Creative strategy in social media marketing - MyAssignmenthelp.com

Question: Discuss about the Creative strategy in social media marketing. Answer: Content Marketing Strategy Identification of the audience, user need and value gap Audience- The audience for the Xiaomi phones are the students, young professionals and gadget lovers, who desire to experience a quality Smartphone with maximum features and at affordable cost. The Asian market should be targeted as people here desire to buy products that can worth the price that they are investing. At the end of the year 2016, the total market share of Samsung is India is 23%, Lenovo-Motorola was 9.60%, Micromax was 7.50% and Xiaomi was 7.40% (The Economic Times 2018). The content for the Xiaomi Smartphone should highlight the statistics that is related with the sales that the organization has attained. Taken for instance, the annual sales for the year 2012 was 7.19 million Smartphone, 18.7 million Smartphone in 2013, 61.12 million for the year 2014 and the sales up to 70 million at the end of 2015 (The Economic Times 2018). User Need/Value Gap Macht (2014) stated that the effectiveness of content in website should also attract vendor apart from direct customers. Law et al. (2014) highlighted the reason that many people prefer to purchase from physical stores. Thus, the content for online websites should highlight the benefits that their vendors are getting by associating with Xiaomi. The website should present a separate page for vendors and also provide a list of existing vendors. Link for the online form should also be present for targeting potential interested shopkeepers. Moreover, actual statistics that represents the increase in the number of the vendors should also be illustrated in the page. Tolkoff and Anders (2013) furthermore stated that a transparent contact system should be present for these vendors as these organization desires to share their business goals and objectives. At present Xiaomis website do not contain any tab for existing vendors and lack the details for the procedure of vendor association. Thus, vendors, who are interested to develop partnership with Xiaomi face challenges in contacting them. The details about the comparative statistics of the vendors are also not present. Moreover, the comparative statistics related to the sales made by Xiaomi and other leading stores is also absent that raises the problem of representing the effectiveness of their Smartphone and sales. The decision making unit comprises of the CEO, a member from board of directors (outside the organization), CFO for budget allocation, digital marketing team and website developers. Key members in decision making process Role of the members CEO Finalize the decision One member from board of directors Highlight the current situation of market CFO Finalize the budget for implementing the content marketing approaches Manager from digital marketing team Identify the key areas through which more customers can be attracted and website presence can be enhanced Lead of website developing team Suggest the design of the website Table 1: Key members and their roles in decision making process (Source: Created by Author) Face-to-face meeting should have to be conducted so that all the business objectives can be clearly defined. However, digital communication tool like Whatsapp, Facebook Messenger and formal e-mails can also be used for sharing regular updates. The type of question that should be asked in the meeting- What are the current situation of the effectiveness of the content?, How the content of the website can be enhanced?, How effective the design of the website can be developed?, How much details should be revealed to the public?, How much budget can required for developing new content? and How to measure the effectiveness of the newly developed content?. The social media that are mostly used by Xiaomi are Facebook, Google+ and Twitter but the medium of YouTube, Pinterest, LikedIn and Instagram should also be used. However, the application of Weibo, Ozone and Tecent can also be utilized for better communication of the recent news about any Xiaomi Smartphone. The content related to the new launching of the mobile phones, the technology incorporated in those phones, the advantages and benefits that user can get from using Xiaomi Phones, the details of upcoming technology and series should be shared. The newspaper articles related with their organization and sales should also be shared with available link to the newspaper article should also be delivered through the content. These details should be shared through all the existing social media and the suggested social media so that all consumers can be targeted irrespective of the fact what social media medium users are utilizing. The topic for these contents are- Latest news for Xiaomi Users New technology in Xiaomi Smartphone Upcoming Smartphone technology The best Xiaomi phone of 2018 Features of Xiaomi Phones Problem from audiences point of view The main identified problem is the inability of the present of all the mediums of social media and development of mobile application. Users faces problem regarding the false promises that organization made to the people and motivate them to share their posts with their friends and other members. These posts were deleted once, their products get promoted and pretent that they have not share such kind of posts. The current process to overcome this adversity is to reply back to the use within few hours so that their perception regarding the organization can be changed. However, the marketing team should also contact the user through SMS and formal e-mails and answer their