SMM Plan for Kiehl's Male Skin Care Brand Expansion
•Als PPTX, PDF herunterladen•
1 gefällt mir•3,006 views
This document outlines a social media marketing plan for Kiehl's men's skincare line. It begins with an analysis of Kiehl's as a company, the male grooming market, and target audiences. Three target personas are identified: a model, motivational speaker, and engineer. The optimal target audience is identified as engineers interested in outdoor activities and skin health. Six key social media locations are identified for content distribution. A content strategy is then outlined, including editorial themes, topics, and a 12-week editorial calendar. Strategies and tactics are proposed for social channels including blogs, Facebook, Twitter, Tumblr, Instagram, and YouTube. Finally, SMART goals are proposed to measure awareness, engagement
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (20)
Ähnlich wie SMM Plan for Kiehl's Male Skin Care Brand Expansion
Ähnlich wie SMM Plan for Kiehl's Male Skin Care Brand Expansion (20)
SMM Plan for Kiehl's Male Skin Care Brand Expansion
- 1. SMM Plan Hsuan-Wen Huang (Sharon) Julide Halilbeyoglu Mansi Patel
- 2. Agenda • Company Analysis Business Overview Competitive Analysis Situation Analysis • Social Media Campaign Target Audience – Persona Optimal Target Audience Audience Location Content Strategy Editorial Calendar Social Media Implementation • Monitoring & Measurement
- 3. Business Overview (1851) Kiehl’s started in New York (1921) Irving Morse buys Kiehl’s (1961) Introducti on of men line Products (1995) L’Oreal Group acquired kiehl’s (2015) Kiehl’s Now 250 Retail stores world wide 1000 points of sale in high end department store Around 44 countries
- 4. SWOT analysis Strength - Rich Heritage - Strong Parent company - Natural Ingredients - Focus on excellence service and retail experience - Customer Centric policies like generous sampling programs, information and simple packaging. Weakness - Relatively low brand awareness - Less view on the Advertisement - Unique selling point of fine and natural ingredients can be easily copied by others - Less awareness on men’s products Opportunities - Potential growth expansion in the men’s facial care sector - Leverage on parent company’s network for international market penetration - Focus on Men's cosmetic product Threats - Strong competition in the facial care industry - Low switching costs - High availability of close substitutes
- 5. Social Media Activities SITE URL PROFILE NAME FOLLOWERS LAST ACTIVITY POSTING FREQUEN CY ENGAGE MENT FACEBOOK https://www.face book.com/Kiehls US?fref=ts KIEHL`S 1.1M 7.24.2015 8 10 TWITTER https://twitter.co m/Kiehls KIEHL`S 69.8K 7.25.2015 10 10 YOUTUBE https://www.you tube.com/user/K iehlsNYC KIEHL`S NYC 4.035 6.6.2015 4 2 PINTEREST https://www.pint erest.com/kiehls since1851 KIEHL`S 8.243 7.24.2015 8 4
- 6. Competitive Analysis Origins Aveda Fresh Strategy First Botanical based Brand Product focused brand Appealing fragrance based brand Personality Pharmacy based product High Quality Product Traditional touch Target 24 – 65 years Active lifestyle people 24 -60 years Frequent use of hairdresser 35 - 65 years More attached to Tourist Facebook Page likes 903k 1.7 million 335k Instagram followers 21.1k 72.3k 61.9k Twitter Followers 27.3k 100k 9,246 YouTube (Subscribers) 1,316 23,947 491 Source: Statista
- 7. Male Grooming Market Source: Statista
- 8. Energizing Face Wash Top 1 Ultimate Strength Hand Salve Top 2 Facial Fuel SPF 15 Top 3 Top 3 Products
- 9. Consumer Analysis Consumer Insight •Men spent max. 30 min/day on personal appearance* •Highly usage: facial cleanser/moisturizing* Purchasing Behavior • Predetermined choice • One product at a time • Girls influence Source: *Euromonitor
- 10. • Goal: Make Keihl`s the most well known male skin care brand. • Objective: Improve men collection awareness in The U.S. by 15% in 4 months • Strategy: • By using appropriate social media channels and tools to reach out our target customers. • Tactic: Intergrade Blog, Facebook, Tumblr, Twitter, Instagram, YouTube • Logo • Facial care products for men
- 11. Target Audience – Persona • Characteristic: Seeking for better skin condition Middle and higher income classes • Persona#1: Model Michael Location: LA 25 years old, single Income levels are variable Career: Magazine Model Hobby: Photo shooting Need: Heal acne problem Trigger: Friends
- 12. Target Audience – Persona • Persona#2: Speaker Peter Location New York 36 years old, married Average income: $88,000 per year Career: Motivational Speaker Hobby: Travel Need: Maintain better looking for work Trigger: Working needs
- 13. Target Audience – Persona • Persona#3: Sporty Harvey Location: San Francisco 28 years old, single Average income: 80,000 per year Career: Engineer Hobby: Outdoor activities Need: Solving dry skin problem Trigger: Blogs
- 14. Optimal Target Audience Need InterestMoney Persona#1: Model Michael Persona#2: Speaker Peter Persona#3: Sporty Harvey ①② ③
