5. BUDGET
2. SOCIAL MEDIA CAMPAIGN
- IDEAS & GOALS
- TARGET MARKET
- CUSTOMER PERSONAS
- CONTENT
- CHANNELS
- GOALS / KPI
...
SALES
A CORRECT USE OF THE SOCIAL MEDIA
CHANNELS CAN BE DIRECTLY LINKED TO
THE INCREASE OF FOUNDRAISING BY
GENERATING LEAD...
are WOMEN
63%
40%
from NORTH-WEST ITALY
Age: 40-55
At least
1 DIPLOMA
Mid, mid-high
INCOME
12%
90%
are FAMILIES
donate via...
STATUS: Divorced, 2 kids, 2 pets
POSITION: University Professor
ACTIVITIES: Cooking, Research
INCOME: Mid-high
PAOLA, 42
M...
INCOME: Mid-high
CLAIRE, 53
ROME
REASONS: “Ethic Lifestyle"
THE RADICAL CHIC
POSITION: Architect, Freelancer
STATUS: Singl...
STATUS: Married, father
POSITION: CEO of a company
with branch in India
INCOME: very high
FRANCESCO, 55
TURIN
REASONS: “Ha...
BRAND AWARENESS
LEAD GENERATION
ENGAGEMENT
REQUIREMENTS
Analysis
Consistency
Dedication
Improvement
TONE OF VOICE
Calm
Smart
Polite
Close
Specifications
Providing great content will allow INDIFESA to improve its performance, its SEO and
therefore, its awareness.
Deliver quality content is the key, but between the “star content” we can deliver
some content in quantity to keep the aud...
INFORMATION
INFO & FOLLOW UP OF ACTIONS TO SHOW TRANSPARENCY, HAPPY ENDING
STORIES, REAL CASES…
REWARDS
RECEIPES, DIY TUTO...
To gain 10.000 likes
To follow 100 relevant accounts
To earn 5.000 followers
Increase the level of engagement
Keep track o...
Daily schedule
9.00 Culture & Lifestyle
12.00 Reward
15.00 Information
18.00 Mix
Targets
4 post per day
Increase the engag...
Time allotted
2 hours / week to collect materials
15 minutes / week to engage
Targets
4 videos per month
(2 recipes, 1 DIY...
Time allotted
Daily blog post
4 hours / week for post arranging
1 hour to share in the other social media
15 min to engage...
Increase the FOLLOWING
Improve the CONTENT
Improve the ENGAGEMENT
Time allotted
20 minutes a day to post links on Hootsuite or similar
15 minutes a day reading feed and engaging
1 hour / w...
Time allotted
2 hours / week to gather images
15 minutes / week to repin others
Targets
1-5 images per day
300 visits to t...
INDIFESA 2014
Sexy
female
bodies
Several skin
colors
Black screen
+
Message
Pictures
Black screen
+
Message
Attract
attention
No racial
...
ACTANTS
OBJECT Fundraising
SENDER Indifesa
RECEIVER Everybody
SUBJECT Indifesa
HELPER Sexy girls
OPONENT Real scenes
ELEME...
Emotions
BARBARA D’URSO
POMERIGGIO CINQUE
FIORELLO
VALENTINA VEZZALI
BENEDETTA PARODI
MOLTO BENE
Guerrilla marketing action
We developed a simple Guerrilla
Marketing action, related to the
viral video and the rest of th...
Total: 30.000 €
MAKING OF THE VIRAL VIDEO 5.000€
ONLINE ADVERTISEMENT 5.000€
PROMO FB (FOR 30 DAYS) (10EURO/DAY) 1.000€
PR...
CREDITS
Elisa Casavecchia
Ilaria Cascione
Cristina Munoz
Virginia Sgargi
ELISA CASAVECCHIA
ILARIA CASCIONE
CRISTINA MUNOZ
...
