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Curio Lighting, Social Media Strategy

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Megan Wegmann
Megan Wegmann

Social media strategy for a lighting design company.

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DIGITAL STRATEGY
A U D I E N C E C H A N N E L S + V O I C E R E S O U R C E S
A U D I E N C E Primary: established customers (DINKs) Secondary: design + tech professionals Tertiary: aspiring customers
A U D I E N C E P E R S O N A S established customers DINKs, professionals investing in first ‘home’, trendy, care about aesthetics, interested in fresh tech, probably dont work from home, cherish free time and hobbies, generally cultured and well educated goal: create conversation, build brand awareness + trust design + tech professionals frequent design/tech publications but not loyally, looking for inspiration, fresh info + products, absorbing info quickly and regularly goal: become source for interesting news and inspiration aspiring customers younger, students/aspiring professionals, trendier than established customer, lower income, more active on social media, plannning + building their future goal: ongoing conversation, building brand reputation with them *These are initial assumptions about lifestyle, attitude, goals, media interests etc. The personas should be clearly defined through interviews/surveys/focus groups as the company grows.
C H A N N E L S + V O I C E educational and informational but still clever and cool. LINKED IN Rising content destination for educated professionals with high income. Posts should be at beginning or end of workday TWITTER Used as a news source and mostly used in urban areas. Post during work hours. Post images to interest people (on FB too). silly, cool, fresh, creative, clever, very social FACEBOOK + INSTAGRAM + TUMBLR + VINE Aspiring customers, younger, lower income. Doesn’t work well for immediate sales results so content should be trendy ‘lifestyle’ content. All 3 are heavily/regularly used by younger people. PINTEREST Mostly food/drink and family related posts but is visual and growing. Used as a resource for (older/established) shoppers and designers. TONE 2: TONE 1:
TWITTER YOUTUBE INSTAGRAM TUMBLR VINE LINKED IN SILLY TONE SMART TONE PINTEREST FACEBOOK ESTABLISHED CUSTOMER ASPIRING CUSTOMER
social media data: http://www.businessinsider.com/demographic-data-and-social-media-2014-2 creating good content: http://mashable.com/2014/10/10/create-good-content/ Guide to creating focused content: https://www.distilled.net/content-guide/ R E S O U R C E S

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Curio Lighting, Social Media Strategy

  • 2. A U D I E N C E C H A N N E L S + V O I C E R E S O U R C E S
  • 3. A U D I E N C E Primary: established customers (DINKs) Secondary: design + tech professionals Tertiary: aspiring customers
  • 4. A U D I E N C E P E R S O N A S established customers DINKs, professionals investing in first ‘home’, trendy, care about aesthetics, interested in fresh tech, probably dont work from home, cherish free time and hobbies, generally cultured and well educated goal: create conversation, build brand awareness + trust design + tech professionals frequent design/tech publications but not loyally, looking for inspiration, fresh info + products, absorbing info quickly and regularly goal: become source for interesting news and inspiration aspiring customers younger, students/aspiring professionals, trendier than established customer, lower income, more active on social media, plannning + building their future goal: ongoing conversation, building brand reputation with them *These are initial assumptions about lifestyle, attitude, goals, media interests etc. The personas should be clearly defined through interviews/surveys/focus groups as the company grows.
  • 5. C H A N N E L S + V O I C E educational and informational but still clever and cool. LINKED IN Rising content destination for educated professionals with high income. Posts should be at beginning or end of workday TWITTER Used as a news source and mostly used in urban areas. Post during work hours. Post images to interest people (on FB too). silly, cool, fresh, creative, clever, very social FACEBOOK + INSTAGRAM + TUMBLR + VINE Aspiring customers, younger, lower income. Doesn’t work well for immediate sales results so content should be trendy ‘lifestyle’ content. All 3 are heavily/regularly used by younger people. PINTEREST Mostly food/drink and family related posts but is visual and growing. Used as a resource for (older/established) shoppers and designers. TONE 2: TONE 1:
  • 7. social media data: http://www.businessinsider.com/demographic-data-and-social-media-2014-2 creating good content: http://mashable.com/2014/10/10/create-good-content/ Guide to creating focused content: https://www.distilled.net/content-guide/ R E S O U R C E S