sb gift baskets final report

marketing & consulting

Santa Barbara Gift Baskets

Prepared For: LEEANNE KRYDER WRIT157A 03.03.16

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Table of Contents

1.0 ExecutiveSummary 3

2.0 Introduction 7

3.0 Hootsuite 11

4.0 Blog 195.0 Facebook 236.0 Twitter 437.0 Instagram 558.0 LinkedIn 799.0 MailChimp 9310.0 Conclusion 10511.0 AppendixA–Resumes 10912.0 AppendixB–MasterCalendar 11713.0 AppendixC–Sources 121

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1.0 Executive Summary

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1.0 Executive Summary ThisSocialMediaStrategyisintendedtobeusedfordirectimplementationandasatemplateforAnnetocreateherownmaterialsinthefuture.ThegoalofthisdocumentisnotonlytoprovidesocialmediacontentforSantaBarbaraGiftBasketsonmultiplesocialmediaplatforms,butalsotoserveasalearningtoolandreferenceforthebusinessasitcontinuestogrow.ThisStrategyprovidesbackgroundinformation,generalguidelines,specificinstructions,andviablecontentforSantaBarbaraGiftBasketstoutilizeonHootsuite,blogplatforms,Facebook,Twitter,Instagram,LinkedIn,andMailChimp.Hootsuite,asocialmediamanagementplatform,isathirdpartytoolusedtomaximizeefficiencyofsocialmediamarketing.Itallowsuserstopostmessagesacrosssocialmedianetworksusingonecentralsoftwareinatimelymannerinordertomoreefficientlygeneratecustomerinteractionandfeedback.Ablogisusedtohighlightasmallbusinessowner’spersonalitytocurrentandpotentialconsumerswhilealsogeneratinginterestinsupportingthebusiness.Bywritingaboutpersonalexperiences,thetargetaudiencewillgettoknowthefacebehindtheproductandbetterresonatewiththebusiness’smissionasaresult.Consumerswanttobuyfrompeopletheylikeandtrust;ablogisagreatwaytobringapersonaltouchtoabusinessandestablishrapportwithclients.Withamassivedatabaseofusers,Facebookisanideallocationtobuildacommunityaroundyourbusiness.Itisagreatplatformtopersonallyconnectwithandfosterarelationshipwithabusiness’stargetmarket,whileupholdingtheprofessionalismofthebusiness.MaintainingaFacebookprofileincreasesexposureinthecommunity,improvesthebusiness’sSEO,andstrengthensbrandingatnoadditionalcost.Twitterisagreatplatformtostayconnectedwithfollowersandshareinformationinstantaneously.Twitter’slargeactiveuserbaseisastraightforwardoutlettoexpandthereachofabusinessandconnectwithcustomersmoreefficiently.Instagramhasdevelopedintooneofthemosteffectivebrand-buildingtoolsofourtime,notedas“thesinglemostimportantsocialnetwork”amongAmericanteens(LePage,2015)becauseofit’sabilitytofacilitateengagementmuchbetterthanothersocialmediaplatforms.AstrongInstagrampresencecangrowabusinessbyincreasingconsumertraffictothecompany’swebsite,expandingbrandawareness,andultimatelydrivingproductsales(LePage,2015).

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Withmorethan380millionmembers,LinkedInisthemostpopularsocialmediaplatformforprofessionals.Whilethenetworkisprimarilyusedtobuildandendorsecareers,italsooffersmanytoolstohelpabusinessgrowitsbrandandaudience.LinkedIncanbeeffectivelyusedasaninteractiveonlineresumeforyourbusiness,andcanhelpdrivebusiness-to-businesssales.TheMailChimpserviceincludesfeaturesandintegrationsthatallowuserstosendmarketingemails,automatedmessages,andtargetedcampaignstocustomers.E-mailnewslettershelpmaintaincustomer-businessrelationships,especiallywhenvisitsarerelativetothefrequencyofoccasion,accordingtoJones(2014).E-newslettershelpmaintainregularengagementbetweentheretailerandthecustomer,whichiscriticalformaintainingcustomerloyaltyovertime.Emailnewslettersalsocreatecustomerexclusivity.Byofferinguniquepromotionsorinformation,subscribersfeelvaluedandaremoreinclinedtoremaindevotedtoabusiness.Wehopethatafterimplementingthecontentcuratedforthisstrategyandadoptingthesuggestedbestpracticespresentedinthisdocument,SantaBarbaraGiftBaskets’socialmediafollowingandsaleswillcontinuetoincrease.

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2.0 Introduction

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2.0 Introduction ThisSocialMediaStrategyistheproductofthoughtfulresearchandcreativeimplementationfromInspireMarketingandConsulting,comprisedofsixdedicatedgroupmembers(seeAppendixAforresumes).PiaBeckisafourthyearCommunicationandPsychologydoublemajorandProfessionalWritingforBusinessCommunicationMinor.Throughouthercareer,PiahasworkedinBusiness-to-BusinessSales,DigitalMarketing,andPublicRelations.Aftergraduation,PiaplanstostayintheSantaBarbaraareaworkinginRecruitingandBusinessDevelopmentbeforepursuingherdreamofopeningawellnessinstitution.Inhersparetime,Pialovestocook,read,andbephysicallyactive.MarissaMcClureisasenioratUCSBmajoringinCommunication.Inadditiontohermajor,MarissaisalsoworkingtoobtainaminorinProfessionalWritingforBusinessCommunicationaswellasaCertificateinTechnologyManagement.Throughoutherhighschoolandcollegeyears,MarissahasheldpositionsinMarketing,EventCoordinating,SalesSupport,andQualityAssuranceTesting.AftergraduationshehopestosecureapositioninMarketingfortwoyearsbeforeattendinggraduateschooltoearnherMBA.RichardPalaciosisafourthyear,undergraduatestudentattheUniversityofCalifornia,SantaBarbara,workingtowardsaB.A.inCommunicationandaMinorinProfessionalBusinessWriting.Hisobjectiveistoobtainapositioninpublicrelationsthatallowshimtoutilizehismultimediaandbusinesswritingbackgroundtocreateandmaintainafavorableimageforaglobalcorporation.Throughaglobalmindset,Richardaimstocommunicateawarenessandappreciationforculturallydiverseclientsandorganizationsaroundtheworld.RoxanaRaziisathirdyearEconomics&AccountingmajorandProfessionalWritingforBusinessCommunicationminor.SheisoriginallyfromPalosVerdes,CaliforniaandplanstomovetotheBayAreaaftergraduation.EikeHoffmannisafourthyearEconomicsandAccountingstudent,alsominoringintheWritingMinoratUCSantaBarbarawhoislookingtobeginacareerinmarketingorrealestateupongraduation.HavinglivedinChileforpartofhisjunioryear,hehopestoliveandworkallovertheworld.Inhisfreetime,Eikelikestocook,playsoccer,andpracticephotography.CindyChanisafourthyearundergraduateatUCSBmajoringinEnglishanddouble-minoringinFrenchandProfessionalWriting.Inherpersonallife,Cindyvaluescreativeexpressionandhealth/wellness.Drivenbythisinclinationtowardthemaintenanceandimplementationofcolorful,healthymodesofcommunication,sheaimstopursueaprofessionalpositionthatutilizesinsightssourcedfromstronghumanconnections.

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SantaBarbaraGiftBasketswasfoundedinbyAnnePazier,aSantaBarbaranative,andherhusband,alocalfirefighter.Anneandherhusbandstartedthisbusinessintheirgarage,andafteronelargeorder,hadthefundstoinvestinanewspace.Almostayearago,SantaBarbaraGiftBasketsacquiredaretaillocationinOldTownGoleta,andcurrentlysellslocalfares,assemblescustombaskets,andhostscommunityclassesandeventsinthisindustrialyetinvitingspace.Anne’sbusinesshasbeenremarkablysuccessful,mostlyduetoseveralcorporateclientswhorepeatedlyplacelargeorders.However,Annefelttheneedtorefinehercommunicationwithpotentialnon-corporatebuyersbyestablishingabetterunderstandingofsocialmediaandemailmarketingtacticsinordertoattractmorefoottraffic,attendancetoevents,andindividualpurchases.TohelpAnnefeelmoreconfidentinhercommunicationwithclientele,wehavecreatedaSocialMediaStrategythatisdesignedforherspecifictargetmarket.ThisSocialMediaStrategyisintendedtobeusedfordirectimplementationandasatemplateforAnnetocreateherownmaterialsinthefuture.ThegoalofthisdocumentisnotonlytoprovidesocialmediacontentforSantaBarbaraGiftBasketsonmultiplesocialmediaplatforms,butalsotoserveasalearningtoolandreferenceforthebusinessasitcontinuestogrow.ThisstrategyincludesaMother’sDaycampaign,tobeimplementedintheweeksleadinguptotheholiday.Inaddition,thisdocumentalsoincludesreasoningforwhyeachplatformshouldbeused,guidelinesforcreatingsuccessfulpostsoneachplatform,andinstructionsforrecreatingcontentsimilartotheonesprovidedinthisdocument.Currently,SantaBarbaraGiftBasketshasasubstantialfollowingonsocialmedia,including813fansonFacebook,435followersonTwitter,1,658followersonInstagram,and500+connectionsonLinkedIn.Wehopethatafterimplementingthepostscuratedforthisstrategyandadoptingthesuggestedbestpracticespresentedinthisdocument,thesenumberswillcontinuetoincrease.Thisreport,organizedbyplatform,outlinesthespecifictechniquesneededtosuccessfullyuseFacebook,Twitter,Instagram,MailChimp,ane-mailmarketingplatform,blogpostsandHootsuite,athirdpartylaunchingsoftware,tothebusiness’advantage.

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3.0 Hootsuite ####

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3.0 Hootsuite 3.1 Introduction Hootsuiteisasocialmediamanagementplatformthatwillallowyoutopostmessagesefficientlyandeffectively.Withthisplatform,usersareabletoschedulemediapostsacrossplatformsinadvance.Thisway,youcanscheduleallyourpostsfortheweekandhavethemlaunchedatthetimesthatyouwantthemtobeposted.Inadditiontoplanningyourpostsinadvance,Hootsuitealsoallowsyouengageinconversationsacrosssocialnetworkswhilestayinginoneplace.Forexample,youcanmonitorandengagewithfollowersonTwitter,Facebook,Instagram,etc.allthroughonesite.3.1.1 When to Use Hootsuite Becausedifferentindividualsandorganizationshavedifferentgoalsandmediainterests,Hootsuiteoffersthreedifferentplans:Free,Pro,andEnterprise.TheProandEnterpriseoptionsoffersomefeaturesthatarenotofferedintheFreeprogram,yetwerecommendthatyoustartwithaFreetrialtotestthelikabilitybeforeyoucommit.Wehaveprovidedinformationonallthreeplanssothatyoucanunderstandthebenefitsofeach.

Figure:3.0CourtesyofHootsuite.com

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Hootsuiteshouldbeusedtoconservetabspaceandtimebyplanningpostsfordifferentsocialmedianetworksononeconvenientplatform(Cetin,2013).UsersareabletoconnecttheirTwitter,Facebook,Google+,LinkedIn,Foursquare,WordPressandMixiaccountstoHootsuite.ForthepurposeofSBBaskets,werecommendthatyouusethistooltopostontoyourTwitter,Facebook,Instagram,andLinkedInaccounts.Withthisplatform,youwillbeabletoschedulepostsfortheentireweek,month,orevenmonthsinadvance.3.2 Tutorial AHootsuiteaccounthasbeencreatedforyouandthecredentialsareasfollows.

Username:[email protected] Password:(YourpasswordwasgiventoyouinpersonbytheWRT157Ateam)Thefollowingstepswilldemonstratehowtosetupconnectionswithdifferentsocialmedianetworksaswellashowtoscheduleposts.Forthepurposeofthistutorial,wearereferencingtheFreeversionofHootsuite.

1. Onceyouhaveloggedintoyouraccount,selectthesocialmedianetworksthatyouwouldliketoconnect.Clickonthenetworksyouwouldliketoconnectandenteryouraccountinformation.

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2. Afteryousetupyouraccounts,youwillseeascreendisplayingthedifferent

“streams”(socialnetworkaccounts)thatyouhaveconnected.TheexamplebelowshowsauserwhoconnectedherFacebookasastream.NOTE:Toposttoadifferentstream,simplyclickontheStreamthatyouwanttoposttoandfollowthesamesteps.

