Winter AdrenalinA Social Media Experiment to Inspire Winter Action
contentsthe brief- concept- strategy- targetplanning toolsKPI’s & analysisconclusions & learnings
the brief
conceptUse my love for trying new sports and activities    to inspire others (and myself) to be active no                 ...
strategyUse social media, specifically FB, Twitter, & wordpress, to    form a community of activators that cultivate    ins...
targetthose who are restless because they feel cooped up during the winter. however, they generally enjoy being active so ...
targetthose who are restless because they feel cooped up during the winter. however, they generally enjoy being active so ...
planning tools
need states
B o re dom /                                          s                      r e s t le s s ne s                          ...
SEO                                                                            FB                                         ...
messaging
Roadmap
SEO - keywords•   did my own brainstorming•   google search•   blogs/articles
SEO - keywords•   did my own brainstorming              •   things to do•   google search              examples   •   fun•...
need state - online search & initial inspiration                    Marketing                     Efforts
need state - online search & initial inspiration                    Marketing                     Efforts
need state - online search & initial inspiration                               Marketing                                Ef...
need state - online search & initial inspiration                                           - friends & fans shared & advoc...
need state - online search & initial inspiration            - promoted winter adrenalin FB page on            other releva...
need state - online search & initial inspiration            - promoted winter adrenalin FB page on            other releva...
need state - online search & initial inspiration                - promoted winter adrenalin FB page on                othe...
need state - online search & initial inspiration                - promoted winter adrenalin FB page on                othe...
need state - online search & initial inspiration                - promoted winter adrenalin FB page on                othe...
need state - online search & initial inspiration                     Content
need state - online search & initial inspiration                     Content
need state - online search & initial inspiration                               - linked to current deals & offers         ...
need state - online search & initial inspiration                                                - linked to current deals ...
need state - online search & initial inspiration     - linked to blog posts for more info     (using bit.ly to track)     ...
need state - online search & initial inspiration                                                      - status updates wit...
need state - online search & initial inspiration                    Marketing                     Efforts
need state - online search & initial inspiration                    Marketing                     Efforts
need state - online search & initial inspiration                       - #hashtags in posts & tried to find potential      ...
need state - online search & initial inspiration                                     - #hashtags in posts & tried to find p...
need state - online search & initial inspiration                                           - #hashtags in posts & tried to...
need state - online search & initial inspiration                                           - #hashtags in posts & tried to...
need state - online search & initial inspiration                     Content
need state - online search & initial inspiration                     Content
need state - online search & initial inspiration- gave suggestion for activities & linked toblog posts (using bit.ly to tr...
need state - online search & initial inspiration                                                     - updates with sugges...
need state - online search & initial inspiration                                                     - updates with sugges...
need state - online search & initial inspiration                                                     - updates with sugges...
need state - online search & initial inspiration                    Marketing                     Efforts
need state - online search & initial inspiration                    Marketing                     Efforts
need state - online search & initial inspiration                                - share buttons                    Marketi...
need state - online search & initial inspiration                                         - share buttons- tag cloud using ...
need state - online search & initial inspiration                                               - share buttons- tag cloud ...
need state - online search & initial inspiration                                               - share buttons- tag cloud ...
need state - online search & initial inspiration                     Content
need state - online search & initial inspiration                     Content
need state - online search & initial inspiration                     Content                               - suggestions f...
need state - online search & initial inspiration                              Content- discuss own experiences &share pics...
need state - online sharing & collaboration                   Content
need state - online sharing & collaboration                   Content
need state - online sharing & collaboration- shared links to interesting, relatedcontent (using bit.ly to track)          ...
need state - online sharing & collaboration- shared links to interesting, relatedcontent (using bit.ly to track)          ...
need state - online sharing & collaboration- shared links to interesting, relatedcontent (using bit.ly to track)          ...
need state - online sharing & collaboration                     - asked about experiences & asked                     to s...
need state - online sharing & collaboration                     - asked about experiences & asked                     to s...
need state - online sharing & collaboration                   Content
need state - online sharing & collaboration                   Content
need state - online sharing & collaboration                                            Content- initiated discussions, ask...
need state - online sharing & collaboration   - shared links to interesting, related   content (using bit.ly to track)    ...
need state - online sharing & collaboration   - shared links to interesting, related   content (using bit.ly to track)    ...
need state - online sharing & collaboration   - shared links to interesting, related   content (using bit.ly to track)    ...
