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#BePixelReady Social Media Marketing Proposal for an action camera retail start-up(The Pixel Store) with limited funds. Started off as a college brief but was eventually executed in real-life and increased social media presence for The Pixel Store. All images are used for presentation purposes and they belong to their respective owners.
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Smm presentation print
- 4. as a business selling GoPro camera accessories. BACKGROUND
- 6. BACKGROUND and have since grown to be a trustworthy brand selling camera accessories and action cameras in Singapore.
- 8. COMPETITORS Only Gopro Singapore Buy in Box Singapore
- 11. FACEBOOK FAN BASE PIXELSTORE 361 BUY IN BOX SINGAPORE 518 ONLY GOPRO SINGAPORE 5,206
- 13. CAROUSELL FOLLOWERS PIXELSTORE 1,665 FOLLOWERS ONLY GOPRO SINGAPORE 1,009 FOLLOWERS
- 14. CAROUSELL REVIEWS PIXELSTORE 12 REVIEWS (11 POSITIVE, 1 NEUTRAL) ONLY GOPRO SINGAPORE 35 REVIEWS (34 POSITIVE, 1 NEUTRAL) 0 5 10 15 20 25 30 35
- 15. CURRENT SITUATION PIXELSTORE (no shopping cart) Only Gopro Singapore (with shopping cart)
- 17. STRENGTH LARGER BASE OF FOLLOWERS IN CAROUSELL S.W.O.T ANALYSIS
- 18. WEAKNESS • LOWEST ENGAGEMENT RATE • LOWEST LIKES IN FACEBOOK S.W.O.T ANALYSIS
- 19. OPPORTUNITIES • TARGET AUDIENCE ARE USING OTHER SOCIAL MEDIA PLATFORMS • TARGET AUDIENCE MORE RECEPTIVE TO NATIVE CONTENT S.W.O.T ANALYSIS
- 20. THREATS • TARGET AUDIENCES ARE HAVING MORE ONLINE OPTIONS • COMPETITORS GAINING MORE ENGAGEMENT RATE S.W.O.T ANALYSIS
- 25. CORPORATE WEBSITE INCREASE NEW USERS TO 50PER MONTH OBJECTIVES
- 29. ADVENTUROUS
- 32. YOU
- 33. YOU ONLY
- 34. YOU ONLY LIVE
- 37. TIMELINE: 3MONTHS (JAN 2016 – MAR 2016) CAMPAIGN STRATEGY
- 39. SOCIAL MEDIA PLATFORM USED: • CAROUSELL • FACEBOOK • INSTAGRAM • CORPORATE WEBSITE CAMPAIGN STRATEGY
- 40. WEEKLY UPDATES ON SOCIAL MEDIA • LOCALISED NATIVE NON-NATIVE CONTENT • GIVEAWAYS AND PARTICIPATION EVENTS CAMPAIGN STRATEGY
- 42. CAMPAIGN TIMELINE WEEK 1 WEEK 2 WEEK 3 WEEK 4 WEEK 5 WEEK 6 WEEK 7 WEEK 8 WEEK 9 WEEK 10 WEEK 11 WEEK 12 JANUARY 2016 FEBRUARY 2016 MARCH 2016 WEEKLY POSTS 1 NATIVE, 1 NON-NATIVE ON AVERAGE CONTRIBUTORS’ EVENT HASHTAG EVENT SEM FACEBOOK SPONSORED POSTS EFFECTIVENESS ASSESSMENT CHINESE NEW YEAR EVENT GIVEAWAYS AUCTIONS
