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Transcript of Social media marketing plan
About Cornetti
Cornetti is a brand created by Claudia Aragon in 2012
to design and distribute high quality sandals
Sandals made in
fine suede
Handmade in the Amalfi Coast
(Italy)Designed in Los Angeles
1 Line
12 individual products
“Cornetto”: typical good
luck charm from
southern Italy
Each model takes it name
from a beach in the Amalfi
coast
Current integrated marketing strategy
Mission: • Become leading high-end sandal brand
Strength points:• Contemporary Designs
• High quality materials
• Southern Italian lifestyle
During the next one year, Cornetti seeks to achieve the
following financial and nonfinancial goals.
Financial Goals• Obtain financing
• Increase revenue by 1.8%
Nonfinancial goals• Increase the brand exposure and generate brand
recognition among consumers
• Introduce 2 new product lines
• Expanding to accessory leather goods
(clutches, wallets, small handbags)
• Maintain strong relationships with current retailers
• Increase distribution; expand presence in retails stores
from 12 to 160
• Expand to new, domestic, geographic locations
• Develop a successful Internet site
Marketing Mix
Product: fine suede high quality sandals
Price: from $110 to $250
Place: present distribution channels
– Online store (www.icornetti.com), selling in
all United States
– High-end boutiques . At the moment
Cornetti sandals are sold in 12 retail stores in
Southern California (Los Angeles
area), Central California and Northern
California
Promotion: promotion still have to be
implemented; current promotion strategy
includes many elements to be implemented
during the next 6 months in order to increase
the brand exposure:
– Advertising (fashion magazines, industry
magazines, newspapers, online
advertising, direct mail and email, catalogs)
– PR
– Presentation to retailers in trade shows
– Sales Promotion (coupons, POP)
Why implementing a social media marketing strategy?
Situation Analysis
• Right now the priority is to increase the brand visibility.
• In particular, the visibility of the brand online is very low.
• The term “Cornetti sandals” is searched less then 10 times per month on Google in U.S.(Source: Google AdWords Keyword Tool: https://adwords.google.com/o/KeywordTool)
• Cornetti presence on social media: Facebook profile (195 followers; low engagement); Instgram profile (215 followers; 14 hastags)
Objectives of Cornetti’s social media marketing plan
– Increase the visibility of the brand and final consumers’ awareness
– Engage with customers and consumers in order to increase their belongingness and loyalty to the brand
– Listen to costumers’ needs and feedback in order to improve the quality of the experience related to the product
and get directions for the development of new product lines
– Increase sales
How social media will complement the current integrated marketing strategy
– The social media marketing strategy will be part of the recently planned marketing strategy and will be
implemented over the next 6 months
– The social media strategy will interact and will be integrated with the overall promotion strategy in order to
increase the brand visibility and the customers’ engagement
– The social media strategy will interact and will be integrated with the online website in order to increase online
sales
– Feedback provided on social media by customers will be used to improve the products and the related services
Target market – Demographics
•Income: more than $70,000 per yearAmerican consumer units’ average expenditure in footwear is $327
per year. Consumer units with a $50,000 to 69,999 income, spend
on average $332 per year in footwear. Consumer units with an
income of $70,000 or more spend on average $484 per year in
footwear. Since we want Cornetti sandals to be a luxury
product, we are targeting to those households that spend the most
in footwear. Source: Consumer Expenditure Survey by U.S.
Bureau of Labor Statistics (http://www.bls.gov/cex/).
•Sex: women
•Age: 20-45The product is designed mostly for a young market.
Moreover, consumer units in which the reference person’s age is
25-34 or 35-44 are two of the three consumer groups that spend
the most in footwear (people aged 25-35 spend $372 per year;
people aged 35-44 spend $400 per year). Source: Consumer
Expenditure Survey by U.S. Bureau of Labor Statistics
(http://www.bls.gov/cex/).