KPIs & analysis            (for growing fan & follower base)
•   1st - 2nd wk:     3,200%                                                          •   2nd - 3rd wk:     12.5%•   goal:...
•   1st - 2nd wk:     3,200%                                                          •   2nd - 3rd wk:     12.5%•   goal:...
•       1st - 2nd wk:   3,200%                                                           •       2nd - 3rd wk:   12.5%    ...
•    1st - 2nd wk:    7,300%                                                                     •    2nd - 3rd wk:    13....
•    1st - 2nd wk:    7,300%                                                                     •    2nd - 3rd wk:    13....
•       1st - 2nd wk:   58%                                                  •       2nd - 3rd wk:   20%•   goal: 75 total...
•       1st - 2nd wk:   58%                                                  •       2nd - 3rd wk:   20%•   goal: 75 total...
•   FB was the largest referrer as expected based on higher FB engagement•   Twitter lacked any significant referrer status
spam•   FB was the largest referrer as expected based on higher FB engagement•   Twitter lacked any significant referrer st...
conclusions &  learnings
fans & followers did not fit the psychographic target, meaning, the core value did not resonate-   few referrers amongst fa...
fans & followers did not fit the psychographic target, meaning, the core value did not resonate-   few referrers amongst fa...
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Social Media Project

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This is a personal social media presentation I gave in my Digital Marketing class during spring semester 2011.

We had to set up a social media campaign on any topic/business we were involved in, monitor metrics, learn, adjust our strategies, and present what was done and what was learned.

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  • an introduction to why i chose this “topic” ...those who know me well, know that i love doing all sorts of activities. and i’m always up for trying new things. so i thought i’d take that passion and use it for this project.\n
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  • we don’t take walks, go to the park, ride our bikes. for those who aren’t “gym” people, like me, it becomes limiting for the most part. not everybody has the time or drive to come up with creative things to do on the weekend or to organize.\n
  • we don’t take walks, go to the park, ride our bikes. for those who aren’t “gym” people, like me, it becomes limiting for the most part. not everybody has the time or drive to come up with creative things to do on the weekend or to organize.\n
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  • since my campaign is a completely new concept with no basis and no brand equity I wasn’t able to do any listening to determine need states or to baseline.\n\ni jumped right in and did my own analysis. \n\n1. defined need states\n2. defined how each need state can be served\n\n\nFB & twitter important to initial search stage because the trend is for people to refer to their social networks as much, if not more, than any other source\n\nFB & Twitter (FB to a much higher extent) are more collaborative...its more social in nature than blogging because blogging tends to be more one sided - little input is received by the target. so wordpress was only aimed at the one need state. \n\n
  • since my campaign is a completely new concept with no basis and no brand equity I wasn’t able to do any listening to determine need states or to baseline.\n\ni jumped right in and did my own analysis. \n\n1. defined need states\n2. defined how each need state can be served\n\n\nFB & twitter important to initial search stage because the trend is for people to refer to their social networks as much, if not more, than any other source\n\nFB & Twitter (FB to a much higher extent) are more collaborative...its more social in nature than blogging because blogging tends to be more one sided - little input is received by the target. so wordpress was only aimed at the one need state. \n\n
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  • unlike others who who used their facebook pages and twitter accounts to either drive traffic to one another or to their website/blog/etc, my facebook and twitter accounts did not do this. my facebook page and twitter account were used pretty much independently of one another to target different types of social media users but that have similar need states. \n\nthe reason being that my objective was to provide a convenient forum to get everybody to inspire one another rather than to sell something or direct people to the “main attraction” (ex: a portfolio of some kind).\n\nmy blog was used to support fb & twitter; the added value in that being that it allowed for more description and personal experience sharing which i believe would help from a motivational perspective. the idea was that if people had all the right info in hand it would enable them to get off their asses.\n\nthis i felt was essential because the nature of fb & twitter’s social interactions don’t allow for two much detail to be conveyed...status updates need to be quick, witty, attention grabbing statements; nobody’s gonna read an essay-type status. so i thought the blog would be the perfect medium for that.\n\nif anything, i wanted to drive any blog subscribers/readers back to twitter & facebook, but that wasn’t a main objective of mine at this point. i first wanted to get as much content and engagement in the other two social networks first.\n