- 43. MAIN FOCUS 1.RAISE AWARENESS THROUGH IMPACTFUL 3 MONTHS SOCIAL MEDIA MARKETING CAMPAIGN CAMPAIGN STRATEGY
- 44. MAIN FOCUS 2. ENGAGE ONLINE COMMUNITY BUILD BRAND LOYALTY CAMPAIGN STRATEGY
- 45. SOCIAL MEDIA PLATFORMS USAGE CONTENT CAMPAIGN STRATEGY
- 47. CAROUSELL • EXISTING PLATFORM • NATIVE CONTENT (20%) - CONTEST FOR “LIKES” - AUCTION - CROSS-LINKING WITH FACEBOOK CAMPAIGN STRATEGY
- 48. FACEBOOK • EXISTING PLATFORM • NATIVE CONTENT (80%) - AUCTION - LIFESTYLE TIPS - FEATURED LOCALISED PHOTOGRAPHS VIDEO CLIPS (E.G. 360° VIDEO) CAMPAIGN STRATEGY
- 50. FACEBOOK • NON-NATIVE CONTENT (20%) - SEASONAL/HOLIDAY PROMOTIONS - PRODUCT HIGHLIGHTS - PRODUCT EXPERIMENTAL CLIPS - SPONSORED POSTS CAMPAIGN STRATEGY
- 52. INSTAGRAM • NEW PLATFORM • NATIVE CONTENT (80%) • SEASONAL/HOLIDAY PROMOTIONS • PHOTOGRAPH/VIDEO CLIPS SHOT USING THE PRODUCTS - FUN EXTREME ACTIONS - ARTISTIC 2 X 2 GRID PHOTOGRAPHS CAMPAIGN STRATEGY
- 54. INSTAGRAM • HASH-TAGS = ATTITUDE - #BEPIXELREADY • PHOTOGRAPH CONTESTS GAMES • SPONSOR PRODUCT TO POTENTIAL INFLUENCERS – E.G. BACKPACKERS, WAKEBOARDERS, CYCLISTS, ETC. CAMPAIGN STRATEGY
- 56. CNY CAMPAIGN • CREATIVE PHOTO CONTEST - CONTEST TO ENGAGE CONSUMERS - SEASONAL PROMOTION - GIVEAWAY TO ENTICE PEOPLE TO JOIN AND SHARE WITH THEIR FRIENDS CHINESE NEW YEAR CAMPAIGN
- 57. CORPORATE WEBSITE • SEM - RELEVANT WORD MATCH (GOPRO, ACTION, CAMERA SELFIE, SPORTS, EXTREME, SINGAPORE, DIVING, HIKING) - IMPROVE DISPLAY URL - ADD SITE LINKS • OWN DOMAIN NAME • E-COMMERCE • MOBILE-FRIENDLY • LANDING PAGE • CROSS LINKING AMONG SOCIAL MEDIA PLATFORMS CAMPAIGN STRATEGY
- 60. BUDGET: S$6,000 SEM: S$ 1,820 (= S$ 20 * 91 DAYS) FACEBOOK SPONSORED POSTS: S$ 637 (= S$ 7 * 91 DAYS) WEEKLY EVENT PRIZES: S$ 1,200 (= S$ 100 * 12 WEEKS) CNY ANG POW EVENT: S$ 1,000 CORPORATE WEBSITE REVAMPING: S$ 1,200 ESTIMATED TOTAL COST: S$ 5,857 CAMPAIGN BUDGET
- 61. WHAT’S NEXT? PHASE 2 OF CAMPAIGN ….. PHASE 2
- 62. • STRENGTHEN BUSINESS RELATIONSHIP WITH CUSTOMERS • INCREASE NUMBER OF GOOD REVIEWS • INCREASE MARKET SHARE • INCREASE ONLINE SALES • IMPROVE PROFITABILITY VISION PHASE 2
- 63. STRATEGIES FOR PHASE 2 •CARRY OUT SURVEY TO LEARN CUSTOMERS’ NEEDS AND ASPIRATIONS •ENHANCE AFTER SALES SERVICE TO CUSTOMERS •ORGANISE WORKSHOPS FOR INTEREST GROUPS •DEVELOP MOBILE APP IN LINE WITH LIFESTYLE TRENDS •TRY TO BUILD STRATEGIC PARTNERSHIP WITH GOPRO PHASE 2