Creating a Social Creating a Social Media Media

Marketing PlanMarketing Plan

Written by Dallas Duncan and Dr. Frank B. FlandersFoundation Skills, Unit 3.11, FS-3

2010

A Sample Social Media Marketing Campaign for Bijoux Diamond Company

Say it with Say it with BijouxBijoux

What is Bijoux? Background: What is the company about?

• Bijoux Diamond Company is the oldest family-owned jewelry manufacturer in the U.S.

• Bijoux has branches in major cities in 35 states• Bijoux specializes in importing non-conflict

diamonds from Africa and Asia to create one-of-a-kind pieces

• Bijoux is famous for its handcrafted engagement, wedding and anniversary rings

The Orchid CollectionBackground: What is the company trying to market using social media?

• The Orchid Collection is a line of Bijoux jewelry fashioned to recreate the timeless beauty of the orchid flower.

• The collection uses diamonds and precious stones such as amethysts and rubies set in silver, platinum and rose gold

• The line is set to be released in two months, and an innovative marketing campaign needs to be ready to go with it.

The Jewelry MarketMarket Analysis: What is the market situation?

• In 2009, diamond sales plummeted due to the recession.

• Bijoux Diamond Company grossed over $1 billion, a 3% reduction from its 2008 profits.

• The jewelry market is slowly making a comeback, with gold at $1,125 per share and silver at $17.52 per share.

• Market research has shown consumers are more willing to pay for “local” and handcrafted jewelry than purchasing from a chain store.

How to “Say it with Bijoux”Market Analysis: Who are you marketing toward?

• “Say it with Bijoux” will market all Bijoux products with specific emphasis on The Orchid Collection

• The campaign will include television, magazine and newspaper advertisements, as well as social media components.

• Target market will be younger couples and professionals

• Have a social media sign-up along with a mailing list at each store

Campaign GoalsSocial Media Marketing Plan: What are the goals of your

marketing plan?

• Make up for the 3% fall in sales from 2008-2009

• Increase sales of The Orchid Collection

• Reach a younger target market that was previously unaware of Bijoux Diamond Company

Say it with Bijoux:

Bijoux Diamond Company

Say it with a Fan PageSocial Media Marketing Plan: Where are you

advertising; How are you promoting your product?

• Create a Facebook Fan Page• Features:

– Photographs of Bijoux collections– Promotions for fans, using coupons specifically

sent out over Facebook– Weekly updates– Allow fans to submit “Say it with Bijoux” stories to

be featured on the update

Search Home Profile Account

Edit Page

Add to My Page’s Favorites

How do you say, “I love you?”How do you say, “Happy birthday?”How do you say, “I’m sorry?”Say it…with Bijoux.

Founded:1924

Wall Info

Say it with Bijoux Become a Fan

Photos Discussions

Basic Info

Detailed Info

Founded: 1924

Website: http://www.BijouxDiamondCo.comhttp://www.BijouxDiamondCo.com/TheOrchidCollection

Company Overview: Bijoux Diamond Company is the oldest family-owned handcrafted jewelry manufacturer in the United States, with branches in 35 states.

Bijoux is famous for its handcrafted engagement, wedding and anniversary rings, as well as one-of-a-kind pieces created by our 29 master jewelry artists.

Be it love, thanks, congratulations and everything in between, we invite all of our fans to show us how you “Say it with Bijoux!”

Mission: Bijoux Diamond Company strives to provide our patrons with the highest quality of handcrafted jewelry, customer relations and reasonable prices.

Products: Introducing The Orchid Collection: Pieces fashioned to recreate the timelessness and beauty of the orchid flower

Bijoux Diamond CompanyBijoux Diamond CompanyThe Orchid CollectionThe Orchid Collection

Information

Say it with a Tweet Social Media Marketing Plan: Where are you

advertising; How are you promoting your product?

• Username: SayItWithBijoux• Account will feature

– Single photograph, changed frequently, of an Orchid Collection piece

– Daily tweets linking to other social media outlets and store Web sites

Home Profile Find People Settings Help Sign out

Name SayItWithBijoux

Location United States

Bio Whatever you need to say, say it with Bijoux.

