2. Purpose
The purpose of thisdocumentisto outline asocial mediamarketingplan,whichincludesabusiness,
customer, andmarketingstrategy forthiscompany.Regardlessof the contentwritten,anythingis
subjecttochange.
Goals
There are a multitude of goalsthatneedtobe accomplished.Witheachgoal comesa process.
Therefore,the goal andessentialquestionsthatwillhelpaccomplishthose goalsare listedbelow.
Essential Questions
1. How will we accomplishthe goalsathand?
2. How longwill ittake toaccomplishall goals?
3. Do we have what we needtoaccomplishthe goal?
4. What strategiesandtechniqueswillbe used?
A Plan
In orderto accomplishourgoal,we’ll needaplan.A goodway to formata planis to outline the
objectives.
Gain 1000 Athletes
Provide resources,networks
and connections,education,
skill and career devlopment
and guidance to athletes and
parents.
Audience outreach
Subription List
3. The Business Strategy
The businessstrategyhelpsusclearlydefinethe businessgoalsandobjectives,whichinresult,keepsus
focusedonthe task at hand.The worstthingto do iswaste energyandtime.There are plentyof
companiesthatwaste resourcesandtime onplansand strategiesthatneverwork.The table below
showswhata fewof those importantgoalsare,more can be added,andanythingcan be changed.
Business
Name Texas 5 Starz
Mission
Statement
“Our mission is to enhance the skills of dedicated athletes while offering life altering
opportunities and key career placement, or, guidance.”
Objectives A) Obtain
athletesin
needof
careerand
skill
development
and
guidance.
B) Obtainan
audience that
will,both,like
and
eventually,
beginto
dependonus
as a resource
for theirskill
development,
sports
education,
and
connections
and networks.
C) Being
socially
responsible.
D) Obtainan
ample
amountof
subscriptions
for the
website.
E) Receive
validation
fromthe
athletic
community.
F) Obtain
networkand
connections
for the
athletes.
Value
Proposition
A) Save
yourself the
headache
and work
withsports
professionals
to enhance
or develop
the skill of
any athlete.
Allowusto
transform
your player
fromthe
“Typical
Player”toa
polished
marketable
player.
B) Notonly
will we train
the athlete,
but we will
alsodo our
verybestto
developtheir
careers,
enhance their
knowledge,
and place
themupona
path that will
leadthemto
theirdesired
success.
C) We’re
not just
focusedon
a profit;we
trulyaim to
benefitthe
community.
Local events
that will
bringthe
sports
community
and much
more
together
will be held
monthly.
D) Receiving
information
aboutthe
bestdeals
and
opportunities
will certainly
increase the
productivity
of a parent
or athlete
withintheir
career.
E) Obtaining
the right
certifications
and board
verifications,
if any.
F) Obtain
listingsof
universities,
leagues,
coaches,and
much more
to aidthe
playerwith
career
optionsand
placement.
Elevator
Pitch
“Texas5 Starz developsandpolishesdedicatedathleteswiththe intentionsof increasingan
athlete’schancesof playingontheirdreamteam.
4. Executing The Business Strategy with…
Social Media
Social mediawill allowyoutoreachout to your target
market.People have becomemore accessible now thanever.
Your clientelelistisn’tlimitedtoaregionor location.Social
mediawill communicatewiththe selectedmarketeffectively.
Lastlyit allowsfora varietyof marketingtoolstobe used
simultaneously.Digitalmarketingstrategiessuchasvideoand
mail marketingworkhandandhand withsocial media
marketing.
Resources & Connections
Needlesstosay,resourcesare an importantaspectof any
business.Often,whenpeople thinkof resources,theythinkof
money,butthere are many more thingsthatcouldbe usedas
a resource.Connections,are notonlyaresource,butare also
an essential aspectforthisorganization.Without
connections,one of the mostessentialuniqueservicescan’t
be offered.
Tools
There are a multitude of toolsthateachplatformoffersfor
the usersbenefit. Eachtool shouldbe experimentedwithso
that we can conclude uponitseffectiveness,andthendecide
uponwhetherit’ll be usedornot.
