Detailed Social Media Marketing Plan for ThirdWay Interior Company

This report provides a comprehensive social media marketing plan for ThirdWay Interior, a London-based company specializing in interior design and furniture. The report begins with an introduction to social media marketing and a description of ThirdWay Interior, highlighting its core values a...Read More

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Entrepreneurial Marketing
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Contents
Introduction......................................................................................................................................1
Marketing Audit...............................................................................................................................1
Internal Analysis..........................................................................................................................1
External Analysis.........................................................................................................................2
SWOT Analysis...........................................................................................................................3
Objectives........................................................................................................................................4
Target Audience...............................................................................................................................4
Social Media Zones.........................................................................................................................5
Experience Strategy.........................................................................................................................6
Activation Plan................................................................................................................................7
Measurement and Control Strategy.................................................................................................8
Conclusion.......................................................................................................................................9
References......................................................................................................................................10

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Introduction
Social Media marketing refers to the use of social media platforms and websites for an
organization to promote its scope of business on diversified international platforms as well. For
small and medium enterprises, social media acts as a great tool as it helps them in building image
in target market and more and more customers as well. E-marketing helps the business process is
growing and promoting their brand in the international market (Ashley, and Tuten 2015).
Further, the company chosen to analyse the social media marketing activities is the ThirdWay
Group Company. The organization is involved in designing the interior of homes as well as
offices. The company is a London based organization that deals in providing design and building
furniture for the companies as well as houses. The company connects will clients from industries
and create the best possible and useful environment for the people. Ben Gillam, Mason Booth
and Fraser Munro formed the organization (ThirdWay Interior 2018). The core ideology of the
company is commitment, team, fun and trust that they want to share in the organization as well
as with the people by the way of their products and services. The products and services are
delivered by the employees keeping in mind the tenets of the company.
The purpose of this report is to enlighten the reader about the social media activities of the
company ThirdWay Interior. The report evaluates ways in which the company can make of
social media platform to grow and excel in the target market. Internal and external analysis has
been conducted to initiate accurate activation plan for the company. Further, more details about
the report are discussed below:
Marketing Audit
Internal Analysis
 The internal environment of the company ThirdWay Interior is positive and motivational
for the employees of the company. The internal environment of the company constitutes
of flexible working conditions for the employees to grow and sustain the image of the
company in the target market. Further, the marketing plan of the organization includes
various factors that the management can take further in the social media marketing plan

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for the future growth of the architecture and development company. The company initiate
after sale services and innovative sale promotion techniques in the business that can help
the management in increasing sales online as well.
 The corporate culture of ThirdWay Interior is innovative, flexible and positive as well.
The business requires brainstorming ideas from the employees to create stylish
architecture, due to which they provide complete freedom to employees to work.
Providing flexibility in the environment helps the organization make the employees stay
for a longer period of time. It is believed that the decentralized norms of the company on
social media will bring prosperity in the activities of business (Best Companies 2019).
 Having a social media account, use of internet sources, attractive domain etc. is some of
the resources that will help the business in organizing their actions on social media
platform as well.
 Lastly, it should be noted that as discussed above, the policies and procedures of
ThirdWay Interior are flexible enough to help the employees work effectively. So, the
policies of the company and internal environment competent and stable to welcome
social media marketing activities for the growth of business (Kim, and Ko 2012).
External Analysis
The customers of the company ThirdWay include people who belong to premium class. The
company usually target people from age group 35-55 years. Business class and homemakers are
the main targets of the company. By attracting the business class in the society, the company will
be able to build business furniture. And with by attracting homemakers in the society the
company will be able to serve home furnishing to the people in the society. These are the people
who surf social media and Google before purchasing furniture.
SHH and Neu Architects are the two biggest architecture firms competing with the company
ThirdWay Interior in the market of UK. SHH is a UK based organization that is renowned as
multi award winning international architecture company. Further. Neu is a London based
architecture organization that was originated in the year 2004 by Ben Paul aand Silka Gebhardt.
Just like ThirdWay, both the companies are renowned for providing creative and innovative
infrastructure to the people of UK and worldwide (Gottschling 2016).

