The document outlines brand goals and strategies for social media, video, blogging, and community management for a cleaning product brand targeting women ages 18-35 in Latin America. The strategic target is proud, perfectionist women who value practical products that save them time for family. Key strategies proposed include establishing a Facebook page, YouTube channel, and blog to engage the community and position the brand as an opinion leader. Metrics, content calendars, and community management approaches are recommended to achieve goals.

1. DRAFT

2. BRAND GOALS
CONTENT CONVERSATION
COMMUNITY CURRENT

3. MARKET:
TARGET ARGENTINA, CHILE, COLOMBIA, MEXICO, PER
U AND VENEZUELA.
STRATEGIC TARGET: PROUD AND PERFECTIONIST
WOMEN 18-35
PRACTICAL AND EXPERIENTIAL: LOOKING TO FREE UP TIME FOR
THEMSELVES AND FOCUS IS THE FAMILY.
• THEY DON’T WORRY ABOUT CLEANING PROCESS BECAUSE THEY USE PRODUCTS THAT HELP THEM TO
FREE UP TIME AND SPEND IT WITH THEIR FAMILY.
• SHE CONSIDERS THE CLEANING PROCESS AS SOMETHING VERY IMPORTANT, BUT NOT AS THE MAIN
HOUSEHOLD TASK THAT DEFINES HER AS A HW OR AS A WOMAN.
• SHE IS A PRACTICAL AND SPONTANEOUS WOMAN.

4. DIGITAL FUNNEL
AWARENESS Brand Recognition
CONSIDERATION Be one of the Purchase Options
ACTION Be the Brand of Choice
DIALOG Interact with your Community
ADVOCACY The Community Defends your Brand

5. ACE 2012 DIGITAL MATRIX
FACEBOOK
YOUTUBE
BLOG
Campaign Campaign Campaign Campaign
activation activation activation activation
Promotional
iBranding*
Apps
*iBranding: Development and management of brand image in digital platforms.

7. WHY A FACEBOOK STRATEGY?
AT LEAST 50% GO
ONLINE EVERY DAY
IN AMERICA LATINA

8. WHY A FACEBOOK STRATEGY?
HAS
IS CONNECTED TO
130
FRIENDS 80 PAGES,
EVENTS
AND GROUPS.
THE AVERAGE
USER
SPENDS
12 HOURS 78% ACCEPTS
RECOMENDATIONS FROM
PER MONTH
OTHERS USERS.
on the site.

9. FAN PAGE: INITIAL SET UP
Fanpage Design
 Product Tabs
 FB Blog Feed
 Fangate
Youtube Videos
 Q&A Tab

10. CAMPAIGN ACTIVATIONS
 Sweepstakes
 Favorite Picks
 Photo Contest
 Wishlists

11. CAMPAIGN ACTIVATIONS
Timed Trivia
Gift Cards
Ambassadors Club

13. WHY AN ONLINE VIDEO STRATEGY?
EVERY MONTH IN LATAM
PEOPLE LOOK
VIDEOS ONLINE
SEEN BY PERSON

14. WHY YOUTUBE?
FIRST OPTION
TO SEE VIDEOS
Second ONLINE
search engine
Third most
In LATAM
visited site in
LATAM

15. WHY YOUTUBE?
2011
60 hrs of
video per
minute
2007 2010
6hrs of video 24hrs of
per minute video per
minute

16. CUSTOM CHANNEL PROPOSAL
CAMPAIGN ACTIVATION
Campaign look and feel.
 Adapted banners.
SOCIAL
Review categories.
SHARE Digital dashboard for
CUSTOM decision making.
CHANNEL
DESIGN
PLAYLIST
DIFFERENT
CATEGORY
BY COUNTRY
CONTENT STRATEGY = ISSUES + PRODUCT EXPERIENCES

18. YOU SHOULD HAVE A BLOG
IF YOU’RE LOOKING TO:
POSITION YOUR BRAND AS AN OPINION LEADER.
OPTIMIZE YOUR SITE POSITIONING IN SEARCH ENGINES.
BUILD LOYALTY & COMMUNITY WITH UPDATED CONTENT AND
COMMENTS.
ADDS CREDIBILITY AND TRANSPARENCY TO THE BRAND IMAGE.

19. BETTER BRAND POSITIONING
ON SEARCH ENGINES
Target SITE:
Visits related to
specific product
searches
How to remove Which is the best
difficult stains soap for washing
clothes
How to wash
delicates clothes Target BLOG: Visits Take advantage of
related to the free time with family
problematic your
Protect product addresses Domestic
clothing from responds + lifestyle chores
moisture

20. BLOG PROPOSAL
CAMPAIGN ACTIVATION
 Campaign look and feel.
 Adapted banners.
 Review categories.
CATEGORIES  Development and
SOCIAL content update (96
SHARE articles per year).
 Digital dashboard for
decision making.
BLOG
DESIGN
LOCAL
BANNERS
INITIAL
CONTENT
UPLOAD
CONTENT STRATEGY = ISSUES + LIFESTYLE

21. PLATFORM MAINTENANCE
Community Adapt look & feel Digital dashboard
management. to campaign for decision making.
activations.

22. Community Management
DEFINING A STRATEGY OF SOCIAL MEDIA &
COMMUNITY MANAGEMENT REQUIRES:
SETTING ESTABLISHING
CREATING
GOALS AND CHOOSING THE HOUSE RULES
COMMUNITY, ANALYZING
SUCCES ACCURATE AND CRISIS
CONVERSATION PERFORMANCE
METRICS CHANNELS MANAGEMENT
& ENGAGEMENT
GUIDES

23. Community Management
ENGAGE WITH YOUR COMMUNITY IS A MUST.
THAT’S WHY OUR APPROACH INCLUDES:
CONTENT BEST CREATION OF SPACES IDENTIFICATION OF ANALYSIS OF
CREATION PRACTICES EXCLUSIVE FOR TRENDS AND COMMUNITIES
FOR POSTING FANS, FOLLOWERS & BRAND BEHAVIOR
& MODERATION SUSCRIPTORS AMBASSADORS

24. iBranding: Adapt look & feel to campaign activations.
iBRAND
COHERENCE

25. Digital Dashboard
KEY PERFORMANCE ANSWERS, NEEDED TO MANAGE YOUR DIGITAL BRAND.
CONTENT CONVERSATION COMMUNITY
• WHERE ARE MY • WHICH ARTICLES • HOW MANY
VISITS COMING FROM? GENERATE FANS, SUBSCRIBERS AND
MORE INTERACTION? FOLLOWERS DO I HAVE?
• WHICH IS THE MOST
VIEWED CONTENT? • WHICH APPS PRODUCE • HOW OFTEN DO THEY
BETTER VIRAL READ MY BLOG, WATCH
• WHICH CONTENT BEHAVIORS? VIDEOS OR INTERACT IN
IS GETTING MORE SEO FACEBOOK?
VISITS? • WHICH ARE
THE MOST SHARED • WHAT ARE THE
• WHAT KIND OF CONTENT ARTICLES? DEMOGRAPHICS OF MY
IS MY COMMUNITY COMMUNITY?
ASKING FOR? • HOW LONG DO THEY
STAY ON MY BLOG?