It's Social Media Strategy Sample by Sostac Model sample from my work (Digital Marketing Strategy, Content Strategy, Ads Campaign Strategy)

1. DIGITAL MARKETING
STRATEGY
BY
M.RAMADAN7000
SR.DIGITAL MARKETING

2. SOSTAC Model
Situation
where are we?
Objectives
where do we need to go?
Strategy
how do we get there?
Tactics
Details of Strategy
Action
what is our plan?
Control
How did you do?

3. SITUATION ANALYSIS

4. 5Cs Analysis
1.Company Analysis
2.Competitors Analysis
3.Customers Analysis

5. Cs Analysis
1.Company Analysis
Analysis on the online presence of the company
____ Moderation
____ Content
____ Design

6. 1. Response Rate
2. Response Time
3. Requests and Inquires
4. Spam
1.Company Analysis _ Moderation
Cs Analysis

7. 1.Company Analysis _ Moderation
Cs Analysis
1 ) Response Rate: 44%
It’s mean not replay on 66 % from message on page

8. 1.Company Analysis _ Moderation
Cs Analysis
Our Recommendation :
It’s very easy to solve it this issue, from message >> inbox >> chose unread
and replay on unread message

9. 1.Company Analysis _ Moderation
Cs Analysis
2 ) Response time: within day

10. 2) Response time: Our Recommendation
Under Messaging on your Facebook Page, you need to choose
how quickly you think you can respond to Messages to your Page.
I think it’s tempting to choose something really aggressive like
‘Typically replies in minutes’, but if you are unable to uphold that
standard, Facebook will automatically take the Page back to the
‘Automatically show your average response to messages’.
Choosing the Automatic option – at least initially – will help you to
best determine what typically your real response time is. It looks like
this on your Facebook Page
1.Company Analysis _ Moderation
Cs Analysis

11. 2) Response time: Our Recommendation
1.Company Analysis _ Moderation
Cs Analysis

12. 2) Response time: Our Recommendation
1.Company Analysis _ Moderation
Cs Analysis

13. 1.Company Analysis _ Moderation
Cs Analysis
3) Requests and Inquires: Not replay on all inquires from customer

14. 1.Company Analysis _ Moderation
Cs Analysis
4) Complains: Not replay on all inquires from customer / Not handle Complains

15. 1.Company Analysis _ Moderation
Cs Analysis
5) Spam ads: it’s spam in comments on Facebook page

16. 1.Company Analysis _ Moderation
Cs Analysis
Go Through Each Campaign
The process is listed below:
1. Choose the post
2. change top comment to most recent
3. review the comments
4. If there are comments.
5. Remove spam as needed " click in right comment
choose hide than you can choose block"
5) Spam ads: Our Recommendation

17. 1.Company Analysis _ Content
Cs Analysis
1) Direction :
1. Engagement (Informative)
2. Awareness ( Product )
Our Recommendation
70 % from content (branding &Add value)
20 % Share
10 % Promotional & Selling

18. 1.Company Analysis _ Content
Cs Analysis
2) Type of Posts : Photos

19. 1.Company Analysis _ Design
Cs Analysis
Design Simple and look a good but we prefer to back to review
Facebook Cover size from here: https://www.facebook.com/PagesSizesDimensions/

20. 1.Company Analysis _ Design
Cs Analysis
Design Simple and look a good but we prefer to back to review
Facebook Cover size from here: https://www.facebook.com/PagesSizesDimensions/

21. 1.Company Analysis _ Instagram
Cs Analysis
Please check Instagram icon on Website!
http://www.alaindairy.com/EN/Pages/HomePage.aspx

22. 1.Company Analysis _ Twitter
Cs Analysis
Please check the Website URL and Instagram account! It’s open
wrong website and Instagram account

23. 1.Company Analysis _ Summary
Core Message
Value of Milk
Typical Calls To Action
Product awareness
Frequency
15 – 17 post per
Month
Type of Posts
Photo
Type of Content
Engagement
Product awareness
Cs Analysis
Gap
1. No Clear direction for
content.
2. There are not relationship
with users ( Engagement)
3. The social attention span is
tiny and your responses
aren’t only for the initial
reviewer but for future
consumers. Don’t kill the
mood.