•Family size: 1-4 people
•Oldest child age: more likely 6-17; less likely
under 6 (families with children under 6 the have
a lower expenditure in footwear and women
apparel they are more concentrated on kids’
needs)
•Education: college graduates
•Occupation: managers and professionalsSource: American FactFinder of U.S. Census Bureau
(http://factfinder2.census.gov)
Socioeconomics
•Higher spending on footwear
•Care much about their physical appearance
•Are interested in fashion
•Highest awareness about design and aesthetic value
•Look for higher quality product and think that higher quality
implies higher price
•Perceive “made in Italy” fashion products as high quality
products
-----------------------------------------------------
•Early adopters (they are leaders in fashion tendencies in their
reference groups)
•Achiever
•Extrovert (they spread the word about products they like)
Personality
•Needs to satisfy: emotional (self-esteem and status)
•Benefits sought: elegant and innovative design; made in Italy;
artisan product; luxury product; make the consumer feel
attractive; make the consumer feel superior
•Brand familiarity: brand non recognition. One of the objectives
is to make the consumer srecognize the brand
•Type of problem solving: extensive (high
involvement, infrequently purchase item, expensive, high
risk, much information desired)
Buying behavior
Target market – Demographics
Geographic location of potential customers
Country: United States
On the basis of the characteristics of selected Nielsen segments, we have been able to identify the geographic location of potential
customers within United States
– Region: mostly Northest and West. The majority of potential customers live in following states: California, Virginia, New York, New
Jersey, Florida, Texas, Maryland, Colorado
– Urabnicity: mostly urban , suburban and second city
Nielsen’s MyBestSegments
The characteristics we have selected about Socioeconomics of our potential customers allows us to identify which of the segments
identified by Nielsen’s MyBestSegments online service constitute our target market. Theses segments provide us with important
information about the geographic location of our target market and about its size. They also provide us with useful extra information
about the Personality and the Buying behavior of our target market. We have identified 7 Nielsen segments, which are listed below.
Chracteristics of selected segments
– Movers & shakers: rank near the top for owning a small business and having a home office
– Young Digerati: filled with trendy apartments and condos, fitness clubs and clothing boutiques, casual restaurants and bars
– Country Squires: enjoy country club sports like golf, tennis, and swimming as well as skiing, boating, and biking
– Winner’s Circle: big spenders who like to travel, ski, go out to eat, shop at clothing boutiques, and take in a show
– Executives Suites: comfortable homes and apartments; downtown jobs, restaurants, and entertainment
– Brite Lites, Li’l City: swank homes filled with the latest technology
– Bohemian Mix: funky row houses and apartments; early adopters who are quick to check out the latest
movie, nightclub, laptop, and microbrew
Target market – Technographics
– 71% of women use social media
– 66% of the people with an HH income of $75,000 or more are social
media users. This percentage is quite similar for all the HH income
ranges
– 83% of the people aged 18-29 use social media; 77% of the people
aged 30-49 use social media (the percentage of social media users in
this age range is increasing)
– 65% of the people with a college degree use social media. This
percentage is quite similar also for people with just a high school
degree or some college
– 70% of urban population and 67% of suburban population use social
media. The percentage is lower in rural population (61%)
From these data we can estimate that about
the 75% percent of our potential customers
are social media users
– Both Facebook and Instagram are popular among young (18-29)
women. Pinterest is popular among women in general. Twitter is
popular among young people (18-29), but not specifically women.
Therefore, Facebook, Instagram, Pinterest and Twitter must have
a central role in our social media marketing strategy. Twitter is
important, too.
Source: Mashable.com (http://mashable.com/2013/04/12/social-media-demographic-
breakdown/)
Target market – Technographics
48 47
35
86 85
3
31
43
24
7478
10
22
31
17
57
70
18
0
25
50
75
100
Creators Critics Collectors Joiners Spectators Inactives
Social media usage habits of women in United States
18-24
25-34
35-44
Source: Forrester’s Social Technographics Profile analytics tool (http://empowered.forrester.com/tool_consumer.html)
Exposure and engagement
Analyzing the data about the social media usage habits among women in United States, we observe that the
most active creators and critics of social media content aged 18-24, while elder people tend to be just joiners
and spectators (25-34) or spectators only (35-44). Therefore, we expect that our social media plan will
increase the brand exposure among all its potential customers who also are social media users. On the other
hand, engagement strategy is expected to be more effective among the younger subsegment (age 20-34).
Target market – Market Size
To estimate the total target market size, the data obtained from Nielsen segments have been used. Than the
social media target market has been estimated as the 75% of Cornetti’s total target market.
