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  • 1. Kimberley Chambers Online Strategy 1st November 2012 Page 1
  • 2. ProjectGoals -Growhersocialchannelsto10kfansreadyfor thenextbook -Top20Chartposition -Drivepre-orders -Sell10kcopieswithinthefirstweekand 50k intotal -Growhermailinglistto5k -PositionKimberleyastheheirtoMartina Cole Page 2
  • 3. Strategy Overview CompoundingLikestoachieve10,000Fans. Webelievethatbyengagingcommitedfanswewillcreatea solidfoundationuponwhichalargerfollowing canbebuilt. Tothisendweproposeweusethreedistinctphasesinorder toreachtheprojectgoals,achievingspecifictargetseach monthinordertoraisethenumberofengagedfansandviral activitybytherequireddate. Facebook - 499 https://www.facebook.com/kimberleychambersofficial PersonalFacebook-1700https://www.facebook.com/kimberley.chambers?fref=ts Twitter - 436 followershttps://twitter.com/kimbochambers Website http://www.kimberleychambers.com Pre-orderof The Traphttp://www.amazon.co.uk/Trap-Kimberley-Chambers/dp/0007435037/ ref=sr_1_1?s=books&ie=UTF8&qid=1343811575&sr=1-1 Page 3
  • 4. +Sales& Pre-order responses +Sales& Pre-order responses +Sales& Pre-order responses 28Feb+ 10,000 Fans Strategy Targets Phase1. Raising Kimberley’s Social Profile: Promoting Kimberley’s writing, her characters and themes. Pushing sales of her books for Christmas via referrals and viral campaigns. Phase2. Pre-Launch Anticipation: Generating interest about the new book. Video trailers from Kimberley. Enagaging with fans about potential content and themes. Phase3. Post-Launch Fan Engagement Enaging fans with content and themes of the new book. Instigation of viral campaign encouraging fans to participate in a cameo prize competition. Start:500Fans... Target 31Jan 6,000 Fans 31Dec 3,000 Fans Page 4
  • 5. DrivePre-Order 10%Discount DrivePre-Order 10%Discount DrivePurchaseOnlineMediaBuy NationalWeeklies /BlogCoverage NationalWeeklies /BlogCoverage NationalWeeklies /BlogCoverage Press MailingList/FB/TWMailingList/FB/TW MailingList/FB/TW HCLists OverallManagementSocialChannels OverallManagementOverallManagement MainCameoCampaign BOOKINSERT TeaserVideoforbook andCameoComp LikesRevealPreview RealStoriesTwitter Campaign TwitterFeudCampaign XmasSales& AwarenessCampaign Viral/Physical Campaigns ActionOverview Phase1 December Phase2 January Phase3 February+ Page 5
  • 6. ;) FAN ACTIVITY LIKE& VOTE FAN SHARING NewLikes &Participants Page 6
  • 7. DecemberActionStrategy XmasViral&ProfileAwareness Page 7
  • 8. •IncreaseFB&Twitter Fansfrom500to3000 •Migratehercurrentcommunitytoour channels •Promote BackCatalogue •UseFanstopromote& recommend •XmasViralCampaign Through December, rather than just promote the new book specifically, our strategy is to promote all Kimberley Chambers books and use the existing fan base to promote and recommmend purchases for friends and family running up to the Christmas period. 500 3,000 DecemberTarget Page 8
  • 9. Facebook/Twitter Management Online Pre-Sales/ Purchases Sales 10%Discount Pre-Order Migrate fans Facebook Promote Kimberley’s Facebook 1700fans Google AdWords Facebook/Twitter RealFamilies XmasCampaign Share/Recommend Reach 1000+ ExternalBlogs & Press HCcontactlists HCcontactlists 3,000 likes400likes DecemberFlow Chart New Likes Page 9
  • 10. DecemberSocialChannelManagement EngageFans InstigateSharing GenerateNewLikes The immediate goal would be to migrate as many fans of www.facebook.com/kimberley.chambers over to the HC Kimberley page. The social channels would be managed in order to engage the existing fanbase and encourage them to spread the word about how great the Kimberly Chambers books are. We acknowledge that the majority of Kimberley’s previous books are with Random House, but we feel it is important that we raise the profile of all the books she has written too. Involving Kimberley would contribute to the success of this strategy and add to the authenticity of the campaign. A schedule of posts relating to past books, local London past and present, the xmas feud viral and general posts connecting the books to fans’ real lives. Tag your family and share stories. ;) ;) Page 10
