SOCIAL MEDIA CAMPAIGN PROPOSAL

1. Organisational Summary

The selected company for a social media marketing campaign is MWT Property Limited. The organisation manages property and invests in real estate in NorthWestern England. The firm specialises in managing and procuring houses in multiple occupation (HMO) and single buytolet homes (MWT Property Limited, 2020). The company’s leadership believes that people in the NorthWestern region must access affordable housing options despite any situation arising in the country now and in the future. Many people, especially young adults, cannot access quality homes to own or rent due to high prices (Hoolachan et al., 2017). Their living standards are substandard due to the situation. Therefore, the firm commits to offering people with lowincome affordable housing options. After discussions with the company’s owner, we came to the conclusion that MWT Property faces significant competition from other established real estate companies like Immedilet, Domlets, and The HMO Guys (Sutrisno et al., 2020).

2. Situation Analysis

Various studies highlight the significance of micro and macroenvironmental factors affecting a company. The company in this discussion, MWT property, is affected by several microenvironmental factors as observed from discussions with staff members. The factors include the following (Sutrisno et al., 2020):

Competition: this is one of the essential microenvironment factors affecting MWT Property Limited’s profitability and performance in the market. Although competition can lead a business to significant losses, it also improves the performance of the organisation (Hoolachan et al., 2017). This observation is especially true if MWT Property Limited identifies the strengths and weaknesses of its competitors and uses the information to streamline its operations and attain a competitive advantage. Social media is currently one of the platforms that companies utilise to earn a competitive advantage through acquisition of more customers (Humphrey, 2017). One can observe the social media a battle ground due to the presence of multiple players dealing in similar products and services.

Social media engagement reveals future trends in marketing strategies as it allows firms to improve efficiency, especially in branding and market positioning (Appel et al., 2020). MWT’s main competitors are active on social media sites, especially Facebook. In comparison, Immedilet has 1345 followers, Domlet has 1900 followers, while The HMO Guys has 660 followers on Facebook (Facebook). This observation shows the need for MWT to be active on social media to gain a share of the online market, which is vast. Social media branding creates the difference between the firm and competition, considering that customers get attracted to catchy messages and brands (Waqas et al., 2021). Social media branding makes a brand stand out among others in the same industry.

Corporate resources: MWT’s main corporate resource currently is the networks it creates with investors. The company uses trade fairs and exhibitions to meet and interact with potential investors, selling the investment idea through facetoface communication (Waqas et al., 2021). Observably, the firm does not have a strong social media presence, judging from the number of followers on Facebook (4.6K followers). Its competitors actively utilise the platform to market their products and interact with potential investors without necessarily having to meet physically. Thus, they popularise their products more effectively than MWT, making it difficult for MWT to achieve a considerable market share in the real estate industry.

Supplier strength: this factor entails the functionality of MWT’s suppliers. Several studies, however, have shown a link between regular social media usage and an increased risk for a range of mental health concerns, including sadness, anxiety, feelings of isolation, and thoughts of selfharm, and suicidal ideation. Negative experiences, such as feelings of inadequacy about ones life or looks, may come from the usage of social networking sites.

Organisation: organisation is essential to attract customers to MWT’s real estate products. Clients get attracted to a disciplined and active regulating of services.

Market intermediaries: market intermediaries include internet marketing activities on platforms like Facebook, Instagram, and Twitter, among others. Considering that MWT currently has a weak social media presence, it is difficult to achieve a robust marketing campaign on social media.

Objectives

The major objectives regarding a social media marketing campaign for MWT include the following:

1. To increase the number of Facebook followers of MWT Property by 100 every week
2. To increase the attainment of an average of 100 profile views weekly.
3. Get a higher percentage of consumer participation by ensuring that at least 150 customers evaluate various MWT items each week on Facebook.
4. To turn at least a third of existing customers into brand ambassadors through sharing MWT’s Facebook messages at least two times a week in their social media pages.

