The document outlines a social media marketing strategy for Converse to increase brand preference and market share among young generations. The strategy includes setting up an official Converse blog to communicate with fans, launching a Converse YouTube channel to promote videos, and optimizing search engine results through keywords and content. The target market is Generation Y users who are active on social media. Metrics like blog engagement, YouTube followers and traffic, and Google Analytics will track the strategy's success. The $200,000 budget is allocated across these social media initiatives over a one-year timeline.