Social Media  Strategy Proposals
GOALS <ul><li>I propose adding: </li></ul><ul><ul><li>Creating an online foundation for the series to grow. </li></ul></ul...
HIP URBANITES: Where are they? <ul><li>60-70% are either Joiners or Spectators. This means they're going to watch, but the...
<ul><li>TACTICS </li></ul><ul><li>-Creative, energetic social media marketing campaign that gets the audience talking </li...
COMBINING TACTICS AND TOOLS: VIDEO  <ul><li>29% of people in the US watch user-generated videos. This is the most consumed...
VIDEO <ul><li>PROS </li></ul><ul><li>- Buying the book is essentially the entry fee. Increases sales and deposits book in ...
COMBINING TACTICS AND TOOLS: TWITTER <ul><li>1. You can tweet as Marc Blatte </li></ul><ul><li>This is my recommendation. ...
TWITTER <ul><li>MARC BLATTE TWEETS: </li></ul><ul><li>PROS: </li></ul><ul><li>-Makes you relatable </li></ul><ul><li>-Reac...
COMBINING TACTICS AND TOOLS: FACEBOOK <ul><li>A. Fan page: serves as long-term community. People won't just join; they hav...
Facebook Ads contd. <ul><li>PROS: </li></ul><ul><li>-easy, quick set-up </li></ul><ul><li>-target by location, age, sex, l...
RALLY CURRENT FANS <ul><li>Build an interactive community they want to tell their friends about.  </li></ul><ul><li>-Start...
SUMMARY <ul><li>1. Marc Blatte tweets (save Sallie Blue Eyes for a later campaign or to jump-start publicity for the 2nd b...
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Social Media Strategy Proposals

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Proposals for Marc Blatte

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Social Media Strategy Proposals

