Deliverable 3: Social Media Strategy for Costa's Customs' Platforms

This report, "Deliverable 3," details a social media strategy for Costa's Customs, a brand specializing in clothing for babies and children, including high street fashion and corporate wear for adults. The report selects Facebook and YouTube as the primary platforms, analyzing their potential for B2C marketing. The strategy emphasizes content quality, including visual content on Facebook and original, engaging videos on YouTube, with a focus on reaching influencers to promote brand awareness. The report suggests strategies such as showcasing product comparisons, emphasizing the quality of materials, and using celebrity endorsements to attract audiences. It also analyzes the social technographics ladder, targeting critics on Facebook and creators on YouTube to foster online engagement. The report draws on academic sources to support its recommendations for digital marketing, including content marketing, influencer marketing, and e-commerce analytics.

Running Head: Deliverable 3
Deliverable 3
University Name
Student’s Name
Author’s Note

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Table of Contents
Selection of 2 specific social platforms for Costa’s Customs’..........................................................3
Facebook......................................................................................................................................3
YouTube.......................................................................................................................................4
Recommendation of Social media strategy for utilization of each platform..................................5
Focusing on content quality.........................................................................................................5
Reaching Influencers....................................................................................................................5
Social techno-graphics ladder Analysis............................................................................................7
Critics for Facebook......................................................................................................................7
Creators for YouTube...................................................................................................................7
Reference List..................................................................................................................................8

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Selection of 2 specific social platforms for Costa’s Customs’
Facebook
The first social media marketing channel selected for Costa's Customs’ is going to be
Facebook, the biggest and most popular site for social networking. Facebook has the maximum
number of active users and 97% of the b2c marketing agents use this platform. Facebook offers
digital marketers with a plethora of paid as well as organic opportunities for b2c marketing. This
platform provides for more engagement opportunities for marketers and customers than any
other platforms. Audiences are invited to like, share as well as comment on the posts over
Facebook.
Facebook is at once favourable and unfavourable as well for marketers. It is very hard to
approach audience personas while they are sharing, or browsing personal content over Facebook.
However Kawaf and Istanbulluoglu (2019), states that with development of large amount of
original content on Facebook brand awareness is increased to a great extent. However, Jaman
and Anshari (2019), states that it is probably more expensive for newer brands. Costa's Customs’
is going to enjoy the popularity among Facebook users because the brand did not have any
significant presence over Facebook anytime back. That is why when Facebook marketing
content will be launched; people will perceive it to be a new brand hitting the market. However,
Facebook marketing works best when companies whose Facebook analytics to show suggesting
search results which direct link to company website, based upon the preferred choices of the
customers. In this context, our Digital Marketing firm will have an extra benefit to create
Facebook content for Costa's Customs'. This is because, along with launching content social
media platforms for Digital Marketing, the company has also decided to enter into the E-
Commerce platform. Costa's Customs ‘has sales contract with ebay.com, amazon.com

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aliexpress.com and few other E-Commerce websites also. This will facilitate the generation of
search related content for individual customers of Costa's Customs'.
YouTube
The next most potential social marketing platform for Costa's Customs' is YouTube the
biggest platform for online video sharing. YouTube allows the market post direct brand
marketing videos like advertisements video blogs, original videos as well as advertisement clips.
Since the YouTube users so far, have not seen videos for advertisement of Costa's Customs', they
will be in genuinely interested to watch the content videos. However Chang, Yu and Lu (2015),
states that there are about 10 to 15 average, small and enterprising brands releasing content
videos over Facebook for the first time each week. That is why, Sajid (2016), thinks that
YouTube content should be original, interesting and at large funny or humorous which will be
able to draw the attraction of the audience over other fifty or sixty brands of the same genre
trying to promote their content.
YouTube can turn out to be a good platform for Costa's Customs ‘to promote their new
range of fashion clothing for babies and children. However, mention that YouTube content needs
to be authentic and the ideas should be unique. In this context Mochon et al. (2017), suggest the
new and upcoming brands to create humorous videos as a part of their brand awareness
development programme. For evidence, the researcher provides the example of Hotels.com,
which played prank on the viewers with the skip this ad button of YouTube. When the viewers
tried to press the skip this ad button of YouTube, all the people who were starring in the ad,
started to skip, literally.

