social media strategy: kig
TRANSCRIPT
OVERVIEW
BUILDING KIG’S DIGITAL IDENTITY
PEOPLE INVOLVED
OUTCOME
SUMMARY
STEPS TO BUILDING KIG’S DIGITAL IDENTITY
1. DEFINE OBJECTIVE 1 week
I will ask you a series of questions to get a very clear understanding of KIG’s core goals and
values. This will be the foundation in building a strong and consistent digital identity.
2. RESEARCH AUDIENCE + ENVIRONMENT 3 weeks
-Research Audience, Influencers, Competitors, Market environment, and Parallel Brands to gain a
very clear image of KIG’s audience. What do they read? Where do they vacation? What are their
hobbies? Income? Location? etc. Ultimately I’ll create Profiles for each target segment.
3. TAILOR MESSAGE 3 weeks
Content Marketing relies on a unique message. To begin building the strategy I’ll create Content
Asset List, Content calendar, list Proper social media platforms, list Proper media outlets, and influenc-
ers within each one.
4. CREATE VOICE 1 week
Create appropriate tone for brand, audience, platforms, and market. The filter that everything goes
through before being released.
PEOPLE INVOLVED
KIG ‘core’I will need the KIG core (you) to provide input throughout the entire process. Your ideas are what
started the company and define it’s personality.
Community ManagerThis person is a writer who is well versed in social media culture, understanding the format and tone
of each social media platform. They will be a key part of the team by step 3. They help with creat-
ing and managing content, engaging with social media followers, and making sure every mes-
sage/post is responded to.
Business Development/Sales PersonYou may already have someone in this role, it’s someone who networks with potential clients and
represents the company at various events. I want to work closely with them sharing insights and
ideas. It’s also important to translate live networking into social media networking.
PR AgencyA PR agency is not totally necessary but could potentially be a good resource in steps 1 and 2.
They are well connected with the media and have easy access to demographic info. I was
impressed with Curio’s PR company.
OUTCOME
Solid brand voice
Engaged social media audience
Buzz around new product
Strong foundation for product launch
SUMMARY
We’re going to develop KIG’s digital identity before the official launch.
Content marketing is a big part of the strategy. After the digital identity is
strong we’ll look at the playing field and build the best launch strategy
that leverages your online following, PR buzz, and current cultural trends.
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