn, WhatsApp,

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Instagram are examples of social media applications that organizations are using to incorporate
social media influence marketing today. Additionally, blogging is becoming popular at the
advent of e-commerce.
The main purpose of this report is to produce a blog report portfolio for Kilimall Kenya
limited. Kilimall is a Kenyan based firm that sells a wide variety of good online. The blog is
designed following a careful process of gaining consumer insights, understanding social media
marketing theories, and analyzing social media platforms and success metrics.
3. Process
In order to gain influence in all social media marketing applications used, it was critical
to understand how consumers of different backgrounds, cultures, age, gender and backgrounds
are influenced. Human beings are social beings and are most likely going to be influenced by
what others do. At Kilimall Kenya limited, social influence matters a lot for every purchase
made (Singh & Stephanie, 2012). It even matters most with high-consideration than low-
consideration purchases. Most consumers hold to the belief that they can make sound decision s
when making high-consideration purchases when advised by those that have made such
decisions in the past. Kilimall Kenya limited has a dedicated referent influencer.
This personnel is responsible for creating social media content, sharing it through online
platforms and keeping consumers in the online space engaged. The individual keeps on
consumers’ social graph and tries to influence brand affinity as well as purchasing decisions
through consumer reviews and by updating all social media status and content to meet specific
consumer group’s interests. The updates are based on time- festive seasons, available offers and
on upcoming events. The firm also employs the services of expert influencers who run their own

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blogs, huge social media following and who rarely know their audience. These individuals offer
expert advice to consumers. All updates on the blogs and social media content are updated on
daily basis to meet the dynamics of online marketing.
4. Content Development
Well-planned social media content helps keep an organizations online marketing on-
message and propels market effort towards the realization of business goals (Shirazi, 2017). The
initial stage that lay the foundation for the development of content that was shared in all social
media applications was getting an understanding of what moves an ideal online client from
awareness to conversion. Defining target clients and identifying then has to go beyond knowing
their basic details such as marital status, where they live and what their hobbies are. Customer
experience must be generated and influenced by content shared with them. To be able to generate
such a content, content developers usually put themselves in the shoes of their clients after which
the frm focusses on building brand awareness while engaging clients for increased conversion
and sales (Akar & Birol, 2011).
The content that I created was carefully designed to make it useful to my target audience.
First, I started by analyzing my customer base and then looking at the type of clients I wanted to
reach through social media campaign. This way, I was in a position to custom my content to fit
the clients’ consuming culture. Like in any other marketing efforts, online marketing content do
require relevant persona. The fact that the audience is made of different people, I chose to add to
the content media graphics thus addressing all their needs. Additionally, I gave the consumers
the space to comment, review the products, ask questions and even freely share the content. The
content generated focused on the positives of the products and too included its usages.

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5. Promotion
Primarily, promotions are incentives that designed by an organization in order to
stimulate sales at a particular time. Thse usually take the form of coupons, sweepstakes, rebates
and contests designed to link a client to specific markets. In order to promote my brand, I used
blogs to offer expert advice to clients. Blogs have found their place in the online marketing
industry since they are used to provide expert advice to clients. Since online market thrives on
the numb er of audience reached and the number of visits successfully transformed into sales and
purchases, Kilimall focuses on deliberate plan and effort to increase customer engagement and
involvement. Kilimall shared on all its social media platforms where many of its clients
frequents in for of clickable videos, texts, audio, and other multimedia content that was to be
shared and published on all social handles for the company.
The tone of the content shared online was designed to reflect my personality online. Most
of online consumers like getting information that is right from the heart. It is also very advisable
to use a language that is not too much professional but still reflecting on the commodity being
sold (Jothi, et al., 2011). Knowing the content to be shared and its format, I then proceeded to
select appropriate applications to sell my products through. These included social media
applications with huge following like facebook, twitter and YouTube. In order to keep my brand
in the market, I chose to listen sto consumer comments and reviews, provide expert advice on
spot and periodically change the content used in marketing strategy. My promotion strategy also
included adding my addresses, business cards, brochures and website’s details. I promoted my
brand in a similar way I would on my website.

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6. Measurement and Results
Online marketing has to be tracked and closely monitored. Online consumers’ behavior is
dynamic and marketing strategy must evolve to align with their tastes and demands.
Additionally, it must conform to the trends in the outside world. Performance of online
marketing is not determined by the number of followers an organization has in a certain social
media platform. It is not the number of views that a video clip or a paid ad will have- it is the
conversion rate, the number of interactions that are successfully converted into sales (Phillips &
Philip, 2009). In order to determine the success of my blog, several metrics had to be evaluated
against my pre-defined objectives. Such include number of responses to polls, contests and
surveys; amount of traffic generated by users; number of members; average length of time spent
in the site and the number of comments. However, these indicate an increasing customer base
that can successfully be turned into sales.
In the very first beginning, I decided to focus on my social media marketing strategy and
explicitly recognizing the value of operating in social media platforms. In order to estimate
returns on investment, I developed social media content that increased awareness and
engagement. The success is then measured or linked to social media metrics in addition to some
pre-defined set of proxy benchmarks such as the likelihood of a future purchase.
7. Conclusion
Social media marketing is experiencing exponential growth at the advent of internet’s
growth. Developing social media marketing content requires great thinking and strategy.
Understanding of online consumers, segmenting them based on their needs and preferences,
developing content and selling it online has to be aligned to the objectives. To have increased

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online market share, organizations have presence in different social media applications and
develop their brand by engaging on customers by replying to their comments and offering advice
to them. Success of online marketing is measured or linked to social media metrics in addition to
some pre-defined set of proxy benchmarks such as the likelihood of a future purchase. The
created content must as well be updated on regular basis, and be defined in a way that not only
influences consumers but also guides them into making sound decisions.

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8. References
Akar, E. & Birol, T., 2011. An examination of the factors influencing consumers' attitudes
toward social media marketing. Journal of Internet Commerce, 10(1), pp. 35-67.
Jothi, P. S., Neelamalar, M. & Shakthi, R. P., 2011. Analysis of social networking sites: A study
on effective communication strategy in developing brand communication. Journal of media and
communication studies, 3(7), pp. 234-242.
Martincevic, I. G. K., 2019. THE REVIEW OF SOCIAL MEDIA AND ITS RELEVANCE IN
BUSINESS. In: Economic and Social Development: Book of Proceedings. s.l.:s.n., pp. 194-200.
Phillips, D. & Philip, Y., 2009. Online public relations: A practical guide to developing an
online strategy in the world of social media. s.l.:Kogan Page Publishers.
Shirazi, S. F. M., 2017. Using Internet: A Mechanism to Develop Market Share. Promotional
Strategies and New Service Opportunities in Emerging Economies, pp. 294-313.
Singh, S. & Stephanie, D., 2012. Social media marketing for dummies. s.l.:John Wiley & Sons.