INDIFESA 2014
INDIFESA 2014
INDIFESA 2014
INDIFESA 2014
INDIFESA 2014
INDIFESA 2014
INDIFESA 2014
INDIFESA 2014
INDIFESA 2014
INDIFESA 2014
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INDIFESA 2014

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A communication campaign, focused in the social media for Indifesa, a company that helps people around the world (specifically, this project is for the Italian branch)

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INDIFESA 2014

  1. 1. 5. BUDGET 2. SOCIAL MEDIA CAMPAIGN - IDEAS & GOALS - TARGET MARKET - CUSTOMER PERSONAS - CONTENT - CHANNELS - GOALS / KPI - FB - YOUTUBE - WEBSITE - TWITTER - PINTEREST 1. ABOUT THE COMPANY 3. VIRAL VIDEO 4. OFFLINE CHANNELS
  2. 2. SALES A CORRECT USE OF THE SOCIAL MEDIA CHANNELS CAN BE DIRECTLY LINKED TO THE INCREASE OF FOUNDRAISING BY GENERATING LEADS THROUGH SALES OR DONATIONS WHICH ARE ACTIVATED ONLINE AND OFFLINE. • FOUNDRAISING GOAL: 400.000 COMMUNICATION ENCOURAGING ONGOING ENGAGEMENT COMMUNICATING INDIFESA PERCEPTION AND KEY CAMPAIGN MESSAGES COMMUNICATE UPDATES ENCOURAGING DIALOGUE TO FIND OUT MORE ABOUT INDIFESA REPUTATION MONITORING AND MANAGEMENT CUSTOMER SERVICE • SIMPLIFY ONLINE DONATIONS PROCESS • PROVIDE TRACKING POSSIBILITY FOR EACH DONATION AWARENESS
  3. 3. are WOMEN 63% 40% from NORTH-WEST ITALY Age: 40-55 At least 1 DIPLOMA Mid, mid-high INCOME 12% 90% are FAMILIES donate via WEB
  4. 4. STATUS: Divorced, 2 kids, 2 pets POSITION: University Professor ACTIVITIES: Cooking, Research INCOME: Mid-high PAOLA, 42 MILAN REASONS: “Wants to feel useful” VALUES: Protection, FamilyCare TECH: FB, LinkedIn, Giallo Zafferano Blog THE BUSY MOTHER
  5. 5. INCOME: Mid-high CLAIRE, 53 ROME REASONS: “Ethic Lifestyle" THE RADICAL CHIC POSITION: Architect, Freelancer STATUS: Single, aunt of two TECH: FB, Instagram, Pinterest, Twitter, Kindle Books, www.repubblica.it VALUES: Open minded, community sensitive
  6. 6. STATUS: Married, father POSITION: CEO of a company with branch in India INCOME: very high FRANCESCO, 55 TURIN REASONS: “Has money to spare” VALUES: Work Driven, Traveller TECH: FB, Twitter, LinkedIn, News Feed, www.sole24ore.it THE TOUGH NUT
  7. 7. BRAND AWARENESS LEAD GENERATION ENGAGEMENT
  8. 8. REQUIREMENTS Analysis Consistency Dedication Improvement TONE OF VOICE Calm Smart Polite Close Specifications
  9. 9. Providing great content will allow INDIFESA to improve its performance, its SEO and therefore, its awareness.
  10. 10. Deliver quality content is the key, but between the “star content” we can deliver some content in quantity to keep the audience tuned.