  • 11. DecemberViral- FestiveFamilyFeuds EngageFans InstigateSharing Encouragenew participants GenerateNewLikes Action: Shareable& FunXmasActivity FanFB/TW Sharing stories FanEngagement Kimberley’s books usually involve idiosyncratic familes warring between themselves. There’s no time when differences between family members is more apparent than at Christmas. Fans will be asked to tell Kimberley about their family stories, the lows, the highs, the battles and the solidarities. This will be a tongue -in-cheek look at little family dramas. We will also challenge fans to add a family photo and tag all your family members with FESTIVE FAMILY FEUDS. Engaging further into their social channels. Existing Fans Fan Makes Card Fan Shares Card NewLikes & Participants Page 11
  • 12. DecemberViralVisuals - FestiveFamilyFeuds Page 12
  • 13. JanuaryActionStrategy PreBookLaunch Page 13
  • 14. •IncreaseFBFansfrom3,000to7,000 •Promote NewBook •UseKimberleytoGenerateinterest •UseFanstopromote&recommend •IntegrateOfflineand OnlinePR January’s strategy is to build on the success of the Christmas period in a more aggressive way, pushing interest not only in Kimberley but specifically introduce the new book, the story and the characters. January Target 3,000 7,000 Page 14
  • 15. Facebook/Twitter Management Online Pre-Sales/ Purchases Sales 10%Discount Pre-Order Facebook Promote Google AdWords Facebook/Twitter KimVideoTrailers Share/Recommend Reach 3,000+ BookPreview Reveal Reach 3,000+ CameoComp Promotion Reach 3,000+ HCcontactlists HCcontactlists 7,000 likes3,000likes January Flow Chart New Likes ExternalBlogs & Press Page 15
  • 16. January SocialChannelManagement EngageFans InstigateSharing GenerateNewLikes Facebook /Twitter The January strategy would be to continue the overall communcation about the books in general, but shift the focus to the new book, its themes and characters. Personal videos from Kimberley would explain themes and characters and prompt responses from fans. The new book cover and / or mini-preview would be revealed on Facebook & Twitter via prompting fans to gain likes, re-tweets for the page. A countdown mechanic would increase anticipation during the week runing up to launch, with previews of the book being displayed on the page. Twitter campaign working in tandem with Facebook at all times. Post Cover Reveal ;) Page 16
  • 17. January SocialChannelManagementVisual Page 17
  • 18. January Viral1 - VideoBookTrailers Action: Generateinterestaboutthenew book FansPromptFriendstoLikePage Involving Kimberley in the campaign, talking about the new book via a series of videos, discussing the themes and characters will set up communication between members. These videos can also be used across all online press activity and Youtube. The video will be accompanied by posts designed to inflate reach to friends of current fans - generating new likes and conversations within thier social groups. Eg A particular character is the head of the family... After Kimberley discusseses the character, we ask which of your friends this reminds you of and why. Tag the image with your friend and share. Page 18
  • 19. January Viral2 - BookCover&StoryPreviewReveal EngageFans InstigateSharingviaLikes&Tweets Action: BuildAnticipationfor Book FansPromptFriendstoLikePage GenerateNew Likes We should use the reveal of the new cover to generate new likes. We set a target for each square, for example 20 likes removes a square. Over a short space of time we can use the existing fan base to agressively push up like numbers. This can also be initiated across Twitter with retweets being the objective. When the target is reached an image will be shared across Twitter pics. Page 19
