The document discusses Sandhya Sutodia's participation in the Executive Program in Digital and Social Media Marketing Strategy. It outlines Buhi's strengths as a brand, including established social media presence and affordable, durable bags. It also notes weaknesses like some accounts having weak social media presence. The document then discusses planning for social media metrics, goals, budgets, personas and content planning for platforms like Facebook, Instagram, Twitter and Pinterest. It provides examples of content for holidays and events. It also summarizes analyzing data and metrics to optimize campaigns for impressions and conversions.

1. Sandhya Sutodia
Executive Program in Digital and Social
Media Marketing Strategy (EPDSM04)
Mobile: 8981592855
sutodia.sandhya@gmail.com

2. Buhi’s Strengths and Weaknesses
Strengths
Previously established social media data
Elegant, durable and affordable bags
Higher returns on social media advertisement
Good following on Facebook and Instagram
Decent Pre-created content
Structured scenario, clear weekly memos and
information about market and products
Weaknesses
Weak social media presence on few accounts

3. Sandhya Sutodia Social Stukent Excel Sheet.xlsx
❑ The above Excel Doc helped to understand the following
much better leading in best planning:
Guidelines
Social Media Metrics
Goals
Budget
Personas and their market share helped in Segmenting,
Targeting and Positing the different products
Statistics Research and Sample Calendar For Facebook,
Instagram, Pinterest & Twitter among others
Background Work

4. Popular Hashtag Chart

5. Holiday Theme From October till December
As ideas came while research and reading, noted them. Few instances:
• Mid-Summer Nights…..mention witches….When shall be 3 meet again
• Halloween: it is a holiday….celebration of witches. Dead bodies come out….spending a
lot…vampires…monster
• Oct. 18, Alaska Day: Alaska……Alaska was sold to US…..it was a Russian
land….Americans discovered oil….main issue between Russia and America….oil from
Russian land is extracted from MNC. The income is lil to the Russian govt….Russia govt
don’t get much money…all go to MNC.
• Oct. (third Mon.), Hurricane Thanksgiving Day: V.I.
• Oct. (last Fri.), Nevada Day: Nev.
• Halloween (Thurs., Oct. 31, 2019) Eve of All Saints' Day, formerly called All Hallows and
Hallowmass. Halloween is traditionally associated in some countries with customs such as
bonfires, masquerading, and the telling of ghost stories. These are old Celtic practices that
mark the beginning of winter. #Halloween #Halloween Traditions#Halloween History
• Hanukkah (Festival of Lights) (Sun., December 22, 2019)*
• This festival was instituted by Judas Maccabaeus in 165 B.C. to celebrate the purification of
the Temple of Jerusalem. It had been desecrated three years earlier by Antiochus Epiphanes,
who set up a pagan altar and offered sacrifices to Zeus Olympius. In Jewish homes, a lamp or
candle is lighted on each night of the eight-day festival. #Hanukkah#Jewish Holidays#The
Jewish Calendar

6. ❑ The below sheet was a master sheet for content planning. It
includes all major days including State Holidays, Health Days,
Festivals or any other important event: Few instance:
Merged Mimic Social Schedule and
Content/Editorial Calendar
Round 1&2 June 13-June 19 (October 16-22, 2017)
Monday Oct 09, 2017 Columbus Day and Tuesday Oct
31, 2017 Halloween
16 Oct: Monday Boss's Day
18 Oct: Wednesday Alaska Day
18 Oct: Wednesday Diwali/Deepavali
21 Oct Saturday Sweetest Day Observance13 states
Round 3&4 June 20-June 26 (October 23-29 , 2017)
Sunday-Sunday
Tuesday Oct 31, 2017 Halloween
24 October: World Polio Day
October 24: United Nations Day
October 24: World Information Development Day
October 27 World Audiovisual Heritage day

7. Sum of Revenue Column Labels
Row Labels 1 3 5 7 9 11 13 15 17 19 Grand Total
Facebook 8618 5455 4902 8520 6383 17211 10380 13967 32753 24810 132999
Instagram 39610 34398 19631 36835 78696 85408 82659 100598 165800 109618 753253
LinkedIn 282 773 712 1264 1476 2551 2351 4045 6113 3267 22834
Pinterest 17962 24091 28362 44395 38961 66314 77634 94520 136064 102315 630618
Twitter 15366 26360 33486 50791 41824 104913 162127 212447 376282 365210 1388806
YouTube 966 445 135 398 939 1420 1265 1953 3069 2016 12606
Grand Total 82804 91522 87228 142203 168279 277817 336416 427530 720081 607236 2941116
Results