  11. 11. INFORMATION INFO & FOLLOW UP OF ACTIONS TO SHOW TRANSPARENCY, HAPPY ENDING STORIES, REAL CASES… REWARDS RECEIPES, DIY TUTORIAL, BEDTIME STORIES AND FILL OUT DRAWINGS FOR KIDS, CONTEST. CULTURE AND LIFESTYLE NATIONAL HOLIDAYS, TIPS FOR TRAVELLING, LANDSCAPES, INSPIRING AND TRADITIONAL QUOTES. Suggested topics
  12. 12. To gain 10.000 likes To follow 100 relevant accounts To earn 5.000 followers Increase the level of engagement Keep track of the competition To earn 1.000 subscribers To make the video viral To attract prospects To increase the engagement Analyze the community Increase the fundraising To use pinterest more To create more boards To increase the followers to 1.000
  13. 13. Daily schedule 9.00 Culture & Lifestyle 12.00 Reward 15.00 Information 18.00 Mix Targets 4 post per day Increase the engagement Gain likes Measurement Use Facebook Insights to see in what topics people are interacting and analyze the community in order to improve the content. Steps Create a new page Improve the content Promote the content by boosting it investing in advertising or through other social media Framework
  14. 14. Time allotted 2 hours / week to collect materials 15 minutes / week to engage Targets 4 videos per month (2 recipes, 1 DIY, 1 doc.) 300 visits to the web & new blog over 3 months Content Keep the old content Add the new topics (recipes, DIY, viral video…) Measurement Use YouTube Analytics to check the impact and virality of the main video. Check the topics people watch the most to improve the content and increase engagement Steps Organize the channel Increase subscription & engagement Improve the content Promote the content Framework
  15. 15. Time allotted Daily blog post 4 hours / week for post arranging 1 hour to share in the other social media 15 min to engage Targets 1 quality post per day Increase the visits to the webpage Measurement Use Google Analytics and other tools to track where people are coming from Check what topic are more appealing to improve the quality of the content Steps Integrate a blog Create quality content Share it in other social media Create a Wall of Donors Make donation more transparent Framework
  16. 16. Increase the FOLLOWING Improve the CONTENT Improve the ENGAGEMENT
  17. 17. 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 • Get 4 retweets/favourites/mentions per week • 150 visitors to the web via Twitter Measurement Hootsuite reports integrated with Google Analytics Tweetreach Twitonomy Responsabilities Write and post tweets, build up follower list and engage Framework
  18. 18. Time allotted 2 hours / week to gather images 15 minutes / week to repin others Targets 1-5 images per day 300 visits to the web & new blog over 3 months Measurement Pinterest Analytics checked every two weeks Suggested boards Repin: Giallo Zaferano, National Geographic, Telefono azzurro…. Make new boards with the new suggested content topics Steps Use it more! Increase following & engagement Create new boards Framework
  19. 19. INDIFESA 2014
  20. 20. Sexy female bodies Several skin colors Black screen + Message Pictures Black screen + Message Attract attention No racial boundaries Create suspense Create shock Warn people Call of action THE STAGES
  21. 21. ACTANTS OBJECT Fundraising SENDER Indifesa RECEIVER Everybody SUBJECT Indifesa HELPER Sexy girls OPONENT Real scenes ELEMENTS MANIPULATION Attract viewers COMPETENCE Sexy women PERFORMANCE Reality SANCTION Call of action
  22. 22. Emotions
  23. 23. BARBARA D’URSO POMERIGGIO CINQUE FIORELLO VALENTINA VEZZALI BENEDETTA PARODI MOLTO BENE
  24. 24. Guerrilla marketing action We developed a simple Guerrilla Marketing action, related to the viral video and the rest of the campaign, to make people think in what’s going on. MILAN & ROME
  25. 25. Total: 30.000 € MAKING OF THE VIRAL VIDEO 5.000€ ONLINE ADVERTISEMENT 5.000€ PROMO FB (FOR 30 DAYS) (10EURO/DAY) 1.000€ PROMO TWITTER (FOR 30 DAYS) (10EURO/DAY) 1.000€ GUERRILLA ACTION (MILAN AND ROME, 4 SATURDAYS) 4 BANNERS FREE 8 HOSTESS (100EACH/DAY) 6.400€ MAKING-OF 2000 € GENERAL MERCHANDISE 8.600€ SOCIAL MEDIA ANALYTICS 1.000€ SOCIAL MEDIA MANAGER -
  26. 26. CREDITS Elisa Casavecchia Ilaria Cascione Cristina Munoz Virginia Sgargi ELISA CASAVECCHIA ILARIA CASCIONE CRISTINA MUNOZ VIRGINIA SGARGI Project by

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