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A part of my application for a HiBaby internship
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1.WHAT IS ASKED TO MAXIMIZE -WHAT IS THE THING -IDEAS / GOALS 2.MY PROPOSAL -DIGITAL MARKETING MISSION STATEMENT -LONG TERM OBJECTIVES (12 MONTHS) -SHORT TERM OBJETCTIVES (3 MONTHS) -ABOUT THE TARGET AUDIENCE -WHAT ARE BUYER PERSONAS STRATEGY -LONG TERM -SHORT TERM TACTICS -HIBABY BLOG -MANAGING TWITTER SUMMARY 3.EXPLANATION 4.THANK YOU
SALES A CORRECT USE OF THE SOCIAL MEDIA CHANNELS CAN BE DIRECTLY LINKED TO SALES AND PURCHASE INTENT BY
GENERATING LEADS AND SALES WHICH ARE ACTIVATED ONLINE AND OFFLINE.
COMMUNICATION
ENCOURAGING ONGOING ENGAGEMENT
COMMUNICATING BRAND PERCEPTION AND KEY BRAND MESSAGES COMMUNICATE UPDATES AND OFFERS
ENCOURAGING DIALOGUE TO FIND OUT MORE ABOUT HIBABY
REPUTATION MONITORING AND MANAGEMENT
CUSTOMER SERVICE • PROVIDE INFORMATION
TO RESOLVE CUSTOMER SERVICE ISSUES
• IDENTIFY DISCUSSED CUSTOMER ISSUES AND
RESOLVE THEM
“Our vision is to create a digital space where people will find and share guidance, resources and
discussion about babies, like picture and video sharing, but also, interaction for advice. This is aimed
at increasing our awareness and
credibility through showing our understanding of key issues and developments in the matter.”
This could be an example of vision
Around 10 qualified leads generated in the second half of the year
Increased visibility for HiBaby, generating at least 1,000 Twitter followers and 1,500 additional visits a month to the HiBaby website from social media.
Establish HiBaby as a commentator on the baby world issues through producing a minimum of one weekly blog post advising on baby topics & baby photos and video sharing
Broaden thought-leadership shown across the industry, through writing at least 6 guest posts on industry news sites and blogs
Relationships nurtured with potential clients by achieving at least 500 downloads of a PDF guide; adding at least 500 names to our email database, and staying in contact with them through monthly newsletter
Set up our social media platforms and blog that are missing, and established a brand ‘look and feel’ to which they will conform
Become familiar with the social media platforms and comfortable using them
Built up a schedule of our social media activities for the next three months
Built up a stock of blog posts at least a month ahead
Generated at least 200 relevant followers on Twitter
Attracted a considerable number of visits to our blog
Increased the number of followers on our Facebook page
ABOUT THE TARGET AUDIENCE Working together with the management team and interviews with current and potential customers, we can develop some
‘Buyer personas’ who represent our ideal targets for this
social media campaign.
Research-based archetypal (modeled) representations of who buyers are, what they are
trying to accomplish, what goals drive their behavior, how they think, how they buy,
and why they make buying decisions.
HELP HIBABY GAIN A DEEPER UNDERSTANDING OF
BUYERS AND THEIR BUYING BEHAVIORS
THIS HELPFUL UNDERSTANDING IS AIMED AT INFORMING DECISIONS ON
MARKETING AND SALES STRATEGIES
WHAT ARE BUYER PERSONAS?
STRATEGY
Content: To publish information that is genuinely useful to potential clients, for the mission statement, drawing them closer to us and establishing us as experts in our field
Audience: To target the three groups represented by the buyer personas
Interaction: To use the social media platforms to interact with our target clientele by using social media to push potential clients towards our ‘home ground’, the website, the Facebook page, the twitter account and perhaps a new blog where they can learn more about our services
Convert: To collect their email addresses or contact details to identify prospects and discuss our services with them further. Encourage download of the company videos and a new pdf brochure.