24. 5Cs Analysis
2.Competitors Analysis
0
20,000
40,000
60,000
80,000
100,000
120,000
49,232
104,659
Total Likes
AlAin Dairy UAE Alrawabi Dairy uae

25. 5Cs Analysis
2.Competitors Analysis
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
1,713
3,597
Total Followers
AlAin Dairy UAE Alrawabi Dairy uae

26. 5Cs Analysis
2.Competitors Analysis
2,060
2,080
2,100
2,120
2,140
2,160
2,180
2,200
2,220
2,240 2,225
2,123
Total Followers
AlAin Dairy UAE Alrawabi Dairy uae

27. 5Cs Analysis
2.Competitors Analysis
0
5,000
10,000
15,000
20,000
25,000
21,424
10,685
Total Followers
AlAin Dairy UAE Alrawabi Dairy uae

28. 5Cs Analysis
2.Competitors Analysis
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,066 348
356,859
1,101,540
AlAin Dairy UAE Alrawabi Dairy uae
Subscribers 1,066 348
Views 356,859 1,101,540

29. 5Cs Analysis
3.Customers Analysis _ GCC
Total Populations
32 Million
Internet Users
20 M
Face book Users
12 M
Saudi
Arabia
Total Populations
9.2 Million
Internet Users
8.5 M
Face book Users
8.5 M
UAE
Total Populations
2.2 Million
Internet Users
2.1 M
Face book Users
2 M
Qatar
Total Populations
4 Million
Internet Users
3.2 M
Face book Users
2.2 M
Kuwait

30. Strength
Brand Name
Low Competitors
Weakness
Few likes and shares
Reduced fan engagement
Opportunity
Online Advertisement
Feedback from customer
Influencers
Competitions for Customers
Threats
Declining customer retention
( Customer loyalty).
Poor online reputation
(Twitter, Instagram)
SWOT
SWOT Analysis

31. TOWS Matrix
Opportunities Threats
Strengths Brand Name - Online
Advertisement
Low Competitors - Influencers
Few likes and shares
- Brand Name
Weakness Reduced fan engagement -
Competitions for Customers
Declining customer retention
( Customer loyalty) - Reduced
fan engagement
Few likes and shares - Poor
online reputation
(Twitter, Instagram)-

32. OBJECTIVES

33. OBJECTIVES
Social Goals
• Increase Exposure
• Increase Engagement
• Develop Loyal Fans
• Informative
• Branding
• Increase Sales
Business Goals

34. Objectives Setting
5Ss Model
1. Sell – Grow your sales
2. Serve – Add value to customers
3. Speak – Get Closer to customers
4. Save – Reduce Costs
5. Sizzle – Extend your Brand online

35. Objectives Setting
Competitors Analysis
Current situation
Competitor
(Alrawabi)
Objective
Online Presence •Website •Website
Social Media •FB +I nstagram
+Twitter +LinkedIn
+YouTube
•Facebook has
50,000 fans
•FB ,Instagram ,twitter,
LinkedIn, YouTube
•FB has around
104,659 fans
•Acquire 100,000
Fans
Digital Ads •Campaign per
month
____________ •Start Always on
Campaign

36. Main Objective
Building a strong online presence
By using a new technique and
increase transactions
The main objective during the upcoming phase is (3 – 6 Month ):

37. STRATEGY
DEVELOPING

38. Market
Penetration
Strategy
Product
Development
Strategy
Market
Development
Strategy
Diversification
Strategy
ANSOFF Matrix Product
Market
NewExisting
ExistingNew

39. ANSOFF Matrix
Product Development
Digital Channels can help a company to create new products
and services targeted at its existing markets to achieve growth.
This can be accomplished by:
(I) Build Branding and awareness
(II) Increasing Engagements.

40. Segmentation
Targeting
Positioning
STP

41. Segmentation
oGeographic
•UAE
• Ras al-Khaimah
• Sharjah
• Abu Dhabi
• Umm al-Quwain
• Ajman
• Dubai
• Fujairah
oDemographic
•Class : A, B and B+
•Gender : Female / Male
•Age : 23 – 50
oTechnological
• Devices Type :
Mobiles : I phone, Samsung, Sony, HTC, OPPO, Haweui

42. Targeting
Buyer Persona
May
UAE
24
I phone
Dubai
Class A
married
new
Noha
UAE
29
SAMSUNG
Sharjah
Class B
House Wife
Soha
Egypt
34
I Phone
Abu Dhabi
Class B
Teacher
3 kids
Nief
UAE
25
Class B
Dubai
I Phone
Sales
GYM
Ghon
India
40
Class B
Dubai
Live alone

