Swim Lesson 6 Now What Company Plan


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Swim Lesson 6 Now What Company Plan

  1. 1. Lesson #6 OK, Now What? Putting an online strategy in place for your company
  2. 2. What have we learned over the past 5 weeks? • Social media is about two-way communications, so any plan must allow for conversation. • Social media is about what is happening now, so content must be consistently fresh. • Social media is about sharing in mixed media formats, so plans should include text, audio, video, and photos. • Social media is about like-minded people sharing with each other. • Social media is transparent, so don’t try to hide. • When using social media, plan for the unexpected. 2
  3. 3. How might a company use social media? A sample plan.
  4. 4. Billie Hats Billie Hats is a for-profit company that manufactures cold-weather designer hats for adults and children. The company offers six different styles of hats for males and females. As a part of the company’s philosophy for every hat that is sold Billie Hats donates 10 infant hats to hospitals, non-profits and need families in Peru and Pakistan where infant death as a result of the cold is the highest in the world.
  5. 5. Goal Establish brand awareness and interest of a start-up company using social media.
  6. 6. Targets Potential investors. Consumers interested in making a statement with the clothes they wear. Consumers interested in making a difference in the world.
  7. 7. Strategy #1: Establish a brand personality. • Social media is all about sharing who you are, so create a personality for the Billie Hats brand. • What is that personality? - Socially conscious. - Green. - Youthful, but not immature. - Idealistic. - Trendy. 7
  8. 8. Strategy #2: Create a hub for the Billie Hats online community. • Should be simple, easy to navigate, and make users feel like they’re connecting with the brand. • Tell the Billie Hats story. • Allow for online purchases. • Include a feature that allows consumers to tell their own Billie Hats stories/experiences/photos. • Include stories from families who have received hats from Billie Hats. • Provide logos, photos and bullet-pointed facts for consumers and media to pull and place on their own websites/networks. • Include requests for how to talk about Billie Hats online: hashtags, content tags, etc. • Make it easy to share content: RSS, ShareThis, Retweet, etc. • Update daily. Blog, embedded Twitter feed, embedded Flickr feed, etc. • Allow people to sign up for updates: text and email. 8
  9. 9. Strategy #3: Reach out to existing social networks that align with the brand personality and create a presence for Billie Hats in those spaces. • Facebook • Twitter • YouTube channel • Vimeo channel • Flickr group 9
  10. 10. Strategy #4: Develop branded content that engages consumers and place it on the social media channels. • Music playlists. • Videos, both generated by Billie Hats and generated by users. 10
  11. 11. Strategy #5: Build local community opportunities. • Send sticker/car decal with purchase. • Develop design-a-hat house parties using houseparty.com 11
  12. 12. Strategy #6: Take the brand mobile. • iPhone/BlackBerry/Android applications: - Rolling ticker of number of children that have received a hat. - Buy online feature. - Community feature including photo sharing. 12
  13. 13. Strategy #7: Hire someone or multiple people to manage the communications. • This is the marketing and PR strategy; it needs a competent manager. 13
  14. 14. Strategy #8: Measure success. • Analyze earned media impact. • Share results. • Brand buzz. - Online traffic. - User generated content. 14
  15. 15. Questions? Emily Blake ereeves@stoneward.com brutherford@stoneward.com 501.772.6142 (text) 501.772.6108 (text) @reeves501 @blakerutherford