MA Digital Marketing and Social Media

Emerging new and online media

CBE 6215

Digital Marketing and Social Media Strategy for

Exallo

Department:

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Abstract

The aim of the present project is to create a digital marketing and social
media strategy for Exallo company. In order to achieve that first we are going to
evaluate Exallo’s present strategies and competition and identify its strengths and
weaknesses using SWOT analysis. Then we will define the objectives and the
proposed digital marketing and social media strategy according to the POEM the
model. Finally, we will define the social media metrics that will be used to watch
and evaluate the strategy’s performance.

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Table of Contents

Abstract...............................................................................................................................2
1. Introduction: About Exallo..................................................................................4
2. Exallo’s Present Digital Marketing Strategy and Competition......4
Website............................................................................................................................4
Social Media..................................................................................................................6
Competition.................................................................................................................10
Swot Analysis.............................................................................................................10
3. Digital Marketing Strategy and Objectives.............................................11
Objectives....................................................................................................................11
Digital Marketing Strategy.................................................................................12
4. Influencer Marketing............................................................................................17
5. Paid Media..................................................................................................................19
6. Earned Media............................................................................................................22
7. Social Media Monitor and Optimize.............................................................23
8. Evaluation...................................................................................................................25
9. Conclusion..................................................................................................................25
References.......................................................................................................................26

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1. Introduction: About Exallo

Exallo is a Greek company which produces handmade wooden products in

fashion and wedding industry. Exallo’s top seller products are fashion accessories
like cufflinks, men and kids’ bowties kids' and wooden phone cases. It is a new,
innovative and ecofriendly company with a strong philosophy around
environmental sustainability which is also represented in the company’s moto ‘In
Wood We Trust’ (www.exallo.co).

Eco-friendly and reusable products are part of the global Green Marketing
Strategy and a huge trend the last few years. For this reason, Exallo can exploit
significant opportunities in the global market by creating a strong digital
marketing strategy.

2. Exallo’s Present Digital Marketing Strategy and

Competition

To be able to build a successful digital marketing strategy for our client

first we need to evaluate Exallo’s present digital marketing strategy, the
competition and proceed to a deeper analysis to identify the internal and external
factors that affect the overall strategy and the achievement of the objectives of
the company.

Website

Starting our evaluation from the company’s website we can see that the
company has chosen a simple design for its the website with the homepage
referring to its new collection. Scrolling down the costumer can view the new
products, the history of the company and the latest news as well. Furthermore,
the company has some strategic key-points in the website that create advantages
in terms of product sales, marketing and user’s experience. Specifically:

 At the home page and in a very clear spot there is message which
encourages customers to submit their e-mail so they will be the first to hear
about new product releases and sales. This tactic is extremely helpful to email

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marketing, which according to Alan et.al., (2010) is a very powerful and effective
marketing technique.

Picture 1. E-mail subscription box at Exallo’s website

 Another positive key-point at Exallo’s website is that at the top of the

website there is a message about the shipping costs. Specifically, the company
informs the customers that there is a free worldwide shipping on orders more
than 100 euros. This helps customers get a very important information but also
motivates customers to increase the number of purchased products so the can
benefit from the free shipping policy
 Other positive key-factors of the website are the “search” option so
customers can easily search for the products they are looking for, the “contact
us” button and the currency options button, which customers can see at the
top of the website all the time. This helps customers find important information
and creates positive buying experience for them.

Picture 2. Positive key-factors at Exallo’s website

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 The website is only in English language, which is very important since
the company is targeting the global market and has only six main categories:
“Home-page”, “Our Story”, “Shop”, “Wedding Package”, “Press” and “Blog”.
 Social Media buttons are both at the top and the bottom of the website,
something that encourages customers to connect with the company in any social
platform they wish and especially on Instagram. Also, very important
information like payment methods and private terms are easy to find by
customers as they are available all the time at the bottom of the website.