8. Increase the number of visitors to Buhi’s website
Increase engagement
Increase sales
Grow the brand awareness
Spend the entire allocated budget
Spend the budget wisely
Mimic Social Strategies and Learnings

9. Our weekly budget was $5,000- The weekly budget was used in the
best possible way! Each and every penny was spent judiciously and
efficiently.
Production of the content: Each piece of content which we created to
post came with an associated cost. However, only a few content was free
of cost. And almost all free content which was usable, was used many a
times!
Promotion of content: Though we could post for free but only a small
percentage of followers were likely to see our posts when we don’t pay
to promote it. So, promotion of posts on Facebook and Instagram were
an important decision. Promoted important content on Pinterest and
Twitter.
Management of Multiple $5,000 Weekly
Content Creation and Promotion Budgets

10. Strategy Related to Budgeting
FACEBOOK: -In the initial
few rounds kept the bidding
between $30-$50
-Towards the end, when
could command a decent
number of Impressions, did
bid between $25-$35 on
days like Mondays,
Tuesdays and Saturdays.
While on Wednesday and
Thursday, the bidding
ranged between $50-$100
INSTAGRAM: In the
initial few rounds kept the
bidding between $20-$35
-Towards the end, when
could command a decent
number of Impressions, did
bid between $455-$70 on
days like Mondays,
Tuesdays and Saturdays.
While on Wednesday and
Thursday, the bidding
ranged between $70-$130

11. Strategy Related to Budgeting
TWITTER: -In the initial few
rounds did not allocate much
budget. Most of the posts were
Organic. Few posts were given
$5-$12
-Towards the end, when could
command a decent number of
Impressions, did bid between
$1-$5 on days like Mondays,
Tuesdays and Saturdays. While
on Wednesday and Thursday,
the bidding ranged between
$5-$12
PINTEREST: -In the initial few
rounds did not allocate much
budget. Most of the posts were
Organic. However, more
promoted posts as compared to
Twitter. Few posts were given $5-
$12
-Towards the end, when could
command a decent number of
Impressions, did bid between $5-
$10 on days like Mondays,
Tuesdays and Saturdays. While on
Wednesday and Thursday, the
bidding ranged between $10-$20
or up to $25

12. Selection of Valuable Pre-Created Content
A picture speaks a thousand words and it helps to attract the attention
of prospective customers immediately.
It stands out among various other content.
It tells everything even which are missed in narrative.
Video, Image and Holiday Image are the top 3 posts which contributed
most of the Total Engagements. Pictures of the products also did well. 4
videos were purchased.
Relevant pre-created content which showcased Buhi logo was chosen.

13. Content for Social Media Posts
More millennials use Instagram, Pinterest and Twitter as compared to
Facebook. Millennials are mostly active on these platforms as per the
Digital trends reported in the year 2017 in the US market. That is why
these platforms have performed well.
Tried to build an effective sales funnel for the millennial crowd.
Focussed on educating my prospective customers why my BUHI bag
is the best possible option for them specifically during travel for work
or vacation. Sample this: A new Audience Name was created and it
included all kinds of travel plans including Urban, Rural, Work,
Meetings among others!

14. Content for Social Media Posts
Turned BUHI into a helpful resource for all categories.
Communicated with prospective customers with all kinds of content.
Did not focus only on ads or only organic or only
educational/engagement oriented posts. There has to be a mix of
everything. AWARE –EDUCATE-SELL-A three pronged strategy
worked.
Wrote copies in the way millennials communicate: SELL, SELL,
SELL! Would not work with them. Tapped into the existing private
conversations with personas to spread the word.

