Social Pitch Example

SOCIAL MEDIA 2016

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PURPOSE: present phase 1 of social strategy and content marketing planOUTCOME: gain alignment and approval to proceedSTRUCTURE: agency to present, q&a, open discussionTIMING: 60mins

CONFIDENTIAL & PROPRIETARY© 2015 David R. Iannone Jr.

TABLE OF CONTENTS

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3 INTRODUCTION4 CONSUMER SHIFT5 MARKET CHALLENGE6 PESO MEDIA MODEL8 CONTENT STRATEGY

10 SHOPPER 1 INSIGHT11 SHOPPER 1 JOURNEY13 SHOPPER 2 INSIGHT14 SHOPPER 2 JOURNEY16 CONTENT CALENDAR

17 MARKETING INTEGRATION18 SOCIAL SWOTS & STRATEGY23 SOCIAL SCOPE PHASE 1


INTRODUCTION

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“Consumer buying habits are undergoing seismic changes, consumer media habits are also changing dramatically, everything from content to beverages, and the path we take to get there has been altered.”

Smart planning, marketing agility and competitive pricing are the keys to success.

UGC IS MORE TRUSTED (40% > Traditional)

UGC IS MORE MEMORABLE (30% > Traditional)

75% OF DAY IS SPENT DIFFERENT MEDIA TYPES

71% OF MILLENNIALS ENGAGE IN SOCIAL MEDIA


56% do at least one, and 32% do both creating and curating activities. Women dominate visually oriented platforms.

Hours represent a total across multiple media sources, some of which are consumed simultaneously.

For example, a twenty-something may report spending two hours a day on Facebook, an hour a day answering texts and three hours a day watching television, which would count as six hours total, but may only be three "real" hours of her day if she does some of those things at the same time.

OFF Media (6.2hrs) - 25% of day is Sleep

ON Media (17.8hrs) - 75% of day is Awake- 99% of day is on media

24 Hours

USER GENERATED (5.4hrs) Social Media posts, photos, blogs, email, texting, talking (30% of daily media consumption)

TRADITIONAL (6hrs) Print, radio, television (33% of daily media consumption)

53M MILLENNIALS (18-34) ON SOCIAL MEDIA DAILYBlogs, Facebook, Instagram, Snapchat, Youtube, etc.

CONSUMPTION TIME:

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CONSUMPTION TYPE:

CONSUMER (BEHAVIOR) SHIFT

Source: CrowdTap http://www.entrepreneur.com/article/232062

35M Post original photos/videos 31M RePost found photos/videos

46% 41%

FEEDBACK AFFIRMATION CONSTANT CONNECTIVITY CREATION CURATION

Source:http://www.pewinternet.org/2015/04/09/teens-social-media-technology-2015/


http://www.entrepreneur.com/article/232062

http://www.nielsen.com/us/en/insights/news/2014/mobile-millennials-over-85-percent-of-generation-y-owns-smartphones.html

http://www.pewinternet.org/2015/04/09/teens-social-media-technology-2015/

The traditional, linear path-to-purchase is being replaced by the checkered path of the modern consumer whose purchase journey is across a multitude of channels from desktops and laptops to smartphones, tablets, connected televisions, and wearable devices.

Introduced you to something new (42%)

Provided you with a better option (23%)

Helped you find something nearby (26%)

Influenced your in-store purchase (11%)

Caused you to reconsider a product (13%)

Influenced you to buy via your mobile (14%)

Source:http://www.adweek.com/socialtimes/how-mobile-devices-have-redefined-media-consumption-infographic-video/94714

PATH TO PURCHASE (MOBILE) SHIFT

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Consolidated Trips

Unlimited access to info, pricing, availability

Willing to trade up in craft beer and spirits

Social gatherings over individual consumption

Seeking to recreate “on-premise” experience in home

Open to trying new things and experiences

CONSUMER TRENDSIncrease opportunity for discovery through indulgence of senses

Reinforce occasions for celebration that drive consumption

Leverage brand adjacencies and synergies to create powerful visual impact

Simple, convenient solutions to provide ease of enjoyment

Value vs. word of mouth vs. new and different divides generations

RETAIL TRENDS

Source:http://www.adweek.com/socialtimes/how-mobile-devices-have-redefined-media-consumption-infographic-video/94714


http://www.adweek.com/socialtimes/how-mobile-devices-have-redefined-media-consumption-infographic-video/94714

http://www.nielsen.com/us/en/insights/news/2014/generations-on-tap-beverage-alcohol-purchases-vary-by-age-group.html

