Group #10 was tasked with developing a social media marketing plan to increase traffic and sales for Boxed. Their proposed campaign strategy included three phases focused on organic content, promotional advertisements, and partnering with local influencers. Their experience strategy suggested sharing positive customer stories, educational content, and contests. Their media plan centered on creating partnerships with local influencers through YouTube videos, customer loyalty programs, and encouraging user-generated content through incentives.
This is a presentation I gave at an Infectious Media breakfast briefing on the challenges and opportunities for ecommerce personalisation.
The content is related to roundtable sessions at Econsultancy's Digital Cream which discussed the challenges businesses faces when planning and implementing personalisation projects. The key learning is that many businesses are paralysed by perceived complexity, unable to prioritise work or generate a clear ROI model.
The key learning in this presentation is that by starting small and using existing data you can make quick wins with ecommerce personalisation and then create a roadmap to plan for the long-term and increase the sophistication.
Thanks
James
This is an overview of the products/services available from Sunrise Promotions, Inc. If a customer or employee acquisition and retention program is what you need, look no further. We're here for you if you need new clients, happy customers & productive employees. www.1spi.com
This Direct/Interactive Marketing Proposal was developed for IMC 616 - Direct Marketing at West Virginia University.
This proposal was designed with the objectives to increase carryout business without decreasing delivery business, and to increase the amount of orders being placed through the Domino's mobile app. The proposal focuses on the following target audiences: (1) 18-24 population (2) Households with children (3) Young Professionals and (4) Groupon members.
This is a presentation I gave at an Infectious Media breakfast briefing on the challenges and opportunities for ecommerce personalisation.
The content is related to roundtable sessions at Econsultancy's Digital Cream which discussed the challenges businesses faces when planning and implementing personalisation projects. The key learning is that many businesses are paralysed by perceived complexity, unable to prioritise work or generate a clear ROI model.
The key learning in this presentation is that by starting small and using existing data you can make quick wins with ecommerce personalisation and then create a roadmap to plan for the long-term and increase the sophistication.
Thanks
James
This is an overview of the products/services available from Sunrise Promotions, Inc. If a customer or employee acquisition and retention program is what you need, look no further. We're here for you if you need new clients, happy customers & productive employees. www.1spi.com
This Direct/Interactive Marketing Proposal was developed for IMC 616 - Direct Marketing at West Virginia University.
This proposal was designed with the objectives to increase carryout business without decreasing delivery business, and to increase the amount of orders being placed through the Domino's mobile app. The proposal focuses on the following target audiences: (1) 18-24 population (2) Households with children (3) Young Professionals and (4) Groupon members.
My Great Recipes Presentation - Team The ToastersSolveo
Presentation from the Solveo challenge: How will we make ‘My Great Recipes’ the leader of the digital recipe search, save and sharing space in the US market?
Facebook Platform & Ad Offering OverviewNadia James
Educated LinkedIn's EMEA Sales Organization (Marketing, Talent & Sales Solutions) on alternative social media and digital offerings within the market. Objective of the training was to support sellers in practicing consultative selling.
Is Word Of Mouth Marketing Really Worth It?Rustin Banks
Marketers believe word-of-mouth has an impact on business from increasing brand awareness to driving sales. But proving the return on investment might be a mystery to some marketers.
Mark Selmi Marketing Plan - Avanti Media - Mark Selmi, Marketing ConsultantMARK SELMI
Quest Nutrition strategic marketing plan - Mark Selmi
Avanti Media - Mark Selmi marketing consulting
I have been fortunate enough to achieve invaluable experience as a Chief Marketing Officer at a prestigious legislative law firm that brought cases before the Supreme Court & catered to an elite clientele, a CMO at a successful, mission-driven, marketing agency & as a Vice President of Marketing at an innovative eCommerce company.
I create unique branding value, while delivering a collaborative, supportive leadership style that mentors & develops team members to achieve their full potential. I am experienced in creating inspired digital strategic marketing & business development plans that leverage deep consumer insights that add value & connect with the customer on a deep, personal level that reflects their core ethical & cultural values.
I am skilled in the ability to address a comprehensive spectrum of marketing challenges, while striking the correct balance between creativity, strategy & execution. Extensive skill-sets in strategic planning, business development, lead generation, website design & conversion insight, SEO, SEM, SMM, all social media management, custom APP & chatbot development, remarketing & OTT ads, Native & display ads, newsletter campaigns, written content, earned media placement, video production, photography & editing.
