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During the period from January to April 2016, we faced the following tasks:
increase the number of subscribers and views of videos on YouTube channelFranch.biz
increase website traffic
increase the number of subscribers in Franch.biz social network groups (VKontakte,Facebook,Instagram)
to popularize and achieve recognition of the "Tour de Franсh" project
to create an image of a positive, educational and entertaining resource
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Initial indicators at the time of employment:
The number of subscribers to the Vkontakte group is 2009 people over several years of its existence.
The Facebook group has 1,137 subscribers over several years of existence.
The number of subscribers to the YouTube channel is 4053 people, for more than 5 years of existence.
Number of Instagram subscribers - 113 people, new page.
The tools that were used:
Email, SMM strategies – development of the strategies themselves (January), implementation (February).
Promotion in social networks Vkontakte, Facebook, Instagram (February).
Advertising on Youtube (March).
SWOT analysis of the project:
Strengths
The uniqueness of the project product is that no one has done anything like this before in the territory of the former CIS
There are quite a lot of people interested in how to start their own business.
Popularization of useful information content
Complete freedom in choosing the means to achieve the result
Social media groups are already developed
The Youtube channel is designed and it also has subscribers.
Weaknesses
Financial limitations
Delay in publishing content job seekers phone number list due to approval process
The composition of the audience is unknown - how alive is the audience subscribed to in social network groups
Threats
Short deadlines - the project starts in 3 months, there is a risk of not having time to implement all the planned activities
Lack of time to test posts and emails for newsletters - to see the audience's reaction
Unknown audience reaction to the boom of video on social networks, as before this most of it was regular content
Possibilities
Engage your audience and grow your existing subscriber base
Despite the short term of the project itself, the developed methods are easily applied in the subsequent development of the main project - Franch.biz
Attract sponsors to support the project
2 Competitor Analysis
As such, there were no competitors in our field; we identified those who were doing something similar, but on a smaller scale and in a different direction.
The Business Youth project is most similar to our project in terms of audience, interests, topics and methods they use to popularize the brand.
We analyzed their groups on social networks -vk
At that time the figures were as follows:
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We also analyzed projects that deal with franchises, but they are still smaller than us. We analyzed these projects because their subject matter is directly related to franchises.
Franchising
Portal.franshiza.ru -
Franchise Grou
Inspired by the useful and exciting project, we got to work.
3 Formation of a promotion strategy or implemented activities
The non-standard nature of our project was that we were promoting a specific event within the framework of a well-represented company with a name on the market. When a brand has been on the market for a long time, it already has a target audience with specific expectations, then you need to try to stir it up, surprise it and at the same time not scare away those who have just become involved with your experiments.
We started with developing content and email strategies, since social networks and email newsletters are the main channels of communication with clients and partners for any business.
We analyzed potential competitors, their management of social groups and the promotion methods they use. A promotion strategy was developed in popular social networks - Vkontakte, Facebook, Instagram. The following was implemented as part of the strategy:
Post categories have been developed
developed design of pages and posts
recommendations for post design have been compiled
a detailed publication plan for three months has been drawn up
additional means of reviving groups have been thought out - paid posts, competitions, promotions
All the developed instructions were applied by us the following month after the strategy was developed and gave a positive effect
Examples of developed post design:
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Example of a free post:
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Example of a paid post:
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Interaction with partners, as well as paid posting in communities close to the topic, provides a good seeding for capturing an audience from other groups. Here, much depends on the ability to negotiate mutually beneficial terms with any partner or opinion leader.
Paid publications were posted 2-3 times a week in topic-related groups targeting our target audience and in the relevant regions. Such a post can be pinned to the TOP of the news feed for an hour or two, depending on the partner's conditions. Under good conditions and if the audience's interests are met, the reach and engagement are guaranteed to increase. It is important to prepare useful and exciting content that will be interesting, but it is better to hold a creatively presented promotion or competition with "tasty" conditions. The results of the competition should be reported on time and the winner should be awarded the declared gift.
During the period of maintaining the Vkontakte page, 86 publications were posted (excluding advertising) and the following indicators were achieved:
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Results of general advertising placement on Vkontakte:
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To work with existing subscribers and attract new ones, we developed the Tour de Franch email strategy. Stages of work in this direction:
Collection and mechanics of working with the contact database
Tour de Franch newsletter typology
Working on the letter: text content
Technical part: mailing service
Email Campaign Performance Analysis
Developing a mailing calendar plan
Franch.biz had a fairly large subscriber base, we used it and installed capture pages — pop-ups on other project sites , with the help of which we received new emails, exchanging the received email address for a white paper or access to a paid catalog of franchises.
An example of a placed pop-up:
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By using a pop-up window asking people to leave their email address, we attracted over 500 new potential customers who signed up for our newsletter.
Having analyzed direct and indirect competitors, we formed the architecture of mailings and three main types of letters , which became the basis for subsequent design and layout. The main types of letters used for mailings in our company were informational, commercial and trigger letters. They were drawn in the corporate style of the company in order to form brand recognition among subscribers. Then we thought out the rubrication of letters and the calendar plan of mailings for the next month.
The choice of a mailing service is an important strategic stage. Here everything depends on the budget and preferences. For our project, we used the client's own service for sending letters, which complicated the calculation of conversions and the percentage of unsubscribes from mailings, but we can say with confidence that the number of views of these letters increased, as well as the percentage of watched videos from the Franch.TV channel
