SMMUCLA

SOCIAL MEDIA MARKETING PLAN

Francesco De Toni

Michael Uemura

Spring quarter, 2013

About Cornetti

Cornetti is a brand created by Claudia Aragon in 2012

to design and distribute high quality sandals

Sandals made in

fine suede

Handmade in the Amalfi Coast

(Italy)Designed in Los Angeles

1 Line

12 individual products

“Cornetto”: typical good

luck charm from

southern Italy

Each model takes it name

from a beach in the Amalfi

coast

Current integrated marketing strategy

Mission: • Become leading high-end sandal brand

Strength points:• Contemporary Designs

• High quality materials

• Southern Italian lifestyle

During the next one year, Cornetti seeks to achieve the

following financial and nonfinancial goals.

Financial Goals• Obtain financing

• Increase revenue by 1.8%

Nonfinancial goals• Increase the brand exposure and generate brand

recognition among consumers

• Introduce 2 new product lines

• Expanding to accessory leather goods

(clutches, wallets, small handbags)

• Maintain strong relationships with current retailers

• Increase distribution; expand presence in retails stores

from 12 to 160

• Expand to new, domestic, geographic locations

• Develop a successful Internet site

Marketing Mix

Product: fine suede high quality sandals

Price: from $110 to $250

Place: present distribution channels

– Online store (www.icornetti.com), selling in

all United States

– High-end boutiques . At the moment

Cornetti sandals are sold in 12 retail stores in

Southern California (Los Angeles

area), Central California and Northern

California

Promotion: promotion still have to be

implemented; current promotion strategy

includes many elements to be implemented

during the next 6 months in order to increase

the brand exposure:

– Advertising (fashion magazines, industry

magazines, newspapers, online

advertising, direct mail and email, catalogs)

– PR

– Presentation to retailers in trade shows

– Sales Promotion (coupons, POP)

Why implementing a social media marketing strategy?

Situation Analysis

• Right now the priority is to increase the brand visibility.

• In particular, the visibility of the brand online is very low.

• The term “Cornetti sandals” is searched less then 10 times per month on Google in U.S.(Source: Google AdWords Keyword Tool: https://adwords.google.com/o/KeywordTool)

• Cornetti presence on social media: Facebook profile (195 followers; low engagement); Instgram profile (215 followers; 14 hastags)

Objectives of Cornetti’s social media marketing plan

– Increase the visibility of the brand and final consumers’ awareness

– Engage with customers and consumers in order to increase their belongingness and loyalty to the brand

– Listen to costumers’ needs and feedback in order to improve the quality of the experience related to the product

and get directions for the development of new product lines

– Increase sales

How social media will complement the current integrated marketing strategy

– The social media marketing strategy will be part of the recently planned marketing strategy and will be

implemented over the next 6 months

– The social media strategy will interact and will be integrated with the overall promotion strategy in order to

increase the brand visibility and the customers’ engagement

– The social media strategy will interact and will be integrated with the online website in order to increase online

sales

– Feedback provided on social media by customers will be used to improve the products and the related services

Target market – Demographics

•Income: more than $70,000 per yearAmerican consumer units’ average expenditure in footwear is $327

per year. Consumer units with a $50,000 to 69,999 income, spend

on average $332 per year in footwear. Consumer units with an

income of $70,000 or more spend on average $484 per year in

footwear. Since we want Cornetti sandals to be a luxury

product, we are targeting to those households that spend the most

in footwear. Source: Consumer Expenditure Survey by U.S.

Bureau of Labor Statistics (http://www.bls.gov/cex/).

•Sex: women

•Age: 20-45The product is designed mostly for a young market.

Moreover, consumer units in which the reference person’s age is

25-34 or 35-44 are two of the three consumer groups that spend

the most in footwear (people aged 25-35 spend $372 per year;

people aged 35-44 spend $400 per year). Source: Consumer

Expenditure Survey by U.S. Bureau of Labor Statistics

(http://www.bls.gov/cex/).