Picture 3. Bottom end of Exallo’s website

 Finally, a very important positive factor is that the company has created a
unique blog which as it states is a deep sight into company’s philosophy, travels,
inspiration and products. In this category customers can find photos, videos and
other useful information for the company and its products.

Even though we can find very important key-factors that increase the
effectiveness of Exallo’s website we have identified some missing factors that
could further increase the effectiveness of the website like: α real time
communication chat that allows customers to have a conversation with
customer support at a real time,
the site, absence of video content at the home page which is a very powerful
tool to increase brand awareness (Hemann and Burbary, 2013) and not good
promotion of a very important asset company has: eco-friendly and recycle
materials for its product which is a huge trend at the moment (Young, 2018).

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Social Media

Exallo uses social media as a basic tool of its present digital marketing
strategy. The platforms Exallo uses to promote its product and generally the
brand are: Twitter, Facebook, YouTube, Pinterest and Instagram. Even though
Exallo has a very strong presence in some of these platforms as part of its social
media strategy, in others there is a lack of consistency and content sharing. More
specifically:

On Twitter, Exallo has create an account which has only 498 followers
despite the 505 in total tweets. Even though the company has created and share
great content (quality photos, videos, press releases, etc.) company’s tweet has
very low engagement (likes, retweets, etc.) and a very negative factor is also that
Exallo hasn’t post anything since December 2017 which adversely affects the
company's digital strategy and image (www.twitter.com/exallo).

Picture 4. Exallo on Twitter

On Facebook Exallo has created an official Facebook page with more than
10.000 followers and also a Facebook shop with a call-to-action button “Buy Now”
which directs users to the official website. Facebook shop is a very powerful took
for businesses who want to increase their sales and their brand awareness as well
(Wong, 2017). But despite the popularity of the Facebook page, like Twitter Exallo
has been inactive (no updates) on Facebook since December 2017 while the

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engagement rate in previous posts is also very law (likes, comments, shares, etc.)
(www.facebook.com/exallo).

Picture 5. Exallo on Facebook

On YouTube Exallo has created a channel four years ago and until today
the channel has only 16 subscribers and 5 uploaded videos. Even though YouTube
nowadays is a very powerful social platform Exallo hasn’t focus on developing its
channel and all the advantages can arise from it (www.youtube.com/c/ExalloGr).

Picture 6. Exallo on YouTube

On Pinterest, even though it is a powerful platform for creators and

handmade products, Exallo does not have the expected number followers or

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“pins”. After four years since the Exallo’s profile was created on Pinterest the
company is followed only by 14 users and there is no new post since 2017
(www.pinterest.com/exallo/).

Picture 7. Exallo on Pinterest

Finally, on Instagram Exallo has created an official account and has more
than 2000 followers and a good engagement rate in its posts. But as with the
previous social media platforms, Exallo hasn’t posted anything or has any
presence on Instagram since 2017 (www.instagram.com/exallo.concept).

Picture 8. Exallo on Instagram

As a conclusion we can say that Exallo has developed once a social media
strategy which included all the popular social platforms. But since 2017 the

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 company is inactive in all social media which is a very negative factor in today's
digital age.

Competition

To create a successful digital marketing strategy, we need also to examine

Exallo’s competition and its digital strategy. In Greece there a few online stores
with wooden handmade fashion products and accessories. So, online stores like
“wooden penguin”, “27 wooden accessories” and “Bowties” are the main Exallo’s
competitors in Greece, while worldwide there are several online stores who create
and sell similar products as Exallo. One of the biggest brands in handmade
wooden accessories is the “Bewooden” company.

