IMC 641 Social Media Plan for Fish With Kyle Flyfishing Guide Service


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Final project for IMC 641 designing a social media marketing plan for Kyle Burrell, fly fishing guide in Atlanta, GA and Pinedale, WY. There are many things in social media that can be quantified: followers, likes, fans, retweets, comments, click-through rates, referrals to the FWK website, traffic coming from targeted geographic, etc. It is finding the correct mix of these items that allow for measurement of how to leverage word-of-mouth to drive brand credibility, and, ultimately new clients.

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IMC 641 Social Media Plan for Fish With Kyle Flyfishing Guide Service

  1. 1. Running Head: TACTICAL SOCIAL MEDIA MARKETING PLAN FOR FISH WITH KYLE 1 Social Media Plan for Fish with Kyle Stephanie B. Marchant West Virginia University
  2. 2. TACTICAL SOCIAL MEDIA MARKETING PLAN FOR FISH WITH KYLE 2 Marketing Summary Fish with Kyle (FWK) is a fly fishing guide service owned and operated by Kyle Burrell (Burrell). Most of the business is generated by repeat clients and their satisfied word of mouth promotion. No other form of marketing existed until 2011 when a website - was added to the mix. The website is attractive and features pertinent information about Burrell. His educational background and history as a guide present him as a formidable resource for someone who would want to try fly fishing for the first time and, from there, become a repeat client. There is a calendar of availability on the site which is useful in determining when a client could go fishing. Photos of happy clients are posted which allows visitors to identify with the experience and the potential of catching beautiful trout. A Facebook page was created not long after the website. However, this is the extent of the marketing efforts behind the brand. There is not much consistent activity or management of the page. Photographs are occasionally posted but not arranged into any semblance of order. The page has 101 “Likes” and has “Liked” a few related pages on Facebook but there is relatively no interaction within the Facebook platform. This would be an area to expand upon. With over 143 billion Facebook users in the United States, the potential to capture new clients through this channel – even in the seemingly small pool of fly fishers – is tremendous. (Eridon, 2012) FWK, nor its principal, Burrell, do not have a profile established on LinkedIn. Many of its fly fishing contemporaries around the country have profiles and promote their business through occasional updates through the site. LinkedIn is considered the
  3. 3. TACTICAL SOCIAL MEDIA MARKETING PLAN FOR FISH WITH KYLE 3 world's largest audience of influential, affluent professionals in one place. Fly fishing enthusiasts are usually financially comfortable and supportive of people within the community. In addition to attracting new clients, having a presence on LinkedIn would allow FWK to promote its involvement in many charitable causes and potentially led to additional financial contributions from followers. There is also no presence on Twitter. Twitter is a forum that could easily be employed to maintain a social dialogue with fans of FWK. It is important to create and contribute to conversations on social networks to capture and keep followers. (DeMarco, 2010) This is where a company can listen to their clients long after the personal interchange has passed. If the client is happy and they tweet about it, respond immediately with appreciation. If the client is displeased, respond with action to resolve the discord. Clients will become brand advocates the more a company motivates them to do so. The addition of a blog would round out the initial embrace of social media channels. A blog would give FWK a dedicated space to post about news and updates regarding the company. Unlike a website, a blog post can get news out to followers right away. Blog posts are a great source of content to keep the social media engine running and an excellent opportunity for Burrell to write about important topics concerning the fly fishing community. This presents FWK and Burrell as engaged within the community and could result in potential speaking engagements, interview opportunities, and additional relationships with vendors within the fly fishing industry.
  4. 4. TACTICAL SOCIAL MEDIA MARKETING PLAN FOR FISH WITH KYLE 4 SWOT Analysis Helpful To achieving the objective Harmful To achieving the objective Internal Origin Attributes of the organization Strengths Well known as expert fishing guide Likeable Patient Knows where fish are and which flies to use Weaknesses Part of guide service so shares in volume of trips Guide service he works for is mismanaged Spends summers in Wyoming External Origin Attributes of the environment Opportunities Increase brand awareness so clients call directly Utilize social media to expand reach Threats Resistance from guides Need to embrace social media more The popularity of social media and free flow of information has enabled and encouraged consumers to obtain information from each other, which they view as more trustworthy than the information they receive from companies trying to sell them products in the first place. (Li & Bernoff, 2011) FWK clients are talking about their experience. FWK should be participating in the conversation.