concern. Position your solution The products here considered are mi, redmi note 4, mi box, mi mix2 and mibox. These products are also highly searched by users. Users prefer this brand as they get many facilities in a Smartphone at affordable price. Other leading Smartphone companies charge high cost of their mobile phone with same features. The content should also present the benefits and the comments of some happy customers. This content can be supported with the sales revenue statistics so that customer can rely on what they are positing and the reliability of the fact. Goals and Key Performance Indicator Goals for the people S.M.A.R.T factors Expectation activities for the actions Specific The content of the websites and social media should attract 100,000 new viewers every month for the next ten years by developing effective content. get 5,000 users through email signups Measurable The other social media like YouTube, Instagram, Pinterest wwill be utilized and regular post will be broadcasted every day. Per day it is expect to get 1,000 viewers and 100 shares for each social media platform. Achievable All the posts (videos) related to technology, upcoming series, feature and specifications details and discount should be broadcasted through YouTube. Relevant Attractive heading for the content help visitors to visit the pages and the related post. The statistical data help them to rely on the effectiveness of the available data. Time bound Within a year, Xiaomi is able to attain 11% more visitors compared to 2017. Table 2: S.M.A.R.T Goals (Source: Created by Author) Key Performance Indicator (KPI) Unique visits (UV)- Xiaomi should use UV approach to compare different forms of trends and content over the time and measure the number of individual read the content. However, the type of UV should also be measured like how many individual visits for the blog or for website. This will allow the company to identify what sources are mostly preferred by users. Geography- Though the website and blogs are universally available but evaluating where the content is being read more the organization to allocate more budget. The developers can also be asked for developing the content in their national language so that they can understand the content and see the effort to value the customers. Popular and problematic onsite content- In this aspect, Xiaomi should identify the top folders, top landing pages and top exit pages for identifying the most followed posts and the post that raises controversy. This will help the organization to omit the negative reputation related to the organization. Content performance measures- In this case, the total number of shares from the visitors, follower volume, referring domain and inbound links will help Xiaomi to assess the effectiveness of the PostRank score, shareability, bounce rate and pages per visit. Mobile readership- It is important to measure the tool that is used by a content visitor to read the content. This will help the company to optimize the content. Plan Content Topic Photograph captured by Redmi mobile phone Mi device that can be best used for watching your favourite TV series New devices apart from Smartphone that Xiaomi has introduced Updates for software for Xiaomi phones Keywords mi redmi note 4 mi box mi mix2 Keywords and hashtags in content with social shares #selfie #concept #story #life #creative #thought #navinvatsa #monochrome #bnw #top_bnw #yourshot_india #ypurshotphotographer #mypixeldiary #photographers_of_india #indiaphotoproject #ig_asia #portrait #selfportrait #mobile #click #redminote4 #redmi #india (Source: Instagram 2018) #redmi #xiaomi #silhouette #streetphotography #street_persons #blackandwhite #bnw_captures #postthepeople #aloneinthestreet #xiaomi #xiaomiredmi4a#xiaomiredmi4x#xiaomi#redmi Keywords used in media releases or other marketing collateral #Redmi5A #MiPowerBank #MIA1 #MiMix2 #Xiaomi Call to Action Primary CTA Secondary CTA Article Sign-ups for subscription Facility to download the article in pdf form Email Read the mail and click for subscription Reply on the mail for additional information Website Page Sign-up got member subscription Request for knowing all the details of upcoming models and discount on price Table 3: Call to Action (Source: Created by Author) Channel Plan Social Network Current number of followers Avg # new followers per week Avg # likes, comments, shares per week YouTube 119,871 subscribers 20,000 50,000 likes, 15,000 comments and 8,000 shares Pinterest 329 followers 30 100 likes, 40 comments and 15 shares Instagram 30,200 followers 1,000 10,000 likes, 600 comments and 350 shares Table 4: Channel Plan (Source: Created by Author) Social Network Reach (target #impressions, views of this post) Act (target #likes, comments, shares) Convert (target # click through to the www) Engage (target # who do the CTA) YouTube 1.1million 50,000 likes, 15,000 comments and 8,000 shares 100,000 15,000 Pinterest 1000 100 likes, 40 comments and 15 shares 300 1000 Instagram 50,000 10,000 likes, 600 comments and 350 shares 34,000 8,500 Table 5: Reach, Act, Convert and Engage for social media (Source: Created by Author) Social Network Current number of followers Avg % Growth per week Target % Growth per week Avg % Engagement per post Target % Engagement for this post YouTube 119,871 subscribers 12% 15% 79% 85% Pinterest 329 followers 3% 5% 87% 90% Instagram 30,200 followers 7% 10% 88% 90% Table 6: Growth of social media (Source: Created by Author) Audience Traction Article and 3 related social posts Audience Traction Article Article title- No.1 Xiaomi Fan Sale, Huge discounts for Mi fans an some may win those price just at Re.1 SEO keywords- Xiaomi, No.1 