43. Positioning - Selling Proposition
Market Mapping
Al Ain Dairy for all family
Al Ain Dairy to build the heroes
OR

44. Tactics

45. Tactics
Channels
1. Facebook
2. Instagram
3. Twitter
4. YouTube

46. Tactics
Channels
1. Create Content Direction for social media channel
•70 % from content (branding &Add value)
•20 % Share
•10 % Promotional & Selling
2. Set Content Schedule per week
3. Increase Engagement
4. Built Customer loyalty
5. Create Social Media ads to develop the relationship with customer
6. Response time to customer on social media within 10 minutes

47. Content Sample

48. Tactics
Tone of Voice
Persona: Semi Formal Tone: Direct & Honest
Language: Friendly Proposal: Engage
Social Media
Brand Voice

49. Tactics
Type Of Content
• Branding :
1. Why Al Ain Dairy (Branding)
2. Products awareness
1) Dairy Products
2) Juice Products
3) Camelait Products
• Engagement
1. Offers
2. Tips
3. Competitions
4. Informative

50. Tactics
Content Schedule
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
Week 1 Dairy
Products
Tips Branding Competitions Informative
Week 2 Juice
Products
Tips Branding Informative
Week 3 Camelait
Products
Tips Branding Competitions Informative
Week 4 Offers Tips Branding Informative
16 – 20 Post Per Month

51. Content on design :
#For_Better_Life
Design : Please put the logo and
hashtag on Photo
Caption :
‫فترة‬ ‫خالل‬ ً‫ا‬‫يومي‬ ‫اللبن‬ ‫من‬ ‫فقط‬ ‫واحد‬ ‫كوب‬ ‫شرب‬ ‫إن‬
‫للطفل‬ ‫جيد‬ ‫هو‬ ‫إنما‬ ،ِ‫لك‬ ‫بالنسبة‬ ‫فقط‬ ‫جيد‬ ‫ليس‬ ‫الحمل‬
‫بأن‬ ‫البحث‬ ‫ويبين‬ ،ً‫ال‬‫طو‬ ‫يزداد‬ ‫ألن‬ ‫يساعده‬ ‫فإنه‬ ،ً‫ا‬‫أيض‬
‫ابنك‬ ‫طول‬ ‫فى‬ ‫يؤثر‬ ‫أن‬ ‫يمكن‬ ‫الحمل‬ ‫أثناء‬ ‫اللبن‬ ‫شرب‬
‫البلوغ‬ ‫مرحلة‬ ‫خالل‬ ‫وحتى‬ ،‫المراهقة‬ ‫سنوات‬ ‫خالل‬.
Tactics – Informative
1st Post

52. Content on design :
#For_Better_Life
Design : Please put the logo and
hashtag on Photo
Caption :
Weight Loss
Studies have proven that women
who drink milk daily are more likely
to lose weight than women who
do not drink milk. If you’re in
search of a healthy snack, or
fulfilling appetizer, drink a glass of
milk. It’s also recommended that
you have a glass during dinner or
when eating fruit.
Tactics – Informative
2nd Post

53. Content on design :
#For_Better_Life
Design : Please put the logo and
hashtag on Photo
Caption :
‫امهضم‬ ‫معلية‬ ‫حيسن‬ ‫نلنب‬‫ا‬
‫كبات‬‫ر‬‫م‬ ‫ىل‬‫ا‬ ‫امطعام‬ ‫حتطمي‬ ‫خالمها‬ ‫يمت‬ ‫اميت‬ ‫امعملية‬ ‫هو‬ ‫امهضم‬ ‫ن‬‫ا‬
‫امتطاضها‬ ‫من‬ ‫اجلسم‬ ‫متكن‬‫مي‬ ‫ضغر‬‫أ‬.‫نسان‬‫ال‬ ‫يتناول‬ ‫وعندما‬
‫كعرس‬ ‫معاء‬‫ل‬ ‫يف‬ ‫مشالك‬ ‫يسبب‬ ‫مما‬ ‫هضمه‬ ‫يطعب‬ ‫ثقيل‬ ‫طعام‬
‫سهال‬‫ال‬ ‫و‬‫أ‬ ‫مساك‬‫ال‬‫و‬ ‫امبطن‬ ‫يف‬ ‫ات‬‫ز‬‫امغا‬ ‫تشلك‬‫و‬ ‫امهضم‬.‫نلنب‬‫ا‬‫و‬
‫املشالك‬ ‫من‬ ‫اجلسم‬ ‫وختلص‬ ‫امهضم‬ ‫معلية‬ ‫تسهل‬ ‫اميت‬ ‫غذية‬‫ال‬ ‫من‬
‫تقوم‬ ‫محيدة‬ ‫بكترياي‬ ‫عىل‬ ‫حيوي‬ ‫نلنب‬‫ا‬ ‫ن‬‫ل‬ ‫اخملتلفة‬ ‫امهضمية‬
‫جيد‬ ‫بشلك‬ ‫امطعام‬ ‫هضم‬ ‫عىل‬ ‫ابملساعدة‬.
Tactics – Informative
3rd Post

