Indira Organics Digital Strategy

Chloe Pickard n9644890

AMN245 Digital Strategy Tutor: Elizabeth Buchanan

Contents

1. Introduction………………………………………………………………………………………………………….………..…2

2. Research and consumer insight…………………………………………………………………………………………2

Consumer Insight Statement…………………………………………………………………………………………..….2

3. Digital Strategy Statement………………………………………………………………………………………………….3

Strategy Objectives …………………………………………………………………………………………………………….3

4. Measurement and Analytics……………………………………………………………………………………............4

KPIs……………………………………………………………………………………………………………………………………..4

5. Search Strategy…………………………………………………………………………………………………..………..…….5

SEO and Keywords……………………………………………………………………………….……………………………..5

Paid Advertising………………………………………………………………………………………………………………….7

6. Community Management Strategy…………………………………………………………………………………….7

Community management…………………………………………………………………….…………………………….8

Content seeding………………………………………………………………………………………………………………...8

Content creation………………………………………………………………………………………….……….……………8

Content examples………………………………………………………………………………………….…….…………….9

7. Post Launch Measurements………………………………………………………………………………………………10

8. References……………………………………………………………………………………………………………………..…11

9. Appendix………………………………………………………………………………………………………………………….15

Figure A Digital audit recommendations………………………………………………………………………………15

Figure B Keyword search……………………………………………………………………………………………………..18

Figure C Influencer Location and Engagement…………………………………………………………………..…19

Figure D Social Media Crisis Plan………………………………………………………………………………………….20

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1. Introduction Indira Organics is an Australian organic skincare brand in its soft launch stage. It strongly focuses on its natural ingredients and being as environmentally friendly as possible, ensuring its packaging is made from recycled materials and keeping a low carbon footprint (Indira Organics, n.d.). None of its products are tested on animals (Indira Organics, n.d.). All the ingredients it uses are sourced solely in Australia (Indira Organics, n.d.). Its motto is ‘simplicity without neglecting quality’ (Cherie-Anne Borghouts, personal communication, 2017). It will launch in October after receiving organic accreditation (Cherie-Ann Borghouts, personal communication, March 14, 2017). A digital audit of Indira Organics found there was a lack of engagement with the brand’s followers, low content posting and no monitoring of potential customers. See Appendix Figure A for more findings and recommendations. This digital strategy focuses on the creation and implementation of an awareness strategy with the proposed target market that includes raising sales, creating a strong follower base and increasing brand word of mouth.

Research and consumer insight

Indira Organics’ target market has been designated as 30 year old to 60 year old Australian women (Cherie-Anne Borghouts, personal communication, March 14, 2017). Older Australian women have been found to place quality above price for beauty products including skin care (Emma, 2015). Baby boomers are part of the large market for organic skincare products (Mustafoff, 2017). Female consumers are often researching products before purchase, with many searching online, and more female consumers are paying attention to the ingredients within their skincare and making choices based on them (Emma, 2015). Australian women want ‘brands to talk to them in a way that makes sense in their world’ (Zrim, 2015, para 4). Female skincare consumers have strong brand loyalty to their chosen brand, buying multiple products in the same (Roy Morgan, 2015). Research has found that once female consumers have fund a brand they trust, they stay with the brand and buy multiple products from it as this simplifies their choices from the wide range of skincare products available (Roy Morgan, 2015). Australian older female consumers in particular tend to be more brand loyal (Emma, 2015). A high proportion of Australian 35 year old to 49 year old women are buying skincare products online (Roy Morgan, 2014).

Technology usage among the target market is high, with Australian women use multiple devices to stay connected to digital information and entertainment (Zrim, 2015). Women most commonly used mobiles to access social media with laptop computers coming second (Sensis, 2016). Women used their phones to access content, use social media and share content (Zrim, 2015). Both age groups access social media networking sites at least once a day and highly use social media channels like Facebook, Twitter, LinkedIn and Instagram (Sensis, 2016, Zrim, 2015).

Consumer Insight Statement

Socially aware, educated women searching for products that fit their values and beliefs.

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2. Digital Strategy Statement Indira Organics must compete with both other more well-known organic skincare brands to establish itself in the market and gain a positive reputation. There is a strong Australian growing market for organic cosmetics including skincare, and Indira Organics has an advantage over imported goods as more Australians buy local (Mustafoff, 2017). However, it needs to build a loyal customer/follower base and gain exposure for the brand to ensure longevity. It also needs to differentiate itself from existing Australian strongly established organic brands such as Natures Organic Party Ltd, Kora, Mukta, and Jurlique.

