indifesa 2014_ draft of social media campaign
Post on 21-Oct-2014
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DESCRIPTION
Social Media Campaign draft, plus an idea of a viral video for the Indifesa 2014 Campaign, a project by Terre des Hommes.TRANSCRIPT
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5. BUDGET
2. SOCIAL MEDIA CAMPAIGN- IDEAS & GOALS- TARGET MARKET- CUSTOMER PERSONAS- CONTENT- CHANNELS
- GOALS / KPI- FB- YOUTUBE- WEBSITE- TWITTER- PINTEREST
1. ABOUT THE COMPANY
3. VIRAL VIDEO
4. OFFLINE CHANNELS
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SALES
A CORRECT USE OF THE SOCIAL MEDIA CHANNELS CAN BE DIRECTLY LINKED TOTHE INCREASE OF FOUNDRAISING BY GENERATING LEADS THROUGH SALES OR DONATIONS WHICH ARE ACTIVATED ONLINE AND OFFLINE.
• FOUNDRAISING GOAL: 400.000
COMMUNICATION
ENCOURAGING ONGOING ENGAGEMENT
COMMUNICATING INDIFESA PERCEPTION AND KEY CAMPAIGN MESSAGES
COMMUNICATE UPDATES
ENCOURAGING DIALOGUE TO FIND OUT MORE ABOUT INDIFESA
REPUTATION MONITORING AND MANAGEMENT
CUSTOMER SERVICE
• SIMPLIFY ONLINE DONATIONS PROCESS
• PROVIDE TRACKING POSSIBILITY FOR EACH DONATION
AWARENESS
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are WOMEN
63%
40%
from NORTH-WEST ITALY
Age: 40-55
At least1 DIPLOMA
Mid, mid-highINCOME
12%
90%
are FAMILIES
donate via WEB
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STATUS: Divorced, 2 kids, 2 pets
POSITION: University Professor
ACTIVITIES: Cooking, Research
INCOME: Mid-high
PAOLA, 42 MILAN
REASONS: “Wants to feel useful”
VALUES: Protection, FamilyCare TECH: FB, LinkedIn, Giallo Zafferano Blog
THE BUSY MOTHER
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INCOME: Mid-high
CLAIRE, 53 ROME
REASONS: “Ethic Lifestyle"
THE RADICAL CHIC
POSITION: Architect, Freelancer
STATUS: Single, aunt of two
TECH: FB, Instagram, Pinterest, Twitter, Kindle Books, www.repubblica.it
VALUES: Open minded, community sensitive
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STATUS: Married, father
POSITION: CEO of a company with branch in India
INCOME: very high
FRANCESCO, 55TURIN
REASONS: “Has money to spare”
VALUES: Work Driven, Traveller TECH: FB, Twitter, LinkedIn, News Feed, www.sole24ore.it
THE TOUGH NUT
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BRAND AWARENESS
LEAD GENERATION
ENGAGEMENT
MAINOBJECTIVES
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REQUIREMENTS
Analysis
Consistency
Dedication
Improvement
TONE OF VOICE
Calm
Smart
Polite
Close
Specifications
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Providing great content will allow INDIFESA to improve its performance, its SEO and therefore, its awareness.
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Deliver quality content is the key, but between the “star content” we can deliver
some content in quantity to keep the audience tuned.
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INFORMATIONINFO & FOLLOW UP OF ACTIONS TO SHOW TRANSPARENCY, HAPPY ENDING STORIES, REAL CASES…
REWARDSRECEIPES, DIY TUTORIAL, BEDTIME STORIES AND FILL OUT DRAWINGS FOR KIDS, CONTEST.
CULTURE AND LIFESTYLE NATIONAL HOLIDAYS, TIPS FOR TRAVELLING, LANDSCAPES, INSPIRING AND TRADITIONAL QUOTES.
Suggested topics
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IMPROVE
CREATEINTEGRATE
ARRANGE
CREATE
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To gain 10.000 likes
To follow 100 relevant accountsTo earn 5.000 followersIncrease the level of engagementKeep track of the competition
To earn 1.000 subscribersTo make the video viral
To attract prospectsTo increase the engagementAnalyze the communityIncrease the fundraising
To use pinterest moreTo create more boardsTo increase the followers to 1.000
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Daily schedule9.00 Culture & Lifestyle
12.00 Reward15.00 Information
18.00 Mix
Targets4 post per day
Increase the engagementGain likes
MeasurementUse Facebook Insights to see in what topics
people are interacting and analyze the community in order to improve the content.
StepsCreate a new page
Improve the contentPromote the content by boosting it investing in advertising or through
other social media
Framework
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Time allotted2 hours / week to collect materials
15 minutes / week to engage
Targets4 videos per month
(2 recipes, 1 DIY, 1 doc.)300 visits to the web & new
blog over 3 months
ContentKeep the old contentAdd the new topics
(recipes, DIY, viral video…)
MeasurementUse YouTube Analytics to check the impact
and virality of the main video.Check the topics people watch the most to
improve the content and increase engagement
StepsOrganize the channel
Increase subscription & engagementImprove the contentPromote the content
Framework
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Time allottedDaily blog post
4 hours / week for post arranging1 hour to share in the other social media
15 min to engage
Targets1 quality post per day
Increase the visits to the webpage
MeasurementUse Google Analytics and other tools to track
where people are coming from
Check what topic are more appealing to improve the quality of the content
StepsIntegrate a blog
Create quality contentShare it in other social media
Create a Wall of DonorsMake donation more transparent
Framework
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Increase the FOLLOWING
Improve the CONTENT
Improve the ENGAGEMENTOBJECTIVES
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Time allotted20 minutes a day to post links on Hootsuite or similar
15 minutes a day reading feed and engaging1 hour / week building up follower list
Targets• Post 6 Tweets a day + daily interaction
• Get 4 retweets/favourites/mentions per week
• 150 visitors to the web via Twitter
MeasurementHootsuite reports integrated
with Google AnalyticsTweetreachTwitonomy
ResponsabilitiesWrite and post tweets, build up follower
list and engage
#INDIFESA2014
#WECARE
#DIAMOLEUNAINFANZIA
#DIAMOLEUNFUTURO
#AIUTALA
Framework
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Time allotted2 hours / week to gather images
15 minutes / week to repin others
Targets1-5 images per day
300 visits to the web & new blog over 3 months
MeasurementPinterest Analytics
checked every two weeks
Suggested boardsRepin: Giallo Zaferano, National Geographic,
Telefono azzurro….Make new boards with the new suggested
content topics
StepsUse it more!
Increase following & engagementCreate new boards
Framework
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Sexy female bodies
Several skin colors
Black screen+
MessagePictures
Black screen+
MessageWHAT
Attract attention
No racial boundaries
Create suspense
Create shockWarn people
Call of actionWHY
THE STAGES
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ACTANTS
OBJECT Fundraising
SENDER Indifesa
RECEIVER Everybody
SUBJECT Indifesa
HELPER Sexy girlsOPONENT Real scenes
ELEMENTS
MANIPULATION Attract viewers
COMPETENCE Sexy women
PERFORMANCE Reality
SANCTION Call of action
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1 2 3
4 5
HAPINESSHOT
NEUTRALSURPRISEWOW!
SADNESS/SHAMEWOW!NEUTRAL
REALIZATION
Emotions
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BARBARA D’URSO POMERIGGIO CINQUE
FIORELLO
VALENTINA VEZZALI
BENEDETTA PARODI MOLTO BENE
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Guerrilla marketing action
We developed a simple Guerrilla Marketing action, related to the viral video and the rest of the campaign, to make people think in what’s going on.
MILAN & ROME
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Total: 30.000 €
MAKING OF THE VIRAL VIDEO 5.000€
ONLINE ADVERTISEMENT 5.000€
PROMO FB (FOR 30 DAYS) (10EURO/DAY) 1.000€
PROMO TWITTER (FOR 30 DAYS) (10EURO/DAY) 1.000€
GUERRILLA ACTION (MILAN AND ROME, 4 SATURDAYS)4 BANNERS FREE8 HOSTESS (100EACH/DAY) 6.400€
MAKING-OF 2000 €
GENERAL MERCHANDISE 8.600€
SOCIAL MEDIA ANALYTICS 1.000€
SOCIAL MEDIA MANAGER -
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CREDITS
Elisa CasavecchiaIlaria CascioneCristina MunozVirginia Sgargi
ELISA CASAVECCHIAILARIA CASCIONECRISTINA MUNOZVIRGINIA SGARGI
Project by