Xiaomi Fan Sale, Xiaomi Mi A1 Special Edition Red, Xiaomi Mi MIX 2 and Xiaomi Redmi 4 Content Xiaomi has planned to hold No.1 Mi Fan Sale on starting of the year 2018 on February. The other devices that can be purchased on discounts are Xiaomi Mi MIX 2, Mi Max 2, Xiaomi Redmi 4, Xiaomi Mi A1, Redmi Y1 Lite and Redmi Note 4. The sale will be from 5th February, 2018 to 12th February, 2018. There will also be lightening deals on the purchase of Redmi Notes, VR headsets, Mi fitness bands and Mi Routers from the website only. Users have to keep their eye on the websites for grab the first opportunity at Re.1 to make the purchase. The facility that users can get will be- Heavy discount on Xiaomi Mi Max 2 1 sale from 1pm during the week The products selected for discounts are Redmi Notes, VR headsets, Mi fitness bands and Mi Routers The discount can be available through website purchase only Xiaomi Mi Max 2 is incorporated with octa-core Qualcomm Snapdragon 835 processor along with 6GB RAM. Redmi Note 4 on the other hand built with 2GHz octa-core Qualcomm Snapdragon 625 processor. Xiaomi Mi Max 2 and Redmi Note 4 both has 128GB internal storage and this can be expanded by the user on their desire. The camera for Xiaomi Mi Max 2 has 5-megapixel front shooter and a 12-megapixel primary camera. Redmi Note 4 however have 13-megapixel primary camera with same 5-megapixel front shooter. People now-a-days become more conscious about photography and want a great in-built camera in their Smartphone. The sale details for discount are Xiaomi Mi MIX 2 will be available at the price of Rs. 30,999 from Rs. 35,999. The price of the Mi Max 2 will be as low to Rs. 10,999 from Rs. 14,999. There will be discount of Rs 1,500- Rs 2,000 on Xiaomi Redmi 4 models. There will be attractive sales on the accessories like Mi In-Ear Headphones Basic Matte, phone cases and fitness bands. Earphones will be available on Rs 3999 and the Mi capsule earphone will be available from Rs899. The price of the Mi Bluetooth Speaker Basic 2 will be Rs. 1,699, down from Rs. 2,699. The Re. 1 sale is eligible for the products like Xiaomi Redmi 5A, Mi Router 3C White, Mi VR 2 Play Dark Grey, Mi Wi-Fi Repeater 2 White, Redmi Y1 Lite and Mi Band - HRX Edition Black. Additional offers that users can grab:- Up to Rs. 5,000 SuperCash cashback on payment through MobiKwik wallet 1 sale on 3 premium products for first five purchasers 3-month free subscription of Mi community 12-month movie and music subscription For the latest new related to the Xiaomi phone, click on our Gadgets 360 articles for gadget seekers, follow is on Facebook and Twitter or subscribe to our YouTube Channel. You can also check to our news section on our Official Xiaomi website. Social post 1 The wait is only about less than a month for gadget lovers. Xiaomi now bring super lightning deal for those, who desire to use electronic gadgets for extra-ordinary experience. They can now experience the top-class quality within their budget. So, grab the offer and keep an eye especially for Re.1 sale from 4th February, 2018 to 12th February, 2018. Social post 2 Xiaomi users- the countdown has started and the booking for your preferable gadget is open now. You can now register your purchase and het additional 10% off on your every purchase. You just have to fill a subscription form for No.1 Xiaomi Fan Sale and pick you desired products. You can also pay for your purchase beforehand and get guaranteed Rs 1000 cash back on your credit or debit card. Social post 3- I have grabbed the __________________________ on the super sale day and my experience is __________________________________________________________. Image 10: Mi phones (Source: Mi.com 2018) This process is known as Fill in the Blank trick and is highlight effective on the social networking site of Facebook and Instagram. The prime reason is that people ususlaly follow and understand the pictorial posts quickly than other posts and thus this promotional one liner content. Duggan and Brenner (2013) stated that this type of post is written in one sentence but the effectiveness of the post is much higher than other descriptive posts. People write their experience both positive and negative and then write comments by mentioning the name of their friends. They on the other hand write additional comments and this way the number of likes increases along with the probability of sharing the posts. Persuasive email message Dear Xiaomi Customer, Congratulations for choosing Xiaomi as your family and for making purchase from us. Your Xiaomi is now giving their members a more attractive and lifetime deal. You can now purchase your desired products at 50% off during the seasons sale and get a free premium membership for an entire year. You just have to log-on to our website and fillip a subscription form and pay a simple amount of Rs 500. This offer is valid for first 500 subscribers. Information for all attractive deals will be sent to you 30 minutes prior. Take the advantage for all the best deal. You can also refer your friends and family members to extend our family. On every 5 new customer referrals you will get Rs1000 cash back in you Mi Wallet. Regards, Persuasive landing page Image 11: Persuasive landing page (Source: Created by Author) Reference List Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015.Marketing: an introduction. Pearson Education. Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement.Psychology Marketing,32(1), pp.15-27. Baltes, L.P., 2015. Content marketing-the fundamental tool of digital marketing.Bulletin of the Transilvania University of Brasov. Economic Sciences. 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