I also have expertise in public relations & communication with a media list of over 300 reporters from every major national publication, TV & radio network - From the New York Times, to the Wall Street Journal & Washington Post, to all of the major networks. I've placed my clients on magazine covers, secured featured stories in the AP, to creating custom podcasts & webinars which helped bolster their reputation as authoritative thought leaders.
Achieving The ‘Triple Win’ - Exploring New Ways For Non-Profits & Busine...Jay Ziskrout
Webinar hosted by FirstGiving, delivered by Jay Ziskrout and Leslie Myers of Charitable Checkout (http://charitablecheckout.com).
The predominant archetype of the nonprofit-business relationship has typically centered on nonprofits asking for economic and/or in-kind support, in exchange for corporate bragging points.
It’s time to re-engineer this stale model. There needs to be an evolved approach that more completely, and measurably, aligns the objectives of both nonprofits and business.
Incentivizing both giving and spending
Being better at giving credit where credit is due
Using digital media to generate positive reinforcement for donors and consumers
Why ‘Win-Win’ is not enough and how to create ‘Win’ for the public as well
Click It! Tactics and Trends in Online, Digital and Social Media for Membership.
In this data-rich presentation, you’ll hear from Museum colleagues and experts in membership and development about how to create multi-channel campaigns that engage, educate, and excite! Learn how to layer appeals, special promotions, or acquisition and renewals using email, social media, retargeting and focused online advertising. Experts in the digital marketing arena and membership professionals will share stats, experiences and results.
Dana Hines, President and CEO, Membership Consultants
Rosie Siemer, Principal, fiveseed, Inc.
NCET Tech Bite | Allegra Demerjian, Social Media Ads | Aug 2016Dave Archer
Allegra Demerjian, Digital Director at the Abbi Agency, explains social media advertising and discusses the nuances of advertising on each outlet. Allegra also covers:
Different formats of social media advertising across outlets (Facebook, Twitter, Instagram, Pinterest, YouTube, LinkedIn)
The basics of creating ads through these platforms
Goals you can achieve through social media ads
Hitting the right target on your advertising audience
Insider tips on getting the most out of your budget on each outlet
Examples of good and bad ads on each outlet
This presentation provides enough information to know what types of ads are available through social media and how you can use them to boost your business.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
3. Introduction
“Boxed delivers the
products you love in bulk,
for the best prices.”
OUR CLIENT:OUR MISSION:
Develop an actionable
social media marketing
plan that will increase
traffic and sales.
4. Situation Analysis: Strengths
• Products moderately priced…in line with competitors (lower pricing on some items, higher on some items)
• Offers additional benefits over competitors …(Mostly) free shipping, no membership fee option
• Product selection known for high quality items
• Leading edge e-commerce system, solid supply chain, & digital warehouse fulfillment capabilities
• Well-respected private label brand positioned for continued growth (Prince & Spring)
5. Situation Analysis: Weaknesses
• Limited product selection, leads to customers finishing their shopping elsewhere
• Minimum order requirement
• Requires additional purchase from grocery or wholesale store for perishable grocery items
• Premium vs Regular memberships may generate customer confusion & negative sentiment
6. Situation Analysis: Opportunities
• Consumers driving toward omnichannel demand
• Increase on horizon for online shopping…70% of
consumers will shop online in 5-7 yrs
• Pervasive online shopping across generational and
socioeconomic consumer segments
• Most retailers “not ready” for digital people, processes,
& technology
• Opportunity to expand on concept of “curated”
products
• Leverage digital shopper insights to proactively refine
products available
• Grocery retailers struggling to seamlessly
integrate online and brick-and-mortar
channels
• Regional Brick-and-mortar grocery stores
struggling and some closing
• Aggregate income skewed more toward top
(oppty to focus on upper end of income
spectrum)
7. Situation Analysis: Threats
• Increase in competition as more grocery and big box stores offer pickup for online orders
• Omnichannel competitors (Brick & Mortar + Online presence)
• Upscale experience offerings at grocery stores (ex: wine tastings & cooking classes)
• Shrinking middle class (from 62% middle class households in 1970 to 43% middle class in 2014)
9. Target Audience Overview
Target Audience
1) Millennials
2) Affluent Families (targeted focus on Moms)
Geographic Segmentation Washington D.C. & Suburbs – 30 miles radius
Income Segmentation
Households with Income $200,000 and Over (10.08% of target area fit in this bracket)
Households with Income $150,000 to $199,999 :(4.78% of target area fit in his bracket)
Psychographic segmentation
Modern Millennial Moms & Dads with little time
Early AdapterTech Savvy Millennials
Influential Socialite Moms that OnlyWant the Best
Homebody that never goes to Store
10. Persona #1
Helene A, 31
About Helene :
• Managing Director of a large
financial firm worth 1.3 trillion
• Living with husband and 4-yr old
son
• Lives in high-rise
• Has been in the role for 3 years
• Annual income $185,000
She is a transformation leader and a
risk taker
• Likes to communicate via
WhatsApp,Text and email.
