The Visionaries Yu Zhang / Gloria Tshilenge / Robert Schlosser / Lindsay Horner / Gagen Kapoor
Table of Contents The Audience Audience Engagement on Social Media Social Media and ROI The Audience’s Response Social Media and Website The Main 3 Platforms Social Media Monitoring Software “Best Practices” Twitter “Best Practices” Facebook “Best Practices” YouTube Monitoring and Moderating Social Media The Day Planner The Budget ROI Advertising Concepts
The Audience • Male or Female 23 to 35 • Large Urban Population • Completing or Graduate of Post Secondary Institution • Student or currently in Career • Extroverted: this individual is not afraid to make a statement by owning the newest most advanced piece of technology • Organization, schedules and routine are highly valued, however this individual is not afraid to change • Enjoyment is just as important as practicality and functionality.
Audience Engagement on Social Media Samsung is evidently already an extremely well established brand and an icon within the mobile phone industry. The Note 4 is also one of the leading product lines within the category of android smart phones. Creating “buzz� or engagement with the audience to participate on social media platforms will mostly come naturally, due to the high interest of the product. Therefore, by having the information easily accessible via Twitter, YouTube and Facebook, audiences will naturally want to engage with the material available. However, certain steps will be put into place to help facilitate this user engagement. Such things as a countdown to launch date via Facebook. Sneak peak tutorials via You Tube for the eager consumer. Also tweeting about various new features that consumers may find very interesting or advantageous compared to competitors and the predecessor to the Note 4. Other such tools to help facilitate engagement would include: celebrity endorsement videos or tweets, humorous commercials via YouTube, limited time contests (Examples: free phone or case) and other information strategically leaked at set dates. Ultimately, by making the information available, consumer excitement will naturally drive engagement via social media.
Social Media and ROI • With the upcoming launch of the Note 4 in late October, interest and awareness needs to be heightened. We want customers to be excited about the launch of their new favorite phone. Certain aspects that should be highlighted are the advanced and newly updated functions, features and benefits compared to competitors and the predecessor Note 3. Social media should encourage interaction with the brand and the product through the engagement efforts mentioned above, such as online promotions and contests. Ultimately the goal of using social media is to create anticipation for the release of the phone. • Measuring the ROI with social media can be done through various ways. Using Google Analytics one can track such things click through rate, bounce rate, visit duration, page views per visit, landing page, repeat visitor, return visitor, new visitor, exit page and other performance statistics of current website and social media platforms. Other forms of ROI can be such things as pre-ordered phones, re-tweets, #Note4 usage, shared videos and overall interaction with the brand via social media.
The Audience’s Response Communication Objective: increased product awareness among the predetermined target audience prior to product launch on October 24th. Through social media it is expected that the audience responds in a excited way. We hope the audience will be fully engaged within the “Samsung Family” and continue to learn and spread knowledge, functions and general “buzz” of the Note 4. This communication objective would entail that consumers are fully engage on all social media platforms, while also partaking in contests. The overall response or emotions that the Note 4 should arise are excitement, eagerness and passion for the product.
Social Media and Website Throughout the different social media platforms being utilized there will be subtle indications of our website. For example, on Facebook there will be a link to our website within the description of the page. Also, on all three different forms of social media, the website will always be referred back to as the channel to find everything Note 4. Also, utilizing banner ads on Facebook, twitter and pre-video ads on YouTube, one will be referred to the main website once clicking. However, the synergy between these two channels of information also works the other way around as well. For example, once on the website, it will prompt consumers to like our page, or tweet about what features are most important to you. By having both channels of information directing users to each other, we hope to achieve maximum engagement among all social media platforms and the website as a complementary hub of information.
