social media plan · followers pinterest followers instagram groupon (chicago) 47,943 30,403 133...
TRANSCRIPT
AGENDA
Analysis • Competitors Analysis (5 min) • Analysis of YouSwoop Social Media (5 min) • Best Practices (5 min)
Improvement Plan • General Recommendations (10 min) • Social Media Plan (5 min) • Campaign Templates (10 min)
KPI & Reporting (2 min)
Facebook Likes
Twitter Followers
Pinterest Followers
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
1,800,000
Facebook Likes
Twitter Followers
Pinterest Followers
COMPETITORS ANALYSIS Social Media Platform
Competitors Facebook
Likes
Followers
Followers
Groupon
(Chicago)
47,943 30,403 133 2,807
LivingSocial 1,327,705 151,449 620
(Families)
1,139
Gilt City 102,880 7,794 817 4,653
Woot! 90,532 1,637,673 178 N/A
YouSwoop 10,245 5,001 42 120
Subscribers
Views
Videos0
500000
1000000
1500000
2000000
2500000
Subscribers
Views
Videos
YOUTUBE RESULTS YouTube Numbers
Competitors Subscribers Views Videos
Groupon 702 1,984,821 69
LivingSocial 529 1,146,347 287
Gilt City 11 6,798 5
Woot! 2,635 2,374,533 148
YouSwoop 10 7,000 20
PROS Negative feedback from customers
Not a wide variety of posts, all posts mainly consist of just deals with just the link
Could use more pictures & videos
Trend of comments from customers who had bad refunding experiences
Not enough pictures
Not enough deals posted on FB page
Multiple pages: Gilt Groupe, Jetsetter, Gilt Taste, Gilt Home, and Gilt Man.
Is too many FB pages a bad thing? (For ex. Deals, Wine, Home, Shirt, and Sport)
Graphics are unoriginal and boring, such as the cover page
CONS
Consistent with posting deals
Responsive to fans
Have separate Groupon Facebook pages
Engaging with customers
In the loop with current holidays & events
Asks opinioned questions to get more responses
Consistent with contests
Really great at incorporating other social media
Recommendation box
Links to other FB pages
Excellent customer service
PROS CONS Not as engaging about other topics on Chicago page
Could use some more pictures and videos in recent posts
Background could use some updating
Chicago Twitter page doesn’t post as much pictures as Gilt City’s main Twitter page.
Not enough deals being tweeted
Multiple Twitter accounts
Background is super plain, it could use some more excitement.
Posts pictures
Great variety of posts
Responsive to each Tweet
Lists other Twitter pages on background
Responsive and sincere to followers
Other Living Social Twitter pages are consistently up to date
Great usage of hashtags
A good variety of posts that are both engaging and tie in back to the brand
Replies on Twitter are very personal and detailed
Wide variety of different tweets
“Be the Change” board
“Working at Groupon” board
Getaways & Weddings
All boards stay on focus
All boards truly represent the brand
Wide variety of products and deals from Woot website
PROS CONS Some boards seem a little random and somewhat out of focus
Boards should be more up to date
3 separate pages: LivingSocial Escapes, Families, and At Home
No regular LivingSocial page
Not fully utilizing page to post deals
Boards need more deals
Only 3 boards; needs more categories of boards
Work related photos
Chicago-oriented
Takes pictures of events Groupon is involved in
Post on current events (holidays, concerts,
sports events, etc.)
Promotes photo contests with hashtags
City pictures are representable to brand
Tags locations of which they are at
PROS CONS
No main LivingSocial Instagram account or US
version
Some random pictures that don’t relate
Too many pictures from one event
Does not have an Instagram account
ANALYSIS OF YOUSWOOP’S SOCIAL MEDIA PROS CONS
Involvement with current events
Facebook posts are very engaging.
Wide variety in different types of posts.
Great involvement with other companies and
helping to promote their events.
Responsive to fans and followers in a personal and
friendly way.
Posting pictures about what’s going on in the office
to get audience involved in what YouSwoop does.
Not enough videos to both the Twitter, Facebook,
and Pinterest pages.
Not enough pictures on Instagram.
Doesn’t have all other social network sites on “about”
page on FB.
No media campaign
Consistency of posts are off
Graphics on sites are out of date
Twitter background is plain & boring
FB cover photo & profile picture doesn't sync to a theme
Not as much followers on social networks as
competitors
Blog isn’t up to date
Consistently posting daily
Interesting & quality photos • Keeping it simple.
