Published on August 20, 2015
1. 1 Course Project - The Jelly Bean Factory Prepared by Bonnie Elaine Mager ID: 5662832 [email protected] In fulfilment of Diploma in Social Media Marketing This paper is referenced using the Harvard referencing style.
2. 2 Contents 1. Introduction 3 2. Social Media sites and how they can be used in a marketing campaign 3 1.1. What is Social Media? ………………………….……………………………………… 3 1.2. Why use Social Media? …………………...…………………………………………… 4 1.3. How can Social Media be used for a Marketing Campaign? ……………………..…… 5 3. A breakdown of the main social media categories 5 4. Recommendation of social media sites to be used in the Campaign 8 4.1 Facebook ………………………….……………………………………………….…….8 4.2 Instagram ………………………….………………………………………………..…. 10 4.3 Twitter ………………………….………………………………………………………12 5. Strategy to be used for each social media site 14 5.1. Suggested Campaign #GourmetYourDay ……………………………………………. 16 5.2. Facebook Strategies ……………………………………………………….………….. 18 5.3. Instagram Strategies ………………………………………………………………….. 21 5.4. Twitter Strategies ………………………………………………..…………….……… 24 6. Conclusion 26 7. References 27
3. 3 Introduction Social media is changing the way in which people communication, and the way in which they are perceived. It is because of this shift in the way people live that businesses must adapt their practices to be successful, and appeal to the digital world. This report will describe and analyse Facebook, Twitter and Instagram with case studies on how to successfully implement these sites into successful marketing campaigns. The Jelly Bean Factory can utilise and improve their current social media presence to gain more engagement, reach and followers by adapting their current website, Facebook page and Twitter page. Within this report are a series of suggested changes and strategies to make these sites more effective marketing tools. Also outlined in this report is a plan for how to succeed on Instagram, and why it is vital to begin using this social networking site more regularly as part of The Jelly Bean Factory’s social media strategy. Finally, the report will detail new social media strategies and a marketing campaign ideas that will focus on the unique The Jelly Bean Factory brand, as a way to reach new followers from all over the world. Social Media sites and how they can be used in a marketing campaign What is social media? The Oxford Dictionary Online (2015) defines social media as “websites and applications that enable users to create and share content or to participate in social networking.” Social media sites are popular worldwide, each offering different and unique features. What they all have in common however, is the ability for people to engage with each other and to create their own content. This content can then be shared privately or publicly with others in a variety of ways.
4. 4 Why use social media? Social media is becoming an important part of the modern daily lifestyle and is most popular with those aged 49 and under (Figure 1). In 2014, the average time spent on social media was 1.72 hours a day (Bennett 2015). This has increased from 1.66 hours a day in 2014, and translates to 28% of all time spent online. With social media activity encompassing nearly a third of all online activity, it is an important communication and marketing tool. The following table breaks down the average time spent on social networking by age (Table 1). Table 1: Average Daily Time in Minutes Spent on Social Networking Sites among US internet Users by Age in November 2014. Users aged under 29 spend the most time on social media at present although it is not just for the young. The 55+ age range is one of the fastest growing user demographics, with those using social media growing from 1 million to 10 million between 2009 to 2010 (Goldman 2013). Over 2.03 billion Figure 1: The percentage of each age group online that uses social media
5. 5 people use social media worldwide and there were 222 million new adopters in 2014 alone (Kemp 2015) Due to this upsurge, the social media market is an important captive audience which companies need to address in order to grow their business and adapt to future trends. Social media also has a huge influence over peoples spending habits. Some interesting sales facts include; 78% of people have purchased from a company as a direct impact of one of their social media posts (Ahmad 2014). 71% of online consumers are more likely to buy an item after a positive online referral (Ahmad 2014). 70% of social media users shop online. When comparing internet users, those who use social media were 12% more likely to also shop online, than non-social media users, (Neilsen 2011). 58% of Facebook users become fans of company pages with the expectation they will receive special offers, event and promotions.(Ewing 2012). 41% of people have purchased an item online after discovering it on social media and were not looking for or interested in buying that product previously (Ahmad 2014). 38% of people have purchased a product after sharing it on Facebook (Ahmad 2014). Social media also plays an important role in increasing web traffic to a company’s website. Links to the website can be added on most profiles, and these extra inbound links improve search engine optimisation (SEO) numbers. Improved SEO insures that a company website will receive higher search result rankings. How can social media be used for a marketing campaign? With the above facts in mind, it is easy to see why social media needs to be harnessed as an effective marketing tool. The majority of social media sites are free to join. Companies can reap many benefits by simply having and maintaining a social presence without having to pay any money. It also doesn’t
