This document outlines a social media marketing plan for Converse to expand its young audience's engagement. The plan aims to increase social media usage by 50% and host 100 weekly activities. It identifies Converse's target audience as young people aged 13-25. Key tactics include creating an engaging official presence on Facebook, Twitter, Google+, and Pinterest to share news, products, and contests to attract new followers. The budget of $1 million will be allocated mainly to social media efforts, celebrities, and rewards for audiences. The overall goal is for Converse to become a daily part of people's lives.

1. STAY YOURSELF, JUST
CONVERSE

2. Target Audience
•Young people, High school students, Rocker,
Hippies, SOHO.
•Age: 13-25
•Gender: M/F

3. convers
e
• KPI:
•1. Expand the usage of social networking by
at least 50%.
•2. Make 100 activities every week to reward
the audiences.
•3. Increase 20% annual revenue.

4. BIG IDEAS
• Make the most attractive personality of converse clear to get more
audience.
• Create different products, not only shoes and shirts. We want
CONVERS appears everywhere in our audiences’ life.
• Create official page on different social media tools. And update the
latest news of converse every single second, get audiences as close as
we can to converse.

5. Social media
• Communications
• Feedback
• Information update
• News from customers
• Share
• Benchmark

6. Tools & Tactics
• For the social media we will use
1. Facebook.
- We will post pictures, short discussions which related to Converse
on Facebook, and make those converse fans to share there thoughts to
each other.
2. Twitter.
- Create different activities and make the audience to participant.
3. Google+
- Topics of Skids, basketball, music and X-sports.

7. Tactics
4. Pinterest
Pinterest Contest
- Create an official board for Converse
- Follow Converse through Pinterest.
- Followers can pin anything about Converse
- Post the creative ideas of converse products, be as creative as you can.
- Challenge the converse test
REWARDS: FOR THOSE WHO ARE SELLECTED AS THE MOST 5 CREATIVE
BOARDS WILL RECEIVE ANY 3 PRODUCTS FROM CONVERSE OF YOUR CHOICE

8. Budget
The total budget will be 1 million
- 30% on the celebrities
- 30% on social media
- 10% on mobile apps
- 10% visual ads
- Rest will be rewards to audiences

9. Summary
1. Make converse be a daily brand into people’s life.
2. Try to attractive more followers on social media.
3. Create more activities and get closer to the audience.
4. Try to make Converse’s topic hot.
5. Use the limited budget to make bigger effects.
6. Stay Yourself, Just Converse.