By Claudia Demaeght (youngster of DFF)
As mentioned in the last blog of Nathalie and Brent I, as a member of the group communication, will elaborate on the subject of social media.
To introduce the project and make our target group enthusiastic to visit our museum, the group communication received a budget. The budget wasn’t very large, but that was rather a challenge than a threat to us. One of the cheapest ways to communicate these days is through social media and because youngsters are very present on the social media, this was one of the main elements of our communication plan.
We divided our plan into 4 subgroups, namely: online communication, guerilla marketing, offline communication and press. I will tell you a bit more about these parts that integrate social media.
In our group, Justin, Jacob and I discussed al lot on the subject of social media. Eventually we confined ourselves to the 2 most popular among youngsters: Facebook and Twitter. We thought this was the most efficient way to reach our target audience. Brent and Nathalie made a Facebook-account for DFF at the beginning of the project, and with more than 250 likes this was already a good medium to reach a lot of people. We want to use Facebook for both information and fun. You will find information like where, when, who and why but also pictures and crazy facts about diamonds bearing in mind the ‘ like and share principle ‘. We want to make sure that people like our page and share things they like with their friends. Starting from the launch of our guerilla marketing campaign we want to use our campaign image as cover image on the page. That way the campaign image will be well-known by our visitors.
Twitter was the second social networking site we decided to use. We use Twitter to reach more international audience. Therefore we deliberately communicate in English. Because you are restricted to 140 characters we will use it to post short informational messages but also short fun facts about diamonds. Other social media we thought about to use were Instagram, Pinterest and Tumblr. In Belgium our target audience is not as present on these social media as in America and the UK so we decided to just focus on Facebook and Twitter.
Facebook and Twitter are not the best channels to tell the whole DFF-story, that’s why a WordPress website is being created right now. My co-worker Justin is a handyman when it comes to graphic design so I am already curious to see the result!
Because we were encouraged by Nathalie and Brent to think outside the box we wanted to create something fun and unexpected for the guerilla action, something that people will talk about. The winning idea was to distribute a lot of saddle covers for bicycles on places that youngsters and tourist will visit during the period before and during the launch of the museum. Kind of a saddle cover raid! On these covers the DFF-website will be mentioned and here the visitors can participate in a contest to win a real diamond!
The DFF-Facebook and Twitter page will also be present on all the offline media like on beer mats, posters, postcards, flyers and on trams. I hope by the launch of the museum we have a lot of ‘likes’ and ‘followers’… and that our efforts will be rewarded!