Converse Online Strategy: Edwin Colmenares
- 1. Online Marketing Strategy Proposal Edwin Colmenares
- 3. challenge: continue conversations. goal: get social. theme: be yourself
- 4. - identify places where communities exist. - establish presence in popular mediums. - categorize key influencers. - begin community discussions. - let the community help each other. - don’t limit conversations.
- 5. tactics - design contest. - adwords campaign. - specialized shoes/clothing by popular artists. - mobile app with qr code reader/creator. - don’t force news, let consumers create it. - select spokesperson/evangelist to be the face of converse. - memes - celebrity endorsement
- 6. metrics - twitter followers. - facebook fans. - instagram followers. - reddit mentions. - youtube videos. - forum comments. - creation of memes.
- 7. budget $ 20m with 1.5 ROI social media: 50 outreach: 20 sponsorship/celebrity: 30
- 8. timeline 9 months total july-sept. feb.march summer months: design contest early spring: evangelist/face of converse all the time: ad words campaign memes key influencers in between: mobile app artists concepts
- 9. summary - continue conversations online. - engage with customers. - outreach to key influencers. - establish benchmark to know if goals were reached. - let customers express themselves - encourage individuality & creativity - 1.5 roi message to customers…
- 10. this is who you are. thank you.