social pitch example
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SOCIAL MEDIA 2016
1
PURPOSE: present phase 1 of social strategy and content marketing planOUTCOME: gain alignment and approval to proceedSTRUCTURE: agency to present, q&a, open discussionTIMING: 60mins
CONFIDENTIAL & PROPRIETARY© 2015 David R. Iannone Jr.
TABLE OF CONTENTS
2
3 INTRODUCTION4 CONSUMER SHIFT5 MARKET CHALLENGE6 PESO MEDIA MODEL8 CONTENT STRATEGY
10 SHOPPER 1 INSIGHT11 SHOPPER 1 JOURNEY13 SHOPPER 2 INSIGHT14 SHOPPER 2 JOURNEY16 CONTENT CALENDAR
17 MARKETING INTEGRATION18 SOCIAL SWOTS & STRATEGY23 SOCIAL SCOPE PHASE 1
CONFIDENTIAL & PROPRIETARY© 2015 David R. Iannone Jr.
INTRODUCTION
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“Consumer buying habits are undergoing seismic changes, consumer media habits are also changing dramatically, everything from content to beverages, and the path we take to get there has been altered.”
Smart planning, marketing agility and competitive pricing are the keys to success.
UGC IS MORE TRUSTED (40% > Traditional)
UGC IS MORE MEMORABLE (30% > Traditional)
75% OF DAY IS SPENT DIFFERENT MEDIA TYPES
71% OF MILLENNIALS ENGAGE IN SOCIAL MEDIA
CONFIDENTIAL & PROPRIETARY© 2015 David R. Iannone Jr.
56% do at least one, and 32% do both creating and curating activities. Women dominate visually oriented platforms.
Hours represent a total across multiple media sources, some of which are consumed simultaneously.
For example, a twenty-something may report spending two hours a day on Facebook, an hour a day answering texts and three hours a day watching television, which would count as six hours total, but may only be three "real" hours of her day if she does some of those things at the same time.
OFF Media (6.2hrs) - 25% of day is Sleep
ON Media (17.8hrs) - 75% of day is Awake- 99% of day is on media
24 Hours
USER GENERATED (5.4hrs) Social Media posts, photos, blogs, email, texting, talking (30% of daily media consumption)
TRADITIONAL (6hrs) Print, radio, television (33% of daily media consumption)
53M MILLENNIALS (18-34) ON SOCIAL MEDIA DAILYBlogs, Facebook, Instagram, Snapchat, Youtube, etc.
CONSUMPTION TIME:
4
CONSUMPTION TYPE:
CONSUMER (BEHAVIOR) SHIFT
Source: CrowdTap http://www.entrepreneur.com/article/232062
35M Post original photos/videos 31M RePost found photos/videos
46% 41%
FEEDBACK AFFIRMATION CONSTANT CONNECTIVITY CREATION CURATION
Source:http://www.pewinternet.org/2015/04/09/teens-social-media-technology-2015/
CONFIDENTIAL & PROPRIETARY© 2015 David R. Iannone Jr.
The traditional, linear path-to-purchase is being replaced by the checkered path of the modern consumer whose purchase journey is across a multitude of channels from desktops and laptops to smartphones, tablets, connected televisions, and wearable devices.
Introduced you to something new (42%)
Provided you with a better option (23%)
Helped you find something nearby (26%)
Influenced your in-store purchase (11%)
Caused you to reconsider a product (13%)
Influenced you to buy via your mobile (14%)
Source:http://www.adweek.com/socialtimes/how-mobile-devices-have-redefined-media-consumption-infographic-video/94714
PATH TO PURCHASE (MOBILE) SHIFT
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Consolidated Trips
Unlimited access to info, pricing, availability
Willing to trade up in craft beer and spirits
Social gatherings over individual consumption
Seeking to recreate “on-premise” experience in home
Open to trying new things and experiences
CONSUMER TRENDSIncrease opportunity for discovery through indulgence of senses
Reinforce occasions for celebration that drive consumption
Leverage brand adjacencies and synergies to create powerful visual impact
Simple, convenient solutions to provide ease of enjoyment
Value vs. word of mouth vs. new and different divides generations
RETAIL TRENDS
Source:http://www.adweek.com/socialtimes/how-mobile-devices-have-redefined-media-consumption-infographic-video/94714
CONFIDENTIAL & PROPRIETARY© 2015 David R. Iannone Jr.