•Family size: 1-4 people

•Oldest child age: more likely 6-17; less likely

under 6 (families with children under 6 the have

a lower expenditure in footwear and women

apparel they are more concentrated on kids’

needs)

•Education: college graduates

•Occupation: managers and professionalsSource: American FactFinder of U.S. Census Bureau

(http://factfinder2.census.gov)

Socioeconomics

•Higher spending on footwear

•Care much about their physical appearance

•Are interested in fashion

•Highest awareness about design and aesthetic value

•Look for higher quality product and think that higher quality

implies higher price

•Perceive “made in Italy” fashion products as high quality

products

-----------------------------------------------------

•Early adopters (they are leaders in fashion tendencies in their

reference groups)

•Achiever

•Extrovert (they spread the word about products they like)

Personality

•Needs to satisfy: emotional (self-esteem and status)

•Benefits sought: elegant and innovative design; made in Italy;

artisan product; luxury product; make the consumer feel

attractive; make the consumer feel superior

•Brand familiarity: brand non recognition. One of the objectives

is to make the consumer srecognize the brand

•Type of problem solving: extensive (high

involvement, infrequently purchase item, expensive, high

risk, much information desired)

Buying behavior

Target market – Demographics

Geographic location of potential customers

Country: United States

On the basis of the characteristics of selected Nielsen segments, we have been able to identify the geographic location of potential

customers within United States

– Region: mostly Northest and West. The majority of potential customers live in following states: California, Virginia, New York, New

Jersey, Florida, Texas, Maryland, Colorado

– Urabnicity: mostly urban , suburban and second city

Nielsen’s MyBestSegments

The characteristics we have selected about Socioeconomics of our potential customers allows us to identify which of the segments

identified by Nielsen’s MyBestSegments online service constitute our target market. Theses segments provide us with important

information about the geographic location of our target market and about its size. They also provide us with useful extra information

about the Personality and the Buying behavior of our target market. We have identified 7 Nielsen segments, which are listed below.

Chracteristics of selected segments

– Movers & shakers: rank near the top for owning a small business and having a home office

– Young Digerati: filled with trendy apartments and condos, fitness clubs and clothing boutiques, casual restaurants and bars

– Country Squires: enjoy country club sports like golf, tennis, and swimming as well as skiing, boating, and biking

– Winner’s Circle: big spenders who like to travel, ski, go out to eat, shop at clothing boutiques, and take in a show

– Executives Suites: comfortable homes and apartments; downtown jobs, restaurants, and entertainment

– Brite Lites, Li’l City: swank homes filled with the latest technology

– Bohemian Mix: funky row houses and apartments; early adopters who are quick to check out the latest

movie, nightclub, laptop, and microbrew

Target market – Technographics

– 71% of women use social media

– 66% of the people with an HH income of $75,000 or more are social

media users. This percentage is quite similar for all the HH income

ranges

– 83% of the people aged 18-29 use social media; 77% of the people

aged 30-49 use social media (the percentage of social media users in

this age range is increasing)

– 65% of the people with a college degree use social media. This

percentage is quite similar also for people with just a high school

degree or some college

– 70% of urban population and 67% of suburban population use social

media. The percentage is lower in rural population (61%)

From these data we can estimate that about

the 75% percent of our potential customers

are social media users

– Both Facebook and Instagram are popular among young (18-29)

women. Pinterest is popular among women in general. Twitter is

popular among young people (18-29), but not specifically women.

Therefore, Facebook, Instagram, Pinterest and Twitter must have

a central role in our social media marketing strategy. Twitter is

important, too.

Source: Mashable.com (http://mashable.com/2013/04/12/social-media-demographic-

breakdown/)

Target market – Technographics

48 47

35

86 85

3

31

43

24

7478

10

22

31

17

57

70

18

0

25

50

75

100

Creators Critics Collectors Joiners Spectators Inactives

Social media usage habits of women in United States

18-24

25-34

35-44

Source: Forrester’s Social Technographics Profile analytics tool (http://empowered.forrester.com/tool_consumer.html)

Exposure and engagement

Analyzing the data about the social media usage habits among women in United States, we observe that the

most active creators and critics of social media content aged 18-24, while elder people tend to be just joiners

and spectators (25-34) or spectators only (35-44). Therefore, we expect that our social media plan will

increase the brand exposure among all its potential customers who also are social media users. On the other

hand, engagement strategy is expected to be more effective among the younger subsegment (age 20-34).

Target market – Market Size

To estimate the total target market size, the data obtained from Nielsen segments have been used. Than the

social media target market has been estimated as the 75% of Cornetti’s total target market.

