KollideTV_Social

KOLLIDE TV

SOCIAL MEDIA STRATEGY

OBJECTIVECreate a social media strategy that drives brand awareness and nurtures consumer loyalty in the multi-ethnic and LGBT communities, to cement Kollide TV as a top content provider.

Kollide TV

Brand Brief

BRAND: Kollidescope Networks

PROJECT: Social Strategy: Phase One

DATE: February 16, 2014

ASSIGNMENT: Social media plan

WHAT DO WE WANT SOCIAL TO DO? Establish Kollide TV as the go-to destination for original content that appeals to the multi-ethnic and LGBT consumer market.

MEASURABLE OBJECTIVES• Growth of awareness and traffic to the Kollide TV website • Increase in consumer engagement and content sharing • Development of voice and sentiment for the Kollide TV community • Convert viewers into brand evangelists to garner repeat traffic

WHAT DO WE KNOW ABOUT OUR TARGET? 18-49 socially-abuzz, primarily female. Consumes content online and on TV. They are concentrated in cities that are increasingly diverse. Partnered up or living alone. They do not only watch TV, but join the conversation on social media, taking part in digital dialogues with friends. She enjoys watching mainstream television, but desires a more diverse perspective and characters that feel familiar to her personality and background.

WHAT IS THE CONSUMER INSIGHT? Television is an everyday part of life to either mind-numb or gain knowledge. Staying culturally attuned is important to her. She has always desired multicultural tv, but the space is currently limited, therefore she consumes mainstream tv. The cultural void still stands. Online TV provides her more of a choice with programs that are curated to match her style and tastes.

WHAT IS THE SINGLE MOST IMPORTANT POINT TO COMMUNICATE?Kollide TV offers a platform where viewers will find relatable content with great story lines and professional production.

WHAT IS THE BRAND VOICE? Confident, Unpretentious, Sharp Wit, Edgy, Not afraid to laugh, and not afraid to address “hot topics.”

WHY SHOULD THEY BELIEVE IT?•Kollide TV will be the first platform that is geared specifically to this target market. The content is original and provides a space for new shows, as well as existing shows. •Kollide provides substance and an outlet for like-minded individuals to congregate and consume interesting TV.

WHAT DO WE WANT THEM TO THINK/DO IN RESPONSE? View Kollide TV as a go-to source for amazing digital TV and share with their friends / online communities. The hope is to build a community of returning viewers.

reaching the audience

Build a digital conversation around the Kollide TV brand experience in order to acquire new fans to build the foundation for future consumers.

Create Brand Awareness

Drive Viewership

Nurture Evangelists

Make them understand that we see the gap in the online TV market for multi-ethnic groups and we want to fill the void with relatable content.

Create connections with the community by creating an “us” mentality.

We want her to love the characters and feel connected to the site due to it’s unique content.

social landscape

Brand pulse monitor and social conversation driver. Drives personality and image.

Activate new fan base and use sponsored content to drive fan growth. Also use as a home to provide insider information and content snippets.

Community cornerstone & voice. Destination to deliver mass messaging to fans.

Opinions, tips, debates, news sharing, and conversations amongst friends. [e.g. #BlackTwitter]

Share exclusive peeks into the lifestyle of Kollide TV. Offer snippets of video content.

A visionary chronicle of all things Kollide. Create aesthetic connections with the community of fans.

voice

The personality for Kollide will grow through social media. Rather than marketing to the consumer, we will position the landscape as a peer that speaks with a human, relatable voice.

The digital voice is: - In the know - Positive - Snarky at times - Authentic - Honest - Real

Fan persona

Name: Robin JohnsonAge: 31From: Chicago, ILCurrent City: Atlanta, GACollege: Clark Atlanta University

Favorite Activities: Red wine to relax, restaurant outings, Friday night outings, cooking, enjoying family

Can’t live without: iPhone, car keys, family, friends, TV, Internet, travel

Favorite TV: Scandal, Breaking Bad, Anything on Bravo, Real Housewives, Netflix originals

Favorite Music: Beyonce (women’s empowerment,) Top 40 Hip Hop, some jazz, some Katy Perry

Hobbies: Blogging, Cooking, Spin classes, Shopping, TV

mood board

content buckets / tactics

Create Kollide TV as a destination space for viewers by providing a weekly exclusive show premier night.

Create short teasers to garner excitement for premier nights, also create show specific brand messages to push out on Twitter.

New shows and advancements in website features, press roundup, actor updates, multi-ethnic news.

Shared articles, pictures of celebrities, shared lifestyle links, Kollide TV press releases, shared content from brand partners and advertisers.

Inside the Kollide TV life and the featured shows.

Images, interviews, short videos, “on the set” scenarios, exclusive info

TGIF!

NEws | Updates

behind the scenes

character spotlightsEngage with the actors and build a fan base surrounding their existing fans.

Twitter messages and conversations, sharing pertinent info and character profiles.

ChannelsFacebook (2 posts per day + responding to comments)

•Create a two-way dialogue with fans around TV & news topics•Feature more substantial multicultural content to inspire regular, recurring consumer engagement and interaction

Twitter (3-5 posts per day + replying to mentions)

•Relay the Kollide TV “stream of consciousness” as it relates to shows and programming (Did you see what Tamera on tonights episode did to her boyfriend?!) •Provide in-the-moment thoughts & opinions and retweet great articles (ex: We love Obama, and we are completely ready for his new policies)

Instagram (1 post per day + replying to comments)

•Chronicle of all things Kollide (ex: travel, new shows, characters, actor sightings, etc)•Behind the Scenes at Kollide – photos of creative team brainstorming, mood boards, and also tap into the sets of the featured shows•Posts tagged with #KollideTV hashtag can be aggregated into Facebook

measure successKey Indicators Increase in fans and followers across social networks Engagement and click-through rates on Facebook and Twitter

Resources Hootsuite, Facebook Insights, Google Analytics

• Impressions: post impressions, page impressions (i.e. views, likes, retweets, reblogs)

• Links and URLS: are they driving traffic back to the site?

• Response rates: are we building a conversation with the targeted viewer? Is the info being shared? Are viewers returning?

• Is social media converting the communities into fans? Are the posts generating activity to the site? Are they engaging in social content by writing messages?

•Monitoring•Provides understanding of user personalities by tracking click - through and share behaviors

•Helps maintain online reputation by tracking sentiment around specific progams or aspects of the brand experience

•Spots emerging trends by tracking how online communities are discussing the programming and other existing shows

•Enables marketing team to act on potential issues by tracking brand mentions across a wide variety of platforms where users can comment

Acquisition tactis

Blogger Initiatives Partner with multicultural bloggers to help establish credibility and awareness in the community and leverage their influence to tap new audiences. Budget: TBD

Facebook Promoted Posts Buy ‘Sponsored Stories’ encourage fan acquisition and increase brand awareness (Est. cost: $1.00 - $2.00 per fan)Budget: TBD

Twitter• Follow users who engage with key competitors, which often results in a follow-back Use #FF hashtag, mentioning users who mentioned @KollideTV Hold Monthly ‘RT and Follow’ tweepstakes allowing users to to win new access to content / partner gifts

• Engagement Growth:Regularly ask users to RT posts. Ex: ‘RT if you loved tonights new episode”

Instagram Hold hashtag contests / sweeps. Cross promote on Instagram and Facebook. Engage with active users and fans daily.

next steps•Discuss strategy and cross-promoting tactics with other marketing objectives.

•Implementation and getting started.

•Budgets, if any.