At the table below we did a comparative analysis between Exallo’s digital

marketing strategy and products and its main competitors in Greece and
worldwide (Table 1):

Websi Online Facebook Instagram YouTu Pinter Twitt

te Shop be est er
wooden Yes Yes Yes Yes No No No
penguin
27 No No Yes Yes No No No
wooden (shopify
accessorie shop only)
s
Bowties Yes Yes Yes Yes No Yes Yes
Bewooden Yes Yes Yes Yes Yes Yes Yes
Table 1. Web presence Competitive analysis of Exallo

Swot Analysis

SWOT Analysis is an analysis method used to evaluate the ‘strengths’,

‘weaknesses’, ‘opportunities’ and ‘threats’ involved in a company, a plan, a
project, or a business activity (Kotler and Armstrong, 2015). Studying Exallo’s
internal and external environment the SWOT analysis for the company is:

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 Handmade Products Small Company - Low
Eco-friendly and reusable advertising Budget
products No use of social media
Online shop platforms the last two years
Quality Content on Social High price of the products
Media comaring to the competitors

Strengths Weeknesses

Increasing Competition
Global Market Economic crisis in Greece
Eco - friendly products is a Opportunities Threats Content creation is becoming
huge trend at the moment more demanding for
Social media busnesses
Brand Awareness

Picture 9. Exallo’s SWOT analysis

3. Digital Marketing Strategy and Objectives

From the analysis on the present digital marketing strategy of Exallo

company, its competitors and the SWOT analysis we can define the objectives and
the future digital marketing strategy for the company. The digital marketing
strategy for Exallo will be focused on the company’s web and social media
presence.

Objectives

Objectives are very important in a marketing strategy and for that reason
we have developed different objectives for Exallo’s web presence and Exallo’s
social media presence. For Exallo’s web presence these objectives are:

 Increase online sales by 10% in 2019 and by 15% the next two years (2020-
2021)
 Increase website traffic by 35% in 2019 and by 45% the next two years (2020-
2021)
 Increase affiliates by 10% in 2019 and by 15% the next two years (2020-2021)

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 Increase leads and registration by 10% (users who subscribe to the newsletter
from Exallo’s website)
 Increase costumer’s loyalty by 20% for the next season (2019 - 2020)

For Exallo’s social media strategy, these objectives are:

 Increase brand awareness through social media platforms
 Increase engagement in all social media platforms by 30% in 2019 and by 50%
for the next two years (2020-2021)
 Develop a consistent presence in social media (daily posts, content with value,
etc.)
 Build a community in social media
 Increase website traffic and sales through social media by 20%

Digital Marketing Strategy

For a small business like Exallo a successful digital marketing strategy can
rely on POEM model, meaning on Paid, Owned and Earned Media (Barman, 2018).
Paid media can be advertisements on Google or other platforms, or affiliate
marketing, Owned media can be the company’s website, blog, or social media
accounts and Earned media can be media that are recommended by customers
(hosted blog posts, influencers, etc.). So, for Exallo’s digital marketing strategy we
will be focusing on:

 Content Marketing: In order to achieve our objectives both in social media

and web presence of the company we need to create quality content (articles,
photos, videos, etc.) that will be shared through all our digital platforms (website,
social media, other websites, etc.). At the same time, we are going to create both
promotional and informational content for Exallo’s website (blog posts, “behind
the scenes videos”, etc.) in order to increase brand awareness and online sales
while this content will be distributed through Exallo’s social media platforms
helping achieve our social media goals as well. Particular emphasis will be given
on the eco-friendly and reusable materials of the products as this is a huge trend
at the moment (Young, 2018).


SEO and Keywords Strategy: According to Jain (2013) “Search engine

optimization (SEO) is the process of optimizing a brand’s content so that it ranks
higher in search engine results pages and drive more traffic to its website” (Jain,

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2013). In order to achieve the objectives we set for Exallo’s web presence we
need to modify the website’s content by selecting key words and phrases to build
a high ranking in the search engines' results such as Google and Yahoo. Our
strategy will be focus both in On-page optimization (website content and
structure) and in off-page optimization (links and social media that bring more
traffic to the website).

