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Dallas Wilson Wedding Films Social Media Plan
Mission: To provide high quality films to bride and grooms to help them remember the most special moment in their lives.
Vision: To attend and film close to 30 weddings a year and produce a high quality product to provide to clients.
Goals/Objectives: ∙ Keep interest high and 30 clients each season
∙ Book larger scale weddings that provide more opportunity to be creative
Situational Analysis/Intro: Dallas Wilson Weddings Films is based in Nashville, TN and
serves the local community by providing high quality wedding films for bride and grooms
wishing to capture their big day on film. The company is made up of Dallas Wilson and his
sister Danielle who shoot, edit, and share weddings films for clients. While Dallas Wilson
Weddings Films has been busy the past few seasons, they hope to increase awareness in
audiences who may need their services in years to come. Because they run a small operation
with only 2 or 3 employees, the number of weddings they are able to shoot per year is limited.
They also only serve the city of Nashville and communities within approximately 3 hours drive.
The main goal is not to book more weddings for the coming year, but rather to reach a wider
audience on social media. Dallas Wilson and his team are searching for ways to increase
their top of mind awareness and become a well known brand in the Nashville area.
1. Objective 1: Increase awareness of Dallas Wilson Wedding Films
a. Strategy 1: Create twitter account solely for Dallas Wilson Wedding Films
i. Desired Outcome: Interact with others and share films and information
about the company. Create more buzz and increase awareness about
the wedding films and the company. Hopefully people will think of Dallas
Wilson in the future when planning a weddings and looking to get
married.
ii. Target Audience:
1. We feel as if the primary target audience for Dallas will be
females in the age range of 1835, who are interested in wedding
films/photos. This particular age group uses various forms of
social media (such as Pinterest) to look at all things wedding
related. Based on this information, Dallas will have a great
opportunity to appeal to this subset of the population and, in turn,
hopefully gain them as a “follower” or get them to “like” him on
Facebook. In addition, to all of the “retweets,” “favorites” and
“likes,” we envision “word of mouth” being an effective form of
communication.
2. Another target audience, for Dallas, would be males and females
in the wedding planning process. The wedding planning process
is a special time for both the bride and the groom. In our opinion,
Dallas could definitely have an opportunity to play a role in the
wedding planning process. He could, possibly, film/document
some of the key decisions that the couple makes in route to their
wedding day.
3. The Wedding scene, in Nashville, is on the rise and the number
of wedding planners in the city is increasing. Dallas has a terrific
opportunity to target some of these wedding planners, who have
gained some attention, in the city. Some of the more successful
planners in Nashville include: Stunning Events, Kelly Dellinger
Events, and Christina Logan Design. Those are only a few of the
more prominent wedding planners in Nashville. The increasing
number of wedding planners in Nashville can definitely be seen
as an opportunity/benefit for Dallas and his company.
4. Similar to wedding planners, the number of highend/successful
wedding venues is also on the upandup. A few of the more
successful wedding venues, in Nashville, are: Ruby, Drakewood
Farm, Riverwood Mansion, Rocketown and Long Hollow
Gardens. It’s safe to say that there will not be a shortage of
venues for Dallas to pursue in the future.
iii. Platforms
1. Twitter
a. One option for a twitter handle for Dallas Wilson Wedding
Films is @DWWeddings. Aside from his personal twitter,
this page would be solely focused on weddings. On this
page, he could really engage with his audience and
answer any questions/inquiries that were asked. Dallas’
followers would really enjoy seeing his posts about all of
the weddings that he works, as well as some personal
information/footage of his sister and himself. While his
twitter followers obviously enjoy his posts about his
weddingrelated material, they also like to see some
personal content being posted.
iv. Key Messaging
1. Wedding films, Nashville, dress, tuxedo, celebrate, reception,
church, garden, wedding: these are some of the key words that
Dallas should utilize as much as he can when posting on social
media.
