Shandong Haohai Dredging Equipment Company produces dredging equipment and other products. They want to expand their social media presence to increase international connections and sales. A proposed plan includes creating a Facebook page, posting twice weekly on social media, and gaining 100 followers on Twitter and LinkedIn by June 2017. Metrics like followers, engagement, and click-through rates will track progress. A budget of $120,000 includes hiring a social media manager to implement tactics like paid advertising, responding to users, and generating engaging visual content.

1. Shandong Haohai Dredging Equipment
Company., Ltd (HID)
Submitted by: Keith Sant, Rebecca Hanson, Brennan Arnold, Bella Wang (Jia), and Maddie Pattin

2. What is Shandong Haohai Dredging Equipment Company
Ltd. (HID)?
“Shandong Haohai Dredging Equipment Co. Ltd. is located in the Economic Development Area of Qingzhou City, Shandong
Province, a professional and innovative scientific research base established by Qingzhou Yongsheng Dredging Machinery
Co. Ltd. The major breakthrough products we have researched and produced are as follows: Dredging Equipment, De-
silting Boat, Environmentally Friendly dredger, City Sludge Cleaning Equipment, Sludge Solidification Equipment, Salt
Mining Equipment, etc. Many of our products lead in dredging technology globally. With gaining a number of patents, we are
the same industry leading enterprise at home, and also a pioneer in leading the dredging industry to upgrade its technology.
Mission: We are committed to meeting customer’s unique demands and developing first-class innovative products. We
hope to work with customers to develop products and provide solutions to solve their special problems. In the cultivation of
customer relations we are working towards creating a world-famous brand.

3. Overview
This project looks at the company Shandong Haohai Dredging Equipment
Company (HID). We will form a social media strategy for them.
Though the company has a website, LinkedIn, and Twitter we hope to give advice
to better utilize these tools.

4. SWOT Analysis
Strengths
- 27 years of innovation and growth.
- Bi-lingual and market to many countries in
multiple languages.
- Lower cost than American companies.
Weaknesses
- Stigma associated with “Made in
China”
- Shipping costs
- Lack of social media presence
Opportunities
- Moving into additional countries and
territories
- Expanding customer base through use of
social media
- Decrease the marketing campaign costs
Threats
- A lot of American companies already
exist (stiff competition)
- Stigma associated with “Made in China”
- Environmental repercussions

5. Social Media Goal & Objectives
To expand their social media presence and increase two-way communication in
order to improve international connections and increase sales volume.
-Create a Facebook profile by June 1st, 2017.
-Post company news and product news on social media at least twice a week.
-Gain 100 followers on company Twitter and Linkedin by June 1st, 2017.

6. How will HID do this?
-Bella is our main contact for the company. She can implement the suggestions
we make as a group.
-Possible tools available to use are LinkedIn, Twitter and company website.
-Make connections with past customers and potential customers will promote
the company's products.
-Consistently posting relevant information

7. Platforms
-Social media platforms that are available to use are Facebook, Twitter, LinkedIn,
Instagram,Youtube, Blogs, and a company website.
-The company website should be up to date with information, is visually appealing
and has links to other social media pages.
-The best tools to use would be LinkedIn
-Twitter can be synced up with LinkedIn so that posts on LinkedIn can be seen on
twitter.
-Youtube could be used to demonstrate innovations and new products.

8. Target Groups
-Contractors purchasing boats and other dredging equipment
-Government officials that make decisions on job bids
-People interested in the dredging process, and others currently in the industry.
-Linkedin is the main site these groups use
-Facebook will be a secondary means

9. Resources
-An experienced social media marketing strategist should be hired to manage the
company’s online platforms
-Ideally this person would be bilingual and have strong leadership skills
- Bella works at this company and she is currently in charge of managing their
LinkedIn page as well as their Twitter account.
-Upon adoption of our social media plan she will continue to manage their social
media platforms and expand the use of all platforms
-Additionally, resources need to be allocated for translators to keep our social
media campaigns consistent in all languages and countries this company wishes
to maintain an online presence in

10. Current Social Media
-Twitter
Two posts per week on average, account created in January
-Linkedin
One post every other week, had Linkedin since 2015
-Want to add facebook
-Want to add YouTube

11. Tools & Tactics
-YouTube
-Facebook
-LinkedIn
-Twitter

12. How?
-Posts will be generated on a weekly basis
-Continuously monitoring tweets and industry news
-Facbook and Google advertising
-Responding to questions and concerns in a timely manner

13. Budget
- Total annual budget estimate $120,000
- Average pay for a social media manager is $47,000
- Facebook and Google advertisement $20,000
- Video and Photography $6,000

14. Goal & Objectives Metrics
KPI for our goal will be the metrics in the following objectives:
-Create a Facebook profile by June 1st, 2017
Bella as the social media representative will create a Facebook page.
-Post company news and product news on social media at least twice a week
We will check at the end of the week to confirm the consistent post.
-Gain 100 followers on company Twitter and LinkedIn by June 1st, 2017
We will collect Twitter, LinkedIn, Facebook data and conduct analysis to see
how effective is our social media plan.

15. Data/KPI
Twitter
-Twitter followers over time
-Reaches and posts graphics
-Monitor the latest tweets
Linkedin
-Post Performance
-Page reach
-Engagement Rate
Facebook
-Engagement users
-Click through rate

16. Generating Traffic & Specifics
Make sure to include hashtags before post.
Use more visual content for more engagement.
Use short and concise updates.