Keywords that will be used also for our Google Ads strategy so we can
bring more traffic to Exallo’s website besides the organic results we will achieve
through content creating. In order to achieve our goals we need to use keywords
with a high competition in Google Ad Words for bring more brand awareness and
less competitive keywords to increase online sales (Jain, 2013). A very useful tool
to find the appropriate keywords is the “Google Ad Words Keyword Planner” using
words and phrases like: «wooden accessories”, “wooden bowties”, “wooden
cufflinks”, etc.

Mobile Marketing: mobile marketing is a topic of growing interest and

importance as survey results referring that in the USA already roughly 95% of
companies treat mobile channels as a high priority for customer outreach (Yankee
Group, 2017). Furthermore, recent researches have shown that website traffics
through mobile phones has increased by 50% since 2012 and mobile users have
doubled their time spent on mobile phones (Varnali and Toker, 2018).

Mobile marketing can help a company build brand awareness, change their
brand image, increase their sales, enhance brand loyalty, build customer data-
bases and generate traffic to their website or social media platforms (Yankee
Group, 2017). Thus, we suggest that Exallo should make the content of the
website responsive for all devices and use all the available mobile marketing tools
(QR code, GPS for location marketing, apps, etc.), to allow direct communication
and interaction with its customers.

Social Media Strategy: Through Social Media businesses can reach the global
market, increase their market share, advertise their product and services, drive
traffic to their website or stores, connect with their customers and influence
people about their company or their brand (Mills and Plangger, 2015). We have
decided to use all social media platforms Exallo already uses and build a strong
social media strategy to achieve our goals. In order to do so we are going to use
all the available tools social media are offering nowadays (stories, live videos,

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ships, etc.) and we are going to create a solid monthly plan for Exallo’s social
media content. Specifically:

Facebook

 1-2 daily posts (photos of the products, inspirational quotes, videos, etc.)
 Share a blog post weekly
 Run a contest monthly
 Create and weekly update of Facebook Shop
 Daily Facebook Stories
 Occasionally Facebook Live from company’s events
 Weekly ads
 Complete the all the info on Facebook Page and put links to all the other
social media platforms

An example of a successful Facebook post is pictured below:

Picture 10. Exallo’s Facebook Post Sample

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Instagram

 1-2 daily posts (photos of the products, inspirational quotes, videos, etc.)
 Use of targeting hashtags in every post
 Run a contest monthly
 Connect Instagram shop to Facebook catalogue so we can sell our
products through Instagram
 Daily Instagram Stories
 Instagram Live from company’s events and on new product releases
 Interaction with other users in order to reach brand awareness.
 Create unique hashtag for the company (ex, #exallo, #goexallo,
#iamexallo, etc.)
 Promote other social media accounts of Exallo’s
 Promote Official Website

An example of a successful Instagram post is pictured below:

Picture 11. Exallo’s Instagram Post Sample

Twitter

 2-3 daily twits

 Product pictures on every post
 Tag people on posts to increase engagement
 Promote other social media accounts of Exallo’s

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  Promote Official Website
 React and take advantage of retweets

An example of a successful Twitter post is pictured below:

Picture 11. Exallo’s Twitter Post Sample

Pinterest

 Collaborative boards to find more people and increase brand awareness

 Add 5-6 photos every week on Pinterest boards
 Use relevant keywords on each board so users can find the company and
its products
 More than 20 Pins on each board
 Cover photos changing every week
 Use tailwind to learn which boards have more people's attention
 Share Pinterest content to other social media platforms

An example of a successful Pinterest post is pictured below:

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 Picture 11. Exallo’s Pinterest Post Sample

You-Tube
 Upload a new video monthly (behind the scenes, events, products, etc.)
 Use relevant keywords relevant for each video
 Answering at comments
 Connect with other users and subscribe to relevant YouTube channels
 Create a “video habit” by uploading a new video every week at the same
day with the same theme (ex, “Monday fashion” for showing how users
can wear or use the products)

4. Influencer Marketing

According to Biaudet (2017) “It is getting nearly impossible for brands to

stand out among the crowd of advertisers and that is why many turn into
Influencer marketing”. Influencer marketing is “a new important approach to
marketing because the built-in level of trust between influencer and reader is
essentially impossible for a brand to build alone with the customer” (Biaudet,
2017).

