Social Media Strategy Plan for Tacoma Maritime Fest
•
2 likes•667 views
This project plan was created for educational purposes for University Washington Tacoma's TMKTG 490-Social Media Strategy and Analytics class.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (20)
Similar to Social Media Strategy Plan for Tacoma Maritime Fest
Similar to Social Media Strategy Plan for Tacoma Maritime Fest (20)
Recently uploaded
Recently uploaded (20)
Social Media Strategy Plan for Tacoma Maritime Fest
- 1. Social Media Marketing Strategy Tacoma Maritime Fest Event
- 3. 1.
- 4. “Tacoma Maritime Fest is the only community festival that celebrates Tacoma’s rich maritime heritage. The festival aims to engage the local communities and youth with the waterfront, and encourages participation in the numerous activities, crafts, and trades that embody Tacoma’s maritime culture.”
- 5. 2. “To increase attendance and help define this festival as a signature annual waterfront event”
- 6. 3.
- 7. Steps to Define Social Media Goals ➔Audit of existing social media presence ◆ Facebook has 647 likes ◆ Twitter has 230 followers ◆ Instagram has 712 followers ◆ Engagement rate is 0%
- 8. Steps to Define Social Media Goals ➔Competitive Market Analysis (SWOT) ◆ Established presence in top social media platforms ◆ Low involvement with followers ◆ Create a strong loyal community ◆ Mediocre engagement among social media followers
- 9. Steps to Define Social Media Goals ➔Target Group and Audience Personas ◆ Families with school-aged children ◆ Spend time together, Active, Appreciate learning ◆ Facebook: Mothers, Fathers, Aunts, Uncles and Grandparents ◆ Twitter & Instagram: Young teenagers to young adults
- 10. Steps to Define Social Media Goals ➔Target Group’s Preferred Social Media Platforms
- 11. Steps to Define Social Media Goals ➔Selected Platforms
- 12. “More broadly advertise the Tacoma Maritime Fest to accomplish the business goals” 3.
- 13. Five Main Social Media Goals 1. Increase attendance by 30% 2. Create and cultivate community awareness year round 3. Strengthen the waterfront business community 4. Increase vendor participation by 10% 5. Increase follower engagement
- 14. For Distinct 4 Annual Phases ➔ Content Strategy ➔ Individual Tactics 4.
- 15. Content Strategy: Four Annual Phases Phase 1: Keep Connected (September-March) Phase 2: Creating Buzz (April-July) Phase 3: Maritime Fest (Event Weekend) Phase 4: Recapture (July-August)
- 16. Strategies (Tactics) to Keep Connected (Phase 1) ➔Update and unify social media presence across platforms ➔Post primarily on Facebook and Twitter
- 17. Strategies (Tactics) to Create Buzz (Phase 2) ➔Increase posts on Facebook and Twitter ➔Connect with local businesses and other family oriented organizations within target audience ➔Begin Instagram posts ➔Post weekly intermediate contests & winners
- 18. Strategies (Tactics) during Event (Phase 3) ➔Continuous posts across all platforms: high engagement! ➔Active listening and responsiveness in real time ➔Event contests & winners throughout the event
- 19. Strategies (Tactics) to Recapture (Phase 4) ➔Post all photos of events ➔Create a video ➔Announce Grand Prize Winner ➔Build anticipation of next year’s event by showing highlights of this year (save the date)
- 20. Project Resources, Budget, Roles, & Responsibilities ➔$700 Budget ➔Steering Committee ➔Approximately 60 total hours ◆Social Media Manager ◆UWT Marketing Intern
- 21. Forecasted Results ➔Facebook 647 to 825 likes ➔Twitter 230 to 400 followers ➔Instagram 712 to 900 followers ➔Increase engagement rate ◆ Phase 1 - 0% to 10% ◆ Phase 2 - 40%-50% ◆ Phase 3 - 60%-70% ◆ Phase 4 - Returning back to 10%
- 22. Key Performance Indicators ➔Comparisons to Baseline Social Media Audit ➔Metric: rate of change at the end of each phase ➔KPI’s will vary over the 4 phases
- 23. Key Performance Indicators Keeping Connected ➔Generate an engagement rate with our followers on Facebook and Twitter ➔Moderately increase social media page likes, visits, and followers Phase 1
- 24. Key Performance Indicators Creating Buzz ➔Increase social media page likes, visits, & followers ➔Increase engagement rate and post reach ➔Create a high number of quality interactions ➔Increase website visits via Facebook & Twitter Phase 2
- 25. Key Performance Indicators Maritime Fest Event ➔Increase social media page likes, visits, followers ➔Increase photo posts on Facebook and Instagram ➔Increase “People Talking About This” ➔Create a high number of quality interactions Phase 3
- 26. Key Performance Indicators Recapture ➔Maintain photo posts on Facebook and Instagram ➔Plateauing of visits to social media platforms and website ➔Plateauing of engagement with followers (decreasing as time cycle returns to Phase 1) Phase 4
- 27. Facebook Twitter Instagram ● Likes ● Comments ● Responses to posts ● Followers ● Retweets ● Replies to tweets ● @mentions ● #TacMaritimeFest ● Photos posts ● Photo likes ● Comments Data Collection Each platform will be used to measure follower engagement
- 28. Traffic Generation & Engagement ➔ Inform audience ➔ Cultivate two-way conversations ➔ Share activities ➔ Discuss ideas ➔ Build excitement ➔ Benefit the waterfront community, the Seaport and the Festival
- 29. Social Media Management & Monitoring Management Tools Monitoring Tools ● Handles multiple platforms ● Facilitates team collaboration ● Tools for audience engagement ● Comprehensive analytics ● Start-to-finish reporting ● Aids to direct future efforts
- 30. Action Items for Project Finalization ➔Step 1: Clarify Goals and Gain Approval ➔Step 2: Implement Strategy ➔Step 3: Monitor Project ➔Step 4: Final Project Evaluation