- 15. Optimal Target Audiences Sub-segment ①② ③ (A) (B) (C) (D) A) Engineers who likes to do outdoor activities. B) Likes to do outdoor activities and be aware of their skin condition C) Be aware of their skin condition and seeking for solutions D) Seeking for solutions and wiling to try different kind of facial products
- 16. Audiences Location #1 GROOMING LOUNGE • Purpose Help make men even more handsome • Pros Good content Relevant to season Pictures Tag • Cons Poor design Not frequent • Web Traffic 104K (July) • Activity levels: 6th level
- 17. Audiences Location #2 MALE GROOMING GUIDE • Purpose Inform the male about all grooming • Pros Tag Engaging Picture Design Rich content • Cons No info about product prices • Web Traffic Not Available • Activity levels: 8th level
- 18. Audiences Location #3 Ruggedly Groomed • Purpose: Men's grooming for hair and skin care Content for men of color • Pros: Clean website Easy navigation Interesting content Attractive theme Award winning blog • Cons: No interaction • Web Traffic: Not Available • Activity levels: 8th level
- 19. Audiences Location #4 MANFACE • Purpose: Skin Guide • Pros: Design layout Interesting editorial topics Directory with all brands • Cons: No engagement from the website • Web Traffic: 159K • Activity levels : 7th Level
- 20. Audiences Location #5 Menscience • Purpose Share men care information Selling its own products • Pros Detail – oriented Useful information Different contents • Cons Too much details • Web Traffic 15K (July) • Activity levels: 8th level
- 21. Audiences Location #6 Valet • Purpose Men’s lifestyle, grooming, living information • Pros Clearly web-content (User friendly) Interaction with audiences (Ask Valet) Attractive pictures • Cons Lots of categories, but only few posts No interaction with audience • Web Traffic 460K (July) • Activity levels: 5th level
- 22. Top 3 Audiences Locations - Rich content - Blog design - Very engaging - Extra comment button - Interesting contents - Easy navigation - Award winging blog - More interaction with audiences - Very specific on each contents
- 23. Content Strategy • 3 types of content for different channels: Written post • Social marketing delivery channels & assessment: Blog – Blogger Social networks – Facebook, Twitter, Tumblr Content specific social site – Instagram, YouTube Media Channel Active Users (in million) % of Male Users** Blog 6.7+* x Facebook 1,490 66% Twitter 316 17% Tumblr 230 46% Instagram 300 15% YouTube 1,000+* x Picture post Video post Sources: Statista *Digital Insight **Entrepreneur
- 24. Chosen Keywords Keywords Volume CPC 3 choices Men skin care 1,000 3.71 Men facial care 390 2.1 Men face care 480 3.8 Shaving cream 8,100 3.59 Facial scribe 1,000 3.30 Facial cleanser 5400 1.9 Moisturizers 9900 1.64 Just for men 14800 0.63 O Keihls 5400 0.28 O Anti-aging 4400 7.41 Men grooming 590 4.41 Organic 40500 2.90 O Source: SERPs
- 25. Editorial Themes & Topics Theme A Theme B Theme C Theme D Shaving Cleanser / Moisturizers Anti-aging / wrinkles Events Topics Topics Topics Topics 1) Men, Let’s finish the relationship with razor burn. 1) Facial clean, tips for men to realize why!! 1) Be young Again!! 1) Gentlemen, let's take more responsibilities! (Collect empty bottles) 2) Shaving is a big thing for men 2) Skin care is not only for women, but MEN. 2) Guys don’t be shy, let’s prevent wrinkles with Keihl’s 2) Gift choice for your men 3) Video (Related with shaving products) 3) Let’s see how men say bye-bye to acne. 3) Video (Related with anti-aging products) 3) 10% off join the member ship
- 26. Editorial Plan for 12 Weeks Channel Time W1 W2 W3 W4 W5 W6 W7 W8 W9 W10 W11 W12 *Blog OP A1 B1 C1 D1 A2 B2 C2 D2 A2 B3 C2 D3 CC • Share Video from YouTube channel when video is posted C/R • Comment in own post at least once a week • Respond other people’s comment everyday Facebook OP A1 B1 C1 D1 A2 B2 C2 D2 A2 B3 C2 D3 SPB A1 B1 C1 D1 A2 B2 C2 D2 B3 B3 D3 D3 CC • Share relevant post from other Facebook users, at least once per day. • Share from other channels (i.e. Twitter, Instagram, Tumblr, YouTube, etc.) C/R • Comment in own post at least once a week • Respond other people’s comment everyday Twitter OP A1 B1 C1 D1 A2 B2 C2 D2 A2 B3 C2 D3 SPB A1 B1 C1 D1 A2 B2 C2 D2 B3 B3 D3 D3 CC • Retweet relevant tweets from other Twitter users at least once per day. • Share from other channels (i.e. Facebook, Instagram, Tumblr, YouTube, etc.) C/R • Comment in own post at least once a week • Respond other people’s comment everyday • Theme = A, B, C, D • Topics = 1, 2, 3 • Original post = OP • Sharing post from blog= SPB • Curated Content = CC • Comment/Respond = C/R • *Main Page