15. Content for Social Media Posts
Whatever appeals to that generation was kept in mind while planning
the content.
Talked about features and attributes as young crowd give
importance to those aspects. Sample this post:
“Dudes go packed like this! Watch this 30 seconds coastal video which
follows a dog named Bailey and his journey. The video is high on emotions
and will tug at your heartstrings. It has many moments of delightful canine j
oy and goes beyond clichés. #travel #trip #BuhiBags #backpack
#backpacking #vacation #exploring #daypack #daytrip #sightseeing
#inspiration #BuhiBags #style #comfort #style #fashion #instagram #tweet
#pin #LinkedIn.”
This above content was posted on Twitter handle @ $6 on Mon 4 Dec
at 10:00 AM. Coastal View Video was chosen. Audience name was
Travel and age group was 18-55. Interests: travel,travel broad,urban,
rural, backpack, style, comfort, convenience, how to pack, vacation,
meetings, outdoors,outings,camping boating, fishing. Revenue is $999.

16. Content for Social Media Posts
Talked about their unique pain problems and how BUHI can help
them solve it.
They don’t know what to wear for a Halloween Party and what kind
of bags to carry to keep the goodies? Showed them what bags can
solve their purpose.
They want to go for vacation but might not know which bags to be
carried for camping, trekking or for other fun activities?
Pet their ego especially on Saturdays and Sundays.
Sales pitch was short and sweet and few pitches were indirect!
Sample this:
Twitter Mon 11 Dec 9:33 AM all 13-70 Advertisement
"Red is a colour that is associated with war power strength determination as well as
passion, desire, and love. We have a red obsession at Buhi for sure and especially during
Christmas month!#BuhiBags #style #comfort #style #fashion #instagram #tweet #pin
#LinkedIn" Non-Promo $0.00 79,901 1,420 592 4,173 5.22%
$0.00 228 Revenue $9935.00

17. Health Days Awareness Content
Twitter Wed 18 Oct 1:00 PM all 13-70 Image
1 in 4 women, at some time in their life are referred to breast clinic. Any symptoms should
never be ignored. Breast cancer is a very curable disease if diagnosed early. #BUHI follows
your HEALTH! #BuhiMessenger #BuhiBreast Cancer Awareness Month.. Promo $0.00
3,320 61 25 76 2.29% $0.00 16 $652.00
Twitter Tue 17 Oct 11:00 AM all 13-70 Image: Physical activity can reduce breast cancer
mortality by about 40%.#Buhi #Fitness Tips #BuhiBreast Cancer Awareness Month.
#ANewDay #ANewBeginning #ANewHabit. Promo $0.00 4,969 106 80 132 2.66% $0.00 12
$497.00
Pinterest Sun 22 Oct 1:00 PM all 13-70 Image “I fought it boldly with my family members
and a best doctor around me. My husband was like my shadow. He accompanied me to the
hospital every time I went for the treatment. But I will never share my own story of beating
breast cancer with my only son. I don’t want to make him weak. I don't want him to feel
sorry for me. I don’t want cancer to define my motherhood. I decided to walk with my head
above the storm. But whenever a point where I got tired, my doctor counselled as an angel.”
#Life #Hair#BUHISALUTESCANCERSURVIVORS #Love #Look #Pretty #Smile #Amazing
Family #MYSTORY Promo $0.00 20,069 1,207 986 140 0.70% $0.00 12 $489.00

18. Planning of Posts
Contents with Consumer Engagement theme like Live Contests, & Weekend Discount Sale also
generated Revenue. Sample this Twitter post:
Twitter Tue 24 Oct 5:00 PM travel all 18-45 travel,travel
abroad,urban,rural,backpack,style,comfort,convenience,how o
pack,vacation,meetings,outdoors,outings,camping boating,fishing Image Knowing is
Winning! Send us the name of this Great manmade structure as shown in this
Picture. Early Bird winners will get Travel Bag worth $100 from #BuhiBags. Post
the entries at the Weekly Contest section on our website www.Buhibags.com.
Promo $0.00 11,379 247 224 318 2.79% $0.00 11 $433.00
Having a set of targetted ads, conversation with interesting pictures and having a set of engaging,
timely and topical organic posts as well give decent ROI.
Pinterest Mon 27 Nov 2:00 PM backpack sale female 13-55
backpack,fashion,convenience,essentials,univeristy,exploring,vacation,sightseeing,urba
n,work,meeting,business,country,hiking,daypack,outings,day trip Video Check out a
#Buhi fan roaming around the streets of Los Angeles! Buhi bags spreads
happiness. Customer satisfaction is seen through the happiness of this Buhi
lover! Grab a drink and check out this 2 minute video. If the video inspires you,
log onto buhibags.com and buy a travel bag today only at a special discount
offered @Cyber Monday Sale. #Buhihappiness #Buhibags #Bestbags. Promo
$7.00 17,513 838 788 98 0.56% $0.07 4 $415.00