Content, Time, & Frequency
Essentially,we wouldneedtodedicate anhouror twoto
maintaininganddevelopingthe social media.3postper week
isideal.Some postcouldbe made withcontentandpictures,
justcontent,or evenjusta picture.Regardlessof how we
choose to dressthe post,the post’svisual shouldbe strong
and communicate the meaningormessage behindit.The
contentshouldfit,orapply to,all of the selectedaudience.If
we don’tcommunicate tothe audiencesthatwe have or want
we will nevergain those thatwe don’thave,and we’ll lose
those that we dohave.Whenand where toapplycertain
contentisan importantaspectfor marketing. Different
networksofferadifferentcrowd,assuringthatthe content
correlateswiththe crowdisimportant.
Resources&Connections
Universities/Schools
Appropiate Leagues
Coaches
Source of useful
information
Trainers
SocialMedia
Facebook
Twitter
Linked In
Youtube
Instagram
5. The Customer Strategy
The customerstrategywill helpus connectwiththe rightaudience,understandthe audience,andit’ll
alsohelpto discoverwhere the audience is located.
Segment Breakdown
Target
Audience
14-26 yr. old male and female athletes.
Audience
Wants
Better performance, education, and to develop a professional athletic portfolio.
Business
Goals
Provide resources,options,
and otherinformationto
educate the targetvia the
website andsocial media.
Provide links,networks,
contacts,to in house or
outsourcedtrainersand
trainingequipment.Host
camps andother local
events.
Act as an organizationthat
will distribute the
portfolio?Be asource that
collegesandother
organizationsthatare in
needof polishedathletes
go to.
Shared
Value
Relevantandeffective
contentcirculatesthrough
social mediaandthe
website.
Beinga source of help,
guidance,andinformation.
Nearlyfree advertisement
and marketing.Local
involvement.
Proffesional connections
and networksavailable.
Business
Name Texas 5 Starz
Mission
Statement
“Our missionistoenhance the skills of dedicated athletes while offering life altering
opportunities and key career placement, or, guidance.”
Target
Audience
14-26 yr.oldmale and
female athletes.
25-70 yr.oldmale and
female coaches,agents,
and scouts.
Parentsof a talented
athlete.
Audience
Goals
Performbetter,educate
themselves,anddevelopa
professionalportfolio.
Lookingforpolishedand
marketable athletes.
Lookingforwaysto better
theirchild’sperformance,
and ways,or options,to
furthertheirchild’sathletic
career.
Audience
Technology
Fitnessblogs
Facebook
Twitter
Facebook
LinkedIn
Special Sitesforadvertising
athleticportfolios.
Search
Facebook
Fitnessblogs
Twitter
Fitnessandyouth
magazines
Google
6. KPI Retweetsontwitter
LikesandShareson
Facebook
Likesandtrafficon the
website
# of subscriptions
Website andSocial Media
audience presence
Website andSocial Media
traffic
# of subscriptions
# of portfolios
An increase inthe Network
and Sponsorlists
Target
Audience
Goals
50 retweetsandsharesa
month.
15 subscriptionsthe first
month.
An audience of 5000 the
firstmonth.
At least250 followersthat
month.
3 complete portfoliosfor
the month.
Target
Audience
25-70 yr. old male and female coaches, agents, and scouts.
Audience
Wants
Polished and marketable athletes.
Business
Goals
Possessalistingof
agenciesinneedof
polishedathletes.
Networkwith coaches,
universities,agents,scouts,
etc.
Recordand release media
and othercoverage in
regardsto the organization
and itsathletes.
Shared
Value
Large networkpromotes
greaterchancesfor the
athletes.
Alsocreatesgreater
opportunitiesforthe
athletes,whichincreases
the target’sdemandfor
the company.
Athlete willdevelopmedia
for themselves,andthe
companywill be able to
displaythe unique and
professionalfootage.
KPI Networksandconnections
listincreases.
Growinglistof sponsors,
resources,networks,and
connections.
Social mediasharesand
videolikes.
Target
Audience
Goals
Have at least5
organizationsinneedof
athletes.
Interview orquote acoach.
Helpa teamwithtraining
and tryouts
Have 3 complete portfolios
for the month.
Target
Audience
Parents of a talented athlete.
