Facebook: A social media platform prospectus to build the WOWW brand.
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Dr. Leigh Browning Adriana Gallegos Emily Gross
Media Minds social mobile web design Minding what’s next
Table of Contents Executive Summary 1 Problem & Solution
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Audience 4
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Conclusion 19 Measurement/ Adjustment Research Findings
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Executive Summary Strenghts • colorful pictures • coherent, professional design • well branded
Weaknesses • non-frequent posts • same update posted twice • very few photos • not engaging
SWOT • reviews • likes • shares • brand awareness and engagement
Opportunities
• lack of brand growth
Threats
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A little bit about Facebook and the importance of Social A littleMarketing.... bit about Facebook and the importance of Media Social Media Marketing...
The world of marketing is constantly evolving due to ever-changing consumers. Now, more than ever, it is important to consumers that marketing does not interrupt their daily lives, but rather become a part of consumer experiences. In the past decade, social media has completely transformed the marketing world and daily consumer routines. In less than ten years, Facebook has not only changed the way people interact with one another, but also the way brands interact with consumers. As of 2012, more than 8 million people were using Facebook on a daily basis (Marketo Cheat Sheet). If this many people are already on one social media platform connecting with other brands, why not take a few simple steps to become one the brands that they are interacting with? Facebook not only allows your business to connect with potential customers, but it also allows you to connect with other businesses and interact with them in a way that is incomparable to other social media platforms.
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Problem Proposed Solution
Goal
Although there is a Window on a Wider World Facebook page, it is ineffective. As of early August, there were 50 likes and 0 reviews on the page. The Facebook page is not reaching the intended audience or creating brand awareness.
To increase awareness of the WOWW brand.
By using Facebook, brand awareness will increase. We have provided research to prove our theory.
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In modern marketing, it is important that you do not reach out only to your target audience, but rather build a brand that your target audience will fall in love with and therefore pursue a relationship with. You can invite them to view and “like� your page, but if you do not continue to post content they enjoy, you have lost the connection.
Target Market 4
Research Findings
As of December 2012, there were more than 1 billion monthly active users (JJJRH)
One out of every 5 page views in the United States is on Facebook (JJJRH)
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Everything you need to know about your Facebook Page Customizing your page Your Profile Picture, Cover Photo, About Section, and tabs at the top, underneath the Cover Photo, of the page are all customizable. It is extremely important to keep all of these page features up-to-date and relevant for your consumer.
Tabs We recommend adding a Welcome tab, Events tab, Funding tab and populating content regularly under these sections.
Photos Customize your Cover Photo to promote upcoming events, campaigns, fundraising efforts, etc.
About section The About Section is the first place a consumer will go on your page for information about your brand, this gives your brand the opportunity to highlight what it has to offer. Always keep information current and detailed. We recommend adding your mission statement, company overview, an email address, operation hours, founded date, etc.
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Reviews When promoting your Facebook page to consumers, clients, friends, etc. ask them to rank your services and their consumer experience on your page. We highly encourage this. Today, consumers trust other consumers more thant brands. Someone is more likely to interact with your brand if a person they know had a positive experience and shared it with them. If someone does post a negative review on your page, do not delete it. The chances that someone else has already seen it are high. By removing a negative review, consumers will think your brand is less authentic and honest. Rather than removing the review, comment back on the review and have a conversation with your consumer about their experience.
Newsfeed EdgeRank (jab jab jab right hook) - EdgeRank is the algorithm used by Facebook to determine the posts that each user sees. It separates posts based on what seems to be the most interesting to the most number of people. The more engagement that a post has, the more likely it is to display on someone’s timeline. Because of EdgeRank, posts need to be interactive and appealing to your consumer so that it will properly reach your intended audience.
Research To access your page insights: click the three dots on the lower right hand side of your cover photo and then click on page insights. Page insights provide data to you about your page. Insights monitor page activity and performance as well as information about the people who like your page. Page insights help you make decisions, based on this data, about what posts you should continue to create and leverage. Pay very close attention to your page insights so that you know what is working for your page and what isn’t. By monitoring your page insights, you can better appeal to your audience and enhance your consumer experience on your page.