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APPMobile Apps
SMMSocial Media
Marketing
CAContent
Automation
CM2CampaignMarketing
ECE-Commerce
Marketing
EMEmail
MarketingSEOSearch Engine Optimization
CMContent
Marketing
SEMSearch Engine
Marketing
IMInfluencer Marketing
DADisplay
Advertising
MARKETPLACE (CONSUMER) CHALLENGE
HOW DO WE SERVE THE RIGHT MESSAGE? TO THE RIGHT PERSON AT THE RIGHT TIME?
CONFIDENTIAL & PROPRIETARY© 2015 David R. Iannone Jr.
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(PESO) MODEL
INTEGRATE AND COMBINE FOUR MEDIA TYPES
CONFIDENTIAL & PROPRIETARY© 2015 David R. Iannone Jr.
CLUB LAUNCH HALLOWEEN THANKSGIVING HOLIDAYS
FATHER’S DAY 4TH OF JULY BEVMO BDAY LABOR DAY
EASTER CINCO MOTHER’S DAY MEMORIAL DAY
SUPERBOWL VALENTINE’S DAY ST. PATTY’S DAY
OCCASIONS
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SHOPPER DRIVERS (STRATEGY)
MOTIVATIONS
CELEBRATION CULTURE
KNOWLEDGEPROMOTIONBEER WINE
SPIRITS
ENTERTAINING
RETAIL / IN-STORE
NEEDS
SHOPPERS SEEK CONTENT DRIVEN BYMOTIVATION, OCCASION AND NEED FOR A PRODUCT
CONFIDENTIAL & PROPRIETARY© 2015 David R. Iannone Jr.
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RETAILER RESPONSES (STRATEGY)
CONVENIENT
UNIQUE FUNCHANNELS
EXPERT VIDEOPHOTOLINK SHORT FORM LONG FORM
TWITTERFACEBOOK INSTAGRAM PINTERESTURL
POSTSPOSITION
RETAILERS DELIVER RELEVANT CONTENTTHE RIGHT POSITION, POST TYPE, AND CHANNEL
CONFIDENTIAL & PROPRIETARY© 2015 David R. Iannone Jr.
ALEXANDRALos Angeles, CA
Age: 31Status: Married
Kin: (1) Age 159 Twitter
900 Facebook
746 Instagram
24 Pinterest
PERSONALITY:Social, Enthusiastic, HumorousOptimistic / Open to Trying New
SEGMENTS: Maven / Millennial MomMillennial Mom
MILLENNIAL MOM INFLUENCERS
SHOPPER 1 (ALEX) INSIGHTS
Highly connected and are key decision-influencers, and are more likely than “most” moms overall to provide opinions and recommendations.
Cite themselves as key advisors among their circle of friends
CHARACTERISTICS
• Shrinking group of friends
• More traditional than thought
• Partner and calculated
• Urban looking to Suburbs
• Close to Family / Friends
• Equal share of salary and
household responsibilities
VALUES
• Quality of life
• Good Value Proposition
• Makes Life Easier
• Friend/Family Recos
• My child wants it
• Natural Ingredients
• Social / Influencer Reco
HABITS
• Parent Communities (77%)
• Pinterest (49%)
• Instagram (33%)
• Facebook (24%)
• Youtube (23%)
• Twitter (-48%)
• Tumbler (-56%)
BEHAVIORS
• Engage with features, deals, money-saving sales
• Lifestage relevant content
• Ads related to content I am reading
• 2x more likely to own a wearable health tracker
Look for advice and support: (Frequency)● Follow friends / family / other parents I know in
real life to provide the best information (74%)
Look for solutions that fit my life: (Importance)● Follow expert advice on parenting sites (53%)● Safety (77%)● Simplify my life, convenience (65%)● Good Value (64%)
INSIGHTS MOTIVATIONSNEEDS
CONFIDENTIAL & PROPRIETARY© 2015 David R. Iannone Jr.
ALEX’S SHOPPING JOURNEY
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VALENTINE’S DAY ENTERTAINING PINTERESTPHOTOKNOWLEDGE EXPERT
GAINS KNOWLEDGE
SISTER-IN-LAW
Alex’s husband’s younger sister is cool, hip and always sharing the hottest new trends, keeping her in the know of new products.
“ALEX”
Status: “Married”Target: FemaleAge: 31
MavenMillennial Mom
iPDA / TABLET
As one of the 58% of Moms that use their tablets in the kitchen daily, Alex researches a new take on a craft beer dinner for her valentine date with her husband after they put the kid down.
