social media strategy FOR JEWELLERS dgpanda
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The document outlines a social media strategy for S.J. Jewellers, aiming to enhance engagement and brand awareness through targeted campaigns on platforms like Facebook, Instagram, and YouTube. It emphasizes community building, redefining brand identity as 'simply forever,' and using influencer marketing to connect with a diverse audience. The strategy includes specific campaign phases with defined objectives, content types, and posting frequencies to elevate brand visibility and drive sales.
social media strategy FOR JEWELLERS dgpanda
- 1. Social Media Strategy S JJ Jewellers
- 2. Competition Analysis Key Objective Platform Overview Phase 1 Phase 2 Hygiene content Content 1 3 4 2 5 6 7 Digital ecosystem overview
- 3. Competition analysis For the value consciousconsumer. From the house of TATA (trusted names for jewellery) and wide range of collection. Tanishq Jeweller PCJ Jewellers
- 4. Tanishq Social Media 969,404 likes
- 5. Social Media Campaign- ‘’Aao Manaye Tanishq wali Diwali’’ Diwali Campaign Mia on Wheel campaign Regular Brand promised posts
- 7. Social Media Content; Review • Posts about range of collection • Most of the posts drive sales to a third party aggregator, ‘WearYourShine’. • Launch Posts of celebrities; Aishwarya & Ravina
- 8. S.J.Jewellers Social Media Review • 258 likes only, On the page. • Not at all active page. • No posts related to the brand’s promise. • Needs to build a community. • Build the Brand through Brand preposition; Simply Forever. • Hence, engagement & Conversion.
- 9. Where does S.J.Jewellers Stands? Let’s start by building the Community Page.
- 10. Key Objective Engagement & Conversion through Social Media Community Building Brand Awareness Objectives
- 11. Target Audience Target Audience Demographic : a. Location : Bilaspur b. Age : 18+ c. Gender : Male & Females
- 12. How does S.J.Jewellers stand out?
- 13. How does S.J.Jewellers stand out? The brand offers variety cateringto all three audiences: • The value conscious consumer • The quality conscious consumer • The trend forward consumer
- 14. The challenge The current target audienceperceives the brand as a Non-Listener Brand, hence we are losing out onthe conscious consumer.
- 15. The key objective The over-all objective on digital is therefore to gradually make a perception of the brand and construct a brand identity.
- 16. Cross promotion & amplification for campaigns Engagement platform, to start relevant conversations Visual platform for visualstorytelling To drive awareness through contextual banners To host all videocontent PLATFORM OVERVIEW Hygiene Platforms Hub For campaign visibility
- 17. PLATFORM STRATEGY: Facebook Primary role: To reach the mass audience and create awareness about the brand and its proposition. Insight Organic reach is steadily declining for branded messaging on Facebook. but it’s ability to reach the mass audience through paid communication is unmatched by any other digital platform The strategy To reach a mass audience, in order to lead them to the store and create awareness about the range of products. Best practices: Only Promoted Content | gifs | Carousel | Book now| Topical
- 18. PLATFORM STRATEGY: Instagram Primary role Instagram is a visual platform and will be used establish an identity for S.J. Jewellers through strong relevant visuals The insight Instagram cannot be used to direct the audience to the website The strategy To instill aspiration and leverage the brand identity as a ‘Class Apart’ option through visual storytelling Best practices don’t #hashtag abuse | organic images performs well| maintain visual consistency
- 19. PLATFORM STRATEGY: Youtube Primary role YouTube will be the hub platform hosting all video content. The insight Social media consumption is the highest in the form of short video format The strategy To create recurrent digital videos using the suitable collaborations to influence the brand perception. Best practices Use the right keywords| keep the videos short| maintain brand consistency
- 20. PHASE 1: Objective:Definethe Brand ‘Simply Forever.’
- 21. On Website • Create a POP Up on the website to collect Data. • Data can further be used to send emails and SMS on the regular basis.
- 22. Communication (Brand posts) • Brand Story - A commercial on S.J. Jewellers, Promoted (Experience of a lifetime) • 1 promoted teaser post for the video • Visual paradise • Range of Collection. • Stunning Store Photos • Geolocation Targeting • Offers • Event updates
- 24. The communication (Campaign Idea) # SimplyForever Because you’ve got many special occasion to spend with the your loved ones! We’ve got plenty of ways to make it memorable and forever! How do we amplify this on digital?
- 25. Phase1: Option 2 BhartiSingh Profession: Stand-up comedian Bharti Singh, who is a popular face on television has been recognized for her self-confidence & humor. In a specially scripted stand up- she can talk about how,while there is body shaming in fashion, there is no discrimination when it comes to life. You don’t have to be fat, thin, tall, or short to wear a certain type of Jewellery. In a fun & edgy manner she establishes ‘#SimplyForever’ through the stand up. (This can also be done as an on-ground activity powered by S.J. Jewellers, which can then be released digitally. Also known as influence marketing.)
- 26. PLATFORM STRATEGY: Youtube The Big Idea: In order to establish & define ‘#SimplyForever’ for the digital audience, we can kick-start with a standalone digital film featuring an influencer from an off-beat profession. Through unique stories, the video will establish the meaning of #SimplyForever
- 27. Phase1: • 1 promoted teaser post for the video The teaser will reveal the influencer, creating curiosity about the upcoming video. • The video will be cross-promoted on FB. • 1 promoted carousel post to direct the audience to the website The carousel will feature snippets of the video in each post leading the audience to watch the video on YouTube.
- 28. PHASE 2: Oct. Objective: Increase purchase intent& drive the audience to the store through a Seasonal Day campaign #Solemates
- 29. Phase 2: Oct. The #SoleMate trail Apart from leading the audience to participate in the quiz through promoted tweets. an engaging activity will be hosted to create organic buzz about S.J. Jewellers. Who’s that one friend who can put his/herelf in your shoes when you need them most? Tag your friend & let them know using #Solemate as we have a surprise! When the audience starts tagging, we will start a response mechanism, replying to the tagged tweets with the quiz link. Example: “ Here’s a gift from us to you! Take the quiz for special discount. Happy Friendship day” (just an example)
- 30. Phase 2: Oct. The ‘Me Without you’ series Instagram will showcase a series of posts as an ‘Ode to the most loved one’, for always being there. The posts will be done in the ‘Happiness Is…’ look & feel, each with a relevant quote indicating how everyone is incomplete without their best friend. Me without you is like…
- 31. Regular Engagement • Instagram Contest • Facebook integration (On ground activation) to promote Check ins • Loyalty Programs- Via Check- ins- offer visitors a free purchase or discount for visiting a certain number of times. • Event contests
- 32. Post strategy Posting Strategy : Content Timing Frequency Content :Photos, Quotes, Hashtags, Re-shares, links with a 4:1 ratio of Sharing. Frequency :Facebook : 7 Posts/week Instagram : 4 Posts/week + 1 Blog Story/week Timing :Facebook : 1pm and 4pm Instagram : Monday after 2:00
- 34. Digital ecosystem overview Educate About the brand About the range & collection About the offers Inspire Using association with fashion Using association with influencers Using high level imagery and visual consistency Engage Through conversations around topical content By listening to the audience & conversing with them Through relevant contests
- 35. Thank you