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Social Media Tactical Plan – Jewellery Unlimited
Why Social Media Marketing:
Social Media is Hot, it is Growing, and it is Upgrading every day. What does this
mean for the jewellery industry? Is it worth investing in such a sprawling, time-
consuming endeavour? The answer is Yes! In the same way no one questions the
necessity of having a website today, a social media presence is equally
important. Social Media Activity is a crucial brand-building tool that allows you to
connect directly with current and prospective customers. If done correctly, social
media activities can build community, increase exposure, and increase
website traffic.
Your Goals:
 Website traffic
 Conversions
 Brand awareness
 Creating a brand identity and positive brand association
 Communication and interaction with key audiences
 Only by establishing your goals can you measure your social media ROI.
This plan includes the tactical objectives to be used to accomplish the following social
media goals:
1. Increase inbound leads at a low cost
2. Expand reach of thought leadership content
3. Engage and excite influencers
4. Better understand, identify, and engage potential buyers
5. Improve customer service and satisfaction
6. Enhance outbound campaign program effectiveness

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Activities in our Package:
Blog ....................................................................................................... 3
Social Networks..................................................................................... 3
Microblogging........................................................................................ 4
Booking Marking / Tagging.................................................................... 4
Social Apps & Voting.............................................................................. 5
Photo Sharing........................................................................................ 5
Revenue from Social Media Marketing.................................................. 6
Sample Campaigns................................................................................ 7

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Blog - X hours daily/weekly/monthly
Short term objectives:
• Increase recognition
− Example: X number of posts
− Blog publication schedule
− Add RSS button
− Include social share buttons
• Increase engagement
− Encourage comments, forum pages, etc.
− Add social share buttons
Social Networks - X hours daily/weekly/monthly
Short term objectives:
• Facebook Fan Page
− Share a mix of relevant links, engaging content, videos, and polls
− Make sure you promote upcoming events and create them in the events tab
− X posts per day
− Engage with influencers
− Create Facebook Groups
• Google+
− Optimize for SEO
− X posts per day
− Share engaging content, videos, images, and relevant links
− Comment on posts
Key Metrics:
• Number of posts
• Number of social shares
• Audience growth - unique and
returns
• Conversation rate
• Conversions
• Subscribers
• Inbound links
• SEO Improvements
Key Metrics:
• Facebook Likes and posts
• Facebook Groups
• Referring traffic
•Facebook Group members
•Facebook Discussions
• Google+ Circle
adds/followers
• Google+ mentions
• Pinterest pins and follows

4.
− Utilize Google Hangouts
− Create and promote upcoming events
• Pinterest
− Create boards leveraging both content and product features
− Follow other businesses, thought leaders, customers, and partners
MicroBlogging (twitter) - X hours daily/weekly/monthly
Short term objectives:
• Promote content through Twitter
• Segment influencers and create lists
• Utilize promoted Tweets
• Communicate support issues from Social Media to
Support team, ensure follow-up
• Listen to relevant conversations
• Build reputation
Bookmarking/tagging - X hours daily/weekly/monthly
Short term objectives:
Post new products to:
• Reddit
• Digg
• Stumbleupon
Participate in communities:
• Review blog sources to identify additional bookmarking sites that may drive traffic
Key Metrics:
• Followers
• Mentions
• Retweets
• Retweet Reach
• Replies Reach
• Number of lists
• Social Capital—influence of
Twitter followers
• Number of potential
prospects sent to sales
• Posts
Key Metrics:
• Referrals from bookmarking/tagging sites
• Pages ranking on key terms from
bookmarking/tagging sites
• Views and submissions

5.
Peer to peer social sharing apps - X hours daily/weekly/monthly
Short term objectives:
• Add a social element to every campaign
to expand reach and increase engagement
• Share videos, reviews, ratings, and polls
• Use promotions and contests to spread your
message like refer-a-friend and flash deals.
Photo Sharing - X hours daily/weekly/monthly
Short term objectives:
• Encourage employees to share any interesting and marketing relevant photos from
social
Marketing or sales events
• Take pictures of any relevant marketing events
• Utilize photo sharing sites to share images with links back to blog and core site
− Flickr
− Facebook Photo Gallery
− Our Blog
− Google Plus Photo Albums
Key Metrics:
• Social profile data capture
• Social reach
• Impressions
• Social activity and conversions
• Influencers and fans
• Campaign performance & ROI
• Trends over time
Key Metrics:
• Referrals fromphoto sharing sites
• Views of photos on social sites
• Pages ranking on key terms from
photo sharing sites