Strategy Objectives

1. Increase followers across all social media accounts by 50% during and after the launch 2. Increase positive word of mouth through social media about Indira Organics before, during

and after the launch 3. Increase product sales 50% after the launch

3. Strategy A digital awareness and engagement strategy is best for the stated objectives because it brings Indira Organics to consumers’ attention, and then engages them using highly engaging content. It aids all three stated objectives of increasing followers, positive word of mouth about the products and growing sales. The strategy takes into account the social media platforms that the target market use frequently such as Facebook, Twitter and Instagram. It also reaches beyond these to other sites they might visit such as blogs and product review websites. Through the use of this strategy, Indira Organics will differentiate itself from the competition through its content.

Creating positive electronic word of mouth (eWOM) about Indira Organics is vital for multiple reasons. Labreque et al (2013) state that the rise of the internet has led to consumer empowerment. Consumers are now able to easily access information about products both from sources like the product’s website and consumer-created information like reviews (Labreque et al., 2013). This has led to consumers’ ability to ‘match their products to preferences’ (Labreque et al, 2013, p.261). Word of mouth and peer recommendation is the most powerful force in getting female consumers to try a new product (Morrison, 2014). Utilising word of mouth marketing is important as it remains a strong influencing factor throughout the consumer decision journey (Bughin et al., 2010). It can be an especially important factor when consumers consider buying an expensive product as they tend to research pre-purchase and pay attention to others’ opinions (Bughin et al., 2010).

This strategy also includes the use of appropriate influencers, who will raise awareness for Indira Organics as they have a prebuilt market that brings more attention to the product (Matthews, 2013). Influencers can cause actions in their followers that include sales (Matthews, 2013). Word of mouth from influencers has been found to be particularly important for the sale of skincare products (Edelman, 2010). The creation of more followers across Indira Organic’s social channels is necessary as women are more likely to buy from a brand they follow on social media (Buck, 2012).

4. Measurements and Analytics

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KPIS

Follower numbers Engagement measured by likes, comments, social sharing and conversion rate from taking

action such as liking the page or going to the website Inbound links Website traffic before and during launch Sales growth through website sale conversions

The following measurements are directly linked to the stated objectives. They measure the strategy’s efficiency and will be used to gage its success as well as see if changes need to be made to the overall strategy or certain aspects of it such as content.

Follower numbers across channels measure increasing awareness of the brand and consumer willingness to align themselves with it, but not necessarily engagement. Other forms of engagement measurement are important such as social sharing across platforms and conversations about the brand (Dawley, 2016). Engagement that leads to action such as customer activation or the sharing of content is particularly important to measure as these actions can be repeated in the future. Social sharing is worth measuring as sharing leads to amplification of the brand’s message (Dawley, 2016). Inbound links are a sign of referrals from other websites and useful for Google page ranking, raising Indira Organics’ SEO. Measuring website traffic is key to monitor visitors and determine how they are using the site and where they are coming from and how they have come to it. Sales growth is relevant to see if the marketing and digital strategy is working.

The following tools should be utilised to accurately measure these KPIs.

Tools Features and Uses Importance for Strategy Facebook Audience Insight In-built Facebook page feature

Shows key audience features of those who visit the page such as their demographics, page likes and purchase activity (Facebook, 2014).

Can be used for visitor monitoring and adjusting the strategy’s approach and content based on the information provided

Google Analytics Freemium web analytics tool

Used to monitor visitor behaviour on the website including the journey they have taken to get to the website (Murphy, n.d.). It can be used to measure new visitors to the site (Murphy, n.d.). There are other features like scroll depth for how far website users are scrolling, page bounce rates and how (Murphy, n.d.).

Identifies issues with the website that need to be improved such as slow loading

Needed to measure the success of digital strategy, content, and the ROI of paid advertising including Facebook ads/sponsored posts and influencer posts.

The reports it creates can be used to alter marketing approach if required as well as measure sales growth and the purchase rate of those who visit the site.

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pages (Murphy, n.d.).

Analysis of site traffic including which marketing channels are drawing the most traffic and providing ROI (Murphy, n.d.). Includes the tracking of inbound links as referrals from other websites (Murphy, n.d.).

