TiffanyÂ Young firstname.lastname@example.org http://socialmediadiscussions.wordpress.com/
Table of Contents
Client Proposal ……………….. 2 3 Audience Analysis ……….…………. 7 Social Media Proposal ……..…….. 8 9 Summary …………...……………… 10
Client Proposal Citizen Skate Café is located in the Chicago, Illinois, Uptown neighborhood. The shop is owned and run by members of the church Jesus People USA; the church is also responsible for the popular Christian music festival Cornerstone. Much of the shop’s funds go back into the church to fund many of the church’s ministries, but Citizen also wants the shop to serve as a place of support for the Chicago skate scene. Rich, one of the managers at Citizen Skate, has seen firsthand how skateboarding can have a positive effect on people because it kept him out of trouble. Rich hopes that people will come to Citizen not only to buy boards and gear, but also to hang out and watch videos. Citizen Skate Café prides itself on being selfsustaining and also being skaterowned and operated. The shop carries a variety of skateboards, accessories, clothing, and skate videos. People can also come to the shop and relax with a cup of coffee, or enjoy one of the varieties of baked goods the café has to offer. The shop’s audience varies; while a majority of customers are skateboards, they do get business from those who identify as ‘hipster’. The latter group usually stops in on the way to work or can be found working on laptops in the café. While Citizen Skate Café has a unique position as being one of the few, if not only, skate shop also offering a coffee shop, it does have competition from other skate shops that are better known. When talking with skateboarders in the community, two places were mentioned the most: Modest and CCS. Modest is located in the Forest Park neighborhood and has been around since 2005. The shop is wellknown among Chicago skaters and also appeals to those into hiphop culture. A unique offering from Modest is that they will take and donate your gently used skateboard deck when you buy a new deck from their store. Modest is very active on social media and has 2,940 Facebook likes; they often post new updates frequently. Their Twitter account has over 500 followers and also sees frequent posting. Another competitor is CCS, an online skate shop that has been slinging skateboards for the last 27 years. CCS allows its customers the convenience of buying skateboarding gear through mail order. The company also sells other action sports products, and consumers have reassurance of the quality of their products. Citizen Skate Cafe is positioned well within the skateboarding market and in the skateboarding community. They offer a service that brings in customers who are not only involved in the skateboarding 3
community. By serving coffee, Citizen can bring in profits from those looking for boards, and gets those who do not know about the shop in the door. Citizen Skate Cafe is on all major social media platforms. Their Facebook page has over 500 likes, but there is little activity seen from page visitors, which may be mostly due to Citizen not being very active. The shop uses photographs to create engagement, but, overall, is not fully used. Citizen Skate makes use of Instagram and todate has 197 followers; however, it is noticeable that while followers engage with the shop, there is often no communication back. The photos appear to be used only to show off the shop. On the shop’s Twitter page, there are about 70 followers. Most of the tweets are used to
make announcements about products, events, and upcoming sales but there is also no engagement with followers on Twitter.
Facebook has no activity since November 20th.
Low following and Twitter engagement
Great photos but dead since early February
Audience Analysis Patrons of Citizen Skate Café range from 14 to 30 yearsold and live in the city. Citizen Skate Café consumers are white and middleclass urbanites who can be described as punk, skateboarders, and hipster. Patrons are either students, band members, freelancers, or those working 9to5 jobs who stop by to grab coffee on their way to work. Citizen Skate patrons engage in social media by posting reviews about their experiences in the shop, which can be found on Facebook, Yelp, and Google+. When Citizen engages on Facebook and Instagram, followers leave comments. The skate shop has many young customers who are active on Facebook and Twitter, and enjoy watching videos on YouTube. Citizen Skate Café is in a great position in the community as a skate shop that invites nonskateboarders to come and hang out. The shop also serves as a Christian ministry without being pushy and is always inviting to nonbelievers. Many of the shop’s visitors are not members of Jesus People and do not know that the shop is a part of the church. This seems to have worked in Citizen’s favor as it has earned them business from customers who appreciate the positive environment. My only recommendation is that the shop needs to do more to appeal to younger skaters who are in the middle school to high school age group. While adults come into the shop for the coffee, younger people are more inclined to come in for the skateboards. By targeting younger customers, Citizen is continuing its mission to give back through skateboarding by providing a positive place for young skateboarders to hang out.
