Social Media Marketing Plan for Greggs

Social media marketing is the use of social media to promote a product‚ brand‚ or service․ As Kaplan and Haenlein (2010) explain‚ social media is used by companies to develop interactive relationships with their customers and encourage user participation․ Greggs has an established social media presence․ This is helped by humorous content‚ trending campaigns and influencer marketing tactics‚ but there are other opportunities to interact with customers and improve performance․

Social Media Marketing Objectives

Greggs should also ensure their social media strategy has specific‚ measurable‚ attainable‚ realistic‚ and timely (SMART) objectives․

Objective 1

Increase engagement on Instagram and TikTok by 20% within six months․

Objective 2

Increase downloads of the Greggs app by 15% within a year through social media․

Objective 3

Increase Generation Z customers' participation in our loyalty programme by 10% to increase repeat purchase․

The SMART goals framework‚ that is‚ goals that are specific‚ measurable‚ achievable‚ relevant and time-bound‚ is a key feature of calculated planning (Kotler et al․ 2021)․

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