CREATING EFFECTIVE SOCIAL MEDIA CAMPAIGNS

CREATING EFFECTIVE SOCIAL MEDIA CAMPAIGNS

Introduction

This guide will explain the usage of social media as a marketing strategy.

Content Overview

Part 1: DEFINE YOUR GOALS & OBJECTIVES

Part 2: CHOOSE YOUR NETWORK

i.

General Tips

ii. Advantages

iii. Disadvantages

Part 3: BE PROMINENT

Part 4: CREATE YOUR CONTENT

i.

Define Your Brand Identity

ii. Quality: Text

iii. Quality: Image

iv. Quality: Timing

v. Quality: Frequency

vi. Interact with your Audience

vii. Be Relevant

viii. Create Hype

ix. Coordinate your Channels

x. Basic Content Ideas

Part 5: EVALUATE i. ii. iii. iv.

Track your Success Prioritize your Platforms Timing and Frequency Improve your Content

GETTING STARTED

Social media is a powerful marketing tool that provides the opportunity to show your brand personality and build a lasting relationship between your brand and your customers. Social media is a great sales generator that allows you to create value, engage your audience and expand your reach through sharing text, images and videos. If done right, social media marketing can contribute significantly to your success.

Ways social media marketing can improve your business:

Increase brand recognition Improve brand loyalty Increase sales/conversion rates Increase traffic to your website Provide opportunity to improve customer service Reduce marketing costs

Before we get started, here are some basic pointers:

When in doubt, keep it simple Be transparent and honest Don't be afraid to go out of the box Have patience! Social media marketing success doesn't come overnight. It's likely you need to commit in the

long run to achieve results

PART 1: DEFINE YOUR GOALS & OBJECTIVES

Before starting on building your social media presence, it is crucial to set an end goal. Set clear and specific objectives for your social media marketing efforts and decide on your long term goal for your company.

Objectives:

Increase brand recognition in social media channels Develop a positive online following Increase interaction with your audience Establish your brand image

Goals:

Increase visits to your website Drive new visitors to site Increase sales/conversion rate Increase brand awareness Boost brand image

PART 2: CHOOSE YOUR NETWORK

i. General Tips:

If you're new to social media marketing, a good starting point is to select one or two relevant channels to invest in.

The most popular social networks for the fashion and retail industry that will be discussed here include Facebook, Instagram, Twitter, Pinterest and YouTube. Other platforms you may like to consider are Tumblr, Vine and Google+

It is important for you to choose the platform(s) that will provide your company with the biggest return for your investment. Each social media channel has distinct qualities and there are many factors to take into consideration.

When choosing your social media platforms, consider the following:

1. Time Plan how much time you have to devote to a network. To product quality content at a regular place, plan on spending at least an hour per day per network at the start.

2. Resources How much do you plan to spend on social media marketing? Who is your social media marketing team? While it may be less costly than traditional marketing, visual social networks require images which may be financially draining.

3. Your Audience Who is your target audience? Where do they socialize online? Which social media channels are your competitor brands active in?

ii. Advantages Wide, diverse audience Helps build long-term relationships

with your customers Great for sharing text, photos,

videos and links

Appeals to mobile users High engagement rate Enables storytelling

enhanced imagery

through

Appeals to the younger generation Frequent and direct communication Ideal for sharing breaking news,

updates and answering questions

iii. Disadvantages Requires large resources to provide

wide range of content May not have maximum reach to

compete with bigger brands

Limited to iOS and Android mobile user

Need for resources to produce quality images

Links in posts are non-actionable: No direct links to website

Limited to 140 characters Requires immediate responses

 Large female audience (80% are female)

Images can be linked to specific landing pages

Users can `repin' content which expands reach

Large potential for visual and narrative content

Great opportunity to showcase brand personality

PART 3: BE PROMINENT

May not appeal to male audience Need for resources to produce

quality images Lower number of users and

engagement rate

High competition and requires large resources

Need for filmmaking, writing and communication skills

High risk of criticism/backlash damaging brand image

Display your social media links clearly on your website to enable easy access and optimize traffic.

Similarly, on your social media channels, provide a clear link to your shop page on THE ICONIC to direct your followers to make a purchase.

You can provide a link to your own website. However, it is beneficial to provide any of THE ICONIC links as well, as THE ICONIC has a unique selling point: free shipping, COD and being a one-stop fashion destination for multiple brands.

Another way to garner a following is to follow your competitors and popular channels similar to your brand. Chances are, your target audience follows these channels. You can direct these followers to your channels by engaging with them through liking their posts, commenting or following them.

PART 4: CREATE YOUR CONTENT

i. Define your Brand Identity Your brand identity is a group of elements that shapes a distinct brand image. These elements consist of a mix of unique brand personality traits and brand values. A unique brand personality makes your brand more relatable while your brand values will help shape the foundation for success. To find your brand personality:

Imagine your brand as a person and list out words that describe his/her personality, values and lifestyle. E.g. Outgoing, glamorous, animal lover etc.

Pick a celebrity, car or an animal that best represents your brand and list down the reasons why. E.g. Swarovski: Swan. Often associated with royalty, swans convey a sense of sophistication, elegance and class.

Determine your brand values: Your work ethics and work culture Your goals in terms of giving to the customers and contributing to society

All content should be aligned and standardized according to your brand identity.

Personality & Relationship to your customers Speech : Language & Tone of Voice Lifestyle : Food & Leisure Visuals : Styling & Design

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