9 TO 5 MEDIA
SOCIAL MEDIA STRATEGY FOR BUHI BAGS Presented by: Janvi Shah, Christian Kenoly, Christine Liu, Rudy DeBellis, Emily Wuetcher and Rachel Margolin
TABLE OF CONTENTS
PREVIOUS STRATEGY Goals Objectives Tactics Budget Performance
NEW STRATEGY Goals Audience Content Platform Tactics Budget
PREVIOUS STRATEGY Awareness Engagement Sales
HOW WE
6.4 MILLION IMPRESSIONS
BUILT AWARENESS Posted 5+ times per day across all social channels Emphasized images over other content Focused on driving traffic to our social media through paid promotion
HOW WE
285,784 ENGAGEMENTS
DROVE ENGAGEMENT Maintained consistency in time of posts and platforms Invited engagement through responseoriented content that posed questions Focused on non-promotional lifestylebased content
HOW WE
$106,511 IN REVENUE
INCREASED SALES Posted content that provided a direct path to product pages Posted content that highlighted sales and other LTOs Focused efforts on platforms with previous success
PAST STRATEGY
PLATFORMS The size is varied by impression averages, while color intensity is varied by conversions.
Most Impressions 1. Image 2. Advertisement 3. Video 4. Holiday Image 5. Holiday Advertising 6. Meme
Most Engagements
1. Holiday Image 2. Video 3. Image 4. Holiday Advertisement 5. Advertisement 6. Meme
Most Sales
1. Holiday Advertisement 2. Advertisement 3. Video 4. Image 5. Holiday Image 6. Meme
PAST STRATEGY
CONTENT Different content drives different results.
PAST STRATEGY
KEYWORDS
EFFECTIVE Travel Outdoors Adventure Affordable Trendy
INEFFECTIVE Fashion Urban City Girl Cheap Hunting
PAST STRATEGY
BUDGET ALLOCATION BY PLATFORM
PAST STRATEGY
CONVERSION RATE BY AUDIENCE SEGMENT
PAST STRATEGY
REVENUE BY AUDIENCE SEGMENT
PERFORMANCE BY DAY Click Through Rate by Day of Week
PERFORMANCE BY DAY Conversions by Day of Week
Quantity to Quality
MEET
THE NATURE ENTHUSIAST M/F A18-35 Frequent traveler and Outdoor Weekender in need of stylish and rugged products that fit their active lifestyle
MEET
THE URBANIST F A18-35 Carrying all their belongings on a day-today basis Fashion forward city dweller that works and plays in the concrete jungle 7 days a week
MEET
THE TRENDY MOM F A25-45 Mother of at least 2 who remains privy to fashion trends Carefully considers the clothing she buys for her children
MEET
THE WORKING CHAD M A18-35 Young Professional working in Business, Communications and Technology Entire personal and professional life is contained in his various devices Willing to invest in a quality bag to safeguard them
OUR NEW
CONTENT STRATEGY Dynamic creative with relevant visuals (outdoor w/ product and lifestyle) Portrait video Focus on video, image, ads (no memes or infographics) Promo better than non-promo Approx. $300 per post does best 4-6 pm best time
EDITORIAL CALENDAR
SUNDAY
MONDAY 11:00AM What wouldn't we do to be there right now! Look at this hunk giving us #travelgoals with his Buhi Backpack.
TUESDAY
WEDNESDAY 4:00PM Best way to explore the City of Angels? With Buhi apparel of course! Let us know your favorite spots in LA in the comments below! ♀
THURSDAY 6:00PM Decking the halls and prepping the tree! What’s your fav holiday tradition? Let us know below!
FRIDAY 1:00PM This backpack is now available in two shades of blue! Get your hands on these bad boys before the sale ends tonight!
SATURDAY
IMPLEMENT NEW SOCIAL AD PLACEMENTS
FACEBOOK CANVAS Bring Buhi’s products to life with a full screen, immersive social experience Interactive experience will drive sales and increase product awareness Optimize placements to best performing audiences
IMPLEMENT NEW SOCIAL AD PLACEMENTS
FACEBOOK/INSTAGRAM DYNAMIC CREATIVE Utilize multiple ad components to serve the best performing elements for each specific audience Creates personalized ads for each viewer to maximize performance
OUR NEW STRATEGY FOR
INSTAGRAM CONTENT Instagram Story Ads Immersive video ads link to Buhi store Holiday Giveaway Acquire new customers
OUR NEW STRATEGY FOR
INSTAGRAM INFLUENCERS Drive awareness through the voice of trusted personas & ambassadors
OUR NEW STRATEGY FOR
Buhi Bags
PINTEREST, TWITTER, AND YOUTUBE Pinterest Optimize Pinterest SEO Utilize Video Pins & One Tap (Site Direct) Twitter Build conversation by asking questions, respond/interact to followers, utilize twitter polls, and capitalizing on pop culture trends YouTube Retire due to inactivity & potential to act as "dead weight"
Buhi Bags
PROPOSED STRATEGY
BUDGET ALLOCATION
PROPOSED STRATEGY
CAMPAIGN EVALUATION Optimize Success Towards Cost-PerConversion and Purchase Amount Increase reach to grow awareness Monitor Cost-Per-Engagement and CTR
Questions?