imc 641: social media plan for fish with kyle flyfishing guide service

Running Head: TACTICAL SOCIAL MEDIA MARKETING PLAN FOR FISH WITH KYLE 1

Social Media Plan for Fish with Kyle

Stephanie B. Marchant

West Virginia University

TACTICAL SOCIAL MEDIA MARKETING PLAN FOR FISH WITH KYLE 2

Marketing Summary

Fish with Kyle (FWK) is a fly fishing guide service owned and operated by Kyle

Burrell (Burrell). Most of the business is generated by repeat clients and their satisfied

word of mouth promotion. No other form of marketing existed until 2011 when a

website -www.fishwithkyle.com - was added to the mix.

The website is attractive and features pertinent information about Burrell. His

educational background and history as a guide present him as a formidable resource for

someone who would want to try fly fishing for the first time and, from there, become a

repeat client. There is a calendar of availability on the site which is useful in

determining when a client could go fishing. Photos of happy clients are posted which

allows visitors to identify with the experience and the potential of catching beautiful

trout.

A Facebook page was created not long after the website. However, this is the

extent of the marketing efforts behind the brand. There is not much consistent activity

or management of the page. Photographs are occasionally posted but not arranged

into any semblance of order. The page has 101 “Likes” and has “Liked” a few related

pages on Facebook but there is relatively no interaction within the Facebook platform.

This would be an area to expand upon. With over 143 billion Facebook users in the

United States, the potential to capture new clients through this channel – even in the

seemingly small pool of fly fishers – is tremendous. (Eridon, 2012)

FWK, nor its principal, Burrell, do not have a profile established on LinkedIn.

Many of its fly fishing contemporaries around the country have profiles and promote

their business through occasional updates through the site. LinkedIn is considered the

http://www.fishwithkyle.com/


world's largest audience of influential, affluent professionals in one place. Fly fishing

enthusiasts are usually financially comfortable and supportive of people within the

community. In addition to attracting new clients, having a presence on LinkedIn would

allow FWK to promote its involvement in many charitable causes and potentially led to

additional financial contributions from followers.

There is also no presence on Twitter. Twitter is a forum that could easily be

employed to maintain a social dialogue with fans of FWK. It is important to create and

contribute to conversations on social networks to capture and keep followers.

(DeMarco, 2010) This is where a company can listen to their clients long after the

personal interchange has passed. If the client is happy and they tweet about it, respond

immediately with appreciation. If the client is displeased, respond with action to resolve

the discord. Clients will become brand advocates the more a company motivates them

to do so.

The addition of a blog would round out the initial embrace of social media

channels. A blog would give FWK a dedicated space to post about news and updates

regarding the company. Unlike a website, a blog post can get news out to followers

right away. Blog posts are a great source of content to keep the social media engine

running and an excellent opportunity for Burrell to write about important topics

concerning the fly fishing community. This presents FWK and Burrell as engaged within

the community and could result in potential speaking engagements, interview

opportunities, and additional relationships with vendors within the fly fishing industry.


SWOT Analysis

Helpful

To achieving the

objective

Harmful

To achieving the

objective

Internal Origin

Attributes of the

organization

Strengths

Well known as expert

fishing guide

Likeable

Patient

Knows where fish are and

which flies to use

Weaknesses

Part of guide service so

shares in volume of trips

Guide service he works for

is mismanaged

Spends summers in

Wyoming

External Origin

Attributes of the

environment

Opportunities

Increase brand awareness

so clients call directly

Utilize social media to

expand reach

Threats

Resistance from guides

Need to embrace social

media more

The popularity of social media and free flow of information has enabled and

encouraged consumers to obtain information from each other, which they view as more

trustworthy than the information they receive from companies trying to sell them

products in the first place. (Li & Bernoff, 2011) FWK clients are talking about their

experience. FWK should be participating in the conversation.


Social Media Objectives

Brand FWK as an expert fly fishing guide service by creating social media

profiles (LinkedIn, Twitter, and WordPress) that will be updated weekly for six

months. Implement a monthly email newsletter to distribute to clients and fans.

It is reported that 78% of consumers trust peer recommendations. (Qualman,

2012) Therefore, employing a social media plan to expand the reach of FWK to

allow clients to provide feedback on their experience is recommended. Social

media profiles will be created to offer clients forum to not only comment but share

with like-minded future clients. Content will be added weekly to these forums to

maintain consistency and reinforce the reliability and expertise of Burrell.

