Hartmoor Launch Media Strategy

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Media strategy presentation for the 2009 launch of Hartmoor, Sarah Ferguson's lifestyle brand.

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Hartmoor Launch Media Strategy

  1. 1. For years people have asked me whyI haven‟t created my own brand oflifestyle products. At first I wasflattered. Yet the idea of brand „Sarah‟intrigued me – so much so that in2007 I founded my owncompany, Hartmoor, LLC.Hartmoor was conceived as creativestudio for developingoriginal, innovative lifestyle productsthat appeal to women.My brand doesn‟t aim to be fancy. Ourmission is bring out products that arepractical, affordable, and awonderfully different. – always with aspecial twist.Hartmoor itself is special because itoperates on the principle of„compassionate commerce.‟ That iswhen we success in business weautomatically share part of our profitsthrough charitable giving.
  2. 2. ABOUT SARAH FERGUSON A newcomer to film Sarah created the film treatment for theSarah Ferguson first stepped on to the world stage in major motion picture Young Victoria, a period romance1986 when she married Britain‟s Prince Andrew, based on the early life of Queen Victoria. She is ansecond son of Her Majesty The Queen and The Duke executive producer on the project.of Edinburgh. The Duke and Duchess of York have twodaughters, Princess Beatrice Elizabeth Mary of York Sarah founded two international charities: Children in Crisis(age 21) and Princess Eugenie Victoria Helena of York and The Sarah Ferguson Foundation.(age 19). The Duke and Duchess‟s 10-year marriageended amicably in 1996 and they remain close as She serves as Global Advocate for Mental Disability Rightsfriends and co-parents. International (MDRI) and for The White RibbonSarah is admired for her “comeback spirit” having Alliance. She supports the American Heart Association;overcome formidable personal obstacles to succeed as the American Cancer Society; the National Heart and Lunga single working mother with an international career in Institute; Avon‟s Hello Tomorrow Fund; Alliance for abusiness, advocacy, publishing, broadcasting, film, Healthier generation/Clinton Foundation; and the Opheliapublic speaking, and philanthropy. Project; Sarah previously was Global Ambassador for Ronald McDonald House Charities.Sarah is a bestselling author who has published 27books, including two autobiographies and titles about For 10 years she was spokesperson for Weight Watchershealthy lifestyle, empowerment, history, and art,. One International and today she continues to speak out aboutof her many children‟s stories was animated for obesity and healthy lifestyle.television.The subject of countless media interviews Sarah Sarah enjoys fitness training, writing, sketching, andFerguson found success as a reporter and TV photography. She is also a licensed private pilot.presenter. In the US she is a special correspondent forNBC Today and has presented shows on ABC, FOX,and CNN. In the UK Sarah has co-produced andpresented for ITV, BBC, and Sky TV.
  3. 3. Brand OverviewBUSINESS DEVELOPMENT Multimedia Public SpeakingHartmoor „s initial focus is on Endorsements Sponsored Event Toursdeveloping the US market. Field Marketing partnerships Film/TV Talent & Productionagents are developing brand Story/Animation Rightsopportunities internationally. Syndication / Editorial Publishing Adult – Historical Romance Food/Beverages Adult – Empowerment /Life Tea/Coffee Adult – Parenting Topics Light Beverages Children – Stories/Young-Tweens Healthy Snacks Children –Character licensing Healthy Kids Meals Fancy Foods Home & Lifestyle Home Furnishings Tabletop/Serving Decorative Accessories, E-Commerce Textiles & Materials Digital Marketing & Media Organization Stationery/Leather Collectibles Home Fragrance Health/Beauty Healthy Home Appliances Fragrance Convenience Appliances Organic skincare Organic Home Care Prescriptive Nutrition Programmatic Wellness Plan Home/Family Health Monitors
