Developing a Social Media Marketing Strategy for Teddy Bear Shop

This report details a social media marketing strategy for a teddy bear shop in Singapore, encompassing a competitive analysis of major social media platforms like Facebook, YouTube, and Twitter, alongside discussions on budget allocation and return on investment (ROI). It identifies key goals, including generating positive word-of-mouth, achieving a 10% ROI from social media marketing, and acquiring a minimum of 1 million active users or followers. The strategy focuses on targeting the younger generation through engaging content and utilizing various social media platforms. Implementation involves forming a dedicated media cell responsible for content development, posting videos, and managing user interactions. Monitoring and evaluation processes will be implemented to assess the effectiveness of the social media marketing efforts, with user response rates serving as a key indicator.

Running head: SOCIAL MEDIA MARKETING
Social media marketing
Name of the student
Name of the university
Author note

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Executive summary
The aim of this report is to discuss about the social media marketing strategy of teddy bear shop
in Singapore. Competitive analysis between the major players in the social media had also been
discussed in this report. Budget and return on investment for them the social media marketing
had been discussed. Moreover, this report also discuss about the investment and return of
investment in social media marketing for the organization.

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Table of Contents
Introduction......................................................................................................................................3
Social media presence......................................................................................................................3
Competitive analysis........................................................................................................................4
Goals..............................................................................................................................................10
Strategies........................................................................................................................................11
Target market.................................................................................................................................11
Implementation..............................................................................................................................11
Monitoring.....................................................................................................................................12
Budget............................................................................................................................................12
Return on investment.....................................................................................................................12
Reference.......................................................................................................................................13

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Introduction
In the current business scenario, social media marketing is one of the most effective
modes of promotion and marketing for the contemporary business organizations. This is due to
the reason that, internet is having huge market penetration around the world and with the
revolution of smartphones, a major sections of the current generation is being active in the social
media1. Thus, contemporary business organizations are more opting for social media marketing
in order to target the major sections of the customers. Moreover, with the initiation of the social
media marketing, business organizations are being able to determine the market requirement and
change in the taste and preference pattern of the customers2. This is due to the reason that, social
media marketing involves two way communications between the customers and the
organizations. It engages the customers to share their opinions and feedback to the organizations
and enables the organizations to modify the offerings accordingly.
This report will discuss about the social media marketing strategy of the teddy bear shop
in Singapore. Competitive analysis between the major players in the social media will also be
discussed in this report. Along with this, goals, strategies and target market policies regarding the
social media marketing of them will also be discussed. Implementation strategies along with the
monitoring and evaluation strategies will also be discussed in this report. Budget and return on
investment for them the social media marketing will also be discussed.
1 Gerbaudo, P., 2012. Tweets and the streets: Social media and contemporary activism. Pluto Press.
2 Couldry, N., 2012. Media, society, world: Social theory and digital media practice. Polity.

4SOCIAL MEDIA MARKETING
Social media presence
As discussed earlier, social media is having huge market penetration in the current global
scenario due to the revolution in internet facility and availability of cheap smartphones around
the world3. Thus, with the initiation of the internet facilities, more sections of global population
is active in the social media and the growth of entering in the social media is increasing rapidly.
One of the key reasons for social media channels to gain huge popularity is the facility of
personalized interactions with one another. With the help of the social media, more people are
getting connected from around the world. Thus, it provides huge opportunities for the
contemporary business organizations to reach out to this population by interacting with the
customers directly and determining their feedback4. Major players in this sector include
Facebook, YouTube and Twitter, which constitute the major market share of the social media
around the world. The following sections will discuss about the competitive analysis of these
players in order to determine the most effective one for the social media marketing.
Competitive analysis
Particulars Facebook Twitter YouTube
Followers 968 million active
users on a daily basis.
1.49 billion Active
users on a monthly
basis.
316 million users or
followers on a daily
basis.
80 percent users are
the mobile users.
YouTube do not
require creation of
accounts by the users.
However, still they
are having more than
3 Kakihara, M., 2014. Grasping a Global View of Smartphone Diffusion: An Analysis from a Global Smartphone
Study. In ICMB (p. 11).
4 De Vries, L., Gensler, S. and Leeflang, P.S., 2012. Popularity of brand posts on brand fan pages: An investigation
of the effects of social media marketing. Journal of interactive marketing, 26(2), pp.83-91.

5SOCIAL MEDIA MARKETING
844 million are the
mobile users5.
1 billion active users
on a monthly basis.
Sentiments of the
followers
Users in the Facebook
remain active on more
casual basis without
being interacting with
anyone. However, the
photos and statuses
being shared by the
users are one of the
key determinants of
taste and preference
pattern. Facebook is
popular more among
the teenagers
compared to older age
groups.
Users in the Twitter
are more active
compared to the
Facebook. This is due
to the reason that,
Twitter is more closed
format compared to
the Facebook. Here,
users follows each
other and provides
feedback on any
posts. Twitter is
having same
penetration among the
teenage groups and
the middle age
groups.
YouTube is not
having any chatting
portal like the Twitter
and facebook. Users
in the YouTube
subscribes different
channels and watch
videos of their choice.
It is more like online
video portal than a
chatting portal.
Chance of interaction
among the
stakeholders is less.
However, the
comments being given
by the users are one of
the key sources of
gathering information
5 Al-Debei, M.M., Al-Lozi, E. and Papazafeiropoulou, A., 2013. Why people keep coming back to Facebook:
Explaining and predicting continuance participation from an extended theory of planned behaviour
perspective. Decision support systems, 55(1), pp.43-54.

