7-2_MKT_355

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Kari Wildey MKT-355-J3291 Social Media Marketing Strategy Southern New Hampshire University Mr. Jensen February 25, 2024

7-2 Final Submission: Social Media Marketing Plan I. SNHU Pet Supply Marketing Strategies A. Current Position The messaging strategy SNHU Pet Supply currently uses to position its products is trying to gain the online attention to their ads by using pictures. By using these pictures, it creates an emotional connection to the target audience. The two recent Facebook ads feature a full-size photo of dogs with a caption underneath. The first post, “What are you feeding your pet?” has an image of a dog of average age and this is to gain an emotional connection that you should consider what you are feeding your dog, which is suggestive to make a change. The second post, “The best for the newest member of your family.” features a full face of a puppy which draws attention to the post and makes a statement for those who have a puppy, to consider starting the puppy off with a good quality food so he will be healthy as he grows. SNHU Pet Supply wants to shift the focus from traditional marketing to social media by redirecting the traditional materials to their social media accounts. B. Different Marketing Platforms The different marketing platforms SNHU Pet Supply currently uses to support the overall brand positioning is advertisements in both SNHU Pet Supply and partnering stores. They also utilize mailings to local customers within 20 miles of the SNHU Pet Supply store. These traditional advertisements utilize the announcements of online expansion and introduces their social media accounts. The mailing also coordinates with the online presence by offering coupons for both in-store and online purchases. This creates a direct connection between both traditional platforms and social media, specifically Facebook and Instagram. By directing

customers to the social media accounts, they can support the brand positioning by allowing consumers to see the in-depth photos, captions, and posts that create the emotional connection. C. Weakness Some weaknesses in SNHU Pet Supply’s current, overall marketing strategy would be focusing on the stronger statistics such as, the pictures of animals, the captioning of the posts that continue the emotional connection to the target audience. They could also build a stronger marketing strategy making their Facebook more engaging and offering incentives to share the posts. This could consist of promotions, coupons, or an online friendly competition for number of times a post is shared. SNHU Pet Supply should make their marketing strategy align with their brand positioning. This would be focusing on the animals’ pictures and captions that continue to connect with the audience that create the image that the animals are family and not just pets. The statistics show that the Facebook ads that focus on the animals and offer discounts have been the most successful. The Instagram account posts seem to align with the company brand by using a post of a cat with a funny caption, which still creates the image the cat is family, and this is his normal routine (hating Mondays). However, Instagram creates posts twice a day and these posts should strategically be placed on their Instagram page when their followers are at the highest peak of being online. By using these techniques, this could increase brand awareness and building larger following. II. Social Media Marketing Analysis A. Identify SNHU Pet Supply has decided to use Facebook and Instagram for their social media platforms for their marketing strategy. These two platforms were selected because they are the top social media platforms used for social media marketing. They also have detailed ways to

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track metrics and data which will give insight into what areas of the marketing strategy is working and what isn’t. These two platforms can coincide interchangeably to exchange ads and stories directly between each other to further reach the target audience. Facebook is used primarily by adults with substantial income whereas, Instagram’s users consist of 30-year old’s and under (Jackson, 2021). Using both Facebook and Instagram is a smart choice for social media platforms since these platforms remain the most popular among users and provide the necessary insight for a social media marketing plan. B. Describe The role that each social media platform has within the overall SNHU Pet Supply marketing strategy is measuring data, metrics, and establishing the SNHU Pet Supply brand by posting content that captures the attention of the target market using humor and sentiment. Facebook has primarily been used in reaching more of the target audience and using paid promotions to track the data of the social media marketing plan. SNHU Pet Supply has put more time and money into focusing on this analysis because this is where they applied different marketing techniques as well as the platform with a direct call-of-action to the SNHU Pet Supply website. Facebook was used for specific messaging strategies to see what the audience preferred. These ads focused on 4 different messages such as, providing educational details of what ingredients are in the new pet food, endorsements from veterinarians, coupons, and the pet itself. Instagram was used for unique ways to display pictures with less to read and photos that make the pet the primary focus. This would make Instagram the primary social media platform to draw the attention of the target market in a sentimental way. It uses hashtags as a way for the user to be redirected to what the SNHU Pet Supply website. Both of these social media platforms are a