  • applied to all outlets\n
  • applied to all outlets\n
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  • i chose two metrics as my kpi’s: Likes & Active Users. \n\n-tracking likes: to gauge whether marketing efforts and the content are communicating the value & if it has initial appeal to ensure that the fan base is growing at an acceptable rate.\n-tracking active users: is important because it gives a general outlook on the direction of growth - if i’m on the right track in terms of content, target, engagement. \n\nOther metrics, having to do with data interaction, views, and media consumption, will become a lot more important to the campaign once things start taking off - specifically when i start getting organic likes because they will give a true indication of whether content is relevant or not. at this point, its not possible to tell based on the people consuming the content.\n\n-tracking likes & active users will give an indication of whether the other metrics mentioned above should start improving/changing.\n
  • i chose two metrics as my kpi’s: Likes & Active Users. \n\n-tracking likes: to gauge whether marketing efforts and the content are communicating the value & if it has initial appeal to ensure that the fan base is growing at an acceptable rate.\n-tracking active users: is important because it gives a general outlook on the direction of growth - if i’m on the right track in terms of content, target, engagement. \n\nOther metrics, having to do with data interaction, views, and media consumption, will become a lot more important to the campaign once things start taking off - specifically when i start getting organic likes because they will give a true indication of whether content is relevant or not. at this point, its not possible to tell based on the people consuming the content.\n\n-tracking likes & active users will give an indication of whether the other metrics mentioned above should start improving/changing.\n
  • i chose two metrics as my kpi’s: Likes & Active Users. \n\n-tracking likes: to gauge whether marketing efforts and the content are communicating the value & if it has initial appeal to ensure that the fan base is growing at an acceptable rate.\n-tracking active users: is important because it gives a general outlook on the direction of growth - if i’m on the right track in terms of content, target, engagement. \n\nOther metrics, having to do with data interaction, views, and media consumption, will become a lot more important to the campaign once things start taking off - specifically when i start getting organic likes because they will give a true indication of whether content is relevant or not. at this point, its not possible to tell based on the people consuming the content.\n\n-tracking likes & active users will give an indication of whether the other metrics mentioned above should start improving/changing.\n
  • i chose two metrics as my kpi’s: Likes & Active Users. \n\n-tracking likes: to gauge whether marketing efforts and the content are communicating the value & if it has initial appeal to ensure that the fan base is growing at an acceptable rate.\n-tracking active users: is important because it gives a general outlook on the direction of growth - if i’m on the right track in terms of content, target, engagement. \n\nOther metrics, having to do with data interaction, views, and media consumption, will become a lot more important to the campaign once things start taking off - specifically when i start getting organic likes because they will give a true indication of whether content is relevant or not. at this point, its not possible to tell based on the people consuming the content.\n\n-tracking likes & active users will give an indication of whether the other metrics mentioned above should start improving/changing.\n
  • probably due to not having the right target - few organic results which does not foster the right community environment that is needed to achieve my objectives.\n\nfor the same reason, even though i was tracking them myself, i didn’t include metrics that were more content specific (like page activity)\n
  • difficult to find relevant twitterers who would become my influencers\n
  • important to track since it will indicate if working as a support to FB & Twitter\n\nno judgement on the content was made because of a lack of organic subscribers\n
  • important to track since it will indicate if working as a support to FB & Twitter\n\nno judgement on the content was made because of a lack of organic subscribers\n
  • important to track since it will indicate if working as a support to FB & Twitter\n\nno judgement on the content was made because of a lack of organic subscribers\n
  • important to track since it will indicate if working as a support to FB & Twitter\n\nno judgement on the content was made because of a lack of organic subscribers\n
  • important to track since it will indicate if working as a support to FB & Twitter\n\nno judgement on the content was made because of a lack of organic subscribers\n
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  • made tweaks to content along the way, but main issue is....since can’t really make any conclusions on content till i get organic searches.\n
  • Social Media Project

    1. 1. Winter AdrenalinA Social Media Experiment to Inspire Winter Action
    2. 2. contentsthe brief- concept- strategy- targetplanning toolsKPI’s & analysisconclusions & learnings
    3. 3. the brief
    4. 4. conceptUse my love for trying new sports and activities to inspire others (and myself) to be active no matter what.