Strategy

Persona: Persona refers to an idealised depiction of a MWT client in this context (Humphrey, 2017). In order to better comprehend their target customer, product managers develop personas that outline their jobs, responsibilities, goals, and behaviours. Here is a description of the hypothetical participant in this discussion:

Name: Ken

1. Age: 30
2. Occupation: office clerk
3. Household income: £25,000 per year
4. Education level: college diploma
5. Marital status: married
6. Living arrangement: lives with nuclear family
7. Bio: Ken is a family man that wants a decent home to live with his family consisting of a wife and one or two children. This customer does not have a home ownership plan but is ready to consider a suitable one based on his needs and income level. Seemingly, Ken is likely to agree to a monthly instalment plan because his income is monthly. He is cautious about spending.
8. Media consumption: Message Houses are a simple yet effective approach for ensuring that all of your groups marketing messages are consistent with one another. They may be used for a variety of purposes, including internal communications, brand positioning, special initiatives (such as events and conferences), and more. The evidences include that Ken is a heavy social media user and gets most of his updates on his social media platforms. He also connects with most of his friends on the sites. However, the proof points are that he uses social media any time he is free. Facebook is the social media of choice for Ken as per his sayings. Thus the considered support is that, he is likely to encounter MWT’s marketing messages on the platform.

Campaign messages: MWT’s main marketing message is ‘customer satisfaction is the ultimate goal’ (MWT Property Limited, 2020). The message is attractive due to its simplicity and clarity. The marketing message relates to Philip Kotler’s theory of customer satisfaction (Kotler, 2017). It asserts that customers perceive their experiences with brands and products based on their conscious and unconscious comparisons of the experiences and expectations of the products. The message creates awareness regarding the suitability of the company’s products. It involves giving the customers a pleasant experience in their home ownership journey, considering it appeals to their emotions. It influences current customers to refer other potential clients to the company’s products.

Social media strategy: MWT can utilise various social media platforms to reach its client timely despite geographical distance. Various strategies suitable for achieving a pleasant social media presence include using brand ambassadors, creative content marketing, using chatbots to gain more followers, creating personalised experiences for specific customers, establishing a permanent social media presence, and creating online payment mechanisms to facilitate online transactions (Wang & Kim, 2017). Although there are multiple social media sites, Facebook should be the most preferred. TikTok may soon supplant Instagram as the most popular social media network, according to a growing consensus. Instagram has been at the top of the list for social marketers for some time. It was the fastestgrowing, had the biggest returns on investment (which varied by industry), and was a lot of fun just to hang around on. Nevertheless, the tides are starting to turn.

Tactics

Marketing is a challenging task as it needs considerable hard work and dedication to get one’s products visible to millions of clients. Despite hard work, a company must also be smart in its marketing initiatives. It is easy to achieve smartness through social media.

Objective 1

A content marketing matrix is a crucial first step towards achieving this objective, since it gives a reason for the content development process. This matrix is a planning tool that allows you to map your content inventory and content ideation to satisfy particular consumer requirements at various phases of the buyers journey. It emphasizes the information that the buyer will find most useful dependent on where they are in the purchasing process (where they are now). The major purpose of MWTs social media accounts is to boost engagement by acquiring more followers and page views. Due to the fact that the business has a limited number of followers on Facebook, the most popular social media platform, it must acquire new followers actively. Every piece of content shared by the company on its Facebook page must be geared at either attracting new followers or keeping existing ones from leaving.

The purpose of MWTs search engine optimization strategy should be to attract new customers who are presently looking to buy or rent a house (Bhandari & Bansal, 2018). The marketing department of MWT property limited is well aware that premium real estate does not sell itself. There is a great deal of intense competition in this sector, and there are not many potential customers. If you want to maximize the efficacy of the money you spend on real estate marketing, you should priorities social media. Because social media marketing is now normal practice among real estate brokers, the growth of these platforms has benefitted the business as a whole.

Real estate agents may develop a business profile on Instagram and include calltoaction (CTA) buttons to allow clients to immediately message or email them about properties that interest them. Additionally, users may create a profile for the real estate firm.

