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Spin1038 went on air for the first time on April 19th 2002 and includes music, entertainment and news content.

58% of their listeners are adults and this can have an impact on their social media platforms, which are more popular and which are less popular. The older generation tends to commonly use older social media platforms like Facebook and Twitter that are more formal in a sense and have been around for a longer period of time and they know how to use them rather than jumping on the newer platforms.

Facebook is their most successful social media platform and it has 422k followers, following Twitter that has 311k followers.

Instagram and TikTok are the two social media platforms that have become extremely popular but they are Spin1038 weakest audience platforms. Their Instagram account has 125k followers and they would only get 1-13 comments on each post. Their TikTok account only has 19.k followers so a result that I would want would be to have a social media strategy that would massively increase these numbers and grow their Instagram and TikTok accounts.

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Ireland's Own is Ireland's longest running family magazine issued in Co Wexford with a circulation of 30,000 readers (stats from MEDIALIVE - Ireland's Leading Media Resource

It is popular with the Irish community in Britain,  Europe, Canada, the US, Australia and New Zealand.

Currently its Facebook page displays the magazines covers only. Each post gets approx. between 50/70 likes, 5 shares and 3 comments. It does not have a presence on any other platform.

The need of this campaign is to build on the existing online presence of 1610 followers on Twitter, and 20,812 on Facebook .

The results will be to  increase the followers, form community, encourage meaningful engagement, build brand awareness and grow the customer base.

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The creators that I'm going to pick is The Bogey Men podcast. Podcasts has become a big part of people's lives nowadays due to the rapid increase of smartphones and apps. This podcast that I mentioned above is an Irish golf podcast and it has a small audience at the moment but by promoting it I believe that they can grow their audience.

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The Sunday World News Paper.
As a a whole Newspapers have become an old fashioned thing of the past. Elderly people, mainly buying and reading physical newspapers.
However, it's all about the digital age these days, the majority of people get their news online. The problem is not many people are searching for news anymore as they get automatic updates through their phone. My Samsung phone having upday already installed, giving me hourly news updates.
Newspapers and Social Media doesn't work, simply because the promoters of these newspapers do not know how to interact with their audience and need a totally new image, almost moving away from the average, old fashioned version of a newspaper online.
The Sunday World Newspaper is Ireland's first tabloid, and began publishing in 1973 and is one of Ireland's best selling newspapers.
Every Sunday it brings crime reports, showbiz/entertainment stories, news and sport stories. This paper sells over 400,00 copies every week.
This number is HUGE, however their Instagram is lacking followers with only 7,707 people following. On Facebook, a now considered "older generation" social media tool, posts have a max of 34 likes. This is miniscule compared to the amount of readers they have.

My Plan would be to increase, Instagram followers/ likes and the same for Facebook. Build brand awareness, Better customer/reader engagement, Bring in young crowd, Update the "bringing old newspaper style to the digital world" and make it young, current, and enticing to younger generations.

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Dr Martens is a British footwear and clothing brand based in the UK

They were found in Germany 1947 by Dr Klaus Märtens who developed the trademark air cushioned soles to help ease the discomfort he experienced after breaking his foot.

Their products are sold around the world including Ireland

They sell online via their own website and through online retailers like ASOS, Littlewoods, Schuh and Office.

They also sell through brick and morter retailers like Schuh and Office.

They also have a number of brick and morter stores. Two of which are on the island of Ireland, in Dublin and Belfast.

Their products started out as army boot and work boot. However the product became popular with people looking for a comfortable shoe such as housewives who made up about 80% of their trade for first decade operating.

From the 1960s onwards they then become associated with many subcultures such as skinheads, punks, mods, and scooterboys

Today they have carved a market space within the mainstream fashion world while maintaining a sense of anti-establishment appeal todays' punks and goths.

Their online marketing focus on "going beyond with boots" focusing the culture of Docs by encouraging users to create content, teaming up with musicians and artists, as well as holding gigs for Dr Marten's customers.

