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Assignment 2: Social Media Marketing Plan: Part BContinue with the same business that you started creating your social media marketing plan to write the second chapter of your plan.Create a three (3) page paper in which you:Create your SMART objectives for your social media marketing plan. Discuss why you created your particular objectives.Conduct a SWOT Analysis on your business. Identify 4 Strengths, 4 Weaknesses, 4 Opportunities, and 4 Threats. Discuss why you identified each as you did. Conduct a needs analysis based upon your SWOT Analysis, paying close attention to their social media marketing needs.Create three strategies to integrate your consumers voice into your social media strategy. How will you respond to consumers, utilize consumer feedback, and utilize consumer ideas given via social media platforms.Discuss how you will engage your target market utilizing the Third Wing of the Dragonfly Effect. Using pg. 80 in the Dragonfly Effect text, decide upon two to three (2-3) characteristics of an engaging campaign and discuss how you will use them and why you chose them.Explain the types of content the brand can create to match the business’s specific target markets interests.Create a brand evangelist program to both engage and reward the loyal and active brand consumers and advocates. Spell out specific policies and promotions you may run to engage the active consumers and reward them.Go to https://research.strayer.edu to locate at least three (3) quality academic resources in this assignment. (Note: Wikipedia and other websites do not qualify as academic resources.) griggs_trisha_social_media_marketing_plan_part_a.docx Unformatted Attachment Preview Social Media Marketing Plan Part A Trisha Griggs MKT478: Social Media Marketing Professor Burford May 1, 2020 For this assignment, we are prompted to choose a company that offers services and come up with a social media-marketing plan. I choose Express Logistics services. It is a logistic service provider to oil marketing industries. Express Logistics Services Company Overview Our Services The Company is a downstream-calculated specialist organization logistics services provider to the oil and gas producers in the country. The Company gives a one-stop answer for all these companies. With a fleet of 20 big haulers, and condition of craftsmanship framework, our company provides the organizations with the delivery services for their oil products. The company ensures that the distribution is done efficiently by ensuring that there is proper documentation and online tracking. Also, at this point it is critical to note that the freight transport industry is quite fragmented. It is classified in three categories, which are small freight operators, medium fleet operators and large fleet operators (1). Market definition The company is a third party organization that deals with coordination. The market incorporates the private producers of oil and gas. The potential lies in interfacing the companies to the dispersion system and we work to connect them. The interest is determined in the nature of the utilization of the products by the end users. Most times the oil-marketing corporations go into long haul contracts with Logistics Company’s that add 24 – 36 months before they can deliver their products to their customers. Target market The target market as discussed earlier is the Oil marketing corporations that need the services of the logistics company. Currently, it is estimated that the workforce is about 145,000 and the estimated job growth rate is about 1.2\%. The Revenue by the close of 2019 was $ 300 Billion. There are around 9000 independent oil and gas producers spread across 33 states in the United States. We are targeting these companies (2). Organizational Structure Our organization follows a Front End Organizational Structure. In this sort of structure, the front part consists of the customer relationship management while the end part consists of the ERP framework that has procurement and our main focus. This sort of structure gives us both adaptability of the small ventures and asset capacity of huge venture, since it reflects Client driven hierarchical structure. Social Media Platform Globally, organizations are constantly looking for inventive approaches to win over customers. Before the internet became what it is today, TV and print publicizing were relied upon as the main mode of advertising and marketing. However, currently the social media has taken over and changed the way companies’ source for their potential customers. It provides another grid when it comes to personal connections and most companies have joined the trend so as to tap in to the numerous opportunities that are offered by these platforms (3). There are a number of platforms which include: ❖ Website The company will have a website in place since majority of people still use the search engine to look for companies that are providing a specific service. Therefore, the company will ensure that we have our website site that is updated on a regular basis. ❖ Facebook Market Place It came into existence in the last quarter of 2016, Facebook Marketplace is another Facebook highlight where it shows things pertinent to the relevant users and was developed after the platform realized that many users were using it as a forum to sell and purchase their goods. The statistics stand at 450 million users. Therefore, its main aim is to make convenient connections between buyers and sellers. ❖ YouTube The platform will be quite helpful since the company can use as a platform to tell the story of our company in a more convenient and interesting way. This is made possible through the use of videos that are more educative and can help pull a good number of potential clients. ❖ Linked in and Twitter These are important because they will help the company to engage in a more relevant, helpful, and personalized customer conversations in large scale. Main Goal Our main goal is to ensure that the brand image of the company is more appealing while at the same time increasing the target market because the new technologies have brought about an effective way of more personalized and targeted communications. Micro Goals These refer to the smaller goals that are fundamentally the different numbers that one can count up from your contribution in various online life outlets. They can be tracked and counted after some time and they give you a solid measure of our connections with buyers and how those connections are changing over the long haul. In our case the three micro goals are: 1. Recognition – we want to gain over 85\% recognition within the first quarter. This is an important micro goal because it goes a long way in revealing how consumers are differentiating the services from the competitor’s and how this is informing their decision to seek the services of the company. This will give a clear picture of the expected repeated purchases and helps the company to monitor the market share. 2. Lead generation- to have generated 70\% leads within the first quarter. This is quite important because it helps the company to create an enormous traffic that will go a long way in getting more sales and also finding the right clients for the Company. 3. Sales- to have made 50\% sales within the first quarter. This is the main objective of the marketing plans is to get sales that will ensure that the company is moving forward. This is what tells us if the company is meeting its overall objectives (4). Our company will be using both the push and pull strategy that is aimed towards ensuring that the company can create an ongoing relationship with the customers. On the other hand, the push strategy is aimed at ensuring that the services are shown to the client and then they make a purchase. However, it is important to note that both are important because they play a key role in ensuring that the clients are well informed and as a result seek the services. To achieve the main goal of this strategies our company will ensure that we use the analytics tools at our disposal in understanding what works and what doesn’t (5). References 1. Hoyer, W., MacInnis, D., & Pieters, R. (2018). Consumer Behavior Seventh Edition. Boston, MA: Cengage Learning. 2. IPAA (2020). Independent Petroleum Association of America retrieved from https://www.ipaa.org/independent-producers/ 3. Thackeray, R., Neiger, B. L., Hanson, C. L., & McKenzie, J. F. (2008). Enhancing promotional strategies within social marketing programs: use of Web 2.0 social media. Health promotion practice, 9(4), 338-343. 4. Grishchenko, O. V., Kireev, V. S., Dubrova, L. I., Yanenko, M. B., & Vakulenko, R. Y. (2016). Organization, planning and control of marketing logistics. International Journal of Economics and Financial Issues, 6(8S). 5. Tao, T., & Shi, X. (2018). Logistic Supply and Demand Analysis on Online Shopping of Double Eleven Day. In CICTP 2017: Transportation Reform and Change—Equity, Inclusiveness, Sharing, and Innovation (pp. 1453-1459). Reston, VA: American Society of Civil Engineers. ... Purchase answer to see full attachment