Audience
Wants
Lookingfor ways to better their child’s performance, and ways, or options, to further
their child’s athletic career.
Business
Goals
Provide trainingand
trainers.
Informative articles,blogs,
etc.
Provide campsandother
local events.
Shared
Value
Opportunitiestounite and
interactwiththe audience.
Assuringthatcustomers
getprofessional and
qualitytraining.
Contentthatanyone could
trulyvalue,trust,and
dependupon.
Social outing
Communityinvolvement
KPI # of resourcesincrease # of subscriptions
# of likesandshares
Increase inmail/email list,
subscriptions,local
7. organizationnetworks,and
trainers.
Target
Audience
Goals
Increase inmail andemail
list.
Gain 2 trainersby the end
of the month.
Produce mediaforthose
trainersandtheirworkout.
Gain 15 subscriptionsby
the endof the month.
Get at least50 retweets
and shares.
Host one local eventthis
month.
Nowthat thishas helpedusoutlinewhosome of ouraudience maybe,andwhatthat audience wants,
we needtofigure outwhere tofindthem.Social mediaandall of its platformscould be comparedtothe
worldand all of itscountries.Each countryhas itsownlanguage andkindsof people,andsocial media
platformshave the exactsame thing.Differentpeople utilize differentsitesinamultitude of ways.Each
platformhasits ownwayof communicatingaswell. Twitterforexample,forcesthe usertospeakina
more directand rapidway thanFacebookor Instagram.
Network Selection
Lookingfora specifickindof person onthe wrong
site or platformisextremelydifficult.It’snearly
impossible.It’salmostlike aMuslimlookingforhis
future Muslimwife on“Christian’sMingle.com”.It
justdoesn’twork.Thisnextsectiondescribesthe
usesforeach social site anda fewbeneficialfactsin
regardsto the platform.
Twitter:
o 23% of all adultinternetusers,and1/5th
of all adultsuse twitter
o Most usersfor twitterare international.There are nearly4timesmore international
usersfor twitterthannational.Twitterpercentageshave grown,butalso,flattenedout
overthe years.
o In the U.S. the highesttwitterusage isamongstthe urbanpopulation,adultsunder50,
honestly,if notyounger,andpeopleinthe upperincome brackets.
o In accordance to my research,there are six kindsof twitterconversations.Theyare…
PolarizedCrowds:Opposedgroupstalkaboutthe same topicbutmostlyjustto
othergroup members.
TightCrowds:This groupismade upof people thatare boundtogetherbythe
same interest.
Brand Clusters:These are large groupsthatform aroundparticularproducts,
events,orcelebrities.
CommunityClusters:A numberof small groupsthattypicallyformaroundbig
newsevents.
Broadcast Networks:Thisiswhere people will follow andretweetaparticular
newssource or commentator,buttheydon’tinteractmuchwitheachother.
8. SupportNetworks:Typicallycreatedwhencompaniesandotherorganizations
respondtocustomerinquiriesandcomplaints.
There are a multitude of otherplatformstoutilize,twitterwasusedasa display
and example.
Social Media Main Marketing Strategy
What will be paidfor,andwhat ownedmediathat’ll be usedneedstobe discussedandconfirmed.
Goal
Have a better performance, self-education, and develop a Proffesional athletic
portfolio.
Audience 14-26-year-old male and female athletes.
Channel Facebook Twitter Youtube Blog Instagram
Paid
Adsfor
subscriptionsand
otherservices.
Advertisement Ads Adson other
sites
Earned
Likessharesanda
viral campaign.
Retweets Subscriptions
and likes.
Subscriptions
Website
traffic
Likes,a
good
following.
Owned
Goal Host camps and other local events.
Audience 14-26-year-old male and female athletes.
Channel Facebook Twitter Youtube Blog Instagram
Paid
Adsand
promotions
Ads Ads Adson other
sites
Earned
Publicinvitations
Sharesand likes
Viral campaign
Retweets
Viral
campaign
Likes,
subscriptionlist
Website
traffic
Website
traffic,likes,
good
following.
Owned
Goal
Act as an organizationthat’ll distributeportfolios,andconnectwithorganizations that
are in need of polished athletes.
Audience 14-26-year-old male and female athletes.