great way to establish the companies online presence because of the detailed metrics and both organic and paid content. C. Metrics 1. The current social media metrics being used to evaluate Facebook are insights, which consists of page views, page likes, reach, post engagement, and videos based on the last 28 days. The metrics show that page views and video metrics are raising and the page likes, reach, post engagement are declining. SNHU Pet Supply is also using data from 5 recent Facebook posts to show the reach by the number of people who saw the content which has declined by 47%. The metric also show that page likes have gone down by 46% and post engagement is dropped by 73%. Within the last 4 months, Facebook posts with 4 different ads using 4 different message types were also measured to show the click rate and the cost of each ad performance (Southern New Hampshire University, 2024). 2. There are many evaluation metrics that can inform a company’s social media marketing decisions. Social media metrics is what tells companies how they are performing, how they stand up against competition, and if they are meeting the necessary benchmarks set in place (Hill, 2024). Insights are the full dashboard of metrics that determine if the social media marketing strategy SNHU Pet Supply is using has been successful. Reach metrics track to see if the target market has been presented with the SNHU Pet Supply contents and if their viewing the content. If these metrics start to decline, then SNHU Pet Supply can reevaluate the type of content they’re posting and decide where to eliminate what isn’t working. The metrics for engagement rate and likes to determine if the content is engaging enough to interact with and if users like the content being posted. If these metrics were to decline, then the company would have to decide which posts have not been performing well and determine if they

should eliminate or change the post that have the least engagement and likes. For example, the posts with more texts such as, veterinarian interview and ingredient list have the least engagement and likes rates, this means the company knows to eliminate these types of post or shorten the text. The metrics for both Facebook and Instagram show this type of content has not been successful. Tracking paid ad content metrics determines where the company is losing money or making a profit. This would determine which ads have the least reach and clicks and determine the type of content the company should use and focus on. Instagram’s website clicks were only 6, so they need more of a call to action added to their posts so the company can drive traffic to the website. The impressions seem to be working for both social media platforms, so the company knows this is the content and trend the company should focus on to establish the SNHU Pet Supply brand that the pet is an important member of the family (Southern New Hampshire University, 2024). D. Strength and Weakness 1. SNHU Pet Supply has had some successful social media marketing strategies. These strategies consist of using the content in Facebook’s post “Because kittens love Mondays”, with a reach of 3500 and engagement rate of 1500 clicks and 1300 reactions. Another successful post was “Ginger loves her new SNHU Pet Supply All-Natural Pet Food”, with a reach of 5000, 1000 clicks, and 700 reactions. Based on these metrics, SNHU Pet Supply can see that focusing on the pet has been the successful content to post. Facebook metrics for ads that depict that the pet is an important member of the family have also been successful. This metric had 500 link clicks with the highest reach of 76,205 which also creates revenue for the company. The impressions for Instagram have gone up by 346, so the hashtags and pictures are attracting its target market and the data shows that the top posts have contributed to the rise in impressions.

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Those top posts are also consistent with using with the pets as the focus in pictures (Southern New Hampshire University, 2024). These metrics show SNHU Pet Supply is seeing a pattern in the type of content the target market seems to be drawn to. 2. The weakness that SNHU Pet Supply can see in their social media marketing strategies are that Facebook reach has been declining by 47%, which means they need to adjust the times they are posting, use engaging content, and quality content. The engagement rate has dropped substantially by 73% and likes have declined by 46%, which determines the posts that use more text such as, nutrition information and veterinarian interview, are not being effective. Instagram has only had 6 website clicks so they need a stronger call-to-action within their posts. The Facebook ad that is the least successful, focused solely on the All-Natural Pet Food, which had the lowest reach of 21,997 and clicks of 75. Instagram’s organization of hashtags and time of the day to post needs to stay consistent so the website clicks will increase as well as reach (Southern New Hampshire University, 2024). Like Facebook, these metrics show that the content that primarily consists of text have been less successful and the strategy for these posts needs to be changed or eliminated. 3. The difference between paid and organic social media content is, in social media marketing, using the paid strategy gives the metrics for ads that will show how much money the company is spending based on price per click. SNHU Pet Supply used paid ads for measuring Facebook’s promotional metrics to determine the ROI for the SNHU Pet Supply store. Based on the case study, within the last 4 months, Facebook posts with 4 different messages were measured and the data showed that the “pet as a family”, ad had the highest clicks of 500 at the rate of $0.39 per click. This ad brought the most results and reach and the cost per click was lower than 2 out of the 4 rates. This was a beneficial metric so SNHU Pet Supply can see