6. 6 require a lot of time, with 84% of marketers finding that only 6 hours a week were needed to increase their social media incoming traffic (Demers 2014). Business profiles on social media are a free way to advertise through photos, status updates and the sharing of videos. Presence on social media has a positive correlation with sales numbers. A 2012 study showed 78.7% of sales people that used social media outperformed their non-social-media-using colleagues (Fidelman 2013). Social presence also has the added bonus of increasing brand loyalty with consumers. Companies who actively engage with social media have much higher customer loyalty ratings that those who do not (DeMers 2014). Breakdown of the main social media categories Social media sites can be broken down into many classifications. The New Zealand Teachers Council (2015) uses the following six: Social Networking, Social Collaboration, Social Video Sharing, Microblogging, and Social Image Sharing (Figure 2). Figure 2: Map of social media types with examples (New Zealand Teachers Council 2015)
7. 7 This report will focus on the following social media categories: 1. Social Networking Social networking sites are a web services in which people can build a profile, share information and connect with other users (Lang 2013). The main focus of these sites is the connection between people that they provide. There are two main types of networking site: social and business. Social networking sites focus on personal and family connections such as Facebook and Google+. Business social networking sites, on the other hand, focus on professional relationships and networking, such as LinkedIn and Ryze. 2. Microblogging Microblogging is a type of online blog format which contains small pieces of content i.e. text, picture and/or videos (Educause 2009). Twitter is the best known example of microblogging and forces users to share content in 140 characters or less. Tumblr is another popular microblogging site whose content is more visual than Twitter. 3. Social Image Sharing Social Image Sharing sites are platforms where the overwhelming majority of content shared is photos. These sites are designed to share photos rather than status updates, link or videos. Although many photo sharing sites have begun to branch out into videos. Popular examples include Instagram, Pinterest and Flickr. Below is a breakdown of the 10 most popular social media sites and the social media category they fit into. Table 2: Top 10 Most Popular Social Media sites in July 2015 (eBizMBA 2015) Site Name Social Media Category Estimated Number of Actively Monthly Users Facebook Social Networking 900,000,000 Twitter Micro Blogging 310,000,000 LinkedIn Social Networking 255,000,000
8. 8 Pinterest Social Image Sharing 250,000,000 Google + Social Networking 120,000,000 Tumblr Micro Blogging 110,000,000 Instagram Social Image Sharing 100,000,000 VK Social Networking 80,000,000 Flickr Social Image Sharing 65,000,000 Vine Social Video Sharing 42,000,000 Recommendation of social media sites to be used in the Jelly Bean Factory campaign The following social media sites have been identified as being the most useful for The Jelly Bean Company to use for a targeted marketing campaign. Facebook Facebook is by far the largest and most popular social networking site. At of the end of 2014, Facebook had over 1.30 billion active users, approximately 17% of the human population. Figure 3: Number of Facebook users by age (Brodzky 2014). Unlike the other social media sites analysed in this report, Facebook has a large number of users over 35 years of age (Figure 3). Its largest demographic remains the 18-34 age range. Although it was once extremely popular with teens, Facebook has seen Twitter and Instagram outcompete them recently as the preferred social media site for those under 18 (Zhang 2014). 0 10 20 30 40 50 60 13 - 17 18 - 24 25 - 34 35 - 54 55+ Numberofusers (millions) Age of users
9. 9 One effective Facebook strategy is to encourage users to create and share content. When users invest in time and effort to create something, the reach is much higher as it is more likely to be viewed, liked and commented on by their friends and family. One of the best ways to encourage this sort of content, is through well targeted Facebook Competitions. Case Study – Lego Architecture Figure 4: Screenshot of the LEGO #Fillthegap Facebook competition (Schulte 2015) In January 2015, LEGO Architecture rolled out the #Fillthegap competition. The premise was simple, to find an empty area in the users cities and make it beautiful by “filling the gaps” with white and/or transparent LEGO blocks. Once the photo was taken, users entered the competition by posting it to their Facebook (or Instagram) feed with the #Fillthegap hashtag (Schulte 2015). The reach for this competition was remarkable with 2.3 million users reached in just under a month (Sandri 2015). This was an extremely cost efficient project too, with the prizes totalling just under 500 euros. With its high user numbers, diverse age range, and the shear amount of time people spend on Facebook, it is a social networking site which can easily be utilised and cannot be ignored when planning a social media campaign.
