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SL/CE MAGAZINE - The Social Media Strategy
- 1. THE SOCIAL MEDIA MARKETING STRATEGY
- 2. OBJECTIVES Raise Awareness of SLICE magazine Increase SLICE Product Sales Enhance SLICE Brand Experience
- 3. Target Readers PrimaryPrimary • Ages 18 to 28 years old • Age range part of World’s largest demographic grouping in 2014 • Included in 40.78% (25 – 54 years old) of the world population at 7.1 billion Young Adults Young adults interested in food journalism and lifestyle Young adults interested in food journalism and lifestyle SecondarySecondary Readers who are design enthusiasts with a soft spot for minimalism Readers who are design enthusiasts with a soft spot for minimalism
- 4. Attract, Engage, Convert Fans: Instagram (@slicemag) Target AudienceTarget Audience Young adults and potential readers on Instagram Young adults and potential readers on Instagram Marketing CampaignMarketing Campaign • @slicemag will launch an ongoing story- telling campaign #streetslice • Followers can tag their posts to be featured on @slicemag and win exclusive gift bags. • @slicemag will be on the search for brand advocates, directing interest back to the magazine • Use social media influencers to promote pre-order sales • Direct traffic from Instagram back to SLICE Facebook page • Build excitement leading up to launch event. Engage with followers through surprise giveaways. • @slicemag will launch an ongoing story- telling campaign #streetslice • Followers can tag their posts to be featured on @slicemag and win exclusive gift bags. • @slicemag will be on the search for brand advocates, directing interest back to the magazine • Use social media influencers to promote pre-order sales • Direct traffic from Instagram back to SLICE Facebook page • Build excitement leading up to launch event. Engage with followers through surprise giveaways. Business ObjectivesBusiness Objectives ImpactImpact Brand AwarenessBrand Awareness Data CollectionData Collection Customer AcquisitionCustomer Acquisition Increase ProfitsIncrease Profits Increase LoyaltyIncrease Loyalty
- 5. Attract, Engage, Convert Fans: Facebook Target AudienceTarget Audience Older fans who are active on Facebook compared to Instagram & Potential Advertisers Older fans who are active on Facebook compared to Instagram & Potential Advertisers Marketing CampaignMarketing Campaign • Encourage use of Instagram to direct traffic back to SLICE Facebook page • Build excitement leading up to launch event. Engage with followers through surprise giveaways • Introduce interactive in-app game as part of sustenance efforts • Encourage fans from all over the world to take part in the two-week challenge • Create viral marketing through friend invitation. Users can earn more points by sending challenges to their friends and scores will be tracked and tallied accordingly • Top 3 winners will receive a $200 gift bag and complimentary 4-issue subscription. • Encourage use of Instagram to direct traffic back to SLICE Facebook page • Build excitement leading up to launch event. Engage with followers through surprise giveaways • Introduce interactive in-app game as part of sustenance efforts • Encourage fans from all over the world to take part in the two-week challenge • Create viral marketing through friend invitation. Users can earn more points by sending challenges to their friends and scores will be tracked and tallied accordingly • Top 3 winners will receive a $200 gift bag and complimentary 4-issue subscription. Business ObjectivesBusiness Objectives ImpactImpact Brand AwarenessBrand Awareness Data CollectionData Collection Customer AcquisitionCustomer Acquisition Increase ProfitsIncrease Profits Increase LoyaltyIncrease Loyalty • Encourage use of Instagram to direct traffic back to SLICE Facebook page • Build excitement leading up to launch event. Engage with followers through surprise giveaways • Introduce interactive in-app game as part of sustenance efforts • Encourage fans from all over the world to take part in the two-week challenge • Create viral marketing through friend invitation. Users can earn more points by sending challenges to their friends and scores will be tracked and tallied accordingly • Top 3 winners will receive a $200 gift bag and complimentary 4-issue subscription. • Encourage use of Instagram to direct traffic back to SLICE Facebook page • Build excitement leading up to launch event. Engage with followers through surprise giveaways • Introduce interactive in-app game as part of sustenance efforts • Encourage fans from all over the world to take part in the two-week challenge • Create viral marketing through friend invitation. Users can earn more points by sending challenges to their friends and scores will be tracked and tallied accordingly • Top 3 winners will receive a $200 gift bag and complimentary 4-issue subscription.
