Right organise and equal opportunity regulations

This business that I have chosen is a football/soccer jersey selling business called Mr Kits. This is a UK based business which is beneficial for those all over the UK who will want to get their hands on a Mr Kits football jersey. It has only recently been founded therefore it is using penetration pricing, which is setting a low price to penetrate the market. Moreover, Mr Kits sell all their products via their website. Mr Kits was started when people gradually became reluctant to buy football tops from the official club stores or other retailers such as: Adidas and Nike. This was due to their high prices and that it simply was not affordable. The aim of Mr Kits is to sell high quality football jerseys at affordable prices so that no customer must worry about their finances. Furthermore, Mr Kits also sells retro football jerseys that may not be available in the retail stores as there are limited amounts hence there will be high demand however Mr Kits has an abundance of stock so no customer will need to worry about a jersey not being available.

I have had a discussion with the client, and he has informed me of what he expects from this social media campaign.

I am going to be utilising social media to inform people about how affordable and high quality the jerseys from Mr Kits are. I have spoken with the client thus I aim to achieve this goal by using hashtags, posting pictures and videos. Furthermore, I will also post polls to increase the amount of likes, follows, and shares that the social media account will receive. I will also be posting a link in the bio to the official Mr Kits company website with the confidence that this will drive a significant amount of traffic to the website. I will be posting 2 times a week as I believe it is vital to strike a balance between posting since a customer may consider it as spam if the firm constantly posts. 71% of consumers are more likely to recommend a brand to others if they have a positive experience with it on social media therefore striking a balance is integral to the growth of a business-like Mr Kits. They will be posted on a Wednesday and Friday at 12pm on Instagram however I am going to post on a Saturday and Sunday on Twitter at 11am as people are more active on the weekend on Twitter. I will be the one that is posting the social media content to promote Mr Kits and meet the client’s needs. My role is to post these pictures and videos, and it is also to respond to customer queries and complaints.

(See Appendix C for roles and responsibilities)

I will also be using Twitter as it is the perfect platform for a business to engage with customers in a humorous way as well as promoting their product or service. By responding with amusing comments to customers, businesses may be able to attract new customers as the customers will feel that the business understands their needs. You can have day to day chats on Twitter and let people follow easily what you are up to. You can answer their questions instantly and clear up any doubts they may have. As you become closer and more open to people, you start to communicate more effectively with customers. It is not imperative to always be formal on social media as it shows that you are on the same level as the customers. Twitter is a very good platform for communicating your brand. In fact, 75% of Twitter users feel better about small to medium sized businesses after following them and reading their tweets. And 79% have retweeted a small to medium sized business (smartbirdsocial), which means your brand message has a bigger chance of reaching more people. This is beneficial as Mr Kits will have the potential of attracting more customers on Twitter which may increase the purchases which will then lead to higher profitability.

Success Criteria

Targets:

1. Post attractive, engaging content throughout the campaign.

Twitter is a social media platform mainly for conversations so what better place is there to engage with customers the most. Additionally, content on Twitter for organisations should include humour to so that existing/potential customers retweet the post, raising brand awareness.

Targets:

Mr Kits aim to target people of all ages who have an interest in football. However, we aim to target people from 13-36yr olds who live in the UK as they have the most interest in football kits. This is usually men however Mr Kits provide unisex kits therefore it is available to all genders. People of older ages mainly lose their interest in “newer” and more “flashy” kits which is something that younger individuals do not. However, Mr Kits also supply retro kits which are not as flashy in comparison to the much newer jerseys therefore older people may still have an interest in purchasing these jerseys. The client and I believe that we can take advantage of the market and therefore make a significant amount of profit so that the profit made can be used to improve other areas of the business. It is important to have a target audience as it provides a clear focus of whom a firm will provide for and why they need their products or services. Narrowing the market will allow a firm to develop an efficient marketing strategy. Furthermore, a firm will save more money as targeting a core audience is cost-effective too. This is essential for a smaller upcoming business-like Mr Kits as they can invest the retained profit into other areas of the business such as: training kits and accessories and that Mr Kits will not need to invest all their capital into the business knowing that it is cost-effective.

Keywords:

On Twitter, keywords are mainly used in posts with the use of hashtags. If there are more hashtags present in a post, the more of a chance there is of potential customers locating your profile. Moreover, including keywords in your username will increase the chances of potential customers finding you as your profile will then appear towards the top of the search list when someone searches the keywords.