Expressing culture of brand
Engage with followers and respond back
Tag location
Following companies similar to all our merchants • Creating relationships • Increasing merchant engagement
Show off brand logo in new and appealing ways
“Executive Management” Board “Press” Board
Promote through other channels
Engage with other follower’s pins
Photos of customers using product and service
Pin videos
Categorize boards as you would on your website
Send users back to website
Pin. A lot.
Tap into the platform’s audience
Take advantage of all things cute
Show versatality
Narrow the focus
Use keywords on title
Write unique description that includes URL
Include links to other social media
Open video to commenting and embedding
Use YouTube insights
Keep Tweets in RT safe zone (between 120-130 characters)
Choose the right words and phrases • Style & Grammar
Custom background
Using background to list key features of products and services
Make it a habit
Listen
Be the Voice
Live-Tweets
Use hash-tags
• To gain more exposure
• Improve searchability
Add Photos
Hashtags in the wild
@Mentions to increase exposure
Tie in all of social media channels • Twitter, Pinterest, YouTube, & Instagram • Helps to gain more exposure to other networks
Making page private to non-fans by creating incentives to “like” the page Tagging partners in posts Creating links that will leads followers back to original page
Provide a good appearance
Cater photos to reflect the season
Connect cover photo w/ profile picture
Sharing business facts in infographic form
Use one simple image to reflect the brand
Feature a fan
Change icons
Types of Cover Photos to Consider for August
Update Background
Use background to highlight latest products
Utilize background space to promote upcoming events
Compile a background of a collage of pictures
Make hashtag watermarks on the background to promote our signature hashtag: #SwoopSocial
Boards with images that reflect the brand
Boards featuring ideas
Hosting contests through the utilization of the boards & pins
Boards that just feature our past and current merchants
Limitless
Try to post at least once a day of the following kinds of things:
•SwoopStuff •SwoopSocial •Logo •Simple
COMMUNITY MANAGEMENT
Improve consistency on all social networking sites
Link every social media site to Facebook
Keep up to date with new followers
Be thankful to new followers & show acknowledgement
Like, share, & retweet
Encourage followers & fans to post pictures of themselves using products and services.
THINGS TO FOCUS ON DAILY
Daily actions/post check list • Daily Deal across all media sites • Post a picture each day
Breaking down a scheduled time per each post
Take 10 min a day to make a constant flow of tweets with deals, upcoming events, and other random thoughts to keep the vibe fun and engaging.
Continuously post photos from events
Post videos featuring merchants
Encourage customers to send in photos of them using products & services
Continuously updating social media calender
KPI & reporting
DEVELOPED CAMPAIGN SCHEDULE
Come up with a social media campaign for the next year
Should have more online contests
Giveaways
Refresh the graphics on FB timeline every 1-2 months • Or every week if we decide to do a “Fan of the Week”
Create FB event invites for SwoopSocials
CAMPAIGNS
Yearly Schedule • Rough plan for campaigns over the next year:
• Holidays • Application launch: Iphone app, Android app, sharing platform, &
personalization • New Market Launch (TBD)
Q3 Plan • July: Hot Dog Week, • Aug: Back to School • Sept: Labor Day Weekend
Follow standard campaign templates: • Local Deals • Holidays • SwoopSocial • Products • Software updates (ex: launching mobile app)
Pre During Post
Facebook • Post about events when deal first
comes out.
• Post 3 times a week until the event
occurs, including the night before to
get audience pumped.
• Come up with raffles & prizes to tie in
with the event
• (Facebook Mobile does not allow you
to post onto Facebook pages.)
• Post pictures & videos from
event as soon as they’re
ready to upload.
Twitter • Tweet about event w/ link and tell
people to retweet & share with friends.
• Tweet about features of the event.
• Tweet about time, location, & place of
event.
• Post a music video, skit, or past video
that relates to the event on the
morning of, onto Facebook page.
• Create a list of other hashtags to use
that could relate to the event
• Try to post every couple of minutes
during the event
• Always use #SwoopSocial hashtag as
well as other hashtags that relate to
the event
• @Mentions
• Post pictures from Instagram
• Encourage guests at event to Twitter
w/ hashtag #SwoopSocial
• Promote the tag #SwoopSocial
through event décor
• Ask everyone who went and
what they thought of the
event
• Thank everyone for coming
out
• Post one or two pictures
from the event until edited
images are ready to upload
• Mention upcoming events
that are similar
SWOOPSOCIALS
Pre During Post
Pinterest • Post deal onto “SwoopSocial &
Events” board as soon as the deal
is ready
• Use after • Upload pictures to “Past
SwoopSocial Events”
board
YouTube • Create a video with one of the
CEOs or of Cruz that is about 1-2
minutes long to spread the word to
come out.