  5. 5. TACTICAL SOCIAL MEDIA MARKETING PLAN FOR FISH WITH KYLE 5 Social Media Objectives  Brand FWK as an expert fly fishing guide service by creating social media profiles (LinkedIn, Twitter, and WordPress) that will be updated weekly for six months. Implement a monthly email newsletter to distribute to clients and fans. It is reported that 78% of consumers trust peer recommendations. (Qualman, 2012) Therefore, employing a social media plan to expand the reach of FWK to allow clients to provide feedback on their experience is recommended. Social media profiles will be created to offer clients forum to not only comment but share with like-minded future clients. Content will be added weekly to these forums to maintain consistency and reinforce the reliability and expertise of Burrell.  Increase followers on social media channels (Facebook, Twitter, LinkedIn, FWK website, and blog) by 15% in six months. The fly fishing community is very loyal. In addition to providing a forum for feedback, increasing followers for FWK through these social media channels would be accomplished by encouraging clients to become brand ambassadors.  Become active on social bookmarking and news sites (Tumblr, Delicious, Reddit, Digg, and StumbleUpon) by sharing at least two articles per day over a six month period. Content would be pushed to other social bookmarking and news sites. Social networks aren’t only limited to content, they also allow people to find and share events related to their interests. Potential customers could be reached by sharing relevant events to people who may or may not have discovered it on their own.
  6. 6. TACTICAL SOCIAL MEDIA MARKETING PLAN FOR FISH WITH KYLE 6 Target Audience The target audience for Fish with Kyle (FWK) consists of beginner and experienced fly fishermen and women. These anglers enjoy fishing in both saltwater and freshwater, and catching everything from trout, bass and pan fish to salmon, bluefish, and steelhead. (Reader Demographics, 2014) The profile of the average angler is 53.4 years old, homeowner and married. They tend to have the discretionary income that allow them to pursue their sport and purchase the necessary equipment -- such as rods, reels, fly line, flies and fly typing kits, as well as apparel. In addition, these individuals tend to travel and enjoy other outdoors sports as well as appreciate wildlife and the environment. (The Outdoor Foundation, 2013) Forty-seven million Americans participated in fishing in 2012, a disproportionately high number of new participants in 2012 were female. Fly fishing participation grew in
  7. 7. TACTICAL SOCIAL MEDIA MARKETING PLAN FOR FISH WITH KYLE 7 2012 to 6.0 million participants from 5.7 million participants the year before. Much of the participation growth was driven by first-time participants who made up 20.5 percent of all fly fishing participants, up from 14.4 percent in 2011. (Recreational Boating & Fishing Foundation, 2014) Women are one of the fastest growing demographics in the world of fly fishing and the companies that fuel the industry have noticed. (Kryzinski, 2013) Females represent more than 46 percent of those interested in trying fishing. (Recreational Boating & Fishing Foundation, 2014) This audience is vastly underserved as a target and females between the ages of 45 – 49 would be the primary focus of a social media campaign. A secondary audience would be men between the ages of 50 – 64. The market may still be male-dominated, but watch these numbers change in the coming years; more ladies will be hitting the water as they are introduced to the sport.  Primary Audience: Women between the ages of 45 and 49.  Secondary Audience: Men between the ages of 50 and 64.