  4. 4. Brand Overview Opinion Sarah Ferguson vs. other celebritiesRECOGNITION & APPEAL Celebrity % Favorable %Unfavorable Sarah Ferguson 62 10 Angelina Jolie 57 20 Bono 46 13Sarah first stepped on to the public Shakira 23 14stage in 1986 when her royal Madonna 35 52 Very high awareness and favorability bywedding was televised worldwide. women with childrenPeople of all backgrounds havebeen fascinated by Sarah ever 92% „Like‟ Sarah Ferguson Opinion Sarah Ferguson as role model 65 Recognition by women 25-54since. 50 Recognition by parents. Topic % Approve % DisapproveShe is a global celebrity and Marriage 65 15 Sarah’s top attributesespecially popular among Overcame Adversity 76 6American women who identify with Children‟s Advocate 80 4 Weight/Wellness 80 6 47% InterestingSarah‟s personal Spiritual Growth 73 11 41 Warmstruggles, comeback 41 Intelligent 40 Attractivesuccess, parenting, unique 39 Sincerelifestyle and patronage/ social 39 Classyadvocacy. Credible voice for women’s health Issue % First Tier Responses Heart Disease 78 Breast Cancer 73 Childhood Obesity 73 Lung Cancer 71 Source: Dick Morris Research 2008
  5. 5. SWOT AnalysisBrand Overview STRENGHTHS WEAKNESSESOPPORTUNITY Popular celebrity Celebrity brand space Large fan base is crowded and fickleDuring the past decade Sarah hasbuilt a diverse career as an SF is multimedia talentauthor, broadcaster, publicspeaker and commercial Highly crediblespokesperson, most notably for Royal cacheWeight Watchers andWaterford/Wedgwood. Media attentionToday, she is much more than acelebrity – more than a spokes-person … Champion for mothers UK tabloid bashing Unique style authority Failed productSarah is poised to become aglobal signature brand in her own Role model to women Overexposureright. Internationally known Perceived improprieties Grow fans via social media Digital Marketing OPPORTUNITIES THREATS
  6. 6. Brand OverviewESSENCEThrough Hartmoor, Sarah‟s vision isto be a significant and enduring TARGETworld class brand admired for its AUDIENCE Women 25 – 54; Mothersphilanthropy and for producingoriginal, affordable, transformativeproducts that inspire people, especially women, to enjoy better BRANDhealth, esteem, and a quality Living; Giving; Inspiring PILLARSlifestyle for herself and family. BRAND Compassionate PERSONALITY Elegant Genuine Exuberant Sentimental
  7. 7. Brand OverviewPRODUCTS Kinetik Holistic Health Monitors Young Victorian StyleAt launch we expect to announceoriginal product and/or endorsementdeals in these categories:Food & Beverage eatPersonal Health for energyHome Furnishings Web-subscription programFashion & BeautyWeb-based Learning Open Wide World Durable Decorator of Soups Home Textiles ‘Sincerely Sarah’ Mom’s Spa Paper Doll Herbal Teas Breakfast Breaks Kids Breakfast Kit ‘Sarita’ leathers from Argentina
  8. 8. Brand OverviewPUBLISHING Powerscourt / Historical romance novel / 2009Four publishing projects will be Sarah Ferguson will publish two historical romance novels withannounced at launch: two books St. Martins Press. The first, “Powersourt,” is a fictional storyfor women and two children‟s inspired by Sarah‟s actual ancestors who for 500 years lived onbooks, which may have licensing the Powerscourt. estate in Ireland.news. . Every Mothers Heart / Autobiography / 2009 This sequel to Sarah‟s book “What I Know Now,” (Simon & Schuster, 2003) offers insights and anecdotes drawn from Sarah‟s experiences as a single working mother. . Children’s books, animation and licensing / 2009 Sarah‟s latest children‟s book Tea for Ruby‟ will be published by Simon and Schuster in Q3 2009. Her 12-book Helping Hand series that encouraged parent-child reading will be published in the UK in 2009 and in the US in 2010. Animation and licensing deals for Little Red and Budgie properties are in negotiation .
