, AMB330: DIGITAL PORTFOLIO NAME: JENNY CHAN STUDENT NUMBER: N8738254 TUTOR: ELIZABETH BUCHANAN DUE DATE: 10 JUNE 2016 WORD COUNT: 1500 ASSSESMENT 3: COMMUNITY MANAGEMENT PORTFOLIO
Table of Contents Introduction... 1 Social Media Strategy... 1 Campaign Calendar... 2 Content Creation... 6 Digital Portfolio... 6 Reference... 7
Introduction Active Life Fitness Everton Hills use social media program to connect based on the target market who wants to stay fit and healthy. The Active Life Fitness Everton Hills is targeting on the young adults both male and female who are not employed which are study in high school and university students or employed part-time job who looking to stay healthy and want to improve to change with their healthy lifestyle. Active Life Fitness Everton Hills is a family owned small business and the current ownership group have made considerable investments to improve the club facilities. Social media use the information and communicate with the audiences about the brand and product based on the consumer insight are the young adults both on male and female want to be active and have motivation to stay fit to have good body shapes and balance to have good healthy lifestyle balance. The social media strategy is to choose which media platforms and explain why using social media. Campaign calendar is to choose a month and plan the campaign calendar using the table. The content creation is to choose one of the three content pillars based on the consumer insight and how it is relating to the content pillars. Social Media Strategy The social media strategy for Active Life Fitness Everton Hills is to connectivity and interactivity with technology to producing far-reaching effects for the way marketers influence current and potential customers (Hanna, Rohm & Crittenden, 2011). Young adults use social media to engage by increasing the communication and creative activity (ACMA, 2008) to circulated the brand, products and services based on the Active Life Fitness Everton Hills (Whiting & William, 2013). The suitable social media for their brand of Active Life Fitness Everton Hills are Facebook, Instagram and YouTube as a social media strategy to create, share and recommend the information of the variety of social media platforms (Hanna, Rohm & Crittenden, 2011). Facebook, Instagram and YouTube social media strategy is using the communication to the audiences about the brand and product of Active Life Fitness Everton Hills. With Facebook strategy can updated the post with pictures and videos based on the Active Life Fitness Everton Hills gym centre. The audiences can like, comment and share with other audiences. Instagram strategy can be post of a picture or video is to create with the new visual of Active Life Fitness Everton Hills products and brand to get the audience attention (Brown, 2015). Instagram can share with another social media such as Twitter, Facebook, Tumblr, Swarm and Flickr. YouTube strategy is to create a YouTube channel for Active Life Fitness Everton Hills which it can show the videos based on the brand and products information (Johnston, 2016) also that YouTube can post a comment on the videos (Johnston, 2016). Most of the audiences go on YouTube can share with other audiences on other social media platforms and comment on the videos. Also YouTube 1
have the like and dislike on the video and the YouTube video can see how many viewers seen the video based on the product and brand. The three content pillars are relating to the consumer insights are lose weight, healthy lifestyle and stay fit be active which it is based on the Active Life Fitness Everton Hills as the social media strategy platforms will have the different messages to the audiences for each content pillars. Lose weight young adults both are male and female want to lose weight and want to have the right body shapes. To lose weight is that the young adults have the opportunity to join the gym club which give the great range of benefit of services about the gym and the information provides includes training session class. The content pillar is that the young adults of male and female are getting a better body shapes by losing weight. Healthy lifestyle young adults are both male and female, the healthy lifestyle is to have good health which it can be doing exercises with other people and eating the right foods to balance out with their good body health. This content pillar is that the young adults want to have good healthy lifestyle to live longer with a good healthier life. Stay fit be active young adults want to stay fit and want to be active with a good looking health which it is give them the good opportunity to helping them to start planning on their exercise or play sport to have a good body fitness. This content pillar is that the young adults are getting more active to stay fit with a good looking healthy body fit. Campaign Calendar The Active Life Fitness Everton Hills campaign will develop at the start of June which it is start of the winter season campaign. The winter season campaign use social media channels are Facebook, Instagram and YouTube in the 4 weeks campaign. CHANNEL: Monday Tuesday Wednesday Thursday Friday Saturday Sunday Week 1 Facebook 11am healthy 11am 1 male 2