54. Content on design :
#For_Better_Life
Design : Please put the logo and
hashtag on Photo
Caption :
Muscle Growth
Milk is also great at improving
muscle growth. This is due to the
protein found in milk. Many
athletes drink milk following a
workout, as it provides the body
essential nutrients needed to
recover. In addition, milk helps to
prevent muscles soreness and
replenishes the fluids that were lost
during physical activity.
Tactics – Informative
4th Post

55. Content on design :
‫ليوم‬_‫ملئ‬_‫بالطاقة‬ #
Design : Please put the logo and
hashtag on Photo
Caption :
‫بالطاقة‬ ‫فطورغنية‬ ‫وجبة‬ ‫مع‬ ‫يومك‬ ‫أبدا‬
‫أو‬ ‫المثالي‬ ‫الصباح‬ ‫كوكتيل‬smoothie
‫نصف‬ ‫الخالط‬ ‫في‬ ‫نضع‬ ،‫أطول‬ ‫لوقت‬ ‫بالشبع‬ ‫للشعور‬
‫الدسم‬ ‫خالي‬ ‫اللبن‬ ‫من‬ ‫كوب‬+‫الفاكهة‬ ‫من‬ ‫حصة‬
‫الموسمية‬(‫فراولة‬ ‫حبات‬ ‫أو‬ ‫موز‬ ‫حبة‬ ً‫ال‬‫مث‬+ )‫ملعقة‬
‫الماء‬ ‫من‬ ‫القليل‬ ‫نضيف‬ ‫ان‬ ‫ويمكننا‬ ،‫الشوفان‬ ‫رقائق‬ ‫من‬
‫عسل‬ ‫وملعقة‬ ‫البرتقال‬ ‫عصير‬ ‫من‬ ‫كوب‬ ‫نصف‬ ‫أو‬
‫للتحلية‬ ‫صغيرة‬.‫كوب‬ ‫في‬ ً‫ا‬‫بارد‬ ‫المزيج‬ ‫يقدم‬.
Tactics – Tips
5th Post

56. Content on design :
‫ليوم‬_‫ملئ‬_‫بالطاقة‬ #
Design : Please put the logo and
hashtag on Photo
Caption :
‫بالطاقة‬ ‫فطورغنية‬ ‫وجبة‬ ‫مع‬ ‫يومك‬ ‫أبدا‬
‫والقرفة‬ ‫الشوفان‬
‫مع‬ ‫الشوفان‬ ‫من‬ ً‫ا‬‫كوب‬ ‫نطهو‬ ‫وسريع‬ ‫ساخن‬ ‫لفطور‬
‫يغلي‬ ‫وعندما‬ ‫العسل‬ ‫من‬ ‫وملعقة‬ ‫الدسم‬ ‫خالي‬ ‫الحليب‬
‫الناعمة‬ ‫القرفة‬ ‫من‬ ‫ملعقة‬ ‫فوقه‬ ‫ونرش‬ ‫نسكبه‬ ‫المزيج‬
Tactics – Tips
6th Post

57. Content on design :
‫ليوم‬_‫ملئ‬_‫بالطاقة‬ #
Design : Please put the logo and
hashtag on Photo
Caption :
‫بالطاقة‬ ‫فطورغنية‬ ‫وجبة‬ ‫مع‬ ‫يومك‬ ‫أبدا‬
‫والمكسرات‬ ‫بحليب‬ ‫أرز‬:
‫الـ‬ ‫طبقي‬ ‫إن‬«‫بحليب‬ ‫رز‬»‫أنهما‬ ‫أساس‬ ‫على‬ ‫معروف‬
‫يصلحان‬ ‫أنهما‬ ‫الحقيقة‬ ‫لكن‬ ‫الطعام‬ ‫وجبات‬ ‫بعد‬ ‫للتحلية‬
‫بالكالسيوم‬ ‫غنية‬ ‫فطور‬ ‫كوجبة‬.‫على‬ ‫يحتويان‬ ‫إنهما‬
‫خالي‬ ‫الحليب‬ ‫معهما‬ ‫نستعمل‬ ‫أن‬ ‫شرط‬ ‫الناعم‬ ‫األرز‬
‫بالمحلي‬ ‫استبداله‬ ‫أو‬ ‫السكر‬ ‫من‬ ‫والقليل‬ ‫الدسم‬
‫الصناعي‬.‫غير‬ ‫النيئة‬ ‫المكسرات‬ ‫جانبهما‬ ‫إلى‬ ‫ونضيف‬
‫االخضر‬ ‫الفستق‬ ‫استعمال‬ ‫ونفضل‬ ‫المحمصة‬.
Tactics – Tips
7th Post