• Make the 1-2 minute short video
fun/funny with either someone
dancing or doing some kind of
talent, such as juggling to explain
what the event is going to be like.
• Film footage of event & have guests talk to
camera
• Get in touch with swoopers at events and
ask them what some of their favorite deals
in the past that they used were.
• Get insights on swoopers experience at that
current event
• Post video from event
• Use video for similar
upcoming events
Instagra
m
• Take a screen shot of event
• Use deal image to post
• Sync posts to Twitter
• Use same hashtags as in Twitter
• Take photos of people, people from
YouSwoop, event surroundings, and décor
• Encourage people to post pictures with
hashtag #SwoopSocial
• Post pictures from event
SWOOPSOCIALS CONTINUED
HOLIDAYS Pre During Post
Facebook Countdowns
Ask who’s looking forward to the
upcoming holiday and what kinds
of deals do they expect to see.
Give hints out as to what kinds of
deals there will be.
Host holiday photo contests
Best dance video in best Halloween
costume, best Santa outfit, best
Irish/Green outfit, most patriotic
outfit, etc.
Post deal w/ link & explain how it
can help them celebrate/enjoy their
holiday
Announce winners of any contest on
day or day after holiday
Have people submit entries to
whatever contests by the day of the
holiday
Post link w/ holiday related deals
Try to get people’s insight
on how their holiday was,
to be engaging.
Make an album of people
who submitted any
photos to any photo
contests
Twitter “ ‘ ‘ holiday is coming up..what
do you plan on doing?” ..post
something engaging
@Mentions of parterns’ deals
Post deal images relating to holiday
& link to deal
Tweet saying something
like, “hope everyone had
a great holiday..”
Tweet about upcoming
deals to keep them tuned
HOLIDAYS CONTINUED Pre During Post
Instagram Post deal pictures relating to
holiday
Post a picture relating to the
holiday
Have people working in the
office submitting photos to show
how they celebrate the holiday
Pinterest Create crafty holiday boards
to inspire people on how to
get into the holiday spirit
Repin holiday related things
onto the board of the holiday.
If possible, show pictures of
people during that holiday using
their product
YouTube Should have more footage of
what goes on in the office to
create a video by the end of
the end of the year holidays
for customers to see.
Try to video record each
holiday related event
Post Holiday related videos
that are comical & talk about
current hot deals that
complement the upcoming
holiday
Post videos showing how
YouSwoop employees enjoyed
their holiday
LOCAL DEALS During Post
Facebook Post deal w/ link & small description
Post 4-6 times a week
Post 1-2 times each of those 4-6 days
out of the week
Post a survey on people’s
favorite kinds of deals
Twitter Post deal w/ link & small description
Instagram Post Deal image w/ description of the
deal
If possible, show customer
using product/service
Pinterest Add onto category board of which the
deal goes with.
Once expired and off the
website, take off to prevent
misleading customers
YouTube If possible, record people using product
and/or service
Use videos to post on FB &
Twitter to demonstrate to
audience that people are
enjoying their purchases.
PRODUCTS Pre During Post
Facebook Host contest of people
posting pictures with having
the “swoopiest” way of truly
utilizing their product
Post about product deal w/ image
Make an album of people using their
product
Post winner after a certain
amount of time. (1-2 weeks
later)
Tell people to send in pictures
of them using their products
Twitter Announce swoop product
deal picture contest.
Tweet link to “SwoopStuff” page
Mention all products in one tweet
Tweet per product w/ link right after
one another;do this 3-4 times a week
so that it catches people’s attention
more when they are looking through
their Twitter feed.
Tell people to tweet pictures
of themselves using the
product
Instagra
m
Post deal image of product Post pictures of product Pictures of people using
product
Pinterest Product board Product board Delete product pin when
expired.
