Section B: Logistics

Social media sales funnel:
- Helps you understand all of the stages that a social media campaign will go through in order to be successful.
- Details the stages from creation to feedback.
- Some tools and functions of the social media channels will be used throughout.
- Objectives and stages aimed at continually building audience awareness.

















Genrate leads:
- involves creating awareness
- SEO involves affecting the visibility of a website in a search engine.

Build Credibility:
- Brand is reinforced across social media profiles

Stay top of mind:
- Not about middles posting/tweeting on social media - messages should be frequent and timed
- Keep the rand in the audiences mind throughout the campaign.

Drive to sweet spot:
- What is being offered that the consumer can't get anywhere else? (USP).

Strengthen relationships:
- Continuous updates
- Reinforce connections with the consumer

Earn referrals:
- Feedback on the campaigns success
- Reviews

Staff and personnel:












Justification of content:
- Channel capabilities
- Referes to the type of social media and the function it offers
- Twitter word count - restrictions enmesh the content available must be extremely focused.
- IG has similar word restrictions - more image and video-based, would be the primary method of addressing consumers.

Mode of address:
- The way in which content is written, and how it 'speaks' to the audience.
- Mode of address depends on who or what is posting
- Celeb promoting a product = informal
- Professional post = formal


 Facebook for the social butterfly
- Best for: Giveaways, sharing shop news, press, blog posts, behind-the-scenes action, reaching a broad audience of many generations, linking to products and content
- Not good for: Reaching younger audiences, including teens

Pinterest for the curator
-Best for: Trend-lovers, on-trend products, visual thinkers
-Not good for: Extensive or timely copy
-You can get tips and share to Facebook, Pinterest, Instagram, and Twitter in Etsy's social media tool.

Instagram for the visual storyteller
-Best for: Strong visuals, hashtag campaigns, cross-promotion, attracting influencers, giveaways, behind-the-scenes action, reaching teens and millennials
-Not good for: Very long copy


Twitter for the wordsmith
-Best for: Succinct copy, reposting, direct messaging, quick interactions with customers, retailers and influencers
-Not good for: Long copy


Facebook:
- Highly interactive channel where you can use your naturally high social nature to your advantage.
- build relationships with customers.
- Great way to keep customers in a daily loop.
- Spread the word about new products.

Pintrest:
- Seeing how creative trends are being interpreted by the site's creative users can inspire new products for your shop.
- Used to plan future events.
- In addition to occasionally posting new products, savvy businesses owners approach the site as a place to document inspiration for future collections.
- Can show popular trends and colour scheme.

Instagram:
- Highly social and incredibly visual
- Visual and interactive
- Use creative hashtags
- Help you reach potential customers that you may not necessarily follow

Twitter:
- If you are opinionated, topical and direct, this for you.
- Good tool for quick interactions with customers and other retailers or influencers.


Disney used Instagram and a witty caption 'turn over a new leaf' - informal, aimed at a childs audience.

Evaluating the campaign:
Has the campaign met the original goals?
Analytic tools can be used to ascertain this ^^
Theses can be measured throughout the social media funnel.
Can be sued to ascertain how awareness has been created.

Are ppl visiting the site?
Number of likes, retweets, favourites, tags, shares
Number of page views
Users' linger times
Conversion rates
Should also evaluate against the original targets, and receive feedback from the client regarding the campaigns success
Is audience awareness maintained, increasing or decreasing?

Sentiment Analytics:
- Automated systems that look at audiences content, comments etc. and analyse for positives/negative reactions.
If this is conducted throughout the campaign, rather than at the end, changes can be made to improve efficacy.





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