Final project for converse microsoft power point

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<ul><li> Social Media Marketing Strategy for Converse ADV 892-Social Media Drivers License Miao Wang 11.28.2010 </li> <li> Challenges of Converse <ul><li>Appeal to young generation </li></ul><ul><li>Innovation </li></ul><ul><li>Competition </li></ul></li> <li> Goals of Converse <ul><li>Increase the brand preference among young generations </li></ul><ul><li>Broaden the target market </li></ul><ul><li>Taking advantages of social media online to increase the traffic to Converse website </li></ul><ul><li>The target market: Generation Y (born between 1977-1998) </li></ul></li> <li> Social Media Marketing Strategy <ul><li>Social media: </li></ul><ul><li>The target market is the largest population who is active in social media world </li></ul><ul><li>Much inexpensive </li></ul><ul><li>Social media marketing strategies: </li></ul><ul><li>Official Blog for Converse </li></ul><ul><li>Converse Channel on YouTube </li></ul><ul><li>Search Engine Optimization </li></ul></li> <li> Official Blog for Converse <ul><li>Set up an official blog for Converse </li></ul><ul><li>The purpose of the blog: </li></ul><ul><li>To communicate with consumers </li></ul><ul><li>Fans of Converse communicating with each other </li></ul><ul><li>Converse listening to what consumers are thinking about Converse </li></ul></li> <li> YouTube Channel <ul><li>YouTube---the largest video site in the worldwide. </li></ul><ul><li>Converse can do with YouTube: </li></ul><ul><li>Set up a Converse Channel on YouTube; </li></ul><ul><li>Put promoted Converse video on YouTube website whenever people search for shoes, Converse advertising video will appear </li></ul></li> <li> Search Engine Optimization <ul><li>In order to show in the top of the rank </li></ul><ul><li>in Google search, we have to increase our SEO. </li></ul><ul><li>Optimize the search results by keywords, </li></ul><ul><li>links, landing page and website content: </li></ul><ul><li>Keywords: sneakers, sports shoes, canvas shoes, comfortable shoes, etc. </li></ul><ul><li>As for the landing page and website content---be fashionable and eye-catching to appeal our target marketGeneration Y. </li></ul></li> <li> Metrics of the Success <ul><li>The official blog: count the clicks and replies on the official blog to measure the website visits everyday. </li></ul><ul><li>The YouTube Channel: see how many followers are in Converse channel and how many followers increase everyday. </li></ul><ul><li>Google Analytics: figure out how much traffic leads to Converse website everyday and how many would result in the final purchase behavior </li></ul></li> <li> Budget Allocation and Timeline <ul><li>As for the timeline: all those advertisings are </li></ul><ul><li>around the whole year. </li></ul><ul><li>The budget allocation: The whole budget would </li></ul><ul><li>be $200.000. </li></ul><ul><li>The official blog---20%, 40,000. </li></ul><ul><li>Converse Channel on YouTube---10%, 20,000. </li></ul><ul><li>The production and regulation of promoted video on YouTube---20% 40,000. </li></ul><ul><li>SEO strategy---40%, 80,000. </li></ul><ul><li>The metrics of the success---10%, 20,000. </li></ul></li> <li> Thank You! </li> </ul>