Social media presentation for interview brief

1. onHair Care RANGE
Social Campaign Recommendations to Increase Product Relevance and Use in UK Market

2. Goals
Gain new consumers and market share.
Distribute samples.
onHair
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3. The Target Market
Females
Age group: 25 - 55
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4. The Target Market Profile
She enjoys making new discoveries and sharing knowledge with her friends.
She values inner beauty and well being.
She feels like she hasn’t got the time to take care of herself due to the
pressures of every day life.
She is willing to invest more to meet her high expectations.
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5. Location
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6. Existing Channels
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7. Recommended Channels
Pre-Launch
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8. Recommended Channels
Pre-Launch
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9. Recommended Channels
Pre-Launch
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10. Recommended Channels
Post Launch
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11. Content
Point of Emphasis = The Product
Selling Points?
Natural Ingredients
Sensorial Overload
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12. Content
Video
Written
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13. Content
User Generated
Photography
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14. YouTube
HOW TO
HOW IT’S MADE
USER GENERATED CONTENT
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15. Facebook
onHair Care
Health and Beauty
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onHair Care
Wall What’s the absolute worst part of your hair care regime?
Photos
Hair Spa Day
Joan Bloggs
Just got the new onHair Care conditioner and it’s awesome!
About
All natural, chemical onHair Care
free hair products. Store driving activity – Offer or Competition.
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16. Twitter
Facebook onHair Care
www.facebook... onHair @onHair
All natural, chemical free products because
YouTube
Care we care about #hair #condition
Onhair.co.uk
www.youtube...
onHair
New Facebook App announcement
l onHair
Shared new video
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Shared style article
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Shared web inspiration [PHOTO]
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17. Pinterest
onHair Care Hair Care Tips Natural DIY Spa Treats
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@onHair
All natural, chemical free
products because we care
about #hair #condition
Onhair.co.uk
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18. Additional Content Ideas
Video
Mini series: The Beauty Regime
Mini series: The Hair Care Experience
Mini series: 100% Natural, How our products are made
Mini Series: The Hair Police (how you’re damaging your hair)
Quick tips: 5 Minute spa treatments and rejeveunation tips
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19. Additional Content Ideas
Written
How To: hairstyles and tips
How To: Hair care routines and regimes
Competition guidelines
Blogs (via outreach programmes)
Informational
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20. Additional Content Ideas
User Generated
Competition related
Product and usage photography
Interesting video content
Photography
Products, ingredients and processes
How To supporting images
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21. Support
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22. Areas of Support
Blogger outreach
In store
Mobile
Website
SEO
Press
Cross promotion
Email marketing
Targeted online advertising
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23. Implementing Support
Website support – Fully socially integrated website with community built by awarding
points for activities like purchasing, sharing, recommending . Incentives: discounted hair
therapies and specified membership perks… points tie in to all activities on social.
Mobile support via app – The Hair Experience: log-in to share style tips, watch videos,
receive style inspiration and submit your own as well as exclusive access to timed sales.
App activity feeds back to website community.
Offline support point – Post out post cards with samples and QR codes , which lead to
discounts and freebies, prizes by signing up to mailing list in-store.
Offline support point – in store/ sales point – exclusive pre-launch e vents and post
launch events, that are invitation only for web community members.
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24. Promotion
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25. YouTube
USER UPLOAD COMPETITION: Tell us your worst hair day
story. onHair
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26. Facebook
Share your hair care routine with us to win a spot
for you and a friend at our Hair boot camp.
Shampoo face
Photos
Hair Spa Day
About
All natural, chemical
free hair products.
onHair
Care

27. Twitter
Facebook onHair Care
www.facebook... onHair @onHair
All natural, chemical free products because
YouTube
Care we care about #hair #condition
Onhair.co.uk
www.youtube...
onHair
Ask your biggest post-dye #hair treatment
questions between 2 and 5pm today on Twitter.
l
onHair
Go to Facebook to win a free spa Hair day bit.ly
onHair
It’s time for another #badhairday story! [VIDEO]
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28. Additional Promotion Ideas
Foursquare - mayorship privileges.
Video series – the product journey.
Interactive video – uncover special content to reveal private videos.
Limited edition sign up – to test and review products.
Mothers’ Day – Submit a message for your mum and we’ll deliver her a special
edition customised shampoo and conditioner. 50 chances to win.
Send us your best hair day photos – for our wall of awesome hair
Hair spa day: tell us a bad hair day story and win one hair spa day.
Facebook questions: What do you do to rejuvenate your hair?
Video series: Hair emergency.
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29. Cross Promotion
Content Hosts Sharing Drivers
Facebook Facebook
Website YouTube
YouTube Twitter
Twitter App
App Pinterest
Pinterest
Main Networks
Communication Devices Facebook
Facebook YouTube
YouTube Store
Twitter
Email onHair
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30. Management Considerations
Community management recommendations/ guidelines
PR integration and management
Sample tracking and blogger outreach programmes
Project management issues
Responsibilities of teams and areas
Emergency guidelines
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31. Measurement
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32. Areas To Measure
Customer Reactions
Social Networks Conversations
Video embeds
Facebook
Blogs, forums and mentions
Twitter
Click-through rates
YouTube
Pinterest
Search
Customer Base Website traffic
Search results
Email sign-ups
Subscribers onHair
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33. Measurement: When and What
Promotional Promotional Promotional
Activity Activity Activity
Monthly Monthly Monthly
Weekly Weekly Weekly
Press
New Followers Blogs
New Followers
Mentions Growth
Mentions
Click through rates Click through rates
Click through rates
Sharing Sharing
Sharing
Press
Blogs onHair
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34. Budget
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35. Budget Concerns
Video creation
App building
Photo stock building
Writer to create copy (tips, how tos etc)
Potential prizes
Samples
Blogger outreach
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36. Prospective Budget Allocation
Budget Allocation
Video Creation
App Building
Prizes
Copy Writer
Photo stock
Samples
Blogger outreach
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