Marketing Plan: Social Media For

The Sparks Foundation( TSF)

What is Sparks Foundation?

The Sparks Foundation is a non-profit organization which was founded in 2016. With Singapore as main hub and India as sub hub, gathering students from all around the world and bringing a diverse work culture in action.

The sparks foundation is working to bring parity in education, making sure children have equal opportunity at success, irrespective of the financial background.

Mission and Vision Statement

Our Vision Statement

A world of enabled and connected little minds, building future.

Our Mission Statement

To inspire students, help them innovate and let them integrate to build the next generation humankind.

Programs Offered By TSF

• Student Scholarship Program
• Student Mentorship Program
• Student SOS Program
• Student Externship Program
• Corporate Program

What is Social Media Marketing Plan?

A social media plan, in other words a social media strategy, is ultimately an insightful summary of everything you plan on doing and hope to achieve on your social media profiles.

Social media marketing is the use of social media platforms to connect with your audience to build your brand, increase sales, and drive website traffic. This involves publishing great content on your social media profiles, listening to and engaging your followers, analyzing your results, and running social media advertisements.

The major social media platforms (at the moment) are Facebook, Instagram, Twitter, LinkedIn, Pinterest, YouTube, and Snapchat.

Nothing provides better proof than numbers and statistics.

• 55% of the World’s population are users of social media.
• Facebook is the most widely used social media platform.
• On average, people spend about 2.5 hours per day on social media.
• In the United States, people aged 18–29 years make up the biggest percentage of social media users.

How TSF can execute marketing plan for maximum benefits?

Setting up a well thought-out strategy for your business in terms of its social media presence is highly beneficial. Below I have discussed the social media marketing plan to help TSF to achieve their goals.

1) Define your starting point.

Before you come up with a proper social media plan, take a closer look at your own profiles as well as those of your competitors.

• Prepare a SWOT analysis to determine the strengths and weaknesses of your business as well as the opportunities and threats it faces from the external business environment.
• Conduct a PESTEL analysis to explore and understand where you and your company stands politically, economically, socially, technologically, environmentally, and legally.
• Research your competitors as well as your industry and find out how your business can stand out from them to be unique.

2) Specify your target group.

Targeting the correct audience would include the consideration of some essential factors such as age, geographical location and educational level. The main target audience of TSF is the younger generation of students and freshers who have recently graduated.

3) Set the objectives.

set SMART goals

The goal of TSF is to help students and college graduates to shape their dreams towards reality irrespective of their financial background. We aim to collaborate, and help students through our programs to inspire and integrate them, using innovative ways.

4) Pick the right communication channels.

Social media is so much more than just Facebook. When choosing the best platforms for your business, you should look at the benefits of each and every one of them.

How TSF can use Instagram :More than one billion people use Instagram every month, and roughly 90% of them follow at least one business. This means that, in 2021, using Instagram for business is a no-brainer. Here I mention some points which TSF should do for achieving goals.

1. Set clear bio on the Instagram page clarifying TSF’s aims and objectives.
2. Add relevant contact information and email address.
3. Create specific posts for each program.
4. Post frequently to draw the attention of target audience.
5. Add story highlights and covers.
6. Respond to comments and mentions of your business on Instagram, so users feel motivated to keep engaging with your brand.
7. Use the right hashtags.

How TSF can use Facebook :If you’re a brand hoping to thrive on social media, mastering Facebook marketing is going to be key.

More than 2.8 billion people use the platform every single month. That’s a lot of potential eyeballs on your business.

1. Optimize your profile page.
2. Share the TSF plan through posters and link.
3. Create different posts in form of photos, videos , linked content posts etc. and post them regularly.
4. Use Facebook chatbot and being supremely responsive to customer messages.
5. Quickly engage in comments and responses.
6. Engage with community.