The percentage of single man with family in U.S is the 4.7% of households. The percentage of non-family households in U.S is
33.8% of households. Furthermore, in U.S. there are more married man (50% of total amount of men) than married women (45% of
total amount women). Moreover, women are 5% more than men in U.S. Thus, we can estimate that the 40% of the American non-
family household are men. Therefore, we can estimate that the single men without family constitute the 13% of households. From the
data collected above we can estimate that the percentage of single men with or without family in U.S. constitute the 17% of
households.Source: American FactFinder of U.S. Census Bureau (http://factfinder2.census.gov)
The total amount of all households in considered Nielsen’s segments is 11,525,025. Assuming that the distribution of single men is
homogenous within American population, if we subtract 17% to 11,525,025, we have 9,565,771 units. Considering that some single
men could buy/pay the sandals as a gift for fiancées, daughters, etc., we can estimate the market size between 9,500,000 and
11,500,000 units.
Total Cornetti’s target market size: between 9,500,000 and 11,500,000 people
75%
Target market size on social media platforms: between
7,125,000 and 8,625,000 people
Target market – Competitors
Three of Cornetti’s major competitors are the following leading brands: K.Jacques, Ancient Greek Sandals, and
Amedeo Canfora. Like Cornetti, these brands sell high-quality and high-priced leather sandals made in Europe.
Competitor Facebook Instagram Pinterest Twitter Blog YouTube
K.Jacques
On average prices are 20%
higher compared to
Cornetti’s; calfskin leather
(no suede used); factory
made sandals; simplistic
design without
embellishments; online store
2,354 Followers
Almost all the pictures
and the posts are about
the products or about
the production process
or about celebrities
wearing the products;
on average 30-40 likes
per post; few comments
No Instagram
profile
About 800
hashtags
(mostly
#kjacques)
No Pinterest
profile
Many pins of
K.Jacques’
sandals;
pictures have
between 1 and
120 repins
No Twitter
profile
The hashatag
#kjacques has
been used 0-5
times per day
in the last 21
days
No
blog
No YouTube
channel
6 videos about
the brand
Ancient Greek Sandals
On average prices are 20%
higher compared to
Cornetti’s; calfskin leather
(no suede used); handmade
sandals; both simplistic
and elaborate design with
some embellishments;
online store
9,863 Followers
Almost all the pictures
and the posts are about
the products ; on
average 40-50 likes per
post; few comments
1082 Followers
About 420
hashtags
(mostly
#ancientgreeks
sandals)
No Pinterest
profile
Few Pins
238 Followers
295 Tweets
The hashatag
#ancientgreeks
andals has
been used 0-3
times per day
in the last 21
days
No
blog
No YouTube
channel
About 20
videos about
the brand
Amedeo Canfora
On average prices are 20%
higher compared to
Cornetti’s; calfskin leather
(no suede used); handmade
sandals; both simplistic
design with jewellery
decoration and other
embellishments; online store
6,356 Followers
Almost all the pictures
and the posts are about
the brand, its history
and its products ; on
average 30-40 likes per
post; few comments
No Instagram
profile
1 hashtag
(#amedeocanfo
ra)
No Pinterest
profile
About 30 pins
238 Followers
432 Tweets
Very few
hashtags over
the past year
No
blog
The brand has
produced a
promotional
video that is on
YouTube. (143
views).
However, the
brand doesn’t
have a channel
Target market – Brand Positioning and Market Trends
Amedeo Canfora
Ancient Greek Sandals
K.Jacques
Cornetti
More embellishments
Fewer embellishments
Elaborate designSimplistic design
Positioning
Cornetti is competing with all the
aforementioned brands. The closest
competitors is K.Jacques. What
differentiate Cornetti from competition is the
fact that the majority of Cornetti’s sandals
are made with suede.
Competitors’ presence on social media is
not very strong. However, compared to
them, Cornetti’s presence on social media
is still very weak.
Market trends
Despite the financial crisis of the last few years, the sales of luxury apparel and
accessories are expected to grow 4-5% in 2013. Demand will be sustained
mainly by young people who have high incomes but are not yet wealthy. Though
they spend less than those with established fortunes, they are ten times more
numerous. Europe still remains the single biggest luxury market, but the industry
has experienced shrinkage in recent years due to recession and a shift in
purchasing patterns. The United States market the second largest one in the
world and is expected to grow .Source: http://www.usatoday.com/story/money/business/2013/05/16/global-luxury-goods/2166269/
Social media strategic overview
The social media strategy aims to reach the objectives stated in slide #4. For each objective a strategy has been defined.
