Background
Currently, Sho Fairy is a brand new company. With our recent launch, we have begun our social media campaign. However, because we are just beginning, we will need to create a plan for how to approach each of the social media outlets that we are selecting for our use. This is because each outlet has a unique value to offer us. The platforms that we will be using are:
- Website
- YouTube
Objectives
In order to keep our team focused on our goals at hand for the overall success of our social media campaign, we must outline objectives for each social media outlet. This will help us monitor our progress and track if we have met our standards.
Website
Primary objective:
- Increase website traffic by 20% by May 1, 2020
Secondary objective:
- To increase online sales by 15% by May 1, 2020
Primary objective:
- Increase awareness of the brand by 25% by May 1, 2020
Secondary objective:
- To improve brand sentiment by 15% by May 1, 2020
Primary objective:
- Increase followers by 25% by May 1, 2020
Secondary objective :
- To increase engagement by 15% by May 1, 2020
Primary objective:
- Increase followers by 25% by May 1, 2020
Secondary objective :
- To increase engagement by 15% by May 1, 2020
YouTube
Primary objective:
- Increase subscribers by 20% by May 1, 2020
Secondary objective :
- To increase brand engagement by 15% by May 1, 2020
Key Performance Indicators
Key performance indicators are what help measure the success of the company’s objectives. Each social media platform will require a different set of indicators due to the differences that exist between them.
Website KPI’s:
- Visits
- Bounce rate
- Time spent on website
Facebook KPI’s:
- Followers
- Likes
- Comments
- Shares
- Click through rate to links provided
Instagram KPI’s:
- Followers
- Likes
- Comments
- Shares
- Click through rate to links provided
Twitter KPI’S:
- Followers
- Likes
- Responses
- Retweets
- Click through rate to links provided
YouTube KPI’S:
- Subscribers
- Views
- Comments
- Shares
- Click through rate to links provided
Platforms
There are three main outlets that we will be focusing on as we begin our social media work. Each of these powerful mediums have been selected due to the fact that each offer valuable assets that will help us to grow our audience and gain brand awareness which are two essential parts of growing a new business.
First, Facebook is very important for the team at Sho Fairy to use because it is the most popular social media network. This means that most people use this site which is critical for our goal of exposing as many people as possible with our brand. Secondly, it is used by a wide variety of different demographics making it easier than ever to target whichever group of people you need to. Next, this platform continues to grow and develop with the times which are valuable to us due to the fact that the world of social media is constantly growing and changing. Another reason as to why this platform has been selected, is that users spend a lot time on this site. Therefore, this means that people will have many chances to come into contact with our brand and our advertisements. Similarly, this outlet is great for highly targeted advertising. It allows brands to target groups of people based on location, age, gender, likes, dislikes, and behaviors. Furthermore, Facebook makes it easy to track the success of your advertisements which is important when managing your return on investment. We can also use this to create our own page to spread our content to the audience. Sho Fairy can also join other pages and groups, to join those who have similar interests in our products and service. Doing so will help spread the word about our brand on Facebook. We will post:
- Blogs
- Advertisements
- Short videos
- Other forms of content
Instagram will also be used as a business account because of the value it can bring to new business. One reason as to why this source will greatly benefit us is that it has many different features to use to spread your content. For instance, you can use many different diverse media tools to better connect with and engage your audience like:
- Stories
- Live videos
- Posting
- Commenting
- Sharing
- Direct messaging
- Links to your website
This outlet is also great because it really allows the brand to display its content in a variety of beautiful and visual styles. This gives the user a lot of creative freedom when deciding how it wants its content to look. It is also a great place to build connections with your audience by connecting with them in the comments sections of posts. Furthermore, by providing a call to action in our bio section, we can post a link that will direct users back to our website. Also, this app is ever-growing, however, making advertisements is very easy. By using hashtags, we can ensure our content is both visible and searchable. Plus, tracking on the site is manageable due to its business settings. This allows brands to track the progress of advertisements to determine if any changes must be made.
