Social media optimization campaign assignment

1. Craft-A-Vision, Inc.
Rhonda Potts
rpotts1225@fullsail.edu
Cell: (727) 422-3337
http://craftavision.com

2. What we do….
Cra$-A-Vision is a one-stop
shop for custom created
paper cra$ing video content.
We create high quality
videos for paper cra$
companies to use as content
on their websites and/or
social media sites, or for
other promoAons. Available
on an as needed basis, or
through subscripAon.

3. Target Market
Paper cra$ing companies
that sell products used in
paper cra$ing.
Will sell online, brick and
mortar, or at trade shows, or
any combinaAon of those.
Currently uses various forms
of social media, such as
FaceBook, YouTube,
Instagram, and Pinterest.

4. •Demographics
• Late 40’s - mid 60’s
• Male and female
• Some college
• $50,000+
• Full time job (in addition)
!
• Buying Habits
• Travels to vendor fairs on
weekends
• At shows 12 - 15 times a year
• Only sells products at vendor
fairs
• No web presence
• No physical storefront
• Makes and packages product in
home
• Psychographics
• Not technologically savvy
• Prefers face to face contact
• Enjoys customer interaction
• Business is a fun hobby
!
!
• Content & Messaging
• Increase sales online to allow for larger show participation
• Focus on reaching more customers via internet
• Use increased revenues to attend shows in other countries
• Conversion goal = videos purchased as needed as
promotion for shows, increasing to monthly subscription of
one per month
Customer Persona #1
Planet Rubber Rubber Stamps

5. • Demographics
• Late 30’s - mid 60’s
• Male and female
• Some college college
grads
• $80,000+
• Longtime business
owners
!
• Buying Habits
• Sells products in brick
and mortar, at vendor
fairs, and online
• Designs and
manufactures product line
• Has various product lines
• Invests in website and
internet advertising
• Psychographics
• Relies solely on internet advertising/sales
• E-mail blasts frequently
• Interacts with customers via social media
• Trying to build business
• Seeking new customer types
!
• Content & Messaging
• Emphasize video content is interactive
• Increase customer loyalty
• Conversion goal = monthly subscription of two videos per
month
Customer Persona #2
Paper Memories

6. •Demographics
• Late 20’s - mid 40’s
• Male and female
• College grads
• $30,000+
• New business owners
!
• Buying Habits
• Sells products online
only
• Purchases products
at wholesale
• Sells variety of
brands
• No physical
storefront
• Psychographics
• Looking to expand into other areas of paper crafting
• Seeking to expand to send product world wide
• Determined to technologically current
!
• Content & Messaging
• Emphasize reach of video content via the web
• Use video content to introduce new products
• Conversion goal = monthly subscription of weekly videos
Customer Persona #3
The Paper Pirate

7. Primary Goal
The primary goal of the social
media campaign is to
promote Cra$-A-Vision’s
appearance at the Cra$ &
Hobby AssociaAon (CHA)
Trade Show. The CHA trade
show is where those
associated with the cra$
industry, such as
manufacturers, designers,
and retailers, can see the
latest products and trends.

8. The CHA MEGA Show is the only
place to conduct a year's worth of
business in FIVE days and be part
of the largest global creative arts
marketplace in North America! -
http://www.chamegashow.org/
attendees/why-attend
Goal Components
Increase awareness among paper
cra$ing businesses.
!
Using social media to promote the
appearance of Cra$-A-Vision at
CHA will encourage companies to
visit the booth to acquire more
informaAon about the services.
CHA is the best place to reach the
most vendors face-to-face.
PromoAng the appearance early
will ensure that Cra$-A-Vision
doesn’t get lost in the crowd at the
trade show.

9. Call To Action
Primary
Sign up to aRend free
demonstraAon at CHA
trade show
!
Secondary
PosAng reviews about
services on social media
sites

10. Social Media Channels
FaceBook
!
!
!
SlideShare
!
YouTube

11. Metrics
DemonstraAon sign ups -
The goal of appearing at CHA trade show is to increase
businesses awareness of Cra$-A-Vision’s services. The
free demonstraAon gives the client a close up look at
what we offer.
!
Shares -
The secondary call to acAon is reviews, therefore when
clients share the social media content, they are essenAally
giving Cra$-A-Vision a thumbs up, using social approval.