2. The one hashtag that we think Dallas should use consistently on
a weekly basis is #WilsonWeddingWednesday. Every
Wednesday, a new video clip or full video should be shared with
followers on social media. This provides predictability to
followers and increases the likelihood of their continuous
engagement. They know every Wednesday to look for the
hashtag and there will be a new video. This particular hashtag is
very catchy and Dallas, along with his followers, can use this on
a weekly basis, in the hopes of getting his name/brand out to the
public.
3. Another option is to ask the question of which wedding is more
_____? On a weekly basis, change the “blank,” in an effort to
rotate the questions. For an answer, have followers either
retweet for A, favorite for B. This would keep followers engaged
and allow them to interact with Dallas Wilson Weddings Films
more frequently.
v. Metrics
1. Dallas has the opportunity to gain a substantial number of
followers in a short amount of time. Right now, his personal
twitter has a respectable amount of followers, therefore there is
an opportunity to grow/expand his “workrelated” twitter even
more. His number of twitter followers will hopefully increase as
he starts to include more hashtags in his twitter posts. Our hope
is that the #WilsonWeddingWednesday really catches on with his
twitter followers, and, in turn, his followers start to use the
hashtag on a weekly basis. There is definitely potential for his
page to really take off and become one of the more popular
“weddingrelated” pages in the Nashville area.
2. The number of retweets/favorites that Dallas can generate will
have a direct influence of the number of followers that he
attracts. Dallas will need to post on his twitter page quite
frequently in order to keep his audience engaged and interested.
One option to encourage interaction is to have a wedding
giveaway to one of his “random” twitter followers. Maybe, he
could give away a prize to the first person that “favorites” or
“retweets” one of his tweets. People love giveaways and this
would be an easy and inexpensive way for Dallas to interact with
and excite his followers.
vi. Action Plan/Editorial Calendar
1. Create twitter account immediately.
2. Implement #WilsonWeddingWednesday once wedding season
begins and new videos are being produced.
b. Strategy 2: Post “behind the scenes” photos as well as films and photos from client weddings
i. Desired outcome: is to really allow people see the man behind the
camera and to make the connection seem more personable. Dallas,
himself has said that he has noticed more feedback when he posts
personal pictures/videos of himself and his sister just messing around
and having a good time.
ii. Target Audience
1. As mentioned before, Dallas Wilson Wedding Films’ target
audience is females ranging from age 1835. This age group has
proven to be the most engaged and interactive group on the
various social media outlets currently active.
iii. Platforms
1. Instagram
a. Dallas Wilson Weddings Films has just recently started to
use Instagram and has already seen some very positive
feedback. Instagram is a terrific place to post pictures and
to receive some direct feedback from his followers. In
addition to twitter, one can also include hashtags on
instagram, so Dallas can include the same hashtags on
Instagram that he does on twitter.
2. Facebook
a. Dallas has said that he does not post on Facebook as
much as he would like. Dallas has over 1,600 followers
on Facebook, so he definitely has an audience to interact
with. Dallas should look into posting on a weekly basis to
better interact/engage with his large amount of Facebook
followers.
iv. Key Messaging
1. Wedding films, Nashville, dance, party, dress, tuxedo, camera,
photography: these words are all common to those searching for
wedding information and could help lead people to Dallas Wilson
Wedding Films social media accounts.
2. As we previously mentioned, some frequent/recurring hashtags
that Dallas could include would be #WilsonWeddings
#WilsonWeddingWednesdays. These hashtags would also be
used by his followers, which, in turn, could attract a new
audience for Dallas.
3. Another good thing to include would be to discuss all of the fun
times and end results that come from his work. The “personal”
aspect of his posts is very important and cannot be understated.
