A part of my application for a HiBaby internship

2. 1.WHAT IS ASKED TO MAXIMIZE
-WHAT IS THE THING
-IDEAS / GOALS
2.MY PROPOSAL
-DIGITAL MARKETING MISSION STATEMENT
-LONG TERM OBJECTIVES (12 MONTHS)
-SHORT TERM OBJETCTIVES (3 MONTHS)
-ABOUT THE TARGET AUDIENCE
-WHAT ARE BUYER PERSONAS
STRATEGY
-LONG TERM
-SHORT TERM
TACTICS
-HIBABY BLOG
-MANAGING TWITTER
SUMMARY
3.EXPLANATION
4.THANK YOU

5. SALES
A CORRECT USE OF THE SOCIAL MEDIA
CHANNELS CAN BE DIRECTLY LINKED TO
SALES AND PURCHASE INTENT BY
GENERATING LEADS AND SALES WHICH
ARE ACTIVATED ONLINE AND OFFLINE.
COMMUNICATION
ENCOURAGING ONGOING ENGAGEMENT
COMMUNICATING BRAND PERCEPTION
AND KEY BRAND MESSAGES
COMMUNICATE UPDATES AND OFFERS
ENCOURAGING DIALOGUE TO FIND OUT
MORE ABOUT HIBABY
REPUTATION MONITORING AND
MANAGEMENT
CUSTOMER SERVICE
• PROVIDE INFORMATION
TO RESOLVE CUSTOMER
SERVICE ISSUES
• IDENTIFY DISCUSSED
CUSTOMER ISSUES AND
RESOLVE THEM

7. “Our vision is to create a digital
space where people will find and
share guidance, resources and
discussion about babies, like picture
and video sharing, but also,
interaction for advice. This is aimed
at increasing our awareness and
credibility through showing our
understanding of key issues and
developments in the matter.”
This could be an example of vision

8. Around 10 qualified leads generated in the second half of the year
Increased visibility for HiBaby, generating at least 1,000 Twitter followers and 1,500
additional visits a month to the HiBaby website from social media.
Establish HiBaby as a commentator on the baby world issues through
producing a minimum of one weekly blog post advising on baby topics & baby photos
and video sharing
Broaden thought-leadership shown across the industry, through writing at least 6
guest posts on industry news sites and blogs
Relationships nurtured with potential clients by achieving at least 500 downloads of
a PDF guide; adding at least 500 names to our email database, and staying in contact
with them through monthly newsletter

9. Set up our social media platforms and blog that are missing, and established a
brand ‘look and feel’ to which they will conform
Become familiar with the social media platforms and comfortable using them
Built up a schedule of our social media activities for the next three months
Built up a stock of blog posts at least a month ahead
Generated at least 200 relevant followers on Twitter
Attracted a considerable number of visits to our blog
Increased the number of followers on our Facebook page

10. ABOUT THE TARGET AUDIENCE
Working together with the management team and interviews
with current and potential customers, we can develop some
‘Buyer personas’ who represent our ideal targets for this
social media campaign.

11. Research-based archetypal (modeled) representations of who buyers are, what they are
trying to accomplish, what goals drive their behavior, how they think, how they buy,
and why they make buying decisions.
HELP HIBABY GAIN A DEEPER
UNDERSTANDING OF
BUYERS AND THEIR BUYING BEHAVIORS
THIS HELPFUL UNDERSTANDING IS AIMED
AT INFORMING DECISIONS ON
MARKETING AND SALES STRATEGIES
WHAT ARE BUYER PERSONAS?

12. STRATEGY

13. Content: To publish information that is genuinely useful to potential clients, for the
mission statement, drawing them closer to us and establishing us as experts in our
field
Audience: To target the three groups represented by the buyer personas
Interaction: To use the social media platforms to interact with our target clientele by
using social media to push potential clients towards our ‘home ground’, the website,
the Facebook page, the twitter account and perhaps a new blog where they can
learn more about our services
Convert: To collect their email addresses or contact details to identify prospects and
discuss our services with them further. Encourage download of the company videos
and a new pdf brochure.
To actively pursue opportunities to write on other popular forums and sites in our
industry (press coverage)

