Limacol aims to expand its digital media presence across multiple platforms to better engage customers in its key markets. It currently has a Facebook page but is not active on other major platforms. The summary proposes: 1) Increasing Limacol's Facebook following to 20,000 and being more engaged through contests and customer testimonials. 2) Creating a Twitter account to build a "cool" brand image and engage 2,500 followers through hashtags and customer spotlights. 3) Developing a YouTube channel to share fun videos that promote connectivity and gain more views/subscribers. 4) Using SMS to provide customers discounts and coupons to increase sales and loyalty.

1. DIGITAL MEDIA

2. LIMACOL Target Markets
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India
USA
Trinidad & Tobago
Jamaica
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St. Lucia
St Vincent
Guyana
Barbados

3. DIGITAL MEDIA
WHY USE DIGITAL MEDIA FOR LIMACOL
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Easier communication with diverse customers in several
regions and territories
More cost effective means of using “Adaptation Marketing
Strategies” in different countries
The ability to provide a unique destination for like-minded
consumers who will interact with each other and develop
advocacy
Adaption to the Lifestream Age – consumer generated
content, mobiles, wifi, digital cameras
Anytime, Anywhere marketing – 24/7 Access (including
potential of a 24 hour focus group for development)
Growth in Social Media
• Twitter has over 500 million users worldwide
• Facebook has over 1 billion users worldwide

4. DIGITAL MEDIA
We’ll
How We ll Use It
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Actively solicit feedback and opinions from consumers on the
products and utilization in their everyday world
Provide easy access to information including purchasing
opportunities
Convert customers into well-informed advocates, and consumers
into new customers
Build brand awareness and influence the perception of the
brand
Build Ease of use, Frequency & Efficiency in customer Service
Link online contests to traditional media through events and
deals
Similar creative used for traditional media will be used for
online Banners, Ads & Posters
Share information on how Limacol can be purchased online
Use online catalogs to share information
Integrate the service offerings across platforms & countries

5. INTERNET USERS IN LIMACOL MARKETS
Country
Caribbean
Region
Barbados
Jamaica
St. Lucia
St Vincent and
the Grenadines
Trinidad and
Tobago
India
USA
Guyana
Population
(2012)
Facebook
Internet Users (2012) Penetration Rate Subscribers (2012)
Penetration
Rate
41,565,815
278,550
2,889,187
161,557
13,480,693
92,328
1,581,100
142,900
32.4%
33.1%
54.7%
88.5%
6,674,100
121,620
673,860
57,180
16.1%
43.7%
23.3%
35.4%
103,869
76,000
73.2%
36,740
35.4%
1,222,505
650,611
53.2%
441,240
36.1%
1,205,073,612
137,000,000
11.4%
62,713,680
5.2%
313,847,465
245,203,319
78.1%
166,029,240
52.9%
744,768
225,593
30.3%
124,100
16.7%

6. Analysis Caribbean Population –
Limacol Markets
41,565,81
5
Internet Users = 34% of the Caribbean
Population
Facebook Users = 16% of the Population
13,480,69
3
6,674,100
Population (2012)
Internet Users
(2012)
Country
Caribbean Region
Limacol Markets (Caribbean)
Percentages
Facebook
Subscribers (2012)
Almost 50% of Internet Users
in Limacol Caribbean Markets
are on Facebook. Assumption
made – Others are split among
other popular Social Media
Platforms.
Population (2012)
Internet Users (2012) Facebook Users (2012)
41,565,815
13,480,693
6,674,100
4,277,600
2,768,532
1,454,740
13%
21%
22%

7. Analysis Limacol Markets –
Internet Users
St.
Lucia, 161,557
St Vincent and
the
Grenadines, 10
3,869
Jamaica, 2,889
,187
Trinidad and
Tobago, 1,222,
505
Guyana, 744,76
8
Barbados, 278,
550
USA, 313,847,4
65
Country
Barbados
Jamaica
St. Lucia
St Vincent and the Grenadines
Trinidad and Tobago
Guyana
India
USA
Internet Penetration
278,550
2,889,187
161,557
103,869
1,222,505
744,768
1,205,073,612
313,847,465
216,3
70,502,1 ,aidnI

8. Analysis Limacol Markets
– Facebook Users
St Vincent
and the
Grenadines, 3
6,740
India, 62,713
,680
Barbados, 121 Jamaica, 673,
860
,620
Caribbean
St.
Trinidad and
Region, 6,674 Lucia, 57,180
Tobago, 441,2
,100
40
Guyana, 124,1
00
Country
Barbados
Jamaica
St. Lucia
St Vincent and
the Grenadines
Trinidad and
Tobago
Guyana
India
Facebook Subscribers (2012)
121,620
673,860
57,180
36,740
441,240
124,100
62,713,680

9. LIMACOL DIGITAL HEALTH
Facebook has 2,136 Likes, last posting December
24th, 2012 – Page started since 2009.
Limacol Currently does not have
Instagram
Pinterest
A Youtube account
A Twitter account