Social Media Proposal Citizen Skate’s main challenge is their inactivity on the social media platforms they are utilizing. As mentioned before, the shop is currently on many social media platforms, but the last post on many of those platforms was in November 2012. It is my belief that this inactivity is the reason for their low number of followers on Facebook and Twitter. For many consumers a brand with low social media activity or engagement can come off as the company being uninterested in its patrons. After a while, those who are following the company online will become disinterested and unlike them. Citizen also has a problem with a lack of awareness of their presence in the social media world. In implementing a social media plan for Citizen Skate Café, the main goal will be to create brand awareness about the store. On the shop’s Yelp and Google+ sites, people have left glowing reviews, although there are not many reviews. This is an indication that people are not knowledgeable about or aware of Citizen Skate Café. By creating a plan that can get people conversing and causing buzz, we can help build awareness about Citizen Skate Café, and put the shop in the minds of potential customers. The first part of our social media plan is to place two people, not including a manager, in charge of updating and maintaining the Citizen Skate’s social media pages. This is to create accountability for keeping the site up to date. Their updates should happen at least two or three times a day on Facebook and Twitter. On the store’s website, there should be icons on the page that link to the social media platforms the store is on; this will allow for customers to have an easy way to engage with them. Once people know about Citizen, we need to create content in order to engage people and get them talking about Citizen Skate Shop. We will continue to use photographs to show off new products on Facebook, but original photos will be used instead of company photos. Facebook will be used to post videos of the staff, featuring favorite skateboarding footage and posting original skate videos. A contest will be held to find Citizen Skate Café’s official videographer to film the shop’s skate videos. Contestants’ videos will be posted on Facebook, and followers will be asked to vote for their favorite submission. Utilizing Facebook and Twitter, secret sales will be announced. In order for customers to take advantage of the sale, customers must say a secret password that will be shared on the two sites. The video share site YouTube, will be used to share original skate videos and skateboarding tutorials that can be shared and passed around on social media. On Instagram, staff will post pictures of their favorite new products in the store as well as pictures of decks they are currently skating on. The hope of these recommendations is that it will it engage consumers and encourage them to visit and have conversations about Citizen Skate Café. The goal is to create enough content and engage enough that we can soon began to listen and monitor what our consumers are responding to. The success of this plan will be seen when engagement from customers starts to increase from its existing 8
followers. It will be from those existing followers sharing our content that our numbers will increase. The true test will come when new visitors to the shop come in because of our social media efforts sparked their interest.
Homepage without social media icons
The goal of Citizen Skate shop is simple: to be a selfsustaining skate shop that can be a safe haven and home for people in the community, serve as a place of support for local skateboarders, all while serving Jesus Christ through the shop. By implementing the laid out plan, Citizen will be able to stay true to itself and still gain brand awareness by showing how intune to skateboarding culture they are. The plan will not only improve business and potentially get thousands of followers overnight, but, if implemented, will improve Citizen Skate’s standing on social media and improve sales. Within the first three months, the increase of activity on Citizen’s part will help increase the activity on the social media platforms they are currently on because we will be establishing the shop’s desire to engage with its followers. From this, there will be increase in followers, and within six months there will be a significant increase in the number of followers. During this time sales in the store will increase due to the relationships being built through social media, but, most importantly, Citizen Skate Cafe will have established itself as the authority on skateboarding. I am the best person to implement this plan because I know the skateboarding culture. I have been around skateboarding since I was in high school and helped out skateboarding friends by videotaping tricks. I know what consumers who are part of the lifestyle want, and how they contribute to social media. I have also watched and kept up with what’s new and changing in skateboarding. You also have my social media skills and general love of skateboarding, but you also have my important understanding of Citizen’s love and devotion to Jesus. In my efforts, I will implement this plan and stay true Citizen’s goal of serving God.