Content Calendar & Strategy Plan

Transcription

1 Content Calendar & Strategy Plan December 2016

2 Contents Luna Sandals Introduction... 3 Company Overview... 3 Audience... 3 Platforms... 4 Recommended Platforms... 4 Platform Demographics... 4 Calendar Strategy... 5 Audience Demographics... 5 Post Dates and Times... 5 Post Frequency... 5 Forms of Content... 6 Content Calndar A Typical Week December 2016 Social Media Content Distribution Plan Original Content Samples Instagram Facebook YouTube... 13

3 LUNA Sandals Introduction Company Overview Luna Sandals is a small-scale production company based in Seattle that specializes in minimalist running sandals. Inspired by the footwear of the Tarahumara people in the Copper Canyons of Mexico, LUNA Sandals are crafted from natural and sustainable materials. These minimalist running sandals simulate a barefoot running experience while supplying enough barrier to endure rough terrains. Their philosophy is that bodies are not broken by design and they strive for their sandals to connect people to their own natural movements, instincts, and surroundings. Audience The LUNA Sandals audience is barefoot running enthusiasts. The brand targets everyday minimalist runners as well as those who race competitively, both in marathons and ultramarathons. Typical buyers avidly support alternative footwear and spend a considerable amount of time being active in nature. They are passionate about healthy, outdoor lifestyles and appreciate wilderness activities such as hiking and camping. Buyers are so enthusiastic about their barefoot lifestyles that they create a significant amount of user-generated content for the brand. Content Calendar & Strategy Plan 3

4 Platforms Recommended Platforms The three recommended platforms for LUNA Sandals to focus on for social media content distribution are: Instagram, Facebook, and YouTube. Instagram functions as a photo sharing platform. This is an appropriate platform for LUNA Sandals as they can share beautiful, high-quality images generated by the company and its brand ambassadors. They can post images that showcase the sandals being used in breathtaking adventurous scenes to promote the brand s barefoot, outdoor enthusiast lifestyle. Appropriate use of hashtags can reach a much wider audience. Facebook is the best platform option for buyers to engage with the company. This is an appropriate platform for LUNA Sandals as they can post images, videos, and calls-to-actions that invite their buyers to develop a personal relationship with the brand. In addition to increasing brand awareness, Facebook can elicit user-generated content and increase online sales. YouTube functions as a popular resource for how-to videos. Given the uniqueness of LUNA Sandals, it is almost certain that new buyers have limited, to no, prior experience with the product. Therefore, YouTube is an especially appropriate platform for the company as they can post videos that explain their sandals to curious potential buyers as well as solve any problems or challenges that new buyers face. Platform Demographics The demographics of the three chosen platforms align exceptionally well with LUNA Sandals main audience on social media, which is men at an average age of Platform 1 st Largest Age Group 2 nd Largest Age Group Female Male Instagram % 51% Facebook %* 66%** YouTube % 54% The Top Social Media Sites That Matter to Marketers Hootsuite. *Of all female-identified U.S. internet users **Of all male-identified U.S internet users 1 LUNA Sandals. Klear. (accessed November 3, 2016). Content Calendar & Strategy Plan 4

5 Calendar Strategy LUNA Sandals Audience Demographics Top Countries United States United Kingdom Canada Japan 54% 15% 6% 4% Top Cities First Post Second Post London New York Seattle Tokyo 14% 9% 9% 4% 3:00 PM GMT 11:00 AM EDT 8:00 AM PDT 12:00 AM JST 7:00 PM GMT 3:00 PM EDT 12:00 PM PDT 4:00 AM JST LUNA Sandals. Klear. Post Dates and Times An effective post strategy is to select times that suit both the United States and the United Kingdom, as the company s highest social media engagement comes from these two countries. As demonstrated in their audience demographics, when LUNA Sandals makes its first daily post in Seattle at 8:00 AM PDT, it will be almost noon in New York City and mid-afternoon in London. When they make their second daily post at 12:00 PM PDT, it will be mid-afternoon in New York City and evening in London. These times are strategically chosen for when then largest audience is arriving to work, leaving work, and on break in-between, as followers will have the most opportunity to check social media. Post Frequency LUNA Sandals will post to two different social media platforms per day during the work week. It is essential that the company produce platform-specific content. By limiting daily posts to two, the company has sufficient time to achieve this. In all instances, the company needs to aim for quality posts over quantity. Content Calendar & Strategy Plan 5

