This is a framework for designing the optimal channel mix based on personas and establishing a roadmap.
Channel Selection Matrix
Channel Evaluation Criteria
| Criteria | Description | Weight |
|---|---|---|
| Target Reach Rate | The degree to which the persona uses the channel | 30% |
| Content Fit | The fit between brand content and channel characteristics | 25% |
| Competition Intensity | The level of competition within the channel | 15% |
| Resource Requirements | Content production and operation costs | 15% |
| Growth Potential | The channel's growth potential | 15% |
Channel Role Classification
Primary Channel (주력 채널)
├── 주요 타겟 접점
├── 브랜드 인지도 구축
└── 핵심 콘텐츠 허브
Secondary Channel (보조 채널)
├── 특정 세그먼트 타겟
├── 콘텐츠 확장
└── Primary 채널 지원
Support Channel (지원 채널)
├── CRM 및 리텐션
├── 커뮤니티 운영
└── 실시간 소통
Platform Profiles
| Item | Details |
|---|---|
| Primary Users | Ages 18-44, high proportion of women |
| Strengths | Visual storytelling, discovery |
| Content | Feed, Reels, Stories |
| Algorithm | Engagement rate, saves, shares |
| Posting Frequency | Feed 3-5 times per week, Reels 2-3 times per week |
| Optimal Time | Weekdays 12-13:00, 19-21:00 |
YouTube
| Item | Details |
|---|---|
| Primary Users | All ages, information seeking |
| Strengths | In-depth content, SEO, monetization |
| Content | Long-form, Shorts, Live |
| Algorithm | Watch time, CTR, return visits |
| Posting Frequency | Long-form 1-2 times per week, Shorts 3-5 times per week |
| Optimal Time | Weekend mornings, weekday evenings |
TikTok
| Item | Details |
|---|---|
| Primary Users | Ages 16-34, entertainment |
| Strengths | Viral, trends, reach |
| Content | 15-60 second short-form |
| Algorithm | Watch completion rate, repeats, shares |
| Posting Frequency | 1-3 times daily |
| Optimal Time | Lunch, evening 6-9 PM |
Naver Blog
| Item | Details |
|---|---|
| Primary Users | Ages 30-50, information search |
| Strengths | SEO, credibility, dwell time |
| Content | Reviews, guides, recipes |
| Algorithm | C-rank, dwell time |
| Posting Frequency | 주 2-3회 |
| Optimal Time | Morning, lunchtime |
KakaoTalk Channel
| Item | Details |
|---|---|
| Primary Users | All ages, mobile-centric |
| Strengths | CRM, push messages, intimacy |
| Content | Promotions, newsletters |
| Frequency | Messages 1-2 times per week |
Channel Mix Strategy
Recommended mix by budget
Small budget (up to 1 million KRW per month)
Instagram (60%) + KakaoTalk (40%)
- 1인 운영 가능
- 비주얼 + CRM 집중
Medium budget (1-5 million KRW per month)
Instagram (40%) + YouTube (30%) + Naver (20%) + KakaoTalk (10%)
- 콘텐츠 다각화
- 2-3인 팀 권장
Large budget (over 5 million KRW per month)
Full Omni-Channel
- 전문 콘텐츠 팀
- 유료 광고 병행
Roadmap Template
Phase 1: Foundation building (1-2 months)
- Focus on Primary channels
- Establish brand identity
- Create content templates
Phase 2: Expansion (3-4 months)
- Add Secondary channels
- Content repurposing system
- Performance analysis and optimization
Phase 3: Maturity (5-6 months+)
- Operate Support channels
- Build community
- Automation and efficiency
File Storage
The channel strategy document is saved in the project's standard directory structure.
{project}/
├── reports/
│ └── strategy/ # 전략 문서 저장 위치
│ ├── channel-strategy.md
│ ├── channel-roadmap.md
│ └── content-calendar.md
└── tmp/ # 초안 및 임시 파일
File naming conventions
{project}/reports/strategy/{document-type}-{date}.md
예시:
reports/strategy/channel-strategy-20240115.md
reports/strategy/channel-roadmap-20240115.md
reports/strategy/content-calendar-january-20240115.md
Usage
This skill is referenced by the social-strategy-director agent when establishing channel strategy.