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Revenue from Social Media Marketing:
Marketing ROI has traditionally been measured like this:
Return on Investment (%) = (Net profit / Marketing Costs) × 100.
Your product “Diamond Jewellery” is a “considered purchase” by that we mean that
people do research before they buy your product, and a reasonable subset of them
also come to your page to get information about your product.

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If that’s the case, and you have “goal” pages that indicate a consumer’s purchase
intent, you can match this with social data to quantify the potential revenue impact.
For this we require:
• The number of goal pages that prospects reach in a given time period;
• The number of sales that you make in the given time period;
• The average selling price for your product; and
• The number of goal pages reached by prospects coming to your site from social
media in the given time period.
How we work:
We know that for few brands 100% of their customers come to their website prior to
making a purchase. We also know that not every page of a brand’s website is equal in
terms of indicating a good prospect. Different visitors are at different stages of the
funnel, so to speak, with some of them just learning who you are and others
searching for locations to buy your product. Clearly, the latter is the more valuable
visitor.
But we can take a look at how many of those good prospects you have to get to your
key pages to make a sale. Let’s take a simple example. Let’s say you sell 10 pieces of
Jewellery a month for $100 each. And you get 1,000 visitors a month to your site, but
only 100 of them visit your “Store Locations” tab. In that case, we know that it takes
10 visitors to your goal page (in this case, “Store Locations”) to sell one product.
(The other 900 visitors aren’t relevant in this simple example.) One visitor to a goal
page is worth $10 in revenue. All things being equal, if we use social media to drive
more traffic that ends up on the “Store Locations” tab, we can quantify the estimated
revenue impact. (It should be obvious that driving garbage traffic to this page would
fundamentally change the equation. The goal should be to drive quality traffic to the
site that ends up choosing the “Store Locations” tab.)
Sample Campaigns:
1) Get 50% off on Diamonds on Max Registrations at
Jewellery Unlimited...
Get maximum registrations on our “Site” & Get a chance to get 50% off
on your Diamond Jewellery.
Step 1: The Entries
- Like our Facebook Fan page
- Now fill and Submit the form with your details

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Step 2: Referral link
- You will get a referral link post submission of form
- Share your referral link with your Facebook/Twitter friends and get them to
register with us
Step 3: The Winner
- Person acquiring Maximum Registrations will be the Winner
- 3 Top Winners will be gifted with a 50% off coupon code
2) Gift Symbol of Love -- a Free Diamond to Your Precious
One at Jewellery Unlimited...
Submit a Diamond quote & get a chance to a Win a
Diamond
Step 1: The Entries
- Hit Like our Facebook fan page
- Submit a quote on “Diamond Jewellery” and a one liner about “Why you Love
your Partner”
Step 2: Get Maximum Likes on the “Diamond Jewellery” quote
- Share the “Diamond Jewellery” quote among your Friends and get maximum
likes
Step 3: The Winner
- The Winner will be the One who gets Maximum Likes for His Quote.
- Winner will get a Free Diamond Jewellery

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3) Win your Favourite Diamond Jewellery at Jewellery
Unlimited...
Share a Link/URL of your Favourite Diamond Jewellery
on our Website across Facebook & Twitter
Step 1: The Entries
- Hit Like our Facebook fan page
- Go to “http://www.domainname/”
- Browse through our Diamond Jewellery collection
- Copy the Link/URL of your Favourite Diamond piece
Step 2: Get Maximum exposure
- Share it across with your Friends on Facebook and Twitter with Hash tag of
Jewellery Unlimited (ex: #JewelleryUnlimited)
- Get Maximum likes for your Link/URL shared on Facebook, Twitter etc
Step 3: The Winner
- Winner will be the one who Gets Maximum Likes for the Shared Link/URL
- Winner will get the Diamond Jewellery as a Gift which was shared by him/her
from Jewellery Unlimited website