6 Calendar Strategy Forms of Content Instagram Daily posts to Instagram during the work week will feature LUNA Ambassadors. Ambassadors are authentic, inspirational individuals that are excited to promote the LUNA brand and the values [the company] stands for. These self-experimenters represent LUNA as unique role-models and spokespeople providing product insight on a grassroots level. 2 The photos/videos will be high-quality and celebrate the barefoot running lifestyle. Ambassadors will be shown accomplishing incredible hikes/races in their sandals. The posts will demonstrate the various intense and wild terrains that the sandals can endure. On occasion, Instagram posts will invite users to tag themselves or someone they know in the photos and share the account. In such instances, there will be incentive for the users, such as an entry to a product contest. Ambassadors will be properly mentioned and/or tagged in each caption as to better establish and connect the LUNA Sandals community. Hashtags must be well thought out and used generously as to reach wider audiences. 2 Become a LUNA Ambassador. LUNA Sandals. (accessed November 3, 2016). Content Calendar & Strategy Plan 6

7 Calendar Strategy Facebook Facebook will be used to engage the most with buyers using images, videos, and calls-to-action. Monday In the style of Motivational Mondays, on the Monday of every week LUNA Sandals will post a picture/video of beautiful landscapes with an inspirational quote. Many buyers will be returning to work after the weekend and the goal is to have all users longing for another day in nature. Barefoot running enthusiasts are hardcore lovers of the great outdoors. Posts will elicit engagement by asking questions, such as: Where did your LUNAs take you this weekend?, Where will your LUNAs take you next?, Where is your dream destination with your LUNAs? This is the only occasion that content can be re-posted from Instagram, if absolutely needed. There is value in a once-in-a-while feature of Instagram on Facebook as it can direct users to the outside platform. Wednesday LUNA Sandals will post a link to an external race or event on Wednesdays. These posts will also showcase the accomplishes of their ambassadors or members of the barefoot running community. These posts strive to celebrate the lifestyle and inspire users while also educating them. Anyone mentioned in a post will be properly tagged, such as by tagging their Facebook profile/page, to give users a better sense of connectedness and community. Thursday LUNA Sandals will post short video blogs from employees that show the work culture at the headquarters on Thursdays. The purpose of these videos is to put a friendly face behind the brand and develop the sense that LUNA Sandals is a community. Video topics include, but are not limited to: explaining their role at the company, their favorite part of their job, their favorite LUNA Sandals, which race/event they re most excited about, etc. Friday LUNA Sandals will post user-generated content on Fridays. Posts will convey gratitude and excitement for Friday. They will ask users about their plans for the weekend and wish them well on their adventures. To be featured in these posts, users must share the LUNA Sandals page and upload a photo of themselves wearing their sandals to their personal Facebook feed. They must also tag LUNA Sandals in their photo. Content Calendar & Strategy Plan 7

8 Calendar Strategy YouTube YouTube videos will be developed during the week prior to the Tuesday that they are posted. This allows for employees to put the video aside for a weekend and look at it with a fresh perspective on Monday. After review, they have until Tuesday at noon to finalize the video, should they decide any further changes or editing is necessary. As YouTube is a popular resource for how-to videos, the videos posted will explain the products in-depth. As mentioned previously, LUNA Sandals offer a particularly unique product. As misunderstanding the product can cause a bad customer experience, it is essential to address common problems and challenges that new buyers face. YouTube videos will also be promotional and include links to buy. Content Calendar & Strategy Plan 8