10. 10 Instagram Instagram is the 7th most popular social media site worldwide and the most popular social media site for teens, with over 300 million users. Instagram users have a younger demographic than most other social media sites, with 87% of all users aged under 34 (Figure 5) and it is a valuable tool to use to capture the younger market. Figure 5: The Age and Gender percentages of Instagram Users in 2014 (Pringle 2014) Instagram is also winning the teen market, with 30% of US teens naming Instagram as their preferred social media site (Figure 6). Figure 6: The Most Important Social Networks to US Teen (Zhang 2014) With 45% of its users being male, Instagram also has the benefit of having an even gender spread, compared to rival site Pinterest, whose users are 70% women (Pringle 2014). Instagram is becoming one of the most successful social media marketing tools of 2015, particularly when aiming content at the younger demographic. Research shows brands have the highest social
11. 11 media engagement rates on Instagram at 4.21% compared to less than 0.1% on both Facebook and Twitter. Instagram also has 58x more engagement per follower than Facebook, and 120x more than Twitter (Beese 2015). Case Study – Red Bull In Janaury 2015, Red Bull posted the same content of Lindsay Vonn on both Facebook and Instagram. They then compared the engagement and reach between the two sites. Although the Red Bull Facebook page had 45 million fans, and Instagram only 2.2 million, the post saw a higher success rate on Instagram. Figure 7: Screenshot of Red Bulls 2015 Lindsay Vonn Instagram post The Facebook post received just under 21,000 likes compared to the 71,000 likes on Instagram (Figure 7) giving the post a 0.05% engagement rate on Facebook compared to 3.2% on Instagram. These numbers indicate that Instagram has the potential for marketers to get “more bang for their buck” compare to other social media sites. Case study 2 - Benefit Cosmetics Benefit Cosmetics successfully ran a campaign with the #realsies hashtag in 201. This campaign encouraged users to share photos of themselves wearing the companies “They’re real!” mascara (Figure 8).
12. 12 Figure 8: Screenshot of Instagram entries for the #realsies campaign (Gillett 2014) The results were phenomenal with nearly 12,000 selfies taken using the hashtag (Gillett 2014). These selfies were then displayed on the company’s website. Selfies are extremely popular, and easy to do, so this campaign was a successful in playing on people’s vanity as a way to promote their products. Twitter As of June 2015, Twitter has 302 million active users, sending 500 million tweets a day (Twitter 2015a). The Majority of Twitter users are under 24 (Figure 9). Figure 9: Percentage of active Twitter users by age in 2014 (eMarketer 2014). Twitter is widely used by marketers and companies. It is important to have a presence on Twitt to ensure competitors are not receiving the market share of Twitter consumers. In 2013, 34% of marketers were using Twitter to obtain sales leads (Ajmera 2014). Twitter is also a place where many consumers go to praise or rant about a company or product. By being present on Twitter, companies can engage with these clients either to thank them for positive tweets and improve brand loyalty, or to discuss and resolve disputes.
