The document discusses Kleenex's social media campaign to revitalize its brand and engage more users online. It notes that currently Kleenex has far fewer Facebook likes than its competitor Puffs. The proposed campaign would allocate startup budget to a blog, Facebook, Twitter, Google, YouTube, and user engagement initiatives. Success would be measured by analytics tracking keywords, social media mentions and shares, website traffic sources and time spent on pages. The goal is for the new campaign to better connect with users and grow Kleenex's online presence.

1. A Tissue On A Mission…Jessica McDonaldMSU New Media Drivers LicenseSpring 2011Kleenex: A Social Media Campaign

2. …To Revitalize

3. NO TwitterNO BlogNO YouTubeThe FacebookFaceoff:Puffs:Likes: 70,502Kleenex:Likes: 23,384

4. Kleenex Brand name ≠ Engagement

5. …To Connect

6. …To Learn

7. Rain or shine……we must respond to everyone.

8. …To GrowStartup budget allocation:-Blog: 25%-Facebook: 20%-Twitter: 20%-Google: 15%-YouTube: 10%-Engagement (giveaway): 10%

9. …To SucceedMetrics:-Use Google analytics to track keywords-#Kleenex hashtag, @mentions, re-tweets-Facebook likes and shares-Blog connected to website and Facebook, success with pageviews, time spent on page and comments-Page view traffic, sources and time spent on pages

10. Current campaignNew campaign