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3. Toscheduleapost,simplytypeyourmessageintheboxatthetopofthepage.

Youhavetheoptiontoaddalink,anattachment,andalocation.

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4. Afteryouhaveaddedyourmessage,clickonthecalendaricontoselectadateand

timeforthemessagetopost.

5. Onceyouhaveselectedthedateandtimeofpost,clickSchedule.

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6. Toseeyourscheduledpostsortorevisethem,clickontheScheduledicononyour

stream.7.

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4.0 Blog ###

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4.0 Blog 4.1 Introduction Thebigquestionthatmanysmallbusinessesshareis,“IfIalreadyhaveawebsite,doIreallyneedablog?”Ouranswertothisquestionis“Yes!”Blogsprovideapersonalizedplatformthatallowssmallbusinessestointeractwithclientsandpotentialconsumersinacomfortableenvironment.OneofthegreatestqualitiesofSBBasketsisthatitisalocal,family-ownedbusiness.Thesekindsofbusinessespossessacertaintypeofcharmthatbigcorporationsstruggletocultivate.Manyconsumershavethedesiretohelplocalbusinessesandtoactuallyknowthepeoplethattheyaredoingbusinesswith.Ablogwillallowyoutosharepersonalexperiencesaswellasmentionyournewproductsdirectlytohertargetaudience.Ifusedeffectively,ablogcandothefollowing(Recruiterbox,2012):

• Allowbusinessownerstosharetheirpersonalexperiences• Utilizeoptimizationforsearchengines• Addapersonaltouchtoyourbusinessmodel• Interact/gainfeedbackfromconsumers• CreatebuzzaboutSBBaskets• Growyournetwork• Attractyourtargetaudiencetoyourmainwebsiteorothermediaplatforms

Notonlywillablogbeaneasytouse,inexpensivemarketingpiece,butitwillalsoallowyoutogettoknowyourclientsonapersonallevel.Themostimportantcomponentofwritingthisblogistobeyourself.Youraudienceisinterestedingettingtoknowmoreaboutyouandyourbusiness,sobehonestandcomfortableinyourwriting.Youarenotconfinedtowritingaboutaspecifictopicorworryingabouthowtostructureyourwork.Instead,justsitdownandstartwritingaboutsomethingthatinterestsyou.Thisbloghaspotentialtobeagreatmarketingplatform,butitisalsoawayforyoutoexpressyourselfanddemonstratethepassionthatyouhaveforyourbusiness. 4.2 What to Write About Therereallyisnorightorwrongwaytoblog.Thisplatformisaboutexpressingyourselfandgettingpeopleexcitedtolearnmoreaboutyouandyourbusiness.Withthisinmind,keepyourblogupbeatandtrytoblogabouttopicsthatyouandyouraudienceareinterestedin.AccordingtoDeMers(2014)youmustfirstaskyourselfthequestions“What’stheuniqueangleofthispost,andhowwillithelpmyaudience?”Whenbrainstormingatopicthatyouwanttoblogabout,besuretoidentifytheexperiencesyouhavehadwiththis

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topicandhowyouaddsomethingnewtotheconversation.Besurethatthistopicisuniqueandthatyouraudiencewillbeinterestedinwhatyouaresaying.Youexpressedthatyoudoenjoywriting,sousethisasanopportunitytoexpressyourcreativityandletyourcustomersgettoknowyou.Theseareafewsampletopicstogetyouthinkingaboutwhatyouwanttowriteabout.Again,thisblogisallaboutyousoifnoneofthesetopicsappealtoyouthenmakeupyourowntopic.SampletopicsforMother’sDay:

• Somethingyouhavelearnedthatmostmotherscanrelateto• DifferentbasketscreatedspecificallyforMother’sDayandwhyyouchoseto

includeeachitem• BestactivitiestodowithyourmomonMother’sDay

OtherSampleTopics:

• Whatyouhavelearnedthroughstartingyourbusiness• Tipstowomenwhowanttostarttheirownbusiness• Whyyoustartedyourbusiness• Aspotlightonthedifferentvendorsyoubuyproductsfrom

4.2.1 When to Post BasedontheaudienceandeventsthatcharacterizeSantaBarbaraGiftBaskets,werecommendthatyoucreateablogpostonceamonth.Wesuggestthatyoupostonthefirstofeachmonth,butyoumayalsochangethisdateifthereisamoreconvenientpartofthemonththatworksforyou.SeeAppendix***forafullcalendarthatincludesscheduleforblogpostsandtherestofyoursocialmedianetworks.4.2.2 Where to Put Your Blog Afteryouhavecreatedablogthatyoufeelconveysyourpersonalityandappealstoyourtargetaudience,youneedtomakesureyourcustomersareabletoviewit.Todothis,werecommendmakinga“Blog”tabonyourwebsiteandpostingeachlogdirectlyonthepage.Inaddition,tobringbuzztoyourblog,weadvisethatyoupostthelinktoeachblogontheSantaBarbaraGiftBasketsFacebookpagewithabriefmessagethatwillgetpeopleinterestedtoreadaboutit.

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5.0 Facebook 5.1 Introduction Facebookisagreatplatformtopersonallyconnectwithandfosterarelationshipwithexistingandpotentialclients(Robshaw-Bryan,2013).Withamassivedatabaseofusers,Facebookisanideallocationtobuildacommunityaroundyourbusiness.MaintainingaFacebookprofileincreasesyourexposureinthecommunity,improvesyourbusiness’SEO,andstrengthensyourbusiness’sbrandingwithnoadditionalcosts(Flannagan,2013).5.1.1 Benefits of Using Facebook WhileLinkedInservesasaprofessionalhub,Facebookcanbeusedtopostmoreengagingcontentandappealtoyourfans’interests;itgivesyourbusinessapersonaltouch(iMarketingFactory,2011).However,itisimportanttomaintainaprofessionalappearanceonyourbusiness’Facebookprofile.Thecontentandmaintenanceofyourprofilespeaksaboutyourbusinessjustasmuchandinthesamewayasabrochureorbusinesscard.FacebookpostsoffertheopportunityshareamoresubstantialamountofinformationwithfansascomparedtoTweets,whichareveryminimalandhaveashortshelf-life.Facebookpostscanincludeengagingtext,aphotothatwillbevisuallyappealingtotheviewer,oralinktooutsideinformationsuchasyourwebsiteorarelevantarticle.Theyhavealongershelflifebecausetheyoftenre-appearonfollowers’homefeedsseveraldaysafterbeingposted,andcaneasilyberevisitedonyourpagebyfollowers.Similarly,whileanInstagramphotoisapurelycreativeexpressionofyourbusiness,Facebookisanappropriateplatformtosharecriticalinformationtoyouraudience,withacreativetouch.AnotherbenefitofFacebookisthatitautomaticallyrecordsdemographicinformationaboutyourprofile’sfollowersandtheusersthatengagewithyourcontent.Thisinformation,foundinInsights,canbehugelyusefulinrefiningthecontentyoupublishinordertoappealtoyourtargetmarket(Williams,2012).ByfrequentlyreviewingyourInsights,youcandevelopaloyalfan-baseandultimatelyincreasesales(iMarketingFactory,2011).5.1.2 Paid Advertising on Facebook FacebookalsoallowsuserstomakeadsandpayfortheirpromotionthroughAdsManager.Thiscanbevaluablebecauseitallowsyourpagetobypassthealgorithmusedtofilterwhichinformationshowsuponyourfollowers’homefeeds.Creatingapaidadessentiallybuysyoumorevisibilityonyourfollowers’feeds,anditislikelyyouwillexperiencemuchmoreengagementonthatpostintheformoflikes,comments,andshares.Themoremoneyyou

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attributetothead,themoretrafficitwillget.However,youdon’thavetospendalotofmoneyoneachad.Ifyouestablishanadbudgetof$50,youcancreate10adsfor$5each,5adsfor$10each,or2adsfor$20eachand1adfor$10,etcetera.YoucanlearnmoreaboutcreatingsuccessfulFacebookadsat:http://www.socialmediaexaminer.com/4-ways-to-optimize-your-facebook-ads/ 5.2 Posts ThefollowingpostshavebeencreatedwiththeintentionofbeingusedinthethreeweeksleadinguptoMother’sDay.Thesepostsarecomprisedofa“mix”oftopicsinordertoavoidrepetition,butarecraftedaroundthecentralthemeofpromotingSantaBarbaraGiftBasketstothoselookingfortheperfectMother’sDaygift.Theitemsinredareplaceholders;inotherwords,thetextthatexistsistodemonstratewhatwillbeincludedinthepost,butyouwillneedtosubstitutetheappropriateinformation.Thelinkforeachpostwillautomaticallygeneratealinktemplateonthepost,thenshouldbedeletedfromthetextofthepost.Eachpostalsoincludesathumbnailsizescreenshotofthephotothatshouldaccompanyeachpost.Theseareforreference.Whenconstructingthepost,thefullsizedimageshouldbeused.

1. JoinusthisThursday,(date)forhappyhouratourretaillocation,5-7pm!Thisweek,wewillbeservingwinefrom@FessParkerWineryperfectlypairedwith@SantaBarbaraCheeses!Bringafriendandyoubothreceive10%offyourpurchasethatnight.PleaseRSVPatsantabarbaragiftbaskets@hotmail.com

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2. Mother’sDayisrightaroundthecorner!Celebratethemotherinyourlifewitha

beautifullyarrangedbasketfullof#Localgoodsfromsomeofourfavoritevendors.Orderonline,orstopbyourretaillocationat230MagnoliaAve,10am-6pmMonday–Friday.

3. Justin:#Organic#Localpopcornfrom@Bob’sPopcorn!Welovethistastytreat

becauseit’scraftedwithloveandcomesinavarietyororiginalflavors.Stopbyourretaillocationtoshopforyourfavoriteflavor.

(INSERTPHOTOOFNEWPRODUCT)

4. Welovethesecreativeideasfor#MothersDay#GiftBaskets.Wereyouinspired?Comeintoourshopandwe’llhelpyoubuildyourown!http://www.realsimple.com/holidays-entertaining/holidays/mothers-day/mothers-day-gift-basket-ideas

(NOTE:thisphotoisascreenshottakenfromthelinkabove.Youcaneasilydothesame.Bysavingthephotodirectlyfromthelinkandre-insertinginthepost,youcan

bypasspotentialproblemswiththeauto-generatedphoto)

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5. HereatSBGiftBaskets,ourgoalistocreatethebestbasketforyourgift-givingneeds.Wanttomakeyourgiftbasketmorespecialforthepersonreceivingit?Wecanincorporatepersonalitemsintothebasket,alongwithourselectionoflocalfares.Visitourwebsitetolearnmore:http://www.santabarbaragiftbaskets.com

6. Can’tdecidewhattogetyourmomfor#MothersDay?Comecheckoutourthoughtfullygatheredselectionofcandles,lotions,andrefreshmentsfromlocalvendors.Thosewithacreativeedgecanbuildtheirownbasket,oryoucanselectyourfillingsandwe’llbuilditforyou!http://www.santabarbaragiftbaskets.com

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7. Wanttosendabitof#SantaBarbaratoyourfriendsandfamily?Ourbasketsare

filledwithonlythebest#Localgoodsfromourhand-pickedvendorslike@Vendor1,@Vendor2,@Vendor3,andmanymore.Stopbyourretailspaceat230MagnoliaAveinOldTownGoletatocreateyourultimateSantaBarbaraGiftBasket.

8. WelovetheStagecoachStoutfrom@FigueroaMountainBrewCo,especiallywhen

pairedwith@SantaBarbaraPistachiosand@ShaloobMeatCoinourBeerSamplerBasket!Pickupyoursatourretaillocation,230MagnoliaAve,ororderonline!

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9. It’snottoolatetothankthemothersinyourlifeforalltheydowithanartfullyarrangedSantaBarbaraGiftBasket!Stopbyourshoptocustomdesigntheperfectbasketfor#MothersDay!

10. Areyouafanof@SantaBarbaraBarslikeweare?Orderyournextbasketcompletewithyourfavoriteflavorandotherlocaltreats!ContactAnneat(805)689-7561tocustombuildtheperfectbasket.