13. 13 To succeed on Twitter companies need to be present and personable. In order to gain customer loyalty, customers need to feel that they are acknowledged, respected and listened to. One of the biggest mistakes a company can make on social media is to ignore feedback – both positive and negative. Enough unacknowledged compliments will mean a customer stops tweeting nice things, and an ignored complaint can lead to a much larger Twitter rant. Once a loyal fan base is built up, Twitter can be used to gain new reach and followers with most success using hashtag campaigns. Hashtags allow all similar content to be grouped together, and new followers are easily gained by hashtag discovery, Case Study – Coca Cola In 2013 Coca Cola launched new packing for its product, a “Share a Coke with” label that listed the most popular names at the time, as well as the ability to get a name printed onto Coca Cola bottles in store. To promote this product, Coca Cola took to Twitter with the creation of the #shareacoke hashtag. With this hashtag, users could create a personalised online bottle, and share it with their friends; raising awareness of the new product (Figure 10). Figure 10: Screenshot of the Coca Cola #ShareaCoke campaign (Baker 2014) The campaign was a raging success on Twitter with over 998 million impressions, 235,00 tweets and 17,000 virtual bottles shared in Europe alone (Hepburn 2015). These stats were linked directly
14. 14 to the sales success of the product with 730,000 bottles purchased form the Coca Cola online store. Strategy to be used for each site social media site It is recommended that The Jelly Bean Factory build a social media campaign around the integration of social sharing, and updating of their website. Websites are an important part of company marketing. A few simple changes to the website front page could play a key part in increasing the number of followers on their social media sites. The placement of the Facebook widget is the first alteration that needs to occur. At present, the Facebook widget it near the bottom of the screen (Figure 11). Figure 11: Screenshot of the Jelly Bean Factory Website as of June 21 2015 Research shows that items placed above the fold on websites (parts of the website that can be seen without scrolling) get 84% more clicks and views (Schade 2015). At present, the Facebook widget is lost below the fold, and thus is not getting the optimal amount of views from current The Jelly Bean Factory customers. The addition of links on the front page to all The Jelly Bean Factory’s social media pages needs to occur. At present, it is not obvious that The Jelly Bean Factory also operates a Twitter and Instagram page. Website-directed traffic plays a large part in social media statistics and it is essential to have these highly visible on the front page of a company website. Current customers play an large role in
15. 15 the success of companies on social media, they are a company’s cheerleaders and it is important that they can discover a company’s social media pages with ease. The easiest way to do this, would be the simple addition of social media buttons on the page, preferably above the fold. Pizza Hutt New Zealand is a great example of a website that has added social media buttons in an easy to see and useable way (Figure 12). Figure 12: Example of placing social media buttons on company webpages as seen on PizzaHut.co.nz Another easy to implement strategy which has the possibility of some of the best results is the addition of a “like” button on all product pages in the online store. The sharing of products by customers to other potential customers is a free and extremely effective marketing technique. Social shares are a huge sales driver and 38% of people who share products on their Facebook page end up purchasing that product (Ahmad 2014). Figure 13: Screenshot of American Eagle product page, showing the use of social share buttons in the bottom left corner
16. 16 American Eagle added a like button to every product on their online shop (Figure 13). After this occurred, shoppers spent 57% more money (Ewing 2012). Levi also added a like button to their product page and saw a 40x increase in revenue, while Giantnerd.com saw a 100% revenue increase 2 weeks after they did the same (Ewing 2012). Once the website has been updated to include the aforementioned features. Then The Jelly Bean Factory will has a solid base in which to begin their campaign. Suggested Campaign - #GourmetYourDay Cross-platform campaigns have proven a successful way to market products. By using a range of social media sites, companies are able to reach a wider scope of people and demographics. In 2014, Burger King ran an extremely successful campaign across New Zealand called “Cheat on the Beef”. The campaign was to promote their new chicken burger release, as their chicken burgers never launched very well in New Zealand due to the extreme popularity of the Whopper Burger (Geoff 2014). Participants were invited to a Burger King “motel” where they could cheat on the whopper by dining in and eating a chicken burger. The only cost to them was that they had to “check in” using social media (Figure 14). Figure 14: Popular New Zealand Radio Hosts from The Morning Rumble Cheat on The Beef at the Burger King Motel This promotion was run across Facebook, Twitter and Instagram. Users were encouraged to post their cheating secrets and photos using the hashtag #MotelBK (Geoff 2014). The results of this campaign