12. Social Media Channels
!
• Twitter
• Vimeo
• Pinterest
!
Content (examples on following slides)
!
• Twitter - marketing news, personal observations
• Vimeo - sample work from company
• Pinterest - sample work from company
!
Followers
!
• Twitter - 2,253
(Account is actually Mike Edgell, VP/Video Director)
• Vimeo - 1 follower
• Pinterest - 1 follower
!
Follower Engagement
!
• Twitter - Marketing tweets are retweeted and liked more often then personal tweets
• Vimeo - Engagement non-existent
• Pinterest - Engagement non-existent
Competitor #1
76 Brand Films
Social Media Channels

13. Competitor #1
76 Brand Films
Social Media Content Examples - TwiRer

14. Competitor #1
76 Brand Films
Social Media Content Examples - Vimeo

15. Competitor #1
76 Brand Films
Social Media Content Examples - Pinterest

16. Social Media Channels
!
• Twitter
• Facebook
!
Content (examples on following slides)
!
• Twitter - company events, successes
• Facebook - samples of work, company news
!
Followers
!
• Twitter - 105
• Facebook - 316
!
Follower Engagement
!
• Twitter - few, mostly no, retweets or likes
• Facebook - average of 2 - 5 likes, almost no shares
Competitor #2
Produc2on For The People
Social Media Channels

17. Competitor #2
Produc2on For The People
Social Media Content Examples - TwiRer

18. Successful Social Media
Campaign Examples
!
Facebook
Proctor & Gamble (Always) - Like A Girl
The ALS AssociaAon - Ice Bucket Challenge
!
Slideshare
The Content King's Crown
The Rise of Social Media Video MarkeAng
!
YouTube
Dove Real Beauty Campaign
Old Spice Guy

19. Facebook - Example #1
Proctor & Gamble (Always)
Like A Girl
Company needed to gain
aRenAon of millennial girls
Turned the phrase “like a
girl” into a powerful
message
People being videoed
interpreAng the phrase “like
a girl”
Generated global
awareness, achieved more
then 85 million global views

20. Facebook - Example #2
The ALS AssociaAon
Ice Bucket Challenge
Raised awareness for ALS
(also known as Lou Gehrig’s
disease)
Made personal through
people challenging other
pacific people to parAcipate
People were filmed dumping
a bucket of ice water over
their heads
Millions of dollars were
raised for the ALS AssociaAon

21. Slideshare - Example #1
The Content King's Crown
Where to begin with
video content
How to know if video
content is working
See what works and
what does not with
video content

22. Slideshare - Example #2
The Rise of Social Media
Video MarkeAng
Using video on major
social media plaborms
Learn differences
between the plaborms
Learn about market
shi$s
Importance of content
markeAng using video

23. YouTube - Example #1
Dove Real Beauty Campaign
Helped to increase
female confidence
Increased sales from
$2.5 billion to $4 billion
Raised awareness about
how females view
themselves

24. YouTube - Example #2
Old Spice Guy
Ad aimed at women who
buy products for male
friends/family members
Intended to persuade
women to stop buying their
men’s toiletry products
Used YouTube as a way to
engage with consumers
Raised brand awareness
with younger consumers

25. Social Media Campaign Plan
Facebook
Video content posted twice a week, as well
as daily posts related to vendors that will be
at CHA
Video content tells story of how the
company came to be and how they came to
parAcipate in CHA
Call to acAon is a link underneath the video,
which will take the viewer to the company
website to learn more.
#roadtocha
#ourstorycav

26. Social Media Campaign Plan
Slideshare
Slide presentaAon posted once a week
Slide presentaAon will showcase work/
campaigns for previous clients
Call to acAon will is a link on the final slide
where the viewer can sign up for a free
demo at CHA, or a free webinar
#videocontent
#cavwebinar
!

27. Social Media Campaign Plan
YouTube
Video content posted twice a week
Video content will extoll the benefits of
using video content, in a fun parody
Call to acAon will is a link to sign up for the
monthly newsleRer
#cavvideo
#gotvideocontent
!

