I also explored women – I think there may be a market but it would seem that products like Chromecast and brands like Roku seem dominantly male.
Establish “risk tolerance” and “rules of the road” to guide social engagement strategies on a go-forward basis. Establish regular cadence of promotions and giveaways designed to harvest email addresses as well as “best in class” Customer Service (Sales Questions, Customer “how to”, and Break/Fix)
Develop editorial calendar with engaging opportunities around media consumption and supporting the customer’s lifestyle vs. “the box”. Develop calendar of promotions as well as featuring influencer “guest content”.
Develop “promotions tool kit” that can be provided to channel marketing managers for engagement with retail partners.
Influencers will play a key role as they can help introduce the brand to their audiences and help build trust and authority for the brand.
Tumblr may be considered as well to target younger more tech savvy customers but not included due to limited resources.
G+ Hangouts give us the opportunity to reach people who interested in technology and engage with them while engaging closely with influencers and building relationships with them. Minimal but obvious Simple.tv branding at intro / outro with mentions of where to go to “learn more”.
Customer service needs to be a high priority
Editorial style improvements such as above are good, but FB requires paid promotion to reach a critical mass of people. Posts should be promoted outside of the page itself to reach new customers.
I am not a fan of building out a suite of FB apps with the exception of sweepstakes.
Twitter sweeps will play a large role in Simple.TV strategy as the target consumer is highly mobile and probably more sophisticated than the typical consumer.
Potentially investigate the opportunity to create an app that allows for consumers to “help design” the next Simple.TV product or updated features.
Email marketing combined with custom audiences should be used to re-target after sweepstakes are completed since you have accumulated an audience that has been identified themselves as being interested in it.
Web store faces potential challenges as it should maintain a high MSRP. What discounts and promotions can be offered that don’t undercut channel partners? i.e. “free six months subscription if you buy now”
In addition to core-social commerce, reputation management should be looked at and considered when it comes to evaluating the efficacy of commerce efforts.
Consumer Electronics Social Strategy Example
Example Social Media Plan
This plan was put together by myself as part
of a creative exercise and is in no way
connected to simple.tv or any other specific
By James Hills
Increase Awareness within Target
◦ Overall Customer Base
◦ Retail Partnerships
Increase Social Engagement
Grow Social Reach
Support Commerce Goals
◦ Direct Sales
◦ Channel Sales
Our Path to Success:
First we make it cool!
1. Influencer Endorsement
2. Friends That Like it, Share it.
3. Social buzz and positive reviews will
drive customers to find where to buy
and attract attention from channel
Budget: $1,000 / month for paid media
Time Scope: May – Dec
Software for tracking website visits
(Omniture / Google Analytics etc.) is
Software for measuring social mentions is
Internal assets and talent are available for
creation of graphical content.
Target Consumer Segments:
◦ “Geeks” and “Tech Adopters”
◦ “Busy Dads” who love technology
Our Consumer Target
Opportunities & Challenges
Opportunity Challenge Solutions
People love to discuss TV
/ Movies / Entertainment /
Current Events with
Legal restrictions may
limit ability to fully
engage using visual
Establish “risk tolerance” and “rules of the
road” to guide social engagement
strategies on a go-forward basis.
High potential for
Establish regular cadence of promotions
and giveaways designed to harvest email
addresses as well as “best in class”
Customer Service (Sales Questions,
Customer “how to”, and Break/Fix)
Develop editorial calendar with engaging
opportunities around media consumption
and supporting the customer’s lifestyle vs.
Small brand and limited
Develop calendar of promotions as well
as featuring influencer “guest content”.
Develop “promotions tool kit” that can be
provided to channel marketing managers
for engagement with retail partners.
Key Social Platforms
Proposed Social Cadence
60-day Outlook Editorial Calendar:
◦ Facebook – 8x per month engagement posts about TV/Movies and 5x
per month product feature or promotion
◦ Twitter – 16x per month engagement about TV/Movies, 10x per month
outreach to influencers (non-promotional), 10x per month product feature
or promotion including “tips” on how to get the most out of Simple.TV.
◦ Community – 1-2 guides per month to help customers and potential
customers be empowered to do what they want to do.
Weekly 15-20 min G+ Hangouts:
◦ Engage with influencers discussing their favorite TV shows / movies.
◦ Weekly or Monthly themes based around things like “Favorites from the
Fall Lineup”, “March Madness Predictions”, “Best Horror Movies”.
Bi-Monthly Retail/Channel Partner Event:
◦ Sweepstakes and Contests developed in partnership with channel
partners to engage with their audience promoting our products.
Frequency can be adjusted as needed.
Increase Social Engagement
1. Concise text
2. Ask a question
3. Use highly engaging
visuals where possible
4. Engage with
5. Integrate product
features with engaging
1. Sweeps with email
capture and viral
including FB share
pop up and ability to
easily share and track
2. G+ Hangouts Tab to
archive and live feed.
Growing Social Reach
1. Creating superior content
designed to be shared and
consumed by our target
2. Events designed to be highly
sharable such as
sweepstakes with viral
3. Engagement with
1. Promoted Tweets & FB
posts to target audience.
2. Paid influencer outreach
including Twitter Parties.
3. Promoted videos to reach
people on YouTube
Support Social Commerce
1. Implement regular
cadence of promotional
posts on FB and Twitter.
2. Ensure all links have
proper tracking codes
3. Promote posts to target
4. Run sweepstakes and
promotions to harvest
emails for remarketing.
5. Coordinate with channel
partners to execute retail
level sweepstakes and
other activations such as
campaigns and Twitter
Traffic from Social Channels to Simple.TV
◦ CTR from Paid Social
Engagement on Owned Social Channels
◦ Likes / RTs
◦ Comments / Replies
Global Social Mentions
Social Community Growth