1) Increase the recognition and visibility of the brand. Maximize the brand exposure by improving its current profiles on social
media platforms and setting up new ones on other selected platforms. Increase the visibility of the product on business review
websites and fashion blogs. Make accessible online all the information about the brand and its products (contacts, brand
history, information about the quality and the manufacturing process of the sandals).
2) Foster the engagement and the belongingness of the customers with brand. Engage the customers and potential
customers by posting relevant and original content on a regular basis. Create a social media community where customers
become fans of the brand. Inside the community the fans are supposed to:
– Share the brand content
– Share their own self-produced content
– Give feedback to the brand about their experience with the product
3) Listen to costumers’ needs and feedback. Listen carefully to what consumers say about the brand on social platforms. Never
ignore customers’ feedback and always reply to questions.
4) Increase the sales. Each of the social media profiles of the brand must be directly connected to the brand website. Always
show a clear call to action that direct the potential customers to the brand website.
What kind of content
The brand must avoid posting just self-promotional content. Instead, it must also post content which is relevant to its customers and
add some value to the conversation with them. Our content strategy will focus on two aspects:
– creating a story and a set of positive experiences around the product
– giving useful advice about shoe fashion, aiming at becoming a thought leader in this field
The story will deal with the Italian manufacturing of the product and its connection with Italy and Italian aesthetic values. The
experiences will include fashion events involving our sandals; Italy and Italian lifestyle; sharing of customers’ own experiences with
our products (photos, posts).
Advice will be given and discussion will be fostered about women fashion, women shoes and fashion trends.
The ratio between fashion content and promotional content must be at least 3:1.
The hashtag. The hashtag #cornettisandals will be always included in each element posted (posts, picture, tweet, video) on any
social media profile. In this way Cornetti’s content on social media platforms will be always “branded” and easily traceable.
Tactics – Facebook
At the moment Cornetti’s Facebook page is just focused on presenting pictures of the
products. The pictures have few likes, the comments are few, and the page has 195
followers. Our aim is to diversify the content in order to raise the number of followers
from 195 to 5000 over the next 6 months and to increase the engagement
(comments, likes, and sharing).
– Daily posts will be published about women fashion and shoe fashion news (both
original content and shared link)
– Discussion will be fostered by posting a question once a week. The questions will be
about fashion or (less often) about Cornetti sandals (“Do you like sandals with many
embellishments?”, “Do you prefer suede sandals rather than calfskin ones?”)
– Links will be shared about the customers’ experience with the brand
(pictures, stories) and their opinions about fashion. A Facebook album called “Have
a Cornetti day” will be created to collect the most beautiful pictures shot by the
customers showing their positive experience with our sandals.
– Promotional posts and pictures will be published about Cornetti’s sandals. The
YouTube video showing the handmade production process and the story of Cornetti
sandals will be embedded in Cornetti’s Facebook page. Since each model of Cornetti’s
sandals got its name from a beach in Amalfi coast, an album (called “La dolce vita”)
will be created to show beautiful pictures of Amalfi coasts and its beaches. An album
(called “Cornetti outfit”) will be created to collect pictures and videos from
Instagram, Pinterest and Vine showing Cornetti sandals with matching clothes.
– Facebook will be the central platform of our social media strategy. All the content
published by the brand on other platforms will also be cross-posted on Cornetti’s
Facebook page.
Facebook Ads campaign
Financial allocation: $300 per month
System adopted: we have chosen to use a CPM system rather than
a CPC one, since our primary objective is to increase exposure
We have chosen 3 segments. $100 will be invested each month for
advertising to each segment.
1) Women, aged 20-45, living in United States, who like “shoes”
2) Women, aged 20-45, living in United States, who like “fashion”
3) Women, aged 20-45, living in United States, who like “luxury”
For each segment, the advertising campaign has the following
characteristics:
Budget: $100 per month
Pay per thousands impression: $1.85
Maximum amount of impressions: 54,000 per month
Tactics – Facebook
Tactics – Instagram
Cornetti already has an Instagram profile. It has 215 followers and 26 photos. All the photos are about the brand
products. On average each photo has 12 likes. Engagement in comments is very low. There are 14
#cornettisandals hastags. Our objective is to raise the number of followers from 215 to 4000 and to increase
the engagement (on average 80 likes per picture; 800 hashtags) over the next 6 months.