14. Start implementing points 1-4 of the long-term strategy
Start working in the social media platforms that are missing
Focus on establishing a smooth procedure for the production of blog posts and longer
written material, including a schedule
Build up a very strong core of at least 150 relevant Twitter accounts to follow and
target as potential clients
Spend time daily browsing Twitter and Facebook feeds, as well as relevant blogs in the
industry, to familiarize ourselves with the platforms

15. Time: 1 hour 30 minutes / day (including blog writing, ideal by various staff members); not
including development of social media schedule) + 3 hours a month to produce newsletter
Budget: 5 euros / week for photos
IT WOULD BE GOOD TO REEVALUATE THE
STRATEGY IN THE NEXT 3 MONTHS
Framework and platforms
TARGETING
KEY PLATFORMS

16. The blog could a good focus for our social media strategy. It will
house all the main original content, and we will use the other
social media (Facebook, Twitter, Pinterest…) to drive visitors to
it.
The fast goal for the blog is to learn how to use it, to produce
the right kinds of material and to begin to build up our visitor
numbers.
In the future, it can be used to generate enquiries, to get
visitors’ details and build up your email list.
Managing HiBaby blog

17. Time allotted
2 hours / week blog writing
15 minutes / week to post blog, respond to comments
Targets
1 good blog post a week
300 visits to blog over 3 months
Measurement
Google Analytics
checked every two weeks
Responsabilities
write content, coordinate the production of
blog posts, monitor and reply comments
Budget
1 euro / week for photos

18. REQUIREMENTS
The blog will be built in easy-to-update Wordpress using a modified
existing theme tailored to HiBaby’s branding, or (for best results) a a HiBaby
specific theme that could be designed by the website designer.
There will be a facility for visitor comments
The design must take into account that we may wish to advertise a free
PDF or other resource through the blog to spread all over the audience.
Each blog post will include a good-quality picture from Fotolia or similar
site online, free images can be used with good results, but for a small
quantity you can get stunning images.
Paragraphs will be short

19. Post frequency: A post a week (to start with)
Days: Experiment to see which day attracts most traffic: we could try
Mondays in February, Wednesdays in March and Thursdays in April
Time: Experimenting with time I can see what works better
Comments: Set up an email notification system so we can respond to
comments as soon as they are posted
When to post

20. The goal of the blog posts would be to provide information and advice that our target
groups find genuinely useful.
The focus must be on helping with their problems and goals, not writing only about the
app.
Material directly about the company should make up no more than one in four blog
posts.
Schedule one post a month for each of our target groups
Try to include relevant key words for SEO purposes
At the end of every post, include the next step we want them to take to engage more
closely: for example, a link to another relevant post, or to an advertised job.
Each post should include a large, related picture
Define a set of 10-15 hashtags to highlight the content we’re sharing
What to write

21. Each post will be linked to the social media on Twitter,
Facebook, Pinterest, Instagram, Google plus…
Include key words in each post that will help SEO
Links to be sent to contacts in monthly newsletter
Include a link to the blog on employees’ email signatures,
all presentations, to spread it efficiently.

22. PURPOSES
To expand the reach of the brand and show that we are thought-leaders
To drive traffic back to the blog and other social media
To engage with potential clients
KEYS
Post material that is of genuine interest to the target audience. Follow people
who are of potential interest to us, both in the hope that they will follow us
back, and so that we can respond to their own tweets and build up a
relationship with them.

23. Time allotted
20 minutes a day to post links on Hootsuite or similar
15 minutes a day reading feed and engaging
1 hour / week building up follower list
Targets
• Post 6 Tweets a day + daily
interaction with 3 target tweeters
using Hootsuite to tweet with
campaign code tracking.
• Get 4 retweets or favourites
mentions per week by end of 3
month
• 150 visitors to blog via Twitter
• Build up an audience of 250
followers
• Follow 250 relevant accounts
Measurement
Hootsuite reports integrated
with Google Analytics
Twitter counter
Twitonomy
Responsabilities
Write and post tweets, build up
follower list and engage
Budget
3 euro / week for photos

24. Where possible, include a picture in the tweet
Use only to shorten links
Where possible, use baby related hashtags to draw attention to the
tweets
When posting links, try to include a comment on, or introduction to the
content
Where possible, encourage conversation by posing questions (“Do
you agree?” “What do you think?” “Tell us about your experiences”)
Tone: Professional, friendly, entertaining, slightly opinionated

