Build new social media channel. Deck created to showcase overall channel strategy and business plan set up to object business objectives, budget, key strategic partners, and in-market timing,

1. OCM Reputation Management & Social Media
2018 Business Plan
2/13/18

2. Table of Contents
……………………………………………………… Page 3
……………………… Pages 4-5
……...……………… Pages 7 – 10
………………………. Page 12
……………………………………… Pages 14 - 19
………………………………………………………. Page 21
…………………………………… Pages 23 - 24

3. I
Context - Social Media Game Plan
o Drive OCM market differentiators.
o Grow social community & brand.
o Increase customer engagement.
o Improve OCM online reputation.
o Push down negative reviews.
Page 3

4. Channel Objective - Grow and Promote OCM Socially
Reputation
Management
Social Media
Management
Social
Advertising
Page 4

5. • Grow social content (FB, Instagram, Pinterest, Snap Chat, & Twitter)
• Drive email collection efforts
• Monitor profiles for customer service support for issues
• Foster engagement to drive social interaction
• Grow social community & voice
• Partner with social influencers and parent/student bloggers
Social Media
Management
• Improve company’s reviews & online reputation
• Implement organic review collection drive
• Monitor ongoing social reputation w/ real time alerts
• Respond same day to negative reviews
• Improve social business details within LinkedIn, as well as expand/grow
employee reviews in Glassdoor
Reputation
Management
• Develop ads specific to geo location for targeting
• Utilize mobile UTM coding for deeper device tracking
• Implement new social keyword, retargeting, match type, & testing strategy
• Create unique landing pages for each social campaign
• Expand efforts into “Pay to Play” ads in new social opportunities
• Introduce ‘Look-alike’ models into targeting efforts for higher convers.
Social
Advertising
Channel Strategy – (3) Areas of Focus
Page 5

6. Social Channel Tactics

7. Social Media Management Tactics
o Run persistent postings to build content,
encourage engagement, & provide helpful tools.
o Drive social interaction through questions, trivia,
opinion polls.
o Run Facebook “Live” streaming videos events
1-2x month showing our on campus interactions.
o Include relevant college articles to provide helpful tools for both parents and students. Also, can apply
added content to email, as well as OCM site.
o Run contests, social promotions, “free gifts” and “giveaways” to drive traffic and email collection (student
& parent) with geo-targeted options available.
o Develop a ‘Video Help’ series for students & parents with key topics of interest, then upload videos onto
YouTube to extend eyeballs and reach.
o Partner with social influencers, parent groups, bloggers, & students to sample new products
& blog about the experience, as well as live stream their box opening.
Page 7

8. Reputation Management Tactics
o Push down negative reviews with organic review collection drive managed through primarily
BeMarketing team with assistance from OCM Customer Care.
 Targeting BBB, Facebook, Google Reviews, Rig-off Report.
 Keeping BBB slug within new site’s footer, but removing link over at this time.
 Removing Yelp OCM listing pages.
o Daily customer service monitoring to report on what people are saying about OCM to gain
customer pulse and insights.
o Same day response to new negative reviews and posts to turn into a ‘positive’ review to
further showing OCM cares about their customers and reputation.
o Track specific social keywords, results, get real-time alerts, and provide monthly analytic
reports to best monitor progress & gather customer insights.
o Work in OCM Voice, Press Releases, and “Pay-to-Play articles to grow outer communication
reputation rings.
Page 8

9. 2018 OCM Voice Campaign -- Ratings and Reviews High in PurchaseKey Areas of Focus to Improve Site Reviews
REMOVING Page 9

10. Social Advertising Tactics
o New Ad creatives & landing pages development associated w/ each target segment.
o Test “pay-to-play” social ad opportunities.
o Leverage Instagram /Facebook video ads, sponsor posts, & Facebook retargeting ads.
o Targeting strategy includes social signaling, demographics, geography, behaviors, as
well as retargeting efforts to ensure messages deliver to relevant audience.
o A/B testing strategy to be developed.
o Develop Facebook ‘match-type’ and ‘look-alike’ modeling audience targeting.
o Long tail Keyword ad groupings and top tier keyword ad grouping to be developed.
o Link monitoring to ensure landing page relevance for higher CTR & CVR.
** Overall Social Advertising strategy and business plan efforts to be provided by the Digital Marketing Team.
Page 10

11. Key Performance Indicators

12. 2018 Social Media Channel KPIs
Page 12

13. Strategic Social Partners

14. http://www.simonandschuster.com/
books/The-Her-Campus-Guide-to-
College-Life/Stephanie-Kaplan-
Lewis/9781440585128
BEMARKETING: Social Media Agency
MARCH
2018
Page 14
** 1-year contract (March 2018 – March 2019) ………………………………………… $34,100 (2018 Fiscal)
………………………………………… $ 3,100 (2019 – pending contract renewal)

15. http://www.simonandschuster.com/
books/The-Her-Campus-Guide-to-
College-Life/Stephanie-Kaplan-
Lewis/9781440585128
Test student/parent interest with a giveaway to collect email addresses. Pending
results will determine if additional book purchases are warranted.
Initial Trial: 200 downloadable eBooks ………………………..… $ 1,600
Possible added purchase*: 1,000 downloadable eBooks .…………………....... $ 7,200
Other Media Kit opportunities: …………………………………………………….. $15,000 - $30,000
http://www.simonandschuster.com/books/The-Her-Campus-Guide-to-College-Life/Stephanie-Kaplan-Lewis/9781440585128
HER CAMPUS MEDIA: Social Media “Student Focused” Giveaway Test
Audience Reach
87M Monthly content views across HC national
web & social properties
36M Unique visitors to HC Media Network
45M Social Followers
18 - 24 Age demographic
280 US Schools
MARCH
2018
Page 15

