- Zangadoo Children’s Books - Social Media Marketing Plan Prepared By:

Table of Contents: Plan Overview • Executive Summary • Industry and Company Overview • SWOT Analysis • Goals • Budget and ROI • Target Market • Platforms • Website • Twitter • Blog • Facebook • YouTube • Case Study • PicPocketBooks • Appendix

Executive Summary • Zangadoo Entertainment Corporation is a children's character franchise with a range of growing market segments. Do to advances in technology; a niche has opened in both the e-books industry and app game market. • The primary focus of this social media-marketing plan is to use a strategic assortment of social media platforms to engage, react, attract, and spread awareness to our target market. The plan is based primarily on target market analysis, competitive intelligence, and market research. This data has provided an ideal strategy to reaching the set of goals. The primary focus is to execute, monitor, adapt and integrate this plan in the most strategic approach possible. Our examination of our market has revealed to us the best platforms and tools for optimizing the success of our plan. • To achieve these goals, we have created a strategic approach for each aspect of the marketing plan. These strategies will be unique to each social platform but will be focused on engagement, response, listening, and contributing to the social community. These efforts will be recorded, measured, and tracked therefore this plan can be measured against the set goals and objectives.

Executive Summary • The platforms that we will use for our strategy include: • Company Website • Twitter • Blog • Facebook • YouTube The team credited for preparing and executing ZangadooEntertainment Corporation social media marketing plan include: VP of Marketing and Research:Sarah Marton Director of Communications: Jackie Canas Social Media Marketing Managers: Garrett Denham, Eric Craig, Berniece Henderson

Industry& Company Overview Children books have been around for many years Social Media Marketing is the best step We want the well known image like Dr. Seuss

SWOT Analysis • Strengths • Zangadoo will be promoting skills that our readers can take inside the classroom • Social Media Marketing has attracted many loyal followers and clientele • Our parents will like the fact that our social media platforms aren’t just entertaining, but also educational. • Our staff have exhibited much excitement about working with Facebook and Twitter • We have many quantitative measurements in place to ensure the success of our social media websites. • All our social media platforms will be in line with the company’s target goals • We will have state of the art equipment for accessing our social media website • The enthusiasm of management is very inspiring to our staff because management can see the usefulness of social media platforms like Facebook and Twitter • We gain an average of 20 followers a day on twitter • Zangadoo’s website will be good way for our parents to directly communicate to us about how they feel about the book and our social media presence • Weaknesses • Zangadoo would like to increase its presence on all social media websites because we know you can never have too much exposure • Management was not as eager at first to have a presence on Social Media Websites so we started off very lightly • Zangadoo does not currently have a large budget in place for Social Media Marketing • Resources and funds are very deficient for building and maintaining a major presence on all the major social media websites so soon we may just have to focus on the ones that are producing the most results • Zangadoo would like to think of a more adequate way of communicating with customers and sufficiently receiving their feedback other than the blog and website • The company’s presence on linked-in is nonexistent • Management has been reluctant to fully commit to a budget specifically for social media marketing. • Management is not convinced that Zangadoo would have a strong brand presence on Linked-In like it does on Facebook, Twitter, and YouTube. • Zangadoo is having a hard time figuring out how we can reach out to our target audience on social media sites and not just their parents.

SWOT Analysis • Opportunities • Facebook and Twitter have the largest concentration of the company’s target audience and their parents • The parents of the target audience tend to be very enthusiastic about joining Zangadoos groups on these social media websites • Zangadoo’s mom forum is the perfect way for parents to communicate positive or not so positive feedback so we can know exactly what it is our parents are looking for • The parents of our Target Market are in large quantities on our selected social media platforms • Zangadoo parents appreciate the hard work and high quality that we put into the book and our social media websites • Market demand for children’s books are always on the rise • Brand awareness is slowly but surely increasing • Social Media Marketing is slowing becoming the best way of advertisement to a mass number of people • The emergence of mobile apps for our clientele make technology a significant opportunity for Zanagadoo • Zangadoo can collaborate with customers to create a brand awareness by becoming fans of our social media websites • Threats • Dr.Seuss and Disney are currently the closest direct competitors on the major social media platform • Customer dislike the fact that we don’t have apps or Zangadoo product available for sell • Customers are upset that Zanagdoo is not available for sale in all major bookstores • Websites like Nick Jr and Disney Jr provide many more games and variety for our target audience. • Market demand for children’s books are slowly declining due to the technologically advanced children we have • Zangadoo has yet to use location marketing websites like foursquare • Disney actually has a physical location where customers can go and purchase books and Disney product. • Disney has a stronger social media presence at the moment because they are so widespread • Dr Seuss currently has many more books to offer than Zangadoo because it has been around so many years • Dr Seuss and Disney currently have a higher customer base which means more customer loyalty.

