Social Media Marketing for Gold Gym - Business Plan Example

Introduction

Social media platforms allow people to be more linked than ever before, and the means available for presentation are transforming rapidly as new technological inventions come available. Online consumers are communicating and interacting in real time with almost every product brand in the world market being caught up in the discussions whether they are participating or not. Venturing in social media platforms means exposing your company and particular brand to the world stage and relinquishing control over how the brand message is spread (Evans, 2008).

Harnessing the internet social Web and social media platform to promote your product brand the in a way that you want it to be perceived by the consumers necessitates a well-structured plan to achieve long-term effects, but it is not complex. By utilizing clear evidential result based practices and choosing the social media strategies that best fits GOLD GYM goals (whether they cover brand building, building customer links, an integrated promotion or a continuing social media plan), the company outlines a social media marketing strategy plan that aims to improve and expand on the preexisting ones to drive the company’s online presence to guaranteed success (Tuten & Solomon, 2013). The expanded strategic plan will involve an aggressive campaign, introducing new customized features to improve GOLD GYM services awareness across the globe including a real-time internet map app that facilitates identification of the proximate GOLD GYM facility.

SWOT ANALYSIS

The SWOT analysis section analyzes in detail GOLD GYM strengths, weaknesses, opportunities and threats in a vibrant clustering that facilitate aligning the features with the company’s goals and objectives ("Golds Gym | The official website of Golds Gym UAE", 2016).

Strengths:

GOLD GYM has adequate social media campaign capital.

The presence of already established formal-looking social media brand pages in all dominating social sites.

GOLD GYM has a large and highly active fan base and followers who are aggressive

Dominance on leading social media networks related to the physical fitness industry.

Large market coverage or penetration

Providing contagious and compelling content

High volume and rate of comments, conversations, likes and shares on the company’s main sites.

Weaknesses:

Inactivity of some followers on social media sites

Fewer comments on some posts of the company

Reduced fan engagement

Lack of essential tools to track and monitor outcomes of social media campaign results

Opportunities:

Influential celebrities as page fans

Partnerships and Alliances with leading social media personalities

Emergence of new social media platforms and trends

Increase internet users

Utilizing a breaking news section to start an engagement forum

Connecting the company’s official web page with the social sites

High-quality services review comments

Threats:

High presence of competitors on social network sites

Presence of some negative reviews and comments

Presence of some dislikes on social sites

Aggressive campaigns by competitors

SOCIAL MEDIA STRATEGY GOAL

The overall goal of the strategy is focused on awareness increase and communication (increasing the GOLD GYM brand reach), classifiable in the following sections: To facilitate fostering an exceptional working relationship between GOLD GYM and the target and present audience. To help brand GOLD GYM as the best fitness servicers provider in the globe with high-tech training equipment and facilities ("Golds Gym | The official website of Golds Gym UAE", 2016). To develop the image of GOLD GYM as the ideal gym for professional athletes and ordinary citizens. To keep the audience up-to-date with GOLD GYM news and physical fitness competitions events. To build awareness of GOLD GYM and buzz by prompting more website hits, searches, e-mails and phone calls. To offer an appropriate, accessible platform for our followers to interact with the company and make inquiries, engage in conversation and make comments.

SOCIAL MEDIA STRATEGY

Each social media platform offers a unique opportunity to communicate the company’s brand to the global audience. The online profile design is often the first impression the company’s audience perceives hence it helps them in understanding the objectives of the brand. It is, therefore, essential to clearly illustrate the brand when designing the social platform interface. Character limitation in input boxes sometimes limits the description or volume of information. However, it is possible to draft short detailed massages that fall within the character limit (Zarrella, 2010).

Content Strategy

Facebook, LinkedIn, Twitter, YouTube and Google+ are among the fastest growing marketing avenues in the world. GOLD GYM will engage all the five platforms in a coordinative manner (interlinking) where all the information published on one platform will appear on all the other platforms. This is contrary to the present strategy where each platform account is operated independently. The content on each platform will be tailored to suit the audience of the platform. The content strategy is designed to transform automatically marketing from a cost-centered process to a result based process, where information on site traffic can be monitored in real time and used in marketing decision making (Tuten & Solomon, 2013). In integrating the social media plan in the company’s overall communication Strategy, the company will guarantee an efficient communication process where information is timely and relevant to client needs. Achieving the company’s social media plan goals will entail:

Sharing of the company’s services videos online through YouTube and the other platforms.