To actively pursue opportunities to write on other popular forums and sites in our industry (press coverage)
Start implementing points 1-4 of the long-term strategy
Start working in the social media platforms that are missing
Focus on establishing a smooth procedure for the production of blog posts and longer written material, including a schedule
Build up a very strong core of at least 150 relevant Twitter accounts to follow and target as potential clients
Spend time daily browsing Twitter and Facebook feeds, as well as relevant blogs in the industry, to familiarize ourselves with the platforms
Time: 1 hour 30 minutes / day (including blog writing, ideal by various staff members); not including development of social media schedule) + 3 hours a month to produce newsletter Budget: 5 euros / week for photos
IT WOULD BE GOOD TO REEVALUATE THE STRATEGY IN THE NEXT 3 MONTHS
Framework and platforms
TARGETING KEY PLATFORMS
The blog could a good focus for our social media strategy. It will house all the main original content, and we will use the other social media (Facebook, Twitter, Pinterest…) to drive visitors to it.
The fast goal for the blog is to learn how to use it, to produce the right kinds of material and to begin to build up our visitor numbers. In the future, it can be used to generate enquiries, to get visitors’ details and build up your email list.
Managing HiBaby blog
Time allotted 2 hours / week blog writing
15 minutes / week to post blog, respond to comments
Targets 1 good blog post a week
300 visits to blog over 3 months
Measurement Google Analytics
checked every two weeks
Responsabilities write content, coordinate the production of
blog posts, monitor and reply comments
Budget 1 euro / week for photos
REQUIREMENTS
The blog will be built in easy-to-update Wordpress using a modified
existing theme tailored to HiBaby’s branding, or (for best results) a a HiBaby specific theme that could be designed by the website designer.
There will be a facility for visitor comments
The design must take into account that we may wish to advertise a free
PDF or other resource through the blog to spread all over the audience.
Each blog post will include a good-quality picture from Fotolia or similar
site online, free images can be used with good results, but for a small quantity you can get stunning images.
Paragraphs will be short
Post frequency: A post a week (to start with) Days: Experiment to see which day attracts most traffic: we could try Mondays in February, Wednesdays in March and Thursdays in April Time: Experimenting with time I can see what works better Comments: Set up an email notification system so we can respond to comments as soon as they are posted
When to post
The goal of the blog posts would be to provide information and advice that our target groups find genuinely useful.
The focus must be on helping with their problems and goals, not writing only about the app. Material directly about the company should make up no more than one in four blog posts.
Schedule one post a month for each of our target groups
Try to include relevant key words for SEO purposes
At the end of every post, include the next step we want them to take to engage more closely: for example, a link to another relevant post, or to an advertised job.
Each post should include a large, related picture
Define a set of 10-15 hashtags to highlight the content we’re sharing
What to write
Each post will be linked to the social media on Twitter,
Facebook, Pinterest, Instagram, Google plus…
Include key words in each post that will help SEO
Links to be sent to contacts in monthly newsletter
Include a link to the blog on employees’ email signatures, all presentations, to spread it efficiently.
PURPOSES
To expand the reach of the brand and show that we are thought-leaders To drive traffic back to the blog and other social media To engage with potential clients
KEYS Post material that is of genuine interest to the target audience. Follow people who are of potential interest to us, both in the hope that they will follow us back, and so that we can respond to their own tweets and build up a relationship with them.
Time allotted 20 minutes a day to post links on Hootsuite or similar
15 minutes a day reading feed and engaging 1 hour / week building up follower list
Targets • Post 6 Tweets a day + daily
interaction with 3 target tweeters using Hootsuite to tweet with campaign code tracking.
