Roman Paradigm: Social Media Strategy
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Our team took over the social media of Roman Paradigm massage. We applied best practices to increase customer engagement by identifying target audiences, analyzing demographics, creating relevant and engaging content, and analyzing the strengths, weaknesses, opportunities, and threats with Roman Paradigm.
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Roman Paradigm: Social Media Strategy
- 2. TEAM MEMBERS AND RESPONSIBILITIES Kenan Vilic Account Executive Joachim Custodio Twitter Content Strategist Allison Adams Results Analyst Karlene Simon Twitter Content Copywriter Ezra Tesfay Facebook Content Strategist Vincent Vicini Facebook Content Copywriter
- 3. ABOUT ROMAN PARADIGM MASSAGE • The name itself symbolizes a lifestyle of relaxation, massage, and bathing as the ancient Romans lived by. • Focuses primarily on sports therapy, clinical massage, chiropractic care and relaxation massage.
- 4. ABOUT ROMAN PARADIGM • The target audience is focused on people feeling muscle pain, joint stiffness and stress. • Every visit to the office guarantees consistent satisfaction. Roman Paradigm has established itself in the Bay Area, especially from treating members from the Sharks and 49ers organizations.
- 5. S.W.O.T. ANALYSIS Strengths • Established Business • Community Involvement • Strong Brand Personality • Clientele base is strong • New Website Weaknesses • Low engagement on social media • Facebook and Twitter linked • Shifting traffic from old website to the new one Opportunities • Twitter Growth • Strengthen Brand Loyalty • Prime Proximity • Expansion Target of Audiences Threats • Cluttered Competition • Massage Market is low • Perceived as Luxury Service
- 6. OBSTACLES TO CONTENT CREATION • Shifting traffic towards new website • Relating content back towards Massage Therapy • Simplifying messages • Low audience engagement
- 7. PROCESS OF SELECTING THEMES • To create attractive, compelling content that would facilitate user engagement • What was relevant and timely • How to promote gift certificate sales
- 8. CONTENT THEMES • Massage Techniques • Healthy lifestyle • Staff Highlighting • Special Events • DIY Massages • Current Events • Well-Being • Food • Promotions
- 9. PROCESS OF CREATING CONTENT • Provided massage techniques from Roman Paradigm’s new website • Posted Blog posts from Roman Paradigm’s staff that promotes a healthy lifestyle • Employee of the Week • Creative content to increase awareness of gift certificate opportunities • Preparing content for upcoming events such as sports games, elections, and holidays • Post content that relates to followers and fans
- 10. EXAMPLES OF CONTENT CREATED FOR ROMAN PARADIGM
- 11. BEST AND WORST PERFORMING FACEBOOK CONTENT Best Worst • Relevance to current significant event • Images not eye-catching
- 12. BEST AND WORST PERFORMING TWITTER CONTENT Best Worst • 481 Organic impressions • Current involvement in trending hashtags • 105 organic impressions • Lack of image
- 13. RESULTS • We unlinked the Facebook account from the Twitter account and created independent content for each platform. • Created a larger presence on Twitter • Refocused content on company promotions and branding image