Youtube
This is the last channel that we will be heavily focusing on. We selected this platform because:
- It has an extremely high reach because it is both a search engine and social network
- Influences consumer purchasing behavior
- Easy to track with its provided advertising tracking system to manage return on investment
- Easy to target specific groups and audiences
- Has a lot of advertising option
- Relatively low advertising prices when compared to other networks like Facebook
- Will be a great tool for us at Sho Fairy to make our own page to post content
- Also a great tool for our influencers to spread the word about our brand
Platform Strategies
Here, we will be posting a variety of content like short videos, pictures, blogs, and short stories about the brand. We will post to the site daily in order to spread awareness about the brand. In order to attract followers, we will engage in other Facebook groups who are similar to us. In addition, we will target customers based on their demographics and psychographics to push them to our page. We will use the comment section to further engage with the community and customers. We will also use the Facebook live streaming feature to connect with the people on a deeper level to show them more about Sho Fairy and the products. The tone of our posting will be:
- Fun
- Creative
- Informational
We will focus the content that we will post on this site on eye-catching pictures, graphic designs, 15 second videos, live videos, and carousel image posts. Here, it is important to grab the viewer’s attention as they are likely scrolling quickly through content. Our content will include, fun quotes that relate to our brand, questions that encourage viewers to comment below, photos of our products, photos of things our brand likes and is represented by. Our content will even provide links to different products, our blogs, and website. On this site, we will be posting daily while we work to gain the momentum that we need to increase our following base. To attract followers, we will:
- Post engaging and creative content
- Respond quickly to all customer comments
- Interact with out influencers to help them post and spread the word about the brand
- Follow people who have similar interests in us
- Use hashtags to make our content visible and searchable
We will also be using the platform native features like basic photo and video posting. We will also use the live video and story features as well. On instagram stories, you can post fun videos, pictures, take polls, ask questions, and further engage with the public. This is great because it provides another fun way to engage with users. The tone of our instagram posts will be fun, edgy, attention-grabbing, informational, and modern.
Youtube
On this site, we will focus on our efforts on educating and exposing the public on a deeper level with our products and brand. Here, we will be posting longer 10 to 12 minute videos on our personal channel. These videos will talk about:
- What our brand stands for
- Our products
- Show new style
- Lifestyle tips with our products
- Fashion tips with our products
We will be posting videos on this site at least three times a week in order to increase our brands awareness. We will attract subscribers by using our influencers who have a large amount of followers to gain attention. We will also create a high-quality professional page, and respond to every comment. By focusing on quality over quantity we can develop the best videos we can. The tone of these videos will be fun, informational and professional.
Micro-Content
On Facebook, the first piece of micro-content that we will use is a developed from our pillar content which is a new mini blog series. This will be created by our lead copywriter who will introduce our brand to the network in a concise and brief manner. It will be short stories about our brand, what we do, how we can help them, and our products. Each post will be accompanied with a graphic that our graphic design team will create specifically for the story. Because Facebook is not the place for lengthy articles these posts will be short to simply grab the reader’s attention and inform them. These posts will all be approved by our social media team, and supervisor to ensure they help us reach our big picture plan.
Our next pillar content that we will adapt for micro-content on Instagram is a carousel picture campaign that will show off our new products and our Sho Fairy team. Our graphic design team will curate each series of photos carefully for each post. This will allow our viewers to see multiple options of our products quickly and easily. Our social media team and supervisor will also approve the images and posts before they are sent out. This carousel format is a big trend taking over instagram, so it will be important to capitalize on this. Furthermore, our lead copywriter will also be writing the fun and attention-grabbing captions for each of the posts. This way we can ensure to the best of our ability that we are maximizing the public’s interest.
Youtube will be used to transform our final piece of pillar content in micro-content. Here, we will be posting a series of videos that will give a deeper look into our brand, products, and team. This will help build a connection with the public. Our video coordinator will lead this project, the graphic design team will oversee the editing, and our lead copywriter will be writing up a script for what each video will contain. This will also be approved by our social media team and supervisor before posting.
Kimberly Verduzco Digital Strategy 