KnowCrunch - Digital & Social Media Strategy - Team 4
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KnowCrunch graduates of the Professional Diploma in Digital & Social Media in Thessaloniki (May ‘19), worked for a few hours and presented a complete digital & social media marketing strategy for a brand. Learn more about this awesome course: http://bit.ly/2ylPj2p
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KnowCrunch - Digital & Social Media Strategy - Team 4
- 2. About us Our name reflects our philosophy: we believe that success needs faith as its starting point. And we have faith in teamwork, creativity, the digital environment, integration and the brands we work with. We are not a traditional digital ad agency —we are a radically open creative collective. We look at what everyone else is doing and strive to do something completely innovative & unique. We live and breathe for our clients' unprecedented success. Headquarters Palo Alto, California
- 3. Team H a r a K o k k o u h t t p s : / / w w w. l i n k e d i n . c o m / i n / h a r a k o k k o u S t r a t e g i c & p r o j e c t m a n a g e r C h r i s t i n a C h r y s a f i h t t p s : / / w w w. l i n k e d i n . c o m / i n / c h r i s t i n a c h r y s a f i C o n t e n t S p e c i a l i s t D i m i t r i s K o t l i d a s h t t p s : / / w w w. l i n k e d i n . c o m / i n / h a r a k o k k o u G o o g l e A d v e r t i s i n g , M o b i l e & E m a i l M a r k e t i n g N a n c y S t r a t a k i h t t p s : / / w w w. l i n k e d i n . c o m / i n / n a n c y s t r a t a k i I n f l u e n c e r M a r k e t i n g E r o d i t i P a p a p o s t o l o u h t t p s : / / w w w. l i n k e d i n . c o m / i n / e r o d i t e - p a p a p o s t o l o u S o c i a l M e d i a A d v e r t i s i n g K a t e r i n a K a r v o u n a r i h t t p s : / / w w w. l i n k e d i n . c o m / i n / k a t e r i n a k a r v o u r a r i S o c i a l M e d i a S p e c i a l i s t
- 4. Strategy Marketing Brief Brand: Joe Biden Target Audience: Men/Women, California, USA, 35-64, Liberals & Democrats Duration: 10 months Sept 19 – Jul 20 Objective Α Awareness: Learn about Joe Biden's values and positions Objective Β Conversions: Make a donation
- 5. Joe Biden Digital Assets Website SEO optimized 90% score. Headings 1 optimization needed Social Media Facebook: 1.5M fans Instagram: 1.3M followers Twitter: 3.6M followers YouTube: 6.6K followers
- 6. Competition Candidate Visits/Month FB fans Instagram followers Twitter followers YouTube followers Joe Biden 0.9M 1.5M 1.3M 3.6M 6.6K Bernie Sanders 2.2M 5M 3.4M 9.4M 194K Elizabeth Warren 1.4M 3.2M 1.6M 2.8M 6.5K Donations • Joe Biden is 5th in a total raised fund with 37% under $200 • Bernie Sanders is 1st in a total raised fund with 78% under $200 • Elizabeth Warren is 2nd in a total raised fun with 68% under $200
- 7. Strategy Creative Concept Target Audience: Men & Women California, 35-64 Liberals & Democrats MarketingBrief “Be Optimistic Again”
- 8. Strategy Creative Concept Tone of Voice Ser ious , inspir es t r ust - r eliabi l it y, shows pr of essiona l i sm , has plan & pr ogr am , has a way t o win "f ight s", exper ie nc e Key Hashtag #choosew is e ly #vot ewise ly #bepar t #beopt imist ic ag a i n Audience Groups • 34- 44 • 45- 54 • 55- 64 Target Audience: Men & Women California, 35-64 Liberals & Democrats
- 9. A Prevalent ProblemSample Action Plan September 2019 October 2019 – March 2020 March 2020 – June 2020 Preparation Designs Videos Set up Awareness Campaigns Organic & Paid Conversions Campaigns Organic & Paid Conversions Campaigns Organic & Paid Awareness campaigns with lower budget
- 12. Objective Awareness 01. Content Marketing 02. Social Media Marketing 03. Advertising Campaigns 04. Influencer Marketing 05. Astroturfing • Blog Posts with his main values in each blog post & blogpost from guest bloggers analyzing his positions & plans • Photos (focus on images with family, minorities & middle class ) • Video (e.g. Story of Joe Biden) • Infographics (e.g. Obamacare) • Podcasts (weekly podcast with Q&A) • Publications (his plans in pdf with backlinks)
- 13. 01. Content Marketing 02. Social Media Marketing 03. Advertising Campaigns 04. Influencer Marketing 05. Astroturfing We will distribute: • FB • Instagram • Twitter • YouTube • Quora • joebiden.com • Blogs – ours & others • Press releases ideally in Premium publishers: CNN, LA Times, etc. KPIs: Visits Tools: Agora Pulse, Google Analytics (UTMs in each action with GA Builder) Objective Awareness