breakfast and 1 female doing the Instagram YouTube Facebook Instagram 12pm 1 male at the gym doing the weight lifting 2pm 1 female wearing gym clothes 11am 1 female is holding the healthy food snack Week 2 treadmill together YouTube 5pm This video use 30 seconds of the group of people having 3
their class session Facebook Instagram YouTube Facebook Instagram YouTube 1pm Video of the gym cardio with lots doing the exercise Week 3 2pm two couple is taking exercise Week 4 11am 1 female is using the gym mat 12pm male is holding the shake cup at the gym 2pm Video of 1 male is having fitness training with personal trainer 1pm 2 male doing the workout at the gym 4
Content pillar 1: Lose Weight Content pillar 2: healthy lifestyle Content pillar 3: Stay fit be active The campaign calendar use 3 days to post on the relevant of the social media platforms for Active Life Fitness Everton Hills. The justification of this campaign calendar plan for Active Life Fitness Everton Hills is that the social media platforms is chose those time and day to post for the campaign calendar. Those times that the young adults on male and female would go on social media to see the newsfeed on Active Life Fitness Everton Hills. Week 1 to week 4 to post on the social media is relatively similar times and different days. Most young adults go on the social media in the morning and afternoon from on the weekdays from Monday to Friday. Weekend for social media platforms is the Saturday and Sunday post on the social media in the afternoon which young adults go on the social media. Week 1 Post 2 on Facebook on Monday at 11am and Friday at 11am Instagram posted 1 at 2pm on a Tuesday Week 2 1 post on Facebook on Monday at 12pm 1 post on Instagram on Wednesday at 11am 1 post on YouTube on Friday at 5pm Week 3 1 post on Facebook on Thursday at 2pm 2 posts on Instagram on Saturday at 12pm and Sunday at 1pm Week 4 1 post on Facebook on Thursday at 11am 1 post on Instagram on Monday at 1pm 1 post on YouTube on Saturday at 2pm 5
Content Creation The content creation is the healthy lifestyle content pillar would be suitable in the social media platforms to post the messages by using Facebook, Instagram and YouTube. The content are healthy food which it is posted on Facebook, healthy food snack Instagram post and gym exercise is post it on YouTube which it is relate to the consumer insight. The consumer insight for Active Life Fitness Everton Hills is that the young adults on male and female want to have a good healthy lifestyle. 1. The healthy breakfast food is in the morning, the set in the kitchen with white furniture and the breakfast bowl is on the table with a healthy drink. The healthy breakfast food is the healthy cereal with a berries fruit with the healthy breakfast cereal together to have a good balance in the morning with a better healthy lifestyle with their food diet. 2. The healthy food snack with a small packet which one female is holding the packet of healthy food snack. The healthy food snack packet is set out in the afternoon at home in the kitchen after finishing the work out at the gym and to make healthy lunch. The healthy lunch to balance out the food diet by using healthy food snack to add on the plate. 3. Gym exercise show the 30 seconds of the video to show the group of 5 people at the gym doing different gym cardio to show the audience with their aspiration to the audiences on young adults to live with a healthier life and with another 10 seconds of the video show the workout of using dumbbell and weight lifting equipment to warm up. Digital Portfolio https://jennychan12blog.wordpress.com/ 6
Reference ACMA. (2009). Internet use and social networking by young people. Retrieved from http://www.acma.gov.au/webwr/_assets/main/lib310665/no1_internet_use_social_networ king_young_people.pdf Brown, J. (2015). How to Get Noticed: 3 Instagram Marketing Strategies. Retrieved from http://contentmarketinginstitute.com/2015/08/instagram-marketing-strategies/ Hanna, R., Rohm, A., & Crittenden, V.L. (2011). We re all connected: The power of the social media ecosystem. Business Horizons 54(3), 265-273. Johnston, K. (2016). How to Market YouTube as Part of Your Social Media Strategy. Retrieved from http://smallbusiness.chron.com/market-youtube-part-social-media-strategy-71589.html Kietzmann, J.H., Hermkens, K., McCarthy, I.P., & Silvestre, B.S. (2011). Social Media? Got Serious! Understanding the functional building blocks of social media. Business Horizons 54(3), 241-251. Whiting, A., & Williams, D. (2013). Why people use social media: a uses and gratifications approach. Qualitative Market research: An International Journal, 16(4), 362-369. 7