    5. 5. strategyUse social media, specifically FB, Twitter, & wordpress, to form a community of activators that cultivate inspiration and motivation for winter-friendly activities using our own experience, offers & deals, & info from other online sources.
    6. 6. targetthose who are restless because they feel cooped up during the winter. however, they generally enjoy being active so they’re looking for ideas and motivation to get out there and try something new and exciting.
    7. 7. targetthose who are restless because they feel cooped up during the winter. however, they generally enjoy being active so they’re looking for ideas and motivation to get out there and try something new and exciting.Insight: warmer weather inspires activity. when its not warmenough, we tend retreat indoors
    8. 8. planning tools
    9. 9. need states
    10. 10. B o re dom / s r e s t le s s ne s On li n e s e a rch & sh a r i ng ini t ialOn li ne rat io n i n spi rat io n& collabo A c t i ve (ADR ENALIN RUSH ! )
    11. 11. SEO FB Twitter SEO Wordpress FB B o re dom / Offline promo s e s t le s s ne sTwitter r On li n e s e a rch & sh a r i ng ini t ial On li ne rat io n i n spi rat io n & collabo A c t i ve (ADR ENALIN RUSH ! )
    12. 12. messaging
    13. 13. Roadmap
    14. 14. SEO - keywords• did my own brainstorming• google search• blogs/articles
    15. 15. SEO - keywords• did my own brainstorming • things to do• google search examples • fun• blogs/articles • bored
    16. 16. need state - online search & initial inspiration Marketing Efforts
    17. 17. need state - online search & initial inspiration Marketing Efforts
    18. 18. need state - online search & initial inspiration Marketing Efforts- liked & tagged other pages(grouponNYC, NYCgo..)
    19. 19. need state - online search & initial inspiration - friends & fans shared & advocated Marketing Efforts- liked & tagged other pages(grouponNYC, NYCgo..)
    20. 20. need state - online search & initial inspiration - promoted winter adrenalin FB page on other relevant pages - friends & fans shared & advocated Marketing Efforts- liked & tagged other pages(grouponNYC, NYCgo..)
    21. 21. need state - online search & initial inspiration - promoted winter adrenalin FB page on other relevant pages - friends & fans shared & advocated Marketing Efforts- liked & tagged other pages - tagged friends(grouponNYC, NYCgo..)
    22. 22. need state - online search & initial inspiration - promoted winter adrenalin FB page on other relevant pages - friends & fans shared & advocated- liked & tagged relevantinterests (bouldering, tennis...) Marketing Efforts - liked & tagged other pages - tagged friends (grouponNYC, NYCgo..)
    23. 23. need state - online search & initial inspiration - promoted winter adrenalin FB page on other relevant pages - friends & fans shared & advocated- liked & tagged relevantinterests (bouldering, tennis...) Marketing Efforts - liked & tagged other pages - tagged friends (grouponNYC, NYCgo..) - FB ‘share link’ in blog
    24. 24. need state - online search & initial inspiration - promoted winter adrenalin FB page on other relevant pages - friends & fans shared & advocated- liked & tagged relevantinterests (bouldering, tennis...) Marketing - offline promo to drive acquisition & Efforts increase likes - liked & tagged other pages - tagged friends (grouponNYC, NYCgo..) - FB ‘share link’ in blog
    25. 25. need state - online search & initial inspiration Content
    26. 26. need state - online search & initial inspiration Content
    27. 27. need state - online search & initial inspiration - linked to current deals & offers Content (using bit.ly to track)
    28. 28. need state - online search & initial inspiration - linked to current deals & offers Content (using bit.ly to track)- linked to relevant sites for moreinfo(using bit.ly to track)
    29. 29. need state - online search & initial inspiration - linked to blog posts for more info (using bit.ly to track) - linked to current deals & offers Content (using bit.ly to track)- linked to relevant sites for moreinfo(using bit.ly to track)
    30. 30. need state - online search & initial inspiration - status updates with suggested activities - linked to blog posts for more info (using bit.ly to track) - linked to current deals & offers Content (using bit.ly to track)- linked to relevant sites for moreinfo(using bit.ly to track)
    31. 31. need state - online search & initial inspiration Marketing Efforts
    32. 32. need state - online search & initial inspiration Marketing Efforts
    33. 33. need state - online search & initial inspiration - #hashtags in posts & tried to find potential influencers using relevant #hashtags Marketing Efforts