9 Content Calendar A Typical Week Time Monday Tuesday Wednesday Thursday Friday 8:00 AM PDT 12:00 PM PDT December 2016 Social Media Content Distribution Plan Week One Time Platform Content Description December 1 8:00 AM PDT Instagram Photo Picture of LUNA Ambassador: Andrew Snope 12:00 PM PDT Facebook Video Staff Video Blog: Scott Smuin, CEO December 2 8:00 AM PDT Instagram Photo Picture of LUNA Ambassador: Anja Goetzinger 12:00 PM PDT Facebook Image Happy Friday LUNAtics Upload User-Generated Photo Week Two December 5 8:00 AM PDT Instagram Photo Picture of LUNA Ambassador: Barefoot Alex 12:00 PM PDT Facebook Photo/Video Inspiring Picture/Video of Nature with Monday Motivational Quote December 6 8:00 AM PDT Instagram Photo Picture of LUNA Ambassador: Crista Scott 12:00 PM PDT YouTube Video Product How-To: LUNA Mono Gordo with Black Leather Laces December 7 8:00 AM PDT Instagram Photo Picture of LUNA Ambassador: Eric Johnson 12:00 PM PDT Facebook Photo/Video Post of Content from Barefoot Running Community December 8 8:00 AM PDT Instagram Photo Picture of LUNA Ambassador: Jason Loutitt 12:00 PM PDT Facebook Video Staff Video Blog: Irem Guroglu, Director of Sales and Development December 9 8:00 AM PDT Instagram Photo Picture of LUNA Ambassador: Jess Soco 12:00 PM PDT Facebook Image Happy Friday LUNAtics Upload User-Generated Photo Content Calendar & Strategy Plan 9

10 Content Calendar Week Three December 12 8:00 AM PDT Instagram Photo Picture of LUNA Ambassador: Karen Jackson 12:00 PM PDT Facebook Photo/Video Inspiring Picture/Video of Nature with Monday Motivational Quote December 13 8:00 AM PDT Instagram Photo Picture of LUNA Ambassador: Majo Srnik 12:00 PM PDT YouTube Video Product How-To: LUNA Mono MGT with Gold Tech Straps December 14 8:00 AM PDT Instagram Photo Picture of LUNA Ambassador: Michelle Barton 12:00 PM PDT Facebook Photo/Video Post of Content from Barefoot Running Community December 15 8:00 AM PDT Instagram Photo Picture of LUNA Ambassador: Michelle Evans 12:00 PM PDT Facebook Video Staff Video Blog: Matthew Ryan, Production Manager December 16 8:00 AM PDT Instagram Photo Picture of LUNA Ambassador: Tyler Tomasello 12:00 PM PDT Facebook Image Happy Friday LUNAtics Upload User-Generated Photo Week Four December 19 8:00 AM PDT Instagram Photo Picture of LUNA Ambassador: Patrick Sweeney 12:00 PM PDT Facebook Photo/Video Inspiring Picture/Video of Nature with Monday Motivational Quote December 20 8:00 AM PDT Instagram Photo Picture of LUNA Ambassador: Andrew Snope 12:00 PM PDT YouTube Video Product How-To: LUNA Mono Suede Leather Performance Laces December 21 8:00 AM PDT Instagram Photo Picture of LUNA Ambassador: Anja Goetzinger 12:00 PM PDT Facebook Photo/Video Post of Content from Barefoot Running Community December 22 8:00 AM PDT Instagram Photo Picture of LUNA Ambassador: Barefoot Alex 12:00 PM PDT Facebook Video Staff Video Blog: Hannah Tyo, Seamstress & Product Designer December 23 8:00 AM PDT Instagram Photo Picture of LUNA Ambassador: Crista Scott 12:00 PM PDT Facebook Image Happy Friday LUNAtics Upload User-Generated Photo Week Five December 26 8:00 AM PDT Instagram Photo Picture of LUNA Ambassador: Eric Johnson 12:00 PM PDT Facebook Photo/Video Inspiring picture/video of nature with Monday motivational quote December 27 8:00 AM PDT Instagram Photo Picture of LUNA Ambassador: Jess Soco 12:00 PM PDT YouTube Video Product how-to: LUNA Camino with Hemp Laces December 28 8:00 AM PDT Instagram Photo Picture of LUNA Ambassador: Karen Jackson 12:00 PM PDT Facebook Photo/Video Post of Content from Barefoot Running Community December 29 8:00 AM PDT Instagram Photo Picture of LUNA Ambassador: Majo Srnik 12:00 PM PDT Facebook Video Staff video blog: Kelly Andersen, Customer Service Manager December 30 8:00 AM PDT Instagram Photo Picture of LUNA Ambassador: Michelle Barton 12:00 PM PDT Facebook Image Happy Friday LUNAtics Upload user-generated photo Content Calendar & Strategy Plan 10

