rcshop.rs
Social Media Campaign
Aleksandar12/17/2016
rcshop.rs
rcshop.rs Social Media Campaign
Content:
1. Situational Analysis
2. Target Audience
3. Communication Objectives
4. Creative Strategy and Execution
5. Media Strategy and Marketing Budget
6. Campaign Evaluation
7Gurus Page 2
rcshop.rs
1.Situational Analysis
Current Marketing Effort
www. rcshop.rs ~2k visits per month , 4th in Google searchModern, full information about product, focus on professional target group Facebook page: https://www.facebook.com/rcshop.rs - 1314 likesPoorly branded with misguided profile picture of mother company brand, mixed focus on both professionals and enthusiasts, without interaction with audienceG+: https://plus.google.com/+RcshopRsnis 1 follower Focus on professional target group, without interaction with audienceTwitter: https://twitter.com/rcshop_rs 22 followers, 5 likes, 2.5k tweetsPoorly executed twitter strategy, focus on visual communication and professional target groupYoutube: https://www.youtube.com/channel/UCoU0PAKevGIBokofz8YNQZw 4 video clips, ~ 1000 views, 2 dislikesMixed focus , poorly executed
Top Keywords from Search Engines:
Keyword Percent of Search Traffic
1. phantom 4 cena 45.34%
2. rc srbija 41.77%
3. dji mavic cena 3.83%
4. dji phantom 3 cena 1.87%
5. kvadrokopteri 1.40%
7Gurus Page 3
rcshop.rs
Competition AnalysisBased on keyword – dronovi prodaja srbija in google search
www.comtradeshop.com ~146,000 visits per month , 1st in Google searchHigh end electronic device retailerFacebook page: https://www.facebook.com/ComTradeSHOP 67,319 likes Focused on enthusiasts target group and offer promotion and events, not focused on RC techonolgyPinterest: https://www.pinterest.com/comtradeshop 7 followers, 7 pinsPoorly developed presentation with lack of focus and followersViber: http://chats.viber.com/comtradeshop effects unkownTwitter: https://twitter.com/comtradeshop ~4000 tweets, 593 follower, 1 LikeGood optimization for twitter, poorly executed interaction, lack of focusG+: https://plus.google.com/111489160055057773657 2 followersNo content
Top Keywords from Search Engines:
Keyword Percent of Search Traffic
1. comtrade 16.81%
2. mobilni telefoni prodaja 6.14%
3. comtrade shop 4.86%
4. prodaja mobilnih telefona 3.75%
5. mobilni telefoni 3.06%
7Gurus Page 4
rcshop.rs
www.jakovsistem.com ~33,000 visits per month, 3rd in Google search Bad example of e-commerce, outdated website with a lot of informations and no focusFacebook page: https://www.facebook.com/JakovSistemOnlineShop 35,603 likesPromotion oriented page with focus on buyer savvy about prices and no focus on RC techTwitter: https://twitter.com/JakovSistem ~813 tweets , 155 followers, 1 likeGood twitter strategy with propmotion and savvy buyer in mind, no interactionG+: https://plus.google.com/+JakovSistemDOONi%C5%A1 10 followers Promotion s and lack of focus
Top Keywords from Search Engines:
Keyword Percent of Search Traffic
1. jakov sistem 47.55%
2. jakov 21.91%
3. xplorer hoverboard cena 3.09%
4. garmin srbija 2.00%
5. dronovi 1.96%
7Gurus Page 5
rcshop.rs
http://www.rcsrbija.rs ~8k visits 7th in Google searchGood informative website with focus on Enthusiasts and Younger population, similar name as RCShopFacebook page: https://www.facebook.com/RcSrbija.BelaCrkva 1708 likesPoorly executed Facebook presentation with lack of focusYoutube: https://www.youtube.com/user/RcSrbija/videos 30 video clips, ~2k views per clipPoorly executed presentation, lack of focus
Top Keywords from Search Engines:
Keyword Percent of Search Traffic
1. rc srbija 56.52%
2. dji phantom 3 cena 12.21%
3. dji osmo cena 4.81%
4. arduino srbija 4.27%
5. phantom 4 cena 2.49%
7Gurus Page 6
rcshop.rs
www.pcfoto.biz ~33,000 visits per month , 1st ad in Google searchGood website with diverse products, paid adword focused on dronesFacebook page: https://www.facebook.com/fotoaparati 9803 likesPoorly executed facebook strategy focused on cameras Twitter: https://twitter.com/pcfotobiz ~ 4700 tweets , 367 followersPoorly executed strategy on twitter focused on cameras and no focus on target groupsInstagram: https://www.instagram.com/pcfotobiz/ 195 posts, 108 followersPoorly executed Instagram strategyYoutube: https://www.youtube.com/user/pcfotobiz/videos ~ 70 average views per clipFocus on cameras, poorly executedG+: https://plus.google.com/+PcfotoBiz 141 followerGood optimization in G+ format, lack of focus on target groups and lack of focus on product group