Instagram is expected to be the most important platform
where our customers can share they experiences with
Cornetti sandals. We will repost the best photos posted by
our customers’ with the #cornettisandals hashtag. Best photos
will also be collected in the “Have a Cornetti day” album of our
Cornetti’s Facebook page and Pinterest profile.
Promotion on Instagram will also include the following points.
– Post pictures of Cornetti sandals
– Post pictures of Cornetti sandals with matched clothes in
order to provide our customers with interesting ideas about
what they can wear.
– Post pictures of fashion and promotional events
Statigram will be used to manage and monitor our content on
Instagram.
Tactics – Pinterest
A Pinterest business account will be created for Cornetti sandals. Our objective is to gain 4000 followers over
the next 6 months.
4 boards will be created.
1) “Cornetti sandals”: in this board we will pin promotional
pictures of our sandals.
2) “Cornetti outfit”: in this board we will post pictures of Cornetti
sandals with matched clothes in order to provide our customers
with interesting ideas about what they can wear
3) “La dolce vita”: in this board we will pin and repin beautiful
pictures of the Amalfi coast. There will be at least one picture for
each of those beaches from which Cornetti’s models take their
names.
4) “Beautiful apparel”: in this board we will repin pictures of
women apparel we like (shoes are obviously exluded). Especially
we will repin the pictures about women apparel pinned or
repinned by our customers in order to foster the conversation with
them.
Each pin about our sandals will direct to Cornetti’s online store
through the Pinterest “website” button
In the future new boards will be created to pin new sandal and
accessories collections.
Tactics – Twitter
A Twitter account will be created for Cornetti sandals. Our objective is to gain 2000 followers over the next 6
months.
Brand promotion
– Tweet about content published by the brand on other social
media platforms (Facebook, Instagram, Pinterest, WordPress, Vine).
Bitly short links will be used to direct to the content.
– Give real-time updates about the brand activities, like promotional
events or attendance to fashion events
Build thought leadership in fashion
– Tweet or retweet interesting news about fashion
Increase the engagement
– Listen to customers’ and potential customer’s interests, needs
and feedback. Foster the conversation with consumers on Twitter by
posting questions
– Contact celebrities and start conversation with them in order to
get their endorsement for Cornetti sandals.
Hootsuite will be
implemented to
better the
management of
tweets (editorial
calendar) and
retweets.
Tactics – WordPress
A WordPress account will be created for Cornetti sandals. Our objective is to get 40-50 views per day by the
next 6 months.
Why choosing WordPress as blogging platform
Since Cornetti is a fashion brand, it is fundamental to choose the blogging platform that offers the best tools to improve the design
and the look of the blog. WordPress has been chosen over competitors (Blogger, Tumblr) because it has a distinguished
reputation for advanced technology and top-notch design. Compared to competitors, WordPress offers a wider range of themes
and graphics styles. It also offers a better choice of widgets and plugins to enhance the look, feel, and functionality of the blog.
Moreover, WordPress allows you to self-host your blog (Blogger doesn’t).
Source: http://www.verticalresponse.com/blog/blog-wars-wordpress-blogger-tumblr-which-platform-rules/
2-3 posts per week will be published
– Give useful advice about how to match shoes with clothes
– Post interesting news and interviews about fashion
– Post opinions about most up-to-date fashion trends
– Post news about the brand (events, new lines, etc.)
– Create a page dealing with the story of the brand, the Amalfi coast
and the a handmade production process
Almost each posts will include a question to the audience, in order to foster conversation and engagement.
We will contact influential fashion bloggers in targeted geographic area (at the moment mainly California)
and try to have Cornetti’s blog feature them. Our objective is to get the influencers’ endorsement, attract their
audience to our blog and increase the brand visibility.
Tactics – YouTube
A YouTube account will be created for Cornetti sandals.
YouTube will be used for 2 purposes.
1) Promotion. A general promotional video will be shot
and uploaded on Cornetti YouTube profile. The video will
show the story of the brand, the location of production
(Amalfi coast) and the production process. The video will
be also embedded in Cornetti’s Facebook profile and in
the WordPress blog. Also some videos about Cornetti
promotional events could be uploaded and then cross-
posted on Facebook, Twitter and Wordpress.
