A plan I built to improve Chobani's social media marketing.

1. Digital Media Strategy by Katie Murray

2. Brand Persona #chobanichick
• “Nothing
but
Good”
slogan
that
represents
quality
manufacturing
and
ingredients
• Began
as
a
small
company
owned
and
operated
by
a
dedicated
team,
that
grew
into
a
hit
success
• A
revoluAon
in
health
foods,
affordable,
delicious
and
natural
products

3. Chobani Chick Persona
Chobani
Chic
will
give
readers
a
sense
of
the
wonderful,
healthy,
acAve,
and
fulfilling
life
that
results
from
buying
and
eaAng
this
product.
• Tweets
pictures
of
morning
rouAne
and
adventures
• Tries
new
exercises,
goes
to
yoga,
hikes,
and
walks
• Has
kids
and
feeds
them
Chobani
recipes
• Travels
and
tweets
about
vacaAons

4. Target Audience #chobanichick
•
16-­‐34
year
old
men
and
women
who
already
eat
yogurt,
but
have
not
tried
Chobani
• The
Millennials:
A
group
that
chooses
their
products
based
on
research,
and
are
eager
to
move
away
from
their
parent’s
products
• AcAve,
healthy,
and
adventurous
types
with
money
to
spend
on
high
end
groceries
• Women
aged
23-­‐56
who
are
the
main
grocery
buyers
in
American
households

5. Twitter
Strategy #chobanichick
@ChobaniChick:
Packing
for
a
hiking
trip
@
Lake
Tahoe.
Cant
forget
my
@NikeAir
tennis
shoes!
• Builds
relaAonships
with
similar
brands
• Tweets
personal
things
about
every
day
life
• Puts
a
personality
and
face
to
the
Chobani
company

6. Instagram
Strategy #chobanichick
“ @chobanichick:
Having
a
quick
snack
@chobanisoho
#chobanichick
#yum
”
“ @chobanichick:
Packed
my
4
yr
old
Chobani
Champions
for
lunch!
#chobanichick
#yum
”

7. Pinterest
Strategy #chobanichick
Chobani
Chick
Lover
of
Chobani
with
husband,
two
kids,
and
living
in
NYC.
Follow
for
workouts,
recipes,
and
other
adventures.
Follow
Travel
Guides
Healthy
Lunch
Ideas
Workout
Tips
Edit Edit Edit
• A
board
about
how
to
save
Ame
in
the
morning
• A
board
with
men
and
women’s
work
out
clothing
• A
board
about
bucket
list
ideas.

8. Digital Strategy Budget
Total
for
one
year:
$239,000.00
Social
Media
Editor
Salary/yr:
$30,000.00
Traffic
and
AnalyAcs
Specialist/yr:
$30,000.00
Photo
and
Graphics
Editor/yr:
$29,000.00
Adobe
Omniture
SubscripAon
(Dependent
on
Size
of
Company,
and
OpAons):
$150,000.00

9. Similar
Strategies #chobanichick
@OscarPRgirl
:
@CoachBLKRwoman
:
“connecAng
with
your
followers
on
that
personal
level
is
part
of
what
Successful
Twifer
created
by
an
gives
you
their
afenAon
when
you
exec
at
Coach
to
showcase
have
something
to
say
about
your
products
and
lifestyle
of
Coach.
brand."

10. Measuring Success #chobanichick
• Daily
Unique
Page
Visitors
•
Page
Visits
• Average
Length
of
Time
Spent
on
Site
• Engagement
(Shares,
Likes,
Favorites,
Retweets)
• Monthly
Omniture
Report
• Traffic
to
Chobani
SOHO
and
increase
in
annual
sales