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APPMobile Apps

SMMSocial Media

Marketing

CAContent

Automation

CM2CampaignMarketing

ECE-Commerce

Marketing

EMEmail

MarketingSEOSearch Engine Optimization

CMContent

Marketing

SEMSearch Engine

Marketing

IMInfluencer Marketing

DADisplay

Advertising

MARKETPLACE (CONSUMER) CHALLENGE

HOW DO WE SERVE THE RIGHT MESSAGE? TO THE RIGHT PERSON AT THE RIGHT TIME?


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(PESO) MODEL

INTEGRATE AND COMBINE FOUR MEDIA TYPES


CLUB LAUNCH HALLOWEEN THANKSGIVING HOLIDAYS

FATHER’S DAY 4TH OF JULY BEVMO BDAY LABOR DAY

EASTER CINCO MOTHER’S DAY MEMORIAL DAY

SUPERBOWL VALENTINE’S DAY ST. PATTY’S DAY

OCCASIONS

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SHOPPER DRIVERS (STRATEGY)

MOTIVATIONS

CELEBRATION CULTURE

KNOWLEDGEPROMOTIONBEER WINE

SPIRITS

ENTERTAINING

RETAIL / IN-STORE

NEEDS

SHOPPERS SEEK CONTENT DRIVEN BYMOTIVATION, OCCASION AND NEED FOR A PRODUCT


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RETAILER RESPONSES (STRATEGY)

CONVENIENT

UNIQUE FUNCHANNELS

EXPERT VIDEOPHOTOLINK SHORT FORM LONG FORM

TWITTERFACEBOOK INSTAGRAM PINTERESTURL

POSTSPOSITION

RETAILERS DELIVER RELEVANT CONTENTTHE RIGHT POSITION, POST TYPE, AND CHANNEL


ALEXANDRALos Angeles, CA

Age: 31Status: Married

Kin: (1) Age 159 Twitter

900 Facebook

746 Instagram

24 Pinterest

PERSONALITY:Social, Enthusiastic, HumorousOptimistic / Open to Trying New

SEGMENTS: Maven / Millennial MomMillennial Mom

MILLENNIAL MOM INFLUENCERS

SHOPPER 1 (ALEX) INSIGHTS

Highly connected and are key decision-influencers, and are more likely than “most” moms overall to provide opinions and recommendations.

Cite themselves as key advisors among their circle of friends

CHARACTERISTICS

• Shrinking group of friends

• More traditional than thought

• Partner and calculated

• Urban looking to Suburbs

• Close to Family / Friends

• Equal share of salary and

household responsibilities

VALUES

• Quality of life

• Good Value Proposition

• Makes Life Easier

• Friend/Family Recos

• My child wants it

• Natural Ingredients

• Social / Influencer Reco

HABITS

• Parent Communities (77%)

• Pinterest (49%)

• Instagram (33%)

• Facebook (24%)

• Youtube (23%)

• Twitter (-48%)

• Tumbler (-56%)

BEHAVIORS

• Engage with features, deals, money-saving sales

• Lifestage relevant content

• Ads related to content I am reading

• 2x more likely to own a wearable health tracker

Look for advice and support: (Frequency)● Follow friends / family / other parents I know in

real life to provide the best information (74%)

Look for solutions that fit my life: (Importance)● Follow expert advice on parenting sites (53%)● Safety (77%)● Simplify my life, convenience (65%)● Good Value (64%)

INSIGHTS MOTIVATIONSNEEDS


http://www.mtomconsulting.com/category/research/

http://www.newmediaandmarketing.com/millennial-moms-matter/



ALEX’S SHOPPING JOURNEY

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VALENTINE’S DAY ENTERTAINING PINTERESTPHOTOKNOWLEDGE EXPERT

GAINS KNOWLEDGE

SISTER-IN-LAW

Alex’s husband’s younger sister is cool, hip and always sharing the hottest new trends, keeping her in the know of new products.