  8. 8. TACTICAL SOCIAL MEDIA MARKETING PLAN FOR FISH WITH KYLE 8 Strategy While the marketing efforts of FWK are limited to repeat clients, the relationship with them remains one-sided. Clients call when they are ready to fish. They could be nurtured throughout the year through the use of social media. Overall the recommendation is to shift away from a one-way conversation to a two-way dialogue built on influence and recommendations. Today’s social media marketing means that a simple engagement with one consumer could potentially have global impact. As Erik Qualman states in his book, Socialnomics, “We don’t have a choice on whether we DO social media, the question is how we DO it.” According to Social Media Today, 71 percent of women are active on social media and responsible for 62 percent of shares on Facebook. They are more prone to seek out the social page of a brand and 70 percent of referrals are generated from pins on Pinterest. (Kinsey, 2013) Sixty percent of consumers say the integration of social media is a motivating factor in doing business with and sharing the brand. (Digital Insights, 2013) The key to growing fly fishing followers is to introduce more people to the sport. Once this is accomplished, brand ambassadors are established. By taking advantage of popular social media outlets such as Facebook, Twitter LinkedIn, and YouTube, Fish with Kyle (FWK) will be able to create deeper connections with existing and potential clients in its primary target demographic – females between the ages of 45 and 49 – as well as its secondary audience – men between the ages of 50 and 64.
  9. 9. TACTICAL SOCIAL MEDIA MARKETING PLAN FOR FISH WITH KYLE 9 Fly fishing takes people to beautiful places, in clean water, and they connect with the natural world in a way that is magical. There is an explosion of interest among women that has taken off in the last few years. (Angling Trade, 2012) Women are the routers and amplifiers of the social web. Women are thought to be more social, more interested in relationships and connections, better at multi-tasking, and able to maintain more relationships within every ring of closeness than men. (Holland, 2014) Women represent the majority of the online market and more likely to pass along information about deals or finds to others. (Kinsey, 2013) Knowing that is important to build and encourage social network effects. More female users will likely help the brand awareness of FWK mature faster. Facebook is one of the more popular social media platforms available to small businesses, especially when it comes to reaching the female audience. The number of Facebook users over the age of 45 has increased by 45 percent since 2012. A majority of these users are female. (Fitzgerald, 2012) Posting content regularly is an important part of using this platform to develop and maintain a presence for FWK. By contrast, Twitter users are primarily male and especially loyal. (Digital Insights, 2013) This platform would be used to drive conversations in real time with clients and prospects. Tweeting photos of clients and river updates would keep prospects engaged. Offers for last minute fishing opportunities and promotional offers would be an easy way to gain followers. LinkedIn users are also primarily male, but the platform allows FWK to push its messages through to an audience who may not be on Facebook or Twitter. (Digital Insights, 2013) The typical male angler is more affluent and connected to similar
  10. 10. TACTICAL SOCIAL MEDIA MARKETING PLAN FOR FISH WITH KYLE 10 individuals. Having endorsements from past clients demonstrates credibility for FWK. From there is the potential to reach influencers beyond FWK’s normal circle of influence through second or third degree connections. LinkedIn provides the opportunity to start and nurture conversations with clients and prospects, create leads, and promote other social media channels and initiatives. FWK has an existing website that could be promoted more by driving visitors to it from Facebook and Twitter. Adding a blog and YouTube account to the website is recommended. Brand advocates are looking for businesses to provide a consistent stream of valuable content. Adding clients and prospects to a database for monthly email newsletters wraps up these social media efforts into a complete package. Providing links to Facebook, Twitter, LinkedIn, YouTube, FWK blog, and the FWK website ensure that the recipients can find FWK wherever they want to look. Executing a social media plan involves a commitment to developing quality content and being consistent with sharing it. The biggest challenge for FWK will be managing this process. There are social media management tools, such as Hoot Suite, that could be employed to distribute messages in a regular schedule. A regular communication strategy will ensure that followers of FWK will keep returning to its social media platforms to read updates, view photos and videos, and stay engaged. There is a tremendous opportunity for FWK to capture huge market share with the female fly fishing audience through the use of social media. These advocates can help promote FWK through these collaborative social media conversations.
