Social Media Marketing Plan for House of Sunny: Analysis

This report presents a social media marketing plan tailored for House of Sunny, an online clothing and accessories retailer. The introduction highlights the importance of social media marketing in the current business landscape, emphasizing its cost-effectiveness and customer reach. The core of the report focuses on developing marketing strategies for Facebook, Instagram, and Twitter. It discusses the advantages of each platform, suggesting specific actions like creating Facebook pages, posting engaging content on Instagram, and utilizing Twitter for brand promotion. The report includes budget allocation for each platform, with a focus on key performance indicators (KPIs) to evaluate the effectiveness of the strategies, such as the number of followers, likes, and shares. The report also emphasizes the importance of providing customer feedback options and detailed product descriptions to enhance customer engagement and satisfaction. The conclusion summarizes the strategies and the expected outcomes of the marketing plan.

Social Media Marketing plan:
House of Sunny
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Contents
Introduction................................................................................................................................3
Social media marketing..............................................................................................................4
Social media marketing through Facebook................................................................................6
Marketing through Instagram.....................................................................................................9
Marketing through Twitter.......................................................................................................12
Conclusion................................................................................................................................14
References................................................................................................................................15
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Introduction
The main objective of this report will be to develop a marketing strategy for a business
organization under consideration. A business organization that has been selected on this
organization online website is selling clothes and other accessories named the House of
Sunny. Product and services of this organization are available on a www.houseofsunny.co.uk.
Social media marketing has become one of the most essential methods of marketing in the
current business environment as the majority of customers are using social media for
interaction with businesses and other people. Overall customer reach has increased
significantly with the use of social media marketing (Kotler et.al, 2018). In addition to that
overall cost of operation concerning search marketing strategy is also very low which helps
business organizations with a limited amount of financial resources.
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Social media marketing
The popularity of social media marketing has increased over the period due to its reach to
customer and cost-efficiency. One of the primary advantages of using social media marketing
is that the overall cost of operation is very limited. It helps small scale business organizations
to operate significantly and use this type of methodology. Small scale business organizations
can promote their product and services and compete with large scale business operations with
the help of this marketing strategy (Foley, 2017). Some of the other advantages of using
social media marketing are as follows-
 The use of social media has increased significantly over the period and businesses are
using this platform for the promotion of their product and services. In addition to that
customers are also using this type of service to interact with new businesses and
information can be provided to customers concerning the launching of new products.
 The cost of operations concerning social media marketing is very low.
 Social media marketing has become a very effective tool of brand establishment as word
of mouth can be very useful for an organization to establish its brands on social media
(Tran, 2017).
 The level of customer satisfaction also increases as customers are aware of the new
services provided by a particular Organization regularly.
An overall evaluation of the business organization under consideration it can be said that it is
a medium-sized organization and amount of financial resources available with the
organization unlimited. In addition to that this organization is comparatively new in this
industry and financial resources and other resources can be used by the organization for a
more productive manner than marketing through the expensive mode of marketing such
celebrity endorsements (Mariani, Di Felice and Mura, 2016). This type of strategy will be
very efficient for the organization during the initial phase of execution and overall concerning
marketing can be increased over the period with increasing the profitability and revenue.
The main focus of this report will be to identify different strategies that can be useful for the
house of sunny to promote their new product and services to the customers. Three social
media platforms that will be used in the given scenario will be Instagram, Twitter, and
Facebook. Overall reach and statistics concerning the three marketing strategies under
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consideration will be discussed in this report. In addition to that budgets will be also be
located to each of the social media marketing platforms to make sure that the best
performance can be achieved with each of the social media platforms under consideration
(Galati et.al, 2017). Key performance indicators will also be identified for conducting
performance evaluation and relation to every social media platform
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Social media marketing through Facebook
Facebook is one of the earliest forms of social media platforms that were introduced to
people across the world. The use of Facebook has become significantly higher as compared
to any other social media platform as it is one of the oldest forms of social media platforms
available to the customers. Facebook is a social media networking site that helps people to
connect but the use of saving Facebook as a mode of marketing is not very efficient as
compared to other methods such as Twitter and Instagram. This is because the use of
Facebook among people is generally limited to interaction with their friends (Su, Shih and
Lai, 2018).