11 Original Content Samples Instagram Sample #1 Picture of LUNA Ambassador Post on December 1 at 8:00 AM PDT Instagram Sample #2 Picture of LUNA Ambassador Post on December 2 at 8:00 AM PDT Instagram Sample #3 Picture of LUNA Ambassador Post on December 6 at 8:00 AM PDT Not a bad #LUNAambassadors #LUNAsandals #adventure #trailblazing #mountains #journey #wilderness #barefoot LUNAs = all #LUNAambassadors #LUNAsandals #barefootrunning #trailblazing #travel #hiking #greatoutdoors #freshair Reaching new #LUNAambassadors #LUNAsandals #mountainclimbing #wanderlust #mountains #views #hiking #happyrunning Content Calendar & Strategy Plan 11

12 Original Content Samples Facebook Sample #1 User Generated Image Post on December 2 at 12:00 PM PDT Facebook Sample #2 Staff Video Blog Post on December 15 at 12:00 PM PDT Facebook Sample #3 User Generated Image Post on December 23 at 12:00 PM PDT Happy Friday LUNAtics! The Year of the Monkey* is sadly coming to an end. In celebration of the epic times we ve had, we re giving away five pairs of LUNAs on New Years Eve! To be entered for a chance to win: (1) share our page on your wall, (2) upload a photo of your most outrageous LUNA adventure this year, and (3) tag us in the description. Bonus points if your caption is a witty monkey pun! Best of luck! Ever wonder what goes on behind the scenes at LUNA headquarters? Our Production Manager, Matthew, has generously offered to expose our secrets to the world. (The rumors are true. Yes, we have a puppy. And yes, he can control minds.) Happy Friday LUNAtics! There s only one week left before our monkey appreciation contest ends. Remember to share our page, post a photo of yourself and your LUNAs doing something epic, and tag us in the description. Five winners will be announced on New Years Eve. Thank you, Evan Endert, for submitting this photo from Arizona. Thank you, Nathan Walsh, for submitting this photo from France. *LUNA Sandals refers to its buyers as LUNAtics and Monkeys. Content Calendar & Strategy Plan 12

13 Original Content Samples YouTube Sample #1 Post on December 6 at 12:00 PM PDT LUNA Mono Gordo with Black Leather Laces Published on December 6, 2016 Hey friends! Who ever said you can t climb mountains in sandals? Check out our LUNA Mono Gordo with Black Leather Laces. This thick sole is everything you need to conquer the most rugged of terrains. Where will your LUNAs take you next? Tell us below! Check out the sandals here: Happy adventuring! LUNA Team Content Calendar & Strategy Plan 13

14 Original Content Samples YouTube Sample #2 Post on December 13 at 12:00 PM PDT LUNA Mono MGT with Gold Tech Straps Published on December 13, 2016 Hey LUNAtics! Introducing our new LUNA Mono MGT with Gold Tech Straps. This stylish and functional sandal is perfect for city dwellers and wilderness lovers alike. What s your favorite LUNA sandal? Tell us below! Product info: Happy adventuring! LUNA Team Content Calendar & Strategy Plan 14

15 Original Content Samples YouTube Sample #3 Post on December 20 at 12:00 PM PDT LUNA Mono Suede Leather Performance Laces Published on December 20, 2016 Hola amigos! Curious about LUNA Sandals? Want to know more? Check out the LUNA Mono Suede Sandal with Leather Performance Laces. This sandal effortlessly combines comfort and durability making it the ultimate choice for trailblazing. Where will you explore next? Tell us below! Product info: Happy adventuring! LUNA Team Content Calendar & Strategy Plan 15