19. Planning of Posts
Suggested customers new things to do in upcoming fun events
like Festivals: Halloween in round 5, Christmas and New Year,
Black Friday and Weekend Adventure (Like trip to Los
Angeles). How to be perfect during Halloween party worked
well. Highlighted how new products can benefit customers in
these upcoming fun events Sample this:
Instagram Tue 21 Nov 7:00 AM Bag purchase all 13-55
ssentials,backpack,vacation,sightseeing,travel,urban,best
bags,abroad,luggage,style,sports,daypack,tourism,online bag shopping,shopping
Advertisement BLACK FRIDAY SALE! Buhi brings to you it's Black Friday Super
Sale from today! Choose from a variety of bags such as #totes, #pouches, #travel
friendly #backpacks and more. Check it out! #BlackFridaySale #Buhi #travel
#office offers. Buy best#Buhi bags only at www.buhibags.com. Hurry up! Promo
$152.00 1,59,887 7,261 958 1,196 0.75% $0.13 83 $3320.00

20. • It helped to take informed decisions. At times to take corrective measures if
the earlier decisions were found to be ineffective or not as per the outlined
plans. FB: No of posts in Round 1 were 34. It was reduced to 15 in round
19.
• CPC did well because of lower and cautious bidding. Tried to connect with
all the personas. New followers did well as people got engaged with the
content.
• Responded to customers well by analysing the data and metrics: Kept on
asking for more details to analyse if their concerns were genuine in nature.
And took adequate corrective measures.
• Targeted different market segments once metrics was analysed.
Analyses of Data, Metrics, and Results

21. Round 1: Planned to write engaging content for both organic and
inorganic campaigns. Aim was to achieve decent impressions.
Round 3: Most impressions and clicks were garnered by posts,
including –Call to Action for Sales and traffic to Buhi website, Ads
of Free Shipping, Video, Holiday Image, Giveaway contest
Organic posts in Twitter and Pinterest worked. Most effective posts
in terms of driving conversions were Halloween Sale, Free Shipping
Ad, Holiday Images, Videos. The platform which got most
impressions was Instagram.
Optimised Campaigns for Conversions

22. Round 5: In Round-5, every day 8pm and 9pm messages at Twitter and
Pinterest worked; Early Morning Motivational Messages have given the
maximum Revenue from Instagram, followed by Facebook & Pinterest. People
Outdoors With Product; People Indoors With Product; Just Product Outdoors
and Seasonal Advertisement With Product and Person worked in round 5.
Followed the strategy for motivational quotes till end!
Round 7: It is interesting to note that 61 per cent of the revenue has come from
organic posting in Pinterest and Twitter followed by other platforms. Mostly
images of people with the bag or just of the bag did well. Time of the day that
the posts have done really well are between 8 am to 9pm ; for Pinterest, tried
2am to 4am and few of the posts worked well.
Round 13 onwards: Focussed campaigns - targeted to a particular group.
Added more information and quotes or some other content which my target
group would be interested in. For example something on travel, Christmas and
Buhi Annual Sale.
Optimised Campaigns for Conversions

23. LESSONS FROM EACH PLATFORM
• Instagram- Max 4 posts work and that too towards the morning
hours say 6 am, 7am, 8am, 9am and 11am slot.
• Facebook - Only promoted posts work in Facebook. Only one
post works along with video. All 8am messages gave decent
revenue! Weekend early morning posts did not work as people
were out with their BUHI bags or were sleeping!
•
MAJOR LEARNING: As No. of Posts increased, revenue has
decreased drastically in Facebook & Instagram while increased
in Twitter &Pinterest.