• Reads and listens technology
innovation books (audio)
How Helene finds vendors
• Trusts referrals from her friends
and family
• Word of mouth
• Attracts toWhatsApp messages
on vendors from friends
Why she buys from us
• Quick delivery
• Digitalized experience to
complete the transaction in few
steps
• Price
• Recommendations from experts
What she doesn’t like :
• Costco’s large quantity packs
• Amazon’s expensive price
11. Persona #2
LaDeitra C, 28
About LaDeitra :
• CEO of a Startup company worth of $30
mn.
• Has been in the role for 5 years
• Annual income is above $200,000
• Family – living with husband, 5 –year
old son and 2 year old daughter
• Involved in social organizations and
parenting groups
She is an innovator and a risk taker
• Likes to communicate viaText
and emails
• Reads management books
How LaDietra finds vendors
• Word of mouth
• Promotional emails with good
deals
Why she buys from us
• Quick delivery
• Price
• Recommendations from experts
• Bundle office supplies with food
supplies
What she doesn’t like :
• Costco’s large quantity packs
• Delay delivery and cancelling
orders by the vendor
13. Campaign Strategy
MARKETING OBJECTIVES
• Drive Brand Awareness
• Optimize search engine marketing to drive brand awareness and improve organic search result
occurrence by 65%
• Create Connections & Engage with theTarget Audience
• Increase Facebook, Instagram, &Twitter interactions (likes, shares, posts, comments) by 300%
• Attract New Customers
• Improve reach by 45% and attract new customers by partnering with local influencers (Mommy bloggers)
14. Campaign Strategy Execution
Phase I
30 days
Phase II
60 days
Phase III
90 days
Organic Content Reach Create an account with Biz Sugar to share,
curate, and interact with online
communities and with LinkedIn Publishing
to begin publishing on platform for
targeted audience.To increase website
visibility and website traffic.
• Review data on community votes
• Review website traffic
• Review data on community
votes
• Review website traffic
Facebook #inspire with CEOChieh Huang to
generate large amount of followers.
• Review “likes” and shared posts
• Review shared interactions
PromotionalAdvertisement Begin Share entries promotional ads: photo
contest of the “#BOXEDexperience” Invite
customers to share their stories on the
activities they did with their families
instead of shopping at Costco or similar
stores in return for coupons and
promotions.
Share entries: photo contest of the
“#BOXEDexperience” begins.
Announcement of contest
winners of Share entries: photo
contest of the
“#BOXEDexperience” ends.
DIYVideos Begin Live DIY videos promotional ads:
offering users surprise offers and prizes;
prompting users to follow the Boxed page
more closely.
• Review “likes” and shared posts
• Review shared interactions
Ongoing endeavors Partnering with Local Influencers (mommy
bloggers) and Customer Loyalty Programs:
to generate large amount of followers and
brand awareness throughWOM tactics.
• Review “likes” and shared posts
• Review shared interactions
• Review “likes” and shared
posts
• Review shared interactions
15. Experience Strategy
● Invite customers to share their positive experience shopping with Boxed on social media in the form of videos &
photos in return for Boxed promotions & deals.
● Create a video series about what customers can do with the time they save shopping with Boxed. “The 2 hrs
you spent shopping you could have…” Invite customers to share their stories on the activities they did with their
kids instead of shopping at Costco in return for Boxed deals and gifts.
● Setup an ongoing contest series that invites people to share their worst shopping experience ever while going
out shopping.This can include things like bad traffic, long lines, and parking. Setup a poll or vote so Social
Media users can vote on who had the worst experience. Boxed can offer a prize to the top 5 winners so they are
‘righting the wrongs’ of these victims of shopping.Create hashtags to go with the contest posts that use the
Boxed company name so the contest is associated with Boxed.
● Share more educational and informational posts across all social media platforms that is family orientated. Use
more external links so Boxed doesn’t come off as too self-centered & self-promotional. Share 80%
informational, educational, and entertainment material while reducing self-promotional ads to 20%. Use real
pictures with great graphics on all ads. Ditch current over-animated ads. Current ads are too commercial like.
● Share more Social Responsibility related posts and stories.The ‘Boxed Wedding’ video in 2017 was a huge success. 87%
of Americans will purchase a product because a company advocated for an issue they cared about.