“ALEX”

Status: “Married”Target: FemaleAge: 31

MavenMillennial Mom

iPDA / TABLET

As one of the 58% of Moms that use their tablets in the kitchen daily, Alex researches a new take on a craft beer dinner for her valentine date with her husband after they put the kid down.

MULTI-SCREEN

Alex may start her purchasing journey on a smartphone (84% continue on a smartphone, 88% continue on a tablet and 85% continue on a computer) based on convenience to multi-task.

MOBILE REVIEW

Since becoming a mom, Alex is 19% more likely to purchase online. When on mobile 51% of millennial moms like her search for better prices and 44% search or read reviews.

MOBILE APP

8 in 10 moms use their smartphones in-store, 62% search for product coupons or deals, 51% search for recipes, 46% text photos or videos seeking opinions, 17% make online purchases all while calculating the quickest and most efficient route via WAZS.

BRAND.COM

After watching video on how to make the ultimate Valentine’s Day craft beer dinner, and marking the recipes on Pinterest, Alex orders her supplies online to be delivered two days before.

Touch 01 02 03 04 05 06

IDENTIFIES NEEDS SEEKS KNOWLEDGE SATISFIES NEEDSINFLUENCED

MOTIVATION OCCASION NEED POSITION POST CHANNEL


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INSIGHT STRATEGY RESULT

“ALEX” POST I > PINTEREST / VDAY POST IV > PR / TWITTER / VDAY

C. Moments later Alex is searching twitter and finds a youtube video from her local news channel profiling a beer dinner hastaged with #success and #howto and learns she can order the beers to be delivered.

E. Alex clicks through to the BBRAND! site to find the recipes, opts for convenience and orders her craft beers to be delivered on VDay in the afternoon.

A

C

D. BRAND! leverages their PR and re-amplifies local segments via twitter with #hastags targeting Alex.

D

ALEX’S CONTENT JOURNEY

B

A. Alex seeks expert info for VDay about how to pair craft beer and dinner for her and her husband’s first VDay with a baby.

B. While on her tablet in her kitchen. Alex searches through pinterest and finds a Good Houskeeping post about Cheddar-Beer Fondue. She also notices the recipe is pinned to BRAND! on the “Specials” board.

E


http://www.youtube.com/watch?v=tamw-6ysDOc

ANDREWSeattle, WA

Age: 27Status: Single

MBA / University of Washington

PERSONALITY:Social, Enthusiastic, HumorousOptimistic / Open to Trying New

SEGMENTS: Up & Coming / Clean & GreenExuberant / Retrosexual

GLUTTONS FOR ENTERTAINMENTYoung men consume much of it in digital form. And they also deploy digital technologies as shoppers, capitalizing on the convenience they offer.

Indeed, digital proficiency is a trait by which many define themselves.

800 Twitter

1.3k Facebook

650 Instagram

500 LinkedIn

CHARACTERISTICS

● Diverse group of friends● Life of the party● Digitally Adept● Employeed full time● Moved to Seattle post grad

VALUES

● Highly active, ambitious

● Ready to take on the world

● ‘Family Man’ meaning he is as happy at home as he is at a party

● Value seeker, never pay full price● This is his best decade yet!● Greatest device ownership, pushes

/ contributes content

HABITS

● Social (84%)● Mobile (74%)● Music (82%)● Facebook (66%)● Youtube (69%)● Instagram (46%)● Google+ (42%)

BEHAVIORS

● Loyalty to mobile service provider● Use cell/mobile phone in different

ways (72%)● When possible relies on others to

shop for him, otherwise he buys the products on discount

● Doesn’t intend to get married before 30

● Easily swayed into purchasing through social media outlets such as Twitter and Facebook in addition to other online chatter.

● External advertising including billboards, TV commercials and flyers are also touchpoints that they tend to notice.

● 60% of male population are defined as the traditional man with stereotypical male behaviors

INSIGHTS MOTIVATIONSNEEDS

SHOPPER 1 (ANDREW) INSIGHTSCONFIDENTIAL & PROPRIETARY© 2015 David R. Iannone Jr.


http://www.newmediaandmarketing.com/millennial-moms-matter/



TOP OF MIND

After seeing his boy’s post, Andrew laughs to himself, and mutters “that he’ll definitely have a better option” under his breathe, but still likes the post.

