Social Media Marketing Strategy for Converse

ADV 892-Social Media Drivers LicenseMiao Wang11.28.2010

Challenges of Converse Appeal to young generation

Innovation

Competition

Goals of Converse Increase the brand preference among young

generations

Broaden the target market

Taking advantages of social media online to increase the traffic to Converse website

The target market: Generation Y (born between 1977-1998)

Social Media Marketing Strategy Social media: The target market is the largest population who is active in social media world Much inexpensive Social media marketing strategies: Official Blog for Converse Converse Channel on YouTube Search Engine Optimization

Official Blog for Converse Set up an official blog for ConverseThe purpose of the blog: To communicate with consumers Fans of Converse communicating with each other Converse listening to what consumers are thinking about Converse

YouTube ChannelYouTube---the largest video site in the worldwide. Converse can do with YouTube: Set up a Converse Channel on YouTube; Put promoted Converse video on YouTube website whenever people search for shoes, Converse advertising video will appear

Search Engine OptimizationIn order to show in the top of the rank in Google search, we have to increase our SEO.

Optimize the search results by keywords, links, landing page and website content:

Keywords: sneakers, sports shoes, canvas shoes, comfortable shoes, etc.

As for the landing page and website content---be fashionable and eye-catching to appeal our target market—Generation Y.

Metrics of the Success The official blog: count the clicks and replies on the official blog to measure the website visits everyday. The YouTube Channel: see how many followers are in Converse channel and how many followers increase everyday. Google Analytics: figure out how much traffic leads to Converse website everyday and how many would result in the final purchase behavior

Budget Allocation and TimelineAs for the timeline: all those advertisings are around the whole year.

The budget allocation: The whole budget would be $200.000. The official blog---20%, 40,000. Converse Channel on YouTube---10%, 20,000. The production and regulation of promoted video on

YouTube---20% 40,000. SEO strategy---40%, 80,000. The metrics of the success---10%, 20,000.

Thank You!