The Main 3 Platforms Facebook: We cannot ignore the most popular social media platform, Facebook. This social media platform has the largest user group, which keeps expanding, so it has the biggest dissemination power among consumers. The users are spread all over the world and include all ages, occupations, income levels and shopping habits. It is easy to reach our target audience and draw potential consumers as well. Facebook allows us to do comprehensive and detailed promotions through photos, videos and texts on our own page. Facebook, unlike other social media platforms, is able to illustrate large amounts of information to consumers. This can be done through wall posts (much larger text space than twitter), videos (same as YouTube) and pictures. Twitter: Using short sentences (140 characters maximum) and photos to quickly reach target audience by swift exposure of updated news. Twitter is efficient at current and rapid information dispensing. We can easily receive immediate feed back from followers and reply to them. Twitter is an efficient social media tool to receive large amounts of crucial consumer information, which allows Samsung to create the ultimate user experience in the Note 4. Such things could include features, apps, layout or any consumer desires that one wished Samsung would add, change or fix to the new Note 4. Users could simply tweet, “wish there was a phone that could act as a projector #Note 4”. Samsung could take these tweets into account when finishing the final product. This could also spark ideas for potential “add on” to the phone, such as a portable projector that hooks up to the Note 4. It's also advantageous for forecasting the trend of consumption opinion. We can share the URL to drive massive traffic to our website and blog as well. Considering the specialty of Twitter is quick messaging and fast interaction, Twitter might be a proper social media in the new fast paced lifestyle. YouTube: YouTube gives us the opportunity to showcase our gorgeous product and demonstrate the advantages in action. It's especially suitable for our product. We can introduce the product by visualized videos and educate consumers with tutorial videos. The videos are not only showing the features and benefits of the product, but also illustrate the overall brand image. We also can get feedback from user comments, which may help modifying and enhancing our online commercials' position. On the other hand, users may upload home made tutorials expressing one’s satisfaction with the product, which could be more of a powerful advertising tool than Samsung’s own commercials.
Social Media Monitoring Software The social media monitoring software we will be using for Twitter will be a company called ‘TweetDeck’. With TweetDeck, we are able to organize and manage multiple Twitter accounts, this is important for the Samsung Galaxy Note 4 due to the fact that we will have different Twitter accounts for different purposes. One of these accounts will be used for technical and user support so that users can easily tweet @ the account if they are having difficulties with their device. The other account will be for promotional and interactions with the consumers and users of the Note 4. TweetDeck offers several columns with different types of interactions and functions happening within your Twitter account. You can basically monitor who is tweeting about you or at you (your interactions), what your followers are up to (activity), if someone has private messaged you (messages) and a column of your regular Twitter feed. All these columns are put on one screen, which makes it much easier for the user to manage. We will also be using ‘Hootsuite’ to manage, control and monitor all three of our chosen social media websites. This monitoring software tool is essential for our business because it allows us to manage Facebook, YouTube and Twitter all with the same interface. We are able to respond to public feedback, messages, mentions and comments. A single dashboard makes it easier and faster to interact with users. We are also able to connect with our target market; both male and female ages 22-35 with an income of $20,000+ located in urban areas. By doing so we will be getting a more reflective ROI on our target market. Being able to save more time with archived responses of regularly asked questions would also make using social media a greater experience for us. With the use of ‘Hootsuite’ we can filter “noise”, meaning we are able to focus on social content that effects the Samsung Galaxy Note 4 in certain geographical regions which also makes it easier for us to connect with people in different areas of the world and provide more efficient feedback. We chose Hootsuite to monitor our social media networks because it provides excellent analytic tools such as: tracking the growth of the Samsung Note 4, being able to understand our clients demographics in a more concentrated manner and effectively monitor social media under one easily understood platform. Observing the connotation surrounded by Samsung and the Note 4, either as positive, negative or neutral with real time measuring metrics. This can help us turn negatives into positives before they are too far-gone, such as the Apple iPhone 6 with #bendgate, turning a neutral into a positive spike or even a negative into a neutral. Measuring the amount of clicks, tweets, re-tweets, likes and shares, will help us to understand where we stand in the terms of social media awareness and the areas where there is not as much traffic.