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Dublin Comic Con (DCC) is a convention for enthusiasts of all things comic and graphic novel related. DCC was launched in 2013 by two irish guys that met at an american convention and  decided to take advantage of the gap in the market back home.
Since then DCC has become a massive name in the convention scene in ireland and is recognised internationally as one of the best Con's.
During the pandemic DCC held virtual events and anyone holding a ticket for 2020/2021 can still redeem it at either the spring convention or the summer convention.

DCC being so highly regarded in the convention community, their social media presence leaves a lot to be desired.

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MiWadi is an Irish squash brand, which since it's introduction in 1927 has became a household name.
It's variants range from the more common flavors of orange, blackcurrant and apple, to more exotic flavours of lemon, lime and tropical.
As of 2005, it accounted for 37% of fruit squash sold in the Irish market.
Although a familiar brand that comes with nostalgia, the brands social media presence is relatively weak. Their instagram following is 2.7k, ranging from 5-15 likes per post. Their twitter presence is seemingly non - existent, with a "restricted account" warning. No TikTok presence - huge potential for Irish TikTok - similar style to RyanAir possible

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Specific Goal- to grow their Instagram and TikTok accounts and this can be done by increasing young people’s engagement and awareness. I am planning to focus on the age range of 18-25 year olds because there are a lot of people of these ages getting driver licences at the moment after Covid and if they are listening to music and entertainment segments on Spin and there can be a competition that would incorporate the company’s social media. This results in the increase of listeners of the radio station and also the growth of their socials.

Measure- I will analyse the content that was posted at the very start of their creation of their  Instagram and TikTok accounts to the content that they are currently posting and see if the level of engagement increased or decreased and try to figure out why. I will also observe if the content needs to be like it was before but more newer, attention grabbing both visually and language wise and entertaining or does it need to be completely changed and test out what the audience feedback will be.

Achieve- to grow their TikTok by using trending # and sounds that will then come up on people’s for you pages. Personally, I know that young people don’t like long videos on TikTok and it became a life-saver when the new feature of skipping through became available. TikTok is popular for entertaining 30 second videos that you watch, enjoy and scroll to the next. Their account has very long TikToks which to me, were already boring. To grow their Instagram it is important for the company to do giveaways which are now popular. Everyone likes something for free and especially when you barely have to do anything to get it. The rules are usually simple. Like the post, follow the account, tag 3 friends and share to story.

Relevant- It is relevant to the existing audience because they might want a new presentation of content which Facebook and Twitter hasn’t been offering so to get their attention and desire to learn about new social media platforms, the content has to be full of energy that can be passed on through a screen. Polls asking about what content is enjoyable can really help in understanding people’s likes and dislikes. Young audiences are also needed to grow these 2 social media platforms.

Timebound- I will start to observe the audience engagement with the social media content about the upcoming International Women’s Day and St. Patricks Day and the way this content was presented. I will then start my way of figuring out how to grow their Instagram and TikToks. I will set targets for daily/ weekly follower gaining and likes and will also see what age demographic is involved.

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My smart goals are to gain more followers on their Instagram page and for The Bogey Men to have up to 2,000 followers on their Instagram. To get their audience more engaged with the podcast by having giveaways or having competitions through their Instagram page. To promote golf and let people know what is currently happening in the game with having analysis on Irish golfers.

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Specific Goal- My goal would be to increase the amount of followers and likes the Sunday World have on Instagram. I want to try and increase their reader engagement levels, The paper sell so many copies every week, so to entice these buyers to their online platforms would really help them. Specifically, I would want to take over their social media and really make it young, current and enticing to new and old readers.

Measure- I would have to measure and compare The Sunday World socials to a more successful newspapers social media presence.
I also would measure the social engagement aspect of their social media accounts, so this would be how many 1. Comments
2. Likes
3. Shares the newspaper is receiving.
Trying to build on that and maybe asking the readers how they think we can improve the newspapers engagement levels.

Achievable- I think i could manage to make the newspapers socials, young, current and up to "Social Media influencer" standard, as this is really the goal of most people's Instagram pages, who has the most Instagrammable page. My Goal would be to gain at least 100 likes on a post rather than the 2 likes they gain on a daily basis on posts.