Reinforcing the company’s brand by stressing the company’s colors using customized design of basic social sites in the audience

Building and reinforcing online relationships with online marketing firms, gym equipment suppliers, and physical fitness bloggers. This is attainable by following, tweeting, retweeting, Liking, mentions, and Friending the respective organizations on their social accounts.

Increasing online engagement levels through monitoring, responding to customer inquiries by retweets, likes or (stipulated means of responses on the sites). Increasing exposure of social media accounts by asking the existing customer base to subscribe to the company’s accounts invite their family and peers (Zarrella, 2010).

TARGET MARKET DEVELOPMENT

Nowadays consumers are significantly more socially mobile than when demographic, geographic, gender, age, income and profession segmentation was adopted by marketers. As a result of the internet and social media, modern consumers more informed and influenced (Tuten & Solomon, 2013). They possess great access to varied choices, and all this is made possible by their smartphones.

Therefore, the basic method of pigeonholing and segmenting consumers into presumed and permanent characteristics is less significant today (Tuten & Solomon, 2013). Therefore, the new expanded GOLD GYM market segmentation will employ a psychographic and geographic technique in market segmentation. That is, the market is segmented by their attitude, behavior, and geographic location. The purpose of including geographic segmentation in the strategy is to facilitate the reach of information to everyone (Globally) since different geographic regions fall in different time zones and GOLD GYM is a global brand.

Psychographic segmentation

Physical fitness enthusiasts segment

Health fitness segment

The internet influencers segment

Geographic segmentation

United States region segment

Europe and the middle east segment

Asian segment

MARKETING TOOLS

The marketing tools in the strategy are blogs, Google+, Facebook, LinkedIn, Instagram. Currently, the company holds a Facebook and LinkedIn Accounts.

Social Blogs

Updating physical fitness bloggers and other internet influencers on regular basis about new products and information related to GOLD GYM

Sharing interactive fitness videos with the bloggers and other internet influencers (e-influencers)

Facebook

Fostering an exceptional working relationship between GOLD GYM and the target and present audience. Increasing the GOLD GYM brand reach.

Sharing a mix of relevant links, engaging physical fitness content and videos.

Promoting upcoming physical fitness events and through the events tab of Facebook

At least 15 posts per day

Engaging with internet influencers

LinkedIn

Fostering an exceptional working relationship between GOLD GYM and the target and present audience

Expanding the existing group membership

Informing the current membership to invite their peers to the group

Identifying other influential groups to follow and engage in conversations

Encouraging the GOLD GYM management staff participation

Monitoring and participating in Questions and Answers

15 posts daily

Google+

15 posts per day

Sharing engaging physical fitness content, images, videos, and relevant links

Commenting on posts

Utilizing Google Hangouts to increase reach

Creating and promoting upcoming events

Instagram

Encouraging existing followers to share the company’s photos and videos on the main website and Instagram profile.

Utilizing the like button to increase Account reach

METRICS OF MEASURING SUCCESS

Quantitative formula for measuring success:

Profit from new membership=P

Social Media Marketing Investment= M

Return on Investment= ROI

The Quantitative approach gives a proximate estimation of Return on Investment. The quantitative approach is more accurate since the strategic objective of the GOLD GYM social media marketing plan is quantitative (Powell, Groves, & Dimos, 2011). That is increasing the GOLD GYM brand reach (increasing customer base).

MONITORING TOOLS AND TECHNIQUES

The success of the social marketing plan will be measured by manual statistics. Additionally, Platforms like LinkedIn, Instagram and Facebook have analytics reports that can be tracked to evaluate success. Third-party services like AWStats, StatsCounter, and Radian6 will be used track reach of the company’s brand. The above website tracking tools are free (KS, Young, Lee, Ranjit, Young, & Ranjit, 2016).

Conclusion

Times when marketing used to involve a lot of capital input to achieve sensible, measurable and efficient product promotion. In the past, achieving an informed consumer base was challenging because of the limited media channels available. Advancement in Information Technology has significantly transformed the marketing sphere, creating a customer base with full authority over the buying determinations that they make every day. The GOLD social media marketing plan adapts and embraces new technologies and tactics to exploit the current and emerging market niche optimally.