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Sample Social Media Marketing Plan Summer 08


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Instructor: Becky Carroll ( Sample final project from UC San Diego Ext Marketing via New Media class, Summer 2008

Published in: Business, Health & Medicine
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Sample Social Media Marketing Plan Summer 08

  1. 1. New Media Project Copyright We ROCK 4 Kids! and UCSD Extension 2008 May not be used without permission
  2. 2. POST P eople O bjective S trategy T echnology
  3. 3. <ul><li>People </li></ul><ul><li>Target audience: Moms that are interested in their families’ health and well-being </li></ul><ul><li>Forrester’s Social Technographics Profile indicates: </li></ul><ul><ul><ul><li>Moms are less likely to be Creators, yet participate as Critics more than the rest of the population </li></ul></ul></ul><ul><ul><ul><li>Almost half are Joiners </li></ul></ul></ul><ul><ul><ul><li>Over half are Spectators </li></ul></ul></ul><ul><li>Data from Forrester Research Technographics ョ surveys, 2007. </li></ul><ul><li>For further details on the Social Technographics profile, </li></ul><ul><li>see </li></ul>
  4. 4. Objective To gain donations for the healthy snacks and building tracks program
  5. 5. Strategy Create an online community for moms that potential sponsors will want to market to.
  6. 6. <ul><li>Technology </li></ul><ul><li>A website where moms can meet in cyberspace with a </li></ul><ul><ul><ul><li>● Forum </li></ul></ul></ul><ul><ul><ul><li>● Polls </li></ul></ul></ul><ul><ul><ul><li>● Blog </li></ul></ul></ul><ul><ul><ul><li>● Photo/video gallery </li></ul></ul></ul><ul><ul><ul><li>● Calendar of events </li></ul></ul></ul><ul><ul><ul><li>● E-Newsletter </li></ul></ul></ul><ul><ul><ul><li>● Advocacy </li></ul></ul></ul>
  7. 7. <ul><li>Blog </li></ul><ul><li>What? </li></ul><ul><li>The blog will talk about food, cooking, health and fitness. </li></ul><ul><li>How? </li></ul><ul><li>Specialists will blog twice a week about health and fitness subjects. </li></ul><ul><li>Why? </li></ul><ul><li>Tips from specialists are valuable and will generate traffic to the website. </li></ul>
  8. 9. <ul><li>Web Forums </li></ul><ul><li>What? </li></ul><ul><li>Web application for holding discussions and posting user-generated content </li></ul><ul><li>How? </li></ul><ul><li>Moms can use it as a way to exchange information about their kids, asking questions and advices from others moms </li></ul><ul><li>Why? </li></ul><ul><li>It is an excellent tool to learn from another mom’s experience, to share concerns, to make a community and allow the mom’s help each other. </li></ul>
  9. 11. <ul><li>Calendar Events </li></ul><ul><li>What? </li></ul><ul><li>A guide to locating events. </li></ul><ul><li>How? </li></ul><ul><li>Disseminate dates and locations for future events on the website. </li></ul><ul><li>Why? </li></ul><ul><li>Increase participation. </li></ul>
  10. 13. <ul><li>e-Newsletter </li></ul><ul><li>What? </li></ul><ul><li>Publication delivered electronically via email about one main topic that is of interest to its subscribers </li></ul><ul><li>How? </li></ul><ul><li>We Rock 4 Kids selects one important topic per month and sendd the e-newsletter to moms and teachers </li></ul><ul><li>Why? </li></ul><ul><li>Share ideas and resources and receive expert advice. Space to promote sponsors and partners’ brands. </li></ul>
  11. 15. Polls What? ● A survey of public opinion from a particular sample How? ● Put a poll on the first page of the website with a specific topic. e.g. First Poll : What would you like to name our mom’s community? Second Poll : What is your child’s favorite snack? Third Poll : How many hours do you exercise with your children? Why? ● Moms are great critics and polls are a way for them to have input.
  12. 17. Photo/Video Gallery What? ● Special section for photos and videos How? ● Post “Before and After” pictures of the tracks. Post pictures with children playing and having fun on the tracks. Why? ● A picture is worth a thousands of words.
  13. 19. Advocacy What? ● Members can check useful information of government and local civic groups How? ● New topics are updated and displayed on the site. Put links to city and school websites providing users with current regulations and policies regarding children’s health. Why? ● A wide range of information support will help the activity
  14. 20. The California Food Guide is a collaborative project between the California Department of Health Care Services, California Department of Public Health, and the Inter Agency Nutrition Coordinating Council. California Project LEAN (Leaders Encouraging Activity and Nutrition) (CPL) is a joint program of the California Department of Health Services and the Public Health Institute focusing on youth empowerment, policy and environmental change strategies, and community-based solutions.. DHCS’ mission is to preserve and improve the health status of all Californians.  DHCS works closely with health care professionals, county governments and health plans to provide a health care safety net for California’s low-income and persons with disabilities.  
  15. 21. ● Display ads in Family Magazine. ● Pitch story idea to Family Magazine for feature article. ● Submit news releases to the business and health sections of local print media: The Reader, San Diego Union Tribune,City Beat,San Diego Magazine… ● List events in calendar sections of social media:,, and ● Contact local PTA groups. ● Participate in local sport activities. How to generate traffic?
  16. 24. Associated Costs ● Website development and maintenance ● Video production and editing ● Advertising/promotion ● Executive training
  17. 25. <ul><li>CONCLUSION </li></ul><ul><li>First listen. </li></ul><ul><li>Start small, but plan for a larger presence. </li></ul><ul><li>Reach out to your most active customers. </li></ul><ul><li>Plan to drive traffic to your community. </li></ul><ul><li>Let your customers lead you. </li></ul>