Creates reports on audience, acquisition, behaviour and conversion and advertising (Google, n.d.).

Allows for the creation of goals on macro and micro level that can be tracked and given a monetary value (Google, n.d.).

Google Alerts Free web service that allows users to create an alert for when a free search term is looked for across the web, the news and social media.

Alert frequency can be tailored according to user preference (Google, n.d.).

Monitoring brand mentions and conversations about the brand, finding brand advocates and relevant influencers.

5. Search Strategy SEO and Keywords

The utilisation of onsite SEO optimisation and offsite SEO optimisation will be utilised in this strategy. All Indira Organic’s social media channels should be found in the results of one Google search, and should be crosslinked to one another. Onsite SEO can be done through using relevant keywords in site metadata and incorporating alternate tagging (Kelsey, 2015). Following other social media and sharing others’ relevant content also builds both brand credibility and SEO visibility (Tran, 2015). Inbound links from other authoritative sites improves SEO (Kelsey, 2015). These will be cultivated by the use of influencers and brand advocates.

A keyword search found that both paid advertising and organic search was being used by competition brands. See Appendix Figure B for a screenshot of the term ‘Australian organic skincare’. Bidding on keywords is not compatible with the specified $2500 budget as it can be highly expensive for commonly used ones and there is strong visible competition. Organic search should therefore be utilised as much as possible to increase SEO efficiency. Keywords should also be used within highly relevant content as well as hashtags (Tran, 2015). A list of appropriate keywords were

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found using Keyword Tool and the search terms for Google ‘Australian organic skincare’ and ‘organic skincare’. These screenshots show the most relevant keywords for both searches that can be used.

‘Australian organic skincare’

‘organic skincare’

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Paid Ads

At present, Facebook ads and sponsored posts will be the sole paid form of pay per click advertising. Facebook ads and Facebook sponsored posts costs fall within the specified $2500 yearly budget. Ads can be targeted for certain users according to how they come across Indira Organics (Facebook, n.d.). Facebook provides advert reports with feedback and the performance of bought ads, meaning they can be adjusted (Facebook, n.d.). According to a survey carried out among e-marketers, Facebook also produces the most ROI for digital advertising (Newberry, 2016). This makes it worth investing in over other forms of pay per click. Rotating Facebook ads regularly will keep content fresh and engagement levels high (Newberry, 2016). Rotating an ad every two weeks will be cost efficient and time saving. Other PPC advertising on social media channels were investigated but found to be too expensive.

Influencers are a form of paid advertising unless they are sharing content free of charge. While top level influencers would be ideal for the product, mid-level influencers will be more affordable as higher level Australian influencers may be out of budget range (Starngage, 2017). There is also a possibility of paying mid-level influencers with products or experiences (Griffiths, 2014). See Appendix Figure C for more details on influencer payment.

6. Community Management Strategy Community Management

Practices should include twice daily social media monitoring for answering comments and queries quickly, and engagement with comments such as answering questions and thanking reviewers. See Appendix Figure D for an Indira Organics communication plan based on a BlueWire template.

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A social media crisis communication plan including house rules and guidelines for staff to deal with negative comments or trolling across all social media channels should be created. The creation of a social media policy is highly useful for governing brand identity, guiding behaviour and developing the brand’s voice across multiple social channels (Welchmen & Podnar, 2015). Page moderation will be enhanced by utilising Facebook’s page moderation features such as the profanity filter for inappropriate language (Facebook, n.d.). Creating a social media crisis plan is also important for minimising brand risk in times of trouble (Welchmen & Podnar, 2015).

Seeding content

As previously mentioned, this strategy will use highly relevant influencers such Brisbane bloggers and influencers, zero waste bloggers and cosmetics bloggers. Please see Appendix Figure C for how these influencers will be found, targeted and engaged.

Content will also be seeded through the creation of brand advocates. This can be achieved through noticing prominent fans within the community and offering them special such as discounts on their next purchase if they carry out a certain action (Millwood, 2017). This could be such as writing a review on either Facebook, the Indira Organics website or a different website like beautyheaven.com and productreview.com. This will supplement the use of influencers as it is both less costly and another way to seed content in areas influencers may not reach. The reviews will increase eWOM in other sites. Brand advocates can be found by searching for brand mentions across social media and also targeting those who have already expressed enthusiasm for the brand by leaving reviews on Facebook (Millwood, 2017). Incentives for becoming a brand advocate include offering those who have already reviewed a discount on their next purchase for another review in a different place or a tweet about the products.