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11. HappyMother’sDayfromSantaBarbaraGiftBaskets!Weareallsogratefulto

havelovingandinspiringwomeninourlives.Besuretoappreciateallthemothersinyourlifetoday!

5.3 Scheduling Calendar

Mon Tues Wed Thurs Fri Sat Sun April11Post1@10:17am

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14Post2@1:08pm

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17Post3@2:36pm

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19Post4@12:13pm

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22Post5@9:29am

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25Post6@3:33pm

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28Post7@11:09am

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May1Post8@1:02pm

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3Post9@4:05pm

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6Post10@2:13pm

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8Post11@11:24am

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5.4 Tutorial ThissectionoutlinesgeneralguidelinesandbestpracticesforcreatingFacebookpostsandspecificinstructionsforhowtocreateoptimalposts. 5.4.1 Guidelines

1. Postsshouldappearprofessional.Oftenapostwillhavetobemanuallyaltereda. Manuallychangingpostsmayincludeswappingoutadifferentpicture,

changingtheauto-generatedtextaccompanyingthelink,andremovingorBitly-ingthelinkinthetext.

2. Postsideallyshouldbescheduledeveryotherdayoreverytwodays;however,youcanscheduleuptoonepostperday.Postingmorethanonceperdayshouldhappenonlyundercertaincircumstances(suchasalastminuteeventorpromotion,orfortimesensitiveinformation).Postingmorethan2daysapartshouldbeavoidedwheneverpossible.Becausepostscanbescheduledaheadoftime,itshouldnotbehardtoavoidlonggapsinposting.

3. Postsshouldbescheduledatvaryingtimesofday,soasnottoappearautomatic.Forexample,ifapostonTuesdayisscheduledat10:41am,apostonThursdayshouldbescheduledat2:18pm.Whenschedulingposts,chooserandomtimes,suchas1:33pm,ratherthanroundingto1:30pm.

5.4.2 Instructions IfyoudonotwishtoschedulepostsviaHootsuite,youcanalsoschedulethemdirectlyfromFacebook.GeneralInstructions

• TotaganotherFacebookuser,suchasavendorofoneoftheproductsyouoffer,[email protected],andyoucanselectthecompany.

o NOTE:Facebookdoesnotautomaticallytagusersifthe@appearsinfrontoftheirname.Youmustmanuallytagusers.

o Besuretodeleteextralettersthatmaybeleftoverafterthetaghasbeeninserted

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o Ifthecompanydoesnotappearonthedropdown,youcan§ openanewFacebookwindowandmakesurethatyourprofile

“likes”theirprofile,thentryagain.§ OpenanewFacebookwindow,gototheirprofile,andcopytheir

handlefromthenavigationbar,thencopythisintothepostafterthe“@”

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Creatingapostwithalinkattached1. GotoSBGiftBasketsprofile2. Copyandpastetextandlinkintostatusbox.Waitforauto-generatedlink(image+

text)toshowup

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3. Lookthroughtheauto-generatedimageoptionstoseeifanyimagelooks

appealing• Ifso,selectthatimage• Ifnot,clickthe“+”boxanduploadanimageofyourchoice

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4. Lookatheadingandsub-textinlinkbox.• Ifthetextseemsappropriate,letitbe.• Ifyouwanttochangethetext,hoveryourcursoroverit.Thetextshould

nowbehighlightedinyellow.Clickthetextandeditasnecessary.5. Removeorbitlythelinkinthestatusbox.6. Inthelowerlefthandcorner,clickonthedropdownnexttothe“post”button7. Select“schedule”

• NOTE:youcanalsobackdatepostsbyselecting“backdate”inthisdropdown

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8. Inthepop-upbox,inputdateandtimeyouwishtheposttogolive.

9. Click“Schedule”10. Onprofile,understatusbox,noticethatyounowhaveXpostsscheduled.

• Click“seeposts”• Clickthepostyoujustscheduled.• Thisishowthepostwillappearwhenitgoeslive.

i. Ifyoulikeit,youaredone.ii. Ifyoudon’tlikeit,click“edit”inthelowerrighthandcornertoedit

thetextonly.Ifthereisaproblemwiththeimageorthelink,clickthedropdownnexttothe“edit”buttonanddeletethepost—youwillhavetoresizetheimageandstartover.

iii. Inthisdropdown,youalsohavetheoptionto“reschedule.”Thisoptionwillnotchangethepostatall,butwillallowyoutoscheduleitforadifferenttime.

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Creatingapostwithaphotoattached

1. GotoSBGiftBasketsprofile2. Copyandpastetextintostatusbox.

• Besuretoaddanynecessarytags-the@signdoesnotautomaticallytag3. Clickthecamerabuttoninthelowerlefthandcornerofthestatusbox

4. Uploadthephotoyouwishtoattach5. Inthelowerlefthandcorner,clickonthedropdownnexttothe“post”button6. Select“schedule”

• NOTE:youcanalsobackdatepostsbyselecting“backdate”inthisdropdown

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7. Inthepop-upbox,inputdateandtimeyouwishtheposttogolive.

8. Click“okay”9. Onprofile,understatusbox,noticethatyounowhaveXpostsscheduled.

• Click“seeposts”• Clickthepostyoujustscheduled.• Thisishowthepostwillappearwhenitgoeslive.

i. Ifyoulikeit,youaredone.ii. Ifyoudon’tlikeit,click“edit”inthelowerrighthandcornertoedit

thepost.iii. Inthisdropdown,youalsohavetheoptionto“reschedule.”This

optionwillnotchangethepostatall,butwillallowyoutoscheduleitforadifferenttime.

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CreatingaFacebookEvent1. GotoSBGiftBasketsprofile2. Atthetopofthepageunderthecoverphoto,select“more

3. Inthedropdownmenu,select“Events”4. Click“Createevent”

5. Addaneventphoto,nametheevent,addlocation,time,URLofticket-purchasesite(ifapplicable),typeadescriptionoftheeventselectacategory

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6. Publish,byclickingthe“Publish”buttonorschedulebyclickingthedropdown

arrownexttothePublishbutton

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6.0 Twitter

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6.0 Twitter 6.1 Introduction Twitterisagreatplatformtostayconnectedwithyourusersandshareinformationinstantaneously.Twitter’slargeactiveuserbaseacrosstheglobecanbeagreatoutlettohelpyouexpandthereachofyourbusinessandconnectwithyourcustomersmoreefficiently.Becauseofthe140-characterlimit,tweetsaremuchshorterthanpostsonFacebookorothersocialmediasites,andalsohaveashortershelflife.Asaresult,itisimportanttopostmorefrequentlytostillgaintractionandremainrelevantonyourcustomer’sfeeds.6.1.1 Why Use Twitter for Your Business TherearemanywaysTwittercanbehelpfulforyourbusiness.Firstofall,Twittercanbeagreatwaytostaycurrentwithyourindustryandtrackwhatcustomersaretrulyinterestedin.Followingothergiftbasketbusinessesordesignerssimilartoyoucanhelpyourbusinessstayuptodatewithtrendsaswellasgiveyouideasonhowtocontinuouslyexpandyourbusiness.Twitterallowsyoutoconnectwithvirtuallyanyone.Therefore,youcaneasilyjoinorstartdiscussions,andcommunicatewithotherstohelpboostyourprofileanduserbase.Replyingtotweetsorre-tweetingcertainpostscanhelpyougetyournameouttheremoreoftenandreachalargeraudience.Inaddition,Twitterallowsyoutocultivatevaluableconnectionsyoucouldpotentiallyuseforyourgiftbaskets.Ifyou’dliketoexpandyourproductline,youcanconnectwithotherSantaBarbarabusinesseseasilyonTwitterandformarelationshipthatcouldbemutuallyprofitable.Twittercanalsobeagreatwaytoprovidequalityandfastcustomerservice.Asmentionedearlier,tweetsallowyoutoshareinformationinstantly.Replyingtocustomers’tweetsregardingtheirsatisfactionorquestionsaboutproductsandpromotionscanhelpyourbusinesscultivatebetterrelationshipswithyourcustomersaswellasbrandyourselfinamorepositivelight.Tweetingdirectlyataclientcanalsobemorepersonalandhelpbuildamorelonglastingrelationship.6.1.2 Paid Advertising Whilecreatinganaccountandmanagingyourtweetscanbeafreeandeffectivewaytomarketyourproducts,Twitteralsoofferspaidadvertisingoptions.IfyouwouldliketoutilizeTwitterAdsasapartofyourmarketingstrategy,youcansignupforpromotionaltweets.Youwillberequiredtopaywhenusersfollowyouraccountorre-tweet,like,reply,orclickonyourPromotedTweet.(Twitter,2015)Ifyouchoosetosign-upforthisoptionyoucanvisithttps://ads.twitter.com/login?link_region=footer&ref=btc-universalfooter.

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6.2 Posts BelowarepostscreatedspecificallyforthethreeweeksleadinguptoMother’sDay.Thesetweetsareintendedtoshowhowyoucanbestbrandyourbusinesswhilealsoadvertisingforanydesignatedholidayin140charactersorless.TherearealsoamixofpostsnotrelevanttoMother’sDaythatwillhelpadvertiseotheraspectsofyourbusinessandhelpyourfeedlookmoreinterestingandlessrepetitive.Tobestserveyoumarketingneeds,themixalsoincludesavarietyofpromotionalcontentthatyoucanpickandchoosefrom.Inaddition,wehavecreatedhashtag#SBGiftIttobrandyourbusiness.WithInstagramandTwitter,itisimportanttousehashtagsinyourpoststohelpusersfilteryourmaterialfromotherbusinesses.Thepicturesortaggedpeopleinthepostsbelowcanbeinterchangedwithothersthataremorecurrentatthetimeyouareposting.

1. Mother’sDay is almost here! Thisweek only, order one of our specialty giftbasketsandwe’llshipforFREE!#SBGiftIt

2. JUSTIN:Comegetsomedeliciouspopcornmadebymygoodfriend@EdSillis

3. Its wine night at SB Gift Baskets and we just popped open a bottle of myfavoritewine,#NameOfWine!What’syours?#WineWednesday

4. NotsurewhattogetyourmomforMother’sDay?Sendheragiftshe’llnever

forget!Checkoutourfullcollectiononline#SGGiftIt

5. HaveanyFridaynightplans?Stopby forwine tastingwith the ladies tonightfrom7-9pm!

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6. ThisTelegraphIPAGiftBasketisperfectforanyoccasion#SBGiftIt

7. Today is the last day to get FREE shipping on allMother’s DayGift Baskets!Showyourmomjusthowspecialsheisand#SBGiftIt

8. @SantaBarbaraBarsaretheperfectonthegosnack!What’syourfavoriteflavor?

9. Mother’sDayislessthantwoweeksaway!Sendyourmomallofher

#SantaBarbarafavoritesand#SBGiftIt

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10. Cometooneofourdesignclassesthisweekandwrapabasketfullofyour

favoritetreats!Herearesomeofmine;

11. Enjoysomeofourfavorite#SantaBarbarabeersatourbeertastingtonightfrom7-9pm!Bringafriendandget10%offanyoneitem

12. Needtogetagiftforthatspecialsomeoneinyourlife?We’vegotyoucovered,

just#SBGiftItCheckusoutatsbgiftbaskets.com!

13. Needanafternoonpickmeup?Nothingbeats@Lori’sLemonade

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14. Treatyourself!This@grapeseedcoAmmenitySetistheperfectSundayspakit

#SBGiftIt

15. Mother’sDayislessthanaweekaway!Stopbyandgetyourmomsomethingspecial

16. Shout out to my good friend @JessicaFosterConfections for making these

delicioustreats,Ican’tgetenough!

17. Stillhaven’tfoundtheperfectgiftformom?Noworries!We’vegotsomethingforeveryone#SBGiftIt

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18. #TBT to bath time with my little ones! We loves these soothing @baby

products

19. Needalastminute#mothersdaygiftthat’llleaveyourmomspeechless?Just#SBGiftIt

20. Tomorrowisthebigday!Comeshowyourmomjusthowmuchyouloveher#mothersday#SBGiftIt

21. HappyMother’sDayfromallofushereatSantaBarbaraGiftBaskets!Havea

wonderfulday!

