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Transcript

  • 1. Facebook Strategy
    2011
    Presented By
  • 2. Outline
    Objective & Status Check
    Competitive Analysis
    Facebook Profile Creation
    • Implementation Timeline
    • 3. Sample Content
    • 4. Sample App and Contest
  • Campaign Objectives
    Creating Brand Identity on facebook
    Brand Awareness on Facebook
    Buzz around the brand
    Promotion of events sponsored by Signature
  • 5. Status Check-Signature
    Signature Fashion tour is not extensively covered on facebook
  • 6. Competitor Analysis
  • 7. Analysis
  • 8.
  • 9. Analysis
  • 10.
  • 11. Summary
    • Bacardi stands as the leader in creating buzz around its brand in social media platforms
    • 12. Bacardi runs contests from time to time in order to engage consumers and dissolve an image of an alcohol brand. Instead it has positioned itself as an indispensable product for parties. Hence a cool, funky brand
    • 13. Social Media Presence of Blender’s pride revolves around the fashion tour it conducts on a year to year basis
    • 14. Blender’s pride has created an image of an expert on fashion and attracts users based on this proposition
  • Target Segment
    Male & Female- 25 and above
    SEC A,B
    Brand Loyalists
    Quality conscious
    Metropolitan cities
    Highly social – very image conscious
    Interest:
  • FacebookProfile Creation
    Objectives and metrics – Why we are using facebook and how we will assess its value
    Channel proposition and management How we will populate and use the channel
    Promotional plan – How we will promote our presence on facebook to maximize value
  • 18. Campaign Objectives & Measures
  • 19. Channel Proposition and Management(1/2)
    Positioning and Profile-
    Facebook-The name of the page is “Signature” which will be portrayed as a stylish brand catering to core customers as well as people with such tastes
    Youtube- TVC of the brand or any official videos will be shared online through official You tube channel of Signature McDowell’s. It will also be used to upload videos for the app or game as proposed
  • 20. Channel Proposition and Management(2/2)
    Content Principles-
    Tone of voice- The tone of voice will be that of an “Stylish Brand” for target audience
    Varied and Current- The platform will cover a variety of content type to retain interest levels
    Frequency
    • Facebook- 3-4 updates a day
    • 21. You tube- Videos to be uploaded atleast twice a month. Plus videos will be uploaded timely if they are related to a game
  • Promotion
    Social ads( in house) on Facebook
    Contests , game applications and activities in order to engage existing fans and promote the brand
    Cross linking official youtube channel and facebook page
  • 22. Facebook(Implementation Timeline)
    Facebook Activation
    Changing tabs and overall look of page
    Launch Signature Analysis App
    Launch Future Fashion Hunt Contest
    Celeb spotting
    Hott or nott
    Various Quizzes and generic content
    JAN
    DEC
    FEB
  • 23. Sample Facebook Page
    Sneak Peak Your Signature Analysis! Future Fashion Hunt Signature Fans
    Suggested – Signature Fans tab should have content for downloading wallpapers, ringtone of ad, screensavers etc
    Sneak peak (Instead of events) – For exclusive preview into fashion tours, upcoming polo/golf/derby event
    Your Signature Analysis (App)
    Future Fashion Funt(Contest)
  • 24. Sample Content-Facebook(1/2)
    Your opinion poll- What’s your dream attire?
    Signature Quiz- Who brought the sport of Polo in India?
    So you think you are the Bold and Beautiful? Tell us why
    Best of Suits- Saville Row suits never go out of class
    A good set of leather shoes can make or break a man’s look- Agree or Disagree?
    What’s your “Signature” line?
  • 25. Facebook Activity
    • Celeb Spotting-Organize a contest in which we take a slightly morphed image of a celebrity wearing a nice watch, suit, dress etc and ask people to recognize him/her
    • 26. Hott or Nott- Upload an image (related to fashion products) daily and ask users to comment it is hot or not. Also, ask them to tag themselves to the image if they like it
    Hey Guys, tag yourself to your favorite holiday destination and tell us who would you like to take with yourself
    Submit your photo to contest for Signature Icon of the month and get featured in online ad of Signature (Facebook Specific)
  • 27. Facebook App
    Signature Analyzer- A fun app which will let users enter their signature and get a free analysis of it in terms of how successful they will be, what sort of clothes suit them, what sort of watch they should wear etc.
    As users will enter their name and date of birth , it will create a database of ready audience for sending mailers, newsletters , event promotions etc
  • 28. Sample Signature Analyzer
  • 29. Facebook Contest
    “Future Fashion” Hunt- A contest where the users have to find out the look for the year 2050 (for females and males). The user has to go from Mumbai to Tokyo, Paris and New York , decoding clues on the way, collecting articles for completing the look and finally finishing the look in stipulated time
    Clues will be given in video format (Mostly) so users will be directed to official YouTube channel every time they play the game
    It will be like a virtual treasure hunt contest
  • 30.
  • 31. Virtual Paris
    How user will move in the city to decode clues
  • 32. Virtual Tokyo
    Virtual NewYork
  • 33. The
    Beginning
    parutaneja@gmail.com