The audience loves to see “the man behind the camera” and the
more personal side of him.
v. Metrics
1. One thing to keep track of is which pictures get more
likes/engagement from the audience. Since Dallas Wilson
Wedding Films’ Instagram account is fairly new, it is probably a
bit too early to determine which posts are more popular than
others. However as Dallas begins to post on a more consistent
basis, he can begin to determine which posts gain more interest
than others.
vi. Action Plan/Editorial Calendar
1. Begin posting behind the scenes photos once the wedding
season begins. Document the filming and editing process as well
as any fun activities at the wedding and share those posts
leading up to the debut of the video for that specific wedding.
c. Strategy 3: Tag bride and groom in posts on social media i. Desired Outcomes: If the bride and groom are included in any posts
involving their wedding, they will feel more involved and can then share
the video on their accounts. They can then ask their friends and family
to share and post on multiple platforms and allow the video to reach a
wider audience.
ii. Target Audience
1. For this strategy, the target market will include any and all
previous clientele from Dallas Wilson Weddings Films. It will also
include any brides and grooms booked to have their weddings
filmed this season and any and all clients in the future. By
targeting these individuals, Dallas can retrieve social media
information and engage with them on the company accounts.
iii. Platforms
1. Twitter
a. The use of twitter will allow Dallas Wilson Weddings
Films to easily post video links on the company account
and tag the bride and groom, giving them to ability to
favorite and/or retweet the post.
2. Facebook
a. The use of facebook allows brides and grooms to share
their wedding video with their friends on the site. If the
bride and groom are willing to allow their video to be
public, this also allows for anyone to share the video on
their page and be viewed by a wide range of people.
3. Instagram
a. The use of instagram reached a younger audience and
gives a picture or 15 second preview of the video. Brides
and grooms can access this photo and if tagged, be
aware that it is on instagram and tell friends and
family to check out the company account.
4. Pinterest
a. Pinterest allows for brides and grooms (mainly brides)
to repin their video and easily and share it with their
followers. Posting videos and interacting with brides
provides a more personal connection that can be
seen by not only the bride and groom, but also family,
friends, and potentially future clientele.
iv. Key Messaging
1. Usernames of clients: The usernames of clients is essential the
success of this strategy. Without the username of the client,
Dallas Wilson Wedding Films will not be able to tag the bride and
groom in its posts and personal interaction will be nonexistent.
2. #WilsonWeddingFilms: To create a brand identity and allow for
brand recognition, the hashtag #WilsonWeddingFilms should be
used each time a new video is posted on any social media
platform. This allows consumers to form a connection to the
brand and increase top of mind awareness.
3. Share this video/post with your friends and family!: Encouraging
clients to share the video is necessary to reach a wider
audience. If the bride and groom do not share, tagging them will
not have the desired effect because the post will have a shorter
shelf life and not reach as many people.
v. Metrics
1. Number of shares, likes, retweets or pins: The success of this
strategy will be measured in the number of shares, likes,
retweets, or pins on each social media platform. By measuring
these statistics, Dallas Wilson will be able to see how effective
the strategy was in reaching a wider audience. The number of
shares on current posts can be compared to the number after
implementation and that will be a key indicator is the success of
this strategy.
vi. Action Plan/Editorial Calendar
1. Implement immediately. Plan to tag brides and grooms in all
posts moving forward.
d. Strategy 4: When posting videos, create more personal messages rather than
automatic upload message
i. Desired Outcome: If posts are made sharing a more personal message,
more people will feel a connection with the video and be willing to watch
and then share with their family and friends. People are more likely to
click on a link and watch a video if they know personal facts or feel that
they relate to the message being shared. If you post an automated
message, most people will not feel that connection. If you seem more
friendly and excited about the product, people may remember and be
more willing to work with you in the future.
ii. Target Audience
1. The target market for this strategy is females age 1835.
Females in this range are more likely to search for wedding
photos and videos on social media and share them with their
friends and followers. Hopefully Dallas Wilson Wedding Films
can build a relationship with its followers and if they are planning
a wedding in the future, they will hire Dallas Wilson Wedding
Films as their videographer.
2. Males/Females planning a wedding: Another segment of the
target market is males or females planning a wedding. By
posting often on social media, Dallas Wilson Wedding Films will
gain more brand recognition and hopefully reach people willing
to hire the company to film their wedding.
iii. Platforms
1. Facebook
2. Twitter
3. Instagram
4. Pinterest
5. Vimeo
a. Any message posted on any and all of these platforms
should be personal and engaging. Even though
automated messages are an option, posting a more
personal thought on each site will attract more users. All
sites should be consistent in regards to language and
engage consumers.
iv. Key Messaging
1. Check out, video, film, wedding, love, relationship: Key words to
use when posting on social media include action verbs such as
check out, words such as film, wedding, love, and relationship.