Everything you need to know about your Facebook page 7
Content Creation Brand Identity Determine WOWW’s brand identity and tone and stick to it when posting on social media sites. For example: Ben & Jerry’s Ice cream is known for being funny and Blue Bell is not. Blue Bell can not start being funny all of a sudden.
Partnerships When you promote other partners and businesses and tag them in the post, more people will see it and it will enhance your audience and brand image. Not only do people who like the WOWW page see the post, but also the people who like the other page that you tagged.
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Creating the perfect post...
Consistent Variety
Visual Purpose
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Variety
No one wants to see the same post repeatedly. Mix up your social media strategy by providing an array of content and visuals in your posts.
Consistency is important when setting a tone for your brand, in terms of social media. If you’re going to post once a day, post once a day consistently. If you’re going to post once a week, post once a week consistently, etc.
Visual
Consistent
Pictures, graphics, video when possible, links, articles, shares, etc. The Definitive Guide to Social Marketing
Entertain Inspire Start Conversation
Monthly Bi-weekly Weekly
Teach How To Do Something
2 x week
Provide Relevant Information
3 x week
Social Media Marketing isn’t about the quantity of your posts, if it suits your brand, to only post a couple of times a month, ensure that those few posts are of substance. Consider your goals each time you post and ask yourself, what you want the consumer to take away from your post. Do you want them to go somewhere? Do you want them to donate? etc. Structure your posts accordingly.
Purpose
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Ask:
Does this help our brand's likeability?
Is this interesting, engaging, useful content? The Importance of Responding It is vital for WOWW’s brand that they respond to consumer’s posts and comments in a timely manner. Just like face-to-face interaction, it is important that when a consumer asks a question or starts a conversation on your page that you respond.
Storytelling on Facebook Every social media platform has its own use. Facebook is used for storytelling. Creating a story that consumers want to listen to, or in this case read, drives interaction and thus, builds a relationship. Not only do you need to tell your own story, you need to listen to those of others.
Shareable Content When consumers share your content, people who don’t normally see it are exposed to it. The goal of posts should be to reach your normal audience and inspire them to share it with others. The more your content is shared, the greater reach you have and thus more brand awareness.
Spelling and Grammar One of the fastest ways for a brand to lose credibility is to be seen as unintelligent. Proofread all posts for spelling and grammatical errors and double check all facts. Have someone else check the post as well if necessary. 11
Content Marketing Tips Follow Industry Experts What are other people in your field doing, talking about, playing with, exposing, highlighting, sharing, etc.
Be Nosy Listen to what people in your target audience are saying. What are their interests this week? What are they talking about? Then customize your posts around what you find and relay it back to your brand.
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Training Security/ Security issues
Page hacks and security issues are a constant worry when managing a social media site. To prevent hacking and fraud, set strict rules and regulations for those that do manage your page.
Contract/Policy (better social media security)
Before making someone another Administrator on your page, have them sign a social media contract. (MEDIAMinds would be happy to assist you in drafting up a social media contract for your brand.)
Confidentiality
(the definitive guide to social marketing) Be cautious in who you entrust to manage your social media page. Do you trust that person to: • uphold the brand identity • be honest and trustworthy with managing your page • not share passwords • not share proprietary information
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Training Employees • When training employees to manage your social media accounts, be sure they are familiar with: • WOWW as a brand • Do they know the brand inside and out? Do you trust them to respond to consumers? • the social media platform they are on • up-to-date company information • partnerships • upcoming events, fundraising efforts, etc. • correct spelling and punctuation • current trends • will their posts appeal to your target market? • current happenings in your industry/ world • can they post and share relevant content? • Are they creative enough to post things that will gain attention? • Are they analytical? can they monitor page insights and make adjustments based on data? • Are they dedicated? monitoring social media is a 24/7 job. Consumers need to be responded to timely and posts need to be made regularly. • Are they able to respond appropriately during a crisis?
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Word-ofmouth
WOWW Website
Driving people to WOWW’s Facebook Page Print (brochures, business cards, etc.)