28. Cross Promotion
!
!
!
!
!
!
Like and follow us on Facebook to
see what we are up to at the studio!
(Insert link)
Head over to slideshare, for details on
how content video works.
(Insert link)
Click here to see our YouTube
channel and see how video content
has helped previous customers.
(Insert link)

29. Social Media Influencers
!
!
Gary Vaynerchuk
Social media guru
Speak to the benefits of video content using
Cra$-A-Vision on his social media accounts
Compensate by helping to promote his
books on CAV’s social media plaborms
!
Tim Holtz
Paper cra$ celebrity
Use Cra$-A-Vision exclusively to
film his video content
No charge to film his video content
with his endorsement
!
!

30. Editorial Calendar
Weeks 1 & 2

31. Editorial Calendar
Weeks 3 & 4

32. Post:
Our Humble Beginnings
Cra$-A-Vision was born as result of the realizaAon that while paper cra$
companies could create amazing things using paper, ink, and other media.
However, their video content (if they had any at all) was where their
creaAvity took a nose dive.
The founders of CAV sought to help the paper cra$ industry move into
the technical age, by offering video content services.
!
Cra$-A-Vision is a one-stop shop for custom created paper cra$ing video
content. CreaAng high quality videos for companies to use as content on
their websites and/or social media sites, or for other promoAons.
Services are available on an as needed basis, or through subscripAon.
!
By offering this service, paper cra$ companies are able to get back to
what they do best, while leaving the showcasing of their video content in
the hands of professional videographers.
!
#ourstorycav
Content
Facebook - #1
Sample Post

33. Audience Alignment:
This post speaks specifically to paper cra$ing companies,
informing them of why and how Cra$-A-Vision would like to
help them develop video content.
Goal Alignment:
This post is intended to give readers a glimpse into how and
why the company began, in an aRempt to connect with them
on a personal level. ConnecAng with the audience in a
personal way will help to raise brand awareness.
Content
Facebook - #1
Audience and Goal Alignment

34. Post:
Spotlight: Stampers Anonymous EssenAals
Stampers Anonymous offers a variety of paper cra$ing delights,
in the way of paper, stamps, ink, and tools. However, Stampers
Anonymous is widely known for being the pseudo home of arAst
Tim Holtz, who is known for his distressed and grunge style in
paper cra$ing.
Most popular are his stamp images, which offer unique, and
vintage out-of-the-box designs. Running a close second in
popularity is his Distressed line of mediums, which can be ink,
markers, and paint.
Tim Holtz and Stampers Anonymous are o$en hand in hand
when it comes to the altered art area element of paper cra$ing.
Being able to watch Tim Holtz in acAon is a rare treat, luckily,
Cra$-A-Vision helps bring him into every cra$ room and she
cave, through video content.
Content
Facebook - #2
Sample Post

35. Audience Alignment:
This post shares some background on one of CAV’s current clients,
and what they are known for. It aims to reach out to paper cra$ing
companies who sell similar products.
Goal Alignment:
This post shares about how one paper cra$ company is known for
specific product lines and personaliAes, and how Cra$-A-Vision can
help bring the paper cra$ing company into cra$ing studios through
their video content producAon, thereby increasing brand
awareness.
Content
Facebook - #2
Audience and Goal Alignment

36. Post:
How video content is
born
A look into what goes
into the process of
creaAng and developing
video content, from
start to finish.
Content
Slideshare - #1
Sample Post

37. Audience Alignment:
This slide presentaAon is directed at paper cra$ companies
that are seeking to increase their website traffic, and
eventually their revenue.
Goal Alignment:
The slide presentaAon gives an overview as to the process
that is used to create, develop and publish video content. This
offers the client a level of comfort meant to encourage them
to use video content as a means of reaching more customers.
Content
Slideshare - #1
Audience and Goal Alignment

38. Post:
Rubber CoRage: Video
Content Campaign Plan
A slide presentaAon
detailing the video
content campaign of a
current client.
Content
Slideshare - #2
Sample Post

39. Audience Alignment:
This slide presentaAon is directed at paper cra$ companies that
have an interest in uAlizing video content, and are curious to see
what that campaign looks like.
Goal Alignment:
The slide presentaAon shares the campaign plan of an actual client,
that is similar to the potenAal client who is viewing it. It shows the
potenAal client what CAV can do to develop video content
specifically for that client to help increase brand awareness.
Content
Slideshare - #2
Audience and Goal Alignment