  9. 9. Brand OverviewFILM & BROADCAST NBC Today Show– Special CorrespondentSarah‟s increased visibility as a Sarah will have appear monthly on network morning televisionmedia creator and presenter is key presenting “From the Heart with Sarah Ferguson” - inspiring stories about women helping others.for building brand equity andexpanding her fan base. PBS Healing Quest– Program Host Sarah Ferguson will present this weekly program featuring timely issues and innovative ideas in holistic health and wellness. Thirteen episodes will be produced each season for air on PBS stations and the PBS website. Negotiations are underway for Sarah to host a yet to named series about historic women explorers. ITV- United Kingdom – Co-producer & presenter Sarah Ferguson will co-produce and present two documentaries in 2009. One program will deal with Britain‟s obesity crisis and the other is an expose on the abusive treatment of mentally disabled orphans in Turkey and Romania. The Young Victoria / Film/ 2010 The Young Victoria is a major motion picture based on the accession to the throne and early rein of Britain‟s Queen Victoria. Sarah Ferguson conceived the film‟s story treatment and is an executive producer with Martin Scorsese and Graham King.
  10. 10. Brand OverviewLEADERSHIP& EVENTSEvent marketing and publicspeaking will provide brandvisibility and community-building Public Speaking/Leadershipopportunities. Sarah is represented by a roster of top speaker agencies, including the Washington Speakers Bureau, the Harry Walker Agency, and Premier Speakers. Agents will focus on developing and booking opportunities about parenting, empowerment, and wellness/ life balance. Mother’s Festival Tour / 2010 Sarah Ferguson will produce and host an original stage program and products exhibition for mothers. This sponsor-supported tour will be marketed heavily online with advertising, publicity/editorial, and social media buzz.
  11. 11. Brand Overview Project Work Sight / 2009-2010PHILANTHROPY The Sarah Ferguson Foundation and Scojo Foundation are partners in Project Work Sight, an international initiative that will distribute a minimum of 250,000& ADVOCACY WORK pairs of corrective eyewear to impoverished women suffering from presbyopia (far- sightedness), which prevents millions from earning income from handiwork such SIGHT as sewing, product assembly and farming. Presbyopia is easy and inexpensive toSeveral charity and advocacy correct with magnification eyewear commonly sold in drug and discount stores forinitiatives will be announced at about $10.launch. Schools for Sierra Leone and Liberia /2009-2010 The Sarah Ferguson Foundation will provide funding for a new schools and teacher training in thee countries recovering from a decade of civil war. project administered by Children in Crisis-UK with local NGO Forum of African Women Educationalists (FAWE). White Ribbon Alliance Sarah Ferguson will serve as a Global Ambassador for this international coalition of individuals and organizations formed to promote increased public awareness of the need to make pregnancy and childbirth safe for all women and newborns in the developing and developed countries. Avon Foundation Sarah Ferguson will serve on the board of this nonprofit organization that provides financial grants for projects that support and empower women. Clinton Foundation – Alliance for a Healthier Generation Sarah Ferguson will create a series of written and recorded anti-obesity material
  12. 12. COMMUNICATIONS STRATEGY
  13. 13. Launch CommunicationsGOALS & OBJECTVES GOALSarah‟s launch is expected togenerate huge buzz and media Reintroduce Sarah Ferguson to mobilize and grow her fan base, converting them tocoverage. customers, brand advocates, and participants in Sarah‟s social community.Indeed, the publicity blitz starting OBJECTIVESwith Hartmoor‟s launch willreintroduce Sarah Ferguson - thebrand and businesswoman. Build awareness of Sarah‟s brand and her commitment to sharing profits charitably with women and children. Reach 80% of US women 25-54 during the 12-month launch period via digital marketing, traditional and new media publicity, and social networking. In 12 months achieve 250,000 unique visitors to Sarah‟s website; Register 100,000 Facebook Friends; 25,000 followers on Twitter; 25,000 unique visits to Sarah‟s blog. Reach 100,000 fan downloads of „Sarah‟ widget.