- 27. Editorial Plan for 12 Weeks Channel Time W1 W2 W3 W4 W5 W6 W7 W8 W9 W10 W11 W12 Tumblr OP A1 B1 C1 D1 A2 B2 C2 D2 A2 B3 C2 D3 SPB A1 B1 C1 D1 A2 B2 C2 D2 A2 B3 C2 D3 CC • Share relevant post from other Tumblr users at least once per day • Share from other channels (i.e. Facebook, Twitter, Instagram, YouTube, etc.) C/R • Comment in own post at least once a week • Respond other people’s comment everyday Instagram OP A1 B1 C1 D1 A2 B2 C2 D2 A2 B3 C2 D3 C/R • Comment in own post at least once a week • Respond other people’s comment everyday YouTube OP A3 C3 CC • Adding playlist from other YouTube channels 2 ~ 3 times a week C/R • Comment in own post at least once a week • Respond other people’s comment everyday • Theme = A, B, C, D • Topics = 1, 2, 3 • Original post = OP • Sharing post from blog= SPB • Curated Content = CC • Comment/Respond = C/R
- 28. Strategies & Tactics Strategies Tactics • Interactive conversation • Channels consistency • Create engaging content • Build database • Customize URL • Frequently post • Attractive images & Video • #hashtags and keywords • Intergrade with other channels (Link & Share) • Create seasonal/ holiday events • Encourage “leave comments” • User friendly
- 29. Blog – Keihl’s for Men http://keihls4men.blogspot.com • Logo: easy to recognize • Header: clear purpose • Links to other channels • Archives • Keywords & Share • Lead to different content: house of rules
- 30. Blog – Keihl’s for Men http://keihls4men.blogspot.com • About Keihl’s • User friendly: Search blog Translator • Build database: Follow by Email Subscribe
- 31. Blog – Keihl’s for Men http://keihls4men.blogspot.com User friendly Use same name tag Pictures Encourage users
- 32. Facebook https://www.facebook.com/Keihls4men • Consistent profile pic • Call to action • About Clear statement Link to other channel
- 33. Facebook https://www.facebook.com/Keihls4men • Clear purpose Short description Long description Mission • Link + Link • Email – one of audience connection
- 34. Facebook https://www.facebook.com/Keihls4men • Key words • Posts content • Pin to top Event / important announcements
- 35. Facebook https://www.facebook.com/Keihls4men • Visitor posts / Responds • Upcoming events Subscribe • Attractive pictures & product pictures
- 36. Twitter https://twitter.com/KeihlsForMen • Similar web design Profile pic & background pic • Interesting photos & videos images • Tweets frequently • Bio & Purpose • Link & Follow us: lead audiences to other channels
- 37. Twitter https://twitter.com/KeihlsForMen • Share from other properties • Key works
- 38. Tumblr http://keihls4men.tumblr.com/ • Profile pic consistency • Clear purpose in headline • Keywords • Make question on posting
- 39. Tumblr http://keihls4men.tumblr.com/ • Share from other channel • Lead to other channel
- 40. Instagram https://instagram.com/keihlsformen/ • Customize URL • Logo: Easy to recognize Same as other channels • Bio: Clear purpose Link to blog
- 41. Instagram https://instagram.com/keihlsformen/ • First post: Greeting & State the purpose • Hashtags • Post frequently • Attractive pictures • Earn likes
- 42. YouTube https://www.youtube.com/users/keihlsformen/ • Clear logo • Link to other channels • Encouragement • Upload list in “Home” page
- 43. YouTube https://www.youtube.com/users/keihlsformen/ • Playlist – easy access User experience Product information
- 44. YouTube https://www.youtube.com/users/keihlsformen/ • Sharing banners • Encouragement – try to make audience interact with us • Links
- 45. SMART Goals Measure The Questions to address Key Point Indicator Awareness How far the message is reaching? Volume, Reach, Exposure Engagement How many people participating and there form of participation? Retweets, Comment, Replies, Participants Advocacy Is there any shift to any external site? URL shares, Clicks, Conversions Competitiveness Overall conversation in the industry about your brand. Share of voice • Improve Men collection Awareness in the U.S.A by 15% in 4 months
- 46. Quantitative V.S. Qualitative Quantitative Qualitative • Social Reach • Audience engagement • Social Mention • Social Media Traffic • Targeted Traffic • Conversation reach • Share of voice • Brand Sentiment • Advocate Influence
- 47. Monitoring the Campaign Exposure Influence Engagement Action Cyfe Oktopost NOD3X Social Radar kampyle Radian 6 Cymfony Source: Socialmediaexaminer.com
- 48. Q & A
- 49. Thank you
Hinweis der Redaktion
- Kiehl’s Company is an American cosmetics brand retailer that specializes in making premium skin, hair and body care products, Founded as a single pharmacy in New York City’s East village in 1851. Kiehl’s was purchased by the L’OREAL Group in 2000 and currently has more than 250 retail stores word wide, supplemented by sales in high end department stores. Kiehl’s is distinguished for it un orthodox marketing approach, exceptionally large male clientele base and its products simple and straight forward packaging. Current Trend : Comprises mass brands which men lesser propensity to spend in on cosmetics and toiletries compare to women. The areas in which men would like to use premium brands are: men’s preshave-men’s post shave-men’s deodorants.