this type of ad, at this cost, has helped with revenue instead of deficit. The paid metrics used in Facebook also have an option to boost a post for more attention if reach is low. These metrics define the way posts are performing by showing the breakdown of each post individually on an insight’s dashboard. Each metric shows an increase or decrease in percentages, and this will help the company take out content that isn’t working and have less to focus on rather than wasted time and money on posts that have been unsuccessful. With Instagram, using organic social media market activity will show the top posts that are getting the most attention, so this is enough data to decide which content is successful to post. There are many differences between paid and organic social media market activity and although organic does have some similar ways to track metrics, paid promotions will give specific details of insights metrics (Southern New Hampshire University, 2024). E. Utilization A social media platform that is not being utilized for SNHU Pet Supply social media market strategy is Twitter. Twitter has many options for paid and organic social media market activity and can provide the same amount of information as Facebook. Twitter has the metrics that are needed to show how the ads are performing such as, impressions, results, engagement rate, and cost-per-result. Twitter still has a large following and many major name brands still use Twitter for their marketing activity such as E! Entertainment. Twitter also offers demographic targeting when creating ads and this produces the option for the ads to be shown at the top of searches in a feed or in the “for you” section. Most of these metric measurements are available with paid social media market activity. Twitter can reach an audience of 486 million users, so this platform would be good for reaching the target audience who do not use Facebook (Newberry, 2023).

III. Development of Social Media Marketing Strategy A. Strategy The social media platforms that I will use to comprise my social media marketing strategy for SNHU Pet Supply will be Facebook, Instagram, and Twitter and all three of these social media accounts can cross platform. I am focusing on an age range from 25-40 yr. olds since this is an age range that has the most buying power in their families as well as those people who live alone. My biggest focus is increasing brand awareness and driving traffic to the SNHU Pet Supply website. Facebook is still the top platform for users and marketers and has also been performing well for the company. The largest age group for Facebook is withing the target market demographics and these users are between the age 25-34 yr. olds which create a bigger brand awareness since 67.5% of monthly users are active daily (Zote, 2024). Although Instagram has a younger age range of of 18-24 yr. old’s, I will continue to focus on Instagram because it has the highest statistics of followers who discover their next product to buy. Instagram is also the most popular platform of people who follow their favorite brands and research new brands. Statistics show that 90% of the followers on Instagram only follow businesses (Zote, 2023). Finally, I have decided that Twitter would be the best platform to add to the market strategy. Twitter has a following of users that are 25-34 yr. olds. One-third are college educated and make more than $75,000 annually and 53% of people on Twitter are more likely to be the first to buy new products. Twitter is the number one platform used for discoverability, and its superpower is helping brands gain exposure to an audience eager to try something new (Smith, 2023). B. Ratio of Paid Versus Organic The ratio of paid versus organic content for Facebook will be done equally. Facebook

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will showed that “Because kittens hate Mondays” post was the most successful and SNHU Pet Supply could decide to change future content that aligns with this post, without having to spend money. The paid content determined that “pet as a family member” ad was substantially higher with 500 clicks. The content of this ad coincides with the metrics of the organic posts, so this gave the company stronger metrics of identifying a trend. For Instagram, the organic content increased the impressions by 346 followers for the week however, the reach and clicks needed to be higher. The top organic posts were all photos of pets which is consistent with the Facebook post metrics and both platforms content aligns with the brand. Instagram has the highest statistics of followers out of all the platforms, who discover and follow their preferred brands, so paid content could have increased the reach of the target market and clicks of followers (Zote, 2023). Twitter is also a good platform for using both organic and paid content because organic content can gain the attention of the target market by using the SNHU Pet Supply page as an advertisement. Twitter can use the campaign content as a banner on the top of the SNHU Pet Supply page and be strengthened by using organic posts at the beginning of the stream of tweets (Gomez, 2023). The paid ads would expand the reach of the target market by being implemented into timelines, the “Who to Follow” area, and the top of the search page. (Newberry, 2023). SNHU Pet Supply should utilize both paid and organic content equally because organic content helps with establishing the SNHU Pet Supply brand as well as keep up with the communication with current followers. Paid content increases the impression metrics and creates a call to action by boosting and using creative content that also aligns with SNHU Pet Supply brand (Walker, 2018). C. Leverage Each social media platform can be leveraged to support the SNHU Pet Supply