  14. 14. Launch CommunicationsVOICELaunching her company and brandis a major milestone in Sarah‟sown evolution from fallen royal to Survivor EMPOWEREDpersonal success. Charitable HUMANITARIANAt launch the world will see Sarahin a new light. Divorced Royal EARNED SUCCESS Celebrity LEADERSHIP Famous Mother ROLE MODEL Weight Watchers WELLNESS Traditional CREATIVE Inspirational ASPIRATIONAL
  15. 15. Launch CommunicationsSTRATEGY Sarah‟s personal, commercial and philanthropic Phase I activities will strategically aligned to provide aSarah‟s brand will launch over a Alignment cogent and compelling platform for the launch; She12-month period, broken into three will enlist the support of friends for the launch:distinct phases. celebrities, business and thought-leaders, fellow advocates and philanthropists Sarah Ferguson and her executive team will Phase II unveil Hartmoor‟s compassionate commerce Launch model to the press , business and charity community; Business deals and a major humanitarian mission will be announced; Sarah Ferguson‟s social network will be fully activated at launch Publicity about Sarah, Hartmoor, products, Phase III deals, and the brand‟s humanitarian work will Expansion promote sales and support business . development ; Digital marketing , publicity and social network activity will drive growth in Sarah‟s fan base .
  16. 16. Launch CommunicationsPHASE I –Alignment BRAND FILTERPrior to launch Sarah‟s personal,commercial, media andphilanthropic activities will re-aligned based on her Brand Filter. Authenticity Is it authentic to Sarah the person and brand? Audience Does it serve our target audiences? Mission Is it consistent with or brand‟s mission and vision? Tone Does it sync with the brand‟s personality? Voice Is it useful, responsible and compassionate?
  17. 17. Launch CommunicationsPHASE II – Launch Day 1 NEW YORK Newswires/major syndicates – print/broadcast/webSarah‟s brand will launch with a Press conference at Top of the Rock VIP interviews News; Business; Entertainmentpublicity blitz staged over four News package fed out to US and Int‟l mediadays in three U.S. cities. Commercial focus Digital newsroom for bloggers and digital media Int‟l publicity burst Sarah Ferguson social network fully activates. Fan engagement includes mass email and online publicityOur goal is to secure five story Engage fan on social web campaign.exclusives that will break during Prime business developmentlaunch week. Generate major media requests Day 2 NBC Today Show; ABC The View; pre-tape ABCOprah (Talk TV) GMA-Weekend; other short-lead national pressNBC TodayPeople (Print & web) WASHINGTON, DC Day 3Wall Street Journal Press Luncheon National Press Club Satellite Media Tour – TV and national/syndicate radioCBS 60 Minutes Int‟l press interviews Philanthropic focus US/Int‟l newsfeeds News/Issues Media Update digital newsroom servicing bloggers/new National & Int‟l mediaThe launch event will kick off a fanengagement campaign to drivetraffic and registration on Sarah‟s Day 4web/social sites. Ellen Show LOS ANGELES CNN Larry King Live Media Interviews ET/Insider exclusive Photo-op with David Beckham National & Int‟l TV Today Show - TV – Australia Oceania/Pacific Rim Woman‟s Day - Print – Australia
  18. 18. Launch CommunicationsPHASE III – ExpansionPhase III follows the kick-off with aproactive program to further raise Consumer PR Celebrity; Lifestyle; Women‟s mediaSarah‟s visibility and drive sales,fan engagement, mediarelationships and coverage. Business PR Marketing; Trade; Investor media Charity & Leadership News media; Public speaking; Advocacy Digital Marketing Email; Online Advertising; Publicity Social Media Active fan engagement by leveraging Sarah‟s multimedia talent across an integrated mix of social networks and digital media platforms
  19. 19. Launch CommunicationsDIGITAL& SOCIAL MEDIAWhile she is frequently covered byweb-based news outlets, Sarah hasyet to have her own website nor OBJECTIVEdoes she actively participate insocial networking. Generate buzz to engage and grow Sarah‟s online influence and fan baseThis will change with Hartmoor‟s STRATEGYlaunch, when a deep and dynamic Establish a multi-platform digital/social network that fosters a genuine relationshipweb presence is between Sarah and her fans.established, including: Leverage Sarah‟s celebrity and talent as a communicator to continually provide fansWebsites: Brand and Charity with unique and satisfying online experience.Facebook: Personal; Fan; GroupTwitter It is not Sarah‟s role to hard sell products. She is the face, voice and heart of her brand. Integrating her digital marketing and social media activities will drive sales andBlog build her customer base.BookmarksWiki Web content, marketing and social networking by our business/charity partners) will… all driven and enhanced by be centrally managed at Hartmoor.various digital platforms, tools andapplications.