    34. 34. need state - online search & initial inspiration - #hashtags in posts & tried to find potential influencers using relevant #hashtags- followed potential influencers Marketing Efforts
    35. 35. need state - online search & initial inspiration - #hashtags in posts & tried to find potential influencers using relevant #hashtags - followed potential influencers Marketing Efforts- @mentioned relevant t witter-ers
    36. 36. need state - online search & initial inspiration - #hashtags in posts & tried to find potential influencers using relevant #hashtags - followed potential influencers Marketing Efforts - Twitter share link in blog- @mentioned relevant t witter-ers
    37. 37. need state - online search & initial inspiration Content
    38. 38. need state - online search & initial inspiration Content
    39. 39. need state - online search & initial inspiration- gave suggestion for activities & linked toblog posts (using bit.ly to track) Content
    40. 40. need state - online search & initial inspiration - updates with suggested activities- gave suggestion for activities & linked toblog posts (using bit.ly to track) Content
    41. 41. need state - online search & initial inspiration - updates with suggested activities- gave suggestion for activities & linked toblog posts (using bit.ly to track) Content- linked to sites for more info(using bit.ly to track)
    42. 42. need state - online search & initial inspiration - updates with suggested activities- gave suggestion for activities & linked toblog posts (using bit.ly to track) Content- linked to sites for more info(using bit.ly to track) - linked to current deals & offers (using bit.ly to track)
    43. 43. need state - online search & initial inspiration Marketing Efforts
    44. 44. need state - online search & initial inspiration Marketing Efforts
    45. 45. need state - online search & initial inspiration - share buttons Marketing Efforts
    46. 46. need state - online search & initial inspiration - share buttons- tag cloud using keywords Marketing Efforts
    47. 47. need state - online search & initial inspiration - share buttons- tag cloud using keywords Marketing Efforts - custom links using keywords
    48. 48. need state - online search & initial inspiration - share buttons- tag cloud using keywords - post to facebook & t witter (using Marketing bit.ly to track) Efforts - custom links using keywords
    49. 49. need state - online search & initial inspiration Content
    50. 50. need state - online search & initial inspiration Content
    51. 51. need state - online search & initial inspiration Content - suggestions for activities
    52. 52. need state - online search & initial inspiration Content- discuss own experiences &share pics - suggestions for activities
    53. 53. need state - online sharing & collaboration Content
    54. 54. need state - online sharing & collaboration Content
    55. 55. need state - online sharing & collaboration- shared links to interesting, relatedcontent (using bit.ly to track) Content
    56. 56. need state - online sharing & collaboration- shared links to interesting, relatedcontent (using bit.ly to track) Content - tagged friends to initiate discussions
    57. 57. need state - online sharing & collaboration- shared links to interesting, relatedcontent (using bit.ly to track) Content - initiated discussions, asked questions, asked for suggestions - tagged friends to initiate discussions
    58. 58. need state - online sharing & collaboration - asked about experiences & asked to share pictures- shared links to interesting, relatedcontent (using bit.ly to track) Content - initiated discussions, asked questions, asked for suggestions - tagged friends to initiate discussions
    59. 59. need state - online sharing & collaboration - asked about experiences & asked to share pictures- shared links to interesting, relatedcontent (using bit.ly to track) - initiated discussion on arranging a group activity Content - initiated discussions, asked questions, asked for suggestions - tagged friends to initiate discussions
    60. 60. need state - online sharing & collaboration Content
    61. 61. need state - online sharing & collaboration Content
    62. 62. need state - online sharing & collaboration Content- initiated discussions, asked questions,asked for suggestions
    63. 63. need state - online sharing & collaboration - shared links to interesting, related content (using bit.ly to track) Content- initiated discussions, asked questions,asked for suggestions
    64. 64. need state - online sharing & collaboration - shared links to interesting, related content (using bit.ly to track) Content - mentioned worthwhile offers (using bit.ly to track)- initiated discussions, asked questions,asked for suggestions