2) Vlogging (optional/opportunity). YouTube could be
used as a vlogging platfrom, Some how-to videos could
be shot about fashion. Topic would include how to match
shoes with clothes and accessories, how to recognize the
quality of shoes, etc. The videos would then be cross-
posted on Facebook, Twitter and Wordpress. However, at
the moment Cornetti’s social media plan can be
implemented by just one person (the owner of the brand).
Thus, it is not sure if she will had enough time to manage
the vlog. Nonetheless, the vlog is a very interesting
opportunity and an advisable choice.
Our objective is to get 5.000 views for the general promotional video 6 months after its uploading. For
each other promotional video and how-to video our objective is to get 1.000 views 2 months after they
have been uploaded
Tactics – Vine and Google+
Vine
A vine profile will be created for Cornetti sandals. Vine will be used
for 2 purposes. Our objective is to get 500 followers over the next
6 months.
– The brand will shoot short videos showing out to create
fashionable outfits matching Cornetti sandals with other clothes and
accessories.
– Customers will be enocuraged (on Facebook, WordPress and
Twitter) to shoot short videos about themselves wearing Cornetti
sandals and to share them on Vine and/or Twitter.
Google+
A Google+ profile will be created for Cornetti sandals.
We are not interested in strengthen the brand presence on Goolge+.
Our objective is to have a brand page on Google+ where all the
information about the brand and its activities are shown.
Moreover, in order to maximize the reach of the content produced by
the brand, all the relevant content published by the brand on other
social platforms will be also cross-posted on Cornetti’s Google+
page.
Engagement strategy
Our engagement strategy consists in maximizing the efforts to create a social media
community of fans who love the brand and to eventually turn the brand into a lovemark.
Core points of the strategy
– Create a personal relationship with the customers on social media platforms. The brand will always
listen to its customers’ needs and complaints, trying to provide them with the best answers and solutions
available. The brand will also engage with the customers in a conversation about fashion and shoes. The
brand will always post content that is relevant to its audience and that has some added value. The brand
will also pick what is valuable among its customers’ content and share it on its profiles. Moreover, the
brand will foster discussion and customers’ participation by posting questions on its Facebook, Twitter and
WordPress profiles.
– Create belongingness and loyalty to the brand. Our objective is to make the customers talk about the
product, show our products, and share their experience about our products. Visual engagement is
extremely important, since our products is a fashion products.
Engagement objective: our customers autonomously
share content about the brand among each other or share
content on brand profiles. This means that our objective will
be reached when the customers will talk about the brand or
post content on the brand profiles even if the brand is not
actually posting any content or fostering the conversation. In
this situation, the customers will also autonomously defend
the brand from detractors.
Negative feedback and plan manager
Plan for handling negative feedback and/or crisis
Possible negative feedback is expected to be reported mainly on Facebook and Twitter.
Except for trolls’ comments, negative posts or tweets will never be deleted. Instead, the
brand will always respond to negative feedback and provide its dissatisfied customers with
the best service in order to fix their negative experience with the brand. The objective is to
satisfy the needs of disappointed customers, so that they will hopefully post a new tweet or a
new comment praising the brand for its customer service.
Plan manager (responsible for implementing, maintaining and monitoring the plan)
Due to the low financial resources of Cornetti, the owner of the brand (Claudia Aragon) will
be the only person responsible for implementing, maintaining and monitoring the plan.
Analytics and metric tools
We will measure Exposure, Engagement and Influence. Since we had to develop a low-budget
strategy, only free measuring tool have been chosen.
Exposure
General exposure will be measured with Topsy, Google Social Analytics, and Social Mention. Broad
searches will be made for the term “Cornetti sandals” and the hashtag #corernettisandals.
At the moment the social media exposure of Cornetti is very low: 2 mentions on Topsy and no relevant
mention on Google Social Analytics and Social Mention.
– Facebook: Facebook Insight will be used to monitor Cornetti’s page exposure. In particular, we will check the expected
increase in the number of followers. Moreover, Google Analytics will be used to check the brand exposure through Facebook
Ads (this is actually possible; Source: http://www.lizlockard.com/track-facebook-ads-with-google-analytics/).
