Digital Marketing Plan
Transcript: Consumer Profile Open to all , ages13 and above Must have Facebook account Planning the Platform Facebook ad Clicks = 8,688 90% will Like = 7,820 50% of 7,820 = 3,910 x3 invites Generated Likes 11,730 Prizes and Surprizes! Facebook page Facebook ad Website Email: Customer journey map Analysis and Optimization Key Performance Indicator Don’t forget, he/she has a big “THUMBS UP” at the back. Goals Met! Create an app design by Dóri Sirály for Prezi Goals met: • Increased online presence • Increased social media followers • Generated more visits from existing customers. • More new customers gained. Goals Promo Requirements Spot and shoot a photo with the person wearing “I LOVE AYALA CENTER CEBU” @ Ayala Center Cebu. Value proposition Ayala Center Cebu is a regional mall that aims to provide high-class shopping of the most sought after brands and dining experience in Cebu. Ayala continues to offer the most unique and rewarding shopping and dining experience to both its local and foreign patrons. It is the ultimate place for premiere lifestyle, dining and entertainment destination. “Lovin’ Ayala” Photo Contest Facebook Likes 43,248 70%(out of 43,248 aware) = 30,274 30%(out of 30,274 can generate) = 9,082 x5 (invites) = 45,410 Newcomers! Every follower Counts When the number of followers reaches 45,000 Ayala will select a winner. Winners may be picked for every additional 5,000 followers. Conversion Funnel Brand Purpose *To increase the online presence of Ayala Center Cebu. * To increase the number of followers in social media by the created strategies promoting Ayala Center Cebu. * Utilize social networking sites to drive loyalty and increase frequency of visits. *To be able to attract and generate more customers out of their awareness of Ayala Center Cebu from social media. 1. Log on and like Ayala Center Cebu Facebook fanpage 2. Have your photo taken with Ayala Center Cebu assigned personnel (wearing the printed t-shirt - kindly refer to the above photo) during mall hours at Ayala Center Cebu. 3. Register and upload your photo at the “Ayala Center Cebu tab” found on the Facebook fanpage. You have the chance to take a photo with the person once everyday. You can only upload one (1) photo each day equivalent to 1 raffle entry. Winners will be selected randomly every 30th of the month. You can only win once. Winners will be notified on facebook and email(based on the registration form) Facebook ad Analysis and Optimization Data Collection Promo Mechanics Return on Investment (ROI) Net Income Current + Generated Followers = 95,234 50% will join = 47,617 60% out of 47,617 = 28,571 spends 300php in Ayala x300 Sales 8,571,300php Spot and shoot a photo with the person wearing “I LOVE AYALA CENTER CEBU” @ Ayala Center Cebu. Don’t forget, he/she has a big “THUMBS UP” at the back. Share your photo on our Facebook page. Content plan/Schedule I LOVE AYALA CENTER CEBU Channel Mix Spot, Shoot and Share! Create an interactive environment. Provide the latest activities, updated news and happenings of Ayala Center Cebu. Help Ayala Center Cebu increase customer awareness and customer engagement. Customer satisfaction Creating the Platform Overall Marketing Strategy and Tactics Take A Photo with you anywhere in Ayala! Include a photo caption with a maximum of 5 sentences. The picture with the most likes wins! The app, which will look like a simple online form, will ask the followers/ participants (who liked the page) to register for their email newsletter. Publicizing the Platform Name Age Address Contact Number Email “Help Ayala Get More Followers” Electronic Raffle Draw Promo Prizes: o October 30, 2013 - Nokia Lumia 1020 o November 30, 2013 - Sony Xperia Z1 o December 30, 2013 - Samsung Galaxy Note 3 o January 30, 2014 - iPhone 5s Digital Marketing Plan Ayala Center Cebu Existing Likes Age: 13-60 years old Gender: Male and Female Society: Middle to Upper Class, AB market Lifestyle: Highly digital, socially active online, social, shopper, trendy Digital lifestyle: active in social networking sites, online most of the time, search things online (read online blogs, reviews, articles), access to internet via PC, smartphone or laptop. Consumer Content Creation Profile: Facebook, Twitter, Instagram, blogs, foursquare, google, email, Viber, WeChat, Line, Kakao Talk Emotional Needs: freedom from stress, comfort, security, attention Core desires: family bonding, social acceptance, experience, satisfaction of curiosity, have fun in life, comfort and relaxing