Over the period, this perception of a business has changed and this platform is being used for
the promotion of products and services. One of the easiest methods that can be used by House
of Sunny to promote their production services to the customers would be to initiate up page
under the name of the House of Sunny. This will require the establishment of a social media
marketing team that will be focused on providing information to customers concerning the
product and services. Some of the most important information that should be provided on this
platform should be as follows-
 Information about new products and services that are being launched by the company
regularly (Diamond and Haydon, 2018).
 Overall statistics concerning several customers and sales growth over the period. This
type of information will help customers to understand that this is a growing business
organization and customers attesting to the product and services of the company.
 Option for providing feedback should also be given to the customers on the Facebook
page which will help in better communication with the customers. Management of the
organization will be able to identify the main problems that are being faced by the
organization concerning the product and services.
 It would be very important for the organization to ensure that the earliest action is taken
by management concerning the feedback provided by the customer. This is because this
can also result in negative publicity of the organization which will ultimately negatively
affect sales of the company (Lo and Fang, 2018).
Facebook page of the company
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Based on providing information, it can be said that the overall interaction of customers
through Facebook is very limited as compared to other modes of communication. This is
because the current Facebook page of this organization only has 10 likes and 1 comment per
post on an average. Based on this information it can be said that customer engagement is very
limited (Kawaf and Istanbulluoglu, 2019). As of 11th March 2020, the total number of likes
and followers of the Facebook page of the company is 6102 and 6241 respectively. It
indicates that there is a requirement of development concerning customer engagement
through Facebook in the current business environment.
Marketing campaign
Marketing campaigns through Facebook should primarily be focused on providing important
information to the customers concerning launch events and new products and services that
are being launched by the company. This type of information should be accompanied by
pictures and Designs of the new product and services. This will help in increasing the number
of subscribers and likes on the page (Leung, Bai and Stahura, 2015).
Budget
Allocation of the budget in the given scenario will be undertaken based on the current
efficiency of a particular social media marketing platform on customers. It can be said that a
particular social media marketing platform is expected to have a higher impact on customer
engagement than the corporal budget allocated to such a platform will also be higher. In the
given scenario it is already identified that overall customer engagement of organization
through Facebook page has been Limited (Hodis, Sriramachandramurthy and Sashittal,
2015). It means that the management of the organization will be required to apportion only a
limited amount of budget to Facebook marketing.
The total budget provided by the top management of the company concerning social media
marketing is estimated to be £50000 on an annual basis. It is estimated that only 25% of this
overall budget is required to be apportioned towards marketing through Facebook. This is
because can customer engagement is limited and it will be more profitable for the
organization to promote products and services through other social media platforms such as
Instagram and Twitter.
Performance evaluation/ key performance indicators
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Another important aspect of any marketing strategies to conduct performance evaluation so
that management of the company can identify whether a particular strategy has been
successful or not. This type of evaluation is very important as management strategies can be
changed over the period a particular strategy has not been in line with the expectations. In the
given scenario overall performance evaluation will be conducted based on the following
factors-
The number of followers- Number of followers on the official Facebook page of the company
will be considered to identify whether a particular Facebook strategy has been effective in the
next 3 months of operation (Thomas et.al, 2015). This evaluation will be conducted every
month after the first examination which will be held after the three months of initiating this
marketing strategy.
Several likes- Number of likes will also be another key performance indicator that will be
examined after three months of operation and it will be examined every month after the first
examination.
The number of shares- There is an option available on the Facebook page to share a particular
post provided by the organization. This post will be shared by the followers with other
customers if they are impressed by the product and services described in the post (Azeem and
Sharma, 2015). Performance evaluation concerning this factor will also be conducted
similarly to the other two factors under consideration.
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Marketing through Instagram
This is one of the most latest social media platforms that has become very successful and
used among the customers. One of the primary advantages of using this platform is that it will
complement the type of product and services that are being sold by the organization in the
market. An overall analysis of the social media platform under consideration it can be said
that it is a visual platform. This is because generally videos and images are posted on this
type of platform to the customers to promote their products. House of Sunny is in the
business of clothing and other accessories and Instagram will be a very effective tool of
promotion in the given scenario (Kobe et.al, 2015). Management of the company has already
established an Instagram page and the overall success of this page is higher as compared to
other platforms of the social media marketing that are currently being used by the
organization. This will be the primary reason that management will dedicate a significant
amount of budget to this marketing strategy as compared to other strategies as the probability
of success rate in this platform is will be higher.