MEETUP

After meeting Shane at a networking event, Andrew considers his options for this Valentine’s Day right after a solid session and subsequent instagram follow.

INSTAGRAM

Two weeks before VDay, Andrew sees a post from his boy Shane for an singles house party on VDay that is BYOB and seems cool.

INFLUENCE

Later that night, Andrew along with the remaining “boys” at the house party, is convinced to commit to the VDay singles house party the following weekend, and asked to bring a couple bottles of 2-buck chuck or some decent brown spirit on special.

PURCHASE

The next day, while at work, Andrew quickly searches for the address, his location, a quick comparison of cheap wine to decent brown spirits, close alcohol retailers and which have the most options in stock as well as their cheapest price between checking facebook and listening to music.

FRIEND’S PARTY

That next weekend, Andrew is at a house party downtown when the girl he is with decides to leave early for unknown reasons. Unfortunately he never got a chance to ask her out for VDay before she left, and decided to not text her.

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GAINS KNOWLEDGE

“ANDREW”

Status: “SINGLE”Target: MALEAge: 27

TrendsetterClean & GreenExuberantRetrosexual

Touch 01 02 03 04 05 06

MOTIVATION OCCASION NEED POSITION POST CHANNEL

IDENTIFIES NEEDS SEEKS KNOWLEDGE SATISFIES NEEDSINFLUENCED

VALENTINE’S DAY WINE / SPIRIT CONVENIENT VIDEO FACEBOOKPROMOTION

ANDREW’S SHOPPING JOURNEYCONFIDENTIAL & PROPRIETARY© 2015 David R. Iannone Jr.

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INSIGHT STRATEGY RESULT

“ANDREW” @cincehoe

Link to BRAND! coupon / Jim Beam

POST III > INSTAGRAM REGRAM / VDAY POST II > FACEBOOK / VDAY

A. Andrew seeks value for VDay, needs to choose between whiskey and wine, and wants to pick up on his way to his event.

B. Andrew’s friend tags him in the Jimbeamofficial video post about two fingers, a running joke between them. He laughs, likes the post and likes Jim Beam on Facebook.

C. The next day at work, Andrew sees a post from Jim Beam on Facebook with the perfect solution to his dilemma - Bourbon Chocolates and Honey!

E. Andrew clicks on the BRAND! provided link and lands on a coupon along with a store locator to plot his path to conversion.

A

B

C

D. Social monitoring allows BRAND! to spot this opp, and react by dropping a link on the FB post to a coupon for this product on their homepage.

D

ANDREW’S CONTENT JOURNEY

E


OCCASION

NEED

POSITION

POST

CHANNEL 1

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MARKETING INTEGRATION

MOTIVATION WHY KNOWLEDGE PROMOTION CELEBRATION CULTURE

WHENPROPER

DRINKING HOLIDAYS

SPORTS HOLIDAYS

NATIONAL DRINKING HOLIDAYS

EVENTSHOLIDAYS

WHATENTERTAINING

WINEBEER

RETAIL / IN-STORE

ENTERTAINING

ENTERTAININGBEER

SPIRITS

SPIRITS, BEER, WINE, ENTERTAINING, RETAIL

WHO EXPERT CONVENIENCE FUN UNIQUE

HOW LINK, SFV SFV PHOTO LFV

WHERE PINTEREST FACEBOOK INSTAGRAM TWITTER

TWITTER INSTAGRAM PINTEREST INSTAGRAM

POST I POST II POST III POST IV

CHANNEL 2

CAMPAIGN


PROPERDRINKING HOLIDAYS

SPORTS HOLIDAYS

98

32

59

X POSTFREQUENCY X 4

TOTAL HOLIDAYS 189

CHANNEL 1POSTS 756

CHANNEL 2RE-POSTS 756


SOCIAL SWOTS& STRATEGIES

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SOCIAL SWOT

STRENGTH WEAKNESS

THREAT OPPORTUNITY

● +320K gross fans, +150 Locations, 3 states● Resources exist to make page stronger and

increase fan engagement (mixologist recipes, marketing materials/images, blog, etc.)