  11. 11. TACTICAL SOCIAL MEDIA MARKETING PLAN FOR FISH WITH KYLE 11 Social media will help raise brand awareness and help position Fish with Kyle (FWK) as a recognizable name in the fly fishing community. Sharing valuable content will help FWK connect with its target audience and engage with them. The opportunity also exists to connect to key journalists and bloggers in the fly fishing industry to achieve maximum publicity. (Williams, 2014)
  12. 12. TACTICAL SOCIAL MEDIA MARKETING PLAN FOR FISH WITH KYLE 12 Channels Social Networks Social networks offer a rich platform for business purposes allowing FWK to share unlimited content, including images and videos. Facebook Recommendations:  Share articles / blog posts / expertise  Start discussions and ask questions to encourage interaction  Create surveys to encourage participation from visitors  Share positive product reviews / client testimonials  Generic news – what’s happening in the office, the weather  Share a mix of relevant links, engaging content, photos, and videos  Promote fishing availability and upcoming events using the events tab  Post a minimum of three posts per week LinkedIn Recommendations:  Create a LinkedIn profile and making connections within the fly fishing community  Create an FWK group; join similar groups  Engage with connections and influencers  Post a minimum of one post per week in FWK’s group  Post a minimum of two posts per week on FWK’s company page
  13. 13. TACTICAL SOCIAL MEDIA MARKETING PLAN FOR FISH WITH KYLE 13 Blog (WordPress) Blogs form the backbone to most businesses social content. They provide the perfect opportunity to share relevant and well optimized content to attract people to the FWK website. Blog Recommendations:  Brand FWK as an expert fly fishing guide service by creating a blog and collecting followers  Encourage comments – ask the reader questions or for their opinion on the subject  Share with social media audience  Encourage engagement with posts about fishing conditions, client photos, and articles of interest  Tie blog posts into other social media platforms connecting accounts  Post a minimum of three entries per week during off season to create and maintain interest of followers  Post a minimum of one entry per week during busy season, more as time permits Microblogging (Twitter) Twitter is a ‘microblogging’ platform which allows users to post short messages and converse with other users. Unlike email or text messaging, these conversations take place in the open and engage audiences in discussions about services, products, issues, the company and brand – connecting a vast amount of likeminded people in an often targeted and purposeful way. (Qualman, 2012)
  14. 14. TACTICAL SOCIAL MEDIA MARKETING PLAN FOR FISH WITH KYLE 14 Twitter Recommendations:  Build reputation for FWK and encourage followers  Share relevant articles / blog posts / expertise  Start discussions and ask questions to encourage interaction  Link to Facebook content / surveys / pictures / videos  Follow and participate in discussions with other related tweeters  Comment on tweets and re-tweet other posts to build community  Promote content through Twitter  Utilize promoted tweets  Listen to relevant conversations  Tweet at least three times a day Bookmarking / Tagging Social bookmarking is a way for Internet users to rank and store websites, blogs, articles, videos and other types of website content. When done properly, social bookmarking can be an efficient and cost-effective social media marketing tool to drive traffic to the FWK website and promote its fly fishing services. (Qualman, 2012) Social Bookmarking Recommendations:  Post items of interest to Tumblr, Delicious, Reddit, Digg, and StumbleUpon  Review blog sources to identify additional bookmarking sites that may drive traffic  Encourage referrals from other bookmarking / tagging sites to increase rank of FWK contributions  Post a minimum of three contributions per month
  15. 15. TACTICAL SOCIAL MEDIA MARKETING PLAN FOR FISH WITH KYLE 15 Social media can be used by FWK as an effective and measurable way to achieve consumer engagement and attract potential customers. Those who engage with what FWK is talking about will tell others which creates growing brand awareness by positive word of mouth. Hard selling is not effective on social media platforms; the objective is to get people interested and engaged by providing authentic, transparent and relevant information. (DeMarco, 2010) However, managing the workflow is very challenging. It is important to distribute content regularly through each social media channel to attract and retain interest. Having an editorial calendar to manage the process will serve as a road map for the months ahead to ensure FWK’s content is optimized to meet its business goals and targets the right audience. (Marketo, 2014)