YouTube Make a funny infomercial
using product
Post video of product
SOURCES http://blog.hubspot.com/blog/tabid/6307/bid/29987/The-Marketer-s-Scoop-on-Instagram-and-How-to-Use-It.aspx
http://www.facebook-studio.com/fbassets/media/856/FacebookBestPracticeGuide.pdf
http://www.socialmedia.biz/social-media-policies/best-practices-for-developing-a-social-media-policy/
http://mashable.com/2012/06/18/social-marketing-relationships/
http://blog.collectivebias.com/2012/06/14/deal-sharing/
http://mashable.com/2011/04/28/14-best-practices-for-long-term-social-media-success/
http://www.netwitsthinktank.com/social-media/social-media-best-practices-12-tips-for-making-the-best-of-any-social-site.htm
http://www.skepticgeek.com/socialweb/top-10-best-practices-of-social-media-experts-on-twitter/
https://business.twitter.com/pdfs/Twitter_Smallbiz_Guide.pdf
http://www.mediabistro.com/alltwitter/get-more-clicks-twitter_b17976
http://blog.hubspot.com/Portals/249/docs/ebooks/guide_to_facebook_business_page_timelines.pdf
http://blog.hubspot.com/blog/tabid/6307/bid/29987/The-Marketer-s-Scoop-on-Instagram-and-How-to-Use-It.aspx
http://www.jeffbullas.com/2012/05/08/64-pinterest-marketing-tips-and-tactics-infographic/
http://www.usegraymatter.com/Downloads/SocMedia404_BestPractices.pdf
KEY PERFORMANCE INDICATORS
Distribution • Followers * • Fans * • Mentions *
Interaction • Retweets * • Sharing * • Comments * • Likes • Reviews • Unique Visitors • Traffic • Time spent on site • Response Time
Influence • Share of conversation vs. competitors • Satisfaction • Sentiment positive, neutral, or
negative* Action & ROI
• Subscriptions* • Sales revenue* • Registered users* • Issues resolved* • Lead conversion rate • Cost of sale • Revenue (per follower, lead,
customer) • Lifetime value of customers • Transaction value per customer
Internal • Presentations • Videos* • FB updates • Tweets* • Forum posts
DAY TO DAY SOCIAL MEDIA RESULTS
Date YouSwoop Facebook Twitter Pinterest Instagram
Purchases Subscriptions Likes Posts
Talking about this Comments Shares
Followers
Mentions
Retweets Followers
Repins
Likes Followers
Likes
7/17/2012 10,240 2 25 4 2 4,999 5 2 52 1 145 0
7/18/2012 10,242 4 24 1 2 4,999 3 4 54 0 1 149 0
7/19/2012 10,242 1 24 0 1 5,001 8 1 53 0 0 149 1
7/20/2012 10,243 1 47 0 0 5,003 6 1 53 0 0 152 0
7/21/2012 10,244 0 47 0 0 5,002 0 0 53 0 0 152 0
7/22/2012 10,245 0 47 0 0 5,001 1 0 53 1 3 152 0
7/23/2012 10,245 1 47 2 0 5,000 2 0 53 1 1 152 0
SOFTWARE UPDATES Pre During Post
Facebook Announce updates
Show a preview of what
they’ll look like
Talk about the features
and benefits
Tell people to go get the app &
mention the price (whether it’s free or
has a cost)
Keep talking about updates
Twitter Announce updates
Show a preview of what
they’ll look like
Talk about the features
and benefits
Tell people to go get the app &
mention the price (whether it’s free or
has a cost)
Keep people in the loop with
updates
Instagram Show screen shots Show a picture N/A
Pinterest Show screenshots of the
app
Pin a link that will direct followers to
the app store to purchase the app
N/A
N/A
YouTube Make a mini informercial
about it
Post video on all social media
networks
MEDIA CAMPAIGN IDEAS Random flash mobs throughout Chicago with the YouSwoop Daily Deal song
• Record all the flash-mobs we did that day • Give out promo cards during flash-mob • Post on Youtube, Facebook, Twitter, & Pinterest
Submit video contest special talent Submit photo contest • Cutest dog/cat • Most exotic pet • Most “swoopiest” outfit
Thanksgiving Day Recipe • Fans will have to submit their recipe with photo • Put all the entries in one album • Depending on how many photos submissions we get, the top 3 pictures with most likes gets
their meal cooked. • Record video of cooking process o Do this with 2-4 people from the office
• Best tasting recipe wins a prize!
MEDIA CAMPAIGN IDEAS CONTINUED
Most “swoopiest” board on Pinterest
• YouTube video of someone explaining the contest
• Board has to reflect the culture of YouSwoop and the person who can make the Swoopiest board wins
• Will only be able to submit 10 photos including a required photo that we create & hashtag it #YouSwoop
• We benefit by gaining exposure, they benefit by winning
• Can use ANYTHING to pin
Scavenger hunt in the city
• First clue gets posted on FB
• Clues get earned when checking in at spots
• Will incorporate current and past merchants
LEVERAGE NEW SOCIAL MEDIA
Up to date with latest trends
Update blog