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SOCIAL MEDIA PLANBy A. DAVIS
The Charterhouse
OUTLINE
DIGITAL MARKETING
CREATING A STRATEGY
Context
Objectives
Value-exchange
Tactics and evaluation
Metrics
Continue optimization
Branding- who are we? Target Market- the needs and wants? Competitors- who are they?
Get to know our market though engagement and tracking Create awareness of our offeringsEstablish strategy around our USP-Location.
Once readership is established and objectives are clarified secondary objective to support main objectives should be established to add value to readers. E.g. goal: create awareness of all our services secondary goal: get readers to share comments and make enthusiasts our ambassadors
Tactics as mentioned in the beginning refers to elements used in the process. Social media platforms usage will be continuously assessed for suitability.
Tools will be used as well as qualitative metrics.
Social media is continuously evolving, as well as the application of these platforms. It can be a matter of trial and error to establish what works best for our organization.
BRANDING
OUR AIMS
Charterhouse aims to support the wellbeing
and lifestyle of the Brothers.
Restore and maintain a landmark/ legacy and
provide a vivid, engaging experience of a
piece of London’s history.
This is done by raising awareness of services
we offer that sustain this initiative.
OUR CORE VALUES
Caring for Brother’s and providing an enjoyable retirement.
Legacy preservation goes hand in hand with charity associated with the founding.
Community engagement and providing a greater service to public.
Charity forms the basis of The Charterhouse
AIMS
VALUES
LOGO
SLOGAN
COLOUR PALETTE
TONE
KEYWORDS
BRANDING
OUR LOGO
OUR SLOGAN
Insert here:
COLOUR PALETTE
STYLE AND TONE
Smart in general. Informal/intimate for Facebook, formal for LinkedIn et al.
KEYWORDS: (positioning map, USP) needs to be established through consensus and research
OBJECTIVES
ACQUIRE CLIENTS AND DONATIONS
By building a strong and welcoming identity we can leverage social media to understand the preferences of our target group and market our services/our cause.
ENGAGE
Interact with those interested in our organization through story telling and stimulating engagement
AWARENESS
Increase awareness through online presence, regular posts, tracking, monitoring, campaigning, linking various chosen networks and linking back to website and email marketing.
Donations
Engage Audience
Awareness
ROI.
TARGET GROUPS
Corporates
Educational institutions
Societies
TARGET GROUPS
CORPORATES
Highlight the exclusivity and uniqueness of The Charterhouse as a location for corporate events. A multifaceted experience.
EDUCATIONAL INSTITUTIONS
The Charterhouse provides a wealth of history that is linked to a fascinating mix of iconic figures. The architecture, art and location provide beautiful insight to accompany learning.
SOCIETIES
Certain societies will have both direct and indirect associations with The Charterhouse and would value the location as a setting for events or meeting place.
TARGET PROFILE
INTELLIGENT
ACCOMPLISHED
Warm-hearted/CHARITABLE
Interested in history, art, architecture, culture. Values heritage and learning.
Care about people and community progression
Have made a difference in professional environment, community or the arts and seek to add value to the lives of others through involvement
CONTENT STRATEGIES
Content Focus
Content Type
Posting Frequency
Content Calender
CONTENT FOCUS
Stimulate engagement. Content should be educational, entertaining, inspirational or promotional.
Demonstrate knowledge and thought leadership. Establish ourselves as experts in the related areas (Charterhouse history, retirement and unique exclusive events).
Consistent with the mission and culture of The Charterhouse.Maintain consistency in character, image, and personality with our organization-carried through each post.
CONTENT STRATEGIES
Content Focus
Content Type
Posting Frequency
Content Calender
CONTENT TYPE
70/20/10 RATIO:70% User orientated: Provide useful information that caters to interests and needs of target audience. How-to’s, academic debate topics, quotes.20% Content from other sources-related articles/people/business e.g. Timeout listing of The Charterhouse10% Promotional offers for being a follower/sharing/checking-in/reviewing
FREQUENCY OF POSTING
Daily: Tweet daily. Quotes from Thatcher, Bishops, monks. Links to our postsWeekly: good articles, comparison dishes from chefs weekly special, tutorialsMonthly: Timeline storytelling posts
CONTENT STRATEGIES
CONTENT CALENDER:
Use Wordpress plugin or other online (access anywhere for admins) calendar utility to plan posts and track updating.