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Recommendation of Social media strategy for utilization of each platform
Focusing on content quality
In the US market, the frequency of Facebook posting by popular brands Has Fallen considerably.
Hence, influenced by the views of Wu (2016), it can be stated that the digital marketing strategy
of posting messages and modelled pictures of products will not be of any help , in the current
competitive digital marketing platform. In order to bring about diversity in content marketing,
Costa's Customs ‘can take the route of announcing the potential discount or other financial offers
what their products through Facebook advertisements. One advantageous fact for b2c customers
is that the rate of content sharing over Facebook is very high, but then the contents should have
something abstract and interesting about it.
However, the main differentiation strategy for Facebook marketing of Costa's Customs’ is going
to be the development of visual content over Facebook which is more engaging. As stated by
Brooks (2017), images gather 2.3 times more attention than normal message post Facebook that
have no pictures attached to them. However, since 2016 it is visible that lion share of marketing
content have photos of models showcasing the brand or illustrated presentation of brand names
with them. However, since that separate section for watching videos has come over Facebook,
potential brands like Amazon, Target and others alike have shifted to video demonstration
compared to other content type for gaining competitive edge over other marketing companies.
Reaching Influencers
For clothing retailers like Costa's Customs', who do not have large number of physical
stores, capital on the brand sensation among Facebook audience would not be a clever option.

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On the contrary, the videos created for Facebook should aim to justify the competitive factors of
the product offerings of Costa's Customs ‘compared to the other main stream brands. For
evidence, since Costa's Customs’ specialises in clothing products of babies and children they
emphasize that the toxin content of the raw material used for making clothes are at minimum
level.
However, while promoting the brand name and authenticity of products, the organisation
should not forget about product marketing also. The offer clothes of High Street fashion as well
as that of Corporate wear for adults. In this context Jaman and Anshari (2019), views that new
line-up of clothing Trends is compulsory for retailers of High Street fashion clothes and so far as
corporate Where are concerned, the linen quality and Elegance of look at the two primary factors
that affects sales of clothing products.
Customised product suggestions can be provided to individual customers by using
ecommerce analytics like Google support. The audience can be attracted by showing searches
related to their most preferred clothing styles based on their previous purchases over Facebook.
In this context it can be for the recommended that search advertisements portray the price
comparison of Costa’s Customs’ with other major brands microscopic display of the products to
show the quality of linen used in them.
The YouTube marketing content should be aimed towards reaching influencers. When
any potential influencer post comments change the YouTube videos, marketing agent to make
sure that they reply promptly to such comments. In order to showcase the brand, Costa’s
Customs’ should invest over contracting the right influencers also. This is why; it is suggestible
that the videos or advertisement clips should showcase famous local celebrities. This will attract
the influences to post related comments regarding the celebrities and the fashion selected for

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them in the videos. As such, these videos will become the topic of social debate and in turn gain
huge word of mouth publicity.
Social techno-graphics ladder Analysis
Critics for Facebook
The targeted group selected from the social technographics ladder for Facebook is the
group of critics. This group news, updates or any other kind of promotional posts also. However,
their tendency is to compare the product offerings and other posts of one brand with that of other.
As such, Kawaf and Istanbulluoglu (2019), states that online interaction among audiences is
maintained as a result of involvement of such critics.
Creators for YouTube
Creators are mostly acting over the internet, engaged in creation of blog post and
comments on variety of contents, both promotional and generic. The highly creative YouTube
videos can expect comments, criticism or discussion from such creators. Many of them have
their own platforms for sharing content. As such, Costa's Customs’ should have an experienced
digital marketing team which will be engaged in media trafficking over the internet in order to
find search posts using Search Engine Optimisation. In the comment section of YouTube videos,
the link of those posts can be posted in order to make the viewers more about the brand.

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Reference List
Brooks, R. (2017). Youtube Marketing: A Quickstudy Laminated Reference Guide.
Chang, Y. T., Yu, H., & Lu, H. P. (2015). Persuasive messages, popularity cohesion, and
message diffusion in social media marketing. Journal of Business Research, 68(4), 777-
782.
Jaman, S. F. I., & Anshari, M. (2019). Facebook as Marketing Tools for Organizations:
Knowledge Management Analysis. In Dynamic Perspectives on Globalization and
Sustainable Business in Asia (pp. 92-105). IGI Global.
Kawaf, F., & Istanbulluoglu, D. (2019). Online fashion shopping paradox: The role of customer
reviews and facebook marketing. Journal of Retailing and Consumer Services, 48, 144-
153.
Mochon, D., Johnson, K., Schwartz, J., & Ariely, D. (2017). What are likes worth? A Facebook
page field experiment. Journal of Marketing Research, 54(2), 306-317.
Sajid, S. I. (2016). Social media and its role in marketing.
Wu, K. (2016). YouTube marketing: Legality of sponsorship and endorsements in advertising.
JL Bus. & Ethics, 22, 59.