PREMIER TECH HOME & GARDEN

Social Media and Content Strategy

Paid Media Strategy

March 16, 2016

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Agenda
1. Insights from Social Media Audit
2. Roles and Responsibilities
3. Best Practices
4. Voice, Tone and Personality
5. Content
6. Contesting
7. Goal Setting
8. Paid Media social strategy
9. Next Steps
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SOCIAL MEDIA & CONTENT
STRATEGY

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INSIGHTS FROM THE SOCIAL MEDIA
AUDIT

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The following key findings were used to guide
strategy and content development
1. Twitter and Facebook remain the strongest social platforms
for gardeners, influencers, media and events
2. Providing support for the avid, casual and millennial
gardener at each step of the buyer journey will help
position PTHG as a thought leader and trusted resource
3. Technology, the pet industry, sustainability, sustenance
and manageable maintenance are popular trends for 2016
and PTHGs target audience
4. There are many ways to maximize reach without a large
investment (key influencers and product sharing)
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 Aiming for social media excellence
LAUNCHED MANAGED STRATEGIC INTEGRATE OPTIMIZED
D
Lack of General Clear Social media Social media a
objectives and objectives and objectives and integrated into key part of
strategies strategies strategies other integrated
Lack of Reputation defined campaigns multi-channel
monitoring, management Monitoring and Influencer strategy
tracking and Content reporting outreach Proactive
reporting creation process Long-term outreach to
Limited, Monitoring and defined content customers
reactive limited Content planning Integrated
interaction engagement planning Fluid long-term
Lack of Priority Proactive community content
branding channels set integrations management planning
Lack of paid up Branded pages process Social media
advertising Promoted posts set up on most Branded pages team in place
Tracking basic commonly set up on new
statistics used channels channels
Tracking and (requiring non-
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benchmarking text content)
 Objective
To grow Premier Tech Home & Gardens online
communities and position PTHG as the leading
resource for Canadians looking for home and
garden tips, expert advice and inspiration.

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 Strategy
A two-phased approach will enable PTHG to first
grow its foundational communities and then expand
its social presence.

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Two-phased approach
STRATEGIC INTEGRATED
Clear objectives and strategies defined Social media integrated into other campaigns
Monitoring and reporting process defined Influencer outreach
Content planning Long-term content planning
Proactive integrations Fluid community management process
Branded pages set up on most commonly used Branded pages set up on new channels
channels (requiring non-text content)
Tracking and benchmarking results Analytics used on an ongoing basis

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ROLES & RESPONSIBILITIES

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 STEPH AMY
JESSICA MOTT NICOLE HEALY
SPINNEY GRINGHUIS
Strategy
Review and approve
Content curation & Strategy
content calendar
creation KPI development
Point of contact for
Monthly social media Strategy Audits
issue management
calendar Media planning Digital analytics &
protocol
development Advertising measuring
Liaison between Jan
Contest development Campaign/contest Web & social
Kelley & marketing
Community & social development Campaign/contest
General questions
media management Paid social media development
outside of FAQs &
Daily monitoring support Reporting
website content
(listening & engaging) Leverage Custom dashboards
Provide content &
Scheduling content campaigns/content Competitive
multimedia assets
posts Paid partnerships with benchmarking
from
Experimenting industry publications Tailored metrics
tradeshows/events,
Optimizations based Analysis
product demos, etc.
on industry trends
and hot topics

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BEST PRACTICES

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Facebook
1. Quickly grab your audiences attention (headline, image, etc.)
2. Include a call to action
3. Post every other day
4. Post between noon and 3:00 p.m.
5. Use pictures and images as often as possible
6. Tag relevant people and pages in posts
7. Tell good stories (use statistics, engage with stakeholders and influencers, etc.)
8. Optimize SEO
9. Increase following and engagement with targeted paid media tactics
10.Use and learn from analytics

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Twitter
1. Vary content: owned, curated, re-posted, etc.
2. Post or retweet at least once a day (min. 1 hour between each if
multiple posts)
3. Post between 8:00 a.m. and 9:00 a.m., or approximately 2:00
p.m., 3:00 p.m. and 5:00 p.m.
4. Re-tweet between noon and 4:00 p.m.
5. Keep it under 125 characters
6. Use no more than 2 hashtags/tweet (when relevant)
7. Use pictures and images as often as possible
8. Tag relevant people and pages in posts
9. Re-direct to longer form content
10. Increase following and engagement with targeted paid media
tactics jankelley 14
VOICE, TONE & PERSONALITY