  16. 16. Running Head: SOCIAL MEDIA PLAN FOR FISH WITH KYLE 16 Seasonal Tactical Social Media Marketing Plan for Fish with Kyle RAMP UP FISHING STARTS WYOMING SEASON FISHING ENDS March April – June July – September October – December WEBSITE Add Social Media Icons to website Update website as needed SOCIAL NETWORKS Facebook GOAL: 3 posts per week (12 posts per month) Actions Link to HootSuite Build following by offering promotion for “Likes” and “Shares” Topics Promote new social media channels Fishing reports Photos of clients Upcoming events and availability Promotional pricing offers Fly fishing in Wyoming Photos of clients Upcoming events and availability How to tie specific flies Book 2015 trips for discounts LinkedIn GOAL: 1 post per week in group (4 posts per month) and 2 posts per week on FWK page (8 posts per month) = 12 posts per month Actions Create profile on LinkedIn and link to HootSuite Seek out connections in community Topics Promote existence of FWK Fishing reports Fishing reports How to tie specific flies BLOG GOAL: 3 posts per week (12 posts per month) GOAL: 1 post per week (4 posts per month) GOAL: 3 posts per week (12 posts per month) Actions Create WordPress account and connect to HootSuite Provide insight into fly fishing in Atlanta Provide insight into fly fishing in Wyoming Topics Promote existence of FWK Fishing reports Favorite flies to use Stories of clients Fishing reports Favorite flies to use Stories of clients Favorite fly patterns How to tie specific flies Book 2015 trips for discounts TWITTER 3 tweets per day (21 per week) = 84 tweets per month Actions Create profile and link to HootSuite Build following by offering promotions for retweets Topics Promote existence of FWK Fishing reports Photos of clients Promotional pricing offers Fishing reports Photos of clients Promotional pricing offers Favorite fly patterns Book 2015 trips for discounts BOOK MARKING 1 entry per week (4 per month) Actions Create profiles and link to HootSuite Seek out content for topic Topics Promote existence of FWK Fly fishing outfitters Destinations for fly fishing Fly patterns Ownership Key: FWK Marketing Combination of FWK and Marketing
  17. 17. Running Head: SOCIAL MEDIA PLAN FOR FISH WITH KYLE 17 Measurement Social media is a channel, not an activity. The channel is difficult to measure, but the activity and content communicated can be. It starts with a plan. From there it is possible to determine how to measure the objectives for the social media plan recommended for FWK. The goal is to produce content that aligns with these objectives and audience and measuring results to determine the success of the overall campaign. The metrics that will be measured include:  Quantitative – Activity and Connections  Qualitative – Reach and Engagement  Return On Investment (ROI) – Conversions and Growth from Current Benchmark Quantitative Metrics These are the workhorse metrics – the numbers that show exactly what is happening, including posting, scheduling content, answering questions, and solving problems. These metrics are data-intensive and number-oriented and should be measured monthly to compare growth over the plan period to determine from where the growth is coming. (Yuki, 2013) Because branding is a primary objective, it is important to measure the number of posts, audience size, and the posting change rate to calculate the percentage of change based on the number of posts created in a given month. Comparing this to audience change rate will calculate the percentage of change in audience size. This will determine if an increase in posts leads to an increase in audience. (comScore, 2013) For FWK, this means tracking everyone who talks about FWK, the audience interests, geography, gender, activity, and content trends to see who the influencers are, who is positive or negative, and who is most active. This will determine the best angle for engaging them, identify the overlapping interests, and connections between audiences, brands, and campaigns; while uncovering untapped online communities of potential brand advocates.
  18. 18. SOCIAL MEDIA PLAN FOR FISH WITH KYLE 18 There are many things in social media that can be quantified: followers, likes, fans, retweets, comments, click-through rates, referrals to the FWK website, traffic coming from targeted geographic, etc. It is finding the correct mix of these items that allow for measurement of how to leverage word-of-mouth to drive brand credibility, and, ultimately new clients. (Evans, 2008) Quantitative Metrics: Post Rate, Response Rate, Website Traffic, and Number of Followers/Likes/Fans, Retweets/Shares, and Comments Qualitative Metrics Reach metrics are all about quantifying who is hearing the message and how the FWK brand is perceived. They determine how large the potential audience is, at what rate it’s increasing, and the sentiment surrounding FWK to define what the audience really thinks. Qualitative metrics have an emotional component to them and show how many people had a positive, neutral, or negative experience with the messages being communicated. (Yuki, 2013) Reach Metrics: Audience Growth Rate, Brand Awareness, Sentiment, Share of Conversation Engagement metrics focus on the effect the message is having on those who hear it — how engaged the FWK audience is, including how likely they are to spread the message and more. By dissecting these engagement metrics, it will be possible to determine what types of content resonate most with the FWK audience. (comScore, 2013) Engagement is more than just the total number of people liking posts, it is what drives action. By identifying the posts that generate the highest conversation rates, these topics can be used to guide future posts and tailor content to what the audience enjoys. The total number of conversations, mentions, and shares will create a more complete picture of how people are engaging with the content.
