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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
“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.
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.
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.
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%)
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.
“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.
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
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.
INSTAGRAM
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.
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.
● 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
● 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