Increase followers on social media channels (Facebook, Twitter, LinkedIn,

FWK website, and blog) by 15% in six months.

The fly fishing community is very loyal. In addition to providing a forum for

feedback, increasing followers for FWK through these social media channels

would be accomplished by encouraging clients to become brand ambassadors.

Become active on social bookmarking and news sites (Tumblr, Delicious,

Reddit, Digg, and StumbleUpon) by sharing at least two articles per day over a

six month period.

Content would be pushed to other social bookmarking and news sites. Social

networks aren’t only limited to content, they also allow people to find and share

events related to their interests. Potential customers could be reached by

sharing relevant events to people who may or may not have discovered it on their

own.


Target Audience

The target audience for Fish with Kyle (FWK) consists of beginner and

experienced fly fishermen and women. These anglers enjoy fishing in both saltwater

and freshwater, and catching everything from trout, bass and pan fish to salmon,

bluefish, and steelhead. (Reader Demographics, 2014) The profile of the average

angler is 53.4 years old, homeowner and married. They tend to have the discretionary

income that allow them to pursue their sport and purchase the necessary equipment --

such as rods, reels, fly line, flies and fly typing kits, as well as apparel. In addition,

these individuals tend to travel and enjoy other outdoors sports as well as appreciate

wildlife and the environment. (The Outdoor Foundation, 2013)

Forty-seven million Americans participated in fishing in 2012, a disproportionately

high number of new participants in 2012 were female. Fly fishing participation grew in


2012 to 6.0 million participants from 5.7 million participants the year before. Much of

the participation growth was driven by first-time participants who made up 20.5 percent

of all fly fishing participants, up from 14.4 percent in 2011. (Recreational Boating &

Fishing Foundation, 2014)

Women are one of the fastest growing demographics in the world of fly fishing

and the companies that fuel the industry have noticed. (Kryzinski, 2013) Females

represent more than 46 percent of those interested in trying fishing. (Recreational

Boating & Fishing Foundation, 2014) This audience is vastly underserved as a target

and females between the ages of 45 – 49 would be the primary focus of a social media

campaign. A secondary audience would be men between the ages of 50 – 64. The

market may still be male-dominated, but watch these numbers change in the coming

years; more ladies will be hitting the water as they are introduced to the sport.

Primary Audience: Women between the ages of 45 and 49.

Secondary Audience: Men between the ages of 50 and 64.


Strategy

While the marketing efforts of FWK are limited to repeat clients, the relationship

with them remains one-sided. Clients call when they are ready to fish. They could be

nurtured throughout the year through the use of social media.

Overall the recommendation is to shift away from a one-way conversation to a

two-way dialogue built on influence and recommendations. Today’s social media

marketing means that a simple engagement with one consumer could potentially have

global impact. As Erik Qualman states in his book, Socialnomics, “We don’t have a

choice on whether we DO social media, the question is how we DO it.”

According to Social Media Today, 71 percent of women are active on social

media and responsible for 62 percent of shares on Facebook. They are more prone to

seek out the social page of a brand and 70 percent of referrals are generated from pins

on Pinterest. (Kinsey, 2013) Sixty percent of consumers say the integration of social

media is a motivating factor in doing business with and sharing the brand. (Digital

Insights, 2013) The key to growing fly fishing followers is to introduce more people to

the sport. Once this is accomplished, brand ambassadors are established.

By taking advantage of popular social media outlets such as Facebook, Twitter

LinkedIn, and YouTube, Fish with Kyle (FWK) will be able to create deeper connections

with existing and potential clients in its primary target demographic – females between

the ages of 45 and 49 – as well as its secondary audience – men between the ages of

50 and 64.


Fly fishing takes people to beautiful places, in clean water, and they connect with

the natural world in a way that is magical. There is an explosion of interest among

women that has taken off in the last few years. (Angling Trade, 2012)

Women are the routers and amplifiers of the social web. Women are thought to

be more social, more interested in relationships and connections, better at multi-tasking,

and able to maintain more relationships within every ring of closeness than men.

(Holland, 2014) Women represent the majority of the online market and more likely to

pass along information about deals or finds to others. (Kinsey, 2013) Knowing that is

important to build and encourage social network effects. More female users will likely

help the brand awareness of FWK mature faster.

