BSBMKG537 - Social Media Engagement Plan for Waterfords Iced Water

This report outlines a comprehensive social media engagement plan for Waterfords, a beverage company specializing in sugar-free iced water. The plan begins with a social media brief analyzing the high percentage of social media users in Australia, particularly among the target demographic aged 21-45 years. It identifies key social media platforms like Facebook, Twitter, Instagram, and Pinterest. The plan focuses on a 6-month strategy to increase social media activity, including the use of Twitter and LinkedIn, emphasizing the natural and sugar-free aspects of Waterfords' products. The report details the monitoring and review process, emphasizing the importance of metrics such as likes, comments, retweets, and follower growth to assess the effectiveness of the social media engagement strategy. References to relevant academic sources are also included.

SOCIAL MEDIA ENGAGEMENT
PLAN 2

Social Media Brief
 In 2017, statistics held that about 79% of
Australians use social media (Irp-
cdn.multiscreensite.com, 2019).
 The statistics categorize the groups as follows:
 Youths ranging from 18 to 29 years- 99% social
media users.
 Middle-aged individuals ranging from 30 to 39-
96%
 Individuals ranging from 40 to 49- 86%

Social Media Brief Cont.
 The high percentage of social media
users motivates Waterfords to exploit
social media as a marketing tool.
 Waterfords persuades its relatively
older customers ranging from 21- 45
years by using sugar-free iced water.
 Beverage brands are continually
using social media to attract and
retain their esteemed customers.

Social Media Brief Cont.
 In its marketing campaigns, Waterfords
designed a social media brief that would help
the brand attract new customers.
 The social media brief will involve an
animated cartoon where an athlete would
unrelentingly demand for Waterford’s new
Iced-Water.
 Marketing through the social media functions
by: creating awareness, reminding customers
about brands and informing customers about
changes (Glucksmann, 2017).

Social Media Platforms to Target
Markets
 In the current world, there are
hundreds of social media platforms
including Facebook, Twitter,
Whatsapp, Instagram, WeChat,
Tumblr, Telegram, QQ, QZone,
Pinterest, Skype and Viber.
 However, only a few of these
platforms (i.e Facebook, Twitter,
Youtube, Pinterest and Instagram are
used for brand marketing.

Social Media Platforms to Future
Markets Cont.
 According to Huang (2019), most
beverage companies flourish due to the
efficiency of social media engagement
marketing strategies.
 Waterfords engages its customers by
the use of Facebook and its website only.
 Facebook, Twitter, Instagram and
Pinterest are the social media platforms
used by the companies to reach their
current markets.

Social Media Platforms to Target
Markets Cont.
 Initially, Waterfords seldom utilized social
media engagement as a marketing strategy.
 The respective natures of the brand’s target
markets and products did not necessitate the
use of social media by the brand.
 However, the ground is shifting. Waterford is
likely to increase its social media activity.
 Due to technical inefficiencies, some social
media platforms such as Whatsapp are
hardly used by Waterfords as a social
engagement tool.

Social Media Engagement Plan for 6
Months
 Social media engagement plans are
prepared basing in regards to time.
 There are three types of plans namely:
Long-term, medium-term and short-
term terms (Anesbury, 2017).
 Within a short-term plan of six
months, Waterford will aim at
diversifying its social media platforms.

Social Media Engagement Plan for 6
Months
 The brand will aim at boosting its
social media engagement by
including Twitter and LinkedIn.
 Waterfords will attempt reminding
their prospective customers that
their iced water consists of natural
water and only five percent of fruit
juice.
 Waterford will also stress that its
products are sugar-free and thus

Monitoring and Review Process
 The respective functionality of the
various social media platforms is
instrumental.
 Facebook’s effectiveness is measured
from the number of likes and comments
it attracts from the customers.
 According to Nisar and Whithead
(2016), Facebook likes and comments
may mean customer loyalty and
commitment to the brand.

Monitoring and Evaluation Cont.
 Twitter’s effectiveness is measured
through the number of likes, retweets
and reactions.
 In the long-run, the effectiveness of
social media engagement strategies is
measured from the frequency of
response and feedback from
customers as well as the number of
followers in brand’s social media
accounts.

References
Anesbury, Z.; Winchester, M.; Kennedy, R. Brand user profiles seldom
change and seldom differ. Marketing Letters, 2017, 28(4), 523-535.
Glucksman, M. The rise of social media influencer marketing on lifestyle
branding: A case study of Lucie Fink. Elon Journal of Undergraduate
Research in Communications, 2017, 8(2), 77-87.
Huang, G. Variation matters: How to curb ad intrusiveness for native
advertising on Facebook, Twitter, and Instagram. Internet Research,
2019.
Irp-cdn.multiscreensite.com. 2019 [online] Available at: https://irp-
cdn.multiscreensite.com/535ef142/files/uploaded/Sensis-Social-Media-
Report-2017.pdf [Accessed 20 Sep. 2019].
Nisar, T. M.; Whitehead, C. Brand interactions and social media:
Enhancing user loyalty through social networking sites. Computers in
Human Behavior, 2016, 62, 743-753.
Thank You!