Top Keywords from Search Engines:
Keyword Percent of Search Traffic
1. nikon p900 cena srbija 8.75%
2. olympus tough tg-870 7.71%
3. nikon p900 cena 6.99%
4. nikon d3400 dslr camera 5.96%
5. blic 5.24
7Gurus Page 7
rcshop.rs
Engagement Overview
Global Rank
Country Rank
Total visitsPer month
Avg.Vst.Duration Pages per Vst
Bounce Rate
rcshop.rs 5,086,419 27,991 ~2k 1:39 min. 3.62 25.26%Comtradeshop.com 164,065 421 ~146k 3:55 min. 4.97 35.06%Jakovsistem.com 503,741 1,635 ~33k 4:17 min. 5.46 39.73%Rcsrbija.rs 1,382,265 6,322 ~8k 3:06 min. 6.02 38.75%Pcfoto.biz 567,538 2,284 ~33k 4:19 min. 4.25 39.61%
Traffic Sources:Direct Refferals Search Social Media
rcshop.rs 1.38% 22.13% 75.1% 1.38%Comtradeshop.com 16.93% 9.54% 51.2% 21.82%Jakovsistem.com 15.87% 32.12% 51.44% 0.05%Rcsrbija.rs 30.92% 12.74% 55.53% 0.8%Pcfoto.biz 34.82% 7.79% 50.62% 4.8%
2.Target Audience
Professionals: Military service, Security, Police, Photographers, Video production, other professional usersCommunication : technical data, price, professional language/terms, verbal communication, professional text postsMedia: LinkedIn, Google AdWords
Enthusiasts: 25 + yr men and womenCommunication: visual communication, street language/slang in verbal communication, promotional video clips, educational infographics, educational and fan eventsMedia: Facebook, YoutubeYounger population: 15 – 21 yrCommunication: visual communication, video, pictures, slang, fan events, video clipMedia: Instagram, Youtube
7Gurus Page 8
rcshop.rs
3.Communication Objectives1. Increase rcshop.rs brand awareness2. Increase traffic on rcshop.rs3. Increase number of conversions
4.Creative Strategy and Execution
Increase traffic generated by paid campaign on Google AdWords:1.Campaign setup - targeting precise target groupKeywords targeting competition : rc srbija, dji phantom, dji phantom cena, dronovi2. Landing page optimization3.KPI control - CR, CPC, CTR
Increase of organic generated traffic at RCShop.rs from social media networks and search engines:
1. Increase rcshop.rs brand awareness 2. Account setup for employees and business page/channel setup on the following social media:
LinkedIn, Facebook, Instagram, Youtube
7Gurus Page 9
rcshop.rs
Profile setup for employees: Miroslav Mitić and Jadran DopuđaBusiness presentation setup for rcshop.rsStatus updates – photos, videos, column posts about professional life of video professionalDiscussion and comments
Either new page setup or improving existingEvents for Enthusiasts in video production and rc vehicle fans – video shooting in centre of the town broadcasting live on Facebook, rc car racing in the pedestrian area of the town, 5% discount for sharing rcshop content 5 days in a row ...Facebook Ads 25% of budgetRegular status update – photo and video of product or made with productsTarget hashtags – dronovi, rc srbija, foto dron, dji phantomOperators and associates of 7Gurus will help in building awareness with active approach
Regular status update – photo and videoTarget hashtags - dronovi, rc srbija, foto dron, dji phantomFree Video shooting of followers who like more then 100 posts
7Gurus Page 10
rcshop.rs
Regular status update – videoPresentation of products in actionTestimonials of the fans and usersFree video story or free video CV of fan or user who agree to shoot testimonial of the product
Always , in every status update link to www.rcshop,rs is must.
5.Media Strategy and Marketing Budget
ScheduleMonday Tuesday Wednesday Thursday Friday Satruday Sunday
Google AdWords
Campaign Setup 1hr
Landing Page Optimization 1hr
KPI control 1 hr
KPI control 1 hr
KPI control 1 hr
Facebook 1 – 2 pm 1-2 pm 1- 2pm 1-2pm 1-2pmInstagram 2-3 pm 2-3 pm 2-3 pm 2-3 pm 2-3 pmLinkedIn 10-11am 12- 1pmYoutube 1-2pm
Marketing Budget:
Organization CostGoogle AdWordsFacebook Ads7 Gurus
total
7Gurus Page 11
rcshop.rs
6.Campaign Evaluation
Campaign is designed to increase visibility of website, brand awareness increase and to push traffic toward rcshop.rs website.Target CR (conversion rate) is industry average - 0,89%
7Gurus Page 12
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