Detailed Social Media Marketing Plan for Violia Media Services Limited

This report details a social media marketing plan for Violia Media Services Limited, a book distribution company in the United Kingdom. It begins with an executive summary and introduction, followed by a marketing audit including PESTLE and SWOT analyses. The report outlines specific objectives, identifies the target audience of readers interested in books, and analyzes the company's use of various social media platforms. It includes an experience strategy using Google Analytics and a detailed activation plan with a timeline. The plan addresses measures to manage the budget. Overall, the report provides a comprehensive overview of social media marketing strategies for the company, aiming to increase brand awareness, website traffic, and social media engagement.

Marketing Plan

Table of Contents
EXECUTIVE SUMMARY ............................................................................................................1
INTRODUCTION...........................................................................................................................3
MAIN BODY ..................................................................................................................................3
Marketing Audit ..........................................................................................................................3
Objectives ...................................................................................................................................4
Target Audience ..........................................................................................................................5
Social media Zones .....................................................................................................................5
Experience strategy ....................................................................................................................6
Activation plan ............................................................................................................................7
Measures and manage .................................................................................................................7
CONCLUSION ..............................................................................................................................8
REFERENCES..............................................................................................................................10

EXECUTIVE SUMMARY
This report has emphasized on social media marketing plan. In this Violia Media Services
Limited company is taken for further study. It is a book distribution store in United Kingdom.
It includes marketing audit, objectives set for enhancing social media marketing and
audience that are targeted for selling product and services. It has also included activation plan for
running business operations of the company. It has included various aspect of social media
marketing that defines use of social media networks. There are different social media platform
that help in gaining more knowledge for the future.
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INTRODUCTION
Social media marketing plan is a document that contained factors that affect business
operations and various strategies that help in promoting product and services by using various
social media platforms. The main purpose of this plan is to set strategic objectives for company
that help in promotion products. (Nykiel, 2016).
Present report will be based upon Violia Media Services Limited. It is dealing in book
distribution sector.
Report will include marketing audit, objectives and target audience. It also include zones
and experience strategy that help in selecting different zones that will be beneficial for future. It
include activation plan and measures that will able to generate budget for the future.
MAIN BODY
Marketing Audit
This is the process of analysing marketing plan, objectives and goals. The main objective
of this system is to evaluating and interpreting internal and external factors of the company.
PESTLE ANALYSIS
This refers to evaluate external factors that affect business operations of the company. It
help in determining performance of organization.
Political Factors
These include government policy, political stability, corruption all these have greater
impact on Violia Media Services Limited. As it is dealing in book distribution so different people
in the country is having different perspective of reading books so that affect business operations
of it.
Economic Factors
This include exchange rates, inflation rates, interest rates and economic growth of the
company (Paley, 2017). Because of changes in exchange rates sale of books get reduced as
people are not able to afford price that is being sold in the market.
Social Factors
Values, norms and beliefs of people are different as according to culture that is
maintained in company. Through purchasing power of consumers reduce as different people is
having their beliefs so that affect purchasing of books from the market.
Technological Factors
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This basically involved changes in technology that may lead to increase opportunity for
the future. As some people don't like to read books so if there is no change outside. If reader is
having interest than technology will get disrupted.
Environmental Factors
This is related to changes in weather and climate that provide future perspective for the
future. If climate is not good then weather will be affect mood of reader to study books.
Legal Factors
It is a mixture of all the above factors that affect business operations as there are laws that
affect business operations as employment laws if people are not able to read books then they are
not buying and that will reduce sales of the Violia Media Services.
SWOT ANALYSIS
This include internal factors that affect operation in business.
Strength
The biggest strength of Violia Media Services Limited as it is having larger market share
in United Kingdom (Lamb sand Crompton, 2017). As it is a leading book seller that is having
maximum sales as compared to other competitors in the market.
Weakness
Its weakness is its advertising strategy is not good as less customers are come to buy
books from the company that will not lead to growth in the future.
Opportunities
People are becoming more educated that help Violia Media Services Limited to expand
its business in other countries. This will help in attracting more consumers towards the company.
Threats
Biggest threat are competitors that will affect business operations in the company. As
there is more competition in market that reduces sale of Violia Media Services Limited.