6SOCIAL MEDIA MARKETING
regarding the market.
Rate of corporate
posts
Due to the fact that,
Facebook is having
more number of
penetrations in the
market, thus the
number of corporate
posts is more in this
medium. According to
various reports, more
than 1 million posts
are being added in
facebook on a daily
basis.
Twitter is having less
number of active
users compared to the
facebook, but they
provide more reliable
and authentic return
on investment due to
the fact that, users are
more active in Twitter
compared to
facebook. It is being
reported that, on a
daily basis, more than
20000 new official
posts are being added
in the portal.
As earlier discussed,
YouTube is not
having any system of
creation of valid
accounts of the users.
Thus, the medium of
posting is to post
video on the portal,
which will be given
feedback by the users.
On a daily basis, more
than 10000
advertisement videos
are being added in the
portal.
Feedback Due to having the
highest number of
active users,
generation of
feedback is also more
compared to other
As earlier discussed,
Twitter is having
more reliable and
active users in their
portal. In addition, the
market penetration of
Though, compared to
twitter and facebook,
YouTube is having
less active users.
However, they are
having one of the

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social media
platforms6. However,
the feedback in the
facebook ranges from
serious and authentic
opinions from casual
and offensive
feedback. Thus, the
huge data is being
generated from the
facebook but the rate
of authenticity is less.
twitter among the
middle age group is
more compared to the
facebook. Thus, the
feedback being
generated from twitter
is more authentic and
reliable compared to
facebook. Moreover,
the feedback
generated from twitter
is having more
singular approach
compared to twitter.
most reliable form of
generation of
feedback from the
users. In posting the
advertisement video
in the portal,
advertisers gather the
feedback by the form
of comments
accumulated in the
portal. The rate of
comments of the users
is less compared to
other two medium,
but feedback from
YouTube is having
more authenticity and
reliability. Moreover,
the comments being
given by the users are
majorly directed
towards the video
6 van Dam, J.W. and van de Velden, M., 2015. Online profiling and clustering of Facebook users. Decision Support
Systems, 70, pp.60-72.

8SOCIAL MEDIA MARKETING
being posted.
Average response
time to feedback
In the case of
facebook, the average
response time is less
compared to the
twitter and YouTube.
According to various
reports, the average
response time in
facebook is 5 minutes
per post. In the major
cases, organizations
opting for social
media marketing in
facebook are having
separate and dedicated
social media cell.
In the case of twitter,
the average response
time is more than
facebook. According
to reports, average
response time in
twitter is 15 minutes.
Moreover, the
probability of giving
response in twitter is
less compared to
facebook.
In the case of
YouTube, the
probability of
providing response is
least compared to
other two mediums.
This is due to the
reason that, marketing
through YouTube is
mostly being limited
to posting the video in
the portal.

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Figure: 1
Demography profile of Facebook7
7 D Jackson, "Facebook vs. Twitter: Which Is Best for Your Brand", in Sprout Social, , 2017,
<https://sproutsocial.com/insights/facebook-vs-twitter/> [accessed 27 November 2017].

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Figure: 2
Demography profile of Twitter8
Goals
 To generate positive word of mouth among the potential customers.
 To generate at least 10 percent of the investment as the return of investment form the
social media marketing.
 To create minimum of 1 million of active users or followers in the social media platform.
8 D Jackson, "Facebook vs. Twitter: Which Is Best for Your Brand", in Sprout Social, , 2017,
<https://sproutsocial.com/insights/facebook-vs-twitter/> [accessed 27 November 2017].

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Strategies
The social media strategy will be to target the teenage population due to the reason that,
the target customers of teddy bear shop will be the younger generation. Thus, the social media
marketing will be implemented in such a way that, it will have holistic impact on the target
market9. Moreover, the strategy will be to involve all the available social media platforms in
targeting the customers.
Target market
The target market of the teddy bear shop will be the younger generation consists of both
the genders10. However, due to the reason that age group under 15 are not active in the social
media, thus, the target market will be the young couples and parents, who will be interested in
having soft toys for their children11.
Tools
 HootSuite
 Hubspot
 MeetEdgar
 TweetDeck
 Buffer
 Sprout Social
9 Macnamara, J. and Zerfass, A., 2012. Social media communication in organizations: The challenges of balancing
openness, strategy, and management. International Journal of Strategic Communication, 6(4), pp.287-308.
10 Rumelt, R.P., 2012. Good strategy/bad strategy: The difference and why it matters. Strategic Direction, 28(8).
11 Grant, R.M., 2016. Contemporary Strategy Analysis Text Only. John Wiley & Sons.