200 435 0Following Followers Listed

Favorites

Following

View all

Tweets 345

RSS Feed ofSayItWithBijoux’stweets

BijouxThe Orchid Collection

SayItWithBijoux

Atlanta, GA location announces 40% off sale on all Pearline Collection items: http://www.bijouxatl.comless than 20 seconds ago via web

Check out Coralynn and Ronnie’s “Say It” story: http://sayitwithbijoux.blogspot.com/Cora&Ronnie 8:35 a.m. Mar 2nd via web

Bijoux in the News: http://www.usatoday.com/bijoux-story-2010 8:35 a.m. Mar 2nd via web

Say you’re proud to be Irish with Bijoux’s St. Patrick’s Day gift specials! http://www.bijouxdiamondco.com/stpatscoupon 10:19 a.m. Mar 1st via web

Say it with a Blog Social Media Marketing Plan: Where are you

advertising; How are you promoting your product?• http://SayItWithBijoux.blogspot.com• Advertisements and links to individual store Web sites

• Posts Include– “Say it with Bijoux” Story of the week, submitted by a

social media fan– Promotions, similar to those on the Facebook fan page– Bijoux in the news, with links to news stories about the

company

Share Report Abuse Next Blog >> Create Blog Sign In

Say It With Bijoux

Follow

with Google Friend Connect

F O L L O W E R S

Followers (345) More >>

BLOG ARCHIVE

2010 (24)

March (8)Say, “I’m Irish!”

NEWS: St. Pat’s Special

Welcome Spring

ABOUT ME

Bijoux Diamond Company

Bijoux Diamond Company is the oldest family owned, handcrafted jewelry company

WEDNESDAY, MARCH 17, 2010

Say, “I’m Irish!”

Happy St. Patrick’s Day to all of our Blog fans out there!

As a special offer, Bijoux Diamond Company stores nation-wide are hosting a LUCKY LEPRECHAUNS jewelry event! Here’s how to get involved:

1) Check out our YouTube video channel.

2) Watch the St. Patrick’s Day jewelry commercial. You should see a secret password in the bottom right-hand corner. The word only shows up for about 10 seconds, so keep an eye out!

3) Take the secret password to any Bijoux store by closing time today. You will be given a LUCKY LEPRECHAUNS scratch-off coupon to redeem at the register.

Lucky Leprechauns prizes include:

1) Free emerald stud earrings or silver shamrock earrings

2) Anywhere from 5 to 25% off any Bijoux purchase through March 31

3) An Ireland vacation for two

GOOD LUCK!

Say it with a Video Social Media Marketing Plan: Where are you

advertising; How are you promoting your product?• Create a YouTube Bijoux Diamond Company

channel• Encourage social media followers to send in

videos and stories to be featured• Upload commercials and promotional videos• Videos can be shown on the blog and

Facebook and can be linked to via Twitter

0:30 / 0:30 350 p

Search

Home Videos Channels Shows

Create Account or Sign In

Subscriptions History Upload

Bijoux Diamond CompanySay it with

Bijoux

Bijoux Diamond Company:

The Orchid Collection

BDCBijoux Diamond Company

Bijoux Diamond Company’s ChannelSubscribe Uploads Playlists

Replay

Search

Date Added | Most Viewed | Top Rated

Feeling Lucky?

99 views – 4 hours ago

Orchid Collection

314 views – 8 days ago

Colored Gems

78 views – 15 days ago

0:30 / 0:30360 P

Now, it’s Your Turn. Using the company your group created earlier,

build a social media marketing plan. Some things to consider:

What social media sites should we use? What is our target market? What should the goals of our campaign be?

This one might require you to look up some economic statistics of your company’s market and possible competitors.

What colors and identifiers should we use? The “Say it with Bijoux” campaign used pink, black, silver

and white, and pictures of orchids on each site. There were several different logos as well.