This paper presents a social media marketing plan for Cuphon, a mobile phone coupon application targeting style-conscious young consumers. The plan examines how Cuphon can leverage Facebook and Twitter to build brand awareness, foster community engagement, and promote merchant partnerships with brands such as McDonald's and Walgreens. It addresses the importance of posting frequency, consistent brand voice, search engine optimization, blogger outreach, and social bookmarking. The paper also recommends developing high-profile promotional events — inspired by Groupon's skydiving campaign — to generate online buzz and distinguish Cuphon from competing discount services in an increasingly saturated digital marketplace.
Social media is a critical aspect of building any new brand's reputation. Consider the number of goods and services that have developed a following purely through online goodwill, spanning from Groupon to Facebook. Using social media to build brand awareness for a mobile phone marketing application known as Cuphon is especially essential given the demographic that is its main target — young consumers who are style-conscious and want the latest or "next new thing" at a bargain. The Cuphon model of commerce depends upon impulsive purchases by individuals who are constantly using their mobile phones to connect with businesses and services that excite them.
Cuphon, to build awareness of its service, is currently partnering with popular youth-oriented marketers such as McDonald's and American Outfitters. It emphasizes the ability for users to get instant specials by texting Walgreens, McDonald's, American Outfitters, and other popular youth brands through its application. Cuphon can be accessed through all types of mobile phones, including Android and Apple devices. It emphasizes the customized and time-saving nature of its approach. According to its website: "Cuphon lets you be picky about which merchants you save money from. Subscribe to your favorite merchants instantly and on-the-go." Consumers can ensure that they are not spammed or bombarded with information they regard as irrelevant through Cuphon, and they also do not need to worry about clipping coupons for special offers, as members of a previous generation once did.
To achieve its goals, Cuphon must establish a more robust Facebook and Twitter presence. These two sites are the cornerstones of any social media campaign. By becoming a "friend" of Cuphon on Facebook, consumers can constantly check for updates about available new offers that might be relevant to them — offers they can add to their phones as more merchants become interested in using the service. Beyond being informative, there should also be an interactive element to Cuphon's Facebook presence. For example, Facebook friends can be encouraged to comment about offers, such as noting a great deal they found at a particular merchant. More importantly, Cuphon can encourage this participation by posting free giveaways, whereby users who are "friends" are asked to "leave a comment" about a subject for a chance to win extra cash. When promoting a McDonald's-related discount, for instance, Cuphon can post a question like "What is your favorite way to eat a Chicken McNugget?" and state that one commenter will be chosen at random to receive a free six-pack of McNuggets.
From a financial standpoint, Facebook also has the advantage of being inexpensive yet highly trafficked. It is very easy to "like" a page. Typical Facebook users are reasonably comfortable with using the Internet, and since individuals in their prime career-building and income-earning years use the platform alongside twenty-somethings and teens, there is potential to reach high-income earners as well as younger consumers. The broad user base of Facebook is also advantageous given the variety of offers provided by Cuphon, which is unlikely to appeal to a single market segment. Even if younger users are the primary target, the typical Walgreens shopper is likely to differ considerably from the typical Abercrombie & Fitch shopper.
The microblogging platform Twitter also allows for moment-by-moment participation. Cuphon can update users via its Twitter feed about new offers as they become available. Cuphon's core users are often logged onto Twitter and Facebook regularly to interact with friends and businesses, and "following" Cuphon on Twitter enables users to keep track of special deals. Cuphon should also use Twitter to create a sense of community, taking advantage of the ability of followers to direct comments to the organization. For example, Cuphon can ask its Twitter followers what they bought at the Gap using a specific coupon offer, or what offers they would like to see in the future. It can even ask followers less commercially directed questions. Since Cuphon is trying to establish itself as a quirky, outside-the-box company, posing random questions about pop culture and everyday life can foster a stronger sense of loyalty to the brand — even though engaging conversation is no substitute for offering highly desirable products.
Facebook, Twitter, and website updates should all be worded in a fun, youth-friendly style. Young people should feel as if Cuphon speaks in their voice, and even for older users, the desire to feel young and to participate in a deal that is "of the moment" is a core part of Cuphon's appeal. This sensibility is already visible on the Cuphon website, which advertises that it offers "deals in your pants" (i.e., on your phone) and invites users to "send us cupcakes" to its mailing address. However, clever wording on a website is merely a start in crafting the Cuphon brand voice. That voice must be consistently articulated on both Facebook and Twitter.
"Consistent tone and frequent posting requirements"
"Using bloggers and bookmarking to grow traffic"
"SEO and multimedia to attract search-driven users"
"Event-driven promotions to generate online buzz"
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