Following are the steps that are required to be taken to promote the product and services of
the company through Instagram-
 First of all management of the organization will be required to post at least 2 images daily
which will help in the communication of products that are being sold on the official
website of the company.
 Link from which customers can purchase products sold by the organization should be
provided with every post that has been posted on the Instagram platform.
 On this platform, management can easily provide text concerning a particular post along
with the image or video that has been posted by the company (Berkhout, 2015). Therefore
it will be essential that management provides a detailed description of a product that has
been promoted in a particular post. For example, if a particular shirt has been posted then
management has to provide details like available sizes, price range, colour availability,
etc. along with the post.
Instagram page of the company
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As it is already described that management has already established an Instagram page for the
company. According to the provided information Instagram is considered as the most
engaged social media platform for House of Sunny in the current business environment
(Chimhundu, Kong and Gururajan, 2015). This is because currently, the total number of
followers on the Instagram page of the company is around 188000 which is significantly
higher as compared to the Facebook page. The target of the organization should be to make
sure that the total number of followers is increased to at least 500000 in the next 3 months of
operation. The frequency of posts by the organization is also higher as compared to other
social media platforms. The total number of posts by the organization on Instagram is around
4438 as of 18th March 2020.
The total number of likes estimated concerning posts on an average is estimated to be
between 1500 and 8000. In addition to that average number of comments on every post is
also estimated to be 50. It can be said that the social media platform has already been
developed but management will be focused on providing effective information on this
platform to establish a brand (Pais, 2015).
Marketing campaign
Marketing campaigns in the given scenario will be primarily focused on increasing the
number of followers to increase customer engagement. The primary focus of the marketing
campaign should be to ensure that at least 2 posts including videos and images are posted on
a daily basis. This will help in keeping customers aware of the important information that will
help in increasing the revenue.
Budget
As it is already described that this is one of the most customers engaged social media
platform then it can be said that the overall budget allocated to this platform will be higher as
compared to other strategies. This is due to the fact that the probability of higher customer
engagement and impact on overall revenue generation capabilities is significantly higher as
compared to other methods. As it is already described in the above section that the total
budget allocated for the social media platforms is 500000 (Dwivedi, Kapoor and Chen,
2015). 50% of this budget will be allocated towards Instagram marketing i.e. 250000.
Key performance indicators
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The number of followers- The total number of followers are estimated to increase to at least
500000 after 3 months of initiating the marketing strategy.
The number of comments on every post- Average comment on the post- is expected to
increase to 150 by the end of the third month (Tuten and Solomon, 2017).
Several likes- The total number of likes is also estimated to increase by at least 30% within
the same period of time as provided in the above two options.
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Marketing through Twitter
Twitter marketing is also an effective method of social media marketing that can be used to
buy the House of Sunny. Overall engagement with customers in this platform is also limited
for the House of Sunny. This is due to the fact that this platform has not been considered as
an effect of the social media marketing strategy by the organization in the past. The use of
Twitter in the current business scenario has been increasing and it can be considered as a
better model of social media promotion as compared to Facebook (Felix, Rauschnabel and
Hinsch, 2017). This is because the number of interactive users on Twitter is higher as
compared to Facebook in the current business environment.
Following are the steps that can be taken by the organization in order to promote products
through Twitter-
Keeping the tweet short- First of all, the number of characters that are used by the
organization for posting on Twitter should be Limited as a longer tweet is not very popular on
this platform.
Links of products and services can be provided along with the text to which will be a better
strategy as compared to providing a detailed description of the post itself.
Retweets- Social capital and credibility can be developed on this platform through a retweet
of someone else's tweets (Alalwan et.al, 2017). For example, this can be done through
retweeting posts of celebrities or fashion experts.
Content plan- This will be a detailed plan that will help in providing details to the social
media marketing team to develop appropriate content that will help in attracting more
followers. Content developers can be hired by the organization for this specific purpose with
expertise in the fashion industry.
Influencers- Hiring of influences can also be an effective strategy that can be used as
followers of such influences are significantly higher in number and such followers are
dedicated to the suggestions provided by the influences (Dahl, 2018).
Twitter page of the company
Overall engagement by the company with customers through the Twitter page is very limited.
Last Post was made by the organization in January 2019 which field indicates that
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