marketing strategy by connecting with the target audience in different ways. Instagram is the best platform for brand awareness since this is the platform that concentrates on connecting followers to their preferred brands. Instagram should be used promote the SNHU Pet Supply and what their brand is (Zote, 2023). Facebook should be the primary platform for ad promotion and posting. Facebook has a stronger reach with the target market since this platform has the highest target market age range of 25-34 yr. old’s (Zote, 2024). Facebook will also have a higher communication engagement rate with its followers within the comments and create different posts that align with the top post “Because kittens make Mondays better”. Twitter should be leveraged for organic content posting because Twitter is a good platform for utilizing the companies account page as a marketing ad. Banners on the page could be used to promote the petfood and the top posts will provide more information, pictures, or videos (Gomez, 2023). Instagram would be the most beneficial social media platform for posting visual content. Instagram has been known for drawing a target market through visuals which makes it more unique than the other social media platforms. The SNHU Pet Supply case study proves that the metrics of both social media platforms’ top posts were those that used pictures of animals and focus on the pets (Whitney & Whitney, 2023). Each platform offers its very own benefits to stand out from one another and The SNHU Pet Supply would benefit by using these three platforms interchangeably. D. Metrics 1. The metrics I will use to measure the social media marketing strategy will be from the insight dashboard for each social media account. Measuring the impressions and reach will allow me to see if the content is engaging enough to gain the attention of the target market. This will tell me the data I need so I can make post adjustments. The likes and engagement rate will

also tell me if the content is engaging enough for the social media accounts. The likes and engagement will show if the target market is connecting to the brand and see if there is a trend in certain content the audience is responding to. The paid content will be tracked by the clicks, reach and call-to-action to the website. The paid ads will reveal which ads were successful at reaching the target audience and adjust the content or eliminate content that isn’t working. The click rate will reveal if the content is successful in connecting to the target market, or if revenue is being made, and where the company is losing money (Hill,2024). By using these metrics, I should be able to see which social media platforms are aligned with the SNHU Pet Supply brand and target market and make necessary adjustments to have accounts compliment each other and coincide. 2. The indicators of success that align with the social media marketing strategy will be the clicks as the call to action to the website and analyzing numerical data to see if the strategy is gaining revenue for the company. The engagement rate and likes will indicate if the content is successfully getting the target market’s attention. If these metrics are increasing then I know the content being used is working well and if it is being shared and growing. Indicators of success will prove that the number of followers is growing and not decaling. Followers engaging in comments and asking questions will show people are interested in the brand. The indicators will keep the market strategy within the scope and determine future decisions. E. Analyzing Marketing Strategy The social media marketing strategy fits into SNHU Pet Supply’s overall marketing strategy because it is creating the brand awareness and online presence that the company wants to establish. SNHU Pet Supply wants to promote their new organic petfood and the three chosen social media platforms are the best choices to run ad campaigns, measure metrics,

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communicating directly with current and new consumers, and expanding brand awareness through both organically and paid content. The current insights from Facebook and Instagram show that there is success in some of the content they have been using. Instagram is finding success with growing insights and reach, while Facebook is using videos to drive more traffic to the social media accounts as well as gaining page views. By adding Twitter and implementing this marketing strategy it will help SNHU Pet Supply improve its failing metrics, gain online followers, drive more traffic to the website, and promote the new petfood while aligning it with the company brand. (Hill,2024).

References Gomez, R. (2023, October 2). Organic vs. paid social media: A hybrid strategy that works . Sprout Social. https://sproutsocial.com/insights/organic-vs-paid-social-media/ Hill, C. (2024, January 31). The social media metrics to track in 2023 (and why) . Sprout Social. https://sproutsocial.com/insights/social-media-metrics/ Jackson, D. (2021, September 14). Instagram vs Facebook: which is best for your brand’s strategy? Sprout Social. https://sproutsocial.com/insights/instagram-vs-facebook/ Newberry, C. (2023, December 20). X (formerly Twitter) Ads for Beginners: A Complete Guide . Social Media Marketing & Management Dashboard. https://blog.hootsuite.com/twitter- ads/\ Smith, A. (2023, September 26). 23 essential Twitter statistics to guide your strategy in 2023 . Sprout Social. https://sproutsocial.com/insights/twitter-statistics/ Southern New Hampshire University. (n.d.). Snhu Pet Supply Case Study. Retrieved February 3, 2024, from http://snhu-media.snhu.edu/files/course_repository/undergraduate/mkt/ mkt355/mkt355_snhu_pet_supply_case_study.pdf Walker, L. (2018, April 18). What’s the Difference Between Social Media Ads and Posts? Busyseed.com. Retrieved February 23, 2024, from https://www.busyseed.com/what-s-the-difference-between-social-media-ads-and- posts Whitney, M., & Whitney, M. (2023, November 27). The complete guide to advertising on Instagram . WordStream. https://www.wordstream.com/blog/ws/instagram-advertising Zote, J. (2024, February 14). Social media demographics to inform your 2024 strategy . Sprout Social. https://sproutsocial.com/insights/new-social-media-demographics/#facebook

Zote, J. (2023, October 18). Instagram statistics you need to know for 2023 . Sprout Social. https://sproutsocial.com/insights/instagram-stats/

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