The percentage of single man with family in U.S is the 4.7% of households. The percentage of non-family households in U.S is

33.8% of households. Furthermore, in U.S. there are more married man (50% of total amount of men) than married women (45% of

total amount women). Moreover, women are 5% more than men in U.S. Thus, we can estimate that the 40% of the American non-

family household are men. Therefore, we can estimate that the single men without family constitute the 13% of households. From the

data collected above we can estimate that the percentage of single men with or without family in U.S. constitute the 17% of

households.Source: American FactFinder of U.S. Census Bureau (http://factfinder2.census.gov)

The total amount of all households in considered Nielsen’s segments is 11,525,025. Assuming that the distribution of single men is

homogenous within American population, if we subtract 17% to 11,525,025, we have 9,565,771 units. Considering that some single

men could buy/pay the sandals as a gift for fiancées, daughters, etc., we can estimate the market size between 9,500,000 and

11,500,000 units.

Total Cornetti’s target market size: between 9,500,000 and 11,500,000 people

75%

Target market size on social media platforms: between

7,125,000 and 8,625,000 people

Target market – Competitors

Three of Cornetti’s major competitors are the following leading brands: K.Jacques, Ancient Greek Sandals, and

Amedeo Canfora. Like Cornetti, these brands sell high-quality and high-priced leather sandals made in Europe.

Competitor Facebook Instagram Pinterest Twitter Blog YouTube

K.Jacques

On average prices are 20%

higher compared to

Cornetti’s; calfskin leather

(no suede used); factory

made sandals; simplistic

design without

embellishments; online store

2,354 Followers

Almost all the pictures

and the posts are about

the products or about

the production process

or about celebrities

wearing the products;

on average 30-40 likes

per post; few comments

No Instagram

profile

About 800

hashtags

(mostly

#kjacques)

No Pinterest

profile

Many pins of

K.Jacques’

sandals;

pictures have

between 1 and

120 repins

No Twitter

profile

The hashatag

#kjacques has

been used 0-5

times per day

in the last 21

days

No

blog

No YouTube

channel

6 videos about

the brand

Ancient Greek Sandals

On average prices are 20%

higher compared to

Cornetti’s; calfskin leather

(no suede used); handmade

sandals; both simplistic

and elaborate design with

some embellishments;

online store

9,863 Followers

Almost all the pictures

and the posts are about

the products ; on

average 40-50 likes per

post; few comments

1082 Followers

About 420

hashtags

(mostly

#ancientgreeks

sandals)

No Pinterest

profile

Few Pins

238 Followers

295 Tweets

The hashatag

#ancientgreeks

andals has

been used 0-3

times per day

in the last 21

days

No

blog

No YouTube

channel

About 20

videos about

the brand

Amedeo Canfora

On average prices are 20%

higher compared to

Cornetti’s; calfskin leather

(no suede used); handmade

sandals; both simplistic

design with jewellery

decoration and other

embellishments; online store

6,356 Followers

Almost all the pictures

and the posts are about

the brand, its history

and its products ; on

average 30-40 likes per

post; few comments

No Instagram

profile

1 hashtag

(#amedeocanfo

ra)

No Pinterest

profile

About 30 pins

238 Followers

432 Tweets

Very few

hashtags over

the past year

No

blog

The brand has

produced a

promotional

video that is on

YouTube. (143

views).

However, the

brand doesn’t

have a channel

Target market – Brand Positioning and Market Trends

Amedeo Canfora

Ancient Greek Sandals

K.Jacques

Cornetti

More embellishments

Fewer embellishments

Elaborate designSimplistic design

Positioning

Cornetti is competing with all the

aforementioned brands. The closest

competitors is K.Jacques. What

differentiate Cornetti from competition is the

fact that the majority of Cornetti’s sandals

are made with suede.

Competitors’ presence on social media is

not very strong. However, compared to

them, Cornetti’s presence on social media

is still very weak.

Market trends

Despite the financial crisis of the last few years, the sales of luxury apparel and

accessories are expected to grow 4-5% in 2013. Demand will be sustained

mainly by young people who have high incomes but are not yet wealthy. Though

they spend less than those with established fortunes, they are ten times more

numerous. Europe still remains the single biggest luxury market, but the industry

has experienced shrinkage in recent years due to recession and a shift in

purchasing patterns. The United States market the second largest one in the

world and is expected to grow .Source: http://www.usatoday.com/story/money/business/2013/05/16/global-luxury-goods/2166269/

Social media strategic overview

The social media strategy aims to reach the objectives stated in slide #4. For each objective a strategy has been defined.