40. Post:
Got Video Content?
A video in parody form
speaking of what a
business’ website
would be like with and
without video content.
Content
YouTube - #1
Sample Post

41. Audience Alignment:
This video is aimed at paper cra$ing companies that are
looking to increase brand awareness, by making their content
more intriguing.
Goal Alignment:
This video shares how content can be made more interesAng
by being made into video content. Video content is a way to
raise brand awareness, as users are consuming more
interacAve content.
Content
YouTube - #1
Audience and Goal Alignment

42. Post:
CAV Customer - Repeat
Impressions - Teaser Video
Content
A video snippet of the video
content that was created for
client Repeat Impressions,
as well as the client
speaking to some of the
results that have occurred
from uAlizing video content.
Content
YouTube - #2
Sample Post

43. Audience Alignment:
This video is for potenAal clients of Cra$-A-Vision, who would
like to see a sample of a previous client’s video content.
Goal Alignment:
This video snippet is content from a current Cra$-A-Vision
client, and showcases the end result of created video
content, along with feedback from the client as to the success
of the video content.
Content
YouTube - #2
Audience and Goal Alignment

44. Amplification Strategies
Focus on customer reviews/feedback/comments
!
Re-purpose content – in order for it to fit the source,
medium and user in a beRer way. (Everhart, 2014)
!
Partner with influencers, such as Tim Holtz, or other
paper cra$ arAst to do exclusive video content

45. Budget
Facebook & YouTube
$300 ($10/day - 30 calendar days)
$450 ($15/day - 30 calendar days)

46. Estimated Audience Size
Facebook
$300 ($10/day - 30 calendar days)

47. Sample Ad
Facebook

48. Sample Ad
YouTube

49. Braiker, B. (2014, August 14). The 'Ice Bucket Challenge': A case study in viral markeAng gold.
Retrieved April 17, 2016, from hRp://digiday.com/brands/ice-bucket-challenge-case-study-viral-
markeAng-success/
hRp://www.dandad.org/en/d-ad-old-spice-case-study-digital-markeAng/
hRps://www.entrepreneur.com/arAcle/233207
Everhart, E. (2014, April 11). How To Repurpose Content Without Looking Like A Total Jerk.
Retrieved April 26, 2016, from hRp://searchengineland.com/repurpose-content-without-
looking-like-total-jerk-188656
hRp://www.makeuseof.com/tag/10-viral-video-ad-campaigns/
hRp://www.newsgeneraAon.com/2014/04/11/pr-case-study-dove-real-beauty/
Sloane, G. (2015, June 15). Here Are the 12 Best Facebook MarkeAng Campaigns From the Past
Year. Retrieved April 18, 2016, from hRp://www.adweek.com/news/technology/here-are-12-
best-facebook-markeAng-campaigns-last-year-165332
hRp://www.slideshare.net/pardot/pardot-elevate-2012-video-the-content-kings-crown?
qid=9420e6b9-017f-4625-88b7-67c809aea787&v=&b=&from_search=16
hRp://theinspiraAonroom.com/daily/2014/always-like-a-girl/
References

50. References
Images
!
hRp://blog.michaels.com/blog/q-Am-holtz
hRp://www.businessinsider.com/gary-vaynerchuks-morning-rouAne-2015-3
hRp://www.chamegashow.org
hRp://www.ems-events.co.uk/what-we-do/filming-video-ediAng
hRp://www.geisheker.com/category/slideshare/
hRp://louiescarclinic.net/lcc/customer-reviews.html
hRps://plus.google.com/+Processweaveracademy/posts/1vmRtVrTLXW
hRp://theinspiraAonroom.com/daily/2014/always-like-a-girl/
hRp://www.theverge.com/2013/8/29/4671362/youtube-brand-new-logo-design
hRp://warframe.wikia.com/wiki/File:Facebook-logo-icon-vectorcopy-big_copy.png
hRp://www.usatoday.com/story/news/naAon-now/2014/08/18/ice-bucket-challenge-
celebriAes/14224359/
hRps://www.youtube.com/watch?v=DsXbtg8AdvA
hRps://www.youtube.com/watch?v=HBfH-PiYm0k