MULTI-SCREEN
Alex may start her purchasing journey on a smartphone (84% continue on a smartphone, 88% continue on a tablet and 85% continue on a computer) based on convenience to multi-task.
MOBILE REVIEW
Since becoming a mom, Alex is 19% more likely to purchase online. When on mobile 51% of millennial moms like her search for better prices and 44% search or read reviews.
MOBILE APP
8 in 10 moms use their smartphones in-store, 62% search for product coupons or deals, 51% search for recipes, 46% text photos or videos seeking opinions, 17% make online purchases all while calculating the quickest and most efficient route via WAZS.
BRAND.COM
After watching video on how to make the ultimate Valentine’s Day craft beer dinner, and marking the recipes on Pinterest, Alex orders her supplies online to be delivered two days before.
Touch 01 02 03 04 05 06
IDENTIFIES NEEDS SEEKS KNOWLEDGE SATISFIES NEEDSINFLUENCED
MOTIVATION OCCASION NEED POSITION POST CHANNEL
CONFIDENTIAL & PROPRIETARY© 2015 David R. Iannone Jr.
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INSIGHT STRATEGY RESULT
“ALEX” POST I > PINTEREST / VDAY POST IV > PR / TWITTER / VDAY
C. Moments later Alex is searching twitter and finds a youtube video from her local news channel profiling a beer dinner hastaged with #success and #howto and learns she can order the beers to be delivered.
E. Alex clicks through to the BBRAND! site to find the recipes, opts for convenience and orders her craft beers to be delivered on VDay in the afternoon.
A
C
D. BRAND! leverages their PR and re-amplifies local segments via twitter with #hastags targeting Alex.
D
ALEX’S CONTENT JOURNEY
B
A. Alex seeks expert info for VDay about how to pair craft beer and dinner for her and her husband’s first VDay with a baby.
B. While on her tablet in her kitchen. Alex searches through pinterest and finds a Good Houskeeping post about Cheddar-Beer Fondue. She also notices the recipe is pinned to BRAND! on the “Specials” board.
E
CONFIDENTIAL & PROPRIETARY© 2015 David R. Iannone Jr.
ANDREWSeattle, WA
Age: 27Status: Single
MBA / University of Washington
PERSONALITY:Social, Enthusiastic, HumorousOptimistic / Open to Trying New
SEGMENTS: Up & Coming / Clean & GreenExuberant / Retrosexual
GLUTTONS FOR ENTERTAINMENTYoung men consume much of it in digital form. And they also deploy digital technologies as shoppers, capitalizing on the convenience they offer.
Indeed, digital proficiency is a trait by which many define themselves.
800 Twitter
1.3k Facebook
650 Instagram
500 LinkedIn
CHARACTERISTICS
● Diverse group of friends● Life of the party● Digitally Adept● Employeed full time● Moved to Seattle post grad
VALUES
● Highly active, ambitious
● Ready to take on the world
● ‘Family Man’ meaning he is as happy at home as he is at a party
● Value seeker, never pay full price● This is his best decade yet!● Greatest device ownership, pushes
/ contributes content
HABITS
● Social (84%)● Mobile (74%)● Music (82%)● Facebook (66%)● Youtube (69%)● Instagram (46%)● Google+ (42%)
BEHAVIORS
● Loyalty to mobile service provider● Use cell/mobile phone in different
ways (72%)● When possible relies on others to
shop for him, otherwise he buys the products on discount
● Doesn’t intend to get married before 30
● Easily swayed into purchasing through social media outlets such as Twitter and Facebook in addition to other online chatter.
● External advertising including billboards, TV commercials and flyers are also touchpoints that they tend to notice.
● 60% of male population are defined as the traditional man with stereotypical male behaviors
INSIGHTS MOTIVATIONSNEEDS
SHOPPER 1 (ANDREW) INSIGHTSCONFIDENTIAL & PROPRIETARY© 2015 David R. Iannone Jr.
TOP OF MIND
After seeing his boy’s post, Andrew laughs to himself, and mutters “that he’ll definitely have a better option” under his breathe, but still likes the post.
MEETUP
After meeting Shane at a networking event, Andrew considers his options for this Valentine’s Day right after a solid session and subsequent instagram follow.
Two weeks before VDay, Andrew sees a post from his boy Shane for an singles house party on VDay that is BYOB and seems cool.
INFLUENCE
Later that night, Andrew along with the remaining “boys” at the house party, is convinced to commit to the VDay singles house party the following weekend, and asked to bring a couple bottles of 2-buck chuck or some decent brown spirit on special.