Facebook is one of the more popular social media platforms available to small

businesses, especially when it comes to reaching the female audience. The number of

Facebook users over the age of 45 has increased by 45 percent since 2012. A majority

of these users are female. (Fitzgerald, 2012) Posting content regularly is an important

part of using this platform to develop and maintain a presence for FWK.

By contrast, Twitter users are primarily male and especially loyal. (Digital

Insights, 2013) This platform would be used to drive conversations in real time with

clients and prospects. Tweeting photos of clients and river updates would keep

prospects engaged. Offers for last minute fishing opportunities and promotional offers

would be an easy way to gain followers.

LinkedIn users are also primarily male, but the platform allows FWK to push its

messages through to an audience who may not be on Facebook or Twitter. (Digital

Insights, 2013) The typical male angler is more affluent and connected to similar


individuals. Having endorsements from past clients demonstrates credibility for FWK.

From there is the potential to reach influencers beyond FWK’s normal circle of influence

through second or third degree connections. LinkedIn provides the opportunity to start

and nurture conversations with clients and prospects, create leads, and promote other

social media channels and initiatives.

FWK has an existing website that could be promoted more by driving visitors to it

from Facebook and Twitter. Adding a blog and YouTube account to the website is

recommended. Brand advocates are looking for businesses to provide a consistent

stream of valuable content.

Adding clients and prospects to a database for monthly email newsletters wraps

up these social media efforts into a complete package. Providing links to Facebook,

Twitter, LinkedIn, YouTube, FWK blog, and the FWK website ensure that the recipients

can find FWK wherever they want to look.

Executing a social media plan involves a commitment to developing quality

content and being consistent with sharing it. The biggest challenge for FWK will be

managing this process. There are social media management tools, such as Hoot Suite,

that could be employed to distribute messages in a regular schedule. A regular

communication strategy will ensure that followers of FWK will keep returning to its social

media platforms to read updates, view photos and videos, and stay engaged.

There is a tremendous opportunity for FWK to capture huge market share with

the female fly fishing audience through the use of social media. These advocates can

help promote FWK through these collaborative social media conversations.


Social media will help raise brand awareness and help position Fish with Kyle

(FWK) as a recognizable name in the fly fishing community. Sharing valuable content

will help FWK connect with its target audience and engage with them. The opportunity

also exists to connect to key journalists and bloggers in the fly fishing industry to

achieve maximum publicity. (Williams, 2014)


Channels

Social Networks

Social networks offer a rich platform for business purposes allowing FWK to share

unlimited content, including images and videos.

Facebook Recommendations:

Share articles / blog posts / expertise

Start discussions and ask questions to encourage interaction

Create surveys to encourage participation from visitors

Share positive product reviews / client testimonials

Generic news – what’s happening in the office, the weather

Share a mix of relevant links, engaging content, photos, and videos

Promote fishing availability and upcoming events using the events tab

Post a minimum of three posts per week

LinkedIn Recommendations:

Create a LinkedIn profile and making connections within the fly fishing

community

Create an FWK group; join similar groups

Engage with connections and influencers

Post a minimum of one post per week in FWK’s group

Post a minimum of two posts per week on FWK’s company page


Blog (WordPress)

Blogs form the backbone to most businesses social content. They provide the

perfect opportunity to share relevant and well optimized content to attract people to the

FWK website.

Blog Recommendations:

Brand FWK as an expert fly fishing guide service by creating a blog and

collecting followers

Encourage comments – ask the reader questions or for their opinion on the

subject

Share with social media audience

Encourage engagement with posts about fishing conditions, client photos,

and articles of interest

Tie blog posts into other social media platforms connecting accounts

Post a minimum of three entries per week during off season to create and

maintain interest of followers

Post a minimum of one entry per week during busy season, more as time

permits

Microblogging (Twitter)

Twitter is a ‘microblogging’ platform which allows users to post short messages and

converse with other users. Unlike email or text messaging, these conversations take

place in the open and engage audiences in discussions about services, products,

issues, the company and brand – connecting a vast amount of likeminded people in an

often targeted and purposeful way. (Qualman, 2012)


Twitter Recommendations:

Build reputation for FWK and encourage followers

Share relevant articles / blog posts / expertise

Start discussions and ask questions to encourage interaction

Link to Facebook content / surveys / pictures / videos

Follow and participate in discussions with other related tweeters

Comment on tweets and re-tweet other posts to build community

Promote content through Twitter

Utilize promoted tweets

Listen to relevant conversations

Tweet at least three times a day

Bookmarking / Tagging

Social bookmarking is a way for Internet users to rank and store websites, blogs,

articles, videos and other types of website content. When done properly, social

bookmarking can be an efficient and cost-effective social media marketing tool to drive

traffic to the FWK website and promote its fly fishing services. (Qualman, 2012)

Social Bookmarking Recommendations:

Post items of interest to Tumblr, Delicious, Reddit, Digg, and StumbleUpon

Review blog sources to identify additional bookmarking sites that may drive

traffic

Encourage referrals from other bookmarking / tagging sites to increase rank

of FWK contributions

Post a minimum of three contributions per month


Social media can be used by FWK as an effective and measurable way to

achieve consumer engagement and attract potential customers. Those who engage

with what FWK is talking about will tell others which creates growing brand awareness

by positive word of mouth. Hard selling is not effective on social media platforms; the

objective is to get people interested and engaged by providing authentic, transparent

and relevant information. (DeMarco, 2010)

However, managing the workflow is very challenging. It is important to distribute

content regularly through each social media channel to attract and retain interest.

Having an editorial calendar to manage the process will serve as a road map for the

months ahead to ensure FWK’s content is optimized to meet its business goals and

targets the right audience. (Marketo, 2014)

Running Head: SOCIAL MEDIA PLAN FOR FISH WITH KYLE 16

Seasonal Tactical Social Media Marketing Plan for Fish with KyleRAMP UP FISHING STARTS WYOMING SEASON FISHING ENDS

March April – June July – September October – DecemberWEBSITE Add Social Media Icons

to websiteUpdate website as needed

SOCIAL NETWORKSFacebook GOAL: 3 posts per week (12 posts per month)Actions Link to HootSuite Build following by offering promotion for “Likes” and “Shares”Topics Promote new social media

channelsFishing reportsPhotos of clientsUpcoming events and availabilityPromotional pricing offers

Fly fishing in WyomingPhotos of clientsUpcoming events and availability

How to tie specific fliesBook 2015 trips for discounts

LinkedIn GOAL: 1 post per week in group (4 posts per month) and 2 posts per week on FWK page (8 posts per month) = 12 posts per month

Actions Create profile on LinkedIn and link to HootSuite

Seek out connections in community

Topics Promote existence of FWK Fishing reports Fishing reports How to tie specific fliesBLOG

GOAL: 3 posts per week (12 posts per month)GOAL: 1 post per week

(4 posts per month)GOAL: 3 posts per week

(12 posts per month)Actions Create WordPress account

and connect to HootSuiteProvide insight into fly fishing in Atlanta

Provide insight into fly fishing in Wyoming

Topics Promote existence of FWK Fishing reportsFavorite flies to useStories of clients

Fishing reportsFavorite flies to useStories of clients

Favorite fly patternsHow to tie specific fliesBook 2015 trips for discounts

TWITTER 3 tweets per day (21 per week) = 84 tweets per monthActions Create profile and link to

HootSuiteBuild following by offering promotions for retweets

Topics Promote existence of FWK Fishing reportsPhotos of clientsPromotional pricing offers

Fishing reportsPhotos of clientsPromotional pricing offers

Favorite fly patternsBook 2015 trips for discounts

BOOK MARKING 1 entry per week (4 per month)Actions Create profiles and link to

HootSuiteSeek out content for topic

Topics Promote existence of FWK Fly fishing outfitters Destinations for fly fishing Fly patterns Ownership Key: FWK Marketing Combination of FWK and Marketing

Running Head: SOCIAL MEDIA PLAN FOR FISH WITH KYLE 17

Measurement

Social media is a channel, not an activity. The channel is difficult to measure, but the

activity and content communicated can be. It starts with a plan. From there it is possible to

determine how to measure the objectives for the social media plan recommended for FWK.

The goal is to produce content that aligns with these objectives and audience and measuring

results to determine the success of the overall campaign.