Relevant-  Young, Instagrammable way of posting. Asking existing followers what they want to see.

Time-Bound- My Goal would be to start in the next 2 weeks, as we have a lot of news now with everything going on in the Ukraine. So to start in the next week or 2, means a story to pull content for and huge engagement with new and old readers. The Oscars is also coming up on the 28th of March so this is another big entertainment story that content could be pulled from.

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Specific: Drive engagement with the followers of DCC through consistency and reciprocal engagement across their social media platforms. Revamp content and post styles from informative to interactive and create original graphic and video content.

Measurable: The low level of reactions, comments and shares on the posts of DCC mean progress will be easy to measure.

Attainable: Within a 3 month period of executing my social; media strategy, I believe the DCC will see massive growth, The low level of engagement means that its close enough to starting with a blank canvas so a new SM tactic won't be a drastic change to its followers.

Relevant: As a person that has an interest in this community, I believe I can reach the audience in a manner that will be pleasing to them. MCU is the biggest cinematic event in recent years so there is a new audience out there just waiting to be reached.

Timely: I believe that within 3 months my strategy would launch the DCC social media presence into the feeds of many people. By the time next years Cons begin their accounts will have expanded tenfold.

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Specific: My goal would be to maximize MiWadi's potential to be rejuvenated in Gen Z. As a brand that many young Irish people grew up with around their house, at parties, in the local pub etc. I think this brand has a lot of opportunity for social media presence. I want to increase their follower engagement on instagram through more eye-catching ads and competition. I want to set up a Twitter in order for more awareness of the brand through comical tweets. I want to create a TikTok page with a relatable sense of Irish humour.

Measure - The low level of engagement and lack of social media presence across certain platforms will make this progress easy to measure through followers, comments and reactions.

Attainable: As someone who is familiar with the brand and am surrounded by those who are the same, this comfort drink is one that not many would be opposed to see make a comeback online.

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Increase listeners.

Encourage competitions on radio and a like and follow on Instagram- texts cost money

Build genuine virtual relationships and keep audience loyalty.

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Increase customer engagement

Build relationships

Promote brand awareness

Ensure customer loyalty

Promote Sales

Safeguard future customers

Create brand ambassadors

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To develop a younger audience.
To promote golf as a sport.
More brand awareness on social media.
Attract more engagement from the public particularly young and upcoming Irish players.

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1. Gain new readers.
2. Gain a young audience.
3.Get more followers/likes/customer engagement without taking away from physical paper sales.
4. Build brand awareness ( More TV adverts/ More promotion)
5.Make the newspapers Instagram, more " Instagrammable"

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Lean in to the green aspect of the Dr Marten brand

Stand out from Fast Fashion brands

Drive sale and increase revenue by linking up with green activists

Link an experience with the product

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To grow the engagement through social media which in turn should hype up the upcoming conventions.

To grow DCC and make it one of the top conventions in the world.

To involve the audience in the strategy as much as possible ie. posting cosplayers, collections and post interactive campaigns for audience participation.

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To increase MiWadi sales against competitors such as Ribena
To better their social media presence online, and make their platforms a fun space.

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To set up a social media marketing campaign which focuses of the longevity and lower environmental impact of purchasing and wearing of Dr Martens' products.

To drive online engagement with the Dr Marten's brand on social media.

To link up with anti-fast fashion and green online activists and influencers to showcase how Dr Marten's provide sustainable products

To grow the Dr Marten's Twitter account to 200K (by 24,675)

To grow the Dr Martens Instagram account to 3M (by 65785)

Encourage engagement through #MyDocs campaign which will ask Docs owners to create media posts about the journey they have gone on with their pair of Docs.

