Social Media Strategy for Skyepack

 

Targeting the Right Market

The recommended target audience is men and women between 25 and 54 years old. Latest available statistics on business start-ups in the U.K. reveal that most small business employer owners and co-owners fall into the 35 to 44 (25%) and 45 to 54 (31%) age categories. Since we are offering a solution for small and medium enterprises, directing our message to innovative professionals in managerial positions will allow Skyepack to reach potential customer with decision-making power.

 

Strengthening Presence in Key Social Media Sites

In the U.K., social media makes up 12% of all Internet visits and 23% of the total time spent on online. Currently, Skyepack has a Facebook page, a Twitter account and a YouTube channel that are not very active (Facebook page without posts, YouTube channel with only two videos and Twitter account with 17 posts in 8 months). One key aspect of social media is generating constant information to engage customers. It requires long-term engagement and connection and an investment of time and attention.

 

After reviewing main social media sites, the recommendation is to strengthen Skyepack presence on

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Choosing the Right Message

Skyepack needs to focus its message in functionality, solutions and benefits for companies. Potential user are looking for the benefits and profit resulting for their time and money investment. They should communicate how the tool addresses current challenges that companies face while sharing data. Skyepack should also encourage and incentivize current users to share their opinions and experience.

 

Implementing Tactics to Convert Followers to Customers

Integrate social media in the application design: A good way to generate buzz and acquire followers plus engagement is by integrating Facebook and Twitter on the application. Skyepack could offer the option to post when packs are created or updated and recommend them to friends that might be interested. They could do this through Facebook and Twitter for public packs or by email to authorized users for private packs. They could also offer the option to send similar news to the content on the packs. 

Strong presence in social media sites: One key aspect to win in social media is to constantly generate valuable information to users. Skyepack needs to leverage these sites to communicate the right message to consumers. Focusing on benefits and problem solving issues is recommended. They could include “sneak peaks”, special offers, video tips on YouTube, cloud computing benefits and more. Posting on average once per day or every two days is recommended.

 

Constant monitoring through a social media manager to laverage analytics data to improve marketing strategies and tactics: Social media sites generate a lot of information and following up with all sites can be difficult. Social Media Manager applications such as HootSuite allow managing different accounts on one site and schedule messages to deploy. It also allows reviewing the success of the tweets real-time with click-through statistics and gathering mentions of the brand, industry or search terms on Twitter. 

 

Build a skyepack blog: Develop a blog dedicated specifically for current users of the package, where Skyepack post frequent news about the package, showing different examples of how to use it in an efficient way , tips for new users, updates for the product, solutions tailor made for different industry segments, etc.  The blog will serve as an information tool to keep comunicated with the customer and also it will generate feedback for the company by the comments posted by the users.

 

Build personal relationships with users: Skyepack can use social media to build relationships with potential users and convert them to consumers. By tracking comments and questions posted and addressing them, the company can create an emotional connection. Additionally, they are able to control the message on the Internet for the brand. 

 

Offer a trial limited version of the package: Offer a free 30 days limited version on social media pages, where companies can  download the package and start getting familiar with the product and realize te benefits it could offer to them, by testing the product they will engaged with it and will convert the users into captive customers

 

Reward loyal customers: Customers like to be recognized. Including some features as a result of costumers’ loyalty incentivize people to stay connected. Skyepack could offer additional functionalities for those users sharing feedback or actively interacting with the company community.

 

Measuring Success

Facebook: Likes > 150,000 and User Engagement > 3%

Twitter: Followers > 100,000

YouTube: Subscribers > 1,500 and Views per Video > 1,000 on average

LinkedIn: Prints and Numer of clicks

New/Information: Prints and Number of Clicks

 

These target goals are selected as result of benchmarking with main competitor

 

 

 

 

 

 

 

 

 

 

Complementing Overall Marketing Plan

Social media is only one pieces of the marketing plan for a product. It is used to complement marketing plans and not to replace them. Social media represents an additional channel to reach a large amount of potential consumers at a relatively low cost. A good marketing plan involves a comprehensive blueprint of the overall marketing efforts. It includes the strategies and tactics to be followed by your company. More specifically, social media could be named a tactic to deliver the core message and value proposition if the product.