Social Media Sales Strategy at Marks & Spencer Gifts

Introduction

Marks and Spencer Gifts operates in a competitive environment in which its vendors must remain competitive across Europe, North America, and other key markets in clothing and cosmetics distribution. The business is headquartered in the UK but maintains retail outlets in major cities worldwide. The company has been operational for over a decade and is currently exploring opportunities in the food and beverage industry. In this context, developing a social media sales strategy represents a significant and timely initiative.

Key social media platforms relevant to this strategy include Google Blogs, Facebook, Twitter, LinkedIn, and YouTube. The majority of consumers now use social media for everyday transactions, creating opportunities to market products more effectively than through traditional methods, which tend to be relatively expensive and less targeted. Online marketing also differs from traditional marketing in that it is more agile and can engage larger audiences in interactive ways. The primary objective of this sales strategy is to build a broad, collective sales base. Notably, Dell reported earning $9 million through Facebook and Twitter accounts in 2009 and 2010 respectively (Safko, 2013: 52).

An effective approach to making the sales strategy profitable involves the creation of accounts, applications, games, and dedicated pages. Facebook will be central to this effort, enabling the development of multiple pages, forums, and applications designed to enhance customer interaction. Promotional advertisements will appear on users' pages, and targeted profile and product information will be made readily accessible. Both Twitter and Facebook offer mechanisms to amplify campaigns — when a user joins a campaign, their network of contacts is automatically notified. With over 1.3 billion active users, Facebook represents approximately one sixth of the global population, making it arguably the most powerful marketing platform available.

In my role at Marks and Spencer Gifts within the sales department, my approach is focused on actively using the Internet to provide product information, technical guidance, advice, and relevant references. This report clarifies the learning agreements between my supervisors and me, including personal advisories on the strategies I will apply to achieve key sales and internal team-building goals.

My specific job role involves guiding customers and visitors through various sections of the business. To fulfil this role effectively, I align my work with the vision and aims of the organization. The critical questions that guide my approach are: What should I do to make things happen in the business? And how does my work relate to the vision of the business, my organization, and my own professional development?

Over time, this approach will define my core responsibilities. Specifically, I will extend the sales territory to attract new customers while retaining existing ones. I will also build a professional personal image that reflects positively on the business. Developing thorough product knowledge is another priority — I will introduce new ideas, processes, and services at competitive costs. I will communicate regularly with customers, and the feedback obtained will be used to counsel the sales team. I will also maintain an effective feedback loop with suppliers and producers.

Additionally, I will use the best available training methods to stay current with industry developments and encourage new entrants into the field. I will assess credit information by contacting debtors in a professional and courteous manner. I will also participate in executive sales meetings, seminars, and retreats, using these opportunities to reaffirm commitment to achieving stronger sales outcomes. These roles and obligations form the foundation of my sales initiative.

Aim 1: To improve my sales presentation skills with the intent of expanding the customer base and contributing positively to organizational development.

SMART Objective: To work closely with my sales supervisors, developing a comprehensive learning approach engineered to respond directly to the demands of the organization.

Specific Job Role

Aim 2: To develop a coherent communication scheme that responds directly to the demands of the organization and its business clients.

SMART Objective: To communicate consistently with other members of the organization, fostering a deeper understanding of how to achieve greater objectives in the business environment.

1. The Objective

To work closely with my sales supervisors and other team members, developing a comprehensive learning approach engineered to respond to the direct demands of the organization.

2. Activities Required

To achieve this objective, I will orient myself to sales supervisors and other team members by researching the organization's vision and mission statement. I will then specify the targets and priorities I need to develop in order to achieve key organizational goals. I will collaborate with all team members to deliberate on a collective strategy for reaching those goals. I will also make personal decisions and scheduling plans aligned with aggregate organizational objectives. Finally, I will identify the strengths and weaknesses of team members to build a focused sub-team of individuals with shared goals.

Aims and Objectives

3. Skills Required

I will develop a range of professional skills. First, I will cultivate a culture of trust and open communication in which group ideas are encouraged and customer communication is conducted objectively. I will integrate openness across multiple levels of communication and organizational activity. This openness will extend to customers, helping them understand the nature of the products and their benefits. I will also develop self-respect skills, ensuring that I interact with teammates and customers in ways that reflect an understanding of organizational demands and appropriate customer handling. Finally, I will develop self-reliance supported by close organizational backing, enabling me to engage effectively with customers at an individual level.

4. Resources Required

Learning Agreement: Objective One — Sales and Team Building

I will draw on both tangible and intangible resources. Tangible resources include clothing, cosmetics, pamphlets, brochures, and other promotional materials provided by the organization. Intangible resources include my academic background and psychosocial development, both of which will support effective negotiation skills. I will also use the Internet regularly to monitor market trends.

5. Criteria for Success

The criteria for success will guide my planning and scheduling throughout this objective. These criteria are anchored to several goals. First, I will adopt a methodology that recognizes the integral role of technology in facilitating communication between myself, my teammates, and customers. This will be supported by a series of Key Performance Indicators (KPIs), particularly those that help me assess the effectiveness of my communication approach (Tsai, 2012: 127). KPIs will also assist me in developing strong organizational relationships and customer networks, in sharpening my decision-making throughout the project, and in interpreting key business goals.

6. Planned Evidence

The planned evidence integrates proper planning aimed at improving the health of the organization. This includes a social marketing program, program exposure metrics, and behavioral indicators linked to organizational outcomes. This approach will reduce delays and support the achievement of organizational goals, while also facilitating the collection of data on what is needed to reach those goals effectively.

1. Skills Developed

Upon implementing this approach, I will develop advanced skills in organizational development closely linked to improved customer engagement. I will also develop a culture of positive accountability, which is essential for organizational discipline — specifically, being transparent and better equipped to handle organizational challenges.

2. Evidence Submitted

The evidence supports the use of technology-assisted social marketing. It demonstrates that social marketing is cost-effective and capable of attracting a larger customer base. Accordingly, I will be well-positioned to leverage social media to promote organizational sales.

3. Achievement

Through this approach, I expect to develop vital organizational behavior skills aligned with required professional standards. I would grade my current performance as B+, acknowledging that my organizational behavior does not yet fully meet those standards. However, a key achievement has been the ability to develop a positive relationship between staff members and customers, and to begin overcoming the professional anxieties that have previously limited my effectiveness as a sales assistant.

1. The Objective

To communicate consistently with other organizational members, developing skills that improve my professional effectiveness and help me achieve meaningful objectives in the business environment.

2. Activities Required