Google+ Social Media Marketing Pre-Campaign Report
Rationale for incorporating a Google+ Page into the client’s online marketing. The organization “Sveiko stuburo mokykla (SSM)” organizes specialized spinal exercise in small groups under the supervision of the physiotherapist, also arranges seminars and exercises for companies. Organization has its website and also owns the following social media channels: Facebook, YouTube and Google+. However only Facebook account is currently active. Despite the fact that SSM uses the Facebook account actively, it would also be useful to use Google+ and take advantage of its benefits: +1 button, adding followers in circles, messaging circles, arranging hangouts. Circles would let to create communities according to followers’ interests (e.g. back pain, active leisure), hangouts would lead to more personal communication, meanwhile +1 button would let us know which information attracts attention the most. Proposed integration into the client’s online marketing. Firstly, a link to Google+ page will be placed on the SSM website so that users would be informed about the new page and encouraged to follow the news. Also Google+ campaign will be integrated into Facebook page, a link to Google+ page will be placed there as well as the majority of posts will be shared in both accounts. Surely, the communication won’t be identical and posts in Google+ page will have a goal to change the stereotypes about “Sveiko stuburo mokykla”. As it was told by company’s representatives, most people imagine that SSM is only for elderly people who are recovering from operations. So we will seek to create the impression that the SSM is an alternative to sports club, where people of all ages come, including young people taking care of their health, well-being and look. Because of this we will arrange and participate ourselves in a photo shoot in SSM and post these photos in Google+ account.
Proposed tactics for achieving the above. In order to interest users with Google+ account and to create friendly relations, content that is involving and reflecting the company's
activities will be created. 5 posts will be shared every week which will include relevant and interesting information about spinal health, videos of physical therapists performing exercise. Moreover, customers' feedback will be shared and with the aim of attracting more followers, stimulating consumer activity and interest - two small contests will be organized. Also, 2 hangouts will be held which will stimulate discussion about the active leisure activities without back pain and the main causes of the back pain. Proposed success metrics for achieving the above. Measurements of the successful campaign will be the change in the number of Google+ followers during the campaign period a number of comments, views and + 1's. It is expected that a Google+ account will have not less than 50 followers within 5 weeks period, each post will receive an average of 3 + 1's and 2 comments. The planned number of followers is based on company’s Facebook account. With data that currently account has 2 570 followers, it is expected that no less than 2% of followers, will start to follow the Google+ account.
Proposed maintenance plan for the G+ page. Google+ Social Media Marketing Campaign Plan is divided into five weeks. During the start of the campaign, given the fact that currently the Google+ account is inactive, the basic information will be firstly updated, and then posts of various content will follow. Around 5 posts will come out each week and two hangouts will be arranged. The biggest part of the content (65 %) will consist of relevant information about spinal health and active leisure activities, 15% will be related to company's activities, there will be 15 % of off topic posts and 5 % of published content will be small contests for users. Posts will be published from 8 PM to 1 AM or from 8 AM to 11 AM because according to company's Facebook account data analysis, during these periods users are most active.
Week 1.
Task - To arrange the original main account information
Content Goals - Profile picture, cover picture, 5 posts original information showing that “Sveiko stuburo mokykla” Google+ + 10 new - To add followers of the followers page is active, links to our web Facebook page to Google+ page, Facebook and YouTube Average of - To post main information - Share of Google+ page in a 2 (general information) +1’s per Facebook page about the company post - Information about the company, - To post off-topic Average of their mission, vision, goals, when information 2 was it established comments per post
Week 2.
Task - To post relevant information for new followers - To encourage discussion and attract new users - To announce a contest
Week 3.
Content - Interesting facts, pictures and information that is relevant to healthy lifestyle, active leisure, health problems. Posting through the emotional format of the message, by means of advice, exercises and the sharing of feedback
- To communicate with followers and respond to their comments
- Announcement of the contest in Google+ page
Task - To post relevant information for users
Content - Interesting facts, pictures and information that is relevant to healthy lifestyle, active leisure, health problems. Posting through the emotional format of the message, by means of advice, exercises and the sharing of feedback
- To organize the first Hangout - To communicate with followers, encourage discussion and respond to their comments
- There will be a discussion about the cause of the origin of the problems in the spine. Also, we will develop the theme of the company's services and their quality. We will find out what are consumer's interests and their personal opinion about our topics
Goals 5 posts + 15 new followers Average of 2 +1’s per post Average of 3 comments per post Goals 5 posts + 10 new followers Average of 3 +1’s per post Average of 3 comments per post
Week 4.
Task - To post relevant information for users - To organize the second Hangout - To communicate with followers, encourage discussion and respond to their comments
Week 5.
Task - To post relevant information for users - To announce a contest - To communicate with followers, encourage discussion and respond to their comments
Content - Interesting facts, pictures and information that is relevant to healthy lifestyle, active leisure, health problems. Posting through the emotional format of the message, by means of advice, exercises and the sharing of feedback - During the second Hangout, discussion about acceptable active forms of leisure and healthy lifestyle. Seeking to find out opinion of the followers about how latter factors impact health Content - Interesting facts, pictures and information that is relevant to healthy lifestyle, active leisure, health problems. Posting through the emotional format of the message, by means of advice, exercises and the sharing of feedback - Sharing contest in a Facebook page
Goals 5 posts + 10 new followers Average of 3 +1’s per post Average of 3 comments per post Goals 5 posts + 10 new followers Average of 3 +1’s per post Average of 3 comments per post
Proposed Return on Investment, including labor costs, for the Google+ Page. During the competition we will not receive a monetary reward. Our main aim is to learn and use the knowledge gained with the real company using Google+ page and reach the greatest possible performance. SSM Google+ page is inactive and have no followers, so it is likely that there will not be many comments in the first weeks, as a result we will not spend a lot of time answering them. Whereas the planned share are 5 posts per week, we will need to prepare the content, headlines, and other information, which may take from 1-3 h per post to prepare. Moreover, we decided to take part in a photo shoot while trying out exercises in SSM and use these photos in our campaign. Photo shoot should take 3 hours. Thus, the calculation of time limits during the entire campaign shows that it will last for approximately 40.5 hours. Meanwhile we expect the SSM company will increase its awareness and customer flow as well.