  20. 20. Launch CommunicationsMETRICSTo establish benchmarks formeasuring our success with social KEY MEASURMENTSmedia Sarah‟s brand webpage,Facebook, blog, Twitter and Activity Traffic data and user behaviorbookmarks will be activated duringthe three months leading up tolaunch. Tone Sentiment as revealed in commentsWeb analytics and social media VelocityCommunity growth; Trackbacksmonitoring will be used to measurevisibility, reputation, fan and criticconversations, and users activity Attention Time spent on siteson our blog and websites. Participation User contribution; Trackbacks
  21. 21. Launch CommunicationsSOCIAL MEDIA MIXA mix of social platforms and toolspopular with women and momswill be utilized.Our online activities will encouragebrand affinity and advocacy byfacilitating conversation, usergenerated content and sharing.The brand‟s websites, socialnetworks and content will be keywordsoptimized for search engines.
  22. 22. SOCIAL MEDIA STRATEGYTarget/Digital Profile Area Focus Highlights/Insights Target Audiences: Women 35+ feel a sense of kinship with Sarah Ferguson. They recall her royal DIGITAL PROFILE/ * Women 25-54 wedding in 1986, her struggle with weight , tabloid fodder divorce, and self-made TARGET AUDIENCE * Mothers with children at home success as a single working mother. For millions of women in this age group Sarah is a symbol of inspiration and empowerment. Younger women are more familiar with Sarah as the down-to-earth mother of two royal princesses. They know Sarah from her work for lifestyle brands such as Weight Watchers, Wedgwood, and as an advocate for women‟s/family health and for children‟s causes. Customer Persona/Target Psychographic The SF consumer aspires to live a healthy and happy life. She is style and value- conscious, and makes the effort to provide the best for herself and for her family, These women are not ostentatious. They like Sarah because she is glamorous yet „real.‟ Sarah is a like a trusted friend and worldly mentor who inspires women with unique ideas drawn from her own extraordinary life. Fans expect products by Ferguson to be clever and a bit „rarified.‟ That is, they seek an „insider‟s‟ twist on ordinary items that make them look, sound, feel, smell, and taste special. . DIGITAL Digital Use 42MM women engage in social media weekly. 15.4% GenX (27-43)/ 13.3 MM Boomers (44-62); Platforms: 55% Blogging; 75% Social networks; 20% Twitter; 45% are influenced by online product editorial, posts and reviews; Content Use /Preferences High index lifestyle topics of interest explored on blogs/social networks: :46%/33% Health/Wellness; 46%/37% Home & Garden; 44%/39% Food; 49%/40% Parenting; 65%/61%Advocacy; 44%/46% Fashion & Beauty; Career and Personal Finance 53%/35%; Consumer tech 61%/39% - source: Women in Social Media Study by BlogHer, iVillage and Compass Partner 2009 Content Creation / Contribution Womens behavior online is relationship-driven. They spend more time on social networks building relationships, communicating with friends, and making new friends. Married women use social networks to share pictures and treat their network profiles as family home pages to share with friends and relatives.