1) Increase the recognition and visibility of the brand. Maximize the brand exposure by improving its current profiles on social

media platforms and setting up new ones on other selected platforms. Increase the visibility of the product on business review

websites and fashion blogs. Make accessible online all the information about the brand and its products (contacts, brand

history, information about the quality and the manufacturing process of the sandals).

2) Foster the engagement and the belongingness of the customers with brand. Engage the customers and potential

customers by posting relevant and original content on a regular basis. Create a social media community where customers

become fans of the brand. Inside the community the fans are supposed to:

– Share the brand content

– Share their own self-produced content

– Give feedback to the brand about their experience with the product

3) Listen to costumers’ needs and feedback. Listen carefully to what consumers say about the brand on social platforms. Never

ignore customers’ feedback and always reply to questions.

4) Increase the sales. Each of the social media profiles of the brand must be directly connected to the brand website. Always

show a clear call to action that direct the potential customers to the brand website.

What kind of content

The brand must avoid posting just self-promotional content. Instead, it must also post content which is relevant to its customers and

add some value to the conversation with them. Our content strategy will focus on two aspects:

– creating a story and a set of positive experiences around the product

– giving useful advice about shoe fashion, aiming at becoming a thought leader in this field

The story will deal with the Italian manufacturing of the product and its connection with Italy and Italian aesthetic values. The

experiences will include fashion events involving our sandals; Italy and Italian lifestyle; sharing of customers’ own experiences with

our products (photos, posts).

Advice will be given and discussion will be fostered about women fashion, women shoes and fashion trends.

The ratio between fashion content and promotional content must be at least 3:1.

The hashtag. The hashtag #cornettisandals will be always included in each element posted (posts, picture, tweet, video) on any

social media profile. In this way Cornetti’s content on social media platforms will be always “branded” and easily traceable.

Tactics – Facebook

At the moment Cornetti’s Facebook page is just focused on presenting pictures of the

products. The pictures have few likes, the comments are few, and the page has 195

followers. Our aim is to diversify the content in order to raise the number of followers

from 195 to 5000 over the next 6 months and to increase the engagement

(comments, likes, and sharing).

– Daily posts will be published about women fashion and shoe fashion news (both

original content and shared link)

– Discussion will be fostered by posting a question once a week. The questions will be

about fashion or (less often) about Cornetti sandals (“Do you like sandals with many

embellishments?”, “Do you prefer suede sandals rather than calfskin ones?”)

– Links will be shared about the customers’ experience with the brand

(pictures, stories) and their opinions about fashion. A Facebook album called “Have

a Cornetti day” will be created to collect the most beautiful pictures shot by the

customers showing their positive experience with our sandals.

– Promotional posts and pictures will be published about Cornetti’s sandals. The

YouTube video showing the handmade production process and the story of Cornetti

sandals will be embedded in Cornetti’s Facebook page. Since each model of Cornetti’s

sandals got its name from a beach in Amalfi coast, an album (called “La dolce vita”)

will be created to show beautiful pictures of Amalfi coasts and its beaches. An album

(called “Cornetti outfit”) will be created to collect pictures and videos from

Instagram, Pinterest and Vine showing Cornetti sandals with matching clothes.

– Facebook will be the central platform of our social media strategy. All the content

published by the brand on other platforms will also be cross-posted on Cornetti’s

Facebook page.

Facebook Ads campaign

Financial allocation: $300 per month

System adopted: we have chosen to use a CPM system rather than

a CPC one, since our primary objective is to increase exposure

We have chosen 3 segments. $100 will be invested each month for

advertising to each segment.

1) Women, aged 20-45, living in United States, who like “shoes”

2) Women, aged 20-45, living in United States, who like “fashion”

3) Women, aged 20-45, living in United States, who like “luxury”

For each segment, the advertising campaign has the following

characteristics:

Budget: $100 per month

Pay per thousands impression: $1.85

Maximum amount of impressions: 54,000 per month

Tactics – Facebook

Tactics – Instagram

Cornetti already has an Instagram profile. It has 215 followers and 26 photos. All the photos are about the brand

products. On average each photo has 12 likes. Engagement in comments is very low. There are 14

#cornettisandals hastags. Our objective is to raise the number of followers from 215 to 4000 and to increase

the engagement (on average 80 likes per picture; 800 hashtags) over the next 6 months.