E-mail Signatures
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Calendar It is important to have an idea of what is going on in the lives of your target audience (in this case, elementary school teachers) and capitalize on those things. Please refer to the following calendar for examples. Don’t forget to post about your events to promote them and share successes. You can also post when you add a new organization or school.
August
Elementary school teachers are beginning to prepare for the school year. They are decorating classrooms and putting together lesson plans. They also attend in-services and faculty meetings. Most elementary school teachers love showing off their classroom. You can create a contest for most creative classroom. Sample posts: “10 Ways to Survive an In-Service” “Allow your students to express their creativity by creating their own name tags! We suggest providing the following materials and allowing their creative minds to take over!”
September
September is National Classical Music Month. Sample post: “September is National Classical Music Month. We will feature new a classical music legend every week along with fun facts and memorable compositions. These features will be great to share with a class full of young minds!”
October
In the spirit of Halloween, you can suggest that teachers, guest speakers, or even students dress up as a famous artist, composer, musicians, etc. and share fun facts about that person.
November
A lot of elementary schools put on plays featuring their students around this time of year. You can make suggestions that they share information about their plays and tips for things like costumes and eliminating stage-fright. You can also post about Thanksgiving. Sample post: “How You Can Teach Your Student That Thanksgiving is About More Than Pilgrims and Turkey” 16
Calendar December
Teachers like to have holiday parties for their students in December, but they are also preparing for their holiday break. Sample posts: “Holiday Projects for Kids That Haven’t Been Overdone” “We’re enjoying this holiday season! Tell us your favorite way to spend the holidays!”
January and February
Teachers are getting back to school and teachers of higher grade levels may begin to focus on state testing. You can also make the most of snow days. Sample posts: “Most Amarillo Area Schools Are Closed Today. How Are You Spending Your Snow Day?” “Great New Year Resolutions For Every School Teacher.”
March and April
STARR testing is usually in March and April. Sample posts: “How to Make STARR Testing Less Stressful for You and Your Students.” “You’ve Probably Rewarded You Students for Their Hard Work This Year, But Have You Rewarded Yourself?”
May
Teacher Appreciation Week is usually the first week of May. It would be a mistake not to take full advantage of this. Sample posts: “It’s National Teacher Appreciation Week! We Want To Thank All the Wonderful People Who’ve Dedicated Their Lives to Educating the Children of Our Community!” “25 Things You May Want to Throw Away When Cleaning Your Classroom For the Summer and How You Can Reuse/Repurpose Them.”
June and July
Elementary school teachers will not respond to your posts (especially those regarding school) like they do during the school year. Do NOT stop posting because of this. They will still be looking at their social media page and it is important that you do not disappear from their news feed. This is a good time to post “Throwback Thursday” pictures which is an old picture tied to a good memory. This would also be a good time “share” posts from other people and business. By “sharing” you are staying connected when there is little to nothing going on in schools. 17
Measurement & Adjustment Measurement and Adjustment • Monitor Facebook insights regularly to measure consumer engagement. • As you measure your page, using Facebook Insights, continue to ask if you are achieving your brand goals. If not, adjust as necessary to better appeal to your consumer. Adobe Marketing Cloud***(Marketing in a digital world) • The Adobe Marketing Cloud has become the industry standard for managing social media. The Adobe Marketing cloud offers custom solutions and recommendations for your brand based on what is working and what isn’t working for your brand’s social media strategy.
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Final Recommendations
LinkedIn In our opinion, LinkedIn would be the best social media platform to expose your brand to next. LinkedIn is a social media platform used for networking with consumers and other brands in a way that Facebook does not provide. LinkedIn is all about connecting. We think LinkedIn fits your brand in that you can be connected to other businesses to partner with for your WOWW programs.
Facebook Facebook makes the WOWW brand discoverable, connected, timely, and insightful. These 4 characteristics are absolutely necessary in order to increase awareness of the WOWW brand. We have provided you with the tools, ideas, and research needed to make your brand successful using Facebook.
Conclusion 19