Rocketboom

Social Media Lauch Rocketboom productions

#

Roketboom on-line content producer to plan the social launch of a new content it is are producing for a main network. The content is related with new parents and how to’s. The web will be hosted on the network site, so there is not a big chance to develop landing pages or product launching campaigns. The web will also have a blog where parents would consult their queries about how to take care of their children. I would be the community manager.

In the best case scenario, I would be in charge of developing the digital strategy for this new production, based on video content, support and a forum for new parents. This launch would be divided in six parts, giving each a week time period to be accomplished.

First, the objectives/goals should be determined. In this specific case, I believe that the main goal would be to generate brand awareness and traffic to the host network web page, as our main activity is to generate valuable content. Secondary goals would be related with reputation, to generate trust in the content we provide, and ultimately create a platform for advertisers where to market products to our target markets.

Once the objectives are determined, we would have a clear idea about which marketing strategies should we follow. Specifically talking about social media, which services and networks are we interested in to deliver our message in an effective and measurable way to no just our target market but also to reach the goals we or the network had determined.

Start a blog right away and claim the brand/program name on all popular networks (as discussed with Barry, this process is already started), specifically in those relate with video sharing like YouTube, Vimeo, Hulu, blog platforms like Blogspot, Blogger, WorldPress, Livecasting networks, social media networks like Facebook, and in stream networks like Twitter or AOL. I would determine influencers/bloggers and target them from the very beginning of the project. We will give them a reason to advocate of our brand and content, and generate a friendly relationship with them. This will give us community trust and will generate qualitative buzz. So far, I found Emerging young adults blog, Mom Loves You Best, The New Parents Guide Blog, Advice for new parents, Parent post, Newparent, Toddler planet, just to have a global idea.

I would set up a Twitter account, a Feedburner account for Rss reader, a google Webmaster Tools account and submit our content to social sharing guides. This last step is to grow organically in Google searches as Google would see that we generate valuable content and is everywhere in the net, so will rank firs in new parent searches.

1

(I have just learned about a new tool that lets viewers twitter their comments to specific moments of a video. For an example go to http://code.chirls.com/sotu-video/#1200. We can post this tweets into our blog in real time.)

The blogs we generate would have unique content with catchy titles to create buzz and traffic also to rank firs in google searches organically (Search Engine Marketing). Use Adgoroo to track keyword.

Then we will create a branded email template and bookmark our content on Delicious, as researchers use it to find new content. For doing so, we can use MailChimp.

Is time to define our style on twitter as creators of content, or social media identity (define core search keywords too). Â Study the Analytics to have more information about how the web and blog are performing and make conclusions with all the information we have gathered about the people who is searching and interacting with our content in order to make changes.

For the second part of the process of launching our services, we will build a following on Twitter to generate traffic to our Twitter landing page.

Next, I would start an email campaign for education and retention, in other words, to let people opt in to receive daily tips or news. At this point we will create an editorial calendar and stick to it. We can use Tungle.me to do so.

We will enable easy social sharing mechanisms for our viewers to share our content. This will also increase our credibility s number of hits start to grow and people start to share.

Is time to start the third step of our process, by establishing ourselves as experts in the field by answering questions in detail in webs like Quora, LinkedIn or the new Facebook Questions tool of our Facebook page (at this point we still didn't started to use it extensively).

We might publish an e-book answering young parents basic questions as a basic reference manual (actually, my roommate started o write one giving advice to new parents in New York, based on his experience as a baby sitter).

The best time to reach our target market: Men from 9 a.m. to 5 p. m. and women from 5 a. m. to 9 a. m. (source GfK MRI). I will consider schedule twitters for 9 a. m. late evening and during the weekend. Hotsuite is a fantastic tool to do so.

2

We will now have enough followers to segment them in different categories.

A Google AdSense and AdWorks account should be created to start and add campaign in Google to advertise our web in other blogs and webs related. Then after we would launch a Pay Per Click advertisement campaign offering something relevant to our users or our sponsors to quantify also how well are we doing our job. Do the same in Facebook, targeting by location and interests.

Fourth step: reach the masses.

Create a Facebook page and gather fans using the "like" button to make Facebook create traffic to us. We would connect our blog to Facebook to extend its reach and create a forum for dialog. Use North Social tools to customize it with a whole variety of apps.

