Digital Marketing Capstone Project Amazon Kindle CRM Digital Campaign

1. Think Kindle
Alexa Swann
Julia Simonetti
Karen Ning
Lauren Joffe
Think Efficiency
You’ve got a lot to do,
Kindle’s got a lot to offer

2. Brand and Value Proposition
● Who We Are - Brand Image
● Value
 Information hub for kindle users
 Designed as a virtual Kindle user guide for college students
● Mission
 Value communication & feedback channel
 Two-way interaction with our audience
● Provide quality tutorial content to present value of efficiency
● Active listener
Friends of Amazon Kindle

3. Facebook Page www.facebook.com/thinkkindle

4. Twitter Account www.twitter.com/thinkkindle

5. ● Video Campaign
● Kindle Features
Video Tutorial
● Playlist
Reduce search frictions
● Descriptions
Drive traffic to other channels
www.youtube.com/thinkkindle
YouTube Channel

6. YouTube Channels & Analytics
Traffic Sources of YouTube Videos

7. Sprout Social
Performance Management

8. Facebook Insights
● Fan base demographics:
84% Female vs. 16% Male
● Age groups
76% in 18-24 vs. 8% in 25-34

9. Awareness Survey
● Got background on general knowledge
about eBooks
● Asked relevant questions relating to
Kindle usage
● Incentives provided through offering $25
gift card
● 46% of survey takers said they would be
willing to convert to an eBook

10. Challenges with Implementation
● Periodically publish quality content to engage
target audience through multi-channels
● Align brand voice & image over multi-channels
● Timing of publishing posts
● Engaging contents & dialogues
● Clear call-to-action

11. Conclusion: Reflections on Campaign
● Refine Objectives & Targets of campaign plan
 Digital Platforms
 Content marketing
 Survey design
 Other digital marketing tools,
i.e. email marketing
● Budget time & resource allocation
 Time vs. Quality

12. Q & A
Thank you