Appendix: Daisy’s social media plan
Daisy’s is a local flower shop with a great reputation and a loyal customer base. The team is thinking of expanding by opening another store in a neighbouring town. They would also like their online sales to increase nationally.
The team starts by putting together a social media plan (see table A1 ), where they brainstorm about the purpose, projected achievements and outcome of the social media campaign, and identify their short- and long-term social media objectives. After completing this they put together a SWOT analysis to identify their strengths and weaknesses, and to find out where the opportunities and threats will come from (see table A2 ). Finally, they complete the content plan (see table A3 ), which gives them an idea of what their social media campaign will be focusing on. In this case, they will be using Facebook to create dialogue with their customers (mainly women aged 35 to 50) in the hope that they become cheerleaders for the brand.
Table A1:
What is the purpose?
educate our customers on flowers and grow our brand name online
create a dialogue to engage with our customers
What are our 12‐month social media objectives?
1000 likes and 1000 followers and continued customer reviews
understand what our customers want and value
be the number one choice for flowers online in the local area
page 1 of Google for local flowers
What will it achieve?
customers will get more from their bouquets
relationship building with us
What are our six‐month social media objectives?
create 500 likes and 500 followers
understand our customers’ desires
What is the outcome?
be seen as the expert in the flower field
understand our customers more
What are our three‐month social media objectives?
create 200 likes, 200 followers, customer feedback on our wall
create dialogue with our customers to find out their desires
Our target market is:
Measured by?
Owner:
Team:
Table A2:
Strengths
strong brand name in the local area
good online presence locally
great knowledgeable team
drive and enthusiasm
creativity
great delivery team with local knowledge
Weaknesses
only one location
not well known outside our location
Opportunities
broaden our brand to a larger geographical area
be seen as the experts in our field
open more stores
educate our customers to get the most from their purchase
generate repeat business
focus on ‘treat yourself everyday’ displays for more repeat business
Threats
other online and local florists
team could be poached by the competition
diminishing margin with cheaper competitors
Table A3:
What is your target market’s BIGGEST problem, need or desire?
flowers in a hurry
a bouquet that shows their feelings
they have forgotten an event and need to make it up to that person
a great-looking bouquet
delivery when they need it
Themes for the quarter
Valentine’s Day
Easter
love
continued flower care
quick care tips
Articles to write
looking after your bouquet
origins of Valentine’s Day
which flowers are in season during January, February and March
this year’s fashionable colours
quick tips on creating your own small bouquet
what the flowers you choose mean
which flowers to buy the man in your life
Useful videos
Search YouTube for:
– Valentine’s Day funny videos
– caring for your flowers.
Create a one-minute video on what we will be doing this Valentine’s Day.
Create a one-minute video on alternative gifts for Easter this year.
Off‐message questions
What is the funniest Valentine’s Day gift you have ever received?
Have you ever sent flowers too late?
Do you send Easter eggs to your loved ones?
How will you be celebrating Valentine’s Day?
How will you be celebrating Easter?
Useful websites
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