1. Social Media Marketing
Plan:
Using Twitter and Facebook to help Norwood Office Furnishings sell
furniture

2. Table of Contents
Business Objectives: ........................................................................................................... 3
Market Analysis .................................................................................................................. 3
Target Market (Audiences) ......................................................................................... 3
Initial Geographic Areas ............................................................................................. 3
Specific Groups to market to: ..................................................................................... 3
Target Market Characteristics and Needs ................................................................... 3
Social Media Campaign Implementation Plan ................................................................... 4
Content Development ................................................................................................. 4
Integration with Traditional Online Marketing........................................................... 4
Social Media Campaign Management and Support.................................................... 4
Constraints: ................................................................................................................. 6
Recommendations:...................................................................................................... 6
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3. Business Objectives:
• Increase exposure
• Generate new clients
• Keep existing clients
Market Analysis
Target Market (Audiences)
-Members of the chamber of Commerce
-Small business owners - men and women
-Medium and growing businesses
-Alberta Venture readers
-Adult students
-Institutions
-Municipal governments
Initial Geographic Areas:
-Edmonton and area (St Albert, Sherwood Park, Fort Saskatchewan, Leduc,
Nisku, Devon, Fort McMurray, etc)
Specific Groups to market to:
South Edmonton Business Association
St Albert Chamber of Commerce
Acheson Business Association
Sherwood Park Chamber of Commerce
Leduc Nisku Economic Development Association
Fort Saskatchewan Chamber of Commerce
Edmonton Chamber of Commerce
Dollar Club
Target Market Characteristics and Needs
The target market consists of people who are comfortable with using a computer
and surfing the internet. They possess varying levels of fluency when it comes to
social media. Most have a Facebook page and Twitter account but are uncertain
about the benefits it can provide. They’ve heard the hoopla about using social
media for networking, promotion and client relations are curious about strategies
that will work.
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4. Strategy:
• Use Twitter to drive traffic to www.norwoodofficefurnishings.com
• Use the Facebook fan page to increase exposure and publish additional
information on products and services.
• Create customer base for future sales
• Become a trusted source for information about office furniture and ergonomics
in western Canada.
Outreach Tactics:
• Create a Twitter account and send out daily content about products and
services.
• Create Facebook Fan page and send out daily content about products and
services.
• Conduct monthly Twitter and Facebook only promotions.
• Advertise the promotions at least a week in advance on Twitter and Facebook.
• Review search.twitter.com each day for people to engage directly.
• Send a personalized, direct thank you message to each person in western
Canada that follows us.
• Create a Facebook Fan page add to generate more fans and then through
superior content and promotions, drive more business.
Social Media Campaign Implementation Plan
January 12th 2010 – Set up Twitter and Facebook Fan page accounts.
April 12th 2010 – Deadline for determining social media effectiveness.
Content Development
Currently social media content consists of notifications of product lines, job
postings and promotions. A YouTube account has been reserved and could be
used for posting videos of ergonomic topics, demonstrations of how to put
together a desk or chair and commercials for the business.
Integration with Traditional Online Marketing
All social media efforts are designed to attract the attention of the current and
potential clients and drive them to the website where they can see pictures,
prices and make buying decisions.
Social Media Campaign Management and Support
Mitch Willis will continue to manage daily postings of content to Twitter and
Facebook. He will respond to each new Twitter follower with a thank you
message and then invite them to call Norwood Office Furnishings for more info.
Inquiries from customers regarding specific orders or quotes will be forwarded
onto Darren Lundgren to answer.
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5. Mitch will also monitor search.twitter.com for people who are looking for
furniture; ergonomics etc and engage them directly via the Norwood Twitter
account.
Success of this strategy will be determined by the following analytics:
• Number of Facebook fans
• Number of Twitter followers
• Number of referrals from social media friends
• Number of relationships / inquiries created from Twitter
• Number of relationships / inquiries created from Facebook
• Number of redeemed Twitter and Google advertisement coupons
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6. Constraints:
-Website is not fully functional
-Facebook Fan page requires an ad to generate new followers.
-Generating new Twitter followers and Facebook fans is a painfully slow process.
-The Twitter address needs to be publicized more, on business cards, email
signatures and print advertising.
-Need 100 Facebook fans to be able to generate a vanity URL. We currently
have 25 fans.
-Real content only began being posted on Feb. 2nd.
Recommendations:
- Create and pay for a Google advertising campaign using Google AdWords.
- Use Hootsuite.com to automatically post five standard tweets a day regarding
brands that Norwood carries, services that they provide, such as free delivery
within Edmonton.
- Post the equivalent information on the Facebook fan page. There are currently
no automatic tools to do so.
- Use Twithawk.com to search for keywords and then fire off messages letting
them know that Norwood exists.
- Obtain the wood panel graphic from the back of the business cards for use on
the Twitter page.
- Once every three days, tweet the Google maps link for Norwood Office
Furnishings.
- Spend 30 min twice a day at search.twitter.com and look for people to engage
directly regarding furniture / ergonomics.
- Recognize that social media needs to be a complementary part of a larger
marketing plan, involving radio, print, internet and branded items such as pens
and mugs.
- Create and pay for a Facebook advertisement, with the purpose of increasing
exposure and generating more fans.
- Film four videos to be uploaded on YouTube:
1. General Commercial.
2. Instructional videos on how to assemble a chair / desk.
3. Ergonomist explaining proper work station set up.
4. Testimonial from satisfied customer
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