3. Table of Contents
Executive Summary
Situation Analysis
Industry
Competition
SWOT
Primary Research
Marketing Objectives and Strategies
Target Audience
Creative
The Big Idea
Positioning Statement
Media
Ovjectives and Strategies
Media Mix
Timeing / Flow Chart
Budget
Promotions
Evaluation and Summary
Silverback Advertising
Work Cited
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2
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10
12
19
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4. Executive Summary
The introduction of Twitter in 2006 marks the beginning of the company’s efforts to
pioneer and shape the field of microblogging. Over the last eight years, Twitter has
blossomed into a leader within the social media industry and boasts unlimited growth
potential. Twitter makes clear their mission: To give EVERYONE the power to create
and share ideas and information instantly, without barriers.
After conducting primary research and gathering indicative statistics, it is determined
that the primary target audience will be male and female 18-34 years old. This
demographic is already savvy with technology, and in order to expand Twitter’s users,
we have selected a secondary target audience of 50-66 year olds. Both target
audiences will understand the simplicity and convenience of Twitter via our
“#BlueFeather” campaign. The campaign will explain the pitch that Twitter is for
everyone. It connects us all and there is something on Twitter for everyone.
This campaign will run from August 2015 to July 2016 and feature advertisements
through television, magazines and internet. The plan is to operate on a budget of
$122 million - 2% of Twitter’s annual revenue. Our goal is to increase the amount of
monthly active users by 19%, or 12 million total. Twitter’s social network ad
revenue share in the US will also increase from 12.7% to 16%, all while promoting
brand awareness in an untapped demographic.
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5. Situation Analysis
Economic Impact
The American economy lowered its deficit and unemployment rates in 2014.
Social media, as an industry, earned rapid growth in revenue, compared to
last year. As the economy improves, social media becomes more accessible.
The data shown above indicates a clear correlation between the US economy,
and Twitter’s monthly active users. Declining unemployment rates result in more
disposable income, leading to more smartphone users, which makes twitter
widely accessible.
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6. Situation Analysis
Social Influences
• Popular events are promoted and encourage user activity.
• Users are able to directly communicate with public figures and people of
interest.
• Social media is a convenient source for breaking news and current events.
Regulation Impacts
• Data Protection Act ensures the protection of mobile data.
• Users express concerns over invasive privacy policies.
• Social Medias are ramping up efforts to improve transparency.
Technological Impacts
• The increased number of smartphone users provides access to social
media where Wi-Fi and desktop use are unavailable.
• Users can easily find friends on social media, who are contacts in their
phones.
SI
RI
TI
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7. Situation Analysis
Competition
Strengths:
Largest audience of any
social media. Highest
revenue among competitors.
Weaknesses:
Data collection practices and
an invasive privacy policy
worry users.
Strengths:
Own by Facebook, provides
significant funding.
Weaknesses:
Direct communication
between users is difficult.
Strengths:
Rapid growing audience
and significant advertising
opportunities.
Weaknesses:
Have yet to figure out a
consistent
formula for advertisers.
Strengths:
Ranks third in number of
active users. Google offers
heavy funding to ensure
success.
Weaknesses:
Similar concept to
Facebook, and struggling to
escape its shadow.
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8. Situation Analysis
Strengths
• Twitter is the Pioneer and leader in
their respective microblogging niche.
• Real-time search is a function that
allows users to find the most
popular and most recent tweets
related to the search.
• Verification of authentic accounts.
Opportunities
• Tweets are embeddable and allow
users to upload videos directly to
Twitter, rather than YouTube.
• Twitter is equipped with a more
real-time search than Google. There
is an opportunity to steal market
shares from Google and Yahoo!.
• SBA (Small Business Association):
Twitter promotes the awareness of
small businesses via the newly
created application.
Weaknesses
• Spam appears to be a common
problem on Twitter, but can easily
be reported by users.
• Twitter has yet to turn a profit.
• Promoted Tweets (frustrating
among users)
Threats
• Competing social networks like
Facebook. The Chinese version of
Twitter, Weibo.
• Snapchat is emerging as network
with major potential ad revenue.
• No algorithm to keep tweets of
interest near the top of users
timeline.
S W
TO
SWOT
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9. Situation Analysis
Primary Research
More than 100 Students at the University of Idaho participated in our
survey consisting of ten questions that allows us to better understand the
social media industry. The following results are indicative of trends relating
to social media.