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6.4 Tutorial As mentioned earlier, tweets have a 140-character limit and have a short shelf life.Therefore,itisimportanttopostregularlyandmakeyourtweetsclearandtothepoint.This sectionwillhelpoutline the fundamental contentnecessary forapostandhow tobestcraftatweetforthisspecificgenreofwriting.6.4.1 Guidelines

1. Postsshouldbeeasytoreadandtothepoint.Remember,mostuserswillbeviewingtweetsofftheirmobiledevices,somakingsuretheyaresmartphonefriendlyiskey.Todothis,tryandmakelinksasshortaspossibleoruploadphotosdirectlyfromTwittersothattheyarevisiblewithouthavingtoclickonanotherlink.

2. Utilizethetaggingoptionwhenuploadingphotosorreferringtoaproduct.Twitternowallowsyoutotagupto10peopleinatweetwithoutitaffectingyourcharacterlimitpeoplewhohaveinyourtweetswillalsohelpyourfollowers(InformationWeek,2014).

3. Tweetsshouldbesentoutdailyandscatteredatdifferenttimes.Sincetweetshaveashortlife,itisokaytopostmultipletimesinoneday.Ifyoucan’tconveyyourentiremessageinonetweet,splititupintotwoandsendthemdirectlyafteroneanother.Thisway,theywillstillpopupconcurrentlyonyourfollowersfeedandhelpthemunderstandyourmessagemoreclearly.

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4. Havefun!TweetsarelessformalpoststhanthoseonLinkedinorevenFacebook.Userswanttointeractwithyouinamorelightheartedfashion.

5. Whenputtingtogetheryourprofilemakesureitclearlyreflectsyourbrandandobjectives.Forexample,IwouldencourageyoutochangethenameonyouraccounttoSantaBarbaraGiftBasket,andinsteadincludeyournameinthebioportionbelow.Youcanalsoincludeacommonhashtagforyourbusiness,suchas#SBGiftIt,inthebiosouserscaneasilylookitupandfindyouraccount,eveniftheydidnotautomaticallyfollowyou.

6.4.2 Instructions If you do not wish to post from Hootsuite, the following instructions discuss how touploadatweetdirectlyfromTwitter.

1. To draft a tweet, click the boxwith a feather across it in the upper right handcornerofyourscreen.Eachtweetcanbeupto140characters.

2. To tag someone in your tweet type@NameofBusiness. A drop downmenuwillappearandyoucanclickontheappropriateuser.

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3. To attach a picture in a tweet click the camera icon in the middle left of yourscreen.Thiswilldirectyoutochooseaphotofromyourphotolibrary(NOTE: Ifusingyourmobiledevice,youmustallow twitter toaccessyourphotolibrary.Youcanadjustthisunderthesettingsofyourphone)

4. Totagalocationinyourtweetclickthepindroponthemiddleleftofyourscreen.Thiswilldirectyoutoapagetosearchfordifferentlocations.

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7.0 Instagram 7.1 Introduction Instagramhasdevelopedintooneofthemosteffectivebrand-buildingtoolsofourtime,notedas“thesinglemostimportantsocialnetwork”amongAmericanteens(LePage,2015).HavingastrongInstagrampresencecangreatlypromoteyourbusinessthroughcreativeandinnovativewaysthatreachabroadaudience.AccordingtoElliot(2015),Instagramisthemosteffectivesocialnetworkindeliveringclientengagement,withaper-followerengagementrateof2.26%fortopbrands.Inotherwords,Instagramdeliveredthesetopbrands10timesmoreper-followerengagementthanFacebook,and83timesmoreengagementthanTwitter(Elliot,2015).7.1.1 Developing an Instagram Strategy Clearly,Instagramhasbecomeapowerplayerinthesocialnetworkinggame,andtakingadvantageofthebrandingopportunitiesithastooffercanprovetobeaworthwhileendeavorforanybusiness.So,nowwegettothequestionofhowtobestapproachInstagramtohelppromoteandexpandyourbusiness.Whiledifferentbusinesseseachhaveuniquewaysofengagingwiththeirfollowers,therearesomegeneralguidelinestofollow.IncreatingyourInstagramstrategy,LePage(2015)suggestsestablishingasetofgoalsthatmayinclude:

• Increasingproductsales• Increasingconsumertraffictoyourcompanywebsite• Increasingbrandawareness

Onceyouhaveidentifiedwhichgoalsaremostimportanttothevitalityofyourbusiness,developamissionstatementthatwillguideyouinaccomplishingthesegoals(LePage,2015).Amissionstatementforyourbusinessmaybe:

• “WewilluseInstagramtoincreasebrandawarenessinordertoboostsaleswithinouryoungerclientelebase.”

Havinglaidthefoundationofyourstrategy,youcannowfocusonthetechnicalities,suchasfiguringouthowoftentopost,whattimeofdaytopost,andwhichgeneralthemesyouwanttoestablish(LePage,2015).Itisimportanttorememberthatasabusiness,youdonotwanttobeobtrusiveinyourpostings.Bombardingyourfollowerswithmultiplepostsadaymaycauseyoutolosefollowers,ultimatelydamagingyourcompanyimage.Werecommendthatyoupostno

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morethan3timesaday.Posting4-5timesthroughouttheweekwouldmaintainaregularpostingschedulethatdoesnotoverlyintrudeinyourfollowers’newsfeed.Inregardstowhenyoushouldpost,thismostlydependsonyouraudience(LePage,2015).IfyouaretryingtoreachtheyoungerstudentpopulationofUCSantaBarbara,forexample,idealpostingtimesmaybearoundnoonwhenstudentsaregettinglunch(giveortakeanhour),after3:15PM,whenmanystudentshavea2-hourgapbeforeeveningclasses,andbetween7-8PM,whenmoststudentsaregenerallydonewiththeirschoolday.Again,knowingwhattimeofdaytopostlargelydependsonyouraudience,andthebestwayoffiguringoutwhichtimesworkbestisthroughexperimentation(LePage,2015).Playaroundwithdifferentpostingtimes,keepingtrackofwhichtimesgeneratethemostlikes.Section7.3outlinesapossiblepostingschedulethatreflectsthisstrategy.7.1.2 Branding Your Business CreatingabrandidentityisacrucialcomponentofcreatinganeffectiveInstagramstrategy.Bythiswemeancreatingaconsistentandunmistakableidentitythatresonatesamongyourfollowerseverytimetheycomeacrossoneofyourposts.Chooseaspecificfilter,orsetoffilters,thatyouwouldliketouseforamajorityofyourphotosinordertocreateconsistencyinyourposts(LePage,2015).Thiswillestablishavisualthemetoyourpagethatwillhelpviewersretainasenseofyourbusinessidentity.Youcanuseotherfreemobileapplicationstoedityourpictures,suchasVSCOCamandSquareready,tofurtherexploredifferentstylesofediting.Establishingbrandedhashtagsisanothergreatwayofbrandingyourbusinessinawaythatresonateswithandretainsclientattention.LePage(2015)recommendsthatyoudonotsimplyuseyourcompanynameasahashtag,buttogoastepfurtheranddevelophashtagsthatembodyyourcompanyimageandvalues.Developasetofbrandedhashtagsthatyouuseonmost,ifnotallofyourposts.Thisdoesnotmeanthatyoucannotuseotherpost-specifichashtags,buthavinganestablishedsetofconsistenttagswillhelpyoucreateacohesivebrandimagethatfollowersrecognize.Suchhashtagsmayinclude:#ShopSBGiftBaskets,#ShopSantaBarbara,and#SBGiftIt.Whentalkingaboutaproduct,holiday,orstoreevent,hashtagthecorrespondingnameinthecaption,andthenusethesetofbrandedhashtagsattheveryend.AMother’sDaypost,forexample,mayincludethefollowingcaption:

• Whygothroughthehassleofmakingreservationsanddealingwithlongwaittimesatrestaurants?Takeyourmomoutforafamily,beachsidepicnicthis#MothersDaywithour#SantaBarbaraWineryChardonnayTote.#ShopSBGiftBaskets#ShopSantaBarbara#SBGiftIt

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NOTE:Whencreatinghashtagsdonotuseapostrophes(i.e.#Mother’sDay),thiswillrenderthehashtaguseless.Yourprofilepictureshouldmatchthatofyourothersocialnetworkingaccounts.Whileyourcompanylogowouldbethemostidealimagetouse,itisnotabsolutelyrequired.Usingthesameprofileimageacrossyourdifferentaccounts,however,isimportantincreatingthatcohesive,recognizablebusinessidentitydiscussedabove.WhenpostingonInstagram,youshouldalwayscross-postyourimagesonFacebook,Twitter,andanyofyourothersocialnetworkingaccounts.PeoplewhofollowyouonFacebookorTwittermaynotbeawarethatyouhaveanInstagramaccount.Bycross-postingyourInstagramimages,youwillgivetheseusersanopportunitytofurtherexploreyourcompany.Finally,donotforgettoaddyourbrickandmortarlocationtoyourposts!Thisisagreatwaytosparkfurthercuriosityinyourlocalfollowerswhomightbeinterestedinvisitingyourstoreforahands-onexperience.7.1.3 Promotional Campaigns PromotionalcampaignsonInstagramareagreatwayofmarketingyourbusinessandexpandingyourclientelebase.Promotionalcampaigns,suchas2for1dealsorofferingacertainpercentageoffofanitemorservice,areeffectivestrategiesforreachingouttoanuntappedconsumerpopulation.TherestofthissectionwillfocusonhowtoimplementpromotionalcampaignsonInstagram,inwaysthatmaximizemutualbenefitsforbothyouandyourclients.2for1Deal:Whodoesn’tlovegettingdoubleforthepriceofone?2for1dealsareagreatwayofutilizingyourexistingcustomerbasetobringinnewclients.ImplementingthesedealsthroughInstagramwillhelpyounotonlybringinnewclients,butalsopromoteyourbusinessinawaythatrewardsyourexistingnetworkofcustomers.Youcancreateaninstructionscardthatisincludedineverygiftbasketyoumake(besidesthoseintendedforcorporateclientsduetothehighvolumeoforders)thatinstructsrecipientstodothefollowing:

• TakeapictureofyourselfwithyourgiftbasketandpostitonyourInstagrampage.• TagSBGiftBaskets(@sbgiftbaskets)inthecaptionsection,alongwithtwofriends

whomightbeinterestedinourproducts/services.• Iflocal,bringinyourphoneandshowusyourposttoreceivea2for1dealon

(insertdeal)!IflocatedoutsidetheSantaBarbaraarea,simplyemailascreenshot

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ofyourposttoSantaBarbaraGiftBaskets@hotmail.comtoreceivea2for1promotionalcodethatcanbeusedonourwebshopforselecteditems.

20-30%ofDeals:Thesametypeofideacanbeappliedtodiscountdeals.Thecardsentoutinthegiftbasketswouldread:

• TakeapictureofyourselfwithyourgiftbasketandpostitonyourInstagrampage.• TagSBGiftBaskets(@sbgiftbaskets)inthecaptionsection,alongwithtwofriends

whomightbeinterestedinourproducts/services,• Iflocal,bringinyourphoneandshowusyourposttoreceivea(insertdiscount

percentage)discountonyournextpurchase!IflocatedoutsidetheSantaBarbaraarea,simplyemailascreenshotofyourposttoSantaBarbaraGiftBaskets@hotmail.comtoreceiveapromotionalcodethatcanbeusedonourwebshopforselecteditems.

