28 Jun FINAL PROJECT-MKTG5370 SEMINAR-SOCIAL MEDIA MARKETING
Question
MKTG5370 SEMINAR: SOCIAL MEDIA MARKETING
TEXAS A&M UNIVERSITY-CORPUS CHRISTI
SUMMER MINIMESTER I 2017 Final Project – Social Media Marketing Plan for Non-profit Organizations
BRIEFING
One of the aims of non-profit organizations is to communicate and engage with current and potential
donors and volunteers using social media. Most non-profit organizations have an established presence in
Facebook and Twitter.
You will act as a consultant for a non-profit organization (your choice) delineating a plan in order to
develop in their social media marketing maturity. The final product should assist them to integrate social
media as a key component of their communication efforts.
PURPOSE
You will conduct research to build a Social Media Marketing (SMM) Plan considering the following: Assume your non-profit organization is interested in (1) raising awareness of its purpose; (2)
increasing exposure of the offered services and (3) increasing the engagement of current donors
and/or volunteers. Therefore, your plan should address these objectives. Please consider the current resources (e.g. reduced staff may not be exclusively devoted to social
media activities). Your recommendations should reflect this constraint within the Activation plan
section. Present your plan according to the outline below.
SMM PLAN
The adapted plan from our textbook should contain the following sections:
1. Introduction
2. Situation Analysis
3. Social media insight (briefly describe actual research method and results)
4. Experience strategy
5. Activation plan
6. Management and measure
7. References SMM PLAN – DETAILED OUTLINE
I. Introduction.
Briefly provide some background information and introduce the objective.
Criteria: An “A” introduction section should start with appropriate (relevant) background of the
organization and its desired outcome using social media.
II. Situation Analysis.
The situation analysis should demonstrate a thorough understanding of the situation faced collectively by
the organization. Briefly state your selected analysis tools (e.g. SWOT analysis) and procedure.
Criteria: An “A” situation analysis section should use an appropriate analysis, be precise (e.g. use correct
units of measurement), and be well organized (e.g. use of subheads: internal environment, external
environment, SWOT).
III. Social Media Insight. Conduct research on social media vehicles (using netnography) about the current state of the organization
efforts to attract donors and/or volunteers. This section should describe the main findings on social media
platforms. (For instance, volunteer issues to explore may include: What has been posted about recruitment
of volunteers? Were the postings timely? Who was posting? Was there any cascade effect? What was the
role of departments or individuals within the organization (if any) in the success of these efforts? How did
the community react to the information?).
The section should include relevant media efforts with emphasis on social media efforts. Summarize your
findings in narrative format (e.g. text) and illustrate them, if appropriate, with excerpts, figures and/or
tables. (Please note that the narrative should supplement any figures or tables, not repeat the same
information). List all references at the end of the paper.
Criteria: An “A” social media insight section should illustrate the current position or situation in the
potential student mind. Important, all listed findings must be relevant to the objective.
IV. Experience Strategy.
This section should articulate the overall social media marketing strategy. This section should address the
key elements discussed during the semester and its relevance to each zone (e.g. engagement, influence,
etc.). Based on your consideration, develop a brief recommendation for alignment with other promotional
tools.
Criteria: An “A” experience strategy section should detail the key distinctive features or benefits of the
event and integrate them with other promotional tools.
V. Activation Plan.
The activation plan should details tactics and resources to accomplish the experience strategy. This should
include but not limited to the HR aspect (who), timing (when), budget (how much) and the respective
tactics (how) to the social media communication plan.
Criteria: An “A” activation plan section should detail for every relevant element of the social media mix the
requirements already indicated above.
VI. Management and Measure.
This section effectively demonstrates how the performance of the social media marketing strategy and
tactics are to be measured and monitored through marketing indicators and benchmarks.
Criteria: An “A” evaluation section should contain a carefully detail of the measurement of the proposed
tactics, addressing potential drawbacks and how to tackle them.
VII.References.
List all references in alphabetic order according to a consistent format of your choice (e.g. APA, Journal of
Marketing, etc.).
FORMAT Please use Times New Roman font, 12 pt. Be precise, concise and to the point. The minimum number is 8 pages, exclusive of any tables and figures. The maximum number of pages
is 10. Your project should be submitted via Blackboard-Assignments/Projects tab.
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