  • 20. January Viral3 - Countdown EngageFans InstigateSharing via Likes Action: CreateAnticipation FansPromptFriendstoLikePage CreateVisibleActivity In the 5 days leading up to the book launch date, we will instigate a countdown on the facebook timeline. This will comprise of an image/video post with a snippet of the new book. Page 20
  • 21. January Viral4 - Twitter-#butlersversuswalkers Action: ActivateTwitter EngageConversation To create an addition buzz, we propose creating a twitter campiagn of a spoof fight between the two families in the book. The Butlers and the Walkers typically swear and slag each other off. This taps into what makes soap opera’s, gossip mags and reallife stories addictive and appealing - car-crash twitter.... Followers and friends of Kimberley are also invited to participate in the feud. #butlersversuswalkers Page 21
  • 22. OnlinePressandPR NationalWeekliesOnline Targeted to feature the real-life stories of christmas family feuds. Focus on online feature with a view to printed feature. Blogs&Facebook Spread of the Xmas viral campaign Page 22
  • 23. OfflinePress NationalWeeklies Specific promotion to prompt likes and engagement with the online campaign. Kimberley promotes the fact that fans of the book can appear in the next part of the trilogy by going to her facebook page and participating in the campaign. Page 23
  • 24. FebruaryActionStrategy PostBookLaunch Page 24
  • 25. •IncreaseFBFansfrom7,000to10,000+ •PromoteNewBook •UseKimberleytoGenerateinterest •UseFanstopromote& recommend •IntegrateOfflineand OnlinePR February’s strategy is to activate the current readers who are either reading or completed the book to boost the recommendations. This will also be the primary month where we launch the viral competition to win a chance for you and your family to appear in the next book. FebruaryTarget 7,000 10,000+ Page 25
  • 26. Facebook/Twitter Management Online Pre-Sales/ Purchases Sales 10%Discount Pre-Order Facebook Promote Google AdWords BookInsert Reach 10,000+ CameoComp ViralLaunches Reach 7,000+ HCcontactlists HCcontactlists 10,000+likes7,000likes FebruaryFlowChart New Likes ExternalBlogs & Press Page 26
  • 27. FebruarySocialChannelManagement BOOKLAUNCHFOCUS EngageFans InstigateSharing GenerateNew Likes PromoteSales Facebook /Twitter On release of the book, the social channels will focus on getting feedback from fans and encouraging them to spread the word about how good the new book is. This would tie in with the Cameo Competition, which would be a major focus of this phase of the project. In store promo of the Cameo Competition would ensure a great reaction to the project, in particular an insert inside the book encouraging people to take part. ;) ;) ;) Page 27
  • 28. FebruaryInStore - In Book PromoforCameoCompetition Action: DriveTraffictoSocialChannels CreateOnlineBuzz In order to maximise reach, we propose that a prompt for fans to join the Cameo campaign should be included in the book. This could be printed in the book, or presented on purchase either in store or through online invoice email. COULD YOUR FAMILY BE PART OF THE STORY? Kimberley is looking for a family worthy of being part of the her new trilogy. Is your family up to it? Could they handle themselves in London’s East End? to tell Kimberley about your family and you could see your family in book two of the trilogy! GOOD LUCK! Page 28
  • 29. FebruaryViral -CameoCampaign EngageFans InstigateSharing Encouragenew participants GenerateNewLikes Action: FansPromptFriendstoLikePage EngagementwithNew &Existing Fans PushtheAuthenticQualityofthe Books The Canmeo campaign will focus around fans adding their own family for the chance to cameo in the book. This continues the FAMILIES theme, encourages sahring around familes, tagging of family members and a vote mechanic that encourage new Likes so fans can increase their chance of winning, in the process publicising the competition and the new book. Page 29