Run competitions for the best media contributions

Link up with influencers, artists, and musicians to create imaginative sample media

Create a Docs meet up/music and arts event to promote #MyDocs campaign. Encourage use of hashtag at the event and for attendees to share pictures and videos

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1. (Specific Goal) The goal was to build authentic, meaningful, and, long-lasting connections with a worldwide audience.  To achieve this goal Ireland's Own will promote engagement by posting St Patrick's Day greetings on Facebook and Twitter and request followers to like the card, share with friends, and invite friends to like and follow.
2. (Measure) the amount of engagement which results in each specific category to judge how customer likes to engage with brand:

Likes and Favorites

Comments, DMs, Replies

Shares and Retweets

Saves

Clicks

Mentions

3 (Achievable) current base level low - achieve 10% uplift
4. (Relevant) campaign capture imagination of target audience
5 (Timebound) The primary target is to build connection between audience and brand , success will  be measured on engagement level metrics. Start the week of St Patrick's Days Festival - March 17th & 18th (2 day bank holiday) and the first festival since Covid to start campaign - measure one week later.

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Increase the engagement of 18-25 year olds.

Keep and also try to increase the engagement and awareness of 125,000 adults that listen to Spin daily.

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General public.
All Irish Sport fans.
Get a younger audience and gain popularity.
Possible promoters who will invest in younger players.

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My Target audience would be the 400,000 people that buy the physical newspaper, as well as the younger generation (younger generation being people in their early 20's-30's), who use phones as their source of news.

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"Today Dr. Martens is a globally recognisable brand, with a diverse target audience ranging from ages 16-50 (Roach, 2015)"

In particular Zero Waste activists. Also walkers, workers, parents, sustainable fashion influencers.

Both leather and vegan options available

What do they want?

16-50 years that want to get back to basics and the experience of a comfortable, long lasting and sustainable shoe

To be part of a movement (Zero Waste), a lifestyle (alternative and subcultures), a instantly recognizable in group (to be seen wearing Docs)

The almost self-care like experience of caring and maintaining theirs shoes over time. Also the sense of quality that comes from that.

A wide range of shoes that allow them to express themselves in a sustainable way . ie Sandals, dress shoes, boots, work boots, brogues etc.

What do they do?

16-50 years olds with disposable income

Appeals to both middle income and high earners

Appeals to

1 Professional workers: Recreational/Fashion/Green appeal

2 Managerial and technical: Recreational/Fashion/Green appeal

3 Non-manual: Recreational/Fashion/Green appeal

4 Skilled manual: Recreational/Fashion/Green appeal/Utility

5 Semi-skilled: Recreational/Fashion/Green appeal/Utility

6 Unskilled: Recreational/Fashion/Green appeal/Utility

FB groups

43.1k Dr Martens group

Sustainable Fashion Collective

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Adults and kids.
Adults - nostalgia
Kids - relevance and popularity of characters

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Young people who grew up with the product - nostalgia

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FM104. Also has new hits being played all the time and entertainment such as competitions and a good energy to it.

Instagram followers- 144k, more than Spin
TikTok followers- 25.7k, more than Spin

FM104 post on Instagram more frequently. 1 post an 1-2 hours but Spin post every 4- 5 hrs and have less posts a day.

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Irish Country Magazine - 10.6K on Twitter/31K FB (lifestyle)

Irish Country Living Magazine 12.6K on Twitter/20L on FB (part of Irish Farmers Journal)

Socially Listening on competitors:

1. Post Frequently

2.  Post extracts from publications - recipes, articles, competitions

3. Post material suited to different age groups e.g. mothers/children

4. Attract younger audience

5. Very low level of customer engagement - few likes, comments etc

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The Bogey Men will be competing against other golf podcasts such as
Irish Golfer and Paddy Talks Golf Podcasts are similar to The Bogey Men Podcast.

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Instagram:
Dublin Live- 23.4 K followers. Up to 500 likes on posts
The Irish Times- 178 K Followers. Up to 5,000 views on videos and over 1,000 likes on posts.
Fm104- 144 K followers. Over 1000 likes on some posts.

I know FM104 isn't a newspaper but their link in bio technique when it comes to news is oddly enough working. FM104 post a picture with a small caption relating to news, but in order to read the full article you have to go to their main insta page and click the link in the bio. This is a lot of work for someone who wants to know their news but strangely, people respond well to this interactive process.