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The competitors successfully make use of social media platforms like Facebook, YouTube,
Pinterest etc. to promote their social media presence in the industry. The companies circulate the
images of their products and writes about new and innovative trends present in the industry that
certainly attracts the customers in the target market. Further the marketing trends for the
architecture industry are discussed below:
 Political: The government of UK initiate fair trade activities along with political stability
in the market. The government of country is split into national and local administrations
that initiate easy flow of business functions with fewer barriers.
 Economic: UK has free market along with 5th highest GDP worldwide that motivates
foreign direct investment worldwide.
 Social: the country is densely populated with high standard of living. Migration rate is
high leading to cosmopolitan environment.
 Technological: UK is MEDC (More Economically Developed Country) that initiates
innovative use technology in the business as well (Alwan, Jones, and Holgate 2017).
SWOT Analysis
 Strength: based on the analysis, it should be noted that the creativity and innovation in
the products and services of the company gives an advantage in increases the competence
in the social media market. Innovative design process will help the company to gain
competence on social media.
 Weakness: already presence of competitors in the market can act as a threat for the
company (Godey, et. al., 2016).
 Opportunities: The Company gains the advantage to create a new brand image on the
social media platform.
 Threat: competition is the biggest threat for the company as there are many
organizations present in the market that provides products at low cost as well (Tiago, and
Veríssimo 2014).
Objectives
Promotional objectives: The Company aims to make use of all the available resources to create
a market presence on social media platform.

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Service objectives: the Company aims to serve adequate after sale service through social media
platforms as well.
Retail objectives: Meet the raised demand of the customers by properly capturing them and
providing them products and services according to requirements.
Research objectives: Target the un-captured audience present in the industry.
Target Audience
The below mentioned market, segmentation provides the information about the target audience
of the company ThirdWay Interior:
Geographic: On the basis of geographical segmentation, the company ThirdWay should target
mostly the people present in the UK division as the company is situated in UK itself. Apart from
this, the company should also make use of the social media tools and techniques to promote the
sales of the business in the international market (Hudson, et. al., 2016). On the basis of
geographies, the company should target the people living in underdeveloped areas as well as
fully developed areas.
Demographic: On the basis of demographic segmentation, the company should target business
class people and homemakers in the society belonging to age group 35-55 years (Constantinides
2014).
Psychographic: On the basis of psychographic segmentation, the company should target people
who think that their house is their priority. Further, they should also target the businesspeople
who are creative and believes in decorating their building (McFarland, and Ployhart 2015).
Behavioural: On the basis of behavioural segmentation, the company should target people that
concerns about their public profile. Further, these people believe in showing off their interior in
the market (Moreno-Munoz, et. al., 2016).
Further, the company should target demographic segment and align it with social media
activities. The above mentioned information will rightly help the company to initiate social

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media marketing activities accordingly. People belonging to this segment invest most of their
past time on social media only, so this tool can help the company to attract them.
Social Media Zones
Social media vehicles that the company ThirdWay interior should make use in the environment
to grow are discussed below:
Social Communities Zone: This zone basically focus on the relationship and activities of the
company on social networking sites such as Facebook, LinkedIn, Twitter, Instagram and wikis,
forums, channels and message board etc. The social media communities’ zone helps the
organization and contacting people and creating relationship with them for the purpose of
promoting the product on social media platform and creating sales as well. On such social media
platforms, the company ThirdWay Interior can share the pictures of the products made by them
and the information about the company as well (Dessart, Veloutsou, and Morgan-Thomas 2015).
This will help the organization to socialize in the right market and communicate with people as
well. The social community zone specifically focuses on the process of creating relationship with
people and initiating common activities in which people can participate and share the same
interest and identification as well. This type of zone provides two way communications in the
society with collaboration, communication and sharing experiences and resources as well. The
company ThirdWay should make use of this type of zone by communicating with people about
the products and services they provide in the market. They can easily attain the viewpoint of the
customers through their likes and dislikes on social media platform. The company will represent
the brand as a brand character on the social media market. In order to initiate brand of the
company on social media, the company will initially post the information about the past
achievements and activities of the company. Further, the employees of company will create a
blog through which they will write trends in the architecture industry and how a person can
innovate their house and office economically (Chaffey 2015).
Social Commerce Zone: This zone is a part of e-commerce zone where people purchase and sell
products on social media platforms only. This zone introduces the company to various platforms
that sell products and initiate interactive shopping including ratings and reviews as well. Social

