BRAND-BUILDING SOCIAL MEDIA STRATEGY

WORKSHEET
BUSINESS NAME: Lincup PRODUCT/SERVICE: Menstrual cup

STEP

1
Set Your Goals
Select any that apply to what you want to accomplish through social media.

Generate Awareness
Drive Traffic
Entertain
To your site
Inform
To your
profile

Engage With Your Audience

Convert Your Audience
Conversations
Customers
Content
Followers

STEP

2
Create Your Goals
I want to...

1. Reach 130k audience

2. Boost engagement by 50% via social platforms

3. Increase purchasing clicks by 50% on websites and e-commerce platforms

3
STEP
Identify Your Audience
Answer these questions about your ideal target audience:

1. What is their age range?

The primary user falls within 22-26 age group. This demographic is often more
comfortable with exploring alternative menstrual products and engaing in online
discussions about them.
2. What are their job titles?
Due to the personal nature of menstrual cups, it’s challenging to pinpoint specific job
titles.
3. What are their interests?

Women who use menstrual cups are often interested in sustainability, health and wellness, environmental
consciousness and personal empowerment. They also value convenience, cost-effectiveness and leak0proof

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protection.

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4. What do they need to succeed?
These women prefer reliable information, clear instructions and a supportive community to overcome
potential challenges like learning curve, proper insertion and removal.
5. What hashtags do they use/follow?
Some common hashtags associated with our product might be #menstrualcup #zerowasteperiod
#periodpower

6. What type of content do they consume?

They might consumer content related to:

- Physical wellness

- Tutorial and guidance on insertion, removal and care

- Personal experience from other users

- Product reviews and comparisons of different menstrual cups.

STEP

4
Pick Your Primary Platform

Instagram

Facebook

LinkedIn

5
STEP
Competitive Analysis Part 1
Identify 3-5 competitors who speak to your audience.

1. Cốc Nguyệt San OvaCup

How many followers do they have? 53K Followers (Facebook), 1,07N subscriber

How many times per day do they post? 3 posts/week

What types of content are they posting?

- Education content about body care, how to keep a romantic relationship

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s content on special events

S - Introduction content about product, how to use

al What types of ads are they putting out? (FB Only)

e They never run FB ads

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2. Cốc Nguyệt San Claricup

How many followers do they have? 25K followers (Facebook),

How many times per day do they post? 4 posts/ week

What types of content are they posting?

- Education content about how a girl can be more pretty, how to about the body,

health.

- Introduction content about product and how to use

- Sales content on special events

What types of ads are they putting out? (FB Only)

Brand runs ads two types of ads: ads to introduce about the product, ads to introduce
promotion

3. Cocmau

How many followers do they have? 1.7k (Facebook), 5k Instagram

How many times per day do they post? 1 post/week (FB), 1 post/every 2 days

What types of content are they posting?

- User guide for the product

- Product promotion
- Nurturing contents – topic related (women’s daily life, sex, period,...)
- Entertaining contents – fun videos about related topics or products.
What types of ads are they putting out? (FB Only)
Story ads on Instagram only
4. BeU cup

How many followers do they have? 17k (FB)

How many times per day do they post? 1 post/week

What types of content are they posting?

Product promotion
- Nurturing content – topic related: period
- Influencer marketing using reels
- Customer feedback

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What types of ads are they putting out? (FB Only)

- Messenger ads
- Slide show ads

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5. Liberty Cup

How many followers do they have? 18K (Facebook)

How many times per day do they post? Not too frequently (2 posts/month, no post

from the beginning of 2024)

What types of content are they posting?

What types of ads are they putting out? (FB Only)

- Education posts about hygiene, periods,..

- Posts to celebrate common anniversaries about women
- Product promotion
- Product introduction, common QnA

Did you notice any trends among your competition?

Most of our competitors have the same scope of contents about education, product
introduction, useage guidelines and also try to push products ads, promotion on special
events

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STEP

7
Choose Your Content Mix
Put a checkmark by each of the ones you think you’ll have the bandwidth and
the capability to produce regularly:

Facebook

Videos
Status Updates Shares
Photos Links Comments
Graphics Stories Other:

LinkedIn

Videos
Status Updates
Photos
Links Comments
Graphics
Shares Other:

Instagram

Photos
Videos (In Stream & IGTV)
Graphics
Stories
Carousels
Comments Other:

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STEP

8
Select Your Tools
Select the tools that best suit you:

Scheduler

Native Platform
Hootsuite
Buffer
Sprout Social Other: Meta Suite

Photo & Thumbnail Design

Sparkpost
Adobe Suite
Canva
Design Team Other:

Video

Sparkpost Soapbox Video Team

Lumen5 Cell Phone Other: Capcut, Adobe Suite

9
STEP
Map Your Capabilities
Assess your bandwidth:

1. How many people do you have to contribute to social media?

Our social media team consists of 6 people: A team leader, a brand marketing
executive, 2 Content Marketer and 2 Graphic designers

2. How much time do you think you can reasonably commit to your social media per week?
Consider our human resources, our team will fully operate their duties as full-time staff in
charge of social media. Therefore, we can commit about 40 hours/week for this task.
3. How much money are you willing to budget for your social media management?
About $6000 per month
Verify your content mix:
Now, look back at your content mix checklist from step 7. Is this doable?

Looking at our content mix, it is achievable because we have enough resource to contribute to the
social media marketing.

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STEP

10
Create Your Calendar
Make sure to add reminders in your personal calendar.

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

Cốc nguyệt Đánh bay nỗi Tips hay

san Lincup – lo khó chịu mẹo nhỏ:
liệu bạn đã kì kinh. học cách sử
biết? dụng cốc
nguyệt san
Lincup đúng
cách.
Video: vệ Học và hành:
sinh cốc review trải
nguyệt san nghiệm lần
đúng cách. đầu dùng cốc
nguyệt san
(Gather
customer
testimonials)

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