CONTENT

WHAT, WHERE AND WHO ................................................................................................... 2

WHEN .................................................................................................................................... 2

WHAT AND HOW ...............................................................................................................2-3

WHY....................................................................................................................................... 3

MEASURE ............................................................................................................................. 4

REFERENCE LIST ..............................................................................................................4-5

1. What, Where and Who

Nowadays, Social Media is a primary form of communicating with the clients. The
company plans to market through using Facebook and Instagram and also based on
our e-marketing plan.

2. When

The company plans to post once a week. In case of Facebook, 86% of posts are
published during the work week with engagement peaking on Thursday and Friday.
In addition, engagement rates fall 3.5% below average for posts published Monday
through Wednesday. In correlation, the ‘Happiness Index’ on Facebook spikes by 10%
on Friday (PATEL, 2015). According to one survey result, the most people share
posting at 1pm and the most people click posting at 3pm (PASTEL, 2015). In addition,
according to SurePayroll’s survey, photos usually generate higher engagement than
video and other things. The photos get 53% more likes and 104% more comments
than average post (SurePayroll, 2014). Moreover, in case of Instagram, the best days
to post are Monday and Thursday and the best time to post is between 2pm and 3pm,
and later between 8pm and 9pm (Neidlinger, 2015). To sum it all up, the most
appropriate days and time to post are Monday, Thursday and Friday between 1pm
and 4pm and later between 8pm and 9pm. The company should choose the most
effective day to post the pictures and it should be a common day between
Facebook’s and Instagram’s. Thus, the company will post the pictures which are
relative to our company on Thursday between 1pm and 4pm.

3. What and How

The company will market its apparel through using the social media, especially
Facebook and Instagram. The company plans to post how to mix and match the
clothing and accessories and the company’s new products. In case of Facebook, the

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photos with blue and single (not multiple) colours, high lightness, a high amount of
background space, low saturation and high levels of texture can generate more likes
than opposite side’s photos (Ajani, 2014). Furthermore, shorter posts can get 23%
more interaction, and even 0-70 characters can get more interaction than 71-140
characters (Cooper, 2013). Using emoticons also increases 33% more comments, 33%
more shares and 57% more likes (Cooper, 2013). Interestingly, question posts can
get more comments, however, it gets less likes and shares (Cooper, 2013). In case
of Instagram, using hashtags can get more likes and shares (wikiHow, 2015) and if
the company links its Instagram account with its Facebook account, the company can
post the pictures only once on Instagram. It will be shared on the company’s
Facebook. Therefore, the company will usually post textured clothing photos with a
high amount of background space and low saturation on Instagram first and we are
also going to use emoticons. If the company wants to get feedback to our clients, we
will post questions.

4. Why

The company’s target customer is the age group between 18 to 30 males who live in
South Korea. According to KISDI’s 2014 research, 39.9% of South Korean use social
media and among them, 41.6% of Korean males use social media. The 74.4% of the
age group between 18 to 29 Korean males use social media and 23.4% of people
use Facebook. Korean social media users are 5% increasing than 2013. With the
spread of smartphones, the highest percentage of Korean use social media by their
smartphones, followed by desktop computers and laptop computers (KISDI, 2015).
Consequently, many people can use social media everywhere. In addition, another
research indicated that 6% of South Korean use Instagram and its users are growing
steadily (Statista, 2014). Putting two and two together, we can know that a large
amount of the company’s target customers use social media. This is why the
company is going to use social media on its marketing.

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5. Measure

When the company first start its business, its ROI will be started at 0%. The goal of
the company’s social media followers ROI is 3%. This means 70,000 followers per
approximately 2100 likes. Moreover, the company’s another ROI goal is that getting
70,000 followers per more than 50 comments in both Facebook and Instagram. The
goal comments are 0.01% of followers. In addition, the company will invest $100 per
month to advertisement including promotion and it will get revenue of $300 per month.
The company expects effectiveness of 300%. These are our company’s ROI goals.
The company will execute the marketing plan and also make contingency plans to
deal with serious situation using information which mentioned above.

6. Reference list

 Ajani, S. (2014). 6 Ways to Get More Instagram Likes -- It's Easier Than You
Think - Keyhole Blog. Keyhole Blog. Retrieved 13 January 2014, from
http://keyhole.co/blog/get-more-instagram-likes/

 Cooper, B. (2013). 7 Powerful Facebook Statistics You Should Know for a

More Engaging Facebook Page - The Buffer Blog. bufferSocial. Retrieved 23
July 2013, from https://blog.bufferapp.com/7-facebook-stats-you-should-know-
for-a-more-engaging-page
 Global.gapia.com,. (2015). Establish Internet shopping mall. Retrieved 2015,
from http://global.gapia.com/
 Korea Information Society Development Institute,. (2015). Analyse social
media's use trend and usage pattern in South Korea (pp. 8~10). South Korea.
 Neidlinger, J. (2015). Best Times To Post On Social Media (What 10 Studies
Say).CoSchedule. Retrieved 19 August 2015, from
http://coschedule.com/blog/best-times-to-post-on-social-media/

 PATEL, N. (2015). What Are The Best Times to Post on Social Media. Quick
Sprout. Retrieved 2 January 2015, from
http://www.quicksprout.com/2015/01/02/what-are-the-best-times-to-post-on-
social-media/?display=wide
 Statista,. (2014). South Korea: social network penetration 2014 | Statistic.
Retrieved 2014, from http://www.statista.com/statistics/284473/south-korea-
social-network-penetration/

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 SurePayroll,. (2014). Post, Pin & Tweet - The Best Time to Outreach
#SocialMedia. The Payroll Blog. Retrieved 29 April 2014, from
http://blog.surepayroll.com/post-pin-tweet-best-time-to-outreach/
 wikiHow,. (2015). How to Get More Likes on Your Instagram Photos. wikiHow.
Retrieved 2015, from http://www.wikihow.com/Get-More-Likes-on-Your-
Instagram-Photos