These are words that will catch the eye of those within the target
market.
2. #WilsonWeddings, #WilsonWeddingFilms: When posting a
video, use the hashtag #WilsonWeddingFilms in order to create
brand awareness and recognition. If posting something other
than a video, shorter hashtags such as #WilsonWeddings will
also suffice. Using the hashtags is an easy way to track who is
retweeting, sharing, or repinning posts and also for others to
search for the company.
3. Watch the video and share with friends and family: Other
important keywords to include in a post is a call to action. Asking
followers to watch and share the video with family and friends
will encourage their interaction with the company.
v. Metrics
1. Number of views: Number of views will be a key indicator of the
success of this strategy. If the number of views goes up
dramatically after implementation of this strategy, we can
assume it was successful.
2. Number of shares, likes, retweets, and pins: Also measuring
number of shares, like, retweets, and pins will also help identify if
the strategy was successful. If more people are sharing the post,
we can assume that they felt a more personal connection to the
material and were willing to share with their network.
vi. Action Plan/Editorial Calendar
1. Implement immediately. From this point on, any posts on social
media should be more personal messages. Very few, if any
automated messages should be shared.
e. Strategy 5: Follow/Interact with weddings planners in Nashville, common wedding venues, local bridal shops, and wedding photographers
i. Desired Outcome: To become well known and highly regarded in the
wedding industry, and have wedding planners, venues, and
photographers will recommend Dallas Wilson Wedding Films to their
clients and help the company reach its goal of 30 weddings per season.
Brides will hear of Dallas Wilson Wedding Films when shopping for their
dress or from their wedding planner, and look into booking Dallas for
their wedding.
ii. Target Audience
1. The target audience is the wedding industry as a whole, but we
will be focusing on wedding planners, wedding venues, and local
bridal shops. Finding the leaders in this industry and reaching
out, interacting with them, and building that relationship will
increase the chances that Dallas Wilson Wedding Films is
recommended.
iii. Platforms:
1. Facebook
2. Twitter
3. Instagram
a. It is important to use all platforms when trying to network
with other wedding industry companies. Because they
each provide a different service, one may use a certain
platform more often than another. Use these three main
platforms when networking with industry professionals.
iv. Key Messaging
1. Wedding, wedding films, wedding planners, photographers,
wedding cake, white dress, love, bride, groom: These are some
keywords that can be used when posting on social that will align
with the keywords that other companies in the wedding industry
will be using.
2. Maintain the branding in all posts: #WilsonWeddings and
#WilsonWeddingFilms. Stay consistent with all posts so people
in the industry begin to recognize the name/brand.
v. Metrics
1. Follows and engagement by people in the industry: how many
people in the wedding industry are following on twitter and
instagram. Of those followers, how many are interacting with the
content through likes, retweets, favorites, and comments.
2. How many inquiries came from recommendations: building the
relationship with people in the industry is important and it is the
first step, but the ultimate success of this strategy will be
determined by how many of the people that you have interacted
with via social media have recommended Dallas Wilson
Wedding Films to one of their clients.
vi. Action Plan/Editorial Calendar
1. Follow a new wedding industry account every other day. Search
for keywords to locate venues, bridal shops, wedding planners,
and photographers in Nashville.
f. Strategy 6: Keep the look of all social media platforms and website consistent as well as putting the logo on posted images.
i. Desired Outcome: Maintaining a consistent look online across the board
will increase brand recognition and help develop an image for Dallas
Wilson Wedding Films. People involved in the wedding industry will be
familiar with the brand, and our target market will also recognize the
brand. Develop a watermark to identify all photos and a constant
reminder of the brand for viewers.
ii. Target Audience
1. Getting the wedding industry to recognize and become
familiarized with the Dallas Wilson Wedding Films brand and
image would be important when trying to get referrals, build
relationships, and become known.