The metrics that will be measured include:

Quantitative – Activity and Connections

Qualitative – Reach and Engagement

Return On Investment (ROI) – Conversions and Growth from Current Benchmark

Quantitative Metrics

These are the workhorse metrics – the numbers that show exactly what is happening,

including posting, scheduling content, answering questions, and solving problems. These

metrics are data-intensive and number-oriented and should be measured monthly to compare

growth over the plan period to determine from where the growth is coming. (Yuki, 2013)

Because branding is a primary objective, it is important to measure the number of posts,

audience size, and the posting change rate to calculate the percentage of change based on

the number of posts created in a given month. Comparing this to audience change rate will

calculate the percentage of change in audience size. This will determine if an increase in

posts leads to an increase in audience. (comScore, 2013)

For FWK, this means tracking everyone who talks about FWK, the audience interests,

geography, gender, activity, and content trends to see who the influencers are, who is positive

or negative, and who is most active. This will determine the best angle for engaging them,

identify the overlapping interests, and connections between audiences, brands, and

campaigns; while uncovering untapped online communities of potential brand advocates.

SOCIAL MEDIA PLAN FOR FISH WITH KYLE 18

There are many things in social media that can be quantified: followers, likes, fans,

retweets, comments, click-through rates, referrals to the FWK website, traffic coming from

targeted geographic, etc. It is finding the correct mix of these items that allow for measurement

of how to leverage word-of-mouth to drive brand credibility, and, ultimately new clients.

(Evans, 2008)

Quantitative Metrics: Post Rate, Response Rate, Website Traffic, and

Number of Followers/Likes/Fans, Retweets/Shares, and Comments

Qualitative Metrics

Reach metrics are all about quantifying who is hearing the message and how the FWK

brand is perceived. They determine how large the potential audience is, at what rate it’s

increasing, and the sentiment surrounding FWK to define what the audience really thinks.

Qualitative metrics have an emotional component to them and show how many people had a

positive, neutral, or negative experience with the messages being communicated. (Yuki, 2013)

Reach Metrics: Audience Growth Rate, Brand Awareness, Sentiment, Share of

Conversation

Engagement metrics focus on the effect the message is having on those who hear it —

how engaged the FWK audience is, including how likely they are to spread the message and

more. By dissecting these engagement metrics, it will be possible to determine what types of

content resonate most with the FWK audience. (comScore, 2013)

Engagement is more than just the total number of people liking posts, it is what drives

action. By identifying the posts that generate the highest conversation rates, these topics can

be used to guide future posts and tailor content to what the audience enjoys. The total number

of conversations, mentions, and shares will create a more complete picture of how people are

engaging with the content.


Engagement Metrics: Conversation Rate, Amplification Rate, and Overall Engagement

Rate

ROI Metrics:

In the world of social media, all roads should lead to ROI. Tracking the percentage of

people converted from a prospect to a client through the social media platforms recommended

will make it possible to measure the success of the campaign. The first step is to benchmark

the current number of supporters on each of these channels.

While it can be tempting to measure success simply on how many followers FWK has or

how many comments received on its posts, the amount of likes and +1s are simply numbers;

to gain insight into what these numbers represent, they must be interpreted in a meaningful

way. (SocialBakers, 2014) There are a number of programs that can be used to report on

social media conversions.

Bottlenose is a vendor that offers integrated Facebook, Twitter, LinkedIn, Google

Analytics and Bit.ly Analytics, where FWK can view likes, follows, and shares all in one place.

(Bottlenose, 2014) The program makes it easy to understand which posts are working and the

demographics of its fans, track how often its mentioned, re-tweeted, and followed, see how its

content is being shared, what’s connecting with its target audience, what it needs to change

and how to do it best.

ROI Metrics: Audience Growth Rate and Conversion to Clients

Every day, millions of consumers converse in online communities, discussion boards,

blogs, and social networks. They turn to the Internet to share opinions, advice, grievances,

and recommendations. It is important for FWK to listen, connect, and respond in a way that

protects and promotes the brand as well as measure the interaction to make any adjustments

to quantity or quality of conversations. It is crucial for benchmarking and tracking success over

time.


Fly fishing is roughly a $750 million dollar market in America. Local guide services

totaled $95.5 million of the entire $750 million market. This means access is going to remain a

critical issue in fly fishing. Guides are viewed as key gatekeepers for the sport. Guides and

outfitters teach people to fish. The future of fishing depends on recruiting new anglers - in

particular, the female audience. A $95 million dollar contribution to their local economies – a

sustainable and renewable contribution – is a big deal. (Gasson, 2013)


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