17. 17 were phenomenal. In five days 870 people checked into the motel and tasted the new chicken burger. Two million people were reached by the campaign in total and Facebook engagement alone raised by 587% (Geoff 2014). One of the unique features of the Jelly Bean Factory is the gourmet quality of the beans produced. In an age where consumers are becoming more informed, this along with the fact that the beans are fair- trade, all natural, gluten-free products means they are appealing to a wide range of people. The idea behind this campaign is to highlight these factors through a fun, interactive campaign that encourages users to celebrate the high quality of these beans though a fun interactive hashtag competition - #GourmetYourDay The premise of the campaign is simple. The Jelly Bean Factory will share photos and videos about the things that make The Jelly Bean Factory bean gourmet; the painstaking process of creation, the all-natural flavours, employees’ skills and passions. It will then encourage users to share statuses, pictures and videos of what they do daily to make their life gourmet. Below are examples of possible entries, across each platform. Figure 15: Example of a #GourmetYourDay entry on Instagram Figure 16: Example of a #GourmetYourDay entry on Instagram
18. 18 Figure 17: Example of a #GourmetYourDay entry on Facebook Figure 18: Example of a #GourmetYourDay entry on Twitter Weekly winning entries will receive a free shipment of Jelly Bean Factory beans, and will be shared on the company’s social media pages and website. The best entry after the month-long campaign receiving a cash prize of $500 and/or a year’s supply of Jelly Bean Factory beans. Outlined below are the specific changes, and promotion that will need to be done on each social media channel. Facebook Strategies With over 34,000 fans, The Jelly Bean Factory has a well-established Facebook Page with a large fan base (Figure 19). However, some simple steps can be made to increase Facebook reach, likes and engagement.
19. 19 Figure 19: Screenshot of The Jelly Bean factory Facebook Page as of July 3rd 2015 One of the key aspects of The Jelly Bean Factory is that they are a family-owned business. One strategy for The Jelly Bean Factory to implement, is to emphasise the family connection more on social media channels. Humanising brands is an effective way to increase brand loyalty (DeMers 2014). Behind-the-scenes posts about the owners, allow customers to get to know the family, and these sorts of posts historically do well on Facebook. The page would also benefit from posts that are more interactive. At present, a lot of the content is more soap-box style, announcing specials and the weather. The Jelly Bean Factory could spend more time asking its audience questions. In the post shown in Figure 20, The Jelly Bean Factory could have asked fans to share a summer photo showing how they are enjoying jellybeans on that hot day. Figure 20: Example of a current The Jelly Bean Factory Facebook post
20. 20 When scrolling through the recent posts by The Jelly Bean Factory, there is one post type that is missing, that is cruical in boosting Facebook engagement – videos. Recent facebook data shows that posts that include video content have 5% more reach than photo content (Figure 21), which is the main post type The Jelly Bean Factory uses currently. Figure 21: Average Organic reach of Facebook posts by content type (Ross 2015) Video content needs to be of a high quality. Some ideas for possible video content include: Behind-The Scenes making of the beans Go-Pro shots following the life of the jellybean People tasting the unique and varied flavours Facebook ads are cheap and effective. The simplest, yet most effective, way to advertise is by boosting posts (Page 2015). Boosting a post means when a company has created an ordinary Facebook post, they can pay to ensure more people see that post – rather than creating an advertisement for a brand. A 2014 study showed that boosted posts saw over the double the reach of advertisements and promoted pages despite costing the same amount of money (Table 3). Table 3: Comparison of results of 3 Facebook advertising campaigns, each costing 5 pounds a day (Page 2015)
21. 21 These simple steps can be taken to improve the everyday running and success of the Jelly Bean Factory Facebook page. Once these strategies are implemented, The Jelly Bean Factory can the begin its #GourmetYourDay campaign. Before allowing users to enter, it is important to capture their attention. For a few weeks leading up to the campaign, The Jelly Bean Factory Facebook page should release a series of videos and photos around the “gourmet” idea. Ideas include: Mouth-watering gourmet videos e.g. a promo video for the mango flavour showing ripe beautiful mangoes being hand squeezed into beans. Shot-by-shot comparison of all natural gourmet ingredients of the jelly bean company vs the chemicals and artificial flavouring used in other sweets Videos showing the family business side. Grandparents and grandkids making the beans together. After the theme has