  23. 23. SOCIAL MEDIA STRATEGYChannels/Mix Channel Type/Mix Purpose Metrics WEBSITE BRAND CENTRAL. Brand‟s digital media hub with core content about Sarah Emails Sent /Received/Bounced; Open rate; Opt-in and Ferguson, her products and charitable work. opt-out rates; Response rate; CTR; CPC; Landing page activity; Conversions; ROI. E-COMMERCE This is an ecommerce website and commercial traffic will be driven here from Sarah‟s other social media platforms. Traffic: Unique visitors; User Frequency; Page visits; Time/Behavior on the site; Member registrations; Organic COMMUNITY-BUILDING To promote community building the website will search ranking; Rank on Google and Alexa. direct traffic to Sarah‟s other social sites. E-Commerce: CTR; CPC; CR; Unit and Dollar sales per- CUSTOMER INSIGHTS As the main commercial platform it will provide order; Repeat Rate; Customer satisfaction/returns. ongoing analytics related to product sales and customer behavior/feedback. User participation: Aggregate and unique user postings; Traffic fed in and out to the Brand‟s social properties; Number and quality of inbound and outbound web links. Viral activity and publicity. Sarah Ferguson‟s Facebook is a dynamic, exuberant, rich-media social Total Friends; Friend acquisition and retention; Frequency SOCIAL NETWORK platform for Sarah to interface with her fan base. It humanizes her brand , of visits per-friend; Ratio of active vs. passive friends; shapes its culture, and .drives sales, buzz, and community growth/retention Aggregate and unique postings and views of multimedia A variety of techniques and tools prompt user participation, content content; Groups activity; Response/CTR/Conversion to generation and further action. The Brand‟s LinkedIn site serves a missionary promotional offers; inbound and outbound traffic from that engages working women/moms in Sarah‟s philanthropic work. within the Brand‟s social media circle. Conversation quality and tone. BLOGS Sarah‟s Wordpress blog serves as a personal journal with regular postings Traffic/Authority ranking on Technorati; Raw author and special features that bring fans inside Sarah‟s personal world. This blog contribution; Audience size and growth; Offsite audience is simple, reflective and intimate. Its role is to convey Sarah‟s gentler voice traffic from RSS; Vitality measured by audience volume and to forge a closer bond with fans. MICROBLOG/TWITTER Sarah sustains and posts per-visitor; Ripple Index based on inbound links / expands her social engagement by posting frequent tweets. These keep Sarah‟s voice and presence constant and real. Tweets automatically fed to from other blogs; Conversation quality and tone; ROI the Brand‟s other social platforms provide a steady stream of fresh content based on the above performance metrics factoring in staff useful for fan retention and SEO. time and production costs;
  24. 24. SOCIAL MEDIA STRATEGYChannels/Mix Channel Type/Mix Purpose Metrics BRAND CENTRAL. Brand‟s digital media hub with core content about Sarah Monitoring Tools: Google Page Rank; Google Analytics; WEBSITE Ferguson, her products and charitable work. Alexa; Omniture E-COMMERCE This is an ecommerce website and commercial traffic will be Emails Sent /Received/Bounced; Open rate; Opt-in and driven here from Sarah‟s other social media platforms. opt-out rates; Response rate; CTR; CPC; Landing page activity; Conversions; ROI. COMMUNITY-BUILDING To promote community building the website will direct traffic to Sarah‟s other social sites. Traffic: Unique visitors; User Frequency; Page visits; Time/Behavior on the site; Member registrations; Organic CUSTOMER INSIGHTS As the main commercial platform it will provide search ranking; Rank on Google and Alexa. ongoing visitor analytics.. E-Commerce: CTR; CPC; CR; Unit and Dollar sales per- order; Repeat Rate; Customer satisfaction/returns. User participation: Aggregate and unique user postings; Traffic fed in and out to the Brand‟s social properties; Number and quality of inbound and outbound web links. Viral activity and publicity. Sarah Ferguson‟s Facebook is a dynamic, exuberant, rich-media social Monitoring Tools: Social Mention/Snapshots; Facebook SOCIAL NETWORK platform for Sarah to interface with her fan base. It humanizes her brand , Lexicon; Social Too; Board Reader; Google Alerts; shapes its culture, and .drives sales, buzz, and community growth/retention Hootsuite A variety of techniques and tools prompt user participation, content Total Friends; Friend acquisition and retention; Frequency generation and further action. The Brand‟s LinkedIn site serves a missionary of visits per-friend; Ratio of active vs. passive friends; that engages working women/moms in Sarah‟s brand and social network. Aggregate and unique postings and views of multimedia content; Groups activity; Response/CTR/Conversion to offers; inbound and outbound traffic from within the Brand‟s social