Youshouldexperimentwithdifferenttypesofpromotionalcampaignstogaugewhichonesaremosteffectiveinhelpingexpandyourcustomerbase.Takenoteoftheamountoffollowersyouhavebeforeimplementingeachcampaigninordertocomparehowyournumberoffollowershaschangedduetothepromotion.Thiswillallowyoutogainageneralsenseofwhichdealsaremosteffectiveincreatingfollowerengagement.7.1.4 Captions DuetothehighlyvisualaspectofcontentonInstagram,captionsareoftenoverlookedwhencreatingposts.Itisimportanttorealizethatcaptionsprovidecontextforyourposts,andcanhelpyouexpandoncertainpointsofemphasis.Whileapicturewillinitiallygrabyourfollowers’attention,aclevercaptioncanhelpcementyourproducts/servicesinthemindsofthesefollowers.Donotbeafraidtoexperimentwithhumorousorwittycaptionsthatmayincludetheuseofemojis.AsstatedbyLePage(2015),“tellastorywithyourcaption.”7.1.5 Follower Engagement EngagingwithyourfollowersonInstagramisanimportantpartofshowingyourwillingnesstointeractwithyourcustomersonamorepersonallevel.Replytocommentsasquicklyandasbestyoucan,likepicturesthatarerelevanttoyourbusiness,andfollow

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userswithwhomyoushareasimilaraestheticofprofessionalism.Itimportantthatyouenablepushnotificationsfromeveryoneforlikesandcomments,newfollowers,and“picturesofyou.”Todoso,simplygotoyourprofilepage,hitthesettingsiconintheupperrighthandcorner,scrolldownto“PushNotificationSettings,”andmakesurethat“FromEveryone”isselectedforeachcategory.Whenpostingindividualproductsthatgointothegiftbaskets,tagthemanufacturerinthecaptionofthephoto.Showingappreciationtowardsthoseyoudobusinesswithwillraiseawarenessofyourproductsandservicesamongtheircustomerbase,aswellashelpfostermutualrespectbetweenyouandyoursuppliers.IfthemanufacturerdoesnothaveanInstagramaccount,simplyhashtagtheirnameinthecaption. 7.2 Posts ThefollowingpostshavebeencreatedforyoutouseduringthethreeweeksleadinguptoMother’sDay.Nofiltershavebeenusedontheimages,asthisisapersonalpreferencethatyoumustdecideonwhenchoosingathemeforyourpage.NOTE:Theseimageswereselectedtopresentageneralideaofthetypesofpicturesthatwouldbestcorrespondwiththefollowingcaptions.Usingnewphotos,asopposedtotheonespresentedhere,isstronglyrecommended.Ifyoudecidetousesomeofthesephotos,takeintoaccountthatthesearethumbnailsoftheoriginalpicture,andshouldnotbeusedfortheactualpost–thefull-sizedimageshouldbeused.

1. It’snevertooearlytostartshoppingforallthesuper-heromomsoutherethatdosomuchforus.The#SantaBarbaraChardonnayFloweringPlantBasketisaperfectgifttoshowyourappreciation!Stopbyourbrickandmortarlocation,orvisitouronlineshoptoviewmoreofourproducts.#ShopSBGiftBaskets#ShopSantaBarbara#SBGiftIt#MothersDay

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2. Whygothroughthehassleofmakingreservationsanddealingwithlongwait

timesatrestaurants?Takeyourmomoutforafamily,beachsidepicnicthis#MothersDaywithour#SantaBarbaraWineryChardonnayTote.#ShopSBGiftBaskets#ShopSantaBarbara#SBGiftIt

3. Havingtroublefindingtherightgiftformomthis#MothersDay?Stopbyour#GiftBasketDesignClasson(insertdayoftheweek),(insertdate),from(inserttime),tomakeahandmadegiftfromtheheart.#ShopSBGiftBaskets#ShopSantaBarbara#SBGiftIt

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4. Momsalwaysmakethebesttreats.This#MothersDay,itsyourturntotreather

withthisdelicious#HabaneroJellyfrom@Ojaijelly!Stopbyourbrickandmortarlocation,orvisitouronlineshoptopurchasethistastyproduct.#ShopSBGiftBaskets#ShopSantaBarbara#SBGiftIt

5. Momsdeservetohavefuntoo!Customizea#MothersDaygiftbasketwithoneofthese@Summerlandwinebottles,eitherin-storeoronourwebshop.#ShopSBGiftBaskets#ShopSantaBarbara#SBGiftIt

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6. Notsurewhichofourproductsyourmomwouldlikebestfor#Mothersday?Let

hersplurgewiththis#SBGiftBasketsgiftcard!Stopbyourshoptopickoneup.#ShopSBGiftBaskets#ShopSantaBarbara#SBGiftIt

7. Stockedandreadyfortheupcomingrush!Don’tmissoutthis#MothersDay.Createathoughtfulgiftaheadoftimeforthewomanthatgaveyoubirth!It’stheleastyoucando…#ShopSBGiftBaskets#ShopSantaBarbara#SBGiftIt

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8. GoBIGthis#MothersDaywithacustomgiftbasketthatshowsjusthowmuchyou

care.Visitusin-storeorcheckoutorwebpageforadditionalinformation.#ShopSBGiftBaskets#ShopSantaBarbara#SBGiftIt

9. Anelegantgiftforanelegantlady.Treatyourmomthis#Mothersdaywithour#PaliPinotNoirandChardonnayBasket,becausenothing’severtoofancyfortheladieswelove.#ShopSBGiftBaskets#ShopSantaBarbara#SBGiftIt

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10. Forallthosemomswholovetogetdowninthekitchen,our#IlventosItalianBasket

istheperfect#MothersDaygift.Stopbyourstore,ororderthisbasketonlineforthegiftthatkeepsongiving.#ShopSBGiftBaskets#ShopSantaBarbara#SBGiftIt

11. #MothersDayisjustaroundthecorner!Letyourmomknowhowspecialsheiswithoneofourcustom#FloweringPlantBasketarrangements.#ShopSBGiftBaskets#ShopSantaBarbara#SBGiftIt

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12. #HappyMothersDay,mom!Abigthankyoutoalltherockstarmomsoutthere

thatworksohardeveryday.Youareappreciated!!#ShopSBGiftBaskets#ShopSantaBarbara#SBGiftIt


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7.4 Tutorial UsethefollowingtutorialifyoudecidenottouseHootSuite,andwanttopostdirectlythroughInstagram: NOTE:Thefollowingscreenshotsaremeanttoprovideyouwithageneralideaofhowtoedit,tag,andpostyourphotos.Theyarenotmeanttorepresentafinalized,editedproduct,butinsteadprovideatemplateforhowtogoaboutexecutingcertainfunctionsontheapp.Again,learninghowtousethingssuchasphotofiltersandeditingtoolsisbestdonethroughexperimentation,asmanyoftheseeditswillultimatelybeinfluencedbyyourownpersonaltastesandpreferences.

1. TopostphotosorvideosontheInstagrammobile-app,simplyloginintoyouraccountandpressthecameraiconatthebottomofthescreen,asindicatedbytheredarrowbelow.

2. Youcanchooseanexistingphotoorvideofromyourlibrary,ortakeanewonebypressingeither“Photo”or“Video”atthebottomofthescreen.

3. Youcanplay aroundwiththeframingoftheimagebypressingthecircular

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iconidentifiedbelow.Youcanalsoadjusttheframesizebyplacingyourthumbandindexfingeronthescreenandeitherbringingthemtogethertomakethepictureappearmorenarrow,ormovingtheminoppositedirectionstomaketheframewider.

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4. Onceyouhavechosentheframingsizeofyourimage,hitNEXTintheupperright

handcorner.Youwillthenproceedtotheeditingportionofthepostingprocess.ThecirculariconontheleftwiththreediagonallineswillallowyoutochooseoneofthemanyfreefiltersavailableonInstagram.

5. Choosewhichfilteryouwouldliketouse,andthenpressthatfilterasecondtime

tomanuallychangeitsstrengthlevel(ifdesired).Inthesecondimage,the“Slumber”filterwasselected,andthenselectedagaintoedititsstrengthlevel.Thestrengthlevelrangesfrom0to100,0beingessentiallynofilteratall,and100makingthefiltermostvisible.Ifyouaresatisfiedwithyouredit,pressthecheckbuttonatthebottomofthescreentocontinue.Ifyouwouldliketodeletethechangesmadetotheoriginalphoto,simplypress“X.”

6.

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6. The“LUX”icon,whichappearsasahalfshadedsun,allowsyoutoeditthe

brightnessandcontrastofthephotosimultaneously.PresstheiconandplayaroundwiththeLUXleveltoseehowitaffectsyourphoto.Ifyouaresatisfiedwithyouredit,pressthecheckbuttontocontinue.Ifyouwouldliketodeletethechangesmadetotheoriginalphoto,simplypress“X.”

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7. Thetoolsicon,whichappearsasanencircledwrench,allowsyoutofurtheredit

variousaspectofthephoto,suchastilt,brightness,contrast,highlights,shadows,etc.Presstheicontorevealthevariouseditingfeaturesyoucanuse.

8. Onceyouhavedecidedwhichaspectofthephotoyouwouldliketoedit,pressthatfeatureandplayaroundwiththetooltoseehowitaffectstheappearanceofyourphoto.Ifyouaresatisfiedwithyouredit,pressthecheckbuttontoeithercontinueeditingortomoveontothefinalpage.Ifyouwouldliketodeletethechangesmadetotheoriginalphoto,simplypress“X.”

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9. Onceyoubelievethatthephotoisreadytobeposted,presstheNEXTbuttonon

thetoprighthandcornerofthescreen.Youwillbedirectedtothefinalpagebeforeyourpostgoeslive.Here,youwillcreateacaptioninthecaption-box,whereyouwillalsoaddyourbrandedhashtags(indicatedbelow).

10. Youcaneithermakethepostpublictoallofyourfollowersbypressingthe“FOLLOWERS”buttonatthetop,oryoucansendthepostdirectlytooneormorefollowersbyselectingthe“DIRECT”button.Forthepurposesofyourbusiness,youwillalmostalwaysbeusingthe“FOLLOWERS”option.

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11. Ifyouwouldliketotaganindividual(s),pressthe“TagPeople”sectionbelowthe

photoandcaption.

12. Youwillbedirectedtothetaggingpage,whereyousimplytapthepartofthepictureyouwouldliketagged.

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13. Youwillthenbedirectedtoasearchwindow,whereyoutypeintheusernameof

thepersonyouwouldliketotag.Onceyouseetheiraccountpopupinthesectionbelow,taptheirnameandthetagwillbecreated.Ifyouwouldliketotagmultipleaccounts,repeattheprocessbeginningwithStep12.

14. Youcanthendragindividualtagsaroundbypressingthemandmovingthemaroundthescreen.Ifyouwishtoremoveatag,simplytapitonce.Whenyouhavefinishedtaggingusers,presstheDONEbuttoninthetoprighthandcornerandyouwillberedirectedtothepagefromStep9.

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15. Youwillnowwanttoaddyourlocationtothepostbytapping“AddLocation.”

16. Youcanuseyourcurrentlocationbytappingthewhitearrowintheupperlefthand

corner,oryoucanmanuallyenteryourlocationinthesearchbox.Alistofoptionswillpopupbelowforyoutochoosefrom.Ifthelocationyoutypeinmanuallydoesnotpopup,youcanchoosetocreatethislocation.

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17. Inordertocross-postacrossyourdifferentsocialmediaaccounts,tapallofthe

platformsthatyouwishtosharetheposton.Thissectionislocatedbelowthe“AddLocation”section.

18. Onceyoufeelyouhavefinalizedyourpostandthatitisreadytogolive,taptheblue“Share”baratthebottomofthepage.

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8.0 LinkedIn 8.1 Introduction Withmorethan380millionmembers,LinkedIniscurrentlythethirdmostpopularsocialnetworkintermsofuniquevisitors(behindFacebookandTwitter),andisbyfarthemostpopularforprofessionals(MarketingDigest,2015).Whilethenetworkisprimarilycenteredaroundcareers,italsooffersawidearrayoftoolsthatcanbeinstrumentalinhelpingabusinessgrowitsbrandandaudience.LinkedIncanbeeffectivelyusedasaninteractiveonlineresumeforyourbusiness.SantaBarbaraGiftBasketscouldbenefitgreatlyfromitsownLinkedInpagetoshowcaseitselfasa“player”inthebusinesscommunity(usingyourpersonalaccountforthebusinessmayhavelimitedeffectivenessonceyouseekawideraudience).ThefollowingitemsdescribejustafewwaystomakeaLinkedInpageavitalpartofyoursocialmediamarketingstrategy:

• StatusUpdates:Postingstatusupdatesisagreatwaytokeepyourconnectionsinformedaboutyourhappenings.ThesearebriefstatementsthatcanincludelinkstorelatedcontentonyourWebsiteorthird-partyWebsites.ToappearactiveintheLinkedIncommunity,postusefulandactionablestatusupdatesonaregularbasis.However,don’tgettoocarriedawaywiththeposting–theprofessionalworldcanbesensitivewhenitcomestoperceivedspamming.Statuspostsshouldbelimitedtothreetimesperweekatmost.