24. • Twitter – Posted regularly to get some traction. Introduced new
slots on Twitter from 5am till 8am which was never experimented
till round 9. It worked well!
• Pinterest - In 2017 this platform was growing in leaps and
bounds and Buhi did well in 2016 as per the social media reports.
Allocated more dollars and sales increased.
• Twitter and Pinterest, Together: Gave revenue from organic as
well as paid posts; posts were made keeping in mind the editorial
calendar.
•
LESSONS FROM EACH PLATFORM

25. Which
days
worked in
favour of
Buhi for
social
media
marketing
Facebook Thursday followed by Friday and
Monday
Twitter Saturday followed by Monday &
Thursday
Instagram Thursday, Saturday and then
Monday
Pinterest Thursday followed by Monday
and Tuesday
LinkedIn Tuesday followed by Monday and
Wednesday
Youtube Thursday followed by Wednesday
and Tuesday
List of the best day(s) of the week to post
on each platform
platform

26. Results of all Metrics Day-Wise
Facebook: ROI on Friday, Monday
and Sunday was 24%
Instagram: Friday and Saturday ROI was
54%. While on Sunday it was 51% and
Monday, it was 48%

27. Results of all Metrics Day-Wise
Twitter: ROI on Saturday 394%
Friday- 376%, Tuesday- 277% and Sunday- 236%
Pinterest: ROI on Saturday 124%
Friday- 88%, Tuesday- 87% and Sunday-
77%

28. Posts with Video Work
Platforms Cost Impressions Engagements Shares Clicks CTR CPC Conversions Revenue ROI
FB with video 3013.00 2258171.00 14185.00 16388.00 17743.00 1.07 22.12 749.00 71504.00 24
Insta with
video
7382.00 24940356.00 962083.00 178425.00 88430.00 0.74 27.09 3636.00 284357.00 39
Twitter with
video
1758.00 7644911.00 132660.00 120724.00 171929.00 10.44 5.40 8422.00 605622.00 344
Pin with video 2479.00 11592808.00 572291.00 547295.00 66784.00 2.71 17.36 3317.00 233616.00 94

29. Organic/Inorganic Posts
Platforms Cost Impressions Engagements Shares Clicks CTR CPC Conversions Revenue ROI
FB Organic 0.00 1837143.00 9573.00 18370.00 9771.00 1.04 0.00 518.00 18949
FB Paid 7012.00 3718345.00 27542.00 31851.00 38010.00 2.51 46.63 1884.00 114050 16.265
Insta Organic 0.00 15533440.00 678012.00 116333.00 69092.00 1.11 0.00 3306.00 135878
Insta Pid 7331.00 22544187.00 960407.00 202534.00 96088.00 1.21 49.09 4285.00 208463 28.436
Twitter Organic 0.00 11849723.00 235855.00 201860.00 338106.00 45.22 0.00 18111.00 887571
Twitter Paid 5856.00 6726489.00 129180.00 116079.00 178305.00 18.09 48.95 9319.00 501235 85.593
Pin Organic 0.00 17999682.00 1030484.00 934852.00 133173.00 11.12 0.00 8010.00 360404
Pin Paid 8881.00 13958834.00 749142.00 743570.00 94393.00 5.35 120.93 5308.00 270214 30.426

30. List the best time(s) of day to post
for each platform.
Platforms Cost Impressions Engagements Shares Clicks CTR CPC Conversions Revenue ROI
FB 6AM-9AM 3793.00 3170623.00 24170.00 27258.00 32607.00 1.36 15.94 2116.00 116959.00 31
FB 6PM-9PM 32.00 148513.00 330.00 1117.00 453.00 0.18 0.82 2.00 8.00 0
Insta 6AM-9AM 7669.00 40563601.00 1744454.00 295456.00 199987.00 0.89 10.80 11522.00 548772.00 72
Insta 6PM-9PM 422.00 1111004.00 50194.00 8169.00 5430.00 0.22 3.67 143.00 5855.00 14
Twitter 6AM-
9AM
648.00 1092876.00 20939.00 17292.00 32818.00 3.00 2.25 1886.00 90212.00 139
Twitter6PM-9PM 754.00 2658452.00 52322.00 46009.00 73412.00 11.52 11.98 3833.00 188796.00 250
Pin 6AM-9AM 2194.00 8068116.00 468115.00 421451.00 58453.00 2.36 13.85 3418.00 161851.00 74
Pin 6PM-9PM 1283.00 3951363.00 222509.00 214896.00 27789.00 2.90 27.72 1662.00 74368.00 58

31. Its Confirmed Now What Sells BUHI!

32. • Enjoyed the simulation.
• Real hands-on learning experience.
• Liked the available resources.
• When started experimenting actually had fun learning. Penalised
couple of times too.
Observations