Objectives
 The main objective of company is to aware consumer regarding existence of product into
the market through different social media platforms.
 Through online marketing company can increase its market share through various sources
that help in gaining larger profits in the future.
 To gain 10% website traffic within 4 months
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 To add 1million followers on company page on Facebook.
 It is increasing its sales by taking feedback from customers that help in providing reviews
to company through which it will improve its services on social media platform.
Target Audience
For Violia media Services Limited target audience are readers those are having interest in
reading books and increasing knowledge for the future. Through social media platform that are
interested to read books the company is targeting that group as its audience that help in
increasing sales of the company. Social media marketing is providing different perspective to
consumers that help in creating larger share in the market. As there are different perspective that
will be able to provide greater market research in the company. Targeting customers based on
demographic segment that will be providing various aspects in the market.
As targeting audience help in bringing more consumers towards company by providing
different aspect that will be beneficial for the company. It helps in achieving objective as
targeted consumers is having an interest that provide to the company. It is important aspect that
will be creating various demands and needs for achieving organizational success in the company.
It plays crucial role in increasing sales and profit. Therefore, targeting consumers are help in
bringing more opportunities as well as growth in Violia Media Services Limited. Readers may be
young or old as they are purchasing books from market to read it. It is important in increasing
sales for the future. Through social media platform consumer can easily learn anything as it
facilitate everything through internet that will be helpful for the future course of action. Through
this different perspective can be achieved as it is helpful for consumers to read books online
without wasting of time.
Social media Platforms
The company is using five social media platforms which is been handled by separate
employee. Each of them spend specific time on those platform. The overall cost of them is
explained below :-
Employee Social media Time spend Cost per hour
John Facebook 2 hour £ 20
Harry Twitter 1 hour £ 50
Michael Instagram Half an hour £ 100
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Robert LinkedIn 3 hour £ 30
Jacob Pinterest 1.5 hour £ 60
Total cost £ 260
It can be analyzed that overall spending are £ 260 of using platforms. There are four
types of social media zones such as relationship, publishing, entertainment and commerce. Violia
Media services Limited is adopting relationship zone that enhance relation between consumers
and marketer. There are different channels that is being used by marketer to sale its product and
services. As consumers are buying products that will be facilitating in providing different aspect
that will be creating through this zone. As company is trying to expand its market by applying
various channels into business (Fine, 2017). As people with same interest group will be targeted
first for selling its product that facilitate in gaining different perspective for the future. This zone
will be selected by company to attract more consumers as if relation between consumer and
marketer is good then it will help in earning more profit. There are various perspective as it is
helpful for the future. It is important while selecting zone that which zone is more suitable for
the company. In this communication will be enhances through various collaboration and sharing
experience to others that are related to different segments in the company. As these social media
zones are applicable for increasing sales and earning more profit in the future. This zone is
comprises of different channels such as social networking sites, message boards and forums etc.
These sites help in attracting more consumers towards company for enhancing various
perspective in the future. Therefore, selection of zone is helpful in providing different
perspective for Violia Media Services limited in earning more profit for the future. Through
different social media platform such as Facebook, Instagram, LinkedIn consumer are targeted
that provide effective use of social media that enhance productivity and profitability in business.
These platforms are more useful in providing different perspective for the future. As there are
different platforms that help in getting involved more into selling books through online sources
that are provided to consumers.
Experience strategy
It is necessary to develop strategy to attain goals and objectives. Thus, in social media
marketing plan the strategy developed is described below :-
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Google analytics- it can be used to promote products and attract people. Here, data and info can
be gathered of people who are spending time on various social media platforms and then
accordingly they can be targeted. It will enable in increasing number of followers on social
media page.
Through social media platform there are different segments that will be useful for the
future course of action. Through this consumer is providing different segments as it is important
in experiencing outside market for the future course of action. A quality team is being provided
for enhancing various aspects as there are gaining knowledge related to online platforms for
utilizing in gaining various perspective for the future. It is important in getting involved into
social media marketing through this different perspective is taken into consideration in providing
different segments into company. There are different strategies that will be followed in solving
various problems regarding reading books in the company. Through social media marketing that
help in involving more consumers towards the company. It is important in gaining more
knowledge related to social media platform. There are different techniques that will be applied in
using social media platform for the future. Social media marketing is providing various aspect
that help in providing different perspective for the future.
