Hoopla DigitalSOCIAL MEDIA STRATEGY

Business Objectives

u Expand into a new market segments by targeting both parent and child on their social media platforms of choice

u Enrich digital media collection with new content

u Increase average digital downloads per user

Content Audit

u Twitter

u 18.7k tweets, 6.5k followers, 2.4k following

u Facebook – same content as Twitter

u 40k follows, 40k followers

u Pinterest

u 1k followers, 300 following

Persona - Gregory

u Demographicsu 13 years old, 8th grade, financially

disadvantaged

u Needsu Improve reading skillsu Free, fast access to new booksu Low data-usage when possible

u Commonly used technologyu School computeru iPadu Phone w/limited functionality

Gregory’s Preferred Channels

Sample Calendar for Gregory

Hoopla Digital - Social Media Content Calendar - June 7 - June 14June 7 June 8 June 9 June 10 June 11 June 12 June 13SnapChat - 12-year-old boysHow does Lebron James Get his head in the game?

He reads Hunger Games.

Get your head in the game.

Ready for a volcanic Armageddon catastrophe to start your summer?

We gotcha covered.

Dystopia got you down?

Funny is on the way.

Feeling a little hollow after 7 hours of SnapChat?

Fill up on this.

Black Panther?

Yeah. We thought so.

Serial killers.

Not just for moms sitting on the beach anymore.

Video games ate your data up?

Don’t let that get between you and your golden wolf.

Hoopla DigitalHoopin’ reads for free

Hoopla DigitalHoopin’ reads for free

Hoopla DigitalHoopin’ reads for free

Hoopla DigitalHoopin’ reads for free

Hoopla DigitalHoopin’ reads for free

Hoopla DigitalHoopin’ reads for free

Hoopla DigitalHoopin’ reads for free

Persona - Maria

u Demographics

u 45 years old, healthcare worker, financially disadvantaged

u Needsu Enticements that encourage her son to read

u Assistance nudging him in the right direction

u Low data-usage when possible

u Commonly used technologyu Work computer

u Old desktop at home

u Phone w/limited functionality

Maria’s Preferred Channels

Sample Calendar for Maria

Hoopla Digital - Social Media Content Calendar - June 7 - June 14June 7 June 8 June 9 June 10 June 11 June 12 June 13Facebook – mothers of 12-year-old boysWant your son to get his head in the game?

Have him read Hunger Games.

That’s what LeBron James does.

Son into death and destruction?

We gotcha covered.

Your kid not into the dystopia thing?

Funny is on the way.

Want your son to take a break from SnapChat?

He does too.

Want your kid to read? Look no farther than the nearest comic book. For realsies.

(In case you don’t believe us,here’s a little peace of mind for you.)

Serial killers.

Not just for moms sitting on the beach anymore.

Video games ate your son’s data?

Don’t let that get between him and his golden wolf.

Hoopla DigitalHoopin’ reads for free

Hoopla DigitalHoopin’ reads for free

Hoopla DigitalHoopin’ reads for free

Hoopla DigitalHoopin’ reads for free

Hoopla DigitalHoopin’ reads for free

Hoopla DigitalHoopin’ reads for free

Hoopla DigitalHoopin’ reads for free

SMART Social Media Goals

Specific Measurable Attainable Relevant Time SpecificSnapChat

Connect Hoopla catalog to influencers/pop-culture

Run or recommend 5 daily stories featuring influencers

Engage influencer’s subscribers with media offerings 3-4 times/day

Create stories featuring Hoopla Digital content

Increase completionrates by 50% by end of 2020

Twitch

Sponsor games featuring comic book & fictional characters or athletes

Participate in 3-5 games daily

Social media intern will spend 1-2 hours a day chatting on streams

Promote Hoopla Digital content to Twitch users 3-4 times a day

Increase Twitch chat engagement by 5%+/m through the end of 2020

Facebook

Promote the emotional value of a child reading to mothers

Place daily carousel ad sequenced with content child is seeing

Daily engagement with Facebook page followers

Boost Hoopla Digital carousel ads 3-4 times a day

Increase subscriber rate by 20% by end of 2020

Instagram

Connect Hoopla catalog to fun learning

Promote 2-3 posts daily Like and comment on all likes and comments about Hoopla

Create book covers with clever content that complement Facebook content

Increase overall engagement with content by 5%+/m through the end of 2020

Social Media Initiatives

u Twitchu Participate in streaming games with

witty commentary and interesting trivia

u Create rapport by conversing with Twitch users

u Observe conversationsbetween Twitch users and find organic opportunitiesto promoteHooplacontentu SnapChat

u Develop content that ties influencer or message to Hoopla Digital media

u Deliver content in association with influencers

u Facebooku Develop content that mother and son

with both engaging with like quizzes

u Create rapport by responding to consumer reactions to Facebook page

u Engage in cross promotion opportunities with local libraries that carry Hoopla Digital content

u Instagramu Co-develop content with

entertainment industry that promotes both reading a book and watching the movie

u Enable organic mother/son influencer campaigns

Priorities and Assignments

Expand into a new market segment

Establish connection between

influencers/pop culture and Hoopla

catalog

Find 100 titles in catalog that appeal to adolescent boys

Assigned to: Cory Due: 4/21/20

Correlate titles with influencers and pop

culture

Assigned to: Lily Due: 5/1/120

Develop copy and creative that drive

engagement

Assigned to: Cory & Lily

Due: Bi-weekly

Twitch Content Example

SampleContent

u Assassin's Creed

Video games ate your data up?

Don’t let that get between you

and your golden wolf.

SnapChat Content Examples

u Lebron JamesHow does Lebron James get his head

in the game?

He reads Hunger Games.

Get your head in the game.

Success Measures

SnapChat* Twitch** Facebook InstagramOpen Rates Bits Reach ClicksViews Subscribes Likes/Follows MentionsAverageScreenshots per Story

Chats Video Retention Sales (Subscribers)

Completion Rate

Conclusion

u Brand Benefits

u Entice boys to become readers

u Reach a broader audience

u Discover where to grow the catalog