Strategic Online Communication Planby Martin Andanar

Dr Aivee Aguilar-Teo (who)

It is our goal to treat the growing population of men and women (whom) who want to look healthy, young and good (what) through the most advanced invasive, non-invasive and regenerative treatments in Asia (need). Dr Teo

gives patients the benefit of experiencing anti-aging treatment in a first class, exclusive clinic and personalized approach(against whom,so).

Vision

A medical institution providing the gold standard in delivering the latest innovations in skin, cosmetic surgery, hair restoration and stem

cell therapy in the Philippines.

Market.Audience

Online-Aspirational Men and Women.

Message.

Pride. Quality. Exclusivity. Arrived. Reachable. Warm. Sincere.

Corporate Relations Policy.

1. How to communicate with patients 2. How to use logos, write letters and emails 3. Labeling and Packaging 4. Dissemination of Information 5.Exclusive Partner Activities 6. Media Relations 7. Crisis Management

8. Reporting SOP

Communication Tools.

Online: Official Web Platform, Blog, FB, Instagram, Twitter, Vine, Google, Youtube.

Communications Calendar: Schedule of Traditional & Social Media Activity.

Key Result Areas.

Online: Daily Web and Social Network ActivityCalendar: Implementation of communications activity plans.

Sales: Sales through publication and online efforts.Traffic: Website Hits

Resources.

Cost for Publication: Cost for Online Development:

Cost for Online daily maintenance:

Website Essentials: Design. Mobile. Social. Engaging Content. Community. Analytics.

I. Website Design Strategy. who: target market is aspirational people, 18-40.

what: online anti-aging site primarily for the above market. Secondarily to the old, existing market.

Benchmark.

a. Make the homepage photo-centric. People like to see and click attractive photos. Presence of photos should temporarily replace absence in the

clinic.b. Videos should be available. The visitor should know right away that their

is video brand content available apart from photo.

The experience in online “beauty treatment shopping” should be very attractive and “real” enough for viewers to click through.

Social Strategy.

a. Presence in all relevant social media network: Instagram, Facebook, Twitter, Vine, Google Plus, Youtube

b. “Share-ability” is a must, but you got to start a conversation. Ergo, you need content.

c. Converse with all. Answer all queries. Never stop.

Content Strategy.

a. Videoi.Maximum of 60 seconds for a product or endorsement video)

ii. HD quality using an hd video cam for product videoiii. Iphone video quality for shop endorsements

b. Photosi. at least 10 mega pixels quality on a clean background

c. Short Blog (Maximum of three sentences).

Incorporate a short “blog” for each product video and photo.

Writing a blog strikes a “social conversation” in your own website, makes you look like an expert and capitalizes on the brand equity of what you are selling. These could lead the shopper to buy from you!

d. Well executed captions.

Community Strategy.

Build and nurture social communities around your store, service or product.

These social communities should direct online visitors if you are actively engaging and consistent with your content.

Analytics Strategy.

Numbers game: How many likes, shares, whats the price, how many bought, how many viewed this product, how many stocks?

Sample: Views, Likes, Shares, Comments, Unique Views, Gender, Age, Affinity

Analytics: Unique Video Views

Analytics: Gender

Analytics: Age

Analytics: Affinity

Analytics: Direct vs Social

Analytics: Direct vs Social, June 1-20

Thank You!Martin Andanar, Head & Developer of News5

Everywhere, BalutRadio.com, Tv5 Everywhere, Tv5

Philippines