• BlogPosts:LinkedInallowsyoutoeasilysyndicateyourblogpoststoyourprofile.Asyouposttoyourblogonyourwebsite,yourLinkedInprofilewillbeautomaticallyupdatedwithyourposts’title,abstract,andlinktothefullpostonyourWebsite.

• Media:Ifyouhaveacreativeportfolioyouwanttodisplay,youcanpostittotheintegratedSlideShareforaneasyshowcasingoftheworkonyourprofile

• Events:Ifyouhaveapublicevent(suchasaworkshoporanunveilingofanewproduct)thatyouwanttoannouncetothecommunity,postingaLinkedInEventcanhelppromoteandgenerateinterest.

• Tweets:IfyouareanactiveparticipantinTwitter,youcanintegrateyourLinkedInstatusupdateswithyourtweetsfromTwittertokeepyourconnectionsandfollowersinformed.

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• Recommendations:LinkedInmakesiteasyforyoutorequestrecommendationsfromyourconnections.Acollectionofglowingrecommendationsthatunderscoreyourexpertiseandexperiencewillsignificantlyenhanceyourprofile.

Allthesefeaturesareofferedforfree,andcanattractaconsiderablefollowingforSantaBarbaraGiftBaskets.UpgradingtoaPremiumaccountcanthenturnthatlargeaudienceintoincreasedsalesbyprovidingtoolsthatincreasethebusiness’sexposureonanevengreaterscale.Amongthemanymarketingproductsandservicesavailablearesponsoredupdates,displayads,sponsoredInMail,aleadaccelerator,andtextads.SimilartoFacebookandTwitter,theuseofthesepaidservicescangenerateasubstantiallevelofinterest.LinkedInalsooffersspecializedresourcepackagesthathelpbusinesseswithspecificissuessuchasbranding,marketing,sales,andhiring.Althoughthesepackagescanbeexpensive,withthebasicBusinessplansettingyouback$59.99permonth,therearemanyexcellenttipsthatcanbeobtainedfromLinkedIn’senormousknowledgebaseforfree(Anders,2015).

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8.2 Posts MarketingthroughLinkedIntargetsamorecorporateandprofessionaldemographicthanbothFacebookandTwitter.Forthisreason,ourproposedpostingschedulefortheLinkedInaccountisnotcenteredaroundMother’sDay.Onyoursuggestion,wechosetoschedulepostsonthefollowingsix“nationaldays”thatareoftenobservedintheworkplace.Itmaybemoreeffectivetomakesomeofthesepostsafewdaysbeforetheoccasion.

1. TaxDay(April15)Theysaytheonlycertaintiesinlifearedeathandtaxes.Whatbetterwaytothankyourtirelessaccountantthanwithabasketfullofgoodies!

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2. GetToKnowYourCustomersDay(April21)

Weloveallourcustomers,butwe’dloveevenmoretomeettheminperson!Ifyou’veorderedfromusbefore,comecheckoutourplaceandwe’llhavealittlesurprisewaitingforyou!

3. AdministrativeProfessionalsDay(April27)

Weknowhowimportantsecretariesareforthedailyoperationsofabusiness.Letyoursecretaryknowjusthowmuchyouappreciatetheirwork!

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4. CincodeMayo(May5)GotsomethingplannedatworkforCincodeMayo?Youremployeeswilllovethesetreat-filledbaskets!

5. ReceptionistsDay(May11)HappyReceptionistsDay!Wouldn’taloadedbasketjustlookfantasticonthatdesk?

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6. MemorialDay(May30)

WeatSantaBarbaraGiftBasketsarethankfulforourveterans.Ifyouhaveoneinthefamily,sendthemoneofourspecialbasketsusingthepromocodeUSA.

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Mon Tues Wed Thurs Fri Sat Sun

April11

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May1

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9 10 11(ReceptionistsDay)

12 13 14 15

16 17 18 19 20 21 22

23 24 25 26

27(AdministrativeProfessionalsDay)

28 29

30(MemorialDay)

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8.4 Instructions and Further Information IfyoudecidenottouseHootsuiteforyourLinkedInposts,thefollowingsectiongivesstep-by-stepinstructionsonhowtopostupdates,sharelinks,andusePulsetopublish.AlsoincludedisabriefoverviewofadvertisingusingLinkedIn’sCampaignManager. 8.41 Posting Updates Youcanchoosefromdifferentshareoptionsatthetopofthehomepage.Shareanupdate

1. Towardthetopofyourhomepage,clickShareanupdate.2. Typeyourupdateinthetextbox.

• Textislimitedto600charactersmaximum.Note:Ifyouhavepublishingcapabilities,therearenolimitsonwordcountandyoucanclickPublishaposttobeginwritingyourlong-formpost.

• YoucanattachfilessuchasPDFs,Worddocuments,andJPEGimages.• Toattachalink,typeintheURL.Allowafewsecondsforasummarytodisplay.• Yourupdatecanincludeeitherafilewithtext,oralink.Youcan'tsharebotha

fileandalinkinthesameupdate.3. ClickShare.

FIGURE8.41Publishapostfromthehomepage

Shareaphoto

1. Towardthetopofyourhomepage,clickUploadaphoto.2. Choosewhichfileyou'dliketoupload.3. Afteruploadingyourfile,addacaptioninthetextbox.

• Thesizelimitforanuploadis100MB.• Uploadedimagescan'tberesized.

4. ClickShare.

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Foranyofthesesharingactions,youcanselectanoptionunderSharewith:• SelectEveryonetoshowtheupdatetoeveryoneonLinkedInincludingyour

extendednetwork.• SelectConnectionstoshowtheupdatetoonlyyour1st-degreeconnections.• SelectEveryone+TwittertohaveyourupdatevisibleonbothyourLinkedInand

Twitteraccounts.Note:Onlythefirst140characterswillbevisibleonTwitter.YoucanmanageyourTwittersettingsfromtheProfilesectionofyourPrivacy&Settingspage.

OnceyouclickShare,anupdatewillbebroadcasttotheLinkedInfeedonyourhomepage.Youcanselectwhocanseeyouractivity.Re-shareanotherpage’supdatewithyourowncomments1. ClicktheSharelinkunderneaththeupdate.2. Whenyoure-shareanupdatewithanimageorlink,theoriginaltextwillnotbe

included.Instead,you'llbepromptedtoaddyourowndescriptionorcomments,whichwillappearabovetheimageorlinkdetails.

FIGURE8.42Sharinganother’spost

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PublishingOnPulse1. Select“Publishapost”onyourhomepage.2. Thepublishingpageallowsyoutoaddmedia,links,andwriteaheadlineforyou

post.3. Agreatfeatureonthebottomofthepageallowsyoutoaddtagsforyourpost,

makingiteasierforpeopletofindyourpost.Thesecaneffectivelyserveasyour“hashtags”,afeatureLinkedInremoved

FIGURE8.43ThePulsepublishingpage

8.42 Advertising Using Campaign Manager LinkedIn'sself-serviceadvertisingallowsyoutosetyourownbudgetforcampaigns.

Youcontrolyourcampaign'scostin2ways:

• Settingbudgets(themaximumtotalamountyouwanttospendperday).• Settingbids(themaximumamountyouwanttopayforeachclickorevery1,000

impressions).Thereare2biddingoptions:• Pay-per-click(CPC):Youspecifythemaximumamountyou'rewillingtopayper

clickandsetadailybudgettoidentifythemostthatyou'rewillingtospendeachday.

• Pay-per-1,000impressions(CPM):Youspecifyasetcostforeach1,000timesyouradisshown,nomatterhowmanyclicksyoureceive.Thisisagoodoptionifyoucaremoreaboutthenumberoftimesyouradisshownthanthenumberofclicks.

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Withbothoptions,CampaignManagershowsyouasuggestedbidrangewhichrepresentsanestimateofthecurrentcompetingbidsbyotheradvertiserswhoaretargetingthesameaudience.

Ingeneral,thehigheryoubidinthisrange,themorelikelyyouaretoreceiveclicksandimpressions.

Note:Sinceyou'recompetingwithotheradvertisersforclicksandimpressions,thereisn'tasetcostforanadcampaignasit'sauctionbasedandnotguaranteedinventory.MinimumcoststoadvertiseinCampaignManager:• $10dailybudget:Percampaign• $10totalbudget:Percampaign(anoptionalfeatureforSponsoredUpdates)• $2minimumbid:ForCPCorCPM

Note:TheminimumCPCorCPMbidforSponsoredUpdatesvariesdependingontheaudienceyoutarget.

Yourcampaignisn'tguaranteedtospendyourdailybudgeteachday.Youarechargedfortheactualamountofactivityyourcampaignreceives.

Whatdetermineshowoftenyouradsdisplay:• YourCPCorCPMbid.• Performancehistoryofyourcampaign(CTR).Oncethecreditisdepleted,youare

billedperiodicallyfortheimpressionsorclicksthatyouradincurs.You'llcontinuetobebilledthroughtheenddateofthecampaignoruntilyoumanuallyturnitoff.

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FIGURE8.44ManagingcampaignsonCampaignManager

Youcanalsotargetparticularaudiencesforadvertising,withthefollowingbeingjustafewofthetargetingoptions:

§ Location(s)§ CompanySizeand/orIndustry§ JobFunction/Title§ Degrees/FieldsofStudy§ AgeandGender§ MemberGroups

Werecommendthatyouselectbetween1and15itemsperoption,andthatyoukeepyourtargetaudiencebetween60,000and600,000,arangewiththebesthistoricrangeofsuccess(LinkedIn,2015).

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9.0 E-Newsletter (MailChimp)

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9.0 E-newsletter (MailChimp) 9.1 Introduction AccordingtoJones(2014),e-mailnewslettershelpmaintaincustomer-businessrelationships,especiallywhenvisitsarerelativetothefrequencyofoccasion.Whenthereisregularengagementbetweentheretailerandcustomer,therelationshipbetweenthetwoareencouragedtosustaininfaceoftimeandcompetition.Emailnewslettersalsocreatecustomerexclusivity.Byofferingexclusivepromotionsorinformation,subscribersfeelvaluedandaremoreinclinedtostickaround.Itcouldbeaworthwhilestrategyforyoutousethee-newslettertocommunicateinformationordealsthatcannotbefoundonanyotherbusinesscommunicationplatform.Thecustomer’sprocessinregardingane-newsletterislongerandmorepersonalthanothersocialmediaoutlets.Inthisway,customerloyaltycanbestrengthenedbydeliveringsimple,bold,andexcitingcampaignsofoccasion.TheMailChimpsiteincludesfeaturesandintegrationsthatallowuserstosendmarketingemails,automatedmessages,andtargetedcampaigns.Thisplatformoffersthreelevelsofmembership,whichpermitstheusertousethesiteforfreeandupgradeifpleasedanddesiresmoreelitefeatures(orafter2,000subscribers/12,000sends).AbeneficialtoolofMailChimp’sserviceisitsReportsfeature.Here,in-depthinsightisgivenaboutthetargetaudience,whichencouragessmallbusinessestoimprovecampaignsandbuildtheirAPI(applicationprograminterface).

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OntheHome/dashboard,therearealsousefulsectionsoftrackingsubscriberstokeepanobservanteyeoncustomers.

9.2 Template Creation 9.2.1 Three Basic Templates

1)CorporatePromotions-(Audience:corporateclients)2)Holiday/EventPromotions-(Audience:allsubscribers)3)LocalPromotions-(Audience:locals)

9.2.2 Style/Format Guidelines

o Basic,cleanandsimpledesign§ Minimaltext,image-focused§ Colorchangessuggestedfor:Text/Textboxes&Captions(relevantto

specificcampaign)o Font-Georgia,regular(presetsize)o ColorTheme-Black/Whitewithsparsecolorplayo Headlines/Bodytext-AlignmentCenteredo Headers:

§ PresetofAnnouncementPreview&hyperlinktore-open§ SBGiftBasketsLogo

o Footers:§ Signoff(flushedright)

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§ Linkstosocialmedia(Facebook,Instagram,Email,Blog)§ Storecontactinformation

o BodyContent:§ Minimaltext2-3sentences-Alignmentcentered

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9.3 E-Newsletter Content for Mother’s Day (Limited info)

o Plugindetailsforrelevantproducts/designclasses(i.e.SantaBarbara

Popcorn/PassoverWineevent)§ Forexample,insertlinkin(Reserveyourspottoday!)