How TSF can use LinkedIn: LinkedIn for business allows you to build credibility, create a meaningful network, and glean insider expertise from established experts in your industry. LinkedIn is a social network with nearly 240 million users. The social media network enables its members to network professionally, post and find jobs, ask and answer questions, and build thought leadership. It is the largest resource for B2B marketers to tap into.

1. Make Sure Your Profile is Current & Complete.

2. Build Your LinkedIn Company Page. The goal is to be consistently visible and valuable. It’s not about selling. You need to educate and provide useful information.

3.Focus on Growing Your Connections.

4.Publish engaging content on your company page and post content on regular basis.

5. Join or Start LinkedIn Groups. LinkedIn has a group directory that features nearly 2 million different groups.

6. Use rich media to increase engagement. Cater to your audience’s craving for visual content.

5) Metrics that we should care about- When it comes to measuring and proving your brand’s social media success, data speaks volumes — and that’s where social media KPIs come in. Social media KPIs are measurable metrics that reflect social media performance and prove social’s ROI for a business

Important social media KPIs you should be tracking

1.Awareness: Impressions & reach

Reach KPIs measure how many users come across your social channels. These users might only interact with the channel passively — reach and engagement are two different things. Think of reach as a quantity measurement — reach data demonstrates your existing and potential audience, growth over time and brand awareness.

At the post level:

• Impressions are how many times a post shows up in someone’s timeline
• Reach is the potential unique viewers a post could have (usually your follower count plus accounts that shared the post’s follower counts).

2.Engagement- The engagement rate is a metric often used to track how actively involved with your content your audience is and how effective your brand campaigns are.

• Likes, Comments, Retweets, etc.: Individual engagement metrics like a Share or a Retweet add up. In a Twitter report, you’ll see a total number of engagements per post or profile.
• Post engagement rate: The number of engagements divided by impressions or reach. A high rate means the people who see the post find it interesting.
• Account mentions: Organic mentions, like @mentions that aren’t part of a reply, or tagging a brand in an Instagram story without prompting, indicate good brand awareness.

3.Social share of voice

This metric tracks how many people mentioned your brand, compared to the number of people mentioning your competitors. Simply, it shows how relevant your brand is within your industry. You can use a social listening tool like Hootsuite to measure your own and your competitors’ mentions during a specific timeframe.

Here’s how to calculate social share of voice:

4.ROI: Referrals & conversions- social referral traffic and conversions are tied to both sales and marketing goals, and ultimately major business goals.

Referrals are how a user lands on your website. In web analytics, you’ll see them broken down into sources. “Social” is usually the source/medium you’ll be monitoring, and then it’s broken down by network.

Conversions- For TSF, what really matters isn’t how many students and freshers visit you, but how well those visitors help you achieve your goal. look for your traffic sources and the conversion rates from those different sources. Understanding how your audience responds to your site is key to improving conversion rates.

5.Customer care: Response rate & time

We’ve been pretty focused on the performance of posts and social media accounts but what about your customer’s experience with your brand? Additionally, what about your own performance? Who’s watching the social media manager to make sure they’re doing their job well and that customers are being heard in a reasonable amount of time?

This is where metrics like response rate and response time come in. They track how fast your team is responding to important messages and how many of them are actually being responded to. For multi-user accounts, you should also track how much each person is getting done.

6. Hashtag Performance- What were your most used hashtags on your own side? Which hashtags were most associated with your brand? Or what hashtags created the most engagement? Having these answers can help shape the focus of your content going forward.

Conclusion- Metrics are important because they tell if you a campaign or strategy is successful over time. We can know where the traffic is coming from to our website and which marketing platform is the most effective. Most used tool is Google Analytics , which will help us to find exact which keyword is bringing visitors and help us optimize our site so that we can attract more traffic.

Summary-If The Sparks Foundation uses a combination of various marketing strategies mentioned above I am sure we can attract more target audience and increase community engagement. These combined metrics will give you a 360º view of your social media performance.