PURCHASE
The next day, while at work, Andrew quickly searches for the address, his location, a quick comparison of cheap wine to decent brown spirits, close alcohol retailers and which have the most options in stock as well as their cheapest price between checking facebook and listening to music.
FRIEND’S PARTY
That next weekend, Andrew is at a house party downtown when the girl he is with decides to leave early for unknown reasons. Unfortunately he never got a chance to ask her out for VDay before she left, and decided to not text her.
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GAINS KNOWLEDGE
“ANDREW”
Status: “SINGLE”Target: MALEAge: 27
TrendsetterClean & GreenExuberantRetrosexual
Touch 01 02 03 04 05 06
MOTIVATION OCCASION NEED POSITION POST CHANNEL
IDENTIFIES NEEDS SEEKS KNOWLEDGE SATISFIES NEEDSINFLUENCED
VALENTINE’S DAY WINE / SPIRIT CONVENIENT VIDEO FACEBOOKPROMOTION
ANDREW’S SHOPPING JOURNEYCONFIDENTIAL & PROPRIETARY© 2015 David R. Iannone Jr.
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INSIGHT STRATEGY RESULT
“ANDREW” @cincehoe
Link to BRAND! coupon / Jim Beam
POST III > INSTAGRAM REGRAM / VDAY POST II > FACEBOOK / VDAY
A. Andrew seeks value for VDay, needs to choose between whiskey and wine, and wants to pick up on his way to his event.
B. Andrew’s friend tags him in the Jimbeamofficial video post about two fingers, a running joke between them. He laughs, likes the post and likes Jim Beam on Facebook.
C. The next day at work, Andrew sees a post from Jim Beam on Facebook with the perfect solution to his dilemma - Bourbon Chocolates and Honey!
E. Andrew clicks on the BRAND! provided link and lands on a coupon along with a store locator to plot his path to conversion.
A
B
C
D. Social monitoring allows BRAND! to spot this opp, and react by dropping a link on the FB post to a coupon for this product on their homepage.
D
ANDREW’S CONTENT JOURNEY
E
CONFIDENTIAL & PROPRIETARY© 2015 David R. Iannone Jr.
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CONTENT CALENDARCONFIDENTIAL & PROPRIETARY© 2015 David R. Iannone Jr.
OCCASION
NEED
POSITION
POST
CHANNEL 1
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MARKETING INTEGRATION
MOTIVATION WHY KNOWLEDGE PROMOTION CELEBRATION CULTURE
WHENPROPER
DRINKING HOLIDAYS
SPORTS HOLIDAYS
NATIONAL DRINKING HOLIDAYS
EVENTSHOLIDAYS
WHATENTERTAINING
WINEBEER
RETAIL / IN-STORE
ENTERTAINING
ENTERTAININGBEER
SPIRITS
SPIRITS, BEER, WINE, ENTERTAINING, RETAIL
WHO EXPERT CONVENIENCE FUN UNIQUE
HOW LINK, SFV SFV PHOTO LFV
WHERE PINTEREST FACEBOOK INSTAGRAM TWITTER
TWITTER INSTAGRAM PINTEREST INSTAGRAM
POST I POST II POST III POST IV
CHANNEL 2
CAMPAIGN
NATIONAL DRINKING HOLIDAYS
PROPERDRINKING HOLIDAYS
SPORTS HOLIDAYS
98
32
59
X POSTFREQUENCY X 4
TOTAL HOLIDAYS 189
CHANNEL 1POSTS 756
CHANNEL 2RE-POSTS 756
CONFIDENTIAL & PROPRIETARY© 2015 David R. Iannone Jr.
SOCIAL SWOTS& STRATEGIES
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CONFIDENTIAL & PROPRIETARY© 2015 David R. Iannone Jr.
SOCIAL SWOT
STRENGTH WEAKNESS
THREAT OPPORTUNITY
● +320K gross fans, +150 Locations, 3 states● Resources exist to make page stronger and
increase fan engagement (mixologist recipes, marketing materials/images, blog, etc.)
● Tagging will allow for enthusiasts to engage fans across genres of topics when searched
● Tagging encourages liking and retagging increasing chance for engagement
● Proper linking helps drive traffic and conversion to sale
● Leverage geo-targeting to deliver local relevant content
● Cohesive visuals with correct dimensions
● Location pages to be revised and edited for consistency
● Copy too wordy● Missing @mentions, tags● Image dimensions are not correct/visually
appealing ● No hashtag or search “keyword” strategy● Response rate to consumers
● Facebook algorithm predicts each post’s potential engagement with your fans and decides when, and where to feed your post
● Good facebook engagement is above 1%● Less than .5% means you need to realign
your messages to meet your audience's expectations
● BevMo! averages .2-.3%
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CONFIDENTIAL & PROPRIETARY© 2015 David R. Iannone Jr.