10. DIGITAL MEDIA
Proposed Tools & Platforms To Be Used
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Social Networking – Facebook (Improve Management &
Strategy)
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Microblog – Twitter
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Peer to Peer Sharing – YouTube
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SMS/QR Codes – Coupons & Discounts
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Website Development
Blog
Mobile website with full functionality

11. DIGITAL STRATEGY
“SHARE
SHARE” THE FEELING CONSUMERS GET FROM USING
SHARE
“ACTIVITIES,
ACTIVITIES,
LIMACOL
THROUGH
ACTIVITIES
THAT
CREATE
EVANGELISM & ADVOCACY RESULTING IN A VIRAL & SOCIAL
BUZZ

12. Digital Media
Social Networking – Facebook
Target:
Target: Increase facebook LIKES to 20,000 by the end of 2013
Strategy:
Strategy: Utilize facebook to increase connectivity
Tactics:
Tactics:
• Introduce the “Sample the Limacol Experience” – A running Ad
that when you click on it you can receive a Limacol sample
• Give consumers a reason to become a fan – Include interactive
banners & design a quick link poster that leads to discounts and
coupon codes under a reward system.
• Be Cool – Limacol inititive on facebook to tap into the younger
generation market ---consumers get incentivized to tag their
friends and share their pictures if they catch them doing
something cool
• Create Tabs that leads to a mini site for each country within
facebook that allows clients to access Limacol product
information
• Share videos created from Youtube Channel

13. Digital Media
Microblog – Twitter
Twitter Summary: No Twitter Site
Target: Create Page & increase FOLLOWERS to 2,500 by end of 2013
Strategy: Utilize Twitter as Cool page for Limacol
Tactics: Limacol Experience – Set up different hashtags that
include “fresh” and “cool” this will used each time Limacol
posts. Encourage followers to use these hashtags when they
talking about Limacol.
customers.
Spotlight customers We’ll increase loyalty and retention by
focussing attention on customers’ testimonials ---sharing and
asking them to share their experience on twitter. Create other
Twitter accounts for specific followers. These will be focussed
on specific topics such as service, news etc.

14. Digital Media
YOU
PEER – TO- PEER YOUTUBE
Youtube Summary: No Youtube Account
Target:
Target: Increase number of views and subscribers in relation to
video uploads.
Strategy: Make YouTube Channel Account a “Cool & Connected” space
Strategy:
Tactics:
Tactics:
• Create Short “There are easier ways to stay Cool” video clips
about 20sec.
• Create Short “Fresh” video clips about 20sec. With search
scenarios that link to communities & connectivity - (Also
clips taken from any main TVC)
• Client Testimonial videos –Ask customers to share before and
after experiences
• Link Youtube page to Facebook page to run contests and redeem
prizes while allowing clients to participate in uploads

15. DIGITAL MEDIA
SMS COUPONS & DISCOUNTS
Target:
Target:
Increased Usability & Sales based on rewards
Strategy: Use SMS to build relationships and amplify customer
service
Tactics:
Send customers mobile codes and coupons via texts that can be
redeemed at different outlets for cash offer or free products
BLOG
A Blog will enable Limacol to have its own branded social platform.
It will act as a unique destination for like-minded consumers and the
Limacol brand to interact with each other and develop advocacy. It
can be a fully integrated blog, including discussion forums, social
networking, photo/video galleries, Facebook integration, & RSS feeds.
It will enable ongoing two-way dialogue with loyal customers and
actively solicit feedback and opinions a 24-hour focus group.
Competitions can be included as a rewards-based points system, in
which points can be exchanged for rewards (such as product
samples, VIP access to events, and gift cards), thus strengthening
the consumer's relationship with your brand.

16. DIGITAL MEDIA
WEBSITE DEVELOPMENT (WILL BE OUTSOURCED)
we propose developing a premium website with:
Enhanced Website - videos, photos and special offers
SEO (Search Engine Optimization) Friendly Web Pages & URL Structure
SEO (Search Engine Optimization) Friendly Content with Ongoing Updates
Local Search Submissions (Google, Yahoo, Bing)
Online Contact Form
Built for Future eCommerce Integration
Built-In Blog
Unlimited Branded Email Accounts
Reporting - Google Analytics, Web Analyzer
Hosting Set Up and Installation
Domain Renewal/Registration
Link –Email, Facebook, Twitter & Youtube
Ongoing Additional Content Updates

17. DIGITAL MEDIA
MOBILE WEBSITE WITH FULL FUNCTIONALITY:
Use the Mobile site as an alternative information portal
to the website, so clients and prospects can have access
anytime, anywhere.
Convert current website content to mobile friendly
information – in particular useful tools such as
Catalog, product uses, suppliers.
PARTNERING
Advertise on Directory sites and Partner to offer sales
bundles across sites such as
sams247.com, westindianshop.com. Leverage reviews and
shares on sites such as reviewstream.com.
Copyright Stacy-Ann Duhaney

18. Digital Media Budget