media circle. Conversation quality and tone. WORDPESS BLOG Sarah‟s blog serves as a personal journal with regular Traffic/Authority ranking on Technorati; WP/Google postings and special features that bring fans inside Sarah‟s personal world. Analytics; Raw author contribution; Audience size and BLOGS This blog is simple, reflective and intimate. Its role is to convey Sarah‟s growth; Offsite audience traffic from RSS; Vitality gentler voice and to forge a closer bond with fans. MICROBLOG/TWITTER measured by audience volume and posts per-visitor; Sarah sustains / expands her social engagement by posting frequent tweets. These keep Sarah‟s voice and presence constant and real. Tweets Ripple Index based on inbound links from other blogs; automatically fed to the Brand‟s other social platforms provide a steady Conversation quality and tone; ROI based on the above stream of fresh content useful for fan retention and SEO. metrics factoring in staff time and production costs;
  25. 25. SOCIAL MEDIA STRATEGYChannels/Mix Channel Type/Mix Purpose Metrics SOCIAL BOOKMARKING Sarah will frequently post articles, studies and resource materials to a CTR; Unique and repeat visits. dedicated Delicious social bookmarking site. The Brand‟s s social sites will link to Delicious. Frequency of users bookmarking SF content Fans will be encouraged to create their own social bookmarks as a service to the SF „friends‟ community, driving activity on StumbleIn, Diggit, etc. WIKI The Brand will use the wiki platform Wetpaint as a fun, collaborative studio Engagement as measured by traffic volume; Visitor where Sarah and her fans can share ideas for products. Several community frequency; Visitor participation; Response rate to projects will be active at the same time to promote engagement as will ongoing promotional offers and invitations; incentives, such as contests, special offers, and achievement awards. PARTNER INTEGRATION: Digital Marketing To optimize public online experience with Sarah Ferguson‟s brand a Digital Integration Map enables the efficient flow of online traffic between Sarah & Social Media Ferguson/Hartmoor properties and those of its marketing and philanthropic partners.
  26. 26. SOCIAL MEDIA STRATEGYContent Management Key Content Purpose/Benefit Frequency/Dynamic or Static Content Sources WEBSITE “Official” source of information about Sarah Ferguson, Official information is static and updated Produced internally Hartmoor, the Brand‟s products, and humanitarian projects. twice yearly or as needed. ‘OFFICIAL’ Sarah‟s lifestyle ezine offers interactive, rich-media lifestyle Freelance writers; Staff editor; multi-media CONTENT AND features that continually reinforce he Brand‟s vision and Multimedia content for the lifestyle ezine generated by Sarah and other sources. personality. New editorial is promoted across the Brand‟s is updated weekly with a feature story, Some content is driven by sharing LIFESTYLE social network to drive traffic to the website. Action points in product profile, special offer, plus platforms such as YouTube; Vimeo; EDITORIAL copy prompt ecommerce on the site or link to sites by our photo/video/podcasts Flickr; BlogTalkRadio; Games; Discus; marketing partners. RSS; Polldaddy, etc. Sarah‟s tweets post to the website daily Sarah‟s Twitter „INSIDE’ Photos, video and audio materials make it possible for Ongoing flow of original text, video, Sarah and staff Sarah to share what‟s special about her life with her fans photo, sketched and audio content. SARAH’S WORLD who have an insatiable appetite for inside peeks. Journal Tools: Posterous; Flickr; Youtube; accounts posted to Sarah‟s blog, Facebook posting, and Blog posts 3x weekly. Ustream; Skype; Twitter; Twitpics; tweets provide spontaneous content conveyed in Sarah‟s Facebook posts 3x weekly signature „storyteller‟s‟ voice. Tweets minimum 3x weekly Website editorial updated weekly FORUMS Customer forum on the commercial website promotes sales Updated continuously with user- User-generated and with prompts from with fan endorsements. Facebook enables conversation for generated content, prompted by Sarah‟s Sarah and the editorial team. & GROUPS the general community and groups. posts 3x weekly WIDGETS Cleverly designed widgets. Icon for Sarah Ferguson is Icon will be integrated across the Brand‟s Freelance artists; Contests will invite based on silhouette of Sarah‟s signature red hair digital marketing and social media design submissions from fans. & BADGES landscape. Periodically Sarah will issue an empowerment challenge that require use of instructional content and resources. A new empowerment challenge will be Staff produced Participants earn badges as well as exclusive perks and issued each month. discounts. Badges can be collected girl scout-style and users can display them on their profile page. Top badge holders will be honored Staff produced annually online and awarded perks.