Instagram is expected to be the most important platform

where our customers can share they experiences with

Cornetti sandals. We will repost the best photos posted by

our customers’ with the #cornettisandals hashtag. Best photos

will also be collected in the “Have a Cornetti day” album of our

Cornetti’s Facebook page and Pinterest profile.

Promotion on Instagram will also include the following points.

– Post pictures of Cornetti sandals

– Post pictures of Cornetti sandals with matched clothes in

order to provide our customers with interesting ideas about

what they can wear.

– Post pictures of fashion and promotional events

Statigram will be used to manage and monitor our content on

Instagram.

Tactics – Pinterest

A Pinterest business account will be created for Cornetti sandals. Our objective is to gain 4000 followers over

the next 6 months.

4 boards will be created.

1) “Cornetti sandals”: in this board we will pin promotional

pictures of our sandals.

2) “Cornetti outfit”: in this board we will post pictures of Cornetti

sandals with matched clothes in order to provide our customers

with interesting ideas about what they can wear

3) “La dolce vita”: in this board we will pin and repin beautiful

pictures of the Amalfi coast. There will be at least one picture for

each of those beaches from which Cornetti’s models take their

names.

4) “Beautiful apparel”: in this board we will repin pictures of

women apparel we like (shoes are obviously exluded). Especially

we will repin the pictures about women apparel pinned or

repinned by our customers in order to foster the conversation with

them.

Each pin about our sandals will direct to Cornetti’s online store

through the Pinterest “website” button

In the future new boards will be created to pin new sandal and

accessories collections.

Tactics – Twitter

A Twitter account will be created for Cornetti sandals. Our objective is to gain 2000 followers over the next 6

months.

Brand promotion

– Tweet about content published by the brand on other social

media platforms (Facebook, Instagram, Pinterest, WordPress, Vine).

Bitly short links will be used to direct to the content.

– Give real-time updates about the brand activities, like promotional

events or attendance to fashion events

Build thought leadership in fashion

– Tweet or retweet interesting news about fashion

Increase the engagement

– Listen to customers’ and potential customer’s interests, needs

and feedback. Foster the conversation with consumers on Twitter by

posting questions

– Contact celebrities and start conversation with them in order to

get their endorsement for Cornetti sandals.

Hootsuite will be

implemented to

better the

management of

tweets (editorial

calendar) and

retweets.

Tactics – WordPress

A WordPress account will be created for Cornetti sandals. Our objective is to get 40-50 views per day by the

next 6 months.

Why choosing WordPress as blogging platform

Since Cornetti is a fashion brand, it is fundamental to choose the blogging platform that offers the best tools to improve the design

and the look of the blog. WordPress has been chosen over competitors (Blogger, Tumblr) because it has a distinguished

reputation for advanced technology and top-notch design. Compared to competitors, WordPress offers a wider range of themes

and graphics styles. It also offers a better choice of widgets and plugins to enhance the look, feel, and functionality of the blog.

Moreover, WordPress allows you to self-host your blog (Blogger doesn’t).

Source: http://www.verticalresponse.com/blog/blog-wars-wordpress-blogger-tumblr-which-platform-rules/

2-3 posts per week will be published

– Give useful advice about how to match shoes with clothes

– Post interesting news and interviews about fashion

– Post opinions about most up-to-date fashion trends

– Post news about the brand (events, new lines, etc.)

– Create a page dealing with the story of the brand, the Amalfi coast

and the a handmade production process

Almost each posts will include a question to the audience, in order to foster conversation and engagement.

We will contact influential fashion bloggers in targeted geographic area (at the moment mainly California)

and try to have Cornetti’s blog feature them. Our objective is to get the influencers’ endorsement, attract their

audience to our blog and increase the brand visibility.

Tactics – YouTube

A YouTube account will be created for Cornetti sandals.

YouTube will be used for 2 purposes.

1) Promotion. A general promotional video will be shot

and uploaded on Cornetti YouTube profile. The video will

show the story of the brand, the location of production

(Amalfi coast) and the production process. The video will

be also embedded in Cornetti’s Facebook profile and in

the WordPress blog. Also some videos about Cornetti

promotional events could be uploaded and then cross-

posted on Facebook, Twitter and Wordpress.