• Get 4 retweets or favourites mentions per week by end of 3 month
• 150 visitors to blog via Twitter • Build up an audience of 250
followers • Follow 250 relevant accounts
Measurement Hootsuite reports integrated
with Google Analytics Twitter counter
Twitonomy
Responsabilities Write and post tweets, build up
follower list and engage
Budget 3 euro / week for photos
Where possible, include a picture in the tweet
Use only to shorten links
Where possible, use baby related hashtags to draw attention to the tweets When posting links, try to include a comment on, or introduction to the
content
Where possible, encourage conversation by posing questions (“Do you agree?” “What do you think?” “Tell us about your experiences”)
Tone: Professional, friendly, entertaining, slightly opinionated
Monday – Friday (at the beginning)
Try different combinations through the week to see the response Space out tweets evenly throughout the day Post the link to the blog once a day each week, at different times of the day (and with slightly different titles)
When to post
One link daily to that week’s blog post
Three links to third-party material. These can be retweets (not from competitors) or links to articles, videos, photos that are of interest
Two original messages that will interest our target audiences: Tips Facts
Questions that spark conversation
Observations about the industry
Comment about something related to babies
#FF (Follow Friday) – link to someone with whom we are trying to engage
The themes outlined for the blog should be used as guidelines for our Twitter content as well
What to write
Build up strong core of people HiBaby follows in order to interact with
them and (possibly) get followed in return
Use Twitter’s list feature to track particularly important potential
clients and contacts, and interact with them often
Use baby hashtags so that we are easily found
Make sure that buttons / links to the Twitter account are clearly
visible on staff’s business cards, email signatures, the blog and other
pages like HiBaby website
WHO TO TARGET
Anyone fitting into the buyer personas Accounts belonging to parents or
people with baby profile pictures
Influential Twitter users in the sector
Competitors
HOW TO FIND THEM Search for specific companies / names we already know we want to target
Find existing clients who fit the profile and see who they are interacting with
See who is using baby-related hashtags (#) Use Klout to see who is influential in the
industry
HOW TO INTERACT WITH THEM
Daily, reply to at least three posts by groups one and two and influential Twitter users (do not reply to rivals).
Separate the top 50 people with whom we would like to work into a list (can be hidden from the public) and check it every day in order to interact with them.
How to target
OBJECTIVES SUBSTANTIATION STRATEGIES TO ACHIEVE GOALS
KPIS (CRITICAL SUCCESS FACTORS)
OBJECTIVE 1: REACH INCREASE VISITS TO SITE BY 1500 PER MONTH ADD ABOUT 1000 TWITTER FOLLOWERS THIS YEAR
THIS IS REALISTIC BASED ON LEVELS OF FOLLOWERS AND VISITS THAT COMPETITORS ACTIVE IN SOCIAL MEDIA ARE GETTING
BLOG POSTS – SOCIAL SHARING AND SEO OF ARTICLES
INFLUENCER OUTREACH IN FACEBOOK & TWITTER
GUEST POSTING
INCREASE VOLUME/% OF NATURAL SEARCH VISITS VISITS FROM SOCIAL MEDIA
SITES
OBJECTIVE 2: ACT GENERATE 500 DOWNLOADS OF A NEW PDF GUIDE AND PROFILE
CONVERSION RATES FEATURING PDF WITHIN BLOG POSTS AND ON SOCIAL MEDIA
FEATURING PDF IN NAVIGATION AND RESOURCE SECTIONS OF BLOG
NATURAL SEARCH CONVERSIONS
NEW CONVERSIONS WHERE REFERRER IS SOCIAL MEDIA OR DIRECT.
OBJECTIVE 3: CONVERT SOCIAL MEDIA DOWNLOADS TO ‘’x’’ SALES LEADS
CONVERSION OF CAPTURED PROFILES TO MARKETING QUALIFIED LEADS
EMAIL WELCOME FOLLOW-UP FROM DOWNLOADS
PHONE FOLLOW-UP OF RELEVANT PROFILES
LEAD CONVERSION RATE
OBJECTIVE 4: ENGAGE IMPROVE RETURNING SITE VISITS BY 20%
IT CAN MEASURED IN GOOGLE ANALYTICS
NEWSLETTER FEATURING CONTENT FROM SOCIAL MEDIA
CLICKTHROUGHS FROM SOCIAL MEDIA FOLLOWERS
RETURNING VISITS FROM SOCIAL MEDIA
But these were just examples, obviously, each social
media channel has to have its own strategy.
For example, I developed an strategy for the existent channel of Twitter. But strategies should be developed for the
rest of existing channels:
For example, I developed an strategy for inexistent channel of blogging, which could be very interesting for
the company. Channel ideas could be:
Thank you for your time checking this presentation and I hope you like it enough to give me an opportunity