● Share more inspirational interviews by the CEO Chieh Huang. Entrepreneurs on social media are generating large
followings. Some of the top posts for 2018 for Boxed, have been interviews with Chieh Huang. His success story has a lot
of value and can be used to generate content for Boxed.
● Increase the amount of Quiz, Puzzle,Trivia, Prize, & Giveaway posts across all social media platforms.These
types of posts made up 7 out of 10 top posts for Boxed on Facebook in 2018. In fact, these 7 posts made up over
50% of Boxed’s total interactions on Facebook for the entire year of 2018 according to our own analysis of
Boxed’s Facebook page. Fun social media games generate entertainment value to users. Everyone loves a prize
and the data shows it.
● Use more live videos to surprise and engage social media users. People who tune into live videos would be
offered promotions and deals that only live viewers would be eligible for.This would prompt users to follow the
Boxed page more closely to catch the surprise offers and prizes.
Social Community Zone
Social Publishing Zone
Social Entertainment Zone
16. Media Plan
Create a partnership with local influencers to boost sales and customer trust
Create successful campaigns through use of customer loyalty programs, DYI videos, user-
generated content (UGC).
Action Plan for SuccessfulCampaigns:
-YouTube channel: DYI videos using local influencer(s)
-Customers loyalty program: Stakeholders being offered incentives (gifts or discounts) for
customer referrals
-UGC: Customers/Fans creatively posting photos/videos of Boxed company products
-UGC Incentives: special discounts; giveaway contests, etc.
Action Plan for local influencers:
- Influencer Salary: Set up compensation plan; flat rate with possible commission payment
- InfluencerAdvertisement: Complimentary products from company; to personalize company bra
- InfluencerGiveaways: Product Giveaways to promote customer trust and loyalty
Vehicles for local influencers:
-Facebook: PaidAds (average cost: .27 cents per click)
-Earned Media: BizSugar (online community) and LinkedIn Publishing ( publishing platform) (free
service)
17. Sample of Promoted Posts
Boxed vs Costco
Sample of Promoted Posts
Boxed vs HelloFresh
19. Evaluation Plan
Current analysis using web analytics websites & own evaluation of Boxed Facebook page
1) Average interaction per Boxed Facebook post in 2018 is 78.3. With top 15 posts from 2018 removed, average
interaction per post drops off to 29.5
2) Average sharing of 2018 Boxed Facebook posts was 6.8 shares per post. 28.1% of 2018 Facebook posts had 0
shares. 72.7% of posts had less than 5 shares.
3)There were 565,588 search visits between August & October 2018. 49.75% Organic and 50.25% Paid.
4)Total website visits for August through October 2018 is 3.676 million. 3:56 average page visit time. 6.06 pages
viewed per visit average.
5) Boxed’s Facebook page had a fan growth of 103,520 followers through out 2018. Boxed’s Instagram page had a
fan growth of 5,200 throughout 2018. Boxed’s Twitter page lost 23,740 follower throughout 2018.
6) 65,000 social visits for August through October 2018. 84.97% of all social visits came from Facebook.
20. References
Davis, J. (6, September, 2017). 7Tools to HelpAmplifyYour Organic Content Reach. Social MediaToday. Retrieved by:
https://www.socialmediatoday.com/marketing/7-tools-help-amplify-your-organic-content-reach
Kecsmar. Z. (13, September, 2016). 5Ways to PromoteYour Products on Facebook. Social Media Examiner. Retrieved by:
https://www.socialmediaexaminer.com/5-ways-to-promote-your-products-on-facebook/
Social Baker. (2018). Analytics of Boxed vsCostco promoted posts and organic interactions. Retrieved by:
https://suite.socialbakers.com/601913/analytics/fb/overview?v-demo=1&c-d1=last-30&c-t1=0&c-t2=0&c-t3=0&c-t6=1&c-
t4=0&c-t11=d&c-t5=0&items=12561641
Tuten,T. L., & Solomon, M. R. (2018). Social Media Marketing: 3rd Edition. LosAngeles: Sage Publications Ltd.
Editor's Notes
-Career Mom On-the-go
Social Community
Facebook
Sharing content
Campaign Hashtag
Facebook Live Video
DIY videos
Social Community
Facebook
Sharing content
Campaign Hashtag
Facebook Live Video
DIY videos
Social Publishing
Organic Content Reach
Bizsugar
LinkedIn Publishing
Social Commerce
Product Reviews & Recommendations
Buy Buttons on Facebook
Customize shop product specificity: Organic base products
Define and cater to a high niche market which is under served.
Create customer loyalty plans.
Develop more organic content