` Originally the Kiehl’s brand was sold to a very narrow and limited demographic – Middle to upper class women. The prices and uses of their product generally apply to this target audience. But later on in 1960 there was a massive change in the ideas and expanded the demographic of their targeted clientele beyond the wealthy females it had always typically attracted and appeal to. The price of the products remained high in order to target the selected audience and because of this there product tried to always appeal the lower and upper classes. Kiehl’s has proven itself, over the course of its one hundred and sixty years, as being the producers of quality and effective beauty, skin, and hair care products. It’s a well-known and loved brand, especially among its targeted demographic and expanding array of users. By using personalized, specific methods of advertising, providing service to different communities, and sponsoring certain events, the brand has sufficiently created brand community
- Strength The company is well focus with there treatment plans and their 64 years of experience in the retail industry. Now they have there stores everywhere almost more than 100 departmental stores. Kiehl’s is well know for the samples which they provide with there orders. They know there product is not that cheap so they give testers to there potential customer so that they have faith in the product and that’s there best plus point. . Weakness Though kiehl’s had a parent company name L'Oreal but still there is not much awareness about this product in the market. There are lot of people in there target audience who have no clue about this product in the market. Opportunity Kiehl’s has one of the biggest benefit of taking the contact advantage of L'Oreal and reach to a vast audience. They should make optimum use of the resources provided by there parent company. Kiehl’s started its men line product in 1961 and by far now they have amazing collection for men. The men skin care products are emerging now which was untapped since long and company take advantage of the same. Threats There are lot of competitors around Kiehl’s like Aveda, Origins, Fresh etc. This companies also have specialize in organic and natural skin care products so Kiehl’s should try to tap the audience before they shift and focus on new customers also. There is very less switching cost if the customer moves from kiehl’s to Aveda or Origins.
- Sources: https://www.facebook.com/Kiehls https://twitter.com/kiehls https://www.youtube.com/user/KiehlsNYC https://www.pinterest.com/kiehlsSince1851/ We graded posting frequency and engagement from 1-10. 1 is very low and 10 is very high. We created this graph on 26th of July, based on that date we wrote down the last activity date.
- Sources: http://www.statista.com/statistics/254612/global-skin-care-market-size/ Skin Care Industry The global skin care industry in 2012 was 99.6 Billion Dollars and in 2021 It is estimated to be 154 Billion Dollars. Right now the market has 115 billion industry for 2015. The top 3 competitors for Keihl's ate Aveda. Origins and Fresh. The main Competitor of Kiehl's is Aveda because Aveda not only provide there brand products for skin and health care but they also have special beauty Clinics all over USA were you get your treatment done for less price because the experts who carry out the treatment are students who are learning and so they give an ample amount of time for grooming you and you get the real experience of the product. While Keihl's on the other side don’t have that advantage they do give free sample but some people people prefer to have a real time experience. Also as the company have student study institute and beauty saloon they have more awareness as compared to kiehls and this can also be seen on various social media platform in the above chart.
- Source: http://www.statista.com/statistics/287643/global-male-grooming-market-size/ Size of the global male grooming market from 2012 to 2020 (in billion U.S. dollars)* This statistic depicts the estimated size of the global male grooming market from 2012 to 2020. In 2016, the global male grooming market is estimated to be worth about USD 21.4 billion. The male grooming segment is on the rise with still a small segment in the whole beauty picture, good media coverage, wider adoption od Male specific products and greater availability has kept the category in the spotlight and in china and Asia there is a potential for further boost, according to a recent report by market research Kine. The report says that the Asians and American males and are the most active consumers of grooming products and preferences have long grown just from after shave ad shaving foam staples. 8 of 10 men interviews reveal that there were conscious about there appearance and 31% of men were found to use cleansers specially designed for them, while 24% men are using male shampoo deodorants. So there is a huge untapped market down there to focus on for Keihl's.