Influencer marketing can take its form in blog posts, videos or pictures on
the influencer’s social media channels, which means content cooperation, and it
can be content for the company’s marketing campaign (including influencer’s
name or picture) or the influencer can be operating as a brand ambassador,
creating competitions for the users, cooperate in different social media channels,
or involving in product development and testing. Influencer marketing can also be
events, trips and workshops, widgets and display advertising (Brown and Fiorella,
2013).

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 In order to build a strong digital and social media strategy we decided to
use influencers in multiple forms such as social media cooperation’s, brand
ambassadors and event advertisers. To identify the appropriate influencers for
Exallo we are going to use an influencer marketing platform. By searching live
social data, we will search influencers in real-time, and ensure we engage the
ones that are relevant to Exallo today. What we are looking for are influencers
with high engagement rate on their social media platforms, who are also fit in
Exallo’s philosophy (eco-friendly products, etc.).

A very useful tool to identify influencers based on their engagement rate

on social media platforms is “Talkwalker’s Influencer One” platform, identifies
influencers based on keywords, interests, bios and more and ranks them by
relevancy (www.talkwalker.com).

Picture 12. Talkwalker’s Influencer One” platform

Influencer Marketing Tactics

 We will identify the influencers that will work for Exallo

 We will assign to each influencer the form of our collaboration (brand
ambassadors will have to share weekly content on their social media
platforms, bloggers must write a blog post each week, vloggers must
upload a YouTube video monthly, etc.
 We will monitor the influencer’s results weekly (social media engagement,
views or traffic from blog posts, etc.)

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5. Paid Media

Paid media are digital or social media / channels a company can use to
advertise its products or the brand in general (Barman, 2018). For Exallo company
we have decided to use the two big social media platforms Facebook and
Instagram to run weekly advertisements.

To create a Facebook ad we need a Facebook account and a Facebook

Page and the basic strategy is to create different type campaigns for each product
category so we can target different Ad groups in each campaign. Because we
have decided to run advertisements on Instagram too, we will connect them to
company’s Instagram account as well.

To create a new Facebook Ad Campaign first we need to define our

marketing objective. As an example we use a new Facebook Ad Campaign for
Exallo’s wooden bowties for men. But because Exallo has four different product
categories our goal is to create four different Facebook Ad Campaigns. So our
objective for the example campaign will be “Brand Awareness”

Picture 13. Facebook Ad Campaign - Objectives

Next step is to Set up ad account.

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 Picture 14. Facebook Ad Campaign - Set up Ad Account

Next step is to create a new ad set and define our audience.

Picture 15. Facebook Ad Campaign - new ad set and audience

Next step is to set a budget and schedule the ad campaign.

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 Picture 16. Facebook Ad Campaign - Budget and Schedule

Next step is to choose how we want Exallo to be represented in our ad campaign

(identity) and also chose the format (structure) of our Ad Campaign, the media
(photo, video, etc.) and the text of our Ad Campaign.

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 Picture 17. Facebook Ad Campaign

The campaign's settings are:

 Campaign's objective: Brand Awareness.

 Campaign's name: Exallo Men Bow Ties
 Audience Targeting: men 30-45
 Placements: Facebook News feed and Instagram
 Budget and schedule: A 5,00 euro daily budget will be set, at schedule
box, starting today, with an automatic bid amount, CPC and a standard
delivery type

Besides Facebook and Instagram Ads to drive more traffic to Exallo’s

website and increase online sales we have decided to affiliate marketing.
According to Lemmenett (2014) “affiliate marketing is a key factor of success for
small business to enter the global market”. So, through big affiliate networks, like
Linkwise in Greece, we are going to create affiliate programs (PPC, PPL, PPS, etc.)
in order to drive traffic to Exallo’s online shop and increase online sales.