  19. 19. SOCIAL MEDIA PLAN FOR FISH WITH KYLE 19 Engagement Metrics: Conversation Rate, Amplification Rate, and Overall Engagement Rate ROI Metrics: In the world of social media, all roads should lead to ROI. Tracking the percentage of people converted from a prospect to a client through the social media platforms recommended will make it possible to measure the success of the campaign. The first step is to benchmark the current number of supporters on each of these channels. While it can be tempting to measure success simply on how many followers FWK has or how many comments received on its posts, the amount of likes and +1s are simply numbers; to gain insight into what these numbers represent, they must be interpreted in a meaningful way. (SocialBakers, 2014) There are a number of programs that can be used to report on social media conversions. Bottlenose is a vendor that offers integrated Facebook, Twitter, LinkedIn, Google Analytics and Analytics, where FWK can view likes, follows, and shares all in one place. (Bottlenose, 2014) The program makes it easy to understand which posts are working and the demographics of its fans, track how often its mentioned, re-tweeted, and followed, see how its content is being shared, what’s connecting with its target audience, what it needs to change and how to do it best. ROI Metrics: Audience Growth Rate and Conversion to Clients Every day, millions of consumers converse in online communities, discussion boards, blogs, and social networks. They turn to the Internet to share opinions, advice, grievances, and recommendations. It is important for FWK to listen, connect, and respond in a way that protects and promotes the brand as well as measure the interaction to make any adjustments to quantity or quality of conversations. It is crucial for benchmarking and tracking success over time.
  20. 20. SOCIAL MEDIA PLAN FOR FISH WITH KYLE 20 Fly fishing is roughly a $750 million dollar market in America. Local guide services totaled $95.5 million of the entire $750 million market. This means access is going to remain a critical issue in fly fishing. Guides are viewed as key gatekeepers for the sport. Guides and outfitters teach people to fish. The future of fishing depends on recruiting new anglers - in particular, the female audience. A $95 million dollar contribution to their local economies – a sustainable and renewable contribution – is a big deal. (Gasson, 2013)
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  22. 22. SOCIAL MEDIA PLAN FOR FISH WITH KYLE 22 Marketo. (2014, February 16). The Definitive Guide to Social Marketing. Retrieved from Marketo: Qualman, E. (2012). Socialnomics: How social media transforms the way we live and do business. Hoboken: Wiley. Reader Demographics. (2014, January 18). Retrieved from Trout Unlimited: Recreational Boating & Fishing Foundation. (2014, January 18). 2013 Special Report on Fishing and Boating. Retrieved from Take Me Fishing: valuations/2013SpecialReportFinalWEB.2013-06-26.pdf SocialBakers. (2014, February 28). Analytics. Retrieved from Social Bakers: Solis, B. (2007, June 11). The Social Media Manifesto. Retrieved from Brian Solis: The Motley Fool. (2013, May 6). Staples Survey Reveals Small Businesses Find Growing Value in Social Media. Retrieved from Daily Finance: growi/ The Outdoor Foundation. (2013, January 18). 2013 Outdoor Recreation Participation. Retrieved from Outdoor Foundation: Williams, D. (2014, February 15). Creating a Social Media Conversation Calendar. Retrieved from SproutContent: Media-Conversation-Calendar Yuki, T. (2013, November 18). Measuring What Matters in Social Media. Retrieved from ComScore: