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TRANSCRIPT
Silverback Advertising
Jessica BallGrace Lagodich
Sydney LyonMark Tallabas
Table of Contents
Executive Summary
Situation Analysis Industry Competition SWOT Primary ResearchMarketing Objectives and Strategies
Target Audience
Creative The Big Idea Positioning StatementMedia Ovjectives and Strategies Media Mix Timeing / Flow Chart BudgetPromotions
Evaluation and Summary
Silverback Advertising
Work Cited
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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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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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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.
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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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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.
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SWOT
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Situation Analysis
Primary ResearchMore 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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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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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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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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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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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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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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Media
Media MixTelevision. 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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Media Mix
#BlueFeather
Media
Print. Full page white bleed ad in various magazines with a blue feather and the slogan: “#BlueFeather.”
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Media
#BlueFeather
www.twitter.com
Media Mix
Web. White 1 inch vertical banner ad where blue feather slowly drifts downwards. “#BlueFeather.”
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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 JulyPrint
TVWeb
Heavy Use Medium Use Light Use
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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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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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Evaluation and Summary
EvaluationWe 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.
SummaryBy 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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Silverback Advertising
Jessica Ball@[email protected]
Grace Lagodich@[email protected]
Sydney Lyon@[email protected]
Mark Tallabas@[email protected]
Gorilla@[email protected]
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Work Cited
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http://www.statista.com/topics/2297/twitter-marketing/ http://www.statis-ta.com/topics/737/twitter/http://www.statista.com/study/24785/twitter-marketing-statista-dos-sier-2014/http://www.statista.com/statistics/282087/number-of-monthly-ac-tive-twitter-users/http://www.statista.com/statistics/232818/active-us-twitter-user-growth/http://www.statista.com/statistics/184322/usage-of-twit-ter-among-us-teenagers-by-ethnicity/http://finance.yahoo.com/q?s=TWTRhttp://finance.yahoo.com/echarts?s=TWTR+Basic+Charthttp://www.coachella.com/forum/showthread.php?68792-Coachel-la-Age-Demographics-for-2014http://data.bls.gov/timeseries/LNS14000000http://www.statista.com/statistics/201182/forecast-of-smartphone-users-in-the-us/http://www.cosmomediakit.com/r5/showkiosk.asp?listing_id=4785154&-category_code=demo&category_id=77109http://www.statista.com/statistics/241809/twitters-market-share-of-total-us-social-network-ad-revenue/http://www.pewinternet.org/fact-sheets/mobile-technology-fact-sheet/http://www.coachella.com/forum/showthread.php?68792-Coachella-Age Demographics-for-2014http://dailytrojan.com/2013/01/25/the-festival-phenomenon-be-yond-the-music/http://www.eventbrite.com/academy/music-festivals-trends-2014/
Web Sites Consulted
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