New Media Coursework 3
Reviva Promotional Package:
Social Media Plan
Author: Vaylen Moothia
Student ID: M00317547
Date: 10th May 2013
Lecturer: Girish Bekaroo
Tutor: Diana Mungur
Abstract:
This coursework has been about creating a promotional
package. The product is Reviva Shampoo. A poster and video
advert of 1.30 min were created. A Social Media Plan was
created in order to describe how the advert will be
promoted to the target audience. Several website was
identified to upload the poster and video advert.
Module: CMT3331 New Media
Title: Promo Package Social Media plan
Stud No: M00317547
Name: Vaylen Moothia
Table of Contents
Aim of Social Media Plan ............................................................................................................................. 3
Target Audience ............................................................................................................................................ 3
Strategy ......................................................................................................................................................... 3
Resources and Budget ................................................................................................................................... 5
Evaluation ..................................................................................................................................................... 6
Bibliography ................................................................................................................................................. 6
Video Also available
Blog Link: http://vayl1.wordpress.com/coursework-three/
Progress Link: http://vaylencw3progress.wordpress.com/
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Module: CMT3331 New Media
Title: Promo Package Social Media plan
Stud No: M00317547
Name: Vaylen Moothia
Aim of Social Media Plan
During the strategic planning of the new shampoo Reviva, some aims have been determined and that need
to be achieve. The primary objective is to engage and build relationships with your customers creating a
community of interested to increase sales of product. Secondly, the shampoo needs to be promoted in
order to draw traffic to the different Social networking websites being used to advertise the product. Thus,
there should be a constant increase in the number of new members/customers.
Another aim of the Social media plan is to understand how members/Customers use social media and
monitor what is being said about Bluebird Company and The new product Reviva. The social media will
also be used to provide quick updates about the product to the prospective customers.
Target Audience
For this shampoo, Girls/Women aged 16-40 yrs will be the main target.
It is a wide range of audience but according to a psychological and marketing research (Shampoo, 2012),
it is that particular age that females usually care the most about their style and appearance. It is the proper
targeting audience for modern women about a new product which will be helpful to them. Another reason
is that this range of audience, they like to try new products and see how good the product is as they
always try to find out new product which is the most effective for them.
The above range is the main targeted range but women above this range can also be influenced by the
adverts. Young actors will be in the video so as to reached this range. There is also the intention of
reaching a percentage of the population outside this range to maximise sales.
Strategy
After acquiring the targeted audience, different social networking websites will be use to advertise the
poster and the video ad. From a web research, marketers came up with a list of social networks with
different rate marketing advert; YouTube (76%), Facebook (72%), Twitter (69%), blogs (68%), Google
Plus (67%) and LinkedIn (66%) in that order (Words, 2012). The poster and video will be posted on
different Social network and links will be sent to people for them to like and comment. They will be able
to share the different links with their friends and relatives. Thus passing on the link to different persons
and maximise the traffic to the video and poster.
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Module: CMT3331 New Media
Title: Promo Package Social Media plan
Stud No: M00317547
Name: Vaylen Moothia
Social Network Websites:
Facebook:
Based on research done by Nielsen (Company, 2013) that showed significantly higher click-through and
brand recall rates for ads that contained the social context of a friend’s name (i.e. “Vaylen Liked Reviva
Ad”) versus a traditional advertising message alone. With the Like Page Ad facility offered by Facebook,
it is very to advertise. A special page will be created for Reviva with description of the product and its
advantages.
Both video and Poster will be uploaded on the Like Page. The link of the page will be send to people
found in a contact list and it will be shared with others persons. This is the main method of driving traffic
to the page and make the product well know. The Users will be able to share they views about the
product. The likes and comments from the users will be then collected. This will be important get
feedback and the required information about how popular Reviva is.
Advantages:

Enable the tracking of various actions Effectively and precisely (Liking a Page, Comment,
video/poster like)

Great way to build audience size with friends and friends of friends driving traffic to page
YouTube:
It is the first and top leading video sharing and marketing website. The first advantage is its popularity
here targeting a wide audience for the advertising of the product. A YouTube account can be set up free
and alter its look and feel to reflect the product. Additionally an unrestricted number of YouTube videos
can be uploaded in the account. It helps to advertise freely and target a wide population irrespective of
budget and provides flexibility, and ease of use.
Twitter:
Twitter is the second most popular social network website. It uses a system of micro blogging with ability
follow people or company/teams news and update own status (social messaging). Twitter is one of the
favourite targets for social media marketing. It is a form of sending messages to potential customers and
also receiving tweets and followers.