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10. Marketing Objectives and Strategies
Objecties and Strategies
Marketing Objectives
Acquire 12 million more monthly active
Twitter users in the US. This is a 19%
increase overall and a 4% improvement
from past annual trends.
Gain exposure and loyalty amongst the
demographic most likely to use Twitter.
(Female, Hispanic, 20-something, who
attended college, lives in a city, and
makes <30K or 50-70K.)
Increase Twitter’s social network ad
revenue share in the United States from
12.7% to 16%.
Increase brand awareness, in the
older-aged, news reliant demographic.
Strategies to Achieve
Website banners, full page magazine ads
and cable TV.
Purchase television spots in the leading
Hispanic networks, Univision and Telemundo.
Advertise in Cosmo Magazine, whose
demographic profile consists of 50% females
age 18-34.
Increasing Twitter’s monthly active users will
result in a more appealing opportunity for
advertisers. This will also increase the cost
of ad space.
Advertise in AARP publications
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11. Target Audience
Our target audience is adults 18-34 years of age. This demographic is familiar with
technology and comfortable using social media. Over 80% of this demographic
owns and uses a smartphone. This is also Twitters largest audience group making it
more desirable for non-users to create an account and connect with friends.
A secondary target audience that we wish to increase exposure to is adults ages 50
-66.This secondary target is desirable to reach because 49% of this demographic
have a smartphone. This demographic expresses significant interest in local and
national news, making this a great opportunity to expose Twitter as a news source.
Eric is turning 21 this coming
April and is a full-time stu-
dent at University of Nevada
in Reno. Between school
and working part-time he
uses social media to be in-
formed on daily news for his
journalism classes as well as
stay in touch with his circle of
friends.
Mary is 27 and has just
opened up her own business
outside of Colorado Springs
selling various works of art.
She needs to set up accounts
on social media sites to
increase word of mouth and
customers to her store. She
wants to be able to update it
frequently on the new addi-
tions to the store as well as
see what her favorite artists
are creating.
Stewart is a 41-year-old father
of three who has been Vice
President of a real-estate com-
pany for 6 years while perusing
his hobby of breeding show
dogs. His smartphone is his
main contact with his family as
well as business. His company
uses social media to connect
with clients as well as track the
market. He uses social media
to promote his hobby as well
with his own page dedicated
to informing about his dogs.
Eric Rocha
@eric_diego
Mary Weston
@art_thruMary
Stewart Catwright
@hounds_forthewin
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12. The Big Idea
By showcasing the variety of credible content within Twitter, we will get to show
people how Twitter can fit into the various aspects of their lives.
Through the use of television, print, and web banner ads featuring a single blue
feather “#BlueFeather” we will we will inform nonusers about the many uses of one
of the world’s fastest growing micro-blog web presence. The blue feather will be a
symbol of the varying uses of Twitter while creating recall in the minds of those who
see it.
They will experience a sense of curiosity and wonder towards the various worlds
that can be accessed through Twitter. They will also see how they can directly
communicate to people of interest through Twitter, which is not permitted on
Facebook, and tends to get lost through all the comments on Instagram. Overall
the simplicity of our campaign will remind people that Twitter is there, and ready for
new users.
Creative
#BlueFeather
Follow
Tweet Photos Favorites
103,000 FOLLOWERS
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13. Creative
Positioning Statement
Anyone will quickly understand that Twitter is much more than an algorithmic
news feed. It is the best and most convenient real-time search available and
the most instant news source out there. There is something for everyone and
Twitter connects us all.
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14. Media
Objectives and Strategies
By showcasing the variety of credible content within Twitter, we will get to show
people how Twitter can fit into the various aspects of their lives.
Through the use of television, print, and web banner ads featuring a single blue
feather “#BlueFeather” we will we will inform nonusers about the many uses of one
of the world’s fastest growing micro-blog web presence. The blue feather will be a
symbol of the varying uses of Twitter while creating recall in the minds of those who
see it.
They will experience a sense of curiosity and wonder towards the various worlds
that can be accessed through Twitter. They will also see how they can directly
communicate to people of interest through Twitter, which is not permitted on
Facebook, and tends to get lost through all the comments on Instagram. Overall
the simplicity of our campaign will remind people that Twitter is there, just waiting
for them to use. This will lead to 20% more total active Twitter users by August
2016, this will be 4% higher than projected.
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15. Media
Objectives and Strategies
Objectives:
Magazine advertisements publications
like Cosmo will establish brand loyalty
amongst Twitter’s audience that is most
likely to use the service. It will also
improve the amount of active monthly
users.
