Part 2 – Social Media

Social Media Research

Olly Robohub currently has two social media platforms, Facebook and Twitter. On Facebook Olly has 1,880 page follows and 1,867 page likes. After looking through their posts we gather that Olly currently posts approximately once per month on Facebook in 2017. Olly’s twitter account has 1,032 followers. There are large time gaps between tweets, which we assume is why they have low follower interaction.

Platform Demographics Strengths/Weaknesses Olly Robohub
YouTube 18-34 S: Reaches more adults 18-34 than any cable network.

Great for businesses of all budgets.

High shareability.

 

W: Production effort required. (Time & money to produce videos)

Yes

 

Having a YouTube account is a no brainer for this product. YouTube’s reach combined with quality/length allowance of videos is perfect to provide beautifully produced informational videos about Olly.

 

Facebook 25-34 S: Mass audience reach in all age groups.

Facebook will promote highly shared videos.

 

W: Videos must be optimized for mobile.

Short videos have better conversion rates.

Yes

 

Olly currently has a Facebook account, they simply need to be more consistent with their posts.

Twitter Teens

18-29

S: Promoting upcoming dates (ex. Launch dates/ promotions).

Brand/Product news.

Short videos.

Interacting with consumers/ customer service.

 

W: Low conversions.

Not as many users as other platforms.

Not the most optimized for video.

Yes

 

Olly could really benefit from using Twitter more frequently. They could tweet more from an audience perspective or add contests/polls to make their Twitter content more interesting.

 

Instagram Under 25 S: Growing in popularity.

Great/easy editing tools for businesses on a budget.

 

W: Majority of the audience is young, however the popularity in other age groups is growing.

60 second video length.

Yes

 

It would be beneficial for the business to have an online presence on this platform, enabling Emotech to produce short creative videos about Olly.

 

Snapchat 18-34 S: Snapchat influencers are an easy way to promote your business.

Providing incentives has proven to be successful in conversion rates. (ex. Discount codes cause more people to visit site and make purchase)

Good for showing everyday use/ building a brand story.

 

W: 24 Hour expiration for snapchat stories.

Short Videos.

Yes

 

The brand could use Snapchat very strategically by having influencers and a brand rep use the Olly on a daily basis to create a more personal brand story and connection with the audience.

Google+ Business 18-24

25-34

S: Once you have GMB, you have all the other Google resources.

GMB puts you at the top – local search results and google maps.

Adds long term SEO value to your website.

Adds credibility to your business.

Business reviews – increase search rank.

Yes

 

Of course, any business should have a GMB account as it is the gateway to success amongst all other platforms connected with Google.

 

 

Emotech’s product is highly advanced and can be presented differently on all of these platforms. Facebook and Twitter are perfect for showcasing the product’s features, upcoming dates, news, events and brand information.

We conclude that Olly should branch out to Instagram, YouTube and Snapchat. Instagram can offer to showcase up to 60 second videos or slideshows of the Olly unit, as well as pictures, live stream and stories.

YouTube allows Emotech to post high quality product videos staging the features and technological design. YouTube has the highest reach of any platform besides Google so of course it would benefit Emotech to produce videos for YouTube.

Snapchat is one of those platforms where you have to be present at all times, but there is a way around that. Snapchat is known for having influencers review products for brands. If Emotech wanted to have a presence on Snapchat, they could send PR packages to influencers who have a high fan base and ask them to use and review their product on their channel. Another great use for Snapchat is advertising. Now that Snapchat offers ads, Emotech could create micro-commercials to be played on Snapchat. These mini ads have actually proven to be successful because a call to action can take the customer to a direct landing page for purchasing the product.

 

Facebook Posts

Facebook Post Criteria
1. Product Information

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Planning Criteria:

 

Audience Consideration: 25-34

Facebook Considerations:

-Hero Image

– Length: 250 characters

– Links

Campaign Objectives:

– To create awareness for Olly Robohub Product

– To increase customer counts on Facebook

– To reach the intended demographic

– Increase web traffic

 

Goal:

 

The goal of this post is to build awareness of the Olly Robohub product. The intention of this post is to provide information about how the product works in coordination with a person’s daily life. This first post is the foundation for the content of the next two posts.

 

Reasoning:

 

The content of this post is to introduce Olly in a realistic everyday environment. Our target market is busy and needs help keeping track of appointments, schedules and everything that’s going on. Olly can also act as a motivator for any type of goal the user is trying to achieve. This post is a little lengthier than 250 characters but it’s justified by the purpose of the post. The post also includes a link to the website so that the reader can directly find out more information about the product.

2. Engage/Interact with Customers

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Planning Criteria:

 

Audience Consideration: 25-34

Facebook Considerations:

-Hero Image

– Length: 250 characters

– Links

Campaign Objectives:

– To generate user interaction

– To initiate customer interaction

– To foster and encourage customer feedback

– To keep Olly relevant in the minds of customers

– To reach first-time customers and increase sales

Goal:

 

The goal of this post is to encourage customer interaction with Olly’s Facebook page by giving them an incentive of “No Tax & Free Shipping”. Olly is a very unique type of technology, so people may be hesitant to try it. By offering a promotion to reduce costs it may be more appealing to make the purchase.