  • 30. FebruaryViralVisuals-CameoCampaign The campaign would work by encouraging, fans to enter their family, TAG each family member to increase visibility, and generate VOTES (through a Like gate) for each fan. If we acheive our target of 7k before this element starts, then rfeaching our goal with this strategy is very likely. FanMakes Card FanShares Card VOTING NewLikes &Participants Page 30
  • 31. FebruaryViralVisuals-CameoCampaign VOTESHARE NEWLIKES & PARTICIPANTS New participants would be informed of this campaign by their family members and friends, using word of mouth to generate support for each Fans own campaign to win the competition. In addition to this, we can provide an online kit such as Page Buttons and ‘Vote For Me‘images to help each fan to promote the compa nd win the prize. Page 31
  • 32. Marchand Beyond SocialChannelDevelopment Page 32
  • 33. March andBeyond-Overview Social Channel Management Facebook & Twitter will be managed by suppyling regular and relevant posts. The cameo campaign will run in tandem and commented on. Example Posts: Monday’s Message Kimberley posts True East London advice for the week ahead Tuesday’s Caption Competition. A monthly Twitter Q&A with Kimberley. A chance for fans to ask Kimberley questions (about her book, where she writes, writing tips) ClimaxofCameo Campaign The campaign will run until a selected date at which point we’ll instigate a promotional campaign around the selection of the winner. Top 5 families selected by HP / Kimberley 1 week countdown (highlighting 1 family per day Mon - Fri) Public vote closing on the Sunday Winner announced on the Monday MainSchedule The main schedule would use a variety of mechanics, released at different times. Note that all posts must have content i.e. Graphic, Video or Link The categories break down into the following sections.... Weekdays General Interest Posts Weekends Saturday and/or Sunday mornings SpecialHolidays Xmas, Halloween, Bonfire Night, etc InterestEvents XFactor Final, TV Awards etc Page 33
  • 34. March andBeyond-ExamplePosts WordTag Using Instagram we take a photo of ‘colourful’ phrase that features in The Trap. Post it to FB and ask users to play ‘word tag’ User’s then tag their FB friends to a ‘colourful word’ This is a good sharing mechanic FeudTube We describe a London tube station with a funny image FB users have to guess the tube station This could also be a place(s) in one of Kimberley’s books. WeeklySocialNetworkideas ‘Down Memory Lane’ Using SNs Instagram, Pinterest & Facebook we post a classic photo of the legendary East End i.e. pub, café, boxing club, barbers Users then share their memories & photos of that place SpotifyPlaylists Kimberley to submit a potential soundtrack for The Trap Ask FB & Twitter users to suggest songs to add Page 34
  • 35. AdditionalIdeas Instagram / FB check in / Twitter Provide fans with the details of key locations in Kimberley’s books. Fans are then encouraged to take photos and share with the community. Best contributions monthly a weekly prize. Could include a google map with key locations. Fake newspaper Reports about the family feud given out at Liverpool St station - Chas n Dave adverts - Mrs Mills playing live London based launch party Host an official launch party in a hidden venue in Whitechapel or pub that appears in the book. This will be an exclusive event for 100 Kimblerley Superfans who have contributed the most to spread the word about Kimberley’s books. Page 35
  • 36. MediaCampaign MediaSpend,Onlineand OfflinePress Page 36
  • 37. MediaSpend Page 37
  • 38. MediaSpend Page 38
  • 39. Costings BudgetBreakdown Page 39
  • 40. Costings Projectmanagementandstrategydevelopment for durationofthecampaign.10days £5000 SocialchannelmanagementforFacebook,Twitter and liaisingwithHarperCollinsin-housePRteam.Notewe wouldalsoinstigateourownopportunitiesfor consideration.20days £6000 Creative,includingthedevelopmentofanygraphics required,xmasviral,cameocompetitionandanyother elementswefeelmayberequiredasthecampaignrolesout. £5000 MediaspendacrossFacebookandGooglewithtargeted adwordsandlocations. £4000 Total£20,000 Page 40