Indira Organics’ launch should also be pitched to Brisbane digital and physical media such as Style Magazines, The West End Magazine and Bmag as well as relevant Australian magazines such as Collective Hub, Peppermint and Frankie. Seeding content in physical media is still important as older women also look to traditional means of marketing for advice such as magazines and TV (Emma, 2015).

Content creation

Content will be highly engaging, attention grabbing and completely appropriate for the target market to increase its likelihood of being shared (Millwood, 2017). It will have the same design aesthetic and overall look to keep consistent and be recognisable as Indira Organics content (Millwood, 2017). It will be multimedia from videos to social media posts to blog posts. Storytelling is a powerful method of investing consumers in marketing (Gunelis, 2013). Involving Borgout’s personal story of how she started the business in the content will personalise it and differentiate it from the competing brands. The content will also show personality as this is helps customers engage on an emotional level (Millwood, 2017). The Indira Organics personality has been described as ‘honest, energetic and caring’ (Cherie-Ann Borghouts, personal communication, March 14, 2017). Content pillars for Indira Organics will be based around key issues important to the target market. The following pillars are based off the interests of the target market as outlined in the consumer research section. Content will not be limited to only these suggestions. Using a social media calendar

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to plan posts and the most appropriate time to post them for maximum audience attention will be helpful and time-saving (Hannay, 2016).

Content Example

Facebook:

Accompanying Post Text:

Like you, Indira Organics is dedicated to reducing our waste and carbon footprint. That’s why all our product bottles are made of recycled aluminium, and we’ve used recycled packaging and at every step of the. Our sturdy bottles can be re-used around the house or recycled. Go to Indira Organics at http://www.indiraorganics.com.au/ to find out more about our eco-friendly organic skincare

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Environmental

Recycled packaging including zero waste

Company’s low carbon footprint

Australian sourced ingredients

Not tested on animals

Organic

Natural ingredients and their benefits

Lack of unnecessary chemicals

Organic certification

Descriptions of individual ingredients

Skincare

Recommended product usage eg. partnering products

Skincare routines (could be expanded to hair routines as the product range is brought out)

Luxury nature of products

products. #indiraorganics #naturalbeauty #australiancertifiedorganic #organicskincare #organicskincareonline #parabenfree #matureskincare

Instagram:

Accompanying Post Text:

Are you looking to eliminate waste in your life? Indira Organics product bottles are made from recycled aluminium. Once you’ve used our Australian made organic product, they’re perfect for reuse around the house or recycling. Go to http://www.indiraorganics.com.au/ to see our eco-friendly range of skincare for skin of all ages.

#indiraorganics #naturalbeauty #australiancertifiedorganic #organicskincare #organicskincareonline #parabenfree #matureskincare

Content Design Explanation

These posts fall under the environmental content pillar. The subject matter has been chose as Indira Organics’ recycled packaging is an under advertised aspect of the product, and could be a stand-out feature in persuading a consumer to buy it. The hashtags utilised are highly similar to those used by competing brands so the will appear by the. The imagery remains consistent and both posts use the same font type and text colours, the same as the brand logo’s colours, for uniformity.

7. Measurements Post Launch

This strategy will incorporate more engagement strategies over time when there is more time for Borghouts to better focus on Indira Organics. While some measurements such as levels of engagement will stay the same, sales targets may change as the full range of products are released. As the budget broadens, more advertising platforms can be considered like Instagram and Twitter

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and tools such as Meltwater or Mention can be purchased for more sophisticated brand mention tracking.

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8. References

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Bazilian, E., (2016). Why Older Woman Are The New it Girls of Fashion, Retrieved March 13, 2017, from http://www.adweek.com/brand-marketing/why-older-women-are-new-it-girls-fashion-163871/

Buck, S. 2012, Marketing to Woman? Keep These Three Facts In Mind, Retrieved March 15 2017 from http://mashable.com/2012/08/01/social-media-marketing-women/#ZkIcAdKJwOqL

Bughin, J., Doogan, J., Vetvik, O., J. 2010. A new way to measure word-of-mouth marketing Retrieved March 15, 2017 from http://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/a-new-way-to-measure-word-of-mouth-marketing

Dawley, S. 2016. Social Media Metrics, Retrieved May 15, 2017 from https://blog.hootsuite.com/social-media-metrics/