2) Vlogging (optional/opportunity). YouTube could be

used as a vlogging platfrom, Some how-to videos could

be shot about fashion. Topic would include how to match

shoes with clothes and accessories, how to recognize the

quality of shoes, etc. The videos would then be cross-

posted on Facebook, Twitter and Wordpress. However, at

the moment Cornetti’s social media plan can be

implemented by just one person (the owner of the brand).

Thus, it is not sure if she will had enough time to manage

the vlog. Nonetheless, the vlog is a very interesting

opportunity and an advisable choice.

Our objective is to get 5.000 views for the general promotional video 6 months after its uploading. For

each other promotional video and how-to video our objective is to get 1.000 views 2 months after they

have been uploaded

Tactics – Vine and Google+

Vine

A vine profile will be created for Cornetti sandals. Vine will be used

for 2 purposes. Our objective is to get 500 followers over the next

6 months.

– The brand will shoot short videos showing out to create

fashionable outfits matching Cornetti sandals with other clothes and

accessories.

– Customers will be enocuraged (on Facebook, WordPress and

Twitter) to shoot short videos about themselves wearing Cornetti

sandals and to share them on Vine and/or Twitter.

Google+

A Google+ profile will be created for Cornetti sandals.

We are not interested in strengthen the brand presence on Goolge+.

Our objective is to have a brand page on Google+ where all the

information about the brand and its activities are shown.

Moreover, in order to maximize the reach of the content produced by

the brand, all the relevant content published by the brand on other

social platforms will be also cross-posted on Cornetti’s Google+

page.

Engagement strategy

Our engagement strategy consists in maximizing the efforts to create a social media

community of fans who love the brand and to eventually turn the brand into a lovemark.

Core points of the strategy

– Create a personal relationship with the customers on social media platforms. The brand will always

listen to its customers’ needs and complaints, trying to provide them with the best answers and solutions

available. The brand will also engage with the customers in a conversation about fashion and shoes. The

brand will always post content that is relevant to its audience and that has some added value. The brand

will also pick what is valuable among its customers’ content and share it on its profiles. Moreover, the

brand will foster discussion and customers’ participation by posting questions on its Facebook, Twitter and

WordPress profiles.

– Create belongingness and loyalty to the brand. Our objective is to make the customers talk about the

product, show our products, and share their experience about our products. Visual engagement is

extremely important, since our products is a fashion products.

Engagement objective: our customers autonomously

share content about the brand among each other or share

content on brand profiles. This means that our objective will

be reached when the customers will talk about the brand or

post content on the brand profiles even if the brand is not

actually posting any content or fostering the conversation. In

this situation, the customers will also autonomously defend

the brand from detractors.

Negative feedback and plan manager

Plan for handling negative feedback and/or crisis

Possible negative feedback is expected to be reported mainly on Facebook and Twitter.

Except for trolls’ comments, negative posts or tweets will never be deleted. Instead, the

brand will always respond to negative feedback and provide its dissatisfied customers with

the best service in order to fix their negative experience with the brand. The objective is to

satisfy the needs of disappointed customers, so that they will hopefully post a new tweet or a

new comment praising the brand for its customer service.

Plan manager (responsible for implementing, maintaining and monitoring the plan)

Due to the low financial resources of Cornetti, the owner of the brand (Claudia Aragon) will

be the only person responsible for implementing, maintaining and monitoring the plan.

Analytics and metric tools

We will measure Exposure, Engagement and Influence. Since we had to develop a low-budget

strategy, only free measuring tool have been chosen.

Exposure

General exposure will be measured with Topsy, Google Social Analytics, and Social Mention. Broad

searches will be made for the term “Cornetti sandals” and the hashtag #corernettisandals.

At the moment the social media exposure of Cornetti is very low: 2 mentions on Topsy and no relevant

mention on Google Social Analytics and Social Mention.

– Facebook: Facebook Insight will be used to monitor Cornetti’s page exposure. In particular, we will check the expected

increase in the number of followers. Moreover, Google Analytics will be used to check the brand exposure through Facebook

Ads (this is actually possible; Source: http://www.lizlockard.com/track-facebook-ads-with-google-analytics/).

