Social Media Plan
Competitors ‘Vitagene’
Laggards
‘Viamedix’
‘Myheritage’ Invested in social media
‘23andme’
‘Bebrcaware’
‘DNA Fit’ On trend
‘Genetic Tests’
Under invested in social media
Regular posts
Colour Palette
Pattern
Image Size
Irregular Posts
Weak aesthetic Random order/structure
Bad communication/ignoring questions on posts etc
Endorsements
Colour palette
‘A CLEAR VISUAL AESTHETIC OFFERS A CULTURALLY AWARE CONSUMER - THE EASIEST MEANS OF RESPONDING TO ADVERTISING.’
Content (Competitive advantages) Clear and concise Bio for Twitter and Instagram - explaining who Myogenes are along with the website link Show personality through captions. Tone of voice should warm, trustworthy and approachable while still remaining professional, intelligent and sophisticated ‘Regram’ or ‘Repost’ Inspirational Posts from other companies/Celebrities/Doctors (and follow them) Follow people who already follow competitors and engage with them (like their pictures, tag them in posts) Link to blog / any updates Keep up a consistent visual aesthetic (borders, pink and blue, marble and white clear backgrounds ) Each post edited the same way. All of the marketing needs to be clear and intergrated as well as tasteful and inspiring Start by doing a few posts and as followers are gained, post 1/2 times a day (so as not to bombard people) Hashtags to gain likes and followers & create personal hashtag for Myogenes Use the ‘story’ feature. Take appealing photos of office space ‘sneak peak’ to show Myogenes culture Promote Instagram on other social media channels (Facebook, twitter) Reachout to influencers, people who may want to endorse Myogenes - maybe for a discounted price, a free set sent to them (bag, pen ?) Create explainer video and post on all the social media accounts Content Calendar - relevent events that may be taking place, programmes that may be on (eg Health Documentaries) Use Instagram ‘DM’ Respond to all user messages/Comments - If the question is more in depth, pass them along to the relevant person so they can make an appointment, book in a meet, talk to someone on the phone etc. Interview people who have done the test and want to share? Maybe post a short clip Stay updated and develop the social media so a strong presence is established and Myogenes has a recognizable position in the market and essentially becomes THE place to go for genetic testing.
Post Schedule
Instagram mock up
Measuring success (Business Account)
Awareness Myogenes design recipe will help awareness. We want the genetic testing system to be clear and give recognition to the importance of having tests done. We want people to feel impatient
Interest
To maintain interest, Myogenes will update the content regularly, keeping the consumer involved. There will be an option for consumers to get notifications when we post.
Desire Posts will involve consumers which will initiate desire along with any offers/ discounts. Consumers will feel connected and they will know and trust Myogenes.
Action Myogenes will be the number one, ‘ go to’ brand for genetic testing. We will build a rapour and relationship with consumers.
4 year timeline
2018
Established social media 10,000 + followers Get onto the ‘Popular’ page on Instagram / Twitter Brand advocacy / ambassadors Involved with the relevant events and location tag
Active on social media Online conversation Ongoing blog links
2019
2020 Myogenes social media will continue to expand and help to drive traffic
Supscription to the Myogenes pages / website 25, 000 + followers Known as the ‘go to’ brand New followers every day
2021
Social media video Options Idea 1:
Straight to the point. Through illustrations: ‘We are Myogenes. We are a team of medical professionals who believe people should have the medicine that is tailor made to suit them. We have simple tests to check your DNA such as saliva or scrape of skin etc and it can be done in a lab or using a kit through the post. This way, you won't have to try things that don't work till they get the right one.’
Idea 2:
Illustration of the wild west 'miracle cure' , illustration of a victorian matron giving the same medicine to all the children, illustration of people in a waiting room all getting the same injection, illustration of a doctor treating an individual patient with the right medicine. All the way through the video there would be captions saying ‘would you still believe this?’. or ‘there was a time when we believed this would work’, or ‘are you fed up with being a guinea pig?’ or ‘Be sure of the right cure’
Idea 3:
Illustration of someone buying a suit on a hanger from a shop and the sleeves and legs are too short and another person is wearing one much too big and baggy but the last one is being measured and fitted by a tailor and his one is made to fit him perfectly. Could say which would you choose? and if you wouldn't wear a suit that doesnt fit you properly why would you take medication that doesn't work for you properly. ‘We are not all the same...one size doesn’t fit all’ All ideas: repeat the name ‘Myogenes’ a few times and make USP CLEAR. Video should be short but memorable