Emma, 2015, Emma Cosmetics and Toiletries Insights, retrieved May 15, 2017 from https://emma.com.au/facetime-cosmetics-and-toiletries-report/#.WTJFg-uGPIU

Facebook, (n.d.) How can I proactively moderate content published by visitors on my Page? Retrieved March 15, 2017 from https://www.facebook.com/help/131671940241729

Facebook, (2014). Learn More About the People that Matter to Your Business with Facebook Audience Insights. Retrieved May 15 from https://www.facebook.com/business/news/audience-insights

Google, n.d. Customise Organic Search Sources. Retrieved May 15, 2017 from https://support.google.com/analytics/answer/2795821?hl=en

Google, (n.d.). Create and Manage Goals. Retrieved May 15, 2017 from https://support.google.com/analytics/topic/6150889?hl=en&ref_topic=1007030

Google (n.d.). Welcome to the Google Analytics Help Centre. Retrieved May 15, 2017 from https://support.google.com/analytics#topic=3544907

Google. (n.d.). Create An Alert. Retrieved May 15, 2017 from https://support.google.com/websearch/answer/4815696?visit_id=0-636320702514158994-4178774557&hl=en&rd=1

Griffiths, M. (2014). Everything You Need To Know About Working With Influencers, Retrieved May 15, 2017 from https://blog.pozible.com/everything-you-need-to-know-about-working-with-influencers-e07a4745240f

Groepper, L., (2016). The PR Secrets To A Successful Soft Launch, Retrieved on March 21 2017 from https://www.entrepreneur.com/article/273168

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Gunelius, S. (2013). 5 Secrets to Using Storytelling for Brand Marketing Success, Retrieved March 15, 2017 from https://www.forbes.com/sites/work-in-progress/2013/02/05/5-secrets-to-using-storytelling-for-brand-marketing-success/#35318db87d81

Hannay, M. (2016), Launching On Social Media A Timeline For Business Owners, Retrieved on March 21, 2017, from http://www.socialmediaexaminer.com/launching-on-social-media-a-timeline-for-business-owners/

Indira Organics. (n.d.). What Indira Organics Stands For. Retrieved May 15, 2017 from http://www.indiraorganics.com.au/ethics

Jose, M. (2016). 10 tactics for launching generating buzz, inspired by companies who’ve done it [with free templates], Retrieved March 21, 2017 from https://designschool.canva.com/blog/10-tactics-for-launching-a-product-using-social-media/

Kramer, M., (2014). Soft Launching In Nine Months? You’ll Need A Social Strategy, Retrieved on March 21 2017 from http://www.npr.org/sections/alltechconsidered/2014/01/13/262073933/soft-launching-in-nine-months-youll-need-a-social-strategy

Kelsey, T. (2015). 10 aspects of an inbound link that can impact your SEO results. Retrieved May 15, 2017 from https://www.prontomarketing.com/2015/12/10-aspects-of-an-inbound-link-that-can-impact-your-seo-results/

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Labrecque, L., vor dem Esche, J., Mathwick, C., Novak, T., & Hofacker, C. (2013). Consumer power: Evolution in the digital age. Journal of Interactive Marketing, 27(4), 257-269. doi:10.1016/j.intmar.2013.09.002

Matthews, K. 2014. The Definitive Guide To Influencer Targeting, Retrieved March 15, 2017 from https://blog.kissmetrics.com/guide-to-influencer-targeting/

Millwood, A. 2017. 10 Customer Engagement Strategies That You Should Be Using, Retrieved on May 15 2017 from https://www.yotpo.com/blog/the-indispensable-list-of-new-customer-engagement-strategies/

Morrison, K. (2014). Women Trust Word-of-Mouth Recommendations From Their Friends [Infographic] Retrieved from http://www.adweek.com/digital/women-trust-word-of-mouth-recommendations-infographic/

Murphy, J. n.d. Google Analytics. AMN425 Digital Strategy: Module 2 [Class Resources]. Retrieved from https://blackboard.qut.edu.au/webapps/blackboard/content/listContent.jsp?course_id=_132236_1&content_id=_6623248_1

Mustafoff, E. (2017). Green light: Cosmetic companies are benefiting from green consumerism trends. Retrieved May 15, 2017 from https://www.ibisworld.com.au/media/2017/03/16/green-light-cosmetic-companies-are-benefiting-from-green-consumerism-trends/