6. Earned Media

Earned media (often regarded as free media) attributes the publicity of a

brand to the recognition of its efforts and results. Earned media includes publicity
gained through word-of-mouth, buzz, reviews, news coverage, comments,

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feedback, likes, mentions, shares, and various promotional efforts other than paid
media advertising or owned media branding (Flores, 2014).

From the analysis we did on Exallo’s present digital marketing and social
media strategy we noticed that there are is a very low engagement on every
social media platform Exallo uses (small number of likes, comments, shares,
views, etc.). So in order to take advantage of earned media we need to:

 Create quality and engaging content for Exallo’s promotion (user must feel
that is share worthy)
 Build online relationships (engage with other users on social media)
 Share resources and content posted by other users that is relevant to
Exallo’s brand and give them feedback and reviews on their posts
 Combine earned media with owned media (share any positive feedback
Exallo’s products or services received from third parties) (testimonials,
reviews, etc.)
 Integrate earned media strategy with influencer marketing strategy

7. Social Media Monitor and Optimize

Monitor and optimization “is the continuous systematic observation and

analysis of social media networks and social communities” (Ryan, 2016). So, in
order to evaluate how our digital marketing and social media strategies are
performing, we need to measure the social media campaigns and identify possible
further improvements. There are plenty of available metrics and tools which can
help Exallo to evaluate if the objectives have been achieved and which or how
each platform has performed.

One of the most common tools for measuring a website traffic is Google
Analytics. For social media we can use Facebook’s Ad Manager (to evaluate our
ad’s performance, see the engagement, the organic or paid reach of our posts,
etc.). For Instagram we will use Instagram Insights and for Influencer marketing
we will use the same platform we used to identify our influencers, the
“Talkwalker’s Influencer One” platform.

Specifically the Social Media Metrics that will be used are:

Facebook

 Engagement

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  Reach
 Impressions
 Referral Traffic
 Likes and Follows
 Video Engagement
 Facebook Ad Metrics
 CTR, CPC, CMM, CPA

Instagram

 Followers
 Top posts
 Engagement
 Tagged hashtags
 Organic and Promoted impressions

Pinterest
 Pins from the site Views
 Repins from the site Subscriptions
 Engagement
 Reach
 Visitors and Visits
 Most repined content

YouTube
 Views
 Subscriptions
 Likes
 Dislikes
 Comments
 Average view duration

Twitter
 Average Tweet Performance
 Engagement
 Content performance
 Hashtag performance
 Impressions

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8. Evaluation

To be able to evaluate Exallo’s new digital marketing and social media

strategy we need at least a time period of three months. At this moment we will
have adequate data from all digital platforms to compare the results with the
objectives we set. In case of deviations from the objectives, we will proceed to an
adjustment of our strategy in areas that are not effective. The final evaluation will
take place at the end of the year.

9. Conclusion

The present project was about Exallo’s digital marketing and social media
strategy. To create our strategy we used the POEM model starting with Exallo’s
present digital marketing and social media strategy and proceeding to set the
objectives and develop and implement specific strategies and tactics to achieve
them. Nowadays, businesses can achieve many more goals by incorporating in
their strategy all modern digital media and tools. For Exallo project we decided to
use some of them like social media, content marketing, SEO and keywords,
Influence marketing, Mobile marketing and social media Ads in order to achieve
brand awareness, sales raising, engagement raising, brand awareness and loyalty
with customers.

Furthermore more tools like social media metrics and analytics observation
especially of the paid media will be needed in order to evaluate the results of the
implemented strategy and the achievement of the goals we set.

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www.exallo.co

www.twitter.com/Exallo

www.facebook.com/Exallo

www.youtube.com/c/ExalloGr

www.pinterest.com/Exallo

www.instagram.com/exallo.concept

www.talkwalker.com

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