  1. 1. Social Media  Strategy Proposals
  2. 2. GOALS <ul><li>I propose adding: </li></ul><ul><ul><li>Creating an online foundation for the series to grow. </li></ul></ul><ul><li>The last goal is about structure and site design. To increase sales, you need to create buzz beyond your niche audience. Earlier, you cited young, hip urbanites as a group you want to reach. So the question is, where are they? </li></ul><ul><li>You gave me: </li></ul><ul><ul><li>Increase sales </li></ul></ul><ul><ul><li>Sell paperback and audio rights </li></ul></ul>
  3. 3. HIP URBANITES: Where are they? <ul><li>60-70% are either Joiners or Spectators. This means they're going to watch, but they won't necessarily comment or review.  </li></ul><ul><li>29% of ppl in US watch user-generated video. This is the biggest category.  </li></ul><ul><li>25% visit Social Networking Services and 22% of teens check in daily </li></ul><ul><li>47% of Twitter users are between the ages of 18 and 34. The second largest group is 35-49 at 31%. 35% of these people live in Urban areas. </li></ul>
  4. 4. <ul><li>TACTICS </li></ul><ul><li>-Creative, energetic social media marketing campaign that gets the audience talking </li></ul><ul><li>-Generalist urban blogs and magazines </li></ul><ul><li>-Comprehensive community with audio and visual tastes of the book. </li></ul><ul><li>-Easy access to an external marketplace. </li></ul><ul><li>TOOLS*  </li></ul><ul><li>-Video </li></ul><ul><li>-Twitter </li></ul><ul><li>-Facebook </li></ul><ul><li>-Ratings and Reviews </li></ul><ul><li>*based on target audience and demographic statistics </li></ul>
  5. 5. COMBINING TACTICS AND TOOLS: VIDEO  <ul><li>29% of people in the US watch user-generated videos. This is the most consumed type of social media. </li></ul><ul><li>We already want to make a video trailer </li></ul><ul><li>Why not have our users make it? I propose a contest amongst New York's young filmmakers. Target Tisch, New School, CUNY. Winner gets a free week at your house in Nicaragua (or an equally cool prize) </li></ul>
  6. 6. VIDEO <ul><li>PROS </li></ul><ul><li>- Buying the book is essentially the entry fee. Increases sales and deposits book in the hands of your target. </li></ul><ul><li>-Gets a trailer, which you need anywya </li></ul><ul><li>-Capitalizes on the 29% of people who watch video </li></ul><ul><li>CONS: </li></ul><ul><li>-May take a while. Most students out for the summer (On the flipside, this could be a pro. Gives us time to explore and network) </li></ul><ul><li>-Heavy resources in terms of man-hours </li></ul>
  7. 7. COMBINING TACTICS AND TOOLS: TWITTER <ul><li>1. You can tweet as Marc Blatte </li></ul><ul><li>This is my recommendation. This puts the emphasis on you and all the amazing things that happen, like meeting Tavis Smiley. This builds you as a brand, and subsequently creates buzz for the books.I can teach you how to tweet and what you should be searching for. </li></ul><ul><li>2. Sallie Blue Eyes social media campaign. </li></ul><ul><li>      -double duty as NY travelogue </li></ul><ul><li>     -pull on police beats and micro-news sites  </li></ul>
  8. 8. TWITTER <ul><li>MARC BLATTE TWEETS: </li></ul><ul><li>PROS: </li></ul><ul><li>-Makes you relatable </li></ul><ul><li>-Reach a larger network of influential people in media and entertainment </li></ul><ul><li>-Establishes long-term community </li></ul><ul><li>-Fast and free </li></ul><ul><li>CONS: </li></ul><ul><li>-Would take up some of your time. </li></ul><ul><li>SALLIE BLUE EYES: </li></ul><ul><li>PROS: </li></ul><ul><li>-New and unique=buzz </li></ul><ul><li>-Serve as micro-news stream </li></ul><ul><li>CONS: </li></ul><ul><li>-Restricts your network </li></ul><ul><li>-Heavy resources: hire someone to do it or partner with a police blotter, micro-news site </li></ul><ul><li>-Will take longer to set up and promote </li></ul>
  9. 9. COMBINING TACTICS AND TOOLS: FACEBOOK <ul><li>A. Fan page: serves as long-term community. People won't just join; they have to read the book first and like it enough. As the base expands, this is the place to go. </li></ul><ul><li>B. Ads. These pop up on profile pages, group homepages, etc. You pay per click or per thousand views and never exceed your set daily budget. For you, it would average $.61 per click, or $.28 per thousand views. </li></ul>
  10. 10. Facebook Ads contd. <ul><li>PROS: </li></ul><ul><li>-easy, quick set-up </li></ul><ul><li>-target by location, age, sex, level of education </li></ul><ul><li>- no set cost </li></ul><ul><li>-total control over image and link to external site </li></ul><ul><li>-especially useful for advertising an event or contest </li></ul><ul><li>CONS: </li></ul><ul><li>-Skeptical about their reach. -Can't choose placement order </li></ul><ul><li>-Ads won't appear on the News Feed </li></ul><ul><li>-majority of Facebook users are girls ages 12-17 </li></ul>
  11. 11. RALLY CURRENT FANS <ul><li>Build an interactive community they want to tell their friends about.  </li></ul><ul><li>-Starts with the site: </li></ul><ul><ul><li>highlight 5-star ratings and recs </li></ul></ul><ul><ul><li>include copy about the interviews and research behind the book in the form of an FAQ </li></ul></ul><ul><ul><li>easy to navigate </li></ul></ul><ul><ul><li>easy to purchase the books and tell their friends </li></ul></ul><ul><ul><li>survey about what they'd like to see in the next book, a 'la Snakes on a Plane (I'll tell you the story on Thursday) </li></ul></ul><ul><li>-Extends to Twitter and Facebook.  </li></ul>
  12. 12. SUMMARY <ul><li>1. Marc Blatte tweets (save Sallie Blue Eyes for a later campaign or to jump-start publicity for the 2nd book) </li></ul><ul><li>2. Video Trailer Contest. Start research and outreach over the summer; set to launch in August </li></ul><ul><li>3. Continue to build on Facebook; try a CPM ad for a month and judge response. Definitely reserve ads for the video trailer contest </li></ul><ul><li>4. Blog </li></ul>

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