sl/ce magazine - the social media strategy
Post on 25-Jul-2015
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OBJECTIVES
Raise Awareness of SLICE magazine
Increase SLICE Product Sales
Enhance SLICE Brand Experience
Target Readers
PrimaryPrimary• Ages 18 to 28 years old• Age range part of World’s
largest demographic grouping in 2014
• Included in 40.78% (25 – 54 years old) of the world population at 7.1 billion
Young Adults
Young adults interested in food
journalism and lifestyle
Young adults interested in food
journalism and lifestyle
SecondarySecondary
Readers who are design enthusiasts with a soft spot for
minimalism
Readers who are design enthusiasts with a soft spot for
minimalism
Attract, Engage, Convert Fans: Instagram (@slicemag)
Target AudienceTarget Audience
Young adults and potential readers on Instagram
Young adults and potential readers on Instagram
Marketing CampaignMarketing Campaign• @slicemag will launch an ongoing
story-telling campaign #streetslice
• Followers can tag their posts to be featured on @slicemag and win exclusive gift bags.
• @slicemag will be on the search for brand advocates, directing interest back to the magazine
• Use social media influencers to promote pre-order sales
• Direct traffic from Instagram back to SLICE Facebook page
• Build excitement leading up to launch event. Engage with followers through surprise giveaways.
• @slicemag will launch an ongoing story-telling campaign #streetslice
• Followers can tag their posts to be featured on @slicemag and win exclusive gift bags.
• @slicemag will be on the search for brand advocates, directing interest back to the magazine
• Use social media influencers to promote pre-order sales
• Direct traffic from Instagram back to SLICE Facebook page
• Build excitement leading up to launch event. Engage with followers through surprise giveaways.
Business ObjectivesBusiness
Objectives ImpactImpact
Brand Awareness
Brand Awareness
Data CollectionData Collection
Customer AcquisitionCustomer Acquisition
Increase ProfitsIncrease Profits
Increase LoyaltyIncrease Loyalty
Attract, Engage, Convert Fans: Facebook
Target AudienceTarget AudienceOlder fans who are active on
Facebook compared to Instagram & Potential
Advertisers
Older fans who are active on Facebook compared to Instagram & Potential
Advertisers
Marketing CampaignMarketing Campaign• Encourage use of Instagram to direct
traffic back to SLICE Facebook page• Build excitement leading up to launch
event. Engage with followers through surprise giveaways
• Introduce interactive in-app game as part of sustenance efforts
• Encourage fans from all over the world to take part in the two-week challenge
• Create viral marketing through friend invitation. Users can earn more points by sending challenges to their friends and scores will be tracked and tallied accordingly
• Top 3 winners will receive a $200 gift bag and complimentary 4-issue subscription.
• Encourage use of Instagram to direct traffic back to SLICE Facebook page
• Build excitement leading up to launch event. Engage with followers through surprise giveaways
• Introduce interactive in-app game as part of sustenance efforts
• Encourage fans from all over the world to take part in the two-week challenge
• Create viral marketing through friend invitation. Users can earn more points by sending challenges to their friends and scores will be tracked and tallied accordingly
• Top 3 winners will receive a $200 gift bag and complimentary 4-issue subscription.
Business ObjectivesBusiness
Objectives ImpactImpact
Brand Awareness
Brand Awareness
Data CollectionData Collection
Customer AcquisitionCustomer Acquisition
Increase ProfitsIncrease Profits
Increase LoyaltyIncrease Loyalty
• Encourage use of Instagram to direct traffic back to SLICE Facebook page
• Build excitement leading up to launch event. Engage with followers through surprise giveaways
• Introduce interactive in-app game as part of sustenance efforts
• Encourage fans from all over the world to take part in the two-week challenge
• Create viral marketing through friend invitation. Users can earn more points by sending challenges to their friends and scores will be tracked and tallied accordingly
• Top 3 winners will receive a $200 gift bag and complimentary 4-issue subscription.