– Instagram: Statigram will be used to check the growth of the number of followers and likes

– Pinterest: Pinterest Web Analytics will be used to check the growth of the number of followers, impressions and clicks

– WordPress: WordPress Stats will be used to check the views of posts

– Twitter: Hootsuite Twitter Profile Overview will be used to check the growth of the number of followers

– YouTube: the number of likes and views of posted videos and the number of subscribers to Cornetti’s channel will be

monitored

– Vine: the number of followers will be monitored

– Google+: the number of people in Cornettis’ page circle will be monitored

Analytics and metric tools

Engagement

Social Mention will be used to monitor the strength, the passion and the sentiment of the term “Cornetti

sandals” and the hashtag #cornettisandals.

Bitly: for each element posted (post, picture, video, tweet) a bitly link will be created and cross-posted on all social

media profiles. Bitly statistics will be used to check the sharing of the links (referrers and location included).

– The number of likes and comments on Cornetti’s Facebook page will be monitored. Facebook Insight will be also connected

to Cornetti’s website in order to get information about interaction and sharing of website links with Facebook

– Statigram will be used to check love rate, talk rate and spread rate of Cornetti’s photos on Instagram

– Pinterest Web Analytics will be use to check the growth in the number of pins and repins

– WordPress Stats will be used to check the number of subscriptions and comments in Cornetti’s blog

– Twitter: the statistics of #cornettisandals will be monitored. Hootsuite Twitter Profile Overview will be used to check most

popular links

Influence

Klout will be used to monitor the influence of Cornetti on social media.

Success metrics, ROI and breakeven point

Success metrics

Success consists reaching all the objectives set for each social media platforms (number of followers or number of views).

However, 7 parameters will particularly be held in high regard in order to evaluate the achievement of success.

1) Number of Facebook followers: reach 5000 followers in the next 6 months

2) Number of Instagram followers: reach 4000 followers in the next 6 months

3) Number of Pinterest followers: reach 4000 followers in the next 6 months

4) Number of Twitter followers: reach 2000 followers in the next 6 months

5) Klout score: at the moment Cornetti Klout score is 25; success consists in reaching a score of 70-75 over the next 6 months.

6) Google Adwords Keyoword Tool: “Women sandals” searches on Google in U.S. are 246,000 per month; success consists in

increasing the number of monthly searches of “Cornetti sandals” from 10 to 800 searches in the next 6 months

7) Website: success consists in a 200% growth of present traffic to Cornetti’s online store in 6 months

ROI and breakeven point

ROI has been calculated on the basis of Facebook Ads impressions, since Facebook Ads constitute the highest cost of this social media

marketing campaign and also allows to estimate the minimum number of impression that the campaign can generate. For the purpose of

projecting ROI and Breakeven points, we assume a response rate 2% of impressions and a sales conversion rate of 2%. To calculate ROI and

breakeven we also decided to simply take average of both wholesale (sandals sold in shops) and retail (sandals sold on Cornetti’s website) price

and profit margins. The profit margin for our product is 49.3% per sale, with average price of $127.71 per each unit. The ROI on the social medial

marketing campaign will be measured against the investment into Facebook Ads, production of video contents, and monthly efforts on social

media engagements.

Facebook Ads: we plan to purchase total of 162,000 impressions each month, with total cost of $300. This equates to total of $1,800 for 6

months

Production of video contents: we budgeted $500 for initial investment

Monthly engagement efforts: wur valuation of owner's efforts on social media engagement is $500 a month. This equates to $3,000 for 6

months.

Total initial investment for our campaign: $5,300, excluding inflation adjustment.

We expect to obtain 972,000 impressions over the period of 6 months through Facebook Ads. Of these impressions, we expect to

attain 388 sales transactions (2%), totaling $73,872 in revenue, or $24,139 in profit. This equates to total ROI of 455%

(=24139/5300) for our campaign.

Our breakeven point for this campaign is sales of 42 units. This equates to total impressions of 104,566 through Facebook

Ads, which is well below the 972,000 impressions purchased for 6 months period.

Reference links

https://adwords.google.com/o/KeywordTool

http://factfinder2.census.gov/faces/nav/jsf/pages/guided_search.xhtml

http://www.bls.gov/cex/

http://www.claritas.com/MyBestSegments/Default.jsp?ID=30&menuOption=segmente

xplorer&pageName=Segment%2BExplorer

http://mashable.com/2013/04/12/social-media-demographic-breakdown/

http://empowered.forrester.com/tool_consumer.html

http://www.verticalresponse.com/blog/blog-wars-wordpress-blogger-tumblr-which-

platform-rules/

http://www.lizlockard.com/track-facebook-ads-with-google-analytics/