CONTENT BRAINSTORM :
Cook-offs
Related art/artifacts
Interesting articles/literature
Famous/funny alumni quotes
History of CH storytelling
In another Brother’s shoes
In monthly posts
Weekly
Weekly
Done daily for weekly comparison
Daily
PLATFORMSFacebook
Youtube
Pininterest
Hootsuite
Use it to: engage audience, connect with groups of similar interest and as a page connecting to all other platforms. Add apps for secondary engagement. Timeline to correlate with CH history
Use it to: find audience through twitter searches and keywords. Daily updates with feeds linked to Facebook and LinkedIn page. Answer booking and other enquiries.
Use it to: create awareness of catering, event services and network with target groups. Start discussions and get involved in others.
PLATFORMS
Use it to: create photo collections to demonstrate potential designs of events- type of food, ambience, visual history. Also to sell services and artwork (e.g. by Kat, Newble) by listing prices and website referrals
Use it to: Rank in searches, attract circles with similar interests
Use it to: encourage check-ins which relate back to Facebook. Set up donations schemes through “:mayorship”. Where an amount of 4p is associated with check-ins and rewarded by us in an invite of sorts
NOTE: Flickr and YouTube to be added once contributors are discovered
TOOLS
Use it to: Time posts, reach multiple platforms simultaneously
Use it to: Blog or as CMS system. Comes with useful plugins that respond to changing landscape needs
Use it to: track influencers/thought leaders within our scope. Track campaigns and effectiveness
ANALYTICSTRACKING
CONVERSATIONCMS
PLATFORM MANAGEMENT
RESOURCES
Input: approve content/storytelling topics and review posts in alignment with objectives
Hours: 2 weekly
Input: PinInterest/Facebook posts of dishes for week-on-week cook-offs
Hours: 15mins daily (iphone pic)
Input: creative direction/strategy/application, research, posting, analytics
Hours: 10+ weekly
Input: writing on topics of interest, table banter conversation, photography
Hours: As wished
Development team
1 intern
Catering Team
Brothers and staff
METRICS
• FACEBOOK: MEASURE LIKES AND MENTIONS
• TWITTER: MEASURE MENTIONS /TWEETS AROUND POSTS
• WEB SITE TRAFFIC: MEASURE TRAFFIC TO THE WEBSITE BEFORE, DURING AND AFTER POSTS
• SEARCH: MEASURE SEARCH RESULTS AROUND KEY TERMS BEFORE, DURING AND AFTER POSTS
• CODES: USE CODES ATTACHED TO EACH PLATFORM AND PROMOTIONAL POST THAT SHOULD BE USED WHEN MAKING BOOKINGS.
GOVERNANCE
• QUALITIES TO ADHERE TO: EVERY POST CARING, INSIGHTFUL, INPIRATIONAL, EDUCATIONAL. i.e. DEVELOP “CHARTERHOUSE FRIENDLY” STANDARDS
• DESIGN, COLOURS, FONT TO ADHERE TO: GUIDELINES TO BE ESTABLISHED
• TONE /LANGUAGE AND INFORMATION USED: GUIDELINES TO BE ESTABLISHED
• HIERARCHY OF APPROVAL PROCESS:
• CONTACT POINTS: HOW IT EXTENDS THROUGH “PLACE” ASPECT OF FOUR P’S IN MARKETING EFFORTS COULD BE ENCOURAGED AT EVENTS
SYSTEM OVERVIEW
Tra
ck c
onve
rsat
ions Listen
Cha
nnel
s
Assess
Pos
t and
res
pond Engage
Community Managers
Community
Group 1
Group 2
Topics, platforms
Topics, platforms
Videos/ Facebook
tags
Brainstorm content related to assessment
Improve and explore more options
OTHER CONSIDERATION
S• Developing donation APP
• YOUTUBE CHANNEL (revenue aspect) to be created once a small budget or volunteer is discovered. • Videos of location, coffee
discussions in documentary style
• skills tutorials from brothers/staff