been established on the Facebook page, The Jelly Bean Factory should then announce the competition. This post should encompasses a photo, and all information needed to enter, along with a link to the company website where consumers can find out more information about the post when needed. To ensure that people see this post, it should be boosted using the Facebook advertising. Alongside this, a targeted sponsored advertisement should be run on Facebook to reach new demographics. Throughout the month long campaign, The Jelly Beam Factory should pick a weekly winner (across all three platforms) and repost these on their page. This uses customer’s content to create more advertising, and also gives others incentive to try and get their posts reposted and thus give their accounts more exposure. It is also important that someone monitors the hash tag. This can be done by simply clicking on the hashtag link, and will lead to every post on Facebook that has used that tag. When monitoring these entries, The Jelly Bean Factory should try like and/or comment on as many entries as possible, as
22. 22 people love getting social media recognition for their efforts. This small gesture plays a large part in building positive brand image and brand loyalty amongst customers. Instagram Strategies Out of all of the social media accounts currently owned by The Jelly Bean Factory, the Instagram account needs the most work. With only three posts, the last being eight weeks ago, there is a lot of potential for growth if effort is put in. Figure 22: Screenshot of The Jelly Bean Factory’s current Instagram account The biggest problem with The Jelly Bean Factory’s presence on Instagram is that there is none. When searching on Instagram for The Jelly Bean Factory the first result is a different company (Jelly Belly), which would not occur were the current one updated more frequently and had more fans. There are many reasons The Jelly Bean Factory needs to have a more active presence on Instagram. It’s not just that it is an extremely popular social networking site with millions of active users. Or that it has a higher engagement and reach on posts than any other social network, but also, the customers and competitors are already there. When searching #TheJellyBeanFactory on Instagram a range of user added content is displayed, along with results from competitors businesses (Figure 23).
23. 23 Figure 23: Instagram results from searching #TheJellyBeanFactory By posting every day, interacting with customers, and by taking ownership of the hashtag, these search results could be altered so that majority of results would show photos about The Jelly Bean Factory. This would gain exposure of the company to users of competitors and lead to new customers. Not only should The Jelly Bean Factory post more, they should use more hashtags. Hashtags are extremely important in gaining exposure to potential new followers. It is important however, to only use relevant hashtags for maximum effect. Along with hashtags, pages should add location to all posts. Posts with a location have a 79% higher engagement than those without (Beese 2015). Once Instagram is up and running, it will begin to gain fans and followers, the #GourmetYourDay competition will help gain awareness of the Instagram and is the perfect medium for this sort of contest. People are always looking for new ways to share photos of themselves and/or their food. Unlike Facebook, which will be the core site for running the competition and will be filled with videos, the Instagram side of the campaign will take a different approach. Firstly, a picture with simple instructions about the campaign will need to be shared. Once done, the Instagram will take a more personal approach. The idea of the content on the Instagram would be to involve staff members, the business owners, and their families. These people will create their own #GourmetYourDay photos, which will include a series of selfies. This will help to show off the faces behind the brand, as well as give the audience ideas about what the parameters of the competition are. To give an examples on how this may work, the following Instagram posts were created and mocked up. Figure 24 utilises targeted hashtags, and within three minutes the first post had eight likes.
24. 24 Figure 24: Example Employee posts on Instagram Being experts about the company, the employees will also be able to create a series of hashtags related to the beans to incorporate into these selfies, to gain more Instagram reach. Below are some of the recommended hashtags for these employees to use. Table 4: Recommended hashtags for The Jelly Bean Factory to use, and the current amount of posts using that Hashtag Hashtag Current post number using this tag #freetrade 5695 #glutenfree 5,474,000 #food 186,972,570 #love 954,375,468 The important thing to remember about hashtags is that they must be relevant to the picture. While they are a great way to gain exposure and get people noticing your page, hashtags will only be effective if used correctly. Twitter Strategies Twitter is the final social media site to be incorporated into The Jelly Bean Factory’s social media campaign. At present, The Jelly Bean Factory Twitter has 3,275 followers and is maintaining a fairly active page (Figure 25).
