Social mediathetrap

Kimberley Chambers Online Strategy1st November 2012

Paul Raffaelli

Project Goals

- Grow her social channels to 10k fans ready for the next book- Top 20 Chart position

- Drive pre-orders- Sell 10k copies within the first week and 50k in total

- Grow her mailing list to 5k- Position Kimberley as the heir to Martina Cole

Paul Raffaelli

Strategy Overview

Compounding Likes to achieve 10,000 Fans.

We believe that by engaging commited fans we will create a solid foundation upon which a larger following can be built.

To this end we propose we use three distinct phases in order to reach the project goals, achieving specific targets each month in order to raise the number of engaged fans and viral activity by the required date.

Facebook - 499 https://www.facebook.com/kimberleychambersofficialPersonal Facebook - 1700 https://www.facebook.com/kimberley.chambers?fref=tsTwitter - 436 followers https://twitter.com/kimbochambersWebsite http://www.kimberleychambers.comPre-order of The Trap http://www.amazon.co.uk/Trap-Kimberley-Chambers/dp/0007435037/ref=sr_1_1?s=books&ie=UTF8&qid=1343811575&sr=1-1

Paul Raffaelli

+ Sales & Pre-order responses



28 Feb+10,000Fans

Strategy Targets

Phase 1.Raising Kimberley’s Social Profile:Promoting Kimberley’s writing, her characters and themes. Pushing sales of her books for Christmas via referrals and viral campaigns.

Phase 2.Pre-Launch Anticipation:Generating interest about the new book. Video trailers from Kimberley. Enagaging with fans about potential content and themes.

Phase 3.Post-Launch Fan EngagementEnaging fans with content and themes of the new book. Instigation of viral campaign encouraging fans to participate in a cameo prize competition.

Start: 500 Fans... Target

31 Jan6,000Fans

31 Dec3,000 Fans

Paul Raffaelli

Drive Pre-Order10% Discount

Drive Pre-Order10% Discount Drive PurchaseOnline Media Buy

National Weeklies/ Blog Coverage



Press

Mailing List/FB/TWMailing List/FB/TW Mailing List/FB/TWHC Lists

Overall ManagementSocial Channels Overall ManagementOverall Management

Main Cameo Campaign

BOOK INSERT

Teaser Video for book and Cameo Comp

Likes Reveal PreviewReal Stories TwitterCampaign

Twitter Feud Campaign

Xmas Sales &Awareness Campaign

Viral / PhysicalCampaigns

Action Overview

Phase 1December

Phase 2January

Phase 3February +

Paul Raffaelli

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FANACTIVITY

LIKE &VOTE

FANSHARING

New Likes& Participants

Paul Raffaelli

December Action Strategy

Xmas Viral & Profile Awareness

Paul Raffaelli

• Increase FB & Twitter Fans from 500 to 3000• Migrate her current community to our channels• Promote Back Catalogue• Use Fans to promote & recommend• Xmas Viral Campaign

Through December, rather than just promote the new book specifically, our strategy is to promote all Kimberley Chambers books and use the existing fan base to promote and recommmend purchases for friends and family running up to the Christmas period.

500

3,000

December Target

Paul Raffaelli

Facebook / TwitterManagement

OnlinePre-Sales /Purchases

Sales

10% DiscountPre-Order

Migrate fans

Facebook Promote

Kimberley’s Facebook1700 fans

GoogleAdWords

Facebook/TwitterReal Families

Xmas CampaignShare/Recommend

Reach 1000+

External Blogs& Press

HC contact lists

HC contact lists 3,000 likes400 likes

December Flow Chart

NewLikes

Paul Raffaelli

December Social Channel Management

Engage FansInstigate SharingGenerate New Likes The immediate goal would be to migrate as many fans of www.facebook.com/kimberley.chambers over to the HC Kimberley page.

The social channels would be managed in order to engage the existing fanbase and encourage them to spread the word about how great the Kimberly Chambers books are. We acknowledge that the majority of Kimberley’s previous books are with Random House, but we feel it is important that we raise the profile of all the books she has written too.

Involving Kimberley would contribute to the success of this strategy and add to the authenticity of the campaign.

A schedule of posts relating to past books, local London past and present, the xmas feud viral and general posts connecting the books to fans’ real lives. Tag your family and share stories.


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Paul Raffaelli

December Viral - Festive Family Feuds

Engage FansInstigate SharingEncourage new participantsGenerate New Likes

Action:Shareable & Fun Xmas ActivityFan FB/TW Sharing storiesFan Engagement

Kimberley’s books usually involve idiosyncratic familes warring between themselves. There’s no time when differences between family members is more apparent than at Christmas.

Fans will be asked to tell Kimberley about their family stories, the lows, the highs, the battles and the solidarities. This will be a tongue -in-cheek look at little family dramas. We will also challenge fans to add a family photo and tag all your family members with FESTIVE FAMILY FEUDS. Engaging further into their social channels.