– Instagram: Statigram will be used to check the growth of the number of followers and likes
– Pinterest: Pinterest Web Analytics will be used to check the growth of the number of followers, impressions and clicks
– WordPress: WordPress Stats will be used to check the views of posts
– Twitter: Hootsuite Twitter Profile Overview will be used to check the growth of the number of followers
– YouTube: the number of likes and views of posted videos and the number of subscribers to Cornetti’s channel will be
monitored
– Vine: the number of followers will be monitored
– Google+: the number of people in Cornettis’ page circle will be monitored
Analytics and metric tools
Engagement
Social Mention will be used to monitor the strength, the passion and the sentiment of the term “Cornetti
sandals” and the hashtag #cornettisandals.
Bitly: for each element posted (post, picture, video, tweet) a bitly link will be created and cross-posted on all social
media profiles. Bitly statistics will be used to check the sharing of the links (referrers and location included).
– The number of likes and comments on Cornetti’s Facebook page will be monitored. Facebook Insight will be also connected
to Cornetti’s website in order to get information about interaction and sharing of website links with Facebook
– Statigram will be used to check love rate, talk rate and spread rate of Cornetti’s photos on Instagram
– Pinterest Web Analytics will be use to check the growth in the number of pins and repins
– WordPress Stats will be used to check the number of subscriptions and comments in Cornetti’s blog
– Twitter: the statistics of #cornettisandals will be monitored. Hootsuite Twitter Profile Overview will be used to check most
popular links
Influence
Klout will be used to monitor the influence of Cornetti on social media.
Success metrics, ROI and breakeven point
Success metrics
Success consists reaching all the objectives set for each social media platforms (number of followers or number of views).
However, 7 parameters will particularly be held in high regard in order to evaluate the achievement of success.
1) Number of Facebook followers: reach 5000 followers in the next 6 months
2) Number of Instagram followers: reach 4000 followers in the next 6 months
3) Number of Pinterest followers: reach 4000 followers in the next 6 months
4) Number of Twitter followers: reach 2000 followers in the next 6 months
5) Klout score: at the moment Cornetti Klout score is 25; success consists in reaching a score of 70-75 over the next 6 months.
6) Google Adwords Keyoword Tool: “Women sandals” searches on Google in U.S. are 246,000 per month; success consists in
increasing the number of monthly searches of “Cornetti sandals” from 10 to 800 searches in the next 6 months
7) Website: success consists in a 200% growth of present traffic to Cornetti’s online store in 6 months
ROI and breakeven point
ROI has been calculated on the basis of Facebook Ads impressions, since Facebook Ads constitute the highest cost of this social media
marketing campaign and also allows to estimate the minimum number of impression that the campaign can generate. For the purpose of
projecting ROI and Breakeven points, we assume a response rate 2% of impressions and a sales conversion rate of 2%. To calculate ROI and
breakeven we also decided to simply take average of both wholesale (sandals sold in shops) and retail (sandals sold on Cornetti’s website) price
and profit margins. The profit margin for our product is 49.3% per sale, with average price of $127.71 per each unit. The ROI on the social medial
marketing campaign will be measured against the investment into Facebook Ads, production of video contents, and monthly efforts on social
media engagements.
Facebook Ads: we plan to purchase total of 162,000 impressions each month, with total cost of $300. This equates to total of $1,800 for 6
months
Production of video contents: we budgeted $500 for initial investment
Monthly engagement efforts: wur valuation of owner's efforts on social media engagement is $500 a month. This equates to $3,000 for 6
months.
Total initial investment for our campaign: $5,300, excluding inflation adjustment.
We expect to obtain 972,000 impressions over the period of 6 months through Facebook Ads. Of these impressions, we expect to
attain 388 sales transactions (2%), totaling $73,872 in revenue, or $24,139 in profit. This equates to total ROI of 455%
(=24139/5300) for our campaign.
Our breakeven point for this campaign is sales of 42 units. This equates to total impressions of 104,566 through Facebook
Ads, which is well below the 972,000 impressions purchased for 6 months period.
Reference links
https://adwords.google.com/o/KeywordTool
http://factfinder2.census.gov/faces/nav/jsf/pages/guided_search.xhtml
http://www.bls.gov/cex/
http://www.claritas.com/MyBestSegments/Default.jsp?ID=30&menuOption=segmente
xplorer&pageName=Segment%2BExplorer
http://mashable.com/2013/04/12/social-media-demographic-breakdown/
http://empowered.forrester.com/tool_consumer.html
http://www.verticalresponse.com/blog/blog-wars-wordpress-blogger-tumblr-which-
platform-rules/
http://www.lizlockard.com/track-facebook-ads-with-google-analytics/