Jesse Abimbola, M00277641
Aim
In order to develop a successful social networking plan, I must first know what social media is. Social media defines the activities that integrate technology, social interaction and the sharing of words, images, video and audio. [1] Social media is consumer-driven, transparent, engaging, inclusive and sincere. The aim of the social network plan is to increase the brand awareness of the new “Ki” energy drink among children (between the ages of 5 years old and 16 year olds). I will reach my aim by using social media such as Facebook, to promote awareness of the product.
I will use Facebook, Twitter and YouTube as a medium of social media, to promote the energy drink.
Target Audience
Today the majority of energy drinks are targeted at teenagers and young adults between the ages of 18 to
34, due to this generation’s on-the-go lifestyle and receptiveness to advertisements for these types of products (Lal, 2007). Research found that about one-half of college students consume at least one energy drink per month in the hope to increase their energy level, to compensate for lack of sleep or to mix with alcohol (Miller, 2008).
Target Demographic: 5 to 16 year old males and 18 to 34 year old males, who live active lifestyles.
The consumption of the Ki energy drink is age restricted. Young children below the age of 5 years old are not suitable to drink this energy drink as the caffeine content might be harmful to their health. I will be trying to attract a new age group of target audience; children between the ages of 5 to 16, who live an active lifestyle or lack the energy to have an active lifestyle.
The Ki energy drink is mainly targeted at young children and teens because of its lower content of caffeine than other energy drinks out there. But it does not mean that older age groups cannot drink it.
People who do not want large amounts of caffeine in their energy drink will be attracted to this product.
Target Psychographics
They could be best described as experiencers who want a product that will help maintain their high paced and impulsive lifestyles. In an energy drink they are looking for a product that gives them the boost they need to participate in sports, outdoor recreation and various other social activities.

Jesse Abimbola, M00277641
Strategy
To reach my target audience, I will create a fan page for the Ki energy drink on Facebook and Twitter, which are currently the two most popular social media sites. I will also promote the product though the use of YouTube. I will need to establish a goal before I use the social networking sites. The goal needs to be specific about what I want to do, which is to sell the products, and gain new customers.
Setting up a Facebook page
The main aim of the Facebook fan page is to build up the fan base. The Ki energy drink will have its own fan page, where people can like it, comment on it, leave reviews and view its promotional adverts. I would encourage people to like the product page by offering incentives such as discounts on the product or giving away free samples of the drink for the first 100 likes. I could also create engaging content that would generate interest on the product and drive traffic to the product page. The product page will include contents such as quizzes and surveys about the energy drink industry.
Setting up a Twitter page
The main aim of the Twitter page is to attract followers. I will create an account on Twitter for the Ki energy drink and promote it by attracting followers. Since Twitter only allows 140 characters in the message box, I will come up with brief messages that describe and promote the product. Another thing I could do is to follow people, brands and companies that might be interested in the product. The more people I follow, the more followers I have a chance of attracting.
Using YouTube
People watch millions of YouTube videos every day. I will make a promotional video about the product that will serve as an advertisement, that can potential go viral, which means it gets forwarded and viewed by different people.
To reach my target audience I will have to promote the product via social media website such as
Facebook and YouTube.
Resources and Budget
Social media, such as Facebook and Twitter is free. Promoting the energy drink via social media will not have a cost.

Jesse Abimbola, M00277641
To make the promotional video, no one will be required as the video will be animation. Cost of advertising the promotional posters and video advert on social networking sites like Facebook, YouTube,
Twitter is £200 each.
Table detailing individual costs.
Items
Online advertisement
Hard-copy posters
Quantity
100
Cost
£200
£249
Description
(Facebook, YouTube, Twitter)

Standard Fly Poster
1
1
£2500
£3000

Full color, edge to edge digital printing.

Revolutionary waterproof and
UV-stable dry toner (ink will not run or fade).

Weatherproof for 6+ weeks
(when using fly poster glue).

Ideal for nightclubs, festivals, bars, gigs, events, theatres and point of sale.
Free Samples of Ki energy drink
Hire Animator
Hire a marketing consultant
50 £1 *50 = £50
Ki Energy Drink S.W.O.T (Strengths. Weaknesses. Opportunities. Threats)
SWOT analysis is a method or a structured plan used to evaluate the strengths, weaknesses, opportunities and threats of a business; its resources and environment. [2]

Jesse Abimbola, M00277641
Strengths

Strong product line with two varieties; one for adults and one for children.

A unique brand name.
 A distinctive “Fanta” taste.

Cheap

Low Caffeine.

Energizer
Weaknesses

Decreasing market share.

Use of marketing tactics already dominated by others (extreme sports sponsorships, UFC etc)

Brand name

Consumer awareness

Low marketing budget
Public Relations using Social media
Opportunities

Continued growth in the energy drink sector.

Use of social media and online tactics appeal to the target.

The use of cartoons/anime to appeal to a new group of younger (ages 5 to 16) targets.

Introduce new marketing tactic with children cartoons/anime

Generate buzz around the product through the use of unique promotions.

Encourage parents to buy their children the Ki Energy drinks.

Create a relationship with a new age group of consumers (ages 5 to 16).

Increase awareness about effects of too much caffeine on children’s health.
Threats

Continuously growing competition.

Concerns over health impacts.

Other brands such as Red Bull and
Monster’s continue to dominate the energy drink market.

Cheaper alternatives
I uploaded the Ki energy drink promotional poster on Facebook, to see how the public audience views the product. The poster got a few likes and the comments that people made were positive.
Some of the positive comments were about the design of the can and the design of the poster itself. Below are screenshots of the comments people left on the promotional poster. To attract more viewers on the social media sites, I will need to encourage comments and conversations about the product. Encourage comments and conversation is a good way to attract engagement.
Also, responding to every comment would increase the number of the comments for each post. It not only shows potential readers that people are interested in the information, it shows that you care about your content and your readers.

Jesse Abimbola, M00277641
Evaluation
A simple summary of what you intend/aim to achieve through promoting your product via the social networking websites you have chosen.
Since the Ki energy drink has many competitors in the market, I have to make sure the public is very much aware of the product. Thus I plan to use social media sites (which include Facebook, Twitter and
YouTube) as a promotional scheme to create awareness of the product. My other aim for this product is to increase awareness about effects of too much caffeine on children’s health and to encourage parents to buy Ki Energy drinks for their children. The different promotional advert will gain consumer attraction especially children.
Promoting the product’s Facebook pages, Twitter page and YouTube channel means that it will be viewed by different types of people and they will likely share it with their friends and family if they like it. Even with a small amount of followers, you should encourage them to share the promotion so it reaches a much larger audience. The promotion will have to be visual and interesting. Social media sites are very popular with everyone, people sometimes spend hours on it and that is the reason why it is the best way for my product to get recognition.

Jesse Abimbola, M00277641
1.
ifPeople, April 21, 2009, Developing a Social Media Plan, http://www.slideshare.net/ifPeople/developing-a-social-media-plan-1323287
2.
SWOT Analysis, Discover New Opportunities, Manage and Eliminate Threats, http://www.mindtools.com/pages/article/newTMC_05.htm