In the AARP publications, the
advertisements will increase brand
awareness to the 50-66 year old
demographics.
Internet advertisements are intended
to promote brand awareness and offer
quick access to register for an account.
Strategles:
To accomplish this goal, the
advertisements will raise awareness for
the many different uses of Twitter. The
advertisements will encourage readers to
use Twitter more actively.
These ads will relate to the current
publications of AARP and show the
simplicity of the micro-blog format.
Internet advertisements will be banners
with a clean presentation that is unique
to the Twitter brand. An accessible link
offers registration at just one click away.
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16. Media
Media Mix
Television. 30 second commercial showcasing the variety of reasons to use
Twitter, blue feathers.
The first scene will be demonstrating how any Twitter user can directly contact any other Twitter
account directly via “@” even big companies and people of interest.
The second scene will show the uses of Twitter to small or large business, how networking can
greatly increase word of their organization as well as promote directly through Twitter.
Twitter is quickly becoming one of the fastest growing credible news mediums for news
organizations who trust the timelines of Twitter.
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19. Media
Time / Flow Chart
We want to focus the heavy use during times throughout the year where
there are big events for users to Tweet about, annual holidays, graduations,
summer vacations, etc. The times throughout the year when we will use
ads lightly are the middle months, the ads will still be sending a message,
just not as aggressively so as not to exhaust them.
Aug Sept Oct Nov Dec Jan Feb March April May June July
Print
TV
Web
Heavy Use Medium Use Light Use
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20. Media
Budget
Twitter’s annual revenue: $6.1 Billion
2% = $122 Million Budget for Ad Campaign.
Television: $60 million
Web. $10 million
Print. $30 million
Public Relations. $10 million
Leaves $12 million left over for investing in the people who make the ads possible.
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21. Promotions
Music festivals have become trendy events in the US and continue to
experience rapid growth in attendance. For example, Coachella, a festival in
California, has grown from 25,000 people during two days in 1999 to crowds
of 85,000 per day over two three-day weekends. Coachella is only one
example, but it exemplifies the ever increasing popularity of music festivals in
the US.
In a 2014 poll featured on the Coachella website, 449 attendees answered
a question regarding their age group. An astonishing 75.28% of attendees
range from 15-34 years of age. Research also reports that a whopping three
quarters of online chatter around music festivals was driven by millennials
(ages 17 to 34). However, the online chatter, is lacking the use of hashtags,
according to Eventbrite.com. Their findings conclude that, among the top
10 most discussed festivals, only 19% of conversations contained branded
hashtags. This means 4 out of 5 posts were difficult to track and engage
with.
These findings present the opportunity of a nearly untapped resource and
unlimited potential for Twitter promotion. The plan is to purchase non-food
vending licenses from the top-ten music festivals in the US. The area will
consist of a largely shaded canopy, a water re-fill station and iPads.
Attendees who enter the promotion area will have the opportunity to explore
any tweet that contains a hashtag specific to the festival. If the individual
desires, they will have the ability to send a tweet with the designated hashtag
from their account. If the individual does so, they will earn a re-fillable water
bottle that features the Twitter brand.
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22. Evaluation and Summary
Evaluation
We plan on evaluating the success of our campaign by measuring the increased
amount of active users and share revenue at the end of our campaign, which starts
in August 2015 and will end July 2016. When we measure the new active users
we can measure the goal of 4% improvement from their past annual trends and will
result in a 19% increase overall. By evaluating the ad share revenue we will see if we
increased Twitter’s predicted 12.7% growth to 16% after our campaign.
In addition to statistics and revenue, we will also measure the success of our
campaign by evaluating our campaign’s customized hashtag #BlueFeather. By
seeing how many users were using #BlueFeather in their tweets we will be able to
see how many Twitter users responded our campaign’s trend. This is a method that
we will join with our other methods in order to measure the success of our campaign.
Summary
By spending four months researching Twitter, we saw how this ever-expanding
micro-blog has created it’s own niche in the social media industry. This was an
opportunity to create a unique campaign that will allow Twitter to reach a wide
variety of demographics.
Our target audience is 18-34 age groups who may already have a Twitter account,
however may not use it often as a resource. We also will target the 50-66 year old
range who do not use Twitter, but by increasing brand’s awareness it will increase
their usage. Through our #BlueFeather Campaign we will show the different
purposes of Twitter, which will increase the number of new users and cause current
users to use Twitter more frequently. This campaign will accomplish raising brand
awareness and share revenue as well as increasing active users.
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