Activation plan
Steps in activation plan Time scale
The first step is to setting goal for enhancing
social media marketing in the marketplace. It
is important in having social presence for
building brand image of the company.
1 week
Then at next step ideal customer is being
identified that are using social media platform
and help in providing different product and
services into business. In this different
segments are taken into account for conducting
research that will be useful for the future.
3 week
Then mission statement of social media is
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prepared that help in achieving objectives of
business.
Factors that lead to bring success in business is
creating various segments for the future. Use
of images that will be creating larger share in
the marketplace.
2 months
Investing into social media management tool
that help in providing various aspect for the
future. There are different social media
marketing segment that lead to bring
effectiveness and efficiency in the future.
(Kennedy, 2017).
3 months
This is the most important step that help in
succeeding into social media platform and in
this trial will be occurred for utilizing various
perspective in the future. Data will be tracked
so that it provides efficient use of resources.
5 months
Measures and manage
BUDGET
Income Actual (£) Budget (£) Difference (£)
Operating Income
Sales Qtr 1
Sales Qtr 2
Sales Qtr 3
55000
30000
40000
25000
25000
25000
30000
5000
15000
Total Operating
Income
125000 85000 50000
Non operating
income
Interest income
Gifts received
Donations
345 500 155
345 500 155
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Expenses
Operating expense
Accounting and legal
Insurance
Rent
Research and
development
600
850
4200
12000
600
1000
325
12000
-
(150)
3875
-
Total operating
expense
17650 13925 3725
Marketing Budget for Social Media for four months
Social Media activities
January
Facebook
Twitter
Instagram
Pinterest
LinkedIn
£ 400
£ 230
£ 180
£ 279
£ 154
February
Facebook
Twitter
Instagram
Pinterest
LinkedIn
£500
£480
£50
£360
£112
March
Facebook
Twitter
Instagram
Pinterest
LinkedIn
£400
£102
£130
£200
£410
April
Facebook
Twitter
Instagram
Pinterest
LinkedIn
£300
£140
£600
£302
£200
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CONTROL
There are different ways through which money can be controlled by different ways that
will be providing various aspect for the future.
Monitoring website traffic – this is best way to monitor social media marketing plan. In this
employees can monitor website traffic and then evaluate it with set goals and objectives. Beside
this, they will be able to find out that on each platform how much traffic is been generated.
Data analytics – It is also a way to monitor social media marketing plan. With help of it data
and information can be gathered and analyzed. It will help in controlling plan and attaining
goals.
CONCLUSION
From the above study it can be summarised that external and internal factors affect
business operations that provide different aspect to company. As political factors affect stability
in country that will disturbed business operations in future. There are different segments that will
be providing various growth perspective in handling business operations. It is important for
targeting audience for future that helps in increasing sales and bringing more opportunities for
the company. Different social media zones will be adopted that facilitate in building relation
between customer and marketer. Experience strategy will be providing that facilitate in earning
more profit.
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REFERENCES
Books and Journals
Armstrong, G.M. and et. al., 2018. Marketing: an introduction. Pearson UK.
Davis, T.D., Mark, T.B. and Shepherd, J., 2018. Simulating the Value of Crop Insurance and
Pre-Harvest Marketing. The Journal of the ASFMRA, pp.157-172.
De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies, online
reviews and hotel performance. International Journal of Hospitality Management, 72,
pp.47-55.
Ferreira, J.N.P., 2017. Marketing Plan of the UCInova Junior Enterprise (Master's thesis).
Fine, S.H., 2017. A Generic Social Marketing Plan. In Marketing the Public Sector (pp. 289-
300). Routledge.
Kennedy, M., 2017. Rubric for Assessment of Your Marketing Plan for E-Resources.
Lamb, C.W. and Crompton, J.L., 2017. Analyzing marketing performance. In Marketing the
Public Sector (pp. 173-184). Routledge.
Le, T., 2018. A Strategic B2B Marketing Plan for the Indian Market: A Case Study of
Timetravels Incoming Ltd.
Nykiel, R.A., 2016. Marketing Your Business-A Guide to Developing a Strategic Marketing
Plan.
Paley, N., 2017. How to Develop a Strategic Marketing Plan: A step-by-step guide. Routledge.
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