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Consistency is a sign of reliability

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 VOICE & TONE APPROACH PERSONALITY
Informative and Connective, confident
Simple science
familiar and inspiring

Connective PTHG will

The Premier Tech Home & Garden
PTHG has a wealth of expertise connect content and
voice will be conversational,
and research and the goal with communities.
insightful and light-hearted.
sharing this through content will Confident PTHG will provide
Though we want to ensure
be to simplify as much as the support and products to
information comes from a place of
possible, in order to create help gardeners bring their
expertise, we always want the
subject matter that is accessible vision to life.
tone of PTHG posts to be relatable
by all. Inspiring PTHG will help
and approachable.
gardeners explore new projects
and ways of doing things.

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CONTENT

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Digging in before digging in

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 PTHG wants to be
10 pieces
recognized as the Trends,
go-to resource curated
Inspirations,
centre for Canadian 4 pieces owned
gardeners and grow Innovation &
1 piece Call to
their social media Technology
communities Action/Offer
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Content development will focus on
supporting the target audience through each
stage of the buyer journey
CONSIDERATI
DISCOVERY DECISION EXPERIENCE ADVOCACY
ON

Gardener
begins to
research Gardener
Gardener
gardening experiences the
Avid, casual or identifies Gardener shares
trends, product as a
millennial solution and experience with
challenges and solution to their
gardener identifies purchases friends and peers
products online need or
a new need or product to solve (online and
(blogs, challenge (puts
challenge their need or offline)
websites, the product to
challenge
forums, social the test)
media, product
reviews, etc.) jankelley 21
Content themes & tactics

Plant the
Whats Behind the seed &
Get inspired!
trending? green scene spread the
word

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Whats trending?
DESCRIPTION
PTHG will keep fans up to
date on the latest and
greatest in the home and
garden industry by
touching upon the top 6
industry trends as
identified by:
Garden Media Group 2016
Garden Trends Report
HGTV 2016 Garden Trends
Garden Design Trends
Toronto Star Gardening Trends
2016
REQUIREMENT OUTCOME
Jan Kelley will keep a
pulse on industry Posts will drive to curated
publications, events, and PTHG-created
news, developments, content/ multimedia
social media and key assets on the resource
influencers in order to centre, raising the brand
provide fans and and influencer profiles.
followers with relevant,
timely and interesting
information.
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Get inspired!
DESCRIPTION REQUIREMENT OUTCOME

Showcase how-tos and Jan Kelley will leverage

advice from PTHGs and repurpose content
influencers and website (videos, infographics,
resource centre to help blogs, etc.) provided by
gardeners bring their PTHG influencers (Mark
vision Cullen, Albert Mondor
to life and Owen Reeves)
Posts will drive to content
and multimedia assets on
the resource centre,
raising the brand profile
and influencers

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Behind the green scene
DESCRIPTION REQUIREMENT OUTCOME

Followers and fans will

PTHG employees to film
get an inside look at Provides shareable and
short product demo (30
PTHG product demos and in-demand content that
seconds 1 minute) and
peat moss technology highlights PTHG from a
share with
through posted videos unique perspective
Jan Kelley
and images

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Plant the seed & spread the word
DESCRIPTION REQUIREMENT OUTCOME
This tactic will show a
Lets start the sharing
wide range of gardeners,
offline to bring out our
from beginners to
advocates online Users who receive
experts, as they interact
product will be asked to
with the product in a
During peak months, post photos and short
variety of settings
Premier Tech Home & videos (on Twitter &
(indoor, outdoor, balcony,
Garden will distribute a Facebook) of how theyre
etc.)
pre-determined amount bringing their gardens to
of product to key life while tagging PTHG
This will serve as both
influencers/bloggers, in all posts
educational and
associations and
inspirational while raising
everyday gardeners
brand awareness
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CONTESTING

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Monthly contests are a great way to raise brand
awareness and spark engagement
PTHGs contest strategy will take a two-
pronged approach:

Grow Grow customer

community database

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The monthly contests will alternately focus on
attracting new fans and capturing leads

