Submission 2: Task 3 – Anti-Viability

Connecting with the target audience on Google+ is an inappropriate organic approach. It is an platform that would not be good for acquisition, thus neither conversion nor retention, for reasons stated below.

Although there are technically 2.5 billion users, this is due to Gmail accounts automatically having a corresponding Google+ page. In reality, over 90% of users have never made a public post and only 4-6 million users actively use their account.  There has been a 98% decline in user engagement, year on year and in the 30 days before May 6th 2015, only 3.5. million users had been active. 

As profiles can be set to provide limited public user information, LuMee Digital has no insight into Google+ users likes and dislikes, therefore, could not effectively target the correct audience. The figures above also suggest that there is minimal user activity on Google+, therefore, this platform provides limited or potentially no reach to the target audience. The implications of allocating the man hours to promote LuMee Varicolour on Google+ would be wasted time and resources that could instead be invested campaigning on a platform that will surpass the noise on social media and effectively reach the target audience.

 

 Name  Student ID
 Chloe Coggins  12010013
 Georgia Newman  12086706
 Chelsea Reynolds  13115821
 Tayla Stanley 13147066

Submission 2: Task 2 -Viability Blog

 Approach  +  –
 Increase Instagram following Organic approach – cost effective.

Potential to reach vast amount of target audience.

Success will aid the acquisition of many customers.

Increase brand awareness.

Time consuming.

Delayed return on investment.

 Increase Twitter following Organic approach – cost effective.

Potential to reach large amount of target audience.

Success will aid the acquisition of many customers.

Increase brand awareness.

Many Twitter users will not be target audience.

Time consuming.

Delayed return on investment.

 Paid ads on Instagram High user engagement with brand posts.

Reduced cost per click price.

Instagram adverts are improving.

Can target interests.

Adverts are an annoyance.

Users can hide promoted posts.

 Promote tweets on Twitter Increases brand engagement.

Low cost-per-click price.

54% higher purchase intent.

Cause user annoyance.

Promoted tweets can backfire.

Promoted tweets disappear with low engagement.

 

The above approaches could all be successful if implemented correctly. We will, therefore, prioritise them in order of important 1-4 (high-low)

  1. Increase Instagram following.
  2. Paid Instagram advert.
  3. Increase Twitter following.
  4. Promoted tweets on Twitter.

Approaches on Instagram rank 1st and 2nd as this platform has mass numbers of our target audience. An organic approach to increase following and, consequently brand awareness, ranks 1st. It is a lower risk strategy as time and knowledge are the only resources used. Our target audience will be found through the hashtags #selfie and #me. Paid advertisements on Instagram ranks 2nd. It is a higher risk approach as more resources, time, knowledge and money, are invested into it. Being positioned after the organic approach means increased brand recognition of the adverts amongst users. Recognition leads to trust and a trusted brands should sell more.

Approaches on Twitter rank 3rd & 4th as unlike Instagram, it is not specifically for photo uploads, therefore, is a secondary platform to focus on as a larger percentage of users will not be our target audience. Our target audience can be found, again, through hashtags #selfie and #me. Like approaches on Instagram, the lower risk, organic approach comes first to increase brand awareness and trust before the higher risk paid approach is used.

Issues/risks

Utilising Twitter first could indicate whether the approaches used would be successful on Instagram, giving an opportunity to detect potential issues and resolve them to increase the success of an Instagram campaign. In addition to this, if the Instagram approaches are used first and fail, it would leave a much smaller target audience on Twitter to fall back on.

 Name  Student ID
 Chloe Coggins  12010013
 Georgia Newman  12086706
 Chelsea Reynolds  13115821
 Tayla Stanley  13147066

Submission 2 – Task 1: Target Market

Segmentation 

Segmentation Approaches
Advantages
Disadvantages
Behavioural targeting based on people who hashtag on social media pages/apps.
Cost effective.
Easy to see popular topics.
Shows users are active on social media so could easily be connected with.
Writing a hashtag does not always mean that someone is interested in something in a positive way.
Behavioural targeting based on people who visit social media pages.
Cost effective.
Creates brand presence on social media.
People actively uploading data about themselves.
People have different online personas. They may appear as the target audience but in real life are completely different.
Locational targeting based on people who are on events WiFi service.
Identifies peoples’ locations and what they are doing.
Knowing where someone is does not necessarily show their level of interest.
Psychographic targeting based on people who enjoy music events.
Targets social people who are more likely to buy the product.
Cannot be sure if attendees are the target audience.
Does not specifically correlate to selfies.
Justification
We are using behavioural targeting based on people who hashtag on social media pages/apps/. The choice is cheap and effective. It can create brand awareness and can help interact with the potential target audience.It can create brand awareness and can help interact with the potential target audience.
Risks/Issues
Hash tagging does not relate to buyer behaviour, it merely conveys target audience interest. There is no proof that target audience is on social media. Social media pages such as Facebook aren’t concerned with hashtagging. 
We are disregarding behavioural targeting of people who visit social media pages because it is time-consuming and may cause negative feelings towards LuMee, and it is not specific enough. Locational targeting is not relevant to our product. Using social media means that the product can be bought online rather than in shops as e-commerce is rising and again it is not specific enough. Psychographic targeting people who enjoy music events may not be linked heavily to people that take selfies as there is no proof. People may be more intrigued by entertainment