- 17. 01. Content Marketing 02. Social Media Marketing 03. Advertising Campaigns 04. Influencer Marketing 05. Astroturfing Indicative Calendar for special days Objective Awareness 28 November 2019 Thanksgiving 25 December 2019 Xmas 3 March 2020 California Primary Elections 8 March 2020 National Women's Day 10 May Mother’s Day • Posts – FB & IG • Video • Posts – FB & IG • Video • Posts – All channels • Stories – FB & IG Boost before the date • Posts – All channels • Posts – All channels
- 18. 01. Content Marketing 02. Social Media Marketing 03. Advertising Campaigns 04. Influencer Marketing 05. Astroturfing Facebook • L i v e V i d e o s - @ e a c h e v e n t • L i v e V i d e o P o l l s – 1 p e r w e e k • P o s t s - 2 p e r d a y • E v e n t s - @ e a c h e v e n t Instagram • P o l l s - 1 p e r w e e k • S t o r i e s μ ε s w i p e u p - 2 p e r d a y • P o s t s - 2 p e r d a y • Ι G T V- @ e a c h e v e n t Twitter • P o l l s - 1 p e r w e e k • Tw e e t s 3 - 4 p e r d a y • Q & A ( Tw i t t e r H o u r ) – 1 p e r w e e k YouTube • Yo u Tu b e V i d e o s - 1 p e r d a y f r o m i n t e r v i e w s & e v e n t s - 1 p e r 1 5 d a y s t o p r o m o t e h i s i d e a s & v a l u e s Objective Awareness Posts & stories will increase as the election approaches in California – 3 March 2020
- 19. 01. Content Marketing 02. Social Media Marketing 03. Advertising Campaigns 04. Influencer Marketing 05. Astroturfing Objective Awareness FB post Twitter post YouTube Video
- 20. 01. Content Marketing 02. Social Media Marketing 03. Advertising Campaigns 04. Influencer Marketing 05. Astroturfing Social Listening & Live Marketing • Tr a c k i n g s o c i a l m e d i a f o r r e f e r e n c e s & k e y w o r d s r e g a r d i n g o u r c o n c e p t w i t h m o n i t o r i n g t o o l s e . g . a g o r a p u l s e , H o o t s u i t e • R e p l y m o t i v a t i n g t o l e a r n a b o u t o u r p r o g r a m Objective Awareness
- 21. 01. Content Marketing 02. Social Media Marketing 03. Advertising Campaigns 04. Influencer Marketing 05. Astroturfing FB Group Joe California • W e e n c o u r a g e u s e r s t o s h a r e a n d d i s c u s s t h e p r o b l e m s t h e y f a c i n g . T h i s w a y w i l l b e a b l e t o l e a r n t h e c o n t e n t w e w i l l u s e i n s t a t e m e n t s , i n t e r v i e w s , p o s t s . Objective Awareness
- 22. 01. Content Marketing 02. Social Media Marketing 03. Advertising Campaigns 04. Influencer Marketing 05. Astroturfing Basic KPIs: Reach, Engagement through Social platform tools, website visits through Google Analytics Objective Awareness
- 23. 01. Content Marketing 02. Social Media Marketing 03. Advertising Campaigns 04. Influencer Marketing 05. Astroturfing Google Display, YouTube, Facebook reach, Premium Display Split Target Audiences in 3 groups: 1. 35-44 2. 45-54 3. 55-64 Objective Awareness Awareness Ads Budget
- 24. 01. Content Marketing 02. Social Media Marketing 03. Advertising Campaigns 04. Influencer Marketing 05. Astroturfing Google Display 35-64 $333 daily ($100K – 10 months) 4.2M Impressions daily – 10 months CPM = 0.08 Objective Awareness
- 25. 01. Content Marketing 02. Social Media Marketing 03. Advertising Campaigns 04. Influencer Marketing 05. Astroturfing YouTube 35-64 $333 daily ($100K – 10 months) 11.1M Impressions daily – 10 months CPM = 0.03 Objective Awareness
- 26. 01. Content Marketing 02. Social Media Marketing 03. Advertising Campaigns 04. Influencer Marketing 05. Astroturfing FB / Instagram 35-64 $233 daily ($70K – 10 months) 190K Impressions daily – 10 months CPM = 1.2 Objective Awareness
- 28. 01. Content Marketing 02. Social Media Marketing 03. Advertising Campaigns 04. Influencer Marketing 05. Astroturfing Influencer – Mark Ruffalo Objective Awareness Actor, Environmental Activist , Democrat, Hulk Social Media Facebook: 3.7M fans Instagram: 15.9M followers
- 29. 01. Content Marketing 02. Social Media Marketing 03. Advertising Campaigns 04. Influencer Marketing 05. Astroturfing Objective Awareness BUDGET $30K DURATION 1 Month – February 2020 1 post Instagram 1 story Instagram with Swipe Up https://joebiden.com/climate/ 1 post Facebook https://joebiden.com/climate/
- 30. 01. Content Marketing 02. Social Media Marketing 03. Advertising Campaigns 04. Influencer Marketing 05. Astroturfing Objective Awareness 100 Personas • Comment • Crisis Management • “Plant” Content • Direct a discussion • Daily posts for a subject • Strong opinion for a subject • Direct peoples views • etc.