25. 25 Figure 25: Screenshot of The Jelly Bean Factory Twitter page The Jelly Bean Factory is making great use of the retweet feature, which is a successful way of gaining brand loyalty with customers (Moon 2013). However, there are still some small changes the Twitter page could make to increase the engagement and reach of their posts. Firstly, the Twitter is simply not posting enough. In order to get the best benefit from Twitter, The Jelly Bean Company should be posting at least once a day, preferably more. The page could also be more engaging with customers and other users by using the @ function to mention other pages. By taking the time to @ other pages, these pages are more likely to engage with The Jelly Bean Factory (Moon 2013). Followers of your fans may also see the posts, giving The Jelly Bean Factory exposure to a wider range of people. While looking at The Jelly Bean Factory Twitter page, it is easy to see that the majority of the content is the same content that is on the Facebook page. While sharing content is a time saver, it is not always the best strategy. While some posts can be successfully posted on both sites, it is important that they each have their own “voice”. This voice needs to cater to the unique demographic of followers on each site (Twitter 2015b). This data is not always obvious, and it is important to look at Facebook and Twitter analytic tools to get an idea of who the followers are and what they respond best to.
26. 26 As with the Facebook, the Twitter would benefit from showing off the more family-owned, personal side. This is a big asset to the company, and customers like to get to know the people behind companies. Putting a face to a product helps with a company’s online brand identity. Twitter is more of a conversation than other social networking tools. The Jelly Bean Factory would benefit from joining into more conversation on Twitter, as well as starting conversation too. In order to succeed Twitter needs to be talking to, not talking at, its followers (Twitter 2015b). These small additions should be made in preparation for the #GourmetYourDay campaign. Twitter is the pioneer of hashtags, and using them is still one of the most effective marketing tools. Once the competition is live on Facebook, the first step is to announce the competition on Twitter. Due to the lack of characters, the best way to do this would be a simple text tweet, with a catchy photo and a link to the competition rules page. Unlike Facebook, which will be curating video content for the campaign, and Instagram which will be creating fun personal photos, the Twitter campaign will be all about the participants. This is due to the more sharable nature of Twitter with favouriting and tweeting being one of the main features of the site. The role of the Twitter page will be to promote entries, and chat to entrants. In one way, this is easier than what is needed for the Facebook and Instagram, as no new content is needed to be created. However – it may turn out to be the most time consuming. This is because Twitter works best when things happen immediately. People expect retweets and replies to happen instantaneously, especially when they are contacting a company’s customer service page. By setting up a phone alert, and then giving employees a shift with the phone, this can be easily managed. Each day The Jelly Bean Factory should retweet a wide range of entries. Suggestions include one an hour, or 10 a day as it is important not to spam people’s timelines and feeds. When users see that the company is sharing so many entries, it may work to motivate them to enter (which will motivate them to buy the jelly beans) in the hopes that they will get retweeted. Being retweeted is desired by most Twitter users as it enables their Twitter page to get wider exposure to people who may never have come across their page before.
27. 27 Conclusion To conclude, social media marketing is vital to all companies’ success in the digital era. Each year more people join social networks, with the number of social media sites increasing every day. In order to succeed in social media companies need to be present, approachable and creative. Content needs to be engaging and unique and customers need to feel listened to and valued. This report has outlined some basic changes The Jelly Bean Factory can implement to improve their social media presence, and succeed in the long term. Facebook posts need to include more videos, and have a more personal approach to content. Instagram needs to be added to the companies social media strategy and posts should utilise popular hashtags. Instagram content should be photos rather than promo graphics, and contain food and selfies which are two of the biggest hitters on Instagram. The Twitter page needs to engage with the audience more, and make a better use of the @ mention and retweet features. The website also needs to add more social share buttons both on the front page, and within product pages. A #GourmetYourDay social campaign has been outlined as a way to engage current and new customers to The Jelly Bean Factory. This campaign makes use of three of the biggest social media sites to date; Facebook, Instagram and Twitter. These sites encompass a wide range of ages and demographics in order to get the best reach out of the suggested campaign. The Facebook will focus on getting the word out about the campaign though advertising, photos and promotional videos. Instagram will encourage members to participate by the use of strategic hashtags. Instagram will also focus on providing a more fun and personal range of content to appeal to the young and casual Instagram users. The Twitter will support the campaign by retweeting entries and supporting those who enter. As Seth Godin once said “Marketing is no longer about the stuff you make, but the story you tell” and these social media sites, and the recommended campaign highlight the unique, and amazing story behind The Jelly Bean Factory and its success.
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