Nayak, S. (2014). 11 Pre and Post Launch Mobile App Marketing Pitfalls to Avoid. Retrieved March 13, 2017 from https://blog.kissmetrics.com/11-mobile-app-pitfalls/

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Newberry, C. (2016). Social Media Advertising: The Complete Guide. Retrieved May 15, 2017 from https://blog.hootsuite.com/social-media-advertising/

Newberry, C. (2017). Influencer Marketing. Retrieved May 15, 2017 from https://blog.hootsuite.com/influencer-marketing/

Roy Morgan. (2016). Buying Cosmetics Online Becoming More Popular. Retrieved May 15, 2017 from http://www.roymorgan.com/findings/6832-buying-cosmetics-skincare-online-becoming-more-popular-201606010102

Roy Morgan. (2015). Nivea number one with Australian women. Retrieved March 15, 2017 from http://www.roymorgan.com/findings/6463-nivea-and-other-skin-face-care-hand-body-lotion-brands-march-2015-201509210257

Sensis (2016). Sensis Social Media Report 2016. Retrieved March 15, 2017 from https://www.sensis.com.au/about/our-reports/sensis-social-media-report

Starngage. (n.d.). Influencer Marketing In Australia. Retrieved May 15, 2017 from http://starngage.com/influencer-marketing-australia/

Swant, M. (2016). Twitter Says Users Now Trust Influencers Nearly as Much as Their Friends. Retrieved May 15, 2017 from http://www.adweek.com/digital/twitter-says-users-now-trust-influencers-nearly-much-their-friends-171367/

Tran, K. (2015). Social Media and SEO: 5 Quick Wins to Increase Your Reach. Retrieved May 15, 2017 from https://blog.hootsuite.com/social-media-and-seo-increase-your-reach/

Trueman, M. (2013). How To Find Influencers Who Already Want to Share and Link to Your Content. Retrieved May 15, 2017 from https://blog.kissmetrics.com/influencers-who-want-your-content/https://blog.kissmetrics.com/influencers-who-want-your-content/

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9. Digital Strategy Appendix

Figure A Digital Audit Recommendations for Indira Organic’s Digital Strategy

This audit’s major recommendations are increasing user engagement, more regular social media updates and the increased monitoring of online visitors.

Increasing User Engagement Indira Organics needs to take a more active and strategic approach in attracting followers and gaining exposure before the launch, as the client brief stated this was important (Cherie-Ann Borghouts, personal communication, March 14, 2017). More targeted content would attract the specified 30 year old – 60 year old female market. Older women are a frequently underrepresented market in the cosmetics industry, although they are more likely to spend more on quality goods, and enjoy seeing depictions of women like them (Bazilian, 2016). This content would also differentiate the product from its competitors, who have been identified as Mukti, Kora and La Mav, if it emphasises Indira Organics’ message and the organics accreditation (Cherie-Ann Borghouts, personal communication, March 14, 2017).

Once created, this content needs to be shared consistently across all platforms and look aesthetically similar (Jose, 2016). Relevant content subjects could be creating a beauty routine using the products and health-related information. High quality content is also likely to be shared by followers, further promoting the brand (Kramer, 2014). Women of 30 years and above look at social media most often during after work or in the evening, followed by first thing in the morning (Sensis, 2016). Scheduling posts for just before these times would be best to maximise their viewing.

Native advertising is another way to unobtrusively target potential customers, and does not require Indira Organics to make content. Reaching out to relevant influencers such as beauty bloggers or zero waste bloggers closer before the launch as an exclusive offer will swell interest in the product amongst their followers (Groepper, 2016).

The platforms used to reach customers also need examining. Survey results show women are more likely to buy from brands they follow on social media platforms (Buck, 2012). All Indira Organic’s current digital assets need to be clearly visible, but while its Facebook and Google + appear when searched for with Google, its Instagram does not. As the client brief indicated it is the second largest social media platform for the company, it needs to be easily located (Cherie-Ann Borghouts, personal communication, March 14, 2017). Increasing its SEO (Search Engine Optimization) and linking to it from the official Indira Organics website and Facebook will additionally increase visitors clicking through. Google + is frequently used by older Australian woman and should be better utilised (Sensis, 2016). Expansion to other appropriate platforms like Twitter, LinkedIn and Pinterest should be seriously considered later in the launch (Sensis, 2016).

