- Background
This is our official website for Black Duck. Here are our business philosophy, our pursuit and love of the cause, and our goals. We serve cities in the United States and strive to make more people like Chinese style duck.
- Objectives
I will focus on three main social media channels: Instagram, Facebook and WeChat. My goals are centered around my digital strategy goals. However, due to different channels, each channel has different primary and secondary goals.I set the primary and secondary goals of Facebook and Instagram to be the same. Because they are typical and similar social media platforms, most of the published content is through by words and pictures, with topicality and affected by traffic distribution.
Primarily goal for Facebook and Instagram
Creating at least one interesting(influential) topic and upload at least six valuable content within a month.
The secondary goal for Facebook and Instagram
Engaging with my followers at least 5 times a day.
Primarily goal for WeChat
Upload at least 3 short videos and 8 pictures a month.
The secondary goal for WeChat
Increase the number of people in my WeChat by 60 percent in a year.
- Key performance indicators
KPI achieves primarily goals for Facebook and Instagram
Check whether the number of posts uploaded each month has reached the goal. Watch how many people forward, comment or click on my post.
KPI achieves secondary goals for Facebook and Instagram
Monitor traffic at all times. Use engagement analysis to see my overall engagement with people.
The primarily goals of WeChat KPL
Checking if 8 pictures and 3 short videos were uploaded in one month.
WeChat KPL’s secondary goals
Monitor video viewing rates. See if more than 60% of people is in my WeChat after one year.
- Platforms
1.Facebook
Because Facebook has a lot of users, and people in almost every country in the world are using it. So the information of our products can be quickly spread out in a short time by using this platform. In order to achieve one of our goals, let more and more people understand Chinese style duck.
2.Instagram
Because there are many young people on the Instagram platform. They like to share their lives and what they eat every day. We can stimulate consumers’ eyeballs visually by publishing our products.
3.WeChat
Because the majority of WeChat users are Chinese. We can implement 1 to 1 delivery service according to their habit of ordering takeaway. At the same time, we can publish advertisements on this platform to let Chinese people in the United States know about us, thereby promoting the brand’s communication and sales growth.
- Platform Strategies
Facebook:
What type of content will you be publishing?
I will use photo ads. Because photo ads can contain a lot of brand information, display the brand image, and its visual effects are easier to attract users’ attention, which is a more efficient and time-saving type of advertising.
How often will you publish content?
Twice a week. Generally speaking, the better time is from 12:00 to 11:00 on the weekend. During this time, more people will see things and there will be more interaction.
How will you attract followers?
I will choose to publish the graphic. Graphic article likes and reposts a relatively high post type in Facebook. And I will use UGC graphics because its advertisements are special and can use header images to attract potential users. Secondly, I will interact more with fans. An @ in the boundless crowd can draw closer to your fans and maximize your organic traffic.
How will you use the platform’s native features?
e.g. How will you use comments? Will you use Instagram stories? Polls?
Taking its advantage of searching engines on Facebook.
What will be the tone of your posts? (This must align with your brand tone)
Friendly and kind.
How you’ll engage and respond to your audience?
I will respond to their messages immediately. Many consumers now have a better interest in communicating directly with brands through Facebook, and people often expect an immediate response rather than an automatic response. A timely response is more beneficial to winning fan loyalty.
Instagram：
What type of content will you be publishing?
I use video ads and image ads. Because this adds hearing to the visual effect, it is easier to touch the user and complete the promotion in a subtle way. Generally, users prefer to see short advertisements (about 15s).
How often will you publish content?
Once a day. The purpose is to increase exposure
How will you attract followers?
I will take good-looking photos and video releases, and let some hot bloggers post photos related to our products.
How will you use the platform’s native features?
e.g. How will you use comments? Will you use Instagram stories? Polls?
Posting some stories.
What will be the tone of your posts? (This must align with your brand tone)
Friendly and kind.
How you’ll engage and respond to your audience
I will respond to their messages immediately. Many consumers often expect an immediate response rather than an automatic response. A timely response is more beneficial to winning fan loyalty.
WeChat：
What type of content will you be publishing?
I use video ads and image ads. Because this adds hearing to the visual effect, it is easier to touch the user and complete the promotion in a subtle way. Generally, users prefer to see short advertisements (about 15s).
How often will you publish content?
Once every two days
How will you attract followers?
I will take good-looking photos and videos and publish them on the ribbon to deepen the customers ’impression of our brand.
How will you use the platform’s native features?
e.g. How will you use comments? Will you use Instagram stories? Polls?
There is a function to send messages to each friend in WeChat. Save time and increase efficiency.
What will be the tone of your posts? (This must align with your brand tone)
Friendly and kind.
How you’ll engage and respond to your audience
I will respond to their messages immediately. People often expect an immediate response rather than an automatic response. A timely response is more beneficial to winning fan loyalty.
- Micro-content
I plan to use the 2/8 rule in my circle of friends (a ribbon in Wechat) for marketing. This means that when I prepare to release product information, I want to ensure that only 20% of the content is “hard sales”, and the remaining 80% should be other non-marketing content that is interesting, educational, and valuable to users. The role of 80% of non-marketing content is to attract users and cover up 20% of the marketing content, so there should not be too much marketing information.
I plan to use carousel ads to spread the message about our products. Carousel ads can show more pictures or videos, have more space to display creativity and product details, and they can also be used to form a small story to tell the development of the brand and use the story to attract users to continue watching.
I plan to use boutique ads for marketing. In fact, just create a link that can connect to the official website. We can also combine with full-screen advertising. When users are attracted by the dynamic news of the boutique bar and click, they can jump to the full-screen advertising for deeper understanding and interaction, and guide users to make purchases.
BLACK DUCK 