Existing Fans

Fan Makes Card

Fan SharesCard

New Likes& Participants

Paul Raffaelli

December Viral Visuals - Festive Family Feuds

Paul Raffaelli

January Action Strategy

Pre Book Launch

Paul Raffaelli

• Increase FB Fans from 3,000 to 7,000• Promote New Book• Use Kimberley to Generate interest• Use Fans to promote & recommend• Integrate Offline and Online PR

January’s strategy is to build on the success of the Christmas period in a more aggressive way, pushing interest not only in Kimberley but specifically introduce the new book, the story and the characters.

January Target

3,000

7,000

Paul Raffaelli



Sales


Facebook Promote

GoogleAdWords

Facebook/TwitterKim Video Trailers

Share/RecommendReach 3,000+

Book PreviewReveal

Reach 3,000+

Cameo CompPromotion

Reach 3,000+

HC contact lists

HC contact lists 7,000 likes3,000 likes

January Flow Chart

NewLikes


Paul Raffaelli

January Social Channel Management

Engage FansInstigate SharingGenerate New Likes Facebook / TwitterThe January strategy would be to continue the overall communcation about the books in general, but shift the focus to the new book, its themes and characters.

Personal videos from Kimberley would explain themes and characters and prompt responses from fans.

The new book cover and / or mini-preview would be revealed on Facebook & Twitter via prompting fans to gain likes, re-tweets for the page.

A countdown mechanic would increase anticipation during the week runing up to launch, with previews of the book being displayed on the page.

Twitter campaign working in tandem with Facebook at all times.

Post Cover Reveal

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Paul Raffaelli

January Social Channel Management Visual

Paul Raffaelli

January Viral 1 - Video Book Trailers

Action:Generate interest about the new bookFans Prompt Friends to Like Page

Involving Kimberley in the campaign, talking about the new book via a series of videos, discussing the themes and characters will set up communication between members. These videos can also be used across all online press activity and Youtube.

The video will be accompanied by posts designed to inflate reach to friends of current fans - generating new likes and conversations within thier social groups.

Eg A particular character is the head of the family... After Kimberley discusseses the character, we ask which of your friends this reminds you of and why. Tag the image with your friend and share.

Paul Raffaelli

January Viral 2 - Book Cover & Story Preview Reveal

Engage FansInstigate Sharing via Likes & Tweets

Action:Build Anticipation for BookFans Prompt Friends to Like PageGenerate New LikesWe should use the reveal of the new cover to generate new likes.

We set a target for each square, for example 20 likes removes a square. Over a short space of time we can use the existing fan base to agressively push up like numbers.

This can also be initiated across Twitter with retweets being the objective. When the target is reached an image will be shared across Twitter pics.

Paul Raffaelli

January Viral 3 - Countdown

Engage FansInstigate Sharing via Likes

Action:Create AnticipationFans Prompt Friends to Like PageCreate Visible ActivityIn the 5 days leading up to the book launch date, we will instigate a countdown on the facebook timeline. This will comprise of an image/video post with a snippet of the new book.

Paul Raffaelli

January Viral 4 - Twitter - #butlersversuswalkers

Action:Activate TwitterEngage Conversation

To create an addition buzz, we propose creating a twitter campiagn of a spoof fight between the two families in the book.

The Butlers and the Walkers typically swear and slag each other off.

This taps into what makes soap opera’s, gossip mags and reallife stories addictive and appealing - car-crash twitter....

Followers and friends of Kimberley are also invited to participate in the feud.

#butlersversuswalkers

Paul Raffaelli

Online Press and PR

National Weeklies OnlineTargeted to feature the real-life stories of christmas family feuds.Focus on online feature with a view to printed feature.

Blogs & FacebookSpread of the Xmas viral campaign

Paul Raffaelli

Offline Press

National WeekliesSpecific promotion to prompt likes and engagement with the online campaign.

Kimberley promotes the fact that fans of the book can appear in the next part of the trilogy by going to her facebook page and participating in the campaign.

Paul Raffaelli

February Action Strategy

Post Book Launch

Paul Raffaelli

• Increase FB Fans from 7,000 to 10,000+• Promote New Book• Use Kimberley to Generate interest• Use Fans to promote & recommend• Integrate Offline and Online PR

February’s strategy is to activate the current readers who are either reading or completed the book to boost the recommendations. This will also be the primary month where we launch the viral competition to win a chance for you and your family to appear in the next book.

February Target

7,000

10,000+

Paul Raffaelli



Sales


Facebook Promote

GoogleAdWords

Book InsertReach 10,000+

Cameo CompViral LaunchesReach 7,000+

HC contact lists

HC contact lists 10,000+ likes7,000 likes

February Flow Chart

NewLikes


Paul Raffaelli

February Social Channel Management

BOOK LAUNCH FOCUSEngage FansInstigate SharingGenerate New LikesPromote Sales

Facebook / TwitterOn release of the book, the social channels will focus on getting feedback from fans and encouraging them to spread the word about how good the new book is.

This would tie in with the Cameo Competition, which would be a major focus of this phase of the project.

In store promo of the Cameo Competition would ensure a great reaction to the project, in particular an insert inside the book encouraging people to take part.