- These are the top 3 beloved men products. We got these information from Kiehl`s website
- Consumer insight: - Unlike women, men maximum spend max 30 minutes for a day for their personal appearance. This includes, bathing, hair styling, brushing teeth, and brushing teeth in the morning, afternoon and night. - Men mostly use facial cleaner and/or moisturizing. (http://blog.euromonitor.com/2014/07/mens-grooming-habits-in-emerging-and-developed-markets.html) Purchasing Behavior: - Predetermined choice: Men like to search from internet before going to the physical store. They do not like to ask their friends for skin care products. When they need something, they google it. - One product at a time: When men decide to buy a product and go to the store, they only focus on that product. They are not interested in the other products in the store. - Wife/ Girlfriends influnce: As we descussed in the class before, girlfriends and wifes have a big influence on men in terms of skin care products. Either they suggest some products, or they buy for their men.
- Welcome to Men`s Club. We created a new brand. The name of the brand is KEIHL`S. We created a new logo and our only focus is on men afcial care products. As we discussed in the class all the time, Objectives leads strategy, strategy leads tactics. Our goal is to make Keihl`s the most well known male skin brand. In order to achieve our goal, our strategy is to use suitable social media channels and tools to reach out our target customers In order to achieve our strategy, we want to improve men collection awareness in The U.S. by 15% in 4 months In order to achieve our objective associated with strategies, we wanted to intergrade social media channels (Facebook, Instagram, Blog, YouTube, Tumblr, Twitter) as tactics.
- Model doesn’t have stable income
- Website for Income: http://work.chron.com/salaries-motivational-speakers-26243.html
- Website for income: http://www.mtu.edu/engineering/outreach/welcome/salary/
- In order to visualize those target audiences we created a Venn diagram. 1- Model Michael: He needs to maintain a healthy face skin, and interested in learning about new products. However, his income is not stabile that is why we did not want him to be our optimal target audience. 2-Speaker Peter: As we mentioned before, he has enough money to afford our product. Moreover, since he is a motivational speaker, he needs to have a fresh and healthy skin and our products can satisfy his needs. 3-Sporty Harvey: He is our optimal target audience. Because, he has enough money to afford our product, since he likes outdoor activities, he has to use products that protects his skin from the sun and also moisturize it, and interested in learning about new products to maintain his skin health.
- A) Engineers who likes to do outdoor activities. B) Engineers who likes to do outdoor activities and pay attention on skin problems that are made by outdoor activities C) Engineers who are aware of their skin condition and seeking for solutions D) Engineers who are seeking for solutions and willing to try different kind of facial products
- Website URL: http://www.groominglounge.com/blog/ Web traffic: http://www.similarweb.com/website/groominglounge.com Grooming Lounge: The main purpose of this blog is to help men to make them even more handsome. The blog provides good content and they are relevant to season. For instance, for the summer, it provides sun protection and moisturizing products. The blog has a good quality of pictures, keywords and hyperlinks. However, the design of the website is very boring, because the page is like an essay homework. The web design should have been interesting and fun to make the readers enjoy it. Moreover, the blogger does not post frequently. Based on our research, the web traffic is not high. The website is visited 104k times in July.
- Website URL: http://malegroomingguide.info/ Web traffic: http://www.similarweb.com/website/malegroomingguide.info Male Grooming Guide: The purpose of this blog is to inform men about all grooming stuff. The blog is very engaging and has a very rich content. The blogger used good quality of pictures and tagged some companies` accounts as well. The design of the website is very clear and easy to navigate. Based on the blog` interaction with audiences, and posting frequency, we wanted to give 8 for their activity level. However we could not get any information about their web traffic.
- Website URL: http://www.ruggedlygroomed.com Web traffic: http://www.similarweb.com/website/ruggedlygroomed.com Ruggedly groomed is an award winning Men’s Blog for 2015. The purpose behind this blog is to provide tips on men grooming and more precise this blog is more focus on skin and hair for men of color. There are lot of different things which we didn't’t found in the other blogs like updating tips like a news flash on the top of the blog. It is more audience specific. The articles are really interesting on the reason on damages of skin and hair and articles in big brands with their new products and researches. For cons We just found that the company is keeping the interaction personal in order to make it more reliable so the company never gets idea how the people are thinking except they have a tie up with the blogger. I would say the activity level on base on the website and the awards and reviews but it could be 10 if we know what the people are thinking on articles.
