joinwell digital strategy
TRANSCRIPT
Joinwell Digital strategy
Assessment of current Digital Footprint and Short & Long term
digital strategy.
Joinwell’s Digital Footprint • 2,627 Fans • 12,708 visits* over last
6 months.• Currently dormant. • Currently dormant.
*The Google Search figure excludes all traffic coming from Joinwell Ltd.
Joinwell.com.mt Page Insights
Top of Homepage: Notes: • 13% of traffic went to the Product Section• 8.1% went to Contact Us• 0.1% went to Sign In.
Joinwell.com.mt Page Insights
Middle of the Homepage: Notes: • 6.9% of traffic went to Special Offers• 3.7% went to Weddings & Engagements• 3.8% Downloaded Brochures.
Joinwell.com.mt Page Insights
Footer of the Homepage: Notes: • 0% of traffic went for Promotions• 0% went to Social Media (FB link is broken) • < 1% went to Kids or Garden Furniture
10 Most Popular pages over the last 6 months:
User Journey Insights
Positives: • The top 5 pages are made up of 3 ‘brand
names’ and ‘Contact Us’.• The Average time on site is 3 minutes. • There are 4 Pages viewed on average per visit.
Understanding the Insights
Negatives: • Less that 1% ‘Signed in’ or Registered• 0% signed up for Promotional Email• 0% traffic the Social media engagement icons.
Understanding the Insights
Facebook page Insights
Very good use of Cover image space.
Additional Facebook apps can be added To increase engagement
Understanding Facebook Insights
Photo’s & Images are highly engaging
Understanding Facebook Insights
Audience is skewed towards a Young, Female bias
The location of Fans allows for tailored offers, basedon localized advertising.
Understanding Facebook Insights
The Positives: • Facebook audience is skewed towards shows a
young, style conscious Female. • Images achieve the best User engagement of
all types of postings to FB. • Facebook content is fresh and relevant.
Understanding the Insights
The Negatives: • Facebook apps section only features Photos
and Likes. More engagement tools like ‘Polls’, ‘Offers’, etc. need to be added.
• Based on the size of the Fan base, the audience ‘reach per post’ is less than would be expected. (<400)
• There are no clear Call to Actions to visit the main site, or take up special offers.
Understanding the Insights
The short term strategy would be to start using the Facebook page as a main broadcast channel for Offers, Product launches or to display Videos of new products. This strategy will require using multiple digital media channels, each with its own particular ‘voice’, and with a clear call-to-action.
Short Term Strategy
The end goal is to position Joinwell as the main resource for all Interior Design news, Trends,
Upcoming Designers, Design Awards, etc.
Short Term Strategy
The media channels that will be used are as follows: • Facebook: Main ‘Anchor’ for all digital comms. • Twitter: ‘Limited time only Offers’, News
Updates and Rewards based Call to Actions, e.g. “Re-tweet and You could win!!”
• YouTube: Display Product Videos, “How to Dress your House” demo videos, Adverts from product line e.g. Hulsta.
Short Term Strategy
• Tumblr: A blog describing what’s going on in the latest trends in Malta and Internationally. This can be used to showcase local designers using Joinwell products in either show houses, or for in-shop displays.
• Instagram: Promoting the latest products to arrive in Joinwell. This will also be used to encourage customers to upload images of their houses that have been decorated with Joinwell furniture, etc.
Short Term Strategy
Christina is 26, is an Accountant and is just married. She lives in a new, renovated, apartment in Floriana. Christina trained in the UK and lived in Paris for a while. Now she’s back in Malta and wants her apartment to look amazing. Christina reads Elle Décor, Luxe Interior and dislikes IKEA furniture.
Short Term Strategy: A Day in the Life
A Day in the Life
Christina is on a Interior Design page on Facebook. She see’s the Joinwell page and ‘Likes’ it. The next morning Christina gets a notification that Joinwell has added new photos of Hulsta Dining Tables. She logs into Facebook to see the photos, and “likes’ a photo.
A Day in the Life
Later that day, Christina receives a notification from Facebook to ‘follow’ Joinwell on Twitter. She goes to @joinwell to find a number of tweets directing her to some amazing images of show houses created by Joinwell.
She starts to follow @joinwell on Twitter
A Day in the Life
Friday evening, Christina recieves a Tweet from Joinwell. It is a link to a YouTube video for dining room set. She watches the video and is asked to post it to her Facebook page to enter a competition to win the dining room set.
Christina likes all the content she has seen so far on Joinwell and happily posts it to her FB profile.
A Day in the Life
Saturday morning, Christina receives a message saying she did not win the dining room set, but has won a 10% discount on a Hulsta dining table.
She is asked to ‘share’ her good news story about the 10% discount on her Facebook. If she does, she will receive a bonus of a Bottle of Champagne when completes her purchase of the table.
A Day in the Life: Comms Ecosystem
Each communications channel will serve a purpose. If we include a Flickr (Images), Tumblr (Blog) and Instagram (Mobile) channel, we can have multiple voices & ‘call to actions’.
An Overview of of the long term strategy will be to: • Showcase local talent & their connection to
Joinwell.• Provide “How to” tips to suit all budget types.• Use Competitions, Rewards and Incentives to
drive people into the shop to purchase goods.• Use Digital media to position Joinwell ahead of
its competitors as a leader in Interior design news and trends.
Long Term Strategy
Long Term Strategy
The long term strategy will entail aligning the Joinwell brand, the Facebook page, Twitter account and YouTube channel will all major interior design brands globally to deliver content locally. The strategy will also engage with local and International Interior Designers, to showcase their work and inspiration and show how they work with the products that Joinwell provides.
This will involve a combination of “Liking” their pages, ‘following’ their tweets and initiating a ‘back-link’ strategy to leverage their SEO ranking to improve Joinwell’s. The comms strategy will require daily uploading of content to be added to at least one of the media channels.
Long Term Strategy
This will be an intensive process over an initial 3 month period. Once this set-up period is over, the content will be supplied through our partners and followers.
The ongoing strategy will only require a minimum of twice weekly content updates of a maximum of 2 hours per week to maintain momentum.
Long Term Strategy
Forecasts for initial 6 months• 5,000 Fans • 28,000 visits* over 6
months.• 2,000 video views. • 500 followers.
*The Google Search figure excludes all traffic coming from Joinwell Ltd.
Costs
Initial Digital media profile set up and content creation: • 20hrs @ €20 per hour = €500 ex VAT• Monthly management: 15Hrs @€20ph = €300• Media Budget per month: €1,000 ex VAT.
• Total for initial set up and 3 month management & Media fee : €4,400
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