We should start rating how well our adds are performing and improve them accordingly.

Start writing guest post into sites for our target market. This will increase dramatically our number of visitors. We should engage every comment we receive to maintain traffic levels.

At this point, we could offer our e-book in exchange for some user data, like email. With this tactic, we will create word of mouth and viral traffic.

In the fifth stage of the process, we would focus on producing great content studying anchor text (put key words on the blogs so searches will direct users to our content) to get people click back and bringing new visitors. Use Google Adworks Keyword tool to find the right keywords to use when writing your article. It can make all the difference in the amount and quality of the visitors you receive to view your article. Use Adgoroo to track keyword.

We should test our video blog with real people to gain insight. Also, we should test our emails to bring more people to the site. For doing so, we can use Analytics, CreazyEgg and UserTesting utilities.

The next step is to write and talk about tools and companies whose products are related with toddlers. They will likely share it with their audiences and will build lasting relationships. Use Spyfu to spy our online competitors.

The sixth and last stage of our launching will start leaving open our twitter tabs for live interaction between parents/followers.

3

A great way to generate traffic is creating an infographic based on the information we had gathered so far. People tend to book mark them and share them more than other media.

Is time for a social viral contest to vastly increase our reach. For instance, we could give some merchandising free for those who "like" our Facebook page. It would require sharing as an entry rule.

Finally, we should use third part applications to make our ads work better.

And continue testing and testing.

I forgot to mention that we have to crate google alerts in case somebody is talking negatively about us, and track all twits and Facebook comments for negative impressions and address them by mail (off the wall) as soon as possible. We have also to scan and track related conversation in related blogs, microblogs, and other platforms to document trends and sentiments.

All our efforts should be measured and quantified: Google Analytics to have all the information about our visitors and how they interact with our web or, for example, when in a video they left the page.

Google Adworks keyword tool.

Google Feedburner monitor the health of your blog feed Hotsuite is a very useful tool for al monitoring: track comments, schedule tweets and Facebook comments, and generate Analytic charts for monitoring the progress of social media campaigns, crick stats for twits, and monitor activity on our Facebook page including daily likes, posts, demographics, and more.

Open Audience Manager would help our site publish feed stories to those who’ve clicked their like buttons. We will get how many people, location, age group, etc liked our page unless who they are.

Klout is a measurement for our overall online influence based on Facebook, twitter and linkedIn. It measures how people react to our messages. It will answers questions like " Are our tweets interesting and informative enough to build an audience?", "How likelly

4

are we retweeted?", "Are we tweeting too little or too much for your audience?", and much more.

Trackur is a very powerful social media monitoring tool used to monitor our reputation, our news mention, or our competitors.

Notify.me would help us to stay current of sources of interest on the web by delivering notifications to destinations of your choice.

Social Mention is like Google alerts but for social media TweetDeck to manage all your personal social media profiles. TweetDeck allows us to connect across Twitter, Facebook, MySpace, LinkedIn, Foursquare and Google Buzz. we can update all or just a few with the same status at one time.

Keepstream is an application we can use to organize our tweets and Facebook comments into collections to use them lately in pressentations or blogs. We can also search for keywords in stored tweets.

For Analitics, I will use Spredfas. Measurement is determined by the amount of content distributed, how many people were reached and whether the intended audience was engaged.

TweetDeck is your best (and free) bet if you’re looking to manage all your personal social media profiles. TweetDeck allows you to connect across Twitter, Facebook, MySpace, LinkedIn, Foursquare and Google Buzz. You can update all or just a few with the same status at one time.

CoTweet is an excellent tool for small businesses or divisions of larger businesses that spread social media duties among team members and have a customer-service approach to engagement.

Real time Facebook Insights provides metrics around our Facebook Page content. By understanding and analyzing trends within user growth and demographics, consumption of content, and creation of content, we are better equipped to improve with Facebook.

Our success will be measured in the following way: Measure Facebook likes to tell people about the blog and open a line of communication with our viewer and his friends to embrace conversation

5

Measure tweets, watching a news link spread organically is a measure of awareness, engagement and traffic drivers, and to know how people talks about us, and how much.

Then we should reach them: If they are getting wrong information, give them the right information. If they are complimenting us, we have to thank them. If they ask us a question, we have o answer it. Success can happen in different ways.

â?Ś

6

Social Media Lauch Rocketboom productions

#