16. http://www.simonandschuster.com/
books/The-Her-Campus-Guide-to-
College-Life/Stephanie-Kaplan-
Lewis/9781440585128
Parent focused articles to use within OCM social channels AND use within the OCM site as
well in building content & parent community.
Initial Trial: 30 articles ……………………..…………………..… $ 8,000
Possible added purchase*: 50 articles ……………………….……….…….... $ 12,000
** Options to test Newsletter and/or Spanish articles
COLLEGIATE PARENT: Social Media “Parent Focused” Articles to Build Content
Audience Reach
500K Monthly content views
200+ Parent & School tested/approved school article library
CTR 17% Average Est
40% Open Rate Est
650 University Admin Contacts
Unlimited annual use, no link back to UP
MARCH
2018
Page 16

17. http://www.simonandschuster.com/
books/The-Her-Campus-Guide-to-
College-Life/Stephanie-Kaplan-
Lewis/9781440585128

Parent focused audience. Product sampling live stream & blogging review. Topic articles to use
within OCM social channels AND use for GenZee efforts in building content & parent community.
Trial Includes: 4 Post Topics, 4 Videos, 4 FB Promo/ Live streams product sampling, 4 blog post.
Initial Trial: ……………………..…………………..… $ 8,000
** Options to test Newsletter and/or Spanish articles
UNIVERSITY PARENT: Social Media “Parent Focused” Content
Audience Reach
1M Monthly Content Views
35K Social Followers
45 -54 Age Demographic
2,281 US Schools (Primarily 4-yrs, not for profit schools)
MARCH
2018
Page 17

18. http://www.simonandschuster.com/
books/The-Her-Campus-Guide-to-
College-Life/Stephanie-Kaplan-
Lewis/9781440585128
UNIVERSITY PARENT: Social Media “Parent Focused” Content (Cont.)
1
2
3
4
Page 18

19. http://www.simonandschuster.com/
books/The-Her-Campus-Guide-to-
College-Life/Stephanie-Kaplan-
Lewis/9781440585128
PRNEWSWIRE: OCM Press Releases to Extend Customer Awareness
Audience Reach
7M Monthly US Content Views
39K Journalists and Bloggers
116+K Social Followers
67% traffic from Organic Search
70+ US Schools/ “Media Only” Students (College Wire)
1ST APRIL 16Th
2nd JUNE 4th
3RD JULY 9th
Parent focused w/ student influencer press release announcing the launch of our
new products, new microfiber materials, new site, and extensive partnership with
over 900 schools, as their exclusive, officially approved online retail partner.
US Package Includes: (3) US Newslines (parents) & (3) College Package (students)
500 word press releases distributed across the wire, communications cloud, Nat'l
trade publications, US Schools (Media only), print, and broadcast (TV, Radio).
Press Release Package: ……………...…………………..… $ 4,000
Page 19
Press Releases**
**NOTE: 3 press releases: Timing above are estimates and not final

20. Social Media Budget Reallocation

21. http://www.simonandschuster.com/
books/The-Her-Campus-Guide-to-
College-Life/Stephanie-Kaplan-
Lewis/9781440585128
The lower price point
opened the opportunity
to reinvest in added
partners to gain ramp-up
speed through added
content, articles, blogs,
product samplings, and
press releases.
2018 Social Media Budget Re-Allocation Breakdown
BeMarketing Solutions, the unanimous winner in RFP to
best fit OCM’s social needs going forward, as well as (4)
added companies for extended content and reach round
out the 2018 Plan.
Page 21

22. Implementation Timing

23. In-Market ‘Weighted’ Timing Strategy
March and April strategy is to build content, engagement,
and OCM Voice, as well as build OCM reputation effort to
pave the way for advertising efforts.
By July, the social media
foundation is built and to
align with content split
best practices:
40% Industry
20% Personal, and
40% Advertising/Sales
Social Steady-State
Page 23

24. March April May June July August
LAUNCH
* NACURH on Campus w/ OCM
Advertising
Ramp up
* Product Sample Opening
* Delivery on Campus w/ students
Social Media and Reputation Management Roll Out Plan
•
Bring in Erin Andrews Collection
Channel Promotion
Ramp up
Reputation
Clean-up
Kathy Ireland
Business Sense
New Site’s FULL Launch
ABC GA Show
“Deal of the Day”
Expand/Build
School Social Network
•
•
Page 24
* Social “giveaways” (email collection)
* Contests (email collection)
* Parent Sampling (Blogging)
* Student Sampling (Blogging)
•Press Release
•
* ACUHO-I on Campus w/ OCM
“Live” Video Streaming Events
CONTENT BUILDING & REPUTATION MANAGEMENT
•
•
••

25. ADDENDUM

26. Social Media Channel Stats
Page 26

27. Student Social Channel Usage Data
Page 27

28. Parents Social Channel Usage Data
Page 28