yl15 cyber 11
TRANSCRIPT
YL2015_cyber_11
1. SUMMARYINTEGRATED SOCIAL MEDIA CAMPAIGN SUMMARY
Misused licences. Online only usage rights. Misunderstandings.
Hold on to something, Shutterstock has joined forces with
Isifa putting an end to difficulties of clients, agencies and
individual creative heads.
Isifa is here to break the stereotype of asking others for
incompetent and not always correct advise. From now on, when
experiencing an issue or not knowing an answer to a specific
question, get in touch with Isifa, the Real Shutterstock Expert.
Isifa is to become a company strongly supported by social
media platforms: Facebook, Twitter and LinkedIn and become
a great source of inspiration and guidance at its official blog.
The creative umbrella aims to show&tell the issues experienced
by people not using stock resources in a proper way. The aim is
to simply inform the audience that from now on they should
turn for competent advice to Isifa instead of taking any risks.
Building Image & Awareness
One-to-OneCommunication
Striking theIndustry
BLOG
Continuous Brand BuildingLong-term InvestmentContent BuildingHow-to VlogsBenefits of Usage
CREATIVE INSIGHT
YL2015_cyber_11
2. WRITTEN SUBMISSION OF THE CAMPAIGN
OUR SOLUTION HOW IT WORKS
Lots of people lack deep or any
understanding of Shutterstock, which
sometimes leads to absurd or serious
situations when a competent help could save
these people from causing troubles to
themselves, their companies or clients.
When working with Shutterstock people ask
their friends and colleagues for guidance,
some even try to find solution on their own.
It is absurd that in any other field of expertise
these people would never even try to rely on
someone elses incompetent opinion while here
they lack any accountability and simply act
without any further issue research.
Without a proper guidance and a show&tell
approach this situation might never change.
Our aim is to create great awareness of this
issue by presenting real-like stories of people
who have caused themselves and their
companies troubles by relying on their
colleagues‘ incompetent advices.
These audience-higly-relevant stories will
emphasize the absurdity of these situations
which, in fact, should be handled by real
experts and not by the so called „DIY know-it-alls
and law-enthusiasts“.
These situations will be presented via using one
main character – Jarda – an archetype character
of these so called „experts“ the target audience
tend to depend on. Based on the created content
the audience will simply get the message that
there is only one company they should rely on
– Isifa, the one and only Shutterstock expert.
1st phase: Awareness: Presenting real stories
– content - to specifically targeted social
media audience on FB, Twitter, LinkedIn and
official blog (rich on tips&tricks, legal advises
and great support from local experts from
Isifa) and communicating the advantages of
having a Shutterstock expert on your side.
2nd phase: Consideration: By a continuous
relevant social media content the brand will
gradually increase the interest of target
audience in its services as well as in the
Shutterstock brand.
3rd phase: Engagement: In the long term the
relevant social media content will help to build
Isifa fans community, decrease the number
of DIY attempts and mainly help the brand
strenghten its position of being the real
expert in the field of Shutterstock.
Builiding Awareness & Image.
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4. FIRST SOCIAL MEDIA PLATFORM: Facebook
Facebook: social media platform used to build
brand awareness, create dialogue with
customers and influence WOM.
Facebook Fan Page: source of frequent
relevant information directly sourced from
the official Isifa blog and Shutterstock FB
page and used for daily customer support.
Facebook Ads: targeting format of custom
audiences to increase awareness & growth
fan base
Target Audience: anyone interested in
Shutterstock and Isifa services, individuals,
freelancers, traffic managers, graphic
designers, marketing people, editors,
interested public.com
PageLike Ad:
Facebook Page with Campaign Cover Photo:
Facebook Post:
Striking the Industry.
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5. SECOND SOCIAL MEDIA PLATFORM: LinkedIn
LinkedIn: social media platform used to
strenghten B2B relations
LinkedIn Profile: clear brand proposition,
place to share relevant content, platform for
customer recommendations
LinkedIn Ads: precise B2B targeting,
sponsored ads & updates, using of LinkedIn
Audience Network - retargeting
Target Audience: B2B: advertising agencies,
production studios, video producers, media,
webdesigners etc.
: LinkedIn Company Profile
LinkedIn Sponsored Post:
Follow
One-to-One Communication.
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Twitter: social media platform used to
increase impact of brand marketing, provide
customer service and mainly connect with
influencers to build valuable relations and
businesses
Twitter Page: source of frequent relevant
information directly sourced from the official
Isifa blog and used to communicate on
a One-to-One basis with individual
customers with possibility to drive up sales
(Shutterstock sales)
Twitter Ads: Promoted Account and Promoted
Tweets
Target Audience: influencers, freelancers,
producers, art directors, publishers, CEO‘s etc.
6. THIRD SOCIAL MEDIA PLATFORM: Twitter: Twitter Profile
Tweets to Influencers :
Promoted Tweet :
7. SUMMARY PICTURE
YL2015_cyber_11
Building Image & Awareness
Sponsored Facebook Posts & Page Like Ads using
Custom Audiences
Precise B2B Targeting,Sponsored Ads using
LinkedIn Audience Network
Continuous Brand BuildingLong-term Investment
One-to-One targeted communication to influencers
using promoted tweets.
One-to-OneCommunication
user movement
Striking theIndustry
Content BuildingHow-to VlogsBenefits of Usage
BLOG
You can check out the blogdraft at bit.ly/isifablog