Zangadoo’s Goals • Spread brand awareness through online social media platforms • Word-of-mouth recommendations • Build an online presence • Build a fan basics on more then one channel • Promote book sales • Produce new product ideas • Search engine optimization (SEO)

Target Market Women between the ages of 25-44 who have children between the ages of 2-11. These women have education levels that fall in the category of post graduate and hold jobs in professional and related occupational fields. Because Zangadoo does not have a large marketing budget in which the company can use toward a mass marketing strategy, we recommend that Zangadoo focuses on niche marketing. We recommend that for a niche marketing strategy, the company focuses on moms with children ranging from 2-11 years old.

Target Market “Moms commonly own smartphones, are active bloggers, and frequently use social media” “At 54%, moms are above average users of smartphones, compared with the total mobile subscriber population coming in at 50.4%.” Regarding social media use, 2 out of 4 mothers (27.9 million moms) visited Facebook in March alone. At least half of all moms use social media on the smart phones, compared with only 37% of the entire online community.

Platform Strategy: Website Educational yet Entertaining • Goals: • Increase Brand Awareness • Capture the attention of your targeted audience: Brand Engagement • Have a good looking website to convey a message to your target audience • Build brand loyalty • Derive income from the website itself • Measuring tools: • Google Analytics • Number of pages per visit • Amount of time spent on website • Bounce Rate

The fun doesn’t have to stop after the book is over !! Platform Strategy: Website

Platform Strategy Website 45% of small businesses had websites in the year 2009 -statisticbrain.com “Websites geared towards children ages 6-9 should include interesting graphics but may also include short phrases which accessible to beginning readers. For example, an icon which stands for the homepage may also include a label which states “Home.” This age group uses websites to explore rather than to search for specific information” -Yunmeng Du & Maggie DeBaldo 2007 A 2010 Nielsen study suggests that 36% of children between the ages of 2 and 11 use both media simultaneously. Altogether, children between the ages of 8 and 10 spend about 5.5 hours each day using media -- eight hours if you count the additional media consumed while multitasking. -mashable.com

Platform Strategy: Twitter 100 Million Accounts in 2010 JetBlue gained 1.1 million followers Listen, Help & Talk

Measuring Platform Strategy: Twitter Twitonomy 3rd party tool

WordPress Platform Strategy: Blog Moms interacting with other moms Book Reading Schedule

Measuring Platform Strategy: Blog • Google Analytics • & • WordPress Statistics Free Measuring Tools - PLUG-INS - Askimet: Spam Blocker DISQUS: Real Time Discussions, Conversations, and Chatting CloudFlare: Spam Blocker SMART SEO by Yoast: SEO optimization

Platform Strategy: Blog “In the U.S., social networks and blogs reach nearly 80 percent of active U.S. Internet users and represent the majority of Americans' time online.” -Neilson.com “Moms are 38% more likely to fan/follow an online blog” -Moscaritolo “Blogs have greater potential for organic leads because their content-rich nature makes them more search engine friendly. Search engines love content-driven platforms and rank them higher than static websites.” -Warren Laidler, DeLite Multimedia “I really think trying to compare blogs to traditional media or marketing is a mistake. It is a different paradigm, with influence built on relationships and not pure numbers. Blogs can reach niches, and bloggers can have a relationship with readers that is totally different.” –Gregory Pincus “Moms are 26% more likely to visit Wordpress.com when compared with the general population” –Neilson.com

Platform Strategy: Facebook

Platform Strategy: Facebook STRATEGY

“ Don't invent new metrics, use online versions of Reach and GRPs to measure success. The value of Facebook in "spreading word of mouth," getting your brand in front of friends of fans," and "engaging fans with five to seven posts a week on your fan page." Measurements Facebook Insights SMART Goals

Platform Strategy: YouTube GOALS

Platform Strategy: YouTube Over450 million unique visitors

Platform Strategy: YouTube Comments

ROI 3 Month Budget Reaching our defined goals for each social media platform will ultimately increase revenue and create ROI, as brand awareness leads to increase sales. Completing goals will lead to ROI. 5 person media staff 5 hours a day 5 days a week $15.00 per hour Employee wage budget : $4,500 Social Media Platform advertising budgets : 20,000 Impressions Click through advertising Animation creation. Content creation

Case Study: Kids books iPhone Apps Children’s Book Company: specializing in educational and interactive books through Apps (I-Books) and E-Books

MRI Spreadsheet

Case Study: Cheeriosdirects all traffic to their Facebook Page Zangadoo will reach their audience on multiple platforms to increase interaction Cheerio’s Official Website incorporates a private blog and forum where Moms can communicate with each other on posted topics

Appendix

- Zangadoo Children’s Books - Social Media Marketing Plan Prepared By: