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Soical media campaign proposal_Drugstore.com_Siwen Liu

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Soical media campaign proposal for Drugstore.com.

Soical media campaign proposal for Drugstore.com.

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http://newmediadl.com 36
http://newmediadl.cas.msu.edu 21
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    Soical media campaign proposal_Drugstore.com_Siwen Liu Soical media campaign proposal_Drugstore.com_Siwen Liu Presentation Transcript

    • By Siwen Liu
    • Background of
      Leading Internet retailer in health, beauty care, and pharmacy products
      Extensive partnerships with other companies: Rite Aid and GNC
      Branch Websites: Beauty.com, Sexualwellbeing.com, VisionDirect.com,
      thenaturalstore.com and etc.
    • Opportunities & Challenges for
    • "It’s not just for marketing."
      Strategy: proactive, reactive and adaptive
      Twitter
      YouTube
      Facebook
    • Video Commerce Strategy for
      Partnership with Liveclicker
      and vimeo.com
      Monitoring SEO benefits
      Building out a video library
      Adding video into product setup procedures
      Developing videos for “brand”
    • General Rule: “Keep it simple”
      Facebook Strategy for
      • Different links to different landing pages
      • Weekly deal offering
      • Mimic and test
      • Prompt feedback
      • Interaction with customers
    • Focus: Beauty, Skincare, Health and Medical care
      Blogging Strategy for
      • Delivering a great customer Experience
      • Over 70% of orders come from repeat customers
      • Encouraging positive interactions between customers and the site
    • Twitter Strategy for
      • Launching pro-action live chat
      among followers;
      • Daily deal announcement;
      • Providing knowledgeable agents as a
      resource for customers to interact
      with each other;
      • Tracking customers’ feedback;
      • Making agents available to customers 24/7
    • Metrics of Success
      Keeping track of feedback from customer experience
      Determining the traffic to the social networking site
      Adjusting strategy to adhere to the feedback tracking number of clicks and CTR on Google Adwords
    • Evaluation: Budget and timeline
      Timeline
      Seasonal peak: winter holidays
      Special promotion/deals on quarterly basis