58. Content on design :
‫ليوم‬_‫ملئ‬_‫بالطاقة‬ #
Design : Please put the logo and
hashtag on Photo
Caption :
‫بالطاقة‬ ‫فطورغنية‬ ‫وجبة‬ ‫مع‬ ‫يومك‬ ‫أبدا‬
‫والزبيب‬ ‫الذرة‬ ‫رقائق‬
‫من‬ ‫المصنوعة‬ ،‫الذرة‬ ‫رقائق‬ ‫من‬ ‫كوب‬ ‫نصف‬ ‫إن‬
‫األلبان‬ ‫حليب‬ ‫من‬ ‫كوب‬ ‫مع‬ ،‫النخالة‬ ‫أو‬ ‫الكاملة‬ ‫القمحة‬
‫تشكل‬ ‫والزبيب‬ ‫الجوز‬ ‫أو‬ ‫اللوز‬ ‫إلى‬ ‫باإلضافة‬ ‫العين‬
‫المضادة‬ ‫والمواد‬ ‫بالكالسيوم‬ ‫ومميزة‬ ‫سريعة‬ ‫وجبة‬
‫لألكسدة‬.
Tactics – Tips
8th Post

59. Content on design :
Al Ain Dairy, to build the heroes
Design : Please put the logo and
write Al Ain Dairy to build the
heroes on Photo
Caption :
‫ألبان‬‫لبناء‬ ‫العين‬‫االبطال‬
Tactics – Branding
9th Post

60. Content on design :
Al Ain Dairy, to build the heroes
Design : Please put the logo and
write Al Ain Dairy to build the
heroes on Photo
Caption :
‫االبطال‬ ‫لبناء‬ ‫العين‬ ‫ألبان‬
Tactics – Branding
10th Post

61. Content on design :
Al Ain Dairy, to build the heroes
Design : Please put the logo and write
Al Ain Dairy to build the heroes on
Photo
Caption :
‫االبطال‬ ‫لبناء‬ ‫العين‬ ‫ألبان‬
Tactics – Branding
11th Post

62. Action

63. Channel Activity Jan Feb March Apirl
Facebook 100,000 Fan
Content, Moderation
Instagram 10,000 follower
Content, Moderation
Twitter 10,000 Follower
Content, Moderation
SEM Create Google Adwords
campaign for YouTube
Channel
Social Media Ads Create ads on FB, Instagram,
Twitter
Action
Action Plan
Noted : LinkedIn We Can target Professional People on LinkedIn by Job title
and companies

64. Media Mix Model
Channel Budget %
Cost Per
Engagement
KPI Jan Feb March
Facebook 5000 41% 0.05 $ 100000
Instagram 1000 9% 0.05 $ 20000
Twitter 1000 9% 0.05 $ 20000
YouTube 5000 41% 0.05 $ 1000000
Views
Action
Action Plan

65. Behind the amount required

66. theguardian.com Media Facebook
Resources: https://www.theguardian.com/technology/2017/oct/23/facebook-non-promoted-posts-news-feed-new-trial-publishers
https://media.fb.com/2017/10/23/clarifying-recent-tests

67. Control

68. Measure Reach Act Convert Engage
Brand
Measure
1. Number of Likes
2. New Subscribers
1. % Product
interactions
2. Video time
1. Reach
Volume
2. Clicks Volume
 Repeat Watch
 Engagement
Content
Performance
Measure
1. Share of
audience
2. Fan volumes
Page engagement
rate
Download sign up
and conversation
rate by
engagement tool
• Active
customers
• CTR
Commercial
Measure
1. Cost per Click
2. Cost per Views
3. Brand Awareness
1. Cost per
Engagement
2. Customer
satisfaction
1. Conversation
rate to sale
2. Average
order value
3. Channel
conversation
rate
•Retained sales
growth and
volume
•Revenue per View
•Revenue per
channel
Control

69. Thanks