This is a perfect example of someone using multiple hashtags in their posts to get people that are interested in “content marketing” and “ppc campaigns” to see the posts. This is a good way for Mr kits to gain traffic on their social media page.

“Cheap football kits” get 2992 average searches per month. People will be able to locate the business easily as Mr Kits provides affordable football jerseys. This keyword will bring in more traffic to the business.

(See appendix G for Keyword research Image 2)

I am going to present the best times during the week to post on Instagram and Twitter for consumer. If more people see your posts, this will drive traffic to the social media page however, if you post at a time where there are less people active, not many people will see and react to your social media posts which is why the timing is extremely important.

(See Appendix D for consumer goods engagement for Instagram)

Worst day – Monday

The image shows the best times for consumers to tweet about their goods on Twitter for the maximum possible engagement. Weekends are the biggest days for Twitter, whereas on Facebook, the highest engagement takes place during the week.

Use of promotional techniques:

The use of promotional techniques is very important to drive traffic to your social media page. Examples of promotional techniques include surveys, feedback, and special offers. The

Overview

The purpose of this policy is to enforce and set guidelines for the use of Social Media when using the Mr Kits Social media accounts. The main goal of Mr Kits is to provide high quality football jerseys at an affordable price so that in the end, everyone is happy. The philosophy of Mr Kits focuses on one core elements: “Think through the thoughts and feelings of customers.” This means that Mr Kits are prioritising the customers’ needs and wants as they will eventually be the reason for their success. This will be reflected in the social media posts and the quick responses to queries and complaints.

Guidelines for Security

The social media strategy would need to provide information about how to keep account data safe, how to prevent malware infections and other security problems, as the chances of security issues and malware are very high on social media. If somebody does send spam links infected with malware, it is crucial that you do not click on the link.

(See Appendix E for full Social Media policy)

Reviewing and Refining plans

• Use closed questioning as it is simpler to analyse the results.

• This is where the user must choose from a list of options.

• Ask only the questions you need and do not have too many.

• 5-10 questions should be plenty for your review.

Instagram

Twitter

Learning Aim C

Twitter - Creation of Social Media Account

Here I have completed the profile for Twitter. It is important to always follow the companies branding guidelines when doing this. Here I have added the profile picture so that people can recognise Mr Kits. A small description has also been added to the profile. The website link has been included to drive traffic to the Mr Kits website to increase sales and profit.

Content creation and Publication:

Instagram:

This screenshot shows a positive and negative comment from two customers. Mr Kits has responded quickly and efficiently to both comments which shows that the business cares for the customers. This shows that Mr Kits knows how to deal with negative comments as well as positive comments on Twitter.

Adapting and Testing Content:

This is an image of two polls posted on the Mr Kits Twitter page. This allowed customers to choose from several options on which kit is better. It is beneficial to know this as Mr Kits will know which kit has more demand therefore, they will know how much more stock they will need depending on the demand of the certain kit. By posting polls, your online community becomes stronger as It shows that customers are connecting with your posts and stories.

There are many groups and social media pages dedicated to interests related to most businesses. By joining these groups, your social media following has a high chance of increasing. However, the business will also need to contribute to the community by:

• Asking questions

A very simple technique to increase your social media following is by following people as they will usually follow you back. On Instagram and Twitter, you can typically be expected to be followed back a third of the time. However, they will only follow you back if you post regularly and if the content is engaging otherwise, they are unlikely to follow back. By posting attractive content, Mr Kits will be able to develop a connection with these people which could lead to them purchasing their kits and beginning to become regular customers. This will increase the profitability for Mr Kits.

This screenshot shows the people that The Mr Kits Instagram page is following. Most of the people that the page has followed have also followed Mr Kits back. They have also interacted with the content by liking and commenting on posts about new kits and giveaways. This will lead to more people becoming regular customers therefore they will buy products from the website. This will only increase the profitability for Mr Kits.

Twitter:

Intro Tweet

This image shows that overall, Mr Kits earned 11 link clicks per day on their Twitter account. This indicates that the link in the bio is helping to drive traffic to the website which will help increase sales and profit. This number surpasses the target set in the beginning by a stretch which demonstrates that Mr Kits is utilising Twitter efficiently.