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9.4 Brief Tutorial/Instructions 9.4.1 Edit Templates:

o SelectTemplatesonhomemenuo Selectrelevanttemplatefrom3existing(CorporatePromotions,Local

Promotions,Holiday/EventPromotions)o BychoosingText>Content,insertcatchy,boldheadline(2-5words),sub-

headline(1sharpsentence)o Writemainbodytextfeaturingproducts,events,vendors,etc.(2-4sentences)

Keepwordingbright,descriptive,andconcise§ Playaroundwithfontcoloraccordingonoccasion§ Textseparationfromotherelements,useinserthorizontalbuttonfor

organization(Seereferenceonimagebelow)o Createacustom,individualizedsignofftoofferapoliteclosetothereader

*

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9.4.2 Edit Image Options:

o SelectImage§ Ifcaptionboxexists(inTemplates:Holiday/Event,Local)select

StyleunderImageCardtopersonalizecolor/style:§ Filters,Frames,backgroundcolor,captioncolor,canallbe

changed-Ifcoloristobeused,beselectivewithfew,softertonesthatwillnotdistracttheeye(dullercolors,nobright/overlydarkchoices)

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o IfImageisthecentralfocusofthetemplate(LocalPromotions),useaone-sentencelivelycaptionandoneimpressivesingleimage:

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9.4.3 Additional Template Editing Options:

o Ifadditionalelementsaredesired,undertheContenttabonthedefaulteditscreen,youcanfree-formanedit!Justkeepinmind:

§ TheImageGroupoptionisusefulifcontentisheavy§ Staytruetothesimpledesignstyle,image-centered,soft

colors,andoverallreadability§ Moreconsistentdesignadjustmentstothepageregarding

header,footer,etc.canbemadeunderthenexttablabeledDesign

o OtherContenttoolsusedintemplates:§ Buttonfeature(CorporatePromotions)§ SocialMediaShare(All)

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9.4.4 Implementing Campaigns

o OnceCampaignisdetermined(Regular),selectinrelevantdetailsforRecipients>Setup>Template>Design>Confirm

o AnotherpossibleoptionunderCampaignsisoneforRSS(ReallySimpleSyndication)

§ ThisisusedtolinkanRSSfeedURL(i.e.Blog)thatcansendoutcampaignsfocusedonthenewupdatesofthelinkedfeed

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10.0 Conclusion ###

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10.0 Conclusion ThisSocialMediaStrategyisdesignedtohelpyoupromoteyourbusinessandexpandyourcustomerbase.Byutilizingtheseplatforms,youcanmostefficientlyreachallaudiencesinterestedinyourservices.Eachplatformhasauniquepurpose.Writingpoststhatadheretothestyleofeachplatformisextremelyimportantforeffectiveadvertisement.Ourtutorialswillhelpyoucreatecontentinthefuturethatbestrepresentsyourbusinessandappealstoyourtargetaudience.Additionally,wehopethatthisdocumentwillgiveyouasolidfoundationtoimplementaMother’sDaycampaign.EachplatformincludesalistofpostsdesignatedforMother’sDay.Whatwehavecreatedthusfarwillhelpyoulaunchyourfirstholidaysocialmediastrategy.Forfutureholidays,manyoftheseMother’sDaypostscanbere-postedwithminoredits,suchasimagesorholidaytitles.Thegeneratedpostsalsoservethepurposeofgivingyouideasofotherpromotionalofferingsyoucanrunforyourbusiness.Itisimportantthatyoucontinuetopostregularlyinthefutureandusetheseplatformsasmuchaspossible.Thiswillensureyourbusiness’scontinuedgrowthandsuccessinthefuture.WehopeourproposedSocialMediaCampaignishelpfulinguidingyourbusinesstogreatersuccesses,andlookforwardtoseeingSantaBarbaraGiftBasketscontinuetothrive.

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Appendix A #####

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11.0 Appendix A - Resumes

Marissa L. McClure 6574 Del Playa Dr. Unit B ! Isla Vista, CA 93117 (818) 259-1410 ! [email protected]

EDUCATION University of California, Santa Barbara Bachelor of Arts in Communication, degree expected June 2016 Minor in Professional Writing – Business Communication Certificate in Technology Management

"! College of Letters and Science Honors Program "! Communication Liaison of Lambda Pi Eta "! Cumulative GPA: 3.82

Semester at Sea Study Abroad Program through the University of Virginia August 2014 – December 2014 Visited Europe, Africa, South America, North America Coursework Highlights: Integrated Marketing Communication, Global Organizational Communication, Communication Research Methods, Writing for Business Administration, Business Leadership and Strategy

EXPERIENCE Quality Assurance Tester April 2015 –September 2015 Montrose Travel, Web Development Department, Montrose, CA

"! Worked closely with an integrated team of developers, product managers, business managers, and system analysts to complete a $25 million loyalty reward rebranding project

"! Translated over 300 PDFs/JPEGs/Screenshots into copy decks, outlining each element on a webpage and notating functionality

"! Defined/wrote test scripts from various sources, including copy decks, FSDs, etc. "! Executed over 5,000 test scripts, documenting whether code passed client standard "! Identified root causes of client and in-house reported bugs and verified bug fixes

Event Coordinator January 2014 – July 2014 California Higher Education Sustainability Conference, Santa Barbara, CA

"! Identified new potential exhibitors and sponsors through internet searches and contacted committee members for recommendations

"! Recruited companies to exhibit at event "! Solicited in-kind donations totaling to over $1,000 "! Staffed committees, facilitated conference over 20 calls, and recorded meeting minutes "! Drafted content for conference website, invitation letters, and fundraising requests "! Created and maintained conference Twitter and Facebook sites; contributed to the accumulation of over

300 likes

Marketing Assistant Summer 2011, Summer 2012, Summer 2013 Montrose Travel, Marketing Department, Montrose, CA

"! Wrote and executed successful press release campaign using PRWeb and local media "! Managed company sponsorships and donations totaling $32,000 "! Negotiated preferred pricing, value-adds and blocked group cruise space for competitive advantage on

major, world-class cruise lines "! Participated in social media campaigns with primary focus on Facebook and Twitter; acquired over 500

new Facebook followers with free cruise giveaway promotion "! Learned and used HTML coding to create marketing blast emails and promotional landing pages

Sales Assistant Summer 2009, Summer 2010 Montrose Travel, MTravel Division, Montrose, CA

"! Recruited and sold 43 home-based-travel-agents into Montrose Travel’s MTravel program from email leads, resulting in $12,857 in sign-up fees. These 43 agents drove in excess of $500,000 in air, car, hotel, cruise, and vacation sales during their first twelve months in the program

"! Supported existing Home-Based-Travel-Agents via support phone line, answered questions, solved problems, escalated issues to proper decision makers when necessary

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Pia K. Beck 216.385.5534 [email protected] http://piakbeck.wix.com/pia-beck-profile

Education University of California, Santa Barbara, Honors Program B.A. expected June 2016 Majors: Communication, Psychology Minor: Professional Writing for Business Communication GPA: 3.85, Dean’s Honors (on 4 point scale, weighted) Internships Digital Marketing Intern at SurfMedia Communications [September 2015-February 2016]

Public Relations & Events Intern at Elevation Media Group [June-September 2015]

Marketing & Sales Intern at The Juice Club [April 2014-June 2015]

Employment Recruiter at PayJunction [February 2016- Present]

Student Supervisor at UCSB Recreation Center [December 2012-June 2015]

ú Perform daily media tracking of client coverage in the news and execute website updates of coverage on WordPress and Firespring

ú Manage daily social media engagement and outreach as client advocate on multiple platforms including SproutSocial

ú Draft, cultivate, and schedule verbal and visual social media content for clients using SnagIt ú Maintain contact spreadsheets on e-mail marketing programs including Constant Contact and Mail Chimp ú Create and maintain virtual and tangible client folders and resource documents for ease of digital marketing

procedures ú Create quarterly and annual digital marketing reports, inventory reports using Adobe Editor

ú Strategized and rebuilt social media marketing tactics, crafted and scheduled verbal and visual social media content using SnagIt

ú Generated interaction with readers and followers via management of daily social media engagement and outreach on multiple platforms

ú Fostered relationships with affiliate business owners and non-profit partners for future coverage in publication and on website

ú Maintained website updates and cultivated new content and transferred backlogs for website construction ú Formatted and released monthly e-newsletters ú Maintained contact databases on MailChimp and SalesForce

ú Pioneered and oversaw expansion of business into new markets ú Wrote comprehensive business plan used to acquire loans, grants and investor commitment ú Designed and implemented membership program and accompanying marketing materials ú Developed, planned and executed monthly wellness gathering ú Fostered Business-to-client and –potential client communication via marketing materials and promotional

efforts; generated mission statement, pitches, taglines ú Created and scheduled social media content, blog posts on multiple platforms ú Managed and generated sales at tabling, tasting, fundraising, and community events ú Re-designed and streamlined front-end functionality of website

ú Promoted twice: from Line Staff to Float Staff, from Float Staff to Supervisor ú Oversaw ~100 student staff to ensure performance of duties, upkeep of facility and safety of patrons met

organizational standards ú Opened and closed facility, managed facility during operating hours as primary staff member on duty ú Consulted on promotions, issues with facility functionality and efficiency, organizational challenges as member

of decision-making team ú Balanced financial statements, managed accounting procedures, reviewed and confirmed sales reports, help

responsibility for cash drawers ú Served as first responder to emergencies and injuries on the premises

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ROXANA RAZI 6621 Pasado Road Unit B, Goleta, CA 93117

[email protected] ! 310-982-8668

EDUCATION

University of California, Santa Barbara Santa Barbara, CA B.A. in Economics/Accounting Class of 2017 Minor in Professional Writing w/ emphasis in Business Communication Expected Graduation Date: June 2017 • GPA: 3.4/4.0 • Relevant Skills and Coursework: Financial and Managerial Accounting, Financial Statements Analysis, Micro & Macro

Economics, Statistics, Calculus, and Writing

WORK EXPERIENCE

AMBROSE ADVISORS Irvine, CA Investment Banking Summer Analyst July 2015 – September 2015 • Boutique investment bank with expertise in M&A advisory, ESOP buyouts, capital raising, and valuation projects • Performed valuation analysis, such as finding comps and precedent transactions for financial models • Used CapIQ “quick comps” and company screening tools, narrowing searches by location, LTM, EV/EBITDA, etc. • Organized contacts in Salesforce so MD’s could more efficiently search for lenders by filtering with specific account criteria • Assisted in presentation development, creating company overview slides with company/industry info and SWOT analysis • Researched the trucking industry, filtering through IBIS reports to create a one-pager outlining key terms and industry

products and services in order to debrief MD’s before a pitch meeting with the client • Performed salary analysis of top 50 IT companies to estimate a new CEO base salary for our client if they pursue ESOP • Created lists of target companies in the brewery industry collecting contact information for potential deal sourcing

INTERNET BRANDS El Segundo, CA

Accounting Intern June 2015- August 2015 • Worked closely with the finance department on collections and write-offs for a recent acquisition • Updated aging schedules and contacted San Diego and El Segundo offices with weekly updates • Contacted clients with past due balances to update payment information • Used multiple excel functions daily such as V-Lookup, Pivot Tables, Filters, etc.

OTHER RELEVANT EXPERIENCE

INVESTMENT ADVISORY COMMITTEE Santa Barbara, CA Portfolio Manager for Fixed Income Group May 2014 – Present Day • Operated the largest student-managed fund on campus that invests a $90K portfolio of securities • Lectured Junior and Senior Analysts on a weekly basis on topics such as financial modeling, risk management, portfolio

allocation, and investment strategies • Conducted analytical research on fixed income securities and markets

FINANCE CONNECTION AT UCSB Santa Barbara, CA Club Member December 2014- Present Day • Learned about key finance concepts and was exposed to opportunities in all verticals

FINANCE BOARD Santa Barbara, CA Member at Large January 2014 – June 2014 • Worked with board members to create the $10 million Associated Students annual budget • Allocated money to student groups judging based on a variety of factors

PERSONAL • Interests & Activities: CIF 3-time Qualifier, Swimming; Traveling; Hiking • Languages: Fluent in English and Persian

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!