SOCIAL SWOT
STRENGTH WEAKNESS
THREAT OPPORTUNITY
● Consumer issues appear to be resolved in a timely manner
● Nearly 10K followers
● Customer Service remains paramount● Speak (crm), educate (expertise), inspire
(fun), sell (promos/coupons)● Share our own content, as well as join others’
conversations - press, consumers, influencers/bloggers, vendors, etc.
● Follow all relevant media and personnel● Share placements● Engage with media outlets/writers
● Not leveraging platform to full potential● Better process to address customer service
issues● Lack of monitoring for opportunities to
influence various business related topics and conversations
● Missing connections to re-amplify PR related content that has been picked up by outlets
● Do not leverage influencer content in order to make a statement and carve out a position of expertise and convenience
● Lack of engagement with influencers, local community, writers, bloggers, fans demonstrates that we are just out there to sell, and not actually converse or help our audience out
● Lack of consistent response and or content weakens our brand position as experts, fun, convenient or culturally inspiring
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CONFIDENTIAL & PROPRIETARY© 2015 David R. Iannone Jr.
SOCIAL SWOT
STRENGTH WEAKNESS
THREAT OPPORTUNITY
● Balance of lifestyle images and ‘sales’● Most visually appealing/consistent of all
social accounts
● Sell the fun through visuals● Hashtag strategy (search)● Engage with consumer content● Coupon images need to be cohesive to
Instagram dimensions and more visually-appealing
● Not leveraging platform to full potential● Lack of inspiring content (lifestyle/occasions)
that translates to customer journey and experience
● Lack of leveraging brand content● Incorporate videos
● Lack of engagement with influencers, local community, bloggers, fans, etc. demonstrates that we are just out there to sell, and not actually converse or help our audience out
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CONFIDENTIAL & PROPRIETARY© 2015 David R. Iannone Jr.
SOCIAL SWOT
STRENGTH WEAKNESS
THREAT OPPORTUNITY
● Sufficient boards to occupy current followers/pinners
● Content and images
● Board names must be consistent and follow a strategy
● Edit and (re) create boards for important drinking holidays / milestone events such as weddings
● Refresh board order based on business needs/holidays
● Clean up the and complete the boards; delete or add to incomplete boards
● Constantly provide relevant content and branch out to gain more visibility and introduce the user to the BRAND! lifestyle
○ Example: Super Bowl - showcase food, not just drink (stand alone, pairings, etc.).
● Inconsistency with uncomplete boards means fan will look elsewhere
● Engagement mix (original content, repins, etc.)
22
CONFIDENTIAL & PROPRIETARY© 2015 David R. Iannone Jr.
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SOCIAL SCOPE PHASE 1
NATIONAL DRINKING HOLIDAYS
PROPERDRINKING HOLIDAYS
SPORTS HOLIDAYS
98
32
59
X POSTFREQUENCY X 4
TOTAL HOLIDAYS 189
POSTS& RE-
POSTS1,512
2016 (x1) PER MONTH (x12)
63PRIMARY SOCIAL
PLATFORMS
SECONDARY SOCIAL
PLATFORMS 63
126TOTAL SOCIAL POSTS/MONTH
TOTAL SOCIAL POSTS/DAY 4.2
DAYS PER MONTH / 30
DEPLOYMENT
MONITORING
MEASUREMENT
DEVELOPMENT
APPROVAL
SCHEDULING
RESPONDING
1
.15.25.25.50.50.50
TASK HOURS
TOTAL HOURS/NET POST 3.15
TOTAL HOURS/DAY 13.23
TOTAL RESOURCE HOURS
ALLOCATED
TOTAL RESOURCES
3,3201.59
X 2X RE-POSTFREQUENCY
*251 work days, 2080 work hours / annual year, 2015.
MONTHLY FEE:
CAVEATSOut of Pocket costs not included in
agency fees will be passed through and billed at cost if agreed and approved
by client. Examples include: Photography, Food Styling, Boosted Posts, Paid Media, Retouching, etc.
CONFIDENTIAL & PROPRIETARY© 2015 David R. Iannone Jr.
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