Critical Thinking Final Project: Social Media Strategy Deck
Critical Thinking Final Project: Social Media Strategy Deck
Tom Ford Fifty Shades Lip Stick Campaign
Table of Contents
Introduction
SWOT Analysis of Brand and Footprint
Strength Frequently active on social media platforms Strong brand reputation Eye catching idea Everyday different experience Limited edition Exclusivity Direct control over the distribution Products are available both online and in store Only available few main websites (ex. Tom Ford, Saks Fifth Ave., Barneys New York…) |
Weakness So limit to the quantity Difficulty in controlling Customers reaction in other brand lip sticks Expensive promotion Differentiation original products |
Opportunities Build competitive advantage Reach more potential customer Involving more audiences Uses digital and social tools Promoting the brand at same time Diversification of the distribution channels Potential growth markets |
Threats Possible problem due to the economic season Vulnerable to reactive attack by major competitors Possible reaction publicity New technologies and ideas |
i. What platforms are currently being used? Subscribers, Typical Posts, Engagement Levels
1. Platforms currently being used are Facebook, Twitter, YouTube, Instagram, Pinterest, Weibo, and Google +
2. Their subscribers through each platform vary but gain most audiences through Facebook around 940 Thousand Followers
3. Their typical posts will be their current campaign for beauty and accessories
4. Their engagement level is not as that high with their followers but do have active shares
ii. What platform is the strongest and why?
1. Their strongest platform is Facebook because they update the most recent and frequent, also relevant posts
iii. What visual content drives traffic for the platform? [Samples with measureable impact]
1. Current is lips and boys content #TFLIPSANDBOYS
2. Which the products sold out really fast could in one day for all 50 colors limited edition
3. Also the content Tom Ford made on 6 weeks ago stated on Instagram that the original T bracelet. Not from Tiffanys (since Tiffany&Co. just launch the new Tiffany T collection) but from Tom Ford. And it hasnt left his arm since he designed it in 2007. This gain over 10K likes and 549 comments.
iv. Collaboration – Bench Mark Campaign that impacted the social community
1. Julianne Moore wore a black bugle bead fringe embroidery on organza dress from the Cruise 2015 collection to the premiere of The Hunger Games: Mockingjay Part 1 in Los Angeles
2. Which gain involve over 1K people likes on Facebook
Clear Goals of Social Media Strategy
b. Brands/ Retailers Short Term Goals
i. Increase Awareness of Launch
ii. Gain more followers on a particular Platform
iii. Goal for engagement over the campaign
iv. Introduction to a key hash-tag that may be an on going link to the brand/retailer
c. Launch Outline of Date, Location, and Influencers that will be available
i. Give an estimate of the launch. Ex. Aldos 40th Anniversary was a year launch while a store opening may be a 6-month launch.
d. Budget Restrictions [approx. 75k to 95k for medium launch to 30k to 50k for medium launch]
i. How to remain in the budget through community engagement
ii. The purpose and ROI if you decide to use key influencer for market
2. Effective Social Media Marketing
a. Identify Brand / Retailers New Consumers Expectations [What do these customer expect from the brand]
b. One Comparable Campaign or Launch
c. Brand Positioning in a Digital Space
d. Distribution of Branded Digital Content
e. Consistent Brand Voice and Messaging Across Your Social Strategy
f. Planning Development to Activation
3. Setting your Social Media Strategy for The Launch
a. Clearly State The Launch and The Goals that Will Be Met
i. Launching Tom Ford Lips and Boys the 50 shades Limited Edition
b. Walk the Client Through the Experience
c. How This Will Lead To Full Engagement and Launch Impact