2. Females age 1835 watching wedding videos for fun would be an
important audience because when it comes time to plan a
wedding of their own they will be familiarized with the Dallas
Wilson Wedding Films brand.
iii. Platforms
1. All social media platforms in use should take on similar look so
someone browsing from site to site knows that all of the pages
are connected to the same company at a quick glance.
g. Assets Needed
i. Video clips from weddings films will be the main asset needed in the
campaign.
ii. Photos from weddings will be important in providing additional publicity
for Dallas Wilson Wedding Films.
1. Photos of the bride and groom will be helpful in teasing the
release of videos.
2. Photos of Dallas and Danielle behind the scenes will give
followers a face behind the name. They will be able to build a
relationship with DWWF and hopefully identify the company as
trustworthy.
iii. Camera, lighting, editing software, and all equipment that goes into the
production of the wedding film will be necessary to carry out all
strategies.
h. Our Team
i. Roles & responsibilities: Dallas Wilson will be responsible for posting on
all platforms or assigning someone else to do so.
ii. Rules of engagement: Talk to followers as if you are talking to a friend.
Be welcoming and interact with them whenever possible. Use the same
language on all platforms to help users build a relationship and know
what to expect from the brand.
iii. Internal vs. outsourced: All social media activity will be internal to the
company. Dallas will hold most responsibility for posts but has the ability
to delegate to other members of the company.
i. Measurement
i. Monitoring: Pay close attention to the number of followers on each
platform. Also take notice of the number of replies, shares, likes,
retweets, and pins on each platform. Compare those numbers with the
number of times you interacted personally with a follower. While the first
number will be higher, try to interact with one person per ten replies.
Monitor these numbers and refer to them every month to make sure
each strategy is having the desired effect.
ii. Reporting: Before implementing any changes, document how many
followers you have on each social media platform to date. Then after
implementation, check those numbers once a month and report any
changes. Also take notice of the average amount of likes currently
received on each post. After implementation, check those numbers
each month and report any increase or decrease in the number of
interactions.
iii. Adapting: After noticing which tactics are working to increase
engagement, adapt as necessary to what followers are responding to
the most.
j. Barriers
i. Known constraints:
1. Size: Dallas Wilson Wedding Films is a very small company.
Dallas will be responsible for running the majority of the social
media platforms by himself. This will limit his ability to monitor
and assess each platform in depth.
2. Time: Because Dallas will be responsible for each platform, he is
limited to the amount of time he will be able to spend on social
media. While social media is a great tool, it is not the main goal
of the business. His focus will be primarily on shooting and
editing highquality films to provide to his clients. Less of his time
will be allocated to posting on and monitoring each social media
platform.
ii. Issues:
1. Turning People Away: Due to the limited number of weddings
that Dallas is able to film, Dallas will have to tell some people no.
2. Couples not wanting their videos made public (privacy issues)
iii. Mitigation
1. If time becomes an overwhelming problem, focus efforts on
Instagram, Facebook, and Twitter. These platforms are the most
likely to receive consumer interaction and build a larger
following. Use Pinterest and Vimeo as more of a sharing
platform. Post videos but do not worry as much about interacting
with followers.
k. Budget
i. For this campaign, money will not be an issue. Because Dallas Wilson
Wedding Films is an established business, it already has the assets
needed to create content for social media platforms (ie. cameras to film
videos, editing software, etc.).
ii. The main resource needed is time. Implementing the above strategies
and monitoring their progress will be time consuming, primarily on the
front end. Once a method is created that fits the needs of the company,
time management may become less of a problem.
1. Estimated man hours needed each week in order to create
content, track hashtags, interact with followers, and monitor
progress of each strategy is 5 hours.
iii. If the campaign is successful, Dallas Wilson Wedding Films will
continue to book close to 30 weddings each season and create
connections that will hopefully allow for growth in the size of the
weddings. Booking 30 weddings each year will allow the company to
bring in the desired revenue each season.