The poster will be uploaded and send as a promotion tweet with the link of the video attached to it. The
message will be send to potential customer and if they are interested, they will tweet back and follow the
product. This will increase the trend of the product making it more popular.
Google plus:
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Module: CMT3331 New Media
Title: Promo Package Social Media plan
Stud No: M00317547
Name: Vaylen Moothia
A Google Plus account is based upon a Google profile. It is a growth market for businesses and
advertising of products. An important feature of Google plus is the advantage of getting high profile rank
on Google search. The more visitors the page received, the higher it becomes in the Google Search index
list. In Google Plus, a function called circle, is a collection of people with whom you want to connect.
The circle is group of people with common interest. Hence, a circle for shampoo will be very important in
promoting Reviva as a new product. It will also enable those interested to be attracted by the product. The
poster and video will be connected to the circle for shampoo products.
Vimeo:
It is the second best video marketing website after YouTube. Vimeo has built its reputation on providing
a professional platform with advanced features and a more engaged audience. Hence, it will be easier to
target the platform corresponding to the product and receive professional feedback about the product.
The video will be uploaded there and it will be share to the corresponding platform. The feature of
monitoring traffic to the video is interesting to know how many times the video has been viewed.
Resources and Budget
For a successful completion of this project, the following resources and estimated costs are considered
necessary. Below is a table with a detailed cost and resources for the Promo package:
ITEM
Hardware
Software
Staff
Poster
Video
Promotion
DETAILS
COST
UNITS
TOTAL COST
Camcorder + Tripod +
Microphone (Rent)
Photo Camera
Adobe Master Collection CS6
(After Effects, Premiere Pro,
Audition, Photoshop, Flash)
5 Actors:
2 girls, 2 boys, 1 scientist
(voice only)
Cost for Creating the poster
Cost for Creating the video
advert
Facebook
YouTube
Twitter
Google plus
Vimeo
Rs 1000 per day
2 days
Rs 2000.00
Rs 1000 per day
Rs 15, 000
1 day
1 Unit
Rs 1000.00
Rs 15,000.00
Rs 200 per Hour 3 Hours
(per Person)
Rs 3000.00
Rs 1200 per day
Rs 1200 per day
Rs 2400.00
Rs 4800.00
Free
(Only Creation of
Accounts)
5
2 days
4 days
Free
Module: CMT3331 New Media
Title: Promo Package Social Media plan
Total
Expenses
Contingency Percentage
Stud No: M00317547
Name: Vaylen Moothia
Rs 28,200.00
from
total
10%
Rs 2820.00
Expenses
Rs 31,020.00
Total
For the promotion of the product, it will be free of charge. This is one of the main advantages of using
social networks to advertise for the Shampoo. Different account will be created for each social network
website and the product will be posted on a specific page for Reviva Shampoo.
Evaluation
After the accounts have been created on the social websites mentioned above, the video and poster will be
uploaded on the websites. In order to make the promotion of the product faster, links of the pages, and
direct link to the video advert and poster will be shared with friends and members of the social
networking website. The poster and video will appear on others people profiles (friends of friends) and
hence getting more popular. This will increase the traffic to the product and thus will increase its
popularity driving the advertising as top links on browsers.
Promoting the product in this way might be more positive compare to other methods of advertising to
know how the public reacts to new product, receiving the views and feedback if the advert. This type of
promotion is an innovative one as it is free of charge and very popular. It also enables to increase the
target audience as a major population uses social network. At the end of this coursework enough feedback
should be collected from all website used for both poster and video advert.
Bibliography
Company, T.N., 2013. Ads with Friends: Analyzing the Benefits of Social Ads. [Online] Available at:
http://www.nielsen.com/us/en/newswire/2012/ads-with-friends-analyzing-the-benefits-of-socialads.html [Accessed 02 May 2013].
Shampoo, M., 2012. Marketing School.org. [Online] Available at: http://www.marketingschools.org/consumer-psychology/marketing-shampoo.html [Accessed 12 March 2013].
Words, B., 2012. 7 Steps to a Successful Social Media Strategy. [Online] Available at:
http://www.marketwire.com/getattachment/knowledge_Sharing/White_Papers/7_Steps_to_a_Success
ful_Social_Media_Strategy/Website_WhitePaper_7StepsToSuccessfulSMStrategy.pdf [Accessed 05 May
2013].
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