• Encourage use of Instagram to direct traffic back to SLICE Facebook page
• Build excitement leading up to launch event. Engage with followers through surprise giveaways
• Introduce interactive in-app game as part of sustenance efforts
• Encourage fans from all over the world to take part in the two-week challenge
• Create viral marketing through friend invitation. Users can earn more points by sending challenges to their friends and scores will be tracked and tallied accordingly
• Top 3 winners will receive a $200 gift bag and complimentary 4-issue subscription.
Commitment & Success Measurement: Instagram
Key MetricsKey Metrics
• Followers• Engagement Rate: Likes,
Comments• Hashtag tracking: #slicemag
#streetslice• Highest engagement from
user-generated content – to determine successful brand advocates
• Followers• Engagement Rate: Likes,
Comments• Hashtag tracking: #slicemag
#streetslice• Highest engagement from
user-generated content – to determine successful brand advocates
CommitmentCommitment
• Daily posting• 2 ~ 3 times a day• Usually in the day• Videos over the weekend
• Daily posting• 2 ~ 3 times a day• Usually in the day• Videos over the weekend
3-month Goals3-month Goals• 1k followers• Average of 100 likes per post• Daily user-generated
contribution in #slicemag and #streetslice
• 60% of followers reside in Singapore
• 25% of product sales to come from discount codes released by social media influencers
• 1k followers• Average of 100 likes per post• Daily user-generated
contribution in #slicemag and #streetslice
• 60% of followers reside in Singapore
• 25% of product sales to come from discount codes released by social media influencers
Commitment & Success Measurement: Facebook
Key MetricsKey Metrics
• Followers• Engagement Rate: Likes,
Comments• Profiling through data
capturing by surveys and Facebook Insights
• Followers• Engagement Rate: Likes,
Comments• Profiling through data
capturing by surveys and Facebook Insights
CommitmentCommitment
• 4 ~ 5 times a week• Once a day• Usually in mornings or at
night• No timing restrictions on
weekends
• 4 ~ 5 times a week• Once a day• Usually in mornings or at
night• No timing restrictions on
weekends
3-month Goals3-month Goals• 1k fans / likes• Average of 100 likes per post• Daily user-generated
contribution in #slicemag and #streetslice
• 60% of followers reside in Singapore
• 1k fans / likes• Average of 100 likes per post• Daily user-generated
contribution in #slicemag and #streetslice
• 60% of followers reside in Singapore
• Average Conversation Rate: 50
• At least 500 referals from in-app game
• 25% of product sales to come from discount codes released on Facebook
• Average Conversation Rate: 50
• At least 500 referals from in-app game
• 25% of product sales to come from discount codes released on Facebook
3-month Goals3-month Goals
Crisis Communication: Positive Feedback and Enquiries
Assess the messageAssess the message
Do you want to respond?Do you want to respond?
Yes
NoNo responseNo response
Can you add value to the response?Can you add value to the response? Thank user for taking time to provide feedback.
Thank user for taking time to provide feedback.
Respond in relation to feedback and share. Thank the user.
Respond in relation to feedback and share. Thank the user.
No
Yes
Crisis Communication: Negative Feedback Response Guide
Yes
Evaluate purpose of comment
Evaluate purpose of comment
Unhappy reader?Unhappy reader?
No
Yes
Serial Complainer?Serial Complainer?
Trouble-maker?Trouble-maker?
No
Yes
Yes
Take action to fix the issue. Let the commenter know that action has been taken.
Take action to fix the issue. Let the commenter know that action has been taken.
Are the facts correct?
Are the facts correct?
Does reader need more info?
Does reader need more info?
Politely correct the facts.
Politely correct the facts.
Yes
NoAre the facts correct?
Are the facts correct?
Yes
Monitor post before deciding on actionMonitor post before deciding on action
Yes
Is the problem being fixed?
Is the problem being fixed?
Explain what is being done to fix
the issue.
Explain what is being done to fix
the issue.
No Still unhappy?Still unhappy?Yes
Conclusion
Through driving awareness, we can enhance SLICE’s brand experience and product sales. The proposed communications strategy on Facebook and Instagram as great viral marketing power that can strengthen SLICE as a brand in diverse ways.
Through driving awareness, we can enhance SLICE’s brand experience and product sales. The proposed communications strategy on Facebook and Instagram as great viral marketing power that can strengthen SLICE as a brand in diverse ways.
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