● Tagging will allow for enthusiasts to engage fans across genres of topics when searched

● Tagging encourages liking and retagging increasing chance for engagement

● Proper linking helps drive traffic and conversion to sale

● Leverage geo-targeting to deliver local relevant content

● Cohesive visuals with correct dimensions

● Location pages to be revised and edited for consistency

● Copy too wordy● Missing @mentions, tags● Image dimensions are not correct/visually

appealing ● No hashtag or search “keyword” strategy● Response rate to consumers

● Facebook algorithm predicts each post’s potential engagement with your fans and decides when, and where to feed your post

● Good facebook engagement is above 1%● Less than .5% means you need to realign

your messages to meet your audience's expectations

● BevMo! averages .2-.3%

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SOCIAL SWOT

STRENGTH WEAKNESS

THREAT OPPORTUNITY

● Consumer issues appear to be resolved in a timely manner

● Nearly 10K followers

● Customer Service remains paramount● Speak (crm), educate (expertise), inspire

(fun), sell (promos/coupons)● Share our own content, as well as join others’

conversations - press, consumers, influencers/bloggers, vendors, etc.

● Follow all relevant media and personnel● Share placements● Engage with media outlets/writers

● Not leveraging platform to full potential● Better process to address customer service

issues● Lack of monitoring for opportunities to

influence various business related topics and conversations

● Missing connections to re-amplify PR related content that has been picked up by outlets

● Do not leverage influencer content in order to make a statement and carve out a position of expertise and convenience

● Lack of engagement with influencers, local community, writers, bloggers, fans demonstrates that we are just out there to sell, and not actually converse or help our audience out

● Lack of consistent response and or content weakens our brand position as experts, fun, convenient or culturally inspiring

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SOCIAL SWOT

STRENGTH WEAKNESS

THREAT OPPORTUNITY

● Balance of lifestyle images and ‘sales’● Most visually appealing/consistent of all

social accounts

● Sell the fun through visuals● Hashtag strategy (search)● Engage with consumer content● Coupon images need to be cohesive to

Instagram dimensions and more visually-appealing

● Not leveraging platform to full potential● Lack of inspiring content (lifestyle/occasions)

that translates to customer journey and experience

● Lack of leveraging brand content● Incorporate videos

● Lack of engagement with influencers, local community, bloggers, fans, etc. demonstrates that we are just out there to sell, and not actually converse or help our audience out

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SOCIAL SWOT

STRENGTH WEAKNESS

THREAT OPPORTUNITY

● Sufficient boards to occupy current followers/pinners

● Content and images

● Board names must be consistent and follow a strategy

● Edit and (re) create boards for important drinking holidays / milestone events such as weddings

● Refresh board order based on business needs/holidays

● Clean up the and complete the boards; delete or add to incomplete boards

● Constantly provide relevant content and branch out to gain more visibility and introduce the user to the BRAND! lifestyle

○ Example: Super Bowl - showcase food, not just drink (stand alone, pairings, etc.).

● Inconsistency with uncomplete boards means fan will look elsewhere

● Engagement mix (original content, repins, etc.)

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SOCIAL SCOPE PHASE 1


PROPERDRINKING HOLIDAYS

SPORTS HOLIDAYS

98

32

59

X POSTFREQUENCY X 4

TOTAL HOLIDAYS 189

POSTS& RE-

POSTS1,512

2016 (x1) PER MONTH (x12)

63PRIMARY SOCIAL

PLATFORMS

SECONDARY SOCIAL

PLATFORMS 63

126TOTAL SOCIAL POSTS/MONTH

TOTAL SOCIAL POSTS/DAY 4.2

DAYS PER MONTH / 30

DEPLOYMENT

MONITORING

MEASUREMENT

DEVELOPMENT

APPROVAL

SCHEDULING

RESPONDING

1

.15.25.25.50.50.50

TASK HOURS

TOTAL HOURS/NET POST 3.15

TOTAL HOURS/DAY 13.23

TOTAL RESOURCE HOURS

ALLOCATED

TOTAL RESOURCES

3,3201.59

X 2X RE-POSTFREQUENCY

*251 work days, 2080 work hours / annual year, 2015.

MONTHLY FEE:

CAVEATSOut of Pocket costs not included in

agency fees will be passed through and billed at cost if agreed and approved

by client. Examples include: Photography, Food Styling, Boosted Posts, Paid Media, Retouching, etc.


Social Pitch Example

Marketing

Transcript of Social Pitch Example