- Website URL: http://manface.uk Web traffic: http://www.similarweb.com/website/manface.uk This is an amazing Men skin guide blog. It is really active and the blogs are amazing with interesting videos. We also like the way each blog is specified with approximately how many minutes it will take to read and the comments are mostly from men. They are also active with latest social media like snapchat. The deign header of the blog is eye catching. Web Traffic Global Web Traffic Rank: 1,585,010 Time on site – 1.42 Page view 1.59 Visits – 9k
- Website URL: http://www.mensciencemagazine.com/ Web traffic: http://www.similarweb.com/website/blog.menscience.com#overview The purpose of this website is to share men care information and to sell their own products. The website has various different contents and provide useful information for men. For example, on the left side they have specific bars for each product, when you click on one of the category you can see all products and comments regarding to that product. However, the website provided too much details. For example, the left of the website which is the all categories written, is very confusing. There are more information than it is needed, and that makes the website a little bit boring. In July, the website is visited 15K times and based on their engagement and posting frequency, we wanted to give 8 as their activity level.
- Website URL: http://valetmag.com/ Web traffic: http://www.similarweb.com/website/valetmag.com Valet: The purpose of this website is to provide information about lifestyle, grooming and living tips for men. The website is user friendly and has clear web-content. The quality of pictures is very good and the web design is not boring. However, lots of categories are offered, but under these categories there are very posts. If the audiences have a private question, they can directly click on the “Ask Valet” button. In one way “Ask Valet” button is good, but in another way, the audiences do not want to make public comments, so there is no interaction with the audiences. In July, the website is visited 460K times and based on their engagement and posting frequency, we wanted to give 5 as their activity level.
- 1- Male Grooming Guide The blog offers rich content. It is very engaging and design is very entertaining and well organized. The owner of the blog provided a “No Comment” button. If the followers do not receive a reply from the blogger or want to ask something in private, they can click on this button to send a direct e mail to the blogger. 2- Ruggedly Grooming This blog offers interesting content. The blog is very easy to navigate. They won an award as well. 3- Men Science When we compared this blog with the others, this one has more interaction with its audiences( which is very important for us) The blog has very specific on each contents. For instance, if you are looking for a moisturizer, you can find the category on the left of the website and get very detailed moisturizer products.
- Content Strategy Types of content: We decide to go on three different types to gather interested from our target audience. These three types of post will cross in all channels. Social Marketing delivery: From the data that we found (Sources are below), we come up with those channels to execute the SMM plan. The reason that we use blog is that it is the most informative site for our target audience. It is not only recommend the products, but also teach the audience how to use the products or what is the better way to take care of their skin. For social network site, we pick up Facebook, it is because it has large amount of users and males users are around 66%. The reason for twitter is that twitter gather audience faster than other medias if you have a good starting. Instead of choosing Google+ and LinkedIn, we think that Tumblr will be more relevant for our brand. It is because we all know the recent news that Google+ has some problems and LinkedIn is not appropriate for our brand, therefore, Tumblr is a good site that we can use for social media channel. Also, the male users in Tumblr is around 46%. For the content specific site, we decided to use Instagram and YouTube since we are going to have picture post and video post, these two sites are the best for our brand. Source: http://0-www.statista.com.library.ggu.edu/statistics/272014/global-social-networks-ranked-by-number-of-users/ *http://blog.digitalinsights.in/social-media-users-2014-stats-numbers/05205287.html **http://www.entrepreneur.com/article/231970
- Chosen Keywords These are keywords that we use in our post, it depends on the topic that we publish. We sort the three keywords by how relevant they are with our brand and also the volume that will show on the Internet. For example, the brand name is Keihl’s – Just for Men and the products are all made by organic herbs. So, we choose “Keihls”+”Just for Men”+ ”Organic” as our main used. Moreover, those keywords have high volume number if we pay for keywords. *CPC = cost per click https://serps.com/
- Editorial themes & Topics The editorial themes are based on the products that we have from Keihl’s, and the topics are based on each themes. We try to make the catchy topics for our target audience. And also people can easy to recognize this topic is for men. i.e. Men, let’s finish the relationship with razor burn. It is obvious that is for men and it is talk about shaving. Another example is that Facial clean, tips for men to realize why!! This is easy to recognize too, for facial clean and for men. However, topics that we made is based on men and relative products.
- Editorial Plan for 12 weeks Blog: The Blog will be our main media site. In order to be more interesting and diverse, we post theme A topic 1 in week one, and next week we change to theme B topic 1, than theme C topic 1, etc. For curated content, we only share the video from YouTube. We don’t share other people’s blog in order to keep origin content from Keihl’s only. We do not want to confuse our readers. We want to keep this is straight from Keihl’s and only for Keihl’s. We will comment on our own post to activate our post and audience. Also, we expect to respond every comment that audiences leave to keep the relationship with audience, and increase the customer royalty. Facebook: We will have original post from what we have made in the themes and topics. And also share the post from blog to guide the audiences to our main page. For curated content, we want to share the relevant post from other Facebook users at least once per day. Because share from other popular Facebook users can increase the web exposure for our site. We will comment in our own post once a week to activate our post and respond to our audience when they make comment. Twitter: We will have original post from what we have made in the themes and topics. And also share the post from blog to guide our all audiences to our main page. For curated content, we want to share the relevant post from other Twitter users at least once per day. Because share from other popular Twitter users might increase our web exposure rate We will comment in our own post once a week to activate our post and respond to our audience when they make comment.