“Best Practices” Twitter Plan: creating a calendar with dates for specific tweets, timed for specific audiences. These tweets will not only be timed by week and day but also time by hour so the tweets will be seen by the target audience and also considering time differences for international users. On average there will be 50 tweets per day, between the hours of 10a.m to 11.pm, spaced out 4 minutes apart. These tweets could include general information tweets, comment tweets and responding tweets. Assign responsibilities: assigning responsibility to a single person to look after the social media context for the Galaxy Note 4 for Twitter. They will be responsible for making sure tweets are sent at the correct time, responses are appropriate and answering any questions via tweet or direct message. Once the brand starts to take off and become more relevant, responsibilities will be divided with another member. Launch for success: Posting pictures and videos will help make the Twitter page look more full and will also have a sense of recognition for the new users. We will also send emails to current Samsung users to come and tweet their thoughts about the new phone and the company. Monitor comments: monitoring tweets and comments will help us keep a positive image for the Note 4 and will be able to respond to any tweets or comments in an appropriate time frame. By monitoring tweets and comments, we can make sure no spam or negative comments hurt the brand image. Measure for results: we will be using ‘Hootsuite’ and ‘Tweetdeck’ to measure results and analytics from Twitter. Being able to measure where and from who tweets are coming from will allow us to better understand our audience and the users. By measuring our results from Twitter we will also be able to adjust our strategies to make for a better experience for the users.
“Best Practices� Facebook Plan: Facebook interactions will be a bit more open, and other users can have back and forth conversations with one another on posts. On average there will be anywhere from 3-7 posts a day, during peak social media hours. Assign responsibility: there will be someone in charge of handling all Facebook posts. This person will have to make sure certain posts are posted at the right time. They will also be responsible for responding to comments and posts made by Facebook followers. These responses must always be positive and reflect Samsung and the Note 4 in an appropriate manner. Launch for success: Just like the Twitter account for the Note 4, the Facebook page will have to be filled with content so it does not look like a page under construction. The page will consist of videos of the phone as well as pictures and articles. We will be sending out emails through Facebook to people who have already liked something to do with the Note 4, this could be a like about Samsung, android phones or even smartphones in general. Monitor comments: we will be monitoring comments on the Facebook page using Hootsuite. We want to welcome as many comments and posts as possible to build credibility for the page. If there are any negative comments, they will be neutralized in a professional and time efficient manner. Making sure there are no spammers will be very important because it will make the page look unprofessional and could hurt the image of the brand. Replying to comments directed towards the page will be replied to in a timely manner so the users feel a sense of community. We want them to feel like they are apart of our brand and we will do this buy engaging in two-way conversations. Measure for results: to measure results and activity, we will be using the built in analytics provided by Facebook as well at our secondary Hootsuite. This way we will be able to compare the results of the two companies and provide the best services possible.
“Best Practices� YouTube Plan first: The plan for YouTube is going to be a bit different then the other mediums we used. With YouTube, we will focus more on having tutorial videos of the phone. Advertisements will most definitely be posted on YouTube as well. Frequency will depend on how much relevant content can be produced. But the goal for the Note 4 is one informational video a week and one humorous video a week. Assign responsibility: There will be an individual appointed responsibilities for posting the content onto YouTube. They will also be in charge of responding to important comments or even liking certain comments. Launch for success: There will be content loaded onto the channel before being properly launched. We will mostly show case advertisements and videos of the phones new features. Once the launch happens, more videos of tutorials on specific things about the Note 4 will be posted based off of common questions from users. Monitor comments: Monitoring comments for YouTube will be more challenging then the other social media websites we have chosen, mostly because there are so many comments on videos, its difficult to respond to all of them. However a effort will be made to view all comments, however top rated comments and question comments will take a higher priority over the rest. Measure for results: measuring results with YouTube will consist of number of views per day, week, month as well as comments and discussions. We will be using Hootsuite again to monitor these results, and work to refine our strategy by understanding what our target market demands to watch.
Monitoring and Moderating Social Media This aspect was slightly covered and touched upon within the “Best Practices� section. As mentioned before, a team of at least three people (one per social media platform at all times) will be monitoring and moderating the user engagement online. Comments will need to be addressed within a two-hour basis. Negative comments however will need to be properly replied to and satisfied within an hour time frame since the original post. Positive comments are encouraged and will be liked or re-tweeted. Negative comments will be neutralized in a professional manner. This bad publicity will be evidently turned into good publicity by the way our social media team timely responds and solves the issue at hand. Humor will be used as an asset when communicating with the public, however it will always be acceptable humor and never offensive.