    65. 65. need state - online sharing & collaboration - shared links to interesting, related content (using bit.ly to track) - tagged followers to initiate discussions Content - mentioned worthwhile offers (using bit.ly to track)- initiated discussions, asked questions,asked for suggestions
    66. 66. KPIs & analysis (for growing fan & follower base)
    67. 67. • 1st - 2nd wk: 3,200% • 2nd - 3rd wk: 12.5%• goal: 50 total likes (20 of which are organic)• actual: 38 total likes (5 of which are organic)• did not meet goal• while the number of likes has been constantly rising, with no unlikes, the stream has been inconsistent
    68. 68. • 1st - 2nd wk: 3,200% • 2nd - 3rd wk: 12.5%• goal: 50 total likes (20 of which are organic)• actual: 38 total likes (5 of which are organic)• did not meet goal• while the number of likes has been constantly rising, with no unlikes, the stream has been inconsistent
    69. 69. • 1st - 2nd wk: 3,200% • 2nd - 3rd wk: 12.5% Offline QR code promo• goal: 50 total likes (20 of which are organic)• actual: 38 total likes (5 of which are organic)• did not meet goal• while the number of likes has been constantly rising, with no unlikes, the stream has been inconsistent
    70. 70. • 1st - 2nd wk: 7,300% • 2nd - 3rd wk: 13.5%• goal: increase by 15% on a weekly basis for the first t wo months• Did not meet goal in the 3rd week• the number of monthly active users is on the rise, so there’s a general trend in the right direction• daily & weekly active users is on a general decline• there was an initial spike in activity that has not been maintained
    71. 71. • 1st - 2nd wk: 7,300% • 2nd - 3rd wk: 13.5%• goal: increase by 15% on a weekly basis for the first t wo months• Did not meet goal in the 3rd week• the number of monthly active users is on the rise, so there’s a general trend in the right direction• daily & weekly active users is on a general decline• there was an initial spike in activity that has not been maintained
    72. 72. • 1st - 2nd wk: 58% • 2nd - 3rd wk: 20%• goal: 75 total followers (50 of which are organic)• actual: 21 total followers (9 of which are organic)• Did not meet goal because could not find the right influencers
    73. 73. • 1st - 2nd wk: 58% • 2nd - 3rd wk: 20%• goal: 75 total followers (50 of which are organic)• actual: 21 total followers (9 of which are organic)• Did not meet goal because could not find the right influencers
    74. 74. • FB was the largest referrer as expected based on higher FB engagement• Twitter lacked any significant referrer status
    75. 75. spam• FB was the largest referrer as expected based on higher FB engagement• Twitter lacked any significant referrer status
    76. 76. conclusions & learnings
    77. 77. fans & followers did not fit the psychographic target, meaning, the core value did not resonate- few referrers amongst fanbase/followers- engagement with the brand suffered FB offline promotion needed the following:- include Twitter in the promo- more time and manpower to reveal any significant results.- it would have to be supported with a promotion for current fans t witter content and hashtags should not focus as much on offers/deals because it attracted the wrong type of followers (ex: HealthydealsNYC) for the future: group bit.ly links more effectively so that it can be analyzed by type of link in order to judge content- offer/deal- site- blog Need to monitor engagement to ensure blog is satisfying its support role, other wise it should be disregarded or moved onto Tumblr Most importantly: need to find stronger influencers and engage with them across all media by being more aggressive
    78. 78. fans & followers did not fit the psychographic target, meaning, the core value did not resonate- few referrers amongst fanbase/followers- engagement with the brand suffered FB offline promotion needed the following:- include Twitter in the promo- more time and manpower to reveal any significant results.- it would have to be supported with a promotion for current fans t witter content and hashtags should not focus as much on offers/deals because it attracted the wrong type of followers (ex: HealthydealsNYC) for the future: group bit.ly links more effectively so that it can be analyzed by type of link in order to judge content- offer/deal- site- blog Need to monitor engagement to ensure blog is satisfying its support role, other wise it should be disregarded or moved onto Tumblr Most importantly: need to find stronger influencers and engage with them across all media by being more aggressive
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