- Editorial Plan for 12 weeks Tumblr: Same as Twitter and Facebook that we will have original post that follow by our themes and topics each week, and also share content from other Tumblr’s users once per day. We will comment in our own post once a week to activate our post and respond to our audience when they make comment. Instagram: In Instagram. We will follow our themes and topics to post relevant picture post. We will not have share from other properties, but we will share Instagram to other properties that we have. We comment in our own post at least once a week, and respond audiences who leave the comment immediately YouTube: For YouTube, we plan to make at least 2 videos. If we have more videos during these 12 weeks. We will add it into our 12 weeks plan.
- Strategies Interactive conversation We respond to every comment that audiences leave and post the conversational content by using question in the content. Channels consistency We will follow the themes that we made and post by each topic We made all channels have same ambience by using the same profile picture and background picture, when we change one platform, we will change all of it. It is easier for our audience to recognize “that is Keihl’s” from us, not from other random fans page. Create engaging content We try to post something that can engage with our target audience by understand their interests and their behavior. And making conversation in the post with our target audiences. Build database From the blog, we build the database by asking the audience to subscribe us by email, so we will have chance to send them the information. From other channels, we encourage our target audience to “like us” and “follow us” Customize URL We customize our URL for each channel (i.e. keihlsformen and keihls4men). Therefore, if audience search these two words, then they can find us easily. (FYI: keihls4men is more unique when it pop up from the google search. Even though keihlsformen isn’t as unique as keihls4men, it is still pop up in the first 3 searching result) User friendly In every channel, we try to navigate our target audience to right direction by providing a simple direction. (i.e. we provide final destination link for our target audiences, like if we talk about anti-aging product, we provide the link to anti-aging link instead of asking them to go the website and search for it) Translator in blog. Since the social media is world wide, we provide translator for audiences that don’t read English, when they visit this page, they can easily find the way to read this page. Tactics: Post frequently Attractive images & video #hashtages and keywords Intergrade with other channels (Link & Share Post) Create seasonal/holiday events Encourage people to leave comments
- Blog – Keihl’s for Men http://keihls4men.blogspot.com Logo: It is easy for our target audiences to recognize this website is from Keihl’s and it is only for men. Header: We have write down “It's time for MEN to care about their skin.” It is pretty clear statement for what we do. Links to other channels: We use links to make audiences can easily access to our other properties, and also try to increase the connection with each channels. Archives: For audiences who wants to find the articles easily Keywords & Share: We encourage people to share our articles and bring more people to our site. Lead to different content: house of rules To state what we do and what we want people to do in our own site. We also use welcome words to make people feel welcoming.
- About: another place that people can understand what is this site doing User friendly: To make people easily find related articles that they are looking for, and we also use translator to make people from different place, different language can easily understand our web page Build database: To have more connection and more understanding with our target audience, we would like to build the datacase through follow us by email.
- User friendly We guide readers to go the final destination (buying page) when we recommend something on our posts. It is easier for audiences to get right products instead of searching from internet and cannot find right one. Use same name tag To make our audiences know that we are Keihl’s not some random writers. Pictures Put pictures to make people be more interested in each post. Encourage users In every the end of the post, we write down the encourage sentence to make people feel we are very care about them and really want to be engaged with them
- Consistent profile pictures We use same profile pictures in each of our channels to make people can easy to find us. Call to action We like to increase our sell, therefore, we have call to action “shop now” to make people can easily access to our online shopping center We put a short description and blog link in Home about page To make people understand what is the purpose and also lead them to our main social page (blog) *Apps: If we can use apps function in Facebook. We would like to add Location function to make people find our physical store easily.
- In about page, we have very clear description for our brand. Link to other properties is very important to us, therefore, we have post every links in everywhere and also make it very clear. We provide email for audiences if they couldn’t reach us from Facebook message.
- We use Key words strategy to make our web can be seen when people search from internet. The content that we have for each post is trying to have conversation with audience. Pin to top function is to make people can easily follow our recent activities, such as events or important ennouncements.
