Social Media

Objectives: 

The main objective of our social media campaign is that we are trying to increase brand awareness for 42 & Co. We want to do this by building an audience across various social media channels. A secondary objective of this social media campaign is to increase sales through our social media channels. 

KPIs: 

A Key Performance Indicator for increasing brand awareness is monitoring views/hits on various platforms. For Facebook, we will monitor likes and shares on a per month basis. Instagram will be the main place where our fan engagement will take place. We will monitor success by keeping track of participation through Instagram Shares. 

A Key Performance Indicator for our secondary objective of increasing sales by monitoring clicks to purchase ratios on various platforms. For Facebook, we will link purchase sites and monitor how many people click on the link and follow through with purchase. For Instagram, we will have sponsored posts appear in people’s feeds and allow them to use the link to lead to the 42 & Co. website

Platforms: 

YouTube:

• We will use the YouTube platform mainly for fan engagement purposes. We will have testimonials and fan experience stories that will serve as PR for the brand. We will have the capabilities to share the videos to our Facebook page and we can link the videos in our Instagram bio. Success will be managed by views and sharing capabilities.

Instagram: 

• Instagram will be the platform where we share the “vibe” of 42 & Co. We want the luxury aspect of the brand to be very obvious when viewing the page. Another huge value aspect of the Instagram platform is the ability to share posts. When a person shares a post, it shares to all of their followers. It is essentially free promotion to people who might now be aware of the 42 & Co. brand. The Instagram platform will be very valuable in that we can have giveaways as incentives for post sharing. 

Facebook: 

• Facebook will be where we target the family audience. Most middle-aged adults, many of them parents, have Facebook pages. The main success of our Facebook page will lie in our audience sharing our posts. We also have the potential for professional players to hop on the Facebook page for the day as a sort of “takeover”. 

Platform Strategy:

• What type of content will you be publishing?
  • YouTube: The content that will be published on our YouTube page will be videos of fan testimonials, compilations of 42&Co. events, and just fans having fun at the field in general. 
  • Facebook:Facebook will have daily posts of various content. In terms of generating sales, links to the 42 & Co. Reservation website will be posted every day. We will be able to measure clicks to purchase ratios 
  • Instagram:Instagram will be a less frequent entity, but I believe it will be our most valuable. It will convey the value of wealth and luxury with images that are simple, modern, and straightforward. 

• How often will you publish content?
  • YouTube: Weekly 
  • Facebook: Daily 
  • Instagram: 3 posts per week 

• How will you attract followers?
  • We will be promoted through MLB entities. We will also attract followers by offering incentives to follow the pages. For example, a like or follow would get a fan a free hot dog.

• How will you use the platform’s native features?
  • YouTube:We will monitor the comment section of YouTube and respond to comments both good and bad accordingly. 
  • Facebook:We will use the Events planning capabilities for raising awareness to events we host at 42 & Co. Users have the option to say they are going to the event and the event automatically shares with their Facebook friends. Users will also have the option to share posts. 
  • Instagram:Instagram stories and polls will be heavily used to engage customers. Same as Facebook, users will have the opportunity to share content to all of their followers. 

• What will be the tone of your posts? (this must align with your brand tone)
  • The tone of the posts on all 3 platforms will convey a tone of luxury and class. Facebook will focus more on family values. Instagram will convey the luxury side of 42 & Co. The YouTube platform will be used for the fun aspect of the brand.
• How you’ll engage and respond to your audience
  • Giveaways and incentives will be a huge factor in audience engagement. We want to engage customers as much as possible on every platform, and giving fans the incentive that they will get something draws them to. 

Micro-Content:A large number of our Facebook posts will be shorter clips of the videos we post on our YouTube platform. Our Instagram posts will consist of images brought in from a graphic designer and photographer we hire out of house. MLB will also be providing images for us to use for the Instagram.