Channel Facebook Twitter LinkedIn Youtube Website
Paid
Adsand promotion Ads Ads Marketing
and
promotion
9. Earned
Likes,shares,
followers,
Retweets,
website traffic,
exposure
Followers Subscriptions
and likes.
Subscribers,
website
traffic
Owned
Goal
Record and release media and other coverage in regards to the organization and its
athletes.
Audience 25-70-year-old male and female coaches, agents, and scouts.
Channel Facebook Twitter Instagram Youtube Website
Paid
Adsand
promotion
Ads Ads Our content
on other
hostsand
blogs.
Earned
Likes,shares,
followers,anda
viral campaign
Retweets,
exposure,
likes,website
traffic
Website traffic
likes,followers
Likes,
subscriptions,
and website
traffic
Trafficand
subscriptions
Owned
Goal Network with necessary personnel, agents, universities, trainers, scouts, etc.
Audience 25-70-year-old male and female coaches, agents, and scouts.
Channel Facebook Twitter Youtube LinkedIn Instagram
Paid Ads Ads Ads
Earned
Likes,shares,and
followers.
Retweetsand
followers
Subscriptions Followers Likes,and
followers
Owned
Goal Provide training, trainers, and necessary equipment
Audience Parents of a talented athlete.
Channel Facebook Twitter
Paid Ads Ads LinkedIn Blogging Websites
Earned
Likes,shares,
website traffic
Retweetsand
followers
Followers Website
trafficand
subscriptions
Adsand
marketing
Owned
Goal Host local camps and other events
Audience Parents of a talented athlete.
Channel
Facebook Twitter Blogging Youtube Local
outsources
Paid
Adsand promotion Ads Ads Ads,
sponsors,
promotions
10. Earned
Likes,shares,viral
campaign,followers,
website traffic
Retweets,
website
traffic,and
followers
Subscriptions Likesand
subscriptions
Sponsors,
bigger
audiences
and turn outs
for the
events.
Owned
Goal Provide information, blogs, articles, etc.
Audience Parents of a talented athlete.
Channel LinkedIn Facebook Twitter Blog
Paid Ads Ads Ads
Earned
Following Likes,shares,
following
Retweets Subscriptions
and website
traffic
Owned
Budget & Resources
Advertisementonsocial mediacangetexpensive.It’simportant toknow where toadvertise, what’sthe
bestmethodof advertisement,andhowmuchtoinvestintothatplatform.Forthiscompany,I believe
that Facebook,Twitter,LinkedIn,andInstagramare essentialplatformstoutilize.Advertisingontwitter
isreportedly costlierthanothers,yetcanbe veryeffective. Somesaythata budgetof $500 isa great
start for mostsocial mediaplatform’s,yetIfeel asif some thingsare more trial anderror. Start off small,
and see howaffective the advertisementonthatplatformispriorto dedicatingabigbudget.
Analytics & Tracking
It’sextremelyessentialtoutilize the analytical toolsthatGoogle andotherplatformsoffer.The onlyway
to track to analyze,ortrack, growthis to monitorit.Each platformgivesyouanopportunitytomonitor
your company’ssuccess.These toolsshouldbe learnedandexperimentedwith,because,noteverytool
will be beneficialforyourcompany.It’simportanttoknow what to use,andwhento use it.
Obstacles
There will be manyobstaclesinregardstothe social mediaplan,nevertheless,the business.Essentially,
all of the social mediaobstacleswill come fromhavingthe helpnecessarytotrulycomplete the task.
Creatingthe contentfrequentlymaybe achallenge forsmallercompanies.Resources,networklists,an
audience,abudget, andsomuch more trulytake time todevelop.Some weekswill appeartobe great
while othersremainrough.Stickitout,butmostimportantlysticktothe plan.
Roles & Responsibilities
Havinga marketingplanforsocial mediacan be verytime consuming, ateamof people maybe needed
to accomplishthe goal at hand.Withefficientcommunication,advertisement,andmarketing,there isn’t
a reasonas to why we couldn’tobtain100 athletesatthe least.Whena team isdeveloped,itwillbe
11. essential tounderstandall the necessaryaspectsof social mediaanddistribute the responsibilitiesand
dutiestoyour staff accordingly.
