SL/CE MAGAZINE - The Social Media Strategy

THE SOCIAL MEDIA MARKETING STRATEGY

OBJECTIVES

Raise Awareness of SLICE magazine

Increase SLICE Product Sales

Enhance SLICE Brand Experience

Target Readers

PrimaryPrimary• Ages 18 to 28 years old• Age range part of World’s

largest demographic grouping in 2014

• Included in 40.78% (25 – 54 years old) of the world population at 7.1 billion

Young Adults

Young adults interested in food

journalism and lifestyle

Young adults interested in food

journalism and lifestyle

SecondarySecondary

Readers who are design enthusiasts with a soft spot for

minimalism

Readers who are design enthusiasts with a soft spot for

minimalism

Attract, Engage, Convert Fans: Instagram (@slicemag)

Target AudienceTarget Audience

Young adults and potential readers on Instagram

Young adults and potential readers on Instagram

Marketing CampaignMarketing Campaign• @slicemag will launch an ongoing

story-telling campaign #streetslice

• Followers can tag their posts to be featured on @slicemag and win exclusive gift bags.

• @slicemag will be on the search for brand advocates, directing interest back to the magazine

• Use social media influencers to promote pre-order sales

• Direct traffic from Instagram back to SLICE Facebook page

• Build excitement leading up to launch event. Engage with followers through surprise giveaways.

• @slicemag will launch an ongoing story-telling campaign #streetslice

• Followers can tag their posts to be featured on @slicemag and win exclusive gift bags.

• @slicemag will be on the search for brand advocates, directing interest back to the magazine

• Use social media influencers to promote pre-order sales

• Direct traffic from Instagram back to SLICE Facebook page

• Build excitement leading up to launch event. Engage with followers through surprise giveaways.

Business ObjectivesBusiness

Objectives ImpactImpact

Brand Awareness

Brand Awareness

Data CollectionData Collection

Customer AcquisitionCustomer Acquisition

Increase ProfitsIncrease Profits

Increase LoyaltyIncrease Loyalty

Attract, Engage, Convert Fans: Facebook

Target AudienceTarget AudienceOlder fans who are active on

Facebook compared to Instagram & Potential

Advertisers

Older fans who are active on Facebook compared to Instagram & Potential

Advertisers

Marketing CampaignMarketing Campaign• Encourage use of Instagram to direct

traffic back to SLICE Facebook page• Build excitement leading up to launch

event. Engage with followers through surprise giveaways

• Introduce interactive in-app game as part of sustenance efforts

• Encourage fans from all over the world to take part in the two-week challenge

• Create viral marketing through friend invitation. Users can earn more points by sending challenges to their friends and scores will be tracked and tallied accordingly

• Top 3 winners will receive a $200 gift bag and complimentary 4-issue subscription.

• Encourage use of Instagram to direct traffic back to SLICE Facebook page

• Build excitement leading up to launch event. Engage with followers through surprise giveaways





Business ObjectivesBusiness

Objectives ImpactImpact

Brand Awareness

Brand Awareness

Data CollectionData Collection

Customer AcquisitionCustomer Acquisition

Increase ProfitsIncrease Profits

Increase LoyaltyIncrease Loyalty













Commitment & Success Measurement: Instagram

Key MetricsKey Metrics

• Followers• Engagement Rate: Likes,

Comments• Hashtag tracking: #slicemag

#streetslice• Highest engagement from

user-generated content – to determine successful brand advocates


Comments• Hashtag tracking: #slicemag

#streetslice• Highest engagement from

user-generated content – to determine successful brand advocates

CommitmentCommitment

• Daily posting• 2 ~ 3 times a day• Usually in the day• Videos over the weekend

• Daily posting• 2 ~ 3 times a day• Usually in the day• Videos over the weekend

3-month Goals3-month Goals• 1k followers• Average of 100 likes per post• Daily user-generated

contribution in #slicemag and #streetslice

• 60% of followers reside in Singapore

• 25% of product sales to come from discount codes released by social media influencers

• 1k followers• Average of 100 likes per post• Daily user-generated



• 25% of product sales to come from discount codes released by social media influencers

Commitment & Success Measurement: Facebook

Key MetricsKey Metrics


Comments• Profiling through data

capturing by surveys and Facebook Insights


Comments• Profiling through data

capturing by surveys and Facebook Insights

CommitmentCommitment

• 4 ~ 5 times a week• Once a day• Usually in mornings or at

night• No timing restrictions on

weekends

• 4 ~ 5 times a week• Once a day• Usually in mornings or at

night• No timing restrictions on

weekends

3-month Goals3-month Goals• 1k fans / likes• Average of 100 likes per post• Daily user-generated



• 1k fans / likes• Average of 100 likes per post• Daily user-generated



• Average Conversation Rate: 50

• At least 500 referals from in-app game

• 25% of product sales to come from discount codes released on Facebook

• Average Conversation Rate: 50

• At least 500 referals from in-app game

• 25% of product sales to come from discount codes released on Facebook

3-month Goals3-month Goals

Crisis Communication: Positive Feedback and Enquiries

Assess the messageAssess the message

Do you want to respond?Do you want to respond?

Yes

NoNo responseNo response

Can you add value to the response?Can you add value to the response? Thank user for taking time to provide feedback.

Thank user for taking time to provide feedback.

Respond in relation to feedback and share. Thank the user.

Respond in relation to feedback and share. Thank the user.

No

Yes

Crisis Communication: Negative Feedback Response Guide

Yes

Evaluate purpose of comment

Evaluate purpose of comment

Unhappy reader?Unhappy reader?

No

Yes

Serial Complainer?Serial Complainer?

Trouble-maker?Trouble-maker?

No

Yes

Yes

Take action to fix the issue. Let the commenter know that action has been taken.

Take action to fix the issue. Let the commenter know that action has been taken.

Are the facts correct?


Does reader need more info?

Does reader need more info?

Politely correct the facts.

Politely correct the facts.

Yes

NoAre the facts correct?


Yes

Monitor post before deciding on actionMonitor post before deciding on action

Yes

Is the problem being fixed?

Is the problem being fixed?

Explain what is being done to fix

the issue.

Explain what is being done to fix

the issue.

No Still unhappy?Still unhappy?Yes

Conclusion

Through driving awareness, we can enhance SLICE’s brand experience and product sales. The proposed communications strategy on Facebook and Instagram as great viral marketing power that can strengthen SLICE as a brand in diverse ways.

Through driving awareness, we can enhance SLICE’s brand experience and product sales. The proposed communications strategy on Facebook and Instagram as great viral marketing power that can strengthen SLICE as a brand in diverse ways.