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4 Valona Design Instagram’s marketing plan Plan the work as well as work the plan is not always effortless. In this chapter, I will com- bine the results of the previous analysis, research on the topic and the Instagram branding framework in chapter 2; to make the plan and suggestions on how to work that plan. The content editorial calendar or also-called topic inventory will be the highlight of this chapter. 4.1 The basic Valona Instagram marketing plan As stated by Miles (2014, 46-49) in a basic marketing plan for Instagram, the profile lets existing customers as well as potential customers know what the brand is using Instagram for and what they could await. Going through each elements of Figure 12, the ideas will be explained as followed. The anchor means the decent profile Valona currently owns at the moment. From nicely formatted logo, clear statement of the owner’s role and the company’s mission (“Wooden crystals/jewelry/modern himmeli. Designed by Elina Mäntylä), to the description of images will be shared (Made in Finland. Inspired by nature) and a link to the website. As ana- lyzed, what missing from the profile are probably emoji sets and hashtags. Emoji is the pictorial representations of feelings that are used over the Internet. It is becoming a more and more significant role in social media marketing. As the overall analysis of Zoomph, the social analytics, Instagram emoji usage goes up significantly from 15% to 30% compared to Twitter’s during the last half of year 2015 (An- gulo 28 March 2016.) It is also science-proved that emoji can make brand more popular on social media, create a friendly and competent image on social media. One of the rea- son behind is “because human faces are particularly effective attention-grabbing mecha- nisms” (Angulo 28 March 2016.) Therefore, by having a set of selected suitable emoji, Valona would definitely drive more attention. Based on own experience and research, below are a few suitable emoji that can be used for Valona profile’s description and in the captions. 30PDF Image | Instagram is worth a thousand words. The utilization of Instagram as a key social media marketing strategy
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