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media websites like Amazon, Flipkart, and Walmart offers services to the customer where they
can chat with the merchandiser and customer service to have better shopping experience. Under
the e-commerce social media zone, the companies will post their products on the social media
platform from where the customer will purchases the product by surfing online. The social media
platform of e-commerce will help the company ThirdWay to post their products on different
websites and make use of social media platform to initiate the sales by the way of online as well
(Senadheera, et. al., 2017). Under this case, the company will make use of different retail
websites where they will post their product online and the customers will purchase, review and
rate the product online. Along with other retail e-commerce websites, the company will also
create their own website for initiating sales. Thus, it should be noted that in this way the
company would make use of this zone to increase the sales of the product by promoting it in the
online market.
Experience Strategy
 The company can implement social media activities to extend the promotional strategy in
the environment and grow. Using the above mentioned vehicles, the company can ask the
customers to fill a survey form for the company. The survey form should include the
image in the minds of customers about the company along with the perception of
customers about furniture in the market.
 The company can encourage the engagement of people by providing them various
benefits in the environment. They can provide discounts to first customers so that they
can initiate sales in the market. Also management should initiate various attractive events
to initiate attention of customers (Scott 2015).
 The company should also contact the social media influences create identified brand
image in the target. They should clearly explain the motto of the company and the
influencers should then circulate such idea about the brand to the customers in the
market. These influencers will attract the customers and acknowledge them about the
functions of the company. Lastly, it should be noted that the company should make use of
the social media zones by displaying advertisements and other pop-up messages on
various websites. Further, the company can align the physical as well as social media

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promotional activities by conducting events and explaining the growth through e-
commerce as well as physical store (Tsimonis, and Dimitriadis 2014).
Activation Plan
Activity Time Period
(in months)
Manager Growth
Objective
Concerned
Department
Situational
Analysis
2 Marketing Head Collection of
authentic
information
R&D
Deciding Goals
and objectives for
social market
expansion
1 Operations Head Initiating goals
and mission
Operations
Defining audience
and prioritizing
groups present in
worldwide
platform
3 Marketing Head Deciding target
groups and people
Marketing
Analysing various
channels for
growth
4 R & D Head Procuring
Resources
R & D
Setting up team
for campaign
2 Management Head Finding right
people for the
campaign
Management
Allocation of
budget
Assigning of
budget

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Communication
with potential
partners
3 PR Manager Attracting
sponsors
Public
Relations
Development of
channels
1 Sales Head Development of
platform to make
more effective
sales
Sales
Initiation of Sales
through different
channels
12 Manager Implementing
sales campaign
Management
Measurement and Control Strategy
Budget control refers to the system under which the actual income and spending of the
organization with the planned budget. The control system monitors the growth perspective of the
company by analysing the backward activities. Below mentioned are the practices that the
company should make use of in order to control the budget and activation plan as well:
 Initially, the leader should initiate adequate leadership skills in the environment so that
the employees can actively engage themselves towards the process of achievement of
objectives.
 The performance of the plan is measured using prescribed budget, with the intimation of
all the data and budgeted amount, the company get to analyse the gap between the
expected and actual budget.
 Further, the company can also initiate campaign focused metrics under which the
management segregate budget for each of the campaign and then activate the plan
according. This will help the organization is investing resources in the right activity.
 The company should also focus on the responsible centres for controlling the defined
budget for the organization (Felix, Rauschnabel, and Hinsch 2017). There are basically
four responsible budgets that are revenue centres, expense centres, profit centres and
investment centres. In the revenue centre, the company focus on the organizational units

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that measure the output in monetary terms but do not directly compare it with input cost.
Further expense centre controls the units where input is measured in monetary terms but
output are not. Profit centres will control the performance between the revenue and
expenditure of the company. Lastly investment centre will control the output with the
assets employed in producing them, that is the ROI of the company.
 Further, the employees should keep in mind the financial budget allocated to particular
activity along with specific time frame as well.
 The leader should monitor the timescale of the particular activity that it is going well or
not. The management should also find out deviations in the process.
 In case of deviations the employees should start working according to the defined
standards along with the objective of activities as well (Chaffey 2015).
 Lastly, the team should wait to attain feedback from the external environment.
Conclusion
Thus, in the limelight of above mentioned events, the fact should be noted that the report
evaluated the details about the social media market plan of a SME based in UK naming
ThirdWay Interior. The report evaluated the internal and external analysis of the company along
with the social media zones that the company should utilize in order to succeed in the target
market. Further, experience strategy along with the implementation plan and budget is discussed
in the report.

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