The brand has a weak social media strategy as it is not yielding the anticipated outcomes. Still, the products face challenges with branding, and they are not making the sales as expected. The brand is also not well known to the consumers, and they are facing a stiff challenge from competitors.
The target market for the brand is the young millennials that are computer literate. Microsoft is a brand that deals with the development of software that can be used in business enterprises. The use of the software requires an individual to be computer literate and be in a position to navigate through their application.
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The created consumer persona is someone who needs a custom-made product from the brand. The person has a good taste for classic and elegant things, as will make him feel expensive. Also, there is the willingness to pay whichever amount provided the product satisfies their utility. The primary identity of the persona is expensive and luxurious things.
Users are discussing the frequent updates of the brand on the various online platforms. The conversation is negative as the customers and not satisfied with the Microsoft Office frequent updates, one of Microsoft Corporation's products. The consumer's pain point is that they are paying more for the updates, and there is no new feature that enhances the quality of the product. The brand is active in two media networks, namely Instagram and Twitter. On Twitter, they have 9.2 million followers, and on Instagram, they have 3 million followers.
There are no specific days or number of times that the brand posts on the social media platform. However, a review of their last posts shows that they post on Twitter and Instagram daily and more than once in a single day. The main content they share are videos, images, articles, and advertisements related to their products. While sharing articles, they provide links to a website that has the article. Their mentions and retweets have gone up over time, implying that they are still gaining popularity. In my option, Twitter is their best platform as they have the highest number of followers. If you track their posts, it is evident that they post first on Twitter then later on Instagram. Their worst platform is Facebook, where they have the least number of followers, and they are not so actively engaged.
One of the strengths of the brand is having a reputable technology that is advanced. However, their crucial threat is competition from other technology companies such as Apple that provide the same services. The brand has a weakness in lagging innovation due to the extensive usage of its products. Lastly, they have an opportunity strategic alliance to enter into partnership agreements with other technical organizations such as Lenovo and LG.
Twitter is the leading social media platform that needs to be monitored by the brand. That is because there have many followers compared to their competitors, which provides them with the needed competitive advantage in selling their products. The following keywords should be monitored.
Competitive advantage
Market share
Trend
The leading competitor that needs to be monitored in Apple Inc. and Google. The two companies are a threat to the brand as they are in the same line of production. Also, they used the same social media platforms in the advertisement of their products.
The goals of the plan are to gain a competitive advantage. The metrics involved entail widening the target audience and increasing the number of followers (Joseph, 2015). The plan's objective is to have an advertising strategy that will capture the attention of many consumers.
The estimated totals cost is $1000. The amount will cater to the development of an advertisement costing 62% of the totals budget. 18% will cater to the posters designing for social media. The remaining 20% will be the salary and wages for the workers.
If the brand were a person, the personality would be that of an intelligent person. The brand should directly speak to the customers. The brand will elaborate on the brand through customization of the product. Friendly and professional are the two characteristics of the brand. The primary purpose is to sell. While creating the brand, the tone will be direct and personal so that ever used can resonate with the product. The language will be simple for everyone to understand the concept and content.
YouTube is the most effective social media platform for the brand. The reason for selecting the platform is because it is effective for video advertisements. The other options, such as Twitter and Instagram, are eliminated because they are not practical for a video advert. Anyone who thinks of a video thinks of YouTube.
Posting on the platform will be done daily. The campaign will run for four months so that it can be effective at the end. Everyone will be aware of the new product from the brand at the end of four months. GIF at the start in YouTube videos will be the type of media to be posted. The intention will be to reach as many people as possible.
| Monday | Launch an independent video advert |
| Tuesday | Link the video as a GIF for other videos |
| Wednesday | Break the video into section |
| Thursday | Post the first section |
| Friday | Post the second section |
| Saturday | Monitor the number of viewers |
| Sunday | Include the video in the brands YouTube Channel. |
It will be possible to know if the plan was a success by monitoring the number is viewers and comments made by users (Fidiyani, Sulistianingish & Pujiono, 2017). A key metric to be used in the entire campaign is the number if new viewers.
References
Fidiyani, R., Sulistianingish, D., & Pujiono, P. (2017) Law and Ethics of Communicating in Social Media. Jurnal Dinamika Hukum, 17 (3): 258-265.
Joseph, G. (2015). Social Media: Social Media and Internet Evidence. American Bar Association. Retrieved from Social Media: Social Media and Internet Evidence (americanbar.org). Accessed 13 February 2020.