Reasoning:

 

This post lets the readers know that this robot is coming soon and they have a chance to get one of their own with a little participation. People like to feel a sense of belonging and that their opinions are heard by the brand. In this post, we encourage our followers to send a message about how Olly can improve their life, letting them know that we care what they have to say and we will reward them for telling us. This post follows the general Facebook post guidelines of being 250 characters or less and including an image and call to action “send message” button.

3. Create Awareness / CTA

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Planning Criteria:

 

Audience Consideration: 25-34

Facebook Considerations:

-Hero Image

– Length: 250 characters

– Links

Campaign Objectives:

– Create awareness for Olly Robohub

– Drive traffic to the website

– Reach first-time users and increase sales

– Initiate customer interaction

 

Goal:

 

The goal of this post is to create awareness for the Olly Robohub product and include CTA’s that will drive traffic to the website.

 

Reasoning:

 

This Facebook posts incorporates favorable elements such as the Hero Image of the Olly in a relatable environment to the audience. It also includes a link to the website in the comment box where the call to action is to sign up for the newsletter to receive information about the release date. Lastly and most importantly the post includes a snippet of content from the website which includes a headline, description, url and a “learn more” button that links directly to the site.

Twitter Posts

Twitter Post Criteria
1. Product Information

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Planning Criteria:

Audience Consideration: 18-29

Twitter Considerations:

-Hero Image

– Length: 140 characters

– Hashtags

– Links

Campaign Objectives:

– To create awareness for Olly

Robohub Product

– Create awareness for Emotech

– To increase customer counts on Facebook

– To reach the intended demographic

– Increase web traffic

Goal:

 

The goal of this post is simply to create awareness for the product and the brand. The length of tweets requires you to get to the point so we included a greeting, some facts and a call to action leading to the website. We also included an image that was created for the release of the newest version of the Olly robot.

Reasoning:

 

The tweet is pretty much at maximum length but it’s okay because it includes a link to the website. The call to action is relevant to the goals of the campaign and the purpose of the tweet which is to create awareness for the product and the brand. The image is key in this post because it allows the consumer to visualize the product as if it were right in front of them.

2. Customer Interaction

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Planning Criteria:

Audience Consideration: 18-29

Twitter Considerations:

-Hero Image

– Length: 140 characters

– Hashtags

– Links

Campaign Objectives:

– To create awareness for Olly Robohub Product

– To increase customer counts on Facebook

– To reach the intended demographic

– Increase web traffic

Goal:

The purpose of this tweet is to get customers to engage with the brand.

We decided to use a Twitter based contest/giveaway as the incentive.

Reasoning:

We ask the customers to reply to the tweet and they have a chance to win a free Olly. Doing this type of promotion allows our customers to be our influencers/brand advocates because they will be interacting with our account. The winners of the contest are more than likely to engage even more by tweeting about the win and retweeting our future contest announcements. We want to support the customers who advocate for our brand.

2. Drive Awareness / CTA

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Planning Criteria:

Audience Consideration: 18-29

Twitter Considerations:

-Hero Image

– Length: 140 characters

– Hashtags

– Links

Campaign Objectives:

– To create awareness for Olly Robohub Product

– To increase customer counts on Facebook

– To reach the intended demographic

– Increase web traffic

Goal:

 

Create brand awareness by introducing a hashtag about the Olly product. Getting followers/ twitter users to use the #OllyExperience hashtag. Increasing email list subscribers with the CTA.

Reasoning:

 

The purpose of this tweet is to create a buzz around the Olly product by using a brand hashtag. Hashtags used the right way can be a great way to let our customers do the talking for us. We also want to increase our email database, so our main call to action is to sign up to get news updates about Olly’s release date. This tweet is favorable to Twitter and Twitter users because it is short (under 140 chars) and includes a hashtag, link and beautiful hero shot image showcasing the product.

 

Twitter Post Justifications:

Each Twitter post was based off of the content of the Facebook posts. Because of Twitter’s restrictions and guidelines, I changed the content of each post to make them shorter and include key elements that tweets should include.

Post 1:

The original Facebook post included a lengthy explanation of the Olly Robohub because a longer post is acceptable on Facebook when the content is relevant. Twitter’s restrictions limit the text of the post to be 140 characters, so the post was altered to be shorter, but still has the same message. The image from the Facebook post was changed as well because we wanted to include the Emotech logo in the Twitter post to ensure that the brand has recognition as well as the product. Both posts have the same call to action: Learn more at heyolly.com.

Post 2:

The Twitter post was altered to create a promotion specific to Twitter. The Facebook posts’ call to action was to ask customers to send Olly a message describing how Olly can improve their daily life. The Facebook contest prize is to receive free shipping and no tax on their Olly purchase. We decided to alter the Twitter contest to make it more exclusive for our Twitter audience. The Twitter contest requires the customer to actually reply to our tweet with their reason why Olly would benefit their life, with a chance to win a free Olly (for only 5 people). Seeing as this promo would cost a lot more money, we chose to keep it at only 5 winners. We also wanted to make this Twitter contest different because Twitter is a better platform for quick responses/retweets (exposure)/ brand advocates. Our goal with these contests is to get our customers interacting with us, but also to nurture their influence on their own followers about Olly and the Emotech brand.

Post 3:

The last Twitter post is very similar to the original Facebook post because it contains the same call to action: Sign up at heyolly.com/#about to find out when Olly will be released for purchase. This post was shortened to meet the requirements of Twitter. We also added a hashtag to create awareness for Olly. Our goal is to get our hashtag trending on Twitter.

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