Paul Raffaelli

February InStore - In Book Promo for Cameo Competition

Action:Drive Traffic to Social ChannelsCreate Online Buzz

In order to maximise reach, we propose that a prompt for fans to join the Cameo campaign should be included in the book.

This could be printed in the book, or presented on purchase either in store or through online invoice email.

COULD YOUR FAMILY BE PART OF THE STORY?

Kimberley is looking for a family worthy of being part of the her new trilogy. Is

your family up to it? Could they handle themselves in London’s East End?

*R�WR�IDFHERRN�NLPEHUOH\FKDPEHURI¿FLDO�to tell Kimberley about your family and you

could see your family in book two of the trilogy!

GOOD LUCK!

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Paul Raffaelli

February Viral - Cameo Campaign

Engage FansInstigate SharingEncourage new participantsGenerate New Likes Action:Fans Prompt Friends to Like PageEngagement with New & Existing FansPush the Authentic Quality of the Books

The Canmeo campaign will focus around fans adding their own family for the chance to cameo in the book.

This continues the FAMILIES theme, encourages sahring around familes, tagging of family members and a vote mechanic that encourage new Likes so fans can increase their chance of winning, in the process publicising the competition and the new book.

Paul Raffaelli

February Viral Visuals - Cameo Campaign

The campaign would work by encouraging, fans to enter their family, TAG each family member to increase visibility, and generate VOTES (through a Like gate) for each fan. If we acheive our target of 7k before this element starts, then rfeaching our goal with this strategy is very likely.

Fan Makes Card

Fan SharesCard

VOTINGNew Likes& Participants

Paul Raffaelli

February Viral Visuals - Cameo Campaign

VOTESHARENEW LIKES

& PARTICIPANTS

New participants would be informed of this campaign by their family members and friends, using word of mouth to generate support for each Fans own campaign to win the competition.

In addition to this, we can provide an online kit such as Page Buttons and ‘Vote For Me‘images to help each fan to promote the compa nd win the prize.

Paul Raffaelli

March and Beyond

Social Channel Development

Paul Raffaelli

March and Beyond - Overview

Social ChannelManagementFacebook & Twitter will be managed by suppyling regular and relevant posts. The cameo campaign will run in tandem and commented on.

Example Posts:

Monday’s MessageKimberley posts True East London advice for the week ahead

Tuesday’s Caption Competition.

A monthly Twitter Q&A with Kimberley.A chance for fans to ask Kimberley questions (about her book, where she writes, writing tips)

Climax of CameoCampaignThe campaign will run until a selected date at which point we’ll instigate a promotional campaign around the selection of the winner.

Top 5 families selected by HP / Kimberley1 week countdown (highlighting 1 family per day Mon - Fri)Public vote closing on the SundayWinner announced on the Monday

Main ScheduleThe main schedule would use a variety of mechanics, released at

different times.Note that all posts must have content i.e. Graphic, Video or Link

The categories break down into the following sections....

WeekdaysGeneral Interest Posts

WeekendsSaturday and/or Sunday mornings

Special HolidaysXmas, Halloween, Bonfire Night, etc

Interest Events XFactor Final, TV Awards etc

Paul Raffaelli

March and Beyond - Example Posts

Word TagUsing Instagram we take a photo of ‘colourful’ phrase that features in The Trap.Post it to FB and ask users to play ‘word tag’User’s then tag their FB friends to a ‘colourful word’This is a good sharing mechanic

FeudTubeWe describe a London tube station with a funny imageFB users have to guess the tube station

This could also be a place(s) in one of Kimberley’s books.

Weekly Social Network ideas‘Down Memory Lane’

Using SNs Instagram, Pinterest & Facebook we post a classic photo of the legendary East End i.e. pub, café, boxing club, barbersUsers then share their memories & photos of that place

Spotify PlaylistsKimberley to submit a potential soundtrack for The TrapAsk FB & Twitter users to suggest songs to add

Paul Raffaelli

Additional Ideas

Instagram / FB check in / TwitterProvide fans with the details of key locations in Kimberley’s books. Fans are then encouraged to take photos and share with the community. Best contributions monthly a weekly prize. Could include a google map with key locations.

Fake newspaperReports about the family feud given out at Liverpool St station- Chas n Dave adverts- Mrs Mills playing live

London based launch partyHost an official launch party in a hidden venue in Whitechapel or pub that appears in the book. This will be an exclusive event for 100 Kimblerley Superfans who have contributed the most to spread the word about Kimberley’s books.

Paul Raffaelli

Media Campaign

Media Spend, Online and Offline Press

Paul Raffaelli

Media Spend

Paul Raffaelli

Costings

Budget Breakdown

Paul Raffaelli

Costings

Project management and strategy developmentfor duration of the campaign. 10 days £5000

Social channel management for Facebook, Twitter andliaising with Harper Collins in-house PR team. Note wewould also instigate our own opportunities forconsideration. 20 days £6000

Creative, including the development of any graphicsrequired, xmas viral, cameo competition and any otherelements we feel may be required as the campaign roles out. £5000

Media spend across Facebook and Google with targetedad words and locations. £4000

Total £20,000

Paul Raffaelli

Social mediathetrap

Technology

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