The Day Planner
The Budget Within the social media advertising campaigns, such as Facebook, Twitter and YouTube, the publicity is free. Where our money will be allocated will be in paid media advertisements (banner ads, pre-video commercial), outdoor advertising (billboards), television and radio and contests. We feel that utilizing the free social media platforms gives us a strong presence online. Therefore, a lot of funds are allocated to broadcast, to reach the consumers through a different channel. Also of note, a large portion of funds is allocated to contests. We hope that this will help engage consumer action with the brand via social media, and will create large amounts of consumer interest before the launch date.
ROI Throughout the report the ROI has been touched upon for each social media platform. This section will remind one of the tools discussed so far and go into further detail how ROI will be measured. There are also general goals that we wish to meet with each social media platform that can be measured. We hope to gain new followers and consumers throughout the launching of the Note 4 campaigns. During this time we expect an increased engagement with content such as tweets, likes, reposts and comments. Overall, Samsung hopes that these new relationships and engagement levels can sustain even past the launch of the Note 4. Twitter’s ROI can be measured through multiple ways. These ways include the number of replies or comments, re-tweets and favorites by our consumers. Another tool to measure ROI is how often #GalaxyNote4 is used with tweets. This will help us measure the level of consumer engagement with the content via twitter. In order to make our research time efficient Google Analytics will be used. Through this tool such things mentioned above as tweets, follow, click through rate and other various statics can be measured. Facebook’s ROI can be measured through various ways as well. This would include such things as liking the page, comments, likes, unlikes, tags and posts. Here we cannot only see the level of engagement the consumers have with the product or brand, but also the level of satisfaction. Unlike twitter, a consumer is less likely to tweet about a minor dissatisfaction that one may have with the product. However, on Facebook one is much more likely to simply write a comment stating one’s opinion. Such things as unlikes are just important as likes for this reason. Therefore, it is just as important to track these statistics using Google Analytics. Such things that are also imperative when tracking Facebook are click through rate and time spent on page. This will allow us to track how engaging the material is on the Facebook webpage. Youtube’s engagement with the target audience may be less than Facebook and Twitter, but is just as important. Such ROI are subscriptions to the Samsung channel, likes, video views and comments. This too will be monitored via Google Analytics but in a slightly less effective way. This tool will only be able to track time spent on page, click through rate and enter/depart refer. Enter/depart refer is how was the video obtained, through a different source, from the channels home page or from related videos. Depart refer is how did the user leave the page, through a different url or a related video?
Advertising Concepts Contest on YouTube (after release). Post a commercial on YouTube encouraging our audiences to post their own commercial filmed with their Samsung Note 4. The commercial will be approx. 30 seconds and rules and restrictions will be posted on the Samsung website page. The winning commercial will be voted on by our audience and users. A date will be posted on our Facebook, website and Twitter page on when the voting will commence and have everyone tune in on our YouTube Channel and vote for the best commercial. Beforehand our staff will have picked the top ten videos an again post them on our YouTube channel. The winning commercial will be featured as a Note 4 official commercial (featured on Television and Social media platforms) and the winner gets $10,000.
Commercial 2: TV and outdoor Commercial would be of Samsung employees all over the world utilizing the Note4. Because it will be a universal commercial it will be featured in many languages. These commercials will again be filmed using the Note 4. It will be filmed by the Samsung employees to encourage engagement amongst employees and our audience. The commercial will be called "through the eyes of the beholder". I believe by showing the employees in a different light it would have our audience see that the Samsung crew are just regular ordinary people. This also brings a humanizing aspect to such a large corporate company. It would showcase the employees on a personal level; one may say a window into the soul of Samsung employees. Commercial will be approx. 30 Seconds to a minute. Outdoor advertising: we will also feature a collage of pictures from the commercial on outdoor advertising
Commercial 3: TV and outdoor Third Commercial would be an overlay of the phone and a voice speaking in the background. The commercial will be about 20-30 seconds. It would be presented with V from V for Vendetta speaking in the background (famous speech from the movie) at the end it will say in bold writing, black screen " Join the revolution " Our billboard campaigns will be as follows bellow in black screen white writing, "join the revolution", and then at the bottom have hashtag Note4. Our customers can than go to Instagram or twitter to follow.