- We have a visitor posts on the side bar to make other people can see that they can leave the comment and we will respond for sure. It is the way that show up we are having a interaction with audiences. Upcoming events subscription is to make people follow us and we will send the events information We also use attractive pictures and product pictures to gather audience attention
- In Twitter page, we make the ambience similar as other website by using same profile pic and background pic. From the bio, we have clear purpose and link to guide our audience. And there is no extra links section for Twitter bio section, hence, we use short name to tell our audiences we have other channels as well Interesting photos and videos to gather audience attention. And We plan to tweets frequently
- YouTube We only put upload list in “Home” page. It is because we don’t want our audience get confused about our post. If we only provide latest upload, then audiences can easily follow the latest new from Keihl’s We encourage audience to make video for us or leave the story and we will make for them. It is trying to make interaction with them. We are unable do the customization for URL. (see the requirement below) This URL (https://www.youtube.com/users/keihlsformen/) is the ideal URL that we planned to make for our brand. The requirement customize URL from YouTube. Eligibility requirements To get a custom URL for your channel, your account needs to be in good standing and meet a few other requirements: 500 or more subscribers Channels is at least 30 days old Channel has uploaded a photo for the channel icon Channel has uploaded channel art
- The playlist that we have so far is User Experience: we use random person to make audiences feel that they can make video as well. Product information: will provide the newest product that we have for Keihl’s.
- Monitoring the Campaign Goal: Increase Keihls Man Brand awareness in USA by 15% in 4 months. In order to measure how much recognizable our brand is in its target audience we are going to study the brand awareness. The key areas to evaluate the brand awareness is divided in 3 categories Social Media Exposure Influence Engagement Social Media Exposure includes things like visits, views, followers, Fans subscribers and Brand mentions. So in order to measure the impact of the campaign we are going to compare the past data (data before 4 months) to the present data (after 12 weeks of campaign). Twitter: We compare the number of followers before and after the campaign. Then we will check out of the total men followers how many of them retweeted company’s post. We are going to check how many people participated in the Gift your dad contest and there engagement. Facebook: For Facebook we are going to compare the previous and current data in order to get the accurate total increase in percentage with the help of likes. review the number of friends from those who became fans during a specified period of time or during a promotion and those who commented on or liked your posts to identify the potential monthly Facebook reach YouTube: Through YouTube we are going to measure the number of views for videos tied to a promotion any specific period of time. Also we are going to measure the number of subscribers each month during the campaign. Blog: through blog we are going to measure the number of visitors who checked the posts and also mention there reviews. Engagement helps us to know how many people actually cared enough about what they had to say to result in some kind of action. Twitter: For Twitter in order to know the engagement level we are going to measure number of times the links were clicked, Retweets of messages, use of hash tags and to check the number of people who were responsible for the activity during that period. Also due the contest we have special tags to measure and the pictures and ideas of the target audience. Facebook: First thing to count number of times links clicked, likes and comments on the messages and then breaking it down to how many people created this activity. Also we are going to track the wall posts and private messages through our hash tags and brand name. YouTube: Monitor number of comments on the video, number of times it is rated, number of time it got share and than break down with number of new subscribers. Blog: For blogs we are going to evaluate the number of comments, number of subscribers generated and the number of times post were shared also the media were they got share (ie. Facebook , twitter, Instagram etc.). Influence will help us to set a clear idea about the whether the engagement metrics as mention above had a positive negative or neutral sentiment. The company will use various measuring tools to get the sentiments of the target audience but also we are going to do the manual check to validate sentiment results. Also a big check will be kept to heavy influencers because they impact a higher audience. Generation Fuel: After getting a clear idea about the exposure, influence and engagement we will get a clear idea about the impact of the company. The action from the target audience will be wither different forms which will lead to sales and traffic on website. Also the increase or same numbers in sale can give a idea about the impact of the social campaign.
- Source : http://www.socialmediaexaminer.com/4-ways-measure-social-media-and-its-impact-on-your-brand/ For each of the step in the monitoring brand awareness we are going to use various tools. Exposure: In order to monitor quantitative data like visits, views, followers, brand mentions we are going to use tools like Cyfe: The reason for choosing this tool is the platform which it offers to keep different things together at the same time. Once we enter the widgets it will start giving us data and we can make our customize dash board to track them on frequent bases. Oktopost: it is an all round social media tool and with the benefit of showing the activity broken down in to campaigns. This makes it so much easier to monitor the progress of a campaign, rather than relying on bird’s eye view metrics or statistics for individual social messages. All the company social shares are also laid out across a very smart calendar so you can see what messages are going out for which campaign all things at one glance. Influence: NOD3x: For our campaign the most important part is sentiments and influencers. This tool is use for the in-depth analysis of social media. They are also more focus in to YouTube which other tools hardly have. Some of the best features of this tool is Brand monitoring, sentiment analysis, page insights (includes both profiles and brand pages). Engagement: To do the detail analysis of the clicks, retweets, comments shares etc. We would be using tools like Radian6: It is a social Media monitoring platform which helps to study the customer opinion with relation to there products in real time. This tool will help us to listen what people are saying at various social web. From the blogs and comments to multimedia, boards, forums and some communities like twitter. It let you set one-click workflow for frequently used post routing, assignment, and classification. Also it will Feed data to its Radian6 dashboard for reporting and analysis.