Curio Lighting, Social Media Strategy

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This document outlines the digital strategy for a company including audience personas, channels, voice, and resources. The primary audience is established customers, with secondary audiences of design and tech professionals and tertiary of aspiring customers. Personas are defined for each group. Key channels include LinkedIn, Twitter, Facebook, Instagram, Tumblr, Vine and Pinterest. The tone across channels varies from educational to silly depending on the audience and platform. Resources are provided for social media demographic data and creating effective content.

Marketing

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

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

1. DIGITAL 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:

6. TWITTER YOUTUBE INSTAGRAM TUMBLR VINE LINKED IN SILLY TONE SMART TONE PINTEREST FACEBOOK ESTABLISHED CUSTOMER ASPIRING CUSTOMER

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

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