This post on the Mr Kits Instagram page was the most successful post because of the enormous amount of interaction it received. It received 24 likes and 12 comments which is a major increase compared to other posts on the page and it surpassed all the targets which were set out in the plan. This post was set out to drive more potential customers to the website through the website link in the bio and this clearly turned out successful. A major cause of this is the use of hashtags/keywords as many people have a lot of spare time therefore, they may have used these certain hashtags to buy this clothing. As well as navigating the Mr Kits Instagram page, they also may have clicked on the website link which would have driven traffic to the website. Whilst seeing the website, customers may be convinced to buy the kits which will eventually increase the profitability of Mr Kits. Finally, the fact that it was posted on a Friday may be the reason why it got so many more interactions than the other posts on the Mr Kits Instagram page.

This image shows the analytics for the giveaway post. As you can see, this shows the amount of people the post reached, the amount of people who visited the profile after seeing the post and where people found this post. This post reach 38 people which is beyond the target that was originally set. However, 21% of the people that the Instagram post reached, they did not follow back therefore this is something which needs to be worked on for the future. Although this is an improvement on the intro post, more can be done to increase the amount of followers such as: using bright and colourful images and using more hashtags/keywords.

This image demonstrates the age range and the locations of people that visit and follow the Mr Kits Instagram page. Surprisingly, a large majority of the people that follow the Mr Kits Instagram page are from India. Although the UK is second, the main target audience was meant to be from the UK. However, this may not be a bad thing as Mr Kits could begin to form a large customer base In India as over 60% of the followers on the Mr Kits page are from India. A small percentage of people from Brazil, Indonesia and Morocco also follow the Mr Kits Instagram page. This shows that people all over the world are engaging with the content.

This shows the age range of those that follow the Mr Kits Instagram page. Unlike the location, this is quite accurate to the original target audience which was set. The age group 25-34 accounts for nearly half of the followers on the Mr Kits Instagram page. There are also people aged between 35-44 who follow the page. They were not part of the target audience market originally but in the clothing industry, it does not make much of a difference if both parties are happy.

Evaluation of outcomes

In this plan Mr Kits discovered that the social media campaign was positive, however there were also negatives which need to be improved on. One of the positives were that the requirements were met as there was an increase in likes, comments, and number of interactions the posts received. We believe the major cause of the success throughout this campaign is from hashtags used in posts which drove more traffic to the page and website. However, there were negatives taken away from this as some posts were not being uploaded at the correct time. This meant that less users were active to see these posts which resulted in less traffic being driven to the page. Lastly, the positive outcome out of this is that Instagram, Facebook, and Twitter all did well in meeting the target of which profiles to attract towards the social media page. For the future, it is important to post the website link in with the post for those who have not seen the profile but have just seen the post itself. This will increase the amount of traffic being driven towards the website which will result in high sales and profitability for Mr Kits.

This image shows a not so happy customer at the time who’s complaint was solved within a matter of minutes in a professional and efficient manner. This is another customer from Birmingham who is 18 years old. Maybe, this will encourage the customer to give a good review to his friends and family about Mr Kits which could lead to an increase in the amount of traffic driven to the page as well as an increase in the sales football jerseys.

Instagram

Appendices

Appendix A – Client permission

Appendix C – Roles and responsibilities

This email shows what my role throughout the social media plan will be. The client is happy with the roles and responsibilities I have set.

Both images show the search volume of the keywords that I have identified to use for Mr Kits.

These images show the consumer goods engagement for Instagram and Twitter. It shows the best time and day for a business to post on social media during the week. It also shows the least convenient time to post on these platforms as less users are active.

Appendix H – Timelines Excel

This policy is aimed to help staff make appropriate decisions about the use of social media such as Twitter, Facebook, Instagram, and Snapchat. This policy outlines the standards that Mr Kits require all staff to observe when using social media, the conditions in which we will monitor your use of social media and the action the senior team of Mr Kits will take in respect of violation of this policy.

Who is covered by this policy?

- We will not use false or fake characters.

- we will not pretend to be fair individuals to promote the business, its brand, products, or services.

- If any employee becomes aware of any negative comment made about the business, its brand, products or services or any social media, they will not respond to it directly, but inform someone as soon as possible instead of taking matters into their own hands.

- we will monitor use of social media and address any perceived overuse of personal social media.

(Created using Google Forms)

Above is a survey that is to complete by a customer after they have shopped at Mr Kits so that improvements in the business can be made if need be.