- 6. Commitment & Success Measurement: Instagram Key MetricsKey Metrics • Followers • Engagement Rate: Likes, Comments • Hashtag tracking: #slicemag #streetslice • Highest engagement from user- generated content – to determine successful brand advocates • Followers • Engagement Rate: Likes, Comments • Hashtag tracking: #slicemag #streetslice • Highest engagement from user- generated content – to determine successful brand advocates CommitmentCommitment • Daily posting • 2 ~ 3 times a day • Usually in the day • Videos over the weekend • Daily posting • 2 ~ 3 times a day • Usually in the day • Videos over the weekend 3-month Goals3-month Goals • 1k followers • Average of 100 likes per post • Daily user-generated contribution in #slicemag and #streetslice • 60% of followers reside in Singapore • 25% of product sales to come from discount codes released by social media influencers • 1k followers • Average of 100 likes per post • Daily user-generated contribution in #slicemag and #streetslice • 60% of followers reside in Singapore • 25% of product sales to come from discount codes released by social media influencers
- 7. Commitment & Success Measurement: Facebook Key MetricsKey Metrics • Followers • Engagement Rate: Likes, Comments • Profiling through data capturing by surveys and Facebook Insights • Followers • Engagement Rate: Likes, Comments • Profiling through data capturing by surveys and Facebook Insights CommitmentCommitment • 4 ~ 5 times a week • Once a day • Usually in mornings or at night • No timing restrictions on weekends • 4 ~ 5 times a week • Once a day • Usually in mornings or at night • No timing restrictions on weekends 3-month Goals3-month Goals • 1k fans / likes • Average of 100 likes per post • Daily user-generated contribution in #slicemag and #streetslice • 60% of followers reside in Singapore • 1k fans / likes • Average of 100 likes per post • Daily user-generated contribution in #slicemag and #streetslice • 60% of followers reside in Singapore • Average Conversation Rate: 50 • At least 500 referals from in-app game • 25% of product sales to come from discount codes released on Facebook • Average Conversation Rate: 50 • At least 500 referals from in-app game • 25% of product sales to come from discount codes released on Facebook 3-month Goals3-month Goals
- 8. Crisis Communication: Positive Feedback and Enquiries Assess the messageAssess the message Do you want to respond?Do you want to respond? Yes No No responseNo response Can you add value to the response?Can you add value to the response? Thank user for taking time to provide feedback.Thank user for taking time to provide feedback. Respond in relation to feedback and share. Thank the user. Respond in relation to feedback and share. Thank the user. No Yes
- 9. Crisis Communication: Negative Feedback Response Guide Yes Evaluate purpose of comment Evaluate purpose of comment Unhappy reader?Unhappy reader? No Yes Serial Complainer?Serial Complainer? Trouble-maker?Trouble-maker? No Yes Yes Take action to fix the issue. Let the commenter know that action has been taken. Take action to fix the issue. Let the commenter know that action has been taken. Are the facts correct?Are the facts correct? Does reader need more info? Does reader need more info? Politely correct the facts. Politely correct the facts. Yes No Are the facts correct?Are the facts correct? Yes Monitor post before deciding on action Monitor post before deciding on action Yes Is the problem being fixed? Is the problem being fixed? Explain what is being done to fix the issue. Explain what is being done to fix the issue. No Still unhappy?Still unhappy? Yes
- 10. Conclusion Through driving awareness, we can enhance SLICE’s brand experience and product sales. The proposed communications strategy on Facebook and Instagram as great viral marketing power that can strengthen SLICE as a brand in diverse ways. Through driving awareness, we can enhance SLICE’s brand experience and product sales. The proposed communications strategy on Facebook and Instagram as great viral marketing power that can strengthen SLICE as a brand in diverse ways.
Editor's Notes
- All images from readcereal.com
- 1k followers Average of 100 likes per post Daily user-generated contribution in #slicemag and #streetslice