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More Frequent Updating Product marketing needs to be consistently done leading up to the product launch and not at the last minute or during the launch (Nayak, 2014). This serves to keep the brand relevant in followers’ minds leading up to the launch. Starting a flexible social media calendar and using it before, during and after the launch would be useful for organising posts and shares (Hannay, 2016). Increasing the rate of posts leading up to the launch with content such as pictures of products available on the night, or starting a countdown towards the launch, will create a sense of excitement and discussion among followers (Groepper, 2016, Jose, 2016).

Increased Monitoring Gathering further data on site visitors will increase the opportunities for drawing in more customers and activating them to make sales. Google Analytics is a premium tool designed to measure site metrics including who is visiting the site, what they are looking at and how they got there (Murphy, n.d.). Knowing what sites your visitors are looking at is important as it can lead to focused advertising on these sites. Data collected by Google Analytics can also show which pages customers are landing on and what issues they may be experiencing with them such as slow loading time or not being able to find what they are looking for (Murphy, n.d.). This will aid in improving the website before the launch.

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Figure B Paid Keyword Search Screenshot

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Figure C Influencer Finding, Engagement and Payment

Australian influencers relevant to Indira Organics can be found through tracking brand social media mentions or relevant keywords using Google Alerts. In addition, free tool Followerwonk can be used for Twitter (Newberry, 2017). Using an app like Tribe or an agency will be too expensive as they can charge commissions (Griffiths, 2014). Personal communication would therefore currently be the more appropriate approach. The location and engagement of influencers should begin before the launch so there is an appropriate amount of time to contact them and schedule posts.

After they have been found, appropriate bloggers and influencers will be selected based on their relevancy to the audience, reach and the engagement and resonance of their followers (Newberry, 2017). As a large following does not always mean true audience engagement and small audiences can be highly engaged by the influencer they follow (Griffiths, 2014). As the budget does not allow for paying top level influencers, medium tier influencers and lower should be mostly selected. These types of influencers often have a larger engagement with their followers (Starngage, 2015). However, it might be worthwhile to target extremely relevant higher level influencers through non-obtrusive actions such as sending a bundle of well-presented unsolicited products while making sure it is clear there no obligation or demand on them to do anything (Griffiths, 2014). This method has seen success in the past such as exposure for crowdfunding (Griffiths, 2014). Another budget appropriate tactic is to offer influencers an experience such as an invitation to the Indira Organics launch, including behind the scenes look at the company and products, that they can blog about (Griffiths, 2014).

Influencers sharing high quality content is another way to freely get more traffic for a brand (Matthews, 2013). Building relationships with influencers over time is a useful way to ensure that they are more receptive to this (Newberry, 2017). Beginning communications with influencers such as liking their pages, commenting on their posts or content will ease the process of sending content for potential sharing (Newberry, 2017).

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Figure D Communication Plan

Company: Indira Organics

Lvl Comment Description Example Response Process

Who's responsible?

1 Positive Anything favourable

“Wonderful products!”

Thank the commenter, screenshot to remember feedback and potentially contact

Cherie-Ann Borghouts

2 Neutral Neither good nor bad

“I have been to the forest in this picture.”

If it is a question, answer it. Engage with the commenter if the topic is relevant. If not, it is not necessary to answer.

Cherie-Ann Borghouts

3

Negative (respond)

Genuine negative comment

“My products never arrived!”

Screenshot

Acknowledge promptly as possible, follow up and try and take conversation offline to avoid further negative comments

Cherie-Ann Borghouts

4

Negative (ignore)

Negative comment by a "troll" (deliberate trouble-maker)

“This is a terrible video.”

Screenshot

Warn and remind of house rules, block if behaviour occurs again.

Cherie-Ann Borghouts

19

5

Negative(remove)

Offensive, malicious or spam (it breaches your "House Rules")

“Model looks like s**t.”

Screenshot.

Remove the comment and remind commenter of the house rules.

Block if behaviour continues.

Cherie-Ann Borghouts

6 Crisis Legal or criminal ramifications

(eg. threat of violence, breach of confidentiality, defamation,

PR disaster etc)

“I had a bad reaction to your products. You are lying about your organic certification and I will sue.”

Screenshot

Contact appropriate authorities such as the police if necessary. If threat has legal elements, contact a lawyer. Follow up on any actions you have stated you will take.

Cherie-Ann Borghouts

20