Google+ Social Media Marketing Pre-Campaign Report Incorporation into the client’s online marketing. The organization “Miegantys drambliai” online marketing is carried out by using website, newsletters and social media platforms. Currently organization is using two social media platforms - Facebook and Twitter. “Miegantys drambliai” also uses Instagram but it is not active. Facebook is used to promote main services of organization, while Twitter is used for non-profit social activities. Organization now has inactive Google+ page, therefore it would be very beneficial to start communication through another social media platform and to make use of unique options that Google+ platform provides (for e.g. Hangouts). According to the fact that Google AdWords campaign will be run at the same time, it is also useful to create Google+ platform and link it to AdWords campaign, which will ensure that customers will get more relevant and up to date information about organization and its services. Proposed integration. A link to Google+ page will be placed in a company’s website to ensure visibility of the platform. Google AdWords campaign will be held at the same time as Google+ campaign. To enhance customer flow to Google+ platform some AdCopies will have the link to Google+. All the campaigns will also be linked with Google Analytics account for better measurement of campaigns performance. To involve customers into Google+ platform direct mail invitations for existing customers will be used. The newsletter will also include the message about the launch of organization’s Google+ page. The account will also be promoted in other social media platforms such as Facebook and Twitter. The marketing in Google+ page will be kept the same as in organization’s Facebook page, as “Miegantys drambliai” expressed the wish that the style of the posts would be maintained the same. Proposed tactics. In the “Miegantys drambliai” website the button to Google+ platform will be placed next to other social media buttons. The example of how that would look is given below. Picture 1. Google+ button integration in miegantysdrambliai.lt

The social media buttons are placed in the top of website’s

first page therefore the visibility is ensured.

To link Google AdWords campaign to Google+ platform the AdCopies of AdGroup “Trips” will be linked to Google+ “Miegantys drambliai” page. When the base of followers of organization’s page will form, the followers circles will be made by asking them questions which will allow to make groups according to the interests they have. For example, people who have interest in trips that “Miegantys drambliai” organize will be put in the circle “Travelers” and will receive notifications about upcoming trips and related to that information.

Proposed success metrics. The success of Google+ campaign will be considered increased organization’s G+ page followers number and active Google+ page followers actions (comments, +1,etc.). Measurements of these goals are quantitative. Organization now has 3 551 likes on Facebook page and 33 Twitter followers. According to fact that Google+ platform is not popular among targeted audience just like Twitter, but has more similarities to Facebook platform, the goal number of followers is 5% of Facebook fans (177 followers). The followers’ actions are also measured quantitatively. The successful interaction will be considered at least one comment and more than five +1’s per post according to the time and content of the post. Proposed maintenance plan for the Google+ page. Due to the fact that “Miegantys drambliai” has inactive Google+ page and there is no content created yet, the active communication in the first week of the campaign will be made for the creating the base content. After doing that the average number of post per day will be 2 - in the morning and around lunch when the number of active followers is the highest. The whole maintenance plan is divided by weeks. The planed distribution of content is 10% for commerce posts, 20% for indirect information about services, 70% for other non-relevant information to organization’s services, but also interesting for target audience. In following table the updates explanations and purpose are mentioned and realization examples are given.

Table 1. Google+ page's maintenance plan WEEK

UPTADES

EXAMPLES

Week 1 Creating base content in order to make the

Comments and observations relative to

account attractive and for it to seem

“Miegantys drambliai” services and ideas.

active. Post will not be promoting services

Advertising offers on secondary services

directly.

and rock climbing trips (creating event for

Focus on ongoing offers.

rock climbing trip).

More visual updates will be used to

Pictures and/or videos with satisfied

introduce new users with organization’s

customers, activities, surroundings and

atmosphere and philosophy also

members of the staff (personal blog by

introducing members of the staff.

one of the staff members http://juozasbobina.blogspot.com/)

Week 2 More direct updates will be used in order

Inviting users to share their opinions on

to get to know new users more and

favorite activities relative to

involve them in conversations.

organization’s services.

Main services will be promoted.

Updates containg information about current sales and offers.

Week 3 Direct communication with users will be

First Hangout will take place. During the

used in order to get them more involved

hangout users will be invited to comment,

and to stimulate them to share and

vote and share information given, by

comment.

letting them decide what kind of content they will see in the next Hangout.

Actively promoting secondary services in

Text, photo and video content with

direct and indirect updates.

information about rock climbing trips, education programs and summer camps (e.g. http://goo.gl/eNe5nt)

Week 4 More of the direct updates will be used in

Second Hangout will take place. Content

order to communicate with users directly.

of it will be based on the information gathered after the first Hangout.

Basic content that is not directly

Comments and observations relative to

associable with organization’s services.

“Miegantys drambliai” services and ideas.

Week 5 Updates that require response will be used

Asking users to share their Easter

for building the community.

holidays’ photos relative to “Miegantys drambliai” services. At the same time organization’s Instagram platform will be integrated.

Updates that show organization’s

Photo and video content with events and

involvement in social programs and

social activities.

activities. Proposed Return on Investment. During the GOMC competition period we won’t get any wage, but the employee of the organization who is responsible for social network activities would get a salary, so we are willing to calculate our ROI for the Google+ campaign as accurately as possible. We will take into account the average daily time spent for various activities in Google+ and the average PR manager's salary in our company. As Google+ page of "Miegantys Drambliai" is newly created it does not have any followers yet, which means no time on answering questions and direct communication will be spent. Having that in mind we calculated the average daily time needed to be spent on planning and posting posts daily, which is 30 minutes a day. An average hourly payment in such workplace is $3, 2. The person who is responsible for post should be active for 7 days a week. As our campaign will last for 5 weeks, the accrued expenditures would sum up to around $58, 3. We take that as investment needed to run the campaign for 5 weeks. We will count our campaign ROI by added followers, +1s, shares, reshares and visitor flows which we will analyze by tools such as Google Analytics. The real benefit for organization will be the growing target audience awareness of “Miegantys drambliai”.