On Facebook, nearly every newspaper i search had thousands of followers but no likes on any posts. Which could be a good thing because maybe this is a sign of people moving away from receiving their news from Facebook.

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Other luxury shoe and trainer brands such as:

Adidas Originals (Adidas Originals Insta: 34.3M, Twitter: 4.2M FB: 32M),

Nike: Twitter: 9M, Insta: 203M, FB: 24M

Timberland: Twitter: 151.3K, Insta: 299K, FB: 8.3M

We are committed to creating better products, stronger communities and a greener world. Join our #NatureNeedsHeroes movement.

Converse: Twitter 1M, Insta 10.3M , FB 46M

Other subculture brands such as:

Fred Perry: Twitter 69.4K, Insta 650K, FB 1.6M

Solovair: Twitter 2.7K, Insta 47.5K, FB 16K

DM dupes from Fast Fashion brands like Primark, Dunnes and Boohoo. Can compete on price but not sustainability

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San Diego Comic Con has over 1mil instagram followers whereas DCC has >7000k. This is a massive difference (obviously) but there is no reason it can't reach at least a third of that number, if not more.

The guests that appear at the DCC are no different from San Diego so the low numbers and engagement on their socials is surprising.

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Ribena
Insta (Ire) - 1.6k followers
Twitter (UK) - 18.4k
TikTok - No account, but engagement from fans of product in videos

As Ribena is a brand that streches over to the UK - whereas MiWadi is only sold in Ireland - I am aware that this direct competition is a hard one to rival in theory. However, as MiWadi is a cheaper alternative, has more varieties of flavor and is more familiar to an Irish household, these factors have an advantage from a local perspective and would contribute to a social media page.

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The great Irish Diaspora and their wider connections and circle of friends.  It is estimated that the Irish diaspora population is around the 30 million mark. figures from Figures from Celtic Ireland

Know Your customer - current customer demographics:

Gender, Female 75% to Male 25%

Age/Occupation:  Retirement Age, typical Irish emigrant jobs i.e. former nurses and government workers

Location:  (1) Ireland (2) Britain (3) US

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After doing my research I realized that however Facebook and Twitter are their most successful platforms, if I want to reach a younger audience that is experienced with new social media platforms like Instagram and TikTok it is the right decision for me to not get involved with Facebook and Twitter.

I noticed that their Instagram reels seem to do well and the views on some can be quite high such as 55k and even 95k views. They are in TikTok form and are 10-20 seconds long. Short, funny and not long s you don't get bored.

Instagram is the platform that I would like to help them grow because it incorporates reels which include tiktoks so you can include links to promote the TikTok account also. It is also more useful for competitions and overall I feel that Instagram has a much bigger audience than any other platform and content can be presented by posting pictures, videos, seperate reels and posting to your story.

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The demographic and profile of the existing followers on FB and Twitter suggest that this audience would not engage with the newer platforms.  therefore, the proposals are to select the current platforms and build engagement on them.

Facebook Analysis:

Conduct full audit of past content to evaluate which content drove the most reaction and use this as a style-guide for our future content.

Posts Magazine Covers - one posting a week

does not reply to customer comments

Facebook Strategy:

Timing: (1) Engage when magazine issues, post extracts from articles, music, letters etc

Timing: (2) Post teasers before publication date

Personalise the responses to customers to build relationships and change followers to customers

Reply promptly to any comment

Twitter Analysis:

Audience is younger than FB audience and more Irish based - more likely to tweet etc

Content is as FB but includes  re-tweets links to RTE Radio 1 Programme Sunday Miscellany (Essays, poems+complementary music on RTÉ Radio 1)

Twitter Strategy:

Create a  "Social Renaissance" – pivoting Ireland's Own from a classic brand to a modern cultural icon by creating more relevant content

Tie in with Sunday Miscellany (audience 275K)  to entertain audiences and remind them that Ireland's Own is a beloved part of Irish life.

Make it cool by capturing unique Irish Humour

Ask users for feedback on new content, make them part of it, ask "Is this Working?"