Monthly: PTHG will attract new fans with simple contests that are
hosted directly on the Facebook page/post

Quarterly: PTHG will conduct a form-based contest with the goal of

capturing new leads

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Gardening giveaway
PTHG will use Gardening Giveaway as the title for all contests
on Facebook and #GardeningGiveaway for the same contest
promoted on Twitter
Each contest will begin on the 1st of each month to coincide
with the newsletter distribution
Contests will run for a 2-week period with promotional posts
spread throughout the duration
Shorter contests are more likely to keep the audience engaged as the
reward is more immediate
Prizing, rules and contest will be the same for both English and
French audiences
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April gardening giveaway
April is gardening month! Share a picture of your
dream garden on this Facebook post for a chance to
win the ultimate gardening toolkit.

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May gardening giveaway
We all have those go-to friends or colleagues we
like to talk gardening with. Whos your favourite
gardening buddy? Tag them for a chance to win

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GOAL SETTING

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 Measures of success
Increase eValue score (a function of followers,
engagement and responsiveness) to be equal to or better
than the competitive average score at the 6-month mark
Current PTHG Twitter eValue: 26.52
Current Average Competitive Score: 47.55+
Current PTHG Facebook eValue: 31.44
Current Average Competitive Score: 47.79+
Answer any questions within 24 hours
Spark engagement via contests and create on-page
dialogue
*Note: The competitive average can fluctuate based on a number of factors (seasonality, industry conference/events,
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These are goals, not guarantees.
PAID MEDIA STRATEGY
(Social Media)

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Paid Media Overview
Jan Kelley to plan & execute social media only.
Facebook (primary)
Twitter (secondary)

PTHG working with other partners for all other

paid media planning & buying (Mindshare).

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Paid Planning Parameters

TARGET TIMING
Lawn & Flighted MEDIA
Gardening April-July 2016 BUDGET
Enthusiasts (opportune time REGIONS $17.5K gross
to connect with National Canada (based on client
Gardening
consumers, (E/F) 50/50 budget of $1,750
(female skew)
during the peak per month x10
Lawn of key selling months)
(male skew) season)

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Paid Objectives & KPIs

Targeted
Impressions

Clicks &
engagements

Likes/Followers

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Paid Media Approach

100%
SOCIAL

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Benefits of Paid Social Media
Excellent targeting capability.
Flexible timing - ability to get into market quickly & pause
on the fly, if needed.
Opportunity to test various tactical & ad formats to gauge
effectiveness.
Ability to optimize campaign along the way, for maximum
impact.
Reporting at our fingertips.
Connect with users in a captive environment, where they
want to engage.
CTA just a click away.
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Facebook Recommendation
EXECUTION DETAILS
Format Brand Ads, Promoted Posts & Offer test
Placement Newsfeed & Right Hand Column
Device Desktop & Mobile
Target Gardening Content skew female
Lawn Content skew male
Contest Content adults
National Canada (E/F)

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Facebook Targeting Profile Example

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Facebook Ad Placement Examples

MULTI-
IMAGE

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 Facebook Ad Placement Examples

OFFER

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Twitter Recommendation
EXECUTION DETAILS
Format Promoted Tweets
Placement Twitter feed
Device Desktop & Mobile
Target Gardening Content skew female
Lawn Content skew male
Contest Content adults
English Canada

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Twitter Targeting Profile Example
Similar targeting capabilities as Facebook, but Twitter offers
the ability to target by relevant @Twitter Handle and/or
#Hashtag.

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Twitter Ad Placement Example

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Paid Timeline & Budget Breakdown
Timing Apr May June July

Media Live

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NEXT STEPS

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Next steps
Task Deadline
PTHG to review strategy and provide feedback/approval Mon Mar 21
PTHG to send social creative elements (for April 04 start) Mon Mar 28
(flexible)
JK to launch paid social ads w/o April 04
JK to issue quarterly reports to monitor, adjust and Ongoing
optimize
- Goals to be set based on benchmarks identified in the first
social report (Jan-Feb 2016)

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SPEC REQUIREMENTS

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Facebook Spec Requirements Brand Ads
(the creative assets we need from you please)

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Facebook Spec Requirements Offer
(the creative assets we need from you please)

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