  27. 27. DIGITAL & SOCIAL MEDIAAppendix - User InsightsIn analyzing women online JupiterResearch/ NPD Group defines More than half of empowered women participate in social„empowered women” as those use the networking. One-third so to communicate vs. 23% of all onlineWeb to manage their family life. adults. Nearly one-third (32%) actively visit their friends social sites to stay in touch vs. 21% of all online adults.42% VISITED SOCIAL NETWORK Sharing is a leading motivator for empowered women. TheySITES SUCH AS FACEBOOK like email, but they are more apt than other online users to use widgets to interface with the preferred sites. These women like widgets that enable simple sharing with their friends.35% HAVE CREATED OR UPDATEDTHEIR PERSONAL PAGE ON A SOCIAL Empowered women are value-conscious and use the Web toNETWORK find the best value (81% vs. 63% of adults online). Exposed to an online product advertisement 44% of these women use a search engine to find information and reviews.35% READ BLOGS AND 28% POSTCOMMENTS Empowered women have definite influence over their friends:15% HAVE CREATED OR UPDATED 38% say their friends seek their opinions on entertainment; 29% doTHEIR OWN BLOG so for consumer technologies; 24% seek financial advice; 20% see opinion on clothes.11% HAVE POSTED ON A Source: Jupiter Research /NPD Group Individual User Study 2008MAINSTREAM WEBSITE OR PORTAL
  28. 28. DIGITAL & SOCIAL MEDIAAppendix - User Insights Recommendations from family and friends trump all other consumer touch-points when it comes to influencing purchases – Zenith Optimedia - AdAge, April, 2008 Online social network users were three times more likely to trust their peers opinions over advertising when making purchase decisions - Social Networking Sites: Defining Advertising Opportunities in a Competitive Landscape," Jupiter Research, 2007 “Person like me" is still the most trusted source for information about a company and products - Edelman Trust Barometer, November 2007 Seven in 10 (69%) consumers who read reviews share them with friends, family or colleagues, thus amplifying their impact - Deloitte & Touche, September 2007 An online survey found 63% had done internet research for health and beauty products - Prospectiv, 2007 40% of all women online in the US – approximately 35 million – are mothers with children under 18 – e-Marketer 2008 Report: Moms Online 41% of Europeans claim to have changed their mind about what brand to buy as a result of researching choices online- Mediascope Europe, November 2008
  29. 29. DIGITAL & SOCIAL MEDIAAppendix - User Insights % Women/Age 25 – 34 34 – 44 45 – 54User data shows adult women 25– 54 are active social mediausers. CREATORS 31 22 19 Publish webpages, blogsForrester Research breaks & share content/ideaswomen into six overlapping levelsof social media use. CRITICS 43 31 39Older women (35+) may be a Post on blogs, reviews, etc.smaller percentage of total socialmedia users, but these women COLLECTORS 24 17 15are apt to have a larger and more Aggregate information usingestablished social networks in the RSS, tags, bookmarks, etc.real world.As early adopters of social media JOINERS 74 57 39they can be very influential Use social networking sitesamong their peers who see themas web-savvy and credible. SPECTATORS 78 70 73 Read blogs, use podcasts, Demos and peer multi-media INACTIVES 10 18 21 Non-users social media Forrester Research Consumer Technographics Data 2009
  30. 30. DIGITAL & SOCIAL MEDIAAppendix - User Insights Women/Age % users Female 25 – 34 34 – 44 45 – 54 PlatformGoogle Insights data reveals thatwomen who comprise our targetaudience are active uses of social FACEBOOK 58 31 22 19media across a variety ofplatforms. TWITTER 43 10 18 21Forrester Research shows womenmainly use social media for: LINKEDIN 43 74 57 39-- Communicating-- Sharing NING 55 17 25 23-- Managing family lifeSource: Forrester Report: Reaching STUMBLED UPON 37 17 23 18empowered Women Through Social Media2009 FRIENDSTER 55 24 17 15 FLICKR 50 43 31 39 MEET UP 63 78 70 73 YELP 63 16 30 22 Source: Google Insights 2008

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