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After looking at The Bogey Men I noticed that they don't actually share their podcast much.
By doing a marketing program on this podcast I feel that the podcast can grow their audience by putting quotes from the podcast on their social media.
Also on their Instagram they can put up a clip if they have interviews on the show or clips about the presenters giving their own predictions.

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After doing research, I realized readers/potential readers, don't engage well posting on Facebook. So i feel like using Facebook would just be a waste of time.
However, I've noticed huge engagement on Instagram, especially with Videos/ Reels.
Most posts on each of the newspapers Instagram pages that I've previously talked about have a huge amount of likes and interaction when these pages post videos.
This leads me to believe people want to engage and watch the news instead of having to read it. People want the lazy option, why read when you can have someone tell you.

In doing this research, i have decided Instagram is the best platform for The Sunday World and other newspapers to use. Instagram is the new big social media giant, its young, its current and has millions of users everyday. Pages like The Irish Times and Dublin Live are only gaining max 2 likes on a facebook post, but on Instagram under the same post they are gaining a few hundred likes. This tells me Instagram is the way to reach new readers.

Instagram- 1. Post 3 news stories every day via, a link in bio technique.
2. Post short live video of said news story, short but informative.
3. Post short clip of the video to Instagram Story with links to direct readers to the main insta page.

I also found that Tik Tok, is a great way to not only promote but to post. All i see on Tik Tok now is news reports, like from the Ukraine/ Russia, again with thousands of likes and comments, and not only from Irish citizens. Tik Tok could be a way of gaining international readers/ viewers. Again, people seem to engage better with video (people are becoming lazy), so the best tool for that is Tik Tok. The videos are short, which means peoples attention won't be lost, you've gained a like and a follow, while still doing your job.

Tik Tok- 1. Create short but informative news videos. 1/2 a day
2. Create videos of the work place- What is it like to be a journalist- bring the viewer with you.
3. Share these videos to Instagram Reels.

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Reddit: 22.3K r/DrMartens Subreddit members

Passionistas

Users share pictures of their Docs

WAYW: What are you wearing threads

People sharing their DM collections

People ask for buying advice (authenticity, fit, experience, cost)

People ask for maintenance advice (tie is products, other products to maintain longevity of product)

Many before an after posts, where users share pictures of Docs when they are new and what they look like today

Pinned posts and maintaining your Docs

Twitter

175.2K followers

65.74 followers per following

10 posts a week

Multiple spontaneous interactions with followers tagging them in tweets

Competitions: What's on your wishlist? You could win them. Comment bellow

Great pictures and video

Instagram

2.9M followers

7 posts per week (1 Reel, 6 📸 posts)

About 90K likes per week (40K for a competition post)

Facebook

2.1M followers

7 posts per week

2-4 stories per day

About 5K likes/reactions per week

2K comments per week (1.8K from competition)

Tumblr

Unsure about follower numbers

TikTok

321.1K followers

1.8M likes

3-4 posts per month

Lots of cross platform posting

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DCC has a massive facebook following of over 30k, however their other socials don't reflect this. I plan to revamp the Instagram, Twitter and TikTok to reach the same level as their Facebook. This strategy can also be incorporated into the Facebook but it's a good jumping off point.

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As stated previously, MiWadi's social media presence is weak across multiple platforms.
I would be interested in tackling their Instagram initially, as they already have some sort of following and presence. I want to change their style of adverts and posting to more scheduled and engaging posts, as right now there is nothing unique about their page. Competitions with prizes aimed at Gen Z (concert tickets, vouchers etc.) where people have to follow, share and tag a friend would be ideal.
Next, once this is underway, I want to tackle their twitter. This can be used similarly, if not almost the same as their instagram. A humorous approach would be interesting to take (e.g. slagging ribena professionally) in order to encourage retweets.
TikTok would be a platform I would like to take on because it is full of the target audience. As this is aimed at young people, I would love to get Irish TikTokers such as Miriam Mullins or Lauren Whelan to promote the product to their followers.