Objective 2

The second purpose is to increase the percentage of positive consumer reviews in order to further engage current customers. Messages on social media that are tailored to match the particular needs of each individual customer may produce a high level of consumer engagement. Customers are able to submit either good or negative feedback based on their experiences with the companys products and services (Wang & Kim, 2017). The emphasis of the campaign will be on expressing themes that are relevant and significant to daily life. If you are receiving favourable feedback, it indicates that your business is moving in the correct way. Increasing consumer contact is one of MWTs top aims; hence, the company is constantly posting fresh content geared at a range of demographics.

Personalized messages have a higher likelihood of being read and replied to by the intended audience than nonpersonalized communications. Tiktok First and foremost, Facebook influencers who are willing to spread the word about MWTs campaign will be sought out, and a relationship will be formed with these influencers in order to achieve this objective (Wang & Kim, 2017). The influencers extensive follower networks guarantee that the messages will be seen by a large audience. If they so want, Facebook users who find the messages appealing may post them on their own profiles.

Objective 3

Third objective for MWT entails turning customers into brand ambassadors for its products. The way to do so is by contacting the person who you want for promotion. If the one is interested in being a brand ambassador for the firm, then contact them directly via their social media channels. Then just submit a simple note expressing your interest. Pay close attention to the kind of businesses being promoted on these websites. In this way, the clients are more likely to get attached to the brand if they have pleasant experiences in their initial encounters with its products. MWT needs to ensure all customers get fully satisfied with the products and customer service initiatives to turn them into loyal brand ambassadors. Each client segment should encounter messages relating directly to their specific needs. For instance, a small family can receive messages relating to safety of little children around the home.

Moreover, MWT should treat all customer feedback equally. Response to customer query on the platform should be timely to increase their trust in the company’s customer relations initiatives. A customers degree of trust in a certain brand is an excellent predictor of their confidence in that brand. It is a vote of confidence in the companys tendency to treat customers fairly and fulfil its obligations. The degree of customer confidence is directly proportional to the level of consumer trust in a product or service. Customers that have trust in your company are more likely to visit and spend money at your location. This will directly result in an increase in consumer advocacy, loyalty, and engagement. As a consequence, your company will be held to a higher standard, and you will attract new clients who are prepared to invest in your product or service, as satisfied customers spread the word about your company.

Action

Control

Observing the progress of MWT’s Facebook marketing campaigns is necessary to determine the campaigns’ success rates. More specifically, the company must observe the attainment rate for the identified objectives. The most suitable metrics to monitor MWT’s social media marketing performance include Ad impressions, as it entail the number of views of the company’s messages by social media users (Humphrey, 2017). MWT can track the number of views daily to observe when they are high and the customer categories viewing the advertisements. Messages must have strong calls to action to encourage users to react accordingly. Calls to action compliment a marketing message’s tone, prompting customers to react in a specific manner (Weiger et al., 2018).

A high number of impressions increases the company’s chances of making sales because the views suggest that the messages are visible to customers. Another metric to monitor the progress of social media marketing campaigns involves the number of videos and the percentage of individual videos watched at a particular time. This metric allows MWT to observe the people who watch the marketing video most of the time, their demographics, and geographic distribution. This strategy enables the firm to customise subsequent messages and avoid posting unnecessary content (Bhandari & Bansal, 2018). Tracking the percentage of individual videos watched allows the company to establish how interested the customers are in its products. MWT can determine the attractiveness of its videos and take relevant actions.

The metric also shows how relevant the videos are to clients in different customer segments. Engagement is the final metric that MWT can use to track its social media marketing campaigns. Observing the engagement rate enables the firm to observe the level of interest among users. More engagements suggest that social media users are likely to share the posts and spread the message among their social media friends. The users are also likely to offer feedback accordingly. MWT must maintain a robust social media presence to apply the identified metrics properly and obtain reliable data to improve the quality of the marketing campaigns.

References

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