- 33. Objective Conversions 01. Content Marketing 02. Social Media Marketing 03. Advertising Campaigns 04. Email Marketing • Photos - for donation • Videos – about how important is to make a donation even 5$ • Blogpost – why I should donate • Infographics – for donation Hashtag #Τhefutureisadonationapart
- 34. 01. Content Marketing 02. Social Media Marketing 03. Advertising Campaigns 04. Email Marketing Objective Conversions Infographic video photo
- 35. 01. Content Marketing 02. Social Media Marketing 03. Advertising Campaigns We will distribute: • Facebook • Instagram • YouTube • Blog • joebiden.com • Quora UTMs in each action KPIs: Visits, Reach Tools: Google Analytics, Insights 04. Email Marketing Objective Conversions
- 36. 01. Content Marketing 02. Social Media Marketing 03. Advertising Campaigns 04. Influencer Marketing 05. Astroturfing Facebook • P o s t s - 3 p e r w e e k Instagram • S t o r i e s μ ε s w i p e u p - 2 p e r w e e k l i n k e d t o d o n a t i o n s i t e • P o s t s - 1 p e r w e e k Twitter • Tw e e t s 3 - 4 p e r w e e k YouTube • Yo u Tu b e V i d e o s - 2 - 3 v i d e o s i n t o t a l i n d e s c r i p t i o n t h e d o n a t i o n s i t e Objective Conversions
- 37. 01. Content Marketing 02. Social Media Marketing 03. Advertising Campaigns Emphasis on call to action e.g. message us to Messenger bot to fill out donation form They lead to the donation page 04. Email Marketing Objective Conversions
- 38. 01. Content Marketing 02. Social Media Marketing 03. Advertising Campaigns Social Listening & Live Marketing Monitoring & reply in order to motivate donations 04. Email Marketing Objective Conversions
- 39. 01. Content Marketing 02. Social Media Marketing 03. Advertising Campaigns 04. Email Marketing Objective Conversions IG story Quora QuestionsFB video post
- 40. 01. Content Marketing 02. Social Media Marketing 03. Advertising Campaigns 04. Email Marketing KPIs: Visits page donate Tools: Google Analytics UTMs in each action Objective Conversions
- 41. 01. Content Marketing 02. Social Media Marketing 03. Advertising Campaigns 04. email Marketing Objective Conversions Facebook /Instagram(target conversions),Search Ads, Quora & Remarketing Split Target Audiences in 3 groups: 1. 35-44 2. 45-54 3. 55-64 Awareness Ads 80% 20% Remarketing
- 42. 01. Content Marketing 02. Social Media Marketing 03. Advertising Campaigns 04. Email Marketing Objective Conversions FB / Instagram 35-64 $333 daily ($100K – 10 months) 8.7M Total Reach
- 44. 01. Content Marketing 02. Social Media Marketing 03. Advertising Campaigns 04. Email Marketing Objective Conversions Google Search Ads 35-64 $280 daily ($40K – 10 months) 870K Total Impressions Average Position 1.5 35K Total Clicks CPC 1.13 Remarketing Keywords
- 45. 01. Content Marketing 02. Social Media Marketing 03. Advertising Campaigns 04. Email Marketing Objective Conversions Quora 35-64 $34 daily ($10K – 10 months) 100K Total Impressions
- 46. 01. Content Marketing 02. Social Media Marketing 03. Advertising Campaigns 04. Email Marketing Thank you email after donation. We ask for the supporters to share the link for donation KPIs: Received, Open Tools: Mail Chimp Objective Conversions
- 47. A Prevalent ProblemBudget Breakdown
- 48. Thank you