Target Audience

 Instagram users
Twitter users
Facebook users
1.#SELFIE
Instagram users that hashtag
Twitter users that hashtag
Facebook users that hashtag
2.#LIKE4LIKE
Instagram users that hashtag
Twitter users that hashtag
Facebook users that hashtag
3.#ME
Instagram users that hashtag
Twitter users that hashtag
Facebook users that hashtag
4.#SMILE
Instagram users that hashtag
Twitter users that hashtag
Facebook users that hashtag
5.#PHOTOOFTHEDAY
Instagram users that hashtag
Twitter users that hashtag
Facebook users that hashtag
6.#PHONECASE
Instagram users that hashtag
Twitter users that hashtag
Facebook users that hashtag
Hash tagging does not work the same as it does on Twitter, therefore hashtags 2-6 above are not linked to anything.
 Justification
We have chosen to target people who hashtag #selfie and #me on Instagram and Twitter. Instagram is a social media page specifically for photo uploading, therefore we know our target audience will be present. There are 400 million Instagram users and 297 million use #me and 185 million that use #selfie. We know these people take selfies and could be potential customersThere are more influential people using Twitter and tweets reach further than Instagram, although Twitter has fewer target audience users. Therefore having both Instagram and Twitter we have the best chance of reaching our target audience effectivelyAll of the above hashtags are in the top 25 hashtags on Instagram 
Risk/Issues
Not all target audience will be present on Instagram and Twitter or use the specific hashtags that we will target. Hashtagging does not always mean that Instagram/Twitter users are looking for what they have hashtagged as users  People will also use the hashtags in order to spam people to their page. 
_____________________________________________________
Name
Student ID
Chloe Coggins
12010013
Georgia Newman
12086706
Chelsea Reynolds
13115821
Tayla Stanley
13147066

Submission 1 – Speculative Digital/Social Pitch

Brand Description

LuMee is a strategic business unit of Glow Enterprises; a company dealing in used machinery sales and appraisals. LuMee is a phone accessory brand that retails one product range. Owner Allan Shoemake, registered LuMee as trademark in January 2014 and sales launched in September 2014.

___________________________________________________________________

Product Identification

Alternatives (+) (-)
Varicolour

Selfie enhancing light up phone case.

No direct competition – (USP)

Product development – accessible resources.

Further differentiates LuMee from competitors. (Apple Retina Flash)

Caters for a wide range of users.

Counteracts skin imperfection.

If unsuccessful, could affect brand reputation.

Expensive interchangeable colour options – Higher price.

Solar Panel Case Environmentally friendly.

Global solar market is estimated to reach $137 billion.

Expensive manufacturing and retail. (Maguire, 2011)
Tablet Cases Increased interactions using front-facing camera (Snapchat, Skype).

Increase market share in technology accessories.

Bigger case – more costly.

Tablet market in decline.

Justification

Varicolour is product development; familiar market and low R&D costs. Existing LuMee customers are a probable TA with a need for Varicolour. This is a low risk venture.

Risks/Issues 

___________________________________________________________________

DMC Objectives

Objectives are prioritise with 5S’s, ranked in order of importance, 1 – high, 5 – low. (Chaffey and Smith, 2013)

1. SIZZLE 

Increase Instagram followers to 50,000 – 12 months.

(+) Active ‘selfie’ TA. 

(+) Constant updates.

(-) Not all TA on Instagram.

LuMee Instagram Screenshot

2. SAVE

Re-evaluate product price – 6 months. 

(+) More affordable product.

(-) Narrow profit margin.

3. SELL

Increase LuMee sales by 20% – 12 months.

(+) More retained capital.

(-) Manufacturing upkeep.

4. SERVE

Build App for customer support and interactions – 2 months.

(+) Builds customer relationship.

(-) Product simple to use – may not warrant an app

5. SPEAK

Increase consumer interaction on Twitter by 75% – 12 months.  

(+) Cheap, effective customer interaction.

(-) Time consuming.

(-) Hard to judge.

Justification 

TA is active on Instagram, the biggest platform for selfies. This increases BA/recognition through WOMM, currently the most effective form of marketing. There are cheap marketing options; competitions and trending topics.

Increasing BA then reducing price will drive increased sales. Creating app before promoting Twitter allows measurement of consumer interactions via Twitter to be measured through app download increases.

Risks/Issues 

  • Twitter – missing out on WOMM, not enough engagement throughout social media.
  • App – efficient way to communicate, many companies have apps now – not current.
  • Sales –  damaged revenue from not driving sales.
  • Pricing – premium pricing excludes many of TA.

___________________________________________________________________

Name Student ID
Chloe Coggins 12010013
Georgia Newman 12086706
Chelsea Reynolds 13115821
Tayla Stanley 13147066

References

Abbreviations