RICHARD PALACIOS 419 W. Anapamu St. Unit C, Santa Barbara, CA 93101 | 626.390.3203 | [email protected]

OBJECTIVE: To obtain a position in public relations that allows me to fully utilize my multimedia and business writing background to create/maintain a favorable image for a global corporation.

EDUCATION: University of California, Santa Barbara Expected Graduation: June 2016

•! B.A. in Communication, Minor in Professional Business Writing. •! Cumulative GPA: 3.84 •! Dean’s Honors Recipient: Spring 2013, Winter 2014, Fall 2014, Fall 2015

Relevant Course Work: •! Business and Administrative Writing •! Organizational Communication: A Global Perspective •! Business Communication

RELEVANT EXPERIENCE: UC Santa Barbara, Santa Barbara, CA. January 2016 – Present Research Assistant

•! Conducted research that investigates media framing of terrorist organizations and events. Specifically, the current project focuses on how the media frames DAESH, also known as ISIS or ISIL.

•! Executed the goals of the project by coding news articles that reference DAESH, and categorize texts according to the framing devices they employ in regards to the organization.

•! Collaborated with a group of six other coders through weekly meetings, in which we discuss the framing devices found in our sample and how they work to portray a certain image of the terrorist group.

Pattaya Bar & Grill, Goleta, CA. October 2014 – Present Waiter

•! Worked closely with the owner to efficiently manage restaurant operations in order to maximize customer satisfaction and promote business reputation.

•! Established customer loyalty by ensuring an enjoyable dining experience through effective communication and hospitality.

•! Successfully executed restaurant duties with a team of three during high traffic periods, such as weekends, holidays, and special events.

Kappa Sigma Epsilon-Theta, UC Santa Barbara, CA. Spring 2013 Fundraising Director

•! Implemented a fundraising plan for the Kappa Sigma fraternity at Firehouse Subs in Isla Vista, CA, raising over $100 for the Santa Barbara chapter.

•! Led a team of five by scheduling and structuring team meetings, assigning jobs to each team member, and identifying monetary goals

•! Marketed the event through the use of social media, such as Facebook and Instagram, as well as through flyers and networking.

LANGUAGES: Fluent in Spanish

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EIKE$HOFFMANN$!

6582!Sabado!Tarde!Unit!#1,!Goleta,!CA!93117!!|!!(949)!463!8947!!|[email protected]!!

SUMMARY$OF$QUALIFICATIONS$ $ $ $ $ $ $ $ $ $ $!

!! Extensive!educational!foundation!in!financial!analysis,!accounting!practices,!and!corporate!ethics!!!! Strong!writing!skills!–!trained!in!drafting!business!letters,!emails,!memos,!and!professional!brochures!!! Knowledgeable!in!social!networking!and!web!relations!through!previous!work!experience!(see!below)!!! Qualified!instructor!and!established!ability!to!perform!and!exercise!leadership!abilities!!!! Experienced!doing!highSvolume!jobs!requiring!me!to!wear!multiple!hats!and!do!a!variety!of!tasks!!!! Trained!in!oral!presentation!and!experienced!in!conducting!phone!interviews!!! Professional!working!proficiency!in!Spanish!and!elementary!proficiency!in!German!!!!! Skilled!in!Microsoft!Office!(Word,!PowerPoint,!Excel)!and!Wordpress!

$

EDUCATION$ $ $ $ $ $ $ $ $ $ $ $ $ $$

University$of$California,$Santa$Barbara$ $ $$$$$$$$$$$$$ $ $$$$$ $$$$$ $$$$$Anticipated*June*2016$B.A.!in!Economics!&!Accounting!! ! ! !!!!!!!!!!!!*

S!Minor:!Professional!Writing!–!Business!Communication!Track!

Anticipated*GPA*after*Winter*Quarter*2016:*3.5!Education*Abroad*Program*–*University*of*Chile*Faculty*of*Economics*and*Business*–*Winter*and*Spring*2015!Member*of*UCSB*Accounting*Association*and*UCSB*Entrepreneur*Association*Honors:!Dean’s!List!2!Quarters! ! ! ! ! ! ! ! *Relevant*Courses:!!

Financial!Accounting!Analysis!and!Planning;!Income!Taxation!

L* Worked*in*a*team*of*six*to*create*a*report*on*Target*Corporation’s*financial*statements*and*performance*outlook;*presented*this*information*in*front*of*the*class*as*a*sales*pitch*

L! Learned*the*basics*of*the*federal*tax*system,*with*particular*emphasis*on*federal*and*state*income*taxes,*property*taxes,*and*sales*and*use*taxes*

Business!Communication;!Writing!for!Public!Speaking!!

S! Improved*interpersonal*communication*skills*and*learned*effective*presentation*methods*L* Created*marketing*materials*and*drafted*business*letters*as*well*as*professional*brochures*L* Learned*effective*writing*techniques*in*a*professional/business*context**

RELEVANT$EXPERIENCE$ $ $ $ $ $ $ $ $ $ $ $$

Home$Savi,$Inc.$ $ $ $ $ $ $ $$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$Santa$Barbara,$CA$

Content*Creation*and*Marketing*Intern* * * ********* ********** ** * *February*2016*–*Present*$

!! Responsible!for!creation!of!marketing!materials!to!be!used!in!startup’s!launch!in!second!quarter!of!2016!!! Directly!involved!in!the!planning!of!growth!strategies!while!learning!the!mechanisms!of!the!California!real!

estate!and!escrow!process;!working!closely!with!both!the!startup’s!CEO!and!CFO!$

Phoenix$Institute$of$Desert$Agriculture$(PHIDA),$NGO$ $ $$$$$$$$ $$$$$$$$$$$$$$$$$$$ $$$$San$Diego,$CA$

Social*Networking*Coordinator,*Website*CoLmanager* * * ********* *********August*2012*–*January*2015*$

!! CoSmanaged!PHIDA’s!website!(phida.us)!and!its!social!networking!operations!on!a!daily!basis!!! Involved!in!deadlineSintensive!work!such!as!fundraising!calls!and!continuous!email!correspondence!with!

other!organizations!who!wished!to!become!involved!with!our!operation!

!! Worked!directly!with!Board!of!Directors,!including!former!U.S.!Congressman!Gary!Condit!$

Phoenix$Agrotech,$LLC$$ $ $ $ $ $$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$ $$$$$$$$$$$ $$$$$$$$$$$Irvine,$CA$

Website*CoLmanager,*Clerical*Work* * * * * ** ***************July*2011*–*January*2015!!

!! CoSmanaged!the!website!of!biotechnology!firm!Phoenix!Agrotech,!while!also!performing!clerical/accounting!work!such!as!calculating!payroll!hours!for!15!employees!

!! Worked!fullStime!(40!hours/week)!during!summers!of!2011S13!

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[email protected] 6613 Del Playa DR. #8

(626) 278-0711 CINDY CHAN Isla Vista CA, 93117

WORK Research/Department Assistant [University of California, Santa Barbara] January 2016- Present -Conceptualized Vegan Studies UCSB with Professor Renan Larue, relevant work in professional communication through community engagement, managing social media accounts, brand-building, research, and event–planning. Humanities and Fine Arts Student Ambassador [University of California, Santa Barbara] April 2015- Present -Represents the division as student liaison for the campus and community, co-manages social media accounts, and self-initiates research/thoughtful written content. Work/Study Bikram Yoga Intern [Yoga 105, Santa Barbara, CA] January-July 2015 -Represented a high-end studio through maintaining impeccable reputation while multi-tasking in a fast-paced environment by promoting sales and the business, clerical work, and warm customer service, Marketing/Graphic Design [Eckelon Nutraceuticals, Los Angeles CA] December 2013-April 2014 -Conducted research in health/wellness and crafted detailed product descriptions, label designs and layouts for startup Staff Writer [The Bottom Line] September 2013-June 2014 - Wrote, researched, interviewed and collaborated in producing weekly journalistic news/feature articles at UCSB

LEADERSHIP President & Co-Founder of HEAR! [University of California, Santa Barbara] March 2016-Present -Birthed the campus organization advocating for Health, Environment, and Animal Rights through education and outreach, Education Intern/Mentor [SHAWCO Education, Manenberg Cape Town, South Africa] July 2014-December2014 -Built patience and understanding in helping as a volunteer mentor and teacher to support youth in a highly at-risk community Teacher’s Aide [Monterey Hills Elementary School, South Pasadena, CA] September2010-June 2013 - Supervised preschool-5th grade classrooms as a mentor and leader of the Regional Occupational Program for Elementary Education and committed additional time to field trips and camp counselor positions Brown Environmental Leadership Lab [Brown University, Providence, Rhode Island] July 2011 -Initiated self-development and fostered an ability to effect change in personal connection to environment

EDUCATION Université de Bordeaux, Bordeaux, France [Semester Abroad Immersion Program] August-December 2015 University of Cape Town, Cape Town, South Africa [Semester Abroad Program] July -December 2014 University of California, Santa Barbara Fall 2012-June 2016 [Major: English; Minors: Professional Business Communication Writing, French]

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12.0 Appendix B - Master Calendar

Mon. Tues. Wed. Thurs. Fri. Sat. Sun.

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13.0 Appendix C - Sources (2011).TheimportanceofFacebookforsmallbusinesses.iMarketingFactory.Retrieved

from: http://www.imarketingfactory.com/facebook/(2012).9ReasonsWhyYourSmallBusinessShouldHaveaBlog-RecruiterboxBlog.

Retrievedfrom: http://recruiterbox.com/blog/9-reasons-why-your-small-business-should-have-a-

blog/

(2015).TargetingoptionsforLinkedInadvertisements.LinkedInCorporation.Retrievedfrom:https://help.linkedin.com/app/answers/detail/a_id/722/~/targeting-options-for-linkedin-advertisements

(2015).ThemeteoricriseofLinkedIn.MarketingDigest.Retrievedfrom:

http://marketingdigest.com/the-meteoric-rise-of-linkedin/Anders,G.(2016).LinkedInrepricespremiumservices,hopinguserswon’tturnfurious.

Forbes.Retrievedfrom: http://www.forbes.com/sites/georgeanders/2015/01/06/linkedin-reprices-

premium-services-hoping-users-wont-turn-furious/#9e30de21106e

Berk,C.(2016).4waystooptimizeyourFacebookads.SocialMediaExaminer.Retrievedfrom:http://www.socialmediaexaminer.com/4-ways-to-optimize-your-facebook-ads/

Brown,AMrtin(2014).Thebenefitsofbuildingthroughemailnewsletters.Coxblue.

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newsletters/

Burnham,K.(n.d.).TwitterPhotoTagging:4Facts–InformationWeek.Retrievedfrom:http://www.informationweek.com/software/social/twitter-photo-tagging-4-facts/d/d-id/1141526

Cetin,M.(2013).TheBeginner'sGuidetoHootsuite.Mashable.Retrievedfrom:

http://mashable.com/2013/09/18/hootsuite-beginners-guide/#iKk84MLppgqQ

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DeMers,J.(2014).The6maintypesofblogpostsandhowtousethem.Forbes.Retrieved

from:http://www.forbes.com/sites/jaysondemers/2014/09/23/the-6-main-types-of-blog-posts-and-how-to-use-them/#72028073216d

Elliot,N.(2015).Instagramisthekingofsocialengagement.ForresterBlogs.Retrieved

from:http://blogs.forrester.com/nate_elliott/14-04-29

Flannagan,R.(2013).BenefitsofFacebookforBusiness.NuancedMedia.Retrievedfrom:

http://nuancedmedia.com/benefits-of-facebook-for-business/

LearnTwitter:TwitterforBusiness.(n.d).Retrievedfrom:https://business.twitter.com/

LePage,E.(2015).HowtouseInstagramforbusiness:Abeginner’sguide.HootsuiteBlogs.Retrievedfrom:https://blog.hootsuite.com/how-to-use-instagram-for-business/

Robshaw-Bryan,S.(2013).Facebook:Understandingthebusinessbenefits.SocialMedia

Today.Retrievedfrom:http://www.socialmediatoday.com/content/facebook-understanding-business-benefits

Williams,J.(2012).TheadvantagesofFacebookmarketingforyourbusiness.Search

EngineJournal.Retrievedfrom:https://www.searchenginejournal.com/the-advantages-of-facebook-marketing-for-your-business/55996/

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