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Social Networking Marketing Plan Detailed Design Document

Designer: Takako Kobayashi

Project Name: EyeObserve Social Networking Marketing Plan

EDT 593
Spring 2016

Executive Summary
EyeObserve is a new iOS mobile application (APP) designed to help instructional coaches (ICs)
offer more effective feedback on their collaborating teachers performances. Since APP will be
available soon to the market, the goal of this marketing plan is to promote the sale of APP. As
the primary marketing strategy, various social media platforms have been used by Kimberly
Purcell and Takako Kobayashi, two Instructional Designers (IDs) of this applied project. A
formative evaluation of this marketing plan will be conducted to improve the quality.

Project Overview
EyeObserve is designed by Dr. Gary Bitter, Professor of Educational Technology in the Mary Lou
Fulton Teachers College at Arizona State University (ASU). ASU is the largest post-secondary
institution in the State of Arizona. The mission of ASU is to strive to provide the students with
outstanding educational experiences with the goal of enhancing the local impact and social
interaction. With that is mind, ASU aims to contribute to social changes locally as well as
globally through students learning. With this applied project, the goal is to promote locally and
globally a valuable product that will help construct more efficient and effective instructional
coaching process through social media. EyeObserve (APP) will be introduced as a new iOS app
into the Apple market. The main beneficiaries of APP will be people who take their
responsibility as instructional coaches (ICs) to provide their collaborating teachers with
feedback on their instructional performances. Designing a marketing plan using social media
such as YouTube, Twitter, and Facebook will promote APP sale.

Intended Audience Population

Intended audience population can be categorized into two possible client groups. The first type
refers to actual users of APP such as ICs and classroom teachers in educational institutions. The
second group is social media experts for the educational technology field who can promote the
sale of APP via social media. The sample population that IDs have been in contact with includes:

Team leading teachers (instructional coaching position) in Global Launch and staffs at

Candidates and faculty in Teaching English to Speakers of Other Language program at

Middlebury Institute of International Studies at Monterey

ICs, classroom teachers, educational associations who have registered their social media

Social media experts

Those individuals and organizations engaging in social networking are the primary customers
for this social networking marketing plan.

Social Networking Marketing as Promotion Strategy

This social networking marketing plan has been implemented as the primary promotion
strategy of APP. According to Corcoran (2009), there are three kinds of social media: owned
media, paid media, and earned media (Figure 1). This marketing plan consists of two stages.
First, IDs focuses on using owned media and paid media/paid media features provided in
owned media (e.g., display ads in Facebook) to introduce and promote the sale of APP to
prospective users and social media experts. Once those intended audience identified above
install APP and share their comments through their social media platforms, earned media will
function as another primary source to promote APP sale.

Figure 1. Types of social media

Li and Bernoff (2008) identified seven categories of behaviors performed by users in the social
media (Figure 2). They are: creators, conversationalists, critics, collectors, joiners, spectators,
and inactives. As the major responsibility in this marketing plan, two of IDs has primarily
worked on being creators as well as conversationalists in order to interact with intended
audience in social media.
Regarding the content in various social media platforms, there are several approaches based on
individual experiences as well as recent research. They are listed as following:

Posting pictures and videos

Using # (hash tag) feature

Posting multiple times

Writing attractive headlines

Reframing content instead of repeating the same one

Two IDs will continue develop skills in updating content and connecting with intended audience
through social networking.

Figure 2. Categories of behaviors in social media

Implementation Activities

Person Responsible

Completion Date

Register various social media accounts identified Kimberly Purcell

Takako Kobayashi

2/24/16 present

Keep updating the contents in the social media

Kimberly Purcell

2/24/16 present

(Updated content examples are included in


Takako Kobayashi

Implement a formative evaluation of the

effectiveness of this marketing project

Kimberly Purcells

3/21/16 4/10/16

Takako Kobayashi

Social Networking List

The following is the list of social media platforms that two IDs have used for this marketing





Wordpress Website
LinkedIn Group page

Critical Numbers
Analytic data from our social media platforms (Twitter, Wordpress, and YouTube) are shown in
the following tables. As identified below, our tightly focused content updating efforts will yield
more serious leads, and that a greater percentage of these serious leads will be converted into
clients by our style of business and the quality of our work.
Twitter (last 28 days)

Wordpress (last two months)

Tweets Profile visits Mentions Follower









YouTube (last 28 days)


Watch time (minutes)

Updated content examples