25. Monday – Friday (at the beginning)
Try different combinations through the week to see the response
Space out tweets evenly throughout the day
Post the link to the blog once a day each week, at different times of the
day (and with slightly different titles)
When to post

26. One link daily to that week’s blog post
Three links to third-party material. These can be retweets (not from
competitors) or links to articles, videos, photos that are of interest
Two original messages that will interest our target audiences:
Tips
Facts
Questions that spark conversation
Observations about the industry
Comment about something related to babies
#FF (Follow Friday) – link to someone with whom we are trying to engage
The themes outlined for the blog should be used as guidelines for our Twitter
content as well
What to write

27. Build up strong core of people HiBaby follows in order to interact with
them and (possibly) get followed in return
Use Twitter’s list feature to track particularly important potential
clients and contacts, and interact with them often
Use baby hashtags so that we are easily found
Make sure that buttons / links to the Twitter account are clearly
visible on staff’s business cards, email signatures, the blog and other
pages like HiBaby website

28. WHO TO TARGET
Anyone fitting into the buyer
personas
Accounts belonging to parents or
people with baby profile pictures
Influential Twitter users in the sector
Competitors
HOW TO FIND THEM
Search for specific companies / names we
already know we want to target
Find existing clients who fit the profile and
see who they are interacting with
See who is using baby-related hashtags (#)
Use Klout to see who is influential in the
industry
HOW TO INTERACT WITH THEM
Daily, reply to at least three posts by groups one and two and influential Twitter users
(do not reply to rivals).
Separate the top 50 people with whom we would like to work into a list (can be
hidden from the public) and check it every day in order to interact with them.
How to target

29. OBJECTIVES SUBSTANTIATION STRATEGIES TO ACHIEVE
GOALS
KPIS
(CRITICAL SUCCESS FACTORS)
OBJECTIVE 1:
REACH
INCREASE VISITS TO SITE
BY 1500 PER MONTH
ADD ABOUT 1000 TWITTER
FOLLOWERS THIS YEAR
THIS IS REALISTIC BASED ON
LEVELS OF FOLLOWERS AND
VISITS THAT COMPETITORS
ACTIVE IN SOCIAL MEDIA
ARE GETTING
 BLOG POSTS – SOCIAL
SHARING AND SEO OF
ARTICLES
 INFLUENCER OUTREACH IN
FACEBOOK & TWITTER
 GUEST POSTING
INCREASE VOLUME/% OF
 NATURAL SEARCH VISITS
 VISITS FROM SOCIAL MEDIA
SITES
OBJECTIVE 2:
ACT
GENERATE 500
DOWNLOADS OF A NEW
PDF GUIDE AND PROFILE
CONVERSION RATES  FEATURING PDF WITHIN
BLOG POSTS AND ON
SOCIAL MEDIA
 FEATURING PDF IN
NAVIGATION AND
RESOURCE SECTIONS OF
BLOG
 NATURAL SEARCH
CONVERSIONS
 NEW CONVERSIONS WHERE
REFERRER IS SOCIAL MEDIA
OR DIRECT.
OBJECTIVE 3:
CONVERT
SOCIAL MEDIA
DOWNLOADS TO ‘’x’’ SALES
LEADS
CONVERSION OF CAPTURED
PROFILES TO MARKETING
QUALIFIED LEADS
 EMAIL WELCOME FOLLOW-
UP FROM DOWNLOADS
 PHONE FOLLOW-UP OF
RELEVANT PROFILES
 LEAD CONVERSION RATE
OBJECTIVE 4:
ENGAGE
IMPROVE RETURNING SITE
VISITS BY 20%
IT CAN MEASURED IN
GOOGLE ANALYTICS
 NEWSLETTER FEATURING
CONTENT FROM SOCIAL
MEDIA
 CLICKTHROUGHS FROM
SOCIAL MEDIA FOLLOWERS
 RETURNING VISITS FROM
SOCIAL MEDIA

30. But these were just examples, obviously, each social
media channel has to have its own strategy.
For example, I developed an strategy
for the existent channel of Twitter. But
strategies should be developed for the
rest of existing channels:
For example, I developed an strategy
for inexistent channel of blogging,
which could be very interesting for
the company. Channel ideas
could be:

31. Thank you for your time checking this presentation and
I hope you like it enough to give me an opportunity